1. RckEbgEckTMnij (Distribution Channels)
Chapter 11
RckEbgEckTMnij
(Distribution Channels)

2. Kotler on Marketing
Establish channels for different target markets and aim for efficiency, control, and adaptability.

3. GVICaRckEbgEcklk;TMnij? (What is a Distribution Channel?)
KWCaGgÁPaBmanPaBcMNuHKñaeTAvijeTAmk¬GnþrkarI¦ Bak;B½n§kñúg dMenIreFVIeGay TMnij nigesvaGacrk)ansMrab;kareRbIR)as;eday GñkeRbIR)as;cugeRkay rWGñk eRbIR)as;]sSahkmµ. (A set of interdependent organizations (intermediaries) involved in the process of making a product or service available for use or consumption by the consumer or business user.)
karsMerccitþGMBIRckEbgEck Marketing KWCakarsMerccitþsMxan;bMput EdlGñk RKb;RKgRbQmnigman\T§iBledaypÞal;elIkar sMerccitþ Marketing déTeTot . (Marketing Channel decisions are among the most important decisions that management faces and will directly affect every other marketing decision.)

4. ehtuGVIRtUveRbIGnþrkarI? (Why are Marketing Intermediaries Used?)
kareRbIGnþrkarICalT§plmkBIRbsiT§iPaBrbs;vakñúgkareFVIeGayTMnijGacrk )ancMeBaH TIpSareKaledA. (The use of intermediaries results from their greater efficiency in making goods available to target markets.)
GacsMEdgskmµPaBl¥CagRkumh‘uneTAxøÜnÉg (Offer the firm more than it can achieve on it’s own through the intermediaries:)
TMnak;TMng (Contacts,)
bTBiesaFn¾ (Experience,)
ÉkeTskmµ (Specialization)
kMritRbtibtþikar (Scale of operation)
eKalbMng³ bnSIúpÁt;pÁg; BIplitkreTAtMrUvkarBIGtifiCn (Purpose: match supply from producers to demand from consumers.)

5. (Number of contacts without a distributor)
etIGñkEbgEckbnßycMnYnRckEbgEckya:gdUcemþc?
(How a Distributor Reduces the Number of Channel Transactions)
A. cMnYnTMnak;TMngedayKµanGñkEbgEck
(Number of contacts without a distributor)
M*C = 3*3 = 9 1 3 2 4 5 6 7 8 9
= Gñkplit
= GtifiCn

6. etIGñkEbgEckbnßycMnYnRckEbgEckya:gdUcemþc?
B. cMnYnTMnak;TMngedaymanGñkEbgEck
M + C = = 6
Store 1 2 3 4 5 6
= plitkr
= GñkEbgEck
= GtifiCn

7. What Work is Performed by Marketing Channels?
Channel Functions and Flows
Key functions include:
Gather information about potential and current customers, competitors, and others
Develop and disseminate persuasive communications to stimulate purchasing
Reach agreements on price and other terms so that transfer of ownership or possession can be effected
Place orders with manufacturers

8. What Work is Performed by Marketing Channels?
Acquire funds to finance inventories at different levels in the marketing channel
Assume risk connected with carrying out channel work
Provide for the successive storage and movement of physical products
Provide for buyers’ payment of their bills through banks and other financial institutions
Oversee actual transfer of ownership from one organization or person to another

9. cMnYnkMriténRckEbgEck (Number of Channel Levels)
kMritRckEbgEck-kMritnImYy²énRckEbgEck marketing Edl sMEdgkargar xøHkñúgkarnaMplitpl nigkmµsiT§ieTArkGñkTijcugeRkay (Channel Level - Each Layer of Marketing Intermediaries that Perform Some Work in Bringing the Product and its Ownership Closer to the Final Buyer.) M C
Channel 1
RckpaÞl; M R C
Channel 2
RckminpÞal; M W R C
Channel 3 M W J R C
Channel 4

