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SERVICIO NACIONAL DE APRENDIZAJE – SENA

CENTRO DE SERVICIOS FINANCIEROS

FASE DE PLANEACION

ACTIVIDAD DE APRENDIZAJE 4

EVIDENCIA 2: WORKSHOP DISTRIBUTION CHANNELS

PRESENTADO POR:

GAES N°3

JOSEPH HERNANDEZ ARZUZA

JESSICA MARIA CELY MARIN

REINER JOSE MONTALVO OSORIO

FLORALBA MARIN ZULETA

FICHA 1966037

2020
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TABLE CONTENTS

Introduction……………………………………………………………………………. 3

Evidencia 2: Workshop “Distribution channels”……………………………………......4

1. Lea cuidadosamente la conversación:……………………………………………4

2. Responda T si es verdadero o F si es falso………………………………………

3. Lea el siguiente texto y responda las preguntas planteadas posteriormente:

……………………………………………………………………………………5

 Economic aspects – understanding of cannel emergence ………………………6

 Dependence and cooperation……………………………………………………7

4. …………………………………………………………………………………….9

 Product: Hand-Held Clock………………………………………………………..9

Conclusion………………………………………………………………………………..11

Bibliography………………………………………………………………………………12
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INTRODUCTION

In the following text, you will find a brief explanation about distribution channels, how they

operate, how they are made up and how they are related. Topics such as the approaches they use

to assess levels of dependency in the relationships of these channels and the steps that arise from

intermediaries, in addition to this, you will also find a series of questions that will help us better

understand this topic.

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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.

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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.

The Company product is a cake.

T ( ) F (x)
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The meeting objective is to choose the product’s price.

T ( ) F (x)

Susan proposes three distribution strategies.

T (x) F ( )

The selective strategy pretend to reach many POS.

T ( ) F (x)

The exclusive strategy is difficult to control.

T ( ) F (x)

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

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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.

Preguntas:

1. The raise of such many intermediaries, are explained in _d- Four__ steps.

a) Three.

b) Two.

c) Five.

d) Four.
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2. Intermediaries make:

a) Process of exchange.

b) Transactions routine.

c) New members.

d) Assortments.

Answer: b Transactions routine.

3. A member of a distribution channel depends on:

a) Other channel members.

b) The retailers.

c) The wholesalers.

d) Intermediaries.

Answer: Other channel members.

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.

d) Channel members.

Answer: How much companies trust each other.

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5. The ‘role performance’ approach assesses:

a) The firm’s role performance.

b) The other channel members’ behavior.

c) Retailers.

d) Wholesalers.

Answer: The firm’s role performance.

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: Hand-Held Clock

Make: sapphire

Characteristics of our product: it is a very elegant and at the same time

comfortable hand watch, it is of a medium size proportional to the size of the wrist and

its color is only in silver, among its components are, the polished metal that gives a

touch of luxury and brightness also we find the, silicon, leds and quartz among others.

other features of the product that we can see is that it has 3 alarms, world time, calendar,

stopwatch, timer, led light for the display, phonebook for 30 contacts and supports 10
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BAR of water depth. its cost ranges between 400,000 COP. (emprendepyme.net, s.f.)

Type of channel: specialized short channel, since our products are sold to retail

distributors under a franchise regime, which gives us greater control over our product

apart from the fact that we can demand some issues such as where and the type of

product display and with a personalized sale that gives an additional value and status to

our brand.

Distribution strategy: our distribution strategy is selective since, as we mentioned

before, we make agreements on how and where we want to offer and sell our product

and what type of segmentation we want to reach and achieve. (SENA, s.f.)
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CONCLUSION

It is very important to know how the distribution channels operate, since in this way it is

easier to choose the distribution channel and the type of strategy that best suits our needs and

requirements.
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BIBLIOGRAPHY

emprendepyme.net. (s.f.). emprendepyme.net. Obtenido de emprendepyme.net:

https://www.emprendepyme.net/caracteristicas-de-un-producto.html

SENA. (s.f.). SENA TERRITORIO. Obtenido de SENA TERRITORIO:

https://sena.territorio.la/content/index.php/institucion/Titulada/institution/SENA/Ventas

/122702/Contenido/DocArtic/Material_La_Distribucion_Fisica_Internacional.pd