《国际市场营销学》第13章分销策略课件及选做作业.ppt

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1、第十三章第十三章 国际市场国际市场分销策略分销策略 Placing Strategies for International Markets一一.Definition of Placing(Distributing)Strategies二二.A decision of choosing the most suitable ways or channels 三三.to send products from manufacturers or supply services 四四.from the providers to end users with big quantity,fast 五五.sp

2、eed and economical expenses in order to occupy and 六六.enlarge the markets steadily.七七.为了稳定地占领市场并扩大市场，生产或服务企为了稳定地占领市场并扩大市场，生产或服务企业通业通八八.过选择最适合的途径或渠道把产品以大量、快速和过选择最适合的途径或渠道把产品以大量、快速和经济经济九九.的方式送达给最终用户的决策。的方式送达给最终用户的决策。Manufacturer end userServices provider end user菲佣菲佣第十三章第十三章 国际市场国际市场分销策略分销策略Placing St

3、rategies for International MarketsQuestions in Class1.What products do you have in your company?2.As an international marketing enterprise,how will you sell your products to the end users in foreign countries?Through an importer and then a retail stores,or through a big foreign supermarket directly?

4、作为国际营销企业，你如何把产品卖给国外最终用作为国际营销企业，你如何把产品卖给国外最终用 户户,通过进口商转零售商，还是通过一家大的超市？通过进口商转零售商，还是通过一家大的超市？第十三章第十三章 国际市场国际市场分销策略分销策略Placing Strategies for International Markets1.二二.Modes of International Placing Channels2.Please refer to Page 266.3.三三.Comparison of International Channel Structures4.Among multi natio

5、ns and with different products5.Please refer to Page 2672696.四四.Members in International Placing Channels7.Please refer to Page 2698.（一）（一）Export Middlemen9.第十三章第十三章 国际市场国际市场分销策略分销策略Placing Strategies for International Markets（一）一）Export Middlemen P270-272 1.Exporters:It is a company which buys prod

6、ucts from domestic market and then re-sell the products to foreign buyers.例如：广东省土特产进出口公司向新疆某三个农场例如：广东省土特产进出口公司向新疆某三个农场 同时购买共同时购买共100100吨葡萄干出口到土耳其。吨葡萄干出口到土耳其。第十三章第十三章 国际市场国际市场分销策略分销策略Placing Strategies for International Markets（一）（一）Export Middlemen P270-272 2.Export Agent:It neither needs to buy exp

7、ort products nor owns products possession,but only obliges the principal to sell the products to the foreign markets as per the conditions stipulated in the contract.例如：顺德某农民养殖了例如：顺德某农民养殖了1 1万条鱼要出口到香港水产万条鱼要出口到香港水产 品批发市场，请广州水产进出口公司代办出品批发市场，请广州水产进出口公司代办出 口货物过程和收取货款手续等。口货物过程和收取货款手续等。第十三章第十三章 国际市场国际市场分销

8、策略分销策略Placing Strategies for International Markets Ten mistakes usually in foreign trade companies Please read the linked information on page 272 and answer the following questions:1.Will you make the same mistakes in your company?2.And which mistakes are easiest for you to make?3.How to avoid above

9、 mistakes?第十三章第十三章 国际市场国际市场分销策略分销策略Placing Strategies for International Markets（二）（二）Import Middlemen P272-273 1.Ordinary importer:A company which buys products from exporters and then re-sells them in his local markets with no more limitations to the exporters other marketing activities.2.Exclusive

10、 importer:A company which accepts to buy the exporters products in big quantity with the condition that exporter can sell the products only to him but not to any other buyers in the stipulated markets where he is dealing.第十三章第十三章 国际市场国际市场分销策略分销策略Placing Strategies for International Markets 实操中常见的两种进

11、口商实操中常见的两种进口商 1.普通进口商：向出口商购买产品并对出口商更多普通进口商：向出口商购买产品并对出口商更多 的营销活动没有什么限制。的营销活动没有什么限制。2.独家进口商：向出口商购买产品并规定出口商只独家进口商：向出口商购买产品并规定出口商只 能把产品卖给独家进口商，而不能将其产品卖给能把产品卖给独家进口商，而不能将其产品卖给 独家进口商所在的市场的其它任何客商。独家进口商所在的市场的其它任何客商。I dont care you sell your products to other buyers in my market,I only want you to give me th

12、e lowest priceNo,you can not sell your products to my market.Only exclusive importer interests me 第十三章第十三章 国际市场国际市场分销策略分销策略Placing Strategies for International MarketsQuestions in Class1.1.What special products do you have in 2.your company?3.2.When you have such a buyer who is only 4.interested in

13、exclusive importer,what are 5.you going to do with him?第十三章第十三章 国际市场国际市场分销策略分销策略Placing Strategies for International Markets 五五.Channels Strategies for International Placing P276-P279（一）（一）Factors which infect enterprises to choose the international placing channels cost,capital,control,coverage,cha

14、racter and continuity第十三章第十三章 国际市场国际市场分销策略分销策略Placing Strategies for International Markets五五.Channels Strategies for International Placing P279（二）（二）Strategies for international placing length How many levels of importers or distributors do you need in order to sell your products to end users?The mo

15、re distribution levels you need,the longer placing length you will have.In case your products are for all persons or for all families you can choose long length strategy,otherwise the shorter the better.Back to P266第十三章第十三章 国际市场国际市场分销策略分销策略Placing Strategies for International Markets五五.Channels Stra

16、tegies for International Placing P280（三）（三）Strategies for international placing width For one foreign market,if the exporter only chooses one or two importers at first level to distribute his products,we say its placing width is narrow.exporterimporterimporterexporterimporter独家分销独家分销选择性分销选择性分销第十三章第十

17、三章 国际市场国际市场分销策略分销策略Placing Strategies for International Markets五五.Channels Strategies for International Placing P280（三）（三）Strategies for international placing width How many importers or distributors in each level do you need in order to sell your products to end users?The more distributors in each

18、level you need,the wider placing width you will have.第十三章第十三章 国际市场国际市场分销策略分销策略Placing Strategies for International Markets五五.Channels Strategies for International Placing P280（三）（三）Strategies for international placing width For one foreign market,if the exporter chooses many importers at first level

19、 to distribute his products,we say its placing widths are wide.exporterimporter广泛分销广泛分销importer importer importerimporterimporterimporter第十三章第十三章 国际市场国际市场分销策略分销策略Placing Strategies for International Markets六六.How To Select Foreign Middleman P281He must be faithful,powerful and professional.His market must be reachable and spreadable.第十三章第十三章 国际市场国际市场分销策略分销策略Placing Strategies for International MarketsPreference Exercises after Class1.1.What features do your products have?2.2.What placing strategies are you going to take for3.your products to Europe?How about Asia?And4.How about Middle East?