Actividad de aprendizaje 4

Evidencia 2: Workshop “Distribution channels”

Presentado por:

Karen Yadira Castillo Murillo

Fase Planeación

Instructora:
Johanna Paola Romero Rincón

SERVICIO NACIONAL DE APRENDIZAJE SENA

Negociación internacional
N° de ficha 1413087
2017
 Actividad de aprendizaje 4
Evidencia 2: Workshop “Distribution channels”

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 ( ) F (x)

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.

1 Buhalis, D. y Laws, E. (2001). Tourismo distribution channels. Cornwall, Reino Unido: Thomson Learning.
 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:

a. The firm’s role performance.

b. 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.

KIND OF
PRODUCT MARK CHARACTERISTICS COST DISTRIBUTION DISTRIBUTION
CHANEL STRATEGY

Neither feels nor feels and

absorbs as much as a $4.500 Retailer Intensive
thick towel channel distribution
strategy
Invisible, for total comfort.
It is invisible, but absorbs
as much as a normal
towel, which gives greater
security.
With Rapisec cover so
you're always clean and
dry.
Soft edges and wings,
with aloe vera and
chamomile, to avoid
irritation on the sides,
where we are more
sensitive.