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If a product has a finite(有限的) selling season and uncertain demand, retail overstock(库存过剩) is a possibility. Anticipating(预计到) how such surplus(过剩) will devalue, the retailer may stock less of the item than the manufacturer would like, if any at all. As illustrated by P&G, manufacturer return policies and markdown(标低价) money are two common strategies used by manufacturers to combat(战斗) this tendency. Both work by decreasing the retailer's net cost of overstock.
These works advocate (主张)return policies as a way to improve the efficiency of the channel to the participants' mutual (相互的)benefit. However, this conclusion relies on two assumptions that mask the differences between the practices in question:
(1) the physical return of product does not incur additional cost, and
(2) the channel members are equally effective at liquidating overstock(清算积压)
The first assumption is problematic in that the handling, logistics, and administrative overhead(经常费用) associated with moving product back up the channel may be substantial(大量的).
With respect to the second assumption, the reality is that recovering value from surplus product is a substantive professional competency(能力), and different parties likely have different aptitude(倾向) and tolerance for this (Hungerford 1999). The retailer obviously has the most immediate option, i.e., to sell to the same customer base at a discount. Indeed, access to markets and comparative advantage in merchandising are among the underlying reasons a retail channel would be used in the first place, and these factors should persist at the clearance phase. However, if the residual value(剩余价值) comes from recovering and reusing the raw materials, the manufacturer could have an advantage. Also, by consolidating(巩固,加强) the returns from multiple retailers a manufacturer might be able to assemble(聚集) an assortment(分类) that becomes economically viable for resale to a discount specialist (e.g., T. J. Maxx in the apparel industry). Additional aging of the product and potential damage during the processing of returns should be considered, of course. Similar points are raised, but not formally pursued, by Kandel (1996) and Padmanabhan and Png (1997).
1.equal 什么的,问这个是啥意思之类的
2.问接着文章结尾作者会继续讲什么。
原文中没有那么多人名,出题点在最后一段。可参考其他的人的狗。 |
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