{"id":3527,"date":"2020-02-13T15:39:01","date_gmt":"2020-02-13T13:39:01","guid":{"rendered":"https:\/\/ita.org.il\/?page_id=3527"},"modified":"2020-02-13T15:45:47","modified_gmt":"2020-02-13T13:45:47","slug":"tuesday-morning-marketing","status":"publish","type":"page","link":"https:\/\/ita.org.il\/en\/ilams-tirft-tirf-1\/900-2\/ita-2020-conference-tuesday-feb-25\/tuesday-morning-marketing\/","title":{"rendered":"Tuesday Morning – Marketing"},"content":{"rendered":"
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Switching places: Improving translator marketing through understanding of the customer perspective<\/strong><\/div>\n
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The lecture will present 8 factors that influence customer choice in choosing a provider of a professional service, with a focus on translators. The emphasis will be on how translators can leverage these factors to get more end clients.<\/div>\n
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Stephen Rifkind<\/strong><\/div>\n
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Stephen Rifkind has been a translator for some 15 years, working from Hebrew, French and Russian into English. both American and British. He specializes in legal and financial material as well as official documents. He is half American, half French and has lived in Israel for some 30 years. His education is eclectic: BA in Russian Studies from UC Santa Cruz, went to law school at the University of Oregon, teaching credentials in French from Portland State College and an MBA from Leicester University in the UK. He also has been teaching English at the Braude School for Engineering in Israel for 25 years. He says \u201cI have the privilege and curse of being able to live in three different countries without belonging 100% to any of them.\u201d<\/div>\n
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Working successfully with Japanese companies<\/strong><\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n
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Difficult<\/span><\/span>?<\/span><\/span><\/span><\/p>\n

The literal translation of the Japanese words \u201cChotto Muzukashii\u201d is \"a little difficult\", but what does it actually mean in the Japanese business world, and how do we overcome it?<\/span><\/span><\/p>\n

In <\/span><\/span>Japan, <\/span><\/span>proper behavior<\/i><\/span><\/span> has become so formal and important that <\/span><\/span>not to be different<\/i><\/span><\/span> is a supreme value considered necessary for keeping public order. Companies <\/span><\/span>that <\/span><\/span>wish to create fruitful trade relationships in Japan, <\/span><\/span>and<\/span><\/span> companies already doing business in Japan and encounter difficulties in communication, should put emphasis on understanding the Japanese social and business codes that are the key to any successful business and interpersonal relationship in Japan. Ignoring these codes, will damage the relationship with the Japanese partners, weaken the cooperation, and endanger the success of the company.<\/span><\/span><\/span><\/p>\n<\/div>\n

Yifat Vered<\/strong><\/p>\n

Yifat Vered, founder of Japan-Israel Consulting <\/span><\/span>&<\/span><\/span> Business Development, <\/span><\/span>is a trilingual expert in<\/span><\/span> Japanese business<\/span><\/span> ethics and negotiations, with 30 years of experience. Yifat acquired her experience <\/span><\/span>while studying and working in Japan for close to ten years<\/span><\/span>, and has been acting<\/span><\/span> as a \u201cbridging\u201d Japanese Business Expert<\/span><\/span> since 2001. During the last 20 years, Yifat <\/span><\/span>has been in charge of many<\/span><\/span> sales, marketing,<\/span><\/span> business development<\/span><\/span>, and<\/span><\/span> door-opening<\/span><\/span> projects<\/span><\/span>,<\/span><\/span> conducted numerous market researches<\/span><\/span>, <\/span><\/span>provided Japanese-<\/span><\/span>Israel <\/span><\/span>business consulting<\/span><\/span>, and <\/span><\/span>serve<\/span><\/span>d<\/span><\/span> as a trilingual liaison<\/span><\/span> and <\/span><\/span>mediator<\/span><\/span> during negotiations for a <\/span><\/span>wide range of Israeli and Japanese companies <\/span><\/span>from<\/span><\/span> industries such as <\/span><\/span>medical device, biotechnology, pharmaceutical, cosmetics and food industries, construction, home appliances, food, software, IP-based streaming solutions, Mobility, Cyber, Security, e-commerce, and <\/span><\/span>others<\/span><\/span>.<\/span><\/span> Yifat <\/span><\/span>support<\/span><\/span>s<\/span><\/span> and consults <\/span><\/span>both Israeli and Japanese companies<\/span><\/span>, <\/span><\/span>while <\/span><\/span>assisting them in <\/span><\/span>build<\/span><\/span>ing<\/span><\/span> productive inter-cultural trade relationships<\/span><\/span>, and <\/span><\/span>using her deep understanding and long-standing experience<\/span><\/span>,<\/span><\/span> identif<\/span><\/span>ies <\/span><\/span>problems and difficulties in existing commercial relationships<\/span><\/span> and provides problem<\/span><\/span> solving <\/span><\/span>advice<\/span><\/span>. Yifat lectures and <\/span><\/span>conducts workshops<\/span><\/span> about <\/span><\/span>working successfully with Japanese companies<\/span><\/span>, and about<\/span><\/span> Japan-Israel <\/span><\/span>cooperation and <\/span><\/span>intercultural communication<\/span><\/span>, and serves as a member of the board of directors of the Israel-Japan Chamber of Commerce.<\/span><\/span><\/p>\n<\/div>\n

How to Reach Customers<\/strong><\/p>\n

The purpose of this talk is to answer some of the eternal questions: where to find customers. To answer that question we must first understand who our customers are ( or - what services we offer) and then find the way to get their attention. By any means necessary.\u00a0 Intended for non-literary translators.<\/p>\n

Yael Segal<\/strong><\/p>\n<\/div>\n<\/div>\n<\/div>\n

Yael Segal, lawyer, has been translating Henrew-English since 2011. Lectures on legal translation at Beit Berl<\/p>\n

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Beyond the Iron Triangle \u2013 Managing the Unmanageable<\/strong><\/p>\n

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The concept of PMT (Project Management Triangle or Iron Triangle) is explored as applied to translation projects. Overview of PMT and similar, but more sophisticated, models is provided based on analysis of their underlying notions (time, scope, quality, resources, costs, etc.) and risks associated with each of these constraints. It is shown that traditional \u201cpick any two\u201d approach is not absolute; it can be modified by varying the project specifications and thus can be adjusted to the requestor\u2019s needs subject to time and resources available. For example, while the project deadline is usually non-negotiable, the translation parameters can be finely tuned to make the production time fit into pre-defined time frame and, at the same time, to maintain the balance of project actors\u2019 interests.<\/div>\n
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Igor Vesler<\/strong><\/div>\n
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Senior research associate at the Ukrainian Institute of Scientific and Technical Information (Kyiv, Ukraine) (1973-1989) and Manager, Production and Product Development, at the American Institute of Aeronautics and Astronautics (New York, NY) (1990-2000). Since 1975, freelance Russian and Ukrainian legal and technical translator and interpreter. Currently, an independent consultant at Diken Research (New York, NY), an LSP in industries such as oil and gas, nuclear engineering, aerospace engineering and missile technology, international banking and project financing, law. Accredited by ATA in English\/Russian language pair and by Berlitz International as English\/Ukrainian court interpreter. Member of ATA, ITA, and AIAA.<\/div>\n<\/div>\n<\/div>\n<\/div>\n
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Switching places: Improving translator marketing through understanding of the customer perspective The lecture will present 8 factors that influence customer choice in choosing a provider of a professional service, with a focus on translators. The emphasis will be on how translators can leverage these factors to get more end clients. \u00a0 Stephen Rifkind Stephen Rifkind […]<\/p>\n<\/div>","protected":false},"author":148,"featured_media":0,"parent":3270,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"","meta":{"footnotes":""},"class_list":["post-3527","page","type-page","status-publish","hentry"],"_links":{"self":[{"href":"https:\/\/ita.org.il\/en\/wp-json\/wp\/v2\/pages\/3527","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/ita.org.il\/en\/wp-json\/wp\/v2\/pages"}],"about":[{"href":"https:\/\/ita.org.il\/en\/wp-json\/wp\/v2\/types\/page"}],"author":[{"embeddable":true,"href":"https:\/\/ita.org.il\/en\/wp-json\/wp\/v2\/users\/148"}],"replies":[{"embeddable":true,"href":"https:\/\/ita.org.il\/en\/wp-json\/wp\/v2\/comments?post=3527"}],"version-history":[{"count":3,"href":"https:\/\/ita.org.il\/en\/wp-json\/wp\/v2\/pages\/3527\/revisions"}],"predecessor-version":[{"id":3530,"href":"https:\/\/ita.org.il\/en\/wp-json\/wp\/v2\/pages\/3527\/revisions\/3530"}],"up":[{"embeddable":true,"href":"https:\/\/ita.org.il\/en\/wp-json\/wp\/v2\/pages\/3270"}],"wp:attachment":[{"href":"https:\/\/ita.org.il\/en\/wp-json\/wp\/v2\/media?parent=3527"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}