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Group Assignment One Case Study I
SATURN Things are about to change at Saturn. The General Motors brand had only three iterations of the same compact car for the entire decade of the 1990s. But Saturn will soon introduce an all-new lineup of vehicles that includes a midsized sport sedan, an eight-passenger crossover vehicle, atwo-seat roadster, a new compact, and a hybrid SUV. Having anticipated the brand's renaissance for years, Saturn executives, employees, and customers are beside themselves with glee.But with all this change, industry observers are wondering whether Saturn will be able to maintain the very characteristics that have distinguished the "brand since its inception. Given that Saturnestablished itself based on a very narrow line of compact vehicles, many believe that the move from targeting one segment of customers to targeting multiple segments will be challenging. Will Saturn still meet the needs of one of the most loyal cadres of customers in the automotiveworld?A NEW KIND OF CAR COMPANYIn 1980, GM recognized its inferiority to the Japanese big three (Honda, Toyota, and Dotson) with respect to compact vehicles. The Japanese had a lower cost structure, yet built better cars. In an effort to offer a more competitive economy cat, GM actually turned to the enemy. It entered into a joint venture with Toyota to build small cars. Soon, a Toyota plant in Northern California was turning out Corollas on one assembly line while making very similar Chevy Novas on a second.Meanwhile, in a long-term effort to make better small cars, GM gave the green light to Group 99, a secretive task force that resulted in formation of the Saturn Corporation in 1985.From the beginning, Saturn set out to break through t GM bureaucracy and become" A different kind of car. ”A different kind of company." As the single-most defining characteristic of the new company, Saturn proclaimed that sole focus would be people: customers, employees, communities. Saturn put significant resources into Customer research and product development. The first Saturn cars were made "from scratch," without any allegiance the GM parts bin or suppliers. The goal was to produce n only a high-quality vehicle, but one known for safety al innovative featuresthat would "wow" the customer.Saturn's focus on employees began with an unprecedented contract with United Auto Workers (UAW). The co " tract was so simple, it fit in a shirt pocket. It established progressive work rules, with special emphasis given benefits. work teams, and the concept of empowerment the retail end.Saturn selected dealers based on careful crafted criteria. It paid service personnel and sales associates a salary rather than commission. This would help create an environment that would reverse the common customer perception of the dealer as a nemesis.Finally, in addition to customer and employee relation Saturn focused on social responsibility. Human resource policies gave equal opportunities to women, ethnic minor ties, and people with disabilities. Saturn designed environmentally responsible manufacturing processes, even going
Saturn earned that honor for an astounding four consecutive years, and it was the only non-luxury brand to be at OJ near the top of J.D. Power's scores for the better part of 1 decade.THE HONEYMOON ENDSDespite the initially strong sales levels, overall Saturn revenues tapered off quickly (sales peaked in 1994 at 286, OOC settling in at an average of about 250,000 units per year). This may have been due partly to the fact that Saturn released n new models in the 1990s. Finally, in the 2000 model yea: Saturn introduced its long-awaited mid-sized L-series wit an optional V6 engine. But unlike the S-series, the L-series was reviewed as a generally bland and forgettable car.In 2002, Saturn broadened the lineup with the Vue, compact SUV model. In January of 2003, it replaced the S-series with the lon, a totally new compact that offered more options than before. But although these new vehicle addressed the issue of a lack of model options, they broughtwith them a new concern. Saturn's history of high quality and its long-cherished J.D. Power ratings began to slide. : the early part of the new millennium, not only was Saturn J.D. Power initial-quality rating not near the top, it fell below the industry average.Even with the new models, Saturn's sales didn’t improve. In fact, they declined. Thi industry-wide downturn in sales wrought by a recession Still, L-series production ended in 2004, only five weeks after it began. In 2005, Saturn sales fell to a low of 213,0 units, only about 1 percent of the overall market. It seem that sales of the L-series and Vue were coming almost Entirely from loyal Saturn customers who were trading to something different, something bigger,and, unfortunately, something not as good.Looking back, Saturn unquestionably defied the odds launch an all-new automotive company in such a fierce competitive and barrier-entrenched industry is one thing To achieve the level of sales, the customer base and awards that Saturn achieved in such a short period time is truly remarkable. But as GM and Saturn executives faced the reality of declining quality, plummeting sales, 1 annual losses of up to $1 billion, they knew they had to do something dramatic. In 2006, Saturngeneral manager Lajdziak said, "Saturn's initial image as a smart innovation small-car company was blurred by bumps in quality slow model turnover. We didn't grow the portfolio enough, and this year we're growing in a huge way."A NEW KIND OF SATURNWith all that Saturn has done wrong, the fact that def still moved 213,000 vehicles in 2005 against competition with better reputations and better cars testifies to the things it has done right. With itsrock-solid dealer network, high purchase process satisfaction ratings, and loyal customer base, Saturn has valuable assets to build upon. And GM plans to do just that as it addresses product quality and model selection problems. GM is currently investing heavily in a Saturn turnaround. Showering $3 billion on S it hopes to perform a makeover between 2006 and 2008 that is similar to the one achieved with Cadillac earlier this decade. GM, the world's biggest carmaker, lost $10.6 billion in 2005. It's clearly putting some faith in one of its smallest brands to help turn the tide. GM wants to raise Saturn's sales to 400,000 units by the end of 2007. If all goes as planned, sales could reach 500,000 not long after that. With higher prices and margins, this would represent an even greater growth in revenues and profits.
