Wk#12 (4/2-4/6)

Chinese 309 | Phoenix Claws and Lion’s Head: Food and Chinese Culture
三年中文: 中國的飲食文化

課程題目與目標 Lesson Topic & Goals:
題目 #3: 现代饮食文化 – 中国台湾城市的新餐饮文化与跨國文化的食品广告资讯

学习目标:
1. 學習國內外一些特別受歡迎的跨國食品及品牌歷史故事。
2. 從網上廣告媒體來學習廣告詞語和廣告資訊的發展。
3. 了解現代中國和華裔社會的新飲食文化。

Online gradebook at: www.engrade.com/sunlaoshi.

Record Voicethread Comments:


星期一課堂題目及活動 (Monday 4/2):_____________________________

Complete Vociethread Recording based on Friday’s class and the following reading assignment 閱讀 Wk 11.2:
可口可乐公司究竟有什么营销策略,把品牌、产品,成功地推荐消费者,让他们越来越喜爱呢?  在中国99%以上可口可乐系统员工都是中国员工,而且,产品98%的原材料都是在中国采购本地化比例是相当高的。可口可乐公司奉行三个环相扣的营销策略。一是让产品无处不在任何时候、任何地点消费者想喝可口可乐产品,就可以买得到。二是当消费者想喝饮料时,首先想到要喝的饮料,就是可口可乐品牌的饮料,这是可口可乐公司希望做得到的。三是当消费者付出这个价钱的时候,觉得是物有所值的。可口可乐公司不光在中国,在全世界都是应用这个策略。可口可乐公司把这样的营销策略叫做3P,代表三个英文字。无处不在是Pervasiveness,心中首选是Preferece,物有所值是Price to value。

功課: (Reading assignment due Week#12 before Monday’s class):
1. Complete 閱讀 Wk 12.1: (post an English translation under Week #12 Comments)
a. 在前几年,可口可乐的策略是三个A,指让我们的消费者在购买我们的产品时,买得到买得起乐得买,跟这个是差不多的。但是3P的策略更提高一个层次。…可口可乐的品牌、质量让消费者有这个信心。可口可乐的营销策略有很多要配合的销售和管理方法,还有市场策略、广告策略、定价策略、销售网络的安排,还有送货服务、顾客服务的安排,所有这些都是紧紧相扣的。
b. 产品需要跟消费者联系、接近,打广告也是很重要的一环。用怎么利用某些场合、某些文化的象征向消费者表达产品。可口可乐在不同国家的广告,有些跟中国风格完全不同,是根据当地的文化情况来做的,如印度、美国。可口可乐希望用不同风格的广告跟不同的观众群传递信息。当然可口可乐还有其他的广告,对小朋友用卡通片做广告,年轻人或家庭欢聚时,也有不同的广告特别为他们传递一些信息。

星期三課堂題目及活動 (Wed. 4/4):______________________________
中國辯論隊的學生來參加我們的課。和中國學生進行互動討論。見生詞:

星期五課堂題目及活動 (Friday 4/6):_____________________________

No new reading assigment for Monday 4/9 – complete reading Week #12.2 – c. and d. Post English translation if you have not already. Students who have imcompleted assignments, please complete them ASAP. Students who miss today’s class (Huiting, Yujun, Manning, Fulin & Yuanbo), please make it up by make an oral recording on 12.2 or 12.1 reading assignment on this week’s Voicethread slide.

More Reading Assignments

功課: Reading assignment 12.2 due Week#12  before Friday’s class –  post an English translation under Week #12 Comments:

Wk 12.2:
c. 广告形象虽然重要,但如果产品本身有问题、不达标,是不能卖的。可口可乐很注重品控过程和质量保证,这是可口可乐品牌信誉的一个最重要的因素。没有品质,没有质量,就没有信誉。在可口可乐的生产过程中,必须尽量保持生产效率。譬如说1年可以生产100万吨饮料的工厂,如果经营效果可增加到200万吨,还是同样的厂、100个工人的话,经营效率、生产量、生产力,盈利力都能提高。这就是为什么可口可乐常常要把工厂更新,把生产能力提高。
d. 营销网络也很重要,每到一个地方,要对当地的生意有认识,得跟当地的合作伙伴合作,才有很好的营销网络。这样生意就可以很快在当地发展起来,不用从头开始去认识这个市场,合作伙伴是很重要的。另外是训练人才,可口可乐很重视这一点。在中国各地都有训练中心、管理学院,对不同等级、不同岗位的员工给予不断的训练。

Next Week’s Assignment:

Wk 13.1
e. 可口可乐创造许多就业机会。也发展供应商,提高他们的水平,推动客户的业务。可口可乐不是把汽水扔给他们去卖,而做了很多工作去帮助客户开展业务,怎么去陈设铺面,怎么把货架生动化,怎么把生意铺开,这是可口可乐协助客户的一项很重要的工作。
f. 可口可乐整个系统是一个共富的哲学——一同创造财富,令所有可口可乐的系统成员都可以分享到财富创造的机会。同时,可口可乐公司非常重视对社会的回馈。譬如说,在教育方面作了很多捐赠。另外可口可乐还赞助了一些别的体育项目,譬如游泳、排球、垒球和体操,来推动中国体育的发展。在这个社会里做生意,要把部分的利益回馈社会,这是可口可乐公司的原则。

Assignment#5 第十一/十二週個人功課 (Due next Wednesday 4/11 – NEW DATE – before class – turn in a hard copy)
1. 根据第十一/十二周(Wk 11.1, 11.2, 12.1, 12.2, 12.3)阅读资料,写出一段大意包括三个重点 (300-400字) – 手写或打字都可以。
2. 列出20个重要生词,加注拼音和英文。
3. 选择6个句型点或语法点,造句。可用加线红字的词组或自己选择。
4. 改正。(Due Week #14)

補充閱讀 Supplementary Readings:
Suppl. 13-1
IBM微软以及谷歌成为Interbrand第11年全球最佳品牌榜上的风云品牌。谷歌(第4位)品牌价值与去年相比飙升36%,与对手微软(第3位)的差距缩小到史无前例的水平。在新商业模式以及品牌平台的推动下,惠普(第10位)品牌价值大幅提升并首次进入前十。可口可乐则连续11年蝉联品牌价值榜榜首。(2010年資料)
Suppl. 13-2 尽管全球经济低迷,奢侈品牌卡地亚(第77位)、阿玛尼(第95位)、路易威登(第16位)、古驰(第44位)、蒂芙尼(第76位)以及爱马仕(第69 位)等均以持续投资强化其品牌传统以及不可替代的品牌地位而保持了品牌价值的持续增长。卓越的客户服务以及独特的店铺和网络体验使这些奢侈品牌能够在消费者纷纷减少支出的大环境下依然立于不败之地。

33 thoughts on “Wk#12 (4/2-4/6)

  1. a. 在前幾年,可口可樂的策略是三個A,指讓我們的消費者在購買我們的產品時,買得到、買得起、樂得買,跟這個是差不多的。但是3P的策略更提高一個層次。…可口可樂的品牌、質量讓消費者有這個信心。可口可樂的營銷策略有很多要配合的銷售和管理方法,還有市場策略、廣告策略、定價策略、銷售網絡的安排,還有送貨服務、顧客服務的安排,所有這些都是緊緊相扣的。
    In recent years, Coca-Cola’s used the 3A tactic to persuade consumers to purchase their products: Available, Affordable and Acceptable. Although this is similar to the 3P tactic, 3P raises thing to another level, and their brand and quality provides consumers with confidence. Many aspects such as marketing and supervising methods need to accommodate Coca-Cola’s tactics. Other tactics include taking the marketplace, advertisement, and different pricings into account. Additionally, the company needs to arrange for internet sales, product delivery, and customer service; these are all closely related.

    b. 產品需要跟消費者聯系、接近,打廣告也是很重要的一環。用怎麼利用某些場合、某些文化的象征向消費者表達產品。可口可樂在不同國家的廣告,有些跟中國風格完全不同,是根據當地的文化情況來做的,如印度、美國。可口可樂希望用不同風格的廣告跟不同的觀眾群傳遞信息。當然可口可樂還有其他的廣告,對小朋友用卡通片做廣告,年輕人或家庭歡聚時,也有不同的廣告特別為他們傳遞一些信息。
    Products need to be related to consumers, so advertisements are a very important step. How does the company take advantage of certain situations and cultures to convey products to consumers? In different countries such as India and the States, Coca-Cola produces advertisements that are completely different than China’s depending on the local regions’ culture. Coca-Cola uses different advertisement styles in hope of relaying their message to different audience groups. Certainly, Coca-Cola still has other advertisements such as targeting children with cartoon commercials, and other different commercials directed towards young adults or when families gather.

  2. 慧婷
    English Translation

    (A) A few years ago, coca cola’s strategies(s) is 3 A’s, at the time when we depend on our consumers to buy our products, they buy it, its affordable, they are happy to buy it, with this is the great majority. However the 3P’s strategies raised it to the next level. Coca cola’s brand name allowed consumers to have confidence in quality. Coca cola’s marketing strategies have a lot of important sales and management methods, also having marketplace strategies, advertisement strategies, price strategies, distribution network arrangements, also having delivery services, customer service arrangements, all of which are closely related.

    (B) The product needs contact with the consumer, being close to the advertisement is also a very important part. With how to use some situations, a symbol of some cultural expression to consumer products. When coca cola is advertising to different countries, some styles with China is completely different, according to the local culture’s situation is how we compose it, such as India and the US. Coca cola hopes to use styled advertisements with different audiences to transmit information. Of course coca cola also has other advertisements, towards children they use cartoon advertisements, young people or households advertise happiness together, also using different advertisements that especially transmit information to them.

  3. 耀桐

    a. In previous years, Coca-Cola’s strategy was the 3 A’s, which permitted a majority our customers to both affordably buy our product and happily buy our product. But the 3P strategy raised this to the next level. Why? The quality of the Coca-Cola brand allows the consumer to have this confidence. Coca-Cola’s marketing strategies have many important and complementary sales and management strategies, as well as market tactics, advertising tactics, pricing tactics, online sales plans, in addition to a distribution service, and customer service plans, all of which tie closely together.

    b. The product requires contact with the consumer, and advertising is an important link to the product. How do you use some situations and some cultures’ symbols to convey the product to consumers? Coca-Cola advertises in different countries and regions, some of which have different styles than China, and advertisements are made according to local cultures and situations, such as India and the U.S. Coca-Cola hopes to use different advertising styles to convey information to different consumer groups. Of course Coke has other ads for children that use cartoons, and other ads specifically meant to pass information to young people or gathered families.

