英语翻译复习

英语翻译复习英语翻译复习英语翻译复习xxx公司英语翻译复习文件编号：文件日期：修订次数：第1.0次更改批准审核制定方案设计，管理制度英语翻译复习marketing营销advertisement广告Retailer零售商Warehouse仓库marketingdecisions营销决定customerneeds顾客需求buyingpower购买力marketingresearch营销调研advertising广告（活动）newproductdevelopment新产品开发servicedelivery提供服务personalselling个人销售packagingdesign包装设计non-profitorganization非赢利组织privateenterprise私营企业production-orientation以生产为导向sales-orientation以销售为导向marketing-orientation以营销为导向marketingconcept营销理念societalmarketingconcept社会营销理念distributionchannel销售渠道planning计划 implementation实施evaluation评估strategicmarketingplan战略营销计划situationanalysis形势分析marketingobjective营销目标corporatemission企业宗旨targetmarket目标市场promotionalprogram促销项目marketingmix营销组合tacticalactionplan战术行动计划budgetsandcontrols预算与控制marketingstrategy营销战略pricing定价distribution分销promotion促销relationshipmarketing关系营销addedvalue增值marketingenvironment营销环境environmentalforces环境因素targetcustomers目标顾客e-commerce电子商务onlineordering网上订购agent代理商competitor竞争者marketingintelligence营销情报marketingresearch营销调研systematicenvironmentalscanning系统的环境扫描microenvironment微观环境macroenvironment宏观环境demographicforce人口因素marketpotential市场潜力marketshare市场份额customersatisfaction顾客满意purchasebehavior购买行为marketingresearchprocess营销调研过程researchobjective调研目标primarydata第一手资料secondarydata第二手资料survey（问卷）调查法observation观察法experiment实验法personalinterview面谈法telephoneinterview电话调查法mailinterview邮寄调查法personalbias主观偏见questionnaire问卷respondent被调研者responserate回应率socialenvironment社会环境socialvalues社会价值观competitors’tactics竞争者战术economicenvironment经济环境economicindicators经济指标unemployment失业interestrate利率inflation通货膨胀inventory存货moneysupply货币供给legalandpoliticalenvironment法律与政治环境monetaryandfiscalpolicies货币与财政政策sociallegislationandregulations社会法规与条例marketing-relatedlegislations与营销相关的法规consumerbuyingbehavior消费者购买行为finalbuyer最终买者personalconsumption个人消费consumermarket消费者市场stimulus—responsemodel刺激—回应模型marketingstimuli营销刺激determinant决定因素basicvalues基本价值观perception感知preference喜好referencegroup参考集团familylife-cyclestage家庭生命周期阶段lifestyle生活风格personality个性personalcharacteristics个人特征motivation动力decision-makingprocess(购买)决定过程needrecognition需求认知informationsearch信息搜寻evaluationofalternatives选择评估purchasedecision购买决定postpurchasebehavior买后行为businessmarket商务品市场deriveddemand引致需求businesstransaction商务交易competingproduct竞争品economicfactor经济因素personalfactor个人因素disposablepersonalincome个人税后收入intangibility,无形性inseparability,不可分割性heterogeneity变动性perishability.易衰败性buyingcentre购买小组straight-rebuy直接再购买topmanagement高层领导marketsegmentation市场细分submarket子市场marketsegment子市场markettargeting目标市场选定structuralattractiveness结构吸引力expectedprofitability预期盈利(能力)substituteproduct替代商品long-runobjective长期目标market-coveragestrategy市场覆盖策略undifferentiatedmarketing无差异营销differentiatedmarketing差异营销concentratedmarketing集中营销marketpositioning市场定位positioningstrategy定位策略productattributes产品特征perceptualmap定位图under-position定位过粗over-position定位过细geographicsegmentation按地理标准细分demographicsegmentation按人口标准细分psychographicsegmentation按心理标准细分behavioralsegmentation按行为标准细分benefitsegmentation按效用细分tangibleproductattributes可见产品特征intangibleproductattributes不可见产品特征productwarranty产品保证thecoreproduct实质产品theactualproduct形式产品theaugmentedproduct延伸产品consumergoods消费者产品industrialgoods工业品productmix产品组合productline产品线productlifecycle产品生命周期introductionstage引入期growthstage成长期maturitystage成熟期declinestage衰退期innovator创新者salesvolume销售量distributor分销商technologicaladvance技术进步profitpotential利润潜力productclassification产品分类convenienceproducts便利品fast-movingconsumergoods易消耗消费者产品shoppingproducts选购品consumerdurables消费者耐耗品specialtyproducts特殊（消费）品qualitysuperiority质量超级性designexclusivity设计独特性acquisition收购patent专利originalproducts全新产品productimprovements革新产品productmodifications改进产品newbrand新品牌产品anewproductstrategy新产品策略ideageneration创意产生ideascreening创意筛选businessanalysis经营分析prototypedevelopment样品试制testmarketing市场试销commercialization正式上市framework框架feasibility可行性brainstorming头脑风暴competitiverisks竞争风险operationalrisks运营风险legalrisks法律风险goerror误用droperror误舍qualitystandards质量标准branding定品牌brandname品牌名称trademark商标individualbranding个别品牌策略familybranding家族（统一）品牌策略packaging包装productportfolioanalysis产品组合分析theBostonMatrix波士顿产品组合矩阵stars明星类产品questionmarks问题类产品cashcows金牛类产品dogs狗类产品pricing定价revenue收益pricingobjectives定价目标survival维持生存（定价目标）currentprofitmaximization当前利润最大化（定价目标）marketshareleadership市场份额领导地位（定价目标）variablecost可变成本fixedcost固定成本cashflow现金流returnoninvestment投资回报baseprice基准价格consumerperceptionsofvalue消费者价值认知cost-pluspricing成本加成定价法value-basedpricing以认知价值为基础的定价法competition-basedpricing以竞争为基础的定价法oligopolisticindustries垄断行业break-evenanalysis均衡分析targetreturnprofitpricing目标回报定价法totalrevenue总收益totalcost总成本pricingstrategies定价策略market-skimmingpricing撇脂定价法market-penetrationpricing渗透定价法pricesensitive价格敏感priceadjustment价格调整discountpricing折扣定价法volumepurchase批量购买off-seasonbuying淡季购买quantitydiscount数量折扣cashdiscount现金折扣seasonaldiscount季节折扣psychologicalpricing心理定价法odd-evenpricing尾数定价prestigepricing声望定价leaderpricing领导者定价lossleader吸引顾客的特价品(为招揽顾客而削本出售的商品)freightcost运费成本geographicpricing分地区定价法FOBfactorypricing原产地定价uniform-deliveredpricing统一定价zone-deliveredpricing区域定价freight-absorptionpricing运费包含定价channelofdistribution分销渠道conveniencestore便利店financialinstitutions金融机构primarychannelinstitutions主要渠道机构facilitatingchannelinstitutions辅助渠道机构consumerdistributionchannels消费品分销渠道directmarketingchannel直接营销渠道indirectmarketingchannel间接营销渠道businessdistributionchannels工业品分销渠道industrialdistributors工业分销商physicalflowofproducts产品物流flowofownership所有权流paymentflow货款支付流informationflow信息流promotionflow促销流intermediary中间商merchantintermediary商业中间商agentintermediary代理中间商retailing零售retailer零售商self-serviceretailer自助零售商limited-serviceretailer有限服务零售商full-serviceretailer全方位服务零售商micromarketing微营销chainstore连锁店franchise特许经营franchisor特许经营出让人franchisee特许经营受让人non-storeretailing无店铺零售wholesaling批发merchantwholesaler商业批发商broker经纪人agent代理商promotionalcampaign促销活动campaigntheme活动主题slogan标语promotion促销promotionmix促销组合advertising广告personalselling个人推销publicity宣传salespromotion销售推广massmedia大众媒体coupon赠券refund现金退回cents-offoffer免零头特价contest竞赛point-of-purchasedisplay销售现场陈列freesample免费样品pushstrategy推动策略pullstrategy拉引策略productadvertising产品广告institutionaladvertising企业广告informativeadvertising告知性广告persuasiveadvertising说服性广告reminderadvertising提醒性广告Notsoldonsales?

‘Hi,Iworkinsales.’notagreatconversationopener,isit

NotlikebeingafighterpilotoradirectorofMedecinssansFrontieres,forexample.Unfortunately,ajobinsalescan’tquiteshakeoffitsunglamorousimageorassociationswithsomethingratherdishonest.Thisallmeansrecruitmentproblemsforgraduateemployees.Ontheotherhand,marketing–alessdirectwayofsellingaproduct–israthermorepopularasacareerchoice,andsoundsbetteratdinnerparties.Why

SusanStevens,headofHRatToshiba,believesthatmarketing‘retainsanairofglamour’andthatgraduates‘expecttoworkoncreativecampaignswithPRsandlotsofjollies’.But,ontheotherhand,salesmeans‘door-to-doorworkandcoldcalling’.Yetthisimageismisleading.SalesprofessionalsintheUKoutnumberpeopleinmarketingbyabout200,000.Thisispartlybecausethosewhodofallintosalesworkrealizeitisn’tanythinglikeasawfulasthemythssuggest.

StevenssaysthatToshibarecentlyhadtomarketitsgraduateschemeasasalesandmarketingprogrammebecause‘weknewsalesalonewouldn'tattractpeople’.Thegamblepaidoff.Lastyearthemajorityofrecruitschosesales,includingRossSnowdon,amarketinggraduate.‘Unlikemarketing,salesistangible.Ithasdirectimpactonacompany’sresults.It’sallaboutmeetingpeopleandcommunicatingwithdifferentpersonalities.’

Partofthereasonwhygraduatesareoftennotinterestedinsalesisbecauseitisn’tseenasaprofession.ClarissaGent,achemistrygraduateandsalesmanageratRackspaceManagedHosting,anITsupportfirm,says:‘Careersdepartmentsdon’ttalkaboutsalesandthereisalackofeducationaboutthedifferentlevelsyoucangotowithit.Ialwaysthoughtmarketingseemedmoreattractive,butitwasn’tthedynamicworldI’dimagined.ThenItalkedtopeopleinsalesandrealizedthatitispossibletobepassionateaboutit.ItsoonbecameapparentthatIwasmuchmoresuitedtosales.NowIspeaktocustomerseverydayinthebuzzofatarget-drivenenvironment.It’sfantastic.’TomMoody,acommercialdirectorforProctorandGamble,saysthatsalescanbe‘managingmillionsofpoundsofbusinessandmakingsurethecustomer’shappy.It’sincrediblyrewarding.’Nowthere’saconvincingsalespitchifIeverheardone!Notsoldonsales“你好!我在销售部工作。”这话来自一个不善于开场白的人。不是吗?至少听起来不像战斗机飞行员或是无国界医师组织的理事那么神气。不幸的是，在销售部门工作总是摆脱不了乏味的形象，并与无商不奸的概念紧紧相联。这些也是毕业生求职问题之所在。另一方面，营销——一种不那么直接的销售方式，作为职业选择更受青睐，而且在晚餐会上听起来也更体面。原因何在?东芝电器公司的人力资源部经理苏珊·史蒂文斯认为：营销工作“显得很风光”，并且毕业生们“期待从事创造性的活动，参加公关活动，经常旅行，享受免费的娱乐”。然而相比之下，销售则意味着挨家挨户推销，进行不期而至的拜访或拨打不期而至的电话。不过这完全是误导人的印象。在英国，从事销售职业的人数比营销人员多出大约20万人。其中部分原因是那些投身销售工作的人们意识到销售工作根本不像传言中说的那么可怕。史蒂文斯经理说东芝公司最近不得不在毕业生招聘计划中，把销售和营销项目捆绑推向市场，因为“我们知道光有销售项目吸引不了毕业生。”这种投机做法奏效了。去年，多数招进来的员工选择了销售，包括营销专业的毕业生罗斯·斯诺登。“与营销不同的是，销售更具体实在。销售对公司的业绩有直接影响，所从事的工作是与人接触，与性格不同的人打交道。”毕业生们对销售工作不感兴趣，其部分原因是人们不把从事销售看成体面的职业。克拉莉萨·珍特曾是一名化学专业的毕业生，如今是一家虚拟主机IT公司RackspaceManagedHosting的销售经理。她说：“就业部门未对销售工作进行宣传，对销售所能选择的各个工作层次缺乏宣传教育。我向来以为营销工作看起来更诱人，事实上它不是我原先所想象的那样充满生机。后来我通过和销售部的人们交谈，才明白销售工作同样可以充满激情。很快我清楚了，销售工作远比其他工作更适合我。现在我每天和顾客交谈，目标明确，充满激情。真是妙不可言!”宝洁公司的销售总监汤姆·穆迪说：“销售工作有可能是一桩掌控着几百万英镑，同时确保顾客满意的生意。它的回报率超出了人们的想象。”这是我听到的最令人信服的推销口才!要点解析：(1)shakeoffitsunglamorousimage摆脱其乏味的形象。shakeoff摆脱，例如：shakeoffresponsibility摆脱责任。(2)associationswithsomethingratherdishonest本意为“和某种不诚实守信的因素紧紧相联”，在这个语境中可以翻译为“与无商不奸的概念紧紧相联”。unglamorous单调的，乏味的，例如：unglamorousenvironment单调的环境。(3)retainanairofglamour显得很风光，retainanairof带着„„的样子，例如retainanairofcheerfulness保持一种欢喜的样子。(4)salesmeansdoor-to-doorworkandcoldcalling销售意味着挨家挨户推销，进行不期而至的拜访或拨打不期而至的电话。mean„意味着„„，例如Gettingpromotedmeansmoreresponsibilitiesandhighersalary．得到提拔意味着更多的责任和更高的薪水。(5)Thegamblepaidoff.这种投机做法奏效了。gamble赌博，投机。这里指该公司为了广纳人才，迎合毕业生青睐营销轻视销售的想法，把招聘计划投机地命名为“营销和销售”，先把毕业生吸引进来，然后再逐渐把他们吸引到销售部门来。短语payoff意为“成功”，例如„Theadvertisementpaidoff‟.广告取What’sthatsmell?

DavidVanEppsopenshisbriefcaseandtouchesseveralofthe72bottlesinside.‘Here’soneyou’lllike,’hesays,takingthetopoffone.Hedipsapaperstripinsideandwavesitunderhisnose,breathingindeeply.Itsmellofsugarandbutterlikethe‘sugarcookies’(1)________.Italsomakeshimthinkofmoney:sugarcookiesisonlyoneof1,480fragrancessoldbyVanEpps’companyScentAirTechnologiesandusedtoimprovebrandidentity.Fragranceisasmuchamarketingtoolthesedaysasalogo,asloganorajingle.Sonyputsitscustomers‘inthemood’forbuyinginitsstoreswiththesmellofvanillaandmandarin.AtsomeDoubletreeHotelsguests(2)_____.AndProctorandGamblehasexperimentedwithScentAirscentstoattractshopperstodisplaysinstores,saysVanEpps.‘What’sbetterthanhavingabrandpeoplewanttousebecauseoffragrance?’ScentAirfirststartedputtingthatattitudeintobottles(3)___________.ScentAirwillchangeasmuchas&25,000tocreateacustomblend,(4)______.Thisyearturnoverhasquadrupledasmoremarketersusescentstodistinguishtheirbrands.Onceaclientselectsascent,ScentAirputstheliquidaromainacartridgethatfitsinsideadevicewithafanwhichpushesthesmellintotheair.Youcontrolthestrengthwithadial.Monthlyrefillsare&100perdevice.Somecompanieswanttomakeshopperswaitaroundlongerinthehopetheywillspotsomethingtobuy.ItseemstohaveworkedattheHardRockHotelinOrlando,(5)________.Salesjumped45%inthefirstsixmonthsafteraScentAirdevicewasinstalled.WestinHotelsandResortscontactedScentAirforawhiteteafragrancetoputinits127properties.Addedtothis,thehotelshavejuststartedsellingwhiteteascenteditems,including$36candles.AlanHirschoftheSmellandTasteTreatmentandResearchFoundationinChicagoexplainsthereason(6)___________.‘Smellhasagreaterimpactonpurchasingthaneverythingelsecombined.Ifsomethingsmellsgood,theproductisperceivedasgood.’There’sLGElectronics(7)_________,orthecherrysmellfrombillboardsadvertisinganewshampoofromL’Oreal.AllweneednowisaPCthatcanpickuparoma