1、1外文翻译原文MATERIALSOURCEABRIEFMARKETINGHISTORYOFAUTHORJOHNSWRIGHTTHEJEWELTEACOMPANYMANYBUSINESSESAPPEARONTHEAMERICANMARKETINGSCENEEVERYYEAR,TOHELPTHECONSUMERINTHEFULFILLMENTOFHISNEEDS,WANTS,ANDDESIRESMOSTEVENTUALLYFAIL,ORATBESTSURVIVEINAMARGINALFASHIONAFEWBECOMEPREEMINENTLYSUCCESSFULANINTRIGUINGANDEVER
2、PRESENTQUESTIONISWHATMAKESFORTHEDIFFERENCEONEPOSSIBLEAPPROACHINTHESEARCHFORTHE“EXTRA“INGREDIENTMAYLIEINTHEMARKETINGPOLICYFORMULATIONPROCESSASCARRIEDONBYMANAGEMENTWITHINSUCCESSFULFIRMSUSINGTHISPARTICULARORIENTATION,THREEKEYMARKETINGPOLICIESHAVEBEENWOVENINTOTHISBRIEFHISTORYOFTHEJEWELTEACOMPANYBACKGROU
3、NDMARKETINGSTUDENTSARECONSTANTLYLOOKINGFORNEWAPPROACHESTOMARKETINGKNOWLEDGEDURINGTHEINFANCYOFTHESUBJECTMOSTOFTHEEMPHASISWASPLACEDUPONTHECOMMODITYAPPROACHWHEREBYINDIVIDUALGOODSWERETRACEDASTHEYFLOWEDTHROUGHTHECHANNELSOFDISTRIBUTIONATALATERDATETHEFOCUSOFATTENTIONSHIFTEDTOTHEMIDDLEMENWHOIMPLEMENTEDTHEFL
4、OWOFGOODSLATERSTILL,THEVARIOUSJOBSPERFORMEDINTHEMARKETINGPROCESSWERESCRUTINIZEDTHESETWOAPPROACHESWERETERMEDRESPECTIVELY,INSTITUTIONALANDFUNCTIONALONLYSLIGHT,ANDINCIDENTALATTENTIONHASBEENGIVENTOTHEHISTORICALASPECTSOFMARKETING,EVENINTHEFACEOFGROWINGINTERESTINBUSINESSHISTORYTHEPRESENTARTICLEILLUSTRATES
5、HOWMARKETINGKNOWLEDGECANBEINCREASEDBYMEANSOFASTUDYOFTHEFORCES,FACTORS,MEN,ANDPOLICIESWHICHHAVEINFLUENCEDTHEGROWTHANDCONTINUEDSUCCESSOFONEFIRMENGAGEDINDISTRIBUTIVEPURSUITSFROMASERIESOFSIMILARHISTORICALSTUDIES,WORTHWHILEGENERALIZATIONSABOUTMARKETINGCOULDPROBABLYBEDRAWNTHEFIRMCHOSENFORANALYSISWASTHEJEW
6、ELTEACOMPANY,INCATLEASTTWOFACTORSWEREINSTRUMENTALINTHECHOICEOFTHISCOMPANYFIRST,ITISTHEDOMINANTFIRMINAHIGHLYSPECIALIZEDFORMOFRETAILING,THESOCALLED“HOMESERVICEINDUSTRY,“ASWELLASHOLDINGANIMPORTANTPLACEINTHEFOODCHAINSTOREFIELDSECOND,THEBUSINESSAFFAIRSOFJEWELHAVEBEENSUFFICIENTLYVARIEDSOTHATITSMANAGEMENTH
7、ASFREQUENTLYBEEN2CALLEDUPONTOACTWITHENTERPRISEANDIMAGINATION,THEREBYPROVIDINGANINTERESTINGSTORYOFTHEPROBLEMS,CHALLENGES,ANDTECHNIQUESTOBEFOUNDINMARKETMANAGEMENTANOTHERIMPORTANTFACTOR,OFCOURSE,ISTHATTHEWRITERWASFORTUNATEINRECEIVINGTHEWHOLEHEARTEDSUPPORTANDCOOPERATIONOFTHECOMPANYMANAGEMENTINHISRESEARC
