Actividad de aprendizaje 4

Evidencia 2: Workshop “Distribución channels” Presented by Calvin Evans Williams

Conocer en qué consiste la selección de los canales de distribución y manejar este tema en el
idioma inglés le permite ampliar el campo de acción hacia otros países de cualquier empresa
que desee exportar un producto o servicio y con ello aumentar sus ingresos; en caso de contar
con clientes o socios de habla inglesa.

Por lo anterior y para desarrollar esta evidencia, consulte el material de formación denominado
Distribution channels y los siguientes materiales complementarios:

 Vocabulary.

 English prepositions.

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?

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 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.1

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.

1
 5. The ‘role performance’ approach assesses:

a. The firm’s role performance. (X)

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.
KIND OF
PRODUCT MARK CHARACTERISTICS COST DISTRIBUTION DISTRIBUTION
CHANEL STRATEGY

Tarrito rojo contains the 4

contributions to growth: 1. $12.500 Intensive
Iron: Contributes to wholesale distribution
cognitive function, 2. channel strategy
Vitamin A: Contributes to
the functioning of the
defense system, 3. Vitamins
B1, B2, and B3: Help
physical performance, 4.
Calcium and Vitamin D3:
Contributes to the
formation of bones and
teeth