Marketing Management-外文翻译.doc

1、1外文翻译原文MATERIALSOURCEMARKETINGMANAGEMENTAUTHORPHILIPKOTLERINFACT,WECANDISTINGUISHTHREESTAGESTHROUGHWHICHMARKETINGPRACTICEMIGHTPASS1ENTREPRENEURIALMARKETINGMOSTCOMPANIESARESTARTEDBYINDIVIDUALSWHOVISUALIZEANOPPORTUNITYANDKNOCKONEVERYDOORTOGAINATTENTIONJIMKOCH,FOUNDEROFBOSTONBEERCOMPANY,WHOSESAMUELADAM

2、SBEERHASBECOMEATOPSELLING“CRAFT”BEER,STARTEDOUTIN1984CARRYINGBOTTLESOFSAMUELADAMSFROMBARTOBARTOPERSUADEBARTENDERSTOCARRYITFOR10YEARS,HESOLDHISBEERTHROUGHDIRECTSELLINGANDGRASSROOTSPUBLICRELATIONSTODAYHISBUSINESSPULLSINNEARLY200MILLION,MAKINGITTHELEADERINTHEUSCRAFTBEERMARKET22FORMULATEDMARKETINGASSMAL

3、LCOMPANIESACHIEVESUCCESS,THEYINEVITABLYMOVETOWARDMOREFORMULATEDMARKETINGBOSTONBEERRECENTLYBEGANA15MILLIONTELEVISIONADVERTISINGCAMPAIGNTHECOMPANYNOWEMPLOYSMORETHAT175SALESPEOPLEANDHASAMARKETINGDEPARTMENTTHATCARRIESONMARKETRESEARCH,ADOPTINGSOMEOFTHETOOLSUSEDINPROFESSIONALLYRUNMARKETINGCOMPANIES3INTREP

4、RENEURIALMARKETINGMANYLARGECOMPANIESGETSTUCKINFORMULATEDMARKETING,PORINGOVERTHELATESTRATINGS,SCANNINGRESEARCHREPORTS,TRYINGTOFINETUNEDEALERRELATIONSANDADVERTISINGMESSAGESTHESECOMPANIESLACKTHECREATIVITYANDPASSIONOFTHEGUERRILLAMARKETERSINTHEENTREPRENEURIALSTAGE3THEIRBRANDANDPRODUCTMANAGERSNEEDTOSTARTL

5、IVINGWITHTHEIRCUSTOMERSANDVISUALIZINGNEWWAYSTOADDVALUETOTHEIRCUSTOMERSLIVESTHEBOTTOMLINEISTHATEFFECTIVEMARKETINGCANTAKEMANYFORMSALTHOUGHITISEASIERTOLEARNTHEFORMULATEDSIDEWHICHWILLOCCUPYMOSTOFOURATTENTIONINTHISBOOK,WEWILLALSOSEEHOWCREATIVITYANDPASSIONCANBEUSEDBYTODAYSANDTOMORROWSMARKETINGMANAGERSMARK

6、ETERSANDPROSPECTSAMARKETERISSOMEONEWHOISSEEKINGARESPONSEATTENTION,APURCHASE,AVOTE,ADONATIONFROMANOTHERPARTY,CALLEDTHEPROSPECTIFTWOPARTIESARESEEKINGTOSELLSOMETHINGTOEACHOTHER,BOTHAREMARKETERS2NEEDS,WANTS,ANDDEMANDSTHESUCCESSFULMARKETERWILLTRYTOUNDERSTANDTHETARGETMARKETSNEEDS,WANTS,ANDDEMANDSNEEDSDESC

7、RIBEBASICHUMANREQUIREMENTSSUCHASFOOD,AIR,WATER,CLOTHING,ANDSHELTERPEOPLEALSOHAVESTRONGNEEDSFORRECREATION,EDUCATION,ANDENTERTAINMENTTHESENEEDSBECOMEWANTSWHENTHEYAREDIRECTEDTOSPECIFICOBJECTSTHATMIGHTSATISFYTHENEEDANAMERICANNEEDSFOODBUTWANTSAHAMBURGER,FRENCHFRIES,ANDASOFTDRINKAPERSONINMAURITIUSNEEDSFOO

