第三节 植物的文化涵义与翻译

							Talking about Products
Warming up

Answer the following questions
1. Do you usually buy the brand-name goods?
2. Do you think the goods with international brand are
always the quality goods? (Why?)
3. How important is it to build a brand image?
4. How important is the reputation of the brand?
Lead-in
When we talk about products, we often refer to what a company
produces, such as a camera or a video player. Those product
conceptions, however, deal only with the tangible product
attributes. Product also consists of intangible product attributes,
such as brand, safety, prestige, the service offered and the
product warranty. These intangibles are important because the
consumer might value them and seek them out in a product. In
addition, they help to differentiate our product in a highly
competitive market. Therefore, a product is a bundle of tangible
and intangible attributes that a seller offers the customer and
that satisfy the customer’s needs and wants.”
Suppose you have just bought a watch made in Swiss. Tell your partner why you
did not buy a watch made in China which is of the same price. Do you think a
watch made in Swiss and a watch made in China are the same product? If not,
what makes them different?
Dialogue1
Bryan is talking with Keith about the products.
Bryan: Mr. Smith suggested I get in touch with you.
Keith: Mr. Robert called me. I’d like to know more about your products.
Bryan: We appreciate your interest. I have some catalogues, and I’d like you to
have a look then.
Keith: Thank you. Does this cover all of your products?
Bryan: Yes, everything we export is included.
Keith: I’ve heard that you are launching a new style of video camera. Can you tell
me more about it?
Bryan: There is a sample for you to look at it. If you have any questions, I’d be
glad to answer them.
Keith: How soon is this product going to be on the market?
Bryan: Well, we are launching it in three weeks’ time. On 18th June, but obviously
we are starting the publicity campaign before then.
Keith: I’m glad to hear that. Well, I was much impressed to order, although I’d
still like to study them a bit further.
Bryan: Well. I’m waiting for you to discuss further.
Dialogue2
 Eric is busy at the booth of East China Electronics Fair. Sean Parton, an expatriate,
comes to him.
Eric: Can I help you, sir?
Sean: Yes, I’ve got to know your products have gained popularity in Shanghai for
your advanced technology and good design. This is why I’ve here today.
Eric: Thank you for your attention, Mr.…?
Sean: Parton.
Eric: Ok, Mr.Parton. You know, we are a company specializing phones, TV sets,
digital cameras to air conditioners. So which product are you interested in?
Sean: I’m looking for a TV set for the parlor of my new apartment.
Eric: How big is it?
Sean: About 30 square meters. I hope it can fit in with the size of my parlor.
Eric: I see. Look in this way, please. (Eric turns around and points to two TV models.)
Here are the two latest TV models of our company –Liquid Crystal Color TV, model
number 0401W and Back Projection Color TV, model number 0402J.
Sean: What’s the advantage edge of the two sets respectively?
Eric: 0401W has a liquid crystal display from tip-edging technology, and it produces
clearly images but no radioactivity. Of course, it is more costly. 0402J offers a bigger
display screen and more than 200 channels. Comparatively speaking, it costs much
less.
Sean: I know. If I’d choose Back Projection, any output for my Toshiba notebook?
Eric: Yes, I promise.
Sean: OK. (Sean thinks for a while.) I take one Back Projection.
Practice1
 In oral English, it is important to express the same idea in
different ways. Please paraphrase the sentences following the
examples, paying special attention to the italicized words.
Example:
--We appreciate your interest.
--We are thankful that you are interested in our products
•--I have some catalogues.
•--Does this cover all of your products?
•--I’ve heard that you are launching a new style of video camera.
•--There is a sample for you to look at.
•--I was much impressed by your sample room.
•--I’ve got to know your products have gained popularity in Shanghai for your
advanced technology and good design.
•--We are a company specializing in electronic products ranging from mobile
phones, TV sets, digital cameras to air conditioners.
•--What’s the advantage edge of the two sets respectively?
Practice 2
In Dialogue 1, the product Bryan and Keith talk about is a new style of
video camera that G&M is going to launch into the market. Could you
remark Dialogue 1 with your partner, talking about other products included
in G&M’s catalogue, such as electric fans, telephones, radios, rice cookers
and so on. The following graph may give you some help.

                                                  Digital camera

      …… ?
      electric fan
                       When                how
                                                       … …?
                                 Where                 Telephone


                            What           why
         ……?
                                                   ……?
         Radios                                    Rice cooker
 Practice 3

Read aloud Dialogue 2 with your partner and simulate this
dialogue according to the following situations.
Eric is busy at the booth of East China Electronics Fair. An expatriate, called
Sean Parton, an expatriate, comes to him. Sean wants to buy a watch for his
good friend.
Eric is busy at the booth of East China Electronics Fair. An expatriate, called
Sean Parton, an expatriate, comes to him. Sean wants to buy a camera for his
trip to Hangzhou.
Eric is busy at the booth of East China Electronics Fair. An expatriate, called
Sean Parton, an expatriate, comes to him. Sean wants to buy a radio for his
grandmother.
Practice 4
Examine the following list of product features. Suppose you are
members in Keith’s purchasing team. You are having a meeting
discussing which of the following features you will give top
considerations upon placing an order of video cameras. Select
four of them and give your reasons to justify your choice and
present it to the whole class.



 particular         fashionable
 latest model       famous brand
 durable            reasonable price
 waterproof         smooth operation
Practice 5
presentation
What is important when marketing a new brand?
             Age of target customers
             How to advertise the brand
             Design of logo
I think three things are important when marketing a new brand. The first
thing to consider is the age of target customers. This is a part of market
positioning. Second, according to the age of target customers, we can
design the appropriate logo the publicize the product. The young may like
the lively and novel logo. Third, how to advertise the brand is also
important. We must decide where to make advertisement. Will it be on TV,
magazine or newspapers? So these three things need to be taken into
careful consideration.
Practice 6
Discussion
A company is going to launch a product with an international brand in
your country. Talk together for about 2 minutes about the things to be
considered and decide which two are the most important. Here are
some ideas top help you.


Advertising
Market positioning
Packaging
Change of logo
Local culture
Design
Suggested answer
A: A product with international brand always enjoys a good
reputation. But it is quite new in our country. So market
positioning must be considered first. We must carry out market
research, then decide who are the most probable buyers.
B: You are quite right. We must accommodate the product to the
local customer’s needs. For example, rye bread is an American
favorite food, but traditionally we use the rye as food for cattle.
So we must tell our customers that rye is a healthy food and
most suitable for the people with diabetes.
A: So we set the target customer of the product. Then we must
publicize the product.
B: Exactly. Advertising is the second thing to be considered.
Through advertisements on TV, newspapers and magazines,
people can learn about the product and change their views.
Then they accept the product.
A: So, to sum up, market positioning and advertising are the two
most important things to consider.
Thanks!
Practice 5

  What is important when setting price for a new product?
  • Considering cost
  • Consumer positioning
  • Competitor’s entering


I think three things are important when we set price for a
new product. The first thing to consider is the cost. Cost is
basic. It’s unlikely to have a price lower than the cost.
Secondly, we must take the consumer into account. Who is
most likely to buy the product? If the product will be bought
by the fashionable young people, the price can be set high.
Last competitor’s entering can’e be ignored. A lower price
may discourage the competitors to enter the market quickly.
               Key terms
 Brand/branding       品牌/品牌建设
 Brand loyalty        品牌忠诚度
 Mass marketing       大众化营销
 Commodities          日用品
 Package goods        包装品
 Endorsed/endorser      授权品牌／品牌代言人
 Sport/movie            体育（职业球队）／
  franchise               影视特许经营权
 Logo
 Target customer