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堂?布拉德利： 你认为怎么样， 爱德华?
EDWARD GREEN: I think the design is very good. But not for this product. 爱德华?格林： 我认为设计很棒。但不适合这款产品。
DON BRADLEY: I agree. I?m sorry Phil but it seems rather young for our market. 堂?布拉德利： 我同意。对不起菲尔，但对我们的市场而言有点不成熟。
EDWARD GREEN: Yes, it?s very bright. It looks really good, but Big Boss is a niche product. We are targeting the
product at the children of well-educated, high income, young professionals. And don?t forget we expect adults to buy Big Boss as well.
爱德华?格林： 是的，颜色太艳。设计看起来确实不错，但“大老板”是个利基市场。我们的产品锁定的是受过
良好教育的儿童、收入高的年轻专业人士。别忘了，我们也希望成年人购买“大老板”。
GERALDINE: I?m sorry, deliveries are through the side door. You go out of the building, turn left, and there?s a door
on the right hand side marked deliveries. Okay?
杰拉尔丁： 对不起， 送货要走侧门。你出大厦，左转，右手边有个门，上面写着送货。好吗? GERALDINE: Hello, Bibury Systems. Oh, hello, Kate... 杰拉尔丁： 你好， Bibury系统公司。哦， 你好， 凯特…… CLIVE HARRIS: Is that Kate Mckenna? I?ll have a word. 克莱夫?哈里斯：是凯特．麦凯纳吗? 我想跟他谈一下。
CLIVE HARRIS: Hello, Kate. How?s your trip?... Good...We need you back here as soon as possible... Good luck! 克莱夫?哈里斯：你好， 凯特。你的旅行怎样？……好…… 我们需要你尽快赶回来……祝你好运! EDWARD GREEN: Sorry to disturb you, Derek. 爱德华?格林： 抱歉打搅你， 德里克。 DEREK: Not at all. 德里克： 没关系。
EDWARD GREEN: Have you met Phil Watson from RUYJ Advertising? 爱德华?格林： 你见过RUYJ 广告公司的菲尔?沃森吗? DEREK JONES: No, I don?t think so. 德里克?琼斯： 没有，没见过。
EDWARD GREEN: Phil, I?d like to introduce Derek Jones our Development Manager. 爱德华?格林： 菲尔， 我来介绍，德里克?琼斯，我们的研发经理。 DEREK JONES: Glad to meet you. 德里克?琼斯： 很高兴见到你。
EDWARD GREEN: This whole area is our development workshop. It?s where we work on the ideas for new products
and toys.
爱德华?格林： 这里整个区域都是我们的研发车间。我们在这里对新产品和玩具的创意着手制作。 PHIL WATSON: Who gives you the ideas? 菲尔?沃森： 谁提出这些创意?
EDWARD GREEN: Most of the ideas come from inside the company... 爱德华?格林： 大多数创意来自公司内部…… PHIL WATSON: Who thought of this? 菲尔?沃森： 谁想到这样做的?
EDWARD GREEN: This product here is being manufactured under licence from a company in the States. It?s not our
concept, I?m afraid. But it?s selling very fast. We have a very flexible position on licensing deals.
爱德华?格林： 这个产品是由一家美国公司提供特许生产的。不是我们的想法。但销售很快。我们在特许交易
上采取很灵活的方式。
PHIL WATSON: This looks beautiful. 菲尔?沃森： 看上去真漂亮。
EDWARD GREEN: Derek, whose idea was this? Did you think of this one?
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爱德华?格林： 德里克， 这又是谁的注意？是你想到的吗？
DEREK JONES: No, it?s quite nice, isn?t it? That toy started life as a picture from a young girl from a local school. She
sent it in to us. Ah, here it is.
德里克?琼斯： 不是。很不错，对吧？这个玩具最初是张图片，是本地一所学校的一个女孩寄给我们的。啊，
在这里。
PHIL WATSON: How do you do your market research for a new product? 菲尔?沃森： 你们对一个新产品是怎样做市场调研的?