8、DBUTWANTSAMANGO,RICE,LENTILS,ANDBEANSCLEARLY,WANTSARESHAPEDBYONESSOCIETYDEMANDSAREWANTSFORSPECIFICPRODUCTSBACKEDBYANABILITYTOPAYMANYPEOPLEWANTAMERCEDESONLYAFEWAREABLEANDWILLINGTOBUYONECOMPANIESMUSTMEASURENOTONLYHOWMANYPEOPLEWANTTHEIRPRODUCT,BUTALSOHOWMANYWOULDACTUALLYBEWILLINGANDABLETOBUYITHOWEVER,M

9、ARKETERSDONOTCREATENEEDSNEEDSPREEXISTMARKETERSMARKETERS,ALONGWITHOTHERSOCIETALINFLUENCES,INFLUENCEWANTSMARKETERSMIGHTPROMOTETHEIDEATHATAMERCEDESWOULDSATISFYAPERSONSNEEDFORSOCIALSTATUSTHEYDONOT,HOWEVER,CREATETHENEEDFORSOCIALSTATUSPRODUCTOROFFERINGPEOPLESATISFYTHEIRNEEDSANDWANTSWITHPRODUCTSAPRODUCTISA

10、NYOFFERINGTHATWECANSATISFYANEEDORWANT,SUCHASONEOFTHE10BASICOFFERINGSOFGOODS,SERVICES,EXPERIENCES,EVENTS,PERSONS,PLACES,PROPERTIES,ORGANIZATIONS,INFORMATION,ANDIDEASABRANDISANOFFERINGFROMAKNOWNSOURCEABRANDNAMESUCHASMCDONALDSCARRIESMANYASSOCIATIONSINTHEMINDSOFPEOPLEHAMBURGERS,FUN,CHILDREN,FASTFOOD,GOL

11、DENARCHESTHESEASSOCIATIONSMAKEUPTHEBRANDIMAGEALLCOMPANIESSTRIVETOBUILDASTRONG,FAVORABLEBRANDIMAGEVALUEANDSATISFACTIONINTERMSOFMARKETING,THEPRODUCTOROFFERINGWILLBESUCCESSFULIFITDELIVERSVALUEANDSATISFACTIONTOTHETARGETBUYERTHEBUYERCHOOSESBETWEENDIFFERENTOFFERINGSONTHEBASISOFWHICHISPERCEIVEDTODELIVERTHE

12、MOSTVALUEWEDEFINEVALUEASARATIOBETWEENWHATTHECUSTOMERGETSANDWHATHEGIVESTHECUSTOMERGETSBENEFITSANDASSUMESCOSTS,ASSHOWNINTHISEQUATIONACUSTOMERCHOOSINGBETWEENTWOVALUEOFFERINGS,V1ANDV2,WILLEXAMINETHERATIOV1/V2SHEWILLFAVORV1IFTHERATIOISLARGERTHANONESHEWILLFAVORV2IFTHERATIOISSMALLERTHANONEANDSHEWILLBEINDIF

13、FERENTIFTHERATIOEQUALSONE3EXCHANGEANDTRANSACTIONSEXCHANGE,THECOREOFMARKETING,INVOLVESOBTAININGADESIREDPRODUCTFROMSOMEONEBYOFFERINGSOMETHINGINRETURNFOREXCHANGEPOTENTIALTOEXIST,FIVECONDITIONSMUSTBESATISFIED1THEREAREATLEASTTWOPARTIES2EACHPARTYHASSOMETHINGTHATMIGHTBEOFVALUETOTHEOTHERPARTY3EACHPARTYISCAP

