急用！求英文翻译成中文，要求准确，不要翻译器的..谢！

Question

Differential effect
In today's competitive marketplace, consumers must be provided with a compelling argument as to why they should choose a particular brand from a wide variety of alternatives available to them. It is also important to ensure that consumers have sufficient exposure to such a message, so that they are knowledgeable about the brand's assertions. If marketers are successful in accomplishing this, they can hope to see a differential effect of this brand knowledge on consumers’ behavior toward their brand—evidence that consumers believe their product is more appealing than competing brands. Marketers can pursue two different approaches toward this goal. The first method focuses on the value that the brand provides to consumers. Often, consumers feel that many brands in a product category are very similar. In such situations, a strong case can be made to the consumers to choose a particular brand if it is “value priced”; that is, the brand offers good quality at a low or competitive price. This strategy is particularly feasible when a company has cost advantages. A second approach that is commonly used is to create differentiation from other brands. This can be done on the basis of superior quality, physical attributes, or intangible benefits. If marketers are successful in creating this differentiation, they are in a position to charge a premium for their offering. However, if they pursue the latter strategy, they need to ensure that the brand is well-differentiated, because this becomes the core of any persuasive marketing message to urge customers to buy their brand.

Unless a brand is value priced, lack of differentiation is likely to lead to decline. As Volkswagen's public relations manager stated, “Brands must offer something different; they can’t just be another flavor of vanilla” (T. Fouladpour, personal communication, October 20, 2005). This being the case, marketing managers should not only monitor differentiation, they should carefully articulate it. This may require some creativity, but meaningful differentiation—that which is appealing to customers—is necessary. Even some makers of gasoline, often considered a commodity product, have succeeded in creating differentiation. One notable example is Chevron, which emphasizes its trademarked additive, Techron. Many consumers seem to have bought the idea, and base their loyalty to Chevron because of Techron, a detergent that reduces accumulation of deposits in fuel injectors and intake valves. Interestingly, all major brands of gasoline have detergents in them; Chevron has just seized on it as a source of differentiation.

Answer 1

In today's competitive marketplace, 在如今的市场竞争，
consumers must be provided with a compelling argument as to why they should choose a particular brand from a wide variety of alternatives available to them. 商品需要提供消费者独有需求以击败广阔竞争产品。
It is also important to ensure that consumers have sufficient exposure to such a message, so that they are knowledgeable about the brand's assertions. 使消费者了解产品的特点也是非常重要的。
If marketers are successful in accomplishing this, they can hope to see a differential effect of this brand knowledge on consumers’ behavior toward their brand—evidence that consumers believe their product is more appealing than competing brands. 如果市场营销部门这点做的很到位的话，那么很有可能消费者会认可他们的产品胜于其他竞争商品。
Marketers can pursue two different approaches toward this goal. 营销人员有两种途径达到这个目的。
The first method focuses on the value that the brand provides to consumers. 第一种方法是对消费者强调商品提供的价值。
Often, consumers feel that many brands in a product category are very similar. 很多时候，消费者感觉商品非常类似。
In such situations, a strong case can be made to the consumers to choose a particular brand if it is “value priced”; that is, the brand offers good quality at a low or competitive price. 这种情况下，消费者往往会选物美价廉的商品，也就是会选侧质量高又价格便宜的品牌。
This strategy is particularly feasible when a company has cost advantages. 这种战术很适合于有低费用生产能力的厂家。
A second approach that is commonly used is to create differentiation from other brands. 第二种方法建立与众不同的产品特点。
This can be done on the basis of superior quality, physical attributes, or intangible benefits. 此方法可以通过高质量，外貌或功能。
If marketers are successful in creating this differentiation, they are in a position to charge a premium for their offering. 如果营销人员成功把自己的产品和其他产品区分开来，那么他们可以设定一个更高的价格。
However, if they pursue the latter strategy, they need to ensure that the brand is well-differentiated, because this becomes the core of any persuasive marketing message to urge customers to buy their brand. 不管怎样，如果公司选侧了第二个方案，那么他们必须保证产品的独特性，因为这是消费者买你们商品的核心原因。

Unless a brand is value priced, lack of differentiation is likely to lead to decline. 除非品牌”物美价廉“，不然缺少独特性会造成需求量减少。
As Volkswagen's public relations manager stated, “Brands must offer something different; they can’t just be another flavor of vanilla” (T. Fouladpour, personal communication, October 20, 2005). 像大众的总监所说：”品牌必须提供与其他的产品不同的地方，绝不能又是一个香草口味的（原为的，没有创意的）。“
This being the case, marketing managers should not only monitor differentiation, they should carefully articulate it. 如此，营销经理不光要监管产品独特化，他们也要保证他们的呈现。
This may require some creativity, but meaningful differentiation—that which is appealing to customers—is necessary. 这需要很多的创意，但是为了满足消费者，这些都是在所难免的。
Even some makers of gasoline, often considered a commodity product, have succeeded in creating differentiation. 甚至有些汽油厂家也成功的区分了他们的产品。
One notable example is Chevron, which emphasizes its trademarked additive, Techron. 一个经典的例子是 Chevron，他们着重自己的商标Techron。
Many consumers seem to have bought the idea, and base their loyalty to Chevron because of Techron, a detergent that reduces accumulation of deposits in fuel injectors and intake valves.
很多消费者由于对Chevron的热衷似乎采纳了Techron，一个清洗物质能减少汽车发动机的囤积物。
Interestingly, all major brands of gasoline have detergents in them; Chevron has just seized on it as a source of differentiation. 有意思的是大多数汽油都有清洁物在里面但是Chevron把它作为了一个区分商品得特点。

有些地方翻译得比较笼统，要是哪里看不懂的话，发我条追问或者在我空间留言，我会及时回复的，谢了。