商务英语阅读Unit 4 International Marketing
商务英语综合教程第四册Unit 4 International Risks
entrant n. 进入者；新会员；参加竞赛者；新工作者 例：That's because only a few system calls can be safely called inside
2. Porter defines them as: threat of new entrants in the industry, threat of substitute goods and services, intensity of competition within the industry, bargaining power of suppliers, and bargaining power of consumers.
Exercise: I. Answer the following questions according to the text:
1. What is the main topic of the passage?
The topic of the passage is Risks in International Business.
2. What do you know about the international risks?
Just as there are reasons to get into global markets, and benefits from global markets, there are also risks involved in locating companies in certain countries. Each country may have its potentials; it also has its woes that are associated with doing business with major companies. Some of the rogue countries may have all the natural minerals but the risks involved in doing business in those countries exceed the benefits.
商务英语unit 4
Unit 41. 中东和平谈判正在进行当中。
武汉地铁正在建设当中。
2．客户对我们的服务感到非常满意。
3．对价格敏感的顾客喜欢去买一些减价品，而有品牌意识的顾客则重视产品的声誉。
4行业分析师说，食品零售业市场已达到饱和，企业必须开拓海外市场。
5．中国旅游业有很好的增长前景。
6．由于其较低的利率，这家银行吸收了巨大的顾客存款。
7．对中国地产业的长期盈利性还应打个问号。
8．厂商如果已牺牲产品质量为代价来增加利润的话，就会损害自己的品牌并造成很坏的公众影响。
A technological revolution is under wayA formal negotiation is under way.The subway is under construction.Your proposal is under considerationSelect goods / a select school/ a select group (number) ofBe happy with /aboutTake advantage of cut-price offersBe certain/sure/set to doRetail food market is saturated.Even when the market reaches saturation, the production process doesn’t stop.Prospect of growth / a bright prospect / a dim/ bleak prospectLarge supermarket chains/ chain storeTake over / hand overTake over 20 billion yuan of customer depositsI took over as the editor of the magazineInterest rates on savingsROI = return on investmentThere is a question market over long-term profitability. / feasibilityWiden margins and boost profitsThe effect is marginalMake marginal adjustmentThe new technology will boost the food production.This policy will be a great boost to economy.Boost the morale / confidence of the playersThis film/book has been boosted in Time recently.Create good/bad publicity / hurt the brand / build up a corporate imageDon’t share their fearsOwn-label car / real estate agent /He has no incentive /drive to improve his performance.Offer bonus points with every purchaseThese points add up to free air milesIt really pays to stay loyal to the brand.It pays to keep on the right side of your boss.Competitive edgeDirect / phone sellingThis price is really value for moneyOverheads / running costTurnover / personnel turnover / turnover rate of inventory1. which word is the odd one out?1) trademark brand copyright patent2) innovate stretch diversify extend3) target promote market advertise4) incentive benefit selling-point specification5) customer retailer end-user consumer6) bona fide authentic genuine counterfeit7) discontinue phase out launch recall8) global domestic worldwide international9) shelf-life life expectancy life insurance life cycle10) design name image reputation2. match the nouns then use them to complete the sentences below.Shelf brandLoyalty lifeThird marketOwn partyWindow awarenessMarket schemeRetail advantageCompetitive leaderBlack displayBrand outlet1) We produce fresh pasta so our products only have a short ________.2) We don’t make anything ourselves. We contract out to ______ manufacturers.3) The new ________ encourages customers to buy more of our goods.4) Every year billions of dollars worth of illegal software is sold on the _______.5) The new features will give us a _________ over our nearest rivals.6) Supermarkets sell their __________ products more cheaply than other brands.7) The TV advertisements really helped increase ________ and raise our profile.8) With 62% market share, they are clearly the __________ in this sector.9) With such a boring _________ , it’s no wonder people don’t go into the shop.10) We’re reducin g costs and cutting the number of _______ we sell through.e the following words to complete the email below.Feedback brand loyalty pricing policy premiumLoss-leader household name brand awarenessSamHere’s a quick summary of the market 1_______ on the S220. As expected, a lot of the sales are through existing customers, with 65% of them having upgraded to the S220, so 2_______ seems high. But only 15% of non-current customers had heard of the S220 series so we need to build up 3_________ . I mean 15% doesn’t exactly make the S220 a 4_________ , does it?I think we need to review our 5__________ and think about special promotional discounts and other targeted offers to help grow market share. I know the S220 cost a lot to de velop and I don’t want to turn it into a 7________ but I really think we’re charging too much of a price 8________ to establish a wide enough customer base.Let me know what you think.JulesA niche market /distributor / distribution channelMarketing and Sales●How are you going to promote construct x?●Well, first of all we’ll include it in the new catalogue.●OK. What about advertising?●We’re going to run a campaign in the press, but only in specialist publications. This is a nicheproduct.●Right. Are you going to do a mailing?●Yes, just a flier to our regular customers.●Will you offer them any kind of giveaway?●No, but there will be a discount on orders in the first thirty days●Sounds good.●Well, we’ll see.●Do you think we should focus mainly on the domestic market or go for overseas sales right at thebeginning?●I think domestic to start with. That way we don’t have to worry about distribution problems untillater.●I think I agree. What about pricing?●Well, this is a unique product, there’s no real competition, so it’s going to be fairly high-priced. Don’tyou think so?●Well, that sounds fair. Any thoughts about the package?●Standard ---- a hard case containing the discs and the manual. Technical drawings on the outside togive a precise, professional image.●Are you going to have any point-of-sale displays in computer shops?●Just a poster, using the same image as the packaging.●Well, it all sounds very good.