A SPECIAL PETAL | Quizalize

The Philippine Flag Our country is officially identified through our flag. The Philippine flag has three colors: white, blue, and red. White signifies purity; blue means hope and peace; and red denotes bravery. The three stars symbolize the three big groups of islands of our country-the Luzon, Visayas, and Mindanao. The eight rays of the sun signify the eight provinces that first revolted against the Spaniards. These are Bulacan, Pampanga, Tarlac, Nueva Ecija, Laguna, Batangas, Manila, and Cavite. We respect our flag to show that we respect our country. We should not treat it like an ordinary cloth because it symbolizes our country. An old flag should be burned and not be used as a rag. Title: National Hero Body text: Dr. Jose Rizal was from a middle-class family from Calamba, Laguna. He is regarded as a genius who fought the Spaniards through his writings, especially the novels "Noli Me Tangere" and "El Filibusterismo." The two novels exposed the anomalies and wrongdoings of the Spanish government against the Filipino people. He wrote the poem "Mi Ultimo Adios" the eve before his execution in Bagumbayan (now known as Rizal Park). National Fruit A mango is sour when it is green, but very sweet when it is ripe. This heart-shaped fruit symbolizes the kindness of the Filipinos. It has a big tree that bears fruits abundantly during summer. National Animal A carabao is a model of hard work and industry. It is the best companion of farmers in the field. It is black and looks like a tamaraw. A carabao is a very strong animal in terms of work. It symbolizes the Filipinos as hardworking and patient. National Bird The Philippine eagle, also known as haribon, stands over 5 feet (1.6 m) tall. It has a large, sharp, and aggressive beak and has powerful talons. Philippine eagles are excellent hunters, and live in tropical rainforests. These eagles lay just one or two eggs each year. National Tree The narra is a hardy tree that grows big and is found mainly in the Bicol Region, Mindanao, and Cagayan Valley forests. Most of the desks and tables in schools are made of narra. It signifies the strong personality of Filipinos in facing trials in life. National Flower The sampaguita has white, star-shaped petals with a sweet fragrance. It is made into garlands, which are given to visitors and special persons on occasions. It signifies purity and among Filipino women. National Fish Bangus or milkfish is our national fish. It grows in ponds or freshwater and tastes delicious. Its white, shiny scales signify our beautiful country. National Dance Cariñosa is a dance of love using a handkerchief and a fan. It symbolizes the true love expressed by Filipinos. National House A nipa hut is a small but beautiful house made from bamboo and sawali or cogon leaves. Filipinos used this kind of house during the olden times. At present, there are still people using this as a dwelling place, but most of the time, they use it as a rest place or cottage. National Costume Barong Tagalog is the national costume for Filipino men. It is made from pineapple fiber or other native materials. Filipinos wear this on special occasions such as formal events or weddings. Baro at Saya is the national dress for Filipino women. Most of them are made from jusi or pineapple fiber and other native materials. This dress shows the gracefulness of Filipino women. National Leaf Our national leaf is a palm tree. It is wide and narrow like an open fan. Farmers use this to protect their crops from the harsh sunlight and rain. It grows like a tree with thorns in its body. National Language Our national language is Filipino, which is based in Tagalog. Through the efforts of former President Manuel L. Quezon (known as the "Father of the National Language"), Filipino was widely disseminated and is now used in all parts of the country. With this, Filipinos in different cultures and native tongues can still communicate with each other. National Food Lechon (litson) is an important dish served at many occasions, especially on fiestas. Lechon is a suckling pig, slowly roasted over live coals to make it crispy and tasty. National Footwear Bakya is the national footwear of the Philippines. It was most popular from the 1950s to the 1970s before the introduction of rubber slippers. There are several colors and designs of bakya that suit the taste of most Filipinos. Valuing Our National Symbols Symbols represent a country and its people. We have to respect and value these symbols because they tell something about our country and of who we are as Filipinos. Here are some ways of valuing our national symbols: When singing the national anthem, stand straight and place your right hand on your left chest. Remove your cap or close your umbrella. Ask the people walking to stop while the flag is being raised. Tell other children to stop chatting while singing the national anthem. Most importantly, sing the national anthem wholeheartedly. Retirement of a Flag: A worn-out flag should be disposed of respectfully. It should be burned in a dignified ceremony, not thrown away or used for other purposes. Help in saving and conserving our forests. They serve as habitat of our national bird and other animals. You may also help organizations that promote reforestation, clean and green programs, and tree planting activities. Do not pick flowers when visiting parks. Instead, help in keeping these places clean and beautiful. Avoid throwing thrash in their surroundings. Patronize products that are made here in our country and made by Filipinos. Tell your family and friends to buy products of the Philippines especially those of which are our national symbol. Aside from patronizing our own products, let us use and love our national language. It is good to learn foreign languages, but do not forget to use our own language correctly and proudly.

