From the course: Understanding Logistics
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Logistics supports your marketing strategy
From the course: Understanding Logistics
Logistics supports your marketing strategy
- When I talk of logistics, I can't help but also talk about marketing. They are that closely connected, because both activities interact directly with your customer. For example, marketing and sales professionals are focused on things like sales promotions and achieving customer service levels, but they must also consider the capabilities of the logistics system. They can't succeed without an effective and efficient system for filling the customer's order. An excellent delivery process can create a return customer. A poor delivery process can lose that customer forever. One foundation of marketing is the four Ps. Let's take a look at these and how they connect with logistics. Price is the first area in the marketing mix. Say your company offers a price discount to customers if they buy more products. Logistics professionals can work closely with the marketing department to align those quantity discounts with full…
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