Pemasaran Industri (Marketing Industrial)

Pemasaran Industri

Pemasaran industri adalah pemasaran produk dan jasa kepada organisasi-organisasi kelompok (bisnis perusahaan). Kelompok bisnis meliputi perusahaan manufaktur, BUMN, kelompok sektor swasta, lembaga pendidikan, rumah sakit, distribusi maupun dealer.

Organisasi bisnis membeli produk dan jasa untuk melayani beberapa tujuan, seperti produksi beberapa jenis barang dan jasa, memperoleh keuntungan, menekan biaya, dan lainnya.

Defining industrial marketing usually starts with one of three approaches: (l) the product definition approach, (2) the market definition approach, or (3) the marketing activity approach.

It has been suggested that the most useful definition of industrial marketing should focus first on the industrial customer and then on the industrial product. The problem with this view is that the greatest disparity in defining industrial marketing comes in defining industrial markets (the industrial customer). One definition of industrial marketing is "the marketing of goods or services to commercial enterprises, governments, and other non-profit institutions for resale to other industrial consumers or for use in the goods and services that they, in turn, produce." This follows the suggestion of concentrating first on the customer.

Another definition says "industrial marketing is the marketing of goods and services to industrial customers for use in the production of goods, for use in the operations of businesses themselves, and for use by non-political institutions." This differs in two ways from the first definition. It concentrates on product rather than market and it excludes governments (nonpolitical) while the first specifically includes political institutions (governments).

Still another author defines industrial marketing as "human activities directed toward satisfying wants and needs of professional buyers and other individuals influencing purchases in commercial, institutional, and governmental organizations through the exchange process." This definition concentrates on the marketing aspect of industrial marketing, the third outlook.

Even more marketing oriented than the last definition is the definition by the authors of a basic textbook in marketing. They say "industrial marketing is a set of activities directed toward facilitating and expediting exchange involving customers in industrial markets and industrial products." This deals exclusively with marketing, depending on further definitions to explain industrial markets and industrial products.

Pemasaran Industri Vs Pemasaran Konsumen

	Karakteristik	Pemasaran Industri	Pemasaran konsumen
Struktur pasar	Kompetisi	Oligopolistic	Monopolistic
	Permintaan	Derived	Direct
	Demand Levels	More volatile	Less volatile
	Reserve Elasticity	Frequent	Infrequent
	Total Market Size	Larger	Smaller
	Size of Buying Unit	Group	Individual
	Market Geography	Concentrated	Diffuse
Filosofi Pasar	Market segmentation	Emporographics	Demographics
	Investment requirement	Strategic	Tactical
	Market perspective	Global	Regional/national
	Tactical marketing	Profit performance	Market share
	emphasis	Technology-push	Demand-pull
	Innovation	Relationship	Transactional
	Buyer/Seller interaction	Frequent	Rare
	Reciprocity	Important	Nonexistent
Perilaku konsumen	Customer/prospect mix	Small	Large
	Order size and frequency	Large, infrequent	Small, frequent
	Purchasing motives and skills	Rational, profesional	Emotional, self gratifying
	Contractual penalties	Common	Never
	Buying povver	Strong	Weak
	Vendor loyalty	Strong	Weak
	Purehase involvement	Greater	Smaller
Keputusan Pembelian	Decision-making process	Complex, lengthy	Simple, short
	Accounting/tax	Important	Unimportant
	Purechase risk	Very HIgh	Low
Marketing Research	Orientation	Strategic	Tactical
	Research approach	Empirical	Inferential
	Questionnaire terminology	Technical	Nontechnica
	Precision of data	Rough estimates	Statistical precision
	Cost of projects	Low	High
Product/Service mix	Product life cycle	Shorter	Longer
	Product specification	Customized	Standardized
	Branding	Corporate family	Individual product
	Purehase timing	Requirement	Immediate use
	Degree of fabrication	planning	Mostly finished
Promosi	Promotional emphasis	Personal selling	Mass advertising
	Promotional objectives	Preparing for sales call	Postioning poduct and firm
	Promotional themes	Rational, factual	Fanciful, imaginative
	Role of salesperson	Problem solving	Persuasion
	Sales promotion tools	Specifications sheets, catalogs direct mail, trade show	Coupons, samples, point of purchase display
Distribution mix	Channel length	Short direct	Long direct
	Channel complexity	Complex	Simple
	Product knowladge	Strong	Weak
	Channel coverage	Direct, exclusive	Intensive, selective
	Delivery reliability	Crucial	Not critical
Price	Competitive hidding	Common	Rare
	Price negotiation	Common	Rare
	Leasing	Common	Rare
	Product life cycle costs and benefits	Important	Usually ignored
	Discount Structures	Complex	Straightforward
	Promotional Pricing	Seldom used	Frequently used

Ruang Lingkup Pemasaran Indutri

1.  Riset tentang komsumen butuhkan dan inginkan
2. Riset tentang perilaku konsumen
3.  Branding
4. Packaging
5. Promosi
6. Finnace
7. Channels of distribution
8. Pricing policies

Karakteristik Pemasaran Industri

Dalam pemasaran industri terdapat karakteristik sebagai berikut :

1. 1Konsentrasi market
2. Motif Membeli Rasional.
3. Timbal Balik
4. Hubungan pembelian yang stabil
5. Pengaruh pembelian berganda

CHARACTERISTICS O F INDUSTRIAL MARKETING

A discussion of industrial markets must begin with a look at some of the characteristics that distinguish them from consumer markets. First, and most important, the demand in industrial markets is derived. No industrial purchase would be made if it weren't for some consumer demand. All industrial sales are made to companies or institutions that sell to other companies or institutions who will, somewhere down the line, provide a product or service to ultimate consumers. This is especially apparent with companies that sell goods that become part of the final consumer product (raw material, component parts) or that are used in producing the consumer product (equipment, machine maintenance, and repair parts and services). It is beyond the scope of this paper to discuss the significance of derived demand to economic analysis, forecasting, and marketing strategy.

