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场。
The development of a marketing strategy encompasses two steps: one is selecting and analyzing a target market; the other is creating and maintaining an appropriate marketing mix.
9) 国际客户的喜爱和需求和国内客户不同。关键在于制定正确的适应特定需求的市场营销战略。
The international customers have different tastes and needs from our domestic customers. The key is in concocting the right marketing strategy tailored to these specific needs.
10) 一般来说，消费者对价格很敏感，并且通常选择较便宜的产品，除非他们确信质量或售后服务是好的。
Generally speaking, consumers are sensitive to price and usually choose the less expensive product unless they can be convinced by quality or after-sales service. Unit 14
对于那些准备乐观地破除重重障碍，愿意继续探寻新方法的人来说， 有着众多的全球商业机会。Opportunities in global business are around for those who are prepared to confront myriad obstacles with optimism and a willingness to continue learning new ways.
一旦你的前期工作确保了进入国际市场的准确时间，下一步的工作就是选择适当的市场进入策略, 将产品或服务输送给你的国外客户。
Once your legwork has confirmed that the timing to enter the international market is all set, the next step is to choose the appropriate market entry strategy to deliver your goods or services to your foreign customers.
目前， 我们还不能考虑合资这种选择，因为合资耗时、资源要求高，并且要不断仔细监督一些如人事、财务、基本经营活动等关键方面。但是，合资可能是开发我公司产品市场最终的步骤。
Presently, we are not in the position to consider joint ventures, because joint ventures are time-consuming and resource-demanding, and will involve continuous and careful monitoring of critical areas such as personnel, finance and basic operations, but this option may be the final step in developing markets for our company’s product.
特许经营是许可证制快速发展的一种方式，通过这种方式特许权一方提供系列产品、 系统及管理服务的标准，而受特许权的一方提供市场、资金和管理人员。
Franchising is a rapidly growing form of licensing in which the franchisor provides a standard package of products, systems, and management services, and the franchisee provides market knowledge, capital, and personnel involvement in management. 由于有合伙人入股，合资企业的政治、经济风险较小，如果要进入有法律、文化障碍的市场，合资比收购现有的企业所承担的风险要小。
Besides serving as a means of lessening political and economic risks by the amount of the partner’s contribution to the venture, JVs provide a less-risky way to enter markets that pose legal and cultural barriers than would be the case in an acquisition of an existing company 通过营销活动的良好协调和整合进行跨国经验交流和专门技术的交换，这也被称为是全球化带来的好处。
Transfer of experience and know-how across countries through improved coordination and integration of marketing activities is also cited as a benefit of globalization.
10. 品牌或企业标识的全球认知有利于加速新产品的引进和增强广告的效率和效果。
Global recognition of brand names and/or corporate logos accelerates new product introductions and increases the efficiency and effectiveness of advertising.
学习参考
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Unit 15
2）电子商务是指通过电子媒体来进行商务活动。这意味着使用简单、快捷、低成本的电子通信手段来进行交易，交易的双方不必进行面对面的会晤。
E-commerce is doing business through electronic media. It means using simple, fast and low-cost electronic communications to transact, without face-to-face meeting between the two parties of transaction.
3) 电子商务的优势几乎是无限的，最重要的是它能够扩大你的客户基础，增加销售总量，而且无疑能够增强你的形象和声望。
The advantages of E-commerce are virtually unlimited, the most important being an increase of your customer base, your overall sales and undoubtedly your image and prestige.
6）传统营销要素由4P组成，即产品、价格、渠道和促销。而电子营销有4C组成，即顾客、成本、便利和沟通。
The traditional marketing is made up of four Ps ? product, price, place and promotion, while E-marketing consists of four Cs ? customer, cost, convenience and communication.
7) 在电子商务世界中，一直需要给消费者、商人和金融机构等建立一个安全的、可以信任的购买环境。
In the world of E-commerce, there is a continuing need to create a safe and trusted purchasing environment for consumers, merchants, and financial institutions alike.
8) 随着电子支付方式的开发，电脑空间结算已经普遍存在，但许多跨国界的公司对公司商务仍然依赖传统的支付手段。这些支付手段具有一定的安全性，但随之而来的是支付迟缓、不必要的成本，甚至有时发生争端。
Cyberspace is rife with newly developed electronic payment scheme but much of cross-border business-to-business commerce still relies on traditional payment methods. These conventional methods offer some level of security but often involve delays, unnecessary costs and sometimes even disputes.
9) 数字产品是电子商务所独有的。虽然目前的交易量很小，但随着带宽的增加，录音和录像可以电子传递，交易量会猛增。
Digital products are unique to E-commerce. Although the transaction volume is small now, as bandwidth increases, and recorded music and videos can be delivered electronically, the transaction volume will soar.
10) 许多企业在审查其产业价值链时发现电子商务可以降低成本，提高产品质量，获得新客户或供应商，为现有产品开创新的销售方式等作用。
Many businesses find as they examine their industry value chains that electronic commerce can play a role in reducing costs, improving products quality, reaching new customers or suppliers, and creating new ways of selling existing products.
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