商務(wù)英語口譯 （微課版） 課件 第12章：市場調(diào)研

商務(wù)英語口譯（微課版）BusinessEnglishInterpretingBusinessEnglishInterpreting（MicrocourseEdition）Instructedby×××

InternationalMarketing國際市場營銷ModuleThree

模塊三LearningObjectivesAfterlearningModuleThree,youshouldMasterInterpretingskills,suchasstorydiction,sightterpreting,etc.KnowhowtousewordsandexpressionsaboutInternationalMarketing.Getsupplementaryknowledgeaboutmarketingresearchtypesandtheory.Obtainwaystoimproveinterpretingcompetence.MarketSurveyChapter12市場調(diào)研Instructedby×××

LearningObjectivesAfterlearningChapter12,youshouldMastertheInterpretingskillDiction.GetsupplementaryknowledgeaboutTypesofMarketingResearch.KnowhowtousewordsandexpressionsaboutMarketSurvey.Obtainwaystoimproveinterpretingcompetence.BackgroundKnowledgeProperresearchinanewmarketalwaysbringsaboutasurprisingresult,andyouwillfindhowlittleyoureallyknewbeforestarting.Eventheglobe’stiniestmarketsarecomplexcommercialcarpetswiththousandsoftasseledends.Methodicalresearchallowsthemarketertounderstandhoweachcarpetiswovenandwhatbindsthatarewoventogether.Notwocarpetsareexactlyalike,andeachcontainsavarietyofpatternsthatcanberevealedasthemarketiscontinuouslysegmented.Researchhasitsrootsineducation,butit’snotanacademicexerciseforthoseinvolvedininternationalbusiness.It’sareal,vital,andcostlyprocesswithoutwhichbusinessdecisionswouldbemadeonconjecturealone.Marketerswhofailtoconductathoroughsurveyofanation’scommercialcarpetbeforesteppingontoitruntheriskofhavingtherugpulledrightoutfromunderthem.I.InterpretingSkill(口譯技能)Diction詞語選用Targetlanguage（目標(biāo)語）Sourcelanguage（來源語）1.虛心使人進(jìn)步，驕傲使人落后。2.這是革命的春天，這是人民的春天，這是科學(xué)的春天！讓我們張開雙臂，熱烈擁抱這個春天吧！3.Herbookimpressedusdeeply.4.Thelittlegirlwashurtonherwaytoschool.5.Hisspeechisprettythin.WorkingroupsandinterpretthefollowingEnglishandChinesesentencesintoChineseandEnglishrespectivelybywayoftheinterpretingskillDiction.1.Modestymakespeoplegoforward,whereasthepridemakespeoplelagbehind.（增詞）2.Thisisthespringoftherevolution,thepeople,andthescience.Let’sembracethespringwithopenarms.（減詞）3.她的書給我留下了深刻的印象。（詞性轉(zhuǎn)換）4.這個小女孩在上學(xué)的路上受傷了。（語態(tài)轉(zhuǎn)換）5.他的演講內(nèi)容不夠充實。（正反表達(dá)）WorkingroupsandinterpretthefollowingEnglishandChinesesentencesintoChineseandEnglishrespectivelybywayoftheinterpretingskillDiction.II.PhraseInterpreting(短語口譯)WorkingroupsandinterpretthefollowingwordsandphrasesintoChineseorEnglish.marketsurveyquestionnaireconsumerbrandsampledealerdomesticandforeigntradeachievegreatsuccessfar-sightedpassISO9000certificationEnglishChinese市場調(diào)研調(diào)查問卷消費者品牌樣品經(jīng)銷商國內(nèi)外貿(mào)易獲巨大成功眼光長遠(yuǎn)通過ISO9000質(zhì)量認(rèn)證0102030405060708091001020304050607080910市場營銷人員一線城市富有的創(chuàng)意產(chǎn)業(yè)評估分類探索的實際的因果關(guān)系預(yù)測ChineseEnglishmarketerfirsttiercitywell-heeledcreativeindustryevaluate/evaluation/assess/assessmentclassifyexploratorypracticalcauseandeffectpredictII.PhraseInterpreting(短語口譯)0102030405060708091001020304050607080910III.SentenceInterpreting(句子口譯)WorkingroupsandinterpretthefollowingsentencesintoChineseandEnglishrespectively.EnglishChineseTodaynearly200dealersfromacrossthecountrygathertogetherhere.Onbehalfofallthestaff,Iwouldliketoextendourwarmestwelcometoyou.Wefirmlybelievethatourbrandwillachievegreatsuccessin2020.Ourcompanyengagesinthedesign,researchanddevelopment,manufacturing,domesticandforeigntradeofwomendresses.Thecompanyhasbeenexpandingitsscaleandimprovingitsstatusanditsbrand.Ithasbeenlistedamongthetop10womendresscompaniesmanytimes.01020304050102030405今天，來自全國各地近200名經(jīng)銷商齊聚于此。....我謹(jǐn)代表公司全體員工對各位的到來表示最熱烈的歡迎。我公司是一家集女裝設(shè)計、研發(fā)、生產(chǎn)、國內(nèi)外貿(mào)易于一體的服裝企業(yè)。我們堅信，2020年新品牌必將取得成功。公司規(guī)模不斷擴大，知名度不斷提高，多次被評為十大知名女裝品牌。III.SentenceInterpreting(句子口譯)WorkingroupsandinterpretthefollowingsentencesintoChineseandEnglishrespectively.EnglishChinese我們公司的牛仔褲在南美國家非常暢銷。我們要使這一產(chǎn)品成為高品質(zhì)的象征。產(chǎn)品的四大要素對實現(xiàn)我們的目標(biāo)意義重大。讓我們給顧客打折以提高銷量吧。為達(dá)成目標(biāo)，我們主要采用“推”和“拉”兩種策略。Ourcompany’sjeanscanfindareadymarketinSouthAmericancountries.Wewilllabeltheproductasapremiumitemwithaboveaveragequality.Thefourfactorsfortheproductisofgreatsignificanceforouraim.Let’sofferthecustomersadiscountsothatwemayincreaseoursales.Toachieveobjectives,wecanusemainlytwotypesofstrategies,pushandpull.06070809100607080910III.SentenceInterpreting(句子口譯)Someconsumersdon’thaveapreferenceforanyparticularbrand.Theyjustchoosewhateverisinthesupermarket.Lessthanonethirdoftheconsumersareusingourproducts.Theconsumerswhoareusingourproductsthinkthepriceisalittlehigh.Pleasewriteamarketsurveyreportonyourfindings.Wecanseethattheclassificationofcitiesvariesdependingonacompany’sproductsandgoals.部分用戶沒有特定品牌傾向，他們只是從超市隨手購買。使用我們產(chǎn)品的消費者不足三分之一。目前使用我們產(chǎn)品的用戶覺得我們的產(chǎn)品價格偏高。請您根據(jù)調(diào)研情況提交一個書面調(diào)研報告。由此我們可以看出，城市的等級劃分方式因公司產(chǎn)品及目標(biāo)的不同而有所差異。01020304050102030405ChineseEnglishIII.SentenceInterpreting(句子口譯)Marketingresearchprovidesinformationtoreduceuncertainty.Marketingresearchescanbeclassifiedonthebasisofeithertechnologiesorfunctions.ToysfromGuangdongareverypopularintheMiddleEastbecauseoftheirsuperiorqualityandcompetitiveprice.Ourtargetconsumersarethosewhoare30to50yearsold.Themajorpurposeofdescriptiveresearchistodescribecharacteristicsofthepopulation.市場調(diào)研可以提供信息，減少不確定因素。市場調(diào)研以技術(shù)或功能為基礎(chǔ)進(jìn)行分類。廣東玩具因物美價廉而暢銷于中東市場。我們的目標(biāo)消費群在30至50歲之間。描述性研究的主要目的在于對人口特性做出描述。06070809100607080910ChineseEnglishJackson:Goodmorning,Mr.Yang.Didyoufinishyourmarketsurveyyesterday?Interpreter:楊先生，早上好。昨天完成市場調(diào)研了嗎？Yang:是的，我拜訪了我所在區(qū)域的137個家庭。Interpreter:Yes.Hevisited137housesinhisarea.ListentotherecordingofTextA.Takenoteswhennecessaryandinterpretduringthepauses,thenperformthetextingroups.Interpreting現(xiàn)場口譯Jackson:Whatwasthefeedback?Whatdotheythinkofourproduct?Interpreter:客戶反映如何？他們對我們的產(chǎn)品有什么想法？Yang:目前使用我們產(chǎn)品的家庭不足三分之一，并且有二分之一的人從未聽過。我給他們講解產(chǎn)品的優(yōu)點并贈送他們試用品，他們表示會試試看。Interpreter:Lessthanonethirdoftheconsumersareusingourproduct.Halfofthemhaven’theardofit.Heexplainedtheadvantagesandgavethemsomesamples.Theysaidthattheywouldtryit.TextATextAYang:部分用戶并沒有特定的品牌傾向，他們只是從超市隨手購買。我認(rèn)為我們需要和超市溝通，爭取更多的產(chǎn)品展示空間。Jackson:Welldone!Interpreter:做得好！Interpreter:Someconsumersdon’thaveapreferenceforanyparticularbrand.Theyjustchoosewhateverisinthesupermarket.Hethinksweshoulddosomethingwiththesupermarketsandpersuadethemtogiveourproductsmoreshelfspace.TextAYang:目前使用我們產(chǎn)品的用戶覺得我們產(chǎn)品價格偏高。Interpreter:Theconsumerswhoareusingourproductthinkthepriceisalittlehigh.Jackson:That’sapotentialproblem.Anythingelse?Interpreter:這方面可能存在問題。其他的呢？TextAJackson:Goodsuggestion!Well,Yang,couldyouwriteamarketsurveyreportonyourfindingssothatwecanhaveaclearpictureofwhatweshoulddonext?Interpreter:好建議！請您根據(jù)情況提供一個書面調(diào)研報告，我們再考慮下一步的做法。Yang:好的，沒問題。Interpreter:OK,noproblem.