Derived demand is an important and unique aspect of the difference between industrial markets and consumer markets. However, there are five other characteristics which help differentiate between the two markets:

Concentrated Markets. The consumer market consists of somewhere over 200 million people. The industrial market, on the other hand, is limited to slightly over 10 million (including 2 million farmers). Also the 80/20 principal applies to industrial markets. In 1972 the top 500 of the 300,000 manufacturers (1/6 of 1%) accounted for 67% of all industrial output. In farming, less than 10% of the farmers produce over 50% of the output.

Industrial markets are also concentrated geographically. Four of the top five tire manufacturers are headquartered in Akron, Ohio. The big three auto makers are all based in Detroit, and Milwaukee and St. Louis are major beer producers. Steel and coal are concentrated in the northeast, particularly Ohio, Pennsylvania, and West Virginia.

Rational Buying Motives. Factors that influence an industrial purchase are, in general, more rational than those affecting consumer purchases. This does not mean that industrial marketing is totally rational, only more rational. Part of this is due to organizational constraints. Profit maximization or cost minimization are usually a major part of organizational goals when products and services are purchased. This can lead to restrictions as to whom to buy from, maximum prices, and terms required before a purchase is made. Purchase usually requires some level of organizational consensus. Decision makers develop areas of expertise, and some purchasing people are certified by their professional organization.

Many organizations even require bids when making a major purchase, with the low bid (meeting set specifications) automatically getting the order. Also, in organizational (industrial) purchases the decision maker may be subject to an audit at a later date. If improprieties are discovered, they could lead to termination and even legal action.

Reciprocity. This is the practice of buying goods and services from those who buy from you. Although it has been successfully attacked by the government, the practice does, and will, continue to exist. Although reciprocity cannot be required in an agreement, it is still an important issue in an industrial purchase decision. Reciprocity is rational only as long as it does not result in inferior purchases. All other things being equal (or evensimilar), a customer of the buyer will generally get the order.

Stable Buying Relations (Long-Term Relationships). Once a buying relationship is established in industrial purchasing, it is very difficult for outside sources to break into the purchase chain. A buyer usually establishes more than one supplier for a frequently used product, helping to ensure a smooth, adequate supply, maintain price competition (to prevent a drastic price increase), and prevent overdependence, but once two or three sources have been established it is difficult for a new supplier to establish a relationship. In some situations sellers and buyers set up joint ventures.

The two-way flow of information, engineering, and innovation is very pronounced in industrial marketing, where there are frequently long chains of buyer-seller relationships with many branches. A simplified example would be steel manufacturer to turbine blade manufacturer to jet engine manufacturer to airframe manufacturer to commercial airline. One of the numerous branches would be electric motor and control manufacturer to forging press manufacturer to turbine blade manufacturer. In these long chains the individual firm, when acting as a buyer, frequently is an instigator rather than a reactor (most ultimate consumers are reactors). A steel manufacturer might develop a new steel that could end up in the engine of a commercial airliner. Just as likely, though, an airline engineer might have a specification and/or an idea that leads eventually back through the chain to a new steel and also a new electric motor control to deal with the forging characteristics of the new steel. Again this two-way flow is very common and very pronounced in industrial marketing and is another reason for stable buying relationships and longterm commitments.

Sometimes, maintaining these stable relationships can be irrational. A new vendor may provide better service, improved quality, and lower prices. However, the vendor may never get a chance to make the initial sale. This may be because of inertia, reciprocity, fear of the unknown, or just lack of desire to try a new supplier.

Multiple Buying Influences. There are more buying influencers in industrial purchases than in consumer buying. Family and a few friends are about the only buying influencers in consumer purchases (usually not more than four or five maximum for most purchases) while in industrial purchase decisions everyone from the receiving clerk to the board of directors can influence the final decision. Most common of these would be the user(s), purchasing agents, warehouse personnel (if storage is required), budget directors, managers (in the areas involved), and company officers. In addition there are influencers external to the firm, such as customers and unions. As a result there can be an infinite

Kesimpulan

Pemasaran Industri dan Pemasaran Konsumen merupakan dua hal yang berbeda. Masing-masing memiliki karakteristik yang berbeda. Dalam pemasaran industri kita wajib untuk mengetahui bagaimana karakteristik dan ruang lingkupnya agar tidak salah dalam memahami dunia perindustrian.

Daftar Pustaka

GÜNAY, Yard. Doç. Dr. G. Nazan. 1999. THE NATURE OF INDUSTRIAL MARKETİNG. (https://birimler.dpu.edu.tr/app/views/panel/ckfinder/userfiles/17/files/DERG_/3/225-236.pdf)

Cooke, Ernest F. 1986. What Is Business And Industrial Marketing?. (https://tarjomefa.com/wp-content/uploads/2016/11/5625-English.pdf)

Heru Purnomo SE, MM “Manajemen Pemasaran Industri ”

https://www.academia.edu/36327286/DIKTAT_KULIAH_Manajemen_Pemasaran_Industri_UNIVERSITAS_GUNADARMA_REVIEW_MANAJEMEN_PEMASARAN