市場營銷學(xué)外文翻譯3

1、<p>　　Marketing </p><p>　　(From: Sun Kun of Accounting English, 2008.)</p><p>　　Marketing is a group of interrelated activities designed to identify consumer needs and to develop,distribut

2、e,promote,and price goods and services to satisfy these needs at a profit.Whether an organization is large or small,whether it produces a product or provides a service,its long-range future is linked to successful markti

3、ng practices.</p><p>　　The old saying "Build a better mousetrap and the world will beat a path to your door"is not true. "They" must need the product,know about it,be able to get it when

4、and where they want it,and be able to afford it.Marketing provides the means to make the organization successful in the long run.</p><p>　　1.The Marketing Concept</p><p>　　Marketing was unheard

5、of in the early 1900s. This period can best be described as one where far more people needed consumer goods than companies were able to manufacture.This intense demand on manufacturing led to organizations dominated by p

6、roduction management. Companies had a production orientation: where the number one priority is to produce a good to keep up with demand. All energies and talents were laced in the production function. Selling a good was

7、incidental; determining consumer needs</p><p>　　As manufacturers increased their production capabilities,the supply of goods available increased and inventories of goods developed. An emphasis on selling occ

8、urred. This need to sell led to a sales-dominated company-a sales orientation,whereby the energy of the company is focused on selling the products produced. The salespersio's job:(1)to make the desires of the consume

9、rs "fit"the products the company manufactures and (2)to convince the consumer to buy. The company's goal:to"send the out full</p><p>　　As more producers began competing for consumer dollar

10、s by making such high-demand products as automobiles,vacuum cleaners,and refrigerators,the supply of goods began to exceed the demand. Companies had to find a way to identify consumer demand. </p><p>　　Compa

11、ny profits.</p><p>　　Companies that are marketing oriented have adopted a philosophy for the firm known as the marketing concept.The marketing concept is a belief that the company should adopt a companywide

12、consumer orientation directed at long-range profitability.It includes the belied that all efforts of the organization should be directed at identifying and satisfying</p><p>　　Production Orientation</p>

13、;<p>　　Companies were essentially production-oriented from the latter part of the nineteenth century to about 1920. Emphasis was placed on filling the demand for basic commodities. The typical family had little di

14、scretionary income and there was little demand for products not associated with filling those basic family requirements.Demand was usually supplied by the producer's perception of what consumers needed. Product desig

15、n and product line decisions were heavily influenced by manufacturing consider</p><p>　　Sales Orientation</p><p>　　The period of sales orientation covered roughly the years from 1920 to 1950.Wit

16、h the exception of the years of the Grat Depression ,this period was characterized by gradually rising discretionary income,emerging demand for products,increasing competition,and the expansion of distribution channels.&

17、lt;/p><p>　　Although product decisions continued to be dominated by what the manufacturing department wanted to make ,the role of sales became increasingly important. With the production department capable of t

18、uning out increasing quantities of goods through mass production techniques,company success began to turn on the ability of the sales force to move inventories.</p><p>　　Market Orientation</p><p&g

19、t;　　Covering the years from about 1950 to 1970 ,this period was characterized by a continuing shift in business emphasis to understanding and reacting to changing markets.The dramatic rise in consumer discretionary incom

20、e following World War II created demand for new products and services. The mobility provided by mass ownership of automobiles encouraged the development of suburbs, new shopping patterns, and changes in distribution meth

21、ods. Markets became more segmented and more complex. Product lif</p><p>　　With these conditions,production people no longer were in a position to determine accurately what would sell. Selling skills were no

22、longer sufficient to overcome the problems created when products were not attuned to a more discriminant market demand. In order to provide a better fit between market demand and company offerings-and in order to provide

23、 for better coordination of marketing activities-companies reorganized and assigned increased responsibilities to the marketing department.</p><p>　　Marketing took on the role of analyzing markets and interp

24、reting the needs, and manufacturing departments. More sophisticated aproaches were developed to fulfill the traditional marketing roles of product promotion and the management of distribution channels. The role of market

25、ing in pricing increased.And finally, the marketing department became the focal point for the development of corporate strategies needed to adjust to market change.</p><p>　　Societal Orientation </p>

26、<p>　　When managements adopted the marketing concept, they could not foresee the environmental problems or the changes in society's values that would raise questions about the market orientation philosophy. In t

27、erms of what we now know about pollution, the finiteness of raw materials, and the apparent inability of our economic system to eliminate poverty, some people question whether what is good for the individual consumer is

