商務(wù)英語(yǔ)部分課文翻譯

1、Hard work doesnt always payDoes it ever make sense to contribute your labour free of charge? Matthew Lewis, then an out-of-work masters graduate, decided it did. Sadly, the introductions to employers promised in lieu of a salary never materialised. Instead, he spent six months interning at a busines

2、s development consultancy making sales calls without pay or commission. “I did the same job as the guys who hired me but they were salaried and I wasnt,” he says.付出勞動(dòng)但不收取報(bào)酬有任何意義嗎？當(dāng)時(shí)正處于失業(yè)狀態(tài)的碩士畢業(yè)生馬修?劉易斯(Matthew Lewis)曾經(jīng)斷定，這么做確實(shí)有意義。遺憾的是，不付薪水但向用人單位推薦的承諾從未兌現(xiàn)。相反，他在一家商業(yè)發(fā)展咨詢公司實(shí)習(xí)了6個(gè)月，做著打推銷電話的工作，卻未得到薪水或傭金。他說(shuō)，

3、“我和雇用我的人做著相同的工作，但他們領(lǐng)工資，我卻沒有工資?！?His is not an isolated case. Reports abound of unfair practices. In February, a BBC documentary, Who Gets the Best Jobs, highlighted the prevalence of unpaid internships in the world of fashion PR. More recently, HSBCs legal division was accused of nepotism and bolste

4、ring social inequality when a senior employee implied that his department limited work experience to the offspring of its own executives. In April, Nick Clegg, the UK deputy prime minister, said Whitehall would ban informal internships as part of a drive to improve social mobility.馬修的經(jīng)歷并非個(gè)例。有關(guān)不公平做法的

5、報(bào)道數(shù)不勝數(shù)。2月份，英國(guó)廣播公司(BBC)一部名為誰(shuí)得到了最好的工作(Who Gets the Best Jobs)的紀(jì)錄片著重介紹了時(shí)尚公關(guān)領(lǐng)域無(wú)薪實(shí)習(xí)盛行的狀況。最近，匯豐(HSBC)法律部被指支持裙帶關(guān)系和助長(zhǎng)社會(huì)不公，因?yàn)橐晃桓呒?jí)職員暗示他的部門把實(shí)習(xí)機(jī)會(huì)留給部門高管的子女。4月份，英國(guó)副首相尼克?克萊格(Nick Clegg)表示，作為改善社會(huì)流動(dòng)性舉措的一部分，白廳(Whitehall)將禁止非正式的實(shí)習(xí)生制度。 Now the controversy has been stoked further by former intern Ross Perlin. In an expo

6、s of questionable practices, Intern Nation: How to Earn Nothing and Learn Little in the Brave New Economy, he estimates there are 500,000 unpaid interns in the US, subsidising corporate America to the tune of $2bn a year.眼下，前實(shí)習(xí)生羅斯?波林(Ross Perlin)又為這場(chǎng)爭(zhēng)議火上澆油。他在實(shí)習(xí)生之國(guó)：如何在美麗新經(jīng)濟(jì)中分文不賺并所學(xué)甚少(Intern Nation: H

7、ow to Earn Nothing and Learn Little in the Brave New Economy)一書中揭露了一些成問(wèn)題的做法。據(jù)他估計(jì)，美國(guó)有50萬(wàn)名無(wú)薪實(shí)習(xí)生，他們每年為美國(guó)公司節(jié)約費(fèi)用高達(dá)20億美元。 However, stories of employers in fashion, politics, advertising and the media giving a leg-up to sons and daughters of acquaintances, or taking advantage of jobless graduates desperate

8、 for an inside track, paint a partial picture. For every alleged abuse there are also companies using internships to spot outstanding potential and beat competitors in the annual scramble for the best students. “For us, internships are an investment,” says Fran?ois de Wazires, international recruitm

9、ent director at LOral, which recruits 3,400 interns worldwide and pays them. He says they receive an average of about 1,500 ($2,400) in the UK and 1,400 ($2,000) in France.但是，時(shí)尚、政界、廣告和媒體業(yè)的雇主向熟人的子女提供幫助，或者對(duì)那些還沒找到工作、迫切希望獲得有利地位的畢業(yè)生大加利用，這些報(bào)道僅描繪出了部分真相。盡管有多種陋習(xí)受到指責(zé)，也有公司利用實(shí)習(xí)生制度物色杰出人才，在每年一度的優(yōu)等生爭(zhēng)奪戰(zhàn)中擊敗對(duì)手。歐萊雅(LO

