SERVICIO NACIONAL DE APRENDIZAJE (SENA)

Área ocupacional Ventas y Servicios

Tecnología en Negocios Internacionales

Evidencia 2

“Distribution channels”

Instructor Ángela María López

Transversal bilingüismo

Luis Miguel García Gámez

2019
 Actividad de aprendizaje 4

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 () R// None of the above

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 pretends 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

Questions:

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

a. Three.
b. Two.
c. Five.
d. Four.

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

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.

R// The product that I chose is the well-known play station 4, which has as fundamental
characteristics that it is considered one of the most advanced consoles so far and also the most
advanced in the market, although its price was high in its market release today. day can be found
for the value of 1,200,000 COP- 1,500.00 COP, the channel of distribution of this product as it is
technological and can only be purchased by people who can afford to be selective since only the
best shops can be chosen or where you see more income of this kind of product to generate a greater
profit, and finally the type of strategy is the media to promote the product and most of the world
knows that it went on sale.