毕业论文外文翻译-营销渠道与价值网络

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1、MarketingChannelsandValueNetworksMostproducersdonotselltheirgoodsdirectlytothefinalusersbetweenthemstandsasetofintermediariesperformingavarietyoffunctions.Theseintermediariesconstituteamarketingchannelalsocalledatradechannelordistributionchannel.Formallymarketingchannelsaresetsofinterdependentorg

2、anizationsinvolvedintheprocessofmakingaproductorserviceavailableforuseorconsumption.Theyarethesetofpathwaysaproductorservicefollowsafterproductionculminatinginpurchaseandusebythefinalenduser.Someintermediaries-suchaswholesalersandretailers-buytaketitletoandresellthemerchandisetheyarecalledmerchan

3、ts.Others-brokersmanufacturer’srepresentativessalesagents-searchforcustomersandmaynegotiateontheproducersbehalfbutdonottaketitletothegoodstheyarecalledagents.Stillothers-transportationcompaniesindependentwarehousesbanksadvertisingagencies-assistinthedistributionprocessbutneithertaketitletogoodsno

4、rnegotiatepurchasesorsalestheyarecalledfacilitators.TheImportanceofChannelsAmarketingchannelsystemistheparticularsetofmarketingchannelsafirmemploysanddecisionsaboutitareamongthemostcriticalonesmanagementfaces.IntheUnitedStateschannelmemberscollectivelyhaveearnedmarginsthataccountfor30to50oftheult

5、imatesellingprice.Incontrastadvertisingtypicallyhasaccountedforlessthan5to7ofthefinalprice.Marketingchannelsalsorepresentasubstantialopportunitycost.Oneofthechiefrolesofmarketingchannelsistoconvertpotentialbuyersintoprofitablecustomers.Marketingchannelsmustnotjustservemarketstheymustalsomakemarke

6、ts.Thechannelschosenaffectallothermarketingdecisions.Thecompany’spricingdependsonwhetheritusesmassmerchandisersorhigh-qualityboutiques.Thefirm’ssaleforceandadvertisingdecisionsdependonhowmuchtrainingandmotivationdealersneed.Inadditionchanneldecisionsincluderelativelylong-termcommitmentswithotherf

7、insaswellasasetofpoliciesandprocedures.Whenanautomakersignsupindependentdealerstosellitsautomobilestheautomakercannotbuythemoutthenextdayandreplacethemwithcompany-ownedoutlets.Butatthesametimechannelchoicesthemselvesde