The document discusses supply chain coordination and the bullwhip effect. Lack of coordination can result from conflicting objectives between stages or distorted information sharing. This can cause the bullwhip effect where demand fluctuations increase moving up the supply chain. This reduces profits and coordination. Managerial levers to improve coordination include aligning goals, improving information accuracy through data sharing, reducing lead times, and building strategic partnerships through trust. Collaborative programs like CPFR can further help coordination.
1. Supply Chain Integration
2. Benefits of Supply Chain Integration
3. Push System
4. Pull System
5. Push vs Pull
6. Integration of Push and Pull Strategy
7. Lead Time and its Impact
8.Demand-Driven Strategies
Value added logistics aims to create more value in the logistics chain. Traditional carriers only focus on transportation but now provide additional services like packaging and labeling. Logistics provides value through form utility by processing raw materials, place utility by moving goods to where demand exists, time utility by having goods available when needed, and possession utility through promotional activities. Efficient logistics reduces costs and adds value through better location, time, and control advantages along the supply chain. Common value-added services include packaging, fulfillment, inventory management, and transportation management.
The document discusses various distribution strategies and concepts. It begins by defining distribution strategies and describing different channel types like intensive, selective, and exclusive distribution. It then discusses direct shipping and its advantages and challenges. Other concepts covered include intermediate inventory points distribution, traditional warehousing versus cross-docking versus centralized pooling strategies, transportation and transhipment.
S T Cargo Services offers global logistics services including warehousing, packaging, freight forwarding for air, ocean and other types of cargo. They have over 65,000 square meters of multi-user warehouse space across India connected to their global freight management network. The company provides various logistics services customized to customer needs including storage, packaging and transportation of general and specialized containers.
The document discusses various aspects of international promotion, including the meaning and objectives of promotion. It describes the key components of the promotion mix such as advertising, personal selling, sales promotion, publicity, and public relations. For each component, it outlines their definitions, objectives, types, and importance. It also discusses constraints on international advertising, methods of participating in international trade fairs, and different types of positioning in international markets.
The document discusses supply chain coordination and the bullwhip effect. Lack of coordination can result from conflicting objectives between stages or distorted information sharing. This can cause the bullwhip effect where demand fluctuations increase moving up the supply chain. This reduces profits and coordination. Managerial levers to improve coordination include aligning goals, improving information accuracy through data sharing, reducing lead times, and building strategic partnerships through trust. Collaborative programs like CPFR can further help coordination.
1. Supply Chain Integration
2. Benefits of Supply Chain Integration
3. Push System
4. Pull System
5. Push vs Pull
6. Integration of Push and Pull Strategy
7. Lead Time and its Impact
8.Demand-Driven Strategies
Value added logistics aims to create more value in the logistics chain. Traditional carriers only focus on transportation but now provide additional services like packaging and labeling. Logistics provides value through form utility by processing raw materials, place utility by moving goods to where demand exists, time utility by having goods available when needed, and possession utility through promotional activities. Efficient logistics reduces costs and adds value through better location, time, and control advantages along the supply chain. Common value-added services include packaging, fulfillment, inventory management, and transportation management.
The document discusses various distribution strategies and concepts. It begins by defining distribution strategies and describing different channel types like intensive, selective, and exclusive distribution. It then discusses direct shipping and its advantages and challenges. Other concepts covered include intermediate inventory points distribution, traditional warehousing versus cross-docking versus centralized pooling strategies, transportation and transhipment.
S T Cargo Services offers global logistics services including warehousing, packaging, freight forwarding for air, ocean and other types of cargo. They have over 65,000 square meters of multi-user warehouse space across India connected to their global freight management network. The company provides various logistics services customized to customer needs including storage, packaging and transportation of general and specialized containers.
The document discusses various aspects of international promotion, including the meaning and objectives of promotion. It describes the key components of the promotion mix such as advertising, personal selling, sales promotion, publicity, and public relations. For each component, it outlines their definitions, objectives, types, and importance. It also discusses constraints on international advertising, methods of participating in international trade fairs, and different types of positioning in international markets.
Logistics involves the flow of materials from suppliers to an organization and then out to customers. It includes planning, implementing, and controlling the efficient movement of goods and services. Materials can be both tangible items like raw materials as well as intangible things like information. A supply chain consists of the activities and materials that move through organizations from initial suppliers to final customers.
The document discusses the importance of distribution strategy for businesses. It notes that distribution affects sales, profits, and customer satisfaction. It then defines distribution and distribution channels. The rest of the document discusses factors to consider when selecting distribution channels, such as the type of channel, number of intermediaries, and whether to use a single or multiple channels. It also covers vertical and horizontal marketing systems.
Economies of scale to exploit quantity discountVishal Gupta
- When the retailer orders in a lot size of 6,325 without coordination, the annual supply chain cost is Rs. 9,803.
- With coordination and a lot size of 9,165, the annual supply chain cost decreases to Rs. 9,165 - a savings of Rs. 638.
- To incentivize the retailer to order in lots of 9,165, the manufacturer can offer a quantity discount of Rs. 2.9978 per unit for orders of 9,165 units or more.
This document discusses strategies for measuring supply chain performance. It describes performance measurement, classification of measures as qualitative or quantitative, and examples of quantitative measures including cycle time, customer service level, inventory levels, resource utilization, and financial measures. It then discusses two models for measuring supply chain performance: the SCOR model, which focuses on planning, sourcing, making, delivering, and returning, and the balanced scorecard, which measures performance across financial, customer, internal processes, and learning and growth perspectives. The document emphasizes using multi-dimensional strategies and these models to continuously improve supply chain performance.
Packaging serves several important logistics functions. It contains and protects products during transport, storage, and distribution. Proper packaging is also important for product information, marketing, and preventing tampering or theft. Effective packaging ensures goods remain in the right condition and location throughout the logistics process. It is designed based on the characteristics of the materials being shipped and the distribution environment. Packaging works together in a system of primary, secondary, and tertiary levels to facilitate safe and efficient logistics.
This document discusses supply chain integration strategies. It describes reasons for supply chain integration like reducing costs and response time. It outlines different integration methods like using technology and software. Three main strategies are described: push, pull, and push-pull. Push relies on forecasts and manuals, while pull is demand-driven. Push-pull combines both in different stages. Internet and e-business integration are also discussed for benefits like information sharing and new business models. Collaborative planning tools allow retailers and manufacturers to share sales data.
Packaging plays an important role in marketing by influencing purchase decisions. Research shows that new packaging can significantly increase sales by conveying brand messages effectively and offering convenience. For example, introducing combo meals increased orders at fast food restaurants by bundling items together conveniently. A brewery saw a 25% rise in ale sales after switching to a distinctive bottle design and updating labels. Heinz also aimed to improve convenience with a new ketchup packet that can both dip and squeeze out product easily. Effective packaging promotes products and influences consumers' choices.
The document discusses supply chain management. It defines supply chain management as strategically managing all activities involved in acquiring raw materials, converting them into finished goods, and delivering products to customers. It describes elements of effective supply chains like minimizing cycle times, demand forecast collaboration, and delaying product differentiation. It also provides examples of companies with efficient supply chains like Dell and Li & Fung that tightly coordinate activities across their virtual networks.
We have a specialized team of experts who can provide supply chain management assignment help in a desired way. EssayCorp knows that students look for quality services at an economical price, therefore we provide the best service within deadline at an affordable price. We always ensure that whenever students approach us they get satisfied every time.
The document discusses marketing channels and distribution systems. It defines key terms like channels, vertical and horizontal systems, and multichannel marketing. It also outlines factors that influence channel selection like product, market, and company considerations. Additionally, it discusses recent trends in marketing channels such as symbiotic marketing, third-party delivery, and direct marketing. The document is a comprehensive overview of marketing channels and distribution concepts.
The document summarizes the distribution channel of newspapers from the printing press to end consumers. It describes the key players like printing presses, distributors, vendors, agents, and beat boys who transport and deliver the newspapers. The printing press prints and packages the papers which are then transported to distribution depots. Distributors and vendors purchase the papers and beat boys deliver them to residential areas before dawn so readers receive the fresh papers in the morning. Precise timing is important at each step to ensure on-time delivery to consumers.
Marketing Channels
Channel Functions
Role of Intermediaries
Direct Distribution
InDirect Distribution
Marketing Channel Systems
Vertical Marketing System
Horizontal MS
Multi-channel Distribution
Distribution Channels
Spatial Discrepancy
Temporal Discrepancy
Breaking Bulk
Need for Assortment
Financial Support
Channel Flows
Three Flows Recognized
Degree of Involvement
Channel Levels
Key Learnings
Corporate VMS
Administered VMS
Contractual VMS
Vertical System
This document provides an overview of logistics and supply chain management concepts. It discusses international logistics, supply chain management, transportation infrastructure, modes of transport, export documentation, inventory management, packaging, storage facilities, trade zones, centralized vs decentralized management, outsourcing, the internet, security, and the environment. The key aspects covered include managing the flow of materials globally, integrating business processes, and factors that impact logistics decisions.
Chap 4 Designing the Distribution Network in a Supply Chainsajidsharif2022
This document discusses factors that influence distribution network design and different design options for distribution networks. It outlines key considerations for distribution network design like meeting customer needs through good service and minimizing supply chain costs. Different distribution network designs are presented, including direct shipping from manufacturers, distribution through warehouses, and retail stores. Their relative strengths in areas like response time, product variety, and costs are compared. The impacts of e-business and real-world examples of distribution networks are also covered.
This document discusses supply chain management (SCM) best practices. It provides an overview of SCM, including key objectives and challenges. SCM integration can provide benefits like increased visibility, cost reductions, and improved service levels. The document also outlines next generation SCM solutions, how to measure SCM success, and how small and medium enterprises can adopt SCM practices. It concludes with an explanation of the Supply Chain Operations Reference model (SCOR) framework.
Distribution Channel Design Management.pptKwekuJnr
This document discusses distribution channels and sales management. It defines distribution as delivering products to buyers when and where they want them. A distribution channel is a set of organizations that make a product available to consumers. Intermediaries are used for their efficiency and ability to match supply and demand. The document outlines different types of distribution channels and discusses managing channel conflict. It also discusses the role of personal selling and sales management, including organizing the sales force, directing it, and evaluating performance.
Sourcing involves purchasing goods and services and deciding whether to outsource supply chain functions. Key considerations for outsourcing include whether it will increase supply chain surplus, how much surplus the firm will capture, and potential risks. Supplier performance is evaluated based on multiple factors like price, quality, and timeliness that affect total costs. Effective sourcing decisions use supplier scoring, contracting, auctions or negotiations to improve supply chain profits through strategies like design collaboration, risk sharing, and performance incentives.
Logistics involves the flow of materials from suppliers to an organization and then out to customers. It includes planning, implementing, and controlling the efficient movement of goods and services. Materials can be both tangible items like raw materials as well as intangible things like information. A supply chain consists of the activities and materials that move through organizations from initial suppliers to final customers.
The document discusses the importance of distribution strategy for businesses. It notes that distribution affects sales, profits, and customer satisfaction. It then defines distribution and distribution channels. The rest of the document discusses factors to consider when selecting distribution channels, such as the type of channel, number of intermediaries, and whether to use a single or multiple channels. It also covers vertical and horizontal marketing systems.
Economies of scale to exploit quantity discountVishal Gupta
- When the retailer orders in a lot size of 6,325 without coordination, the annual supply chain cost is Rs. 9,803.
- With coordination and a lot size of 9,165, the annual supply chain cost decreases to Rs. 9,165 - a savings of Rs. 638.
- To incentivize the retailer to order in lots of 9,165, the manufacturer can offer a quantity discount of Rs. 2.9978 per unit for orders of 9,165 units or more.
This document discusses strategies for measuring supply chain performance. It describes performance measurement, classification of measures as qualitative or quantitative, and examples of quantitative measures including cycle time, customer service level, inventory levels, resource utilization, and financial measures. It then discusses two models for measuring supply chain performance: the SCOR model, which focuses on planning, sourcing, making, delivering, and returning, and the balanced scorecard, which measures performance across financial, customer, internal processes, and learning and growth perspectives. The document emphasizes using multi-dimensional strategies and these models to continuously improve supply chain performance.
Packaging serves several important logistics functions. It contains and protects products during transport, storage, and distribution. Proper packaging is also important for product information, marketing, and preventing tampering or theft. Effective packaging ensures goods remain in the right condition and location throughout the logistics process. It is designed based on the characteristics of the materials being shipped and the distribution environment. Packaging works together in a system of primary, secondary, and tertiary levels to facilitate safe and efficient logistics.
