1. Marketing Channels and Supply Chain Management
MODUL 12
CUSTOMER RELATIONSHIP MANAGEMENT
Marketing Channels and Supply Chain Management

2. Apa yang dimaksud dengan Saluran Pemasaran?
Chapter 12 Marketing Channels and Supply Chain Management
Apa yang dimaksud dengan Saluran Pemasaran?
Marketing
Channels
Satu set ORGANISASI saling bergantung yang memudahkan pemindahan kepemilikan sebagaimana produk bergerak dari produsen ke pengguna bisnis atau konsumen.
Notes:
A marketing channel can be viewed as a large pipeline through which products, their ownership, communication, financing and payment, and accompanying risk flow to the consumer.
An important aspect of marketing channels is the joint effort of all channel members to create a continuous and seamless supply chain.
Marketing channels facilitate the physical flow of goods through the supply chain, representing “place” or distribution in the marketing mix.

3. Apa yang dimaksud dengan Saluran Pemasaran?
Chapter 12 Marketing Channels and Supply Chain Management
Apa yang dimaksud dengan Saluran Pemasaran?
Supply Chain
Rantai terhubung dari semua badan usaha, baik internal maupun eksternal perusahaan, yang melakukan atau mendukung fungsi LOGISTICS.
Notes:
Many different types of organizations participate in marketing channels. Channel members negotiate with one another, buy and sell products, and facilitate the change of ownership between buyer and seller in the course of moving the product. The supply chain connects the business entities.
Discussion/Team Activity:
Name products purchased recently. Describe the supply chain required from the beginning of the product to the student’s purchase of the product.

4. Apa fungsi dalam Pemasaran Saluran?
Chapter 12 Marketing Channels and Supply Chain Management
Apa fungsi dalam Pemasaran Saluran?
  Spesialisasi dan pembagian kerja
Mengatasi perbedaan
Memberikan efisiensi kontak
Notes:
As products move through the supply chain, channel members facilitate the distribution process by providing:
Specialization and division of labor: Breaking a complex task into smaller, simpler ones creates greater efficiency and lower production costs.
Overcoming discrepancies of quantity, assortment, time, and space.
Providing contact efficiency by cutting the number of transactions required to get products to consumers and making an assortment of goods available in one location.

5. Spesialisasi dan Pembagian Tugas
Chapter 12 Marketing Channels and Supply Chain Management
Spesialisasi dan Pembagian Tugas
Menciptakan efisiensi yang lebih besar
Menyediakan biaya yang lebih rendah
Mencapai skala ekonomi
Produsen Aids yang kekurangan sumber daya untuk pasar secara langsung
Membangun hubungan yang baik dengan pelanggan
Notes:
Specialized expertise of channel members enhances the overall performance of the channel.

6. Menyediakan Hubungi Efisiensi
Chapter 12 Marketing Channels and Supply Chain Management
Menyediakan Hubungi Efisiensi
Notes:
Exhibit 12.1 demonstrates the purchase of a television set by four consumers. Without a retail intermediary like Circuit City, the individual television manufacturers would have to make four contacts to reach the four buyers. With Circuit City as an intermediary, each producer only has to make one contact, and the consumer buys from one retailer instead of five producers.

7. Siapa perantara saluran dan nilai apa yang mereka berikan?

8. Sebuah perantara saluran yang menjual terutama untuk PENGGUNA FINAL.
Chapter 12 Marketing Channels and Supply Chain Management
Perantara Saluran
Pengecer
Sebuah perantara saluran yang
menjual terutama untuk PENGGUNA FINAL.
Pedagang
Grosir
Sebuah Lembaga Yang MEMBELI barang Dari PRODUSEN, mengambil Barang, menyimpannya di gudang Dan Menjualnya kemudian mengirimkannya.
Agents and
Brokers
Grosir perantara yang memfasilitasi penjualan produk dengan REPRESENTING anggota saluran.
Notes:
Intermediaries in a channel negotiate with one another, facilitate the change of ownership between buyers and sellers, and physically move products from the manufacturer to the final end user.

9. Channel Intermediaries
Chapter 12 Marketing Channels and Supply Chain Management
Channel Intermediaries
Retailers
Merchant
Wholesalers
Agents
and
Brokers
Notes:
The most prominent difference separating intermediaries is whether or not they take title to the product. Taking title means they own the merchandise and control the terms of the sale.
Agents and brokers do not take title to goods.

