494 research outputs found
Intermodal Freight Terminals, Marketing Channels and Transport Networks
745-763An attempt
has been made to combine the current theory about marketing channels with
combined transport and logistics in order to develop a customer-based and
broadly applicable approach to the study of combined freight transport in Europe. Furthermore, an analytical framework is provided
as a starting. point for the analysis of the performance -in terms of quality-
of intermodal freight terminals. Much of the current research on transport is
based on a comparison of features of distinct transport modes and their (dis)advantages.
However, this approach presents a problem, because it fails to take into
account the different combined transport solutions that are offered by carriers
and terminals. This problem leads to the central research question of this
paper: Which opportunities do intermodal freight terminals offer for an
efficient functioning of combined transport marketing channels? Towards
this end, a description of the theory of marketing channels is given. This
theory states that different types of flows are employed in marketing channels
(e.g. payment, ordering, promotion, etc.). All these marketing channel flows
are, in principle, customer driven. Next, the central position taken by
intermodal freight terminals in combined transport marketing channels is
examined. Finally, the analysis is combined in a new approach towards combined
transport and logistics, named cogistics. Cogistics is the management of
marketing
channel flows
from the point of origin (production) to the point of final consumption, in
accordance with customer requirements and focused on using combined transport
to the maximum extent possible. Opportunities that terminals offer for an
efficient functioning of marketing channels are: (1) focusing on solutions that
are customer driven; (2) facilitating extensive communication between marketing
channel members; (3) co-ordinating an efficient marketing channel organisation;
(4) choosing the right marketing channel partners; (5) introduction of
marketing channel commitment, trust, and co-ordination; and (6) equal sharing
of benefits
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