商务英语综合教程Unit 5 Product Positioning.ppt

Ⅳ. Translate the following sentences into English with the words or phrases given in the brackets. 1.成功的、不断壮大的公司可以借助于证券交易变成上市公司。（stock） 2.购买股份时持有者拥有公司的部分所有权。(ownership) 3.尽管表面上消费者对广告的创造性过程很感兴趣，但实际上却越来越怀疑广告所宣扬的东西。(advertise) 4.很有意思的是：调查表明大多数的公司想基于销售量来衡量广告是否成功。( measure ) 5.可以利用常设或特别顾问团，以职业或技术的角度，洞察客户的需求。( standpoint ) Exercises 1. A successful, growing company can apply to a stock exchange to become a public limited company (GB) or a listed company (US). 2. Buying a share gives its holders part of the ownership of a company. 3. Consumers, despite their seeming interest in advertising’s creative process, tend to become more distrustful and disbelieving about its claims. 4. It is interesting to note that a survey showed that a majority of companies wanted to measure advertising success based on sales. 5. Standing or advisory groups are used to obtain insight into the needs of customers from a professional or technical standpoint. Exercises Key V. Translate the following sentences in the text into Chinese. 1. It is often said that positioning is not what advertisers do to the product itself but what they do to the consumers’ mind. 2. So on order to attract the desired target consumers in a maximally effective way, segmentation and positioning should be well matched, which means advertisers are expected to position a product according to the characteristics and preference of the target consumers. 3. If target consumers’ behavior is mostly affected by opinion leader or reference group, the way of positioning by product users is suitable to such a product. Exercises Exercises 4. Such players at the top of the game are always thought to understand what kind of athletic product they need both in technological and aesthetic perspectives and their choice is frequently taken as authoritative. 5. According to psychologist Merry Jordan, almost every individual of the society will define himself or herself as a member of certain group and tends to do something to show