商務(wù)英語(yǔ)口譯 （微課版） 課件 第12章：市場(chǎng)調(diào)研

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

InternationalMarketing國(guó)際市場(chǎng)營(yíng)銷ModuleThree

模塊三LearningObjectivesAfterlearningModuleThree,youshouldMasterInterpretingskills,suchasstorydiction,sightterpreting,etc.KnowhowtousewordsandexpressionsaboutInternationalMarketing.Getsupplementaryknowledgeaboutmarketingresearchtypesandtheory.Obtainwaystoimproveinterpretingcompetence.MarketSurveyChapter12市場(chǎng)調(diào)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(口譯技能)Diction詞語(yǔ)選用Targetlanguage（目標(biāo)語(yǔ)）Sourcelanguage（來(lái)源語(yǔ)）1.虛心使人進(jìn)步，驕傲使人落后。2.這是革命的春天，這是人民的春天，這是科學(xué)的春天！讓我們張開(kāi)雙臂，熱烈擁抱這個(gè)春天吧！3.Herbookimpressedusdeeply.4.Thelittlegirlwashurtonherwaytoschool.5.Hisspeechisprettythin.WorkingroupsandinterpretthefollowingEnglishandChinesesentencesintoChineseandEnglishrespectivelybywayoftheinterpretingskillDiction.1.Modestymakespeoplegoforward,whereasthepridemakespeoplelagbehind.（增詞）2.Thisisthespringoftherevolution,thepeople,andthescience.Let’sembracethespringwithopenarms.（減詞）3.她的書給我留下了深刻的印象。（詞性轉(zhuǎn)換）4.這個(gè)小女孩在上學(xué)的路上受傷了。（語(yǔ)態(tài)轉(zhuǎn)換）5.他的演講內(nèi)容不夠充實(shí)。（正反表達(dá)）WorkingroupsandinterpretthefollowingEnglishandChinesesentencesintoChineseandEnglishrespectivelybywayoftheinterpretingskillDiction.II.PhraseInterpreting(短語(yǔ)口譯)WorkingroupsandinterpretthefollowingwordsandphrasesintoChineseorEnglish.marketsurveyquestionnaireconsumerbrandsampledealerdomesticandforeigntradeachievegreatsuccessfar-sightedpassISO9000certificationEnglishChinese市場(chǎng)調(diào)研調(diào)查問(wèn)卷消費(fèi)者品牌樣品經(jīng)銷商國(guó)內(nèi)外貿(mào)易獲巨大成功眼光長(zhǎng)遠(yuǎn)通過(guò)ISO9000質(zhì)量認(rèn)證0102030405060708091001020304050607080910市場(chǎng)營(yíng)銷人員一線城市富有的創(chuàng)意產(chǎn)業(yè)評(píng)估分類探索的實(shí)際的因果關(guān)系預(yù)測(cè)ChineseEnglishmarketerfirsttiercitywell-heeledcreativeindustryevaluate/evaluation/assess/assessmentclassifyexploratorypracticalcauseandeffectpredictII.PhraseInterpreting(短語(yǔ)口譯)0102030405060708091001020304050607080910III.SentenceInterpreting(句子口譯)WorkingroupsandinterpretthefollowingsentencesintoChineseandEnglishrespectively.EnglishChineseTodaynearly200dealersfromacrossthecountrygathertogetherhere.Onbehalfofallthestaff,Iwouldliketoextendourwarmestwelcometoyou.Wefirmlybelievethatourbrandwillachievegreatsuccessin2020.Ourcompanyengagesinthedesign,researchanddevelopment,manufacturing,domesticandforeigntradeofwomendresses.Thecompanyhasbeenexpandingitsscaleandimprovingitsstatusanditsbrand.Ithasbeenlistedamongthetop10womendresscompaniesmanytimes.01020304050102030405今天，來(lái)自全國(guó)各地近200名經(jīng)銷商齊聚于此。....我謹(jǐn)代表公司全體員工對(duì)各位的到來(lái)表示最熱烈的歡迎。我公司是一家集女裝設(shè)計(jì)、研發(fā)、生產(chǎn)、國(guó)內(nèi)外貿(mào)易于一體的服裝企業(yè)。我們堅(jiān)信，2020年新品牌必將取得成功。公司規(guī)模不斷擴(kuò)大，知名度不斷提高，多次被評(píng)為十大知名女裝品牌。III.SentenceInterpreting(句子口譯)WorkingroupsandinterpretthefollowingsentencesintoChineseandEnglishrespectively.EnglishChinese我們公司的牛仔褲在南美國(guó)家非常暢銷。我們要使這一產(chǎn)品成為高品質(zhì)的象征。產(chǎn)品的四大要素對(duì)實(shí)現(xiàn)我們的目標(biāo)意義重大。