8、HTHEJEWELTEACOMPANYISACTUALLYTWODISTINCTBUSINESSESOPERATINGUNDERJOINTMANAGEMENTTHEHOMESERVICEROUTESDEPARTMENTCONSISTSOFAPPROXIMATELY2,000ROUTESINFORTYONESTATESEACHROUTEISOPERATEDBYADRIVERSALESMANWHOCALLSONASETOFCUSTOMERSONCEEVERYTWOWEEKSINORDERTOSELLTHEMCOFFEE,TEA,SPICES,ANDOTHERRELATIVELYHIGHUNITVA
9、LUEFOODSPECIALTIESIN1956SALESOFTHISDIVISIONWERENEARLY78MILLION,OR23PERCENTOFTHECOMPANYTOTALFORTHEYEARTHEOTHERSEGMENTOFTHEENTERPRISEISTHERETAILFOODSTORESDEPARTMENT,ACOLLECTIONATYEAREND1956OF184STORESOPERATINGINTHECHICAGOMETROPOLITANAREAAMERGERWITHTHEEISNERGROCERYCOMPANYEARLYIN1957ADDED41STORESTOTHECH
10、AINSALESVOLUMEIN1956WASSLIGHTLYINEXCESSOF257MILLION,OR77PERCENTOFTHECOMPANYSTOTALRETAILVOLUMEAMANUFACTURINGDIVISIONISALSOMAINTAINEDWHICHISPARTICULARLYIMPORTANTFORITSCOFFEEROASTINGACTIVITIESWHATEVERITSSHORTCOMINGSFROMTHEVIEWPOINTOFHISTORICALRESEARCH,THETENET,“ANINSTITUTIONISBUTTHELENGTHENEDSHADOWOFAM
11、AN,“ISQUITEUSEFULINTHEORGANIZATIONANDPRESENTATIONOFHISTORICALMATERIALSACCORDINGLY,THEYEARSFROM1901TO1957AREDIVIDEDINTOFIVEPERIODSHEREEACHPERIODREFLECTSTHESTRENGTHSANDWEAKNESSESOFTHEVARIOUSMANAGERSINTHEIRRESPONSESTOINTERNALANDEXTERNALPRESSURESONTHEMARKETINGOPERATIONSOFTHEFIRMTHESKIFFROSSERA19011916FR
12、ANKSKIFF,ASMALLTOWNBOYFROMNEWTON,IOWA,MOVEDTOCHICAGOIN1898ANDSTARTEDTOWORKASASOLICITORFORTHEINDIATEACOMPANY,A“TEAWAGON“COMPANYTHENEXTYEARHEFORMEDAPARTNERSHIPWHICHRENTEDAHORSE,BOUGHTAWAGON,ANDSTARTEDBUSINESSWITHACAPITALFUNDOF700THEOPERATIONWASMARGINAL,ANDTHEPARTNERSHIPWASSOONDISSOLVEDAPROBLEMWASPOSED
13、FORSKIFF,FORHEDIDNOTWISHTORETURNTOTHESMALLTOWNFINALLYHEPERSUADEDFRANKPROSS,HISBROTHERINLAW,TOENTERINTOANOTHERPARTNERSHIPINFEBRUARY,1901THISDATEMARKSTHESTARTOFCONTINUOUSBUSINESSOPERATIONSBYTHEJEWELTEACOMPANYTHENEWCOMPANYWASASOUNDERENTERPRISETHANSKIFFSFIRSTENDEAVOR,PRINCIPALLYBECAUSEOFSOUNDERFINANCING
14、WHICHPERMITTEDBULKBUYINGOFSTOCKTHEPARTNERSWEREAMBITIOUS,SPENDINGTHEIRDAYSINSOLICITATIONOFORDERSANDTHEIREVENINGSPACKINGCOFFEEANDORDERPICKINGTHENEXTDAYSDELIVERIESSALESFORTHE3FIRSTYEARWERE11,000WHENSUFFICIENTMONEYWASAVAILABLE,THATIS,ENOUGHTOBUYAWAGONANDHORSE,ANEWROUTEWASSTARTEDAFINANCIALBALANCEWASFIRST
