Marketing and the Customer Value Chain: Integrating Marketing and Supply Chain Management

Cover
Half Title
Title Page
Copyright Page
Dedication
Contents
Introduction
1. Marketing mix elements: (P)roduct: Delimitation and integrative approach with SCM
Introduction
Learning goals
Structure
1.1 Product design and operations planning within the supply chain context
1.2 Definition and classification of products
1.2.1 Classification based on the nature of the product
1.2.2 Classification based on the willingness to purchase
Consumer goods
Industrial goods
1.3 Decisions concerning the product mix, brand, packaging, and labeling of a product
1.3.1 Product mix
1.3.2 Branding
1.3.3 Packaging and labeling of products
1.4 The new product development process
1.4.1 Stages of the new product development process
Idea generation
Internal sources of ideas
External sources of ideas
Idea screening
Idea evaluation
Business analysis
New product development
Marketing testing
Commercialization
1.4.2 Integrated management of the new products development process
1.4.3 The new product adoption process and strategies
1.5 Product life cycle
1.5.1 Stages of product life cycle
Introduction into the market
Growth
Maturity
Decline
1.5.2 Main issues concerning the product life cycle
Marketing and sales issues
Logistics issues
Development of environmentally friendly products
1.6 Inventory management
Inventory types
Continuous and periodic inventory control
Stock acquisition policy regarding quantity to be transported and frequency of transportation
ABC analysis
Economic-order quantity
Stock-related costs
The just-in-time philosophy
The lean production philosophy
Zero-level inventory
1.7 Demand forecasting
1.7.1 Independent demand forecasting
Qualitative methods in demand forecasting
Quantitative methods in demand forecasting
Time-series models
Forecast error and evaluation indicators
1.7.2 Dependent demand forecast
2. Elements of the marketing mix (price): Conceptual and integrated approach to supply chain management
Introduction
Learning goals
Structure
2.1 Pricing in the context of the supply chain
2.2 Introduction to pricing
2.3 Factors affecting pricing
2.3.1 Customer perceptions about the product value
2.3.2 Product cost
Activity-based costing (ABC)
Learning curve
Supply chain management and cost improvement
Available cash and accounts receivable
Inventory/Stock
Fixed assets
Short-term obligations
Foreign/Own capital
2.3.3 Pricing objectives
2.3.4 The overall marketing mix and the product life cycle
2.3.5 Market and demand
Relation of price and demand
Market shape/form
Competitors' pricing strategies
2.3.6 Supply chain factors
2.3.7 Legal constraints
2.4 Pricing methods
2.4.1 Pricing methods based on cost
Cost-plus and/or profit margin pricing
Deadlock or targeted profit pricing
2.4.2 Pricing methods based on demand (value)
Good value pricing
Added-value pricing
Marginal economic analysis
Reverse demand or targeted cost pricing
Reputation pricing
2.4.3 Pricing methods based on the competition
Pricing based on the market leader's or the main competitors' prices
