Luisa Fernanda Campaz Vernza

Tecnologia En Negocios Internacionales

Sena.
Actividad de aprendizaje 4

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 profitable it is.
Hhhhmmm, well. What do you think?
Luisa Fernanda Campaz Vernza

Tecnologia En Negocios Internacionales

Sena.
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 )

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.

The emergence of the wide variety of intermediaries can be
Luisa Fernanda Campaz Vernza

Tecnologia En Negocios Internacionales

Sena.
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.
Luisa Fernanda Campaz Vernza

Tecnologia En Negocios Internacionales

Sena.
 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 _D__ steps.

a. Three.
b. Two.
c. Five.
d. Four.

2. Intermediaries make:B

a. Process of exchange.
b. Transactions routine.
c. New members.
d. Assortments.

3. A member of a distribution channel depends on: A

a. Other channel members.

b. The retailers.
c. The wholesalers.
d. Intermediaries.

4. The ‘trust’ approach is based on: C

1 Buhalis, D. y Laws, E. (2001). Tourismo distribution channels. Cornwall, Reino Unido: Thomson Learning.
Luisa Fernanda Campaz Vernza

Tecnologia En Negocios Internacionales

Sena.

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

a. The firm’s role performance.

b. The other channel 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

CAR TIRE
Luisa Fernanda Campaz Vernza

Tecnologia En Negocios Internacionales

Sena.

BRAND

VALU

Characteristics.

It has a circular shape, and of little thickness, whose basic function is to turn on
its own axis

Price

RIN $
13 150.000
14 201.000
16 350.000
Luisa Fernanda Campaz Vernza

Tecnologia En Negocios Internacionales

Sena.

Wedgrafia

https://www.masesa.com/llanta-de-tubo-tvs-4-00-8-badshah-para-mototaxi/p

https://es.slideshare.net/santigu/descripcion-de-la-rueda