国际市场营销学习情境5-国际分销策略4.5-学习情境5：分销策略

1、情境S5 Global Distributing Strategies需6课时教学 目的 要 求本次课主要学习：1、Channel-of-Distribution Structures2、Distribution Patterns3、Alternative MiddlemenChoices教学重占八、Alter native Middleme n Choices教学 难 占八、Chann el-of-Distributi on Structures教案编写日期 年 月曰教学内容与教学过程提示与补充I .Organize classn .Review last less on : Product

2、 Comp onents ; four unique characteristics of service川.New less onS5 Global Distributing StrategiesIn troduct ionGetting the product to the target market can be a costly process .Forg ing an aggressive and reliable cha nnel of .distributi on may be the most critical and challe nging task facing the

3、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 stra nge.Competitive adva ntage will reside with the marketer best able to build the most efficie nt

4、cha nn el.Part One: Channel-of-Distribution StructuresThe distributi on process includes the physical handli ng and distribution of goods, the passage of ownership (title), and the buying and selli ng n egotiatio ns betwee n producers and middleme n and betwee n middleme n and customersEach country

5、market has a distribution structure through which goods pass from producer to useWithin this structure are a variety of middleme n whose customary functions, activities, and services reflect existing competition, market characteristics, traditi on, and econo mic developme nt Channel structures range

6、 from those with little developed marketing infrastructure such as those found in many emerging markets to the授课时间年月日highly complex, multi-layered system found in Japa n Japanese Distribution StructureDistribution in Japan has long been considered the most effective non-tariff barrier to the Japa ne

7、se market The Japa nese distributio n structure is differe nt eno ugh from its U.S. orEuropea n coun terpartsIt has four distinguishing features:a structure domin ated by many small middleme n deali ng with many small retailers high den sity of middleme n, cha nnel con trol by manu facturers,a bus i

8、n ess philosophy shaped by a unique culture, andlaws that protect the foun datio n of the system the small retailer Channel Control in Japanese Distribution SystemsControl is maintained through the following elements:Inventory financing with credits extending for several months. Cumulative rebatesMe

9、rchandise returns that are allowed to the manufacturer.Promotional support to intermediaries in the form of displays, advertising layouts, and management education programsPart Two: Distribution PatternsDistributio n patter ns are always evo Iving and new patter ns are developing and marketing chann

10、els are not the same throughout the worldSome general distribution patternshat are similar globally include: Middlemen ServicesProduct Line BreadthCosts and MarginsChannel LengthNonexistent ChannelsBlocked ChannelsStockingPower and CompetitionRetail PatternsInternational retailing shows even greater

11、 diversity in its structure than does wholesalingSome general retailing patterns include:Retail Size PatternsDirect Marketi ngResista nee to ChangePart Three: Alternative Middlemen ChoicesHome-Country MiddlemenHome-country middlemen, or domestic middlemen, provide marketing services from a domestic

12、base and find foreign markets for products for local manu facturersFrequently used types of domestic intermediaries include: Manu facturers Retail StoresGlobal RetailersExport Man ageme nt Compa niesTrad ing Compa niesU.S. Export Trading Compa niesCompleme ntary MarketersManu facturer s Export Age n

13、tHome-Co untry BrokersBuying OfficesSelli ng GroupsWebb-Pomere ne Export Associati onsForeig n Sales Corporatio nExport Mercha ntsExport JobbersForeign-Country MiddlemenSome of the more important foreign-country middlemen, who find markets for foreign manufacturers include:Manufacturer s Representat

14、ivesDistributorsForeig n-Co untry BrokersManaging Age nts and CompradorsDealersImport Jobbers, Wholesalers, and RetailersGovernment-Affiliated Middlemen总结：本次课主要内容：1、Channel-of-Distribution Structures2、Distribution Patterns3、Alternative Middlemen Choices课题Chapter 10 International Marketing Channels (

15、2)需2课时教学本次课主要学习：1、Factors Affecting Choice of Channels目的2、 Locating, Selecting, and Motivating Channel要求3、The In ternet教学重点Factors Affect ing Choice of Chann els教学难点Locating , Selecting , and Motivating Channel教案编写日期年 月曰教学内容与教学过程提示与补充I .Organize classn .Review last less on : Chann el-of-Distributi o

16、nStructures ; AlternativeMiddleme n Choices川.New less onChapter 10 International Marketing Channels (2)Part Four: Factors Affect ing Choice of Chann elsThe following points should be addressed prior to selecting intermediaries:Ide ntify specific target markets with in and across coun tries.Specify m

17、arket ing goals in terms of volume, market share, and profit margin requireme nts.Specify financial and personnel commitments to the development of international distribution.Ide ntify con trol, le ngth of cha nn els, terms of sale, and cha nnel own ershipSix Cs of Channel Strategy： Channel strategy

18、 itself is considered to have the following six specific strategic goals:C ostC apital Requireme ntsC on trolC overageC haracterC ontin uityPart Five: Locating , Selecting , and Motivating ChannelLocating Middlemen： Firms seeking overseasrepresentation should compile a list of middlemen from such so

19、urces as the following: Commercially published directoriesForeig n con sulatesChamber-of-commerce groups located abroadOther manu facturers produc ing similar but non competitive goods Middleme n associati onsBusin ess publicati onsMan ageme nt con sulta ntsU.S. Department of CommerceSelecting Middl

20、emen； In selecting middlemen, the following steps授课时间年 月曰should be used.1、Screening based on the following criteria:(a) reputati on(b) creditworth in ess(c) markets served(d) products carried(e) nu mber of stores(f) store size2、The Agreement that details terms of the contract and the functions to be performed on behalf of the foreign manufacturer.Motivating Middlemen : There is a clear correlation between the middleman motivation and sales volume。Motivati onal tech niq ues may be grouped