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3HUDNHQGHFLOL÷LQ'D÷ÕWÕP.DQDOÕøoHULVLQGHNL<Hri……... 10

2. PERAKENDE.858/8ù/$5,1,16,1,)/$1',5,/0$6,…………. 12

2.1. Hizmet Düzeylerine Göre Perakendecilik………. 13

2.2. Sahiplik Türüne Göre Perakendecilik………... 13

%D÷ÕPVÕ]0D÷D]DODU«««««««««««« 14 2.=LQFLU0D÷D]DODU………... 15 2.2.3. Franchising……….…... 17 'L÷Hr Sahiplik Türleri………... 21 6DWÕODQhUQdHúLGLQHGöre Perakendecilik………... 22 2.3.1. ÖzelliNOL0D÷D]DODU««««««««««... 23 2.3.2. BölüPO0D÷D]DODU««««««« 25 2.3.3. Süpermarketler……….………... 26 .ROD\OÕN0D÷D]DODUÕ««««««««««««««« 28 6SHU0D÷D]DODUYH.RPELQDV\RQ0D÷D]DODUÕ…... 30 2.3.6. 'HSR0D÷D]DODU«««««««««««……... 31 øQGLULPOL0D÷D]DODU«««««««««« 31 2.4. Genel Ürün Perakendecilerinin Yeni Türleri………... 32

2.4.1. KategoUL8]PDQODUÕ«««««««««« 33 (Y*HOLúWLUPH0HUNH]OHUL«««««««... 34 7RSWDQFÕ'HSR.ulüpleri…………... 35 2.4.4. KataloglX7HúKLU0D÷D]DODUÕ«….…... 36 2.4.5. Hipermarketler………... 37 0D÷D]DVÕ] Perakendecilik………... 39 'R÷UXGDQ6DWÕú«««««««……... 40 2.5.2. _{'R÷UXGDQ3D]DUODPD««««…………...} 40 2.5.3. TelefRQOD6DWÕú««««««««« 41

2.5.4. Otomatik Makineler………... 42

2.6. Hizmet PerakendecilL÷L«««««««««««…………... 42

3. M$ö$=$<(56(dø0ø«…………...……… 43

3HUDNHQGHFLøçin Yer Seçiminin Önemi………... 43

3.2. Ülke ve Bölge Analizi………...………... 46

3.2.1. Demografi………...…... 47 3.2.2. Ekonomi………... 48 3.2.3. Kültür………... 49 3.2.4. Talep………... 50 3.2.5. Rekabet………... 50 $OW\DSÕ«««««««««………... 51

3.3.Ticaret Bölgesi Analizi………... 51

3.3.1. Ticaret Bölgelerinin Büyüklük ve Biçimi………... 53

3.3.2. Ticaret Bölgelerinin Karakteristikleri………... 56

3.3.2.1. Nüfus Karakteristikleri………... 58

3.3.2.2. Ekonomi Temelli Karakteristikler…... 60

3.3.2.3. Talep………..…... 60

3.3.2.4. Rekabetin <DSÕVÕYH'R\XP']H\L««««... 63

0HYFXW%LU0D÷D]DQÕQ7LFDret Bölgesini Belirleme……….. 65

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3.3.3.5. Sürüú-Zaman Analizi………... 69

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3.3.4.4. Çoklu Regresyon Analizi………... 89

3.3.4.5. Çekim Modelleri………... 94

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0D÷Dza Yeri Tahsisat Modelleri….…... 104

(Qø\L0HWRWODUÕQ6HoLPL« 106 0D÷D]DYeri Analizi………... 107

0D÷Dza Yeri Türleri………... 109

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3.4.1.3.5. ÖzellLNOLøKWLVDVMerkezler………... 124

3.4.1.3.6. Çekim/Güç Merkezleri………... 125

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5.2.3. Marka Seçme Kriteri ……..………... 152

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ABSTRACT

Location decisions related to retailers are important in developing a sustainable competitive advantage. Creating time and place utility in retail sales essentially depends on quality of location. In many cases, a store’s location is the most important factor in a customer’s store choice.

Retailers can change their pricing, merchandising, service or promotional strategies within a relatively short period of time. However, they can not change their location so easily or quickly. Location decisions involve long-term investments. Thus, retailers with excellent locations have a strategic advantage not easily copied by competitors.

Decision of location selection requires extensive analysis. Retailer’s location decision breaks into three levels: regional analysis, trade area analysis and site

analysis. Regional analysis is a through study to determine a country or a region in

which retailer operates. A trade area is a geographic sector that contains potential customers for a particular retailer or shopping center. Finally, the decisions related to a specific site in this trade area are examined.

This research consists of three sections. In the first section, retailing, classification of retail establishments and store location are examined. In the context of choosing a store location the process related to country and region analysis, trade area analysis and site analysis has been studied. In the second section, Analog Approach has been applied to estimate sales of a new store. To supply data required to apply analog approach, customer survey method has been used. In the third section, conclusion and suggestions related to the research are available.

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1980’lerden beri Türkiye’de perakendecilik endüstrisi ulusal ve uluslarDUDVÕ G]H\GHNL GLQDPLN \DSÕ\OD LOJLOL RODUDN |QHPOL GH÷LúLNOLNOHU JHoLUPLúWLU %XQXQ VRQXFXHQGVWULLoLQGHXOXVDOYHXOXVODUDUDVÕ]LQFLUOHURUWD\DoÕNPÕúYHJoOHQPLúWLU 6RQRQ \ÕOER\XQFD E\N|OoHNOL SHUDNHQGHFLOHULQJHOLúLPL KÕ] ND]DQPÕúWÕUYH EX peUDNHQGHFLOHU RUWDN ELU \|QHWLP DOWÕQGD ROXúDQ SHUDNHQGH ]LQFLUOHULQL HNRQRPL\H

ND]DQGÕUPÕúWÕU4

1 _{David Gilbert, Retail Marketing Management, 1st ed., Harlow: Prentice-Hall, 1999, s.1.}

2 _{Marc Dupuis and Nathalie Prime, “Business Distance and Global Retailing: A Model for Analysis of}

Key Sucsess/Failure Factors”, International Journal of Retail&Distribution Management, Vol.24, No:11(1996), s.30.

3_{William D. Perreault and E. Jerome McCarthy, Basic Marketing: A Global-Managerial Approach,}

13th ed., Boston: McGraw-Hill, 1999, s.348.

4_{1HEDKDW7RNDWOÕDQG<RQFD%R\DFÕ³7KH&KDQJLQJ5HWDLO,QGXVWU\DQG5HWDLO/DQGVFDSHV7KH&DVH}

1.1. 3HUDNHQGHFLOL÷LQ7DQÕPÕ

Perakendecilik mal ve hizmetlerin NLúLVHODLOHYH\DKDQHKDONÕNXOODQÕPODUÕLoLQ WNHWLFLOHUHVDWÕúÕQÕNDSVD\DQoDOÕúPDIDDOL\HWOHULQGHQROXúXU'D÷ÕWÕPsürecinde son DúDPDGÕU1

3HUDNHQGHFLOLNIDDOL\HWOHUDoÕVÕQGDQELUVUHFLQSDUoDVÕRODUDN\DSÕ VDKLEL RODUDN YH  GD÷ÕWÕP NDQDOÕQGD ELU DUDFÕ RODUDN WDQÕPODQDELOLU %X QHGHQOH perakendecilik, son tNHWLFL\H PDO YH KL]PHWOHULQ VDWÕúÕ LOH LOJLOL RODQ WP IDDOL\HWOHUGHQ ROXúXU %LU NLúL VSHUPDUNHWWHQ JÕGD ürünleri, Kentucky Fried Chicken’dan et, bir berber GNNkQÕQGDQ VDo NHVLPL YH\D ELU YLGHR PD÷D]DVÕQGDQ NDVHW VDWÕQ DOGÕ÷ÕQGD SHUDNHQGH VDWÕú PH\GDQD JHOLU 7P VDWÕúODUÕQ ELU PD÷D]D RUWDPÕQGDQ\DSÕOPDVÕJHUHNOLGH÷LOGLUGirekWVDWÕúODUGD\D\JÕQGÕU//%ean ve Mary Kay örnek verilebilir. 2