  4. a. In the past few years, Coca-Cola’s strategies have been the 3A’s. This refers to consumers to buying Coca-Cola products: buy (Available), able to buy (Affordable), happy to buy (Acceptable). However, the 3P strategies (Pervasiveness, Preference, and Price to value) will even more increase the sales and bring Coca-Cola to the next stage… The Coca-Cola brand gives consumers faith in the quality of the product. Coca-Cola’s marking strategies are geared towards the current market and management method, they also have market strategies, advertising strategies, strategies on determining prices, plans for sales on the internet and also a delivery service, plans to take care of customers, and all of these are closely intertwined.
    b. The demand for the products and consumers are connected and approaching closer than ever, making advertisements a very important link between the two. What is utilized on what occasions and different culture’s symbols towards consumers express products. In different countries, Coca-Cola’s advertisements have a few styles that are completely different with those used in China. This is because the advertisers look at the different cultural situations before they produce advertisements. For instance advertisements in India and America would be different. Coca-Cola wishes to use different styles of advertisements with different groups of audiences to pass on information. Of course, Coca-Cola also has other differences in advertisements, for children cartoons are used in advertisements, for young people or families gathering together, there are also different advertisements, especially in order to transmit some information.

  5. What marketing tactics does Coca-Cola employ to make consumers so fond and confident in their brand and products? Over 99% of Coca-Cola’s staff working in China are Chinese, in addition 98% of their products produced in there are for consumption by the Chinese. This has led to a high rate of localization of Coca-Cola products for the Chinese market. To succeed Coca-Cola has pursued three interlocking marketing strategies. The first one is perseverance of their product so that at any time, any place, if a consumer wants to drink coke they can certainly do so. The second focuses on when a consumer wishes to drink something the first thing that comes to mind is the Coca-Cola brand and the want to obtain one of their beverages. The third and final strategy is price. When a consumer is purchasing their product they want them to think the value of the product is well priced. These three marketing tactics are not only pursued within the Chinese market but all over the world as well. This marketing strategy is named the 3 Ps.

  6. a) In the past few years, Coca Cola’s tactics have been the 3 P, referring to allowing our consumers at the time of purchase to be able to find, be able to afford and be happy to buy our products, more or less. The 3 P tactic, however, further rose to another level. The Coca Cola trademark represents quality that allows consumers to have confidence. Coca Cola’s marketing tactics have many important compatible sales and management methods; furthermore, market, commercial, pricing, internet marketing arrangements, product delivering services and customer service set up, are all tightly knit together.
    b) Products need to connect with, to get close to, consumers; commercials are also a very important component. Using different exploitations of certain situations, certain cultural symbols, they convey the produce to consumers. Within different countries’ commercials, some are completely different from the Chinese style. They are made according to local cultural state of affairs, such as India, America. Coca Cola hopes to use different styles of commercials to transmit information to different audiences. Of course, Coca Cola also has other commercials, such as using cartoon ads that are aimed towards children, ads for young people or families during joyous gatherings, as well as different commercials that are especially for the transmission of some information.

  7. 12.1 Translation

    In the few years before, Coca-Cola’s tactics where the 3 A’s; letting us, as consumers, to buy products when we can get it, when we can afford it, and when it makes us happy. But the 3 P’s tactic takes it to the next level such as Coca-Cola’s brand name and what image it portrays to consumers to let them be confident its quality. Coca-Cola’s marketing tactics have to match the market as well as management methods. There also has to be market tactics, advertisement tactics, pricing tactics, online sales arrangement, delivery service, and customer relations which are all closely related.
    The product needs to be connected to the consumers and advertisements are also important to help the cycle. It is important to know how to use certain situations or cultural symbols in order to maintain good consumer response to products. Coca-Cola has advertisements in various countries and some are completely different from Chinese styles. Like India and America, their advertisements go according to local cultures and circumstances. Coca-Cola hopes to use different styles of advertisements with different groups of audiences to transmit their message. Of course, Coca-Cola has other advertisements for different audiences. For small kids, they use cartoons to make ads and use younger people or families to transmit their messages.

  8. Week 12.1 Translation
    a. 在前几年,可口可乐的策略是三个A,指让我们的消费者在购买我们的产品时,买得到、买得起、乐得买,跟这个是差不多的。但是3P的策略更提高一个层次。…可口可乐的品牌、质量让消费者有这个信心。可口可乐的营销策略有很多要配合的销售和管理方法,还有市场策略、广告策略、定价策略、销售网络的安排,还有送货服务、顾客服务的安排,所有这些都是紧紧相扣的。
    In the past few years, the Coca-Cola’s strategy has three parts that when a consumer purchases their product, they can buy, afford, and is glad to buy their product. The 3P strategy enhances a level. The Coca-Cola brand’s quality lets the consumer have confidence in their product. The Coca-Cola marketing strategy only works if the management coordinates. The market strategy, advertisement strategy, fixed price strategy, sales network arrangement, delivery serve, and customer service arrangement must coordinate.

    b. 产品需要跟消费者联系、接近,打广告也是很重要的一环。用怎么利用某些场合、某些文化的象征向消费者表达产品。可口可乐在不同国家的广告,有些跟中国风格完全不同,是根据当地的文化情况来做的,如印度、美国。可口可乐希望用不同风格的广告跟不同的观众群传递信息。当然可口可乐还有其他的广告,对小朋友用卡通片做广告,年轻人或家庭欢聚时,也有不同的广告特别为他们传递一些信息。
    The product needs to relate closely with the consumer so the advertisement strategy is very important. For example: how to use certain situations and certain cultural symbols to express the product to the consumer. The Coca-Cola ads in the U.S. are somewhat different from the Chinese ads. The Coca-Cola Company hoped that using different styles of advertisements would transmit the same message to different audience groups. Certainly the Coca-Cola Company has other types of advertisements. For example: children respond better to cartoon ads, while young people or family responds to ads that depict a joyful reunion. There are different advertisements specifically designed for certain audience groups to transmit the same information.

