wecYb cÖYvwj e¨e¯’vcbv

Marketing Channel Management

11

Drcv`‡Ki GKvi c‡ÿ memgq mivmwi †fv³vi wbKU cY¨ †cŠQv‡bv m¤¢e nqbv| evRv‡i c‡Y¨i Pvwn`vi mv‡_
mvgÄm¨ †i‡L Drcv`K Zvi cY¨ Drcv`b K‡i| Zey Drcv`K GB cY¨¸wj †fv³v‡`i nv‡Z bv †cŠQv‡bv ch©šÍ Zvi
KvR †kl Ki‡Z cv‡i bv| ZvB Drcv`bKvix Ges †fv³vi g‡a¨ †mZz eÜb iPbv Kivi Rb¨ Av‡iKwU c‡ÿi D™¢e
N‡U hv‡K ga¨¯’e¨emvqx ejv nq| Giv wb‡Riv cY¨ Drcv`b K‡ibv ev cY¨ †fvMI K‡i bv wKš‘ †fv³v‡`i Kv‡Q
cY¨ mieivn Kivi †ÿ‡Î ¯’vbMZ, mgqMZ, e¨w³MZ cÖwZeÜKZv `yi K‡i c‡Y¨i bZzb bZzb Dc‡hvM m„wó‡Z
mnvqZv K‡i| wecYb cÖYvwj msµvšÍ wm×všÍ¸‡jv e¨e¯’vcbvi Rb¨ LyeB ¸iæZ¡c~Y|© GB BDwb‡U 4 wU cvV i‡q‡Q|

BDwbU mgvwßi mgq BDwbU mgvwßi m‡e©v”P mgq `yB mßvn

G BDwb‡Ui cvVmg~n
cvV - 11.1 : cÖYvwj I f¨vjy †bUIqvK©
cvV - 11.2 : wecYb cÖYvwji Kvhv©ewj I ch©vq
cvV - 11.3 : cÖYvwji bKkv cÖYqb wm×všÍmg~n
cvV - 11.4 : eÈb cÖYvwj GKxf~ZKiY I Ø›Ømg~n
 weweG †cÖvMÖvg

cvV-11.1
cÖYvwj I f¨vjy †bUIqvK©
Channel and Value Network
D‡Ïk¨

G cvV †k‡l Avcwb-

wecYb cÖYvwj ev eÈb cÖYvwj Kx Zv e¨vL¨v Ki‡Z cvi‡eb;

wecYb cÖYvwji ¸iæZ¡ eY©bv Ki‡Z cvi‡eb; Ges

f¨vjy †bUIqvK© m¤ú‡K© Av‡jvPbv Ki‡Z cvi‡eb|
wecYb cÖYvwji MwZkxjZvi Dci GKwU †Kv¤úvwbi mv_©KZv A‡bKvs‡k wbf©i K‡i| GUv LyeB ¸iæZ¡c~Y© GB Kvi‡Y
†h wecY‡bi Ab¨ PjK¸‡jv mn‡RB cwieZ©b Kiv †M‡jI GB PjKwUi cwieZ©b Lye e¨qeûj I Kó mva¨| GQvovI
wecYb cÖYvwj msµvšÍ wm×všÍ Ab¨ mKj wecYb wm×všÍ‡K mivmwi cÖfvweZ K‡i| c‡Y¨i Drcv`‡bi gvÎv, c‡Y¨i
g~j¨ wba©viY, weµqKg©xi msL¨v wba©viY, weÁvc‡bi e¨vcKZv wbiƒcY BZ¨vw` wecYb cÖYvwj Øviv cÖfvweZ nq| d‡j
wecYbKvix‡K eZ©gvb Ges fwel¨‡Zi wecYb cwi‡ek we‡ePbv K‡i mZ©KZvi mv‡_ wecYb cÖYvwj wWRvBb Ki‡Z
nq|
wecYb cÖYvwj ev eÈb cÖYvwj
Marketing Channels or Distribution Channel
eZ©gv‡b cÖwZ‡hvwMZvg~jK e¨emvqxK cwi‡e‡k e¨emv‡qi mdjZv wecYb cÖYvwji Ici A‡bKvs‡k wbf©ikxj|
Drcv`K †_‡K †fv³vi Kv‡Q cY¨ ewÈZ nevi mvwe©K e¨e¯’v‡KB wecYb cÖvYvwj ejv nq| wecYb cÖYvwj‡K eÈb
cÖYvwj wn‡m‡eI AvL¨vwqZ Kiv n‡q _v‡K| Drcv`‡Ki wbKU †_‡K P~ovšÍ †fv³v ev e¨enviKvixi wbKU cY¨
†cuŠQv‡bvi Kv‡R wb‡qvwRZ Ges c‡Y¨i gvwjKvbv n¯ÍvšÍ‡ii mv‡_ RwoZ e¨w³ ev cÖwZôv‡bi mgwó‡K wecYb cÖYvwj
ejv nq| Philip Kotler & Gary Armstrong wecYb cÖYvwj‡K msÁvwqZ K‡i‡Qb GBfv‡e, ÒeÈb cÖYvwj n‡jv
ci¯úi wbf©ikxj msMVbmg~‡ni GKwU `j, hviv e¨w³ ev e¨emvqxK e¨enviKvix‡`i Rb¨ cY¨ ev †mev e¨envi ev
†fvM Dc‡hvMx Ki‡Z mvnvh¨ K‡i|Ó wecYb cÖYvwj †fv³v Ges Drcv`‡Ki g‡a¨ †hvMm~Î ¯’vcb Ki‡Q| cÖwZôvb
wewfbœ c‡Y¨i Rb¨ wewfbœ cÖKvi wecYb cÖYvwj e¨envi Ki‡Z cv‡i| wPÎ bs 11.1 Abyhvqx, Drcv`K cY¨ Drcv`b
K‡i wKfv‡e †fv³vi Kv‡Q Zv wewfbœ ga¨¯’ e¨emvqx (Intermediaries) Gi gva¨‡g †cuŠ‡Q w`‡”Q| Drcv`K cÖ_gZ
cvBKvwi e¨emvqxi Kv‡Q cY¨ weµq K‡i Avevi, cvBKvi‡`i wbKU †_‡K LyPiv e¨emvqxiv cY¨ msMÖn K‡i|
cwi‡k‡l LyPiv e¨emvqxi KvQ †_‡K mvaviY †µZviv cY¨ µq K‡i _v‡K| Gfv‡e Drcv`K †_‡K †fv³vi Kv‡Q cY¨
ewÈZ nq| G mvwe©K e¨e¯’v‡KB ejv nq wecYb ev eÈb cÖYvjx|

wecYb cÖYvwji m`m¨/ ga¨¯’ e¨emvqx

Drcv`K cvBKvi LyPiv e¨emvqx ‡fv³v

wPÎ 11.1: wecYb cÖYvwji mvaviY g‡Wj

Drcv`K mivmwi †fv³vi wbKU cY¨ weµq Ki‡Z cv‡i A_ev P~ovšÍ †fv³v‡`i wbKU weµq Kivi Rb¨ Z…Zxq c‡ÿi
mvnvh¨ wb‡Z cv‡i| Drcv`K †fv³vi wbKU mivmwi ev cÖZ¨ÿfv‡e cY¨ weµq Ki‡Z cv‡i| Avevi Drcv`K hLb
cY¨ e›U‡bi Rb¨ GKRb ga¨¯’ e¨emvqxi mnvqZv MÖnY K‡i ZLb wecYb cÖYvwj GK avc we¯Í…Z nq| GBfv‡e
Drcv`K I †fvM¨cY¨ ev wkícY¨ e¨enviKvixi (Industrial user) g‡a¨ GKvwaK ga¨¯’ e¨emvqx Kvh©iZ _vK‡Z

BDwbU GMv‡iv c„ôvÑ150

wecYb cÖYvwj e¨e¯’vcbv

cv‡i| wecY‡bi mKj Dcv`v‡bi Ici wecYb cÖYvwj mivmwi cÖfve we¯Ívi K‡i _v‡K, ZvB wecYbKvix‡K mZK©Zvi
mv‡_ †KŠkj I wm×všÍ wb‡Z nq| c‡Y¨i g~j¨ wba©viY, weµqKg©xi msL¨v wba©viY, weÁvc‡bi e¨vcKZv wbiƒcY
BZ¨vw` wecYb cÖYvwj Øviv cÖfvweZ nq| cÖwZôvb h‡_ó DbœZgv‡bi cY¨ ˆZwi K‡iI cvBKvi ev LyPiv e¨emvqx‡`i
Amn‡hvwMZvi Kvi‡Y e¨vemv Kvh©µg m¤úv`‡b mgm¨vq co‡Z cv‡i Ges cwi‡k‡l e¨vemv ¸wU‡q †dj‡Z eva¨ nq|
Avevi, A‡bK cÖwZôvb wecYb cÖYvwji m`m¨‡`i (wWjvi, cwi‡ekK, cvBKvi, LyPiv e¨vemvqx BZ¨vw`) mv‡_
mym¤úK© cÖwZôvi gva¨‡g e¨emv‡q Afvebxq mvdj¨ AR©b Ki‡Z mÿg n‡q‡Q|

