Task Nine International Distribution Strategy（课件）- 《国际市场营销实务》同步教学（对外经贸大学·2011）

International Distribution Strategy Task Nine Marketing channel of distribution, also called marketing channel or distribution channel consists of a number of interdependent organizations involved in the process of making product or service available for use or consumption by consumers or industrial users. I Introduction to International Distribution System 2.1 The Components of International Distribution Channels Manufacturers (2) Consumers and End-Users (3) Intermediaries 2. Overview of International Distribution Channel Structure 2.2 Different International Distribution Systems 3. Distribution System of Some China’s Major Trade Partners II Establishment of the International Distribution Channel Considering Determinants of Channel Decisions 1.1 Product Price Weight and Volume Fashion of Products Look at Mini Case 9.1 Considering Determinants of Channel Decisions 1.1 Product The Nature of Products Technical Requirements Standardized Products and Customized Products Product Life Cycle Product Mix 1.2 Company Features Company Scale Look at Mini-Case 9.2 Marketing Ability Service Capacity 1.3 Market Situation Market Capacity and Concentration Competitors Customer Purchasing Habits Look at Mini-Case 9.3 Marketing Environment 2. Setting Channel Objectives After international marketers have examined the factors that affect the decision of international distribution, they will set the channel objectives according to the situation. 3. Identifying the International Intermediaries (characteristics and functions) 3.1 Major Alternatives Export Intermediary Export Merchant Export Agent 3. Identifying the International Intermediaries 3.1 Major Alternatives (2) Import Intermediary Import Merchant Import Agent (3) Overseas Wholesaler and Retailer 4. Designing the Structure of International Distribution Channel After we have evaluated the different types of intermediaries and find out their characteristics and functions, we now decide the number/structure of intermed