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口译unittwelveUnit twelve学术性口译Interpreting Academic Speeches Chinese - English Interpretation（汉译英）12-1语言能力Communicative Competence人们聚在一起，无论做什么总离不了说话。
我们生活在语言的世界里。
我们对家人说话，对亲属说话，对朋友说话，对同事说话，我们还对陌生人说话。
我们面对面地说话，我们在电话里说话，我们回答问题时还要说话。
电视机和收音机在言语的海洋里起着推波助澜的作用。
除了睡觉之外，我们很少有不说话的时候，我们甚至在睡梦中也会说话。
有些人在睡眠中会大声说话。
我们还会自言自语，有时对宠物说话，有时则对自己说话。
我们是这个星球上唯一能说话的动物。
Whatever else people do when they come together, they talk. We live in a world of language. We talk to our family members, our relatives, our friends, our colleagues and total strangers. We talk face to face and over the telephone, and respond with more talk. Television and radio further swell this torrent of words. Hardly a moment of our waking lives is free from words, and even in our dreams we talk. Some of us talk aloud in our sleep. We also talk when there is no one to answer. Sometimes we talk to our pets and sometimes to ourselves. We are the only animals on the planet of Earth that talk.拥有语言，确切说是拥有创造性的语言，较之任何其他属性更能将人类同其他动物区别开来。
第12单元名牌产品与品牌管理预览越来越多的企业认识到企业最宝贵的资产之一就是与企业的产品和服务相联系的品牌名称。
尽管认识到这一点，但是人们很少重视管理教育中有关品牌的科目，尤其是MBA的课程。
作为营销专家以及品牌资产联合会的主席，Larry Light 观察到问题的严重性，认为“MBA代表的应该是品牌资产的杀手”。
为了强调这个问题，作为一本高级MBA层次的教材，本书强调了个人和组织在市场营销活动中遇到的重要的品牌决策方面的问题。
本书的基本目标是：（1）增强对品牌战略策划、实施以及评估等重要问题的理解。
（2）为做出更好的品牌决策，提供适当的理论、模型和其他工具。
为了提高管理中与品牌有关的决策能力，我们尤其强调对顾客或消费者心理原则的理解。
为了这个目的，在本单元中我们界定了品牌的概念，追溯品牌的历史渊源。
我们从消费者和企业的角度考虑品牌的作用，以及品牌对消费者和企业的重要性。
我们还将讨论可以被冠以品牌的东西、不可以冠以品牌的东西，并且识别一些著名品牌。
品牌是什么？为了让人们从众多的货物中识别制造商的货物，产品被冠以品牌的历史已有数百年之久。
实际上，“品牌”这个词来源于古斯堪的那维亚语，意思就是“打上烙印”。
至今牲畜的主人们仍然把牲畜打上烙印便于识别。
根据美国营销协会的定义，品牌是一个名称、术语、符号、设计或以上的组合，其目的就是便于人们从众多卖者中识别某一卖者的产品和服务，并使其区别于同类产品。
所以，根据这个定义，建立品牌的关键是选择名称、标识、符号、包装设计或者那些利于辨识产品服务的特征。
我们把那些不同的品牌要素，也就是便于识别产品和服务的要素，叫做品牌要素。
品牌要素可以有很多形式。
例如，有不同的品牌命名方式。
在有些情况下，所有产品的品牌名称都以公司的名称命名（如通用和惠普）。
有些生产商为新产品起不同的品牌名称，这些名称与公司的名称毫无关系（如联合利华和宝洁公司）。
零售商也可以根据商店名称或者其他某些因素，创建自己的品牌（纽约Macy’s百货公司拥有自己的品牌，如Christopher Hayes、INC以及Club Room等品牌）。
Unit 12Section I Listening Skills PromotionA．Listening Strategy：Listening for Important Details (1)Besides understanding the main idea of a listening text, we often find it necessary to grasp the important details of the text. What counts as important details depends on the kind of information we want. Generally speaking, if we are listening to the narration of an event, we need to sharpen our ears for the when and where, the what and how and why something happened. In listening to a weather report, for example, the important details we should watch out for are the current weather conditions, temperature, and weather outlook.1.2.B．Practical TrainingMark the following box before each statement with “T” for true or “F” for false. ( ) 1. Property and casualty insurance companies will insure against any loses from all types of events except natural disasters.( ) 2. If a possible loss being insured is too large, only big insurance companies can share the risk.( ) 3. Lloyd’s of London is a famous risk-sharing association.( ) 4. Lloyd’s of London has claimed that it’ll insure against any contingency. ( ) 5. Insurance companies in the US have no problems.Passage IIAnswer the following questions according to the information you get from the tape.1.2.3.4.5.Interpretation：发展问题（Development Issues）第二部分记录与解释1. 中国政府根据相互尊重、平等互利的原则，积极参加国际劳工事物。