●You’ll find all the details in the report.Point-of-saleSelling pointArouse public awareness of resources conservationReview 11. This ________ here shows exactly how our payment processing works.a) graph b) flow chart c) pie chart2. we had to get a bank _______ to finance the new machinery.a) credit b) finance c) loan3. the market was flooded with cheap _______ products from abroad.a) genuine b) bona fide c) counterfeit4. all our products come with a standard one-year _________.a) warranty b) shelf life c) contract5. the head of department will have to _________ the payment.a) authorise b) summarise c) analyse6. I’m afraid delivery will be late because we have a ________ of ordersa) back date b) batch c) backlog7. we don’t make any profit on it. We’re using it as a ________ to get market share.a) trademark b) loss-leader c) concession8. we’re paying ________ of about 6 % on our finance.a) tax b) penalties c) interest9. we’re moving our headquarters to a new ________ next month.a) leasehold b) location c) construction10. everyone agreed and it was a _________ decision.a) unanimous b) summary c) representative11. I hope the terms of the agreement are to your _________.a) satisfaction b) entertainment c) convenience12. tell the ______ we need to assess the damage before we can pay anything.a) end user b) broker c) claimant13. they’re going to streamline the management _______ to reduce costs.a) administration b) orientation c) structure14. I think the brand’s strong enough to ______ into financial services.a) diversify b) globalise c) innovate15. we’re going to start _______ our com puter systems in autumn.a) renovating b) upgrading c) constructing16. the new product features should give us a competitive ________.a) expectancy b) premium c) advantage17. we improved our ______ channels to get products into shops more quickly.a) distribution b) consignment c) transaction18. we’ll have to be very careful how we ________ suc a small budget.a) supervise b) allocate c) finance19. the company went bankrupt and called in the _____.a) auditors b) accountants c) receivers20. the major TV campaign should help to increase brand _________.a) feedback b) reputation c) awareness21. the contractor put in a _________ for the construction project.a) grant b) statement c) tender22. we put our savings into a high-interest ________ account.a) deposit b) deficit c) debit23. we work very hard at ________ good relationships with our customers.a) launching b) establishing c) negotiating24. we’re hoping to pay off the _______ credit by the end of the year.a) pending b) outstanding c) overdrawn25. supermarkets can maximize profits by selling _________ goods.a) third-party b) black market c) own-brand26. The motorways and new airport have improved the __________.a) capacity b) commuting c) infrastructure27. With a modest budget we had to go for the most ____________ plana) cost-effective b) sophisticated c) state-of-the-art28. They’ve got a good _________ of designing innovative products.a) analysis b) track record c) assessment29. We’re introducing a loyalty _________ with a points card system.a) scheme b) objective c) factor30. With all these new orders, we’re struggling to _________ demand.a) produce b) cater c) satisfy31. The trainee made a lot of mistakes due to a lack of adequate _________.a) brainstorming b) supervision c) control32. We produce locally to avoid the high import ___________.a) tariff b) bonus c) price33. We use a ________ firm to distribute our heavy machinery all over the UK.a) haulage b) courier c) public transport34. With _________ below 2 percent, prices haven’t increased for two years nowa) income tax b) depreciation c) inflation35. They _____ the product due to falling sales after 8 years on the market.a) recalled b) prevented c) discontinued36. You have to fill in two forms to claim back your travel _________.a) overheads b) expenses c) investments37. It all depend s on your _________ of view, doesn’t it?a) point b) type c) angle38. They took out a __________ tot stop other companies copying the design.a) warranty b) patent c) deed39. The__________ investment in the new factory caused financial problems.a) sensible b) suitable c) substantial40. Many _____ dotcom companies go bankrupt within 18 months.a) established b) start-up c) preliminary41. I have to report to my _________ every two weeks.a) chief executive b) company secretary c) line manager42. All 230 ________ stayed in the same hotel where the conference was held.a) members b) delegates c) guests43. My ________ takes care of all my correspondence and my diary.a) partner b) apprentice c) assistant44. Many UK supermarkets have _________ their brands into banking services.a) pushed b) diverted c) stretched45. The brand enjoys very high awareness ---- it’s pretty much a _______ name.a) household b) common c) universal46. Make sure the goods are all in order before you sign the _______ notea) advice b) cover c) delivery47. We have to submit our tax ________ to the tax office by 8 February.a) remittance b) return c) application48. I f sales don’t pick up, we’ll have to review our pricing ______.a) policy b) prediction c) value49. We need to freshen up the window displays at our retail _________.a) offices b) outlets c) facilities。
教学课件 商务英语阅读(第二版)王艳
Phrase Translation
Give the English equivalents to the following Chinese terms.
• 经济双赢 _____________ • 收入不平等 ___________ • 解雇工人 _____________ • 双边协议 _____________ • 市场准入 _____________
Phrase Translation
Give the English equivalents to the following Chinese terms.
• 关税壁垒 _____________ • 劳动生产率 _____________ • 生产要素 _____________ • 回归分析 _____________ • 世界经济复苏 _____________
Phrase Translation
Give the Chinese equivalents to the following English terms.
• full employment _____________ • in-depth analysis _____________ • free-trade agreement ___________ • product differentiation________ • determinative factor ____________
Sentence Translation
这一监控体系最终将取代美国政府对古巴雪 茄进口的上限。
墨西哥和美国之间的争执不会有任何作用， 并可能导致北美自由贸易协定中关税解除的 中断。
在召开部长级会议之前，将举行一次经济合 作商业论坛，重点探讨如何减小全球经济失 衡的纠正对中国的冲击。
商务英语阅读 Chapter 4.International Business Cooperation ppt
Part of the reason is regulatory hangover from the post-war period. The Japanese firms have been so busy with the domestic crisis that they have forgotten to remain connected with the rest of the world.
There are several options for Japanese firms: to achieve global scale through domestic and foreign acquisitions, to move into high-value specialist products, to adopt a regional strategy focusing on Asian market, to form a global alliance with a foreign firm.
The links between policies are even significant in terms
of the world’s financial and capital markets, as witnessed everyday when the reverberations on any one stock market are felt across the globe. At the
Chapter 4 International Business
商务英语阅读教程4Unit4textBppt课件
to WTO agreements, which are Ratify
signed by representatives of 批准
member governments and
ratified by their parliaments. Most of the issues that the WTO focuses on derive from previous
《知识产权协定》宗旨：减少对 国际贸易的扭曲与阻碍；促进对 知识产权在国际范围内更充分、 有效的保护；确保知识产权的实 施及程序不对合法贸易构成壁垒。
Translation 1
Extending the coverage of trade regulation to the national level, we will examine the relationship between national trade regulation and the world trading system, particularly export and import regulation.
elimination of preferences, on a
Substantial
reciprocal and mutually advantageous 实质的
basis." It was negotiated during
the United Nations Conference on Trade and Employment and was the
Agreement 马拉喀什协议
nations on 15 April 1994,
replacinTariffs and
Trade .
商务英语阅读 王艳 Chapter 4
2. Why does Japan need to embrace globalization? 3. How can Japanese firms go global?
Paragraph 1-8
1. Why is Japan such an outlier? 2. Why does Japan need to embrace globalization?
ቤተ መጻሕፍቲ ባይዱ
企业重组
外包 核心竞争力 放宽管制 私募股权投资
10. Specialization To restrict someone’s economic activities to some certain fields 专门化
Economic globalization
1. The term “economic globalization” is now being used with increasing frequency in newspapers, magazines, seminars and international conferences. 2. The basic feature is free flow of commodity, capital, technology, service, and information in the global context for optimized allocation.