10. karsMerccitþelIkarerobcMRckEbgEck (Channel Design Decisions)
viPaKtMrUvkaresvaGtifiCn (Analyzing Consumer Service Needs)
kMnt;eKaledARckEbgEck nig]bsKÁ½Á (Setting Channel Objectives & Constraints )
kMnt;CMerIssMxan;² (Identifying Major Alternatives)
karsMerccitþelIkarerobcMRckEbgEck (Channel Design Decisions)
vaytMélCMerIssMxan;² (Evaluating the Major Alternatives)
EbgEckRbBlPaB
EbgEckCMerIs
EbgEckedayELk

11. Channel-Design Decisions
Push strategy
Pull strategy
Designing a channel system involves four steps:
Analyzing customer needs
Establishing channel objectives
Identifying major channel alternatives
Evaluating major channel alternatives

12. Channel-Design Decisions
Analyze Customers’ Desired Service Output Levels
Lot size
Waiting time
Spatial convenience
Product variety
Service backup

13. Channel-Design Decisions
Establish Objectives and Constraints
Identify Major Channel Alternatives
Types of Intermediaries
Number of Intermediaries
Exclusive distribution
Exclusive dealing
Selective distribution
Intensive distribution

14. Channel-Design Decisions
Terms and Responsibilities of Channel Members
Price policy
Conditions of sale
Distributors’ territorial rights
Evaluate the Major Alternatives
Economic Criteria

15. karsMerccitþRKb;RKgRckEbgEck
CMerIssmaCikRckEbgEck
CMrujTwkcitþsmaCikRckEbgEck
vaytMélsmaCikRckEbgEck
FEEDBACK

16. Channel-Management Decisions
Selecting Channel Members
Training Channel Members
Motivating Channel Members
Producers can use:
Coercive power
Reward power
Legitimate power
Expert power
Referent power

17. Channel-Management Decisions
Distribution programming
Distributor-relations planning
Evaluating Channel Members
Modifying Channel Arrangements

18. TMnas;nig\riyabfénRckEbgEck(Channel Behavior & Conflict)
RckEbgEcknwgmanRbsiT§PaBx<s;kalNa³
smaCiknImYYy²RtUv)anRbKl;kargarEdleKGaceFVI)anl¥bMput
smaCikTaMgGs;shkarKñaedIm,IsMerceKaledAénRckEbgEck nigbMeBjcitþGtifiCneKaledA
RbsinebIvaminekIteLIg/ TMnas;ekIteLIg
TMnas;ry³TT wgekIteLIgrvagRkumh‘un enAkMritRckEbgEckdUcKña ]> GñklkraycMeBaHGñklk;ray
TMnas;ry³beNþayekIteLIgenAkMritepSgKñaénRckEtmYy ]> Gñklk;dMucMeBaHGñklk;ray
edIm,IeGayRckEbgEcksMEdgkargar)anl¥ ral;smaCikRckEbgEck TaMgGs; RtUvEtkMnt;tYnaTI ehIyRtUvRKb;RKgTMnas;.

19. rUbPaBkardwkCBa¢Ún bMBg;bgðÚr Gakas pøÚvEdk rfynþ pøÚvTwk
)anTUlay RbsiT§iPaBcMNay sMrab;TMnijbrimaNeRcIn
rfynþ
ERbRbYltameBl nigpøÚv RbsiT§PaBsMrab;cMgayCiténTMnijtMélx<s;
pøÚvTwk
cMNayTab sMrab;bBa¢ÚnbrimaNeRcIn tMélTab TMrg;yWt TMnijmingayxUc
bMBg;bgðÚr
naMeRbg ]sµ½nFmµCati CatiKImIBIRbPBenATIpSar
Gakas
cMNayx<s; Gs©arü eBlRtUvkarel,Ón rWcMgayq¶ayénTIpSar

20. eRCIserIsrUbPaBénkardwkCBa¢Ún
cMnucEdlRtUvKiteBleRCIsmeFüa)aydwkCBa¢Ún
1. el,Ón
2. PaBcMnuH
3. Gacman
4. cMNay
5. epSg²