Unit 12Section I Listening Skills PromotionA．Listening Strategy：Drawing InferencesThe ability to draw correct inference from what we have heard is an important skill in listening comprehension because sometimes a speaker does not state directly what he/she intends to say but implies it instead. A speaker’s attitude towards what he/she discusses, in particular, often has to be inferred from the hints he/she has dropped. So we must learn to synthesize all these so as to get a whole picture about what is being discussed. In addition, we can rely on the speaker’s choice of words to help us: the use of words of positive, negative or neutral meaning can indicate a positive, negative or neutral attitude respectively.1. Who started the ideal of creating a machine that was later called the “walkman”?2. Why did he want his engineers to make such a machine?3. What did Morita have in mind as the market for his Walkman from the very beginning?4. Why did his engineers object to calling the machine “Walkman”?5. What can you infer about the speaker’s attitude towards the walkman from the passage?B．Practical TrainingFill in the blanks according to the information you get from the tape.1.One of the important principles of insurance management is—to screen out .2.If you want to apply for life insurance, you’ll be asked about:a. your driving record: ;b. the you are insuring;c. some personal matters: .3. If you want to apply for life insurance, you’ll need toa. answer some personal questions about ;b. have a medical evaluation involving taking .4. Insurance companies usually turn down because they pose .Passage IIMake the right choice to answer the question you get from the tape.1. A. The university president. B. The registrar. C. A class officer2. A. Faculty members. B. New university employees. C. New university students.3. A. Buy textbooks. B. Apply for scholarships. C. Buy insurance policy.4. A. The gymnasium. B. The registrar’s office. C. The insurance office.5. A. Out of the student handbookB. On the table near the door.C. Under the Registrar sign.6. The speaker only. B. The speaker and his assistants. C. Their class officers. Interpretation：金融保险（Finance and Insurance）第二部分记录与解释1.试图上市的公司必须通过一个多步骤、严格控制的筛选过程。
Unit 12 Statistics（n.統計量）A. Reading and presentation1. The introduction of Volvo全球性集团沃尔沃集团是世界上最大的商用运输产品供应商之一。
沃尔沃制造卡车、客车、建筑机械、应用于船舶和工业用途的动力系统、航空发动机及航空发动机部件。
产品范围还包括客户定制的金融、租赁、保险和维修总体解决方案，以及基于IT技术的运输信息和管理的整体解决方案。
沃尔沃始创于1927年,总部设在瑞典哥德堡.长期以来,它闪亮的品质一直与公司的三个核心价值观: 质量,安全,环保紧密联系在一起.通过2001年收购法国雷诺(Renaut)公司的卡车业务,使得集团获得了另外两个强大的品牌:法国雷诺(Renaut)和美国马克(Mack)卡车.在市场上,互为补充,在其核心价值观的引导下,沃尔沃集团不断发展和壮大.沃尔沃集团经营范围主要由八个商业领域组成, 分别是: 沃尔沃卡车, 雷诺(Renault)卡车, 马克(Mack)卡车, 沃尔沃客车, 沃尔沃建筑设备, 沃尔沃遍达公司, 沃尔沃航空航天公司以及金融服务.此外, 还有多个商业机构在工程, 研发, IT, 零部件和物流等领域提供全集团范围内的支持.在2002年, 72,000名员工实现销售额达到198亿欧元.产品遍布世界30多个国家.2. About the Bar chartstotal sales went up a lot/ a littletotal sales went down a lot/ a little3. New Wordsdecline ♎♓●♋♓⏹ v. 减少，下降medium-heavy ❍♓♎☯❍ adj. 中等重量的shrink ☞❒♓⏹ (shrunk,shrunk)v. 变小，减少，缩小upturn ✈☐♦☯⏹ n. 好转，上升，提高preceding ☐❒♓♦♓♎♓☠ adj. 在前的，在先的dramatic ♎❒☯❍✌♦♓ adj. 