10. FAKTOR- FAKTOR MENYARANKAN JENIS GROSIR YANG DISARANKAN
Chapter 12 Marketing Channels and Supply Chain Management
FAKTOR- FAKTOR MENYARANKAN JENIS GROSIR YANG DISARANKAN
karakteristik produk
pertimbangan pembeli
Karakteristik pasar
Notes:
Product characteristics, buyer considerations, and market conditions determine the type of intermediary the manufacturer should use.

11. FUNGSI SALURAN YANG DILAKUKAN PERANTARA
Chapter 12 Marketing Channels and Supply Chain Management
FUNGSI SALURAN YANG DILAKUKAN PERANTARA
PROMOSI
NEGOSIASI
PENGAMBILAN RISIKO
PENELITIAN
FINANCING
DISTRIBUSI SECARA FISIK
MENYIMPAN
SORTIR
FUNGSI FASILITAS
FUNGSI
TRANSAKSIONAL
FUNGSI LOGISTIK
Notes:
The three basic functions—transactional, logistical, and facilitating--performed by intermediaries are shown in Exhibit 12.2.

12. Channel Intermediaries and Functions
Retailers
Wholesalers
Agents and Brokers
CHANNEL FUNCTIONS
Transactional
Logistical
Facilitating
Perform

13. Channels for Consumer Products
Chapter 12 Marketing Channels and Supply Chain Management
Producer
Consumers
Retailers
Wholesalers
Agents or Brokers
Wholesaler
Channel
Retailer
Direct
Agent/Broker
Notes:
Exhibit 12.3 illustrates the four ways manufacturers can route products to consumers.
Direct channel is used to sell products directly to consumers. No intermediaries are used. Examples are telemarketing, catalog shopping, on-line shopping, and television shopping networks.
At the other end of the spectrum, an agent/broker channel may be used in markets with small manufacturers/retailers that lack the resources to find each other. The agents or brokers bring the manufacturers and wholesalers together for negotiations, but they do not take title to merchandise.
Most consumer products are sold through distribution channels similar to the retailer channel and the wholesaler channel.
Discussion/Team Activity:
Identify various products and discuss the channel for distribution utilized by each.

14. Channels for Business Products
Chapter 12 Marketing Channels and Supply Chain Management
Producer
Industrial User
Direct
Channel
Govt. Buyer
Industrial Distributor
Agents or
Brokers
Agent/Broker
Industrial Channel
Notes:
Exhibit 12.4 illustrates the five channel structures common in business and industrial markets.
Direct channels are typical in business and industrial markets. Manufacturers buy large quantities of raw materials, major equipment, and supplies directly from other manufacturers, particularly if detailed technical specifications are required. The channel from producer to government is also a direct channel.
Companies selling standardized items of moderate/low value often rely on industrial distributors. Industrial distributors are wholesalers and channel members that buy and take title to products.

15. Channel Structures CONSUMER CHANNELS BUSINESS CHANNELS
Direct
Retail
Wholesaler
Agent/broker
BUSINESS CHANNELS
Industrial
Agent/broker industrial
ALTERNATIVE CHANNELS
Multiple
Nontraditional
Strategic alliances

16. Channel Strategy Decisions
Chapter 12 Marketing Channels and Supply Chain Management
Channel Strategy Decisions
Factors
Affecting
Channel
CHOICE
Producer Factors
Product Factors
Market Factors
Exclusive Distribution
Selective Distribution
Intensive Distribution
Level of Distribution INTENSITY
Notes:
Before choosing a marketing channel, supply chain managers must analyze several factors, which often interact. These factors can be grouped as market factors, product factors, and producer factors. An explanation follows.

17. Consumer or Industrial
Chapter 12 Marketing Channels and Supply Chain Management
Market Factors
Market Factors That Affect
Channel Choices
Customer profiles
Consumer or Industrial
Customer
Size of market
Geographic location
Notes:
Market factors include the target customer considerations, such as these questions: Who are the potential customers? What/where/when/how do they buy?
Also important to channel selection is the distinction between consumer or industrial customers. Consumers buy in small quantities and don’t require much service, whereas industrial customers purchase in larger quantities and require more customer service.
If the target market is concentrated in specific areas, direct selling is appropriate. If widely dispersed, intermediaries would be less expensive.
In general, a large market requires more intermediaries.

18. Product Standardization
Chapter 12 Marketing Channels and Supply Chain Management
Product Factors
Product Factors That Affect
Channel Choices
Product Complexity
Product Standardization
Product Life Cycle
Product Delicacy
Product Price
Notes:
Products that are more complex, customized, and expensive benefit from shorter and more direct marketing channels and through a direct sales force. Standardized products can be sold through longer distribution channels with greater numbers of intermediaries.
The choice of channel may change over the life of the product. As products become more common, producers turn from a direct channel to more alternative channels.
Perishable items and fragile products require fairly short marketing channels and a minimum amount of handling.

