商务翻译考试复习资料.doc

_1.a great variety of models 款式多样2.vivid and great in style 款式活泼端庄3.up-to-date styling 款式新颖4.elegant appearance 美观大方5.attractive and durable 美观耐用6.bright in color 色彩鲜艳7.to be highly praised and appreciated by the consuming public 深受消费者的欢迎和好评8.professional design 设计合理9.bright and translucent in appearance 外观色泽透明10.agreeable taste味美可口11.畅销全球 selling well all over the world12.典雅大方 elegant and graceful13.方便顾客 making things convenient for customers14方便生活 bringing more convenience to the people in their daily life 15各式俱全 wide selection; large assortment16.顾客第一 customers first17.顾客是我们的上帝 we take customers as our Gods18.规格齐全 a complete range of specifications; complete in specifications19.花样繁多 a wide selection of colors and designs20.货色齐全 goods of every description are available广告2 1、Light as breeze, soft as cloud (服装广告）译文：轻飘飘如微风，软绵绵似彩云。 2、Cool as a mountain stream.Cool as fresh Consulate (Consulate 香烟)译文：凉如高山溪流爽似 Consulate 香烟。3、 Sophisticated, sweet-to-drink Pink Lady (酒）译为：高级、可口的粉红佳人。4、 Life is a journey. Travel it well. 人生如旅程,应尽情游历. 5、 We are proud of the birthplaces of our children, the grapes of Almaden. (葡萄酒广告）我们为孩子们的出生地而自豪Almaden的葡萄酒。6 The unique spirit of Canada. spirit 译法：别具风味的加拿大酒，独特的加拿大民族精神。7、 Take Toshiba, take the world. (Toshiba广告)东芝在手，世界在握。8 When youre sipping Lipton, youre sipping something special.当你在品抿立顿果茶时，你是在品抿非凡的茶。9 Better connections create better understanding. And that makes a better world. 沟通更顺畅，了解更深入，世界更美好。10 Where there is a mountain, there is a road; where there is a road, there is Toyota.有山必有路，有路必有丰田车。11、Go with the flow. Soft, swaying shapes, so right for summer. 紧随潮流，柔软摇曳的形态，夏天穿着是如此舒适。12、 Come for price. Stay for service。购时价格公道，售后服务周到。 13.方寸之间，深情无限。（集邮杂志的广告语） On these tiny postage stamps Philatelists friendship “franks”14为您提供美，为您提供乐，为您提供爱，为您提供趣。（故事会杂志） It gives you beauty. It gives you joy. It gives you love. It gives you flin.15皮张之厚无以复加，利润之薄无以复减。（某皮鞋的广告语） The leather we use is quite thick; the profit we make is fairly thin.16 成功之路，从头开始。（飘柔洗发水） Start Ahead.17 海尔，中国造。Haier, the Chinese-made.18 运动休闲，我行我速。（CBA运动休闲系列）Go my own way.19 “Imagination at Work”In 2003, GE faced a new challenge: how to promote its brand globally with a unified message. GE launched a major new campaign, “Imagination at Work”，which earned it the 2003 B2B Best Award for a top integrated campaign. The purpose of the campaign was not simply to create warm feelings” for the company，but to achieve real business results. The campaign promoted GEs B2B units such as GE Aircraft Engines, GE Medical Systems, and GE Plastics. The goal was to unify these divisions under the GE brand while giving them a voice. The new campaign highlights the breadth of GEs product offerings. GE spends some $150 million on corporate advertisinga large sum, but a sum that gains efficiencies by focusing on the core GE brand. The challenge with creating a unified message was that each GE business had to fit with that brand image. GE chose “Imagination at Work” because it portrayed the innovation inherent in all its wide-ranging products. While the campaign unites all the GE business units，GEs success rests on its ability to understand the business market and the business buying process. GE puts itself in the shoes of its business customers. Consider, for example, its approach to pricing its aircraft engines. One would expect GE to charge a particular price for a particular engine type. But GE is aware that for the customer, purchasing an aircraft