European Stars and Stripes (Newspaper) - June 21, 1994, Darmstadt, Hesse                                Page 18 the stars and stripes Money matters a tuesday june 21, 1994today�?Ts rates following Are fixed rates at which Community banking and credit Union facilities will sell foreign currencies to . Personnel for Persona use British Pound. 1.58 dutch Guilder. 1.75 German Mark. 1.56 greek drachma .234.4875 note tha rates above apply within the Host country. Figures Are expressed in dollars to he British Pound other currencies to the Dollar following Are Interbank rates that fluctuate and should be regarded As the approximate value of the . Dollar to foreign currencies v austrian schilling.11.3250 Bahrain Dinar. 0.37675 belgian franc. 33.73 British Pound 1.5367 Canadian Dollar .1.3940 danish Krone .6.3233 dutch Guilder. 1.7920 French franc. 5.4633 German Mark .1.5990 italian lira .1,584.43 Kuwait Dinar. 0.29640 norwegian Krone .7.0020 portuguese escudo .167.55 saudi rial. 3.75 Spanish peseta. 133.47 Swiss franc 1 3500 turkish lira 31,000.00 Noto figures Are expressed in dollars to the British Pound other currencies to the Dollar Gold quote $390.00 an ounce Silver quote.1 $5.50 an ounce sources merchants National Bank amp Trust co. The associated press United press International Summers Don t Stoke Dow Cool calculation uncovers by Chet Currier the associated press new York a sobering news for the nations investors no matter what any broker tells you there will be no a summer rally in the Stock Market this year. That unequivocal declaration can be heard right now from a variety of financial analysts who done to claim any special Powers to divine the future for All they know these analysts acknowledge Stock prices May Rise appreciably Between now and Date september. But even if the Dow Jones Industrial average Breaks 5,000 by the fourth of july they say none of the credit will belong to the summer rally a a bit of folklore they contend should have Long since been retired from brokerage boardrooms along with Green Eye shades and paper ticker tape. A there is no such thing As a a summer rally on Wall Street a said Louis Nanct lick publisher of the investment letter met review in incline Village Nev. A such a big Deal is made of the a summer rally that one might get the impression the Market puts on its Best dazzle not Only does the Market rally in every season of the year but it does so with More gusto in the Winter Spring and fall than in the  Yale Hirsch Stock trader s almanac dazzle performance in the summertime a noted Yale Hirsch in his annual Stock traders almanac. A nothing could be further from the truth. A not Only does the Market a rally in every season of the year but it does so with More gusto in the Winter Spring and fall than in the  Hirsch arrived at that conclusion by measuring Over the past 30 years How much in aggregate the Dow Jones Industrial average gained to its highest level in each of the four Calendar seasons from its Low Point in the two months leading up to that seasons arrival. Winter showed a Rise totalling 409 per cent Spring 300 percent and fall 291 percent. Summer came in last with 273 percent. It is easy to imagine How the myth of a summer rally might have sprung up. In the Days before air conditioning and year round institutionalized investment management it was especially Tough to attract much business to Wall Street in the summertime. So brokers dependent on commissions for their livelihood would have been eager to develop whatever Means they could of prodding customers out of their hammocks and Beach chairs and into the Stock Market. But now in the age of cellular phones and asset allocation by computer the pitch has lost most of its reason for existence. Its statistical basis was always Flimsy. A historically the Market has a Flat performance record for the summer period a said Bob Dickey technical analyst at dam Bosworth inc. In Minneapolis. A sure you can measure from a May or june Low to an August High and come up with a statistical gain but most of that time is usually spent within a trading range.�?