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市场一般被认为是买卖货物的地点。例如,水果和蔬菜的批发在科文特花园市场进行;而肉类批发业务在史密斯菲尔德市场进行。可是有一些除商品以外其余物品的市场,经营的不是普通意义上... 市场一般被认为是买卖货物的地点。例如,水果和蔬菜的批发在科文特花园市场进行;而肉类批发业务在史密斯菲尔德市场进行。可是有一些除商品以外其余物品的市场,经营的不是普通意义上的商品。比如房地产市场、外汇市场、劳动力市场、短期资金市场等。除此之外,所有有价格的东西都可以有一个市场。且并不是要一个特定的地点来进行交易。买方和卖方可以分散在世界各地,他们可以用电话、电报、海底电报或信件相互进行交易,而并不真正在市场上碰面。即便是在一个特定的地点进行交易,进行交易的人都可能是或有些是听命于远方顾客的代理人。因此,代理人代表英国各地的零售肉商在史密斯菲尔德购买肉类;伦敦证卷交易所的经纪人按世界各地顾客的需求买卖股票。因此,我们说市场的定义是指一个地区,在这个地区买卖双方或直接,或通过代理人相互密切联系,以致于在这个市场的一部分所卖出得到的价格能够影响到这个市场其余部分所买进出的价格。
现代化的通讯手段非常迅速,一个买主虽然在几千里之外,却可能知道卖者的要价,而且如果他同意的话,就可能接受这个价格。因此任意物品的市场就其潜在意义来说都是世界性。但是很多东西事实上均可做正常交易。
这也许是由于对某种东西的几乎所有需求都集中在一个地区。然而这种特殊的地区性需求,其重要性并不大。很多东西没有一个世界性市场,主要原因是这些商品运费昂贵或运输困难。
市场营销是整个管理过程中的重要部分。它与管理不是彼此分开或相互独立的功能。市场营销并不局限于买和卖,或进口和出口。它有三个方面的功能,其中每个方面都与管理过程密不可分。销售调查和产品研发是一个方面,广告和促销是第二个方面,售后服务和销售管理是第三个方面。而综合管理职能的观念作用于这些领域的每一个方面。每个方面的有效管理都必须与整体有效管理相协调,以使整个管理过程取得成功。
销售调查与市场研究不一样。市场研究实质上是对某个具体市场进行分析。比如说,有多少潜在的顾客、都分布在什么地点。而销售调查要比这个广泛得多,它涉及到销售的许多功能,具体地说,可以定义为是收集、记录和分析所有与商品经销有关的问题,也包含产品计划、运输,服务和信息传达。
在广义的商品销售中,产品计划起着非常重要的作用。极少有产品能够长时间不作任何改变而在市场上仍可以畅销的。因此,研究与开发就显得极为重要。成功的商品经销意味着公司必须能跟上变化的市场和变化的产品。这就是商品经销过程中研究和开发或产品的改进的基本作用。
一开始就选择并建立适当的销售渠道是极为重要的。一旦好的销售渠道建立了,就可以正常地持续工作而不用时时监督。因此,当我们考虑为打通销售渠道所必需的时间和产品数量时,事先制定计划就变得重要了。一个适当地开发出来的销售渠道能保证商品从生产都源源地流到消费者手中,而出现的问题尽可能小,否则就可能出现我们所说的“瓶颈”现象。
在商品销售的整个环节中,形象、公共关系和广告也应该注意,以更好地促进产品销售。形象事实上是建立信用的问题,它就是一个建立信誉和我们称为“商誉”的问题。虽然,好的广告在引起对产品的注意及介绍新产品方面是非常重要的,但是从长远看,真正起作用的还是形象。形象包含产品形象和公司形象。两者取决于产品的质量和售后服务。不管哪一种形象,公共关系都发挥着重要的作用。
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2007-06-06
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The market was generally considered is buys and sells the cargo theplace. For example, the fruit and vegetable wholesale carries on inthe branch 文特 garden market; But the meats wholesale servicecarries on in the Smith 菲尔德 market. But has some besides thecommodity other goods markets, the management is not in the ordinarysignificance commodity. For instance real estate market, foreignexchange market, labor market, short-term fund market and so on. Inaddition, all has the price the thing all to be allowed to have amarket.Also certainly not takes a specific place to carry on the transaction.The buyer and the seller may disperse in world each place, they mayuse the telephone, the telegram, the cable or the letter mutuallycarry on the transaction, but certainly not truly meets in the market.Even if is carries on the transaction in a specific place, carries onthe transaction the people all possibly are or some are take ordersfrom to the distant place customer's agent. Therefore, the agentrepresents English each place retail sales meat business in the Smith菲尔德 purchase meats; London card volume exchange manageraccording to world each place customer's demand business stock.Therefore, we said the market the definition refers to an area, or isdirect in this local business both sides, or mutually closely relatesthrough the agent, down to sells the price in a this market part whichobtains to be able to affect the price which buys up to this marketother parts.