28、always good for society.Increasingly, national policy-and, in turn, busines</p><p>　　Marketing policies attuned to serving the market as the market wants to be served continue to represent modern company pol

29、icy. But we are also seeing market-oriented decisions modified by societal concerns, as a result both of law and of responsible management policies.</p><p>　　2.Channels of distribution</p><p>　　

30、Efficient production methods, coupled with skilful marketing ,may have ensured that we can produce goods or services cheaply and that there is a market for them. There remains the vitally important question of how we act

31、ually get our goods and services to the customer.</p><p>　　Direct sales to Customers </p><p>　　This ,of course, is the oldest form of distribution and in many trades it remains the most importan

32、t. However, it can be a very awkward one in some businesses such as manufacturing. Customers especially private buyers, are unlikely to go to a factory to buy what they want, and manufacturing firms , at least one compan

33、y seeking to sell its chains of petrol filling stations in the mid 1980s.There are other trades where producers sell directly to customers. In some cases this is because producers f</p><p>　　Organized Market

34、s </p><p>　　After direct selling ,markets represent the oldest form of trade from producer to consumer. Here we have in mind not the ratail mardets found in many towns on "market days" but the mark

35、ets where producers and traders, especially the traders in commodities make their deals . These markets , located in many of the world's major trading centers , including London where most of the main British commodi

36、ty exchanges are found ,bring together producers and traders who wish to buy in bulk for onward Dis</p><p>　　By commodities we mean goods such as tin, copper , zinc and other metals or bulk foodstuffs like t

37、ea, coffee, wheat and cocoa. What distinguishes commodities is that they tend to be sold on the basis of objective descriptions , such as " Brazilian coffee" or "Sri Lankan tea", rather than according

38、 to some brand name, though, of course, the experienced buyer will be able to distinguish high and low quality goods according to their source or to a wholesaler.</p><p>　　Wholesaling</p><p>　　T

39、he markets we have just outlined are wholesale markets . Wholesaling involves purchasing goods in large quantities from the producer or importer and selling in smaller quantities to the retailer, or sometimes, to another

40、 wholesaler or dealer. A service is provided as the producer prefers to deal with large orders and the retailer in smaller purchases. There are ,however, other services provided by wholesaling besides this 'breaking

41、bulk.</p><p>　　Conventional wholesaling has declined in importance in recent decades. The functions of wholesaling still have to be undertaken but are now often less important than in the past and where they

42、 remain essential are often carried out by manufacturers, or, more noticeably, by retailers. The growth of large chains in retailing has often been made possible by the incorporation of wholesaling and retailing within t

43、he one organization.Develoments in production methods, in transport and communications h</p><p><b>　　Agents </b></p><p>　　Agents may offer an alternative to wholesalers. An agent act

44、s on behalf of another, the principal. The role of the agent in distribution is to take over the work of distribution from the manufacturer. In some ways agents may act much like a wholesaler; in other ways they may act

45、like a retailer and sell to the final customer. Agents can be particularly important in servicing foreign markets where they have special local knowledge.</p><p>　　Franchising</p><p>　　This is a

46、 growing form of distribution. A franchise gives the sole right to serve a locality with a particular good or service. Agents often hold sole franchises.</p><p>　　The modern trend in franchising is for produ

47、cers carefully to develop and market the product, including the organization of advertising,and then to leave the retail stage to a franchised independent firm. The franchise holder normally has to pay for the franchise.

48、 In return they receive a wide range of services from the producer. The shop will be laid out according to a distinctive pattern. Special equipment will be provided,training given and exclusive supplies of materials prov

49、ided.</p><p>　　Franchising has been particularly important in some service trades such as fast foods. Its supporters claim that it combines the individual'entrepreneurship' of the independent franchi

50、se holder with the economies of large scale production, advertising and so on. It also provides a role for small firms and personal initiative in an economy which often seems to be dominated by large organizations . The

51、system's critics claim that large producers favor it as it gives them retail outlets and retail </p><p>　　The marketing Mix</p><p>　　As with all business decisions, there is no one right for

52、m of distribution and no one right approach to marketing a firm's products. Indeed a single firm may choose different ways of marketing different products. Marketing and distribution managers must choose a combinatio

53、n of different strategies in response to an environment in which a number of forces, many of them beyond their control, are at work. The chosen marketing mix (or market mix) of price, distribution channel, advertising an

