1、4-1,第三章思考题,CR (2004) Prentice Hall, Inc.,Chapter 4,为何市场倾向于FOB目的港定价,4-2,为何市场倾向于FOB目的港定价,Why do marketers tend to prefer FOB destination pricing rather than FOB origin pricing? There are several reasons why marketers like FOB destination pricing. First, it enables a company to expand the geographic ar
2、ea to which its product is sold because distant customers in a region do not pay the full costs of transportation. Second, because each buyer has the same landed cost, it is easier for a company to apply a uniform retail price on a regional or national basis. Third, because the seller controls the l
3、ogistics network, it can function in a manner that is most beneficial to the sellers overall objectives.,4-3,为何市场倾向于FOB目的港定价,为什么营销人员倾向于更喜欢目的地定价而原产地定价？ 首先，它使一个公司能够扩大其产品的地理区域，因为远距离客户不支付运输的全部费用。其次，因为每个买家都有相同的落地成本，对某区域而言更容易为公司申请一个统一的零售价。第三，因为卖方控制的物流网络，它可以以一个最有利的方式，实现卖方的总体目标。2010国际贸易术语解释通则,4-4,抵岸成本指的是（ ）
4、 A通过水陆运输发运的产品 B货到付款的产品 C预付费的装运 D 既包括产品成本又包括运输成本,4-5,Landed costs refer to: a product that is shipped via surface transport a product that is quoted cost on delivery (COD) a prepaid shipment a price that includes both the cost of the product plus transportation to the buyer (d; p. 15),4-6,_是由住在装运点附近的
5、顾客支付超额运费。 A运费吸收 B包括运费的价格 C在售价上加计的假设运费 D抵岸价格,4-7,_ is the excess freight bill paid by customers who live near the shipping point. freight absorption运费吸收 delivered price包括运费的价格 phantom freight在售价上加计的假设运费 landed price卸岸价格,4-8,(c; p. 15),4-9,在FOB装运港定价中，下面哪一个是错误的（） A报价不包括到收货人的运输 B市场采用全国统一价格 C收货人必须为采购的产品运
6、输安排 D卖方从每一笔销售中总接受相同的净利润,4-10,In FOB origin pricing, all of the following are true except: prices quoted报价 do not include transportation to the consignee收货人 marketers can adopt uniform prices on a regional or national basis consignees must arrange for the transportation of the purchased product the s
7、eller always receives the same net from each sale (b; p. 15),4-11,_ 指的是在装运时支付费用给承运人。 A 运费预付 B 运费吸收 C 虚假运费 D FOB船上交货(离岸价格) origin,4-12,(a; p. 16),4-13,_ refers to a situation where the applicable charges are paid at the time a shipment is tendered to a carrier. freight prepaid freight absorption phan
8、tom freight FOB船上交货(离岸价格) origin (a; p. 16),4-14,_ 指的是在交货时支付运费. A 运费吸收 B 货运收益率 C 运费到付 D FOB 目的地,4-15,_ refers to charges being paid at the time of shipment delivery. freight absorption freight yield freight collect FOB destination (c; p. 16),4-16,市场营销组合的四个基本组成部分包括所有以下情况除外： A 价格 price B 生产production
9、C 产品product D 地点place,4-17,The four basic components of the marketing mix include all of the following except: price production product place (b; p. 14),4-18,物流供应链客户服务Logistics/Supply Chain Customer Service,物流不再是成本降低的最后领域，它是需求产生的新领域。“Logistics is no longer the last frontier of cost reduction, its th
10、e new frontier of demand generation.”,CR (2004) Prentice Hall, Inc.,Chapter 4,4-19,产品计划三角形 Product in the Planning Triangle,CR (2004) Prentice Hall, Inc.,库存战略,预测,客户服务目标,采购和供应时间决策,存储基础知识,存储决策,产品,物流服务,订单管理和信息系统,库存决策,运输战略,运输基础知识,运输决策,选址战略,选址决策,网络规划流程,4-20,Customer Service in Planning Triangle,CR (2004)
11、 Prentice Hall, Inc.,4-21,客户服务的定义 Customer Service Defined,客户服务被认为是企业使他们的产品差异化，保持顾客忠诚度，增加销售，提高利润的手段。它的因素包括产品价格；质量，服务。Customer service is generally presumed to be a means by which companies attempt to differentiate their product, keep customers loyal, increase sales, and improve profits. Its elements
12、 are: Price； Product quality ；Service。,4-22,它是营销矩阵的组成部分。 营销组合包括：价格、产品、促销、实物配送 服务的重要性： 实物分拨决定价格、产品，促销的主要因素是服务 产品的可获得性和订单周期时间是实物分拨的决定因素,-,-,-,It is an integral part of the marketing mix of:,-,Price,-,Product,-,Promotion,-,Physical Distribution,Relative importance of service elements,-,Physical distrib
