商务英语口译 （微课版） 课件 第12章：市场调研

商务英语口译（微课版）BusinessEnglishInterpretingBusinessEnglishInterpreting（MicrocourseEdition）Instructedby×××

InternationalMarketing国际市场营销ModuleThree

模块三LearningObjectivesAfterlearningModuleThree,youshouldMasterInterpretingskills,suchasstorydiction,sightterpreting,etc.KnowhowtousewordsandexpressionsaboutInternationalMarketing.Getsupplementaryknowledgeaboutmarketingresearchtypesandtheory.Obtainwaystoimproveinterpretingcompetence.MarketSurveyChapter12市场调研Instructedby×××

LearningObjectivesAfterlearningChapter12,youshouldMastertheInterpretingskillDiction.GetsupplementaryknowledgeaboutTypesofMarketingResearch.KnowhowtousewordsandexpressionsaboutMarketSurvey.Obtainwaystoimproveinterpretingcompetence.BackgroundKnowledgeProperresearchinanewmarketalwaysbringsaboutasurprisingresult,andyouwillfindhowlittleyoureallyknewbeforestarting.Eventheglobe’stiniestmarketsarecomplexcommercialcarpetswiththousandsoftasseledends.Methodicalresearchallowsthemarketertounderstandhoweachcarpetiswovenandwhatbindsthatarewoventogether.Notwocarpetsareexactlyalike,andeachcontainsavarietyofpatternsthatcanberevealedasthemarketiscontinuouslysegmented.Researchhasitsrootsineducation,butit’snotanacademicexerciseforthoseinvolvedininternationalbusiness.It’sareal,vital,andcostlyprocesswithoutwhichbusinessdecisionswouldbemadeonconjecturealone.Marketerswhofailtoconductathoroughsurveyofanation’scommercialcarpetbeforesteppingontoitruntheriskofhavingtherugpulledrightoutfromunderthem.I.InterpretingSkill(口译技能)Diction词语选用Targetlanguage（目标语）Sourcelanguage（来源语）1.虚心使人进步，骄傲使人落后。2.这是革命的春天，这是人民的春天，这是科学的春天！让我们张开双臂，热烈拥抱这个春天吧！3.Herbookimpressedusdeeply.4.Thelittlegirlwashurtonherwaytoschool.5.Hisspeechisprettythin.WorkingroupsandinterpretthefollowingEnglishandChinesesentencesintoChineseandEnglishrespectivelybywayoftheinterpretingskillDiction.1.Modestymakespeoplegoforward,whereasthepridemakespeoplelagbehind.（增词）2.Thisisthespringoftherevolution,thepeople,andthescience.Let’sembracethespringwithopenarms.（减词）3.她的书给我留下了深刻的印象。（词性转换）4.这个小女孩在上学的路上受伤了。（语态转换）5.他的演讲内容不够充实。（正反表达）WorkingroupsandinterpretthefollowingEnglishandChinesesentencesintoChineseandEnglishrespectivelybywayoftheinterpretingskillDiction.II.PhraseInterpreting(短语口译)WorkingroupsandinterpretthefollowingwordsandphrasesintoChineseorEnglish.marketsurveyquestionnaireconsumerbrandsampledealerdomesticandforeigntradeachievegreatsuccessfar-sightedpassISO9000certificationEnglishChinese市场调研调查问卷消费者品牌样品经销商国内外贸易获巨大成功眼光长远通过ISO9000质量认证0102030405060708091001020304050607080910市场营销人员一线城市富有的创意产业评估分类探索的实际的因果关系预测ChineseEnglishmarketerfirsttiercitywell-heeledcreativeindustryevaluate/evaluation/assess/assessmentclassifyexploratorypracticalcauseandeffectpredictII.PhraseInterpreting(短语口译)0102030405060708091001020304050607080910III.SentenceInterpreting(句子口译)WorkingroupsandinterpretthefollowingsentencesintoChineseandEnglishrespectively.EnglishChineseTodaynearly200dealersfromacrossthecountrygathertogetherhere.Onbehalfofallthestaff,Iwouldliketoextendourwarmestwelcometoyou.Wefirmlybelievethatourbrandwillachievegreatsuccessin2020.Ourcompanyengagesinthedesign,researchanddevelopment,manufacturing,domesticandforeigntradeofwomendresses.Thecompanyhasbeenexpandingitsscaleandimprovingitsstatusanditsbrand.Ithasbeenlistedamongthetop10womendresscompaniesmanytimes.01020304050102030405今天，来自全国各地近200名经销商齐聚于此。....