54、d produ</p><p><b>　　市場營銷</b></p><p>　　市場營銷是一組相互關(guān)聯(lián)的活動，用于確定消費(fèi)者的需求并對商品和服務(wù)進(jìn)行開發(fā)、分銷、促銷和給產(chǎn)品和服務(wù)定價(jià)，從而在贏利的前提下滿足這些需求。不論一個(gè)企業(yè)是大還是小，也不論它是生產(chǎn)產(chǎn)品還是提供服務(wù)，它的長遠(yuǎn)的未來是與成功的市場營銷操作密切相關(guān)的。</p><p>　　常

55、言道，“酒香不怕巷子深”，這種說法并不正確。顧客必須對這個(gè)產(chǎn)品有需求，有了解，并在需要它的時(shí)間和地點(diǎn)能得到它，還得有支付能力。市場營銷正是提供了一個(gè)使企業(yè)最終獲得成功的途徑。</p><p><b>　　1.市場營銷的概念</b></p><p>　　在20世紀(jì)初市場營銷還不為人知。人們把這個(gè)時(shí)期描述成一個(gè)對消費(fèi)品的需求過大于公司生產(chǎn)能力的時(shí)期。這種對生產(chǎn)的強(qiáng)烈需求導(dǎo)

56、致了企業(yè)被生產(chǎn)管理所主宰。“生產(chǎn)導(dǎo)向”成為公司的目標(biāo)：即，首要任務(wù)是生產(chǎn)產(chǎn)品滿足需求。所有的能量與智慧全用于生產(chǎn)職能上。銷售產(chǎn)品則是無足輕重的；確定消費(fèi)者的需要的做法更是聞所未聞。</p><p>　　隨著越來越多的生產(chǎn)者開始通過制造一些熱銷的產(chǎn)品，像轎車、吸塵器和電冰箱等來相互競爭從而賺取消費(fèi)者兜里的美元，這些商品已經(jīng)開始供大于求。各公司不得不去尋找一個(gè)確定消費(fèi)者需求的途徑。于是各企業(yè)開始轉(zhuǎn)向“市場營銷導(dǎo)向”。

57、市場營銷導(dǎo)向強(qiáng)調(diào)先明確一個(gè)特定的消費(fèi)群體的需求，然后再生產(chǎn)、促銷、定價(jià)并分銷產(chǎn)品，從而滿足這些需求并為公司賺取利潤。</p><p>　　這些以市場營銷為導(dǎo)向的公司采用了一種被稱之為“市場營銷觀”的哲學(xué)。這種“市場營銷觀”相信應(yīng)該在全公司范圍內(nèi)采取一種以消費(fèi)者為導(dǎo)向的意識，旨在獲得長期利潤。它包括相信整個(gè)企業(yè)的努力都是為了確定并滿足消費(fèi)者的需要，以求贏利。</p><p><b>

58、;　　生產(chǎn)導(dǎo)向</b></p><p>　　從19世紀(jì)下半葉到大約20世紀(jì)20年代，企業(yè)基本上是以生產(chǎn)為導(dǎo)向的。人們強(qiáng)調(diào)滿足顧客基本商品的需要。一般家庭沒有多少可自由支配的收入，而且它們對那些與滿足基本需要無關(guān)的產(chǎn)品需求很小。生產(chǎn)者通過根據(jù)直覺判斷消費(fèi)者所需來提供產(chǎn)品滿足需要。產(chǎn)品的設(shè)計(jì)和生產(chǎn)線上的決策主要從生產(chǎn)的角度來考慮。管理層的注意力主要放在如何改進(jìn)生產(chǎn)方法、提高產(chǎn)量、降低成本上。</p&

59、gt;<p><b>　　銷售導(dǎo)向</b></p><p>　　以銷售為導(dǎo)向的時(shí)期大致是從1920到1950，大蕭條時(shí)期的那幾年除外。這個(gè)時(shí)期的特點(diǎn)是，人們可自由支配的收入逐漸增加，出現(xiàn)了對不同產(chǎn)品的需求，競爭加劇，而且流通渠道也擴(kuò)大了。雖然生產(chǎn)決定仍由生產(chǎn)部門的意愿操縱，但銷售的角色愈發(fā)重要了。由于生產(chǎn)部門能夠通過大規(guī)模生產(chǎn)技術(shù)生產(chǎn)出越來越多的商品，公司的成功開始取決于銷售隊(duì)

