分销策略Distributionstrategy.

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营销学之分销策略英文版

Marketing Study: Distribution Strategy Distribution strategy is a crucial aspect of marketing that focuses on how products or services are delivered to the target consumers. It plays a significant role in ensuring that the right products reach the right customers at the right time. In this document, we will explore the key concepts and strategies of distribution in marketing.Introduction to Distribution StrategyDistribution strategy refers to the plan and tactics adopted by businesses to ensure effective product flow from the manufacturer or producer to the end consumer. It involves activities such as transportation, warehousing, inventory management, and retailing. Distribution channels are the paths through which products pass from the producer to the consumer.In today’s global market, busin esses have various distribution channels to choose from, including direct sales, retail distribution, e-commerce, and wholesalers. Each channel has its advantages and disadvantages, and businesses need to carefully evaluate their target market, product characteristics, and competition to determine the most suitable distribution strategy.Types of Distribution Channels1.Direct Distribution Channel: In this channel, the manufacturerdirectly sells the product to the end consumer without intermediaries. It allows for better control over branding, pricing, and customer relationships. Directdistribution is commonly observed in industries such as software, onlineservices, and certain manufacturing sectors.2.Indirect Distribution Channel: Indirect distribution involvesintermediaries or middlemen between the manufacturer and the consumer.These intermediaries may include wholesalers, distributors, retailers, andresellers. Indirect distribution channels are commonly used in industries with a wide consumer base, such as consumer goods, electronics, and fast-movingconsumer goods (FMCG).Within the indirect distribution channel, we can further categorize the strategies into three types:•Intensive Distribution: This strategy aims to make the product available in as many retail outlets as possible. It is commonly used for low-cost, impulse purchase products. For example, snack foods and soft drinks aim for widespread availability through intensive distribution.•Selective Distribution: Selective distribution involves choosing specific retailers or distributors to distribute the products. This strategy isoften used for products that require specific positioning or customer service.Examples include high-end cosmetics and luxury goods.•Exclusive Distribution: Exclusive distribution limits distribution to only a few select retailers or distributors. This strategy is frequently employed for luxury or exclusive products, such as high-end watches or designer fashion brands. It creates a sense of scarcity and exclusivity, which can enhance brand image and perceived value.Factors Influencing Distribution StrategySeveral factors influence the selection of a distribution strategy. It is essential to consider these factors to ensure alignment with business objectives and target market characteristics. Here are some key factors to consider:1.Product Characteristics: The nature of the product, its size, weight,perishability, and fragility impact the choice of distribution strategy. Forexample, perishable items require a distribution strategy that minimizes time in transit and ensures freshness upon arrival.2.Market Characteristics:Understanding the target market’s location,size, and preferred shopping habits is crucial. Urban markets may havedifferent distribution dynamics compared to rural or remote areas. Marketsegmentation analysis is necessary to identify the best distribution channels for different market segments.petitor Analysis: Analyzing the distribution strategies ofcompetitors helps businesses identify gaps and opportunities in the market. It can also help in determining the effectiveness of different distribution channels used by competitors.4.Cost Considerations: Distribution strategies have associated costs.Businesses must evaluate the cost implications of each distribution channel, including transportation costs, inventory holding costs, and costs associated with intermediaries.5.Customer Preferences: Understanding customer preferences andconvenience is essential for successful distribution strategies. For example,certain demographics may prefer shopping online, while others may preferbrick-and-mortar stores for the tactile experience.6.Legal and Regulatory Factors: Distribution strategies must complywith legal and regulatory frameworks governing product distribution. Thisincludes issues such as licenses, permits, customs, and trade policies, which can vary across different countries.Implementing an Effective Distribution StrategyTo implement an effective distribution strategy, consider the following steps:1.Market Research: Conduct thorough market research to understandthe target audience, their preferences, and distribution patterns in the industry.Identify potential gaps or opportunities in the market.2.Channel Evaluation: Evaluate different distribution channels basedon market research and factors mentioned earlier. Determine the pros and cons of each channel and their suitability for the product and target market.3.Partner Selection: If selecting indirect distribution channels,carefully choose the appropriate partners, such as wholesalers, distributors, or retailers. Consider their reputation, reach, and alignment with your brandvalues.4.Logistics Planning: Develop a logistics plan to ensure smoothproduct flow throughout the distribution network. This includes transportation, warehousing, inventory management, and order fulfillment processes.5.Channel Integration: In case of multiple distribution channels,integrate the channels to ensure consistent branding, pricing, and customerexperience. The channels should complement each other and create a cohesive brand presence.6.Performance Measurement: Continuously monitor and evaluate theperformance of the distribution strategy. Utilize key performance indicators(KPIs) such as sales volumes, market share, and customer satisfaction to assess the effectiveness of the strategy.ConclusionA well-designed distribution strategy is vital for the success of any marketing effort. It ensures that products or services reach the target customers efficiently and cost-effectively. Businesses need to carefully analyze product characteristics, market conditions, and customer preferences to determine the most suitable distribution channels. Regular evaluation and adjustment of the distribution strategy based on performance metrics enable businesses to stay competitive and agile in a dynamic marketplace.。

分销渠道策略案例4个

分销渠道策略案例4个分销渠道策略(DistributionStrategy)，指企业为了使其产品进入目标市场所进行的路径选择活动和管理过程。

以下是店铺分享给大家的关于分销渠道策略案例，欢迎大家前来阅读!分销渠道策略案例篇1：飞利浦电子是世界上最大的电子公司之一，2003年的销售额达290亿欧元，在医疗诊断影像和病人监护仪、彩色电视、电动剃须刀、照明以及硅系统解决方案领域世界领先。

飞利浦拥有166，800名员工，在60多个国家里活跃在医疗保健、时尚生活和核心技术三大领域。

飞利浦早在1920年就进入了中国市场。

从1985年设立第一家合资企业起，飞利浦就秉承扎根中国的长期承诺，将照明、消费电子、家庭小电器、半导体和医疗系统等五大业务全部带到了中国，将世界领先的技术、产品和服务同步带到了中国市场。

目前，飞利浦已成为中国电子行业最大的投资合作伙伴之一，累计投资总额超过34亿美元，在中国建立了35家合资及独资企业，在全国设有60多个办事处，共有20，000多名员工。

2003年公司在华营业额达到75亿美元，国际采购额达到38。

3亿美元。

飞利浦在中国的渠道模式经历了很长的一段辗转之路。

1997年之前，飞利浦在华南市场一直是采取直接建设，掌控主流渠道，再向终端铺货的方式，年销售额始终徘徊在700万元左右。

出于在国外飞利浦代理制的普及和普遍成功，从1997年底开始，飞利浦决定在华南市场实行区域总代理制。

1997-1999年，由于飞利浦充分给予代理公司优惠的代理政策，使飞利浦的代理区域的销售直线上升，销售额也连年翻倍，1999年达到2.3亿元，飞利浦“两广”市场占有率一路上升至10%。

