3. Global marketing

4 distribution systems

Retail concentration

-concentrated / fragmented

-concentrated=few retailers
-fragmented=no one has majority share

Channel length

-# of intermediaries from producer to final customer
-if manufacturer to customer=channel short

-if import / export = long

Channel exclusivity

-exclusive, difficult for outsiders to access

-Japan is exclusive, far from surrounding country

-China is not exclusive

Channel quality

-skill required to sell product

-developed countries like USA have good retailers
-if low quality, difficult market entry