【正文】 ealers to sell its automobiles, the automaker cannot buy them out the next day and replace them with panyowned outlets. But at the same time, 2 channel choices themselves depend on the pany39。s behalf but do not take title to the goods。 畢業(yè)設(shè)計(jì)（論文）外文參考文獻(xiàn)譯文 原文出處： Marketing Management 設(shè)計(jì)（論文）題目：對(duì)我國(guó)汽車行業(yè)營(yíng)銷渠道的研究 姓 名 學(xué) 號(hào) 070808206 院 （系） 經(jīng)濟(jì)與管理學(xué)院 專 業(yè) 市場(chǎng)營(yíng)銷 指導(dǎo)老師 二〇一〇年十二月九日 1 Marketing Channels and Value Networks Most producers do not sell their goods directly to the final users。 representatives, sales agentssearch for customers and may negotiate on the producer39。s pricing depends on whether it uses mass merchandisers or highquality boutiques. The firm39。s ads for Lunesta, featuring a pale green Luna moth flitting around the head of a peaceful sleeper. Sepracor spent $ million in consumer advertising in 2021, and its stock and sales have jumped due to its successful campaign. The drug industry as a whole spent more than $4 billion on consumer ads in 2021, more than a fivefold increase in 10 years. Its aggressive pUll marketing strategy has, however, prompted intense debate and scrutiny from Congress. After all, while aggressive advertising of Merck39。 the? problem is often to convince the available inter?mediaries to handle the firm39。 in another, it might seJJ through aJJ outlets witIing to handle the merchandise. In one country, it might use international sales agents。s Tesco, and Spain39。D spending that hindered newproduct development and led to a lack of differentiation didn39。s a specific example of a pany that has carefully managed its multiple channels. REI（ Recreation Equipment Inc.） What39。s site and stops to read an REI Learn and Share article on backpacking, the site might highlight an instore promotion on hiking boots. Like many retailers, REI has found that dualchannel shoppers spend significantly more than singlechannel shoppers, and that trichannel shoppers spend even more. Understanding Customer Needs Consumers may choose the channels they prefer based on a number of factors: the price, product assortment, and convenience of a channel option, as well as their own particular ,hopping goals (economic, social, or experiential).As with products, segmentation exists, and marketers employing different types of channels must be aware that different con。 these same consumers are also willing to trade down to discount retailers to buy privatelabel paper towels, detergent, or vitamins. Value Networks A supply chain view of a firm sees markets as destination points and amounts to a linear view of the flow. The pany should first think of the target market, however, and then design the supply chain backward from that point. This view has been called demand chain planning. Northwestern39。