Peran Pemasaran dalam Perusahaan da

Peran Pemasaran dalam Perusahaan dan Masyarakat

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Pengertian Pemasaran

Peran manajer pemasaran dalam perusahaan berkaitan dengan jenjang manajerialnya, yakni jenjang korporet, jenjang unit bisnis strategik, dan jenjang operasional atau fungsional. Perusahaan yang berharap dapat berhasil perlu memfokuskan pada pemasaran. Filosofi seperti ini, disebut Konsep Pemasaran sangat membantu perusahaan mencapai tujuannya dengan mengutamakan kepuasan konsumen melalui koordinasi dan integrasi antara bidang pemasaran dengan bidang kegiatan lainnya. Manajer pemasaran harus bekerja dengan banyak bidang lain dalam perusahaan yang satu sama lain saling bergantung dan mendukung dalam pencapaian tujuan perusahaan.

Kegiatan-kegiatan pemasaran juga perlu dikoordinasikan dengan faktor-faktor lingkungan yang sebagian besar berada di luar kontrol perusahaan. Ini berarti bahwa perusahaan perlu lebih banyak mengarahkan karyawan melakukan kegiatan-kegiatan pemasaran yang etis atau tidak bertentangan dengan norma lingkungan, dan produk-produknya memang aman sebelum diluncurkan. Untuk memenuhi kebutuhan pelanggan, keputusan tentang produk diintegrasikan dengan keputusan-keputusan menyangkut harga, distribusi, dan promosi. Keempat instrumen pemasaran tersebut, yaitu produk, harga, distribusi dan promosi. Keempat instrumen pemasaran tersebut, yaitu produk, harga, distribusi dan promosi, dikenal dengan istilah bauran pemasaran.


PROSES MANAJEMEN PEMASARAN DAN STRATEGI PEMASARAN

Tugas-tugas Manajemen Pemasaran

Proses manajemen pemasaran dibahas menurut tahaptahapnya yang bermula dari penganalisisan pasar sampai dengan pengendalian pemasaran. Secara spesifik strategi dan perumusan strategi pemasaran diuraikan untuk memperjelas langkah-langkah penting yang harus dilakukan oleh seorang manajer pemasaran.


SEGMENTASI PASAR, PENENTUAN SASARAN PASAR, DAN PEMOSISIAN

Pasar dan Penggolongannya

Segmentasi pasar merupakan upaya untuk mengidentifikasi kelompok konsumen dengan cara mengelompokkan konsumen ke dalam kelompok-kelompok yang kebutuhan dan keinginannya serupa. Pengelompokan yang dilakukan dapat menggunakan basis yang berbeda, seperti faktor demografis, geografis, faktor demografis pribadi, faktor psikografis dan keperilakuan. Konsep tentang segmentasi pasar berkaitan dengan pembedaan produk dalam hal kesamaan pasar sasarannya meskipun fokus kedua konsep tersebut berbeda.

Upaya untuk mensegmentasikan pasar akan menciptakan kelompok-kelompok pasar yang memiliki karakteristik berbeda. Upaya tersebut harus diikuti dengan upaya untuk menentukan pasar sasaran di antara segmen-segmen pasar yang telah diidentifikasi. Untuk itu, lima persyaratan harus dipenuhi, yaitu bahwa segmen pasar tersebut dapat diukur, dapat dimasuki, cukup besar, dapat dibedakan, dan dapat ditindaklanjuti. Adapun strategi yang dapat ditempuh untuk menentukan pasar sasaran adalah undifferentiated marketing, differentiated marketing dan concentrated marketing. Tiga macam pola preferensi pasar dapat dijadikan ancangan untuk memposisikan produk-produk perusahaan ke pasar sasaran yang diinginkan. Strategi yang ditempuh dalam pemosisian produk ini antara lain adalah strategi pemosisian kembali dan strategi perluasan merek.


