Expert answer:The UK has almost completed the process of shiftin

Solved by verified expert:The UK has almost completed the process of shifting from the inch-pound system to the metric system. What effect do you think this will have on the traditional US reluctance to make the change? Discuss the economic implications of such a reluctance. Also discuss the implications if we do make the change. Rubric for written assignments is posted under FILES.
ch_15.ppt

ch_16.ppt

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International Marketing
15th edition
Philip R. Cateora, Mary C. Gilly, and John L. Graham
Channel-of-Distribution
Structures
15
• All consumer and industrial products eventually
go through a distribution process
– Physical handling and distribution of goods
– Passage of ownership
– Buying and selling negotiations between
producers and middlemen
– Buying and selling negotiations between
middlemen and customers
• Each country market has a distribution structure
– Goods pass from producer to user
Roy Philip
2
Import-Oriented
15
Distribution Structure (1 of 2)
• In an import-oriented or traditional distribution
structure:
– Importer controls a fixed supply of goods
– Marketing system develops around the
philosophy of selling a limited supply of goods at
high prices to a small number of affluent
customers
Roy Philip
3
Import-Oriented
15
Distribution Structure (2 of 2)
• Demand exceeds supply
• The customer seeks the supply from a limited
number of middlemen
• Distribution systems are local
• Few countries fit the import-oriented model
Roy Philip
4
Japanese Distribution
Structure (1 of 2)
•
•
•
•
•
•
15
Four distinguishing features
High density of middlemen
Channel control
Business philosophy
Large-scale retail store law
Changes in the structure
Roy Philip
5
Japanese Distribution
Structure (2 of 2)
15
1. A structure dominated by many small
middlemen dealing with many small retailers
2. Channel control by manufacturers
3. A business philosophy shaped by a unique
culture
4. Laws that protect the foundation of the system
Roy Philip
6
High Density of Middlemen
15
• Not unusual for consumer goods to go through
three or four intermediaries before reaching the
consumer
• Japan has a large number of independent
groceries and bakers (94.7% or all retail stores)
– Small stores account for 59.1% of retail food sales
• U.S. emphasis is on supermarkets, discount food
stores, and department stores
– Small stores generate 35.7% of food sales
Roy Philip
7
Channel Control
•
•
•
•
15
Inventory financing
Cumulative rebates
Merchandise returns
Promotional support
Roy Philip
8
Business Philosophy
15
• Emphasizes loyalty, harmony, and friendship
• Supports long-term dealer-supplier relationships
• The cost of Japanese consumer goods are among
the highest in the world
• Japanese law gives the small retailer enormous
advantage over the development of larger stores
Roy Philip
9
Large-Scale Retail Store Law
and Its Successor
15
• Daitenho – the Large-Scale Retail Store Law
– Large stores must have approval from the prefecture
government
– All proposals first judged by the Ministry of International
Trade and Industry (MITI)
– If all local retailers unanimously agreed, the plan was
approved
– Could be a lengthy process
– Applied to both domestic and foreign companies
• Replaced by the Large-Scale Retail Store Location Act of
June 2000
– MITI out of the process
– Relaxed restrictions
Roy Philip
10
Alternative Middleman
Choices
15
• Seller must exert influence over two sets of
channels
– One in the home country
– One in the foreign-market country
• Agent middlemen – represent the principal
rather than themselves
• Merchant middlemen – take title to the goods
and buy and sell on their own account
Roy Philip
11
International
Channel-of-Distribution Alternatives
15
Exhibit 15.3
Roy Philip
12
Channel Management
15
• Locating middlemen
• Selecting middlemen
– Screening
– The agreement
• Motivating middlemen
• Terminating middlemen
• Controlling middlemen
Roy Philip
13
Logistics (1 of 2)
15
• Logistics management is a total systems approach
to the management of the distribution process that
includes all activities involved in physically
moving raw material, in-process inventory, and
finished goods inventory from the point of origin
to the point of use or consumption
• The physical distribution system involves more
than the physical movement in goods; it includes
the location of plants and warehousing,
transportation mode, inventory quantities, and
packing
Roy Philip
14
Logistics (2 of 2)
15
• Substantial savings can result from the systematic
examination of logistics costs and the calculation
of total physical distribution costs
• The concept behind physical distribution is the
achievement of the optimum (lowest) system cost,
consistent with customer service objectives of the
firm
• One of the major benefits of the European Union’s
unification is the elimination of transportation
barriers among member countries
Roy Philip
15
International Marketing
15th edition
Philip R. Cateora, Mary C. Gilly, and John L. Graham
Introduction
16
• Integrated marketing communications (IMC) are
