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Download International Market- ing Channels- Cateora Main idea Channel of
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International Marketing Channels- Cateora Identify specific target markets within and across countries Specify marketing goals in terms of volume, market share and profit margin Specify financial and personnel commitments to the development of international distribution If marketing goals are to be achieved, a product must be accesible to the target market at affordable price Factors to consider prior to channel selection Main idea Getting the product to the target market can be a costly process. Distribution structure is key Making the right channel decision is crucial Identify control, lenght of channels, terms of sale and channel ownership fixed supply of goods capital requirements and cash-flow patterns associated with a type of middlemen selling at high prices the capital or investment cost of developing the channel Import-oriented distribu- small number of customers tion structure Kinds of channel Cost demand exceeds supplythe importer-wholesaler traditionally performs most marketing functions the continuing cost of maintaining it Channel of distribution structures structure dominated by many small midllemen dealing with many small retailers the channel members´ behavior is the result of interactions among the cultural environments and marketing process inventory financing channel control by manufacturers thru Japanese distribution structure- high density of middlemen cumulative rebates merchandise returns promotional support business philosophy shaped by unique culture laws that protect the foundation of the system: the small retailer Walmart and deregulation are causing some change in Japanese dist. prcatices direct marketing New trendsDistribution structures door-to-door selling Multinational marketers are innovating hypermarkets internet no frontiers size pattern (large retailer chains) direct-marketing resistance to change apple Retail Patterns Manufacturer´s retail store disney benetton Distribution patterns Walmart Global retailers Ikea Costco Wholesaler Exports management company or company sales force important middleman for firms with small int´l volume