国际市场营销学 第11章 International Distribution Channels
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1.2 Distribution channel functions
1. Information 2. Promotion 3. Contact 4. Matching
(including such things as manufacturing, grading, assembling, and packaging) 5. Negotiation 6. Physical Distribution (transporting and storing) 7. Financing 8. Risk Taking
1. Manufacturer’s Representatives 2. Distributors 3. Foreign-Country Brokers 4. Managing Agents and Compradors 5. Dealers 6. Import Jobbers, Wholesalers, and
without intermediaries?
2.Channel-of-Distribution Strategies
Types of intermediaries (Length of Distribution Channel)
Distribution Intensity (Width of Distribution Channel )
“You can eliminate the middleman, but not the function.”
2.Channel-of-Distribution Strategies
Types of intermediaries (Length of Distribution Channel)
International Marketing
国际市场营销学
Chapter 11
International Distribution Channels
Chapter Outline
1. Nature of Distribution Channels
2. Distribution Channels Strategy 3. Distribution Channel Structures 4. Locating Selecting and Motivating Channel
– Selective Distribution (选择性分销)
Using more than one but fewer than all of the intermediaries who are willing to carry the company's products
Used for Shopping Goods
4. Trading Companies
11. Webb-Pomerene Export Associations
5. U.S. Export Trading Companies 12. Foreign Sales Corporation
6. Complementary Marketers
13. Export Merchants
Members 5. Internet and Distribution Channels
1. Nature of Distribution Channels
Fra Baidu bibliotek.1 Distribution channel
– Channels of Distribution is known as "Place" in the "4 P's" model of Marketing. Distribution Channels provide the utility of place, of having products where the customer wants when the customer wants them.
Dell, Direct-distribution model
– Eliminates wholesalers and retailers. – Complete control over inventory levels and
distribution costs. – Direct monitor its customers’ needs.
1. Nature of Distribution Channels
1.3 Intermediaries (Middlemen)
– Intermediary within a channel of distribution used to transfer products from the manufacturer to the end user.
Frequently used types of domestic intermediaries include:
1. Manufacturers’ Retail Stores 8. Home-Country Brokers
2. Global Retailers
9. Buying Offices
3. Export Management Companies 10. Selling Groups
middlemen – Buying and selling negotiations between middlemen and
customers
Each country market has a distribution structure through which goods pass from producer to user.
Retailers
Think and Answer
You’ve probably heard someone say, “The reason products cost so much is all the intermediaries.”
– --Do intermediaries increase the cost of products? – --Would consumers be better off or worse off
– Distribution has two dimensions: Logistics- Physical movement of goods Strategy- Who participates and what they do
1. Nature of Distribution Channels
Japan VS. US Channel structure (P251)
German, Japan, US Retail structure (P251)
Think and Answer
Learning the above materials, what can you tell the distinguishing differencies that Japan’s Distribution Channel structure has between US’s?
– Channels of Distribution is defined as an organized network (system) of agencies and institutions which, in combination, perform all the functions required to link producers with end customers to accomplish the marketing task.
3.Channel-of-Distribution Structures
All consumer and industrial products eventually go through a distribution process.
– Physical handling and distribution of goods – Passage of ownership – Buying and selling negotiations between producers and
– Those who actually take title to the products and resell them are merchant middlemen. Those who act as brokers but do not take title are agent middlemen.
– Merchant middlemen include wholesalers and retailers. Agent middlemen include manufacturer's representatives, brokers, and sales agents.
Nature of Distribution Channels
2.Channel-of-Distribution Strategies
Distribution Intensity (Width of Distribution Channel )
– Intensive Distribution (广泛分销)
Stocking the product in as many outlets as possible Used for Convenience Goods
Dell Computer has used one simple supply chain system—direct sales over the Internet or by phone to both business and consumer users.
--If you were a marketing executive at Dell, what new supply chain options would you suggest?
7. Manufacturer’s Export Agent 14. Export Jobbers
Foreign-Country Middlemen
• Some of the more important foreign-country middlemen, who find markets for foreign manufacturers include:
Home-Country Middlemen
• Home-country middlemen, or domestic middlemen, provide marketing services from a domestic base and find foreign markets for products for local manufacturers
– Exclusive Distribution (独家分销)
Giving a limited number of dealers the exclusive right to distribute the company's products in their territories
Used for Specialty Goods
2.Channel-of-Distribution Strategies
Types of intermediaries (Length of Distribution Channel)
– Direct Distribution (short)
A channel whereby goods and services are sold directly from producer to final user without involvement of other independent middlemen.
– Indirect Distribution (long) A channel whereby goods and services are sold indirectly from producer through independent middlemen to final users.
Think and Answer
1. Information 2. Promotion 3. Contact 4. Matching
(including such things as manufacturing, grading, assembling, and packaging) 5. Negotiation 6. Physical Distribution (transporting and storing) 7. Financing 8. Risk Taking
1. Manufacturer’s Representatives 2. Distributors 3. Foreign-Country Brokers 4. Managing Agents and Compradors 5. Dealers 6. Import Jobbers, Wholesalers, and
without intermediaries?
2.Channel-of-Distribution Strategies
Types of intermediaries (Length of Distribution Channel)
Distribution Intensity (Width of Distribution Channel )
“You can eliminate the middleman, but not the function.”
2.Channel-of-Distribution Strategies
Types of intermediaries (Length of Distribution Channel)
International Marketing
国际市场营销学
Chapter 11
International Distribution Channels
Chapter Outline
1. Nature of Distribution Channels
2. Distribution Channels Strategy 3. Distribution Channel Structures 4. Locating Selecting and Motivating Channel
– Selective Distribution (选择性分销)
Using more than one but fewer than all of the intermediaries who are willing to carry the company's products
Used for Shopping Goods
4. Trading Companies
11. Webb-Pomerene Export Associations
5. U.S. Export Trading Companies 12. Foreign Sales Corporation
6. Complementary Marketers
13. Export Merchants
Members 5. Internet and Distribution Channels
1. Nature of Distribution Channels
Fra Baidu bibliotek.1 Distribution channel
– Channels of Distribution is known as "Place" in the "4 P's" model of Marketing. Distribution Channels provide the utility of place, of having products where the customer wants when the customer wants them.
Dell, Direct-distribution model
– Eliminates wholesalers and retailers. – Complete control over inventory levels and
distribution costs. – Direct monitor its customers’ needs.
1. Nature of Distribution Channels
1.3 Intermediaries (Middlemen)
– Intermediary within a channel of distribution used to transfer products from the manufacturer to the end user.
Frequently used types of domestic intermediaries include:
1. Manufacturers’ Retail Stores 8. Home-Country Brokers
2. Global Retailers
9. Buying Offices
3. Export Management Companies 10. Selling Groups
middlemen – Buying and selling negotiations between middlemen and
customers
Each country market has a distribution structure through which goods pass from producer to user.
Retailers
Think and Answer
You’ve probably heard someone say, “The reason products cost so much is all the intermediaries.”
– --Do intermediaries increase the cost of products? – --Would consumers be better off or worse off
– Distribution has two dimensions: Logistics- Physical movement of goods Strategy- Who participates and what they do
1. Nature of Distribution Channels
Japan VS. US Channel structure (P251)
German, Japan, US Retail structure (P251)
Think and Answer
Learning the above materials, what can you tell the distinguishing differencies that Japan’s Distribution Channel structure has between US’s?
– Channels of Distribution is defined as an organized network (system) of agencies and institutions which, in combination, perform all the functions required to link producers with end customers to accomplish the marketing task.
3.Channel-of-Distribution Structures
All consumer and industrial products eventually go through a distribution process.
– Physical handling and distribution of goods – Passage of ownership – Buying and selling negotiations between producers and
– Those who actually take title to the products and resell them are merchant middlemen. Those who act as brokers but do not take title are agent middlemen.
– Merchant middlemen include wholesalers and retailers. Agent middlemen include manufacturer's representatives, brokers, and sales agents.
Nature of Distribution Channels
2.Channel-of-Distribution Strategies
Distribution Intensity (Width of Distribution Channel )
– Intensive Distribution (广泛分销)
Stocking the product in as many outlets as possible Used for Convenience Goods
Dell Computer has used one simple supply chain system—direct sales over the Internet or by phone to both business and consumer users.
--If you were a marketing executive at Dell, what new supply chain options would you suggest?
7. Manufacturer’s Export Agent 14. Export Jobbers
Foreign-Country Middlemen
• Some of the more important foreign-country middlemen, who find markets for foreign manufacturers include:
Home-Country Middlemen
• Home-country middlemen, or domestic middlemen, provide marketing services from a domestic base and find foreign markets for products for local manufacturers
– Exclusive Distribution (独家分销)
Giving a limited number of dealers the exclusive right to distribute the company's products in their territories
Used for Specialty Goods
2.Channel-of-Distribution Strategies
Types of intermediaries (Length of Distribution Channel)
– Direct Distribution (short)
A channel whereby goods and services are sold directly from producer to final user without involvement of other independent middlemen.
– Indirect Distribution (long) A channel whereby goods and services are sold indirectly from producer through independent middlemen to final users.
Think and Answer