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CÁC CHỨC NĂNG CHÍNH CỦA MARKETING LOGISTICS

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omotion
In marketing activities, promotion is an unforgettable task. Promotion is an
interesting topic in marketing logistics. Once the product is introduced in
the market, the products need to be known to target customers, the
promotional activities need to be applied.
Marketing logistics ensures the better coordination of marketing materials
i.e. promotional materials (advertising, personal selling, sales promotional,
etc) and better performance of these entities to make possible the adequate
sales of the firm’s offerings.

Transportation
Transportation is the important element of marketing logistics which
participates in the movement of products to the geographically scattered
areas. A firm may use its own transportation means or hire others on
contract.

In general, a firm may choose one of these five modes of transportation,

mentioned below,
i. Railway Transportation: Railway is the important inland transportation
carrying a huge quantity of products from one place to another at least
possible rate. Since it requires the acquisition of sufficient land and a
massive investment of capital, it is normally owned and controlled by the
government in all countries of the world.
The advantages of railway transportation are,

 It is faster than other means of transportation.

 It is more economical.
 It is suitable for long-distance trade within the country.
The disadvantages of railway transportation are,

 It causes unnecessarily delays at terminals,

 It involves a high degree of risk of theft, dacoit, or pilferages.
ii. Highway Transportation: Road transportation is called highway
transportation. The countries which have most of the areas covered by land
usually use this means of transportation by using trucks, containers, etc.
Certain merits of highway transportation are,

 Door to door delivery of products by exporters or suppliers is possible,

 It eliminates the transshipment problems,
 It is less risky in terms of losses and damages of products,
 Means of highway transportation such as trucks and containers are frequently available in
the cities,
 It is more flexible compared to other transportation systems.
Demerits of highway transportation are,

 It is not suitable for long-distance trade since it is more expensive compared to railway
transportation,
 It is not suitable for bulky and high volume business,
 It suffers from short-haul (stops) traffic problems.
iii. Water Transportation: Water transportation uses two water bodies
are sea and the ocean. Water transportation is the means of connecting the
link of geographically separated markets via water. The major means of
water transportation are ships, steamers, and boats.
Advantages of water transportation,

 It is the cheapest means of transportation,

 It can deliver bulky cargoes and a huge quantity of products,
 It can be used for long-distance trade.
Disadvantages of water transportation,

 It causes the slow distribution of products, it may take several months to deliver products
from one country to another,
 It may involve a high degree of transshipment problems,
 It involves a greater degree of damages or losses due to the perils of the water.
iv. Pipeline Transportation: Pipeline transportations are used for
transporting liquid products like natural gas, coal gas, petroleum products,
crude oil, water, etc. For example, Saudi Arabia has used pipelines to
import clean drinking water from the Black Sea.
Advantages of pipeline transportation,

 It is more suitable and safer for the distribution of liquid products,

 It avoids unnecessary traffic problems in the country,
 It is faster than tankers and saves time in delivery of the products as it uses the straight
delivery system,
 It is less expensive than other transportation methods because it uses fuel and takes short
time in products delivery.
Disadvantages of pipeline transportation,

 It is not suitable for the delivery of all types of products,

 It can be conveniently located as other means of transportation.
v. Air Transportation: Air transportation is the transportation done by
airplanes. It now getting popular day by day, especially for foreign trade.
Merits of air transportation,

 It assures quick delivery of products,

 It is the safest means of transportation,
 It involves fewer custom formalities,
 No transshipment is required in this means of transportation.
Demerits of air transportation,

 It is quite an expensive means of transportation, it is estimated that air transportation is

expensive by four times than highways and six times expensive than railway
transportation.
 Products carrying capacity of air transportation is significantly less than other means of
transportation.
Warehousing
Warehousing is the use of warehouses. Warehousing is also one of the
important functions of marketing logistics. A warehouse is a place where
products are used to store before distributing them to the customers
whenever or wherever needed.

Hence warehousing is the specialized system and process of storing

surplus products for future use. Warehousing today emphasis on product
movement rather than product storage and holds significant importance in
modern marketing.
There are mainly three types of warehouses,

i. Private Warehouse: Private warehouses are owned, managed, and

controlled by the owner of the products, usually wholesalers. These
wholesalers generally use their warehouses for personal purposes, not for
rental.
ii. Public Warehouse: Public warehouses are for public benefits. These
warehouses can be owned and managed by individuals, firms, companies,
public bodies like dock authorities, railway authorities, municipalities,
government, etc. according to the relevant law of the country. All
interested parties can use the public warehouse upon the payment of rent.
iii. Bonded Warehouse: A bonded warehouse is one where the imported
products are stored before the payment of duties by the importers. After
the duties are paid, products are released from the bonded warehouse and
transferred to the duty-paid warehouse.
Inventory Management and Control
Inventory management is concerned with the decision regarding keeping
the right size of the stock of products at the right time and manages all
necessary efforts for this. It focuses on balancing the cost of carrying,
ordering inventory from suppliers, and managing other inventory costs to
achieve customer satisfaction with minimum cost.

Inventory accumulation is expensive, yet availability is essential to having

satisfied customers. Effective inventory decision includes the following
elements:
  Inventory turnover, i.e. number of times the inventory is carried by the company to sales.
 Economic order quantity (EOQ)
 Incorporating uncertain demand, i.e. calculating lead time (the gap between two orders).
Order Processing
Order processing constitutes the communication linkage that stimulates a
marketing logistic system into action. In order words, order processing
regards all those activities involved in collecting, checking, and
transmitting sales-order information.

It is the handling of all paperwork associated with the sale of products and
services offered by an organization. The major aspects of order processing
are listed as follows:

 Filling out an order form by a salesperson or customer and transmitting it to the

warehouse constitutes an order.
 Preparing the bill of lading, checking credit, and carrying out the order makeup order
processing.
 Order filling from warehouse inventory stocks and delivery of the products complete the
order cycle.
Material Handling
Material handling is the activity to make products stored, safe, and
available to make deliver target customer in the best possible way. It is
also called the physical handling of the products.

Proper material handling plays an important role to achieve greater

customer satisfaction. Both manual and mechanical means are used for
material handling. The characteristics of products determine to a large
extent how they will be handled.

A variety of equipment is used to handle a wide range of products – size,

shapes, volumes, and weights. The most popular material handling
equipment includes trucks, conveyors, and cranes. Their proper use can
minimize losses from brokerage and spoilage.

Customer Service (Right Place Distribution)

The ultimate goal of the marketing logistics functions is to serve the right
customer, deliver the right prodcut to the right customer, to his right
location i.e. place.

All the above functions of marketing logistics are concerned about making
the process of logistics the best possible that ultimately ensures serving the
right customer and getting satisfaction and the best response from the
customer.

Once all the above eight functions of logistics are appropriately managed
and implemented there is no doubt the marketing logistics does not
perform the task it promised.

LOGISTICS LÀ GÌ
https://www.quora.com/What-is-the-relationship-between-logistics-and-marketing

lOGISTICS is the flow of goods or services that involve ( liên quan- same relation)
between point A to B in terms of transport and storage . and when the same process is
done from Point B to Point A is called REVERSE(return) LOGISTICS.

You can also say LOGISTICS is a sub set of Supply Chain Management

Primarily Logistics involves Transportation Management and Warehouse Management .

There are two type of Logistics 1) Inbound Logistics 2) Outbound Logistics

Inbound Logistics is , When Storage, Transportation , delivery is done for a Plant or

Company , for example A Car Manufacturing company , they will buy engines, tyres,
windows, gear systerm etc , procure them from various locations, pick it , get it
transported from various places , store it in the own warehouse and assemble a car out
of it. This complete process is Inbound Logistics
Outbound Logistics is , When this car is ready for sales , these cars will be picked up from
the company , then transported to the distributor , then to sales shops and then to end
user/Customer . This complete process is called Outbound Logistics.

Transportation of Good can be done through Air, Sea, Rail and Roads.

Air is good for Cargo deliveries where you need fast dispatch, or some super luxury
items , lesser the time better the security , better for Intercontinental transportation

Sea is good for large, heavy Cargo's , containers for interncontinental transport

Rail is good for heavy containers of good for transports within inter city.

Road, is good for Light weight and moderate weight of small and large container suited
for intracity and intercity transports , the vehicle used in Road transport are further
divided into two 1) LCV - light commercial vehicle <6 tonnes of load 2) HCV- Heavy
Commercial Vehicle > 6 tonnes of load

Warehouse management involves Storage of goods at each node stoppage in Transport

process