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BASIC OF LOGISTICS

LOGISTICA

Y MERCADEO INTERNACIONAL
AUTOR: Javier Arles López Astaiza

Translation and update: Johana Paola Hoyos Jiménez

INDEX
1. Basic notions of logistics and international marketing

1.1. Historical evolution of logistics and international marketing in the world
1.2. International logistics concept
1.3. International marketing concept
2
2 POLITÉCNICO GRANCOLOMBIANO
INTRODUCTION
Learning to plan, organize, schedule and control the logistics chain and the marketing scheme of
an organization is the daily challenge of those who study these exciting topics. And that is
precisely the ability to meet: functions of procurement, production and distribution, is what is
known as integrated logistics or supply chain management. Having designed activities to generate
and facilitate exchanges with the intention of satisfy needs or desires of individuals or
organizations, it is what moves the "marketing in the business world." Have a set of skills, ethical
values, skills and discipline through which a recognizable seal is achieved by any organization or
community, it is also an added value that each day becomes a corporate necessity.
The main objective of this unit is to develop critical analysis on logistics and international markets.
Having the concepts and basic notions, identifying fundamentals variables of intelligence of
business and information systems, as well as the international supply chain, conceptualizing
strategic markets that companies develop in an increasingly global environment.
ACADEMIC RECOMMENDATIONS
• The key recommendation is to devote sufficient time to study the theoretical basis,
clarifying the doubts and related them with real cases and the actual experiences of
Logistics and Marketing in companies in International Business.
• To read each one of the primers of the course.
• To review the support materials and supplementary readings.
• To perform a research of the concepts described for each week.
• To build your own reading records with key ideas, own analysis and bibliographic
reference source.
• To review the schedule of activities and evaluation criteria.
• To participate on the activities and to comply with expected deliveries.
LOGÍSTICA Y MERCADEO INTERNACIONAL 3

THEMATIC DEVELOPMENT

1. Basics-‐ notions of logistics and international marketing
Figure 1. Logistics
Source: Elena Pimonova (s.f)
4
Logistics and International Marketing have been developed independently within companies,
which has caused friction, unnecessary conflict and ambiguity in the assigned functions. This
undoubtedly affects to the end customer when the goods and/or services is not delivered
promptly or there is a deficiency in compliance with the conditions agreed with the consumer.
Logistics and Marketing share common goals: customer satisfaction and profits for the company
as well as its maintenance and increase participation in the labor market. This is only achieved
when all consumer needs are completely satisfied and both areas work jointly and coherently
according to effectively meet the expectations of its customers.
Marketing variables are, among others: price, place, promotion, product and after-‐sales service,
which allow the company to achieve optimal levels of competitiveness; One of these variables
and that is very important is the timely distribution.
So, the logistics area must have the knowledge of each marketing actions in order to plan and
coordinate each one of the dispatches for product delivery is in a timely manner, at the right time,
right place, at appropriate cost, in the hands of the end customers and meeting completely their
needs.
It may be thought that logistics area should only be informed about the decisions and actions of
marketing to ensure that the product reaches the end customer to meet all requirements. But
communication must be bilateral, that is to say, marketing management should know about
distribution logistics, analyzing aspects such as geographical location, costs, sales volumes,
storage centers, times and frequencies of goods delivery, local regulations and requirements of
the customer, among other things, which will help to identify optimal distribution channels for
placing the goods at the final consumer.
Logistics contributes to marketing, as noted, mainly with the distribution of products effectively,
but this discipline goes far beyond, starting from the supply of raw material until bring it to the
company for processing, and then, distribute the product with the above characteristics. In
addition, logistics support with storage, a decisive step for customer satisfaction, the “raison
d'etre" of any organization.
The combination of these two areas helps to provide a timely and effective response that in
conjunction with the marketing mix results in some competitive advantages. It should be noted
that marketing needs of logistics, as it is a means for the product reaches the final consumer and
logistics must work based on marketing. These two areas must have a permanent interaction and
feedback, as well as excellent communication to work in order to meet the proposed objectives
and goals aiming at customer satisfaction.

