2024年5月8日发(作者：现在什么牌子的笔记本电脑好)

Unit 10 跨文化营销策略

1 Almost all of us have heard about General Motors trying to sell their Nova

model in Latin America and finding out that “no va” in Spanish literally means

“it doesn’t go”. And of course, 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 those rules are violated. Our own culture tendd to be

“invisible” to us, while differences we run into when abroad strike as strange,

funny or extrotic. So how much more difficult it to discern the unwritten rules of

another country?

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 used to attract buyers there? Foods you find unpalatable and

decorations you find garish have completely different effects on the natives. Your

hosts might ask seemingly 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 purchases 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。

4 A visit is a golden opportunity to absorb the present-day 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