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1、第十三章第十三章 国国际际市市场场分分销策略策略 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.
2、speed and economical expenses in order to occupy and 六六.enlarge the markets steadily. 七七. 为了了稳定地占定地占领市市场并并扩大市大市场，生，生产或服或服务企企业通通八八.过选择最适合的途径或渠道把最适合的途径或渠道把产品以大量、快速和品以大量、快速和经济九九.的方式送达的方式送达给最最终用用户的决策。的决策。编辑pptManufacturer end user编辑pptServices provider end user菲佣菲佣编辑ppt第十三章第十三章 国国际际市市场场分分销策略策略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 dir
4、ectly? 作作为国国际营销企企业，你如何把，你如何把产品品卖给国外最国外最终用用 户, 通通过进口商口商转零售商，零售商，还是通是通过一家大的超市？一家大的超市？编辑ppt第十三章第十三章 国国际际市市场场分分销策略策略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 nati
5、ons 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. 编辑ppt第十三章第十三章 国国际际市市场场分分销策略策略Placing Strategies for International Markets（一）一）Export Middlemen P270-272 1. Exporters: It is a company whic
6、h buys products from domestic market and then re-sell the products to foreign buyers. 例如：广例如：广东省土特省土特产进出口公司向新疆某三个出口公司向新疆某三个农场 同同时购买共共100100吨葡萄干出口到土耳其。吨葡萄干出口到土耳其。编辑ppt第十三章第十三章 国国际际市市场场分分销策略策略Placing Strategies for International Markets（一）（一）Export Middlemen P270-272 2. Export Agent: It neither needs
7、to buy export 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：例如：顺德某德某农民养殖了民养殖了1 1万条万条鱼要出口到香港水要出口到香港水产 品批品批发市市场，请广州水广州水产进出口公司代出口公司代办出出 口口货物物过程和收取程和收取货款手款手续等。等。编辑ppt第十三章第十三章 国国际际市市场场分
8、分销策略策略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
9、 above mistakes?编辑ppt第十三章第十三章 国国际际市市场场分分销策略策略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
10、. 2. Exclusive 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.编辑ppt第十三章第十三章 国国际际市市场场分分销策略策略Placing Strategies for Internationa
11、l Markets 实操中常操中常见的两种的两种进口商口商 1. 普通普通进口商：向出口商口商：向出口商购买产品并品并对出口商更多出口商更多 的的营销活活动没有什么限制。没有什么限制。 2. 独家独家进口商：向出口商口商：向出口商购买产品并品并规定出口商只定出口商只 能把能把产品品卖给独家独家进口商，而不能将其口商，而不能将其产品品卖给 独家独家进口商所在的市口商所在的市场的其它任何客商。的其它任何客商。编辑pptI dont care you sell your products to other buyers in my market, I only want you to give me
12、 the lowest price编辑pptNo, you can not sell your products to my market. Only exclusive importer interests me 编辑ppt第十三章第十三章 国国际际市市场场分分销策略策略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 on
13、ly 4. interested in exclusive importer, what are 5. you going to do with him?编辑ppt第十三章第十三章 国国际际市市场场分分销策略策略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,
14、capital, control, coverage, character and continuity编辑ppt第十三章第十三章 国国际际市市场场分分销策略策略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 se
15、ll your products to end users? The more 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编辑ppt第十三章第十三章 国国际际市市场场分分销策略策略Placing Strateg
16、ies 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 only chooses one or two importers at first level to distribute his products, we say its placing width is narrow. exporterimporte
17、rimporterexporterimporter独家分独家分销选择性分性分销编辑ppt第十三章第十三章 国国际际市市场场分分销策略策略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 pr
18、oducts to end users? The more distributors in each level you need, the wider placing width you will have. 编辑ppt第十三章第十三章 国国际际市市场场分分销策略策略Placing Strategies for International Markets五五. Channels Strategies for International Placing P280（三）（三）Strategies for international placing width For one foreign ma
19、rket, if the exporter chooses many importers at first level to distribute his products, we say its placing widths are wide. exporterimporter广泛分广泛分销importer importer importerimporterimporterimporter编辑ppt第十三章第十三章 国国际际市市场场分分销策略策略Placing Strategies for International Markets六六. . How To Select Foreign Mi
20、ddleman P281He must be faithful, powerful and professional.His market must be reachable and spreadable. 编辑ppt第十三章第十三章 国国际际市市场场分分销策略策略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?编辑ppt
