营销渠道中英文对照外文翻译文献Word格式.docx

营销渠道中英文对照外文翻译文献Word格式.docx

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a 

local 

operation 

selling 

in 

fairly 

circumscribedmarket 

using 

existing 

intermediaries. 

The 

number 

of 

such 

intermediaries 

is 

apt 

to 

belimited:

few 

manufacturer’s 

sales 

agents 

wholesalers 

several 

establishedretailers 

trucking 

companies 

and 

warehouses. 

Deciding 

on 

the 

bestchannels 

might 

not 

be 

problem 

often 

convince 

availableintermediaries 

handle 

firm’s 

line. 

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

International 

markets 

pose 

distinct 

challenges. 

Customers 

shopping 

habits 

canvary 

by 

countries 

many 

retailers 

Germany'

s 

Aldi 

United 

KingdomsTesco 

Spains 

Zara 

have 

redefined 

themselves 

certain 

degree 

when 

entering 

anew 

market 

better 

tailor 

their 

image 

needs 

wants. 

Retailers 

that 

havelargely 

stuck 

same 

formula 

regardless 

geography 

EddieBauer 

Marks 

amp 

Spencer 

Walt-Mart-marketing 

strategy 

for 

Its 

entrance 

into 

1MUS. 

slack 

different 

national 

manufacturer 

sometimes 

encounteredtrouble 

markets. 

In 

short 

channel 

system 

evolves 

function 

opportunities 

andconditions 

emerging 

threats 

company 

resources 

capabilitiesand 

other 

factors. 

Consider 

some 

challenges 

Dell 

has 

encountered 

recent 

years. 

Hybrid 

Channels 

Today’s 

successful 

are 

also 

multiplying 

quotgo-to-marketquotor 

hybrid 

channels 

anyone 

area. 

contrast 

HP 

used 

its 

salesforce 

sell 

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 

medium-sizedaccounts 

direct 

mail 

with 

an 

inbound 

small 

sellto 

still 

smaller 

Internet 

specialty 

items. 

Staples 

marketsthrough 

traditional 

retail 

adirect-response 

site 

virtual 

malls 

andthousands 

links 

affiliated 

sites. 

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

buyinghikingbootsthatcrippleyourfeetortryingontheperfectpaironlytofindthestoreisoutofstockinthesizeorstyleyouwantatRecreationalEquipmentInc.

Understanding 

Customer 

Needs

Consumers 

may 

choose 

they 

prefer 

based 

factors:

price 

product 

assortment 

convenience 

option 

well 

theirown 

particular 

hopping 

goals 

economic 

social 

or 

experiential.As 

productssegmentation 

exists 

marketers 

employing 

types 

must 

beaware 

consumers 

during 

purchase 

process.

Researchers 

Nunes 

Cespedes 

argue 

buyers 

fall 

intoone 

offour 

categories. 

Habitual 

shoppers 

from 

places 

manner 

over 

time. 

High-value 

deal 

seekers 

know 

quotchannel 

surfquot 

great 

dealbefore 

buying 

at 

lowest 

possible 

price. 

Variety-loving 

gather 

information 

take 

advantageof 

high 

touch 

services 

then 

buy 

favorite 

High-involvement 

all 

make 

theirpurchase 

low-cost 

but 

advantage 

ofcustomer 

support 

ahigh-touch 

channel. 

One 

study 

40 

grocery 

clothing 

France 

Germany 

the