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注册时间2006-5-31
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本人也是英语8级 LZ翻译的的确不错 可以再翻译一篇吗?
The distribution of goods and services faces market saturation as well. Retailers have to rethink their position on the value chain. Direct marketing and selling through the Internet may disintermediate retailers. If it becomes easier for consumers to buy books with Amazon.com, booksellers with expensive stores will have a problem. Other retailers add enough value with their pre-selection of product assortments or with additional services to ascertain their place in the value chain.
Anyway, in order to keep customers and to increase their turnover, retailers develop programs to increase customer loyalty. These approaches are short-term and long-term oriented. Stamp saving, affinity and club programs have a long-term perspective. Store promotions are more short-term oriented and aimed to attract customers and increase turnover. Volle (1998) investigated the short-term effects of store promotions such as weekly flyers, radio and outdoor advertising, on grocery store choice. However, his study shows that these store promotions have a weak effect. Store choice is mainly driven by long-term factors such as store loyalty. However, sales promotions may be instrumental in informing loyal customers about the assortment and thus reinforce their loyalty with information, price discounts and premiums. Volle did not find an effect of domain-specific variables such as shopping involvement, attitude toward the purchase of products on promotion, and search for promotional information. Store loyalty, however, played a ‘moderating’ role in the effect of promotional offers on store choice. |
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