Distribution channel

Introduction

Producing a Products and service

Making it available to buyer
The Company supply chain (terdiri dari 2 kerjasama up & down)
- Upstream: supply row materials, component, ect (to create a Products or
service)
- downstream : distribution channels (that look toward the costumer)
(distribusi yang akan membawakan kita pelanggan)

Distribution channel adalah

A set of interdependensi organisations (intermediaries) involved in the process of
making a Products or service available for use or consumption by the konsumer or business
user. Bagaimana cara membuat agar produk & layanan mampu dijangkay dengan baik oleh
konsumen
Why are marketing intermediaries used

the use of intermediaries results from their greater efficiency in making goods

available to target Market

offer the firm more than it can achieve on its own through the intermediaries:
jadi intermediaries memudahkan pebisnis dengan para target marketnya
(konsumen) karena marketing intermediaries akan membawa konsumen
langsung ke pebisnis:
contact
Experience (berpengalaman dalam membawa konsumen, sehingga
pebisnis cukup berfokus terhadap produk/layanan nya)
Specialization (fokus2 kapan target Market berpotensi untuk di grab
ex: turis China suka bepergian saat imlek jadi, dapat di dimanfaatkan

periode tersebut untuk menggaet konsumen)

Sclae of operation
purpose: match supply from producers to demand from consumers

The Nature and importance of distribution system

distribution system can be viewed as the companys circulatory system

competition (marketing ada partnership)

a global Market place
electronic distribution techniques
perishable product

kalau distribution channel manufaktur barang perang intermediaries adalah

membawa produk ke konsumen
sementara intermediaries di bisnis hospitality (delivery the image of the
Products, mengajak costumer ke kita
Distribution Options

Move costumers to the service

Move service to delivery system to costumers (ex catering cooked on location)
Deliver tangible elemen of service to costumers (ex pizza delivery)
Pick-up things on which service is to be performed (ex valet service in hotel)
Operate at arms length (ex mail, Telephone, computer, often use multiple
approaches)

Distribution Channel Functions

Distribution Channel
1. Information

Key Function
Mengumpulkan segala sumber. Gathering and

distributif marketing research about the environtment

2. Promotion
developing and spreading persuasive
Communications about an offer
3. Contact
Finding and communicating with prospective
buyers
4. Matching
5. Negotiation

shaping and fitting the offer to the buyers need

Agreeing on price and terms of the offer so

ownership or possesion can be transfered

6. Phycical
distribution: transporting and storing goods
7. Financing
acquiring and using funds to cover the costs of
channel work
8. Risk taking
sell inventor at full margin

0-level channel-direct

assuming financial risks such as the inability to

Produser

Consumer

1-level channel
Producers

retailer Consumer

2-level channel
Producers Wholesaler

retailer Consumer

3 level channel
Produser Wholesale jobber retailer konsumer

Marketing Intermediaries terdiri dari:

Travel agents, tour Wholesale, specialists: broker & junket reps, hotel representatives,
National state and local tour agencies, consortia & reservations system, global distribution
systems, internet, concierges
Internet
The internet is quickly becoming an effective distribution channel (it never Close, it
allows companies to tangibilize their Products and services, it reaches a Broad geographic
areas, it alows interaction with the guests, it Save labor)

Channel behavior & conflict

The channel will be most effective when

- each memberi s assigned Task it can do best
- all members coorporate to attain overall channel goals and satisfy the target
Market
When it doesnt happen, conflict occurs:
- Horizontal conflict: occurs among firms at the same level of the channel (retailer
to retailer)
- Vertical conflict: occurs between different level of the same channel (Wholesale

to retailer)
For the channel to performa well, Beach channel members role must be specified
and conflict must be managed