市场营销GlobalDistribution.pptVIP

Global Distribution Chapter 13 Outline Rationalizing Local Distribution Channels Global Wholesaling Global Retailing Channel Actions against Gray Trade Global Channel Design 15-* A. Rationalizing Local Channels Changing Distributors The distribution channel configuration for entry into a foreign markets is rarely optimal once the product is established on the market The traditional reason for termination of a distributor is The exporting firm finds that the distributor is not doing a good enough job in the market Multiple Channels (Parallel Distribution) Channel changes do not necessarily involve termination of contracts In some cases multiple channels emerge or are created 15-* EXCLUSIVE DISTRIBUTION DUAL DISTRIBUTION EXPORTER INDEPENDENT LOCAL DISTRIBUTOR RETAILERS OEM BUYER RETAILERS EXPORTER INDEPENDENT LOCAL DISTRIBUTOR RETAILERS Exclusive and Dual Distribution 15-* Determinants of Channel Choice 1. Product Requirements (Perishable lettuce, sensitive apples, fine china, scratched cars, beer without freshness, moldy cakes,...) 2. Logistic Feasibility (Equipment by DHL, autos by air, faxes of newsletters, freezer railroad cars, shock-absorbent packaging, vacuum-packed,...) 3. Demand Factors (Importance of speed for repairs, timing of raw materials for inventory, customers’ need for immediate gratification, quality standards of middleman and final user,...) 15-* Determinants of Channel Choice 4. Competitive Factors (How fast is fast? How good is good? What are the alternatives for the buyer? Strategic importance of the market?) 5. Middlemen Resources (Storage capability? Credit or consignment or cash? Motivating with fast delivery? Just-in-time system? Promised supplies? Ability to support the marketing effort?) 6. Own Resources (Financial, manpower, production capacity) 15-* B. Wholesaling Wholesaling Functions Primary functions of wholesaling Making contact Negotiating Buying Selling Warehousing Wholesaling is a major component o