讓我們給顧客打折以提高銷量吧。為達(dá)成目標(biāo)，我們主要采用“推”和“拉”兩種策略。Ourcompany’sjeanscanfindareadymarketinSouthAmericancountries.Wewilllabeltheproductasapremiumitemwithaboveaveragequality.Thefourfactorsfortheproductisofgreatsignificanceforouraim.Let’sofferthecustomersadiscountsothatwemayincreaseoursales.Toachieveobjectives,wecanusemainlytwotypesofstrategies,pushandpull.06070809100607080910III.SentenceInterpreting(句子口譯)Someconsumersdon’thaveapreferenceforanyparticularbrand.Theyjustchoosewhateverisinthesupermarket.Lessthanonethirdoftheconsumersareusingourproducts.Theconsumerswhoareusingourproductsthinkthepriceisalittlehigh.Pleasewriteamarketsurveyreportonyourfindings.Wecanseethattheclassificationofcitiesvariesdependingonacompany’sproductsandgoals.部分用戶沒(méi)有特定品牌傾向，他們只是從超市隨手購(gòu)買。使用我們產(chǎn)品的消費(fèi)者不足三分之一。目前使用我們產(chǎn)品的用戶覺(jué)得我們的產(chǎn)品價(jià)格偏高。請(qǐng)您根據(jù)調(diào)研情況提交一個(gè)書面調(diào)研報(bào)告。由此我們可以看出，城市的等級(jí)劃分方式因公司產(chǎn)品及目標(biāo)的不同而有所差異。01020304050102030405ChineseEnglishIII.SentenceInterpreting(句子口譯)Marketingresearchprovidesinformationtoreduceuncertainty.Marketingresearchescanbeclassifiedonthebasisofeithertechnologiesorfunctions.ToysfromGuangdongareverypopularintheMiddleEastbecauseoftheirsuperiorqualityandcompetitiveprice.Ourtargetconsumersarethosewhoare30to50yearsold.Themajorpurposeofdescriptiveresearchistodescribecharacteristicsofthepopulation.市場(chǎng)調(diào)研可以提供信息，減少不確定因素。市場(chǎng)調(diào)研以技術(shù)或功能為基礎(chǔ)進(jìn)行分類。廣東玩具因物美價(jià)廉而暢銷于中東市場(chǎng)。我們的目標(biāo)消費(fèi)群在30至50歲之間。描述性研究的主要目的在于對(duì)人口特性做出描述。06070809100607080910ChineseEnglishJackson:Goodmorning,Mr.Yang.Didyoufinishyourmarketsurveyyesterday?Interpreter:楊先生，早上好。昨天完成市場(chǎng)調(diào)研了嗎？Yang:是的，我拜訪了我所在區(qū)域的137個(gè)家庭。Interpreter:Yes.Hevisited137housesinhisarea.ListentotherecordingofTextA.Takenoteswhennecessaryandinterpretduringthepauses,thenperformthetextingroups.Interpreting現(xiàn)場(chǎng)口譯Jackson:Whatwasthefeedback?Whatdotheythinkofourproduct?Interpreter:客戶反映如何？他們對(duì)我們的產(chǎn)品有什么想法？Yang:目前使用我們產(chǎn)品的家庭不足三分之一，并且有二分之一的人從未聽(tīng)過(guò)。我給他們講解產(chǎn)品的優(yōu)點(diǎn)并贈(zèng)送他們?cè)囉闷罚麄儽硎緯?huì)試試看。Interpreter:Lessthanonethirdoftheconsumersareusingourproduct.Halfofthemhaven’theardofit.Heexplainedtheadvantagesandgavethemsomesamples.Theysaidthattheywouldtryit.TextATextAYang:部分用戶并沒(méi)有特定的品牌傾向，他們只是從超市隨手購(gòu)買。我認(rèn)為我們需要和超市溝通，爭(zhēng)取更多的產(chǎn)品展示空間。Jackson:Welldone!Interpreter:做得好！Interpreter:Someconsumersdon’thaveapreferenceforanyparticularbrand.Theyjustchoosewhateverisinthesupermarket.Hethinksweshoulddosomethingwiththesupermarketsandpersuadethemtogiveourproductsmoreshelfspace.TextAYang:目前使用我們產(chǎn)品的用戶覺(jué)得我們產(chǎn)品價(jià)格偏高。Interpreter:Theconsumerswhoareusingourproductthinkthepriceisalittlehigh.Jackson:That’sapotentialproblem.Anythingelse?Interpreter:這方面可能存在問(wèn)題。其他的呢？TextAJackson:Goodsuggestion!Well,Yang,couldyouwriteamarketsurveyreportonyourfindingssothatwecanhaveaclearpictureofwhatweshoulddonext?Interpreter:好建議！請(qǐng)您根據(jù)情況提供一個(gè)書面調(diào)研報(bào)告，我們?cè)倏紤]下一步的做法。Yang:好的，沒(méi)問(wèn)題。Interpreter:OK,noproblem.

