商务英语阅读课后习题phrasetranslation重点答案

Chapter 12.FTTFFF FFFFTT3.phnise translation1)E-C translationbilateral relationship 双边关系Euro zone欧元区Sovereign wealth fund 主权财富基金Trade agreement 贸易协定Trade bill贸易法案Raise hackles 惹怒Economic relation 经济关系Exchange rate 了匸率Monetary policy 货币政策Heat up升温2)C-E translation国际收支经常项H顺差current account surpluses竞选运动election campaign成员国member states除…以外aside from出口紧贴export subsidies消费者感知consumer perception代表on behalf of知识产权intellectual property外资收购foreign takeover4.sentence translation1.interest and attention on the new EU-Russia trade agreement gained momentum after EU leaders' travel to Russia in May in an attempt to resolve their differences across a range of issues.2.he sat down and fired off a furious letter to the Indian government, describing a radical change of the US policy towards textile imports.3.the Republican leadership in the US government will soon lift its cap on cigar imports from Cuba, replaced by a monitoring system which will be put in place for 2008.4.the renowned economist proposed that the Finnish government set up a sovereign wealth fund, modeled on China Investment Corp (CIC).5.before the bilateral free-trade agreement these two countries reached in 2007, their strategic sectors, such as cotton and woolen, electronics, mining, car producing, etc. had been off limits to foreign investors・6."aside form the technical difficulties, there are heavy financial and political costs associated with the measures necessary to reduce the emission of greenhouse gases," said an expert at this year's Si no-Korea summit7.as negotiations continued last night in Tokyo, Japanese government officials said they were hopeful they could pull off a summit with China in Beijing but stressed nothing had been finalized. & in a previous career, I spent many years negotiating on behalf of the EU with the Russian andChinese governments on everything from Siberian overflight rights to the terms of China's accession to the World Trade Organization.9.Mexico and the US squabbled over poultry imports, which may disrupt the lifting of cigricultural tariffs under the North American Free Trade Agreement.-Pacific Economic Cooperation (APEC) Business Forum 2007 will take place shortly before the WTO ministerial conference in Hong Kong next month.5.CLOZERussian bilateral accession little supplier issued political domestic EU sectorsChapter 22.FFTFF TTTFT3.phrase translation1)E-CConsumer-goods 消费品Discount retailers 折扣零售商Brand equity詁牌资产价值Advertising budget 广告预算Real-time sales date现实销售数据Sales promotion 促销Profit margin 盈利Scanner data扫描数据2)C-E价格溢价price premium基线销售baseline sales减价price reductions广告支出advertising spending营销组合marketing mix非折扣价销售溢价quantity premium产品系列范围(品类)product-line length (variety)美元分配allocation of dollars4.sentence translation1.the government has allocated $()」billion to the development and utilization of renewable energy in rural areas.2.we should not develop the Western region at eth expense of environment. Therefore the government has been following a sustainable development road attaching equal importance to economic development and environmental protection・3.as a big responsible nation, China will strictly abide by the WTO rules and honor its commitments ・4.the raid growth in China's grain production can be ascribed to the fact that the Chinese government has implemented a seriesof reform policy and measures in the rural areas, such as raising the prices of grain purchased by the state.5.in the globalization ear, not all countries play on the level playground・Some dcvclopingcountrics had to adhere to some marketing principles or even accede to the request ofsome governments.6.over the past year, the globalinvestment demand was on the wane; the major would currencies suffered swift turbulence and some emerging markets underwent severe financial crises.works fundamentally alter the nature of competition and level the playing filed, especially for smaller business regardless of the barriers like time and distance.8.through micro credit projects, with the credit available on demand, farmers are able to pay back both the principle and interest in time.9.China's vigorous economic development is indicative of the fact that China has become one of the countries that enjoy the highest economic growth speed in the world.10.with the reform of the wholly state-owned commercial banks, when some qualified commercial banks seek listing in the stock market, others certainly will follow suit.5.clozeBlame damaged short-term building profitability arm boosts orientation moreover loweringChapter 32.FTFTT FTTFF3.phrase translation1)E-CPrivileged minority享有特权的额少数人Gas station 加油站Marketing research 市场调查Professional competence 专业技能A sales point 卖点Product design 产品设计Potential consumer 潜在顾客Business disaster 商业灾难2)C-EH 常牛活daily life广告造势活动advertising campaigns物理特性physical characteristics视觉现象visual imagination国内媒体national media销售增长 a sale increase销售渠道distribution system产品导向性的广告product-oriented adverting4.sentence translation1.expertshave attribute the main cause of the company^ poor performance to its poor HR functions, especially the appointment of the senior management.2.British Airways intends to create a more flexible and modern corporate culture through the relocatio n.3.rumors about redundancy make the company at its worst in terms of moral ever since its foundatio n.4.after financial scandals・ Many companies can only resort to charity activities to improve theircorporate image.5.politicians should not engage in business affairs that might affect their political judgment.6.as a sleeping partner of the enterprise, he is entitled to share the profit, but is deprive of participating in its management.7.after watching this interviews, she realizes how difficult it is to be a venture capitalist. For one thing, you need to have the money; for another, you need to have the insight to pick the right (promising) start-ups.8.to enter a specific market, in addition to acquire sufficient knowledge about our target customers, we also need to know about the local policies and abide by them.9.with the efforts of these university students, it was brought to light that this world-famous multinational had established some sweat factories in China.10.in a time when customers change constantly and rapidly in their needs, only companies who are quick to respond can survive and succeed in the end・5.clozeSincere privileged led constitutes intellectual resort instead reduce clients divertChapter 42.FTTTF FTFFT3 phrase translation1)E-C translationMobility of people 人口流动Supplier networks供丿'卫商网络Standardized items 标准零配件Specialist manufacturing technology 特殊制造技术Complementary economies 互补经济体Anti-Japanese sentiment 反口情绪Foreign affiliates外方合伙人，外国附属公司Go public 上市2)并购mergers and acquisitions海夕卜扩张overseas expansion全球化战略globalization strategy保护主义扌昔施protectionist measures知识产权intellectual property right贸易伙伴trading partners资木投入capital investment4.sentence translation1.vendors now offer systems that work only with their hardware, but they are trying to make their equipment integrate with others9 hardware・2.agricultural exports, by contrast, respond immediately, growing at an annual rate of 17.7 percent in 1980 and 1981.3.this book takes a strategic view of business and develops the ability to take a multidisciplinary approach to managing a business and resolving problems and issues・4.thanks to the recession and 9/11, Mayor Michael Bloomberg must contend with whopping budget deficit projected to 60 million.5.dispose of batteries properly. Do not throw them into fire or expose to high temperature.6.in the future, in addition to syndicating our groups5 efforts, we will ally with foreign companies to leverage advantages and enhance global competitiveness.7.wc arc certain that in due course of time, the economic reforms will have bought about results and benefits that will go beyond China's boundaries.8.one of the major banks has lowered its interest rate and the other bank is expected to follow suit.9.during these quarterly meetings, it9s the boss's responsibility to respond to each manager^ plan.10.wc will put in place a new order of the socialist market economy through completing the market system and rectifying and regulating the market behavior.5.clozeAmbivalent integration hindered from by shortage options acquisitions strategy alliance craft。

Chapter13. Phrase Translation1)萧条的经济、充分就业、贸易赤字、深入分析、工业化国家、自由贸易协定、国际专业化、产品差别、贸易盈余、决定性因素2)economic win-win, tariff barrier, wage inequality, labor productivity, lay off workers, factors of production, bilateral deal, regression analysis, market access, world economic recovery4. Translate the following sentences with the expressions in the list given below.1) The monitoring system will finally substitute the U.S. government’s cap on cigar imports from Cuba.2) The quarrel between Mexico and the U.S. will be of no avail and it may disrupt the lifting of the agricultural tariffs under the North American Free Trade Agreement.3) An economic cooperation business forum, which will discuss how to minimize the negative impact of global economic imbalance adjustment on China, will take place shortly before the ministerial conference.4) Few Americans attribute this to such obvious causes as a devalued dollar or the business cycle.5) Recent research has shed light on the fact that there are heavy financial and political costs associated with the measures necessary to reduce the emission of greenhouse gases.6) There are rumors that the government struck a private deal with the corporation’s chairman last month.7) The opposition is exerting pressure on the U.S government to change the policy towards textiles imports.8) Since the establishment of the bilateral free-trade agreement, the emerging economy has always been at the forefront of science and technology.9) In general, floating exchange rates are supposed to insulate countries from persistent differences in inflation with their trading partners.10) According to conservative estimates, by 2010, China’s import and export volume with North America and the EU would surpass $400billion respectively, with ten ASEAN countries exceeding $200 billion.Chapter 23. Phrase Translation1)消费品,折扣零售商,品牌资产价值,广告预算,现实销售数据,促销,盈利,扫描数据2)price premium, baseline sales, price reductions, advertising spending, marketing mix, quantity premium, product-line length( variety), allocation of dollars4. Translate the following sentences with the expressions in thelist given below.1) The government has allocated $0.1billion to the development and utilization of renewable energy in rural areas.2) We should not develop the Western region at the expense of environment. Therefore the government has been following a sustainable development road attaching equal importance to economic development and environmental protection.3) As