Da\u011f\u0131t\u0131m kanal\u0131nda \u00f6nemli bir role sahip kanal \u00fcyelerinden biri de toptanc\u0131 i\u015fletmedir. Bu i\u015fletmeler say\u0131lar\u0131n\u0131n \u00e7oklu\u011fu, k\u00fc\u00e7\u00fck \u00f6l\u00e7ekli olu\u015flar\u0131 y\u00fcz\u00fcnden s\u0131k s\u0131k tenkit edilirler. Ama, \u00f6zellikle k\u00fc\u00e7\u00fck \u00f6l\u00e7ekli \u00fcretici ve perakendecilerin h\u00e2kim oldu\u011fu pazarlarda, toptanc\u0131lar olmadan ekonomik hayat sa\u011fl\u0131kl\u0131 bir bi\u00e7imde y\u00fcr\u00fct\u00fclemez. Toptanc\u0131, temel faaliyet olarak \u00fcr\u00fcn\u00fc kendi veya ba\u011f\u0131ml\u0131s\u0131 bulundu\u011fu ki\u015filik ad\u0131na ve hesab\u0131na \u00fcreticiden sat\u0131n al\u0131p bir ba\u015fka toptanc\u0131ya, perakendeciye, end\u00fcstriyel al\u0131c\u0131ya ya da mesleki i\u015fletmeye satan i\u015fletmedir. Bu tan\u0131mda \u00fc\u00e7 \u00f6zellik bulunmaktad\u0131r. Bunlar:<\/p>\n
Ancak, T\u00fcrkiye’deki uygulamalarda kimi toptanc\u0131lar\u0131n, \u00f6zellikle ekonominin darald\u0131\u011f\u0131 d\u00f6nemlerde, t\u00fcketicilere mal satt\u0131klar\u0131 g\u00f6r\u00fclmektedir. Bu t\u00fcr i\u015fletmeler genellikle k\u00fc\u00e7\u00fck \u00f6l\u00e7ekli ve marjinal \u00f6zellik ta\u015f\u0131yan i\u015fletmelerdir. Toptanc\u0131lar\u0131n kat\u0131ld\u0131klar\u0131 temel faaliyetler; sat\u0131n alma, satma, depolama, finanslama, risk alma, b\u00f6lme ve standartla\u015ft\u0131rma, teknik yard\u0131m, mal ve marka kararlar\u0131na kat\u0131lma olarak \u00f6zetlenebilir. Toptanc\u0131n\u0131n g\u00f6revleri; biri perakendecilere \u00f6b\u00fcr\u00fc, \u00fcreticilere olmak \u00fczere iki ba\u015fl\u0131k alt\u0131nda toplanabilir.<\/p>\n
Toptanc\u0131n\u0131n Perakendecilere Y\u00f6nelik G\u00f6revleri <\/strong>K\u00fc\u00e7\u00fck perakendeci i\u015fletmeler zamanlar\u0131n\u0131n ve kaynaklar\u0131n\u0131n yetersizli\u011fi ve sat\u0131\u015flar\u0131n\u0131n d\u00fc\u015f\u00fck olu\u015fu y\u00fcz\u00fcnden \u00fcretici i\u015fletmeler kar\u015f\u0131s\u0131nda toplu sat\u0131n almalar\u0131n avantaj\u0131ndan yararlanamazlar. Bunun i\u00e7in, \u00e7ok say\u0131daki mal\u0131 az miktarlar halinde toptanc\u0131lardan sat\u0131n alarak bir avantaj elde etmeye \u00e7al\u0131\u015f\u0131rlar. Bu nedenle toptanc\u0131lar\u0131n perakendecilere kar\u015f\u0131 en \u00f6nemli g\u00f6revleri, perakendecilerin taleplerine g\u00f6re, \u00e7ok say\u0131daki mal\u0131 arz kaynaklar\u0131ndan tedarik etmektir. Bunun i\u00e7in de mal \u00e7e\u015fitlerine uygun stok miktar\u0131n\u0131 sat\u0131\u015fa haz\u0131r tutmal\u0131d\u0131rlar.<\/p>\n Toptanc\u0131lar\u0131n sat\u0131\u015flar\u0131 perakendecilere ba\u011fl\u0131 oldu\u011fundan, toptanc\u0131lar pazar ve mal konusunda perakendecileri bilgilendirmelidirler. Toptanc\u0131lar, k\u0131t kaynaklarla \u00e7al\u0131\u015fan perakendecileri desteklemek i\u00e7in onlara finansal y\u00f6nden yard\u0131mc\u0131 olmal\u0131, onlara y\u00f6nelik hizmet d\u00fczeylerini art\u0131rmal\u0131d\u0131rlar. Toptanc\u0131lar \u00fcreticilerin kendilerine sa\u011flad\u0131klar\u0131 tutundurma yard\u0131mlar\u0131n\u0131n bir b\u00f6l\u00fcm\u00fcn\u00fc perakendecilere aktararak onlar\u0131 te\u015fvik etmelidirler.