营销渠道及供应链管理【英文】
供应链管理(中英对照)
Supply Chain Management供应链管理The so-called supply chain, in fact, from suppliers, manufacturers, warehouses, distribution centers and channels, and so constitute a logistics network. The same enterprise may constitute the different components of this network node, but the situation is different from a corporate network in different nodes. For example, in a supply chain, companies may not only in the same manufacturers, storage nodes, and in distribution centers, such as possession node location. In the more detailed division of labor, the higher the professional requirements of the supply chain, different nodes are basically composed by different enterprises. In the supply chain flows between the member units of raw materials, finished products, such as inventory and production constitutes the supply chain of goods flow.所谓供应链，其实就是由供应商、制造商、仓库、配送中心和渠道商等构成的物流网络。
营销渠道外文翻译(可编辑)
营销渠道外文翻译（可编辑）营销渠道外文翻译外文翻译原文Marketing ChannelMaterialSource: Sales and market Author: Anne T. CoughlanChannels of distribution means that the goods from the producer to users through the whole process, and set of market sales agencies. Right to use marketing channels, enterprises increased rapidly in to the consumer products, to expand the sale and accelerate the flow of funds, reduce the flow of the cost. Any business to put your product sell well, you need the right to select product sales outlets. select the distribution of content, there are two aspects : a channel type is selected, but choose specific middleman.Affect sales channels to choose factors : product factors, including the size of the unit of productions , weight and volume the size, style and fashion, corruption and ,gm products and product of a product of nuclear technology services, the new product to market factors,including small ;market size of the purchase and marketing of seasonal and time, and competitive sales channels for enterprises ; of factors, including the company of scale 1Channel type is selected1 Direct and indirect a sales strategy in marketing. as in tradingin the intermediate to classify, and can be divided into direct andindirect sales outlets in the two types of direct channels of distribution. In the use of the integration of the sales mode of operation, the goods from production to consumption, without any intermediate and indirect sales channels mean the goods from the production areas transferred to the users through a middleman in marketing channels. direct sales, marketing.2 Long and short channel strategy. sales outlets in its length to classify, and length can be divided into several different forms, from production of goods to the user's process, a link, the more salesoutlets in the longer ; on the contrary, the more short. the consumer goods sales channels and four basic types of the consumers :producers retailers ;producers or consumers agent wholesalers retailers consumers ;the wholesale agent retailers consumers. The industrial. Industrial users. The company decided to adopt an indirect sales strategy, to apply to the length of the channels for making a choice. From saving the circulation of commodities, the social cost of production process again, we should try to reduce the number of intermediate links, choose a channel. However, do not think that intermediate little as possible, in most cases, wholesaler and retailer is the role of producers could never be replaced. Therefore, the channel strategy is a channel strategy mustbe integrated into consideration the characteristics of the goods.Marketing channels to disseminate a culture of paper in the promotion of foreign products and services in the process of marketingchannels in the direct or indirect communication and culture. a market regulator should be for marketing channels of some may affect the core values of the negative, of the necessary control and directed at strengthening traditional chinese and the media, marketing channels to promote the people's living standards improve the positive role.In the marketing theory, specifically directed against cultural research mainly embodied in two aspects: marketing activities of a specific cultural background of consumers is the impact; second,specific cultural environment to marketing activities of the normal operation. From the marketing channels to disseminate the culture of the unique perspective study a foreign culture of china's national life, the existing theories results are not many. Therefore, this article mainly for marketing channels of foreign culture and pass transmitted tochina's national life. The potential influence.2Marketing channels of foreign cultural communication problemsraisedMarketing channels in a foreign culture of the problem in china who have taken WTO, theories was concern that foreign and the competitiveness of products to china and the impact of and more pertinently bring forward a number of countermeasures. This measure, the focus of the Chinese market is opening up and improves national standards varied gradations of urgency. Then, in the trade concerned about the sort, the relationship between the lifeblood of some major trades, such as petroleum and stone, and insurance and securities,railway, civil aviation, communications, electricity, telephone and postal, mineral, coal, energy, and weak competitiveness of industries, such as cars, software development, and household appliances, agricultural and other scholars, is the concern of the object. Then, in the trade concerned about the sort, the relationship between the lifeblood of some major trades, such as petroleum and stone, and insurance and securities, railway, civil aviation, communications, electricity, telephone and postal, mineral, coal, energy, and weak competitiveness of industries, such as cars, software development, and household appliances, agricultural, is the object of attention of scholars. These industries as a sector, is the source of the production process, thus been widely appreciated. On the contrary, wholesale and retail industry for their concern is not a lot of research is not quite enough. This is probably due to the wholesale and retail of procedure of sale business links, and as subservient to production activities, is not very important. However, the Chinese market today, an important facts of the people, it is foreign to the wholesalers and retailers in china plays an increasingly important role the growthrate has far exceeded the people's expectations.Foreign wholesale and retail enterprises of entering china market,is not a bad thing. but a lot of foreign products and services to the chinese market at the same time, these products and services, with a foreign culture, also be introduced into china. in spite of the most foreign culture conducive to china's economic and social development,but that do have quite a number of foreign culture and chinese culture has exclusivity and replacement. After all, cultural exchanges with inputs are two entirely different ideas: the former was actively looking for a culture in common with the positive side, while the latter is more passive acceptance from the influence of culture. at