工商管理专业外语翻译

The concert of utility效用概念

Economists first began to analyze consumer behavior over a century ago when it was fashionable in psychological circles, to assert that much of human behavior could be explained by people’s desire to realize as much “pleasure” and to avoid as much “pain” as possible. The pleasure-pain doctrine was quickly borrowed by economists and applied to the sphere of consumer expenditures in what became the first systematic theory of motivated consumer behavior; the basic economic thesis was that rational consumers would ,quite intentionally ,manage their purchases of goods and services so as to realize the greatest possibleamountofoveralltotal“satisfaction”.Eco nomistslabeledthewant-satisfying power of goods and services as “utility”.

经济学家最开始研究消费者行为学是在一个多世纪前当心理学界流行一种说法：人们的很多行为可以解释为人们为了尽可能获得更多的幸福、规避更多的痛苦而做的努力。这种苦乐心跳很快便被经济学家借用了并运用于消费者的消费行为中并使之成为解释消费者行为的第一个系统理论：基础的经济论点是理智的消费者会有意识的管理他们对于商品和服务的消费来时总体满意度最大。经济学家把人们对商品和服务的需求与满足称为“效用”。

How markets function市场如何发挥作用 A critical part of examining the market for a product is the structure of competition—whether there are many or few sellers in the industry. The terms “many”and “few” are delineated not so much by the numbers of firms as by the competitive interaction among firms. There are “many”sellers of a product when no one firm has a big enough volume of business or enjoys high enough standing as a market leader for the remaining firms to react to its action. Each firm is small enough and insignificant enough in the context of the whole market that it is virtually an anonymous entity, hidden by sheer numbers from the watchful eyes of other firms. In contrast, we say there are “few”sellers of a product whenever the actions of any one firms will be noticed and reacted to by rival sellers. “Few”means few enough so that firms find it imperative to follow each other’s moves closely. Fewness of sellers also means that each firm is large relative to the size of the market in which it operates; often, when firms are few in number each firms is large in absolute size a well. The single-firm industry,or monopoly, is the limiting case of fewness.考核一种商品市场的关键是它的竞争结构——在这个行业中有很多还是很少卖家。这里的“多”与“少”不仅是看企业的数目，更重要的是看企业间的竞争活动。一种产品有很多卖家是说没有哪家企业有足够大的市场份额，或者作为市场领导者高高在上，使得其余的卖家只能对它已有的行动做相应的反应。在整个市场范围内每一个企业都足够小或者足够不重要。实际上每一家都是淹没在众多企业中的小企业，不会引起其他企业的注意。反之，我们说一种产品的卖家很少是指每一个企业都被对手注意这，它的每个举动都会引起竞争对手的反应。“很少”是少到企业认为有必要彼此紧跟对方行动的程度。企业很少是说每个企业都与它所在的市场大小息息相关。一般而言，当企业的数目少时，每个企业的规模会相应的大，单一企业行业或者垄断是少有的极端事件。

1. Perfect competition---many sellers ofa standardized

product.2.Monopolisticcompetition--manysellersof adifferentiatedproduct3.Oligopoly---few sellers of either a standardized or a differentiated product.4.Monopoly---a single seller of a product for which there is no close substitute.

1．完全竞争——很多商家卖标准化的产品

2．垄断竞争——很多商家卖差异化的产品

3．寡头——少来那个商家生产出售相同或者差异商品4．完全垄断——一个商家卖某种产品，产品无相近替代品

Macroeconomic Policy宏观经济政策

Policy makers have at their command two broad classes of policies with which to affect the economy. Monetary policy is controlled by the Federal Reserve System (the Fed). The instruments of monetary policy are changes in the stock of money, changes in the interest rate——the discount rate——at which the Fed lends money to banks, and some controls over the banking system. Fiscal policy is under the control if the Congress, and usually is initiated by the