1、Business English TranslationUnit EightFocus of the Unit 同位语从句 定语从句 被动语态的翻译 词性转换 翻译中主语的转换Words&Expressions(A)planning cycle continuous,real-time information system periodic analysis develop strategic flexibilityan emerging consumer-interest area a clear and shared understandinga distinctive and farsi
2、ghted viewregenerate core strategiesreengineer core processesbe out in front rather than catching upthe projection-based approach long-range planning adapt strategic decision making to real time 计划周期持续、实时的信息系统定期分析发展战略灵活性新型的消费者感兴趣的领域清晰而一致的认识清楚的有远见的观点重新制定核心战略重建核心过程处于领先地位，而非追赶他人基于预测的方法长期规划方法使战略决策符合实时要求
3、Sentence Translation Strategic market management,or simply,strategic management,is motivated by the assumption that the planning cycle is inadequate to deal with the rapid rate of change that can occur in a firms external environment.战略市场管理，或者简单地说，战略管理，是由计划周期不足以应对公司外部环境快速变化的假设推动形成的。Points for attent
4、ion:同位语从句 定语从句Sentence Translation To cope with strategic surprises and fast-developing threats and opportunities,strategic decisions need to be precipitated and made outside the planning cycle.为了应对战略上的突然变化突然变化以及快速产生的威胁和机遇，我们需要促成计划周期外的战略决策的制定。Points for attention:surprises 突然变化 被动语态的翻译Sentence Trans
5、lation Recognition of the demands of a rapidly changing environment has stimulated the development or increased use of methods,systems,and options that are responsive.对一个快速变化环境需求的认识，使得有响应的方法、体系和选择得以发展与不断使用。由于认识到快速变化环境需求，人们开发或更多使用了快速响应的方法、体系和选择。Points for attention:翻译中词性的转换 n.v.比较：哪一种译法更符合汉语的表达习惯？为什么
6、？Sentence Translation In particular,it suggests a need for continuous,real-time information systems rather than,or in addition to,periodic analysis.这种认识尤其表明我们需要需要的是持续实时的信息系统，而不是或不仅仅是定期分析。need 翻译中的词性转换Sentence Translation More sensitive environmental scanning,the identification and continuous monitor
7、ing of information-need areas,efforts to develop strategic flexibility,and the enhancement of the entrepreneurial thrust of the organization may be helpful.我们需要更敏感地审视环境，确认以及不间断地监视需要信息的区域，努力发展战略灵活性，以及提升企业家对机构的推动力，这些都可能是有帮助的。Points for attention:主语是什么？词性？注意动名词的处理。翻译中语法的调整，主语的转换。Sentence Translation St
8、rategic flexibility involves strategic options that allow quick and appropriate responses to sudden changes in the environment.战略灵活性包含多种战略选择，以便能对环境的突然变化做出迅速而恰当的反应。翻译中的词性转换Sentence TranslationRather than simply accepting the environment as given,with the strategic role confined to adaptation and reac
9、tion,strategy may be proactive,affecting environmental change.战略意味着不再是简单地接受给定的环境，也不再扮演适应和回应环境的战略角色，而可能会是先发制人的，是去影响环境变化的。Points for attention:三个伴随状语，翻译时要理清句子结构。proactive的意思是“积极的，有预见的，先发制人的”，根据上文可以知道，原先的战略是被动地接受给定的环境，而现在很可能会采取相反的做法，即主动地去应对或影响环境变化，因此将其译成“先发制人的”，又如：Not reactive,but proactive steps to co
10、mbat terrorism.译文：在与恐怖主义的斗争中应先发制人而不能处于被动。Sentence Translation The company is mostly out in front rather than catching up.公司应该始终处于领先地位，而不是在追赶他人。Points for attention:in front意为“在前面，在最前面（或最重要）的位置”，这里意译为“处于领先地位”，而catching up 则译为“追赶他人”，以便与前面的“领先地位”相对应。Sentence Translation Strategic market management actu
11、ally includes all four management systems:the budgeting system,the projection-based approach of long-range planning,the elements of strategic planning,and the refinements needed to adapt strategic decision making to real time.战略市场管理事实上包含四个管理系统：预算系统、基于预测的长期规划方法、战略规划的要素以及使战略决策符合实时要求所需的精密改进措施。Points fo
12、r attention:Needed 过去分词短语定语Sentence Translation In strategic market management,a periodic planning process is normally supplemented by techniques that allow the organization to be strategically responsive outside the planning process.在战略市场管理中，定期的规划程序通常要有技术作辅助，这些技术使得机构可以在规划程序外能够保持战略上的这些技术使得机构可以在规划程序外
13、能够保持战略上的灵敏性。灵敏性。Points for attention:定语从句的翻译拆分法Sentence Translation(B)programs to generate band loyalty a prime enduring asset installed customer base switching costs a substantial investment enormous sustainable competitive advantages a substantial entry barrier to competitors an established brand
