营销类文章翻译原则（专业英语Day163商业书籍出版商从销售导向转为服务导向）

Another example is the shift from sales focus to service focus recently made by a business publisher.

另外一个例子是，一家商业书籍出版商最近从销售导向转为服务导向。

This company, which publishes reports for businessmen on economic conditions, taxes, labor relations and government regulations, underwent tremendous expansion during World War II; and the expansion continued at first in the postwar period.

这家出版社原本专门为商界人士出版有关经济形势分析、税法、劳资关系和政府法令的相关报告，在第二次世界大战期间快速扩张，在战后初期，也持续成长。

But while new sales continued to rise year after year, total business volume began to stagnate around 1949; and profits began actually to go down.

尽管他们的订户一年年增加，总销售量却从1949年开始停滞不前，实际获利更是逐渐下滑。

Analysis showed that low renewal rate was to blame.

经过分析后，他们发现问题出在续订率太低。

Not only did the sales force have to sell ever harder to keep total volume from slipping; the high cost of selling renewals threatened to eat up the profits from new sales.

事业部门不但需要费更大的力气，保持总销售量不再下滑，而且说服旧订户续订的高成本侵蚀了新订户带来的利润。

• shift 转为
• sales focus 销售导向
• service focus 服务导向
• recently 最近
• business publisher 商业书籍出版商
• publish 出版
• report 报告
• businessman 商界人士
• economic conditions 经济形势
• tax 税法
• labor relations 劳资关系
• government regulations 政府法令
• undergo 经历，经受
• tremendous expansion 快速扩张
• during World War II 在第二次世界大战期间
• continue 持续
• at first 起初
• postwar period 战后期
• rise year after year 一年年增加
• total business volume 总销售量
• stagnate 停滞不前
• profit 获利
• actually 实际上
• go down 下滑
• analysis showed 分析表明
• low renewal rate 低续订率
• be to blame 问题出在，罪魁祸首
• not only 不但
• sales force 事业部门
• slip 下滑
• high cost 高成本
• threaten to eat up 侵蚀

本文内容来源参考书籍《管理的实践》

The Practice of Management

Peter F. Drucker

* 本书为第一部从实际执行层面立论的管理学书籍，第一部兼顾管理现有企业和创新未来企业的著作