市場(chǎng)營(yíng)銷(xiāo)專(zhuān)業(yè)英語(yǔ)課文翻譯

1、第三課SWOT分析【A】Before entering the marketplace it is essential（必要） to carry out（進(jìn)行） a SWOT analysis. This identifies（識(shí)別，標(biāo)識(shí)） the strengths and weaknesses of a product, service or company, and the opportunities and threats facing it. Strengths and weakness refer（指，參考，見(jiàn)，提到） to the product itself and consi

2、dered as internal factors. The external factors, referring to the marketplace, are opportunities and threats.在進(jìn)入市場(chǎng)之前開(kāi)展SWOT分析是必不可少的。這標(biāo)志著一個(gè)產(chǎn)品，服務(wù)或公司的優(yōu)勢(shì)與劣勢(shì)，以及面臨的機(jī)會(huì)和威脅。優(yōu)勢(shì)和劣勢(shì)是指產(chǎn)品本身，視為內(nèi)部因素。外部的影響因素，指市場(chǎng)中的機(jī)會(huì)和威脅。This is a SWOT analysis of PetraServe, a company which runs motorway service stations.這是一家名叫PetraSe

3、rve的運(yùn)作高速服務(wù)站的企業(yè)的SWOT分析。Strengths:優(yōu)勢(shì)Superior（高級(jí)） distribution network we have one of the best.高級(jí)分銷(xiāo)網(wǎng)絡(luò) - 我們有最好的之一。We are the specialist（專(zhuān)業(yè)，專(zhuān)門(mén)） in long-distance petrol（汽油） needs for lorry（貨車(chē)） and truck drivers we have experience, knowledge and skill.我們?cè)跒樨涇?chē)和卡車(chē)司機(jī)在長(zhǎng)途中提供汽油方面很專(zhuān)業(yè) - 我們有經(jīng)驗(yàn)，知識(shí)和技能。Consumers see us

4、 as a quality brand. Innovative（創(chuàng)新） loyalty program thats unique（獨(dú)特） in the market.消費(fèi)者看到我們的優(yōu)質(zhì)品牌。創(chuàng)新的忠誠(chéng)度計(jì)劃，在市場(chǎng)上獨(dú)樹(shù)一幟。We are a profitable（有利可圖） company were making money.我們是一家盈利的公司我們賺錢(qián)。Highly recognizable brand.高認(rèn)知度的品牌A global brand.一個(gè)全球性的品牌Weaknesses:劣勢(shì)Undifferentiated offer（提供，開(kāi)設(shè)） in terms of basic pr

5、oduct petrol is the same whatever the brand.在基本產(chǎn)品上提供的條件無(wú)差異不論什么品牌，汽油是一樣的Lack of new products we need more.缺乏新產(chǎn)品我們需要更多Ineffective（無(wú)效）leverage（杠桿，利用） of specialist image we dont use our specialist image well. 無(wú)效利用專(zhuān)業(yè)形象我們沒(méi)有利用我們的專(zhuān)業(yè)形象Inferior（下，劣質(zhì)，弱） communication we could communicate better.劣質(zhì)溝通我們可以更好的溝通D

6、amaged（損壞） reputation（聲譽(yù)，名譽(yù)） for petrol and fossil （化石）fuels（燃料） they have a bad image. 汽油和化石燃料的聲譽(yù)受損 - 他們有一個(gè)壞的形象。Consumer loyalty is weak.顧客忠誠(chéng)度低Opportunities:機(jī)會(huì)Developing market for service station shop (confectionery（糕餅，糖果）, car maintenance（保養(yǎng)保持） products, etc.)發(fā)展服務(wù)站商店市場(chǎng)（點(diǎn)心，汽車(chē)保養(yǎng)產(chǎn)品等）Gap（間隙，差距） in th

7、e market: hybrid（混合） cars and electric cars will need fuel.市場(chǎng)缺口：混合動(dòng)力汽車(chē)和電動(dòng)汽車(chē)將需要燃料Huge potential（潛力） for growth there is a lot of room to expand（擴(kuò)大） into new markets. 巨大的增長(zhǎng)潛力有很大空間拓展新市場(chǎng)Threats:威脅Our main competitor is strong.我們的主要競(jìng)爭(zhēng)對(duì)手很強(qiáng)大Price war in the fuel market is becoming more threatening all our

