英语翻译复习(12页).doc

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1、-英语翻译复习-第 12 页英语翻译复习marketing 营销advertisement 广告Retailer零售商Warehouse仓库marketing decisions营销决定customer needs顾客需求buying power购买力marketing research营销调研advertising 广告（活动）new product development新产品开发service delivery提供服务personal selling 个人销售packaging design包装设计non-profit organization非赢利组织private enterpris

2、e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marketing concept营销理念societal marketing concept社会营销理念distribution channel销售渠道planning计划implementation实施evaluation评估strategic marketing plan战略营销计划situation analysis形势分析marketing objective营销目标corporate mission企业宗旨target

3、 market目标市场promotional program促销项目marketing mix营销组合tactical action plan战术行动计划budgets and controls预算与控制marketing strategy营销战略pricing 定价distribution分销promotion促销relationship marketing 关系营销added value 增值marketing environment 营销环境environmental forces 环境因素target customers 目标顾客e-commerce 电子商务online orderi

4、ng 网上订购agent 代理商competitor 竞争者marketing intelligence 营销情报marketing research 营销调研systematic environmental scanning 系统的环境扫描microenvironment 微观环境macroenvironment 宏观环境demographic force 人口因素market potential 市场潜力market share 市场份额customer satisfaction 顾客满意purchase behavior 购买行为marketing research process营销调

5、研过程research objective 调研目标primary data 第一手资料secondary data 第二手资料survey （问卷）调查法observation 观察法experiment 实验法personal interview 面谈法telephone interview电话调查法 mail interview 邮寄调查法personal bias 主观偏见questionnaire 问卷respondent 被调研者response rate 回应率social environment 社会环境social values 社会价值观competitors tactic

6、s 竞争者战术economic environment 经济环境economic indicators 经济指标unemployment 失业interest rate 利率inflation 通货膨胀inventory 存货money supply 货币供给legal and political environment 法律与政治环境monetary and fiscal policies 货币与财政政策social legislation and regulations 社会法规与条例marketing-related legislations 与营销相关的法规consumer buyin

7、g behavior 消费者购买行为final buyer 最终买者personal consumption 个人消费consumer market 消费者市场stimulusresponse model 刺激回应模型marketing stimuli 营销刺激determinant 决定因素basic values 基本价值观perception 感知preference 喜好reference group参考集团family life-cycle stage 家庭生命周期阶段lifestyle 生活风格personality 个性personal characteristics 个人特征m

8、otivation 动力decision-making process (购买)决定过程need recognition 需求认知information search 信息搜寻evaluation of alternatives 选择评估purchase decision 购买决定postpurchase behavior 买后行为business market 商务品市场derived demand 引致需求business transaction 商务交易competing product 竞争品 economic factor 经济因素personal factor 个人因素dispos

9、able personal income 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buying centre 购买小组straight-rebuy 直接再购买top management 高层领导market segmentation 市场细分submarket 子市场market segment 子市场market targeting 目标市场选定structural attractiveness 结构吸引力expected profitability 预期盈利(能力)s

10、ubstitute product 替代商品long-run objective 长期目标market-coverage strategy 市场覆盖策略undifferentiated marketing 无差异营销differentiated marketing 差异营销concentrated marketing 集中营销market positioning 市场定位positioning strategy 定位策略product attributes 产品特征perceptual map 定位图under-position 定位过粗over-position 定位过细geographic

11、 segmentation 按地理标准细分demographic segmentation 按人口标准细分psychographic segmentation 按心理标准细分behavioral segmentation 按行为标准细分benefit segmentation 按效用细分tangible product attributes 可见产品特征intangible product attributes 不可见产品特征product warranty 产品保证the core product 实质产品the actual product 形式产品the augmented produc

12、t 延伸产品consumer goods 消费者产品industrial goods 工业品product mix 产品组合product line 产品线product life cycle 产品生命周期introduction stage 引入期growth stage 成长期maturity stage 成熟期decline stage 衰退期innovator 创新者sales volume 销售量distributor 分销商technological advance 技术进步profit potential 利润潜力product classification 产品分类conven

13、ience products 便利品fast-moving consumer goods 易消耗消费者产品shopping products 选购品consumer durables 消费者耐耗品specialty products 特殊（消费）品quality superiority 质量超级性design exclusivity 设计独特性acquisition 收购patent 专利original products 全新产品product improvements 革新产品product modifications 改进产品new brand 新品牌产品a new product st

14、rategy 新产品策略idea generation 创意产生idea screening 创意筛选business analysis 经营分析prototype development 样品试制test marketing 市场试销commercialization 正式上市framework 框架feasibility 可行性brainstorming 头脑风暴competitive risks 竞争风险operational risks 运营风险legal risks 法律风险go error 误用drop error 误舍quality standards 质量标准branding

15、定品牌brand name 品牌名称trademark 商标individual branding 个别品牌策略family branding 家族（统一）品牌策略packaging 包装product portfolio analysis 产品组合分析the Boston Matrix 波士顿产品组合矩阵stars 明星类产品question marks 问题类产品cash cows 金牛类产品dogs 狗类产品pricing 定价 revenue 收益 pricing objectives 定价目标survival 维持生存（定价目标）current profit maximization

16、 当前利润最大化（定价目标）market share leadership 市场份额领导地位（定价目标）variable cost 可变成本fixed cost 固定成本cash flow 现金流return on investment 投资回报base price 基准价格consumer perceptions of value 消费者价值认知cost-plus pricing 成本加成定价法value-based pricing 以认知价值为基础的定价法competition-based pricing 以竞争为基础的定价法oligopolistic industries垄断行业brea

17、k-even analysis 均衡分析target return profit pricing 目标回报定价法total revenue 总收益total cost 总成本pricing strategies 定价策略market-skimming pricing 撇脂定价法market-penetration pricing 渗透定价法price sensitive 价格敏感price adjustment 价格调整discount pricing 折扣定价法volume purchase 批量购买off-season buying 淡季购买quantity discount 数量折扣ca

18、sh discount 现金折扣seasonal discount 季节折扣psychological pricing 心理定价法odd-even pricing 尾数定价prestige pricing 声望定价leader pricing 领导者定价loss leader 吸引顾客的特价品(为招揽顾客而削本出售的商品)freight cost 运费成本geographic pricing 分地区定价法FOB factory pricing 原产地定价uniform-delivered pricing 统一定价zone-delivered pricing 区域定价freight-absorp

19、tion pricing 运费包含定价channel of distribution 分销渠道convenience store 便利店financial institutions 金融机构primary channel institutions 主要渠道机构facilitating channel institutions 辅助渠道机构consumer distribution channels 消费品分销渠道direct marketing channel 直接营销渠道indirect marketing channel 间接营销渠道business distribution channe

20、ls工业品分销渠道industrial distributors 工业分销商physical flow of products 产品物流flow of ownership 所有权流payment flow 货款支付流information flow 信息流promotion flow 促销流intermediary 中间商merchant intermediary 商业中间商agent intermediary 代理中间商retailing 零售retailer 零售商self-service retailer 自助零售商limited-service retailer 有限服务零售商full

21、-service retailer 全方位服务零售商micromarketing 微营销chain store 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-store retailing 无店铺零售wholesaling 批发merchant wholesaler 商业批发商broker 经纪人agent 代理商promotional campaign 促销活动campaign theme 活动主题slogan 标语promotion 促销promotion mix 促销组合advertising 广告personal sel

22、ling 个人推销publicity 宣传sales promotion 销售推广mass media 大众媒体coupon 赠券refund 现金退回cents-off offer 免零头特价contest 竞赛point-of-purchase display 销售现场陈列free sample 免费样品push strategy 推动策略pull strategy 拉引策略product advertising 产品广告institutional advertising 企业广告informative advertising 告知性广告persuasive advertising 说服性

23、广告reminder advertising 提醒性广告Not sold on sales?Hi, I work in sales. not a great conversation opener, is it? Not like being a fighter pilot or a director of Medecins sans Frontieres, for example. Unfortunately, a job in sales cant quite shake off its unglamorous image or associations with something ra

24、ther dishonest. This all means recruitment problems for graduate employees. On the other hand, marketing a less direct way of selling a product is rather more popular as a career choice, and sounds better at dinner parties. Why? Susan Stevens, head of HR at Toshiba, believes that marketing retains a

25、n air of glamour and that graduates expect to work on creative campaigns with PRs and lots of jollies. But, on the other hand, sales means door-to-door work and cold calling. Yet this image is misleading. Sales professionals in the UK outnumber people in marketing by about 200,000. This is partly be

26、cause those who do fall into sales work realize it isnt anything like as awful as the myths suggest.Stevens says that Toshiba recently had to market its graduate scheme as a sales and marketing programme because we knew sales alone wouldnt attract people. The gamble paid off. Last year the majority

27、of recruits chose sales, including Ross Snowdon, a marketing graduate. Unlike marketing, sales is tangible. It has direct impact on a companys results. Its all about meeting people and communicating with different personalities.Part of the reason why graduates are often not interested in sales is be

28、cause it isnt seen as a profession. Clarissa Gent, a chemistry graduate and sales manager at Rackspace Managed Hosting, an IT support firm, says: Careers departments dont talk about sales and there is a lack of education about the different levels you can go to with it. I always thought marketing se

29、emed more attractive, but it wasnt the dynamic world Id imagined. Then I talked to people in sales and realized that it is possible to be passionate about it. It soon became apparent that I was much more suited to sales. Now I speak to customers every day in the buzz of a target-driven environment.