  9. A. In previous years, Coca Cola’s strategy was three A’s, aimed at consumers purchasing of Coca Cola’s products. Availability, Affordability, and Appeal. But the 3P strategy emphasized one stage even more. Coca Cola’s brand name and quality give consumers confidence in the product. Coca Cola’s marketing strategy wants to be compatible with sales and managerial methods, as well as the market tactics, advertising, pricing, online sales, delivery, and customer service, all of this is very closely intertwined.

    B. The products have to connect and get closer to the consumer, making advertisements is a very important aspect of this. Exploit certain situations, or a symbol of cultural expression. Coca Cola’s advertisements in different countries differ stylistically from advertisement in China. Advertisements are tailored to the local cultural situation, i.e. America and India. Coca Cola hopes to use different styles of advertising with different audiences to transmit information. Coca Cola also has different advertising strategies, such as cartoons for children, or advertisements especially aimed at giving information to young people and family coming together.

  10. 甲) A few years ago, the Coca-Cola Company’s tactics were threefold: to let us as consumers, when we buy our merchandise, to buy freely, affordably and happily — the 3A principle. However, 3P tactics (another principle) increased this by one more level. The Coca-Cola’s brand and quality allow the consumer to have this confidence. Coca-Cola’s marketing scheme has many closely related sales and management methods, in addition to is advertisement, pricing and Internet marketing arrangements and delivery and client services setups. All these things are closely tied together.
    乙) The products require a close connection to the consumer and advertisement is a very important step, especially how to take advantage of circumstances and cultural symbolism of the consumer to convey goods. Coca-Cola advertisements in certain countries are completely different from those in China and are based on local cultural significances, which arise. For example, in India and the United States, Coca-Cola uses different styles of advertisement and different audience groups to transmit information. It is only natural that Coca-Cola also has other advertisements: for children, they will use cartoons to advertise. They have ads for when young people or families gather, and different ones especially for them to pass on the messages.

  11. 元博
    4/2/12

    A.
    In these next few years, the Coca Cola company has three tactics. When we as consumers go to buy products, we look for, availability, affordability, and happiness. These are almost exactly Coca Cola’s strategy, but the 3 P strategy has been raised to another level. Coca Cola’s brand name and quality make customers have confidence in its products. Coca Cola’s marketing strategy has many relations with sales and management methods, as well as market tactics, advertising tactics, pricing tactics, internet sales, delivery service, arranging customer service; all of these strategies are closely tied together.

    B.
    There is a connection between product needs and consumers, and doing advertising is an important ring. They take advantage of certain situations, certain cultural symbols, that will make consumers express the product. Coca Cola has different advertising in different countries, some not completely unlike the Chinese style. The advertisements are done according to local circumstances, such as in India and America. Coca Cola hopes to use different styles and different audiences to convey information. Of course, Coca Cola also has different advertisements, those for small children use cartoons. Young people or families are together and happy, and they have different advertisements specifically so they can pass on some information.

  12. See corrections.

    In America, we have certain views on foreign products (such as China), what are your views on foreign products (such as
    America)?
    我們在美國對外國(中國)的某些產品有(not特別 use特定)的看法(add或有時候會有些成見),你們對外國(美國)的產品有什麼看法?

    What brands do you like?
    你們喜歡什麼牌子?

    Do you think that China and America are becoming more and more similar because of consumerism?
    (delete根據消費主義)(add中國現在的經濟發展讓很多中國人成為高消費者),你們覺得中國跟美國越來越像嗎?

  13. See corrections and additions.

    Belinda, Lev, Phillip

    In general, how do you think foreign media or programming (for example on TV or the internet, etc.) is received in China?
    (change 一般来说,你觉得在中国外国节目的制作(比如说电视,网络, 等等)收到怎么样? to 在中国能透过电视或网络看到一些美国或西方国家制作的新闻或娱乐节目吗? 你们看过这样的节目吗? 一般来说,中国人多这样的节目有什么感想?

    What kind of American products are popular in China? Food, clothes, movies, etc.?
    在中国什么样的美国产品是最受欢迎的?(add 比方说) (add有什么外国)食品衣服(的牌子一般人比较知道的),(add或者有什么特别受欢迎的美国)电影(和乐团歌手),等等?

  14. See corrections and additions.

    Monica and Max

    (add不知道你都是不是第一次来美国?) And then ask:

    来美国之前,你对美国有什么(not 影响should be印象)?现在呢?
    What impression of the United States did you have before you came here. And now?

    你吃过美式中国菜?有什么感觉?(You can explain the different: 美式中国菜当然不是很地道的…)
    Have you eaten American style Chinese food before? What do you think about it?

  15. See corrections and additions.

    Brandon, Travis, Yvonne
    Please save your first two questions, which are not related to our topic: 1)現在中國的政府有很多的改變。你覺得怎麼樣?你希望中國的未來應該怎麼樣?
    2)你覺得中國和美國的關係怎麼樣?那一方面是最重要的一點?

