15 Merancang dan Mengelola Saluran Pemasaran Terintegrasi 1
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15Merancang dan
Mengelola Saluran
Pemasaran Terintegrasi
1
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 15-2
Apakah Saluran Pemasaran Itu?
Saluran Pemasaran (marketing channel) adalah sekelompok organisasi yang saling
bergantung dan terlibat dalam prosen pembuatan produk atau jasa yang disediakan untuk digunakan atau
dikonsumsi.
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 15-3
Saluran Pemasaran danJaringan Nilai
Strategi Dorong (push strategy)
Strategi Tarik (pull strategy)
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 15-4
Figure 15.1 Increasing Efficiency
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 15-5
Buyer Expectations for Channel Integration
Ability to order a product online and pick it up at a convenient retail location
Ability to return an online-ordered product to a nearby store
Right to receive discounts based on total online and offline purchases
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 15-6
Table 15.1 Channel Member Functions
Gather information Develop and disseminate persuasive
communications Reach agreements on price and terms Acquire funds to finance inventories Assume risks Provide for storage Provide for buyers’ payment of their bills Oversee actual transfer of ownership
Figure 15.1 Marketing Flows in the Marketing Channel for Forklift Trucks
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 15-7
Figure 15.2 Consumer Markets
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 15-8
Figure 15.2 Industrial Markets
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 15-9
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 15-10
Number of Intermediaries
Exclusive Selective Intensive
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 15-11
Channel-Management Decisions
Selecting channel members Training channel members Motivating channel members Evaluating channel members Modifying channel members
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 15-12
Channel Conflict
What types of conflict arise in channels? What causes conflict? What can marketers do to resolve it?
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 15-13
Causes of Channel Conflict
Goal incompatibility Unclear roles and rights Differences in perception Intermediaries’ dependence on manufacturer
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