8、competitors are cutting prices.燃料市場(chǎng)的價(jià)格戰(zhàn)變得更具威脅我們所有的競(jìng)爭(zhēng)對(duì)手都在削減價(jià)格。Emerging（新興） trend（趨勢(shì)） towards hybrid cars and electric cars.混合動(dòng)力汽車(chē)和電動(dòng)汽車(chē)是新興的趨勢(shì)Consumer fears（恐懼） about environment and pollution. 消費(fèi)者擔(dān)心環(huán)境和污染【B】Pat Albright is the senior marketing manager for Petra serve. Shes presenting（呈現(xiàn)） her marketing

9、strategy（戰(zhàn)略） to the board. The strategy was shaped by the SWOT analysis above.Pat Albright是Petra serve的高級(jí)營(yíng)銷(xiāo)經(jīng)理。她將她的營(yíng)銷(xiāo)站略呈現(xiàn)在電路板上，這戰(zhàn)略塑造了上面的SWOT分析。We need to exploit（利用，開(kāi)發(fā)） our strengths by making the most of our distribution network and loyalty program. If we can also build on strengths such as our bran

10、d image and current （當(dāng)前的）profitability, then itll be easier to address（講話，發(fā)表）, or deal with, weaknesses such as the lack of new products. 我們需要利用我們?cè)诜咒N(xiāo)網(wǎng)絡(luò)和忠誠(chéng)度計(jì)劃上的優(yōu)勢(shì)。如果我們還能再建立優(yōu)勢(shì)，比如我們的品牌形象和當(dāng)前盈利能力，那么它會(huì)更容易解決或處理的弱點(diǎn)，如缺乏新產(chǎn)品。We need to anticipate（預(yù)知，預(yù)料） the threat of new hybrid cars and seize（把握，搶占） the new op

11、portunities this will bring in terms（條款） of providing（提供） service points for these cars. The potential price war in the fuel market poses（構(gòu)成） a serious threat and we will need to minimize（最小化） the weaknesses this may create. Our sector（扇形，行業(yè)） is also under threat from the trend towards greater consu

12、mer concerns about the environment. But I believe we can create an opportunity by strengthening our communication and informing consumers about what were doing to preserve（保護(hù)，保留，保存） the environment.我們需要預(yù)見(jiàn)到新的混合動(dòng)力汽車(chē)的威脅，并抓住新的機(jī)遇，這將帶來(lái)長(zhǎng)期為這些車(chē)提供維修點(diǎn)。燃料市場(chǎng)的潛在價(jià)格戰(zhàn)帶來(lái)了嚴(yán)重的威脅，我們需要將這些可能造成的弱勢(shì)最小化。在更多消費(fèi)者對(duì)環(huán)境關(guān)注的趨勢(shì)下，我們的行業(yè)也

13、受到威脅。但我相信我們可以創(chuàng)造機(jī)會(huì)，通過(guò)加強(qiáng)我們的溝通并且告知消費(fèi)者我們?yōu)楸Ｗo(hù)環(huán)境都做了什么。第六課【A】 provides information for marketing students. Its website says the following about the micro environment:the following factors have a direct impact（碰撞，影響） on the company and its stakeholders: consumers, employees, shareholders and suppliers. The c

14、ompany has an influence（影響） over these factors.提供的信息用于市場(chǎng)營(yíng)銷(xiāo)的學(xué)生。它的網(wǎng)站上提到了微環(huán)境：下列因素對(duì)公司及其利益相關(guān)者：消費(fèi)者，員工，股東和供應(yīng)商有直接的影響。公司的影響超過(guò)這些因素。Consumers: A company must understand consumer needs and meet them.消費(fèi)者：公司必須理解消費(fèi)者的需求，并滿足他們。Competitors: You must differentiate your brand from your competitors.競(jìng)爭(zhēng)對(duì)手：你必須將你的品牌和你的競(jìng)爭(zhēng)對(duì)手區(qū)