    3)我們的課主要討論食物還有飲食文化。來了(add美国)以後,你對美國(add本地)的食物或是(add西方)飲食文化(add的)(not想法use看法)有沒有改變?
    4)oung (Explain American young people’s mentality as a consumer FIRST.) (add美国大学生买东西都不太在乎牌子,他们穿的吃的都很简单也不要花太多钱….)你覺得中國的年輕人跟美國的年輕人的消費習慣有什麼不同的地方(add吗)?

  16. See corrections and additions.

    questions for Chinese students:

    在美国, 有很多人担心现在的广告越来越太个人的,这是隐私的问题。你觉得在中国这也是一个问题吗?
    中国的大学生(change看什么因素来决定买什么to 买东西时会受到什么因素的影响来决定他们要买什么东西)?
    一般来说,中国消费者喜欢买什么样的(not名牌)(add牌子)?
    你们比较喜欢买美国(add或进口)的产品或者中国(add自己制造的)产品?为什么?

  17. 甲) Marketing campaigns, although important, are useless if the product itself is lousy and cannot sell. Coca-Cola pays quite a bit of attention to product control processes and quality assurance. For Coco-Cola, this is the most important element of the brand’s reputation. Without product quality, the company would lose its reputation. Over the manufacturing process, Coca-Cola must maintain production efficiency. To illustrate, a factory which can produce one million tons of beverages in one year can raise production to two million tons. Additionally, the same plant employing 100 efficient workers can increase both productivity and profitability. This is why Coca-Cola often replaces its old factories with new ones so as to increase production capacity.
    乙) Internet marketing is also important as when Coca-Cola engages each region, it wants local business to recognize it and to work with it, ultimately to build a good marketing network. Cooperative partners are very important as this kind of model can help it develop locally rapidly without it needing to start anew to engage the marketplace. Additionally, Coca-Cola takes particular care training its representatives. There are training centers and management schools in all parts of China that give personnel of different ranks and jobs continuous training.

  18. A. In recent years Coca-Cola has used the three A tactics: Available, Affordable, and Acceptable to lure consumers to buy their products. The three A tactics are similar to the 3 Ps, but takes the 3 Ps take Coca-Cola’s marketing tactics one step further. These tactics have led to great consumer confidence in the Coca-Cola brand and quality because of the implementation of many appropriate methods in marketing and management. In addition Coca-Cola also puts the market place, price variation, and advertising into consideration, as well as the setting up of internet sales, transportation services, and customer service. All of these are closely related.
    B. Products must be closely related to the consumer therefore advertising is very important. So what kind of occasions and cultural symbols does Coca-Cola use to advertise their product? Since Coca-Cola is in numerous countries other than China such as India and the United States, there are many different styles of advertising used depending on which culture they are advertising in. Coca-Cola wishes to use different styles of advertising with different audiences to transmit their message. Coca-Cola of course uses other advertisements targeting children with cartoons or other different advertisements meant for young people and family gatherings.

  19. Translated the wrong paragraph for Monday and posted under Week #11; here’s the correct translation:

    a. In previous years, Coca Cola’s tactic was the three A’s, which refers to that when our customers purchase our products they are Available, Affordable, and Acceptable. However, the 3P tactic raised things to another level. Consumers have confidence in the quality of the Coca Cola brand. Coca Cola’s marketing tactic corresponds very much with sales and the method of management, as well as the market tactic, advertising tactic, pricing tactic, online sales plan, and delivery service and customer service plan; all of these are tightly linked together.

    b. The product needs to be connected with the consumer, so the advertising process is an important component. How do you use and exploit certain situations and certain cultural symbols to convey a product to the consumers? In different countries Coca Cola advertisements have a completely different style from those in China and are made according to the local cultural situation, like in India and America. Coca Cola hopes to use different advertising styles to transmit information to different audiences. As it should be, Coca Cola also has other advertisements. For children it uses a cartoon advertisement, for young people or families a happy gathering, and it also has different advertisements for information it especially wants to pass on.

  20. 耀桐

    Although advertising form is important, if the product has problems and can’t reach the standard, it can’t be sold. Coca-Cola pays great attention to quality control and quality assurance, which is one of the most important factors in the Coca-Cola brand’s reputation. If it doesn’t have quality, it doesn’t have credibility. At Coca-Cola’s production facilities, production must be kept efficient to as great of an extent as possible. For example lets say that in one year we can produce 1 million tons of beverages. If operations result in an increase to 2 million tons, and with the same number of factories, with 100 employees, and operating efficiently, manufacturing and productivity all increase. This is why Coca Cola often updates factories, to increase productivity.

    Internet marketing is also very important, as in each region it is important to introduce the business and collaborate with local partners to have good internet marketing. This kind of business can have fast local growth, and doesn’t need to know the market place from the start, but the collaborative partner is still very important. Coca Cola is very concerned about training personnel. Given continuous training on different levels, different positions of the staff have training

  21. Brandon, Travis, Yvonne
    Corrections:
    1) 我們的課主要討論食物還有飲食文化。來了美国以後,你對美國本地的食物或是西方飲食文化的看法有沒有改變?
    2) 美国大学生买东西都不太在乎牌子,他们穿的吃的都很简单也不要花太多钱。你覺得中國的年輕人跟美國的年輕人的消費習慣有什麼不同的地方吗?

