国际市场营销课件第九章国际市场销售渠道策略.ppt

Chapter 9 International Marketing Channel Strategy 国际市场渠道策略 Reference information Cateora. P.R and J.L. Graham, International marketing, Irwin Megraw-Hill, Chapter 14 International distribution system Xue qiu-zhi , International marketing management, Fudan University Press, Chapter 9 Happer W. Boyd, Jr., Marketing Management, Published by Dongbei Financial and economic university press, chapter 14 Distribution Decisions Emphasis and Difficulties Emphasis: the sales channel of international market; the essential knowledge of the design for the sales channel; the classification, choice and management for the international middleman. Difficulties：the inspiration, evaluation, adjustment, resolving conflict and strengthening co-operation during the management of the international middleman. §1 Overview of channel Ⅰ. What’s marketing channel? A marketing channel is the set of interdependent organizations involved in the process of making a product or service available for consumption or use by consumers or industrial users. Ⅱ. Channel institution There four broad categories as follows: 1. Merchant wholesalers (1): Full service wholesalers: perform a wide variety of functions foe their suppliers and customers including buying, selling, transportation, storing and financing. They are particularly active in industries with many small manufactures on one side and small independent retailers or commercial users on the other. The form: manufactures’ sale ranches and office (used in trucking, farm machinery, automotive equipment and parts, plumbing); rack jobber( like supermarkets and drugstores) (2) Limited service wholesalers These offer suppliers and customers cost saving by elimination certain function. For example: a majority of plumbers specialize in the buying and storage functions, but require their customer to perform their own transportation and financing activities. 2. Agent middlemen It includes manufacture’s agents, brokers, purchasing agents. 3. Retailers