英语翻译Packaging With the increased importance placed on self-s

英语翻译
Packaging
With the increased importance placed on self-service marketing,the role of packaging is becoming quite significant.For example,in a typical supermarket a shopper passes about 600 items per minute,or one item every tenth of asecond.Thus,the only way to get some consumers to notice the product is through displays,shelf-hangers,tear-off coupon blocks,other point-of-purchase devices,and,last but not least,effective pack-ages.Common uses of packaging include protection,tontainment,communication,and utility/ease of use.6
Considering the importance placed on the package,it is not surprising that a great deal of research is spent on motivational research,color testing,psychological manipulation,and so forth,in order to ascertain how the majority of consumers wil1 react to a new package.Based on the results of this research,past experience,ard the current and anticipated decisions of competitors,the marketer will initially determine the primary role of the package relative to the product.Should it include quality,safety,distinction,affordability,convenience,or aesthetic beauty?For the automobile oil industry,the package has become more important to promote than product performance.To a lesser extent,this is also true for products such as powdered drinks,margarine,soft drinks,perfrmes,and pet foods.In the case of Pringles,rrocter & Gamble had to design a package that wouid protect a very delicate product.It also faced the uncertain response of retailers which have never stocked stacked potato chips before.Reca ll the many shapes and sizes ketchup containers have taken during the last twenty years.
Clearly delineating the role of the product should lead to the actual design of the package:its color,size,texture,location of trademark,name,product information,and promotional materials.Market leaders in the dry food area,such as cake mixes,have established a tradition of recipes on the package.However,there are other package-related questions.
Do the colors compliment one another?Are you taking advantage of consumer confusion by using a package design similar to that of the market leader?Can the product be made for an acceptable cost?Can it be transported,stored,and shelved properly?Is there space for special promotional deals?Finally,various versions of the product will be tested in the market.How recognizable is the package?Is it distinctive?Aesthetically pleasing?Acceptable by dealers?

包装
随着自我服务营销被施加了更多的重要性,包装的作用正变得相当大.例如,在一个典型的超市购物者通过每分钟约600项,或一个项目的每一个第二次性能十分之一.因此,只有这样,才能得到一些消费者注意到,通过显示的产品,货架衣架,撕块优惠券,其他点购设备,以及最后但并非最不重要的,有效的即兴年龄.常见的用途包括包装保护,tontainment,通信和公用事业/易用性.
考虑到包装上的重视,这并不奇怪的是,大量研究是用于消费动机研究,颜色测试,心理操作,等等,以确定如何永存广大的消费者反应,一个新的软件包.有关这项研究,过去的经验的结果,阿尔德竞争者的当前和预期的决策,营销人员将最初确定的包相对于产品的主要作用.如果它包括质量,安全,荣誉,支付能力,方便,或美感?石油工业的汽车,包装,已成为更重要的是促进而不是产品的性能.在较小的程度,这也是如粉状饮料,人造奶油,汽水,perfrmes,以及宠物食品的产品也一样.在品客薯片,rrocter＆Gamble公司的情况要设计一包wouid保护一个非常微妙的产品.它也面临着从未有土豆片前堆放放养零售商反应不明确.雷卡会的许多形状和大小的容器有番茄酱,在过去的二十年中所采取
明确划分了产品应导致包的实际设计中的作用：它的颜色,大小,质地,商标,名称,产品信息的位置,和宣传材料.在干燥地区的市场领导者的食物,如蛋糕粉,已建立了包装上的食谱传统.然而,还有其他包相关问题
不要互相恭维的颜色?你要带包装设计使用类似的市场领导者,消费者混淆的优势呢?该产品可用于以可接受的成本呢?难道运输,存储和搁置是否正确?是否有特殊的促销优惠空间?最后,各种版本的产品将在市场上进行测试.如何识别是包?它是独特的?美观?接受的经销商