市场营销学 外文翻译 外文文献 英文文献 市场营销(2)

By commodities we mean goods such as tin, copper , zinc and other metals or bulk foodstuffs like tea, coffee, wheat and cocoa. What distinguishes commodities is that they tend to be sold on the basis of objective descriptions , such as " Brazilian coffee" or "Sri Lankan tea", rather than according to some brand name, though, of course, the experienced buyer will be able to distinguish high and low quality goods according to their source or to a wholesaler.

Wholesaling

The markets we have just outlined are wholesale markets . Wholesaling involves purchasing goods in large quantities from the producer or importer and selling in smaller quantities to the retailer, or sometimes, to another wholesaler or dealer. A service is provided as the producer prefers to deal with large orders and the retailer in smaller purchases. There are ,however, other services provided by wholesaling besides this 'breaking bulk.

Conventional wholesaling has declined in importance in recent decades. The functions of wholesaling still have to be undertaken but are now often less important than in the past and where they remain essential are often carried out by manufacturers, or, more noticeably, by retailers. The growth of large chains in

4

市场营销学 外文翻译 外文文献 英文文献 市场营销

retailing has often been made possible by the incorporation of wholesaling and retailing within the one organization.Develoments in production methods, in transport and communications have all contributed to this process . When flour was sold by millers in large sacks, breaking bulk was a necessary service for small shops selling to ordinary households. Modern machines have no difficulty in packing flour in paper bags at the end of the production line. Motorway transport, the telephone and telex have brought retailer and manufacturer closer together and the wholesaler's warehousing is not always essential to bridge the gap between them. Agents

Agents may offer an alternative to wholesalers. An agent acts on behalf of another, the principal. The role of the agent in distribution is to take over the work of distribution from the manufacturer. In some ways agents may act much like a wholesaler; in other ways they may act like a retailer and sell to the final customer. Agents can be particularly important in servicing foreign markets where they have special local knowledge.

Franchising

This is a growing form of distribution. A franchise gives the sole right to serve a locality with a particular good or service. Agents often hold sole franchises.

The modern trend in franchising is for producers carefully to develop and market the product, including the organization of advertising,and then to leave the retail stage to a franchised independent firm. The franchise holder normally has to pay for the franchise. In return they receive a wide range of services from the producer. The shop will be laid out according to a distinctive pattern. Special equipment will be provided,training given and exclusive supplies of materials provided.

Franchising has been particularly important in some service trades such as fast foods. Its supporters claim that it combines the individual'entrepreneurship' of the independent franchise holder with the economies of large scale production, advertising and so on. It also provides a role for small firms and personal initiative in an economy which often seems to be dominated by large organizations . The system's critics claim that large producers favor it as it gives them retail outlets and retail management at very low cost. It can also lead to frustrated expectations among the franchise holders who will never truly be 'their own bosses.

The marketing Mix

As with all business decisions, there is no one right form of distribution and

5

市场营销学 外文翻译 外文文献 英文文献 市场营销

no one right approach to marketing a firm's products. Indeed a single firm may choose different ways of marketing different products. Marketing and distribution managers must choose a combination of different strategies in response to an environment in which a number of forces, many of them beyond their control, are at work. The chosen marketing mix (or market mix) of price, distribution channel, advertising and product promotion must be the result of careful analysis of the environment, the available strategies and the nature of the firms product.

市场营销

市场营销是一组相互关联的活动，用于确定消费者的需求并对商品和服务进行开发、分销、促销和给产品和服务定价，从而在赢利的前提下满足这些需求。不论一个企业是大还是小，也不论它是生产产品还是提供服务，它的长远的未来是与成功的市场营销操作密切相关的。

常言道，“酒香不怕巷子深”，这种说法并不正确。顾客必须对这个产品有需求，有了解，并在需要它的时间和地点能得到它，还得有支付能力。市场营销正是提供了一个使企业最终获得成功的途径。

1.市场营销的概念

在20世纪初市场营销还不为人知。人们把这个时期描述成一个对消费品的需求过大于公司生产能力的时期。这种对生产的强烈需求导致了企业被生产管理所主宰。“生产导向”成为公司的目标：即，首要任务是生产产品满足需求。所有的能量与智慧全用于生产职能上。销售产品则是无足轻重的；确定消费者的需要的做法更是闻所未闻。

随着越来越多的生产者开始通过制造一些热销的产品，像轿车、吸尘器和电冰箱等来相互竞争从而赚取消费者兜里的美元，这些商品已经开始供大于求。各公司不得不去寻找一个确定消费者需求的途径。于是各企业开始转向“市场营销导向”。市场营销导向强调先明确一个特定的消费群体的需求，然后再生产、促销、定价并分销产品，从而满足这些需求并为公司赚取利润。

这些以市场营销为导向的公司采用了一种被称之为“市场营销观”的哲学。这种“市场营销观”相信应该在全公司范围内采取一种以消费者为导向的意识，旨在获得长期利润。它包括相信整个企业的努力都是为了确定并满足消费者的需要，以求赢利。

生产导向

从19世纪下半叶到大约20世纪20年代，企业基本上是以生产为导向的。人们

6

市场营销学 外文翻 …… 此处隐藏：4469字，全部文档内容请下载后查看。喜欢就下载吧 ……