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外刊经贸知识选读年月真题
0009620087
1、【单选题】Economicproblemswere【exacerbated】bythreebadharvestswith
theresultthatnationalincomeandthevolumeofforeigntradecontracted
during1960—1962.
exaggerated
celebrated
A:
worsened
B:
facilitated
C:
答D:案:C
2、【单选题】Thefollowingyear,ataxlawforjointventurewas【promulgated】.
announced
prolonged
A:
transformed
B:
upgraded
C:
答D:案:A
3、【单选题】GrowingtiesbetweenChina’stradersandtheirpartnersinTaiwan
andHongKongarecreatinganunofficialbut【formidable】“greaterChina”
tradebloc.
formal
powerful
A:
fundamental
B:
rational
C:
答D:案:B
4、【单选题】Theindexofnonoilprimarycommoditypricesinnominaldollar
termsdeclinesforthethird【consecutive】year,andtheindexinrealterms
hitsanall-timelow.
communicative
intensive
A:
selective
B:
successive
C:
D:
答案:D
5、【单选题】This【push】toexpandU.S.manufacturingexportsisconsidered
essentialpoliticallytofulfillthePresident’spromise.
promotion
purpose
A:
pressure
B:
pull
C:
答D:案:A
6、【单选题】Oneofthecentraljustificationsforthesinglemarketwasits
abilitytocreategreaterprosperity,butitismakingitsdebutjustasEurope
【traverses】oneofitsroughesteconomicstormsinyears.
goesthrough
goesoff
A:
goesdown
B:
goeson
C:
答D:案:A
7、【单选题】Japan’sgovernmentisdeeplyopposedtoanewpolicy【gearedto】
“quantifiableresults”forsomeproducts.
generatedto
suitablefor
A:
followedby
B:
acquaintedwith
C:
答D:案:B
8、【单选题】TheJapanesewillnotbeabletokeepalidontheirhigh-tech
know-howforever.Soonerorlatertheywillbegintolosetheir【edge】.
hope
heart
A:
advantage
B:
disadvantage
C:
答D:案:C
9、【单选题】Themostvisibleresultofthis【buoyant】marketinbothcenters
isaplethoraofnewmulti-storeycommercialandresidentialbuildings.
positive
active
A:
passive
B:
negative
C:
答D:案:B
10、【单选题】TheU.S.OverseasPrivateInvestmentCorporation(OPIC)is
providingatleast$120millionto【spur】investmentinthreeCentralAmerican
nationsthataresignatoriestoafree-tradeagreementwiththeUnitedStates.
restrict
restrain
A:
support
B:
stimulate
C:
答D:案:D
11、【单选题】TheNorthropCorporationoftheUnitedStateslocateda
【purchaser】forSwisselevatorsinEgypt.
seller
distributor
A:
broker
B:
buyer
C:
答D:案:D
12、【单选题】Pepsiis【concentrating】ondistributingSlicethroughbottlers
whohavenoconflict.
contracting
distributing
A:
focusing
B:
promoting
C:
答D:案:C
13、【单选题】Chineseeggs【dominate】thefresheggmarketwithmorethanan
80-percentshare.
control
concentrate
A:
constrain
B:
comply
C:
D:
答案:A
14、【单选题】Formostpeopleinvolvedintheproductionandtradingof“soft”
oragricultural【commodities】,thisisprovingtobeagrimdecade.
communities
products
A:
commands
B:
districts
C:
答D:案:B
15、【单选题】Butarecoverywasmade【onthebackof】sterling’sweaker
trendagainstthedollar.
supporting
surrounding
A:
influencing
B:
following
C:
答D:案:D
16、【判断题】Passage1Whatcausesapersontochooseonestoreoroneproduct
overanother?Weknowthatapersonweighsbothpositiveandnegativebenefitsof
aproductoffer,butwhatelementsarebeingevaluated?Letuslookatatypical
consumersituation.Thisstoryemphasizedthenecessityforviewingproduct
offersbroadly.Italsoservesasanintroductiontopackaging,branding,
andcustomerserviceasproductelements.ChuckPetersonwentouttohiscarone
colddayandfoundthatthebatterywasdead.Chuckwentbacktohishouseand
beganimmediatelytosearchforagoodplacetobuyanewbattery(itwasSaturday,
sohehadtime).Chuckrememberedseeingbatteryadsinthesportssectionofthe
newspaper,andsohetookouthisoldpapersandwentthroughtheads.Hefound
thatseveralstoreswerehavingsalesandwaspleased,becauseoneofhisconcerns
wasgettingagoodprice.SinceChuck’scarwasinoperative,hedidnotfeel
likegoingtoofartogetanewbattery(althoughhisneighborofferedtodrive
himwhereverhewantedtogo).Anotherconcern,therefore,wasfindinga
convenientstore.Manydifferentbatterieswereadvertisedinthepaperat
widelyrangingprices.Chuckdecidedtosticktobrandnameswithwhichhewas
familiarbecausehefelthewouldbeabletogetbetterserviceonabrandname
item.ChuckdecidedtogotothelocalSearsstoreandgetabatterythatwas
onsale.Heaskedhisneighbortohelphimgethiscarstartedwithboostercables
anddrovedowntotheSearsstorenearesthim.Onthewayhepassedseveralgas
stationsandotherstoresthatsoldbatteries.Whatcanwelearnfromthis
example?First,noticethatChuckdidnotgotothenearestconvenientplaceto
buybatteries(localgasstations).Whynot?SomehowChuckhadgottenthe
impressionthatgasstationshadhigherpricesfortheirbatteries.Healsowas
notsurewhatbrandsthelocalstationscarried.FromChuck’scase,welearnthat
peoplewilloftenpassuponestoretogetthesameorsimilaritemsatother
storesifthecloserstoresdonotadvertisewhatbrandstheycarry,donotcreate
animageofgoodvalue,ordonotseeminterestedinthebuyer’sbusiness.
42.Convenienceshopsarenotnecessaryascustomersalwaystrustbrandnames.
True
False
A:
答B:案:B
17、【判断题】Passage1Whatcausesapersontochooseonestoreoroneproduct
overanother?Weknowthatapersonweighsbothpositiveandnegativebenefitsof
aproductoffer,butwhatelementsarebeingevaluated?Letuslookatatypical
consumersituation.Thisstoryemphasizedthenecessityforviewingproduct
offersbroadly.Italsoservesasanintroductiontopackaging,branding,
andcustomerserviceasproductelements.ChuckPetersonwentouttohiscarone
colddayandfoundthatthebatterywasdead.Chuckwentbacktohishouseand
beganimmediatelytosearchforagoodplacetobuyanewbattery(itwasSaturday,
sohehadtime).Chuckrememberedseeingbatteryadsinthesportssectionofthe
newspaper,andsohetookouthisoldpapersandwentthroughtheads.Hefound
thatseveralstoreswerehavingsalesandwaspleased,becauseoneofhisconcerns
wasgettingagoodprice.SinceChuck’scarwasinoperative,hedidnotfeel
likegoingtoofartogetanewbattery(althoughhisneighborofferedtodrive
himwhereverhewantedtogo).Anotherconcern,therefore,wasfindinga
convenientstore.Manydifferentbatterieswereadvertisedinthepaperat
widelyrangingprices.Chuckdecidedtosticktobrandnameswithwhichhewas
familiarbecausehefelthewouldbeabletogetbetterserviceonabrandname
item.ChuckdecidedtogotothelocalSearsstoreandgetabatterythatwas
onsale.Heaskedhisneighbortohelphimgethiscarstartedwithboostercables
anddrovedowntotheSearsstorenearesthim.Onthewayhepassedseveralgas
stationsandotherstoresthatsoldbatteries.Whatcanwelearnfromthis
example?First,noticethatChuckdidnotgotothenearestconvenientplaceto
buybatteries(localgasstations).Whynot?SomehowChuckhadgottenthe
impressionthatgasstationshadhigherpricesfortheirbatteries.Healsowas
notsurewhatbrandsthelocalstationscarried.FromChuck’scase,welearnthat
peoplewilloftenpassuponestoretogetthesameorsimilaritemsatother
storesifthecloserstoresdonotadvertisewhatbrandstheycarry,donotcreate
animageofgoodvalue,ordonotseeminterestedinthebuyer’sbusiness.43.It
isdifficulttojudgewhatelementsinfluenceabuyer’sdecision.