Also certainly not takes a specific place to carry on the transaction.The buyer and the seller may disperse in world each place, they mayuse the telephone, the telegram, the cable or the letter mutuallycarry on the transaction, but certainly not truly meets in the market.Even if is carries on the transaction in a specific place, carries onthe transaction the people all possibly are or some are take ordersfrom to the distant place customer's agent. Therefore, the agentrepresents English each place retail sales meat business in the Smith菲尔德 purchase meats; London card volume exchange manageraccording to world each place customer's demand business stock.Therefore, we said the market the definition refers to an area, or isdirect in this local business both sides, or mutually closely relatesthrough the agent, down to sells the price in a this market part whichobtains to be able to affect the price which buys up to this marketother parts.
The modernized communication method is extremely rapid, a customeralthough outside several great distances, actually possibly knows theseller asking price, moreover if he agreed, possibly accepts thisprice. Therefore the free goods market on its latent significance saidall is the world. But very many things may make the normal transactionin fact. Perhaps this is because all concentrates to some kind of thing nearlyall demands in an area. However this kind of special area demand, itsimportance is not certainly big. A very many things world market, themain reason has not been these commodity transport expense isexpensive or the transportation difficulty.
The market marketing is in the entire management process importantpart. It is not each other separates or mutually the independentfunction with the management. The market marketing certainly does notlimit to buys and sells, or import and exportation. It has threeaspects the functions, each aspect is all inseparable with themanagement process. The sales investigation and the product researchand development are an aspect, the advertisement and the promotion isthe second aspect, the post-sale service and the sales management arethe third aspect. But synthesizes the management function the ideafunction to these domains each aspects. Each aspect effectivemanagement all must coordinate with the whole effective management,causes the entire management process to obtain the success.
The sales investigation and the marketing research are dissimilar. Inthe marketing research essence is carries on the analysis to someconcrete market. For instance that, some how many potential customer,all distributes in any place. But sells the investigation to have tobe much more widespread than this, it involves to sales manyfunctions, to be specific, may define for is the collection, therecording and the analysis possesses with the commodity sale oncommission related question, also contains the product plan, thetransportation, the service and the information transmission.
In the generalized commodity sale, the product plans the count formuch function. The extremely unusual product could the long time notmake any change but in the market still to be allowed best-selling.Therefore, the research and the development appears extremelyimportantly. The success commodity sale on commission meant thecompany must be able to follow the change the market and the changeproduct. This is in the commodity sale on commission process theresearch and the development or the product improvement basicfunction
As soon as starts on the choice and the establishment suitablemarketing channel is extremely important. Once the good marketingchannel has established, may normally continue to work but does notneed to supervise at times. Therefore, when we considered for makes aconnection time the time and the product quantity which the marketingchannel must, beforehand formulated the plan to change importantly.Suitably develops the marketing channel can guarantee the commodityfrom the production all in a steady stream subcrust current to theconsumer hand in, but appears the question is as far as possiblesmall, otherwise on possibly appears "the bottleneck" which we saidthe phenomenon.
In in the commodity sale entire link, is vivid, the public relationand the advertisement also should pay attention, by promotes theproduct sale well. The image is in fact establishes the credit thequestion, it is an establishment prestige and we is called "thegoodwill" the question. Although, the good advertisement is causing tothe product attention and introduced the new product aspect is countfor much, but, is in the long run true the function or the image. Theimage contains the product image and the corporate image. Two isdecided by the product quality and the post-sale service. No matterwhich one kind of image, the public relation all is playing the vitalrole.
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2007-06-06 · TA获得超过219个赞
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20分,翻这么长的文章,你基本只能得到机译的答案,比如1楼这位,那你还不如自己用软件翻呢。
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偶是张良
2007-06-18
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wo
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