chapter45 讲义Word下载.docx
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animprecisetermthatcanmeanthesameasthedistributor,retailer,wholesaler,
andsoforth.Virtuallysynonymouswithmiddleman.
B.Functionsperformedbyintermediaries
Intermediariesmakepossibletheflowofproductsandservicesfromproducerstobuyers.
1.TimeUtility
2.PlaceUtility
3.OwnershipUtility
4.InformationUtility
5.FormUtility
a)TransactionalFunctionsinvolving
-buying
-selling
-risktaking
b).Logistical(distribution)functioninvolving
-assorting:
creatingproductassortmentsfromseveralsourcestoservecustomers.
-storing
-sorting(repacking)
-transporting
c).FacilitatingFunctionsinvolving
-financing
-grading
-feedback
C.Retailing
A).Bylinesofgoodshandled已经营品种分类
1.General-merchandisestores一般商店(杂货铺)—departmentstore,generalstore,discountstore.
2.Single-linestores专业店(经营商品类型单一的商店,如体育用品商店,照相器材店等)
3.Specialtystores特品店.
B).Byownership以所以权分类
1.independents个体店
2.chainstores连锁店
3.voluntarychains自愿连锁店
C).ByGeographicLocation以地理位置分类
1.neighborhoodshoppingcenter邻里商业中心
munityshoppingcenter社区商业中心
3.regionalshoppingcenter地区商业中心
D).BytypeofOperation以运作方式分类
1.In-homeorDirectselling家居销售与直销
2.Catalogselling目录销售
3.Electronicsales(E-sales)电子销售
D.DistributionChannels分销渠道
1.ChannelsforConsumersGoods消费品分销渠道
2.ChannelsforIndustrialGoods 工业品分销渠道
E.ModesofTransportation
1.MarineTransportation
a.ConferenceLineVessels海运公会班轮
b.Non-ConferenceLineVessels非海运公会班轮
c.TrampShips不定期货船
d.CharterShips包租赁船
2.AirTransportation
3.OverlandTransportation
4.PipelineTransportation
Ⅲ.BusinessExpression
1.wholesaler2.retailer3.discountstore
4.generalstore5.specialtystore
6.mail-order-house7.vendingmachine
8.virtualstore9.agent
10.broker11.distributionchannel
12.channellevel13.intensivedistribution
14.exclusivedistribution15.selectivedistribution
16.distributioncenter17.distribution
18.stockcontrol19.wheelofretailing20.chainstore
Ⅳ.Itemstobechecked
•Becleanaboutthefunctionsofmiddlemen
•Memorizedtherelatedbusinessexpressions
Chapter5
Promotion
Ⅰ.Objectivesandtasks
1.Knowobjectivesandfunctionsofadvertising.
2.Befamiliarwiththemajortypesofadvertisingmedia.
3.Torememberpersonalsellingprocessandmodesofsalespromotion.
Ⅱmajorcontents
Thedefinitionofadvertising:
advertisingisapaidformofnon-personalcommunicationaboutanorganization,product,service,orideabyanidentifiedsponsor.
purposes:
Advertisingisusedtopublicizea
newproduct,ortoremindthepublicthataproductisstillaroundor,mostcommonly,
toshowtheadvantages,utilities,andfeaturesofaproductincomparisonwithrivalproducts.
functions:
1.toinform2.topersuade3.toremind
Objectives:
1.toprovideinformation
2.tocreateinterest
3.topersuade
4.togenerateimmediatesales
Tasks:
theAIDAformula
AIDAisderivedfromthefirstletterineachofthemajortasksofadvertising:
toattractAttention,todrawInterest,tocreate
DesireandtopromptAction.
PromotionMix:
Thecombinationofthepromotionaltools
iscalledthepromotionmix.
Toolsthatarecommonlyusedfor
promotionareadvertising,sales,promotion,
personalselling,publicrelations,publicity,etc.
Therearetwotypesofadvertising:
Productadvertisingandinstitutionaladvertising.Theformerfocusesonindividualproductswhilethelatterisusedtocreateapositiveimageforanorganization.
Themajortypesofadvertisingmedia:
1.newspaper2.television3.radio4.directmail5.magazines6.internet7.outdoor
8.others
Personalselling
Thesellingprocesscanbebrokenintothefollowingsevensteps.
1.ToProspect物色(潜在顾客)
2.ToQualify确认
3ToApproach接触(顾客)
4.ToMakePresentation演示
5.ToHandleObjection处理(顾客)不同意见
6.ToClose成交
7.ToFollow-up售后跟踪
Thepurposeofsalespromotionistocreateconsumerawarenessandpushsalesofafirm’sproductorservice.
ModesofSalesPromotion
1.point-of-saledisplays2.speciatyadvertising
3.contests4.sweepstakes
5.coupons6.permiums
7.tradestamps8.tradeshows9.sponsorship
Publicrelationsandpublicity
•Publicrelationsisatoolwithwhichafirmbuildsgoodwillamongthepublicandmaintainsapositiveimageofitself.
•Publicitiesreferstonewreportsaboutfirm’sgoods,services,orthefirmitself.
