Marketing and Promotion

Unit Eleven

Unit Objectives

After studying this unit, you should understand the rules and tactics of

paraphrasing. find ways to improve your interpreting skills

and performance. master the basic words and expressions

about marketing and promotion. know some cultural background knowledge

about marketing and promotion.

Preparing --Warm-up Exercises

Paraphrase the following sentences into English in at least three forms:

1. 中国是社会主义国家，它的发展不会对其他国家构成威胁。

As a socialist country, the development of China will constitute no threat to other countries.

The socialist nature makes it impossible for China, even when developed, to pose any threat to others.

China will not be a threat to other countries when it becomes developed itself, because it is a socialist country.

2. 我今天准备的题目是美国的外交政策对中美关系的影响。

My topic/The title of my presentation today is the impact of American foreign policies on Sino-US relationship.

Today I am going to talk about the implication of American foreign policies on Sino-US relationship.

Today I am going to discuss how the American foreign policies influence Sino-US relationship

Preparing --Warm-up Exercises

3. 直到 15 世纪以前，中国的科学技术在世界上保 持了千年的领先地位。

China’s science and technology had been in a leading position in the world for 1,000 years until the 15th century.

China had been a world leader in science and technology for 1,000 years until the 15th century.

China had been leading the world in science and technology for 1,000 years until the 15th century.

Preparing --Warm-up Exercises

4. 中国的潜在市场同国外的先进技术和资金优势结合起来，就能形成众多的发展机遇和强大的发展活力。

China’s potential market, once combined with foreign advanced technology and capital, will produce many opportunities and great vigor for development.

Once China’s potential market is combined with foreign advanced technology and capital, it will produce many opportunities and great vigor for development.

The combination of China’s potential market with foreign advanced technology and capital will generate many opportunities and great vigor for development.

Preparing --Warm-up Exercises

5. 从美国的外交决策看，我看到了四个方面的问题。 In terms of America’s foreign policy making, I see proble

ms in four aspects. There are four areas which are problematic in America’s

foreign policy making. Looking at America’s foreign policy making, I find four is

sues.

Preparing --Warm-up Exercises

6. 中美两国人民的友好交往，已有 200 多年的历史。 The friendly exchanges between the Chinese and American

peoples enjoy a history of more than 200 years. The friendly exchanges between the Chinese and American

peoples date back to more than 200 years ago. The Chinese and American peoples started friendly exchang

es more than 200 years ago. The Chinese and American peoples have enjoyed a history

of friendly exchanges for more than 200 years ago. The friendly exchanges between the Chinese and American

peoples started more than 200 years ago.

Preparing --Warm-up Exercises

Preparing --Skills Presentation

Encoding Training (II): Paraphrasing

Paraphrasing and Interpreting Rules of Paraphrasing Categorization 1. No Omission of the Facts 2. No Change or Alteration of Facts 3. No Slanting of Attitude

Tactics of Paraphrasing1. Change of Parts of Speech. 2. Change of Sentence Structure.

3. Break up the Long Sentence into Several Short Ones

Preparing --Phrases Interpreting

A. English to Chinese 1. market segment 2. marking budget3. networks for sales and service4. market demand5. brand recognition6. listed companies7. distribution channels8. mergers and acquisitions9. marketing mix 10. selling line

1. 分块市场 2. 营销预算 3. 售后服务网络4. 市场需求 5. 品牌认可 / 认同 6. 上市公司 7. 销售渠道 8. 兼并与收购，并购 9. 销售综合方法，销售策

略 10. 销路

Preparing --Phrases Interpreting

B. Chinese to English

1. 专营商店 2. 促销预算 3. 优质品牌 4. 市场准入 5. 售价，时价 6. 销售季节 7. 销售策略 8. 试销 9. 畅销货 10. 很有销路

1. specialty shop 2. promotion budget 3. premium brands 4. access to market 5. selling price 6. selling season 7. marketing mix 8. trial sale, test sale, test

market 9. salable goods 10. to have a strong footing

in a market

Preparing --Sentences Interpreting

A. English to Chinese

1. 我认为你们的产品可以使你们胜过竞争对手。 2. 专利的情况会在说明竞争产品时一并提出。3. 那种产品好像就是我们所想要的。4. 我确信这种产品有各种你所要的款式5. 这种产品的真正优点之一就是高质量和小体积。

B. Chinese to English

1. No one can match us so far as quality is concerned.

2. They've met with great favor home and abroad.

3. All these articles are best selling lines. 4. Our product is competitive in the internati

onal market.5. Our product is lower priced than the comp

etition.

