第15章国际营销渠道

1、 I n t e r n a t i o n a l M a r k e t i n gInternationalMarketing ChannelsChapter 151 4 t h E d i t i o nP h i l i p R. C a t e o r aM a r y C. G i l l yJ o h n L . G r a h a mMcGraw-Hill/IrwinInternational Marketing 14/eCopyright 2009 by The McGraw-Hill Companies, Inc. All rights reserved.14-2What

2、 Should You Learn? The variety of distribution channels（分销渠道） and how they affect cost and efficiency in marketing The Japanese distribution structure and what it means to Japanese customers and to competing importers of goods How distribution patterns affect the various aspects of international mar

3、keting The growing importance of e-commerce as a distribution alternative（分销替代） The functions, advantages, and disadvantages of various kinds of middlemen（中间商） The importance of middlemen to a products success and the importance of selecting and maintaining middlemen14-3Global Perspective A Single S

4、tick of Double mint Today 18 Billion Tomorrow A product must be made accessible to the target market at an affordable （可承受的） price Getting the product to the target market Can be a costly process Forging（锻造）an aggressive and reliable channel of distribution The most critical and challenging task fac

5、ing the international marketer Competitive advantage For the marketer best able to build the most efficient channel from among the alternatives availableExample ：The Energy supply and international channels for China?14-4Channel-of-Distribution Structures All consumer and industrial products eventua

6、lly（最终） go through a distribution process Physical handling and distribution of goods Passage of ownership Buying and selling negotiations between producers and middlemen Buying and selling negotiations between middlemen and customers Each country market has a distribution structure Goods pass from

7、producer to user14-5Import-Oriented Distribution Structure In an import-oriented or traditional distribution structure: Importer controls a fixed supply of goods Marketing system develops around the philosophy（哲理） of selling a limited supply of goods at high prices to a small number of affluent（富裕的）

8、 customers For example: Foreign luxury and domestic positioning14-6Import-Oriented Distribution Structure Demand exceeds supply The customer seeks the supply from a limited number of middlemen Distribution systems are local Few countries fit the import-oriented model For Example：Why Luxury is the hi

9、gher price?14-7Japanese Distribution StructureA structure dominated by many small middlemen dealing with many small retailers（零售商）Channel control by manufacturersA business philosophy shaped by a unique cultureLaws that protect the foundation of the system For example：Powerful invisible barriers 14-

10、8Comparison of Distribution Channels between the United States and JapanExhibit 14.114-9High Density of Middlemen高密度的中间商 Not unusual for consumer goods to go through three or four intermediaries before reaching the consumer Japan has a large number of independent groceries and bakers (94.7% or all r

11、etail stores) Small stores account for 59.1% of retail food sales U.S. emphasis is on supermarkets, discount food stores, and department stores Small stores generate 35.7% of food sales行业内部集中度？14-10Retail Structure in Three CountriesExhibit 14.214-11Channel ControlInventory financing：解决存货资金Cumulativ

12、e rebates：累计回扣Merchandise returns：退货Promotional support：促销支持Manufacturers controlled retailers by wholesalers.14-12Business Philosophy Emphasizes loyalty, harmony（协调）, and friendship Supports long-term dealer-supplier relationships The cost of Japanese consumer goods are among the highest in the wor

13、ld Japanese law gives the small retailer enormous（巨大的） advantage over the development of larger stores 中国的零售渠道关系是怎样的？14-13Large-Scale Retail Store Law and Its Successor Daitenho the Large-Scale Retail Store Law Large stores must have approval（认可） from the prefecture government All proposals（申请） firs

14、t judged by the Ministry of International Trade and Industry (MITI)贸易通产省 If all local retailers unanimously agreed, the plan was approved Could be a lengthy（很长的） process Applied to both domestic and foreign companies Replaced by the Large-Scale Retail Store Location Act of June 2000（大规模零售商位置法） MITI

15、out of the process Relaxed restrictions（放松限制）14-14Changes in the Japanese Distribution System Structural Impediments Initiative结构性障碍倡议 Deregulation放松管制 Wal-Mart “New” retailers：Kojima、 yaodaobashi kamera Tutaya The Internet：Lakutian14-15Trends: From Traditional to Modern Channel Structures European

16、retailers merging with former competitors and other countries to form Europe-wide enterprises Foreign retailers attracted by high margins and prices The Internet may be most important distribution trend Covisint GlobalNetXchange E-commerce 7-Eleven competes with FedEx and UPS大型休闲购物中心与购物网站之间的市场定位差异或诉

17、求差异是什么？14-16General Distribution Patterns Middlemen services Line breadth Costs and margins Channel length Nonexistent channels Blocked channels Stocking Power and competition14-17Retail Distribution Patterns Size patterns Direct marketing Resistance to change(抵制变化)哪些在使用传统销售模式的行业、或者具有什么样特征的产品（服务）更适用

18、采用厂家直复营销？14-18Retail Structure in Selected CountriesExhibit 14.3 国外产品如果找不到与国内市场衔接的通道，将被以高价销售，从而也容易失去竞争力。14-19International Channel-Distribution AlternativesExhibit 14.4渠道过长将直接导致，生产商的掌控力缺失。参考P32714-20Alternative Middleman Choices Seller must exert influence over two sets of channels One in the home c

19、ountry One in the foreign-market country Agent middlemen（代理中间商） represent the principal(委托人) rather than themselves Merchant middlemen（独立中间商） take title to the goods and buy and sell on their own account中间商包括批发商和零售商。14-21Home-Country Middlemen Manufacturers retail stores：厂商的零售店 Global retailers：全球零售

20、商 Export management companies：出口管理公司 Trading companies：贸易商 U.S. export trading companies：出口贸易公司 Complementary marketers：补充营销者 Manufacturers export agent：制造商的出口代理14-22How Does an EMC Operate?Exhibit 14.5参考P32914-23Home-Country Middlemen Home-country brokers：本国经纪人 Buying offices：进货中心 Selling groups：销售

21、团队 Webb-Pomerene export associations：联合出口协会 Foreign sales corporation：国外销售公司 Export merchants：出口贸易商 Export jobbers：出口批发商14-24Foreign-Country Middlemen Manufacturers representatives：生产商代表 Foreign Distributors：外国经销商 Foreign-country brokers：外国经纪人 Managing agents and compradors：代管和买办 Dealers：商人 Import j

22、obbers, wholesalers, and retailers：进口商14-25Government-Affiliated Middlemen所属政府中间商 Marketers must deal with（打交道） governments in every country of the world Government purchasing offices Procure products, services, and commodities for the governments own use Work at federal（中央）, regional（区域）, and local

23、（地方 ）levels Efficiency（效率） of public sector versus the private sector Wal-Mart did better than FEMA （联邦应急管理局）after Hurricane Katrina14-26Factors Affecting Choice of Channels Cost Capital requirements（资本要求） Control Coverage（覆盖面） Character（产品、服务的特征） Continuity（连续性） 根据以上的六个要素，请列举和分析一类产品在营销中如何选择渠道？哪几个渠道

24、？14-27Locating, Selecting, and Motivating Channel Members Locating middlemen：定位 Selecting middlemen：选择 Screening：筛选 The agreement：协议 Motivating middlemen：激励 Terminating middlemen：终结 Controlling middlemen：控制14-28The Internet E-commerce Business-to-business (BSB) services Consumer services Consumer and industrial products：消费品和工业品 E-commerce is more developed in U.S.