1.1. Historical evolution of logistics and international marketing in the world
The contributions of Albert and Theodore Levitt (2006) have become a good framework to discuss
the development of marketing and logistics in a process of companies’ internationalization,
becoming fundamental elements for optimal management of modern organizations. Good
management relies on marketing and logistics, as these two activities integrate all processes
related to the identification and provision of appropriate products in the amounts and indicated
place, at the right time and top quality.
The origins of logistics term comes from the military field, related to the acquisition and supply
of materials required to fulfill an applied mission. Lots and lots of articles point to the fact that
it's from the French word "Logistique" which first appeared in the book "The Art of War" in 1838
by Baron Henri de Jomini who was the general in French army during Napoleon's time
(Supplychainopz, 2016). In the fifties, after the Second World War, demand grew in industrialized
countries and distribution capacity was lower than sales and production. This resulted in the
proliferation of products in the departments of marketing, who chose to sell any item anywhere
possible, and distribution channels began to be obsolete. Therefore, top management, aware that
the physical distribution had to be efficient and represent profitability rather than expenses, it
began testing substantial changes in distribution systems and it started to have its own identity
within the structure of the organization. Therefore, the origins of logistics in the distribution
department controlled storage, transportation and handling part orders are given.
In the mid-‐sixties, entrepreneurs began to realize that reducing inventories and receivables
increased cash flow and saw that profitability could improve if properly planned distribution
operations. At the end of that decade, the concept of materials management appears, developed
from a situation of scarcity and disruption of supplies, but whose aim was the same: to provide a
certain level of service with minimal social cost. This period until 1979 is known as the "maturity"
of logistics, because the company becomes aware of the importance of it. Since 1980, logistics is
consolidated as a result of the uncertainty generated by the characteristic economic recession of
the decade; management of the entire distribution process is essential.
Logistics is perhaps the process that more uses technological advances in areas such as
electronics, computer science and mechanics, it has simplified the management of the supply
chain through the use of electronic document exchange for transactions and accounting code bar
to identify products and services, material transport systems to reduce delivery times and
handling. Thus, the most important items that make operational costs that affect the final product
yield are reduced.
On the other hand, technology is putting all the items on the table so that people do not have to
leave their homes to purchase products.
Poorly differentiated mass consumption goods are sold by telephone, distributed directly home.
People go to stores to look, touch and try products that then buy from their home. Another very
6
marked in the current consumer trend is the ability to choose between different products
according to their actual benefits, with increasing disloyalty to brands.
Logistics is not only to manage the supply chain; it also means eliminating intermediaries that add
cost to the product. Logistics provides the means for the consumer to contact the products,
compare them and if necessary, demand related services

Figure 2. Delivery
Source: Hugo Lacasse (s.f)

International marketing is a rich topic to dwell on conceptualizations. It is an open field to all kind
of theories. It is about the inconsistent, unstable and changing human behavior, buying and selling
products or services. Like all forms of knowledge, marketing also has its history. Although it is not
easy to summarize something so large and complex, here is a brief presentation on the highlights
of its historical development stages, looking for understanding the present.
Stage of economic self-‐sufficiency
This first stage corresponds to the earliest days of humanity, when there was no social
organization and each family group was bound to be self-‐sufficient. It is obvious that in these
conditions could be no trade, which is why we consider that at this stage there was no marketing.
Marketing did not exist in villages and ancient tribes that inhabited the earth, but as evolved
human beings, the organization developing trade for self-‐preservation and survival of human,
which makes try to satisfy their basic needs then the secondary and then superfluous. Thus the
development of peoples, forces the increase and expansion of its territory reaching to generate
marketing.
Barter Stage
Given the emergence of the first forms of division and specialization of labor, primitive man came
to realize that he could have things he did not produce, making the change or barter with other
peoples or tribes, and this happened when someone collected more of what could eat or use,
from there began to appear surplus production in many households. This situation led to the
custom of exchanging products between different groups. Today we can think that it was at that
time that appeared, in a rudimentary form, “Marketing”.
Stage of fools markets
It is well known that barter posed operational difficulties. it was not only needed to find the
person who had the wanted product, but also own the product required by the other. When
appeare a stable and known place for making transactions what characterizes this historical stage,
it appears exchange of goods that could be considered as one of the great revolutions in
commercial history. The first men who developed exchange activities and they have to
communicate their arguments. These techniques, used by the first merchants of the earth have
been improved by the Babylonians, the Egyptians, the Greeks and Romans until our days.
8
Monetary stage
When man analyzed the use and service of the products, began to generate the value later
someone give it a monetarily value. The appearance of the coin is also a great event in the history
of marketing. Its use eliminated many of the hardships suffered by businessmen of that time,
speeding up the domestic and international trade.

