International Business

Pranab S Deb

Schedule of Lecture

International distribution channels

Global advertising

A marketing channel system is the particular set of marketing channels employed by a firm

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

Distribution patterns

General patterns Middlemen services Line breadth Costs and margins Channel length Nonexistent channels Blocked channels Stocking Power and competition

Distribution patterns

Retail patterns Size patterns Direct marketing Resistance to change

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

Middleman choices

Home-country middlemen: Home-country brokers Buying offices Selling groups Webb-Pomerene export associations Foreign sales corporation Export merchants Export jobbers

Middleman choices

Foreign-country middlemen: Manufacturers’ representatives Distributors Foreign-country brokers Managing agents and Compradors Dealers Import jobbers, wholesalers and retailers

Factors affecting choice of channels

Cost Capital requirements Control Coverage Character Continuity

Effect of the internet on channels

Culture Adaptation Local contact Payment Delivery Promotion

International advertising

Advertising agencies Cable TV Cigarette advertising Communication process Comparative advertising Consumer criticism Cultural diversity Internet

International advertising

Legal constraints Linguistic limitations Magazine advertising Media limitations Media planning/analysis Newspaper advertising Product attribute/benefit segmentation Product placement

International advertising

Production/cost limitations Promotional misfires/mistakes Radio advertising Regional segmentation Satellite TV Self-regulating codes Sex Sublimal advertising

Q & A

Thanks