Pricing based on the prevailing price on the market
Pricing of competitive offers
2.5 Pricing strategies for new products
2.6 Pricing strategies for product mix
2.7 Price-adjustment strategies
2.7.1 Discounts and subsidies
2.7.2 Pricing based on geographical position
2.7.3 Dynamic pricing
2.7.4 Yield or revenue management
2.7.5 Promotion pricing
2.8 Price-change strategies
2.8.1 Change in the basic price level
2.8.2 Reactions to changes in competitors' prices
2.9 Pricing of logistics services
Balanced scorecard
The SCOR model
Activity-based costing
Benchmarking
3. Marketing mix elements: (P)romotion: Delimitation and integrative approach with SCM
Introduction
Learning goals
Structure
3.1 Integrated Marketing Communications within the supply chain context
3.2 Introduction to Integrated Marketing Communications
3.3 Integrated Marketing Communications within a constantly changing environment
3.4 The communication process
3.5 Development of effective plans for Integrated Marketing Communications
3.5.1 Determination of the marketing strategy
3.5.2 Analysis of the existing situation of the communications mix
3.5.3 Determination of the target group
3.5.4 Determination of objective goals
3.5.5 Determination of the IMC mix budget
3.5.6 Determination of the IMC mix
Adoption curve
The life cycle stage of the product
Availability of budget resources
Target market - consumer or industrial - of the product
Degree of customer involvement with the product
Choices in the use of IMC push and pull strategies
3.5.7 Implementation of the IMC strategy
3.5.8 Monitoring, control and evaluation of the IMC strategy
3.6 Setting out the overall Integrated Marketing Communications mix
3.6.1 Advertising
Determination of the objective advertising goals
Determination of the budget of an advertising campaign
Creation of an advertising message
Planning/Designing the advertising media design
Evaluating the effectiveness of an advertising campaign
Advertising companies and other service providers in the advertising sector
3.6.2 Public relations
3.6.3 Sales promotions
3.6.4 Personal sales
Personal sales process
Strategic planning for the sales team
3.6.5 Direct marketing
Direct marketing means
3.6.6 Electronic/Digital marketing
3.7 Product packaging for promotion
Goals and objectives of packaging
Types-categorization/classification
Challenges
4. Marketing mix elements: (P)eople: Delimitation and integrative approach with SCM
Introduction
Learning goals
Structure
4.1 Main features of services (the 4 "I"s)
4.1.1 Intangibility
4.1.2 Indivisibility
4.1.3 Inhomogeneity - Heterogeneity
4.1.4 Consumability/Perishability - Inability to be stored
4.2 Classification of services
4.3 The importance of human resources in the provision of high-quality services
4.3.1 Human resources and the service-profit chain
4.3.2 Impact of human resources on the dimensions of the perceived service
4.3.3 Reasons of the staff's critical importance in the services sector
4.3.4 Categories of human resources based on customer contact and participation in the implementation of the marketing mix
