brick是什么意思市场营销专业英语5

2021年1月19日发(作者：ft是什么意思)
Part 1 terms
1. value network:
价值网络

Value network is
a system of partnerships and
alliances that a firm creates to
source, augment, and deliver its offering.
2 marketing channels:
营销渠道（
distribution channel:
分销渠道）

marketing
channels

(also
called
trade
or
distribution
channels),
sets
of
interdependent
（相互联系）

organizations involved in the
process of making a product or service available for use or consumption.
它是产品或者服务在投入使用或者消费的过程中涉及到的一系列相互联系得组织。

3. channel level:
渠道层次
direct selling:
直接销售

A zero-level channel
(also called a direct-marketing channel) consists of a
manufacture
selling
directly
to
the
final
customer
through
Internet
selling,
door-to-door
sales,
home
parties,
mail
order,
telemarketing,
TV
selling,
and
other
methods.
零级渠道也成为直接营销渠道是指 生产商通过互联网销售、
上门推销、
家庭聚会、
邮寄、
电话销售、电视直销和 其他方式直接将产品销售给消费者

A one-level channel contains one selling intermediaries, such as a retailer.
一级渠道包括一个销售中介。如零售商。

A two- level channel contains two intermediaries;
二级渠道包含两个中介机构，

a three-level channel contains three intermediaries.
三级渠道包括三个中介机
构。

versus pull strategy:
推拉策略

In
a
push
strategy
,
the
manufacture
uses
its
sales
force
and
trade
promotion
to
induce
intermediaries to carry, and sell the product.
在推式战略中，生产商利用销售人员和贸易推广，
诱使中间商承接、推广和销售产品。

In a
pull strategy
, the manufacture uses advertising and promotion to induce consumers to
ask intermediaries for the product.

在拉式战略中，生产商利用广告和促销，诱使顾客向中间
商去买产品。

5. intensity of distribution:
分销密度

exclusive

distribution:
独家分销
：
Exclusive
distribution
means
severely limiting the number of intermediaries
。独家分销是指严格地限制中间商的数
量

selective
distribution:
选择性分销
：
Selective
distribution
involves
the
use
of
more than a few but less than all of the intermediaries who are willing to carry
a particular product.
选择型分销是指在同一目标市场上，
选择某些中间 商而不是所有合作意图的中间商销售企业
产品。


intensive distribution:
密集性分销
：
Intensive distribution consists of the
manufacturer placing the goods or services in as many outlets as possible.
密集型分销指生产商同时选择尽可能多的中间商销售自己的产品或服务。

6.
VMS
：
vertical
道领导人

A
VMS
comprises
the
producer,
wholesaler(s),
and
retailers
acting
as
a
unified
system.
由生产者、批发商和零售商组成的统一系统。

A conventional

marketing system
垂直营销系统

Channel captain:
渠

marketing channel comprises an independent
producer, wholesaler, and retailer.
由一个独立的生产者、批发商和零售商组成。

Horizontal

marketing system:
水平营销系统

Two
or
more
unrelated
companies
pool
resources
or
programs
to
exploit
a
particular opportunity.
两个或两个以上的不相关的公司将资源和项 目整合起来以开拓可
能的市场机会。

Multichannel marketing system:
多渠道营销系统

Multichannel marketing system occurs when a single firms uses two or more
marketing channels to reach one or more customer segments.
多渠道营销是指一个公司利用两个或多个营销渠道到达较多的顾客细分市场。


l conflict:
渠道冲突
8. channel control:
渠道控制

9.
exclusive

dealing:
独占性交易（专营）

The
seller
allows
only
certain
outlets
to
carry
its
products
and
requires
that
these dealers not handle competitors
’
products.
专营是指卖方只允许特定的分销商 销售自己的产品，
并且要求这些分销商不得销售竞争
者的产品。

tying agreements(contract):
搭销合同，连锁契约