Actividad de aprendizaje 4

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.

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.

1
 b. Two.
c. Five.
d. Four. (X)

2. Intermediaries make:

a. Process of exchange.
b. Transactions routine. (X)
c. New members.
d. Assortments.

3. A member of a distribution channel depends on:

a. Other channel members. (X)

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. (X)
d. Channel members.

5. The ‘role performance’ approach assesses:

a. The firm’s role performance. (X)

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.
 KIND OF
PRODUCT MARK CHARACTERISTICS COST DISTRIBUTIO DISTRIBUTION
N CHANEL STRATEGY

Milo is made of natural

ingredients (Malta,
Milk, Cocoa) and is the $8.900 Intensive
only one with wholesale distribution strategy
ACTIVGO A channel
PERFECT
COMBINATION of
malt, milk, 6 vitamins,
3 minerals, which
provide energy and
nutrition to children so
that they can face the
challenges of the day,
MILO for more than 70
years promoting the
practice of sport in
Colombia, since he is
convinced that sport is
a great teacher and
teaches children
unique values