Principles Of Marketing For A Digital Age (Chapter 7) English-Chinese Translation Practice Report

The source text of this report is an except taken from Principles of Marketing for a Digital Age,a textbook of marketing for the flipped classroom.Guided by the theory of“the jobs-to-be-done”,Tracy L.Tuten,an American professor of marketing and the author of the book has explained key concepts concerning pricing in Chapter 7,of which the upto-date pricing strategies and methods are of practical and theoretical value.The book also incorporates important cases of Principle of Responsible Management Education(PRME)into the foresaid chapter.This report focuses on the translation of terminologies,branches-trunk structures,sentences with inanimate subjects in the source text and probes into the corresponding translation strategies that are employed.Specifically,there are transplantation,explanation and annotation for the translation of terminologies and sequencing,fronting,repeating and recasting in translation of branches-trunk structures.Because both subjects and predicates need to be adjusted in translating sentences with inanimate subjects,strategies adopted include rendering animate predicates into inanimate ones,inanimate subjects into clauses,and inanimate subjects into objects.It is hoped that this translation practice can provide some referential value for the translation of marketing coursebooks.