unit11世纪商务英语翻译教程

第一单元名片1.2 Lead-in1.2.11）Harbin2）公司3）Century Village4）财务主任5）助理工程师6）名誉主席7）首席运营官8）传真9）邮政信箱10) 外销部经理1.2.3（略）1.7. Practice1.7.1 全部正确1.7.2 245 （1中改成“先高后低”；3中改成“之后”）1.7.31) senior advisor2) chief executive officer3) executive vice manager4) senior engineer5) technologist6) technician7) section chief8) division chief9) emeritus professor10) visiting professor11) special grade teacher12) research fellow13) chairman14) secretary general15) administrative chief of … Town16) physician-in-charge17) editor-in-chief18) accountant19) assistant to president20) commissioning editor1.7.41）North Shaoshan Road 或者Shaoshan Road (N).理由：如果简单地采用直译的办法将其翻译成Shaoshan Bei Road，则会让人产生一种错觉，认为其跟Shaoshan Road 没有关系，是不相干的路。

而通过灵活意译，则会更形象些。

2）Second Zhongshan Road理由：同上。

遇到数字加编号的路名、地名等，一般可以翻译为：序数词+路名。

3）Jiusan Society理由：单位、部门名称翻译成英语时，如果英语中缺乏对应的词，大多数情况下可以采用直译的办法。

第11单元消费者管理行为的重要性本文介绍了消费者行为以及消费者行为对全世界企业生死攸关的作用。

世纪之交，理解消费者行为对于全世界企业的成功更加重要。

在本文中，我们定义了消费者行为的概念，确定了不同类型的消费者和消费角色，阐明了它们的领域。

本文也讨论了消费者行为对于企业目标实现的重要性。

并且讨论了如果企业采取以消费者为中心的战略，企业有哪些竞争优势。

消费者行为的概念消费者行为指那些能够导致支付、购买、使用商品和服务的决策行为的个人和企业消费者的心理、身体活动。

消费者行为的定义包括人们的各种活动和承担的不同角色。

图11—1阐释了消费者行为的不同方面，它们超出了营销人员对消费者行为的传统定义。

图11—1 消费者的类型、角色和行为消费者类型通常，消费者指对营销人员或厂商完成交易起一定作用的个人或组织。

企业消费者可能以家庭成员或公司代表的身份进行交易。

所以，我们说的消费者的定义包括了家庭和企业市场的消费者行为。

传统观点认为，消费者（consumer）仅仅指消费品市场，而产业市场的顾客叫做顾客（customer）。

在本文中，我们把两个市场的顾客都叫做“customer”。

实际上，教科书中比实际应用中更多地出现“consumer”这个词，其意指消费品市场。

例如，零售店把它们的老主顾叫做“顾客”,而不叫做“消费者”。

公共事业公司（煤气公司、电力公司以及电信公司）、金融机构（银行、信用卡发行公司等）、服务性质公司（草坪维修、缝纫、干洗等），甚至包括个人服务提供机构（如算命人、按摩师、从事打眼文身等服务的小店等）都是这样称呼。

个人服务提供机构是指把消费品市场的个人作为服务对象的机构（如律师事务所、房地产公司以及纳税顾问），或者从他们承担的具体角色来说（医生称其顾客为病人，教育者称其顾客为学生，募捐者称其顾客为募捐人等等）。

