营销计划的制定外文翻译.docx

营销计划的制定外文翻译.docx

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营销计划的制定外文翻译

外文翻译

原文

DECIDINGONTHEMARKETINGPROGRAM

MaterialSource:

MarketingManagementAuthor:

PhilipKilter

Internationalcompaniesmustdecidehowmuchtoadapttheirmarketingstrategytolocalconditions.Atoneextremearecompaniesthatuseagloballystandardizedmarketingmixworldwide.Standardizationoftheproduct,advertising,anddistributionchannelspromisesthelowestcosts.Attheotherextremeisanadaptedmarketingmix,wheretheproduceradjuststhemarketing-mixelementstoeachtargetmarket.TheMarketingInsightbox,“GlobalStandardizationorAdaptation?

”discussesthemainissues.

Betweenthetwoextremes,manypossibilitiesexist.Herewewillexaminepotentialadaptationsthatfirmsmightmaketotheirproduct,promotion,price,anddistributionastheyenterforeignmarkets.

PRODUCT

Keeganhasdistinguishedfiveadaptationstrategiesofproductandpromotiontoaforeignmarket（Figure6-3）.22

Straightextensionmeansintroducingtheproductintheforeignmarketwithout

anychange.Topmanagementinstructsitssalespeople:

“Findcustomersfortheproductasitis.”However,thecompanyshouldfirstdeterminewhetherforeignconsumersusethatproduct.Deodorantusageamongmenrangesfrom80percentintheUnitedStatesto55percentinSwedento28percentinItalyto8percentinthePhilippines.Ininterviewingwomeninonecountryabouthowoftentheyusedadeodorant,atypicalresponsewas“IuseitwhenIgodancingonceayear”:

hardlygroundsforintroducingtheproduct.

Straightextensionhasbeensuccessfulwithcameras,consumerelectronics,and

manymachinetools.Inothercases,ithasbeenadisaster.GeneralFoodsintroduceditsstandardpowderedJell-OintheBritishmarketonlytofindthatBritishconsumerspreferthesolidwaferorcakeform.CampbellSouplostanestimated$30millioninintroducingitscondensedsoupsinEngland;consumerssawexpensivesmall-sizecansanddidnotrealizethatwaterneededtobeadded.StraightextensionistemptingbecauseitinvolvesnoadditionalR&Dexpense,manufacturingretooling,orpromotionalmodification.Butitcanbecostlyinthelongrun.

Productadaptationinvolvesalteringtheproducttomeetlocalconditionsorpreferences.Thereareseverallevelsofadaptation.Acompanycanproducearegionalversionofitsproduct,suchasaWesternEuropeanversion.FinnishcellularphonesuperstarNokiacustomizedits6100seriesphoneforeverymajormarket.DevelopersbuiltinrudimentaryvoicerecognitionforAsia,wherekeyboardsareaproblemandraisedtheringvolumesothephonecouldbeheardoncrowdedAsianstreets.Oritcanproduceacountryversion.Americancompaniesarenotonlyinventingnewproductsforoverseasmarketsbutalsoliftingproductsandideasfromtheirinternationaloperationsandbringingthemhome.Asanexample,Haagen-DazshaddevelopedaflavorforsalesolelyinArgentinacalleddulcetdeleche,namedforthecaramelizedmilkthatisoneofthemostpopularflavorsinArgentina.Justoneyearlater,thecompanyrolledoutdulcetdelecheinsupermarketsfromBostontoLosAngelestoParis.Theco-optedflavornowdoes$1millionamonthintheUnitedStatesandisparticularlypopularinMiami,whereitsellstwiceasfastasanyotherflavor.25Productinventionisacostlystrategy,butthepayoffscanbegreat,particularlyifyoucanparlayaproductinnovationoverseasintoanewhitathome.

Agrowingpartofinternationaltradeistakingplaceinservices.Theworldmarketforservicesisgrowingatdoubletherateofworldmerchandisetrade.Largefirmsinaccounting,advertising,banking,communications,construction,insurance,law,managementconsulting,andretailingarepursuingglobalexpansion.ArthurAndersen,AmericanExpress,Citicorp,ClubMed,Hilton,andThomasCookareknownworldwide.UnitedStatescredit-cardcompanieshavestreamedacrosstheAtlantictoconvinceEuropeansofthejoysofchargecards.InBritain,industryheavyweights.CitibankandAmericanExpresshavewrestedalotofbusinessfrombigBritishbankslikeBarclaysandalreadycontrol7percentofthemarket.26Manyretailersaretryingtomakesimilarinroads.FacedwithslowinggrowthathomeintheUnitedStates,Wal-Martisusingcashflowfromitsdomesticbusinesstofuelthegrowthofits$9billioninternationaldivision.InNovember1997,Wal-Mart　acquiredGermanretailer,Wertkauf,adding21hypermarketswithannualsalesof$1.4billion.Justtwomonthsearlier,theretailerhadpurchaseditsMexicanjointventurepartner,CIFRA,makingitthelargestretailerinMexico.Wal-MartistheleadingdiscountretailerinCanadaandhasopenedoutletsinArgentina,Indonesia,andChina.Asof1998,Wal-Martemployed105,000internationalsalesassociatesin602internationalretailunitsandhadplanstoopenup50to60retailunitsoutsidetheUnitedStatesthatyear.27Brick-andmortarretailersarenottheonlyonesexpandingoverseas．CyberretailerAhaspurchasedthreeEuropeancompanies—twoinBritain,oneinGermany—tobuildEuropeanbookandvideosales.

