Logistics

 

 

LOGISTICS 

MARKETING FUNCTION and LOGISTICS REVISITED…  

63 price and promotion submixes) comprise the obtaining demand

side of the marketing functionwhereas functionwhereas Place 

variable or submix (the 4th.P 

)represents the servicing demand ( distribution and logistics) 

part. From this 4Ps perspective, logisticscould be regarded as a quarter of whole marketing.The breakdowns of the means of these twosubfunctions twosubfunctions are of utmost importance, importance, especiallyin order to clarify and relate the practicians’logistics practicians’logistics activities  activities and concepts across proper instr uments (means) of logistics function. 16.

RELEVANCE OF LOGISTICSSERVICE FIRM’S MARKETINGPOLICIES  MARKETINGPOLICIES  Last but not least, the Logistic servicefirms’ servicefirms’ marketing policies marketing policies and implementations arealso relevant in this discussion. Simply, bothindustries (producers, wholesalers wholesalers and retailers)and logistic service firms (3rd Party, etc.) are bound to be engaged in marketing and itsconstituent logistics. In other words, the broadened view of marketing function or the DualSubfunction Model is equally applicable here.In addition, the logistics firms also need tofind customers and prospects to sell (contract)their services through marketing functions.Although they may not call themselves such, inthis context logistics service firms are marketersas well, more than the producers, wholesalers andretailers calling themselves logistics firms.Therefore, firms.There fore, the two sectors are inseparable, as closeas two coats of paint or hand in glove.

 

Thelogistics departments of the manufacturing firmsor the outsourced Logistics firms (3PLs) deliver wha tever is promised. As mentioned above, the production firms, through means of marketingcommunicat marketingcommunications, ions, make promises to customersor customersor prospects to sell certain goods or services fromagreed fromagreed upon prices and deliver them, at the righttime when customers want, in the right amount,without any damage, to the right places. 17.

CONCLUSION In conclusion, this article treats the basicmarketing and logistics issues in a simplified, yetnew manner. Through this dual subfunction model,the DNA of marketing function is unwrapped atlarge. The detailed components or instruments of logistics subfunction, including electronic logistics,is provided. The study is intended to bring forwarda long dormant subfunctional approach that mightshed some light and serve future logistics analystswho find themselves lost in the maze of complicated supply chain programs. It is also areminder of the connection between marketing mix(value proposal), retailing mix and logistics. Animportant innovative concept that is tied to theissue is offering “making promise” as analternative to the “obtaining demand” subfunction,and replacing “fulfilling demand” or “logistics”subfunction “logistics”subfunction with the “Keeping promise.” In lightof the subfunctional aproach, the model expandstowards expandstowards an environmentally environmentally affective and moreult erior direction which is “the “the green  green marketingand logistics promise” promise” . . It does also briefly touchupon the steps taken for the fullfilment of the“green logistics promise”. It promise”.  It is believed that futurelogistics writers will find it easier to build on the premises and road map of the revised DualSubfunctional Approach. It is recommended tokeep this road map available while engaging in anylogistics study. REFERENCES [1]

Marketing Definitions: Definitions: A Glossary of MarketingTerms, compiled by the Committee Committee on Defini-tions of the American Marketing Association,Ralph S. Alexander, Chairman, Chicago: Amer-ican Marketing Association, 1960, p.15.[2]

American Marketing Association, “Definition of  Marketing,” www. marketingpower.com/AboutAMA marketingpower.com/AboutAMA /Pages/ definition of Market-ing.aspx,2007[3]

 

Kotler, P. Armstrong, G., Principles of Market-ing, 11th edition, ( Upper Saddle River: Pearson, Prentice Hall, 2005), p.5; Kotler, P., Keller,K.L., Marketing Management, 14th edition, (Up per Saddle River, NJ: Pearson , Prentice Hall,2012), p.27.[4]

Omer Baybars Tek’s definition Tek’s definition in Michael R.Hyman Revising, The Structural Framework For Marketing Management, Las Cruces, NM, 2002.An earlier version of this manuscript won theShaw Award for best paper presented at the 2001Society for Marketing Advances conference. Anabridged version of this manuscript has been ac-cepted for publication in Journal of Business Research; Early on, the 8Ps concept was used byLovelock, C., Wright, L., in Principles of Servic-es Marketing and Management, 2nd edition,(Upper Saddle River, Pearson , Prentice Hall,

MARKETING FUNCTION and LOGISTICS REVISITED… 

Logistics and Transport N  o  2(18)/2013 

64 2001), pp.13-15. But the 8Ps concept has beendropped and replaced by 7Ps by the same au-thors in their latter works, which is more appro- priate.[5]

Hoffman, K. D., et.al., Marketing Best Practises,2nd Edition, (Mason, Ohio: Thompson, South-Western, 2003), p.357; Bowersox, D.J., Closs,D.J., Cooper, M.B., Supply Chain LogisticsManagement, (New York: McGraw Hill Irwin,2002), p.73.[6]

Pride, W.M., Ferrel, O.C., Marketing, (Boston,Houghton Mifflin Co., 2002), p.39; Stock, J.R.,Lambert, D.M., Strategic Logistics Management,4th Edition,(NY: McGraw Hill Co., 2000), p.20.[7]

 

Tek, Ö.B., Pazarlama İlkeleri, YönetimselYaklaşım, YönetimselYaklaşım, Türkiye Uygulamaları, Uygulamaları, Geliştirilmiş7.baskı, Geliştirilmiş7.baskı, (İstanbul: Cem Ofset Matbaacılık SanayiA.Ş., 1997), pp.60  pp.60  -67. (Tek, Ö.B., Principles of Marketing; Global Managerial Approach, Turkish Applications, Applications, 7th edition, İstanbul: Cem O  O  f-set Printing House, 1997, pp.60-67)[8]

Lauterborn, R., New Marketing Litany:4P’sPasse; C Words Take Over, Advertising Age,October 1990, p.26[9]

Bowersox, D.J., Smykay, E.W., Lalonde, B.J.,Physical Distribution Management,(New York:Macmillan Co., 1968), pp.21-24; McCarthy, E.J.,Perrault, W.E., Basic Marketing: A ManagerialApproach, 9th edition, (Homewood, III.:RichardD.Irwin, Inc., 1987), pp.46-52; Kotler and Kel-ler.,op.cit. , p.47. p.47; Lauterborn., op.cit., p.26;Coyle, J.J., Bardi, E.J., Langley, C.J., The Man-agement of Business Logistics: A Supply ChainPerspective, 7th edition,(Mason, Ohio,

South-Western, 2003), pp.43-45.[10]

Pride and Ferrel, op.cit., p.395; Stock and Lam- bert., op.cit., pp. 7-9.[11]

Jobber, D., Principles and Practises of Market-ing, (London:McGraw-Hill Co., 1995) p.675.[12]

Pew Internet and American Life Project Survey November-December, 2000, in Kotler and Kel-ler., op.cit,., p. 58.[13]

In many countries as well as in Turkey, probablyas a figure of speech in colloquial language, theword “market” is “market”  is used for all types of retailerssuch as supermarkets, small retailers, conveni-ence stores, etc. It is probable that this may be acountry-specific acountry-specific usage.[14]

 

Emerson, C.J., Grimm, C.M., Logistics and Mar-keting Components of Customer Service: AnEmpirical Test of the Mentzer, Gomes and Krap-fel Model, International Journal of Physical Dis-tribution&Logistic Dis-tribution&Logisticss Management, 1996, pp.29-42; Emerson, C.J., Grimm, C.M., The RelativeImportance of Logistics and Marketing Customer Service: A Strategic Perspective, Journal of Business Logistics, vol. 19 (1), 1998, pp. 18-19;Murphy, P.R., Poist, R.F., Comparative Views of Logistics and Marketing Practitioners RegardingInterfunctional RegardingI nterfunctional Co-ordination, InternationalJournal InternationalJournal of Physical Distribution & LogisticsManagement, 1996, PP.15-28.[15]

Lewis, R.J., Erickson, L.G., Marketing Functionsand Marketing Systems: A Synthesis, Journal of Marketing, Vol. 33, 1969, p.12.[16]

Ibid., p. 12.[17]

Bowersox, Closs, and Cooper, op.cit., pp. 68-69.[18]

Adapted from Emerson and Grim, op.cit., p. 29.[19]

Pride and Ferrel, Marketing, Boston; HoughtonMifflin Co., 2002, p. 395.[20]

Murphy and Poist., op.cit., pp.15-16.[21]

Ibid.[22]

Emerson and Grimm., op.cit., p.29; also in Stock and Lambert, op. cit., p.10; Bowersox, Closs andCooper, op.cit., pp. 73-74.[23]

Mentzer, J.T., Gomes, R. and Krapfel, R.E. Jr,Physical Distribution Service: A FundamentalMarketing Concept?, Journal of the Academy of Marketing Science, Vol. 17 (1), 1989, pp. 53-62.in Emerson and Grimm., op.cit., pp. 29-42.[24]

 

  Emerson and Grimm, op.cit., pp. 29, 30,31.[25]

Ibid.,pp. 29-38-40.[26]

Christopher, M., Logistics and Supply ChainManagement, (Financial Times/Pitman, London,2006), in Bourlakis, M., Melewar, T.C., Market-ing Perspectives of Logistics Service ProvidersPresent and Future Research Directions, Euro- pean Journal of Marketing, Vol.45 (3), 2011, pp.300-310.[27]

Svensson, G., Supply Chain Management: Management: TheRe-Integration of Marketing Issues in LogisticsTheory LogisticsTheory and Practice, European Business Review,Vol. 14 (6), 2002, p.427; Murphy and Poist,op.cit.,pp.15-28.[28]

Lewis and Erickson., op.cit., pp.12.[29]

Svensson, G., Supply Chain Management: Management: TheRe-Integration of Marketing Issues in LogisticsTheory LogisticsTheory and Practice, European Business Review,Vol. 14 (6), 2002, p.427.[30]

Ibid., p.427.[31]

Ibid., pp.427-428.[32]

Lewis and Erickson, op.cit., p. 12.[33]

The author’s preferred author’s preferred term.

LOGISTICS 

 

  MARKETING FUNCTION and LOGISTICS REVISITED…  

65 [34]

Lewis, R.J., A Business Logistics Informationand Acounting System for Marketing Analysis,(Unpublished Doctoral Dissertation, MichiganState University, 1964), pp. 62-63.[35]

Tek, Ö.B.,(Translation) Ö.B.,(Translation) Pazarlama Fonksiyonlar

ı  ve Pazarlama Sistemlerinin Sentezi,

İş  letmeFakültesi Dergisi, Cilt 5(2) ,1976; Lewis andErickson, op.cit.,pp.10-14.[36]

To the author these are not functions but sub-functions of marketing.[37]

Lewis and Erickson, op.cit.,p.12.[38]

McGarry, E.D., Some Functions Marketing Re-considered, Theory in Marketing, Reavis Coxand Wroe Alderson , Editors, (Chicao:RichardD.Irwin Inc., 1950), chap.16, pp.263-279 at p.268; in Lewis and Erickson, op.cit.,p.12.[39] op.cit.,p.12.[39]

Waterschoot, W., Bulte, C., The 4P Classifica-tion of the Marketing Mix Revisited, Journal of Marketing. Vol. 56, October 1992, pp.83-93[40]

Lewis and Erickson., op.cit., p.12.[41]

 

Pride and Ferrel, op.cit., p. 395.[42]

Coyle, Bardi and Langley Jr., op.cit., p. 43.[43]

Stock and Lambert, op.cit.,p.19.[44]

Lewis and Erickson too did not use the term sub-functions for their model.[45]

Tek, Ö.B., Pazarlama

İ  lkeleri ve Uygulamalar

ı  ,

(İ  zmir; Kartal Matbaas

ı  , 1990), p.36 (Marketing:Principles and Applications,

İ  zmir; Kartal Print-ing House, 1990, p.36.)[46]

Ibid.[47]

Grönross, C., Relationship Marketing as PromiseManagement, in The Sage Handbook of Mar-keting Theory, ed. by Maclaran, P., Saran, M.,Stern, B., Tadajewsky, M. , (London; Sage Publications, 2009), p. 404.[48]

 

Tek, (1990) op.cit., pp. 4-36; Tek., (Principles of Marketing, 1997),op.cit. pp. v- 60.[49]

Shapiro, R.D., Heskett, J.L., Logistics Strategy:Cases and Concepts ,(St.Paul, MN; West Pub-lishing Co., 1985), p. 6.[50]

Ibid.[51]

Hoffman, et.al., op.cit., pp. 357-358; Pride andFerrel, op.cit.,p. 382; Emerson, and Grimm,op.cit., pp. 2941.[52]

Pride and Ferrel, op.cit., p. 382.[53]

Berry, L., Relationship Marketing of Services-Growing Interest, Emerging Perspectives, Jour-nal of the Academy of Marketing Science, 23(4)[54]

Ibid., p. 382.[55]

Philip Kotler and Gary Armstrong, Principles of Marketing,14th ed., (Upper Saddle Riv-er,Pearson, 2012), pp.94,95.[56]

Robert Dahlstorm. Green Marketing Manage-ment.,International Edition, (United States.,South-Western Cengage Learning,2011),p.5,6-8.[57]

Kotler and Armstrong.,op.cit., p.103.[58]

Dahlstorm.,op.cit., p.5.[59]

 

Kotler and Armstrong, op.cit., pp.103-607.[60]

Kotler and Keller.,op.cit., p.651.[61]

ibid.[62]

http://www.sole.org/welcome.asp [63]

Kotler, P. Principles of Marketing, 2nd edition,(Englewood Cliffs, New Jersey, Prentice Hall,Inc., 1983), p. 15.;

Kotler and Keller.,op.cit., p.651.[64]

McCarthy, J. Basic Marketing, A ManagerialApproach., 1st. ed., Irwin; Homewood, Illinois,1960; Illinois,196 0; Culliton,A., The Management of Market-ing Costs, Division of Research, Harvard Busi-ness School, 1948, p.46 in Lazer,W., MarketingManagement: Systems Perspective,( New York:John Wiley and Sons, 1971), p.16; Tek, O.B.,Ozgul, E.,Modern Pazarlama

İ  lkeleri

,(İ  zmir,Birle

ş  ik Matbaac

ılı  k, 2008),(Tek, O.B., Ozgul,E.,Principles of Modern Marketing

(İ  zmir: Bir-lesik Printing House,2008), p.59.

 

Omer Baybars TEK Yasar University, Turkey [email protected]