60、伍推銷貨物的能力。</p><p><b>　　市場導(dǎo)向</b></p><p>　　從1950到1970，這個(gè)時(shí)期的顯著特點(diǎn)是商業(yè)的重點(diǎn)不斷地轉(zhuǎn)向去理解和回應(yīng)變化中的市場。二戰(zhàn)后的消費(fèi)者可自由支配的收入大幅度增長，這使得人們對新產(chǎn)品的新服務(wù)產(chǎn)生了需求。汽車的大量占有所帶來的流動性刺激了郊區(qū)的發(fā)展，新型購物模式的出現(xiàn)及分銷方法的變化。市場的劃分越來越細(xì)，越來越復(fù)雜。產(chǎn)

61、品的生命周期也縮短了。</p><p>　　在這些條件下，生產(chǎn)者們不再處于決定到底去銷售什么的位置。當(dāng)產(chǎn)品無法適應(yīng)一個(gè)更加參差的市場需要時(shí)，僅靠銷售技巧已無法去解決問題了。為了在市場需求和公司供給之間找到一個(gè)更合適的平衡點(diǎn)，也為了能使市場營銷活動更好的協(xié)調(diào)，公司對組織進(jìn)行重新劃分并賦予市場營銷部門以更大的職責(zé)。</p><p>　　市場營銷的角色就是分析市場并解釋市場的需要以及這些市場的特

62、殊需求，并將信息提供給工程部、研究部、發(fā)展部和生產(chǎn)部。人們還開發(fā)出了更行之有效的辦法去完成市場營銷的傳統(tǒng)角色，即產(chǎn)品推銷和分銷渠道管理。市場營銷在定價(jià)中的作用也增加了。最后，為公司在制定針對市場變化而做的戰(zhàn)略調(diào)整時(shí)，市場營銷部門成為了一個(gè)焦點(diǎn)。</p><p>　　市場營銷觀不僅僅是為自己偏愛的大眾設(shè)計(jì)的利他主義哲學(xué)。它是作為一個(gè)商業(yè)哲學(xué)發(fā)展起來的，即認(rèn)為為顧客提供更好的服務(wù)就是賺取利潤的最好辦法。當(dāng)然，如果走入

63、極端，給予顧客想要的任何東西，例如賠本價(jià)也會導(dǎo)致破產(chǎn)。在市場營銷觀下，市場營銷經(jīng)理的角色發(fā)生的另一個(gè)變化是，不再強(qiáng)調(diào)銷售量，而是強(qiáng)調(diào)贏利銷售。沒有可觀的利潤，就沒有一個(gè)公司能長久地為顧客提供服務(wù)。</p><p><b>　　社會導(dǎo)向</b></p><p>　　當(dāng)管理者采用市場營銷觀時(shí)，他們不可能預(yù)測到環(huán)境問題或社會價(jià)值觀的變化。這些問題和變化會引發(fā)我們對市場導(dǎo)向哲

64、學(xué)的質(zhì)疑。當(dāng)談及污染、原材料的有限、以及我們的經(jīng)濟(jì)制度對消除貧困明顯地?zé)o能為力這些話題時(shí)，一些人不禁懷疑對個(gè)體消費(fèi)者有益的東西是否對社會也總是有益的。國家的政策同時(shí)也導(dǎo)致商業(yè)政策，開始越業(yè)越注意將對消費(fèi)者的關(guān)心調(diào)整為對全社會的關(guān)心。通用汽車公司主席托馬斯·A.莫爾菲對這種困境的看法是，“在一個(gè)期望值提高、社會關(guān)注環(huán)境改善和能源保護(hù)的時(shí)代，我們也許會逐漸忽略消費(fèi)者需要不斷滿意這一需求。”這種全心全意服務(wù)市場的市場營銷政策依舊代表

65、了現(xiàn)代公司的做法。但我們也將會看到，由于受法制和有責(zé)任感的管理政策的影響，以市場為導(dǎo)向的決策已被對社會的關(guān)注所改變。</p><p>　　個(gè)國家級的品牌形象。零售業(yè)還發(fā)展了它的“特許專營權(quán)”，在那里小的、獨(dú)立的零售商在一個(gè)大組織的指導(dǎo)和控制下進(jìn)行操作。有時(shí)小公司在適應(yīng)變化和面對經(jīng)濟(jì)不景氣時(shí)表現(xiàn)得較為靈活。因?yàn)榻?jīng)營是惟一的收入來源，因此小公司的所有者必須找到能生產(chǎn)或銷售的東西以便生存。相同條件下，大公司的一個(gè)分支機(jī)