The World's Game. Soccer is one of the oldest and most popular sports in the world. In the United States, the sport is called soccer. In most other places, it's known as football. The Basics. In soccer, two teams play with a round ball on a large field. Each team tries to put the ball into the other team's goal. Goalies. A player called a goalkeeper, or goalie, guards each team's goal. Goalies are the only players who can touch the ball with their arms and hands on the field. Moving the Ball. The other players move the ball around the field by kicking it. They can also "trap" the ball by stopping it with their feet, knees, or chests. They can even "head" a ball in the air using their heads! Players run with the ball by dribbling it. They kick the ball to themselves with short, quick taps. Offense and Defense. Whenever a team has the ball and is trying to score, they are on offense. The team playing defense tries to keep the offense from scoring. They also try to take the ball away from the other team. Each team plays offense and defense many times during a match. Fouls. The referees make sure the players follow the rules. Players are not allowed to push, hold, or trip members of the other team. A referee can call a foul if a player breaks a rule. The referee can give the other team a free kick or a penalty kick. Equipment. Players often wear cleats on their feet so they can run on the grass without slipping. Players also wear shin guards to protect their legs. Out-of-Bounds. If a ball goes out-of-bounds, a player throws it back into play. The player uses a special throw that starts with both hands behind the head. Scoring and Winning. A team gets one point for each goal it scores. At the end of the game, the team with the most goals wins. If the game ends in a tie, the teams may keep playing until someone scores. They may also take turns doing penalty kicks to decide the winner. Soccer Is Good for You. Soccer is great exercise and lots of fun to play! Players learn how to work together and be good sports.

THE FIDE LAWS OF CHESS. Introduction FIDE Laws of Chess cover over-the-board play. The Laws of Chess have two parts: 1. Basic Rules of Play and 2. Competitive Rules of Play. The English text is the authentic version of the Laws of Chess (which were adopted at the 93rd FIDE Congress at Chennai, India) coming into force on 1 January 2023. Preface. The Laws of Chess cannot cover all possible situations that may arise during a game, nor can they regulate all administrative questions. Where cases are not precisely regulated by an Article of the Laws, it should be possible to reach a correct decision by studying analogous situations which are regulated in the Laws. The Laws assume that arbiters have the necessary competence, sound judgement and absolute objectivity. Too detailed a rule might deprive the arbiter of his/her freedom of judgement and thus prevent him/her from finding a solution to a problem dictated by fairness, logic and special factors. FIDE appeals to all chess players and federations to accept this view. A necessary condition for a game to be rated by FIDE is that it shall be played according to the FIDE Laws of Chess. It is recommended that competitive games not rated by FIDE be played according to the FIDE Laws of Chess. Member federations may ask FIDE to give a ruling on matters relating to the Laws of Chess. BASIC RULES OF PLAY. Article 1: The Nature and Objectives of the Game of Chess 1.1 1.2 1.3 1.4 The game of chess is played between two opponents who move their pieces on a square board called a ‘chessboard’. The player with the light-coloured pieces (White) makes the first move, then the players move alternately, with the player with the dark-coloured pieces (Black) making the next move. A player is said to ‘have the move’ when his/her opponent’s move has been ‘made’. The objective of each player is to place the opponent’s king ‘under attack’ in such a way that the opponent has no legal move. 1.4.1 The player who achieves this goal is said to have ‘checkmated’ the opponent’s king and to have won the game. Leaving one’s own king under attack, exposing one’s own king to attack and also ’capturing’ the opponent’s king is not allowed. 1.4.2 The opponent whose king has been checkmated has lost the game. 1.5 If the position is such that neither player can possibly checkmate the opponent’s king, the game is drawn (see Article 5.2.2). Article 2: The Initial Position of the Pieces on the Chessboard 2.1 2.2 The chessboard is composed of an 8 x 8 grid of 64 equal squares alternately light (the ‘white’ squares) and dark (the ‘black’ squares). The chessboard is placed between the players in such a way that the near corner square to the right of the player is white. At the beginning of the game White has 16 light-coloured pieces (the ‘white’ pieces); Black has 16 dark-coloured pieces (the ‘black’ pieces). These pieces are as follows: A white king usually indicated by the symbol K A white queen Two white rooks Two white bishops Two white knights Eight white pawns A black king A black queen Two black rooks Two black bishops Two black knights Eight black pawns usually indicated by the symbol Q usually