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1、外文资料及中文译文作者姓名王超专业市场营销指导教师姓名荣梅专业技术职务副教授NEWRETAILSTEATEGIES:OFFERINGABETTERFITFORTODAYSCAREFULCONSUMERSLeonardLodishRetailerslookingforgrowthintoday'seconomymightpickupalessonortwofromCoca-Cola'sFreestylevendingmachines.Firsttestedin2009andnowrollingoutfullforcenationwide,thefuturisti
2、ctouch-screenmachinesoffercustomers125differentbeveragechoices,fromflavoredDasaniwatersandsportsdrinkstoDietCherryCoke.Customerscanevencreatetheirowncombinations--FantaOrangeandvanillacreamsoda,anyone?--ortryflavorsunavailableelsewhere,likeRaspberryCoke.Thismonth,thecompanylauncheda
3、ppsforFacebookandsmartphonesthatletcustomersmixandnametheirowndrink.PlansarethatonedaytheappswillspitoutabarcodeforcustomerstoscanatFreestylemachinesandautomaticallydispensetheirownpersonalizedblend.Coca-Colaisdispensingmorethanjustflavoredwater,saysWhartonmarketingprofessorJerryWin
4、d.Thecompanyisalsocreatingexcitement,tappingintosocialnetworks,givingpeopleachancetocustomizetheirownproductandempoweringcustomersinwaysthatatraditionalvendingmachinecan'tmatch.Thoseareimportantretailstrategiesintoday'seconomy,whereoneoutoffivepeopleintheUnitedStatesiseitherunemploy
5、edorunderemployedandconsumersremainreluctanttospend.Sincetherecessionbeganin2008,retailintheU.S.hassplitinto"twoextremes,"Windnotes.Ononehand,thereistheluxurymarket,whichcaterstoasmallsegmentofwealthypeopleunaffectedbyeconomicupsanddowns.Asidefromadrop-offatthebeginningoftherecessio
6、n,whenluxuryspendingseemedungainly,thissegmentstillspends.Ontheotherhandarediscountbrands,whichhavegrowntheirmarketshareasconsumersscrimpandtradedowntocheaperproducts.Brandsthatfallbetweenthosetwocategorieswillcontinuetobesqueezed,Windsays,andwillneedtocreateexcitementtomaketheirpro
7、ductstandout.Inmanyways,it'saretailstorythatneverchanges,saysWhartonmarketingprofessorLeonardLodish:"Retailersthatreallysolveproblemsanddelightconsumersinwaysthatotherretailerscan't...doverywell."Therecessionhasforcedmanyretailerstogetbacktobasics,accordingtoBarbaraKahn,aWhartonmark
8、etingprofessoranddi
