商務英語口譯 （微課版） 課件 第12章：市場調研

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

InternationalMarketing國際市場營銷ModuleThree

模塊三LearningObjectivesAfterlearningModuleThree,youshouldMasterInterpretingskills,suchasstorydiction,sightterpreting,etc.KnowhowtousewordsandexpressionsaboutInternationalMarketing.Getsupplementaryknowledgeaboutmarketingresearchtypesandtheory.Obtainwaystoimproveinterpretingcompetence.MarketSurveyChapter12市場調研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詞語選用Targetlanguage（目標語）Sourcelanguage（來源語）1.虛心使人進步，驕傲使人落后。2.這是革命的春天，這是人民的春天，這是科學的春天！讓我們張開雙臂，熱烈擁抱這個春天吧！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。（詞性轉換）4.這個小女孩在上學的路上受傷了。（語態(tài)轉換）5.他的演講內容不夠充實。（正反表達）WorkingroupsandinterpretthefollowingEnglishandChinesesentencesintoChineseandEnglishrespectivelybywayoftheinterpretingskillDiction.II.PhraseInterpreting(短語口譯)WorkingroupsandinterpretthefollowingwordsandphrasesintoChineseorEnglish.marketsurveyquestionnaireconsumerbrandsampledealerdomesticandforeigntradeachievegreatsuccessfar-sightedpassISO9000certificationEnglishChinese市場調研調查問卷消費者品牌樣品經銷商國內外貿易獲巨大成功眼光長遠通過ISO9000質量認證0102030405060708091001020304050607080910市場營銷人員一線城市富有的創(chuàng)意產業(yè)評估分類探索的實際的因果關系預測ChineseEnglishmarketerfirsttiercitywell-heeledcreativeindustryevaluate/evaluation/assess/assessmentclassifyexploratorypracticalcauseandeffectpredictII.PhraseInterpreting(短語口譯)0102030405060708091001020304050607080910III.SentenceInterpreting(句子口譯)WorkingroupsandinterpretthefollowingsentencesintoChineseandEnglishrespectively.EnglishChineseTodaynearly200dealersfromacrossthecountrygathertogetherhere.Onbehalfofallthestaff,Iwouldliketoextendourwarmestwelcometoyou.Wefirmlybelievethatourbrandwillachievegreatsuccessin2020.Ourcompanyengagesinthedesign,researchanddevelopment,manufacturing,domesticandforeigntradeofwomendresses.Thecompanyhasbeenexpandingitsscaleandimprovingitsstatusanditsbrand.Ithasbeenlistedamongthetop10womendresscompaniesmanytimes.01020304050102030405今天，來自全國各地近200名經銷商齊聚于此。....我謹代表公司全體員工對各位的到來表示最熱烈的歡迎。我公司是一家集女裝設計、研發(fā)、生產、國內外貿易于一體的服裝企業(yè)。我們堅信，2020年新品牌必將取得成功。公司規(guī)模不斷擴大，知名度不斷提高，多次被評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家非常暢銷。我們要使這一產品成為高品質的象征。產品的四大要素對實現(xiàn)我們的目標意義重大。讓我們給顧客打折以提高銷量吧。為達成目標，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.部分用戶沒有特定品牌傾向，他們只是從超市隨手購買。使用我們產品的消費者不足三分之一。目前使用我們產品的用戶覺得我們的產品價格偏高。請您根據(jù)調研情況提交一個書面調研報告。由此我們可以看出，城市的等級劃分方式因公司產品及目標的不同而有所差異。01020304050102030405ChineseEnglishIII.SentenceInterpreting(句子口譯)Marketingresearchprovidesinformationtoreduceuncertainty.Marketingresearchescanbeclassifiedonthebasisofeithertechnologiesorfunctions.ToysfromGuangdongareverypopularintheMiddleEastbecauseoftheirsuperiorqualityandcompetitiveprice.Ourtargetconsumersarethosewhoare30to50yearsold.Themajorpurposeofdescriptiveresearchistodescribecharacteristicsofthepopulation.市場調研可以提供信息，減少不確定因素。市場調研以技術或功能為基礎進行分類。廣東玩具因物美價廉而暢銷于中東市場。我們的目標消費群在30至50歲之間。描述性研究的主要目的在于對人口特性做出描述。06070809100607080910ChineseEnglishJackson:Goodmorning,Mr.Yang.Didyoufinishyourmarketsurveyyesterday?Interpreter:楊先生，早上好。昨天完成市場調研了嗎？Yang:是的，我拜訪了我所在區(qū)域的137個家庭。Interpreter:Yes.Hevisited137housesinhisarea.ListentotherecordingofTextA.Takenoteswhennecessaryandinterpretduringthepauses,thenperformthetextingroups.Interpreting現(xiàn)場口譯Jackson:Whatwasthefeedback?Whatdotheythinkofourproduct?Interpreter:客戶反映如何？他們對我們的產品有什么想法？Yang:目前使用我們產品的家庭不足三分之一，并且有二分之一的人從未聽過。我給他們講解產品的優(yōu)點并贈送他們試用品，他們表示會試試看。Interpreter:Lessthanonethirdoftheconsumersareusingourproduct.Halfofthemhaven’theardofit.Heexplainedtheadvantagesandgavethemsomesamples.Theysaidthattheywouldtryit.TextATextAYang:部分用戶并沒有特定的品牌傾向，他們只是從超市隨手購買。我認為我們需要和超市溝通，爭取更多的產品展示空間。Jackson:Welldone!Interpreter:做得好！Interpreter:Someconsumersdon’thaveapreferenceforanyparticularbrand.Theyjustchoosewhateverisinthesupermarket.Hethinksweshoulddosomethingwiththesupermarketsandpersuadethemtogiveourproductsmoreshelfspace.TextAYang:目前使用我們產品的用戶覺得我們產品價格偏高。Interpreter:Theconsumerswhoareusingourproductthinkthepriceisalittlehigh.Jackson:That’sapotentialproblem.Anythingelse?Interpreter:這方面可能存在問題。其他的呢？TextAJackson:Goodsuggestion!Well,Yang,couldyouwriteamarketsurveyreportonyourfindingssothatwecanhaveaclearpictureofwhatweshoulddonext?Interpreter:好建議！請您根據(jù)情況提供一個書面調研報告，我們再考慮下一步的做法。Yang:好的，沒問題。Interpreter:OK,noproblem.

我認為冬奧會是每個人的，而不僅僅屬于年輕人?？煽诳蓸返亩瑠W會計劃也是如此。當然，經過市場調研，毫無疑問，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適合他們參與。我們的計劃也考慮了那些對文化感興趣的人。他們中有些人熱愛運動，而有些人則更喜愛我們的文化遺產。因此我們有各種類別的活動安排。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劃，但是可以肯定的是，回顧以往的奧運會歷史，我們的確擁有出色的文化類節(jié)目，比如我們曾把各地藝術家和藝術家代表的民族藝術瓶設計帶到了奧運會上，我們在奧運村建有虛擬運動基地，同時我們還設計過獨特的罐子和筆用來紀念特殊項目。目前在中國，我們已經與第24屆冬奧組委會合作安排了許多項目，特別是在社區(qū)和環(huán)境兩方面，因為我們希望年輕人能夠積極參與進來，為2022年的綠色冬奧會做好準備。ListentotherecordingofTextB.PerformthetextingroupsandfinishthePeerAssessmentForm.TextB

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

許多營銷商正在努力將業(yè)務擴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，尤其在中國城市劃分方面更為突出。進入中國市場前，營銷商通常都會對中國的城市進行評估并劃分級別。廣告商大多將中國城市劃分為4或5個等級，而營銷商則將其劃分為10個等級。一個城市劃分到哪個等級取決于該城市人口的數(shù)量、購買力和可支配收入等因素。Unilever’sLiptonmilkteaisdoingbrilliantespeciallyinChina’scityclassification.BeforeenteringtheChinesemarket,marketersusuallyevaluateandgradeChinesecities.MostadvertisersdivideChinesecitiesintofourorfivelevels,whilemarketersdividetheminto10.Thelevelofacitydependsonitspopulation,purchasingpoweranddisposableincome,etc.Assessing譯后評估TextCListentotherecordingofTextCparagraphbyparagraph.Takenoteswhennecessaryandinterpretduringthepauses.Thenperformthetextingroupsandmakeaself-assessment.

一線城市包括北京、上海、廣州，有時還包括深圳。二線城市30個左右，主要是人口超過500萬的省會城市。三線城市150個左右，是人口在100萬以上的縣城。四線城市包括數(shù)千個城鎮(zhèn)，人口從10萬到100萬不等。

FirsttiercitiesincludeBeijing,Shanghai,GuangzhouandsometimesShenzhen.Thereareabout30secondtiercities,mainlyprovincialcapitalswithapopulationofmorethan5million.Thereareabout150thirdtiercitieswithapopulationofmorethan1million.Thefourthtiercitiesincludethousandsoftownswithapopulationrangingfrom100,000to1million.Assessing譯后評估TextCListentotherecordingofTextCparagraphbyparagraph.Takenoteswhennecessaryandinterpretduringthepauses.Thenperformthetextingroupsandmakeaself-assessment.

城市的等級劃分方式因公司產品及目標的不同而有所差異，各公司對等級有著不同的理解。Theclassificationofcitiesvarieswiththecompany’sproductsandobjectives,anddifferentcompanieshavedifferentunderstandingsofhierarchy.Self-AssessmentFormCriteriaInterpretingSkillConveyingLanguageExpressingComprehensivenessTotalLevelABCABCABCABCABCABCSupplementing拓展訓練Task1InterpretingPractice（口譯實踐）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)助做一個衣服洗滌劑的市場調研可以嗎？Interpreter:Goodafternoon,Mr.White.ThisisWangQianfromTigerCompany.Couldyouhelphertodoamarketsurveyonlaundrydetergent?Mr.White:Sure.DoIhavetofilloutaquestionnaire?Interpreter:可以的，需要填問卷嗎？WangQian:不用。我主要是記錄消費者對洗滌劑的使用情況。我們公司生產的是奇跡牌洗滌劑，不知您聽說過嗎？Interpreter:Notexactly.She’stakingnotesonconsumers’experienceswithvariousbrands.ActuallyourcompanymakesMiracle.Haveyouheardofit?Mr.White:Yes,Ihave.Interpreter:聽說過。WangQian:您曾經使用過嗎？Interpreter:Haveyouusedit?Mr.White:No,Ihavenot.Interpreter:沒用過。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:為什么會選用彩虹牌呢？Interpreter:WhydoyouchooseRainbow?WangQian:那個產品是粉狀還是液體呢？Interpreter:Isitpowderorliquid?Mr.White:Powder.Rainbowdoesn’tcomeinaliquidform.Interpreter:粉狀。彩虹牌沒有液體的。Mr.White:Myfriendhadrecommendedittome.Then,onedayIwasgivenasamplewhileshopping.Itrieditandfounditworksverywell.Itcanremovemoststainsandcleaneffectively.And,it’snottooexpensive.Interpreter:一個朋友推薦的，后來有一天購物時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，對于油污有極好的清潔作用。Int