Key to the Saturn makeover will be an infusion of European styling from GM's German division, Opel. In fact, some of the new cars already hitting showrooms are largely rebadged Opels. In the future, new-product development will be carried out in a joint-venture fashion between thetwo divisions. For a company that in the past has been known as making the "car for people who hate cars," this is a 180-degree turnaround. Saturn clearly hopes to change its humdrum image to boost profits with higher-priced vehicles.If the first of four new Saturn models is any indication, Saturn is moving in the right direction. The Sky two-seat roadster hit showroom floors in early 2006 with long waiting lists. Based on the Opel GT, the Sky is a head-turning performance vehicle, dubbed by one observer as the"cubVette." For dealer John Bergstrom, this new model presented an unexpected but welcome dilemma. "Sky is just a flat-out home run," said "Bergstrom, referring to the waiting lists that he has started at all six of his dealerships. "I've never had that before," he says, noting that those on the waiting lists are people who have never even considered a Saturn before.In the fall of 2006, Saturn launched 2007 models of the mid-sized Aura sport sedan (based on the Opel Vectra) and the eight-passenger Outlook crossover vehicle (based on G***ambda platform being sold by Chevrolet, Buick, and GMC). For 2008, after a year without a compactcar, Saturn will replace the Ion with a mildly changed Opel Astra, already a European hit in its fifth generation. The new lineup will also include the Green Line, which will add hybrid technology to multiple models, starting with the 2007 Vue. The Green Line promises to make full-hybrid technology available at a price much lower than any other hybrid offering."The biggest advantage to re-branding Opel vehicles as Saturn is it doesn't mean additional costs to GM," said Guido Vildozo, a senior market analyst and industry fore caster at Global Insight Inc. "And since Opel is a kind of sporty European brand, Saturn will adopt this image too, or at least that is what they hope to happen." Some industry analysts suggest that because Saturn is such a new company, it can reposition itself more easily than other brands.GM makes it clear that with Saturn, it's not trying to make another Chevrolet. Chevrolet will remain the only GM brand positioned as "all things to all people." Along with the other GM brands, Saturn will playa niche role and target a specific segment of the market. In fact, GM says I that it's just trying to help Saturn do more of what it has been doing all along-reach the type of import-buying customer it can't reach with any of its other brands. Indeed, top executives at GM acknowledge that many Saturn owners already believe their car is an Asian brand, not a domestic one. "Saturn has always been the one brand in the GM lineup suitable for attracting import-intenders," says a GM executive.However, some questions remain as to what segment Saturn will actually target. After seeing the new Saturn lineup at the New York auto show, Tom Libby of Power Information Network says he's confused about what the brand is trying to do. He's worried that Saturn will stop focusing onthe retail experience and shift to emphasizing styling. "What's the message they're trying to get out?" he asks. "I'm just puzzled by the whole thing." Is Saturn losing focus, or is it simply adding style to its current image of providing a good value and an honest dealer experience? Many analysts believe that because Saturn's current image is only loosely based on the actual car, the company has plenty of room to add style to the formula. Questions for Discussion 1.
Using the full spectrum of segmentation variables, describe how GM has segmented the automobile market.2.
What segment(s) is Saturn now targeting? How is GM now positioning Saturn? How do these strategies differ from those employed with the original Saturn S-series?3.
Describe the role that social responsibility plays in Saturn’s targeting strategy. 4.
Do you think that GM will accomplish its goals with the “new Saturn”? Why or why not? 5.
What segmentation, targeting, and positioning recommendations would you make to GM for future Saturn models?Requirement: You are required to read the case carefully and discuss it in your group, and you (or your group representatives) have five minutes to present your understanding in class. Please read the text book carefully from Chapter 1 to 7, but focus on Chapter 7. You will analyze the case and answer the questions I give you, but not only the answer.
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My second son Scott is a little devil. He is thirty pounds of energy-packed hellion. He stands only twenty-nine inches high, but oh, what those twenty-nine inches can manage to get into. His large bone structure tends to make him look like a gremlin. His short muscular legs carry him into more trouble than a person could imagine. His hips are so small that his diapers and pants are usually found somewhere in the vicinity of his knees. He has the head of a full grown man with wicked looking hair matted everywhere except for the double cowlick which gives him the appearance of having horns. His large floppy ears and huge long eyelashed deep brown eyes can only tell one thing: he is all boy and very little saint. His little hooked nose is usually getting flattened because he has it where it doesn't belong. His cupid-bow mouth has nine miraculously whole, perfect white teeth,that manage to bite his baby brother at least three times a day. He has a quite limited vocabulary and doesn't talk too plainly, unless we don't want him to and then as clear as day he calls his Grandpa a bum and tells him to go home. A child? Yes. A devil? Yes. My son? You bet!
