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24. Gray Market
【v1】manufacturer（m）&retailer(r)与gray market（gm）的关系。gm应该就是那种水货市场，卖的巨便宜那种，通常gm的存在是会损害m和r的利益的。但是在某些market下（注意是某些market下，主旨题的时候要当心），gm的存在是会帮助m和r的。而这些market必须要符合两个条件，一是要消费者对于价格的敏感度存在较大差异。二是对于价格不敏感的消费者占消费者的大多数。那原因是这样的，对于价格敏感的人肯定会去gm买便宜货，而对价格不敏感的人则会对service quality比较注重。r可以不管那些对于价格敏感的人，而是去提高服务质量吸引对于价格不敏感的人。这样的话增加的价格所赚的利润将弥补消费者流失的损失。然后m和可以和r协商，提高wholesale的价格。（有道题问，如果在符合那两个条件的market中没有gm，那么，以有gm的方式获取利益的r之后将会制定怎样的营销策略。）by leeshuo1007 (740)
【v2】第一段：sales retailor和manufacturer都认为grey market（低价产品）让他们profit 受损， 其实并不一定。 第二段：grey market 在一定的市场情况下是对他们有利的。基于这样的假设：对商品价格敏感的顾客比对商品价格不敏感的顾客少。 第三段：说grey market是怎样促进他们盈利的。因为市场中对商品价格敏感的人少，所以retailor不用理会他们，就直接提高价格，提升服务。多出来的利润可以弥补grey market给他们带来的损失。同时manufacturer也可以进价，从而提高自己的利润。 1，问文章的结构。 2，问以下哪种情况可以代替grey market 的作用
背景资料**：（感谢roth514）
Gray marketing, the selling of trademarked products through channels of distribution not authorized by the trademark holder, can involve distribution of goods either within a market region or across market boundaries. Gray marketing within a market region (“channel flow diversion”) occurs when manufacturer-authorized distributors sell trademarked goods to unauthorized distributors who then sell the goods to consumers within the same region. For example, quantity discounts from manufacturers may motivate authorized dealers to enter the gray market because they can purchase larger quantities of a product than they themselves intend to stock if they can sell the extra units through gray marketing channels.
When gray marketing occurs across market boundaries, it is typically in an international setting and may be called “parallel importing.” Manufacturers often produce and sell products in more than one country and establish a network of authorized dealers in each country. Parallel importing occurs when trademarked goods intended for one country are diverted from proper channels (channel flow diversion) and then exported to unauthorized distributors in another country.
Trademark owners justifiably argue against gray marketing practices since such practices clearly jeopardize the goodwill established by trademark owners: consumers who purchase trademarked goods in the gray market do not get the same “extended product,” which typically includes pre and postsale service. Equally important, authorized distributors may cease to promote the product if it becomes available for much lower prices through unauthorized channels.
Current debate over regulation of gray marketing focuses on three disparate theories in trademark law that have been variously and confusingly applied to parallel importation cases: universality, exhaustion, and territoriality. The theory of universality holds that a trademark is only an indication of the source or origin of the product. This theory does not recognize the goodwill functions of a trademark. When the courts apply this theory, gray marketing practices are allowed to continue because the origin of the product remains the same regardless of the specific route of the product through the channel of distribution. The exhaustion theory holds that a trademark owner relinquishes（放弃） all rights once a product has been sold. When this theory is applied, gray marketing practices are allowed to continue because the trademark owners’ rights cease as soon as their products are sold to a distributor. The theory of territoriality holds that a trademark is effective in the country in which it is registered. Under the theory of territoriality, trademark owners can stop gray marketing practices in the registering countries on products bearing their trademarks. Since only the territoriality theory affords trademark owners any real legal protection against gray marketing practices. I believe it is inevitable as well as desirable that it will come to be consistently applied in gray marketing cases.
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发表于 2014-7-8 22:20:04
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