Distribution and Pricing Decisions to Build Cultural Equity

Carlos J. Torelli () and Maria A. Rodas ()
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Carlos J. Torelli: University of Illinois Urbana-Champaign
Maria A. Rodas: University of Illinois Urbana-Champaign

Chapter Chapter 12 in Globally-Minded Marketing, 2024, pp 149-159 from Springer

Abstract: Abstract Once a marketer has decided on the products/services and communication strategy best suited for a foreign expansion, the focus turns to the distribution and pricing strategies that will facilitate the marketing exchange and build cultural equity. A distribution (or channel) strategy considers the different organizations (e.g., distributors, franchisees, wholesalers, etc.) and actions (e.g., joint ventures, distribution agreements, licensing, etc.) involved in the process of making a product or service available to target consumers. Pricing refers to the sum of all the values that consumers exchange for the benefits of having or using the product or service.

Keywords: Distribution; Channels; Pricing; Premium pricing; Low-price strategy; Distributors; Wholesalers (search for similar items in EconPapers)
Date: 2024
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DOI: 10.1007/978-3-031-50812-7_12

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