Global Trade Management
Managing International
Channels of Distribution
World Trade Practices
Chapter 18
Customer Expectations
Unique role of representatives
Good products-acceptable service
levels
Good communication
Fairness- no discrimination
Value oriented prices
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WTP-Chris Schrage
Motivating Channels
Exclusivity Game
Moving to non-exclusive agreements
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WTP-Chris Schrage
College of Business, University of Northern Iowa
1
Global Trade Management
Meeting foreign buyers
Visiting representatives
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Key account visits
Blind sales calls
Media visits
Training events
International trade shows
International agent/distributor
meetings
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WTP-Chris Schrage
Termination challenges
Contract
Nonlegal issues
– Inventory
– Public relations
– Replacing with new distributor
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WTP-Chris Schrage
Direct Marketing vs. Direct
Selling
Direct marketing
– Don’t make sale
– Create environment to generate interest
leading to sales
– Support function of foreign
distributors/agents
– Less infrastructure or staff needed
– Only justified if market is economically
viable
– Helps manage distribution network
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WTP-Chris Schrage
College of Business, University of Northern Iowa
2
Global Trade Management
Budweiser
Utilize several models
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Contract brewing
Licensing
AB ownership
Joint venture
Brewer
Wholesaler
3 tier system for sales
Retailer
Customer
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WTP-Chris Schrage
College of Business, University of Northern Iowa
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