present, wholesaler and retailer has become a foreign culture of one of the main channel in foreign culture and their transmission, position and function far more than in china's foreign funded enterprises, the phenomenon needs to be the height of the chinese market regulator.3Foreign cultures in marketing channels in the forms ofCan be said that any kind of product are more or less include the production of national cultural identity. So long as a human wisdom on the products production processes, the product will be more or less equipped with a cultural characteristics. These features can be easily detected. For example, is also a car, not before the assembly are standardized parts, but in a design pattern of the assembly, there is already producing have insisted on the production of the concept and operation of the cultural character. In some countries the car and stable; in some countries the car is convenient and easy; some of the car styling for speed and performance, others to look and feel. From abroad, some common supplies included cultural features largely in the form and packaging, labeling and the directions, these differences in the cultural objective. and, on a western-style restaurant, customers will be more in foreign culture, from the influence of the theory, theprocess, meals, style and product information, both inside and outside the restaurant was, and various aspects of contents.These areas included in the cultural elements for different levelsof the consumer with a degree of influence, especially in some teenagers who the customer groups, its influence than the old society. If the chinese market, foreign products are films, television, literature, and the cultural influence will the chinese nation, and the core value will be greater.译文营销渠道资料来源:营销与市场作者:安妮?T科兰销售渠道是指商品从生产者传送到用户手中所经过的全过程,以及相应设置的市场销售机构。
营销渠道Marketing Channels
营销渠道Marketing Channels营销渠道Marketing Channels是指促使产品或服务顺利地被使用或消费的一整套相互依存的组织。
也就是说，一条市场销售渠道包括某种产品的供产销过程中所有的企业和个人，如资源供应商、生产者、商人中间商、代理中间商、辅助商以及最后消费者或用户等。
其特点为：①销售渠道主要是由参与商品流通过程的各种类型的机构组成的。
通过这种机构组成的网络，产品才能进入市场流通销售，从生产者流向最终消费者或用户，实现商品的价值。
②销售渠道的起点是生产者，终点是通过生产消费和个人生活消费能实质上改变商品形态、使用价值和价值的最后消费者和用户。
③在商品从生产者流向最终消费者或用户的流通过程中，最少要经过一次商品所有权的转移。
④销售渠道并不是生产者和中间商之间相互联系的简单结合，而是企业之间为达到各自或共同目标而进行交易的复杂行为体系和过程。
销售渠道的成员包括制造商、制造商设立的销售机构、代理商、分销商、经销商、批发商、零售商、消费者、用户、运输商、广告商、咨询商和服务商等。
渠道商概念要广于分销商。
制造商Manifacturer是生产制造商品的组织机构。
代理商Agency是指某产品在销售过程中由生产厂家授权在某一区域有资格销售该产品的商业单位。
可分为全球级、国家级、地区级、省市县级等，又分为独家代理、总代理、分级代理等，所有代理商家都有相应的特权，低级别代理商原则上是由高一级的代理商管理。
代理是代企业打理生意，不是买断企业的产品，不是自己用产品，是代企业转手卖出去，是厂家给额度的一种经营行为，货物的所有权属于厂家，而不是代理商家。
所以代理商一般是指那些赚取企业代理佣金的商业单位。
代理商的建立，可以分担厂商的风险，使厂商与代理商共同拉动市场从而降低厂商的经营风险。
在代理商的层次上，除设立总代外，代理商还可以根据厂商的渠道模式，下设一级代理或区域代理并同时与终端销售商合作。
这样，代理商从简单的分销转换成具有管理职能的渠道维护者，除业务管理外，代理商同时具备品牌管理、促销管理、服务对接、财务管理等各项职能。
供应链管理专业英语
供应链管理专业英语Title: Navigating the Intricacies of Supply Chain ManagementIntroductionIn today's global business landscape, supply chain management (SCM) plays a crucial role in ensuring that organizations can efficiently deliver products and services to their customers. SCM encompasses the planning, implementation, and control of the flow and storage of goods, services, and information from the point of origin to the point of consumption. The complexities involved in managing a supply chain are multifaceted and require a deep understanding of logistics, inventory, transportation, and inter-organizational relationships.Understanding the Supply Chain StructureAt its core, a supply chain consists of various entities including suppliers, manufacturers, distributors, retailers, and customers. Each entity plays a critical role in ensuring the smooth operation of the chain. For instance, suppliers provide raw materials or components, manufacturers transform these inputs into finished products, distributors manage the movement of goods, and retailers facilitate the sale to end consumers.Strategic Planning in Supply Chain ManagementStrategic planning is a foundational element in SCM as it allows organizations to anticipate future demand and make informed decisions about resource allocation. This process involves market research, demand forecasting, and the development of a long-term plan to guide the entire supply chain. Strategies may include diversifying supply sources, implementing just-in-time (JIT) manufacturing, or investing in technology to enhance efficiency.Operational Efficiency through Process OptimizationEfficient processes are essential for reducing waste, minimizing costs, and improving customer satisfaction. Techniques such as lean management and six sigma can be applied to identify and eliminate inefficiencies within the supply chain. By streamlining operations, companies can achieve faster throughput times, lower inventory levels, and higher quality outputs.Inventory Management and ControlInventory management is a critical aspect of SCM as it directly affects cash flow and customer service levels. Effective inventory control requires accurate forecasting, monitoring stock levels, and implementing appropriate inventory policies such as economic order quantity (EOQ) or critical ratio analysis. By maintaining optimal inventory levels, organizations can avoid stockouts and overstocking, which can lead to lost sales and increased carrying costs.Transportation and Logistics CoordinationThe transportation of goods is a significant component of SCM, involving decisions on mode of transport, route selection, and carrier management. Efficient logistics coordination ensures timely delivery of products while controlling transportation costs. Advancements in technology, such as vehicle tracking systems and real-time data analytics, have transformed the way logistics are managed, allowing for greater visibility and responsiveness in transportation networks.Technology Integration for Enhanced VisibilityThe integration of technology has become indispensable in modern supply chains. Enterprise Resource Planning (ERP) systems, RFID tags, and other digital tools provide real-time data on inventory levels, supplier performance, andproduction schedules. This enhanced visibility enablescompanies to respond quickly to changes in demand or supply chain disruptions, thus maintaining operational agility.Risk Management and Contingency PlanningSupply chains are vulnerable to risks such as natural disasters, political instability, or economic fluctuations. Risk management involves identifying potential threats, assessing their impact, and developing contingency plans to mitigate these risks. Diversifying suppliers, building safety stock, and establishing alternative sourcing strategies are common approaches to safeguard against unforeseen events.Sustainability in Supply Chain ManagementSustainability has emerged as a key consideration in SCM. Organizations are increasingly held accountable for their environmental impact and social responsibilities. Sustainable practices include reducing carbon footprint through efficient transportation methods, minimizing waste through recyclinginitiatives, and ensuring ethical sourcing by monitoring labor conditions at supplier facilities.ConclusionSupply chain management is an ever-evolving field that demands continuous improvement and adaptation to remain competitive. By embracing strategic planning, process optimization, inventory control, logistics coordination, technology integration, risk management, and sustainability practices, organizations can navigate the complexities of their supply chains and achieve operational excellence. As global markets continue to expand and consumer demands shift, those who master the art of supply chain management will undoubtedly secure a competitive edge in their respective industries.。
Marketing市场营销专业词汇中英文对照表
市场营销专业词汇中英文对照表Marketing Management营销管理New Products Development新产品开发Service Industry Marketing服务业营销Advertising广告Business Negotiation商业谈判International Marketing国际市场营销Sales Channels销售渠道Public Relationship公共关系Consumer Behavior消费者行为Systems of Management Information管理信息系统Marketing Research营销调研accessibility 可进入性accessory equipment markets 附属设备市场account management policies 客户管理策略positioning定位market segmentation市场细分sales promotion销售促进advertising feedback 广告反馈advertising frequency 广告频率advertising media 广告媒体advertising reach 广告接受人数advertising message 广告信息advertising source 广告信息来源agent middleman 代理商allowance 折让alteration 退换American Marketing Association 美国营销协会annual marketing plan 年度营销计划assurance 保证attitudes of consumers 消费者态度availability 可获得性/供货能力awareness （产品）知晓度/知名度baby boomers 婴儿潮出生的一代人backward channels for recycling 回收的后向渠道backward integration 后向垂直一体化banner advertisements 横幅标语广告bar codes 条形码barter 实物交易basic physical needs 基本生理需要BCG Grow-Share Matrix 波士顿增长-份额矩阵before tests 事前测试Behavior Scan Information Resources Inc. 行为扫描信息源公司behavioural analysis 行为分析behavioural hierarchies 行为层级benchmarking 基准benefit clusters 利益群体benefits 利益Benz 奔驰billing 帐单birth rate 出生率blanket purchase order 一揽子采购合同blind-paired comparison testing 双盲比较测试blue collars 蓝领bottom line 底线/盈亏一览结算线brand awareness 品牌意识/认知brand extensions 品牌扩展brand loyalty 品牌忠诚度brand mark 品牌标志brand name 品牌名称brand positioning 品牌定位brand recognition 品牌识别brand strategies 品牌战略brand 品牌branding strategy 品牌化战略branding 品牌化brand's equity 品牌的价值break-even analysis 盈亏平衡分析break-even volume 盈亏平衡产量breath of product assortment 产品线的宽度bribery 贿赂British Airways 英国航空公司brokers 经纪人budgeting 预算bundle 捆绑Bureau of Census 人口统计局business strength rating 商业能力评分business plan 商业计划business position 经营地位business sector 商业部门business services markets 商业服务市场business strategies 经营战略business unit strategy 经营单位战略buyback allowances 回购折让buyback arrangements 产品返销buyers' bargaining power 买方的讨价还价能力buyers 采购者buying behavior 购买行为buying center 采购中心buying inertia 购买惯性wordbuying intention 购买意图buying offices 连锁商店的进货中心buying situation 采购情况/类型buying task 采购任务capital gains 资本收益capital invested in product 产品投入资本Carnival 嘉年华cash cows 现金牛类cash discounts 现金折扣catalogue sales 目录销售categorization of perception 感知分类categorization 分门别类centralization 集中化chameleons/followers 变色龙/跟随者channel alternatives 可选择的营销渠道channel conflicts 渠道冲突channel decisions 渠道决策channel functions 渠道功能channel institutions 渠道组织结构channel management 渠道管理channel objectives 渠道目标channel of distribution 分销渠道channel power 渠道权力channel-control strategies 渠道控制战略channel-design decisions 渠道设计决策channel-management decisions 渠道管理决策channels of communication 传播渠道choice criteria 选择标准closing a sale 结束销售clothing retailers 服装零售商co-branding 联合品牌code of ethics （职业）道德标准coercive power 强制权cognitive dissonance 认识的不协调collection of data 数据收集collection 收款co-marketing alliances 联合营销联盟combination compensation plan 结合式薪酬方案commitment 承诺communication channels 传播渠道communication process 传播过程communication 信息交流/沟通communications media 传播媒体company personnel 公司员工comparative advertisements 比较广告comparison of brands 品牌比较compensation deals 补偿处理compensation plan 酬金方案compensation/rewards 酬金/奖励compensatory 补偿性的competition-orientated pricing 竞争导向定价法competitive advantage 竞争优势competitive (supply-side) evolution 竞争（供方）演变competitive factors 竞争因素competitive intelligence 竞争情报/信息competitive parity promotion budgeting 竞争均势促销预算法competitive strategy 竞争战略competitive strength 竞争优势/能力competitor analysis 竞争者分析complaint handling 投诉处理component materials and parts markets 组成材料和零部件市场computerized ordering 计算机化的订购conclusive research 确定性研究conditions of demand 需求情况conformance to specifications 与规格一致conformance 一致性confrontation strategy 对抗战略conjoint measurement 联合测度法conjunctive model 联合模型consumer decision-making 消费者（购买）决策consumer goods channels 消费品分销渠道consumer goods 消费品consumer markets 消费品市场consumer needs 消费者需求consumer packaged-goods firms 消费者包装食品公司consumer promotion 消费者促销consumer tests 消费者测试consumer/household market 消费者/家庭市场consumers' perceptions 消费者感知consumption 消费contests 竞赛contingency planning 权变计划contract construction 契约建筑业contract manufacturing 契约制造业contraction/strategic withdrawal strategy 收缩/战略性撤退战略contractual entry modes 契约式进入模式contractual vertical marketing systems 合约式垂直营销系统wordcontribution margin analysis 边际贡献（贡献毛利）分析contribution margin 边际贡献control strategies 控制战略convenience food stores 便利食品商店convenience goods 便利品convenience 服务的便利性core benefit proposition (CBP) 核心利益方案/提议corollary-data method 推定数据法corporate HQ 公司总部corrective action 矫正行动cost analysis 成本分析cost effectiveness 成本有效性cost leadership strategy 成本领先战略cost of capital 资本成本cost of goods sold (COGS) 产品销售成本cost reductions 降低成本产品cost-and-volume relationship 成本-数量关系cost-oriented pricing 成本导向定价法cost-plus/mark-up pricing 成本加成/溢价定价法costs and benefits of marketing functions 营销职能的成本和效益costs of competitors 竞争者成本costs of distribution 分销成本counter trade 对等贸易courtesy 礼貌coverage of geographic market 地域性市场的范围coverage of relevant retailers 相关零售商的销售范围credibility 信誉credit terms 信贷条款critical assumptions 关键假设cross-elasticity 交叉弹性customary pricing 习惯性定价法customer analysis 顾客分析customer contact 顾客接触customer demand 顾客需求customer intimacy 顾客亲密度customer loyalty 顾客忠诚度customer need 顾客需要customer organization of sales force 按客户组织销售队伍customer retention 顾客维系/保留customer satisfaction 顾客满意度customer segment pricing 顾客细分市场定价customer service 顾客服务customer-oriented pricing 顾客导向定价法customers' perception 顾客感知data confidentiality 数据保密data research 数据研究data sources 数据来源dealers 经销商deceptive advertisements 欺骗性广告deciders 决策者declining markets 衰退市场decoding 解码defect rate 缺陷率defender strategy 防御型战略defensive new-product development strategy 防御性新产品开发战略defensive positioning 防御性定位delivery time 交付时间delivery 配送demand characteristics 需求特征demand curve 需求曲线demand-oriented pricing 需求导向定价法demographic environment 人口统计环境department stores 百货商店dependability 可靠性deregulation 放松管制descriptive research 描述性研究design decisions 设计决策desired percentage mark-up on retail 预期零售利润率desired percentage return 预期回报率determinant attributes 关键属性determinants 决定因素different responses 差别反应differentiated marketing 差异化营销differentiation over time 不同时间的差异differentiation strategy 差异化战略differentiation 差异化diffusion of innovation theory 创新扩散理论dimension 因素dimensions of quality 质量维度direct costing profitability analysis 直接成本盈利性分word析direct mail 直接邮寄direct marketing via advertising media 通过广告媒体的直接营销direct marketing 直接营销direct product profitability (DPP) 直接产品盈利性/利润率direct selling 直销discount rate 贴现率discount stores 折扣商店discount 折扣discount/premium price policies 折扣/溢价策略discriminant analysis 差异分析法discriminatory adjustments 歧视价格调整discriminatory pricing