2. 考研
  3. Language is the primary way in which producers and distributors communicate with consumers. Those involved with personal selling

Language is the primary way in which producers and distributors communicate with consumers. Those involved with personal selling

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问题 Language is the primary way in which producers and distributors communicate with consumers. Those involved with personal selling will find that speaking the local language isn’t optional but a requirement for success. Besides just being able to get the basic information across to the customer, a salesperson also communicates the company’s dedication to the marketplace. All salespeople face an uphill battle when trying to promote a product, but those without the requisite language skills may find that the hill is almost vertical.
Language skills will also come into play when advertising and promotional collateral(brochures, manuals, business cards)are translated. A poorly worded document or mistranslated slogan can sink a sales effort before it even starts.(Wanting to assure their Belgian target audience of the sturdiness of their vehicles, General Motors’ marketeers once translated their slogan of "Body by Fisher" into Flemish. The resulting translation read more like "Corpse by Fisher" with embarrassing results. One could question whether, even if it had been properly translated, the slogan would have had the desired effect on the Belgian consumers.)The choice of brand names will also rely heavily on how the translation or logo design will play in the new market.
Prior to distribution, all translated advertising and promotional materials should be reviewed numerous times by native speakers to uncover potential problems. All administrative and sales personnel who will be working regularly in the target market must have a degree of fluency that will permit their marketing skills to be effective over the long-term.
Understanding the target culture is a continuing difficulty, even for major global market players. Pundits may be claiming that the world is becoming more and more homogenized, but there’s only scant evidence of it in marketing. Cultural challenges are perceptual, and perception changes regularly. Having a firm understanding of what a culture was like a decade ago is of practically no use today. Cultural research must be continually updated if advertising and promotions are to work.
Even cultures that have had a long-term relationship with each other can have difficulty communicating. For instance, though the Paris-based House of Chanel has been a name brand in the United States for many decades, they were unable to reach the American market with an ad that was hugely successful in Europe. The now-famous Egoiste fragrance ad—featuring women screaming out the brand name from the windows of a Riviera hotel—made very little sense to the U. S. consumer. The ad was just " too French" for the United States and demonstrates a lack of market research. Another Chanel advertising campaign, this one for the Coco line, featured scantily clad European pop star Vanessa Paradis swinging on a trapeze inside of a birdcage. This ad was quite successful, even though few in the U. S. market knew who Ms. Paradis was. In this case, the sexual nature of the advertisement crossed the cultural line. The same ad, however, would have been banned in much of Asia and the Middle East.
Very few advertising campaigns succeed in crossing cultural lines on a global basis. Certain categories of products are more easily "globalized" than others. Those that become part of a "lifestyle"(beverages, clothing, personal care, food)are the most common cultural crossers. Thus, Budweiser, Levis, Lancome, and Mars have all had an easy time making cultural inroads. Because these "lifestyle enhancers" are positioned by the "image" they create, they are intentionally directed at youth, who often prefer to separate themselves from the dominant local culture. Advertising schemes that have the greatest chance of succeeding globally exhibit the following attributes: simplicity, directness, humor and clever imagery. All four components should be as broad as possible in composition for the ad to have universal appeal.
选项
答案 语言是生产商、经销商与消费者沟通交流的主要途径。从事销售行业的人会发现能够使用当地语言这一能力并非是可有可无的，而是获得成功的必要条件之一。通过使用当地语言，销售人员不仅能够将基本信息传达给客户，还能够在市场上宣扬公司的宗旨。销售人员成功推销一种商品的过程相当于攀爬一座困难重重的高峰，而那些没有掌握必备语言技能的人会发现这座高峰几乎是垂直、无法攀登的。 除此之外，翻译附带的广告和促销品(小册子、说明书、名片)信息，语言技能也会发挥重要作用。一份选词差劲的文件或一条误译的宣传语可能在销售工作还未启动时便使整个销售计划功亏一篑。(为了向比利时的顾客宣称其车辆的坚固性，通用汽车公司的市场人员曾经将其广告“Body by Fisher”翻译为当地的佛兰芒语。然而，这样翻译的结果令他们尴尬无比，因为翻译后的口号读起来更像“费舍尔的尸体”。我们也能产生这样的质疑，即使口号翻译得不错，也不一定能够从比利时消费者那里取得期望的效果。)因此，在选择品牌名称时，其翻译或标志设计在新市场中将会产生什么样的效果，也非常值得参考。 产品上市前，所有已翻译的广告和宣传资料都应该由说当地语言的人多次检查，以避免出现潜在的问题。那些将在目标市场定期工作的行政和销售人员必须能够相当流畅地使用当地语言，这样他们的营销技巧才能够长期奏效。 了解目标市场的文化并非易事，且需要长期的努力，这同样适用于全球市场的主要参与者。专家也许可以声称这个世界在不断地同化，但在营销方面这种同化并不显著。文化方面的挑战是感性的，而感性又时常发生变化。深刻了解了一个地区十年前的文化模样，对今天而言几乎没有丝毫帮助。如果广告和促销活动想要获得预期效果，企业必须不断更新对文化的研究。 即使两个有着悠久历史关联的文化，也可能出现难以沟通的障碍。举例来说，总部位于巴黎的香奈儿名牌虽然在美国已经风靡了几十年，但他们在欧洲市场获得巨大成功的广告却无法在美国市场达到同样的效果。最近其著名的绅士香水广告中，一群美女在海滨酒店的窗边尖叫着喊出品牌的名字，简直是让美国消费者摸不着头脑。该广告对于美国而言“太法国”了，明显没有进行足够的市场调研。另一个香奈儿可可香水的广告中，衣着暴露的欧洲流行歌手凡妮莎?帕拉迪坐在精致的鸟笼中荡着秋千。即使在美国知道帕拉迪女士的人寥寥无几，这则广告依然获得了巨大的成功。这则广告中所包含的性感本质跨越了文化之间的界限。但是这样的广告，在许多亚洲和中东国家则会受到禁播的待遇。 在全球范围内成功跨越文化界限的广告屈指可数。某些类别的产品比其他产品更容易“全球化”。最常见的成功跨越文化界限的广告多来自于那些成为一种“生活方式”组成部分的产品(饮料、服装、个人护理、食品)。因此，百威啤酒、李维斯牛仔裤、兰蔻化妆品和玛氏食品都曾经轻而易举地打进了不同文化的目标市场。因为这些“生活方式提升产品”由他们创建的“形象”定位，目标直指愿意将自己从主导的本地文化中分离出来的青年受众。最有可能在全球范围内获得成功的广告皆具有以下四个属性：简单、直接、幽默和巧妙的图像。广告若是想要吸引全球消费者的目光，最好是能够将这四点做到极致。
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