4-2A: Marketing Takes Over
4-2A：营销占据主导地位
Introduction 介绍
Many simply assume that marketing is about advertising, which then generates sales that equates to revenue. However, marketing is more than that, various steps take place.
许多人简单地认为营销就是广告，然后产生相当于收入的销售额。然而，营销远不止这些，它还包括各种步骤。
Markets often talk about price, place, product, and promotion while on the other hand thinking of consumers and competition. In this section, you will take on the role of marketers. Let us start marketing!
市场经常谈论价格、地点、产品和促销，而另一方面考虑消费者和竞争。在本部分中，您将扮演营销人员的角色。 让我们开始营销吧！
Learning Goals 学习目标
-
- Define international business terms
定义国际商业术语 - Describe changes made to products and services to adapt them to different cultures
描述对产品和服务所做的改变，以适应不同的文化 - Describe cultural challenges international companies face
描述跨国公司面临的文化挑战 - Analyze the challenges a company faces getting a product to different markets
分析公司将产品推向不同市场所面临的挑战 - Explain the importance of understanding consumer differences when marketing globally
解释在全球营销时了解消费者差异的重要性 - Compare the logistics of delivering a product locally, nationally, and internationally
比较本地、国内和国际运送产品的物流
- Define international business terms
The Iconic Market Skewer 标志性的市场串烧
Marketing is the sum total of all activities involved in getting goods and services from the original producer to the ultimate consumer. These include activities such as market research, product development, pricing, advertising and promotion, sales, and logistics. The main purpose of marketing is to sell the output of production, and all of the marketing activities just mentioned are focused on that primary function. If you can produce 50,000 sweaters, you need marketing to make sure you sell 50,000 sweaters.
营销是将商品和服务从原始生产者运送到最终消费者的所有活动的总和。这些活动包括市场调研、产品开发、定价、广告和促销、销售和物流等。营销的主要目的是销售生产的产品，刚才提到的所有营销活动都集中在这一主要功能上。如果你能生产 50,000 件毛衣，你就需要营销来确保卖出 50,000 件毛衣。
It is important for marketing to have a consistent focus and feel. Terry O'Reilly, author of the marketing book "This I Know" and host of the CBC radio broadcast "Under the Influence", states that a marketing program for a company or product is like a kebab. A kebab consists of different food ingredients, all held together by a skewer. Just as there are many elements on the kebab to barbueque, there are many elements of the marketing plan, and all of these components need to be "skewered" with the same marketing strategy and focus.
营销必须有一致的重点和感觉。营销书籍《我知道》的作者、CBC 广播节目《影响之下》的主持人 Terry O'Reilly 表示，公司或产品的营销计划就像烤肉串。烤肉串由不同的食物成分组成，所有成分都用串肉叉串在一起。就像烤肉串上有许多元素一样，营销计划也有许多元素，所有这些元素都需要用相同的营销策略和重点“串”起来。
Marketers often talk about the four Ps and two Cs of marketing. You may have encountered these concepts in a pervious course.
营销人员经常谈论营销的 4P 和 2C 。您可能在之前的课程中遇到过这些概念。
The Four Ps of Marketing:
营销的四个 P：
The Two Cs of Marketing:
营销的两个 C：
- Consumers 消费者
- Competition 竞赛
Now let us understand these concepts visually, look below:
现在让我们直观地理解这些概念，如下所示：
The product, which is what is for sale, will often be sold outside of Canada which means it must be modified. These modifications are made to adapt to a foreign culture, language, or laws, and occur primarily in the following areas: weight, colour, legal, language, and labelling requirements, ingredients, and style.
所出售的产品通常会在加拿大境外销售，这意味着必须对其进行修改。这些修改是为了适应外国文化 、语言或法律，主要涉及以下方面：重量、颜色、法律、语言和标签要求、成分和风格。
Package weights: 包装重量：
Canada is on the metric system, which uses grams and kilograms to express weight. The United States (Canada's main trading partner) does not use the metric system. It is the only major industrialized country that remains on the imperial system, which expresses weight in ounces and pounds. Any product packaged for export to the United States must have imperial weights or volumes on the package.
