现代物流管理教学课件Chap003.pptxVIP

CHAPTER 3: CustomerRelationship Management;Customer-focused marketing Customer service Customer satisfaction Customer success Developing customer relationship management strategy;From perspective of the total supply chain End user of product in consumer market Company is customer in business market From perspective of specific firm within a supply chain Intermediate customer organizations exist between the firm and end users From perspective of a logistics manager Any delivery location For example, consumer home’s, retail / wholesale businesses, receiving docks of manufacturing plants and warehouses;Customer needs and requirements are more basic than products and services Different customers have different needs and requirements Products and services become meaningful only when available and positioned from the customer’s perspective Profit is more important than sales volume;Transactional vs. Relationship Marketing;Micromarketing or one-to-one marketing recognizes that each individual customer may indeed have unique requirements For example, Wal*Mart and Target are both mass merchandisers However, their requirements to interact logistically with suppliers differs significantly;Discrepancy in space refers to the fact that the location of production activities and location of consumption are seldom the same Discrepancy in time refers to the difference in timing between production and consumption Discrepancy in quantity and assortment refers to the mismatch between customer demand and manufacturing supply Customers seek small quantities and wide assortment Firms specialize in large quantities of a limited assortment;Four generic supply chain service outputs eliminate discrepancies;Customer-focused marketing Customer service Customer satisfaction Customer success Developing customer relationship management strategy;Supply chains provide a mix of services, both generic and custom, in order to accommodate a range of customer requirements Each service mix can be config