30、Its fantastic. Tom Moody, a commercial director for Proctor and Gamble, says that sales can be managing millions of pounds of business and making sure the customers happy. Its incredibly rewarding. Now theres a convincing sales pitch if I ever heard one!Not sold on sales“你好!我在销售部工作。” 这话来自一个不善于开场白的人。

31、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

32、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Rackspace Managed Hosting的销售经理。她说：“就业部

33、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) shake off its unglamorous image摆脱其乏味的形象。shake off摆脱，例如：shake

34、off responsibility摆脱责任。(2) associations with something rather dishonest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：unglamorous environment单调的环境。 (3) retain an air of glamour 显得很风光，retain an air of 带着的样子，例如retain an air of cheerfulness保持一种欢喜的样子。(4) sales means door-to-door wo

35、rk and cold calling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Getting promoted means more responsibilities and higher salary得到提拔意味着更多的责任和更高的薪水。(5) The gamble paid off. 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pay off意为“成功”，例如The advertisemen

36、t paid off. 广告取Whats that smell? David Van Epps opens his briefcase and touches several of the 72 bottles inside. Heres one youll like, he says, taking the top off one. He dips a paper strip inside and waves it under his nose, breathing in deeply. It smell of sugar and butter like the sugar cookies

37、(1)_. It also makes him think of money: sugar cookies is only one of 1,480 fragrances sold by Van Epps company ScentAir Technologies and used to improve brand identity. Fragrance is as much a marketing tool these days as a logo, a slogan or a jingle. Sony puts its customers in the mood for buying in

38、 its stores with the smell of vanilla and mandarin. At some Doubletree Hotels guests (2)_. And Proctor and Gamble has experimented with ScentAir scents to attract shoppers to displays in stores, says Van Epps. Whats better than having a brand people want to use because of fragrance?ScentAir first st

39、arted putting that attitude into bottles (3)_. ScentAir will change as much as &25,000 to create a custom blend, (4)_. This year turnover has quadrupled as more marketers use scents to distinguish their brands. Once a client selects a scent, ScentAir puts the liquid aroma in a cartridge that fits in

40、side a device with a fan which pushes the smell into the air. You control the strength with a dial. Monthly refills are &100 per device. Some companies want to make shoppers wait around longer in the hope they will spot something to buy. It seems to have worked at the Hard Rock Hotel in Orlando, (5)

41、_. Sales jumped 45% in the first six months after a ScentAir device was installed. Westin Hotels and Resorts contacted ScentAir for a white tea fragrance to put in its 127 properties. Added to this, the hotels have just started selling white teascented items, including $36 candles.Alan Hirsch of the

42、 Smell and Taste Treatment and Research Foundation in Chicago explains the reason (6)_. Smell has a greater impact on purchasing than everything else combined. If something smells good, the product is perceived as good. Theres LG Electronics (7)_, or the cherry smell from billboards advertising a ne

43、w shampoo from LOreal. All we need now is a PC that can pick up aromas from websites.那是什么味道？大卫范伊普斯打开他的公文包，倒是几个72瓶里面。 “这里有一个你会喜欢的， ”他说，服用顶掉之一。他逢低纸条内波是在他的眼皮底下，呼吸深。它闻到糖和黄油像糖饼干 （ 1 ）_的。这也让他想到钱：糖饼干是唯一的由Van艾普公司ScentAir技术销售和使用，以提高品牌形象1,480香水之一。香水是尽可能多的一种营销手段，这些天作为标识，口号或顺口溜。索尼把其客户的心情购买在其商店与香草和柑橘的香味。在某些Doubl

44、etree酒店的客人（ 2 ）_ 。和宝洁公司已经尝试了ScentAir气味，以吸引购物者显示在商店，说范伊普斯。 “有什么比拥有一个品牌的人想要的，因为香水的使用更好吗？ ”ScentAir第一次开始把这种态度成瓶（ 3 ） _ 。 ScentAir将改变不亚于及25,000创建一个自定义的混合， （ 4 ） _ 。今年的营业额翻了两番，随着越来越多的营销人员使用气味来区分自己的品牌。一旦客户端选择一个的香味， ScentAir放液体香气在一个适合的装置内配有风扇其推动的气味进气盒。您可以控制与拨号的实力。每月笔芯和100元的设备。有些公司希望让消费者等待的时间更长，希望他们会发现有得买。看

45、来Hard Rock酒店在奥兰多已经奏效， （ 5 ） _ 。销售在上半年增长45 安装一个ScentAir设备后。威斯汀酒店及度假村联系ScentAir的白茶清香把其127属性。再加上，酒店刚刚开始销售白色teascented项目，包括36美元蜡烛。在嗅觉和味觉治疗的Alan Hirsch酒店和位于芝加哥研究基金会解释原因（ 6 ） _ 。 “嗅觉比其他一切组合在购买了较大的影响。如果某样东西的味道很好闻，该产品被认为是不错的。 “有LG电子（ 7 ） _ ，或从广告牌广告欧莱雅新洗发水的樱桃气味。现在我们需要的是一台电脑，可以拿起香味从网站上。A. where the odour of w

46、affle-cones were released into the air to encourage visitors to an out-of-the-way ice cream shopB. that his grandmother used to make C. which typically includes more than six smells D. whose recently-introduced cell phone keypad was lavender-scented E. when it began twelve years ago F. why so many companies are now associating brands with a scent G. who walk around reception will get a whiff of a chocolate chip cookie凡华夫筒的气味被释放到空气中，以鼓励游客失的路一家冰淇淋店， B. ，他的祖母用来做C.通常包括六个以上四味，其最