商务英语翻译课件董晓波 ISBN9787566302427 PPTUnit 15 市场营销.ppt

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1、Unit15MARKETINGCONTENTSTeachingAimsPassageOnePassageTwoDrillsTEACHINGAIMSAfterstudyingthisunit,youarerequiredto:1.Haveasoundunderstandingaboutthemarketing.2.Translatetheprofessionallanguageofthemarketing.3.Getholdofthetranslatingmethodsandskillsofsomesen

2、tencesandparagraphsrelatingthemarketing.4.Masterthedifficultwordsandexpressions.PassageOneStandardizedMarketingStrategyQUESTIONSWhatdoesanassessmentoftheprosandconsofstandardizationdependupon?Whatareasdotheadvantagesofastandardizedmarketingstrategyliemain

3、lyin?Whatisthekeycomponentofthemarketingstrategy?Andwhatcomponentscanitbedividedinto?PassageOnePreviewWhenafilmentersanewnationalmarket,itusuallymustdeterminewhetheritshouldmodifyitsmarketingstrategytofitlocalmarketconditions.Thefollowingquestionsneedtobe

4、answered.Doestheproductitselfneedtobechanged?Areexistingsalespromotionandadvertisingcampaignsapplicabletothenewmarket?Shouldthetypeofdistributionnetworkusedinthefirm’sotherforeignmarketbereplicatedinthenewmarket?Thereisnoeasyanswertoanyofthesequestions.Ho

5、wever,thestandardizationofmarketstrategyacrossnationalmarketsisonepotentiallyeffectiveapproach.PassageOneReadingComprehensionReadthefollowingsentencesanddecidewhethertheyaretrue（T)orfalse（F)．1.Ifthefirmutilizesthesameadvertisingthemeforallofitsnationalmar

6、kets,totaladvertisingcostscanbereductedsignificantly.()2.Thecreativepresentationiswhattheadvertiserssay.()3.Marketingideasthatworkedinonecountrymayworkinanother.()FTTPassageOneReadingComprehension4.Thebenefitofcostreduction,ofcourse,isthattheymakethefirm’

7、sproducts,whethersolddomesticallyorinternationally,moreprofitable.()TPassageOneNotesThefollowingquestionsneedtobeanswered.Doesyheproductitselfneedtobechanged?Areexistingsalespromotionandadvertisingcampaignsapplicabletothenewmarket?Shouldthetypeofdistribut

8、ionnetworkusedinthefirm’sotherforeignmarketbereplicatedinthenewmarket?Thereisnoeasyanswertoanyofthesequestions:公司需要回答下列问题：产品本身需要改进吗？现存的促销和广告活动在新市场适用吗？适用于公司其他外国市场的营销网络能再次在新市场适用吗？上述任何一个问题都不好回答。“replicate”这里不能译成“复制”，应意