商務(wù)英語口譯 （微課版） 課件 第13章：營銷策略

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

InternationalMarketing國際市場營銷ModuleTHREE

模塊三MarketingStrategiesChapter13營銷策略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小時，許多人在限速七十英里每小時的高速公路上超速?，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死亡。我們不再需要害怕感染像小兒麻痹癥或天花之類的疾病。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，無須離開家就可以觀看在世界另一邊的運(yùn)動員比賽，甚至可以坐在扶手椅里購物。我不必?fù)?dān)心天氣暖和時食物會變壞，并且只要輕輕按一下開關(guān)，我就可以在幾分鐘內(nèi)吃上一頓熱騰騰的飯菜。因此，從我的童年開始，生活質(zhì)量似乎有了很大的提高。II.PhraseInterpreting(短語口譯)WorkingroupsandinterpretthefollowingwordsandphrasesintoChineseorEnglish.businessmedialifespanadvertisingcostChinesehandicraftculturalfeaturebuyinghabitfinanciallystablecatalogandbrochureadvertisingagencymarketingtheoryEnglishChinese商業(yè)媒體壽命廣告成本中國手工藝品文化特點(diǎn)購買習(xí)慣金融穩(wěn)定產(chǎn)品目錄和圖冊廣告中介營銷理論0102030405060708091001020304050607080910廣告策略媒介組合黃金時間電視廣告輕音樂戶外廣告品牌識別購買媒體目標(biāo)受眾廣告預(yù)算ChineseEnglishadvertisingstrategymediamixprimetimeTVcommerciallightmusicoutdooradvertisementbrandrecognitionbuyingmediatargetaudienceadvertisingbudgetII.PhraseInterpreting(短語口譯)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。我們打算用報紙來宣傳我們的產(chǎn)品。根據(jù)受眾的反饋，我們再決定是否做整版廣告。為了更好地利用廣告預(yù)算，你必須了解報紙讀者的特征。

研究表明，在可信度方面，報紙廣

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，我們還要考慮對手的行動。消費(fèi)者比過去更成熟、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.如果報紙反映不理想，我們將做一些網(wǎng)絡(luò)廣告。我們在歐洲有穩(wěn)定的市場，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份額。我要給我的家人和朋友買幾把折扇，這樣他們既有機(jī)會欣賞中國精湛的制扇工藝，又能欣賞中國的美景。01020304050102030405ChineseEnglishIII.SentenceInterpreting(句子口譯)Wecanofferasuperiorproductatthesamepriceasourcompetitors.Comparedwithcompetingproducts,oursissmallerandlighter,yetitisadvanced,reliableanduser-friendly.IthinkthemainreasonwhyourproductssellpoorlyintheUnitedStatesisbecauseofouradvertisingstrategy.Asmediaplanners,weshouldbearinmindhowconsumersregardvariousmagazinesandTVprograms.I’llleavemycardandourcatalogs.Ifthereareanybooksthatmightinterestyou,pleasecallme.在同樣的價格下，我們可以提供更好的產(chǎn)品質(zhì)量。和競爭者比起來，我們的產(chǎn)品體積小、重量輕、設(shè)計先進(jìn)、質(zhì)量可靠又易于操作。我認(rèn)為我們的產(chǎn)品在美國銷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，如果您對我們的圖書感興趣的話隨時打電話給我。06070809100607080910ChineseEnglishA:Doyouhaveanyideasabouttheadvertisingstrategyforourbreezecocktail?ListentotherecordingofTextA.Takenoteswhennecessaryandinterpretduringthepauses,thenperformthedialogueingroups.Interpreting現(xiàn)場口譯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)反映我們再決定是否做整版廣告。如果報紙反映不理想，我們將做一些網(wǎng)絡(luò)廣告。Interpreter:很好，但她的想法與您不同。她計劃用媒體組合來達(dá)成市場目標(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20秒的廣告在電視黃金時間播出。我們首先用一個舞動人群的鏡頭。然后推入我們女主角的特寫，喝著一瓶微風(fēng)牌雞尾酒，其他人向著她移動。她打算用這個鏡頭結(jié)束，伴隨的廣告語是“和我一起放松”。A:We’dbetteruselightmusic.Itmakestheaudiencefeelmorecomfortable.Interpreter:我們最好使用輕音樂。輕音樂使觀眾感到很舒服。B:我們還可以同時刊登戶外廣告及平面廣告來創(chuàng)造我們的品牌識別。Interpreter:Wealsocanusetheoutdoorandprintadstohelpcreatebrandrecognition.TextBPerformthedialogueingroups,andfinishthePeerAssessmentForm.A:Asfortheselectionofbusinessmedia,wouldyouliketoshareyourideaswithus?Interpreter:對于商業(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買媒體，無論是國內(nèi)還是國外的，購買之前必須研究它們的目標(biāo)受眾。Interpreter:Hethinksthekeyisthatadvertisersmuststudytheaudiencetheywishtoreachbeforebuyinganymedia,whetherathomeorabroad.A:Well,weplantousethenewspapertoadvertiseourproducts.Anyadvice?Interpreter:我們打算用報紙來宣傳我們的產(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、教育水平和購買習(xí)慣。Interpreter:Tomakegooduseoftheadvertisingbudget,youmustknowthefeaturesofnewspaper’sreaders,suchastheaverageage,sex,occupation,income,educationallevelandbuyinghabitsofthetypicalreader.TextBPerformthedialogueingroups,andfinishthePeerAssessmentForm.A:Comparedwithothermedia,anyadvantagesfornewspapers?Interpreter:相對于其他的媒體，報紙有什么優(yōu)勢呢？B:據(jù)研究表明，在可信度方面，報紙廣告名列第一，電視廣告居第二。Interpreter:Studiesshowthatnewspaperadsrankhighestincredibility,whileTVcommercialsarethesecond.A:Newspapersmusthavetheirshortcomings.Interpreter:那報紙一定有它的缺點(diǎn)吧？B:當(dāng)然，報紙也有缺點(diǎn)，如壽命短、印刷質(zhì)量差、廣告競爭激烈、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。在所有的大眾媒體中，它的選擇性最強(qiáng)，有無與倫比的色彩、出色的印刷質(zhì)量、權(quán)威性、可信度、壽命長等眾多優(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譯后評估B:很高興為您效勞。我們的工藝品分三大類，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手工藝品出售。他對中國文化很感興趣，您能否推薦幾種有中國文化特色的藝術(shù)品？A:IknowlittleaboutChinesefans.Wouldyoumindexplainingalittlemorespecifically?

Interpreter:他對中國扇子了解很少，請您解釋得詳細(xì)一點(diǎn)好嗎？B:好的。扇子有很多類型，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，有繪有書法和詩詞的，有繪有歷史人物的，還有繪有油畫的。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?。∶恳话阉枷矚g，尤其這幾把繪有馬和竹子的扇子。他要為家人和朋友買幾把，這樣他們既有機(jī)會欣賞中國精湛的制扇工藝，又能欣賞中國的美景。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)品在英國銷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。在德國和英國我們用的是同一家法國廣告代理商，廣告活動也極為相似，結(jié)果英國方面的銷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，廣告更吸引德國客戶嗎？B:沒錯。那個廣告的男女主角是老年人，而德國65歲以上的老人占四分之一，因此他們能夠在這個廣告中得到共鳴，更傾向于購買我們的產(chǎn)品。而英國人口中青壯年比例較大，因此相比德國消費(fèi)者，購買意愿不夠強(qiáng)烈。Interpreter:That’sright.Theheroandheroineofthatadvertisementaretheelderly,whileaquarteroftheelderlypeopleinGerman