Marketing Issues

  

• Companies tend to hire inexperienced and or unqualified technical translators.
 

Most companies would not give a second thought about hiring experienced technical translators. Also they don't see technical translators as something to be heavily relayed upon. A large number of inexperienced and untrained technical translators are recruited. The reason that untrained translators make up a large number because its more cost efficient for the company to hire them.

 

• Advantages: it is least costly and convenient.
Companies tend to hire inexperienced employees of all positions especially technical translators. The companies half of the time don't offer training courses to it's employees since it's more efficient.Often times corporations doing international business deals tend to cut costs on things that matter less such as training it's employees.

 

 

• Disadvantages: can mislead consumers, that often leads to legal actions.

 It costs the company more loss in revenues than investing it on training course programs. It has been shown many times when a company does not carefully train a technical translator careless mistakes tend to happen. The figure as shown above shows what can happen when a translator miss translates a company's slogan. Sometimes the outcome of translating a fraze into a foreign language can send the wrong message.Therefore it would be offensive, in that foreign culture.

 

• Cost the companies millions of dollars in lost revenue.
 
Companies invest a lot of money before establishing international businesses. A company always expects to generate a lot of revenue after investing money in opening it's doors overseas. That's not always the case, an example would be GM chevrolet. GM had introduced the Chevy Nova model in Latin America. For the first few years GM executives could not explain the poor rates of selling until one of the translators pointed out that "Nova" translates into "No Go" in Spanish. That is when GM executives changed the Chevy Nova's model name.