Tecnólogo En Negociación Internacional

Presentado por:
Francy Julieth Vargas Aristizabal

English
Sena 2022
 Actividad de aprendizaje

Evidencia N° 2
Workshop “Distribution channels”
 ACTIVIDAD DE PLANEACION

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.

 The Company product is a

cake. T ( ) F ( +)

 The meeting objective is to choose the product’s

price. T ( ) F (+)

 Susan proposes three distribution

strategies. T (+) F ( )

 The selective strategy pretend to reach many

POS. T ( ) F (+)

 The exclusive strategy is difficult to

control. T ( ) F (+)

 Mr. White chooses the intensive

strategy. T ( ) 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 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:

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:

1
Buhalis, D. y Laws, E. (2001). Tourismo distribution channels. Cornwall, Reino Unido: Thomson Learning.
 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.

FRESHQUI WATERMELON
(CONTRIBUTING TO YOUR NUTRITION)

CHARACTERISTICS

Whatermelon freshqui is a herbaceous plant of annual cycle, climbing or creeping, of rough texture, with
hairy stems provided with tendrils and leaves with five deep lobes, the flowers are yellow, large and
unisexual.

The fruit of the plant is large (usually more than four kilos), pepónide, fleshy and juicy (more than 90% is
water), almost spherical, smooth texture without porosities, green in two or more shades. The pulp is red -
due to the antioxidant lycopene - and the flesh is generally sweet tasting (more rarely yellow and bitter).

COST

It is currently priced between $1,400 - $1,800 per pound.

a kilo is $2,800 and 6 kilos are $19,600.

CHANNEL AND TYPE OF DISTRIBUTION

strategy that we could apply through social networks, web pages, web positioning, google ads. physical and
digital advertising. we could use domiciliary, cold chains for exports.

Translated with www.DeepL.com/Translator (free versión)