商務(wù)英語翻譯Unit15市場(chǎng)營銷.ppt

1、,Unit 15 MARKETING,CONTENTS,1,2,1,TEACHING AIMS,After studying this unit, you are required to: 1. Have a sound understanding about the marketing. 2. Translate the professional language of the marketing. 3. Get hold of the translating methods and skills of some sentences and paragraphs relating the m

2、arketing. 4. Master the difficult words and expressions.,Passage One Standardized Marketing Strategy,QUESTIONS,What does an assessment of the pros and cons of standardization depend upon ? What areas do the advantages of a standardized marketing strategy lie mainly in ? What is the key component of

3、the marketing strategy ? And what components can it be divided into?,Passage OnePreview,When a film enters a new national market, it usually must determine whether it should modify its marketing strategy to fit local market conditions. The following questions need to be answered. Does the product it

4、self need to be changed? Are existing sales promotion and advertising campaigns applicable to the new market? Should the type of distribution network used in the firms other foreign market be replicated in the new market? There is no easy answer to any of these questions. However , the standardizati

5、on of market strategy across national markets is one potentially effective approach.,Passage One Reading Comprehension,Read the following sentences and decide whether they are true（T) or false（F) 1. If the firm utilizes the same advertising theme for all of its national markets, total advertising co

6、sts can be reducted significantly. ( ) 2. The creative presentation is what the advertisers say .( ) 3. Marketing ideas that worked in one country may work in another. ( ),F,T,T,Passage One Reading Comprehension,4. The benefit of cost reduction, of course, is that they make the firms products, wheth

7、er sold domestically or internationally, more profitable.( ),T,Passage One Notes,The following questions need to be answered. Does yhe product itself need to be changed? Are existing sales promotion and advertising campaigns applicable to the new market? Should the type of distribution network used

8、in the firms other foreign market be replicated in the new market? There is no easy answer to any of these questions:公司需要回答下列問題：產(chǎn)品本身需要改進(jìn)嗎？現(xiàn)存的促銷和廣告活動(dòng)在新市場(chǎng)適用嗎？適用于公司其他外國市場(chǎng)的營銷網(wǎng)絡(luò)能再次在新市場(chǎng)適用嗎？上述任何一個(gè)問題都不好回答。“replicate”這里不能譯成“復(fù)制”，應(yīng)意譯成“再次使用”；同樣“easy answer”，應(yīng)改變?cè)~性，意譯成動(dòng)詞“好/容易回答”；“no”相應(yīng)的地應(yīng)譯為“不”而不是“沒有”，否定的翻譯也是一個(gè)常見的

9、技巧。,Passage One Notes,2. If international sales represents a real opportunity for the firm to expand into new, permanent markets abroad, then the firm should consider customizing its product line and its marketing strategy to fit the needs of its local market:對(duì)公司來說，如果國際銷售意味著開拓新的、長(zhǎng)久的海外市場(chǎng)的有利時(shí)機(jī)，那么公司就應(yīng)該

10、考慮制定產(chǎn)品線路和營銷戰(zhàn)略區(qū)滿足當(dāng)?shù)厥袌?chǎng)的需求?！癳xpend into”應(yīng)譯成“開拓”，“customize”應(yīng)譯為“量身定做”、“制定”，同時(shí)注意，漢語表示對(duì)象的介詞短語往往置于句首，要符合漢語表達(dá)習(xí)慣。,Passage One Notes,3. In contrast, if international sales are merely an outlet for excess production capacity, then the firm should focus on finding international markets that are receptive to pro

11、ducts that have already been developed for the domestic market:相反，如果國際銷售僅僅是過剩生產(chǎn)能力的一種出路，那么公司應(yīng)重點(diǎn)尋求這種國際市場(chǎng)，這種國際市場(chǎng)能夠接受為國內(nèi)市場(chǎng)已經(jīng)開發(fā)的現(xiàn)存產(chǎn)品?！皁utlet”譯成“出口/ 出路”；“focus”譯成副詞“重點(diǎn)”，介詞“on”的意義包含其中，可以不譯；“that”定語從句，拆句更符合漢語表達(dá)習(xí)慣，如以嵌入方法翻譯則不夠地道。,Passage One Notes,4. Consumers, today, are increasingly mobile, and encountering