indicated by the symbol R usually indicated by the symbol B usually indicated by the symbol N usually indicated by the symbol usually indicated by the symbol K usually indicated by the symbol Q usually indicated by the symbol R usually indicated by the symbol B usually indicated by the symbol N usually indicated by the symbol Staunton Pieces p Q K B N R 9 2.3 The initial position of the pieces on the chessboard is as follows: 2.4 The eight vertical columns of squares are called ‘files’. The eight horizontal rows of squares are called ‘ranks’. A straight line of squares of the same colour, running from one edge of the board to an adjacent edge, is called a ‘diagonal’. Article 3: The Moves of the Pieces 3.1 It is not permitted to move a piece to a square occupied by a piece of the same colour. 3.1.1 If a piece moves to a square occupied by an opponent’s piece the latter is captured and removed from the chessboard as part of the same move. 3.1.2 A piece is said to attack an opponent’s piece if the piece could make a capture on that square according to Articles 3.2 to 3.8. 3.1.3 A piece is considered to attack a square even if this piece is constrained from moving to that square because it would then leave or place the king of its own colour under attack. 3.2 The bishop may move to any square along a diagonal on which it stands. 3.3 The rook may move to any square along the file or the rank on which it stands. 3.4 The queen may move to any square along the file, the rank or a diagonal on which it stands. 3.5 3.6 3.7 When making these moves, the bishop, rook or queen may not move over any intervening pieces. The knight may move to one of the squares nearest to that on which it stands but not on the same rank, file or diagonal. 3.7 When making these moves, the bishop, rook or queen may not move over any intervening pieces. The knight may move to one of the squares nearest to that on which it stands but not on the same rank, file or diagonal. The pawn: 3.7.1 The pawn may move forward to the square immediately in front of it on the same file, provided that this square is unoccupied, or 3.7.2 on its first move the pawn may move as in 3.7.1 or alternatively it may advance two squares along the same file, provided that both squares are unoccupied, or 3.7.3 the pawn may move to a square occupied by an opponent’s piece diagonally in front of it on an adjacent file, capturing that piece. 3.7.3.1 A pawn occupying a square on the same rank as and on an adjacent file to an opponent’s pawn which has just advanced two squares in one move from its original square may capture this opponent’s pawn as though the latter had been moved only one square. 3.7.3.2 This capture is only legal on the move following this advance and is called an ‘en passant’ capture. 3.7.3.3 When a player, having the move, plays a pawn to the rank furthest from its starting position, he/she must exchange that pawn as part of the same move for a new queen, rook, bishop or knight of the same colour on the intended square of arrival. This is called the square of ‘promotion’. 3.7.3.4 The player's choice is not restricted to pieces that have been captured previously. 3.7.3.5 This exchange of a pawn for another piece is called promotion, and the effect of the new piece is immediate. 3.8 There are two different ways of moving the king: 3.8.1 by moving to an adjoining square. 3.8.2 by ‘castling’. This is a move of the king and either rook of the same colour along the player’s first rank, counting as a single move of the king and executed as follows: the king is transferred from its original square two squares towards the rook on its original square, then that rook is transferred to the square the king has just crossed. 3.8.2.1 The right to castle has been lost: 3.8.2.1.1 If the king has already moved, or 3.8.2.1.2 With a rook that has already moved. 3.8.2.2 Castling is prevented temporarily: 3.8.2.2.1 if the square on which the king stands, or the square which it must cross, or the square which it is to occupy, is attacked by one or more of the opponent's pieces, or 3.8.2.2.2 if there is any piece between the king and the rook with which castling is to be effected. 3.9 The king in check: 3.9.1 The king is said to be 'in check' if it is attacked by one or more of the opponent's pieces, even if such pieces are constrained from moving to the square occupied by the king because they would then leave or place their own king in check. 3.9.2 No piece can be moved that will either expose the king of the same colour to check or leave that king in check. 3.10 Legal and illegal moves; illegal positions: 3.10.1 A move is legal when all the relevant requirements of Articles 3.1 – 3.9 have been fulfilled. 3.10.2 A move is illegal when it fails to meet the relevant requirements of Articles 3.1 –3.9. 3.10.3 A position is illegal when it cannot have been reached by any series of legal moves. Article 4: The Act of Moving the Pieces 4.1 4.2 Each move must be played with one hand only. Adjusting the pieces or other physical contact with a piece: 4.2.1 Only the player having the move may adjust one or more pieces on their squares, provided that he/she first expresses his/her intention (for example by saying “j’adoube” or “I adjust”). 