$PHULNDQ3D]DUODPD%LUOL÷Lpazarlama\ÕELUH\VHOYH|UJWVHODPDoODUÕWDWPLQ HGHQ GH÷Lú WRNXúODU \DUDWPDN LoLQ ILNLUOHULQ UQ YH KL]PHWOHULQ WDVDUODQPDVÕ IL\DWODQGÕUÕOPDVÕ WXWXQGXUXOPDVÕ YH GD÷ÕWÕPÕQÕQ SODQODQPDVÕ ve yönetilmesi süreci RODUDN WDQÕPODPDNWDGÕU %LUH\VHO DPDoODUÕ WDWPLQ HGHQ SHUDNHQGHFLOLN faaliyeti bu VUHFLQ VRQ NÕVPÕGÕU <DSÕVDO DoÕGDQ EDNÕOGÕ÷ÕQGD SHUDNHQGHFLOLN \DSÕVÕ UQ YH KL]PHWOHULQ PúWHULOHUH DNWDUÕOGÕ÷Õ WP NXUXOXú YH RUJDQL]DV\RQODUÕ NDSsar. Perakendeciler, GD÷ÕWÕPNDQDOÕQGDDUDFÕRODUDNIDDOL\HWJ|VWHULU3

3HUDNHQGHFLOLN NLúLVHO YH LúOHWPH GÕúÕ NXOODQÕP LoLQ UQ YH KL]PHWOHULQ GR÷UXGDQ QLKDL WNHWLFLOHUH VDWÕúÕ LOH LOJLOL WP IDDOL\HWOHUL NDSVDU %LU SHUDNHQGHFL YH\D SHUDNHQGHFL PD÷D]D VDWÕúODUÕQÕQ E\N oR÷XQOX÷XQX |QFHOLNOH SHUDNHQGHFLOLNWHQVD÷OD\DQLúOHWPHJLULúLPLGLU4

1 _{Barry Berman and Joel R. Evans, Retail Management: A Strategic Approach, 5th. ed., New York:}

Mc Millan Publishing Co., 1992, s. 3.

2 _{J. Barry Mason, Morris L. Mayer and Hazel F. Ezell, Retailing, 4th.ed., Boston: Irwin, 1991, ss: 4-5.} 3 _Ibid.

4_{PhilipKotler, Marketing Management, The Millennium Edition, London: Prentice-Hall}

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1.2. 3HUDNHQGHFLOL÷LQ7DULKVHO*HOLúLPL

hONHPL]GH E\N SHUDNHQGHFL LúOHWPHOHULQ JHOLúLP VUHFL úX úHNLOGH özetlenebilir:4

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• ¶OL\ÕOODUDNDGDUEHOLUJLQELUGH÷LúPHROPDGDQVUHJHOHQDOÕúYHULú düzeni,

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1 _Ibid.

2 _{Berman and Evans, Op. Cit., s. 3.} 3 _Ibid.

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1.3.2. <Õ÷ÕQ3DUoDODPDk

7DúÕPD PDOL\HWOHULQL D]DOWPDN LoLQ UHWLFLOHU YH WRSWDQFÕODU GRQGXUXOPXú KDOGH yiyecekleri ve koliler içinde gömlekleri perakendecilere gönderir. Perakendeciler, bu

UQOHUL D\UÕ D\UÕ VHUJLOH\HUHN WNHWLFLOHULQ EH÷HQLVLQH VXQDU %X VD\HGH WNHWLFLOHU UQOHULNROD\OÕNODLQFHOHPHNÕ\DVODPD ve sDWÕQDOPDLPNDQÕHOGHHGHUOHU

1.3.3. Ürünleri Saklamak

3HUDNHQGHFLOHULQ |QHPOL ELU IRQNVL\RQX WNHWLFLOHU LVWHGL÷LQGH UQOHULQ PHYFXW ROPDVÕ LoLQ VWRN EXOXQGXUPDNWÕU %|\OHFH WNHWLFLOHU ELU WS GLú PDFXQX YH\D\DUÕPOLWUHVWJLELoRNGDKDNoNrün stokunu evlerinde bulundurabilirler, oQN GDKD ID]ODVÕQD LKWL\Do GX\GXNODUÕQGD SHUDNHQGHFLOHULQ UQOHUL KD]ÕU EXOXQGXUDFDNODUÕQÕELOLUOHU

Perakendeciler bir ürün stokunu sürdürerek tüketicilerin ürün saklama PDOL\HWLQL D]DOWÕUlar øON RODUDN PD÷D]D UQOHULQH \DWÕUÕP WNHWLFLQLQ ELU EDQND KHVDEÕQD \DWÕUÕODELOHFHN YH IDL] ND]DQGÕUDELOHFHN SDUDVÕQÕ ED÷ODU øNLQFLVL UQOHU VDNODQÕUNHQ]DUDr görebilir veya bozulabilir.

1.3.4. +L]PHW6D÷ODPDk

3HUDNHQGHFLOHU oHúLWOL KL]PHWOHU VXQDUDN GD UQOHULQH GH÷HU NDWDUlar. 7NHWLFLOHULQELUUQHúLPGLVDKLSRODELOPHVLYHJHOHFHNWH|GHPH\DSPDVÕLoLQNUHGL LPNDQÕ VXQDUODU. Ürünleri, tüketicilerin VDWÕQ DOPDGDQ |QFH J|UHELOPHOHUL YH WHVW edebilmeleri için VHUJLOHUOHU 6RUXODUÕ FHYDSODPDN YH UQOHU KDNNÕQGD Llave bilgi VD÷ODPDN LoLQ VDWÕú HOHPDQÕ KD]ÕU EXOXQGXUDELOLUOHU %X KL]PHWOHULQ \DQÕ VÕUD eve WHVOLPKHGL\HSDNHWOHPHJDUDQWLNDSVDPÕRQDUÕPGH÷LúWLUPHYHPDUNDODUDUDVÕQGD NDUúÕODúWÕUPD\Õ VD÷OD\DQ ELULP IL\DWÕ  HWLNHWOHUL GH WNHWLFLOHULQ LúLQL NROD\ODúWÕUDQ hizmetlerdir.

1.4. PerakenGH0D÷D]DFÕOÕ÷ÕQ(NRQRPLN7HPHOOHUL

7NHWLFL LVWHNOHULQL NDUúÕOD\DQ UQ oHúLWOHPHVL VD÷OD\DUDN SHUDNHQGHFLOHU oHúLWOLID\GDODU\DUDWÕUODU%XID\GDODU\HU]DPDQPONL\HWYHúHNLOID\GDVÕRODUDN VÕQÕIODQGÕUÕOPDNWDGÕU <HUID\GDVՁUQOHULUHWLFL\DGDWRSWDQFÕGDQWNHWLFLOHULQVDWÕQ DOPDN LVWHGL÷L ELU \HUH JHWLUPHNOH \DUDWÕOÕU =DPDQ ID\GDVÕ WNHWLFLOHU LVWHGL÷LQGH

UQQPHYFXWROPDVÕLoLQEHOLUOLoDOÕúPDVDDWOHULQLQVUGUOPHVLQLLoHULUMülkiyet ID\GDVÕ bir ürüQQVDKLSOL÷LQLQYH\DNXOODQÕPÕQÕQWNHWLFL\HGHYULQLNROD\ODúWÕUPD\Õ ifade eder.1 ùHNLO ID\GDVÕ LVH PúWHULQLQ LVWH÷L GR÷UXOWXVXQGD VDWÕODQ UQOHUGH birtaNÕPGH÷LúLNOLNOHU\DSÕOPDVÕGÕU2