突然的，惊人的B. Vocabulary(1) Make the students understand the grid.Indicates(vt.指示、表明）a large upward change(soar,jump)Indicates a slight upward change （climb,increase,rise)Indicates a not changing(no change)Indicates a slight downward change(drop,fall,decrease,decline)Indicates a large downward change (plunge)+ changing only a little++ not increase so much and not decrease so much+++ changing greatly(2) Some words for reference:Soar: to increase quickly to a high level 猛增，骤升Climb: to increase in number, amount, or level 上升，上涨Jump: to increase suddenly, and by a large amount [突然大量地] 增加，暴涨Increase: to make something larger in amount, number, or degreeRise: to increase in number, amount or value [在数、量或价值方面]增加，增长Decrease: to go down to a lower level, or to make something do this 降低，(使)减少Fall: to move downwards from a higher position to a lower position 落下，降落Decline: to decrease in quantity or importance 减少，降低，下降Plunge: if a price, value, or rate plunges, it suddenly goes down by a largeamount [价格、价值、费用等]暴跌，骤降Drop: to fall to a lower level or amount [水平]降低，[数量]减少Steadily:(steady) moving, happening or developing in a continuous gradualway 平稳进行的，持续的Dramatically:(dramatic): impressive, sudden and often surprising 突然的，惊人的Suddenly: quickly and unexpectedly 迅速而意外的；突然的；突如其来的Sharply: if something rises, falls sharply, it rises or falls quickly and suddenly(3) Suggested Answer:Sales in Brazil decreased slightly.Sales in Iran remained unchanged.Sales in Uruguay soared.Sales in Singapore climbed dramatically. Sales in Sweden fell steadily.Sales in Peru rose steadily.12. 2 Cause and effect1. The definition of “soft drinks”Soft drinksA non-alcoholic beverage, possibly sweet or carbonated, often used as a mixer. In general, the term is used only for cold beverages. (Hot chocolate, tea, and coffee are not considered soft drinks.)2. Suggested Answer:(Rise)Hot weatherLaunch of new product Opening of new factory Successful marketing campaign Increase in tourismIncrease of incomeThe failure of competitors Price decrease(Fall)Cold/wet weatherPrice increaseCompetitionEconomic recession Customer’s preference weakenB. Listening and Presentation New Words:promotional push 促销攻势outlet ♋✞♦☐◆♦n. 批发商店；经销公司（机构）disappointing♎♓♦☯☐♓⏹♦♓☠adj. 令人失望的（沮丧的）continental ⏹♦♓⏹♏⏹♦●adj. 大陆的，大陆性的fierce ♐♓☯♦ adj. 强烈的，激烈的recession ❒♓♦♏☞☯⏹n. [经济]衰退期Mediterranean❍♏♎♓♦☯❒♏♓⏹♓☯⏹n. 地中海despite ♎♓♦☐♋♓♦prep. 尽管，不管Total Quality Management programme 整体质量管理计划significant ♦♓♑⏹♓♐♓☯⏹♦adj. 重要的，重大的productivity☐❒☯♎✈♦♓♓♦♓n. 生产力，生产率C. GrammarSales have risen ___________ our new factory.Answers:1. Production is more efficient as a result of new packaging methods in the factory.2. Distribution （n.分配、分布）is more efficient because of our new centralized (vt.使成為---中心，使集中）warehouse.3. Customers service improved due to our new distribution (n.分布，發行）centre.4. Consumers have greater access to our products due to new vending（vt.出售，販賣）machines on all railway stations.5. Our market share has increased as a result of the advertising campaign.6. 450 employees lost their jobs because of rationalization (n.