Unit5 packaging物流专业英语 包装

Unit5Packaging Text1IntroductionofPackaging Dialogue1PackingofSilkStocking Text2FunctionsofPackaging Dialogue2thePackagingofBeer*Text1IntroductionofPackaging【Para1】TheroleofPackaging（包装的重要性）Packagingpreparesgoodsfortransport,distribution,storage,sale,anduse.Thankstopackagingitispossibleforproductstobeavailableanytimeanywherethatgivestheconsumeragreatfreedomofchoice.Oneofitsbasicpurposesofpackingistoprotectthecontents.Thisisimportantbecausetheitemhavetowithstandalotofhandlingbetweenthefactoryandtheconsumer.*Text1IntroductionofPackagingAsecondpurposeistomakeitemlookappealingtothebuyer,especiallythroughtheuseofappealingcolors.Inrecentyears,thesignificanceofpackinghasbeenincreasinglyrecognized,andtodaythewidespreaduseofpackingistrulyamajorcompetitiveforceinthestruggleformarkets.Soundpackingwillhelppromotethesales,whilebadorinsufficientpackingaffectssales.Inpractice,peopleareoftenconfusedwiththesewords:package,packagingandpacking.*Text1IntroductionofPackaging【Para2】Package（包装）Aprimarypackageprovidesmeansofprotectionandhandlingtoaproduct.Generaltermforthetotalofthemeansandproceduresisappliedbythepackagingeconomytofulfillthetaskofpackaging.Manyterms:i.e.acknowledgedpackage,permanentpackage,one-waypackage,exportpackage,customarypackage,consumerpackage,storagepackage,multi-waypackage,multiusepackage,standardpackage,sea-worthypackage,transportpackage.*Text1IntroductionofPackaging【Para3】Packaging（包装方法）Packagingisthetechniqueofpreparinggoodsfordistribution.Creationofapackorapackagingunitbycombinationofproductwiththepackage,applyingmethodsofpackagingusingpackagingmachinesordevicesbyhand.Tomostpeoplepackagingmeansthecarton,bag,jar,canetc.,whichenableaproducttobehandledandused.*Text1IntroductionofPackaging【Para4】Packing（包装）Packing,theselectionorconstructionoftheshippingcontainerandtheassemblingofitemsorpackagestherein,includesanynecessaryblocking,bracing,orcushioning,weatherproofing,exteriorstrapping,andmarkingofshippingcontainerforidentificationofcontents.*Text1IntroductionofPackaging【Para5】TypesofPackaging（包装类型）Therearetwobasickindsofpackages:theconsumerpackageandtheindustrialpackage.Theconsumerpackageisalsoreferredtoastheinterior,ormarketingpackage,becauseitiswhatthecustomerseeswhentheproductisontheshelf.Itisdesignedtoappealtoandinformthefinalcustomer.*Text1IntroductionofPackagingTheindustrialpackageisalsoknownastheexteriorpackage,andisprimarilyalogisticsresponsibility.Thispackageisdiscardedbeforetheproductsareplacedontheshelf,socustomermayneverseethismaterial.*Text1IntroductionofPackagingNewWordsandPhrases withstandv.抵抗，经受住 appealingadj.吸引人的 significancen.意义，重要性 widespreadadj.分布广泛的，普遍的 insufficientadj.不足的，不够的 confusev.搞乱，使糊涂*Text1IntroductionofPackaging proceduren.程序，手续 fulfillv.履行，实现，完成（ 计划 项目进度计划表范例计划下载计划下载计划下载课程教学计划下载 等） combinationn.结合，联合，合并，化合物 thereinadv.在那里，在其中，在那一点上 weatherproofadj.