第三章 市场.docx

第三章 市场.docx

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第三章市场

商学院双语课程

《供应链与物流管理》

Logistics&SupplyChainManagement

授课教案

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授课教师：

姜阵剑

Contents

CHAPTERONETheINTRODUCTIONofLogistics2

ChapertwoPROCUREMENT12

CHAPTERTHREEMARKETING21

CHAPTERFOURlogisticsINFORMATIONmanagement32

chapterfivetransportation44

chaptersixWAREHOUSEMANAGEMENT60

CHAPTERSEVENSTOCKCONTROL69

CHAPTEREIGHTLOGISTICDECISION-MAKING76

CHAPTERNINELogistics/Supply-ChainManagement86

CHAPTERTENMARKETECONOMYSOLUTIONS102

CHAPTERELEVENNETWORKECONOMYSOLUTIONSOFSCM109

CHAPTERTWELVESELECTINGSUPPLYCHAINSOLUTION121

CHAPTERTHIRTEENinternationaltrade131

CHAPTERFOURTEENLogisticsBestPractices138

CHAPTERFIFTEENBestPracticesCompaniesinSCMAction148

ChapterThree

Marketing

BasicRequirements:

掌握物流市场营销的概念，了解PEST分析法、4Ps理论和SWOT等管理分析工具。

MajorPoints:

物流市场营销的概念。

DifficultPoints:

PEST分析法

Twodistinctbusinessmanagementpracticesarebecomingincreasinglyvitaltotoday’stransportationoperations.Marketingisthemanagementprocesswhichidentifies,anticipatesandsatisfiescustomerrequirementsataprofit.Publicrelationspracticeisthedeliberate,plannedandsustainedefforttoestablishandmaintainmutualunderstandingbetweenanorganizationanditspublic.Companiesoperatinginthederegulatedtransportationsectorhavetocompeteinwhatiscalledthe‘businessenvironment’inwhichmarketingcanmakethedifferencebetweensuccessandfailure.

3.1Definition

Whileitistruethatthemethodsofmarketinghavebeenrefined,theprinciplesareasoldasbusinessitself.Statementssuchas‘weareamarketledcompany’onlyservetodemonstratetheextenttowhichbusinesseshaveconcentratedonproducingsomethingasneartoperfectionaspossible,withoutknowingifitiswhatthecustomeractuallywants.Evenwhenthatissuccessfullyachieved,itwouldnotbewiseforthecompanytositbackandwaitfortheprofitstoaccumulate,becauseifanothercompanyseessomeoneelsemakingasuccessinaparticularmarket,itmightfeelthatitcouldalsomakeprofits,hencecompetitionarises.

Transportationservicesarenodifferentfromtelevisionsoranyotherproductyoumightseeasyouwalkdownyourlocalhighstreet.Theyhavetobechangedtomeetnewdemands,newsocialhabits,newfacilities,risingincomes,amorewidespreadpopulation,etc.Ittakeslittleimagination,forexample,topredictwhatmighthavehappenedto,say,aninternationalhaulier

whoignoredtheopeningoftheChannelTunnel,orabusoperatorinBletchleywhomadenochangestohisservicesasaresultofthenearbynewtownofMiltonKeynesbeingbuilt.

3.2QuestionsofMarketing

Inarecession,marketingbecomesevenmoredifficulttooperatewhenthereareproblemsinretainingthecorebusinessthathasbeenbuiltup,nevermindexpanding.Onereasonfortheinterestinmarketingisthat,asitbecomesmoreandmoredifficulttocompeteandthemarkethasmoreandmoresuppliers,economicsprevail:

therearemorepeopleouttherechasingthesameamountofwork.Supplyexceedsdemand.Formostcompaniesengagedinproducingconsumergoods,forexample,marketingisalmostmoreimportantthanthesellingoftheproduct.

Thereisaprofessionalexpertiseinvolvedintheprocess,andtheamountofmoneyspentoftenreachesdoublefiguresasapercentageofturnover.Thesizeandshapeofthepackisassessedfromeveryconceivableangle.Isthepriceright?

Atwhichendoftheconsumermarketistheproductaimed?

Isitagrowingorshrinkingmarket?

Marketingstartswiththecustomerandhisneeds.Amarketing-orientedorganizationwilltrytomeetitscustomers’needsratherthanjustsellwhatitlikestooffer.Itmustalwaysbelookingaheadandassessingwhatitscustomers’needsarelikelytobeinthefuture.Finally,anorganization’smarketingeffortsmustneverlosesightoftheneedtocontributetoprofitability.

3.3PEST

Thefirststepwhenlookingatmarketinginthetransportationindustryistoconsiderthebusinessenvironmentandseewhereyourcompanyfitsin.Thiswillinvolvelookingatso-called‘PESTfactors’:

political,economic,socialandtechnologicalfactors.

Politics

Thisisabouttheexternalforceswithinwhichacompanyhastooperate.Forexample,since1979businesshashadtoworkunderaphilosophyofprivatisationandderegulation.TheGovernmenthasseenitsroleasoneoffightinginflation.Todothis,interestrateshavebeenusedasthetool.Businesseshaveseeninterestratesmovefrom5%to15%andbackagainoveraperiodoftime,andthishavecorrespondedwitharecession,makingunemploymentlevelsraise.Bankinterestratesarealsocriticalforthecompanytradingoverseas;theproblemsformanagerstoanticipateexchangeratesinrecentyearshavebeenwelldocumented.