a big responsible nation, China will strictly abide by the WTO rules and honor its commitments.4) The rapid growth in China’s grain production can be ascribed to the fact that the Chinese government has implemented a series of reform policy and measures in the rural areas, such as raising the prices of grain purchased by the state.5) In the globalization era, not all countries play on the level playground. Some developing countries have to adhere to some marketing principles, or even accede to the requests of some governments.6) Over the past year, the global investment demand was on the wane; the major world currencies suffered swift turbulence and some emerging markets underwent severe financial crisis.7) Networks fundamentally alter the nature of competition and level the playing field, especially for smaller business regardless of the barriers like time and distance.8) Through micro credit projects, with the credit available on demand, farmers are able to pay back both the principle and interest in time.9) C hina’s vigorous eco nomic development is indicative of the fact that China has become one of the countries that enjoy the highest economic growth speed in the world.10) With the reform of the wholly state-owned commercial banks, when some qualified commercial banks seek listing in the stock market, others certainly will follow suit.Chapter 33. Phrase Translation:1)privileged minority 享有特权的少数人gas station 加油站marketing research 市场调查professional competence 专业技能a sales point 卖点product design 产品设计potential consumer 潜在顾客business disaster 商业灾难2)日常生活daily life广告活动advertising campaigns物理特征physical characteristics视觉想象visual imagination国内媒体national media销售增长a sale increase销售渠道distribution system产品导向型的广告product-orientated advertising4. Translate the following sentences with the expressions in the list given below.1) Experts have attributed the main cause of the company’s poor performance to its poor HR functions, especially the appointment of the senior management.2) British Airways intends to create a more flexible and modern corporate culture through the relocation.3) Rumors about redundancy make the company at its worst in terms of morale ever since its foundation.4) After financial scandals, many companies can only resort to charity activities to improve their corporate image.5) Politicians shold not engage in business affairs that might affect their political judgement.6) As a sleeping partner of the enterprise, he is entitled to share the profits, but is deprived of participating in its management.7) After watching this interview, she realizes how difficult it is to be a venture capitalist. For one thing, you need to have the money; for another, you need to have the insight to pick the right start-ups.8) To enter a specific market, in addition to acquiring sufficient knowledge about our target customers, we also need to know about the local policies and abide by them.9) With the efforts of these university students, it was brought to light that this world-famous multinational had established some sweat factories in China.10) In a time when customers change constantly and rapidly in their needs, only companies who are quick to respond can survive and succeed in the end.Chapter 43. Phrase Translation1) Given the Chinese equivalents to the following English Terms.mobility of people:流动人口supply networks: 供应商网络standardized items:标准零配件specialist manufacturing technology:特殊制造技术complementary economies: 互补经济体anti-Japanese sentiment: 反日情绪foreign affiliates: 外方合伙人,外国附属公司go public: 上市2) Give the English equivalents to the following Chinese terms: 企业并购mergers and acquisition海外扩张overseas expansion全球化战略globalization strategy保护主义措施protectionist measures市场准入access to market知识产权intellectual property right贸易伙伴trading partners资本投入capital investment4. Translate the following sentences with the expressions in the list given below.1) Vendors now offer systems that work only with their hardware, but they are trying to make their equipment integrate with other’s hardware.2) Agricultural export, by contrast, respond immediately, growing at an annual rate of 17.7 percent in 1980 and 1981.3) This book takes a strategic view of business and develops the ability to take a multidisciplinary approach to managing a business and resolving problems and issues.4) Thanks to the recession and 9/11, Mayor Michael Bloomberg must contend with a whopping budget deficit projected to 60 billion.5) Dispose of batteries properly. Do not throw them into fire or expose to high temperature.6) In the future, in addition to syndicating our groups’ efforts, we will ally with foreign companies to leverage advantages and enhance global competitiveness.7) We are certain that in due course of time, the economic reform will have brought about results and benefits that will go beyond China’s boundaries.8) One of the major banks has lowered its interest rate and the other bank is expected to follow suit.9) During these quarterly meetings, it’s the boss’s responsibility to respond to each manager’s plan.10) We will put in place a new order of the socialist market economy through completing the market system and rectifying and regulating the market behavior.5.1) ambivalent 2) integration 3)hindered4) from 5) by 6) shortage 7) options8) acquisition 9) strategy 10) alliance 11) craftChapter 53. Phrase Translation1) English to Chinesepublicly traded companies 上市公司keep a weather eye on…对随时留意/小心提防accounting firms 会计师事务所international subsidiaries 国外子公司cost efficient 经济划算的take a wait-and-see approach 持观望态度reconciliation reports财务)调整报告performance measures 业绩评定指标/方法2) Chinese to English通用/公认会计准则generally accepted accounting principles收益确认revenue recognition损益表/收益表income statement每股收益earnings per share常务/执行董事managing director信用评级机构credit-rating agencies财务管理人员/主管finance chiefs/ executives机构投资者/投资机构institutional investors4. Translate the following sentences with the expressions in thelist given below.1) Escalating costs have almost wiped out the company’s profits from last year.2) This area is studded with bars all vying for customer attention. But it’s not easy to pin down what exactly it is that pleases customers the most.3) The project team decided to adhere to its original plan despite the appalling weather.4) At the press conference, the PR manager reiterated that the company’s operation has returned to normal. However, many priva te shareholders remain skeptical about such claim.5) The new labor law, which took effect last year, is likely to raise the labor cost of a considerablenumber of enterprises.6) The less senior employees are reluctant to express their views or make any suggestions because they don’t think their ideas w ill really be put into practice.7) Local relief organizations have also embarked on fund-raising campaigns so as to provide more financial support for the earthquake victims.8) Up to 30 companies submitted their request for price rise, but most of them d idn’t stand a chance of getting approval from the regulatory agency.9) The decision-makers seem to have already given up on the reform program though its initiators are still trying hard to elicit support from other stakeholders.10. The new model, which has just been released onto the market recently, is being touted as the most energy-efficient and environmentally-friendly product of its kind.Chapter 63.explicit inflation target 公开的通货膨胀指标volatile prices 波动价格monetary policymaking 制定货币政策consumer expenditure 消费支出credit crunch 信贷资金骤减variable mortgage rates 浮动按揭/抵押贷款利率surging and plunging asset prices 大起大落的资产价格do more harm than good 得不偿失/弊大于利2)楼市暴跌housing crunch/collapse维持价格稳定maintain price stability核心通货膨胀core inflation rate消费者物价指数consumer price index资产负债表balance sheet预除负面影响forestall the adverse effects政策框架policy framework市场预期market expectation4.1) The intensification of globalization has made the financial market of any country more vulnerable to booms and busts in other countries.2) This model, which used to be the cash cow of the company, only accounts for 5% of its total sales revenue now.3) The local authorities’ response to the crisis seemed grossly inconsistent with its proclaimed commitment to environmental protection.4) In his speech, the newly-appointed chairman of the committee warned banks and other financial institutions against over speculation and reckless lending.5) The company has recently introduced a new assembly line in the hope that improved technology can translate into higher productivity.6) The new policy comes into effect this month, but whether it can deliver the expected benefits remains to be seen.7) To sustain their present standards of living, you have to bring their income into line with rising prices.8) This country has a great advantage over its neighbors in terms of the financial and technological resources needed to achieve the dual goal of economic prosperity and cleaner environment.9) During the economic recession, the outlook for job opportunities was bleak.10) Should our negotiation with the agency break down, we’ll consider setting up our own retail outlets.5. 1) economies 2)accompanied 3)run-ups 4)crashes 5)pose6)intervention 7)variety 8)within 9)extent 10)under 11)distinguish12)fundamentalsChapter 73.Phrase Translation:1)competitive edge 竞争优势breach of contract 违反合同convertibility of profit 收益的可兑换financial instruments 金融工具currency conversions 货币转换financial hedges 金融避险cost-benefit analysis 成本效益分析record-high 破纪录的高点a vested interest 既得利益in its infancy 初级阶段2)新兴市场emerging markets金融危机financial meltdown民间暴乱civil disturbance股票价格share prices风险溢价risk premium政治周旋political spin平衡竞争环境level the playing field 利害关系have a stake in数据采集data-mining博弈论game theory4.1)The advantages of the establishment of legal framework far outweigh its disadvantages because it guarantees private property rights for citizens as the rights of foreign entities to purchase and sell businesses within the country.2. The government seeks ways to accelerate its bid to enter the World Trade Organization and promises to honor the commitment.3. According to the United Nations Conference on Trade and Development, India attracted $16.9 billion in foreign direct investment inflows in 2006, which is equivalent to a 153% increase from the previous year.4. There are signs that the market could open up in the near future and more foreign entities willhave a stake in the international business.5. The practices of foreign companies must be consistent with international standards following the 1999 Trademark Act that protected foreign trademarks and service marks.6. As of January 1, 2008, both domestic and foreign-funded enterprises will be subject to a 25% statutory rate.7. Even before they reached the bilateral free-trade agreement in 2009, trade talks had already gained more and more favor with the Mexicans.8. Germany’s anti-monopoly law, adopted voting on August 30, renders those foreign mergers and acquisition against national security infeasible.9. China allows for full profit repatriation and since the mid-1990s, foreign investors have broadly had free access to foreign exchange.10. Instead of engaging in endless talks that amount to little more than arguments for the lion’s share of profit, both sides need to size up the current situation.。

