GMS 522 Chapter Notes - Chapter 9: Psychographic, Brand Equity, Capitalism

• School: Ryerson University
• Department: Global Management Studies
• Course: GMS 522
• Professor: Carlyle Farrell

Document Summary

Distribution channels: sequence of rms/individuals involved in making a product available to nal consumers or industrial buyers. Don"t just consider product ows also consider ow of information and titles: distribution channels may be simple of relatively complex, depends to some extent on the natures of the product. Channels for industrial products tend to be simpler while channels for consumer products tend to be more complex: the channel used for initial market entry often changes as the rm builds market share in the target market. Channel design: the term channel design refers to the length and the width of the channel. Length: the number of levels or different types of intermediaries in the channel. Width: the number of institutions of each type in the channel. 11 cs framework: eleven factors involved in the design of an international distribution channel -11 cs.