物流英语课件第5章.ppt

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1、Chapter Five Customer-Oriented Marketing and Sales,Chapter Five Customer-Oriented Marketing and Sales,Teaching Aims,1To understand the new logistics marketing concept,2To understand four fundamental ideals of marketing concept,3To learn the ideal of customer accommodation,?,Chapter Five Customer-Ori

2、ented Marketing and Sales,1the four fundamental ideals of marketing concept,2.the ideal of customer accommodation,Main&Difficult Points,Now,lets begin,Text A Logistics,1 customer satisfaction 客户满意度,4 customer needs and requirements 客户需求,2 customer accommodation 客户至上,3 customer-oriented 以顾客为中心,5 mark

3、et segmentation 市场细分,6 relationship marketing 关系营销,7 micro-marketing微观销售学 8 one-to-one marketing 一对一营销,二、New concept of logistics marketing,What logistics marketing?,?,?,二、New concept of logistics marketing,Contemporary marketing emphasizes customer satisfaction or customer accommodation.,三.Four fun

4、damental ideals of marketing concept,Question:Of the four ideals of marketing concept,which one is the focus of logistics strategy?,1.Customer needs and requirements are more basic than products and services.,2.Different customers have different needs and requirements.,3.Products and services become

5、 meaningful only when available and positioning from the customers perspective.,Question:What does relationship marketing focus on?,Question:In this text,what does the micro-marketing or one-to-one marketing refer to?,物流营销新概念,Definition of logistics marking,四、Chinese Version:课文译文,四、Chinese Version:课

6、文译文,在传统营销当中,企业侧重于取得成功的交易,或在与客户的交易中获得利润;现代营销则更加重视客户满意度和适应度(满足客户需求)。现代侧重客户的基本原则深深植根于营销的概念。,In traditional marketing,firms focus on the success of transactions,or transactions with customers profit;modern marketing is more emphasis on customer satisfaction and fitness.Modern emphasis on the basic princ

7、iples of customer deeply rooted in the concept of marketing.,四、Chinese Version:课文译文,一家公司如何在竞争者中脱颖而出,创造自己的销售优势?有这么一条商业基本原则:企业策略的重点应该是它所面对的客户。企业要达到自己的目标,必须比其竞争者更加有效地找出特定客户的需求,然后集中企业资源和活动,满足这些特定的需求。营销概念基于以下几个方面:客户需求比产品和服务更为基础;不同客户的需求不同;只有从客户角度出发的产品和服务才有意义,这一点是物流策略的着重点;而后是销售量服从于利润,(即对利润的要求高于销售量)。,How a

8、company competitors to create their own marketing advantage?That there is a basic principle of business:business strategy should focus on its customers face.Enterprises to achieve their goal,we must more effectively than their competitors to identify specific customer needs,and then focus on corpora

9、te resources and activities to meet these specific needs.Marketing concept is based on the following areas:customer demand more than the basic products and services;different customers are different;just from the customer point of view of products and services makes sense,and this is the focus of th

10、e logistics strategy;then be sold subject to profit,四、Chinese Version:课文译文,只要完全理解产生营销机会的驱动力,就会知道客户需求比产品和服务更为基础。最关键的是,理解并找出产品和服务如何结合才能满足客户的需求,也就是,对基本客户的需求产生足够的见解,配以相应的产品和服务。成功的营销始于对客户的深入研究,找出他们对产品和服务的需求。,Create marketing opportunities as long as fully understand the driving force,will know that custo

11、mer demand is more than the basic products and services.The key is to understand and find out how to combine the products and services to meet customer needs,that is,the basic needs of our customers generate enough insights,together with the corresponding products and services.Successful marketing b

12、egins with the customers in-depth research to identify their products and services.,四、Chinese Version:课文译文,请注意定义中还提到“商品的快速、高效发货收货和存储”。一般说来,效效果可以认为是“一家公司对他们承诺的工作完成状况的评估。”例如,公司承诺在接货后的24小时内将订单全部发出。实际发出的订单占多少?反之,效率指的是公司利用其资源来完成承诺工作的能力。再如,某公司利用相对昂贵的优先快速运输服务来弥补物流系统的其它不足。,Note that the CSCMP definition als

13、o refers to“efficient and effective forward and reverse flow and storage.”Broadly speaking,effectiveness can be thought of as“how well does a company do what they say theyre going to do?”4 For instance,if a company promises that all order will be shipped within 24hours of receipt,what percentage of

14、order are actually shipped within 24hours?In contrast,efficiency can be thought of as how well company resources are used to achieve what a company promise it can do.For example,some companies use premium and expedited transportation service-which cost more money-to cover for shortcoming in other pa

15、rts of its logistics system.,四、Chinese Version:课文译文,在发货、收货和储存方面,传统物流侧重于指向消费的发货和储存。但是,现代物流已逐步认识到了从消费点组织的逆向发货和存储(逆向物流)的重要性。在如今的商务环境下,物流不仅仅是货物本身的流动和存储,更是信息的流动和存储。信息技术的进步使公司信息取代库存量的管理变得更加简单易行和不断地降低成本。,In regard to forward and reverse flows and storage,logistics has traditionally focused on forward flows

16、 and storage,that is,those directed toward the point of consumption.However,the logistics discipline has recognized the importance of reverse flow and storage(reverse logistics)increasingly,that is,those that originate at the point of consumption.In fact,in the contemporary business environment,logi

17、stics is as much about the flow and storage of information as it is about the flow and storage of goods.Advances in information technology make it increasingly easy and less costly for company to substitute information for inventory.,四、Chinese Version:课文译文,营销概念的第二个方面在于,任何特定的产品和服务不仅仅只有一个市场。(不存在某单一市场适

18、合于任何既定的产品和服务。-此翻译与下文连接更顺畅?)所有的市场都由几个部分构成,每个部分都有自己不一样的要求。高效的市场细分要求企业能够明确识别细分的市场,并为其选择特定的目标。,The second aspect of the marketing concept is that any particular products and services is not the only one market.(Does not exist in a single market for any of the established products and services.-This tran

19、slation to connect more smoothly with the below?)All of the market by several parts,each part has its own different requirements.Efficient market segments require the enterprises to be able to clearly identify the market segments,and for selecting a specific target.,四、Chinese Version:课文译文,The third

20、aspect of the marketing concept is that customers want the product easy to get access to sex.In fact,the successful marketing,product and service must have the availability.Therefore,marketings job is to find out the advantages of products and services,to communicate,and the formation of trading mec

21、hanism.Logistics provides the time and the effectiveness of sales channels.The fourth aspect of the marketing concept focused on profitability and sales of the game.,营销概念的第三个方面在于,客户获取想要产品的易得性。实际上,成功的营销,产品和服务必须具备可得性。因此,营销的工作就是找出产品和服务的优点,加以传达,并形成买卖机制。物流则提供了时间和销售渠道的效用。营销概念的第四个方面侧重于获利和销售额的博弈。,四、Chinese

22、Version:课文译文,随着销售链管理概念的发展,关于营销策略的性质(自然属性)的基本理论发生了转变。这个变化既是关系营销被逐渐认识。关系营销注重与供应链的主要参与者,如消费者,直接客户,供应商发展长期关系,以求获得长期优先权和信赖。关系营销是建立在这样的认识基础上:在许多行业中,保留原有客户,保持他们大份额的购买量,比吸引新客户更重要。,With the development of distribution chain management concepts,marketing strategies on the nature(natural attribute)changes occu

23、rred in the basic theory.This change in relationship marketing is being increasingly recognized.Relationship marketing focus and a key player in the supply chain,such as consumers,direct customers,suppliers,develop long-term relationship in order to obtain long-term priority and trust.Relationship m

24、arketing is built on the basis of this understanding at:In many industries,to retain existing customers,maintain a large share of their purchases,is more important than attracting new customers.,四、Chinese Version:课文译文,市场细分和关系营销的最后是集中于单个客户。这种方法,又称为微观营销和个体营销,认识到每个客户有自己独特的需求。这样的方法不一定适用于每个客户,许多客户并不喜欢和所有

25、供应商有如此密切的关系。但是,个体营销能够极大减少交易成本,更好地适应客户的需要,使交易从单个变成惯例。,Market segmentation and relationship marketing is focused on a single customer last.This method,also known as micro-marketing and individual marketing,recognizing that each customer has their own unique needs.This method does not necessarily apply