Text A

Friends in life 生活之友 Cloth fabrics 布料 Weave 纺织 Excavation 发掘，挖掘 A garment of plain silk gauze 素纱丝绸单衣 Chinese-style frock 旗袍 Texture 质地 Homespun cloth 土布 Porous 透气的 Synthetics 合成纤维

Performing --Decoding (Note-taking)

Performing --Memorizing (Story-retelling)

Listen to the recordings of Text A again. Try to catch more details and improve your notes. Then retell the speech in your own words with the help of your notes.

Performing --Encoding (Message Reconstructing)

女士们，先生们： ……

中国丝绸闻名于世，它的纺织历史已有两千多年。 1972 年，湖南长沙发掘出一批文物。这批出土文物中有一大批汉代衣裙，其中有一件素纱丝绸单衣，保存完好无损。令人难以置信的是，它薄如蝉翼，轻若烟云，仅重 49 克，真是一件稀世之宝。

丝绸不仅丰富了当时人们的生活，也开通了中国与欧洲以及西亚国家之间著名的“丝绸之路”。几千年过去了，丝绸在当今的市场上仍很流行。你几乎可以买到丝绸做的任何东西：帽子、领带、钱包、男女衬衫、旗袍、连衣裙等。各式各样丝织品的颜色、款式和质地足以满足所有人的爱好和需要。

……

Performing --Coordinating (Field Interpreting)

1. marketing plan 2. market opportunity3. image4. marketing mix

1. 营销计划 2. 商机3. 形象4. 营销组合

Packaging --Interpreting and AssessmentPackaging --Interpreting and Assessment

1. 国际化2. 海外市场 3. 低价产品4. 国内市场5. 总销售额6. 税前利润7. 销售目标 8. 通货膨胀

1. internationalize2. overseas market3. low-priced

products4. home market 5. total sale6. pre-tax profit7. sales 8. inflation

Packaging --Interpreting and AssessmentPackaging --Interpreting and Assessment

Packaging -- Feedback and Comments

Aims of this Unit

Student’s Feedback

Teacher’s Comments

The candidate has met the standard, knowledge and skill requirements.

Candidates: ___________________ Date ___________________Assessor: ____________________ Date ___________________

Assignment --Simulation Exercises

Role-play the following situations with your partners, acting as the Chinese speaker, English speaker and the interpreter respectively. One group will be invited to perform in class.

Situation A You represent a clock company. Your product is a wall clock, which is an authentic reproduction of the famous 19th century wall clocks. Your clock features are: Polished octagon-shaped pine with cherry wood finish, polished brass pendulum, large black Arabic numerals on white dial face behind brass-trimmed glass door, quartz-controlled movement, battery operated, accurate within 30 seconds a year. Make interpretations with your partners. One will promote the product in Chinese or English, while the other will do the interpretation. Pay special attention to the expressions used to promote products.

Situation A You represent a clock company. Your product is a wall clock, which is an authentic reproduction of the famous 19th century wall clocks. Your clock features are: Polished octagon-shaped pine with cherry wood finish, polished brass pendulum, large black Arabic numerals on white dial face behind brass-trimmed glass door, quartz-controlled movement, battery operated, accurate within 30 seconds a year. Make interpretations with your partners. One will promote the product in Chinese or English, while the other will do the interpretation. Pay special attention to the expressions used to promote products.

Situation BYou represent a furniture company. Your latest product is called the ‘President’s Chair’. Your product is made of stain-proof fabric with genuine leather trim, gas powered lift, and super-smooth ball casters. It has strong welded construction and is suitable for both home and office use. It also has many choices of colors and unconditional guarantee for full year. Special price: $199.99. Make interpretations with your partners. One will promote the product in Chinese or English, while the other will do the interpretation. Pay special attention to the expressions used to promote products.

Situation BYou represent a furniture company. Your latest product is called the ‘President’s Chair’. Your product is made of stain-proof fabric with genuine leather trim, gas powered lift, and super-smooth ball casters. It has strong welded construction and is suitable for both home and office use. It also has many choices of colors and unconditional guarantee for full year. Special price: $199.99. Make interpretations with your partners. One will promote the product in Chinese or English, while the other will do the interpretation. Pay special attention to the expressions used to promote products.

Points to Remember

Paraphrasing is the restatement of a text or utterance, giving the same meaning in another form.

When interpreters get stuck and cannot find the “right word” or phrase to continue the interpreting, paraphrasing might help them.

In order to achieve the expected results, the interpreter must abide by three rules while paraphrasing: No omission of the facts; No change or alteration of facts and No slanting of attitude.

The three paraphrasing tactics recommended in this unit are especially useful when training as an interpreter: Change of parts of speech; Change of sentence structure and Break up the long sentence into several short ones.

练习题

1First of all, he should know what kind of personal characteristics the interviewer is looking for? Risk-taking? Entrepreneurial spirit? A team player? Then take note of the personality traits that are encouraged and rewarded and think about t company culture. Asking this question early in the interview also allows you to incorporate these sought-after characteristics into your answers. 答案 :Open