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15 Merancang dan Mengelola Saluran Pemasaran Terintegrasi 1
13

Ch15. Designing & Managing Integrated Marketing Channel

Dec 23, 2015

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Saiful Anwar

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Page 1: Ch15. Designing & Managing Integrated Marketing Channel

15Merancang dan

Mengelola Saluran

Pemasaran Terintegrasi

1

Page 2: Ch15. Designing & Managing Integrated Marketing Channel

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.

Page 3: Ch15. Designing & Managing Integrated Marketing Channel

Copyright © 2011 Pearson Education, Inc.  Publishing as Prentice Hall 15-3

Saluran Pemasaran danJaringan Nilai

Strategi Dorong (push strategy)

Strategi Tarik (pull strategy)

Page 4: Ch15. Designing & Managing Integrated Marketing Channel

Copyright © 2009 Pearson Education, Inc.  Publishing as Prentice Hall 15-4

Figure 15.1 Increasing Efficiency

Page 5: Ch15. Designing & Managing Integrated Marketing Channel

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

Page 6: Ch15. Designing & Managing Integrated Marketing Channel

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

Page 7: Ch15. Designing & Managing Integrated Marketing Channel

Figure 15.1 Marketing Flows in the Marketing Channel for Forklift Trucks

Copyright © 2011 Pearson Education, Inc.  Publishing as Prentice Hall 15-7

Page 8: Ch15. Designing & Managing Integrated Marketing Channel

Figure 15.2 Consumer Markets

Copyright © 2011 Pearson Education, Inc.  Publishing as Prentice Hall 15-8

Page 9: Ch15. Designing & Managing Integrated Marketing Channel

Figure 15.2 Industrial Markets

Copyright © 2011 Pearson Education, Inc.  Publishing as Prentice Hall 15-9

Page 10: Ch15. Designing & Managing Integrated Marketing Channel

Copyright © 2011 Pearson Education, Inc.  Publishing as Prentice Hall 15-10

Number of Intermediaries

Exclusive Selective Intensive

Page 11: Ch15. Designing & Managing Integrated Marketing Channel

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

Page 12: Ch15. Designing & Managing Integrated Marketing Channel

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?

Page 13: Ch15. Designing & Managing Integrated Marketing Channel

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