PERILAKU KONSUMEN

Perilaku Konsumen: Deskripsi dan Model

Pemahaman perilaku konsumen baik konsumen akhir maupun pembeli industrial adalah sangat penting bagi pemasar. Keputusan konsumen dalam pembeliannya ditempuh melalui suatu proses, mulai dari pengenalan masalah, pencarian informasi, pengevaluasi alternatif, pengambilan keputusan beli, sampai pada evaluasi pasca beli. Proses keputusan tersebut dipengaruhi oleh berbagai macam faktor, baik yang ada pada diri konsumen, seperti persepsi, pembelajaran, sikap dan keyakinan, motivasi, kepribadian, pengalaman, dan konsep diri, maupun faktor-faktor yang berasal dari lingkungan, seperti budaya, sub-budaya, kelas sosial, kelompok referensi, keluarga, faktor situasional, nilai, norma, dan peran sosial, serta bauran pemasaran. Proses keputusan tersebut didasarkan pada sifat-sifat konsumen yang rasional.

Dalam pasar industrial, keputusan pembeliannya diambil juga melalui suatu proses, yaitu
(1) mengenali masalah (kebutuhan),
(2) menentukan karakteristik produk dan jumlah yang diperlukan,
(3) mendeskripsikan spesifikasi produk dengan tepat dan kebutuhan kritisnya,
(4) mencari dan menentukan kualifikasi sumber-sumber yang potensial,
(5) menerima dan menganalisis usulan,
(6) mengevaluasi usulan dan menyeleksi pemasok
(7) memilih dan melakukan pemesanan, dan
(8) mengadakan umpan-balik kinerja dan evaluasi.

Sedangkan situasi pembeliannya dapat digolongkan ke dalam tiga macam, yaitu: pembelian tugas baru, pembelian ulang, dan pembelian ulang langsung. Setiap pembeli industrial mempunyai pilihan pendekatan dalam pembeliannya, di antaranya adalah inspeksi, penyampelan, deskripsi, dan kontrak dengan negosiasi.

Motif utama dalam pembahasan perilaku beli konsumen maupun industrial adalah memahami proses keputusan tersebut, di samping perusahaan harus mempunyai posisi yang baik untuk memberikan informasi yang tepat kepada konsumen yang tepat pada waktu yang tepat. Model perilaku konsumen tersebut sangat membantu untuk mengarahkan kegiatan pemasaran agar dapat melayani konsumen maupun pembeli industrial secara lebih baik.


PENGELOLAAN PRODUK DAN PENGEMBANGAN PRODUK BARU

Pengertian dan Penggolongan Produk

Pengelolaan produk yang ada didasarkan pada dikotomi arti produk, yaitu produk konsumen dan produk industrial, serta memfokuskan pada strateginya. Bagaimanapun juga konsep tentang bauran pemasaran yang pernah diuraikan di bab terdahulu dikaitkan dalam pengelolaan produk ini. Ekspansi dan kontraksi bauran produk, baik dari sisi lini produk maupun sisi jenis produk, menjadi bagian dari pengelolaan produk yang ada agar menciptakan efisiensi penawaran kepada konsumen.

Pengembangan produk baru telah diuraikan sebagai aktivitas yang seharusnya dilakukan oleh perusahaan secara terus-menerus. Ini disebabkan oleh adanya daur hidup produk dari saat produk itu diperkenalkan sampai pada saat produk itu tidak ada lagi di pasaran karena sudah tidak diminati konsumen. Pengembangan produk baru ini akan menjaga eksistensi produk perusahaan di pasaran. Tahap-tahap yang perlu dilalui dalam pengembangan produk baru adalah tahap pencarian dan penyaringan ide tentang produk baru, tahap analisis bisnis, tahap pengembangan dan pengujian, tahap pengujian pemasaran, serta tahap komersialisasi.


DAUR HIDUP PRODUK

Peranan Daur Hidup Produk dalam Strategi Pemasaran

Daur hidup produk dapat memberikan indikasi tentang perkembangan suatu produk yang dapat diterima oleh konsumen. Ukuran yang menunjukkan perkembangan tersebut adalah tingkat penjualan produk, di samping juga tingkat keuntungan. Daur hidup produk yang dapat dilalui oleh suatu produk secara normal meliputi empat tahap, yaitu tahap perkenalan, tahap pertumbuhan, tahap kedewasaan, dan tahap penurunan.

Atas dasar kondisi pada masing-masing tahap tersebut perusahaan dapat menyusun strategi pemasaran yang sesuai. Perbedaan setiap tahap dalam daur hidup produk itu memerlukan strategi pemasaran yang berbeda pula. Strategi pemasaran yang dikembangkan didasarkan pada variabel bauran pemasaran dengan penekanan khusus pada salah satu variabel tertentu. Pada tahap perkenalan lebih diutamakan promosi, pada tahap pertumbuhan lebih diutamakan distribusi, pada tahap kedewasaan lebih diutamakan harga, dan pada tahap penurunan lebih diutamakan pengurangan biaya.


