{"id":897,"date":"2017-12-02T23:26:14","date_gmt":"2017-12-02T20:26:14","guid":{"rendered":"http:\/\/aslantozcan.com\/?p=897"},"modified":"2020-05-17T19:39:10","modified_gmt":"2020-05-17T16:39:10","slug":"dagitim-kanallari-giris-2","status":"publish","type":"post","link":"https:\/\/aslantozcan.com\/?p=897","title":{"rendered":"Da\u011f\u0131t\u0131m kanallar\u0131n\u0131n s\u0131n\u0131fland\u0131r\u0131lmas\u0131 (Da\u011f\u0131t\u0131m kanallar\u0131 giri\u015f-2)"},"content":{"rendered":"

1.4. DA\u011eITIM KANALLARININ SINIFLANDIRILMASI<\/strong><\/p>\n

Literat\u00fcrde da\u011f\u0131t\u0131m kanallar\u0131 de\u011fi\u015fik g\u00f6r\u00fc\u015f a\u00e7\u0131lar\u0131na g\u00f6re s\u0131n\u0131fland\u0131r\u0131lmaktad\u0131r. Bu s\u0131n\u0131fland\u0131rmalar aras\u0131nda tam bir b\u00fct\u00fcnl\u00fck oldu\u011fu s\u00f6ylenemez. S\u0131n\u0131fland\u0131rma genellikle, \u015fu ilkelere g\u00f6re yap\u0131lmaktad\u0131r:<\/p>\n

    \n
  1. \u00dcyeler aras\u0131ndaki ili\u015fkinin t\u00fcr\u00fcne g\u00f6re,<\/li>\n
  2. Y\u00f6netim stratejilerine g\u00f6re,<\/li>\n
  3. B\u00fct\u00fcnle\u015fmenin y\u00f6n\u00fcne g\u00f6re,<\/li>\n
  4. i\u015fletmedeki karar alanlar\u0131na g\u00f6re.<\/li>\n<\/ol>\n

    1.4.1. \u0130li\u015fkinin T\u00fcr\u00fcne G\u00f6re Da\u011f\u0131t\u0131m Kanallar\u0131<\/strong><\/p>\n

    Kanal \u00fcyeleri aras\u0131ndaki ili\u015fkinin do\u011frudan ya da dolayl\u0131 olu\u015funa g\u00f6re, da\u011f\u0131t\u0131m kanallar\u0131 s\u0131n\u0131fland\u0131r\u0131labilir. Do\u011frudan da\u011f\u0131t\u0131m, kanal \u00fcyelerinin, da\u011f\u0131t\u0131m\u0131n\u0131 \u00fcstlendi\u011fi mal ya da hizmetlerin da\u011f\u0131t\u0131m i\u015flevinin tamam\u0131n\u0131 yerine getirmesi demektir. Yani, mal\u0131n da\u011f\u0131t\u0131m\u0131nda ba\u015fka bir arac\u0131 ya da arac\u0131lara g\u00f6rev verilmemektedir. B\u00f6yle bir da\u011f\u0131t\u0131m\u0131n ger\u00e7ekle\u015ftirilebilmesi i\u00e7in, baz\u0131 ko\u015fullar\u0131n bulunmas\u0131 gerekir. Bunlar:<\/p>\n

      \n
    1. \u00dcretimle t\u00fcketim noktalar\u0131 aras\u0131ndaki mesafenin k\u0131sa olmas\u0131,<\/li>\n
    2. \u00dcretimle t\u00fcketim h\u0131z\u0131n\u0131n ayn\u0131 olmas\u0131,<\/li>\n
    3. T\u00fcketici ya da m\u00fc\u015fteri say\u0131lar\u0131n\u0131n az ya da belirli merkezlerde toplanm\u0131\u015f olmas\u0131,<\/li>\n
    4. Bir defada yap\u0131lan sat\u0131n alma hacminin ya da birim fiyat\u0131n y\u00fcksek olmas\u0131,<\/li>\n
    5. Mal\u0131n yeterince standartla\u015ft\u0131r\u0131lm\u0131\u015f olmas\u0131 olarak \u00f6zetlenebilir.<\/li>\n<\/ol>\n

