international marketing 14
TRANSCRIPT
International marketing channels
(chapter 14)
By : Pooralizadeh , Pajang & Alirahimi
Chapter learning objectives1- The variety of distribution channels and
how they affect cost and efficiency in marketing.
2- The Japanese distribution structure and what it means to Japanese customers and competing importers of goods.
3- How distribution patterns affect the various aspects of international marketing.
Chapter learning objectives4-The growing importance of e-commerce
as a distribution alternative.
5-The functions, advantages, and disadvantages of various kinds of middlemen.
6- The importance of middlemen to a product’s success and the importance of selecting and maintaining middlemen.
Important points o Channel structure
o Distribution patterns
o Alternative middlemen choices
o Factors that affect choice of channel
o The Internet
channel structureTypes of channel structures:
A-Import-oriented distribution structure.
B-Japanese distribution structure:
Distribution in Japan has long been considered the most effective non-tariff barrier to the Japanese market the Japanese distribution structure is different enough from its U.S. or European counterparts.
channel structureThe Japanese distribution has four distinguishing features:
1. a structure dominated by many small middlemen dealing with many small retailers—high density of middlemen,
2. channel control by manufacturers, 3. a business philosophy shaped by a
unique culture,4. laws that protect the foundation
of the system—the small retailer.
channel structureB-Japanese distribution structure: 1- high density of middlemen
inventory financing
2- channel control cumulative rebates
merchandising returns promotional support
3- business philosophy
Distribution patterns General patterns:• Middlemen services• Line breadth• Costs and margins• Channel length• Non-existent channels• Blocked channels• Stocking• Power and competition
Distribution patterns Retail patterns:
• Size patterns
• Direct marketing
• Resistance to change
Copyright © 2002 by The McGraw-Hill Companies, Inc. All rights reserved.
4
International Channel-of-Distribution Alternatives
Home Country
Domestic producer or marketer sells to
or through
Open distribution via domestic wholesale
middlemen
Export management company or company
sales force
Exporter ImporterForeign agent
or merchant wholesalers
Foreign retailer
s
Foreign consumer
The foreign marketer or producer sells to or through
Foreign Country
Alternative middlemen choices Agent middlemeno Do not take title to the goods distributed.o Less risk.
merchant middlemeno take title of goods being distributed.o motivated by profit, tend to be less loyal to
one brand.
Alternative middlemen choices Alternative types of middlemen:
o Home-country middlemen.
o Foreign-country middlemen.
o Governmental middlemen.
Home-country middlemenGlobal retailersThe Export Management Company(EMC)Trading companiesComplementary marketersManufacturer Export Agent(MEA)Home country brokersBuying officesGroup salesExport merchants
Foreign-country middlemenManufacture’s representativesDistributorsForeign-country brokerManagement agentsDealersImporter, Wholesalers & Retailers
Factors that affect choice of channelsCost(cost of developing and maintaining
channel)
Capital requirementsControlCoverageCharacterContinuity
The internet Cost reduction using B2B internet:
1- it reduces procurement costs, making it
easier to find the cheapest supplies.
2- it cuts the cost of processing the
transactions.
3- it makes possible tighter inventory
control.
The internetThings the “E-vendor” must be sensitive to and adapt to:
oCultureoTranslationoLocal contactoPaymentoDeliveryopromotion