工商管理英语第3章后半部分翻译.docVIP

英语第三章翻译（后半部分-differentiation that can exceed the needs of buyers and even confuse them . Buyers become inundated with an excessive number of options and little time to investigate or comprehend most of them . In an effort to simplify their choices, buyers view products as commodities and tend to reduce purchase decisions to a few key factors ,such as a major product feature ,reliability ,or convenience. If buyers are unable to readily distinguish among the competitors along these factors , they may view the product as a commodity and base their final purchase decision on price . Hence ,while firms may be doing all they can to set themselves and their products apart from the competitions , customers may not see them quite as distinguish 两家主要趋势已经改变了战略管理的背景。从战略的角度来看，商品化是指增加困难的企业有区分他们的产品和服务与竞争对手。快速发展的技术已经创造了许多机会，企业向他们区分他们的产品，从他们的竞争对手-分化，可以超过买家的需求，甚至混淆他们。买家会被大量的选择和很少的时间来调查或理解其中的大部分。为了简化他们的选择，买家把产品当作商品，并倾向于减少购买决策的几个关键因素，如主要产品的功能，可靠性，或方便。如果买方无法很容易地将这些因素中的竞争对手区分开来，他们可以将产品视为一种商品，并将其最终购买决定以价格作为基础。因此，虽然公司可能会尽一切可能把自己和他们的产品，除了竞争，客户可能看不到他们很有区别。able. Commoditization can create serious problems for firms that end up spending more to enhance product features only to be met with buyers who are inexorably price-conscious. In a relatively short period of time , for example ,digital cameras have overtaken film cameras as the product of choice . Whereas most film cameras had only a limited number of options, digital cameras can be complex to evaluate and many come with thick manual describing all of the features and controls. While camera aficionados appreciate all of the bells and whistles, many consumers may be confused by all of the features or simply may not wish to invest much time into learning how to use what they perceive as a low-involvement product . Unless camera producers or retailers can break through this confusion ,such buyers may limit their product consideration set on the basis of only one or two key features such as brand ,size ,or the number of megapixels , and then