防风雨的，抗风化的 identificationn.辨认，鉴定，证明，视为同一*Text1IntroductionofPackaging interioradj.内部的，内的 exterioradj.外部的，外在的，表面的 discardv.丢弃，抛弃*Text1IntroductionofPackagingNotes1．Thankstopackagingitispossibleforproductstobeavailableanytimeanywherethatgivestheconsumeragreatfreedomofchoice.由于包装的存在，使得产品能在任何时候和任何地方都可得到，这给消费者极大的自由选择。*Text1IntroductionofPackaging2．Inrecentyears,thesignificanceofpackinghasbeenincreasinglyrecognized,andtodaythewidespreaduseofpackingistrulyamajorcompetitiveforceinthestruggleformarkets.近年来，包装的重要性逐渐被认可，今天，广泛使用的包装已成为产品市场竞争的主要竞争点。*Text1IntroductionofPackaging3．Generaltermforthetotalofthemeansandproceduresisappliedbythepackagingeconomytofulfillthetaskofpackaging.所有有关包装方法和程序的一般术语都被应用于包装作业中。*Text1IntroductionofPackaging4．Packagingisthetechniqueofpreparinggoodsfordistribution.Creationofapackorapackagingunitbycombinationofproductwiththepackage,applyingmethodsofpackagingusingpackagingmachinesordevicesbyhand.包装是为货物配送准备货物的技术，就是应用手工或机器的包装方法，通过货物包装把货物合并处理成一个包裹或一个包装单位。*Text1IntroductionofPackaging5.Packing,theselectionorconstructionoftheshippingcontainerandtheassemblingofitemsorpackagestherein,includinganynecessaryblocking,bracing,orcushioning,weatherproofing,exteriorstrapping,andmarkingofshippingcontainerforidentificationofcontents.包装就是选择或构建货运包装并在其中装上所需运输的货物，包括任何必需的分隔、支撑或缓冲材料以及外部捆绑材料，并在货运包装上标明所运送的货物。*Dialogue1PackingofSilkStocking（Mr.SmithabusinessmanfromAmerica,istalkingaboutthesubjectofpackagingwithMr.Lin,themarketingmanagerofacompanyinChina.） Smith：Whatareyourconditions,Mr.Lin,asfaraspackagingisconcerned? Lin：Well,asyouknow,wehavedefinitewaysofpackingsilkstockingsforseashipment.Asarule,weusepolythenewrapperforeacharticle,allreadyforshelfselling.*Dialogue1PackingofSilkStocking Smith：Good.Awrappingthatcatchestheeyewillcertainlyhelppushsales.Withkeencompetitionfromsimilarsilkstockingproducers,themerchandisemustnotonlybeofnicequality,butalsolookattractive. Lin：Right.We'llseetoitthatthesilkstockingsappealtotheeyeaswellastothepurse. Smith：Whatabouttheouterpacking?*Dialogue1PackingofSilkStocking Lin：Wewillpackthemsixsilkstockingseachwithadifferentcolorinabox,tenboxesinacarton. Smith：Canyouusewoodencasesinstead? Lin：Whywoodencases?*Dialogue1PackingofSilkStocking Smith：I'mafraidthecardboardboxesarenotstrongenoughforseatransportation. Lin：Noneedtoworryaboutthat.Thecartonsarelinedwithwaterproofplasticsheets,andasthecartonsaremadeofcardboard,theyshallbehandledwithcare. Smith：Ok,butIamconcernedthatincaseofdamageorpilferage,theinsurancecompanywillrefusecompensationonthegroundofimproperpacking,orpackingunsuitableforseavoyage.*Dialogue1PackingofSilkStocking Lin：Well,wewillusewoodencasesifyouinsist,butthechargeforthatkindofpackingwillbeconsiderablyhigher,anditalsoslowsdowndelivery. Smith：Then,Iwillcablehomeimmediatelyforinstructiononthematter. Lin：Pleasedo.Iwillbewaitingforyoursoonestreply.