15、STRUCKIN1903,ANDTHECOMPANYWASFOUNDTOBEWORTH25,000ANILLINOISCORPORATIONWASFORMEDWITHTHATCAPITALIZATIONFIGURETHECOMPANYBUILTAMANUFACTURINGPLANTINCHICAGOIN1909,REFIECTINGTHEDEGREEOFPRIVATEBRANDDEVELOPMENTWHICHWASTAKINGPLACE,PARTICULARLYINCOFFEEROASTINGANDPACKAGINGSALESREACHEDTHEMILLIONDOLLARMARKIN1910N
16、ATURALLYTHEGROWTHINSALESWASACCOMPANIEDBYASUBSTANTIALINCREASEINFIELDOPERATIONSONEHUNDREDROUTESWEREFIRSTOPERATEDIN1909THENUMBEROFROUTESTOTALEDMORETHAN400IN1912,ANDHADRISENTO850BYTHEENDOF1915FROMAONEWAGONOPERATIONWITHSALESOF11,000THECOMPANYHADGROWNTO850UNITSWITHASALESVOLUMEOFOVER8MILLIONINAPERIODOFFIFT
17、EENYEARSHOWTHISRECORDWASESTABLISHEDMAKESFORANINTERESTINGEXPOSITIONOFMARKETINGPOLICYFORMULATIONANDEXECUTIONTWOPOLICIES,PREMIUMMERCHANDISINGANDPREMIUMADVANCEMENT,CANBESAIDTOHAVEBEENCRUCIALINTHEEARLYSUCCESSOFTHEJEWELTEACOMPANYPREMIUMMERCHANDISINGWHENTHEBROTHERSINLAWSKIFFANDROSS,JOINEDTOGETHERIN1901TOPI
18、CKUPTHEREMNANTSOFFRANKSKIFFSPREVIOUSFORAYINTHE“TEAWAGON“BUSINESS,THEREWASNOTHINGNEWINTHEMETHODOFOPERATIONTHEYADOPTEDATTHISTIMETHREEIMPORTANTPOLICIESWEREGENERALLYINFORCEWITHINTHEINDUSTRY1PREMIUMMERCHANDISING2SCHEDULEDDELIVERYAND3CASHONLYSALESTHUS,ATTHEBEGINNINGTHEPARTNERSWEREMERELYPOLICYADOPTERS,BUTT
19、HEIRTALENTSANDINCLINATIONSSOONLEDTHEMTOVENTUREINTOAREASOFPOLICYADAPTATIONANDINNOVATIONTHEIRSKILLINPOLICYADAPTATIONTOTHENEEDSOFTHEIRPARTICULARCOMPANYCANBEILLUSTRATEDBESTBYANEXAMINATIONOFTHEPREMIUMMERCHANDISINGPOLICY“APREMIUMISAPRODUCTOFCONSIDERABLEVALUERELATIVETOTHEPRODUCTBOUGHTTHATISGIVENASABONUSFOR
20、BUYINGTHEPRODUCT“THEPREMIUMSOFFEREDBYTHEJEWELTEACOMPANYFELLWITHINTHISDEFINITIONPREMIUMMERCHANDISINGINTHEUNITEDSTATESISTRADITIONALLYTRACEDTOBTBABBITT,WHO,IN1851,HITUPONTHEPLANOFGIVINGFREELITHOGRAPHICPICTURESTOHOUSEWIVESINEXCHANGEFORSOAPWRAPPERSHISIDEAOFSELLINGPACKAGEDSOAPHADBEENUNSUCCESSFULUNTILTHEPR
21、EMIUMIDEAWASADOPTEDTEAANDCOFFEEMERCHANTSWERENOTSLOWININCORPORATINGTHEPREMIUMPRINCIPLEINTOTHEIRMETHODOFOPERATION,SUBSTITUTINGACHECKORCOUPONPLANFORTHEWRAPPERIDEAWHENAPOUNDOFTEAORCOFFEEWASPURCHASED,ACOUPON,USUALLYPACKEDINTHECONTAINER,WASGIVENTHECUSTOMERTHESECOUPONSWEREACCUMULATED4UNTILASPECIFIEDQUANTIT
