The Influencing Factors for Selection International Marketing Channel

• Main Authors: Chin-Fu Kao, 高金福
• Other Authors: Dong-Jenn Yang
• Format: Others
• Language: en_US
• Published: 2006
• Online Access: http://ndltd.ncl.edu.tw/handle/10373955174275638556

碩士 === 義守大學 === 管理研究所碩士班 === 94 === Marketing is supposed to drive business strategy. The marketers’ job is to research new opportunities for the company and carefully apply segmentation, targeting, and positioning (STP) to point a new business in the right direction. Since international marketing channels have played an important role in distributing products from international marketers to consumers in the world, and the impact of some global channel members has been far beyond the traditional functions of retailers. Marketing channel has always been the greatest headache of our domestic manufacturing in becoming internationalized. And from the perspective of the supplier, selecting marketing channel is the key factor to success or failure. After going through questionnaire investigation and sorted the suppliers’ framework, products, and market factors, this study examines what Taiwanese firms are looking for from foreign partner contribution. From the result of this study, we have discovered that the most important factors in selecting channel patterning ability. And under different channel pattern, its major factor differs. From the point of the strength of its existing advantageous, selective distribution mode channel emphasizes marketing ability of international staff and other four factors. Intensive distribution mode channel emphasize competitiveness and other four factors. And restricted distribution mode channel emphasize marketing ability of international staff and other four factors. The conclusion in this study shall provide manufacturers to adjust its channel design coordinating with emphasize and existing advantageous factors, hereby, increasing the performance of manufacturer’s channel.