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外研社:《新职业英语》(第二版)第二册第5单元课文翻译  

2016-09-23 10:36:38|  分类: 【课内英语】 |  标签: |举报 |字号 订阅

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外研社:《新职业英语》第二册课文及翻译

Unit Five  Brand

Reading A

H?agen-Dazs

1   H?agen-Dazs is a brand of ice cream, established by Polish immigrants Reuben and Rose Mattus in the Bronx, New York in 1961. Starting with only three flavors: vanilla, chocolate and coffee, the company opened its first retail store in Brooklyn, New York in 1976. H?agen-Dazs then offered franchises throughout the United States and 54 other countries around the world. H?agen-Dazs produces ice cream, ice cream bars, ice cream cakes, sorbet and frozen yogurt.

2   The ice cream now comes in many different flavors and is a “super-premium” brand, meaning it is quite dense (very little air is mixed in during manufacture), uses only egg yolks, and has a high butterfat content. H?agen-Dazs is also meant to be kept at a temperature that is substantially lower than most ice creams in order to keep its intended firmness. It is sold both in grocery stores and in dedicated retail outlets.

3   The name of H?agen-Dazs does not derive from any of the North Germanic languages; it is simply two made-up words meant to look Scandinavian to American eyes (the “?a” and “zs” are not a part of any native words in any of the Scandinavian languages). This is known in the marketing industry as foreign branding. Mattus thought that Denmark was known for its dairy products and had a positive image in the US. He included an outline map of Denmark on early labels, as well as the name of Copenhagen.

4   Their daughter Doris Hurley told PBS documentary An Ice Cream Show (1999) that her father Reuben Mattus sat at the kitchen table for hours saying meaningless words until he came up with a combination he liked. He chose this method so that the name would be completely unique and original.

5   The philosophy of H?agen-Dazs is simple: find the purest and finest ingredients in the world and put them in the best ice cream, sorbet, and frozen yogurt available. It is a way of doing business that is as demanding as it is uncommon. And it is the reason why the brand has represented fine ice cream for half a century. Since the beginning, H?agen-Dazs has sought to innovate and bring new frozen dessert experiences to its customers, including distinctive flavors such as Vanilla Swiss Almond, Butter Pecan and Dulce de Leche to name just a few. H?agen-Dazs was also the first to  introduce the world to ice cream bars for a grown-up taste, with the introduction of the H?agen-Dazs ice cream bars in 1986. Other super premium innovations followed, with Frozen Yogurt in 1991 and Sorbet in 1993.

6   To this day, H?agen-Dazs remains committed to developing exceptional new super premium frozen dessert experiences, releasing new flavors every year.

译文:

哈根达斯

1   哈根达斯是由来自纽约布朗克斯区的波兰移民鲁本·马特斯和露丝·马特斯于1961年创办的一个冰淇淋品牌。他们的第一家零售店于1976年在纽约布鲁克林区开张,一开始时只销售香草、巧克力和咖啡三种口味的冰淇淋。随后,哈根达斯开始在美国以及其他54个国家出售特许经销权。它生产冰淇淋、雪糕、冰淇淋蛋糕、果味冰淇淋以及冰冻酸奶。

2   今天哈根达斯冰淇淋口味有多种,是一个顶级品牌。哈根达斯品牌代表着其冰淇淋非常醇厚(在制作过程中几乎没有空气混入),制作时仅使用蛋黄,并且乳脂含量很高。这同时也意味着哈根达斯冰淇淋的存放温度要比大多数品牌低很多,为的就是保持冰淇淋的硬度。哈根达斯产品在杂货店和专营零售店里都有销售。

3   哈根达斯的名字并非来源于北日耳曼语;它仅仅是两个自创的单词,为的是让美国人觉得它像斯堪的纳维亚语(其中的“?a”“zs”并非任何斯堪的纳维亚语单词中的字母组合)。这在销售行业中被称为品牌异国化。马特斯认为丹麦的乳制品非常出名,并且在美国有一个正面的形象。于是他将丹麦地图以及哥本哈根的名字放在了早期的商标上。

4   他们的女儿多丽丝·赫利在美国公共广播公司的纪录片《冰淇淋博览》(1999)中曾讲述道,父亲鲁本·马特斯在餐桌前坐了好几个小时,嘴里念叨着一些无意义的单词,直到想出这个他喜欢的组合。他采取这种方式为的是能使名字完全原创,独一无二。

