商务英语阅读(上册)(第二版)unit 10

Text Exercises
Unit 10 Advertising: It's Everywhere
Related Technical Terms Grammar
Text
Unit 10 Advertising: It's Everywhere
1 No, it's not your imagination. The amount of
Text
Ambient advertising
Unit 10 Advertising: It's Everywhere
2 Ambient advertising refers to intrusive ads in public places. With the cost of traditional media advertising skyrocketing and a glut of ads fighting for consumers' attention, marketers are aggressively seeking out new advertising vehicles. Cars, bicycles, taxis and buses have become moving commercials. Ambient ads appear on store floors, at gas pumps, in washrooms stalls, on elevator
Unit 10 Advertising: It's Everywhere
Introduction
Advertising is marketing's most visible form of communication. The American Marketing Association (AMA) defines advertising as "any paid form of non-personal presentation and promotion of ideas, goods, or services by an identified sponsor.” Nonprofit and public organizations, individuals and businesses all use advertising to convey messages about their services, ideas and products.

商务英语阅读 unit 10 知 识产权
1、合法而稳定的权力在使用得当时很 少遇到 抵抗。 ——塞 ·约翰 逊 2、权力会使人渐渐失去温厚善良的美 德。— —伯克
3、最大限度地行使权力总是令人反感 ；权力 不易确 定之处 始终存 在着危 险。— —塞·约翰逊 4、权力会奴化一切。——塔西佗
5、虽然权力是一头固执的熊，可是金 子可以 拉着它 的鼻子 走。— —莎士 比
The key forms of intellectual property are patents, copyrights, trademarks, and trade secrets. Because intellectual property shares many of the characteristics of real and personal property, associated rights permit intellectual property to be treated as an asset that can be bought, sold, licensed, or even given away at no cost.
Unit Ten
TEXT IPR and Economic Growth
Pre-reading questions
1.Havห้องสมุดไป่ตู้ you heard of Intellectual Property Right before? 2.What do you think belongs to Intellectual Property Right?
Countries in the world such as the United States, Japan, and the Netherlands protect inventions; literary and artistic works; and symbols, images, names, and designs used in commerce, all of this are in the range of intellectual property rights. They know safeguarding these property rights fosters economic growth, provides incentives for technological innovation, and attracts investment that will create new jobs and opportunities for all their citizens.

e.g. I can't decipher what is inscribed on the pillar. 我认不出刻在柱子上的是什麽
Your site here
Chapter 10 Business negotiation Chapter 10 Business negotiation
in the aggregate added together; collectively 总计; 合计; 归结起来
Chapter 10 Business negotiation International business negotiation
Your site here
Chapter 10 Business negotiation
Four elements of international business negotiation
Your site here
Chapter 10 Business negotiation
The goals of business negotiation
Seller Buyer
Your site here
Chapter 10 Business negotiation
The means of business negotiation
Text B Helpful tips for business negotiation
Your site here
Chapter 10 10 Business negotiation Chapter Business negotiation
decipher v. succeed in understanding (a coded message, bad handwriting, etc) 破译 （密码）; 辩认（潦草字迹）

Text e definition of management, exactly how do managers go about managing in an office, on a shop floor, or in a committee meeting? What do they do to help accomplish objectives? Management theorists have identified four primary functions of managers. These functions are planning, organizing, directing and controlling.
3) Contingency planning is the process of preparing alternative courses of action that may be used if the primary plans don’t achieve the organization’s objectives. The economic and competitive environments change so rapidly that it is wise to have alternative plans of action ready in anticipation of such changes. For example, if an organization doesn’t meet its sales goals by a certain date, the contingency plan may call for more advertising or a cut in prices at that time.