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
distributionstrategy 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 unfortunatelyit’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
geographicarea, nomatter 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 otherones.

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()

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. Theemergence

of the wide variety of intermediaries can be explained in terms of fourlogically 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

andassortments consumed,

 They make transactions routine.

 They facilitate the searching process.

Dependence and cooperation

Each member of a distribution channel is dependent upon the behaviour of otherchannel

members. Four different approaches have been used to assessdependence 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 thetarget’s dependence

on the source.

 The ‘role performance’ approach, which assesses the firm’s role performancein

carrying out its role in relation to another company down or up the channel.

 The ‘specific assets –offsetting investment’ approach, which maintainsthatoffsetting

investments help to safeguard the target company againstopportunism by the source.

 The ‘trust’ approach, in which a long -term relationship is built on the extent

towhich companies trust one another.

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 otherchannel 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 FEATURES COST DISTRIBUTION KIND OF

CHANNEL DISTRIBUTIO
N
STRATEGY
Trululu gummies

crispy onthe Intensive

outside and soft distribution

TRULULU $4.240 Retailer cannel strategy
inside,more than

20 flavors

presentation of 12

units.