<\/p>\n Toptanc\u0131lar\u0131n \u00dcreticilere Y\u00f6nelik G\u00f6revleri <\/strong>Toptanc\u0131lar\u0131n \u00fcreticilere y\u00f6nelik en \u00f6nemli g\u00f6revi, onlar\u0131n mallar\u0131na \u00f6zen g\u00f6stererek sat\u0131\u015flar\u0131na yard\u0131mc\u0131 olmalar\u0131 ve stok dengelemelerine kat\u0131lmalar\u0131d\u0131r. Ayr\u0131ca pazar, perakendeci i\u015fletme ve t\u00fcketici tepkileri ile ilgili bilgileri a\u015fa\u011f\u0131dan yukar\u0131ya do\u011fru \u00fcreticilere iletmelidirler. Toptanc\u0131n\u0131n \u00fcreticiye y\u00f6nelik g\u00f6revlerinden biri de kendinden sonraki ticaret kurumlar\u0131 ile bir nevi \u00fcretici i\u015fletme ad\u0131na ili\u015fki kurmakt\u0131r. Toptanc\u0131lar \u00fcretici i\u015fletmenin fiziksel da\u011f\u0131t\u0131m faaliyetlerine yard\u0131mc\u0131 olmak i\u00e7in, stok bulundurmak, perakendeci i\u015fletmelerin sipari\u015flerini en k\u0131sa zamanda kar\u015f\u0131lamak, \u00fcretici i\u015fletmelerin tutundurma faaliyetlerine katk\u0131 sa\u011flamak gibi g\u00f6revleri yerine getirmelidirler.<\/p>\n Franchising<\/strong><\/p>\n Franchising, temeli \u00e7ok eskilere dayanmakla birlikte, yayg\u0131n bir bi\u00e7imde 1950’lerden sonra kullan\u0131lan bir da\u011f\u0131t\u0131m sistemi ve arac\u0131 kurulu\u015f tipidir. ABD’de perakende sat\u0131\u015flar\u0131n % 50’ye yak\u0131n\u0131, Avrupa toplulu\u011funda % 25’i ve T\u00fcrkiye’de % 5’e yak\u0131n\u0131 franchising alm\u0131\u015f i\u015fletmelerce ger\u00e7ekle\u015fmektedir. Franchising’in kesin bir tan\u0131m\u0131 yap\u0131lm\u0131\u015f de\u011fildir. Ortaya \u00e7\u0131kan tan\u0131mlar daha \u00e7ok, franchising uygulamalar\u0131n\u0131n de\u011fi\u015fik tiplerine dayand\u0131r\u0131lm\u0131\u015ft\u0131r.<\/p>\n Franchising uygulamalar\u0131nda, bir veren taraf (franchisor) ve bir de alan taraf (franchisee) vard\u0131r.Veren taraf, kendisi ile ba\u011flant\u0131l\u0131 bir ismi ya da bir isim alt\u0131ndaki i\u015fi(mal ya da hizmet) franchise d\u00f6nemi i\u00e7inde y\u00fcr\u00fctmesi i\u00e7in, alan tarafa, \u00f6nceden belirlenmi\u015f bir \u00fccret kar\u015f\u0131l\u0131\u011f\u0131nda, izin vermesi olarak tan\u0131mlanabilir. Veren taraf, alan taraf\u0131n i\u015fi y\u00fcr\u00fctmesi \u00fczerinde denetim hakk\u0131na sahiptir. Yine, veren taraf, alan tarafa i\u015fin y\u00fcr\u00fct\u00fcld\u00fc\u011f\u00fc s\u00fcrede destek(e\u011fitim, ticari faaliyetlerin y\u00f6netiminde dan\u0131\u015fmanl\u0131k vb.) vermek zorundad\u0131r.S\u00f6zgelimi, bir giri\u015fimci McDonald ismi alt\u0131nda bir ma\u011fazay\u0131 i\u015fletmeye a\u00e7mak isterse, \u00f6nce McDonald ma\u011fazalar zinciri y\u00f6netimine ba\u015fvurup izin almal\u0131d\u0131r. Bu izini alan i\u015fletme (franchisee) franchising bir i\u015fletme olur ve McDonald ismini kullan\u0131r. Bu kullan\u0131m kar\u015f\u0131l\u0131\u011f\u0131nda, yap\u0131lan s\u00f6zle\u015fmeye ba\u011fl\u0131 olarak bir bedel \u00f6der. Bu bedel, sabit bir tutar olabilece\u011fi gibi, sat\u0131\u015flar\u0131n ya da k\u00e2rlar\u0131n belirli bir y\u00fczdesi de olabilir.