LOGISTICS

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LOGISTICS
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8.1 ??

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• ???? ????(????)LOGISTICS MANAGEMENT
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8.2???????????

• ???? distribution channel??????????????????
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2. ??????????????,????? ???????(?? ???)
3. ???????,????? ???????,??,????
4. ???????????,??????

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• 1976? Antia Roddick ?????Brighton??
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• Body Shop ??? 47??,1800???
• ?? 1988??? 50?? 300??(2003.05)

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Meeting My Friend

• One of Nordstroms Promotional Strategies Related
  to Store Image Reinvent Yourself

www2.nordstrom.com
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?8.2
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8.2.1 ?????

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DUAL DISTRIBUTION(??)

• Network that moves products to a firms target
  market through more than one marketing channel

• IBMs Direct Marketing Channel (IBM.com) for a
  Product Also Sold Through Other Channels

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REVERSE CHANNELS

• channels designed to return goods to their
  producers

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CHANNEL STRATEGY DECISIONS

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• ?2? ??????????????
• ?3? Who Should PerformChannel Functions?(??)

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?1? ????????(?????????)

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?? ?8.1
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Cold Care TissueThe Product Factor of Low
Product Unit Values Typically Causes Firms to Use
Longer Marketing Channels
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?2? ??????????????

• ???? Distribution intensitynumber of
  intermediaries through which a manufacturer
  distributes its goods
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??????

1. ????? Intensive distributionchannel policy in
   which a manufacturer of a convenience product
   attempts to saturate the market
2. ????? Selective distributionchannel policy in
   which a firm chooses only a limited number of
   retailers to handle its product line????????
3. ????? Exclusive distributionchannel policy in
   which a firm grants exclusive rights to a single
   wholesaler or retailer to sell its products and a
   particular geographic area?????????????

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SchickWarner-Lambert Uses an Intensive
Distribution Strategy for Its Shaving Products
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RedkenExclusive Distribution Used for Redken
Hair-Care Products
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?3? Who Should PerformChannel Functions

• Fundamental principle that governs channel
  decisionsChannel members can shift
  responsibilities for the performance of certain
  marketing functions, but they cannot eliminate
  central functions

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8.3 ????????

• ???? Logistics?????????,??????????
• ?? Physical distribution???????????????????????
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• ??? Value chain
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8.3.1 ?????????

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• HOW
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• ?? system???????????????,?????????,??????
• ???? customer service
• ?? transportation
• ???? inventory control
• ??????? protective packing and materials
  handling
• ???? order processing
• ?? warehousing

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8.4.1 ??????

• ???????? Suboptimizationcondition that results
  when individual operations achieve their
  objectives but interfere with progress toward
  broader organizational goals
• ????? maqiladora

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8.4.2 ?????????

• Customer Service Standardstatement of goals and
  acceptable performance for the quality of service
  that a firm expects to deliver to its customers
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8.5 ?????????
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• ?? transportation
• ?? warehousing
• ???? inventory control
• ???? order processing
• ??,??? administrative and other handling costs
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Figure 8.8 Allocation of Physical Distribution
Expenditures, 2000-2003
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8.5.1 ?? transportation

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• ?? ?8.2
• ?? UPS Offering a Form of Intermodal
  Coordination Between Motor Carriers and Air
  Carriers When Speed Is Needed

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8.5.2 ?? warehousing

• ??Storage Warehouse
• warehouse that holds goods for moderate to long
  periods prior to shipment, usually to buffer
  seasonal demand
• ????Distribution Warehouse
• facility designed to assemble and then
  redistribute goods in a way that facilitates
  rapid movement to purchasers

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Automated Warehouse Technology

• Distribution costs can be cut and customer
  service improved by automating warehouse systems

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Goods Moving Through a Break-Bulk Distribution
Center
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8.5.3 ???? inventory control

• Important since firms need to maintain enough
  inventory to meet customer demand without
  incurring unneeded costs for carrying excess
  inventory
• Some firms attempt to keep inventory levels under
  control by implementing just-in-time (JIT)
  production

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8.5.4 ???? order processing

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• ?? stockout ????????

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• THANKS