商务现场口译译文及练习答案Unit 6I.You are going to hear a short passage about advertising. Listen to the passage carefully and note down what you hear. Pay attention to the structure of your notes. Then interpret your notes in the target language.AdvertisingAdvertising reaches people through various forms of mass media. These media include newspapers, magazines, television, radio and posters and hoardings. Advertisers buy space in newspaper and magazines to publish their advertisements. They buy time on television and radio to broadcast their commercials.One of the many advantages of newspapers is that most adults read a daily newspaper, and many of them specifically check the advertisements for information about products, services, or special sales. Magazines are usually read in a leisurely manner and are often kept for weeks or months before being discarded. One ofthe main advantages of television to advertisers is that it brings sight, sound and action directly to consumers in their homes. An advantage of advertising on radio is that people can listen to programs while doing other things, like driving their cars or working at home.II. Phrase InterpretingAsk the students to interpret the following words and phrases into Chinese or English respectively with the help of the language bank in the Student's Book.A1. Swatch2. Ericsson3. Rejoice4. Seven-up5. Nokia6. Honda7. Philips 8. Olympus9. Marlboro10. Lexus1．斯沃奇。

Task 1（1）You should place it with this side up.( 2 ) You should keep it try.( 3 ) You can drink it safely.( 4 ) You should handle with care.( 5 ) This food should be health and safety.（6）This stands for the level of food safety（7）This product has passed Quality Safety check（8）It has passed a food safety certificate.（9）It has passed a drinking safety certificate.（10）This is green food.Task 2 Discuss with your partner and match the world famous advertisement slogans 1-6 with logos A-F.1. All the news that’s fit to print --------New York Times2. Better things for better living through chemistry----------Du Pont3. Finger一lickin’good---------Ken- tucky Fried Chicken4．I’m lovin’ it.---------McDonald’s5. Something special in the air．----------American Airlines6. We bring good things to life.---------- General Electric1E 2．F 3．A 4. C 5．D 6．BUnit TaskTask 1 Decide whether the following statements are true(T) or false(F) according to the passage.1.F2. F3.T4.F5.FTask 2 Match the following terms with their Chinese meanings.1. d2.f3.b4.j5. c6.i7.h8.e9. a 10. gTask 3Complete the following sentences with the words or phrase given below。

2018年1月广东省高等教育自学考试商务英语阅读试题（课程代码 05439）I. Translate the following words or phrases into Chinese (10%)1. inflation2. turnover3. fringe benefit4. bearer bond5. consignment6. mutual fund7. brokerage 8. certificate of origin9. mortgage 10. counter offerⅡ. Translate the following words or phrases Into English (10%)11.经济衰退 12.股权证13.预付款 14.期末存货15.电汇 16.赔偿、偿还17.存款 18.配额、限额19.仲裁 20.风险资本Ⅲ. Choose the best answer to fill in the blanks (10%)21. The most major function of money is_________.A. a store of valueB. the unit of accountC. the medium of exchangeD. a standard of deferred payment22. Which of the following is NOT mentioned in economic loss?A. The destruction of one’s home in a fire.B. Loss of income owing to illness.C. Loss of property owing to theft.D. The destruction of one’s property in an accident.23. An insurance policy is_________.A. a government law on insuranceB. a written contract between the insurer and the insuredC. a piece of paper with the insurer’s signature on itD. a set of rules to regulate the insurance market24. Which of the following can NOT be a feature of a bond?A. It has a certain denomination.B. It has a prefixed interest rate.C. It involves high risk.D. It has a prefixed maturity date.25. _________is a small structure with one or more open sides that is used to vend merchandise (as newspapers) or services.A. Telephone boothB. KioskC. NewsstandD. Department store26. Marketers can communicate with large numbers of potential customers at the same timeby_________.A. personal sellingB. direct sellingC. mass sellingD. sending leaflets27. What is meant by“consideration” in a contract?A. An item of considerable value given to the other party.B. An item of value given to the other party.C. Money in exchange of goods.D. Careful thinking before signing a contract.28. To be a wise customer, we must evaluate__________ and choose to buy what is__________.A. the price; the cheapestB. the product quality; of top qualityC. the total product offer; of the best value to usD. the after-sale service; provided with the best after-sale service29. The following are the elements of marketing mix EXCEPT__________.A. priceB. placeC. point-of-saleD. promotion30. What is the major feature of a global marketing strategy?A. uniformityB. flexibilityC. localizationD. diversityIV. In this part, there are some reading passages followed by 15 questions or unfinished statements. For each of them there are four answers marked A, B, C and D. You should decide on the best one according to your understanding (30%)Passage 1Corporate CultureThe term corporate culture refers to an organization’s value system. Managerial philosophies, workplace practices, and organizational network are included in the concept of corporate culture. Tyson Food’s corporate culture is reflected in the fact that everyone-even CEO Don Tyson wears clothes of a yellowish brown color on the job.The leaders who developed the company and the corporate culture typically shape the corporate culture.One generation of employees passes on a corporate culture to newer employees. Sometimes this is part of formal training. New managers who attend McDonald’s Hamburger University may learn skills in management,but they also pick up the basics of the organization’s corporate culture. Employees can absorb corporate culture through informal contacts as well,by talking with other workers and through their experiences on the job.Corporate culture has a major impact on the success of an organization. In organizations with strong cultures,everyone knows and supports the organizations’objectives.In those with weak cultures, no clear sense of purpose exists. In fact, the authors of the classic book In Search of Excellenceconcluded the presence of a strong corporate culture was the single common thread among many diverse but highly successful companies such as General Electric and McDonald’s.As you can imagine,changing a company’s corporate culture can be very difficult.But some managers try to do just that when they feel the current culture is weak,or when the organization’s objectives change and the old culture no longer fits. Sometimes the competitive situation of a company changes. For instance, electric utilities, which once had their profits guaranteed by public regulation,now face more competition than ever.Firms that were comfortable competing against other American companies now find themselves fighting competitors from overseas, too.Management expert Peter Duckers feels that,rather than trying to change culture,managers should focus on changing employees and corporate practices, as follows.——Define what results are needed. Specify in measurable terms what the organization or department, or office) needs to achieve.——Determine where these results are already being achieved within the current organization. Analyze the departmentsthat are already effective and find out what they are doing differently from the rest.——Determine what top management can do to encourage these good results.Duckers suggests that executives openly ask what they can do to help, and then do it.——Change the reward system-or develop a new one-to recognize these effective practices. When employees realize that the organization really does reward the new approach,they will adoptit much more quickly.Whether one wants to change an organization culture or not,it is importantto choose managers and employees whose personal styles fit the organization’s goals.31. According to the passage, corporate culture _________.A. means the cultural atmosphere in a companyB. is established by top leaders and can’t be changedC. involves the core values of a companyD. has little influence on the performance of a company32. In McDonald’s Hamburger University, new managers _________.A. learn the company’s corporate culture at lengthB. are only interested in learning management skillsC. learn all the necessary skills and practices of the companyD. have chances to know about the company’s corporate culture33. If an organization has a strong corporate culture,_________.A. it can be sure of achieving great successB. it will be as successful as General Electric and McDonald’s pC. its staff tend to work for a common goalD. it may have a strong influence on the market34.One reason why some managers try to change a company’s corporate culture is that_________.A. the existing corporate culture is very strongB. they try to adapt the corporate culture to new situationsC. the company is facing a lot of competitionD. they are not so conservative as the old generation35. Which of the following is NOT advised by Peter Duckers?A. Evaluating different performances of various departments.B. Improving the communication among managers.C. Determine what is to be achieved by the organization.D. Improving the reward system so as to encourage new practices.Passage 2Early Developments in American EconomyEarly American industries depended largely on skilled artisans working in small shops tothserve a local market.But the Industrial Revolution that started in England during the18century did not take long to cross the Atlantic. It brought many changes to American industry between 1776 and 1860. Because labor was scarce in the United States and wages were high, employers welcomed any new method that could reduce the requirement for labor.One key development was the introduction of the factory system,which gathered many workers together in one workplace and produced goods for distribution over a wide area.The first factoryin the United States is generally dated to 1793, when an Englishman named Samuel Slater came to America to build a cotton cloth factory. He built the machinery from memory, because it was a crime to carry factory plant out of England.The success of Slater’s factory started a processof change that turned the