<\/p>\n Franchising de\u011fi\u015fik bi\u00e7imlerde olabilir: <\/strong><\/p>\n \u00dcretici- perakendeci franchise’inde, \u00fcretici, ismi verendir. Perakendeci ise, ismi kullanand\u0131r. Perakendeci \u00fcretimi ya kendi yapar ya da \u00fcreticiden al\u0131r ve \u00fcreticinin ismi alt\u0131nda satar. \u00dcretici Toptanc\u0131 franchise’i, \u00fcretici isminin toptanc\u0131 taraf\u0131ndan kullan\u0131lmas\u0131n\u0131 ifade eder. Toptanc\u0131-perakendeci franchise’inde de perakendeci toptanc\u0131n\u0131n ismini kullan\u0131r. Bu sistemin hem taraflar hem de t\u00fcketiciler a\u00e7\u0131s\u0131ndan baz\u0131 yarar ve sak\u0131ncalar\u0131 vard\u0131r.<\/p>\n Veren tarafa yararlar\u0131<\/strong><\/p>\n \u2713 En az sermaye ile geni\u015f bir da\u011f\u0131t\u0131m alan\u0131 elde ederek y\u00fcksek bir sat\u0131\u015f hacmine ula\u015f\u0131r.<\/p>\n \u2713 Alan taraf kendi k\u00e2r\u0131 i\u00e7in \u00e7al\u0131\u015faca\u011f\u0131ndan, bu \u00e7al\u0131\u015fman\u0131n yarar\u0131 veren tarafa da yans\u0131r.<\/p>\n \u2713 Yerel t\u00fcketiciler yetki alm\u0131\u015f olan arac\u0131y\u0131 yabanc\u0131 bir i\u015fletme olarak de\u011fil, y\u00f6resel bir i\u015fletme olarak de\u011ferlendirir.<\/p>\n \u2713 Veren taraf yeni yat\u0131r\u0131m yapmadan gelir elde eder ki, bu, yat\u0131r\u0131m \u00fczerinden daha y\u00fcksek k\u00e2rl\u0131l\u0131k demektir.<\/p>\n \u2713 Veren i\u015fletmeye geni\u015f bir te\u015fhir ve da\u011f\u0131t\u0131m olana\u011f\u0131 sa\u011flar.<\/p>\n Sak\u0131ncalar\u0131<\/strong><\/p>\n \u2713<\/strong> Alan taraf\u0131n \u00f6dedi\u011fi bedelin sat\u0131\u015f ve k\u00e2r hacmine g\u00f6re d\u00fc\u015f\u00fck oldu\u011fu ileri s\u00fcr\u00fclmektedir.<\/p>\n \u2713<\/strong> Veren taraf\u0131n alan taraf \u00fczerinde etkin bir denetim kurmas\u0131 zor olabilmekte, bu da veren taraf\u0131n imaj\u0131n\u0131 olumsuz y\u00f6nde etkileyebilmektedir.<\/p>\n \u2713<\/strong> Alan taraf ba\u015far\u0131s\u0131z olursa, veren taraf bundan zarar g\u00f6r\u00fcr.<\/p>\n \u2713<\/strong> Etkili olabilecek i\u015fletmecilik uygulamalar\u0131n\u0131 alan tarafa kabul ettirmek zor olabilir.<\/p>\n \u2713<\/strong> Alan taraf\u0131n iyi bir i\u015fletmeci olaca\u011f\u0131 \u00f6nceden kestirilemeyebilir.<\/p>\n Alan taraf\u0131n yararlar\u0131<\/strong><\/p>\n \u2713 Kaynaklar\u0131 k\u0131t ve k\u00fc\u00e7\u00fck olan giri\u015fimciye kendi i\u015fini kurma ve b\u00fcy\u00fctme olana\u011f\u0131 sa\u011flar.<\/p>\n \u2713 Bilinen bir isim alt\u0131nda mal satmak tutundurma ve da\u011f\u0131t\u0131m maliyetlerinden tasarruf sa\u011flar.<\/p>\n \u2713 Veren taraftan al\u0131nan destek sayesinde risk azalt\u0131labilir.