  22. c. 廣告形象雖然重要,但如果產品本身有問題、不達標,是不能賣的。可口可樂很注重品控過程和質量保証,這是可口可樂品牌信譽的一個最重要的因素。沒有品質,沒有質量,就沒有信譽。在可口可樂的生產過程中,必須盡量保持生產效率。譬如說1年可以生產100萬噸飲料的工廠,如果經營效果可增加到200萬噸,還是同樣的廠、100個工人的話,經營效率、生產量、生產力,盈利力都能提高。這就是為什麼可口可樂常常要把工廠更新,把生產能力提高。
    Although a commercial’s image is important, but if there are problems with a product, such as not reaching a set standard, then that product cannot be sold. Coca-Cola pays strong attention to the process of developing their products and guarantees quality; this is one of the most important factors to the brand’s reputation. If there is no quality or product guarantee, then the company will have no reputation. During Coca-Cola’s manufacturing process, they must maintain their efficiency. For example if one says that the annual beverage production of a factory can be one million cases, but if it can be raised to two million cases and still be the same factory with a hundred workers, then the production efficiency, amount produced, productivity, and profitability can all be raised. This is why Coca-Cola frequently renovates their factories so they can increase their manufacturing ability.

    d. 營銷網絡也很重要,每到一個地方,要對當地的生意有認識,得跟當地的合作伙伴合作,才有很好的營銷網絡。這樣生意就可以很快在當地發展起來,不用從頭開始去認識這個市場,合作伙伴是很重要的。另外是訓練人才,可口可樂很重視這一點。在中國各地都有訓練中心、管理學院,對不同等級、不同崗位的員工給予不斷的訓練。
    Marking on the internet is also very important. At every region, one must be familiar with the local businesses in order to collaborate with the local businessmen to have good internet marketing. A collaborative partner is very important because in this way, the business can quickly be established at a local region without starting from the beginning and having to learn about a particular marketplace. Another is to train those who are talented and Coca-Cola highly values this point. In different regions of China, there are various training centers and school of managements to provide continuous training to workers according to their level and job.

  23. huiting
    English Translation

    (C) While advertisement image is important, but if the good itself has a problem, it doesn’t reach a set standard, you cannot sell it. Coca-cola pays great attention to quality control and quality assurance; this is one of the most important factors of coca cola’s brand reputation. No quality, no quality, then no credibility/reputation. Within coca cola’s manufacturing process, they must try and maintain product efficiency. For example, say one year can produce/manufacture 100 tons of beverages factories, if operating results can increase to 200 tons or equivalent to the same factory, 100 workers, operating efficiently, manufacturing, production capability, profits/gain can all improve. This is why coca cola often wants to update factories and increase production capacity/manufacturing ability.

    (D) Internet/network marketing is also very important, every place, wants to recognize every place’s business, working together with local cooperative partners, can allow having a very good marketing network. Business can quickly rise in local development and does not have to start from scratch to get to know the market, partners are very important. Coca cola is very concerned about training personnel. All parts of China have a training center, school of management, different status’s, and different job postings according to different training.

  24. Commercial images are important, but if the products themselves have problems and fail to reach a certain standard, they won’t be sold. Coca Cola pays attention to the process that its product goes through and also guarantees quality, this is Coke’s number one trademark. If there is no quality, there is also no reputation. Within Coke’s manufacturing process, they must have as much efficiency as possible. For example, say that one year you can produce 1 million tons of Coka Cola, if the resulting product is of good quality, you can increase your output to 2 million tons of Coca Cola, if there are equal factories, with 100 workers working efficiently, production force, profit can increase. This is why Coca Cola often wants to control production techniques and replace the old with the new, and increase production capabilities.

    Internet advertising is also very important, every place you go to, you must couple familiar local business and cooperate with local partners- you must have very good internet marketing. This kind of marketing can very quickly spread locally, and the local partner is very important to make sure that you don’t have to start from scratch to recognize this marketplace. In addition, Coca Cola thinks that training is important. The various regions of China have training centers and schools of management that are of different statuses, different jobs get different training.

  25. c. Even though advertising image is important, if the product itself has a problem and does not reach a set standard, it cannot sell. Coca Cola really emphasizes the control of product production and guaranteeing quality, this is the most important factor that distinguishes the Coca Cola brand. Without quality there is no prestige. During Coca Cola’s manufacturing process, it must to the greatest extent maintain manufacturing efficiency. For example, say in one year a factory can manufacture 1 million tons of beverage, and if the same plant operates to increase to 2 million tons, the lives of 100 workers, operation efficiency, manufacturing capacity, productivity, and profit strength all must rise. This is why Coca Cola will often update factories and raise its manufacturing capability.

    d. Internet marketing is also very important, in each place it must be familiar with local business and must collaborate with local partners; only then will it have good internet marketing. Cooperative partners are very important, for this kind of local business can develop very quicky and need not start over with acquainting itself with this one market. In addition Coca Cola attaches great importance to training talented people. In China various regions all have training centers, schools of management, and different employee ranks and posts to accord continuous training.