12、 a common advertising theme from one country to the next tends to reassure them as to the sincerity of the advertiser and the quality and reliability of the product: 目前，消費(fèi)者的流動(dòng)性急劇增加，在不同的國家接觸到相同的廣告主題，往往可以消除顧客對(duì)廣告商真誠品質(zhì)、產(chǎn)品質(zhì)量和產(chǎn)品可靠性的疑慮?！癷ncreasingly mobile”,轉(zhuǎn)換詞性，譯成“流動(dòng)性急劇增加”，更符合漢語習(xí)慣; “reassure”,“消除的疑慮”。整個(gè)英語

13、句子較長(zhǎng)，最好拆成不同的漢語分句。,Passage One Notes,5. The most significant disadvantages of standardization is simply that cultural, political, and economic differences among countries may make it all but impossible to use a single standardized marketing strategy：標(biāo)準(zhǔn)化最大的劣勢(shì)就是，由于不同國家的文化、政治和經(jīng)濟(jì)差異，導(dǎo)致幾乎不可能使一個(gè)單一的標(biāo)準(zhǔn)化市場(chǎng)戰(zhàn)略?！?/p>

14、all but impossible”，應(yīng)譯成“幾乎不可能”。,Passage One New Words and Expressions:,1. modify v.修改, 更改；緩和；修飾 Fertilizers modify the composition of herbage. 肥料可改變牧草的組成。 2. applicable a.可應(yīng)用(實(shí)施)的；適當(dāng)?shù)?合適的 These principles are applicable to all minority nationality areas. 這兩條對(duì)所有少數(shù)民族地區(qū)都是適用的。,Passage One New Words and

15、Expressions:,3. replicate v.復(fù)制, 模擬, 折疊 n.復(fù)制品 adj.復(fù)制的,折疊的 The challenge for tissue engineers is to replicate those processes, which are tightly controlled by the growing embryos genes. 組織工程學(xué)家所面對(duì)的挑戰(zhàn)，是如何才能重現(xiàn)胚胎發(fā)育時(shí)，由基因嚴(yán)密控制的這些過程。 4. customize v.定做，定制；用戶化 You can customize the background, font and icons of

16、 Dialog screens. 你可以定制背景、體與偶像對(duì)話屏幕上。,Passage One New Words and Expressions:,5. outlet n.出路, 出口； 通風(fēng)口； 批發(fā)商店 But that discontent has yet to find an outlet. 但是這種不滿尚未找到一條發(fā)泄途徑。 6. receptive adj.易接受的, 愿意接受的 Congress seems receptive to the idea. 議會(huì)似乎對(duì)該觀念表示接受。 7. encounter v.遭遇, 遇到, 偶然碰到 n.意外的相見,邂逅, 遭遇 This i

17、s the sort of question you might encounter on an IQ test. 這是你在智商測(cè)驗(yàn)中很可能會(huì)遇到的一類問題。,Passage One New Words and Expressions:,8. pros and cons 優(yōu)勢(shì)和劣勢(shì) a prior assessment 預(yù)期評(píng)估 fit the needs of 滿足 excess production capacity 過剩生產(chǎn)能力 domestic market 國內(nèi)市場(chǎng) cost efficiency 成本效率 idea utilization 理念利用 the size of prod

18、uction runs 產(chǎn)品覆蓋范圍 a consistent image 統(tǒng)一的形象 environmental variables 環(huán)境變量,Passage One Assignment,Finish the rest of exercises of Passage One. Preview Passage TWO.,Passage Two產(chǎn)品生命周期,QUESTIONS,How many stages can we analyze a product sales model with ? And what are they? Please summarize the main objec

