Functions of marketing intermediaries
销售中间渠道的作用
A marketing channel is a group of interrelated organisation that directs the flow of products from producer to ultimate customers.
营销渠道是促使产品从生产者流向最终消费者的一整套相互关联的组织。
The channels are also called marketing intermediaries.
营销渠道也称为销售中间机构。
The two major categories of marketing intermediaries are wholesalers and retailers.
营销中间机构主要有两类:批发商和零售商。
Wholesales are individuals and organisations that sell primarily to other sellers or industrials users.
批发商指的是将商品基本销售给其他销售商或工业用户的个人或组织。
Wholesale transactions generally innovle large quantities of goods.
批发业务通常涉及大批量的商品。
Retailers specialize in selling products to consumers.
零售商则是专门将产品销售给消费者。
They generally resell products that they obtain from whole-salers.
他们一般是从批发商那里购进产品然后再销售出去。
Consumers often wonder whether products would cost less if one or more marketing intermediaries could be eliminated from the distribution system.
消费者恐怕会想,如果从分销系统中减少一个或更多的营销中间机构,产品的成本是否会减少。
Would cars be less expensive if customers could simply buy them straight from the manufacturer?
如果消费者直接从生产厂家那里购买汽车,其价格是否会优惠些?
Perhaps, but think about the practical aspects involved.
也许会吧,但这在现实中恐怕是不可行的。
How many consumers would be willing or able to go to Detroit to buy a car? Or maybe Japan?
有多少消费者愿意或有能力到底特律或者日本去购买一辆汽车呢?
If manufacturers offered cars for sale by mail order, how many consumers would buy one without seeing and test-driving it?
如果厂家通过邮购的方式来销售汽车,又有多少消费者会在没有看到汽车并试驾的情况下购买汽车呢?
Carmarkers selling vehicles directly to buyers from around the United States or around the world would be impossible.
汽车制造商要把汽车直接销售给在全美国或世界各地的消费者是不可能的。
Marketing intermediaries are vital in creating place, time, and possession utilities.
销售中间机构的作用是非常关键的,它们为消费者在合适的地点和时间购买产品创造了条件。
They ensure that products are available on a timely basis where they are needed.
它们保证了产品能在需要的时间及时提供给消费者。
Elminating intermediaries does not eliminate the need for their services, such as storage, delivery, and providing a product assortment.
减少营销中间机构并不能减少消费者对中间机构所提供的服务的需要,这些服务包括仓储、送货以及提供各种齐全的货物。
Either the manufacturer, the consumer, or some other organization has to perform these essential services.
不是厂家、消费者就是其他组织必须提供这些服务。
Withour intermediaries, most consumer purchases would be much less efficient.
没有中间机构,绝大多数的消费者购买就不可能如此便捷。
Products probably would cost more, mot less.
消费者所购买到的商品就会更贵些,而不是更便宜。
PART ONE: INTERVIEW
(1) Where do you usually do your shopping?
你经常在哪里购物?
I usually do shopping in a supermarket.
(2) Do you think marketing intermediaries are necessary when you want to buy products?(Why?/Why not?)
你认为营销中间机构对你购买商品是必需的吗?(为什么?)
I think they are quite necessary. They make it more convenient for consumers to buy products, otherwise, consumers have to travel a long distance to go to the producer.
(3) Do you think televised home shopping will be more popular in the future?(Why?/Why not?)
你认为电视购物在将来会很风行吗?(为什么?)
Yes. Because televised home shoppng services are available 24 hours, it is very convenient for you to buy goods at any times. What’s more, you don’t need to go out for shopping, it saves you a lot of trouble.
(4) Do you think direct marketing a form of retailing? What are the major forms of direct marketing?
你认为直接营销是零售的一种形式吗?直接营销有哪些主要形式?
Yes, direct marketing is one of the fast-growing forms of retailing. The major forms of direct marketing are telephone retailing and mail-order retailing.
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