tailieunhanh - Basic Marketing: A Global−Managerial Approach Chapter 12

Chapter 12. Distribution Customer Service and Logistics. When You Finish This Chapter, You Should: 1. Understand why logistics (physical distribution) is such an important part of Place and marketing strategy planning. | I Perreault-McCarthy Basic I 12. Distribution Customer Marketing A Service and Logistics Global-Managerial Approach 14 e Text The McGraw-Hill Companies 2002 1 When You Finish This Chapter You Should 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 it requires coordination of storing transporting and related activities. 4. See how firms can cooperate and share logistics activities to improve value to the customer at the end of the channel. 5. Know about the advantages and disadvantages of the various transporting methods. 6. Know how inventory decisions and storing affect marketing strategy. 7. Understand the distribution center concept. 8. Understand the important new terms shown in red . Chapter Twelve Distribution Customer Service and Logistics If you want a Coca-Cola there s usually one close by no matter where you might be in the world. And that s no accident. An executive for the best-known brand name in the world stated the objective simply Make Coca-Cola available within an arm s reach of desire. To achieve that objective Coke works with many different channels of distribution. But that s just the start. Think about what it takes for a bottle can or cup of Coke to be there whenever you re ready. In warehouses and distribution centers on trucks in gyms and sports arenas and thousands of other retail outlets Coke handles stores and transports over 250 billion servings of soft drink a year. Getting all of that product to consumers could be a logistical nightmare but Coke does it effectively and at a low cost. Think about it A can of Coke at the store costs only about 15 cents more that it costs you to have the post office deliver a letter. Fast information about what the market needs helps keep Coke s place promotion price produc I .