wecYb cÖYvwji ¸iæZ¡

Importance of Marketing Channels
wecYb cÖYvwj ¯’vbMZ Dc‡hvM m„wó‡Z ¸iæZ¡c~Y© f~wgKv iv‡L| Gi gva¨‡g c„w_exi GK cÖv‡šÍi Drcvw`Z cY¨ Ab¨
cÖv‡šÍi †fv³v‡K mn‡RB †cuŠ‡Q †`Iqv m¤¢e n‡”Q| wecYb cÖYvwji cÖavb D‡Ïk¨ n‡jv †fv³vi Kv‡Q mwVK mg‡q
mwVK cY¨ mieivn wbwðZqZvi e¨e¯’v Kiv| wecYb cÖYvwj †fv³v‡`i Pvwn`v †gvZv‡eK cY¨wU †µZv‡`i mieivn
K‡i _v‡K| Drcv`K `ÿ eÈb e¨e¯’v cÖwZôvi gva¨‡g µgea©gvb cÖwZ‡hvwMZv †gvKv‡ejv K‡i cÖwZôv‡bi weµq
e„wׇZ ¸iæZ¡c~Y© f~wgKv cvjb K‡i| †fv³vi wbKU me‡P‡q Kg Li‡P cY¨ †cŠuQv‡bv wecYb cÖYvwji f~wgKv
Ab¨Zg| myôy eÈb e¨e¯’v cÖwZôv Ges wecYb cÖYvwj wbqš¿‡Yi gva¨‡g eÈb LiP A‡bKvs‡k Kgv‡bv m¤¢eci nq|
†µZv cY¨ µ‡qi cvkvcvwk A‡bK ai‡bi †mev Avkv K‡i| Drcv`K wecYb cÖYvwji m`m¨‡`i gva¨‡g †mB †mev
mieivn K‡i, KviY wecYb cÖYvwji m`m¨iv †fv³v‡`i mv‡_ Nwbófv‡e mshy³ _v‡K| d‡j Zviv †fv³v‡`i Pvwn`v,
Avkv, AvKvsLv we‡kølb K‡i †mfv‡e Zv‡`i Kvg¨ †mev mieivn K‡i _v‡K| c‡Y¨i cÖwZ †µZvi AvbyMZ¨ m„wó‡Z
wecYb cÖYvwji AviI GKwU ¸iæZ¡c~Y© D‡Ïk¨| c‡Y¨i cÖvwß I cY¨ †mev gv‡bi Ici wfwË K‡i c‡Y¨i cÖwZ †µZvi
AvbyMZ¨ m„wó nq| cY¨ `ªæZ Ges Kvh©Kifv‡e †fv³v‡`i wbKU †cŠuQv‡bvi Rb¨ wecYb cÖYvwj cÖwZôv Kiv n‡q
_v‡K| G Kvi‡Y wecYb cÖYvwji m`m¨iv wewfbœ ¯’v‡b cY¨ gRy‡`i e¨e¯’v K‡i _v‡K| e¨emvqxK Kvh©µg cwiPvjbvi
Rb¨ Drcv`K‡K wewfbœ wel‡qi g‡a¨ mgš^q mvab Ki‡Z nq| wewfbœ c‡ÿi mv‡_ †hvMv‡hv‡Mi gva¨‡g Drcv`‡Ki
e¨emvqxK mgš^‡qi KvRwU wecYb cÖYvwji m`m¨‡`i gva¨‡g m¤úvw`Z n‡q †_‡K| wecYb cÖYvwji m`m¨iv wewfbœ
fv‡e cÖwZ‡hvwMZv m„wó K‡i| cÖ‡Z¨K cÖYvwji m`m¨iv Zv‡`i eªv‡Ûi evRvi MÖY‡hvM¨Zv e„w× Kiv‡Z Pvq| d‡j Zviv
†fv³v‡`i bvbv fv‡e cY¨ µ‡q DrmvwnZ K‡i| Ab¨ w`‡K Drcv`‡K bvbv ai‡bi evRvi Z_¨ mieivn K‡i c‡Y¨i
cÖwZ‡hvwMZvi cwi‡ek m„wó K‡i| wecYb cÖYvwji Avi GKwU D‡Ïk¨ n‡jv evRvi cwiwa m¤cÖmviY Kiv|
cÖwZ‡hvwMZvi mvd‡j¨i Rb¨ e„n`vqZb Drcv`b e¨e¯’v M‡o Zzj‡Z nq| d‡j cY¨ weµ‡qi Rb¨ cÖ‡qvRb nq we¯Í…Z
eÈb e¨e¯’v| AwaK msL¨K ga¨¯’ e¨emvqx wb‡qv‡Mi gva¨‡g mn‡RB evRvi `Lj I wbqš¿Y Kiv m¤¢eci n‡q
_v‡K| †fv³v‡`i c‡ÿ Drcv`‡Ki mv‡_ mivmwi †hvMv‡hvM Kiv m¤¢eci nq bv| Drcv`‡Ki cÖwZwbwa wnmv‡e
ga¨¯’KvievwiMY KvR K‡i _v‡K| †µZvMY Zv‡`i Afve, Awf‡hvM, Pvwn`v, gZvgZ BZ¨vw` welq¸‡jv mivmwi
wecYb cÖYvwji m`m¨‡`i wbKU e¨³ K‡i| cÖYvwji m`m¨MY myôz mgvav‡bi gva¨‡g †µZv‡`i Av¯’v I mš‘wó AR©‡b
mg_© nq| wecYb cÖYvwj cÖwZôv‡bi fveg„wZ© e„wׇZ Ae`vb iv‡L| eÈb cÖYvwj m`m¨‡`i AvPvi AvPiY, e¨envi
Ges †mev cÖwZôv‡bi cÖ‡gvkb wnmv‡e KvR K‡i| wecYb cÖYvwji m`m¨‡`i Kvh©vewj, `vwqZ¡, mgZv I wek¦¯Z Í v
BZ¨vw`i gva¨‡g cÖwZôv‡bi MÖnY‡hvM¨Zv e„w× cvq Ges mv‡_ mv‡_ cÖwZóv‡bi fveg~wZ© e„w× cvq| ga¨¯’ e¨evwq‡`i
Rb¨ cÖwZôvb av°v †KŠkj (Push strategy) I †U‡b †Zvjv †KŠkj (Pull strategy) e¨envi K‡i _v‡K| av°v
†KŠk‡ji gva¨‡g Drcv`bKvwi cÖwZôvb weµq cÖmvi, weµqKg©x, e¨emvq †gjv (Trade Shows) BZ¨vw`i e¨envi
K‡i ga¨¯’ e¨emvqx‡K c‡Y¨i weµq evov‡bvi Rb¨ cÖ‡Yv`bv †`q| Avevi, †U‡b †Zvjv †KŠkj e¨envi K‡i
Drcv`bKvwi cÖwZôvb weÁvcb, cÖmvi BZ¨vw` †hvMv‡hvM gva¨g e¨envi K‡i P~ovšÍ †fv³v‡`i gv‡S Pvwn`v evov‡bvi
†Póv K‡i| G‡Z †fv³v wb‡RB ga¨¯’ e¨emvqxi Kv‡Q Drcv`bKvwii cY¨ weµq Kivi Rb¨ Aby‡iva K‡i| G `yB
†KŠkj e¨envi K‡i Drcv`bKvix cÖYvwji m`m¨‡`i cÖ‡Yv`bv w`‡q _v‡K|

BDwbU GMv‡iv c„ôvÑ 151

 weweG †cÖvMÖvg

f¨vjy †bUIqvK©
Value Network
cÖwZôvb eZ©gvb mg‡q ïaygvÎ GKKfv‡e mieivnKvix, eÈbKvix ev †µZvi cÖwZ †Rvi †`evi cwie‡Z© mvgwMÖK
mieivn †PBb (Whole Supplies Chain) ev mieivn wkK‡ji Ici †Rvo †`Iqv n‡”Q| mvgwMÖK mieivn †PBb
Drcv`bKvixi KvuPvgvj, Ab¨vb¨ Dcv`vb Ges Drcvw`Z c‡Y¨i g‡a¨ mgš^q mvab K‡i| cÖwZwU cÖwZôv‡b mieivn
†PBb Avjv`vfv‡e eÈb I mieivn e¨e¯’v cwiPvjbvi KvR K‡i _v‡K| cY¨ Drcv`‡bi Rb¨ KvuPvgv‡ji cÖ‡qvRb
nq hv Drcv`bKvix wewfbœ mieivnKvixi KvQ †_‡K msMÖn K‡i| wewfbœ mieivnKvwii KvQ †_‡K KvuPvgvj msMÖn
msµvšÍ wm×všÍ †bIqvi Rb¨ wecYbKvix Pvwn`v †PBb cwiKíbv (Demand Chain Planning) K‡i _v‡K| myZivs,
KuvPvcY¨ †hvMvb P~ovšÍ Kiv I P~ovšÍ c‡Y¨i eÈb mwVKfv‡e I Pvwn`v Abyhvwq Kivi Rb¨B f¨vjy ‡bUIqvK© ˆZwi
K‡i e¨e¯’vcbv Kiv nq| A‡bKmgqB m¤¢e nq bv| GB Kvi‡Y mv¤cÖwZKKv‡j †Kv¤úvwbmg~n f¨vjy †bUIqvK©
e¨e¯’vcbvq GwM†q Avm‡Q| f¨vjy †bUIqvK© n‡jv GKwU cÖwZôv‡bi Ac©b (cY¨ ev †mev) m¤cÖmviY I mieiv‡ni
Rb¨ Zvi Drmmg~‡ni gv‡S Askx`vwi †RvUe× e¨e¯’v| wPÎ 11.2 G f¨vjy †bUIqvK© ‡`Lv‡bv n‡jv-
f¨vjy †bUIqvK© wewfbœ cwi‡cÖwÿZ ˆZwi K‡i| cÖ_gZ, mieivn I eȇbi mgš^†qi Rb¨ GKwU †Kv¤úvwb mieivn I

mieivnKvwi Drcv`K cvBKvi LyPiv Kvievwi ‡fv³v

wPÎ 11.2: f¨vjy †bUIqvK©

eÈb e¨e¯’vq Kx cwigvY AwZwi³ A_© mieivn Ki‡Z n‡e Zv wba©viY K‡i| wØZxqZ, mieivn †PB‡bi LiP ev †h
†Kv‡bv cwieZ©b I mgm¨v m¤ú‡K© †Kv¤úvwb‡K m‡PZb K‡i| Z…ZxqZ, B›Uvi‡b‡U †jb‡`b I A_© cwi‡kv‡ai d‡j
f¨vjy †bUIqvK© Kg Li‡P I `ªæZZvi mv‡_ KvR Ki‡Z cv‡i| cvV 2.1 G we¯ÍvwiZ Av‡jvPbv Kiv n‡q‡Q|

mvims‡ÿc:
Drcv`K †_‡K †fv³vi Kv‡Q cY¨ ewÈZ nevi mvwe©K e¨e¯’v‡KB wecYb cÖvYvwj ejv nq| wecYb cÖYvwj ¸iæZ¡
e¨vcK| wecYb cÖYvwj ¯’vbMZ Dc‡hvM m„wó‡Z ¸iæZ¡c~Y© f~wgKv iv‡L| wecYb cÖYvwji cÖavb D‡Ïk¨ n‡jv
†fv³vi Kv‡Q mwVK mg‡q mwVK cY¨ mieivn wbwðZqZvi e¨e¯’v Kiv| Drcv`K `ÿ eÈb e¨e¯’v cÖwZôvi
gva¨‡g µgea©gvb cÖwZ‡hvwMZv †gvKv‡ejv K‡i cÖwZôv‡bi weµq e„wׇZ ¸iæZ¡c~Y© f~wgKv cvjb K‡i| †fv³vi
wbKU me‡P‡q Kg Li‡P cY¨ †cŠuQv‡bv wecYb cÖYvwji f~wgKv Ab¨Zg| myôy eÈb e¨e¯’v cÖwZôv Ges wecYb
cÖYvwj wbqš¿‡Yi gva¨‡g eÈb LiP A‡bKvs‡k Kgv‡bv m¤¢eci nq| c‡Y¨i cÖwZ †µZvi AvbyMZ¨ m„wó‡Z wecYb
cÖYvwji AviI GKwU ¸iæZ¡c~Y© D‡Ïk¨| f¨vjy †bUIqvK© n‡jv GKwU cÖwZôv‡bi Ac©b (cY¨ ev †mev) m¤cÖmviY I
mieiv‡ni Rb¨ Zvi Drmmg~‡ni gv‡S Askx`vwi †RvUe× e¨e¯’v|