engine is a multimillion-dollar expenditure ($21 million for each large engine). And the expenditure doesnt end with the purchase of the enginecustomers (airlines) face substantial maintenance costs to meet FAA guidelines and ensure the reliability of engines. So in 1999, GE pioneered a new pricing option. The concept, called “Power by the Hour”，gives its customers an opportunity to pay a fixed fee each time they run the engine. In return, GE performs all of the maintenance and guarantees the reliability of the engine. GE gives its customers a lower cost of ownership of the GE aircraft engine. 工作中的想象力 2003年，通用电气面临新的挑战如何提升其全球一致的品牌形象。通用电气发起了一 场重要的新运动 “工作中的想象力”，这项活动获得了 2003年度B2B最佳综合活动奖。 这项活动不仅为公司创造了“温暖的感觉”，更为公司赢得了实实在在的商业效果。活动促进 了一些B2B业务单元，如通用电气飞机引擎、通用电气医药系统和通用电气塑料分公司的工 作。活动的目标是在给予这些分公司发言权的同时，在通用电气的品牌下将它们统一起来。这 项新活动同时拓展了通用电气产品的宽度。 通用电气在公司广告宣传上花费了 1.5亿美元，那是一笔巨大的费用，但这笔支出使得通用电气的核心品牌更受关注，从而获取了效益。创建统一品牌的挑战使得通用电气所有的 业务契合其品牌形象。通用电气选择了 “工作中的想象力”，是因为它描绘了根植于通用电气 大范围产品中创新精神。 这项活动整合了通用电气的业务单元,公司的成功还依赖于其对市场以及商业釆购流程 的理解能力。通用电气设身处地地替客户着想。比如通用电气对其飞机引擎的定价方式。人们 可能料想通用电气对特定类型的引擎给出特定的定价。然而，通用电气很清楚，对客户来说， 购买一架引擎是一项数百万美元的支出（一台大型引擎价值2,100万美元），而且这项支出在 购买引擎后并没有结束，客户（航空公司）还要面对维护保养支出以符合联邦航空局的准则和 确保引擎安全可靠。因此，在1999年，通用电气首创了一项新的定价选择权。这就是“按 时论价”的构想。这使得顾客有机会按其每次使用引擎的时间支付固定费用作为回报， 通用电气承担所有引擎后续的维护保养费用并确保引擎安全可靠。通用电气使得客户可以以一 个较低成本拥有飞机引擎。20After being considered an unprofitable stepchild of the Disney empire, the Disney Channel has become the companys cash cow solely from its ability to reach the underserved tween market“一 the 29 million 8 to 14-year-oldsand leverage its success through Disneys other divisions. In 2000, on the lookout for hip programming that would appeal to both tweens and their parents, the Disney Channel cast a then-obscure 12-year-old in the title role of a new weekly series, Lizzie McGuire. This sitcom about an everyday middle-schooler became a huge hit, and a year later Disney began running it on Saturday mornings on ABC, another Disney property. Then, in 2002, Disney unleashed a continuous stream of Lizzie spinoffs: Disney Press began publishing Lizzie books; its Buena Vista Music Group released the soundtrack for the series, which went platinum the following July; and Lizzie began airing every single day on the Disney Channel. That same year Disneys consumer products division began marketing everything from Lizzie dolls and sleeping bags to Lizzie pencils and notebooks. The Lizzie franchise has probably earned Disney about $100 million. 迪斯尼频道从前被人当作是一个迪斯尼帝国里无法盈利的后娘养的孩子，而如今它已经成为 公司的现金奶牛，这源于其有能力深入从前被忽略的“少年儿童市场”2900万美元规模的8 至14岁少年儿童市场，并利用迪斯尼其他部门杠杆效应取得了成功。在2000年，为了吸引少年 儿童和他们的父母，迪斯尼频道以12岁左右的一个孩子为主题拍摄了一部每周播放的新电视连续 剧莉齐麦圭尔。这部关于日常生活中的中学生的情景剧取得了巨大的成功。一年以后，迪斯 尼开始在美国广播公司的星期六早间时段播放该剧，这成为迪斯尼的又一特色。2002年，迪斯尼 启动了莉齐的后续项目.迪斯尼出版公司开始出版莉齐的书籍：公司旗下的比尤纳维斯特音乐集 团发布了连续剧的唱片，7月份达到白金唱片的销量；同时莉齐麦圭尔在开始每天在迪斯 尼频道播放。同年，迪斯尼消费者产品部开始销售各种莉齐产品：从莉齐玩具娃娃和睡袋到莉齐 铅笔与笔记本。莉齐特许授权收入大概为迪斯尼公司赚了1亿美元。21 Brics: summit vision 金砖峰会的愿景The end of the pax romana was followed by centuries of trouble in Europe. The Brics nations are determined that the transition from the global pax americana to a new world order will be more successful. Thursdays declaration after their summit in the Chinese resort of Sanya affirms that China, India，Brazil, Russia and new member South Africa will take the lead in the “development of humanity”. The emerging powers are better placed for success than the barbarian tribes that felled the Roman Empire were. The Brics are taking advantage of valuable legacies: the tools of economic growth and what the declaration calls the “universally recognized norms of international law”. The emphasis on co-operation shows that these developing nations understand how little they have to gain from too much assertiveness.Still, the desire to shake off the old hegemony is almost palpable. The declaration calls for a larger role for developing countries in international forums. It also condemns 4tthe inadequacies and deficiencies” of global finance and the “excessive volatility in commodity prices. Unfortunately, it is easier to complain than to repair and recreate. One troubling legacy of the worlds financial deficiencies is high inflation rates: 5.4 percent in China and 9 percent in India (compared with 2.7 percent in the US and the eurozone). The Brics are struggling to deal with this threat. China has announced tough price controls, usually a policy of desperation. The Sanya declaration does not specify11 what the “sound development” of markets and banking might entail . Any policy experiments are likely to be divisive. The Brics group will have to balance the interests of its members: three commodity exporters and two importers of commodities. Todays rich countries will have to get used to obeying rules they played little part in shaping. For all the good intentions, this global transition is likely to be messy.罗马帝国统治的盛世结束之后，欧洲的困境延续了几个世纪。金砖国家坚信，从“美国 统治下的盛世”过渡到世界新秩序将会取得更大的成功。上周四金砖国家在中国旅游胜地三亚 举行了峰会，会后发表了宣言，宣告中国、印度、巴西、俄罗斯和新成员南非将引领“人类的 发展”。 比起推翻罗马帝国的野蛮部落，这些新兴大国拥有更大的成功机会。金砖国家正在利用 一些宝贵的“遗产”：经济增长的工具，以及宣言所称的“公认的国际法准则”。对合作的强调 表明，这些发展中国家明白，独断专行的作风收效甚微。不过，动摇旧霸权的渴望仍然十分强烈。宣言呼吁发展中国家在国际论坛上发挥更大的 作用，并批评国际金融体系存在的“缺陷和不足”以及“大宗商品价格的过度波动”。 遗憾的是，抱怨总是比修复和重建更容易。国际金融体系缺陷造成的令人不安的一个后 果是高通胀：中国和印度分别是5.4%和9% (而美国和欧元区为2.7%)。金砖国家正在艰难应 对这一威胁。中国已经宣布了严厉的价格控制措施这通常是绝望之下的无奈之举。三亚宣言并没有明确说明，“健康发展”的市场和银行业是什么样子。任何政策试验 都可能产生分歧。金砖集团将不得不平衡各成员国的利益：三个大宗商品出口国和两个大宗商 品进口国。当前的富国将不得不习惯于遵守自己没有怎么参与制定的规则。尽管愿望是良好的， 但这种全球转变可能会混乱不堪。22 参展商比亚迪汽车销售有限公司比亚迪股份有限公司成立于1995年，2003年香港上市的比亚迪跻身为全球第二大充电池制造商(rechargeable battery manufacturer)，同年组建比亚迪汽车有限公司，拥有IT和汽车两大产业群的比亚迪在广东、北京、上海、天津和西安等地区建有七大生产基地。目前，比亚迪汽车己建成规模庞大的产业基地。短短四年之间，模具、研发、整车制造（mold, R&D and vehicle manufacturing）等飞速发展。其中，比亚迪汽车F系列已经成功研发出F3, F3R, F6,F0, F3DM等车型。在未 来几年，将打造出F,S，M全系列产品线，在发展传统燃油车（traditional gasoline）的同时，将大力推进双模电动车和纯电动车（Dual Mode hybrid electric vehicles and Blade electric vehicles）的商业化步伐，积极引领新能源汽车的发展。ExhibitorBYD AUTOEstablished in 1995, BYD Company Limited, a Hong Kong listed company, became the second largest rechargeable battery manufacturer in 2003 and in the same year, BYD has been founded. Engaged in both IT and automobile business, BYD has seven production bases in Guangdong, Beijing, Shanghai, Tianjin and Xian, etc.Currently, BYD AUTO has established large-scale industrial bases and the mold, R&D and vehicle manufacturing have developed rapidly within only 4 years. Since its foundation, BYD AUTO has successfully unveiled F3, F3R, F6, F0 and F3DM. In the next few years, BYD AUTO will build up fall range product line including F series, S series and M series. Besides the development of traditional gasoline, BYD AUTO will strongly promote the commercialization of Dual Mode hybrid electric vehicles and Blade electric vehicles and actively lead the development of new energy vehicles.23蓝帜金属加工技术集团（LMT (Leading Metalworking Technologies)总哉致辞 中国市场的机遇对我们公司具有重大意义。我们从1984年起就开始在中国境内有业务 往来，提供高质量的产品并发展合作关系。我们这十多年来所取得的成功应该直接归功于我 们尊贵的客户、供货商以及出色的销售和服务员工。依靠一个由高度专业的合作伙伴组成的商务网络，我们可以提供独一无二的服务与产品系列组合快速、灵活、精准地根据客 户需求度身打造。