最新市场营销专业英语课文翻译.docx

1、最新市场营销专业英语课文翻译第三课SWOT分析【A】Before entering the marketplace it is essential（必要） to carry out（进行） a SWOT analysis. This identifies（识别，标识） the strengths and weaknesses of a product, service or company, and the opportunities and threats facing it. Strengths and weakness refer（指，参考，见，提到） to the product it

2、self and considered as internal factors. The external factors, referring to the marketplace, are opportunities and threats.在进入市场之前开展SWOT分析是必不可少的。这标志着一个产品，服务或公司的优势与劣势，以及面临的机会和威胁。优势和劣势是指产品本身，视为内部因素。外部的影响因素，指市场中的机会和威胁。This is a SWOT analysis of PetraServe, a company which runs motorway service stations

3、.这是一家名叫PetraServe的运作高速服务站的企业的SWOT分析。Strengths:优势Superior（高级） distribution network we have one of the best.高级分销网络 - 我们有最好的之一。We are the specialist（专业，专门） in long-distance petrol（汽油） needs for lorry（货车） and truck drivers we have experience, knowledge and skill.我们在为货车和卡车司机在长途中提供汽油方面很专业 - 我们有经验，知识和技能。Co

4、nsumers see us as a quality brand. Innovative（创新） loyalty program thats unique（独特） in the market.消费者看到我们的优质品牌。创新的忠诚度计划，在市场上独树一帜。We are a profitable（有利可图） company were making money.我们是一家盈利的公司我们赚钱。Highly recognizable brand.高认知度的品牌A global brand.一个全球性的品牌Weaknesses:劣势Undifferentiated offer（提供，开设） in ter

5、ms of basic product petrol is the same whatever the brand.在基本产品上提供的条件无差异不论什么品牌，汽油是一样的Lack of new products we need more.缺乏新产品我们需要更多Ineffective（无效）leverage（杠杆，利用） of specialist image we dont use our specialist image well. 无效利用专业形象我们没有利用我们的专业形象Inferior（下，劣质，弱） communication we could communicate better.

6、劣质沟通我们可以更好的沟通Damaged（损坏） reputation（声誉，名誉） for petrol and fossil （化石）fuels（燃料） they have a bad image. 汽油和化石燃料的声誉受损 - 他们有一个坏的形象。Consumer loyalty is weak.顾客忠诚度低Opportunities:机会Developing market for service station shop (confectionery（糕饼，糖果）, car maintenance（保养保持） products, etc.)发展服务站商店市场（点心，汽车保养产品等）Ga

7、p（间隙，差距） in the market: hybrid（混合） cars and electric cars will need fuel.市场缺口：混合动力汽车和电动汽车将需要燃料Huge potential（潜力） for growth there is a lot of room to expand（扩大） into new markets. 巨大的增长潜力有很大空间拓展新市场Threats:威胁Our main competitor is strong.我们的主要竞争对手很强大Price war in the fuel market is becoming more threat

8、ening all our competitors are cutting prices.燃料市场的价格战变得更具威胁我们所有的竞争对手都在削减价格。Emerging（新兴） trend（趋势） towards hybrid cars and electric cars.混合动力汽车和电动汽车是新兴的趋势Consumer fears（恐惧） about environment and pollution. 消费者担心环境和污染【B】Pat Albright is the senior marketing manager for Petra serve. Shes presenting（呈现）

9、her marketing strategy（战略） to the board. The strategy was shaped by the SWOT analysis above.Pat Albright是Petra serve的高级营销经理。她将她的营销站略呈现在电路板上，这战略塑造了上面的SWOT分析。We need to exploit（利用，开发） our strengths by making the most of our distribution network and loyalty program. If we can also build on strengths su

10、ch as our brand image and current （当前的）profitability, then itll be easier to address（讲话，发表）, or deal with, weaknesses such as the lack of new products. 我们需要利用我们在分销网络和忠诚度计划上的优势。如果我们还能再建立优势，比如我们的品牌形象和当前盈利能力，那么它会更容易解决或处理的弱点，如缺乏新产品。We need to anticipate（预知，预料） the threat of new hybrid cars and seize（把握，

11、抢占） the new opportunities this will bring in terms（条款） of providing（提供） service points for these cars. The potential price war in the fuel market poses（构成） a serious threat and we will need to minimize（最小化） the weaknesses this may create. Our sector（扇形，行业） is also under threat from the trend towards

12、 greater consumer concerns about the environment. But I believe we can create an opportunity by strengthening our communication and informing consumers about what were doing to preserve（保护，保留，保存） the environment.我们需要预见到新的混合动力汽车的威胁，并抓住新的机遇，这将带来长期为这些车提供维修点。燃料市场的潜在价格战带来了严重的威胁，我们需要将这些可能造成的弱势最小化。在更多消费者对环

13、境关注的趋势下，我们的行业也受到威胁。但我相信我们可以创造机会，通过加强我们的沟通并且告知消费者我们为保护环境都做了什么。第六课【A】 provides information for marketing students. Its website says the following about the micro environment:the following factors have a direct impact（碰撞，影响） on the company and its stakeholders: consumers, employees, shareholders and su

14、ppliers. The company has an influence（影响） over these factors.提供的信息用于市场营销的学生。它的网站上提到了微环境：下列因素对公司及其利益相关者：消费者，员工，股东和供应商有直接的影响。公司的影响超过这些因素。Consumers: A company must understand consumer needs and meet them.消费者：公司必须理解消费者的需求，并满足他们。Competitors: You must differentiate your brand from your competitors. 竞争对手：你

15、必须将你的品牌和你的竞争对手区别开。Employees: Employing the right people and keeping them motivated（动机） is essential. Training and development play a key role in the service sector.雇员：雇用合适的人，并保持他们的动力是至关重要的。在服务行业，培训与发展发挥了关键作用。Media: Positive or adverse（不利的，敌对的）(negative) media attention can seriously affect an organi

16、zation. Consumer programmes on TV and consumer magazines that people read have a powerful effect on the marketplace.媒体：正面或负面（消极）媒体的关注可能会严重影响一个组织。人们在电视上看到的消费节目和阅读的消费类杂志，可以在市场上产生强有力的影响。Shareholders: It is important to satisfy shareholders needs without harming the brand in the long term.股东：满足股东的需求而不损害

17、品牌长期发展是很重要的。Suppliers: Changes in the price or quality of raw（生，原） materials（物料）for example wood, or metals-will affect the marketing mix. Good relations with suppliers will make business easier.供应商：原始材料价格或质量的变化，例如木材或金属，会影响营销组合。与供应商的良好关系，使生意更容易做。【B】A STEP analysis(also known as a PEST analysis) look

18、s at sociological, technological, economic and political factors in the market environment on a macro（宏，巨大的） level often looking at a particular（特别，特定） country or region（区域，地区）. The relationship between the company and these factors is indirect（间接）. This is a STEP analysis for an online supermarket

19、in Britain.STEP分析（也被称为PEST分析）着眼于社会，科技，经济和政治因素的市场环境宏观层面上通常是在一个特定的国家或地区。公司与这些因素之间的关系是间接的。这是一家在英国的网上超市的STEP分析。Sociological factors: 社会因素Dominant（主导，统治） religions（宗教）: Mainly Christian（基督教）,with significant（重大意义，显著，象征） minorities（少数，小部分） in some regions.主要宗教：主要是基督教，在一些地区少数人显著。Special diets in some areas

20、:某些领域的特殊饮食习惯：Leisure（空闲，闲暇） activities: Watching TV, cooking, socializing.休闲活动：看电视，烹饪，社交。Gender roles: Now that younger men shop as much as women, we need to target（目标） both sexes equally.性别角色：现在年轻男装店和女装店一样多，我们需要男女平等。Birth rates: Birth rates are continuing to decline（下降，落下）, with fewer babies born e

21、very year.出生率：出生率持续下降，每年出生的婴儿较少。Average life expectancy（期待）：This is increasing so we should think about products for older customers.平均预期寿命：平均寿命增长，所以我们应该想想给老年客户的产品。Attitudes to foreign products: Consumers like to experiment with foreign food and drink.国外产品的态度：消费者喜欢体验国外的食品和饮料。Opinions on environmenta