      Do\u011frudan da\u011f\u0131t\u0131m, merkezi ve merkezi olmayan olmak \u00fczere iki bi\u00e7imde y\u00fcr\u00fct\u00fcl\u00fcr. Merkezi da\u011f\u0131t\u0131m, talep noktalar\u0131n\u0131n merkezi bir depodan ikmal edilmesini ifade eder. Merkezi da\u011f\u0131t\u0131m; daha etkin bir koordinasyon, yinelenen faaliyetlerin azalt\u0131lmas\u0131 ve mallar \u00fczerindeki denetimin daha etkin bi\u00e7imde sa\u011flanmas\u0131na imkan vermesi gibi \u00fcst\u00fcnl\u00fcklere sahiptir. Buna kar\u015f\u0131l\u0131k pazara ve m\u00fc\u015fterilere uzak kalmas\u0131 gibi sak\u0131ncalar\u0131 vard\u0131r. Ancak, son y\u0131llarda bilgisayar ve Internet teknolojisindeki h\u0131zl\u0131 geli\u015fme, \u00fcretici i\u015fletmelerin do\u011frudan da\u011f\u0131t\u0131m yapabilmelerine b\u00fcy\u00fck katk\u0131 sa\u011flamaktad\u0131r. Katalog sat\u0131\u015flar\u0131n\u0131n yerini Veb sayfalar\u0131 al\u0131yor ve Internet arac\u0131l\u0131\u011f\u0131 ile yap\u0131lan do\u011frudan da\u011f\u0131t\u0131m\u0131n pay\u0131 giderek art\u0131yor.<\/p>\n

      Merkezi olmayan da\u011f\u0131t\u0131mda ise, talep noktalar\u0131 \u00e7ok say\u0131da ve tek bir y\u00f6netim alt\u0131nda olmayan depolardan beslenir. Bu t\u00fcr da\u011f\u0131t\u0131mda maliyetler ve yat\u0131r\u0131mlar y\u00fcksektir. Yinelenen faaliyetler ve gerekli olan asgari stok miktarlar\u0131 artar. Buna kar\u015f\u0131l\u0131k pazara ve m\u00fc\u015fterilere yak\u0131n olma ve baz\u0131 hizmetleri daha etkin bi\u00e7imde yerine getirme imk\u00e2n\u0131 sa\u011flama gibi \u00fcst\u00fcnl\u00fckleri vard\u0131r.<\/p>\n

      Dolayl\u0131 da\u011f\u0131t\u0131m, bir mal\u0131n \u00fcreticiden t\u00fcketiciye aktar\u0131lmas\u0131nda, araya hukuksal ve ekonomik bak\u0131mdan ba\u011f\u0131ms\u0131z olan ticari i\u015fletmelerin girmesi demektir. Bu arac\u0131lar; acenteler, toptanc\u0131lar, perakendeciler ve bunlara benzer i\u015fletmelerdir.<\/p>\n

      1.4.2. Y\u00f6netim Stratejilerine G\u00f6re Da\u011f\u0131t\u0131m Kanallar\u0131<\/strong><\/p>\n

      Da\u011f\u0131t\u0131m kanallar\u0131, y\u00f6netim bak\u0131m\u0131ndan bireysel (geleneksel) ve dikey da\u011f\u0131t\u0131m kanallar\u0131 olmak \u00fczere ikiye ayr\u0131l\u0131r.<\/p>\n

      Geleneksel da\u011f\u0131t\u0131m kanallar\u0131;<\/strong> ba\u011f\u0131ms\u0131z ve \u00f6zerk i\u015fletmelerden olu\u015fur. Bu \u00f6zerk ve ba\u011f\u0131ms\u0131z i\u015fletmeler birbirlerine nispeten zay\u0131f ba\u011flarla ba\u011fl\u0131, birbirlerini yatay ve dikey olarak etkileyemeyen ve birbirlerinden ba\u011f\u0131ms\u0131z hareket edebilen i\u015fletmelerdir. Ticari ili\u015fkilerin hakim oldu\u011fu bu t\u00fcr kanallarda, hi\u00e7bir i\u015fletme ne kendinden \u00f6ncekilere ne de kendinden sonrakilere hukuki olarak ba\u011f\u0131ml\u0131d\u0131r. Ba\u011f\u0131ms\u0131z, \u00f6zerk ve \u00e7o\u011funlukla k\u00fc\u00e7\u00fck i\u015fletmelerce olu\u015fturulan bu geleneksel da\u011f\u0131t\u0131m kanallar\u0131nda tam rekabete yak\u0131n ko\u015fullar\u0131n oldu\u011fu s\u00f6ylenebilir.<\/p>\n

