商务英语口译 （微课版） 课件 第13章：营销策略

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

InternationalMarketing国际市场营销ModuleTHREE

模块三MarketingStrategiesChapter13营销策略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(口译技能)SightInterpreting视译Dooralinterpretationwhilereadingthemanuscript.Trytoachieveaccuratemeaningandappropriateexpressions.TrainmoretomastertheshiftsofthesentencestructuresofChineseandEnglishduringtheprocessofsightinterpreting.WorkingroupsandinterpretthefollowingEnglishparagraphintoChinesebywayoftheinterpretingskillSightInterpreting.

BusinesspeoplecantravelfromLondontoNewYorkinthreehoursandlotsofpeopleexceedtheseventymilesperhourspeedlimitonmotorways.Apersonof75isnotoldthesedays.Aseriousillnessdoesnotmeancertaindeathbecausetherehavebeensomanyadvancesinmedicalscience.Wenolongerneedtobeafraidofinfecteddiseaseslikepolioorsmallpox.

商人从伦敦到纽约只需要三个小时，许多人在限速七十英里每小时的高速公路上超速。现在75岁的人不算老，因为医学进步了很多，严重的疾病并不意味着会死亡。我们不再需要害怕感染像小儿麻痹症或天花之类的疾病。WorkingroupsandinterpretthefollowingEnglishparagraphintoChinesebywayoftheinterpretingskillSightInterpreting.

IcanspeaktomysoninAustraliafrommyownsittingroomhereinManchester,watchathletesrunningaraceontheothersideoftheworldwithoutmovingfrommyownhomeandevendomyshoppingwhileIsithereinanarmchair.Ineverneedtoworryaboutfoodgoingbadinthewarmweatherand,attheflickofaswitch,Icanhaveahotmealinacoupleofminutes.So,itseems,thequalityoflifehasgreatlyimprovedsincemyownchildhood.

我可以在曼彻斯特的客厅里与澳洲的儿子谈话，无须离开家就可以观看在世界另一边的运动员比赛，甚至可以坐在扶手椅里购物。我不必担心天气暖和时食物会变坏，并且只要轻轻按一下开关，我就可以在几分钟内吃上一顿热腾腾的饭菜。因此，从我的童年开始，生活质量似乎有了很大的提高。II.PhraseInterpreting(短语口译)WorkingroupsandinterpretthefollowingwordsandphrasesintoChineseorEnglish.businessmedialifespanadvertisingcostChinesehandicraftculturalfeaturebuyinghabitfinanciallystablecatalogandbrochureadvertisingagencymarketingtheoryEnglishChinese商业媒体寿命广告成本中国手工艺品文化特点购买习惯金融稳定产品目录和图册广告中介营销理论0102030405060708091001020304050607080910广告策略媒介组合黄金时间电视广告轻音乐户外广告品牌识别购买媒体目标受众广告预算ChineseEnglishadvertisingstrategymediamixprimetimeTVcommerciallightmusicoutdooradvertisementbrandrecognitionbuyingmediatargetaudienceadvertisingbudgetII.PhraseInterpreting(短语口译)0102030405060708091001020304050607080910III.SentenceInterpreting(句子口译)WorkingroupsandinterpretthefollowingsentencesintoChineseandEnglishrespectively.EnglishChineseOurmaingoalistoestablishbrandawarenessamongourtargetaudience.Weplantousethenewspapertoadvertiseourproducts.Basedontheresponsefromtheaudience,we’lldecidewhethertorunfullads.Tomakegooduseoftheadvertisingbudget,youmustknowthefeaturesofanewspaper’sreaders.Studiesshowthatnewspaperadsrankhighestincredibility.01020304050102030405我们的主要目标是在目标受众中建立起品牌知名度。我们打算用报纸来宣传我们的产品。根据受众的反馈，我们再决定是否做整版广告。为了更好地利用广告预算，你必须了解报纸读者的特征。

