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Overview
If you’re an academician, the
logistical bell is tolling for you. As the dazzling—and distracting—aura of the
so-called “managerial revolution” of the postwar era fades away, and both
manufacturers and retailers understand and accept anew the wisdom and truth of
the original, early twentieth-century meaning of marketing (i.e., that demand
creation for a product or good constitutes but one, codependent half of an
equation whose other equally important half consists of demand satisfaction),
the managerial revolution of the twenty-first century, the real revolution, will
become increasingly manifest.
What does that mean to you? It means,
quite simply, that you can’t teach your students to market (or promise, and remember, when
you market something, you are implicitly promising something) what
they
can’t deliver. Demand satisfaction, including and especially
satisfying the customer’s legitimate and reasonable demand for and
expectation of fast, reliable, and accurate delivery of the good or
service in question is just as if not more important than creating the
demand for it. It's common sense, really. And, as your students will see, so
much of good logistics—like good business—is common sense.
To be sure, accurate and
reliable delivery should be—must be—an intrinsic and integral ingredient of the
ware your students will soon put on display on TV, in the paper, or on the Internet.
Teach your students, one more time: You can’t promise what you
can’t deliver.
Are your students up to speed on their company’s logistics?
Can they assure their customers of accurate, on-time delivery? How well do they know
their company’s “other side,” its logistical side? How good is their relationship with
their company’s head of logistics? Familiarize them with his—or her—world. Forget the 4Ps. Tune into the Tri-Level View and
show them how and
where their operations fit into the true, logistically enlightened scheme of
things. Remember: Their operations are—ultimately—only as effective insofar as
they mesh with their company’s supply chain.
These are some parting thoughts for you
professors out there. Remind your students: There is another side of the universe. It’s called
logistics.
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Academic Programs
Partner Program
The
LOC University™ Partner Program
is
appropriate for business and engineering institutions that wish to educate their
student communities on the field of logistics, explore some of the most
inventive solutions ever devised for supply chain problems, enhance the
employability of their students, and drive their research
into the marketplace.
Speaker Program
The
LOC University™ Speaker Program
brings our logistics experts into your classroom—to inspire, to inform, to electrify.
We assist and guide you through the entire process—from selecting your
speaker and on through the day of the appearance. Ask about our academic
pricing. We also provide you with details about becoming
a speaker represented by LOC Global.
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