True
False
A:
答B:案:B
18、【判断题】Passage1Whatcausesapersontochooseonestoreoroneproduct
overanother?Weknowthatapersonweighsbothpositiveandnegativebenefitsof
aproductoffer,butwhatelementsarebeingevaluated?Letuslookatatypical
consumersituation.Thisstoryemphasizedthenecessityforviewingproduct
offersbroadly.Italsoservesasanintroductiontopackaging,branding,
andcustomerserviceasproductelements.ChuckPetersonwentouttohiscarone
colddayandfoundthatthebatterywasdead.Chuckwentbacktohishouseand
beganimmediatelytosearchforagoodplacetobuyanewbattery(itwasSaturday,
sohehadtime).Chuckrememberedseeingbatteryadsinthesportssectionofthe
newspaper,andsohetookouthisoldpapersandwentthroughtheads.Hefound
thatseveralstoreswerehavingsalesandwaspleased,becauseoneofhisconcerns
wasgettingagoodprice.SinceChuck’scarwasinoperative,hedidnotfeel
likegoingtoofartogetanewbattery(althoughhisneighborofferedtodrive
himwhereverhewantedtogo).Anotherconcern,therefore,wasfindinga
convenientstore.Manydifferentbatterieswereadvertisedinthepaperat
widelyrangingprices.Chuckdecidedtosticktobrandnameswithwhichhewas
familiarbecausehefelthewouldbeabletogetbetterserviceonabrandname
item.ChuckdecidedtogotothelocalSearsstoreandgetabatterythatwas
onsale.Heaskedhisneighbortohelphimgethiscarstartedwithboostercables
anddrovedowntotheSearsstorenearesthim.Onthewayhepassedseveralgas
stationsandotherstoresthatsoldbatteries.Whatcanwelearnfromthis
example?First,noticethatChuckdidnotgotothenearestconvenientplaceto
buybatteries(localgasstations).Whynot?SomehowChuckhadgottenthe
impressionthatgasstationshadhigherpricesfortheirbatteries.Healsowas
notsurewhatbrandsthelocalstationscarried.FromChuck’scase,welearnthat
peoplewilloftenpassuponestoretogetthesameorsimilaritemsatother
storesifthecloserstoresdonotadvertisewhatbrandstheycarry,donotcreate
animageofgoodvalue,ordonotseeminterestedinthebuyer’sbusiness.44.As
thebatteriesadvertisedinthenewspapershadsimilarprices,Chuckthoughtit
wisetobuybrandnamebattery.
True
False
A:
答B:案:B
19、【判断题】Passage1Whatcausesapersontochooseonestoreoroneproduct
overanother?Weknowthatapersonweighsbothpositiveandnegativebenefitsof
aproductoffer,butwhatelementsarebeingevaluated?Letuslookatatypical
consumersituation.Thisstoryemphasizedthenecessityforviewingproduct
offersbroadly.Italsoservesasanintroductiontopackaging,branding,
andcustomerserviceasproductelements.ChuckPetersonwentouttohiscarone
colddayandfoundthatthebatterywasdead.Chuckwentbacktohishouseand
beganimmediatelytosearchforagoodplacetobuyanewbattery(itwasSaturday,
sohehadtime).Chuckrememberedseeingbatteryadsinthesportssectionofthe
newspaper,andsohetookouthisoldpapersandwentthroughtheads.Hefound
thatseveralstoreswerehavingsalesandwaspleased,becauseoneofhisconcerns
wasgettingagoodprice.SinceChuck’scarwasinoperative,hedidnotfeel
likegoingtoofartogetanewbattery(althoughhisneighborofferedtodrive
himwhereverhewantedtogo).Anotherconcern,therefore,wasfindinga
convenientstore.Manydifferentbatterieswereadvertisedinthepaperat
widelyrangingprices.Chuckdecidedtosticktobrandnameswithwhichhewas
familiarbecausehefelthewouldbeabletogetbetterserviceonabrandname
item.ChuckdecidedtogotothelocalSearsstoreandgetabatterythatwas
onsale.Heaskedhisneighbortohelphimgethiscarstartedwithboostercables
anddrovedowntotheSearsstorenearesthim.Onthewayhepassedseveralgas
stationsandotherstoresthatsoldbatteries.Whatcanwelearnfromthis
example?First,noticethatChuckdidnotgotothenearestconvenientplaceto
buybatteries(localgasstations).Whynot?SomehowChuckhadgottenthe
impressionthatgasstationshadhigherpricesfortheirbatteries.Healsowas
notsurewhatbrandsthelocalstationscarried.FromChuck’scase,welearnthat
peoplewilloftenpassuponestoretogetthesameorsimilaritemsatother
storesifthecloserstoresdonotadvertisewhatbrandstheycarry,donotcreate
animageofgoodvalue,ordonotseeminterestedinthebuyer’sbusiness.