13、ution variables dominate price, product, and,promotional considerations as customer service considerations,-,Product availability,and,order cycle time,are dominant physical,distribution variables,Customer service here,CR (2004) Prentice Hall, Inc.,客户服务因素Customer Service Elements,CR (2004) Prentice H
14、all, Inc.,4-4,4-24,常见的客户投诉的内容 Common Customer Service Complaints,CR (2004) Prentice Hall, Inc.,4-25,最重要的客户服务的因素 Most Important Customer Service Elements,CR (2004) Prentice Hall, Inc.,及时配送On-time delivery 订单满足率Order fill rate 产品条件Product condition 正确的文件Accurate documentation,4-26,订单周期时间 Order Cycle T
15、ime,CR (2004) Prentice Hall, Inc.,CUSTOMER Retail outlet 客户零售点,Customer order transmittal客户订单传输,Transmittal of backorder items缺货订单的传输,Order delivery送货,Express order delivery加急送货,FACTORY Order processing, assembly from stock, or production if no stock订单处理，从仓库配货或在无存货时生产,WAREHOUSE Order processing and
16、assembly 仓库订单处理和配货,Components of a Customer Order Cycle,CR (2004) Prentice Hall, Inc.,4-10,4-28,订单周期的因素Order cycle elements- 运输时间Transport time- 订单传输时间Order transmittal time-定单处理和配货时间 Order processing and assembly time- 生产时间Production time- 存货可得率Stock availability,29,订单周期时间被表示为双峰的频率分布 Order cycle ti
17、me is expressed as a bimodal frequency distribution,30,订单周期的限制因素Constraints on order cycle time- 订单处理的先后次序Order processing priorities- 订货条件Order condition standards (e.g., damage and filling accuracy)- 订货的限制条件Order constraint,4-31,物流客户服务的重要性 Importance of Logistics Customer Service当用正确的服务水平满足客户需求时，物
18、流能直接增加销售，市场份额，最终增加利润。,CR (2004) Prentice Hall, Inc.,4-32,服务对销售的影响,-服务影响5-6%的供应商的销售差距 Service differences have been shown to account for 5 to 6% variation in supplier sales Service affects customer patronage- Service plays a critical role in maintaining the customer base: On the average approximately
19、 6 times more expensive to develop a new customer than it is to keep a current one.,4-33,服务观察,最重要的客户服务因素是物流 最常见的服务投诉是迟延交货和最重要的服务要素是运送速度 对服务失败的惩罚主要是减少了赞助，即失去了销售 物流客户服务对销售的影响是很难确定的,CR (2004) Prentice Hall, Inc.,4-34,客户服务失败的罚则 Penalties for Customer Service Failures,CR (2004) Prentice Hall, Inc.,29%业务量
20、减少,2%拒绝支持促销,2%项目中止,4-35,Service Observations,The dominant customer service elements are logistical in natureLate delivery is the most common service complaint and speed of delivery is the most important service elementThe penalty for service failure is primarily reduced patronage, i.e., lost salesTh
21、e logistics customer service effect on sales is difficult to determine,CR (2004) Prentice Hall, Inc.,4-36,服务对客户购买的影响,物流服务对留住客户至关重要。 65%的业务来自现有客户。 开发新客户比留住现有客户的成本平均高约6倍。,CR (2004) Prentice Hall, Inc.,4-37,定义销售-服务关系,入门阶段-边际收益递减阶段-收益下降阶段 随着服务水平提高，接近竞争者提供的服务水平，可能产生的销售收益很少。假如企业产品的价格和质量与竞争者相当，那么在企业服务水平达到竞
22、争者的水平之前，业务是开展不起来的。该点就是入门的服务水平。 每一阶段都表明服务水平的等量提高带来的销售收入并不相等。,CR (2004) Prentice Hall, Inc.,提升供货商的物流客户服务水平加强竞争力Increasing logistics customer service level of a supplier to the best of its competition,销售额Sales,0,0,门槛 Threshold,边际收益递减 Diminishing returns,收益下降 Decline,转换期Range of transition,转换期Range of t
23、ransition,销售与客户服务关系示意图 Sales-Service Relationship,CR (2004) Prentice Hall, Inc.,4-15,4-39,销售服务关系模型Modeling a Sales-Service Relationship,Remember Revenue in ROLA,CR (2004) Prentice Hall, Inc.,4-40,Sales-Service Relationship by the Two-Points Method 两点法,CR (2004) Prentice Hall, Inc.,4-41,成本与服务Cost vs.
