商务英语翻译

Unit 2

1 Red tape and other examples of government bureaucracy hinder a company’s entry into a market.

繁琐的手续及其他官僚作风的例子阻碍了公司进入市场。

2 In these days of increasing global integration, the task many international marketers face is not so much market entry as managing the marketing mix in different national markets.

在全球日益一体化的今天，各国际市场面临的任务与其说是建立各种市场准入问题，不如说是如何对不同的国际市场的营销组合的问题。

3 Some companies, however, do develop the same product for all markets regardless of existing local preferences.

无论如何，一些公司确实在所有的市场开发相同的产品，忽视了现有的当地客户的偏好。

4 Firms sometimes customize a product to every market; at other times they offer one standardized product everywhere; and sometimes they compromise and settle in the middle.

公司有的时候给不同的市场提供不同的产品，而有的时候则为所有的市场提供一个标准化的产品,有的时候则是妥协采用折中的解决方案。

5 The advent of the Internet and Intranets has the potential to accelerate the process of mining all markets for relevant information and for features that can be included in new products.

网络和局域网的来临,有可能加速了挖掘相关市场信息或用于新产品的特征这一进程.

6 When Citibank introduced its credit card in the Asia-Pacific region, it launched it sequentially and tailored the product features for each country while maintaining its premium positioning.

当花旗银行在亚太地区推出信用卡业务时，它在各个国家依次推出，并且在维持它的高端定位的同时，为每个国家度身打造了一些独特的产品特征。

7 The genuine Rolex watch is the same certified chronometer anywhere in the world; its positioning –as the timepiece for the elegant high achievers –is the same around the world, as is the advertising messages.

真正的Rolex在全球是一样的。就像她在广告中说的那样，不管在任何地方，它的定位都是成功人士。

8 The laboratories co-ordinate their efforts by looking at the possibilities of melding product ideas arising from different countries. 这些实验室通力协作寻求把生产于不同国家的关于产品的想法加以整合的可能性。

9 The product itself may have been developed with reference to observations of present and potential customers rather than conventional market research.

产品本身的开发应该依据对其现有的或潜在的客户群的观察，而不是

传统的市场调研。

10 A decision has been taken to use a standardized advertising theme

in these markets, although the copy of the advertisements and

language of the TV and radio commercials will be adapted to local needs.

在市场上用标准化的广告主题的决定已经被采取，尽管广告，电视语言和商业广播的抄袭已经被当地需求所接受。

Unit 4

1.The dramatic success gives the Finish Group, led by Chief

Executive Jorma Ollila, an obvious claim to membership of any

league ranking the world’s most respected companies.

巨大的成功让首执行官Jorma Ollila领导下的芬兰集团得以轻松的跻身于任何一个世界最受尊敬的公司的排行榜中。

2.Luck has played a part too: nobody quite realized a decade ago

that the mobile phone would move so quickly from being an

expensive status symbol to a popular mass-market product.

运气也起到一定作用,十年前没有人意识到移动手机发展会如此快的速度，从地位象征发展为大众化商品。

3.Back in 1992, shortly after Mr. Ollila took over as Chief Executive,

he wrote down the four phrases which he saw as the key to the