我谨代表公司全体员工对各位的到来表示最热烈的欢迎。我公司是一家集女装设计、研发、生产、国内外贸易于一体的服装企业。我们坚信，2020年新品牌必将取得成功。公司规模不断扩大，知名度不断提高，多次被评为十大知名女装品牌。III.SentenceInterpreting(句子口译)WorkingroupsandinterpretthefollowingsentencesintoChineseandEnglishrespectively.EnglishChinese我们公司的牛仔裤在南美国家非常畅销。我们要使这一产品成为高品质的象征。产品的四大要素对实现我们的目标意义重大。让我们给顾客打折以提高销量吧。为达成目标，我们主要采用“推”和“拉”两种策略。Ourcompany’sjeanscanfindareadymarketinSouthAmericancountries.Wewilllabeltheproductasapremiumitemwithaboveaveragequality.Thefourfactorsfortheproductisofgreatsignificanceforouraim.Let’sofferthecustomersadiscountsothatwemayincreaseoursales.Toachieveobjectives,wecanusemainlytwotypesofstrategies,pushandpull.06070809100607080910III.SentenceInterpreting(句子口译)Someconsumersdon’thaveapreferenceforanyparticularbrand.Theyjustchoosewhateverisinthesupermarket.Lessthanonethirdoftheconsumersareusingourproducts.Theconsumerswhoareusingourproductsthinkthepriceisalittlehigh.Pleasewriteamarketsurveyreportonyourfindings.Wecanseethattheclassificationofcitiesvariesdependingonacompany’sproductsandgoals.部分用户没有特定品牌倾向，他们只是从超市随手购买。使用我们产品的消费者不足三分之一。目前使用我们产品的用户觉得我们的产品价格偏高。请您根据调研情况提交一个书面调研报告。由此我们可以看出，城市的等级划分方式因公司产品及目标的不同而有所差异。01020304050102030405ChineseEnglishIII.SentenceInterpreting(句子口译)Marketingresearchprovidesinformationtoreduceuncertainty.Marketingresearchescanbeclassifiedonthebasisofeithertechnologiesorfunctions.ToysfromGuangdongareverypopularintheMiddleEastbecauseoftheirsuperiorqualityandcompetitiveprice.Ourtargetconsumersarethosewhoare30to50yearsold.Themajorpurposeofdescriptiveresearchistodescribecharacteristicsofthepopulation.市场调研可以提供信息，减少不确定因素。市场调研以技术或功能为基础进行分类。广东玩具因物美价廉而畅销于中东市场。我们的目标消费群在30至50岁之间。描述性研究的主要目的在于对人口特性做出描述。06070809100607080910ChineseEnglishJackson:Goodmorning,Mr.Yang.Didyoufinishyourmarketsurveyyesterday?Interpreter:杨先生，早上好。昨天完成市场调研了吗？Yang:是的，我拜访了我所在区域的137个家庭。Interpreter:Yes.Hevisited137housesinhisarea.ListentotherecordingofTextA.Takenoteswhennecessaryandinterpretduringthepauses,thenperformthetextingroups.Interpreting现场口译Jackson:Whatwasthefeedback?Whatdotheythinkofourproduct?Interpreter:客户反映如何？他们对我们的产品有什么想法？Yang:目前使用我们产品的家庭不足三分之一，并且有二分之一的人从未听过。我给他们讲解产品的优点并赠送他们试用品，他们表示会试试看。Interpreter:Lessthanonethirdoftheconsumersareusingourproduct.Halfofthemhaven’theardofit.Heexplainedtheadvantagesandgavethemsomesamples.Theysaidthattheywouldtryit.TextATextAYang:部分用户并没有特定的品牌倾向，他们只是从超市随手购买。我认为我们需要和超市沟通，争取更多的产品展示空间。Jackson:Welldone!Interpreter:做得好！Interpreter:Someconsumersdon’thaveapreferenceforanyparticularbrand.Theyjustchoosewhateverisinthesupermarket.Hethinksweshoulddosomethingwiththesupermarketsandpersuadethemtogiveourproductsmoreshelfspace.TextAYang:目前使用我们产品的用户觉得我们产品价格偏高。Interpreter:Theconsumerswhoareusingourproductthinkthepriceisalittlehigh.Jackson:That’sapotentialproblem.Anythingelse?Interpreter:这方面可能存在问题。其他的呢？TextAJackson:Goodsuggestion!Well,Yang,couldyouwriteamarketsurveyreportonyourfindingssothatwecanhaveaclearpictureofwhatweshoulddonext?Interpreter:好建议！请您根据情况提供一个书面调研报告，我们再考虑下一步的做法。Yang:好的，没问题。Interpreter:OK,noproblem.

我认为冬奥会是每个人的，而不仅仅属于年轻人。可口可乐的冬奥会计划也是如此。当然，经过市场调研，毫无疑问，年轻人是顾客群中最活跃的一组。因此我们有各种各样的活动适合他们参与。我们的计划也考虑了那些对文化感兴趣的人。他们中有些人热爱运动，而有些人则更喜爱我们的文化遗产。因此我们有各种类别的活动安排。ListentotherecordingofTextB.PerformthetextingroupsandfinishthePeerAssessmentForm.TextB

IwouldsaythattheWinterOlympicsisforeveryone,notonlyfortheyoungpeople.SoaretheCoca-ColaOlympicprograms.Butofcourse,afterthemarketsurvey,thereisnodoubtthatyoungpeoplearethemostactivegroupofconsumers.Andwehavevariousprogramsforthemtoparticipatein.Ourprogramsalsocatertothosewhoareinterestedinculture.Someofthemareathletic,andsomeofthemloveourheritage.Sowehavevariousprograms.

目前我还不能透露我们有哪些计划，但是可以肯定的是，回顾以往的奥运会历史，我们的确拥有出色的文化类节目，比如我们曾把各地艺术家和艺术家代表的民族艺术瓶设计带到了奥运会上，我们在奥运村建有虚拟运动基地，同时我们还设计过独特的罐子和笔用来纪念特殊项目。目前在中国，我们已经与第24届冬奥组委会合作安排了许多项目，特别是在社区和环境两方面，因为我们希望年轻人能够积极参与进来，为2022年的绿色冬奥会做好准备。ListentotherecordingofTextB.PerformthetextingroupsandfinishthePeerAssessmentForm.TextB

Icannotdiscloseatthemomentwhatweareplanningtodo.Butcertainly,lookingbackonthehistoryoftheOlympicGames,wehavereallyfabulousculturalprograms,likethefolkartbottledesignsthatwebroughttotheOlympicGamesfromartistsandartisticrepresentativesofthelocalculture.WehaveavirtualsportingbaseattheOlympicVillage.Furthermore,thereareuniquecommemorationcansandpenstocelebratespecialprograms.Now,wehavealreadymadealotofprogramswiththeBeijingOrganizingCommitteeforthe24thWinterOlympicGames,especiallyonthecommunityandenvironment.WewanttoinvolveouryoungpeopleandgetpreparedforthegreenWinterOlympicsin2022.PeerAssessmentFormCriteria1.ConveyingCompleteandPreciseCoherentandLogicalLevel2.LanguagePronunciationandIntonationGrammatically3.ExpressionsNaturalandFluentNativeandIdiomaticABCABCABCABCABCABCTotalABCAssessing译后评估TextCListentotherecordingofTextCparagraphbyparagraph.Takenoteswhennecessaryandinterpretduringthepauses.Thenperformthetextingroupsandmakeaself-assessment.

许多营销商正在努力将业务扩展到北上广以外的地方。联合利华旗下的立顿奶茶是此举中为数不多的成功者。

ManymarketersaretryingtoexpandtheirbusinessbesidesBeijing,ShanghaiandGuangzhou.Unilever’sLiptonmilkteaisoneofthefewwinners.

Assessing译后评估TextCListentotherecordingofTextCparagraphbyparagraph.Takenoteswhennecessaryandinterpretduringthepauses.Thenperformthetextingroupsandmakeaself-assessment.

