Marketing Channels-外文翻译

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1、外文翻译原文MaterialSource:MarketingChannelsAuthor:BertRosenbloomMostproducersdonotselltheirgoodsdirectlytothefinalusers.Betweenthemstandsasetofintermediariesperformingavarietyoffunctions.Theseintermediariesconstituteamarketingchannel1.ThescopeofMarketingchannels:Marketingchannelsaresetsofin

2、terdependentorganizationsinvolvedintheprocessofmakingaproductorserviceavailableforuseorconsumption..(MarketingKotlerP.,AsplundC.,ReinI.andHaiderH.D.1999,Marketingmanagement)2.Marketing-channeldecisionsareamongthemostcriticaldecisionsfacingmanagement.Thechannelschosenintimatelyaffectall

3、theothermarketingdecisions.Thecompany'spricingdependsonwhetheritusesmassmerchandisersorhigh-qualityboutiques.Thefirm'ssalesforceandadertisingdecisionsdependonhowmuchtrainingandmotivationdealersneed.Inaddition,thecompany'schanneldecisionsinvolverelativelylong-termcommitmentstootherfirms

4、.(MarketingKotlerP.,AsplundC.,ReinI.andHaiderH.D.1999,Marketingmanagement)3.Empiricalstudyinthechannelforanindustrialproductfoundtheeffectofchannelmembersatisfactionovertimetobemediatedbytheextentofmanifestconflict.Theimpactofmanifestconflictwasfoundtobemediatedbythedegreeofchannelmemb

5、ersatisfaction.Inotherwords,channelmembersatisfactionandmanifestconflictwithinthechannelwerebothantecedentsandconsequencesofeachother.(JamesR.Brown,RobertF.Lusch,LaurieP.Smith.ConflictandSatisfactioninanIndustrialChannelofDistribution.1991.)4.Intermediaries.Intermediariesnormallyachiev

6、esupperiorefficiencyinmaknggoodswidelyavailableandaccessibletotargetmarkets.Throughtheircontacts,experience,specialization,andscaleofoperation,intermediariesusuallyofferthefirmmorethanitcanachieveonitsown.AccordingtoSternandEl-Ansary:Intermediariessmooththeflowofgoodsandservices.Thispr

7、ocedureisnecessaryinordertobridgethediscrepancybetweentheassortmentofgoodsand5servicesgeneratedbytheproducerandtheassortmentdemandedbytheconsumer.Thediscrepancyresultsfromthefactthatmanufacturerstypicallyproducealargequantityofalimitedvarietyofgoods,whereasconsumersusuallydesireonlya