Distribution and Pricing Decisions to Build Cultural Equity

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.