adjustments 歧视定价调整disjunctive model 分离模型display space 陈列空间disposable income 可支配收入dissonance-attribution hierarchy 不和谐-归属层次结构distribution channel designs 分销渠道设计distribution channel objectives 分销渠道的目标distribution channel 分销渠道distribution decisions 分销决策distribution policies 分销策略distribution 分销distributor/store (private labels) brands 分销商/私有品牌distributors 分销商diversification 多元化divest 撤退divest 出让divestment or liquidation 收回投资或清算dividend 红利domestic target marketing strategies 国内目标市场定位的营销战略dropping products 放弃产品dual/two channel distribution systems 双重分销系统durability 耐用性early vs late adoption 早期采购与后期采购earnings per share 每股收益economic and technological factors 经济技术因素economic power 经济权economies of scale 规模经济education services 教育服务effectiveness 有效性efficiency 效率emergency goods 急需品emotional appeals 情感诉求empathy 移情作用empirical evidence 经验性实例empowerment 授权encoding 编码end use 最终使用endorsement 赞同engineering （产品）工程设计entrepreneurial strategy 企业家战略entry strategies 进入战略environment and packaging disposal 环境与包装处理environment factors 环境因素environmental scanning 环境扫描/分析environmental strategy 环境战略establishment 机构ethical audit （公司）伦理审计ethics of marketing 营销伦理道德ethnic composition 种族构成European Community 欧共体evaluation and reward systems 评估与奖励体系evaluation and selection of supplier 评估和选择供应商evaluation of alternatives 评估替代品/各种选择evaluation of brands 品牌评估event sponsorship 事件赞助event 活动everyday low-price (EDLP) 天天低价evoked set 引发的组合evolution of market 市场演变wordexchange 交换exclusive dealing 独家销售exclusive distribution 独家分销executive summary 执行摘要exhibition media 展示广告媒体existing market 现有市场exit barriers 退出壁垒expansion path 扩张途径expectation measures （顾客）预期测度expectations of customers 顾客期望expected unit sales 预计产量expected value 期望价值experience curve 经验曲线experimental research 实验性研究expert power 专长权exploratory research 探索性研究export agents 出口代理（商）export jobbers 出口批发商export management company 出口管理公司export merchants 出口贸易商export 出口exporting 出口商品extended use strategy 扩大使用战略extending volume growth 扩大市场份额external data sources 外部数据来源external environment 外部环境extrapolation of past sales trends 过去销售趋势推测法facilitating agencies 辅助/中介机构factor analysis 因素分析法fads 时尚family branding 家族品牌family life cycle 家庭生命周期family structure 家庭结构farm products 农产品fast-moving consumer goods (FMCG) 快速变动的消费品fear appeals 恐惧/顾虑诉求features 特征Federal Department Stores 联邦百货商店Federal Trade Code （FTC) 联邦贸易法案FedEx (Federal Express) 联邦快递feedback data 反馈数据field test marketing 实地市场测试financing 融资fisheries 渔业fit and finish 结实度与外观fixed costs 固定成本fixed salary 固定工资flanker strategy 侧翼进攻战略flanker/fighting brand 战斗品牌flanking and encirclement strategies 侧翼进攻与围堵战略flat organizational structure 扁平的组织结构FOB origin pricing FOB产地定价法focus strategy 集中战略followers 追随者Ford 福特公司foreign middlemen 国外中间商forestry 林业formalization 形式/规范化formulate 制定fortress/position-defence strategy 防御堡垒战略Fortune 《财富》杂志forward integration 向前一体化franchise systems 特许系统franchising 特许经营free call numbers 免费电话号码free goods 免费商品freight-absorption pricing 免收运费定价法fringe benefits 小额津贴frontal attack strategy 正面进攻战略full costing profitability analysis 全成本盈利性分析full-service wholesalers 全方位服务的批发商functional competencies and resource allocation 职能能力与资源分配functional efficiency 职能效率functional organization of sales force 按销售职能组word织销售队伍functional organizational structure 职能型组织结构functional performance 功能性能functional strategy 职能战略games 比赛gap 差距gatekeepers 信息传递者general behavioral descriptors 一般行为变量General Electric (GE) 通用电气General Foods Corporation 通用食品general merchandise discount chains 大众商品折扣连锁店General Motors 通用汽车geodemographics 区域人口统计特征geographic adjustments 地理调整geographic distribution 地理分布geographical organization of sales force 按地区组织销售队伍Gillette 吉列剔须刀global adjustments 全球调整global elite consumer segment 全球精英消费品市场global expansion 全球扩张global marketing control 全球营销控制global markets 全球市场global niche strategy 全球机会战略global standardization strategy 全球标准化战略global teenage segment 全球青少年市场globalization 全球化global-market expansion 全球市场扩张goals 总目标going-rate/competitive parity pricing 竞争性平价定价法goods producers 产品制造商Goodyear 固特异轮胎government agencies 政府机构government buyers 政府采购者government market 政府市场government regulation 政府管制greenhouse effect 温室效应grey market 灰色市场gross domestic product (GDP) 国内生产总值gross margin 毛利gross national product (GNP) 国民生产总值gross profit 毛利gross rating points (GRPs) 总级别指数group/category product manager 类别产品经理growing markets 成长市场growth rate of market 市场增长率growth stage of product life cycle 产品生命周期的成长阶段growth-extension strategies 增长扩张战略growth-market strategies for market leaders 市场领导者的市场增长战略growth-market strategy 成长性市场战略growth-market targeting strategy 成长性市场定位战略guarantee/warranty 保证/担保guarantees 保证Gucci 古琦（世界著名时装品牌）Haagen-Dazs 哈根达斯hard technology 硬技术Harvard Business Review 《哈佛商业评论》harvest 收获harvesting pricing 收获定价法harvesting strategy 收获战略health care 医疗保健health maintenance organizations (HMOs) （美国）卫生保健组织heavy buyer 大客户Heileman Brewing CompanyHeinz 亨氏食品helpfulness 有益性Henkel 汉高Hertz 赫兹（美国汽车租赁巨头）Hewlett-Packard 惠普公司hierarchy of strategy 战略的层次high margin/low-turnover retailers 高利润/低周转率的零售商wordhigh market share global strategy 高市场份额全球战略high-contact service system 高接触服务系统high-involvement product 高参与产品high-involvement purchase 高参与购买hight market share 高市场份额战略Hilton 希尔顿Holiday Inns 假日旅馆homogeneous market 同质市场Honda 本田household/family life cycle 家庭生命周期household 家庭hybrid technology 混合技术idea generation 创意的产生/生成ideas for new products 新产品创意/构想idea-screening process 创意筛选过程identification of segments 识别细分市场Illinois Tool Works 伊利诺斯工具厂image pricing 形象定价imitative positioning 模仿定位imitative strategy 模仿战略impact evaluation 影响评估impersonal sources 非个人的信息来源implementation and control of marketing programs 营销计划的执行和控制implementation 实施improvements in or revisions of existing products 现有产品的改良或修正impulse buying 冲动购买impulse goods 冲动购买品incentives 激励income 收入increased penetration strategy 增加渗透战略indirect costing profitability analysis 间接成本盈利性分析individual brand 个别品牌individual value 个人价值industrial goods & services 工业产品和服务industrial goods channels 工业品分销渠道industry attractiveness 行业吸引力industry attractiveness-business position matrix 行业吸引力-业务地位矩阵industry dynamics 产业动态industry evaluation 产业评估industry evolution 产业演变inelastic 缺乏价格弹性influences 影响者info-communications industry 信息通信行业infomercials 商业信息广告information age 信息时代information search 信息搜集information technology 信息技术information 信息informative 告知性的ingredient 成份in-home personal interview 个人家庭访谈in-house use tests 内部使用测试innovation 创新innovativeness 创新性installation 设施in-store display 店内展示in-store positioning 店内布局in-store promotion 店内促销intangibles 无形integrated marketing communication plan (IMC) 整合营销传播计划integration of perception 感知整合integration 整合Intel 因特尔intensity of market position 市场地位的集中程度intensity 集中程度intensive distribution 密集型分销interactions across multiple target markets 多目标市场间的相互作用interactive media 交互式媒体interest rates 利率internal data sources 内部数据来源internal marketing 内部营销wordinternal organizational structure 内部组织结构international advertising 国际广告international channels 国际分销渠道international division 国际分部international marketing 国际营销international organizational design 国际组织设计internationalization of services 服务的国际化introductory stage of product life cycle 产品生命周期的推出阶段inventory level 库存水平investor relations advertising 投资关系广告issue