STRATEGI PENETAPAN HARGA

Harga: Pengertian dan Penetapannya

Pengertian harga adalah sangat penting dan menjadi titik awal bahasan ini. Kemudian diuraikan berbagai faktor yang perlu dipertimbangkan dalam menetapkan suatu tingkat harga. Faktor-faktor tersebut meliputi
(1) kondisi perekonomian,
(2) penawaran dan permintaan,
(3) elastisitas permintaan,
(4) persaingan,
(5) biaya,
(6) tujuan manajer, dan
(7) pengawasan pemerintah. Besarnya pengaruh masing-masing faktor tidak selalu sama, bergantung pada kondisi yang sedang berlaku.

Setelah berbagai faktor dipertimbangkan maka harga dapat ditentukan melalui suatu proses yang terdiri atas sembilan tahap, yaitu:
(1) menentukan tujuan penetapan harga,
(2) memperkirakan permintaan untuk barang tersebut dan elastisitas harganya,
(3) mengantisipasi reaksi dalam persaingan,
(4) menentukan pangsa pasar yang dapat diharapkan,
(5) memilih strategi harga untuk mencapai pasar sasaran,
(6) mempertimbangkan kebijakan pemasaran perusahaan,
(7) memilih metode penghitungan harga,
(8) menetapkan tingkat harga, dan
(9) menyesuaikan struktur harga terhadap variasi dalam permintaan dan biaya di masing-masing segmen pasar. Berbagai contoh diberikan untuk memperjelas bahasan yang dimaksud.

Di bagian akhir bab ini dibahas ditambahkan dua bahasan praktis dengan contohnya, yaitu: (1) penentuan harga dasar dan laba yang diharapkan, dan (2) penetapan harga dasar dalam kondisi yang tidak pasti. Ini dimaksudkan, khususnya butir ke dua, untuk memberikan gambaran bahwa tidak semua kondisi yang dihadapi selalu bersifat pasti. Oleh karena itu, penetapan harga dalam berbagai alternatif tingkat harga perlu dilakukan untuk memudahkan dalam pengambilan keputusan.


STRATEGI DISTRIBUSI

Pengertian Saluran Distribusi

Alasan-alasan yang menguntungkan untuk digunakannya perantara dalam saluran distribusi mendorong produsen untuk mengembangkan saluran distribusi tidak langsung, meskipun saluran distribusi langsung juga diperlukan dalam kondisi tertentu.

Perantara yang digunakan dalam saluran distribusi dapat dibedakan menjadi dua golongan, yaitu perantara pedagang dan perantara agen. Masing-masing golongan dapat dibedakan lagi, yaitu perantara pedagang mencakup pedagang besar dan pengecer, sedangkan perantara agen mencakup agen penunjang dan agen pelengkap. Digunakan atau tidak digunakannya perantara tersebut telah memberikan berbagai pilihan alternatif distribusi, yaitu saluran distribusi untuk b

Hasil (Inggris) 1:

The role of marketing in the company and the communitySource: http://massofa.wordpress.com/Understanding MarketingThe role of Marketing Manager in a company related to the level of manajerialnya, i.e. the level of korporet, a strategic business unit level, and operational or functional level. Companies that hope to succeed need to focus on marketing. This kind of philosophy, called the concept of marketing is helping the company achieve its objectives with emphasis on consumer satisfaction through coordination and integration between the marketing and other areas of activity. Marketing Manager should work with many other areas within the company that are interdependent of each other and supporting the achievement of the objectives of the company.Marketing activities also need to be coordinated with the environmental factors that are largely outside the control of the company. This means that the company needs more direct employees do marketing activities that are not in conflict with ethical or environmental norms, and its products are safe before it is launched. To meet customer needs, decisions about product integrated with decisions regarding pricing, distribution, and promotion. All four of these marketing instruments, namely product, price, distribution and promotion. All four of these marketing instruments, namely product, price, distribution and promotion, known as the marketing mix.THE PROCESS OF MARKETING MANAGEMENT AND MARKETING STRATEGIESMarketing management tasksThe marketing management process discussed by tahaptahapnya which originated from penganalisisan market to control marketing. Specifically, the strategy and the formulation of marketing strategy outlined to clarify the important steps that must be done by a Marketing Manager.MARKET SEGMENTATION, TARGET MARKET, DETERMINATION AND POSITIONINGAnd market ClassificationMarket segmentation is an attempt to identify a group of consumers by way of categorizing consumers into groups whose needs and desires are similar. Grouping can be done using different bases, such as demographic factors, geographic, personal demographic factor, factor psikografis and keperilakuan. The concept of market segmentation related to product differentiation in terms of similarity of his target market, although the focus of both of these concepts are different.An attempt to mensegmentasikan the market will create the market groups have different characteristics. Such efforts should be followed by efforts to define target markets among market segments that have been identified. To that end, five conditions must be met, namely that the market segment can be measured, accessible, large enough, can be distinguished, and actionable. As for the strategy, which is to determine the target market is the undifferentiated marketing, differentiated marketing and concentrated marketing. Three kinds of market preference patterns can be based to reposition the company's products to the desired target market. The strategy is positioning the product positioning strategies are back and the strategy of brand extension.CONSUMER BEHAVIORConsumer behavior: description and ModelUnderstanding consumer behaviour as well as the end consumer either industrial buyers are extremely important for marketers. Consumer decisions in his redemption is through a process, ranging from the introduction of the issue, information retrieval, alternative pengevaluasi, purchasing, decision making to the evaluation of post purchase. The decision process is affected by a variety of factors, both in the consumer, such as perception, learning, attitudes and beliefs, motivations, personality, experience, and the concept of self, as well as the factors that come from the environment, such as cultures, sub-cultures, class reference groups, family, situational factors, values, norms, and social roles, as well as the marketing mix. The decision process is based on the properties of rational consumers.In the industrial market, the purchase decision is taken through a process that is(1) identify the problems (needs),(2) determine the characteristics of the product and the number required,(3) describe the product specifications with precise and critical needs,(4) locate and determine the qualifications of potential sources,(5) to receive and analyze the proposals,(6) evaluating the proposals and selecting suppliers(7) to select and place an order, and(8) held a performance feedback and evaluation.While the purchase situation can be classified into three kinds, namely: purchase a new task purchase, restarted, and repeat purchase straight away. Every buyer has the choice of industrial approach in his redemption, including inspections, penyampelan, description, and a contract with negotiations.The main motive in consumer purchasing behaviour as well as discussion of the industrial process is to understand the decision, in addition