我们相信能够为中国的广大客户提供您加工所需要的正确解决方案和广 泛的售后服务，使我们成为刀具行业中最有影响力的公司之一，为中国国民经济的繁荣做 出我们的贡献。我们期待着与您的合作!Greetings from LMT CEOThe opportunities existing within the Chinese market are of the utmost importance to our company. Since 1984, we have been conducting business, providing quality products, and developing corporate relations inside China. Our successes in the region during more than a decade can be directly credited to our valued customers, product suppliers, and excellent sales and service staff. Together with a network of highly specialized partners, we can offer a unique portfolio of services and products - swiftly, flexibly and precisely tailored to the needs of our customers. We believe that our best solution and comprehensive customer service for valued Chinese customers will continue to make us one of the most influential companies in the tool industry, contributing to the prosperity of Chinese domestic economy. We look forward to doing business with you.24 Dear Sirs,Let us present ourselves.A-TAK Studio is a well known company in the field of stand production and has been in the business since 1993. We cooperate with Trade Centers in Germany, France, Italy, Spain, UK, Russia and Poland. We can assist you on all aspects of your exhibition project and business.Our service include:1.Conceptual design2.Construction drawings3.Project cost estimation4.Planning and control5.Fabrication6.Booth Installation7.Floor covering8.Graphics9.Electrical services10.Furniture supply11.Audio visual equipment12.Maintenance13.Booth dismantlingFor many years we have offered our customers sorts of stands, both typical and non-typical according to the wishes of the clients. If you want to expand transnational business through worldwide exhibitions, please keep this information.尊敬的各位，请允许我们做自我介绍：A-TAK公司，成立于1993年，其业务在展会展台领域有很高的知名度。我们为参加德国、法国、意大利、西班牙、英国、俄罗斯和波兰举行的贸易展览会的公 司提供服务。我们可以在展会项目和业务上，提供全面服务。我们的服务包括：1.概念设计2.施工图3.项目成本估算4.计划和控制5.制造6.展位安装7.地板铺装8.图形图像9.电子服务10.家具提供11.影音设备12.维护13.展位拆除多年来，根据客户的意愿，我们为他们提供经典的或非经典的展台样式。如果你想通过 全球展览来拓展国际业务，请保留此信息。25 MERCEDES-BENZ(CHINA)LTD.As the most successful premium automobile brand in the world, since its inception, Mercedes-Benz has been consistently pursuing the dream: let the three-pointed star shine around the world.In 1986, Mercedes-Benz(China)Ltd. was established in Hong Kong. With the growth of Mercedes-Benzs business in China, the Mercedes-Benz China headquarter was moved to Beijing in 2006. Devoted to meeting the needs of customers in the ever-growing Chinese market, Mercedes-Benz China has obtained all the distribution rights of dealing in products owned by Mercedes-Benz in the China mainland, HK and Macau.At present, Mercedes-Benz product series available in China include: sedans、the S-Class, the E-Class and the C-Class; sports cars: the CLK four-seater sports car, the SLK two-door sports car, the SL luxury sports car and the CLS sports sedan; SUV models: the ML multi-functional off-roader, the GL luxury off-roader, the G-Class, R-Class Grand Sports Tourer and Mercedes-AMG series. Nowadays, these models can be seen everywhere in China. It is easy to tell the popularity and recognition6 that Mercedes-Benz and these models have received from the Chinese customers.梅赛德斯一奔驰（中国 有限公司作为世界上最成功的豪华汽车品牌，梅赛德斯-奔驰从诞生伊始，让三叉星徽闪耀全球就 成为其永不放弃的梦想与追求。1986年，梅赛德斯-奔驰（中国）有限公司在香港成立。伴随着梅赛德斯-奔驰中国业务的 蒸蒸日上，2006年，梅赛德斯-奔驰中国的总部迁至北京。拥有在中国大陆以及香港和澳门特 别行政区销售梅赛德斯汽车集旗下产品的所有经销权，由始至终，奔驰中国一直致力于满足 中国市场日益增长的客户需求。