首页
外语
计算机
考研
公务员
职业资格
财经
工程
司法
医学
专升本
自考
实用职业技能
登录
外语
Next month a large group of British business people are going to America on a venture which may generate export earnings for the
Next month a large group of British business people are going to America on a venture which may generate export earnings for the
admin
2014-01-09
68
问题
Next month a large group of British business people are going to America on a venture which may generate export earnings for their companies’ shareholders in years to come. A long list of sponsors will support the initiative, which will involve a £3-million media campaign and a fortnight of events and exhibitions. The ultimate goal is to persuade more Americans that British companies have something to interest them.
While there have been plenty of trade initiatives in the past, the difference this time round is that considerable thinking and planning have gone into trying to work out just what it is that Americans look for in British products. Instead of exclusively promoting the major corporations, this time there is more emphasis on supporting the smaller, more unusual, niche businesses.
Fresh in the memories of all those concerned is the knowledge that America has been the end of many a large and apparently successful business. For Carringtons, a retail group much respected by European customers and investors, America turned out to be a commercial disaster and the belief that they could even show some of the great American stores a retailing trick or two was hopelessly over-optimistic.
Polly Brown, another very British brand that rode high for years on good profits and huge city confidence, also found that conquering America, in commercial and retailing terms, was not as easy as it had imagined. When it positioned itself in the US as a niche, luxury brand, selling shirts that were priced at $40 in the UK for $125 in the States, the strategy seemed to work. But once its management decided it should take on the middle market, this success rapidly drained away. It was a disastrous mistake and the high cost of the failed American expansion plans played a large role in its declining fortunes in the mid-nineties.
Sarah Scott, managing director of Smythson, the upmarket stationer, has had to think long and hard about what it takes to succeed in America and she takes it very seriously indeed. "Many British firms are quite patronizing about the US," she says. "They think that we’re so much more sophisticated than the Americans. They obviously haven’t noticed Ralph Lauren, an American who has been much more skilled at tapping into an idealized Englishness that any English company. Also, many companies don’t bother to study the market properly and think that because something’s successful in the UK, it’s bound to be successful over there. You have to look at what you can bring them that they haven’t already got. On the whole, American companies are brilliant at the mass, middle market and people who’ve tried to take them on at this level have found it very difficult. "
This time round it is just possible that changing tastes are running in Britain’s favour. The enthusiasm for massive, centralized retail chains has decreased. People want things with some fort of individuality; they are fed up with the banal, middle-of-the-road taste that America does so well. They are now looking for the small, the precious, the ’real thing’, and this is precisely what many of the companies participating in the initiative do best.
The main reason that the British business people are going to America is to______.
选项
A、encourage American consumers to buy their products
B、analyze how American companies attract media coverage
C、look for financial backing from American investors and banks
D、investigate how British and American companies could form partnerships
答案
A
解析
转载请注明原文地址:https://kaotiyun.com/show/yYcO777K
本试题收录于:
NAETI中级口译笔试题库外语翻译证书(NAETI)分类
0
NAETI中级口译笔试
外语翻译证书(NAETI)
相关试题推荐
Americans’ParadoxicalBehaviorOneofthegeneralitiesmostoftennotedaboutAmericansisthatwearearestless,adissati
Nowadays,theinternetishelpingmillionsofspontaneouscommunitiestobloom,suchkindofcommunitiesaredefinedbycommoni
Fireantsmakeuseofanalarmpheromoneto______workerstoanemergency,andtheirscoutslaydownatrailasaguideduringma
NowadayswecanseenumerousforeignfilmsandTVprograms______inandmanyotherimportedproductsdominatingourmarkets.
CitingOhioordinancesthatallowindividualstoseekchargesagainstsomeonethey’veseencommitacrime,sevenEuclidresident
IntheopeningsceneofStepUp2:TheStreets,someonevibratesunderneathasubwayseat.
女士们、先生们、朋友们!一个音符无法表达出优美的旋律,一种颜色难以描绘出多彩的画卷。世界是一座丰富多彩的艺术殿堂,各国人民创造的独特文化都是这座殿堂里的瑰宝。一个民族的文化,往往凝聚着这个民族对世界和生命的历史认知和现实感受,也往往积淀着这个民族
A、TheamountofmoneysenthomebymigrantworkerstotheirfamiliesinLatinAmericahasreachedmorethan$62billion.B、Then
A、Wedecidedtopurchaseacameraforouronlinecourse.B、IknowthatwecannotbeatthepriceforthecameraontheNet.C、The
到2008年,旅游业将成为这个国家的第二大产业。在2000年至2005年间,来到中国的外国游客的人数增加了80%。在2006年,海外游客人数为2,340万。估计有35%的游客来自欧洲和北美,其他则来自于亚洲和世界其他地方。商务旅行占所有海外旅游收入的二分之
随机试题
加工键槽当工件用V形块装夹时,先装好工件,并用百分表接触V形块的两面进行调整。
患者,女性,45岁。因发现左乳肿块1个月入院。查体:双乳大小形态对称,皮肤无红肿、无凹陷,左乳外上限可及一个3cm×5cm肿块,腋窝未扪及肿大淋巴结。此患者可能的诊断有
上腹部钻顶样剧痛症状的疾病是
下列关于中标法定要求的说法中,正确的是()。
在KIS标准版中,如果要更换操作人员,可()。
一个数字占2个字节,一个汉字占4个字节。()
“备案号”栏应填()“运输方式”栏应填()
单位、个体经济户、个人均可以使用银行汇票和商业汇票。()
无论是战后一些国家飞速发展,还是“金砖五国”重构世界版图,奇迹也好,飞腾也罢,都是一步一个脚印干出来的,________有利的发展机遇、________更好的体制机制、________地革除自身弊病、________迎接风险挑战,这是一个长期积累的过程,也
简述罗马共和国早期平民反对贵族的斗争。
最新回复
(
0
)