申論題

1. 請將下列英語短文翻譯成中文(佔50分)
Communication can be described as the glue that holds together a channel of distribution. The
role of communication within marketing channels is an important issue from both a managerial and a
theoretical perspective. The managerial importance stems from the fact that communication
difficulties are prime cause of channel problems. Many current problems in dealer channels could
be resolved by developing appropriate strategies for communication between manufacturers and
resellers. For instance, a recent problem cited by computer dealers is that dealers feel they are being
left out of the decision-making process on programs that directly affect their business. By involving
them in planning and by soliciting their voices, manufacturers could overcome this problem. In
addition, some researchers stress that such a conflict is caused by ineffective communication, which
leads to misunderstandings, incorrect strategies, and mutual feelings of frustration in dealer channels.