国际市场营销双语教程课件-cha9.ppt

1、Chapter 9 Distribution Decisions in International MarketingLearning Objectives本章学习目标1.The International Marketing and Distribution.国际市场营销与分销。2.How To Develop Distribution Channels.如何开发分销渠道。3.How To Manage the Brokers.如何对中间商进行管理。Framework1、Channels of Distribution in World Markets 2、Main Consideratio

2、ns for Selecting Channels 3、The Management of MiddlemenWholesalerChannel ConfigurationsConsumer/Industrial UserRetailerRetailerManufacturerManufacturerOriginatorConsumerIndustrial UserAgentAgentAgentAgentAgentAgentAgentWholesalerRetailerIndustrialDistributorIndustrialDistributorConsumer ProductsIndu

3、strial ProductsServicesRetailerChannel 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 b

4、y 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

5、.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 ExclusiveChannel Design Considerations Control T

6、he use of intermediaries,product type,and the marketers 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

7、.Social,cultural,technological,time and geographical distances cause problems.Intermediaries Types of intermediary relationship Distributorship Agency Type of exporting function Indirect exporting Direct exporting Integrated distributionIntermediaries Sources for Finding Intermediaries Distributor i

8、nquires Governmental agencies Commerce Departments Trade Opportunities Program U.S.Exporters Yellow Pages Private sources Trade directories Screening Intermediaries Performance ProfessionalismSelection of IntermediariesAgentsForeign(Direct)Brokers Manufacturers Reps Factors Managing agents Purchasin

9、g AgentsDomestic(Indirect)Brokers Export Agents EMCs Webb-Pomerene Commission agentsDistributorsForeign(Direct)Distributors/dealers Import jobbers Wholesalers/retailersDomestic(Indirect)Domestic wholesalers EMCs ETCs Complementary marketersSOURCES:Peter B.Fitzpatrick and Alan S.Zimmerman,Essentials

10、of Export Marketing(New York American Management Association,1985),20;and Bruce Seifert and John Ford,“Export Distribution Channels,”Columbia Journal of World Business 24(Summer 1989):16;http:/www.usatrade.gov.The Distributor AgreementTypical terms include Contract duration Typically short periods i

11、nitially Geographic and customer boundaries Well-defined territories and channels Compensation Methods for determining payment amounts and how and in what currency payment is to be made.Products and conditions of sale Products to be sold;terms and conditions of sales Means of communication between p

12、artiesChannel Management Coordinating two independent entities with shared goals.The relationship needs to be managed for the long term.Factors complicating channel management Ownership Geographic,cultural,and economic distance Different rules of lawGray Markets(Parallel Importation)Arguments for:Th

13、e right to“free trade.”Consumers benefit from lower prices.Discount distributors have found a profitable market niche.Arguments against:Gray marketers take unfair advantage of trademark owners marketing and promotion.Parallel imports deceive consumers by not meeting product standards or expectations

14、 of after-sale service.The Solution to the Gray Market Problem?A contractual relationship that ties businesses together.E-Commerce Any worldwide web strategy must be tied closely to the companys overall growth strategy in international markets.Companies must come to terms with issues related to secu

15、rity,privacy,and access to global networks,at the same time,promoting global commerce over the Internet.The Chapters Referential Questions:本章参考题（1）Describe the possible major channel options in each market.谈谈每一个特定市场中可能存在的的主要分销渠道（2）What are the main/minor considerations for selecting channels?在选择分销渠道

16、时，哪些是重要或者不重要的考虑因素？（3）How could you manage Middlemen effectively and efficiently?怎样才能对中间商进行有效的管理？（4）Comparing with domestic marketing,how much more complicated the distribution process could be in international marketing?与国内市场分销相比，国际市场的分销有复杂？（5）How could a good communication between the company and i

17、ts international distribution network be ensured?在企业与分销渠道之间怎样保持有效沟通？（6）How could the company evaluate middlemans performance?企业怎样对中间商的服务进行评价？（7）How could the company determine standards of performance for middleman?企业如何为中间商定制工作服务标准？（8）How could the company provide training for middleman?企业如何为中间商定制培训计划？