4.2.2 Any other physical contact with a piece, except for clearly accidental contact, shall be considered to be intent. 4.3 Except as provided in Article 4.2.1, if the player having the move touches on the chessboard, with the intention of moving or capturing: 4.3.1 one or more of his/her own pieces, he/she must move the first piece touched that can be moved. 4.3.2 one or more of his/her opponent’s pieces, he/she must capture the first piece touched that can be captured. 4.3.3 one or more pieces of each colour, he/she must capture the first touched opponent’s piece with his/her first touched piece or, if this is illegal, move or capture the first piece touched that can be moved or captured. If it is unclear whether the player’s own piece or his/her opponent’s was touched first, the player’s own piece shall be considered to have been touched before his/her opponent’s. 4.4 If a player having the move: 4.4.1 touches his/her king and a rook he/she must castle on that side if it is legal to do so 4.4.2 deliberately touches a rook and then his/her king he/she is not allowed to castle on that side on that move and the situation shall be governed by Article 4.3.1. 4.4.3 intending to castle, touches the king and then a rook, but castling with this rook is illegal, the player must make another legal move with his/her king (which may include castling with the other rook). If the king has no legal move, the player is free to make any legal move. 4.4.4 promotes a pawn, the choice of the piece is finalised when the piece has touched the square of promotion. 4.5 4.6 If none of the pieces touched in accordance with Article 4.3 or Article 4.4 can be moved or captured, the player may make any legal move. The act of promotion may be performed in various ways: 4.6.1 the pawn does not have to be placed on the square of arrival. 4.6.2 removing the pawn and putting the new piece on the square of promotion may occur in any order. 4.6.3 If an opponent’s piece stands on the square of promotion, it must be captured. 4.7 When, as a legal move or part of a legal move, a piece has been released on a square, it cannot be moved to another square on this move. The move is considered to have been made in the case of: 4.7.1 A capture, when the captured piece has been removed from the chessboard and the player, having placed his/her own piece on its new square, has released this capturing piece from his/her hand. 4.7.2 Castling, when the player's hand has released the rook on the square previously crossed by the king. When the player has released the king from his/her hand, the move is not yet made, but the player no longer has the right to make any move other than castling on that side, if this is legal. If castling on this side is illegal, the player must make another legal move with his/her king (which may include castling with the other rook). If the king has no legal move, the player is free to make any legal move. 4.7.3 Promotion, when the player's hand has released the new piece on the square of promotion and the pawn has been removed from the board. 4.8 4.9 A player forfeits his/her right to claim against his/her opponent’s violation of Articles 4.1 – 4.7 once the player touches a piece with the intention of moving or capturing it. 4.8. A player forfeits his/her right to claim against his/her opponent’s violation of Articles 4.1 – 4.7 .4.9. If a player is unable to move the pieces, an assistant, who shall be acceptable to the arbiter, may be provided by the player to perform this operation. Article 5: The Completion of the Game 5.1.1 The game is won by the player who has checkmated his/her opponent’s king. This immediately ends the game, provided that the move producing the checkmate position was in accordance with Article 3 and Articles 4.2 – 4.7. 5.1.2 The game is lost by the player who declares he/she resigns (this immediately ends the game), unless the position is such that the opponent cannot checkmate the player’s king by any possible series of legal moves. In this case the result of the game is a draw. 5.2.1 The game is drawn when the player to move has no legal move and his/her king is not in check. The game is said to end in ‘stalemate’. This immediately ends the game, provided that the move producing the stalemate position was in accordance with Article 3 and Articles 4.2 – 4.7. 5.2.2 The game is drawn when a position has arisen in which neither player can checkmate the opponent’s king with any series of legal moves. The game is said to end in a ‘dead position’. This immediately ends the game, provided that the move producing the position was in accordance with Article 3 and Articles 4.2 – 4.7. 5.2.3 The game is drawn upon agreement between the two players during the game, provided both players have made at least one move. This immediately ends the game. COMPETITIVE RULES OF PLAY Article 6: The Chessclock 6.1 ‘Chessclock’ means a clock with two time displays, connected to each other in such a way that only one of them can run at a time. ‘Clock’ in the Laws of Chess means one of the two time displays. Each time display has a ‘flag’. ‘Flag-fall’ means the expiration of the allotted time for a player. 