International MarketingChapters 14

International Marketing Channels

Introduction

• Getting the product to the target market can be a costly process

• Forging an aggressive and reliable channel of distribution may be the most critical and challenging task facing the international firms

• Each market contains a distribution network with many channel choices.

• In some markets the distribution structure is multi-layered, complex, inefficient, even strange

• Competitive advantage will reside with the marketer best able to build the most efficient channel

Channel-of-Distribution Structures

• The distribution process includes the physical handling and distribution of goods, the passage of ownership (title), and the buying and selling negotiations between producers and middlemen and between middlemen and customers

• Each country market has a distribution structure through which goods pass from producer to use

• Within this structure are a variety of middlemen whose customary functions, activities, and services reflect existing competition, market characteristics, tradition, and economic development

• Channel structures range from those with little developed marketing infrastructure such as those found in many emerging markets (import oriented distribution) to the highly complex, multi-layered system found in Japan and the mass marketing distribution system of the US.

Japanese Distribution Structure

1. a structure dominated by many small middlemen dealing with many small retailers—high density of middlemen,

2. channel control by manufacturers, 3. a business philosophy shaped by a

unique culture, and 4. laws that protect the foundation of the

system—the small retailer

• Distribution in Japan has long been considered the most effective non-tariff barrier to the Japanese market The Japanese distribution structure is different enough from its U.S. or European counterparts

• Distribution in Japan has long been considered the most effective non-tariff barrier to the Japanese market The Japanese distribution structure is different enough from its U.S. or European counterparts

It has four distinguishing features:It has four distinguishing features:

Distribution Systems: Japan and the US

A Comparison of Retail Structures

Channel Control in Japanese Distribution Systems

1. Inventory financing with credits extending for several months.

2. Cumulative rebates

3. Merchandise returns that are allowed to the manufacturer.

4. Promotional support to intermediaries in the form of displays, advertising layouts, and management education programs

Control is maintained through the following elements:Control is maintained through the following elements:

Distribution Patterns

1. Middlemen Services

2. Product Line Breadth

3. Costs and Margins

4. Channel Length

5. Nonexistent Channels

6. Blocked Channels

7. Stocking

8. Power and Competition

• Distribution patterns are always evolving and new patterns are developing and marketing channels are not the same throughout the world

• Distribution patterns are always evolving and new patterns are developing and marketing channels are not the same throughout the world

Some general distribution patterns that are similar globally include:Some general distribution patterns that are similar globally include:

Retail Patterns

1. Retail Size Patterns

2. Direct Marketing

3. Resistance to Change

4. Alternative Middleman Choices

• International retailing shows even greater diversity in its structure than does wholesaling

• International retailing shows even greater diversity in its structure than does wholesaling

Some general retailing patterns include:Some general retailing patterns include:

Retail Comparisons

Home-Country Middlemen

1. Manufacturers’ Retail Stores

2. Global Retailers

3. Export Management Companies

4. Trading Companies

5. U.S. Export Trading Companies

6. Complementary Marketers

7. Manufacturer’s Export Agent

• Home-country middlemen, or domestic middlemen, provide marketing services from a domestic base and find foreign markets for products for local manufacturers

• Home-country middlemen, or domestic middlemen, provide marketing services from a domestic base and find foreign markets for products for local manufacturers

Frequently used types of domestic intermediaries include:Frequently used types of domestic intermediaries include:

8. Home-Country Brokers 9. Buying Offices 10. Selling Groups11. Webb-Pomerene Export Associations 12. Foreign Sales Corporation 13. Export Merchants 14. Export Jobbers

Export Management Company

Foreign-Country Middlemen

1. Manufacturer’s Representatives

2. Distributors

3. Foreign-Country Brokers

4. Managing Agents and Compradors

5. Dealers

6. Import Jobbers, Wholesalers, and Retailers

• Some of the more important foreign-country middlemen, who find markets for foreign manufacturers include:

• Some of the more important foreign-country middlemen, who find markets for foreign manufacturers include:

Factors Affecting Choice of Channels

1. Identify specific target markets within and across countries.

2. Specify marketing goals in terms of volume, market share, and profit margin requirements.

3. Specify financial and personnel commitments to the development of international distribution.

4. Identify control, length of channels, terms of sale, and channel ownership

The following points should be addressed prior to selecting intermediaries:The following points should be addressed prior to selecting intermediaries:

Six Cs of Channel Strategy

1. Cost

2. Capital Requirements

3. Control

4. Coverage

5. Character

6. Continuity

Channel strategy itself is considered to have the following six specific strategicgoals:

Channel strategy itself is considered to have the following six specific strategicgoals:

Locating Middlemen

1. Commercially published directories

2. Foreign consulates

3. Chamber-of-commerce groups located abroad

4. Other manufacturers producing similar but noncompetitive goods

5. Middlemen associations

6. Business publications

7. Management consultants

8. U.S. Department of Commerce

Firms seeking overseas representation should compile a list of middlemen fromsuch sources as the following:

Firms seeking overseas representation should compile a list of middlemen fromsuch sources as the following:

Selecting Middlemen

1. Screening based on the following criteria:

(a) reputation

(b) creditworthiness

(c) markets served

(d) products carried

(e) number of stores

(f) store size

In selecting middlemen, the following steps should be used.In selecting middlemen, the following steps should be used.

2. The Agreement that details terms of the contract and the functions to be performed on behalf of the foreign manufacturer

Motivating Middlemen

Motivational techniques may be grouped into

five categories:

(1) financial rewards

(2) psychological rewards

(3) communications

(4) company support, and

(5) corporate rapport

There is a clear correlation between the middleman’s motivation and salesvolume

There is a clear correlation between the middleman’s motivation and salesvolume

The Internet

• When using the internet for distribution purposes, the following factors should be considered:

1. Culture2. Adaptation (especially of language)3. Local contact information4. Payment form5. Delivery6. Promotion

• E-commerce is used to market business-to-business services, consumer services, and consumer and industrial products via the World Wide Web

• E-commerce is used to market business-to-business services, consumer services, and consumer and industrial products via the World Wide Web

• The Internet is an important distribution method for multinational companies• The Internet is an important distribution method for multinational companies