19. Consumer or Industrial
Chapter 12 Marketing Channels and Supply Chain Management
Market Factors
Market Factors That Affect
Channel Choices
Customer profiles
Consumer or Industrial
Customer
Size of market
Geographic location
Notes:
Market factors include the target customer considerations, such as these questions: Who are the potential customers? What/where/when/how do they buy?
Also important to channel selection is the distinction between consumer or industrial customers. Consumers buy in small quantities and don’t require much service, whereas industrial customers purchase in larger quantities and require more customer service.
If the target market is concentrated in specific areas, direct selling is appropriate. If widely dispersed, intermediaries would be less expensive.
In general, a large market requires more intermediaries.

20. Product Standardization
Chapter 12 Marketing Channels and Supply Chain Management
Product Factors
Product Factors That Affect
Channel Choices
Product Complexity
Product Standardization
Product Life Cycle
Product Delicacy
Product Price
Notes:
Products that are more complex, customized, and expensive benefit from shorter and more direct marketing channels and through a direct sales force. Standardized products can be sold through longer distribution channels with greater numbers of intermediaries.
The choice of channel may change over the life of the product. As products become more common, producers turn from a direct channel to more alternative channels.
Perishable items and fragile products require fairly short marketing channels and a minimum amount of handling.

21. Number of Product Lines Desire for Channel Control
Chapter 12 Marketing Channels and Supply Chain Management
Product Factors
Producer Factors That Affect
Channel Choices
Producer Resources
Number of Product Lines
Desire for Channel Control
Notes:
Producers with larger financial, managerial, and marketing resources are able to use more direct channels. These producers can maintain their own sales force, warehouse their own goods, and extend credit to customers.
Producers with several products in a related area choose channels that are more direct, and sales expenses can be spread over more products.
A producer’s desire to control pricing, positioning, brand image, and customer support may avoid channels in which discount retailers are present. Furthermore, manufacturers of upscale products may sell only in expensive stores to maintain an image of exclusivity.

22. Managing Channel Relationships
Apa isu-isu pengaruh yang strategi saluran?

23. Social Dimensions of Channels
Chapter 12 Marketing Channels and Supply Chain Management
Social Dimensions of Channels
Partnering
Conflict
Leadership
Control
Power
Notes:
Social relationships play an important role in building unity among channel members. An aspect of supply chain management is managing the social relationships among channel members to achieve synergy.
The basic social dimensions are shown on this slide and defined on the following slides.

24. Channel Conflict Conflicts may occur if channel members:
Chapter 12 Marketing Channels and Supply Chain Management
Channel Conflict
Conflicts may occur if channel members:
Have CONFLICTING goals
Fail to fulfill EXPECTATIONS of other channel members
Have IDEOLOGICAL differences
Have different PERCEPTIONS of reality
Notes:
Conflicts arise because channel members have conflicting goals, or when channel members fail to fulfill expectations of other channel members.
Further, different perceptions of reality can cause conflict among members. For instance, retailers may have a liberal return policy, whereas wholesalers

25. Logistical Components of the Supply Chain
Chapter 12 Marketing Channels and Supply Chain Management
Logistical Components of the Supply Chain
Supply Chain Team
Sourcing & Procurement
Production Scheduling
Order Processing
Inventory Control
Warehouse & Materials Handling
Transportation
Logistics Information System
Notes:
The supply chain consists of several interrelated and integrated logistical components, as shown on this slide.
Integrating and linking all of the components is the logistics information system.
The supply chain team orchestrates the movement of goods from the source to the consumer. The team cuts across organization boundaries and communicates/coordinates/cooperates extensively.
The best supply chain teams move beyond the organization to include external participants, such as suppliers, transportation carriers, and third-party logistics suppliers.

26. Sourcing and Procurement
Chapter 12 Marketing Channels and Supply Chain Management
Sourcing and Procurement
The Role of Purchasing:
Plan purchasing strategies
Develop specifications
Select suppliers
Negotiate price and service levels
Reduce costs
Notes:
One of the most important links in the supply chain is that between the manufacturer and the supplier. Purchasing professionals are on the front lines planning purchasing strategies, developing specifications, selecting suppliers, and negotiating price and service levels.
The goal of most activities is to reduce the costs of raw materials and supplies. Instead of tough negotiations to get the best possible price, purchasing helps establish and cooperative relationships with vendors.