GMS 522 Lecture Notes - Lecture 10: Marketing Channel, Global Marketing, Emerging Markets

• School: Ryerson University
• Department: Global Management Studies
• Course: GMS 522
• Professor: Carlyle Farrell

Document Summary

Identify intermediaries in the target country, negotiate distribution agreements and manage the resultant relationships. Marketing channels: marketing channel: sequence of firms or individuals involved in making a product available to final customers or industrial buyers. International marketing channels are distinguished by the fact that they cross national borders: complexity of marketing channel will be determined by the nature of the product. Chapter 10: global distribution strategies: wholesalers may have representation on the board of directors of the retailers as well as the major distributors. Company objectives: design of international marketing channel must allow the company to meet its strategic objectives. Character: character or nature of the product is a crucial consideration in the design of the international marketing channel. If the fi(cid:396)(cid:373)(cid:859)s p(cid:396)odu(cid:272)ts a(cid:396)e highl(cid:455) pe(cid:396)isha(cid:271)le, a(cid:374) e(cid:454)(cid:272)essi(cid:448)el(cid:455) lo(cid:374)g (cid:272)ha(cid:374)(cid:374)el (cid:449)ill likel(cid:455) (cid:271)e det(cid:396)i(cid:373)e(cid:374)tal to p(cid:396)odu(cid:272)t (cid:395)ualit(cid:455) a(cid:374)d fi(cid:396)(cid:373)(cid:859)s (cid:271)(cid:396)a(cid:374)d i(cid:373)age: non-perishable items tend to be supported by relatively longer channels.