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（喬布斯與蘋果電腦公司的第一位投資人邁克·馬克庫拉）

《喬布斯傳》自問世以來受到了全世界人民的關(guān)注，對此滬江英語推出《喬布斯傳》翻譯筆記系列，讓我們在翻譯學(xué)習(xí)中回顧喬幫主的偉大一生。第六章中，沃茲設(shè)計出了部件完整的一體機(jī)蘋果二代。蘋果公司的發(fā)展急需一位市場營銷方面的人才，喬布斯挑中了33歲的邁克·馬克庫拉（Mike Markkula），他成為蘋果的第一位投資人，在接下去的20年里對蘋果的發(fā)展起著關(guān)鍵作用的角色。馬克庫拉是喬布斯的營銷導(dǎo)師，正是他教給了喬布斯對產(chǎn)品的執(zhí)著關(guān)注和對顧客體驗的重視。馬克庫拉著名的“蘋果營銷哲學(xué)”指的是哪三點？

【英語原文】

Markkula would become a father figure to Jobs. Like Jobs’s adoptive father, he would indulge Jobs’s strong will, and like his biological father, he would end up abandoning him. He began to teach Jobs about marketing and sales. “Mike really took me under his wing,” Jobs recalled. “His values were much aligned with mine.” Markkula wrote his principles in a one-page paper titled “The Apple Marketing Philosophy” that stressed three points. The first was empathy, an intimate connection with the feelings of the customer: “We will truly understand their needs better than any other company.” The second was focus: “In order to do a good job of those things that we decide to do, we must eliminate all of the unimportant opportunities.” The third and equally important principle, awkwardly named, was impute. It emphasized that people form an opinion about a company or product based on the signals that it conveys. “People DO judge a book by its cover,” he wrote. “We may have the best product, the highest quality, the most useful software etc.; if we present them in a slipshod manner, they will be perceived as slipshod; if we present them in a creative, professional manner, we will impute the desired qualities.” (Chapter 6 The Apple II: Mike Markkula)

【滬江譯文】

馬克庫拉之于喬布斯，是一個父親的角色。他像是喬布斯的養(yǎng)父，放任喬布斯強(qiáng)烈的自我意愿；他又像是喬布斯的生父，最終還是把他拋棄。他開始手把手地傳授喬布斯市場和營銷的知識。喬布斯回憶道：“馬克真的一直很照顧我，我們的價值觀很一致?！?馬克庫拉把他的原則寫在一張紙上，標(biāo)題是“蘋果營銷哲學(xué)”，其中強(qiáng)調(diào)了三點：第一是共鳴，強(qiáng)調(diào)與客戶情感的緊密聯(lián)系。“我們會比其他任何公司都了解顧客的真正需求?！钡诙?strong>專注，“為了做好我們決定去做的這些事情，我們必須拒絕掉所有無關(guān)緊要的機(jī)會。”第三個很重要的原則名稱有些奇怪，叫灌輸，這個原則強(qiáng)調(diào)的是人們對一個公司和產(chǎn)品的看法主要基于它所傳遞的信號?！叭藗冋娴臅悦踩∪?。” 馬克庫拉在這一點中寫到?！拔覀円苍S有最好的產(chǎn)品，最優(yōu)的質(zhì)量，最實用的軟件，但是如果我們用粗糙馬虎的方式展現(xiàn)，人們也會覺得我們的產(chǎn)品很差勁；如果我們用積極創(chuàng)意的方式，那么我們就會給顧客灌輸這些品質(zhì)要求?！?/p>

【翻譯筆記】

1. take me under his wing：照顧、庇護(hù)、幫助（某人）。這個詞語來源于鳥媽媽保護(hù)幼鳥的動作，那就是把幼鳥藏在自己的翅膀下。

I wouldn’t have gotten promoted as quickly if my boss hadn’t taken me under his wing at work.
如果不是我老板在工作中對我諸多照顧，我也不會升遷地這么快。

想要表達(dá)照顧、保護(hù)某人時，還有一個類似的短語：give wings

Megan’s history teacher give wings to her during her first semester in high school.
梅根的歷史老師在她高中第一學(xué)期時真的給了她很多幫助。

2. impute: 本意是歸罪、歸咎、嫁禍，常用短語impute to。在這里表示將優(yōu)質(zhì)產(chǎn)品理念傳遞給顧客，所以譯為灌輸。

How dare you impute the failure to me?
你怎么能把失敗怪罪到我頭上？

It is preposterous to impute to mere external conditions.
僅僅以外部環(huán)境解釋一切是不合理的。

3. judge a book by its cover：根據(jù)封面判斷一本書，即為以貌取人，相當(dāng)于judge people by looks/appearance.

4. 邁克·馬克庫拉的蘋果營銷哲學(xué)：

Empathy 共鳴 focus 專注 impute 灌輸

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