45.SinceChuck’scarwasn’tworking,hisneighborvoluntarilyofferedto
drivehimtotheSearsstorenearesthishouse.
True
False
A:
答B:案:B
20、【判断题】Passage1Whatcausesapersontochooseonestoreoroneproduct
overanother?Weknowthatapersonweighsbothpositiveandnegativebenefitsof
aproductoffer,butwhatelementsarebeingevaluated?Letuslookatatypical
consumersituation.Thisstoryemphasizedthenecessityforviewingproduct
offersbroadly.Italsoservesasanintroductiontopackaging,branding,
andcustomerserviceasproductelements.ChuckPetersonwentouttohiscarone
colddayandfoundthatthebatterywasdead.Chuckwentbacktohishouseand
beganimmediatelytosearchforagoodplacetobuyanewbattery(itwasSaturday,
sohehadtime).Chuckrememberedseeingbatteryadsinthesportssectionofthe
newspaper,andsohetookouthisoldpapersandwentthroughtheads.Hefound
thatseveralstoreswerehavingsalesandwaspleased,becauseoneofhisconcerns
wasgettingagoodprice.SinceChuck’scarwasinoperative,hedidnotfeel
likegoingtoofartogetanewbattery(althoughhisneighborofferedtodrive
himwhereverhewantedtogo).Anotherconcern,therefore,wasfindinga
convenientstore.Manydifferentbatterieswereadvertisedinthepaperat
widelyrangingprices.Chuckdecidedtosticktobrandnameswithwhichhewas
familiarbecausehefelthewouldbeabletogetbetterserviceonabrandname
item.ChuckdecidedtogotothelocalSearsstoreandgetabatterythatwas
onsale.Heaskedhisneighbortohelphimgethiscarstartedwithboostercables
anddrovedowntotheSearsstorenearesthim.Onthewayhepassedseveralgas
stationsandotherstoresthatsoldbatteries.Whatcanwelearnfromthis
example?First,noticethatChuckdidnotgotothenearestconvenientplaceto
buybatteries(localgasstations).Whynot?SomehowChuckhadgottenthe
impressionthatgasstationshadhigherpricesfortheirbatteries.Healsowas
notsurewhatbrandsthelocalstationscarried.FromChuck’scase,welearnthat
peoplewilloftenpassuponestoretogetthesameorsimilaritemsatother
storesifthecloserstoresdonotadvertisewhatbrandstheycarry,donotcreate
animageofgoodvalue,ordonotseeminterestedinthebuyer’sbusiness.
46.Chuckmighthavegonetothenearestgasstationifhehadseenitadvertising
brandnamesonsale.
True
False
A:
答B:案:A
21、【判断题】Passage2Doingbusinessinanothercountrymaybeextremely
tricky.Forexample,merelyaskingtherightquestionissometimescrucial.Inone
reportedcase,apaper-manufacturingfirmneglectedtoinspectsomewoodedland
forsaleinSicilypriortoitspurchase.Onlyafterthecompanyhadboughtthe
land,builtaplant,andhiredalaborforcediditrealizethatthetreeswere
onlyknee-highandnotsuitableformakingpaper.Theplanthadtoimportlogs.
