市场营销英文要点.ppt

1.1 Product The Nature of Products Technical Requirements Standardized Products and Customized Products Product Life Cycle Product Mix Company Scale Look at Mini-Case 9.2 Marketing Ability Service Capacity Market Capacity and Concentration Competitors Customer Purchasing Habits Look at Mini-Case 9.3 Marketing Environment After international marketers have examined the factors that affect the decision of international distribution, they will set the channel objectives according to the situation. 3.1 Major Alternatives Export Intermediary Export Merchant Export Agent 3.1 Major Alternatives (2) Import Intermediary Import Merchant Import Agent (3) Overseas Wholesaler and Retailer After we have evaluated the different types of intermediaries and find out their characteristics and functions, we now decide the number/structure of intermediaries in the distribution channel. 4.1 Length of International Distribution Channel Channel length refers to the number of distribution layers needed to bring the goods to consumers. 4.1 Length of International Distribution Channel When deciding the channel layers, companies should consider the characteristics of products and company itself, market capacity, marketing ability of intermediaries, and customer purchasing habits, etc. 4.2 Width of International Distribution Channel Intensive Distribution Selective Distribution Exclusive Distribution Look at Mini-Case 9.4 Suppose you are a foreign manufacturer producing goods for university students, such as digital dictionary, stationary, etc. Which factors would you consider when you design your distribution channel? What kind of intermediaries do you choose and why? Which channel design would you prefer and why? 5.1 Criteria of Selecting Intermediaries Ability of Access to Sales Channels Look at Mini-Case 9.5 Services Financial and Credit Standing Cooperation Willingness First, the companies should be clear of their requirements on the