ch13 distributin channels indonesia
TRANSCRIPT
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2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th editionUpper Saddle River, NJ 07458 Kotler, Bowen, and Makens
Chapter 13
Distribution
Channels
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2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th editionUpper Saddle River, NJ 07458 Kotler, Bowen, and Makens
Adversarial power relationships
work only if you never have to see orwork with the other party again.
-Peter Drucker
2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th editionUpper Saddle River, NJ 07458 Kotler, Bowen, and Makens
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2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th editionUpper Saddle River, NJ 07458 Kotler, Bowen, and Makens
Distribution Channels
A distribution channel adalah seperangkat
organisasi independen yang terlibat di dalam
proses penyampaian barang atau jasa kekonsumen atau pengguna bisnis.
2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th editionUpper Saddle River, NJ 07458 Kotler, Bowen, and Makens
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2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th editionUpper Saddle River, NJ 07458 Kotler, Bowen, and Makens
Why Use Marketing
Intermediaries? Efisien
Efektif
2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th editionUpper Saddle River, NJ 07458 Kotler, Bowen, and Makens
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2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th editionUpper Saddle River, NJ 07458 Kotler, Bowen, and Makens
Distribution Channel Functions
Information: mengumpulkan danmendistribusikan marketing research
and intelligence information mengenailingkungan pemasaran.
Promotion: membangun danmenyebarkan komunikasi persuasiftentang suatu penawaran.
2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th editionUpper Saddle River, NJ 07458 Kotler, Bowen, and Makens
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2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th editionUpper Saddle River, NJ 07458 Kotler, Bowen, and Makens
Distribution Channel Functions
Contact: bertemu dan berkomunikasidengan calon pembeli.
Matching: mencocokkan penawarandengan kebutuhan pembeli, seperti
manufacturing, grading, assembling,dan packaging
2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th editionUpper Saddle River, NJ 07458 Kotler, Bowen, and Makens
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2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th editionUpper Saddle River, NJ 07458 Kotler, Bowen, and Makens
Distribution Channel Functions
Negotiation: menyetujui harga dan
persyaratan lainnya sehingga
kepemilikan bisa dipindahkan.
Physical distribution: memindahkan dan
menyimpan barang.
2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th editionUpper Saddle River, NJ 07458 Kotler, Bowen, and Makens
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2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th editionUpper Saddle River, NJ 07458 Kotler, Bowen, and Makens
Distribution Channel Functions
Financing: mendaptkan dan
menggunakan dana utk menutupi costs
of channel work
Risk taking: mengasumsikan financial
risks such seperti ketidakmampuanmenjual inventory dengan full margin
2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th editionUpper Saddle River, NJ 07458 Kotler, Bowen, and Makens
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2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th editionUpper Saddle River, NJ 07458 Kotler, Bowen, and Makens
Number of Channel Levels
Channel level can be described asdistribution channels
Direct marketing channel
Retailer
Wholesaler
2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th editionUpper Saddle River, NJ 07458 Kotler, Bowen, and Makens
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2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th editionUpper Saddle River, NJ 07458 Kotler, Bowen, and Makens
Customer Marketing ChannelsCustomer Marketing Channels
2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th editionUpper Saddle River, NJ 07458 Kotler, Bowen, and Makens
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2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th editionUpper Saddle River, NJ 07458 Kotler, Bowen, and Makens
Marketing Intermediaries
Travel Agents
Tour Wholesalers
Specialists Hotel Reps
Concierges
National, State,
and Local
Agencies
Consortia andReservation
Systems
Global DistributionSystems
Internet
2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th editionUpper Saddle River, NJ 07458 Kotler, Bowen, and Makens
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2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th editionUpper Saddle River, NJ 07458 Kotler, Bowen, and Makens
Travel Agents Tour Wholesalers
ConciergesSpecialists:
Brokers & Junket Reps
Internet Hotel Representatives
Consortia & Reservations
Systems
Global Distribution
SystemsNational, State,
and Local Tour Agencies
Marketing Intermediaries
2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th editionUpper Saddle River, NJ 07458 Kotler, Bowen, and Makens
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2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th editionUpper Saddle River, NJ 07458 Kotler, Bowen, and Makens
Channel Conflict
Horizontal conflict is konflik antaraperusahaan pada level saluran yangsama.
i.e. retailer to retailer
Vertical conflict, lebih umum, konflik
antara berbagai level yang berbedadalam saluran yang sama.
i.e. retailer to wholesaler
2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th editionUpper Saddle River, NJ 07458 Kotler, Bowen, and Makens
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2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th editionUpper Saddle River, NJ 07458 Kotler, Bowen, and Makens
Channel Organization
A vertical marketing system (VMS)terdiri dari producers, wholesalers, andretailers dalam suatu kesatuan sistem.
