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本科生毕业设计（论文）外文翻译学院：商贸学院学号：120134030专业班级：市场营销1301班学生姓名：宫超指导教师：赵丹年月日MarketingChannelsandValueNetworksMostproducersdonotselltheirgoodsdirectlytothefinalusersbetweenthemstandsasetofintermediariesperformingavarietyoffunctions.Theseintermediariesconstituteamarketingchannelalsocalledatradechannelordistributionchannel.Formallymarketingchannelsaresetsofinterdependentorganizationsinvolvedintheprocessofmakingaproductorserviceavailableforuseorconsumption.Theyarethesetofpathwaysaproductorservicefollowsafterproductionculminatinginpurchaseandusebythefinalenduser.Someintermediaries-suchaswholesalersandretailers-buytaketitletoandresellthemerchandisetheyarecalledmerchants.Others-brokersmanufacturer’srepresentativessalesagents-searchforcustomersandmaynegotiateontheproducersbehalfbutdonottaketitletothegoodstheyarecalledagents.Stillothers-transportationcompaniesindependentwarehousesbanksadvertisingagencies-assistinthedistributionprocessbutneithertaketitletogoodsnornegotiatepurchasesorsalestheyarecalledfacilitators.TheImportanceofChannelsAmarketingchannelsystemistheparticularsetofmarketingchannelsafirmemploysanddecisionsaboutitareamongthemostcriticalonesmanagementfaces.IntheUnitedStateschannelmemberscollectivelyhaveearnedmarginsthataccountfor30to50oftheultimatesellingprice.Incontrastadvertisingtypicallyhasaccountedforlessthan5to7ofthefinalprice.Marketingchannelsalsorepresentasubstantialopportunitycost.Oneofthechiefrolesofmarketingchannelsistoconvertpotentialbuyersintoprofitablecustomers.Marketingchannelsmustnotjustservemarketstheymustalsomakemarkets.Thechannelschosenaffectallothermarketingdecisions.Thecompany’spricingdependsonwhetheritusesmassmerchandisersorhigh-qualityboutiques.Thefirm’ssaleforceandadvertisingdecisionsdependonhowmuchtrainingandmotivationdealersneed.Inadditionchanneldecisionsincluderelativelylong-termcommitmentswithotherfinsaswellasasetofpoliciesandprocedures.Whenanautomakersignsupindependentdealerstosellitsautomobilestheautomakercannotbuythemoutthenextdayandreplacethemwithcompany-ownedoutlets.Butatthesametimechannelchoicesthemselvesdependonthecompany’smarketingstrategywithrespecttosegmentationtargetingandpositioning.Holisticmarketersensurethatmarketingdecisionsinallthesedifferentareasaremadetocollectivelymaximizevalue.Inmanagingitsintermediariesthefirmmustdecidehowmuchefforttodevotetopushversuspullmarketing.Apushstrategyusesthemanufacturerssalesforcetradepromotionmoneyorothermeanstoinduceintermediariestocarrypromoteandselltheproducttoendusers.Pushstrategyisappropriatewherethereislowbrandloyaltyinacategorybrandchoiceismadeinthestoretheproductisanimpulseitemandproductbenefitsarewellunderstood.Inapullstrategythemanufacturerusesadvertisingpromotionandotherformsofcommunicationtopersuadeconsumerstodemandtheproductfromintermediariesthusinducingtheintermediariestoorderit.Pullstrategyisappropriatewhenthereishighbrandloyaltyandhighinvolvementinthecategorywhenconsumersareabletoperceivedifferencesbetweenbrandsandwhentheychoosethebrandbeforetheygotothestore.Foryearsdrugcompaniesaimedadssolelyatdoctorsandhospitalsbutin1997theFDAissuedguidelinesforTVadsthatopenedthewayforpharmaceuticalstoreachconsumersdirectly.Thisisparticularlyevidentintheburgeoningbusinessofprescriptionsleepaids.TopmarketingcompaniessuchasCoca-ColaIntelandNikeskillfullyemploybothpushandpullstrategies.Marketingactivitiesdirectedtowardsthechannelaspartofapushstrategyaremoreeffectivewhenaccompaniedbyawell-designedandwell-executedpullstrategythatactivatesconsumerdemand.OntheotherhandwithoutatleastsomeconsumerinterestitcanbeverydifficulttogainmuchchannelacceptanceandsupportChannelDevelopmentAnewfirmtypicallystartsasalocaloperationsellinginafairlycircumscribedmarketusingexistingintermediaries.Thenumberofsuchintermediariesisapttobelimited:afewmanufacturer’ssalesagentsafewwholesalersseveralestablishedretailersafewtruckingcompaniesandafewwarehouses.Decidingonthebestchannelsmightnotbeaproblemtheproblemisoftentoconvincetheavailableintermediariestohandlethefirm’sline.Ifthefirmissuccessfulitmightbranchintonewmarketsandusedifferentchannelsindifferentmarkets.Insmallermarketsthefirmmightselldirectlytoretailersinlargermarketsitmightsellthroughdistributors.Inruralareasitmightworkwithgeneral-goodsmerchantsinurbanareaswithlimited-linemerchants.Inonepartofthecountryitmightgrantexclusivefranchisesinanotheritmightthroughoutletstohandlethemerchandise.Inonecountryitmightuseinternationalsalesagentsinanotheritmightpartnerwithalocalfirm.Internationalmarketsposedistinctchallenges.CustomersshoppinghabitscanvarybycountriesandmanyretailerssuchasGermany'sAlditheUnitedKingdomsTescoandSpainsZarahaveredefinedthemselvestoacertaindegreewhenenteringanewmarkettobettertailortheirimagetolocalneedsandwants.RetailersthathavelargelystucktothesamesellingformularegardlessofgeographysuchasEddieBauerMarksampSpencerandWalt-Mart-marketingstrategyforItsentranceinto1MUS.markettoslackdifferentnationalmanufacturerhavesometimesencounteredtroubleinenteringnewmarkets.Inshortthechannelsystemevolvesasafunctionoflocal