Figure 3. Currency
Source: Sergey Kuzmin (s.f)
The role of paper and writing
In Chinese civilization, the great inventions were originated. One of them, paper, by the second
century of our era, when Tsai Lun, manufactures the first sheet of handmade paper. This is crucial
for marketing, it is the start of mass written communication. Calligraphy and painting as arts to
reach the masses. From China and through Arabs paper was introduced in Europe. The first paper
factory, which displaces the parchment and papyrus, was established in Játiva (Valencia), Spain,
by the year 1178. The mass dissemination of concepts and ideas could not be massively before
Luis Senefelder invented the lithographic. By the same time, Louis Robert invented a machine to
produce paper industrially, which allows, with the machine Senefelder massification print
magazine and books, first mass media that made possible marketing.

Stage of the Industrial Revolution
The invention of the steam engine (James Watt, 1760) and subsequent application to industry,
initially in the English looms and progressively in other fields, completely transformed production
systems and forced employers to seek new marketing techniques (research, sales, advertising,
distribution, etc). It is here where appear the origins of modern marketing.

Figure 4. Industrial Revolution
Source: manfredxy (s.f)
10
Stage Mass Production
According to different analysts the beginning of this stage is in 1903, when it was finally organized
the Ford company and set a precedent in the history of companies with an international
dimension.
In the period between that year and today well-‐known facts occurred because of their
importance, affecting the marketing year, among these are:
• The two world wars (1914 -‐ 1918 and 1939-‐1945).

• The surprising development of mass media advertising (in chronological order:
newspaper, magazine, radio and television).
• The rapid advancement of aviation, in a period of only sixty-‐nine years lapsed between
the first flight of the Wright brothers (1900) and 1969, culminating in the arrival of man
on the moon.
• The birth and rapid development of computers, which impact on marketing is known by
all of us, which resulted in the electronic marketing.
1.2. International logistics concept

Figure 5. International logistics
Source: ostapenko (s.f)

International Logistics is the management of flows of goods; it covers from the purchase
management to the delivery of products by the seller of a particular country to the buyer in
another country and subsequent services:
Materials: logistics manages the flow of materials, starting with the purchase of raw materials
and ending with the sale to the customer.
Transport through logistics we can choose the best transportation to send our goods in the
shortest time, the safest and lowest cost.
Production: logistics also manages all flows of goods while they are in production. Therefore, it
manages raw materials, semi-‐finished and finished products.
Customer service: includes all those before or after sale covering the management of flows of
goods or services and information services.
Purchasing: purchases of raw materials and / or accessories necessary to manufacture the final
product or service.
Import / Export: logistics manages, manipulates and condition the goods so that they can be sent
(exported) or received (imported) in foreign markets.
Warehouses: in warehouses is where raw materials, semi-‐finished products and the finished
products are stored.
Keep in mind that when quality policies are not performed in logistics processes an important
increase of costs occurs, not only in the handling of goods, but also on transport.
The non-‐use of inter-‐modality (combination of different transport), may cause the increase of the
total price of transport. Today there are already some very interesting connections to get faster
traffic at a cheaper price.
It should be considered an important term when talking about logistics: reverse logistics. It is the
logistics that handles with the waste flow and product returns.it has a great importance and
condition the use of materials and product components. it has an additional cost to cover the
treatment of the waste. It can also be extended to product returns, whether new or obsolete,
since treatment may have some complex conditions of reuse.
12

Figure 6. Reverse Logistics
Source: Bimdeedee (s.f)
Based on the three R's: Reuse, Recycle and revalue.
Just in time (JIT) is an inventory strategy developed in Japan in the 70s, companies employ it to
increase efficiency and decrease waste by receiving goods only as they are needed in the
production process, thereby reducing inventory costs. This method requires producers to forecast
demand accurately. The Kanban system is a pull system approach that gives authorization to
produce at a required rate and specific time in order to replenish part that already consumed by
the customer. As one of the lean manufacturing principles, Kanban system emphasized minimum
level of inventory by producing only what is needed. It ensures the supply of the right product, at
the right time, in the right quantity and at the right place. Kanban system becomes practical; it
synchronizes all manufacturing activities entire manufacturing with customer demand

Figure 7. Just in time (JIT)
Source: Constantin Stanciu (s.f)
Supply chain management (SCM)
it is the oversight of materials, information, and finances as they move in a process from supplier
to manufacturer to wholesaler to retailer to consumer. SCM involves coordinating and integrating
these flows both within and among companies. It means that the ultimate goal of any effective
supply chain management system is to reduce inventory.
14

