分析競(jìng)爭(zhēng)對(duì)手

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2、e as ours. 德里克瓊斯：技術(shù)和我們的一樣。 I have never seen two products which are so similar. 我從沒(méi)見(jiàn)過(guò)兩個(gè)如此相象的產(chǎn)品。 In concept and design there are no basic differences. 在理念和設(shè)計(jì)上沒(méi)有根本的不同。 None. However I have examined the components and the xr590. 沒(méi)有。但是，我檢驗(yàn)過(guò)部件和xr590 KATE MCKENNA: What is the xr590? 凱特麥凱納：xr590是什么？ DEREK

3、JONES: The xr590 is the power source which drives dealer dan. 德里克瓊斯：xr590是驅(qū)動(dòng)“商人丹”的能量源。 I think it has a few weaknesses. 我認(rèn)為它有幾個(gè)弱點(diǎn)。 It' s not as good. 還不是很完善。 In my opinion it' s not reliable enough for children. 我看對(duì)兒童來(lái)講還不足夠可靠。 don bradley: Exactly how unreliable is it? 堂布拉德利：具體講，怎么個(gè)不可靠法？ DER

4、EK JONES:Ican' t say exactly. 德里克瓊斯：我說(shuō)不出來(lái)。 I haven' t completed the tests yet. 我還沒(méi)完成測(cè)試。 It' s too early to say. 現(xiàn)在說(shuō)為時(shí)太早。 KATE MCKENNA: Will it affect their sales? 凱特麥凱納：這會(huì)影響他們的銷(xiāo)售嗎？ don bradley: Derek? 堂布拉德利：德里克？ DEREK JONES: Not much in the first six months, i suppose. 德里克瓊斯：我想最初的6個(gè)月不會(huì)有太

5、大的影響。 KATE MCKENNA: It' s the first six months that are important. 凱特麥凱納：最初的6個(gè)月才是重要的。 don bradley: Edward, what do you think of their packaging? 堂布拉德利：愛(ài)德華， 你認(rèn)為他們的包裝怎么樣？ EDWARD GREEN: Well, plenty of bright colours. 愛(ài)德華格林：色彩很鮮艷。 It' ll have a lot of impact at point of sale. 在現(xiàn)場(chǎng)銷(xiāo)售時(shí)會(huì)有很強(qiáng)的沖擊效果。 G

6、ERALDINE: I' m afraid they are all meeting at the moment. 杰拉爾?。嚎峙滤麄儸F(xiàn)在都在開(kāi)會(huì)。 No, I' m sorry, I don' t know what time it will finish. 不， 對(duì)不起，我不知道會(huì)議什么時(shí)候結(jié)束。 I' ll put you through to mr. harris' s secretary, and she can make an appointment for you. 我給你轉(zhuǎn)到哈里斯先生的秘書(shū)，她可以為你安排約會(huì)。 Please hold

7、the line. 請(qǐng)不要掛機(jī)。 CLIVE HARRIS: Nice to see you again, peter. 克萊夫哈里斯：很高興再見(jiàn)到你，皮特。 It' s been a long time. 好久不見(jiàn)了。 PETER DAY: How are things at bibury systems? 皮特戴：bibury系統(tǒng)公司運(yùn)轉(zhuǎn)的怎樣？ CLIVE HARRIS: Very interesting at the moment. 克萊夫哈里斯：正處在非常有趣的時(shí)期。 PETER DAY: I' ve just heard you' re going into

8、 partnership with a rather good japanese company. 皮特戴：我聽(tīng)說(shuō)你們要和日本的一家不錯(cuò)的公司合伙。 CLIVE HARRIS: That' s not exactly true.peter, are you still doing consultancy work? 克萊夫哈里斯：也不全是這樣皮特，你還在做顧問(wèn)業(yè)務(wù)嗎？ PETER DAY: yes. I haven' t retired yet! 皮特戴：是啊。我還沒(méi)退休??！ CLIVE HARRIS: Look, can i give you a lift back? 克萊夫

9、哈里斯：那 ，我開(kāi)車(chē)送你回去，好嗎？ We haven' t had a chance to chat for a long time. 我們好久沒(méi)機(jī)會(huì)一起談?wù)劻恕?DON BRADLEY: What have you found out about their marketing strategy? 堂布拉德利：你對(duì)他們的營(yíng)銷(xiāo)策略有什么發(fā)現(xiàn)嗎？ KATE MCKENNA: They have already scheduled a television advertising campaign. 凱特麥凱納：他們已經(jīng)安排了一場(chǎng)電視廣告推廣。 DON BRADLEY: Who with

