【正文】 he same selling formula regardless of geography, such as Eddie Bauer, Marks amp。s Aldi, the United Kingdom39。 in another, it might partner with a local firm. International markets pose distinct challenges. Customers39。 in urban areas, with limitedline merchants. In one part of the country, it might grant exclusive franchises。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。 sales agents, a few wholesalers, several established retailers, a few trucking ?panies, and a few warehouses. Deciding on the best channels might not be a problem。s Vioxx generated huge profits, it exposed housands of . adults to heart attack risks. Critics of the new drug ads say the drugs they tout treat symptoms rather than spurring consumers to discover the reason they can39。s 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 item, and product benefits are well understood. In a pull strategy the manufacturer uses advertising, promotion, and other forms of munication 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 panies 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. SEPRACOR INC. The increased use of prescription sleep aids is due not so much to an increase in the number of insomniacs, as to the billions of dollars the drug panies re spending on print and TV advertising. Consider Sepracor39。s sale force and advertising decisions depend on how much training and motivation dealers need. In addition, channel decisions include relatively longterm mitments with other finns 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 panyowned outlets. But at the same time, 2 channel choices themselves depend on the pany39。 they are called facilitators. The Importance of Channels A 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 channels also represent a substantial opportunity cost. One ofthe 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 pany39。s behalf but do not take title to the goods。 they are called merchants. Othersbrokers, manufacturers39。 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。 between them stands aset 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 anizations 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 intermediariessuch as wholesalers and retailersbuy, take title to, and resell the merchandise。 representatives, sales agentssearch for customers and may negotiate on the producer39。 they are called agents. Still o