只有那些不与产品最终使用者打交道的那些生产商称其顾客为“消费者”（如宝洁公司、强生公司、卡夫食品公司、通用食品公司等将产品的最终使用者称为“消费者”）。

Unit 11 名人Background KnowledgeI. Michael DellMichael Dell is the founder and CEO of Dell computer corporation that is the world’s largest direct computer company. He is also the youngest person ever to head a Fortune 500 firm. And he is the longest-serving CEO in the computer industry.Michael Dell is clearly a genius in the computer world and business field. At age 13, he got a knack for taking apart the motherboard of his Apple II computer; when he was a senior in high school, he began to show his talent in business. He sold so many newspapers subscriptions that he was able to pay cash when he bought a BMW; In 1983, at 18, as a freshman at the University of Texas, Austin, Dell started selling custom-made personal computers and components out of his dorm room; A year later, with $ 1000 in startup capital, he set up his business and dropped out of university. The day his former classmates were graduating, his sales had already hit $ 70 million a year; At 33, the visionary CEO of Dell Computer is at the pinnacle of the entire PC industry. Today, he runs the second largest (after the HP-Compaq merger) and still fastest growing PC maker in the world with a market capitalization of well over $ 100 billion. What’s more, his revolutionary insights into busines s processes provide invaluable lessons for many other industries as well.What qualifications or achievements make him a leader?(1) He knew his goal clearly and unwaveringly focused on it. When he was a freshman incollege, Michael Dell declared that he wanted to beat IBM. In the following years, he started his own business and achieved his goal unceasingly, no matter what difficulties he faced with. Today, Dell company revenues are about $ 7.8 billion a year. He has passed IBM in annual sales, and is closing in on industry leader Compaq.(2) He has strong sense of innovation. As a successful entrepreneur, he is fond of doingsomething new and takes a risk and works hard to make them work. He also cherishes difference and thinks difference can breed innovation. He hired a diverse work force in his teams with different angles on problems.He dares to change his position and do something new. When he saw opportunity ahead that selling custom-made PCs and components was very profitable, he made a decision to d rop out of university and started his own business. Dell’s sense of innovation makes him hold lots of number 1 record in computer industry. Dell was first in the PC industry to pioneer high-quality, low-cost, direct selling model to end-user. He was also a pioneer to use the World Wide Web to sell products. His company now sells approximately $50 million worth of products on the Net daily, making it one of the world’s largest Windows-based e-commerce sites.(3) He has full responsibility either for business or for family and keeps good balancebetween work and life. He worked hard to create tremendous value for its customers, itsemployees and shareholders. In the spare time, he also spent more time with his wife and kids and wants to be a great dad and a great husband. Every day he drives his kids to school; he always makes pancakes for his kids.(4) Michael Dell has a powerful vision for the future and develops unique business philosophy.He wants his company to have an unrivaled speed to market; an unwavering dedication to customer service; a fierce commitment to producing consistently high-quality, low-priced, custom-made machines; and a shrewd exploitation of the Internet. The vision makes Dell computer successful and unique in the world. What is more, he knows how to use the vision to communicate and motivate his employees and get people excited what he is doing. Dell says ―A lot of businesses get off track because they don’t communicate an excitement about being part of a winning team that can achieve b ig goals.‖II. David Beckham, Soccer Player⊙Born: 2 May 1975⊙Birthplace: Leytonstone, England⊙Best Known As: English soccer midfield star and Mr. Posh SpiceDavid Beckham is a leading English footballer whose popularity extends beyond the field and into international celebrity. Beckham was already a crowd-pleasing star for Manchester United when he married Spice Girls star Victoria Adams (―Posh Spice‖) in July of 1999; the combination of the two heartthrobs proved irresistible to the press and public, and they became one of Britain's most famous couples. As a player Beckham is particularly known for his free kick expertise and spectacular long-range shots (including a famous goal from midfield against Wimbledon in 1996). Manchester United sold Beckham to the Spanish team Real Madrid for a transfer fee of 35 million euros (about 25 million British pounds) in June of 2003. Beckham was disqualified from the 1998 World Cup for a rough foul in England's loss to Argentina, but returned to play in the 2002 and 2006 World Cups. He was captain of the English national team from 2000 until 2006, when he stepped down from the role after a loss to Portugal in the World Cup quarterfinals. In 2007 he signed a multi-million dollar contract to leave Real Madrid and move to the United States and play for the L.A. Galaxy; he first suited up for his new team in a "friendly" match against Chelsea on 21 July 2007.Beckham typically plays midfield. His popular nickname is ―Becks‖. He has three sons with Victoria Beckham: Brooklyn (b. 4 March 1999, Romeo (b. 1 September 2002) and Cruz (b. 20 February 2005). Beckham wore uniform number 7 with Manchester United; upon joining Real Madrid he switched to number 23, with 7 already taken by his teammate Raul; he kept the jersey number with the Galaxy. Real Madrid was already home to several other superstars, including Luis Figo, Ronaldo and Zinedine Zidane. The 2002 film Bend It Like Beckham (starring Keira Knightley) was a fictional tale about a soccer-loving teenager. Beckham didn’t star in the movie, but the title has become synonymous with his name. The title refers to Beckham’s skill at curling shots around defenders.Fast Facts⊙Captain of England’s team in the 2006 World Cup games⊙At age 12, won a Bobby Charlton Soccer Skills award, including a trip to Nou Camp stadium, Barcelona⊙Among his many tattoos, are the names of his sons, his wife Victoria’s name in Hindi, a guard ian angel, cherubs and Michelangelo’s image of heaven, with rays coming from a sun and clouds floating behind⊙Married to former Spice Girl Victoria Adams⊙He and his wife are students of Kabbalah; both have tattoos with phrase from Song of Songs, ―I am for my beloved and my beloved is for me...‖⊙Won 1997’s PFA Young Player of the Year⊙Wears a new pair of football boots every game he plays at an estimated cost of £300 ($565)a pair⊙An experiment at Manchester United showed that he ran an average 8.8 miles per game –more than any other player on the team⊙After playing with Manchester United from 1994-2003, signed three-year £25 million ($47 million) contract with Real Madrid (2003)⊙His goal for Manchester United over the head of the Wimbledon goalkeeper from the halfway line was selected Premier League Goal of the Decade in 2003Quotes⊙―One thing will not change —we will be going out to win.‖ — David Beckham⊙―People react to criticism in different ways, and my way is definitely to com e out fighting.‖ — David BeckhamReading Skill FocusPractice 3Automation is the introduction of electronic control and automatic operation of productive machinery, which reduces human factors and increase productivity.Reading MosaicComprehensive Reading迈克尔·戴尔：个人电脑产业的革新者1 迈克尔·戴尔，1965年2月生，1984年从他得克萨斯大学的宿舍里走上成功之路，以1000美元和一个为大学生提供买得起的个人电脑的想法起家。

