课程咨询

GRE首页 GRE课程 GRE动态 0元讲座 GRE模考网站

新东方在线 > GRE > GRE阅读 > 正文
扫码关注掌握一手留学资讯

扫码关注掌握一手留学资讯

回复XDF免费领

水平测试和备考资料

扫码关注公众号

GRE双语阅读材料：在非洲建立品牌效应

2018-04-13 15:09:00来源：网络

　　Building brands in Africa——Pyramid scheme

　　在非洲建立品牌效应：金字塔计划

　　To reach Africa's poorest consumers, face-to-face contact works best

　　要获得非洲最穷困消费者的心，最好莫过于面对面交流

　　DISPOSABLE nappies take up much of the shelf space at the ABC Supermarket in Kliptown, a district of Soweto, an urban sprawl west ofJohannesburg.

　　约翰内斯堡西部城市扩张到Soweto，一次性尿布充斥在Soweto的Kliptown地区的ABC超市的货架上。

　　Kliptown is a baby town, says Mossa, the ABC's owner.

　　Kliptown是一座婴儿镇，ABC超市店主Mossa说。

　　His store carries a wide range of nappies, from global brands such as Huggies and Pampers to less familiar lines fromEgyptandTurkey.

　　他的商店里摆放着各种类型的尿布,哈吉斯和帮宝适这样的全球品牌到埃及,土耳其一些不太出名的品牌.

　　Outside its doors a team of locals is promoting Huggies to passing mums.

　　在超市门外,则有一队本地人给那些路过的妈妈们促销哈吉斯尿布。

　　Like Pampers they are sold singly so parents can buy one for when a reliable nappy is critical.

　　像帮宝适这样的尿布，他们就是单独地卖，因此父母们可以因为尿布的可靠性而信赖这品牌从而为它买单。

　　However, says the team leader, Sipho, Huggies also come in a bag that will safely store a used nappy until it can be binned.

　　然而，这队促销者的队长Sipho说，哈吉斯也开始提供可以放置使用过尿布的袋子，直到它们被扔进垃圾桶也不会泄露。

　　Sipho's team works for The Creative Counsel, a firm that specialises in marketing to the poorest consumers at the bottom of the pyramid, a term popularised by the late C.K. Prahalad, a management guru.

　　Sopho的团队创意忠告这家公司工作，这家公司专门面向处于金字塔底端的最穷困消费者们经营，金字塔底端这个词在管理领袖C.K.Prahalad时代后期流行起来。

　　TCC was established in 2001 as a two-person advertising agency by Ran Neu-Ner and Gil Oved.

　　TCC公司于2001年有两个广告代理机构Ran Neu-Ner 和 Gil Oved创建。

　　It has grown into one of South Africa's largest.

　　在南非，它已经是行业里的佼佼者。

　　As well as Kimberley-Clark, the maker of Huggies, its clients include Unilever, Danone and Vodacom, part of Vodafone.

　　和哈吉斯制造商Kimberley-Clark一样，它的客户包括联合利华集团，法国达能集团和南非沃达康集团及沃达丰集团部分业务。

　　TCC wins business because, as well as crafting a sales message, it can deploy a small army of people like Sipho to deliver it.

　　TCC赢得商机是因为，一方面它能制作销售信息，另一方面能部署想Sipho这样的团队人才来推广销售。

　　In the past international firms often took a simplistic view that African consumers aspired to a Western lifestyle, says Mr Oved.

　　过去，国际公司经常对非洲消费者持有过分简单化的观念，就是他们向往欧洲式的生活方式，Oved说。

　　But billboard and newspaper campaigns based on that premise lacked impact.

　　但是基于这些观念的广告和报纸宣传缺乏实际影响力。

　　Imported television ads dubbed in local vernacular were scorned.

　　以本地方言配音进口的电视广告受到了嘲笑。

　　Building brand loyalty among low-income shoppers is a job best done by folk who speak the language and know the lives of people they are selling to.

　　在低收入消费者中建立起品牌忠诚度的差事最好交给当地说着方言，并且很了解他们销售商品的顾客的生活的人来做。

　　That is why in places like Soweto TCC employs locals to work as cheerleaders for brands.

　　那就是Soweto的TCC公司雇佣当地人为品牌作宣传队长的原因。

　　Its promoters can be found in strip malls and taxi ranks, and at funerals and weddings.

　　在葬礼、婚礼，零售店、计程车候车站，到处可见TCC的促销员们。

　　Red-shirted Vodacom promoters dispense advice on phones and call plans.

　　穿着红色T恤的沃达康促销员们给顾客提供电话和话费套餐的建议。

精彩内容第二页继续......

本文关键字:

上一页 1 2 下一页

添加新东方美研助教回复【GRE】获取

模考真题|写作题库|阅读机经|佛脚词汇

更多资料

添加美研助教号，
回复【GRE】获取备考必看资料包

  • 1.打开手机微信【扫一扫】，识别上方二维码；
  • 2.点击【添加美研助教号】，回复对应关键字领取学习资料。
更多>>
更多内容

关注新东方美研助教

回复【GRE】获取备考必看资料包

新东方美研备考资料
更多>>
更多惊喜>>

添加美研助教号，
回复【GRE】获取备考必看资料包

  • 1.打开手机微信【扫一扫】，识别上方二维码；
  • 2.点击【添加美研助教号】，回复对应关键字领取学习资料。
更多>>
更多资料
我要
反馈 返回
首页
  • 1
  • 2
  • 3
  • 4
  • 5
  • 6
  • 7
  • 8
  • 9
  • 10