快餐的营销和销售外文翻译.docVIP

外文翻译 The Marketing and Distribution of Fast Food Material Source:Contemporary Endocrinology Author：Michelle Christian and Gary Geref? The origin of fast-food chains began with the franchising of McDonald’s in the 1960s, and since then the strength of fast-food brands has grown at a meteoric rate. The largest fast-food chains (such as McDonald’s and Yum! Brands) brought the mass production concept to foodservice, and in the process, changed how food is produced, distributed, and marketed. The activities of each segment of the chain are determined by the speci?cations of the lead ?rms, the branded fast-food restaurants, and their suppliers. The fast-food brands determine the production of food through their requirements forhow food products should be cultivated, manufactured, packaged, distributed, and displayed. They work directly with food processors, who in turn work with farmers . Fast-food chains have fueled their rapid growth through global expansion. This pace has increased exponentially in developing economies since the 1990s, where the gradual removal of market barriers and trade restrictions made the process of internationalization smoother for leading companies. Yum!Brands is a conglomerate that includes KFC, Pizza Hut, Taco Bell, Long John Silver, and AW.In 2008 the company boasted 36,000 units in more than 110 countries and territories. KFC is the company’s strongest brand with 5,253 units in the United States and 10,327 internationally, including 2,497 in Mainland China alone . However, McDonald’s is by far the global fast-food brand leader.In 2008 the company’s total system units were 31,967, with 56% of those units being internationally based . Like KFC, China leads the international market for McDonald’s with 1,021 units in 2008, doubling since 2003. Other countries like Mexico, Brazil, India, Vietnam, and the Philippines have quickly adopted the fast-food revolution. McDonald’s operates 379 units in Mexico and 562 in Brazil. India, a country with a