Actividad de Aprendizaje 4 Evidencia 2: Sheily Valentina Alba Florez Ficha 53

Actividad de aprendizaje 4
Evidencia 2: Workshop “Distribution channels”

SHEILY VALENTINA ALBA FLOREZ
FICHA 53
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.
Por lo anterior y para desarrollar esta evidencia, consulte el material de formación

denominado Distribution channels y los siguientes materiales complementarios:
• Vocabulary.
• English prepositions.
Luego de estas consultas, resuelva el siguiente taller en inglés:
1. Lea cuidadosamente la siguiente conversación:
Susan: Good morning Mr. White.
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.
Mr. White: What about the exclusive strategy?
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: Sounds god to me. And the last one?
Susan: Well, it’s the selective strategy. It’s the intermediate strategy between the
other ones.
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?
Susan: Well, I consider that the selective strategy is the best.
Mr. White: You’re right. Well done.
Susan: Thanks, Mr. White.
2. Responda T si es verdadero o F si es falso.
a. The Company product is a cake.

T ( ) F (x )
b. The meeting objective is to choose the product’s price.

T ( ) F (x )
c. Susan proposes three distribution strategies.

T ( x) F ( )
d. The selective strategy pretend to reach many POS.

T ( ) F (x )
e. The exclusive strategy is difficult to control.

T (x ) F ( )
f. Mr. White chooses the intensive strategy.

T ( ) F ( x)
3. Lea el siguiente texto y responda las preguntas planteadas posteriormente:

Economic aspects – understanding of cannel emergence
Economic reasons are the foremost determinant of channel structure. The

emergence of the wide variety of intermediaries can be explained in terms of four
logically related steps in an economic process:
• Intermediaries can increase the efficiency of the process of exchange,

• They align the quantities and assortments produced with the quantities and
assortments consumed,
• They make transactions routine, and
• They facilitate the searching process.
Dependence and cooperation
Each member of a distribution channel is dependent upon the behaviour of other

channel members. Four different approaches have been used to assess
dependence levels in channel relationships:
• 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.
• The ‘specific assets –offsetting investment’ approach, which maintains that

offsetting investments help to safeguard the target company against
opportunism by the source.
• The ‘trust’ approach, in which a long-term relationship is built on the extent to
which companies trust one another.1
Preguntas:
1. The raise of such many intermediaries, are explained in ___ steps.
a. Three.
b. Two.
c. Five.
d. Four.
2. Intermediaries make:
a. Process of exchange.
b. Transactions routine.
c. New members.
d. Assortments.
3. A member of a distribution channel depends on:
a. Other channel members.

b. The retailers.
c. The wholesalers.
d. Intermediaries.
4. The ‘trust’ approach is based on:
a. The role of another company.

b. The percentage of sales.
c. How much companies trust each other.
d. Channel members.
5. The ‘role performance’ approach assesses:
1 Buhalis, D. y Laws, E. (2001). Tourismo distribution channels. Cornwall, Reino Unido: Thomson
Learning.
a. The firm’s role performance.
b. The other channel members’ behavior.
c. Retailers.
d. Wholesalers.
4. Describa en inglés un producto de su preferencia, asígnele una marca y presente,

tanto las características como los costos de dicho producto, luego seleccione un
canal y tipo de estrategia de distribución según la clase de producto.
PRODUCT BRAND CHARACTERISTIC COST DISTRIBUTION STRATEGY

CHANNEL
Colombian cocoa $2.50 Retailer Intensive
Colombian “Casa provides vitamins dollars channel distribution
cocoa cacao and proteins in a strategy
100% delicious way to the
colombiano” meals of all
families.
It is found in
different
presentations: tea,
chocolate, energy
bars, among
others.

Actividad de Aprendizaje 4 Evidencia 2: Sheily Valentina Alba Florez Ficha 53

Uploaded by

Copyright:

Available Formats

Actividad de Aprendizaje 4 Evidencia 2: Sheily Valentina Alba Florez Ficha 53

Uploaded by

Document Information

Original Title

Copyright

Available Formats

Share this document

Share or Embed Document

Sharing Options

Did you find this document useful?

Is this content inappropriate?

Copyright:

Available Formats

Actividad de Aprendizaje 4 Evidencia 2: Sheily Valentina Alba Florez Ficha 53

Uploaded by

Copyright:

Available Formats

Actividad de aprendizaje 4

Evidencia 2: Workshop “Distribution channels”

Conocer en qué consiste la selección de los canales de distribución y manejar este

Por lo anterior y para desarrollar esta evidencia, consulte el material de formación

Luego de estas consultas, resuelva el siguiente taller en inglés:

1. Lea cuidadosamente la siguiente conversación:

Susan: Good morning Mr. White.

Susan: We have three strategies: Intensive, exclusive and selective. Intensive

Mr. White: What about the exclusive strategy?

Susan: Well, I consider that the selective strategy is the best.

Mr. White: You’re right. Well done.

Susan: Thanks, Mr. White.

2. Responda T si es verdadero o F si es falso.

a. The Company product is a cake.

b. The meeting objective is to choose the product’s price.

c. Susan proposes three distribution strategies.

d. The selective strategy pretend to reach many POS.

e. The exclusive strategy is difficult to control.

f. Mr. White chooses the intensive strategy.

3. Lea el siguiente texto y responda las preguntas planteadas posteriormente:

Economic reasons are the foremost determinant of channel structure. The

• Intermediaries can increase the efficiency of the process of exchange,

Dependence and cooperation

Each member of a distribution channel is dependent upon the behaviour of other

• The ‘specific assets –offsetting investment’ approach, which maintains that

1. The raise of such many intermediaries, are explained in ___ steps.

3. A member of a distribution channel depends on:

a. Other channel members.

4. The ‘trust’ approach is based on:

a. The role of another company.

5. The ‘role performance’ approach assesses:

4. Describa en inglés un producto de su preferencia, asígnele una marca y presente,

PRODUCT BRAND CHARACTERISTIC COST DISTRIBUTION STRATEGY

You might also like