物流管理 ch-04
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Getting shorter More precise delivery times Customer can track orders Quality is important and is benchmarked
4-3
Order Management
Order planning
Needs an efficient order handling system to prevent bunching
CHAPTER 4
Order Management and Customer Accommodation
Order Management
Order management is the activities that take place in the period between the time a firm receives an order and the time a warehouse is notified to ship the goods to fill that order.
Notifying the warehouse to assemble a given order Providing an order picking list, indicating items and order of pick to a warehouse employee Checking picked orders for accuracy Stockout information sent to order handling department so that documents can be adjusted Packing list enclosed with order including employee initials of person who packed order Affected by advanced technology: RFID, voice-based order picking, pick-to-light tech
4-14
Transactional vs. Relationship Marketing
Transactional marketing is a traditional strategy with a focus on creating successful individual transactions between the company and its customers Relationship marketing is a new strategy with a focus on the development of long-term relations with key supply chain participants in an effort to develop and retain long-term preference and loyalty
4-7
Flowchart of Order Handling (Order Processing) System
4-8
Order Management
Order processing
If there is a stockout
Notify the customer as soon as possible of stockout Notify when shipment will occur Give the customer the option of accepting in stock similar products
Customer needs and requirements are more basic than products and services Different customers have different needs and requirements Products and services become meaningful only when available and positioned from the customer’s perspective Profit is more important than sales volume
For example, consumer home’s, retail / wholesale businesses, receiving docks of manufacturing plants and warehouses
4-13
Basic principles of the marketing concept
However, their requirements to interact logistically with suppliers differs significantly
One-to-one relationships can Significantly reduce transaction costs Better accommodate customer requirements Move individual customer transactions into a matter of routine
4-11
Order Management
Importance of the order cycle
Short cycle time used as a marketing and sales tool Monitoring the order cycle can increase firm efficiency Efficient Consumer Response (ECR)/Quick Response (QR)
Methods of order transmittal
Phone FAX Mail Scanning bar codes-electronic submission POS registers Internet
4-5
Mail-In Order Form Used by AW Direct
4-6
Order Management
4-16
3 discrepancies must be overcome to enable exchange of goods and services
Discrepancy in space refers to the fact that the location of production activities and location of consumption are seldom the same Discrepancy in time refers to the difference in timing between production and consumption Discrepancy in quantity and assortment refers to the mismatch between customer demand and manufacturing supply
Used in grocery industry and by mass merchandisers POS data used to trigger order Keyed to more orderly, regular flow of product, smaller inventory
4-12
Methods to reduce bunching
Use of field salespeople Use of phone salespeople Price discounts to customers placing regular orders
4-4
Order Management
Order transmittal is the series of events that occur between the time a customer places or sends an order and the time the seller receives the order.
Who is the customer?
From perspective of the supply chain End user of product in consumer market Company is customer in business market From perspective of specific firm within a supply chain Intermediate customer organizations exist between the firm and end users From perspective of a logistics manager Any delivery location
4-10
Order Management
Order delivery is the time from when a carrier picks up the shipment until it is delivered to the customer’s receiving dock.
Load planning is the arrangement of goods within the trailer or container. Transit time and transit time reliability considerations Carriers establish their own service standards. Some customers pick up their orders.
Order planning-connected to sales forecasting Order transmittal Order processing Order picking and assembly Order delivery
4-2
Order Management
Order cycle defined by the seller: time from when an order is received to when the goods arrive at the customer’s dock. Order cycle defined by the buyer: time from when an order is placed to when the goods are received. Also called replenishment cycle
Order processing includes
Checking foห้องสมุดไป่ตู้ completeness and accuracy A customer credit check Order entry into the computer system Marketing department credits salesperson Accounting department records transaction Inventory department locates nearest warehouse to customer and advises them to pick the order Transportation department arranges for shipment
Export orders
Need a letter of credit international freight forwarders prepare documents and arrange shipment
4-9
Order Management
Order picking and assembly includes
4-15
Relationship marketing to a segment of one
Micromarketing or one-to-one marketing recognizes that each individual customer may indeed have unique requirements For example, Wal*Mart and Target are both mass merchandisers
4-3
Order Management
Order planning
Needs an efficient order handling system to prevent bunching
CHAPTER 4
Order Management and Customer Accommodation
Order Management
Order management is the activities that take place in the period between the time a firm receives an order and the time a warehouse is notified to ship the goods to fill that order.
Notifying the warehouse to assemble a given order Providing an order picking list, indicating items and order of pick to a warehouse employee Checking picked orders for accuracy Stockout information sent to order handling department so that documents can be adjusted Packing list enclosed with order including employee initials of person who packed order Affected by advanced technology: RFID, voice-based order picking, pick-to-light tech
4-14
Transactional vs. Relationship Marketing
Transactional marketing is a traditional strategy with a focus on creating successful individual transactions between the company and its customers Relationship marketing is a new strategy with a focus on the development of long-term relations with key supply chain participants in an effort to develop and retain long-term preference and loyalty
4-7
Flowchart of Order Handling (Order Processing) System
4-8
Order Management
Order processing
If there is a stockout
Notify the customer as soon as possible of stockout Notify when shipment will occur Give the customer the option of accepting in stock similar products
Customer needs and requirements are more basic than products and services Different customers have different needs and requirements Products and services become meaningful only when available and positioned from the customer’s perspective Profit is more important than sales volume
For example, consumer home’s, retail / wholesale businesses, receiving docks of manufacturing plants and warehouses
4-13
Basic principles of the marketing concept
However, their requirements to interact logistically with suppliers differs significantly
One-to-one relationships can Significantly reduce transaction costs Better accommodate customer requirements Move individual customer transactions into a matter of routine
4-11
Order Management
Importance of the order cycle
Short cycle time used as a marketing and sales tool Monitoring the order cycle can increase firm efficiency Efficient Consumer Response (ECR)/Quick Response (QR)
Methods of order transmittal
Phone FAX Mail Scanning bar codes-electronic submission POS registers Internet
4-5
Mail-In Order Form Used by AW Direct
4-6
Order Management
4-16
3 discrepancies must be overcome to enable exchange of goods and services
Discrepancy in space refers to the fact that the location of production activities and location of consumption are seldom the same Discrepancy in time refers to the difference in timing between production and consumption Discrepancy in quantity and assortment refers to the mismatch between customer demand and manufacturing supply
Used in grocery industry and by mass merchandisers POS data used to trigger order Keyed to more orderly, regular flow of product, smaller inventory
4-12
Methods to reduce bunching
Use of field salespeople Use of phone salespeople Price discounts to customers placing regular orders
4-4
Order Management
Order transmittal is the series of events that occur between the time a customer places or sends an order and the time the seller receives the order.
Who is the customer?
From perspective of the supply chain End user of product in consumer market Company is customer in business market From perspective of specific firm within a supply chain Intermediate customer organizations exist between the firm and end users From perspective of a logistics manager Any delivery location
4-10
Order Management
Order delivery is the time from when a carrier picks up the shipment until it is delivered to the customer’s receiving dock.
Load planning is the arrangement of goods within the trailer or container. Transit time and transit time reliability considerations Carriers establish their own service standards. Some customers pick up their orders.
Order planning-connected to sales forecasting Order transmittal Order processing Order picking and assembly Order delivery
4-2
Order Management
Order cycle defined by the seller: time from when an order is received to when the goods arrive at the customer’s dock. Order cycle defined by the buyer: time from when an order is placed to when the goods are received. Also called replenishment cycle
Order processing includes
Checking foห้องสมุดไป่ตู้ completeness and accuracy A customer credit check Order entry into the computer system Marketing department credits salesperson Accounting department records transaction Inventory department locates nearest warehouse to customer and advises them to pick the order Transportation department arranges for shipment
Export orders
Need a letter of credit international freight forwarders prepare documents and arrange shipment
4-9
Order Management
Order picking and assembly includes
4-15
Relationship marketing to a segment of one
Micromarketing or one-to-one marketing recognizes that each individual customer may indeed have unique requirements For example, Wal*Mart and Target are both mass merchandisers