international marketing channels
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8. International Marketing Channels. 8.01 International Channel Design. Winning Strategies - read. Open All Night Everywhere. 7-Eleven stores are open 24 hours a day. 7-Eleven stores have improved their efficiency through the use of technology. - PowerPoint PPT PresentationTRANSCRIPT
International Marketing© Thomson/South-Western
ChapterChapterChapterChapter
International Marketing Channels
8.01 International Channel Design8.01 International Channel Design
88
International Business© Thomson/South-Western
Chapter 8Slide 2
Winning Strategies - read
7-Eleven stores are open 24 hours a day.
7-Eleven stores have improved their efficiency through the use of technology.
There are almost 28,000 7-Elevens around the world.
Open All Night Everywhere
International Business© Thomson/South-Western
Warm-up video
http://www.youtube.com/watch?v=Tb8bF2hCyLw
A quick overview of channel management
Chapter 8Slide 3
International Business© Thomson/South-Western
Chapter 8Slide 4
MARKETING CHANNELS channel of distribution
the path used to move products from their source to the customer
logistics activities that create an orderly and timely
acquisition and transportation of products through the channel of distribution
International Business© Thomson/South-Western
Chapter 8Slide 5
Channel Length
marketing intermediary an independent business that assists the
flow of goods and services from producer to customers
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Types of marketing intermediaries Agent/broker
Place buyers and sellers together Facilitate transactions Do not take ownership of product
Wholesaler Re-distributes to retailers Take ownership of products
Retailer Redistributes to consumers Take ownership of products
Chapter 8Slide 6
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Chapter 8Slide 7
Channel Length (continued)
International Business© Thomson/South-Western
Chapter 8Slide 8
Channel Length (continued)
short channel of distribution Few intermediaries
direct channel From producer directly to consumer
long channel of distribution Many intermediaries
indirect channel of distribution Used primarily for consumer goods
International Business© Thomson/South-Western
Role of Intermediaries
Breaking bulk shipment into smaller quantities
Provide information to other channel members
Storage of products Transportation of products Provide financing Promote products
Chapter 8Slide 9
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Chapter 8Slide 10
Channel Length (continued)
Channels of distribution have become a key to international competitiveness because they can: facilitate just-in-time (JIT) inventory lower costs speed up distribution support expansion into new markets
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Just-in-time inventory
Products arrive just as they are needed Utilize computerized inventory and
point-of-sale systems to monitor inventory levels and place orders
http://www.youtube.com/watch?v=AqK8VcLOxH8 http://www.youtube.com/watch?v=AAcX0SRjOCw Two videos on just in time
Chapter 8Slide 11
International Business© Thomson/South-Western
Chapter 8Slide 12
International Channel Design
When entering new markets, international marketers can either: establish a new channel of distribution
High risk strategy Need to develop new relationships with
suppliers
work within an existing channel of distribution
International Business© Thomson/South-Western
Chapter 8Slide 13
Total Cost Concept
total cost concept all costs must be taken into consideration
when designing a channel of distribution Added shipping costs Transportation time must also be considered
International Business© Thomson/South-Western
IBH – 8.01 Activity Students pair with someone other than their IBP partner Research an automobile manufacturer who has opened
up a manufacturing plant in a foreign country in order to lower total cost of distribution to that country
http://www.kia.com/#/about/ http://corporate.honda.com/america/facilities.aspx https://www.bmwusfactory.com/ http://corporate.ford.com/our-company/operations-
worldwide http://media.gm.com/autoshows/Chevrolet_Centennial/2010/public/intl/en/chevrolet/
news.detail.html/content/Pages/news/intl/en/2011/centennial/03_01_the_first_100_years.html
Chapter 8
Slide 14
International Business© Thomson/South-Western
Chapter 8Slide 15
>> C H E C K P O I N T
Name four ways distribution channels aid in developing competitive advantages.
International Business© Thomson/South-Western
Chapter 8Slide 16
CHANNEL RELATIONSHIPS
All distribution systems seek to achieve the lowest cost possible. Can result in disintermediation
the removal of channel members to save costs http://www.youtube.com/watch?v=LACYuGoP4IE Examples of results due to disintermediation
International Business© Thomson/South-Western
Chapter 8Slide 17
Channel Power
Some channel members have more power than others
channel captain – example UD takes the leadership role in organizing a
distribution system gains power through their ability to reward
or punish channel members and through their knowledge of their product-market
International Business© Thomson/South-Western
Chapter 8Slide 18
Finding International Partners
There are a number of ways for international marketers to find partners. government sources from commerce
departments trade show contacts Internet
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Chapter 8Slide 19
Finding International Partners (continued)
export management companies (EMCs) specialize in helping businesses distribute
products
agent brings together buyers and sellers, but
does not take ownership of product http://www.youtube.com/watch?v=qDbnx6nLrQo
International Business© Thomson/South-Western
Chapter 8Slide 20
>> C H E C K P O I N T
Name four ways that businesses can find international partners.