本科教学课件-国际市场营销双语教程（完整）.ppt

Framework 1、 Channels of Distribution in World Markets 2、Main Considerations for Selecting Channels 3、The Management of Middlemen Wholesaler Channel Configurations Consumer / Industrial User Retailer Retailer Manufacturer Manufacturer Originator Consumer Industrial User Agent Agent Agent Agent Agent Agent Agent Wholesaler Retailer IndustrialDistributor IndustrialDistributor Consumer Products Industrial Products Services Retailer Channel Design Considerations Customer characteristics What do they need, why, when, and how? Distribution culture The structural linkages and functional characteristics of existing channels. Competition What channels does the competition use? Company objectives Determined by company objectives for market share and profitability. Channel Design Considerations Character The nature of the product impacts the design of the channel. The channel must match the positioning of the product in the market. Capital ... Describes the financial requirements for setting up a channel system. Cost … is the expenditure incurred in maintaining a channel once it is established. Channel Design Considerations Coverage The number of areas in which a product is represented and the quality of that representation. Types of coverage Intensive Selective Exclusive Channel Design Considerations Control The use of intermediaries, product type, and the marketer’s use of power will determine the amount of market control. Continuity Responsibility of the marketer and is expressed through market commitment. Communication Provides the exchange of information that is essential to the functioning of the channel. Social, cultural, technological, time and geographical distances cause problems. Intermediaries Types of intermediary relationship Distributorship Agency Type of exporting function Indirect exporting Direct exporting Integrated distribution Intermediaries Sources for Finding Intermediaries Distributor inquires Governmental agencies Commerce Department’s Trade Opp