進一步整合營銷和物流通過客戶服務在渠道【外文翻譯】

1、畢業(yè)論畢業(yè)論文（文（設計設計）外文翻）外文翻譯題目：渠道有效性研究一、外文原文標題：FurtheringtheIntegrationofMarketingLogisticsThroughCustomerServiceintheChannel原文：Customerserviceisapervasiveboundaryspanningactivitythattakesplacefromwithinbeyondthefirm.Thekeyto

2、creatingaunifiedperspectiveisintegrationfromwithinthefirmbetweenthefirmtheotherchannelmembers.Integrationwithinthefirmshouldfocusonmarketinglogisticsactivities.Thesearetheprimaryfunctionswhichinterfacewiththecustomer.The

3、thrustofthefirmoccursthroughmarketinglogistics.Traditionallymarketinglogisticshaveevolvedseparatelywithinmanycpations.Ironicallyonekeytoresolvetheroleresponsibilitiesscopeofcustomerservicebeginswiththeintegrationofthesem

4、ajcustomercontactingfunctions.ChannelIntegrationConceptualintegrationisaccomplishedbyadoptingonemeofthefollowingstrategies.Thefirststrategyfocusesontheprocessesusedtocreateaproductserviceconcentratingonimprovingthoseproc

5、essesfmaximumoperatingefficiency.Thisstrategyemphasizescostcontainmentcontrol.Thesecondstrategyfocusesonthemarketastheinitiatingpointofbusinessactivity.Whilethemarketisalogicalpointofdeparturefanalysisofganizationalactiv

6、itiesitisstillnotfullyrecognizedbybusinessastheprevalentstrategyfganizationaloperations.ThethirdstrategyisganizationalintegrationwhichisanextensionoftheMarketingConcept.Thisstrategyconsiderstheimplicationsofthe“channel“s

7、ystemontheoperationsoftheganizationexpstheissuesfromstrictlyinternalconcernstothosewhichspanganizations.Theconsiderationofchannelintegrationonthefirmsmarketinglogisticsactivitiessubstantiatestheneedfcodinatedmarketinglog

8、isticsinterfaceactivitiesbetweenchannelmembersaswellasbetweenthefunctionalareaswithineachfuTn.Asanexamplethesalespersonsabilitytocompletethetransactionwiththecustomermaybedependentonlogisticsabilitytodelivertheproductwit

9、hintheallowabledeliverywindowdeterminedbythecustomerswarehouseoperatingparties.Fcontractualchannelslegaldocumentssuchasfranchisecontractsspecifyrelationalactivitiesbetweenthepartiesduringthedurationofthecontract.Incpatec

10、hannelscommonownershipofchannelganizationsallowsincreasedcontrolofchannelactivitiesthroughthedirectauthityprovidedwithintheganizationalstructure.Therefefirmmanagementofmarketinglogisticsactivitiesisdependentonthetypeofch

11、annelstrategyemployed.Theprimaryvariablesofthemarketinglogisticsinteractwithoneanothertoimpactthefirmsserviceperfmance.Manyofthesevariableshavepreviouslybeenidentifiedintheliteratureasbeingstrictlycustomerservicevariable

12、s.Table1reclassifiesthesecustomerservicevariablesasmarketinglogisticsvariables.ThefollowingdiscussiondemonstratestheinteractionofthesevariablespresentedinTable1theirsubsequentimpactoncustomerserviceperfmance.MarketingMix

13、InterfacesMarketingactivitieshavetraditionallybeenclassifiedintothegeneralareasofproductpricepromotionplace.Theinteractionofthesefourareascreatethetransactionbetweenthefirmitscustomer.Inthissectioneachelementofthemarketi

14、ngmixisdiscussedtodemonstrateitsinteractionwithothervariablesoflogistics.Thesemarketinglogisticsactivitiesjointlyleadtocustomersatisfactiondissatisfactionthroughcompletionofthetransactiontheperfmanceofcustomerservice.Pro

15、ductDecisionsMarketingdecisionswithrespecttotheproducthaveadirectimpactonlogistics.Theinterfacebetweentheseproductdecisionslogisticalperfmancedetermineswhetherchannelmemberexpectationsofservicewillbesatisfied.Twoexamples

16、ofthisinterfaceareoffered.Productlinebreadthwidthdeterminesthenumberofstockkeepingunits.AsthenumberofSKUsincreasescustomerexpectationsregardingproductfunctionalperfmancecanbemecloselymatched.HoweverthisincreaseinSKUsseri

17、ouslyaffectstheabilityofthelogisticssystemtomaintainadequateinventylevelsfillrates.Thelikelyresultisthatstockoutswillincreasefillrateswilldecreasecustomerexpectationsregardingproductavailabilitywillnotbemet.Failuretoprov

18、ideavailabilityoftheproductdeteriatescustomerservicelevelsincreasescustomerdissatisfaction.Secondpackagingdecisionsaredirectlylinkedtologisticsactivities.Packagedesignsizeshapeinfluencematerialshlingacteristicstransptati