northeastern region of the United States into an important manufacturing center. The making of textiles also meant increased demand for cotton, grown in the southern region for the United States. As a result, the nation became a major cotton producer.Another important development was the“American system” of mass production, which originated in the firearms industry about 1800. The new system required precision engineering to create parts that were interchangeable. This, in return, allowed the final product to be assembled in stages, each worker specializing in a specific operation.Just as Slater’s new factory system was being introduced, an American named Eli Whitney made cotton production more efficient by inventing a machine-the cotton gin-that rapidly removedthe seeds from the boils of cotton. Removing the seeds by hand was a difficult task; Whitney’s machine made the job almost easy.Whitney also began manufacturing rifles in a new way.Guns had always been made by gun makers working in their homes or small shops. Because the guns were handmade individually, a part from one gun would not necessarily fit another gun.Whitney began making guns with machinery,so thatall the parts were the same in each gun. This method of manufacturing goods in a factory, with interchangeable parts, helped to advance American industry.In 1913, the automaker Henry Ford introduced the“moving assembly” line. This was a variation on the earlier practice of continuous assembly. By improving efficiency, it made possible a major saving in labor costs. A new breed of industrial managers began the careful study of factory operations with the aim of finding the most efficient ways of organizing tasks. Their concepts of“scientific management”helped to lower the costs of production still further. Lower costs made possible both higher wages for workers and lower prices for consumers. More and more Americans were gaining the ability to purchase products made in the United States. During the first half of the 20th century, mass production of consumer goods such as cars, refrigerators and kitchen ranges helped to revolutionize the ways in which Americans lived.36. In the first paragraph, the author intends to tell us that __________.A. early American industries mainly depended on new methodsB. early American industries mainly depended on people who did skilled work with their handsC. early American industries mainly depended on England industriesD. early American industries mainly depended on new changes37. The first factory in the United States was__________.A. built by an American engineer named Henry FordB. built by an American named Eli WhitneyC. built by an Englishman who built it from memoryD. built by an American who wanted to build a cotton cloth factory38. Another important development was concerning__________.A. the steam enginesB. the mass productionC. the mobile operationD. the textile industry39. Which of the following statements is NOT true?A. Henry Ford influenced American people’s life.B. Henry Ford influenced all manufacturing systems.C. Henry Ford influenced the manufacture of cars.D. Henry Ford influenced the system of business.40. According to the passage, we can draw the conclusions EXCEPT that __________.A. the production efficiency has greatly been improved by the“American System”B.many other machines such as refrigerators,washing machines and vacuum cleaners are producedon the assembly lineC. with the interchangeable parts, American industries advanced greatlyD. the industrial managers began the careful study of the operations with the aim of reducingthe methodsPassage 3Problems Potential Exporters Are FacingMany firms fail to succeed, because when they begin exporting they have not researched the target markets or developed an international marketing plum.To be successful,a firm must clearly define its goals,objectives and potential problems.Secondly,it must develop a definitive planto accomplish its objectives,regardless of the problems involved.Unless the firm is fortunate enough to possess a staff with considerable expertise, it may not be able to take this crucial first step without qualified outside guidance.Often top management is not committed enough to overcome the initial difficulties and financial requirements of exporting. It can often take more time and effort to establish a firm in a foreign market than in the domestic one. Although the early delays and costs involved in exporting may seem difficult to justify when compared to established domestic trade,the exporter should take a more objective view of this process and carefully monitor international marketing efforts through these early difficulties. If a good foundation is laid for export business, the benefits derived should eventually outweigh the investment.Another problem area is in the selection of the foreign distributor. The complications involved in overseas communications and transportation require international distributors to act with greater independence than their domestic counterparts. Also, since a new exporter’s trademarks and reputation are usually unknown in the foreign market, foreign customers may buy on the strength of the distributing agent’s reputation. A firm should therefore conduct a thorough evaluation of the distributor’s facilities, the personnel handling its account, and the management methods employed.Another common difficulty for the new exporter is the neglect of the export market once the domestic one booms,too many companies only concentrate on exporting when there is a recession. Others may refuse to modify products to meet the regulations or cultural preferences of other countries. Local safety regulations cannot be ignored by exporters. If necessary modifications are not made at the factory,the distributor must make them,usually at a greater cost and probablynot as satisfactorily. It should also be noted that the resulting smaller profit margin makes the account less attractive.If exporters expect distributing agents to actively promote their accounts, they must be trained,and their performance continually monitored.This requires a company marketing executiveto be located permanently in the distributor’s geographical region. It is therefore advisable for new exporters to concentrate their efforts in a few geographical areas until there is sufficient business to support a company representative.The distributor should also be treatedon an equal basis with domestic counterparts. For example, special discount offers, sales incentive program and special credit terms should be available.Considering a joint-venture or licensing agreement is another option for new exporters. However, many companies still dismiss international marketing as unviable. There are a number of reasons for this.There may be import restrictions in the target market,the company may lack sufficient financial resources, or its product line may be too limited. Yet, many products that can compete on a national basis can be successful in the majority of world markets. In general, all that is needed for success is flexibility in using the proper combinations of marketing techniques.41.In the first paragraph,the writer suggests that firms thinking about exporting should______.A. get professional adviceB. study international marketingC. identify the most profitable marketsD. have different objectives to other exporters42. The writer believes that if sufficient preparation is undertaken ______.A. initial difficulties can be easily avoidedB. the costs can be recovered quite quicklyC. management will become more committedD. the exporter will be successful in the long term43. An exporter should choose a distributor who ______.A. has experienced personnelB. has good communication skillsC. is well-established in the target marketD. is not financially dependent on the import business44. New exporters often make the mistake of ignoring the export market when ______.A. distribution costs are too highB. their product is selling well at homeC. there is a global economic recessionD. distributors cannot make safety modifications45. For a distributor to be successful, the exporter must______.A. focus on one particular regionB. finance local advertising campaignsC. give the same support as to domestic agentsD. make sure there are sufficient marketing staff locallyV. Read the following passages and finish the exercises of each one (40%)Passage 4Human-resource ManagementIf sustainable competitive advantage depends on work-force skills, American firms have a problem. Human-resource management is not traditionally seen as central to the competitive survival of the firm in United States. Skill acquisition is considered an individual responsibility. Labor is simply another factor of production to be hired-rented at the lowest possible cost-much as one buys raw materials or equipment.The lack of importance attached to human-resource management can be seen in the corporate hierarchy. In an American firm the chief financial officer is almost always second in command. The post of head of human-resource management is usually a specialized job, off at the edge of the corporate hierarchy. The executive who holds it is never consulted on major strategic decisions and has no chance to move up to Chief Executive Officer (CEO). By way of contrast,in Japan the head of human-resource management is central-usually the second most important executive, after the CEO, in the firm’s hierarchy.While American firms often talk about the vast amounts spent on training their work forces,in fact they invest less in the skills of their employees than do either Japanese or German firms. The money they do invest is also more highly concentrated on professional and managerial employees. And the limited investments that are made in training workers are also much more narrowly focusedon the specific skills necessary to do the next job rather than on the basic background skills that make it possible to absorb new technologies.As a result,problems emerge when new breakthrough technologies arrive.If American workers,for example, take much longer to learn how to operate new flexible manufacturing stations than workers in Germany (as they do), the effective cost of those stations is lower in Germany than it is in the United States.More time is required before equipment is up and running at capacity, and the need for extensive retraining generates costs and creates bottlenecks that limit the speed with which new equipment can be employed.The result is lower pace of technological change. And in the end the skills of the p opulation affect the wagesof the top half. If the bottom half can’t effectively staff the processes that have to be operated,the management and professional jobs that go with these processes will disappear.A. Mark