英文课件国际市场营销chapter.pptVIP

Getting the product to the target market can be a costly process Forging an aggressive and reliable channel of distribution may be the most critical and challenging task facing the international firms Each market contains a distribution network with many channel choices whose structures are In some markets the distribution structure is multi-layered, complex, inefficient, even strange Competitive advantage will reside with the marketer best able to build the most efficient channel The distribution process includes the physical handling and distribution of goods, the passage of ownership (title), and the buying and selling negotiations between producers and middlemen and between middlemen and customers Each country market has a distribution structure through which goods pass from producer to use Within this structure are a variety of middlemen whose customary functions, activities, and services reflect existing competition, market characteristics, tradition, and economic development Channel structures range from those with little developed marketing infrastructure such as those found in many emerging markets to the highly complex, multi-layered system found in Japan a structure dominated by many small middlemen dealing with many small retailers—high density of middlemen, channel control by manufacturers, a business philosophy shaped by a unique culture, and laws that protect the foundation of the system—the small retailer Inventory financing with credits extending for several months. Cumulative rebates Merchandise returns that are allowed to the manufacturer. Promotional support to intermediaries in the form of displays, advertising layouts, and management education programs Middlemen Services Product Line Breadth Costs and Margins Channel Length Nonexistent Channels Blocked Channels Stocking Power and Competition Retail Size Patterns Direct Marketing Resistance to Change Alternative Middleman Choices Manufacturers’ Retail Stores Global Retailers Expor