BDwbU GMv‡iv c„ôvÑ152

wecYb cÖYvwj e¨e¯’vcbv

cvV-11.2 wecYb cÖYvwji Kvhv©ewj I ch©vq

Functions and Levels of Marketing Channel

D‡Ïk¨
G cvV †k‡l Avcwb-

wecYb cÖYvwji Kvh©vewj Av‡jvPbv Ki‡Z cvi‡eb; Ges

wecYb cÖYvwji ch©vq m¤ú‡K© e¨vL¨v Ki‡Z cvi‡eb |
Drcv`K cY¨ Drcv`b Kivi ci cY¨ weµ‡qi `vwqZ¡ I wbqš¿Y wewfbœ wecYb cÖYvwji m`m¨ ev ga¨¯’ e¨emvqxi
wbKU n¯ÍvšÍi K‡i| KviY Drcv`K ga¨¯’ e¨emvqxi mv‡_ mym¤úK© I Pzw³i gva¨‡g Zv‡`i AwfÁZv, `ÿZv I Kvh©
m¤úv`‡bi e¨cKZv‡K Kv‡R jvMv‡Z cv‡i| Ab¨w`‡K G ga¨¯’ e¨emvqxivB Afxó †µZv I †fv³vi Kv‡Q me‡P‡q
`ÿ I Kvh©Kifv‡e cY¨ mieivn Ki‡Z cv‡i, hv Drcv`‡Ki GKKfv‡e m¤úbœ Kiv m¤¢e nq bv|
wecYb cÖYvwji Kvh©vewj
Marketing Channel Functions
wecYb cÖYvwji cÖavb KvR n‡jv †fv³v‡`i Kv‡Q cY¨ †cŠu‡Q †`qv| GQvovI wecYb cÖYvwj wewfbœ cÖKvi Dc‡hvM
m„wó Ki‡Z cv‡i| c‡Y¨i ¯’vbMZ, gvwjKvbvMZ I n¯ÍvšÍiRwbZ KvRmn wecYb cÖYvwji m`m¨iv Av‡iv A‡bK
Kv‡Ri mv‡_ mswkøó nq| wecYb cÖYvwji gva¨‡g bZzb c‡Y¨i Pvwn`v, †fv³vi c”Q›` ev Ab¨vb¨ Z_¨ Drcv`K
Rvb‡Z cv‡i| evRvi cwi‡ek msµvšÍ wewea cÖKv‡ii Z_¨vewj M‡elYv I ch©‡eÿ‡Yi gva¨‡g msMÖn K‡i
ga¨¯’e¨emvqxiv Drcv`K Ges †µZv Dfq‡KB mieivn K‡i _v‡K| weµq e„w×i Rb¨ cY¨ m¤ú‡K© †µZv‡`i
AewnZ Kiv Ges cY¨ µ‡q cÖ‡ivwPZ Kiv wecYb cÖYvwji m`m¨‡`i Ab¨Zg `vwqZ¡| c‡Y¨i weµq e„w×i j‡ÿ¨
wewfbœ Kvh©µg MÖnY I cwiPvjbv Kiv wecYb cÖYvwji cÖavb KvR| GQvovI †Kv‡bv cY¨ m¤úwK©Z Z_¨vewji
weZi‡Yi Rb¨ mwVK I Kvh©Ki †hvMv‡hvM Kg©m~wP cÖYqb I ev¯Íevqb Kiv wecYb cÖYvwji m`m¨‡`i Kv‡Ri
AšÍfz©³| m¤¢ve¨ †µZv AbymÜvb Ges Zv‡`i mv‡_ †hvMv‡hvM ¯’vc‡bi KvRwU wecYb cÖYvwj m¤úv`b K‡i _v‡K|
Giv bZzb evRvi m„wó K‡i Ges `ÿ †mev`v‡bi g‡a¨ cÖwZôv‡b c‡Y¨i weµq e„w× K‡i _v‡K| †µZvi Pvwn`v
Abyhvqx cY¨ msMÖn Kiv, †mB cY¨ mwVK mg‡q †µZv‡`i wbKU †cŠuwQ‡q †`Iqv Ges c‡Y¨i Pvwn`vi mv‡_ †hvMv‡bi
mgš^qmvab Kiv wecYb cÖYvwji ¸iæZ¡c~Y© KvR| GRb¨ Zviv c¨v‡KwRs, †kªYxe×KiY I GKwÎKi‡Yi KvRmg~n
K‡i _v‡K| wecYb cÖYvwji m`m¨iv c‡Y¨i gvwjKvbv n¯ÍvšÍi Kivi j‡ÿ¨ c‡Y¨i g~j¨ I Ab¨vb¨ kZv©ewj
`iKlvKwli gva¨‡g P~ovšÍ K‡i _v‡K| c‡Y¨i g~j¨ KZ n‡e, cwi‡kv‡ai mgq KZ n‡e, †Kv_vq, wKfv‡e †Wwjfvix
†`Iqv n‡e BZ¨vw` welq wb‡q †µZv‡`i mv‡_ wecYb cÖYvwji m`m¨iv mg‡SvZv ¯’vcb K‡i _v‡K| e¯‘MZ eÈb
Kivi ¯^v‡_© cY¨ cwienb Ges ¸`vgRvZKi‡Yi gZ ¸iæZ¡c~Y© wecYb Kvh©vewj wecYb cÖYvwji gva¨‡g m¤úvw`Z
n‡q _v‡K| †µZv‡`i Rb¨ cY¨ msiÿY K‡i cÖ‡qvRbxq mg‡q cwien‡bi gva¨‡g mwVK ¯’v‡b †cŠuQv‡bvi KvRwU
wecYb cÖYvwji gva¨‡g m¤úv`b Kiv nq| A‡bK mgqB Drcv`K †fv³v‡`i A_© mieivn K‡i wecYb cÖYvwj
¸iæZ¡c~Y© e¨emvqxK Kvh©vewj m¤ú`b K‡i _v‡K| Drcv`‡Ki cY¨ AMÖxg µq, A_ev cy‡iv cY¨ weµ‡qi `vwqZ¡ wb‡q
_v‡K| Avevi evwK‡Z cY¨ mieivn K‡i †µZv‡`i A_© ms¯’v‡b mnvqZv Ki‡Q| wecYb cÖYvwji m`m¨MY wewfbœ
cÖKvi e¨emvqxK SzuwK enb K‡i _v‡K| Gi g‡a¨ cY¨ cwienb SzuwK, cY¨ gRyZKiY SzuwK, cY¨ Pvwn`v Ges
†hvMv‡bi mv‡_ mgš^‡qi SzuwK, wewfbœ `yN©UbvRwbZ SzuwK BZ¨vw` n‡jv ¸iæZ¡c~Y|© GQvovI wecYb cÖYvwji m`m¨iv
Drcv`K, †fv³v Ges mgvR‡K wewfbœfv‡e †mev cÖ`vb K‡i| †fv³v‡`i †hgb wewfbœ iKg Z_¨ cÖ`vb K‡i
Drcv`‡b MwZkxjZv Av‡b, †Zgwb †fv³v‡`i bvbvwea mgm¨v `~i K‡i weµ‡qi cwigvY e„w× K‡i| myZivs ejv hvq
†h, eÈb cÖYvwj Drcv`K I †fv³vi g‡a¨ †h k~b¨Zv _v‡K Zv c~i‡Y mnvqZv K‡i|