*Dialogue1PackingofSilkStocking Smith：Iwillcallyouuptomorrow.Good-bye,Mr.Lin. Lin：Good-bye,Mr.Smith.*Dialogue1PackingofSilkStockingNewWordsandPhrases polythenen.聚乙烯 wrappern.包装材料，包装纸 keenadj.强烈的，热心的，渴望的 competitionn.竞争 attractiveadj.吸引人的，有魅力的 cardboardn.纸板*Dialogue1PackingofSilkStocking waterproofadj.防水的 pilferagen.行窃，偷盗 insurancen.保险， 保险单 保险单申报审批活动图 ，保险业，保险费 compensationn.补偿，赔偿 voyagen.航程，航空 silkstocking丝袜*Dialogue1PackingofSilkStockingNotes1．Withkeencompetitionfromsimilarsilkstockingproducers,themerchandisemustnotonlybeofnicequality,butalsolookattractive.丝袜市场的激烈竞争要求商品不仅要有好的质量，而且包装要有吸引力。*Dialogue1PackingofSilkStocking2.Thecartonsarelinedwithwaterproofplasticsheets,andasthecartonsaremadeofcardboard,theyshallbehandledwithcare.纸箱都内衬防水的塑料布，而且一般他们在处理纸箱时，都会相当小心的。*Dialogue1PackingofSilkStockingTips：1.Howareyougoingtopackourorder?2.Forthiskindofproductweexport,eachitemisindividuallypackedin...3.…arepackedinapapercartonbeforeshipping.4.I'mafraidthepapercartonsarenotstrongenoughfor....5.We’vegotanexcellentrecordonmakingdeliveriestoourcustomers.*Dialogue1PackingofSilkStocking6.Allourcartonsarelinedwithshockproofcardboardsandarewrappedupwithpolyethylenesheets.7.Iwillcablehomeimmediatelyforinstructiononthematter.8.I’llbewaitingforyourreply.*Exercise消费包装________packaging工业包装________packaging综合物流________logistics劳动效率labor_________目的港portof__________射频识别RadioFrequency__________装运认证________verification通用产品代码Universal____________Exercise Warehousesanddistributioncenterswouldbelessefficientiftransportpackageslackedlabelsorcarriedincompletedetails.如果运输包装上没有标签或标签的细节信息不完整，仓库和配送中心的工作效率就会受到影响。2.Packagingtakesthegoodsprotectionsfromdamageinthewarehouseoronthewayoftransportationandkeepssecurityfromtamperingorcontaminationbyotherproducts,orshieldingfromweather.包装为仓库中和路上运输中的货物免受损坏提供了保护，也使货物免受其他货物的影响和污染，同时防止货物受天气的影响。Exercise3.Today,improvedprotectivepackagingsystemsallowformoreefficienttransportation.Forexample,lessspaceandmorecontentmeansfewertrucksontheroads.如今，改进的保护性包装系统保证了更有效的运输，比如，更少的空间及更多的容量意味着在旅途中使用更少的卡车。4.Goodpackaginginterfaceswellwiththeorganization’smaterialshandlingequipmentandallowefficientutilizationofstoragespaceaswellastransportationcubeandweightconstraints.好的包装能与企业的物资搬运设备匹配，有助于更有效的利用仓储空间和运输空间以及符合重量限制。Text2FunctionsofPackagingWhentransportationgoodsfromsourcetocustomer,packagingisanessentialfeatureoftheproductandtheformthistakesisoftenconsideredapartofthelogisticsprocess.Industrialpackagingshouldperformthefollowingfunctiontomeetintegratedlogisticsrequirements.Morespecifically,packagingperformsfourfunctions.*Text2FunctionsofPackaging【Para1】Containment（包装商品）Productsmustbecontainedbeforetheycanbemovedfromoneplacetoanother.Tofunctionsuccessfully,thepackagemustcontaintheproduct.Ifthepackagebreaksopen,theitemcanbedamagedorlost,orevencauseenvironmentalpollution.