ACTIVIDAD DE APRENDIZAJE 4

Workshop “Distribution channels”

EVIDENCIA 2

Presentado por:

Ana Yancy Arboleda

Presentado a: Laura Sofia cuervo

SERVICIO NACIONAL DE APRENDIZAJE SENA

Negociación Internacional
No. Ficha 1792959
Año 2019
Conocer en qué consiste la selección de los canales de distribución y manejar este
tema en el idioma inglés le permite ampliar el campo de acción hacia otros países
de cualquier empresa que desee exportar un producto o servicio y con ello aumentar
sus ingresos; en caso de contar con clientes o socios de habla inglesa.

Por lo anterior y para desarrollar esta evidencia, consulte el material de formación

denominado Distribution channels y los siguientes materiales complementarios:

 Vocabulary.

 English prepositions.

Luego de estas consultas, resuelva el siguiente taller en inglés:

1. Lea cuidadosamente la siguiente conversación:

Susan: Good morning Mr. White.

Mr. White: Good morning, Ms. Susan. Can we start the meeting?
Susan: Of course, Mr. White. I have the options on the board.

Mr. White: That is good. Remember, we need to choose the most suitable
distribution strategy for our products.

Susan: We have three strategies: Intensive, exclusive and selective. Intensive

strategy pretends to reach the largest possible number of POS (Point of Sale),
but unfortunately, it’s difficult to control. That is because we would have to deal
with many intermediaries.

Mr. White: What about the exclusive strategy?

Susan: It’s different from the first one. Only it’s necessary one POS by each
geographic area, no matter if it’s retailer or wholesaler.

Mr. White: Sounds god to me. And the last one?

Susan: Well, it’s the selective strategy. It’s the intermediate strategy between the
other ones.

Mr. White: I don’t know. I like the first one, but I don’t know how profitable it is.
Hhhhmmm, well. What do you think?

Susan: Well, I consider that the selective strategy is the best.

Mr. White: You’re right. Well done.

 Susan: Thanks, Mr. White.

2. Responda T si es verdadero o F si es falso.

a. The Company product is a cake.

T ( ) F (X)

b. The meeting objective is to choose the product’s price.

T ( ) F (X)

c. Susan proposes three distribution strategies.

T (X) F ( )

d. The selective strategy pretend to reach many POS.

T ( ) F (X)

e. The exclusive strategy is difficult to control.

T ( ) F (X)

f. Mr. White chooses the intensive strategy.

T ( ) F (X)

3. Lea el siguiente texto y responda las preguntas planteadas posteriormente:

Economic aspects – understanding of cannel emergence

Economic reasons are the foremost determinant of channel structure.

The emergence of the wide variety of intermediaries can be explained
in terms of four logically related steps in an economic process:

 Intermediaries can increase the efficiency of the process of

exchange,
 They align the quantities and assortments produced with the
quantities and assortments consumed,
 They make transactions routine, and
 They facilitate the searching process.
 Dependence and cooperation

Each member of a distribution channel is dependent upon the

behaviour of other channel members. Four different approaches have
been used to assess dependence levels in channel relationships:

 The ‘sales and profit’ approach, which postulates that the larger
the percentage of sales and profit contributed by the source firm,
the greater the target’s dependence on the source.

 The ‘role performance’ approach, which assesses the firm’s role

performance in carrying out its role in relation to another company
down or up the channel.

 The ‘specific assets –offsetting investment’ approach, which

maintains that offsetting investments help to safeguard the target
company against opportunism by the source.

 The ‘trust’ approach, in which a long-term relationship is built on

the extent to which companies trust one another.1

Preguntas:

1. The raise of such many intermediaries, are explained in _d steps.

a. Three.
b. Two.
c. Five.
d. Four.

2. Intermediaries make:

a. Process of exchange.
1Buhalis, D. y Laws, E. (2001). Tourismo distribution channels. Cornwall, Reino Unido: Thomson
Learning.
 b. Transactions routine.
c. New members.
d. Assortments.

3. A member of a distribution channel depends on:

a. Other channel members.

b. The retailers.
c. The wholesalers.
d. Intermediaries.

4. The ‘trust’ approach is based on:

a. The role of another company.

b. The percentage of sales.
c. How much companies trust each other.
d. Channel members.

5. The ‘role performance’ approach assesses:

a. The firm’s role performance.

b. The other channel members’ behavior.
c. Retailers.
d. Wholesalers.

4. Describa en inglés un producto de su preferencia, asígnele una marca y presente,

tanto las características como los costos de dicho producto, luego seleccione un
canal y tipo de estrategia de distribución según la clase de producto.
 KIND OF
PRODUCT MARK CHARACTERISTICS COST DISTRIBUTION DISTRIBUTION
CHANEL STRATEGY

Milo is the chocolate malt

beverage products Milo offers
essential vitamins and
minerals:
Calcium for strong bones
and teeth 16.000 wholesale channel
Iron to carry oxygen to the intensive distribution
cells of the body.
Vitamin A for healthy eye
sight
Vitamins B1 and B2 to help
release energy from food.
Vitamin C to keep the skin
and gums in good shape.

https://www.nestle.com/brands/allbrands/milo_foodservice