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1、0外文翻譯原文MaterialSource:AbriefmarketinghistyofAuth:JOHNS.WRIGHTtheJEWELteacompanyManybusinessesappearontheAmericanmarketingsceneeveryyeartohelptheconsumerinthefulfillmentofhisneedswantsdesires.Mosteventuallyfailatbestsurvi

2、veinamarginalfashionafewbecomepreeminentlysuccessful.Anintriguingeverpresentquestioniswhatmakesfthedifference.Onepossibleapproachinthesearchfthe“extra“ingredientmaylieinthemarketingpolicyfmulationprocessascarriedonbymana

3、gementwithinsuccessfulfirms.UsingthisparticularientationthreekeymarketingpolicieshavebeenwovenintothisbriefhistyoftheJewelTeaCompany.BACKGROUNDMARKETINGstudentsareconstantlylookingfnewapproachestomarketingknowledge.Durin

4、gtheinfancyofthesubjectmostoftheemphasiswasplaceduponthecommodityapproachwherebyindividualgoodsweretracedastheyflowedthroughthechannelsofdistribution.Atalaterdatethefocusofattentionshiftedtothedlemenwhoimplementedtheflow

5、ofgoodslaterstillthevariousjobsperfmedinthemarketingprocesswerescrutinized.Thesetwoapproachesweretermedrespectivelyinstitutionalfunctional.Onlyslightincidentalattentionhasbeengiventothehisticalaspectsofmarketingeveninthe

6、faceofgrowinginterestinbusinesshisty.Thepresentarticleillustrateshowmarketingknowledgecanbeincreasedbymeansofastudyofthefcesfactsmenpolicieswhichhaveinfluencedthegrowthcontinuedsuccessofonefirmengagedindistributivepursui

7、ts.Fromaseriesofsimilarhisticalstudieswthwhilegeneralizationsaboutmarketingcouldprobablybedrawn.ThefirmchosenfanalysiswastheJewelTeaCompanyInc.Atleasttwofactswereinstrumentalinthechoiceofthiscompany.Firstitisthedominantf

8、irminahighlyspecializedfmofretailingthesocalled“homeserviceindustry“aswellasholdinganimptantplaceinthefoodchainstefield.SecondthebusinessaffairsofJewelhavebeensufficientlyvariedsothatitsmanagementhasfrequentlybeen2firsty

9、earwere$11000.Whensufficientmoneywasavailablethatisenoughtobuyawagonhseanewroutewasstarted.Afinancialbalancewasfirststruckin1903thecompanywasfoundtobewth$25000.AnIllinoiscpationwasfmedwiththatcapitalizationfigure.Thecomp

10、anybuiltamanufacturingplantinChicagoin1909refiectingthedegreeofprivatebrdevelopmentwhichwastakingplaceparticularlyincoffeeroastingpackaging.Salesreachedthemilliondollarmarkin1910.Naturallythegrowthinsaleswasaccompaniedby

11、asubstantialincreaseinfieldoperations.Onehundredrouteswerefirstoperatedin1909thenumberofroutestotaledmethan400in1912hadrisento850bytheendof1915.Fromaonewagonoperationwithsalesof$11000thecompanyhadgrownto850unitswithasale

12、svolumeofover$8millioninaperiodoffifteenyears.Howthisrecdwasestablishedmakesfaninterestingexpositionofmarketingpolicy—fmulationexecution.Twopoliciespremiummerchisingpremiumadvancementcanbesaidtohavebeencrucialintheearlys

13、uccessoftheJewelTeaCompany.PremiumMerchisingWhenthebrothersinlaw.SkiffRossjoinedtogetherin1901topickuptheremnantsofFrankSkiffspreviousfayinthe“teawagon“businesstherewasnothingnewinthemethodofoperationtheyadopted.Atthisti

14、methreeimptantpoliciesweregenerallyinfcewithintheindustry:(1)premiummerchising(2)scheduleddelivery(3)cashonlysales.Thusatthebeginningthepartnersweremerelypolicyadoptersbuttheirtalentsinclinationssoonledthemtoventureintoa

15、reasofpolicyadaptationinnovationTheirskillinpolicyadaptationtotheneedsoftheirparticularcompanycanbeillustratedbestbyanexaminationofthepremiummerchisingpolicy.“Apremiumisaproductofconsiderablevaluerelativetotheproductboug

16、htthatisgivenasabonusfbuyingtheproduct.“^ThepremiumsofferedbytheJewelTeaCompanyfellwithinthisdefinition.PremiummerchisingintheUnitedStatesistraditionallytracedtoB.T.Babbittwhoin1851hitupontheplanofgivingfreelithographicp

17、icturestohousewivesinexchangefsoapwrappers.Hisideaofsellingpackagedsoaphadbeenunsuccessfuluntilthepremiumideawasadopted.Teacoffeemerchantswerenotslowinincpatingthepremiumprincipleintotheirmethodofoperationsubstitutingach

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