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    Global Marketing Channels: BY: Natalia, Christy

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    christy natalia
    This document discusses global marketing channels and distribution strategies. It outlines the objectives of marketing channels as creating utility for customers through place, time, form, and information utility. Channel strategies can involve direct involvement through owned sales forces and retail stores, or indirect involvement through independent agents, distributors, and wholesalers. When developing a channel strategy, companies must consider customer characteristics, product characteristics, middleman characteristics, and environmental factors as constraints. The document also describes different distribution channel structures for consumer and industrial products, as well as global retailing formats. It notes that channel innovation typically occurs in more developed markets and can be accelerated by aggressive firms. When entering new markets, companies must either use established channels, build their own, or provide

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    Global Marketing Channels: BY: Natalia, Christy

    Uploaded by

    christy natalia
    96 views16 pages
    This document discusses global marketing channels and distribution strategies. It outlines the objectives of marketing channels as creating utility for customers through place, time, form, and information utility. Channel strategies can involve direct involvement through owned sales forces and retail stores, or indirect involvement through independent agents, distributors, and wholesalers. When developing a channel strategy, companies must consider customer characteristics, product characteristics, middleman characteristics, and environmental factors as constraints. The document also describes different distribution channel structures for consumer and industrial products, as well as global retailing formats. It notes that channel innovation typically occurs in more developed markets and can be accelerated by aggressive firms. When entering new markets, companies must either use established channels, build their own, or provide

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    This document discusses global marketing channels and distribution strategies. It outlines the objectives of marketing channels as creating utility for customers through place, time, form, and information utility. Channel strategies can involve direct involvement through owned sales forces and retail stores, or indirect involvement through independent agents, distributors, and wholesalers. When developing a channel strategy, companies must consider customer characteristics, product characteristics, middleman characteristics, and environmental factors as constraints. The document also describes different distribution channel structures for consumer and industrial products, as well as global retailing formats. It notes that channel innovation typically occurs in more developed markets and can be accelerated by aggressive firms. When entering new markets, companies must either use established channels, build their own, or provide

    Copyright:

    © All Rights Reserved
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    96 views16 pages

    Global Marketing Channels: BY: Natalia, Christy

    Uploaded by

    christy natalia
    This document discusses global marketing channels and distribution strategies. It outlines the objectives of marketing channels as creating utility for customers through place, time, form, and information utility. Channel strategies can involve direct involvement through owned sales forces and retail stores, or indirect involvement through independent agents, distributors, and wholesalers. When developing a channel strategy, companies must consider customer characteristics, product characteristics, middleman characteristics, and environmental factors as constraints. The document also describes different distribution channel structures for consumer and industrial products, as well as global retailing formats. It notes that channel innovation typically occurs in more developed markets and can be accelerated by aggressive firms. When entering new markets, companies must either use established channels, build their own, or provide

    Copyright:

    © All Rights Reserved
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    of 16

    Global Marketing Channels

    BY: Natalia, Christy


    Global Marketing Channels
     Channel objectives & constraints
    Marketing channels exist to create utility for customers
     Channel Utility:
    o Place utility – availability of a product or service in a location
    that is convenient to a potential
    o Time utility – availability of a product or service when desired by
    a customer
    o Form utility – availability of the product processed, prepared, in
    proper condition and ready to use
    o Information utility – availability of answer to questions and
    general communication about useful product features and
    benefits
    Channel strategy

    o Direct involvement.
     Own sales force.
     Retail stores.
    o Indirect involvement.
     Independent agents,
    distributors, wholesalers.
    Channels strategy
    Company objective is constraint by
    several factors.

    o Customer characteristics.
     Number, geographic distribution,
    income, shopping habits &
    reactions to different selling
    methods.
     Industrial product, Mass market
    product.
    Company objective is constraint by
    several factors.

    o Product characteristics.
     Degree of standardization,
    perish ability, bulk, service
    requirements & unit price.
    Company objective is constraint by
    several factors.

    o Middleman characteristics.
     Middleman are in business to
    maximize their own product.
     Reluctance in building a market
    for new product.
     Distributive incentive.
    Company objective is constraint by
    several factors.

    o Environmental characteristics.
     Economic
     Social
     political environment
    Distribution channels structure.

    • Distribution is the physical flow of


    goods through channels
    • Channels are made up of a coordinated
    group of individuals or firms that
    perform functions that add utility to a
    product or service
    Distribution channels structure.

     Consumer products.
    o Door to door selling
    o Manufacturer’s own stores
    o Franchise operations
    Distribution channels structure.

     Industrial products
    – Industrial goods are based on the
    demand for the consumer goods they help
    to produce. Industrial goods are classified
    as either production goods or support
    goods. 
    Distribution channels structure.

     Global retailing.
    o Hyper markets.
    o Mass merchandisers.
    o Discount stores
    o Outlet stores
    o Super markets.
    o Department stores.
    International channel
    innovation.
     Observations.
     Innovation takes place only in the most
    highly developed systems.
     The ability of the system to successfully
    adapt innovations is directly related to
    economic development.
     Environmental constraints.
     Adaptation is greatly accelerated by
    aggressive individual firms.
    Channel strategy for new market
    entry.
     Company must use established channels.
     Build it’s own channels.
     Provide special incentives to independent
    channel agents.
     Establishing direct distribution in a new
    market can also be expensive.
     Expense of direct sales force acts as a
    deterrent to establish direct distribution.
    THANK YOU

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