contents of the cooperative management

CHAPTER I
INTRODUCTION

A. Background

Cooperative business unit has sedikitperbedaan with other business entities in the system of marketing, production, human resources and finance. However, in the discussion this time will only discuss the cooperative marketing system.

Marketing diartikansebagai a process to facilitate goods and services from producers allocation to end consumers. The purpose of these business processes is the manufacturer or the manufacturer can achieve its objectives, namely pembli or customer satisfaction. There are even more emphasis on customer satisfaction, to the point of making the philosophy of "customer is king". so the consumer must be served and sought its satisfaction by the seller or manufacturer of an optimal so they do not run to a competitor or to another vendor.

Marketing management in the cooperative effort has little difference with other businesses, as known in the internal marketing cooperatives, which is marketing in a member. Where a member has a different treatment than non-members.

In this discussion will be presented in a simple common sense about marketing. Marketing (Marketing) in the cooperative will be reviewed from the main function, namely penyeluran which includes buying, selling, and promotion.







CHAPTER II
DISCUSSION

A. Public Understanding Marketing

Marketing is an important activity when compared with aktivitaslainnya in a company. This is caused because the company whether or not behasil in trying to depend on the success of companies in selling their products. The greater the amount of production sold greater hope of gain is the main objective perusahhan. So, marketing is an important activity in a community, especially for the company concerned.

According to WJStanton (1975.51), marketing is kesluruhan trading activities that include sales, purchasing, warehousing or storage, and promotion.

In general, the notion of marketing (marketing) is the action that causes the migration of property rights on goods and services from sellers to buyers, which led to the physical distribution of goods. The ultimate goal of any marketing effort is to place the hands of goods or services the end consumer. In the bulk of consumer cooperatives are the members themselves.

Marketing functions include the following:
1. Exchange functions, which both sell and buy raw materials and finished goods.
2. Physical procurement function that includes merchandise transport and storage, including temporary transfers.
3. The function of providing services that bear the risk, standardization, and market information.

Philip Kotler further stated that an analysis of marketing management, planning, implementation, and monitoring programs designed to create, build, and maintain a pleasant exchange with the market, in order to achieve organizational goals. Marketing activities starting from planning of the products, then produce and distribute products or services to consumers dikonsomsi the hands. In the latest development, until the goods have dikonsumsipun still be the responsibility of marketing in which it appears in the after-sales service (after sales service). the manufacturer or distributor of the damage warrants that the goods have been purchased until a certain time period. It was intended to satisfy customers and attract potential new customers, so that the quantity of sales increases in the future.


B. Marketing Approach

There are three basic pendekattan normally used in describing the marketing system (marketing approach), namely:
1. Approach commodities (commodity approach), which is studying marketing techniques better way to investigate the ins and outs of goods that can be perceived by the buyer such as the quality of goods, price, brands, and advertising.
2. institutional approach (institutional approach), which is an approach that discuss the role of institutions or agencies to move goods or services from producers to consumers, either directly or indirectly. Agency that channel this directly dekenal terms of distribution channels (channl of distribution), ie as an agent perantar traders, wholesalers, and retailers. Body of the indirect channel is a body that supports the marketing activities such as advertising agencies, billboard, print media and so on.
3. functional approach (functional approach), the approach of the main activities or functions of the marketing points that have been conducted by the marketing system. Here is all the main activities of the 'beginning to end.

In addition to the approach mentioned above, there is also an approach where the cost of this is consistent and in line with economic theory approach.

C. Cooperative Institute For Marketing

Institutions that conduct marketing activities, distributing goods and services from producers kekonsumen, and have organizational relationships with the other one is called the marketing institute. The institutions that implement this marketing function that satisfied all the needs of consumers'. Marketing elements, namely producers, distribution agencies, consumers, and governments, is expected to contribute in improving the marketing system that is more efficient.

Angota cooperatives-members consisting of producers, especially small producers referred to as producer cooperatives.

Thus, the cooperative benefit to the members, who can provide and serve the needs of the members of the raw goods with guaranteed quality, sufficient quantity, cheap price, and the appropriate time. For the next we will discuss the cooperative where producers keaadaan more important now is how to sell their products. Sales is the staring point or starting point for considering the entire business or enterprise activities.