15、別開(kāi)。Employees: Employing the right people and keeping them motivated（動(dòng)機(jī)） is essential. Training and development play a key role in the service sector.雇員：雇用合適的人，并保持他們的動(dòng)力是至關(guān)重要的。在服務(wù)行業(yè)，培訓(xùn)與發(fā)展發(fā)揮了關(guān)鍵作用。Media: Positive or adverse（不利的，敵對(duì)的）(negative) media attention can seriously affect an organization. Consume

16、r programmes on TV and consumer magazines that people read have a powerful effect on the marketplace.媒體：正面或負(fù)面（消極）媒體的關(guān)注可能會(huì)嚴(yán)重影響一個(gè)組織。人們?cè)陔娨暽峡吹降南M(fèi)節(jié)目和閱讀的消費(fèi)類(lèi)雜志，可以在市場(chǎng)上產(chǎn)生強(qiáng)有力的影響。Shareholders: It is important to satisfy shareholders needs without harming the brand in the long term.股東：滿足股東的需求而不損害品牌長(zhǎng)期發(fā)展是很重要的。Sup

17、pliers: Changes in the price or quality of raw（生，原） materials（物料）for example wood, or metals-will affect the marketing mix. Good relations with suppliers will make business easier.供應(yīng)商：原始材料價(jià)格或質(zhì)量的變化，例如木材或金屬，會(huì)影響營(yíng)銷(xiāo)組合。與供應(yīng)商的良好關(guān)系，使生意更容易做?！綛】A STEP analysis(also known as a PEST analysis) looks at sociologic

18、al, technological, economic and political factors in the market environment on a macro（宏，巨大的） level often looking at a particular（特別，特定） country or region（區(qū)域，地區(qū)）. The relationship between the company and these factors is indirect（間接）. This is a STEP analysis for an online supermarket in Britain.STEP

19、分析（也被稱(chēng)為PEST分析）著眼于社會(huì)，科技，經(jīng)濟(jì)和政治因素的市場(chǎng)環(huán)境宏觀層面上通常是在一個(gè)特定的國(guó)家或地區(qū)。公司與這些因素之間的關(guān)系是間接的。這是一家在英國(guó)的網(wǎng)上超市的STEP分析。Sociological factors: 社會(huì)因素Dominant（主導(dǎo)，統(tǒng)治） religions（宗教）: Mainly Christian（基督教）,with significant（重大意義，顯著，象征） minorities（少數(shù)，小部分） in some regions.主要宗教：主要是基督教，在一些地區(qū)少數(shù)人顯著。Special diets in some areas:某些領(lǐng)域的特殊飲食習(xí)慣：Le

20、isure（空閑，閑暇） activities: Watching TV, cooking, socializing.休閑活動(dòng)：看電視，烹飪，社交。Gender roles: Now that younger men shop as much as women, we need to target（目標(biāo)） both sexes equally.性別角色：現(xiàn)在年輕男裝店和女裝店一樣多，我們需要男女平等。Birth rates: Birth rates are continuing to decline（下降，落下）, with fewer babies born every year.出生率：出

21、生率持續(xù)下降，每年出生的嬰兒較少。Average life expectancy（期待）：This is increasing so we should think about products for older customers.平均預(yù)期壽命：平均壽命增長(zhǎng)，所以我們應(yīng)該想想給老年客戶的產(chǎn)品。Attitudes to foreign products: Consumers like to experiment with foreign food and drink.國(guó)外產(chǎn)品的態(tài)度：消費(fèi)者喜歡體驗(yàn)國(guó)外的食品和飲料。Opinions on environmental issues: We sh

22、ould use only recyclable（可回收） packaging and hybrid-fuel delivery（傳遞，運(yùn)送，分娩） vans（貨車(chē)）.環(huán)境問(wèn)題的意見(jiàn)：我們應(yīng)該只使用可回收的包裝和混合燃料的送貨車(chē)。Technological factors：科技因素Innovation and technological advances:創(chuàng)新和技術(shù)進(jìn)步Production: New product lines and product types are continually coming onto the market.產(chǎn)品：新產(chǎn)品線和產(chǎn)品種類(lèi)正在不斷進(jìn)入市場(chǎng)。Offer:

23、 We now offer a new service-ordering by mobile phone.提供：我們現(xiàn)在提供的新服務(wù)通過(guò)手機(jī)訂購(gòu)。Distribution（分配，派發(fā)）: Online ordering has changed the way supermarkets operate. We no longer need actual shops.配貨：網(wǎng)上訂購(gòu)已經(jīng)改變了超市的運(yùn)作方式。我們不再需要實(shí)際的店鋪。Communication with consumers: Broadband（寬帶） internet connections make it possible to

24、include more product photos on our site. We could even think about adding video.與消費(fèi)者的溝通：寬帶互聯(lián)網(wǎng)連接，讓我們的網(wǎng)站上涵蓋更多的產(chǎn)品照片成為可能。我們甚至可以加入視頻。Economic factors:經(jīng)濟(jì)因素The economic forecast is good:經(jīng)濟(jì)預(yù)測(cè)是好的Interest（利益，利息） rates: stable（穩(wěn)定） at 5%利率穩(wěn)定在5Unemployment rate: less than 9% of people are out work.失業(yè)率：小于9的人外出工作。

25、GDP (Gross（合計(jì)） Domestic（國(guó)內(nèi)） Product): Growing steadilyGDP（國(guó)內(nèi)生產(chǎn)總值）：穩(wěn)步增長(zhǎng)Political factors政治因素Political stability: very good. Consumers feel relaxed about the political situation and ready to use consumer credit.政治穩(wěn)定：非常好。消費(fèi)者感到放松的政治局勢(shì)，并準(zhǔn)備使用消費(fèi)信貸。New tax/business legislation（法律，法規(guī)，立法）: No changes to the l

26、aw for our business sector in the near future.新稅務(wù)/商業(yè)法例：在不久的將來(lái)我們業(yè)務(wù)部門(mén)的法律不會(huì)改變。International trade agreements: We can import（進(jìn)口） products from the EU without paying extra import duties.國(guó)際貿(mào)易協(xié)定：我們可以從歐盟進(jìn)口產(chǎn)品，而無(wú)需支付額外的進(jìn)口關(guān)稅。第九課【B】The graph shows consumer ratings（評(píng)級(jí)） of the product over a ten-year period（時(shí)期，某一時(shí)

27、代）. You can see that after the launch（發(fā)射，發(fā)起，發(fā)動(dòng)） of the product the ratings rose to 33%. The trend was stable until the arrival of a major competitor in the market. This led to a slight（輕微） fall in approval（贊同） ratings. The relaunch（重新開(kāi)張，重新啟動(dòng)） of the brand invigorated（刺激，振興，使健壯） the product and so yo

28、u can see ratings rising to 60%, the ratings doubled. However , reports in the national press（全國(guó)新聞） have had a negative effect on the brand image and approval ratings have plummeted（驟然跌落）. Compared to the same period last year, a significantly（數(shù)量大，顯著） higher number of consumers have a low opinion of

29、 the product and the brand image. The percentage（比例） of dissatisfied（不滿意的） respondents（調(diào)查對(duì)象） has trebled（成三倍）. Although this seems to be very negative, your initial（最初的） guesstimates（粗略估計(jì)）, your predictions（預(yù)測(cè)） before you had the figures（輪廓，數(shù)字，計(jì)算）,were much worse. 該圖顯示了這個(gè)產(chǎn)品10年間的消費(fèi)者滿意度。你可以看到的產(chǎn)品推出后，產(chǎn)品

