毕业论文外文翻译--全球化的市场(编辑修改稿)

毕业论文外文翻译--全球化的市场(编辑修改稿)内容摘要：

er every crevice of life. Commercially, nothing confirms this as much as the success of McDonald39。 s from the Champs Elysees to the Ginza, of CocaCola in Bahrain and PepsiCola in Moscow, and of rock music, Greek salad, Hollywood movies, Revlon cosmetics, Sony televisions and Levi jeans everywhere. Hightouchproducts are as ubiquitous as hightech. Starting from opposing sides, the hightech and the hightouch ends of the mercial spectrum gradually consume the undistributed middle in their cosmopolitan orbit. No one is exempt and nothing can stop the process. Everywhere everything gets more and more like everything else as the world39。 s preference structure is relentlessly homogenized. Consider the cases of CocaCola and PepsiCola, which are globally standardized products sold everywhere and weled by everyone. Both successfully cross multitudes of national, regional and ethnic taste buds trained to a variety of deeply ingrained local preferences of taste, flavor, consistency,effervescence and aftertaste. Everywhere both sell well. Cigarettes,too, especially Americanmade, yearly make global inroads on territories previously held in the firm grip of other, mostly local, blends. These are not exceptional examples. (Indeed, their global reachwould be even greater were it not for artificial trade barriers.) They exemplify a general drift toward the homogenization of the world and how panies distribute, finance and price products. ^ Nothing is exempt. The products and methods of the industrialized world play a single tune for all the world, and all the world eagerly dances to it. Ancient differences in national tastes or modes of doing business disappear. The monality of preference leads inescapably to the standardization of products, manufacturing, and the institutions of trade and merce. Small nationbased markets transmogrify and expand. Success in world petition turns on efficiency in production, distribution, marketing and management, and inevitably bees focused on price. The most effective world petitors incorporate superior quality and reliability into their cost structures. They sell in all national markets the same kind of products sold at home or in their largest export market. They pete on the basis of appropriate value ! the best binations of price, quality, reliability and delivery for products that are globally identical with respect to design, function and even fashion. That, and little else, explains the surging success of Japanese panies dealing worldwide in a vast variety of products both tangible products like steel, cars, motorcycles, hifi equipment, farm machinery, robots, microprocessors, carbon fibers, and now even textiles, and intangibles like banking, shipping, general contracting, and soon puter software. Nor are highquality and lowcost operations inpatible, as a host of consulting organizations and data engineers argue with vigorous vacuity. The reported data are inplete, wrongly analyzed and contradictory. The truth is that lowcost operations are the hallmark of corporate cultures that require and produce quality in all that they do. High quality and low costs are not opposing postures. They are patible, twin identities of superior practice. To say that Japan39。 s panies are not global because they export cars with lefthand drive to the United States and the European continent, while those in Japan have righthand drive, or because they sell office machines through distributors in the United States but directly at home, or speak Portuguese in Brazil is to mistake a difference for a distinction. The same is true of Safeway and Southland retail chains operating effectively in the Middle East, and to not only native but also imported populations from Korea, the Philippines, Pakistan, India, Thailand, Britain and the United States. National rules of the road differ, and so do distribution channels and languages. Japan39。 s distinction is its unrelenting push for economy and value enhancement. That translates into a drive for standardization at high quality levels. Vindication of the Model T If a pany forces costs and prices down and pushes quality and reliability up while maintaining reasonable concern for suitability customers will prefer its worldstandardized products. The theory holds, at this stage in the evolution of globalization, no matter what conventional market research and even mon sense may suggest about different national and regional tastes, preferences, needs and institutions. The Japanese have repeatedly vindicated this theory, as did Henry Ford with the Model T. Most important, so have their imitators, including panies from South Korea (television sets and heavy construction), Malaysia (personal calculators and microputers), Brazil (auto parts and tools), Colombia (apparel), Singapore (optical equipment) and, yes, even from the United States (office copiers, puters, bicycles, castings).Western Europe (automatic washing machines), Rumania (housewares), Hungary (apparel), Yugoslavia (furniture) and Israel(pagination equipment). Of course, large panies operating in a single nation or even a single city don39。 t standardize everything they make, sell, or do. They have product lines instead of a single product version, and multiple distribution channels. There are neighborhood, local, regional,ethnic and institutional differences, even within metropolitan areas. But although panies customize products for particular market segments, they know that success in a world with homogeniz。