MODDUL 12 CRM MARKETING CHANNEL SUPPLY CHAIN
MODUL 12
CUSTOMER RELATIONSHIP MANAGEMENT
Marketing Marketing Channels Channels Satu set ORGANISASI saling bergantung yang memudahkan pemindahan kepemilikan sebagaimana produk bergerak dari produsen ke pengguna bisnis atau konsumen.
Supply Chain Supply Chain Rantai terhubung dari semua badan usaha, baik internal maupun eksternal perusahaan, yang melakukan atau mendukung fungsi LOGISTICS.
Spesialisasi dan pembagian kerja
Spesialisasi dan pembagian kerja
Mengatasi perbedaan
Mengatasi perbedaan
Memberikan efisiensi kontak
Memberikan efisiensi kontak
Menciptakan efisiensi yang lebih besar
Menyediakan biaya yang lebih rendah
Mencapai skala ekonomi
Produsen Aids yang kekurangan sumber daya untuk pasar secara langsung
Membangun hubungan yang baik dengan pelanggan
Siapa perantara saluran dan nilai apa yang mereka berikan?
Pengecer Pengecer Sebuah perantara saluran yang menjual terutama untuk PENGGUNA FINAL. Sebuah perantara saluran yang menjual terutama untuk PENGGUNA FINAL. Pedagang Grosir Pedagang Grosir Sebuah Lembaga Yang MEMBELI barang Dari PRODUSEN, mengambil Barang, menyimpannya di gudang Dan Menjualnya kemudian mengirimkannya. Sebuah Lembaga Yang MEMBELI barang Dari PRODUSEN, mengambil Barang, menyimpannya di gudang Dan Menjualnya kemudian mengirimkannya. Agents and Brokers Agents and Brokers Grosir perantara yang memfasilitasi penjualan produk dengan REPRESENTING anggota saluran. Grosir perantara yang memfasilitasi penjualan produk dengan REPRESENTING anggota saluran.
Retailers
Retailers
Merchant
Wholesalers
Merchant Wholesalers
Agents and Brokers
Agents and Brokers
karakteristik produk
karakteristik produk
pertimbangan pembeli
pertimbangan pembeli
Karakteristik pasar
Karakteristik pasar
CHANNEL
INTERMEDIARIES Retailers Wholesalers Agents and Brokers Retailers Wholesalers Agents and Brokers CHANNEL FUNCTIONS CHANNEL FUNCTIONS Transactional Logistical Facilitating Transactional Logistical Facilitating
Perform
Producer Producer Producer Producer Consumers Consumers Consumers Consumers Retailers Retailers Retailers Wholesalers Wholesalers Agents or Brokers Wholesaler
Wholesaler Channel
Channel Retailer
Retailer Channel Channel
Direct Direct
Channel Channel
Agent/Broker Agent/Broker
Channel Channel
Producer Industrial Direct
Direct Channel
Channel Producer Govt. Buyer
Direct Direct
Channel Channel
Producer Producer Producer Industrial Industrial Industrial User Industrial Distributor Industrial Distributor Agents or Brokers Agents or Brokers Agent/Broker Agent/Broker
Channel Channel
Industrial Industrial
Distributor Distributor
Agent/Broker Agent/Broker
Industrial Industrial
Channel Channel
Direct Retail Wholesaler Agent/broker
Direct Retail Wholesaler Agent/broker
BUSINESS
CHANNELS
BUSINESS
CHANNELS
Direct Industrial Agent/broker Agent/broker industrialDirect Industrial Agent/broker Agent/broker industrial ALTERNATIVE CHANNELS ALTERNATIVE CHANNELS
Multiple Nontraditional Strategic alliances
Multiple Nontraditional Strategic alliances
Factors
Factors Factors
Factors Level of
Level of Level of
Level of Affecting
Affecting Affecting
Affecting Distribution
Distribution Distribution
Distribution Channel
Channel Channel
Channel
INTENSITY
INTENSITY
INTENSITY
INTENSITY CHOICE
CHOICE
Market Factors Intensive Distribution
Market Factors Intensive Distribution
Product Factors Selective Distribution
Product Factors Selective Distribution
Producer Factors Exclusive Distribution
Producer Factors Exclusive Distribution
Market
Factors
Size of market
Consumer or Industrial Customer
Consumer or Industrial Customer
Customer profiles
Choices Customer profiles
Choices
Channel
Channel
That Affect
That Affect
Factors
Market
Market
Market
Choices
Choices
Channel
Channel
That Affect
That Affect
Factors
Factors
Size of market Geographic location
Product
That Affect
Product Price
Product Delicacy
Product Delicacy
Product Life Cycle
Product Life Cycle
Product Standardization
Product Standardization
Product Complexity
Choices Product Complexity
Choices
Channel
Channel
That Affect
Product
Factors
Factors
Product
Product
Choices
Choices
Channel
Channel
That Affect
That Affect
Factors
Factors
Product Price
Market
Factors
Size of market
Consumer or Industrial Customer
Consumer or Industrial Customer
Customer profiles
Choices Customer profiles
Choices
Channel
Channel
That Affect
That Affect
Factors
Market
Market
Market
Choices
Choices
Channel
Channel
That Affect
That Affect
Factors
Factors
Size of market Geographic location
Product
That Affect
Product Price
Product Delicacy
Product Delicacy
Product Life Cycle
Product Life Cycle
Product Standardization
Product Standardization
Product Complexity
Choices Product Complexity
Choices
Channel
Channel
That Affect
Product
Factors
Factors
Product
Product
Choices
Choices
Channel
Channel
That Affect
That Affect
Factors
Factors
Product Price
Producer
Factors
Desire for Channel Control
Number of Product Lines
Number of Product Lines
Producer Resources
Choices Producer Resources
Choices
Channel
Channel
That Affect
That Affect
Factors
Producer
Producer
Producer
Choices
Choices
Channel
Channel
That Affect
That Affect
Factors
Factors
Desire for Channel Control
Apa isu-isu
pengaruh yang
strategi saluran?
Conflict
Conflict
Leadership
Leadership
Control
Control
Power
Power
Conflicts may occur if channel members:
Have CONFLICTING goals Fail to fulfill EXPECTATIONS of other channel members Have IDEOLOGICAL differences Have different PERCEPTIONS of reality
Supply
Supply
Chain
Chain
Team
Team Sourcing & Procurement Sourcing & Procurement Production Scheduling Production Scheduling Order Processing Order Processing Inventory Control Inventory Control Warehouse & Materials Handling Warehouse & Materials Handling Transportation Transportation L o g is ti cs
I n fo rm at io n S ys te m L o g is ti cs
I n fo rm at io n S ys te m
Plan purchasing strategies Develop specifications Select suppliers Negotiate price and service
levels Reduce costs The Role of Purchasing: The Role of Purchasing: