营销渠道中英文对照外文翻译文献.doc

营销渠道中英文对照外文翻译文献.doc

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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

MarketingChannelsandValueNetworks

Mostproducersdonotselltheirgoodsdirectlytothefinalusersbetweenthemstandsasetofintermediariesperformingavarietyoffunctions.Theseintermediariesconstituteamarketingchannelalsocalledatradechannelordistributionchannel.Formallymarketingchannelsaresetsofinterdependentorganizationsinvolvedintheprocessofmakingaproductorserviceavailableforuseorconsumption.Theyarethesetofpathwaysaproductorservicefollowsafterproductionculminatinginpurchaseandusebythefinalenduser.

Someintermediaries-suchaswholesalersandretailers-buytaketitletoandresellthemerchandisetheyarecalledmerchants.Others-brokersmanufacturer’srepresentativessalesagents-searchforcustomersandmaynegotiateontheproducersbehalfbutdonottaketitletothegoodstheyarecalledagents.Stillothers-transportationcompaniesindependentwarehousesbanksadvertisingagencies-assistinthedistributionprocessbutneithertaketitletogoodsnornegotiatepurchasesorsalestheyarecalledfacilitators.

TheImportanceofChannels

Amarketingchannelsystemistheparticularsetofmarketingchannelsafirmemploysanddecisionsaboutitareamongthemostcriticalonesmanagementfaces.IntheUnitedStateschannelmemberscollectivelyhaveearnedmarginsthataccountfor30to50oftheultimatesellingprice.Incontrastadvertisingtypicallyhasaccountedforlessthan5to7ofthefinalprice.Marketingchannelsalsorepresentasubstantialopportunitycost.Oneofthechiefrolesofmarketingchannelsistoconvertpotentialbuyersintoprofitablecustomers.Marketingchannelsmustnotjustservemarketstheymustalsomakemarkets.

Thechannelschosenaffectallothermarketingdecisions.Thecompany’spricingdependsonwhetheritusesmassmerchandisersorhigh-qualityboutiques.Thefirm’ssaleforceandadvertisingdecisionsdependonhowmuchtrainingandmotivationdealersneed.Inadditionchanneldecisionsincluderelativelylong-termcommitmentswithotherfinsaswellasasetofpoliciesandprocedures.Whenanautomakersignsupindependentdealerstosellitsautomobilestheautomakercannotbuythemoutthenextdayandreplacethemwithcompany-ownedoutlets.Butatthesametimechannelchoicesthemselvesdependonthecompany’smarketingstrategywithrespecttosegmentationtargetingandpositioning.Holisticmarketersensurethatmarketingdecisionsinallthesedifferentareasaremadetocollectivelymaximizevalue.

Inmanagingitsintermediariesthefirmmustdecidehowmuchefforttodevotetopushversuspullmarketing.Apushstrategyusesthemanufacturerssalesforcetradepromotionmoneyorothermeanstoinduceintermediariestocarrypromoteandselltheproducttoendusers.Pushstrategyisappropriatewherethereislowbrandloyaltyinacategorybrandchoiceismadeinthestoretheproductisanimpulseitemandproductbenefitsarewellunderstood.Inapullstrategythemanufacturerusesadvertisingpromotionandotherformsofcommunicationtopersuadeconsumerstodemandtheproductfromintermediariesthusinducingtheintermediariestoorderit.Pullstrategyisappropriatewhenthereishighbrandloyaltyandhighinvolvementinthecategorywhenconsumersareabletoperceivedifferencesbetweenbrandsandwhentheychoosethebrandbeforetheygotothestore.Foryearsdrugcompaniesaimedadssolelyatdoctorsandhospitalsbutin1997theFDAissuedguidelinesforTVadsthatopenedthewayforpharmaceuticalstoreachconsumersdirectly.Thisisparticularlyevidentintheburgeoningbusinessofprescriptionsleepaids.

TopmarketingcompaniessuchasCoca-ColaIntelandNikeskillfullyemploybothpushandpullstrategies.Marketingactivitiesdirectedtowardsthechannelaspartofapushstrategyaremoreeffectivewhenaccompaniedbyawell-designedandwell-executedpullstrategythatactivatesconsumerdemand.Ontheotherhandwithoutatleastsomeconsumerinterestitcanbeverydifficulttogainmuchchannelacceptanceandsupport

Channel Development 

 A new firm typically starts as a local operation selling in a fairly circumscribedmarket using existing intermediaries. The number of such intermediaries is apt to belimited:

 a few manufacturer’s sales agents a few wholesalers several establishedretailers a few trucking companies and a few warehouses. Deciding on the bestchannels might not be a problem the problem is often to convince the availableintermediaries to handle the firm’s line. 

Ifthefirmissuccessfulitmightbranchintonewmarketsandusedifferentchannelsindifferentmarkets.Insmallermarketsthefirmmightselldirectlytoretailersinlargermarketsitmightsellthroughdistributors.Inruralareasitmightworkwithgeneral-goodsmerchantsinurbanareaswithlimited-linemerchants.Inonepartofthecountryitmightgrantexclusivefranchisesinanotheritmightthroughoutletstohandlethemerchandise.Inonecountryitmightuseinternationalsalesagentsinanotheritmightpartnerwithalocalfirm.

 International markets pose distinct challenges. Customers shopping habits canvary by countries and many retailers such as Germany's Aldi the United KingdomsTesco and Spains Zara have redefined themselves to a certain degree when entering anew market to better tailor their image to local needs and wants. Retailers that havelargely stuck to the same selling formula regardless of geography such as EddieBauer Marks amp Spencer and Walt-Mart-marketing strategy for Its entrance into 1MUS. market to slack different national manufacturer have sometimes encounteredtrouble in entering new markets. 

 In short the channel system evolves as a function of local opportunities andconditions emerging threats and opportunities company resources and capabilitiesand other factors. Consider some of the challenges Dell has encountered in recent years. 

 Hybrid Channels 

Today’s successful companies are also multiplying the number of quotgo-to-marketquotor hybrid channels in anyone market area. In contrast to Dell HP has used its salesforce to sell to  largeaccountsoutboundtelemarketingtoselltomedium-sizedaccountsdirectmailwithaninboundnumbertoselltosmallaccountsretailerstoselltostillsmalleraccountsandtheInternettosellspecialtyitems.Staplesmarketsthroughitstraditionalretailchanneladirect-responseInternetsitevirtualmallsandthousandsoflinksonaffiliatedsites.

Companiesthatmanagehybridchannelsmustmakesurethesechannelsworkwelltogetherandmatcheachtargetcustomerspreferredwaysofdoingbusiness.Customersexpectchannelintegrationcharacterizedbyfeaturessuchas:

theabilitytoorderaproductonlineandpickitupataconvenientretaillocation；theabilitytoreturnanonline-orderedproducttoanearbystoreoftheretailer；therighttoreceivediscountsandpromotionaloffersbasedontotalonlineandoff-linepurchases.CircuitCityestimatedin-storepick-upsaccountedformorethanhalfitsonlinesalesin2006.Here’saspecificexampleofacompanythathascarefullymanageditsmultiplechannels.REI（RecreationEquipmentInc.）What’smorefrustrating:

buyinghikingbootsthatcrippleyourfeetortryingontheperfectpaironlytofindthestoreisoutofstockinthesizeorstyleyouwantatRecreationalEquipmentInc. 

large 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 items. Staples marketsthrough its traditional retail channel adirect-response Internet site virtual malls andthousands of links on affiliated sites. 

   Companiesthatmanagehybridchannelsmustmakesurethesechannelsworkwelltogetherandmatcheachtargetcustomerspreferredwaysofdoingbusiness.Customersexpectchannelintegrationcharacterizedbyfeaturessuchas:

theabilitytoorderaproductonlineandpickitupataconvenientretaillocation；theabilitytoreturnanonline-orderedproducttoanearbystoreoftheretailer；therighttoreceivediscountsandpromotionaloffersbasedontotalonlineandoff-linepurchases.CircuitCityestimatedin-storepick-upsaccountedformorethanhalfitsonlinesalesin2006.Here’saspecificexampleofacompanythathascarefullymanageditsmultiplechannels.REI（RecreationEquipmentInc.）What’smorefrustrating:

buyinghikingbootsthatcrippleyourfeetortryingontheperfectpaironlytofindthestoreisoutofstockinthesizeorstyleyouwantatRecreationalEquipmentInc.

Understanding Customer Needs

 Consumers may choose the channels they prefer based on a number of factors:

the price product assortment and convenience of a channel option as well as theirown particular hopping goals economic social or experiential.As with productssegmentation exists and marketers employing different types of channels must beaware that different consumers have different needs during the purchase process.

 Researchers Nunes and Cespedes argue that in many markets buyers fall intoone offour categories. 

Habitual shoppers purchase from the same places in the same manner over time.  

High-value deal seekers know their needs and quotchannel surfquot a great dealbefore buying at the lowest possible price.  

Variety-loving shoppers gather information in many channels take advantageof high touch services and then buy in their favorite channel regardless of price.  

High-involvement shoppers gather information in all channels make theirpurchase in a low-cost cha