联合利华的立顿奶茶做得非常出色，尤其在中国城市划分方面更为突出。进入中国市场前，营销商通常都会对中国的城市进行评估并划分级别。广告商大多将中国城市划分为4或5个等级，而营销商则将其划分为10个等级。一个城市划分到哪个等级取决于该城市人口的数量、购买力和可支配收入等因素。Unilever’sLiptonmilkteaisdoingbrilliantespeciallyinChina’scityclassification.BeforeenteringtheChinesemarket,marketersusuallyevaluateandgradeChinesecities.MostadvertisersdivideChinesecitiesintofourorfivelevels,whilemarketersdividetheminto10.Thelevelofacitydependsonitspopulation,purchasingpoweranddisposableincome,etc.Assessing译后评估TextCListentotherecordingofTextCparagraphbyparagraph.Takenoteswhennecessaryandinterpretduringthepauses.Thenperformthetextingroupsandmakeaself-assessment.

一线城市包括北京、上海、广州，有时还包括深圳。二线城市30个左右，主要是人口超过500万的省会城市。三线城市150个左右，是人口在100万以上的县城。四线城市包括数千个城镇，人口从10万到100万不等。

FirsttiercitiesincludeBeijing,Shanghai,GuangzhouandsometimesShenzhen.Thereareabout30secondtiercities,mainlyprovincialcapitalswithapopulationofmorethan5million.Thereareabout150thirdtiercitieswithapopulationofmorethan1million.Thefourthtiercitiesincludethousandsoftownswithapopulationrangingfrom100,000to1million.Assessing译后评估TextCListentotherecordingofTextCparagraphbyparagraph.Takenoteswhennecessaryandinterpretduringthepauses.Thenperformthetextingroupsandmakeaself-assessment.

城市的等级划分方式因公司产品及目标的不同而有所差异，各公司对等级有着不同的理解。Theclassificationofcitiesvarieswiththecompany’sproductsandobjectives,anddifferentcompanieshavedifferentunderstandingsofhierarchy.Self-AssessmentFormCriteriaInterpretingSkillConveyingLanguageExpressingComprehensivenessTotalLevelABCABCABCABCABCABCSupplementing拓展训练Task1InterpretingPractice（口译实践）Workingroupsandinterpretthefollowingdialogue.WangQian:怀特先生下午好，我是泰格尔公司的王倩，想麻烦您协助做一个衣服洗涤剂的市场调研可以吗？Interpreter:Goodafternoon,Mr.White.ThisisWangQianfromTigerCompany.Couldyouhelphertodoamarketsurveyonlaundrydetergent?Mr.White:Sure.DoIhavetofilloutaquestionnaire?Interpreter:可以的，需要填问卷吗？WangQian:不用。我主要是记录消费者对洗涤剂的使用情况。我们公司生产的是奇迹牌洗涤剂，不知您听说过吗？Interpreter:Notexactly.She’stakingnotesonconsumers’experienceswithvariousbrands.ActuallyourcompanymakesMiracle.Haveyouheardofit?Mr.White:Yes,Ihave.Interpreter:听说过。WangQian:您曾经使用过吗？Interpreter:Haveyouusedit?Mr.White:No,Ihavenot.Interpreter:没用过。WangQian:目前您用的是什么牌子呢？Interpreter:Thenwhatbrandareyouusingnow?Mr.White:IuseRainbow.Interpreter:目前用彩虹牌。WangQian:为什么会选用彩虹牌呢？Interpreter:WhydoyouchooseRainbow?WangQian:那个产品是粉状还是液体呢？Interpreter:Isitpowderorliquid?Mr.White:Powder.Rainbowdoesn’tcomeinaliquidform.Interpreter:粉状。彩虹牌没有液体的。Mr.White:Myfriendhadrecommendedittome.Then,onedayIwasgivenasamplewhileshopping.Itrieditandfounditworksverywell.Itcanremovemoststainsandcleaneffectively.And,it’snottooexpensive.Interpreter:一个朋友推荐的，后来有一天购物时有人送了他一份样品，试用后发现效果很好，去污效果明显，而且不贵。WangQian:怀特先生，也许您可以考虑试试我们的奇迹牌。我们有粉状和液体两种，使用效果特别好，对于油污有极好的清洁作用。Int