advertising 观点广告jobbers 批发商Johnson & Johnson 强生joint ventures 合资jury of executive opinion 行政管理人员群体意见法just noticeable difference (JND) 恰巧注意到的差异just-in-time (JIT) management system 准时制管理体系just-in-time purchasing arrangements 及key account management 主要客户管理key accounts 关键客户key benefits 核心利益key environmental issue identification 确定主要的环境问题key variables 关键变量key/house accounts 关键/机构客户laboratory tests 实验室测试leapfrog strategy 蛙跳战略learning hierarchy 学习层级结构legal services 法律服务legislation 立法legitimate power 法定权level of compensation 酬金水平level of technical sophistication 技术的复杂程度Levi Strauss 李维·史特劳斯Levi's 列维斯（全球最大的牛仔服制造商）lexicographic model 词典编纂模型lifestyle 生活方式limited-service wholesalers 有限服务的批发商line extension 产品线扩展line filling 产品线填充line stretching 产品线延伸list price 订价Loyd's of London 伦敦劳埃德保险公司localization strategy 本地化战略location pricing 场所定价location 位置lodging 房屋出租logistical alliances 后勤联盟long-term memory 长期记忆lost customer 失去的顾客Louis Vuitton 路易·威登（法国著名时尚品牌）low-contact service system 低接触服务系统low-cost defender 低成本防御型low-cost position 低成本地位low-involvement hierarchy 低参与程度层级结构macro risks 宏观风险macro-environment 宏观环境macro-segmentation 宏观细分mail-order retailers 邮购零售商maintaining market share 保持市场份额maintenance strategy 保持战略management overhead 管理费mandatory adaptation 强制性适应manufacturer brand 制造商/全国性品牌manufacturers' agents/representatives 生产商的代理商/销售代表manufacturers' export agents (MEA) 制造商出口代理manufacturers' sales offices/branches 生产商的销售办事处/分支机构manufacturing process 制造过程manufacturing 制造业market aggregation strategy 整体市场战略market attractiveness factors 市场吸引力因素market attractiveness 市场吸引力market attractiveness/business position matrix 市场吸引力/业务地位矩阵wordmarket circumstances 市场环境market demographics 市场人口分布/统计特征market dimension 市场量度market entry strategies 市场进入战略market exclusion 市场排斥market expansion strategy 市场扩张战略market factors 市场因素market followers 市场跟随者market growth rate 市场增长率market hierarchy 市场等级market inclusion 市场纳入market leaders 市场领导者market measurement 市场测量market opportunity analysis 市场机会分析market oriented 以市场为导向的market position factors 市场地位因素market positioning analysis 市场定位分析market potential measurements 市场潜力测度market research 市场研究market segment 细分市场market segmentation 市场细分market share 市场份额market targeting 目标市场选择market 市场marketability 市场开拓能力market-entry strategies 市场进入战略marketing action plan 营销行动计划marketing audit 营销审计marketing channel 营销渠道marketing codes of conduct 营销行为规范marketing communication 营销沟通/传播marketing concept 营销观念marketing control 营销控制marketing decision support systems (MDSS) 营销决策支持系统marketing environment audit 营销环境审计marketing flows and functions 营销过程和职能marketing function area audit 营销功能领域的审计marketing implications of 对营销的影响marketing information system 营销信息系统marketing institutions 营销机构marketing management 营销管理marketing message 营销信息marketing mix 营销组合marketing policy 营销策略marketing productivity area audit 营销生产力领域的审计marketing program components 营销计划内容marketing program 营销计划/方案marketing relationship 营销关系marketing research 营销研究marketing strategy 营销战略market-management organizational structure 市场管理组织结构mark-up price 产品/溢价价格Marlboro 万宝路Marriott Hotel 万豪酒店mass-market penetration strategy 大规模市场渗透战略mass-market strategy 大市场战略matrix organizational structure 矩阵组织结构Mitsubishi 日本松下电子mature conformists 成熟的随大流者mature markets 成熟市场mature stage of product life cycle 产品生命周期的成熟阶段McDonald's 麦当劳McDonnell Douglas 麦道公司MCI电讯公司（前世界通信公司）MDSS (Marketing-Decision Support System) 市场决策支持系统measurability 可测度性measure or index 测量指标measurement criteria 计量标准media audiences 媒体受众medical and health services 医疗卫生服务Medico Containment Serviceswordmemory of consumers 消费者记忆Mercedes-Benz 梅赛德斯-奔驰Mercer Management Consulting 美国美智管理顾问公司merchandising 推销merchant middlemen 国内贸易中间商merchant wholesalers 商业批发商message structure 信息结构Michael Porter 迈克尔-波特micro risks 微观风险microsegmentation 微观细分Miller Tyding ACT, USA 米勒·泰丁法案minging 矿业Minnesota Mining and Manufacturing Company (3M) 明尼苏达矿业和制造公司Minolta 美能达miscellaneous sources 多方面来源mission 宗旨missionary selling 推销式销售Mitsubishi Heavy Industries 三菱重工modified rebuy 调整再购mono segment positioning 单一细分市场定位Monsanto 孟山都农业生物技术公司moral appeals 伦理/道德诉求morals 道德Motorola 摩托罗拉multichannel distribution 多渠道分销multidimensional scaling 多维等级法multilevel selling 多级销售multinational corporations (MNCs) 跨国公司multiple test markets 多测试市场multiple-brand strategy 多品牌战略multiple-factor index 多因素指数法multisegment positioning 多重细分市场定位mutual trust 相互信任national account management 全国性客户管理national market 国内市场National Semiconductor 美国国家半导体公司natural products 天然产品NEC 日本电子Nescafé雀巢咖啡Nestlé雀巢net sales 净销售额network computer (NC) 网络计算机new business selling 新业务销售new buy 购入新产品new entrants 新进入者new markets 新市场new materials 新材料New Prod screening model 新普罗德筛选模型new product lines 新产品线new products 新产品new-product development 新产品开发new-product ideas 新产品创意Newsweek 《新闻周刊》new-task buying 全新采购new-to-the-world products 世界性新产品niche penetration strategy 壁龛/机会市场渗透战略niche-market strategy 壁龛市场战略Nike 耐克Nissan 尼桑no-brand brand name 无品牌的品牌名称no-frills product 无虚饰产品noise in communication system 传播系统中的噪音non-financial rewards 非物质性奖励措施non-probability sampling 非概率抽样non-profit organization 非盈利组织non-store retailing 无店铺零售业number of stock-outs 迟滞数目object-and-task method of promotion budgeting 目标-任务促销预算法objectives and strategy area audit 目标与战略领域的审计objectives 具体目标observation 观察法occupancy costs 房屋占用成本occupation/position 职业/职位odd pricing 奇/余数定价法wordOEM (original equipment manufacturer) 原始设备制造商overall quality 总体质量off-invoice discounts 发票之外的折扣offsets 抵消交易Omega 欧米加on-air testing 广播测试OPEC (Organization of Petroleum Exporting Countries) 欧佩克（石油输出国组织）opening relationships 建立关系operating supplies 生产供应品operational excellence 运作管理水平opinion leaders 意见领导者opportunity cost 机会成本opportunity identification 机会识别opportunity/threat matrix 机会/威胁矩阵order cycle time 订货周期order processing 订单处理organizational level 组织层次organizational requirement planning 组织需求计划organization area audit 组织领域的审计organization buying center 组织采购中心organizational customer 组织顾客organizational direct selling 组织直销organizational markets 组织市场organizational purchasing 组织采购organizational structure 组织结构outdoor enthusiasts 户外运动爱好者out-of-home media 户外广告媒体overall cost leadership 全面成本领先overheads 日常开支overseas direct investment 海外直接投资ownership of new product 新产品所有权packaging 包装panel of experts 专家小组parentage 渊源parties involved 交换中的各方payment terms 支付条款pay-off control 支出控制penetration pricing 渗透定价Pepsi-Cola 百事可乐perceived customer value 顾客感知价值perceived quality 感知到的质量perceived value 感知到的价值percentage of sales promotion budgeting method 销售额百分比促销预算法perceptions of consumers 消费者感知/理解perceptual (product) positioning 感知（产品）定位perceptual map 感知图perceptual organization 感知组织perceptual vigilance 感性的警惕performance dimension 业绩标准performance evaluation 业绩评估performance measures 表现/业绩测度performance objective 绩效目标performance standards 绩效标准performance 功能perish ability 非持久性personal selling 人员推销personal sources 个人的信息来源personnel development 人力资源开发persuasive 说服性的pharmaceuticals industry 医药行业physical (product) positioning 物理（产品）定位physical descriptors 物理变量physical distribution 实物分销Pillsbury 皮尔斯博瑞pioneers 先入者Pizza Hut 必胜客place utility 地点效用planning and control system area audit 计划与控制系统领域的审计point of sale information 销售点信息point-of-purhcase (POP) promotion 采购点促销point-of-sales (POS) data 