      Dikey da\u011f\u0131t\u0131m kanallar\u0131 sisteminde, kanal \u00fcyelerinin \u00e7abalan, faaliyet y\u00f6ntemleri ve hatta davran\u0131\u015flar\u0131, kanal i\u00e7indeki liderin denetimi ve g\u00f6zetimi alt\u0131ndad\u0131r. Dikey pazarlama sistemindeki liderlik hukuksal ya da g\u00fc\u00e7 ili\u015fkisine dayan\u0131r. Dikey da\u011f\u0131t\u0131m kanallar\u0131 sistemi, iyi kurulup i\u015fletildi\u011fi takdirde, geleneksel da\u011f\u0131t\u0131m kanallar\u0131 sistemine g\u00f6re daha etkin bir rekabet \u00fcst\u00fcnl\u00fc\u011f\u00fc sa\u011flayabilir. \u00c7\u00fcnk\u00fc bu sistemde tekrarlanan faaliyetleri ortadan kald\u0131rmak ve \u00fcyeler aras\u0131nda etkin bir koordinasyon ve i\u015fbirli\u011fi sa\u011flamak m\u00fcmk\u00fcnd\u00fcr.<\/p>\n

      Hukuksal dikey pazarlama sisteminin belirgin \u00f6zelli\u011fi, birbirini izleyen \u00fcretim ve da\u011f\u0131t\u0131m a\u015famalar\u0131n\u0131n tek bir m\u00fclkiyet alt\u0131nda birle\u015fmi\u015f olmas\u0131d\u0131r. S\u00f6zgelimi, bir mobilya \u00fcreticisinin kendine ba\u011fl\u0131 perakendeci ma\u011fazalar a\u00e7mas\u0131, i\u015fletmenin kendi dikey pazarlama sistemini olu\u015fturmas\u0131d\u0131r.<\/p>\n

      Y\u00f6netsel dikey pazarlama sisteminde, kanal \u00fcyelerinden biri elinde bulundurdu\u011fu g\u00fcce dayanarak \u00f6teki kanal \u00fcyelerini y\u00f6nlendirir, y\u00f6netir ya da denetim alt\u0131nda tutar. G\u00fc\u00e7l\u00fc markaya sahip bir i\u015fletmenin, arac\u0131lar\u0131 diledi\u011fi gibi y\u00f6netmesi buna \u00f6rnek verilebilir.<\/p>\n

      S\u00f6zle\u015fmeli dikey pazarlama sisteminde de, kanal \u00fcyeleri programlar\u0131n\u0131, sat\u0131\u015f ko\u015fullar\u0131n\u0131 ya da \u00f6teki pazarlama faaliyetlerini nas\u0131l y\u00fcr\u00fcteceklerini ve neleri yapamayacaklar\u0131n\u0131 bir s\u00f6zle\u015fme ile belirlerler, i\u015fletmeler ba\u011f\u0131ms\u0131zd\u0131rlar ama, benzer ama\u00e7lar\u0131 ger\u00e7ekle\u015ftirmek i\u00e7in aralar\u0131nda bir s\u00f6zle\u015fme d\u00fczenleyerek s\u00f6z konusu mal\u0131n da\u011f\u0131t\u0131m\u0131n\u0131 ger\u00e7ekle\u015ftirmeye \u00e7al\u0131\u015f\u0131rlar.<\/p>\n

      Da\u011f\u0131t\u0131m kanallar\u0131 aras\u0131ndaki rekabet, baz\u0131 kanal \u00fcyelerini bir araya getirerek kendi aralar\u0131nda bir kanal liderinin liderli\u011finde \u00f6rg\u00fctlenmelerine neden olur. B\u00f6yle bir \u00f6rg\u00fctlenmeden ama\u00e7, rekabetin neden oldu\u011fu olumsuzluklar\u0131 ortadan kald\u0131rmak ya da azaltmakt\u0131r. Bu t\u00fcr \u00f6rg\u00fctlenmelere verilebilecek en \u00e7arp\u0131c\u0131 \u00f6rnek, toptanc\u0131lar\u0131n liderli\u011finde olu\u015fturulan k\u00fc\u00e7\u00fck perakendeci zincirleridir.<\/p>\n

