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1、CHAPTER 17 Measuring and Selling the Value of Logistics,Options for Measuring Value,Customer satisfaction Customer value-added (CVA) Total cost analysis Profitability analysis (includes considerations) Strategic profit model Shareholder value,Components of Customer Value,Source: Earl Naumann, Creati
2、ng Customer Value: The Path to Sustainable Competitive Advantage (Cincinnati, OH: Thomson Executive Press, 1995), p. 103.,How Customers Select Among Competitive Suppliers,Customer buys on value Value equals quality relative to price Quality includes all nonprice attributes - Product - Customer Servi
3、ce Quality, price, and value are relative,Source:Bradley T. Gale, Managing Customer Value (New York: The Free Press, 1994), p. 29.,Creating Value That Customers Can See,Understanding customer needs in a well-defined market,Superior quality in areas that matter to customers,Market-perceived quality,E
4、xceptional customer value,Business results Profitability, growth, and shareholder value,Advertising and other marketing communications,Low “cost of quality” and overall cost leadership,Effective design and quality control,Source:Bradley T. Gale, Managing Customer Value (New York: The Free Press, 199
5、4), p. 19.,Customer Value Added,Provide products and services to customers that are a better value than those they could purchase from competitive companies in similar markets,Customer Satisfaction Market Share,Distribution of CVA Levels,Source: PIMS Database.,THE VALUE QUESTION Considering the prod
6、ucts and services that you purchased. How would you rate them as being worth what you paid for them?,Calculating CVA,Order Fulfillment Customer Satisfaction Survey Results Delivering Material,Total Cost Analysis,Purchase Price plus Transportation costs Inventory turns Terms of sale Ordering costs Re
7、ceiving costs _ _ _,Copyright 2001 by The McGraw-Hill Companies, Inc. All rights reserved.,Segment Profitability Analysis: A CONTRIBUTION APPROACH WITH CHARGE FOR ASSETS EMPLOYED,IMPACT OF LOGISTICS ON RETURN ON NET WORTH,How Logistics Affects EVA,Selling the Value Advantage,Who is the customer? Must measure value from the customers perspective Market segmentation based on value Value is a moving target Changing role of the sales force,Copyright 2001 by The McGraw-Hill Companies, Inc. All rights reserved.,
