chapter11国际营销渠道策略.ppt
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chapter11国际营销渠道策略.ppt
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1,Chapter11InternationalMarketingChannels,Introduction,GettingtheproducttothetargetmarketcanbeacostlyprocessForginganaggressiveandreliablechannelofdistributionmaybethemostcriticalandchallengingtaskfacingtheinternationalfirmsEachmarketcontainsadistributionnetworkwithmanychannelchoiceswhosestructuresareuniqueand,intheshortrun,fixedInsomemarketsthedistributionstructureismulti-layered,complex,inefficient,evenstrangeCompetitiveadvantagewillresidewiththemarketerbestabletobuildthemostefficientchannel,Introduction,ChapterOutline,Channel-of-DistributionStructures,ChannelDevelopment,DistributionPatterns,TheInternet,AlternativeMiddlemanChoices,FactorsAffectingChoiceofChannels,ChapterLearningObjectives,Thevarietyofdistributionchannelsandhowtheyaffectcostandefficiencyinmarketing,2.Howdistributionpatternsaffectthevariousaspectsofinternationalmarketing,ChapterLearningObjectives,5.Thegrowingimportanceofe-commerceasadistributionalternative,4.Thefunctions,advantages,anddisadvantagesofvariouskindsofmiddlemen,3.Theimportanceofmiddlementoapro-ductssuccessandtheimportanceofselectingandmaintainingmiddlemen,I.Channel-of-DistributionStructures,Thedistributionprocessincludesthephysicalhandlinganddistributionofgoods,thepassageofownership(title),andthebuyingandsellingnegotiationsbetweenproducersandmiddlemenandbetweenmiddlemenandcustomers,Pleaselisttheseveralflowsinadistributionsystem?
Transferringproductinformation,ownershipofproduct,andpayment;physicaldistribution;risktaking;communicatingandnegotiating;financing,Whatarefunctionsofadistributionsystem?
Channel-of-Distributionstructures(Continued),EachcountrymarkethasadistributionstructurethroughwhichgoodspassfromproducertouserWithinthisstructureareavarietyofmiddlemenwhosecustomaryfunctions,activities,andservicesreflectexistingcompetition,marketcharacteristics,tradition,andeconomicdevelopmentChannelstructuresrangefromthosewithlittledevelopedmarketinginfrastructuresuchasthosefoundinmanyemergingmarketstothehighlycomplex,multi-layeredsystemfoundinJapan,Import-OrientedDistributionStructure,TraditionalChannelsindevelopingcountriesevolvedfromeconomicswithastrongdependenceonimportedmanufacturedgoodsThisconfigurationaffectsthedevelopmentofintermediariesandtheirfunctions.Importer-wholesalerperformsmostmarketingfunctions,JapaneseDistributionStructure,DistributioninJapanhaslongbeenconsideredthemosteffectivenon-tariffbarriertotheJapanesemarket.TheJapanesedistributionstructureisdifferentenoughfromitsU.S.orEuropeancounterparts,Ithasfourdistinguishingfeatures:
astructuredominatedbymanysmallmiddlemendealingwithmanysmallretailers-highdensityofmiddlemen2.channelcontrolledbymanufacturersabusinessphilosophyshapedbyauniqueculturelawsthatprotectthefoundationofthesystem-thesmallretailer,HighDensityofMiddlemen,ThedensityofJapanesedistributionisunparalleledwithanywesternindustrializedcountry.Japan(Long)&American(Shorter)-Exhibit10.1JapanesehaslargenumbersofsmallerretailersandtotalretailsalesJapan&American&German-Exhibit10.2,Exhiit10.1ComparisonofDistributionChannelsbetweentheUnitedStates&Japan,Automobileparts:
Japan,R,Exhiit10.2RetailStructureinThreeCountries,ChannelControlinJapaneseDistributionSystems,Controlismaintainedthroughthefollowingelements:
Inventoryfinancingwithcreditsextendingforseveralmonths.CumulativerebatesMerchandisereturnsthatareallowedtothemanufacturer.Promotionalsupporttointermediariesintheformofdisplays,advertisinglayouts,andmanagementeducationprograms,JapaneseBusinessPhilosophy,Loyalty,HarmonyandFriendshipConsumerBrandLoyaltyServiceandQualityOverPriceSmall,FrequentPurchases,LSRSLawPreventLargeRetailerLargeScaleStoreLocationActInJune2000-Relaxed,Large-ScaleRetailStoreLawandItsSuccessor,Changes,TraditionalretailingSpecialtyStores,Supermarkets,Discounters,ConvenienceStores,Trends:
FromTraditionaltoModernChannelStructures,DirectmarketingDoortodoorsellingHypermarketsDiscounthousesSupermarketsMassmerchandisingSelf-serviceShoppingmallsCatalogsellingE-CommerceOtherdistributionmethods-Thetrendswillleadtogreatercommonalityamongmiddlemenindifferentcountries,II.DistributionPatterns,Distributionpatternsarealwaysevolvingandnewpatternsaredevelopingandmarketingchannelsarenotthesamethroughouttheworld,Somegeneraldistributionpatternsthataresimilargloballyinclude:
MiddlemenServicesProductLineBreadthCostsandMarginsChannelLengthNonexistentChannelsBlockedChannelsStockingPowerandCompetition,AutomobileDistribution,NewDistributionpatterns,ProfessionalRetailer,ShopinShop,RetailPatterns,Internationalretailingshowsevengreaterdiversityinitsstructurethandoeswholesaling,Somegeneralretailingpatternsinclude:
RetailSizePatternsRSDirectMarketingTheMailTelephoneDoor-To-DoorE-CommerceResistancetoChange,Exhibit10.3RetailStructureinSelectedCountries,R,III.AlternativeMiddlemanChoices,Thechannelprocessincludesallactivitiesbeginningwiththemanufacturerandendingwiththefinalconsumer.Thesellermustexertinfluenceovertwosetsofchannels:
Oneinthehomecountry-anorganizationOneintheforeign-marketcountry-supervisethechannels,Exhbit10.4InternationalChannel-of-DistributionAlternatives,Home-CountryMiddlemen,Home-countrymiddlemen,ordomesticmiddlemen,providemarketingservicesfromadomesticbaseandfindforeignmarketsforproductsforlocalmanufacturers,Frequentlyusedtypesofdomesticintermediariesinclude:
ManufacturersRetailStores8.Home-CountryBrokersGlobalRetailers9.BuyingOfficesExportManagementCompanies10.SellingGroupsTradingCompanies11.ExportAssociations5.ExportTradingCompanies12.ForeignSalesCorporation6.ComplementaryMarketers13.ExportMerchants7.ManufacturersExportAgent14.ExportJobbers,Exhibit10.5CharacteristicsofDomesticMiddlemanServingOverseasMarkets,Foreign-CountryMiddlemen,Someofthemoreimportantforeign-countrymiddlemen,whofindmarketsforforeignmanufacturersinclude:
ManufacturersRepresentativesDistributorsForeign-CountryBrokersManagingAgentsandCompradorsDealersImportJobbers,Wholesalers,andRetailers,Exhibit10.6CharacteristicsofForeign-CountryMiddlemen,GovernmentAffiliatedMiddlemen,Marketersmustdealwithgovernmentsineverycountryoftheworld.GovernmentPurchasing,IV.FactorsAffectingChoiceofChannels,Thefollowingpointsshouldbeaddressedpriortoselectingintermediaries,Identifyspecifictargetmarketswithinandacrosscountries,anditscharacteristics.Specifymarketinggoalsintermsofvolume,marketshare,andprofitmarginrequirements.Specifyfinancialandpersonnelcommitmentstothedevelopmentofinternationaldistribution.Identifycontrol,lengthofchannels,termofsale,andchannelownership,SixCsofChannelStrategy,Channelstrategyitselfisconsideredtohavethefollowingsixspecificstrategicgoals:
CostCapitalRequirementsControlCoverageCharacterContinuity,
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