What is a Value Network and Marketing-Channel

System?
• Value Network:
Sistem kemitraan dan aliansi untuk
memperoleh, menambah dan
meyerahkan tawarannya
• Marketing channel:
pedagang besar, pengecer, pialang,
agen penjualan, perusahaan angkutan,
gudang, bank

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• Channel Functions and Flows
• Mengumpulkan informasi
• Menyebarkan dan mengembangkan
komunikasi persuasif
• Mencapai kesepakatan harga dan
ketentuan lain
• Melakukan pemesanan

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• Memperoleh dana untuk persediaan
• Menanggung risiko
• Mengatur perpindahan produk fisik
• Mengatur pelunasan penagihan
• Mengawasi peralihan kepemilikan
aktual

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 Arus Saluran Pemasaran

–Forward flow
–Backward flow

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 Tingkat Saluran
• Channel levels
– Zero-level channel (a.k.a. direct-marketing
channel)
– One-level channel
– Two-level channel
– Three-level channel
– Reverse-flow channel
• Service Sector Channels

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 Keputusan Rancangan Saluran

– Merancang sistem saluran pemasaran

• Analyzing customer needs
• Establishing chnnel objectives
• Identifying major channel alternatives
• Evaluating major channel alternatives

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 Keputusan Merancang Saluran

• Menganalisis Tingkat Keluaran Jasa yang

diinginkan Pelanggan
– Ukuran lot
– Waktu tunggu
– Kenyamanan ruang
– Keragaman produk
– Dukungan layanan

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 Keputusan Merancang Saluran
• Menetapkan tujuan dan batasan
• Mengidentifikasi alternatif saluran
– Types of Intermediaries
– Number of Intermediaries
• Exclusive distribution
–Exclusive dealing
• Selective distribution
• Intensive distribution

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 Keputusan Merancang Saluran

– Syarat dan tanggung jawab anggota saluran

• Kebijakan harga
• Syarat penjualan
• Hak teritorial distribusi
• Layanan dan tanggung jawab
• Evaluate the Major Alternatives
– Economic Criteria

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Keputusan Merancang Saluran
• Channel advantage
– Control and Adaptive Criteria

Break-even Cost
Chart

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 Keputusan Mengelola Saluran

• Selecting Channel Members

• Training Channel Members
• Motivating Channel Members

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Keputusan Mengelola Saluran

• Distribution programming
– Distributor-relations planning

• Evaluating Channel Members

• Modifying Channel Arrangements

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 Sistem dan Integrasi Saluran

• Vertical Marketing Systems

• Conventional marketing channel
• Vertical marketing systems (VMS)
– Corporate and Administered VMS
• Corporate VMS
• Administered VMS

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 Sistem dan Integrasi Saluran

– Contractual VMS
• Wholesaler-sponsored voluntary chains
• Retailer cooperatives
• Franchise organizations
– Manufacturer-sponsored retailer franchise
– Manufacturer-sponsored wholesaler franchise
– Service-firm-sponsored retailer franchise

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 Sistem dan Integrasi Saluran

– The New Competition in Retailing

• Horizontal Marketing Systems
• Multichannel Marketing Systems

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 New Distribution Channel
• Saluran Distribusi ada 2 jenis:
1. Logistik
2. Saluran (channel)

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