我認(rèn)為冬奧會是每個人的，而不僅僅屬于年輕人?？煽诳蓸返亩瑠W會計劃也是如此。當(dāng)然，經(jīng)過市場調(diào)研，毫無疑問，年輕人是顧客群中最活躍的一組。因此我們有各種各樣的活動適合他們參與。我們的計劃也考慮了那些對文化感興趣的人。他們中有些人熱愛運動，而有些人則更喜愛我們的文化遺產(chǎn)。因此我們有各種類別的活動安排。ListentotherecordingofTextB.PerformthetextingroupsandfinishthePeerAssessmentForm.TextB

IwouldsaythattheWinterOlympicsisforeveryone,notonlyfortheyoungpeople.SoaretheCoca-ColaOlympicprograms.Butofcourse,afterthemarketsurvey,thereisnodoubtthatyoungpeoplearethemostactivegroupofconsumers.Andwehavevariousprogramsforthemtoparticipatein.Ourprogramsalsocatertothosewhoareinterestedinculture.Someofthemareathletic,andsomeofthemloveourheritage.Sowehavevariousprograms.

目前我還不能透露我們有哪些計劃，但是可以肯定的是，回顧以往的奧運會歷史，我們的確擁有出色的文化類節(jié)目，比如我們曾把各地藝術(shù)家和藝術(shù)家代表的民族藝術(shù)瓶設(shè)計帶到了奧運會上，我們在奧運村建有虛擬運動基地，同時我們還設(shè)計過獨特的罐子和筆用來紀(jì)念特殊項目。目前在中國，我們已經(jīng)與第24屆冬奧組委會合作安排了許多項目，特別是在社區(qū)和環(huán)境兩方面，因為我們希望年輕人能夠積極參與進(jìn)來，為2022年的綠色冬奧會做好準(zhǔn)備。ListentotherecordingofTextB.PerformthetextingroupsandfinishthePeerAssessmentForm.TextB

Icannotdiscloseatthemomentwhatweareplanningtodo.Butcertainly,lookingbackonthehistoryoftheOlympicGames,wehavereallyfabulousculturalprograms,likethefolkartbottledesignsthatwebroughttotheOlympicGamesfromartistsandartisticrepresentativesofthelocalculture.WehaveavirtualsportingbaseattheOlympicVillage.Furthermore,thereareuniquecommemorationcansandpenstocelebratespecialprograms.Now,wehavealreadymadealotofprogramswiththeBeijingOrganizingCommitteeforthe24thWinterOlympicGames,especiallyonthecommunityandenvironment.WewanttoinvolveouryoungpeopleandgetpreparedforthegreenWinterOlympicsin2022.PeerAssessmentFormCriteria1.ConveyingCompleteandPreciseCoherentandLogicalLevel2.LanguagePronunciationandIntonationGrammatically3.ExpressionsNaturalandFluentNativeandIdiomaticABCABCABCABCABCABCTotalABCAssessing譯后評估TextCListentotherecordingofTextCparagraphbyparagraph.Takenoteswhennecessaryandinterpretduringthepauses.Thenperformthetextingroupsandmakeaself-assessment.

許多營銷商正在努力將業(yè)務(wù)擴展到北上廣以外的地方。聯(lián)合利華旗下的立頓奶茶是此舉中為數(shù)不多的成功者。

ManymarketersaretryingtoexpandtheirbusinessbesidesBeijing,ShanghaiandGuangzhou.Unilever’sLiptonmilkteaisoneofthefewwinners.

Assessing譯后評估TextCListentotherecordingofTextCparagraphbyparagraph.Takenoteswhennecessaryandinterpretduringthepauses.Thenperformthetextingroupsandmakeaself-assessment.