the following statements true (T) or false (F) according to the passage (10%)46. The management of human resources in American companies sees the gaining of skills as theiremployees’ own business.47.The head of human-resource management in an American firm is directly under the chief financialexecutives in the firms.48.The money most American firms put in training mainly goes to workers who lack basic backgroundskills.49.According to the passages,the decisive factor in maintaining a firm’s competitive advantageis the rational composition of professional and managerial employees.50.According to the passage,the human-resource management strategies of American firms affecttheir competitive capacity.Passage 5Introduction to CompaniesThe General Nature of Companies(56) A company is a form of business organization which is owned by all those who investin it.These investors are known as shareholders as they own or“hold”a share of the company. The size of their share of the company will depend upon the amount of money they have invested in it.The total investment by all of the shareholders is known as the share capital of the company. Thus, unlike a sole trader, where one person owns the business, or a partnership, where a small number of people own a business,a company may be owned by several hundred or even several thousand shareholders.Obviously, all of these people cannot be involved in running the company. Instead, the shareholders appoint directors to run the company on their behalf,if the directors run the company efficiently and make a profit, the shareholders will receive a dividend each year as a return on their investment.Characteristics of CompaniesThe characteristics of companies differ in several respects from both sole traders and partnerships. The following are among the more important differences.Separate Legal Entity(57)A unique feature of a company is that,no matter how many individuals have bought sharesin it, it is treated in its dealings with the outside world as if it was a person in its own right. It is said to be a separate legal entity. Just as the law can create this separate legal person,so also can it eliminate it,but its existence can only be terminated by using the proper legal procedures.Thus, the identity of the shareholders in a large concern may be changing daily as shares are bought and sold by different people. On the other hand, a small private company may have the same shareholders from the date it is incorporated (the day it legally came into being), until the date when liquidation is completed (the cessation of the company, often known alsoas“winding up” or being“wound up”). A prime example of its identity as a separate legal entity is that it may sue its own shareholders, or in turn be sued by them.Limited LiabilityMost companies are“limited” companies. This means that any shareholder who has paidfor the share (s) which he has bought cannot be forced to pay more money into the company if, for example, it is making losses or has gone into liquidation. (58) Thus, the maximum amountof money any shareholder can lose by investing in a company is the amount he has invested.Unlikein sole traders or partnerships a shareholder in a limited company cannot be forced to sell his house, car, etc. to pay the debts of the business.If a shareholder has not paid in full for the shares he has agreed to buy,he can be forcedto pay the balance owing on the shares. Once he has paid that amount he cannot be forced to pay any further amount. Thus, his liability is limited to the amount he has agreed to pay but has not yet paid.This is known as limited liability and the company is known as a limited company. It is important to note that it is the liability of the shareholders that is limited not the liabilityof the company.(59)Companies can incur debts well beyond what they are able to pay and therefore their liabilities can exceed their assets.companies, in which There are, as will be seen later, some companies, known as unlimitedthe liability of the shareholders is not limited. Limited liability and the ability to raise large amounts of finance are the principal reasons why limited companies are the most common form of business organization.Public Companies and Private CompaniesBroadly speaking, there are two classes of company, the public company and the private company. Public companies are also known as PLCs, that is, public limited companies.A private company may not have less than two,or more than fifty,shareholders(excluding employees and ex-employees)and may not offer its shares to the general public.Once some someone has purchased shares in a private company the right to transfer those shares to someone elseis severely restricted.A PLC is a company which fulfils the following conditions:.It must be able to issue share capital of at least 30, 000;. It must have at least seven shareholders. There is no maximum;. Its name must end with the words“public limited company” the abbreviation“plc”.A private company is usually, but not always, smaller than a public company.The shares that are dealt in on the Stock Exchange are all of public limited companies. This does not mean that all public companies’ shares are traded on the Stock Exchange, as, for various reasons, some public companies have either chosen not to, or not been allowed to, havetheir share traded there. The ones that are traded in are known as quoted companies or listed companies meaning that the price of shares in them is quoted (or listed) by the Stock Exchange. Quoted companies have to comply with Stock Exchange rules and regulations.Share Capital and DividendsA shareholder in a limited company obtains his reward for investing in the form of a shareof the profits, known as a dividend. (60) The directors decide how much of the profits is tobe retained in the company and used for expansion. Out of the profits remaining they propose the payment of a certain amount of dividend. The shareholders cannot propose a dividend for themselves higher than that already proposed by the directors. They can, however, propose that a lesser dividend should be paid, although this action is very rare. If the directors propose that no dividend be paid, then the shareholders are powerless to alter the decision.The decision by the directors as to the amount proposed as dividends is a very complex one.Such matters as the effect of taxation,the availability of bank balances to pay the dividends, the possibility of take-over bids and so on will all be taken into account.Dividends are usually expressed as a percentage of the share capital. A dividend of 10%in Company A on 500, 000 Common Shares of£ 1 each will amount to£ 50, 000, or a dividend of 6% in Company B on 200, 000 Common Shares of£ 2 each will amount to£24, 000. A shareholder having 100 shares in each firm would receive£10 from Company A and£12 from Company B.B. Choose the best answer for the following questions (10%)51. A most significant difference between a public company and a small private company lies in that ________.A. a public company has more shareholders than a private companyB.the shareholders of a public company can secure a dividend each year whereas the shareholdersof a private company does notC.the identity of the shareholders of a public company may be changing daily whereas the identityof the shareholders of a private company almost remains the sameD. a public company is treated as a separate legal entity whereas a private company is not52. Which of the following statements is true?A. Unlike a sole trader or partnership a shareholder in an unlimited company can forced to sellhis house or car to pay the debts of the business.B. Like a sole trader or partnership a shareholder in a limited company also faces the risk ofbeing forced to sell his house or car to pay the debts of the business.C. The liabilities of a limited company cannot exceed its assets.D. The liability of a shareholder of a limited company is limited to what he has invested init.53. Which of the following statements is NOT true?A. The number of a private company’s shareholders may not exceed fifty.B. A PLC must have at least seven shareholders.C. A PLC is always larger than a private company.D. Listed companies are those whose shares are traded on Stock Exchange.54. The shareholders of a PLC have the right to do all of the following EXCEPT___________.A. attend general meetings of the companyB. vote for directors at a general meeting of the companyC. propose a dividend for themselves higher than that already proposed by the boardD. propose a dividend less than that already proposed by the board55. When the directors decide the amount proposed as dividends, they have to take into consideration all the following EXCEPT __________.A. the effect of taxationB. whether they have enough money on the account to pay the dividendsC. the number of the company’s shareholdersD.whether they have enough reserves possibly to be used to take over some other company throughStock ExchangeC. Translate the underlined sentences into Chinese (56) (57) (58) (59) (60) (10%)D. Answer the following questions according to your understanding of the passage (10%)61. What are the major differences among companies, sole traders and partnerships according tothe passage?62. Why do most companies nowadays adopt the form of limited companies?。

商务英语翻译一：选择题（20分，共10小题）主要考课文里面的例句，给出英文的句子，从四个中文选项中选择最佳的答案（感觉不太难，只要认真看书一两遍应该无问题）二：商务词汇英译中（20分，共20小题）考一些有关商务的词汇（感觉有些课本里面有，有些课本里面没有）三：改错题（20分，共10小题）给出一个英文句子，然后给一个错误的中文翻译，要求改正错误（感觉也是从书里的例句抽出来的，不过这题考得细致一些）四：商务信件翻译（20分）给出一封完整的商务信件，要求翻译（感觉课本里面也有类似的信件，不过不知道是不是每次都从课本里抽来考）五：商务合同翻译（20分）抽出商务合同中的其中一段，要求翻译（注意课本里面那篇课文和仅有的那一题课后练习，应该有帮助）05355商务英语翻译试卷第1套I. Multiple Choice (20 points, 2 points for each)1. Rising damp, if not treated effectively, could in time cause extensive damage to the structure of your home, ruin decoration and furniture.A. 如果处理不当，墙内潮气最终可能会对房屋的结构造成大面积破坏，毁掉装修和家具。

B. 如果处理不当，墙内潮气最终可能会对房屋的结构、装修以及家具造成大面积破坏和损害。

C. 如果处理不当，墙内的潮湿气体准时可能会对房屋的结构造成大面积破坏，毁掉装修和家具。

D. 如果处理不当，墙内的潮湿气体准时可能会对房屋的结构、装修以及家具造成大面积破坏。

2. This contract is entered into as of the seventh day of March, 2002, by and between Lonk Co. Ltd., a corporation organized under the laws of the United States of America (hereinafter called the "Purchaser"), and Wingo Co. Group, a corporation organized under the laws of the People’s Republic of China ( hereinafter called the "Seller").A. 2002年3月7日，本合同由依照美国法律成立的龙科有限公司[以下简称甲方]和依照中华人民共和国法律成立的文果集团公司[以下简称乙方]订立。

《商务英语阅读》习题答案21世纪高职高专新概念(财经类)系列教材商务英语阅读练习答案王朝晖主编对外经济贸易大学出版社1Key to ExercisesChapter One EconomicsLesson One?. Check your comprehension: Decide if the sentences are T or F. Write T or F before each sentence. Compare your answer with your pair.1. T2. T3. F4. F5. F?. Familiar yourself with the following key terms:A. Choose the statement that defines one of the business terms given below.1. distribute2. purchase3. loan4.resource5.interest6. supplierB. Identify the English expressions of the following Chinese terms.1.unemployment rate2.financial affairs3.auto loanitary pursuits5.civilian pursuits6.raise money7.medical care8.economicconcerns ?. Vocabulary practice: Filling in the blanks with the proper words or expressions you have learned from the text given below tofinish the following sentences. 1. distributed 2. varying 3. economic 4. purchasing 5. resources 6. exchange 7.campaign 8. issue?. Translation.1(人类有多种需要和需求。

Unit 1Trade off 权衡各方面的利益Pull off （成功或艰苦地）完成Intellectual property 知识产权Merchandise trade 商品贸易Strategic sector 战略部门Anti-dumping duties 反倾销税Export subsidies 出口补贴Bilateral relationship 双边关系Euro zone 欧元区Sovereign wealth fund 主权财富基金Exchange rate 汇率Monetary policy 货币政策国际收支经常项目顺差 current-account surpluses 知识产权 intellectual property外资收购 foreign takeoverUnit 2Discount retailers 折扣零售商Brand equity 品牌资产价值Profit margin 盈利溢价 price premiums基线销售 baseline sales营销组合 marketing mixUnit 3Mete out 予以严惩Persuasion Principle 劝说原则Familiarity Principle 熟悉原则A sales point (产品的）卖点Potential consumer 潜在顾客广告案例 advertising case以产品为中心的广告 product-orientated advertisingUnit 4Foreign direct investment（FDI）对外直接投资Cross-holdings 相互持股Market capitalization 公司市值Outsource 外包Core competency 核心竞争力Deregulation 放宽管制Complementary economies 经济互补体Go public 上市企业并购 mergers and acquisition 海外扩张 overseas expansion全球化战略 globalization strategy保护主义措施 protectionist measures市场准入 access to market知识产权 intellectual property right 贸易伙伴 trading partners资本投入 capital investmentUnit 6Tighten your belt 勒紧腰带，省吃俭用Translate into 转化为Volatile price 波动价格Rein in 严格控制Deflate a bubble 消除泡沫Collateral value 抵押（担保）价值Mortgage (住房)按揭贷款，抵押贷款External finance premium 外部融资溢价Subprime mortgage 次级按揭（抵押）贷款Monetary policy making 制定货币政策Credit crunch 信贷资金骤减Variable mortgage rates 浮动按揭/抵押贷款利率Surging and plunging asset prices 大起大落的资产价格楼市暴跌 housing crush/collapse维持价格稳定 maintain price stability核心通货膨胀（率） core inflation （rate ）消费者物价指数 consumer price index (CPI)资产负债表 balance sheet市场预期 market expectationsUnit 7Niche bank 专注细分市场的银行Withholding taxes 代扣所得税，预扣税款Capital market 资本市场Portfolio investment 笼统有价证券投资Extended producer liability 生产者延伸责任Investment climate 投资环境Emerging markets 新兴市场Corporate taxes 公司税Customs clearance 清关，海关放行外国直接投资 foreign direct investment（FDI）经纪公司 brokerage firm边际税率 marginal tax rate保税仓库 bonded warehouse信贷机构 credit institution财产权 property rights名义工资 nominal wageUnit 8Divestiture 公司部门或子公司的出售，清算或资产分派Portfolio 一组投资Niche 产品或服务所需的特殊领域Acquisition 收购Liquidate 清算Untapped niches 尚未被竞争者发现的市场机会Convenience stores 便利店Market segments 市场细分Premium brand 高端品牌竞争优势 competitive advantage实证研究 empirical studies核心品牌 core brand控股公司 a holding companyUnit 9To drum up 竭力争取（支持），招揽（生意等）Glut 过多供应Exodus 大批的离去Turnover 员工流失International assignment 海外任务Global recruitment 全球招聘Reward scheme 奖励机制Talent management 英才管理涨薪 pay rises职业阶梯 career ladder董事会主席 board directorUnit 10Cost-effective 有成本效益的，划算的Differerntiation 差异化Loyalty marketing 忠诚营销Customerization 产品定制Non-stop flight 直飞航班Cost and revenue projections 成本和利润计算Customer feedback 客户反馈Substantial salary cuts 大幅度减薪/实质减薪Job rotation 岗位轮换行业危机 industry crises商务舱 business class产品开发 product development地勤部门 ground services departmentUnit 11Serve up 提供Infringe on 侵犯By all accounts 如大家所说Steal a march on 出其不意抢在别人之前Grease the palms of someone 向某人行贿Market cap 市值Dole out 少量的发放In the heyday 在鼎盛时期从无到有，白手起家 start from scratch利基市场，细分市场 niche market迫切需要 cry out for蓄意侵犯 willfully infringe on 严格控制 rein in最大的一份 lion's shareUnit 12Ahead of the curve 领衔一筹的Plow into 投入Churn out 粗制滥造Bottom line 净盈利Balance sheet 资产负债表Institutional investor 机构投资者Mutual funds 共同基金Pension fund 退休基金Intangible assets 无形资产Listed company 上市公司Case in point 例证Competitive edge 竞争优势Fuel economy 燃油经济性，节油Market capitalization 总市值Renewable resources 可再生资源Utility company 公共事业公司替代能源 alternative resources 新兴市场 emerging market。

商务英语精读答案【篇一：新编商务英语精读4 unit6】p class=txt>teaching aim1． cognitive information（认知信息）：public relations；methods for public relations2? language focus（内容重点）— key words：Ⅰ． positive, hoax, victim, specialize, recommendation, strength, hospitality, convention, standard, briefing, video, demonstrate;Ⅱ． labor union, politician, feature, corporate, survey, lobby, vote, expansion— phrases：Ⅰ． follow up on, take action, take to, place emphasis on, look to, roll out, treat ．．． to; Ⅱ． keep up with— word study：fake, integrate, emphasis, release, recommend— useful structures：fall under the umbrella of ．．．more than twice as likelyroll out the red carpet for ．．．serve the needs of ．．．— grammar： the use of pronouns3? communicative skills（交际技能）— expressions： expressions at a hotel— reading： hotel brochures— basic writing： telephone messagesreading ibackground information1. overview of public relationsassociations, held in mexico city, in august 1978, was the art and of analyzing , predicting their consequences, counseling organizational leaders, and implementing planned programs of action, which will serve both the organization and the .others define it as the practice of managing between an organization and its publics public relations describes the various methods a company uses to disseminate传播messages about its products, services, or overall image to its customers, employees, stockholders, suppliers, or other interested members of the community． the point of public relations is to make the public think favorably about the company and its offerings，待出售的产品上市的股票． commonly used tools of public relations include news releases, press conferences, speaking engagements, and community service programs． although advertising is closely related to public relations —as it too is concerned with promoting and gaining public acceptance for the company’s products —． the effect of good public relations is to lessen the gap between how an organization sees itself and how others outside the organization perceive it． public relations involves two-way communication between an organization and its public． it requires listening to the constituencies （拥护者，顾客）on which an organization depends as well as analyzing and understanding the attitudes and behaviors of those audiences． only then can an organization undertake an effective public relations campaign． many small business owners elect to handle the public relations activities for their own companies, while others choose to hire a public relations specialist． managers of somewhat larger firms, on the other hand, frequently contract with external public relations or advertising agencies to enhance their corporate image（企业形象）． but whatever option is chosen, the head of a company is ultimately responsible for its public relations．2. public relations versus advertisingpublic relations and advertising are two industries that are very different even though they’re commonly confused as being one and the same． the following ten properties （性质属性）just scratch the surface（只做了肤浅的研究）of the many differences between advertising and public relations．paid space or free coverageadvertising： the company pays for ad space． you know exactly when that ad will air 广播or be published．public relations： your job is to get free publicity宣传 for the company．from news conferences to press releases, you’re focused on getting free media exposure for the company and its products／services．creative control vs． no controladvertising：since you’re paying for the space, you have creative control on what goes into that ad．public relations： you have no control over how the media presents your information, if they decide to use your info at all．they’re not obligated 有义务的to cover 报道采访your event or publish your press release just because you sent something to them．shelf life 保存期限保质期advertising： since you pay for the space, you can run your ads over and over for as long as your budget allows． an ad generally has a longer shelf life than one press release．public relations： you only submit 递交 a press release about a new product once． you only submit a press release about a news conference once． the pr exposure you receive is only circulated 传播once．an editor won’t publish your same press release three or four times in their magazine．wise consumersadvertising：consumers know when they’re reading an advertisement they’re trying to be sold a product or service． public relations： when someone reads a third-party article written about your product or views coverage of your event on tv, they’re seeing something you didn’t’t pay for with ad dollars and view it differently than they do paid advertising．creativity or a nose for news新闻敏感advertising： in advertising, you get to exercise your creativity in creating new ad campaignsand materials．public relations： in public relations, you have to have a nose for news and be able to generate buzz流传谣传 through thatnews． you exercise your creativity, to an extent, in the way you search for new news to release to the media．in-house or out on the townadvertising：if you’re working at an ad agency, your main contacts接触人，联系人 are your co-workers and the agency’s clients． if you buy and plan ad space on behalf of代表 the client, then you’ll also interact with media sales peoplepublic relations： you interact with the media and limited to in house内部的 communications．you’re in constant touch with your contacts at the print publications and broadcast media． target audience目标客户 or hooked editoradvertising：you’re looking for your target audience and advertising accordingly．you wouldn’t advertise a women’s tv network in a male-oriented sports magazine．public relations： you must have an angle and hook editors to get them to use information for an article, to run 登出a press release or to cover your event.limited or unlimited contactadvertising： some industry pros职业的;专业人员have contact with the clients． others like copywriters or graphic designers美术设计员，美编 in the agency may not meet with the client at all．public relations： in public relations, you are very visible to the media．pr pros aren’t always called on拜访 for the good news． if there was an accident at your company, you may have to give a statement 声明or on-camera 拍摄的，录制的interview to journalists． you may represent your company as a spokesperson at an event． or you may work within community relations公众关系服务机构to show your company is actively involved in good work and is committed to the city and its citizens．special eventsadvertising： if your company sponsors an event, you wouldn’t want to take out an ad giving yourself a pat赞扬鼓励on the back for being such a great company． this is where your pr department steps in插手介入．public relations：if you’re sponsoring an event, you can send out a press release and the media might pick it up． they may publish the information or cover the event．