23考研外刊阅读《哈佛商业评论》双语精读版训练

23考研外刊阅读《哈佛商业评论》双语精读版训练

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中国高翻团队倾力之作

全文字数：1693字

阅读时间：15分钟

小贴士：

段落匹配练习题，请将以下三个选项与文中的三段内容进行匹配

　　

1. Avoid half-truths.

   　　

2. ead the room and adjust.

   　　

3. Do not overspin.

   　　

真的要通过英英释义才能更好地理解词汇的意思呀，比如本文中第一段出现的monolith，请大家留意使用这种学习方法：If you refer to an organization or system as a monolith, you are critical of it because it is very large and very slow to change, and it does not seem to have different parts with different characters.

——大橙子留

上期翻译答案

But for Ms. Hayakawa, it was not a stretch to imagine a world in which the oldest citizens would be cast aside in a bureaucratic process — a strain of thought she said could already be found in Japan.

但是在早川看来，不难想象一个老年国民被官僚程序随意打发的世界——她认为在日本已经能看到这种想法在显露端倪。

1.by any stretch (of the imagination): used to emphasize that a negative statement is true

《本期内容》

双语阅读

Yes, trust is in short supply, yet it remains a vital currency in sustainable customer relationships. A 2021 survey of 1,000 consumers concluded that more than 80% consider trust a deciding factor in their buying decisions, despite the fact that only 34% trust the brands they use. Consumers, of course, are not amonolith. And as it so happens, age is a keydifferentiatorin understanding the intricacies of the public’s confidence in and perception of the news media, in particular.

确实，这个社会缺少信任，但在可持续的客户关系中，信任依然是一个很重要的硬通货。2021年一项针对1000名消费者的调查得出的结论显示，超过80%的人认为信任是他们消费行为的决定因素，尽管只有34%的人信任他们使用的品牌。当然，消费者并不是一个庞大而僵化的组织。翻译划线句，长按文末小程序码打卡，答案下期公布~

To summarize, older adults are more brand-conscious, while younger adults are more process-conscious. As marketing experts, we can apply these findings to our brand messaging to develop credibility with our intended audiences as they age and evolve. Here is how.

总而言之，老年人更有品牌意识，而年轻人更有过程意识。作为营销专家，我们可以将这些发现应用于我们的品牌信息中，随着目标受众年龄的增长和发展，建立他们对我们的信任。以下是一些方法。

Though Edelman found that trust in CEOs hit an all-time low in 2021, the same study revealed that businesses are still considered more trustworthy than governments, NGOs, and the news media. With such power comes great responsibility. CEOs and other business leaders must address today’s most pressing challenges and focus on societal engagement with greatfervor. According to the 2021 Edelman Trust Barometer, 53% of respondents believe that business leaders have a duty to fill theinformation voidleft by the news media.

尽管爱德曼公司发现，人们对首席执行官的信任在2021年达到了历史最低点，但同一项研究显示，人们仍然认为企业比政府、非政府组织和新闻媒体更可信。这种强大的信任感随之也带来了巨大的责任。首席执行官和其他商业领导人必须以极大的热情应对当今最紧迫的挑战，专注于社会参与。根据《2021年爱德曼信任晴雨表》，53%的受访者认为，商业领导人有责任填补新闻媒体留下的信息空白。

Pfizer has been in the news a lot this past year — mostly for good reasons. CEO Albert Bourla and his team cleared myriadhurdlesto develop an innovative, effective Covid-19 vaccine in record time. But back in 2006, Pfizer was in the news for less-than-glowing reasons after launching a $258 million ad campaign for acholesteroldrug with Robert Jarvik, inventor of the first permanent artificial heart, as the face of it.

辉瑞公司去年一直处在舆论的风口浪尖上——多数都有充分的原因。首席执行官阿尔伯特·波拉和他的团队克服了无数障碍，开发出了一种创新、有效的新冠疫苗，耗时创下新的记录。但早在2006年，辉瑞公司就因为一些不那么光彩的原因上了新闻，因为它花费2.58亿美元推出了一款胆固醇药物的广告，由首个永久人造心脏的发明者罗伯特·贾维克担任代言人。

When was the last time you checked the pulse of your customer base? You should be continually evaluating the effectiveness of your marketing efforts by asking yourself these key questions:

1.What is our customer sentiment? Negative? Positive?

2.What are our favorability ratings? Are they rising? Dropping?

3.Is our audience engaging with our content?

4.And did we follow through on our promises?

By regularly checking whether consumers are picking up what you are putting down, you will find that you can more easily meet and even exceed their ever-evolving preferences.

你上一次关注客户基础意愿是什么时候？你应该通过扪心自问以下这些关键问题来不断评估营销工作的效果：

1.我们的客户的情绪如何？是负面的还是正面的？

2.我们的客户好感度如何？正在上升还是下降？

3.我们的客户是否喜欢我们的内容?

4.我们兑现承诺了吗?

通过定期检查消费者是否接受你们推出的产品，你会发现你可以更容易地满足甚至超越他们不断变化的偏好。

本文节选自：Harvard Business Review（哈佛商业评论）

发布时间：2022.06.03

作者：Christine Alemany

原文标题：3 Ways Marketers Can Earn — and Keep — Customer Trust

词汇积累

1. monolith

/ˈmɒnəlɪθ/

n.整块石料；庞然大物

2. differentiator

/dɪf(ə)r(ə)’ʃieɪtə/

n.[自] 微分器；微分电路；区分者

3.fervor

/’fɜːvə/

n.热情；热烈；热心；炽热

4. hurdle

/ˈhɜːdəl/

n. 障碍，难关; 跨栏; 跨栏赛跑

v. (奔跑中)跳越(某物); 克服(障碍或困难)，渡过难关

5.cholesterol

/kəˈlɛstəˌrɒl/

n. 胆固醇

词组搭配

1.information void 信息空白

写作句总结

大家把这句话背下来，稍微改改就能用，贼好贼好，背就完事儿！

And as it so happens, age is a key differentiator in understanding the intricacies of the public’s confidence in and perception of the news media, in particular.

打卡作业

在草稿纸上翻译文章中的划线句，完成每日的打卡练习！下期推送会公布参考翻译答案，大家一起来学习英语吧~

外刊君为同学们汇总了《2022年1-6月考研时政热点》，戳码回复“时政”，下载pdf源文件。

（戳码回复“时政”）

· END ·

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23考研外刊阅读《哈佛商业评论》双语精读版训练