加拿大采用公制，以克和千克表示重量。美国（加拿大的主要贸易伙伴）不使用公制。它是唯一一个仍使用英制的主要工业化国家，以盎司和磅表示重量。任何出口到美国的产品包装上都必须标有英制重量或体积。
Package colours: 包装颜色：
Colours have symbolic meanings, but these vary from one culture to another. White is a symbol of purity in Canada, but of death in China. Yellow symbolizes courage in Japan. A package colour that has positive associations for Canadian consumers might elicit the opposite reaction in another country. Marketers should research the cultural preferences of consumers in the country they are exporting to avoid costly packaging mistakes.
颜色具有象征意义，但不同文化的象征意义各不相同。白色在加拿大象征纯洁，而在中国象征死亡。黄色在日本象征勇气。对加拿大消费者来说具有积极联想的包装颜色在其他国家可能引起相反的反应。营销人员应研究其出口国消费者的文化偏好，以避免代价高昂的包装错误。
Legal requirements: 法律要求：
Every country has laws that affect the packaging of goods that are sold there, most often about the environmental impact of the packaging. Many countries have elaborate fee structures that can cost an exporter more than the packaging itself if the packaging material is considered environmentally unfriendly. For example, if a Canadian company is selling its product in Denmark, it needs to be aware of the extensive taxes levied on environmentally harmful products, such as additional taxes on disposable tableware, plastic bags for products less than five liters, and pesticides.
每个国家都有法律来规范在该国销售的商品的包装，最常见的是有关包装对环境的影响。许多国家都有复杂的收费结构，如果包装材料被认为对环境不友好，出口商的成本可能比包装本身还要高。例如，如果一家加拿大公司在丹麦销售其产品，它需要注意对环境有害的产品征收的大量税款，例如对一次性餐具、五升以下产品的塑料袋和杀虫剂征收的额外税款。
Language requirements: 语言要求：
The information on the package must be translated into the language of the target country. Some countries, such as Ireland, Switzerland, India, and Canada, have language regulations that require two or more languages to appear on packages.
包装上的信息必须翻译成目标国家的语言。一些国家（如爱尔兰、瑞士、印度和加拿大）有语言规定，要求包装上必须出现两种或两种以上的语言。
Labeling Requirements: 标签要求：
Marketers must investigate labeling regulations in their target foreign markets. There are different regulations in many countries concerning ingredients and food-value labeling, product warnings, and even the picture of the product that is used. In California, cars must have a label that provides consumers with the vehicle's global warming score. As well, food labels in the U.S. must have the name, manufacturer, and distributor on the package. The lettering on food labels must be at least 1.6 millimeters high.
营销人员必须调查目标国外市场的标签法规。许多国家对成分和食品价值标签、产品警告，甚至所用产品的图片都有不同的规定。在加利福尼亚州，汽车必须贴有标签，向消费者提供车辆的全球变暖评分。此外，美国的食品标签必须在包装上标明名称、制造商和经销商。食品标签上的字体高度必须至少为 1.6 毫米。
Ingredients: 原料：
Many countries have strong taboos, both religious and cultural, that prohibit the use of certain products, particularly food items. Islam, Hinduism, Buddhism, and some branches of Christianity do not permit the consumption of alcohol, for example. Jews and Muslims do not eat pork. Hindus do not eat beef. If a potato-chip manufacturer wanted to sell snacks in a Hindu country, such as India, it would have to make sure the chips were not fried in beef fat.
