這篇文章是關乎行銷學的,應該會有一些專有名詞。
因為自己翻起來總覺得詞不達意,用線上翻譯軟體也怪怪的,所以請這方面的高手解救一下,請幫幫忙,真的感激不盡、感激再三^^
以下是內文:
Market considerations are a key determinant of channel structure because when all is said and done, marketing channels must reflect the needs and wants of customers. In short, marketing channels must be customer-centric-reflecting how, when, and where customers choose to acquire products and services as well as which customers make purchasing decisions and do the actual buying. Consequently, market variables are of fundamental importance in channel design decisions. The channel manager should attempt to analyze his or her markets with a view toward gaining a sustainable competitive advantage through channel designs that serve those markets better than the competition.
In order to analyze markets effectively for channel design purposes, a framework consisting of four basic dimensions was used in this chapter. These are (1) market geography, which deals with the physical location of markets and their distance from the producer or manufacturer;(2) market size, the number of buyers in a given market;(3)market density, the number of buyers per unit of geographical area;(4)market behavior, which breaks down into four sub dimensions of when, where, and how the market buys, as well as who buys.
The channel manager must attempt to understand how these dimensions and sub dimensions operate in various markets and plan channel structures that will enable the firm to serve these markets effectively and efficiently. The channel manager must also be sensitive to changers in these dimensions and, if necessary, be able to make appropriate modifications in the channel structure to adapt to such changes quickly and smoothly.
請大家多多幫忙XD
2007-01-11 17:29:52 · 1 個解答 · 發問者 Vera 2 in 社會與文化 ➔ 語言
市場利益驅動是通路結構中的一個重要因素,因為在該條件滿足的情況下,行銷通路必定反映出客戶需要以及想要的。簡言之,行銷通路必需是以客戶為中心的,來反映客戶想要如何、什麼時間、什麼地點來取得商品及服務,以及客戶如何、什麼時間、什麼地點下購買的決定和實際的購買行為。所以說,市場變數是設計通路的決定因素中最基本且最重要的。通路經理應該試著去分析他(她)所管理的市場,以獲得足夠的競爭優勢為目標來設計通路,讓自己比競爭對手更符合市場的需求。
為了要能有效地分析市場來做為通路設計的參考,本章使用的架構包含了四個基本的面向:(1) 市場的地理因素,指的是市場的實際位置以及與生產商或製造商的距離;(2) 市場規模,在此市場中的消費者數量;(3) 市場密度,每單位地理區域的消費者數量;(4) 市埸行為,再細分成四個部分來形容消費者,何時、何地,如何購買,以及是誰在消費。
通路經理必需試著了解上述的四個面向及其細項在不同的市場中是如何運作的,藉此來擬定通路結構,讓公司能夠有效地及有效率地迎合市場需求。通路經理還必需能察覺到市場在這四個面向上的改變,在必要的情況下對通路結構做適當的調整來迅速且平順地適應這個改變。
2007-01-12 10:39:49 · answer #1 · answered by ? 7 · 0⤊ 0⤋