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一、名词解释1. The plan of action is, at one and the same time, the result envisaged, the line of action to be followed, the stages to go through, and methods to use.2. Human needs are states of felt deprivation. Humans have manly complex needs. These include basic physical needs for food, clothing, warmth, and safety; social needs for belonging and affection; and individual needs for knowledge and self-expression.3. Customer value is the difference between the values the customer gains from owning and using a product and the costs of obtaining the product.4. Place, another key marketing-mix tool, includes the various activities the company undertakes to make the product accessible and available to target customers.5. Group technology is a concept that currently is attracting a lot of attention from the manufacturing community.6. Issuing bank is obligated to honor drawings under the L/C regardless of the buyer’s ability or willingness to pay.7. Letter of credit is an instrument issued by a bank on behalf of the importer (buyer) promising to pay the exporter (beneficiary)upon presentation of shipping documents in compliance with the terms stipulated therein.8. Leader ship is a personal relationship in which one person directs, coordinates, and supervises others in the performance of a common task.9. Advising bank. The correspondent bank in the beneficiary’s country to which the issuing bank sends the L/C is commonly referred to as the “advising”.10. Marketing mix is one of the key concepts in modern marketing theory. Marketing mix is the set of marketing tools that the firm uses to pursue its marketing objectives in the target market.11. Total quality management means a comprehensive approach to quality by everyone in an organization to provide customers with reliable products and services.二、简答1. What are the features of a good plan of action? P30一个好的行动计划有什么特点：（1）统一性，即一个既能面向整体又能顾及各个部分的行动计划。
Part I Unit 13 CulturesBusinessVocabulary1Please make sure that our order will be executed to the entire A of ourcustomers.A satisfactionB satisfactoryC satisfying C satisfied2The goods A if your L/Chad arrived by the end of this month.A would have been shippedB would be shippedC will be shippedD should have been shipped3Unless otherwise B , we wish to arrange to take out insurance on the shipment against All Risks and War Risk.A instructingB instructedC to instructD instructs4Please tell us A the goods will betransshipped.A whereB whatC whichD who5Please B us how the goods arepacked. A advice B advise C notice D note6Our customers request you Bwhat you mean by "prompt shipment".A explainB to explainC explainingD explained7 B the end of March, we had shipped 2,000 tons of rice to London.A InB ByC atD from8Shipment will be D in May 2007.A leftB startedC set outD effected9Goods will be shipped within one month after C of your order.A receivingB receptionC receiptD received10I t is imperative that all your future credits should allow transshipment and Ashipment.A partialB partlyC in partD parted11S hipment is to be made during March to MayA three equal lots.A inB atC byD on 12irect steamers to your port are few C_______ winter season.A at duringB onCDby13 P lease try your best to ship our orderD that steamer.A forB inC with Dby14 we find _____ C _____ transshipment of your order is not possible.A whenB whatC thatD how15For your order, we have Aspace on S.S. "Mermaid" due to arrive at Hong Kong around May 28.A hiredB boughtC firedD purchased16S ince the transaction is made CFOB basis, you are to ship the goods by asteamer to be designated by us.A atB byC onD in17In our letter of May 5, we made Dclear that shipment is to be effected in June.A youB themC thatD it18Please make efforts to get the goodsC immediately.A to dispatchB dispatchingC dispatchedD dispatch19We have shipped your order on board M/V,which sails B _ your port tomorrow.A atB forC toB to damageD damage Part I D from20 After inspection, we found nine cases A_A damaged C damagingPhrase Translation1企业文化company culture2社会习俗social customs3历史事件historical events4文化意识cultural awareness5全球商务global business6欧盟European Union7发达形象developed image8英美文化Anglo-American culture 9出口业务export business10创新设计original design11原产国country of origin12个人接触personal contact13玩具生产公司toy manufacturing firm 14仓库经理Warehouse Manager15公关部经理Public Relations Manager16行政员工administrative staff17文化冲击culture shock18闲谈small talk19贸易集团trading group20名片business cardPart II Sentence Translation1.T his country is sensitive to how it presents itself to the outside world.这个国家对怎样向外界展示自己的形象非常敏感。
