国际市场营销014

I n t e r n a t i o n a l M a r k e t i I n t e r n a t i o n a l M a r k e t i n gn gInternationalMarketing ChannelsChapter 141 4 t h E d i t i o nP h i l i p R.C a t e o r aM a r y C.G i l l yJ o h n L.G r a h a mMcGraw-Hill/IrwinInternational Marketing 14/eCopyright 2009 by The McGraw-Hill Companies,Inc.All rights reserved.What Should You Learn?What Should You Learn?The variety of distribution channels and how they affect cost and efficiency in marketingThe Japanese distribution structure and what it means to Japanese customers and to competing importers of goodsHow distribution patterns affect the various aspects of international marketingThe growing importance of e-commerce as a distribution alternativeThe functions,advantages,and disadvantages of various kinds of middlemenThe importance of middlemen to a products success and the importance of selecting and maintaining middlemen2Global Perspective Global Perspective A Single Stick of Doublemint Today 18 Billion TomorrowA Single Stick of Doublemint Today 18 Billion TomorrowA product must be made accessible to the target market at an affordable priceGetting the product to the target market Can be a costly processForging an aggressive and reliable channel of distribution The most critical and challenging task facing the international marketerCompetitive advantage For the marketer best able to build the most efficient channel from among the alternatives available3Channel-of-Distribution StructuresChannel-of-Distribution StructuresAll consumer and industrial products eventually go through a distribution processPhysical handling and distribution of goodsPassage of ownershipBuying and selling negotiations between producers and middlemenBuying and selling negotiations between middlemen and customersEach country market has a distribution structureGoods pass from producer to user4Import-Oriented Import-Oriented Distribution StructureDistribution StructureIn an import-oriented or traditional distribution structure:Importer controls a fixed supply of goodsMarketing system develops around the philosophy of selling a limited supply of goods at high prices to a small number of affluent customers5Import-Oriented Import-Oriented Distribution StructureDistribution StructureDemand exceeds supplyThe customer seeks the supply from a limited number of middlemenDistribution systems are localFew countries fit the import-oriented model 6Japanese Distribution StructureJapanese Distribution Structure1.A structure dominated by many small middlemen dealing with many small retailers2.Channel control by manufacturers3.A business philosophy shaped by a unique culture4.Laws that protect the foundation of the system7Comparison of Distribution Channels Comparison of Distribution Channels between the United States and Japanbetween the United States and JapanExhibit 14.18High Density of MiddlemenHigh Density of MiddlemenNot unusual for consumer goods to go through three or four intermediaries before reaching the consumerJapan has a large number of independent groceries and bakers(94.7%or all retail stores)Small stores account for 59.1%of retail food salesU.S.emphasis is on supermarkets,discount food stores,and department storesSmall stores generate 35.7%of food sales9Retail Structure in Three CountriesRetail Structure in Three CountriesExhibit 14.210Channel ControlChannel ControlInventory financingCumulative rebatesMerchandise returnsPromotional support11Business PhilosophyBusiness PhilosophyEmphasizes loyalty,harmony,and friendshipSupports long-term dealer-supplier relationshipsThe cost of Japanese consumer goods are among the highest in the worldJapanese law gives the small retailer enormous advantage over the development of larger stores12Large-Scale Retail Store Law Large-Scale Retail Store Law and Its Successorand Its SuccessorDaitenho the Large-Scale Retail Store LawLarge stores must have approval from the prefecture governmentAll proposals first judged by the Ministry of International Trade and Industry(MITI)If all local retailers unanimously agreed,the plan was approvedCould be a lengthy processApplied to both domestic and foreign companiesReplaced by the Large-Scale Retail Store Location Act of June 2000MITI out of the processRelaxed restrictions13Changes in the Changes in the Japanese Distribution SystemJapanese Distribution SystemStructural Impediments InitiativeDeregulationWal-Mart“New”retailersThe Internet14Trends:From Traditional Trends:From Traditional to Modern Channel Structuresto Modern Channel StructuresEuropean retailers merging with former competitors and other countries to form Europe-wide enterprisesForeign retailers attracted by high margins and pricesThe Internet may be most important distribution trendCovisintGlobalNetXchangeE-commerce7-Eleven competes with FedEx and UPS15General Distribution PatternsGeneral Distribution PatternsMiddlemen servicesLine breadthCosts and marginsChannel lengthNonexistent channelsBlocked channelsStockingPower and competition16Retail Distribution PatternsRetail Distribution PatternsSize patternsDirect marketingResistance to change17Retail Structure in Selected CountriesRetail Structure in Selected CountriesExhibit 14.318International International Channel-Distribution AlternativesChannel-Distribution AlternativesExhibit 14.419Alternative Middleman ChoicesAlternative Middleman ChoicesSeller must exert influence over two sets of channelsOne in the home countryOne in the foreign-market countryAgent middlemen represent the principal rather than themselvesMerchant middlemen take title to the goods and buy and sell on their own account20Home-Country MiddlemenHome-Country MiddlemenManufacturers retail storesGlobal retailersExport management companiesTrading companiesU.S.export trading companiesComplementary marketersManufacturers export agent21How Does an EMC Operate?How Does an EMC Operate?Exhibit 14.522Home-Country MiddlemenHome-Country MiddlemenHome-country brokersBuying officesSelling groupsWebb-Pomerene export associationsForeign sales corporationExport merchantsExport jobbers23Foreign-Country MiddlemenForeign-Country MiddlemenManufacturers representativesForeign DistributorsForeign-country brokersManaging agents and compradorsDealersImport jobbers,wholesalers,and retailers24Government-Affiliated MiddlemenGovernment-Affiliated MiddlemenMarketers must deal with governments in every country of the worldGovernment purchasing offices Procure products,services,and commodities for the governments own useWork at federal,regional,and local levelsEfficiency of public sector versus the private sectorWal-Mart did better than FEMA after Hurricane Katrina25Factors Affecting Factors Affecting Choice of ChannelsChoice of ChannelsCostCapital requirementsControlCoverageCharacterContinuity26Locating,Selecting,Locating,Selecting,and Motivating Channel Membersand Motivating Channel MembersLocating middlemenSelecting middlemenScreeningThe agreementMotivating middlemenTerminating middlemenControlling middlemen27The InternetThe InternetE-commerceBusiness-to-business(BSB)servicesConsumer servicesConsumer and industrial productsE-commerce is more developed in U.S.than in rest of worldB2B enables companies to cut costs Reduces procurement costsAllows better supply-chain managementMakes possible tighter inventory control28Concerns for e-VendorsConcerns for e-VendorsCultureAdaptationLocal contactPaymentDeliveryPromotion29SummarySummaryThe international marketer has a broad range of alternatives for developing a distribution systemThree primary alternatives for using agent middlemenAgent middlemenMerchant middlemenGovernment-affiliated middlemenChannel structure variesNation to nationContinent to continentInformation and advice are available relative to the structuring of international distribution systemsThe Internet is challenging traditional channels,offering a wider range of possibilities for entering foreign markets30