Numerousproblemsresultfromthefailuretoadaptpackagingfor
differentcultures.Sometimesonlythecolorofthepackageneedstobealtered
toenhanceaproduct’ssales.White,forinstance,symbolizesdeathinmuch
ofAsia;greenrepresentsdangerordiseaseinMalaysia.Obviously,useof
thesecolorsinthesecountriesmightproducenegativereactionstoproducts.
Someproductnamestravelpoorly.AmericanMotor’sMatadorcarmightconjureup
imagesofstrengthandpowerinAmerica,butinPuertoRicoitsname
means“Killer”,anunfavorableconnotationinaplacewithahightraffic
fatalityrate.WhenthegasolinecompanyEssorealizedthatitsnamemeans
“stalledcar”inJapan,itunderstoodwhyithadhaddifficultiesinthatmarket.
However,somecompanynameshavetravelledwell.Kodakmaybeoneofthe
mostfamousexamples.Aresearchteamdeliberatelydevelopedthisname
aftersearchingforawordthatwaspronounceableeverywherebuthadno
specificmeaninganywhere.Manyinternationaladvertisingerrorsaredueto
faultytranslations.Thebesttranslationsembodythegeneralthemeandconceptof
theoriginaladcampaignbutdonotattempttobepreciseduplicatesofthe
originalslogan.PepsiCo.learnedthislessonwhenitreportedlydiscoveredthat
itsslogan“ComealivewithPepsi”wasliterallytranslatedintoGermanas
“ComealiveoutofthegravewithPepsi”.AndinAsia,itwastranslatedas
“Bringyourancestorsbackfromthedead.”GeneralMotorsencounteredproblems
inBelgium,where“BodybyFisher”wastranslatedas“CorpsebyFisher”.
Propermarketresearchmayreduceoreliminatemostinternational
businessmistakes.Marketresearcherscanuncoverneedsforproduct
adaptation,potentialnameproblems,promotionalrequirements,andproper
marketstrategies.Goodresearchtechniquesmayevenuncoverpotential
translationproblems.47.Internationalcompaniesruntheriskoffailureifthey
overlookdifferencesbetweencountries.
True
False
A:
答B:案:A
22、【判断题】Passage2Doingbusinessinanothercountrymaybeextremely
tricky.Forexample,merelyaskingtherightquestionissometimescrucial.Inone
reportedcase,apaper-manufacturingfirmneglectedtoinspectsomewoodedland
forsaleinSicilypriortoitspurchase.Onlyafterthecompanyhadboughtthe
land,builtaplant,andhiredalaborforcediditrealizethatthetreeswere
onlyknee-highandnotsuitableformakingpaper.Theplanthadtoimportlogs.
Numerousproblemsresultfromthefailuretoadaptpackagingfor
differentcultures.Sometimesonlythecolorofthepackageneedstobealtered
toenhanceaproduct’ssales.White,forinstance,symbolizesdeathinmuch
ofAsia;greenrepresentsdangerordiseaseinMalaysia.Obviously,useof
thesecolorsinthesecountriesmightproducenegativereactionstoproducts.
Someproductnamestravelpoorly.AmericanMotor’sMatadorcarmightconjureup
imagesofstrengthandpowerinAmerica,butinPuertoRicoitsname
means“Killer”,anunfavorableconnotationinaplacewithahightraffic
fatalityrate.WhenthegasolinecompanyEssorealizedthatitsnamemeans
“stalledcar”inJapan,itunderstoodwhyithadhaddifficultiesinthatmarket.
However,somecompanynameshavetravelledwell.Kodakmaybeoneofthe
mostfamousexamples.Aresearchteamdeliberatelydevelopedthisname
aftersearchingforawordthatwaspronounceableeverywherebuthadno
specificmeaninganywhere.Manyinternationaladvertisingerrorsaredueto
faultytranslations.Thebesttranslationsembodythegeneralthemeandconceptof
theoriginaladcampaignbutdonotattempttobepreciseduplicatesofthe
originalslogan.PepsiCo.learnedthislessonwhenitreportedlydiscoveredthat
itsslogan“ComealivewithPepsi”wasliterallytranslatedintoGermanas
“ComealiveoutofthegravewithPepsi”.AndinAsia,itwastranslatedas
“Bringyourancestorsbackfromthedead.”GeneralMotorsencounteredproblems
inBelgium,where“BodybyFisher”wastranslatedas“CorpsebyFisher”.
