汉语为语义型语言，着力考究“字”与语义及其相关关系，注重内容的意会性。因此，汉语的句法特征是：主语可由诸多不同类别的词语充当，主语隐含不显或无主语句的情况时常可见；谓语的成分非常复杂，且不受主语支配，没有人称、数、时态的变化；句与句之间多无明示逻辑关系的连接词。所以汉语句子看似松散，如流水般无定法可依。
英语为语法型语言，重点研究主谓序列及其相关词类，句子结构受形式逻辑制约，注重形式的严谨。英语句法的特征是：主语突出、易于识别，且只能由名词或名词性的词语担任；谓语绝对受主语的支配，在人称和数上面必须和主语保持一致，有时态、语态和语气的变化；句与句之间多以明示逻辑关系的连接词相连。所以英语依法构句，形式完整而严密。
在汉英翻译中，要牢记以上汉英语言之间的差异，记住英语是主语显著语言（subject-prominent language），英语句子构建在主谓轴（subject-predicate pivot）上。因此，选择确定主谓语，是成功构句，保证译文与原文功能相似、语义相符的关键。
（1）如果不适当地处理，锅炉及机动车辆排出的废气就会造成城市空气污染。
Exhaust from boilers and vehicles, unless properly treated, causes air pollution in cities.
（2）如果有公司要在供应链中运送零部件，或是把成品送到零售商处，它们的选择主要有两类：DHL（德国邮政DHL的子公司）、联邦快递和UPS快递等快递公司和集装箱货运。
Firms looking to move components through their supply chain or finished goods to retailers have two main options—DHL Express (part of Deutsche Post DHL), FedEx and UPS and containerised freight .
（3）用DHL快递把一个70公斤的包裹从上海送到伦敦，所花的时间相比给同样重量的人买一张飞机票要多三倍，价格则要翻两番。
Shipping a 70kg parcel from Shanghai to London with DHL Express takes three times longer, and costs four times as much, as buying a human of the same weight an airline ticket.
（4）要处理海关清关、保险、海上与公路和铁路之间的转运，以及货运中会遇到的所有其他实体的、程序的和官僚的阻碍，就需要货运代理人的服务。
Dealing with customs clearances, insurance, transfers between sea and road and rail and all the other physical, procedural and bureaucratic hold-ups that freight is heir to requires the services of a freight forwarder.
（5）大多数情况下，货运代理公司会按照运货总成本的百分比收费，这导致它没有什么动力来降低成本。
For the most part, freight-forwarding companies charge a percentage of the total cost of the shipment, which gives them little incentive to drive costs down.
（6）如果有一个自由而透明的市场，让人们能够轻松发现所有的运输选择，那么这个问题就可以通过竞争来解决。
In a free and transparent market where all the shipping options were easily discoverable,this problem would be solved through competition.
（7）根据一些人的估算，去除行政障碍和过时做法对国际贸易的促进作用比取消关税还要大。
It is estimated that removing administrative blockages and outdated practices would do more to boost international trade than eliminating tariffs.
（8）国际海事卫星组织公司（Inmarsat）最初由国际海事组织设立，为海上船舶提供卫星服务。它在今天提供的数据速率已经比20年前快了100倍以上。
Inmarsat, a company originally set up by the International Maritime Organisation to provide satellite services for ships at sea, today offers data rates for ships that are over 100 times faster than they were 20 years ago.
值得提醒的是，由于中国人和英美人的思维方式和语言习惯存在巨大差异，汉语主语并非总能完全对应地转换到英语中。直接将汉语原文主语作为英语译文主语的做法最简捷方便，但它运用的场合是有限的。初学者常犯的毛病是不假思索，照搬原文主语，下笔便译，结果译文虽然在形式上可能与原文相似，意义却相去甚远，行文也生硬，不符合英语的表达习惯。在翻译实践中，我们应根据英美人的思维方式、语言习惯、语境和行文需要，对主语的确定加以慎重考虑。如果保留原主语的做法不妥，我们就要另觅他法了。
（9）联合国认为，如果能将亚太地区所有与贸易有关的文书工作放到网上，出口商品所花费的时间可以缩短多达44%，成本可降低31%，同时推动出口每年增长2 570亿美元。
It’s recognized by the UN that putting all the Asia-Pacific region’s trade-related paperwork online could slash the time it takes to export goods by up to 44%, cut the cost of doing so by up to 31%, and boost exports by as much as USD 257 billion a year.
译一：China’s successful launching of her SHENZHOU series of manned spaceships was a great shocker to the rest of the world.