writing styleadvertising： buy this product! act now! call today! these are all things you can say in an advertisement． you want to use those buzz words行话套话 to motivate people to buy your product．public relations：you’re strictly writing in a no-nonsense严肃的news format格式． any blatant公然的露骨的俗丽的commercial messages商业广告 in your communications消息；信息are disregarded by the media．3. goals of public relationssome of the main goals of public relations are to create, maintain, and protect the organization’s reputation, enhanceits prestige, and present a favorable image． studies have shown that consumers often base their purchase decisions on a company’s reputation, so public re lations can have a definite impact on sales and revenue． public relations can be an effective part of a company’soverall marketing strategy． in the case of a for-profit company, public relations and marketing should be coordinated to be sure they are working to achieve the same objectives．another major public relations goal is to create good will for the organization． this involves such functions as employee relations, stockholder and investor relations, media relations, and community relations． public relations may function to educate certain audiences about many things relevant to the organization — including the business in general, new legislation, and how to use a particular product —as well as to overcome misconceptions误解，错误想法，错误印象 and prejudices． for example, a nonprofit organization may attempt to educate the public regarding a certain point of view, while trade associations贸易协会；商业团体may undertake educational programs regarding particular industries and their products and practices．4. areas of public relationspublic relations is a multifaceted 多层面的activity involving different audiences as well as different types of organizations, all with different goals and objectives． as a result, there are several specific areas of public relations．product public relations public relations and marketing work together closely when it comes to promoting a new or existing product or service． public relations plays an important role in new product introductions by creating awareness知名度, differentiating the product from other similar products, and even changing consumer behavior． public relations can help introduce new products through staging a variety of special events and handling sensitive situations． public relations is often called on to 用来give existing products and services a boost推动宣扬 by creating or renewing visibility可见性；清晰程度． public relations can interest the media in familiar products and services in a number of ways, including holding seminars研讨会 for journalists, staging a special media day, and supplying the media with printed materials ranging from “backgrounders”政府官员举行的记者招待会；提供背景资料的简报或报告（in-depth news releases） to booklets and brochures． changes in existing products offer additional public relations opportunities to focus consumers’ attention． an effective public relations campaign can help to properly position a product and overcome negative perceptions on the part of the general public．? employee relations employees are one of the most important audiences a company has, andan ongoing public relations program is necessary to maintain employee good will as well as to uphold the company’s image and reputation among its employees． the essence of a good employee relations program is keeping employees informed and providing them withchannels of communication to upper levels of management． a range of communication devices were used, including a monthly tabloid文摘；摘要and magazine, a quarterly video magazine, local newsletters (定期出版的)时事通讯, bulletin boards布告栏；公告板 and a call-in电话点播telephone service． suggestion systems are another effective way to improveemployee management communications． other public relations programs focusing onemployees include training them as company public relations representatives; explaining benefits programs福利计划 to them; offering them educational, volunteer, and citizenship opportunities; and staging special events such as picnics or open houses家庭招待会，开放参观日for them． public relations can also play a role in recruiting new employees; handlingreorganizations重组整顿, relocations, and mergers; and resolving labor disputes劳动争议；劳资纠纷financial relations financial relations involves communicating not only with a company’s stockholders, but also with the wider community of financial analysts 财务分析员and potential investors． an effective investor relations股东关系plan can increase the value of a company’s stock and make it easier to raise additional capital． in some cases special meetings with financial analysts are necessary to overcome adverse 不利的publicity, negative perceptions about a company, or investor indifference．a tour of a company’s facilities may help generate interest among the financial community金融界；财经界． mailings and ongoing communications can help a company achieve visibility among potential investors and financial analysts． annual reports and stockholder meetings are the two most important public relations tools for maintaining good investor relations． some companies hold regional or quarterly meetings in addition to the usual annual meeting． other companies reach more stockholders by moving the location of their annual meeting from city to city． annual reports can be complemented by quarterly reports and dividend check股利支票 inserts插页． companies that wish to provide additional communications with stockholders may send them a newsletter or company magazine． personal letters to new stockholders and a quickresponse to inquiries insure an additional measure of good will 信誉好意．community relations a comprehensive, ongoing community relations program can help virtually any organization achieve visibility as a good community citizen and gain the good will of the community in which it operates． banks, utilities公用事业, radio and television stations, and major retailers are some of the types of organizations most likely to have ongoing programs that might include supporting urban renewal城市重建；都市美化, performing arts programs, social and educational programs, children’s programs, community organizations, and construction projects． on a more limited scale, small businesses may achieve community visibility by sponsoring local sports teams or other events． support may be financial or take the form of employeeparticipation． organizations conduct a variety of special programs to improve community relations, including providing employee volunteers to work on community projects, sponsoring educational and literacy文化 programs, staging open houses and conducting plant tours, celebrating anniversaries, and mounting special exhibits． organizations are recognized as good community citizens when they support programs that improve the quality of life in their community, including crime prevention, employment就业, environmental programs, clean-up and beautification, recycling, and restoration．crisis communications public relations practitioners become heavily involved in crisis communications whenever there is a major accident or natural disaster affecting an organization and its community． other types of crises involve bankruptcy, product failures, and management wrongdoing． in some cases, crises call for an organization to become involved in helping potential victims; in other cases, the crisis may require rebuilding an organization’s image the main objective of such a plan is to provide accurate information quickly in order to reduce uncertainty． government and political relations public relations in the political arena covers a wide range of activities, including staging debates, holding seminars for governmentleaders, influencing proposed legislation, and testifying before a congressional committee． political candidates engage in public relations, as do government agencies at different levels． trade associations and other types of organizations attempt to block unfavorable legislation and support favorable legislation in a number of ways．public relations in the public interest organizations attempt to generate good will and position【篇二：新编商务英语精读1教案】号教学时间：2013 年月日unit one essentials of business (1)content text: the nature of business difficult points1. talk about some words, phrases or expressions about business;2. there are many new words in the text;3. translate some difficult sentences of the text. page 2: warming-upwork with your group and think out as many words, phrasesor expressions as possible about business.1) are you interested in business? why or not?2) what activities do you think can be labeled as business activities?3) have you ever been involved in any business activities before?4) what do you think is important for success i n today’s business world?(teacher’s book: page 24)good management, adequate planning, sufficient financial resources, healthy cash flow, controlled spending and the ability to collect money owing, effective marketing, a good product and service. part two: 15 minutespage 5: new words no.1-17 to the first 6 paragraphs of the text 1. divide the words in two groups: no.1-10; no.11-17; 2. leadthe students to spell the words one by one; 3. repeat thewords and play translating game;4. mark the words in the three paragraphs and recognize them. part three: 30 minutespage 2: translate and understand the first 6 paragraphs of the text1. read the first 6 paragraphs silently and pay attention to the difficult points;2. translate each sentence into chinese and mark some language points:3. review by reading each paragraph twice;4. review by asking some questions: some from no. i, page 81) what does ―business‖ mean in the text? the key comes from paragraph 1:it means the human activity related to material things. it’s necessary for civilization. and it is found in all societies, even the simplest ones. it’s the activity of producing and distributing goods and services.2) what are the four basic factors of production? the key comes from paragraph 2:they are land, labor, capital, and entrepreneurship. 3) what does the term ―land‖ in this text refer? the key comes from paragraph 3:here, the term land is used most general way. it refers not only to a piece of real estate where we might build a factory, but it also means all the raw materials used for production.some materials are on the earth’s surface, and some are under the surface. and some raw materials may be extracted from the air. all of the raw materials for production come from the land, the air, and the oceans.4) what does the term ―labor‖ refer to in this passage? the key comes from paragraph 4:it refers to the use of mental or physical work to produce goods. most labor changes raw materials into finished products and then distributes these to buyers. 