Professional Documents
Culture Documents
TUTORA SANDRA
FASE DE PLANEACCION
SENA
2017
TABLA DE CONTENIDO
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.
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.
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?
• 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.
Preguntas:
a. Three.
b. Two.
c. Five.
d. Four.
2. Intermediaries make:
a. Process of exchange.
b. Transactions routine.
c. New members.
d. Assortments.
1 Buhalis, D. y Laws, E. (2001). Tourismo distribution channels. Cornwall, Reino Unido: Thomson Learning.
a. The role of another company.
b. The percentage of sales.
c. How much companies trust each other.
d. Channel members.
Product: COCACOLA
Brand: MACCOLA
Characteristics: Refreshing drink, its distinctive flavor comes from a mixture of sugar and
orange, lemon and vanilla oils. It comes in different presentations, although | the true formula
is secret.