BibTex RIS Kaynak Göster

Dağıtım Kanalında Bayileri Motive Etmenin Belirleyicileri: Ampirik Bir Analiz

Yıl 2005, Sayı: 9, 115 - 138, 01.06.2005

Şuayip Özdemir

Öz

Bu çalışmada üretici işletmelerin ürünlerini pazarlayan aracı işletmelerin daha fazla gayret göstermelerini sağlamak için üretici işletmelerin kullanabilecekleri araçlar üzerinde durulmuştur. Giyim ve beyaz eşya sektöründen seçilmiş 242 işletmeye bir anket uygulanarak elde edilen veriler analiz edilmiştir. Dağıtım kanalında bayileri motive edici 16 faktör tespit edilmiştir. Sonuç olarak üretici işletmelerle aracılar arasındaki ilişkileri etkileyen 9 faktör, bayileri ve bayilerle ilgili süreçleri etkileyen 4 faktör ve nihai tüketicileri ve nihai tüketicilerle ilgili süreçleri etkileyen 3 faktör tespit edilmiştir

Anahtar Kelimeler

Dağıtım kanalı motivasyon bayi

Kaynakça

  • Akın Murat, (1997) “ Dağıtım Kanallarında Dikey Rekabet ilişkisi ve Dondurulmuş Gıda Sek- töründe Bir Uygulama”, Pazarlama Dünyası, Mart- Nisan 1997, Yıl 11, Sayı 62, s. 39-45.
  • Aksoy, Haydar, (1990) Dağıtım Kanalları ve Fiziksel Dağıtım, Yeni Asya yayınları, İstanbul.
  • Altunışık, Remzi, Şuayıp Özdemir ve Ömer Torlak, (2002) Modern Pazarlama, Değişim Ya- yınları, 2. Baskı, Sakarya.
  • Anderson, C. James ve James A. Narus, (1984) “A Model of Distributor’s Perspective of Distributor-Manufacturer Working Relationships” Journal of Marketing, Vol 48, (Fall 1984) 62-74.
  • Anderson, C. James ve James A. Narus, (1990) “A Model of Distributor Firm and Manufac- turer Firm Working Partnerships” Journal of Marketing, Vol 54, (January 1990) 42-58.
  • Brenman, Rose ve Peter W. Turnbull. (1999). Adaptive Behavior in Buyer Supplier Relation- ships”. Industrial Marketing Management 28 (1999), s.481-495.
  • Byrne, s. Z., Mueller-Hanson, R.A., Cardador, J. M., Thornton, G. C., Schuler, H., Frintrup, A., Fox, S. (2004). Measuring achievement motivation: Tests of equivalency for English, German and Israeli versions of the achievement motivation inventory. Personality and Individual Differences, 37, s.203-217.
  • Claro, Danny Pimentel, Geoffrey Hagelaar ve Onno Omta, (2003) “The Determinants of Re- lational Governance and Performance: How to Manage Business Relationships?” Indus- trial Marketing Management, 32, (2003), s.703-716.
  • Dabholkar, Prabitha A. ve Sabrina M. Neeley. (1998). “Managing Interdependency: A Tazxonomy for Business-to-business Relationships”. Journal of Business & Industrial Marketing. Vol 13, No 6, s.439-460.
  • Dant, Rajiv p. ve Gregory T. Gundlach. (1998). “The Challenge of Autonomy and Dependence in Franchised Channels of Distribution”. Journal of Business Venturing, 14 (1998), s. 35- 67.
  • Dickson, Marsha A. and Li Zhang. (2004). “Supplier-retailer Relationships in China’s Distri- bution Channel for Freign Brand Apparel” Journal of Fashion Marketing and Manage- ment. Vol. 8, No 2, s. 201-220.
  • Eren, Erol. (1991). Yönetim ve Organizasyon. İstanbul Üniversitesi, İşletme Fakültesi, Yayın no: 236, İstanbul.
  • Fındıkçı, İlhami. (2000). İnsan Kaynakları Yönetimi, 2. Baskı, Alfa Yayınları, İstanbul.
  • Ghosh, Amit K., W Benoy Joseph, John T. Gardner ve Sharon V. Thach, (2003) “Under- standing Industrial Distributors’ Expectations of Benefits from Relationships with Sup- pliers”, Journal of Business & Industrial Marketing, Vol. 19, Issue 7, pp. 433-444
