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论文作者:英语论文网论文属性:学期论文 termpaper登出时间:2015-05-26编辑:wangjinjin点击率:5812
论文字数:1184论文编号:org201505251252418766语种:英语 English地区:英国价格:免费论文
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摘要:在当今世界想要做到开发国外市场,面临的挑战越来越艰难,只有对这个国家过去的经济进行仔细深入的研究考察,你才能把握关键点,通往成功。
Some other multi-national companies are notorious for struggling with identifying to the common individual, they therefore opted for a different approach. Instead of reaching out and trying to establish a one on one relationship with its customers, these companies treat their clientele as a whole. In her article published in The Journal of Language for international Business and titled, Global advertising a la Francaise: Designing Ads that Speak to French Consumers (2005), Martin noted the following:
A typical example is the two-page Microsoft ad recently used in France containing imagery from Paris on one page and Tokyo on the other. The headline reads 'One second between sunset and sunrise', essentially underscoring the importance of maintaining instant and continuous communication with business partners and clients in various locations around the globe. (p. 80)
Most of the cases exposed so far were dealings with companies that successfully dealt with the pressures and obligations of adapting on foreign ground. But there are more stories of failures out there that there are of success. Learning about the marketing landscape of the country in which you wish to introduce a new product is critical in order not to negatively shock the audience. It is a point that has been greatly overlooked in the past, even among the most successful international companies out there. Nothing can illustrate this self-destructive marketing move quite as accurately as the Proctor and Gamble case of 1935, as Irina Six noted in her article, What Language Sells: Western Advertising in Russia (2005), published in The Journal of Language for International Business:
A Spectacular example of an advertising flop was Proctor and Gamble's commercial for feminine hygiene products. (…) Aiming to capture the whole of the Russian market with a quick and aggressive advertising blitz, Proctor and Gamble aired commercials for their product on TV. (…) However, in Russia personal hygiene are simply not discussed in public. The mass advertising of feminine hygiene products provoked a very intense backlash in the people and it was embarrassing for both men and women. It even started a movement in rural Russia called 'against the advertising of hygiene products, for female honor'(I. Six, 2005, p. 5).
There are many more stories of failed campaign similar to Proctor and Gamble's case and successful international companies today have learne本论文由英语论文网提供整理,提供论文代写,英语论文代写,代写论文,代写英语论文,代写留学生论文,代写英文论文,留学生论文代写相关核心关键词搜索。