1、4-1第三章思考题第三章思考题CR (2004) Prentice Hall, Inc.Chapter 4为何市场倾向于为何市场倾向于FOB目的港定价目的港定价4-2为何市场倾向于FOB目的港定价nWhy do marketers tend to prefer FOB destination pricing rather than FOB origin pricing?nThere are several reasons why marketers like FOB destination pricing. First, it enables a company to expand the g
2、eographic area 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 co
3、ntrols the logistics 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n为什么营销人员倾向于更喜欢目的地定价而原产地定价？n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。n2010国际贸易术语解释通则4-4n
4、抵岸成本指的是（ ）nA通过水陆运输发运的产品 nB货到付款的产品nC预付费的装运nD 既包括产品成本又包括运输成本4-5nLanded costs refer to:a product that is shipped via surface transporta product that is quoted cost on delivery (COD)a prepaid shipmenta price that includes both the cost of the product plus transportation to the buyern(d; p. 15)n4-6n_是由住在
5、装运点附近的顾客支付超额运费。nA运费吸收运费吸收B包括运费的价格包括运费的价格C在售价上加计的假设运费在售价上加计的假设运费D抵岸价格抵岸价格4-7n_ is the excess freight bill paid by customers who live near the shipping point. freight absorption运费吸收运费吸收 delivered price包括运费的价格包括运费的价格 phantom freight在售价上加计的假设运费在售价上加计的假设运费 landed price卸岸价格卸岸价格4-8n(c; p. 15)4-9n在FOB装运港定价中
6、，下面哪一个是错误的（）nA报价不包括到收货人的运输nB市场采用全国统一价格nC收货人必须为采购的产品运输安排 nD卖方从每一笔销售中总接受相同的净利润 4-10nIn 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
7、for the transportation of the purchased product the seller always receives the same net from each salen(b; p. 15)4-11n_ 指的是在装运时支付费用给承运人。nA 运费预付B 运费吸收C 虚假运费D FOB船上交货船上交货(离岸价格离岸价格) origin4-12n(a; p. 16)4-13n_ refers to a situation where the applicable charges are paid at the time a shipment is tendere
8、d to a carrier. freight prepaid freight absorption phantom freight FOB船上交货船上交货(离岸价格离岸价格) originn(a; p. 16)4-14n_ 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4-15n_ refers to charges being paid at the time of shipment delivery. freight absorption freight yield freight collect FOB destinationn(c; p. 16)4-
9、16n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：nA 价格 priceB 生产productionC 产品productD 地点place4-17nThe four basic components of the marketing mix include all of the following except: price production product placen(b; p. 14)n4-18物流供应链客户服务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，它是需求产生物流不再是成本降低的最后领
10、域，它是需求产生的新领域。的新领域。“Logistics is no longer the last frontier of cost reduction, its the new frontier of demand generation.”CR (2004) Prentice Hall, Inc.Chapter 44-19产品计划三角形产品计划三角形Product in the Planning TriangleCR (2004) Prentice Hall, Inc.PLANNINGORGANIZINGCONTROLLINGTransport Strategy Transport fun
11、damentals Transport decisionsCustomer service goals The product Logistics service Ord . proc. & info. sys.Inventory Strategy Forecasting Inventory decisions Purchasing and supply scheduling decisions Storage fundamentals Storage decisionsLocation Strategy Location decisions The network planning proc
12、ess 计划计划 组织组织 控制控制Transport Strategy Transport fundamentals Transport decisionsCustomer service goalsThe product Logistics service Ord . proc. & info. sys.Inventory Strategy Forecasting Inventory decisions Purchasing and supply scheduling decisions Storage fundamentals Storage decisionsLocation Stra
13、tegy Location decisions The network planning process 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4-20Customer Servicein Planning TriangleCR (2004) Prentice Hall, Inc.PLANNINGORGANIZINGCONTROLLINGTransport Strategy Transport fundamentals Transport decisionsCu
14、stomer service goals The product Logistics service Ord. proc. & info. sys.Inventory Strategy Forecasting Inventory decisions Purchasing and supply scheduling decisions Storage fundamentals Storage decisionsLocation Strategy Location decisions The network planning processPLANNINGORGANIZINGCONTROLLING
15、Transport Strategy Transport fundamentals Transport decisionsCustomer service goals The productLogistics service Ord. proc. & info. sys.Inventory Strategy Forecasting Inventory decisions Purchasing and supply scheduling decisions Storage fundamentals Storage decisionsLocation Strategy Location decis
16、ions The network planning process4-21客户服务的定义客户服务的定义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。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。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 produc
17、t, keep customers loyal, increase sales, and improve profits. Its elements are: Price； Product quality ；Service。4-22它是营销矩阵的组成部分。它是营销矩阵的组成部分。营销组合包括：价格、产品、促销、实物配送营销组合包括：价格、产品、促销、实物配送服务的重要性：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 a
18、n integral part of the marketing mix of:- Price- Product- Promotion- Physical Distribution Relative importance of service elements- Physical distribution variables dominate price, product, andpromotional considerations as customer service considerations- Product availability and order cycle time are
19、 dominant physical distribution variablesCustomer service hereCR (2004) Prentice Hall, Inc. 客户服务因素客户服务因素Customer Service ElementsCR (2004) Prentice Hall, Inc.客户服务客户服务Customer service交易前因素交易前因素Pretransactionelements 企业关于客户服务的书面陈述 客户得到的书面陈述 组织结构系统灵活性 System flexibility 技术服务交易中因素交易中因素Transactionelement
20、s 缺货水平 保留订单的能力 订单周期的各项因素 送货时间转运 系统准确性 订货的方便程度 产品可替代性交易后因素交易后因素Posttransactionelements 安装，品质保证、改装、维修，零部件供应产品跟踪 客户索赔，投诉 产品包装 维修期内，产品临时提供替代品4-44-24常见的客户投诉的内容常见的客户投诉的内容Common Customer Service ComplaintsCR (2004) Prentice Hall, Inc.12%货物破损货物破损 Damaged goods31% 产品质量问题产品质量问题Product or quality mistakes7% Ot
21、her6% 经常断货经常断货Frequently cut items44% 送货延迟送货延迟Late delivery4-25最重要的客户服务的因素最重要的客户服务的因素Most Important Customer Service ElementsCR (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 documentation4-26订单周期时间订单周期时间Order Cycle TimeCR (2004) Prentice Hall, I
22、nc.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WAREHOUSEOrder processing and assembly仓库订单处理和配货Components of a Custom
23、er Order CycleCR (2004) Prentice Hall, Inc.4-104-28n订单周期的因素Order cycle elementsn- 运输时间Transport timen- 订单传输时间Order transmittal timen-定单处理和配货时间 Order processing and assembly timen- 生产时间Production timen- 存货可得率Stock availability4-31物流客户服务的重要性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
24、客户需求时，物流当用正确的服务水平满足客户需求时，物流能直接增加销售，市场份额，最终增加利润能直接增加销售，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n-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 salesnService affects customer patronagen- Service plays a critical role in maintaining the
25、customer base:nOn the average approximately 6 times more expensive to develop a new customer than it is to keep a current one.4-33服务观察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客户服务失败的罚则Penalties for Customer Servic
26、e FailuresCR (2004) Prentice Hall, Inc.29%业务量减少2%拒绝支持促销2%项目中止4-35Service Observations The dominant customer service elements are logistical in nature Late delivery is the most common service complaint and speed of delivery is the most important service element The penalty for service failure is prim
27、arily reduced patronage, i.e., lost sales The logistics customer service effect on sales is difficult to determineCR (2004) Prentice Hall, Inc.4-36服务对客户购买的影响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定义销售定义销售-服务关系服务关系 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
28、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Sales00门槛Threshold边际收益递减Diminishing returns收益下降Dec
29、line转换期Range of transition转换期Range of transition销售与客户服务关系示意图销售与客户服务关系示意图Sales-Service RelationshipCR (2004) Prentice Hall, Inc.4-154-39销售服务关系模型销售服务关系模型Modeling a Sales-Service RelationshipRemember Revenue in ROLACR (2004) Prentice Hall, Inc.4-40Sales-Service Relationship by the Two-Points Method 两点法
30、两点法CR (2004) Prentice Hall, Inc.Logistics customer service levelSales00Approximation bytwo-points method4-41 成本与服务Cost vs. servicen 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n 利润最大化Profit maximization收入Revenue物流
31、成本Logistics costs改进物流客户服务Improved logistics customer service00成本或销售额Costs or sales成本收入的权衡成本收入的权衡Generalized Cost-Revenue Tradeoffs4-414-43 确定最优的服务水平确定最优的服务水平Determining Optimum Service LevelsCR (2004) Prentice Hall, Inc.4-44确定最优的服务水平确定最优的服务水平Determining Optimum Service Levels (Contd)CR (2004) Prenti
32、ce Hall, Inc.4-45nGiven the following data for a particular productnSales response rate = 0.15% change in revenue for a 1% change in the service level (fill rate)nTrading margin = $0.75 per casenCarrying cost = 25% per yearnAnnual sales through the warehouse = 80,000 casesnStandard product cost = $1
33、0.00nDemand standard deviation = 500 cases over LTnLead time = 1 week4-46 P = 销售毛利销售毛利 销售反映系数销售反映系数 年销售年销售量量 C = 年库存持有成本年库存持有成本 标准产品成本标准产品成本 补货提前期内的需求的标准偏差补货提前期内的需求的标准偏差 z Set P = C and 按照一定的服务水平找按照一定的服务水平找到到 z 4-47nPractice For a constant rate, P = trading margin sales response rate annual sales C
34、= 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 level4-48Determining Optimum Service Levels (Contd)Find P P = 0.75 0.0015 80,000 = $90.00 per yearFind C C = 0.25 10.00 500 z = 1250 zSet P =
