Unit Eighteen Marketing Real Estate
English for Construction Project Management
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promotion n (为推销商品而做的)广告宣传,促销,推销活动dominant a 占优势的,统治的,支配的mortgage n 抵押,抵押借款feedback n 反馈,反应burglary n 入室行窃brochure n 小册子
Words and Expressions
Unit Eighteen Marketing Real Estate
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flyer n 单页广告(常夹在报纸中分发),传单 open house n 样板房specific advertising 某一特定物业的广告name advertising (公司)名称广告institutional advertising 行业广告classified advertising 分类广告
Unit Eighteen Marketing Real Estate
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up-to-the-minute a 最新的,最近的
booklet n 小册子
home show 房展
waiting room 等候室,候诊室
motel n 汽车旅馆
Unit Eighteen Marketing Real Estate
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English-Chinese translation
1. marketing real estate 房地产市场营销
2. real estate broker 房地产经纪人
3. specific advertising 特定对象广告
4. name advertising 名称广告
5. institutional advertising 行业广告
Unit Eighteen Marketing Real Estate
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6. 无效合同 invalid contract
7. 分类广告 Classified
advertising
8. 广告媒体 Advertising Media
9. 样板房 open houses
10. 房展 home shows
Unit Eighteen Marketing Real Estate
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Marketing is the process of planning and
executing the conception, pricing, promotion,
and distribution of ideas, goods and services to
create exchanges that satisfy individual and
organizational objectives.
本句中 process of 后的四个并列部分分别是:planning and executing the conception ; pricing ;
promotion ; 以及 distribution of ideas, goods and
services.
Unit Eighteen Marketing Real Estate
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全句可译为:市场营销是计划并执行(营销)理念、定价、促销以及传播想法、商品、服务的过程,以满足个人和组织的交换需求。
Unit Eighteen Marketing Real Estate
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The agent is trained to screen prospective
buyers, whereas the homeowner selling on her
own would be subject to visits of people who are
just looking or possibly even persons evaluating
the house for future burglary.
本句中, screen 表示“筛选、挑选”; whereas 表示转折,为“然而,但是”之意; be subject to 为“受支配,从属于,常遭受…”等之意。
Unit Eighteen Marketing Real Estate
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全句可译为:房屋代理商对于如何筛选预期购买人训练有素,而亲自卖房的个人业主就要承受很多人来上门看房,而这些人可能仅仅只是看看而已,甚至有的还是来对房子估价以图今后入室行窃的。
Unit Eighteen Marketing Real Estate
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Since potential buyers are interested in
up-to-the-minute information on available
property, the daily newspaper serves the
broker well.
本句中 up-to-the-minute 表示“最新的,最近的”之意。 daily newspaper 指“日报”。全句可译为:由于潜在购房人关注的是房源的最新信息,因此日报能很好地服务于经纪人的需要。
Unit Eighteen Marketing Real Estate
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Some brokers maintain connections with a
referral network of brokers in other cities to get
contacts with potential buyers before their
families actually visit the community.
本句中, referral 原指“提名,推举,被推举的人”等,在此指房地产交易中的被介绍人。 a referral
network 指房地产的房源信息网络。全句可译为:一些房地产经纪人和其他城市房地产中介咨询网保持着联系,以便潜在客户上门看房之前就开始与他们进行接触。
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Comprehension Exercises
1. Why are home owners who try to sell for themselves often not successful?
The dominant reasons that home sellers turn to
real estate brokers rather than trying to sell their
property on their own are that they need technical
assistance and they are hesitant to take risks.
Many have difficulty making a decision as to the
price to ask and they want advice in preparing their
homes for showing.
Unit Eighteen Marketing Real Estate
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2. According to the research of real estate business, how many people among 6 come into contact with a broker in the buying process?
Research indicates that about five out of six
home buyers come into contact with a broker
in the buying process.
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3. Which activities does the real estate promotion include?
Selling is aided by promotion, which includes
activities such as advertising, public relations,
holding open houses, and distributing
brochures or publications.
Unit Eighteen Marketing Real Estate
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4. Which are the kinds of advertising and
what are their objectives respectively?
Advertising can be classified as specific advertising, name
advertising, and institutional advertising.
Specific advertising promotes individual parcels of real
estate or particular services. The objective is to sell or rent a
specific property described in the ad or to secure customers
for the broker’s services. Specific advertising usually appears
in newspapers, brochures, or flyers.
Unit Eighteen Marketing Real Estate
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The second category is name advertising. The purpose of
name advertising is to display the name of the firm
before the public. This advertising aims to enhance the
firm’s reputation and image in the eyes of potential
home buyers or sellers.
Institutional advertising aims to create a favorable
public opinion toward the real estate brokerage business.
It is intended to influence public opinion so that potential
sellers or buyers will select a broker rather than sell or
buy on their own.
Unit Eighteen Marketing Real Estate
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5. What are the advertising media that suitable for real estate brokers?
Newspapers are the most widely used medium
for advertising by real estate brokers.
Other advertising media suitable for real
estate brokers’ ads are magazines, radio,
television, outdoor signs, booklets, home shows,
and other displays.
Unit Eighteen Marketing Real Estate
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bubble n 泡沫mortgage n v 抵押bust n 萧条,破产,不景
气monetary a 货币的,金融的engulf v 吞没fraud n 骗子,欺骗,诈欺foreclose v 排除,取消抵押品的赎
回权
Reading Material
Unit Eighteen Marketing Real Estate
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securitization n 证券化curb n 抑制,束缚,勒马绳;边石,路缘margin n (时间,金钱 )富余,利润,页边空白,边缘prick v 刺,穿,受责备 n. 扎,逗点,锥quota n 配额,限额subprime n 次优级抵押贷款