What are the advantages and disadvantages of a firm establishing its own distribution in international markets, and what forms might this take? What criteria should be applied when managing an agent or distributor in international markets successfully?

What are the advantages and disadvantages of a firm establishing its own distribution in international markets, and what forms might this take? What criteria should be applied when managing an agent or distributor in international markets successfully?

Marketing

20th Edition

ISBN:9780357033791

Author:Pride, William M

Publisher:Pride, William M

Chapter9: Reaching Global Markets

Section: Chapter Questions

Problem 3DYMP

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Concept explainers

Global Marketing

Global marketing is defined as the process of promoting a product and making it available beyond its country of origin. Hence, it can also be referred to as international marketing. When a product reaches a consumer beyond domestic boundaries, it is called global marketing. Global marketing is a sub-part of marketing. It is not just limited to selling the product worldwide; but also involves proper planning, procurement of materials, manufacturing of a product, placing, and promotion for the product, and introducing it in the domestic and the international markets. Global marketing is not only important for the success of a business but also helpful in the retention of a large consumer base. Various business organizations or companies have failed due to the shortcoming of proper marketing techniques.

Question

a) What are the advantages and disadvantages of a firm establishing its own distribution in international markets, and what forms might this take? What criteria should be applied when managing an agent or distributor in international markets successfully?

b) Discuss the competitive advantages (if any) of forming and sustaining mutually beneficial business-to-business relationships in international business markets.

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