5) what is the general meaning of ―capital‖ in everyday language? the key comes from paragraph 6:it means several things. the most general meaning is wealth or money. 6) what does the term ―capital‖ refer to according to this passage? the key comes from paragraph 6:but it also refers to the equipment that money purchases. it’s all the things that workers use in production and distribution. it refers anything that helps to produce and distribute goods. 5. read the first 6 paragraphs together to review. part four: 10 minutespage 6: new words no.18-32 to the rest 3 paragraphs of the text1. divide the words in two groups: no.18-28; no.29-32 with the 9 phrases;2. lead the students to spell the words one by one;3. repeat the words and play translating game;4. mark the words in the paragraphs and recognize them.part five: 15 minutespage 3: translate and understand the rest three paragraphs of the text1. read the paragraphs silently one by one and know what are your difficult points;2. translate each sentence into chinese and mark some language points:3. review by reading each paragraph twice:4. review by asking some questions from no. 1, page 8 questions:7) what is called entrepreneurship?the key comes from paragraph 7:putting together land, labor, and capital to make something of value, is called entrepreneurship8) what responsibilities should an entrepreneur take?the key comes from paragraph 7:the entrepreneur is the person responsible for controlling and directing the other three factors. he is the leader, and the employees follow his direction.9) what kind of problems will a company cause to people when it goes bankrupt? the key comes from paragraph 9:it means the company becomes unable to pay its debt, it causes problems for many people. it’s hard for the employees who have to seek work elsewhere; the customers must look for another place to buy the products; creditors usually lose some money to the company. but the entrepreneur takes the biggest risk if the business succeeds or fails. he must pay them up to the limit of his ability to pay.10) when will the entrepreneur make a profit and when will he suffer a loss? the key comes from paragraph 9:if he is skillful and lucky, the money he receives from his business venture will pay for the land, labor, and capital and there will still be extra money remaining for him. this extra money is the profit. if the money he receives from the business venture is not enough to pay all of the costs, the difference is the loss.5. read the rest 3 paragraphs together to review.【篇三：新编商务英语精读2】s=txt>1.2.3.4. the shop assistant was accused of theft and taken to the police station. human rights lawyers have accused the police beating martin to death. he resolutely denied the accusation that he had accepted bribes. she was fired, even though she offered to buy dishwashing detergent for the center.5. bargains are offered as all inducement for more customers to come and buy6. all houses built are sold and the ones being built has already been under offer.7. children could hardly resist the temptation of the wonderful look and tantalizing smell of thefruits on the dinner table.8. this type of plastic is highly resistant to steam and acid.9. any policy that creates unemployment is likely to meet with strong resistance.10. the memory of the last disaster had faded from people’s mind.11. your natural hair colour begins to fade as you grow older.12. the sound of the motorboat fade away in the distance.13. the consumption of alcoholic beverages are strictly prohibited in some countries.14. they are prohibited from revealing details about/to the candidates.15. all schools strictly enforce the prohibition against smoking on school grounds.16. during his summer holidays he soaked himself in his new novel．17. the decoration firm soaked me for the decorations they did to my apartment．18. the rain had come in through the bottom of our tent and completely soaked our clothes.19. i almost lost control of the business i had worked so hard to build．20. mary used diet and exercise to bring her weight under control．21. the installed computer systems will control the lighting, heating and security of your house.22. she eventually achieved her goal of becoming a professor．23. the charity committee is said to have already achieved its goal of collecting100,000 dollars for the poor and the homeless．24. landing on the moon for the first time was regarded as an epic achievement of the human race.25. to carry out this project would require increasing the investment by 40%.26.all the incoming students are required to take placement examination as soon as they get registered.27.as science and technology have advanced，therequirement for back-breaking toil has diminished.28. she has been racking her brains for quite a long time, butso far she has accomplished nothing.29. the task to turn china into one of the most powerful countries will not be accomplished in one generation．30. the accomplishment of the leaning tasks depends mainly upon the efforts of both teachers and students.31.it was considered inappropriate for a government official to engage in commerce.32 the old professor engaged himself in making a dictionaryfor the advanced learners of english.33.once mrs smith engages you in conversation, you’re stuck with her for at least half an hour.34.i can’t afford going to the theater to see plays or operas every week.35 many smaller companies simply can not afford to buyhealth insurance for employees and remain in business.36.meetings with that man of great achievement always afford me much pleasure.37.the great company is headed by people confident enoughto recruit people better than themselves.38.at most banks, young recruits spend a few months working as tellers.39.they failed in their recruitment of qualified violinists fortheir music club.40.if you are going to sell your old furniture, you’d better haveit evaluated by an expert first.41.it is dead wrong to evaluate people by their appearance.42.the great writer’s biography is a reliable evaluation of his life.43.it was very stupid of you to ignor e your mother’s advice.44.he continued on his way, ignorant of the danger that lay ahead.45.the ignorance of law is no excuse for any offense no matter how trivial it is.46.he’s still hesitating over whether or not to take the job offered by a small company.47.shy people are usually hesitant about asking for help.48.well-educated people should have no hesitation in deciding what is right and what is wrong.49.whatever your reason for borrowing, we have the loan that suits your needs.50.if you want to make yourself a good speaker, you should always suit your speech to your audience.51.steve was wearing a red silk shirt that didn’t suit him at all.52.those shoes are not suitable for walking in the hilly countryside.53.i resent being spied on when i am reading or writing in my office.54.he was resentful of the way he had been treated.55.they felt resentment that nobody paid serious attention o their proposal.56.passengers are allowed one item of hand luggage each on the flight.57.the policemen do not allow parking in this street since the traffic here is heavy.58.in working with this cloth, you must allow for shrinkage.59.the maximum allowable dosage of this medicine is tablets a day.60.we were favorably impressed with the new product and decided to buy it.61.father impressed on me the value of hard work.62.her book did not make much impression on the public at first.63.what we have seen is so im pressive that we’ll never forget the scene.translation unit6-71. she used to sell modern art but now she deals in antiques.2. the electric home appliance enterprise puts great emphasis on after-sales service. so it hasgained a very good reputation among its customers.3. his wife has been laid off. as the only bread-winner of the family, he can’t afford to lose hisjob.4. a sound investment is sure to bring good profits.5. our computers can’t work normally for th e attack of virus. so heaps of data is waiting forprocessing.6. as none of the secretaries was available when he wanted to have a contract typed, he had totype it himself.7. it is considered inappropriate for a president to engage in business dealings.8. in the united states, completing a four-year-program in the university does not qualify you asa doctor.9. john promised that he would see that noting was wasted.10. the leaders in charge of the government departments must be able to serve the people heartand soul.11. i many state-owned enterprises are making every possible effort to get rid of their debts sothat the aim of making profits can be realized as soon as possible12. banks nowadays seem to be accommodating their customers more than they used to be.13. in general, people want shorter working hours but higher wages.14. are you implying that the fault lies with the management?15. the department store has no way out but either to close down or to sell the whole building.16. the 1ast thing that i can bear is his 1ndifiefferce to everything.17. during an interview , the interviewer will try his／her best to make you feel free to speakyour mind.18. your feeling of having nothing to do in the company is, in effect, a signal that you will befired soon.19. the had planned to invest a lot of money in real estate, but the chairman of the board changedhis mind at the 1asi minute.20. the sales of air-conditioners are strongly affected by the weather.unit1-4u11. the network sales executive began to put his plans into practice after research and investigation.2. because their mother didn’t have her pension, the two sisters each contributed $500 a month to support her.3. uncle jim thought that a rise in the market would enable him to cash in.4. for years robinson struggled hard, working in turn as an accountant, an agent, and a project manager.5. yesterday, a $500,000 worth of painting was stolen from the museum.6. the businessmen who came to take part in the east china fair rolled in from all parts of the country.7. they naturally associated the matter with the promotional plan.8. the book focuses on concrete analysis of the feasibility of the program.9. after introducing advanced technology, we can put out 20 machines every month now.10. scholarship students accounts for nearly three fifths of the whole eollment in our college. u21. they will have to close down soon because business has been bad recently.2. we are running out of typing paper, so let the secretary buy some as soon as possible.3. the committee for cultural development consists of 10 famous experts from 8 universities of the country.4. the post office is not liable for damage to a parcel by mail if it is not insured.5. the supermarket goes into debt due to bad management.6. the small company, which had no more than 10 people 5 years ago, now has developed into a big business with 3 subsidiary companies.。