急~希望可以幫忙翻譯一下!!這是有關於行銷的~謝謝

Given the importance of customers to retailing, it would appear that an understanding of the perceptions of customers in the host market to the retail image or identity being brought to that market is of fundamental importance to the success of the international venture. An understanding of retail image, what... show more Given the importance of customers to retailing, it would appear that an understanding of the perceptions of customers in the host market to the retail image or identity being brought to that market is of fundamental importance to the success of the international venture. An understanding of retail image, what comprises this image, and how transferable this image or identity is, is crucial to developing retail operations in foreign markets, especially if the retail image, typically manifest in a brand, is itself the real source of consumer recognised value added and competitive advantage. Owing to the terminology used, Salmon and Tordjman's (1989) treatment of marketing activities engenders links with the long established standardisation or differentiation debate in international marketing (e.g. Buzzell, 1968; Sorenson and Wiechmann, 1975; Levitt, 1983; Quelch and Hoff, 1986). However, this association may have been a distraction to the understanding of the retail internationalisation process as researchers are diverted into ``proving'' or ``disproving'' the extent of globalisation or standardisation of retailer X and retailer Y. It is not the intention in this paper to expand on this particular debate, but merely to try and gain some understanding of the dimensions of retail image in an international context and to explore the relative importance of these dimensions when moving into non-domestic markets.
2 answers 2