国际市场渠道管理ch11.pptVIP

Chapter 11 In International Distribution The firm sells to its customers: directly through its own sales force. indirectly through independent intermediaries. indirectly through an outside distribution system with regional or global coverage. Channel Structure How to structure the distribution channels is the most important long-term marketing mix decision a firm may make. Channel structures are designed to manage multidirectional (horizontal and vertical) connections in: physical movement of goods and services transactional title flows information communications flows Channel Configurations