商務(wù)英語(yǔ)口譯 （微課版） 課件 第13章：營(yíng)銷(xiāo)策略

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

InternationalMarketing國(guó)際市場(chǎng)營(yíng)銷(xiāo)ModuleTHREE

模塊三MarketingStrategiesChapter13營(yíng)銷(xiāo)策略Instructedby×××

LearningObjectivesAfterlearningChapter13,youshouldMastertheInterpretingskillSightInterpreting.GetsupplementaryknowledgeaboutMarketingTheoryof4Ps.KnowhowtousewordsandexpressionsaboutMarketingStrategies.Obtainwaystoimproveinterpretingcompetence.BackgroundKnowledge

Marketingstrategytakesconsumers’needsasthestartingpoint,obtainstheinformationoftheirdemands,purchasingpowersandtheexpectationvalueofbusinesscirclesaccordingtoexperience,organizingvariousbusinessactivitiesinaplannedway.Itisaseriesofmeasurableandcontrollableactivitiestoimprovethesalesandreputationofthemanufacturer,withacombinationofvariousmarketingmethodssuchasproducts,price,channel,promotionandpublicrelationsstrategies.

Inthe21stcentury,withtherapiddevelopmentofinformationscienceandtechnology,greatchangeshavetakenplaceintheconsumptionpattern.Themodernmarkethasbecomemorecomplicatedandthemarketcompetitionisextremelyfierce.Ifanyenterprisewantstosuccessfullyenter,occupy,consolidateandexpandthemarket,itisparticularlyimportanttoadoptthecorrectmarketingstrategy.I.InterpretingSkill(口譯技能)SightInterpreting視譯Dooralinterpretationwhilereadingthemanuscript.Trytoachieveaccuratemeaningandappropriateexpressions.TrainmoretomastertheshiftsofthesentencestructuresofChineseandEnglishduringtheprocessofsightinterpreting.WorkingroupsandinterpretthefollowingEnglishparagraphintoChinesebywayoftheinterpretingskillSightInterpreting.

BusinesspeoplecantravelfromLondontoNewYorkinthreehoursandlotsofpeopleexceedtheseventymilesperhourspeedlimitonmotorways.Apersonof75isnotoldthesedays.Aseriousillnessdoesnotmeancertaindeathbecausetherehavebeensomanyadvancesinmedicalscience.Wenolongerneedtobeafraidofinfecteddiseaseslikepolioorsmallpox.

商人從倫敦到紐約只需要三個(gè)小時(shí)，許多人在限速七十英里每小時(shí)的高速公路上超速?，F(xiàn)在75歲的人不算老，因?yàn)獒t(yī)學(xué)進(jìn)步了很多，嚴(yán)重的疾病并不意味著會(huì)死亡。我們不再需要害怕感染像小兒麻痹癥或天花之類(lèi)的疾病。WorkingroupsandinterpretthefollowingEnglishparagraphintoChinesebywayoftheinterpretingskillSightInterpreting.

IcanspeaktomysoninAustraliafrommyownsittingroomhereinManchester,watchathletesrunningaraceontheothersideoftheworldwithoutmovingfrommyownhomeandevendomyshoppingwhileIsithereinanarmchair.Ineverneedtoworryaboutfoodgoingbadinthewarmweatherand,attheflickofaswitch,Icanhaveahotmealinacoupleofminutes.So,itseems,thequalityoflifehasgreatlyimprovedsincemyownchildhood.

