英语高手请进 英语翻译
Of all the forces affecting modern marketing,perhaps none is more important than globalization.Since the 1980s,technological advances such as global telephone and computer networks have reduced geographic and even cultural distance.As a result,companies can now buy supplies and produce and sell goods in countries far from their home offices.Products conceived in one country are now being manufactured and then sold in many others.For example,Sony(Japan),Nestle(Switzerland),Bic(France),and Volkswagen(Germany)have become household words around the world.
Although being able to market goods far from home presents corporations with many new opportunities, it also means they face new competition. Local companies that never even considered international competition now find foreign competitors stocked on shelves right alongside their own products. Some economists argue that local companies should be protected from such competition through legislation that regulates the flow of goods through trade barriers and other measures. Others oppose such regulation, arguing that it only raises prices for consumers.
Globalization, however, is only one force changing the way companies market their products or services. Another involves changes in the very interests and desires of consumers themselves. Consumers today are more sophisticated than those of past generations. They attend school for a much longer period of time; they are exposed to newspapers, magazines, motion pictures,radio,television, and travel; and they have much greater interaction with other people.Their demands are more exacting,and
their taste becomes more volatile. Markets tend to be segmented as each group calls for products suited to its particular tastes. "Positioning" the product-that is ,determining the exact segment of the population that is likely to buy a product, and then developing a marketing campaign to enhance the product's image to fit that particular segment-requires great care and planning. This type of campaign is known as target marketing.
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尽管能够在远离家乡的地方销售产品给公司提供了许多新的机遇，但这也意味着他们面临着新的挑战。从未考虑过国际竞争的本地公司会在自己的产品旁边发现国外的竞争者的产品上架。一些经济学家表示，本地企业应该通过设置贸易壁垒规范货物流通的立法和其他措施来受到保护。其他反对此类规范的人则认为这只会使消费价格上升。
然而，全球化只是改变企业销售其产品或服务方式的一种力量。另一种力量则牵涉到消费者自身的利益和需求。如今的消费者比过去的几代人都更为精明。他们上学的时间要长得多，他们受到报纸、杂志、电影、广播、电视和旅游的影响，同时他们受其他人的影响也多得多。他们的要求更为严格，他们的品味变得更加反复无常。市场有被分为各组不同产品以满足特殊品味的趋势。对产品的“定位”——也就是，准确地确定一部分可能购买某一产品的人群，然后开发一个商业活动来提升产品的形象，以满足这一特殊群体——需要极佳的管理和计划。
虽然能够市场商品远离家乡介绍了公司的很多新的机遇，这也意味着他们所面对的新的竞争。本地公司表示，甚至从来没有考虑国际竞争，现在寻找外国竞争者储存在货架上的权利，除了他们自己的产品。一些经济学家认为，本地公司应得到保护，免受这种竞争透过法例规管货物流通，通过贸易壁垒和其他措施。其他人反对这种规例，认为它不仅引起了价格的消费者。
然而，全球化是只有一个力量改变了公司的市场，其产品或服务。另一个涉及的变化非常的利益和愿望，消费者本身。如今的消费者是更先进的比过去几代人。他们上学长得多的时间内，他们接触到报纸，杂志，电影，广播，电视，和旅行;和他们有更大的互动与其他人.他们的要求更严格，
他们的口味变得更加动荡不定。市场往往被细分为各组要求的产品适合其特别的口味。 “定位”产品，就是确定确切的人口群体是可能购买的产品，然后制定一个营销活动，以提高产品的形象，以适应特定业务板块的需要伟大的照顾和规划。这种类型的运动，被称为目标营销。
