营销渠道中英文对照外文翻译文献Word格式.docx

1、alocaloperationsellinginfairlycircumscribedmarketusingexistingintermediaries.Thenumberofsuchintermediariesisapttobelimited:fewmanufacturerssalesagentswholesalersseveralestablishedretailerstruckingcompaniesandwarehouses.Decidingonthebestchannelsmightnotbeproblemoftenconvinceavailableintermediarieshan

2、dlefirmsline.If the firm is successful it might branch into new markets and use differentchannels in different markets. In smaller markets the firm might sell directly toretailers in larger markets it might sell through distributors. In rural areas it mightwork with general-goods merchants in urban

3、areas with limited-line merchants. Inone part of the country it might grant exclusive franchises in another it might through outlets to handle the merchandise. In one country it might useinternational sales agents in another it might partner with a local firm.Internationalmarketsposedistinctchalleng

4、es.CustomersshoppinghabitscanvarybycountriesmanyretailersGermanysAldiUnitedKingdomsTescoSpainsZarahaveredefinedthemselvescertaindegreewhenenteringanewmarketbettertailortheirimageneedswants.RetailersthathavelargelystucksameformularegardlessgeographyEddieBauerMarksampSpencerWalt-Mart-marketingstrategy

5、forItsentranceinto1MUS.slackdifferentnationalmanufacturersometimesencounteredtroublemarkets.Inshortchannelsystemevolvesfunctionopportunitiesandconditionsemergingthreatscompanyresourcescapabilitiesandotherfactors.ConsidersomechallengesDellhasencounteredrecentyears.HybridChannelsTodayssuccessfulareals

6、omultiplyingquotgo-to-marketquotorhybridchannelsanyonearea.contrastHPuseditssalesforceselllarge accounts outbound telemarketing to sell to medium-sizedaccounts direct mail with an inbound number to sell to small accounts retailers to sellto still smaller accounts and the Internet to sell specialty i

7、tems. Staples marketsthrough its traditional retail channel adirect-responseInternet site virtual malls andthousands of links on affiliated sites.Companies that manage hybrid channels must make sure these channels workwell together and match each target customers preferred ways of doing business.Cus

8、tomers expect channel integration characterized by features such as:the ability to order a product online and pick it up at a convenient retail location；the ability to return an online-ordered product to a nearby store of the retailer；the right to receive discounts and promotional offers based on to

9、tal online and off-line purchases. Circuit City estimated in-store pick-ups accounted for more than half its online sales in 2006. Heres a specific example of a company that has carefully managed its multiple channels. REI（Recreation Equipment Inc.） What s more frustrating: buying hiking boots that

10、cripple your feet or trying onthe perfect pair only to find the store is out of stock in the size or style you want at Recreational Equipment Inc.largeaccountsoutboundtelemarketingmedium-sizedaccountsdirectmailwithaninboundsmallselltostillsmallerInternetspecialtyitems.Staplesmarketsthroughtraditiona

11、lretailadirect-responsesitevirtualmallsandthousandslinksaffiliatedsites.the right to receive discounts and promotional offers based on total online and off-line purchases. Circuit City estimated in-store pick-ups accounted for more than half its online sales in 2006. Heres a specific example of a co

12、mpany that has carefully managed its multiple channels. REI（Recreation Equipment Inc.） Whats more frustrating: buying hiking boots that cripple your feet or trying onthe perfect pair only to find the store is out of stock in the size or style you want at Recreational Equipment Inc.UnderstandingCusto

13、merNeedsConsumersmaychoosetheypreferbasedfactors:priceproductassortmentconvenienceoptionwelltheirownparticularhoppinggoalseconomicsocialorexperiential.Asproductssegmentationexistsmarketersemployingtypesmustbeawareconsumersduringpurchaseprocess.ResearchersNunesCespedesarguebuyersfallintooneoffourcate

14、gories.Habitualshoppersfromplacesmannerovertime.High-valuedealseekersknowquot channelsurf quotgreatdeal beforebuyingatlowestpossibleprice.Variety-lovinggatherinformationtakeadvantage ofhightouchservicesthenbuyfavoriteHigh-involvementallmaketheir purchaselow- costbutadvantageof customersupporta high-touchchannel.Onestudy40groceryclothingFranceGermanythe