  • Gilliland, David I. (2003). “Toward business-to-business Channel Classification Scheme”. Industrial Marketing Management 32 (2004), s.55-67.
  • Gilliland, David I. (2004). “Designing Channel Incentives to Overcome Reseller Rejection”. Industrial Marketing Management 33 (2004), s.87-95.
  • Hansen, K. (2004). Measuring performance at trade shows Scale development and valida- tion. Journal of Business Research, 57, 1 – 13
  • Hunter, Lisa M., Chickery J Kasouf, Kevin G. Celuch ve Kathryn A. Curry. (2004). “A classi- fication of Business-to-business Buying Decisions: Risk Importance and Probability as a Framework for e-Business Benefits”. Industrial Marketing Management 33 (2004), s.145-154.
  • İncir, Gülten. (1985). Çalışanların Motivasyonuna Genel Bakış, MPM Yayınları, Ankara.
  • İslamoğlu, Ahmet Hamdi, (1999) Pazarlama Yönetimi, Stratejik ve Global Yaklaşım, Beta Yayınevi, İstanbul.
  • Kim, Keysuk ve Gary L. Frazier. (1996). “A Typology of Distribution Channel Systems: A Contextual Approach”. Industrial Marketing Review. Vol 13, No 1, s. 19-32.
  • Li, Zhan G.ve Rajiv P. Dant. (1999). Effects of Manufacturer’s Strategies on Channel Rela- tionships”. Industrial Marketing Management 28 (1999), s.131-143.
  • MacDonald, Jason B. ve Kirk Smith (2004). “The Effects of Technology-mediated commu- nication on Industrial Buyer Behavior”. Industrial Marketing Management 33 (2004), s.107-116.
  • Marshall, Ronald Scott. (2003). Building Trust Early: The Influence of Firstand Second Order Expectations on Trust in International Channels of Distribution”. International Business Review, 12 (2003), s.421-443.
  • Mirani, Robert, Deanne Moore ve John A. Weber. (2001 ) “Emerging Technologies for En- hancing Supplier–Reseller Partnerships”. Industrial Marketing Management , Vol s.101-114.
  • Shipley, David ve Colin Egan, (1992) “Power, Conflict and Co-operation in Brewer-Tenant Distribution Channels” International Journal of Service Industry Management, Vol. 3 no 4, 1992, s.44-62.
  • Tsay Andy A. (2001). Managing Retail Channel Overstock: Markdown Money and Return Policies”. Journal of Retailing, 77(2001), s.457-492.
  • Walter, Achim, Thomas Ritter and Hans Georg Gemünden. (2001) “Value Creation in Buyer– Seller Relationships Theoretical Considerations and Empirical Results from a Supplier’s Perspective” Industrial Marketing Management 30 (2001), s.365-377.
  • Weber, John A. (2001). Partnering with Resellers in Business Markets” Industrial Market- ing Management 30 (2001), s.87-99.
  • Yapraklı Şükrü, (1998). “Dağıtım Kanallarında Güç ve Çatışma (Erzurum’daki Meşrubat Bayii ve Perakendecileri Üzerinde Bir Saha Araştırması)” Pazarlama Dünyası, Kasım-Aralık 1998, Yıl 12, Sayı 72, s. 14-22.
  • Yükselen, Cemal. (2003). Pazarlama, İlkeler-Yönetim, Detay yayıncılık, Ankara

Yıl 2005, Sayı: 9, 115 - 138, 01.06.2005

Şuayip Özdemir

Öz

This study examines the tools that could be used to motivate resellers
for making more effort in marketing manufacturer products. Dataset analyzed belong
to 242 apparel and white good resellers that it is collected by a survey. It is
determined 16 factors that they motivate the resellers in a distribution channel.
According to result of the research, it is found out that 9 factors affect on relation
processes between manufacturers and intermediaries, 4 factors affect to intermediaries
and processes regarding to intermediaries, 3 factors affect to customer and
processes regarding to customers.