10、ral)在全球招聘3400名實(shí)習(xí)生，并向他們支付薪水。歐萊雅全球招聘總監(jiān)弗朗索瓦?德瓦茲耶赫(Fran?ois de Wazires)表示：“對(duì)于我們來(lái)說(shuō)，招聘實(shí)習(xí)生是一筆投資。”他表示，實(shí)習(xí)生在英國(guó)的平均薪水為1500英鎊（合2400美元），在法國(guó)是1400英鎊（合2000美元）。 Some interns at other companies receive non-financial rewards such as a phone after working on a campaign for a mobile phone brand. More important perhaps, p

11、ractical experience can be a crucial springboard into employment as employers often see it as vital way to spot talent. The creative industries have a tradition of doing this. Like many agencies, marketing group Iris Worldwide hosts unpaid students and encourages them to brainstorm and work up ideas

12、. “The thing students need most is experience and access to people in the industry,” says Ian Millner, the chief executive也有些公司的實(shí)習(xí)生會(huì)收到非財(cái)務(wù)性獎(jiǎng)勵(lì)，比如參加某手機(jī)品牌活動(dòng)的相關(guān)工作之后可獲得一部手機(jī)。或許更為重要的是，實(shí)際經(jīng)驗(yàn)可能成為日后就業(yè)的關(guān)鍵跳板，因?yàn)橛萌藛挝唤?jīng)常把實(shí)習(xí)視為發(fā)現(xiàn)人才的一條重要途徑。各種創(chuàng)意性行業(yè)都有這么做的傳統(tǒng)。像許多機(jī)構(gòu)一樣，營(yíng)銷集團(tuán)艾睿思環(huán)球(Iris Worldwide)免費(fèi)招聘學(xué)生前來(lái)實(shí)習(xí)，鼓勵(lì)他們進(jìn)行頭腦風(fēng)暴，發(fā)掘出種種創(chuàng)意。該公

13、司首席執(zhí)行官伊恩?米爾納(Ian Millner)表示，“（學(xué)生們）最需要的是獲取工作經(jīng)驗(yàn)并結(jié)識(shí)行業(yè)內(nèi)人士”。 The counter-argument is that giving employers a free ride with un-paid labour props up companies that would otherwise go out of business, depresses wages and limits the career options for students who cannot afford to work free. Mr Perlin also

14、argues that internships take away opportunities from regular workers.反對(duì)的觀點(diǎn)則認(rèn)為，允許用人單位搭乘無(wú)償勞動(dòng)的便車，讓一些原本會(huì)倒閉的公司得以維續(xù)。這么做也使企業(yè)得以壓低工資，并限制了學(xué)生的職業(yè)選擇他們的經(jīng)濟(jì)狀況不允許他們免費(fèi)勞動(dòng)。波林還認(rèn)為，實(shí)習(xí)生制度剝奪了正式員工的機(jī)會(huì)。 When does give and take tip over into exploitation? In the UK, it boils down to whether an individual falls within one of fou

15、r exemptions to the National Minimum Wage Act: volunteers; voluntary workers; work-shadowing/work experience; and students on course placements. Simply labelling someone an intern is not a get-out, says Alison Clements of Lewis Silkin, the law firm. What matters is whether “they are performing real

16、work” and are obliged to work fixed hours.這種“一個(gè)愿打、一個(gè)愿挨”的做法何時(shí)會(huì)變質(zhì)成為剝削？在英國(guó)，判斷標(biāo)準(zhǔn)就是實(shí)習(xí)生是否屬于全國(guó)最低工資法案(National Minimum Wage Act)中規(guī)定的四種例外情況：志愿者、義務(wù)工作人員、工作觀摩/工作實(shí)踐和課程實(shí)習(xí)生。簡(jiǎn)單地給某人貼上“實(shí)習(xí)生”標(biāo)簽不是解決辦法，Lewis Silkin法律事務(wù)所的艾莉森?克萊門茨(Alison Clements)表示。重要的是，他們“是否從事真正的工作”，以及工作時(shí)間是否是固定的。 Adam Foreman, a partner at Littler Mendel

17、son, the law firm, says US law that guarantees interns a minimum wage is often ignored. Because “the interns are hoping to turn their internships into full-time jobs”, he says, transgressors are rarely hauled before the courts.利特勒?門德爾松律師事務(wù)所(Littler Mendelson)的合伙人亞當(dāng)?福爾曼(Adam Foreman)表示，美國(guó)法律規(guī)定應(yīng)向?qū)嵙?xí)生支付最

18、低工資，但這常常被忽略。他表示，因?yàn)椤皩?shí)習(xí)生們希望通過(guò)實(shí)習(xí)經(jīng)歷成為正式員工”，所以犯規(guī)者很少被起訴至法庭。 In Intern Nation, Mr Perlin dissects the employment practices of some of the worlds biggest corporations, inc-luding Disney, which he accuses of replacing “well-trained, decently compensated full-timers” with an army of low-paid interns. But for

19、employers that approach recruitment strategically, internships are typically a cost albeit one they hope will pay off in better, happier recruits.在實(shí)習(xí)生之國(guó)一書中，波林剖析了一些全球知名大公司的招聘慣例，比如他指責(zé)迪斯尼(Disney)用大量低薪實(shí)習(xí)生取代了“訓(xùn)練有素、薪酬可觀的正式員工”。但是，對(duì)于那些以戰(zhàn)略性眼光對(duì)待招聘事宜的雇主而言，實(shí)習(xí)制度通常是一項(xiàng)成本只不過(guò)，他們希望這項(xiàng)付出未來(lái)有所回報(bào)，令他們招到更好、更滿意的員工。 By Septem

20、ber this year, the UK division of PwC, the professional services firm, will have recruited about a third of its 2012 graduate intake from its summer vacation interns. Over the coming weeks, the group selected through open competition will be paid a graduate starting salary, meet clients, receive tra

21、ining and tackle a project. “Our recruitment tools can tell us whether a candidate is right for us,” says Richard Irwin, head of student recruitment. But without this kind of hands-on experience, “what the candidate might not know is whether we are right for them”.到今年9月，專業(yè)會(huì)計(jì)師事務(wù)所普華永道(PwC)的英國(guó)分部將已經(jīng)招募到其

22、2012年畢業(yè)生總錄用人數(shù)的三分之一，這些人都來(lái)自該公司的暑假實(shí)習(xí)生計(jì)劃。在接下來(lái)的幾周內(nèi)，這批在公開競(jìng)爭(zhēng)勝出的實(shí)習(xí)生將開始領(lǐng)取畢業(yè)生起薪，會(huì)見客戶，接受培訓(xùn)并接手項(xiàng)目。“我們的招聘工具能夠告訴我們，某一位候選人是否適合我們，”校園招聘負(fù)責(zé)人理查德?歐文(Richard Irwin)表示，但是，若沒有這種實(shí)踐經(jīng)驗(yàn)，“候選人可能不清楚我們是否適合他們”。 All too often, says Rajeeb Dey, founder of Enternships, which arranges work placements in smaller businesses, employers fa

23、il to think through “what it means to have another person inside the company” and interns end up “running random errands”. They leave with a negative perception of the business that they may pass on to fellow students, including via websites such as Interns Anonymous.Enternships是一家負(fù)責(zé)安排在小型公司工作實(shí)習(xí)的機(jī)構(gòu)，其

24、創(chuàng)始人拉杰卜?戴伊(Rajeeb Dey)表示，非常普遍的情況是，用人單位并沒有認(rèn)真思考“公司里多進(jìn)一個(gè)人有什么意義”，結(jié)果是讓實(shí)習(xí)生們“干些零散的雜活兒”。他們帶著對(duì)公司的負(fù)面印象離開之后，有可能通過(guò)Interns Anonymous等網(wǎng)站把這種印象傳遞給他們的同學(xué)們。 Allowing interns “quality time away from their desks” so they can explore the organisation is important, says Jennifer Cook, a graduate rec-ruitment adviser at Lin

25、klaters, the law firm. For John Cordrey, a 2010 PwC tax intern, networking with other functions led to a change in his career plans. He is now set to join PwCs corporate finance team instead of the tax division of a rival, whose internship was “l(fā)ess flexible”, he says.年利達(dá)律師事務(wù)所(Linklaters) 的畢業(yè)生招聘顧問(wèn)詹尼

26、弗?庫(kù)克(Jennifer Cook) 表示，讓實(shí)習(xí)生“獲得一些工作之外的寶貴時(shí)間”，從而能夠了解他們所實(shí)習(xí)的公司，這一點(diǎn)很重要。對(duì)于普華永道2010年稅務(wù)部門實(shí)習(xí)生約翰?科德雷(John Cordrey)來(lái)說(shuō)，和其他職能部門的接觸讓他調(diào)整了職業(yè)規(guī)劃。他表示，現(xiàn)在他即將加入普華永道的公司財(cái)務(wù)團(tuán)隊(duì)，而不是一家競(jìng)爭(zhēng)對(duì)手的稅務(wù)部門，那里的實(shí)習(xí)生制度“沒這么靈活”。 As the expectations of students change, so must internships. Mr de Wazires says LOral “sells” its international careers

27、 to graduates. Until 2009, all interns did their placements in their home country, which for internationally minded high-fliers was frustrating. “For the current generation of students, early international experience has a much bigger appeal.”隨著學(xué)生們的預(yù)期發(fā)生變化，實(shí)習(xí)生制度也必須相應(yīng)調(diào)整。德瓦茲耶赫表示，歐萊雅正在向畢業(yè)生“推銷”國(guó)際職業(yè)發(fā)展機(jī)會(huì)。在

28、2009年之前，所有實(shí)習(xí)生都是在本國(guó)完成實(shí)習(xí)的，令那些具有國(guó)際頭腦的佼佼者們感到沮喪?！皩?duì)于當(dāng)前這一代學(xué)生來(lái)說(shuō)，早一點(diǎn)獲得國(guó)際經(jīng)驗(yàn)具有更大的吸引力?！?. Dos and donts for interns實(shí)習(xí)生注意事項(xiàng) Check out your chances. Ask how many interns are made permanent. If the answer is very few, this may indicate that interns are seen as a cheap expedient, rather than as future employees. 判明

29、你的機(jī)會(huì)。詢問(wèn)一下一般有多少實(shí)習(xí)生最后成為了正式員工。如果答案是“非常少”，可能說(shuō)明，公司把實(shí)習(xí)生視為降低成本的權(quán)宜之計(jì)，而并非未來(lái)的員工。 Establish the ratio of interns to staff. A high ratio can be a sign that the employers business model is unsustainable. 了解實(shí)習(xí)生與正式員工的人數(shù)比例。比例高可能表明，該公司的商業(yè)模式無(wú)法維持。 Check the work will be relevant. Also check what training you will rece

30、ive and who will manage you. 確保你從事的工作與公司核心業(yè)務(wù)相關(guān)。也要了解你將接受哪些培訓(xùn)以及誰(shuí)負(fù)責(zé)實(shí)習(xí)生的管理。 Decide if the internship will develop your skills. Is it merely a job someone else would have to do? Ben Lyons, co-director of campaigners Intern Aware, says he has come across advertisements for “intern receptionists and cooks”

31、. 判定實(shí)習(xí)是否會(huì)增進(jìn)你的技能。這只是一項(xiàng)其他人也必須做的工作嗎？Intern Aware運(yùn)動(dòng)副總監(jiān)本?萊昂斯(Ben Lyons) 表示，他就曾遇到過(guò)招聘“前臺(tái)實(shí)習(xí)生和廚師實(shí)習(xí)生”的廣告。 Dont be lured into working set hours without pay. Working flat-out can leave you no time to search for salaried employment. 不要被引誘接受工作時(shí)間固定但不付薪水的實(shí)習(xí)工作。一直忙工作可能使你沒有時(shí)間去物色支付薪水的工作。 Dont be afraid to look at other

32、 options. Becky Heath, co-founder of campaign group Internocracy, says that volunteering may teach you more than a business that treats interns as free labour. 不要害怕看看其他機(jī)會(huì)。運(yùn)動(dòng)組織Internocracy的聯(lián)合創(chuàng)始人貝基?希思(Becky Heath) 表示，和一家把實(shí)習(xí)生當(dāng)免費(fèi)勞力對(duì)待的公司相比，志愿者活動(dòng)可能會(huì)教會(huì)你更多東西。 People, meet the parentsWhen Procter & Gamble to

33、ok to British televisions this month to “recognise, celebrate and thank” mothers it had one particular parent in mind: itself. The real purpose behind the print and TV campaign was to showcase the US consumer goods group as parent to 50 household brands, such as Ariel detergent and Duracell batterie