我可以在曼徹斯特的客廳里與澳洲的兒子談話(huà)，無(wú)須離開(kāi)家就可以觀看在世界另一邊的運(yùn)動(dòng)員比賽，甚至可以坐在扶手椅里購(gòu)物。我不必?fù)?dān)心天氣暖和時(shí)食物會(huì)變壞，并且只要輕輕按一下開(kāi)關(guān)，我就可以在幾分鐘內(nèi)吃上一頓熱騰騰的飯菜。因此，從我的童年開(kāi)始，生活質(zhì)量似乎有了很大的提高。II.PhraseInterpreting(短語(yǔ)口譯)WorkingroupsandinterpretthefollowingwordsandphrasesintoChineseorEnglish.businessmedialifespanadvertisingcostChinesehandicraftculturalfeaturebuyinghabitfinanciallystablecatalogandbrochureadvertisingagencymarketingtheoryEnglishChinese商業(yè)媒體壽命廣告成本中國(guó)手工藝品文化特點(diǎn)購(gòu)買(mǎi)習(xí)慣金融穩(wěn)定產(chǎn)品目錄和圖冊(cè)廣告中介營(yíng)銷(xiāo)理論0102030405060708091001020304050607080910廣告策略媒介組合黃金時(shí)間電視廣告輕音樂(lè)戶(hù)外廣告品牌識(shí)別購(gòu)買(mǎi)媒體目標(biāo)受眾廣告預(yù)算ChineseEnglishadvertisingstrategymediamixprimetimeTVcommerciallightmusicoutdooradvertisementbrandrecognitionbuyingmediatargetaudienceadvertisingbudgetII.PhraseInterpreting(短語(yǔ)口譯)0102030405060708091001020304050607080910III.SentenceInterpreting(句子口譯)WorkingroupsandinterpretthefollowingsentencesintoChineseandEnglishrespectively.EnglishChineseOurmaingoalistoestablishbrandawarenessamongourtargetaudience.Weplantousethenewspapertoadvertiseourproducts.Basedontheresponsefromtheaudience,we’lldecidewhethertorunfullads.Tomakegooduseoftheadvertisingbudget,youmustknowthefeaturesofanewspaper’sreaders.Studiesshowthatnewspaperadsrankhighestincredibility.01020304050102030405我們的主要目標(biāo)是在目標(biāo)受眾中建立起品牌知名度。我們打算用報(bào)紙來(lái)宣傳我們的產(chǎn)品。根據(jù)受眾的反饋，我們?cè)贈(zèng)Q定是否做整版廣告。為了更好地利用廣告預(yù)算，你必須了解報(bào)紙讀者的特征。

研究表明，在可信度方面，報(bào)紙廣

告名列第一。III.SentenceInterpreting(句子口譯)WorkingroupsandinterpretthefollowingsentencesintoChineseandEnglishrespectively.EnglishChinese我想了解一下在你們的雜志刊登廣告的事情。除此之外，我們還要考慮對(duì)手的行動(dòng)。消費(fèi)者比過(guò)去更成熟、挑剔、理性，并且更不信任媒體。您可以再安排一些跟其他代理商的會(huì)面嗎？我從廣告上得知你們店有很多中手工藝品。Iwouldliketofindoutaboutplacinganadvertisementinyourmagazines.Besides,weshouldtakeourcompetitors’moveintoconsideration.Consumerstendtobemoresophisticated,cynical,rationalanddistrustingthaneverbefore.Canyoutrytosetupsomemeetingswithotheragencies?IknowfromtheadthatyouhavealargecollectionofChinesehandicraftsinyourshop.06070809100607080910III.SentenceInterpreting(句子口譯)Ifwedon’tgetapositiveresponsefromthenewspaperads,we’lldosomeInternetspots.WehaveanestablishedmarketinEurope.Ourcarpetsandrugsenjoygreatpopularity.Ourproductsarealwaysoffirst-classquality.Thesecarpetsare100%wool,fairlythickandverysoft.Weshouldsearchfornewwaystogetmoremarketshare.Onlineshoppingispredictedtobe30percenthigherthanthatoflastDecember,whilemallscanexpectlessthana6percentincreaseinsales.如果報(bào)紙反映不理想，我們將做一些網(wǎng)絡(luò)廣告。我們?cè)跉W洲有穩(wěn)定的市場(chǎng)，我們的地毯很受歡迎。我們的產(chǎn)品質(zhì)量上乘。這些地毯是100%羊毛，相當(dāng)厚而且很柔軟。我們應(yīng)該尋找新的方法，從而搶占更大的市場(chǎng)份額。我要給我的家人和朋友買(mǎi)幾把折扇，這樣他們既有機(jī)會(huì)欣賞中國(guó)精湛的制扇工藝，又能欣賞中國(guó)的美景。01020304050102030405ChineseEnglishIII.SentenceInterpreting(句子口譯)Wecanofferasuperiorproductatthesamepriceasourcompetitors.Comparedwithcompetingproducts,oursissmallerandlighter,yetitisadvanced,reliableanduser-friendly.IthinkthemainreasonwhyourproductssellpoorlyintheUnitedStatesisbecauseofouradvertisingstrategy.Asmediaplanners,weshouldbearinmindhowconsumersregardvariousmagazinesandTVprograms.I’llleavemycardandourcatalogs.Ifthereareanybooksthatmightinterestyou,pleasecallme.在同樣的價(jià)格下，我們可以提供更好的產(chǎn)品質(zhì)量。和競(jìng)爭(zhēng)者比起來(lái)，我們的產(chǎn)品體積小、重量輕、設(shè)計(jì)先進(jìn)、質(zhì)量可靠又易于操作。我認(rèn)為我們的產(chǎn)品在美國(guó)銷(xiāo)售很差的主要原因就是我們的廣告策略。作為媒體策劃人員，我們要考慮消費(fèi)者如何看待各種雜志和電視節(jié)目。我留下我的名片和商品目錄，如果您對(duì)我們的圖書(shū)感興趣的話(huà)隨時(shí)打電話(huà)給我。06070809100607080910ChineseEnglishA:Doyouhaveanyideasabouttheadvertisingstrategyforourbreezecocktail?ListentotherecordingofTextA.Takenoteswhennecessaryandinterpretduringthepauses,thenperformthedialogueingroups.Interpreting現(xiàn)場(chǎng)口譯TextAB:

我認(rèn)為可以先在雜志上打小型廣告，看看有什么反映。根據(jù)反映我們?cè)贈(zèng)Q定是否做整版廣告。如果報(bào)紙反映不理想，我們將做一些網(wǎng)絡(luò)廣告。Interpreter:很好，但她的想法與您不同。她計(jì)劃用媒體組合來(lái)達(dá)成市場(chǎng)目標(biāo)。我們的主要目標(biāo)是在目標(biāo)受眾中建立起品牌知名度。Interpreter:關(guān)于我們微風(fēng)牌雞尾酒的廣告設(shè)計(jì)策略，您有什么想法嗎？Interpreter:Shethinkswecanstartoutwithsmallmagazineads.Thenwe’llseewhatkindofresponseweget.Basedonthat,we’lldecidewhethertorunfullads.Ifwedon’tgetapositiveresponsefromthenewspaperads,we’lldosomeInternetspots.A:Soundsgood.ButIhaveadifferentidea.Iplantousethemediamixtoreachourtargetmarket.Ourmaingoalistoestablishbrandawarenessamongourtargetaudience.B:好極了！我很喜歡你們這種處理，可是您打算用什么背景音樂(lè)呢？Interpreter:Great!Shelikeswhereyou’regoingwiththis,butwhatkindofmusicareyougoingtohaveinthebackground?B:那么您打算使用哪些媒體？Interpreter:Thenwhatdoyouplantouse?TextAA:Iplantoputtogethertwo20-secondprime-timeTVcommercials.We’llbeginwithadancing-movingshotofthecrowd.

