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Key to Unit 13 Advertising StrategyLead-in1.滴滴香浓，意犹未尽。
（麦斯威尔咖啡）2.只溶在口，不溶在手。
(M&M巧克力)3.天长地久。
(斯沃奇手表)4.理解就是沟通。
(爱立信)5.成功之路，从头开始。
(飘柔)6.饮可口可乐，万事如意。
(可口可乐)7.科技以人为本。
(诺基亚)8.钻石恒久远，一颗永流传。
(第比尔斯)9.蚊子杀杀杀。
(雷达牌驱虫剂)10.分享此刻，分享生命。
(柯达胶卷)Reading 11. T2. F3. F 4 T 5 FReading 21.T2. T3. F4. F 5 . TPractical ExercisesSection 1I.1. of on at2. with by of In such as3. without at for in ofII.1. 广告客户2. 广告公司3. 广告攻势4. 买方市场5. 广告订单6. 商业广告7. 赠品广告8. 媒体计划9. 媒体空间10.可见机会11.可能的客户/潜在的客户12.盛誉13.销售收入14.赞助15.目标市场16. 品牌偏好17. 国内市场18.口头广告III.1.A2.B3.C4.B5.D6.A7.C8.D9.B 10.AIV.1.budget millions of dollars per year for advertising.2.advertisements placed in newspapers and magazines.3.particularly suitable for small businesses with limited advertising budgets.4.deliver promotional messages to targeted customers.5.that target young, well-educated customers.rm them about a company’s products or services.7.Businesses of all sizes should establish an online presence.8.Placing advertisements online.9.connects a product or service with interested consumers.10.is expected to show a 38 percent increase by 2019.V.1.网络广告是现代广告投放商认为最有效的宣传方式之一。
商务英语口语：Unit 13 PackingPacking包装Brief Introduction包装包括运输包装（外包装或大包装）和销售包装（内包装或小包装）。
这些都是为了保护商品的品质完好和数量完整而采取的措施。
具体来说，运输包装不但要起到能防止货物运输途中受损的作用，同时也应具备装卸方便、贮存和防盗的功能。
在国际贸易中，还有一种中性包装，它是在商品包装上既不注明生产国别、地名和厂名，也不注明原有商标和牌号的包装。
Basic Expressions. These goods are very expensive, and easily damaged.这批货很贵又容易被损坏。
2. Last time you told me that you wanted the most economical packaging.上次你跟我说要最经济的包装。
3. We always take extra care with every shipment.每批货我们都会特别小心的。
4. As this articlefragile, please case it into durable packaging.这种物品易碎，请以耐用包装来装箱。
5. The cost of this article includes packaging.这种物品的价格已包含了包装费。
6. As a rule, the buyer oughtbear the charges of packaging.通常，包装费用应由买方负担。
7. The outer packing should be strong enough for transportation.外包装应坚固，适合于运输。
8. Asthe inner packaging, it must be attractive and helpfulthe sales.至于内包装，必须具有吸引力，有利于促销。
Unit 13The Business of Making MoneyExercises1. Questions on the text:1)What are the latest developments in private equity in recent yearsCompared to the 1980s, the targets of today’s private equity groups are much bigger in size. In recent years, the private equity industry has raised record money and its share of mergers and acquisitions has grown massively. The industry has also become a byword for money-making skills but its wealth has also brought many enemies.2)According to the article, what are the main inconveniences for a company to bea publicly quoted companyThe main inconveniences for a publicly quoted company include: its executives have to face intrusive media coverage; it has to obey strict and long corporate-governance codes; it also has to face the threats of activist investors and short sellers and the scrutiny by some politicians.3)What are the main reasons for a company to get listed on a stockmarketTraditionally there are three main reasons to get a company’s share listed on a stockmarket. The first is to raise capital, either to expand the business or to allow the founders to realise their wealth. The second is to help retain staff, who can be offered share options as an incentive to stay and work hard. The third involves prestige; customers, suppliers and potential employees may be reassured (and attracted) by the apparent seal of approval given by a public listing. Meanwhile, being publicly listed gives a company better access to fund investors and retail investors.4)Why are companies in the Anglo-Saxon economies reluctant to borrow frombanksCompanies in the Anglo-Saxon economies were reluctant to borrow from banks because their often felt nervous about the possibility of the sudden withdrawal of credit from the banks, due to a change in lending policy, new management or an economic downturn.5)According to the article, what are the main sources for today’s companies toraise money (including equity capital and debt)Nowadays the main sources for companies to raise money are: first, equity market; second, banks, though much less important than they used to be; third, bond market; fourth, private equity.6)How do private-equity firms respond to the problems identified by ProfessorJensen with regard to public companiesProfessor Jensen argued that the structure of a public company creates an inherent conflict between investors and the managers they hire to run the business, particularly with regard to the use of free cash flow. He also arguedthat