[英文]有人可以幫我翻譯嗎?急需~~

Question

Once upon a time most consumers believed that national brands offered higher quality. In the same survey of grocery shoppers noted above, 59 percent thought store-branded products charged less but still offered national brand quality. Little wonder that these shoppers have defected from the national brands in favor of the store brands. And until the makers of the nationals reverse such beliefs, the situation is only going to get worse for them. Core brand\'s category, consumers\' liking of the core brand is easily transferred to the extension. Extending the name into more dissimilar product categories, however, reduces this transference. Extending the Disney name into the cruise line industry makes sense, but extending its name into other product categories (e.g., beet or cigarettes) that have little relationship to the core brand does not.
The Piecemeal Process A piecemeal process essentially involves constructing an evaluation of a choice alternative using bits and pieces. First, consumers must determine the particular criteria or product dimensions to be used in evaluating choice alternatives. In deciding which automobile to purchase, consumers may consider such criteria as safety, reliability, power, acceleration, price, brand bame (but see Consumer Behavior and Marketing 4.3 for a discussion of the declining influence of brand name), country of origin (where it is made), warranty, and gas mileage. Consumers may also consider the feelings that come from owning (such as prestige and status) and driving (such as exhilaration and excitement) the car.

Answer 1

Once upon a time most consumers believed that national brands offered higher quality.
自古以來，大多數的消費者皆深信國際品牌就是代表好品質。
In the same survey of grocery shoppers noted above, 59 percent thought store-branded products charged less but still offered national brand quality.
在同一份問卷中指出，59%的購物者認為超市本身的自創品牌商品，訂價不但較低而且品質也跟其他國際知名品牌不相上下。
Little wonder that these shoppers have defected from the national brands in favor of the store brands.
有點令人驚訝的是，這些消費者不但捨棄國際品牌，還熱衷於店內的自創品牌。
And until the makers of the nationals reverse such beliefs, the situation is only going to get worse for them.
當這些知名的大廠商徹底改變他們的看法時，情形已經只能用”每下愈況”來形容了！

Core brand's category, consumers' liking of the core brand is easily transferred to the extension. Extending the name into more dissimilar product categories, however, reduces this transference.
核心品牌類別：消費者習慣性會把一個品牌的核心商品類別，轉嫁到其他的伸展商品類別。當延用一個品牌至其它不相關的產品類別時，品牌本身的影響力會在轉移過程中大大減低。
Extending the Disney name into the cruise line industry makes sense, but extending its name into other product categories (e.g., beet or cigarettes) that have little relationship to the core brand does not.
品牌延用必須跟核心商品的類別有相關性：例如，廠商把Disney（迪士尼）的品牌延用於旅遊業的遊艇，一般的消費都能輕易的接受；但是若延用於其他的商品類別（例如啤酒或香煙）就完全沒有關聯了。

In deciding which automobile to purchase, consumers may consider such criteria as safety, reliability, power, acceleration, price, brand bame (but see Consumer Behavior and Marketing 4.3 for a discussion of the declining influence of brand name), country of origin (where it is made), warranty, and gas mileage. Consumers may also consider the feelings that come from owning (such as prestige and status) and driving (such as exhilaration and excitement) the car.
在決定購買一輛汽車時，消費者也許會考量到的標準有：安全性，可靠性，馬力，加速性，價格，廠牌（見Consumer Behavior 及Marketing 4.3中的討論：the declining influence of brand name　名牌商品對消費者的影響力已逐漸降低），製造國家，保固期，還有里程數。消費者也有可能會考慮到擁有這輛車的感受（例如：是否符合自己的聲望及身份地位）及駕駛起來的感覺（例如：是否令買家感到愉快與刺激/興奮)。
ps. 有2小段沒有翻...有空會馬上補上, 希望對您有幫助!

2006-04-27 16:44:02 補充：
The Piecemeal Process: A piecemeal process essentially involves constructing an evaluation of a choice alternative using bits and pieces.
piecemeal 照字面上翻是:一件件地,逐個地;逐漸地
process 指過程,步驟
The Piecemeal Process是指消費者在決定購買商品的過程中, 會很基本地架構一套評估的標準; 就如同拼圖一般, 每一小片都是影響消費者購買某一商品的因素.

2006-04-27 16:45:15 補充：
First, consumers must determine the particular criteria or product dimensions to be used in evaluating choice alternatives.
首先，消費者在評估選購商品時, 必須決定特定的標準, 或者是產品本身的特點.

Answer 2

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