国际市场营销学-第11章-International-Distribution-Channels

InternationalMarketing

国际市场营销学InternationalDistributionChannelsChapter11ChapterOutline1.NatureofDistributionChannels2.DistributionChannelsStrategy3.DistributionChannelStructures4.LocatingSelectingandMotivatingChannelMembers5.InternetandDistributionChannels1.NatureofDistributionChannels1.1DistributionchannelChannelsofDistributionisknownas"Place"inthe"4P's"modelofMarketing.DistributionChannelsprovidetheutilityofplace,ofhavingproductswherethecustomerwantswhenthecustomerwantsthem.ChannelsofDistributionisdefinedasanorganizednetwork(system)ofagenciesandinstitutionswhich,incombination,performallthefunctionsrequiredtolinkproducerswithendcustomerstoaccomplishthemarketingtask.Distributionhastwodimensions:Logistics-PhysicalmovementofgoodsStrategy-Whoparticipatesandwhattheydo1.NatureofDistributionChannels1.2DistributionchannelfunctionsInformationPromotionContactMatching

(includingsuchthingsasmanufacturing,grading,assembling,andpackaging)NegotiationPhysicalDistribution

(transportingandstoring)FinancingRiskTaking1.NatureofDistributionChannels1.3Intermediaries(Middlemen)Intermediarywithinachannelofdistributionusedtotransferproductsfromthemanufacturertotheenduser.Thosewhoactuallytaketitletotheproductsandresellthemaremerchantmiddlemen.Thosewhoactasbrokersbutdonottaketitleareagentmiddlemen.Merchantmiddlemenincludewholesalersandretailers.Agentmiddlemenincludemanufacturer'srepresentatives,brokers,andsalesagents.NatureofDistributionChannelsHome-CountryMiddlemenManufacturers’RetailStoresGlobalRetailersExportManagementCompaniesTradingCompaniesU.S.ExportTradingCompaniesComplementaryMarketersManufacturer’sExportAgentHome-countrymiddlemen,ordomesticmiddlemen,providemarketingservicesfromadomesticbaseandfindforeignmarketsforproductsforlocalmanufacturersFrequentlyusedtypesofdomesticintermediariesinclude:8. Home-CountryBrokers9. BuyingOffices10. SellingGroups11. Webb-PomereneExportAssociations12. ForeignSalesCorporation13. ExportMerchants14. ExportJobbersForeign-CountryMiddlemenManufacturer’sRepresentativesDistributorsForeign-CountryBrokersManagingAgentsandCompradorsDealersImportJobbers,Wholesalers,andRetailersSomeofthemoreimportantforeign-countrymiddlemen,whofindmarketsforforeignmanufacturersinclude:ThinkandAnswerYou’veprobablyheardsomeonesay,“Thereasonproductscostsomuchisalltheintermediaries.”--Dointermediariesincreasethecostofproducts?--Wouldconsumersbebetterofforworseoffwithoutintermediaries?2.Channel-of-DistributionStrategiesTypesofintermediaries(LengthofDistributionChannel)DistributionIntensity(WidthofDistributionChannel)2.Channel-of-DistributionStrategiesTypesofintermediaries(LengthofDistributionChannel)DirectDistribution(short)Achannelwherebygoodsandservicesaresolddirectlyfromproducertofinaluserwithoutinvolvementofotherindependentmiddlemen.Dell,Direct-distributionmodelEliminateswholesalersandretailers.Completecontroloverinventorylevelsanddistributioncosts.Directmonitoritscustomers’needs.“Youcaneliminatethemiddleman,butnotthefunction.”2.Channel-of-DistributionStrategiesTypesofintermediaries(LengthofDistributionChannel)IndirectDistribution(long)Achannelwherebygoodsandservicesaresoldindirectlyfromproducerthroughindependentmiddlementofinalusers.ThinkandAnswerDellComputerhasusedonesimplesupplychainsystem—directsalesovertheInternetorbyphonetobothbusinessandconsumerusers.--IfyouwereamarketingexecutiveatDell,whatnewsupplychainoptionswouldyousuggest?2.Channel-of-DistributionStrategiesDistributionIntensity(WidthofDistributionChannel)IntensiveDistribution(广泛分销)StockingtheproductinasmanyoutletsaspossibleUsedforConvenienceGoodsSelectiveDistribution(选择性分销)Usingmorethanonebutfewerthanalloftheintermediarieswhoarewillingtocarrythecompany'sproductsUsedforShoppingGoodsExclusiveDistribution(独家分销)Givingalimitednumberofdealerstheexclusiverighttodistributethecompany'sproductsintheirterritoriesUsedforSpecialtyGoods3.Channel-of-DistributionStructuresAllconsumerandindustrialproductseventuallygothroughadistributionprocess.PhysicalhandlinganddistributionofgoodsPassageofownershipBuyingandsellingnegotiationsbetweenproducersandmiddlemenBuyingandsellingnegotiationsbetweenmiddlemenandcustomersEachcountrymarkethasadistributionstructurethroughwhichgoodspassfromproducertouser.JapanVS.USChannelstructure(P251)German,Japan,USRetailstructure(P251)ThinkandAnswerLearningtheabovematerials,whatcanyoutellthedistinguishingdifferenciesthatJapan’sDistributionChannelstructurehasbetweenUS’s?CostCapitalRequirementsControlCoverageCharacterContinuityChannelstrategyitselfisconsideredtohavethefollowingsixspecificstrategicgoals:4.ChoiceofChannels-6CsLocatingMiddlemen

(a)reputation (b)creditworthiness (c)marketsserved (d)productscarried (e)numberofstores (f)storesizeInselectingmiddlemen,thefollowingcriteriashouldbeadopted.MotivatingMiddlemenMotivationaltechniquesmaybegroupedintofivecategories: (1)financialrewards (2)psychologicalrewards (3)communications (4)companysupport,and (5)corporaterapportThereisaclearcorrelationbetweenthemiddleman’smotivationandsalesvolume5.TheInternetWhenusingtheinternetfordistributionpurposes,thefollowingfactorsshouldbeconsidered:CultureAdaptation(especiallyoflanguage)LocalcontactinformationPaymentformDeliveryPromotionE-commerceisusedtomarketbusiness-to-businessservices,consumerservices,andconsumerandindustrialproductsviatheWorldWideWebTheInternetisanimportantdistributionmethodformultinationalcompaniesChapterSummaryFromtheforegoingdiscussion,itisevidentthattheinternationalmarketerhasabroadrangeofalternativesfordevelopinganeconomical,efficient,high-volumeinternationaldistributionsystem.Totheuninitiated,however,thevarietymaybeoverwhelming.Carefulanalysisofthefunctionsperformedsuggestsmoresimilaritythandifferencebetweeninternationalanddomesticdistributionsystems;inbothcasesthethreeprimaryalternativesareusingagentmiddlemen,merchantmiddlemen,orgovernment-affiliatedmiddlemen.Inmanyinstances,allthreetypesofmiddlemenareemployedontheinternationalscene,andchannelstructuremayvaryfromnationtonationorfromcontinenttocontinent.ChapterSummaryTheneophytecompanyininternationalmarketingcangainstrengthfromtheknowledgethatinformationandadviceareavailablerelativetothes