论文代写:国际市场营销

12 12月 论文代写:国际市场营销

论文代写:国际市场营销

本节介绍了一些大的失败在国际营销的历史,由于一些原因。所有这些失败背后的主要原因是缺乏特定的信息,特别是国际市场。所有这些失败有助于营销专业人士了解和认识到适当的市场研究过程的重要性,以及在国际市场营销过程中的营销环境的合适的知识。
汇丰银行银行是世界领先的银行之一,拥有多项国际业务。该银行在2009年内发生了巨大的损失,当它被迫改变其国际运动。该行有一个营销活动的名称,“什么都不承担”。但是在世界上许多国家的标语翻译成了“做什么”。这是由于汇丰银行银行的市场营销专业人员缺乏国际市场的语言知识而发生的。最后,银行花了近1000万美元来改变营销活动的“全球私人银行的口号“(Ghose,2001)。
国际营销失败的另一个例子是在中国肯德基的营销业务介绍。当肯德基进入中国市场在上世纪80年代末,它开始开展营销活动的口号,“手指舔好”没有任何先验知识在中国国内语言口号的翻译。在中国这个口号的翻译是接近的一句话,“吃你的手指,“这是一个好的品牌宣传。该组织受到负面影响,由于在国际市场上的营销环境的知识贫乏(罗,2007)。
另一个国际营销失败包括在世界上最大的汽车制造商之一,福特。福特在比利时开始了其营销业务的口号,“每辆车都有一个高品质的身体”。但这个口号的翻译是非常接近的词,“每辆车都有一个高质量的尸体”,这显然对相应的国际市场营销活动的组织非常负面的影响(matthyssens,2000)。

论文代写:国际市场营销

This section describes a number of large failures in the history of international marketing due to a number of reasons. The major reason behind all of these failures was the lack of specific information regarding the particular international market. All of these failures help the marketing professionals to understand and realise the importance of proper market research process and suitable knowledge of the marketing environment in the process of international marketing.

  • HSBC bank is one of the world’s leading banks and has a number of international operations. The bank incurred a huge loss in the year of 2009, when it was forced to change its international campaign. The bank had a marketing campaign with the name, “Assume Nothing”. But the translation of the tagline in many countries in world became “Do Nothing”. This occurred due to the lack of knowledge of the marketing professionals in the HSBC bank regarding the language of the international market. In the end, the bank spent close to 10 million US dollars to change the tagline of the marketing campaign to “The world’s private bank” (Ghose, 2001).
  • Another example of international marketing failure is the introduction of the marketing operations of KFC in China. When KFC entered the Chinese markets in the late 1980s, it started carrying out the marketing activities with its slogan, “finger lickin’ good” without any prior knowledge to the translation of the slogan in the domestic language of China. The translation of the slogan in China was close to a phrase, “eat your fingers off” which was a bad publicity for the brand. The organisation got affected negatively due to the poor knowledge of the marketing environment in the international market (Luo, 2007).
  • Another international marketing failure included one of the biggest automobile manufacturers in the world, Ford. Ford started its marketing operations in Belgium with the slogan, “Every car has a high quality body”. But the translation of the slogan was very close to the phrase, “Every car has a high quality corpse”, which obviously had a very negative effect on the marketing activities of the organisation in the corresponding international market (Matthyssens, 2000).
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