22、YWASHELDANDTHENEXCHANGEDFORAPREMIUMTHISPLANOFMERCHANDISINGACTEDASACUSTOMERTYINGDEVICE,FORTHEHOUSEWIFEWOULDUSUALLYCONTINUEBUYINGFROMTHECOMPANYUNTILSHEHADSAVEDENOUGHCOUPONSTOOBTAINAPREMIUMTHEMANAGEMENTOFTHEJEWELTEACOMPANYPROMOTEDTHISMERCHANDISINGTECHNIQUEMOREAGGRESSIVELYTHANCOMPETINGHOMESERVICEOPERATO
23、RSANIMPORTANTFACTORINTHISIMPROVEDADAPTATIONWASASHREWDSELECTIONOFPREMIUMSTHECHOICEOFHAVILANDCHINAWAREASPREMIUMMERCHANDISEWASEITHERASTROKEOFGENIUSOROFGOODFORTUNE,FORITWASANIDEALITEMFORAGGRESSIVEPROMOTIONAPRODUCTKNOWNFORITSHIGHQUALITY,HAVILANDCHINAWARESEEMEDOUTOFTHEFINANCIALREACHOFMOSTHOUSEWIVESPREMIUM
24、MERCHANDISINGBYTHECOMPANYMADEITSOWNERSHIPAPOSSIBILITYFOREXAMPLE,ANUMBER1HAVILANDPLATEWASGIVENWITHTHEPURCHASEOFTWOPOUNDSOFCOFFEEORAPOUNDOFTEACOFFEESALESSPIRALEDEVENATCOMPANYPRICESOFTWENTYFIVECENTSAPOUNDATATIMEWHENGROCERYSTORESCHARGEDONLYSEVENTEENCENTSTHECOMPANYKEPTABREASTOFCHANGINGPATTERNSOFCONSUMERB
25、UYINGHABITSDURINGONEPERIODOFTHREEYEARSTHECOMPANYMERCHANDISEDASPREMIUMSOVERONEMILLION“CAKESAFES,“ADEVICEPERMITTINGTHETRANSPORTATIONOFCAKESFROMTHEHOMETOTHECHURCHBAZAAR,ETCLATERAGLASSWARESETCALLED“GOLDENGLOW“WASEMINENTLYSUCCESSFUL,WITH1,500,000PIECESGIVENASPREMIUMSINATWOWEEKSALESPERIOD,AND6,800,000INTW
26、OYEARSTHECOMPANYWASANIMPORTANTFACTORINTHEINTRODUCTIONOFALUMINUMWARETOTHEAMERICANHOME,TOSUCHADEGREETHATNEARLYTHEENTIREOUTPUTOFONELEADINGMANUFACTURERWASTAKENINTHE1930STHEPROCESSWASREPEATEDINTHECASEOFSMALLELECTRICALAPPLIANCESTHEPATTERNFOLLOWEDINGRANTINGPROFITSHARINGCREDITSISINTERESTINGINDEPRESSIONYEARS
27、LIBERALITYISINEVIDENCE,WHILEINWARYEARSTHESHORTAGEOFPREMIUMSANDTHEPROBLEMSOFROUTEOPERATIONCALLFORATIGHTENINGINTHEUSEOFTHEDEVICESINCEWORLDWARIICOMPANYMERCHANDISINGPHILOSOPHYHASBEENAIMEDATTHELOWPRICEQUANTITYSELLINGGOAL,ANDPREMIUMSHAVEBEENDEEMPHASIZEDWHILEHOMEDELIVERYSERVICEANDPRODUCTDIFFERENTIATIONINTH
28、EFORMOFQUALITYPRODUCTSCANNOTBEDISREGARDED,ITISUNLIKELYTHATAPPRECIABLESALESVOLUMECOULDBEACHIEVEDINTHEHOMESERVICEINDUSTRYWITHOUTTHEEXISTENCEOFTHEPREMIUMITHASBEENTHEBASICATTRACTIONTHEADVANCEDPREMIUMONEOBJECTIONWASFREQUENTLYRAISEDWHENTHEPARTNERSWEREPRESENTINGTHEIR5PROPOSITIONTOAPROSPECTIVECUSTOMER,NAMEL
29、Y,THATSHEHADSAVEDCOUPONSOFANOTHERCOMPANYONLYTOHAVEITCEASEOPERATIONSBEFOREASUFFICIENTNUMBERHADBEENACCUMULATEDFORPREMIUMREDEMPTIONPURPOSESTHEEARLYYEARSOFTHETWENTIETHCENTURYWERECHARACTERIZEDBYAHIGHMORTALITYRATEINTHEHOMESERVICEINDUSTRY,FORTHEFIELDWASOVERCROWDEDWITHSMALLVOLUMEOPERATORSTHUS,CUSTOMEROBJECT