10、? 堂布拉德利：和誰(shuí)一起？ KATE MCKENNA: e.g.n.c.KATE MCKENNA: E.G.N.C. The company that they always use. 凱特麥凱納：E.G.N.C.他們一直用的那家公司。 DON BRADLEY: When is it scheduled? 堂布拉德利：定在什么時(shí)候? KATE MCKENNA: Something next month, but I haven' t found out the exact date yet. 凱特麥凱納：下個(gè)月的某個(gè)時(shí)候，但還沒(méi)查到具體的日期。 DON BRADLEY: Have yo

11、u heard what they are spending on TV advertising? 堂布拉德利：有沒(méi)有聽(tīng)說(shuō)他們?cè)陔娨晱V告上的花費(fèi)是多少？ KATE MCKENNA: I don' t know. 凱特麥凱納：不知道。 GERALDINE: No, I' m sorry, they are still in a meeting. 杰拉爾?。翰唬瑢?duì)不起，他們還在開(kāi)會(huì)。 I don' t know how long they' ll be. 不知道還要開(kāi)多久。 Let me take your number and I will get one of

12、them to call you back. 我記下你的號(hào)碼，我會(huì)讓他們中的一個(gè)打回給你。 PETER DAY: It' s good of you to give me a lift. 皮特戴：你真好，開(kāi)車(chē)送我。 CLIVE HARRIS: It' s no problem. 克萊夫哈里斯：沒(méi)什么。 Are you still doing consultancy work for J.K. Toys? 你還在為J.K.玩具公司做顧問(wèn)工作嗎？ PETER DAY: I wondered why you were going out of your way to give me

13、a lift. 皮特戴：我正在想你為什么大老遠(yuǎn)地送我，又不順路。 CLIVE HARRIS: Well, are you? 克萊夫哈里斯：嗯，你還在做嗎？ PETER DAY: Technically no. I' ve just finished. 皮特戴：可以說(shuō)不做了。我剛做完。 But that work was confidential. ,knfi'denl但那項(xiàng)工作是保密的。 CLIVE HARRIS: Yes, of course. 克萊夫哈里斯：是的，當(dāng)然。 You could be working for us, you know, I might need

14、a consultant. 你可以為我們工作，要知道，我們也可能需要顧問(wèn)。 PETER DAY: Really? 皮特戴：真的？ CLIVE HARRIS: Well, perhaps. 克萊夫哈里斯：嗯，或許。 I might need an idea of the best way to react to Dealer Dan. 我需要一個(gè)反擊“商人丹”的最佳方式的點(diǎn)子。PETER DAY: How did you get to hear about that? 皮特戴：你怎么知道的？ CLIVE HARRIS: A customer. 克萊夫哈里斯：一個(gè)顧客告訴我們的。 Do you k

15、now that Dealer Dan is very like a new toy we have developed? 你知道“商人丹”跟我們的一款新玩具很相似嗎？ Dealer Dan could hurt us badly. “商人丹”可以重創(chuàng)我們。 I don' t want any secrets. 我不要任何秘密。 I don' t want to compromise you, I just want some general information. 我不想為難你，我只想要些大面上的信息。 PETER DAY: How general? 皮特戴：怎樣才算大面上

16、的信息? KATE MCKENNA: We know their selling price, but what' s their unit cost? 凱特麥凱納：我們知道他們的銷(xiāo)售價(jià)格，但他們的單位成本是怎樣的？ DON BRADLEY: Derek, what' s your estimate? 堂布拉德利：德里克，你的估計(jì)是多少? DEREK JONES: I can' t say. 德里克瓊斯：說(shuō)不上來(lái)。 I don' t know what their production run is. 我們還不知道產(chǎn)品是怎樣的。 We haven' t

17、had that information yet. 我們還沒(méi)有這方面的資料。 DON BRADLEY: Well, Big Boss' s production run is three hundred thousand. 堂布拉德利：“大老板”的產(chǎn)量是30萬(wàn)。 Will they produce three hundred thousand? Or more? 他們會(huì)生產(chǎn)30萬(wàn)嗎？或者更多？ DEREK JONES: I don' t know the answer to that one. 德里克瓊斯：這個(gè)我不知道。 At that retail price they ha

18、ve to sell a lot of toys. 以那樣的零售價(jià)，他們要售出很多玩具才行。 DON BRADLEY: It can' t be less than 300 thousand, can it? 堂布拉德利：但不能少于30萬(wàn)，對(duì)吧？ PETER DAY: Thanks for the lift, Clive. 皮特戴：謝謝你送我，克萊夫。 CLIVE HARRIS: You are something of a specialist in the Far East, aren' t you? 克萊夫哈里斯：你在遠(yuǎn)東是名專家，對(duì)吧? PETER DAY: You c

