Posted: May 31st, 2016

Why are marketing channels and intermediaries necessary in foreign markets?

1. According to what Hollensen wrote in Global Marketing, a firm s choice of its entry mode for a given product/target country is the net result of several, often conflicting forces (p. 297). What are some of those forces? How do you anticipate the strength and direction of those forces as part of the decision making process?

2. Why are marketing channels and intermediaries necessary in foreign markets? What is the most important function carried out by intermediaries? Why? Why do channel arrangements sometimes need to be modified over time?