这一阶段总代理制为飞利浦取得了丰硕的业绩，应该说是一个双赢的阶段。

但随着国内彩电市场竞争加剧，整体价格大幅下滑，飞利浦的盈利开始回落。

2001年，飞利浦开始酝酿渠道收复、产品升级行动，其目的就是欲以低点毛利要挟代理商，降低渠道成本，增进零售价格竞争力。

常用英文营销词汇

常用营销词汇Aabstract or executive summary（报告）摘要或结语acknowledgment response 感知性反应action close （鼓励）行动性结尾active listening 积极地倾听active verb 主动式的动词adjustment 调整allness 误以为全面analytical report 分析性报告annual report 年度报告argument 论点assumption 假设Bbar graph 条状图behavioral interviews 行为式面试bias-free language 非歧视性语言bibliography 参考书目blind ads （没有公司名称的）盲目广告blind copies 盲目（抄送）副本blindering 丧失方向性block format 齐头式blocking 阻碍body language 身体语言body 主体；正文boilerplate 引用boxhead 表头栏brainstorming 头脑风暴法branching question 分叉式问题bridge 过渡buffer 委婉语building goodwill 树立良好的信誉bullets 项目符号或编号business slang 商业俚语businessese 商业行话buying time with limited agreement 在有限制协议下的购买时间bypassing 旁路；错误传达Ccable TV 有线电视capital gains 资本收益capital invested in product 产品投入资本Carnival 嘉年华cash cows 现金牛类cash discounts 现金折扣catalogue sales 目录销售categorization of perception 感知分类categorization 分门别类centralization 集中化chameleons/followers 变色龙/跟随者channel alternatives 可选择的营销渠道channel conflicts 渠道冲突channel decisions 渠道决策channel functions 渠道功能channel institutions 渠道组织结构channel management 渠道管理channel objectives 渠道目标channel of distribution 分销渠道channel power 渠道权力channel-control strategies 渠道控制战略channel-design decisions 渠道设计决策channel-management decisions 渠道管理决策channels of communication 传播渠道choice criteria 选择标准closing a sale 结束销售clothing retailers 服装零售商co-branding 联合品牌code of ethics （职业）道德标准coercive power 强制权cognitive dissonance 认识的不协调collection of data 数据收集collection 收款co-marketing alliances 联合营销联盟combination compensation plan 结合式薪酬方案Comdex 计算机展销会commercialization 商业化commitment 承诺communication channels 传播渠道communication process 传播过程communication 信息交流/沟通communications media 传播媒体company personnel 公司员工comparative advertisements 比较广告comparison of brands 品牌比较compensation deals 补偿处理compensation plan 酬金方案compensation/rewards 酬金/奖励compensatory 补偿性的competition and industry evolution 竞争和行业演变competition-orientated pricing 竞争导向定价法competitive advantage 竞争优势competitive (supply-side) evolution 竞争（供方）演变competitive factors 竞争因素competitive intelligence 竞争情报/信息competitive parity promotion budgeting 竞争均势促销预算法competitive strategy 竞争战略competitive strength 竞争优势/能力competitor analysis 竞争者分析complaint handling 投诉处理component materials and parts markets 组成材料和零部件市场computerized ordering 计算机化的订购conclusive research 确定性研究conditions of demand 需求情况conflict and resolution strategies 冲突和解决战略conformance to specifications 与规格一致conformance 一致性confrontation strategy 对抗战略conjoint measurement 联合测度法conjunctive model 联合模型consumer decision-making 消费者（购买）决策consumer goods channels 消费品分销渠道Consumer Goods Pricing Act, USA 美国消费品定价法案consumer goods 消费品consumer markets 消费品市场consumer needs 消费者需求consumer packaged-goods firms 消费者包装食品公司consumer promotion 消费者促销consumer tests 消费者测试consumer/household market 消费者/家庭市场consumers' perceptions 消费者感知consumption 消费contests 竞赛contingency planning 权变计划contract construction 契约建筑业contract manufacturing 契约制造业contraction/strategic withdrawal strategy 收缩/战略性撤退战略contractual entry modes 契约式进入模式contractual vertical marketing systems 合约式垂直营销系统contribution margin analysis 边际贡献（贡献毛利）分析contributrion margin 边际贡献control strategies 控制战略convenience food stores 便利食品商店convenience goods 便利品convenience 服务的便利性co-operative advertising 合作性广告co-ordination and conflict resolution 协调与冲突解决co-production 合作生产core benefit proposition (CBP) 核心利益方案/提议corollary-data method 推定数据法corporate HQ 公司总部corporate scope 公司（经营）范围corporate strategy 公司战略corporate vertical marketing systems 公司式垂直营销系统corporate/institutional advertising 团体/社会公共机构广告corrective action 矫正行动cost analysis 成本分析cost effectiveness 成本有效性cost leadership strategy 成本领先战略cost of capital 资本成本cost of goods sold (COGS) 产品销售成本cost reductions 降低成本产品cost-and-volume relationship 成本-数量关系cost-oriented pricing 成本导向定价法cost-plus/mark-up pricing 成本加成/溢价定价法costs and benefits of marketing functions 营销职能的成本和效益costs of competitors 竞争者成本costs of distribution 分销成本countertrade 对等贸易coupons 优惠券courtesy 礼貌coverage of geographic market 地域性市场的范围coverage of relevant retailers 相关零售商的销售范围credibility 信誉credit terms 信贷条款critical assumptions 关键假设cross-elasticity 交叉弹性customary pricing 习惯性定价法customer analysis 顾客分析customer contact 顾客接触customer demand 顾客需求customer intimacy 顾客亲密度customer loyalty 顾客忠诚度customer need 顾客需要customer organization of sales force 按客户组织销售队伍customer retention 顾客维系/保留customer satisfaction 顾客满意度customer segment pricing 顾客细分市场定价customer service 顾客服务customer-oriented pricing 顾客导向定价法customers' perception 顾客感知customers' preferences 顾客偏好customers' price sensitivity 顾客的价格敏感度customizing 定制Ddata collection 数据收集data confidentiality 数据保密data research 数据研究data sources 数据来源dealers 经销商deceptive advertisements 欺骗性广告deciders 决策者declining markets 衰退市场decoding 解码defect rate 缺陷率defender strategy 防御型战略defensive new-product development strategy 防御性新产品开发战略defensive positioning 防御性定位delivery time 交付时间delivery 配送demand characteristics 需求特征demand curve 需求曲线demand-oriented pricing 需求导向定价法demographic environment 人口统计环境department stores 百货商店dependability 可靠性deregulation 放松管制derived demand 衍生需求descriptive research 描述性研究design decisions 设计决策desired percentage mark-up on retail 预期零售利润率desired percentage return 预期回报率determinant attributes 关键属性determinants 决定因素different responses 差别反应differentiated defender strategy 差异化防御战略differentiated marketing 差异化营销differentiation over time 不同时间的差异differentiation strategy 差异化战略differentiation 差异化diffusion of innovation theory 创新扩散理论dimension 因素dimensions of quality 质量维度direct costing profitability analysis 直接成本盈利性分析direct mail 直接邮寄direct marketing via advertising media 通过广告媒体的直接营销direct marketing 直接营销direct product profitability (DPP) 直接产品盈利性/利润率direct selling 直销discount rate 贴现率discount stores 折扣商店discount 折扣discount/premium price policies 折扣/溢价策略discriminant analysis 差异分析法discriminatory adjustments 歧视价格调整discriminatory pricing adjustments 歧视定价调整disjunctive model 分离模型display space 陈列空间disposable income 可支配收入dissonance-attribution hierarchy 不和谐-归属层次结构distribution channel designs 分销渠道设计distribution channel objectives 分销渠道的目标distribution channel 分销渠道distribution decisions 分销决策distribution policies 分销策略distribution 分销distributor/store (private lables) brands 分销商/私有品牌distributors 分销商diversification 多元化divest 撤退divest 出让divestment or liquidation 收回投资或清算dividend 红利dogs 瘦狗类domestic target marketing strategies 国内目标市场定位的营销战略dropping products 放弃产品dry cleaning 干洗dual/two channel distribution systems 双重分销系统duplication （媒体）重复durability 耐用性Eearly vs late adoption 早期采购与后期采购earnings per share 每股收益economic and technological factors 经济技术因素economic power 经济权economies of scale 规模经济education services 教育服务effectiveness 有效性efficiency 效率emergency goods 急需品Emerson Electric 爱默生电气emotional appeals 情感诉求empathy 移情作用empirical evidence 经验性实例empowerment 授权encoding 编码end use 最终使用endorsement 赞同engineering （产品）工程设计entrepreneurial strategy 企业家战略entry strategies 进入战略environment and packaging disposal 环境与包装处理environment factors 环境因素environmental scanning 环境扫描/分析environmental strategy 环境战略establishment 机构ethical audit （公司）伦理审计ethics of marketing 营销伦理道德ethnic composition 种族构成European Community 欧共体evaluation and reward systems 评估与奖励体系evaluation and selection of supplier 评估和选择供应商evaluation of alternatives 评估替代品/各种选择evaluation of brands 品牌评估event sponsorship 事件赞助event 活动everyday low-price (EDLP) 天天低价evoked set 引发的组合evolution of market 市场演变exchange 交换exclusive dealing 独家销售exclusive distribution 独家分销executive summary 执行摘要exhibition media 展示广告媒体existing market 现有市场exit barriers 退出壁垒expansion path 扩张途径expectation measures （顾客）预期测度expectations of customers 顾客期望expected unit sales 预计产量expected value 期望价值experience curve 经验曲线experimental research 实验性研究expert power 专长权exploratory research 探索性研究export agents 出口代理（商）export jobbers 出口批发商export management company 出口管理公司export merchants 出口贸易商export 出口exporting 出口商品extended use strategy 扩大使用战略extending volume growth 扩大市场份额external data sources 外部数据来源external environment 外部环境extrapolation of past sales trends 过去销售趋势推测法Ffacilitating agencies 辅助/中介机构factor analysis 因素分析法fads 时尚family branding 家族品牌family life cycle 家庭生命周期family structure 家庭结构farm products 农产品fast-moving consumer goods (FMCG) 快速变动的消费品fear appeals 恐惧/顾虑诉求features 特征Federal Department Stores 联邦百货商店Federal Trade Code （FTC) 联邦贸易法案feedback data 反馈数据field test marketing 实地市场测试financing 融资fisheries 渔业fit and finish 结实度与外观fixed costs 固定成本fixed salary 固定工资flanker strategy 侧翼进攻战略flanker/fighting brand 战斗品牌flanking and encirclement strategies 侧翼进攻与围堵战略flat organizational structure 扁平的组织结构FOB origin pricing FOB产地定价法focus strategy 集中战略followers 追随者foreign middlemen 国外中间商forestry 林业formalization 形式/规范化formulate 制定fortress/position-defence strategy 防御堡垒战略forward integration 向前一体化franchise systems 特许系统franchising 特许经营free call numbers 免费电话号码free goods 免费商品freight-absorption pricing 免收运费定价法fringe benefits 小额津贴frontal attack strategy 正面进攻战略full costing profitability analysis 全成本盈利性分析full-service wholesalers 全方位服务的批发商functional competencies and resource allocation 职能能力与资源分配functional efficiency 职能效率functional organization of sales force 按销售职能组织销售队伍functional organizational structure 职能型组织结构functional performance 功能性能functional strategy 职能战略Ggames 比赛gap 差距gatekeepers 信息传递者general behavioral descriptors 一般行为变量general merchandise discount chains 大众商品折扣连锁店geodemographics 区域人口统计特征geographic adjustments 地理调整geographic distribution 地理分布geographical organization of sales force 按地区组织销售队伍global adjustments 全球调整global elite consumer segment 全球精英消费品市场global expansion 全球扩张global marketing control 全球营销控制global markets 全球市场global niche strategy 全球机会战略global standardization strategy 全球标准化战略global teenage segment 全球青少年市场globalization 全球化global-market expansion 全球市场扩张goals 总目标going-rate/competitive parity pricing 竞争性平价定价法goods producers 产品制造商government agencies 政府机构government buyers 政府采购者government market 政府市场government regulation 政府管制greenhouse effect 温室效应grey market 灰色市场gross domestic product (GDP) 国内生产总值gross margin 毛利gross national product (GNP) 国民生产总值gross profit 毛利gross rating points (GRPs) 总级别指数group/category product manager 类别产品经理growing markets 成长市场growth rate of market 市场增长率growth stage of product life cycle 产品生命周期的成长阶段growth-extension strategies 增长扩张战略growth-market strategies for market leaders 市场领导者的市场增长战略growth-market strategy 成长性市场战略growth-market targeting strategy 成长性市场定位战略guarantee/warranty 保证/担保guarantees 保证Hhard technology 硬技术Harvard Business Review 《哈佛商业评论》harvest 收获harvesting pricing 收获定价法harvesting strategy 收获战略health care 医疗保健health maintenance organizations (HMOs) （美国）卫生保健组织heavy buyer 大客户helpfulness 有益性hierarchy of strategy 战略的层次high margin/low-turnover retailers 高利润/低周转率的零售商high market share global strategy 高市场份额全球战略high-contact service system 高接触服务系统high-involvement product 高参与产品high-involvement purchase 高参与购买hight market share 高市场份额战略homogeneous market 同质市场household/family life cycle 家庭生命周期household 家庭hybrid technology 混合技术Iidea generation 创意的产生/生成ideas for new products 新产品创意/构想idea-screening process 创意筛选过程identification of segments 识别细分市场image pricing 形象定价imitative positioning 模仿定位imitative strategy 模仿战略impact evaluation 影响评估impersonal sources 非个人的信息来源implementation and control of marketing programs 营销计划的执行和控制implementation 实施improvements in or revisions of existing products 现有产品的改良或修正impulse buying 冲动购买impulse goods 冲动购买品incentives 激励income 收入increased penetration strategy 增加渗透战略indirect costing profitability analysis 间接成本盈利性分析individual brand 个别品牌individual value 个人价值industrial goods & services 工业产品和服务industrial goods channels 工业品分销渠道industry attractiveness 行业吸引力industry attractiveness-business position matrix 行业吸引力-业务地位矩阵industry dynamics 产业动态industry evaluation 产业评估industry evolution 产业演变inelastic 缺乏价格弹性influencers 影响者infocommunications industry 信息通信行业infomercials 商业信息广告information age 信息时代information search 信息搜集information technology 信息技术information 信息informative 告知性的ingredient 成份in-home personal interview 个人家庭访谈in-house use tests 内部使用测试innovation 创新innovativeness 创新性installation 设施in-store display 店内展示in-store positioning 店内布局in-store promotion 店内促销intangibles 无形integrated marketing communication plan (IMC) 整合营销传播计划integration of perception 感知整合integration 整合intensity of market position 市场地位的集中程度intensity 集中程度intensive distribution 密集型分销interactions across multiple target markets 多目标市场间的相互作用interactive media 交互式媒体interest rates 利率internal data sources 内部数据来源internal marketing 内部营销internal organizational structure 内部组织结构international advertising 国际广告international channels 国际分销渠道international division 国际分部international marketing 国际营销international organizational design 国际组织设计internationalization of services 服务的国际化introductory stage of product life cycle 产品生命周期的推出阶段inventory level 库存水平investor relations advertising 投资关系广告issue advertising 观点广告Jjobbers 批发商joint ventures 合资jury of executive opinion 行政管理人员群体意见法just noticeable difference (JND) 恰巧注意到的差异just-in-time (JIT) management system 准时制管理体系just-in-time purchasing arrangements 及时采购安排Kkey account management 主要客户管理key accounts 关键客户key benefits 核心利益key environmental issue identification 确定主要的环境问题key variables 关键变量key/house accounts 关键/机构客户Llaboratory tests 实验室测试leapfrog strategy 蛙跳战略learning hierarchy 学习层级结构legal services 法律服务legislation 立法legitimate power 法定权level of compensation 酬金水平level of technical sophistication 技术的复杂程度lexicographic model 词典编纂模型lifestyle 生活方式limited-service wholesalers 有限服务的批发商line extension 产品线扩展line filling 产品线填充line stretching 产品线延伸list price 订价localizaiton strategy 本地化战略location pricing 场所定价location 位置lodging 房屋出租logistical alliances 后勤联盟long-term memory 长期记忆lost customer 失去的顾客low-contact service system 低接触服务系统low-cost defender 低成本防御型low-cost position 低成本地位low-involvement hierarchy 低参与程度层级结构Mmacro risks 宏观风险macroenvironment 宏观环境macrosegmentation 宏观细分mail-order retailers 邮购零售商maintaining market share 保持市场份额maintenance strategy 保持战略management overhead 管理费mandatory adaptation 强制性适应manufacturer brand 制造商/全国性品牌manufacturers' agents/representatives 生产商的代理商/销售代表manufacturers' export agents (MEA) 制造商出口代理manufacturers' sales offices/branches 生产商的销售办事处/分支机构manufacturing process 制造过程manufacturing 制造业market aggregation strategy 整体市场战略market attractiveness factors 市场吸引力因素market attractiveness 市场吸引力market attractiveness/business position matrix 市场吸引力/业务地位矩阵market circumstances 市场环境market demorgraphics 市场人口分布/统计特征market dimension 市场量度market entry strategies 市场进入战略market exclusion 市场排斥market expansion strategy 市场扩张战略market factors 市场因素market followers 市场跟随者market growth rate 市场增长率market hirarchy 市场等级market inclusion 市场纳入market leaders 市场领导者market measurement 市场测量market opportunity analysis 市场机会分析market oriented 以市场为导向的market position factors 市场地位因素market positioning analysis 市场定位分析market potential measurements 市场潜力测度market research 市场研究market segment 细分市场market segmentation 市场细分market share 市场份额market targeting 目标市场选择market 市场marketability 市场开拓能力market-entry strategies 市场进入战略marketing action plan 营销行动计划marketing audit 营销审计marketing channel 营销渠道marketing codes of conduct 营销行为规范marketing communication 营销沟通/传播marketing concept 营销观念marketing control 营销控制marketing decision support systems (MDSS) 营销决策支持系统marketing environment audit 营销环境审计marketing flows and functions 营销过程和职能marketing function area audit 营销功能领域的审计marketing implications of 对营销的影响marketing information system 营销信息系统marketing institutions 营销机构marketing management 营销管理marketing message 营销信息marketing mix 营销组合marketing policy 营销策略marketing productivity area audit 营销生产力领域的审计marketing program components 营销计划内容marketing program 营销计划/方案marketing relationship 营销关系marketing research 营销研究marketing strategy 营销战略market-management organizational structure 市场管理组织结构mark-up price 产品/溢价价格mass-market penetration strategy 大规模市场渗透战略mass-market strategy 大市场战略matrix organizational structure 矩阵组织结构mature conformists 成熟的随大流者mature markets 成熟市场mature stage of product life cycle 产品生命周期的成熟阶段MDSS (Marketing-Decision Support System) 市场决策支持系统measurability 可测度性measure or index 测量指标measurement criteria 计量标准media audiences 媒体受众medical and health services 医疗卫生服务memory of consumers 消费者记忆merchandising 推销merchant middlemen 国内贸易中间商merchant wholesalers 商业批发商message structure 信息结构micro risks 微观风险microsegmentatioin 微观细分minging 矿业miscellaneous sources 多方面来源mission 宗旨missionary selling 推销式销售modified rebuy 调整再购monosegment positioning 单一细分市场定位moral appeals 伦理/道德诉求morals 道德multichannel distribution 多渠道分销multidimensional scaling 多维等级法multilevel selling 多级销售multinational coporations (MNCs) 跨国公司multiple test markets 多测试市场multiple-brand strategy 多品牌战略multiple-factor index 多因素指数法multisegment positioning 多重细分市场定位mutual trust 相互信任Nnational account management 全国性客户管理national market 国内市场natural products 天然产品net sales 净销售额network computer (NC) 网络计算机new business selling 新业务销售new buy 购入新产品new entrants 新进入者new markets 新市场new materials 新材料New Prod screening model 新普罗德筛选模型new product lines 新产品线new products 新产品new-product development 新产品开发new-product ideas 新产品创意Newsweek 《新闻周刊》new-task buying 全新采购new-to-the-world products 世界性新产品niche penetration strategy 壁龛/机会市场渗透战略niche-market strategy 壁龛市场战略no-brand brand name 无品牌的品牌名称no-frills product 无虚饰产品noise in communication system 传播系统中的噪音non-financial rewards 非物质性奖励措施non-probability sampling 非概率抽样non-profit organization 非盈利组织non-store retailing 无店铺零售业number of stockouts 迟滞数目Oobject-and-task method of promotion budgeting 目标-任务促销预算法objectives and strategy area audit 目标与战略领域的审计objectives 具体目标observation 观察法occupancy costs 房屋占用成本occupation/position 职业/职位odd pricing 奇/余数定价法OEM (original equipment manufacturer) 原始设备制造商oeverall quality 总体质量off-invoice discounts 发票之外的折扣offsets 抵消交易on-air testing 广播测试OPEC (Organization of Petroleum Exporting Countries) 欧佩克（石油输出国组织）opening relationships 建立关系operating supplies 生产供应品operational excellence 运作管理水平opinion leaders 意见领导者opportunity cost 机会成本opportunity identification 机会识别opportunity/threat matrix 机会/威胁矩阵order cycle time 订货周期order processing 订单处理organisational level 组织层次organizaitonal requirement planning 组织需求计划organization area audit 组织领域的审计organization buying center 组织采购中心organizational customer 组织顾客organizational direct selling 组织直销organizational markets 组织市场organizational purchasing 组织采购organzational structure 组织结构outdoor enthusiasts 户外运动爱好者out-of-home media 户外广告媒体overall cost leadership 全面成本领先overheads 日常开支overseas direct investment 海外直接投资ownership of new product 新产品所有权Ppackaging 包装panel of experts 专家小组parentage 渊源parties involved 交换中的各方payment terms 支付条款pay-off control 支出控制penetration pricing 渗透定价perceived customer value 顾客感知价值perceived quality 感知到的质量perceived value 感知到的价值percentage of sales promotion budgeting method 销售额百分比促销预算法perceptions of consumers 消费者感知/理解perceptual (product) pisitioning 感知（产品）定位perceptual map 感知图perceptual organization 感知组织perceptual vigilance 感性的警惕performance dimension 业绩标准performance evaluation 业绩评估performance measures 表现/业绩测度performance objective 绩效目标performance standards 绩效标准performance 功能perishability 非持久性personal selling 人员推销personal sources 个人的信息来源personnel development 人力资源开发persuasive 说服性的pharmaceuticals industry 医药行业physical (product) positioning 物理（产品）定位physical descriptors 物理变量physical distribution 实物分销pioneers 先入者place utility 地点效用planning and control system area audit 计划与控制系统领域的审计point of sale information 销售点信息point-of-purhcase (POP) promotion 采购点促销point-of-sales (POS) data 销售点数据pontificator 保守派popularity 通用性population trends 人口趋势portfolio models for resource allocation 资源配置的资产组合模式position intensity 地位集中程度positioning 定位possession utility 拥有效用post-purchase dissonance 购买后的不协调post-purchase evaluation 购买后评估post-purchase/after-sale service 售后服务potential advantages 潜在优势potential customer 潜在顾客potential market 潜在市场potential target market 潜在目标市场power in distribution 分销权力power of buyers 购买者能力power of suppliers 供应商能力predatory pricing 掠夺性定价法pre-empting scarce resources 先占稀缺资源preferential treatment 特惠待遇premiums 额外奖励present competitors 现有的竞争者presenting sales message 提供销售信息pre-test market research 测试前市场研究price discrimination 价格歧视price elasticity of demand 需求的价格弹性price fixing 价格设定price leaders 价格领导者price lining 价格排列定价法price promotion 价格促销price quotation 报价price sensitivity 价格敏感度price structure 价格结构price 价格price/earnings ration 价格/收益比price-off promotions 降价促销price-setting process 定价过程pricing adjustments 定价调整pricing policies 价格策略pricing 定价primary demand 基本需求primary sources 第一类/主要数据print media 印刷媒体private/for-profit organization 私营/盈利性组织PRIZM (Potential Rating Index for Zip Markets) 按邮政区划为基础的潜力等级指数proactive new-product development strategy 进取型新产品开发战略probability sampling 概率抽样problem formulation 界定问题problem identificatioin 确定问题process management 过程管理product line 产品线product availability 产品的可获得性product category 产品类别product class 产品类别product decisions 产品决策product design 产品设计product development 产品开发product dimension or attributes 产品维度/属性product evolution 产品演变product features 产品特征product intent share 产品倾向份额product leadership 产品领导能力product life cycle (PLC) 产品生命周期product life cycle curve 产品生命周期曲线product line 产品线product manager audit 产品经理审计product offering 供应品product organizaiton of salesforce 按产品组织销售队伍product policies 产品策略product positioning 产品定位product quality 产品质量product scope 产品范围product space 产品位置product specifications 产品规格product systems 产品体系product type 产品类型product usage 产品用途product 产品product(ion)-oriented organization 产品/生产导向型组织production 生产product-line pricing adjustments 产品线定价调整product-management organizational structure 产品管理组织结构product-market entry control 产品－市场进入控制product-related behavioral descriptors 与产品相关的行为变量product's market characteristics 产品的市场特征product-use testing 产品使用测试pro-environment 环保profit impact of market strategy (PIMS) 市场战略的利润影响profitability analysis 盈利性分析profitability 盈利性/盈利能力profitable survivor strategy 有利可图的生存者战略project-company resource compatibility 项目与公司资源的协调性projected profit-and-loss statement 预计损益表projective tests 投影测试promotion decisions 促销决策promotion mix 促销组合promotion policies 促销策略promotion 促销promotional allowance 促销折让promotional effort 促销努力promotional pricing 促销定价promptness 及时性propector strategy 探索型战略prospecting for customers 寻找顾客psychographics 心理统计特征psychological cost 心理成本psychological pricing 心理定价法public organization 公共组织public relations 公共关系public utilities 公共设施publicity 公共宣传pull strategy for control of distribution channels 分销渠道控制的拉式战略pupil dilation 瞳孔扩张purchase predisposition 购买倾向purchasing agent 采购代理purchasing contract 采购合同purchasing manager/agent 采购经理／代理purchasing power perity (PPP) 购买力平价指数push money/spiffs 佣金push stragtegy for control of distribution channels 分销渠道控制的推式战略Qqualifying prospects 审查潜在顾客资格quality dimensions 质量维度quality 质量quantity discount 数量折扣question marks 问题类questioning 询问法quotas 定额RR & D expenditure 研究开发战略race and ethnic origin 种族和民族rack jobbers 供应超级市场的批发商radio 无线电广播rank ordering 排序rate of adoption 采购率rate-of-return/target return pricing 回报率/目标回报定价法rational appeals 理性诉求rationale 基本原理raw materials 原材料reactive and proactive responses 反应及前摄策略reactive new-product development strategyreactor strategy 反应型战略real estate 房地产rebates 回扣recall tests 记忆测试receiver 接收者reciprocity 利益互惠recognition of problem/need 发现问题/需求recognition tests 认知测试recreation 娱乐业recruitment and selection 招聘与选拔recycling of packaging 包装回收（利用）reference group 参照群体referent power 参照权refocus 巩固refunds 退款refusal to deal 拒绝经营regression analysis 回归分析法regulation 管制related/concentric diversification 相关/同心多元化relational VMSs 相关式垂直营销系统relative attractiveness of declining markets 衰退市场的相对吸引力relative market potential 相对市场潜力relative market share 相对市场份额reliability 可靠性repeat purchase behavior 重复购买行为repetition 重复repositionings 重新定位产品requirements planning 需求计划reseller 中间商resident buyers 常驻采购员resource allocation/deployment 资源配置response strategies 反应策略response to communication 传播响应responsive strategy 反应型新产品开发战略responsiveness 响应性retail coverage strategy 零售范围战略Retail Index 零售指数retail outlets 零售店retail sales 零售额retailer co-operatives 零售商合作社retailer 零售商retailing trends 零售趋势Return on Equity (ROE) 权益回报率Return on Investment (ROI) 投资回报率Return on Net Assets (RONA) 净资产回报率reverse engineering 反向工程reward systems 奖励系统rivalry determinants 竞争决定因素rivalry 竞争对手roster 名册Ssalary 薪金sales agents 销售代理商sales analysis by customer 顾客销售分析sales analysis by order size 订货规模的销售分析sales analysis by product 产品销售分析sales analysis by territory 区域销售分析sales analysis 销售分析sales forcasting 销售预测sales force estimates 销售人员估计sales force size 销售队伍规模sales force 销售队伍sales forecasting 销售预测sales management 销售管理sales organization 销售组织sales performance 销售表现/业绩sales personnel incentives 销售人员激励sales personnel 销售人员sales planning 销售计划sales potential 销售潜力sales promotion 销售促进/促销sales territory 销售地区sales trends 销售趋势sales 销售额sales/price reduction 销售/价格下降sample design 样本设计sample size 样本大小sampling 抽样sampling 提供样品scale efficiency 规模效率scaled measures 比例测度scoring models 评判模型screening of ideas 创意筛选sealed bidding 招标secondary sources 第二类/次要数据second-but-better new-product development strategy 后者居上型新产品开发战略security 证券业segmentation and targeting 细分与目标选择segmentation criteria 细分标准segmentation descriptors 市场细分变量segmentation 市场细分selective demand 选择性需求selective distribution 选择分销selective exposure 选择性接触selective perception 选择性感知/理解selective retention 选择性保留self-employed person 独立经营的个人self-managing teams 自我管理团队self-oriented 自我导向型selling groups 销售团队selling proposition 销售计划/提议selling 推销/销售service guarantees 服务保证service industry 服务产业service organization 服务组织service quality 服务质量。