BDwbU GMv‡iv c„ôvÑ 153

 weweG †cÖvMÖvg

wecYb cÖYvwji ch©vq

Levels of Marketing Channel
†Kv‡bv c‡Y¨i P~ovšÍ †µZvi wbKU cY¨ †cuŠwQ‡q †`Iqvi Kv‡R wb‡qvwRZ ga¨¯’e¨emvqx‡`i cÖ‡Z¨K ¯Íi‡K eÈb
cÖYvwji ch©vq ev ¯Íi (Channel level) ejv nq| cÖ‡Z¨K ch©v‡q cY¨ eÈbmsµvšÍ wKQy bv wKQy KvR m¤úvw`Z nq|
GgbwK c‡Y¨i Drcv`K I P~ovšÍ †fv³vI eÈb cÖYvwji Awe‡”Q`¨ Ask wn‡m‡e wKQy KvR m¤úbœ K‡i| wecYb
cÖYvwji ˆ`N©¨ (Channel length) wbav©wiZ nq Drcv`K I †fv³vmn eÈb cÖYvwj‡Z e¨eüZ ch©vq ev ¯Í‡ii
gva¨‡g| wecYb cÖYvwji ch©vq Abyhvqx wecYb cÖYvwj g~jZ `yB ai‡bi-
1. cÖZ¨ÿ eÈb cÖYvwj (Direct Marketing Channel) Ges
2. c‡ivÿ eÈb cÖYvwj (Indirect Marketing Channel)
Avevi c‡Y¨i aib Abyhvqx wecYb cÖYvwj g~jZ wZb ai‡bi- (K) †fvM¨ c‡Y¨i eÈb cÖYvwj (Marketing Channel
of Consumer Products) (L) wkí c‡Y¨i eÈb cÖYvwj (Marketing Channel of Industrial Products) Ges (M)
†mev c‡Y¨i eÈb cÖYvwj (Distribution Channel of Services) |
1. cÖZ¨ÿ eÈbcÖYvwj (Direct Marketing Channel): cÖZ¨ÿ eÈb cÖYvwji gva¨‡g Drcv`K †fv³vi wbKU
mivmwi cY¨ weµq K‡i| Gi gva¨‡g Drcv`K Zvi cY¨ weµ‡qi Rb¨ †Kv‡bv ga¨¯’ e¨emvqxi mvnvh¨
QvovB wb‡Ri D‡`¨v‡M †fv³vi wbKU cY¨ †cuŠQv‡bvi e¨e¯’v K‡i| G‡K k~Y¨ chv©q/¯Íi wewkó wecYb cÖYvwj
(Zero-level Marketing Channel) e‡j| wkí cY¨ eȇbi †ÿ‡Î G cÖYvwj me©vwaK e¨envi Kiv nq|
Aek¨ K…wlR Ges KviLvbvq Drcvw`Z †fvM¨cY¨ wewµi †ÿ‡ÎI cÖZ¨ÿ cÖYvwji eûj cÖPjb †`Lv hvq|
K…lK hLb P~ovšÍ †fv³vi wbKU avb-PvDj ev meRx-ZiKvwi wewµ K‡i, ZLb †m cÖZ¨ÿ cÖYvwjB e¨envi
K‡i _v‡K| †fvM¨ c‡Y¨i Drcv`K WvK‡hv‡M (Mail order), AbjvBb weµq (Online Sales), wUwf‡Z
mivmwi weµq (TV selling), †Uwjgv‡K©wUs (Telemarketing), `iRv †_‡K `iRvq weµq (Door to Door
selling) ev wbR¯^ LyPiv †`vKv‡bi gva¨‡g cY¨ †fv³v‡`i wbKU mivmwi weµq Ki‡Z cv‡i| AvRKvj
†fvM¨ c‡Y¨i A‡bK Drcv`K eû-kvLv wecwY I †PBb †÷v‡ii gva¨‡g †fvMKvixi wbKU mivmwi cY¨mvgMÖx
weµq Ki‡Q| D`vniY¯^iæc, evsjv†`‡k IqvjUb, G‡c· my¨ cÖwZôvbmg~n †`‡ki wewfbœ ¸iæZ¡c~Y© ¯’v‡b
kvLv cÖwZôv K‡i Zv‡`i cY¨mvgMÖx mivmwi †fv³v‡`i nv‡Z †cuŠwQ‡q †`q| wPÎ bs 11.3 K) G †`Lv‡bv
n‡q‡Q|
2. c‡ivÿ eÈb cÖYvwj (Indirect Marketing Channel):
K) GK¯Íi wewkó cªYvwj (One Level Channel): Drcv`bKvix cÖwZôvb hLb LyPiv e¨emvqxi gva¨‡g
cY¨ †µZv ev †fv³vi Kv‡Q †cŠ‡Q †`q ZLb Zv‡K GKK ch©vq ev ¯Íi wewkó wecYb cÖYvwj e‡j
Kiv| Gi gva¨‡g Drcv`bKvix AwaK cwigv‡Y cY¨ LyPiv e¨emvqxi Kv‡Q weµq K‡i| mivmwi LyPiv
e¨emvqxi Kv‡Q weµ‡qi d‡j †fv³v‡`i iæwP, d¨vkb cÖeYZv, cY¨mvgMÖxi cÖwZ Zv‡`i AvKl©Y I
Pvwn`v m¤ú‡K© we¯ÍvwiZ I wbf©i‡hvM¨ Z_¨ I aviYv jvf Kiv Drcv`‡Ki c‡ÿ m¤¢e nq|
D`vniY¯^iƒc -Rvg`vwbi KvwiMi wbDgv‡K©‡Ui †Kv‡bv LyPiv e¨emvqxi Kv‡Q kvwo weµq K‡i P~ovšÍ
†fv³vi Kv‡Q †cŠ‡Q †`Iqvi Rb¨| GQvovI wgwó I we¯‹zU cÖ¯Z ‘ Kvix cÖwZôvb, kxZj cvbxq
cÖ¯‘ZKvix cÖwZôvb|
L) `yB ¯Íi wewkó cªYvwj (Two Levels Channel): Drcv`K A‡bKmgq Drcvw`Z cY¨mvgMÖx mivmwi
cvBKvwi e¨emvqxi wbKU mieivn K‡i Ges cieZx©‡Z cvBKvi Zv LyPiv e¨emvqxi wbKU weµq
K‡i| G‡K `yB ¯Íi wewkó eÈb cÖYvwj ejv nq| G‡ÿ‡Î cvBKvi e¨emvqxiv GKmv‡_ AwaK
cwigv‡Y cY¨ Drcv`‡Ki KvQ †_‡K µq K‡i Ges Aí cwigv‡Y ev ÿz`ª As‡k fvM K‡i LyPiv
e¨emvqxi wbKU cY¨ eÈb K‡i| cieZ©x‡Z LyPiv e¨emvqxiv Zv P~ovšÍ †fv³vi Kv‡Q weµq K‡i| G
RvZxq eÈb cÖYvwj e¨envi Ki‡j Drcv`K I LyPiv Kvievwi Df‡q DcK…Z nq| G cÖYvwj e¨envi
K‡i evsjv‡`‡k Pvj, Wvj, mewR eÈb Kiv nq| D`vniY¯^iƒc- XvKvi KviIqvb evRvi mewRi

BDwbU GMv‡iv c„ôvÑ154

wecYb cÖYvwj e¨e¯’vcbv

cvBKvi evRvi| GLvb †_‡K XvKvi wewfbœ GjvKvi mewRi LyPiv e¨emvqxiv mewR µq K‡i Zv‡`i
wbR wbR GjvKvq weµq K‡i|
(M) wZb ¯Íi wewkó cªYvwj (Three levels Channel): Drcv`K hLb cvBKvi ev LyPiv e¨emvqxi wbKU
mivmwi cY¨ weµq bv K‡i hLb ÿz`ª cvBKv‡ii Kv‡Q weµq K‡i ZLb wZb ¯Íiwewkó cÖYvwji
e¨envi nq| GB ÿz`ª cvBKvi e¨emvqx‡`i Revi (Jobber) ejv nq, hviv Avevi ÿz`ª LyPiv e¨emvqxi

0 ¯Íi 1 ¯Íi 2 ¯Íi 3 ¯Íi 0 ¯Íi 1 ¯Íi 2 ¯Íi 3 ¯Íi

Drcv`bKvix Drcv`bKvix Drcv`bKvix Drcv`bKvix Drcv`bKvix Drcv`bKvix Drcv`bKvix Drcv`bKvix

cvBKvwi Drcv`bKvixi Drcv`bKvixi

cvBKvwi
cÖwZwbwa weµq kvLv

Revi

LyPiv LyPiv LyPiv wkícY¨ weZibKvix

e¨emvqx e¨emvqx e¨emvqx

‡fv³v ‡fv³v ‡fv³v ‡fv³v wkí †µZv wkí †µZv wkí †µZv wkí †µZv

K) †fv³v wecYb cÖYvwj L) wkí wecYb cÖYvwj

wPÎ 11.3: †fv³v I wkí wecYb cÖYvwj

Kv‡Q cY¨ weµ‡qi e¨e¯’v K‡i P~ovšÍ †fv³vi Kv‡Q cY¨ †cŠ‡Q †`q|

wkí c‡Y¨i eÈb cÖYvjx (Distribution Channel of Industrial Goods): ‡h mKj cY¨ cybivq Drcv`‡bi Rb¨
A_ev cybtweµ‡qi Rb¨ µq Kiv n‡q Zv‡K Zv‡K wkí cY¨ ejv nq| mvaviYZ wkí c‡Y¨i eÈb cÖYvjx †QvU n‡q
_v‡K| wb‡gœ e¨emvq c‡Y¨i wewfbœ ai‡Yi eÈb c×wZ †`Lv‡bv n‡jv- (K) mivmwi eÈb (Direct Distribution):
Drcv`bKvix hLb †Kvb ga¨¯’Kvievix Qvov mivmwi e¨emvqx c‡Y¨i e¨enviKvix‡`i wbKU cY¨ weµq K‡i ZLb
Zv‡K mivmwi eÈb c×wZ e‡j| †gwkbvix, LyPiv hš¿vsk, KvuPvgvj cÖvq †¶‡Î mivmwi e¨enviKvix‡`i wbKU weµq
Kiv n‡q _v‡K| wb‡gœ GB c×wZi GKwU g‡Wj †`Lv‡bv n‡jv| (L) wkíc‡Y¨i weZiYKvix‡`i gva¨‡g eÈb
(Distribution through Industrial Distributors): GB eÈb e¨e¯’vq Drcv`K mivmwi e¨enviKvix‡`i wbKU cY¨
weµq K‡i bv| Zviv wkí c‡Y¨i weZiYKvix A‡š^lY K‡i Ges Zv‡`i wbKU cY¨ weµq K‡i| wkí c‡Y¨i †µZviv
wkí c‡Y¨i weZiYKvix‡`i wbKU †_‡K cY¨ msMÖn K‡i| (M) Drcv`bKvixi cÖwZwbwa ev weµq kvLvi gva¨‡g eÈb
(Distribution through Manufacturer's Representative or Sales Branch): GB e¨e¯’vq Drcv`K Zvi wbR¯^
cÖwZwbwa A_ev weµq kvLvi gva¨‡g cY¨ weµq K‡i| mvaviYZ Drcv`K Zvi GKK wbqš¿b eRvq ivLvi Rb¨ GB
c×wZ MÖnY K‡i _v‡Kb| †h mKj †¶‡Î wbR¯^ weµq kvLvi gva¨‡g cY¨ weµq e¨qeûj e‡j g‡b nq †mLv‡b
Drcv`bKvix wbR¯^ G‡R‡›Ui gva¨‡g cY¨ weµq K‡i| wPÎ bs 11.3 (L) G †`Lv‡bv n‡q‡Q|

BDwbU GMv‡iv c„ôvÑ 155

 weweG †cÖvMÖvg

†mev c‡Y¨i eÈb cÖYvwj (Distribution Channel of Services): eZ©gv‡b eÈb cÖYvwj e¯‘MZ c‡Y¨i mv‡_ mv‡_
†mev cY¨‡KI eÈb Ki‡Z nq| †fvM¨ cY¨ Ges wkíc‡Y¨i eȇbi †P‡q †mevi ˆewkó¨MZ Kvi‡Y eÈb cÖYvwj‡Z
cv_©‡K¨i m„wó nq| †mevi eÈb cÖYvwj `yB ai‡Yi- (K) cÖZ¨ÿ evRviRvZKiY (Direct Marketing): †mevi cÖavb
ˆewkómg~n n‡jv, †mev A`„k¨gvb Ges AwefvR¨| ZvB GLv‡b cY¨ weµ‡qi Rb¨ mivmwi Drcv`K Ges †µZvi
Dcw¯’wZi cÖ‡qvRb nq| d‡j †ewkifvM †ÿ‡Î cÖvq mKj cÖKvi †mev mivmwi eÈb cÖYvwji gva¨‡g weµq Kiv nq|
†hgb-¯^v¯’¨ †mev, wkÿv †mev, AvBbMZ civgk© BZ¨vw`| (L) cÖwZwbwai gva¨‡g eÈb (Distribution through
Agents): †mev †Kv‡bv †Kv‡bv †ÿ‡Î c‡ivÿfv‡e eÈb Kiv †h‡Z cv‡i| G c×wZ‡Z wewfbœ †mevi Rb¨ Drcv`K
Zv‡`i cÖwZwbwa wb‡qvM K‡i _v‡K Ges G‡`i gva¨‡g eÈb cÖwµqv cÖwiPvwjZ nq| †hgb: weÁvcb gva¨g, we‡bv`b
†mev, Uªv‡fj G‡RwÝ BZ¨vw`|

mvims‡ÿc:

wecYb cÖYvwji cÖavb KvR n‡jv †fv³v‡`i Kv‡Q cY¨ †cŠu‡Q †`qv| GQvovI wecYb cÖYvwj wewfbœ cÖKvi Dc‡hvM
m„wó Ki‡Z cv‡i| c‡Y¨i ¯’vbMZ, gvwjKvbvMZ I n¯ÍvšÍiRwbZ KvRmn wecYb cÖYvwji m`m¨iv Av‡iv A‡bK
Kv‡Ri mv‡_ mswkøó nq| wecYb cÖYvwji gva¨‡g bZzb c‡Y¨i Pvwn`v, †fv³vi c”Q›` ev Ab¨vb¨ Z_¨ Drcv`K
Rvb‡Z cv‡i| evRvi cwi‡ek msµvšÍ wewea cÖKv‡ii Z_¨vewj M‡elYv I ch©‡eÿ‡Yi gva¨‡g msMÖn K‡i
ga¨¯’e¨emvqxiv Drcv`K Ges †µZv Dfq‡KB mieivn K‡i _v‡K| weµq e„w×i Rb¨ cY¨ m¤ú‡K© †µZv‡`i
AewnZ Kiv Ges cY¨ µ‡q cÖ‡ivwPZ Kiv wecYb cÖYvwji m`m¨‡`i Ab¨Zg `vwqZ¡| wecYb cÖYvwji ch©vq
Abyhvqx wecYb cÖYvwj g~jZ `yB ai‡bi- 1. cÖZ¨ÿ eÈb cÖYvwj Ges 2. c‡ivÿ eÈb cÖYvwj| Avevi c‡Y¨i aib
Abyhvqx wecYb cÖYvwj g~jZ wZb ai‡bi- (K) †fvM¨ c‡Y¨i eÈb cÖYvwj (L) wkí c‡Y¨i eÈb cÖYvwj) Ges (M)
†mev c‡Y¨i eÈb cÖYvwj| eZ©gv‡b eÈb cÖYvwj e¯‘MZ c‡Y¨i mv‡_ mv‡_ †mev cY¨‡KI eÈb Ki‡Z nq| †fvM¨
cY¨ Ges wkíc‡Y¨i eȇbi †P‡q †mevi ˆewkó¨MZ Kvi‡Y eÈb cÖYvwj‡Z cv_©‡K¨i m„wó nq| †mev mvaviYZ
cÖZ¨ÿ evRviRvZKiY I cÖwZwbwai gva¨‡g eÈb Kiv nq|

BDwbU GMv‡iv c„ôvÑ156

wecYb cÖYvwj e¨e¯’vcbv

cvV-11.3 cÖYvwji bK&kv cÖYqb wm×všÍmg~n

Channel Design Decisions
D‡Ïk¨

G cvV †k‡l Avcwb -

cÖYvwji bKkv cÖYqb wm×všÍmg~n e¨vL¨v Ki‡Z cvi‡eb; Ges

cÖYvwji e¨e¯’vcbv wm×všÍmg~n Av‡jvPbv Ki‡Z cvi‡eb|
mwVK wecYb cÖYvwj cY¨ ev †mevi mieivn wbwðZ Kivi Rb¨ A‡bK ¸iæZ¡c~Y© welq| wecY‡bi mKj Dcv`v‡bi
mv‡_ wecYb cÖYvwj Nwbó fv‡e RwoZ _v‡K| g~j¨ wbav©iY, cÖPvi Ges cY¨ e¨e¯’vcbv Kx n‡e †mB m¤ú‡K© wm×všÍ
†bevi Rb¨ wecYb cÖYvwj we‡ePbv Ki‡Z nq|
cÖYvwji bK&kv cÖYqb wm×všÍmg~n
Channel Design Decisions
wecYb cÖYvwj GK ai‡bi wewb‡qvM GB Kvi‡Y A‡bK wnmve wbKvk K‡i wecYb cÖYvwji bKkv cÖYqb Ki‡Z nq|
hw` mwVK we‡ePbvq GB cÖYvwj cÖYqb bv Kiv nq Z‡e GKwU cÖwZôvb ÿwZMÖ¯’ nq| aiv hvK- †Kvb cÖYvwji Rb¨
mivmwi wecYb cÖ‡qvRb †mLv‡b hw` wدÍi wewkó wecYb
cÖYvwj e¨envi Kiv n‡q _v‡K Z‡e wecYb Li‡Pi †fv³vi cÖ‡qvRb I cÖK…wZ we‡kølY
cwigvY e„w× cv‡e Ges g~‡j¨i Dci cÖfve we¯Ívi Ki‡e|
d‡j c‡Y¨i weµq Kg n‡e| ZvB A‡bK welq we‡ePbv
c‡Y¨i D‡Ïk¨ I mxgve×Zv wbav©iY
K‡i wecYb cÖYvwji bKkv cÖYqb Ki‡Z nq; hv wPÎ
11.4 G †`Lv‡bv n‡q‡Q| wb‡gœ welq¸wj Av‡jvPbv Kiv
cÖavb weKí cÖYvwjmg~n kbv³Kib
n‡jv-
1. †fv³vi cÖ‡qvRb I cÖK…wZ we‡kølY
cÖavb weKí cÖYvwjmg~n g~j¨vqb
(Analyzing the Consumer's Need and
Characteristics): wecYb cÖYvwj wbev©Pb Ges wPÎ 11.4: wecYb cÖYvwji bKkv cÖYqb wm×všÍmg~n
bKkv cÖYqb Kivi Rb¨ cÖ_‡gB †fv³vi
cÖ‡qvRb I †fv³v‡`i cÖK…wZ ev ˆewkó¨mg~n we‡kølY Kiv cÖ‡qvRb| GRb¨ Uv‡M©U †µZv‡`i wewfbœ welq
†hgb †µZviv †Kv_vq, KLb, †Kb, Kxfv‡e cY¨wU †c‡Z Pvq Ges Zv‡`i Avq- †ivRMvi, Pvwn`v, msL¨v
BZ¨vw` welq¸‡jv we‡ePbv Ki‡Z n‡e| GB †ÿ‡Î µ‡qi cwigvY, evRv‡ii cÖK…wZ, A‡cÿv mgq,
†µZvi msL¨v, Ae¯’vbMZ myweav, c‡Y¨i ˆewPΨZv, †mev mg_©b BZ¨vw` welq¸‡jvi Dci Av‡jvKcvZ Kiv
cÖ‡qvRb|
2. c‡Y¨i D‡Ïk¨ I mxgve×Zv wbav©iY (Setting the Channel Objectives and Constraints): †µZv‡`i
cÖZ¨vwkZ †mevi gvb I ¯Íi we‡ePbv K‡i wecYb cÖYvwji D‡Ïk¨ wbav©iY Kiv DwPZ| mvaviYZ GKwU
†Kv¤úvwb wewfbœ ¯Í‡ii cÖYvwj †mev cÖ`v‡bi Rb¨ K‡qKwU evRvi wefvM mbv³ K‡i Ges †Kvb wefv‡M
KZUzKz †mev cÖ`vb Ki‡e †m wel‡q wm×všÍ †bq| G †ÿ‡Î e¨q ms‡KvP‡bi w`KwUI e¨e¯’vcbv‡K jÿ¨
ivL‡Z nq| †Kv¤úvwbi cÖYvwj D‡Ïk¨ wbgœ wjwLZ weql¸‡jv Øviv cÖfvweZ nq-
K) c‡Y¨i ˆewkó¨ (Product Characteristics): c‡Y¨i ˆewkó¨MZ w`K †hgb- e¯ÍMZ cÖK…wZ,
KvwiMwi cÖK…wZ, cY¨ mvwii ˆ`N¨©, evRvi Ae¯’vb, GKK g~j¨ I Pvwn`vi cwigvb BZ¨vw` welq
cÖYvwji bKkv m¤úwK©Z wm×všÍ‡K cÖfvweZ K‡i|