Figure 8. Supply Chain Management
Source: bimdeedee (s.f)
Efficient Consumer Response (ECR) is a strategy to increase the level of services to consumers
through close cooperation among retailers, wholesalers, and manufacturers in order to improve
the efficiency of a supply chain as a whole; they can consequently gain larger profits than each of
them pursuing their own business goals. Companies who compose the supply chain can reduce
the opportunity loss, inventory level, and entire cost, as well as increase monetary profitability by
sharing the purpose of "customer satisfaction".
Short sea shipping (SSS) is the maritime transport of goods over relatively short distances, as
opposed to the intercontinental cross-‐ocean deep-‐sea shipping.

1.3. International marketing concept

Figure 9. Marketing
Source: Alexandragl (s.f)
Marketing is the discipline dedicated to develop strategies for the commercial management
of companies, seeking to stimulate the demand. Marketing tasks include analyzing the
behavior of consumers and the market.
International marketing or global marketing refers to marketing executed by transatlantic

companies or across national borders. This strategy uses an extension of the techniques used
in the main country of the company.
It is the application of marketing strategies in an environment different of the own country.

The specialists must interact with cultures and realities outside their usual environment and
force them to pay particular attention to certain factors that will be key to the introduction of
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products on the market. One of the responsibilities of marketing is to retain consumers for
this the product should meet consumer needs. In international marketing, it is important that
the expert be clear about what these needs are and how the product to be marketed can
meet them.
To meet this objective, it is necessary to work in the field of foreign market research.
International marketing has to know the characteristics of this environment to make
appropriate recommendations on the design and product development. Once the product is
introduced in the market, it's time to try to retain consumers and to develop expansion
strategies.
International marketing is a type of marketing to the internationalization of a company, not just
the export of goods and / or services but also the transformation of the company into a
supranational entity.
You can find multiple forms of marketing or marketing internationalization processes, where we
could highlight:
• -‐ Exports and imports direct and indirect

• -‐ Purchasing agents and international sales
• -‐ Commercial Affiliates or "Brokers"
• -‐ Franchising, trademarks or patents
• -‐Foreign investments
• -‐ Turnkey Operations
• -‐ Free Zones or Free Zones
• -‐ Electronic commerce (B2B, B2C, C2C, etc.)
The blue ocean strategy
To generate profits and grow the market, you should not always walk a known and safe way; Blue
Ocean Strategy is to create demand in a space not covered so far, an unspoiled sea, rather than
compete face to face with the other companies in an existing industry.

Figure 10. Blue Ocean
Source: Watchara Thakaew (s.f)
Opposite to Blue Ocean is "Red Ocean", where businesses viciously fight against each other for a
share of the marketplace. The dynamic that exists in a red ocean is a competition between
companies looking to get better performance than the others, grab a larger market share, giving
consumers what they ask for, what everyone knows that they need. As the market space grows,
the chances of profit for each particular company decrease; that is the time when aggressive
measures start, which aim to reach the top regardless of the consequences, without pity for the
competitors. This ruthless war colors the ocean of blood and this is why this “Red Ocean” is called.
Instead, according to the blue ocean strategy, organizations should find a way to work in a
marketplace that is free of competitors. Blue Ocean represents a point on the map that has not
been discovered yet, an unknown space without competition or demand; the first to sail clear
waters is responsible for creating this demand, to show consumers a totally new product or
service, and to convince them that they need it.
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Relying on an unprecedented marketing strategy may have several situations that endanger the
continuity of a company: that revolutionary product or service does not generate the desired
impact and could be impossible to recover the investment; that acceptance is very slow or that
competitors quickly see the potential and produce improved imitations, capturing the attention
of consumers more effectively.
Importance of distribution and marketing of goods and services
Be aware that of distribution depends largely the stability of enterprises. For a product, whatever
it is comes to an end destination or the final consumer, it has to pass through several hands, this
is the way that specialists call the distribution channel, which in many cases is the difference
between staying or leaving the market.
In short, distribution channel is the way that take the product to go from company to consumer,
but it is not always the same, as well as can be that the product comes directly from producer to
consumer; also, it can use distributors or other producers. When we talk about direct path, we
mean the shortest distance between the producer and the consumer, that is to say the
distribution is direct.
The channel of distributors are individuals or companies that are responsible to make the goods
or services produced by the company reach the hands of the consumer, with an increase in the
cost of intermediation. Distributors are several types:
Suppliers: people who are responsible for selling the product at wholesale or retail.
Intermediaries: characteristic of the agricultural sector.
Consumer cooperatives: usually they are stores that distribute necessities
There are also institutional channels, which are composed of representatives of institutions that
acquire products for the benefit of its customer base, including schools, hospitals, etc. When we
talk about other producers, we mean that if the company produces semi-‐finished products, there
are others responsible for completing the product for delivery to the final consumer.
As we have already seen the distribution, channels are limited by the characteristics of:
Consumers: such as number and geographical location of these, which affects sales volumes.
Products, the size, durability, the unit value, standardization, if it requires special qualities on
distributors, such as storage capacity, financial solvency. The ability of distributors to carry,
publicize, provide credit. Competition, if you want to be competitive you should be on par with
competitors and that means that should use the same channels.
Each one of the members of a distribution channel assumes responsibilities; the members acquire
commitments and execute tasks to achieve the goal of distribution. Tasks, commitments and
responsibilities are given about the terms of payment, prices, product transport, storage and

