Экзаменационный билет № 16

1. Функциональная взаимосвязь логистики с маркетингом. Отличительные особенности
2. Предпосылки развития логистики
3. Склад, как элемент логистической системы

1.Функциональная взаимосвязь логистики с маркетингом

Functional interrelation of logistics with marketing

The processes of integration of marketing and logistics which form interaction of two concepts of the management become actual for the developed market relations. Marketing interaction - as the concept of management focused on the market, and logistics - as the concept of management focused on a stream, creates possibilities of increase of material and information utility and value of the cargo, estimated by the buyer or the client

Tasks of marketing are to define properties of the product necessary to the consumer, optimum points of sale etc. The logistics of business is based on what the company already knows and what is necessary for the client. It is necessary to deliver the goods and services necessary to the consumer to that place where they will be most demanded. Actually, it is the main objective of this direction.

Now let's consider in more detail how the logistics service cooperates with other services of the separate enterprise.

Let's allocate problems of business logistics, solved at manufacturing enterprise:

Marketing and logistics are not simply supplement each other, butare closely interconnected and interdependent.

Marketing has got a part while for logistics distribution is considered as a component of more general process - management of a transparent material stream. That is the difference between them.

Marketing was claimed by practice in connection with the arisen difficulties with sale of the goods; historically it appeared earlier than logistics.

The logistics supplements and develops marketing, coordinating consumer, transport and supplier in the mobile, coordinated system with uniform technics and technology.

Marketing is aimed at market research, advertising, psychological influence on the buyer etc. Logistics is aimed at creation of technologically interfaced systems carrying out of materials on manufacturing chains, and also passage of monitoring systems.

2. Transition from the market of the seller to the market of the buyer, caused of flexible response of production and trade systems to quickly changing priorities of consumers.

The development of the competition caused by transition from the market of the seller to the market of the buyer. Prior to the beginning of 60 years in the countries with the developed market economy produce and consumers didn't attach serious significance to creation of the special systems, allowing to optimize management of material streams. Production, wholesale and retail trade worked without close coordination with each other. The let-out goods, anyway, got to final consumption. Such inattention to the sphere management of material streams was explained by that the main potential of competitiveness was created during this period at the expense of expansion and production improvement (demand exceeded the offer). However by the beginning of 60 years transition from the market of the seller to the market of the buyer resulted in need of improvement of works for the distribution sphere as it didn't demand such additional capital investments as, for example, development of release of new goods. Nevertheless, such reorientation provided high competitiveness of the supplier into the account decrease in prime cost and at the same time increase of reliability of deliveries. The money enclosed in the sphere of distribution, began to influence position of the supplier in the market more strongly, than the same means enclosed in the sphere of production.

Thus, competitive advantage depended not on the size of capital investments, and from ability it is correct to organize logistic process.

3. Warehouses are buildings, a construction and the various devices intended for acceptance, placement and the storage, the goods which have arrived on them, their preparations for consumption and holiday to the consumer. Objective need for specially equipped places for the maintenance of stocks exists at all stages of movement of a material stream, beginning from primary source of raw materials and finishing the end user.

Functions of warehouses treat:

temporary placement and storage of material stocks;

transformation of material streams;

ensuring logistic service in service system.

There are some main problems which successful decision can guarantee effective functioning of warehouse economy. Them treat:

Own warehouse of firm or public warehouse. The firm has to decide on a question of possession of a warehouse. There are two main alternatives: acquisition of warehouses in property or use of public warehouses. Possible and third alternative – leasing, i.e. a capture in building and equipment rent for a certain annual payment.

Critical factor of profitability of a warehouse of firm is steadily high turn. In favor of a choice of own warehouse it is possible to carry a stable demand with a saturated density of a sales market in the served territory. In own warehouses storage conditions and quality control and safety of production are better supported. In such conditions it is easier to firm management to correct strategy of sale and to raise the list of services offered the client that gives the chance to strengthen the positions in competitive fight.

Public warehouses should prefer at the low volumes of a turn of firm or seasonality of stored goods. To a choice of such type of a warehouse resort when the firm takes root on the new market where level of stability of sales is unknown, or is changeable. Such warehouses don't demand private investments of firm into development of warehouse economy, besides financial risks from possession own are reduced by warehouses.

Quantity of warehouses and placement of a warehouse network. Two options of placement – centralized (existence generally one large warehouse) and decentralized (dispersal I am glad warehouses in various regions of sale) are most widespread.