<\/p>\n \u2713 Veren taraf\u0131n bilgi ve ara\u015ft\u0131rmalar\u0131ndan yararlan\u0131l\u0131r.<\/p>\n \u2713 Anla\u015fmalara ba\u011fl\u0131 olarak belirli bir co\u011frafi alandaki potansiyelden yararlan\u0131l\u0131r.<\/p>\n Alan taraf a\u00e7\u0131s\u0131ndan sak\u0131ncalar\u0131<\/strong><\/p>\n \u2713 Veren taraf\u0131n i\u015f anlay\u0131\u015f\u0131 ve denetimi, alan taraf\u0131n yarat\u0131c\u0131 yeteneklerini i\u015fe katmas\u0131n\u0131 engelleyebilir.<\/p>\n \u2713 Veren taraf\u0131n k\u00f6t\u00fc y\u00f6netiminden ya da ba\u015fka uygulamalar\u0131ndan kaynaklanan imaj kayb\u0131, alan taraf\u0131 olumsuz y\u00f6nde etkiler.<\/p>\n \u2713 Veren taraf\u0131n sundu\u011fu hizmetlere kar\u015f\u0131l\u0131k ald\u0131\u011f\u0131 bedel, piyasa fiyatlar\u0131na g\u00f6re y\u00fcksek olabilir.<\/p>\n \u2713 Veren taraf\u0131n i\u015fletmeyi tamamen satmas\u0131 durumunda, yeni bir y\u00f6netim i\u015f ba\u015f\u0131na gelir. Alan taraf, bu yeni y\u00f6netimle anla\u015famayabilir.<\/p>\n T\u00fcketicilere yarar\u0131<\/strong><\/p>\n \u2713 T\u00fcketiciler daha kaliteli mal ve hizmet sat\u0131n alma olana\u011f\u0131 elde ederler.<\/p>\n \u2713 T\u00fcketici korunmas\u0131na kar\u015f\u0131 bu ma\u011fazalar daha duyarl\u0131 olmak zorundad\u0131rlar.<\/p>\n \u2713 Buna kar\u015f\u0131l\u0131k, oligopol pazar olu\u015fturmalar\u0131 gibi sak\u0131ncas\u0131 vard\u0131r.<\/p>\n Kaynak: Marketing Management – Kotler.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":" Da\u011f\u0131t\u0131m kanal\u0131nda \u00f6nemli bir role sahip kanal \u00fcyelerinden biri de toptanc\u0131 i\u015fletmedir. Bu i\u015fletmeler say\u0131lar\u0131n\u0131n \u00e7oklu\u011fu, k\u00fc\u00e7\u00fck \u00f6l\u00e7ekli olu\u015flar\u0131 y\u00fcz\u00fcnden s\u0131k s\u0131k tenkit edilirler. Ama, \u00f6zellikle k\u00fc\u00e7\u00fck \u00f6l\u00e7ekli \u00fcretici ve perakendecilerin h\u00e2kim oldu\u011fu pazarlarda, toptanc\u0131lar olmadan ekonomik hayat sa\u011fl\u0131kl\u0131 bir bi\u00e7imde y\u00fcr\u00fct\u00fclemez. Toptanc\u0131, temel faaliyet olarak \u00fcr\u00fcn\u00fc kendi veya ba\u011f\u0131ml\u0131s\u0131 bulundu\u011fu ki\u015filik ad\u0131na ve hesab\u0131na […]<\/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\/904"}],"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=904"}],"version-history":[{"count":6,"href":"https:\/\/aslantozcan.com\/index.php?rest_route=\/wp\/v2\/posts\/904\/revisions"}],"predecessor-version":[{"id":1103,"href":"https:\/\/aslantozcan.com\/index.php?rest_route=\/wp\/v2\/posts\/904\/revisions\/1103"}],"wp:attachment":[{"href":"https:\/\/aslantozcan.com\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=904"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/aslantozcan.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=904"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/aslantozcan.com\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=904"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}