HOW TO MARKET YOURSELF

　　We manage our own careers now. So knowing how to brand and position yourself in the market as 'Me plc' at different stages of your working life is becoming an increasingly vital skill. At least that is what image expert Mary Spillane believes. 'Employment as we know it is decreasing. Jobs don't exist, work exists. In the next decade most of us will be suppliers, not staff. We will have clients not bosses. If you are under 30, you probably know that there is only one firm to join for life: Me plc. It promotes you and your potential to others.'

　　'We're working in multi-national, multicultural, multi-corporate teams and it's important to understand the implications of this. We need to create a personal brand that is unique, but complements the brand of the corporation we are working for. You have to find a way to do it so that you are not just a typical employee,' advises Spillane. 'You have to decide what central values you want to project, and also what may need to alter from situation to situation.'

　　Many people only remember Mary Spillane for the years she spent running a cosmetics company, but she actually has masters degrees in information science and politics. She used to hide that hard-hitting side, but is now eager to show it and forget about cosmetics. 'Now that I'm working in the boardrooms of major plcs and global companies, I'm playing up my degrees and management background so that the image side is seen only as an addition to the value side,' says Spillane.

　　Some contracts take longer than others. 'The City law firms I'm currently working for are really difficult because they don't have any idea of what their brand should be, and are still very traditional even when talking about becoming modern. I'm showing them how to do everything from changing their reception areas -which tend to be very off-putting with their high-fronted reception desks - to how to make small talk that is less formal and rigid. Companies rebrand themselves all the time, spending millions on new office interiors and so on. But without an underlying change of attitudes, it can prove an empty exercise.'

　　She argues that for individuals too, there must be more than a surface change, as rebranding goes deeper than a mere change of wardrobe. Beyond advice on appearance, she tells clients, 'Remind yourself of what you are selling: the personal values that comprise your brand. Learn to present yourself in a way that will project what you want to deliver. Lifelong learning is essential, together with the sort of discovery and adventure that promote personal growth. Always have an up-to-the-minute CV ready to print out, refreshing it every few months with your most recent achievements, just to remind others of your brand value.'

　　She believes it is essential that you understand both your public self and your private self, as well as your blind spots and your potential, in order to create an effective brand. The public self is the image you project to the world, the private self is what you know about yourself but others don't, arid blind spots are those things that others see about you but you can't see for yourself. By deciding what image you want other people to see, emphasising more of your private self and sorting out a few blind spots, you will increase not only your potential to influence others, but also your self-esteem and self-confidence.'

　　13 In the first paragraph, Mary Spillane says people should learn how to market themselves because

　　A it encourages companies to give them a job for life.

　　B in the future it will be a company requirement.

　　C in many careers it is becoming difficult to succeed.

　　D it will help them adapt to developments in the job market.

　　14 Spillane says that, when creating a personal brand, it is important to

　　A change things depending on the circumstances.

　　B decide what image people would like you to present.

　　C make sure that colleagues feel at ease with your image.

　　D follow the example of someone in the company you work for.

　　15 What do we learn about Spillane in the third paragraph?

　　A She is embarrassed about her career with a cosmetics company.

　　B She doesn't like talking about her academic background.

　　C She has qualifications many people are unaware of.

　　D She worries about how other people see her.

　　16 Which problem does Spillane refer to when talking about the companies she is presently working with?

　　A They find it difficult to accept her ideas.

　　B They are unaware of how to rebrand themselves.

　　C They don't want to spend large amounts of money.

　　D They are unwilling to modernise their work environment.

　　17 When advising people on rebranding themselves, Spillane tells them to

　　A attend courses to gain specialist skills.

　　B update regularly their written proof of what they can do.

　　C try out different ways of presenting themselves to others.

　　D remember that what they look like is the most important point.

　　18 Spillane says that, in order to rebrand yourself successfully, it is important to

　　A ask for other people's opinions about your image.

　　B feel confident about what you are trying to achieve.

　　C learn how to make use of all aspects of your character.

　　D model yourself on people with a certain amount of influence.

《How to market yourself》，怎樣開發(fā)你自己。這篇文章主要是一個(gè)專家(Mary Spillane)對(duì)個(gè)人在職業(yè)生涯中的一些建議，包括怎么定位、怎樣正確認(rèn)識(shí)自己等等。很實(shí)用很中肯的一篇文章。看來這國外的專家并不也是夸夸其談之輩啊。

　　13題，問第一段Mary Spillane認(rèn)為人們應(yīng)該學(xué)會(huì)開發(fā)他們自己的原因是什么。第一段里這個(gè)專家認(rèn)為就業(yè)機(jī)會(huì)在減少，job不存在了，存在的是work，在未來十年所有人都將成為才華和能力的提供者(supplier)，而不是員工(staff)，老板將變成自己的客戶。從專家的這段話可以看出她認(rèn)為人們應(yīng)該學(xué)會(huì)開發(fā)自己的原因是適應(yīng)就業(yè)市場(chǎng)的發(fā)展，也就是D答案所說的。A在原文沒有提到，B的理解有誤，原文說there is only one firm to join for life: Me plc。生活中只有一個(gè)值得加入的公司：自我公司。這句的意思還是說人們要學(xué)會(huì)開發(fā)自己，而不是將來有公司需要。C在原文中也沒有提到。