3.Economic globalization is giving new impetus and providing opportunities to world economic development and meanwhile making the various economies more and more interdependent and interactive.
商务英语阅读教程 Unit 4
Marketing is the ongoing process of 【moving people closer to making a decision （to purchase,
use, follow or conform to someone else’s products, services or values） 】.
翻译
营销一词的含义是什么？市场营销是一个不断 推进的过程，该过程的目的是促使人们心动到 做出各种决定诸如购买他人的各种产品、享用 他人提供的各种服务、以及遵循他人的各种价 值取向。营销人员运用市场营销推广组合的变 量来制定营销推广计划。
4-2
Comprehensive Reading
主语
修饰 process
C. Sometimes (50%) D. Never(0%)
In what ways are you easily persuaded into buying something? By______.
A. TV commercial B. Newspaper Advertisement C. Quality D. package E. Brochures F. Leaflets G. Price H. After-sales service
n. 产品 n. 制造业者，厂商 市场调查
媒体计划
产品推广
n. 品牌 n. 市场营销 媒体计划
n. 形象塑造 实体环境
n. 人员 n. 放置 目标市场
公共关系
distribution channel generic advertising at no cost marketing effort process drawback product pricing marketing mix charge junk mail sales strategy at regular price
商务英语阅读 Unit 4
Practical Reading
Distribution Channel
2
Warm-up
I. Read the news on P.42 and discuss the questions. 1. What is the source of the news? 2. What are the top two distribution channels for bedding? 3. What are the changes of bedding’s distribution channels in market share? 4. What is Furniture Today’s 2013 Bedding Distribution Report about? 5. What do you think about the distribution channels for bedding?
5
II. Match the English phrases to the Chinese equivalents.
( H )1. specialist retailer ( C )2. merchant wholesaler ( I )3. exclusive agent ( E )4. distribution channel A. 百货商店 B. 实体分配 C. 独立批发商 D. 网上商店
J
F H A G I B E C
C. an arrangement to rent something for a period of time, or the act of doing this
D. a particular type or design E. traditional or conforming to established practice or accepted standards
商务英语阅读考试题及答案
商务英语阅读考试题及答案一、阅读理解（共40分，每题10分）阅读下列商务英语短文，然后根据短文内容回答后面的问题。
短文一：In the rapidly evolving business world, effective communication is crucial for success. Companies are increasingly relying on cross-cultural communication to expand their global reach. The ability to understand and adapt to different cultural nuances is a key skill for international business professionals.1. What is the main idea of the passage?2. Why is effective communication important in the business world?3. What does the passage suggest about the role of cross-cultural communication in business?短文二：The rise of e-commerce has transformed the way businesses operate. Online platforms have made it possible for small businesses to compete with larger companies by reaching a wider customer base. Social media marketing and search engine optimization are two strategies that have become essentialfor businesses to increase their online visibility.1. What is the main topic discussed in this passage?2. How has e-commerce changed the business landscape?3. What are two strategies mentioned in the passage that are important for businesses to increase their online visibility?短文三：Sustainability is becoming a significant factor in business decisions. Companies are recognizing the importance of reducing their environmental footprint and adoptingsustainable practices. This includes the use of renewable energy, waste reduction, and responsible sourcing of materials. Consumers are also becoming more aware and are demanding products that align with their values.1. What is the main focus of the passage?2. Why are companies adopting sustainable practices?3. What are some of the sustainable practices mentioned inthe passage?二、词汇理解（共20分，每题5分）根据短文内容，选择最合适的词汇填空。
商务英语阅读_Unit 4国际贸易基础
Exclusive Sales Agreement The exporter may sign
an exclusive sales agreement with an importer abroad. He may also set up his own branch office and employ his own sales organization abroad. He may act through a subsidiary company which is established under the laws of the foreign country in question. Or, he may combine with other traders in a joint selling organization (or joint venture), a consortium or an export group. Agency Arrangements The exporter enters into direct relations with the customers abroad, by means of a contract procured and conducted on behalf of the exporter by a representative who resides abroad and is not his employee. The remuneration of the representative or independent agent is usually based upon a commission on the purchase price of the exports.
商务英语unit4 Marketing
2021/10/10
2
What is Marketing?
Kotler’s definition:
“Marketing is a social and managerial process by which individuals and groups obtain what they need and want through creating and exchanging products and value with others.”
2021/10/10
20
Product
The product is the physical product or service offered to the consumer. In the case of physical products, it also refers to any services or conveniences that are part of the offering. Product decisions include aspects such as function, appearance, packaging, service, warranty, etc.
