营销渠道和价值网络-毕业论文外文翻译

《营销渠道和价值网络-毕业论文外文翻译》由会员上传分享，免费在线阅读，更多相关内容在学术论文-天天文库。

1、MarketingChannelsandValueNetworksMostproducersdonotselltheirgoodsdirectlytothefinalusers;betweenthemstandsasetofintermediariesperformingavarietyoffunctions.Theseintermediariesconstituteamarketingchannel(alsocalledatradechannelordistributionchannel).Forma

2、lly,marketingchannelsaresetsofinterdependentorganizationsinvolvedintheprocessofmakingaproductorserviceavailableforuseorconsumption.Theyarethesetofpathwaysaproductorservicefollowsafterproduction,culminatinginpurchaseandusebythefinalenduser.Someintermediar

3、ies-suchaswholesalersandretailers-buy,taketitleto,andresellthemerchandise;theyarecalledmerchants.Others-brokers,manufacturers'representatives,salesagents-searchforcustomersandmaynegotiateontheproducer'sbehalfbutdonottaketitletothegoods;theyarecalledagent

4、s.Stillothers-transportationcompanies,independentwarehouses,banks,advertisingagencies-assistinthedistributionprocessbutneithertaketitletogoodsnornegotiatepurchasesorsales;theyarecalledfacilitators.TheImportanceofChannelsAmarketingchannelsystemisthepartic

5、ularsetofmarketingchannelsafirmemploys,anddecisionsaboutitareamongthemostcriticalonesmanagementfaces.IntheUnitedStates,channelmemberscollectivelyhaveearnedmarginsthataccountfor30%to50%oftheultimatesellingprice.Incontrast,advertisingtypicallyhasaccountedf

6、orlessthan5%to7%ofthefinalprice.Marketingchannelsalsorepresentasubstantialopportunitycost.Oneofthechiefrolesofmarketingchannelsistoconvertpotentialbuyersintoprofitablecustomers.Marketingchannelsmustnotjustservemarkets,theymust14alsomakemarkets.Thechannel

7、schosenaffectallothermarketingdecisions.Thecompany'spricingdependsonwhetheritusesmassmerchandisersorhigh-qualityboutiques.Thefirm'ssaleforceandadvertisingdecisionsdependonhowmuchtrainingandmotivationdealersneed.Inaddition,channeldecisionsincluderelativel

8、ylong-termcommitmentswithotherfinnsaswellasasetofpoliciesandprocedures.Whenanautomakersignsupindependentdeal·erstosellitsautomobiles,theautomakercannotbuythemoutthenextdayandreplacethemwithcompany-ownedoutlets.Butatthesame