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Author:Kaipiainen, Sami Juhani
Title:Malli logistiikkayrityksen markkinointi- ja myyntiprosessiin: Asiakkaalle tuotettu arvo, sen tunnistaminen, arviointi ja kasvattaminen
Model for logistics service providers marketing and sales processes: Identify, assess and increase the value of service to the customer
Publication type:Master's thesis
Publication year:2007
Pages:119 + liitt. (+23)      Language:   fin
Department/School:Tuotantotalouden osasto
Main subject:Teollisuuden kehittäminen ja johtaminen   (TU-117)
Supervisor:Mustakallio, Mikko
Instructor:Seppänen, Ilkka
OEVS:
Electronic archive copy is available via Aalto Thesis Database.
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Location:P1 Ark Aalto  8956   | Archive
Keywords:logistics
marketing
customer perceived value
added value
TCO
service development
logistiikka
arvo
kokonaiskustannus
palvelukehitys
Abstract (eng):The aim of this study is to find new approaches and models for the case company's marketing and sales processes.
With these new approaches the specific target is to identify, assess and increase the value that a customer receives from the service.

The research methods used in this study are literature review, model building and interviews.
The literature review is focused on marketing of services and various aspects of logistics.
Model building is based on the theory-based models developed on the basis of the literature review.
The compatibility of the models for the case company's use was tested with interviews.
The interviews confirmed the suitability of the models for the case company's use.

The key results of this study are the model for understanding the customer's business model, source of benefit model, TCO of logistics model, segmentation model which is based on logistic processes, service concept model, customer specific customising model, pricing model and service development model.
With the help of these models the case company can identify the features in the processes that are important for the customer.
The increased knowledge of the customer makes it possible to add the value that the customer receives by strengthening these key features and by lowering the total cost of logistics.

Recommendation of this study to the case company is to use the models found in this study in the further development of the present marketing and sales processes.
Another recommendation is to develop the models into valuation tools.
Abstract (fin):Tutkimuksen tavoitteena on löytää uusia lähestymistapoja ja malleja kohdeyrityksen myynti- ja markkinointiprosessiin.
Uusilla lähestymistavoilla tavoitellaan asiakkaan arvon tunnistamista ja kasvattamista läpi yrityksen toiminnan.
Kirjallisuustutkimuksessa on tutustuttu palveluiden markkinointia koskevaan tutkimukseen ja logistiikkatutkimukseen.
Kirjallisuustutkimuksen tuloksena löydetyistä teorioista on koottu yleinen malli.
Mallin soveltuvuutta yrityksen käyttöön testataan yrityksen markkinointi- ja myyntitehtävissä työskentelevien henkilöiden haastatteluin.
Haastattelut vahvistavat mallien soveltuvuuden kohdeyrityksen käyttöön.

Tutkimuksen tuloksina löydettiin uusia malleja kohdeyrityksen myynti- ja markkinointiprosessiin.
Keskeisiä malleja ovat lähtötietomalli, hyötypuumalli, asiakkaan kokonaiskustannus, logistisiin prosesseihin perustuva segmentointimalli, palvelukonseptimalli, asiakasräätälöintimalli, hinnoittelumalli sekä palvelukehitysmalli.
Mallien avulla kohdeyritys voi tunnistaa asiakkaille tärkeitä ominaisuuksia ja kasvattaa asiakkaan saamaa arvoa niitä vahvistamalla sekä logistista kokonaiskustannusta alentamalla.

Tutkimuksessa suositellaan nykyisten prosessien kehittämistä mallissa esitellyn prosessin suuntaan, sekä keskeisten mallien kehittämistä valmiiksi työkaluiksi yrityksen sisällä.
ED:2007-07-04
INSSI record number: 34180
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