译二：China has successfully launched its SHENZHOU series of manned spaceships,which shocked the rest of the world greatly.
分析：此例中，译文一以原来作谓语的“发射”（launch）取代原主语“中国”（China），胜过照搬原主语的译二。
（11）去年机电产品出口稳步增长，全年出口额达770亿美元，增长14.7%，占外贸出口总额的比重为39.5%，占出口总额新增部分的88%。
译一：The export of mechanical and electronic products increased steadily last year.The annual value of export was USD 77 billion and increased 14.7%.It accounted for 39.5% of the total export of foreign trade and 88% of the newly increased part of the total export.
译二：Last year the export of mechanical and electronic products grew steadily, with an annual sum of USD 77 billion, up by 14.7%，which accounted for 39.5% of the total and 88%of the increase over the previous year.
译三：Last year saw a sustainable growth of the export of mechanical and electronic products with an annual sum of USD 77 billion, up by 14.7%，which accounted for 39.5% of the total and 88% of the increase over the previous year.
分析：译一由简单句堆砌，不具可读性；译二则由主句、从句及短语构成，体现了英语的空间架构之特点与美感；译三为拟人化主语，极具可读性。
A.试译下列句子。
1.这对公司定价有两方面的影响，最明显的影响是当子公司为当地市场进口产品时，须按转移价格支付进口税。
2.欠考虑的因素包括：市场状况、过度的企业生产能力的存在、竞争价格、产品生命周期阶段、市场股份目标、消费者的购买能力等因素。
3.最初的顾客是那些愿意承担风险，有经济实力，并且喜欢领先购买的新潮牌。
4.由于市场需求未变，但向该领域投资的企业增加，致使行业销售趋于平稳，市场趋向饱和，竞争达到白热化。
5.产品被引入市场，销售额快速增长，直到某一点才开始平稳下降，并最终被更新的产品所取代。
6.当经济增长缓慢或停滞时，企业可能希望保持市场中的位置或把市场视为“现金牛”，并采取适合目标的定价策略。
B.试译下列短文。
1.当一个公司进入新的海外市场时，它通常必须决定是否修改其营销战略以适应当地的市场状况。公司需要回答下列问题：产品本身需要改进吗？现在的促销和广告活动在新市场适用吗？适用于公司其他外国市场的销售网络能再次在新市场适用吗？上述任何一个问题都不好回答。然而，标准化的跨市场营销战略是一个潜在的有效方法。
2.欧洲委员会公布此前提议的“单一解决机制”计划的细节，根据该计划，欧盟可以获得一笔跨境资金，用以安抚行情低迷的欧元区银行。德国持有不同观点，认为实施这种扩大委员会权利的做法，有可能需要欧盟条约。法国、意大利跟西班牙则乐此不疲。
2009年，当美国经济受困于经济衰退时，人们对工商管理硕士（MBA）计划的兴趣创下新高。没有人感到奇怪：为了躲避经济衰退的暴风雨，通常在经济衰退的最初几年内，申请商学院的人数会增加。因此，对随后几年内申请商学院人数的下降，也许大家也不应该感到奇怪。这是经济不景气时间延长的结果。
《经济学人》对全日制MBA计划最新排名中的数据显示，中等层次院校毕业的MBA已经不像以往那样是一项投资。2010年，排名在前100名内但是在前15名之后的美国各学院两年的学费平均为81 911美元。这些学校刚毕业的MBA基本年薪的平均水平为81 178美元。五年前，这些学校两年的学费为60 247美元，几乎比现在便宜22 000美元，而当时毕业生的平均年薪为78 442美元，基本上没有比现在少多少。学费上涨出现在入学人数下降的时候，对美国中等水平的学校来说，过去十年内，入学人数下降了20%。
很少有人期待哈佛、沃顿商学院或斯坦福大学的MBA光环。国际商学院联合会（AACSB）估计现在全世界有13 670所机构提供商业学位的教育，国际商学院联合会（AACSB）在41个国家认证了633所商学院。当商学院数量不断增加，如何让自己在大众中脱颖而出显得越来越重要。想要被最优秀的商学院MBA录取，让自己显得足够聪明对招聘人员来说是一个有用的信号。在最近哈佛大学的研讨会上，来自一家大型咨询公司的权威人士告诉在座的各位著名教授，他认为学校最有价值的人就是招生负责人。一位曾经的哈佛学生在那做报告，但他们都能泰然自若地坐着。
In 2009, when the American economy was beset by recession, interest in MBA programmes hit a record high.No one was much surprised: applications to business schools often rise during the first years of a recession as people seek shelter from the storm.So perhaps no one should be surprised that in both succeeding years applications have fallen.That’s what prolonged doldrums do.
Data taken from The Economist’s latest ranking of full-time MBA programmes show that an MBA from a mid-ranking school is no longer the investment it once was.In 2010 the average tuition fee charged by American institutions ranked within our top 100, but outside of the top 15, was USD 81,911 for the full two years.The average basic salary of those schools’freshly-minted MBAs was USD 81,178 a year.Five years ago tuition at the same cohort of schools was nearly USD 22,000 cheaper—USD 60,247—while the average salary, USD 78,442, was barely less than today’s.This price rise comes at a time when enrolment is falling;for American mid-level schools it is down 20% over the decade.
Few expect the lustre of an MBA from Harvard, Wharton or Stanford to fade.As the number of business schools increases—the AACSB, a body which accredits 633 business schools in 41 countries, estimates there are now 13,670 institutions worldwide offering a business degree—being able to distinguish yourself from the masses matters more and more.And just being clever enough to be accepted on to an MBA from a top institution is a useful signalling device for recruiters.At a recent Harvard colloquium, a bigwig from one of the large consultancies told his audience of star professors that the only person he valued at the school was the admissions officer.A former student who was there reports that none of them batted an eyelid.
营销词汇
通路与配销 place and distribution
整合营销传播 integrated marketing communications
数据库营销 database marketing
网络营销 internet marketing
直效营销 direct marketing
关系营销 relationship marketing
包裹销售法 banded pack
边际成本 marginal cost
边际收益 marginal benefit
产品差异 product differentiation
产品生命周期 product life cycle
产品系列 product line
产品组合 product mix
成对比较法 paired comparisons
承诺型消费者 committed buyer
冲动购买 impulse buying
传销 pyramid selling
刺激营销 incentive marketing
促销 promotion
弹性 elasticity
电话访问 telephone interview
定位 positioning
独特销售主张 unique selling proposition
多方面衡量 multi-dimensional scaling
多品牌战略 multi-brand strategy
惰性销售 inertia selling
分销 distribution
覆盖率 coverage (www.xing528.com)
高度介入产品 high involvement product
购买周期 buying cycle
观察调研法 observation study
互补品 complements
稽核 audit
集中市场细分 concentrated segmentation
计算机辅助的电话采访 computer assisted telephone interviewing
价格分析 values analysis
价格敏感 price sensitive
价格歧视 price discrimination
交叉销售 cross-selling
交替需求 alternate demand
浸透策略 penetration strategy
决策群 decision making unit
快流量消费品 fast-moving consumer goods
零售周期 wheel of retailing
零头定价法 odd-even pricing
媒体分析 media analysis
每千人成本 cost per mille
美国营销协会 American Marketing Association
派生需求 derived demand
陪伴购物 accompanied shopping
配额抽样 quota sampling
频率分布 frequency distribution
前导性研究 pilot study
渠道冲突 channel conflict
人员推销 personal selling
认知图表 perceptual mapping
入户访问 door-to-door interview
软性促销 soft sell
商店稽核 store audit
社会接受度 social acceptability
社会营销 social marketing
市场策略的利润效果 profit impact of market strategy
市场调研/营销调研 marketing research
市场细分 market segmentation
市场占有率 market share
收获战略 harvesting strategy
收入效应 income effect
特许经营 franchise
推拉战略 push and pull strategies
完成法 completion techniques
完全竞争市场 perfectly competitive market
系统销售 system selling
细流战 drip campaign
显著特征 salient attribute
现场调研 field research
现场人员 field force
相关群体 reference group
消费者内在需求 consumer insight
消费者剩余 consumer surplus
消费者形象描述 consumer profile
销售反馈功能 sales response function
销售组合 sales mix
心智占有率 share of mind
新人训练 orientation training
选择性分销 selective distribution
一次性购物 one-stop shopping
一手资料 primary data
营销会计稽核 marketing audit
营销近视 marketing myopia
营销组合 marketing mix
影响力等级 hierarchy of effects
佣金制 commission system
邮购 mail order
有效贮藏期限 shelf life
预检验 pre-testing
争夺经营 scrambled merchandising
正常商品 normal goods
直递 direct mail
直销 direct marketing
重度消费者 heavy user
资料手册 fact book
自付优惠 self-liquidating offer
终端用户 end-user
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