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The fundamental framework of the market relations drawn by the Romanian adherence to E.U. implies new approaches in distribution systems establishment and administration. As a consequence it is to be noticed the need of every economical organization to grant special credit to the management of personal distributional systems projection and coordination process. At the point of extension upon new markets through the European Union, in order to handle the requirements of divers and of the each time more selective public, quite seldom, the companies decide adopting multiple or hybrid distributional channels.
Key words: hybrid distribution channels, dual distribution, extension on new markets, vertical integration. Managerial options of a company regarding the palpable configuration of distributional systems structure at the point of extension on a new European Unions market, consider the existent and previewed situation of that very market. There is effectuated an analysis on the factors that influence the extension process of the company on new markets, such as: medium dynamics, degree of diversification of the organizations business, communication possibilities and coordination of companys activities in the context of each countrys existent terms, etc. In the trial of solving as many complex problems as possible, issues appeared during the distributional process, creating new distribution organization systems such as the vertical distribution system, the equal system and the multiple channels distributional system.
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1973; John and Weitz, 1988; Lafontaine, 1992; Moriarty and Moran, 1990; Stassen and Mittelstaedt, 1995; Preston and Schramm, 1965. In terms of an empiric research, many studies inspired from the franchise systems were both units from the personal system and from the franchised, used at the same time (Oxenfeldt and Kelly, 1968-1969). Still, nowadays, many of the dual channels dont include a franchise and, for the future, it is considered that this kind of dual channels will be widespread as more and more companies combine the classic marketing channels, with new distributional channels such as those through the Internet. Mainly industry, but also the banking district, mass-media, music where a considerable part of the production could have a digital format, the new electronic distributional channels are combined with the traditional channels resulting in fundamental changes in the structure of marketing channels. In spite of their importance, there are still lacking the empiric studies on the factors affecting the implementation of dual marketing channels. The existent theories on the dual distributional channels apply different starting points. Oxenfeldt and Kelly (1968-1969), Caves and Murphy (1976) and Minkler (1992) have based their speculations on the organization theory and especially on the organizations life cycle. Agency theory was also a common starting point for studies on dual franchise system types (Rubin, 1978; Brickley and Dark, 1987; Martin, 1988; Norton, 1988; Brickley et al., 1991; Carney and Gedajlovic, 1991; Lafontaine, 1992; Gallini and Lutz, 1992; Shane, 1996, 1998; Shepard, 1993). The theory of transaction cost was interested in the systems ability to fence from opportunism (Dutta et al.; 1995b) and specialty literature in this area mainly focused on compassing the market and the conflicts that may have arisen within the channels (e.g. Moriarty and Moran, 1990; Webb and Didow, 1997).
Retailer
Producer Distributor
Selling power Authorized dealers
First companies segment
Fig.1. Exemple of hybrid distributional channel Sorce: Kotler Ph., Armstrong G., Saunders J., Wong V.: Marketing principles. Teora, Bucharest, 1998, p.975.
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Essentially, by using several distributional channels the companies benefit of many advantages such as: increasing the market penetration degree by using a new channel to reach new clients; attaining lower distributional costs as a result of using more favorable channels (selling on telephones in comparison to home selling through especially trained staff); the possibility of sells personalizing towards companies at the extent of using highly qualified sells staff for vending complex equipments. It could, therefore, be claimed that the nowadays implied distributional systems by economical factors present a dynamic complexion which program the necessity of a permanent survey of clients needs and of the methods and mechanisms through which the merchandise and personal services marketing could be attained. The decisions are usually taken regarding the existent distributional channels dimensions and the possibility of creating new ones that would be more economic and with a higher impact on considered input markets.
Bibliography:
1. 2. 3. 4. Blan.C., Logistica funcie integratoare i factor de competitivitate, Ediia a II-a revizuit i adugit, Ed. Uranus, Bucureti, 2004, p. 322 Kotler Ph., Armstrong G., Saunders J., Wong V.: Principiile Marketingului. Teora, Bucureti, 1998, p.975. Lefter C. (coordonator) Marketing , Reprografia Universitii Transilvania din Braov, 2006. Niels P. M.,- Environmental Factors Affecting, the Implementation Of Dual Marketing Channels, Department of Management Afdeling for Virksomhedsledelse, University of Aarhus c Denmark, Issn 1398-6228, 2000 Patriche D., Elemente de economia comerului, Ed Sylvi, Bucureti 2001 Patriche I., Canale de distribuie i logistic, Ed . ProUniversitaria, Bucureti, 2006.
5. 6. 7.6.
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