Directions:
Read the following passage carefully and then translate the underlined segments into Chinese. Your translation must be written clearly on ANSWER SHEET 2. (10 points)
The future of business lies not in selling products but in selling dreams and emotions, according to Rolf Jensen, director of the Copenhagen Institute for Future Studies. In his new book, The Dream Society, Jensen profiles six distinct “emotional markets” and invites businesses to consider how best to profit from them:
The market for Adventures offers customers safaris, theme parks, sports, and action/adventure TV shows and movies.
Nike ' s ties to the “ Adventure ” market made it willing to pay a reported $ 400 million simply for the right to sponsor Brazil ' s outstanding national soccer team, thereby boosting the brand ? s image as the footwear of champions. (26) Such an investment makes sense in a market where consumers find many products with comparable features and quality and must find some reason to choose one over the others.
The market for Love, Friendship, and Togetherness has such offerings as perfume, gifts, home photography, restaurants, and entertainment.
(27)Tapping the “ Togetherness ” market, Guinness Brewery has teamed with an Irish firm to establish a chain of “ authentic ” Irish pubs in cities around the world — where Irish charm and British beer sell briskly in each other ' s company. In France, a growing number of local bistros known as “ Cafes Philos ” now employ a trained philosopher to lead and moderate long (and thirst - producing) debates among the customers on complex questions of morality, the nature of time, or humanity ' s relationship to nature.
The market for Care recently offered a product that captured children ' s desire to nurture and care for pets. The Tamagotchi is a demanding little electronic puppy (or kitten or even an alien) that beeps for attention from its owner. Real pets are becoming hotel amenities in some places.
The Who - Am - I market offers products that proclaim their owner ' s identity, like fashion, automobiles, and accessories. (28) Louis Vuitton suitcases, for instance, tell a story that their owners want told to the world: “ I am an exciting person, gliding with perfect ease through posh hotels all over the world, and I do it in style.”
The Peace of Mind market features nostalgia, history, and antiques.
(29) In rapidly changing times, many people seek the serenity of the familiar, be it the bistros of Paris or small ? town life in the United States . For instance, First National Bank in Brookings proclaims, “ We strive to maintain the small ? town banking atmosphere while growing and changing with the technological age.”
The Conviction market, last of the six markets includes “green” products, humane testing, and worker welfare.
(30) While many companies may be reluctant to become overly political, they can highlight their involvement in the community and market to their customers ? need to make purchases that are in line with their convictions . Trend analyst John Naisbitt referred to this trend as cause ? related marketing; among companies taking this approach are British Petroleum, which uses its Web site to report on the company ? s Community Development Program, and Mobil, which accentuates its concern for local populations of countries in which it does business. “ They see themselves as pillars of society ” , says Jensen. ［ 515 words ］
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