international-marketing--chapter-9

InternationalMarketingSixteenthEditionYANGYuSchoolofEconomicsandManagementNingboUniversityofTechnologyMcGraw-Hill/IrwinCopyright©2013byTheMcGraw-HillCompanies,Inc.Allrightsreserved.‘4P’Strategies——PlaceChapter91-*I.DistributionStructuresandPatternsII.AlternativeMiddlemanChoicesIII.ChannelManagement8-4I.DistributionStructuresandPatterns51-*A.Definition•Thedistributionprocess–physicalhandlinganddistributionofgoods–thepassageofownership–thebuyingandsellingnegotiationsbetweenproducersandmiddlemenandbetweenmiddlemenandcustomers•Eachcountrymarkethasadistributionstructurethroughwhichgoodspassfromproducertouser.Withinthisstructureareavarietyofmiddlemanwhosecustomaryfunctions,activities,andservicesreflectexistingcompetition,marketcharacteristics,tradition,andeconomicdevelopment.15-6NewConcept整体营销渠道（木桶理论）供应链管理（计划、采购、制造、配送、退货五大基本内容）物流概念15-7•又称短板理论，水桶短板管理理论；•核心内容为：一只水桶盛水的多少，并不取决于桶壁上最高的那块木块，而恰恰取决于桶壁上最短的那块。•根据这一核心内容，“水桶理论”还有两个推论：其一，只有桶壁上的所有木板都足够高，那水桶才能盛满水。其二，只要这个水桶里有一块不够高度，水桶里的水就不可能是满的。木桶理论Teamwork81-*B.Trends:FromTraditionaltoModernChannelStructures•Traditionalchannelstructuresstillappearinmanyplaces.•Butsuchchannelstructuresalsoaregivingwaytonewforms,newalliances,andnewprocesses.•Directmarketing,door-to-doorselling,hypermarkets,discounthouses,shoppingmalls,catalogselling,theInternet,andotherdistributionmethodsarebeingintroducedinanattempttoprovideefficientdistributionchannels.•Importersandretailersalsoarebecomingmoreinvolvedinnewproductdevelopment.15-9Websales8-10II.AlternativeMiddlemanChoices15-11Amarketer’soptionsrangefromassumingtheentiredistributionactivity(byestablishingitsownsubsidiariesandmarketingdirectlytotheenduser)todependingonintermediariesfordistributionoftheproduct.Channelselectionmustbegivenconsiderablethought,becauseonceinitiated,isdifficulttochange,andifitprovesinappropriate,futuregrowthofmarketsharemaybeimpacted.Thechannelprocessincludesallactivities,beginningwiththemanufacturerandendingwiththefinalconsumer.15-12Exhibit9.1:internationalChannel-of-Distributionalternatives15-13Accordingtowhetherornottheytaketitletothegoods：AgentMiddlemenVSMerchantMiddlemen141-*A.Home-CountryMiddlemenHome-countrymiddlemen,ordomesticmiddlemen,providemarketingservicesfromadomesticbaseandfindforeignmarketsforproductsforlocalmanufacturers.FrequentlyUsedTypesofDomesticIntermediariesManufacturers’RetailStoresGlobalRetailersExportManagementCompaniesTradingCompaniesManufacturer’sExportAgent15-1515-16GlobalRetailers171-*B.ForeignCountryMiddlemen•Someofthemoreimportantforeign-countrymiddlemen,whofindmarketsforforeignmanufacturersinclude:–Manufacturer’sRepresentatives–Distributors–Foreign-CountryBrokers–ManagingAgentsandCompradors–Dealers–ImportJobbers,Wholesalers,andRetailers181-*C.FactorsAffectingChannelChoice•Theselectionprocessinvolvesthefollowing:1.Identifyspecifictargetmarketswithinandacrosscountries.2.Specifymarketinggoalsintermsofvolume,marketshare,andprofitmarginrequirements.3.Specifyfinancialandpersonnelcommitmentstothedevelopmentofinternationaldistribution.4.Identifycontrol,lengthofchannels,termsofsale,andchannelownership.15-19SixC’sofChannelStrategy1.Cost2.CapitalRequirements3.Control4.Coverage5.Character6.Continuity8-20III.ChannelManagement15-21Manycompanieshavebeenstoppedintheireffortstodevelopinternationalmarketsbytheirinabilitytoconstructasatisfactorysystemofchannels.Constructionofthemiddlemannetworkincludesseekingoutpotentialmiddlemen,selectingthosewhofitthecompany’srequirements,andestablishingworkingrelationshipswiththem.Thecloserthecompanywantstogettotheconsumerinitschannelcontact,thelargerthesalesforcerequired.15-22LocatingMiddlemenSelectingMiddlemenMotivatingMiddlemenTerminatingMiddlemenControllingMiddlemen15-23SelectingMiddlemen1.Screeningbasedonthefollowingcriteria:a)reputationb)creditworthinessc)marketsservedd)productscarriede)numberofstoresf)storesize2.TheAgreementthatdetailstermsofthecontractandthefunctionstobeperformedonbehalfoftheforeignmanufacturer.15-24MotivatingMiddlemenfinancialrewardspsychologicalrewardsCommunicationscompanysupportcompanyrapport15-25CourseFrameworkChapters1–3：AnOverview&MarketEvaluationChapters4–5：MarketingTargeting&ApproachingChapters6-9:‘4P’Strategies1-2530145615-26FinalTest1-26I.True/FalseQuestions（每小题2分，共30分）II.SingleChoiceQuestions（每小题2分，共30分）III.EssayQuestions（每小题8分，共40分）inchapter2/5/6/8/9