Essentials of Marketing 7th Edition by Charles Lamb,Joe Hair,Carl McDaniel

Exercise 14

Discuss channels and distribution decisions in global markets. Global marketing channels are becoming more important to U.S. companies seeking growth abroad. Manufacturers introducing products in foreign countries must decide what type of channel structure to use-in particular, whether the product should be marketed through direct channels or through foreign intermediaries. Marketers should be aware that channel structures in foreign markets may be very different from those they are accustomed to in the United States. Global distribution expertise is also emerging as an important skill for channel managers as many countries are removing trade barriers.
10.1 Go to the World Trade Organization's Web site at www.wto.org. What can you learn at the site about how globalization affects channel management and other aspects of business?