      1.4.3. B\u00fct\u00fcnle\u015fmenin Y\u00f6n\u00fcne G\u00f6re Da\u011f\u0131t\u0131m Kanallar\u0131<\/strong><\/p>\n

      Da\u011f\u0131t\u0131m kanal\u0131nda yer alan arac\u0131lar, bir yandan da\u011f\u0131t\u0131m k\u00e2rlar\u0131ndan daha fazla pay alabilmek, \u00f6te yandan ba\u015fka da\u011f\u0131t\u0131m kanallar\u0131 kar\u015f\u0131s\u0131nda rekabet \u00fcst\u00fcnl\u00fc\u011f\u00fc elde etmek ya da rekabeti kar\u015f\u0131lamak i\u00e7in, kanal i\u00e7inde b\u00fct\u00fcnle\u015fmeye y\u00f6nelirler. B\u00fct\u00fcnle\u015fme dikey ve yatay ikisi bir arada olabilir.<\/p>\n

      Dikey b\u00fct\u00fcnle\u015fmede, bir kanal \u00fcyesi geriye do\u011fru arz kaynaklar\u0131n\u0131, ileriye do\u011fru talep noktalar\u0131n\u0131 ele ge\u00e7irmeye, b\u00f6ylece hem \u00fcretim, hem de da\u011f\u0131t\u0131m k\u00e2rlar\u0131ndan daha fazla yararlanmaya y\u00f6nelir. B\u00fct\u00fcnle\u015fme, kanal\u0131n her d\u00fczeyinde ba\u015flayabilir. S\u00f6zgelimi, bir perakendeci i\u015fletme, geriye do\u011fru b\u00fct\u00fcnle\u015ferek toptanc\u0131l\u0131k fonksiyonuna y\u00f6nelebilir.<\/p>\n

      Yatay b\u00fct\u00fcnle\u015fme ise, kanal\u0131n ayn\u0131 d\u00fczeyinde pazara yay\u0131lmay\u0131 ifade eder. Bir perakendeci i\u015fletme de\u011fi\u015fik yerlerde perakendeci i\u015fletmenin \u015fubelerini a\u00e7arak zincir ma\u011fazalar olu\u015fturabilir.<\/p>\n

      Kaynak: Marketing Management – Kotler.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

      1.4. DA\u011eITIM KANALLARININ SINIFLANDIRILMASI Literat\u00fcrde da\u011f\u0131t\u0131m kanallar\u0131 de\u011fi\u015fik g\u00f6r\u00fc\u015f a\u00e7\u0131lar\u0131na g\u00f6re s\u0131n\u0131fland\u0131r\u0131lmaktad\u0131r. Bu s\u0131n\u0131fland\u0131rmalar aras\u0131nda tam bir b\u00fct\u00fcnl\u00fck oldu\u011fu s\u00f6ylenemez. S\u0131n\u0131fland\u0131rma genellikle, \u015fu ilkelere g\u00f6re yap\u0131lmaktad\u0131r: \u00dcyeler aras\u0131ndaki ili\u015fkinin t\u00fcr\u00fcne g\u00f6re, Y\u00f6netim stratejilerine g\u00f6re, B\u00fct\u00fcnle\u015fmenin y\u00f6n\u00fcne g\u00f6re, i\u015fletmedeki karar alanlar\u0131na g\u00f6re. 1.4.1. \u0130li\u015fkinin T\u00fcr\u00fcne G\u00f6re Da\u011f\u0131t\u0131m Kanallar\u0131 Kanal \u00fcyeleri aras\u0131ndaki ili\u015fkinin do\u011frudan ya da dolayl\u0131 […]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[3],"tags":[],"_links":{"self":[{"href":"https:\/\/aslantozcan.com\/index.php?rest_route=\/wp\/v2\/posts\/897"}],"collection":[{"href":"https:\/\/aslantozcan.com\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/aslantozcan.com\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/aslantozcan.com\/index.php?rest_route=\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/aslantozcan.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=897"}],"version-history":[{"count":4,"href":"https:\/\/aslantozcan.com\/index.php?rest_route=\/wp\/v2\/posts\/897\/revisions"}],"predecessor-version":[{"id":1105,"href":"https:\/\/aslantozcan.com\/index.php?rest_route=\/wp\/v2\/posts\/897\/revisions\/1105"}],"wp:attachment":[{"href":"https:\/\/aslantozcan.com\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=897"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/aslantozcan.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=897"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/aslantozcan.com\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=897"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}