1.The origins of etiquette-----the convention rules of behavior and ceremonies observed in polite society-------are complex .one of them is respect for authority. From the most primitive times, subjects showed respect for their ruler by bowing ,prostrating themselves on the ground ,not speaking until spoken to, and never turning their backs to the throne . some monarchs developed rules to stress even further the respect due to them. The emperors of Byzantium expected their subjects to kiss their feet . when an ambassador from abroad was introduced , he had to touch the ground before the throne with his forehead . Meanwhile the throne itself was raised in the air so that ,on looking up , the ambassador saw the ruler far above him , haughty and remote在上流社会，行为举止、各种庆典仪式都有传统的惯例，其起因相当复杂，他们的起因之一，是要对当权者表示尊重。

世纪研究生公共英语教材十一单元课文与翻译1.The origins of etiquette-----the convention rules of behavior and ceremonies observed in polite society-------are complex .one of them is respect for authority. From the most primitive times, subjects showed respect for their ruler by bowing ,prostrating themselves on the ground ,not speaking until spoken to, and never turning their backs to the throne . some monarchs developed rules to stress even further the respect due to them. The emperors of Byzantium expected their subjects to kiss their feet . when an ambassador from abroad was introduced , he had to touch the ground before the throne with his forehead . Meanwhile the throne itself was raised in the air so that ,on looking up , the ambassador saw the ruler far above him , haughty and remote在上流社会，行为举止、各种庆典仪式都有传统的惯例，其起因相当复杂，他们的起因之一，是要对当权者表示尊重。