security, packaging, promotion, lending, delivery conditions, etc. This requires absolute clarity
among members of channel about responsibilities. If it is possible to avoid misunderstandings
that everything is in writing. The company must point out very clearly and accurately the basic
prices and discounts granted. It is vital to regularly assess distributors to support them if the case
or replace them with others that offer better performance.

Figure 11. Supply chain
Source: Keith Bell (s.f)
20
REFERENCES
• Supplychainopz. (2016, September 10). Supplychainopz. Retrieved from

http://www.supplychainopz.com/2013/05/logistics.html
List of figures
• Elena Pimonova (s.f) Logística dibujados a mano y los iconos de croquis de entrega
establecidos. Ilustración vectorial. [Vectores] Recuperado de
http://es.123rf.com/search.php?word=logistics&imgtype=0&t_word=logistics&t_lang=
es&oriSearch=logistica&orderby=0&srch_lang=es&sti=mv3ktldnjk7zpbzvvj|&mediapo
pup=34660704
• Hugo Lacasse (s.f) Distribución y expedición elementos [Vectores] Recuperado de
http://es.123rf.com/search.php?word=logistics&imgtype=0&t_word=logistics&t_lang=
es&oriSearch=logistica&orderby=0&srch_lang=es&sti=mv3ktldnjk7zpbzvvj|&mediapo
pup=17503554
• Sergey Kuzmin (s.f) Monedas de diferentes países, apiladas en el calendario financiero.
[Foto de archivo] Recuperado de
http://es.123rf.com/search.php?word=monedas&imgtype=0&t_word=coins&t_lang=e
s&oriSearch=trueque&orderby=0&srch_lang=es&sti=ninachuxz1pq1ovp4o|&mediapo
pup=46297555
• Manfredxy (s.f) Revolución Industrial -‐ cran en una antigua zona industrial [Foto de
archivo] Recuperado de
http://es.123rf.com/search.php?word=Industrial+Revolution&imgtype=0&t_word=Ind
ustrial+revolution&t_lang=es&oriSearch=monedas&orderby=0&srch_lang=es&sti=nnc
34t4wwqif0rztgs|&mediapopup=25220349
• Ostapenko (s.f) la red global de logística planos isométricos ilustración Conjunto de
iconos de transporte aéreo de carga por ferrocarril de camiones de transporte del
transporte marítimo [Foto de archivo] Recuperado de
http://es.123rf.com/search.php?word=logistica+internacional&imgtype=0&t_word=in
ternational+logistics&t_lang=es&oriSearch=Industrial+Revolution&orderby=0&srch_la
ng=es&sti=nposqsskk43hu3qsw9|&mediapopup=52362118
• Radiantskies (s.f) Nube palabra abstracta para la logística inversa con etiquetas y
términos relacionados [Foto de archivo] Recuperado de
http://es.123rf.com/search.php?word=17320309&imgtype=0&sti=%7Cnd7y3t4vrv903
66zsd&t_word=17320309&t_lang=es&oriSearch=marketing&orderby=0&srch_lang=es
&mediapopup=17320309

