Matakuliah
Tahun
Versi
: J0114 – Manajemen Pemasaran
: 2005
:1
Pertemuan 17
Distribution Channel
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Learning Outcomes
Mahasiswa dapat menjelaskan tentang
peranan saluran distribusi serta
bagaimana merancang saluran
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Outline Materi
• Kosnep Saluran Distribusi
• Sifat Saluran Distribusi
• Keputusan Rancangan Saluran
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Konsep Saluran Distribusi
Saluran distribusi (distribution channel)
merupakan seperangakat organisasi atau
lemabga yang bergantung satu sama lain yang
dilibatkan dalam proses penyediaan suatu
produk atau jasa untuk digunakan atau
dikonsusmsi oleh konsumen atau pengguna
bisnis
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• Distribution is one of the four aspects of
marketing. The other three parts of the
marketing mix are product management,
pricing, and promotion. Distribution deals
with logistics: how to get the product or
service to the customer. It must answer
questions such as:
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……Such as:
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What kind of distribution channel to use?
Should the product be sold through a retailer?
Should the product be distributed through wholesale?
Should multi-level marketing channels be used?
How long should the channel be (how many members)?
Where should the product or service be available?
When should the product or service be available?
Should distribution be exclusive, selective or extensive?
Who should control the channel (referred to as the channel
captain)?
Should channel relationships be informal or contractual?
Should channel members share advertising (referred to as co-op
ads)?
Should electronic methods of distribution be used?
Are there physical distribution and logistical issues to deal with?
What will it cost to keep an inventory of products on store shelves
and in channel warehouses
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Fungsi Saluran Distribusi
• Informasi  mengumpulakan dan
mendistribusikan riset
pemasaran dan
informasi intelijen tentang faktorfaktor dalam lingkungan pemasran
• Promosi  mengembangakan dan
menyebarluaskan
komunikasi
persuasif
berkenaan dengan suatu
penawaran
• Kontak  menemukan dan
berkomunikasi dengan pembeli
prospektif
• Mencocokan  membentuk dan menyesuaikan
penaran
terhadap kebuthan pembeli
termasuk kegiatan sperti
manufaktur,
memilah, merakit, dan mengemas
• Negosiasi  mencapai kesepakatan atas harga
untuk
pemindahan kepemilikan
• Distribusi fisik  memindahkan dan menyimpan barang
• Pendanaan
• Pengambilan risiko
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Pola Saluran Distribusi
A.
Saluran Pemasaran Pelanggan
Konsumen
Produsen
Produsen
Produsen
Produsen
Pengecer
Perusahaan
perkulakan
Perusahaan
perkulakan
Pengecer
Tengkulak
Pengecer
Konsumen
Konsumen
Konsumen
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Saluran Distribusi
B. Saluran Pemasaran Bisnis
Pelanggan
Industri
Produsen
Distributor
Industri
Produsen
Produsen
Perwakilan
Prosusen /
Cabang
perusahaan
Produsen
Perwakilan
Prosusen /
Cabang
perusahaan
Pelanggan
Industri
Pelanggan
Industri
Distributor
Industri
Pelanggan
Industri
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Retailer
In commerce, a retailer buys goods or
products in large quantities from
manufacturers or importers, either directly
or through a wholesaler, and then sells
individual items or small quantities to the
general public or end user customers,
usually in a shop, also called store.
Retailers are at the end of the supply
chain. Marketers see retailing as part of
their overall distribution strategy
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Wholesaler
• In commerce, a wholesaler buys and
stores goods in large quantities from their
manufacturers or importers, and then sells
smaller quantities to retailers, who in turn
sell to the general public. Retailers may
also buy directly from manufacturers.
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