34、s.本月初，當(dāng)寶潔公司(Procter & Gamble)在英國(guó)推出以“認(rèn)識(shí)、贊美和感謝”母親為主題的電視廣告時(shí)，該公司心里想的是一位特殊的“母親”它自己。這家美國(guó)消費(fèi)品集團(tuán)此番平面及電視宣傳攻勢(shì)的真實(shí)意圖，在于向世人展現(xiàn)其作為50個(gè)家居品牌的“母親”的形象其中包括碧浪(Ariel)洗滌產(chǎn)品和金霸王(Duracell)電池。It marks the first time P&G has linked its corporate name to its brands in the UK, making it something of a laggard. Nestl, the worlds bi

35、ggest food group by sales, has been using its name across its 6,000 brands for more than 20 years. Unilever, the Anglo-Dutch consumer group, has been banging the corporate drum for almost a decade.這是寶潔首次在英國(guó)將企業(yè)名稱與旗下品牌聯(lián)系在一起，這讓它多少有些“遲來(lái)”的味道。作為全球銷售額最大的食品公司，雀巢(Nestl)20多年來(lái)一直在旗下6000多個(gè)品牌上使用公司名稱。而英荷消費(fèi)品集團(tuán)聯(lián)合利華(

36、Unilever)著力推廣企業(yè)品牌形象也有近10年之久。Corporate branding, say its proponents, is a means of transferring all the good qualities of trust and reliability across an entire portfolio, be it from chocolate bars to cat-food or stock cubes to face creams.倡導(dǎo)者們表示，企業(yè)品牌推廣是一種將信任與信賴的良好品質(zhì)傳遞到整個(gè)產(chǎn)品組合的方式，無(wú)論是巧克力、貓糧，還是固態(tài)湯料乃至面霜等

37、各類商品。This is what Petraea Heynike, Nestls head of marketing and sales, calls the companys “seal of guarantee”. Not everyone at the Swiss group bought into the concept at first, she says: “We had to explain that its not about a brands one-to-one relationship with the consumer, but about who is making

38、 the product.”這正是雀巢營(yíng)銷與銷售總監(jiān)珀特賴亞?海奈克(Petraea Heynike)所說(shuō)的公司“品質(zhì)保證”。她表示，起初，這家瑞士公司并非所有人都認(rèn)同這一理念：“我們不得不解釋說(shuō)，企業(yè)品牌推廣無(wú)關(guān)某個(gè)具體品牌與客戶之間一對(duì)一的關(guān)系，而是要表明誰(shuí)生產(chǎn)了這種產(chǎn)品?！盩hese advantages spill over beyond relationships with consumers to retailers and even employees, as Paul Nevett, vice-president of Unilever Brand explains: “Con

39、sumers prefer to buy products from a company that they know and trust. Employees want to feel proud of what they do and talented people prefer to work for companies that are respected and trusted.”這些優(yōu)勢(shì)從與消費(fèi)者的關(guān)系蔓延到與零售商、甚至企業(yè)員工之間的關(guān)系，聯(lián)合利華品牌副總裁保羅?納維特(Paul Nevett)這樣解釋道：“消費(fèi)者更愿意從一家自己熟悉和信賴的公司購(gòu)買產(chǎn)品。員工們希望自己從事的工作

40、能帶來(lái)自豪感，而有才華的人樂(lè)于效力于受人尊敬和信賴的公司?！盚oward Robinson, a manager at customer insights agency Engage Research, goes one step further. “Overtly going out with a corporate ad is really talking to a different market place,” he says. “Thats talking to the retailer; I think its talking to the financial market, to

41、 analysts and shareholders. And there its about expressing power, might, influence and credibility.”消費(fèi)者研究機(jī)構(gòu)Engage Research的經(jīng)理霍華德?羅賓遜(Howard Robinson)說(shuō)得更進(jìn)了一步，“我認(rèn)為，公開打出企業(yè)廣告，實(shí)際上就是向市場(chǎng)的不同領(lǐng)域發(fā)出聲音，這是在告訴零售商，也是在告訴金融市場(chǎng)、分析師和股東們。廣告的目的是展示公司的實(shí)力、份量、影響力和公信力?！盨tuart Wood, executive creative director at Fitch, the des

