Unit 10 李培根跨文化营销策略
1 Almost all of us have heard about General Motors trying to ll their Nova model in Latin America and finding out that “no va” in Spanish literally means “it doesn’t go”. And of cour, there was the famous first try of Coca Cola in China,when the translation of the soft drink’s name read “bite the wax tadpole”.
1邓先芙我们几乎都听说过这样一个销售案例:美国通用汽车公司试图在拉丁美洲销售他们的Nova车型，结果发现在西班牙语中，“no va”的字面意思是“它走不了”。当然，同样有名的还有另外一个案例:可口可乐第一次登陆中国市场时，这种软饮料的名字被译成“蛾蚌啃蜡”。
2But cultural awareness in marketing is a lot more than careful translation. There are subtleties and nuances to every culture, and there are just plain tablls. Although most people wouldn’t be able to list the rules of their own culture, they certainly know when tho rules are violated. Our own culture tendd to be “invisible” to us, while differences we run int
猫吃巧克力
o when abroad strike as strange, funny or extrotic. So how much more difficult it to discern the unwritten rules of another country?藕汤
2但是市场营销中的文化意识却远远不只是小心谨慎的翻译而已。每一种文化都有它的微妙和特别之处，同时还有一些直白的忌讳。虽然大多数人都无法详尽地罗列出他们自己文化中的条条框框，但他们却肯定知道什么时候人们违背了他们的文化传统。对我们来说，自己所属的文化往往是看不见的，但是，当我们身处异地时，我们碰到的文化差异却令我们感到古怪、有趣或奇特。因此，要辨明另一国家不成文的规定到底有多么困难呢?
3There is still no substitute for a visit to the target market. When in a foreign place, you’ll undoubtedly become aware of different aesthetica. What flavors, which colors, are ud to attract buyers there? Foods you find unpalatable and decorations you find garish have completely different effects on the natives. Your hosts might ask emingly rude questions such as "How old are you?" and "How much money do you make?" Meals, schedules, transportation, and personal conveniences can't be taken for granted. Prices for the simplest purchas are subject to negotiation. You haven't figured out all the small coins,and you don't understand anyone's name. And it just doesn't smell like home.
3看来，去目标市场进行调查仍然是不二之选了。.当你身处异国他乡时，你就肯定会留意到审美观的差异。在那里，到底哪些味道或颜色更容易吸引购买者?你觉得很难吃的东西或很艳俗的装饰品对当地人来说就完全是另一回事。主人可能会问客人一些看似不礼貌的间题，如“你多大啦?”或“你赚多少钱啊?”饮食、日程表、交通、个人便利等等都不能想当然。即便是购买最普通的物品，你也可以讨价还价。你没弄清楚所有的硬币，你也不懂任何人名字的含意。总之，一切都与在国内时不一样。
二桃杀三士的故事4 A visit is a golden opportunity to absorb the prent-day culture.Every detail that differs from your usual pattern is a clue to the nationals. But also remember that learning the basics of comportment in another culture, though very important in your relationships with clients and contacts, isn't sufficient for planning a full marketing campaign. The simplest cultural differences can strand the grandest plans.
4到目标市场走走也是吸收当今文化的黄金时机。任何与你平时生活模式有所不同的细节都能透露出当地居民的行为方式。但同样要记住的是，在培养和发展与客户或联系人的社会关系时，学会另一文化的规范行为举止虽然很重要，但这并不足以助你做一个全面的营销策划。最简单的文化差异也能搁浅最宏伟的计划。
5 In Japan, for example, a major houhold products company spent many millions of dollars on a marketing campaign in advance of introducing its laundry detergent. Nevertheless, when the detergent was made available, sales were miniscule. In fact, few shops stocked the soap. Non-tariff trade barriers? No, it was something much simpler. The typically US "large, economy-sized" boxes were far too big and bulky for the tiny Japane retail establishments. And Japane houwives don't usually have cars——they walk to the stores and carry their purchas home, to very small living spaces.
5例如，在将其洗涤剂引入日本市场之前，一家大型的家用产品公司花了数百万美金进行了市场营销活动。尽管如此，当他们的洗涤剂在日本上市时，销量却客客无几。事实上，几乎没有商店储备这种肥皂。是非关税贸易壁垒的缘故吗?不是，真正的原因要简单得多。典型的美国式经济大包装对于空间狭小的日本零售店来说俨然是“庞然大物”。而且，日本的家庭主妇一般没有车，她们步行到商店，然后买了商品拎回家—个很小的处所。
6 Cultural factors influence consumer behavior. The factors include religion, superstation, family structure,cuisine,language and local history but estend to attitudes ab
钟于out such issues as government, work authority, age, environment, space and time, and male-female relationships. Finally, there is that difficult-to-define national n of humor which often doesn't translate from one culture to another. Beyond concrete demographics, the attitudes are not as easy to circumscribe and pin down; besides, attitudes, even culturally ingrained ones, do change.
6不同的文化因素—diy烘焙不仅包括宗教、迷信、家庭结构、饮食、语言和当地的历史，还延伸到对待事物的各种观念如政府、工作、权威、年龄、环境、时空和男女关系—都会影响人们的购买行为。最后，一种文化里的幽默感是很难界定的，而且这种幽默通常难以通过另一种文化领会或设释。除了具体的人口统计数据之外，很难清楚地界定或确定这些观念;而且，即使是带上文化烙印的根深蒂固的各种观念也确确实实在改变。
7 The target language is easily determined, but beware of generalities. The Spanish language in Spain is not the same as in Latin America.And we've all heard about the 10,000 spoken dialects in Chine, but also realize that the "old" characters` are still ud in Singapore, other nations and regions. The have largely been supplanted with "
禁毒手抄报简单又漂亮
simplified" characters on China's mainland that are now, since reunification, being spread to Hong Kong SAR. Most Chine under 40 years old on the mainland can't read the old-style writing.
7目标语很容易确定，但切忌笼统概括。在西班牙使用的西班牙语与在拉丁美洲使用的西班牙语并不完全一样。我们都听说过在汉语里大约有10,000种口语方言，而且我们也都意识到新加坡、其他一些国家和地区还在使用繁体汉字。但在中国大陆地区，繁体字已经基本上被简化字取代了。自从香港回归以来，这一趋势也扩展到了香港特别行政区。在大陆，大多数40岁以下的中国人已经不会读繁体字了。
8 Combine superstition and language for amplified effect.In China and Japan, the number four has the same pronunciation as the word that means "death". Conquently, a "4" in your company name or contact information might have a negative implication. The number eight, however, is considered lucky, and many products are named "88" or "888". Phone numbers with eights denote good fortune, and real estate with eights in the address is likely to ll more quickly—especially if the price ends in "888". The beliefs a
re so prevalent that hospitals in Hong Kong SAR were flooded with near-term pregnant mothers on August 8th, 1988 (8/8/88), demanding induced delivery or even Caesarian ctions so their babies would have lucky birthdays. And 1988 was also the auspicious "Year of the Dragon" in the traditional Chine calendar.
