(PDF) Assignment on Logistics and Supply Chain Management

Running Head: LOGISTICS AND SUPPLY CHAIN
Logistics and Supply Chain
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1LOGISTICS AND SUPPLY CHAIN
Table of Contents
Introduction................................................................................................................................2
Background............................................................................................................................2
Characteristics.......................................................................................................................2
Content.......................................................................................................................................3
Marketing mix........................................................................................................................3
Customer Involvement............................................................................................................3
Conclusion..................................................................................................................................4

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Introduction
Logistics are important in the realm of marketing and management since in a
globalized world since firm is no longer held as an isolated entity but an element of the larger
picture. In marketing the most important part is the movement of raw materials, reshaping of
the materials for timely delivery to the consumers in the form of a finished good with
logistics (Stadtler 2015). Any firm could make use of a thorough planning, processing,
implementing and commanding the flow of goods from storage to the consumers’ end which
companies/firm can fit itself according to the consumers’ needs.
Background
With the changing pattern of the market and consumer demands, logistics have
become more inclined towards estimating the marketing mix of the products which involve
product’s place strategy, promotion, and price which were necessary for a company to gain a
competitive edge in the market. Today logistics also involve aspects like the route for
product delivery to the clients (Armstrong et al. 2015).
Characteristics
Logistics operate within the framework of the marketing mix so as to ensure the
highest degree of satisfaction from the clients. Integration of logistics in the marketing
management is the hallmark of a company that has adjusted itself with a more globalized
market. Logistics should be adhered to by any firm in two hemispheres, for market research
and for promotion of company’s production. Marketing logistics are required to achieve a
flawless physical distribution of goods with through planning, implementing and controlling
strategies (Armstrong et al. 2015). Logistics would help the company to sketch the flow of
raw materials and the finish products from the supply point to their consumers. With the help
of logistics and management a company can achieve production efficiency, reduction in

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unforeseen economic expensesand obtaining the best usage of a land that has the best
advantage in a precise production. Therefore it can be deduced that the general objectives that
one seek to achieve through application of logistics are capital reduction and improvement of
service to assure highest consumer satisfaction.
Content
In this context it is relevant to discuss Maslow’s hierarchy of need that governs
consumer buying choices and pattern: psychological needs, safety and security needs, self-
esteem, love and belongingness, deficiency, aesthetic, self-actualization and growth needs. A
firm needs to align their products and use logistics to derive the highest customer satisfaction
after the application of this theory. The theory is applicable at a global plane by any business
organization whose main aim is to cater to consumer needs (Grishchenko et al. 2016).
Marketing mix
With the help of logistics companies can strive to fulfill these needs through supply of
raw materials, arrangement of inputs, manufacturing of goods and physical distribution of the
products to reach customers’ destination. There are mainly three components of the logistics,
logistics services, information systems and infrastructure which help in the various
department of marketing in a firm like management decisions, providing a detailed plan
about infrastructure, resources, communication, transport and warehouses for the effective
management of goods and raw materials (Rushton, Croucher and Baker 2014).
Customer Involvement
Maintaining logistics in marketing would also assure that inventory is cautiously
stocked. However successful logistics planning also requires planning the product, price,
place and promotion of the product without which both the product and logistics
management would be left with and value. Products must be made available to customers via

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shops for which organization needs to coordinate logistics of marketing (Jacobs, Chase and
Lummus 2014.). Time usefulness is created when the product is made accessible to the
consumers according to their necessity and requirement. With place, logistics would create
the scope to customers to simplify the transaction process between the supplier and customer.
Logistics would also help in stabilizing the price so as it retains position in market, with the
help of devising strategic transport facilities that would assure for an easy flow of goods. In
this manner marketing logistics can be made a substantial part of business in order to tailor
dimension of supply following customer needs and requirements.
Conclusion
In marketing, consumer demands will always get satiated with the help of logistics
and planning. Marketing can immensely improve its opportunities and potentials by catering
better to customers’ demands in a thorough and integrated manner. With the maximization of
place and time, logistics can help a firm by attracting more number of satisfied customers. In
a nutshell therefore it can be said that logistics would be immensely helpful to a firm by
providing it with a coherent plan of utilizing raw materials and supply. If the firm is lodged in
a pool of uncertainties regarding, raw materials, distribution, supply it can lose number of
prospective customers.

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Reference List:
Armstrong, G., Kotler, P., Harker, M. and Brennan, R., 2015. Marketing: an introduction.
Pearson Education.
Christopher, M., 2016. Logistics & supply chain management. Pearson UK.
Grishchenko, O.V., Kireev, V.S., Dubrova, L.I., Yanenko, M.B. and Vakulenko, R.Y., 2016.
Organization, Planning and Control of Marketing Logistics. International Journal of
Economics and Financial Issues, 6(8S).
Jacobs, F.R., Chase, R.B. and Lummus, R.R., 2014. Operations and supply chain
management (pp. 533-535). New York, NY: McGraw-Hill/Irwin.
Rushton, A., Croucher, P. and Baker, P., 2014. The handbook of logistics and distribution
management: Understanding the supply chain. Kogan Page Publishers.
Stadtler, H., 2015. Supply chain management: An overview. In Supply chain management
and advanced planning (pp. 3-28). Springer, Berlin, Heidelberg.