Ebook International Trade Procedures and Documentation: Part 2

Ebook International Trade Procedures and Documentation: Part 2 presents the following content: International Transport System; Characteristics of Shipping Industries; Containerization and Leasing Practices; Inland Container Depots; Export Incentives Schemes;...Please refer to the documentation for more details. 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Chapter I n my younger and more vulnerable years my father gave me some advice that I’ve been turning over in my mind ever since ‘Whenever you feel like criticizing any one,’ he told me, ‘just remember that all the people in this world haven’t had the advantages that you’ve had.’ He didn’t say any more but we’ve always been unusually communicative in a reserved way, and I understood that he meant a great deal more than that In consequence I’m in- clined to reserve all judgments, a habit that has opened up many curious natures to me and also made me the victim of not a few veteran bores The abnormal mind is quick to detect and attach itself to this quality when it appears in a normal person, and so it came about that in college I was unjustly accused of being a politician, because I was privy to the secret griefs of wild, unknown men Most of the con- fidences were unsought—frequently I have feigned sleep, preoccupation, or a hostile levity when I realized by some unmistakable sign that an intimate revelation was quiver- ing on the horizon—for the intimate revelations of young men or at least the terms in which they express them are usually plagiaristic and marred by obvious suppressions Reserving judgments is a matter of infinite hope I am still a little afraid of missing something if I forget that, as my fa- The Great G snobbishly repeat a sense of the fundamental decencies is parcelled out unequally at birth And, after boasting this way of my tolerance, I come to the admission that it has a limit Conduct may be founded on the hard rock or the wet marshes but after a certain point I don’t care what it’s founded on When I came back from the East last autumn I felt that I wanted the world to be in uniform and at a sort of moral attention forever; I want- ed no more riotous excursions with privileged glimpses into the human heart Only Gatsby, the man who gives his name to this book, was exempt from my reaction—Gatsby who represented everything for which I have an unaffect- ed scorn If personality is an unbroken series of successful gestures, then there was something gorgeous about him, some heightened sensitivity to the promises of life, as if he were related to one of those intricate machines that register earthquakes ten thousand miles away This responsiveness had nothing to with that flabby impressionability which is dignified under the name of the ‘creative temperament’— it was an extraordinary gift for hope, a romantic readiness such as I have never found in any other person and which it is not likely I shall ever find again No—Gatsby turned out all right at the end; it is what preyed on Gatsby, what foul dust floated in the wake of his drea in the abortive sorrows and short- winded elations of men My family have been prominent, well-to-do people in this middle-western city for three generations The Car- Free eBooks at Planet eBook.com raways are something of a clan and we have a tradition that we’re descended from the Dukes of Buccleuch, but the ac- tual founder of my line was my grandfather’s brother who came here in fifty-one, sent a substitute to the Civil War and started the wholesale hardware business that my father car- ries on today I never saw this great-uncle but I’m supposed to look like him—with special reference to the rather hard-boiled painting that hangs in Father’s office I graduated from New Haven in 1915, just a quarter of a century after my father, and a little later I participated in that delayed Teutonic mi- gration known as the Great War I enjoyed the counter-raid so thoroughly that I came back restless Instead of being the warm center of the world the middle-west now seemed like the ragged edge of the universe—so I decided to go east and learn the bond business Everybody I knew was in the bond business so I supposed it could support one more single man All my aunts and uncles talked it over as if they were choosing a prep-school for me and finally said, ‘Why—ye- es’ with very grave, hesitant faces Father agreed to finance me for a y Hitesh Jhanji, Lovely Professional University Unit 7: Logistics and Characteristics of Modes of Transportation perma- nently, I thought, in the spring of twenty-two The practical thing was to find rooms in the city but it was a warm season and I had just left a country of wide lawns and friendly trees, so when a young man at the office sug- gested that we take a house together in a commuting town it sounded like a great idea He found the house, a weather beaten cardboard bungalow at eighty a month, but at the last minute the firm ordered him to Washington and I went The Great Gatsby out to the country alone I had a dog, at least I had him for a few days until he ran away, and an old Dodge and a Finnish woman who made my bed and cooked breakfast and mut- tered Finnish wisdom to herself over the electric stove It was lonely for a day or so until one morning some man, more recently arrived than I, stopped me on the road ‘How you get to West Egg village?’ he asked helpless- ly I told him And as I walked on I was lonely no longer I was a guide, a pathfinder, an original settler He had casu- ally conferred on me the freedom of the neighborhood And so with the sunshine and the great bursts of leaves growing on the trees—just as things grow in fast movies—I had that familiar conviction that life was beginning over again with the summer There was so much to read for one thing and so much fine health to be pulled down out of the y volumes on banking and credit and investment securities and they stood on my shelf in red and gold like new money from the mint, promising to unfold the shining secrets that only Midas and Morgan and Mae- cenas knew And I had the high intention of reading many other books besides I was rather literary in college—one year I wrote a series of very solemn and obvious editorials for the ‘Yale News’—and now I was going to bring back all such things into my life and become again that most limited of all specialists, the ‘well-rounded man.’ This isn’t just an epigram—life is much more successfully looked at from a single window, after all Free eBooks at Planet eBook.com It was a matter of chance that I should have rented a house in one of the strangest communities in North Ameri- ca It was on that slender riotous island which extends itself due east of New York and where there are, among other natural curiosities, two unusual formations of land Twenty miles from the city a pair of enormous eggs, identical in contour and separated only by a courtesy bay, jut out into the most domesticated body of salt water in the Western Hemisphere, the great wet barnyard of Long Island Sound They are not perfect ovals—like the egg in the Columbus story they are both crushed flat at the contact end—but their physical resemblance must be a that fly overhead To the wingless a more arresting phenomenon is their dissimilarity in every particular except shape and size I lived at West Egg, the—well, the less fashionable of the two, though this is a most superficial tag to express the bi- zarre and not a little sinister contrast between them My house was at the very tip of the egg, only fifty yards from the Sound, and squeezed between two huge places that rented for twelve or fifteen thousand a season The one on my right was a colossal affair by any standard—it was a factual imi- tation of some Hôtel de Ville in Normandy, with a tower on one side, spanking new under a thin beard of raw ivy, and a marble swimming pool and more than forty acres of lawn and garden It was Gatsby’s mansion Or rather, as I didn’t know Mr Gatsby it was a mansion inhabited by a gentle- man of that name My own house was an eye-sore, but it was a small eye-sore, and it had been overlooked, so I had a The Great Gatsby view of the water, a partial view of my neighbor’s lawn, and the consoling proximity of millionaires—all for eighty dol- lars a month Across the courtesy bay the white palaces of fashionable East Egg glittered along the water, and the history of the summer really begins on the evening I drove over there to have dinner with the Tom Buchanans Daisy was my second cousin once re just after the war I spent two days with them in Chicago Her husband, among various physical accomplishments, had been one of the most powerful ends that ever played football at New Haven—a national figure in a way, one of those men who reach such an acute limited excellence at twenty-one that everything afterward savors of anti-cli- max His family were enormously wealthy—even in college his freedom with money was a matter for reproach—but now he’d left Chicago and come east in a fashion that rather took your breath away: for instance he’d brought down a string of polo ponies from Lake Forest It was hard to real- ize that a man in my own generation was wealthy enough to that Why they came east I don’t know They had spent a year in France, for no particular reason, and then drifted here and there unrestfully wherever people played polo and were rich together This was a permanent move, said Daisy over the telephone, but I didn’t believe it—I had no sight into Daisy’s heart but I felt that Tom would drift on forever seek- ing a little wistfully for the dramatic turbulence of some irrecoverable football game Free eBooks at Planet eBook.com And so it happened that on a warm windy evening I drove over to East Egg to see two old friends whom I scarce- ly knew at all Their house was even more elaborate than I exp Unit 7: Logistics and Characteristics of Modes of Transportation Notes Colonial man- sion overlooking the bay The lawn started at the beach and ran toward the front door for a quarter of a mile, jumping over sun-dials and brick walks and burning gardens—final- ly when it reached the house drifting up the side in bright vines as though from the momentum of its run The front was broken by a line of French windows, glowing now with reflected gold, and wide open to the warm windy afternoon, and Tom Buchanan in riding clothes was standing with his legs apart on the front porch He had changed since his New Haven years Now he was a sturdy, straw haired man of thirty with a rather hard mouth and a supercilious manner Two shining, arrogant eyes had established dominance over his face and gave him the appearance of always leaning aggressively forward Not even the effeminate swank of his riding clothes could hide the enormous power of that body—he seemed to fill those glistening boots until he strained the top lacing and you could see a great pack of muscle shifting when his shoulder moved under his thin coat It was a body capable of enor- mous leverage—a cruel body His speaking voice, a gruff husky tenor, added to the im- pression of fractiousness he conveyed There was a touch of paternal contempt in it, even toward people he liked—and there were men at New Haven who had hated these matters is final,’ 10 The Great Gatsby he seemed to say, ‘just because I’m stronger and more of a man than you are.’ We were in the same Senior Society, and while we were never intimate I always had the impression that he approved of me and wanted me to like him with some harsh, defiant wistfulness of his own We talked for a few minutes on the sunny porch ‘I’ve got a nice place here,’ he said, his eyes flashing about restlessly Turning me around by one arm he moved a broad flat hand along the front vista, including in its sweep a sunken Italian garden, a half acre of deep pungent roses and a snub- nosed motor boat that bumped the tide off shore ‘It belonged to Demaine the oil man.’ He turned me around again, politely and abruptly ‘We’ll go inside.’ We walked through a high hallway into a bright rosy- colored space, fragilely bound into the house by French windows at either end The windows were ajar and gleaming white against the fresh grass outside that seemed to grow a little way into the house A breeze blew through the room, blew curtains in at one end and out the other like pale flags, twisting them up toward the frosted wedding cake of the ceiling—and then rippled over the wine-colored rug, mak- ing a shadow on it as wind does on the sea The only completely stationary object in the room was an enormou buoyed up as though upon an anchored balloon They were both in white and their dresses were rippling and fluttering as if they had just been blown back in after a short flight around the house I must have stood for a few moments listening to CONTENTS Objectives Introduction 7.1 Definition 7.2 Planning Physical Distribution 7.3 Benefits of Efficient logistics system 7.4 Concept of Marketing Logistics system 7.5 Logistics and the Modern Organization 7.6 Critical elements of logistics system 7.7 Summary 7.8 Keywords 7.9 Review Questions 7.10 Further Readings Objectives After studying this unit, you will be able to:  Explain Planning Physical Distribution  Discuss the Benefits of effective logistics system  Describe the Concept of marketing logistics  Explain the Critical elements of logistics system  Discuss Logistics and modern Organisation Introduction Logistics is the one of the most important segment of the phenomenon of Marketing in business It is a subset of Supply Chain Management In the business functioning, the trader gets order for supply of his goods or services through his marketing executives or directly from customers and then to execute the order to the satisfaction of the customer, the trader or his supplier company prepares the Logistics, i.e procures the product or services, puts labels on them, or gives some identification trademark name to them, makes necessary packing and packaging so as to save them from damage of any kind during loading, unloading, handling, transportation, etc till is supplied to the end customer More simply, it is a bundle of goods finally ready to be supplied to the customer In Logistics study, all factors contributing till the last stage, when the goods or service is finally supplied to the consumer are systematically studied 7.1 Definition The word, Logistics’ is derived from French word ‘Loger’, which means art of war pertaining to movement and supply of armies LOVELY PROFESSIONAL UNIVERSITY 149 Chapter I n my younger and more vulnerable years my father gave me some advice that I’ve been turning over in my mind ever since ‘Whenever you feel like criticizing any one,’ he told me, ‘just remember that all the people in this world haven’t had the advantages that you’ve had.’ He didn’t say any more but we’ve always been unusually communicative in a reserved way, and I understood that he meant a great deal more than that In consequence I’m in- clined to reserve all judgments, a habit that has opened up many curious natures to me and also made me the victim of not a few veteran bores The abnormal mind is quick to detect and attach itself to this quality when it appears in a normal person, and so it came about that in college I was unjustly accused of being a politician, because I was privy to the secret griefs of wild, unknown men Most of the con- fidences were unsought—frequently I have feigned sleep, preoccupation, or a hostile levity when I realized by some unmistakable sign that an intimate revelation was quiver- ing on the horizon—for the intimate revelations of young men or at least the terms in which they express them are usually plagiaristic and marred by obvious suppressions Reserving judgments is a matter of infinite hope I am still a little afraid of missing something if I forget that, as my fa- The Great G snobbishly repeat a sense of the fundamental decencies is parcelled out unequally at birth And, after boasting this way of my tolerance, I come to the admission that it has a limit Conduct may be founded on the hard rock or the wet marshes but after a certain point I don’t care what it’s founded on When I came back from the East last autumn I felt that I wanted the world to be in uniform and at a sort of moral attention forever; I want- ed no more riotous excursions with privileged glimpses into the human heart Only Gatsby, the man who gives his name to this book, was exempt from my reaction—Gatsby who represented everything for which I have an unaffect- ed scorn If personality is an unbroken series of successful gestures, then there was something gorgeous about him, some heightened sensitivity to the promises of life, as if he were related to one of those intricate machines that register earthquakes ten thousand miles away This responsiveness had nothing to with that flabby impressionability which is dignified under the name of the ‘creative temperament’— it was an extraordinary gift for hope, a romantic readiness such as I have never found in any other person and which it is not likely I shall ever find again No—Gatsby turned out all right at the end; it is what preyed on Gatsby, what foul dust floated in the wake of his drea in the abortive sorrows and short- winded elations of men My family have been prominent, well-to-do people in this middle-western city for three generations The Car- Free eBooks at Planet eBook.com raways are something of a clan and we have a tradition that we’re descended from the Dukes of Buccleuch, but the ac- tual founder of my line was my grandfather’s brother who came here in fifty-one, sent a substitute to the Civil War and started the wholesale hardware business that my father car- ries on today I never saw this great-uncle but I’m supposed to look like him—with special reference to the rather hard-boiled painting that hangs in Father’s office I graduated from New Haven in 1915, just a quarter of a century after my father, and a little later I participated in that delayed Teutonic mi- gration known as the Great War I enjoyed the counter-raid so thoroughly that I came back restless Instead of being the warm center of the world the middle-west now seemed like the ragged edge of the universe—so I decided to go east and learn the bond business Everybody I knew was in the bond business so I supposed it could support one more single man All my aunts and uncles talked it over as if they were choosing a prep-school for me and finally said, ‘Why—ye- es’ with very grave, hesitant faces Father agreed to finance me for a y International Trade Procedures and Documentation perma- nently, I thought, in the spring of twenty-two The practical thing was to find rooms in the city but it was a warm season and I had just left a country of wide lawns and friendly trees, so when a young man at the office sug- gested that we take a house together in a commuting town it sounded like a great idea He found the house, a weather beaten cardboard bungalow at eighty a month, but at the last minute the firm ordered him to Washington and I went The Great Gatsby out to the country alone I had a dog, at least I had him for a few days until he ran away, and an old Dodge and a Finnish woman who made my bed and cooked breakfast and mut- tered Finnish wisdom to herself over the electric stove It was lonely for a day or so until one morning some man, more recently arrived than I, stopped me on the road ‘How you get to West Egg village?’ he asked helpless- ly I told him And as I walked on I was lonely no longer I was a guide, a pathfinder, an original settler He had casu- ally conferred on me the freedom of the neighborhood And so with the sunshine and the great bursts of leaves growing on the trees—just as things grow in fast movies—I had that familiar conviction that life was beginning over again with the summer There was so much to read for one thing and so much fine health to be pulled down out of the y volumes on banking and credit and investment securities and they stood on my shelf in red and gold like new money from the mint, promising to unfold the shining secrets that only Midas and Morgan and Mae- cenas knew And I had the high intention of reading many other books besides I was rather literary in college—one year I wrote a series of very solemn and obvious editorials for the ‘Yale News’—and now I was going to bring back all such things into my life and become again that most limited of all specialists, the ‘well-rounded man.’ This isn’t just an epigram—life is much more successfully looked at from a single window, after all Free eBooks at Planet eBook.com It was a matter of chance that I should have rented a house in one of the strangest communities in North Ameri- ca It was on that slender riotous island which extends itself due east of New York and where there are, among other natural curiosities, two unusual formations of land Twenty miles from the city a pair of enormous eggs, identical in contour and separated only by a courtesy bay, jut out into the most domesticated body of salt water in the Western Hemisphere, the great wet barnyard of Long Island Sound They are not perfect ovals—like the egg in the Columbus story they are both crushed flat at the contact end—but their physical resemblance must be a that fly overhead To the wingless a more arresting phenomenon is their dissimilarity in every particular except shape and size I lived at West Egg, the—well, the less fashionable of the two, though this is a most superficial tag to express the bi- zarre and not a little sinister contrast between them My house was at the very tip of the egg, only fifty yards from the Sound, and squeezed between two huge places that rented for twelve or fifteen thousand a season The one on my right was a colossal affair by any standard—it was a factual imi- tation of some Hôtel de Ville in Normandy, with a tower on one side, spanking new under a thin beard of raw ivy, and a marble swimming pool and more than forty acres of lawn and garden It was Gatsby’s mansion Or rather, as I didn’t know Mr Gatsby it was a mansion inhabited by a gentle- man of that name My own house was an eye-sore, but it was a small eye-sore, and it had been overlooked, so I had a The Great Gatsby view of the water, a partial view of my neighbor’s lawn, and the consoling proximity of millionaires—all for eighty dol- lars a month Across the courtesy bay the white palaces of fashionable East Egg glittered along the water, and the history of the summer really begins on the evening I drove over there to have dinner with the Tom Buchanans Daisy was my second cousin once re just after the war I spent two days with them in Chicago Her husband, among various physical accomplishments, had been one of the most powerful ends that ever played football at New Haven—a national figure in a way, one of those men who reach such an acute limited excellence at twenty-one that everything afterward savors of anti-cli- max His family were enormously wealthy—even in college his freedom with money was a matter for reproach—but now he’d left Chicago and come east in a fashion that rather took your breath away: for instance he’d brought down a string of polo ponies from Lake Forest It was hard to real- ize that a man in my own generation was wealthy enough to that Why they came east I don’t know They had spent a year in France, for no particular reason, and then drifted here and there unrestfully wherever people played polo and were rich together This was a permanent move, said Daisy over the telephone, but I didn’t believe it—I had no sight into Daisy’s heart but I felt that Tom would drift on forever seek- ing a little wistfully for the dramatic turbulence of some irrecoverable football game Free eBooks at Planet eBook.com And so it happened that on a warm windy evening I drove over to East Egg to see two old friends whom I scarce- ly knew at all Their house was even more elaborate than I exp Notes A military concept Colonial man- sion overlooking the bay The lawn started at the beach and ran toward the front door for a quarter of a mile, jumping over sun-dials and brick walks and burning gardens—final- ly when it reached the house drifting up the side in bright vines as though from the momentum of its run The front was broken by a line of French windows, glowing now with reflected gold, and wide open to the warm windy afternoon, and Tom Buchanan in riding clothes was standing with his legs apart on the front porch He had changed since his New Haven years Now he was a sturdy, straw haired man of thirty with a rather hard mouth and a supercilious manner Two shining, arrogant eyes had established dominance over his face and gave him the appearance of always leaning aggressively forward Not even the effeminate swank of his riding clothes could hide the enormous power of that body—he seemed to fill those glistening boots until he strained the top lacing and you could see a great pack of muscle shifting when his shoulder moved under his thin coat It was a body capable of enor- mous leverage—a cruel body His speaking voice, a gruff husky tenor, added to the im- pression of fractiousness he conveyed There was a touch of paternal contempt in it, even toward people he liked—and there were men at New Haven who had hated Fighting a war requires: these matters is final,’ 10 The Great Gatsby he seemed to say, ‘just because I’m stronger and more of a man than you are.’ We were in the same Senior Society, and while we were never intimate I always had the impression that he approved of me and wanted me to like him with some harsh, defiant wistfulness of his own We talked for a few minutes on the sunny porch ‘I’ve got a nice place here,’ he said, his eyes flashing about restlessly Turning me around by one arm he moved a broad flat hand along the front vista, including in its sweep a sunken Italian garden, a half acre of deep pungent roses and a snub- nosed motor boat that bumped the tide off shore ‘It belonged to Demaine the oil man.’ He turned me around again, politely and abruptly ‘We’ll go inside.’ We walked through a high hallway into a bright rosy- colored space, fragilely bound into the house by French windows at either end The windows were ajar and gleaming white against the fresh grass outside that seemed to grow a little way into the house A breeze blew through the room, blew curtains in at one end and out the other like pale flags, twisting them up toward the frosted wedding cake of the ceiling—and then rippled over the wine-colored rug, mak- ing a shadow on it as wind does on the sea The only completely stationary object in the room was an enormou buoyed up as though upon an anchored balloon They were both in white and their dresses were rippling and fluttering as if they had just been blown back in after a short flight around the house I must have stood for a few moments listening to  Setting an objective  Meticulous planning to achieve the objective  Proper deployment of troops  Supply lines consisting of weaponry, food, etc A logistics plan should be such that there is minimum loss of men and material Similar to fighting a war in battlefield, marketing managers also prepare a suitable logistics plan that is capable of fulfilling the company objective of meeting the demand of targeted customers in a profitable way Notes Inbound logistics + Material Management + Physical Distribution = Logistics Inbound logistics means the movement of materials received from suppliers Material management means the movement of material and components inside a firm Physical distribution refers to movement of goods outward from the end of the assembly line to the customer Supply chain management is larger than logistics and it links logistics more directly within the user’s total communication network and with the firm engineering staff It not only includes manufacturer and suppliers but also transporters, warehouses, retailers and customers themselves According to Council of Logistics Management: “Logistics is the process of planning, implementing and controlling the efficient, effective flow and storage of goods, services and related information from the point of origin to the point of consumption for the purpose of conforming the customer requirement” Logistics management includes the design and administration of systems to control the flow of material, work-in-process, and finished inventory to support business unit strategy 7.2 Planning Physical Distribution The main goals of Distribution in any Organization would be to take care of proper storage and transport While Storage assures product and packaging quality and constant availability, Transportation’s objective is to ascertain that products arrive in good condition, in the right place and at the right time The less frequent a Firm’s re-supply, the greater would be its storage requirements 7.2.1 Distribution Considerations For proper Storage & Transportation, the SC Manager has to ensure availability of transportation (i.e., vehicles) He or she has to also take care of security the materials are being transported from one point to another Security during storage also needs proper attention What is also important is the availability sufficient storage space/capacity This shall be based on procurement plan and frequency of deliveries at all levels of the system 150 LOVELY PROFESSIONAL UNIVERSITY Chapter I n my younger and more vulnerable years my father gave me some advice that I’ve been turning over in my mind ever since ‘Whenever you feel like criticizing any one,’ he told me, ‘just remember that all the people in this world haven’t had the advantages that you’ve had.’ He didn’t say any more but we’ve always been unusually communicative in a reserved way, and I understood that he meant a great deal more than that In consequence I’m in- clined to reserve all judgments, a habit that has opened up many curious natures to me and also made me the victim of not a few veteran bores The abnormal mind is quick to detect and attach itself to this quality when it appears in a normal person, and so it came about that in college I was unjustly accused of being a politician, because I was privy to the secret griefs of wild, unknown men Most of the con- fidences were unsought—frequently I have feigned sleep, preoccupation, or a hostile levity when I realized by some unmistakable sign that an intimate revelation was quiver- ing on the horizon—for the intimate revelations of young men or at least the terms in which they express them are usually plagiaristic and marred by obvious suppressions Reserving judgments is a matter of infinite hope I am still a little afraid of missing something if I forget that, as my fa- The Great G snobbishly repeat a sense of the fundamental decencies is parcelled out unequally at birth And, after boasting this way of my tolerance, I come to the admission that it has a limit Conduct may be founded on the hard rock or the wet marshes but after a certain point I don’t care what it’s founded on When I came back from the East last autumn I felt that I wanted the world to be in uniform and at a sort of moral attention forever; I want- ed no more riotous excursions with privileged glimpses into the human heart Only Gatsby, the man who gives his name to this book, was exempt from my reaction—Gatsby who represented everything for which I have an unaffect- ed scorn If personality is an unbroken series of successful gestures, then there was something gorgeous about him, some heightened sensitivity to the promises of life, as if he were related to one of those intricate machines that register earthquakes ten thousand miles away This responsiveness had nothing to with that flabby impressionability which is dignified under the name of the ‘creative temperament’— it was an extraordinary gift for hope, a romantic readiness such as I have never found in any other person and which it is not likely I shall ever find again No—Gatsby turned out all right at the end; it is what preyed on Gatsby, what foul dust floated in the wake of his drea in the abortive sorrows and short- winded elations of men My family have been prominent, well-to-do people in this middle-western city for three generations The Car- Free eBooks at Planet eBook.com raways are something of a clan and we have a tradition that we’re descended from the Dukes of Buccleuch, but the ac- tual founder of my line was my grandfather’s brother who came here in fifty-one, sent a substitute to the Civil War and started the wholesale hardware business that my father car- ries on today I never saw this great-uncle but I’m supposed to look like him—with special reference to the rather hard-boiled painting that hangs in Father’s office I graduated from New Haven in 1915, just a quarter of a century after my father, and a little later I participated in that delayed Teutonic mi- gration known as the Great War I enjoyed the counter-raid so thoroughly that I came back restless Instead of being the warm center of the world the middle-west now seemed like the ragged edge of the universe—so I decided to go east and learn the bond business Everybody I knew was in the bond business so I supposed it could support one more single man All my aunts and uncles talked it over as if they were choosing a prep-school for me and finally said, ‘Why—ye- es’ with very grave, hesitant faces Father agreed to finance me for a y Unit 7: Logistics and Characteristics of Modes of Transportation perma- nently, I thought, in the spring of twenty-two The practical thing was to find rooms in the city but it was a warm season and I had just left a country of wide lawns and friendly trees, so when a young man at the office sug- gested that we take a house together in a commuting town it sounded like a great idea He found the house, a weather beaten cardboard bungalow at eighty a month, but at the last minute the firm ordered him to Washington and I went The Great Gatsby out to the country alone I had a dog, at least I had him for a few days until he ran away, and an old Dodge and a Finnish woman who made my bed and cooked breakfast and mut- tered Finnish wisdom to herself over the electric stove It was lonely for a day or so until one morning some man, more recently arrived than I, stopped me on the road ‘How you get to West Egg village?’ he asked helpless- ly I told him And as I walked on I was lonely no longer I was a guide, a pathfinder, an original settler He had casu- ally conferred on me the freedom of the neighborhood And so with the sunshine and the great bursts of leaves growing on the trees—just as things grow in fast movies—I had that familiar conviction that life was beginning over again with the summer There was so much to read for one thing and so much fine health to be pulled down out of the y volumes on banking and credit and investment securities and they stood on my shelf in red and gold like new money from the mint, promising to unfold the shining secrets that only Midas and Morgan and Mae- cenas knew And I had the high intention of reading many other books besides I was rather literary in college—one year I wrote a series of very solemn and obvious editorials for the ‘Yale News’—and now I was going to bring back all such things into my life and become again that most limited of all specialists, the ‘well-rounded man.’ This isn’t just an epigram—life is much more successfully looked at from a single window, after all Free eBooks at Planet eBook.com It was a matter of chance that I should have rented a house in one of the strangest communities in North Ameri- ca It was on that slender riotous island which extends itself due east of New York and where there are, among other natural curiosities, two unusual formations of land Twenty miles from the city a pair of enormous eggs, identical in contour and separated only by a courtesy bay, jut out into the most domesticated body of salt water in the Western Hemisphere, the great wet barnyard of Long Island Sound They are not perfect ovals—like the egg in the Columbus story they are both crushed flat at the contact end—but their physical resemblance must be a that fly overhead To the wingless a more arresting phenomenon is their dissimilarity in every particular except shape and size I lived at West Egg, the—well, the less fashionable of the two, though this is a most superficial tag to express the bi- zarre and not a little sinister contrast between them My house was at the very tip of the egg, only fifty yards from the Sound, and squeezed between two huge places that rented for twelve or fifteen thousand a season The one on my right was a colossal affair by any standard—it was a factual imi- tation of some Hôtel de Ville in Normandy, with a tower on one side, spanking new under a thin beard of raw ivy, and a marble swimming pool and more than forty acres of lawn and garden It was Gatsby’s mansion Or rather, as I didn’t know Mr Gatsby it was a mansion inhabited by a gentle- man of that name My own house was an eye-sore, but it was a small eye-sore, and it had been overlooked, so I had a The Great Gatsby view of the water, a partial view of my neighbor’s lawn, and the consoling proximity of millionaires—all for eighty dol- lars a month Across the courtesy bay the white palaces of fashionable East Egg glittered along the water, and the history of the summer really begins on the evening I drove over there to have dinner with the Tom Buchanans Daisy was my second cousin once re just after the war I spent two days with them in Chicago Her husband, among various physical accomplishments, had been one of the most powerful ends that ever played football at New Haven—a national figure in a way, one of those men who reach such an acute limited excellence at twenty-one that everything afterward savors of anti-cli- max His family were enormously wealthy—even in college his freedom with money was a matter for reproach—but now he’d left Chicago and come east in a fashion that rather took your breath away: for instance he’d brought down a string of polo ponies from Lake Forest It was hard to real- ize that a man in my own generation was wealthy enough to that Why they came east I don’t know They had spent a year in France, for no particular reason, and then drifted here and there unrestfully wherever people played polo and were rich together This was a permanent move, said Daisy over the telephone, but I didn’t believe it—I had no sight into Daisy’s heart but I felt that Tom would drift on forever seek- ing a little wistfully for the dramatic turbulence of some irrecoverable football game Free eBooks at Planet eBook.com And so it happened that on a warm windy evening I drove over to East Egg to see two old friends whom I scarce- ly knew at all Their house was even more elaborate than I exp Technology has been changing very fast and as a result, the Product Life Cycles have become shorter The short shelf life of products has been putting pressure on the Transport Function to deliver goods as quickly as possible In addition to all these considerations, the SC Manager may have to also worry about appropriate storage conditions (cool chain), if the Products need to be preserved using this facility What is also important is the mode of transportation to be used Also, the Pick-up system (facilities collect drugs) or delivery system (warehouses deliver) has a bearing on the Distribution Notes Colonial man- sion overlooking the bay The lawn started at the beach and ran toward the front door for a quarter of a mile, jumping over sun-dials and brick walks and burning gardens—final- ly when it reached the house drifting up the side in bright vines as though from the momentum of its run The front was broken by a line of French windows, glowing now with reflected gold, and wide open to the warm windy afternoon, and Tom Buchanan in riding clothes was standing with his legs apart on the front porch He had changed since his New Haven years Now he was a sturdy, straw haired man of thirty with a rather hard mouth and a supercilious manner Two shining, arrogant eyes had established dominance over his face and gave him the appearance of always leaning aggressively forward Not even the effeminate swank of his riding clothes could hide the enormous power of that body—he seemed to fill those glistening boots until he strained the top lacing and you could see a great pack of muscle shifting when his shoulder moved under his thin coat It was a body capable of enor- mous leverage—a cruel body His speaking voice, a gruff husky tenor, added to the im- pression of fractiousness he conveyed There was a touch of paternal contempt in it, even toward people he liked—and there were men at New Haven who had hated these matters is final,’ 10 The Great Gatsby he seemed to say, ‘just because I’m stronger and more of a man than you are.’ We were in the same Senior Society, and while we were never intimate I always had the impression that he approved of me and wanted me to like him with some harsh, defiant wistfulness of his own We talked for a few minutes on the sunny porch ‘I’ve got a nice place here,’ he said, his eyes flashing about restlessly Turning me around by one arm he moved a broad flat hand along the front vista, including in its sweep a sunken Italian garden, a half acre of deep pungent roses and a snub- nosed motor boat that bumped the tide off shore ‘It belonged to Demaine the oil man.’ He turned me around again, politely and abruptly ‘We’ll go inside.’ We walked through a high hallway into a bright rosy- colored space, fragilely bound into the house by French windows at either end The windows were ajar and gleaming white against the fresh grass outside that seemed to grow a little way into the house A breeze blew through the room, blew curtains in at one end and out the other like pale flags, twisting them up toward the frosted wedding cake of the ceiling—and then rippled over the wine-colored rug, mak- ing a shadow on it as wind does on the sea The only completely stationary object in the room was an enormou buoyed up as though upon an anchored balloon They were both in white and their dresses were rippling and fluttering as if they had just been blown back in after a short flight around the house I must have stood for a few moments listening to Another important factor is the decision to outsource transportation or not One may have to also worry about aspects such as having appropriate procedures to:  Verify the products shipped and received – type and quantity,  Conduct visual inspection for quality assurance, including expiration dates,  Complete and sign transaction records/vouchers,  Store the products, and  Update stock-keeping records The main objectives of logistics management are:  Inventory Reduction  Reliable & Consistent Delivery Performance  Economy in Freight  Minimum Damages to the Product  Quick Response  Optimum Contribution towards business excellence 7.2.2 Inventory Reduction Inventory Reductions have far-reaching implications on Company’s Return On Investment (ROI) However, really speaking, it is a ‘tight rope walk’! While excess stocks may affect the Profitability, not having enough inventories may result in ‘Loss of Customers’ Therefore, one has to exercise proper control over Inventory, by taking appropriate steps at the right moment Objective of Inventory Control Systems The objective of an inventory control system is to ensure the constant availability of products, by defining:  When products should be ordered  What quantities of products should be ordered  How to maintain adequate quantities to meet demand, while avoiding overstocks and stock-outs Inventory Control Systems Maximum/minimum Inventory Control System is defined by months of stock Systems are designed so that stock quantities routinely fall between the minimum and maximum stock levels The minimum stock level includes safety/buffer stock Any inventory control system (max/min or other) must take into account safety/buffer stock (However, in a Just-In-Time environment, the system of maintaining safety/buffer stock is not practiced.) LOVELY PROFESSIONAL UNIVERSITY 151 Chapter I n my younger and more vulnerable years my father gave me some advice that I’ve been turning over in my mind ever since ‘Whenever you feel like criticizing any one,’ he told me, ‘just remember that all the people in this world haven’t had the advantages that you’ve had.’ He didn’t say any more but we’ve always been unusually communicative in a reserved way, and I understood that he meant a great deal more than that In consequence I’m in- clined to reserve all judgments, a habit that has opened up many curious natures to me and also made me the victim of not a few veteran bores The abnormal mind is quick to detect and attach itself to this quality when it appears in a normal person, and so it came about that in college I was unjustly accused of being a politician, because I was privy to the secret griefs of wild, unknown men Most of the con- fidences were unsought—frequently I have feigned sleep, preoccupation, or a hostile levity when I realized by some unmistakable sign that an intimate revelation was quiver- ing on the horizon—for the intimate revelations of young men or at least the terms in which they express them are usually plagiaristic and marred by obvious suppressions Reserving judgments is a matter of infinite hope I am still a little afraid of missing something if I forget that, as my fa- The Great G snobbishly repeat a sense of the fundamental decencies is parcelled out unequally at birth And, after boasting this way of my tolerance, I come to the admission that it has a limit Conduct may be founded on the hard rock or the wet marshes but after a certain point I don’t care what it’s founded on When I came back from the East last autumn I felt that I wanted the world to be in uniform and at a sort of moral attention forever; I want- ed no more riotous excursions with privileged glimpses into the human heart Only Gatsby, the man who gives his name to this book, was exempt from my reaction—Gatsby who represented everything for which I have an unaffect- ed scorn If personality is an unbroken series of successful gestures, then there was something gorgeous about him, some heightened sensitivity to the promises of life, as if he were related to one of those intricate machines that register earthquakes ten thousand miles away This responsiveness had nothing to with that flabby impressionability which is dignified under the name of the ‘creative temperament’— it was an extraordinary gift for hope, a romantic readiness such as I have never found in any other person and which it is not likely I shall ever find again No—Gatsby turned out all right at the end; it is what preyed on Gatsby, what foul dust floated in the wake of his drea in the abortive sorrows and short- winded elations of men My family have been prominent, well-to-do people in this middle-western city for three generations The Car- Free eBooks at Planet eBook.com raways are something of a clan and we have a tradition that we’re descended from the Dukes of Buccleuch, but the ac- tual founder of my line was my grandfather’s brother who came here in fifty-one, sent a substitute to the Civil War and started the wholesale hardware business that my father car- ries on today I never saw this great-uncle but I’m supposed to look like him—with special reference to the rather hard-boiled painting that hangs in Father’s office I graduated from New Haven in 1915, just a quarter of a century after my father, and a little later I participated in that delayed Teutonic mi- gration known as the Great War I enjoyed the counter-raid so thoroughly that I came back restless Instead of being the warm center of the world the middle-west now seemed like the ragged edge of the universe—so I decided to go east and learn the bond business Everybody I knew was in the bond business so I supposed it could support one more single man All my aunts and uncles talked it over as if they were choosing a prep-school for me and finally said, ‘Why—ye- es’ with very grave, hesitant faces Father agreed to finance me for a y International Trade Procedures and Documentation perma- nently, I thought, in the spring of twenty-two The practical thing was to find rooms in the city but it was a warm season and I had just left a country of wide lawns and friendly trees, so when a young man at the office sug- gested that we take a house together in a commuting town it sounded like a great idea He found the house, a weather beaten cardboard bungalow at eighty a month, but at the last minute the firm ordered him to Washington and I went The Great Gatsby out to the country alone I had a dog, at least I had him for a few days until he ran away, and an old Dodge and a Finnish woman who made my bed and cooked breakfast and mut- tered Finnish wisdom to herself over the electric stove It was lonely for a day or so until one morning some man, more recently arrived than I, stopped me on the road ‘How you get to West Egg village?’ he asked helpless- ly I told him And as I walked on I was lonely no longer I was a guide, a pathfinder, an original settler He had casu- ally conferred on me the freedom of the neighborhood And so with the sunshine and the great bursts of leaves growing on the trees—just as things grow in fast movies—I had that familiar conviction that life was beginning over again with the summer There was so much to read for one thing and so much fine health to be pulled down out of the y volumes on banking and credit and investment securities and they stood on my shelf in red and gold like new money from the mint, promising to unfold the shining secrets that only Midas and Morgan and Mae- cenas knew And I had the high intention of reading many other books besides I was rather literary in college—one year I wrote a series of very solemn and obvious editorials for the ‘Yale News’—and now I was going to bring back all such things into my life and become again that most limited of all specialists, the ‘well-rounded man.’ This isn’t just an epigram—life is much more successfully looked at from a single window, after all Free eBooks at Planet eBook.com It was a matter of chance that I should have rented a house in one of the strangest communities in North Ameri- ca It was on that slender riotous island which extends itself due east of New York and where there are, among other natural curiosities, two unusual formations of land Twenty miles from the city a pair of enormous eggs, identical in contour and separated only by a courtesy bay, jut out into the most domesticated body of salt water in the Western Hemisphere, the great wet barnyard of Long Island Sound They are not perfect ovals—like the egg in the Columbus story they are both crushed flat at the contact end—but their physical resemblance must be a that fly overhead To the wingless a more arresting phenomenon is their dissimilarity in every particular except shape and size I lived at West Egg, the—well, the less fashionable of the two, though this is a most superficial tag to express the bi- zarre and not a little sinister contrast between them My house was at the very tip of the egg, only fifty yards from the Sound, and squeezed between two huge places that rented for twelve or fifteen thousand a season The one on my right was a colossal affair by any standard—it was a factual imi- tation of some Hôtel de Ville in Normandy, with a tower on one side, spanking new under a thin beard of raw ivy, and a marble swimming pool and more than forty acres of lawn and garden It was Gatsby’s mansion Or rather, as I didn’t know Mr Gatsby it was a mansion inhabited by a gentle- man of that name My own house was an eye-sore, but it was a small eye-sore, and it had been overlooked, so I had a The Great Gatsby view of the water, a partial view of my neighbor’s lawn, and the consoling proximity of millionaires—all for eighty dol- lars a month Across the courtesy bay the white palaces of fashionable East Egg glittered along the water, and the history of the summer really begins on the evening I drove over there to have dinner with the Tom Buchanans Daisy was my second cousin once re just after the war I spent two days with them in Chicago Her husband, among various physical accomplishments, had been one of the most powerful ends that ever played football at New Haven—a national figure in a way, one of those men who reach such an acute limited excellence at twenty-one that everything afterward savors of anti-cli- max His family were enormously wealthy—even in college his freedom with money was a matter for reproach—but now he’d left Chicago and come east in a fashion that rather took your breath away: for instance he’d brought down a string of polo ponies from Lake Forest It was hard to real- ize that a man in my own generation was wealthy enough to that Why they came east I don’t know They had spent a year in France, for no particular reason, and then drifted here and there unrestfully wherever people played polo and were rich together This was a permanent move, said Daisy over the telephone, but I didn’t believe it—I had no sight into Daisy’s heart but I felt that Tom would drift on forever seek- ing a little wistfully for the dramatic turbulence of some irrecoverable football game Free eBooks at Planet eBook.com And so it happened that on a warm windy evening I drove over to East Egg to see two old friends whom I scarce- ly knew at all Their house was even more elaborate than I exp Notes Inventory Control Considerations Colonial man- sion overlooking the bay The lawn started at the beach and ran toward the front door for a quarter of a mile, jumping over sun-dials and brick walks and burning gardens—final- ly when it reached the house drifting up the side in bright vines as though from the momentum of its run The front was broken by a line of French windows, glowing now with reflected gold, and wide open to the warm windy afternoon, and Tom Buchanan in riding clothes was standing with his legs apart on the front porch He had changed since his New Haven years Now he was a sturdy, straw haired man of thirty with a rather hard mouth and a supercilious manner Two shining, arrogant eyes had established dominance over his face and gave him the appearance of always leaning aggressively forward Not even the effeminate swank of his riding clothes could hide the enormous power of that body—he seemed to fill those glistening boots until he strained the top lacing and you could see a great pack of muscle shifting when his shoulder moved under his thin coat It was a body capable of enor- mous leverage—a cruel body His speaking voice, a gruff husky tenor, added to the im- pression of fractiousness he conveyed There was a touch of paternal contempt in it, even toward people he liked—and there were men at New Haven who had hated Some of the prime considerations are: these matters is final,’ 10 The Great Gatsby he seemed to say, ‘just because I’m stronger and more of a man than you are.’ We were in the same Senior Society, and while we were never intimate I always had the impression that he approved of me and wanted me to like him with some harsh, defiant wistfulness of his own We talked for a few minutes on the sunny porch ‘I’ve got a nice place here,’ he said, his eyes flashing about restlessly Turning me around by one arm he moved a broad flat hand along the front vista, including in its sweep a sunken Italian garden, a half acre of deep pungent roses and a snub- nosed motor boat that bumped the tide off shore ‘It belonged to Demaine the oil man.’ He turned me around again, politely and abruptly ‘We’ll go inside.’ We walked through a high hallway into a bright rosy- colored space, fragilely bound into the house by French windows at either end The windows were ajar and gleaming white against the fresh grass outside that seemed to grow a little way into the house A breeze blew through the room, blew curtains in at one end and out the other like pale flags, twisting them up toward the frosted wedding cake of the ceiling—and then rippled over the wine-colored rug, mak- ing a shadow on it as wind does on the sea The only completely stationary object in the room was an enormou buoyed up as though upon an anchored balloon They were both in white and their dresses were rippling and fluttering as if they had just been blown back in after a short flight around the house I must have stood for a few moments listening to  Who decides what quantities to distribute?  The lower level (pull) or the upper level (push)?  Decision should be based on training and human resource implications  Which type of max/min system to use?  How long should the pipeline be?   Longer pipeline reduces likelihood of stock-outs (more security stock) but increases likelihood of wastage (short shelf lives, increased expiries) How to include safety stock levels in a non-max/min system Reliable and Consistent Delivery Performance Customer Service is the key interface between Marketing and Logistics It plays a significant role in developing and maintaining customer loyalty and continuous satisfaction Logistics also supports the “place” element of marketing mix However, in the areas of Product, Pricing and Promotion, Competitors may equal! Hence, there is a need to excel consistently in Customer Service through reliable & consistent delivery performance Freight Economy The various Transportation Carrier Options available are: Truck, Rail, Water, Pipeline and Air Inter-modal transportation is becoming more common since it is really not possible to use only one mode of transportation in most of the cases Transportation by Road is perhaps the only mode which can be used independently 7.2.3 Transport Fundamentals Freight/Transport is the most important component of logistics cost Usually 1/3 – 2/3 of total cost is the result of Transportation Transport involves  Equipment (trucks, planes, trains, boats, pipeline),  People (drivers, loaders & unloaders), and  Decisions (routing, timing, quantities, equipment size, transport mode) ! Caution When deciding the transport mode for a given product, there are several things to consider such as mode price, transit time &variability (reliability) and lastly potential for loss or damage Note In developing countries we often find it necessary to locate production close to both markets and resources, while in countries with developed distribution systems people can live in places far from production and resources 152 LOVELY PROFESSIONAL UNIVERSITY Chapter I n my younger and more vulnerable years my father gave me some advice that I’ve been turning over in my mind ever since ‘Whenever you feel like criticizing any one,’ he told me, ‘just remember that all the people in this world haven’t had the advantages that you’ve had.’ He didn’t say any more but we’ve always been unusually communicative in a reserved way, and I understood that he meant a great deal more than that In consequence I’m in- clined to reserve all judgments, a habit that has opened up many curious natures to me and also made me the victim of not a few veteran bores The abnormal mind is quick to detect and attach itself to this quality when it appears in a normal person, and so it came about that in college I was unjustly accused of being a politician, because I was privy to the secret griefs of wild, unknown men Most of the con- fidences were unsought—frequently I have feigned sleep, preoccupation, or a hostile levity when I realized by some unmistakable sign that an intimate revelation was quiver- ing on the horizon—for the intimate revelations of young men or at least the terms in which they express them are usually plagiaristic and marred by obvious suppressions Reserving judgments is a matter of infinite hope I am still a little afraid of missing something if I forget that, as my fa- The Great G snobbishly repeat a sense of the fundamental decencies is parcelled out unequally at birth And, after boasting this way of my tolerance, I come to the admission that it has a limit Conduct may be founded on the hard rock or the wet marshes but after a certain point I don’t care what it’s founded on When I came back from the East last autumn I felt that I wanted the world to be in uniform and at a sort of moral attention forever; I want- ed no more riotous excursions with privileged glimpses into the human heart Only Gatsby, the man who gives his name to this book, was exempt from my reaction—Gatsby who represented everything for which I have an unaffect- ed scorn If personality is an unbroken series of successful gestures, then there was something gorgeous about him, some heightened sensitivity to the promises of life, as if he were related to one of those intricate machines that register earthquakes ten thousand miles away This responsiveness had nothing to with that flabby impressionability which is dignified under the name of the ‘creative temperament’— it was an extraordinary gift for hope, a romantic readiness such as I have never found in any other person and which it is not likely I shall ever find again No—Gatsby turned out all right at the end; it is what preyed on Gatsby, what foul dust floated in the wake of his drea in the abortive sorrows and short- winded elations of men My family have been prominent, well-to-do people in this middle-western city for three generations The Car- Free eBooks at Planet eBook.com raways are something of a clan and we have a tradition that we’re descended from the Dukes of Buccleuch, but the ac- tual founder of my line was my grandfather’s brother who came here in fifty-one, sent a substitute to the Civil War and started the wholesale hardware business that my father car- ries on today I never saw this great-uncle but I’m supposed to look like him—with special reference to the rather hard-boiled painting that hangs in Father’s office I graduated from New Haven in 1915, just a quarter of a century after my father, and a little later I participated in that delayed Teutonic mi- gration known as the Great War I enjoyed the counter-raid so thoroughly that I came back restless Instead of being the warm center of the world the middle-west now seemed like the ragged edge of the universe—so I decided to go east and learn the bond business Everybody I knew was in the bond business so I supposed it could support one more single man All my aunts and uncles talked it over as if they were choosing a prep-school for me and finally said, ‘Why—ye- es’ with very grave, hesitant faces Father agreed to finance me for a y Unit 7: Logistics and Characteristics of Modes of Transportation perma- nently, I thought, in the spring of twenty-two The practical thing was to find rooms in the city but it was a warm season and I had just left a country of wide lawns and friendly trees, so when a young man at the office sug- gested that we take a house together in a commuting town it sounded like a great idea He found the house, a weather beaten cardboard bungalow at eighty a month, but at the last minute the firm ordered him to Washington and I went The Great Gatsby out to the country alone I had a dog, at least I had him for a few days until he ran away, and an old Dodge and a Finnish woman who made my bed and cooked breakfast and mut- tered Finnish wisdom to herself over the electric stove It was lonely for a day or so until one morning some man, more recently arrived than I, stopped me on the road ‘How you get to West Egg village?’ he asked helpless- ly I told him And as I walked on I was lonely no longer I was a guide, a pathfinder, an original settler He had casu- ally conferred on me the freedom of the neighborhood And so with the sunshine and the great bursts of leaves growing on the trees—just as things grow in fast movies—I had that familiar conviction that life was beginning over again with the summer There was so much to read for one thing and so much fine health to be pulled down out of the y volumes on banking and credit and investment securities and they stood on my shelf in red and gold like new money from the mint, promising to unfold the shining secrets that only Midas and Morgan and Mae- cenas knew And I had the high intention of reading many other books besides I was rather literary in college—one year I wrote a series of very solemn and obvious editorials for the ‘Yale News’—and now I was going to bring back all such things into my life and become again that most limited of all specialists, the ‘well-rounded man.’ This isn’t just an epigram—life is much more successfully looked at from a single window, after all Free eBooks at Planet eBook.com It was a matter of chance that I should have rented a house in one of the strangest communities in North Ameri- ca It was on that slender riotous island which extends itself due east of New York and where there are, among other natural curiosities, two unusual formations of land Twenty miles from the city a pair of enormous eggs, identical in contour and separated only by a courtesy bay, jut out into the most domesticated body of salt water in the Western Hemisphere, the great wet barnyard of Long Island Sound They are not perfect ovals—like the egg in the Columbus story they are both crushed flat at the contact end—but their physical resemblance must be a that fly overhead To the wingless a more arresting phenomenon is their dissimilarity in every particular except shape and size I lived at West Egg, the—well, the less fashionable of the two, though this is a most superficial tag to express the bi- zarre and not a little sinister contrast between them My house was at the very tip of the egg, only fifty yards from the Sound, and squeezed between two huge places that rented for twelve or fifteen thousand a season The one on my right was a colossal affair by any standard—it was a factual imi- tation of some Hôtel de Ville in Normandy, with a tower on one side, spanking new under a thin beard of raw ivy, and a marble swimming pool and more than forty acres of lawn and garden It was Gatsby’s mansion Or rather, as I didn’t know Mr Gatsby it was a mansion inhabited by a gentle- man of that name My own house was an eye-sore, but it was a small eye-sore, and it had been overlooked, so I had a The Great Gatsby view of the water, a partial view of my neighbor’s lawn, and the consoling proximity of millionaires—all for eighty dol- lars a month Across the courtesy bay the white palaces of fashionable East Egg glittered along the water, and the history of the summer really begins on the evening I drove over there to have dinner with the Tom Buchanans Daisy was my second cousin once re just after the war I spent two days with them in Chicago Her husband, among various physical accomplishments, had been one of the most powerful ends that ever played football at New Haven—a national figure in a way, one of those men who reach such an acute limited excellence at twenty-one that everything afterward savors of anti-cli- max His family were enormously wealthy—even in college his freedom with money was a matter for reproach—but now he’d left Chicago and come east in a fashion that rather took your breath away: for instance he’d brought down a string of polo ponies from Lake Forest It was hard to real- ize that a man in my own generation was wealthy enough to that Why they came east I don’t know They had spent a year in France, for no particular reason, and then drifted here and there unrestfully wherever people played polo and were rich together This was a permanent move, said Daisy over the telephone, but I didn’t believe it—I had no sight into Daisy’s heart but I felt that Tom would drift on forever seek- ing a little wistfully for the dramatic turbulence of some irrecoverable football game Free eBooks at Planet eBook.com And so it happened that on a warm windy evening I drove over to East Egg to see two old friends whom I scarce- ly knew at all Their house was even more elaborate than I exp Single-mode Service Choices and Issues Notes Colonial man- sion overlooking the bay The lawn started at the beach and ran toward the front door for a quarter of a mile, jumping over sun-dials and brick walks and burning gardens—final- ly when it reached the house drifting up the side in bright vines as though from the momentum of its run The front was broken by a line of French windows, glowing now with reflected gold, and wide open to the warm windy afternoon, and Tom Buchanan in riding clothes was standing with his legs apart on the front porch He had changed since his New Haven years Now he was a sturdy, straw haired man of thirty with a rather hard mouth and a supercilious manner Two shining, arrogant eyes had established dominance over his face and gave him the appearance of always leaning aggressively forward Not even the effeminate swank of his riding clothes could hide the enormous power of that body—he seemed to fill those glistening boots until he strained the top lacing and you could see a great pack of muscle shifting when his shoulder moved under his thin coat It was a body capable of enor- mous leverage—a cruel body His speaking voice, a gruff husky tenor, added to the im- pression of fractiousness he conveyed There was a touch of paternal contempt in it, even toward people he liked—and there were men at New Haven who had hated these matters is final,’ 10 The Great Gatsby he seemed to say, ‘just because I’m stronger and more of a man than you are.’ We were in the same Senior Society, and while we were never intimate I always had the impression that he approved of me and wanted me to like him with some harsh, defiant wistfulness of his own We talked for a few minutes on the sunny porch ‘I’ve got a nice place here,’ he said, his eyes flashing about restlessly Turning me around by one arm he moved a broad flat hand along the front vista, including in its sweep a sunken Italian garden, a half acre of deep pungent roses and a snub- nosed motor boat that bumped the tide off shore ‘It belonged to Demaine the oil man.’ He turned me around again, politely and abruptly ‘We’ll go inside.’ We walked through a high hallway into a bright rosy- colored space, fragilely bound into the house by French windows at either end The windows were ajar and gleaming white against the fresh grass outside that seemed to grow a little way into the house A breeze blew through the room, blew curtains in at one end and out the other like pale flags, twisting them up toward the frosted wedding cake of the ceiling—and then rippled over the wine-colored rug, mak- ing a shadow on it as wind does on the sea The only completely stationary object in the room was an enormou Air buoyed up as though upon an anchored balloon They were both in white and their dresses were rippling and fluttering as if they had just been blown back in after a short flight around the house I must have stood for a few moments listening to  Rapidly growing segment of transportation industry  Lightweight, small items (Products: Perishable and time sensitive goods: Flowers, produce, electronics, mail, emergency shipments, documents, etc.)  Quick, reliable, expensive  Often combined with trucking operations Rail  Low cost, high-volume (Products: Heavy industry, minerals, chemicals, agricultural products, autos, etc.)  Improving flexibility  Inter-modal service Truck  Most used mode  Flexible, small loads (Products: Medium and light manufacturing, food, clothing, all retail goods)  Trucks can go door-to-door as opposed to aeroplanes and trains Water  One of oldest means of transport  Low-cost, high-volume, slow  Bulky, heavy and/or large items (Products: Nonperishable bulk cargo – Liquids, minerals, grain, petroleum, lumber, etc.)  Standardized shipping containers improve service  Combined with trucking & rail for complete systems  International trade Pipeline  Primarily for oil & refined oil products  Slurry lines carry coal or kaolin  High capital investment  Low operating costs  Can cross difficult terrain  Highly reliable; Low product losses Transport Cost Characteristics Transportation costs will be fixed costs as well as variable costs Both these costs must be reviewed frequently and efforts must be made to bring these down LOVELY PROFESSIONAL UNIVERSITY 153 Chapter I n my younger and more vulnerable years my father gave me some advice that I’ve been turning over in my mind ever since ‘Whenever you feel like criticizing any one,’ he told me, ‘just remember that all the people in this world haven’t had the advantages that you’ve had.’ He didn’t say any more but we’ve always been unusually communicative in a reserved way, and I understood that he meant a great deal more than that In consequence I’m in- clined to reserve all judgments, a habit that has opened up many curious natures to me and also made me the victim of not a few veteran bores The abnormal mind is quick to detect and attach itself to this quality when it appears in a normal person, and so it came about that in college I was unjustly accused of being a politician, because I was privy to the secret griefs of wild, unknown men Most of the con- fidences were unsought—frequently I have feigned sleep, preoccupation, or a hostile levity when I realized by some unmistakable sign that an intimate revelation was quiver- ing on the horizon—for the intimate revelations of young men or at least the terms in which they express them are usually plagiaristic and marred by obvious suppressions Reserving judgments is a matter of infinite hope I am still a little afraid of missing something if I forget that, as my fa- The Great G snobbishly repeat a sense of the fundamental decencies is parcelled out unequally at birth And, after boasting this way of my tolerance, I come to the admission that it has a limit Conduct may be founded on the hard rock or the wet marshes but after a certain point I don’t care what it’s founded on When I came back from the East last autumn I felt that I wanted the world to be in uniform and at a sort of moral attention forever; I want- ed no more riotous excursions with privileged glimpses into the human heart Only Gatsby, the man who gives his name to this book, was exempt from my reaction—Gatsby who represented everything for which I have an unaffect- ed scorn If personality is an unbroken series of successful gestures, then there was something gorgeous about him, some heightened sensitivity to the promises of life, as if he were related to one of those intricate machines that register earthquakes ten thousand miles away This responsiveness had nothing to with that flabby impressionability which is dignified under the name of the ‘creative temperament’— it was an extraordinary gift for hope, a romantic readiness such as I have never found in any other person and which it is not likely I shall ever find again No—Gatsby turned out all right at the end; it is what preyed on Gatsby, what foul dust floated in the wake of his drea in the abortive sorrows and short- winded elations of men My family have been prominent, well-to-do people in this middle-western city for three generations The Car- Free eBooks at Planet eBook.com raways are something of a clan and we have a tradition that we’re descended from the Dukes of Buccleuch, but the ac- tual founder of my line was my grandfather’s brother who came here in fifty-one, sent a substitute to the Civil War and started the wholesale hardware business that my father car- ries on today I never saw this great-uncle but I’m supposed to look like him—with special reference to the rather hard-boiled painting that hangs in Father’s office I graduated from New Haven in 1915, just a quarter of a century after my father, and a little later I participated in that delayed Teutonic mi- gration known as the Great War I enjoyed the counter-raid so thoroughly that I came back restless Instead of being the warm center of the world the middle-west now seemed like the ragged edge of the universe—so I decided to go east and learn the bond business Everybody I knew was in the bond business so I supposed it could support one more single man All my aunts and uncles talked it over as if they were choosing a prep-school for me and finally said, ‘Why—ye- es’ with very grave, hesitant faces Father agreed to finance me for a y International Trade Procedures and Documentation perma- nently, I thought, in the spring of twenty-two The practical thing was to find rooms in the city but it was a warm season and I had just left a country of wide lawns and friendly trees, so when a young man at the office sug- gested that we take a house together in a commuting town it sounded like a great idea He found the house, a weather beaten cardboard bungalow at eighty a month, but at the last minute the firm ordered him to Washington and I went The Great Gatsby out to the country alone I had a dog, at least I had him for a few days until he ran away, and an old Dodge and a Finnish woman who made my bed and cooked breakfast and mut- tered Finnish wisdom to herself over the electric stove It was lonely for a day or so until one morning some man, more recently arrived than I, stopped me on the road ‘How you get to West Egg village?’ he asked helpless- ly I told him And as I walked on I was lonely no longer I was a guide, a pathfinder, an original settler He had casu- ally conferred on me the freedom of the neighborhood And so with the sunshine and the great bursts of leaves growing on the trees—just as things grow in fast movies—I had that familiar conviction that life was beginning over again with the summer There was so much to read for one thing and so much fine health to be pulled down out of the y volumes on banking and credit and investment securities and they stood on my shelf in red and gold like new money from the mint, promising to unfold the shining secrets that only Midas and Morgan and Mae- cenas knew And I had the high intention of reading many other books besides I was rather literary in college—one year I wrote a series of very solemn and obvious editorials for the ‘Yale News’—and now I was going to bring back all such things into my life and become again that most limited of all specialists, the ‘well-rounded man.’ This isn’t just an epigram—life is much more successfully looked at from a single window, after all Free eBooks at Planet eBook.com It was a matter of chance that I should have rented a house in one of the strangest communities in North Ameri- ca It was on that slender riotous island which extends itself due east of New York and where there are, among other natural curiosities, two unusual formations of land Twenty miles from the city a pair of enormous eggs, identical in contour and separated only by a courtesy bay, jut out into the most domesticated body of salt water in the Western Hemisphere, the great wet barnyard of Long Island Sound They are not perfect ovals—like the egg in the Columbus story they are both crushed flat at the contact end—but their physical resemblance must be a that fly overhead To the wingless a more arresting phenomenon is their dissimilarity in every particular except shape and size I lived at West Egg, the—well, the less fashionable of the two, though this is a most superficial tag to express the bi- zarre and not a little sinister contrast between them My house was at the very tip of the egg, only fifty yards from the Sound, and squeezed between two huge places that rented for twelve or fifteen thousand a season The one on my right was a colossal affair by any standard—it was a factual imi- tation of some Hôtel de Ville in Normandy, with a tower on one side, spanking new under a thin beard of raw ivy, and a marble swimming pool and more than forty acres of lawn and garden It was Gatsby’s mansion Or rather, as I didn’t know Mr Gatsby it was a mansion inhabited by a gentle- man of that name My own house was an eye-sore, but it was a small eye-sore, and it had been overlooked, so I had a The Great Gatsby view of the water, a partial view of my neighbor’s lawn, and the consoling proximity of millionaires—all for eighty dol- lars a month Across the courtesy bay the white palaces of fashionable East Egg glittered along the water, and the history of the summer really begins on the evening I drove over there to have dinner with the Tom Buchanans Daisy was my second cousin once re just after the war I spent two days with them in Chicago Her husband, among various physical accomplishments, had been one of the most powerful ends that ever played football at New Haven—a national figure in a way, one of those men who reach such an acute limited excellence at twenty-one that everything afterward savors of anti-cli- max His family were enormously wealthy—even in college his freedom with money was a matter for reproach—but now he’d left Chicago and come east in a fashion that rather took your breath away: for instance he’d brought down a string of polo ponies from Lake Forest It was hard to real- ize that a man in my own generation was wealthy enough to that Why they came east I don’t know They had spent a year in France, for no particular reason, and then drifted here and there unrestfully wherever people played polo and were rich together This was a permanent move, said Daisy over the telephone, but I didn’t believe it—I had no sight into Daisy’s heart but I felt that Tom would drift on forever seek- ing a little wistfully for the dramatic turbulence of some irrecoverable football game Free eBooks at Planet eBook.com And so it happened that on a warm windy evening I drove over to East Egg to see two old friends whom I scarce- ly knew at all Their house was even more elaborate than I exp Notes Examples of fixed costs: Terminal facilities, Transport equipment, carrier administration, Roadway acquisition and maintenance [Infrastructure (road, rail, pipeline, navigation, etc.)] etc Colonial man- sion overlooking the bay The lawn started at the beach and ran toward the front door for a quarter of a mile, jumping over sun-dials and brick walks and burning gardens—final- ly when it reached the house drifting up the side in bright vines as though from the momentum of its run The front was broken by a line of French windows, glowing now with reflected gold, and wide open to the warm windy afternoon, and Tom Buchanan in riding clothes was standing with his legs apart on the front porch He had changed since his New Haven years Now he was a sturdy, straw haired man of thirty with a rather hard mouth and a supercilious manner Two shining, arrogant eyes had established dominance over his face and gave him the appearance of always leaning aggressively forward Not even the effeminate swank of his riding clothes could hide the enormous power of that body—he seemed to fill those glistening boots until he strained the top lacing and you could see a great pack of muscle shifting when his shoulder moved under his thin coat It was a body capable of enor- mous leverage—a cruel body His speaking voice, a gruff husky tenor, added to the im- pression of fractiousness he conveyed There was a touch of paternal contempt in it, even toward people he liked—and there were men at New Haven who had hated these matters is final,’ 10 The Great Gatsby he seemed to say, ‘just because I’m stronger and more of a man than you are.’ We were in the same Senior Society, and while we were never intimate I always had the impression that he approved of me and wanted me to like him with some harsh, defiant wistfulness of his own We talked for a few minutes on the sunny porch ‘I’ve got a nice place here,’ he said, his eyes flashing about restlessly Turning me around by one arm he moved a broad flat hand along the front vista, including in its sweep a sunken Italian garden, a half acre of deep pungent roses and a snub- nosed motor boat that bumped the tide off shore ‘It belonged to Demaine the oil man.’ He turned me around again, politely and abruptly ‘We’ll go inside.’ We walked through a high hallway into a bright rosy- colored space, fragilely bound into the house by French windows at either end The windows were ajar and gleaming white against the fresh grass outside that seemed to grow a little way into the house A breeze blew through the room, blew curtains in at one end and out the other like pale flags, twisting them up toward the frosted wedding cake of the ceiling—and then rippled over the wine-colored rug, mak- ing a shadow on it as wind does on the sea The only completely stationary object in the room was an enormou buoyed up as though upon an anchored balloon They were both in white and their dresses were rippling and fluttering as if they had just been blown back in after a short flight around the house I must have stood for a few moments listening to Examples of variable costs include: Fuel, Labor, Equipment maintenance, handling, pickup & delivery, taxes etc Note      Cost structure varies by mode Rail  High fixed costs, low variable costs  High volumes result in lower per unit (variable) costs Highway  Lower fixed costs (don’t need to own or maintain roads)  Higher unit costs than rail due to lower capacity per truck  Terminal expenses and line-haul expenses Water  High terminal (port) costs and high equipment costs (both fixed)  Very low unit costs Air  Substantial fixed costs  Variable costs depend highly on distance traveled Pipeline  Highest proportion of fixed cost of any mode due to pipeline ownership and maintenance and extremely low variable costs Minimum Damages to Product Logistics Management must ensure that no/absolute damage happens while the product is in the custody of Logistics Damage Costs incurred during transportation should be considered as a throughput cost, since they will continue regardless of inventory levels Did u know? Damage attributed to Warehouse operation is usually charged to the Warehouse Operator, if the cost is unreasonable Quick Response [QR] Quick Response is generally a retail sector strategy, but can be tried by other industries too Quick Response applies JIT principles throughout the entire supply chain The concept works by combining Electronic Data Interchange (EDI) with Bar Coding Technology, so that Customer Sales are tracked immediately This information is immediately passed on to the Manufacturer and from there to the suppliers to enable all the partners to plan, produce and deliver the replenishments to meet Customer Requirements quickly 154 LOVELY PROFESSIONAL UNIVERSITY Chapter I n my younger and more vulnerable years my father gave me some advice that I’ve been turning over in my mind ever since ‘Whenever you feel like criticizing any one,’ he told me, ‘just remember that all the people in this world haven’t had the advantages that you’ve had.’ He didn’t say any more but we’ve always been unusually communicative in a reserved way, and I understood that he meant a great deal more than that In consequence I’m in- clined to reserve all judgments, a habit that has opened up many curious natures to me and also made me the victim of not a few veteran bores The abnormal mind is quick to detect and attach itself to this quality when it appears in a normal person, and so it came about that in college I was unjustly accused of being a politician, because I was privy to the secret griefs of wild, unknown men Most of the con- fidences were unsought—frequently I have feigned sleep, preoccupation, or a hostile levity when I realized by some unmistakable sign that an intimate revelation was quiver- ing on the horizon—for the intimate revelations of young men or at least the terms in which they express them are usually plagiaristic and marred by obvious suppressions Reserving judgments is a matter of infinite hope I am still a little afraid of missing something if I forget that, as my fa- The Great G snobbishly repeat a sense of the fundamental decencies is parcelled out unequally at birth And, after boasting this way of my tolerance, I come to the admission that it has a limit Conduct may be founded on the hard rock or the wet marshes but after a certain point I don’t care what it’s founded on When I came back from the East last autumn I felt that I wanted the world to be in uniform and at a sort of moral attention forever; I want- ed no more riotous excursions with privileged glimpses into the human heart Only Gatsby, the man who gives his name to this book, was exempt from my reaction—Gatsby who represented everything for which I have an unaffect- ed scorn If personality is an unbroken series of successful gestures, then there was something gorgeous about him, some heightened sensitivity to the promises of life, as if he were related to one of those intricate machines that register earthquakes ten thousand miles away This responsiveness had nothing to with that flabby impressionability which is dignified under the name of the ‘creative temperament’— it was an extraordinary gift for hope, a romantic readiness such as I have never found in any other person and which it is not likely I shall ever find again No—Gatsby turned out all right at the end; it is what preyed on Gatsby, what foul dust floated in the wake of his drea in the abortive sorrows and short- winded elations of men My family have been prominent, well-to-do people in this middle-western city for three generations The Car- Free eBooks at Planet eBook.com raways are something of a clan and we have a tradition that we’re descended from the Dukes of Buccleuch, but the ac- tual founder of my line was my grandfather’s brother who came here in fifty-one, sent a substitute to the Civil War and started the wholesale hardware business that my father car- ries on today I never saw this great-uncle but I’m supposed to look like him—with special reference to the rather hard-boiled painting that hangs in Father’s office I graduated from New Haven in 1915, just a quarter of a century after my father, and a little later I participated in that delayed Teutonic mi- gration known as the Great War I enjoyed the counter-raid so thoroughly that I came back restless Instead of being the warm center of the world the middle-west now seemed like the ragged edge of the universe—so I decided to go east and learn the bond business Everybody I knew was in the bond business so I supposed it could support one more single man All my aunts and uncles talked it over as if they were choosing a prep-school for me and finally said, ‘Why—ye- es’ with very grave, hesitant faces Father agreed to finance me for a y Unit 7: Logistics and Characteristics of Modes of Transportation perma- nently, I thought, in the spring of twenty-two The practical thing was to find rooms in the city but it was a warm season and I had just left a country of wide lawns and friendly trees, so when a young man at the office sug- gested that we take a house together in a commuting town it sounded like a great idea He found the house, a weather beaten cardboard bungalow at eighty a month, but at the last minute the firm ordered him to Washington and I went The Great Gatsby out to the country alone I had a dog, at least I had him for a few days until he ran away, and an old Dodge and a Finnish woman who made my bed and cooked breakfast and mut- tered Finnish wisdom to herself over the electric stove It was lonely for a day or so until one morning some man, more recently arrived than I, stopped me on the road ‘How you get to West Egg village?’ he asked helpless- ly I told him And as I walked on I was lonely no longer I was a guide, a pathfinder, an original settler He had casu- ally conferred on me the freedom of the neighborhood And so with the sunshine and the great bursts of leaves growing on the trees—just as things grow in fast movies—I had that familiar conviction that life was beginning over again with the summer There was so much to read for one thing and so much fine health to be pulled down out of the y volumes on banking and credit and investment securities and they stood on my shelf in red and gold like new money from the mint, promising to unfold the shining secrets that only Midas and Morgan and Mae- cenas knew And I had the high intention of reading many other books besides I was rather literary in college—one year I wrote a series of very solemn and obvious editorials for the ‘Yale News’—and now I was going to bring back all such things into my life and become again that most limited of all specialists, the ‘well-rounded man.’ This isn’t just an epigram—life is much more successfully looked at from a single window, after all Free eBooks at Planet eBook.com It was a matter of chance that I should have rented a house in one of the strangest communities in North Ameri- ca It was on that slender riotous island which extends itself due east of New York and where there are, among other natural curiosities, two unusual formations of land Twenty miles from the city a pair of enormous eggs, identical in contour and separated only by a courtesy bay, jut out into the most domesticated body of salt water in the Western Hemisphere, the great wet barnyard of Long Island Sound They are not perfect ovals—like the egg in the Columbus story they are both crushed flat at the contact end—but their physical resemblance must be a that fly overhead To the wingless a more arresting phenomenon is their dissimilarity in every particular except shape and size I lived at West Egg, the—well, the less fashionable of the two, though this is a most superficial tag to express the bi- zarre and not a little sinister contrast between them My house was at the very tip of the egg, only fifty yards from the Sound, and squeezed between two huge places that rented for twelve or fifteen thousand a season The one on my right was a colossal affair by any standard—it was a factual imi- tation of some Hôtel de Ville in Normandy, with a tower on one side, spanking new under a thin beard of raw ivy, and a marble swimming pool and more than forty acres of lawn and garden It was Gatsby’s mansion Or rather, as I didn’t know Mr Gatsby it was a mansion inhabited by a gentle- man of that name My own house was an eye-sore, but it was a small eye-sore, and it had been overlooked, so I had a The Great Gatsby view of the water, a partial view of my neighbor’s lawn, and the consoling proximity of millionaires—all for eighty dol- lars a month Across the courtesy bay the white palaces of fashionable East Egg glittered along the water, and the history of the summer really begins on the evening I drove over there to have dinner with the Tom Buchanans Daisy was my second cousin once re just after the war I spent two days with them in Chicago Her husband, among various physical accomplishments, had been one of the most powerful ends that ever played football at New Haven—a national figure in a way, one of those men who reach such an acute limited excellence at twenty-one that everything afterward savors of anti-cli- max His family were enormously wealthy—even in college his freedom with money was a matter for reproach—but now he’d left Chicago and come east in a fashion that rather took your breath away: for instance he’d brought down a string of polo ponies from Lake Forest It was hard to real- ize that a man in my own generation was wealthy enough to that Why they came east I don’t know They had spent a year in France, for no particular reason, and then drifted here and there unrestfully wherever people played polo and were rich together This was a permanent move, said Daisy over the telephone, but I didn’t believe it—I had no sight into Daisy’s heart but I felt that Tom would drift on forever seek- ing a little wistfully for the dramatic turbulence of some irrecoverable football game Free eBooks at Planet eBook.com And so it happened that on a warm windy evening I drove over to East Egg to see two old friends whom I scarce- ly knew at all Their house was even more elaborate than I exp Notes The benefits of such a system are: Colonial man- sion overlooking the bay The lawn started at the beach and ran toward the front door for a quarter of a mile, jumping over sun-dials and brick walks and burning gardens—final- ly when it reached the house drifting up the side in bright vines as though from the momentum of its run The front was broken by a line of French windows, glowing now with reflected gold, and wide open to the warm windy afternoon, and Tom Buchanan in riding clothes was standing with his legs apart on the front porch He had changed since his New Haven years Now he was a sturdy, straw haired man of thirty with a rather hard mouth and a supercilious manner Two shining, arrogant eyes had established dominance over his face and gave him the appearance of always leaning aggressively forward Not even the effeminate swank of his riding clothes could hide the enormous power of that body—he seemed to fill those glistening boots until he strained the top lacing and you could see a great pack of muscle shifting when his shoulder moved under his thin coat It was a body capable of enor- mous leverage—a cruel body His speaking voice, a gruff husky tenor, added to the im- pression of fractiousness he conveyed There was a touch of paternal contempt in it, even toward people he liked—and there were men at New Haven who had hated  Inventory Reduction these matters is final,’ 10 The Great Gatsby he seemed to say, ‘just because I’m stronger and more of a man than you are.’ We were in the same Senior Society, and while we were never intimate I always had the impression that he approved of me and wanted me to like him with some harsh, defiant wistfulness of his own We talked for a few minutes on the sunny porch ‘I’ve got a nice place here,’ he said, his eyes flashing about restlessly Turning me around by one arm he moved a broad flat hand along the front vista, including in its sweep a sunken Italian garden, a half acre of deep pungent roses and a snub- nosed motor boat that bumped the tide off shore ‘It belonged to Demaine the oil man.’ He turned me around again, politely and abruptly ‘We’ll go inside.’ We walked through a high hallway into a bright rosy- colored space, fragilely bound into the house by French windows at either end The windows were ajar and gleaming white against the fresh grass outside that seemed to grow a little way into the house A breeze blew through the room, blew curtains in at one end and out the other like pale flags, twisting them up toward the frosted wedding cake of the ceiling—and then rippled over the wine-colored rug, mak- ing a shadow on it as wind does on the sea The only completely stationary object in the room was an enormou buoyed up as though upon an anchored balloon They were both in white and their dresses were rippling and fluttering as if they had just been blown back in after a short flight around the house I must have stood for a few moments listening to  Speedier Response  Lower number of stock-out situations  Reduced Handling  Reduction in Obsolescence Contribution towards Business Excellence About two decades back, Logistics Function was one of the neglected areas It was looked at as a Cost Center Not many organizations managed this function in a profession way Gradually, the situations changed With customer becoming more and more demanding, organizations realized the importance of this function and the role played by it in meeting the customers’ expectations  Logistics primarily embodies the effort to deliver:  The right product  In the right quantity  In the right condition  To the right place  At the right time  For the right customer  At the right cost Task What role is played by logistics towards business excellence? 7.3 Benefits of Efficient Logistics System Logistics has gained importance due to the following trends: Transportation costs have risen rapidly due to the rise in oil prices Production efficiency has scaled new heights Fundamental changes in inventory Proliferating product lines Computer technology Increased use of computers Increase in public concern about the product Growth of several new, large retail chains or mass merchandise with large demands and very sophisticated logistics services, bypassing traditional channels and distribution Economic regulation reduction Increase in power of retailers 10 Globalization LOVELY PROFESSIONAL UNIVERSITY 155 Chapter I n my younger and more vulnerable years my father gave me some advice that I’ve been turning over in my mind ever since ‘Whenever you feel like criticizing any one,’ he told me, ‘just remember that all the people in this world haven’t had the advantages that you’ve had.’ He didn’t say any more but we’ve always been unusually communicative in a reserved way, and I understood that he meant a great deal more than that In consequence I’m in- clined to reserve all judgments, a habit that has opened up many curious natures to me and also made me the victim of not a few veteran bores The abnormal mind is quick to detect and attach itself to this quality when it appears in a normal person, and so it came about that in college I was unjustly accused of being a politician, because I was privy to the secret griefs of wild, unknown men Most of the con- fidences were unsought—frequently I have feigned sleep, preoccupation, or a hostile levity when I realized by some unmistakable sign that an intimate revelation was quiver- ing on the horizon—for the intimate revelations of young men or at least the terms in which they express them are usually plagiaristic and marred by obvious suppressions Reserving judgments is a matter of infinite hope I am still a little afraid of missing something if I forget that, as my fa- The Great G snobbishly repeat a sense of the fundamental decencies is parcelled out unequally at birth And, after boasting this way of my tolerance, I come to the admission that it has a limit Conduct may be founded on the hard rock or the wet marshes but after a certain point I don’t care what it’s founded on When I came back from the East last autumn I felt that I wanted the world to be in uniform and at a sort of moral attention forever; I want- ed no more riotous excursions with privileged glimpses into the human heart Only Gatsby, the man who gives his name to this book, was exempt from my reaction—Gatsby who represented everything for which I have an unaffect- ed scorn If personality is an unbroken series of successful gestures, then there was something gorgeous about him, some heightened sensitivity to the promises of life, as if he were related to one of those intricate machines that register earthquakes ten thousand miles away This responsiveness had nothing to with that flabby impressionability which is dignified under the name of the ‘creative temperament’— it was an extraordinary gift for hope, a romantic readiness such as I have never found in any other person and which it is not likely I shall ever find again No—Gatsby turned out all right at the end; it is what preyed on Gatsby, what foul dust floated in the wake of his drea in the abortive sorrows and short- winded elations of men My family have been prominent, well-to-do people in this middle-western city for three generations The Car- Free eBooks at Planet eBook.com raways are something of a clan and we have a tradition that we’re descended from the Dukes of Buccleuch, but the ac- tual founder of my line was my grandfather’s brother who came here in fifty-one, sent a substitute to the Civil War and started the wholesale hardware business that my father car- ries on today I never saw this great-uncle but I’m supposed to look like him—with special reference to the rather hard-boiled painting that hangs in Father’s office I graduated from New Haven in 1915, just a quarter of a century after my father, and a little later I participated in that delayed Teutonic mi- gration known as the Great War I enjoyed the counter-raid so thoroughly that I came back restless Instead of being the warm center of the world the middle-west now seemed like the ragged edge of the universe—so I decided to go east and learn the bond business Everybody I knew was in the bond business so I supposed it could support one more single man All my aunts and uncles talked it over as if they were choosing a prep-school for me and finally said, ‘Why—ye- es’ with very grave, hesitant faces Father agreed to finance me for a y International Trade Procedures and Documentation perma- nently, I thought, in the spring of twenty-two The practical thing was to find rooms in the city but it was a warm season and I had just left a country of wide lawns and friendly trees, so when a young man at the office sug- gested that we take a house together in a commuting town it sounded like a great idea He found the house, a weather beaten cardboard bungalow at eighty a month, but at the last minute the firm ordered him to Washington and I went The Great Gatsby out to the country alone I had a dog, at least I had him for a few days until he ran away, and an old Dodge and a Finnish woman who made my bed and cooked breakfast and mut- tered Finnish wisdom to herself over the electric stove It was lonely for a day or so until one morning some man, more recently arrived than I, stopped me on the road ‘How you get to West Egg village?’ he asked helpless- ly I told him And as I walked on I was lonely no longer I was a guide, a pathfinder, an original settler He had casu- ally conferred on me the freedom of the neighborhood And so with the sunshine and the great bursts of leaves growing on the trees—just as things grow in fast movies—I had that familiar conviction that life was beginning over again with the summer There was so much to read for one thing and so much fine health to be pulled down out of the y volumes on banking and credit and investment securities and they stood on my shelf in red and gold like new money from the mint, promising to unfold the shining secrets that only Midas and Morgan and Mae- cenas knew And I had the high intention of reading many other books besides I was rather literary in college—one year I wrote a series of very solemn and obvious editorials for the ‘Yale News’—and now I was going to bring back all such things into my life and become again that most limited of all specialists, the ‘well-rounded man.’ This isn’t just an epigram—life is much more successfully looked at from a single window, after all Free eBooks at Planet eBook.com It was a matter of chance that I should have rented a house in one of the strangest communities in North Ameri- ca It was on that slender riotous island which extends itself due east of New York and where there are, among other natural curiosities, two unusual formations of land Twenty miles from the city a pair of enormous eggs, identical in contour and separated only by a courtesy bay, jut out into the most domesticated body of salt water in the Western Hemisphere, the great wet barnyard of Long Island Sound They are not perfect ovals—like the egg in the Columbus story they are both crushed flat at the contact end—but their physical resemblance must be a that fly overhead To the wingless a more arresting phenomenon is their dissimilarity in every particular except shape and size I lived at West Egg, the—well, the less fashionable of the two, though this is a most superficial tag to express the bi- zarre and not a little sinister contrast between them My house was at the very tip of the egg, only fifty yards from the Sound, and squeezed between two huge places that rented for twelve or fifteen thousand a season The one on my right was a colossal affair by any standard—it was a factual imi- tation of some Hôtel de Ville in Normandy, with a tower on one side, spanking new under a thin beard of raw ivy, and a marble swimming pool and more than forty acres of lawn and garden It was Gatsby’s mansion Or rather, as I didn’t know Mr Gatsby it was a mansion inhabited by a gentle- man of that name My own house was an eye-sore, but it was a small eye-sore, and it had been overlooked, so I had a The Great Gatsby view of the water, a partial view of my neighbor’s lawn, and the consoling proximity of millionaires—all for eighty dol- lars a month Across the courtesy bay the white palaces of fashionable East Egg glittered along the water, and the history of the summer really begins on the evening I drove over there to have dinner with the Tom Buchanans Daisy was my second cousin once re just after the war I spent two days with them in Chicago Her husband, among various physical accomplishments, had been one of the most powerful ends that ever played football at New Haven—a national figure in a way, one of those men who reach such an acute limited excellence at twenty-one that everything afterward savors of anti-cli- max His family were enormously wealthy—even in college his freedom with money was a matter for reproach—but now he’d left Chicago and come east in a fashion that rather took your breath away: for instance he’d brought down a string of polo ponies from Lake Forest It was hard to real- ize that a man in my own generation was wealthy enough to that Why they came east I don’t know They had spent a year in France, for no particular reason, and then drifted here and there unrestfully wherever people played polo and were rich together This was a permanent move, said Daisy over the telephone, but I didn’t believe it—I had no sight into Daisy’s heart but I felt that Tom would drift on forever seek- ing a little wistfully for the dramatic turbulence of some irrecoverable football game Free eBooks at Planet eBook.com And so it happened that on a warm windy evening I drove over to East Egg to see two old friends whom I scarce- ly knew at all Their house was even more elaborate than I exp Notes The interrelation of different logistic elements and their costs should be based on total cost rather than individual costs Colonial man- sion overlooking the bay The lawn started at the beach and ran toward the front door for a quarter of a mile, jumping over sun-dials and brick walks and burning gardens—final- ly when it reached the house drifting up the side in bright vines as though from the momentum of its run The front was broken by a line of French windows, glowing now with reflected gold, and wide open to the warm windy afternoon, and Tom Buchanan in riding clothes was standing with his legs apart on the front porch He had changed since his New Haven years Now he was a sturdy, straw haired man of thirty with a rather hard mouth and a supercilious manner Two shining, arrogant eyes had established dominance over his face and gave him the appearance of always leaning aggressively forward Not even the effeminate swank of his riding clothes could hide the enormous power of that body—he seemed to fill those glistening boots until he strained the top lacing and you could see a great pack of muscle shifting when his shoulder moved under his thin coat It was a body capable of enor- mous leverage—a cruel body His speaking voice, a gruff husky tenor, added to the im- pression of fractiousness he conveyed There was a touch of paternal contempt in it, even toward people he liked—and there were men at New Haven who had hated these matters is final,’ 10 The Great Gatsby he seemed to say, ‘just because I’m stronger and more of a man than you are.’ We were in the same Senior Society, and while we were never intimate I always had the impression that he approved of me and wanted me to like him with some harsh, defiant wistfulness of his own We talked for a few minutes on the sunny porch ‘I’ve got a nice place here,’ he said, his eyes flashing about restlessly Turning me around by one arm he moved a broad flat hand along the front vista, including in its sweep a sunken Italian garden, a half acre of deep pungent roses and a snub- nosed motor boat that bumped the tide off shore ‘It belonged to Demaine the oil man.’ He turned me around again, politely and abruptly ‘We’ll go inside.’ We walked through a high hallway into a bright rosy- colored space, fragilely bound into the house by French windows at either end The windows were ajar and gleaming white against the fresh grass outside that seemed to grow a little way into the house A breeze blew through the room, blew curtains in at one end and out the other like pale flags, twisting them up toward the frosted wedding cake of the ceiling—and then rippled over the wine-colored rug, mak- ing a shadow on it as wind does on the sea The only completely stationary object in the room was an enormou buoyed up as though upon an anchored balloon They were both in white and their dresses were rippling and fluttering as if they had just been blown back in after a short flight around the house I must have stood for a few moments listening to Self Assessment Fill in the blanks: logistics means the movement of materials received from suppliers objective is to ascertain that products arrive in good condition, in the right place and at the right time The objective of an control system is to ensure the constant availability of products Customer is the key interface between Marketing & Logistics plays a significant role in developing and maintaining customer loyalty & continuous satisfaction must ensure that no/absolute damage happens while the Product is in the custody of Logistics Costs incurred during transportation should be considered as a throughput cost, since they will continue regardless of inventory levels Transportation by Road is perhaps the only mode which can be used The main goals of in any Organization would be to take care of proper storage & transport 10 Transportation’s objective is to ascertain that arrive in good condition, in the right place and at the right time 7.4 Concept of Marketing Logistics System Managing the components of Logistics, like – product (procuring, assembling or self-production), form (shape, size, label, design), time (the period of booking and execution of the order), quality (quantity, material, colour, in view of the competitive products in the market, or as per demand of the customer), price (low, high, competitive), services (labelling, packaging, transportation, supply) – are the vital factors in the overall marketing process Simply, Logistics is a subsystem of Supply Chain Management, which is a key part of Marketing process 7.4.1 Relationship of Logistics to Marketing and Production While the production element in the marketing-mix leads to creation of ‘form’ utility by taking decisions as product line variety, design, colour brand, etc The distribution element comprising distribution channel fixation and physical movement, creates ‘time’ and ‘place’ utility by ensuring that the produced goods reach the place and time selected by the buyer Logistics is the designing and managing of a system in order to control the flow of material throughout a firm This is a very important part of an international company because of geographical barriers Logistics of an international company includes movement of raw materials, coordinating flows in and out of different countries, selection of transportation, cost of the transportation, packaging of the product for shipment, storage of the product, and managing the entire process 156 LOVELY PROFESSIONAL UNIVERSITY Chapter I n my younger and more vulnerable years my father gave me some advice that I’ve been turning over in my mind ever since ‘Whenever you feel like criticizing any one,’ he told me, ‘just remember that all the people in this world haven’t had the advantages that you’ve had.’ He didn’t say any more but we’ve always been unusually communicative in a reserved way, and I understood that he meant a great deal more than that In consequence I’m in- clined to reserve all judgments, a habit that has opened up many curious natures to me and also made me the victim of not a few veteran bores The abnormal mind is quick to detect and attach itself to this quality when it appears in a normal person, and so it came about that in college I was unjustly accused of being a politician, because I was privy to the secret griefs of wild, unknown men Most of the con- fidences were unsought—frequently I have feigned sleep, preoccupation, or a hostile levity when I realized by some unmistakable sign that an intimate revelation was quiver- ing on the horizon—for the intimate revelations of young men or at least the terms in which they express them are usually plagiaristic and marred by obvious suppressions Reserving judgments is a matter of infinite hope I am still a little afraid of missing something if I forget that, as my fa- The Great G snobbishly repeat a sense of the fundamental decencies is parcelled out unequally at birth And, after boasting this way of my tolerance, I come to the admission that it has a limit Conduct may be founded on the hard rock or the wet marshes but after a certain point I don’t care what it’s founded on When I came back from the East last autumn I felt that I wanted the world to be in uniform and at a sort of moral attention forever; I want- ed no more riotous excursions with privileged glimpses into the human heart Only Gatsby, the man who gives his name to this book, was exempt from my reaction—Gatsby who represented everything for which I have an unaffect- ed scorn If personality is an unbroken series of successful gestures, then there was something gorgeous about him, some heightened sensitivity to the promises of life, as if he were related to one of those intricate machines that register earthquakes ten thousand miles away This responsiveness had nothing to with that flabby impressionability which is dignified under the name of the ‘creative temperament’— it was an extraordinary gift for hope, a romantic readiness such as I have never found in any other person and which it is not likely I shall ever find again No—Gatsby turned out all right at the end; it is what preyed on Gatsby, what foul dust floated in the wake of his drea in the abortive sorrows and short- winded elations of men My family have been prominent, well-to-do people in this middle-western city for three generations The Car- Free eBooks at Planet eBook.com raways are something of a clan and we have a tradition that we’re descended from the Dukes of Buccleuch, but the ac- tual founder of my line was my grandfather’s brother who came here in fifty-one, sent a substitute to the Civil War and started the wholesale hardware business that my father car- ries on today I never saw this great-uncle but I’m supposed to look like him—with special reference to the rather hard-boiled painting that hangs in Father’s office I graduated from New Haven in 1915, just a quarter of a century after my father, and a little later I participated in that delayed Teutonic mi- gration known as the Great War I enjoyed the counter-raid so thoroughly that I came back restless Instead of being the warm center of the world the middle-west now seemed like the ragged edge of the universe—so I decided to go east and learn the bond business Everybody I knew was in the bond business so I supposed it could support one more single man All my aunts and uncles talked it over as if they were choosing a prep-school for me and finally said, ‘Why—ye- es’ with very grave, hesitant faces Father agreed to finance me for a y Unit 7: Logistics and Characteristics of Modes of Transportation perma- nently, I thought, in the spring of twenty-two The practical thing was to find rooms in the city but it was a warm season and I had just left a country of wide lawns and friendly trees, so when a young man at the office sug- gested that we take a house together in a commuting town it sounded like a great idea He found the house, a weather beaten cardboard bungalow at eighty a month, but at the last minute the firm ordered him to Washington and I went The Great Gatsby out to the country alone I had a dog, at least I had him for a few days until he ran away, and an old Dodge and a Finnish woman who made my bed and cooked breakfast and mut- tered Finnish wisdom to herself over the electric stove It was lonely for a day or so until one morning some man, more recently arrived than I, stopped me on the road ‘How you get to West Egg village?’ he asked helpless- ly I told him And as I walked on I was lonely no longer I was a guide, a pathfinder, an original settler He had casu- ally conferred on me the freedom of the neighborhood And so with the sunshine and the great bursts of leaves growing on the trees—just as things grow in fast movies—I had that familiar conviction that life was beginning over again with the summer There was so much to read for one thing and so much fine health to be pulled down out of the y volumes on banking and credit and investment securities and they stood on my shelf in red and gold like new money from the mint, promising to unfold the shining secrets that only Midas and Morgan and Mae- cenas knew And I had the high intention of reading many other books besides I was rather literary in college—one year I wrote a series of very solemn and obvious editorials for the ‘Yale News’—and now I was going to bring back all such things into my life and become again that most limited of all specialists, the ‘well-rounded man.’ This isn’t just an epigram—life is much more successfully looked at from a single window, after all Free eBooks at Planet eBook.com It was a matter of chance that I should have rented a house in one of the strangest communities in North Ameri- ca It was on that slender riotous island which extends itself due east of New York and where there are, among other natural curiosities, two unusual formations of land Twenty miles from the city a pair of enormous eggs, identical in contour and separated only by a courtesy bay, jut out into the most domesticated body of salt water in the Western Hemisphere, the great wet barnyard of Long Island Sound They are not perfect ovals—like the egg in the Columbus story they are both crushed flat at the contact end—but their physical resemblance must be a that fly overhead To the wingless a more arresting phenomenon is their dissimilarity in every particular except shape and size I lived at West Egg, the—well, the less fashionable of the two, though this is a most superficial tag to express the bi- zarre and not a little sinister contrast between them My house was at the very tip of the egg, only fifty yards from the Sound, and squeezed between two huge places that rented for twelve or fifteen thousand a season The one on my right was a colossal affair by any standard—it was a factual imi- tation of some Hôtel de Ville in Normandy, with a tower on one side, spanking new under a thin beard of raw ivy, and a marble swimming pool and more than forty acres of lawn and garden It was Gatsby’s mansion Or rather, as I didn’t know Mr Gatsby it was a mansion inhabited by a gentle- man of that name My own house was an eye-sore, but it was a small eye-sore, and it had been overlooked, so I had a The Great Gatsby view of the water, a partial view of my neighbor’s lawn, and the consoling proximity of millionaires—all for eighty dol- lars a month Across the courtesy bay the white palaces of fashionable East Egg glittered along the water, and the history of the summer really begins on the evening I drove over there to have dinner with the Tom Buchanans Daisy was my second cousin once re just after the war I spent two days with them in Chicago Her husband, among various physical accomplishments, had been one of the most powerful ends that ever played football at New Haven—a national figure in a way, one of those men who reach such an acute limited excellence at twenty-one that everything afterward savors of anti-cli- max His family were enormously wealthy—even in college his freedom with money was a matter for reproach—but now he’d left Chicago and come east in a fashion that rather took your breath away: for instance he’d brought down a string of polo ponies from Lake Forest It was hard to real- ize that a man in my own generation was wealthy enough to that Why they came east I don’t know They had spent a year in France, for no particular reason, and then drifted here and there unrestfully wherever people played polo and were rich together This was a permanent move, said Daisy over the telephone, but I didn’t believe it—I had no sight into Daisy’s heart but I felt that Tom would drift on forever seek- ing a little wistfully for the dramatic turbulence of some irrecoverable football game Free eBooks at Planet eBook.com And so it happened that on a warm windy evening I drove over to East Egg to see two old friends whom I scarce- ly knew at all Their house was even more elaborate than I exp Figure 7.1: Relationship of Logistics to Marketing and Production Notes Colonial man- sion overlooking the bay The lawn started at the beach and ran toward the front door for a quarter of a mile, jumping over sun-dials and brick walks and burning gardens—final- ly when it reached the house drifting up the side in bright vines as though from the momentum of its run The front was broken by a line of French windows, glowing now with reflected gold, and wide open to the warm windy afternoon, and Tom Buchanan in riding clothes was standing with his legs apart on the front porch He had changed since his New Haven years Now he was a sturdy, straw haired man of thirty with a rather hard mouth and a supercilious manner Two shining, arrogant eyes had established dominance over his face and gave him the appearance of always leaning aggressively forward Not even the effeminate swank of his riding clothes could hide the enormous power of that body—he seemed to fill those glistening boots until he strained the top lacing and you could see a great pack of muscle shifting when his shoulder moved under his thin coat It was a body capable of enor- mous leverage—a cruel body His speaking voice, a gruff husky tenor, added to the im- pression of fractiousness he conveyed There was a touch of paternal contempt in it, even toward people he liked—and there were men at New Haven who had hated these matters is final,’ 10 The Great Gatsby he seemed to say, ‘just because I’m stronger and more of a man than you are.’ We were in the same Senior Society, and while we were never intimate I always had the impression that he approved of me and wanted me to like him with some harsh, defiant wistfulness of his own We talked for a few minutes on the sunny porch ‘I’ve got a nice place here,’ he said, his eyes flashing about restlessly Turning me around by one arm he moved a broad flat hand along the front vista, including in its sweep a sunken Italian garden, a half acre of deep pungent roses and a snub- nosed motor boat that bumped the tide off shore ‘It belonged to Demaine the oil man.’ He turned me around again, politely and abruptly ‘We’ll go inside.’ We walked through a high hallway into a bright rosy- colored space, fragilely bound into the house by French windows at either end The windows were ajar and gleaming white against the fresh grass outside that seemed to grow a little way into the house A breeze blew through the room, blew curtains in at one end and out the other like pale flags, twisting them up toward the frosted wedding cake of the ceiling—and then rippled over the wine-colored rug, mak- ing a shadow on it as wind does on the sea The only completely stationary object in the room was an enormou buoyed up as though upon an anchored balloon They were both in white and their dresses were rippling and fluttering as if they had just been blown back in after a short flight around the house I must have stood for a few moments listening to Note Logistics is a link between the manufacturing and selling process that leads to the creation of place and time utility 7.4.2 Marketing Logistics In 1991, the Council of Logistics Management (CLM), a prestigious professional organization, defined logistics as “the process of planning, implementing and controlling the efficient, effective flow from the point of origin to the point of consumption for the purpose of conforming to customer requirements” Logistics is the art of managing the flow of raw materials and finished goods from the source to the user To obtain goods from where they arise to the right place in the right form, at the right time, at the right cost “Logistics or physical distribution or distribution logistics is a part of Marketing Process” In order to position logistics in its proper role in today’s business environment, logistics leaders will have to a better job of communicating, or marketing, logistics The time for lamenting the lack of interest in logistics from senior management is over, and the time to become proactive is here The logistics story will be understood when all logistics leaders begin to take the marketing initiative and the successes of the discipline are recognized Logistics executives are eager to be considered important players in the corporate game They want to be involved in important decisions, to something meaningful for the company, and to be recognized by their peers as members of a winning team However, it seems that sales, marketing, and manufacturing enjoy the focus of management attention Why? Let us suggest that logistics executives have done a poor job of marketing logistics within the organization This concept of “marketing” logistics borrows from the traditional concept of marketing In other words, identify your customers, identify their needs, and combine the firm’s resources to meet those needs However, the concept of logistics marketing goes a little further The purpose of this paper is to introduce the concept of the P’s and to provide the logistics executive with a framework for its implementation The following discussion will focus on product, price, place, promotion, and people as elements of the logistics marketing mix LOVELY PROFESSIONAL UNIVERSITY 157 Chapter I n my younger and more vulnerable years my father gave me some advice that I’ve been turning over in my mind ever since ‘Whenever you feel like criticizing any one,’ he told me, ‘just remember that all the people in this world haven’t had the advantages that you’ve had.’ He didn’t say any more but we’ve always been unusually communicative in a reserved way, and I understood that he meant a great deal more than that In consequence I’m in- clined to reserve all judgments, a habit that has opened up many curious natures to me and also made me the victim of not a few veteran bores The abnormal mind is quick to detect and attach itself to this quality when it appears in a normal person, and so it came about that in college I was unjustly accused of being a politician, because I was privy to the secret griefs of wild, unknown men Most of the con- fidences were unsought—frequently I have feigned sleep, preoccupation, or a hostile levity when I realized by some unmistakable sign that an intimate revelation was quiver- ing on the horizon—for the intimate revelations of young men or at least the terms in which they express them are usually plagiaristic and marred by obvious suppressions Reserving judgments is a matter of infinite hope I am still a little afraid of missing something if I forget that, as my fa- The Great G snobbishly repeat a sense of the fundamental decencies is parcelled out unequally at birth And, after boasting this way of my tolerance, I come to the admission that it has a limit Conduct may be founded on the hard rock or the wet marshes but after a certain point I don’t care what it’s founded on When I came back from the East last autumn I felt that I wanted the world to be in uniform and at a sort of moral attention forever; I want- ed no more riotous excursions with privileged glimpses into the human heart Only Gatsby, the man who gives his name to this book, was exempt from my reaction—Gatsby who represented everything for which I have an unaffect- ed scorn If personality is an unbroken series of successful gestures, then there was something gorgeous about him, some heightened sensitivity to the promises of life, as if he were related to one of those intricate machines that register earthquakes ten thousand miles away This responsiveness had nothing to with that flabby impressionability which is dignified under the name of the ‘creative temperament’— it was an extraordinary gift for hope, a romantic readiness such as I have never found in any other person and which it is not likely I shall ever find again No—Gatsby turned out all right at the end; it is what preyed on Gatsby, what foul dust floated in the wake of his drea in the abortive sorrows and short- winded elations of men My family have been prominent, well-to-do people in this middle-western city for three generations The Car- Free eBooks at Planet eBook.com raways are something of a clan and we have a tradition that we’re descended from the Dukes of Buccleuch, but the ac- tual founder of my line was my grandfather’s brother who came here in fifty-one, sent a substitute to the Civil War and started the wholesale hardware business that my father car- ries on today I never saw this great-uncle but I’m supposed to look like him—with special reference to the rather hard-boiled painting that hangs in Father’s office I graduated from New Haven in 1915, just a quarter of a century after my father, and a little later I participated in that delayed Teutonic mi- gration known as the Great War I enjoyed the counter-raid so thoroughly that I came back restless Instead of being the warm center of the world the middle-west now seemed like the ragged edge of the universe—so I decided to go east and learn the bond business Everybody I knew was in the bond business so I supposed it could support one more single man All my aunts and uncles talked it over as if they were choosing a prep-school for me and finally said, ‘Why—ye- es’ with very grave, hesitant faces Father agreed to finance me for a y International Trade Procedures and Documentation perma- nently, I thought, in the spring of twenty-two The practical thing was to find rooms in the city but it was a warm season and I had just left a country of wide lawns and friendly trees, so when a young man at the office sug- gested that we take a house together in a commuting town it sounded like a great idea He found the house, a weather beaten cardboard bungalow at eighty a month, but at the last minute the firm ordered him to Washington and I went The Great Gatsby out to the country alone I had a dog, at least I had him for a few days until he ran away, and an old Dodge and a Finnish woman who made my bed and cooked breakfast and mut- tered Finnish wisdom to herself over the electric stove It was lonely for a day or so until one morning some man, more recently arrived than I, stopped me on the road ‘How you get to West Egg village?’ he asked helpless- ly I told him And as I walked on I was lonely no longer I was a guide, a pathfinder, an original settler He had casu- ally conferred on me the freedom of the neighborhood And so with the sunshine and the great bursts of leaves growing on the trees—just as things grow in fast movies—I had that familiar conviction that life was beginning over again with the summer There was so much to read for one thing and so much fine health to be pulled down out of the y volumes on banking and credit and investment securities and they stood on my shelf in red and gold like new money from the mint, promising to unfold the shining secrets that only Midas and Morgan and Mae- cenas knew And I had the high intention of reading many other books besides I was rather literary in college—one year I wrote a series of very solemn and obvious editorials for the ‘Yale News’—and now I was going to bring back all such things into my life and become again that most limited of all specialists, the ‘well-rounded man.’ This isn’t just an epigram—life is much more successfully looked at from a single window, after all Free eBooks at Planet eBook.com It was a matter of chance that I should have rented a house in one of the strangest communities in North Ameri- ca It was on that slender riotous island which extends itself due east of New York and where there are, among other natural curiosities, two unusual formations of land Twenty miles from the city a pair of enormous eggs, identical in contour and separated only by a courtesy bay, jut out into the most domesticated body of salt water in the Western Hemisphere, the great wet barnyard of Long Island Sound They are not perfect ovals—like the egg in the Columbus story they are both crushed flat at the contact end—but their physical resemblance must be a that fly overhead To the wingless a more arresting phenomenon is their dissimilarity in every particular except shape and size I lived at West Egg, the—well, the less fashionable of the two, though this is a most superficial tag to express the bi- zarre and not a little sinister contrast between them My house was at the very tip of the egg, only fifty yards from the Sound, and squeezed between two huge places that rented for twelve or fifteen thousand a season The one on my right was a colossal affair by any standard—it was a factual imi- tation of some Hôtel de Ville in Normandy, with a tower on one side, spanking new under a thin beard of raw ivy, and a marble swimming pool and more than forty acres of lawn and garden It was Gatsby’s mansion Or rather, as I didn’t know Mr Gatsby it was a mansion inhabited by a gentle- man of that name My own house was an eye-sore, but it was a small eye-sore, and it had been overlooked, so I had a The Great Gatsby view of the water, a partial view of my neighbor’s lawn, and the consoling proximity of millionaires—all for eighty dol- lars a month Across the courtesy bay the white palaces of fashionable East Egg glittered along the water, and the history of the summer really begins on the evening I drove over there to have dinner with the Tom Buchanans Daisy was my second cousin once re just after the war I spent two days with them in Chicago Her husband, among various physical accomplishments, had been one of the most powerful ends that ever played football at New Haven—a national figure in a way, one of those men who reach such an acute limited excellence at twenty-one that everything afterward savors of anti-cli- max His family were enormously wealthy—even in college his freedom with money was a matter for reproach—but now he’d left Chicago and come east in a fashion that rather took your breath away: for instance he’d brought down a string of polo ponies from Lake Forest It was hard to real- ize that a man in my own generation was wealthy enough to that Why they came east I don’t know They had spent a year in France, for no particular reason, and then drifted here and there unrestfully wherever people played polo and were rich together This was a permanent move, said Daisy over the telephone, but I didn’t believe it—I had no sight into Daisy’s heart but I felt that Tom would drift on forever seek- ing a little wistfully for the dramatic turbulence of some irrecoverable football game Free eBooks at Planet eBook.com And so it happened that on a warm windy evening I drove over to East Egg to see two old friends whom I scarce- ly knew at all Their house was even more elaborate than I exp Notes Product Colonial man- sion overlooking the bay The lawn started at the beach and ran toward the front door for a quarter of a mile, jumping over sun-dials and brick walks and burning gardens—final- ly when it reached the house drifting up the side in bright vines as though from the momentum of its run The front was broken by a line of French windows, glowing now with reflected gold, and wide open to the warm windy afternoon, and Tom Buchanan in riding clothes was standing with his legs apart on the front porch He had changed since his New Haven years Now he was a sturdy, straw haired man of thirty with a rather hard mouth and a supercilious manner Two shining, arrogant eyes had established dominance over his face and gave him the appearance of always leaning aggressively forward Not even the effeminate swank of his riding clothes could hide the enormous power of that body—he seemed to fill those glistening boots until he strained the top lacing and you could see a great pack of muscle shifting when his shoulder moved under his thin coat It was a body capable of enor- mous leverage—a cruel body His speaking voice, a gruff husky tenor, added to the im- pression of fractiousness he conveyed There was a touch of paternal contempt in it, even toward people he liked—and there were men at New Haven who had hated these matters is final,’ 10 The Great Gatsby he seemed to say, ‘just because I’m stronger and more of a man than you are.’ We were in the same Senior Society, and while we were never intimate I always had the impression that he approved of me and wanted me to like him with some harsh, defiant wistfulness of his own We talked for a few minutes on the sunny porch ‘I’ve got a nice place here,’ he said, his eyes flashing about restlessly Turning me around by one arm he moved a broad flat hand along the front vista, including in its sweep a sunken Italian garden, a half acre of deep pungent roses and a snub- nosed motor boat that bumped the tide off shore ‘It belonged to Demaine the oil man.’ He turned me around again, politely and abruptly ‘We’ll go inside.’ We walked through a high hallway into a bright rosy- colored space, fragilely bound into the house by French windows at either end The windows were ajar and gleaming white against the fresh grass outside that seemed to grow a little way into the house A breeze blew through the room, blew curtains in at one end and out the other like pale flags, twisting them up toward the frosted wedding cake of the ceiling—and then rippled over the wine-colored rug, mak- ing a shadow on it as wind does on the sea The only completely stationary object in the room was an enormou buoyed up as though upon an anchored balloon They were both in white and their dresses were rippling and fluttering as if they had just been blown back in after a short flight around the house I must have stood for a few moments listening to One function of logistics marketing is finding out who your customer is and how to get the product or service to the customer Each customer can have individualized needs so the logistical services provided may vary from customer to customer Regardless of these differences, the customers expects 100 percent conformance and assured reliability at all times with every transaction The goals of this aspect of marketing logistics include filling the order, on-time delivery, precise invoicing and zero damage Price An organization bases pricing decisions on both internal and external factors Marketing logistics must recognize price drivers The profile of the customer, the product and the type of order are factors that drive the price These changes are not typically controlled by marketing logistics However, marketing logistics must react to these factors and understand how the factors affect customers’ decisions Discounts for quantities and the related logistical cost structure can impact the price the customer will ultimately pay for the product or service Additional factors driving price include the shipping costs based on the size, weight and distance the organization will ship the item Further, the size of the manufacturing run, labor costs and the types, quantities and quality of the materials used in the manufacturing process can affect price Promotion Promotion is another important aspect of an organization’s marketing logistics process When bringing a product to market, the organization must coordinate the logistics of the various marketing materials For example, the art department might design the artwork for the product’s box and an outside supplier might manufacture the boxes with the artwork Marketing logistics can help to ensure that all of these entities work together and produce the marketing materials needed to sell the product Place The function of place in marketing logistics allows the organization to simplify the transactions between a logistics provider and the customer The organization must execute logistics in such a way that the customer is not aware of the complexities involved in the logistics process For the customer, the output is always more important than the process The organization should, therefore, never expose the backroom processes involved with logistics delivery to the customer Also the location of the factory, warehouse and customer can greatly impact the marketing logistics process by increasing or reducing costs Example: Locating a factory in Mexico might reduce the labor costs associated with a product However, at the same time locating the factory in Mexico might increase the shipping costs and negate any cost savings 158 LOVELY PROFESSIONAL UNIVERSITY