14、ABLEOFCOMMUNICATIONANDDELIVERYMARKETINGTASKS74EACHPARTYISFREETOACCEPTORREJECTTHEEXCHANGEOFFER5EACHPARTYBELIEVESITISAPPROPRIATEORDESIRABLETODEALWITHTHEOTHERPARTYWHETHEREXCHANGEACTUALLYTAKESPLACEDEPENDSUPONWHETHERTHETWOPARTIESCANAGREEONTERMSTHATWILLLEAVETHEMBOTHBETTEROFFORATLEASTNOTWORSEOFFTHANBEFOREE

15、XCHANGEISAVALUECREATINGPROCESSBECAUSEITNORMALLYLEAVESBOTHPARTIESBETTEROFFNOTETHATEXCHANGEISAPROCESSRATHERTHANANEVENTTWOPARTIESAREENGAGEDINEXCHANGEIFTHEYARENEGOTIATINGTRYINGTOARRIVEATMUTUALLYAGREEABLETERMSWHENANAGREEMENTISREACHED,WESAYTHATATRANSACTIONTAKESPLACEATRANSACTIONINVOLVESATLEASTTWOTHINGSOFVA

16、LUE,AGREEDUPONCONDITIONS,ATIMEOFAGREEMENT,ANDAPLACEOFAGREEMENTUSUALLYALEGALSYSTEMEXISTSTOSUPPORTANDENFORCECOMPLIANCEAMONGTRANSACTORSHOWEVER,TRANSACTIONSDONOTREQUIREMONEYASONEOFTHETRADEDVALUESABARTERTRANSACTION,FOREXAMPLE,INVOLVESTRADINGGOODSORSERVICESFOROTHERGOODSORSERVICESNOTEALSOTHATATRANSACTIONDI

17、FFERSFROMATRANSFERINATRANSFER,AGIVESAGIFT,ASUBSIDY,ORACHARITABLECONTRIBUTIONTOBBUTRECEIVESNOTHINGTANGIBLEINRETURNTRANSFERBEHAVIORCANALSOBEUNDERSTOODTHROUGHTHECONCEPTOFEXCHANGETYPICALLY,THETRANSFEREREXPECTSSOMETHINGINEXCHANGEFORHISORHERGIFTFOREXAMPLE,GRATITUDEORSEEINGCHANGEDBEHAVIORINTHERECIPIENTPROF

18、ESSIONALFUNDRAISERSPROVIDEBENEFITSTODONORS,SUCHASTHANKYOUNOTESCONTEMPORARYMARKETERSHAVEBROADENEDTHECONCEPTOFMARKETINGTOINCLUDETHESTUDYOFTRANSFERBEHAVIORASWELLASTRANSACTIONBEHAVIORMARKETINGCONSISTSOFACTIONSUNDERTAKENTOELICITDESIREDRESPONSESFROMATARGETAUDIENCETOEFFECTSUCCESSFULEXCHANGES,MARKETERSANALY

19、ZEWHATEACHPARTYEXPECTSFROMTHETRANSACTIONSUPPOSECATERPILLAR,THEWORLDSLARGESTMANUFACTUREROFEARTHMOVINGEQUIPMENT,RESEARCHESTHEBENEFITSTHATATYPICALCONSTRUCTIONCOMPANYWANTSWHENITBUYSSUCHEQUIPMENTTHEITEMSSHOWNONTHEPROSPECTSWANTLISTIN4FIGURE12ARENOTEQUALLYIMPORTANTANDMAYVARYFROMBUYERTOBUYERONEOFCATERPILLAR

20、SMARKETINGTASKSISTODISCOVERTHERELATIVEIMPORTANCEOFTHESEDIFFERENTWANTSTOTHEBUYERASTHEMARKETER,CATERPILLARALSOHASAWANTLISTIFTHEREISASUFFICIENTMATCHOROVERLAPINTHEWANTLISTS,ABASISFORATRANSACTIONEXISTSCATERPILLARSTASKISTOFORMULATEANOFFERTHATMOTIVATESTHECONSTRUCTIONCOMPANYTOBUYCATERPILLAREQUIPMENTTHECONST

21、RUCTIONCOMPANYMIGHT,INTURN,MAKEACOUNTEROFFERTHISPROCESSOFNEGOTIATIONLEADSTOMUTUALLYACCEPTABLETERMSORADECISIONNOTTOTRANSACTRELATIONSHIPSANDNETWORKSTRANSACTIONMARKETINGISPARTOFALARGERIDEACALLEDRELATIONSHIPMARKETINGRELATIONSHIPMARKETINGAIMSTOBUILDLONGTERMMUTUALLYSATISFYINGRELATIONSWITHKEYPARTIESCUSTOME

22、RS,SUPPLIERS,DISTRIBUTORSINORDERTOEARNANDRETAINTHEIRLONGTERMPREFERENCEANDBUSINESS10EFFECTIVEMARKETERSACCOMPLISHTHISBYPROMISINGANDDELIVERINGHIGHQUALITYPRODUCTSANDSERVICESATFAIRPRICESTOTHEOTHERPARTIESOVERTIMERELATIONSHIPMARKETINGBUILDSSTRONGECONOMIC,TECHNICAL,ANDSOCIALTIESAMONGTHEPARTIESITCUTSDOWNONTR

23、ANSACTIONCOSTSANDTIMEINTHEMOSTSUCCESSFULCASES,TRANSACTIONSMOVEFROMBEINGNEGOTIATEDEACHTIMETOBEINGAMATTEROFROUTINETHEULTIMATEOUTCOMEOFRELATIONSHIPMARKETINGISTHEBUILDINGOFAUNIQUECOMPANYASSETCALLEDAMARKETINGNETWORKAMARKETINGNETWORKCONSISTSCOMPANYANDITSSUPPORTINGSTAKEHOLDERCUSTOMERS,EMPLOYEES,SUPPLIERS,D

24、ISTRIBUTORSSCIENTISTS,ANDOTHERSWITHWHOMITHASBUILTMUTUALLYPROFITABLEBUSINESSRELATIONSHIPSINCREASINGLY,COMPETITIONISNOTBETWEENCOMPANIESBUTRATHERBETWEENMARKETINGNETWORKS,WITHTHEPROFITSGOINGTOTHECOMPANYTHATHASTHEBETTERNETWORKMARKETINGCHANNELSTOREACHATARGETMARKET,THEMARKETERUSESTHREEKINDSOFMARKETINGCHANN

25、ELSCOMMUNICATIONCHANNELSDELIVERMESSAGESTOANDRECEIVEMESSAGESFROMTARGETBUYERSTHENEWSPAPERS,MAGAZINES,RADIO,TELEVISION,MAIL,TELEPHONE,BILLBOARDS,POSTERS,FLIERS,CDS,AUDIOTAPES,ANDTHEINTERNETBEYONDTHESE,COMMUNICATIONSARECONVEYEDBYFACIALEXPRESSIONSANDCLOTHING,THELOOKOFRETAILSTORES,ANDMANYOTHERMEDIAMARKETE

26、RSAREINCREASINGLYADDINGDIALOGUECHANNELSEMAILANDTOLLFREENUMBERSTOCOUNTERBALANCETHEMORENORMALMONOLOGUECHANNELSSUCHASADSTHEMARKETERUSESDISTRIBUTIONCHANNELSTODISPLAYORDELIVERTHEPHYSICALPRODUCTORSERVICESTOTHEBUYERORUSERTHEREAREPHYSICALDISTRIBUTIONCHANNELSANDSERVICEDISTRIBUTIONCHANNELS,WHICHINCLUDEWAREHOU

27、SES,TRANSPORTATIONVEHICLES,ANDVARIOUS5TRADECHANNELSSUCHASDISTRIBUTORS,WHOLESALERS,ANDRETAILERSTHEMARKETERALSOUSESSELLINGCHANNELSTOEFFECTTRANSACTIONSWITHPOTENTIALBUYERSSELLINGCHANNELSINCLUDENOTONLYTHEDISTRIBUTORSANDRETAILERSBUTALSOTHEBANKSANDINSURANCECOMPANIESTHATFACILITATETRANSACTIONSMARKETERSCLEARL

28、YFACEADESIGNPROBLEMINCHOOSINGTHEBESTMIXOFCOMMUNICATION,DISTRIBUTION,ANDSELLINGCHANNELSFORTHEIROFFERINGSSUPPLYCHAINWHEREASMARKETINGCHANNELSCONNECTTHEMARKETERTOTHETARGETBUYERS,THESUPPLYCHAINDESCRIBESALONGERCHANNELSTRETCHINGFROMRAWMATERIALSTOCOMPONENTSTOFINALPRODUCTSTHATARECARRIEDTOFINALBUYERSFOREXAMPL

29、E,FORWOMENSPURSESSTARTSWITHHIDES,OPERATIONS,CUTTINGOPERATIONS,MANUFACTURING,ANDTHEMARKETINGCHANNELSTHATBRINGPRODUCTSTOCUSTOMERSTHISSUPPLYCHAINREPRESENTSAVALUEDELIVERYSYSTEMEACHCOMPANYCAPTURESONLYACERTAINPERCENTAGEOFTHETOTALVALUEGENERATEDBYTHESUPPLYCHAINWHENACOMPANYACQUIRESCOMPETITORSORMOVESUPSTREAMO

30、RDOWNSTREAM,ITSAIMISTOCAPTUREAHIGHERPERCENTAGEOFSUPPLYCHAINVALUECOMPETITIONCOMPETITION,ACRITICALFACTORINMARKETINGMANAGEMENT,INCLUDESALLOFTHEACTUALANDPOTENTIALRIVALOFFERINGSANDSUBSTITUTESTHATABUYERMIGHTCONSIDERSUPPOSEANAUTOMOBILECOMPANYISPLANNINGTOBUYSTEELFORITSCARSTHECARMANUFACTURERCANBUYFROMUSSTEEL

31、OROTHERUSORFOREIGNINTEGRATEDSTEELMILLSCANGOTOAMINIMILLSUCHMARKETINGTASKS9ASNUCORTOBUYSTEELATACOSTSAVINGSCANBUYALUMINUMFORCERTAINPARTSOFTHECARTOLIGHTENTHECARSWEIGHTORCANBUYSOMEENGINEEREDPLASTICSPARTSINSTEADOFSTEELCLEARLYUSSTEELWOULDBETHINKINGTOONARROWLYOFCOMPETITIONIFITTHOUGHTONLYOFOTHERINTEGRATEDSTE

32、ELCOMPANIESINFACT,USSTEELISMORELIKELYTOBEHURTINTHELONGRUNBYSUBSTITUTEPRODUCTSTHANBYITSIMMEDIATESTEELCOMPANYRIVALSUSSTEELALSOMUSTCONSIDERWHETHERTOMAKESUBSTITUTEMATERIALSORSTICKONLYTOAPPLICATIONSINWHICHSTEELOFFERSSUPERIORPERFORMANCE6译文资料来源营销管理作者菲利普科特勒我们能把营销活动可能经过的历程分为三个阶段企业家的营销大多数公司都是靠一些用聪明才智谋生的个人所创建的

33、。他们在观察到一个机会后，就会去敲开每扇门以唤起注意。波士顿啤酒公司的创立者吉姆科克JIMKOCH推出的塞缪尔亚当斯SAMUELADAMS牌啤酒，如今已经成为同行业中销量最好的啤酒，但在1984年公司创立之初，他只是带着一瓶瓶的塞缪尔亚当斯啤酒，一个酒吧一个酒吧地上门劝说吧台老板试销啤酒。将近10年之久，他仍不能负担广告预算；他只是通过直接销售渠道和基层公众关系来推销自己的啤酒。今天，他的买卖已赚进了21亿美元，成为该类啤酒市场的领头者。1惯例化的营销随着小公司不断取得成功，他们不可避免的要转向更多的惯例化营销。波士顿啤酒公司最近花了金钱做电视广告，雇佣的几十个销售人员，也进行复杂的营销调研。

