distribution customer service and logistics · place and marketing strategy planning. 2. understand...
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Chapter 11 Distribution
Customer
Service and
Logistics
Copyright © 2014 by The McGraw-Hill Companies, Inc. All rights reserved
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1. Understand why logistics (physical distribution) is such an important part of Place and marketing strategy planning.
2. Understand why the physical distribution customer service level is a key marketing strategy variable.
3. Understand the physical distribution concept and why the coordination of storing, transporting, and related activities is so important.
4. See how firms can cooperate and share logistics activities that will provide added value to their customers.
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5. Know about the advantages and
disadvantages of various transportation
methods.
6. Know how inventory and storage
decisions affect marketing strategy.
7. Understand the distribution center
concept.
8. Understand important new terms.
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CH 12: Retailers,
Wholesalers & Their
Strategy Planning
Logistics customer
service
• What is it?
• Level to offer
• Cost
• JIT and EDI
Transporting
• Transportation
modes
• Benefits and
limitations
Storing
• Storage & strategy
planning
• Inventory costs
• Storage facilities
• Distribution centers
CH 11: Distribution
Customer Service &
Logistics
CH 10: Place &
Development of
Channel Systems
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Logistics
or
Physical
Distribution
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Customer service level
(percent of customers served
within some time period—say, four days) *Note: Sales may be lost because of poor customer service or because
of the high price charged to pay for too high a customer service level.
Total cost of
physical distribution
Inventory cost
Lost sales*
Transportation
cost 0
0
Co
st
90%
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Factors Affecting PD
Service Levels
Info on Product Availability
Order Processing Time
Backorder Procedures
Inventory Storage
Order Accuracy
Damage in Transit
Online Status Information
Advance Info on Delays
Delivery Time and Reliability
Compliance with Customers
Defect – Free Deliveries
Handling Adjustments/
Returns
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A manufacturer of accessories for personal computers evaluates all the alternative systems by combining order processing, transportation, inventory management, and storage. If the total cost approach is followed, which physical distribution system should the manufacturer select?
A. The one that maximizes customer service at the highest total cost.
B. The one that maximizes customer service at the lowest total cost.
C. The one that meets the customer service requirement at the lowest total cost.
D. The one that meets the customer service requirement and minimizes transportation cost.
E. The one that maximizes customer service and minimizes the cost of each individual component of physical distribution.
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JIT
Supply Chain
Shifting and Sharing
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Electronic
Data
Interchange
Continuously
Updated
Information
Systems
Areas Where
Computers
Help PD
Service
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Product
Availability
• False
expectations
about delivery
speed
• Selling products
that are not
available
• Running out of
popular products
Coordination of
PD
• Intentional delays
in order
confirmation
• Shifting of burden
of holding
inventory
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The best transportation alternative for shipping
chickens from farms in West Virginia to
processing plants in Maryland would be:
A. air.
B. truck.
C. rail.
D. water.
E. none of the above.
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Achieves Production Economies of Scale
Keeps Prices Steady
Builds Channel Flexibility
Needed When Production Doesn’t Match Consumption
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Cost of
inventory
becoming
obsolete
Cost of
damage while
in inventory
Cost of storage
facilities
Interest
expense &
opportunity
cost Total
Inventory
Cost
Handling costs
Cost of risks
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Type of Warehouse
Characteristics Private Public
Fixed investment Very high No fixed investment
Unit cost High if volume is low
– very low if volume
is very high
Low – charges are
made only for space
needed
Control High Low managerial
control
Adequacy for
product line
Highly adequate May not be
convenient
Flexibility Low – fixed costs
have already been
committed
High – easy to end
arrangement
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1. Understand why logistics (physical distribution) is such an important part of Place and marketing strategy planning.
2. Understand why the physical distribution customer service level is a key marketing strategy variable.
3. Understand the physical distribution concept and why the coordination of storing, transporting, and related activities is so important.
4. See how firms can cooperate and share logistics activities that will provide added value to their customers.
11-27
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5. Know about the advantages and
disadvantages of various transportation
methods.
6. Know how inventory and storage
decisions affect marketing strategy.
7. Understand the distribution center
concept.
8. Understand important new terms.
11-28
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1. logistics
2. physical distribution
(PD)
3. customer service
level
4. physical distribution
concept
5. total cost approach
6. supply chain
7. electronic data
interchange (EDI)
8. transporting
9. containerization
10. piggyback service
11. storing
12. inventory
13. private warehouses
14. public warehouses
15. distribution center
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