ANALISIS PELAKSANAAN DISTRIBUSI PENJUALAN PRODUK PERCETAKAN BUKU ( Kasus Kantor Perwakilan PT. Penerbit Erlanga di Pekanbaru )

Abstract

Each company’s goods and services will not be apart from the problem of
distribution of goods produced. The manufacturer reserves the right to determine distribution
policy which will be selected and adjusted with the type of goods as well as the extent of a
sales force that will be used. If the firm is in the increasingly sharp competition, companies
must immediately conduct a study of its market. Market research aims to identify the needs
and tastes of consumers and, if possible, stimulating demand and creating new agents. And
establishment is successful in marketing if the company can market the stuff widely and
evenly with a maximum benefit.
Therefore, the management company is required to always remain responsive in
adapting to continuous environmental change occurs and has effects on the economic state of
the company, because that company is required to determine the effective distribution
channels. This research was conducted in PT Penerbit Erlangga Representative Office,
located at jalan Soekarno-Hatta Pekanbaru. Penerbit Erlangga is central in Jakarta.This
study aims to determine distribution that performed by PT Penerbit Erlangga Representative
Office to increase their sales volume.
Authors conclude from the results of this study, the method used in this research is
descriptive method, where as the type of research using quantitative. From the result of
research, actually PT Penerbit Erlangga Representative just can perform fine to standard of
time distribution and geography than the other : Transportation, Service of distribution, and
schedule of distribution
Keywords : Distribution, Sales, Management, Marketing