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Mit Profil gegen

English translation: facing consumer confusion

GLOSSARY ENTRY (DERIVED FROM QUESTION BELOW)
German term or phrase:Mit Profil gegen consumer confusion
English translation:facing consumer confusion
Entered by: Kim Metzger

01:33 Jun 12, 2008
German to English translations [PRO]
Bus/Financial - Management / Swiss German
German term or phrase: Mit Profil gegen
I can't figure out how "Profil" is being used in the subtitle of this book. Does it have anything to do with "Profilierungsinstrumente"? The author is a professor and teaches retail management at a Swiss university.

Dr. X verfasste zahlreiche Bücher und Artikel zu Themen wie "Wenn Käufer streiken: Mit klarem Profil gegen Consumer Confusion und Kaufmüdigkeit", "Modernes Handelsmanagement: Eine Einführung in die Handelslehre", "Das Discountphänomen: Eine 360-Grad Betrachtung".

Here's a brief summary of the book:

Handelsleistungen werden immer komplexer und austauschbar. Die Angebotsfülle verwirrt und überfordert die Käufer. "Consumer Confusion" macht sich breit. Die Folge: sinkender Umsatz bei den Anbietern. Die Autoren beschreiben, wie sich mit dem von ihnen entwickelten Consumer Confusion Radar konkrete Ursachen dieser "Käuferverwirrung" identifizieren lassen. Außerdem zeigen sie, wie durch entsprechende Profilierungsinstrumente die Überforderung beim Kunden reduziert und seine Kaufbereitschaft erhöht werden kann.
Kim Metzger
Mexico
Local time: 18:25
attitude
Explanation:
When shoppers strike: facing consumer confusion and purchasing reluctance with attitude

A compact version of Terry's suggestion.

Maybe a bit too punchy/colloquial, but the author(s) seem to like a direct approach with English buzzwords.

The Swiss also clearly understand the word (URL)

http://www.worldradio.ch/wrs/news/switzerland/swiss-company-...
Selected response from:

Textklick
Local time: 01:25
Grading comment
I agree with Walter that "concept" is the closest equivalent to Profil as the term is used here. But the challenge was to take account of "gegen" consumer confusion, etc. and render it in concise, natural English for a subtitle. We couldn't say with a clear concept against consumer confusion. And it's certainly not about the image of a product. It's about consumer attitudes. Terry's "stance against" and Textclick's "facing" solved that problem. Mit klarem Profil gegen is more like "squarely facing" but I didn't think I needed to add "squarely." I chose "facing consumer confusion" because it captured the idea and was the most concise.
4 KudoZ points were awarded for this answer



Summary of answers provided
4 +1Concept
Dr_Walter
4 +1brand imaging
Lingua.Franca
3 +1...image...
Mark Flynn
4 -1attitude
Textklick
3 -1with an uncompromising stance against
Terry Moran


Discussion entries: 9





  

Answers


4 hrs   confidence: Answerer confidence 3/5Answerer confidence 3/5 peer agreement (net): +1
...image...


Explanation:
Seems to me to be the central concept here. I understand 'Profilierungsinstrumente' to be something like 'image management tools', so a formulation such as 'Refining your image in the fight (or battle) against...' might be an idea.

Mark Flynn
Germany
Local time: 02:25
Works in field
Native speaker of: English

Peer comments on this answer (and responses from the answerer)
agree  Eike Seemann DipTrans
3 days 2 hrs
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4 hrs   confidence: Answerer confidence 4/5Answerer confidence 4/5 peer agreement (net): +1
Concept


Explanation:
Dear Kim
The word “Profil” in this case is used according to the ’Swiss-German’ use to express a firm and well thought structure or concept. I personally would prefer the word ‘concept’ if I had to interpret it.
Hope that I could help you.
Best Regards
Walter


Example sentence(s):
  • With firm concept against...
Dr_Walter
Local time: 08:25
Works in field
Native speaker of: Native in EnglishEnglish, Native in GermanGerman

Peer comments on this answer (and responses from the answerer)
agree  Eike Seemann DipTrans
3 days 2 hrs
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5 hrs   confidence: Answerer confidence 3/5Answerer confidence 3/5 peer agreement (net): -1
with an uncompromising stance against


Explanation:
This seems to fit, though I'm not totally confident.

Terry Moran
France
Local time: 02:25
Works in field
Native speaker of: Native in EnglishEnglish
PRO pts in category: 8

Peer comments on this answer (and responses from the answerer)
disagree  Eike Seemann DipTrans: and rightly so, the German has a different connotation here...
3 days 2 hrs
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5 hrs   confidence: Answerer confidence 4/5Answerer confidence 4/5 peer agreement (net): -1
attitude


Explanation:
When shoppers strike: facing consumer confusion and purchasing reluctance with attitude

A compact version of Terry's suggestion.

Maybe a bit too punchy/colloquial, but the author(s) seem to like a direct approach with English buzzwords.

The Swiss also clearly understand the word (URL)

http://www.worldradio.ch/wrs/news/switzerland/swiss-company-...


Textklick
Local time: 01:25
Specializes in field
Native speaker of: English
PRO pts in category: 16
Grading comment
I agree with Walter that "concept" is the closest equivalent to Profil as the term is used here. But the challenge was to take account of "gegen" consumer confusion, etc. and render it in concise, natural English for a subtitle. We couldn't say with a clear concept against consumer confusion. And it's certainly not about the image of a product. It's about consumer attitudes. Terry's "stance against" and Textclick's "facing" solved that problem. Mit klarem Profil gegen is more like "squarely facing" but I didn't think I needed to add "squarely." I chose "facing consumer confusion" because it captured the idea and was the most concise.
Notes to answerer
Asker: As in a Scotsman with an attitude? I like "facing"


Peer comments on this answer (and responses from the answerer)
disagree  Eike Seemann DipTrans: no, this is not what is meant here... it's about creating a clear and defined image of a product// :-) all I'm saying is that you're on the wrong track, sorry...
3 days 1 hr
  -> So: something like "Facing consumer confusion and purchasing reluctance with a clear and defined image of a product"? Long title.
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6 hrs   confidence: Answerer confidence 4/5Answerer confidence 4/5 peer agreement (net): +1
brand imaging


Explanation:
BRAND IMAGING - Definition: The perception of your product or your brand by the consumer.

Profil relates to the products and services.

Below is an excerpt from Amazon.de, providing more details about the book:

Und sie liefern Tipps, wie Hersteller und Händler ihrem Unternehmen und ihren Produkten ein starkes Profil geben und so die Kaufbereitschaft beim Kunden erhöhen können.

So the sentence could go: Solid brand imaging against consumer confusion and ...



    Reference: http://www.amazon.de/gp/product/product-description/34091267...
    Reference: http://marketing.about.com/od/marketingglossary/g/brandimage...
Lingua.Franca
Spain
Local time: 02:25
Native speaker of: English
PRO pts in category: 4

Peer comments on this answer (and responses from the answerer)
agree  Eike Seemann DipTrans: :-) genau! ...und das sogar ohne Muttersprachler der Ausgangssprache zu sein! ;-) (hatte ich nämlich vorher i.m.K. übersehen, sorry...)
3 days 1 hr
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