PAZARLAMA KANALLARI YÖNETİMİNDE KONTROL ARACI OLARAK FİYATLANDIRMA

Yıl 1983, Sayı: 5, 157 - 165, 02.01.1983

Yavuz Odabaşı

Öz

There are several devices for the manufacturcrs to exeı-cise some degree of control över the channels of distribu-tion. One of these devices through which the manufacturer attempts to control the middlemen is pricing policy.

Control över the channels through pricing should be analyzed vvithin two steps. First, whcn determining approp-riate marjins for different channel levels, the manufactu-rers should consider the possible effects of their pricing decision on the total channel performance. Secondly, the manufacturers must be able to use different methods avail-able to themselves for controlling the prices at \vhich the Products are sold.

Most often, a variety of control devices are used simul-taneously on the channel mcmbcrship. VVhen the means of exercising control are combincd, effcctive price control is increased.

Anahtar Kelimeler

pazarlama kanalları, fiyatlandırma, işletme

Kaynakça

• Louis, W. Stern. «Channel Control And Interorganızation Management.» W.G. Moller ve D.L. Wileman (ed.), Marketing Channels: Systems View-poınt. Adlı kitabından, Homewood, 111. Irvvın Pub., 1971, s. 300.
• J. Taylor Sims, J. Robert foster, A.G. VVoodside. Marketing Channel: Systems And Strategles. Harper and Row Publishers, New York, 1977, s: 191.
• C. Glenn VValters. Marketing Channels. Goodyear Pub. Com., Santa Mo-nica, 1977, s. 279.
• Alfred R. Oxenfelot, Prıcrng Strategles, Amocom, New York, 1975, s. 140.
• Bert Rosenbloom, Marketing Channels: A Management View, The Dryden Press, 111. 1978, s. 230-238.
• I homas A. Staudt, D.A. Taylor, D.J. Bowersox. A. Managerial Introduc-tıon to Marketing Pı en tice. Hail, Inc. New Jersey, 1976, s. 442 - 444.
• J. Alton, «Pncing Practices And Channel Control», W.G. Moller ve DJL. Wileman (ed.) Marketing Channels : Systems Viewpolnt. Adh kitabından, Homcvvood, 111. İmin Pub., 1971, s. 236.