市场营销第十二章中英双语知识点总结.docx
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1、SY第十二章临时抵押Value delivery network价值传递网络A network composed of the company, suppliers, distributors, and, ultimately, customers who partner with each other to improve the performance of the entire system in delivering customer value.由公司组成的网络。供应商、分销商,以及最终相互合作的客户,以提高整个系统在交付客 户价值方面的性能。Marketing channel (o
2、r distribution channel)营销渠道(或分销渠道)A set of interdependent organizations that help make a product or service available for use or consumption by the consumer or business user.一组相互依靠的组织,关心使产品或服务可供消费者或业务用户使用或消费。Channel level信道级A layer of intermediaries that performs some work in bringing the product an
3、d its ownership closer to the final buyer.使产品及其全部权更接近最终购买者的中介层。Direct marketing channel直销渠道A marketing channel that has no intermediary levels.没有中间层的营销渠道。Indirect marketing channel间接营销渠道A marketing channel containing one or more intermediary levels.包含一个或多个中间层的营销渠道。Channel conflict渠道冲突Disagreements a
4、mong marketing channel members on goals, roles, and rewards-who should do what and for What rewards.营销渠道成员在目标、角色和嘉奖上的分歧一一谁应当做什么以及为什么嘉奖。Conventional distribution channel传统分销渠道A channel consisting of one or more independent producers, wholesalers and retailers, each a separate business seeking to maxi
5、mize its own profits perhaps even at the expense of profits for the system as a whole.一种由一个或多个独立的生产商、批发商和零售商组成的渠道,每个独立企业寻求自身利润 最大化,甚至可能以牺牲整个系统的利润为代价。Vertical marketing system(VMS)垂直营销系统A channel structure in which producers wholesalers, and retailers act as a unified system. One channel member owns
6、the others, has contracts with them,or has so much power that they all cooperate.生产商批发商和零售商作为一个统一系统的渠道结构。一个渠道成员拥有其他渠道成员,与 他们签订合同,或者拥有如此多的权力,以至于他们都合作。Corporate VMS垂直营销系统A vertical marketing system that combines successive stages of production and distribution under single ownership-channel leadership
7、 is established through common ownership.在单一全部制-渠道领导下,通过共同全部制,建立了一个将连续生产阶段和分销阶段相结 合的垂直营销体系。Contractual VMS合同虚拟机A vertical marketing system in which independent firms at different levels of production and distribution join together through contracts.一种垂直营销系统,其中不同生产和销售水平的独立公司联合在一起通过合同。Franchise organi
8、zation特约经营系统A contractual vertical marketing system in which a channel member; called a franchisor, links several stages in the production-distribution process.一种契约式垂直营销系统,其中被称为特许人的渠道成员将生产-销售过程中的几个阶段联 系起来。Administered VMS管理垂直营销系统A vertical marketing system that coordinates successive stages of produ
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