英语翻译测试稿.docVIP

原 文 译 文 Test I： THINGS AREN’T ALWAYS WHAT THEY SEEM Compelling Truth creates clear benchmarks for decision making at every level of your business. It acts as the bedrock for alignment around which all communication must be based for it to be sustainable and credible. Old Mutual was a household name in its own market. But internationally it was less well known, and in some countries the name itself had negative connotations. This belied the truth of the brand. So, in order for it to enter new markets, a strategy was developed to build on its strengths and local heritage in a way that was true to its brand yet compelling on the international stage. Your brand’s offer, structure, positioning and personality cannot help but reflect what’s going on inside your organization to some degree. However, if your brand promise slips out of kilter with the way your organization behaves or what it delivers, the truth will out, damaging the credibility of your brand. Continuing efforts must be made to ensure that these elements remain consistent, true to your business and meaningful to the outside world. Test I: 眼见不一定为实 强有力的事实为您各个层次的商业决策提供清晰的标准，并成为战略调整的基础。所有沟通必须围绕事实展开，才更加持久可信。 Old Mutual在其本地市场家喻户晓，但在国际市场稍显逊色，尤其在一些国家，该品牌本身具有负面含义，从而掩盖了其实质。因此，要开拓新兴市场，必须运用策略，基于本地传统优势和力量，展现品牌本色，提高品牌在国际舞台上的号召力。 贵品牌的价格，结构，定位和个性自然而然地在一定程度上体现公司内部的情况。然而，一旦贵品牌的承诺与公司的行动和传递的信息不一致，事实便会暴露，随之损害贵品牌的信誉。只有坚持不懈地努力，才能保证这些品牌特征始终如一，忠实于您的业务，并对外界有价值。 Test II: The desire to create the new new thing pervades business today. But while innovation is essential for our economy and our society, is it truly a commercial necessity for individual companies? In 1996, Harvard Business School professor Theodore Levitt argued compellingly in these pages that the success of most companies hinges more on imitation than innovation. Being a fast follower, he wrote, is a more dependable strategy than being a first mover. What he says about the dangers of our infatuation with innovation may open your eyes. We live in a business world t