30、IONWASFOUNDEDUPONSADEXPERIENCE,ANDITWASHARDTOOVERCOMEEVENBYASALESMANASPERSUASIVEASFRANKROSSTHESTORYOFHOWTHEADVANCEDPREMIUMPOLICYCAMEINTOBEINGISANINTERESTINGSTUDYOFPOLICYFORMULATIONMRROSSWASENGAGEDINADVANCESELLINGINTHECHICAGOSTOCKYARDSAREAONEPROSPECTIVECUSTOMERORDEREDHIMFROMHERPORCHWHENHESTARTEDHISSO
31、LICITATIONHEFINALLYWASABLETOGETHERTOEXPLAINHERGRIEVANCE,WHICHWASTHEOLDFAMILIARSTORYOFCOUPONSAVINGTONOAVAILACHALLENGETOFRANKROSSSSELLINGABILITYHADBEENPRESENTEDHEOFFEREDHERASETOFHAVILANDCHINAWARE,TELLINGHERITCOULDBEEARNEDBYPURCHASINGJEWELPRODUCTSTHECOMPANYWOULDTRUSTHER,ANDSHEWOULDHAVEUSEOFTHEPREMIUMDU
32、RINGTHEEARNINGPERIODTHEWOMANWASINTRIGUED,ANDANINNOVATIONINHOMESERVICEMERCHANDISINGWASBORNTHERAPIDGROWTHOFTHEJEWELTEACOMPANYSPRANGFROMTHISSALESINTERVIEWIN1951THEFIGUREWAS1,617,ANDTHECOMPANYOPERATED2,089ROUTESINVENTORIESINCUSTOMERSHOMESINTHEFORMOFADVANCEDPREMIUMSAMOUNTEDTOAPPROXIMATELY3,400,000ATRETAI
33、L,ORNEARLY2,000,000ATCOSTATTHESAMETIME,MERCHANDISINGSTRATEGYPOSESAPARADOXRESPECTINGINVENTORIES,FOREACHCUSTOMERSACCOUNTMUSTHAVEAMINIMUM,ASWELLASAMAXIMUM,LIMITANOTHERPREMIUMEARNINGPROGRAMMUSTBESOLDTHECUSTOMERWHENHERPREMIUMBALANCEBECOMESLOW,ORSHEMAYDISCONTINUEBUYINGFROMTHECOMPANYWHENTHEPRESENTPREMIUMIS
34、EARNEDTHEADVANCEDPREMIUMPOLICYISTHEMOSTIMPORTANTINNOVATIONGIVENTOTHEHOMESERVICEFIELDOFBUSINESSOPERATIONBYTHEJEWELTEACOMPANYFORTHECOMPANYTHEPOLICYFURNISHEDTHEVEHICLEWHICHLEDTOINDUSTRYDOMINANCENEWCUSTOMERSWEREADDEDRAPIDLYTOCOMPANYROUTEBOOKS,FORCUSTOMERSKEPTICISMWASMINIMIZEDTHEADVANCESALESMANNOTONLYHAD
35、QUALITYPREMIUMSTOENTICETHEHOUSEWIFE,BUTHECOULDNOWAPPROACHAPROSPECTIVECUSTOMERWITHCONFIDENCEASAREPRESENTATIVEOFAFIRMWITHSUCHAPPARENTFINANCIALSTRENGTHANDBELIEFINTHEBENEFITSOFITSMETHODOFDISTRIBUTIONTHATITCOULDENTRUSTQUANTITIESOFMERCHANDISETOTHEHONESTYOFITSCUSTOMERSASOUNDMERCHANDISINGPROGRAMWASBEINGBUIL
36、TSTEPBYSTEP6HANCOCKANDREENTRENCHMENT19191924DURINGWORLDWARICAPTAINHANCOCK,ANINETEENYEARNAVYVETERAN,WASINCHARGEOFNAVYPROCUREMENT,APOSITIONWHICHEXPOSEDHIMTOCONTACTSWITHMANYPROMINENTBUSINESSMENLEHMANBROTHERS,ANEWYORKINVESTMENTFIRM,PERSUADEDHIMTOJOINTHEJEWELTEACOMPANYMANAGEMENTASADMINISTRATIVEVICEPRESID
