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渠道銷售的外文翻譯---營銷渠道和價值網(wǎng)絡(luò)-其他專業(yè)-在線瀏覽

2025-03-24 03:44本頁面
  

【正文】 therstransportation panies, independent warehouses, banks, advertising agenciesassist in the distribution process but neither take title to goods nor negotiate purchases or sales。s pricing depends on whether it uses mass merchandisers or highquality boutiques. The firm39。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 manufacturer39。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。t sleep (which can range from simple stress to serious illness). Proponents of such ads say that in an era of managed care and shortened doctor visits, ads educate patients and spark important conversations with doctors. Although the 3 pharmaceutical industry is unlikely to pUll back, BristolMyers Squibb Co. has won some kudos for voluntarily banning ads during the first year new drugs are on the markets. Top marketing panies such as CocaCola, 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 acpanied by a welldesigned and wellexecuted 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 support. Channel Development A new firm typically starts as a local operation seIling in a fairly circumscribed market, using? existing intermediaries. The number of such intermediaries is apt to be limited: a few man?ufacturers39。 the? problem is often to convince the available inter?mediaries to handle the firm39。 in larger markets, it might sell through distributors. In rural areas, it might work with generalgoods merchants。 in another, it might seJJ through aJJ outlets witIing to handle the merchandise. In one country, it might use international sales agents。 shopping habits can vary by countries, and many retailers such as Germany39。s Tesco, and Spain39。 Spencer, and WalMart,marketing strategy for Its entrance into 1M US. market to slock 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, pany resources and capabilities, 4 and other factors. Consider some of the challenges Dell has encountered in recent years. DELL Dell revolutionized the personal puter category by selling products directly to customers via the telephone and later the Inter, rather than through retailers or resellers. Customers could custom design the exact PC they wanted, and rigorous cost cutting allowed for low everyday prices. Sound like a winning formula? It was for almost two decades. But 2021 saw the pany encounter a number of problems that led to a steep stock price decline. First, reinvigorated petitors such as HP narrowed the gap in productivity and price. Always focused more on the business market, Dell struggled to sell effectively to the consumer market. Ashift in consumer preferences to bUy in retail stores as opposed to buying direct didn39。D spending that hindered newproduct development and led to a lack of differentiation didn39。s successful panies are also multiplying the number of gotomarket or 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 mediumsized accounts, direct mail with an inbound number to sell to small accounts, retailers to sell to still smaller accounts, and the Inter to sell specialty items. Staples markets through its traditional retail channel, adirectresponse Inter 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 customer39。s a specific example of a pany that has carefully managed
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