Thenwe’llcomeinforaclose-upofourmainactress.Shewillbedrinkingourcocktail,andtherestofthecrowdwillbedancingtowardsher.Iplantofinishupwiththisshotoftheproductandthepunchline,“Relaxwithme”.Interpreter:她打算策劃兩個(gè)20秒的廣告在電視黃金時(shí)間播出。我們首先用一個(gè)舞動(dòng)人群的鏡頭。然后推入我們女主角的特寫(xiě)，喝著一瓶微風(fēng)牌雞尾酒，其他人向著她移動(dòng)。她打算用這個(gè)鏡頭結(jié)束，伴隨的廣告語(yǔ)是“和我一起放松”。A:We’dbetteruselightmusic.Itmakestheaudiencefeelmorecomfortable.Interpreter:我們最好使用輕音樂(lè)。輕音樂(lè)使觀眾感到很舒服。B:我們還可以同時(shí)刊登戶(hù)外廣告及平面廣告來(lái)創(chuàng)造我們的品牌識(shí)別。Interpreter:Wealsocanusetheoutdoorandprintadstohelpcreatebrandrecognition.TextBPerformthedialogueingroups,andfinishthePeerAssessmentForm.A:Asfortheselectionofbusinessmedia,wouldyouliketoshareyourideaswithus?Interpreter:對(duì)于商業(yè)媒體的選擇方面，您能分享一下您的想法嗎？B:我認(rèn)為這關(guān)鍵在于廣告的主要購(gòu)買(mǎi)媒體，無(wú)論是國(guó)內(nèi)還是國(guó)外的，購(gòu)買(mǎi)之前必須研究它們的目標(biāo)受眾。Interpreter:Hethinksthekeyisthatadvertisersmuststudytheaudiencetheywishtoreachbeforebuyinganymedia,whetherathomeorabroad.A:Well,weplantousethenewspapertoadvertiseourproducts.Anyadvice?Interpreter:我們打算用報(bào)紙來(lái)宣傳我們的產(chǎn)品。您有什么好的建議嗎？B:為了更好地利用廣告預(yù)算，您必須了解報(bào)紙讀者的特征，如典型讀者的平均年齡、性別、職業(yè)、收入、教育水平和購(gòu)買(mǎi)習(xí)慣。Interpreter:Tomakegooduseoftheadvertisingbudget,youmustknowthefeaturesofnewspaper’sreaders,suchastheaverageage,sex,occupation,income,educationallevelandbuyinghabitsofthetypicalreader.TextBPerformthedialogueingroups,andfinishthePeerAssessmentForm.A:Comparedwithothermedia,anyadvantagesfornewspapers?Interpreter:相對(duì)于其他的媒體，報(bào)紙有什么優(yōu)勢(shì)呢？B:據(jù)研究表明，在可信度方面，報(bào)紙廣告名列第一，電視廣告居第二。Interpreter:Studiesshowthatnewspaperadsrankhighestincredibility,whileTVcommercialsarethesecond.A:Newspapersmusthavetheirshortcomings.Interpreter:那報(bào)紙一定有它的缺點(diǎn)吧？B:當(dāng)然，報(bào)紙也有缺點(diǎn)，如壽命短、印刷質(zhì)量差、廣告競(jìng)爭(zhēng)激烈、廣告發(fā)布的位置可能不好等。Interpreter:Definitely.Newspapersalsohavedisadvantages,suchasshortlifespan,poorprintingquality,fierceadertisingcompetitionandpotentiallypoorplacement.Performthedialogueingroups,andfinishthePeerAssessmentForm.A:Thenwhataboutmagazines?Interpreter:那么雜志呢？B:雜志具有明顯的優(yōu)勢(shì)。在所有的大眾媒體中，它的選擇性最強(qiáng)，有無(wú)與倫比的色彩、出色的印刷質(zhì)量、權(quán)威性、可信度、壽命長(zhǎng)等眾多優(yōu)點(diǎn)。當(dāng)然，有些雜志的廣告成本也很高。Interpreter:Magazinesofferdistinctadvantages.Theyarethemostselectiveofallmassmediawithunsurpassedcolor,excellentprintingquality,authority,credibilityandlonglifespan,etc.Ofcourse,thecostofadvertisinginsomemagazinesisveryhigh.TextBPeerAssessmentFormCriteria1.ConveyingCompleteandPreciseCoherentandLogicalLevel2.LanguagePronunciationandIntonationGrammatically3.ExpressionsNaturalandFluentNativeandIdiomaticABCABCABCABCABCABCTotalABCAssessing譯后評(píng)估B:很高興為您效勞。我們的工藝品分三大類(lèi)，絲綢、陶瓷和扇子。您想看哪一種？Interpreter:Herpleasure.Wehavethreemajortypes,silk,ceramicsandfans.Whatkindwouldyouliketosee?TextCListentotherecordingofTextC.Takenoteswhennecessaryandinterpretduringthepauses.Thenperformthetextingroupsandmakeaself-assessment.A:IknowfromtheadthatyourstorehasalargecollectionofChinesehandicrafts.IaminterestedinChineseculture.CanyourecommendmesomewithChineseculturalfeatures?Interpreter:他從廣告中得知你們店里有各種各樣的中國(guó)手工藝品出售。他對(duì)中國(guó)文化很感興趣，您能否推薦幾種有中國(guó)文化特色的藝術(shù)品？A:IknowlittleaboutChinesefans.Wouldyoumindexplainingalittlemorespecifically?