• Constantin Stanciu (s.f) Mano de un hombre de negocios de completar el
rompecabezas de la última imagen piece.Concept faltante de negocios acrónimo JIT
como justo a tiempo con [Foto de archivo] Recuperado de
http://es.123rf.com/search.php?word=just+in+time&imgtype=0&t_word=just+in+tim
e&t_lang=es&oriSearch=reverse+logistics&orderby=0&srch_lang=es&sti=m0t667dlj58
6466hvu|&mediapopup=41030955
• Bimdeedee (s.f) Garabatos de negocio sobre gestión de la cadena de suministro.
[Vectores] Recuperado de
https://translate.google.com/#es/en/bimdeedee%20(s.f)%20Garabatos%20de%20neg
ocio%20sobre%20gesti%C3%B3n%20de%20la%20cadena%20de%20suministro.%20%5
BVectores%5D
• Alexandragl (s.f) negocio conceptual de fondo en estilo plana. La mano del hombre de
negocios la celebración de imán y atrae a los clientes felices o clientes de diferente
edad y la raza para el negocio. [Vectores] Recuperado de
http://es.123rf.com/search.php?word=marketing+iman&imgtype=0&t_word=marketi
ng+magnet&t_lang=es&oriSearch=Supply+Chain+Management&orderby=0&srch_lang
=es&sti=nt0ddn8kd1v43iqxcd|&mediapopup=50634846
• Watchara Thakaew (s.f) peces de oro en cuencos cuál es el contenido de agua de color
rojo y el otro azul del agua contenida, vector del océano azul y rojo concepto de
estrategia de negocio del océano[Vectores] Recuperado de
http://es.123rf.com/search.php?word=The+blue+ocean+strategy&imgtype=0&t_word
=the+blue+ocean+strategy&t_lang=es&oriSearch=marketing+iman&orderby=0&srch_l
ang=es&sti=o418tl6pseuh66xvf5|&mediapopup=43471401
• Keith Bell (s.f) Supply Chain Management Palabra Círculos Concepto con los términos
tales como el valor, aguas arriba, logística y mucho más. [Foto de archivo] Recuperado
de
http://es.123rf.com/search.php?word=supply+chain+managment&srch_lang=es&imgt
ype=&Submit=+&t_word=&t_lang=es&orderby=0&sti=ld25ndg75g7lcasser|&mediapo
pup=26184865
22

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1. Basic notions of logistics and international marketing

LOGÍSTICA Y MERCADEO INTERNACIONAL 3

1. Basics-­‐ notions of logistics and international marketing

Figure 1. Logistics

Source: Elena Pimonova (s.f)

LOGÍSTICA Y MERCADEO INTERNACIONAL 5

Source: Hugo Lacasse (s.f)

LOGÍSTICA Y MERCADEO INTERNACIONAL 7

Stage of economic self-­‐sufficiency

Stage of fools markets

Source: Sergey Kuzmin (s.f)

The role of paper and writing

LOGÍSTICA Y MERCADEO INTERNACIONAL 9

Source: manfredxy (s.f)

• The two world wars (1914 -­‐ 1918 and 1939-­‐1945).

1.2. International logistics concept

Source: ostapenko (s.f)

LOGÍSTICA Y MERCADEO INTERNACIONAL 11

Figure 6. Reverse Logistics

Source: Bimdeedee (s.f)

Based on the three R's: Reuse, Recycle and revalue.

LOGÍSTICA Y MERCADEO INTERNACIONAL 13

Figure 7. Just in time (JIT)

Source: Constantin Stanciu (s.f)

Supply chain management (SCM)

Figure 8. Supply Chain Management

Source: bimdeedee (s.f)

LOGÍSTICA Y MERCADEO INTERNACIONAL 15

Source: Alexandragl (s.f)

International marketing or global marketing refers to marketing executed by transatlantic

It is the application of marketing strategies in an environment different of the own country.

• -­‐ Exports and imports direct and indirect

The blue ocean strategy

LOGÍSTICA Y MERCADEO INTERNACIONAL 17

Source: Watchara Thakaew (s.f)

Importance of distribution and marketing of goods and services

Intermediaries: characteristic of the agricultural sector.

Consumer cooperatives: usually they are stores that distribute necessities

LOGÍSTICA Y MERCADEO INTERNACIONAL 19

Figure 11. Supply chain

Source: Keith Bell (s.f)

• Supplychainopz. (2016, September 10). Supplychainopz. Retrieved from

List of figures

LOGÍSTICA Y MERCADEO INTERNACIONAL 21

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1. Basics-‐ notions of logistics and international marketing

Stage of economic self-‐sufficiency

• The two world wars (1914 -‐ 1918 and 1939-‐1945).

• -‐ Exports and imports direct and indirect