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苏苏1124 · 2022年10月27日

请老师解释一下D选项

NO.PZ2022090802000005

问题如下:

A flower shop has preferred supplier arrangements with an answering service, to take orders after hours, and a bicycle delivery service, to ensure that it can make deliveries quickly, reliably, and at a reasonable cost. Which of the following statements is most accurate for the flower shop?


(备注:原版书课后题原题。和真题的出题形式不同(真题只有三个选项)。大家做题时不用纠结题目形式,关注知识点原理即可)

选项:

A.The answering service is part of its supply chain. B.The bicycle delivery service is part of its value chain. C.The bicycle delivery service is part of its supply chain. D.The bicycle delivery service is not a part of the value proposition for the flower shop.

解释:

Solution

C is correct. A supply chain includes all the steps involved in producing and delivering a physical product to the end customer, regardless of whether those steps are performed by a single firm. A value chain includes only those functions performed by a single firm, but it also includes functions that are valuable to customers but may not involve physical transformation or handling of the product. The bicycle delivery service is a source of value to customers, so it is part of the flower shop's value proposition, but it is performed by a third party, so it is not part of the flower shop value chain but, rather, is part of its supply chain. The answering service is not a step in the physical goods flow, so it is not a part of the supply chain.

谢谢!

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王琛_品职助教 · 2022年10月31日

嗨,爱思考的PZer你好:


请问老师,价值主张不是发生在公司内部吗?

1

不是呀

价值主张,主要包括四部分:Who, What, Where, How much

自行车配送服务,对于花店来说,我觉得属于 Where(Channels) 渠道部分

即公司如何把产品或者服务交付给客户

2

比如一家使用传统渠道策略的制造企业来说,如果要把产品交付给终端客户,可能需要分销商、零售商

不管是分销商,还是零售商,其实都不属于该制造企业,所以作为价值主张一部分的 Where(Channles) 渠道部分,也并不是完全发生在公司内部

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就算太阳没有迎着我们而来,我们正在朝着它而去,加油!

苏苏1124 · 2022年10月31日

谢谢老师!

王琛_品职助教 · 2022年10月30日

嗨,从没放弃的小努力你好:


1

选项 D 说,花店的自行车配送服务,不是其价值主张的一部分

说法错误

2

比如有两家花店,一家花店只能到店自取,而这家花店可以自行车配送

那如果是对配送服务有特殊需求的客户来说,在其他条件相同的情况下,肯定会选择这家花店

自行车配送服务,相当于是花店打出的差异化的策略

3

因为花店最主要的价值主张,首先应该是体现在「花」本身

但是花店可能想挖掘并满足更多客户的需求,以维持或者提升自己花店的营收或利润

其中一个方面,可能是配送,就是如何把花送到客户的手里

所以其他条件相同的情况下,有配送,肯定比无配送,提供给客户的价值更大;配送快的,肯定比配送慢的,提供给客户的价值更大

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加油吧,让我们一起遇见更好的自己!

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