field : global marketing strategy

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Svend Hollensen, Global Marketing, 7e © Pearson Education Limited 2017

Figure 16.1 Channel decisions

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Svend Hollensen, Global Marketing, 7e © Pearson Education Limited 2017

Figure 16.3 Three strategies for market coverage

Source: Lewison (1996, p. 271).

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Svend Hollensen, Global Marketing, 7e © Pearson Education Limited 2017

Figure 16.4 Factors influencing channel width

Source: adapted from Lewison (1996, p. 279).

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Svend Hollensen, Global Marketing, 7e © Pearson Education Limited 2017

Figure 16.6 Multi-channel distribution

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Svend Hollensen, Global Marketing, 7e © Pearson Education Limited 2017

Figure 16.7 Dell’s four major worldwide distribution channels

Exhibit 16.2 Dell’s use of the multi-channel distribution strategy

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Svend Hollensen, Global Marketing, 7e © Pearson Education Limited 2017

Figure 16.8 Criteria for evaluating foreign distributors

Source: adapted from Cavusgil et al. (1995).

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Svend Hollensen, Global Marketing, 7e © Pearson Education Limited 2017

Figure 16.11 The ‘banana split’ model. How much (in percentages of the retail value in the UK) stays with each chain actor to cover costs and margin

Source: adapted from Vorley, B. (2003, Fig. 7.2, p. 52).

Exhibit 16.3 The ‘banana split’ model

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Svend Hollensen, Global Marketing, 7e © Pearson Education Limited 2017

Figure 16.12 Channel relationships and the concept of trade marketing