【正文】 原文來(lái)源： Leonard Berry, A. Parasuraman, and Valarie Zeithaml, 2003 [03104]34。制定在廣告、人員銷(xiāo)售和直銷(xiāo)方面對(duì)社會(huì)負(fù)責(zé)的營(yíng)銷(xiāo)溝通需要做很多工作。主要的促銷(xiāo)工具——廣告、營(yíng)業(yè)推廣、公共關(guān)系和人員推銷(xiāo)互相配合才能達(dá)到公司的溝通目標(biāo)。在直接營(yíng)銷(xiāo)渠道中，沒(méi)有一個(gè)中介環(huán)節(jié)，而在間接營(yíng)銷(xiāo)渠道中，則有一個(gè)或多個(gè)中介環(huán)節(jié)。分銷(xiāo)渠道的最關(guān)鍵的作用是，它能促成交易或輔助完成交易，從而將產(chǎn)品從生產(chǎn)者手中到達(dá)消費(fèi)者手中。因?yàn)檫x擇正確的分銷(xiāo)渠道是企業(yè)決策最重要的內(nèi)容之一。如果該中間商是一個(gè)想獲得獨(dú)家或非獨(dú)家經(jīng)銷(xiāo)權(quán)的零售店，企業(yè)就要考察其顧客的情況、地理位置及其未來(lái)的增長(zhǎng)潛力。企業(yè)通常要考察中間商從業(yè)歷史的長(zhǎng)短、經(jīng)營(yíng)范圍、企業(yè)增長(zhǎng)和利潤(rùn)的記錄、是否具有協(xié)作精神及其聲譽(yù)情況。由于生產(chǎn)者與消費(fèi)者都執(zhí)行某種職能，故它們也是分銷(xiāo)渠道的組成部分。 分銷(xiāo)渠道可以用其涉及到的中間環(huán)節(jié)的多少來(lái)描述。 ：是供給適應(yīng)購(gòu)買(mǎi)者的需求，包括加工和包裝。時(shí)間、地點(diǎn)等因素不一致，會(huì)使商品和服務(wù)與消費(fèi)者相分離，而分銷(xiāo)渠道克服了這個(gè)矛盾。中介組織以其社會(huì)關(guān)系、經(jīng)驗(yàn)、專(zhuān)長(zhǎng)以及經(jīng)營(yíng)規(guī)模往往為生產(chǎn)商創(chuàng)造比其通過(guò)自身的努力所能獲得的更大的價(jià)值。為什么生產(chǎn)者將部分銷(xiāo)售工作交給中介呢？畢竟，這樣做意味著放棄對(duì)產(chǎn)品如何銷(xiāo)售和向誰(shuí)出售的某種控制。 四、產(chǎn)品的分銷(xiāo) 大部分生產(chǎn)商利用中間商將其產(chǎn)品推向市場(chǎng)。通常有以下幾種方法可供選擇：原產(chǎn)地定價(jià)、統(tǒng)一交貨定價(jià)、區(qū)域定價(jià)、基點(diǎn)定價(jià)和免收運(yùn)費(fèi)定價(jià)。運(yùn)用價(jià)值定價(jià)，公司以公平價(jià)格提供相應(yīng)的質(zhì)量和優(yōu)質(zhì)服務(wù)。有時(shí)公司在作價(jià)格決策時(shí)不僅考慮經(jīng)濟(jì)因素，而且使用心理定價(jià)來(lái)傳達(dá)有關(guān)產(chǎn)品的質(zhì)量或價(jià)值信息。一個(gè)是折扣和折讓定價(jià)，及公司依批量、功能或季節(jié)來(lái)決定折扣或不同形式的折讓。隨著時(shí)間的推移，公司會(huì)改變價(jià)格結(jié)構(gòu)，并將之調(diào)整到適應(yīng)不同的消費(fèi)者和形勢(shì)的狀態(tài)。s公司努力—并且大多獲得了成功—通過(guò)升級(jí)高級(jí)服裝線和強(qiáng)調(diào)設(shè)計(jì)者的名字將其商店定位于價(jià)格—質(zhì)量策略上。我們不是說(shuō)折扣商店忽視質(zhì)量，而是說(shuō)它們更加強(qiáng)調(diào)低廉的價(jià)格。在零售行業(yè)，Saks Fifth Avenue和Neiman Marcus公司正是定位于該價(jià)格—質(zhì)量策略的。因此，一家名為Boston Preparatory的規(guī)模不大的運(yùn)動(dòng)服制造商正在運(yùn)用這種定位策略，以期勝過(guò)那些并非所有產(chǎn)品都在美國(guó)制造的勢(shì)力強(qiáng)大的競(jìng)爭(zhēng)對(duì)手如Calvin Kiein和Tommy Hilfiger。一些公司盡力將其產(chǎn)品定位在期望的類(lèi)別中，如“美國(guó)制造”。同時(shí)，它密切注視百事可樂(lè)公司，以確保對(duì)主要競(jìng)爭(zhēng)對(duì)手的任何一次巧妙、有效的營(yíng)銷(xiāo)舉措采取相應(yīng)的對(duì)策。公司甚至為電腦制造商出錢(qián)，讓它們?cè)谧约旱膹V告中帶上“Intel Inside”標(biāo)志。該策略特別適用于已經(jīng)具有固定的差別優(yōu)勢(shì)或試圖強(qiáng)化這種優(yōu)勢(shì)的廠商。有時(shí)，他們決定對(duì)某一特定產(chǎn)品采用一種以上的策略。因此，管理者需要進(jìn)行定位，即塑造與競(jìng)爭(zhēng)品牌和競(jìng)爭(zhēng)對(duì)手的其他品牌相關(guān)的自我品牌形象。多重細(xì)分市場(chǎng)策略需要選擇兩個(gè)或更多的細(xì)分市場(chǎng)，并且每個(gè)細(xì)分市場(chǎng)分別采用一種單獨(dú)的營(yíng)銷(xiāo)組合。統(tǒng)一市場(chǎng)策略即采取一種營(yíng)銷(xiāo)組合用到一個(gè)整體的、無(wú)差異的市場(chǎng)中去。但是，如果市場(chǎng)細(xì)分得當(dāng)?shù)脑挘臃舷M(fèi)者的需求，實(shí)際上將生產(chǎn)更高的效率。而且，也使得小公司可以通過(guò)集中在一兩個(gè)細(xì)分上場(chǎng)上有效地參與競(jìng)爭(zhēng)。一個(gè)合理的營(yíng)銷(xiāo)計(jì)劃應(yīng)以區(qū)分市場(chǎng)中存在的差異為起點(diǎn)，這一過(guò)程被稱(chēng)為市場(chǎng)細(xì)分，它還包括將何種細(xì)分市場(chǎng)作為目標(biāo)市場(chǎng)。然而，在大多數(shù)市場(chǎng)中，購(gòu)買(mǎi)者的需求不一致。s marketing mix. The main promotion tools——advertising, sales promotion, public relations, and personal selling——work together to achieve the pany39。s years in business, other lines carried, growth and profit record, cooperativeness, and reputation. If the intermediaries are sales agents, the pany will want to evaluate the number and character of the other lines carried, and the size and quality of the sales force. If the intermediary is a retail store that wants exclusive or selective distribution, the pany will want to evaluate the store39。