营销计划的制定-外文翻译

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1、外文翻译原文DECIDINGONTHEMARKETINGPROGRAMMaterialSource:MarketingManagementAuthor:PhilipKilterInternationalcompaniesmustdecidehowmuchtoadapttheirmarketingstrategytolocalconditions.Atoneextremearecompaniesthatuseagloballystandardizedmarketingmixworldwide.Standardizationoftheproduct,advertising,anddist

2、ributionchannelspromisesthelowestcosts.Attheotherextremeisanadaptedmarketingmix,wheretheproduceradjuststhemarketing-mixelementstoeachtargetmarket.TheMarketingInsightbox,“GlobalStandardizationorAdaptation?”discussesthemainissues.Betweenthetwoextremes,manypossibilitiesexist.Herewewillexaminepoten

3、tialadaptationsthatfirmsmightmaketotheirproduct,promotion,price,anddistributionastheyenterforeignmarkets.PRODUCTKeeganhasdistinguishedfiveadaptationstrategiesofproductandpromotiontoaforeignmarket(Figure6-3).22Straightextensionmeansintroducingtheproductintheforeignmarketwithoutanychange.Topmanag

4、ementinstructsitssalespeople:“Findcustomersfortheproductasitis.”However,thecompanyshouldfirstdeterminewhetherforeignconsumersusethatproduct.Deodorantusageamongmenrangesfrom80percentintheUnitedStatesto55percentinSwedento28percentinItalyto8percentinthePhilippines.Ininterviewingwomeninonecountryab

5、outhowoftentheyusedadeodorant,atypicalresponsewas“IuseitwhenIgodancingonceayear”:hardlygroundsforintroducingtheproduct.Straightextensionhasbeensuccessfulwithcameras,consumerelectronics,andmanymachinetools.Inothercases,ithasbeenadisaster.GeneralFoodsintroduceditsstandardpowderedJell-OintheBritis

6、hmarketonlytofindthatBritishconsumerspreferthesolidwaferorcakeform.CampbellSouplostanestimated$30millioninintroducingitscondensedsoupsinEngland;consumerssawexpensivesmall-sizecansanddidnotrealizethatwaterneededtobeadded.Straightextension2istemptingbecauseitinvolvesnoadditionalR&Dexpense,manufac

7、turingretooling,orpromotionalmodification.Butitcanbecostlyinthelongrun.Productadaptationinvolvesalteringtheproducttomeetlocalconditionsorpreferences.Thereareseverallevelsofadaptation.Acompanycanproducearegionalversionofitsproduct,