毕业论文外文翻译外文题目： The Globalization of Markets 出 处： Harvard Buiness Review,May/June 1983, p. 92-102 作 者： Theodore Levitt 原 文：The Globalization of MarketsA powerful force drives the world toward a converging commonality, and that force is technology. It has proletarianized communication, transport, and travel. It has made isolated places and impoverished peoples eager for modernitys allurements. Almost everyone everywhere wants all the things they have heard about, seen, or experienced via the new technologies.The result is a new commercial reality - the emergence of global markets for standardized consumer products on a previously unimagined scale of magnitude. Corporations geared to this new reality benefit from enormous economies of scale in production, distribution, marketing, and management. By translating these benefits into reduced world prices, they can decimate competitors that still live in the disabling grip of old assumptions about how the world works.Gone are accustomed differences in national or regional preference. Gone are the days when a company could sell last years model - or lesser versions of advanced production in the less-developed world. And gone are the days when prices, margins, and profits abroad were generally higher than at home.The globalization of markets is at hand. With that, the multinational commercial world nears its end, and so does the multinational corporation.The multinational and the global corporation are not the same thing. The multinational corporation operates in a number of countries, and adjusts its products and practices in each - at high relative costs. The global corporation operates with resolute constancy - at low relative cost - as if the entire world (or major regions of it) were a single entity; it sells the same things in the same way everywhere.Which strategy is better is not a matter of opinion but of necessity. Worldwide communications carry everywhere the constant drumbeat of modern possibilities to lighten and enhance work, raise living standards, divert, and entertain. The same countries that ask the world to recognize and respect the individuality of their cultures insist on the wholesale transfer to them of modern goods, services, and technologies. Modernity is not just a wish but also a widespread practice among those who cling, with unyielding passion or religious fervor, to ancient attitudes and heritages.Who can forget the televised scenes during the 1979 Iranian uprisings of young men in fashionable French-cut trousers and silky body shirts thirsting with raised modern weapons for blood in the name of Islamic fundamentalism?In Brazil, thousands swarm daily from pre-industrial Bahian darkness into exploding coastal cities, there quickly to install television sets in crowded corrugated huts and, next to battered Volkswagens, make sacrificial offerings of fruit and fresh-killed chickens to Macumban spirits by candlelight.During Biafras fratricidal war against the Ibos, daily televised reports showed soldiers carrying bloodstained swords and listening to transistor radios while drinking Coca-Cola.In the isolated Siberian city of Krasnoyarsk, with no paved streets and censored news, occasional Western travelers are stealthily propositioned for cigarettes, digital watches, and even the clothes off their backs.The organized smuggling of electronic equipment, used automobiles, western clothing, cosmetics, and pirated movies into primitive places exceeds even the thriving underground trade in modern weapons and their military mercenaries.A thousand suggestive ways attest to the uniquity of the desire for the most advanced things that the world makes and sells - goods of the best quality and reliability at the lowest price. The worlds needs and desires have been irrevocably homogenized. This makes the multinational corporation obsolete and the global corporation absolute.LIVING IN IN THE REPUBLIC OF TECHNOLOGYDaniel J. Boorstin, author of the monumental trilogy The Americans, characterized our age as driven by “the Republic of Technology whose supreme law . is convergence, the tendency for everything to become more like everything else.“In business, this trend has pushed markets toward global commonality. Corporations sell standardized products in the same way everywhere - autos, steel, chemicals, petroleum, cement, agricultural commodities and equipment, industrial and commercial construction, banking and insurance services, computers, semiconductors, transport, electronic instruments, pharmaceuticals, and telecommunications, to mention some of the obvious.Nor is the sweeping gale of globalization confirmed to these raw material or high-tech products, where the universal language of customers and users facilitates standardization. The transforming winds whipped up by the proletarianization of communication and travel enter every crevice