Professional Documents
Culture Documents
( MS-213 ) By
Overview
Channel Objectives & Constraints Distribution Channels International Channel Innovation Channel Strategy for New Market Entry Physical distribution & logistics Case Example: Japan Summary
Learning Objectives
Recognize the complexity of global channels & distribution Know which characteristics influence the design of distribution channels for international markets Know how new developments reshape international distribution
Channel Objectives
Create utility of place, time & information Can be a source of competitive advantage Important because of number & nature of relationships Must analyze each market Must fit overall marketing objectives of company
Product characteristics
perishability, service requirements, bulk
Environmental characteristics
economic, social & political dimensions
Helped or hindered by local demographic/geographic factors, social mores, government action, competitive pressures & infrastructure
Accelerated by actions of aggressive individual firms
Summary
Channel decisions are difficult to manage globally A global marketer must
tailor the marketing program to different types of channels or introduce new retail concepts
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