• Consumers favor products that are available and highly affordable
• Improve production and distribution
• Consumers favor products that offer the most quality, performance and innovative features
Marketing Concept
商务英语阅读Chapter 4
Text A Product and packages
Text A Product and packages
Maturity Phase
At maturity, the strong growth in sales diminishes. Competition may appear with similar products. The primary objective at this point is to maintain market share and extend the product life cycle as much as possible
Text A Product and packages
complex n. group of connected or similar things 相联或相似的综合事物
e.g. a big industrial complex, ie a site with factories, etc 大型工业联合体（建有工厂等的场地） a sports/leisure complex, ie a set of buildings or facilities for sports/leisure 运动的[娱乐的]综合场所
Text A Product and packages
Text A Product and packages
Growth Phase
The firm seeks to build brand preference and increase market share
•
• •
sales grow and new competitors enter the market additional demand price competition and additional costs and packages
《商务报刊选读》教学大纲
《商务报刊选读》教学大纲一、课程定位1、课程的性质与作用本课程为商务英语专业基础课，一方面要求学生具有扎实的英语语言基本功，熟悉商务英语报刊专业术语及专业词汇，扩大词汇量，能够独立分析商务报刊的文章结构并通过阅读中总结出文章主题。
另一方面要求学生能够进一步提高商务报刊阅读篇章阅读技巧，从而获取经济贸易等领域的时事动态，开阔视野，提高分析问题、解决问题的能力。
2、本课程与其它课程的关系本课程其前导课程为《商务英语精读》、《实用英语语法》、《商务英语阅读》，后续课程为《跨文化商务交际》、《国际人才英语》、《国际贸易法》。
二、课程教学目标通过本课程的学习，学生能够熟知商务报刊的语言特点，掌握商务报刊的语言特色，迅速获得商务篇章的主题思想。
并能够分析商务时事的发展规律，熟悉各种商务文体风格，利用英汉互译方式，加强商务篇章信息获取能力。
三、教学基本要求本课程需要学生具有较强的英语语言理解能力，特别是阅读和问题分析能力。
教师需要了解西方重要报刊的编排、背景、立场及发行量等，了解中国经济和世界经济的发展趋势，能与时俱进。
学生需要重点掌握与国际商务相关的词汇及专业术语，掌握商务报刊的修辞手法，掌握各类报刊的阅读技巧及翻译方法。
四、教学内容及学时分配第一章 Capital Markets （4学时）1、教学内容第一节 Banking Industry第二节 Stock Exchange第三节 American Stock Markets—Reversal of Fortune2、重点、难点重点：Knowing the stock system in banking难点：Understanding the global economic trend第二章 International Marketing （4 学时）1、教学内容第一节 Business Planning—Marketing Planning第二节 Supporting Of Online Campaign Launches with Online Marketing 第三节 Online-coupon Firms—Group on Anxiety2、重点、难点重点：Knowing how to do business planning难点：Understanding online business transaction in international market 第三章 Business Elite （4 学时）1、教学内容第一节 The Resurrection of Steve Jobs第二节 Ann Moore: The CEO of Time第三节 Steve Jobs and the iPad of Hope2、重点、难点重点：Knowing the business entrepreneur难点：Understanding the organizational structure in a company第四章 E-Commerce （4 学时）1、教学内容第一节 In E-Commerce，More Is More第二节 The Alibaba E-Commerce Empire第三节 Online Shopping: Selling Becomes Sociable2、重点、难点重点：Knowing how E-commerce runs in business难点：Understanding online shopping in community第五章Economic Globalization and Multinational Corporation (3学时) 1、教学内容第一节 Globalization VS Economic Sovereignty第二节 The World’s Top Choice第三节McDonald’s Eyes Growing Presence in Local Market2、重点、难点重点：Knowing the globalized economy难点：Understanding multinational corporation growing第六章Economic Regulations and Law （5 学时）1、教学内容第一节 US Sets 21stCentury Goal: Building a Better Patent第二节 Anti-Trust Law Treats“All Firms Equally over 140 Cases Handled 第三节 China E-Commerce Giant Launches Campaign of Fight Online Piracy 2、重点、难点重点：Knowing some business regulations and make some examples难点：Understanding the business law in international market第七章Human Resources Management （ 4学时）1、教学内容第一节 Capturing the State of Human Resources in an Annual Report第二节 The Tech Effect on Human Resources第三节 Risk Management and Human Resources Team up to Cut Absence Costs 2、重点、难点重点：Knowing the effect of human resources management in a company难点：Understanding the assessment of human resources management第八章Advertising and Publicity （44学时）1、教学内容第一节 Internet Advertising第二节 Beijing Tries to Push Beyond “Made in China”第三节 The Harder Hard Sell2、重点、难点重点：Knowing the ways of advertising难点：Understanding the importance of publicity in business第九章 Training （4学时）1、教学内容第一节 Training the Trainer第二节 Training Needs Assessment: A Must for Developing an Effective Training Program第三节An Innovative Method for Role-specific Quality-training Evaluation2、重点、难点重点：Knowing the process of training难点：Understanding the training evaluation of a employee五、课程考核本课程为考查课。
2018年1月05439商务英语阅读真题及答案
2018年1月05439商务英语阅读Ⅰ. Translate the following words or phrases into Chinese（10%）1. inflation2. turnover3. fringe benefit4. bearer bond5. consignment6. mutual fund7. brokerage8. certificate of origin9. mortgage10. counter offerⅡ. Translate the following words or phrases Into English（10%）11.经济衰退12.股权证13.预付款14.期末存货15.电汇16.赔偿、偿还17.存款18.配额、限额19.仲裁20.风险资本Ⅲ. Choose the best answer to fill in the blanks（10%）21. The most major function of money is __________.A. a store of valueB. the unit of accountC. the medium of exchangeD. a standard of deferred payment22. Which of the following is NOT mentioned in economic loss？A. The destruction of one’s home in a fire.B. Loss of income owing to illness.C. Loss of property owing to theft.D. The destruction of one’s property in an accident.23. An insurance policy is __________.A. a government law on insuranceB. a written contract between the insurer and the insuredC. a piece of paper with the insurer’s signature on itD. a set of rules to regulate the insurance market24. Which of the following can NOT be a feature of a bond？A. It has a certain denomination.B. It has a prefixed interest rate.C. It involves high risk.D. It has a prefixed maturity date.25. __________ is a small structure with one or more open sides that is used to vend merchandise （as newspapers）or services.A. Telephone boothB. KioskC. NewsstandD. Department store26. Marketers can communicate with large numbers of potential customers at the same time by __________.A. personal sellingB. direct sellingC. mass sellingD. sending leaflets27. What is meant by “consideration” in a contract？A. An item of considerable value given to the other party.B. An item of value given to the other party.C. Money in exchange of goods.D. Careful thinking before signing a contract.28. To be a wise customer，we must evaluate __________ and choose to buy what is __________.A. the price；the cheapestB. the product quality；of top qualityC. the total product offer；of the best value to usD. the after-sale service；provided with the best after-sale service29. The following are the elements of marketing mix EXCEPT __________.A. priceB. placeC. point-of-saleD. promotion30. What is the major feature of a global marketing strategy？A. uniformityB. flexibilityC. localizationD. diversityⅣ. In this part，there are some reading passages followed by 15 questions or unfinished statements. For each of them there are four answers marked A，B，C and D. You should decide on the best one according to your understanding（30%）Passage 1Corporate CultureThe term corporate culture refers to an organization’s value system. Managerial philosophies，workplace practices，and organizational network are included in the concept of corporate culture. Tyson Food’s corporate culture is reflected in the fact that everyone-even CEO Don Tyson wears clothes of a yellowish brown color on the job.The leaders who developed the company and the corporate culture typically shape the corporate culture. One generation of employees passes on a corporate culture to newer employees. Sometimes this is part of formal training. New managers who attend McDonald’s Hamburger University may learn skills in management，but they also pick up the basics of the organization’s corporate culture. Employees can absorb corporate culture through informal contacts as well，by talking with other workers and through their experiences on the job.Corporate culture has a major impact on the success of an organization. In organizations with strong cultures，everyone knows and supports the organizations’ objectives. In those with weak cultures，no clear sense of purpose exists. In fact，the authors of the classic book In Search of Excellence concluded the presence of a strong corporate culture was the single common thread among many diverse but highly successful companies such as General Electric and McDonald’s.As you can imagine，changing a company’s corporate culture can be very difficult. But some managers try to do just that when they feel the current culture is weak，or when the organization’s objectives change and the old culture no longer fits. Sometimes the competitive situation of a company changes. For instance，electric utilities，which once had their profits guaranteed by public regulation，now face more competition than ever. Firms that were comfortable competing against other American companies now find themselves fighting competitors from overseas，too.Management expert Peter Duckers feels that，rather than trying to change culture，managers should focus on changing employees and corporate practices，as follows.