What is the Distributive Property?

multiply each term inside the parentheses by the number outside the parentheses.

add each term inside the parentheses by the number outside the parentheses.

subtract each term inside the parentheses by the number outside the parentheses.

divide each term inside the parentheses by the number outside the parentheses.

Independent - Distributive Property A - 7H

Figure 18-11 represents the amount of energy stored as organic material in each trophic level in an ecosystem. The pyramid shape of the diagram indicates the low percentage of energy transfer from one level to the next. On average, 10 percent of the total energy consumed in one trophic level is incor- porated into the organisms in the next. Why is the percentage of energy transfer so low? One reason is that some of the organisms in a trophic level escape being eaten. They eventually die and become food for decomposers, but the energy contained in their bodies does not pass to a higher trophic level. Even when an organism is eaten, some of the molecules in its body will be in a form that the consumer cannot break down and use. For example, a cougar cannot extract energy from the antlers, hooves, and hair of a deer. Also, the energy used by prey for cellu- lar respiration cannot be used by predators to synthesize new bio- mass. Finally, no transformation or transfer of energy is 100 percent efficient. Every time energy is transformed, such as during the reactions of metabolism, some energy is lost as heat. Limitations of Trophic Levels The low rate of energy transfer between trophic levels explains why ecosystems rarely contain more than a few trophic levels. Because only about 10 percent of the energy available at one trophic level is transferred to the next trophic level, there is not enough energy in the top trophic level to support more levels. Organisms at the lowest trophic level are usually much more abundant than organisms at the highest level. In Africa, for exam- ple, you will see about 1,000 zebras, gazelles, and other herbivores for every lion or leopard you see, and there are far more grasses and shrubs than there are herbivores. Higher trophic levels con- tain less energy, so, they can support fewer individuals.A population is a group of organisms that belong to the same species and live in a particular place at the same time. All of the bass living in a pond during a certain period of time make up a pop- ulation because they are isolated in the pond and do not interact with bass living in other ponds. The boundaries of a population may be imposed by a feature of the environment, such as a lake shore, or they can be arbitrarily chosen to simplify a study of the population. The humans shown in Figure 19-1 are part of the pop- ulation of a city. The properties of populations differ from those of individuals. An individual may be born, it may reproduce, or it may die. A population study focuses on a population as a whole—how many individuals are born, how many die, and so on. Population Size A population’s size is the number of individuals that the population contains. Size is a fundamental and important population property but can be difficult to measure directly. If a population is small and composed of immobile organisms, such as plants, its size can be determined simply by counting individuals. Often, though, individ- uals are too abundant, too widespread, or too mobile to be counted easily, and scientists must estimate the number of individuals in the population. Suppose that a scientist wants to know how many oak trees live in a 10 km2 patch of forest. Instead of searching the entire patch of forest and counting all the oak trees, the scientist could count the trees in a smaller section of the forest, such as a 1 km2 area. The scientist could then use this value to estimate the population of the larger area. SECTION 1 OBJECTIVES ● Describe the main properties that scientists measure when they study populations. ● Compare the three general patterns of population dispersion. ● Identify the measurements used to describe changing populations. ● Compare the three general types of survivorship curves. VOCABULARY population population density dispersion birth rate death rate life expectancy age structure survivorship curve FIGURE 19-1 A population can be widely distributed, as Earth’s human population is, or confined to a small area, as species of fish in a lake are. Copyright © by Holt, Rinehart and Winston. All rights reserved. 382 CHAPTER 19 If the small patch contains 25 oaks, an area 10 times larger would likely contain 10 times as many oak trees. A similar kind of sampling technique might be used to estimate the size of the pop- ulation shown in Figure 19-2. To use this kind of estimate, the sci- entist must assume that the distribution of individuals in the entire population is the same as that in the sampled group. Estimates of population size are based on many such assumptions, so all esti- mates have the potential for error. Population Density Population density measures how crowded a population is. This measurement is always expressed as the number of individuals per unit of area or volume. For example, the population density of humans in the United States is about 30 people per square kilome- ter. Table 19-1 shows the population sizes and densities of humans in several countries in 2003. These estimates are calculated for the total land area. Some areas of a country may be sparsely popu- lated, while other areas are very densely populated. Dispersion A third population property is dispersion (di-SPUHR-zhuhn). Dispersion is the spatial distribution of individuals within the popu- lation. In a clumped distribution, individuals are clustered together. In a uniform distribution, individuals are separated by a fairly con- sistent distance. In a random distribution, each individual’s location is independent of the locations of other individuals in the popula- tion. Figure 19-3 illustrates the three possible patterns of dispersion. Clumped distributions often occur when resources such as food or living space are clumped. Clumped distributions may also occur because of a species’ social behavior, such as when animals gather into herds or flocks. Uniform distributions may result from social behavior in which individuals within the same habitat stay as far away from each other as possible. For example, a bird may locate its nest so as to maximize the distance from the nests of other birds. These migrating wildebeests in East Africa are too numerous and mobile to be counted. Scientists must use sampling methods at several locations to monitor changes in the population size of the animals. FIGURE 19-2 TABLE 19-1 Population Size and Density of Some Countries Population size Population density Country (in millions) (in individuals/km2) China 1,289 135 India 1,069 325 United States 292 30 Russia 146 8 Japan 128 337 Mexico 105 54 Kenya 32 54 Australia 20 3 dispersion from the Latin dis-, meaning “out,” and spargere, meaning “to scatter” Word Roots and Origins Copyright © by Holt, Rinehart and Winston. All rights reserved. POPULATIONS 383 The social interactions of birds called gannets, which are shown in Figure 19-3b, result in a uniform distribution. Each gannet chooses a small nesting area on the coast and defends it from other gannets. In this way, each gannet tries to maximize its distance from all of its neighbors, which causes a uniform distribution of individuals. Few populations are truly randomly dispersed. Rather, they show degrees of clumping or uniformity. The dispersion pattern of a population sometimes depends on the scale at which the popu- lation is observed. The gannets shown in Figure 19-3b are uni- formly distributed on a scale of a few meters. However, if the entire island on which the gannets live is observed, the distribution appears clumped because the birds live only near the shore. POPULATION DYNAMICS All populations are dynamic—they change in size and composition over time. To understand these changes, scientists must know more than the population’s size, density, and dispersion. One important measure is the birth rate, the number of births occur- ring in a period of time. In the United States, for example, there are about 4 million births per year. A second important measure is the death rate, or mortality rate, which is the number of deaths in a

THE BATTLE OF THE PHILIPPINE SEA Occured in the Philippine Sea and Marinas The battle engaged the bulk of thepagan American forces, and prevented the Japanese from reinforcing, their fleet in the •Marianas. •A month after, the Japanese LOST THEIR 4 best aircraft carriers in the Battle of Midway, an island northwest of Pearl "Harbor. 1. The Batle of the Philipine Sea lasted just one day June 19- June 20 1944 3. is also called the "Marianas Turkey Shoot” The Battle of the Coral Sea The Coral Sea is Between New Guinea and Australia The Japanese Were Trying to Attack Australia! The U.S. Navy and the Japanese Navy Fought! Nobody Won! U.S. Was Able to STOP the Attack on Australia! (Victory!) The American fleet defeated the Japanese. American planes bombarded Japanese installation in Manila from the air. Air strikes were also carried out in the Visayas. Battle of Okinawa: Battle Details The attack on Okinawa took heavy toll on both sides of the fighting... The Americans lost 7,373 men killed and 32,056 wounded on land. At sea, the Americans lost 5,000 killed and 4,600 wounded. The Japanese lost 107,000 killed and 7,400 men taken prisoner. The Japanese may have lost another 20,000 dead as a result of American tactics whereby Japanese troops were incinerated where they fought. The Americans also lost 36 ships. 368 ships were also damaged. 763 aircraft were destroyed. The Japanese lost 16 ships sunk and over 4,000 aircraft were lost. battle facts -the japanese launched fierce kamikaze attacks l-arge amouunts of civillian deaths -japanese soldiers using civilians as human shields Americans ended with more triumphs in the battles like in: General MacArthur and the Allies next turned to the Island of Iwo Jima The island was critical to the Allies as a base for an attack on Japan It was called the most heavily defended spot on earth Allied and Japanese forces suffered heavy casualties IWO JIMA American soldiers plant the flag ol the Island of Iwo Jima after their victory Battle of Leyte Gulf "Second Battle of the Philippine Sea". Time: October 23 - 26, 1944 during WW. Location: Leyte Gulf in Philippines (East coast), Philippine islands of Leyte, Samar, and Luzon. Largest naval battle in WWII. Leyte was secured and was liberated from the hands of the Japanese Americans decided to launch their attack in Leyte since the weak side of the Japanese fleet was in Visayas. Heavy bombing at the Leyte beaches cleared the way for the landing in Palo, Leyte. Leading the American troops were General Douglas MacArthur and President Osmeña, who took over after the death of President Quezon in Saranak Lake in New York. the battle for the liberation of manila The commonwealth government capital was transferred from tacloban to Manila. Manila once again became the seat of the national leadership. ON july 4, 1945, general macarthur announced the total liberation of the Philippines • The Commonwealth government capital was transferred from Tacloban to Manila. Manila once again became the seat of the national leadership. On July 4, 1945, General MacArthur announced the total liberation of the Philippines. Americans surprised the Japanese with the landing of troops in Lingayen Gulf in Pangasinan. • The Filipino guerillas had already cleared the area and neutralized many of the Japanese forces. The first target was the UST, which was used by the Japanese as a camp for civilian prisoners of war, and they were able to free them. • More than 1000 POWs from Bataan and Corregidor were also freed from the Bilibid Prisons. • The battle of Manila was recorded as the fiercest urban fighting in the entire Pacific War. WATERLOO DAILY COURIER-NEWSPAPER “PEACE! WAR ENDS; JAPANESE ACCEPT ALLIED TERMS. ON EMPEROR" On August 6, due to persistent refusal of Japan to yield, another atomic bomb was dropped in the shipbuilding city of Nagasaki. On August 15, V-J Day (Victory in Japan), Emperor Hirohito finally admitted defeat and on September 3, 1945 the document of surrender was signed on board of the U.S. battleship Missouri in Tokyo Bay. With the liberation of the Philippines, the Americar troops moved on to finally end the war in Asia. The Japanese cities of Tokyo, Osaka, Nagoya and Kure were bombed. In July 26, the allies demanded surrender but the Japanese continued to hold on to their belief that surrender is a dishonor. Atomic bomb was dropped on the populous city of Hiroshima, 60% of the city was destroyed. It was estimated that there were more than 80 000 people died on the spot and more than 37 000 suffered severe injuries. Today, the HIROSHIMA SHRINE serves as a reminder of th horrors of war and the need to preserve PEACE in the world. THE POSTWAR PHILIPPINE COMMONWEALTH-• Philippine Commonwealth resumed. Osmeña was confronted with a war - ravaged country with no financial resources for PROBLEMS • Poverty • Destruction of Properties • Unemployment • Price Increase • Hoarding • Graft and Corruption HINDRANCES -Rehabilitation of INDUSTRIES COULD NOT BE DONE BECAUSE OF LACK OF FUND -RAILWAYS WERE DESTROYED THAT LED TO SLOW PRODUCTION AND TRANSPORTATION SOLUTION -PCAU (Philippine Civil Affairs Unit) was established by MacArthur to provide emergency relief in areas liberated by the Americans. - It organized food distribution centers. CHALLENGES TO INDEPENDENCE • On April 30, 1946, the Philippine the US President. BIASED AGREEMENTS: Rehabilitation or the Tydings Act of 1946, passed by the US Congress, was approved by Commission • This Act created the US Philippine War Damage The Act also provided for the transfer of $100,000,000 surplus property of the United States to the Philippines. The Philippine Armed Forces received large quantities of valuable military equipment and supplies. BIASED AGREEMENTS: • The United States Congress offered $800 million for post World War Il rebuilding funds if the Bell Trade Act was ratified by the Philippine Congress Parity rights granting U.S. citizens and corporations rights to Philippine natural resources equal to (in parity with) those of Philippine citizens The Philippines used to celebrate its Independence Day on July 4, and not June 12, by virtue of the Truman Proclamation in 1946. In the early 1960s, however, the Philippine Historical Association lobbied to bring back June 12 as our Independence Day. In 1962, President Diosdado Macapagal issued a proclamation to make the change official. DECLARATION OF PHILIPPINE INDEPENDENCE • On July 4, 1946, the Americans granted independence to the Philippines.

Create a review game for 9th grade biology students using the following topics Levels of Organization in an ecosystem- population, community, ecosystem, biome, biosphere Abiotic and Biotic Factors Differences between Food chains and food webs Trophic Levels Producers vs Consumers, Autotrophs vs. Heterotrophs Effects of Greenhouse gases and their effects on global systems. Biome examples Photosynthesis vs cellular respiration Types of Consumers Ecological Pyramids 10% rule Cycles of Matter/ Nutrient Cycles- Water Cycle, Carbon Cycle, Nitrogen Cycle, Phosphorus Cycle (note on the diagrams… the bigger the arrow, the larger amount of matter that moves through the cycle from that point to the next. Macromolecules- Carbohydrates, Lipids, Proteins, Nucleic Acids Nitrogen fixation Denitrification Eutrophication The usable form on nitrogen for plants is nitrate Population density and distribution-random, dispersed and clumped Birth rate and death rate Survivorship curves- Type I, II, and III Density dependent factors Density independent factors Exponential growth- J curve = unlimited resources, no limiting factors Logistical Growth-S curve= limiting factors, carrying capacity Symbiotic Relationships- Competition, predation, Herbivory, mutualism, parasitism, commensalism What is an invasive species? Why might countries limit certain species to coming into a new country or area? What is mycorrhizal? Succession- Primary vs Secondary Pioneer Species Climax community Biodiversity Climate change