销售点数据pontificator 保守派popularity 通用性population trends 人口趋势portfolio models for resource allocation 资源配置的资产组合模式position intensity 地位集中程度positioning 定位possession utility 拥有效用post-purchase dissonance 购买后的不协调post-purchase evaluation 购买后评估post-purchase/after-sale service 售后服务potential advantages 潜在优势potential customer 潜在顾客potential market 潜在市场potential target market 潜在目标市场power in distribution 分销权力power of buyers 购买者能力power of suppliers 供应商能力predatory pricing 掠夺性定价法pre-empting scarce resources 先占稀缺资源preferential treatment 特惠待遇premiums 额外奖励present competitors 现有的竞争者presenting sales message 提供销售信息pre-test market research 测试前市场研究price discrimination 价格歧视price elasticity of demand 需求的价格弹性price fixing 价格设定price leaders 价格领导者price lining 价格排列定价法price promotion 价格促销price quotation 报价price sensitivity 价格敏感度price structure 价格结构price 价格price/earnings ration 价格/收益比price-off promotions 降价促销price-setting process 定价过程pricing adjustments 定价调整pricing policies 价格策略pricing 定价primary demand 基本需求primary sources 第一类/主要数据print media 印刷媒体private/for-profit organization 私营/盈利性组织PRIZM (Potential Rating Index for Zip Markets) 按邮政区划为基础的潜力等级指数proactive new-product development strategy 进取型新产品开发战略probability sampling 概率抽样problem formulation 界定问题problem identification 确定问题process management 过程管理Procter & Gamble (P&G) 宝洁公司product line 产品线product availability 产品的可获得性product category 产品类别product class 产品类别product decisions 产品决策product design 产品设计product development 产品开发product dimension or attributes 产品维度/属性product evolution 产品演变product features 产品特征product intent share 产品倾向份额product leadership 产品领导能力product life cycle (PLC) 产品生命周期product life cycle curve 产品生命周期曲线product line 产品线product manager audit 产品经理审计product offering 供应品product organizaiton of salesforce 按产品组织销售队伍product policies 产品策略product positioning 产品定位product quality 产品质量product scope 产品范围product space 产品位置product specifications 产品规格product systems 产品体系product type 产品类型product usage 产品用途product 产品product(ion)-oriented organization 产品/生产导向型组织production 生产product-line pricing adjustments 产品线定价调整product-management organizational structure 产品管理组织结构product-market entry control 产品－市场进入控制product-related behavioral descriptors 与产品相关的行为变量product's market characteristics 产品的市场特征product-use testing 产品使用测试pro-environment 环保profit impact of market strategy (PIMS) 市场战略的利润影响profitability analysis 盈利性分析profitability 盈利性/盈利能力profitable survivor strategy 有利可图的生存者战略project-company resource compatibility 项目与公司资源的协调性projected profit-and-loss statement 预计损益表projective tests 投影测试promotion decisions 促销决策promotion mix 促销组合promotion policies 促销策略promotion 促销promotional allowance 促销折让promotional effort 促销努力promotional pricing 促销定价promptness 及时性propector strategy 探索型战略prospecting for customers 寻找顾客psycho-graphics 心理统计特征psychological cost 心理成本psychological pricing 心理定价法public organization 公共组织public relations 公共关系public utilities 公共设施publicity 公共宣传pull strategy for control of distribution channels 分销渠道控制的拉式战略pupil dilation 瞳孔扩张purchase predisposition 购买倾向purchasing agent 采购代理purchasing contract 采购合同purchasing manager/agent 采购经理／代理purchasing power parity (PPP) 购买力平价指数push money/spiffs 佣金push strategy for control of distribution channels 分销渠道控制的推式战略qualifying prospects 审查潜在顾客资格quality dimensions 质量维度quality 质量quantity discount 数量折扣question marks 问题类questioning 询问法quotas 定额R & D expenditure 研究开发战略race and ethnic origin 种族和民族rack jobbers 供应超级市场的批发商radio 无线电广播rank ordering 排序rate of adoption 采购率rate-of-return/target return pricing 回报率/目标回报定价法rational appeals 理性诉求rationale 基本原理raw materials 原材料reactive and proactive responses 反应及前摄策略reactive new-product development strategyreactor strategy 反应型战略real estate 房地产rebates 回扣recall tests 记忆测试receiver 接收者reciprocity 利益互惠。
营销渠道管理-常用英文简称及含义
营销渠道管理，郑锐洪，2版，P214页
一、常用英文简称及含义
（1）SKU(stock keep unit）：产品的最小单位（产品的品项）。
（2) DM 广告（Direet Meswage）：主要指在卖场用的宣传单页、街头传单等。
（3）POP：（Point of Purchase）：泛指店头广告和宣传海报。
（4） KA:（Key Accounts）：主要指销售产品的大卖场及大型连锁店。
（5）USP:(Unique Special Point）：产品销售或宣传的独特点。
(6) FAB：（Feature、Advantage、Benefit）：指产品特性、利益、功效，是介绍产品常用的方法。
（7）SP:(Sales Promotion）：指产品促销。
（8）MT：（Moder Trade）：现代渠道，主要指仓储式商场（WHC）、大卖场（HPM)、大型超市（L-SPM)、中型超市（M -SPM）、小型超市（S-SPM)、便利店（CVS）、加油站便利店（Gas Station）。
（9) TT:(Traditional Thade）：传统渠道，主要指夫妻店、食杂店、零售店等。
（10）TG：主要指堆头、堆，特别陈列位置。
二、几种常用的包装形式
（1）PET：宝特瓶（俗称胶瓶），主要用于饮料及液体物质的包装。
（2) TP（TETRA PAK)：利乐无菌包，俗称纸包装。
（3）Slim：纤细，苗条（包装），指包装的一种形态。
（4） AC：铝罐包装。
（5）TC：铁罐包装。
营销渠道中英文对照外文翻译文献
本科生毕业设计（论文）外文翻译学院：商贸学院学号： *********专业班级：市场营销1301班学生姓名：**指导教师：**年月日Marketing Channels and Value NetworksMost producers do not sell their goods directly to the final users between them stands a set of intermediaries performing a variety of functions. These intermediaries constitute a marketing channel also called a trade channel or distribution channel .Formally marketing channels are sets of interdependent organizations involved in the process of making a product or service available for use or consumption. They are the set of pathways a product or service follows after production culminating in purchase and use by the final end user.Some intermediaries-such as wholesalers and retailers-buy take title to and resell the merchandise they are called merchants. Others-brokers manufacturer’s representatives sales agents-search for customers and may negotiate on the producers behalf but do not take title to the goods they are called agents. Still others-transportation companies independent warehouses banks advertising agencies-assist in the distribution process but neither take title to goods nor negotiate purchases or sales they are called facilitators.The Importance of ChannelsA marketing channel system is the particular set of marketing channels a firm employs and decisions about it are among the most critical ones management faces. In the United States channel members collectively have earned margins that account for 30 to 50 of the ultimate selling price. In contrast advertising typically has accounted for less than 5 to 7 of the final price. Marketing channels also represent a substantial opportunity cost. One of the chief roles of marketing channels is to convert potential buyers into profitable customers. Marketing channels must not just serve markets they must also make markets.The channels chosen affect all other marketing decisions. The company’s pricing depends on whether it uses mass merchandisers or high-quality boutiques. The firm’s sale force and advertising decisions depend on how much training and motivation dealers need. In addition channel decisions include relatively long-term commitments with other fins as well as a set of policies and procedures. When an automaker signs up independent dealers to sell its automobiles the automaker cannot buy them out the next day and replace them with company-owned outlets. But at the same time channel choices themselves depend on the company’s marketing strategy with respect to segmentation targeting and positioning. Holistic marketers ensure that marketing decisions in all these different areas are made to collectively maximize value.In managing its intermediaries the firm must decide how much effort to devote to push versus pull marketing. A push strategy uses the