International distribution and sales promotion.docx
- 文档编号:25432546
- 上传时间:2023-06-08
- 格式:DOCX
- 页数:11
- 大小:40.20KB
International distribution and sales promotion.docx
《International distribution and sales promotion.docx》由会员分享,可在线阅读,更多相关《International distribution and sales promotion.docx(11页珍藏版)》请在冰豆网上搜索。
Internationaldistributionandsalespromotion
Internationaldistributionandsalespromotion
Chapter11MarketingAcrossCultures
AnhLe,ZhouQinglan,ZhouQingqing
TableofContents
Introduction3
Japanesekeiretsussystem3
Selectionofforeigndistributionchannels4
11.2Criteriaforchoosingforeigndistributionchannels(9Cs)3
11.3Roleofdistributionasa“culturefilter”4
a.Cultureattheinterfacebetweenshoppersandstores5
b.Influenceofcultureonrelationshipbetweenchannelmembers6
Introduction
Internationaldistributionandsalespromotionaretwoimportantelementsinglobalmarketing.Theyhelpto‘push’theproductstocustomers.Inthisreport,thedistributionchannelsandsalespromotiononmulticulturalpointofviewandtheirapplicationwillbedefinedanddiscussedbasedonthesummaryofchapter11inthetextbookMarketingacrossCultures(2009)andtwopracticalcases,AmwayandMcDonald’s.Inthesummaryofthechapter,thefirstpartistheintroductionofthetypicalJapanesedistributionsystem.Thesecondpartistheselectionofdistributionchannelsandthethirdpartistheroleofdistributionasa‘culturalfilter’.Theforthpartisaboutdirectmarketingworldwide,andthelastpartissalespromotionacrosscultures.Inthetwocases,Amwaywillbetheexampleofapplicationofdirectmarketingworldwide,andMcDonald’swillbetheexampleofapplicationofinternationaldistributionandsalespromotion.
Japanesekeiretsussystem
Thedecisionsofchoosingdistributionchannelsmightbeinfluencedbythedifferencesofcultureindifferentcountries.ThereisaspecialkindofdistributionsystemcalledkeiretsusinJapan,whichdependsontheparticularcharactersinJapan.Andthesocalledkeiretsussystemmightbeabarriertotheentryoftheforeignproducts.
Becauseoftheheavypopulationandthescarcelandresource,theJapanesedistributionsystemisdevelopedasahighlyfragmentedone.Inhistory,influencedbytheculturalandlegalfactors,thewholesalershavethecentralcontrolpowerinthemarketwithveryfragmentedretailers.Theobviouscharacterofkeiretsussystemisverticalcontrol(wholesalers→retailers→consumers).Thisissocalledintegratedmarketingandleadstothestrongrelationshipwithtrustbetweenretailersandconsumers.ItmaybecausedbythehighpurchasingpowerofJapaneseconsumersandthehighcompetitionofretailers.Thentheretailerspaymoreattentiontothequalityofservice.Therearetwoexamplesofkeiretsussystem,thediscount(Rebate)andpayment(Tegata)system.Discountsandthepermissionofdelayingthepaymenttimeareregardedasrewardsandmeansofsalespromotionandcontrolofloyalty.Butsometimesitmaycausefinancialtroubles.
TherearefourmainaspectsofJapanesedistributionsystem.Thefirstisthatthewholesalersandretailerslearnfromtheconsumers’advisor.Thenextishighfrequencyofdelivery,whichmayleadtohigherdeliverycostbutlowerholdcostofgoods.Sopriceisregardedasahighlyflexiblemarketinginstrument.Thethirdaspectisthatsettingtheinitialpriceisoneofthekeydecisionswhenenteringthemarket.Inaddition,Producersoftengivesupporttodistributionchannelsforsalespromotion.
SomepeoplearguetherearesomedisadvantagesoftheJapanesesystem.ThefirstisthattheJapanesegovernmenttriestoprotectlocalcompanies.Thentheverticalcontroldecreasesthenormalcompetition.Businessespaymoreattentiontolong-termbenefitpersonalrelationshipratherthaninnovation.Andthemarketseemsinefficient.Thetradeslastalongtimeandarecostly.Nevertheless,itshouldbementionedthatthesystemischangingbecauseoftheeconomyglobalization.
ToovercomethebarrierofenteringtheJapanesemarket,foreignbusinessshouldtrytoadapttolocalconditions.Theseforeignbusinessescanfirstlyfindalocalpartnerandanoriginalposition,andthenidentifyalternativeopportunitiesforchoosingadistributionchannel.Inaddition,theycanhavementalpreparationtobepatientwithlong-termandturnoverorientation,andhavetheawarenessofadaptingJapaneseconditions.
Selectionofforeigndistributionchannels
Thereare9criteriathatareimportanttochooseforeigndistributionchannels,whicharecalled‘9Cs’.Thefirstcriterionisconsumersandtheircharacteristics.Assomesegmentsinforeignmarketsaremoreimportoriented,distributionchannelsintheseareasaremoreattractive.Thesecondcriterionisculture.Distributionnetworkisbasedonculturethatrelatetodailylifeandrelationship.Thethirdcriterionischaracter.Thatistosay,distributionchannelsshouldkeepupacorrespondencetothecharacteroftheproductitself.
Theforthcriteriaiscapital.Capitalisthenecessitytostartandmaintainachannel,asfixedcapital,workingcapitalandsomeinitiallossesmayneedtobefinanced.Thefifthcriteriaiscost.Costisstronglyrelatedtocapitalbutmoreontrademargins.Thesixthcriteriaiscompetition.Competitionarisesinthefollowingtwosituations.Thefirstsituationcanbetwosimilarandcompetitiveproductsbeingputnexttoeachotherontheshelvesintheshops,andthesecondsituationcanbesomeproducersrefusingtheircompetitorstohaveaccesstosimilardistributionchannels.
Theseventhcriterioniscoverage.Coverageismainlyaboutproductrange,sizeandoptions.Asdemandaffectssupply,thepositionofcomplementaryproductandsharepartsareimportant.Productcoverageisdifferentacrosscultures.Forinstance,FrenchdrugstorewouldnotsellthesameproductsastheysellinAmericaandGermany.
Theeighthcriteriaiscontinuity.Continuityisalsoimportantindistribution,whileitcanbeheldbackbycompetitors.Forexample,anAmericancompanylostlargeamountofmarketshareinSouthAmerica,2ofitsEUcompetitorsagreedtoforcethecompanyoutofthatmarket.However,oneofthemforcedthedistributorstostopcorrespondingtothewiderangeofproductsoftheAmericancompanywhiletheotheroneboughttheshareswhichdistributedtheAmericanproducts.Theninthcriteriaiscontrol.Companiescancontrolthemarketbyusingtheirowndistributionnetwork.
Distributionasa‘culturalfilter’
Indistributionsystems,culturecanaccountforsomepartsofdifferences,whiletheotherdifferencescanbeexplainedbythesociodemographiccharacteristicsandeconomicconditionsindifferentcountries.Shoppingbehavioristhefirsttobeconsidered.Shoppingbehaviorisnotonlyinfluencedbyculture,butalsobyeconomicconditions.TheopeninghoursaretotallydifferentinnorthernandsouthernEurope,whichshowedtheimpactofcultureindistributionsystem.InnorthernEurope,therearealmostnoshopsopenonSunday.
Religiousandsocialbeliefsmayevenleadtosomelegalissues.AnexamplecanbebeerdistributioninTurkey.TurkeyisaMuslimcountry,andbefore1984,beerisnotconsideredasanalcoholicdrink,andtheycanbeboughtincoffeehouses.Whiletheconsumptionofbeerincreasedincredibly,thegovernmentclassifiedagainthatbeerisanalcoholicdrink,whichledtoanimpressivedropinbeersales.
Theopinionofwaitingandservicesaredifferentaccordingtoculturalinfluences.Theftbycustomersorstoreemployeesisaphenomenonindistributionwhichcanalsobeexplainedbyculturaldifference.Therelationshipofproducersanddistributorslargelydependsonthecultureinthecountry.
ThestudyofHofstedewhichfocusonculturaldimensionscanexplainsomesituationsindifferentcultures.Companiesfromhighuncertaintyavoidanceculturestendtolookforpartnerswithhighreputationsandwithwrittenguarantees.Companieswhoseculturalbackgroundishighindividualistandmasculinecultures,suchasAmerica,willchoosetheirpartnersbyobjectivecriterion,whilecompaniesincollectivistandfemininesocieties,suchasChina,willfocusmoreonrelationshipandharmony.Leadershipstylesarenotmanageableindifferentcultures.
Directmarketingworldwide
Therearemanyissuesconcerningaboutworldwidedirectmarketing.Logisticsissuesarethefirsttobementioned.Itisaboutwherethedirectmailcanbesentfrom,fromwithinthedomesticcountryorthroughathirdcountrytoreducethecostsandkeepspeedandsecurity.Regulationisalsoimportantbecausedifferentcountrieshavedifferentregulationsinpostingandcustoms.Thethirdmajorissueisthemailinglistsandmailingaddress,theseneedtobeupdateregularly.Languageandculturaldifferencescanhaveanimpactindirectmarketingasthecompanieshavetoavoidmisunderstanding.AnexamplecanbeGermany’sBertelsmann,itchangesthenameto‘FranceLoisirs’,astheformernamehasanegativedefinitionincultureinFrance.Ethicsareconcernedbymanycountries,whichisaboutprivacyandthefalseusingofmailinglists.
TheInternethasbeenincreasinglyusedbydirectmarketing.Therearesomewebsites,suchasZandA,whichallowedpeopletosellandbuytheirthingsonit.However,therearesomelimitationsofInternet.Firstofall,thenetworkcommunicationsarenotperfect,becausetheInternetwasfirstlybuiltforUSnationalprotectionandacademicusing,theincreasingnumberofusersonInternetcancausedelay.Thesecondissafecreditcardpayment,astherearegrowingnumberoftheftonline.Thethirdlimitationisnotallgoodscanbeboughtonline,becausesomegoodsshouldbeviewedbythecustomersbeforetheyreallybuythem.ThelastlimitationsisaboutthedifferentregulationsofInternetindifferentcountries,theseregulationsaremainlyoncontracts,taxes,protectingintellectualproperty,etc.
Salespromotionacrossculture
- 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:
- International distribution and sales promotion
![提示](https://static.bdocx.com/images/bang_tan.gif)
链接地址:https://www.bdocx.com/doc/25432546.html