Fed. 51: To the People of the State of New York: TO WHAT expedient, then, shall we finally resort, for maintaining in practice the necessary partition of power among the several departments, as laid down in the Constitution? The only answer that can be given is, that as all these exterior provisions are found to be inadequate, the defect must be supplied, by so contriving the interior structure of the government as that its several constituent parts may, by their mutual relations, be the means of keeping each other in their proper places. Without presuming to undertake a full development of this important idea, I will hazard a few general observations, which may perhaps place it in a clearer light, and enable us to form a more correct judgment of the principles and structure of the government planned by the convention. In order to lay a due foundation for that separate and distinct exercise of the different powers of government, which to a certain extent is admitted on all hands to be essential to the preservation of liberty, it is evident that each department should have a will of its own; and consequently should be so constituted that the members of each should have as little agency as possible in the appointment of the members of the others. Were this principle rigorously adhered to, it would require that all the appointments for the supreme executive, legislative, and judiciary magistracies should be drawn from the same fountain of authority, the people, through channels having no communication whatever with one another. Perhaps such a plan of constructing the several departments would be less difficult in practice than it may in contemplation appear. Some difficulties, however, and some additional expense would attend the execution of it. Some deviations, therefore, from the principle must be admitted. In the constitution of the judiciary department in particular, it might be inexpedient to insist rigorously on the principle: first, because peculiar qualifications being essential in the members, the primary consideration ought to be to select that mode of choice which best secures these qualifications; secondly, because the permanent tenure by which the appointments are held in that department, must soon destroy all sense of dependence on the authority conferring them. It is equally evident, that the members of each department should be as little dependent as possible on those of the others, for the emoluments annexed to their offices. Were the executive magistrate, or the judges, not independent of the legislature in this particular, their independence in every other would be merely nominal. But the great security against a gradual concentration of the several powers in the same department, consists in giving to those who administer each department the necessary constitutional means and personal motives to resist encroachments of the others. The provision for defense must in this, as in all other cases, be made commensurate to the danger of attack. Ambition must be made to counteract ambition. The interest of the man must be connected with the constitutional rights of the place. It may be a reflection on human nature, that such devices should be necessary to control the abuses of government. But what is government itself, but the greatest of all reflections on human nature? If men were angels, no government would be necessary. If angels were to govern men, neither external nor internal controls on government would be necessary. In framing a government which is to be administered by men over men, the great difficulty lies in this: you must first enable the government to control the governed; and in the next place oblige it to control itself. A dependence on the people is, no doubt, the primary control on the government; but experience has taught mankind the necessity of auxiliary precautions. This policy of supplying, by opposite and rival interests, the defect of better motives, might be traced through the whole system of human affairs, private as well as public. We see it particularly displayed in all the subordinate distributions of power, where the constant aim is to divide and arrange the several offices in such a manner as that each may be a check on the other that the private interest of every individual may be a sentinel over the public rights. These inventions of prudence cannot be less requisite in the distribution of the supreme powers of the State. But it is not possible to give to each department an equal power of self-defense. In republican government, the legislative authority necessarily predominates. The remedy for this inconveniency is to divide the legislature into different branches; and to render them, by different modes of election and different principles of action, as little connected with each other as the nature of their common functions and their common dependence on the society will admit. It may even be necessary to guard against dangerous encroachments by still further precautions. As the weight of the legislative authority requires that it should be thus divided, the weakness of the executive may require, on the other hand, that it should be fortified. An absolute negative on the legislature appears, at first view, to be the natural defense with which the executive magistrate should be armed. But perhaps it would be neither altogether safe nor alone sufficient. On ordinary occasions it might not be exerted with the requisite firmness, and on extraordinary occasions it might be perfidiously abused. May not this defect of an absolute negative be supplied by some qualified connection between this weaker department and the weaker branch of the stronger department, by which the latter may be led to support the constitutional rights of the former, without being too much detached from the rights of its own department? If