Anahtar Kelimeler

Distribution channel motivation reseller

Kaynakça

  • Akın Murat, (1997) “ Dağıtım Kanallarında Dikey Rekabet ilişkisi ve Dondurulmuş Gıda Sek- töründe Bir Uygulama”, Pazarlama Dünyası, Mart- Nisan 1997, Yıl 11, Sayı 62, s. 39-45.
  • Aksoy, Haydar, (1990) Dağıtım Kanalları ve Fiziksel Dağıtım, Yeni Asya yayınları, İstanbul.
  • Altunışık, Remzi, Şuayıp Özdemir ve Ömer Torlak, (2002) Modern Pazarlama, Değişim Ya- yınları, 2. Baskı, Sakarya.
  • Anderson, C. James ve James A. Narus, (1984) “A Model of Distributor’s Perspective of Distributor-Manufacturer Working Relationships” Journal of Marketing, Vol 48, (Fall 1984) 62-74.
  • Anderson, C. James ve James A. Narus, (1990) “A Model of Distributor Firm and Manufac- turer Firm Working Partnerships” Journal of Marketing, Vol 54, (January 1990) 42-58.
  • Brenman, Rose ve Peter W. Turnbull. (1999). Adaptive Behavior in Buyer Supplier Relation- ships”. Industrial Marketing Management 28 (1999), s.481-495.
  • Byrne, s. Z., Mueller-Hanson, R.A., Cardador, J. M., Thornton, G. C., Schuler, H., Frintrup, A., Fox, S. (2004). Measuring achievement motivation: Tests of equivalency for English, German and Israeli versions of the achievement motivation inventory. Personality and Individual Differences, 37, s.203-217.
  • Claro, Danny Pimentel, Geoffrey Hagelaar ve Onno Omta, (2003) “The Determinants of Re- lational Governance and Performance: How to Manage Business Relationships?” Indus- trial Marketing Management, 32, (2003), s.703-716.
  • Dabholkar, Prabitha A. ve Sabrina M. Neeley. (1998). “Managing Interdependency: A Tazxonomy for Business-to-business Relationships”. Journal of Business & Industrial Marketing. Vol 13, No 6, s.439-460.
  • Dant, Rajiv p. ve Gregory T. Gundlach. (1998). “The Challenge of Autonomy and Dependence in Franchised Channels of Distribution”. Journal of Business Venturing, 14 (1998), s. 35- 67.
  • Dickson, Marsha A. and Li Zhang. (2004). “Supplier-retailer Relationships in China’s Distri- bution Channel for Freign Brand Apparel” Journal of Fashion Marketing and Manage- ment. Vol. 8, No 2, s. 201-220.
  • Eren, Erol. (1991). Yönetim ve Organizasyon. İstanbul Üniversitesi, İşletme Fakültesi, Yayın no: 236, İstanbul.
  • Fındıkçı, İlhami. (2000). İnsan Kaynakları Yönetimi, 2. Baskı, Alfa Yayınları, İstanbul.
  • Ghosh, Amit K., W Benoy Joseph, John T. Gardner ve Sharon V. Thach, (2003) “Under- standing Industrial Distributors’ Expectations of Benefits from Relationships with Sup- pliers”, Journal of Business & Industrial Marketing, Vol. 19, Issue 7, pp. 433-444
  • Gilliland, David I. (2003). “Toward business-to-business Channel Classification Scheme”. Industrial Marketing Management 32 (2004), s.55-67.
  • Gilliland, David I. (2004). “Designing Channel Incentives to Overcome Reseller Rejection”. Industrial Marketing Management 33 (2004), s.87-95.