Economics

Atthesametime,Britain’srolewithinworldtradehasbeenchanging.By1985,50%ofBritishtradewaswiththeEuropeanCommunity.Thetraditionaltradingpartners,suchastheCommonwealthcountries,arenolongerassignificantastheywereearlier.EuropeanCommission（EC）legislationnowaffectsBritishcompanies.Trendssuchasacceptinglarger,heaviertrucksonourmotorways,fittingemissioncontrolstoourvehicles,changingdrivers’hoursandevenspeedsarealltocome.Thereismuchhappeningwithwhichtokeepuptodate.AnycompanywantingtotradewithEuropemustbeawareofnewissuesandpolicies.

Socialtrends

Socialtrendsarealsoimportanttothecompanythatwishestodevelop.Therecanbefewwhoareunawareoftheimpactof‘environmentallyfriendly’goodsandservices.Forexample,awellknownremovalscompanyactuallymakesapointoftellingitscustomersthatallitsboxesandpackingmaterialsarerecyclableandbiodegradable.

Technology

Thisisanotherkeyareainthemoderntransportationbusiness.Look,forexample,atthecurrentadvertisementsontelevisionforexpressparcelservices,bothwithintheUKandworldwide.Computerlinksand‘parceltracking’areequatedwithpeaceofmindforthecustomer.

3.4MarketingTechniques

Themarketingmixisaboutshort-termplanningtomeetmarketingobjectives.Therearefourelements,oftencalledthefourPs.TheTransportationManagerwillneedtodecidewhatsortofmixisappropriatetoachievethemarketingobjectivesforthecompany.Theseobjectiveswillcomefromthecompany’scorporateobjectives,usuallysetbytheboardofdirectors.

Ausefulapproachisoneofraisingquestions:

Whatsortofproduct（service）willthecompanyneedtocreate?

Atwhatpriceshouldtheproductbesold?

Whereandhowwilltheproductbeplacedinthemarket?

Whatrolewillpromotionplayintheprocess?

Product

Theproduct,inmarketingterms,isbestunderstoodasasetofbenefitsofferedtothecustomer.Thoseofyouwithasalesbackgroundwillcertainlyknowtheexpression‘peoplebuybenefits,notgoods’.Thismeansthat,incommonwithitscompetitors,atransportationcompanywillhave,say,vehicles,drivers,finance,technology,superstaff,andsoon.

Bythemselves,though,thesewillnotbeenoughtoselltheproduct（forexample,thirdpartydistributiontoa‘bluechip’companyortransportationanelectroniccompany’ssalesteamsonintensive‘roadshow’promotionalprogrammes）.Thesalespointswillneedtobeexpressedintermsofbenefitstothecompanydoingthebuying.Inbothexamples,thebenefitmaybetheknowledgethatvaluablegoodsanddemonstrationequipmentwillnotbepilfered,or,inthesecondexample,thatthesalesteamswillalwaysmeettheirverytightschedule.

Thecompanymaybeabletosupplythesebenefitsbyestablishingupgradedsecuritysystems,orbypointingouttheexcellentrecordofitslong-termservicestaff.Thecustomer-orientedcompany,ofcourse,whentryingtogetbusiness,willalreadyknowthemainareasofconcerntothecustomerandanticipatethequestions.

Price

Thepriceisanimportanttoolinmarketing,althoughmanytransportationoperatorsdonotuseiteffectively.Someuse‘costplus’pricing,wherethetarifftothecustomerisworkedoutonthebasisofhowmuchitcoststheoperatorplusastandardmarginforprofit.Thismethodissimpletocalculate,andmayseemfair,butinfactitbearsnorelationtohowmuchtheparticularcustomerisable,orwilling,topay.

Itmustberememberedthatpriceandqualitycanbeseentorepresentoppositesidesofacoin.Economictheorymaintainsthattoreducequalitywithoutreducingpriceiseffectivelythesameasincreasingtheprice.Thisisalsotruetheotherwayround:

toimprovequalitybutkeepthesamepricecanbeviewedasapricereduction.

Place

Theplaceorlocationelementofthemarketingmixisalsoimportant.Ithasseveralinterpretationswhenappliedtotransportation.Place,inmarketingterms,isaboutpointsofsaleandthelocationofareasinwhichtodobusiness,etc.Becauseofthedispersednatureoftransportationactivities,itisalittlemoredifficulttodefine.Certainlytheconvenienceofaccesspointstoatransportationsystemcanbecritical,ormoreexactly,collectionanddeliverytimingscanbeofparamountimportancetotheclient.Failuretoachievethiscanleadtolossofbusiness.

Promotion

Thisissometimesreferredasthecommunicationsmix,becauseitrepresentstheblendoftechniquesusedforcommunicationbetweensuppliersandtheir‘targetgroups’.Thesegroupsareusuallycalledmarketsegments.Acompanywhichdevelopsaservice,whichsatisfiestheneeds

andwantsofitscustomers,willnotautomaticallyincreasesales.Thetargetmarketneedstobeinformed,encouraged,andmotivatedtobuy.Promotionisaboutcommunicatingthemessageofthecompany’sproductstoatargetaudience,andthemoste