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= trade channel = distribution channel

Marketing Channel. = trade channel = distribution channel = sets of interdependent organizations involved in the process of making a product or service available for use or consumption. Marketing Channel. Anggaran untuk Marketing Channel. ( di Amerika )

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= trade channel = distribution channel

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  1. Marketing Channel = trade channel = distribution channel = sets of interdependent organizations involved in the process of making a product or service available for use or consumption

  2. Marketing Channel

  3. Anggaranuntuk Marketing Channel (diAmerika) Channel members punya margin total 30%-50% darihargajual Advertising punya margin 5%-7% darihargajual

  4. Anggaran untuk Distribusi 10%-40% dari harga jual akhir Rp 39.900 – Rp 59.000 Bergantung jenis toko, kelas konsumen, letak, tingkat penjualan, negosiasi Matahari D.S. berbeda tiap lokasi

  5. KategoriPembeli (Nunes & Cespedes)

  6. KategoriPembeli(Grocery & Clothing Retail)studidiPerancis/Jerman/Inggris

  7. Discussion: Mengapa (sebagian) produser mendelegasikanfungsipenjualan kepadaperantara?

  8. Mengapaproduser mendelegasikanpenjualan kepadaperantara? • Dengan perantara pekerjaan lebih efektif dan efisien. Perantara punya pengalaman, spesialisasi, skala operasi, staf pemasaran • Produsen kekurangan modal/ dana untuk menjual langsung • Produsen kemungkinan profit lebih besar dengan melepas barang lewat perantara • Perantara melakukan promosi, negosiasi, order, financing, risk taking, stok, pembayaran

  9. Channel Member Functions • Gather info about customers, competitors, and others in marketing environment • Develop & disseminate persuasive communications to stimulate purchasing • Reach agreement on price & other terms • Place orders with manufacture • Acquire the funds to finance inventories • Assume risks connected w/ carrying out channel work

  10. Channel Member Functions (lanjutan) • Provide successive storage and movement of physical products. • Provide for buyers payment of their bills • Oversee actual transfer of ownership from one organization or person to another

  11. Service Sector Channel Aliansi • Wharton-INSEAD Alliance (Perancis & Singapore) • Indian School of Business • Guanghua School of Management • Singapore Management University

  12. Service Sector Channel Cost of permanent Staf Cost of setup a branch Hari/ Jam kerja

  13. Channel-Design Decisions

  14. Channel-Management Decisions

  15. Discussion: Faktorapa yang dianggap paling pentingdalampembelian air minumkemasan?

  16. Faktor yang dianggap paling pentingdalampembelian air minumkemasan (%) Marketing Oktober 2009

  17. Causes of Channel Conflict

  18. Strategies to Manage Channel Conflict

  19. E-Commerce Marketing Practices

  20. PURE-CLICK COMPANIES • Books • Movies, Music & Games • Digital Downloads • Computer • Electronic • Home & Garden • Grocery • Toys • Clothing • Sports • A to Z

  21. Konflik dengan perantara? • Keuntungan? BRICK-AND-CLICK COMPANIES

  22. LEGO facts Dimulai pada tahun 1932 More than 400 million children and adults will play with LEGO bricks this year (2009) LEGO dijual di lebih dari130 negara If you built a column of about 40,000,000,000 LEGO bricks, it would reach the moon Approx. seven LEGO sets are sold each second The LEGO Club punya 2.7 juta member di seluruh dunia

  23. M-COMMERCE

  24. Potential market Denganteknologi Handphoneatau PDA • Beliminumankalengdenganmeng-klik hp didepanmesinotomatisminuman. Pembayaranlangsungmengurangi account di bank • Pakai hp untukmencarirestoranterdekat • Melihathargasahamlewat hp danlangsungmelakukanpembelian • Pulangkerumahdanmenekantomboldi hp untukmembukakuncirumah

  25. Marketing Discussion Lima idepenggunaan Potential market Denganteknologi Handphoneatau PDA?

  26. Final DiscussionMarketing Process Discussion • Tentukanproduk yang akandijual • Bagaimanaprosespembuatannya • Apamereknyadanalasannya • Siapasajapesaingnya (real) • Apakelebihan/ keunikanproduktersebut? (sebutbeberapa) • Tentukandistribusinya (dept store, internet, televisi, direct selling) • Berapaharga (atau %) yang akandiberikankepada distributor?

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