2018年翻譯資格考試英語(yǔ)筆譯初級(jí)模擬題：市場(chǎng)營(yíng)銷(xiāo)

　　英譯漢

　　The rough guide to marketing success used to be that you got what you paid for. No longer. While traditional “paid” media – such as television commercials and print advertisements – still play a major role, companies today can exploit many alternative forms of media. Consumers passionate about a product may create "earned" media by willingly promoting it to friends, and a company may leverage “owned” media by sending e-mail alerts about products and sales to customers registered with its Web site. In fact，the way consumers now approach the process of making purchase decisions means that marketing's impact stems from a broad range of factors beyond conventional paid media。

　　Paid and owned media are controlled by marketers promoting their own products. For earned media , such marketers act as the initiator for users’ responses. But in some cases, one marketer’s owned media become another marketer’s paid media – for instance, when an e-commerce retailer sells ad space on its Web site. We define such sold media as owned media whose traffic is so strong that other organizations place their content or e-commerce engines within that environment. This trend ,which we believe is still in its infancy, effectively began with retailers and travel providers such as airlines and hotels and will no doubt go further. Johnson & Johnson, for example, has created BabyCenter, a stand-alone media property that promotes complementary and even competitive products. Besides generating income, the presence of other marketers makes the site seem objective, gives companies opportunities to learn valuable information about the appeal of other companies’ marketing, and may help expand user traffic for all companies concerned。

　　The same dramatic technological changes that have provided marketers with more (and more diverse) communications choices have also increased the risk that passionate consumers will voice their opinions in quicker, more visible, and much more damaging ways. Such hijacked media are the opposite of earned media: an asset or campaign becomes hostage to consumers, other stakeholders, or activists who make negative allegations about a brand or product. Members of social networks, for instance, are learning that they can hijack media to apply pressure on the businesses that originally created them。

　　If that happens, passionate consumers would try to persuade others to boycott products, putting the reputation of the target company at risk. In such a case, the company’s response may not be sufficiently quick or thoughtful, and the learning curve has been steep. Toyota Motor, for example, alleviated some of the damage from its recall crisis earlier this year with a relatively quick and well-orchestrated social-media response campaign, which included efforts to engage with consumers directly on sites such as Twitter and the social-news site Digg。

　　參考譯文

　　過(guò)去，市場(chǎng)營(yíng)銷(xiāo)的成功訣竅簡(jiǎn)而言之就是一分錢(qián)一分貨。然而時(shí)過(guò)境遷。雖然傳統(tǒng)的“付費(fèi)”(paid)媒介，比如電視和廣播廣告、平面廣告和路邊廣告牌等，仍然扮演著重要角色，但企業(yè)如今還可以利用許多其他形式的媒介。比如，癡迷于某種產(chǎn)品的消費(fèi)者，可能會(huì)樂(lè)意將之推薦給朋友，從而為企業(yè)創(chuàng)造因產(chǎn)品的優(yōu)良品質(zhì)帶來(lái)的“無(wú)償”(earned)媒介。企業(yè)還可以利用“自有”(owned)媒介，通過(guò)郵件向其網(wǎng)站的注冊(cè)用戶發(fā)送產(chǎn)品和銷(xiāo)售提示。事實(shí)上，如今消費(fèi)者作出購(gòu)買(mǎi)決定的方式，意味著市場(chǎng)營(yíng)銷(xiāo)的影響力來(lái)自于傳統(tǒng)付費(fèi)媒介之外的廣泛因素。

　　營(yíng)銷(xiāo)人員通過(guò)付費(fèi)和自有媒介推銷(xiāo)其產(chǎn)品，而在“無(wú)償”媒介方面，營(yíng)銷(xiāo)人員就像是觸發(fā)用戶響應(yīng)的初始催化劑。在某些情況下，某營(yíng)銷(xiāo)者的自有媒介會(huì)成為另一個(gè)營(yíng)銷(xiāo)者的付費(fèi)媒介。比如，當(dāng)某電子商務(wù)零售商出售其網(wǎng)站的廣告空間時(shí)，我們就將這種“售出”媒介定義為擁有巨大流量、以致其他機(jī)構(gòu)紛紛前來(lái)投放內(nèi)容或電子商務(wù)引擎的自有媒介。我們認(rèn)為，這種趨勢(shì)已蓬勃發(fā)端于零售商和航空、酒店等旅游供應(yīng)商，雖然還處于初始階段，但無(wú)疑可以走得更遠(yuǎn)。比如，強(qiáng)生公司創(chuàng)建了著名網(wǎng)站BabyCenter，借以推廣互補(bǔ)性乃至競(jìng)爭(zhēng)性產(chǎn)品，而其他營(yíng)銷(xiāo)者的出現(xiàn)不僅帶來(lái)了收入，還令該網(wǎng)站看起來(lái)公正客觀，并且使企業(yè)有機(jī)會(huì)從其他公司的營(yíng)銷(xiāo)活動(dòng)中獲得可貴的信息，最后還有助于擴(kuò)大所有相關(guān)企業(yè)的用戶流量。

　　劇烈的技術(shù)變革使?fàn)I銷(xiāo)人員獲得了數(shù)量更多、種類(lèi)更廣的溝通選擇，但同時(shí)也帶來(lái)了更高的風(fēng)險(xiǎn)，因?yàn)榧��?dòng)的消費(fèi)者能夠以更迅速、更明顯、更有害的方式來(lái)表達(dá)他們的意見(jiàn)。這就是與“無(wú)償”媒介相對(duì)的“劫持”媒介：某項(xiàng)資產(chǎn)或活動(dòng)變成了對(duì)某個(gè)品牌或產(chǎn)品不滿的消費(fèi)者、其他股東或積極分子的劫持物。比如，社交網(wǎng)絡(luò)用戶正領(lǐng)悟到，他們可以通過(guò)“劫持”媒介來(lái)對(duì)最初創(chuàng)建該媒介的企業(yè)施加壓力。

　　如果那種事情發(fā)生，激動(dòng)的消費(fèi)者試圖勸服其他人共同抵制兩家公司的產(chǎn)品，從而危及企業(yè)聲譽(yù)。當(dāng)這種事情發(fā)生的時(shí)候，如果企業(yè)的回應(yīng)不夠快或不夠好，那么就可能釀成悲劇。比如，在今年較早前發(fā)生的召回危機(jī)中，豐田汽車(chē)公司采取了較快且較有序的社交媒體回應(yīng)行動(dòng)，包括在Twitter和社會(huì)新聞網(wǎng)站Digg等網(wǎng)站上與客戶進(jìn)行直接交流，從而挽回了部分損失。

　　熱點(diǎn)關(guān)注:2018年翻譯資格考試catti三級(jí)筆譯模擬題匯總（112篇）