Ⅲ.BusinessExpressions
1.promotionmix2.productadvertising
3.institutionaladvertising4.outdoorbillboard
5.yellowpages6.advertisingagency
7.makepresentation8.handleobjections
9.point-of-saledisplays10.sweepstakes
11.coupon12.tradestamp
13.tradeshow14.publicrelation
15.publicity16.wordofmouth
17.marketingdatabase18.advertisingobjective
19.informationadvertising20.mediavehicles
21.allowance22.sales-forcemanagement
23.salesquota24.pricepacks
•Knowthefunctionofadvertising
•Knowthecontentsofpromotionmix
•Befamiliarwiththemodesofsalespromotion
Chapter6
MoneyandBanking
Tounderstandtheimportanceandcharacteristicsofmoney.
Toknowthefunctionsofmoney.
Tobefamiliarwiththetypesofmoneyandthefinancialsystems.
Ⅱ.Majorcontents
•1.whatismoney?
Moneyissomethingthatpeopleacceptas
paymentforagoodonservice.Itmustbe
generallyacceptabletothosewhoare
exchanginggoodsandservicesinmarkets.
2.Characteristicsofmoney
a.stability(ofvalue)稳定性
b.scarcity稀缺性
c.portability便携性
d.durability耐用性
e.uniformity统一性
f.Divisibility可分割性
g.Acceptability合法实用性
3.Functionsofmoney
•a.Moneyservesasamediumofaexchange交换媒介的作用
•b.Moneyservesasunitofacount价值尺度
•c.Moneyservesasastandardofdeferred
payment延迟支付的标准
d.Moneyservesasastoreofvalue储藏价值
4.Typesofmoney
a.M-1:
狭义货币
ThemostcommondefinitionofmoneyisM-1,
whichincludethemostliquid(spendable),
formsofmoney:
currency,demanddeposits,
andother“checkable”deposits.
•b.)M-2广义货币
AbroaderdefinitionofmoneyisM-2,whichconsistsofeverythinginmoneyM-1plustimedeposits,money-marketmutualfunds’andotheritems,whichcannotbespentdirectlybutcanbeeasilyconvertedtospendableforms.
5.Thefinancialsystem
•IntheUS,thissystemismadeupof
commercialbanksavingandloan
associations,mutualsavingbanks,
creditunions,andinsurancecompanies.
Commercialbanks
•Servicesprovidedbycommercialbanks
1.)takingindeposit
2.)makingloans
3.)providingservicesincurrencyexchange,
lettersofcreditsandbanker’sacceptance.
4.)issuingcreditcards
5.)financialcounseling
6.SavingandLoanAssociations
•SavingsandLoanAssociations
1储蓄与贷款社
按法律组成的金融公司,主要是将其股票出售给私人,用其所得款项投资于住宅抵押贷款。
投资者的利益以股票股利形式取得。
2储蓄贷款协会
美国根据联邦或州法律成立的金融机构,其特点是向投资人出售股票并将收入主要用于住房抵押贷款,投资人取得股息而不是存款利息。
•a.Mutualsavingsbanks互助储蓄银行
美国的一个合作性储蓄银行,由银行的所有
存款人共同经营管理并提供个人贷款,保险
库出租服务,以及负责处理信托基金等业务。
•b.Creditunions信用合作社(存款互助会)
•c.Otherfinancialinstitutions
7.MoneySupplyandFederalReserveSystems
●FederalReserveSystems(美)联邦准备制度
(即美国中央银行制度。
根据1913年12月23日威尔逊总统签署的“联邦准备法”于1914年正式成立。
其目的是实行弹性通货,从事商业票据再贴现使银行检查更健全有效,以及实现高度就业和稳定物价水平等。
其业务包括:
(1)集中会员银行法定准备金;
(2)对会员银行从事放贷贴现及票据清算,成为银行之银行;
(3)统一钞票发行;
(4)管理信用,这是联邦准备制度的主要业务和功能;
(5)代理国库)
•FederalReserveBanks(FRB)(美)联邦储备银行
[即美国中央银行。
其主要业务是:
(1)发行货币;
(2)发行国家证券;
(3)控制各商业银行储备金。
全国划分为12个区域,各设一家联邦储备银行执行中央银行的任务。
]
FederalReserveBoard
联邦储备委员会
•[即BoardofGovernorsoftheFederalReserveSystem.是美国联邦储备银行(即中央银行)的领导机构。
由总统题名,参议院通过的七名委员组成。
其主要职责是制定货币政策,决定联邦准备金向会员银行提供贷款的贴现率,调节美国货币的供给。
FederalOpenMarketCommittee(FOMC)
•(美)联邦公开市场政策委员会[美联邦准备制度监理委员会下属机构之一,成立于1930年。
其任务是统一指挥公开市场操作并加强其效用。
Ⅲ.BusinessExpressions
1.denomination2.papernote
3.inflation4.circulation
5.legaltender6.transaction
7.mediumofexchange
8.storeofvalue9.unitofaccount
10.liquid11.checkable
12.timedeposit13.mutualfund
14.demanddeposit15.checkingaccount
16.withdrawal17.creditunion
18.portfolio19.securities
20.savingsaccount21.currencyexchange
22.lettersofcredit23.banker’sacceptance
24.draft25.accesscard
26.creditcard27.debitcard
28.financialcounseling29.homemortgage
30.mutualsavingsbank31.persionfund
32.Fed33.reserverequirements
34.discountrate
Ⅳ.Itemtobechecked
•Beclearaboutthetypesofmoney
•Understandthefinancialsystem
•Knowthefunctionsofcommercialbanks
•Memorizetherelatedbusinessexpressions
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