The requirement to find out about men and women frequently comes up in business. As an illustration, Houston translation services workers indicate that nearly all international businesses request that job applicants provide references prior to giving credit, signing agreements, offering work, granting promotions, providing internships and scholarships, etc. In case you are seeking employment and your prospective employer requests professional references, you should compose a message to a former manager, supervisor or co-worker, requesting that they provide a letter of recommendation. On the other hand, experts providing Spanish Translation in Denver indicate that if you happen to be a hiring manager thinking about whether you should hire a job candidate, you might need to contact the individual directly that the candidate has listed as a reference. Regardless of the scenario, keep in mind how the technique of composing messages of inquiry regarding job candidates is a lot like the inquiries previously mentioned; that is, these kinds of inquiries incorporate a straightforward statement of the inquiry (or principal thought); a validation of the inquiry (description of the scenario with specifics); and a respectful close that consists of a request for a particular response.
U.S. companies that wish to expand their geographic operations to China, Korea or Vietnam face a number of seemingly insurmountable hurdles, among them cultural differences, distribution snafus and business practices that radically differ from those of Western countries. Those willing to meet the challenges are advised to proceed with patience, perseverance and flexibility-virtues that eventually can help build big profits in a nation whose economy is growing faster than that of the United States.
When Proctor and Gamble entered China in 1988, it faced the usual barrier to entry to marketing. One Houston Chinese Translation worker recalls, how Proctor and Gamble was up against selling a product – disposable diapers – historically not part of the Chinese consumer marketplace. At that time, there really was no demand for this type of product because mothers didn’t see a need to move away from traditional cloth diapers. In 2007, Proctor and Gamble introduced a viral marketing program that catapulted the Pamper’s product line to the top of the product category in unit sales. Today, Proctor and Gamble joins the ranks of the highly successful corporations that have learned to market effectively to the Chinese.
As mentioned previously, part of Proctor and Gamble’s success stems from it highly successful promotional activities that were developed in conjunction with a team of translation service workers. In 2007, Pampers launched a “Golden Sleep” campaign which included nothing short of in-store celebrations and internet programs that went viral that asked parents to upload pictures of their babies sleeping in Pampers. All of the campaigns reinforced the message that babies that wear Pampers fall asleep much faster and sleep with fewer disruptions than those babies that don’t.
The success of Proctor and Gamble in emerging markets has allowed the company to set and meet ambitious growth plans that call for adding 500,000 new customers each day through 2013.
According to a San Francisco Vietnamese translation worker, another company that has been hugely successful in the Chinese market includes Campbell’s Soup. Even though the Chinese diet consists of a large portion of soup, the majority of soup had always been handmade. Thus, the challenge for Campbell’s Soup was to shift consumer preference and prove that their soup was better tasting, more convenient and offered a cost-efficient alternative.
Companies that operate on an international or global level must decide whether or not they need to adapt their promotions. Many companies have decided to use a standardized overall approach or theme, yet adjust copy, colors, and graphics, and so on for local conditions. Sometimes, translation services companies are contacted to help with this localization for specific markets. For instance, a Raleigh Translation Services company was hired to work with brand management with Marlboro. In the United States, the Marlboro man was a rugged looking white male. However, the branding team decided that in Latin America, the Marlboro man should appear as a Latin cowboy and in Hong Kong; the character should appear as a rugged individual from the city with a truck instead of a horse.
Very few companies can effectively wage a single worldwide promotion. Some adjustments in language, graphic portrayal of people and media are usually needed. At the most basic level, companies may hire a translation service to evaluate product names or package designs. A vitamin product was introduced into the South American market under the name “Fundavit,” an English modification of terms suggesting that the product satisfied all the recommended daily requirements. The name had to be changed when objections were raised that the product’s name was too close to a Spanish term used to refer to an attractive female’s rear.
Differences in media availability and literacy mean different media schedules. If the portion of television households is low, mass marketing will need to find another medium. In countries where literacy is low, movie theater advertising may be an important medium. In many countries, the broadcast media are government controlled, and not always available to the marketer. Different media habits in each country also mean promotion strategy must be adjusted for these differences.