文档介绍：国际营销渠道 International Marketing Channels
1
Learning Objectives
1. The variety of distribution channels and how they affect cost and efficiency in marketing
2. The Japanese distribution structure and what it means to Japanese customers and peting importers of goods
3. How distribution patterns affect the various aspects of international marketing
2
Learning Objectives
4. The growing importance of merce as a distribution alternative
5. The functions, advantages, and disadvantages of various kinds of middlemen
6. The importance of middlemen to a product’s ess and the importance of selecting and maintaining middlemen
3
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 work with many channel choices
In some markets the distribution structure is multi-layered, complex, inefficient, even petitive advantage will reside with the marketer best able to build the most efficient channel
4
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 users
Within this structure are a variety of middlemen whose customary functions, activities, and services reflect petition, market characteristics, tradition, and economic development
Channel structures range from those with little developed marketing infrastructure such as those found in many emerging markets to the plex, multi-layered system found in Japan
Channel-of-Distribution Structures
5
国际市场营销渠道是指产品或劳务从生产企业向国外消费者或用户转移所须经过的途径以及与此有关的企业或个人。
它是商品所有权转移所经过的通道,具体包括:企业内部的销售组织机构、各种类型的中间商、直到最终消费者或用户在内的链条般的结构。
利用销售渠道的中心任务,是要使商品通过最有效率、最节省费用的渠道及时的送到消费者或用户的手中。
6
国际市场营销渠道策略涉及两个问题: