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International Business
Pranab S Deb
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Schedule of Lecture
International distribution channels
Global advertising
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A marketing channel system is the particular set of marketing channels employed by a firm
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Channel-of-distribution structures
Import-oriented distribution structure Japanese distribution structure
Dominated by many middlemen Channel control by manufacturers Business philosophy shaped by unique culture Laws that protect the small retailer
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Distribution patterns
General patterns Middlemen services Line breadth Costs and margins Channel length Nonexistent channels Blocked channels Stocking Power and competition
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Distribution patterns
Retail patterns Size patterns Direct marketing Resistance to change
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Middleman choices
Home-country middlemen: Manufacturers’ retail stores Global retailers Export management companies Trading companies US export trading companies Complementary marketers Manufacturer’s export agent
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Middleman choices
Home-country middlemen: Home-country brokers Buying offices Selling groups Webb-Pomerene export associations Foreign sales corporation Export merchants Export jobbers
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Middleman choices
Foreign-country middlemen: Manufacturers’ representatives Distributors Foreign-country brokers Managing agents and Compradors Dealers Import jobbers, wholesalers and retailers
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Factors affecting choice of channels
Cost Capital requirements Control Coverage Character Continuity
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Effect of the internet on channels
Culture Adaptation Local contact Payment Delivery Promotion
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International advertising
Advertising agencies Cable TV Cigarette advertising Communication process Comparative advertising Consumer criticism Cultural diversity Internet
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International advertising
Legal constraints Linguistic limitations Magazine advertising Media limitations Media planning/analysis Newspaper advertising Product attribute/benefit segmentation Product placement
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International advertising
Production/cost limitations Promotional misfires/mistakes Radio advertising Regional segmentation Satellite TV Self-regulating codes Sex Sublimal advertising
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Q & A
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Thanks