*Text2FunctionsofPackaging【Para2】Protection（保护商品）Packagingplaysavitalroleinprotectingproductsastheygofromthemanufacturertotheconsumer.Packagingisdesignedtoensurethattheproductreachestheconsumeringoodcondition.Itshouldprotectthegoodsfromdamageduringhandling,storingandtransportation.Damagescausedbyvibration,impact,punctureorcompressioncanhappenwheneverapackageisbeingtransported.Hence,packagedesignandmaterialmustcombinetoachievethedesiredlevelofprotection.*Text2FunctionsofPackaging【Para3】ImprovingtheLogisticsEfficiency（提高物流效率）Packagingplaysasignificantrolewithinlogisticsanditsoptimaldesignisimportantfortheefficientfunctioningofthewholelogisticssystem.*Text2FunctionsofPackagingPackagingaffectsnotonlymarketingandproductionbutalsointegratedlogisticsactivities.Forexample,thesize,shapeandtypeofpackagingmaterialinfluencethetypeandamountofmaterialhandlingequipment.Likewise,packageandsizeandshapeaffectloading,unloadingandthetransportingofaproduct.Theeasieritistohandleaproduct,thelowerthetransportationrate.Therefore,ifthepackageisdesignedforefficientlogisticalprocessing,overallsystemperformancewillbenefit.*Text2FunctionsofPackaging【Para4】Communication（信息传递）Theimportantlogisticalpackagingfunctioniscommunicationorinformationtransfer.Theinformationcontainedonthepackagetellstheconsumerwhattheproductisandhowtouseit.Theinformationprovidedonpackagingallowstheconsumertodecisionsontheproduct’spurchaseanduse.*Text2FunctionsofPackagingApackagemustprotectwhatitsellsandsellwhatitprotects.Modernmethodsofconsumermarketingwouldfailwereitnotforthemessagescommunicatedonthepackage.Itisnotonlythesalespackagethatmustcommunicate.Warehousesanddistributioncenterswouldbelessefficientiftransportpackageslackedlabelsorcarriedincompletedetails.Wheninternationaltradeisinvolvedanddifferentlanguagesarespoken,theuseofclear,readilyunderstoodsymbolsonthetransportisessential.*Text2FunctionsofPackagingToidentifypackagecontentsofreceivingandshippingisthemostobviouscommunicationroleofpackaging.Typicalinformationincludesmanufacturer,product,containertypeandcount.Thecommunicationroleoflogisticspackagingistoprovideinstructionofhowtopreventpossibledamage.*Text2FunctionsofPackagingNewWordsandPhrases functionn.功能，职责 sourcen.来源，出发地 performv.履行，完成 integratedadj.整体的，综合的，完全的 requirementn.需要，需求 specificallyadv.特别地，具体地，明确地*Text2FunctionsofPackaging containmentn.包含，包括，容纳 manufacturern.制造商，生产商 consumern.消费者，用户 vibrationn.振动，动摇 impactn.冲击，挤压，压紧 puncturen.刺穿，穿孔 compressionn.压缩，压制 combinev.使结合，综合，整合 optimaladj.最佳的，理想的*Text2FunctionsofPackaging influencev.影响，改变 lackv.缺乏，不足 labeln.标签 identifyv.识别，确认 containern.集装箱，容器 distributioncenter配送中心*Text2FunctionsofPackagingNotes1．Industrialpackagingshouldperformthefollowingfunctiontomeetintegratedlogisticsrequirements.工业包装通过履行特定功能来满足物流整合的需求。*Text2FunctionsofPackaging2．Ifthepackagebreaksopen,theitemcanbedamagedorlost,orevencauseenvironmentalpollution.如果包装破裂，商品可能会损坏、丢失、甚至造成环境污染。3．Itshouldprotectthegoodsfromdamageduringhandling,storingandtransportation.