goods companies. Test marketing can

goods companies. Test marketing can allow an organization to avoid substantial losses by
revealing weak products and ineffective marketing approaches before large-scale production
begins. Starbucks is currently test marketing selling beer and wine in its stores to boost
its “after 5 PM” sales.
Pricing
Five major stakeholders affect pricing decisions: consumers, governments, suppliers,
distributors, and competitors. Sometimes an organization will pursue a forward integration
strategy primarily to gain better control over prices charged to consumers. Governments
can impose constraints on price fixing, price discrimination, minimum prices, unit pricing,
price advertising, and price controls. For example, the Robinson-Patman Act prohibits
manufacturers and wholesalers from discriminating in price among channel member
purchasers (suppliers and distributors) if competition is injured.
Competing organizations must be careful not to coordinate discounts, credit terms, or
condition of sale; not to discuss prices, markups, and costs at trade association meetings;
and not to arrange to issue new price lists on the same date, to rotate low bids on contracts,
or to uniformly restrict production to maintain high prices. Strategists should view price
from both a short-run and a long-run perspective, because competitors can copy price
changes with relative ease. Often a dominant firm will aggressively match all price cuts by
competitors.
With regard to pricing, as the value of the dollar increases, U.S. multinational companies
have a choice. They can raise prices in the local currency of a foreign country or risk losing
sales and market share. Alternatively, multinational firms can keep prices steady and face
reduced profit when their export revenue is reported in the United States in dollars.
Intense price competition, created by the global economic recession, coupled with
Internet price-comparative shopping has reduced profit margins to bare minimum levels
for most companies. For example, airline tickets, rental car prices, hotel room rates, and
computer prices are lower today than they have been in many years.
In response to the economic recession, the family-dining chain Denny’s did something
that no family-dining chain had ever done before: give away breakfast from 6 AM until 2 PM
on February 8, 2009, at all of its restaurants in the United States. More than 2 million
people took advantage of the free breakfast at all but two of Denny’s 1,550 restaurants
nationwide. The entire promotion, including food, labor, and airing an ad on the Super
Bowl the Sunday before, cost Denny’s about $5 million. However, the firm reaped tons of
positive public relations as well as $50 million of free news coverage nationwide and
greatly increased customer loyalty. “People love free stuff when money’s tight,” says Dan
Ariely, a business professor at Duke University. Other firms recently set a price of zero on
their products, including McDonald’s, Starbucks, Dunkin’ Donuts, and Panera Bread.
Denny’s CEO Nelson Marchioli says that Denny’s did better than break even on the free
breakfast day, and it may do this promotion again.18
Distribution
Distribution includes warehousing, distribution channels, distribution coverage, retail site
locations, sales territories, inventory levels and location, transportation carriers, wholesaling,
and retailing. Most producers today do not sell their goods directly to consumers. Various
marketing entities act as intermediaries; they bear a variety of names such as wholesalers,
retailers, brokers, facilitators, agents, vendors—or simply distributors.
Distribution becomes especially important when a firm is striving to implement a
market development or forward integration strategy. Some of the most complex and challenging
decisions facing a firm concern product distribution. Intermediaries flourish in our
economy because many producers lack the financial resources and expertise to carry out
direct marketing. Manufacturers who could afford to sell directly to the public often can
gain greater returns by expanding and improving their manufacturing operations.
Successful organizations identify and evaluate alternative ways to reach their ultimate
market. Possible approaches vary from direct selling to using just one or many wholesalers
and retailers. Strengths and weaknesses of each channel alternative should be determined

Hasil (Bahasa Indonesia) 1:

goods companies. Test marketing can allow an organization to avoid substantial losses byrevealing weak products and ineffective marketing approaches before large-scale productionbegins. Starbucks is currently test marketing selling beer and wine in its stores to boostits “after 5 PM” sales.PricingFive major stakeholders affect pricing decisions: consumers, governments, suppliers,distributors, and competitors. Sometimes an organization will pursue a forward integrationstrategy primarily to gain better control over prices charged to consumers. Governmentscan impose constraints on price fixing, price discrimination, minimum prices, unit pricing,price advertising, and price controls. For example, the Robinson-Patman Act prohibitsmanufacturers and wholesalers from discriminating in price among channel memberpurchasers (suppliers and distributors) if competition is injured.Competing organizations must be careful not to coordinate discounts, credit terms, orcondition of sale; not to discuss prices, markups, and costs at trade association meetings;and not to arrange to issue new price lists on the same date, to rotate low bids on contracts,or to uniformly restrict production to maintain high prices. Strategists should view pricefrom both a short-run and a long-run perspective, because competitors can copy pricechanges with relative ease. Often a dominant firm will aggressively match all price cuts bycompetitors.With regard to pricing, as the value of the dollar increases, U.S. multinational companieshave a choice. They can raise prices in the local currency of a foreign country or risk losingsales and market share. Alternatively, multinational firms can keep prices steady and facereduced profit when their export revenue is reported in the United States in dollars.Intense price competition, created by the global economic recession, coupled withInternet price-comparative shopping has reduced profit margins to bare minimum levelsfor most companies. For example, airline tickets, rental car prices, hotel room rates, andcomputer prices are lower today than they have been in many years.In response to the economic recession, the family-dining chain Denny’s did somethingthat no family-dining chain had ever done before: give away breakfast from 6 AM until 2 PMon February 8, 2009, at all of its restaurants in the United States. More than 2 millionpeople took advantage of the free breakfast at all but two of Denny’s 1,550 restaurantsnationwide. The entire promotion, including food, labor, and airing an ad on the SuperBowl the Sunday before, cost Denny’s about $5 million. However, the firm reaped tons ofpositive public relations as well as $50 million of free news coverage nationwide andgreatly increased customer loyalty. “People love free stuff when money’s tight,” says DanAriely, seorang profesor bisnis di Duke University. Perusahaan lain baru saja menetapkan harga nol diproduk mereka, termasuk McDonald's, Starbucks, Dunkin' Donuts, dan roti yang Panera.Denny CEO Nelson Marchioli mengatakan bahwa Denny melakukan lebih baik daripada istirahat bahkan di gratisSarapan sehari, dan itu mungkin melakukan promosi ini again.18DistribusiDistribusi termasuk pergudangan, saluran distribusi, cakupan distribusi, situs ritellokasi, wilayah penjualan, tingkat inventaris dan lokasi, operator transportasi, wholesaling,dan ritel. Kebanyakan produsen hari tidak menjual barang-barang mereka langsung ke konsumen. Berbagaipemasaran entitas bertindak sebagai perantara; mereka menghasilkan berbagai nama-nama seperti grosir,pengecer, broker, fasilitator, agen, vendor — atau hanya distributor.Distribusi menjadi sangat penting ketika sebuah perusahaan berusaha menerapkanpengembangan pasar atau strategi integrasi ke depan. Beberapa yang paling rumit dan menantangkeputusan menghadapi distribusi produk perusahaan. Perantara berkembang di kamiekonomi karena banyak produsen kurangnya sumber daya keuangan dan keahlian untuk melaksanakanpemasaran langsung. Produsen yang mampu menjual langsung kepada publik sering dapatmendapatkan hasil yang lebih besar dengan memperluas dan meningkatkan operasi manufaktur mereka.Organisasi-organisasi yang sukses mengidentifikasi dan mengevaluasi cara-cara alternatif untuk mencapai akhir merekapasar. Mungkin pendekatan bervariasi dari penjualan langsung untuk menggunakan hanya satu atau banyak Grosirdan pengecer. Kekuatan dan kelemahan dari setiap saluran alternatif harus ditentukan

Hasil (Bahasa Indonesia) 2:

perusahaan barang. Uji pemasaran dapat memungkinkan organisasi untuk menghindari kerugian yang cukup besar oleh
mengungkapkan produk yang lemah dan pendekatan pemasaran yang tidak efektif sebelum produksi skala besar
dimulai. Starbucks saat ini menguji pemasaran menjual bir dan anggur di toko-toko untuk meningkatkan
nya "setelah 5 PM" penjualan.
Harga
Lima stakeholder utama mempengaruhi keputusan harga: konsumen, pemerintah, pemasok,
distributor, dan pesaing. Kadang-kadang sebuah organisasi akan mengejar integrasi ke depan
strategi terutama untuk mendapatkan kontrol yang lebih baik atas harga yang dibebankan kepada konsumen. Pemerintah
dapat menyebabkan hambatan pada penetapan harga, diskriminasi harga, harga minimum, harga unit,
iklan harga, dan kontrol harga. Misalnya, Undang-Undang Robinson-Patman melarang
produsen dan pedagang dari diskriminasi harga antara saluran anggota
pembeli (pemasok dan distributor) jika persaingan terluka.
Organisasi Bersaing harus berhati-hati untuk tidak mengkoordinasikan diskon, persyaratan kredit, atau
kondisi penjualan; tidak membahas harga, markup, dan biaya dalam pertemuan asosiasi perdagangan,
dan tidak mengatur untuk mengeluarkan daftar harga baru pada tanggal yang sama, untuk memutar tawaran rendah pada kontrak,
atau untuk seragam membatasi produksi untuk mempertahankan harga tinggi. Strategi harus melihat harga
dari kedua jangka pendek dan perspektif jangka panjang, karena pesaing dapat menyalin harga
perubahan dengan relatif mudah. Seringkali perusahaan dominan agresif akan cocok dengan semua pemotongan harga oleh
pesaing.
Berkenaan dengan harga, sebagai nilai meningkat dolar, US perusahaan-perusahaan multinasional
memiliki pilihan. Mereka bisa menaikkan harga dalam mata uang lokal dari negara asing atau risiko kehilangan
penjualan dan pangsa pasar. Atau, perusahaan multinasional dapat menjaga harga stabil dan wajah
berkurang keuntungan ketika pendapatan ekspor mereka dilaporkan di Amerika Serikat dalam dolar.
Persaingan harga Intens, diciptakan oleh resesi ekonomi global, ditambah dengan
harga-perbandingan belanja internet telah mengurangi margin keuntungan untuk minimal tingkat
bagi kebanyakan perusahaan. Misalnya, tiket pesawat, sewa harga mobil, tarif kamar hotel, dan
harga komputer lebih rendah hari ini daripada mereka telah bertahun-tahun.
Menanggapi resesi ekonomi, rantai keluarga-makan Denny melakukan sesuatu
yang tidak ada rantai keluarga-makan memiliki pernah dilakukan sebelumnya: memberikan sarapan dari 6:00 sampai 2:00
pada tanggal 8 Februari 2009, di semua restoran di Amerika Serikat. Lebih dari 2 juta
orang mengambil keuntungan dari sarapan gratis di semua kecuali dua dari 1.550 restoran Denny
nasional. Seluruh promosi, termasuk makanan, tenaga kerja, dan ditayangkan iklan di Super
Bowl Minggu sebelumnya, biaya Denny sekitar $ 5 juta. Namun, perusahaan menuai ton
PR positif serta $ 50 juta liputan berita gratis nasional dan
sangat meningkat loyalitas pelanggan. "Orang yang suka barang gratis ketika uang yang ketat," kata Dan
Ariely, seorang profesor bisnis di Duke University. Perusahaan-perusahaan lain baru-baru ini menetapkan harga nol pada
produk mereka, termasuk McDonald, Starbucks, Dunkin 'Donuts, dan Panera Bread.
Denny CEO Nelson Marchioli mengatakan bahwa Denny melakukan lebih baik daripada impas pada gratis
sarapan hari, dan mungkin melakukan promosi ini lagi 0,18
Distribusi
Distribusi meliputi pergudangan, saluran distribusi, cakupan distribusi, situs ritel
lokasi, wilayah penjualan, tingkat persediaan dan lokasi, operator transportasi, grosir,
dan ritel. Kebanyakan produsen hari ini tidak menjual barang-barang mereka langsung ke konsumen. Berbagai
entitas pemasaran bertindak sebagai perantara; mereka menanggung berbagai nama seperti grosir,
pengecer, broker, fasilitator, agen, vendor-atau hanya distributor.
Distribusi menjadi sangat penting ketika sebuah perusahaan berusaha untuk menerapkan
pengembangan pasar atau strategi integrasi ke depan. Beberapa yang paling kompleks dan menantang
keputusan menghadapi distribusi produk perhatian perusahaan. Perantara berkembang di kami
ekonomi karena banyak produsen kekurangan sumber daya keuangan dan keahlian untuk melaksanakan
pemasaran langsung. Produsen yang mampu menjual langsung kepada publik sering dapat
memperoleh keuntungan yang lebih besar dengan memperluas dan meningkatkan operasi manufaktur mereka.
Organisasi yang sukses mengidentifikasi dan mengevaluasi cara-cara alternatif untuk mencapai akhir mereka
pasar. Pendekatan yang mungkin bervariasi dari penjualan langsung menggunakan hanya satu atau banyak grosir
dan pengecer. Kekuatan dan kelemahan masing-masing alternatif saluran harus ditentukan