研究表明，在可信度方面，报纸广

告名列第一。III.SentenceInterpreting(句子口译)WorkingroupsandinterpretthefollowingsentencesintoChineseandEnglishrespectively.EnglishChinese我想了解一下在你们的杂志刊登广告的事情。除此之外，我们还要考虑对手的行动。消费者比过去更成熟、挑剔、理性，并且更不信任媒体。您可以再安排一些跟其他代理商的会面吗？我从广告上得知你们店有很多中手工艺品。Iwouldliketofindoutaboutplacinganadvertisementinyourmagazines.Besides,weshouldtakeourcompetitors’moveintoconsideration.Consumerstendtobemoresophisticated,cynical,rationalanddistrustingthaneverbefore.Canyoutrytosetupsomemeetingswithotheragencies?IknowfromtheadthatyouhavealargecollectionofChinesehandicraftsinyourshop.06070809100607080910III.SentenceInterpreting(句子口译)Ifwedon’tgetapositiveresponsefromthenewspaperads,we’lldosomeInternetspots.WehaveanestablishedmarketinEurope.Ourcarpetsandrugsenjoygreatpopularity.Ourproductsarealwaysoffirst-classquality.Thesecarpetsare100%wool,fairlythickandverysoft.Weshouldsearchfornewwaystogetmoremarketshare.Onlineshoppingispredictedtobe30percenthigherthanthatoflastDecember,whilemallscanexpectlessthana6percentincreaseinsales.如果报纸反映不理想，我们将做一些网络广告。我们在欧洲有稳定的市场，我们的地毯很受欢迎。我们的产品质量上乘。这些地毯是100%羊毛，相当厚而且很柔软。我们应该寻找新的方法，从而抢占更大的市场份额。我要给我的家人和朋友买几把折扇，这样他们既有机会欣赏中国精湛的制扇工艺，又能欣赏中国的美景。01020304050102030405ChineseEnglishIII.SentenceInterpreting(句子口译)Wecanofferasuperiorproductatthesamepriceasourcompetitors.Comparedwithcompetingproducts,oursissmallerandlighter,yetitisadvanced,reliableanduser-friendly.IthinkthemainreasonwhyourproductssellpoorlyintheUnitedStatesisbecauseofouradvertisingstrategy.Asmediaplanners,weshouldbearinmindhowconsumersregardvariousmagazinesandTVprograms.I’llleavemycardandourcatalogs.Ifthereareanybooksthatmightinterestyou,pleasecallme.在同样的价格下，我们可以提供更好的产品质量。和竞争者比起来，我们的产品体积小、重量轻、设计先进、质量可靠又易于操作。我认为我们的产品在美国销售很差的主要原因就是我们的广告策略。作为媒体策划人员，我们要考虑消费者如何看待各种杂志和电视节目。我留下我的名片和商品目录，如果您对我们的图书感兴趣的话随时打电话给我。06070809100607080910ChineseEnglishA:Doyouhaveanyideasabouttheadvertisingstrategyforourbreezecocktail?ListentotherecordingofTextA.Takenoteswhennecessaryandinterpretduringthepauses,thenperformthedialogueingroups.Interpreting现场口译TextAB:

我认为可以先在杂志上打小型广告，看看有什么反映。根据反映我们再决定是否做整版广告。如果报纸反映不理想，我们将做一些网络广告。Interpreter:很好，但她的想法与您不同。她计划用媒体组合来达成市场目标。我们的主要目标是在目标受众中建立起品牌知名度。Interpreter:关于我们微风牌鸡尾酒的广告设计策略，您有什么想法吗？Interpreter:Shethinkswecanstartoutwithsmallmagazineads.Thenwe’llseewhatkindofresponseweget.Basedonthat,we’lldecidewhethertorunfullads.Ifwedon’tgetapositiveresponsefromthenewspaperads,we’lldosomeInternetspots.A:Soundsgood.ButIhaveadifferentidea.Iplantousethemediamixtoreachourtargetmarket.Ourmaingoalistoestablishbrandawarenessamongourtargetaudience.B:好极了！我很喜欢你们这种处理，可是您打算用什么背景音乐呢？Interpreter:Great!Shelikeswhereyou’regoingwiththis,butwhatkindofmusicareyougoingtohaveinthebackground?B:那么您打算使用哪些媒体？Interpreter:Thenwhatdoyouplantouse?TextAA:Iplantoputtogethertwo20-secondprime-timeTVcommercials.We’llbeginwithadancing-movingshotofthecrowd.

Thenwe’llcomeinforaclose-upofourmainactress.Shewillbedrinkingourcocktail,andtherestofthecrowdwillbedancingtowardsher.Iplantofinishupwiththisshotoftheproductandthepunchline,“Relaxwithme”.Interpreter:她打算策划两个20秒的广告在电视黄金时间播出。我们首先用一个舞动人群的镜头。然后推入我们女主角的特写，喝着一瓶微风牌鸡尾酒，其他人向着她移动。她打算用这个镜头结束，伴随的广告语是“和我一起放松”。A:We’dbetteruselightmusic.Itmakestheaudiencefeelmorecomfortable.Interpreter:我们最好使用轻音乐。轻音乐使观众感到很舒服。B:我们还可以同时刊登户外广告及平面广告来创造我们的品牌识别。Interpreter:Wealsocanusetheoutdoorandprintadstohelpcreatebrandrecognition.TextBPerformthedialogueingroups,andfinishthePeerAssessmentForm.A:Asfortheselectionofbusinessmedia,wouldyouliketoshareyourideaswithus?Interpreter:对于商业媒体的选择方面，您能分享一下您的想法吗？B:我认为这关键在于广告的主要购买媒体，无论是国内还是国外的，购买之前必须研究它们的目标受众。Interpreter:Hethinksthekeyisthatadvertisersmuststudytheaudiencetheywishtoreachbeforebuyinganymedia,whetherathomeorabroad.A:Well,weplantousethenewspapertoadvertiseourproducts.Anyadvice?Interpreter:我们打算用报纸来宣传我们的产品。您有什么好的建议吗？B:为了更好地利用广告预算，您必须了解报纸读者的特征，如典型读者的平均年龄、性别、职业、收入、教育水平和购买习惯。Interpreter:Tomakegooduseoftheadvertisingbudget,youmustknowthefeaturesofnewspaper’sreaders,suchastheaverageage,sex,occupation,income,educationallevelandbuyinghabitsofthetypicalreader.TextBPerformthedialogueingroups,andfinishthePeerAssessmentForm.A:Comparedwithothermedia,anyadvantagesfornewspapers?Interpreter:相对于其他的媒体，报纸有什么优势呢？B:据研究表明，在可信度方面，报纸广告名列第一，电视广告居第二。Interpreter:Studiesshowthatnewspaperadsrankhighestincredibility,whileTVcommercialsarethesecond.A:Newspapersmusthavetheirshortcomings.Interpreter:那报纸一定有它的缺点吧？B:当然，报纸也有缺点，如寿命短、印刷质量差、广告竞争激烈、广告发布的位置可能不好等。Interpreter:Definitely.Newspapersalsohavedisadvantages,suchasshortlifespan,poorprintingquality,fierceadertisingcompetitionandpotentiallypoorplacement.Performthedialogueingroups,andfinishthePeerAssessmentForm.A:Thenwhataboutmagazines?Interpreter:那么杂志呢？B:杂志具有明显的优势。在所有的大众媒体中，它的选择性最强，有无与伦比的色彩、出色的印刷质量、权威性、可信度、寿命长等众多优点。当然，有些杂志的广告成本也很高。Interpreter:Magazinesofferdistinctadvantages.Theyarethemostselectiveofallmassmediawithunsurpassedcolor,excellentprintingquality,authority,credibilityandlonglifespan,etc.Ofcourse,thecostofadvertisinginsomemagazinesisveryhigh.TextBPeerAssessmentFormCriteria1.ConveyingCompleteandPreciseCoherentandLogicalLevel2.LanguagePronunciationandIntonationGrammatically3.ExpressionsNaturalandFluentNativeandIdiomaticABCABCABCABCABCABCTotalABCAssessing译后评估B:很高兴为您效劳。我们的工艺品分三大类，丝绸、陶瓷和扇子。您想看哪一种？Interpreter:Herpleasure.Wehavethreemajortypes,silk,ceramicsandfans.Whatkindwouldyouliketosee?TextCListentotherecordingofTextC.Takenoteswhennecessaryandinterpretduringthepauses.Thenperformthetextingroupsandmakeaself-assessment.A:IknowfromtheadthatyourstorehasalargecollectionofChinesehandicrafts.IaminterestedinChineseculture.CanyourecommendmesomewithChineseculturalfeatures?Interpreter:他从广告中得知你们店里有各种各样的中国手工艺品出售。他对中国文化很感兴趣，您能否推荐几种有中国文化特色的艺术品？A:IknowlittleaboutChinesefans.Wouldyoumindexplainingalittlemorespecifically?

Interpreter:他对中国扇子了解很少，请您解释得详细一点好吗？B:好的。扇子有很多类型，最有名的当属檀香木扇了，因其气味芳香和做工精美而闻名。另外，纸扇和绸扇有各种不同图案供您选择，有绘有书法和诗词的，有绘有历史人物的，还有绘有油画的。每一种都要看看吗？Interpreter:OK.Therearemanykindsoffoldingfans.Themostfamousoneisthesandalwoodfan,knownforthefragranceanddelicacy.Asforpaperfansandsilkfans,wehavemanypatternsforyoutochoosefrom.SomearepaintedwithChinesecalligraphyandpoems,somearewithhistoricalfiguresandsomearewithoilpaintings.Doyouwanttohavealookateachofthem?A:Yes,please.Wow,howamazingandbeautifultheyare!Ilikethemallverymuch.Thesewithpaintingsofhorsesandbamboosareespeciallywonderful.I’lltakesomeofthemtomyfamilyandfriends,sothattheywillbeabletoappreciatethebeautifulsceneryaswellasthecraftsmanshipoffan-makinginChina.Interpreter:是的，谢谢您。很漂亮啊！每一把他都喜欢，尤其这几把绘有马和竹子的扇子。他要为家人和朋友买几把，这样他们既有机会欣赏中国精湛的制扇工艺，又能欣赏中国的美景。TextCSelf-AssessmentFormCriteriaInterpretingSkillConveyingLanguageExpressingComprehensivenessTotalLevelABCABCABCABCABCABCSupplementing拓展训练Task1InterpretingPractice（口译实践）Workingroupsandinterpretthefollowingdialogue.A:It’struethatadvertisingdeterminesthesalesvolumetosomeextent.MissLuo,whatisyouropinion?Interpreter:广告在一定程度上决定了销售额的大小。罗小姐，您的想法如何？B:有道理。我认为我们的新产品在英国销售很差的主要原因就是我们的广告策略不合适。Interpreter:Itmakessense.IthinkoneofthemaincausesofthepoorUKsalesofournewitemwastheinappropriateadvertisingstrategy.A:Couldyouexplainitinmoredetails?Interpreter:您能解释得再详细一些吗？Supplementing拓展训练WorkingroupsandinterpretthefollowingpassagefromEnglishtoChinese.B:好的。在德国和英国我们用的是同一家法国广告代理商，广告活动也极为相似，结果英国方面的销售额少了百分之三十。Interpreter:Well,weusedthesameFrenchagencyforboththeGermanandBritishcorporations,andthecampaignswereprettysimilar,butthesalesvolumewas30%lowerintheUK.A:SoyoumeantheGermanaudiencewasmoreappealedby

thead?Interpreter:您的意思是说，广告更吸引德国客户吗？B:没错。那个广告的男女主角是老年人，而德国65岁以上的老人占四分之一，因此他们能够在这个广告中得到共鸣，更倾向于购买我们的产品。而英国人口中青壮年比例较大，因此相比德国消费者，购买意愿不够强烈。Interpreter:That’sright.Theheroandheroineofthatadvertisementaretheelderly,whileaquarteroftheelderlypeopleinGerman