30、滿意度上升到33。目前穩(wěn)定的趨勢(shì)將持續(xù)到市場(chǎng)上主要競(jìng)爭(zhēng)對(duì)手到來(lái)。這導(dǎo)致了支持率略有下降。將產(chǎn)品重新投放市場(chǎng)使品牌重生，所以你可以看到支持率上升到60，翻了一番。然而，在全國(guó)媒體的報(bào)道已經(jīng)對(duì)品牌形象產(chǎn)生了負(fù)面影響，支持率一落千丈。去年同期相比，有著更大的消費(fèi)者數(shù)量和更低的產(chǎn)品評(píng)價(jià)和品牌形象。受訪者不滿意的比例已經(jīng)翻了三倍。雖然這似乎是非常消極的，你最初的粗略估計(jì)，在得到數(shù)字前的預(yù)測(cè)，更糟糕。第十課【A】Idea generation點(diǎn)子時(shí)代Idea generation（一代，時(shí)代） is the systematic（系統(tǒng)的，有規(guī)則的） search for new product ideas

31、. It is the first step in the new product development (NPD) process（過(guò)程，工序，處理）.NPD is essential for companies to stay competitive. Ideas for product innovation can come from many sources（來(lái)源）for example, internal brainstorming, distributors（分銷(xiāo)商）, or increasingly from customers. Many companies are adop

32、ting a customer-driven or customer-centric marketing approach（靠近，方法，途徑）, focused on identifying（識(shí)別，認(rèn)出，支持） customer demands（要求，查問(wèn)，想知道）(what customers are asking for) and understanding consumer needs(what customers require（要求，規(guī)定） to solve a particular problem). Market research techniques are used to i

33、dentify gaps in the market.點(diǎn)子時(shí)代，是系統(tǒng)地搜尋新的產(chǎn)品理念。它是新產(chǎn)品的開(kāi)發(fā)（NPD）過(guò)程中的第一步。新產(chǎn)品開(kāi)發(fā)對(duì)公司保持競(jìng)爭(zhēng)力至關(guān)重要。產(chǎn)品的創(chuàng)新思路可以來(lái)自許多來(lái)源，例如，內(nèi)部頭腦風(fēng)暴，分銷(xiāo)商，越來(lái)越多的來(lái)自客戶。許多公司都在采用以客戶為導(dǎo)向，以客戶為中心的營(yíng)銷(xiāo)方式，專(zhuān)注于識(shí)別顧客的需求（客戶要求），并了解消費(fèi)者的需求（客戶需要什么來(lái)解決特定的問(wèn)題）。市場(chǎng)研究技術(shù)是用來(lái)在市場(chǎng)上找出缺口。Throughout the NPD process, marketers work closely with research and development(R&D) to

34、 create original products or to modify（修飾，改變） or improve existing（目前的，現(xiàn)存的） products. New recipes（方法，秘訣） (for example, Vanilla Coke) and limited or special editions（版次）(for example, Christmas tea) are examples of product improvements（改善，改良） and product modifications. The product innovation may target

35、 a mass market or a specific（明確的，特種的） niche（合適的位置，商機(jī)） market- products for left-handed people, for example.在整個(gè)新產(chǎn)品開(kāi)發(fā)過(guò)程中，營(yíng)銷(xiāo)人員緊密合作，研究和開(kāi)發(fā)（RD），來(lái)創(chuàng)建或修改原有產(chǎn)品或改進(jìn)現(xiàn)有產(chǎn)品。新的配方（如，香草可樂(lè)），和有限的或特殊的版本（例如，圣誕節(jié)茶）是產(chǎn)品升級(jí)和改良的例子。產(chǎn)品創(chuàng)新，可能是針對(duì)大眾市場(chǎng)又或者是特定的小眾市場(chǎng)產(chǎn)品，例如為慣用左手的人設(shè)計(jì)產(chǎn)品?！綛】Idea screening點(diǎn)子篩選Launching new products is a risky（冒險(xiǎn)的

36、，風(fēng)險(xiǎn)） business, so new product ideas are screened（篩選） to select, or spot（現(xiàn)場(chǎng)，場(chǎng)所，污點(diǎn)，發(fā)現(xiàn)）, potentially（潛在的） successful product ideas. A company has to assess（評(píng)定，估價(jià)） which ideas are viable（切實(shí)可行的，有望實(shí)現(xiàn)的） (will survive（幸存） in a competitive marketplace), technically feasible（可行的，可用的） (the company has the skil

37、ls and resources（才智，謀略，資源） to produce them),and profitable (will make money). The company also considers overall（全部，整體） demand- how much they can expect to sell.推出新產(chǎn)品是有風(fēng)險(xiǎn)的業(yè)務(wù)，所以新產(chǎn)品創(chuàng)意的篩選，選擇，或發(fā)現(xiàn)，潛在成功的產(chǎn)品創(chuàng)意。公司必須評(píng)估哪些想法是可行的（將在競(jìng)爭(zhēng)激烈的市場(chǎng)中生存），技術(shù)上是可行的（該公司擁有的技能和資源，生產(chǎn)他們）和盈利能力（會(huì)賺錢(qián)）。公司還應(yīng)考慮整體需求，預(yù)測(cè)可以出售多少?！綜】Concept de

38、velopment and testing概念開(kāi)發(fā)和測(cè)試An attractive idea is developed into several different product concepts（觀念，概念）. Concept testing measures（程度，測(cè)量，衡量） customer response（反應(yīng)，答復(fù)） to a new product what customers think of it and gives an indication（指示，象征，表明，跡象，暗示） of the level of consumer acceptance（接受贊成）that is

39、, how readily（樂(lè)意的，便捷的） consumers will use the product. The objective is to successfully introduce the new product onto the market or penetrate（穿透，滲入） the market, and to minimize the research and development costs.幾種不同的產(chǎn)品概念發(fā)展成為一個(gè)有吸引力的創(chuàng)意。概念測(cè)試是衡量顧客對(duì)新產(chǎn)品的反應(yīng)，思考客戶是怎么看待這個(gè)產(chǎn)品，并對(duì)消費(fèi)者接受水平給出指示，也就是說(shuō)，消費(fèi)者有多愿意使用這個(gè)產(chǎn)品。

40、我們的目標(biāo)是在市場(chǎng)上成功推出新產(chǎn)品或滲透市場(chǎng)，并將研究及開(kāi)發(fā)成本降到最低?！綝】Marketing strategy and business analysis市場(chǎng)戰(zhàn)略和業(yè)務(wù)分析The marketing strategy describes how to penetrate the market. You must decide which route（路線，渠道，途徑） to market is best for your product or service. You can produce it yourself, you can sell the idea, or you can l

41、icense（同意，許可證，執(zhí)照） the product to another company to produce and market. 營(yíng)銷(xiāo)策略介紹如何滲透到市場(chǎng)。你必須決定哪條是最適合你產(chǎn)品或服務(wù)的途徑。你可以自己生產(chǎn)，你可以賣(mài)的想法，你可以授權(quán)給另一家公司，生產(chǎn)和銷(xiāo)售產(chǎn)品。Before moving on to the product development phase（分階段進(jìn)行，方面，側(cè)面）, businesses need to assess the financial attractiveness of the new product idea. Companies est

42、imate（估計(jì)，預(yù)測(cè)，報(bào)價(jià)，判斷） the sales volume（量，大量的） (how much they will be able to sell), the selling price(what consumers will pay for the product or service) and revenue（收入，稅收） expectations (how much income the product will generate（形成，造成，產(chǎn)生）).在轉(zhuǎn)移到產(chǎn)品開(kāi)發(fā)階段之前，企業(yè)需要評(píng)估新產(chǎn)品創(chuàng)意的財(cái)務(wù)吸引力。公司預(yù)測(cè)銷(xiāo)量（他們將能賣(mài)多少），售價(jià)（什么樣的消費(fèi)者將支付產(chǎn)品或

43、服務(wù)）和收入預(yù)期（該產(chǎn)品將產(chǎn)生多大的收入）。第十二課【A】The brainstorming session頭腦風(fēng)暴會(huì)議Brainstorming is a technique used by marketers during product naming to find new names for products, or during product development to find new products and to generate ideas.There are three roles for participants（參與者） in a brainstorming tea

44、m: leader, scribe（抄寫(xiě)員） and team members. Before the session, the leader needs to define a problem statement（聲明，表現(xiàn)，陳述） for example, how to sell more of our biscuits（餅干）. The problem statement needs to focus on the aim of the session, but it must be open enough to allow innovative thinking.頭腦風(fēng)暴是營(yíng)銷(xiāo)人員使用