目前，梅赛德斯-奔驰在中国销售的产品包括：轿车类：S级、E级、C级系列；跑车类： CLK四座跑车、SLK双门跑车、SL豪华跑车、CLS轿跑车；SUV系列：ML多功能越野车、 GL豪华越野车、G级越野车、R级大型豪华运动旅行车，以及Mercedes-AMG等几十款顶级 车型。如今，在中国的道路山川，都可以看到这些车型飞驰而过的身影，由此不难看出中国消 费者对梅赛德斯-奔驰品牌以及这些车型的喜爱和高度认可。26.Marketing needs to know for which of its products there is an existing demand.市场营销的基本任务之一是要了解用户需要它的哪些产品。27、 Well appreciate your efforts to promote the sales in your market on a commission basis.我们感谢您以委托代理形式为产品促销所做的努力。28、Market segmentation allows companies customize their products and services to better satisfy consumers demand.市场细分可以使企业定制其产品与服务以更好地满足消费者需求。29、We do not usually sell products to end customers but through our local distributors worldwide.我们通常不向最终消费者出售产品，而是通过世界各地的区域经销商销售产品。30、Marketing is a societal process by which individuals and groups obtain what they need and want through creating, offering, and freely exchanging products and services of value with others.营销是个人和群体通过创造、提供和与别人自由交换产品和服务价值从而获得所需的社会过程。31、Generally speaking, most products bypass the stages of introduction, growth, maturity, saturation and decline, which is known as product life cycle.一般来说，多数产品都要经过导入期、成长期、成熟期、饱和期和衰退期等阶段，这就 是所谓的产品生命周期。32、Product mix refers to a range of associated products that yields larger sales revenue when marketed together than if they were marketed individually or in isolation from others.产品组合是指一系列相互关联的产品，这些产品的营销如果组合在一起比起单独销售或者相 互独立销售会产生更大的销售收益。33、Differentiation strategy is an approach under which a firm aims to develop and market unique products for different customer segments. It is usually employed where a firm has clear competitive advantages, and can sustain an expensive advertising campaign.差异化策略是一种针对不同客户群开发和销售特定产品的方法。该策略往往在企业具有 明显竞争优势且能够持续投放昂贵广告的方面使用。34、Brand positioning, the image of the brand within the consumer mind, is no longer a fixed, static concept. Instead, it is becoming increasingly dynamic and often varies across countries andcultures and according to specific consumer experiences.品牌定位，品牌在消费者心目中的形象已经不再是个固定不变的概念。相反，它正变得 日益动态化，而且在不同国家、不同文化中各不相同，还会随消费者经验发生变化。35、A complete distribution channel includes wholesalers, retailers, distributors and even the internet. The integration of these resources is vital to a company in establishing an efficient marketing system.一个完整的分销渠道包括批发商、零售商、分销商甚至互联网。这些资源的整合对于企 业建立一个高效的营销体系至关重要。36、Personal selling assumes that customers have latent needs that constitute opportunities and that they will be loyal to sales reps who can analyze their needs and who have their long-term interests at heart.人员推销假定：客户具有构成公司营销机会的潜在需求；他们会忠实于琢磨其需求并将 他们的长期利益放在心上的销售代表。37、In modem economy, enterprises must strive to satisfy various demands of consumers in realizing profit maximization to achieve sustainable development.在现代经济中，企业在实现自身经济利益最大化的同时，必须竭尽全力满足消费者多样 化的需求，这样才是可持续发展之道。38、Nowadays, pricing is a complex systematic project. Holistic marketers must take into account many factors in making pricing decisionsthe company, the customers, the competition, and the marketing environment.如今，产品定价是一个复杂的系统工程，全面营销人员在作出价格决策时必须考虑诸多 因素：公司、客户、竞争者、营销环境等。39、Mastery of core technology and cultivation of core competitiveness has long been a trump card for companies to stand out in the fierce international competition.掌握核心技术、培育核心竞争力一直以来都是企业在激烈的国际市场竞争中的制胜法宝。40、The establishment of a complete and diversified product line is vital for companies to get through the adverse impact brought about by the purchasing power decline of certain consumer groups in economic sluggishness.建立完整而丰富的产品线对于企业抵御经济萧条时期某些消费群体购买力下降所带来的 负面影响至关重要。41、Research indicates that customers whose c