Actividad de aprendizaje 4

Evidencia 2: Workshop “Distribution channels”

Monica Zapata Oliveros

SERVICIO NACIONAL DE APRENDIZAJE – SENA

Centro de gestión de mercados, logística y tecnologías de la información

Tecnología en Negociación Internacional

Bogotá, D.C.

2020
 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 ( ) 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.

2. Intermediaries make:

a. Process of exchange.

1
 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:

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.