45、的技術(shù)，在產(chǎn)品命名，為產(chǎn)品找到新的名稱(chēng)，或在產(chǎn)品開(kāi)發(fā)過(guò)程中，尋找新的產(chǎn)品，并產(chǎn)生想法。頭腦風(fēng)暴的團(tuán)隊(duì)參與者的角色有三種：領(lǐng)導(dǎo)者，記錄員和團(tuán)隊(duì)成員。在會(huì)議之前，領(lǐng)導(dǎo)者需要定義一個(gè)問(wèn)題的陳述。舉個(gè)例子來(lái)說(shuō)，“如何賣(mài)出更多我們的餅干。問(wèn)題陳述需要把重點(diǎn)放在會(huì)議的目的，但它必須足夠開(kāi)放來(lái)容納創(chuàng)新思維。The leader must also set the ground rules for brainstorming:All ideas are welcome. During brainstorming sessions, no judgements（判斷，審判） or criticisms（批評(píng)，評(píng)

46、論） should be made of ideas. Do not criticize ideas. Do not evaluate（評(píng)價(jià)，估價(jià)） ideas. They can be modified later.Change involves（涉及到，包含） risk-taking, so its important to be open to original ideas. The quantity of ideas (how many there are) is more important than the quality (how good they are).There is

47、no ownership（所有權(quán)） of ideasthe ideas belong to the group. Participants should hitchhike on, or build on, other peoples creative ideas.The scribe needs to write down, or note down, every idea-clearly, where all the team members can see them.領(lǐng)導(dǎo)者還必須設(shè)置頭腦風(fēng)暴法的基本規(guī)則：所有的想法是值得歡迎的。在頭腦風(fēng)暴會(huì)議上，沒(méi)有判斷或批評(píng)應(yīng)該做的想法。不要批評(píng)意見(jiàn)。

48、不要評(píng)價(jià)的想法。他們可以在以后修改。改變涉及到冒險(xiǎn)，所以重要的是開(kāi)放原來(lái)的想法。想法的數(shù)量（有多少）比質(zhì)量（他們有多好）要重要得多。創(chuàng)意沒(méi)有所有權(quán)，創(chuàng)意的所有權(quán)屬于組織。參與者應(yīng)該“搭便車(chē)”，或建立在其他人的創(chuàng)造性想法上。記錄員需要將每一個(gè)想法清楚的寫(xiě)下來(lái)，記下來(lái)，在所有團(tuán)隊(duì)成員可以看到的地方。【B】brainstorming techniques頭腦風(fēng)暴技術(shù)You may need to get the creative（創(chuàng)造性的，有創(chuàng)意的） juices（汁，胃液，電） flowing （流動(dòng)的，圓滑的，流暢的）(get people thinking more creatively),

49、and encourage people to think out of the box look at a problem from a new or different angle（角度，觀點(diǎn)）. One common technique is to use a random（隨機(jī)的，任意的） word as a starting point for possible solutions. There are many random word generators on the internet.你可能需要獲得源源不斷的創(chuàng)意（讓人們多一些創(chuàng)造性思維），并鼓勵(lì)人們跳出盒子來(lái)思考，從一個(gè)新的或

50、不同的角度看看。一個(gè)常用的方法是用一個(gè)隨機(jī)的字作為可能解決方案的起點(diǎn)。在互聯(lián)網(wǎng)上有很多隨機(jī)字發(fā)生器。Michael Michalko is a creative thinking expert（專(zhuān)家，能手，行家）. He uses a technique called combinatory（結(jié)合的，可組合的） play. Random words are listed and then put together. You play with the combinations until you find a promising（有前途，有希望的） new combination. For e

