《I-Marketing》 南京大学IMCH13.ppt

INTERNATIONAL MARKETING 6e Channels and Distribution Strategies 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 Channel Design Considerations Customer characteristic: What do they need ? why do they need ? when do they need ? How do they need ? Channel Design Considerations 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 Control The use of intermediaries will result in some loss of market control. Control correlates with the type of product or service being marketed. The marketer’s ability to exercise power determines the extent of control. Types of power reward, coercive, legitimate, referent, expert Careful communication with foreign intermediaries is needed to make them aware of the marketer’s control intentions. Continuity Channe