英语翻译IMPLICATOINSIt is likely that consumers who score highly

英语翻译
IMPLICATOINS
It is likely that consumers who score highly on certain decision-making characteristics will have clear needs associated with those characteristics that marketers could use to target them.For example,high scorers on the Recreational/Hedonism trait like shopping just for the fun of it and are likely to respond positively to upmarket shopping malls that accommodate different stoes,in-store demonstrations and gimmicks,restaurants,and leisure facilities.
The degeree of quality consciousness that exists in Germany has implications for international marketers targeting German consumers.Companies may find it more difficult to sell low-quality goods to German consumers,at least when such companies intend to compete with existing German brands.In addition,German consumers are likely to become wary when high-quality products are offered to them at low prices.As Germans say,”Was nichts kostet,taugt nichts”(“What costs nothing,is no good”),which reflects German’s opinion that they are prepared to pay premium prices for certain products as long as the quality is right.Haagen-Dazs recently advertised in Germany with the following slogan:”Wir sind so teuer,weil wir alles weglassen”(We are so expensive because of all we have left out”).
The Confused by Overchoice factor substantiates the idea that confusion is playing an increasingly significant rote in today’s cluttered market place and could suggest the development of spacial packages/products to aid consumers to make faster and more effective buying decisions(e.g.,by offering products with larger fonts carrying less irrelevant information)and less complicated products and product manuals.This finding also has implications for future research in terms of identifying other groups of consumers that are particularly suscepetible to confusion(e.g.,the elderly and foreigners)s
The absence of a brand –loyal trait seems to be of greater concern from a marketer’s point of view because brand-loyal consumers are desirable for a number of reasons.First,they provide a solid base of customers into the future from which brand profitability can be built.Second ,loyal customers are more difficult for competitors to attract.In this context,Wells notes that it is four to six times less costly to retain old customers than to obtain new ones.Therefore,a major goal of markerters operating in Germany should be to develop brand loyalty.This is more difficult in Germany because of the regulations prohibiting comparative advertising.The goal is probably best achieved by communicating the benefits of brand loyalty,for example lowered risk of buying an unsatisfactory product,time savings,and savings in decision-making efforts.
Thus far,little empirical research has been devoted to variety-seeking behavior in Germany.High scorers on the Variety Seekding factor tend to buy new products even though they continue to express satisfaction with their old brand,possibly because they want to maintain a certain level of stimulation.Variety-seeking consumers will be attracted to appeals that convey novelty,change,and stimulation.Previous studies have shown that variety-seeking behavior can be particularly prevalent in certain produce categorise,for example,instant soups or cereals.

IMPLICATOINS
It is likely that consumers who score highly on certain decision-making characteristics will have clear needs associated with those characteristics that marketers could use to target them.
那些在就某事做决定方面表现不俗的消费者的特点跟营销人员可能用来针对他们的特点是有很大关联的.
For example,high scorers on the Recreational/Hedonism trait like shopping just for the fun of it and are likely to respond positively to upmarket shopping malls that accommodate different stoes,in-store demonstrations and gimmicks,restaurants,and leisure facilities.
比方说,有娱乐和享乐的特点的人就喜欢购物,为的仅仅是从中取乐,他们很容易钟情于高端的,有不同店铺,店内展示和暗藏玄机,有餐馆和休闲设施的购物中心.
The degeree of quality consciousness that exists in Germany has implications for international marketers targeting German consumers.
德国存在的品质意识成为国际营销人员锁定德国消费者的暗示.
Companies may find it more difficult to sell low-quality goods to German consumers,at least when such companies intend to compete with existing German brands.
许多公司会发现,要向德国消费者销售低质量的产品越来越困难,至少他们在与德国品牌竞争时会感到这一点.
In addition,German consumers are likely to become wary when high-quality products are offered to them at low prices.
此外,当高质量的产品以低价销售时也会引起德国消费者的警觉.
As Germans say,”Was nichts kostet,taugt nichts”(“What costs nothing,is no good”),which reflects German’s opinion that they are prepared to pay premium prices for certain products as long as the quality is right.
正如德国人所说的,便宜没好货,这也反映了德国人愿意为高品质的产品付出的观点.
Haagen-Dazs recently advertised in Germany with the following slogan:”Wir sind so teuer,weil wir alles weglassen”(We are so expensive because of all we have left out”).
哈根达斯最近用下面的口号在德国做广告“我们的东西很贵,把我们扔掉的也算在内的话”
The Confused by Overchoice factor substantiates the idea that confusion is playing an increasingly significant rote in today’s cluttered market place and could suggest the development of spacial packages/products to aid consumers to make faster and more effective buying decisions(e.g.,by offering products with larger fonts carrying less irrelevant information)and less complicated products and product manuals.
因为过多的选择余地而感到迷惑这种情况也印证了这样的事实：困惑在当今这个混乱的市场中扮演着越来越重要的角色,也对那些可以帮助消费者快速,高效做出购买决定的特色产品和包装的发展提出了建议.（例如,通过提供有更大字体,更少无关信息的产品以及不是特别复杂的产品和产品手册）
This finding also has implications for future research in terms of identifying other groups of consumers that are particularly suscepetible to confusion(e.g.,the elderly and foreigners)s
The absence of a brand –loyal trait seems to be of greater concern from a marketer’s point of view because brand-loyal consumers are desirable for a number of reasons.
这一发现对于将来确定其他有迷惑倾向的消费者的研究也有潜在的意义（例如,老人和外国人）.
在营销者来看,没有对品牌忠诚的特质是他们最担心的,因为出于很多原因,他们还是钟情于品牌忠诚者.
First,they provide a solid base of customers into the future from which brand profitability can be built.
首先,他们为将来品牌收益的建立提供了坚实的客户基础
Second ,loyal customers are more difficult for competitors to attract.
第二,品牌忠诚者很少会被其他的竞争者吸引.
In this context,Wells notes that it is four to six times less costly to retain old customers than to obtain new ones.
Wells在文中注意到留住老客户比获取新客户可以少花费2/3的钱.
Therefore,a major goal of markerters operating in Germany should be to develop brand loyalty.This is more difficult in Germany because of the regulations prohibiting comparative advertising.
因此,在德国运作的营销者首要的目标应该是发展品牌的忠诚度,这个在德国有更大的难度,因为德国有禁止比较性广告的规定.
The goal is probably best achieved by communicating the benefits of brand loyalty,for example lowered risk of buying an unsatisfactory product,time savings,and savings in decision-making efforts.
达成目标最好的途径恐怕是传达品牌忠诚的益处,例如：购买不满意产品的更低风险,省时,做决定时的各种节省.