s suppliers and its suppliers39。 upstream activities and bee work managers, not just product and customer managers. 營(yíng)銷渠道和價(jià)值網(wǎng)絡(luò) 大多數(shù)生產(chǎn)者并不是將其產(chǎn)品出售個(gè)最終顧客，在生產(chǎn)者和最終顧客之間有一系列的營(yíng)銷中間機(jī)構(gòu)執(zhí)行著不同的功能。 有的中間機(jī)構(gòu)（如批發(fā)商和零售商）買進(jìn)產(chǎn)品、缺的產(chǎn)品所有權(quán)，然后再出售，它們被稱為買賣中間商。在美國(guó)，分銷商們賺取了最終售價(jià)的30%50%的毛利，對(duì)比一下，廣告費(fèi)用通常只占到最終售價(jià)的 5%7%。 渠道選擇會(huì)影響其他所有的營(yíng)銷決策。當(dāng)一個(gè)汽車制造商授權(quán)獨(dú)立的經(jīng)銷商笑傲后其汽車的時(shí)候，制造商不能第二天就買回其景小區(qū)而代之以自己的經(jīng)銷點(diǎn)。推動(dòng)戰(zhàn)略使用制造商銷售隊(duì)伍、促銷資金或其他方法推動(dòng)中間商購(gòu)進(jìn)、促銷以及 9 銷售給最終使用者。多年以來，制藥公司僅僅針對(duì)醫(yī)生和 醫(yī)院做廣告，但在 1997 年，美國(guó)食品及藥物管理局辦不了電視廣告指導(dǎo)方針，開辟了醫(yī)藥品知己到達(dá)消費(fèi)者的道路。Sepracor2021 年在消費(fèi)者廣告上花了 298 萬(wàn)美元，它的股份和銷售額也因成功的戰(zhàn)略而大增。批評(píng)認(rèn)為新藥廣告導(dǎo)致了關(guān)注治療癥狀本身而不是激發(fā)消費(fèi)者去發(fā)現(xiàn)他們不能入眠的原因（從簡(jiǎn)單的壓力到嚴(yán)重的疾?。Ｗ鳛橥七M(jìn)戰(zhàn)略一部分的面向顧客的營(yíng)銷活動(dòng)，當(dāng)被輔以用于刺激消費(fèi)者需求的經(jīng)過精心設(shè)計(jì)和正確實(shí)施的拉動(dòng)戰(zhàn)略時(shí)，會(huì)更為有效。在較小的市場(chǎng)上，公司可能直接將產(chǎn)品賣給零售商：在較大的市場(chǎng)上，則可能會(huì)通過經(jīng)銷商。消費(fèi)者的購(gòu)物習(xí)慣隨國(guó)家不同而有差異，很多零售商，比如德國(guó)的 Aldi、英國(guó)的 Tesco 和西班牙的 Zara 在進(jìn)入一個(gè)新市場(chǎng)時(shí)，都在一定程度上對(duì)自身進(jìn)行重新定義以使自身形 象更適合當(dāng)?shù)匦枰托枨蟆? 戴爾（ Dell） 戴爾公司通過電話和互聯(lián)網(wǎng)而不是零售商直接向消費(fèi)者銷售產(chǎn)品，改革了個(gè)人電腦類別。首先，漸漸復(fù)蘇的競(jìng)爭(zhēng)者，例如惠普，已經(jīng)縮小了他們與戴爾在生產(chǎn)效率和價(jià)格上的差距。再者，研發(fā)支出不足使新產(chǎn)品開發(fā)之后并且導(dǎo)致產(chǎn)品差異化也行不通。通過傳統(tǒng)零售渠道、集市反應(yīng)的互聯(lián)網(wǎng)站、虛擬購(gòu)物商場(chǎng)和數(shù)以千計(jì)的會(huì)員站點(diǎn)對(duì)市場(chǎng)進(jìn)行分類。以下是一家公司謹(jǐn)慎的管理多種渠道的案例。如果一種產(chǎn)品沒有存貨，顧客只需要進(jìn)入其網(wǎng)站訂購(gòu)就可以了。如果一個(gè)顧客瀏覽REI 的網(wǎng)頁(yè)并停下來閱讀一篇名為“學(xué)習(xí)與分享”的文 章，網(wǎng)站就會(huì)突出顯示徒步旅行鞋的店內(nèi)促銷宣傳。 努涅斯（ Nunes）和塞斯普斯特（ Cespedes）認(rèn)為，在許多市場(chǎng)中，購(gòu)買者不外乎以下四類： 。 。 一項(xiàng)針對(duì)法國(guó)、德國(guó)和英國(guó) 40 家食品和衣服零售商的研究發(fā)現(xiàn)，這些國(guó)家的零售商服務(wù)于三種購(gòu)買者：（ 1）服務(wù) /質(zhì)量型消費(fèi)者：最看重多樣性和產(chǎn)品表 12 現(xiàn)以及提供的服務(wù)；（ 2）價(jià)格 /價(jià)值 型消費(fèi)者：最關(guān)心怎樣明智的消費(fèi)；（ 3）關(guān)系緊密型消費(fèi)者：只要尋求特別的商店，這些商店主要服務(wù)于與他們相近的人群或者那些他們想要加入的群體的成員。消費(fèi)者也可能根據(jù)特定產(chǎn)品類型來選擇不同類型的渠道。美國(guó)西北大學(xué)的唐 .舒爾茨（ Don Schultz）說：“需求鏈管理方式并非是通過系統(tǒng)把產(chǎn)品推銷出去。價(jià)值網(wǎng)絡(luò)包括公司的供應(yīng)商和供應(yīng)商的供應(yīng)商以及它的下游客戶和最終顧客。它擁有包含半導(dǎo)體、塑料盒、 LCD 顯示屏和其他附件在內(nèi)的多個(gè)供應(yīng)商“團(tuán)體”，同時(shí)又聚集了在線和離線的再銷售商， 275000 個(gè)開發(fā)商為奔邁操作系統(tǒng)的掌上電腦和智能手機(jī)創(chuàng)造了多達(dá) 21000鐘軟件程序和 100 個(gè)硬件附件。第三，公司可以通過互聯(lián)網(wǎng)與合作伙伴進(jìn)行更快速、準(zhǔn)確的 溝通、交易和支付，這將有助于降低成本、加速信息流動(dòng)和提高準(zhǔn)確性。它們希望打破部門分割，更有效地實(shí)施其核心業(yè)務(wù)。