22、l issues: We should use only recyclable（可回收） packaging and hybrid-fuel delivery（传递，运送，分娩） vans（货车）.环境问题的意见：我们应该只使用可回收的包装和混合燃料的送货车。Technological factors：科技因素Innovation and technological advances:创新和技术进步Production: New product lines and product types are continually coming onto the market.产品：新产品线和产品种类

23、正在不断进入市场。Offer: We now offer a new service-ordering by mobile phone.提供：我们现在提供的新服务通过手机订购。Distribution（分配，派发）: Online ordering has changed the way supermarkets operate. We no longer need actual shops.配货：网上订购已经改变了超市的运作方式。我们不再需要实际的店铺。Communication with consumers: Broadband（宽带） internet connections make

24、it possible to include more product photos on our site. We could even think about adding video.与消费者的沟通：宽带互联网连接，让我们的网站上涵盖更多的产品照片成为可能。我们甚至可以加入视频。Economic factors:经济因素The economic forecast is good:经济预测是好的Interest（利益，利息） rates: stable（稳定） at 5%利率稳定在5Unemployment rate: less than 9% of people are out work

25、.失业率：小于9的人外出工作。GDP (Gross（合计） Domestic（国内） Product): Growing steadilyGDP（国内生产总值）：稳步增长Political factors政治因素Political stability: very good. Consumers feel relaxed about the political situation and ready to use consumer credit.政治稳定：非常好。消费者感到放松的政治局势，并准备使用消费信贷。New tax/business legislation（法律，法规，立法）: No c

26、hanges to the law for our business sector in the near future.新税务/商业法例：在不久的将来我们业务部门的法律不会改变。International trade agreements: We can import（进口） products from the EU without paying extra import duties.国际贸易协定：我们可以从欧盟进口产品，而无需支付额外的进口关税。第九课【B】The graph shows consumer ratings（评级） of the product over a ten-yea

27、r period（时期，某一时代）. You can see that after the launch（发射，发起，发动） of the product the ratings rose to 33%. The trend was stable until the arrival of a major competitor in the market. This led to a slight（轻微） fall in approval（赞同） ratings. The relaunch（重新开张，重新启动） of the brand invigorated（刺激，振兴，使健壮） the pr

28、oduct and so you can see ratings rising to 60%, the ratings doubled. However , reports in the national press（全国新闻） have had a negative effect on the brand image and approval ratings have plummeted（骤然跌落）. Compared to the same period last year, a significantly（数量大，显著） higher number of consumers have a

29、 low opinion of the product and the brand image. The percentage（比例） of dissatisfied（不满意的） respondents（调查对象） has trebled（成三倍）. Although this seems to be very negative, your initial（最初的） guesstimates（粗略估计）, your predictions（预测） before you had the figures（轮廓，数字，计算）,were much worse. 该图显示了这个产品10年间的消费者满意度

30、。你可以看到的产品推出后，产品满意度上升到33。目前稳定的趋势将持续到市场上主要竞争对手到来。这导致了支持率略有下降。将产品重新投放市场使品牌重生，所以你可以看到支持率上升到60，翻了一番。然而，在全国媒体的报道已经对品牌形象产生了负面影响，支持率一落千丈。去年同期相比，有着更大的消费者数量和更低的产品评价和品牌形象。受访者不满意的比例已经翻了三倍。虽然这似乎是非常消极的，你最初的粗略估计，在得到数字前的预测，更糟糕。第十课【A】Idea generation点子时代Idea generation（一代，时代） is the systematic（系统的，有规则的） search for ne

31、w product ideas. It is the first step in the new product development (NPD) process（过程，工序，处理）.NPD is essential for companies to stay competitive. Ideas for product innovation can come from many sources（来源）for example, internal brainstorming, distributors（分销商）, or increasingly from customers. Many com

32、panies are adopting a customer-driven or customer-centric marketing approach（靠近，方法，途径）, focused on identifying（识别，认出，支持） customer demands（要求，查问，想知道）(what customers are asking for) and understanding consumer needs(what customers require（要求，规定） to solve a particular problem). Market research techniques are used to identify gaps in the market.点子时代，是系统地搜寻新的产品理念。它是新产品的开发（