Propermarketresearchmayreduceoreliminatemostinternational
businessmistakes.Marketresearcherscanuncoverneedsforproduct
adaptation,potentialnameproblems,promotionalrequirements,andproper
marketstrategies.Goodresearchtechniquesmayevenuncoverpotential
translationproblems.48.Thepaper—manufacturingfirmmetwithenormous
difficultyinSicilybecauseithiredaninefficientlaborforce.
True
False
A:
答B:案:B
23、【判断题】Passage2Doingbusinessinanothercountrymaybeextremely
tricky.Forexample,merelyaskingtherightquestionissometimescrucial.Inone
reportedcase,apaper-manufacturingfirmneglectedtoinspectsomewoodedland
forsaleinSicilypriortoitspurchase.Onlyafterthecompanyhadboughtthe
land,builtaplant,andhiredalaborforcediditrealizethatthetreeswere
onlyknee-highandnotsuitableformakingpaper.Theplanthadtoimportlogs.
Numerousproblemsresultfromthefailuretoadaptpackagingfor
differentcultures.Sometimesonlythecolorofthepackageneedstobealtered
toenhanceaproduct’ssales.White,forinstance,symbolizesdeathinmuch
ofAsia;greenrepresentsdangerordiseaseinMalaysia.Obviously,useof
thesecolorsinthesecountriesmightproducenegativereactionstoproducts.
Someproductnamestravelpoorly.AmericanMotor’sMatadorcarmightconjureup
imagesofstrengthandpowerinAmerica,butinPuertoRicoitsname
means“Killer”,anunfavorableconnotationinaplacewithahightraffic
fatalityrate.WhenthegasolinecompanyEssorealizedthatitsnamemeans
“stalledcar”inJapan,itunderstoodwhyithadhaddifficultiesinthatmarket.
However,somecompanynameshavetravelledwell.Kodakmaybeoneofthe
mostfamousexamples.Aresearchteamdeliberatelydevelopedthisname
aftersearchingforawordthatwaspronounceableeverywherebuthadno
specificmeaninganywhere.Manyinternationaladvertisingerrorsaredueto
faultytranslations.Thebesttranslationsembodythegeneralthemeandconceptof
theoriginaladcampaignbutdonotattempttobepreciseduplicatesofthe
originalslogan.PepsiCo.learnedthislessonwhenitreportedlydiscoveredthat
itsslogan“ComealivewithPepsi”wasliterallytranslatedintoGermanas
“ComealiveoutofthegravewithPepsi”.AndinAsia,itwastranslatedas
“Bringyourancestorsbackfromthedead.”GeneralMotorsencounteredproblems
inBelgium,where“BodybyFisher”wastranslatedas“CorpsebyFisher”.
Propermarketresearchmayreduceoreliminatemostinternational
businessmistakes.Marketresearcherscanuncoverneedsforproduct
adaptation,potentialnameproblems,promotionalrequirements,andproper
marketstrategies.Goodresearchtechniquesmayevenuncoverpotential
translationproblems.49.Matadorisapoornamebecauseithasanunfavorable
connotationinPuertoRico,whileKodakisagoodnamebecauseithasafavorable
connotationinanylanguage.
True
False
A:
答B:案:B
24、【判断题】Passage2Doingbusinessinanothercountrymaybeextremely
tricky.Forexample,merelyaskingtherightquestionissometimescrucial.Inone
reportedcase,apaper-manufacturingfirmneglectedtoinspectsomewoodedland
forsaleinSicilypriortoitspurchase.Onlyafterthecompanyhadboughtthe
land,builtaplant,andhiredalaborforcediditrealizethatthetreeswere
onlyknee-highandnotsuitableformakingpaper.Theplanthadtoimportlogs.
Numerousproblemsresultfromthefailuretoadaptpackagingfor
differentcultures.Sometimesonlythecolorofthepackageneedstobealtered
toenhanceaproduct’ssales.White,forinstance,symbolizesdeathinmuch
ofAsia;greenrepresentsdangerordiseaseinMalaysia.Obviously,useof
thesecolorsinthesecountriesmightproducenegativereactionstoproducts.