Based on the principle of co-operative's identity, namely members of the cooperative is as owner and customer at the same time, the gift must minister to their members truly satisfying. These services can be provided with such diverse:
a. a complete service to its members only.
b. Services provided primarily to members, in addition to non-members.
c. Provide the same service, both to members and non-members.
d. The combination of the three alternatives mentioned above.

D. Weakness Marketing Cooperatives

Several factors cause tertingalnya cooperative enterprises than any other company, can be seen from peamasarannya aspects such as:
1. Pengolahaan costs are relatively high input prices, while sales of inadequate output. This causes the cooperative kuarang able to compete.
2. quality of goods produced (production) was less than satisfactory so that many customers are less satisfied.
3. production of goods is known for blum kuarang much promoted.
4. location where sales are often less strategic, far from where the buyer, and transportation from the place so difficult to achieve menibulkan reluctant to buyers.
5. weak capital market to fund a more extensive and intensive.
6. profit margin levels received very little cooperative marketing efforts are relatively long, especially in distribution channels between producers and cooperatives and the cooperatives with the buyer, including non-cooperative buyers.
7. limited information and data on the input source that can be used by the cooperative, including its procurement procedures.
8. low level of knowledge and skills of the members terhdapa pemassaran and market understanding, because most members of the cooperative are small farmers, small traders, farmers, and small fishermen. Cooperatives own party have not have the professional salespeople in carrying out its function as a marketing coordinator.
9. lack of market information for the cooperative that includes refrensi information products to customers, pricing information, information about the type and-quality goods.
10. the members as individuals, farmers or producers, small industries, and small farmers preferring to go sndiri kepasar, dealing directly with buyers, and not many take advantage to sell together, or through cooperatives.
11. marketing areas are still localized and has not been able to penetrate the market more broadly, for example, other kenegara market.

E. Marketing Efficiency

Marketing activities always endeavored to meet consumer preferences. When viewed from the point of marketing cooperatives, the cooperatives should be able to meet the preferences of members. But all marketing activities must remain oriented to efficiency. According to Saleh Safrandji divided into two namely:
1. establish loyalty in terms of sale and purchase of goods needed by the members of the cooperative.
2. strengthen the participation of members in the accumulation of capital, income, and product improvement initiatives, service, price, and cost.
Here is required the builder cooperatives in areas like:
1. review and develop, especially for agricultural commodities, the market between villages (critical link performance) to show the institutional resources to scale up the business more.
2. cooperatives can enhance their business skills (bussines power) more efficiently and effectively, for example with the concept of operational systems that reciprocal connections between managers and members of cooperatives.
3. act as a constituent cooperative initiative or integrator in order to stimulate the growth of markets more broadly.

F. Marketing for Cooperative Operations

Marketing functions performed by cooperatives include purchases, sales, and promotions.

1. sales function
This function performed by many producers cooperatives whose members are the manufacturers that produce similar goods and they can sell them separately (individually) to the market.
2. purchasing function
This function performed by many types of producer cooperatives in order to buy raw materials in which the craftsmen or small businesses often do individually and in quantities not too large.

3. promotion functions
cooperatives have a better chance of approaching the producers and craftsmen.

G. Role of Cooperatives in Marketing Cooperatives

Besides the three functions described earlier, there can be a cooperative role highlighted, namely:
1. streamline marketing channels, both market purchases and sales market, so margins are issued by the suppliers of goods can be saved.
2. that `the craftsmen, farmers, cooperative members and producers not only rely on a business / single commodity, the cooperative must develop the resulting product diversification.
3. market information, both input and output markets / products, the members must be simple and quick. This information can be either:
- Selling price is better.
- The quality and type of goods that favored consumers / potential customers.
- Location prospect area.
- Information how to save marketing costs.
- Information sources of raw materials, prices, and good quality and cheap.
- Other matters related to the marketing of goods: the purchasing power, the time of purchase, time requirements, and so on.

CHAPTER III
CLOSING

A. Conclusion

In general, the notion of marketing (marketing) is the action that causes the migration of property rights on goods and services from sellers to buyers, which led to the physical distribution of goods. The ultimate goal of any marketing effort is to place the hands of goods or services the end consumer. In the bulk of consumer cooperatives are the members themselves.

Marketing management in the cooperative effort has little difference with other businesses, as known in the internal marketing cooperatives, which is marketing in a member. Where a member has a different treatment than non-members.

Marketing functions performed by cooperatives include purchases, sales, and promotions.