Publication: Yazılı basın ürünlerinin pazarlanmasında dağıtım fonksiyonu ve mevcut dağıtım kanallarının iyileştirilmesine yönelik öneriler
Abstract
Basın işletmeleri ürettikleri mamulün (gazete ve dergiler) özelliği itibariyle etkin ve hızlı bir dağıtım sistemine ihtiyaç duyarlar. Bu özellikler gazetelerin maksimum 6-10 saat arasında bir ömrünün olması, rakip gazetelerin varlığı ve rakip dağıtım kanallarının hız açısından büyük bir rekabet içerisinde olmasıdır. Bir gazete işletmesinin modern pazarlama anlayışı çerçevesinde ürettiği bir mamulü okuyucusuna zamanında ve okuru memnun edecek şekilde ulaştıramaması üretilen mamul için katlanılan giderleri boşa çıkaracaktır. Bu tür özellikler gazete işletmelerini en iyi ve hızlı dağıtımı yapacak şekilde organize olmaya itmiştir. Gelişmiş ülkelerin çoğunda abone kanalıyla gazete dağıtımı gerçekleşirken, Türkiye'de ise büyük oranda bayi kanalı denilen sistemle gazete ve dergiler dağıtılmaktadır. Sadece birkaç gazete abone sistemini yani doğrudan dağıtımı tercih etmiş, diğerleri ise dağıtımı üstlenen kanalda çeşitli aracıların bulunduğu dolaylı dağıtım yöntemiyle dağıtılmaktadır. Bu tezde Türkiye'de uygulanan doğrudan ve dolaylı dağıtım yapıları incelenmiş, gelişmiş ülkelerin dağıtım yapıları anlatılmış, bu kanalları kullanan basın işletmelerine kullandıkları kanalların daha da verimli duruma getirilmesi için önerilerde bulunulmuştur.
FUNCTION OF DISTRIBUTION IN MARKETING PRINTED MEDIA PRODUCTS AND PROPOSALS FOR IMPROVING AVAILABLE DISTRIBUTION CHANNELS Media corporations need an effective and fast distribution system due to the nature of their products (newspapers and magazines). This is particularly due to the facts that the newspapers have a lifetime between 6 and 10 hours and presence of rival newspapers and distribution channels create a huge competition. Failure of a newspaper corporation in making its products available for its readers in time and manner that will satisfy them, will also account for the loss of resources spent for the product which was produced under modern marketing rules. These characteristics has pushed the newspaper corporations to organize in a way which ensures more effective and faster distribution. While in most developed countries, the newspapers are distributed over subscriber channel, in Turkey the newspapers and magazines are distributed mostly through a system so-called dealer channel. Only a few newspaper has chosen the subscriber system, i.e. direct distribution while the rest are distributed through an indirect distribution method where various agents are present. In this thesis, the direct and indirect distribution structures in Turkey are reviewed, distribution structures of developed countries are explained and proposals are given for improving the channels currently used by media corporations into a more efficient form.
FUNCTION OF DISTRIBUTION IN MARKETING PRINTED MEDIA PRODUCTS AND PROPOSALS FOR IMPROVING AVAILABLE DISTRIBUTION CHANNELS Media corporations need an effective and fast distribution system due to the nature of their products (newspapers and magazines). This is particularly due to the facts that the newspapers have a lifetime between 6 and 10 hours and presence of rival newspapers and distribution channels create a huge competition. Failure of a newspaper corporation in making its products available for its readers in time and manner that will satisfy them, will also account for the loss of resources spent for the product which was produced under modern marketing rules. These characteristics has pushed the newspaper corporations to organize in a way which ensures more effective and faster distribution. While in most developed countries, the newspapers are distributed over subscriber channel, in Turkey the newspapers and magazines are distributed mostly through a system so-called dealer channel. Only a few newspaper has chosen the subscriber system, i.e. direct distribution while the rest are distributed through an indirect distribution method where various agents are present. In this thesis, the direct and indirect distribution structures in Turkey are reviewed, distribution structures of developed countries are explained and proposals are given for improving the channels currently used by media corporations into a more efficient form.