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|French to English translations [PRO]|
Marketing - Marketing / Market Research
|French term or phrase: prescription|
|The translation is a marketing plan for switch disconnectors. The company wants to increase its market share in industry as opposed to the residential sector. One way is to impose the use of their brand in certain types of installation. "L'animation et le succès de ces ventes impose une forte prescription auprès des utilisateurs finaux." "Seuls les ventes auprès de XXX sont satisfaisantes et en légère amélioration. L'explication est simple : XXX est dans une logique de prescription des produits qu'il distribue". "Son succès est lié à la qualité de son réseau commercial (bonnes prescriptions)". "Très forte prescription sur les marchés des énergies nouvelles (PV et éolien) avec une offre globale", et, "La formation produit en interne et chez nos clients est un véritable vecteur de prescription".|
The resulting "prescripteur" corresponds to "specifier" in English, but I can't come up with a term for "prescription" that corresponds to these different elements. In previous posts, "specifications", "recommendations", "thought leader networks", "initiative leadership" and "referral networks" have been proposed for "prescription", but I don't see how I can them here. The only possibility I can find for the moment is the idea of "imposing our products" : "XXX imposes the products it distributes", ""product training ... helps us (?) to impose our products", "Successful sales drives are based on our ability to impose our products on end users", but I'm not entirely satisfied with these solutions.
5 mins confidence: peer agreement (net): +1 11 mins confidence:
Works in all your phrases I think. Imposing sounds rather too strong to me.
Note added at 37 mins (2008-11-13 10:37:09 GMT)
But imposing means leaving no alternative, no choice. You could say "strongly recommends" but not imposes.
When you buy a washing machine there's often a label with "Washpuddle recommends Avial".
Local time: 01:35
Specializes in field
Native speaker of: English
PRO pts in category: 75
|Notes to answerer|
|Asker: I don't consider that imposing is too strong, because the idea is to ensure that the customer will choose that product and not another. For example, a competitor uses design software to propose solutions that only use their product because of certain functionality. Promotion for me does not convey that meaning.|
Asker: As I indicated to Andrew, it is a question of leaving no alternative. It doesn't correspond to "Washpuddle recommends Avial" but Avial getting Washpuddle to say "only 1 cm diameter green and red tablets should be used" when you know that the only corresponding brand is Avial. This may not be the way that "prescription" is used by everyone in the business, but it is definitely the idea that my client wants to convey. It includes the idea that the Avial reps are going to talk to the people at Washpuddle and explain why the green and red tablets are the best solution for Washpuddle machines because of their specific characteristics. I wonder whether "user guidance" might not be a possibility.
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