19、ould say that. 皮特戴：也可以這樣說(shuō)。 CLIVE HARRIS: Well, when this deal with this Japanese company is settled, we might need your help. 克萊夫哈里斯：我們和日本公司的交易完成后，我們或許會(huì)需要你的幫助。 We shall need a consultant to help set things up. 我們需要一名顧問(wèn)處理事情。 Of course, the success of Big Boss is a very important part of the deal. 當(dāng)然，

20、“大老板”的成功是這項(xiàng)交易的一個(gè)重要部分。 PETER DAY: When might this happen? 皮特戴：那會(huì)是什么時(shí)候？ CLIVE HARRIS: That depends. 克萊夫哈里斯：這個(gè)要看情況。 PETER DAY: The production run is 300,000 units. 皮特戴：產(chǎn)量是30萬(wàn)件。 CLIVE HARRIS: And the advertising budget? 克萊夫哈里斯：廣告預(yù)算呢？ PETER DAY: Clive, I don' t know. 皮特戴：克萊夫， 不知道。 Really, I don'

21、t know. 真的，我不知道。Unit 12 商業(yè)信函和介紹DON BRADLEY: We haven' t decided on a plan of action yet. 堂布拉德利：我們還沒(méi)決定行動(dòng)計(jì)劃。 We must outline a strategy, but first let me summaries what we' re said so far. 我們必須定出行動(dòng)綱領(lǐng)，下面我先總結(jié)一下大家的發(fā)言。 This is a critical situation. 'kritikl這是個(gè)非常危機(jī)的形勢(shì)。 We know that J.K. Toys ar

22、e playing to win. 我們知道J.K.玩具公司計(jì)劃大獲全勝。 And we know that right now they have the edge. 我們知道，目前他們占有優(yōu)勢(shì)。 So, let' s look at the down side. 所以，我們先來(lái)看一下不利因素。 What are their advantages? 他們的優(yōu)勢(shì)是什么？ They have a larger market share; 他們有更大的市場(chǎng)份額； they have a cheaper product; 他們的產(chǎn)品更便宜； they have an earlier laun

23、ch date, 他們產(chǎn)品上市時(shí)間更早， and we think they have a larger advertising budget. 并且我們認(rèn)為他們的廣告預(yù)算很高。 KATE MCKENNA: Their strategy is very clear: 凱特麥凱納：他們的策略很清楚： they want our share of the market, both the European market and the export market. 他們要的是我們的市場(chǎng)份額，包括歐洲市場(chǎng)和出口市場(chǎng)。 DON BRADLEY: We cannot let them succeed.

24、堂布拉德利：我們不能讓他們成功。 We have to consider which of these factors we can influence. 我們一定要考慮，我們可以影響這些因素中的哪些。 Kate, any ideas? 凱特，你怎么看？ KATE MCKENNA: There are two immediate things we can do: 凱特麥凱納：有兩件事是我們可以馬上做的： we can increase our advertising budget and bring forward the launch date. 我們可以增加廣告預(yù)算、提前上市日期。 DO

25、N BRADLEY: Derek, is that feasible? 'fi:zbl堂布拉德利：德里克，這行得通嗎？ DEREK JONES: I don' t think so. 德里克瓊斯：我看不行。 CLIVE HARRIS: I' ve got some news for you all. 克萊夫哈里斯：我有些消息要告訴大家。 DON BRADLEY: Okay, just a second.I' ll switch on the speaker. 堂布拉德利：好的，請(qǐng)稍等。我改成揚(yáng)聲器。 Okay, Clive, go ahead. 好了，克萊夫，說(shuō)

26、吧。 CLIVE HARRIS: I' ve got some useful information from Peter Day: 克萊夫哈里斯：我從皮特o戴得到一些有用的資料： first of all, I think they' re moving too fast. 首先我認(rèn)為他們走的太快了， They haven' t done their sums. 他們還沒(méi)做好準(zhǔn)備。 DEREK JONES: Clive, this is Derek. 德里克瓊斯：克萊夫，我是德里克。 Do you know how large their production run

