Unit 9 Products 产品

1. Unit 9Products产品

2. 学习目标 从本单元到第12单元都是关于市场营销的。本单元包括一篇关于产品和品牌的课文，通过对于成功品牌的讨论自然切入课文；一段采访一家准备推出一种新产品的公司董事的录音；以及对机器销售的讨论。

3. 词汇和短语 after-sales service 售后服务 augmented 扩张的 brand 商标，牌子 brand name 品牌 brand-switcher 转换（购买）不同牌子的人 constitute 组成 credit facilities 银行对同业提供信用，信用透支，信 贷组织等 delivery 交货，交付 dilute 削弱，降低 distinguish 区别，辨别 down-market 面向低收入消费者的 evolution 发展，演变

4. 词汇和短语 image 肖像，形象 initiative 主动，积极性 launch 投放市场 line-filling 产品系列的填补 line-stretching 产品系列的扩充 logo 标识，标志，（特别的）标记 market segment 细分市场 market share 市场份额，市场占有率 multi-brand strategy 多品牌策略 niche 缝隙（市场），利基（市场） product life cycle 产品生命周期

5. 词汇和短语 • product line 产品系列 • product mix 产品组合 • product range 产品范围 • profitability 利润率，有利可图 • prototype 原型 • retailer 零售商 • shelf 架子 • up-market 高档的 • vending machine 自动售货机 • warrantyguarantee 保修

6. 难点注释 1.Thusservices,activities,people(politicians,atheletes,film stars),places(holiday resorts),organizations(hospitals,colleges,political parties),and ideas,as well as physical objects offered for sale by retailers,can be considered as products. 本句紧接上句，列举出一些“产品”的主要例子，thus起了连接作用。全句可以译成：这样，服务、活动、人（政治家、运动员、电影明星）、地方（度假胜地）、组织（医院、学院、政党）和想法。还有由零售商降价销售的实在的物品，都可以认为是产品。

7. 难点注释 2.The major producers of soap powders,for example,are famous for their multi-brand strategy,which allows them to compete in various market segments,and to fill shelf space in shops,thereby leaving less room for competitors. 本句修饰strategy的定语从句的谓语结构是:...allows them to...,and to...这个句子的意思是：例如，肥皂粉的主要生产商以他们的多品牌策略而出名，这一策略允许他们在各种各样的细分市场中进行竞争，把他们的产品填满商店的货架，因而给竞争者留下更少的空间。

8. 难点注释 3. Since different products are always at different stages of their life cycles,with growing ,stable or declining sales a profitability,and because markets,opportunities and resources are in constant evolution,companies are always looking to the future,and re-evaluating their product mix. 本句有两个原因状语从句，since引起显而易见的原因，because强调事情的原因。全文译成：由于不同的产品总是处在它们生命周期的不同阶段，销售和收益总是从增长、稳定到下降；也因为市场、机会和资源经常的处在发展变化中，公司总是着眼未来并不断地重新评价他们的产品组合。

9. 难点注释 4. Yet most product lines have a tendency to lengthen over time,as companies produce variations on existing items,or add additional items to cover further market segments. 本句as引起的从句说明原因或伴随发生的情况，含有两个动词：product和add。全句意思：然而，由于公司生产现有品种的变体，或者增加附加品种进一步覆盖细分市场，大多数产品系列的寿命有随着时间延长的趋势。

10. 难点注释 5. Line-stretching means lengthening a product line by moving either up-marcket or down-market,i.e. making items of higher or lower quality. 本句对line-stretching做出解释，而i.e.引起的补充说明又简单解释up和down marcket的意思。全句可译为：产品系列延伸指的是通过向市场高端或低端发展，即生产更高或更低质量的产品来延长一种产品系列。

11. 难点注释 6. Yet such moves may cause image problems:movin to the lower end of a market dilutes a company's image for quality,while a company at the bottom of a range may not convince dealers and customers that it can produce quality products for the high end. 这里的image指公司在消费者心中的形象。while引起的并列句中，that从句是convince的宾语从句。全句的意思：然而这种变动可能引起形象上的问题：往市场低端发展削弱了公司重视质量的形象，而一个排位在最后的公司不大可能说服经销商和消费者相信它能够生产高端的高质量产品。

12. 难点注释 7. Line-filling---adding further items in that part of a product range which a line already covers---might be done in order to compete in competitors' niches,or simply to utilize excess production capacity. 本句破折号之间部分是进一步说明“产品系列填补”的，其中又含有限定range的从句，in order to ...,or to...说明目的。全句的意思：产品系列填补----在已经覆盖市场的系列产品中增加新的产品项目----可能为了在竞争对手的缝隙市场进行竞争，或者只是为了利用多余的生产能力。

13. 补充知识 Colgate高露洁公司（生产牙膏等卫生用品的公司）Philips飞利浦公司（一家生产家用电器的法国公司）Procter&Gamble宝洁公司（一家生产洗涤用品和化妆品的美国公司）Unilever联合利华公司（一家生产日常用品、化妆品等的国际公司）Yamaha亚马哈公司（一家生产各种电子乐器、音响、摩托车等的日本公司，网址是www.yamaha.com）.

14. 练习答案 1c 理解 1,Because this allows them to cover several market segments,leaves less space for competitors' products,and makes it more likely that brand-switchers will occasionally buy their products. 2, Because they usually include products that are reaching the end of their life cycle,and because consumer needs,market opportunities,and the company's possibilities are always evolving.

15. 练习答案 1c 理解 3, Overall company objectives,such as whether they are looking for a large market share,or market growth,or high profitability,and so on. 4, Stretching a line to the lower end of a market may damage a company's image for quality.Conversely,companies making cheap products might not convince the market that they can also make quality products. 5.Companies might fill their product lines in order to compete in niches previously occupied by competitors,or in order to use spare production capacity.

16. 练习答案 1d 词汇 1. credit facilities 2.warranty or guarantee 3. shelf 4. brand-switchers 5. (product)life cycle 6. profitability 7. opportunities 8. marketshare 9. image 10. niche

17. 练习答案 • 2a 讨论 销售机的好处包括： They can be installed almost anywhere. You don't have to pay sales staff,just someone to fill,clean and maintain the machine. They can function 24hours a day,365 days a year. 销售机的坏处包括： They can be vandalized. If they are broken,the customers can lose his or her money. It must be possible to adjust prices on machines because of inflation and change of coinage or currency.

18. 练习答案 • 2c 词汇 1.portions 2.chips 3.striking 4.dehygrated 5.ingredients 6.kiosk 7.shareholders 8.fortune 9.consistency 10.logo