Unit 13 Money13.1 Negotiating(n.談判）the priceA. Vocabulary1. Three different situations(1) in a business meeting, price negotiable（adj.可磋商的）;in a personal arts and crafts (n.手工/工藝）store, price negotiable;in the regular(adj.規則的/有秩序的）run by a company or a government, price fixed(adj.固定不變的）.(2) The type of things that are variable(n.變數，adj.可變的）when a customer and supplier are negotiating the price of an article.Eg. Delivery dates, quantity, method of payment, packaging, methods of delivery, insuranceB. Listening (略)backlog n. 积压未办之事，积压的工作My secretary can not cope(vi. 竟爭，對抗，克服）with the backlog of paperwork.reduction ❒♓♎✈☞☯⏹ n. 缩小；减少somewhere between 大约[大概，略多于，略少于]（某数）C. Grammar(1) Model Sentence:Will you give me a discount if I pay cash?But if you’re prepared to wait, we’ll give you a reduction in price.(2) 在以when, after, before, as soon as等引导的时间状语从句和在以if, unless, once等引导的条件状语从句中，用一般现在时表示一般将来时。
一、专业短语中英互译1、search engine optimization (SEO) 搜索引擎优化2、value-based pricing 价值导向定价3、gross margin 总临润，（销售）毛利4、franchising 特许经营权；特许专营5、licensing 许可、批准6、post-purchase behavior 购买后行为7、Merger and acquisition 合并与收购8、Direct export 直接出口9、wholly owned subsidiaries10、intermediary11、Product life cycle 产品生命周期12、Brand loyalty 品牌资产13、cost-based pricing 成本导向定价14、Value proposition 价值主张15、Convertibles 可转换债券16、tariff 关税17、transaction 交易18、wholesalers 批发商19、target profit pricing 目标利润定价20、market penetration 市场渗透21、personal selling 人员推销22、customer relationship management 客户关系管理23、Interest rate 利率二、句子翻译1、Sales for Johnson’s Baby Shampoo increased dramatically after the company positioned the product not only for babies but also for active adults who need to wash their hair frequently.(答案：强生公司将其婴儿洗发水定位为不仅用于婴儿，也可用于需要经常洗头的活跃成年人后，此产品销售额显著上升。
1.现代管理学The modern era of management began early in the 20th century when classicaltheorists,economists,and industrial engineers offered a classical approach to increase the productivity of individuals and organizations.2.例如一种管理理论For example ,a management theory that emphasizesemployee satisfaction may be more helpful in dealing with a high employee turnover than with delays in production.3.甚至在今天Even today ,a great deal of what we know about management comesfrom the autobiographies and memoirs of men and women who are or have been practicing managers.4.尽管这些办法Although these approaches evolved in historical sequence ,laterideas have always replaced early ones.5.在过去的30年During the last 30 years or so ,there have been attempts tointegrate the three approaches to management—classical,behavioral,and management science.6.在这种情况下In this situation ,a compromise is necessary for the overall syetemto achieve its objective.7.例如严格的计划For example ,rigid plans,clearly defined jobs,antocraticleadership ,and tight controls have at times resulted in high productivity and satisfied workers.8.换言之In other words,the contingency approach seeks match differentsituations with different management methods.9.当然富有远见Of cause ,having a vision is no guarantee of success.10.通常一份任务A mission statement often focus on the market and customers thatthe company serves.11.这些管理人员These managers are the strategists who develop the plans thatguide the organization toward its goals.12.与其他人的沟通All the skills required to communicate with other people ,workeffectively with them , motive them ,and lead them are interpersonal skills.13.为了把梦想变成In order to transform vision to reality ,managers must definespecific goals and objectives.14.最好的企业目标The bestorganizational ,measurable ,relevant ,challenging ,attainable ,and time limited.15.折扣的发生A allowance occurs when a customer is not satisfied with a purchasefor some reason.16.企业在计算These refunds and price reductions must be considered when thefirm computers its net sales figure for the period.17.一系列这样的A series of these statement is a valuable tool for directing andcontrolling the business.18.商人们谈及Businesspeople commonly use accounting terms when talking aboutcosts ,prices ,and profit.19.一份损益表The basic components of an operating statement aresales ,costs ,and profit or loss.20.零售商们正在寻求Retailers are searching for new marketing strategies to attractand hold customers.21.零售商们必须对Retailers must decide on three major product variables :productassortment ,services mix ,and store atmosphere.22.多数零售商不能Too many retailers fail to define their target markets andpositions clearly.23.