  26. c. 广告形象虽然重要,但如果产品本身有问题、不达标,是不能卖的。可口可乐很注重品控过程和质量保证,这是可口可乐品牌信誉的一个最重要的因素。没有品质,没有质量,就没有信誉。在可口可乐的生产过程中,必须尽量保持生产效率。譬如说1年可以生产100万吨饮料的工厂,如果经营效果可增加到200万吨,还是同样的厂、100个工人的话,经营效率、生产量、生产力,盈利力都能提高。这就是为什么可口可乐常常要把工厂更新,把生产能力提高。

    Although a company’s image and advertisement is significant, if the product itself has a problem and cannot attain a designated standard, then it cannot sell. The Coca-Cola Company pays great attention to control the process and quality of their product, which makes the Coca-Cola brand so prestigious. Without the quality, the product doesn’t have its prestige. The Coca-Cola production process must maintain as much efficiency as possible. For example, in one year, they may produce 1,000,000 tons of drinks in one factory. If the management increases that productivity to 2,000,000 tons, that same factory, with 100 workers, the business efficiency, productivity, productive forces, and profit strength can enhance. This is why the Coca-Cola must frequently renew the factory, for productivity enhancement.

    d. 营销网络也很重要,每到一个地方,要对当地的生意有认识,得跟当地的合作伙伴合作,才有很好的营销网络。这样生意就可以很快在当地发展起来,不用从头开始去认识这个市场,合作伙伴是很重要的。另外是训练人才,可口可乐很重视这一点。在中国各地都有训练中心、管理学院,对不同等级、不同岗位的员工给予不断的训练。

    The marketing network is also very important. When you get to a pace, you must have an understanding of the local businesses. You need to have local partner cooperation, only then can you have a very good marketing network. This business can then grow in the local market, no need to start anew once you know this market. That’s why developing relationships with a partner is very important. Moreover, it is important to train a talented person. The Coca-Cola management institute in China (in each region), continuously trains it’s staff.

  27. c) Although the form of a commercial is important, if, however, the product itself has problems, is unable to reach standards, it is not possible to sell that product. Coca Cola pays close attention to the process of product control and guaranteeing quality; this is one of the most important element of Coca Cola’s trademark. If the quality is not there then there will be no trust in the brand. Within the process of producing Coca Cola, they must maintain as much efficiency in production as possible. For example, a million tons of drink could be produced in one year at a factory. If production could increase to two million tons, it would still be from that same factory. If there are 100 workers, operation efficiency, production capacity, productivity and profitability are all able to improve. This is why Coca Cola constantly wants to improve factories, to increase production capacity.
    d) The marketing network is also very important; at each place, the local business must be recognized and one must find local businesses partners to cooperate with. Only then will the marketing network be strong. Doing business in this manner makes it possible to quickly develop in that locale, making it unnecessary to understand this market from the beginning. Thus local business partners are very important. Additionally, training personale is important as well. Coca Cola places a lot of value on this aspect. In China, various regions have training centers, management schools, to constantly train personale of different ranks, different jobs.

  28. Although advertising image is important, however, if the product itself has a problem or if it doesn’t reach a set standard, it can’t be sold. Coca-Cola really stresses their products’ process and guarantees quality which is their trademark reputation and is the most important factor to them. If there’s no quality, then there’s no reputation. During Coca-Cola’s production process, they must maintain product efficiency as much as possible. For example, one year, they can produce 100,000 tons of drinks at the factory. If they could operate to increase to 200,000 tons at the same factory with the same 100 employees, then they are running efficiently, producing more, being productive, and increasing their gains. This is why Coca-Cola keeps upgrading their factories, to increase their manufacturing capacity.
    Internet marketing is also very important. Everywhere, you must understand the local business. If you partner with a local, you can then have a good marketing network. This way, business can quickly develop locally and you don’t have to start from the beginning to understand the market. The other thing is training capable people. Coca-Cola really values this point. All over China, there is training centers, schools of management, different ranks, and different jobs for employees to show continuous training.

  29. Week 12.2 Homework

    c. 广告形象虽然重要,但如果产品本身有问题、不达标,是不能卖的。可口可乐很注重品控过程和质量保证,这是可口可乐品牌信誉的一个最重要的因素。没有品质,没有质量,就没有信誉。在可口可乐的生产过程中,必须尽量保持生产效率。譬如说1年可以生产100万吨饮料的工厂,如果经营效果可增加到200万吨,还是同样的厂、100个工人的话,经营效率、生产量、生产力,盈利力都能提高。这就是为什么可口可乐常常要把工厂更新,把生产能力提高。
    Although the form of advertising is important, if the product itself has problems, or doesn’t meet standards, it’s unsellable. Coca-Cola really emphasizes the product and controls the process and the quality as a guarantee – this is one of the most important factors of the reputation the Coca-Cola brand has. Without quality, your product has no prestige. In Coca-Cola’s manufacturing process, it is compulsory to maintain production efficiency to the greatest extent possible. For example, in one year Coca-Cola can produce one million tons of the beverage in their factories, and up to two million tons of Coca-Cola if operations go well – or, in the same factory, with 100 employees, production levels, productive capability, and profit gain can all increase. This is exactly why Coca-Cola usually wants to renovate their factories, and increase their manufacturing ability.

    d. 营销网络也很重要,每到一个地方,要对当地的生意有认识,得跟当地的合作伙伴合作,才有很好的营销网络。这样生意就可以很快在当地发展起来,不用从头开始去认识这个市场,合作伙伴是很重要的。另外是训练人才,可口可乐很重视这一点。在中国各地都有训练中心、管理学院,对不同等级、不同岗位的员工给予不断的训练。
    Internet marketing is also very important. Every time your product arrives at a location, you want to know the local businesses, and you ought to cooperate with local partners – only then can you have very good internet marketing. This kind of business can develop very fast locally, and you don’t need to start anew to be familiar with this market – cooperating partners are very important. Additionally, trained professionals are another important point for Coca-Cola. In every part of China there are training centers and management schools for employees of different rank; different employees of a job are given constant training.