YeU ID\GDVÕ \DUDWPD\D \DUGÕPFÕ ROmak üzere perakendeciler ürünlerin UHNODPÕQÕ\DSDUODUYHE|\OHFHUQQYHVDWÕúQRNWDVÕQÕQQHUHGHROGX÷XGX\XUXOXU <DSÕODQ UHNODP KDUFDPDODUÕQÕQ |QHPOL PLNWDUGD ROPDVÕQD UD÷PHQ EX KDUFDPDODU UQ IL\DWODUÕQÕQ oRN GúN ELU \]GHVLGLU 3HUDNHQGHFL UHNODP \DSPD]VD PúWHUL UQ YH PD÷D]D\Õ EXOPDN LoLQ GDKD ID]OD oDED KDUFD\DFDN YH EX GD \HU ID\GDVÕ \DUDWPDQÕQPDOL\HWLQLDUWÕUDFDNWÕU3

0úWHULQLQ UQ VDWÕQ DOPD\D KD]ÕU ROGX÷X ]DPDQGD EXOXQGXUDELOPHN LoLQ GDKD |QFHGHQ VDWÕQ DOÕQÕS VDNODQPDVÕ JHUHNLU %X QRNWDGD SHUDNHQGHFL UQH D\ÕUDFD÷ÕVHUPD\HLoLQIDL]PDVUDIODUÕQDNDWODQDFDNWÕU6DWÕúLoLQEHNOHWLOHQUQIL]LNL RODUDN ER]XODELOLU \DQJÕQGDQ ]DUDU J|UHELOLU YH\D oDOÕQDELOLU Perakendeci bu ND\ÕSODUÕWHODILHGHELOPHNLoLQVDWÕODQUQOHULQIL\DWODUÕQÕELUD]GDKD\NVHNRODUDN belirler. Hükümet ve yerel yönetimlere ödenen vergileri telafi etmek için de fiyatlar bir miktar yükseltilir. Perakendeciler ticari ürünlerin ellerinde uzun ya _{GD NÕVD} NDOPDVÕQDJ|UHGHIL\DWODUÕQÕ\NVHN\DGDGúNRODUDNEHOLUOHU4

3HUDNHQGHFLQLQ PúWHULOHUL GH UQQ PONL\HWLQH VDKLS ROPD\Õ YH |GHPH\L ertelemeyi arzu ederler. Perakendeciler gerek ürünün mülkiyetine sahip olmak ve e_{OLQGH EXOXQGXUPDN JHUHNVH GH NUHGLOL VDWÕúODU QHGHQL\OH EHGHOLQ WDKVLO HGLOPHVLQH} NDGDU ELU NÕVÕP ILQDQVPDQ PDVUDIODUÕQD NDWODQDFDNWÕU <LQH úHNLO ID\GDVÕ \DUDWPDN LoLQ SHUDNHQGHFLOHU VDWWÕNODUÕ UQOHUGH GH÷LúLNOLNOHU \DSDUODU gUQH÷LQ HOELVHOHU GH÷LúWLULOLUKD]ÕUJL\LPUQOHUL|OoOHUHJ|UHD\DUODQÕUUHVLPOHUoHUoHYHOHQLU5

1 _{William M. Pride, O.C.Ferrell, Marketing: Concepts and Strategies, 7th. ed., Boston: Houghton}

Mifflin Company, 1991, s.364.

2 _{Fred M. Jones, Retail Merchandising, Second Printing, Richard D. Irwin, Inc. Homewood Illinois,}

1959, ss: 8-¶GHQDNWDUDQ.HQDQ$\GÕQPerakende Yönetiminin Temelleri,$QNDUD1REHO<D\ÕQ 'D÷ÕWÕPV

3 _{Ibid, s.16.} 4 _Ibid. 5 _{Ibid, s.17.}

3HUDNHQGH VDWÕúODU oR÷X NH] SODQODnPDPÕú YH\D DQL LVWHNOH \DSÕODQ VDWÕQ DOPDODUÕLoHULUgUQH÷LQ DUDúWÕUPDODUWNHWLFLOHULQJHQLúELU\]GHVLQLQDOÕúYHULúWHQ |QFH JD]HWH UHNODPODUÕQD GLNNDW HWPHGL÷LQL DOÕúYHULú OLVWHOHUL KD]ÕUODPDGÕ÷ÕQÕ YH WDPDPHQSODQODQPDPÕúVDWÕQDOPDODU\DSWÕ÷ÕQÕJ|VWHUPLúWLU%XVDWÕQDOPDQRNWDVÕ VHUJLOHULQLQ oHNLFLPD÷D]D G]HQLQLQL\LRUJDQL]HHGLOPLúPD÷D]DODUÕQYH PD÷D]D YLWULQOHULQLQ GH÷HULQL J|VWHULU ùHNHUOHPH NR]PHWLNOHUKDILI JÕGDODU PDJD]LQOHU YH GL÷HU UQ NDOHPOHUL PD÷D]DGD J|UQU PúWHUL trafi÷i \R÷XQ yerlere konulursa WNHWLFLOHU RWRPDWLN VDWÕQ DOPDGD EXOXQDELOLUOHU 7NHWLFLOHULQ SODQODQPDPÕú ELU XVXOGHoRNID]ODPDOYHKL]PHWVDWÕQDOPDVÕQHGHQL\OHSHUDNHQGHFLQLn ürünü tahmin HWPHEWoHOHPHVLSDULúHWPHYHVDWÕúDODQODUÕQGDX\JXQVD\ÕGD personele sahip olma \HWHQH÷L]RUODúÕU1

3RVWD YH WHOHIRQ VDWÕúODUÕ VRQ \ÕOODUGD oDUSÕFÕ ELU úHNLOGH DUWVD GD, perakende PúWHULOHUL JHQHOOLNOH PD÷D]DGDDOÕúYHULú \DSPDNWDGÕU. BLUoRN WNHWLFLQLQ DOÕúYHULúL EL]]DW \DSPD\D YH IDUNOÕ PDUND PRGHOOHUL NÕ\DVODPD\D LOJLVL, küçük miktarda VDWÕúODUÕQ E\NO÷ VDWÕQ DOPDODUÕQ SODQODQPDPÕú GR÷DVÕ tüketicilerin evde VDWÕúODUD PDKUHPL\HW DU]XVX QHGHQL\OH VÕFDN EDNPDPDVÕ SHUDNHQGH PD÷D]DODUÕQ SRSODULWH QHGHQOHULQGHQ VDGHFH ELUNDoÕGÕU 7NHWLFLOHULQ EHOLUOL ELU PD÷D]D\D çekilmesi_{ JHUHNWL÷L LoLQ perakendecilerLQ PD÷D]D \HUL WDúÕPD NROD\OÕNODUÕ PD÷D]D} oDOÕúPD VDDWOHUL UDNLSOHULQ \DNÕQOÕ÷Õ UQ oHúLWOLOL÷L SDUN \HUOHUL ve reklam gibi IDNW|UOHULGLNNDWHDOPDVÕJHUHNLU2

1.5. Perakende Pazarlamaya Konu Olan Ürünler

Perakende pazDUODPD\D NRQX RODQ UQOHU WNHWLFLOHULQ VDWÕQ DOPD DOÕúNDQOÕNODUÕQD J|UH NROD\OÕN EH÷HQPHOLN YH |]HOOLNOL UQOHU RODUDN VÕQÕIODQGÕUÕOPDNWDGÕU3

.ROD\OÕN UQOHUL FRQYHQLHQFH JRRGV JHQHOOLNOH HQ XODúÕODELOLU \HUGHQ VÕN DUDOÕNODUOD VDWÕQ DOÕQDQ ELULP GH÷HUL GúN UQOHUGLU *ÕGD LODo VLJDUD HNPHN

1 _{Berman and Evans, Op.Cit., s.12.} 2 _Ibid.