manufacturers sales force trade promotion money or other means to induce intermediaries to carry promote and sell the product to end users. Push strategy is appropriate where there is low brand loyalty in a category brand choice is made in the store the product is an impulse itemand product benefits are well understood. In a pull strategy the manufacturer uses advertising promotion and other forms of communication to persuade consumers to demand the product from intermediaries thus inducing the intermediaries to order it .Pull strategy is appropriate when there is high brand loyalty and high involvement in the category when consumers are able to perceive differences between brands and when they choose the brand before they go to the store. For years drug companies aimed ads solely at doctors and hospitals but in 1997 the FDA issued guidelines for TV ads that opened the way for pharmaceuticals to reach consumers directly. This is particularly evident in the burgeoning business of prescription sleep aids.Top marketing companies such as Coca-Cola Intel and Nike skillfully employ both push and pull strategies. Marketing activities directed towards the channel as part of a push strategy are more effective when accompanied by a well-designed and well-executed pull strategy that activates consumer demand. On the other hand without at least some consumer interest it can be very difficult to gain much channel acceptance and supportChannel DevelopmentA new firm typically starts as a local operation selling in a fairly circumscribed market using existing intermediaries. The number of such intermediaries is apt to be limited: a few man ufacturer’s sales agents a few wholesalers several established retailers a few trucking companies and a few warehouses. Deciding on the best channels might not be a problem the problem is often to convince the available intermediaries to handle the firm’s line.If the firm is successful it might branch into new markets and use different channels in different markets. In smaller markets the firm might sell directly to retailers in larger markets it might sell through distributors. In rural areas it might work with general-goods merchants in urban areas with limited-line merchants. In one part of the country it might grant exclusive franchises in another it might through outlets to handle the merchandise. In one country it might use international sales agents in another it might partner with a local firm.International markets pose distinct challenges. Customers shopping habits canvary by countries and many retailers such as Germany's Aldi the United Kingdoms Tesco and Spains Zara have redefined themselves to a certain degree when entering anew market to better tailor their image to local needs and wants. Retailers that have largely stuck to the same selling formula regardless of geography such as Eddie Bauer Marks amp Spencer and Walt-Mart-marketing strategy for Its entrance into 1 MUS. market to slack different national manufacturer have sometimes encountered trouble in entering new markets.In short the channel system evolves as a function of local opportunities and conditions emerging threats and opportunities company resources and capabilities and other factors. Consider some of the challenges Dell has encountered in recent ye ars.Hybrid ChannelsToday’s successful companies are also multiplying the number of quot go-to-market quotor hybrid channels in anyone market area. In contrast to Dell HP has used its sales force to sell to large accounts outbound telemarketing to sell to medium-sized accounts direct mail with an inbound number to sell to small accounts retailers to sell to still smaller accounts and the Internet to sell specialty items. Staples markets through its traditional retail channel a direct-response Internet site virtual malls and thousands of links on affiliated sites.Companies that manage hybrid channels must make sure these channels work well together and match each target customers preferred ways of doing business. Customers expect channel integration characterized by features such as: the ability to order a product online and pick it up at a convenient retail location；the ability to return an online-ordered product to a nearby store of the retailer；the right to receive discounts and promotional offers based on total online and off-line purchases. Circuit City estimated in-store pick-ups accounted for more than half its online sales in 2006. Here’s a specific example of a company that has carefully managed its multiple channels. REI（Recreation Equipment Inc.）What’s more frustrating: buying hiking boots that cripple your feet or trying on the perfect pair only to find the store is out of stock in the size or style you want at Recreational Equipment Inc. large accounts outbound telemarketing to sell to medium-sizedaccounts direct mail with an inbound number to sell to small accounts retailers to sel l to still smaller accounts and the Internet to sell specialty items. Staples markets through its traditional retail channel a direct-response Internet site virtual malls and thousands of links on affiliated sites.Companies that manage hybrid channels must make sure these channels work well together and match each target customers preferred ways of doing business. Customers expect channel integration characterized by features such as: the ability to order a product online and pick it up at a convenient retail location；the ability to return an online-ordered product to a nearby store of the retailer；the right to receive discounts and promotional offers based on total online and off-line purchases. Circuit City estimated in-store pick-ups accounted for more than half its online sales in 2006. Here’s a specific example of a company that has carefully managed its multiple channels. REI（Recreation Equipment Inc.）What’s more frustrating: buying hiking boots that cripple your feet or trying on the perfect pair only to find the store is out of stock in the size or style you want at Recreational Equipment Inc. Understanding Customer NeedsConsumers may choose the channels they prefer based on a number of factors:the pr ice product assortment and convenience of a channel option as well as theirown particular hopping goals economic social or experiential.As with products segmentation exists and marketers employing different types of channels must be aware that different consumers have different needs during the purchase process.Researchers Nunes and Cespedes argue that in many markets buyers fall intoone off our categories.Habitual shoppers purchase from the same places in the same manner over time. High-value deal seekers know their needs and quot channel surf quot a great dealbefore buying at the lowest possible price.Variety-loving shoppers gather information in many channels take advantageof high touch services and then buy in their favorite channel regardless of price. High-involvement shoppers gather information in all channels make their purchase in a low- cost channel but take advantage of customer support from a high-touch channel.One study of 40 grocery and clothing retailers in France Germany and