6.2 Handling the chessclock: 6.2.1 During the game each player, having made his/her move on the chessboard, shall pause his/her own clock and start his/her opponent’s clock (that is to say, he/she shall press his/her clock). This “completes” the move. A move is also completed if: 6.2.1.1 6.2.1.2 the move ends the game (see Articles 5.1.1, 5.2.1, 5.2.2, 9.2.1, 9.6.1 and 9.6.2), or the player has made his/her next move, when his/her previous move was not completed. 6.2.2 A player must be allowed to pause his/her clock after making his/her move, even after the opponent has made his/her next move. The time between making the move on the chessboard and pressing the clock is regarded as part of the time allotted to the player. 6.2.3 A player must press his/her clock with the same hand with which he/she made his/her move. It is forbidden for a player to keep his/her finger on the clock or to ‘hover’ over it. 6.2.4 The players must handle the chessclock properly. It is forbidden to press it forcibly, to pick it up, to press the clock before moving or to knock it over. Improper clock handling shall be penalised in accordance with Article 12.9. 6.2.5 6.2.6 Only the player whose clock is running is allowed to adjust the pieces. If a player is unable to use the clock, an assistant, who must be acceptable to the arbiter, may be provided by the player to perform this operation. His/Her clock shall be adjusted by the arbiter in an equitable way. This adjustment of the clock shall not apply to the clock of a player with a disability. 6.3 Allotted time: 6.3.1 When using a chessclock, each player must complete a minimum number of moves or all moves in an allotted period of time including any additional amount of time added with each move. All these must be specified in advance. 6.3.2 The time saved by a player during one period is added to his/her time available for the next period, where applicable. In the time-delay mode both players receive an allotted ‘main thinking time’. Each player also receives a ‘fixed extra time’ with every move. The countdown of the main thinking time only commences after the fixed extra time has expired. Provided the player presses his/her clock before the expiration of the fixed extra time, the main thinking time does not change, irrespective of the proportion of the fixed extra time used. 6.4 Immediately after a flag falls, the requirements of Article 6.3.1 must be checked. 6.5 Before the start of the game the arbiter shall decide where the chessclock is placed. 6.6 At the time determined for the start of the game White’s clock is started.6.7. Default time: 6.7.1 The regulations of an event shall specify a default time in advance. If the default time is not specified, then it is zero. Any player who arrives at the chessboard after the default time shall lose the game unless the arbiter decides otherwise. 6.7.2 If the regulations of an event specify that the default time is not zero and if neither player is present initially, White shall lose all the time that elapses until he/she arrives, unless the regulations of an event specify, or the arbiter decides otherwise. 6.8 A flag is considered to have fallen when the arbiter observes the fact or when either player has made a valid claim to that effect. 6.9 Except where one of Articles 5.1.1, 5.1.2, 5.2.1, 5.2.2, 5.2.3 applies, if a player does not complete the prescribed number of moves in the allotted time, the game is lost by that player. However, the game is drawn if the position is such that the opponent cannot checkmate the player’s king by any possible series of legal moves. 6.10 Chessclock setting: 6.10.1 Every indication given by the chessclock is considered to be conclusive in the absence of any evident defect. A chessclock with an evident defect shall be replaced by the arbiter, who shall use his/her best judgement when determining the times to be shown on the replacement chessclock. 6.10.2 If during a game it is found that the setting of either or both clocks is incorrect, either player or the arbiter shall pause the chessclock immediately. The arbiter shall install the correct setting and adjust the times and move-counter, if necessary he/she shall use his/her best judgement when determining the clock settings. 6.11.1 If the game needs to be interrupted, the arbiter shall pause the chessclock. 6.11.2 A player may pause the chessclock only in order to seek the arbiter’s assistance, for example when promotion has taken place and the piece required is not available. 6.11.3 The arbiter shall decide when the game restarts. 6.11.4 If a player pauses the chessclock in order to seek the arbiter’s assistance, the arbiter shall determine whether the player had any valid reason for doing so. If the player has no valid reason for pausing the chessclock, the player shall be penalised in accordance with Article 12.9. 6.12.1 Screens, monitors, or demonstration boards showing the current position on the chessboard, the moves and the number of moves made/completed, and clocks which also show the number of moves, are allowed in the playing hall. 6.12.2 The player may not make a claim relying only on information shown in this manner.