37、ENTINORDERTOINTRODUCECONTROLMETHODSTOTHECOMPANYSOPERATIONPRESIDENTRAYMONDEDURHAM,ACHICAGOBANKERWHOENTEREDTHEJEWELMANAGEMENTASANINTERIMPRESIDENTINJULY,1919,ANDHISASSISTANTFACEDASTEADILYWORSENINGSITUATIONAFTERANINSPECTIONOFALLFIELDOPERATIONS,APROGRAMOFCONTRACTIONWASSETINTOMOTIONWITHTHEPLANNEDELIMINATI
38、ONBYMARCH,1,1920,OFALLROUTESAVERAGINGLESSTHAN200PERWEEKINTHEFALLOFTHATYEARAREENTRENCHMENTPROGRAMWASINAUGURATED,WITHAREDUCTIONOFTHENUMBEROFROUTESFROM1,600TO1,000ASITSGOALPRESIDENTDURHAMBECAMEAPROPHETOFDOOM,PESSIMISTICALLYSTATINGTHATTHEHOMESERVICEMETHODOFMERCHANDISINGWASOUTMODEDANDECONOMICALLYUNSOUNDH
39、ISSOLUTIONWASSALEORLIQUIDATIONTHERESULTSFOR1920WERETHEWORSTINCOMPANYHISTORY,PASTORFUTUREWITHASALESVOLUMEOFMORETHAN17MILLION,ANETLOSSOFOVER2MILLIONWASINCURREDNOBUYERCOULDBEFOUND,ANDRELIANCEHADTOBEPLACEDUPONREENTRENCHMENTIFANYTHINGWASTOBESALVAGEDBYFEBRUARY,1921,ITCOULDBEREPORTEDTOTHEBOARDOFDIRECTORSTH
40、ATTHEBUSINESSHADRETURNEDTOAPROFITEARNINGBASIS,ALBEITONAMUCHSMALLERSALESBASEHANCOCKWASLARGELYRESPONSIBLEHENOTONLYESTABLISHEDIMPROVEDCONTROLMETHODSINPURCHASINGANDDISTRIBUTION,BUTGAVEATTENTIONTOEXPENSEREDUCTION,SALESVOLUMEINCREASES,ANDHIGHERGROSSMARGINSHEWASREWARDEDWITHTHEPRESIDENCYINAPRIL,1922,ANDBYJU
41、NE,1924,WHENHANCOCKRESIGNEDTOBECOMEAPARTNERINLEHMANBROTHERS,APATTERNOFREGULAR,HEALTHYGROWTHWASBEINGSETPROBLEMSFACINGMANAGEMENTWEREROUTINEINNATURE,SUCHASFACEEXECUTIVESOFANYGOINGBUSINESSSTABILITYHADBEENRETURNEDTOTHECOMPANY,ANDTHEREENTRENCHMENTPROGRAMWASASUCCESSLUNDINGDAYS19421957WHENMAURICEKARKERRETUR
42、NEDTOHISNAVALUNIFORMIN1942,ANEW,YOUNG,DYNAMICMANFRANKLINJEROMELUNDING,STEPPEDINTOTHELEADERSHIPALAWYERBYTRAINING,HEHADEARNEDHISSPURSINTHETOUGHARENAOFCHICAGOFOODRETAILINGTHEYEARSOFWORLDWARIIWEREFILLEDWITHOPERATIONALPROBLEMS,SUCHASSHORTAGESOFMERCHANDISETOSELL,PRICECONTROLS,LACKOFSUFFICIENTANDCAPABLEMAN
43、POWER,AND7RESTRICTIONSONTHEUSEOFTIRESANDGASOLINEMANAGEMENTWASBUSYJUSTKEEPINGTHEBUSINESSOPERATINGTHROUGHLUNDINGSEFFORTS,SALESVOLUMEANDEARNINGSWEREKEPTINASATISFACTORYCONDITIONINADDITIONTOTHISHOLDINGACTION,LUNDINGWASPLANNINGFORTHEFUTURETHEIDEAOFTHEPILOTSTOREANDBRANCHWASADOPTEDTOTESTNEWMERCHANDISINGIDEA