borrowing imposed discipline on executives. Private-equity firms have applied his argument in practice by gearing up the balance sheets of companies they buy with more debt than public firms are willing to accept. Though private equity firms, in the process, often have a bad reputation for relentlessly cutting unprofitable operations and shedding jobs, academic studies suggest that they create jobs rather than destroy them.7)What are the similarities and differences between today’s private-equity firmsand the conglomerates of the 1970s and 1980sSimilarities between today’s private-equity firms and the conglomerates of the 1970s and 1980s are: first, both of them use their financial power to construct diverse industrial empires; second, both claim that they could improve the companies they owned through superior management. The differences are: first, the conglomerates used highly rated shares to buy companies while private-equity firms use borrowed money; second, the conglomerates used to make ever-bigger acquisitions continuously to expand while private-equity firms claim to sell regularly their portfolio companies or business for profit.8)What make it impossible for the private-equity model to become the norm forcompaniesThere are several reasons: first, what might be logical for an individual company might not be best for the economy overall. If all companies were to substitute debt for equity on the scale that private-equity firms have, there would be an increase in the cost of debt. That would lead to lower equity returns; second, since private-equity firms need an exit route to sell their investments, a public market will be needed in the end for someone to realise their profit; third, a bigger role for private equity might make the economy more vulnerable because in a world where most companies carried private-equity-style debt levels, companies would be much more vulnerable and recessions might become much more frequent and consequently monetary policy would become more difficult, and even government revenues might be affected.9)According to the article, what factors have helped the development ofprivate-equity firms since 2003Those factors are: low interest rates, lots of liquidity and rising asset prices10)What are the signs showing that private-equity firms may now face the peak ofthe cycleThose signs are: first, bond yields have been rising, making takeovers more expensive; second, the high level of corporate profits suggests that it could be difficult for private-equity firms to wring more money out of these companies;third, the relentless campaign against private-equity tax privileges may lead to government actions against the interests of private-equity firms; last, more and more private-equity deals often leads to more competition and thus lower returns.2. Fill in each blank of the following sentences with one of the phrases in the list given below:1)The journey usually takes six weeks but you should allow for delays caused bybad weather.2) A popular bicycle rental scheme in Paris that has transformed travel in the cityhas run into problems just 18 months after its successful launch.3)China’s import as a proportion of total trade has substantially increased inrecent years as it’s been pursuing a more balanced trade.4) A growing pile of evidence shows that skimping on sleep promotes weight gain.5)Such a move would put the bank in danger of going bust.6)We have turned down four applicants already.7)When you're cooking, you should keep all the ingredients close at hand.8)She wrote to him in the belief that he would help her.9)Dr. Cong will continue to lead the company as its CEO and hold a stake in it forthree years.10)A lot of questions were being asked at the conference today and surprisingly theofficials answered them in spades.11)In the absence of outside leadership, we have created these guidelines in orderto respond timely and effectively.12)With the joining of South Africa, the Bric club of influential emerging economiesis now in pursuit of a common market among them.3. Match the terms in column A with the explanations in column B:A B1) corporate governance a) An investor who attempts to force a corporation tomake changes in management, board structure,investment policies, use of retained earnings, orother practices, often by introducing shareholderproposals or putting forward alternative directors.62) bridge financing b) An interest group that endeavors to influencepublic policy and especially governmentallegislation, regarding its particular concerns andpriorities. 