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我的儿子斯考特是一个小魔鬼,他是足足有三十磅重的惹事小家伙。他站在哪里仅有29英寸,但是我却不知道这29英寸的身高用什么方法吃成这样的。他有相对较大骨骼结构让人看起来他就像个小捣蛋,他的短小强壮的腿给他带来了让人难以想象多的麻烦,由于他的屁股很小,以至于他的尿布和裤子常常掉到膝盖附近。他有一个发育完全的人的脑袋,除了前额两屡看起来像角的头发,其余的全顽皮而又杂乱,他的大而松软的耳朵和长在褐色眼睛上的长睫毛仅仅能告诉我们一件事,那就是他是一个小孩,一个很小的圣人他的鹰钩鼻经常应为放在不合适的地方而变平。他有张几乎和弓形完全吻合的嘴,十分洁白的牙齿,每天都要咬他的弟弟至少三次。他知道的单词很少,说话不太清晰,如果我们叫他回家,他能清楚的喊他的爷爷懒虫一个孩子?是的一个小魔鬼?是的我的儿子吗?你猜对了
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SHINOBI GIRL V1.55的介绍说明 ・ゲームオーバー02にて速度変更ができるようになりました。・オプションに「Omit Animation」机能をつけました。
现在は5面の背景の女の子を非表示にすることができるだけの机能です。
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一名男子被抓获,并抛进了一个约40英尺深的大坑里。这只因为他不熟悉这地方。他从坑里挣扎,但他越挣扎他的体力就越弱。他对自己说:「我不知道如何让走出去。也许我应该只呼救,而不是忍受这些无助的挣扎和痛苦。」就在这时,他听到了尖叫声:「救命啊!救命啊!救命啊!」喊声是从另一个比他那坑更深10英尺的坑传来的。 他心想:「哇,原来还有人像我一样被困在这里。」仔细听著,他听到从另一个坑的墙壁有些爆裂声和沙子下坠。他对自己说:「那个人真是倒霉。与他相比,我能走出这坑的机会更大。」明白了自己原来的处境没那么差,这男子决定尽一切努力来自救。他随即一鼓作气,出尽最后一分力,开始一点一点地往上爬,直到从坑里爬出来。 当你正在经历痛苦,记得有人比你更糟糕。多向自己说些安慰话,笑对你的痛苦。他们只是一时,也在挑战你。今天可能是你最倒霉的一天,但第二天早上你的快乐就到了。试着给自己打气,照照镜子,拍拍胸膛说:「我一定能成功,我可以经得起时间的考验。」此外,你应该记住:总要尝试去面对你最害怕的事,因为世界上美好的东西来得不易,你必先要经过奋斗才能得享安逸。~~~~~~~~~纯人手翻译,欢迎采纳~~~~~~~~~原文全文如下:A man was caught and thrown into a big pit (坑), of about 40 feet deep. That’s just because he was not FAMILIAR with the place. He struggled to get out of the pit, but the more he TRIED, the weaker his muscles became. He said to himself, “I don’t know how to get myself OUT. Maybe I should just SHOUT instead of bearing these miserable struggles and pains.” Just then, he heard a voice SCREAMING, “Help! Help! Help!” The shouts were coming from another pit, which was 10 feet DEEPER than the one he was in. He thought to himself, “Wow, there is somebody else like me trapped here too.” Listening CAREFULLY, he heard some cracking and sand DROPPING from the wall of the other pit. He said to himself, “That man was really UNLUCKY. Compared to him, I have a bigger CHANCE of getting out of the pit.” Realizing his better SITUATION, the man decided to make every effort to help himself out. Immediately he GATHERED his courage and with his last bit of STRENGTH, started crawling little by little until he made himself out of the pit. When you are GOING THROUGH pains, remember that there are people worse off than you. Always say something SWEET to yourself. Always smile at your pains. They are just there for a while and also to CHALLENGE you. Today may be your darkest day, but your JOY will come the next morning. Try to encourage yourself. Look at yourself in the mirror, beat your chest and say, “I can make it and I can STAND the test of time.” Also, you should remember: always try to FACE your worst fear because nothing good in the world comes EASY to you. You must be uncomfortable to get to your comfort zone.
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主要是全文翻译
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全文翻译。。。时间有点紧。有答案够了吗?
可以把划线的这几句翻译下么?
等会。淡定。
答案还少一个吖
被抓住,扔进洞里。肌肉变得更虚弱忍受悲惨的挣扎和痛苦和他相比拍拍胸膛说
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少年记得告诉我做错了几个。有段时间没做题目手感不怎么样了
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