44、S,FORTHENEWPRESIDENTSFORTEWASINTHEAREAOFMERCHANDISINGTHEINFLUENCEOFTHEFOODSTORESDEPARTMENTWASFELTINTHEROUTESNEWPRICINGPOLICIESWEREADOPTEDWITHINCREASEDSALESVOLUMEATLOWERMARGINSTHEAVOWEDGOALFORSOMETIMEGREATHOPEWASHELDINAMAILORDERSELLINGPLANFORROUTECUSTOMERSCATALOGSDISPLAYINGAVARIETYOFNONFOODMERCHANDIS
45、EWEREDISTRIBUTEDBYTHEROUTESALESMENWHOINTURNWEREINSTRUCTEDTOINQUIREONEACHBIWEEKLYCALLWHETHERTHECUSTOMERWISHEDTOORDERANYMERCHANDISEFROMITSOFFERINGSIFSO,THEORDERWASFILLEDTHROUGHTHEMAILSTHECOMPANYOBJECTIVE,OFCOURSE,WASANINCREASEINSALESVOLUMEOFHIGHUNITVALUENONFOODGOODSANDSALESVOLUMESOFNEARLY15MILLIONAND1
46、7MILLIONWERERECORDEDIN1952AND1953RESPECTIVELYSINCETHOSEYEARSTHEMERCHANDISINGPLANHASRECEIVEDLESSATTENTIONWITHITEMSDELIVERABLEBYTHEREGULARROUTEMETHODBEINGFEATUREDTHEEMPHASISHASTURNEDTOANOTHERAVENUEOFPOSSIBLEIMPROVEMENTINROUTEOPERATIONS,NAMELY,THECONSOLIDATIONOFDISTRIBUTIONPOINTSINTOAREADISTRIBUTIONCEN
47、TERS,EACHSERVING160TO190ROUTESWITHINARADIUSOF250MILESTHEOLDBRANCHCENTERSSERVEAPPROXIMATELYTHIRTYROUTESFURTHERMORE,EXPANSIONEFFORTSHAVEBEENAWAYFROMRURALAREASANDINTOMETROPOLITANCENTERSWHEREROUTESALESMENCANFINDCUSTOMERSWITHAMINIMUMOFTIMELOSSTHROUGHTRAVELINTHEFOODSTORESDEPARTMENTNEWDEVELOPMENTSARETYPICA
48、LOFTHEFIELDWITHBIGGERANDBIGGERSUPERMARKETS,MOREEFFICIENTOPERATION,ANDAGGRESSIVEMERCHANDISINGTHEWATCHWORDSTHUS,THEPROCESSESOFMARKETINNOVATION,ADOPTION,ADAPTATION,ANDCONSOLIDATIONFLOWONPRESENTMANAGEMENTHASCAPTUREDAMODICUMOFTHEFOUNDERSSKILLININNOVATIONANDCOUPLEDITWITHATALENTFORCAREFULLYPLANNEDEXPANSION
49、PRECEDEDBYPROPERCONSOLIDATIONOFGAINSPREVIOUSLYWONINOTHERWORDS,“SEATOFTHEPANTS“LEADERSHIPHASBEENREPLACEDBYSCIENTIFICMANAGEMENTINFACEOFACHANGINGMARKETENVIRONMENT8译文资料来源宝石茶叶公司的市场营销的历史简介作者约翰S赖特每年许多交易出现在美国市场，以帮助消费者满足其需求，需要和愿望。大多数最终失败，或者充其量微乎其微，只有极少数能够显著的成功。一个有趣的和日益的问题是什么使这种差异的产生。搜索中的一个可能的方法为“特别”的成分可能在于营销政策的制定和进行成功的公司内的管理过程。使用这个特别的方向，三个关键的营销政策已编入宝石茶叶公司简史。市场营销的学者不断地寻找市场营销知识的新方法。在初期，其重点放在对大部分商品的处理途径，把个人的货物流通，他们通过分销渠道流向。一段时间后人们关注的焦点转移到了中间商上，最后，对营销过程中进行的各项工作进行审议。这两种方法分别被称为，机构和职能。本文章说明一个企业在追求经营分配政策时，营销知识如何影响其经济增长和持续成功的。这从相似的历史一系列研究，和那些值得推广的市场营销案例中也许可以得出。本文分析所选择的公司是宝石茶叶公司，选着此公司的原因有两个。首先，它在零售公司
