Marketing logistical decisions

Distributionslogistische Maßnahmen widmen sich der Überbrückung räumlicher und zeitlicher Unterschiede zwischen der Produktion und der Verwendung bzw. Inanspruchnahme eines Gutes. Da hierbei Aufgaben der physischen Warenverteilung und -lagerung im Vordergrund stehen, könnten diese distributionspolitischen Überlegungen demnach im Service marketing vernachlässigt werden, da die immaterielle Dienstleistung nicht transportierbar ist. Lediglich materielle Elemente des Dienstleistungsprozesses und -ergebnissees können bevorratet werden (z. B. Vorräte eines Restaurants, Lagerung reparierter Elektrogeräte).
The immateriality of the service and the need to integrate an external factor mean that logistical considerations in service marketing have to take several directions. In contrast to in-kind marketing, where the goods are transported in one direction only from the producer to the customer, a two-way transport process can be observed for services.

On the one hand, the external factor can be transported to the service provider (e.g. towing a vehicle to a workshop), on the other hand, the personnel performance must come to the external factor (e.g. home visit to a doctor). It can be seen that the service company has to perform logistical preparatory tasks due to the spatiotemporal presence criterion in order to even carry out the actual service process on the external factor.

Logistical services in the result phase are to be performed if the external factor has to be transported back to the customer after the service has been provided (e.g. developed film from the photo laboratory to the customer) or material elements of the service result have to be delivered to the customer (e.g. legal opinion is sent to the client) .

Gegenstand der Marketing logistics kann daher nicht das Absatzobjekt als physisch zu transportierender Gegenstand sein, sondern nur logistische Vorleistungen und Leistungen in der Ergebnisphase, die zum eigentlichen Leistungsvollzug notwendig sind.

Logistical services in the process and result phase can be viewed as an essential core service or as an additional service. Due to the necessary spatial combination of internal and external factors, core logistical services must always be provided if the customer cannot bring himself (e.g. traffic accident) or his property to the place of performance (e.g. usually a defective television cannot be transported to the workshop by himself, it has to be picked up).

Such core logistical services have to ensure that the right internal and external factors are available at the planned time, in the right place and in the agreed quality. Additional services are then not absolutely necessary for the provision of services. They should make it easier or more convenient for the customer to use the actual service (e.g. pick-up and delivery service of a car repair shop) and make the range of services more attractive. Additional logistics services have the function of services.

In the case of object-related services, in which objects pass into the area of disposal of the service company for the purpose of performing the service (e.g. film is transported to the photo laboratory for development), there is the possibility of setting up in-house acceptance points or agencies. Such acceptance points then take over the function of external objects for the purpose of repair, maintenance, cleaning and the like. to accept and return to the client after the service has been completed. From the customer's point of view, the service provider and its potential are moving closer to the location of the service demand.

As part of the management of the respective transport tasks, service providers must first define the core and additional services, depending on the specific type of service offered, and determine how they are to be fulfilled (e.g. fulfillment - non-fulfillment; self-creation - external creation). In the case of fulfillment and self-creation, decisions must then be made with regard to the type of means of transport to be used as well as the transport time and transport safety. Finally, the aspect of transport costs must be included in the decision as part of self-promotion.

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