市场营销外文翻译--零售新策略：为今天谨慎的消费者提供更适合的产品.doc

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 NEW RETAIL STEATEGIES: OFFERING A BETTER FIT FOR TODAYS CAREFUL CONSUMERS Leonard Lodish Retailers looking for growth in todays economy might pick up a lesson or two from Coca-Colas Freestyle vending machines. First tested in 2009 and now rolling out full force nationwide, the futuristic touch-screen machines offer customers 125 different beverage choices, from flavored Dasani waters and sports drinks to Diet Cherry Coke. Customers can even create their own combinations -- Fanta Orange and vanilla cream soda, anyone? -- or try flavors unavailable elsewhere, like Raspberry Coke. This month, the company launched apps for Facebook and smart phones that let customers mix and name their own drink. Plans are that one day the apps will spit out a bar code for customers to scan at Freestyle machines and automatically dispense their own personalized blend. Coca-Cola is dispensing more than just flavored water, says Wharton marketing professor Jerry Wind. The company is also creating excitement, tapping into social networks, giving people a chance to customize their own product and empowering customers in ways that a traditional vending machine cant match. Those are important retail strategies in todays economy, where one out of five people in the United States is either unemployed or underemployed and consumers remain reluctant to spend. Since the recession began in 2008, retail in the U.S. has split into two extremes, Wind notes. On one hand, there is the luxury market, which caters to a small segment of wealthy people unaffected by economic ups and downs. Aside from a drop-off at the beginning of the recession, when luxury spending seemed ungainly, this segment still spends. On the other hand are discount brands, which have grown their market share as consumers scrimp and trade down to cheaper products. Brands that fall between those two categories will