to the company's need to have a good position to deliver the right information to the right consumer at the right time. The very model of consumer behavior helps to direct marketing activities in order to serve the consumer and industrial buyers are better.PRODUCT MANAGEMENT AND NEW PRODUCT DEVELOPMENTUnderstanding and Classification of productsManaging existing products based on the dichotomy between the meaning of the product, namely, consumer products and industrial products, as well as focusing on his strategy. However, the concept of the marketing mix that had been outlined in the previous chapter identified in the management of this product. Expansion and contraction of the product mix, from either side of the line of products as well as the type of product, being part of the management of existing products to create efficiency offers to consumers.New product development has been described as an activity that is supposed to be done by the company on an ongoing basis. This is caused by the existence of the life cycle of a product from the moment the product is introduced to the moment the product is no longer on the market because it was not attractive to the consumer. The development of this new product will keep the existence of the company's products in the market. The stages that need to be undertaken in the development of new products is the stage of searching and filtering ideas about new products, business analysis stage, stage of development and testing, the testing phase of marketing, as well as the commercialization stage.PRODUCT LIFE CYCLEThe role of the life cycle of products in a marketing strategyLife cycle of a product can give indications about the development of a product that can be accepted by the consumer. Size shows the development of the level of sales of products, in addition also the level of profit. Life cycle of a product can be traversed by a product normally consists of four stages, namely the stage introductions, stage of growth, maturity stage, and the stage of decline.On the basis of the conditions at each stage of the company can devise appropriate marketing strategies. The difference of each stage in the life cycle of a product that require different marketing strategies. Marketing strategies are developed based on the marketing mix variables with special emphasis on one specific variables. In the preferred introductory promotion, the preferred distribution, growth in maturity stage preferred price, and at the stage of decrease in preferred a reduction in costs.PRICING STRATEGIESPrice: understanding and DeterminationsUnderstanding the price is extremely important and be the starting point for this discussion. Then outlined the various factors to consider in setting a price level. Those factors include(1) the condition of the economy,(2) supply and demand,(3) the elasticity of demand,(4) competition,(5) the costs,(6) the purpose of the Manager, and(7) the supervision of the Government. The magnitude of the influence of each factor is not always the same, depending on the conditions that are applicable.After various factors considered then the price can be determined through a process which is made up of nine stages, namely:(1) determine pricing purposes,(2) estimated the demand for the item and price elasticity,(3) the anticipated reaction of the competition,(4) determine the market share can be expected,(5) selecting pricing strategies to reach target market,(6) taking into account the company's marketing policies,(7) choose the method of calculating the price,(8) set the price level, and(9) to adjust the structure of the price variations in demand and cost in each market segment. A variety of examples are given to clarify the matter in question.At the end of this chapter discussed the practical discussion with two added examples, namely: (1) determination of the base price and the expected profit, and (2) the basic pricing in an uncertain condition. This meant, in particular grains into two, to give you an idea that not all conditions are always at hand for sure. Therefore, pricing in a variety of alternative price level needs to be done to facilitate in decision-making.DISTRIBUTION STRATEGYUnderstanding Distribution ChannelThe reasons for the use of an intermediary in a profitable distribution channels pushed manufacturers to develop indirect distribution channels, although a direct distribution channel is also required in certain circumstances.The provider that is used in the distribution channels can be distinguished into two groups, namely brokerage and intermediary agents. Each group can be distinguished anymore, which includes brokerage merchants and retailers, while intermediary agencies supporting agents and agent covers the complement. Use or disuse of such intermediary has provided a wide selection of alternative distribution, the distribution channels for a b