  • Hansen, K. (2004). Measuring performance at trade shows Scale development and valida- tion. Journal of Business Research, 57, 1 – 13
  • Hunter, Lisa M., Chickery J Kasouf, Kevin G. Celuch ve Kathryn A. Curry. (2004). “A classi- fication of Business-to-business Buying Decisions: Risk Importance and Probability as a Framework for e-Business Benefits”. Industrial Marketing Management 33 (2004), s.145-154.
  • İncir, Gülten. (1985). Çalışanların Motivasyonuna Genel Bakış, MPM Yayınları, Ankara.
  • İslamoğlu, Ahmet Hamdi, (1999) Pazarlama Yönetimi, Stratejik ve Global Yaklaşım, Beta Yayınevi, İstanbul.
  • Kim, Keysuk ve Gary L. Frazier. (1996). “A Typology of Distribution Channel Systems: A Contextual Approach”. Industrial Marketing Review. Vol 13, No 1, s. 19-32.
  • Li, Zhan G.ve Rajiv P. Dant. (1999). Effects of Manufacturer’s Strategies on Channel Rela- tionships”. Industrial Marketing Management 28 (1999), s.131-143.
  • MacDonald, Jason B. ve Kirk Smith (2004). “The Effects of Technology-mediated commu- nication on Industrial Buyer Behavior”. Industrial Marketing Management 33 (2004), s.107-116.
  • Marshall, Ronald Scott. (2003). Building Trust Early: The Influence of Firstand Second Order Expectations on Trust in International Channels of Distribution”. International Business Review, 12 (2003), s.421-443.
  • Mirani, Robert, Deanne Moore ve John A. Weber. (2001 ) “Emerging Technologies for En- hancing Supplier–Reseller Partnerships”. Industrial Marketing Management , Vol s.101-114.
  • Shipley, David ve Colin Egan, (1992) “Power, Conflict and Co-operation in Brewer-Tenant Distribution Channels” International Journal of Service Industry Management, Vol. 3 no 4, 1992, s.44-62.
  • Tsay Andy A. (2001). Managing Retail Channel Overstock: Markdown Money and Return Policies”. Journal of Retailing, 77(2001), s.457-492.
  • Walter, Achim, Thomas Ritter and Hans Georg Gemünden. (2001) “Value Creation in Buyer– Seller Relationships Theoretical Considerations and Empirical Results from a Supplier’s Perspective” Industrial Marketing Management 30 (2001), s.365-377.
  • Weber, John A. (2001). Partnering with Resellers in Business Markets” Industrial Market- ing Management 30 (2001), s.87-99.
  • Yapraklı Şükrü, (1998). “Dağıtım Kanallarında Güç ve Çatışma (Erzurum’daki Meşrubat Bayii ve Perakendecileri Üzerinde Bir Saha Araştırması)” Pazarlama Dünyası, Kasım-Aralık 1998, Yıl 12, Sayı 72, s. 14-22.
  • Yükselen, Cemal. (2003). Pazarlama, İlkeler-Yönetim, Detay yayıncılık, Ankara
Toplam 31 adet kaynakça vardır.

Ayrıntılar

Diğer ID JA72JP99GY
Bölüm Makaleler
Yazarlar

Şuayip Özdemir Bu kişi benim

Yayımlanma Tarihi 1 Haziran 2005
Yayımlandığı Sayı Yıl 2005 Sayı: 9

Kaynak Göster

APA Özdemir, Ş. (2005). Dağıtım Kanalında Bayileri Motive Etmenin Belirleyicileri: Ampirik Bir Analiz. Kocaeli Üniversitesi Sosyal Bilimler Dergisi(9), 115-138.

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