42、ign and branding consultancy, believes much of it is aimed at retailers. If a company can show it “owns” a category by having a few of the top-selling yoghurts, say it is a powerful negotiating tool with shops. “You can approach retailers and say: As Mr Unilever or Danone I can help elevate your ent

43、ire yoghurt aisle because I have three or four big brands. You can negotiate a better environment for all these brands within that category and, because you are the leader, you will gain more than anyone else.”品牌設(shè)計(jì)咨詢機(jī)構(gòu)費(fèi)奇(Fitch)執(zhí)行創(chuàng)意總監(jiān)斯圖爾特?伍德(Stuart Wood)表示，企業(yè)品牌推廣主要針對(duì)的是零售商。如果一家公司能夠表明自己“擁有”一個(gè)門類的產(chǎn)品比如說(shuō)好幾

44、種熱賣的酸奶這是一種與商家談判時(shí)的強(qiáng)大武器?！澳憧梢越忧⒁患伊闶凵?，告訴他：我們聯(lián)合利華（或達(dá)能(Danone)）擁有三四個(gè)大品牌，能夠幫你們提升整個(gè)酸奶貨品區(qū)的檔次。你能夠?yàn)樵撻T類的所有品牌爭(zhēng)取到更好的環(huán)境；而且，由于你是市場(chǎng)領(lǐng)軍者，你還能得到比任何其他公司更好的條件?！盡oreover, the reassurance these ads provide to consumers is also aimed higher up the food chain since happy consumers buy more, which means investors, retailers an

45、d so on will be happier with the parent company.此外，寶潔企業(yè)品牌廣告對(duì)消費(fèi)者作出的保證，還旨在提升寶潔在“食物鏈”中所處的位置：因?yàn)樾臐M意足的消費(fèi)者會(huì)買更多東西，這意味著投資者、零售商及其他相關(guān)方將對(duì)母公司更加滿意。P&Gs own research in other markets would certainly appear to bear this out. It claims that similar corporate branding ads in the US, China, France and Brazil helped co

46、nsumers understand the link between P&G and its individual brands and as a result increased their propensity to buy its products. (The measurement used is proprietary, the group says, and cannot be disclosed.)寶潔自己在其他市場(chǎng)的研究，似乎注定會(huì)證實(shí)這一點(diǎn)。研究結(jié)果稱，寶潔在美國(guó)、中國(guó)、法國(guó)和巴西市場(chǎng)投放的類似企業(yè)品牌廣告，對(duì)于消費(fèi)者認(rèn)識(shí)寶潔與各子品牌之間的聯(lián)系有所幫助，并從而提升了他們購(gòu)

47、買寶潔產(chǎn)品的傾向性。（寶潔稱，相關(guān)測(cè)算方法為該公司專有，不便對(duì)外透露。）But, warns Don Williams, chief executive of Pi global, the branding agency, it can just so easily backfire and tarnish the whole portfolio if something goes wrong as happened with Toyota, the worlds biggest carmaker by sales, when it suffered a mass recall last ye

48、ar.但是，品牌咨詢機(jī)構(gòu)Pi global首席執(zhí)行官唐?威廉姆斯(Don Williams)警告稱，企業(yè)品牌推廣同樣也很容易事與愿違，如果某些地方出了差錯(cuò)，可能會(huì)損害整個(gè)產(chǎn)品組合的聲譽(yù)。去年，全球銷量第一的汽車廠商豐田(Toyota)就遇到了這種情況，當(dāng)時(shí)該公司出現(xiàn)了大規(guī)模召回?！癟oyota has a strong halo effect,” he says. “But the minute they do something amiss it really has a detrimental effect on all their cars, because the halo effec

49、t can work both ways.” It is not for nothing, he says, that Toyota brands its luxury division separately under the Lexus name.“豐田有著很強(qiáng)的光環(huán)效應(yīng)，”他說(shuō)，“但是，這種效應(yīng)是一把雙刃劍，一旦做錯(cuò)了（某件事），也肯定會(huì)損害到公司的所有車型?！彼硎?，豐田將豪華車業(yè)務(wù)獨(dú)立出來(lái)，置于雷克薩斯(Lexus)品牌之下，也不是沒有原因的。However, Ms Heynike says that transparency and dealing with issues imme

