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Customers

Marketing Channel Alternatives: Consumer Products. M. W. R. M. M. M. M. M. MSF. Agents or Brokers. MSF. MSF. Door to door. Internet, mail order, interactive TV. Manufacturer-owned stores. W. W. Consignment to part-time salespersons. House party. R. R. R. R. Customers.

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Customers

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  1. Marketing Channel Alternatives: Consumer Products M W R M M M M M MSF Agents or Brokers MSF MSF Door to door Internet, mail order, interactive TV Manufacturer-owned stores W W Consignment to part-time salespersons House party R R R R Customers M=Manufacturer W=Wholesaler MSF=Manufacturer’s sales force R=Retailer

  2. Top 25 Global Retailers (1999 sales; $ millions)

  3. Global Retailing Categories Fewer Categories Benetton, IKEA (A) Toys “R” Us (C) Manufacturer brands focus Own-label focus Marks & Spencer (B) Carrefour (D) Many Categories

  4. Global Retailing Market Entry Strategy Framework Culturally Close Organic (D) Chain Acquisition (A) Easy to enter Difficult to enter Franchise (C) Joint Venture (B) Culturally Distant

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