Dear larks,
Thank you for your question.
Most modern marketing textbooks and courses take great pains to
explain that marketing is NOT advertising…. It is much broader and all
encompasses all of the customers’ experience :-)
Marketing on the Internet,
http://iws.ohiolink.edu/moti/homedefinition.html
provides the definition of marketing as:
"Marketing is the process of planning and executing the conception,
pricing, promotion, and distribution of ideas, goods, services,
organizations, and events to create and maintain relationships that
will satisfy individual and organizational objectives."
-Contemporary Marketing Wired (1998) by Boone and Kurtz. Dryden Press.
Thus marketers can be said to have domain over logistics and
operations because these obviously affect the customers’ satisfaction
with the product or service. However although any modern marketing
textbook will contain a variety of colourful models or flow diagrams,
the classic way of describing the interface between the primary
activities of operations, logistics and marketing is probably Porter’s
Value Chain.
_____________________________________________________________________________
University of Cambridge, Porter’s Value Chain:
Inbound Logistics -> Operations -> Outbound Logistics -> Marketing and
Sales -> Customer Service and Support
The model is fairly simple to understand and thus examples become
quite obvious. One example could be a computer manufacturer and
retailer:
Inbound logistics: All the arrangements required to manage the parts
to assemble computers from the various suppliers eg hard drives from
Hitachi, CPU from Intel, memory from Samsung, labels, plastic bags,
boxes etc
Operations: Activities to assemble the parts to form computers eg
design, soldering, testing, quality assurance.
Outbound Logistics: eg. Shipping and warehouse management.
Marketing and Sales: eg Website, brochures, television advertisements,
movie placements, sales channel management.
Service: eg Warranty handling, 1800 help desk, training
http://www-mmd.eng.cam.ac.uk/people/ahr/dstools/paradigm/valuch.htm
____________________________________________________________________________
Intelligence Enterprise Magazine, Forging the Value Chain:
One of the benefits of the model is that it is very easy to
demonstrate how improvements in one part of the chain can provide
benefits to the customer. The thrust of many modern marketing articles
is to advocate improvements across every aspect of the value chain to
produce the greatest possible value to the customer. This article uses
Porter’s model to emphasize the value of integration of Information
Technology across the chain.
“The Value Chain
A useful planning tool for guiding migration to a multichannel
business model is the widely accepted concept of the value chain,
introduced in the book Competitive Advantage: Creating and Sustaining
Superior Performance (Free Press, 1985) by Michael Porter of the
Harvard Business School. A value chain is a high-level model of how
businesses receive raw materials as input, add value to the raw
materials through various processes, and sell finished products to
customers. (See Figure 2, page 46.) “
http://www.intelligententerprise.com/000120/feat3.shtml
____________________________________________________________________________
This University of Toledo image by Dr A. Smith also emphasizes the
importance of improving across the value chain.
http://images.google.com/imgres?imgurl=www.utoledo.edu/~asmith/B604concept.gif&imgrefurl=http://www.utoledo.edu/~asmith/s6040x.html&h=166&w=330&prev=/images%3Fq%3D%2522supply%2Bchain%2Bmanagement%2522%2Bmarketing%26svnum%3D10%26hl%3Den%26lr%3D%26ie%3DUTF-8%26oe%3DUTF-8
_____________________________________________________________________________
The image from CRM2Day.com also shows improvements across all aspects
of the
value chain.
Nikolaos Tzokas and Michael Saren,Knowledge & Relationship Marketing
Where, What & How?
http://images.google.com/imgres?imgurl=www.crm2day.com/images/library/ap0007_tzokas2_3.gif&imgrefurl=http://www.crm2day.com/library/ap/ap0007.shtml&h=428&w=550&prev=/images%3Fq%3D%2522value%2Bchain%2522%2Bmarketing%26svnum%3D10%26hl%3Den%26lr%3D%26ie%3DUTF-8%26oe%3DUTF-8
_____________________________________________________________________________
Search strategy
“value chain” marketing
Google image search: “value chain” marketing
“definition of marketing”
I hope this provides the overall view that you had in mind. Please
select the clarify answer button if any of the above is unclear.
Regards, |
,
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