Someproductnamestravelpoorly.AmericanMotor’sMatadorcarmightconjureup
imagesofstrengthandpowerinAmerica,butinPuertoRicoitsname
means“Killer”,anunfavorableconnotationinaplacewithahightraffic
fatalityrate.WhenthegasolinecompanyEssorealizedthatitsnamemeans
“stalledcar”inJapan,itunderstoodwhyithadhaddifficultiesinthatmarket.
However,somecompanynameshavetravelledwell.Kodakmaybeoneofthe
mostfamousexamples.Aresearchteamdeliberatelydevelopedthisname
aftersearchingforawordthatwaspronounceableeverywherebuthadno
specificmeaninganywhere.Manyinternationaladvertisingerrorsaredueto
faultytranslations.Thebesttranslationsembodythegeneralthemeandconceptof
theoriginaladcampaignbutdonotattempttobepreciseduplicatesofthe
originalslogan.PepsiCo.learnedthislessonwhenitreportedlydiscoveredthat
itsslogan“ComealivewithPepsi”wasliterallytranslatedintoGermanas
“ComealiveoutofthegravewithPepsi”.AndinAsia,itwastranslatedas
“Bringyourancestorsbackfromthedead.”GeneralMotorsencounteredproblems
inBelgium,where“BodybyFisher”wastranslatedas“CorpsebyFisher”.
Propermarketresearchmayreduceoreliminatemostinternational
businessmistakes.Marketresearcherscanuncoverneedsforproduct
adaptation,potentialnameproblems,promotionalrequirements,andproper
marketstrategies.Goodresearchtechniquesmayevenuncoverpotential
translationproblems.50.“ComealiveoutofthegravewithPepsi”isaproper
translationof“ComealivewithPepsi”.
True
False
A:
答B:案:B
25、【判断题】Passage2Doingbusinessinanothercountrymaybeextremely
tricky.Forexample,merelyaskingtherightquestionissometimescrucial.Inone
reportedcase,apaper-manufacturingfirmneglectedtoinspectsomewoodedland
forsaleinSicilypriortoitspurchase.Onlyafterthecompanyhadboughtthe
land,builtaplant,andhiredalaborforcediditrealizethatthetreeswere
onlyknee-highandnotsuitableformakingpaper.Theplanthadtoimportlogs.
Numerousproblemsresultfromthefailuretoadaptpackagingfor
differentcultures.Sometimesonlythecolorofthepackageneedstobealtered
toenhanceaproduct’ssales.White,forinstance,symbolizesdeathinmuch
ofAsia;greenrepresentsdangerordiseaseinMalaysia.Obviously,useof
thesecolorsinthesecountriesmightproducenegativereactionstoproducts.
Someproductnamestravelpoorly.AmericanMotor’sMatadorcarmightconjureup
imagesofstrengthandpowerinAmerica,butinPuertoRicoitsname
means“Killer”,anunfavorableconnotationinaplacewithahightraffic
fatalityrate.WhenthegasolinecompanyEssorealizedthatitsnamemeans
“stalledcar”inJapan,itunderstoodwhyithadhaddifficultiesinthatmarket.
However,somecompanynameshavetravelledwell.Kodakmaybeoneofthe
mostfamousexamples.Aresearchteamdeliberatelydevelopedthisname
aftersearchingforawordthatwaspronounceableeverywherebuthadno
specificmeaninganywhere.Manyinternationaladvertisingerrorsaredueto
faultytranslations.Thebesttranslationsembodythegeneralthemeandconceptof
theoriginaladcampaignbutdonotattempttobepreciseduplicatesofthe
originalslogan.PepsiCo.learnedthislessonwhenitreportedlydiscoveredthat
itsslogan“ComealivewithPepsi”wasliterallytranslatedintoGermanas
“ComealiveoutofthegravewithPepsi”.AndinAsia,itwastranslatedas
“Bringyourancestorsbackfromthedead.”GeneralMotorsencounteredproblems
inBelgium,where“BodybyFisher”wastranslatedas“CorpsebyFisher”.
Propermarketresearchmayreduceoreliminatemostinternational
businessmistakes.Marketresearcherscanuncovernee
温馨提示
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