品牌、消費者和經(jīng)銷商的關(guān)系理解-外文翻譯

1、0外文翻譯原文Title:UnderstingtheRelationshipsAmongBrsConsumersResellersMaterialSource:JournaloftheAcademyofMarketingScience.Auth:FrederickE.WebsterJr.Thisarticleexaminesthehisticalevolutionoftherelationshipsamongbrsconsumersre

2、sellersinawldincreasinglydominatedbyverylargeretailganizationswithsubstantialpowerwithinthemarketingchannel.Itiswidelybelievedthatmanufacturersbrsarebecominglessimptantasmajretailersarebecomingmepowerful.Thisviewisbasedo

3、nthemistakenassumptionthatbrsarerelationshipswithconsumersnotresellers.Argumentsaboutthedeclineofbrsareoftenconfusedwithargumentsaboutchangesinthebrmanagementfunction.Asmajfirmsredefinetheircustomerastheresellernotthecon

4、sumertherearesubstantialimplicationsfbrmanagementtheroleofthebrmanager.Marketingstrategyimplementationwillrequireincreasinglycarefulcodinationofmarketingprogramswithsalesstrategytoachievethenecessarycodinationofresellerc

5、onsumertargetedcommunicationstomaximizethevalueofthebrtoboththeretailertheenduser.Thetraditionalfocusontherelationshipofbrswithconsumerstheassumedtugofwarbetweenlowpricebrloyaltymaybeanoverlysimplisticviewofthenatureofth

6、erelationshipsamongbrsconsumersretailers.Lowpricebrloyaltymaynotbecontradictymotivationsasstudiesofsalespromotioneffectivenessoftendemonstrate.Retailerswhoofferlowerpricesonpopularnationalbrshaveastrongvaluepropositionft

7、heconsumer.Obviouslymanufacturersbrshavepotentialbenefitsbothfretailersinthefmofincreasedpatronagehighermarginsfconsumersinthefmofimplicitguaranteesofqualityparticularproductattributes.Likesomanyothermarketingphenomenath

8、isdebateabouttherelationshipbetweenpricebrloyaltyisanythingbutnew.Thereisoftenanimplicitassumptionthatthebris2transmogrifiesintoadiscussionofthebrmanagementsystemasanganizationalphenomenon(LowFullerton1994).Asadirectresu

9、ltconsiderableconfusionhasbeenintroducedintothediscussionbythefailuretodistinguishclaimsthatbrsarebecominglessimptantfromtheargumentthatthebrmanagementsystemhasoutliveditsusefulnessasanganizationalfm(seee.g.BerthonHulber

10、tPitt1997Shockeretal.1994).Diminishingeffectivenessofthebrmanagementsystemhasnodirectcausalconnectiontotheevolvingrelationshipamongbrsconsumersresellers.Itisnotanadequateevenrelevantbasisfarguingthatbrsthemselveshavebeco

11、melessimptant.Oneimptantshtcomingofthebrmanagementsystemisthatmostbrmanagershavenocontrolauthityresponsibilityoverthedeploymentofthesalesfcetheallocationofsalestimeacrossproductsaccounts.Brmanagersare“generalswithouttroo

12、ps“Thustheyhavenodirectcontactresponsibilityfrelationshipswiththetrade.Thereisapositivesidetothisganizationalarrangementhowever:Brmanagerscanconcentrateonmarketanalysisthestrategicissuesfacingtheirbrsinthecompetitivemark

13、etplacenotbedistractedbythemanytacticalissuesofdeployingasalesfcedealingwiththetradeonmultipleissuesfmultiplebrs.Whiletheproblemhasalwaysbeeninherentinthebrmanagersystemasmajresellershavebecomeincreasinglypowerfulthisgan

14、izationalarrangementleavesahugegapintheimplementationofmarketingstrategy.Manufacturersneedtolookcarefullyattheinherentweaknessofanganizationalfmthatassumesastrategyfocusedmelessexclusivelyontheconsumerenduser.Amajstrateg

15、icproblemistostrengthentherelationshipbetweenthemanufacturertheresellerbyusingthebrasthefocusoftherelationship.Inotherwdsthereisafundamentalproblemofintegratingtheelementsofpushpullintothebrmarketingstrategyrelationships

16、withtheconsumerwiththetrademustbemanagedinanintegratedframewk.Animptantstepinthisdirectionhasbeentakenbysomeleadingcompaniesofconsumerproductsinassigningbrmanagerstofieldsalesregionstowkwithmajcustomerssalespersonneltode

17、veloptoimplementbrstrategiesattheretaillevel.Thetraditionaldefinitionofabrasaguaranteeofconsistentfeaturesqualityperfmancetoconsumerslargelyignesitsfunctionasapledgeofsuppttoretailers.Abredproductattheminimumrepresentsac