Workshop “Distribution channels”

Sergio Hernan Orduz Flórez

Servicio Nacional de Aprendizaje

SENA
MAYO 2018
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 pretends 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 channel 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.

Preguntas:

1. The raise of such many intermediaries, are explained in ___ steps.

a. Three.

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.

REFERENCIAS BIBLIOGRAFICAS:

https://senaintro.blackboard.com/bbcswebdav/pid-103891913-dt-content-rid-

500232558_2/courses/P122702_V1565348_C9303_RG11/P122702_V1565348_C9303_R

G11_ImportedContent_20180504023229/AA4_Evidencia_2_Workshop_Distribution_ch

annels.pdf
https://senaintro.blackboard.com/bbcswebdav/institution/SENA/Ventas/122702/Conteni

do/DocArtic/Vocabulary.pdf

https://senaintro.blackboard.com/bbcswebdav/institution/SENA/Ventas/122702/Conteni

do/DocArtic/English%20prepositions.pdf

https://senaintro.blackboard.com/bbcswebdav/institution/SENA/Ventas/122702/Conteni

do/DocArtic/Material_Distribution_channels.pdf