第十三章

國際市場分銷策略

PlacingStrategiesforInternationalMarketsDefinitionofPlacing(Distributing)StrategiesAdecisionofchoosingthemostsuitablewaysorchannelstosendproductsfrommanufacturersorsupplyservicesfrom

theproviderstoenduserswithbigquantity,fastspeed

and

economicalexpensesinordertooccupyandenlargethemarketssteadily.

為了穩定地占領市場并擴大市場，生產或服務企業通過選擇最適合的途徑或渠道把產品以大量、快速和經濟的方式送達給最終用戶的決策。編輯pptManufacturerenduser編輯pptServicesproviderenduser菲傭編輯ppt第十三章國際市場分銷策略

PlacingStrategiesforInternationalMarketsQuestionsinClass1.Whatproductsdoyouhaveinyourcompany?2.Asaninternationalmarketingenterprise,howwillyousellyourproductstotheendusersinforeigncountries?Throughanimporterandthenaretailstores,orthroughabigforeignsupermarketdirectly?

作為國際營銷企業，你如何把產品賣給國外最終用戶,通過進口商轉零售商，還是通過一家大的超市？編輯ppt第十三章國際市場分銷策略

PlacingStrategiesforInternationalMarkets二.ModesofInternationalPlacingChannelsPleaserefertoPage266.三.ComparisonofInternationalChannelStructuresAmongmultinationsandwithdifferentproductsPleaserefertoPage267—269四.MembersinInternationalPlacingChannelsPleaserefertoPage269（一）ExportMiddlemen

編輯ppt第十三章國際市場分銷策略

PlacingStrategiesforInternationalMarkets（一）ExportMiddlemenP2702721.Exporters:Itisacompanywhichbuysproductsfromdomesticmarketandthenre-selltheproductstoforeignbuyers.

例如：廣東省土特產進出口公司向新疆某三個農場同時購買共100噸葡萄干出口到土耳其。編輯ppt第十三章國際市場分銷策略

PlacingStrategiesforInternationalMarkets（一）ExportMiddlemenP2702722.ExportAgent:Itneitherneedstobuyexportproductsnorownsproductspossession,butonlyobligestheprincipaltoselltheproductstotheforeignmarketsaspertheconditionsstipulatedinthecontract.例如：順德某農民養殖了1萬條魚要出口到香港水產品批發市場，請廣州水產進出口公司代辦出口貨物過程和收取貨款手續等。編輯ppt第十三章國際市場分銷策略

PlacingStrategiesforInternationalMarketsTenmistakesusuallyinforeigntradecompaniesPleasereadthelinkedinformationonpage272andanswerthefollowingquestions:1.Willyoumakethesamemistakesinyourcompany?2.Andwhichmistakesareeasiestforyoutomake?3.Howtoavoidabovemistakes?編輯ppt第十三章國際市場分銷策略

PlacingStrategiesforInternationalMarkets（二）ImportMiddlemenP2722731.Ordinaryimporter:Acompanywhichbuysproductsfromexportersandthenre-sellstheminhislocalmarketswithnomorelimitationstotheexporters’othermarketingactivities.2.Exclusiveimporter:Acompanywhichacceptstobuytheexporter’sproductsinbigquantitywiththeconditionthatexportercanselltheproductsonlytohimbutnottoanyotherbuyersinthestipulatedmarketswhereheisdealing.編輯ppt第十三章國際市場分銷策略

PlacingStrategiesforInternationalMarkets

實操中常見的兩種進口商1.普通進口商：向出口商購買產品并對出口商更多的營銷活動沒有什么限制。

2.獨家進口商：向出口商購買產品并規定出口商只能把產品賣給獨家進口商，而不能將其產品賣給獨家進口商所在的市場的其它任何客商。編輯pptIdon’tcareyousellyourproductstootherbuyersinmymarket,Ionlywantyoutogivemethelowestprice編輯pptNo,youcannotsellyourproductstomymarket.Onlyexclusiveimporterinterestsme編輯ppt第十三章國際市場分銷策略

PlacingStrategiesforInternationalMarketsQuestionsinClass

1.Whatspecialproductsdoyouhaveinyourcompany?2.Whenyouhavesuchabuyerwhoisonlyinterestedinexclusiveimporter,whatareyougoingtodowithhim?編輯ppt第十三章國際市場分銷策略

PlacingStrategiesforInternationalMarkets五.ChannelsStrategiesforInternationalPlacingP276P279（一）Factorswhichinfectenterprisestochoosetheinternationalplacingchannelscost,capital,control,coverage,characterandcontinuity編輯ppt第十三章國際市場分銷策略

PlacingStrategiesforInternationalMarkets五.ChannelsStrategiesforInternationalPlacingP279（二）Strategiesforinternationalplacinglength

Howmanylevelsofimportersordistributorsdoyouneedinordertosellyourproductstoendusers?Themoredistributionlevelsyouneed,thelongerplacinglengthyouwillhave.Incaseyourproductsareforallpersonsorforallfamiliesyoucanchooselonglengthstrategy,otherwisetheshorterthebetter.BacktoP266編輯ppt第十三章國際市場分銷策略

PlacingStrategiesforInternationalMarkets五.ChannelsStrategiesforInternationalPlacingP280（三）Strategiesforinternationalplacingwidth

Foroneforeignmarket,iftheexporteronlychoosesoneortwoimportersatfirstleveltodistributehisproducts,wesayitsplacingwidthisnarrow.exporterimporterimporterexporterimporter獨家分銷選擇性分銷編輯ppt第十三章國際市場分銷策略

PlacingStrategiesforInternationalMarkets五.ChannelsStrategiesforInternationalPlacingP280（三）Strategiesforinternationalplacingwidth

Howmanyimportersordistributorsineachleveldoyouneedinordertosellyourproductstoendusers?Themoredistributorsineachlevelyouneed,thewiderplacingwidthyouwillhave.

編輯ppt第十三章國際市場分銷策略

PlacingStrategiesforInternationalMarkets五.ChannelsStrategiesforInternationalPlacingP280（三）Strategiesforinternationalplacingwidth

Foroneforeignmarket,iftheexporterchoosesmanyimportersatfirstleveltod