——Define what results are needed. Specify in measurable terms what the organization or department，or office）needs to achieve.——Determine where these results are already being achieved within the current organization. Analyze the departments that are already effective and find out what they are doing differently from the rest.——Determine what top management can do to encourage these good results. Duckers suggests that executives openly ask what they can do to help，and then do it.——Change the reward system-or develop a new one-to recognize these effective practices. When employees realize that the organization really does reward the new approach，they will adopt it much more quickly. Whether one wants to change an organization culture or not，it is important to choose managers and employees whose personal styles fit the organization’s goals.31. According to the passage，corporate culture __________.A. means the cultural atmosphere in a companyB. is established by top leaders and can’t be changedC. involves the core values of a companyD. has little influence on the performance of a company32. In McDonald’s Hamburger University，new managers __________.A. learn the company’s corporate culture at lengthB. are only interested in learning management skillsC. learn all the necessary skills and practices of the companyD. have chances to know about the company’s corporate culture33. If an organization has a strong corporate culture，__________.A. it can be sure of achieving great successB. it will be as successful as General Electric and McDonald’s pC. its staff tend to work for a common goalD. it may have a strong influence on the market34. One reason why some managers try to change a company’s corporate culture is that __________.A. the existing corporate culture is very strongB. they try to adapt the corporate culture to new situationsC. the company is facing a lot of competitionD. they are not so conservative as the old generation35. Which of the following is NOT advised by Peter Duckers？A. Evaluating different performances of various departments.B. Improving the communication among managers.C. Determine what is to be achieved by the organization.D. Improving the reward system so as to encourage new practices.Passage 2Early Developments in American EconomyEarly American industries depended largely on skilled artisans working in small shops to serve a local market. But the Industrial Revolution that started in England during the 18th century did not take long to cross the Atlantic. It brought many changes to American industry between 1776 and 1860. Because labor was scarce in the United States and wages were high，employers welcomed any new method that could reduce the requirement for labor.One key development was the introduction of the factory system，which gathered many workers together in one workplace and produced goods for distribution over a wide area. The first factory in the United States is generally dated to 1793，when an Englishman named Samuel Slater came to America to build a cotton cloth factory. He built the machinery from memory，because it was a crime to carry factory plant out of England. The success of Slater’s factory started a process of change that turned the northeastern region of the United States into an important manufacturing center. The making of textiles also meant increased demand for cotton，grown in the southern region for the United States. As a result，the nation became a major cotton producer.Another important development was the “American system” of mass production，which originated in the firearms industry about 1800. The new system required precision engineering to create parts that were interchangeable. This，in return，allowed the final product to be assembled in stages，each worker specializing in a specific operation.Just as Slater’s new factory system was being introduced，an American named Eli Whitney made cotton production more efficient by inventing a machine-the cotton gin-that rapidly removed the seeds from the boils of cotton. Removing the seeds by hand was a difficult task；Whitney’s machine made the job almost easy.Whitney also began manufacturing rifles in a new way. Guns had always been made by gun makers working in their homes or small shops. Because the guns were handmade individually，a part from one gun would not necessarily fit another gun. Whitney began making guns with machinery，so that all the parts were the same in each gun. This method of manufacturing goods in a factory，with interchangeable parts，helped to advance American industry.In 1913，the automaker Henry Ford introduced the “moving assembly” line. This was a variation on the earlier practice of continuous assembly. By improving efficiency，it made possible a major saving in labor costs. A new breed of industrial managers began the careful study of factory operations with the aim of finding the most efficient ways of organizing tasks. Theirconcepts of “scientific management” helped to lower the costs of production still further.Lower costs made possible both higher wages for workers and lower prices for consumers. More and more Americans were gaining the ability to purchase products made in the United States.During the first half of the 20th century，mass production of consumer goods such as cars，refrigerators and kitchen ranges helped to revolutionize the ways in which Americans lived.36. In the first paragraph，the author intends to tell us that __________.A. early American industries mainly depended on new methodsB. early American industries mainly depended on people who did skilled work with their handsC. early American industries mainly depended on England industriesD. early American industries mainly depended on new changes37. The first factory in the United States was __________.A. built by an American engineer named Henry FordB. built by an American named Eli WhitneyC. built by an Englishman who built it from memoryD. built by an American who wanted to build a cotton cloth factory38. Another important development was concerning __________.A. the steam enginesB. the mass productionC. the mobile operationD. the textile industry39. Which of the following statements is NOT true？A. Henry Ford influenced American people’s life.B. Henry Ford influenced all manufacturing systems.C. Henry Ford influenced the manufacture of cars.D. Henry Ford influenced the system of business.40. According to the passage，we can draw the conclusions EXCEPT that __________.A. the production efficiency has greatly been improved by the “American System”B. many other machines such as refrigerators，washing machines and vacuum cleaners are produced on the assembly lineC. with the interchangeable parts，American industries advanced greatlyD. the industrial managers began the careful study of the operations with the aim of reducing the methodsPassage 3Problems Potential Exporters Are FacingMany firms fail to succeed，because when they begin exporting they have not researched the target markets or developed an international marketing plum. To be successful，a firm must clearly define its goals，objectives and potential problems. Secondly，it must develop a definitive plan to accomplish its objectives，regardless of the problems involved. Unless the firm is fortunate enough to possess a staff with considerable expertise，it may not be able to take this crucial first step without qualified outside guidance.Often top management is not committed enough to overcome the initial difficulties and financial requirements of exporting. It can often take more time and effort to establish a firm in a foreign market than in the domestic one. Although the early delays and costs involved in exportingmay seem difficult to justify when compared to established domestic trade，the exporter should take a more objective view of this process and carefully monitor international marketing efforts through these early difficulties. If a good foundation is laid for export business，the benefits derived should eventually outweigh the investment.Another problem area is in the selection of the foreign distributor. The complications involved in overseas communications and transportation require international distributors to act with greater independence than their domestic counterparts. Also，since a new exporter’s trademarks and reputation are usually unknown in the foreign market，foreign customers may buy on the strength of the distributing agent’s reputation. A firm should therefore conduct a thorough evaluation of the distributor’s facilities，the personnel handling its account，and the management methods employed.Another common difficulty for the new exporter is the neglect of the export market once the domestic one booms，too many companies only concentrate on exporting when there is a recession. Others may refuse to modify products to meet the regulations or cultural preferences of other countries. Local safety regulations cannot be ignored by exporters. If necessary modifications are not made at the factory，the distributor must make them，usually at a greater cost and probably not as satisfactorily. It should also be noted that the resulting smaller profit margin makes the account less attractive.If exporters expect distributing agents to actively promote their accounts，they must be trained，and their performance continually monitored. This requires a company marketing executive to be located permanently in the distributor’s geographical region. It is therefore advisable for new exporters to concentrate their efforts in a few geographical areas until there is sufficient business to support a company representative. The distributor should also be treated on an equal basis with domestic counterparts. For example，special discount offers，sales incentive program and special credit terms should be available.Considering a joint-venture or licensing agreement is another option for new exporters.However，many companies still dismiss international marketing as unviable. There are a number of reasons for this. There may be import restrictions in the target market，the company may lack sufficient financial resources，or its product line may be too limited. Yet，many products that can compete on a national basis can be successful in the majority of world markets. In general，all that is needed for success is flexibility in using the proper combinations of marketing techniques.41. In the first paragraph，the writer suggests that firms thinking about exporting should __________.A. get professional adviceB. study international marketingC. identify the most profitable marketsD. have different objectives to other exporters42. The writer believes that if sufficient preparation is undertaken __________.A. initial difficulties can be easily avoidedB. the costs can be recovered quite quicklyC. management will become more committedD. the exporter will be successful in the long term43. An exporter should choose a distributor who __________.A. has experienced personnelB. has good communication skillsC. is well-established in the target marketD. is not financially dependent on the import business44. New exporters often make the mistake of ignoring the export market when __________.A. distribution costs are too highB. their product is selling well at homeC. there is a global economic recessionD. distributors cannot make safety modifications45. For a distributor to be successful，the exporter must __________.A. focus on one particular regionB. finance local advertising campaignsC. give the same support as to domestic agentsD. make sure there are sufficient marketing staff locallyV. Read the following passages and finish the exercises of each one（40%）Passage 4Human-resource ManagementIf sustainable competitive advantage depends on work-force skills，American firms have a problem. Human-resource management is not traditionally seen as central to the competitive survival of the firm in United States. Skill acquisition is considered an individual responsibility. Labor is simply another factor of production to be hired-rented at the lowest possible cost-much as one buys raw materials or equipment.The lack of importance attached to human-resource management can be seen in the corporate hierarchy. In an American firm the chief financial officer is almost always second in command. The post of head of human-resource management is usually a specialized job，off at the edge of the corporate hierarchy. The executive who holds it is never consulted on major strategic decisions and has no chance to move up to Chief Executive Officer（CEO）. By way of contrast，in Japan the head of human-resource management is central-usually the second most important executive，after the CEO，in the firm’s hierarchy.While American firms often talk about the vast amounts spent on training their work forces，in fact they invest less in the skills of their employees than do either Japanese or German firms. The money they do invest is also more highly concentrated on professional and managerial employees. And the limited investments that are made in training workers are also much more narrowly focused on the specific skills necessary to do the next job rather than on the basic background skills that make it possible to absorb new technologies.As a result，problems emerge when new breakthrough technologies arrive. If American workers，for example，take much longer to learn how to operate new flexible manufacturing stations than workers in Germany（as they do），the effective cost of those stations is lower in Germany than it is in the United States. More time is required before equipment is up and running at capacity，and the need for extensive retraining generates costs and creates bottlenecks that limit the speed with which new equipment can be employed. The result is lower pace of technological change. And in the end the skills of the population affect the wages of the top half. If the bottom half can’t effectively staff the processes that have to be operated，the management and professional jobs that go with these processes will disappear.A. Mark the following statements true（T）or false（F）according to the passage（10%）46. The management of human resources in American companies sees the gaining of skills as their employees’ own business.47. The head of human-resource management in an American firm is directly under the chief financial executives in the firms.48. The money most American firms put in training mainly goes to workers who lack basic background skills.49. According to the passages，the decisive factor in maintaining a firm’s competitive advantage is the rational composition of professional and managerial employees.50. According to the passage，the human-resource management strategies of American firms affect their competitive capacity.Passage 5Introduction to CompaniesThe General Nature of Companies（56）A company is a form of business organization which is owned by all those who invest in it. These investors are known as shareholders as they own or “hold” a share of the company.The size of their share of the company will depend upon the amount of money they have invested in it.The total investment by all of the shareholders is known as the share capital of the company. Thus，unlike a sole trader，where one person owns the business，or a partnership，where a small number of people own a business，a company may be owned by several hundred or even several thousand shareholders.Obviously，all of these people cannot be involved in running the company. Instead，the shareholders appoint directors to run the company on their behalf，if the directors run the company efficiently and make a profit，the shareholders will receive a dividend each year as a return on their investment.Characteristics of CompaniesThe characteristics of companies differ in several respects from both sole traders and partnerships. The following are among the more important differences.Separate Legal Entity（57）A unique feature of a company is that，no matter how many individuals have bought shares in it，it is treated in its dealings with the outside world as if it was a person in its own right. It is said to be a separate legal entity. Just as the law can create this separate legal person，so also can it eliminate it，but its existence can only be terminated by using the proper legal procedures.Thus，the identity of the shareholders in a large concern may be changing daily as shares are bought and sold by different people. On the other hand，a small private company may have the same shareholders from the date it is incorporated（the day it legally came into being），until the date when liquidation is completed（the cessation of the company，often known also as “winding up” or being “wound up”）. A prime example of its identity as a separate legal entity is that it may sue its own shareholders，or in turn be sued by them.Limited LiabilityMost companies are “limited” companies. This means that any shareholder who has paid forthe share（s）which he has bought cannot be forced to pay more money into the company if，for example，it is making losses or has gone into liquidation.