BDwbU GMv‡iv c„ôvÑ 157

 weweG †cÖvMÖvg

L) †Kv¤úvwbi ˆewkó (Company Characteristics): wecYb cÖYvwj wbe©vP‡b †Kv¤úvwbi wewfbœ w`K
cÖfve we¯Ívi K‡i| GLv‡b †Kv¤úvwbi Af¨šÍixb kw³ Ges `~ej © Zv Ges evwn¨K kw³ Ges
`~e©jZmg~n cÖYvwj wm×v‡šÍi Dci cÖZ¨ÿfv‡e cÖfve we¯Ívi K‡i| GB †ÿ‡Î †Kv¤úvwbi mybvg,
Avw_©K Ae¯’v e¨e¯’vcbvi AwfÁZv I mvg_©¨, evRvi wbqš¿b, †Kv¤úvwbi evRviRvZKiY †KŠkj
BZ¨vw` welqmg~n we‡ePbv Kiv cÖ‡qvRb|
M) ga¨¯’Kvievwi‡`i ˆewkó¨ (Characteristics of Middlemen) : ga¨¯’Kvievwi‡`i gva¨‡gB cÖavbZ
cÖwZôv‡bi cY¨ wecYb Kiv n‡q _v‡K| d‡j G‡`i wewfbœ welq wecYb cÖYvwj wm×v‡šÍ ¸iæZ¡c~Y©
f~wgKv cvjb K‡i, ga¨¯’Kvievwi msµvšÍ ‡h welq¸‡jv we‡ePbv Ki‡Z nq Zv n‡jv-
ga¨¯’Kvievwi‡`i mnR cÖvc¨Zv, ga¨¯’Kvievwi‡`i †mev, Avw_©K mvg_©¨, Li‡Pi cwigvY BZ¨vw`|
N) cÖwZ‡hvMx (Competitors): cÖwZ‡hvMx‡`i ˆewk‡ó¨i DciI cY¨ wecYb cÖYvwji bKkv wbf©i K‡i|
A‡bK mgq †Kv¤úvwb mgRvZxq cÖwZ‡hvMx‡`i cÖYvwj AbymiY K‡i _v‡K| Avevi cÖwZ‡hvMxiv Zv‡`i
ga¨¯’e¨emvqx‡`i †h mKj my‡hvM myweav cÖ`vb Ki‡Q| †Kv¤úvwb‡KI †mB GKB ai‡bi my‡hvM
myweav cÖ`vb Ki‡Z n‡e|
O) cwi‡ekMZ (Environmental Factors): †`‡ki cwi‡ekMZ Ae¯’v wecYb cÖYvwj wm×v‡šÍi Dci
cÖfve we¯Ívi Ki‡Z cv‡i| †`‡ki A_©‰bwZK Ae¯’v, AvBbMZ cÖwZeÜKZv wecYb cÖYvwji Dci
cÖfve we¯Ívi K‡i| Avevi, miKvi A‡bK mgq AvBb cÖYqb K‡i †Kv¤úvwbi GK †PwUqv
cÖwZ‡hvwMZv eÜ Ki‡Z cv‡i|
3. cÖavb weKí cÖYvwjmg~n kbv³Kib (Identify Major Channel Alternatives): †Kv¤úvwbi cÖYvwji
D‡Ïk¨ wba©vi‡Yi cieZx© KvR n‡”Q cÖavb weKímg~n mbv³ Kiv| †Kv¤úvwb m¤¢ve¨ †µZv‡`i Kv‡Q cY¨
†cŠuQv‡bvi Rb¨ A‡bK¸‡jv weKí cÖYvwj †_‡K †Kvb GKwU wecYb cÖYvwj‡K AwaK Kvh©Ki e‡j g‡b Ki‡Z
cv‡i| cÖ‡Z¨KwU cÖYvwji wKQy myweav Ges Amyweav _v‡K| GB¸wj we‡ePbv K‡i †Kv¤úvwb †hwU myweavRbK
e‡j g‡b Ki‡e †mB cÖYvwjwU MÖnY Ki‡e| cÖavb weKímg~n kbv³Ki‡Yi †ÿ‡Î †h welq¸‡jv we‡ePbv
Kiv nq Zv wb‡gœ Av‡jvPbv Kiv n‡jv-
K) ga¨¯’Kvievwii aiY (Types of Intermediaries): cY¨ eȇbi Rb¨ wewfbœ ai‡bi ga¨¯’e¨emvqx
i‡q‡Q| G‡`i ‰ewkó¨ I m¤úvw`Z Kv‡h©i g‡a¨ wfbœZv jÿ¨ Kiv hvq| G‡KK ai‡bi c‡Y¨i Rb¨
G‡KK ai‡bi ga¨¯’e¨emvqx Dc‡hvMx| mvaviYZ wZb ai‡bi ga¨¯’e¨emvqx †`Lv hvq-
i) †Kv¤úvwbi weµq evwnbx (Company Sales Force): cY¨ eȇbi Rb¨ †Kv¤úvwb Zvi wbR¯^
weµq evwnbx M‡o Zzj‡Z cv‡i| G †ÿ‡Î †Kv¤úvwb Zvi mgMÖ weµq GjvKv‡K fvM K‡i wewfbœ
GjvKvi Rb¨ wba©vwiZ weµq Kgx©‡`i `vwqZ¡ cÖ`vb Kiv nq| weµqKgx© †Kv¤úvwbi kZ© I
†cÖvMÖvg Abyhvqx wbR wbR Kvh©µg cwiPvjbv K‡i|
ii) Drcv`‡Ki G‡R›U (Manufacturer's Agent): Drcv`K Zvi wbR¯^ weµq evwnbx bv evwo‡q
Drcv`bKvixi G‡R›U wb‡qvM Kiv †h‡Z cv‡i| GB G‡R›Uiv ¯^vaxb Ges A‡bK †Kv¤úvwbi
mgRvZxq c‡Y¨i †jb‡`b K‡i G‡ÿ‡Î Zviv Kvh©Kwi n‡Z cv‡i| wewfbœ GjvKvi Rb¨ Avjv`v
Avjv`v G‡RwÝ cÖ`vb Kiv †h‡Z cv‡i|
iii) wkí cwi‡ekK (Industrial Distributor): wewfbœ GjvKv ev wk‡íi Rb¨ cwi‡ekK Luy‡R †ei
Kiv, hviv GKK fv‡e cY¨ eȇbi `vwqZ¡ cvjb K‡i| Aek¨ †Kv¤úvwb Gme cwi‡ekK‡K ch©vß
myweav, cÖwkÿY Ges cÖ‡gvkbvj Kv‡R mvnvh¨ K‡i| A‡bK mgq G wewfbœ GjvKvq G‡`i‡K
cY¨ weµ‡qi Rb¨ GK‡PwUqv `vwqZ¡ cÖ`vb Kiv nq|

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L) ga¨¯’ZvKvwii msL¨v (Number of Middlemen): weKímg~n wbe©vP‡bi †ÿ‡Î ga¨¯’ e¨emvqx‡`i

msL¨v KZ n‡e Zv †Kv¤úvwb‡K wba©viY Ki‡Z n‡e| GRb¨ †Kv¤úvwb‡K wZbwU welq we‡ePbv Ki‡Z
nq-
i) e¨vcK eÈb (Intensive Distribution): Drcv`bKvix GB c×wZ‡Z hZ`yi m¤¢e †ewk msL¨K
ga¨¯’Kvix‡K wb‡qvwRZ K‡i| cY¨ weµ‡qi cwigvY e„w× Kivi Rb¨ GB c×wZ MÖnY Kiv n‡q
_v‡K| wbZ¨-cÖ‡qvRbxq †fvM¨cY¨ Ges mvaviY KuvPvgv‡ji Drcv`bKvixiv e¨vcK eÈb †KŠkj
MÖnY K‡i _v‡K| Drcvw`Z cY¨mvgMÖx hZ`yi m¤¢e †ewk msL¨K †`vKv‡bi gva¨‡g gRy` Ges
†cÖiY Ki‡Z Pvq †hb †fv³viv PvIqv gvÎB cY¨wU †c‡Z cv‡i|
ii) mxwgZ eÈb (Exclusive Distribution): GLv‡b Drcv`K Lye mxwgZ msL¨K ga¨¯’Kvievwi‡`i
cY¨ eȇbi `vwqZ¡ cÖ`vb K‡i| Giv GKwU wbw`©ó GjvKvq cY¨ weµ‡qi GK”QÎ AwaKvi †fvM
K‡i| mvaviYZ Lye `vwg Ges gh©v`v m¤úbœ c‡Y¨i †ÿ‡Î G ai‡bi e¨e¯’v MÖnY Kiv nq|
iii) wbe©vwPZ eÈb (Selective Distribution): c‡Y¨i e¨vcK Ges mxwgZ eÈb Gi gvSvgvwS
Ae¯’v‡K ejv nq wbe©vwPZ eÈb| GLv‡b Lye Kg ev †ewk cwigvb ga¨¯’ e¨emvqx e¨envi Kiv
nq bv| GLv‡b ga¨¯’e¨emvqx‡`i Dci wbqš¿Y ivLv hvq| Nwo, K¨vjKz‡jUi, B‡jKUªwb· `ª‡e¨i
Rb¨ GB ai‡bi c×wZ MÖnY Kiv nq|
M) eÈb cÖYvwji m`m¨‡`i `vwqZ¡ (Responsibilities of Channel Members): eÈb KvR myófv‡e
m¤úv`b Kivi Rb¨ Drcv`bKvix‡K Aek¨B cÖYvwji m`m¨‡`i Kv‡Ri kZ© Ges `vq-`vwqZ¡ wba©viY
Ki‡Z n‡e| GB †ÿ‡Î g~j¨bxwZ, weµq kZ©, eÈbKvixi †fŠ‡MvwjK AwaKvi, cvi¯úwiK †mev I

`vwqZ¡ BZ¨vw` welq¸‡jv we‡ePbv Kiv cÖ‡qvRb nq|

4. cÖavb weKí cÖYvwjmg~n gyj¨vqb (Evaluating the Major Channel Alternatives): c‡Y¨i cÖavb
weKímg~n wPwýZ Kivi ci G‡`i g~j¨vqb Kiv cÖ‡qvRb nq| GLv‡b †Kv¤úvwbi A‡bK¸‡jv weKí cÖYvwj
_vK‡Z cv‡i| wKš‘ †Kvb cÖYvwjwU Øviv †Kv¤úvwbi `xN©‡gqvw` D‡Ïk¨ AR©b Ki‡Z cvi‡e Ggb GKwU