34、它发现继续成功需要建立和管理一个有能力的营销部门。2协调式的营销许多大公司陷入了惯例化的营销中，他们集中精力的去阅读最新的尼尔逊数据，浏览市场调研报告，试图最后的调节也经销商的关系和发布广告信息。但这些公司缺乏了再第一阶段，即企业家阶段游击性的营销者所具备的那种创造力和热情。他们的品牌经理和生产经理需要走出办公室，和顾客生活在一起，把那些能为其顾客的生活增加价值的新方法具体化。其底线就是有效地营销能采取许多形式。在营销惯例化的一面和具有创造力的一面之间永远存在着紧张关系。惯例化的一面更容易学习，在本书中夜讲占据我们大部分的注意力。然而，在本书中你也将看到真正的创造力和热情在许多公司是如何运作的

35、。营销者和预期顾客营销者从被称为预期顾客的群体处寻求响应（态度、购买、选票、捐赠）。如果双方都在积极寻求交换，那么，我们把双方都称为营销者。需要、欲望和需求营销者必须努力理解目标市场的需要、欲望和需求。需要描述了基本的人类要求。人们需要食品、空气、水、衣服和住所赖以生存。人们还强烈需要娱乐、教育和文娱生活。当人们趋向某些特定的目标以获得满足时，需要变成了欲望。一个美国人需要食品，欲望是想要得到一个汉堡包、法国烤肉和软饮料。在毛里求斯，人们需要食品，欲望是得到芒果、大米、小扁豆和蚕豆。需要在不同社会7中其形式是不同的。需求是指对有能力购买的某个具体产品的欲望。许多人都想要一辆梅赛德斯汽车；但只有

36、极少数人能够并愿意买一辆。公司不仅要估量有多少人想要本公司的产品，更重要的是，应该了解有多少人真正愿意并且有能力购买。所以，营销者并不需要创造需要需要存在于营销活动之前。营销者，连同社会上的其他因素，只是影响了人们的欲望。营销者可能向消费者建议，一辆梅德赛斯汽车可以满足人们都社会地位的追求。然而，营销者并不创造人们对社会地位的需要。产品、供应品和品牌公司需要提出一种价值观，即一系列用来满足顾客需求的利益。无形的价值观可以为一种供应品，即产品、服务、信息和体验的组合。品牌是一种基于被仍可而形成的资产。例如，提到麦当劳这个品牌，人们就会联想到汉堡包、乐趣、孩子、快餐、金色拱门，这些就形成了品牌形象

37、。所有公司都在为建立自己的实力强大、受消费者喜爱的品牌形象而奋斗。价值与满意如果供应品向目标顾客传递了价值和满意，那就表示成功了。顾客在不同供应品中挑选的基础是知道那个会给他们带来最大的价值。基本上价值可被看做是质量、服务和价值的组合，被称为顾客价值三合一。价值随质量和服务点的提高而提高，但随着价格的增加而减少。一名顾客在两间商品中选择，这两件商品的价值分别为V1、V2。如果V1与V2相比的值大于1，这名顾客会选择V1；如果比值小于1，他会选择V2；如果比值等于1，他会觉得两者之间没有什么差别。交换和交易交换是营销学的核心概念，它是通过提供某种东西作为回报，从某人那儿取得想要东西的过程。交换的

