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Chapter 14

Chapter 14. International Marketing Channels. Chapter Learning Objectives. The variety of distribution channels and how they affect cost and efficiency in marketing The Japanese distribution structure and what it means to Japanese customers and to competing importers of goods

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Chapter 14

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  1. Chapter 14 International Marketing Channels

  2. Chapter Learning Objectives • The variety of distribution channels and how they affect cost and efficiency in marketing • The Japanese distribution structure and what it means to Japanese customers and to competing importers of goods • How distribution patterns affect the various aspects of international marketing • The growing importance of online as a distribution alternative • The functions, advantages, and disadvantages of various kinds of middlemen • The importance of middlemen to a product’s success and the importance of selecting and maintaining middlemen

  3. Global Perspective • A product must be made accessible to the target market at an affordable price. • 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 marketer. • Competitive advantage will reside with the marketer best able to build the most efficient channel from among the available alternatives.

  4. Channel-of-Distribution Structures • All consumer and industrial products eventually go through a distribution process. • Physical handling and distribution of goods • Passage of ownership (title) • Buying and selling negotiations between producers and middlemen • Buying and selling negotiations between middlemen and customers • Each country market has a distribution structure through which goods pass from producer to user.

  5. Import-Oriented Distribution Structure • Demand exceeds supply • The customer seeks the supply from a limited number of middlemen • Distribution systems are local • Few countries fit the import-oriented model today. In an import-oriented or traditional distribution structure, an importer controls a fixed supply of goods and the marketing system develops around the philosophy of selling a limited supply of goods at high prices to a small number of affluent customers.

  6. Japanese Distribution Structure • A structure dominated by many small middlemen dealing with many small retailers. • Channel control by manufacturers. • A business philosophy shaped by a unique culture. • Laws that protect the foundation of the system-the smaller retailers

  7. Comparison of Distribution Channels between the United States and Japan

  8. High Density of Middlemen • Not unusual for consumer goods to go through three or four intermediaries before reaching the consumer. • In Japan, small stores account for 57.7 per cent of retail food sales. • In the US, small stores generate 19.2 per cent of food sales. • Japan has a large number of independent groceries and bakers, unlike America with an emphasis on supermarkets, discount food stores and department stores.

  9. Channel Control • Inventory financing – sales made on consignment. • Cumulative rebates – given for quantity purchases, early payments, etc. • Merchandise returns – unsold merchandise may be returned. • Promotional support – intermediaries receive support.

  10. Business Philosophy • Emphasises loyalty, harmony and friendship. • Supports long-term dealer-supplier relationships that are difficult to change. • The cost of Japanese consumer goods are among the highest in the world. • Japanese law gives the small retailer enormous advantage over the development of larger stores.

  11. Large-Scale Retail Store Law and Its Successor • Daitenho – the Large-Scale Retail Store Law: • Large stores must have approval from the prefecture government • All proposals first judged by the Ministry of International Trade and Industry (MITI) • Then, if all local retailers unanimously agreed, the plan was approved • Could be a lengthy process • Applied to both domestic and foreign companies. • Replaced by the Large-Scale Retail Store Location Act of June 2000: • MITI out of the process • Relaxed restrictions.

  12. Changes in the Japanese Distribution System • Structural Impediments Initiative • Deregulation • Wal-Mart • ‘New’ retailers • The internet • Konbini, as convenience stores are called in Japan, are among those retailers bringing about a revolution in Japanese retailing. Besides the traditional array of convenience goods, konbini are adding an internet feature whereby customers can pay bills, bank or purchase travel packages, music and merchandise on in-store terminals or over the internet at home. Seven-Eleven Japan, with 8000 outlets, has a joint venture with www.7dream.com.

  13. Trends: From Traditional to Modern Channel Structures • European retailers merging with former competitors and other countries to form Europe-wide enterprises. • Foreign retailers attracted by the high margins and prices. • The internet may be the most important trend affecting distribution. • Covisint • GlobalNetXchange • E-commerce • 7-Eleven competes with FedEx and UPS.

  14. Distribution Patterns • General patterns • middlemen services • line breadth • costs and margins • channel length • nonexistent channels • blocked channels • stocking • power and competition.

  15. Distribution Patterns (cont.) • Retail patterns • Size patterns • Direct marketing • Direct selling in China • $6.1bn China’s direct selling market is now the fourth largest globally • 56.4 per cent of all direct sales in China are generated by the growing vitamins and dietary supplement products sector • Amway Accounts for 46 per cent of all direct sales in China and is by far the biggest player • Amway won a direct sales licence in China in December 2006. • Resistance to change.

  16. Alternative Middleman Choices • Seller must exert influence over two sets of channels: • one in the home country • one in the foreign-market country • Agent middlemen – represent the principal rather than themselves. • Merchant middlemen – take title to the goods and buy and sell on their own account.

  17. Home-Country (Domestic) Middlemen • manufacturer’s retail stores • global retailers • export management companies • trading companies • complementary marketers • manufacturer’s export agent • home-country brokers • buying offices • selling groups • export merchants • export jobbers

  18. Foreign-Country Middlemen • manufacturer’s representatives • distributors • foreign-country brokers • managing agents and compradors • dealers • import jobbers, wholesalers and retailers

  19. Government-Affiliated Middlemen • Marketers must deal with governments in every country of the world. • Products, services and commodities for the government’s own use are always procured through government purchasing offices at federal, regional, and local levels. • Efficiency of public sector versus the private sector.

  20. Factors Affecting Choice of Channels • Identify specific target markets within and across countries. • Specify marketing goals in terms of volume, market share and profit margin requirements. • Specify financial and personnel commitments to the development of international distribution. • Identify control, length of channels, terms of sale and channel ownership. • Cost, Capital requirements, Control, Coverage, Character, Continuity

  21. Locating, Selecting, and Motivating Channel Members • Locating middlemen • Selecting middlemen • screening • the agreement • Motivating middlemen • Terminating middlemen • Controlling middlemen.

  22. The internet • E-commerce is used to market: • Business-to-business (B2B) services • Consumer services • Consumer and industrial products • B2B enables companies to cut costs in three ways: • Reduces procurement costs • Allows better supply-chain management • Makes possible tighter inventory control

  23. Concerns for e-Vendors • Culture • Adaptation • Local contact • Payment • Delivery • Promotion • Burberry, the British design house, in 2010 streamed its women’s runway show live from London. • ‘if anybody can buy a luxury brand, will it keep its cachet and exclusivity?’

  24. Summary • The international marketer has a broad range of alternatives for developing a distribution system. • Three primary alternatives for using agent middlemen: • Agent middlemen • Merchant middlemen • Government-affiliated middlemen • Channel structure may vary from nation to nation or from continent to continent. • Information and advice are available relative to the structuring of international distribution systems. • Traditional channels are being challenged by the Internet, which is becoming an important alternative channel to many market segments.

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