LEARNING ACTIVITY 4

Evidence 2: Workshop “Distribution channels”

File n° 1565318

Presented by:
YURIS MARCELA MARCELO SUAREZ
ymmarcelo@misena.edu.co

international business tegnologo

Instructor: LESTER MANUEL NAVAS

 lmnavase@misena.edu.co 

San Sebastián de Buena Vista - Magdalena

05/09/18

National Learning Service (SENA)

 Actividad de aprendizaje 4

Evidencia 2: Workshop “Distribution channels”

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 (x ) F ( )

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 __four_ steps.

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

2. Intermediaries make:

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

3. A member of a distribution channel depends on:

a. Other channel members.

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

4. The ‘trust’ approach is based on:

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.

5. The ‘role performance’ approach assesses:

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.

Fruit candy; deli 'fruit,

It is a product created thinking of the tastes of children, young and perhaps adult, the
candy is very attractive for its sweet taste, and especially because it is completely
natural made with the extraction of the fruit and its price is characteristic that it is a price
accessible to the public 300 $ per unit and 8,400 its presentation per 30 unit.

Direct channel: it goes from the producer to the industrial user and is the most used for
industrial products because it is the most direct of all the channels. In this type of
channel the manufacturers are responsible for sales.

Intensive distribution: the manufacturer seeks a greater number of points of sale for the
placement of a product. No matter the type of point of sale chosen, the important thing is
that the product can be sold to the customer. In many occasions this type of distribution
loses brand image and prestige, a change in commercial coverage.