14、the profit potential for the entrant service backup prospective customers givesome breathing roomsensitive indicators of customer satisfaction 发展品牌忠诚的项目首要的永久性资产内在的消费者群体更换品牌的额外支出大笔投资巨大的可持续发展的竞争优势把竞争者拒之门外的巨大屏障地位稳定的品牌新的市场进入者的潜在利润服务支持潜在的消费者给喘息的机会体现消费者满意度的各种敏感指标Sentence Translation A customer orientation
15、 will lead to a concern for existing customers and programs to generate brand loyalty.以消费者为导向将使我们关注现有的消费者和项目，以发展品牌忠诚。Points for attention 翻译中词性的转换 concern n.v.Sentence Translation First,it reduces the marketing costs of doing business,since existing customers usually are relatively easy to hold the
16、familiar is comfortable and reassuring.首先，它可以降低做生意的营销成本，这是因为现有的消费者往往比较容易留住-熟悉的品牌往往让人感到舒适也更让人放心。points for attention the+adj.的用法Sentence Translation For the barrier to be effective,however,potential competitors must know about it;they cannot be allowed to entertain the delusion that customers are vul
17、nerable.然而，对于这个屏障的有效性，潜在的竞争者必须对此有所了解，他们不能心存错觉，认为消费者是易受诱惑的。Points for attention:同位语从句Sentence Translation(C)创新成功与否，要以市场回报来评价。The success of innovation should be evaluated as per the return on the market.Points for attention:翻译成被动语态Sentence Translation 从另一个角度讲，品牌是企业就其产品和服务，面向市场、面向用户、面向消费者所做出的承诺。From a
18、nother point of view,the brand is a promise made by the enterprise concerning its products and service to the market,users and consumers.Points for attention:注意这几个“面向”，汉语中习惯用重复表示强调，而英语中忌讳重复。Sentence Translation 随着经济全球化日益深化，跨国公司的全球战略正从产能扩张、技术扩张转向品牌扩张，。With the deepening of the economic globalization,
19、multinational companies are changing their global strategies from the expansion of production capacity and technology to that of brands.Points for attention:“that”代替“expansion扩张”Sentence Translation 因而，实现我国国内各地区市场统一，就如同在我国国内形成一个既是水平的又是垂直的既是水平的又是垂直的区域经济一体化，并且是其最高阶段完全经济一体化，包括政治体制统一，却不需要让渡国家权力。Therefor
20、e,to realize a unified market of different regions in China is like forming a regional economic integration both horizontally and vertically,which is also the highest stage-complete economic integration,including unifying the political system without transferring the state power.Points for attention
21、:翻译中词性的转换。Sentence Translation 面对严峻的竞争形势，走中国特色自主创新之路，绝不能在科技成果转化、实现科技产业化后就止步不前，必须继续前进，直达创新和营销自主大品牌的目标。Facing the severe competition,we should take the road of independent innovation with Chinese characteristics and cannot stop after realizing the commercialization of scientific findings and the indus
22、trialization of science and technology.Instead,we should move on to reach the goal of innovating and marketing famous self-owned brands.Points for attention:注意“instead”，表示转折。汉英翻译中主语转换 汉语常用人称主语英语常用物称主语 汉语主语隐含英语主语明确 汉语主语具体英语主语抽象 汉语常用人称主语英语常用物称主语 他一想到要返回去心里就害怕.The thought of returning filled him with f
23、ear.我没想到你会反对。It didnt occur to me that you would object.The little chaps good-natured honest face won his way for him.这小伙子长相老实看上去脾气也好到处有人缘.The thick carpet killed the sound of my footsteps.我走在厚厚的地毯上一点脚步声也没有。汉语主语隐含英语主语明确 送君千里终有一别。Although you may escort a guest a thousand miles yet must the parting c
24、ome at last.小不忍则乱大谋。If one is not patient in small thing one will never be able to control great ventures.交出翻译之前必须读几遍看看有没有要修改的地方。这样才能把工作做好。Before handing in your translation you have to read it over and over again and see if there is anything in it to be corrected or improved.Only thus can you do yo
25、ur work well.面试时问了她几个问题她一一答对了。She was asked several questions in the interview and answered every one correctly.书到后请立即付款。You are expected to pay right after the books are delivered.汉语主语具体英语主语抽象 The absence of intelligence is an indication of satisfactory developments.没有消息就是好消息。From the moment we stepped into the Peoples Republic of China care and kindness surrounded us on every side.一踏上中华人民共和国国土我们就随时随地受到关怀与照顾。Excitement deprived me of all power of utterance 我兴奋得什么话也说不出来。My good fortune has sent you to me and we will never part.我很幸运能够得到你让我们永不分离吧。