66、構(gòu)只能關(guān)閉。另外，小公司會永遠(yuǎn)存在，因?yàn)橛歇?dú)立頭腦的人永遠(yuǎn)存在。他們相當(dāng)喜歡為自己工作，而不是為大組織工作。</p><p><b>　　2.分銷渠道</b></p><p>　　有效的生產(chǎn)方法加之熟練的市場營銷，可以保護(hù)我們能廉價(jià)地生產(chǎn)商品或提供服務(wù)，并保護(hù)這些商品和服務(wù)有市場。還有一個(gè)至關(guān)重要的問題，即我們空間如何讓我們的產(chǎn)品和服務(wù)到達(dá)顧客那里。 </p&g

67、t;<p><b>　　向顧客直接銷售</b></p><p>　　這當(dāng)然是分銷的最古老的形式。而且在很多行業(yè)中依然是最重要的。但是，在一些像產(chǎn)品制造這樣的行業(yè)里，這種辦法就變得相當(dāng)不便。顧客，尤其是那些私人購買者，不可能去工廠買他們需要的東西；而制造工廠至少在過去是不愿意分散精力去自己開商店的。因此制造商經(jīng)常利用一些中介機(jī)構(gòu)來使其產(chǎn)品到達(dá)顧客手中。一些部門的制造商開設(shè)了自己的

68、零售點(diǎn)。例如，主要的石油公司已經(jīng)不再局限于煉油，而是將觸角伸到自己的零售流通領(lǐng)域。這種做法并非總是成功的，而且在20世紀(jì)80年代中期就有報(bào)道說至少一家公司正打算賣掉它的連鎖加油站。還有一些其他行業(yè)的生產(chǎn)商向顧客直接銷售產(chǎn)品。有時(shí)這是因?yàn)樯a(chǎn)商認(rèn)為，控制最后的零售環(huán)節(jié)以及向顧客提供售后服務(wù)的全方位服務(wù)是有好處的。在其他行業(yè)，生產(chǎn)商也能通過工廠商店、農(nóng)莊商店、農(nóng)莊“自選”銷售來進(jìn)行直銷，他們還借助于郵件訂單或善于發(fā)明創(chuàng)造的商家所能謀劃出的任

69、何其他方法進(jìn)行直銷。</p><p><b>　　有組織的市場</b></p><p>　　除了直銷，市場代表了從生產(chǎn)商到消費(fèi)者這一最古老的交易形式。這里我們要記住，此處我們所說的市場不是我們在很多小城鎮(zhèn)里看到的在“集市日”時(shí)的那種“零售市場”，而是那種由生產(chǎn)商和交易商，尤其是經(jīng)營有形商品的交易的地方。這些市場分布在許多世界重要的商業(yè)中心，包括倫敦（英國絕大部分商品嗜

70、承倫敦交易）；市場使生產(chǎn)商和想大量購貨的交易商走到一起，將產(chǎn)品銷售到最終的顧客手中。</p><p>　　我們講有形商品，是指那些像錫、銅、鋅這些的金屬或其他金屬或成批的像茶葉、咖啡、小麥和可可這樣的食品。辯識有形商品的標(biāo)準(zhǔn)是，這些商品是在客觀描述的基礎(chǔ)上進(jìn)行銷售的，像“巴西咖啡”或“斯里蘭卡茶葉”，而不是根據(jù)某種商標(biāo)名稱；當(dāng)然有經(jīng)驗(yàn)的購買者能根據(jù)產(chǎn)地區(qū)分商品質(zhì)量的高低。但最后，一噸錫和另一噸錫會彎得沒什么兩樣；

71、個(gè)體商販不能將東西賣得高于市場價(jià)很多，而個(gè)體賣主也無法以比市場價(jià)低很多扔價(jià)格買到東西。這種有組織的市場也存在于保鮮食品像魚和蔬菜這樣的交易中。盡快將商品運(yùn)到市場上去是很重要的。而且這些食品批發(fā)市場為生產(chǎn)商和進(jìn)口商提供了方便的設(shè)施以便他們將產(chǎn)品大批量地賣給零售商或批發(fā)商。</p><p><b>　　批發(fā)</b></p><p>　　這種我們剛剛描述的市場就是批發(fā)市場。

72、批發(fā)包括從生產(chǎn)商或進(jìn)口商那里大量地購買商品，然后小量地賣給零售商，或者有時(shí)也賣給另一個(gè)批發(fā)商和交易商。生產(chǎn)商喜歡處理大訂單，零售商小批量購買，為它們之間提供的服務(wù)就是批發(fā)。但是，除了“化整為零”以外，批發(fā)商還提供其它服務(wù)。</p><p>　　傳統(tǒng)批發(fā)的重要性已經(jīng)在最近幾十年減弱了。批發(fā)的職能依然在執(zhí)行，但較過去比已不那么重要了。假如批發(fā)不得不存在時(shí)，它的職能通常由生產(chǎn)者，或更常見地由零售商來完成。在一個(gè)公司內(nèi)既

73、搞批發(fā)又搞零售，這種做法加快了大型零售連鎖店的發(fā)展。生產(chǎn)方法、運(yùn)輸和通訊的發(fā)展都已對這個(gè)發(fā)展過程起了作用。當(dāng)大袋的面粉被制粉商出售時(shí)，化整為零對那些向普通家庭進(jìn)行銷售的小商店來說是必要的?，F(xiàn)代化的機(jī)器不費(fèi)力就能在生產(chǎn)線的末端將面粉裝進(jìn)紙袋里。公路運(yùn)輸、電話和電傳已使得零售商和生產(chǎn)商更接近，從而批發(fā)商的倉儲用來充當(dāng)橋梁中介的作用越來越小。計(jì)算機(jī)輔助貨物管理也幫助生產(chǎn)商去更有效地計(jì)劃生產(chǎn)，從而避免大量的貨物積壓。</p>&l

74、t;p><b>　　代理商</b></p><p>　　代理商也許給了我們除了批發(fā)商外的另一個(gè)選擇。代理商代表別人（即委托人）行事。代理商在分銷中的角色是接手生產(chǎn)商在分配中的工作。從某種意義上說，代理商很像一個(gè)批發(fā)商；從另一種意義上來說，他們又像一個(gè)零售商，賣東西給最后的顧客。在國外市場上，代理商會變得尤其重要，因?yàn)樵谀抢铮麄儗Ξ?dāng)?shù)厍闆r有特殊的了解。</p><p

75、><b>　　特許專營</b></p><p>　　這是分銷中運(yùn)用日益廣泛的一種形式。特許專營在當(dāng)?shù)貙δ撤N特定的產(chǎn)品和服務(wù)擁有獨(dú)一無二的權(quán)利。代理商通常都有獨(dú)一無二的特許權(quán)。</p><p>　　特許經(jīng)營的現(xiàn)代趨勢是，讓生產(chǎn)商用心地發(fā)展和銷售產(chǎn)品，其中包括廣告的組織，然后將零售環(huán)節(jié)留給特許的獨(dú)立商行去負(fù)責(zé)。一般來說，特許專營權(quán)擁有商必須為特許權(quán)支付費(fèi)用。作為回報(bào)

76、，生產(chǎn)商為他提供一系列的服務(wù)：商店按特殊樣式設(shè)計(jì)，提供特殊設(shè)備，負(fù)責(zé)專門培訓(xùn)和原料獨(dú)家供應(yīng)。特許經(jīng)營在一些服務(wù)行業(yè)如快餐業(yè)，已經(jīng)變得尤其重要。它的支持者認(rèn)為，特許經(jīng)營將獨(dú)立特許商的個(gè)人“創(chuàng)業(yè)精神”與大規(guī)模的生產(chǎn)，做廣告之類經(jīng)濟(jì)結(jié)合起來。它也為小公司和個(gè)人在一個(gè)由大公司主宰的經(jīng)濟(jì)中創(chuàng)業(yè)提供了一種角色。對這種做法持批評意見的人則說，大生產(chǎn)商之所以喜歡特許經(jīng)營，是因?yàn)樗鼮樗麄兞畠r(jià)地提供了零售渠道和零售管理。特許商在該行業(yè)中也可能前景慘淡。因?yàn)?/p>

77、這些人永遠(yuǎn)不會真正成為“他們自己的老板”。</p><p><b>　　市場營銷組合</b></p><p>　　就像所有的商業(yè)決策一樣，并沒有一種惟一正確的流通形式，也沒有一種惟一正確的方法去銷售公司的產(chǎn)品。事實(shí)上一個(gè)公司可以選擇不同的方法去銷售不同的產(chǎn)品。市場營銷和流通管理者必須結(jié)合不同的策略來面對一個(gè)由許多不可知的因素操縱的環(huán)境。市場營銷組合包括價(jià)格、分銷渠道、