19、tives in each stage respectively.,Passage TWO Preview,The concept of a product life cycle implies that successful product move through rather predictable stages. They are introduced, their sales increase rather rapidly until a point at which they level off. And eventually they are replaced by newer

20、products. The product life cycle concept is particularly valuable because it helps the marketing executive forecast the sales of any given product.,Passage TWO Reading Comprehension,Read the following sentences and decide whether they are true（T) or false（F) 1. We now adopt a slightly more sophistic

21、ated approach and analyze a product sales model with decline, stable or growth stage. ( ) 2. In the growth stage, the marketing objective is to develop a new market for a new product. ( ) 3. Competition is at its highest level during the maturity stage .( ),F,F,T,Passage TWO Reading Comprehension,4.

22、 In the decline stage, industry sales decline and many firms leave the market because customers are few and they have less income to spend . ( ) 5. The rate of sales growth depends on the newness of the product as well as the desirability of consumers. ( ),T,T,Passage TWO Notes,1. 產(chǎn)品被引入市場(chǎng)，銷售額快速增長(zhǎng)，直到

23、某一點(diǎn)才開始平穩(wěn)下降，并最終被更新的產(chǎn)品所取代：They are introduced, their sales increase rather rapidly until a point at which they level off, and eventually they are replaced by newer products. “平穩(wěn)下降”譯成“l(fā)evel off”，“某一點(diǎn)”和后面的謂語要用“at which”引導(dǎo)的定語從句連接，更符合英語長(zhǎng)句的習(xí)慣。 2. 下面采用稍微復(fù)雜的表述方法，引用四個(gè)階段來分析產(chǎn)品的銷售模型：引入期、成長(zhǎng)期、成熟期、衰退期：We now adopt

24、a slightly more sophisticated approach and analyze a product sales model with four stages: introduction, growth, maturity, and decline.“引用四個(gè)階段”是一個(gè)次要?jiǎng)淤e詞組, 應(yīng)譯成非謂語的介詞短語“with four stages”作狀語，把“采用”和“分析”兩個(gè)主要?jiǎng)釉~譯成謂語；漢語的方式狀語往往在謂語前，而英語的則在謂語后，漢譯英時(shí)要注意順序的調(diào)整。“期”是根據(jù)漢語意義添加上的一個(gè)詞，翻譯成英語時(shí)可以省略。,Passage TWO Notes,3. 最初的顧

25、客是那些愿意承擔(dān)風(fēng)險(xiǎn)，有經(jīng)濟(jì)實(shí)力，并且喜歡領(lǐng)先購買的新潮派：initial customers are innovators who are willing to take this risks, can afford to take them, and like the status of buying first:漢語的特點(diǎn)是把定語放在被修飾詞前，而英語則是放在先行詞后，用定語從句連接，要符合各自的語言習(xí)慣。“新潮派”可譯成“innovators”。 4. 為了適應(yīng)此階段的要求，企業(yè)應(yīng)在原樣式的基礎(chǔ)上改進(jìn)產(chǎn)品，增加花色，擴(kuò)大銷售，提供不同的價(jià)格層次，利用具有說服力的大眾廣告：To acco

26、mmodate the growing market, modified versions of the basic model are offered, distribution is expanded, different prices are available, and persuasive mass advertising is utilized.“企業(yè)”作為一個(gè)集體名詞，在該語境中不言而喻，這種情況下,英語的習(xí)慣是強(qiáng)調(diào)其賓語，故最好用被動(dòng)語態(tài)，顯得更地道。,Passage TWO Notes,5.由于市場(chǎng)需求未變，但向該領(lǐng)域投資的企業(yè)增加，致使行業(yè)銷售趨于趨向平穩(wěn)，市場(chǎng)飽和，競(jìng)爭(zhēng)達(dá)