EDWARD GREEN: Good question. It depends on the product. We have our own research people in-house so we do very
detailed assessments. But, of course, we buy in market research expertise when we look outside the UK. Marketing Big Boss is very complicated. We?re targeting both adults and children.
爱德华?格林： 这个问题问的好。主要是看产品自身。我们本身有调研人员，因此我们会做详细的评估。当然，
我们关注英国之外的市场时，我们会买进市场调研技术。对“大老板”进行市场营销上很复杂的。我们的目标是包括成人和儿童。
PHIL WATSON: Nice to meet you, Derek. 菲尔?沃森： 很高兴见到你， 德里克。
DEREK JONES: You too. I hope you get the packaging designs right. Big Boss deserves the best. 德里克?琼斯：你也是。我希望你收到了正确的包装设计。“大老板”应该用最好的。
★★★★New words and expressions生词和短语★★★★
short visit 短期访问/短暂停留 show sb. around 带某人参观 guided tour （有导游的）游览 freeway 高速工路（美） motorway 高速工路（英） option 选择 components 零件、部件 conference room 会议室 innovative 革新的、新颖的
video 电视的/视频的 stereo sound 立体声 slide 幻灯片
greenfield site 新发展区 hi-tech production line 高科技生产线 intersection 交叉口（美）junction 交叉口（英）
under licence in-house
conference facilities
niche product 特殊定向产品 target 目标 well-educated 有教养的/受过良好教育的 high-income 高收入
young professionals 年轻的专门人才 under licence
concept 计划/主意flexible 灵活
export licnece 出口许可证 import licence 进口许可证 常用会议设施
conference facility 会议设施 flipchart 活动挂图/配套挂图 overhead projector 投影机 television 电视
stereo sound 立体声
audio equipment 音箱设备 video camera 摄像机
Lesson 9 Explaining How Something Works (第九课 解释他们是怎么工作的)
DESCRIBING PROCESSES 描述过程 GIVING INSTRUCTIONS 进行操作说明
EXPLAINING THE FEASIBILITY STUDY 阐明可行性研究
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In this unit...
Derek explains how Big Boss works. Mr. Wong looks at some old toys.
Edward explains the feasibility study for\ CLIVE HARRIS: Can I get you a cup of tea or something? 克莱夫?哈里斯：给你拿杯咖啡或别的? MS WONG: No, thanks, I?m fine. 黄女士： No， 谢谢， 不用了。
CLIVE HARRIS: Please have a seat. Well, Sally, you?ve seen the company. You?ve seen our products. What do you
think?
克莱夫?哈里斯：请坐。萨利，你参观了公司，也见过了我们的产品。你认为怎么样? MS WONG: You have a wide product range, but they?re all dependent on the same chip technology. I think we may
be able to supply you with some of the necessary circuitry ...but, of course, we need to speak further about this.
黄女士： 你们的产品样式很多，但都依赖同样的芯片技术。我认为，我们可以为你提供必要的电路元
件……当然，我们还要就此再深入交谈。
CLIVE HARRIS: Well, thanks for coming in. 克莱夫?哈里斯：噢，谢谢你的来访。 MS WONG: It has been most interesting. 黄女士： 这次参观很有意思。 DEREK JONES: This is the latest prototype. 德里克?琼斯： 这是最新的模型。 PHIL WATSON: How does it work? 菲尔?沃森： 怎么用？
DEREK JONES: Say something to the boss. 德里克?琼斯： 对“大老板”随便说点什么。 PHIL WATSON: Like what? 菲尔?沃森： 比如?
DEREK JONES: Anything. There?s a microphone in Boss?s ear, and it will recognise certain commands. It records what
you say and stores it. When it hears the trigger word, it plays it back.
