英语翻译The Point of Purchase Advertising Institute(POPAI) finds

英语翻译
The Point of Purchase Advertising Institute(POPAI) finds in a study from 1999 that the in-store decision rate of consumersin Germany,for example,is 55%,meaning that more than half of all purchasedecisions are made in stores,as opposed to before the shopping trip.At thesame time,the management of retailer promotions is not trivial,for severalreasons.First,retailers can use many different forms of price promotions,suchas temporary price reductions,coupons,and multiitem promotions,and combinethem with nonpricc promotions like features,displays,and other POS material.Second.retailer promotions can have many different effects.For example.increases in sales can result from brand switching,store switching,category switching,stockpiling,or increased consumption.In order to evaluate the profitabilityof a promotion,it is important to disentangle these effects.Third,manufacturers and retailers pursue different goals,and retailers have to takeinto account the manufacturer's trade promotion policy and its impact on theirown margins
M.Krafft and M.K.Mantrala (eds.).Retailing in the 21st Century:Current and Future Trends.393 DOI 10.1007/97-3-540-72003-4_24,Springer-Vcrlag Bcrlin Heidelberg 2010
Karen Gedenk.Scaott A.Neslin.and KusumL.Ailawadi
Percentage of Sales (in E) Made onPromotion.January-June 2004
Fit.1.Percentage ofSales Made on Promotion in Europe (A.C.Nielsen)
when planning their retailer promotions.Such initiatives as efficientconsumer response (ECR) and collaborative planning,forecasting,andreplenishment (CPFR) have tried to promote more cooperation betweenmanufacturers and retailers.onearea of cooperation being sales promotions(see.e.g.,chapter by Huchzcrmeier,Iyerin this book).

The Point of Purchase Advertising Institute(POPAI) finds in a study from 1999 that the in-store decision rate of consumersin Germany,for example,is 55%,meaning that more than half of all purchasedecisions are made in stores,as opposed to before the shopping trip.At the same time,the management of retailer promotions is not trivial,for several reasons.First,retailers can use many different forms of price promotions,such as temporary price reductions,coupons,and multiitem promotions,and combine them with nonprice promotions like features,displays,and other POS material.Second.retailer promotions can have many different effects.For example.increases in sales can result from brand switching,store switching,category switching,stockpiling,or increased consumption.In order to evaluate the profit ability of a promotion,it is important to disentangle these effects.Third,manufacturers and retailers pursue different goals,and retailers have to take into account the manufacturer's trade promotion policy and its impact on their own margins
根据1999年以来买点广告机构的调查发现,在德国,例如,在店内决定购买的比例为55%,这说明超过一般的购买决定是在店内做出的,而并非在整个购买物品过程之前.与此同时,由于各种原因,零售促销活动管理通常都是很繁琐的.首先,零售商可以使用很多不同形式的价格促销活动,例如短期降价,购物券,多种类促销,以及将促销与和价格无关的促销结合起来,比如说商品优势宣传,展销以及其它销售点资源利用.第二,零售促销会产生很多不同的影响.例如：销售增长可能是商标转换,店铺转换,种类变换,商品囤积或者消费上涨引起的.为了大概估算出促销的利润,解决这些可能存在的影响因素是很重要的.第三,厂商和零售商追求的目标不同,零售商必须考虑到厂商的贸易促销方案以及这对他们的最大程度的的影响.
M.Krafft and M.K.Mantrala (eds.).Retailing in the 21st Century:Current and Future Trends.393 DOI 10.1007/97-3-540-72003-4_24,Springer-Vcrlag Bcrlin Heidelberg 2010
M.克拉夫特和 M.K.Mantrala（合编） .21世纪零售业：当前和未来趋势.
393 DOI 10.1007/97-3-540-72003-4_24 Springer-Vcrlag Bcrlin 2010,海德堡 [这些是书本和作者信息,没法儿翻译的特别准确,仅供参考]
Karen Gedenk.Scaott A.Neslin.and KusumL.Ailawadi Percentage of Sales (in E) Made on Promotion.January-June 2004 Fit.1.Percentage of Sales Made on Promotion in Europe (A.C.Nielsen) when planning their retailer promotions.Such initiatives as efficient consumer response (ECR) and collaborative planning,forecasting,and replenishment (CPFR) have tried to promote more cooperation between manufacturers and retailers.one area of cooperation being sales promotions(see.e.g.,chapter by Huchzcrmeier,Iyerin this book).
Karen Gedenk.Scaott A.Neslin.and KusumL.Ailawadi （.这些是人名什么的,没翻译）
Percentage of Sales (in E) Made on Promotion.January-June 2004 Fit.2004年1-6月,促销在整个销售中所占的百分比.
Percentage of Sales Made on Promotion in Europe (A.C.Nielsen) when planning their retailer promotions.
欧洲 (A.C.Nielsen),零售类促销在整个销售中所占的百分比.
Such initiatives as efficient consumer response (ECR) and collaborative planning,forecasting,and replenishment (CPFR) have tried to promote more cooperation between manufacturers and retailers.one area of cooperation being sales promotions(see.e.g.,chapter by Huchzcrmeier,Iyerin this book).
高效消费者相应（ECR）和合作计划、预测和补给（CPFR）等倡议已经在努力促进厂商与零售商间的合作.其中一个合作领域包括了促销（见,例如：本书中Huchzcrmeier和Iyerin所著章节）