Slide 2.1 Harrison and van Hoek, Logistics Management and Strategy: Competing Through the Supply Chain, 4 th Edition, © Pearson Education Limited 2011.

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1 Slide 2.1 Harrison and van Hoek, Logistics Management and Strategy: Competing Through the Supply Chain, 4 th Edition, © Pearson Education Limited 2011 Κεφάλαιο 2: Τον Πρώτο Λόγο έχει ο Τελικός Πελάτης

2 Slide 2.2 Harrison and van Hoek, Logistics Management and Strategy: Competing Through the Supply Chain, 4 th Edition, © Pearson Education Limited 2011

3 Slide 2.3 Harrison and van Hoek, Logistics Management and Strategy: Competing Through the Supply Chain, 4 th Edition, © Pearson Education Limited 2011

4 Slide 2.4 Harrison and van Hoek, Logistics Management and Strategy: Competing Through the Supply Chain, 4 th Edition, © Pearson Education Limited 2011 Πελάτες και Καταναλωτές

5 Slide 2.5 Harrison and van Hoek, Logistics Management and Strategy: Competing Through the Supply Chain, 4 th Edition, © Pearson Education Limited 2011

6 Slide 2.6 Harrison and van Hoek, Logistics Management and Strategy: Competing Through the Supply Chain, 4 th Edition, © Pearson Education Limited 2011 Επανάσταση στο Χώρο της Πληροφορικής

7 Slide 2.7 Harrison and van Hoek, Logistics Management and Strategy: Competing Through the Supply Chain, 4 th Edition, © Pearson Education Limited 2011 Συνέπειες για την Αλυσίδα Εφοδιασμού

8 Slide 2.8 Harrison and van Hoek, Logistics Management and Strategy: Competing Through the Supply Chain, 4 th Edition, © Pearson Education Limited 2011

9 Slide 2.9 Harrison and van Hoek, Logistics Management and Strategy: Competing Through the Supply Chain, 4 th Edition, © Pearson Education Limited 2011 Τρόποι Τμηματοποίησης της Αγοράς

10 Slide 2.10 Harrison and van Hoek, Logistics Management and Strategy: Competing Through the Supply Chain, 4 th Edition, © Pearson Education Limited 2011 Χαρακτηριστικά των Τμημάτων Αγοράς

11 Slide 2.11 Harrison and van Hoek, Logistics Management and Strategy: Competing Through the Supply Chain, 4 th Edition, © Pearson Education Limited 2011 Μείγμα Μάρκετινγκ

12 Slide 2.12 Harrison and van Hoek, Logistics Management and Strategy: Competing Through the Supply Chain, 4 th Edition, © Pearson Education Limited 2011 Συμβολή των Logistics

13 Slide 2.13 Harrison and van Hoek, Logistics Management and Strategy: Competing Through the Supply Chain, 4 th Edition, © Pearson Education Limited 2011 Πίνακας 2.2 Σύγκριση ανάμεσα στο μάρκετινγκ καταναλωτή και στο βιομηχανικό μάρκετινγκ

14 Slide 2.14 Harrison and van Hoek, Logistics Management and Strategy: Competing Through the Supply Chain, 4 th Edition, © Pearson Education Limited 2011 Προβλέψεις Ζήτησης

15 Slide 2.15 Harrison and van Hoek, Logistics Management and Strategy: Competing Through the Supply Chain, 4 th Edition, © Pearson Education Limited 2011 Σχήμα 2.2 Ο αντίκτυπος της αβεβαιότητας

16 Slide 2.16 Harrison and van Hoek, Logistics Management and Strategy: Competing Through the Supply Chain, 4 th Edition, © Pearson Education Limited 2011 Σχήμα 2.3α Μοντελοποίηση της τάσης και της εποχικότητας

17 Slide 2.17 Harrison and van Hoek, Logistics Management and Strategy: Competing Through the Supply Chain, 4 th Edition, © Pearson Education Limited 2011 Σχήμα 2.3β Μοντελοποίηση της τάσης και της εποχικότητας (συνέχεια)

18 Slide 2.18 Harrison and van Hoek, Logistics Management and Strategy: Competing Through the Supply Chain, 4 th Edition, © Pearson Education Limited 2011 Συνιστώσες της Συνολικής (Αθροιστικής) Ζήτησης

19 Slide 2.19 Harrison and van Hoek, Logistics Management and Strategy: Competing Through the Supply Chain, 4 th Edition, © Pearson Education Limited 2011 Συνιστώσες της Συνολικής (Αθροιστικής) Ζήτησης

