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Evidencia 2: Workshop “Distribution channels”

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.


F

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


F

c. Susan proposes three distribution strategies.


T

d. The selective strategy pretend to reach many POS.


F

e. The exclusive strategy is difficult to control.


F

f. Mr. White chooses the intensive strategy.


F

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 FOUR steps.


2. Intermediaries make: B

a. Process of exchange.
a. Transactions routine.
b. New members.
c. Assortments.

3. A member of a distribution channel depends on: A

a. Other channel members.


b. The retailers.
c. The wholesalers.
d. Intermediaries.

4. The ‘trust’ approach is based on: C

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

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: ICE CREAM
Brand: Robin Hood ice creams

Characteristics: ice cream robin hood is characterized by a great variety in its


flavors and presentations, as well as the thousand ways it has to cosume the ice
cream, we are characterized for having a smooth texture and exotic flavors.
ice cream is one of the most consumed desserts worldwide, which can be eaten at
any time of day. This makes it a profitable product, and in addition to them, a great
companion for after the meal.
also let's not forget the ease it offers in nutrition issues ranging from diet ice cream,
to vitamins for children

Cost: 2 dollars

Distribution channel: wholesale channel

Distribution strategy: Intensive strategy

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