International and National Marketing Channel Decisions For Emerging Markets

Abstract

Distribution channels have been the bane of marketing in the emerging markets, with decisions still subject to the cleavages of traditional and cultural dispositions and the government control. The emerging markets are transitional and in a close economy devoid of conventional marketing practices in the distribution of products. A survey was used to investigate the emerging markets of Brazil, Russia, India, China, Korea,(BRICK) states, Indonesia, Malaysia, Chile, and others that form the population of study. The findings show that distribution channels are gradually being integrated into the various businesses as major links between the channel participants. The emerging markets are now involved with restructuring and moving away from government controlled economy to a free market economy. There is the need for the development of distribution channels, encouraged by the operations of the market involving movements and exchange processes of products between the manufactures and the consumers.

Keywords: International Marketing, National Marketing, Emerging Markets