51、xample, suntan（曬黑） lotion（洗液，乳液，護(hù)膚液） and insect（昆蟲(chóng)，卑鄙的） repellent（驅(qū)蟲(chóng)劑，排斥的，防水的） combine to form a new product one lotion that protects against both the sun and insects.Michael Michalko是一個(gè)創(chuàng)造性思維的專(zhuān)家。他使用了一種技術(shù)叫做組合發(fā)揮。把隨機(jī)字列出來(lái)，然后放在一起。你擺弄組合直到找到一個(gè)有前途的新組合。例如，防曬霜和驅(qū)蚊器相結(jié)合，從一個(gè)新的產(chǎn)品乳液，防止太陽(yáng)和昆蟲(chóng)。One final technique is t

52、o ask novel（新奇的，異常的） questions (new or different questions) that will stimulate（刺激，鼓舞，起興奮作用） creative answers, for example: which noises do you associate（聯(lián)合，發(fā)生，聯(lián)想） with pencils? or what other uses do people have for pencils?最后一個(gè)方法是問(wèn)新奇的問(wèn)題（新的或不同的問(wèn)題），這將激發(fā)創(chuàng)造性的答案，例如：“什么聲音會(huì)讓你聯(lián)想到鉛筆？”或“人們會(huì)用鉛筆做什么其他用途？”【C】sug

53、gesting and building on ideas建議與建立創(chuàng)意During a brainstorming session for the name of a new toothpaste, the brainstorming team say the following things:This is probably crazy, but what about using an animal name for the paste?Interesting suggestion. Lets go back to Sallys idea about using the word cool

54、. Cool white is a good name. it makes me think of white teeth.Its a bit obvious, isnt it? Just a suggestion couldnt we try a different colour? Blue perhaps?Ive got it! I have the perfect solution.If we combine your idea with Sallys, well have cool blue.在一次為新牙膏命名的頭腦風(fēng)暴會(huì)議上，頭腦風(fēng)暴的團(tuán)隊(duì)說(shuō)了下面的內(nèi)容：這可能是瘋了，但使用動(dòng)物名字

55、命名牙膏怎么樣？有趣的建議。讓我們回到Sally的想法關(guān)于使用酷這個(gè)詞?！翱岚住笔莻€(gè)好名字。它讓我想起了潔白的牙齒。這是一個(gè)有點(diǎn)明顯，不是嗎？只是一個(gè)建議 - 我們不如嘗試一下別的顏色？藍(lán)吧？我有！我有一個(gè)完美的解決方案。如果我們將你和Sally的想法結(jié)合，我們就有了“酷藍(lán)”。第十五課selling products and services【A】The sellerThe sales force（武力，強(qiáng)迫，促使） are the people who sell a product or sell a service. Their goal is to close a deal and ma

56、ke a sale. These people are trained to push back（推遲，推回）, or counter（柜臺(tái)，反擊，反駁）, arguments against（反對(duì)） their sales pitch（扔，做宣傳，程度，傾斜）（how they try to sell to you）.The general（大致，綜合，常規(guī)） term（把稱(chēng)為，把叫做，條款，術(shù)語(yǔ)） for a person who sells for a living is salesperson. However, several other variations（變化，變量） of t

57、he job title（頭銜，標(biāo)題，冠軍，把稱(chēng)為） exist（存在，生存）, depending（依賴(lài)，決定于） on the job itself. 銷(xiāo)售力量是銷(xiāo)售產(chǎn)品或服務(wù)的人。他們的目標(biāo)是達(dá)成交易和銷(xiāo)售。這些人被訓(xùn)練去推回或反駁不符合他們宣傳腔調(diào)的言論（他們?cè)趺丛噲D賣(mài)給你）。一般把以銷(xiāo)售為生的人稱(chēng)為推銷(xiāo)員。然而，一些職位的頭銜存在變化，這取決于工作本身?！綛】The purchaser（買(mǎi)方，購(gòu)買(mǎi)者）Business to business B2B A purchaser (or buyer) in the procurement（獲得，取得，采購(gòu)）department is emp

58、loyed by a company to get the best deal from their suppliers (the lowest price or best payment terms).Retail（零售） buyers work for supermarkets or other types of retail outlet（出口，出路，批發(fā)商）. They negotiate（談判，交涉） retail listings with suppliers, meaning that the retailer agrees to list the product as something they sell. The supplier needs to secure（安全，擔(dān)保，獲得） a listing or get the products listed or the outlet will