This document discusses supply chain integration strategies. It describes reasons for supply chain integration like reducing costs and response time. It outlines different integration methods like using technology and software. Three main strategies are described: push, pull, and push-pull. Push relies on forecasts and manuals, while pull is demand-driven. Push-pull combines both in different stages. Internet and e-business integration are also discussed for benefits like information sharing and new business models. Collaborative planning tools allow retailers and manufacturers to share sales data.
Packaging plays an important role in marketing by influencing purchase decisions. Research shows that new packaging can significantly increase sales by conveying brand messages effectively and offering convenience. For example, introducing combo meals increased orders at fast food restaurants by bundling items together conveniently. A brewery saw a 25% rise in ale sales after switching to a distinctive bottle design and updating labels. Heinz also aimed to improve convenience with a new ketchup packet that can both dip and squeeze out product easily. Effective packaging promotes products and influences consumers' choices.
The document discusses supply chain management. It defines supply chain management as strategically managing all activities involved in acquiring raw materials, converting them into finished goods, and delivering products to customers. It describes elements of effective supply chains like minimizing cycle times, demand forecast collaboration, and delaying product differentiation. It also provides examples of companies with efficient supply chains like Dell and Li & Fung that tightly coordinate activities across their virtual networks.
We have a specialized team of experts who can provide supply chain management assignment help in a desired way. EssayCorp knows that students look for quality services at an economical price, therefore we provide the best service within deadline at an affordable price. We always ensure that whenever students approach us they get satisfied every time.
The document discusses marketing channels and distribution systems. It defines key terms like channels, vertical and horizontal systems, and multichannel marketing. It also outlines factors that influence channel selection like product, market, and company considerations. Additionally, it discusses recent trends in marketing channels such as symbiotic marketing, third-party delivery, and direct marketing. The document is a comprehensive overview of marketing channels and distribution concepts.
The document summarizes the distribution channel of newspapers from the printing press to end consumers. It describes the key players like printing presses, distributors, vendors, agents, and beat boys who transport and deliver the newspapers. The printing press prints and packages the papers which are then transported to distribution depots. Distributors and vendors purchase the papers and beat boys deliver them to residential areas before dawn so readers receive the fresh papers in the morning. Precise timing is important at each step to ensure on-time delivery to consumers.
Marketing Channels
Channel Functions
Role of Intermediaries
Direct Distribution
InDirect Distribution
Marketing Channel Systems
Vertical Marketing System
Horizontal MS
Multi-channel Distribution
Distribution Channels
Spatial Discrepancy
Temporal Discrepancy
Breaking Bulk
Need for Assortment
Financial Support
Channel Flows
Three Flows Recognized
Degree of Involvement
Channel Levels
Key Learnings
Corporate VMS
Administered VMS
Contractual VMS
Vertical System
This document provides an overview of logistics and supply chain management concepts. It discusses international logistics, supply chain management, transportation infrastructure, modes of transport, export documentation, inventory management, packaging, storage facilities, trade zones, centralized vs decentralized management, outsourcing, the internet, security, and the environment. The key aspects covered include managing the flow of materials globally, integrating business processes, and factors that impact logistics decisions.
Chap 4 Designing the Distribution Network in a Supply Chainsajidsharif2022
This document discusses factors that influence distribution network design and different design options for distribution networks. It outlines key considerations for distribution network design like meeting customer needs through good service and minimizing supply chain costs. Different distribution network designs are presented, including direct shipping from manufacturers, distribution through warehouses, and retail stores. Their relative strengths in areas like response time, product variety, and costs are compared. The impacts of e-business and real-world examples of distribution networks are also covered.
This document discusses supply chain management (SCM) best practices. It provides an overview of SCM, including key objectives and challenges. SCM integration can provide benefits like increased visibility, cost reductions, and improved service levels. The document also outlines next generation SCM solutions, how to measure SCM success, and how small and medium enterprises can adopt SCM practices. It concludes with an explanation of the Supply Chain Operations Reference model (SCOR) framework.
Distribution Channel Design Management.pptKwekuJnr
This document discusses distribution channels and sales management. It defines distribution as delivering products to buyers when and where they want them. A distribution channel is a set of organizations that make a product available to consumers. Intermediaries are used for their efficiency and ability to match supply and demand. The document outlines different types of distribution channels and discusses managing channel conflict. It also discusses the role of personal selling and sales management, including organizing the sales force, directing it, and evaluating performance.