26、 to each customer,many customers do not like and all suppliers are so closely related.However,individual marketing can greatly reduce transaction costs,better meet customer needs,so that the transaction from a single into practice.,五、Topics for Discussion讨论话题,1.What are the differences between tradi

27、tional marketing concept and contemporary marketing concept?,2.List four fundamental ideal of marketing concept.,The new text is coming,Text B Customer accommodation,一、Key terms,2.operational performance 操作效能,3.customer expectations 客户期望值,4.end-users 最终用户,5.lot size 批量(大小),6.customer-specific 根据客户规格

28、专业定制,7.business relationship 业务关系,1.service platform 服务平台,二、Ideal of Customer Accommodation,The marketing concept provides the foundation for customer accommodation with its fundamental focus on customer needs rather than on products or services,the requirement to view and position products and serv

29、ices in a customer context,identification of market segments that differ in needs,and commitment that volume is secondary to profit.,三、Three Levels of Increasing Commitment,1.The first level-basic logistics customer service,2.The second level-customer accommodation,3.The highest level-customer accom

30、modation,Question:For what reason that requirements are frequently downgraded into expectations?,客户至上,Customer accommodation,四、Chinese Version:课文译文,四、Chinese Version:课文译文,当客户与供应商交易时,他们怀有各种各样的期望。许多期望是围绕着供应商的物流服务平台的,例如相关服务的可得性、运作绩效和可靠性。在一个物流供应链背景下,客户期望的动机尤其复杂,因为客户通常是指具备多种功能并且由许多个体组成的商业机构。消费组织中的不同人员对操作

31、标准的优先次序有不同的理解,或者他们对标准有不同的期望值。,When the customer and supplier transactions,they harbor a variety of expectations.Many expectations are centered on the logistics service platform providers,such as the availability of related services,operational performance and reliability.In the context of a logistic

32、s supply chain,customer expectations,motivation,particularly complex,because customers usually refers to a multi-functional and composed of many individual business establishments.Consumer organizations on the operation of different standards officers have a different understanding of priorities,or

33、they have different expectations of the standards.,四、Chinese Version:课文译文,在市场和商业策略中,客户满意度一直以来都是一个首要概念。物流业的基础理念是客户至上,不论这些客户是最终用户还是内部用户。市场营销的概念为客户至上提供了一个基准,那就是关注客户的需要而不是关注产品或服务,要在客户的角度思考和定位产品,根据客户的不同需要划分市场,确保优先考虑客户利益,其次才是产品数量。,In the market and business strategy,customer satisfaction has always been a

34、 primary concept.The basic concepts of the logistics industry is customer first,whether those customers are end users or internal users.Marketing concept of customer first provides a benchmark that is concerned about the clients needs rather than on products or services,to thinking in terms of custo

35、mers and positioning products,divided according to customers different needs of the market,to ensure priority to the interests of customers,followed by is the number of products.,四、Chinese Version:课文译文,现代市场营销概念的实施表明关注与客户的关系要比优质的个体交易更加重要。关注个体客户的需求是一对一市场的核心部分。在某一供应链环境中,客户需求牵涉到空间的便利性批量大小等候时间,以及服务产品的多样性

36、和产品的组合,这就就必须依靠物流绩效来保证。,The implementation of modern marketing concepts that concern the relationship with customers than the quality of individual transactions is more important.Focusing on the individual customers needs is the core of one to one market.In a supply chain environment,the customer nee

37、ds to the space Di convenience involved、Waiting time,and the diversity of service offerings and product portfolio,which must rely on logistics performance to be guaranteed.,四、Chinese Version:课文译文,为建立平台保障“客户至上”,组织机构在三个层次上提高信誉。基本的物流客户服务是第一层次。为了使自己更富竞争力,每家公司都需要基本的服务能力,以此来平衡可用性、操作效能和可靠性。,Create a platfo

38、rm for the protection of customer first organization on three levels to improve credibility.Basic logistics customer service is the first level.In order to make themselves more competitive,every company needs basic services capabilities,in order to balance the availability,operational efficiency and