  30. a. 在前几年,可口可乐的策略是三个A,指让我们的消费者在购买我们的产品时,买得到、买得起、乐得买,跟这个是差不多的。但是3P的策略更提高一个层次。…可口可乐的品牌、质量让消费者有这个信心。可口可乐的营销策略有很多要配合的销售和管理方法,还有市场策略、广告策略、定价策略、销售网络的安排,还有送货服务、顾客服务的安排,所有这些都是紧紧相扣的。
    In the past few years, Coca-Cola’s tactics have been the 3 A’s. This refers to our consumers purchasing our products, buy (Available), able to buy (Affordable), happy to buy (Acceptable), with this being the great majority. However, the 3P’s (Pervasiveness, Preference, and Price to value) strategy will raise our tactics to a new level. The Coca-Cola brand and quality will allow
    consumers to have that kind of confidence. Coca-Cola’s marketing strategies has many corresponding marketing and management methods, as well as marketplace tactics, advertising tactics, pricing tactics, internet sales arrangements, delivery services, and customer service arrangements – all of these things are tightly connected to each other.

    b. 产品需要跟消费者联系、接近,打广告也是很重要的一环。用怎么利用某些场合、某些文化的象征向消费者表达产品。可口可乐在不同国家的广告,有些跟中国风格完全不同,是根据当地的文化情况来做的,如印度、美国。可口可乐希望用不同风格的广告跟不同的观众群传递信息。当然可口可乐还有其他的广告,对小朋友用卡通片做广告,年轻人或家庭欢聚时,也有不同的广告特别为他们传递一些信息。
    Products need to connect with their consumers, and to do so advertising is also a very important loop. Therefore it’s how you make use of certain situations and certain cultural symbols to convey your product to consumers. Coca-Cola’s advertisements in different countries, some with a Chinese style are completely different, are made with a basis in local cultural circumstances, as in India and the United States. Coca-Cola hopes to use different styles of advertising with different audiences to send their message. Of course Coca-Cola also has other types of advertisements: for small children they use cartoons to advertise, for young people or family daytime television different advertisements especially for them to send some of their messages.

  31. c. 广告形象虽然重要,但如果产品本身有问题、不达标,是不能卖的。可口可乐很注重品控过程和质量保证,这是可口可乐品牌信誉的一个最重要的因素。没有品质, 没有质量,就没有信誉。在可口可乐的生产过程中,必须尽量保持生产效率。譬如说1年可以生产100万吨饮料的工厂,如果经营效果可增加到200万吨,还是 同样的厂、100个工人的话,经营效率、生产量、生产力,盈利力都能提高。这就是为什么可口可乐常常要把工厂更新,把生产能力提高。

    c. Although the form of an advertisement is important, if the product itself is questionable, and is not standard quality, it should not be sold. Coca-Cola Company heavily controls the process of producing Coca-Cola and guarantees the quality, this is one of Coca-Cola brand’s reputation important factors. If a product does not have good quality, then it doesn’t have a good reputation. In Coca-Cola’s production process, it must maintain production efficiency. For instance, in one year they can produce 1 million tons of beverages in the factories, if management quality can raise it to 2 million tons, or the if the same factory has 100 workers, good management, production amount, production force, and the profits will all increase. This is why Coca-Cola often renovates its factories and increases production capacity.

    d. 营销网络也很重要,每到一个地方,要对当地的生意有认识,得跟当地的合作伙伴合作,才有很好的营销网络。这样生意就可以很快在当地发展起来,不用从头开始 去认识这个市场,合作伙伴是很重要的。另外是训练人才,可口可乐很重视这一点。在中国各地都有训练中心、管理学院,对不同等级、不同岗位的员工给予不断的 训练。

    Network marketing is very important. In every place, you need to be familiar with the local business, to be able to become cooperative partners with the locals and collaborate, only then will you have good network marketing. This way business can quickly develop locally, and you don’t need to look at the market as a blank slate. Cooperative partners are very important. In addition to training workers, Coca-Cola places value on this. In China, there are various training centers, schools of management, towards different ranks and different positions of workers are constantly trained.

  32. c. The image an advertisement presents is important, but if the product itself has defects and does not reach production standards then the product is not suitable for sale. Coca-Cola company stakes their reputation on reliability through strict control of the production process and assurance of quality. In other words lack of quality equates to lack of trust in their reputation. To ensure their reputation Coca-Cola to the greatest extent must maintain production efficiency. For example let’s say in one year a factory can produce one million cases of coke product, but if the same factory can produce two million cases with one hundred factory workers then productivity, amount produced, and profitability can also be raised. This is why Coca-Cola will often renovates their factories in order to increase production capability.
    d. Marketing online is very important. Having familiarity with local businesses in every region is crucial to cooperation among local partners as well as having successful internet marketing. In this way local businesses may quickly expand leaving no need to start from ground zero in becoming familiar with the local market. This shows the importance of the local partner. On another point Coca-Cola is keen on training talent. Everywhere in China Coca-Cola has centers for training personnel or schools for management for employees at different positions and rank to consistently give them training.

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