ACTIVIDAD DE APRENDIZAJE 4

EVIDENCIA 2: Workshop “Distribution channels”

ESTUDIANTE:

CAMACHO ABRIL JAIDEL MANUEL

INSTRUCTOR:

PABLO ANDRES LEON VALLEJO

TECNOLOGIA EN NEGOCIACION INTERNACIONAL (2010668)

SERVICIO NACIONAL DE APRENDIZAJE – SENA

CENTRO DE COMERCIO Y TURISMO

ARMENIA, QUINDIO

2020
Evidencia 2: Workshop “Distribution channels” 

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 p rofitable 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 )
2. 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 behavior 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.

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.

3. 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 DISTRIBUTIO KIND OF

N CHANNEL DISTRIBUTION
STRATEGY
The AcolchaMAX $ 2.000 Retailer Intensive
Family® Toilet Paper channel. distribution
line is renewed. It strategy.
has a new texture
that makes it softer
and thicker so you
use fewer squares.
With just 2 turns on
hand is enough *.
Makes you how you
want!