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1、Unit11 Delivering Customer Value and SatisfactionBusiness School of Nankai UniversityGlossaryingredient:n.An element in a mixture or compound;a constituent.成份一种混合物或化合物中的成份；组成成份procurement:n.采购infrastructure:n.An underlying base or foundation especially for an organization or a system.基础,基础或根基，尤指一个组织
2、或系统的benchmark:n.A standard by which something can be measured or judged:基准点可依照做出衡量和判断的标准：frustrated:adj.失败的;失意的;失望的erect:v.To construct by assembling:建造通过安装建造：impede:v.To retard or obstruct the progress of.妨碍拖延或阻挡的进程Business School of Nankai UniversityGlossaryin turn:adv.依次,轮流master:v.To exercise do
3、minating,authoritative influence over:控制headquarter:n.总部ultimately:adv.At last;in the end;eventually.最后；最终；终于fabric:n.A cloth produced especially by knitting,weaving,or felting fibers.织物一种布，尤指通过纺织、编织或毡结丝线而成inaccurate:adj.Mistaken or incorrect;not accurate.错误的或不对的；不准确的ironically:adv.说反话地,讽刺地marketpla
4、ce:n.An open area or square in a town where a public market or sale is set up.市场城镇里设有公共市场或进行售卖活动的开阔地或广场partnership:n.A relationship between individuals or groups that is characterized by mutual cooperation and responsibility,as for the achievement of a specified goal:合作关系个体或团体间为了达到特定的目标而建立的一种互相合作，共同
5、承担义务的关系：Business School of Nankai UniversityKey Terms and ConceptsValue chain:A major tool for identifying ways to create more customer value.Customer value delivery system:The system made up of the value chains of the company and its supplier,distributors,and ultimately customers who work together
6、to deliver value to customers.顾客价值传递系统Infrastructure:The basic facilities,services,and installations needed for the functioning of a community or society,such as transportation and communications systems,water and power lines,and public institutions including schools,post offices,and prisons.基础设施Bus
7、iness School of Nankai UniversityTextValue Chain Michael Porter proposed the value chain as the major tool for identifying ways to create more customer value(see Figure below).Every firm consists of a collection of activities performed to design,produce,market,deliver,and support the firms products.
8、The value chain breaks the firm into nine value-creating activities in an effort to understand the behavior of costs in the specific business and the potential sources of competitive differentiation.The nine value-creating activities include five primary activities and four support activities.Busine
9、ss School of Nankai UniversityTextThe primary activities involve the sequence of bringing materials into the business(inbound logistics),operating on them(operations),sending them out(outbound logistics),marketing them(marketing and sales),and servicing them(service).The support activities occur wit
10、hin each of these primary activities.For example,procurement involves obtaining the various inputs for each primary activityonly a fraction of procurement is done by the purchasing department.Technology development and human resource management also occur in all departments.The firms infrastructure
11、covers the overhead of general management,planning,finance,accounting,and legal and government affairs borne by all the primary and support activities.Business School of Nankai UniversityBusiness School of Nankai UniversityTextTo overcome this problem,companies should place more emphasis on the smoo
12、th management of core business processes,most of which involve inputs and cooperation from many functional departments.Among other things,these core business processes include the followings:Product development process:all the activities involved in identifying,researching,and developing new product
13、s with speed,high quality,and reasonable cost.Inventory management process:all the activities involved in developing and management the right inventory levels of raw materials,semi finished materials,and finished goods so that adequate supplies are available while avoiding the costs of high overstoc
14、ks.Order-to-payment process:all the activities involved in receiving orders,approving them,shipping the goods in time,and collecting payment.Customer service process:all the activities involved in making it easy for customers to reach the right parties within the company to obtain service,answers,an
15、d resolution of problems.Business School of Nankai UniversityTextSuccessful companies develop superior capabilities in managing these and other core processes.In turn,mastering core business processes gives these companies a substantial competitive edge.For example,one of Wal-Marts great strengths i
16、s its superiority in handling the inventory management and order flow process.As individual Wal-Mart stores sell their goods sales information flows not only to Wal-Marts headquarter but to Wal-Marts suppliers,who ship replacement goods to Wal-Mart stores almost as fast as the products move off the
17、shelf.Business School of Nankai UniversityTextSimilarly,Honda has designed a program for working closely with its suppliers to help them reduce their costs and improve quality.For example,when Honda chose Donnelly Corporation to supply all of the mirrors for its U.S.made cars,it sent engineers swarm
18、ing over Donnellys plants,looking for ways to improve its products and operations.This helped Donnelly reduce its costs by 2 percent in the first year.As a result of its improved performance,Donnellys sales to Honda have grown from$5 million annually to more than$60 million in less than 10 years.In
19、turn,Honda has gained an efficient,low-cost supplier of quality components.And as a result of Hondas partnerships with Donnelly and other suppliers,Honda customers benefit form lower cost,higher quality cars.Business School of Nankai UniversityOrder Order Order Order Delivery Delivery Delivery Deliv
20、ery Customer Sears(retail)Levi Strauss Millike Du Pount (apparel)(fabric)(fiber)FIGURE Strausss value delivery systemBusiness School of Nankai UniversityAs companies struggle to become more competitive they are turning ironically to greater cooperation companies used to view their suppliers and dist
21、ributors as cost centers,and in some cases as adversaries.Today however,they are selecting partners carefully and working out mutually profitable strategies.Increasingly in todays marketplace,competition no longer takes place between individual competitors.Rather,it takes place between the value delivery systems created by these competitors.Thus.If Levi-Strauss has built a more potent value delivery system than Wrangler or another competitor,it will win more market share and profit Business School of Nankai UniversityBusiness School of Nankai University