营销渠道中英文对照外文翻译文献

《营销渠道中英文对照外文翻译文献》由会员上传分享，免费在线阅读，更多相关内容在工程资料-天天文库。

1、word文档整理分享本科生毕业设计（论文）外文翻译学院：商贸学院学号：120134030专业班级：市场营销1301班学生姓名：宫超指导教师：赵丹年月日参考资料word文档整理分享MarketingChannelsandValueNetworksMostproducersdonotselltheirgoodsdirectlytothefinalusersbetweenthemstandsasetofintermediariesperformingavarietyoffunctions.Theseintermediariesconstituteamarketingchan

2、nelalsocalledatradechannelordistributionchannel.Formallymarketingchannelsaresetsofinterdependentorganizationsinvolvedintheprocessofmakingaproductorserviceavailableforuseorconsumption.Theyarethesetofpathwaysaproductorservicefollowsafterproductionculminatinginpurchaseandusebythefinalendus

3、er.Someintermediaries-suchaswholesalersandretailers-buytaketitletoandresellthemerchandisetheyarecalledmerchants.Others-brokersmanufacturer’srepresentativessalesagents-searchforcustomersandmaynegotiateontheproducersbehalfbutdonottaketitletothegoodstheyarecalledagents.Stillothers-transpor

4、tationcompaniesindependentwarehousesbanksadvertisingagencies-assistinthedistributionprocessbutneithertaketitletogoodsnornegotiatepurchasesorsalestheyarecalledfacilitators.TheImportanceofChannelsAmarketingchannelsystemistheparticularsetofmarketingchannelsafirmemploysanddecisionsaboutitar

5、eamongthemostcriticalonesmanagementfaces.IntheUnitedStateschannelmemberscollectivelyhaveearnedmarginsthataccountfor30to50oftheultimatesellingprice.Incontrastadvertisingtypicallyhas参考资料word文档整理分享accountedforlessthan5to7ofthefinalprice.Marketingchannelsalsorepresentasubstantialopportunity

6、cost.Oneofthechiefrolesofmarketingchannelsistoconvertpotentialbuyersintoprofitablecustomers.Marketingchannelsmustnotjustservemarketstheymustalsomakemarkets.Thechannelschosenaffectallothermarketingdecisions.Thecompany’spricingdependsonwhetheritusesmassmerchandisersorhigh-qualityboutiques

7、.Thefirm’ssaleforceandadvertisingdecisionsdependonhowmuchtrainingandmotivationdealersneed.Inadditionchanneldecisionsincluderelativelylong-termcommitmentswithotherfinsaswellasasetofpoliciesandprocedures.Whenanautomakersignsupindependentdealerstosellitsautomobilestheautomakercann