德里克?琼斯： 什么都行。 “大老板”的耳朵里有个麦克风，它可以识别某些指令。它会录下你讲的内容，并保
存起来。在听到触发字后，就会播放出来。
PHIL WATSON: I?m sorry, could you repeat that? I don?t understand what you mean by trigger word. 菲尔?沃森： 对不起，能再说一遍吗？我不太明白触发字的意思。
DEREK JONES: Okay, I?ll try to explain it more simply. We can programme the Boss to say something like \
want problems, I want solutions\voice card. Then you say the phrase. \nose again.
德里克?琼斯： 好的，我会尽量简单地解释。我们可以编程使“大老板”说类似“我不管问题，只要解决方案”的话。
我们是这样做的：你按一下它的鼻子，这样就激活了声卡。然后你说个短语。 “我不管问题，只要解决方案” 然后你再按一下鼻子。
PHIL WATSON: Why do you do that? 菲尔?沃森： 为什么要这样做?
DEREK JONES: You do that in order to stop the recording. Then you select your trigger word. 德里克?琼斯： 这样做是为了停止录音。然后再选择触发字 PHIL WATSON: What is that? 菲尔?沃森： 那是什么呢?
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DEREK JONES: The trigger word makes the Boss speak. Every time he hears that word, he will say \don?t want
problems, I want solutions.\
德里克?琼斯： 触发字可以使“大老板”开口说话。它每次听到这个词，就会说“我不管问题，只要解决方案”。 PHIL WATSON: So, let me clarify this: each time the Boss hears the trigger word, he?ll repeat the phrase. 菲尔?沃森： 让我来澄清这点：每次“大老板”听到触发字，就会重复这个短语。 DEREK JONES: Exactly. So give him the trigger. 德里克?琼斯： 正确。那就给它个触发字吧。
PHIL WATSON: Okay ummm ...The trigger can be the word \ 菲尔?沃森： 好的， 嗯 ……触发字就用“问题”这个字吧。 DEREK JONES: Fine. Say it in his ear, then.
德里克?琼斯： 好。对着它的耳朵说，然后。 PHIL WATSON: \ 菲尔?沃森： “问题”。
DEREK JONES: Okay, now say a sentence with the word \ 德里克?琼斯： 好的， 现在说个带“问题”这个字的句子。
PHIL WATSON: Excuse me, Big Boss, I?m having some problems with the project. 菲尔?沃森： 打扰一下，“大老板”，我在这个项目上有些\问题\。 BIG BOSS: Problem! I don?t want problems. I want solutions. “大老板”： 问题！“我不管问题，只要解决方案”。 PHIL WATSON: Brilliant! How is it powered? 菲尔?沃森： 太好了！它的动力是怎样的?
DEREK JONES: Aha! You?ll enjoy this: light energy. It won?t need new batteries. Both the eyes contain photo-sensitive
cells which absorb the solar energy. These cells then power the motors located here under each arm. Now, as everybody knows, when you have this kind of configuration there is a...
德里克?琼斯： 啊哈! 你会很喜欢的：光能。不需要新电池。它的双眼都有可以吸收太阳能的感光电池。这些
电池给每支手臂下的发动机提供动力。大家都知道，如果你有这种设置，就会……
EDWARD GREEN: Sorry, Derek would you mind explaining that in another way? 爱德华?格林： 对不起， 德里克。可以用另外的方式解释一下吗?
DEREK JONES: Sorry. I?ll keep it simple. The important thing is that this is a major breakthrough. All the toys will
represent the very latest in technology.
