abhishreshthaa
Abhijeet S
THE LOGISTICS / MARKETING INTERFACE :
Successful implementation of the marketing concept requires that companies both win and retain customers. To emphasise is on winning new customers and gaining new accounts. Even though the objective of any firm is to make a profit, now – days there is a shift in this objective.
The objective of a company is still to make profit, but not without establishing service policies and programs that will satisfy customers’ needs and deliver them in a cost-efficient manner. This approach is referred to as customer service.
Customer service is often the link between logistics and marketing. If the logistics system, particularly outbound logistics fails to function properly and a customer does not receive a delivery as promised, the company could lose future sales.
For instance, manufacturer can produce a good quality product at the right cost and marketing can sell it, but if logistics does not deliver it when and where promised, the customer will be dissatisfied.
Successful implementation of the marketing concept requires that companies both win and retain customers. To emphasise is on winning new customers and gaining new accounts. Even though the objective of any firm is to make a profit, now – days there is a shift in this objective.
The objective of a company is still to make profit, but not without establishing service policies and programs that will satisfy customers’ needs and deliver them in a cost-efficient manner. This approach is referred to as customer service.
Customer service is often the link between logistics and marketing. If the logistics system, particularly outbound logistics fails to function properly and a customer does not receive a delivery as promised, the company could lose future sales.
For instance, manufacturer can produce a good quality product at the right cost and marketing can sell it, but if logistics does not deliver it when and where promised, the customer will be dissatisfied.