INTERNATIONAL CHANNEL PERSPECTIVES

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Presentation transcript:

INTERNATIONAL CHANNEL PERSPECTIVES THE ENVIRONMENT BEHAVIORAL PROCESSES CHANNEL DESIGN MOTIVATING CHANNEL MEMBERS

THE ENVIRONMENT Economic Competitive Socio-cultural Technological Legal/Political

THE DEVELOPMENT OF ALTERNATIVE CHANNEL STRUCTURES INDIRECT EXPORTING  Casual Exporting  Trading Companies  Trade Intermediaries (Export Management Companies)  Cooperative or Piggybacking DIRECT EXPORTING  Foreign Distributors  Foreign Agents  Overseas Marketing Subsidiary

STEPS IN CHANNEL DESIGN Recognize need for decisions Set and coordinate distribution objectives Specify the distribution tasks Develop alternative channel structures Evaluate the relevant variables Choose the “best” channel structure Select the channel members

EVALUATING VARIABLES AFFECTING CHANNEL STRUCTURE MARKET VARIABLES PRODUCT VARIABLES COMPANY VARIABLES MIDDLEMEN VARIABLES ENVIRONMENTAL VARIABLES BEHAVIORAL VARIABLES

MOTIVATING INTERNATIONAL CHANNEL MEMBERS FINDING OUT NEEDS AND PROBLEMS SUPPORTING FOREIGN CHANNEL MEMBERS LEADING FOREIGN CHANNEL MEMBERS