3 _{Clare Wright Barker, Ira Dennis Anderson and J. Donald Butterworth, Principles of Retailing, 3rd}

JD]HWHJLELUQOHUEXWUGHQGLU%LULPGH÷HULGúNROGX÷XLoLQWNHWLFLOHUNROD\OÕN UQOHULQLVDWÕQDOPD\DoRNID]OD]DPDQ\DGDoDEDKDUFDPDNLVWHPH]OHU'ROD\ÕVÕ\OD HQ\DNÕQDU]QRNWDVÕQGDQVDWÕQDOPD\ÕWHUFLKHGHFHNOHUGLU1

%H÷HQPHOLN UQOHU (shopping goods) WNHWLFLOHULQ VDWÕQ DOPDGDQ |QFH IL\DW NDOLWH úHNLO JLEL |]HOOLNOHU DoÕVÕQGDQ NÕ\DVODPD \DSWÕ÷Õ UQOHUGLU *HQHOOLNOH EX UQOHULQNROD\OÕNUQOHULQHJ|UHELULPIL\DWÕGDKD\NVHNWLUYHSRWDQVL\HOPúWHUL NDUDU YHUPHGHQ |QFH ELUNDo PD÷D]D\Õ JH]PHN LVWHU2

 'ROD\ÕVÕ\OD WNHWLFLOHU EH÷HQPHOLN UQ DOPDN LoLQ NROD\OÕN UQOHUL LOH NDUúÕODúWÕUÕOGÕ÷ÕQGD GDKD X]D÷D JLGHELOLUOHU DQFDN GDKD NROD\ XODúÕODELOLU ELU PD÷D]D YDUVD X]DNWDNL ELU PD÷D]D\a JLWPHNLoLQX÷UDúPD]ODU3

Özellikli ürünler (specialty goods) tüketicilerin belirli bir mDUND\ÕVDWÕQDOPDN için veya veri ELUPD÷D]DGDDOÕúYHULú\DSPDNLoLQ|]HOELUoDEDJ|VWHUGL÷LUQOHUGLU4 %XUQOHULQELULPIL\DWODUÕJHQHOOLNOH\NVHNWLUYHVÕNOÕNODVDWÕQDOÕQPD]ODUÖzellikli UQOHULQVDWÕúÕQGDIL\DWWDQoRNWDU]NDOLWHJLEL|]HOOLNOHUHD÷ÕUOÕNYHULOLU5

1.6. 3HUDNHQGHFLOL÷LQ'D÷ÕWÕP.DQDOÕøoHULVLQGHNL<HUL

'D÷ÕWÕPNDQDOÕELUPDOÕ\DGDKL]PHWLYHRQXQPONL\HWLQLUHWLFLGHQWNHWLFL\H \D GD NXOODQÕFÕ\D XODúWÕUPDN ]HUH JLULúLOHQ oDEDODUÕ DUDODUÕQGD WRSOXPVDO YH HNRQRPLNLOLúNLOHUNXUDUDNVD÷OD\DQNXUXPODUGL]LVLGLU6

Perakendeciler_{ GD÷ÕWÕP NDQDOÕQGD |]HOOLNOH |QHPOL URO VWOHQLUOHU oQN} UHWLFLOHU WRSWDQFÕODU YH QLKDL WNHWLFLOHU DUDVÕQGD NRQXPODQÕUODU 3HUDNHQGHFL UQOHULQLQoR÷XQXYHoR÷XNH]SHUDNHQGHFLOHULoLQSD]DUODPDVWUDWHMLVLni üreticiler JHOLúWLULU EXQD NDUúÕOÕN SHUDNHQGHFLOHU WNHWLFLOHUH GDKD \DNÕQGÕU Perakendeciler UQOHUL WNHWLFLOHULQ VDWÕQ DOPDN LVWHGL÷L \HU YH ]DPDQGD KD]ÕU EXOXQGXUDQ NDQDO

1 _{Ibid, s.49.} 2 _Ibid.

3 _{Berman and Evans, Op.Cit, s.238.} 4 _Ibid.

5 _{Barker, Anderson and Butterworth, Op.Cit., s.49.}

6 _{Louis W. Stern and Torger Reve, “Distribution Channel as Political Economies for Comparative}

Analysis”, Journal of Marketing,9RO6XPPHUV¶GHDNWDUDQ$+DPGLøVODPR÷OX 3D]DUODPD<|QHWLPL6WUDWHMLNYH*OREDO<DNODúÕP%DVÕPøVWDQEXO%HWD%DVÕPV

\HOHULGLU7RSWDQFÕYHUHWLFLOHUGHQUQOHULDOÕUYHRQODUÕNROD\YHKRúELURUWDPGD tükHWLFLOHULQEH÷HQLVLQHVXQDUODU1

'D÷ÕWÕP NDQDOÕ LoHULVLQGH perakendeciler, UHWLFL YH WRSWDQFÕODU LoLQ KHP pa]DUODPDFÕ KHP GH PúWHUL NRQXPXQGDGÕU 6DWÕQ DOPD VDWÕú ULVN VWOHQPH YH WNHWLFL LVWHNOHUL KDNNÕQGD ELOJL VD÷ODPD JLEL ELUoRN SD]DUODPD IDDOL\HWLQL JHUoHNOHúWLULUOHU Perakendeciler tNHWLFLOHUGHQ JHUL EHVOHPH HOGH HWPHN YH EXQODUÕ SD]DUODPDNDQDOÕQGDNLUHWLFLYHDUDFÕNXUXOXúODUDLOHWPHNLoLQROGXNoDVWUDWHMLNELU NRQXPGDGÕU2

0úWHULOHU UHNODPODU VDWÕú SHUVRQHOL PD÷D]D VHUJLOHUL \ROX LOH PDO YH KL]PHWOHULQYDUOÕ÷ÕYH|]HOOLNOHULPD÷D]DoDOÕúPDVDDWOHUL|]HOVDWÕúODUYVKDNNÕQGD bilgilendirilir. Üreticiler ve toptDQFÕODU LVH VDWÕú WDKPLQOHUL QDNOL\H PúWHUL úLND\HWOHULNXVXUOXUQOHUHQYDQWHULúKDFPLPRGHOUHQNYHE\NONRODUDNYV KDNNÕQGD ELOJLOHQGLULOLU %LUoRN UQ YH KL]PHW SHUDNHQGHFLQLQ WHGDULNoL\H JHUL EHVOHPHVLQLQVRQXFXRODUDNúHNLOOHQGLULOLU.3

'D÷ÕWÕPGD KDQJL NDQDOODUÕQ NXOODQÕODFD÷Õ KDNNÕQGDNL NDUDUODU |QHPOLGLU Tüketim ürünleri_{ LoLQ DOÕúÕOPÕú GD÷ÕWÕP NDQDOODUÕ ùHNLO ¶GH J|VWHULOPHNWHGLU Bu} NDQDOODUÕQLONLGR÷UXGDQGD÷ÕWÕPGÕU%XUDGDUHWLFLOHUGHQGLUHNWWNHWLFLOHUHGD÷ÕWÕP HVDVWÕU.XUXWHPL]OHPHFLOHUYH J]HOOLNVDORQODUÕJLELNoNKL]PHWLúOHWPHOHULQGH EX NDQDO NXOODQÕOÕU hUHWLFLOHULQ UQOHULQ IL\DWODUÕ ]HULQGH E\N |OoGH NRQWURO LPNDQÕYDUGÕUNDUGDQGDKDE\NSD\DOÕUODU'R÷UXGDQGD÷ÕWÕPNDQDOÕQÕJHQHOOLNOH LPDODWoÕODUNXOODQÕU4

øNLQFL NDQDO rHWLFLGHQ SHUDNHQGHFL\H YH SHUDNHQGHFLGHQ WNHWLFL\H X]DQÕU *ÕGDPD÷D]DODUÕEXNDQDOÕNXOODQÕUODU%XNDQDOGDKDE\NVDWÕúSRWDQVL\HOLYHGDKD JHQLúELUWDOHSDODQÕVD÷ODUDQFDNUHWLFLQLQGD÷ÕWÕPYHIL\DWODU]HULQGHNLNRQWUolü ELUD]D]DOÕU5

1 _{Steven J. Skinner, Marketing, Boston: Houghton Mifflin Co., 1990, s.425.} 2 _{Pride and Ferrell, Op.Cit., s. 364.}