在货物搬运、储存和运输过程中，包装可以保护货物不受损坏。*Text2FunctionsofPackaging4．Hence,packagedesignandmaterialmustcombinetoachievethedesiredlevelofprotection.因此必须综合利用包装设计和原材料两方面，以此实现满意的保护水平。5．Packagingaffectsnotonlymarketingandproductionbutalsointegratedlogisticsactivities.包装不仅影响市场销售和产品而且影响物流活动的整合。*Text2FunctionsofPackaging6．Theeasieritistohandleaproduct,thelowerthetransportationrate.货物处理越容易，运输费用就越低。7．Modernmethodsofconsumermarketingwouldfailwereitnotforthemessagescommunicatedonthepackage.如果包装上没有相关信息，现代的营销手段将不起作用。*Text2FunctionsofPackaging8．Warehousesanddistributioncenterswouldbelessefficientiftransportpackageslackedlabelsorcarriedincompletedetails.如果运输包装上没有标签或标签上的细节信息不完整，仓库和配送中心的工作效率就会受影响。*Dialogue2thePackagingofBeer（Mr.LinisamarketingmanagerofTsingtaoBreweryGroupinChina.PeterisabusinessmanfromEuropeanUnion.NowMr.LinisdiscussingthepackagingofBeerwithPeter） Peter:Mr.Lin,I’mverygladwe’vesettledthetermsforthetransactionof500casesofTsingtaoBeeringeneral,andIwouldliketoknowwhat’syourpackingfortransportation.*Dialogue2thePackagingofBeer Lin:Asarule,whenpackingthesesmallbottlesofbeer,wepackthemsixbottlesinonecarton,andfourcartonsinonebox.Besides,alltheseboxesshouldbelinedwithshockproofcardboardfrominsideandreinforcedwithstrapsfromoutside. Peter:That’sok.ButIstillwanttodiscussthematterofpackingthebeer.Willyouhearmycomments?*Dialogue2thePackagingofBeer Lin:Certainly.Wewarmlywelcomeyourcommentsandsuggestions. Peter:Yourpresentpackingisinglassbottlesoftwosizes–largeandsmall.Onelargebottlesistoomuchforanordinarypersontoconsumeatonetime,whilethesmallsizeseemsjustright. Lin:Thiscommentofyoursisverygood.Weshouldconsiderthenormalquantitythatanordinarypersonconsumesatonetime,whenwedecideonthesizeofthebeerbottle.*Dialogue2thePackagingofBeer Peter:Idon’tthinkglass-bottlesarepopularnowadaysforliquids.Theshortcomingsareobvious:first,theyareeasilybrokenintransiteventhoughyouput24bottlesinawell-linedbox;second,glass-bottlesaretooheavyanditwouldincreasethecostoffreight;third,itisnotconvenienttoconsumethebeerpackedinbottlesbecauseyouhavetouseabottle-openertoopenthem. Lin:Yes,alltheseshortcomingexistasamatteroffact.Doyouhaveanygoodideas?*Dialogue2thePackagingofBeer Peter:Liquidsarenowpackedintins,whichhavebeengainingpopularityontheworldmarket.Manyleadingcompaniesofbeverage,suchasCocaCola,theypacktheirliquidsintins.Ithinkyoucouldusesimilarpackingandincorporateanopeneronthetopofeachtin. Lin:Asfarasyouknow,whenwepackourexportliquidsintins,itwillgreatlyincreasethecostofpacking.Nowwearemakingeffortstoreducetheproductioncostoftins.*Dialogue2thePackagingofBeer Peter:Icanunderstandthat.ButIhopethatyouwillspeedupyoureffortsinthatdirection.InfactI’vealreadyseensomegoodresults. Lin:Isthatso?What’sthat? Peter:AtthelastGuangzhouFair,Itastedblackteaready-made,andpackedinpapercartons.Thatpackingwouldgreatlyreducethecostofthegoods.