国际市场渠道管理ch11.ppt

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 Determinants of Channel Structure and Relationships INTERNAL Company objectives Character Capital Cost Coverage Control Continuity Communication EXTERNAL Customer characteristics Culture Competition Channel Design Considerations Customer characteristics What do they need, why, when, and how? Distribution culture The structural linkages and functional characteristics of existing channels. Competition What channels does the competition use? Company objectives Determined by company objectives for market share and profitability. Channel Design Considerations 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 ... Describes the financial requirements for setting up a channel system. Cost … is the expenditure incurred in maintaining a channel once it is established. Channel Design Considerations Coverage The number of areas in which a product is represented and the quality of that representation. Types of coverage 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. 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. Soci