渠道销售的外文翻译!

毕业设计（论文）外文参考文献译文原文出处：MarketingManagement设计（论文）题目：对我国汽车行业营销渠道的研究姓名学号070808206院（系）经济与管理学院专业市场营销指导老师二〇一〇年十二月九日1MarketingChannelsandValueNetworksMostproducersdonotselltheirgoodsdirectlytothefinalusers;betweenthemstandsasetofintermediariesperformingavarietyoffunctions.Theseintermediariesconstituteamarketingchannel(alsocalledatradechannelordistributionchannel).Formally,marketingchannelsaresetsofinterdependentorganizationsinvolvedintheprocessofmakingaproductorserviceavailableforuseorconsumption.Theyarethesetofpathwaysaproductorservicefollowsafterproduction,culminatinginpurchaseandusebythefinalenduser.Someintermediaries-suchaswholesalersandretailers-buy,taketitleto,andresellthemerchandise;theyarecalledmerchants.Others-brokers,manufacturers'representatives,salesagents-searchforcustomersandmaynegotiateontheproducer'sbehalfbutdonottaketitletothegoods;theyarecalledagents.Stillothers-transportationcompanies,independentwarehouses,banks,advertisingagencies-assistinthedistributionprocessbutneithertaketitletogoodsnornegotiatepurchasesorsales;theyarecalledfacilitators.TheImportanceofChannelsAmarketingchannelsystemistheparticularsetofmarketingchannelsafirmemploys,anddecisionsaboutitareamongthemostcriticalonesmanagementfaces.IntheUnitedStates,channelmemberscollectivelyhaveearnedmarginsthataccountfor30%to50%oftheultimatesellingprice.Incontrast,advertisingtypicallyhasaccountedforlessthan5%to7%ofthefinalprice.Marketingchannelsalsorepresentasubstantialopportunitycost.Oneofthechiefrolesofmarketingchannelsistoconvertpotentialbuyersintoprofitablecustomers.Marketingchannelsmustnotjustservemarkets,theymustalsomakemarkets.Thechannelschosenaffectallothermarketingdecisions.Thecompany'spricingdependsonwhetheritusesmassmerchandisersorhigh-qualityboutiques.Thefirm'ssaleforceandadvertisingdecisions2dependonhowmuchtrainingandmotivationdealersneed.Inaddition,channeldecisionsincluderelativelylong-termcommitmentswithotherfinnsaswellasasetofpoliciesandprocedures.Whenanautomakersignsupindependentdeal·erstosellitsautomobiles,theautomakercannotbuythemoutthenextdayandreplacethemwithcompany-ownedoutlets.Butatthesametime,channelchoicesthemselvesdependonthecompany'smarketingstrategywithrespecttosegmentation,targeting,andpositioning.Holisticmarketersensurethatmarketingdecisionsinallthesedifferentareasaremadetocollectivelymaximizevalue.Inmanagingitsintermediaries,thefirmmustdecidehowmuchefforttodevotetopushversuspullmarketing.Apushstrategyusesthemanufacturer'ssalesforce,tradepromotionmoney,orothermeanstoinduceintermediariestocarry,promote,andselltheproducttoendusers.Pushstrategyisappropriatewherethereislowbrandloyaltyinacategory,brandchoiceismadeinthestore,theproductisanimpulseitem,andproductbenefitsarewellunderstood.Inapullstrategythemanufacturerusesadvertising,promotion,andotherformsofcommunicationtopersuadeconsumerstodemandtheproductfromintermediaries,thusinducingtheintermediariestoorderit.Pullstrategyisappropriatewhenthereishighbrandloyaltyandhighinvolvementinthecategory,whenconsumersareabletoper·ceivedifferencesbetweenbrands,andwhentheychoosethebrandbeforetheygotothestore.Foryears,drugcompaniesaimedadssolelyatdoctorsandhospitals,butin1997theFDAissuedguidelinesforTVadsthatopenedthewayforpharmaceuticalstoreachconsumersdirectly.Thisisparticularlyevidentintheburgeoningbusinessofprescriptionsleepaids.SEPRACORINC.Theincreaseduseofprescriptionsleepaidsisduenotsomuchtoanincreaseinthenumberofinsomniacs,astothebillionsofdollarsthedrugcompaniesrespendingonprintandTVadvertising.ConsiderSepracor'sadsforLunesta,featuringapalegreenLunamothflittingaroundtheheadofapeacefulsleeper.Sepracorspent$2.98millioninconsumeradvertisingin2006,anditsstockandsaleshavejumpedduetoitssuccessfulcampaign.Thedrugindustryasawholespentmorethan$43billiononconsumeradsin2005,morethanafivefoldincreasein10years.ItsaggressivepUllmarketingstrategyhas,however,promptedintensedebateandscrutinyfromCongress.Afterall,whileaggressiveadvertisingofMerck'sVioxxgeneratedhugeprofits,itexposedhousandsofU.S.adultstoheartattackrisks.Criticsofthenewdrugadssaythedrugstheytouttreatsymptomsratherthanspurringconsumerstodiscoverthereasontheycan'tsleep(whichcanrangefromsimplestresstoseriousillness).Proponentsofsuchadssaythatinaneraofmanagedcareandshorteneddoctorvisits,adseducatepatientsandsparkimportantconversationswithdoctors.AlthoughthepharmaceuticalindustryisunlikelytopUllback,Bristol-MyersSquibbCo.haswonsomekudosforvoluntarilybanningadsduringthefirstyearnewdrugsareonthemarkets.TopmarketingcompaniessuchasCoca-Cola,Intel,andNikeskillfullyemploybothpushandpullstrategies.Marketingactivitiesdirectedtowardsthechannelaspartofapushstrategyaremoreeffectivewhenaccompaniedbyawell-designedandwell-executedpullstrategythatactivatesconsumerdemand.Ontheotherhand,withoutatleastsomeconsumerinterest,itcanbeverydifficulttogainmuchchannelacceptanceandsupport.ChannelDevelopmentAnewfirmtypicallystartsasalocaloperationseIlinginafairlycircumscribedmarket,usingıexistingintermediaries.Thenumberofsuchintermediariesisapttobelimited:afewmanıu