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Logistics and Marketing Integration: Enhancing Competitive Advantages…
Logistics and Marketing Integration: Enhancing Competitive Advantages
Satisfaction
customers’
needs and wants
delivery
Logistics
logistics and
marketing interface
good customer service
product, price, place, promotion and
packaging
Chain
Supply Management
integration of key business processes from end-user through original suppliers that provides products, services, and information that add value for customers and other stakeholders
Customer Value Chain
Drivers
Affordability (Price)
Accessibility (Place)
Awareness (Promotion)
Assurance (Packaging)
Availability (Product)
usual conflict on
purchasing, inventory, order processing, customer service and packaging
interaction
operations (production), marketing, procurement, and human resource management
Efficient Customer Response
supply-side
logistics activities, incorporates efficient
replenishment
demand-side
the marketing activities, incorporates
efficient store assortments, as well as promotion
(ECR), Just-In-Time (JIT)
minimum delay and minimum inventory
Quick Response (QR)
meeting customer demand by supplying the right quantity, variety and quality at the right time to the right place at the right price
Marketing
brand, designing a marketing plan
and creating customer awareness