50、diately and head-on, goes a long way to mitigating this. “In todays world of social media you cannot hide,” she adds.然而，海奈克表示，靠透明度和迅即、正面地處理問(wèn)題，還遠(yuǎn)不能減輕這種傷害?！霸谏缃幻襟w發(fā)達(dá)的當(dāng)今，你無(wú)法隱瞞，”她補(bǔ)充道。Equally, as Nestl and its peers put increasing effort into corporate responsibility and sustainability, they want consumers

51、 to know about these efforts. While some, such as Fairtrade accreditation, can be slapped on to packets, others are more amorphous linking back to the corporate rather than individual brands.同樣，雀巢和及其同行在企業(yè)責(zé)任和可持續(xù)性發(fā)展方面不斷加大投入，為的就是讓消費(fèi)者了解他們所付出的努力。盡管有些東西，比如公平貿(mào)易(Fairtrade)認(rèn)證，可以找到具體的品牌，但有一些則難以歸類只能和企業(yè)自身、而非具體品

52、牌聯(lián)系在一起。Agencies say a corporate brand is the best platform to help monetise more touchy-feely initiatives, be it sustainable sourcing, helping farmers in emerging markets or donating part of profits to clean water supplies in Africa. Unilevers Mr Nevett says: “From our consumer research we know that

53、 peoples number one priority when choosing brands is, and always will be, to choose brands that are best for themselves and their families consumers dont compromise on functionality. However, people increasingly want to know that the brands they choose are not only good for them but also good for ot

54、hers and good for the planet.”一些機(jī)構(gòu)指出，企業(yè)品牌是有助于將那些更為煽情的舉措貨幣化的最佳平臺(tái)無(wú)論是可持續(xù)采購(gòu)、幫助新興市場(chǎng)國(guó)家的農(nóng)民，還是捐出部分利潤(rùn)、用于非洲的清潔供水。聯(lián)合利華的納維特說(shuō)道：“我們通過(guò)消費(fèi)者調(diào)查了解到，人們?cè)谶x擇品牌時(shí)考慮的首要因素（永遠(yuǎn)都將）是，選擇那些最適合自己和家人的品牌消費(fèi)者不會(huì)在功能性上妥協(xié)。不過(guò)，人們?cè)絹?lái)越愿意了解到，他們選擇的品牌不僅適合自己，而且有益于他人和整個(gè)地球?！盚e adds that when Unilever launched its worthy but hardly sexy Sustainable Livi

55、ng Plan what the company calls its project to be a more environmentally sustainable business last November, it provoked a few hundred tweets: “This shows the engagement that one can generate with increased corporate visibility.”他補(bǔ)充稱，去年11月，聯(lián)合利華推出了令人尊敬、但難言“誘人”的可持續(xù)生活計(jì)劃(Sustainable Living Plan)該公司稱之為更環(huán)保

56、的生意，這招致了數(shù)百條推特發(fā)言：“這表明，增加公司曝光度能夠提升與公眾的互動(dòng)效果?！盡s Heynike concurs. Communication of some of Nestls activities, from supplying sustainable cocoa plants to farmers in Africa to saving the American honey bee, is aimed at opinion leaders. But the message, she adds, is one that runs across both the developed

57、and the developing world. “If anything, in the emerging markets where they have less money, they need to have that faith and trust in the manufacturer to an even greater degree,” she says. “For example, in China where there have been several food safety scares you need to really believe you can trus

58、t the company.”海奈特也贊同這一觀點(diǎn)。雀巢對(duì)某些活動(dòng)從為非洲農(nóng)民提供可持續(xù)性的可可作物、到拯救美洲蜜蜂等一系列活動(dòng)的宣傳，都意在影響意見領(lǐng)袖。但她補(bǔ)充說(shuō)，其中傳遞的訊息是同時(shí)面向發(fā)達(dá)國(guó)家和發(fā)展中國(guó)家的?！叭绻惺裁床煌脑?，那就是在消費(fèi)者收入較低的發(fā)展中國(guó)家，他們更需要（生產(chǎn)商提供的）信心和信任，”她說(shuō)，“比如說(shuō)，在（發(fā)生過(guò)多次食品安全恐慌的）中國(guó)，你必須確定你能夠信任那家公司?！盜n P&Gs case, the corporate branding is tied to its Olympics sponsorship and follows a similar campaign in Canada during the Vancouver Winter Olympics in 2010. Irwin Lee, general manager and vic