Marketing bán hàng - Chapter 12: Channels of distribution

Chapter 12Channels of Distribution Chapter OutlineDirect and Indirect Selling ChannelsTypes of Intermediaries: Direct ChannelTypes of Intermediaries: Indirect ChannelChannel DevelopmentChannel AdaptationChannel Decisions Chapter Outline Determinants of Channel Types- Legal Requirements- Product Image- Product Characteristics- Middlemen's Loyalty and Conflict- Local Customs- Power and Coercion- ControlChapter OutlineDistribution in JapanSelection of Channel MembersRepresentation Agreement and TerminationBlack MarketGray MarketDistribution of Services Direct & Indirect Selling Channels INDIRECT SELLING CHANNELS- selling through home-country intermediaries- simple and inexpensive- lack of marketing controlDirect & Indirect Selling ChannelsDIRECT SELLING CHANNELS- direct contact with overseas intermediaries or consumers- requiring more time and cost- better controlAgent vs. Merchant Taking possession vs. taking title (ownership)Compensation: profit/loss vs. fee/commissionEmployee vs. independent contractorAgent may or may not take possessionnever taking titlecompensation: commissionmore difficult to terminate relationshipsMerchant may or may not take possessionalways taking titlecompensation: profit/losseasier to terminate relationshipsTypes of Intermediaries: Direct ChannelForeign DistributorForeign RetailerState-Controlled Trading CompanyEnd UserTypes of Intermediaries: Indirect ChannelExport BrokerManufacturer's Export Agent or Sales RepresentativeExport Management Company (EMC)Cooperative ExporterPurchasing/Buying AgentCountry-Controlled Buying Agent Types of Intermediaries:Indirect Channel Resident BuyerExport MerchantExport Drop ShipperExport DistributorTrading Company Channel DecisionsChannel lengthNumber of times a product changes hands among intermediariesChannel widthNumber of middlemen at a particular point in the channelNumber of channelsSingle channel vs. dual/multiple channelsDeterminants of Channel TypesLegal RequirementsProduct ImageProduct CharacteristicsMiddlemen's Loyalty and ConflictLocal CustomsPower and CoercionControlRepresentation Agreement and Termination paying attention to agency termination laws having agreements in writingavoiding evergreen contract Gray Market CausesPrice differentialLegal DimensionProtecting independent U.S. trademark ownerEthical DimensionProduct QualityGray Marketing: Manufacturers’ StrategiesIdentifying and punishing offendersEducating consumersStandardized worldwide priceMultiple brands