合理化)of management.D. Speaking“Sales in the United States increased as a result of the hot summer weather.”12.3 Presenting InformationA. WarmerQuestions:1.Have you been on any training coursesrecently? If so, how did you find them?2.Do your companies have an in-companytraining programme? If so, what courses do your companies have for the training programme?3. What kind of courses you think the companies would offer their employees?B. Listening and presentation1. New Words:briefly ♌❒♓adv. 短暂地，短时间地in-house adj./adv. 公司(组织)内部的；在机构内部backwards ♌✌ adv. 向后地，倒退地identify ♋♓♎♏⏹♦♓♐♋♓v. 确定；发现installation☯⏹n. 安装2. Ask students to listen and number the points as they are mentioned.3. The students listen again and note phrases which are used to structure the speech.Answers:I’m going to talk to you….Let’s start by….Last year….One of the results of this….A second one….Let’s move on….(have a look)C. SpeakingGreeting and IntroductionGood morning, ladies and gentlemen, first of all, I’d like to introduce myself.Good morning, first, let me introduce myself. My name is James Lee. I work as an accountant for the ABC Corporation. Good morning, everyone, shall we start?Introducing the purpose of a presentation The aim/subject/purpose of my talk is to give you some information about the services we can offer you.I’m going to talk about our new training programme.My presentation today is about our staff’s needs for language training in our company.BeginningI’d like to start by/with the company’s history.Let’s begin by/with the company’s history. Let’s begin by looking at the number of people who attended the courses last year.Moving onNow we’ll move on to the second point, the number of people attending courses now. Now let’s turn on to the second point, ……My second point is about the number of people…..Now let’s look at the second point, …..ConcludingWell, I’ve told you abo ut the language training situation of last year and this year in our company.This is all I want to say about…..To conclude, I suggest that we do the following plan for the next year’s ……To sum up/summarize, I suggest that ….D. DiscussionWords for references:FlexibleExpensive,Effective,Cost-effectiveConcentratedStress/burden。
Unit 12P210 短语口译1 中美联合商贸委员会2 世界经济论坛3 世界经济发展高峰会4 休会5 会议议程6 赞成7 反对 8 弃权9 灵活的时间表 10 总结1 Good point2 dispute3 an ordinary meeting4 a welcome meeting5 pending6 reach a consensus on7 high-level talks 8 amicable settlement9 declare the meeting open 10 in my opinionP211 句子口译1 我不大明白你的意思，能给我们更多细节吗？2 今天我想讨论的是合同，是有关一个开创性的技术，它有可能把我们的能效提高45%。
3 根据议题，我们接下来要讨论有关同意新计划的各项问题。
4 根据中国的礼节，然客人先谈。
5 先谈原则问题呢，还是先谈具体问题？1 It is my honor to be given the floor at this time if this APEC Ministerial Meeting.2 May I suggest we start with looking at the general proposal?3 I now have the pleasure of introducing to you the first speaker, sales manager of this company.4 This symposium will be constructive and signifiant in popularizing and promoting information technology in China. I wish the symposium a complete success.5 My appreciation goes to the organizers and to the host country for the warm hospitality extended. At the same time I'd like to congratualate on the excellent manner in which this conference is being organized and received.P212 Text A女士们，先生们，亲爱的朋友们，我们今夜聚集在这美丽的城市深圳，召开这个国际性的会议。