3 _{Berman and Evans, Op.Cit., s.8.}

4_{.HQDQ$\GÕQ3HUDNHQGHFLOLNYH'HSDUWPDQOÕ0D÷D]D0úWHULOHULQLQ6RV\R-ekonomik}

Özellikleri,%DVNÕøVWDQEXOV

ùHNLO7LSLN%LU'D÷ÕWÕP.DQDOÕQGDhUQOHULQ$NÕúÕ

Kaynak: Warren G. Meyer, Retail Marketing for Employees, Manager and Entrepreneurs, 8th ed., Singapore: McGraw-Hill, 1988, ss: 7-8’den aktarDQ .HQDQ $\GÕQ Perakende

Yönetiminin Temelleri, s.12.

hoQF NDQDO UHWLFLGHQ WRSWDQFÕ\D WRSWDQFÕGDQ SHUDNHQGHFL\H YH SHUDNHQGHFLGHQ GH WNHWLFL\H X]DQÕU %X NDQDO SHUDNHQGHFLOHUOH ED÷ODnWÕOÕ LoNL YH PDGHQLHú\DJLELPDOODUÕQVDWÕúÕQGDGDKDoRNNXOODQÕOÕU%D]ÕKDOOHUGHGHUHWLFLGHQ acente veya komisyoncuya, acente YH\D NRPLV\RQFXGDQ WRSWDQFÕ\D WRSWDQFÕGDQ SHUDNHQGHFL\HSHUDNHQGHFLGHQWNHWLFL\HX]DQDQG|UGQFNDQDONXOODQÕOÕU$FHQWe YH\D NRPLV\RQFX oR÷X NH] ELU LVLP DOPDGDQ DOÕFÕ LOH VDWÕFÕ\Õ ELU DUD\D JHWLUHQ temsilcidir.1

2. 3(5$.(1'(.858/8ù/$5,1,16,1,)/$1',5,/0$6,

3HUDNHQGH NXUXOXúODUÕQÕQ VÕQÕIODQGÕUÕOPDVÕQGD IDUNOÕOÕNODU ROVD GD EHQ]HU |OoWOHU NXOODQÕOPDNWDGÕU %XUDGD hizmet düzeyleri, sahiplik türü ve VDWÕODQ UQ oHúLGL DoÕVÕQGDQELUVÕQÕIODQGÕUPDL]OHQHFHNWLU2

1 _Ibid.

2_{(ULF1%HUNRZLW]YHGL÷HUOHULMarketing, 5th ed., Boston: McGraw-Hill, 1997, s.475.}

KANAL 1 KANAL 2 KANAL 3 KANAL 4

hUHWLFLYHøPDODWoÕ Acente/ Komisyoncu 7RSWDQFÕ Perakendeci 0úWHUL

2.1. Hizmet Düzeylerine Göre Perakendecilik

)DUNOÕ WNHWLFL WHUFLKOHULQL NDUúÕODPDN LoLQ SHUDNHQGHFLOHULQ VXQDELOHFH÷L o KL]PHW G]H\L EXOXQPDNWDGÕU1

self-VHUYLV VÕQÕUOÕ-servis, full-servis. Self-servis hL]PHWG]H\LQGHPúWHULOHUELUoRNKL]PHWLNHQGLNHQGLOHULQHJHUoHNOHúWLULUPD÷D]D oRN D] KL]PHW VXQDU øQGLULPOL PD÷D]DODU EHQ]LQ LVWDV\RQODUÕ oR÷X NH] VHOI-servis X\JXODU'HSRPD÷D]DODUJHUHNVL]WPPúWHULKL]PHWOHULQLQD\ÕNODQGÕ÷ÕVHOI-servis PD÷D]DODUGÕU

6ÕQÕUOÕ-servis sunan PD÷D]DODUNUHGLOLVDWÕúWHOHIRQODVLSDULúJLELED]ÕKL]PHWOHUL VXQDU DQFDN |UQH÷LQ ÕVPDUODPD JL\VL KL]PHWL YHULOPH] %|OPO PD÷D]DODU WLSLN RODUDNVÕQÕUOÕKL]PHWVXQDQPD÷D]DODUGÕU

Full-servis perakendecileri, pek çok özHOOLNOL PD÷D]D\Õ YH ED]Õ E|OPO PD÷D]DODUÕ NDSVDU 0úWHULOHUH ELUoRN KL]PHW VXQXOXU gUQH÷LQ 1RUGVWURP PúWHUL KL]PHWL LOH HIVDQH ROPXú ELU PD÷D]DGÕU %X PD÷D]D EHQ]HU E\NONWHNL PD÷D]DODUGDQ \]GH HOOL GDKD ID]OD VDWÕú HOHPDQÕQD VDKLSWLU 6DWÕú HOHPDQODUÕ PúWHULOHULQ WHúHNNU QRWODUÕQÕ \D]DU SDNHWOHULQL HYOHULQH WHVOLP HGHU 0úWHULOHU SL\DQRH]JLOHUL HúOL÷LQGH DOÕúYHULú \DSDU0D÷D]DQÕQEX KL]PHWOHUL PúWHULWDWPLQL DQNHWLQGHNLúLVHOLOJLYHSURIHV\RQHOVDWÕúDoÕVÕQGDQLONVÕUDGDROPDVÕQÕVD÷ODPÕúWÕU2

2.2. Sahiplik Türüne Göre Perakendecilik

3HUDNHQGHFLOHUL VÕQÕIODQGÕUPDQÕQ ELU EDúND \ROX VDKLSOLNOHULQH J|UHGLU 6DKLSOL÷HJ|UHVÕQÕIODQGÕUÕODQEDúOÕFD perakendeci türleriED÷ÕPVÕ]PD÷D]DODU zincir PD÷D]DODUYHIUDQFKLVLQJOHUGLU3

1 _Ibid.

2 _{Cyndee Miller, “Nordstrom Is Tops in Survey”, Marketing News,ùXEDWV¶GHQDNWaran}

Ibid.

2.2.1. BD÷ÕPVÕ]0D÷D]DODU

(Q\D\JÕQSHUDNHQGHVDKLSOL÷LWUOHULQGHQELULRODQED÷ÕPVÕ]SHUDNHQGHFLOLNWH VDKLSOLN WHN ELU NLúL\H DLWWLU dR÷XQOX÷XQX VSRU Hú\DODUÕ PFHYKHUDW KHGL\H PD÷D]DODUÕYHQDOEXUODUÕQROXúWXUGX÷XNoNSHUDNHQGHFLOHULQVD\ÕVÕ\]GHRQEHúOik bir oraQOD  úLUNHWH XODúPÕúWÕU %X VDKLSOLN WU NLWDSoÕODU RWRPRELO malzemeleri, ER\DNDPHUDYHED\DQJL\LPDNVHVXDUODUÕVDWDQPD÷D]DODUDUDVÕQGDGD \D\JÕQGÕU 0úWHULOHU LoLQ ED÷ÕPVÕ] PD÷D]DODU NROD\OÕN NDOLWH NLúLVHO KL]PHW YH \DúDPWDU]ÕUDKDWOÕ÷ÕVXQDU1

7HNELUPD÷D]D\DVDKLS ED÷ÕPVÕ]SHUDNHQGHFLOHUPD÷D]DVD\ÕVÕDoÕVÕQGDQWP SHUDNHQGH NXUXOXúODUÕQÕQ \DNODúÕN ¶Q ROXúWXUXU 7HN ELULPOL EX NXUXOXúODU WDUDIÕQGDQ \DSÕODQ VDWÕúODUVD WRSODP SHUDNHQGH VDWÕúODUÕQ ¶Q ROXúWXUPDNWDGÕU .oN ED÷ÕPVÕ] SHUDNHQGH PD÷D]DODU JHQHOOLNOH DLOH \HOHULQFH LúOHWLOLUOHU $QFDN ED÷ÕPVÕ] PD÷D]DODU DUDVÕQGD EDúDUÕVÕ]OÕN RUDQÕ \NVHNWLU YH EX EDúDUÕVÕ]OÕk deneyimsizlik, yetersizlik YH\|QHWLPNXVXUODUÕQDED÷ODQDELOLU2