83) trade union c) A privilege, sold by one party to another, thatgives the buyer the right, but not the obligation, tobuy or sell a stock at an agreed-upon price withinacertain period or on a specific date. 104) stakeholder d) A method of financing, used by companies beforetheir IPO, to obtain necessary cash for themaintenance of operations. 25) short seller e) The set of processes, customs, policies, laws, andinstitutions affecting the way a corporation (orcompany) is directed, administered or controlled.16) activist investor f) A n organization of workers that have bandedtogether to achieve common goals such as higherwages or better working conditions. 37) venture capital g) The process of buying an undervalued companywith the intent to sell off its assets for a profit. 9 8) pressure group h) An investor who sells a commodity, currency, orsecurity which he or she does not own at the timeof sale. 59) asset stripping i) Money provided by investors to startup firms andsmall businesses with perceived long-term growthpotential. 710) stock option j) Person, group, or organization that has direct orindirect stake in an organization because it canaffect or be affected by the organization's actions,objectives, and policies. 44.Translate the following into Chinese:出于几个原因，上市的前景对私募股权投资公司而言具有相当的吸引力。
Unit 13 CulturesPart I Business V ocabulary1 Please make sure that our order will be executed to the entire __A___ of ourcustomers.A satisfactionB satisfactoryC satisfying C satisfied2 The goods _____A_____ if your L/C had arrived by the end of this month.A would have been shippedB would be shippedC will be shippedD should have been shipped3 Unless otherwise _____B_____, we wish to arrange to take out insurance on theshipment against All Risks and War Risk.A instructingB instructedC to instructD instructs4Please tell us ______A______ the goods will be transshipped.A whereB whatC whichD who5Please ____B_____ us how the goods are packed.A adviceB adviseC noticeD note6Our customers request you ___B_____ what 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 received10It is imperative that all your future credits should allow transshipment and _____A____ shipment.A partialB partlyC in partD parted11Shipment is to be made during March to May ____A_____ three equal lots.A inB atC byD on12Direct steamers to your port are few _____C______ winter season.A atB onC duringD by13Please try your best to ship our order _____D______ that steamer.A forB inC withD by14We find ____C_____ transshipment of your order is not possible.A whenB whatC thatD how15 For your order, we have _____A______ space on S.S. “Mermaid” due to arrive atHong Kong around May 28.A hiredB boughtC firedD purchased16Since the transaction is made ____C____ FOB basis, you are to ship the goods bya steamer to be designated by us.A atB byC onD in17 In our letter of May 5, we made ___D____ clear that shipment is to be effected inJune.A youB themC thatD it18 Please make efforts to get the goods ___C____ immediately.A to dispatchB dispatchingC dispatchedD dispatch19 We have shipped your order on board M/V, which sails __B__ your port tomorrow.A atB forC toD from20 After inspection, we found nine cases _______A_______.A damagedB to damageC damagingD damagePart II Phrase 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 culture9 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 firm14 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 III 英译中1.This 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。
The retailer performs many functions. First, he may provide a convenient location. Also, he often guaranteesand services the merchandise he sells. Third, the retaileraids in promoting the product, often through displays and advertising. Fourth, the retailer may finance the customerby extending credit. Further, the retailer performs storagefunction in his outlet, by having goods available.译文：零售商发挥多重作用。
首先，（）可提供便利的场地；其次，（）对其所经销的商品提供保修和售后服务；第三，（）常通过商品展示和广告宣传帮助促销产品；第四，（）可通过提供信用贷款帮助顾客筹措资金；最后，（）通过供货充足来实施商店的存储功能。
Business file: The magic of the merger业务档案：并购的魔力(1) 1998 was undoubtedly the year of the merger. (2)More companies than ever before joined together in dealsthat totaled $2.25 trillion and created the world’s largest ever bank and the world’s biggest oil company. (3) Facedwith plummeting oil prices, oil giants Exxon and Mobilesought to achieve economies of scale through a $250 billion merger.（1）毫无疑问，1998年可称得上并购之年。
