IGNACIO GÓMEZ ESCOBAR - Medellín, Colombia
When reading the title, we face two expressions that until some time ago they were not very common in the managerial jargon; the logistics was an I finish exclusively military and in the engineering we knew many specialties but almost with security not the engineering of the marketing.
On the logistics we can say that the man has always used it, what can be new is the name. The companies have used the logistics from their existence but they didn't denominate this way it.
On the engineering of the marketing, giving had discounted that one knows that engineering comes from genius, creativity, arises like an answer to the weight that you have acquired the service to the client and the distribution as for the opportunity in any marketing strategy.
We will begin with the logistics definition and we take for it that of the I.A.C. (Colombian institute of automation and commercial code): "logistics, is the management of the supply of the matter it prevails and the product finished until the point where the well or the service is finally consumed or used.
As managerial function the logistics should provide the correct product, in the required quantity, under the appropriate conditions, in the precise place, in the demanded time, at a reasonable cost." Summarizing, the logistics is the management of the chain of supply.
As we see, the logistics completes functions of service basically, ready the service that the operation of "marketing" it requires, that is to say in the exact moment in which the internal and/or external client requires it. He adds to the product an important opportunity value ( finds it when needs it).
As we can summarize, also, of the definition, the primary objective of the logistical processes is the one of administering the flow of materials through the company. This process forces us to define the objectives of service clearly to the clients regarding the cycle client-client (order surrenders) and execution with a high level of service.
A logistical action of well designed distribution is one of the tools but overwhelming to create the clients' fidelity, also that it contributes definitively in "to minimize" the hidden cost generated by the exhaustion of a product.
Another of the tangible benefits is the increase of the profitability (for decrease of costs) when lending a better service to our clients. It is developed fidelity or loyalty of them (client vitalicio) and I eat consequence of this they buy us an and another time.
If we take like reference the following statement, of categorical validity in marketing: a product acquires its maximum value when this in the sale point (or purchase point) in the moment in which the consumer decided his purchase. (when the product is stored in the alone cellars has what is known as form value).
When this located in the appropriate place, in the opportune moment acquires their opportunity value and it is the application of the logistics the one that allows us to give this answer of service to the consumer.
If we remember to Porter in their book of "competitive strategy" and their analysis of value of a product, the one says: "the value of a product this compound for: logistics of supply, production, distribution logistics, commercialization and utility"
We could affirm that the logistics inside the marketing is born of the evolution of the element distribution, but we have also seen a series of consequences that you allow us to see its influence in the added values of service, in the consolidation of the dependability and the opportunity.
It is for it that the logistics, as expression, in spite of being very young inside the marketing, today in day is impossible to ignore it and much less not to count on her in the implementation of the different strategies in a company.
es tu BUSCADOR favorito, úsalo aquí