35、 C and solve for z, i.e., 90.00/1250 = z z = 0.072CR (2004) Prentice Hall, Inc.4-4905010015020025030035087-86 88-87 89-88 90-89 91-90 92-91 93-92 94-93 95-94 96-95 97-96 98-97 99-98在补货提前期内有存货的可能性Probability of being in stock during replenishment lead time, %$/year收入的变化Change in gross profit, P 安全库存成
36、本的变化Change insafetystock cost, C 确定服务水平的图解法确定服务水平的图解法Graphically Setting the Service LevelCR (2004) Prentice Hall, Inc.4-50SL (%)U Lz87-861.125-1.08 = 0.04588-871.17 -1.125 = 0.04589-881.23 -1.17 = 0.0590-891.28 -1.23 = 0.0591-901.34 -1.28 = 0.0692-911.41 -1.34 = 0.0793-921.48 -1.41 = 0.0794-931.55
37、-1.48 = 0.0795-941.65 -1.55 = 0.1096-951.75 -1.65 = 0.1097-961.88 -1.75 = 0.1398-972.05 -1.88 = 0.1799-982.33 -2.05 = 0.28 SL Levels in % for Various z Values*Developed from entries in a normal 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
38、 found in a normal distribution table, the optimal in-stock probability during the lead time (SL*) is about 92%.4-524-534-54Areas under Standardized Normal Distribution4-55n是正态分布曲线从预测值（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
39、 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最优的服务水平变化损失函数损失函数n按照田口玄一的理论设定服务的变化按照田口玄一的理论设定服务的变化n n损失函数的形式 nL = 损失， $nk = 常数，待定ny = 服务变化的值nm = 服务变量的目标值2)(mykL-4-57Setting service variability according to Taguchi A loss function of the form
40、 L = loss in $k = a constant to be determinedy = value of the service variablem = the target value of the service variableTarget Service variable, m4-58Cost penalty, LMissing target causes increasing penalty Taguchi超出范围的服务惩罚Service penalty only if outside this rangeTraditionaly适用于物流客户服务的田口损失函数目标值服务下
41、限上限4-59Setting 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 + service delivery cost If the service delivery cost is of the general form DC = A - B(y-m)
42、, then find the optimum allowed deviation from the service target.Optimizing on Service Performance Variability (Contd)CR (2004) Prentice Hall, Inc.4-60If m is set to 0, y is the optimal deviation allowed from targetMarginal delivery cost = marginal penalty costCR (2004) Prentice Hall, Inc.kBmyBmykm
43、yddTCmyBAmykTC200)(2)()(2)(-TC = service penalty cost + service delivery cost 4-61kBmyBmykmyddTCmyBAmykTC200)(2)()(2)(-4-62Example 匹萨饼要求在匹萨饼要求在30分钟内送到，超过分钟内送到，超过10分钟惩罚分钟惩罚3美元每单。配送成本是美元每单。配送成本是2美元，但是下降的速率是美元，但是下降的速率是0.15元元/分钟。配送服务中允许多大的偏差？分钟。配送服务中允许多大的偏差？Pizzas are to be delivered in 30 minutes (targ
44、et.) Pizzas delivered more than 10 minutes late incur a penalty of $3 off the pizza 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?4-63minutes2.52(0.03)0.1500as taken is m
45、ifand0.031030103)( Find22 y y k)k(mykLk-2No more than 2.5 minutes should be allowed from the 30-minute delivery target to minimize cost.Service Variability ExampleConvert fixed penalty toTaguchi-style loss curveDelivery service, minCost penalty, $304034-64n设定服务水平设定服务水平nSetting Service Levels n服务作为约束
46、条件Service treated as a constraint on designn服务突发计划Planning for service contingencies4-65衡量服务水平衡量服务水平Measuring Service Performance订单录入运输库存和产品的可得率产品破损生产/仓库的作业时间CR (2004) Prentice Hall, Inc.4-66应急服务nService Contingenciesn系统故障System Breakdown Actionsn就所承受的风险投保Insure the riskn就被选供应源制定计划Plan for alternate
47、 supply sourcesn安排备选运输方案Arrange alternate transportationn调整需求Shift demandn快速响应需求的变化Build quick response to demand shiftsn就中断设定库存Set inventories for disruptions4-67CR (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 r
48、everse logistics channel4-68物流客户服务的措施评估物流客户服务的措施评估Appraise This Measureof Logistics Customer Service按照客户要求送货的比例Percent of customer orders shipped by customer request dateParker-Hannifin Corp.CR (2004) Prentice Hall, Inc.4-69企业中由谁来制定客户服务目标nWho in the firm should establish customer service goals and o
49、bjectives? Which departments should assist in arriving at this decision? Why?nIt is generally acknowledged that the establishment of customer service standards is a marketing function. Increasingly, however, logistics personnel are acting in an advisory capacity to the marketers. As pointed out in Q
50、uestion 1, logisticians are particularly adept at identifying and quantifying cost/service tradeoffs.4-70客户服务的目标nDefine in general terms customer service goals and customer service objectives. Give a specific example of each.nGoals tend to be the broader, generalized statements regarding the overall
