DISTRIBUTION CHANNELS AND THEIR ROLES IN THE ENTERPRISE - Polish Journal of Management Studies

Search
Polish Journal of Management Studies
 ISSN 2081-7452
Go to content

Main menu:

DISTRIBUTION CHANNELS AND THEIR ROLES IN THE ENTERPRISE

Abstracts > Vol 6

DISTRIBUTION CHANNELS AND THEIR ROLES IN THE ENTERPRISE
Szopa P., Pękała W.


Abstract:
The paper discusses the   distribution channels , their  structural and functional   classification   and the importance of   intermediaries   in the flow of   goods   between   the manufacturer and purchaser .  Pointed to the   rapidly   growing share of   electronic distribution channels   and   the conditions   of their   market dominance   in   the medium term.

Keywords: logistic management, distribution channels, e-commerce

Introduction

The The realisation process of a marketing strategy of a company lies not only in achiving specific production goals and a proper communication with recipients during realization of the promotion phase. Its constant and very important factor is to provide finished products to customers. A basic condition for achieving goals set out in the trade is that the finished product meets the needs of the consumer, in particular it has a suitable form and it is delivered at the right time and place. To be complient with this requirement means to take action and implement the elements included in the marketing-mix, which is the distribution of goods one of the processes of market support, containing within itself all the decisions and actions related to the manufacturer's communication with end customers. Intermediaries create marketing distribution channel.
Distribution channels can be also defined as marketing channels or market channels. A distribution channel is a group of dependend on each other organisation units, which are taking part in process of flow of producst or services form producers to buyers.
The functional aspect of the distribution channel is seen as a way to connecting and ordering of agencies and intermediaries through which one or more streams are flowing.[3, p.408] ...

... more in full version

Summary

Best management of distribution channels is one of factors providing the success of products sold by the company in the market. Also a company should not forget about the appropriate upgrading of a product over time to meet the expectations of customers and to be desired by them. Also noteworthy and not to be underestimated is an offered potential by the growth of networks and electronic commerce. It seems that the electronic channel of distribution will be soon one of the most popular forms of distribution channel in Poland, because it reduces expenses associated with the costs of distribution and sales, and if you look from the client prespective it shortens the time of a purchase of a specific product.  Electronic   distribution channels   also provide   the company   with a high level   of computerization   in the field of   development , which is  nowadays   of great importance for   the position   and credibility   in the market.

KANAŁY DYSTRYBUCJI I ICH FUNKCJE W PRZEDSIĘBIORSTWIE

Streszczenie W pracy omówiono kanały dystrybucji, ich klasyfikację strukturalną i funkcjonalną oraz znaczenie pośredników w przepływie dóbr między producentem a nabywcą. Wskazano na szybko rosnący udział elektronicznych kanałów dystrybucji i przesłanki ich dominacji na rynku w perspektywie średniookresowej.

Słowa kluczowe:
Zarządzanie logistyczne, kanały dystrybucji, e-market

References
[1]. Christopher M., Strategia zarządzania dystrybucją. Praktyka logistyki biznesu, Agencja Wydawniczo-Poligraficzna Placet, Warszawa 1999
[2]. Czubała A., Dystrybucja produktów, PWE, Warszawa 2001
[3]. Garbarski L., Rutkowski I., Wrzosek W., Marketing. Punkt zwrotny nowoczesnej firmy, PWE, Warszawa 2000
[4]. Krawczyk S., Zarządzanie procesami logistycznymi, PWE, Warszawa 2001
[5]. Lis T., Łapeta J., Nowak S.: Systemy informatyczne w zarządzaniu logistycznym, w: Logistyka w społeczeństwie informacyjnym, red. Robert Stefko, PTI, Katowice 2008
[6]. Rutkowski K. (red.), Logistyka dystrybucji. Specyfika. Tendencje rozwojowe. Dobre praktyki, Szkoła Główna Handlowa — Oficyna Wydawnicza, Warszawa 2005
[7]. Spyra Z., Kanały dystrybucji — kształtowanie relacji, Wydawnictwo Fachowe Cedetu.pl, Warszawa 2007


 
Back to content | Back to main menu