La classificazione dei beni di consumo La scelta della strategia migliore per un dato prodotto dipende dalle caratteristiche del prodotto stesso e dall'obiettivo perseguito dall'impresa nell'ambiente competitivo in cui opera, si stabilisce una distinzione fra 4 sottogruppi: 1) I prodotti d'acquisto corrente (convenience good) sono i beni che il consumatore acquista con il minimo sforzo possibile, di frequente e in piccole quantità, adottando un comportamento d'acquisto abitudinario. Questa categoria può essere suddivisa in: prodotti di prima necessità: sono acquistati regolarmente e includono la maggior parte dei prodotti alimentari, l'acquisto è facilitato dalla fedeltà alla marca e dalla pubblicità ripetitiva. prodotti d'impulso: vengono acquistati senza alcuna premeditazione (patatine);devono essere disponibili in più negozi; la confezione e gli espositori sono importanti per la loro vendita. prodotti d'urgenza: vengono acquistati per soddisfare un bisogno inaspettato e urgente, vanno acquistati nel momento del bisogno quindi devono essere disponibili in diversi tipi di punti vendita (cerotti, disinfettanti ecc.); per questi prodotti, l'impresa non ha scelta: è necessaria la massima copertura del mercato perché, se il cliente non trova il prodotto o la marca desiderata nel momento e nel luogo in cui vuole acquistarla, sceglierà un'altra marca. 2) I prodotti di acquisto ragionato (shopping good) sono prodotti per i qualí si percepisce un livello elevato di rischio, per cui i consumatori investono tempo e impegno per confrontare le caratteristiche di prodotti alternativi, in base a criteri come la qualità, il prezzo, lo stile ecc. es. mobili, abiti... prodotti a prezzo elevato e a bassa frequenza d'acquisto. In questi casi, i clienti potenziali si recano in vari punti vendita prima di decidere l'acquisto e il personale di vendita esercita un'influenza notevole sulla decisione finale. Per questi prodotti è indicata la distribuzione selettiva, in quanto serve la collaborazione del dettagliante e l'ubicazione adeguata del punto vendita. 3) I prodotti esclusivi (specialty good) sono prodotti con caratteristiche uniche; all'acquisto di tali beni il consumatore è pronto a dedicare molti sforzi, si tratta di marche di prodotti di lusso es. auto, alta moda ecc. Per questi prodotti, i clienti non procedono a confronti tra le marche: cercano il punto vendita dove è disponibile il prodotto o la marca desiderata. Il fattore determinante è la fedeltà al prodotto o alla marca, per il produttore di un bene specifico, la distribuzione esclusiva rappresenta la migliore soluzione. 4) I prodotti non ricercati sono quelli che i clienti non conoscono, o quelli che sono noti ma non c'è interesse spontaneo, rientrano, per esempio, apparecchiature per il controllo della temperatura o assicurazioni sulla vita. Questi prodotti non ricercati richiedono sforzi di vendita notevoli e la collaborazione dell'intermediario è indispensabile. 16.6 Le politiche di comunicazione nella rete distributiva Per conseguire gli obiettivi di marketing dell'impresa, è necessaria la collaborazione dei distributori. Per ottenere tale impegno da parte degli intermediari, l'impresa può scegliere 2 politichecomunicative: Le politiche push Consiste nel concentrare gli sforzi di comunicazione e di promozione sugli intermediari, in modo da stimolarli a collaborare con l'azienda, inserire il prodotto nei loro assortimenti, immagazzinarlo in quantità consistenti e garantirgli lo spazio di vendita adeguato. L'obiettivo è quello di sollecitare la collaborazione volontaria del distributore che, a seconda degli incentivi e delle condizioni di vendita che gli vengono proposti (margini elevati, sconti sulle quantità, pubblicità nel punto vendita, budget promozionali, distribuzioni gratuite), tenderà a privilegiare il nostro prodotto, quindi è indispensabile un programma di incentivi. Il rischio di questa strategia è che potrebbe rendere l'impresa dipendente dall'intermediario, che ne controlla l'accesso al mercato. Le politiche pull Consiste nel tagliare fuori gli intermediari e cercare di costruire la domanda dell'impresa rivolgendosi direttamente ai potenziali consumatori nel segmento target. L'obiettivo comunicativo è quello di creare una forte domanda da parte del consumatore finale e di sviluppare la fedeltà alla marca in modo che il distributore sia costretto a inserirla nel proprio assortimento, per soddisfare le richieste del consumatore. Sono necessarie spese sulla comunicazione in pubblicità sui media, promozioni ai consumatori e altri mezzi di mkt