剑桥英语三第十二课12 The wrong stuff 错误的东西

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The wrong stuff 错误的东西

LOOK at the picture and the first sentence of the article . 看图片和文章的第一句话。

why is market research important to companies that want to sell their products internationally. 为什么市场研究重要的是要在国际上推销自己的产品的公司。

If a business wants to sell its products internationally,it had better do some market research first.

如果一个企业想要在国际上销售其产品，也最好先做一些市场调查。 this is a lesson that some large American corporations have the hard way.

这是一个教训，一些大型美国公司有艰辛的道路。 what's in a name? 什么是在一个叫什么名字？

sometimes the problem is the name .when General Motors introduced its Chevy Nova into Latin America ,it overlooked the fact that NO va in Spanish means "Sure enough ,the chevy nova never went anywhere in Latin America "有时候问题是名字。当通用汽车公司推出了其雪佛兰新星到拉美，它忽略了一个事实，在西班牙语中意为NO VA“果然，新的雪佛兰从来没有在拉丁美洲任何地方” translation problems翻译问题

sometimes it's the slogan the doesn't work. No company knows this better than pepsi-cola,with its "come alive with pepsi !" campaign .



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the campaign was so successful in the United states, Pepsi translated its slogan literally for its international campaign .as it turned out ,the translations weren't quite right.

有时它的口号是行不通的。没有一家公司知道这比百事可乐，以其“来活着与百事可乐！”运动。运动是如此的成功，在美国，百事翻译它的口号字面其国际活动。至于事实证明，翻译是不完全正确。 Pepsi was pleading with Germans to "come out of grave " and telling the chinese that "pepsi brings your ancestors back from the grave"

百事可乐与德国恳求“走出坟墓”，并告诉中国的是“百事带给你的祖先从坟墓回来”

A picture's worth a thousand words 一张照片的胜过千言万语 other times, the problem involves packaging . 其他时候，这个问题涉及到包装中。

A picture of a smiling ,round-cheeked baby has helped sell countless jars of Gerber baby food . so when Gerber marketed its products in Africa, it kept the picture on the jar. 一个微笑，圆颊婴儿的图片，帮助出售嘉宝婴儿食品罐子不计其数。所以当格柏销售其产品在非洲，它保存在罐子的图片。

what Gerber didn't realize was that in many African countries,the picture on the jar shows what the jar has in it. 什么格柏没有意识到的是，在许多非洲国家，在瓶子的图片显示了罐子中有。



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Twist of fate 命运转折

Even cultural and religious factors-and pure coincidence-can be involved.

甚至是文化和宗教因素，以及纯粹的巧合，可以参与。

thom McAn shoes have a thom McAn "signature" inside . 汤姆MCAN鞋有吞MCAN“签名”内。

to people in bangladesh,this signature looked like Arabic script for the word allah.

人们在孟加拉国，该签名看起来像阿拉伯文字的字真主。

in that country,feet are considered unclean,and Muslims felt the company was insulting God's name by having people walk on it . 在该国，脚被认为是不洁的，和穆斯林认为该公司是侮辱上帝通过让人们走在上面的名字。

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