38、发生，必须符合五个条件1至少要有两方2每一方都有被对方认为有价值的东西3每一方都能沟通信息和传送货物4每一方都可以自由接受或拒绝对方的供应品5每一方都认为与另一方进行交易是适当的或称心如意的交换能否真正产生，取决于买卖双方能否找到交换的条件，即交换以后双方都比交换以前好。这里，交换被描述成一个价值创造过程，即交换通常总使双方变得比交换前好。一次交易包括几个可以度量的实质内容至少有两个有价值的事物，买卖双8方所同意的条件，协议时间和协议地点。通常应建立一套法律制度来支持和强制交易双方执行。如果没有合同法，人们可能在交易中互不信任，导致大家吃亏。同时，卡特彼勒公司也有一个欲望清单。卡特彼勒公司想的

39、是把设备卖个好价钱，能及时付款和良好口碑。如果这些欲望清单所列的条件完全一致或部分一致，交易就有了基础。卡特彼勒公司的任务是提出一个报价促使建设公司购买卡特彼勒公司的设备，而建设公司则可以还价。这样一个寻求双方意见一致的过程就叫做谈判。谈判结果不是双方达成协议，就是决定不作交易。关系和网络交易营销被称为关系营销大观念的一部分。关系营销是与关键成员建立长期满意关系的实践，目的是保持他们长期的业绩和业务。营销者通过不断承诺和给予对方高质量的产品、优良的服务和公平的价格来实现关系营销。关系营销使有关各方建立了经济、技术和社会方面的纽带关系。关系营销还可以减少交易成本和时间；在最佳状况下，交易可从每次

40、都要协商到惯例化。关系营销的最终结果是建立起公司的独特资产，即一个营销网。营销网包括公司及所有与它建立互利业务关系的利益关系方。这样，竞争不是在公司之间进行，而是在整个网络之间进行，一个建立了更好关系网的公司将获胜。该操作原则是简单的与关键的利益关系放建立良好的关系网后，利润会滚滚而来。营销渠道为了接触到目标市场，营销人员可通过三种营销渠道。一是通过信息传播渠道发送信息，并从买主那里获取信息。该渠道包括报纸、杂志、广播、电视、信件、电话、招标栏、告示、传单、光碟、录音磁带和互联网。除此之外，还有人员面部表情、服饰、零售店的外观，许多其他媒介也传递着交流信息。营销人员为了弥补广告等单向渠道的不足

41、，越来越多的增加了对双向交流渠道的使用。二是营销商通过分销渠道向购买者和使用者展现、传递有形的产品或服务。他们包括分销商、批发商、零售商和代理商。三是营销商可通过服务渠道与潜在的用户打交道。服务渠道包括仓库、运输公司，也包括能方便交易的银行和保险公司。营销商在为他们的销售物选择信息传播渠道、分销渠道、服务渠道这三种渠道的最佳组合时，面临着一个设计问题。供应链尽管营销渠道把营销者和目标购买者联系起来，但供应链描述了从原材料、零部件到产成品的一条传递给最终买主的较长通路。女用钱包的供应链开始于找到皮革制品，进行染色、裁剪、制作，最终进入把产品送到消费者手中的营销渠道。供应链代表了一种价值传递系统。

42、每个公司都服务于供应链所产生的全部价9值的某一部分。当一个公司打败竞争者，向上游或下游链扩展时，其目标是为了获取一份更高比例的供应链价值。竞争竞争包括购买者可能考虑的所有实际存在的和潜在的竞争产品与替代物。例如，一个汽车制造企业正计划为制造汽车购进钢材。汽车制造商即可从美国钢铁厂或其他国外同一层次的钢铁厂购买；也可以用较低成本，从像纽克那样小型的钢铁厂购买；或是购买铝材来制造汽车部件，以减轻汽车重量；他还可以购买工程塑料来做汽车的保险杆，而不是用钢铁来做。显然，如果美国钢铁厂只考虑与它同一层次的竞争者，那么，他就把竞争范围想得狭窄了。实际上，从长远的观点看，对美国钢铁厂最大的冲击更可能是来自那些替代产品的生产厂家，而不是直接来自它的钢铁企业的竞争对手。美国钢铁厂也必须考虑或是制造替代性材料，或是仅盯住能提供更优越应用性能的钢铁材料。