国际市场营销双语教程课件 cha9

• The Chapter’s Referential Questions:
• 本章参考题
• （1）Describe the possible major channel options in each market.
• 谈谈每一个特定市场中可能存在的的主要分销渠道
• （2）What are the main/minor considerations for selecting channels?
Intermediaries
• Types of intermediary relationship
– Distributorship – Agency
• Type of exporting function
– Indirect exporting – Direct exporting – Integrated distribution
• Consumers benefit from lower prices.
• Discount distributors have found a profitable market niche.
Arguments against:
• Gray marketers take unfair advantage of trademark owner’s marketing and promotion.
– Purchasing Agents
– Domestic wholesalers
• Domestic (Indirect)
– EMCs
– Brokers
– ETCs
– Export Agents
– Complementary marketers
– EMCs
– Webb-Pomerene
– Commission agents
Chapter 9 Distribution Decisions in International Marketing
• Learning Objectives • 本章学习目标
• 1. The International Marketing and Distribution. • 国际市场营销与分销。 • 2. How To Develop Distribution Channels. • 如何开发分销渠道。 • 3. How To Manage the Brokers. • 如何对中间商进行管理。
E-Commerce
• Any worldwide web strategy must be tied closely to the company’s overall growth strategy in international markets.
• Companies must come to terms with issues related to security, privacy, and access to global networks, at the same time, promoting global commerce over the Internet.
Framework
• 1、 Channels of Distribution in World Markets • 2、Main Considerations for Selecting Channels • 3、The Management of Middlemen
Channel Configurations
– Private sources
• Trade directories
• Screening Intermediaries
– Performance – Professionalism
Selection of Intermediaries
Agents
Distributors
• Foreign (Direct)
The Distributor Agreement
• Typical terms include – Contract duration • Typically short periods initially – Geographic and customer boundaries • Well-defined territories and channels – Compensation • Methods for determining payment amounts and how and in what currency payment is to be made. – Products and conditions of sale • Products to be sold; terms and conditions of sales – Means of communication between parties
• 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.
• 在选择分销渠道时，哪些是重要或者不重要的考虑因素？
• （3）How could you manage Middlemen effectively and efficiently?
• 怎样才能对中间商进行有效的管理？
• （4）Comparing with domestic marketing, how much more complicated the distribution process
Channel Design Considerations
• Coverage
– The number of areas in which a product is represented and the quality of that representation.
• Types of coverage
could be in international marketing?
•
与国内市场分销相比，国际市场的分销有复杂？
Agent Agent
Agent
Consumer
Consumer Products
Industrial User
Industrial Products
Consumer / Industrial User
Services
Channel Design Considerations
• Customer characteristics
– ... Describes the financial requirements for setting up a channel system.
• Cost
– … is the expenditure incurred in maintaining a channel once it is established.
• Foreign (Direct)
– Brokers
– Distributors/dealers
– Manufacturer’s Reps
– Import jobbers
– Factors
– Wholesalers/retailers
– Managing agents
• Domestic (Indirect)
Intermediaries
• Sources for Finding Intermediaries
– Distributor inquires – Governmental agencies
• Commerce Department’s Trade Opportunities Program
• U.S. Exporters Yellow Pages
SOURCES: Peter B. Fitzpatrick and Alan S. Zimmerman, Essentials of Export Marketing (New York American Management Association, 1985), 20; and Bruce Seifert and John Ford, “Export Distribution Channels,” Columbia Journal of World Business 24 (Summer 1989): 16; http://www.usatrade.gov.
– Ownership – Geographic, cultural, and economic
distance – Different rules of law
Gray Markets
(Parallel Importation)
Arguments for:
• The right to “free trade.”
• 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
Manufacturer
Manufacturer
Originator
Agent
Agent
Wholesaler
Retailer
Wholesaler Retailer
Retailer
Retailer
Agent
Agent Industrial Distributor Industrial Distributor
– What do they need, why, when, and how?
• Distribution culture
– The structural linkages and functional characteristics of existing channels.
• Competition
Channel Management
• Coordinating two independent entities with shared goals.
• The relationship needsБайду номын сангаасto be managed for the long term.
• Factors complicating channel management
• Parallel imports deceive consumers by not meeting product standards or expectations of after-sale service.
The Solution to the Gray Market Problem?
• A contractual relationship that ties businesses together.
– 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.
– What channels does the competition use?
• Company objectives
– Determined by company objectives for market share and profitability.
Channel Design Considerations