德里克?琼斯： 抱歉。我会简单地说。重要的是这是个重大突破。所有的玩具都代表着科技的最新进展。 PHIL WATSON: I can see that. It?s very impressive. 菲尔?沃森： 这个我可以看初步来。给人的印象很深刻。 EDWARD GREEN: Thanks, Derek. 爱德华?格林： 谢谢， 德里克。
PHIL WATSON: Thanks for the demonstration. 菲尔?沃森： 谢谢你们的演示。 DEREK JONES: Any time. 德里克?琼斯： 随时效劳。 MS WONG: Tell me, do these toys work? 黄女士： 告诉我，这些玩具还可以工作吗? CLIVE HARRIS: These? Yes. 克莱夫?哈里斯：这些？可以。 MS WONG: How old are they?
CLIVE HARRIS: Some of them are Victorian. No microchips in these. 克莱夫?哈里斯：有些是维多利亚女王时代的。这些没有微芯片。 All clockwork, but some of them are quite ingenious. Look at this one for instance.
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全部是依靠机械力，但有些是很有创意的。比如这个。 A young violin player. 一位年轻的小提琴手。 MS WONG: It?s very beautiful. How does it work? 黄女士： 很漂亮。它是怎样用的?
CLIVE HARRIS: Well, you just wind it up ...and off he goes ... Grandmother played with some of these when she was a
girl. And my father collected clockwork toys.
克莱夫?哈里斯：只要给它上紧发条，他就会动了。我祖母年轻的时候玩过一些。我父亲收集了这些机械玩具。 MS WONG: They are very clever. 黄女士： 都很精巧。
CLIVE HARRIS: But not very safe ...Look at the sharp edges on this one. Very dangerous and it?s covered with lead
paint.
克莱夫?哈里斯：但却不怎么安全……看这个，边上很锋利。很危险，并且是用铅喷漆的。 MS WONG: Tell me, how does this work? 黄女士： 告诉我，这个怎么用？
GERALDINE: I?ve pressed return and nothing happens. I?ve tried that. How can I get out of the programme? 杰拉尔丁： 我按了返回，但没什么反应。我这样试过了。我怎么才能推出这个程序呢？ Just a second. Could you speak more slowly, please? Right. Let me try. F1 and then return.Yes, 请稍等。能说的再慢些吗? 好了。让我试试。先按F1，再按返回键。对了， then press \ 再按“退出”。啊，对了。谢谢。
EDWARD GREEN: ...Let me show you how products are market researched... 爱德华?格林： ……我来给你演示一下，怎样对产品进行市场调查……
EDWARD GREEN: You see all products go through the same, basic process. They start as an idea. 爱德华?格林： 所有的产品都要履行一样的基本程序。开始时只是个想法。
Every month, a management committee looks at all the new ideas and they put development money into some of them. Let me show you an example. Take this product: \
管理层委员会每个月都对所有的新想法进行筛选，对其中的一些想法注入研发资金。我给你看
个例子。比如这个产品： “Friendly Fish”。
The idea came from a freelance designer. A Management Committee looked at the designs and they
liked them. Follow me. They asked the development team how much it would cost to manufacture the product, and they asked the Marketing Department two questions:
这个想法来自一名自由设计师。管理层委员会看了设计，很喜欢。请随我来。于是他们询问队伍，
制作这种产品要花多少钱。他们对市场营销部提出了两个问题：
1. Who is the target market for Friendly Fish? 2. How big is that market? 1、Friendly Fish的目标市场是哪人? 2、市场有多大？ We then know if the idea is worth taking on to the next stage which is the feasibility study. 这样我们就会知道这个想法是否值得进行到下一步，也就是可行性研究。 PHIL WATSON: So what happened with the Friendly Fish? 菲尔?沃森： 那么Friendly Fish最后怎样了呢?
EDWARD GREEN: We learned at this stage that it was a low cost high volume mass market product. 爱德华?格林： 我们在这个阶段了解到这是一种量大价廉的大众产品。 The feasibility study indicated that Friendly Fish would sell all over Europe. 可行性研究显示Friendly Fish将行销整个欧洲。 We then invested in more market research. 之后，我们投资进行了更多的市场研究。 We asked a large group of eight year olds from Different backgrounds about \
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