�. It marketing can lose a lot in translation product disaster lurks in colors symbols twisted slogans by Harry berkow1t2 news Day when Mcdonald a and coca cola blundered recently by using the saudi arabian Flag on packaging they were adding to a Long history of companies committing International marketing Faux Pas. Over the years various companies have used inappropriate symbols dances phrases and even colors without realizing that they were being offensive. Consultants who specialize in creating identities for brands say the problem does not arise As much As it used to because companies arc More careful to Check with local experts before they introduce a new product name slogan or promotion a a we have Learned about How to do business in diverse cultures but we re Stih learning a said Brad Trask a spokesman for Mcdonald a International. A this is our first. Global promotion. In the past its been a local or regional marketing  Mcdonald a had been putting the 24 flags of countries participating in the world cup games on millions of Happy meal bags in a dozen countries in Europe with plans to add two Middle Eastern countries Trask said. The problem is that the saudi Flag includes a passage from the Koran which is not supposed to be used As packaging that gels crumpled up and thrown away. The saudi embassy in London complained and Mcdonald s agreed to withdraw the bags. Similarly the coca cola co. Had been putting the flags on cans in Spavin and agreed to Slop. Flags Are not the Only images that can create International problems. When Gerber began distributing baby food jars with pictures of smiling babies in Africa people were horrified since they were used to seeing Only the contents of products depicted on labels. Muslims in ban coca cola cans in Madrid Spain display the saudi arabian Flag to promote the world cup. Trouble is the arabic script on the Flag is from the Koran which muslims say is not supposed to be quoted in packaging. Gladesh rampaged when they mistook the Thom can logo on sandals for a fall aha in arabic. Both coca cola and Pepsico inc. Have run into a few problems with translations Over the years. Coca cola could not use the chinese characters that would have resembled the product name because that would have translated to a bite the Wax tadpole Quot according to for cod country and cola co a a Book by Robert w. Woodruff. Instead it eventually used an alternative that meant a can Mouth can  in Taiwan the slogan a Conte alive with the Pepsi generation translated rather poorly into a Pepsi will bring your ancestors Back from flip dead a according to Woodruff a Book. Among other examples of translation gaffes a the Kentucky Fried Chicken slogan a Finger Licking Good translated to a heat your fingers off in chinese. A when Otis engineering took part in an exhibition in Moscow a translator rendered a a completion equipment sign into a equipment for orgasms. A a when Coors tried to translate a slogan with the phrase a turn it Loose into Spanish it came out As a drink Coors and get  a when Braniff airlines was trying to promote its leather seats on Spanish Lan Guage radio in the United states the message sounded instead As if it were encouraging travellers to a Fly  a another Spanish and promoted loud Weiser As a Queen of Beers and yet another said Bud Lite was a filling less de  car names often done to Cross Borders very Well. Ford decided not to use the name Pinto in Brazil because ii Slang it referred to a Small body Organ scan Mexico Caliente was rejected As a substitute for Fords Comet because it was Slang for �?ostreetwalker.�?�. It works both ways though. Roger e. Axtell the former vice president for worldwide marketing at Parker pen co., who has written six books on the a a do a and taboos of International business behaviour cites several foreign brands that could not Click in the United states including a French soft drink called Phitt and the japanese Coffee Creamer named cheap Nike ran a commercial with people from various countries supposedly saying a just do it in foreign languages but a Samburg tribesman was actually saying a i done to want these a give me big  sometimes a company could have avoided embarrassment if Only it had cheeked an English dictionary. Houston natural Gas changed its name to enter on Only to discover that the word referred to the body a alimentary canal through which food passes and is digested. The company switched the name to Enron. Some companies such As Kodak and Exxon try to choose corporate names that done to mean anything but sound Good everywhere and Are not embarrassing anywhere. Exxon tested pronunciation of the new name in 56 languages and 113 dialects Axtell said. L doom a or used in the wrong countries. When United airlines started flying from Hong Kong it handed out White carnations a Only to discover that to Many asians such Flowers represent death and bad Luck. United also tripped up with a promotional Campaign using the slogan a we know the Orient when it mismatched pictures of foreign coins and names of far Eastern countries. Even numbers can get a company into trouble. In Japan the number 4 is unlucky so packagers avoid not Only the number but even packaging four items together even colors can doom a product when