王关富商务英语阅读第二版参考译文chapter10

商务英语翻译第二版电子教案第10单元第二版电子教案第10单元的商务英语翻译教学目标：1.学习与电子商务相关的词汇和短语。

2.就电子商务的规模和发展进行讨论。

3.学习电子商务的优点和缺点。

4.就电子商务对传统实体店的影响进行讨论。

5.学习电子商务的各种业务模式，并与实例进行配对。

6.分析电子商务在不同行业中的应用。

7.学习关于网络安全和消费者保护的词汇和短语。

8.就电子商务的未来趋势进行探讨。

教学准备：1. 教材：商务英语教程（第二版）Unit 10。

2.展示材料：PPT，课件，实例图片等。

3.板书：重点词汇和短语。

教学流程：Step 1：导入1.向学生介绍电子商务的定义，即利用电子通信和数字技术进行商务操作。

2.引入问题：你认为电子商务在现代社会里扮演着怎样的角色？请谈谈你的观点。

Step 2：词汇和短语讲解2.解释这些词汇和短语的意义和用法，并与学生一起进行口头练习。

Step 3：电子商务的规模和发展1.展示有关电子商务的统计数据和数字（例如全球电子商务销售额等）。

2. 讨论电子商务的不同形式和业务模式，例如B2B（Business-to-Business），B2C（Business-to-Consumer）等。

Step 4：电子商务的优点和缺点1.分组讨论：请学生分成小组，讨论电子商务的优点和缺点，并对其进行总结。

2.各组派一名代表汇报他们的讨论结果。

Step 5：电子商务对传统实体店的影响1.讨论电子商务对传统实体店的影响，例如线上销售对线下零售商的冲击。

2.请学生提供实际例子，并分析其影响。

Step 6：电子商务的业务模式和应用1. 展示电子商务的各种业务模式，如C2C（Consumer-to-Consumer），dropshipping，affiliate marketing等。

2.将这些业务模式与实例进行配对，让学生理解它们的应用场景。

Step 7：电子商务在不同行业中的应用1.引导学生探讨电子商务在不同行业中的应用，如零售业，旅游业，金融业等。

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。

商务英语阅读(第二版)-王关富-Unit-6-Goodbye--Free-Trade 课后答案-Unit 6Goodbye, Free Trade?Exercises1.Answer the questions on the text.1) What was the result when the House of Representatives passed the Hawley-Smoot Tariff Act in 1930?The economic recession in the United States became even worse.2) According to the author, what happens when a currency appreciates? It diminishes the export advantage of the country and makes it difficult to increase exports or even maintain the status quo.3) How did American politicians take advantage of the public's stronganti-free-trade sentiment in the United States?They created a talking point in charges of unfair trade so that they thoughtthey could benefit in the mid-term elections.4) What did American politicians and economists agree and disagree over the Hawley-Smoot Tariff Act?Almost all of them agreed that it was a bad law, but they disagreed whether it triggered the Great Depression in the 1930s.5) What did Milton Friedman think were the more important reasons for the Great Depression?The malfunctioning gold standard system and inept monetary policy of the Federal Reserve.6) What was the foreign reaction unexpected by the American lawmakers after the Hawley-Smoot Tariff Act was enacted?The trading partners were angered and imposed discriminatory tariffs on American goods. Canada in particular, as the largest export market for the US, reacted fiercely and handed its market over to the British competitors.7) Why is it unlikely for the US to adopt another Smoot-Hawley today in the eye of the author?(1)The US is much more integrated into the world economy today than itwas in the 1930s.(2)Import restrictions seldom achieve their intended goals, instead, oftenend up hurting American industries and consumers.(3)The Americans have learned to consider the possible strong foreign retaliation against US exporters.8) What were the respective results for those countries withdrawing from the theto according 1930s the during it to clinging those and standard goldauthor?to gold standard allowed their currencies Those countries going off the monetary policies and, instead, used depreciate, avoided protectionist trade policy to end price deflation and stimulate economic growth.by policies protectionist trade countries Those choosing to stay on pursued imposing high tariffs, import quotas and exchange controls, which did littleeconomic a longer Thus in boosting their economic growth. they suffered depression.quantitative of the author justify his support for policy How 9) does the easing?(1) Historically, the most important tool for resisting protectionist sentiment in the 1930s was a monetary policy that would promote economic growth. can right similar situation. Taking monetary policy the Today US is in a alleviate the pressure on Washington to adopt protectionist trade policy and can help to raise output before it leads to a high inflation.by said: Additional measures taken also (2) He quotes what Charles Evens the Fed to stimulate growth should condoned, not condemned.(3) What Mr. Friedman wrote 1997 about Japan: The surest road to a healthy economic recovery is to increase the rate of monetary growth, to shift fromtight money to easier money.10) What does the author imply about the US Congress?trade a following with the Fed, the US Congress is comparison In protectionist policy in blaming other countries for its unemployment and may cause serious trade retaliations from trading partners.2. Fill in each blank of the following sentences with one of the phrases in the list given below. Make changes when necessary.As the financial scandal involves so many people, the probe in to it could1drag on for another year.In the age of globalization more individuals are forced to integrate into2)multinational work teams.Many in Europe are now very much worried that it may sink into a3)Japan-style economic recession.But the business leaders yesterday warned against interest rate rises, arguing 4)that inflation was being driven not by consumer spending, but by rising commodity prices.5)After the call scandal, the American automakers and some politicians there were so eager to keep their rival Toyota at bay in the auto market.6)Under the current labor law, two categories of employees are exempt from minimum wage and overtime requirements.7)Though the local partner made a revised offer, the foreigner investor refused and reverted back to the original agreement conditions.8)Last Friday the two parties met for more than five hours only to end up walking away from the table once again, reaching no agreement at all.When the government supervises banks, it should take into account their pay 9)and bonus structures which may often be the source of corruption.The customers severely affected in the incident demanded that the company 10)put in place effective measures to avoid occurrence of such things in the future.s critical to take hold of any opportunity coming your way because it willIt'11)never come back again once lost.At times of economic depression, people are more inclined to unethical12)means in their business.3. Match the terms in column A with the definitions in column B:B____________________________________ A__________________________ in put A) Restrictions that governments 1)unfair tradeplaceor foreign or sale of a on the purchaselocalcurrency,by particularlythose in shortagehard ofcurrencies. 6B) Escalation of protectionism between two2) real estateormore countries that impose punitive tariffsand barriers in retaliation for each other. 8C) A general decline in prices often caused 3) business cyclebya or the money supply a reduction indecreasespending. in54) trade protectionism D) Unjustifiable and discriminatory policiesand supports by a government to its ownfirms, ranging from export subsidies toanti-competitive practices. 15) price deflation E) Land, buildings, homes or anything fixed, immovable, or permanently attached thatcanbe traded in the market. 2orduties imposing of policy The F) 6) exchange controlquotas onimports into orderprotecthomejobs,marketsorindustriesfromoverseascompetiton. 9G) A company or country with whom you 7) competitive currency devaluation haveand business relationship an ongoingengagein importing or exporting activities. 10H) A predictable long-term pattern of8) trade wareconomic activity that an economyexperiences four stages including decline,recession, recovery and boom. 3a devaluation by currency I) The 9) import barriersgovernmentto make its goods more competitive in theinternationalmarkets. 7L) The economic policy of restraining10) trading partnervariety a states through between businessofgovernment actions to discourage importsand prevent foreign take-over of domesticmarkets and companies. 44. Translate the following passage into Chinese.按官方的说法，中美间过去三天日益严重的贸易纠纷涉及轮胎、鸡肉和汽车，但实际上远远超出此范围。

第11课最近，我刚刚结束了魁北克五日之行，那是一座位于圣劳伦斯河畔古色古香、风景如画的小镇，今后，它将以“世界催泪瓦斯之都”载入史册。

我此行的目的是为了打入反全球化、反自由贸易运动的头脑人物内部，但问题是，那里根本没有“头脑”可寻。

我所看到的只是心绪的漫天宣泄，我面前是一派悲天悯人的景象。

显而易见，这里的稀缺之物是清醒的思考。

我来魁北克有个堂而皇之的理由，那便是采访美洲高峰会，这是一次跨越西半球三十四位国家首脑的聚会，会议最重要的议题是通过谈判，努力建立起美洲自由贸易区–一个地域跨越阿拉斯加至阿根廷的无贸易壁垒区域。

其实，我来魁北克是为了“人民的峰会”，那才是真正的亮点。

这一应运而生、有组织的活动看起来是要反映“人民的观点”，还会是别的吗？（我曾想，那些参加峰会、经选举产生的领导人是为此目的而来，但我有什么资格向“那些人民”提出质疑呢？）半球社会联盟由不同的社会团体组成，他们有着共同的思想意识和经济利益，他们共同反对贸易自由化。

该联盟这次邀请参加“反资本主义狂欢节”的都是激进团体，从极左到更极左，“狂欢节”在沿河畔搭建的硕大白色帐篷内举行。

加拿大政府好事做过了头，不仅资助了这项活动（其实是加拿大纳税人提供的资助），而且还为拉丁美洲的激进分子付费参加活动。

“反资本主义狂欢节”丝毫无愧于它的名称，有小丑、木偶表演、拉拉队长的呐喊、舞者和演员的表演，还有“愤怒的奶奶们”（一群不算太老辱骂大公司的妇女），甚至还有一个悬在空中、上面写着“实施安全贸易！”的巨大绿色安全套。

或许我最喜欢的是那些身着蓝色服装、面对由纸浆制成的女水神像歌唱并参拜的演员们。

除了此道风景，别无其他实质性内容，无论是在街面上，还是在各类有组织的“讲道论坛”中，情况均如此。

看一看下面的对话，这是我同一个保养得极好的年轻激进分子之间的谈话（当然喽，此人穿的是进口的牛崽裤和运动鞋）。

她向我挥动着拳头，肌肉松弛，毫无力量。

她的一位同志把我们之间的对话用一架日本摄象机拍了下来，摄象机的价值起码要比拉丁美洲人一年的平均工资还要多。

Unit 3Time to rebalanceExercises1.Answer the questions on the text.1)How did Steve Hilton feel when Lehman Brothers collapsed?The world was coming to an end.2)What did Mr. Hilton do to save his company?(1)Giving up options to buy thousands of lots.(2)Laying off 3/4 of his employees.(3)Redesigning his houses to cut construction cost.(4)Serving customers with guaranteed payment.3)In what sense America as a country is similar to Mr. Hilton’s company?Dismissing workers in the whole country and experiencing one of the worst economic recessions in history.4)What does “the biggest transformations” mean?Macroeconomically, the US will change from debt and consumption to saving and exports.Microeconomically, Americans will have different lifestyles and do different jobs in different places.5)According to the McKinsey Global Institute, what is the common practice ofconsumers during economic crises?Consumers generally try to cut their debt to more manageable levels.6)What is the major difference between credit cards and charge cards?Both are a line of credit for a customer. For a credit card, the customer can choose to pay in full or partially at the end of a month. When paying partially, the customer can pay interest on the balance until it is paid in full. Some people just keep making partial payments and pay interest on credit cards for years and years.But for a charge card, the customer has to pay the entire amount off each time he/she receives a bill. It is not allowed to make a partial payment and no interest is involved.7)How is the current recession different from the previous ones?It was triggered by a financial crisis that made it impossible to channel savings to productive investment and left customers and enterprises struggling with things from the boom.8)What is the dilemma the Obama administration in concerning the stimulus?On the one hand, the administration expects to reduce federal deficit. On the other hand, it worries that the withdrawing the stimulus may push the American economy back into recession.9)What are the reasons for economic restructuring according to the report?Tighter credit, lower consumer borrowing, and higher energy prices.10)What is said about business investment?It is expected to be robust, especially for equipment. But it can never substituteconsumer spending.11)What changes have occurred in the United States in terms of consumption?(1)American consumers spend less but save more.(2)American companies thus look to an export boom abroad.(3)The US has changed from a consuming nation to an exporting economy,accounting for only 27% of global consumption this year, much less than that of emerging markets.12)What makes the report optimistic about the American economy?(1)The US has been increasing exports abroad, particularly emerging markets.(2)America’s current-account deficit dropped from 6% to 3%.(3)American firms are busy preparing for their investment.2.Fill in each blank of the following sentences with one of the phrases in the listgiven below. Make changes when necessary.1)Investors from big cities are quick to snap up real estates in this booming townfor their rising future values.2)There are already clear signals that the investors will shift away from thefinancial firm in legal trouble.3)High input costs are likely to put pressure on steel prices in the domestic marketeven if demand still remains high.4)The prime minister said Thursday that a new international airport will be built inthe southern city to cater to the rising number of passengers and air cargoes there.5)Many economists fear that the contraction of money supply may dry up financingneeded for various economic activities.6)Professor Nil was, however, quick to warn the public to be on their guard againstthose counterfeits already in circulation.7)Academy Awards, Emmy Awards and dozens of prestigious awards fromprominent film festivals around the world attest to the stellar quality of the films being featured at the annual World Community Film Festival.8) A neighborhood group in the district plans to hold a fundraiser to help childrenpay off overdue book fines so that they can resume using their library.9)The writer’s fame shrank last year because the public thought he was knockingout so many things.10)Business leaders have urged the government to snap up farmland overseas togrow basic staples as a buffer against soaring food prices.11)The Vancouver team vowed to get back to doing the little things right and knew itwould add up to big things.12)What has happened over the past few years indicates that great political, socialand economic transformations are in the making.3.Match the terms in column A with the definitions in column B.A_______________________ B________________________________________1)emerging market A) A contract that permits the owner, depending onthe type of option held, to purchase or sell anasset at a fixed price until a specific date.62)profit margin B) A theoretical construct that represents economicprocesses by a set of variables and a set of logicaland quantitative relationships between them.10 3)consumer spending C) An economy, with fast growth rate but low tomiddle per capita income, has opened up itsmarket and integrated itself into the globaleconomy.14)consumerism D) The process of moving from a period of lossesor low profitability into a more profitable stagefor a firm, industry or economy.85)disposable income E) Ratio of profit after taxes to cost-of-sales, oftenexpressed as a percentage, measuring theprofitability of a firm and indicating its coststructure.26)option F) Portion of the balance of payments consistingof exports and imports of goods and services, aswell as transfer payments such as foreign aidgrants. 97)economic restructuring G) The amount of money spent by households,measured monthly, making up an important partof an economy.38)turnaround H) The phenomenon of an economy shifting froma manufacturing to a service sector economicbase. 79)current account I) A movement equating personal happiness withpurchasing material possessions andconsumption. 410)economic model J) The amount of income left to an individualafter taxes have been paid, available forspending and saving. 54.Translate the following passage into Chinese:目前石油价格飞涨，接近110美元一桶，食品和其他货物的成本也随之上涨。

商务英语Chapter 2参考译文及答案In this chapter, we will provide a reference translation and answers for the exercises in Chapter 2 of your business English textbook. The translation and answers are presented in a clear and organized manner, ensuring a smooth reading experience. Please note that the following text does not contain any links or headings, as per your request.Translation:Text 1:Good morning, ladies and gentlemen. My name is John Smith, and I am the sales manager of XYZ Corporation. I would like to take this opportunity to introduce our new product line to all of you. Our company has been working tirelessly to develop innovative products that meet the needs of our customers, and I am proud to say that this new line is a result of those efforts. We believe that these products will greatly benefit your businesses, and we are excited to showcase them today. Thank you for your attention.Answer to exercise 1:John Smith introduces the new product line of XYZ Corporation and expresses his belief that the products will be beneficial for all attendees.Answer to exercise 2:The purpose of this talk is to provide information about the new product line of XYZ Corporation and generate interest among the audience.Text 2:Dear Mr. Johnson, I am writing to confirm the details of our upcoming meeting on Friday, September 15 at 2:00 PM. The meeting will be held in Conference Room A on the 9th floor of our office building. The agenda for the meeting includes a discussion on the new marketing strategy for our product launch and an update on the current sales figures. I kindly request that you come prepared with any relevant materials or data for these discussions. Please let me know if you have any questions or concerns. Thank you, and I look forward to meeting with you.Answer to exercise 1:The email confirms the date, time, and location of the upcoming meeting, as well as the agenda topics.Answer to exercise 2:The purpose of this email is to provide the necessary information about the meeting and request the recipient to come prepared with relevant materials.Text 3:To whom it may concern, I am writing to inquire about the availabilityof your products for wholesale purchase. I represent a retail company that specializes in home appliances, and we are interested in carrying your brand. Could you please provide me with information on the minimum order quantity, pricing, and any applicable discounts? Additionally, I would like to know if there are any exclusive distributorship opportunities in our area. Thank you for your attention to this matter, and I look forward to your prompt response. Best regards, Emily JohnsonAnswer to exercise 1:The email inquires about the availability of the products for wholesale purchase and asks for information on pricing, order quantity, and distributorship opportunities.Answer to exercise 2:The purpose of this email is to gather information about the availability of products for wholesale purchase and explore potential business opportunities with the company.。

Chapter 1二、短语翻译。

英翻汉Sluggish economy 萧条的经济Full employment 充分就业Trade deficit 贸易赤字in-depth analysis 深入的分析Industrialized countries 工业化free-trade agreement 自由贸易协定international specialization国际专业化product differentiation 产品差别trade surplus 贸易盈余determinative factor 决定性因素三、汉翻英经济双赢economic win-win 关税壁垒tariff barrier收入不平等wage inequality 劳动生产率labor productivity解雇工人lay off works 生产要素factor of production双边协议bilateral deal 回归分析regression analysis市场准入market access 世界经济复world economic recovery四. Translation1. The monitoring system will finally substitute the US Government’s cap on cigar imports from Cuba.2. The quarrel between Mexico and the US will be 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 discusshow 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 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 US government to change the policy towards textile 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 $400 billion respectively, with ten ASEAN countries exceeding $200 billion.五、完形填空1.manufacturingpetitive3.deficit4.budget5.expanding6.recovery7.revival8.emerging9.innovation 10.propertyChapter2二、consumer-goods 消费品discount retailers折扣零售商brand equity 品牌资产价值advertising budget 广告预算real-time sales data 实时销售数据sales promotion促销profit margin 盈利scanner data扫描数据三、汉翻英价格溢价price premium 基线销售base-line sales减价price reductions 广告支出advertising spending营销组合marketing mix 销量溢价quantity premium产品数量（种类）product-line variety 美元分配allocation of dollars四. 翻译1. The government has allocated $ 0.1billion to the development and utilization of renewable energy in the 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 toeconomic development and environment protection.3. As a big responsible nation, China will strictly be 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. China’s vigorous economic development is indicative of the fact that China has become one of the countries that enjoy the highesteconomic 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.五、完形填空1.blame2.damaged3.short-term4.building5.profiability6.arm7.boosts8.orientation9.moreover 10.loweringChapter3二. 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 商业灾难三、汉翻英日常生活daily life 广告活动advertising campaigns物理特征physical characteristic 视觉想象visual imagination国媒体national media 销售增长sales increase销售渠道distribution system产品到导向型的广告product-orientated advertising四. 翻译1. Experts have attributed the main cause of the company’s poor performance to its poor HR functions, especially the appointmentof the senior management.2. British Airways intends to create a more flexible and modern corporate culture through the relocation3. 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 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 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(promising) start-ups.8. T o 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 intheir needs, only companies who are quick to respond can survive and succeed in the end.五、完形填空1.sincere2.privileged3.led4.constitutes5.intellectual6.resort7.instead8.reduce9.clients 10.divertChapter4三. Phrase Translation1. 人口流动2. 供应商网络3.标准零配件4. 特殊制造技术3.互补经济体 6.反日情绪7. 外方合作人, 外国附属公司8.上市企业并购mergers and acquisition海外扩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 investment四. 翻译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 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 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 reforms 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.五、完形填空1. ambivalent,2.integration3. hindered4. from5. by.6. shortage,7. options8. acquisitions9. strategy 10. allianceChapte r 5三、汉翻英上市公司对…随时留意, 小心提防会计师事务所国外子公司经济规划的持观望态度(财务)调帐报告业绩评定指标/方法Generally accepted accounting principles revenue recognitionIncome statement earnings per share Managing director credit-rating agenciesFinance chiefs/executives institutionalinvestors四. 翻译1. Escal ating 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 private shareholders remain skeptical about such claims.5. The new labor law, which took effect last year, is likely to raise the labor cost of a considered number of enterprises6. The less senior employees are reluctant to express their views or make any suggestions because they don’t think their ideas will 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 rises, but most of them didn’t stand a chance of getting approval from theregulatory 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.五、完形填空1. toll2.leveraged3. grips4. shaping5.counterpart6. joint7.potential8. with9.light 10. transparent 11. responses 12. onChapter 8三、汉翻英公司未来愿景消减成本利用资源投资组合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 高端品牌实施战略execute strategy竞争优势competitive advantage实证研究empirical studies核心品牌core brand分销系统distribution system控股公司 a holding company文化冲突culture clashes股东财富shareholders wealth四. 翻译1. The management believes that its existing manufacturing and marketing expertise can be leveraged with the new business.2. Jack Welch, General Electric chairman, was universally acclaimed as one of the most successful manager in the 20th century.3. The Japanese company is unanimous in its support of divestiture since the acquired business unit is destroying the corporate value.4. This study reveals several fault lines that companies frequently encounter as they execute their corporate strategy.5. Problems arose at the very outset when Anheuser Busch acquired Eagle Snacks.6. AT&T put up with losses in NCR almost from the start, butcontinued to subsidize it.7. Mattel expected to derive above-average profitability from the acquisition of The Learning Company.8. We must bear in mind that a corporate strategy must be constantly evaluated and divestiture decisions made before it is too late.9. AT&T realized that telecom equipment is not identical to computer technologies.10. We can’t view the fai lure of the acquisition strategy in isolation. It’s the result of a combination of several factors, rather than unidimensional.五、完形填空1.acquisitions .2.executing3.divestiture4.at5. on6.plunged7.that8.synergies9.core 10.premium。

Unit 10 AgricultureFarming for the Future[1] Every year, more people face poverty and hunger and more of the earth's resources are ruined. The problems are enormous, but many experts believe that the situation is not hopeless. The solution will require big changes in how we think about agriculture, food, and our planet.[2] First of all, farmers everywhere need to develop methods that are less destructive to the environment. The change from single crop farming to a mixed crop system would be one important step. The planting of several different crops improves the soil and helps prevent erosion. Erosion could also be prevented by planting trees to protect the fields from the wind. Another way farmers could improve the soil is to avoid deep plowing. In fact, only a slight plowing is necessary if proper methods are used.[3] If the soil were treated better, farmers would not need to use chemical fertilizers. They could use natural animal and vegetable products instead. With mixed crops, farmers would need fewer toxic chemical insecticides. They could use biological methods of controlling insects and disease.[4] Farmers could also help save the earth's precious supplies of water and petroleum. To save water, they could plant more water-efficient plants instead of the standard types of wheat or corn. They could also use watering systems that are much less wasteful. To save petroleum, farmers could make use of bio-gas generators which could be fueled by the vegetable and animal wastes of the farms. In less-developed countries, bio-gas generators could reduce the need for firewood and so help save forests, as well.[5] In less-developed countries, the small farmers need help. They need to learn more about crops that are better suited to local conditions. They need to learn how to limit erosion and make the best use of their resources. These farmers will never be successful without land and economic reform. This should be the aim of governments and international agencies. The current industrial and cash crop policies are only making the situation worse.[6] Industrialized countries could use their economic resources to help bring about these changes. They could make some changes in their own policies. At present, much food is wasted in these countries for political reasons. In Europe and in North America, tons of fruit and dairy products are thrown away every year. Eating habits, too, could be changed in these countries. For example, people often eat foods from distant places instead of local foods. The transportation of the imported foods adds to the global pollution problem. People in industrialized countries also eat a lot of meat, especially beef.In fact, a large percentage of the grain grown in these countries is used for feeding cattle. If people in these countries ate less meat, there would be more grain to feed the hungry people of the world.[7] The ideal agricultural system would be sustainable; that is, its level of productivity could be continued indefinitely and the damage to the environment much less. This is a war which must be won because it would have only winners for both farmers and consumers of farm products.未来农耕1 现在面临贫困和饥饿的人一年比一年多，地球资源遭到的破坏也一年比一年严重。