许多国家都有严格的宗教和文化禁忌，禁止使用某些产品，特别是食品。例如，伊斯兰教、印度教、佛教和基督教的一些分支都不允许饮酒。犹太人和穆斯林不吃猪肉。印度教徒不吃牛肉。如果一家薯片制造商想在印度这样的印度教国家销售零食，就必须确保薯片不是用牛油煎炸的。
Some prohibitions are primarily culturally based. Many vegetarians, for example, do not purchase wool, leather, and other products that come from animals. Other ingredients that cause concern within certain cultures include some sugar substitutes, nuts, gluten, and chemicals such as monosodium glutamate (MSG) - because large segments of the population consider them to be unsafe or unhealthy.
有些禁令主要基于文化。例如，许多素食者不购买羊毛、皮革和其他动物制品。其他引起某些文化担忧的成分包括一些糖替代品、坚果、麸质和谷氨酸钠 (MSG) 等化学物质 - 因为大部分人认为它们不安全或不健康。
Style: 风格：
What the people of one country find fashionable, people of another country might find embarrassing or offensive. Style capitals such as Paris, London, Milan, and New York expect cutting-edge products, while stylish people in many other cities create street fashion. Fashion and style are very difficult to export. Marketers often adapt their products to conform to the styles that are popular in their target market.
一个国家的人认为时尚的东西，另一个国家的人可能会觉得尴尬或冒犯。巴黎、伦敦、米兰和纽约等时尚之都期待尖端产品，而许多其他城市的时尚人士则创造街头时尚。时尚和风格很难出口。营销人员经常调整他们的产品以符合目标市场流行的风格。
The Place Matters!
地点很重要！
The place is where the product is sold. The place is dependent on the customer, Business-to-consumer (B2C) strategies sell directly from the producer to the consumer. Business-to-business (B2B) strategy sell from businesses to other businesses. For Canadian businesses, B2B is more common than B2C and is critical to Canada's economy.
地点是产品销售的地方。地点取决于客户， 企业对消费者 (B2C) 策略直接从生产者销售到消费者。 企业对企业 (B2B) 策略从企业销售到其他企业。对于加拿大企业来说，B2B 比 B2C 更常见，对加拿大经济至关重要。
Some products have a short distribution chain. The product is sold directly from the producer to the consumer. Other transactions need intermediaries such as an importer, wholesaler, or retailer.
有些产品的分销链较短。产品直接从生产商销售给消费者。其他交易则需要中介，例如进口商、批发商或零售商。
Specialty distribution channels
专业分销渠道
Producer-importer-wholesaler-retailer-consumer is a more traditional distribution chain. Coffee, tea, and toys are examples of products in a traditional distribution chain. However, in today's changing world there are a variety of specialty channels. These include television channels, catalogs, and telemarketing. One of the most successful specialty channels worldwide is the vending machine. In Japan, 5.52 million vending machines are selling a variety of products, including eggs, umbrellas, hamburgers, and even puppies. The machines can tell you the weather and will even take your selfie.
生产商-进口商-批发商-零售商-消费者是一条更为传统的分销链。咖啡、茶和玩具是传统分销链中的产品示例。然而，在当今不断变化的世界中，存在着各种专业渠道。这些渠道包括电视频道、目录和电话营销。全球最成功的专业渠道之一是自动售货机。在日本，有 552 万台自动售货机出售各种产品，包括鸡蛋、雨伞、汉堡包甚至小狗。这些机器可以告诉你天气，甚至会为你拍照。
Another type of specialty channel critical for international business is the trade show; a collection of manufacturers and distributors who rent space set up display booths and sell their products to registered buyers who seek products in a specific industry. Trade shows provide buyers with a large number of product sources under one roof and save them hundreds of hours and thousands of dollars in buying trips. For sellers, the trade show is often their major sales event.
另一种对国际业务至关重要的专业渠道是贸易展；一群租用空间的制造商和分销商设立展示摊位，向寻求特定行业产品的注册买家出售产品。贸易展为买家提供了一站式的大量产品来源，为他们节省了数百小时和数千美元的采购行程。对于卖家来说，贸易展通常是他们的主要销售活动。
What are Distribution Channels?
什么是分销渠道？
Producers: A company that creates and supplies a good or service.