the principles on which these observations are founded be just, as I persuade myself they are, and they be applied as a criterion to the several State constitutions, and to the federal Constitution it will be found that if the latter does not perfectly correspond with them, the former are infinitely less able to bear such a test. There are, moreover, two considerations particularly applicable to the federal system of America, which place that system in a very interesting point of view. First. In a single republic, all the power surrendered by the people is submitted to the administration of a single government; and the usurpations are guarded against by a division of the government into distinct and separate departments. In the compound republic of America, the power surrendered by the people is first divided between two distinct governments, and then the portion allotted to each subdivided among distinct and separate departments. Hence a double security arises to the rights of the people. The different governments will control each other, at the same time that each will be controlled by itself. Second. It is of great importance in a republic not only to guard the society against the oppression of its rulers, but to guard one part of the society against the injustice of the other part. Different interests necessarily exist in different classes of citizens. If a majority be united by a common interest, the rights of the minority will be insecure. There are but two methods of providing against this evil: the one by creating a will in the community independent of the majority that is, of the society itself; the other, by comprehending in the society so many separate descriptions of citizens as will render an unjust combination of a majority of the whole very improbable, if not impracticable. The first method prevails in all governments possessing an hereditary or self-appointed authority. This, at best, is but a precarious security; because a power independent of the society may as well espouse the unjust views of the major, as the rightful interests of the minor party, and may possibly be turned against both parties. The second method will be exemplified in the federal republic of the United States. Whilst all authority in it will be derived from and dependent on the society, the society itself will be broken into so many parts, interests, and classes of citizens, that the rights of individuals, or of the minority, will be in little danger from interested combinations of the majority. In a free government the security for civil rights must be the same as that for religious rights. It consists in the one case in the multiplicity of interests, and in the other in the multiplicity of sects. The degree of security in both cases will depend on the number of interests and sects; and this may be presumed to depend on the extent of country and number of people comprehended under the same government. This view of the subject must particularly recommend a proper federal system to all the sincere and considerate friends of republican government, since it shows that in exact proportion as the territory of the Union may be formed into more circumscribed Confederacies, or States oppressive combinations of a majority will be facilitated: the best security, under the republican forms, for the rights of every class of citizens, will be diminished: and consequently the stability and independence of some member of the government, the only other security, must be proportionately increased. Justice is the end of government. It is the end of civil society. It ever has been and ever will be pursued until it be obtained, or until liberty be lost in the pursuit. In a society under the forms of which the stronger faction can readily unite and oppress the weaker, anarchy may as truly be said to reign as in a state of nature, where the weaker individual is not secured against the violence of the stronger; and as, in the latter state, even the stronger individuals are prompted, by the uncertainty of their condition, to submit to a government which may protect the weak as well as themselves; so, in the former state, will the more powerful factions or parties be gradnally induced, by a like motive, to wish for a government which will protect all parties, the weaker as well as the more powerful. It can be little doubted that if the State of Rhode Island was separated from the Confederacy and left to itself, the insecurity of rights under the popular form of government within such narrow limits would be displayed by such reiterated oppressions of factious majorities that some power altogether independent of the people would soon be called for by the voice of the very factions whose misrule had proved the necessity of it. In the extended republic of the United States, and among the great variety of interests, parties, and sects which it embraces, a coalition of a majority of the whole society could seldom take place on any other principles than those of justice and the general good; whilst there being thus less danger to a minor from the will of a major party, there must be less pretext, also, to provide for the security of the former, by introducing into the government a will not dependent on the latter, or, in other words, a will independent of the society itself. It is no less certain than it is important, notwithstanding the contrary opinions which have been entertained, that the larger the society, provided it lie within a practical sphere, the more duly capable it will be of self-government. And happily for the REPUBLICAN CAUSE, the practicable sphere may be carried to a very great extent, by a judicious modification and mixture of the FEDERAL PRINCIPLE. PUBLIUS.

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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