chapter11国际营销渠道策略优质PPT.ppt
- 文档编号:15558682
- 上传时间:2022-11-04
- 格式:PPT
- 页数:31
- 大小:2MB
chapter11国际营销渠道策略优质PPT.ppt
《chapter11国际营销渠道策略优质PPT.ppt》由会员分享,可在线阅读,更多相关《chapter11国际营销渠道策略优质PPT.ppt(31页珍藏版)》请在冰豆网上搜索。
SchoolofMarketing&@#@Logistics1Chapter11InternationalMarketingChannels2IntroductionGettingtheproducttothetargetmarketcanbeacostlyprocessForginganaggressiveandreliablechannelofdistributionmaybethemostcriticalandchallengingtaskfacingtheinternationalfirmsEachmarketcontainsadistributionnetworkwithmanychannelchoiceswhosestructuresareuniqueand,intheshortrun,fixedInsomemarketsthedistributionstructureismulti-layered,complex,inefficient,evenstrangeCompetitiveadvantagewillresidewiththemarketerbestabletobuildthemostefficientchannel3Introduction4ChapterOutlineChannel-of-DistributionStructuresChannelDevelopmentDistributionPatternsTheInternetAlternativeMiddlemanChoicesFactorsAffectingChoiceofChannels5ChapterLearningObjectives1.Thevarietyofdistributionchannelsandhowtheyaffectcostandefficiencyinmarketing2.Howdistributionpatternsaffectthevariousaspectsofinternationalmarketing6ChapterLearningObjectives5.Thegrowingimportanceofe-commerceasadistributionalternative4.Thefunctions,advantages,anddisadvantagesofvariouskindsofmiddlemen3.Theimportanceofmiddlementoapro-ductssuccessandtheimportanceofselectingandmaintainingmiddlemen7I.Channel-of-DistributionStructuresThedistributionprocessincludesthephysicalhandlinganddistributionofgoods,thepassageofownership(title),andthebuyingandsellingnegotiationsbetweenproducersandmiddlemenandbetweenmiddlemenandcustomersPleaselisttheseveralflowsinadistributionsystem?
@#@Transferringproductinformation,ownershipofproduct,andpayment;@#@physicaldistribution;@#@risktaking;@#@communicatingandnegotiating;@#@financingWhatarefunctionsofadistributionsystem?
@#@8Channel-of-Distributionstructures(Continued)EachcountrymarkethasadistributionstructurethroughwhichgoodspassfromproducertouserWithinthisstructureareavarietyofmiddlemenwhosecustomaryfunctions,activities,andservicesreflectexistingcompetition,marketcharacteristics,tradition,andeconomicdevelopmentChannelstructuresrangefromthosewithlittledevelopedmarketinginfrastructuresuchasthosefoundinmanyemergingmarketstothehighlycomplex,multi-layeredsystemfoundinJapan9Import-OrientedDistributionStructureTraditionalChannelsindevelopingcountriesevolvedfromeconomicswithastrongdependenceonimportedmanufacturedgoodsThisconfigurationaffectsthedevelopmentofintermediariesandtheirfunctions.Importer-wholesalerperformsmostmarketingfunctions10JapaneseDistributionStructureDistributioninJapanhaslongbeenconsideredthemosteffectivenon-tariffbarriertotheJapanesemarket.TheJapanesedistributionstructureisdifferentenoughfromitsU.S.orEuropeancounterpartsIthasfourdistinguishingfeatures:
@#@1.astructuredominatedbymanysmall2.middlemendealingwithmanysmallretailers3.-highdensityofmiddlemen4.2.channelcontrolledbymanufacturers3.abusinessphilosophyshapedbyaunique4.culture4.lawsthatprotectthefoundationofthesystem5.-thesmallretailer11HighDensityofMiddlemen_ThedensityofJapanesedistributionisunparalleledwithanywesternindustrializedcountry.Japan(Long)&@#@American(Shorter)-Exhibit10.1_JapanesehaslargenumbersofsmallerretailersandtotalretailsalesJapan&@#@American&@#@German-Exhibit10.212Exhiit10.1ComparisonofDistributionChannelsbetweentheUnitedStates&@#@JapanAutomobileparts:
@#@JapanR13Exhiit10.2RetailStructureinThreeCountries14ChannelControlinJapaneseDistributionSystemsControlismaintainedthroughthefollowingelements:
@#@1.Inventoryfinancingwithcredits2.extendingforseveralmonths.2.Cumulativerebates3.Merchandisereturnsthatareallowed4.tothemanufacturer.4.Promotionalsupporttointermediaries5.intheformofdisplays,advertising6.layouts,andmanagementeducation7.programs15JapaneseBusinessPhilosophyLoyalty,HarmonyandFriendshipConsumerBrandLoyaltyServiceandQualityOverPriceSmall,FrequentPurchases16LSRSLawPreventLargeRetailerLargeScaleStoreLocationActInJune2000-RelaxedLarge-ScaleRetailStoreLawandItsSuccessorChangesTraditionalretailingSpecialtyStores,Supermarkets,Discounters,ConvenienceStores17Trends:
@#@FromTraditionaltoModernChannelStructuresDirectmarketingDoortodoorsellingHypermarketsDiscounthousesSupermarketsMassmerchandisingSelf-serviceShoppingmallsCatalogsellingE-CommerceOtherdistributionmethods-Thetrendswillleadtogreatercommonalityamongmiddlemenindifferentcountries18II.DistributionPatternsDistributionpatternsarealwaysevolvingandnewpatternsaredevelopingandmarketingchannelsarenotthesamethroughouttheworldSomegeneraldistributionpatternsthataresimilargloballyinclude:
@#@1.MiddlemenServices2.ProductLineBreadth3.CostsandMargins4.ChannelLength5.NonexistentChannels6.BlockedChannels7.Stocking8.PowerandCompetitionAutomobileDistribution19NewDistributionpatt
- 配套讲稿:
如PPT文件的首页显示word图标,表示该PPT已包含配套word讲稿。双击word图标可打开word文档。
- 特殊限制:
部分文档作品中含有的国旗、国徽等图片,仅作为作品整体效果示例展示,禁止商用。设计者仅对作品中独创性部分享有著作权。
- 关 键 词:
- chapter11 国际 营销 渠道 策略