27、' s going to be? 你知道他們的產(chǎn)量會(huì)是多少嗎？ CLIVE HARRIS: It' s going to be around 300,000 units. 克萊夫哈里斯：約30萬(wàn)件。 DEREK JONES: That' s about what we hoped-more than 450,000 and we' ve got problems. 德里克瓊斯：和我們想的差不多-45萬(wàn)多，我們有麻煩了。 KATE MCKENNA: This is Kate. I' ve got a question. 凱特麥凱納：我是凱特。我有個(gè)問(wèn)題。

28、CLIVE HARRIS: Go ahead, Kate. 克萊夫哈里斯：說(shuō)吧，凱特。 KATE MCKENNA: Were you able to find out anything about their overseas marketing strategy? 凱特麥凱納：能查到他們的海外銷(xiāo)售策略嗎？ CLIVE HARRIS: Well, I' ll tell you this, Kate: 克萊夫哈里斯：凱特，我這樣跟你說(shuō)吧： they won' t crack the American market-we' re a few steps ahead of t

29、hem there, 他們不會(huì)動(dòng)美國(guó)市場(chǎng)-我們比他們出手要早， and I want you to exploit that advantage-you need to get out there fast. 我要你利用這個(gè)優(yōu)勢(shì)-你要盡快抓住那里的市場(chǎng)。 Look I' ll ring off now. 我現(xiàn)在要掛斷了。 ' ll get back to the office as soon as I can. 我會(huì)盡快趕回辦公室。 DON BRADLEY: The most important thing now is to let all of the sales forc

30、e know about this change in our game plan. 堂布拉德利：現(xiàn)在最重要的事就是讓我們的銷(xiāo)售人員了解我們?cè)阡N(xiāo)售計(jì)劃方面的變化。 Jenny, we need to write them at once. 詹妮，我們要立刻書(shū)面知會(huì)他們。 We need to give them some of the background to this-about what J.K. Toys are planning, 我們要給他們一些背景-有關(guān)J.K.玩具公司的計(jì)劃 and about our new marketing strategy-that' s 1.

31、the launch date 2. the price cut. 有關(guān)我們新的營(yíng)銷(xiāo)策略-也就是1、上市日期 2、降低價(jià)格 And 3. the increased advertising budget. 3、增加廣告預(yù)算。KATE MCKENNA: We need to make it clear that "Big Boss"is an absolute priority. 凱特麥凱納：我們要清楚的表明“大老板”才是絕對(duì)的首選。 DON BRADLEY: Jenny, could you make a draft of that 堂布拉德利：詹妮，你能草擬以下這篇文字嗎

32、？ and we' ll get it out as soon as possible. 我們要盡快出這篇文字。 Edward-you' re been very quite-what else can we do in marketing? 愛(ài)德華你一直沉默不語(yǔ)我們?cè)跔I(yíng)銷(xiāo)方面還可以做什么？ EDWARD GREEN: We must get into Smith' s catalogue-he' s chosen"Dealer Dan"and he' s decided not to include "Big Boss&q

33、uot;. 愛(ài)德華格林：我們必須出現(xiàn)在史密斯的產(chǎn)品目錄-他選了“商人丹”而沒(méi)選 “大老板”。 KATE MCKENNA: I don' t think he' ll change his mind now. 凱特麥凱納：我想他現(xiàn)在是不會(huì)改變注意的。 CLIVE HARRIS: I' ll deal with Mr. Smith-I' ll write to him straight after the meeting and let you have a copy. 克萊夫哈里斯：我會(huì)處理史密斯先生的事情我會(huì)在會(huì)后寫(xiě)信給他，并給你們一份。 CLIVE HARRI

34、S: Jenny, I' d like to dictate a letter which needs to be faxed as soon as possible to Mr. Smith. 克萊夫哈里斯：詹妮，我要口述一封信，請(qǐng)你盡快傳真給史密斯先生。 JENNY ROSS: Right, I' m ready. 詹妮羅斯：好的，我準(zhǔn)備好了。 CLIVE HARRIS: Dear Mr. Smith.I have learned that you have decided to select Dealer Dan for your catalogue, instead o

35、f Big Boss. 克萊夫哈里斯：親愛(ài)的史密斯先生 我了解到你決定選用“商人丹”進(jìn)入你的產(chǎn)品目錄而沒(méi)選“大老板”。 I understand that your reasons for rejecting "Big Boss"are as follows: 我想你拒用“大老板”的原因可能有以下幾點(diǎn)： 1. That the unit cost will be 30% higher than the rival product. 1、我們的產(chǎn)品比競(jìng)爭(zhēng)對(duì)手的單價(jià)約高30%。 2. That the launch date of Big Boss will be three weeks later. 2、“大老板”的上市日期將遲3個(gè)星期。 3. That J.K. Toys, the manufacturer, w