Salah satu anggota saluran memiliki,terikat dalam suatu kontrak pihak yang
lainnya, atau memiliki kekuasaan yangpaling besar.
2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th editionUpper Saddle River, NJ 07458 Kotler, Bowen, and Makens
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2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th editionUpper Saddle River, NJ 07458 Kotler, Bowen, and Makens
Conventional vs. Vertical
Marketing Channels
2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th editionUpper Saddle River, NJ 07458 Kotler, Bowen, and Makens
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2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th editionUpper Saddle River, NJ 07458 Kotler, Bowen, and Makens
Vertical Marketing Systems
Corporate VMS mulai dari produksihingga distribusi kepemilikannya sama.
Administered VMS produksi dan
distribusi memiliki bagian dankekuasaannya masing-masing.
Contractual VMS perusahaan
independen dalam level produksi dandistribusi yang berbeda yang bergabung
melalui suatu kontrak utk mendapatkan
keuntungan.2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th editionUpper Saddle River, NJ 07458 Kotler, Bowen, and Makens
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2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th editionUpper Saddle River, NJ 07458 Kotler, Bowen, and Makens
Franchising
Memberikan hak kepada pihak lain dalammenawarkan, menjual atau mendistribusikanbarang atau jasa dibawqh suatu format
pemasaran tertentu yagn dirancang olehfranchisor.
The franchisor memperbolehkan the
franchisee utk menggunakan trademark,name, dan advertising nya.
Tingkat survival yang tinggi.2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th editionUpper Saddle River, NJ 07458 Kotler, Bowen, and Makens
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2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th editionUpper Saddle River, NJ 07458 Kotler, Bowen, and Makens
Disadvantages Franchiser
Distribution system other systems can add conflict,
Little Caesars going into K-marts cases conflict with
other Little Caesars in the area.
Consistency
Changing operation Pizza Hut adding delivery
Advertising expenditures
2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th editionUpper Saddle River, NJ 07458 Kotler, Bowen, and Makens
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2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th editionUpper Saddle River, NJ 07458 Kotler, Bowen, and Makens
Franchisee Advantages
Brand NameMarketing
Support
Plans and
Systems
Reservation systems-
Customers
Contracts
2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th editionUpper Saddle River, NJ 07458 Kotler, Bowen, and Makens
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2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th editionUpper Saddle River, NJ 07458 Kotler, Bowen, and Makens
Franchisee Disadvantages
Nilai merek dari franchiser
Pengenalan produk baru oleh franchiser
Tanggungjawab yang melekat ke dalam
sistem.
2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th editionUpper Saddle River, NJ 07458 Kotler, Bowen, and Makens
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2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th editionUpper Saddle River, NJ 07458 Kotler, Bowen, and Makens
A Franchise is Only as
Strong as
Brand Name
Competitive AdvantagesystemMarket demand forthe product
2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th editionUpper Saddle River, NJ 07458 Kotler, Bowen, and Makens
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2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th editionUpper Saddle River, NJ 07458 Kotler, Bowen, and Makens
Channel Organization
Alliances, dibangun agar dua organisasimendapatkan keuntungan dari kekuatan yangdimiliki oleh masing-masing pihak.
Horizontal marketing systems, dua atau
pebih perusahaan pada satu level yang samabergabung utk meraih peluang pemasaranbaru.
Multichannel marketing, suatu perusahaan
yg menggunakan dua atau lebih saluranpemasaran utk meraih satu atau lebihsegmen pelanggan.
2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th editionUpper Saddle River, NJ 07458 Kotler, Bowen, and Makens
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2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th editionUpper Saddle River, NJ 07458 Kotler, Bowen, and Makens
Memilih Channel Members
Customer Needs
Attracting Channel Members
Evaluating Major Channel Alternatives
Economic Feasibility of the ChannelMember
Control Criteria
2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th editionUpper Saddle River, NJ 07458 Kotler, Bowen, and Makens
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2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th editionUpper Saddle River, NJ 07458 Kotler, Bowen, and Makens
Best Practices
Expedia
Orbitz
Priceline
Travelocity
Trip
2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th editionUpper Saddle River, NJ 07458 Kotler, Bowen, and Makens