composed of advertising, sales promotions, trade shows,
personal selling, direct selling, and public relations
• All these mutually reinforcing elements of the marketing
mix have as their common objective the successful sale of
a product or service
• For most companies, advertising and personal selling are
the major components in the marketing communications
mix
• The goal of most companies, large and small, is to
achieve the synergies possible when sales promotions,
public relations efforts, and advertising are used in
concert
Roy Philip
2
Sales Promotions
in International Markets
16
• Sales promotions
– Marketing activities that stimulate consumer
purchases and improve retailer or middlemen
effectiveness and cooperation
– Short-term efforts directed to the consumer or
retailer to achieve specific objectives
• In markets with media limitations the
percentage of the promotional budget allocated
to sales promotions may have to be increased
• Product sampling
Roy Philip
3
International
Public Relations
16
• Public relations (PR) is creating good
relationships with the popular press and other
media
– To help companies communicate messages to
customers, the general public, and governmental
regulators
•
•
•
•
Bridgestone/Firestone Tires safety recall
Global workplace standards
Building an international profile
Corporate sponsorships
Roy Philip
4
International Advertising
16
1. Perform marketing research
2. Specify the goals of the communication
3. Develop the most effective message(s) for the
market segments selected
4. Select effective media
5. Compose and secure a budget
6. Execute the campaign
7. Evaluate the campaign relative to the goals
specified
Roy Philip
5
Advertising Strategy and Goals
16
• Marketing problems
– Require careful marketing research
– Thoughtful and creative advertising campaigns
• In country, regional, and global markets
• Increased need for more sophisticated
advertising strategies
• Balance between standardization of advertising
themes and customization
• Consumer cultures
Roy Philip
6
Product Attributes
and Benefit Segmentation
16
• Different cultures usually agree on the benefit of the
primary function of a product or service
• Other features and psychological attributes of the
item can have significant differences
– Cameras
– Yogurt
– Almonds
• Blue Diamond
– Assumes that no two markets will react the same
• Each has its own set of differences
• Each will require a different marketing approach
and strategy
Roy Philip
7
Regional Segmentation
16
• Pan-European communications media highlights
need for more standardized promotional efforts
• Costs savings with a common theme in uniform
promotional packaging and design
• Legal restrictions slowly being eliminated
Roy Philip
8
Legal Constraints
16
Comparative advertising
Advertising of specific products
Control of advertising on television
Accessibility to broadcast media
Limitations on length and number of
commercials
• Internet services
• Special taxes that apply to advertising
•
•
•
•
•
Roy Philip
9
Linguistic Limitations
16
• Language is one of the major barriers to effective
communication through advertising
• Translation challenges
• Low literacy in many countries
• Multiple languages within a country
• In-country testing with the target consumer
group avoids problems caused by linguistic
differences
Roy Philip
10
Media Limitations
16
and Production and Cost Limitations
• Media limitations may diminish the role of
advertising in the promotional program
• Examples of production limitations:
– Poor-quality printing
– Lack of high-grade paper
• Low-cost reproduction in small markets poses a
problem in many countries
Roy Philip
11
Campaign Execution
and Advertising Agencies
16
• Managed by advertising agencies
– Local domestic agency
– Company-owned agency
– Multinational agency with local branches
• Compensation
– Commonly 15 percent throughout the world
– Some companies moving to reward-by-results
Roy Philip
12
International Control
of Advertising – Broader Issues
•
•
•
•
•
16
Consumer criticism
Deceptive advertising
Decency and blatant use of sex
Self-regulation
Government regulations
Roy Philip
13
Summary (1 of 2)
16
• An integrated marketing communications (IMC)
program includes coordination among
advertising, sales management, public relations,
sales promotions, and direct marketing
• Currently companies are basing their advertising
strategies on national, subcultural, demographic,
or other market segments
• The major problem facing international
advertisers is designing the best messages for
each market served
Roy Philip
14
Summary (2 of 2)
16
• The availability and quality of advertising media
vary substantially around the world
• Advances in communication technologies are
causing dramatic changes in the structure of the
international advertising and communications
industries
Roy Philip
15
Assignment Rubric
MKT 485-OL
Criteria – what I am looking for
Understanding of the question
Evidence (examples) presented
Clarity of Analysis
Clarity of thought process
Grammar/Mechanics
Spelling
Organization/order of ideas
Total
Max Points (%)
15
20
30
15
5
5
10
100
Your score
…
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