营销渠道中英文对照外文翻译文献Word格式.docx
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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
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
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