分析竞争对手.docx

步入商界11-分析竞争对手Analysing competitors一、Dialogue（一）DEREK JONES: The technology is the same as ours.德里克琼斯：技术和我们的一样。I have never seen two products which are so similar.我从没见过两个如此相象的产品。In concept and design there are no basic differences.在理念和设计上没有根本的不同。None. However I have examined the components and the XR590.没有。但是，我检验过部件和XR590KATE MCKENNA: What is the XR590?凯特麦凯纳：XR590是什么？DEREK JONES: The XR590 is the power source which drives Dealer Dan.德里克琼斯：XR590是驱动“商人丹”的能量源。I think it has a few weaknesses.我认为它有几个弱点。It s not as good.还不是很完善。In my opinion it s not reliable enough for children.我看对儿童来讲还不足够可靠。DON BRADLEY: Exactly how unreliable is it?堂布拉德利：具体讲，怎么个不可靠法？DEREK JONES: I can t say exactly.德里克琼斯：我说不出来。I haven t completed the tests yet.我还没完成测试。It s too early to say.现在说为时太早。KATE MCKENNA: Will it affect their sales?凯特麦凯纳：这会影响他们的销售吗？DON BRADLEY: Derek?堂布拉德利：德里克？DEREK JONES: Not much in the first six months, I suppose.德里克琼斯：我想最初的6个月不会有太大的影响。KATE MCKENNA: It s the first six months that are important.凯特麦凯纳：最初的6个月才是重要的。DON BRADLEY: Edward, what do you think of their packaging?堂布拉德利：爱德华，你认为他们的包装怎么样？EDWARD GREEN: Well, plenty of bright colours.爱德华格林：色彩很鲜艳。It ll have a lot of impact at point of sale.在现场销售时会有很强的冲击效果。GERALDINE: I m afraid they are all meeting at the moment.杰拉尔丁：恐怕他们现在都在开会。No, I m sorry, I don t know what time it will finish.不， 对不起，我不知道会议什么时候结束。I ll put you through to Mr. Harris s secretary, and she can make an appointment for you.我给你转到哈里斯先生的秘书，她可以为你安排约会。Please hold the line.请不要挂机。CLIVE HARRIS: Nice to see you again, Peter.克莱夫哈里斯：很高兴再见到你，皮特。It s been a long time.好久不见了。PETER DAY: How are things at Bibury Systems?皮特戴：Bibury系统公司运转的怎样？CLIVE HARRIS: Very interesting at the moment.克莱夫哈里斯：正处在非常有趣的时期。PETER DAY: I ve just heard you re going into partnership with a rather good Japanese company.皮特戴：我听说你们要和日本的一家不错的公司合伙。CLIVE HARRIS: That s not exactly true.Peter, are you still doing consultancy work?克莱夫哈里斯：也不全是这样皮特，你还在做顾问业务吗？PETER DAY: Yes. I haven t retired yet!皮特戴：是啊。我还没退休啊！CLIVE HARRIS: Look, can I give you a lift back?克莱夫哈里斯：那 ，我开车送你回去，好吗？We haven t had a chance to chat for a long time.我们好久没机会一起谈谈了。DON BRADLEY: What have you found out about their marketing strategy?堂布拉德利：你对他们的营销策略有什么发现吗？KATE MCKENNA: They have already scheduled a television advertising campaign.凯特麦凯纳：他们已经安排了一场电视广告推广。DON BRADLEY: Who with?堂布拉德利：和谁一起？KATE MCKENNA: E.G.N.C.凯特麦凯纳：E.G.N.C.KATE MCKENNA: E.G.N.C. The company that they always use.凯特麦凯纳：E.G.N.C.他们一直用的那家公司。DON BRADLEY: When is it scheduled?堂布拉德利：定在什么时候?KATE MCKENNA: Something next month, but I haven t found out the exact date yet.凯特麦凯纳：下个月的某个时候，但还没查到具体的日期。DON BRADLEY: Have you heard what they are spending on TV advertising?堂布拉德利：有没有听说他们在电视广告上的花费是多少？KATE MCKENNA: I don t know.凯特麦凯纳：不知道。二、New words and expressions生词和短语drive 驱动reliability 可靠性weakness 弱点packaging 包装partnership 合伙人/合伙关系consultant 顾问find out 查出/查明真相do consultancy work 做顾问工作give a lift 搭车/搭便车chat 聊天三、New words and expressions生词和短语technically 在理论上confidential 机密compromise 边累/损害budget 预算estimate 估计selling price 卖价retail price 零售价retailer 零售商retailer dealer零售商production run产品的产量unit cost 单位成本Dialogue（一）GERALDINE: No, I m sorry, they are still in a meeting.杰拉尔丁：不，对不起，他们还在开会。I don t know how long they ll be.不知道还要开多久。Let me take your number and I will get one of them to call you back.我记下你的号码，我会让他们中的一个打回给你。PETER DAY: It s good of you to give me a lift.皮特戴：你真好，开车送我。CLIVE HARRIS: It s no problem.克莱夫哈里斯：没什么。Are you still doing consultancy work for J.K. Toys?你还在为J.K.玩具公司做顾问工作吗？PETER DAY: I wondered why you were going out of your way to give me a lift.皮特戴：我正在想你为什么大老远地送我，又不顺路。CLIVE HARRIS: Well, are you?克莱夫哈里斯：嗯，你还在做吗？PETER DAY: Technically no. I ve just finished.皮特戴：可以说不做了。我刚做完。But that work was confidential.但那项工作是保密的。CLIVE HARRIS: Yes, of course.克莱夫哈里斯：是的，当然。You could be working for us, you know, I might need a consultant.你可以为我们工作，要知道，我们也可能需要顾问。PETER DAY: Really?皮特戴：真的？CLIVE HARRIS: Well, perhaps.克莱夫哈里斯：嗯，或许。I might need an idea of the best way to react to Dealer Dan.我需要一个反击“商人丹”的最佳方式的点子。PETER DAY: How did you get to hear about that?皮特戴：你怎么知道的？CLIVE HARRIS: A customer.克莱夫哈里斯：一个顾客告诉我们的。Do you know that Dealer Dan is very like a new toy we have developed?你知道“商人丹”跟我们的一款新玩具很相似吗？Dealer Dan could hurt us badly.“商人丹”可以重创我们。I don t want any secrets.我不要任何秘密。I don t want to compromise you, I just want some general information.我不想为难你，我只想要些大面上的信息。PETER DAY: How general?皮特戴：怎样才算大面上的信息?KATE MCKENNA: We know their selling price, but what s their unit cost?凯特麦凯纳：我们知道他们的销售价格，但他们的单位成本是怎样的？DON BRADLEY: Derek, what s your estimate?堂布拉德利：德里克，你的估计是多少?DEREK JONES: I can t say.德里克琼斯：说不上来。I don t know what their production run is.我们还不知道产品是怎样的。We haven t had that information yet.我们还没有这方面的资料。DON BRADLEY: Well, Big Boss s production run is three hundred thousand.堂布拉德利：“大老板”的产量是30万。Will they produce three hundred thousand? Or more?他们会生产30万吗？或者更多？DEREK JONES: I don t know the answer to that one.德里克琼斯：这个我不知道。At that retail price they have to sell a lot of toys.以那样的零售价，他们要售出很多玩具才行。DON BRADLEY: It can t be less than 300 thousand, can it?堂布拉德利：但不能少于30万，对吧？PETER DAY: Thanks for the lift, Clive.皮特戴：谢谢你送我，克莱夫。CLIVE HARRIS: You are something of a specialist in the Far East, aren t you?克莱夫哈里斯：你在远东是名专家，对吧?PETER DAY: You could say that.皮特戴：也可以这样说。CLIVE HARRIS: Well, when this deal with this Japanese company is settled, we might need your help.克莱夫哈里斯：我们和日本公司的交易完成后，我们或许会需要你的帮助。We shall need a consultant to help set things up.我们需要一名顾问处理事情。Of course, the success of Big Boss is a very important part of the deal.当然，“大老板”的成功是这项交易的一个重要部分。PETER DAY: When might this happen?皮特戴：那会是什么时候？CLIVE HARRIS: That depends.克莱夫哈里斯：这个要看情况。PETER DAY: The production run is 300,000 units.皮特戴：产量是30万件。CLIVE HARRIS: