商英二考试内容整理.docVIP

Unit 2 Red tape and other examples of government bureaucracy hinder a company’s entry into a market.繁琐的程序和其他的政府官僚作法阻碍了企业进入市场。 In these days of increasing global integration, the task many international marketers face is not so much market entry as managing the marketing mix in different national markets. 在日益全球一体化的今天，许多国际营销所面临的任务不再是准入问题，而是在不同的国家市场的营销组合管理问题。 Some companies, however, do develop the same product for all markets regardless of existing local preferences. 但是一些公司确实为所有的市场开发同种产品不考虑现有的当地市场偏好。 Firms sometimes customize a product to every market; at other times they offer one standardized product everywhere; and sometimes they compromise and settle in the middle. 有时候公司为每个市场定制一种产品；有时他们给每个市场提供统一的标准化产品；而有时他们会采取折中的办法。 The advent of the Internet and Intranets has the potential to accelerate the process of mining all markets for relevant information and for features that can be included in new products.互联网和局域网的来临有可能加快收集不同的市场信息及可用于新产品的市场特征这一过程。 When Citibank introduced its credit card in the Asia-Pacific region, it launched it sequentially and tailored the product features for each country while maintaining its premium positioning.当花旗银行在亚太地区推出信用卡业务时，它在每个国家依次推出并且在维持它的高端定位的同时为每个国家度身打造了一些独特的产品特性。 The genuine Rolex watch is the same certified chronometer anywhere in the world; its positioning – as the timepiece for the elegant high achievers – is the same around the world, as is the advertising messages.真正的劳力士手表在全球都是一样的，它的定位即成功人士的手表正如广告所说的，在全球也是一样的。 The laboratories co-ordinate their efforts by looking at the possibilities of melding product ideas arising from different countries.这些实验室通过协作寻求把产生于不同国家的关于产品的想法加以整合的可能性。 The product itself may have been developed with reference to observations of present and potential customers rather than conventional market research.产品本身的开发也许参考了对现有或潜在户的观察，而不是传统的市场调研。 A decision has been taken to use a standardized advertising theme in these markets, although the copy of the advertisements and language of the TV and radio commercials wil