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Topics to be covered: Types of Distribution Channels Used Determinants of Channel Selection Types of Indirect Channels Types of Direct Channels
Indirect Channels
With indirect channels, the firm exports through an independent local middleman who assumes responsibility for moving the product overseas. The manufacturer incurs no start-up cost, and this method provides small firms with little experience in foreign trade access to overseas markets without their direct investment. However using indirect channels has the following disadvantages: Manufacturer loses control over the marketing of its product overseas. The manufacturers success totally depends on the initiative and efforts of the chosen intermediary.
Direct Channels
With direct channels, the firm sells directly to foreign distributors, retailers, or trading companies. Direct sales can also be made through agents located in a foreign country. Direct exporting can be expensive and time consuming.
Capability: Lack of capability on the part of the direct channels may force the firm to choose indirect channels.
Marketing Environment
The use of direct channels is more likely in countries that are more similar in culture to the exporters home country. The use of direct channels is usually favored if It is made mandatory by the legal framework of the importing country.
Overseas Agents
Overseas Distributors
Overseas Agents
Overseas agents are independent sales representatives of various noncompeting suppliers. They are residents of the country or region where the product is sold and usually work on commission basis, pay their own expenses, and assume no financial risks or responsibility. Overseas agents are used when firms intends to Sell products to smaller markets that do not attract distributors interest Market to distinct individual customers (custom-made for individuals or projects) Sell heavy equipment or big ticket items Solicit public or private bids
Overseas Distributors
These are the independent merchants that import products for resale and are compensated by the markup they charge their customers. They take delivery of and title to the goods and have contractual arrangements with the exporters as well as the customers. Some of the disadvantages of using overseas distributors are Loss of control over marketing and pricing Limited access to or feedback from customers Limited opportunity to learn international business and foreign markets Dealer protection legislation in many countries that may make it difficult and expensive to terminate relationships with distributors (fore example: Japan)
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