*Dialogue2thePackagingofBeer Lin:Thepapertinscanonlybeusedtopackliquidsliketeaandmilk,butnotbeerperhaps,becausethereissomegasaswellasthepressurefrominsideofthecontainerwhenthecontainerisopened.So,I’mafraidpapertinscannotstandthepressure. Peter:Youareright.YouseeI’veforgottenthedifferencebetweenbeerandsoftdrinks.*Dialogue2thePackagingofBeer Lin:Yourthoughtsareveryhelpful.I’lltransferyourvaluableproposalsmentionedtodaytoourproductiondepartmentforstudysoastoimproveourpacking.Thankyouverymuch.*Dialogue2thePackagingofBeerNewWordsandPhrases beern.啤酒 TsingtaoBreweryGroup青岛啤酒集团 transportationn.运输，运送 reinforcev.加强，增援，加固 strapn.带，皮带 liquidn.液体，流体 shortcomingn.缺点，短处*Dialogue2thePackagingofBeer transitn.搬运，运输，运输线 bottle-opener启瓶器 beveragen.饮料 CocaCola可口可乐 incorporatev.(使)合并，并入，合编 GuangzhouFair广州商品交易会*Dialogue2thePackagingofBeerNotes1．Asarule,whenpackingthesesmallbottlesofbeer,wepackthemsixbottlesinonecarton,andfourcartonsinonebox.Besides,alltheseboxesshouldbelinedwithshockproofcardboardfrominsideandreinforcedwithstrapsfromoutside.一般来说，我们在包装这些小瓶啤酒时，6瓶为一盒，4盒装一箱。并且，这些箱子都需要里面内衬防震板，外加加固条。*Dialogue2thePackagingofBeer2．Idon’tthinkglass-bottlesarepopularnowadaysforliquids.Theshortcomingsareobvious:first,theyareeasilybrokenintransiteventhoughyouput24bottlesinawell-linedbox;second,glass-bottlesaretooheavyanditwouldincreasethecostoffreight;third,itisnotconvenienttoconsumethebeerpackedinbottlesbecauseyouhavetouseabottle-openertoopenthem.我认为现在用玻璃瓶子装饮料已不太时兴，其缺陷是很明显的：第一，运输途中易破，即使你在纸箱里装上24瓶，衬垫得很好，也会是这样；第二，玻璃太重，这必然增加运费；第三，酒装在瓶子中喝起来不方便，因为你得用一把启瓶器来开瓶盖子。*Dialogue2thePackagingofBeer3．Thepapertinscanonlybeusedtopackliquidsliketeaandmilk,butnotbeerperhaps,becausethereissomegasaswellasthepressurefrominsideofthecontainerwhenthecontainerisopened.So,I’mafraidpapertinscannotstandthepressure.纸质罐头壳只能用于茶、牛奶之类的饮料，恐怕对啤酒不太合适，因为啤酒打开后要出现气体，从容器内部就产生压力，纸质壳子恐怕经受不住吧？*Dialogue2thePackagingofBeerTips：1.Wehavedefinitewaysofpacking…2.Astosilkblouses,weuse…,allreadyforwindowdisplay.3.Ihopethepackingwillbe….4.Wehavehereasamplepacking…5.DoyoumindifIgiveyoualittlesuggestion?.6.Yourpackingneedsimprovement.Imean...7.Yoursuggestiononpackingiswelcomeaswell.8.What’syourouterpacking?.9.Cardboardboxesarelighttohandleandlessexpensivewhilewoodencasesareclumsyandcostmore.*Exercise1.运输标志包含了识别标志、识别号码、托运商品的总数，还有到货地点和港口等。Shippingmarkcontainsidentificationmark,identificationnumber,andtotalnumberofitemsinthecompleteconsignment,andalsotheplaceandportofdestination.2.最佳的包装会提高服务质量，减少成本，改善物资搬运水平。Thebestpackageincreasesservice,decreasescost,andimproveshandling.Exercise3.包装不仅影响销售和生产而且影响整合物流的其他环节。Packagingaffectsnotonlymarketingandproductionbutalsomanyotherintegratedlogisticsactivities.4.包装为客户提供了产品的信息，通过使用各种造型和色彩的包装对产品会产生促销作用。Packagingprovidescustomerswithinformationabouttheproductandpromotestheproductthroughtheuseofcolorandshape.ExerciseCaseStudy1:包装Tom:最近怎么样，Bill？Bill：我现在还好，正在忙我的包装生意。