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Getting the Word Out: Product Promo for Exporters 出口商如何推销货品

课文朗读

课文讲解

繁體中文譯本

Every salesperson knows that even the best products cannot sell themselves; promotion is a must. And for exporters, promoting in a foreign market involves three special obstacles: distance, culture, and language. Distance can be bridged with telecommunications and business trips, but cultural and linguistic hurdles may best be overcome with the help of local marketing companies.

推销员都深谙即便是最好的产品也无法自动受到消费者青睐，一切还是要靠推销。对出口商而言，经营国外市场牵涉到三种障碍：距离、文化和语言。距离可以靠电讯设备和商务旅行来解决，但是文化和语言的障碍最好由当地的营销公司来协助克服。

Consider the following advertising gaffe: a Pepsi slogan marketed in China was translated as “Pepsi Brings Your Ancestors Back from the Grave.” This, and the many other cross-cultural fiascos on record, highlight the need for exporters to seek local expertise for advertising campaigns. Local marketing companies can provide both slogans that make an impact and design campaigns that are effective in that specific culture. Furthermore, local markets can help track the effectiveness of ad campaigns in a way which would be impossible from an exporter’s headquarters.

想想下述这个失败的广告案例：百事可乐在中国大陆推广的一句广告词被翻译成：「百事可乐让您的祖先从坟里复活」。本案例和有案可查的其他许多跨文化失败案例，突显了出口商必须寻求当地智囊协助营销的必要性。当地营销公司能提供有力的广告说词，并针对不同文化设计打动人心的营销活动。再者，当地营销公司能协助追踪广告的效度，这点出口商在自己的企业总部是无法做到的。

Many first-time exporters also find it worthwhile to get to know the market firsthand. Overseas trade shows provide an excellent opportunity to expand your network and meet with targeted customers face-to-face. Doing this allows product demonstrations and on-the-spot sales. By finding the right mix of advertising and face-to-face promotion, exporters should be able to drum up plenty of overseas business.

很多出口贸易生手也同时感觉到在市场直接面对客户的经验相当值得。国外商展提供了绝佳的机会让你开拓人脉，并且和目标客户面对面会谈。参展可以展出产品，并且现场接单。找对了广告组合与当面推销机会，出口商应可以广为招徕客户。

Vocabulary

单词发音

promo [ˋpromo] n.【美】【口】电视节目预告；（电视或广播中的）推销；商品广告

hurdle [ˋhɝd!] n. 障碍，困难

gaffe [gæf] n. 过失, 失态, 出丑

fiasco [fɪˋæsko] n. 惨败﹐ 彻底的失败

highlight [ˋhaɪ͵laɪt] v. 使突显；强调

track [træk] v. 跟踪；追踪

worthwhile [ˋwɝθˋhwaɪl] adj. 值得花费时间（或金钱）的，值得做的

on-the-spot 立即, 当场

drum up 竭力招揽（生意等）(tr, adverb) to evoke or obtain (support, business, etc.) by solicitation or canvassing

Sentence of the Day

It’s easy to put your foot in your mouth sometimes.

有时候很容易就不小心说错话。

put one’s foot in one’s mouth 出差错, 说错话, 做错事, 闯祸

课文讲解

Steve is meeting with his travel agent, Frista:  史提夫和他的旅行社代理克丽斯塔见面：

K: Hi, Steve. Going on a holiday?

嘿，史提夫，要去渡假啊？

S: Hardly. I’m attending a series of trade shows across the U.S. It’s going to cost a fortune, but hopefully this will jumpstart our entry into the market.

不完全是。我要去美国参加一连串的商展。会花掉一大笔钱，不过希望这是好的开始，让我们可以切入那个市场。

K: I just came back from a travel industry trade show and I can definitely vouch for their value, but be prepared! My best advice is to know as much about the culture as possible.

我刚从一趟旅游展回来，我担保参加展览绝对是值得的，不过要做好准备！我衷心建议要先尽量多了解当地文化。

S: That’s no problem. I’m comfortable with American business lingo. And I’ve downloaded country reports from the Internet that give an overview of business practices around the world.

那没问题，美国商业界的术语我很在行的。而且我已经从网络下载了各国的产业报告，好让我对世界各地的商业活动有全盘的了解。

K: Hey, that should be really helpful in case you need to do business with sales reps from other parts of the globe. What about after the trade shows?

嘿，如果你要和世界各地的商业人士做生意，这应该非常有帮助。那商展结束以后呢？

S: I’ll be meeting a number of potential customers. I’m tracking them down right now, and I’ll make appointments before flying out.

我将去会见一些潜在客户。我正在和他们联系中，启程前我会先和他们订好约会。

K: You should also get to know all the industry players: distributors, magazine editors, government officials ---

你也应该结识一下这个行业里各个有关的人物：经销商、专业杂志的编辑群和有关的政府官员──

S: There’s no way I’m going to miss a chance like this to network. Thanks for the advice.

这样一个广开人脉的好时机我绝不会放过的。谢谢妳的建议。

K: So … are you going to sneak in some R’n’R?

所以…你要私下加一些轻松的行程吗【注】？

S: That’s why I came here rather than call from the office. How is Vegas in the spring?

这正是我人来此处，而不是只从办公室打电话来而已。拉斯韦加斯春天的情况如何？

【注】：R’n’R是休息和休憩 rest and relaxation 两个字的缩写。

－by Howie Phung

Vocabulary

单词发音

jumpstart [ˋdʒʌmp͵stɑrt] v. 推动（已停顿的系统或进程）；使重新快速运转

vouch [vaʊtʃ] v. 担保；保证[（+for）]

lingo [ˋlɪŋgo] n. 行话；隐语

in case 假如, 以防万一

track down 查出；追踪

player [ˋpleɚ] n.〔新型或竞争性商业的〕重要参与者

network [ˋnɛt͵wɝk] v. 建立工作关系网;交际

Sentence of the Day

Work hard, play hard.

努力工作，尽情玩乐。