资源描述:
《Channel width strategy-外文翻译》由会员上传分享,免费在线阅读,更多相关内容在学术论文-天天文库。
1、外文翻译原文ChannelwidthstrategyMaterialSource:MarketingmanagementAuthor:PhilipKotlerChannelwidthistoshowenterpriseinacertainmarketjuxtaposedtousehowmanymiddlemen.Enterprisesinmakingchannelwidthstrategyfacesthreechoices:1.ExclusivedistributionExclusivedistributionistopointtoinagivenarea,acertaintimeonly
2、chooseamiddlemendistributionorotherexclusiveagent,grantlicense.Thisisthemostnarrowadistributionchannelsform.Theproductionandmanagementbrand,high-gradeconsumergoodsandtechnical,pricehigherindustrialsuppliesofenterpriseusemorethisoneform.Thisapproachhastheadvantagethat:middlemenbusinesshighenthusias
3、m,astrongsenseofresponsibility.Defectismarketcoveragerelativelynarrow,butalsohavecertainrisks,likethemiddlemenmanagementabilityispoororappearunexpectedcircumstances,willaffecttheenterprisestoexploitthemarketinthewholeplan.2.ExtensivedistributionExtensivedistributionalsocalledintensivedistribution.
4、Evenaspossibleformanymiddlemenengagedinproductdistribution,makechannelsaswidened.Lowprice,purchasefrequencyandhighcommodities,industrialsuppliesofstandard,generaltools,usemoresuchdistributionmethods.Itsadvantageismarketcoverageisextensive,potentialcustomershavemoreopportunitiestoproduct.Defectismi
5、ddlemenbusinessenthusiasmlow,theresponsibilityispoor.3.SelectivedistributionSelectivedistributioninnamelymarketchoosingpartialmiddlemenmanagementoftheenterpriseproducts.Thisisthesoledistributorandextensivedistributorbetweenbetweenanintermediateform.Mainlyappliedintestingofchooseandbuyistasted,indu
6、strialsuppliesofcomponentsandsomemachines,equipment,etc.Ofcoursebusinessotherproductsenterprisesalsocanconsultthispractice.Ifproperlyselected,whichusedthemiddlemendistributionmethodscanholdconcurrentlybeforetwowaysofadvantages.9Distributionchannelisnotunchangeable,newwholesaleinstitutionsandretail
7、institutionscontinuetoemerge.Indevelopedcountries,somechannelsisgraduallytowardmodernizationandsystematized.Newchannelsystemisgraduallyformed.Here,wewillexaminetheverticalandhorizontalandmulti-channelmarketingsys