Podcast
Questions and Answers
Which characteristic of market segments refers to their capability to be effectively reached and served?
Which characteristic of market segments refers to their capability to be effectively reached and served?
- Actionable
- Accessible (correct)
- Measurable
- Economically viable
What is the main focus of GAP 1 in service quality?
What is the main focus of GAP 1 in service quality?
- Expected services versus perceived services (correct)
- Customer satisfaction versus service specification
- Service delivery versus expected services
- Customer needs versus service capability
Which of the following is NOT a phase of logistics development mentioned in the summary?
Which of the following is NOT a phase of logistics development mentioned in the summary?
- Continuous improvement phase
- Development phase
- Expansion phase (correct)
- Initial phase of planning
What is the purpose of segmented supply chain strategies?
What is the purpose of segmented supply chain strategies?
Which factor is primarily responsible for differentiating customer satisfaction from customer loyalty?
Which factor is primarily responsible for differentiating customer satisfaction from customer loyalty?
Which characteristic of market segments focuses on whether the variables can be quantified and tracked?
Which characteristic of market segments focuses on whether the variables can be quantified and tracked?
What should marketing strategies aim to achieve continuously according to the summary?
What should marketing strategies aim to achieve continuously according to the summary?
What is the primary goal of aligning supply chain strategy with marketing strategy?
What is the primary goal of aligning supply chain strategy with marketing strategy?
In the context of service quality, which type of gap is identified as GAP 4?
In the context of service quality, which type of gap is identified as GAP 4?
Which of the following is not a driver in logistics strategy?
Which of the following is not a driver in logistics strategy?
What challenge does online retailing present to logistics in a B2C model?
What challenge does online retailing present to logistics in a B2C model?
What is meant by segmentation in logistics strategy?
What is meant by segmentation in logistics strategy?
Which demographic factor is considered in segmentation?
Which demographic factor is considered in segmentation?
What is a critical reason for the rising customer expectations in supply chains?
What is a critical reason for the rising customer expectations in supply chains?
Which of the following is a factor affecting demand fulfillment in supply chain management?
Which of the following is a factor affecting demand fulfillment in supply chain management?
How do behavioral factors impact segmentation in logistics?
How do behavioral factors impact segmentation in logistics?
Flashcards
Supply Chain Strategy Alignment
Supply Chain Strategy Alignment
Matching supply chain strategy with marketing strategy to improve competitiveness.
Quality Service in Logistics
Quality Service in Logistics
Delivering high standards of service throughout the logistics process.
Logistics Strategy Drivers
Logistics Strategy Drivers
Factors influencing logistics strategy, including demand, competition, and product characteristics.
Marketing Perspective on Supply Chain
Marketing Perspective on Supply Chain
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Demand Creation
Demand Creation
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Demand Fulfillment
Demand Fulfillment
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Segmentation in Logistics
Segmentation in Logistics
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Customer Expectations
Customer Expectations
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Market Segmentation
Market Segmentation
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Economically Viable Segments
Economically Viable Segments
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Measurable Variables
Measurable Variables
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Actionable Segments
Actionable Segments
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Service Quality Gaps
Service Quality Gaps
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Customer Satisfaction vs. Loyalty
Customer Satisfaction vs. Loyalty
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Segmented Supply Chain
Segmented Supply Chain
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Customer Loyalty
Customer Loyalty
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Study Notes
Chapter 2: Putting the End-Customer First
- Learning Objectives: Students should understand how supply chains compete by aligning supply chain strategy with marketing strategy, the importance of quality service across logistics operations, and using logistics strategy drivers (demand, competitive, and product) to redefine segments and align marketing and supply chain management.
The Marketing Perspective
- Importance: Understands the marketing implications for supply chain strategy.
Marketing Implications for Supply Chain Strategy
- Demand Creation: Marketing involves promoting products to create demand.
- Demand Fulfillment: Supply chain management handles the logistics of delivering the products to fulfill demand.
- Marketing and Supply Chain Alignment: Aligning marketing and supply chain management is crucial for effectiveness.
Rising Customer Expectations
- Discernment: Customers are more discerning and are able to distinguish between alternative products.
- Education Level: A better level of general education leads to more discerning customers.
- Lifestyle Issues: Increased exposure to lifestyle issues in the media influences customer expectations.
The Information Revolution
- Business to Consumer (B2C): Online retailing becomes another channel for marketing products, presenting new challenges for logistics (inventory control, high availability, stock visibility).
- Business to Business (B2B): Web portals, marketplaces, and collaborative applications are tools for exchanging information, buying, selling, delivering, and handling payments.
Segmentation
- Purpose: Understanding the different ways to segment customers and markets.
- Types of Segmentation:
- Geographic (urban vs. rural, house types, regions).
- Demographic (age, sex, education).
- Technical (how customers use the product).
- Behavioral (spending patterns, purchase frequency).
Important Characteristics of Segments
- Economic Viability: Segments should be large enough to justify the marketing effort.
- Measurability: Characteristics easy to identify and measure.
- Accessibility: Reaching segments geographically and through media.
- Actionability: Effective attraction and service of the market segments.
Quality of Service
- Gaps in Service Quality: Key elements of supplier service specifications, service delivery, and customer expectations.
- Customer Satisfaction vs. Customer Loyalty: Distinction and maintaining loyalty.
Segmented Supply Chain Strategy
- Purpose: Developing multiple supply chain strategies that improve efficiency and service levels simultaneously in different customer segments.
Summary
- Marketing Strategies: Continuous marketing strategies to strengthen customer loyalty.
- Logistics Development: Phased logistics development with increasing demand for logistics capabilities.
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Description
This quiz explores Chapter 2 of supply chain management, focusing on aligning marketing strategies with supply chain operations. Discover how customer expectations and logistics impact demand creation and fulfillment. Test your understanding of the critical connection between marketing and supply chain effectiveness.