Sourcing involves purchasing goods and services and deciding whether to outsource supply chain functions. Key considerations for outsourcing include whether it will increase supply chain surplus, how much surplus the firm will capture, and potential risks. Supplier performance is evaluated based on multiple factors like price, quality, and timeliness that affect total costs. Effective sourcing decisions use supplier scoring, contracting, auctions or negotiations to improve supply chain profits through strategies like design collaboration, risk sharing, and performance incentives.
Pazarlamanın Konusu, Kapsamı, Gelişimi ve Değer KavramıDuran Güler
Pazarlamaya giriş, pazarlamanın konusu ve kapsamı, faydacı (ekonomik) değişim, sembolik değişim, karma değişim, ekonomik adam varsayımı, pazarlama insanı, pazarlamada fayda kavramı, pazarlama düşüncesinin gelişimi, üretim yaklaşımı, ürün yaklaşımı, satış yaklaşımı, pazarlama yönetimi yaklaşımı, sosyal pazarlama yaklaşımı, ilişkisel pazarlama yaklaşımı, pazarlama karması yönetimi, değer kavramı.
Hyperone Kahirenin bir banliys olan eyh Zayed Blgesind.pdfinfo334223
Hyperone, Kahire'nin bir banliys olan eyh Zayed Blgesi'nde 40.000 metrekarelik bir alan kaplayan,
lkedeki ilk tam Msrl birleik hipermarket-maazadr. 2005 ylnda kurulan zincirin baars kendi adna
konuuyor; 1.600'den fazla kiiyi istihdam etmekte ve gnde ortalama 45.000 ziyaretisi bulunmaktadr.
Hipermarketler, fiyatlar dk tutmak iin lek ekonomilerini kullanr. modelleri, ehirlerin eteklerinde
(emlak fiyatlarnn daha dk olduu yerlerde) bulunan geni maazalarn ve dk kar marjlaryla byk hacimli
mallarn satnn bir sonucu olarak dk genel giderlere dayanmaktadr. Tasarruf tketiciye aktarlr.
Hyperone byk perakende sektrnde ne kmaya devam ederken, kuruluun BT yaps bu baar yksnde
nemli bir rol oynad.
Pazar aratrmas
Msr, son yllarda perakende sektrnde nemli bir byme yaayan byk bir pazar ve iinde olmak iin ok
cazip bir yer. Ancak ayn zamanda giri ve k seviyeleri yksek, hzla olgunlayor ve kar marjlar dk. Yeni
giriler her zaman mmkndr, ancak Hyperone ile ciddi ekilde rekabet edebilmek iin muazzam bir
sermayeye ihtiyalar olacaktr. irket, yeni rakiplere daha az yer brakarak hzla byyor. Hyperone
ulusal planlar, bir fenomen haline gelen mevcut pazarlarda 120-130 birim amay ve/veya
geniletmeyi planlyor. 2008'de satlarn %12,3 orannda artmasyla, bu pazardaki potansiyel rakiplerin,
Hyperone arlkl pazara girmek iin hzl hareket etmesi ve son derece etkili bir i modeline sahip olmas
gerekecek. Perakende sektr gnlk ortak kullanm rnlerini satt iin dorudan ikamesi yoktur; Tehdit
oluturabilecek tek ikame rnler, markal rnlerin satna zarar verebilecek gri pazardan gelen rnlerdir.
Departmanl ve indirimli maazalar ayrca hazr giyim, elektronik vb. gibi uzmanlam perakende
maazalarnn youn rekabetiyle kar karyadr.
Perakendeciler tarafndan datlan eitli rn yelpazesi nedeniyle birok farkl tedariki vardr. Tedarikiler
hem yerel
ve uluslararas reticiler ve rnler doas gerei az ok standardize edildiinden, perakendeciler ve
toptanclar dk deitirme maliyetlerine sahiptir. Tedarikilerine hakim bir mteri olan Hyperone, bunu
onlar iin bir avantaj olarak kullanyor. irket, Kraft Foods, Gillette ve P&G gibi irketlerin en byk
mterisidir. Bir mteri olarak Hyperone'u korumak ve memnun etmek iin tedarikiler uygun deme
koullar, indirimler ve ncelikli teslimat tarihleri salamaya isteklidir. Bu karlkl i ilikileri, baary artran
Hyperone genelinde belirgindir.
Tketiciler artk daha sofistike ve olgun. Hyperone tarafndan sylendii gibi, imdi istiyorlar ve en iyi
hizmeti ve en iyi kaliteyi istiyorlar. Tketiciler, artan rn seeneklerinden ve artan fiyat rekabetinden
keyif alyor ve daha iyi ve daha geni seenekler talep ediyorlar. Ayrca reticilere ve perakendecilere
daha ilgili rn bilgileri vermeleri iin bask uygularlar. Sanlann aksine, Hyperone mterilerinin pazarlk
gcne sahiptir, nk Hyperone mterilerini herhangi bir rakibinin fiyatn karlayarak memnun etmeye alr.
Balca Hedefleri
Hyperone'un ynetimi, bilgi sistemleri iin bir stratejik plan benimsemitir. kilit kii, CEO, Bilgi
Sistemleri Danman ve Bilgi Sistemleri Mdr, plann.
Hyperone Kahirenin bir banliys olan eyh Zayed Blgesind.pdf
D ag itim_kanallari
1.
2. DAĞITIM KANALI
Bir malı yada hizmeti ve onun mülkiyetini üreticiden
tüketiciye yada kullanıcıya ulaştırmak üzere girişilen
çabaları, aralarında toplumsal ve ekonomik ilişkiler
kurarak sağlayan kurumlar dizisidir.
5. Dağıtım sistemi
DOĞAL VE MAKRO ÇEVRE
KOŞULLARI
YARDIMCI
PAZARLAMA
KURULUŞLARI
YARDIMCI
PAZARLAMA
KURULUŞLARI
TEMEL ÜRETİM
İMALATÇILAR
TOPTANCILAR
PERAKENDECİLER
TÜKETİCİLER
8. İlişkinin türüne göre,
kanal üyelerinin arasındaki ilişkinin türüne göre
doğrudan dağıtım
dolaylı dağıtım,
bir malın üreticiden tüketiciye ulaştırılmasında , araya
hukuksal ve ekonomik bakımdan bağımsız olan ticari
işletmelerin girmesi demektir.
Acenteler, toptancılar, perakendeciler ve benzeri
işletmeler
9. Doğrudan dağıtım,
kanal üyelerinin , dağıtımını üstlendiği mal yada
hizmetlerin dağıtım işlevinin tamamını yerine getirmesi
demektir.
Malın dağıtımında başka aracı ve ya aracılara görev
verilmemektedir.
Merkezi dağıtım
Merkezi olmayan dağıtım
olmak üzere ikiye ayrılır.
10. Merkezi dağıtım
talep noktalarının merkezi bir depodan
karşılanmasını ifade eder.
Daha etkin bir koordinasyon, yinelenen faaliyetlerin
azaltılması ve mallar üzerindeki denetimin daha etkin
bir biçimde sağlanmasına imkan verir.
Pazara ve müşterilere uzak kalması açısından
sakıncaları vardır.
11. Merkezi olmayan dağıtım
Talep noktaları çok sayıda ve tek bir yönetim altında
olmayan depolardan beslenir.
Maliyetler ve yatırımlar yüksektir.
Yinelenen faaliyetler ve stok miktarları artar.
Pazara ve müşterilere yakın olma ve bazı hizmetleri
daha etkin bir biçimde yerine getirme imkanı sağlar.
13. Geleneksel dağıtım kanalları
Bağımsız ve özerk işletmelerden oluşur.
Bu işletmeler birbirlerine zayıf bağlarla bağlıdırlar,
yatay ve dikey olarak birbirini etkilemezler ve
birbirlerinden bağımsız hareket ederler.
Ticari ilişkiler hakimdir.
Çoğunlukla küçük işletmelerden oluşturulur
Tam rekabete yakın bir rekabet vardır.
14. Dikey dağıtım kanalları
Kanal üyelerinin çabaları, faaliyet yöntemleri,
davranışları kanal içindeki liderin denetimi ve
gözetimi altındadır.
Liderlik hukuksal yada güç ilişkisine dayanır.
En önemli özelliği birbirini izleyen üretim ve dağıtım
aşamalarının tek bir mülkiyet altında birleşmiş
olmasıdır.
Örn Bir mobilyacının kendisine ait perakendeci
mağazalar açması
15. Bütünlemenin yönüne göre
Dağıtım kanalında yer alan aracılar, bir yandan
dağıtım karlarından daha fazla pay alabilmek, öte
yandan başka dağıtım kanalları karşısında rekabet
üstünlüğü elde etmek yada rekabeti karşılamak için
kanal içinde bütünleşmeye yönelirler.
Dikey bütünleşme
Yatay bütünleşme
16. Dikey bütünleşmede
bir kanal üyesi geriye doğru arz kaynaklarını, ileriye
doğru talep noktalarını eline geçirmeye, böylece hem
üretim hem de dağıtım karlarından daha fazla
yararlanmaya yönelir.
Örn. Bir perakendeci işletme geriye doğru
bütünleşerek toptancılık fonksiyonuna yönelebilir.
17. Kanalın aynı düzeyinde pazara yayılmayı ifade der.
Bir perakendeci işletme değişik yerlerde perakendeci
işletmenin şubelerini açarak zincir mağazalar
oluşturulabilir.
Yatay bütünleşme
18. Dağıtım kanalı üyeleri
Birinci grup
Dağıtım faaliyetlerinin yürütülmesine katkı sağlayan
yardımcı işletmelerdir.
Taşıma, depolama, sigorta işlemleri
İkinci grup
Ticari faaliyetleri yürüten işletmelerdir.
Acente, komisyoncu, toptancı, perakendeci
19. Kanal seçimi
Pazar özellikleri
Malın satılabileceği pazar
Pazardaki alıcı miktarı
Pazarın coğrafik yoğunluğu
Satış hacmi
Alıcıların satın alma alışkanlıkları
Alıcı türleri
Mal özellikleri
Malın tipi, fiyatı, dizaynı
Malın mevsimlik özelliği
Malın bozulabilirliği
Maldaki yenilik derecesi
Malın devir hızı
Malın gerektirdiği hizmet
Aracı özellikleri
Aracıların sağladığı hizmet
Aracıların elverişlilik derecesi
Aracıların üreticilerin politikalarına
uyabilme derecesi
İşletme özellikleri
İşletme büyüklüğü
İşletmenin finansal durumu
İşletmenin şöhreti
İşletmenin yönetimdeki başarısı
İşletmenin geçmişteki kanal deneyimi
Rekabet ve çevre özellikleri
Rekabetin özelliği
Ekonomik koşullar
20. Dağıtım politikaları
Yoğun dağıtım (entansif)
Sınırlı dağıtım
Seçimli dağıtım(selektif)
İmtiyaz tanıma şeklinde dağıtım
21. Yoğun dağıtım
Rekabet, tüketici istekleri açısından, teşhir yerlerinin, satış
noktalarının ve kolaylık maliyetlerinin önemli olduğu
durumlarda,işletme malını tüm satış noktalarında bulundurmak
ister
İşletme büyük-küçük ayırımı yapmadan malını tüm
perakendecilerde bulundurmak isterse, tüm perakendecilere
ulaşabilecek kanallarla çalışacaktır.
Yani her kademede çok sayıda aracıya yer verecektir ve kanal uzun
olacaktır.
Bu dağıtımın amacı malı mümkün olduğu kadar çok miktarda aracı
kullanarak pazara sunmaktır.
Kolayda mallar dediğimiz tüketim malları için uygundur, ekmek,
sigara
22. Sınırlı dağıtım
Bazı işletmeler mallarının dağıtımını daha yakından
denetlemek, malın saygınlığını artırmak , mala bağlı
hizmetleri daha iyi sunabilmek ve dağıtım
maliyetlerini azaltmak için az sayıda işletmelerle
çalışmaya yönelirler.
Otomobil, boya ve dayanıklı tüketim mallarında
uygulanan dağıtım politikasıdır.
23. Seçimli dağıtım
Yoğun dağıtımla sınırlı dağıtım arasında kalan bir
politikadır.
Bu politika belirli bir malın dağıtımı ile ilgilenen tüm
aracılara malı satmayı öngörmediği gibi, satış yaptığı
aracıları da sınırlı tutmaz.
Malı satmak isteyen aracıları belirli ölçütlere göre
eleyerek, kendi amaç ve hedeflerine en uygun olanları
dağıtım kanalına alır.
24. İmtiyaz tanıma şeklinde
Bu dağıtım coğrafi bir bölgede işletme malının satışını
yapmak üzere bir aracı kuruluşa o bölgede malı satma
yetkisi vermektedir.
Bu politika daha çok rakip mallardan farklılık gösteren
mallarda yaygındır. otomobil