TOPIC 2

PUTTING THE END CUSTOMER FIRST

Discussion Questions 2:

1. Suggest ways in which logistics can play a part in the marketing mix for:
a.) an airline;
b.) a supermarket;
c.) an automotive manufacturer;
d.) a hospital.

 An automobile is a self-propelled motor vehicle designed for land passenger

transportation. It typically has four wheels and an internal combustion engine that
is typically powered by gasoline, a liquid petroleum product. A company that
manufactures automobiles is known as an automotive manufacturer. Automaker,
automaker, car manufacturer, carmaker. A manufacturer, or manufacturing
company, is a company that produces a product. Automobile industry, a grouping
of automobile manufacturers.

Case study 2. 1
Questions
1 List the logistics challenges of mounting promotions and events at a retailer such as BTC.

 Items on promotion are not on the shelf

 Display aids and promotional material missing
 There were issues in distribution. Deliveries were scheduled at different times of day
from normal deliveries.
 There was a high reliance on good luck for all elements to come together prior to the
start of the promotional period. Inevitably some products, display aid and show
material arrived late.
 Consumer dissatisfaction
 Sales lost

Case Study 2.4

Questions
1. When IKEA was founded 60 years ago by Ingmar Kamprad, he realized that customers
did not mind queuing, collecting their purchases and assembling the furniture themselves
as long as the price was right. Suggest why gaps in quality of service have opened up.

 Gaps in service quality have emerged when the service quality level or perceived
quality level falls below the customers' expectations, resulting in customer
dissatisfaction. According to the statement, the owner recognizes that customers
did not mind queuing, collecting, and assembling the furniture that they had
purchased at the right prices because the customer expected quality is to get
cost-effective products, and the queueing, collecting, and assembling is not
considered for these customers, so the company will match the customers'
expected quality level by offering cost-effective products.