27、到白熱化：Industry sales stabilize as the market becomes saturated and many firms enter to capitalize on the still sizable demand. Competition is at its highest level.“飽和”：“saturated”?！鞍谉峄笔菨h語的修辭表達(dá)，可意譯成“at its highest level”。漢語的結(jié)構(gòu)比較松散，翻譯時(shí)可以根據(jù)邏輯關(guān)系變得更加緊湊。,Passage TWO Notes,6.在此階段，產(chǎn)品銷售主要在一般收入的大眾化市場(chǎng)，整個(gè)產(chǎn)品系列在不

28、同場(chǎng)合以不同的價(jià)格出售，促銷具有很強(qiáng)的競(jìng)爭(zhēng)性：At this stage, the average-income mass market makes its purchases. A full line of products is made available at many outlets and many prices levels. Promotion becomes very competitive. “產(chǎn)品銷售主要在一般收入的大眾化市場(chǎng)”翻譯時(shí)需要倒裝,“整個(gè)產(chǎn)品系列”譯成“a full line of products”。,Passage TWO New Words and Ex

29、pressions:,1.可預(yù)知的 predictable Demand for industrial salt is steady and predictable. 工業(yè)鹽需求是穩(wěn)定且可預(yù)測(cè)的。 2.創(chuàng)新 innovation An efficient patent system is essential for the promotion of innovation. 一個(gè)有效的專利系統(tǒng)對(duì)于促進(jìn)革新是必須的。,Passage TWO New Words and Expressions:,3.單一, 專有 exclusive This is the firm that has an excl

30、usive franchise to offer bus service in the city. 這是一家在這個(gè)城市的公共汽車服務(wù)方面擁有獨(dú)占權(quán)利的廠商。 4.利用 utilize It is justifiable to utilize the concepts of either wave or particles. 無論運(yùn)用波動(dòng)概念還是運(yùn)用微粒概念都是合理可取的。,Passage TWO New Words and Expressions:,5.擔(dān)保 warranty What is your warranty scope for this car model? 這種車型的保修范圍是怎

31、樣的？ 6.使用性 availability The availability of choice obviously exacerbates both these factors. 而選擇的增加顯然加劇了這兩種包袱。,Passage TWO New Words and Expressions:,7.飽和 saturate The development highlights how Asias biggest internet companies are looking for growth overseas as they begin to saturate their home mark

32、ets. 這些進(jìn)展凸顯出亞洲最大的一些互聯(lián)網(wǎng)企業(yè)正尋求海外增長(zhǎng)，因?yàn)槠鋰鴥?nèi)市場(chǎng)已開始飽和。 8. 投資 capitalize In Florida, officials are trying to capitalize on the boom in green technology. 在佛羅里達(dá)，政府官員正在試圖從綠色技術(shù)的興旺中獲得好處。,Passage TWO New Words and Expressions:,9.復(fù)興 revive They failed to revive the economy . 他們沒有能夠使經(jīng)濟(jì)復(fù)蘇。 10. 停產(chǎn) terminate the product

33、 （資金）入不敷出 have less income to spend 整個(gè)產(chǎn)品系列 full line of product 可供選擇的方案 alternate courses of action 消弱 cut back on 大眾廣告 mass advertising 擴(kuò)展渠道 expand distribution 可代替產(chǎn)品 available product alternatives 高盈利市場(chǎng) highly profitable market,Passage TWO Assignment,Finish the exercises of Passage TWO,Drills,Plea

34、se translate the following phrases: 1. hierarchy of needs 2. post purchase evaluation 3. reseller markets 4. marketing mix 5. licensed brand 6. people-based service 7. product life cycle 8. selective demand,9. 品牌忠誠 10. 獨(dú)立品牌 11. 潛在顧客 12. 定位 13. 產(chǎn)品概念 14. 目標(biāo)營銷過程 15. 目標(biāo)市場(chǎng) 16. 政府市場(chǎng),Drills,Please translate the following sentences and passages. As the marketplace becomes truly global, as barriers of distance, time, language and regulation diminish through the use of new communicati