Amerika’da oR÷XQOX÷X Noük, 1 PLO\RQ¶GDQ ID]OD ED÷ÕPVÕ] SHUDNHQGHFL YDUGÕU %X \NVHN VD\Õ SD]DUD JLULú NROD\OÕ÷Õ LOH LOJLOLGLU 'úN VHUPD\H LKWL\DFÕ veya görece basit UXKVDW NRúXOODUÕQGDQ GROD\Õ ELUoRN NoN SHUDNHQGHFL WU LoLQ pazaraJLULúNROD\GÕU3D]DUDJLULúLQJ|UHFHNROD\ROPDVÕELUKD\OLUHNDEHWHQHGHQROXU YHEXGXUXPED÷ÕPVÕ]PD÷D]DODUDUDVÕQGD\NVHNRUDQGDEDúDUÕVÕ]OÕ÷ÕQROXúPDVÕQGD önemli bir faktördür.3

%D÷ÕPVÕ]SHUDNHQGHFLOHUoHúLWOLDYDQWDMYHGH]DYDQWDMODUDVDKLSWLU$YDQWDMODUÕ DUDVÕQGD HVQHNOLN GúN \DWÕUÕPODU X]PDQODúÕOPÕú VXQXPODU  VWratejinin direkt kontrolü, WXWDUOÕOÕN ED÷ÕPVÕ]OÕN YH JLULúLPVHO EHFHUL VD\ÕODELOLU. %D÷ÕPVÕ] SHUDNHQGHFLOHU PD÷D]D \HUL VHoLPLQGH YH VWUDWHML JHOLúWLUPHGH ELU KD\OL HVQHNOL÷H VDKLSWLU 6DGHFH ELU PD÷D]D \HUL JHUHNWL÷LQGHQ HQ L\L PD÷D]D yeri için HVDVOÕ ELU DUDúWÕUPD \DSÕODELOLU 6DGHFH ELU PD÷D]D \|QHWLOHFH÷LQGHQ NLUDODPDODU G|úHP YH

1 _{Gene Koretz, “Those Plucky Corner Stores”, Business Week,$UDOÕNV¶GDQDNWDUDQ}

%HUNRZLW]YHGL÷HUOHUL2S&LWV

2 _{Mason, Mayer and Ezell, Op.Cit, s.7.} 3 _{Berman and Evans, Op.Cit., ss: 63-64.}

GRQDWÕPODUoDOÕúDQODUYHUQLoLQ\DWÕUÕPPDOL\HWOHULGúNWXWXODELOir. Belirli bir ürün ve hizmet kategorisi ile ilgili olarak bir özel pazar bölümünde beceri JHOLúWLULOHELOLU %D÷ÕPVÕ] PD÷D]DODU IDDOL\HWOHULQGH WXWDUOÕOÕNODUÕQÕ VUGUHELOLUOHU, oQNVDGHFHELUFR÷UDILNSD]DUDKL]PHWHGLOLUYHVDGHFHELUVWUDWHMLPD÷D]DDoÕOÕú VDDWOHULUQoHúLWOLOL÷LIL\DWODUVDWÕúSHUVRQHOi, promosyon vb.) izlenir.1

%D÷ÕPVÕ] SHUDNHQGHFLOHULQ GH]DYDQWDMODUÕ DUDVÕQGD SD]DUOÕN JFQGH VÕQÕUODU SODQODPD LoLQ D] ]DPDQ YH D] ND\QDN VDKLEH DúÕUÕ ED÷ÕPOÕOÕN VD\ÕODELOLU Küçük PLNWDUODUGD UQ VDWÕQ DOGÕNODUÕ LoLQ WHGDULNoLOHUOH SD]DUOÕNODUÕ VÕQÕUOÕGÕU )LQDQVDO VÕQÕUODPDODUQHGHQL\OH\ÕOGDELU\DGDLNLNH]E\NVLSDULúOHUYHUPHN\HULQHELUNDo NH] NoN PLNWDUODUGD VDWÕQ DOPD JHUoHNOHúLU %X GD ELULP EDúÕQD WDúÕPDFÕOÕN YH VLSDULúPDOL\HWOHULQLQ\NVHNROPDVÕGHPHNWLU2

2.2.2. Zincir0D÷D]Dlar

ZLQFLUPD÷D]DODUoRNVD\ÕGDúXEHVLEXOXQDQYHELUELULQGHQIDUNOÕE\NONWHNL úXEHOHUL\OHONHQLQKHU\DQÕQD\D\ÕODELOHQKHUúXEHVLDQDLúOHWPHDGÕQDYH\DNHQGL DGÕQD ROPDN ]HUH ELU NLúL WDUDIÕQGDQ LúOHWLOHQ \|QHWLPL PHUNH]GHQ DQD LúOHWPH WDUDIÕQGDQ JHUoHNOHúWLULOHQ NHQGLVLQLQ UHWLP \DSPDGÕ÷Õ DODQODUGD GR÷UXGDQ UHWLFLGHQ DOÕPODU \DSDUDN UHWLFL LOH WNHWLFL DUDVÕQGDNL DUDFÕODUÕ NDOGÕUDQ ELU perakendecilik türüdür.3

Zincir PD÷D]DODU E|OPO PD÷D]DODU LQGLULPOL PD÷D]DODU, JÕGD SHUDNHQGHFLOL÷L HFzaQH D\DNNDEÕ PD÷D]DODUÕ YH NROD\OÕN PD÷D]DODUÕ  EDúWD ROmak ]HUH KHU WUO PD÷D]D NDWHJRULVLQGH kurulabilir 'Q\D oDSÕQGD ]LQFLU PD÷D]DODU GDKD \D\JÕQ ROPD\D EDúODPÕúWÕU gUQH÷LQ 7R\V ³5´ 8V $OPDQ\D .DQDGD %LOHúLN .UDOOÕN 6LQJDSXU YH +RQJ .RQJ¶ GD ]LQFLU PD÷Dzalara sahiptir. Yine, K-Mart Avustralya’da, The Gap ve Esprit Londra’da, Kentucky Fried Chicken Beijing’te ve Red Lobster Japonya’da IDDOL\HW J|VWHUPHNWHGLU øWDO\DQ JL\LP ]LQFLUL %HQetton

1 _{Ibid, ss: 65-66.}

2 _Ibid.

3_{'R÷DQ7XQFHU7XUL]PGH'D÷ÕWÕP6LVWHPLYH7UNL\HøoLQ%LU0RGHOgQHULVL$QNDUD+høø%)}

\DNODúÕN  ONH\H \D\ÕOPÕúWÕU.1 _{Türkiye’de Sümerbank, Gima, Migros, Yeni} .DUDPUVHO7DQVDú%H\PHQ9DNNR0XGR(QGHU+X]XU*L\LPPD÷D]DODUÕ]LQFLU PD÷D]DODUD|UQHNRODUDNJ|VWHULOHELOLU2

hoWHPHOIDNW|U]LQFLUPD÷D]DODUÕED÷ÕPVÕ]PD÷D]DODUGDQIDUNOÕODúWÕUÕU3 • 7HNQLN RODUDN ]LQFLU PD÷D]DODU LNL \D GD GDKDID]ODELULPGHQROXúXU

%XQXQOD ELUOLNWH JQP]GH NoN |OoHNOL SHUDNHQGHFLOHU DOÕúYHULú merkezlerinde veya yeni bölgelerde iki-o ELULPOL PD÷D]DODU DoPDNWDGÕU'ROD\ÕVÕ\ODG|UWYH\DGDKDID]ODELULPHVDKLSROPDNzincir PD÷D]DODULoLQWDQÕPOD\ÕFÕRODFDNWÕU

• 0HUNH]L VDKLSOLN ]LQFLU PD÷D]DODUÕ V|]OHúPHOL GLNH\ SD]DUODPD VLVWHPOHULQGHQD\ÕUÕU

• 0HUNH]LOHúWLULOPLú \|QHWLP QHGHQL\OH ELU ]LQFLUH DLW ELULPOHU ELUH\VHO RODUDN VÕQÕUOÕ |]HUNOL÷H VDKLSWLU 6WUDWHMLN NDUDUODU PHUNH]GHQ DOÕQÕU YH zincir içindeki WP ELULPOHU LoLQ IDDOL\HW SROLWLNDODUÕ\OD LOJLOL |QHPOL VWDQGDUWODUROXúWXUXOXU