BDwbU GMv‡iv c„ôvÑ 159

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cÖYvwj wbe©vPb K‡i| GB Ae¯’vq- (K) A_©‰bwZK gvb`Ð, (L) wbqš¿Y gvb`Ð I (M) Awf‡hvRb gvb`Û
welqmg~n we‡ePbv Kiv nq| wPÎ 11.5 G A_©‰bwZK gvb`‡Ûi wfwˇZ weKí cÖYvwjmg~n g~j¨vqb Kiv
n‡q‡Q| wP‡Î QqwU weµq cÖYvwj Dc¯’vcb Kiv n‡q‡Q| ‡jb‡`‡b cÖwZ e¨q I weµq f¨vjy ms‡hvR‡bi
Dci wfwË K‡i †Kv‡bv e¨emvq cÖwZôvb wewfbœ cÖYvwj g~j¨vqb K‡I wb‡Ri Rb¨ cªYvwj e¨envi Ki‡Z
cv‡i|
cÖYvwji e¨e¯’vcbv wm×všÍmg~n
Channel Management Decisions
Drcv`bKvixi KvQ †_‡K cY¨ `ªe¨ †fv³vi Kv‡Q †cŠQv‡bvi Rb¨ hZ cÖYvwj i‡q‡Q †mBme weKí cÖYvwj¸‡jv
g~j¨vqb K‡i m‡e©vËg cÖYvwj wbe©vP‡bi Rb¨ e¨e¯’vcbv‡K wm×všÍ MÖnY Ki‡Z nq| Gici cÖYvwj ev¯Íevq‡bi Rb¨
e¨e¯’vcbv‡K Kvh©µg cÖYqb Ki‡Z nq| wb‡gœ cÖYvwji e¨e¯’vcbv msµvšÍ wewfbœ w`K Av‡jvPbv Kiv n‡jv-
1. cÖYvwji m`m¨ wbe©vPb (Selecting Channel Members): Dchy³ ga¨¯’ e¨emvqx ev cÖYvwj m`m¨‡`i
AvK…ó Kiv †Kv¤úvwbi Rb¨ GKwU ¸iæZ¡c~Y© KvR| KviY, me ga¨¯’ e¨emvqx me cÖYvwj‡Z AšÍfy³
© n‡Z Pvq
bv| GRb¨ †Kv‡bv †Kv‡bv ga¨¯’ e¨emvqx cÖYvwj‡Z AšÍf©y³ n‡Z AvMÖnx Zv we‡ePbv K‡i cÖYvwj m`m¨
wbe©vPb Ki‡Z nq| Z‡e †Kv¤úvwbi A_©‰bwZK I e¨emvqxK mybv‡gi cv_©‡K¨i Dci wbf©i K‡i ga¨¯’
e¨emvqx cvIqv hvq
2. cÖYvwj m`m¨‡`i cÖwkÿY `vb (Training of Channel Members): Drcv`bKvix ev †Kv¤úvwb¸‡jv Zv‡`i
cÖYvwji m`m¨ wbe©vP‡bi ci wbe©vwPZ m`m¨‡`i Rb¨ cÖwkÿ‡Yi cwiKíbv MÖnY Ges Zv ev¯Íevq‡bi Rb¨
cÖ‡qvRbxq Kvh©µg MÖnY Ki‡e| Gi d‡j cÖYvwji m`m¨MY †Kv¤úvwbi `…wó‡KvY †_‡K P~ovšÍ †µZv‡`i
cÖ‡ivwPZ I cY¨ µ†qi Rb¨ DØy× Ki‡Z cv‡i|
3. cÖYvwji m`m¨‡`i †cÖlYv`vb (Motivating Channel Members): cÖYvwj m`m¨ wbe©vP‡bi ci h_vh_
cÖwkÿY †k‡l Kg©x‡`i ev¯Í‡e weµq Kv‡R e¨env‡i Kiv nq| G ch©v†q m‡e©vËg I mwVKfv‡e Kvh©
m¤úv`‡bi Rb¨ †Kv¤úvwbi cÿ †_‡K cÖYvwj m`m¨‡`i wewfbœfv‡e DrmvwnZ I AbycvÖ wYZ Kiv nq| d‡j
cÖYvwji m`m¨MY myôy I my›`ifv‡e weµq KvR m¤úv`‡b AvMÖnx n†q †IV| ga¨¯’ e¨emvqx‡`i †cÖlYv`v‡bi
Rb¨ †Kv¤úvwb‡K ¯^í‡gqv‡` I `xN©‡gqv‡` wewfbœ c`‡ÿc MÖnY K‡i|
4. cÖYvwj m`m¨‡`i g~j¨vqb (Evaluating Channel Members): Drcv`bKvix‡K Aek¨B wbqwgZfv‡e Zvi
ga¨¯’ e¨emvqx‡`i Kvh© m¤úv`b g~j¨vqb Ki‡Z nq| †hme wel†qi h_vh_ gv‡bi mv‡_ Kvh© m¤úv`b gvb
g~j¨vqb Kiv nq †m¸‡jv n‡”Q- weµq †KvUv, cY¨ gRy` ¯Íi, †µZv‡K †Wwjfvix `v‡bi †ÿ‡Î cÖ`Ë mgq,
ÿwZMÖ¯Í ev nvwi†q hvIqv c‡Y¨i †ÿ‡Î M„nxZ e¨e¯’v, cÖ‡gvkb I cÖwkÿY †cÖvMÖv‡g mn‡hvwMZv Ges
†µZv‡`i †mev cÖ`vb BZ¨vw`| †mme ga¨¯’ e¨emvqxi Kvh© m¤úv`‡bi gvb fv‡jv Zv‡`i‡K †Kv¤úvwbi
Zid †_‡K ¯^xK…wZ `vb Ges cyi¯‹…Z Kiv nq| Ab¨w`‡K, †hme ga¨¯’ e¨emvqxi Kvh© m¤úv`b m‡šÍvlRbK
bq Zv‡`i cÖ_‡g gvb Dbœq‡bi Rb¨ mvnvh¨ Kiv nq| Zv‡ZI KvR bv n‡j Zv‡`i ¯’v‡b Ab¨ ga¨¯’ e¨emvqx
wb‡qvM Kiv nq|
5. cÖYvwj web¨v‡mi cwigvR©b (Modifying Channel Arrangement): GKRb Drcv`bKvix‡K wbqwgZfv‡e
cÖYvwj web¨vm ch©v‡jvPbv I cwigvR©b Ki‡Z nq| mvaviYZ ga¨¯’e¨emvqxiv cwiKíbv Abyhvqx KvR bv
Ki‡j, †µZvi µq AvPi‡Yi avuP cwiewZ©Z n‡j, evRvi m¤cÖmviY NU‡j, bZyb cÖwZ‡hvMxi Avwef©ve
NU‡j, bZyb eÈb cÖYvwji D™¢veb n‡j, c‡Y¨i Rxeb P‡µi ¯Íi AwZµg Ki‡j BZ¨vw` †ÿ‡Î cÖYvwji
ms¯‹vi ev cwigvR©b Ki‡Z nq|

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mvims‡ÿc:
wecYb cÖYvwj GK ai‡bi wewb‡qvM GB Kvi‡Y A‡bK wnmve wbKvk K‡i wecYb cÖYvwY bK&kv cÖbqb Ki‡Z nq|
†m‡ÿ‡Î wecYbKvix K‡qKwU wel‡q wm×všÍ wb‡q _v‡K; h_v - 1. †fv³vi cÖ‡qvRb I cÖK…wZ we‡kølY, 2. c‡Y¨i
D‡Ïk¨ I mxgve×Zv wbav©iY, 3. cÖavb weKí cÖYvwjmg~n kbv³KiY, Ges 4.cÖavb weKí cÖYvwjmg~n g~j¨vqb|
Drcv`bKvixi KvQ †_‡K cY¨ `ªe¨ †fv³vi Kv‡Q †cŠQv‡bvi Rb¨ hZ cÖYvwj i‡q‡Q †mBme weKí cÖYvwj¸‡jv
g~j¨vqb K‡i m‡e©vËg cÖYvwj wbe©vP‡bi Rb¨ e¨e¯’vcbv‡K wm×všÍ MÖnY Ki‡Z nq| Gici cÖYvwj ev¯Íevq‡bi Rb¨
e¨e¯’vcbv‡K Kvh©m~wP cÖYqb Ki‡Z nq| GB Kvh©µ‡gi g‡a¨ i‡q‡Q- 1. cÖYvwji m`m¨ wbe©vPb, 2. cÖYvwj
m`m¨‡`i cÖwkÿY `vb, 3. cÖYvwji m`m¨‡`i †cÖlYv`vb, 4. cÖYvwj m`m¨‡`i g~j¨vqb Ges 5. cÖYvwj web¨v‡mi
cwigvR©b|

BDwbU GMv‡iv c„ôvÑ 161

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cvV-11.5 wecYb cÖYvwj GKxf~ZKiY I Ø›Ømg~n

Marketing Channel Integration and Conflicts
D‡Ïk¨
G cvV †k‡l Avcwb-

wecYb cÖYvwj GKxf~ZKi‡Yi aiYmg~n e¨vL¨v Ki‡Z cvi‡eb; Ges

wecYb cÖYvwj Ø›Ø eY©bv Ki‡Z cvi‡eb|
e¨emvqxK cwi‡e‡ki cwieZ©‡bi Kvi‡Y eÈb cÖYvwji KvVv‡gvi cwieZ©b n‡Z cv‡i| KL‡bv wewfbœ m`‡m¨i
Avwe©fve n‡Z cv‡i Avevi we`¨gvb cÖYvwji m`‡m¨i g‡a¨ Ø›Ø m„wó n‡Z cv‡i|
wecYb cÖYvwj GKxf~ZKiY
Marketing Channel Integration
cªYvwj m`m¨iv cY¨ weZiY QvovI wecY‡bi Kvh©µ‡g Zv‡`i e¨vcK f~wgKvi Kvi‡Y cÖPwjZ wecYb cÖYvwj
cwiewZ©Z n‡q bZzb wecYb cÖYvwji cÖeZ©b n‡”Q| †mLv‡b wecYb cÖYvwji m`m¨iv GKmv‡_ KvR Ki‡Z †ewk
AvMÖnx _v‡K| †mBme bZzb cÖYvwj wb‡¤œ D‡jøL Kiv n‡jv-
1. Dj¤^ wecYb c×wZ (Vertical Marketing System): GB wecYb c×wZ‡Z eÈb cÖYvwj‡Z Drcv`bKvwi,
cvBKvi I LyPiv e¨emvqxi Kvh©µg HK¨e×fv‡e cwiPvwjZ nq| wPÎ bs 11.5 G cÖPwjZ I Dj¤^ wecYb
cÖYvwji g‡a¨ cv_©K¨ †`Lv‡bv n‡q‡Q| cÖPwjZ cÖYvwji
cÖwZwU m`m¨ gybvdv m‡e©v”P Ki‡Z †Póv K‡i| Ab¨w`‡K cÖPwjZ wecYb cÖYvwj Dj¤^ wecYb cÖYvwj
Dj¤^ wecYb cÖYvwji m`m¨iv Pzw³× m¤úK© ¯’vcb K‡i
mn‡hvwMZvg~jK Kvh©µ‡gi gva¨‡g cÖYvwji KvR m¤úv`b Drcv`bKvwi Drcv`bKvwi
K‡i| Dj¤^ wecYb c×wZ wZb ai‡Yi n‡q _v‡K,
†m¸‡jv n‡jv- cvBKvwi

cvBKvwi
K) K‡cv©‡iU Dj¤^ wecYb c×wZ (Corporate Vertical
Marketing System): c‡Y¨i Drcv`b Ges eȇbi
LyPiv e¨emvqx LyPiv e¨emvqx
mgvwMÖK Kvh©µg GKB gvwjKvbvq m¤úvw`Z n‡j
Zv‡K K‡c©v‡iU Dj¤^ wecYb c×wZ e‡j| G‡ÿ‡Î
cvi¯úwiK mn‡hvwMZv I msNvZ wbqš¿‡Y cÖwZôvb ‡fv³v ‡fv³v
wbqwgZ cÖvwZôvwbK cÖYvwj e¨envi K‡i _v‡K|
wPÎ 11.5: cÖPwjZ ebvg Dj¤^ wecYb
L) Pzw³e× Dj¤^ wecYb c×wZ (Contactual Vertical
Marketing System): cvi¯úwiK Pyw³i wfwˇZ cY¨ Drcv`b I eȇb wb‡qvwRZ wewfbœ ¯Í‡ii ¯^vaxb
cÖwZôvb¸‡jv cY¨ eȇbi KvR m¤úv`b Ki‡j Zv‡K Pyw³e× Dj¤^ evRviRvZKiY c×wZ e‡j| G‡ÿ‡Î
cÖwZôv‡bi eÈb Kg©x‡`i mv‡_ Pyw³i gva¨‡g cvi¯úwiK mn‡hvwMZv I msNvZ wbqš¿Y Kiv nq| Avevi,
Drcv`b I eÈb `ÿZv e…w×i mv‡_ mv‡_ wecyj cwigv‡Y LiP n«vm Kiv m¤¢e nq|
M) wbqš¿Yvaxb Dj¤^ wecYb c×wZ (Administered Vertical Marketing System): hLb †Kv‡bv cÖwZôvb
Zvi AvqZb Ges ÿgZv‡K e¨envi K‡i Drcv`b Ges eȇbi ¯Íi¸‡jvi g‡a¨ mgš^q mva‡Yi †Póv K‡i
ZLb Zv‡K wbqš¿Yvaxb Dj¤^ evRviRvZKiY c×wZ e‡j| G‡ÿ‡Î cÖfvekvjx GK ev GKvwaK eÈbKg©xiv
†bZ…Z¡ w`‡q _v‡K|