Interpreter:他對(duì)中國(guó)扇子了解很少，請(qǐng)您解釋得詳細(xì)一點(diǎn)好嗎？B:好的。扇子有很多類(lèi)型，最有名的當(dāng)屬檀香木扇了，因其氣味芳香和做工精美而聞名。另外，紙扇和綢扇有各種不同圖案供您選擇，有繪有書(shū)法和詩(shī)詞的，有繪有歷史人物的，還有繪有油畫(huà)的。每一種都要看看嗎？Interpreter:OK.Therearemanykindsoffoldingfans.Themostfamousoneisthesandalwoodfan,knownforthefragranceanddelicacy.Asforpaperfansandsilkfans,wehavemanypatternsforyoutochoosefrom.SomearepaintedwithChinesecalligraphyandpoems,somearewithhistoricalfiguresandsomearewithoilpaintings.Doyouwanttohavealookateachofthem?A:Yes,please.Wow,howamazingandbeautifultheyare!Ilikethemallverymuch.Thesewithpaintingsofhorsesandbamboosareespeciallywonderful.I’lltakesomeofthemtomyfamilyandfriends,sothattheywillbeabletoappreciatethebeautifulsceneryaswellasthecraftsmanshipoffan-makinginChina.Interpreter:是的，謝謝您。很漂亮??！每一把他都喜歡，尤其這幾把繪有馬和竹子的扇子。他要為家人和朋友買(mǎi)幾把，這樣他們既有機(jī)會(huì)欣賞中國(guó)精湛的制扇工藝，又能欣賞中國(guó)的美景。TextCSelf-AssessmentFormCriteriaInterpretingSkillConveyingLanguageExpressingComprehensivenessTotalLevelABCABCABCABCABCABCSupplementing拓展訓(xùn)練Task1InterpretingPractice（口譯實(shí)踐）Workingroupsandinterpretthefollowingdialogue.A:It’struethatadvertisingdeterminesthesalesvolumetosomeextent.MissLuo,whatisyouropinion?Interpreter:廣告在一定程度上決定了銷(xiāo)售額的大小。羅小姐，您的想法如何？B:有道理。我認(rèn)為我們的新產(chǎn)品在英國(guó)銷(xiāo)售很差的主要原因就是我們的廣告策略不合適。Interpreter:Itmakessense.IthinkoneofthemaincausesofthepoorUKsalesofournewitemwastheinappropriateadvertisingstrategy.A:Couldyouexplainitinmoredetails?Interpreter:您能解釋得再詳細(xì)一些嗎？Supplementing拓展訓(xùn)練WorkingroupsandinterpretthefollowingpassagefromEnglishtoChinese.B:好的。在德國(guó)和英國(guó)我們用的是同一家法國(guó)廣告代理商，廣告活動(dòng)也極為相似，結(jié)果英國(guó)方面的銷(xiāo)售額少了百分之三十。Interpreter:Well,weusedthesameFrenchagencyforboththeGermanandBritishcorporations,andthecampaignswereprettysimilar,butthesalesvolumewas30%lowerintheUK.A:SoyoumeantheGermanaudiencewasmoreappealedby

thead?Interpreter:您的意思是說(shuō)，廣告更吸引德國(guó)客戶(hù)嗎？B:沒(méi)錯(cuò)。那個(gè)廣告的男女主角是老年人，而德國(guó)65歲以上的老人占四分之一，因此他們能夠在這個(gè)廣告中得到共鳴，更傾向于購(gòu)買(mǎi)我們的產(chǎn)品。而英國(guó)人口中青壯年比例較大，因此相比德國(guó)消費(fèi)者，購(gòu)買(mǎi)意愿不夠強(qiáng)烈。Interpreter:That’sright.Theheroandheroineofthatadvertisementaretheelderly,whileaquarteroftheelderlypeopleinGerman