A chapter from Kotler's Marketing Management about marketing channels and managing retail & logistics.

1. Marketing
Channels,
Retail, and
Logistics
Chapter 17 & 18
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2. Marketing Channel
MARKETING CHANNELS: Sets of
interdependent organizations participating
in the process of making a product or
service available use or consumption
Multichannel Marketing : by using two or more
marketing channels ato reach customer segmenats
in one market area.
Integrating Multichannel Marketing
System, Three important benefit (increased market
coverage, lower channel cost, the ability to do more
customized selling)
Producer Producer
Wholesalers Wholesalers
Retailers Retailers
Consumers Consumers
Push Strategy Pull Strategy
The offering is
pushed through a
marketing channel
to buyers, using
sales force/trade
promo
Buyers demand the
product through
marketing channels,
using advertising,
promotion, etc.

3. Value Network
VALUE NETWORKING: a system of
partnerships and alliances that a firm
creates to source, augment, and deliver its
offerings.
Demand Chain Planning
The Digital Channels Revolution is
profoundly transforming distribution
strategies to becoming more comfortable
buying online and the use of smart phones
exploding, traditional brick-and-mortar
channel strategies

4. The Role of Marketing Channels
The five marketing flows Channel levels
Physical Flow
Title Flow
Payment Flow
Information Flow
Production

5. Channel Design Decisions
•1. Desired Lot Size
•2. Waiting & Delivery
Time
•3. Spatial convenience
•4. Product variety
•5. Service backup
Analyzing
Customer Needs &
Want
•Channel objectives vary
with product
characteristics.
Establishing
Objectives &
Constraints •1. The types of
intermediaries
• 2. Number needed
• 3. Terms &
responsibilities of
channel members
Identifying Major
Channel
Alternatives
• Economic
•Control & adaptive
criteria
Evaluating Major
Channle
Alternatives

6. Channel Management Decisions
 Channel Power adalah kemampuan untuk mengubah perliku anggota channel.
Tipe Channel Power: Coercive, Reward, Legitimate, Expert, Referent.
 Channel Modification Decisions :
1. Mengubah Channel Design dan Pengaturan
2. Perubahan pola pembelian
3. Kompetisi baru
4. Siklus Produk
 Bekembang ke pasar global :
1. Mendekati Pelanggan
2. Mencari tau kebiasaan setempat
3. Memilih Channel dengan bijak
Selecting
Training and
Motivating
Evaluating

7. Channel Integration & Systems
• Saluran Pemasaran Vertikal
Sistem pemasaran vertikal terdiri atas produsen, pedagang besar, dan pengecer yang
bertindak sebagai sistem yang menyatu.
Pemimpin saluran, memiliki anggota lainnya atau memberikan hak waralaba terhadap mereka
atau memiliki kekuatan yang begitu besar sehingga mereka semua bekerjasama.
• Saluran Pemasaran Horizontal
Dua perusahaan atau lebih pada satu tingkat bergabung untuk mengikuti peluang baru
pemasaran. Dengan kerjasama, perusahaan dapat mengkombinasikan modalnya,
kemampuan memproduksi atau sumber daya pemasaran untuk menyelesaikan lebih dari satu
perusahaan.
• Saluran Pemasaran Campuran
Dengan berkembangnya segmen konsumen dan kemungkinan saluran, lebih saluran
mengadopsi sistem distribusi multi saluran, yang disebut Sistem Pemasaran Bastar yaitu
sistem distribusi multi saluran yang mana satu perusahaan menetapkan dua atau lebih
saluran distribusi pemasaran untuk mencapai satu atau lebih segmen konsumen.

8. E-Commerce & M-Commerce
• E-Commerce Marketing Place
• 2 types of e-commerce marketing:
• pure clicks companies,
• brick and click companies.
• M-Commerce marketing practice :
change in customer and company
behavior, advertising and promotion,
geo-fencing (promotion), privacy.
Pure click companies
Brick & click companies

9. Conflict, Co-op, & Competition
• Types of conflict and competition : horizontal, vertical, multichannel.
• Cause of conflict
• Goal incompatibility
• Unclear roles & rights
• Difference in perception
• Dependence on the manufacture
• Managing channel conflict : strategic justification, dual compensation,
superordinate goals, employee exchange, joint membership, diplomacy,
mediation, arbitration, legal course
• Dilution and Cannibalization
• Legal and Ethical Issues in Channel Relations

10. Managing Retailing
Retailing includes all activities in selling goods or services directly to final consumers.
Store retailers
• Specialty store  The Body Shop
• Department store  Matahari
• Supermarket  Hero
• Convenience store  Indomaret
• Drug store Guardian
• Discount store  Walmart
• Hard-disc store Aldi
• Off-price retailer  FO
• Superstore  Carrefour
• Catalog showroom  Inside Edge
Ski
Non Store retailers
• Direct marketing telemarketing,
online shipping
• Direct selling  one-to-one
selling
• Automatic vending  softdrinks,
even cellphone!
• Buying service
Retail Organization
• Chain store
• Retailer cooperative
• Franchise
• Merchandising
• Others
Modern Retail
new form &
combination
growth of
giant
retailers
role of
technology

11. Private Labels
Private labels is a brand that retailers and wholesalers develop.
In Europe & Canada, store
brands account for
of the items sold. 40%
Why?
Private label can generate
profit even ore

12. Wholesaling
Fungsi wholesaling
• Menjual dan mempromosikan
• Membeli dan membangun
• Pecah massal
• Pergudangan
• Transportasi
• Pembiayaan
• Bantalan risiko
• Informasi pasar
• Jasa manajemen dan konseling
Merchant
Full-service
Limited-service
Brokers and agents
Manufacturers
Specialized
Jenis wholesaling

13. Market Logistics
Memutuskan
proposisi nilai
perusahaan
kepada
pelanggannya
Memutuskan
desain saluran
dan strategi
jaringan terbaik
Mengembangkan
keunggulan
operasional

14. THANK YOU!
Shall we discuss?