Business English Reading 商务英语阅读
商务英语阅读(可打印修改)
Terminal Examination for Business English Reading of2015~2016(Ⅱ)The importance of Brand building in today’s global market 1.AbstractWith the guidance of Mr. Qian we have successfully finished the study of Business reading course. This course is set to improve students’ comprehensive ability, it has not only improved my English reading ability but also richen my business knowledge. In this term, Mr. Qian has led us learned four units of the text book. Among them, unit 8 ‘Brand and branding’ makes me interested most which is about the global market power of American brands and strategies behind their dominance. It is obvious that brand is important in today’s global market; therefore in this essay I will mainly talk about why brand building is important in today’s global market.2.SummaryWith the tides of globalization, numerous products flood into global market. Customers have multiple choices when they purchase goods as well as services. The market becomes more and more competitive and capricious. In such background brands are more important now than at any time in the past 100 years. In this essay, first I will demonstrate the features of today’s global market and then I will introduce the definition of a brand, at last, I will talk about the importance of building a brand in terms of customers, new markets, product cycle and the company value.3. Today’s global marketIn many ways, today’s business environment has changed qualitatively since the late 1980s. The end of the Cold War radically altered the very nature of the world’s politics and economics. In just a few short years, globalization has started a variety of trends with profound consequences: the opening of markets, true global competition, widespread deregulation of industry, and an abundance of accessible capital.At the same time, we have fully entered the Information Age; Starting breakthroughs in information technology have irreversibly altered the ability to conduct business unconstrained by the traditional limitations of time or space. Today, it’s almost impossible to imagine a world without intranets, e-mail, and portable computers. We are rapidly shifting from an economy based on manufacturing and commodities to one that places the greatest value on information, services, support, and distribution. That shift, in turn, places an unprecedented premium on “knowledge workers,” a new class of wealthy, educated, and mobile people who view themselves as free agents in a seller’s market.Another major trend has been the fragmentation of consumer and business markets. There’s a growing appreciation that superficially similar groups of customers may have very different preferences in terms of what they want to buy and how they want to buy it.4.The definition of a brandAccording to Wikipedia, a brand is a set of marketing and communication methods that help to distinguish a company from competitors and create a lasting impression in the minds of customers. The key components that form a brand’s toolbox include a brand’s identity, brand communication (such as by logos and trademarks), brand awareness, brand loyalty, and various branding (brand management) strategies. Brand equity is the measurable totality of a brand’s worth and is validated by assessing the effectiveness of these branding components. In a fleeting market where traditional linear models of business are being replaced by more radical interconnected models, brand equity is one marketing technique that remains firmly rooted in prosperity. To reach such an invaluable brand prestige requires a commitment to a particular way of doing business. A corporation who exhibits a strong brand culture is dedicated on producing intangible outputs such as customer satisfaction, reduced price sensitivity and customer loyalty. A brand is in essence a promise to its customers that they can expect long-term security, a competitive frame of reference and consistent delivery of functional as well asemotional benefits. When a customer is familiar with a brand or favors it incomparably to its competitors, this is when a corporation has reached a high level of brand equity.To sum up a brand is a set of marketing and communication methods that help to distinguish a company from competitors and create a lasting impression in the minds of customers. The key components that form a brand’s toolbox include a brand’s identity, brand communication (such as by logos and trademarks), brand awareness, brand loyalty, and various branding (brand management) strategies. A brand (or marque for car model) is a name, term, design, symbol or other feature that distinguishes one seller's product from those of others. Brands are used in business, marketing, and advertising.5. The importance of building a brand in todays’ global market5.1 winning customers’ loyaltyConsumers tend to favor and develop a high degree of loyalty to brands they know they can trust. This requires establishing and communicating a brand promise and building a customer experience that upholds the promise consistently at every stage of the purchase cycle.Trust comes with confidence in the underlies that define the brand: quality, responsiveness, experience, credibility and innovation. It’s not just personal experience that shapes the consumer’s trust and expectations that a brand will deliver. Strong brands create evangelists who are not shy about sharing their stories. Those types of peer endorsements are extremely powerful ways of virally building a brand’s trust factor.When people are familiar with brands, they are more inclined to favor them – provided there are positive associations inherent to that familiarity. The visual representations are important. The look and feel that distinguish the brand, from colors to logo to the name of the brand itself, need to be consistent and easily recognized. This creates a comfort and confidence in the product orservice that the brand represents. It can also help differentiate the brand from the increasing number of competitors in a crowded marketplace.5.2 winning new marketThe world has come online and there are many new markets and a growing middle class in places like India, China, Brazil, Russia, South Africa, Nigeria, Indonesia and in many more places. These consumers buy brands. They buy premium brands. The best branding today is based on a strong idea. The best brands have remarkable creativity in advertising to help them break through people’s wall of indifference to create brand heat and product lust. Case in point the recent turn around of Chrysler and it’s reliance on marketing and advertising. Or look at the reinvention of Levis. And a final example is this campaign by my own agency which has helped reenergize one of America’s great iconic brands Jim Beam.5.3 Outliving product cyclesBrands are psychology and science brought together as a promise mark as opposed to a trademark. Products have life cycles. Brands outlive products. Brands convey a uniform quality, credibility and experience.Nowadays if you want to create new brands at New York City advertising agency StrawberryFrog, you have fewer brand names to choose from. The Pharmaceutical Industry has patented everything under the sun for new medications. This makes existing brands, with their strong, well-known names and credibility more valuable. It also means creating a new vibrant brand is a challenge which requires a sophisticated strategy. It is not just about a product and a name, it’s about a lot more.The sophisticated strategy is a cultural movement strategy. I believe that building brands now requires a cultural movement strategy as opposed to simply a brand building strategy. A cultural movement strategy can accelerate your brand’s rise to dominance. Once you have cultural movement, you can do anything in a fragmenting media environment, maximizing the power ofsocial media and technology. The world has changed. We are now living in the age of uprisings and movements. Now building brands has become a lot less expensive and smart brands can take advantage of new tools and rocket up there globally, very fast.In the face of the current economic challenges, it’s worth noting that brands do better in tough times compared to unbranded products. Brands outlive product cycles. And in these challenging times, there are still great brands being built. Brand owners still recognise opportunity and their brands will thrive in the years ahead. Brands such as H&M of Sweden, or Tesla a great new car brand, as well as new names such as Tom’s Shoes, Honest Tea, and a rising brand from Florida called European Wax Center which Inc. Magazine named a company to watch.5.4 Adding the value of a companyBrands are valuable. Many companies put the value of their brand on their balance sheet.When Tata Motors of India bought Jaguar and Range Rover from Ford, what did they buy? Factories? Raw Materials? Employees? No Goldman Sachs and Morgan Stanley helped Ford sell the brands to Tata for $2.56 billion, and the brands were worth more than all other ingredients combined.Likewise, when Kraft bought Cadbury for $19.5 Billion what did they buy? The chocolate? The factories? The recipes? The candy makers? No they bought the brands.And when Four Seasons Hotels, Inc., a Canadian-based international luxury, five-star hotel management company, sold itself to Bill Gates and and Prince Al-Waleed bin Talal of Saudi Arabia for $3.8 billion what did they buy? Locations ? Restaurants? Staff ? Beach front property? No they bought the brand.The list goes on with many examples such as InBev acquiring Budweiser to add to their house of brands that includes Stella, Becks and Labatt. Or GeeleyMotors of China acquiring cult Swedish Auto brand Volvo. Or Mahindra of India buying Ssangyong, Korea’s third largest car company.Branding is fundamental. Branding is basic. Branding is essential. Building brands builds incredible value for companies and corporations.If you are still not convinced, let me give you another example. The dollar is a world brand. In essence it is simply a piece of paper. But branding has made it valuable. All the tools of marketing and brand building have been used to create its value. On the front you will find the owner of the brand: the Federal Reserve. There is a testimonial from the first President of the United States, George Washington. There is a simple user’s guide: “This note is legal tender for debts public and private.” And if you’re still not convinced, the owner has added the all important emotional message: “In God We Trust”. The dollar is a world brand. It confers a uniform value globally. But as I said it’s really just a piece of paper. Branding has made it worth something.6.ConclusionNo branding, no differentiation. No differentiation, no long-term profitability. People don’t have relationships with products, they are loyal to brands. In a movement strategy, brands have a purpose that people can get behind. Brands can inspire millions of people to join a community. Brands can rally people for or against something. Products are one dimensional in a social media enabled world; brands are Russian dolls, with many layers, tenents and beliefs that can create great followings of people who find them relevant. Brands can activate a passionate group of people to do something like changing the world. Products can’t really do that.In today’s world, branding is more important than ever. What a company need to do is to analyze the global market, clear your brand positioning and try to build a successful brand.Due to limit of time and the length of the article I cannot study and expound how to build a successfully, hopefully, I will finish the work in the following days.Name徐溧School No.030413136Subject Difficulty 10%Work Load 10%Structure 20%Contents 30%Language 20%Layout 10%Total。
商务英语阅读 Business English Reading
Google Corporate Culture (Cont.)
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Google员工可骑乘电动滑板车往来于办公室之间， 也可以带着心爱的狗儿来上班，只要宠物不乱跑、不大 叫就都可以带到公司来。如果工作累了，还可以带宠物 到外面的草地上一起享受一下阳光和运动。工作时间可
以随时洗澡、健身、打甚至游泳，到处可见 免费的食物和饮料等等。
恶意收购实质收购方不够被收购公司董事会和经理 层的利益和苦衷，既无事先沟通，也鲜有警告，直 接在市场上展开标购，诱引被收购公司股东出让股 份。
恶意收购的价格常高出市价很多，而且结果具有很 大的不确定性。
Foreign Language Teaching and Research Press
Text B
现在，邮购业务更多地借助专业杂志、电视 直销、专业网站等媒体力量。
Foreign Language Teaching and Research Press
Text B
Business English Reading
Term Study
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Flexitime 弹性工作时间制
A system in which employees can start and finish work at different times each day, provided that each of them works a certain number of hours in a week or month.
Google规定员工可以拿出20％的上班时间做自己工 作之外的事情。结果在私人时间，大家反而创意勃发，有 很多产品就是在这20％的时间内做出来的，当然创意必 须卖给Google。
Foreign Language Teaching and Research Press
商务英语阅读
商务英语阅读Business English reading mainly involves understanding the business documents, such as contracts, emails, memos, reports, and other forms of written communication. It is important to understand the purpose of the document, the terminology used, and the context of the situation.In order to improve business English reading skills, it is important to read extensively. Reading newspapers, magazines, and books related to business topics can help to increase one's vocabulary and comprehension. Additionally, using online resources such as business English websites and blogs can help to expand one's knowledge of the language.In addition to reading, it is also important to practice writing business documents. This can help to improve one's understanding of the language and its usage in different contexts. Writing practice can also help to improve one's grammar and spelling.Finally, it is important to participate in business English conversations. This can help to increase one's confidence in speaking the language, as well as to gain a better understanding of the nuances of the language. Listening to business English podcasts and watching business English videos can also help to improve one's comprehension of the language.。
商务英语阅读教程2——英译汉
商务英语阅读教程2——英译汉Business English Reading Tutorial 2 - English to Chinese TranslationOriginal English Text:Translation in Chinese:工作场所的有效沟通有效沟通对任何商业组织的成功至关重要。
它在促进积极的工作环境、增强团队合作和提高总体生产力方面起到了关键作用。
在今天快节奏的商业世界中，有效沟通技巧比以往任何时候都更重要。
有效沟通的关键之一是清晰。
必须清晰准确传达信息，以确保没有误解的空间。
这可以通过使用简单明了的语言，避免可能会让听众困惑的行话或技术术语来实现。
重要的是要意识到接收者的理解水平，并相应地调整沟通方式。
除了清晰度外，积极倾听是有效沟通的另一个关键要素。
聆听他人的想法和关切有助于建立信任和融洽关系。
它还可以提供更好的问题解决和决策能力。
积极倾听包括全神贯注地听讲者说话，保持眼神交流，并提供反馈或提问以显示兴趣和理解。
有效沟通还涉及非语言暗示，如肢体语言、面部表情和语调。
这些非言语暗示可以传递情感、意图和态度，而仅凭文字可能无法表达。
了解自己的非语言沟通并能够阅读和解释他人的非语言暗示可以极大地增强沟通效果。
在技术时代，电子沟通已成为工作场所沟通的重要组成部分。
虽然电子邮件、即时消息和视频会议提供了便利和效率，但它们不能取代面对面的互动。
在虚拟和面对面沟通之间保持平衡是确保信息有效和有意义交流的关键。
最后，反馈对于有效沟通至关重要。
建设性的反馈帮助个人了解自己的长处和弱点，使其能够提高自己的沟通技巧。
反馈应具体、及时和可操作，才能发挥作用。
它应该关注行为或行动，并避免个人批评。
总之，有效沟通对任何商业组织的成功至关重要。
它涉及到清晰度、积极倾听、非语言暗示、电子和面对面沟通的平衡以及建设性反馈。
通过发展和实践这些技能，个人可以成为更有效的沟通者，并为积极和富有成效的工作环境做出贡献。
商务英语阅读 英文
商务英语阅读英文Business English ReadingThe world of business is constantly evolving, and the ability to effectively communicate in English has become increasingly crucial for success. As the global economy continues to expand, the demand for professionals who can navigate the complexities of international business communication has never been higher. This is where the importance of mastering business English reading skills comes into play.Effective business English reading encompasses the ability to comprehend and analyze a wide range of materials, from financial reports and market analyses to negotiation strategies and corporate policies. It requires a deep understanding of industry-specific terminology, as well as the ability to extract key information and draw meaningful conclusions from complex written materials.One of the primary benefits of developing strong business English reading skills is the ability to stay informed and up-to-date on the latest industry trends and developments. By regularly reading and comprehending business-related literature, professionals can gain acompetitive edge, make more informed decisions, and position themselves as valuable assets within their organizations.Moreover, the ability to read and understand business English documents can facilitate seamless cross-cultural communication and collaboration. In a global business landscape, where teams and stakeholders often span multiple countries and languages, the capacity to accurately interpret and respond to written communications can be a game-changer.Effective business English reading skills also contribute to more efficient decision-making processes. By quickly and accurately extracting relevant information from various sources, professionals can make more informed and strategic choices, leading to better outcomes for their organizations.To cultivate strong business English reading skills, it is essential to adopt a multifaceted approach. This may include regular exposure to business-related literature, such as industry publications, case studies, and academic journals. Additionally, actively participating in professional development programs, attending conferences, and engaging in peer-to-peer discussions can further enhance one's understanding of business English and its practical applications.Another key aspect of developing business English reading skills isthe ability to critically analyze and synthesize information. This involves not only comprehending the written content but also identifying underlying themes, evaluating the credibility of sources, and drawing informed conclusions. By honing these analytical skills, professionals can make more strategic and well-informed decisions that contribute to the overall success of their organizations.In conclusion, the mastery of business English reading skills is a crucial component of professional development in the modern business landscape. By staying informed, communicating effectively, and making more strategic decisions, professionals who excel in this area can position themselves as valuable assets and drive the growth and success of their organizations. As the global economy continues to evolve, the importance of business English reading skills will only continue to grow, making it a vital investment in one's career and professional development.。
Business English Reading
商务英语的语言特点
1.outstanding 本意是“杰出的”，在商务英语 意为?‖； 2.instrument 本意是“仪器，乐器”， 在商务英语中意为?； 3.average本意是“平均数”，在商务英语中意 为是?； 4.security本意是“安全”，在商务英语中则意 为?
商务英语的语言特点
提高商务英语阅读能力的方法和途径
分析长句的基本方法如下： （2）明确句间关系 明确句间关系是并列关系还是复合主从关系。很多 长难句往往是以并列句和复合句的形式出现的，在 并列句中各分句同等重要，没有轻重主次之分。通 常用冒号和逗号隔开或是用and，but，or，nor等并 列连词隔开各个分句。复合句各分句间是主从关系 ，从句一般在主句间作一个成分（定语，表语，主 语，状语，同位语，宾语），主从句一般用关联词 结合在一起。如that, which, whose, who, when等 。
商务英语的语言特点
七、很多涉及贸易和WTO 的词汇 贸易是商务极其重要的一个方面， Import Quota(进口配额)，Protective tariff(保护 性关税)，Subsidy(补贴)，Insurance policy(保险单)，Certificate of origin（原产地 证明），IPR Intellectual Property Rights (知 识产权)，MTA Multilateral Trade Agreements (多边贸易协定)。
商务英语的句式
因为商务交流简洁、清晰和省时，所以为了使意思 表达清楚，句子有时偏长，但句式基本固定，语言 简明，辞藻较少，所涉及的语法项目较少，虚拟语 气，倒装等语法项目在商务题材的文章的出现频率 较低。 长句较多，句子结构相对复杂，常使用短语，从句 来限定说明成分，形成较冗长的句子，有时甚至一 个句子就可单独成段。 熟悉并掌握以上这些商务英语语言特点,在阅读过程 中根据上下文不同的语境、词语不同的搭配加以理 解,有利于提高商务英语阅读效率
商务英语阅读2-2
Business English Extensive Reading (2)商务英语阅读（2）Ⅰ. Reading ComprehensionDirections: Choose the correct answers according to the information given from the passeges. Read the passages through carefully before making your choices. Please mark the corresponding leter for each item on Answer Sheet.Passage One: Questions 1 to 5 are based on the following passage．It is , everyone agrees, a huge task that the child performs when he learns to speak, and the fact that he does so in so short a period of time challenges explanation.Language learning begins with listening. Individual children vary greatly in the amount of listening they do before they start speaking, and late starters are often long listeners. Most children will "obey" spoken instructions some time before they can speak, though the word obey is hardly accurate as a description of the eager and delighted cooperation usually shown by the child. Before they can speak, many children will also ask questions by gesture and by making questioning noises.Any attempt to trace the development from the noises babies make to their first spoken words leads to considerable difficulties. It is agreed that they enjoy making noises, and that during the first few months one or two noises sort themselves out as particularly indicative of delight, distress, sociability, and so on . But since these cannot be said to show the baby's intention to communicate, they can hardly be regarded as early forms of language.It is agreed, too, that from about three months they play with sounds for enjoyment, and that by six months they are able to add new sounds to their repertoire This self-imitation leads on to deliberate imitation of sounds made or words spoken to them by other people. The problem then arises as to the point at which one can say that these imitations can be considered as speech.1.By "....challenges explanation" (Line 2, Para.1) the author means that ______.A)no explanation is necessary for such an obvious phenomenonB)no explanation has been made up to nowC)it's no easy job to provide an adequate explanationD)it's high time that an explanation was provided2. The third paragraph is mainly about _________A)the development of babies' early forms of languageB)the difficulties of babies in learning to speakC)babies' strong desire to communicateD)babies' intention to communicate3. The author's purpose in writing the second paragraph is to show that children _______.A)usually obey without asking questionsB)are passive the process of learning to speakC)are born cooperativeD)learn to speak by listening4.From the passage we learn that _______-A)early starters can learn to speak within only six monthsB)children show a strong desire to communicate by making noisesC)imitation plays an important role in learning to speakD)children have various difficulties in learning to speak5.The best title for this passage would be _______.A)How Babies Learn to SpeakB)Early Forms of LanguageC)A Huge Task for ChildrenD)Noise Making and Language LearningPassage Two Questions 6 to 10 are based on the following passage．New technology links the world as never before. Our planet has shrunk. It’s now a “global villa ge” where countries are only seconds away by fax or phone or satellite link. And, of course, our ability to benefit from this high-tech communications equipment is greatly enhanced by foreign language skills.Deeply involved with this new technology is a breed of modern businesspeople who have a growing respect for the economic value of doing business abroad. In modern markets, success overseas often helps support domestic business efforts.Overseas assignments are becoming increasingly important to advancement within executive ranks. The executive stationed in another country no longer need fear being “out of sight and out of mind.” He or she can be sure that the overseas effort is central to the company’s plan for success, and that promotions often follow or accompany an assignment abroad. If an employee can succeed in a difficult assignment overseas, superiors will have greater confidence in his or her ability to cope back in the United States where cross-cultural considerations and foreign language issues are becoming more and more prevalent (普遍的).Thanks to a variety of relatively inexpensive communications devices with business applications, even small businesses in the United States are able to get into international markets.English is still the international language of business. But there is an ever-growing need for people who can speak another language. A second language isn’t generally required to get a job in business, but having language skills gives a candidate the edge when other qualifications appear to be equalThe employee posted abroad who speaks the country’s principal language has an opportunity to fast-forward certain negotiations, and cam have the cultural insight to know when it is better to move more slowly. The employee at the home office who can communicate well with foreign clients over the telephone or by fax machine is an obvious asset to the firm.6. What is the author’s attitude toward high-tech communications equipment?A) Critical. C) Indifferent.B) Prejudiced. D) Positive.7. With the increased use of high-tech communications equipment, businesspeople ______.A) have to get familiar with modern technologyB) are gaining more economic benefits from domestic operationsC) are attaching more importance to their overseas businessD) are eager to work overseas8. In this passage, “out of sight and out of mind” (Lines 2-3, Para. 3) probably means ____.A) being unable to think properly for lack of insightB) being totally out of touch with business at homeC) missing opportunities for promotion when abroadD) leaving all care and worry behind9. According to the passage, what is an important consideration of international corporations in employing people today?A) Connections with businesses overseas.B) Ability to speak the client’s language.C) Technical know-how.D) Business experience.10. The advantage of employees having foreign language skills is that they can _______.A) better control the whole negotiation processB) easily find new approaches to meet market needsC) fast-forward their proposals to headquartersD) easily make friends with businesspeople abroadPassage Three Questions 11 to 15 are based on the following passage．Some pessimistic experts feel that the automobile is bound to fall into disuse. They see a day in the not-too-distant future when all autos will be abandoned and allowed to rust. Other authorities, however, think the auto is here to stay. They hold that the car will remain a leading means of urban travel in the foreseeable future.The motorcar will undoubtedly change significantly over the next 30 years. It should become smaller, safer, and more economical, and should not be powered by the gasoline engine. The car of the future should be far more pollution-free than present types.Regardless of its power source, the auto in the future will still be the main problem in urbantraffic congestion (拥挤). One proposed solution to this problem is the automated highway system.When the auto enters the highway system, a retractable (可伸缩的) arm will drop from the auto and make contact with a rail, which is similar to those powering subway trains electrically. Once attached to the rail, the car will become electrically powered from the system, and control of the vehicle will pass to a central computer. The computer will then monitor all of the car's move-ments.The driver will use a telephone to dial instructions about his destination into the system. The computer will calculate the best route, and reserve space for the car all the way to the correct exit from the highway. The driver will then be free to relax and wait for the buzzer (蜂鸣器) that will warn him of his coming exit. It is estimated that an automated highway will be able to handle 10,000 vehicles per hour, compared with the 1,500 to 2,000 vehicles that can be carried by a present-day highway.11. One significant improvement in the future car will probably be________.A) its power source C) its monitoring systemB) its driving system D) its seating capacity12. What is the author's main concern?A) How to render automobiles pollution-free.B) How to make smaller and safer automobiles.C) How to solve the problem of traffic jams.D) How to develop an automated subway system.13. What provides autos with electric power in an automated highway system?A) A rail. C) A retractable arm.B) An engine. D) A computer controller.14. In an automated highway system, all the driver needs to do is _______.A) keep in the right laneB) wait to arrive at his destinationC) keep in constant touch with the computer centerD) inform the system of his destination by phone15. What is the author's attitude toward the future of autos?A) Enthusiastic.C) Optimistic.B) Pessimistic. D) Cautious.Passage Four Questions 16 to 20 are based on the following passage．Henry Ford, the famous U.S. inventor and car manufacturer, once said, ‘The business of America is business.” By this he meant that the U.S. way of life is based on the values of the business world.Few would argue with Ford’s statement. A brief glimpse at a daily newspaper vividly shows how much people in the United States think about business. For example, nearly every newspaper has a business section, in which the deals and projects, finances and management, stock prices and labor problems of corporations are reported daily. In addition, business news can appear in every other section. Most national news has an important financial aspect to it. Welfare, foreign aid, the federal budget, and the policies of the Federal Reserve Bank are all heavily affected by business. Moreover, business news appears in some of the unlikeliest places. The world of arts and entertainment is often referred to as “the entertainment industry” or “show business.”The positive side of Henry Ford’s statement can be seen in the prosperity that business has brought to U.S. life. One of the most important reasons so many people from all over the world come to live in the United States is the dream of a better job. Jobs are produced in abundance (大量地) because the U.S. economic system is driven by competition. People believe that this system creates more wealth, more jobs, and a materially better way of life.The negative side of Henry Ford’s statement, however, can be seen when the word business is taken to mean big business. And the term big business—referring to the biggest companies, is seen in opposition to labor. Throughout U.S. history working people have had to fight hard for higher wages, better working conditions, and the right to form unions. Today, many of the old labor disputes are over, but there is still some employee anxiety. Downsizing—the laying off of thousands of workers to keep expenses low and profits high -- creates feelings of insecurity formany.16. The united States is a typical country ______.A) which encourages free trade at homes and abroadB) where people’s chief concern is how to make moneyC) where all businesses are managed scientificallyD) which normally works according to the federal budget17. The influence of business in the U.S. is evidenced by the fact that ______.A) most newspapers are run by big businessesB) even public organizations concentrate on working for profitsC) Americans of all professions know how to do businessD) even arts and entertainment are regarded as business18. According to the passage, immigrants choose to settle in the U.S., dreaming that ______.A) they can start profitable businesses thereB) they can be more competitive in businessC) they will make a fortune overnight thereD) they will find better chances of employment19. Henry Ford’s statements can be taken negatively because ______.A) working people are discouraged to fight for their rightsB) there are many industries controlled by a few big capitalistsC) there is a conflicting relationship between big corporations and laborD) public services are not run by the federal government20. A company’s efforts to keep expenses low and profits high may result in ______.A) reduction in the number of employeesB) improvement of working conditionsC) fewer disputes between labor and managementD) a rise in workers’ wagesⅡ. CloseDirections: In this section, there is a passage with 10 blanks. You are required to select one word for each blank from a list of choices given in a word bank following the passage. Read the passage through carefully before making your choices. Each choice in the blank is identified by a letter. Please mark the corresponding leter for each item on Answer Sheet. You may not use any of the words in the bank more than once.It is a typical day at the office----a senior manager is away when an urgent letter arrives from one of her clients．Meanwhile someone has discovered that the wrong price list has been sent out and half of the last mailshot has been returned because the addresses are out of date．After a lot of time and effort has been __1__ sorting out all these problems，someone asks why the new computer system didn’t __2__ all of this from happening．Unfortunately，such problems are __3__．One firm which used to have __4__ computer problems is Brinkman Levis，a professional services firm．David Callaghan，a partner at the firm，__5__：“The initial problem for us was that we had all this information on computers around the office but didn’t know what to do with it．”Finally, Brinkman Lewis decided to __6 __ a network linking all the machines in the office．Rather than simply asking one of the senior managers to accept responsibility for information technology，the firm brought in __7__ Zoe Edlington to plan the development of its network．She began by upgrading the __8__ telephone system so it could be integrated with the computers to provide closer links between the members of the firm．She then began finding other ways in which the information already on the network could be used more __9__．The strategy worked．The company soon realized that there could be a market for sucha __10__，and before long Zoe Edlington was head ofthe firm’s new network consultancy business．A) prevent B) effectively C) frustrate D) existing E) explains F) spent G) serious H) competently I) authority J) general K) specialist L) common M) introduce N) ongoing O) solutionⅢ. Word ExerciseDirections: Complete each of the following sentences with a suitable word. The first letter and the Chinese meaning are given. Please write the missing letters for each item on Answer Sheet. 1.All of them fulfilled the q___________(资格) for registering to vote in thepresidential election.2.In 1993 convertible b________(债券) appeared, convertible into common shares.One successful example is the Shanghai Pinkerton Float Glass Plant.3.The m____________(货币的) value of most coins exceeds the amount you wouldget by melting them down and selling off the metals they contain.4.Our firm is s___________(赞助) three engineering students at the university.5.This is the best price we can q___________(报价) you.6.In accounting the term d_____________(记入借方) means to enter a sum on the left-handside of an account or accounting ledger.7.Leading industrial e____________(股权) were fairly firm on selective demand today,although the best prices were not always maintained.8.Some people predict that the sales of portable computers will surpass the sales ofd______________(台式计算机) in a few years.9.An i_____________(存货清单) of property or goods tells how many there are ofeach article and what they are worth.10.The use of money ---- any c________(商品) generally accepted in payment forgoods, services, and debts ---- makes the trading process simpler and more efficient.11.Can you show me the w________(担保书) of the car?12.The economic r_________(衰退) in the past few years has caused a lot ofunemployment in that country.13.They sell lipstick and a whole range of other c_____________(化妆品).14.To some consumers, the country of origin or m_______(生产厂家) of productsand services may indicate superior or poor quality.15.She gets a c_______(佣金) of 10% on all the sales she makes.Part two: Directions:Please translation the following sentences into Chinese. Writethe Chinese version on the Answer Sheet.1. Durable goods have physical qualities and uses that permit them to last arelatively long time, even while being used.2.Unless you inherit the family business or invent a best-selling product while youare still in college, you will eventually have to search for your first full-time, career-field job.3. Dell has decided not to target retail buyers, who account for only about 10% ofDell’s China sales.4. As consumers’incomes and buying habit change, or as prices drop, goods shiftfrom one classification to another.5. Newspaper, too, have attempted to make advertising more attractive to small firmsby offering special full page advertisements featuring the messages of several different firms.。
商务英语阅读(专业篇) unit 4
The All Risks policies bore on their face: "Warranted that this is a container load shipment". This gave rise to the second main line of defence. Pursuant to section 33(3) of the Marine Insurance Act2 1906, a promissory warranty is a condition which must be exactly complied with whether or not it is material to the risk. Otherwise, the insurer is discharged from liability as from the date of the breach of warranty.
商务英语阅读第一册上Unit
商务英语阅读第一册上Unit的PPT大纲是一个包括了很多重要主题的全面指南， 旨在帮助学习者有效地掌握商务英语的阅读和沟通技巧。
Introduction to Business English Reading
1 Mastering Reading Skills
Learn essential techniques and strategies for effective business English reading.
Learn essential business vocabulary and idiomatic expressions for effective communication in professional settings.
Idioms in Context
Explore idiomatic expressions commonly used in business English and understand their appropriate usage.
3
Writing for Different Audiences
Adapt your writing style and tone to effectively communicate with diverse business stakeholders.
Writing Business Emails and Memos
Etiquette and Formality
Understand the etiquette and formalities involved in writing business emails and memos.
商务英语阅读第一册上U
Business Contract Reading
To ensure compliance with terms and conditions
Identify the parties involved and their roles
Key Points in Reading a Business Contract
Vocabulary Building
Active Learning
Expand your vocabulary by learning common business terms, vocabulary, and phrases used in different business contexts
Definition
Business English is a specialized subset of English used in business and commercial contexts It encompassed the language of international trade, finance, marketing, management, and other business related fields
Purpose of Reports To provide information about a project or topic
To make recommendations for future actions
Business Report Reading
To document processes or procedures
02
Fundamentals of Business English
《商务英语阅读》课件
Business English reading has the characteristics of professionalism, practicality, and cross-cultural communication, requiring readers to have a high level of language proficiency, business knowledge, and cross-cultural communication skills.
Select different types of business reports, such as market analysis reports, financial reports, project reports, etc., to help students fully understand the structure and content of business reports.
Background knowledge
The onging process of expanding one's vocabulary through exposure to new words and their contextual usage A rich vocabulary improves comprehension and supports effective communication in business English
Collaborative learning
Collaborate with classmates, colleagues, or mentors to improve business English reading skills through discussions, communication, and other means.
商务英语阅读作文模板
商务英语阅读作文模板Business English Reading Comprehension Template。
In today's globalized business environment, the ability to read and comprehend business English is a crucial skill for professionals. Whether it's reading financial reports, contracts, emails, or industry publications, having a strong command of business English can make a significant difference in one's career. In this article, we will explore the importance of business English reading comprehension and provide some tips for improving this essential skill.Importance of Business English Reading Comprehension。
Effective communication is the cornerstone of successful business operations, and reading comprehension is an integral part of it. In the business world, professionals need to be able to understand and interpret a wide range of written materials, including contracts, proposals, emails, and industry news. Without strong reading comprehension skills, individuals may struggle to grasp important information, leading to misunderstandings, errors, and missed opportunities.Furthermore, in today's digital age, much of the business communication happens through written channels such as emails, reports, and online documents. Being able to read and comprehend business English effectively is essential for staying informed, making informed decisions, and communicating clearly with colleagues, clients, and partners.Tips for Improving Business English Reading Comprehension。
商务英语阅读教程3
商务英语阅读教程3Business English Reading Course 3Unit 1: Sustainable Business PracticesIn today's global business landscape, sustainable business practices have become increasingly important. With growing environmental concerns and a greater emphasis on corporate social responsibility, companies are recognizing the need to adopt sustainable strategies. In this unit, we will explore some key concepts and examples of sustainable business practices.1. Definition of Sustainable Business PracticesSustainable business practices refer to strategies and actions taken by companies to minimize their negative impact on the environment and society, while also maximizing their long-term profitability. These practices aim to balance economic growth with social and environmental responsibility.2. Benefits of Sustainable Business PracticesBusinesses that adopt sustainable practices can enjoy several benefits. Firstly, they can enhance their reputation and brand image, as consumers are increasingly favoring companies that are environmentally and socially responsible. Secondly, sustainable practices can lead to cost savings through energy efficiency and waste reduction. Finally, these practices can help businesses comply with environmental regulations and mitigate the risk of legal issues.3. Examples of Sustainable Business Practicesa) Renewable Energy: Many companies are investing in renewable energy sources such as solar and wind power to reduce their reliance on fossil fuels. By generating their own clean energy, they can lower their carbon footprint and decrease their energy costs.b) Waste Management: Implementing effective waste management systems can help companies reduce their environmental impact. This includes recycling, composting, and responsibly disposing of waste materials. Some companies even turn waste into a resource through initiatives like upcycling or converting it into biofuel.c) Supply Chain Management: Sustainable businesses prioritize suppliers who follow ethical and sustainable practices. Through careful selection and regular monitoring, they ensure that their supply chain is free from unethical labor practices or unsustainable sourcing. This enables businesses to minimize their social and environmental impact throughout their entire value chain.d) Stakeholder Engagement: Companies engage with their stakeholders, including employees, customers, and local communities, to foster positive relationships and address their concerns. This can involve community outreach programs, collaborative partnerships, and open dialogue to gain valuable feedback and ensure a sustainable business model.4. Case Study: PatagoniaPatagonia, an outdoor clothing and gear company, is renowned for its commitment to sustainability. They have implemented various sustainable business practices, including:- Product Lifecycle: Patagonia encourages customers to repair their items instead of buying new ones through their "Worn Wear" initiative. They also provide free repair guides to extend the lifecycle of their products.- Transparency: Patagonia publishes information about their supply chain, including the factories where their garments are produced. This allows customers to make informed decisions about their purchases.- Environmental Activism: The company actively supports environmental causes and campaigns for the protection of natural resources. They donate a portion of their sales to grassroots environmental organizations.Through these actions, Patagonia has built a strong brand image as a socially and environmentally responsible company, attracting customers who align with their values and commitment to sustainability.Overall, sustainable business practices are not only beneficial for the environment and society but also contribute to a company's long-term success. As companies increasingly recognize the importance of sustainability, incorporating these practices into their operations will become crucial for their competitiveness and growth.。
商务英语合资合同中英文对照-Business-English-Reading
Joint Venture ContractThis contract is made on the Tuesday of December 5th, 2010…betweenShanghai Building Materials Import & Export Corporation organized under the laws of the People's Republic of China，having its principle office at …，Shanghai, the P eople’s Republic of China (hereinafter called Party A) of the First Part.andThe Global Construction Supplies Company organized under the laws of the USA，having its principle office at … Ohio，USA, （hereinafter called Party B) of the Second Part.合资经营合同按照中华人民共和国法律组成的上海建筑材料进出口公司，其总公司在中华民共和国，上海市，……为第一方（以下简称甲方)与受制于美国法律的环球建筑物资供应公司，其总公司在美国，俄亥俄州，……为第二方（以下简称乙方）于2010年12月5日订立本合同。
RecitalsWHEREAS Party A desires to use Party B `s technology and trademark to manufacture and sell Road Marks in China and overseas markets;WHEREAS Party B desires to co—operate with Party A to manufacture and sell Road Marks in China and overseas markets，andWHEREAS both parties consider these objectives can best be achieved by the formation of a joint venture company under the relevant laws，rules, and regulations of the People’s Republic of China；NOW THEREFOR，in consideration of the premises and the covenants described hereinafter，Party Aand Party B agree as follows：情况说明鉴于甲方愿意用乙方的技术和商标制造道路反光镜，并在中国和海外市场进行销售。
《商务英语阅读》ppt课件
16
“hard landing”
• The risk of hard landing of China‘s economy is not foreseen at a Group of Twenty (G20) ministerial meeting as the country has seen increasing vitality, Chinese Finance Minister Lou Jiwei said Saturday.
• “We see a lot of new players, like hedge funds, as well as corporates, who use the renminbi for hedging purposes,” said Ms Wang, who added that central banks and private bank clients had also shown strong interest.
What do I know or do not know about the subject before I read? Know: renminbi, UK, previous trade of renminbi in UK Don’t know: reasons
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Business English reading
I have learned a lot in the Business English Reading classes. This course mainly analyses business stratages during the development of some famous companies, and introduces some main influencial factors.
We talked about P&G Company at the very beginning. P&G is a well-known and successful company all over the world. It produces various products of different brands, for example VS, Pantene, OLAY, Crest, Pampers, Safeguard, Tide, Whisper and Gilllete and so on. These products are trusted generally by consumers and used almost in each family. P&G is a successful example in the same kind of company absolutely.
However, it is not easy to gain the big success. It has ever been in danger of becoming another Eastman Kodak Co., a once great company that had lost its way. Thank to Lafley, the current CEO, taking some effective measures, the P&G could get through the trouble. Different with the former CEO, the first thing he told his managers when he took the job was just what they were thinking: focus on selling the company’s major brands, instead of trying to develop new brands. He has replaced more than half of the company’s top 30 officers and cut 9,600 jobs. And he has move more women into senior positions. He wants a focused, flexible company, that’s why he does all the things. To reach this goal, he has adopted the policy of outsourcing: he outsourced P&G’s information-technology operation to Hewlett Packard Co.. As to sales, Lafley suggests that they should remain the biggest retailer Wal-Mart stores, and develop more wholesalers to promote sales quotas. All these correct decisions owe to Lafley’s significant cognition and well preparation.
Of course, there are many other successful examples. Too much factors can have effects on a company’s destiny.Of all the factors, the most important is the ability of leadership in management and decision making. Leadership includes the top leaders, CEO or president or general manager, and managers of each department. These leaders can be regarded as the main body of a company, so the quality of the body directly influences the whole company’s development. Every department has its own responsibility, only all departments work well can the whole company goes well. No matter what happened, capable leaders always catch up with proper methods to solve those problems to keep company running normally. Although sometimes it may be suffer a big shock, like economic crisis, good leadership must be able to negotiate a countermeature to avoid loss or reduce loss. This’s the most important function of leaders. Therefore, if we want to know whether a company can go further or not, we just need to realize what kind of leadershis it has.
In my opinion, if a company wants to become a success, it should have the following points: first, it is based on quality-reliable products; second, it should win a good credit by considerate service and reasonable products price; third, keep communicating with consumers in order to know what the product that consumers really want is; forth, it should have an outstanding leading group to manage the company. For this reason, I think P&G is really an example of success.。