%\N ]LQFLUOHU VÕNOÕNOD KHP SHUDNHQGH IRQNVL\RQODUÕ KHP GH NDQDOGD WRSWDQ VDWÕú YH GD÷ÕWÕP IRQNVL\RQODUÕQÕ JHUoHNOHúWLULU 7RSWDQFÕOÕN YH SHUDNHQGHFLOLN IRQNVL\RQODUÕQÕ NRordine ederek GD÷ÕWÕP YHULPOLOL÷LQL DUWWÕUÕUlar $\UÕFD oRNOX PD÷D]DODUDVDKLSSHUDNHQGHFLOHUGDKDE\NVDWÕúWHPHOL]HULQHVDELWPDOL\HWOHUL– ELOJLVD\DUVLVWHPOHULVDWÕQDOPDPDOL\HWOHULYH\|QHWLPPDDúODUÕJLEL- yayabilir.4

=LQFLUPD÷D]DODUÕQEDúOÕFDDYDQWDMÕVDWÕQDOPDJFGUùLUNHWUQOHULELUNDo PD÷D]DLoLQVDWÕQDOGÕ÷ÕQGDQNoNED÷ÕPVÕ]SHUDNHQGHFLOHUHJ|UHGDKDX\JXQIL\DW YH NRúXOODUGD UQ VDWÕQ DODELOLU %\N bir zincir, herKDQJL ELU PD÷D]DVÕQGD DúÕUÕ VWRNODQPÕú UQOHUL GDKD oDEXN VDWDELOHFH÷L ELU EDúND PD÷D]D\D DNWDUDELOLU hUQ \|QHWLFLOHUL UHNODP YH WDQÕWÕP X]PDQODUÕ YLWULQ G]HQOH\LFL JLEL X]PDQODUOD

1 _{Warren Keegan, Sandra Moriarty ve Tom Duncan, Marketing, New Jersey: Prentice Hall, 1992, ss:}

602-603.

2_{$\GÕQ3HUDNHQGHFLOLNYH'HSDUWPDQOÕ0D÷D]D0úWHULOHULQLQ6RV\R-Ekonomik Özellikleri,}

s.39.

3_{0RQWURVH66RPPHUVYHGL÷HUOHULFundementals of Marketing, 6th ed., Canadian: McGraw-Hill,}

1992, ss: 499-500.

DQODúDELOLUOHU Zincir ma÷D]DODUSazarlamaDUDúWÕUPDODUÕQÕQ\UWOPHVL\HQLUQYH KL]PHWOHULQ WHVW HGLOPHVL IDUNOÕ SHUDNHQGH IL\DWODUÕQÕQ YH GHSDUWPDQ WDVDUÕPODUÕQÕQ denenmesi için finansal araçlara sahiptirler. Reklam maliyetleri tüm zincire \D\ÕODELOLU1

=LQFLURUJDQL]DV\RQODUED]ÕGH]DYDQWDMODUDGDVDKLSWLU(VQHNOLNHNVLNOL÷LoR÷X NH] SUREOHP \DUDWÕU YH EX GXUXP E\N |Ooüde birimlerin merkezi ofisten \|QOHQGLULOPHVLQGHQND\QDNODQÕU6LVWHPYH\|QWHPOHUGHNLGH÷LúLNOLNOHU\DYDúLOHUOHU YHúLUNHWoDSÕQGDLOHWLúLPHQJHOOHQHELOLU2

=LQFLUPD÷D]DODUGDKHUELUPD÷D]DGL÷HUPD÷D]DODUGDQYHPHUNH]LRILVWHQD\UÕ NRQXPODQGÕ÷Õ Lçin, personelin belirli bir mesafeden kontrol edilmesi gerekir. .LúLOHULQELUH\VHOWHUFLKOHULQGHIDUNOÕOÕNODUROGX÷XJLEL]LQFLUPD÷D]DODUÕQEXOXQGX÷X E|OJHOHU DUDVÕQGD da \HUHO IDUNOÕOÕNODU V|] NRQXVX ROur. =LQFLU PD÷D]DODU EX IDUNOÕOÕNODUDYHDQLGHQROXúDQNRúXOODUDNROD\FDX\XPJ|VWHUHPH]3

2.2.3. Franchising

øQJLOL]FH ELU NHOLPH RODQ IUDQFKLVLQJ¶LQ V|]ON DQODPÕ ³YHUJLOHQGLUPH YH JPUN LúOHULQGH VHUEHVWOLN YHUPH LPWL\D]´ ROXS )UDQVÕ]FD¶GD ³$IIUDQFKLU´ NHOLPHVLQGHQ WUHWLOPLúWLU4_{ øPWL\D] KDN VHoPH PDOL\HW VDWÕú GD÷ÕWÕP KDNODUÕQÕQ} YHULOPHVL LVLP YH PDUNDQÕQ NXOODQÕOPDVÕ DQODPÕQD JHOHQ )UDQFKLVLQJ YHULFL IUDQFKLVRUDoÕVÕQGDQELUGD÷ÕWÕPYHSD]DUODPD\|QWHPLDOÕFÕIUDQFKLVHHDoÕVÕQGDQ GD\DWÕUÕPVHoLPLYHLú NXUPDELoLPLRODUDNGúQOHELOLU5

Franchising, WDQÕQPÕú ELU PDUNDQÕQ ROXúPXú ELU LPDMÕQ EHOOL ELU EHGHO NDUúÕOÕ÷ÕQGD EHOOL VWDQGDUWODU LoLQGH ED÷ÕPVÕ] \DWÕUÕPFÕ\D NXOODQGÕUÕOPDVÕGÕU $QD firmDQÕQ EHOLUOL ELU E|OJHGH YH EHOLUOL ELU VUH LoLQ EHOLUOL D\UÕFDOÕNODUÕ NXOODQPD KDNNÕQÕ ELU GL÷HU ILUPD\D YHUGL÷L \|QHWLP RUJDQL]DV\RQ H÷LWLP YH WHGDULN

1 _{Irving Burstiner, Basic Retailing, USA: Irwin, 1986, ss: 91-92.} 2 _Ibid.

3 _{Barker, Anderson and Butterworth, Op.Cit., s.78.}

4 _{Dov Izraeli, Franchising and The Total Distribution System, First Published, London: Longman}

3UHVVV¶GHQDNWDUDQ'LOEHU8ODúFranchising Sistemi,$QNDUD1REHO<D\ÕQODUÕV

NRQXODUÕQGD \DUGÕP VD÷ODGÕ÷Õ ELU SD]DUODPD YH GD÷ÕWÕP \|QWHPLGLU $QD ILUPD WDUDIÕQGDQED÷ÕPVÕ]Iirmaya verilen imtiyaza “Franchise” denir.1

)UDQFKLVLQJIUDQFKLVRUYHIUDQFKLVHHGHQLOHQKXNXNHQELUELULQGHQED÷ÕPVÕ]LNL WDUDIDUDVÕQGDV|]OHúPHLOH\DSÕOÕU)UDQFKLVRUNHQGLDODQÕQGDEDúDUÕOÕROPXúEHOLUOL ELUNDOLWHVWDQGDUGÕQÕWXWWXUPXúWDQÕQPÕúELUPDUNDGDNLUQYH\DKL]PHWLQLúOHWPH VLVWHPLQLQ VDKLELGLU %HOLUOL D\UÕFDOÕNODUÕ NDUúÕ WDUDID YHUHQ YH NXOODQGÕUDQ KXNXNHQ WDPDPHQ ED÷ÕPVÕ] ELU LúOHWPHGLU %LU UHWLP YH\D KL]PHW LúOHWPHVL RODELOLU Franchisee; belirli bir süre ve belirli bir bedel NDUúÕOÕ÷ÕQGD IUDQFKLVH YHUHQLQ WLFDUL PDUNDVÕQÕ NQRZ-KRZ¶XQX LúOHWPH VLVWHPLQL GL÷HU VÕQDL YH PONL\HW KDNODUÕQÕ NXOODQPD KDN YH ]RUXQOXOX÷XQX VWOHQHQ ED÷ÕPVÕ] ELU LúOHWPHGLU )UDQFKLVHH ED÷ÕPVÕ] ELU JLULúLPFL \D GD NoN ELU LúOHWPH RODELOLU )UDQFKLVLQJ¶LQ DPDFÕ NDUúÕOÕNOÕ JYHQ YH VUHNOL ELU Lú LOLúNLVL LoLQGH KHU LNL WDUDIÕQ ELUELUOHULQGHQ \DUDUODQPDVÕQÕVD÷ODPDNWÕU2 ùHNLO)UDQFKLVH9HUHQYH)UDQFKLVH$ODQøOLúNLVL .D\QDN'LOEHU8ODúFranchising Sistemi$QNDUD1REHO<D\ÕQODUÕV.

