【毕业论文】市场营销外文翻译--对我国汽车行业营销渠道的研究.docVIP

PAGE 4 毕业设计（论文）外文参考文献译文 原文出处：Marketing Management 设计（论文）题目：对我国汽车行业营销渠道的研究 姓 名 学 号 070808206 院 （系） 经济与管理学院 专 业 市场营销 指导老师 二〇一〇年十二月九日 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 organizations 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 intermediaries-such as wholesalers and retailers-buy, take title to, and resell the merchandise; they are called merchants. Others-brokers, manufacturers' representatives, sales agents-search for customers and may negotiate on the producer's behalf but do not take title to the goods; they are called agents. Still others-transportation companies, independent warehouses, banks, advertising agencies-assist in the distribution process but neither take title to goods nor negotiate purchases or sales; 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 price.Marketing channels also represent a substantial opportunity cost. One ofthe chief roles of marketing channels is to convert potential buyers into profitable customers. Ma