Atthesametime,manycountrieshaveerectedentrybarriersorregulations.BrazilrequiresallaccountantstopossessaprofessionaldegreefromaBrazilianuniversity.ManyWesternEuropeancountrieswanttolimitthenumberofU.S.televisionprogramsandfilmsshownintheircountries.ManyU.S.statesbarforeignbankbranches.Atthesametime,theUnitedStatesispressuringSouthKoreatoopenitsmarketstoU.S.banks.TheGeneralAgreementofTariffsandTrade（GATT）ispressingformorefreetradeininternationalservices,buttheprogressisslow.

PROMOTION

Companiescanrunthesameadvertisingandpromotioncampaignsusedinthehomemarketorchangethemforeachlocalmarket,aprocesscalledcommunicationadaptation.Ifitadaptsboththeproductandthecommunication,thecompanyengagesindualadaptation.

Considerthemessage.Thecompanycanchangeitsmessageatfourdifferentlevels.Thecompanycanuseonemessageeverywhere,varyingonlythelanguage,name,andcolors.Exxonused“Putatigerinyourtank”withminorvariationsandgainedinternationalrecognition.Colorsmightbechangedtoavoidtaboosinsomecountries.PurpleisassociatedwithdeathinBurmaandsomeLatinAmericannations;whiteisamourningcolorinIndia;andgreenisassociatedwithdiseaseinMalaysia.Evennamesandheadlinesmayhavetobemodified.WhenClairolintroducedthe“MistStick,”acurlingiron,intoGermany,itfoundthatmistisslangformanure.FewGermanswantedtopurchasea“manurestick.”TheDairyAssociationbroughtits“gotMilk?

”advertisingcampaigntoMexicoonlytofindthattheSpanishtranslationread,“Areyoulactating?

”WhenCoorsputitsslogan“turnitloose,”intoSpanish,itwasreadbysomeas“sufferfromdiarrhea.”InSpain,Chevrolet’sNovatranslatedas“itdoesn’tgo.”Alaundrysoapadclaimingtowash“reallydirtyparts”wastranslatedinFrench-speakingQuebectoread“soapforwashingprivateparts.”29

Thesecondpossibilityistousethesamethemegloballybutadaptthecopyto

eachlocalmarket.Forexample,Camaysoapcommercialshowedabeautifulwomanbathing.InVenezuela,amanwasseeninthebathroom;inItalyandFrance,onlyaman’shandwasseen;andinJapan,themanwaitedoutside.Danishbeercompany,Carlsberg,goessofarastoadaptcopynottocountriesbuttoindividualcitiesandevenneighborhoodswithinthosecities.The151-year-oldDanishbeerisavailableinmorethan140countriesaroundtheworld,butbecauseofthecompetitivenessandmaturityoftheU.S.market,ithastotakealocaltackinitsapproachtowinnewcustomerswhoaren’tfamiliarwiththebrand.AlladvertisementsfeaturethesamesingleimageoftheCarlsbergbottle,alongwithahumorousmessageaboutthespecificcity.Forexample,inManhattan,oneheadlineonanadreads:

“Wentallnightwithouthearingcaralarm.CelebratespecialoccasionswithCarlsberg.”30

Thethirdapproachconsistsofdevelopingaglobalpoolofads,fromwhicheachcountryselectsthemostappropriateone.Coca-ColaandGoodyearusethisapproach.

Finally,somecompaniesallowtheircountrymanagerstocreatecountry-specificads—withinguidelines,ofcourse.KraftusesdifferentadsforCheeseWhizindifferentcountries,giventhathouseholdpenetrationis95percentinPuertoRico,wherethecheeseisputoneverything;65percentinCanada,whereitisspreadonmorningbreakfasttoast;and35percentintheUnitedStates,whereitisconsideredajunkfood.Theuseofmediaalsorequiresinternationaladaptationbecausemediaavailabilityvariesfromcountrytocountry.Norway,Belgium,andFrancedonotallowcigarettesandalcoholtobeadvertisedonTV.AustriaandItalyregulateTVadvertisingtochildren.SaudiArabiadoesnotwantadvertiserstousewomeninads.Indiataxesadvertising.Magazinesvaryinavailabilityandeffectiveness;theyplayamajorroleinItalyandaminoroneinAustria.NewspapershaveanationalreachintheUnitedKingdom,buttheadvertisercanbuyonlylocalnewspapercoverageinSpain.

Marketersmustalsoadaptsales-promotiontechniquestodifferentmarkets.Greeceprohibitscoupons,andFranceprohibitsgamesofchanceandlimitspremiumsandgiftsto5percentofproductvalue.PeopleinEuropeandJapantendtomakeinquiriesviamailratherthanphone—whichmayhaveramificationsfordirect-mailandothersales-promotioncampaigns.Theresultofthesevaryingpreferencesandrestrictionsisthatinternationalcompaniesgenerallyassignsalespromotionasaresponsibilityoflocalmanagement.

PRICE

Multinationalsfaceseveralpricingproblemswhensellingabroad.Theymustdealwithpriceescalation,transferprices,d