Franchising’de verici taraf (frDQFKLVRU DOÕFÕ\DIUDQFKLVHH NXOODQGÕ÷Õ LVLP\D GD PDUND UQ \D GD KL]PHWLQ UHWLP WHNQL÷L LVLP \|QHWLP YH RUJDQL]DV\RQX\OD LOJLOL ELOJLOHUL YHUPHNOH YH DOÕFÕ\Õ VUHNOL RODUDN GHVWHNOHPHNOH \NPOGU $OÕFÕ taraf ise isim-PDUND LPWL\D] KDNNÕQÕ ELU EHGHO NDUúÕOÕ÷ÕQGD NXOODQDFDN NHQGLVLQH YHULOHQWHNQLNELOJLYHKL]PHWOHUGHQDQODúPDKNPOHULoHUoHYHVLQGH\DUDUODQDFDNWÕU $OÕFÕLoLQHQEDúWDJHOHQ\NPOONDQODúPDKNPOHULQe göre teminat verilmesi,

1 _{Raymond A. Marquarit, James C. Makens and Robert Roe, Retail Management, Satisfaction of}

Consumer NeedsUGHG>\\@7KH'U\GHQ3UHVVV¶GDQDNWDUDQ8ODú2S&LWV

2 _{Ibid, ss: 5-6.}

Ürün veya hizmeti Veren Taraf FRANCHISOR

Belirli bir bölgede Alan Taraf FRANCHISEE øúOetme sistemi, know-how

øú\|QWHPOHULH÷LWLP Royalty ödemesi

\ÕOOÕNFLUR]HULQGHQELURQGDOÕNNDUSD\ՁFUHWYEELoLPGHEHOLUOHQPLúELUEHGHOLQ ödenmesidir.1

Franchising düzenlemelerinin iki türü YDUGÕU UQ ve marka franchising ve LúOHWPH ELoLPOL IUDQFKLVLQJ. Ürün ve marka franchisingi franchisee’nin, franchisor WDUDIÕQGDQ UHWLOHQ UQOHUL VDWPDVÕGÕU %HQ]LQ LVWDV\RQODUÕ RWRPRELO VDWÕFÕODUÕ, DONROV] LoHFHN úLúHOHPH HQGVWULVL EX IUDQFKLVLQJ VLVWHmine örnek verilebilir.2 Franchisee’ler WHGDULNoLOHUGHQ J|UHFH |]HUN ELU úHNLOGH IDDOL\Ht gösterir. Belirli oDOÕúPD NXUDOODUÕQD X\PDODUÕ JHUHNVH GH PD÷D]D DoÕOÕú VDDWOHULQL EHOLUOHU PD÷D]D \HUOHULQL VHoHU PD÷D]D sergilerini belirlerler. Ürün ve marka franchisingi, tüm SHUDNHQGHIUDQFKLVLQJVDWÕúODUÕQÕQ\DNODúÕN\]GH¶LQLWHPVLOHGHU3

øúOHWPHbiçimli franchising’nde, franFKLVRUYHIUDQFKLVHHDUDVÕQGDLQWHUDNWLIELU LOLúNL YDUGÕU )UDQFKLVHH PDO YH KL]PHWOHUL VDWPD KDNNÕQD HN RODUDN PD÷D]D \HUL NDOLWH NRQWURO PXKDVHEH VLVWHPOHUL EDúODQJÕo X\JXODPDODUÕ \|QHWLP H÷LWLPOHUL YH problemOHUL o|]PH NRQXVXQGD \DUGÕP DOÕU $\UÕFD IUDQFKLVHH IDVW-food |UQH÷LQGH ROGX÷X JLEL UQQ UHWLPLQGHQ GH VRUXPOXGXU 3URWRWLS PD÷D]DODUÕQ VWDQGDUWODúWÕUÕOPÕúUQKDWODUÕQÕQYHRUWDNODúDUHNODPÕQNXOODQÕPÕEXIUDQFKLVHODUÕQ önceden sadece zincirlerde _{XODúÕODQELUNRRUGLQDV\RQG]H\LQLEDúDUPDVÕQÕPPNQ} NÕODU øúOHWPH ELoLPOL IUDQFKLVLQJ, UHVWRUDQODU YH GL÷HU JÕGD PD÷D]DODUÕ HPODN YH KL]PHW SHUDNHQGHFLOL÷LQGH \D\JÕQGÕU 0F'RQDOG¶V LúOHWPH ELoLPOL IUDQFKLVH düzenlemesine iyi bir örnektir.4

6RQ RQ \Õl süresince, IUDQFKLVLQJGH EDúOÕFD E\PH  LúOHWPH ELoLPOL franchising G]HQOHPHOHULQL NDSVDPÕúWÕU %LUoRN IUDQFKLVHH¶QLQ NoN ROPDVÕQGDQ GROD\ÕLúOHWPHELoLPOLIUDQFKLVLQJWPIUDQFKLVHPD÷D]DODUÕQÕQ yüzde 74’ünü ifade HGHUWRSODPVDWÕúODUÕQVDGHFH\üzde 30’uQXROXúWXUPDVÕQDUD÷PHQ5

1_{3DUDVÕ]2S&LWV}

2 _{Francine Lafontaine and Kathryn L. Shaw, “Franchising Growth and Franchisor Entry and Exit in}

The U.S. Market: Myth and Reality”, Journal of Business Venturing, Vol.13(1998), s.98.

3 _{Berman and Evans, Op.Cit., s.69.} 4 _Ibid.

)UDQFKLVLQJVLVWHPLQLQEHOOLEDúOÕ|]HOOLNOHULú|\OHVÕUDODQDELOLU1

• FranchisH YHUHQ EDúDUÕOÕ ROPDVÕQÕ VD÷OD\DQ Lú \|QWHPOHULQL Nullanma KDNNÕQÕ\DGDIRUPOJL]OLRODQUQQVDWÕúKDNNÕQÕV|]OHúPHLOHIUDQFKLVHDODQa verir.

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1 _{Jay Diamond and Gerald Pintel, Principles of Marketing, Second Edition, New Jersey: Prentice}

Hall Inc., 1980, s.285’den aktaran Ibid, s.23.

2 _{Rajiv P. Dant and Patrick J. Kafmann, “Structural and Strategic Dynamics in Franchising”, Journal}

of Retailing, Vol.79(2003), s.63

3 _{Mason, Mayer and Ezell, Op.Cit., s.7-9.} 4 _Ibid.

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1_{$\GÕQPerakende Yönetiminin Temelleri, s.38.} 2 _{Mason, Mayer and Ezell, Op.Cit., s.9.}

3_{$\GÕQPerakende Yönetiminin Temelleri, s.39.}

4 _{Philip Kotler and Gary Armstrong, Principles of Marketing, 5th ed., London: Prentice-Hall, 1999,}

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1 _{Pride and Ferrell, Op.Cit., s.373.}

2 _{Keegan, Moriarty and Duncan, Op.Cit., s.595.} 3 _{Pride and Ferrell, Op.Cit., s.373.}