| Summary: | Darbą sudaro trys pagrindinės dalys: pirma dalis yra teorinė, joje nagrinėjama paskirstymo kanalų samprata ir jų reikšmė, marketingo veiksniai turintys įtakos paskirstymo kanalo parinkimui, pateikiama motyvacijos teorijų apžvalga, analizuojamas paskirstymo kanalų narių parinkimas ir motyvai. Antroje darbo dalyje yra apžvelgiama baldų pramonės Kauno apskrityje verslo aplinka. Aptariamos jos vystymosi raidos tendencijos. Taip pat apžvelgiama bendra baldų pramonės rinkos situacija. Trečioje darbo dalyje yra pateikiami tyrimo rezultatai gauti anketinės apklausos metu, taip pat pateikiami rezultatai gauti interviu metu su baldų pramonės atsovais. Rezultatai yra interpretuojami bei vertinami, pateikiamos tyrimo išvados. Suformuotas paskirstymo kanalų pasirinkimo motyvų modelis. === Every company after manufacture or purchase of goods must introduce them to its costumers. “The place of distribution” is the third element of 4P in the plan of marketing. The main purpose of this element is to bring goods to costumers on accepted time, place, and quantity and on accepted manner. These tasks are important for wholesale and retail companies. The distribution channel of goods consists of other companies or persons, who participate in the process of goods movement from manufacturer to customer. To choose a suitable distribution channel of goods a company must know where is its costumer, how many costumer it has and what are selling conditions in the market. Marketing research can help to get answers into these questions and to find out what are the business conditions. The survey results will facilitate effective and correct decision-making process. Thus, when a company is making a decision about distribution channels, marketing research would help to clear the situation, and to reasonably motivate a selected distribution strategy: the number, sort of distribution channels, and the selected places where will be distributed goods and services. The selection of plan and structure of distribution channel lasts longer than decision making, based on any other marketing complex element. That’s why it is very important to choose a correct distribution channel, mediator, to evaluate all elements of environment, affecting the plan of distribution channel. Distribution in... [to full text]
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