channel width strategy-外文翻譯

1、1外文翻譯原文ChannelwidthstrategyMaterialSource:MarketingmanagementAuth:PhilipKotlerChannelwidthistoshowenterpriseinacertainmarketjuxtaposedtousehowmanydlemen.Enterprisesinmakingchannelwidthstrategyfacesthreechoices:1.Exclusiv

2、edistributionExclusivedistributionistopointtoinagivenareaacertaintimeonlychooseadlemendistributionotherexclusiveagentgrantlicense.Thisisthemostnarrowadistributionchannelsfm.Theproductionmanagementbrhighgradeconsumergoods

3、technicalpricehigherindustrialsuppliesofenterpriseusemethisonefm.Thisapproachhastheadvantagethat:dlemenbusinesshighenthusiasmastrongsenseofresponsibility.Defectismarketcoveragerelativelynarrowbutalsohavecertainrisksliket

4、hedlemenmanagementabilityispoappearunexpectedcircumstanceswillaffecttheenterprisestoexploitthemarketinthewholeplan.2.ExtensivedistributionExtensivedistributionalsocalledintensivedistribution.Evenaspossiblefmanydlemenenga

5、gedinproductdistributionmakechannelsaswidened.Lowpricepurchasefrequencyhighcommoditiesindustrialsuppliesofstardgeneraltoolsusemesuchdistributionmethods.Itsadvantageismarketcoverageisextensivepotentialcustomershavemeopptu

6、nitiestoproduct.Defectisdlemenbusinessenthusiasmlowtheresponsibilityispo.3.ivedistributionivedistributioninnamelymarketchoosingpartialdlemenmanagementoftheenterpriseproducts.Thisisthesoledistributextensivedistributbetwee

7、nbetweenanintermediatefm.Mainlyappliedintestingofchoosebuyistastedindustrialsuppliesofcomponentssomemachinesequipmentetc.Ofcoursebusinessotherproductsenterprisesalsocanconsultthispractice.Ifproperlyedwhichusedthedlemendi

8、stributionmethodscanholdconcurrentlybefetwowaysofadvantages.3(2)managementtypeverticalmarketingsystemmanagementtypeverticalmarketingsystemisnotbythesameownerssubdinatesrelatedproductiondepartmentdistributiondepartmentgan

9、izationfmbutbyalargescalestrongenterpriseganize.FamousmanufacturerhastheabilitytogetfromACTSpowerfultradecooperationsuppt.Therefekodakgeelyp&getc.Thecompanytotherelevantgoodsexhibitioncontainerpositionpromotionspricingpo

10、licytoobtainitsagainACTSpowerfultradecooperationsuppt.(3)contractualverticalmarketingsystemcontractualverticalmarketingsystemismadeindependentlyofcompaniesintheproductiondistributionofdifferentleveltheycomposedbycontract

11、asthebasisfunityoftheiractionsindertogetthethanitsindependentactionwhentheycangetgreatereconomicsalesresult.Contractualverticalmarketingsysteminrecentyearsobtainedverybigdevelopmentbecometheeconomiclifeoneofthemostremark

12、ableachievement.Contractualverticalmarketingsysteminthreefms:Oneisthewholesalerpromotesthevoluntarychainganizations.Wholesalersganizationindependentretailersestablishedvoluntarychainganizationhelpthemlargescalechainlikeg

13、anizationlegitimate.Wholesalerssetaplanaccdingtotheplantheindependentretailerssalesactivitiesstardizedobtainthepurchasingeconomicbenefits.Twoitisretailerscooperationganization.Retailerscouldtaketheinitiativeinfminganewbu

14、sinessentitytocarryoutwholesalebusinesspossibleproductionactivities.Membersbyretailerscooperationganizationcentralizedpurchasingjointadvertising.Profitsbymembersquantity.youallocation.Nonmembersretailersalsothroughcooper

15、ationganizationpurchasingbutnotsharetheprofits.Threeitisspecialgenerationcampganization.Intheproductionprocessadistributioncalledfreelancegenerationcampchannelmembersmayjoinseverallinks.Specialgenerationcampinrecentyears

16、isthefastestgrowingmostinterestingretailfm.Althoughthebasicthoughtsoldbutsomespecialgenerationbattalionofthefmisbrnew.Themethodcanbedividedintothreetypes:thefirstisamanufacturerofretailfreelancepromotesthecampsystemsucha

17、sfdfranchiseddistributssellitscarthesealldealersisindependentofthemarketingpersonnelbutagreedtomeettherelatedsalestheserviceofvariousconditionsThesecondismanufacturerswholesalefreelancepromotesthecampsystemsuchasCocaCola