营销渠道中英文对照外文翻译文献.doc

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1、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MarketingChannelsandValueNetworksMostproducersdonotselltheirgoodsdirectlytothefinalusersbetweenthemstandsasetofintermediariesperformingavarietyoffunctions.Theseintermediariesconstituteama

2、rketingchannelalsocalledatradechannelordistributionchannel.Formallymarketingchannelsaresetsofinterdependentorganizationsinvolvedintheprocessofmakingaproductorserviceavailableforuseorconsumption.Theyarethesetofpathwaysaproductorservicefollowsafterproduc

3、tionculminatinginpurchaseandusebythefinalenduser.Someintermediaries-suchaswholesalersandretailers-buytaketitletoandresellthemerchandisetheyarecalledmerchants.Others-brokersmanufacturer’srepresentativessalesagents-searchforcustomersandmaynegotiateonthep

4、roducersbehalfbutdonottaketitletothegoodstheyarecalledagents.Stillothers-transportationcompaniesindependentwarehousesbanksadvertisingagencies-assistinthedistributionprocessbutneithertaketitletogoodsnornegotiatepurchasesorsalestheyarecalledfacilitators.

5、TheImportanceofChannelsAmarketingchannelsystemistheparticularsetofmarketingchannelsafirmemploysanddecisionsaboutitareamongthemostcriticalonesmanagementfaces.IntheUnitedStateschannelmemberscollectivelyhaveearnedmarginsthataccountfor30to50oftheultimatese

6、llingprice.Incontrastadvertisingtypicallyhasaccountedforlessthan5to7ofthefinalprice.Marketingchannelsalsorepresentasubstantialopportunitycost.Oneofthechiefrolesofmarketingchannelsistoconvertpotentialbuyersintoprofitablecustomers.Marketingchannelsmustno

7、tjustservemarketstheymustalsomakemarkets.Thechannelschosenaffectallothermarketingdecisions.Thecompany’spricingdependsonwhetheritusesmassmerchandisersorhigh-qualityboutiques.Thefirm’ssaleforceandadvertisingdecisionsdependonhowmuchtrainingandmotivationde

8、alersneed.Inadditionchanneldecisionsincluderelativelylong-termcommitmentswithotherfinsaswellasasetofpoliciesandprocedures.Whenanautomakersignsupindependentdealerstosellitsautomobilestheautomakercannotbuythemoutthenextdayandreplacethemwi