ch13_Moodle - Chapter 13 Distribution Management Learning...

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Distribution Management Chapter 13
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Learning Objectives 1. Identify and understand the basic channel configurations in international marketing . 2. Understand and articulate the primary considerations of Channel Design . 3. Understand and identify the primary types international intermediaries and considerations in the selection of International Intermediaries . 4. Understand the term Channel Management and how it applies to International Marketing. 5. Understand how E-Commerce is affecting international channel management.
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Learning Objectives Identify and understand the basic channel configurations in international marketing .
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In International Distribution A firm sells to its customers: 1. directly through its own sales force or the internet. 2. indirectly through independent intermediaries . 3. indirectly through an outside distribution system with regional or global coverage.
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Channel Structure The structure of distribution channels is the most important long-term marketing mix decision a firm may make! Channel structures are designed to manage multi-directional (horizontal and vertical) connections in: 1. physical movement of goods and services 2. transactional title flows 3. information communications flows
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Wholesaler Basic Intl. Channel Configurations Consumer / Industrial User Retailer Retailer Manufacturer Manufacturer Originator Consumer Industrial User Agent Agent Agent Agent Agent Agent Agent Wholesaler Retailer Industrial Distributor Industrial Distributor Consumer Products Industrial Products Services Retailer Horizonta Vertical
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Discussion Question What did you see on the previous slide as a general difference between consumer, industrial, and services channel design?
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Learning Objectives Understand and articulate the primary considerations of Channel Design.
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Determinants of Channel Structure and Relationships INTERNAL 1. Company objectives 2. Character 3. Capital 4. Cost 5. Coverage 6. Control 7. Continuity 8. Communication EXTERNAL 1. Customer characteristics 2. Culture 3. Competition
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Channel Design Considerations 1. Customer characteristics (External) What do they need, why, when, and how? 2.
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This note was uploaded on 11/27/2009 for the course MKTG 470 taught by Professor Davidbaker during the Spring '09 term at University of Louisiana at Lafayette.

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ch13_Moodle - Chapter 13 Distribution Management Learning...

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