首页
登录
职称英语
Globalisation is the more or less simultaneous marketing and sale of identic
Globalisation is the more or less simultaneous marketing and sale of identic
游客
2023-12-05
53
管理
问题
Globalisation is the more or less simultaneous marketing and sale of identical goods and services around the world. So widespread has the phenomenon become over the past two decades that no one is surprised any more to find Coca-Cola in rural Vietnam, Accenture in Tashkent and Nike shoes in Nigeria. The statistic that perhaps best reflects the growth of globalization is the value of cross-border world trade expressed as a percentage of total global GDP: it was around 15% in 1990, is some 20% today and is expected by McKinsey & Company, a consulting firm, to rise to 30% by 2015.
Use of the word in this business context is alleged to go back at least as far as 1944, but its first very visible appearance was in the writings of Theodore Levitt, a professor of marketing whose article published by Harvard Business Review in 1983 was entitled "The Globalization of Markets". In it he foresaw "the emergence of global markets for standardised products on a previously unimagined scale of magnitude".
In "Can We Sustain Globalization?", a report published in 2007 by SustainAbility, a consulting firm, the authors wrote: Frustratingly Levitt did not provide a compelling definition of globalization in his article — and the void has subsequently encouraged a dizzying proliferation of competing definitions.
The report claims to have come across more than 5,000 of them. SustainAbility’s favourite is one provided by two Economist journalists. Globalization, they wrote, "is the freer movement of goods, services, ideas and people around the world".
The concept was popularised by an American journalist, Thomas Friedman, in his book The World is Flat. Published in 2005, it reached the top of several bestseller lists with its headline message that the world is now just one big integrated market.
Globalization has been encouraged by: the growing liberalization of markets around the world, giving western multinationals access to customers they never thought they would reach; easy internet access and cheap international telecommunications, the most obvious manifestation of which is call centres in India that are servicing customers and corporations in Europe and the United States; the rapid growth of large developing countries such as China, India and Brazil, and their growing demand not only for western consumer goods and technologies but also for goods and services from other developing countries. Trade between China and Africa, for instance, rose from $3 billion in 1995 to over $32 billion in 2005.
Companies have approached globalization in two distinct ways. On the one hand are those such as Gillette and Heineken that have made little concession to local tastes and manufacture their goods in a few centralized production facilities that follow strictly uniform standards. "The product must be the same everywhere," wrote a Heineken chairman recently. "To ensure quality, every 14 days our breweries send samples to professional tasters in the Netherlands."
On the other hand are companies that tailor their products or services for each local market. Among them are Japanese carmakers such as Toyota, which now has plants in several countries producing for local markets, and Coca-Cola, which never tastes quite the same from one country to the next. A former chief executive of Coca-Cola admitted that the company had once upon a time changed its globalization strategy. "We used to be an American company with a large international business," he said. "Now we’re a large international company with a sizeable American business." [br] Which of the following is true of Coca-Cola’s approach in globalization?
选项
A、It produces goods by uniform standards.
B、It caters to the taste of local markets.
C、It loses business to keep the quality standards.
D、It changes its taste in order to reduce cost.
答案
B
解析
推理判断题。文章最后一段提到了可口可乐公司市场全球化策略:即每个地方的可口可乐口味都不完全相同, 以此来迎合各地市场的不同需求,所以[A]错误,[B]正确。[C]没有提到。最后一段第一句说有的公司市场全球化策略是迎合地方市场的需要, 第二句举例说明可口可乐正是这样以改变口味来迎合地方市场的, 所以可口可乐改变口味不是为了降低成本,排除[D]。
转载请注明原文地址:https://tihaiku.com/zcyy/3247896.html
相关试题推荐
Tounderstandthemarketingconcept,it’sonlynecessarytounderstandthe
Tounderstandthemarketingconcept,it’sonlynecessarytounderstandthe
Tounderstandthemarketingconcept,it’sonlynecessarytounderstandthe
Tounderstandthemarketingconcept,it’sonlynecessarytounderstandthe
Tounderstandthemarketingconcept,it’sonlynecessarytounderstandthe
Tounderstandthemarketingconcept,it’sonlynecessarytounderstandthe
Thephenomenonthatwordsofdifferentmeaningsareidenticalinsoundiscalled
Globalisationisthemoreorlesssimultaneousmarketingandsaleofidentic
Tounderstandthemarketingconcept,it’sonlynecessarytounderstandthe
Tounderstandthemarketingconcept,it’sonlynecessarytounderstandthe
随机试题
VOLAREGIFTSHOP343HedgeStreet,HickoryHills,IL60457www.volaregifts.com
Asabusinesswoman,Icaredeeplyaboutmycustomers.Butlikeanyoneforwh
Peoplestudytheirfamilyhistoryfordifferentreasons.Forsome,genealogy
存款保险实行限额偿付,最高偿付限额为人民币()。A.20万元 B.50万元
标准羽毛球场地长13.4米,单打场地宽()米,双打场地宽6.10米。A.5.
门静脉的重要属支有A.附脐静脉 B.肝静脉 C.右卵巢激素 D.脾
1岁小儿,已诊断为“化脓性脑膜炎”,曾用“青霉素加氯霉素”治疗,病情好转。近3天
根据上图,原材料上涨速度最快的年份是: A2005年 B2006年
下列关于正态分布曲线的描述正确的有()。A.关于x=μ对称 B.关于x=μ不
全口义齿戴用一段时间后出现颞下颌关节病症状和髁突后移的原因是A.确定垂直距离过低
最新回复
(
0
)