《國際市場營銷學(xué)》第13章 分銷策略 及選做作業(yè)

第十三章

國際市場分銷策略

PlacingStrategiesforInternationalMarketsDefinitionofPlacing(Distributing)StrategiesAdecisionofchoosingthemostsuitablewaysorchannelstosendproductsfrommanufacturersorsupplyservicesfrom

theproviderstoenduserswithbigquantity,fastspeed

and

economicalexpensesinordertooccupyandenlargethemarketssteadily.

為了穩(wěn)定地占領(lǐng)市場并擴(kuò)大市場，生產(chǎn)或服務(wù)企業(yè)通過選擇最適合的途徑或渠道把產(chǎn)品以大量、快速和經(jīng)濟(jì)的方式送達(dá)給最終用戶的決策。編輯pptManufacturerenduser編輯pptServicesproviderenduser菲傭編輯ppt第十三章國際市場分銷策略

PlacingStrategiesforInternationalMarketsQuestionsinClass1.Whatproductsdoyouhaveinyourcompany?2.Asaninternationalmarketingenterprise,howwillyousellyourproductstotheendusersinforeigncountries?Throughanimporterandthenaretailstores,orthroughabigforeignsupermarketdirectly?

作為國際營銷企業(yè)，你如何把產(chǎn)品賣給國外最終用戶,通過進(jìn)口商轉(zhuǎn)零售商，還是通過一家大的超市？編輯ppt第十三章國際市場分銷策略

PlacingStrategiesforInternationalMarkets二.ModesofInternationalPlacingChannelsPleaserefertoPage266.三.ComparisonofInternationalChannelStructuresAmongmultinationsandwithdifferentproductsPleaserefertoPage267—269四.MembersinInternationalPlacingChannelsPleaserefertoPage269（一）ExportMiddlemen

編輯ppt第十三章國際市場分銷策略

PlacingStrategiesforInternationalMarkets（一）ExportMiddlemenP2702721.Exporters:Itisacompanywhichbuysproductsfromdomesticmarketandthenre-selltheproductstoforeignbuyers.

例如：廣東省土特產(chǎn)進(jìn)出口公司向新疆某三個(gè)農(nóng)場同時(shí)購買共100噸葡萄干出口到土耳其。編輯ppt第十三章國際市場分銷策略

PlacingStrategiesforInternationalMarkets（一）ExportMiddlemenP2702722.ExportAgent:Itneitherneedstobuyexportproductsnorownsproductspossession,butonlyobligestheprincipaltoselltheproductstotheforeignmarketsaspertheconditionsstipulatedinthecontract.例如：順德某農(nóng)民養(yǎng)殖了1萬條魚要出口到香港水產(chǎn)品批發(fā)市場，請(qǐng)廣州水產(chǎn)進(jìn)出口公司代辦出口貨物過程和收取貨款手續(xù)等。編輯ppt第十三章國際市場分銷策略

PlacingStrategiesforInternationalMarketsTenmistakesusuallyinforeigntradecompaniesPleasereadthelinkedinformationonpage272andanswerthefollowingquestions:1.Willyoumakethesamemistakesinyourcompany?2.Andwhichmistakesareeasiestforyoutomake?3.Howtoavoidabovemistakes?編輯ppt第十三章國際市場分銷策略

PlacingStrategiesforInternationalMarkets（二）ImportMiddlemenP2722731.Ordinaryimporter:Acompanywhichbuysproductsfromexportersandthenre-sellstheminhislocalmarketswithnomorelimitationstotheexporters’othermarketingactivities.2.Exclusiveimporter:Acompanywhichacceptstobuytheexporter’sproductsinbigquantitywiththeconditionthatexportercanselltheproductsonlytohimbutnottoanyotherbuyersinthestipulatedmarketswhereheisdealing.編輯ppt第十三章國際市場分銷策略

PlacingStrategiesforInternationalMarkets

實(shí)操中常見的兩種進(jìn)口商1.普通進(jìn)口商：向出口商購買產(chǎn)品并對(duì)出口商更多的營銷活動(dòng)沒有什么限制。

2.獨(dú)家進(jìn)口商：向出口商購買產(chǎn)品并規(guī)定出口商只能把產(chǎn)品賣給獨(dú)家進(jìn)口商，而不能將其產(chǎn)品賣給獨(dú)家進(jìn)口商所在的市場的其它任何客商。編輯pptIdon’tcareyousellyourproductstootherbuyersinmymarket,Ionlywantyoutogivemethelowestprice編輯pptNo,youcannotsellyourproductstomymarket.Onlyexclusiveimporterinterestsme編輯ppt第十三章國際市場分銷策略

PlacingStrategiesforInternationalMarketsQuestionsinClass

1.Whatspecialproductsdoyouhaveinyourcompany?2.Whenyouhavesuchabuyerwhoisonlyinterestedinexclusiveimporter,whatareyougoingtodowithhim?編輯ppt第十三章國際市場分銷策略

PlacingStrategiesforInternationalMarkets五.ChannelsStrategiesforInternationalPlacingP276P279（一）Factorswhichinfectenterprisestochoosetheinternationalplacingchannelscost,capital,control,coverage,characterandcontinuity編輯ppt第十三章國際市場分銷策略

PlacingStrategiesforInternationalMarkets五.ChannelsStrategiesforInternationalPlacingP279（二）Strategiesforinternationalplacinglength

Howmanylevelsofimportersordistributorsdoyouneedinordertosellyourproductstoendusers?Themoredistributionlevelsyouneed,thelongerplacinglengthyouwillhave.Incaseyourproductsareforallpersonsorforallfamiliesyoucanchooselonglengthstrategy,otherwisetheshorterthebetter.BacktoP266編輯ppt第十三章國際市場分銷策略

PlacingStrategiesforInternationalMarkets五.ChannelsStrategiesforInternationalPlacingP280（三）Strategiesforinternationalplacingwidth

Foroneforeignmarket,iftheexporteronlychoosesoneortwoimportersatfirstleveltodistributehisproducts,wesayitsplacingwidthisnarrow.exporterimporterimporterexporterimporter獨(dú)家分銷選擇性分銷編輯ppt第十三章國際市場分銷策略

PlacingStrategiesforInternationalMarkets五.ChannelsStrategiesforInternationalPlacingP280（三）Strategiesforinternationalplacingwidth

Howmanyimportersordistributorsineachleveldoyouneedinordertosellyourproductstoendusers?Themoredistributorsineachlevelyouneed,thewiderplacingwidthyouwillhave.

編輯ppt第十三章國際市場分銷策略

PlacingStrategiesforInternationalMarkets五.ChannelsStrategiesforInternationalPlacingP280（三）Strategiesforinternationalplacingwidth

Foroneforeignmarket,iftheexporterchoosesmanyimportersatfirstleveltod