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Unit 5
Part B: Think Local, Act Global
因地制宜，放眼全球
——What does business want?
It wants to understand you
企业想要的是什么？他需要的是了解你。
1 A few years ago a company called Euromonitor did a large survey in China. The idea was to find out which products Chine people thought different countries were good at making. The survey found that fashion was the job of the French and Italians. Large pieces of machi
薄烤饼mba案例网nery with wheels were German. Small technological gadgets with screens were Japane. And if you thought something would be bad for your health but you wanted it anyway, then it came from the United States.
几年前，一家名叫欧睿（Euromonitor，信息咨询公司）的公司在中国做了一次大型的调查。本次调查的目的是为了找出一些中国人认为各个国家所擅长的产品。调查发现，法国和意大利做的产品比较时尚。汽车等大型机械是德国人所擅长的。带显示屏的小型科技零件是日本人所擅长的。如果有一些东西，你认为对你的健康有害但你又不得不要，那么它必定来自于美国。
2 ricaMany people still think of companies as “national champions” which reprent their countries like football teams, In fact, the connsus in major business is that the time has come to move away from national origins. That way companies are free to work without worrying about the image people have of the countries they originally come from.
许多人仍然认为所谓的“国家冠军”公司可以代表他们的国家，如足球队。事实上，在主要企业里多数人的意见是当今时代已经远离了国家起源。以那种方式在公司可以自由工作，
不必考虑人们原先来自哪个国家。
3 When business describe themlves as global, this is partly what they mean. A global business will have factories and offices throughout the world. But being global is also an attitude of mind. It reprents a commitment to learn from different cultures, to celebrate what they have in common and respect the ways in which they are different from each other. This is good news for Italian car makers and Japane clothes designers!
windy什么意思啊
专四成绩什么时候出来当商企业把他们自己描述为全球化的时候，这只是他们的部分目的。一个全球化的企业在全世界都有工厂和办事处。但成为全球化也同样是一种思想态度。它代表了一个承诺：向不同文化学习，赞美彼此的相同点和尊重彼此的不同点。对于意大利的汽车制造商和日本的服装设计师们来说，这是一个好消息。
4 Conquently a truly global company tries to understand consumers in local markets. To most of us, shopping is an everyday event which does not need thinking about. Yet there are thousands of highly intelligent people who working lives are dedicated to findichubby bunny
ng out what is in your shopping out basket and why you put it here.
因此，一个真正意义上的全球化公司应该想方设法地了解当地市场的消费者。对于我们多数人来说，购物是不需要考虑的日常小事。然而却有成千上万的高智商的人，他们从事的工作就是致力于找出你的购物篮子里装了什么和你为什么把它放在这。
5 Culture is a very important influence on people’s spending decisions, and all genuinely global companies pay clo attention to what is called “cross –cultural marketing”. Who makes spending decisions in the family? Are children given what they want or taught the meaning of the word “no”? Do people look forward to old age or try and stay as young as possible for as long as they can? What do people think about buying things on credit? The Japane are amongst the world’s richest consumers. Yet many regard credit cards as a crude symbol of wealth and prefer to buy things with cash.
文化对人们的消费决定有着重大的影响，所有真正意义上的国际化公司会紧紧注意着所谓的“跨文化营销”。谁决定着家庭的支出安排？孩子们会得到他们想要的东西还是被教会“不”字的含义？人们期待晚年的到来还是只要可能的话就试着保持尽可能年轻。人们会
凭信誉买东西吗？日本人拥有世界最有钱的消费者。然而还是有很多人认为信用卡是原本财富的象征，他们更喜欢使用现金购物。
6 In China, rearchers have found that people like to try goods out before they buy them. Americans tend to be impresd by a strong sales pitch. And the key to lling things to the British is to make them laugh while you do it.
在中国，研究者们发现人们在买商品前喜欢试一试。美国人往往被高调的推销所吸引。把东西卖给英国人的诀窍就是在你卖东西给他们前将他们逗笑。
7 aoqAs well as differences of culture between societies, there are also differences in attitude within them. Younger people often welcome high tech products becau they reprent change and progress. Others may feel threatened by change. The task here is to market the products in a way which meets the expectations of the first group while reassuring the cond.
和社会之间的文化差异一样，在态度上也同样有所差异。年轻人经常接受高科技的产品，
因为这些产品代表着改变和进步。其他人可能会觉得这些改变有所威胁。此时的任务就是要采用一种方式销售这些产品能够同时满足第一组人的期望和让第二组人接受。
8 Consumers from different cultures may behave differently. But once the differences are recognized, the process of introducing a new brand to a market is the same everywhere. The first step is called “differentiation”. This means getting people to e how a product stands out from the crowd. The next step is to get people to feel that the product is important to them personally by establishing its “relevance”. Then the job is to win respect, or “customer esteem”. Lastly, there is the “knowledge” stage, when people develop a deep understanding of what the brand means and come to trust it.
预告片英文
不同文化背景的消费者可能有着不同的行为。但是一旦这些不同被识别出，那么在任何地方一个新品牌引入市场的方法都是一样的。第一步被称为“差异性”。这意味着让人们看到一个产品是如何从一大堆产品中脱颖而出的。第二步要通过建立“相关性”让人们觉得这种产品对他们来说非常重要。第三步的工作就是要赢得尊重，或者是“消费者至上”。最后，就到了“熟知”的阶段，这时人们对于品牌的含义萌发了极深的认识，并且开始信任他。
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9 This process sounds quite a lot like falling in love. That might sound a strange way of describing how modern companies try to win support in new markets. But a genuinely global company will spare no effort to understand its consumers and meet their high expectations. In the end, it is all about connection with people.
这个过程听起来很有点像谈恋爱一样。这仿佛也可能是一种奇怪的方式，它描述了现代企业是如何赢得新市场的支持。但是真正意义上的全球化公司将会不遗余力地了解他的消费者并且满足他们的高期望。在最后，它其实就是关于人与人的关系。
flash动画音乐Part C Passage one
To understand the marketing concept, it is only necessary to understand the difference between marketing and lling. Not too many years ago, most industries concentrated primarily on the efficient production of goods, and then relied on “persuasive salesmanship” to move as much of the goods as possible. Such production and lling focus on the needs of ller to produce goods and then convert them into money.