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2. mgvšÍivj wecYb c×wZ (Horizontal Marketing System): Gai‡Yi wecYb c×wZi gva¨‡g wb‡R‡`i g‡a¨
cÖwZ‡hvwMZv n«vm Kivi Rb¨ A_ev bZzb †Kv‡bv wecYb my‡hvM MÖn‡Yi Rb¨GKB ¯Íi ev chv©‡qi `yB ev Z‡ZvwaK
wecYb cÖYvwji m`m¨iv GKwÎK n‡q KvR K‡i|
3. eûcÖYvwj wecYb c×wZ (Multi Channel/ Hybrid Marketing System): Gai‡bi wecYb c×wZ‡Z GKwU
cÖwZôvb cY¨ weZiY Kivi Rb¨ GKBmv‡_ `yB ev Z‡ZvwaK wecYb cÖYvwj e¨envi K‡i| †µZvi we¯Í…wZ I
cÖYvwj m¤¢vebv e„w× cvevi d‡j eû cÖYvwj wecYb c×wZ Kvh©Ki f~wgKv iv‡L| G c×wZi d‡j †fv³vi wbKU
cY¨ weµ‡qi my‡hvM m…wó nq, mvgwMÖKfv‡e gybvdv e…w× cvq Ges e…nr I cÖwZ‡hvwMZvg~jK evRv‡i mydj cvIqv
hvq|
wecYb cÖYvwj Ø›Ø
Marketing Channel Conflict
cÖwZôv‡bi cÖYvwji m`m¨‡`i gv‡S wewfbœ Kvi‡Y A‡bK mgqB ؇›Øi m„wó n‡Z cv‡i| cÖYvwj m`m¨‡`i g‡a¨ hLb
D‡Ïk¨ I f~wgKv wb‡q gZ cv_©K¨ nq Ges cÖwZ‡hvwMZvi cwi‡ek m„wó nq ZLb Zv‡K cÖYvwj Ø›Ø e‡j| cªYvwji
g‡a¨ Ae¯’vbKvix cÖwZwU m`m¨ G‡K Ac‡ii Ici wbf©ikxj Ges cÖwZwU m`‡m¨i mdjfv‡e Kvh© m¤úv`‡bi gva¨‡g
cÖYvwji mvwe©K mdjZv wbf©i K‡i| wKš‘ A‡bK mgqB ¯^í‡gqvw` ¯^v‡_©i Rb¨ ev A¯úó f~wgKv, j‡ÿ¨i
AmvgÄm¨Zv A_ev †fv³vi Awf‡hv‡Mi Kvi‡Y Ø›Ø m„wó n‡Z cv‡i| cÖYvwj‡Z ؇›Øi Kvi‡Y KLbI cÖYvwji
Kvh©KvwiZv evavcÖvß n‡jI A‡bK mgq my¯’ cÖwZ‡hvwMZvi m„wó n‡Z cv‡i| mgMÖ cÖYvwj‡Z Lvivc cÖfve c~‡e©B wewfbœ
cÖwZKv‡ii e¨e¯’v †bIqvi cÖ‡qvRb nq| mvaviYZ cvi¯úwiK Pzw³, AšÍfyw© ³KiY Ges mym¤úK© cÖwZôvi gva¨‡g
cÖYvwji Ø›Ø n«vm Kiv m¤¢e nq| cÖYvwj ؛؇K wZb fv‡M fvM Kiv hvq; h_v-
1. Dj¤^ cÖYvwj Ø›Ø (Vertical Channel Conflict): GKB cÖYvwji wewfbœ ¯Í‡ii m`m¨‡`i g‡a¨ †Kv‡bv Ø›Ø m„wó
n‡j Zv‡K Dj¤^ cÖYvwj Ø›Ø e‡j| D`vniY wn‡m‡e ejv hvq †h, Kjg cÖ¯Z ‘ Kvix cÖwZôvb †gUvWi hw` cvBKvwi
e¨emvqxi cwie‡Z© mivmwi LyPiv e¨emvqxi Kv‡Q cY¨ weµq Ki‡j Drcv`K I cvBKvi e¨emvqxi g‡a¨ ؇›Øi
m„wó nq Avevi, Kj‡gi cvBKvwi e¨emvqx hw` LyPiv e¨emvqxi Kv‡Q weµq Kivi cwie‡Z© mivmwi †fv³vi Kv‡Q
cvBKvwi g~‡j¨ cY¨ weµq Ki‡j cvBKvi I LyPiv e¨emvqxi gv‡S gZcv_©‡K¨i ˆZwi nq|
2. mgvšÍivj cÖYvwj Ø›Ø (Horizontal Channel Conflict): GB ¯Í‡ii wewfbœ m`m¨‡`i g‡a¨ †h Ø›Ø msNwUZ nq
Zv‡K mgvšÍivj Ø›Ø e‡j| †hgb- †gUvWi Kj‡gi †ÿ‡Î bxj‡ÿ‡Zi LyPiv e¨emvqx hw` kvwšÍbM‡ii LyPiv
e¨emvqxi Zzjbvq Kg g~‡j¨ Kjg weµq Ki‡j XvKvi `yB GjvKvi LyPiv e¨emvqx‡`i g‡a¨ mgvšÍivj cÖYvwj Ø›Ø
m„wó nq|
3. eû cÖYvwj Ø›Ø (Multi Channel Conflict): hLb Drcv`bKvix GKB evRvi wefv‡M `yB ev Z‡ZvwaK eÈb
cÖYvwj e¨evnvi K‡i Ges G‡`i g‡a¨ †h Ø›Ø †`Lv †`q Zv‡K eû cÖYvwj Ø›Ø e‡j|
mvims‡ÿc:
cªYvwj m`m¨iv cY¨ weZiY QvovI wecY‡bi Kvh©µ‡g Zv‡`i e¨vcK f~wgKvi Kvi‡Y cÖPwjZ wecYb cÖYvwj
cwiewZ©Z n‡q bZzb wecYb cÖYvwji cÖeZ©b n‡”Q| Dj¤^ c×wZ‡Z eÈb cÖYvwj‡Z Drcv`bKvwi, cvBKvi I LyPiv
e¨emvqxi Kvh©µg HK¨e×fv‡e cwiPvwjZ nq| Dj¤^ wecYb c×wZ wZb ai‡Yi n‡q _v‡K, †m¸‡jv n‡jv- K)
K‡cv©‡iU Dj¤^ wecYb c×wZ, L) Pzw³e× Dj¤^ wecYb c×wZ I M) wbqš¿Yvaxb Dj¤^ wecYb c×wZ| mgvšÍivj
wecYb c×wZi gva¨‡g wb‡R‡`i g‡a¨ cÖwZ‡hvwMZv n«vm Kivi Rb¨ A_ev bZzb †Kv‡bv wecYb my‡hvM MÖn‡Yi
Rb¨GKB ¯Íi ev chv©‡qi `yB ev Z‡ZvwaK wecYb cÖYvwji m`m¨iv GKwÎK n‡q KvR K‡i| eûcÖYvwj wecYb
c×wZ‡Z GKwU cÖwZôvb cY¨ weZiY Kivi Rb¨ GKBmv‡_ `yB ev Z‡ZvwaK wecYb cÖYvwj e¨envi K‡i|
cÖwZôv‡bi cÖYvwji m`m¨‡`i gv‡S wewfbœ Kvi‡Y A‡bK mgqB ؇›Øi m„wó n‡Z cv‡i| cÖYvwj m`m¨‡`i g‡a¨
hLb D‡Ïk¨ I f~wgKv wb‡q gZ cv_©K¨ nq Ges cÖwZ‡hvwMZvi cwi‡ek m„wó nq ZLb Zv‡K cÖYvwj Ø›Ø e‡j|
cÖYvwj ؛؇K wZb fv‡M fvM Kiv hvq; h_v- Dj¤^ cÖYvwj Ø›Ø, mgvšÍivj cÖYvwj Ø›Ø I eû cÖYvwj Ø›Ø|

BDwbU GMv‡iv c„ôvÑ 163

 weweG †cÖvMÖvg

BDwbU DËi g~j¨vqb

1. wecYb cÖYvwj ev eÈb cÖYvwj Kx? wecYb cÖYvwji ¸iæZ¡ eY©bv Kiæb|
2. f¨vjy †bUIqvK© m¤ú‡K© Av‡jvPbv Kiæb wPÎmn|
3. wecYb cÖYvwji Kvh©vewj Av‡jvPbv Kiæb|
4. wecYb cÖYvwji ch©vq m¤ú‡K© wjLyb |
5. cÖZ¨ÿ eÈbcÖYvwj? †fvM¨ I wkí c‡Y¨i cÖZ¨ÿ eÈb cÖYvwj eY©bv Kiæb|
6. c‡ivÿ eÈb cÖYvwj? wPÎmn †fvM¨ c‡Y¨i c‡ivÿ eÈb cÖYvwj eY©bv Kiæb|
7. wkí c‡Y¨i eÈb cÖYvjx wPÎmn Av‡jvPbv Kiæb&
8. †Kvb cY¨ aiæb Uy_‡c÷ eȇbi Rb¨ m¤¢ve¨ cÖYvwj¸‡jv G‡uK Av‡jvPbv Kiæb|
9. †Kvb cY¨ aiæb KvV eȇbi Rb¨ m¤¢ve¨ cÖYvwj¸‡jv G‡uK Av‡jvPbv Kiæb|
10. †mev c‡Y¨i eÈb cÖYvwj e¨vL¨v Kiæb|
11. cÖYvwji bKkv cÖYqb wm×všÍmg~n Av‡jvPbv Kiæb|
12. cÖYvwji e¨e¯’vcbv wm×všÍmg~n Av‡jvPbv Kiæb|
13. wecYb cÖYvwj GKxf~ZKiY?
14. wewfbœ ai‡Yi Dj¤^ wecYb c×wZ e¨vL¨v Kiæb|
15. wecYb cÖYvwj Ø›Ø Av‡jvPbv Kiæb|
16. Dj¤^ I mgvšÍivj wecYb c×wZi g‡a¨ cv_©K¨ Kiæb|

†idv‡iÝ eBmg~n

Kotler, P., & Armstrong, G. (2016). Principles of Marketing (16 ed.). Pearson Education.

Kotler, P., & Keller, K. L. (2016). Marketing Management (15e ed.). Pearson Education.

Ramaswamy, N. (2009). Marketing Management – Global Perspective, Indian Context (4e ed.).
Macmillan Publishers India.

McCarthy, E. J., Shapiro, S. J., & Perreault, W. D. (1979). Basic marketing. Irwin-Dorsey.

cv‡gjv, K.k. I Av³vi, d. (2021), wecYb bxwZgvjv. evsjv‡`k Db¥y³ wek^we`¨vjq.

cv‡gjv, K.k. I gvndyR, g.Av. (2019), wecYb e¨e¯’vcbv. evsjv‡`k Dš§y³ wek¦we`¨vjq.

†iRv, g.m. I cvi‡fR, g.g. (2008) evRviRvZKiY bxwZgvjv. evsjv‡`k Db¥y³ wek^we`¨vjq.

BDwbU GMv‡iv c„ôvÑ164