營銷計劃的制定-外文翻譯

1、0外文翻譯原文DECIDINGONTHEMARKETINGPROGRAMMaterialSource:MarketingManagementAuth:PhilipKilterInternationalcompaniesmustdecidehowmuchtoadapttheirmarketingstrategytolocalconditions.Atoneextremearecompaniesthatuseagloballystardiz

2、edmarketingmixwldwide.Stardizationoftheproductadvertisingdistributionchannelspromisesthelowestcosts.Attheotherextremeisanadaptedmarketingmixwheretheproduceradjuststhemarketingmixelementstoeachtargetmarket.TheMarketingIns

3、ightbox“GlobalStardizationAdaptation”discussesthemainissues.Betweenthetwoextremesmanypossibilitiesexist.Herewewillexaminepotentialadaptationsthatfirmsmightmaketotheirproductpromotionpricedistributionastheyenterfeignmarke

4、ts.PRODUCTKeeganhasdistinguishedfiveadaptationstrategiesofproductpromotiontoafeignmarket(Figure63).22Straightextensionmeansintroducingtheproductinthefeignmarketwithoutanychange.Topmanagementinstructsitssalespeople:“Findc

5、ustomersftheproductasitis.”Howeverthecompanyshouldfirstdeterminewhetherfeignconsumersusethatproduct.Deodantusageamongmenrangesfrom80percentintheUnitedStatesto55percentinSwedento28percentinItalyto8percentinthePhilippines.

6、Ininterviewingwomeninonecountryabouthowoftentheyusedadeodantatypicalresponsewas“IuseitwhenIgodancingonceayear”:hardlygroundsfintroducingtheproduct.Straightextensionhasbeensuccessfulwithcamerasconsumerelectronicsmanymachi

7、netools.Inothercasesithasbeenadisaster.GeneralFoodsintroduceditsstardpowderedJellOintheBritishmarketonlytofindthatBritishconsumerspreferthesolidwafercakefm.CampbellSouplostanestimated$30millioninintroducingitscondensedso

8、upsinEnglconsumerssawexpensivesmallsizecansdidnotrealizethatwaterneededtobeadded.Straightextension2602internationalretailunitshadplanstoopenup50to60retailunitsoutsidetheUnitedStatesthatyear.27Brickmtarretailersarenottheo

9、nlyonesexpingoverseasCyberretailerhaspurchasedthreeEuropeancompanies—twoinBritainoneinGermany—tobuildEuropeanbookvideosales.Atthesametimemanycountrieshaveerectedentrybarriersregulations.Brazilrequiresallaccountantstoposs

10、essaprofessionaldegreefromaBrazilianuniversity.ManyWesternEuropeancountrieswanttolimitthenumberofU.S.televisionprogramsfilmsshownintheircountries.ManyU.S.statesbarfeignbankbranches.AtthesametimetheUnitedStatesispressurin

11、gSouthKeatoopenitsmarketstoU.S.banks.TheGeneralAgreementofTariffsTrade(GATT)ispressingfmefreetradeininternationalservicesbuttheprogressisslow.PROMOTIONCompaniescanrunthesameadvertisingpromotioncampaignsusedinthehomemarke

12、tchangethemfeachlocalmarketaprocesscalledcommunicationadaptation.Ifitadaptsboththeproductthecommunicationthecompanyengagesindualadaptation.Considerthemessage.Thecompanycanchangeitsmessageatfourdifferentlevels.Thecompanyc

13、anuseonemessageeverywherevaryingonlythelanguagenamecols.Exxonused“Putatigerinyourtank”withminvariationsgainedinternationalrecognition.Colsmightbechangedtoavoidtaboosinsomecountries.PurpleisassociatedwithdeathinBurmasomeL

14、atinAmericannationswhiteisamourningcolinIndiagreenisassociatedwithdiseaseinMalaysia.Evennamesheadlinesmayhavetobemodified.WhenClairolintroducedthe“MistStick”acurlingironintoGermanyitfoundthatmistisslangfmanure.FewGermans

15、wantedtopurchasea“manurestick.”TheDairyAssociationbroughtits“gotMilk”advertisingcampaigntoMexicoonlytofindthattheSpanishtranslationread“Areyoulactating”WhenCosputitsslogan“turnitloose”intoSpanishitwasreadbysomeas“sufferf

16、romdiarrhea.”InSpainChevrolet’sNovatranslatedas“itdoesn’tgo.”Alaundrysoapadclaimingtowash“reallydirtyparts”wastranslatedinFrenchspeakingQuebectoread“soapfwashingprivateparts.”29Thesecondpossibilityistousethesamethemeglob