　　14題，問在創(chuàng)造個(gè)人品牌的時(shí)候，很重要的是什么。答案是第二段的最后一句：You have to decide what central values you want to project, and also what may need to alter from situation to situation.你必須決定自己要建立的中心價(jià)值什么，同時(shí)還有哪些是需要隨著環(huán)境的改變而改變的。A的表述正確，根據(jù)環(huán)境來改變事情。B不對(duì)，不是說決定人們想要你呈現(xiàn)的形象，而是自己決定自己想要建立的中心價(jià)值。C、D在原文都沒有提到。

　　15題，問第三段可以了解到Spillane的什么事。第三段介紹說這個(gè)女人曾經(jīng)經(jīng)營過一家化妝品公司，但其實(shí)她還擁有信息科學(xué)和政治的碩士學(xué)位。當(dāng)在化妝品公司的時(shí)候她試圖把學(xué)歷的一面深藏不露，但是現(xiàn)在換了一家公司，她迫不及待的想將這一面給展現(xiàn)出來。從這些可以看出這個(gè)女人的思路：需要哪一面就表現(xiàn)哪一面。15題的答案是C：她擁有的素質(zhì)很多人都不知道。A不對(duì)，沒有提到尷尬，B不對(duì)，在適當(dāng)?shù)臅r(shí)候才會(huì)去談?wù)撟约旱膶W(xué)歷背景，D在原文也沒有提到。

　　16題，問Spillane指出了現(xiàn)在工作公司的什么問題。答案是第四段的這么一句：they don't have any idea of what their brand should be, and are still very traditional even when talking about becoming modern.對(duì)于自己的品牌應(yīng)該是怎么樣的他們沒有任何概念，同時(shí)在談到變得現(xiàn)代時(shí)依然很傳統(tǒng)。這一段是講這個(gè)公司在轉(zhuǎn)變時(shí)的一些問題，他們投入了巨大的財(cái)力想重新樹立自己的品牌，但是沒有一個(gè)深層次的態(tài)度的轉(zhuǎn)變，是很難有實(shí)效的。答案是B，不知如何重新樹立自己的品牌。A不對(duì)，沒有說不愿意接受，C不對(duì)，公司投入巨大，D不對(duì)，不是不愿意現(xiàn)代化，而是不知道怎么現(xiàn)代化，說要現(xiàn)代化還是顯得很傳統(tǒng)。

　　17題，問對(duì)于想要重新樹立自己品牌的個(gè)人，Spillane的建議是什么。答案是第五段的最后一句：Always have an up-to-the-minute CV ready to print out, refreshing it every few months with your most recent achievements時(shí)刻要有一個(gè)準(zhǔn)備打印的最新的簡歷，每隔幾個(gè)月用你最新的成績來更新一次。總結(jié)起來就是B選項(xiàng)所說的“固定更新關(guān)于自己能做什么的書面證明”。

　　18題，問為了能成功的重新樹立自己的個(gè)人品牌，很重要的是什么。最后一段強(qiáng)調(diào)了人應(yīng)該了解自己的幾個(gè)方面：公我(public self)、私我(private self)、盲點(diǎn)和潛力,并且分別介紹了四種方面的含義。答案是這么一句，需要提煉總結(jié)：By deciding what image you want other people to see, emphasising more of your private self and sorting out a few blind spots。更多的強(qiáng)調(diào)私我，并且挑選出一些盲點(diǎn)。總結(jié)起來就是B所說的：學(xué)會(huì)怎樣全面利用自己性格的各個(gè)方面。

　　理解一下D選項(xiàng)一個(gè)詞組的含義：model yourself on(after) somebody：to try to be like someone else because you admire them最后說點(diǎn)不是題外話的題外話。

　　這篇文章其實(shí)并不難，但是很有實(shí)用價(jià)值。某些地道的商務(wù)英語表述可以用在口語里，而更具意義的是，這篇文章里提到了一些關(guān)于個(gè)人職業(yè)的建議，很中肯，值得人參考。

　　1、jobs don't exist, work exists. In the next decade most of us will be suppliers, not staff. We will have clients not bosses.

　　這是一種比較新穎的工作觀，不應(yīng)該把自己看做是給老板打工的。每個(gè)人都是自己的老板，出售自己的才學(xué)和能力，老板只是自己的客戶。有了這樣的心態(tài)，人在工作中就會(huì)變得積極主動(dòng)。不過有一點(diǎn)，客戶的質(zhì)量一定要好好把關(guān)啊。

　　2、You have to decide what central values you want to project, and also what may need to alter from situation to situation.

　　樹立屬于自己的品牌，并且相機(jī)而動(dòng)。

　　3、Remind yourself of what you are selling: the personal values that comprise your brand. Learn to present yourself in a way that will project what you want to deliver.

　　一個(gè)企業(yè)要想立足商界需要核心價(jià)值，同樣的，一個(gè)人要立足社會(huì)也需要核心價(jià)值。關(guān)鍵在于你如何定位自己。找準(zhǔn)了定位，就不會(huì)迷失方向。