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.
Vocabulary.
English prepositions.
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’s 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’s because we would have to deal with many intermediaries.
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: I don’t know. I like the first one, but I don’t know how profitable it is.
Hhhhmmm, well. What do you think?
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.
1 Buhalis, D. y Laws, E. (2001). Tourismo distribution channels. Cornwall, Reino Unido: Thomson Learning.
Preguntas:
a. Three.
b. Two.
c. Five.
d. Four.
2. Intermediaries make:
a. Process of exchange.
b. Transactions routine.
c. New members.
d. Assortments.
KIND OF
PRODUCT MARK CHARACTERISTICS COST DISTRIBUTION DISTRIBUTION
CHANEL STRATEGY
Criterios de evaluación
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