theUnited Kingdom found that retailers in those countries served three types of shopper s:1. Service/quality customers who cared most about the variety and performance of products in stores as well as the service provided .2. Price/value customers who wer e most concerned about spending their money wisely .3. Affinity customers who primarily sought stores that suited people like themselves or the members of groupsthey aspired to join. As Figure 15.1 shows customer profiles for these types of retailers differed across the three markets: In France shoppers placed more importance on service and quality in the United Kingdom affinity and in Germany price and value.Even the same consumer though may choose to use different channels for different functions in making a purchase. For instance someone may choose to browse through a catalog before visiting a store or take a test-drive at a dealer before ordering a car online. Consumers may also seek different types of channels dependin g on the particular types of goods involved. Some consumers are willing to quot trade upquotto retailers offering higher-end goods such as TAG Heuer watches or Ca lla way golf clubs these same consumers are also willing to quot trade down quot to discount retailers to buy private-label paper towels detergent or vitamins. Value NetworksA supply chain view of a firm sees markets as destination points and amounts to a l inear view of the flow. The company should first think of the target market howeve r and then design the supply chain backward from that point. This view has been cal led demand chain planning. North westerns Don Schultz says: quot A demand chai n management approach doesn’t just push things through the system. It emphasize s what solutions consumers are looking for not what products we are trying to sell th em.Quot Schultz has suggested that the traditional marketing quot four Ps quot be replaced by a new acronym SIVA which stands for solutions information value and access.An even broader view sees a company at the center of a value network-a systemof partnerships and alliances that a firm creates to source augment and deliver its offerings. A value network includes a firms suppliers and its suppliers suppliers an diets immediate customers and their end customers. The value network includes valu ed relations with others such as university researchers and government approval agencies.Demand chain planning yields several insights. First, the company can estimate whe ther more money is made upstream or downstream, in case it might want to integrate backward. or forward. Second, the company is more aware of disturbances anywher e in the supply chain that might cause costs, prices, or supplies to change suddenly. Third, companies can go online with their business partners to carry on faster and m ore accurate communications, transactions, and payments to reduce costs, speed up information, and increase accuracy. With the advent of the Internet, companies are fo rming more numerous and complex relationships with other firms.Managing this value network has required companies to make increasing investment s in information technology and software. They have invited such software firms as SAP and Oracle to design comprehensive enterprise resource planning systems to m anage cash flow, manufacturing, human resources, purchasing, and other major funct ions within a unified framework. They hope to break up department silos and carry o ut core business processes more seamlessly. Marketers, for their part, have traditiona lly focused on the side of the value network that looks toward the customer. In the fu ture, they will increasingly participate in and influence their companies’ upstream ac tivities and become network managers, not only product and customer managers.营销渠道与价值网络管理公司的混合渠道必须确保这些渠道一起工作和相互匹配的目标客户首选的做生意的方式。
渠道中英文名称对照讲解
1，营销渠道定义
? 营销渠道是在使产品或服务顺利地被使用或消 费的过程中所涉及到的相互依存的组织的集合。
? Marketing channels can be viewed as sets of interdependent organizations involved in the process of making a product or service available for use or consumption.(Stern and EL-Ansary(1992), Marketing Channels, 4th ed. Prentice Hall.)
?渠道的动态发展趋势是什么 (What trends are taking place in channel dynamics)？
?如何管理渠道的冲突 (How can channel conflict be managed)？
一，营销渠道是什么？
(What is the nature of marketing Channels)
密集性分销 (extensive distribution)
?密集性分销的特点是尽可能多地使用销 售终端来销售本企业的商品或劳务。当 消费者要求在当地能方便地购买时，密 集性分销就至关重要。
(3)渠道成员的义务条款和责任
Terms and Responsibilities of channel Members
?单位价值高的产品 一般由公司推销员销售，很 少通过中间机构。
3，识别渠道选择方案
?渠道方案的选择由3方面的要素确定：
?中间机构的类型 ?中间机构的数目 ?每个渠道成员的条件及其相互责任
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Nature & Importance of Marketing Channels
Risk Taking
Financing
Physical Distributioomotion
Contact Matching
12 - 7
Nature & Importance of Marketing Channels
▪ Pricing, Marketing communications
• A strong distribution system can be a competitive advantage
• Channel decisions involve longterm commitments to other firms
12 - 5
Goal 1: Know why companies use channels and understand their functions
Nature & Importance of Marketing Channels
12 - 6
Goal 1: Know why companies use channels and understand their functions
• Number of Channel Levels
▪ The number of intermediary levels indicates the length of a marketing channel.
• Direct Channels • Indirect Channels
12 - 4
Goal 1: Know why companies use channels and understand their functions
Nature & Importance of Marketing Channels
• How Channel Members Add Value
▪ Intermediaries require fewer contacts to move the product to the final purchaser.
Marketing Channels and Supply Chain Management
Chapter 12
Learning Goals
1. Know why companies use distribution channels and understand the functions that these channels perform.
• Caterpillar stresses dealer profitability, extraordinary dealer support, personal relationships, dealer performance and full, honest, and frequent communications
• Marketing channel
▪ Set of interdependent organizations involved in the process of making a product or service available for use or consumption by the consumer or business user
▪ Intermediaries help match product assortment demand with supply.
▪ Intermediaries help bridge major time, place, and possession gaps that separate products from those who would use them.
12 - 2
Definitions
• Value Delivery Network
▪ The network made up of the company, suppliers, distributors, and ultimately customers who “partner” with each other to improve the performance of the entire system.
2. Learn how channel members interact and how they organize to perform the work of the channel.
3. Know the major channel alternatives that are open to a company.
12 - 1
Case Study Caterpillar
• Dominates world’s markets for heavy construction and mining equipment.
• Independent dealers are key to success
• Dealer network is linked via computers
4. Comprehend how companies select, motivate, and evaluate channel members.
5. Understand the nature and importance of marketing logistics and integrated supply chain management.
12 - 3
Goal 1: Know why companies use channels and understand their functions
Nature & Importance of Marketing Channels
• Channel choices affect other decisions in the marketing mix