20 Slide 2.20 Harrison and van Hoek, Logistics Management and Strategy: Competing Through the Supply Chain, 4 th Edition, © Pearson Education Limited 2011 Ποιότητα της Εξυπηρέτησης

21 Slide 2.21 Harrison and van Hoek, Logistics Management and Strategy: Competing Through the Supply Chain, 4 th Edition, © Pearson Education Limited 2011 Σχήμα 2.4 Απλουστευμένο μοντέλο για το χάσμα στην ποιότητα εξυπηρέτησης (Source: After Parasuraman et al., 1991)

22 Slide 2.22 Harrison and van Hoek, Logistics Management and Strategy: Competing Through the Supply Chain, 4 th Edition, © Pearson Education Limited 2011 Αφοσίωση του Πελάτη

23 Slide 2.23 Harrison and van Hoek, Logistics Management and Strategy: Competing Through the Supply Chain, 4 th Edition, © Pearson Education Limited 2011 Πλεονεκτήματα των Αφοσιωμένων Πελατών

24 Slide 2.24 Harrison and van Hoek, Logistics Management and Strategy: Competing Through the Supply Chain, 4 th Edition, © Pearson Education Limited 2011 Σχήμα 2.5 Βασικοί κινητήριοι μοχλοί για την αφοσίωση του πελάτη (Source: After Parasuraman and Grewal, 2000)

25 Slide 2.25 Harrison and van Hoek, Logistics Management and Strategy: Competing Through the Supply Chain, 4 th Edition, © Pearson Education Limited 2011 Αρχές της Αξίας

26 Slide 2.26 Harrison and van Hoek, Logistics Management and Strategy: Competing Through the Supply Chain, 4 th Edition, © Pearson Education Limited 2011 Επίπεδα Δημιουργίας Δεσμών με Πελάτες

27 Slide 2.27 Harrison and van Hoek, Logistics Management and Strategy: Competing Through the Supply Chain, 4 th Edition, © Pearson Education Limited 2011 Σχήμα 2.6 Διαχείριση σχέσεων με τους πελάτες: παπιγιόν και διαμάντι (Source: After Payne et al., 1995)

28 Slide 2.28 Harrison and van Hoek, Logistics Management and Strategy: Competing Through the Supply Chain, 4 th Edition, © Pearson Education Limited 2011 Σχήμα 2.7 Προσθήκη αξίας μέσω της ποιότητας εξυπηρέτησης

29 Slide 2.29 Harrison and van Hoek, Logistics Management and Strategy: Competing Through the Supply Chain, 4 th Edition, © Pearson Education Limited 2011 Πίνακας 2.6 Επιλεγμένες μετρήσεις επιπέδου εξυπηρέτησης σε αλυσίδες εφοδιασμού λιανικών πωλήσεων (Source: After Rafele, 2004)

30 Slide 2.30 Harrison and van Hoek, Logistics Management and Strategy: Competing Through the Supply Chain, 4 th Edition, © Pearson Education Limited 2011 Πίνακας 2.6 Επιλεγμένες μετρήσεις επιπέδου εξυπηρέτησης σε αλυσίδες εφοδιασμού λιανικών πωλήσεων (Συνέχεια) (Source: After Rafele, 2004)

31 Slide 2.31 Harrison and van Hoek, Logistics Management and Strategy: Competing Through the Supply Chain, 4 th Edition, © Pearson Education Limited 2011 Σχήμα 2.8 Δημιουργία πλεονεκτήματος logistics: μια διαδικασία τεσσάρων σταδίων Source: (Harrison, 2010)

32 Slide 2.32 Harrison and van Hoek, Logistics Management and Strategy: Competing Through the Supply Chain, 4 th Edition, © Pearson Education Limited 2011 Κατανόηση Αγοραστικής Συμπεριφοράς

33 Slide 2.33 Harrison and van Hoek, Logistics Management and Strategy: Competing Through the Supply Chain, 4 th Edition, © Pearson Education Limited 2011 Σχήμα 2.9 Ανάλυση της επιρροής των χαρακτηριστικών της ζήτησης

34 Slide 2.34 Harrison and van Hoek, Logistics Management and Strategy: Competing Through the Supply Chain, 4 th Edition, © Pearson Education Limited 2011 Ανάλυση Αξίας για τον Πελάτη

35 Slide 2.35 Harrison and van Hoek, Logistics Management and Strategy: Competing Through the Supply Chain, 4 th Edition, © Pearson Education Limited 2011 Σχήμα 2.12 Κινητήριοι μοχλοί της στρατηγικής και οι επιπτώσεις τους στην στρατηγική των logistics