ACTIVIDAD DE APRENDIZAJE 4

EVIDENCIA 4.4.: WORKSHOP “DISTRIBUTION

CHANNELS”.

INSTITUCION UNIVERSITARIA
SERVICIO NACIONAL DE APRENDIZAJE
SENA

APRENDIZ
CINDY YURLEY MEJIA MARIN

FICHA
1792961

PROGRAMA
TECNOLOGO EN NEGOCIACIÓN INTERNACIONAL
2019
Actividad de aprendizaje 4
Evidencia 2: Workshop “Distribution channels”

Lectura primera 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.
Mr. White: You‟re right. Well done.
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. Lectura segunda – Respuestas

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. Preguntas:
1. The raise of such many intermediaries, are explained in Four steps.
a) Three.
b) Two.
c) Five.
d) Four.

2. Intermediaries make:
a) Process of exchange.
e) Transactions routine.
b) New members.
c) 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. 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 MARK CHARACTERISTICS COST DISTRIBUTION KIND OF

CHANEL DISTRIBUTION
STRATEGY
Chocolisto contains the $10.500 wholesale channel Intensive
4 contributions to distribution
growth: 1. Iron: strategy
Contributes to cognitive
function, 2. Vitamin A:
Contributes to the
functioning of the
defense system, 3.
Vitamins B1, B2, and B3:
Help physical
performance, 4. Calcium
and Vitamin D3:
Contributes to the
formation of bones and
teeth