39、 reliability.,四、Chinese Version:课文译文,In addition to basic services to meet clients outside the second level are:customer(satisfaction)first.Concern as long as basic services operating performance within the organization,then the inevitable customer satisfaction,including customer expectations and th

40、eir suppliers performance.Typical customer expectations not only refers to the logistics considerations,but also with the communication,integrity and response-related factor,as Apart from operational reliability and responsiveness of the customer specific knowledge in addition.Lack of knowledge of c

41、ustomer expectations,incorrect operation standards,operational errors,failures of communication,customer expectations of the operation error can not be customer satisfaction.,除了基本的服务满足客户以外,第二层次是:客户(满意)至上。只要基本服务关注组织内部的运作绩效,那么顾客满意度必然包括顾客期望和他们对供应商表现的看法。顾客期望不仅仅指典型的物流考虑因素,还包括与沟通、诚信度和反应性相关的因素,还有除操作信度和反应性之

42、外的顾客特定知识。对客户预期知识的缺乏、不正确的操作标准、操作失误、失败的沟通、顾客对操作错误的预期都无法让客户满意。,四、Chinese Version:课文译文,最高层次是使客户成功发挥作用。要想满足甚至超越预期,一个成功的平台必须关注客户需求。客户预期和客户需求经常不一致。服务供应商获取成功要求透彻地了解客户基本需要和他们的运作需求,并且承诺提高客户商场成功竞争能力。增值服务体现了物流是一种能够使客户成功发挥重要作用的一种方式。然而客户成功地发挥作用是和一对一的营销关系相关联的,在个别案例中,这是保证与各类客户建立长期合作关系的最可行的途径。,The highest level of c

43、ustomer success is to play a role.To meet or exceed expectations,a successful platform to focus on customer needs.Customer expectations and customer needs often inconsistent.Service provider and ask for a thorough understanding of the basic needs of our customers and their operational needs,and comm

44、itment to improve customer shopping ability to compete successfully.Reflects the logistics value-added services is an enabling customers to play an important role in a successful way.However,to successfully play the role of customers and one to one marketing relationship associated,in some cases,thi

45、s is to ensure that all customers with long-term cooperation between the most viable way.,四、Chinese Version:课文译文,要使客户成功发挥作用必须从关注客户期望转化为关注客户需求。需要如前所述,客户需求是客户期望的形成基础,但并不等同于客户期望。通过对前期绩效的认知,客户的口碑,或来自公司本身的沟通需求常常降解为期望。显然,一个能使客户成功发挥作用的营销方案包括全面了解客户的个体需求和关注具有高收益潜力的长期商业关系。,For customers concerned about the su

46、ccess of the role of customer expectations must be translated into customer focus.Needs mentioned above,the customer demand is the basis for the formation of customer expectations,but not equivalent to customer expectations.Early cognitive performance through customer word of mouth,or from the commu

47、nication needs of the company itself is often degraded to expect.Obviously,one can play a role in the successful marketing client programs include a comprehensive understanding of customer needs and concerns of individuals with high earnings potential long-term business relationships.,五、Topics for d

48、iscussion or debate讨论或辩论话题:,1.What are the three levels of customer accommodation to increase commitment?2.Do you know any real cases happened in your life about customer accommodation?Please share the experience you have with your group member?,The key to translation,1.营销概念基于以下四个方面:客户需求比产品和服务更为基础;不

49、同客户的需求不同;只有从客户角度出发的产品和服务才有意义。最后一点是物流策略的重点。2.成功的营销始于对客户的深入研究,找出他们对产品和服务的需求。3.营销概念的第三个方面在于,客户能够迅速获得想要的产品。4.当客户与供应商交易时,他们怀有各种各样的期望。许多期望是围绕着供应商的物流服务平台的,例如相关服务的可用性、操作效能和可靠性。5.市场营销的概念为客户至上提供了一个基准,那就是关注客户的需要而不是关注产品或服务,要在客户的角度思考和定位产品,根据客户的不同需要划分市场,确保优先考虑客户利益,其次才是产品数量。6.显然,一个能使客户成功发挥作用的营销方案包括全面了解客户的个体需求和关注具有高收益潜力的长期商业关系。,Thank You!,

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