生产商 ：生产并供应商品或服务的公司。
Importer: A company that helps with entry into new countries and provides information about border crossings, cultural differences, and legal requirements. It may or may not take ownership of the goods, also referred to as broker, agent, or industrial sales representative.
进口商 ：帮助进入新国家并提供有关过境、文化差异和法律要求信息的公司。它可能拥有或不拥有货物所有权，也称为经纪人、代理人或工业销售代表。
Wholesaler: A company that purchases products in bulk from a variety of sources, warehouses, the goods, and then resells them to retailers or other businesses.
批发商 ：从各种来源、仓库批量购买产品，然后将其转售给零售商或其他企业的公司。
Retailer: A company, large or small, that sells directly to the consumers. Examples include department stores, big box stores, boutiques, convenience stores, supermarkets, and open-air markets.
零售商 ：直接向消费者销售产品的公司，无论大小。例如百货公司、大型商场、精品店、便利店、超市和露天市场。
Look at the flow chart below to understand how the distribution channels work!
查看下面的流程图，了解分销渠道如何运作！
Further Exploration 进一步探索
If you'd like to further explore concepts, please discuss the following questions with your class:
如果您想进一步探索概念，请与您的班级讨论以下问题：
- Name five ways a product can be adapted to an international market.
说出五种使产品适应国际市场的方法。 - What should marketers consider about the place before they launch the product?
营销人员在推出产品之前应该考虑哪些因素？ - Why do you think there are various requirements in place for a product?
您认为为什么对一个产品会有各种不同的要求？ - Compare the various distribution chains and channels. What are the differences?
比较各种分销链和渠道。它们有什么区别？
Now that you have an understanding of international marketing procedures, you can check your understanding with the following quiz. Complete the self-check quiz below.
现在您已经了解了国际营销流程，您可以通过以下测验检查您的理解。 完成下面的自测测验。
4-2A: Marketing Takes Over Self-Check Quiz
4-2A：营销接管自我检查测验
Success Criteria 成功标准
Before moving on to the next section, make sure you understand the following:
在继续下一部分之前，请确保您了解以下内容：
I can define product. 我可以定义产品。
I can define place. 我可以定义地点。
I can define price.
我可以定义价格。
I can define promotion. 我可以定义促销。
I can explain why marketers consider product, place, price, and promotion before launching a product.
我可以解释为什么营销人员在推出产品之前要考虑产品、地点、价格和促销。
I can explain why marketers think about consumers and competition before launching a product.
我可以解释为什么营销人员在推出产品之前要考虑消费者和竞争。
I can describe that marketers have to make changes to a product.
我可以描述营销人员必须对产品做出的改变。
I understand that marketers can make changes to the product due to the place and culture.
我理解营销人员可以根据地点和文化对产品做出改变。
I explain the cultural challenges that companies face when launching a product internationally.
我解释了公司在国际上推出产品时面临的文化挑战。
I describe how certain products can be viewed as offensive in certain places when launched internationally.
我描述了某些产品在国际上推出时在某些地方会被视为冒犯的原因。
I understand the challenges a company faces getting a product to different markets.
我了解公司将产品推向不同市场所面临的挑战。
I can explain the how companies need to follow certain requirements when launching a product which can be a challenge.
我可以解释公司在推出产品时需要遵循哪些要求，这可能是一个挑战。
I can explain consumer differences.
我可以解释消费者的差异。
I can describe consumer differences such as styles, package colour, package weight.
我可以描述消费者的差异，例如款式、包装颜色、包装重量。
I can explain why there are legal, language, and labelling requirements when marketing globally.
我可以解释为什么全球营销时有法律、语言和标签要求。
I can explain distribution channels as a part of logistics.
我可以将分销渠道解释为物流的一部分。
I can describe the flow of these distribution channels in international marketing.
我可以描述这些分销渠道在国际营销中的流程。
最后修改时间：2020 年 4 月 7 日星期二上午 5:47