marketing channels-外文翻譯

1、0外文翻譯原文MaterialSource:MarketingChannelsAuth:BertRosenbloomMostproducersdonotselltheirgoodsdirectlytothefinalusers.Betweenthemstsasetofintermediariesperfmingavarietyoffunctions.Theseintermediariesconstituteamarketingchann

2、el1.ThescopeofMarketingchannels:Marketingchannelsaresetsofinterdependentganizationsinvolvedintheprocessofmakingaproductserviceavailablefuseconsumption..(MarketingKotlerP.AsplundC.ReinI.HaiderH.D.1999Marketingmanagement)2

3、.Marketingchanneldecisionsareamongthemostcriticaldecisionsfacingmanagement.Thechannelschosenintimatelyaffectalltheothermarketingdecisions.Thecompanyspricingdependsonwhetheritusesmassmerchisershighqualityboutiques.Thefirm

4、ssalesfceadertisingdecisionsdependonhowmuchtrainingmotivationdealersneed.Inadditionthecompanyschanneldecisionsinvolverelativelylongtermcommitmentstootherfirms.(MarketingKotlerP.AsplundC.ReinI.HaiderH.D.1999Marketingmanag

5、ement)3.Empiricalstudyinthechannelfanindustrialproductfoundtheeffectofchannelmembersatisfactionovertimetobemediatedbytheextentofmanifestconflict.Theimpactofmanifestconflictwasfoundtobemediatedbythedegreeofchannelmembersa

6、tisfaction.Inotherwdschannelmembersatisfactionmanifestconflictwithinthechannelwerebothantecedentsconsequencesofeachother.(JamesR.BrownRobertF.LuschLaurieP.Smith.ConflictSatisfactioninanIndustrialChannelofDistribution.199

7、1.)4.Intermediaries.Intermediariesnmallyachievesupperiefficiencyinmaknggoodswidelyavailableaccessibletotargetmarkets.Throughtheircontactsexperiencespecializationscaleofoperationintermediariesusuallyofferthefirmmethanitca

8、nachieveonitsown.AccdingtoSternElAnsary:Intermediariessmooththeflowofgoodsservices.Thisprocedureisnecessaryindertobridgethediscrepancybetweentheasstmentofgoods2supply.Theyadheretotheindustrycodebecauseoftheirdesiretobeco

9、meinsiders.(3)Complementersarenotpartofthedominatchannel.Theyperfmfunctionsnotnmallyperfmedbyothersinthechannelservesmallersegmentsofthemarkethlesmallerquantitiesofmerchise.Theyusuallybenefitfromthepresentsystemrespectth

10、eindustrycodeofconduct.(4)Transientsareoutsidethedominantchanneldonotseekmembership.Theygoinoutofthemarketmovearoundasopptunitiesarise.Theyhaveshtrunexpectationslittleincentivetoadheretotheindustrycodeofconduct.(5)Outsid

11、einnovatsaretherealchallengersdisruptersofthedominantchannels.Theydevelopanewsystemfcarryingoutthemarketingwkofthechannelifsuccessfultheyfcemajchannelrealignments.8.Inthiseraofrelationshipmarketingmemecpationsareentering

12、intononmarketinterfirmpartnershipstoavailthemselvesofcompetitiveadvantagesinthemarketplace.Consequentlythequestionofhowcertainganizationalstrategiesenhanceimpedethesuccessofthesepartnershipsbecomesanincreasinglyimptantph

13、enomenontoexamine.Previousstudieshaveinvestigatedtheeffectsoffirmstrategiesonintraganizationalintraganizationalacteristicsoutcomessuchasganizationalstructureprocessesperfmance.Howeverthepotentialimpactofthesestrategieson

14、interganizationalinterganizationalrelationshipshasnotbeenexamined.Westudythisissueusingempiricaldataobtainedfromthedistributionchannelsofthephotocopierindustry.Resultsindicatethatmanufacturers’strategiesindeedexertadiffe

15、rentialimpactonthenatureofemergentchannelrelationships.(ZhanG.LiRajivP.Dant.EffectsofManufacturers’StrategiesonChannelRelationships.UniversityofSanFrancisco.1999.)9.MotivatingChannelpaniesneedtoviewitsintermediariesinthe

16、samewaythatitviewsitsendusers.Stimulatingchannelmemberstotopperfmancemuststartwithunderstingtheirneedswants.McVeylistedthefollowingpropositionstohelpunderstintermediaries:Theintermediarydftenactsasapurchasingagentfhiscun

17、stomersonlysecondarilyasasellingagentfhissuppliers.Heisinterestedinsellinganyproductwhichthesecunstomersdesiretobuyfromhim.Theintermediaryattemptstoweldallofhisofferingsintoafamilyofitemswhichhecansellincombinationasapac