5   哈根达斯的理念非常简单:以世界上最纯最好的原料制作出最佳的冰淇淋、果味冰淇淋和冰冻酸奶。这种经营方式不寻常,同时要求也很苛刻,这也是该品牌半个世纪以来都能作为上等冰淇淋代表的原因。从一开始,哈根达斯就设法革新并且带给顾客全新的冰冻甜点的体验,它有一些非常有特色的口味:瑞士香草杏仁、奶油胡桃、牛奶太妃,诸如此类。哈根达斯还于1986年推出了哈根达斯雪糕系列,首次在全世界推出成人口味雪糕。其他顶级产品的创新随之而来,包括1991年推出的冰冻酸奶和1993年推出的果味冰淇淋。

6   时至今日,哈根达斯仍致力于开发顶级的冰冻甜点全新体验,每年都推出不同的新口味。

Reading B

Sunshine Fast Food Franchising    

Sunshine Fast Food Co., Ltd. draws on more than 30 years of professional knowledge to provide unique market skills and strategies for our franchisees. With a SFF franchise you can turn your dream into a reality and be your own boss. We provide training, assistance in site selection, office design and equipment ordering before you open your restaurant and ongoing support once you’re open. Our success is based entirely on the success of our franchisees. The obligations of the franchisee and the company are as follows:

The franchisee is responsible for:

The company provides:

? Initial franchise fee

? Finding location

? Leasehold improvements

? Leasing or purchasing equipment

? Marketing and advertising

? Hiring employees and operating the restaurant

? Paying a 7% royalty

? Location selection guidance

? Restaurant layout design guidance

? Equipment ordering guidance

? An initial training program

? An operations manual

? Periodic evaluations and ongoing support

? Marketing guidance and advice

To apply for the franchise, you shall go through the following process:

Steps

Your Actions

1

Complete the Request for Information.

2

Phone interview with our representative to determine if you qualify to be a franchisee.

3

If you qualify as a prospective franchisee, we will ask you to submit a Request for Consideration Form.

4

Upon receipt of your Request for Consideration Form, our Franchise Award Committee shall review your application. If it is approved, we will send you our Franchise Disclosure Document by email.

5

Phone interview with the president. We demonstrate our management system and market research program.

6

Schedule a Discovery Day meeting with us so we can meet and evaluate you and you us.

7

Within five days of your Discovery Day visit we shall notify you our decision. If our decision is positive, you will enter into a Franchise Agreement with us and remit to us the Franchise Fee.

8

Within four weeks of the execution of the Franchise Agreement, you will attend the initial Owners Training Sessions and begin pre-opening preparation.

译文:

加盟阳光快餐连锁

阳光快餐有限责任公司汲取三十多年的全面专业知识,旨在为我们的受许人提供独特的市场技巧和策略。加盟阳光快餐连锁,您将实现您的梦想,做自己的老板。我们向您提供开业前选址、餐馆设计及设备订购方面的培训和辅助,并在开业后提供持续的支持。我们的成功完全依赖于受许人的成功。受许人和我们公司的责任如下:

受许人负责:

公司提供:

? 首次加盟费  

? 选址

? 租赁场地装修

? 设备租赁或采购         

? 营销和广告

? 雇用职员和餐馆运作

? 支付7%特许权使用费

? 选址指导

? 餐馆布局设计指导

? 设备订购指导

? 初始培训项目

? 运营指导手册

? 定期评估和持续辅导支持

? 营销指导和建议

       申请特许经营权需要经过以下流程:

步骤

您需要做的

1

填写《信息采集表》

2

接受我方业务代表的电话面试,确定自己是否符合受许人资格要求。

3

如果您符合潜在受许人资格要求,您需要提交《请求考量表》。

4

特许权授予委员会一旦收到您的《请求考量表》就会审核您的申请。如果审核通过,您将通过电子邮件收到我们的《特许经营信息披露表》(简称《信息披露表》)

5

接受总裁的电话面试。我们会介绍我们的管理系统和市场调查程序。

6

安排公开日面谈,以便彼此见面、相互评估。

7

 “公开日会见后5日内,我们会通知您我们是否授予您特许经营权。如果我们决定授予,您将与我们公司签订《特许经营协议》,并汇寄加盟费。

8

协议生效后4周内,您将参加首次企业主培训会,并着手开业前准备工作。

 

 

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