diretto, se si ha successo, il produttore avrà il potere d'influenzare i partecipanti al canale distributivo e di indurli a prendere in carico la marca.. Procter & Gamble adotta una politica pull per lanciare i nuovi prodotti. Però questa politica richiede ingenti risorse finanziarie per coprire i costi delle campagne pubblicitarie, si tratta di costi fissi mentre adottando una politica push, i costi sono proporzionali ai volumi di vendita e diventano più sostenibili, in particolare per le piccole imprese. Una politica pull va considerata un investimento a lungo termine: l'obiettivo dell'impresa è quello di creare un capitale di reputazione, il cosiddetto "brand equity". In pratica le due politiche di comunicazione sono utilizzate insieme. 16.7 L'analisi dei costi di distribuzione I costi di distribuzione sono misurati dalla differenza tra il prezzo unitario di vendita pagato dal consumatore finale e il prezzo pagato al produttore dal primo acquirente. Il margine di distribuzione s'identifica dunque con il concetto di valore aggiunto del canale distributivo. Laddove più intermediari intervengono nel processo distributivo, il margine di distribuzione è costituito dalla somma dei margini del diversi Intermediari. I margini di distribuzione Si esprime in termini percentuali, si calcola sia in rapporto al costo d'acquisto (C), sia in rapporto al prezzo di vendita (P). Si parla di margine di distribuzione (D) come di mark-up (o "ricarico") e di"sconto". Abbiamo diverse formule di calcolo: Costi di distribuzione (CD) ➨ CD = Pcf - Ppa Pcf = prezzo pagato dal consumatore finale Ppa = prezzo pagato al produttore dal primo acquirente Margine di distribuzione (MD) = volume d’affari del canale (VA) MD = ∑ md n md = Pv - Pa n = margini dei diversi intermediari In un sistema di distribuzione indiretto, il margine di distribuzione è uguale alla somma dei margini dei distributori IL MARGINE DEL DISTRIBUTORE (D) = prezzo di vendita - costo d'acquisto = D = P - C IL MARGINE DI DISTRIBUZIONE IN PERCENTUALE sul prezzo di vendita (sconto): D* = P-C / P sul costo di acquisto (mark-up): D° = P-C / C REGOLE DI EQUIVALENZA D*= D° /1 + D° D° = D* /1 - D* Calcolo del prezzo di vendita al cliente Costo di acquisto = 90€; Sconto = 25% Prezzo di vendita al dettaglio = 90€/ (1 - 0,25) = 90€/0,75 = 120€ I margini di distribuzione sono espressi in relazione al prezzo di vendita, ma la prassi può variare fra un settore e l'altro e fra un'impresa e l'altra, inoltre dipende dalla posizione occupata dall'intermediario nella rete e remunera la funzione o le funzioni esercitate. In alcuni casi, l'intermediario beneficia di più margini. Confronto tra prezzo di listino, di fattura e finale I margini di distribuzione costituiscono solo una parte del margine totale, bisogna distinguere tra; ➤prezzo di listino è il prezzo ufficiale, pubblicato nel tariffario o nel listino dell'azienda. ➤prezzo di fattura è il prezzo di listino al netto delle deduzioni "in fattura" che andrebbero conteggiate in aggiunta allo sconto standard per il distributore, per esempio, di sconti speciali al distributore, sconti all'utente finale e promozioni in fattura. ➤prezzo finale è il prezzo di fattura senza le deduzioni "aggiunte fuori fattura", come lo sconto per i pagamenti in contanti, i costi del conto clienti, le indennità, i rimborsi, i programmi promozionali fuori fattura e le spese di spedizione, inoltre confezioni speciali o supporto tecnico.. sottraendo dal prezzo finale il costo di questi servizi si ottiene il margine finale, ossia la misura della redditività del prodotto. Confronto fra costi di distribuzione Il margine di distribuzione remunera le funzioni e i compiti della distribuzione assunti dagli intermediari. Nel canale indiretto lungo, la maggior parte dei compiti fisici di distribuzione (stoccaggio e trasporto) sono svolti dai grossisti e i costi sono proporzionali al volume d'affari del fabbricante e coperti dal margine del grossista e del distributore. Il produttore deve mantenere un servizio commerciale minimo, con spese fisse a suo carico ridotte però l'impresa esercita un controllo scarso sull'organizzazione di vendita. Nel canale indiretto breve, la quota di spese fisse diventa preponderante rispetto al costo totale di distribuzione; il fabbricante deve sostenere le spese della distribuzione fisica, organizzare una rete di magazzini e un'amministrazione delle vendite, sugli oneri finanziari prodotti dalla gestione delle scorte e del conto vendita della clientela, come pure la funzione di vendita. L'adozione di questo canale implica per il fabbricante, un rischio finanziario maggiore, però l'impresa è in grado di esercitare un miglior controllo sulla propria organizzazione commerciale, essendo in contatto diretto con la domanda finale. L'indice di redditività di ciascuno di essi si calcolerà nel modo seguente: R = volume d'affari - costi di distribuzione /costi di distribuzione dove R rappresenta una valutazione dell'indice di redditività previsto, tenendo conto dell'insieme dei costi che ogni canale comporta. 