Tom：最近，包装越来越吸引消费者，这肯定将有助于推动销售，所以你应该注意我的商品的包装。Bill：是的，这是真的，作为这一领域的经理，我知道包装意味着什么。面对来自生产相同毛巾厂家的剧烈竞争，不能只靠质量，而且还要漂亮。Tom：对。我们会注意使这些毛巾既美观，价格又有吸引力。Bill：我们开始包装我们的产品了。Tom：外包装怎么样？ExerciseBill：我们会在一个盒子里装6条不同颜色的毛巾，10盒装一纸箱。Tom：你能否用木箱？Bill：为什么用木箱？Tom：我恐怕纸板盒装不利于海上运输。Bill：不必担心这一点。纸箱内衬有防水塑料布，而且由于纸箱是硬纸板的，所以在搬运的时候会小心处理。Tom：好的，但是我关心的是，在发生损害或者失窃，保险公司将拒绝赔偿的不当包装或不适合海上航程的包装。Bill：恩，如果你坚持，我们将用木箱，但这种收费的包装将是相当高的，也放慢了运输。Tom：那么，我立即发电报回去，要求此事给予最终确认。Bill：好的，我等你的回复。ExerciseCaseStudy2:选择包装的类型Jenny:我研究了10个备选 方案 气瓶 现场处置方案 .pdf气瓶 现场处置方案 .doc见习基地管理方案.doc关于群访事件的化解方案建筑工地扬尘治理专项方案下载 ，现在我已经缩小到两个可能性，我简称为A型和B型。A型接近现行系统。Tom：那么使用他们的成本如何呢？Jenny：根据我的研究，处理这两种类型的容器的费用与目前在我们的配送中心所使用的是相同的。价格上B型高于A型。每个B容器只能用8次，而A型能用10次。Tom：让我看看。如果我们要降低生产成本，我们最好选择A型。Dialogue2thePackagingofBeerSupplementaryReading DevelopmentofPackaging PriortoWorldWarII,packagingwasusedprimarilytosurroundandprotectproductsduringstorage,transportation,anddistribution.Somepackagesweredesignedwithaestheticappealandevenforease-of-usebytheendconsumer,butpackagedesignwastypicallylefttotechnicians.*Dialogue2thePackagingofBeerAfterWorldWarII,however,companiesbecamemoreinterestedinmarketingandpromotionasameansofenticingcustomerstopurchasetheirproducts.Asaresult,moremanufacturersbegantoviewpackagingasanintegralelementofoverallbusinessmarketingstrategiestolurebuyers.*Dialogue2thePackagingofBeerThisincreasedattentiontopackagingcoincidedwithsocioeconomicchangestakingplacearoundtheworld.Asconsumersbecamebettereducatedandmoreaffluent,theirexpectationsofproducts—andtheirrelianceonthem—increasedaswell.Consequently,consumersbegantorelymuchmoreheavilyonmanufacturedgoodsandprocessedfooditems.Newtechnologiesrelatedtoproduction,distribution,andpreservativesledtoamassiveproliferationinthenumberandtypeofproductsandbrandsavailableinindustrializednations.Thus,packagingbecameavitalmeansofdifferentiatingitemsandinforminginundatedconsumers.*Dialogue2thePackagingofBeerTheimportanceofconsumerpackagingwaselevatedintheUnitedStatesduringthelate1970sand1980s.Rapidpost-wareconomicexpansionandmarketgrowthwanedduringthatperiod,forcingcompaniestofocusincreasinglyonluringconsumerstotheirproductorbrandattheexpenseofthecompetition.Packagedesignbecameamarketingscience.And,asanewcorporatecost-consciousnessdevelopedinresponsetoincreasedcompetition,companiesbegantoalterpackagingtechniquesasawaytocutproduction,storage,anddistributionexpenses.Furthermore,marketersbegantoviewpackagingasatooltoexploitexistingproductlinesbyaddingnewitemsandtopumpnewlifeintomaturingproducts.*Dialogue2thePackagingofBeerToday,goodpackagedesignisregardedasanessentialpartofsuccessfulbusinesspractice.Sincemanypotentialcustomersfirstnoticeanewproductafterithasarrivedontheshelvesofastore,itisvitalthatthepackagingprovideconsumerswiththeinformationtheyneedandmotivatethemtomakeapurchase.Butpackagingdecisionsinvolveanumberoftradeoffs.Whilemakingaproductvisibleanddistin