资源描述：
《营销-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MarketingMaterialSource：MarketingManagementAuthor：PhilipKotlerMarketingChannelsToreachatargetmarket,themarketerusesthreekindsofmarketingchannels.Communicationchannelsdelivermessagestoandreceivemessagesfromtargetbuyers.Theyincludenewspapers,magazines,
2、radio,television,mail,telephone,billboards,posters,fliers,CDs,audiotapes,andtheInternet.Beyondthese,communicationsareconveyedbyfacialexpressionsandclothing,thelookofretailstores,andmanyothermedia.Marketersareincreasinglyaddingdialoguechannels(e-mailandtoll
3、-freenumbers)tocounterbalancethemorenormalmonologuechannels(suchasads).Themarketerusesdistributionchannelstodisplayordeliverthephysicalproductorservicetothebuyeroruser.Therearephysicaldistributionchannelsandservicedistributionchannels,whichincludewarehouse
4、s,transportationvehicles,andvarioustradechannelssuchasdistributors,wholesalers,andretailers.Themarketeralsousessellingchannelstoeffecttransactionswithpotentialbuyers.Sellingchannelsincludenotonlythedistributorsandretailersbutalsothebanksandinsurancecompani
5、esthatfacilitatetransactions.Marketersclearlyfaceadesignprobleminchoosingthebestmixofcommunication,distribution,andsellingchannelsfortheirofferings.SupplyChainWhereasmarketingchannelsconnectthemarketertothetargetbuyers,thesupplychaindescribesalongerchannel
6、stretchingfromrawmaterialstocomponentstofinalproductsthatarecarriedtofinalbuyers.Forexample,thesupplychainforwomen’spursesstartswithhides,tanningoperations,cuttingoperations,manufacturing,andthemarketingchannelsthatbringproductstocustomers.Thissupplychainr
7、epresentsavaluedeliverysystem.Eachcompanycapturesonlyacertainpercentageofthetotalvaluegeneratedbythesupplychain.Whenacompanyacquirescompetitorsormovesupstreamordownstream,itsaimis9tocaptureahigherpercentageofsupplychainvalue.CompetitionCompetition,acritica
8、lfactorinmarketingmanagement,includesalloftheactualandpotentialrivalofferingsandsubstitutesthatabuyermightconsider.Supposeanautomobilecompanyisplanningtobuysteelforitscars.ThecarmanufacturercanbuyfromU.S.Stee