Hasil (Inggris) 2:

The Role of Marketing in Enterprise and Public Source: http://massofa.wordpress.com/ Definition of Marketing Role of marketing managers in companies related to the managerial level, namely korporet level, business unit level strategic, and operational or functional level. Companies that wish to be successful needs to focus on marketing. Philosophy like this, called Concept Marketing is helping the company achieve its objectives by prioritizing customer satisfaction through coordination and integration between the fields of marketing with other activity areas. Marketing managers must work with many other areas in the company of each other interdependent and support in achieving the goals of the company. The activities of marketing also needs to be coordinated with environmental factors are largely beyond the control of the company. This means that companies need to be more direct employees conduct marketing activities that do not conflict with ethical or environmental norms, and its products are safe before they are launched. To meet customer needs, decisions about the products to be integrated with decisions regarding pricing, distribution, and promotion. Fourth marketing instrument, namely product, price, distribution and promotion. Fourth marketing instrument, namely product, price, distribution and promotion, known as the marketing mix. PROCESS MANAGEMENT MARKETING MARKETING AND STRATEGY Tasks Marketing Management marketing management process discussed by tahaptahapnya which stems from analyzing the market to control the marketing. Specifically strategies and formulation of marketing strategy outlined to clarify the important steps that must be done by a marketing manager. MARKET SEGMENTATION, TARGET MARKET DETERMINATION, AND Positioning Market and classification Market segmentation is an attempt to identify consumer groups by grouping customers into categories groups of similar needs and desires. Grouping can be performed using a different base, such as demographic, geographic, demographic factors personal, psychographic and behavioral factors. The concept of market segmentation associated with product differentiation in terms of its target markets despite the similarity of the two concepts are different focus. Efforts to segment the market will create groups of markets that have different characteristics. Such efforts must be followed by efforts to define target markets among market segments that have been identified. To that end, five requirements must be met, namely that the market segment can be measured, can be entered, is large enough, can be distinguished, and actionable. The strategies that can be taken to determine the target market is undifferentiated marketing, differentiated marketing and a concentrated marketing. Three kinds of patterns can be used as a market preference Definition to position the company's products to the desired target market. The strategy pursued in positioning these products include positioning strategy back and brand extension strategy. CONSUMER BEHAVIOR Consumer Behaviour: Description and Model Understanding consumer behavior both end consumers and industrial buyers is extremely important for marketers. Consumers in their purchasing decisions reached through a process, ranging from problem recognition, information search, alternative evaluators, making the decision to buy, until the post-purchase evaluation. The decision process is influenced by various factors, whether that is in the consumer, such as perception, learning, attitudes and beliefs, motivation, personality, experience, and self-concept, as well as the factors that come from the environment, such as culture, sub-culture , social class, reference groups, family, situational factors, values, norms, and social roles, as well as the marketing mix. The decision process is based on the properties of rational consumer. In the industrial market, the purchasing decision is also taken through a process, namely (1) identify the problem (needs), (2) determine the characteristics of the product and the amount required, (3) describe the specifications products with precise and critical needs, (4) locate and determine the qualifications of potential sources, (5) receive and analyze proposals, (6) evaluate the proposals and select suppliers (7) selecting and making reservations, and (8) hold the bait -balik performance and evaluation. Meanwhile the purchasing situation can be classified into three types, namely: the purchase of a new assignment, repeat purchase and repeat purchase directly. Each buyer has a choice of approach in industrial purchasing, among them the inspection, find were the, descriptions, and contract negotiation. The main motive in the discussion of consumer and industrial buying behavior is to understand the decision process, in addition to the company must have a good position to provide information right to the right consumers at the right time. Consumer behavior model is very helpful to direct marketing activities in order to serve consumers and industrial buyers better. MANAGEMENT PRODUCTS AND NEW PRODUCT DEVELOPMENT Product Definition and Classification Management of existing products based on the dichotomy meaning the product, namely consumer products and industrial products, as well as focus on strategy. However the concept of the marketing mix that has been described in previous chapters linked in the management of these products. Expansion and contraction of the product mix, both in terms of product lines and the type of product, be part of the management of existing products in order to create efficiency offers to consumers. Development of new products has been described as an activity that should be done by the company on an ongoing basis. This is caused by the product life cycle from the time the product was introduced to the product when it is no longer on the market because it is no consumer demand. The development of this new product will maintain the existence of the company's products in the market. The stages that need to be passed in the new product development is the stage of the search and filtering of ideas about new products, business analysis stage, the stage of development and testing, the testing phase of marketing, as well as the commercialization stage. PRODUCT LIFE CYCLE Role in Product Lifecycle Marketing Strategy product life cycle can provide an indication of the development of a product that can be accepted by consumers. Size indicates such development is the level of product sales, as well as the rate of profit. Product life cycle that can be traversed by a product normally includes four stages, namely the introduction stage, growth stage, maturity stage and decline stage. On the basis of the conditions at each stage of the company can develop an appropriate marketing strategy. Differences every stage in the product life cycle requires different marketing strategies. Developed marketing strategy based on marketing mix variables with special emphasis on one particular variable. In the introductory stage preferably promotions, the preferred distribution growth stage, maturity stage are preferred price, and at the stage of decline are preferred cost reduction. STRATEGY PRICING Price: Definition and commencement Understanding the price is very important and is the starting point of this discussion. Then outlined the various factors to consider in setting a price level. These factors include (1) economic conditions, (2) supply and demand, (3) the elasticity of demand, (4) competition, (5) costs, (6) the purpose of the manager, and (7) the supervision of the government. The magnitude of the effect of each factor is not always the same, depending on the prevailing conditions. After various factors considered, then the price can be determined through a process that consists of nine stages, namely: (1) determining pricing objectives, (2) estimate the demand for The goods and price elasticity, (3) anticipate the reaction of the competition, (4) determine the market share can be expected, (5) selecting pricing strategies to reach target markets, (6) to consider the company's marketing policies, (7) choose the method of calculating the price , (8) sets the level of prices, and (9) to adjust the pricing structure to variations in demand and costs in their respective market segments. Various examples are given to clarify the discussion in question. At the end of this chapter, added two practical discussion with examples, namely: (1) the determination of the base price and the expected profit, and (2) basic pricing in uncertain circumstances. It is intended, in particular point to two, to give an idea that not all conditions encountered always be sure. Therefore, the pricing of the various alternatives price level needs to be done to facilitate in decision-making. STRATEGY FOR DISTRIBUTION Distribution Channel Definition Reasons favorable for the use of intermediaries in the distribution channel to encourage manufacturers to develop indirect distribution channels, although direct distribution channel is also required under certain conditions. Intermediaries used in the distribution channels can be divided into two groups, namely the broker and intermediary agents. Each of these categories can be distinguished, namely the broker covers wholesalers and retailers, while intermediary agents include agents and supplementary agents. Use and disuse of such intermediaries have provided a wide choice of alternative distribution, ie distribution channel for b