2014年職稱英語(綜合類)教材閱讀判斷文章及譯文6

　　綜合類-閱讀判斷　　

Brands

　　The word brand is a comprehensive term that encompasses other narrower terms. A brand is a name, term, symbol, and/or special design that is intended to identify the goods or services of one seller or group of sellers. A brand differentiates one seller’s products from those of competitors. A brand name consists of words, letters, and/or numbers that can be vocalized. A brand mark is the part of the brand that appears in the form of a symbol, design, or distinctive coloring or lettering. It is recognized by sight but may not be expressed when a person pronounces the brand name.

　　A trademark is a brand that is given legal protection because, under the law, it has been appropriated by one seller. Thus trademark is essentially a legal term. All trademarks are brands and thus include the words, letters, or numbers that can be pronounced. They may also include a pictorial design. Some people erroneously believe that the trademark is only the pictorial part of the brand.

　　One major method of classifying brands is on the basis of who owns them―producers or middlemen. Sunbeam, Florsheim, Spalding (athletic products), and Sara Lee are producers’ brands, while Allstate, Shurfine, Sysco, Craftsman, and Penncrest are middlemen's brands.

　　The terms national and private have been used to describe producer and middleman brand ownership, respectively. However, marketing people prefer the producer middleman terminology. To say that the brand of poultry feed marketed in three states by a small Birmingham, Alabama, manufacturer is a national brand, whereas the brands of Penney’s or Sears are private brands, stretches the meaning of the terms national and private.

　　詞匯：

　　encompass 包含，包括;圍繞 letter 用印刷字母子;寫印刷體子

　　differentiate 區(qū)分，區(qū)別 trademark 商標(biāo)

　　distinctive 區(qū)別性的;有特色的，與眾不同的

　　middleman 經(jīng)紀(jì)人，中間商，中間人

　　vocalize 說，清楚地發(fā)音;唱，練唱

　　terminology 術(shù)語，專門名詞

　　注釋：

　　1.differentiate…from…：把……與……區(qū)別開來。又如，differentiate tangible assents from intangible ones：區(qū)分有形資產(chǎn)和無形資產(chǎn)。differentiate后也可用between。如differentiate between right and wrong：分清是非。

　　2.appears in the form of：以……形式出現(xiàn)

　　3.…under the law，it has appropriated by one seller：依據(jù)法律，它已被賣著占有了。appropriate是“私占，挪用”的意思。又如：He appropriated public funds for his own private use他將公款挪為己用。

　　4.They may also include a pictorial design：商標(biāo)上也可能有圖案設(shè)計(jì)。

　　5.Some people erroneously believe……：有些人錯(cuò)誤地認(rèn)為……

　　6.…streches the meaning of the terms…：……把這些術(shù)語的意思引申了……

　　練習(xí)

　　1. “Brand” is a general term which covers narrower terms such as “brand name”, “brand mark”, and “trademark”.

　　A. Right B. Wrong C. Not mentioned

　　2. A brand name is intended to impress customers with an attractive and original design while a trademark is intended to do so with a peculiar sound.

　　A. Right B. Wrong C. Not mentioned

　　3. Trademarks are protected by law while brand names are not.

　　A. Right B. Wrong C. Not mentioned

　　4. Some people identify the brand mark with the trademark.

　　A. Right B. Wrong C. Not mentioned

　　5. Among various methods of classifying brands, the one based on ownership is widely accepted.

　　A. Right B. Wrong C. Not mentioned

　　6. Penncrest is a national brand.

　　A. Right B. Wrong C. Not mentioned

　　7. When classifying brands, marketing people tend to employ the categories of “producer-owned” and “middleman owned”

　　A. Right B. Wrong C. Not mentioned

　　答案與題解：

　　1.A文章第―句話說“brand”是一個(gè)意義很寬泛的詞，涵蓋了其他一些意義比較狹窄的詞， 接著作者就在下文討論了不同種類的“brand”，包括“brand name", "brand mark", "trademark"等。

　　2.B第一段說“brand name"是由可以發(fā)音的單詞、字母、數(shù)字構(gòu)成的，而“brand mark”則是 由符號(hào)和圖案設(shè)計(jì)組成的。因此，這一句話把問題正好說顛倒了。

　　3.B第二段說“trademark”是一個(gè)法律概念,指的是受法律保護(hù)的商標(biāo);對照該段的前三個(gè)句子和第一段的第四個(gè)句子，可以看出“brand name"也是受法律保護(hù)的。

　　4.A 第二段最后一句話說有些人錯(cuò)把品牌的圖案部分即“brand mark”當(dāng)做商品的"trademark" o

　　5.A第三段說根據(jù)所有權(quán)來區(qū)分商標(biāo)是一種主要的方法,從中可以推出它是被廣為接受的一種方法。

　　6.B文章最后一段說由中間人擁有的品牌又稱為私有品牌，而倒數(shù)第二段說Pennorest是一 個(gè)中間人品牌，因此它是私有品牌而不是國有品脾。

　　7.A最后一段說銷售人員更喜歡使用“生產(chǎn)者一中間商”這一有關(guān)所有者的術(shù)語來區(qū)分品 牌，而不是“國有一私有”這一術(shù)語。

　　譯文：品牌

　　品牌是一個(gè)綜合性的術(shù)語，它包括其他范圍更小的術(shù)語。一種品牌可以是一個(gè)名字、一個(gè)術(shù)語、一個(gè)符號(hào)或是一個(gè)特殊的標(biāo)志，用以區(qū)別不同賣主或賣主群體的貨物或勞務(wù)。品牌可以把一個(gè)賣主的商品同其他競爭者的商品區(qū)分開來。一個(gè)品觶的名字由可以清晰讀出的單詞、字母及數(shù)字組成。商標(biāo)是品牌的一個(gè)組成部分，其形式為一個(gè)符號(hào)、一種圖案、一種與眾不同的色彩或字母書寫。它可以從視覺上確認(rèn)，但在讀品牌的名學(xué)時(shí)不一定能表達(dá)出來。

　　商標(biāo)是受法律保護(hù)的品牌，因?yàn)橐罁?jù)法律，它已被賣主占有了。因此，商標(biāo)實(shí)質(zhì)上是一個(gè)法律術(shù)語。所有的商標(biāo)都是品牌，它也就包括可以被讀出的單詞、字母及數(shù)字。商標(biāo)上也可能有圖案設(shè)計(jì)。有些人錯(cuò)誤地認(rèn)為，商標(biāo)僅是品觶中的圖案部分。

　　品牌分類的一種主要方法是依據(jù)其所有人――制造商和中間商來劃分。山比母、弗拉什姆、 斯巴爾丁(體育用品)和薩拉李等是制造商的品牌，而奧斯泰特、舒費(fèi)因、賽斯克、克拉夫茨曼 和Penncrest則是中間商的品牌。 ’

　　國有和私有這兩個(gè)術(shù)語分別用于描述制造商與中間商的品牌所有權(quán)。不過，銷售人員更偏愛生產(chǎn)者――中間商這個(gè)術(shù)語。我們說阿拉巴馬州伯明翰市一家小廣生產(chǎn)的、在三個(gè)州都有出售的家禽飼料為國有品牌，而Penney's或Sears為私有品牌，就把國有和私有這兩個(gè)術(shù)語的意思引申了。

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