24、 service原理Theory 边际收入与边际成本相等的点 Optimum profit is the point where profit contribution equals marginal cost P是供应渠道中产品在仓库所在存储点的总利润，C是仓库的安全库存成本,利润最大化Profit maximization,收入Revenue,物流成本Logistics costs,改进物流客户服务Improved logistics customer service,0,0,成本或销售额Costs or sales,成本收入的权衡 Generalized Cost-Revenue Tra
25、deoffs,4-41,4-43,确定最优的服务水平 Determining Optimum Service Levels,CR (2004) Prentice Hall, Inc.,4-44,确定最优的服务水平 Determining Optimum Service Levels (Contd),CR (2004) Prentice Hall, Inc.,4-45,Given the following data for a particular productSales response rate = 0.15% change in revenue for a 1% change in t
26、he service level (fill rate)Trading margin = $0.75 per caseCarrying cost = 25% per yearAnnual sales through the warehouse = 80,000 casesStandard product cost = $10.00Demand standard deviation = 500 cases over LTLead time = 1 week,4-46, P = 销售毛利 销售反映系数 年销售量 C = 年库存持有成本 标准产品成本 补货提前期内的需求的标准偏差 z Set P =
27、 C and 按照一定的服务水平找到 z,4-47,Practice For a constant rate, P = trading margin sales response rate annual sales C = annual carrying cost standard product cost demand standard deviation over replenishment lead-time z Set P = C and find z corresponding to a specific service level,4-48,Determining Optimum
28、Service Levels (Contd),Find P P = 0.75 0.0015 80,000= $90.00 per year Find C C = 0.25 10.00 500 z = 1250 zSet P = C and solve for z, i.e., 90.00/1250 = z z = 0.072,CR (2004) Prentice Hall, Inc.,4-49,0,50,100,150,200,250,300,350,87-86,88-87,89-88,90-89,91-90,92-91,93-92,94-93,95-94,96-95,97-96,98-97,
29、99-98,在补货提前期内有存货的可能性 Probability of being in stock during replenishment lead time, %,收入的变化Change in gross profit, P,确定服务水平的图解法 Graphically Setting the Service Level,CR (2004) Prentice Hall, Inc.,4-50,D,SL (%) U L,D,z,87-86,1.125-1.08 = 0.045,88-87,1.17 -1.125 = 0.045,89-88,1.23 -1.17 = 0.05,90-89,1.
30、28 -1.23 = 0.05,91-90,1.34 -1.28 = 0.06,92-91,1.41 -1.34 = 0.07,93-92,1.48 -1.41 = 0.07,94-93,1.55 -1.48 = 0.07,95-94,1.65 -1.55 = 0.10,96-95,1.75 -1.65 = 0.10,97-96,1.88 -1.75 = 0.13,98-97,2.05 -1.88 = 0.17,99-98,2.33 -2.05 = 0.28,SL Levels in % for Various z Values,*Developed from entries in a nor
31、mal distribution table,zU zL =,CR (2004) Prentice Hall, Inc.,4-51,在正态分布表中找到z ，在提前期内最优库存可得率92%。For the change in z found in a normal distribution table, the optimal in-stock probability during the lead time (SL*) is about 92%.,4-52,4-53,4-54,Areas under Standardized Normal Distribution,4-55, 是正态分布曲线从
32、预测值（分布的均值）到曲线以下面积对应的点所代表的标准差的倍数。A table entry is the proportion of the area under the curve from a z of 0 to a positive value of z. To find the area from a z of 0 to a negative z, subtract the tabled value from 1.,4-56,最优的服务水平变化 损失函数,按照田口玄一的理论设定服务的变化损失函数的形式 L = 损失， $k = 常数，待定y = 服务变化的值m = 服务变量的目标值,4
33、-57,Setting service variability according to TaguchiA loss function of the form L = loss in $k = a constant to be determinedy = value of the service variablem = the target value of the service variable,TargetService variable, m,4-58,Cost penalty, L,Missing target causes increasing penalty Taguchi,超出
34、范围的服务惩罚Service penalty only if outside this rangeTraditional,y,适用于物流客户服务的田口损失函数,目标值 服务,下限,上限,4-59,Setting the allowable deviation from the target service level m is to optimize the sum of penalty cost for not meeting the service target and the cost of producing the service.TC = service penalty cost
35、+ service delivery cost If the service delivery cost is of the general form DC = A B(y-m), then find the optimum allowed deviation from the service target.,Optimizing on Service Performance Variability (Contd),CR (2004) Prentice Hall, Inc.,4-60,If m is set to 0, y is the optimal deviation allowed fr
36、om target,Marginal delivery cost = marginal penalty cost,CR (2004) Prentice Hall, Inc.,4-61,4-62,Example 匹萨饼要求在30分钟内送到，超过10分钟惩罚3美元每单。配送成本是2美元，但是下降的速率是0.15元/分钟。配送服务中允许多大的偏差？Pizzas are to be delivered in 30 minutes (target.) Pizzas delivered more than 10 minutes late incur a penalty of $3 off the pizz
37、a bill. Delivery costs are estimated at $2, but decline at the rate of $0.15 for each minute deviation from target. How much variation should be allowed in the delivery service?,4-63,No more than 2.5 minutes should be allowed from the 30-minute delivery target to minimize cost.,Service Variability E
38、xample,Convert fixed penalty to Taguchi-style loss curve,Delivery service, min,Cost penalty, $,30,40,3,4-64,设定服务水平 Setting Service Levels 服务作为约束条件Service treated as a constraint on design 服务突发计划Planning for service contingencies,4-65,衡量服务水平 Measuring Service Performance,订单录入 运输 库存和产品的可得率 产品破损 生产/仓库的
39、作业时间,CR (2004) Prentice Hall, Inc.,4-66,应急服务,Service Contingencies 系统故障System Breakdown Actions 就所承受的风险投保Insure the risk 就被选供应源制定计划Plan for alternate supply sources 安排备选运输方案Arrange alternate transportation 调整需求Shift demand 快速响应需求的变化Build quick response to demand shifts 就中断设定库存Set inventories for dis
40、ruptions,4-67,CR (2004) Prentice Hall, Inc.,产品召回 Product Recall Actions 成立专案小组委员会Establish a task force committee 跟踪产品Trace the product 逆向物流渠道的设计Design a reverse logistics channel,4-68,物流客户服务的措施评估 Appraise This Measure of Logistics Customer Service,按照客户要求送货的比例 Percent of customer orders shipped by c
41、ustomer request date,Parker-Hannifin Corp.,CR (2004) Prentice Hall, Inc.,4-69,企业中由谁来制定客户服务目标,Who in the firm should establish customer service goals and objectives? Which departments should assist in arriving at this decision? Why? It is generally acknowledged that the establishment of customer serv
42、ice standards is a marketing function. Increasingly, however, logistics personnel are acting in an advisory capacity to the marketers. As pointed out in Question 1, logisticians are particularly adept at identifying and quantifying cost/service tradeoffs.,4-70,客户服务的目标,Define in general terms custome
43、r service goals and customer service objectives. Give a specific example of each. Goals tend to be the broader, generalized statements regarding the overall results that the firm is trying to achieve in the area of customer service standards. Objectives, on the other hand, are the means by which the
44、 goals are achieved. They start from a base point and the idea is to improve the specific requirements over a given time period. A customer service goal might be to provide a level of customer service that is consistently better than major competitors; an objective might be to reduce the order cycle
45、, on average, from five days to four days.,4-71,客户服务目标经常使用哪些指标,What are the most commonly used specific objectives for customer service programs? The answer to this question may vary from customer to customer. Some customers, for example, may place a premium on order accuracy, or the percentage of o
46、rders that are both picked and sent correctly to the customer. Other customers might be more concerned with order fill rates, or the percentage of orders that can be filled immediately and completely from existing inventory.,4-72,订单周期,Define and describe the order cycle. Why is it considered an impo
47、rtant aspect of customer service? The order cycle is the elapsed time from when a customer places an order until the customer receives the order. It is an important aspect of customer service in part because the order cycle is frequently used to determine the parameters of customer service goals and
48、 objectives. The order cycle is also being used by some firms as a competitive weapon (generally the shorter the better), and technological advances now make it extremely easy (and fast) for customers to determine the exact status of their order(s).,4-73,订单传输、订单处理、订单捡取、订单传递,Discuss fully the basic p
49、arts that combine to form the order cycle. The order cycle is composed of four distinct parts (components). The first is order transmittal, and it is the time from when the order is placed until the vendor receives the order. The second component is order processing, and it is the time from when the
50、 order is received by the vendor until when the applicable warehouse is notified to assemble the order for shipment. The third component, order picking and assembly, refers to the time to pick and assemble the order and to notify the relevant transportation carrier(s). Finally, order delivery refers to the transportation carrier(s) collecting the product at the applicable warehouse and then transporting the product to the customer.,