（58）Thus，the maximum amount of money any shareholder can lose by investing in a company is the amount he has invested. Unlike in sole traders or partnerships a shareholder in a limited company cannot be forced to sell his house，car，etc. to pay the debts of the business.If a shareholder has not paid in full for the shares he has agreed to buy，he can be forced to pay the balance owing on the shares. Once he has paid that amount he cannot be forced to pay any further amount. Thus，his liability is limited to the amount he has agreed to pay but has not yet paid.This is known as limited liability and the company is known as a limited company. It is important to note that it is the liability of the shareholders that is limited not the liability of the company.（59）Companies can incur debts well beyond what they are able to pay and therefore their liabilities can exceed their assets.There are，as will be seen later，some companies，known as unlimited companies，in which the liability of the shareholders is not limited. Limited liability and the ability to raise large amounts of finance are the principal reasons why limited companies are the most common form of business organization.Public Companies and Private CompaniesBroadly speaking，there are two classes of company，the public company and the private company. Public companies are also known as PLCs，that is，public limited companies.A private company may not have less than two，or more than fifty，shareholders（excluding employees and ex-employees）and may not offer its shares to the general public. Once some someone has purchased shares in a private company the right to transfer those shares to someone else is severely restricted.A PLC is a company which fulfils the following conditions：. It must be able to issue share capital of at least 30，000；. It must have at least seven shareholders. There is no maximum；. Its name must end with the words “public limited company” the abbreviation “plc”.A private company is usually，but not always，smaller than a public company.The shares that are dealt in on the Stock Exchange are all of public limited companies.This does not mean that all public companies’ shares are traded on the Stock Exchange，as，for various reasons，some public companies have either chosen not to，or not been allowed to，have their share traded there. The ones that are traded in are known as quoted companies or listed companies meaning that the price of shares in them is quoted（or listed）by the Stock Exchange. Quoted companies have to comply with Stock Exchange rules and regulations.Share Capital and DividendsA shareholder in a limited company obtains his reward for investing in the form of a share of the profits，known as a dividend.（60）The directors decide how much of the profits is to be retained in the company and used for expansion. Out of the profits remaining they propose the payment of a certain amount of dividend. The shareholders cannot propose a dividend for themselves higher than that already proposed by the directors. They can，however，propose that a lesser dividend should be paid，although this action is very rare. If the directors propose that no dividend be paid，then the shareholders are powerless to alter the decision.The decision by the directors as to the amount proposed as dividends is a very complex one.Such matters as the effect of taxation，the availability of bank balances to pay the dividends，the possibility of take-over bids and so on will all be taken into account.Dividends are usually expressed as a percentage of the share capital. A dividend of 10% in Company A on 500，000 Common Shares of £ 1 each will amount to £ 50，000，or a dividend of 6% in Company B on 200，000 Common Shares of £ 2 each will amount to £ 24，000. A shareholder having 100 shares in each firm would receive £ 10 from Company A and £ 12 from Company B.B. Choose the best answer for the following questions（10%）51. A most significant difference between a public company and a small private company lies in that __________.A. a public company has more shareholders than a private companyB. the shareholders of a public company can secure a dividend each year whereas the shareholders of a private company does notC. the identity of the shareholders of a public company may be changing daily whereas the identity of the shareholders of a private company almost remains the sameD. a public company is treated as a separate legal entity whereas a private company is not52. Which of the following statements is true？A. Unlike a sole trader or partnership a shareholder in an unlimited company can forced to sell his house or car to pay the debts of the business.B. Like a sole trader or partnership a shareholder in a limited company also faces the risk of being forced to sell his house or car to pay the debts of the business.C. The liabilities of a limited company cannot exceed its assets.D. The liability of a shareholder of a limited company is limited to what he has invested in it.53. Which of the following statements is NOT true？A. The number of a private company’s shareholders may not exceed fifty.B. A PLC must have at least seven shareholders.C. A PLC is always larger than a private company.D. Listed companies are those whose shares are traded on Stock Exchange.54. The shareholders of a PLC have the right to do all of the following EXCEPT __________.A. attend general meetings of the companyB. vote for directors at a general meeting of the companyC. propose a dividend for themselves higher than that already proposed by the boardD. propose a dividend less than that already proposed by the board55. When the directors decide the amount proposed as dividends，they have to take into consideration all the following EXCEPT __________.A. the effect of taxationB. whether they have enough money on the account to pay the dividendsC. the number of the company’s shareholdersD. whether they have enough reserves possibly to be used to take over some other company through Stock ExchangeC. Translate the underlined sentences into Chinese（56）（57）（58）（59）（60）（10%）。
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.
商务英语综合教程(第二版 下册)Unit 13 International Marketing Re
marketing strategies: 营销策略
Notes
2. International marketing research is necessary in order to decide which foreign markets to enter and the best mode of entry (exporting, licensing, joint ventures, etc.) to each nation. exporting, licensing, joint venture: 出口、许可证以及合资经营，这 些都是进入国际市场的方式。其他进入的方式还包括：使用代理 或分销商、建立国外分支机构或子公司、设立独资企业等 。
4.There is nothing direct to show that he is guilty of the crime. So far all the evidence is only _______.
Exercises
5.It was very _______ of you to tell her about your pay raise when she has been unemployed since last year.
according to refer to take sth. into consideration regard sb./sth. as rather than tend to do bid conversely artificial restore
1.But________, music may also distract or annoy some workers.
商务英语精读(第3册)Unit 4 What Is Marketing
. . .
C. Detailed Explanation
Para 3 What’s the general idea of Para 3? . . .
C Detailed Explanation
Language Points Business Knowledge Knowledge Extension
D Main Points & Difficulties E Homework
A. The Learning Objectives
To learn about the communicative skills of presenting a product; To illustrate the definition, role and operation of marketing; To master the usage of key special terms, words and phrases in this chapter; To grasp the main idea and the structure of the text; To conduct a series of listening, speaking, reading, writing and translating activities concerned with the theme of the chapter.
. .
▪.
C. Detailed Explanation
Section 1: Business Communications
James Wilson is a businessman specializing in textiles in Atlanta. He comes to trade with ABC Foreign Trade Co. Ltd.. Mr. Huang Sijie, an export salesman of ABC Co. Ltd. is authorized to show him around the sample room.
商务英语unit4 Marketing
Key concepts:
Share of customer
The portion of the customer’s purchasing that a company gets in its product categories.
Key concepts:
CRM – Customer relationship management …... “is the overall process of building and maintaining profitable customer relationships by delivering superior customer value and satisfaction.”
