经贸英语阅读unit7

Place(Distribution) Strategy

channels of distribution

marketing intermediaries middle

man producer consumer or user

...........

Marketing Intermediarie

s •Wholesalers

1.full-service wholesalers

2.limited-service wholesalers •retailers

full-service

wholesalers

⏹offer the widest variety of services to the customers (maintaining inventories,gathering and interpreting market information,extending credit,etc.)

limited-service

wholesalers

⏹offer a narrow range of services

⏹often specialize

Retailers

⏹retailers vary in size from small shops to large stores ⏹categorized according to their operational structure

⏹partnerships and proprietorship（ownership)

Promotion Strategy

⏹increase sales&manage sales

⏹shape the image of a business

⏹requires careful planning

1.push promotion strategy appropriate for low-volume high-value items

2.pull promotion strategy appropriate for high-volume low-value items