营销渠道和价值网络-毕业论文外文翻译

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1、MarketingChannelsandValueNetworksMostproducersdonotselltheirgoodsdirectlytothefinalusers;betweenthemstandsasetofintermediariesperformingavarietyoffunctions.Theseintermediariesconstituteamarketingchannel(alsocalledatradechannelordistributionchannel).Formally,marketingcha

2、nnelsaresetsofinterdependentorganizationsinvolvedintheprocessofmakingaproductorserviceavailableforuseorconsumption.Theyarethesetofpathwaysaproductorservicefollowsafterproduction,culminatinginpurchaseandusebythefinalenduser.Someintermediaries-suchaswholesalersandretailer

3、s-buy,taketitleto,andresellthemerchandise;theyarecalledmerchants.Others-brokers,manufacturers'representatives,salesagents-searchforcustomersandmaynegotiateontheproducer'sbehalfbutdonottaketitletothegoods;theyarecalledagents.Stillothers-transportationcompanies,independen

4、twarehouses,banks,advertisingagencies-assistinthedistributionprocessbutneithertaketitletogoodsnornegotiatepurchasesorsales;theyarecalledfacilitators.TheImportanceofChannelsAmarketingchannelsystemistheparticularsetofmarketingchannelsafirmemploys,anddecisionsaboutitareamo

5、ngthemostcriticalonesmanagementfaces.IntheUnitedStates,channelmemberscollectivelyhaveearnedmarginsthataccountfor30%to50%oftheultimatesellingprice.Incontrast,advertisingtypicallyhasaccountedforlessthan5%to7%ofthefinalprice.Marketingchannelsalsorepresentasubstantialopport

6、unitycost.Oneofthechiefrolesofmarketingchannelsistoconvertpotentialbuyersintoprofitablecustomers.Marketingchannelsmustnotjustservemarkets,theymustalsomakemarkets.Thechannelschosenaffectallothermarketingdecisions.Thecompany'spricingdependsonwhetheritusesmassmerchandisers

7、or13high-qualityboutiques.Thefirm'ssaleforceandadvertisingdecisionsdependonhowmuchtrainingandmotivationdealersneed.Inaddition,channeldecisionsincluderelativelylong-termcommitmentswithotherfinnsaswellasasetofpoliciesandprocedures.Whenanautomakersignsupindependentdealerst

8、osellitsautomobiles,theautomakercannotbuythemoutthenextdayandreplacethemwithcompany-ownedoutlets.Butatthesamet