Marketing Байду номын сангаасanagement
Marketing management is “the art and
science of choosing target markets and building profitable relationships with them.”
• Creating, delivering and communicating superior customer value is key.
You buy trousers, the salesperson offers you the shirt, tie, cufflinks, shoes. You buy a computer, the sales person offers you a printer, scanner, software. When done well cross-selling will dramatically improve your sales, profits and customer satisfaction. Done poorly it will drive customers away. It is NOT pressure selling.
商务英语4各单元的课文翻译
Unit 1Hard Sell around the Photocopier应当高度重视复印机旁的非正式沟通Sociologists have long recognized that businesses of less than 200 individuals can operate through the free flow of information among the members. Once their size exceeds this figure, however, some kind of hierarchical structure or line management system is necessary to prevent total chaos resulting from failures of communication. Imposing structures of this kind has its costs: information can only flow along certain channels because only certain individuals contact each other regularly; moreover, the lack of personalized contacts means that individuals lack that sense of personal commitment that makes the world of small groups go round. Favours will only be done when there is a clear quid pro quo, an immediate return to the giver, rather than being a matter of communal obligation. Large organizations are less flexible.一直以来，社会学家认为一项规模小于200人的事业，可以通过成员间自由的信息沟通而正常运转。
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Reading comprehension
Read the passage quickly then answer the following two questions. 1. What do you think is the biggest challenge for firms touting tablets?
stern chase (在前船后面的)尾追；追击
Apple Inc. (NASDAQ: AAPL; previously Apple Computer,
Inc.) is an American multinational corporation that designs and markets consumer electronics, computer software, and personal computers. The company's best-known hardware products include the Macintosh line of computers, the iPod, the iPhone and the iPad. Apple software includes the Mac OS X operating system; the iTunes media browser; the iLife suite of multimedia and creativity software; the iWork suite of productivity software; Aperture, a professional photography package; Final Cut Studio, a suite of professional audio and film-industry software products; Logic Studio, a suite of music production tools; and iOS, a mobile operating system. As of August 2010, the company operates 301 retail stores in ten countries, and an online store where hardware and software products are sold.
15. salivate: [ 'sæ liveit ] vt. 使流涎；使过量分泌唾液 vi. 分泌唾液；流口 水分泌唾液 salivate salivation
16. Wi-Fi: abbr. 无线保真技术（wireless fidelity）；无线上网技术
17. churn out: 艰苦地做出；大量炮制, He has been churning out detective stories for more than ten years. 十
2. RIM’s new baby is unlikely to it suffers from at least two handicaps .What are they?
Words and expressions
1. fell over one another:争先恐后，竞争，争夺 2. fledgling:[ ‘fledʒliŋ ] n. 无经验的人；刚会飞的幼鸟 fledgling firm 名词新公司/无经验的公司
For reasons as various as its philosophy of comprehensive aesthetic design to its distinctive advertising campaigns, Apple has established a unique reputation in the consumer electronics industry. This includes a customer base that is devoted to the company and its brand, particularly in the United States. Fortune magazine named Apple the most admired company in the United States in 2008, and in the world in 2008, 2009, and 2010. The company has also received widespread criticism for its contractors' labor, environmental, and business practices.
capitalize on 利用
Advertisements, TV shows, movies, and books all capitalize on the image. 广告、电视节目、电影和书籍都在为这个形象投资。
Everyone should capitalize on his opportunity. 每个人都应当利用 机会。
6. trigger: [ ‘triɡə ] vt. 引发，引起；触发 vi. 松开扳柄 n. 扳机；触 发器；制滑机
trigger off 引起；激起 There are some food that trigger off a headache or migraine
attack and some that don't. 有些食物会引起头痛或偏头痛，有些食品则不会引起。
12. warrior: [ 'wɔriə, 'wɔ:- ] n. 战士，勇士；鼓吹战争的人 13. jamboree: [ ,dʒæmbə'ri: ] n. 少年团体大会；欢乐的聚会 14. out-of-the-box: 创造性地；立即可用的；内存不足 out of the blue 突然地；意外地 out of the money 赌输 ;未到价
Established on April 1, 1976 in Cupertino, California, and
incorporated January 3, 1977, the company was previously named Apple Computer, Inc., for its first 30 years, but removed the word "Computer" on January 9, 2007,[8] to reflect the company's ongoing expansion into the consumer electronics market in addition to its traditional focus on personal computers. As of September 25, 2010, Apple had 46,600 full time employees and 2,800 temporary full time employees worldwide and had worldwide annual sales of $65.23 billion.
商务英语阅读Unit 4 International Marketing
CONTENTS
Welcome to the unit Text A Text B
Supplementary Reading
Welcome to the unit
Questions for you. 1. Is marketing equivalent to selling? 2. What is the aim of marketing? 3. What kind of methods can you use to keep
7. frenzy: [ ‘frenzi ] n. 狂暴；狂怒；暴怒.vt. 使发狂； 使狂怒
frenzied [ 'frenzi:d ] adj. 疯狂的；狂乱的；激怒的 v. 使狂乱（frenzy的过去式）
Zeal without knowledge is frenzy. 没有知识的热情是狂热。 8. bewildering: [ bi‘wildəriŋ ] adj. 使人困惑的；令人
fledging [ 'fledʒiŋ ] n. 羽毛初长的雏鸟；刚会飞的幼鸟； 无经验的人 v. 变得羽毛丰满（fledge的ing形式）
3. tablet: [ ‘tæblit ] n. 碑；药片；写字板；小块 Tablet PC 平板计算机 data tablet 数据输入板
plotting tablet,标图板
多年来，他一直在大量粗制滥造侦探小说。 And myriad companies churn out the fake Gillettes and Rolexes sold
on street corners. 还有无数厂家大量仿制吉列剃须刀和劳力士手表，并在街头贩卖。 18. app: [ æ p ] abbr. 应用（Application）；穿甲试验（Armor Piercing
cut to the chase 提到关键问题，转入(或切入)正题
give chase to 追赶；追逐；追击
go (and) chase oneself [美国俚语] 别捣乱，走开， 滚开
in chase of 追求；追赶；追击
lead someone a (fine,hard,merry,lively) chase 诱使 某人尽力追赶(或徒劳追逐)
产生混乱的 v. 使迷惑（bewilder的ing形式）
I have just cleared up a bewildering welter of data saved in my computer. 我刚整理了保存在我电脑里的 很难处理的杂乱无章的数据。