Global Marketing Channels
Global Marketing Channels
Global Marketing Channels
GLOBAL
MARKETING
CHANNELS
PAPIA, friska
The American Marketing
Association defines
distribution channel as
“an organized network of agencies and
institutions which, in combination, perform all
the activities required to link producers with
users to accomplish the marketing task.”
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CHANNEL
DISTRIBUTION
Marketing channels exist to create utility for
customers.
Major categories of channel utility are
❑ Place Utility
the availability of a product or service in a location that is
convenient to a potential customer
❑ Time Utility
the availability of a product or service when desired by a customer
❑ Form Utility
the availability of the product processed, prepared, in proper condition
and/or ready to user
❑ Information Utility
the availability of answers to questions and general communication about
useful product features and benefits
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DISTRIBUTION CHANNELS:
Terminology and Structure
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DISTRIBUTION CHANNELS:
Terminology and Structure
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ALTERNATIVES
DISTRIBUTION
Consumer Products &
Industrial Products
Marketing Channel Alternatives:
Consumer Products
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CONSUMER PRODUCTS
❑ Piggyback Marketing
❏ channel innovation that has grown in popularity
❏ One manufacture distributes product by utilizing another
company’s distribution channel
❏ Requires that the combined product lines be complementary and
appeal to the same customer
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Marketing Channel Alternatives:
Industrial Products
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ESTABLISHING CHANNELS
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GLOBAL
RETAILING
any retailing activity that crosses national boundaries
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GLOBAL RETAILING
❑ Department stores
❑ Specialty retailers
❑ Supermarkets
❑ Convenience stores
❑ Discount stores
❑ Hypermarkets
❑ Supercenters
❑ Category killers
❑ Outlet stores
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GLOBAL
RETAILING
Top 10 Global
Retailers 2019
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Classifying Global Retailers
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Global Retailing Strategies
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Global Retailing Strategies
Organic Franchise
Company uses its own resources to Appropriate strategy when barriers to
open a store on a green field site or entry are low yet the market is
acquire one or more existing retail culturally distant in terms of consumer
facilities behavior or retailing structures
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Global Retailing Strategies
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Innovation in Global Retailing
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SUMMARY
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THANK
YOU!
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