我認(rèn)為冬奧會(huì)是每個(gè)人的，而不僅僅屬于年輕人?？煽诳蓸?lè)的冬奧會(huì)計(jì)劃也是如此。當(dāng)然，經(jīng)過(guò)市場(chǎng)調(diào)研，毫無(wú)疑問(wèn)，年輕人是顧客群中最活躍的一組。因此我們有各種各樣的活動(dòng)適合他們參與。我們的計(jì)劃也考慮了那些對(duì)文化感興趣的人。他們中有些人熱愛(ài)運(yùn)動(dòng)，而有些人則更喜愛(ài)我們的文化遺產(chǎn)。因此我們有各種類別的活動(dòng)安排。ListentotherecordingofTextB.PerformthetextingroupsandfinishthePeerAssessmentForm.TextB

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

目前我還不能透露我們有哪些計(jì)劃，但是可以肯定的是，回顧以往的奧運(yùn)會(huì)歷史，我們的確擁有出色的文化類節(jié)目，比如我們?cè)迅鞯厮囆g(shù)家和藝術(shù)家代表的民族藝術(shù)瓶設(shè)計(jì)帶到了奧運(yùn)會(huì)上，我們?cè)趭W運(yùn)村建有虛擬運(yùn)動(dòng)基地，同時(shí)我們還設(shè)計(jì)過(guò)獨(dú)特的罐子和筆用來(lái)紀(jì)念特殊項(xiàng)目。目前在中國(guó)，我們已經(jīng)與第24屆冬奧組委會(huì)合作安排了許多項(xiàng)目，特別是在社區(qū)和環(huán)境兩方面，因?yàn)槲覀兿Ｍ贻p人能夠積極參與進(jìn)來(lái)，為2022年的綠色冬奧會(huì)做好準(zhǔn)備。ListentotherecordingofTextB.PerformthetextingroupsandfinishthePeerAssessmentForm.TextB

Icannotdiscloseatthemomentwhatweareplanningtodo.Butcertainly,lookingbackonthehistoryoftheOlympicGames,wehavereallyfabulousculturalprograms,likethefolkartbottledesignsthatwebroughttotheOlympicGamesfromartistsandartisticrepresentativesofthelocalculture.WehaveavirtualsportingbaseattheOlympicVillage.Furthermore,thereareuniquecommemorationcansandpenstocelebratespecialprograms.Now,wehavealreadymadealotofprogramswiththeBeijingOrganizingCommitteeforthe24thWinterOlympicGames,especiallyonthecommunityandenvironment.WewanttoinvolveouryoungpeopleandgetpreparedforthegreenWinterOlympicsin2022.PeerAssessmentFormCriteria1.ConveyingCompleteandPreciseCoherentandLogicalLevel2.LanguagePronunciationandIntonationGrammatically3.ExpressionsNaturalandFluentNativeandIdiomaticABCABCABCABCABCABCTotalABCAssessing譯后評(píng)估TextCListentotherecordingofTextCparagraphbyparagraph.Takenoteswhennecessaryandinterpretduringthepauses.Thenperformthetextingroupsandmakeaself-assessment.

許多營(yíng)銷商正在努力將業(yè)務(wù)擴(kuò)展到北上廣以外的地方。聯(lián)合利華旗下的立頓奶茶是此舉中為數(shù)不多的成功者。

ManymarketersaretryingtoexpandtheirbusinessbesidesBeijing,ShanghaiandGuangzhou.Unilever’sLiptonmilkteaisoneofthefewwinners.

Assessing譯后評(píng)估TextCListentotherecordingofTextCparagraphbyparagraph.Takenoteswhennecessaryandinterpretduringthepauses.Thenperformthetextingroupsandmakeaself-assessment.

聯(lián)合利華的立頓奶茶做得非常出色，尤其在中國(guó)城市劃分方面更為突出。進(jìn)入中國(guó)市場(chǎng)前，營(yíng)銷商通常都會(huì)對(duì)中國(guó)的城市進(jìn)行評(píng)估并劃分級(jí)別。廣告商大多將中國(guó)城市劃分為4或5個(gè)等級(jí)，而營(yíng)銷商則將其劃分為10個(gè)等級(jí)。一個(gè)城市劃分到哪個(gè)等級(jí)取決于該城市人口的數(shù)量、購(gòu)買力和可支配收入等因素。Unilever’sLiptonmilkteaisdoingbrilliantespeciallyinChina’scityclassification.BeforeenteringtheChinesemarket,marketersusuallyevaluateandgradeChinesecities.MostadvertisersdivideChinesecitiesintofourorfivelevels,whilemarketersdividetheminto10.Thelevelofacitydependsonitspopulation,purchasingpoweranddisposableincome,etc.Assessing譯后評(píng)估TextCListentotherecordingofTextCparagraphbyparagraph.Takenoteswhennecessaryandinterpretduringthepauses.Thenperformthetextingroupsandmakeaself-assessment.

一線城市包括北京、上海、廣州，有時(shí)還包括深圳。二線城市30個(gè)左右，主要是人口超過(guò)500萬(wàn)的省會(huì)城市。三線城市150個(gè)左右，是人口在100萬(wàn)以上的縣城。四線城市包括數(shù)千個(gè)城鎮(zhèn)，人口從10萬(wàn)到100萬(wàn)不等。

FirsttiercitiesincludeBeijing,Shanghai,GuangzhouandsometimesShenzhen.Thereareabout30secondtiercities,mainlyprovincialcapitalswithapopulationofmorethan5million.Thereareabout150thirdtiercitieswithapopulationofmorethan1million.Thefourthtiercitiesincludethousandsoftownswithapopulationrangingfrom100,000to1million.Assessing譯后評(píng)估TextCListentotherecordingofTextCparagraphbyparagraph.Takenoteswhennecessaryandinterpretduringthepauses.Thenperformthetextingroupsandmakeaself-assessment.

城市的等級(jí)劃分方式因公司產(chǎn)品及目標(biāo)的不同而有所差異，各公司對(duì)等級(jí)有著不同的理解。Theclassificationofcitiesvarieswiththecompany’sproductsandobjectives,anddifferentcompanieshavedifferentunderstandingsofhierarchy.Self-AssessmentFormCriteriaInterpretingSkillConveyingLanguageExpressingComprehensivenessTotalLevelABCABCABCABCABCABCSupplementing拓展訓(xùn)練Task1InterpretingPractice（口譯實(shí)踐）Workingroupsandinterpretthefollowingdialogue.WangQian:懷特先生下午好，我是泰格爾公司的王倩，想麻煩您協(xié)助做一個(gè)衣服洗滌劑的市場(chǎng)調(diào)研可以嗎？Interpreter:Goodafternoon,Mr.White.ThisisWangQianfromTigerCompany.Couldyouhelphertodoamarketsurveyonlaundrydetergent?Mr.White:Sure.DoIhavetofilloutaquestionnaire?Interpreter:可以的，需要填問(wèn)卷嗎？WangQian:不用。我主要是記錄消費(fèi)者對(duì)洗滌劑的使用情況。我們公司生產(chǎn)的是奇跡牌洗滌劑，不知您聽(tīng)說(shuō)過(guò)嗎？Interpreter:Notexactly.She’stakingnotesonconsumers’experienceswithvariousbrands.ActuallyourcompanymakesMiracle.Haveyouheardofit?Mr.White:Yes,Ihave.Interpreter:聽(tīng)說(shuō)過(guò)。WangQian:您曾經(jīng)使用過(guò)嗎？Interpreter:Haveyouusedit?Mr.White:No,Ihavenot.Interpreter:沒(méi)用過(guò)。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:為什么會(huì)選用彩虹牌呢？Interpreter:WhydoyouchooseRainbow?WangQian:那個(gè)產(chǎn)品是粉狀還是液體呢？Interpreter:Isitpowderorliquid?Mr.White:Powder.Rainbowdoesn’tcomeinaliquidform.Interpreter:粉狀。彩虹牌沒(méi)有液體的。Mr.White:Myfriendhadrecommendedittome.Then,onedayIwasgivenasamplewhileshopping.Itrieditandfounditworksverywell.Itcanremovemoststainsandcleaneffectively.And,it’snottooexpensive.Interpreter:一個(gè)朋友推薦的，后來(lái)有一天購(gòu)物時(shí)有人送了他一份樣品，試用后發(fā)現(xiàn)效果很好，去污效果明顯，而且不貴。WangQian:懷特先生，也許您可以考慮試試我們的奇跡牌。我們有粉狀和液體兩種，使用效果特別好，對(duì)于油污有極好的清潔作用。Int