16.8 L'impatto di internet sulle decisioni di distribuzione Internet sta migliorando l'efficienza dei mercati, creando situazioni prossime alla concorrenza pura o perfetta, l'impresa che controlla l'accesso dei prodotti sul mercato possiede un importante vantaggio competitivo. Nell'e-business, invece di vendere ciò che produce, l'impresa virtuale vende ciò che può offrire, non importa chi provvederà al processo di fabbricazione dei prodotti. La tentazione di disintermediazione Internet potrebbe consentire alle imprese di trattare direttamente con il cliente finale, scavalcando le reti di distribuzione esistenti e riducendo i costi di transazione, si definisce disintermediazione. Prima di considerare la disintermediazione, è utile verificare se ciascuna applicazione online "completa" o "sostituisce" le operazioni offline, in molti casi, la soluzione migliore è data da una combinazione delle due, promuovendo in tal modo la complementarietà. Andare contemporaneamente online e offline? Offrendo gli stessi prodotti agli stessi clienti, con la stessa marca contemporaneamente online e offline, si possono generare dei forti conflitti di canale, possono essere: Conflitti interni ⟹ quelli tra due o più canali di commercializzazione impiegati dall'impresa; esistono 4 tipi di conflitti interni: 1. Cannibalizzazione tra canali: la creazione di un nuovo canale di vendita può determinare una ridistribuzione del volume complessivo di vendite tra i canali, che si traduce in una cannibalizzazione dei canali esistenti, a favore di quelli nuovi. 2. Sottoutilizzazione delle infrastrutture fisiche: i canali di vendita al dettaglio necessitano di Investimenti in beni materiali come negozi, uffici... L'ottimizzazione del numero, delle dimensioni e dell'utilizzazione di queste risorse è importante, se volumi consistenti di vendite vengono spostati online, l'equilibrio potrebbe saltare, con un impatto negativo sui costi totali. 3. Discriminazione di prezzo tra I canali: l'impresa che utilizza anche un canale di distribuzione online si troverà a competere con imprese che operano esclusivamente su Web e che hanno costi e prezzi più bassi, ciò la spingerà a ridurre i prezzi online, causando possibili problemi con i propri clienti tradizionali, i quali potrebbero ritenere di pagare troppo offline. 4. Desincronizzazione dei canali: i clienti non distinguono tra i canali di vendita per la stessa marca, ma selezionano semplicemente il canale più conveniente, aspettandosi un certo grado di integrazione tra l'online e l'offline. Conflitti esterni ⟹ quando operatori terzi indipendenti sono coinvolti nella rete distributiva. 1. Eliminare i dettaglianti tradizionali: nel momento in cui i canali online tolgono volume d'affari ai canali tradizionali, questi ultimi possono ritirare il loro supporto ai prodotti dell'azienda e passare alla concorrenza. 2. Perdere Il controllo del canale: I produttori cercano di controllare i canali che utilizzano, impostando delle quote di vendita per area o per regione e fornendo linee guida rigorose in materia di presentazione e promozione del prodotto, è difficile mantenere lo stesso controllo sul canali online. 3. Spostamento del valore a monte: la fornitura di servizi e di informazioni direttamente da parte dei produttori riduce il ruolo e il valore aggiunto dei rivenditori, le cui funzioni sono limitate alle attività di distribuzione fisica, che sono peraltro le più costose. Esistono delle opzioni per conciliare i canali online e non, che riducono i potenziali conflitti: • inserire sul sito web dell'impresa una presentazione e un catalogo di prodotti senza listino prezzi, in modo, tale che i distributori percepiscono il sito come supporto promozionale; • usare nel sito web lo stesso prezzo di mercato, ma aggiungere le spese di consegna, mantenendo attraente l'offerta del distributore tradizionale; • vendere sul sito web, ma riconoscendo una provvigione ai distributori situati nella zona geografica in cui il prodotto è venduto; • adottare la stessa politica di prezzo dei distributori.

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