s quality or promotional pricing,panies temporarily sell their product bellow list price as a specialevent to draw more customers,sometimes even selling below value pricing, the pany offers just the night bination of quality and good service at a fair price. Another approach is geographical pricing, whereby the pany decides how to price distant customers, choosing from alternative as FOB pricing,uniform delivered pricing, zone pricing, basingpoint pricing, and freightabsorption pricing. Finally, international pricing means that the pany adjusts its price to meet different world markets. Distribution Channels Most producers use intermediaries to bring their products to try to forge a distribution channel—a set of interdependent organizations involved in the process of marking a product or service available for use or consumption by the consumers or business user. Why do producers give some of the selling job to intermediaries?After all,doing so means giving up some control over how and to whom the products are use of intermediaries results from their greater efficiency in marking goods available to target their contacts, experience, specialization, and scales of operation,intermediaries usually offer the firm move value than it can achieve on its own efforts. A distribution channel moves goods from producers to overes the major time, place, and possession gaps that separate goods and services from those who would use them. Members of the marketing channel perform many functions. Some help to plete transactions: . . :finding and municating with prospective buyers. :fitting the offer to the buyer39。rather, they stress low 39。t produce all of their products in the .. by Price and Quality Certain producer and retailers are known for their highquality products and high the retailing field,Sake Fifth Avenue and Neiman Marcus are positioned at one end of the pricequality stores such as Target and Kmart are at the 39。Made in the USA39。s other products. Marketing executives can choose from a variety of positioning they decide to use more than one for a particular are several major positioning strategies: in Relation to a petitor For some products,the best position is directly against the strategy is especially suitable for a firm that already has a solid differential advantage or is trying to solidify such an fend off rival markers of microprocessors,Intel a campaign to convince buyers that its product is superior to pany even paid puter makers to include the slogan,Intel Inside in their the market leader,CocaCola introduces new products and executes its marketing the same time,it keeps an eye on PepsiCola,being sure to match any clever,effective marketing moves made by its primary petitor. in Relation to a Product Class or Attribute Sometimes a pany39。s ability to bring attention to a product and to differentiate it in a favorable way from similar products goes a long way toward determining that product39。 needs are not ,a single marketing program starts with identifying the differences that exist within a market,a process called market segmentation, and deciding which segments will be pursued ads target markets. Marketing segmentation enables a pany to make more efficient use of its marketing ,it allows a small pany to pete effectively by concentrating on one or two apparent drawback of market segmentation is that it will result in higher production and marketing costs than a oneproduct,massmarket , if the market is correctly segmented,the better fit with customers39。懇請(qǐng)閱讀此篇論文的老師、同學(xué)，多予指正，不勝感激！ 參考文獻(xiàn) [1] [2] .《現(xiàn)代營(yíng)銷(xiāo)》.2011年[3] [D].[4] 李文國(guó)，：上海交通大學(xué)出版社，2008 [5] 、策略[N].，(5) [6] ，（2）：1～5 [7] ，（36）： [8] [M].廣東：廣東旅游社出版, 2007：156～289 [9] 王秀娥，：清華大學(xué)出版社，2012 [10] ：電子工業(yè)出版社，2