【英语翻译Ofalltheforcesaffectingmodernmarketing,perhapsnoneismoreimportantthanglobalization.Sincethe1980s,technologicaladvancessuchasglobaltelephoneandcomputernetworkshavereducedgeographicandevenculturaldistance.Asar】

　　英语翻译

　　Ofalltheforcesaffectingmodernmarketing,perhapsnoneismoreimportantthanglobalization.Sincethe1980s,technologicaladvancessuchasglobaltelephoneandcomputernetworkshavereducedgeographicandevenculturaldistance.Asaresult,companiescannowbuysuppliesandproduceandsellgoodsincountriesfarfromtheirhomeoffices.Productsconceivedinonecountryarenowbeingmanufacturedandthensoldinmanyothers.Forexample,Sony(Japan),Nestle(Switzerland),Bic(France),andVolkswagen(Germany)havebecomehouseholdwordsaroundtheworld.

　　Althoughbeingabletomarketgoodsfarfromhomepresentscorporationswithmanynewopportunities,italsomeanstheyfacenewcompetition.Localcompaniesthatneverevenconsideredinternationalcompetitionnowfindforeigncompetitorsstockedonshelvesrightalongsidetheirownproducts.Someeconomistsarguethatlocalcompaniesshouldbeprotectedfromsuchcompetitionthroughlegislationthatregulatestheflowofgoodsthroughtradebarriersandothermeasures.Othersopposesuchregulation,arguingthatitonlyraisespricesforconsumers.

　　Globalization,however,isonlyoneforcechangingthewaycompaniesmarkettheirproductsorservices.Anotherinvolveschangesintheveryinterestsanddesiresofconsumersthemselves.Consumerstodayaremoresophisticatedthanthoseofpastgenerations.Theyattendschoolforamuchlongerperiodoftime;theyareexposedtonewspapers,magazines,motionpictures,radio,television,andtravel;andtheyhavemuchgreaterinteractionwithotherpeople.Theirdemandsaremoreexacting,and

　　theirtastebecomesmorevolatile.Marketstendtobesegmentedaseachgroupcallsforproductssuitedtoitsparticulartastes."Positioning"theproduct-thatis,determiningtheexactsegmentofthepopulationthatislikelytobuyaproduct,andthendevelopingamarketingcampaigntoenhancetheproduct'simagetofitthatparticularsegment-requiresgreatcareandplanning.Thistypeofcampaignisknownastargetmarketing.

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