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INTRODUCTION
Pengantar
In the world of business procurement and purchasing ,the term "supply chain
management" is heard with increasing frequency. A supply chain has been defined
as, "encompassing all activities associated with the flow and transformation of
goods from the raw materials (extraction) stage, through to the end user"
(Handfield and Nichols 1999). Supply chain management has been defined as "a
systems approach to managing the entire flow of information, materials, and
services from raw materials suppliers through factories and warehouses to the endcustomer (Leenders and Fearon 1997). Obviously, from these definitions, supply
chain management is a broadly encompassing concept that can include basic
marketing elements such as product, price, place (channels), and communications
(promotion). However, while supply chains exist in both manufacturing and
APPROACH /Pensekatan
To explore the marketing implications of supply chain management, we will
compare supply chain management, as defined by its objectives and characteristics,
to to key elements of the marketing process. To make this practical in a rather short
paper we will use a simplified list of the objectives and characteristics of supply
chain management as descriptive of the supply chain management environment.
We will also use a somewhat simplified list of marketing process elements.
Following discussion of implications, recommended marketing actions will be
developed and conclusions drawn. Since the objective of this paper is to develop
Minimum overall
After combining some of the seemingly related items, the supply chain
management objectives/characteristics to be used for comparison to elements of
the marketing process are as follows:
Supply Chain Management Objectives/Characteristics
Manage the entire supply chain process as a single entity Reduce total supply
chain costs Reduce cycle time in processes and in product development
Improve customer satisfaction Joint planning, share information and risks, team
approaches Fewer suppliers/parties involved in the supply chain, longer-term
relationships Minimum inventory investment throughout the supply chain
Marketing and the Marketing Process
Because supply chain management involves the integrated management of the
entire supply chain from raw material to end user, marketing may be involved in
two types of situations vis-a-vis supply chain management: (1)Marketing's firm
may be a supplier into a supply chain managed business situation or,
(2)Marketing's firm may be the buyer or customer in a supply chain managed
business situation. The classic marketing situation, or course, would be the first
one where marketing's firm is the supplier. Most discussion will be with regard to
that situation. "Marketing" has been defined by the AMA as, "the process of
planning and executing the conception, pricing, promotion, and distribution of
ideas, goods, and services to create exchanges that satisfy individual and
organizational objectives"(American Marketing Association 1985), and by others,
for example, as the discovery of needs and the satisfaction of them through
exchange (Berkowitz, et al 1994). The following simplified list of marketing
process elements will be used for the analysis: