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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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
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