英语翻译复习.doc

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 enterprise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 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-merce 电子商务
online ordering 网上订购
agent 代理商
petitor 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 interviewxx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
petitors’ tactics 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 buying 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
stimulus—response 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
motivation 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
peting product 竞争品
economic factor 经济因素
personal factor 个人因素
disposable personal ine 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)
substitute 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 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 product 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
convenience 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 strategy 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
mercialization 正式上市
framework 框架
feasibility 可行性
brainstorming 头脑风暴
petitive 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 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 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
petition-based pricing 以竞争为基础的定价法
oligopolistic industries垄断行业
break-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
cash 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-absorption 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 channels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-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 selling 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 can’t quite shake off its unglamorous image or associations with something rather 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 an 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 because those who do fall into sales work realize it isn’t 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 wouldn't attract people’. The gamble paid off. Last year the majority of recruits chose sales, including Ross Snowdon, a marketing graduate. ‘Unlike marketing, sales is tangible. It has direct impact on a pany’s results. It’s all about meeting people and municating with different personalities.’

Part of the reason why graduates are often not interested in sales is because it isn’t seen as a profession. Clarissa Gent, a chemistry graduate and sales manager at Rackspace Managed Hosting, an IT support firm, says: ‘Careers departments don’t talk about sales and there is a lack of education about the different levels you can go to with it. I always thought marketing seemed more attractive, but it wasn’t the dynamic world I’d 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. It’s fantastic.’ Tom Moody, a mercial director for Proctor and Gamble, says that sales can be ‘managing millions of pounds of business and making sure the customer’s happy. It’s incredibly rewarding.’ Now there’s 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。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xx。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 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 work 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xx。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 advertisement paid off‟. 广告取

What’s that smell?
David Van Epps opens his briefcase and touches several of the 72 bottles inside. ‘Here’s one you’ll 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’ (1)________. It also makes him think of money: sugar cookies is only one of 1,480 fragrances sold by Van Epps’ pany 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 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. ‘What’s better than having a brand people want to use because of fragrance?’
ScentAir first started 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 inside 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 panies 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)________. 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 Smell and Taste Treatment and Research Foundation in Chicago explains the reason (6)___________. ‘Smell has a greater impact on purchasing than everything else bined. If something smells good, the product is perceived as good.’ There’s LG Electronics (7)_________, or the cherry smell from billboards advertising a new shampoo from L’Oreal. 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Doubletree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 waffle-cones were released into the air to encourage visitors to an out-of-the-way ice cream shop
B. 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 panies 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，
其最近 - 推出手机键盘被薰衣草香味
E.当它开始十二年前

F.为什么这么多的公司正与香味相关联品牌
G.谁接待左右走会得到一个巧克力饼干味儿
BGECAFD