4.4 Challenges faced by frontline employees
4.4.1 Frontline employees as boundary spanners
4.4.2 Sources of conflict
4.4.3 Balancing between efficiency and effectiveness
4.5 Human resource management in the provision of high-value services
4.5.1 Selection and staffing
4.5.2 Training and strengthening of frontline staff
Frontline staff training
Strengthening employees
Development of a collective work spirit
4.5.3 Securing support systems for provision of services
4.5.4 Evaluation and rewarding
Evaluation
Rewards and provision of motivation
4.5.5 Keeping the best employees
4.6 Supplementary foundations for the effective provision of high-value services
4.6.1 The service culture
4.6.2 Focus of the entire business on the front line
4.7 Human resource management within services supply chain context
4.7.1 Marketing Manager and Logistics Manager: friends or foes?
4.7.2 New trends in the cognitive and scientific objectives of supply chain executives
5. Extended marketing mix elements: (P)hysical Evidence: Delimitation and integrative approach with SCM
Introduction
Learning goals
Structure
5.1 Introduction to the physical evidence of services
5.2 Strategic roles of servicescape
5.2.1 Positioning of the differentiation strategy and communication of the corporate image and brand
5.2.2 Facilitation of the production process
5.2.3 Socialization of the participants in the service delivery process
5.2.4 Identification of the key components of the differentiation strategy
5.3 Types of servicescape
5.4 Theoretical models of the impact of the service environment
5.4.1 Mehrabian and Russel's SOR model
5.4.2 Bitner's Servicescape Model
5.5 Dimensions of the service delivery environment
5.5.1 Ambient factors
Temperature
Cleanliness of the space and air quality
Music
Noise
Smells
Colors
Lighting
5.5.2 Spatial planning and functionality
5.5.3 Signs, symbols and artistic effects
5.5.4 Exterior storefront atmospherics
5.5.5 Employees
5.5.6 Other customers
5.5.7 E-servicescape
5.6 Servicescape design strategy in the context of supply chain
5.6.1 Determining the strategic requirements of the physical evidence
5.6.2 Blueprinting of the service process
5.6.3 Clarification of the roles of the attendees
5.6.4 Identification and evaluation of opportunities to improve physicality
5.6.5 Updating and modernizing the servicescape
5.6.6 Cross-functional collaborations
5.7 Location problem
5.7.1 Location selection process
5.7.2 Center of Gravity
5.7.3 Load Distance
5.8 Layout approaches
5.8.1 Warehouse layout
6. Extended marketing mix elements: (P)rocesses: Delimitation and integrative approach with SCM
Introduction
Learning goals
Structure
6.1 Introduction to the service processes design
6.2 The interconnection between Operations Management and Marketing
6.3 Key components and blueprinting of service processes
6.3.1 Key components of service processes
6.3.2 Blueprinting of service processes
6.3.3 Blueprint design for service processes
6.4 Service processes design
6.4.1 Types of service processes
Objective of the service process
Degree of customer contact and contribution
Variety and volume per unit of provided services
6.4.2 Customer management in service processes
6.4.3 General strategic approaches for service processes
6.5 Design of processes in the context of service supply chains - Outsourcing
6.5.1 Third-Party Logistics (3PL) Providers
6.5.2 Advantages of outsourcing to 3PL companies
6.5.3 Disadvantages of outsourcing to 3PL companies
6.5.4 Types of Logistics Service Providers
6.5.5 3PL and 4PL Logistics
6.5.6 Outsourcing procedure
7. Transportation management
Introduction to chapter 7
Learning objectives
Outline
7.1 Transportation means
7.1.1 Transportation means
7.2 Combined transportation
7.2.1 Containers
7.3 Transportation of dangerous goods
7.4 International transportation
8. Crisis management and SCM
Introduction to chapter 8
Learning objectives
Outline
8.1 Challenges involved in modern supply chains
8.2 Case studies of supply chain risks
8.2.1 The Tsunami in Japan
8.2.2 The economic crisis
8.2.3 The Covid-19 pandemic
8.3 Conceptual approach of crisis management in supply chains
8.3.1 Sources of risk for supply chains
8.3.2 Risks
8.3.3 Impact/consequences of risks
8.4 Crisis management in supply chain
8.4.1 Recognition/identification of risks
8.4.2 Risk analysis/evaluation/assessment
8.4.3 Risk management
8.4.4 Monitoring risk management strategies
9. Delimitation of industrial markets: Features, significance, and synergies
Introduction
Learning goals
Structure
9.1 Introduction to industrial marketing in the context of supply chain management
9.2 Classification of industrial products
9.3 Industrial buyers and distribution networks
9.3.1 Commercial enterprises
9.3.2 Distribution channels
9.3.3 Government/public buyers
9.3.4 Institutional buyers
9.4 Characteristics of industrial markets
9.4.1 Derivative demand
9.4.2 Demand elasticity
9.4.3 Demand fluctuations
9.4.4 Supply elasticity
9.4.5 Seller-buyer relationships in industrial markets
9.5 Materials handling
9.5.1 Concept of unit load in materials handling
9.6 Storage
9.6.1 Importance of the warehouse
9.6.2 Roles of warehouses
9.6.3 Types of warehouses
9.6.4 Principal storage tasks
9.6.5 Distribution center design: Key parameters for supply chain networks
10. Emerging trends
Introduction to chapter 10
Learning objectives
Structure
10.1 Auto-ID technologies
10.1.1 Barcodes
Barcode types
Advantages of using barcodes
Disadvantages of using barcodes
10.1.2 Radio frequency identification
Advantages of using RFID
Disadvantages of using RFID
10.2 Modern logistics and supply chain technologies
10.2.1 Warehouse management system (WMS)
10.2.2 Geographic information systems in logistics services
10.3 Green marketing and green supply chain management
References
Index