聯(lián)合利華的立頓奶茶做得非常出色，尤其在中國城市劃分方面更為突出。進(jìn)入中國市場前，營銷商通常都會對中國的城市進(jìn)行評估并劃分級別。廣告商大多將中國城市劃分為4或5個等級，而營銷商則將其劃分為10個等級。一個城市劃分到哪個等級取決于該城市人口的數(shù)量、購買力和可支配收入等因素。Unilever’sLiptonmilkteaisdoingbrilliantespeciallyinChina’scityclassification.BeforeenteringtheChinesemarket,marketersusuallyevaluateandgradeChinesecities.MostadvertisersdivideChinesecitiesintofourorfivelevels,whilemarketersdividetheminto10.Thelevelofacitydependsonitspopulation,purchasingpoweranddisposableincome,etc.Assessing譯后評估TextCListentotherecordingofTextCparagraphbyparagraph.Takenoteswhennecessaryandinterpretduringthepauses.Thenperformthetextingroupsandmakeaself-assessment.

一線城市包括北京、上海、廣州，有時還包括深圳。二線城市30個左右，主要是人口超過500萬的省會城市。三線城市150個左右，是人口在100萬以上的縣城。四線城市包括數(shù)千個城鎮(zhèn)，人口從10萬到100萬不等。

FirsttiercitiesincludeBeijing,Shanghai,GuangzhouandsometimesShenzhen.Thereareabout30secondtiercities,mainlyprovincialcapitalswithapopulationofmorethan5million.Thereareabout150thirdtiercitieswithapopulationofmorethan1million.Thefourthtiercitiesincludethousandsoftownswithapopulationrangingfrom100,000to1million.Assessing譯后評估TextCListentotherecordingofTextCparagraphbyparagraph.Takenoteswhennecessaryandinterpretduringthepauses.Thenperformthetextingroupsandmakeaself-assessment.

城市的等級劃分方式因公司產(chǎn)品及目標(biāo)的不同而有所差異，各公司對等級有著不同的理解。Theclassificationofcitiesvarieswiththecompany’sproductsandobjectives,anddifferentcompanieshavedifferentunderstandingsofhierarchy.Self-AssessmentFormCriteriaInterpretingSkillConveyingLanguageExpressingComprehensivenessTotalLevelABCABCABCABCABCABCSupplementing拓展訓(xùn)練Task1InterpretingPractice（口譯實踐）Workingroupsandinterpretthefollowingdialogue.WangQian:懷特先生下午好，我是泰格爾公司的王倩，想麻煩您協(xié)助做一個衣服洗滌劑的市場調(diào)研可以嗎？Interpreter:Goodafternoon,Mr.White.ThisisWangQianfromTigerCompany.Couldyouhelphertodoamarketsurveyonlaundrydetergent?Mr.White:Sure.DoIhavetofilloutaquestionnaire?Interpreter:可以的，需要填問卷嗎？WangQian:不用。我主要是記錄消費者對洗滌劑的使用情況。我們公司生產(chǎn)的是奇跡牌洗滌劑，不知您聽說過嗎？Interpreter:Notexactly.She’stakingnotesonconsumers’experienceswithvariousbrands.ActuallyourcompanymakesMiracle.Haveyouheardofit?Mr.White:Yes,Ihave.Interpreter:聽說過。WangQian:您曾經(jīng)使用過嗎？Interpreter:Haveyouusedit?Mr.White:No,Ihavenot.Interpreter:沒用過。WangQian:目前您用的是什么牌子呢？Interpreter:Thenwhatbrandareyouusingnow?Mr.White:IuseRainbow.Interpreter:目前用彩虹牌。WangQian:為什么會選用彩虹牌呢？Interpreter:WhydoyouchooseRainbow?WangQian:那個產(chǎn)品是粉狀還是液體呢？Interpreter:Isitpowderorliquid?Mr.White:Powder.Rainbowdoesn’tcomeinaliquidform.Interpreter:粉狀。彩虹牌沒有液體的。Mr.White:Myfriendhadrecommendedittome.Then,onedayIwasgivenasamplewhileshopping.Itrieditandfounditworksverywell.Itcanremovemoststainsandcleaneffectively.And,it’snottooexpensive.Interpreter:一個朋友推薦的，后來有一天購物時有人送了他一份樣品，試用后發(fā)現(xiàn)效果很好，去污效果明顯，而且不貴。WangQian:懷特先生，也許您可以考慮試試我們的奇跡牌。我們有粉狀和液體兩種，使用效果特別好，對于油污有極好的清潔作用。Int