分销策略课件

垂直行銷系統的三種形式
公司式垂直行銷系統：由同一個所有者名下的相關的生產部門和分配部門組合而成。如假日酒店有一個自我供應的網路，包括地毯廠、傢俱製造廠以及大量為其所控制的再分銷機構
管理式垂直行銷系統：由某一家規模大、實力強的企業出面組織。名牌製造商有能力從再售者那裏得到強有力的貿易合作和支持
行銷管道的功能
調研：為計畫和促進交換收集資訊
促銷：發展和傳播有關供應物的富有說服力的資訊
聯繫；尋找潛在購買者，並與其進行溝通
匹配：按習者的要求調整供應物
談判：盡力達成有關產品的價格和其他條件的最終協議，
以實現所有權或者持有權的轉移
實體分配：運輸和儲藏商品
財務：收集和分散資金，以負擔管道工作所需費用
沒有一個管道成員對於其他成員擁有全部的或者足夠的控制權
“高度鬆散的網路，其中，製造商、批發商和零售商鬆散地聯結在一起，相互之間進行不親密的討價還價，對於銷售條件各執已見，互不相讓，所以各自為政，各行其是”
垂直行銷系統是由生產者、批發商和零售商所組成的一種統一的聯合體
某個管道成員擁有其他成員的產權，或者是一種特約代營關係，或者這個管道成員擁有相當實力，其他成員願意合作
承擔風險：在執行管道任務的過程中承擔有關風險
不同級數的管道
零級管道一級管道二級管道三級管道
製造商
消費者
製造商
零售商
消費者
製造商批發商售商消費者
製造商批發商中盤商零售商消費者
級數越高，行銷管道越長級數越高，控制的難度越大
垂直營銷系統
在傳統的行銷管道中，每個成員都是作為一個獨立的企業實體追求自己利潤的最大化，即使它是以損害系統整體利益為代價也在所不惜

常用国际贸易术语200个

常用国际贸易术语200个Advertising campaign（广告活动）Advertising（广告）After-sales service（售后服务）Agent（代理商）Anti-dumping duty（反倾销税）Anti-dumping measures（反倾销措施）Arbitration（仲裁）B2B (Business-to-Business)（企业对企业）B2C (Business-to-Consumer)（企业对消费者）Balance of payments（国际收支平衡）Balance of trade（贸易差额）Bilateral trade（双边贸易）Bill discounting（票据贴现）Bill of lading（提单）Brand management（品牌管理）Branding（品牌建设）Business license（营业执照）Business negotiation（商务谈判）Business networking（商务社交）Certificate of compliance（合规证书）Certificate of conformity（合格证书）Certificate of inspection（检验证书）Certificate of origin（原产地证书）CIF (Cost, Insurance, and Freight)（成本、保险和运费）Command economy（计划经济）Commercial invoice（商业发票）Common market（共同市场）Competitive analysis（竞争分析）Competitive intelligence（竞争情报）Contract negotiation（合同谈判）Copyright（版权）Counterfeit goods（假冒商品）Countervailing duties（反补贴税）Cross-border trade（跨境贸易）Currency appreciation（货币升值）Currency devaluation（货币贬值）Currency fluctuation（货币波动）Customer relationship management (CRM)（客户关系管理）Customer retention（客户保留）Customer satisfaction（客户满意度）Customs broker（报关行）Customs clearance（海关清关）Customs clearance（清关）Customs duty（关税）Customs union（关税同盟）Customs（海关）DDP (Delivered Duty Paid)（货到付款）Demand forecasting（需求预测）Direct investment（直接投资）Distribution channel management（渠道管理）Distribution channel（分销渠道）Distribution strategy（分销策略）Distribution（配送）Distributor（经销商）Documentary collection（跟单托收）Dumping investigation（倾销调查）Dumping margin calculation（倾销幅度计算）Dumping margin（倾销幅度）Dumping（倾销）E-commerce（电子商务）Economic sanctions（经济制裁）Ex works（工厂交货）Exchange rate fluctuations（汇率波动）Exhibition booth（展位）Export controls（出口管制）Export credit agency（出口信用机构）Export credit（出口信贷）Export documentation（出口文件）Export duty（出口关税）Export license（出口许可证）Export promotion（出口促进）Export quota（出口配额）Export regulations（出口法规）Export subsidy scheme（出口补贴计划）Export subsidy（出口补贴）Export（出口）Export-oriented production（出口导向型生产）EXW (Ex Works)（工厂交货）FCL (Full Container Load)（整柜）FOB (Free On Board)（离岸价）Foreign exchange market（外汇市场）Foreign exchange rate（汇率）Foreign exchange rate（外汇汇率）Franchising（特许经营）Free trade agreement（自由贸易协定）Free trade zone（自由贸易区）Free trade（自由贸易）Freight forwarding（货运代理）GATT (General Agreement on Tariffs and Trade)（关税和贸易总协定）GSP (Generalized System of Preferences)（普惠制）Hedging（套期保值）Import documentation（进口文件）Import duty rate（进口关税税率）Import duty（进口关税）Import license（进口许可证）Import quota system（进口配额制度）Import quota（进口配额）Import regulations（进口法规）Import restrictions（进口限制）Import substitution（进口替代）Import（进口）Incoterms（国际贸易术语解释）Indirect export（间接出口）Insurance policy（保险单）Intellectual property infringement（知识产权侵权）Intellectual property rights protection（知识产权保护）Intellectual property rights（知识产权）International Chamber of Commerce (ICC)（国际商会）International payment（国际支付）International standards（国际标准）International trade fair（国际贸易博览会）International trade finance（国际贸易融资）International trade（国际贸易）Inventory management（库存管理）Joint venture（合资企业）LCL (Less than Container Load)（散货）Letter of credit（信用证）Letter of intent（意向书）Licensing（许可）Logistics（物流）Manufacturer（制造商）Market access（市场准入）Market analysis（市场分析）Market demand（市场需求）Market economy（市场经济）Market entry barrier（市场准入壁垒）Market entry barriers（市场准入壁垒）Market entry mode（市场进入方式）Market entry strategy（市场进入策略）Market expansion（市场扩张）Market expansion（市场拓展）Market growth（市场增长）Market opportunity（市场机会）Market penetration（市场渗透）Market positioning（市场定位）Market research report（市场研究报告）Market research（市场调研）Market research（市场研究）Market saturation（市场饱和）Market segmentation（市场细分）Market share analysis（市场份额分析）Market share（市场份额）Market trend analysis（市场趋势分析）Market trend（市场趋势）Marketing campaign（营销活动）Marketing mix（市场营销组合）Marketing strategy（营销策略）Mediation（调解）Memorandum of understanding (MOU)（谅解备忘录）MFN (Most Favored Nation) status（最惠国待遇）Mixed economy（混合经济）Multilateral trade（多边贸易）Non-disclosure agreement (NDA)（保密协议）Non-tariff barriers（非关税壁垒）Online marketing（网络营销）Online marketplace（在线市场）Open account（开放账户）Order fulfillment（订单履行）Packing list（装箱单）Patent（专利）Payment terms（支付条款）Preferential trade agreement（优惠贸易协定）Preferential trade（优惠贸易）Price negotiation（价格谈判）Pricing strategy（定价策略）Product development（产品开发）Product differentiation（产品差异化）Product positioning（产品定位）Product quality control（产品质量控制）Product recall（产品召回）Proforma invoice（形式发票）Promotion（推广）Public relations（公关）Purchase order（采购订单）Quality control（质量控制）Quota（配额）Retailer（零售商）Risk management（风险管理）Royalties（版税）Rules of origin（原产地规则）Safeguard measures（保障措施）Sales contract（销售合同）Sales forecast（销售预测）Sales promotion（促销）Social media marketing（社交媒体营销）Strategic alliance（战略联盟）Subsidy investigation（补贴调查）Subsidy（补贴）Supplier（供应商）Supply chain management（供应链管理）Supply chain optimization（供应链优化）Supply chain（供应链）Tariff（关税）Tariffication（关税化）Trade agreement（贸易协定）Trade association（行业协会）Trade barrier（贸易壁垒）Trade barriers（贸易壁垒）Trade credit insurance（贸易信用保险）Trade credit（贸易信用）Trade deficit（贸易逆差）Trade dispute resolution（贸易争端解决）Trade dispute settlement（贸易争端解决）Trade dispute（贸易争端）Trade embargo（贸易禁运）Trade facilitation agreement（贸易便利化协定）Trade facilitation measures（贸易便利化措施）Trade facilitation（贸易便利化）Trade finance agreement（贸易融资协议）Trade finance facility（贸易融资工具）Trade finance instruments（贸易融资工具）Trade finance options（贸易融资选择）Trade finance（贸易融资）Trade financing options（贸易融资选择）Trade imbalance（贸易失衡）Trade in goods（货物贸易）Trade in services（服务贸易）Trade insurance（贸易保险）Trade liberalization（贸易自由化）Trade mission（贸易代表团）Trade negotiations（贸易谈判）Trade policy（贸易政策）Trade promotion activities（贸易促进活动）Trade promotion organizations（贸易促进组织）Trade promotion（贸易促进）Trade protectionism（贸易保护主义）Trade remedies（贸易救济措施）Trade restrictions（贸易限制）Trade secrets（商业机密）Trade show participation（参展）Trade show（贸易展览会）Trade surplus（贸易顺差）Trade（贸易）Trademark（商标）Trade-related investment measures（与贸易有关的投资措施）Trading bloc（贸易集团）TRIPS Agreement(Agreement on Trade-Related Aspects of Intellectual Property Rights)（与贸易有关的知识产权协议）Warehousing（仓储）Wholesaler（批发商）World Trade Organization (WTO)（世界贸易组织）WTO rules（世界贸易组织规则）。

分销策略

分销渠道策略（Distribution Strategy），指企业为了使其产品进入目标市场所进行的路径选择活动它关系到企业在什么地点、什么时间、由什么组织向消费者提供商品和劳务。

企业应选择经济、合理的分销渠道，把商品送到目标市场。

分销渠道因素包括渠道的长短、宽窄决策，中间商和选择以及分销渠道的分析评价和变革等内容。

菲利普·科特勒认为："一条分销渠道是指某种货物或劳务从生产者向消费者移动时取得这种货物或劳务的所有权或帮助转移其所有权的所有企业和个人。

因此，一条分销渠道主要包括商人中间商(因为他们取得所有权)和代理中间商(因为他们帮助转移所有权)。

此外，它还包括作为分销渠道的起点和终点的生产者和消费者，但是，它不包括供应商、辅助商等。

"科特勒认为，市场营销渠道(Marketing channel)和分销渠道(Distribution channel)是两个不同的概念。

他说："一条市场营销渠道是指那些配合起来生产、分销和消费某一生产者的某些货物或劳务的一整套所有企业和个人。

"这就是说，一条市场营销渠道包括某种产品的供产销过程中所有的企业和个人，如资源供应商(Suppliers)、生产者(Producer)、商人中间商(Merchant middleman)、代理中间商(Agent middleman)、辅助商(Facilitators)(又译作"便利交换和实体分销者，如运输企业、公共货栈、广告代理商、市场研究机构等等)以及最后消费者或用户(Ultimate consumer or users)等。

影响分销渠道选择因素产品[1]不同的产品适用于不同的分销渠道，有许多产品特性对渠道产生影响：不易保存的产品（如易腐烂的海鲜产品）要求直接渠道；体积大的产品（如建筑材料）运输距离不宜太远、转卖次数不宜太多；非标准产品（如定做的机器设备和商用表格等）因中间商缺少必要的专业知识，一般由企业代理商直接销售；需要安装和维修服务的产品一般由企业的特许经销商销售；单位价值高的产品也常由企业的销售队伍直接销售。

商业经营英语名词

以下是一些商业经营英语名词：贸易公司(trading company)批发商(wholesaler)零售商(retailer)制造商(manufacturer)进口商(importer)出口商(exporter)商业顾问(business consultant)会计师(accountant)审计师(auditor)税务师(tax advisor)商业管理(business management)市场营销(marketing)销售(sales)采购(purchasing)库存管理(inventory management)财务管理(financial management)人力资源管理(human resource management) 供应链管理(supply chain management)商业道德(business ethics)风险管理(risk management)企业家(entrepreneur)合规性(compliance)商业计划(business plan)预算(budget)营销策略(marketing strategy)定价策略(pricing strategy)分销策略(distribution strategy)竞争分析(competitive analysis)市场调研(market research)产品开发(product development)服务提供(service delivery)客户关系管理(customer relationship management)公认会计准则(Generally Accepted Accounting Principles，GAAP)折旧(depreciation)利润表(income statement)资产负债表(balance sheet)现金流量表(cash flow statement)应收账款(accounts receivable)应付账款(accounts payable)库存现金(cash on hand)无形资产(intangible assets)有形资产(tangible assets)总资产(total assets)总负债(total liabilities)所有者权益(owner's equity)总权益(total equity)年度总收入(annual revenue)年度净利润(annual net income)。

营销策略之分销策略

优化价格体系
制定更加公平、激励性强的销售政策，提高销售团队的积极性。
完善销售政策
提供更加优质的售后服务，提高客户满意度和忠诚度。
加强售后服务
优化分销渠道
提供培训支持
提高渠道成员的销售能力
培养渠道成员的责任感
提升渠道成员的素质
设立销售额、市场占有率等奖励指标，对优秀渠道成员进行奖励。
设立奖励机制
协助渠道成员开拓市场，提高其市场竞争力。
提供市场支持
与渠道成员保持密切联系，关注其需求和感受，增强情感沟通。
加强情感沟通
加强渠道成员的激励
THANKS
感谢观看
物流配送
提供快速、安全的物流配送服务，确保产品按时交付。
分销服务
制定分销策略的步骤
03
分析市场环境
宏观经济环境
包括国民经济发展水平、居民收入和消费水平等。
依据购买力、需求、消费习惯等要素划分目标客户群体。
确定目标客户群体
依据市场潜力、竞争状况、渠道布局等因素选择目标市场区域。
确定目标市场区域
确定目标市场
销售业绩低
渠道冲突严重
库存积压严重
可能存在价格体系混乱、区域划分不合理、销售目标不一致等问题。
可能存在预测不准确、产品滞销、供应链协同不紧密等问题。
03
分析现有分销策略的不足
02
01
确定分销策略调整的方向
可考虑开拓线上渠道、发展国际市场等，扩大销售范围。
拓展销售渠道
制定更加合理的价格政策，考虑消费者需求、竞争状况等因素。
招募直销团队
遵守商业法规，与渠道成员建立合规的商业关系。
合规经营
确定渠道成员
激励渠道成员

市场营销专业英语单词完整

Marketing Management营销管理New Products Development新产品开发Service Industry Marketing服务业营销Advertising广告Business Negotiation商业谈判International Marketing国际市场营销Sales Channels销售渠道Public Relationship公共关系Consumer Behavior消费者行为Systems of Management Information管理信息系统Marketing Research营销调研accessibility 可进入性accessory equipment markets 附属设备市场account management policies 客户管理策略positioning定位additions to existing product lines 现有产品线的增加administered vertical marketing systems 管理式垂直营销系统market segmentation市场细分sales promotion销售促进advertising feedback 广告反馈advertising frequency 广告频率advertising media 广告媒体advertising reach 广告接受人数advertising message 广告信息advertising source 广告信息来源agent middleman 代理商allowance 折让alteration 退换American Marketing Association 美国营销协会annual marketing plan 年度营销计划assurance 保证attitudes of consumers 消费者态度availability 可获得性/供货能力awareness (产品)知晓度/知名度baby boomers 婴儿潮出生的一代人backward channels for recycling 回收的后向渠道backward integration 后向垂直一体化banner advertisements 横幅标语广告bar codes 条形码barter 实物交易basic physical needs 基本生理需要BCG Grow-Share Matrix 波士顿增长—份额矩阵before tests 事前测试Behavior Scan Information Resources Inc. 行为扫描信息源公司behavioral analysis 行为分析behavioral hierarchies 行为层级benchmarking 基准benefit clusters 利益群体benefits 利益Benz 奔驰billing 帐单birth rate 出生率blanket purchase order 一揽子采购合同blind-paired comparison testing 双盲比较测试blue collars 蓝领bottom line 底线/盈亏一览结算线brand awareness 品牌意识/认知brand extensions 品牌扩展brand loyalty 品牌忠诚度brand mark 品牌标志brand name 品牌名称brand positioning 品牌定位brand recognition 品牌识别brand strategies 品牌战略brand 品牌branding strategy 品牌化战略branding 品牌化brand’s equity 品牌的价值break—even analysis 盈亏平衡分析break-even volume 盈亏平衡产量breath of product assortment 产品线的宽度breath or diversity of product lines 产品线的宽度或多样性bribery 贿赂British Airways 英国航空公司brokers 经纪人budgeting 预算bundle 捆绑Bureau of Census 人口统计局business strength rating 商业能力评分business plan 商业计划business position 经营地位business sector 商业部门business services markets 商业服务市场business strategies 经营战略business unit strategy 经营单位战略buyback allowances 回购折让buyback arrangements 产品返销buyers’ bargaining power 买方的讨价还价能力buyers 采购者buying behavior 购买行为buying center 采购中心buying inertia 购买惯性buying intention 购买意图buying offices 连锁商店的进货中心buying power index (BPI）购买力指数buying situation 采购情况/类型buying task 采购任务capital gains 资本收益capital invested in product 产品投入资本Carnival 嘉年华cash cows 现金牛类cash discounts 现金折扣catalogue sales 目录销售categorization of perception 感知分类categorization 分门别类centralization 集中化chameleons/followers 变色龙/跟随者channel alternatives 可选择的营销渠道channel conflicts 渠道冲突channel decisions 渠道决策channel functions 渠道功能channel institutions 渠道组织结构channel management 渠道管理channel objectives 渠道目标channel of distribution 分销渠道channel power 渠道权力channel—control strategies 渠道控制战略channel—design decisions 渠道设计决策channel-management decisions 渠道管理决策channels of communication 传播渠道choice criteria 选择标准closing a sale 结束销售clothing retailers 服装零售商co-branding 联合品牌code of ethics （职业)道德标准coercive power 强制权cognitive dissonance 认识的不协调collection of data 数据收集collection 收款co-marketing alliances 联合营销联盟combination compensation plan 结合式薪酬方案commitment 承诺communication channels 传播渠道communication process 传播过程communication 信息交流/沟通communications media 传播媒体company personnel 公司员工comparative advertisements 比较广告comparison of brands 品牌比较compensation deals 补偿处理compensation plan 酬金方案compensation/rewards 酬金/奖励compensatory 补偿性的competition and industry evolution 竞争和行业演变competition-orientated pricing 竞争导向定价法competitive advantage 竞争优势competitive （supply—side) evolution 竞争（供方）演变competitive factors 竞争因素competitive intelligence 竞争情报/信息competitive parity promotion budgeting 竞争均势促销预算法competitive strategy 竞争战略competitive strength 竞争优势/能力competitor analysis 竞争者分析complaint handling 投诉处理component materials and parts markets 组成材料和零部件市场computerized ordering 计算机化的订购conclusive research 确定性研究conditions of demand 需求情况conflict and resolution strategies 冲突和解决战略conformance to specifications 与规格一致conformance 一致性confrontation strategy 对抗战略conjoint measurement 联合测度法conjunctive model 联合模型consumer decision—making 消费者(购买)决策consumer goods channels 消费品分销渠道Consumer Goods Pricing Act, USA 美国消费品定价法案consumer goods 消费品consumer markets 消费品市场consumer needs 消费者需求consumer packaged-goods firms 消费者包装食品公司consumer promotion 消费者促销consumer tests 消费者测试consumer/household market 消费者/家庭市场consumers' perceptions 消费者感知consumption 消费contests 竞赛contingency planning 权变计划contract construction 契约建筑业contract manufacturing 契约制造业contraction/strategic withdrawal strategy 收缩/战略性撤退战略contractual entry modes 契约式进入模式contractual vertical marketing systems 合约式垂直营销系统contribution margin analysis 边际贡献（贡献毛利）分析contribution margin 边际贡献control strategies 控制战略convenience food stores 便利食品商店convenience goods 便利品convenience 服务的便利性Cool Whip 清凉维普co-operative advertising 合作性广告co—ordination and conflict resolution 协调与冲突解决co-production 合作生产core benefit proposition (CBP) 核心利益方案/提议corollary-data method 推定数据法corporate HQ 公司总部corporate scope 公司（经营)范围corporate strategy 公司战略corporate vertical marketing systems 公司式垂直营销系统corporate/institutional advertising 团体/社会公共机构广告corrective action 矫正行动cost analysis 成本分析cost effectiveness 成本有效性cost leadership strategy 成本领先战略cost of capital 资本成本cost of goods sold （COGS）产品销售成本cost reductions 降低成本产品cost-and-volume relationship 成本—数量关系cost—oriented pricing 成本导向定价法cost—plus/mark—up pricing 成本加成/溢价定价法costs and benefits of marketing functions 营销职能的成本和效益costs of competitors 竞争者成本costs of distribution 分销成本countertrade 对等贸易coupons 优惠券courtesy 礼貌coverage of geographic market 地域性市场的范围coverage of relevant retailers 相关零售商的销售范围credibility 信誉credit terms 信贷条款critical assumptions 关键假设cross—elasticity 交叉弹性customary pricing 习惯性定价法customer analysis 顾客分析customer contact 顾客接触customer demand 顾客需求customer intimacy 顾客亲密度customer loyalty 顾客忠诚度customer need 顾客需要customer organization of sales force 按客户组织销售队伍customer retention 顾客维系/保留customer satisfaction 顾客满意度customer segment pricing 顾客细分市场定价customer service 顾客服务customer—oriented pricing 顾客导向定价法customers' perception 顾客感知customers’ preferences 顾客偏好customers’ price sensitivity 顾客的价格敏感度customizing 定制data collection 数据收集data confidentiality 数据保密data research 数据研究data sources 数据来源dealers 经销商deceptive advertisements 欺骗性广告deciders 决策者declining markets 衰退市场decoding 解码defect rate 缺陷率defender strategy 防御型战略defensive new—product development strategy 防御性新产品开发战略defensive positioning 防御性定位delivery time 交付时间delivery 配送demand characteristics 需求特征demand curve 需求曲线demand-oriented pricing 需求导向定价法demographic environment 人口统计环境department stores 百货商店dependability 可靠性deregulation 放松管制derived demand 衍生需求descriptive research 描述性研究design decisions 设计决策desired percentage mark-up on retail 预期零售利润率desired percentage return 预期回报率determinant attributes 关键属性determinants 决定因素different responses 差别反应differentiated defender strategy 差异化防御战略differentiated marketing 差异化营销differentiation over time 不同时间的差异differentiation strategy 差异化战略differentiation 差异化diffusion of innovation theory 创新扩散理论dimension 因素dimensions of quality 质量维度direct costing profitability analysis 直接成本盈利性分析direct mail 直接邮寄direct marketing via advertising media 通过广告媒体的直接营销direct marketing 直接营销direct product profitability (DPP）直接产品盈利性/利润率direct selling 直销discount rate 贴现率discount stores 折扣商店discount 折扣discount/premium price policies 折扣/溢价策略discriminate analysis 差异分析法discriminatory adjustments 歧视价格调整discriminatory pricing adjustments 歧视定价调整disjunctive model 分离模型display space 陈列空间disposable income 可支配收入dissonance-attribution hierarchy 不和谐-归属层次结构distribution channel designs 分销渠道设计distribution channel objectives 分销渠道的目标distribution channel 分销渠道distribution decisions 分销决策distribution policies 分销策略distribution 分销distributor/store (private labels）brands 分销商/私有品牌distributors 分销商diversification 多元化divest 撤退divest 出让divestment or liquidation 收回投资或清算dividend 红利dogs 瘦狗类domestic target marketing strategies 国内目标市场定位的营销战略dropping products 放弃产品dry cleaning 干洗dual/two channel distribution systems 双重分销系统duplication (媒体)重复DuPont 杜邦公司durability 耐用性early VS late adoption 早期采购与后期采购earnings per share 每股收益economic and technological factors 经济技术因素economic power 经济权economies of scale 规模经济education services 教育服务effectiveness 有效性efficiency 效率emergency goods 急需品emotional appeals 情感诉求empathy 移情作用empirical evidence 经验性实例empowerment 授权encoding 编码end use 最终使用endorsement 赞同engineering （产品）工程设计entrepreneurial strategy 企业家战略entry strategies 进入战略environment and packaging disposal 环境与包装处理environment factors 环境因素environmental scanning 环境扫描/分析environmental strategy 环境战略establishment 机构ethical audit (公司）伦理审计ethics of marketing 营销伦理道德ethnic composition 种族构成European Community 欧共体evaluation and reward systems 评估与奖励体系evaluation and selection of supplier 评估和选择供应商evaluation of alternatives 评估替代品/各种选择evaluation of brands 品牌评估event sponsorship 事件赞助event 活动everyday low-price （EDLP）天天低价evoked set 引发的组合evolution of market 市场演变exchange 交换exclusive dealing 独家销售exclusive distribution 独家分销executive summary 执行摘要exhibition media 展示广告媒体existing market 现有市场exit barriers 退出壁垒expansion path 扩张途径expectation measures （顾客）预期测度expectations of customers 顾客期望expected unit sales 预计产量expected value 期望价值experience curve 经验曲线experimental research 实验性研究expert power 专长权exploratory research 探索性研究export agents 出口代理(商）export jobbers 出口批发商export management company 出口管理公司export merchants 出口贸易商export 出口exporting 出口商品extended use strategy 扩大使用战略extending volume growth 扩大市场份额external data sources 外部数据来源external environment 外部环境extrapolation of past sales trends 过去销售趋势推测法facilitating agencies 辅助/中介机构factor analysis 因素分析法fads 时尚family branding 家族品牌family life cycle 家庭生命周期family structure 家庭结构arm products 农产品fast-moving consumer goods (FMCG) 快速变动的消费品fear appeals 恐惧/顾虑诉求features 特征Federal Department Stores 联邦百货商店Federal Trade Code (FTC）联邦贸易法案FedEx (Federal Express) 联邦快递feedback data 反馈数据field test marketing 实地市场测试financing 融资fisheries 渔业fit and finish 结实度与外观fixed costs 固定成本fixed salary 固定工资flanker strategy 侧翼进攻战略flanker/fighting brand 战斗品牌flanking and encirclement strategies 侧翼进攻与围堵战略flat organizational structure 扁平的组织结构FOB origin pricing FOB产地定价法focus strategy 集中战略followers 追随者Ford 福特公司foreign middlemen 国外中间商forestry 林业formalization 形式/规范化formulate 制定fortress/position—defence strategy 防御堡垒战略Fortune 《财富》杂志forward integration 向前一体化franchise systems 特许系统franchising 特许经营free call numbers 免费电话号码free goods 免费商品freight-absorption pricing 免收运费定价法fringe benefits 小额津贴frontal attack strategy 正面进攻战略full costing profitability analysis 全成本盈利性分析full-service wholesalers 全方位服务的批发商functional competencies and resource allocation 职能能力与资源分配functional efficiency 职能效率functional organization of sales force 按销售职能组织销售队伍functional organizational structure 职能型组织结构functional performance 功能性能functional strategy 职能战略games 比赛gap 差距gatekeepers 信息传递者general behavioral descriptors 一般行为变量General Electric (GE）通用电气General Foods Corporation 通用食品general merchandise discount chains 大众商a品折扣连锁店General Motors 通用汽车geodemographics 区域人口统计特征geographic adjustments 地理调整geographic distribution 地理分布geographical organization of sales force 按地区组织销售队伍global adjustments 全球调整global elite consumer segment 全球精英消费品市场global expansion 全球扩张global marketing control 全球营销控制global markets 全球市场global niche strategy 全球机会战略global standardization strategy 全球标准化战略global teenage segment 全球青少年市场globalization 全球化global—market expansion 全球市场扩张goals 总目标going—rate/competitive parity pricing竞争性平价定价法goods producers 产品制造商Goodyear 固特异轮胎government agencies 政府机构government buyers 政府采购者government market 政府市场government regulation 政府管制greenhouse effect 温室效应grey market 灰色市场gross domestic product （GDP）国内生产总值gross margin 毛利gross national product (GNP）国民生产总值gross profit 毛利gross rating points (GRPs）总级别指数group/category product manager 类别产品经理growing markets 成长市场growth rate of market 市场增长率growth stage of product life cycle 产品生命周期的成长阶段growth—extension strategies 增长扩张战略growth-market strategies for market leaders 市场领导者的市场增长战略growth—market strategy 成长性市场战略growth-market targeting strategy 成长性市场定位战略guarantee/warranty 保证/担保guarantees 保证hard technology 硬技术Harvard Business Review 《哈佛商业评论》harvest 收获harvesting pricing 收获定价法harvesting strategy 收获战略health care 医疗保健health maintenance organizations （HMOs）（美国）卫生保健组织heavy buyer 大客户Heileman Brewing CompanyHeinz 亨氏食品helpfulness 有益性Hertz 赫兹（美国汽车租赁巨头) Hewlett-Packard 惠普公司hierarchy of strategy 战略的层次high margin/low-turnover retailers 高利润/低周转率的零售商high market share global strategy 高市场份额全球战略high—contact service system 高接触服务系统high—involvement product 高参与产品high-involvement purchase 高参与购买hight market share 高市场份额战略Holiday Inns 假日旅馆homogeneous market 同质市场household/family life cycle 家庭生命周期household 家庭hybrid technology 混合技术idea generation 创意的产生/生成ideas for new products 新产品创意/构想idea-screening process 创意筛选过程identification of segments 识别细分市场Illinois Tool Works 伊利诺斯工具厂image pricing 形象定价imitative positioning 模仿定位imitative strategy 模仿战略impact evaluation 影响评估impersonal sources 非个人的信息来源implementation and control of marketing programs 营销计划的执行和控制implementation 实施improvements in or revisions of existing products 现有产品的改良或修正impulse buying 冲动购买impulse goods 冲动购买品incentives 激励income 收入increased penetration strategy 增加渗透战略indirect costing profitability analysis 间接成本盈利性分析individual brand 个别品牌individual value 个人价值industrial goods & services 工业产品和服务industrial goods channels 工业品分销渠道industry attractiveness 行业吸引力industry attractiveness-business position matrix 行业吸引力-业务地位矩阵I ndustry dynamics 产业动态industry evaluation 产业评估industry evolution 产业演变inelastic 缺乏价格弹性influencers 影响者infocommunications industry 信息通信行业infomercials 商业信息广告information age 信息时代information search 信息搜集information technology 信息技术informative 告知性的ingredient 成份in—home personal interview 个人家庭访谈in—house use tests 内部使用测试innovation 创新innovativeness 创新性installation 设施in-store display 店内展示in—store positioning 店内布局in-store promotion 店内促销intangibles 无形integrated marketing communication plan （IMC) 整合营销传播计划integration of perception 感知整合integration 整合Jaquar 美洲豹Jell—O 吉露jobbers 批发商Johnson ＆Johnson 强生joint ventures 合资jury of executive opinion 行政管理人员群体意见法 just noticeable difference (JND) 恰巧注意到的差异just-in—time (JIT）management system 准时制管理体系just—in-time purchasing arrangements 及时采购安排Kao 花王Keiritsu 凯莱通Kellogg 凯洛格公司Kentucky Fried Chicken （KFC）肯德基key account management 主要客户管理key accounts 关键客户key benefits 核心利益key environmental issue identification 确定主要的环境问题key variables 关键变量key/house accounts 关键/机构客户Kmart 凯玛特Kodak 柯达Komatsu 小松公司Kraft 卡芙laboratory tests 实验室测试leapfrog strategy 蛙跳战略learning hierarchy 学习层级结构legal services 法律服务legislation 立法legitimate power 法定权level of compensation 酬金水平level of technical sophistication 技术的复杂程度Levi Strauss 李维·史特劳斯Levi’s 列维斯（全球最大的牛仔服制造商）lexicographic model 词典编纂模型lifestyle 生活方式limited—service wholesalers 有限服务的批发商line extension 产品线扩展line filling 产品线填充line stretching 产品线延伸list price 订价Lloyd’s of London 伦敦劳埃德保险公司localizaiton strategy 本地化战略location pricing 场所定价location 位置lodging 房屋出租logistical alliances 后勤联盟long—term memory 长期记忆lost customer 失去的顾客Louis Vuitton 路易·威登(法国著名时尚品牌）low-contact service system 低接触服务系统low—cost defender 低成本防御型low-cost position 低成本地位low-involvement hierarchy 低参与程度层级结构Lucent Technologies 朗讯科技macro risks 宏观风险macroenvironment 宏观环境macrosegmentation 宏观细分mail-order retailers 邮购零售商maintaining market share 保持市场份额maintenance strategy 保持战略management overhead 管理费mandatory adaptation 强制性适应manufacturer brand 制造商/全国性品牌manufacturers' agents/representatives 生产商的代理商/销售代表manufacturers’export agents (MEA）制造商出口代理manufacturers' sales offices/branches 生产商的销售办事处/分支机构manufacturing process 制造过程manufacturing 制造业market aggregation strategy 整体市场战略market attractiveness factors 市场吸引力因素market attractiveness 市场吸引力market attractiveness/business position matrix市场吸引力/业务地位矩阵market circumstances 市场环境market demorgraphics 市场人口分布/统计特征market dimension 市场量度market entry strategies 市场进入战略market exclusion 市场排斥market expansionstrategy 市场扩张战略market factors 市场因素market followers 市场跟随者market growth rate 市场增长率market hirarchy 市场等级market inclusion 市场纳入market leaders 市场领导者market measurement 市场测量market opportunity analysis 市场机会分析market oriented 以市场为导向的market position factors 市场地位因素market positioning analysis 市场定位分析market potential measurements 市场潜力测度market research 市场研究market segment 细分市场market segmentation 市场细分market share 市场份额market targeting 目标市场选择market 市场marketability 市场开拓能力market—entry strategies 市场进入战略marketing action plan 营销行动计划marketing audit 营销审计marketing channel 营销渠道marketing codes of conduct 营销行为规范marketing communication 营销沟通/传播marketing concept 营销观念marketing control 营销控制marketing decision support systems （MDSS）营销决策支持系统marketing environment audit 营销环境审计marketing flows and functions 营销过程和职能marketing function area audit 营销功能领域的审计marketing implications of 对营销的影响marketing information system 营销信息系统marketing institutions 营销机构marketing management 营销管理marketing message 营销信息marketing mix 营销组合marketing policy 营销策略marketing productivity area audit 营销生产力领域的审计marketing program components 营销计划内容marketing program 营销计划/方案marketing relationship 营销关系marketing research 营销研究marketing strategy 营销战略market-management organizational structure 市场管理组织结构mark-up price 产品/溢价价格Marlboro 万宝路Marriott Hotel 万豪酒店mass-market penetration strategy 大规模市场渗透战略mass-market strategy 大市场战略matrix organizational structure 矩阵组织结构Matsu*＊＊*a 日本松下电子mature conformists 成熟的随大流者mature markets 成熟市场mature stage of product life cycle 产品生命周期的成熟阶段McDonald’s 麦当劳McDonnell Douglas 麦道公司MCI电讯公司（前世界通信公司）MDSS （Marketing—Decision Support System) 市场决策支持系统measurability 可测度性measure or index 测量指标measurement criteria 计量标准media audiences 媒体受众medical and health services 医疗卫生服务Medico Containment Servicesmemory of consumers 消费者记忆Mercedes-Benz 梅赛德斯-奔驰Mercer Management Consulting 美国美智管理顾问公司merchandising 推销merchant middlemen 国内贸易中间商merchant wholesalers 商业批发商message structure 信息结构Michael Porter 迈克尔—波特micro risks 微观风险microsegmentatioin 微观细分Miller Tyding ACT, USA 米勒·泰丁法案minging 矿业Minnesota Mining and Manufacturing Company （3M)明尼苏达矿业和制造公司Minolta 美能达miscellaneous sources 多方面来源mission 宗旨missionary selling 推销式销售Mitsubishi Heavy Industries 三菱重工modified rebuy 调整再购monosegment positioning 单一细分市场定位Monsanto 孟山都农业生物技术公司moral appeals 伦理/道德诉求morals 道德Motorola 摩托罗拉multichannel distribution 多渠道分销multidimensional scaling 多维等级法multilevel selling 多级销售multinational coporations (MNCs）跨国公司multiple test markets 多测试市场multiple—brand strategy 多品牌战略multiple—factor index 多因素指数法multisegment positioning 多重细分市场定位mutual trust 相互信任Nabisco Biscuit 纳贝斯克饼干公司national account management 全国性客户管理national market 国内市场National Semiconductor 美国国家半导体公司natural products 天然产品NEC 日本电子net sales 净销售额network computer （NC) 网络计算机new business selling 新业务销售new buy 购入新产品new entrants 新进入者new markets 新市场new materials 新材料New Prod screening model 新普罗德筛选模型new product lines 新产品线new products 新产品new-product development 新产品开发new-product ideas 新产品创意Newsweek 《新闻周刊》new-task buying 全新采购new-to—the-world products 世界性新产品niche penetration strategy 壁龛/机会市场渗透战略niche-market strategy 壁龛市场战略Nike 耐克Nissan 尼桑no—brand brand name 无品牌的品牌名称no—frills product 无虚饰产品noise in communication system 传播系统中的噪音non—financial rewards 非物质性奖励措施non-probability sampling 非概率抽样non-profit organization 非盈利组织non—store retailing 无店铺零售业number of stockouts 迟滞数目object-and-task method of promotion budgeting 目标—任务促销预算法objectives and strategy area audit 目标与战略领域的审计objectives 具体目标observation 观察法occupancy costs 房屋占用成本occupation/position 职业/职位odd pricing 奇/余数定价法OEM (original equipment manufacturer）原始设备制造商oeverall quality 总体质量off-invoice discounts 发票之外的折扣offsets 抵消交易Omega 欧米加on-air testing 广播测试OPEC （Organization of Petroleum Exporting Countries)欧佩克（石油输出国组织）opening relationships 建立关系operating supplies 生产供应品operational excellence运作管理水平opinion leaders 意见领导者opportunity cost 机会成本order cycle time 订货周期order processing 订单处理organisational level 组织层次organizaitonal requirement planning 组织需求计划organization area audit组织领域的审计organization buying center 组织采购中心organizational customer 组织顾客organizational direct selling 组织直销organizational markets组织市场organizational purchasing 组织采购organzational structure 组织结构outdoor enthusiasts 户外运动爱好者out—of—home media户外广告媒体overall cost leadership全面成本领先overheads 日常开支overseas direct investment 海外直接投资ownership of new product 新产品所有权parties involved 交换中的各方payment terms 支付条款pay—off control 支出控制penetration pricing 渗透定价Pepsi—Cola 百事可乐perceived customer value 顾客感知价值perceived quality 感知到的质量perceived value 感知到的价值percentage of sales promotion budgeting method销售额百分比促销预算法perceptions of consumers 消费者感知/理解perceptual (product）pisitioning 感知（产品）定位perceptual map 感知图perceptual organization 感知组织perceptual vigilance 感性的警惕performance dimension 业绩标准performance evaluation 业绩评估performance measures表现/业绩测度performance objective绩效目标performance standards 绩效标准performance 功能perishability 非持久性personal selling 人员推销personal sources 个人的信息来源personnel development 人力资源开发persuasive 说服性的pharmaceuticals industry 医药行业physical (product) positioning 物理（产品）定位physical descriptors 物理变量physical distribution 实物分销Pillsbury 皮尔斯博瑞pioneers 先入者Pizza Hut 必胜客place utility 地点效用planning and control system area audit 计划与控制系统领域的审计point of sale information 销售点信息portfolio models for resource allocation 资源配置的资产组合模式position intensity 地位集中程度positioning 定位possession utility 拥有效用post—purchase dissonance 购买后的不协调post—purchase evaluation 购买后评估post—purchase/after-sale service 售后服务potential advantages 潜在优势potential customer 潜在顾客potential market 潜在市场potential target market潜在目标市场power in distribution 分销权力power of buyers 购买者能力power of suppliers 供应商能力predatory pricing 掠夺性定价法pre-empting scarce resources 先占稀缺资源preferential treatment 特惠待遇premiums 额外奖励present competitors 现有的竞争者presenting sales message 提供销售信息price elasticity of demand 需求的价格弹性price fixing 价格设定price leaders 价格领导者price lining 价格排列定价法price promotion 价格促销price quotation 报价price sensitivity 价格敏感度price structure 价格结构price 价格price/earnings ration 价格/收益比price-off promotions 降价促销price-setting process 定价过程pricing adjustments 定价调整pricing policies 价格策略pricing 定价primary demand 基本需求primary sources 第一类/主要数据print media 印刷媒体private/for—profit organization 私营/盈利性组织PRIZM （Potential Rating Index for Zip Markets）按邮政区划为基础的潜力等级指数proactive new—product development strategy 进取型新产品开发战略probability sampling 概率抽样problem formulation 界定问题problem identificatioin 确定问题process management 过程管理Procter & Gamble （P&G）宝洁公司product line 产品线product availability 产品的可获得性product category 产品类别product class 产品类别product decisions 产品决策product design 产品设计product development 产品开发product dimension or attributes 产品维度/属性product evolution 产品演变product features 产品特征product intent share 产品倾向份额product leadership 产品领导能力product life cycle （PLC) 产品生命周期product life cycle curve 产品生命周期曲线product line 产品线product manager audit 产品经理审计product offering 供应品product organizaiton of salesforce 按产品组织销售队伍product policies 产品策略product positioning 产品定位product quality 产品质量product scope 产品范围product space 产品位置product specifications 产品规格product systems 产品体系product type 产品类型product usage 产品用途product（ion)-oriented organization 产品/生产导向型组织production 生产product—line pricing adjustments 产品线定价调整product—management organizational structure 产品管理组织结构product-market entry control 产品－市场进入控制product-related behavioral descriptors 与产品相关的行为变量product's market characteristics 产品的市场特征product-use testing 产品使用测试pro—environment 环保profit impact of market strategy (PIMS) 市场战略的利润影响profitability analysis 盈利性分析profitability 盈利性/盈利能力profitable survivor strategy 有利可图的生存者战略project—company resource compatibility 项目与公司资源的协调性projected profit—and-loss statement 预计损益表projective tests 投影测试Promotion decisions 促销决策promotion mix 促销组合promotion policies 促销策略promotion 促销promotional allowance 促销折让promotional effort 促销努力promotional pricing 促销定价promptness 及时性propector strategy 探索型战略prospecting for customers 寻找顾客psychographics 心理统计特征psychological cost 心理成本psychological pricing 心理定价法public organization 公共组织public relations 公共关系public utilities 公共设施publicity 公共宣传pull strategy for control of distribution channels分销渠道控制的拉式战略pupil dilation 瞳孔扩张purchase predisposition 购买倾向purchasing agent 采购代理purchasing contract 采购合同purchasing manager/agent 采购经理／代理purchasing power perity （PPP）购买力平价指数push money/spiffs 佣金push stragtegy for control of distribution channels 分销渠道控制的推式战略qualifying prospects 审查潜在顾客资格quality dimensions 质量维度quality 质量quantity discount 数量折扣question marks 问题类questioning 询问法quotas 定额raw materials 原材料。

分销策略.

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（二）确定营销渠道模式
确定渠道模式，即决策渠道的长度。渠道长度决策的关键点是选择适合企业
自特点的渠道类型，权衡利弊得失，使营销渠道产生最理想的销售效益。
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短渠道与长渠道
800x600 90k jpg
...
生产商生产商
直接渠道模式零售商
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课堂思考2
请你为以下产品设计分销渠道化妆品报纸、刊物机床
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（四）确定渠道成员的条件和义务
即制定“贸易关系组合”协议，协议主要涉及价格政策、销售条件、地区权利以及每一方为对方提供的服务及应尽的责任义务。
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短渠道模式
顾客顾客
生产商
代理商
批发商
长渠道模式
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零售商
顾客
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（三）确定中间商的数目
宽渠道与窄渠道分销渠道的宽度是指渠道的每个层次使
用同种类型中间商数目的多少。
密集分销（Intensive distribution）选择分销（Selective distribution）独家分销（Exclusive distribution）
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第二节中间商
一、中间商的含义二、批发商三、零售商
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一、中间商的含义
中间商是指处于生产者和消费者之间，参与产品交易活动，促进买卖行为发生和实现的具有法人资格的经济组织或个人。
分类流通过程中所起的作用:批发商和零售商是否拥有商品所有权:经销商和代理商

06a-DistributionStrategy分销与物流战略

Distribution Strategies
8
C. Company Portfolio Considerations

Maturity of product portfolio often dictates support needed from the channel and therefore is a core driver of channel strategy. For example, launching newer products that require significant end user education without the active support of trusted channels with longterm customer relationships can be very difficult.
Distribution Strategies
15
2. Warehouse Management Systems

Evolution of WMS

Initially a system to control movement and storage of materials within a warehouse Role of WMS has expanded to including light manufacturing, transportation management, order management, and complete accounting systems.
1. 2. 3. 4.
Customer Considerations Channel Considerations Company Portfolio Considerations Company Operations Considerations

分销渠道策略

分销渠道策略分销渠道策略（Distribution Strategy），主要指企业如何选择产品从制造商顺利转移到客户的最佳途径。

分销渠道策略包括区域分布、中间商选择、营业场所、网点设置、运输储存及配送中心、服务标准等因素的组合运用。

区域分布调查显示，华东地区成为中国笔记本市场关注度最高的区域，占据23.7%的关注比例。

华北与华南市场分别占有29.6%与17.8%的市场份额。

可以看出，华东、华北与华南三个区域的占据整个中国笔记本电脑市场60%以上的份额，华东地区在中国笔记本电脑市场上的主力地位凸显。

华中、东北地区笔记本的关注度也在10个百分点以上，西南与西北地区笔记本的关注度较低，分别为8.4%、7.2%。

通过调查，ZDC认为：华东、华北和华南由于经济与消费水平较其他地区要高，因此成为各大厂商争相发展的地区，在这两个区域取得优势是赢得整体市场领先地位的保证。

中间商不同的中间商在执行分销任务时，其从事沟通、谈判、储存、交际和信用等方面的能力不同，各自具有一定的优势和劣势，设计分销渠道时应充分考虑不同中间商的特性。

比如我们调查的苏宁电器就是这次笔记本电脑的中间商。

营业场所笔记本电脑的营业场所一般是专卖店及各大电器商场，比如我们调查的苏宁电器，但是近几年，随着电子商务的发展，很多笔记本电脑也在网络上销售，如淘宝，京东等等。

服务标准笔记本电脑作为精密的高科技产品，随身携带的性质以及高昂的价格这些特点决定了保修服务的重要性。

厂商对笔记本电脑的各个部件提供的质保期是不一样的，我们以联想为例，整机免费保修一年，主要部件免费保修两年，主板部件免费保修三年。

超过保修期后，联想将按照《联想有偿服务收费标准》提供有偿维修服务。

分销策略的概念

分销策略的概念
分销策略是指企业为推广和销售自身产品或服务而制定的一系列计划和方法。

这些策略旨在将产品或服务传递给最终用户，并实现销售目标。

分销策略通常包括以下几个方面：
1. 渠道选择：企业需要选择合适的分销渠道，如直销、零售店、电商平台等，以便将产品或服务传递给目标用户。

2. 生产与分销协调：企业需要确保生产和分销之间的协调一致，以满足市场需求，避免库存积压或品牌形象受损。

3. 定价策略：企业需要确定合理的定价策略，考虑成本、竞争对手定价和市场需求等因素，以提高产品或服务的市场竞争力。

4. 促销活动：企业可以通过促销活动，如广告、促销礼品、折扣等手段，吸引客户注意和购买欲望，提高销售额。

5. 渠道支持：企业需要为分销渠道提供必要的支持，如培训、推广材料、售后服务等，以帮助分销商更好地销售产品或服务。

6. 渠道管理：企业需要对分销渠道进行有效的管理和监控，确保分销商与企业
的利益一致，同时提高渠道效率和销售业绩。

分销策略的制定需要经过市场调研、竞争分析、目标市场确定等步骤，以确保策略的针对性和有效性。

同时，策略的执行也需要不断调整和改进，以适应市场变化和客户需求的变化。