零售商的价格A retailer’s price policy is a crucial positioning factor and must bedecided in relation to its target market , its product and service assortment ,and its competition24.零售商使用Retailers use the normal promotion tools—advertising ,personalselling ,sales promotion ,and public relations—to reach consumers.25.零售商必须确定The retailers must determine both the product assortment’swidth and its depth.26.制定正确价格The first step in setting the right price is to establish pricing goals.27.对于产品和服务The basic ,long-term pricing framework for a good or serviceshould be a logical extension of the pricing objectives.28.因此，在销售Thus ,changing a pricing strategy can require dramatic alternationsin the marketing mix.29.低价格可以获取The low price designed to capture a large share of a substantialmarket , resulting in lower production costs.30.当生产由于技术Managers may follow a skimming strategy when productioncannot be expanded rapidly because of technological difficulties ,shortages ,or constraints imposed by the skill and time required to produce a product.31.低价格可以吸引Low price can draw additional buyers to enter the market.32.广告的基本功能The most basic function of advertising is to identify productsand differentiate them from others.33.为了提高销售额To increase their sales or profit,companies develop marketingstrategy by using various marketing elements.34.广告的另一个功能Another function of advertising to induce consumers to trynew products and to suggest reuse.35.广告涉及到通过Advertising involves presenting the message,usually through themass media,to a large group of people know as target audience.36.通过同时向许多人By informing many people at once about available productsand services,advertising greatly reduces the costs and higher profits,can ease the task of personal selling.37.广告的定义有许多The definitions of advertising are many and varied.38.广告是产品和服务Advertising is a very important tool that enables competitorsto enter the market place.39.市场营销组合是由The marketing mix includes a set of elements known as four Psand they are under the heading of product,price,place and promotion.1.The three ( T )2.In solving ( F )3.In order words ( T )4.The systems ( T )5.Managers around ( T )6.It seeks ( F )7.Between the ( F )8.Management is ( T )9.T o meet ( F ) 10.In order to ( T )11.As the ( T ) 12.A starting ( F ) 13.T echnical skills ( F ) 14.And using ( F ) 15.An operating ( F ) ually, however ( T ) 17.An allowance ( F ) 18.All this ( T ) 19.T oday, national ( T ) 20.They see ( F ) 21.Most retailers ( T ) 22.For all ( T ) rge retailers ( F )24.Small retailers ( T ) 25.A good ( T ) 26.A profit ( F ) 27.Theoretically ( T )28. A successful ( F ) 29.As a product ( T ) 30.A company’s ( T ) 31.Advertisingis ( T ) 32.Advertising can ( F ) 33.The first ( T ) 34.The freedom ( T )35.Advertising itself ( T )36.All advertising ( F ) 37.All forms of ( T ) 38.advertising has ( F )1. 古典方法Classical approach to Management2. 管理学行为方法Behavioral approach to Management3. 管理学科学方法Management science approach4. （管理学）权变情境方法Contingency or situational approach to Management 1. 远见，洞察力Vision 2. 任务表述Mission statement 3. 长期目标Goal1. 短期目标Objective2. 管理结构Management pyramid3.高层管理者Top managers 1. 战略目标Strategic goals 2. 中层管理着Middle managers 3.战术目标Tactical objectives 1.一线管理者First-line managers 2. 损益表Operating Statement1. 销售总额Gross sales 2 价格折扣Allowance 3 净利润Net profit1. 目标市场Target market2.市场定位Market positioning1. 中间商品牌Private brand or middleman brand2.价格策略Price strategy 1. 撇指定价Price skimming 2. 渗透定价Penetration pricing1. 基础价格Base price 2 促销活动Promotion campaign 3.目标受众Target audience1. 促销组合Promotional mix2.品牌忠诚Brand loyalty1.The managers described their ( generalize ) 管理者描述他们自己的管理经验，还尝试去概括他们认为可以被运用到相似情形中的那些准则。
一、英译中1．Vertical integration –垂直统一管理2．Markup –涨价3．Lead time –订货和交货之间的时间4．Status Quo—现状现存情况或事态5．Market positioning–-市场定位6．Market segment—市场细分7．Executive –主管、高级执行人员8．Supervisor –监督9．Elasticity –弹性10．Differentiation –差异化11．Wholesale–批发商12．Retailer –零售商13．Discount –折扣14．Margin –最低利润15．Media advertising –媒体广告16．Point of Purchase Advertising –售卖场所广告17．Sales representative –销售代表18．Compensation –薪酬19．Gross profit –毛利20．Bidder –投标人二、中译英1. 如今的消费者要面对大量的产品、品牌、价格和生产厂商。
Today’s customers face a vast array of product and brand choices, prices, and suppliers.2. 零售商们需要考虑目标市场和产品定位。
Retailer must consider target markets and product positioning.3. 人员招聘是人力资源管理中的一个重要部分。
Recruitment is a significant part of Human Resource Management (HRM).4. 顾客的满意度和产品质量有关。
Customer satisfaction is relative to product’s quality.5. 每个企业都应该找到自身的竞争优势。
