国际商务英语阅读教程(第四版)
世纪商务英语阅读第四版基础篇Unit9
大连理工大学出版社
Reading Skill Focus
Making an inference means reading between the lines to find out what the author is really saying, or making a reasonable guess based on what the author says. Sometimes a writer will suggest or express his or her ideas indirectly in a text.
unknown made on the basis of the known”. It is a very important reading skill. It helps you not only to understand better but also to appreciate more fully what you read.
CENTURY BUSINESS ENGLISH 世纪商务英语
阅读教程（基础篇2）（第四版）
主编：王洗薇
大连理工大学出版社
dutpgz
Unit 9 Customer Service
大连理工大学出版社
dutpgz
Good customer service means making customers feel special. In customer service, there’s such a saying —“The customer is always right”. Service is everything. If a person receives poor service from a store, he will probably avoid shopping there in the future. On the other hand, customers often remain loyal to a business that has excellent service even if their prices are high. The language in this unit is rather colloquial. So, through the learning of a new reading skill—making an inference, you can read between the lines.
国际商务英语阅读教程(第四版)
Unit 1~2 Mercantilism重商主义Trade surplus 贸易顺差Quota and tariff配额和关税Zero-sum game零和博弈Positive-sum game常和博弈The theory of absolute advantage绝对优势理论The theory of comparative advantage 比较优势理论Factor endowments要素禀赋理论Product life cycle 产品生命周期Economies of scale 规模经济First mover advantage先占优势Barrier to entry进入(市场)壁垒Porter’s diamond theory波特的钻石理论National competitive advantage国家竞争优势The department of commerce 商务部Letter of credit信用证Draft /bill of exchange 汇票bill of lading B/L 提单Sight draft即期汇票Time draft 远期汇票Banker ‘s acceptance 银行承兑Trade acceptance商业承兑汇票Countertrade 对等贸易Barter 易货贸易Switch trading 转手贸易Offset 抵消Counter purchase 互购贸易Compensation trade 补偿贸易1.波特钻石理论的主要内容①Factor endowments ②Firm strategy, structure, and rivalry③ Demand conditions ④Relating and supporting industries2.对等贸易的主要类型和优缺点①Types of countertradeCountertrade has evolved into a diverse set of activities that can be categorized as five distinct types of trading arrangements: barter, counter purchase, offset, switch trading, and compensation or buyback②The pros and cons of countertrade优：① The main attraction of countertrade is that it can give a firm a way to finance an export deal when other means are not available.② Thus if a firm is unwilling to enter into a countertrade agreement, it may lose an export opportunity to a competitor that is willing to make a countertrade agreement.缺：① Countertrade contracts may involve the exchange of unusable or poor-quality goods that the firm cannot dispose of profitably② In addition, even if the goods it receives are of high quality, the firm still needs to dispose of them profitably.Unit 3Strategic alliance 战略联盟Licensing 许可证Joint venture 合资经营Contracting 承包经营Partnership 合资人Return on investment 投资回报率Franchising 特许经营Contract manufacturing 生产承包Management contracting 管理承包1.许可贸易的优缺点优：①The basic advantage in licensing as contrasted to other approaches is theease and low cost of entering a foreign market.②Licensing is also advantageous in that it can be used to test a foreignmarket without the risk of capital loss should the market not be receptive to the manufacturer’s product.缺：①The greatest disadvantages to the licensor are that a potential competitoris set up.②There is a lack of control over production and marketing.③There may be incomplete market exploration.Unit 4Foreign direct investment 外国直接投资Small and medium-sized firms 中小企业Horizontal FDI 横向外国直接投资Vertical FDI 纵向外国直接投资Product life cycle 产品生命周期Backward vertical FDI 后移纵向外国直接投资Forward vertical FDI 前移纵向外国直接投资Transportation costs 运输成本Market impediments 市场阻碍Market power 市场力量Oligopoly 寡头垄断Specialized assets 特殊资产1.影响横向对外投资的因素①Transportation costs ②Market imperfections④Following competitors ④The product life cycle2.What are the impediments to the sale of know-how?①Licensing may result in a firm’s giving away its technological know-how to a potential foreign competitor.②Licensing does not give a firm the tight control over manufacturing, marketing, and strategy in a foreign country that may be required to profitably exploit tis advantage in know-how.③A firm’s know-how may not be amenable to licensing.Unit 5Bretton Woods System 布雷顿森林体系Fixed exchange rate 固定汇率制OPEC 石油输出国组织Organization of the Petroleum Exporting Countries Floating exchange rate regime 浮动汇率制Plaza Accord 和平广场协议Louvre Accord 卢浮宫协议Foreign exchange market 外汇市场European Monetary System 欧洲货币体系EMSExchange Rate Mechanism 汇率机制ERMEuropean Currency Unit欧元 ECUTrade deficit贸易赤字Real interest 实际利息Balance of payment 收支平衡表Forward market 期货市场Swaps 掉期交易1. 布雷顿森林体系/固定汇率制瓦解的主要原因As the only currency that could be converted into gold, and as the currency that served as the reference point for all others①It was financed by an increase in the money supply, which, in turn, led to a rise in price inflation from less than 4percent in 1966 to dose to 9 percent by 1968②The rise in government spending had stimulated the economy③Gave rise to speculation in the foreign exchange market that the dollar would be devalued④Weakening dollars lose its credibility.2. What are the reasons for the unexpected rise in the dollar between 1980 and 1985, and what are the reasons for the rapid fall of the US dollar between 1985 and 1987?The reasons for the unexpected rise in the value of the dollar between 1980 and 1985:①Strong economic growth in the US attracted heavy inflows of capital from foreign investors seeking high returns on capital assets.②High real interest rate attracted foreign investors seeking high vellums on financial assets③Political turmoil in other parts of the world.The reasons for 1985 and 1987：The fall in the value of the dollar between 1985 and 198 was caused by a combination of government intervention and market forces.Unit 6Common law 普通法Code civil law 成文法Roman law 罗马法Industrial property right 工业产权Act of god 不可抗力Element forces of nature 天灾自然因素Arbitration 仲裁Conciliation 调节Litigation 诉讼World court at the Hague 海牙国际法庭Tribunals for arbitration 仲裁庭U.N. convention on the Recognition and Enforcement of ForeignArbitral/Awards 联合国承认和执行外国仲裁裁决公约International Chamber of commerce 国际商会1. What are the differences between two legal systems in solving commercial disputes?①Under common law, commercial disputes are subject to laws which may be applied to either civil or commercial disputes since there is no specific recognition of commercial problems as such.②Code law differs in that there is a separate code specifically designed for business2. What are the procedures used by formal arbitration organizations? The usual arbitration procedure is for the parties involved to select a disinterested and informed party or parties as referee to determine the merits of the case and make a judgment that both parties agree to honor.Unit 7Intellectual property rights 知识产权Trade mark copyright, patents, trade secrets 商标权，版权，专利权，商业秘密Intangible assets, tangible assets 无形资产，有形资产Trademark registration 商标注册Generic terms 通称Infringement 侵权GATT 关贸总协定General Agreement on Tariffs and Trade1. What does intellectual property right consist of?①It consists of the products of individual’s minds—products that result from intellectual, creative processes.②Trademarks, copyrights and patents are all forms of intellectual propertyUnit 8The TRIPS agreement 与贸易有关的知识产权协议Need Hierarchy 需求层次理论Self-reference criterion 自我参考标准The adoption process 接纳过程理论High-context cultures 高背景文化Low-context cultures 低背景文化Poly-chromic time 多元化时间观Mono-chromic time 单一性时间观Perception 观念1. What are the characteristics of culture?①It is not innate, but learned②The various facts of culture are interrelated-touch a culture in one place andeverything else is affected.③It is shared by the members of a group and defines the boundaries betweendifferent groups.2. What are the main contents of Need Hierarchy theory?①Self-actualization ②Esteem ③Social ④Safety ⑤Physiological3. What is the concept of adoption process? How many stages will a person undergo before he can finally purchase a new product?Adoption process─through which an individual passes from the time of his or her first knowledge of an innovation to the time of adopting or purchase of the innovation.These stages are as follows: ①awareness ②interest ③evaluation④trial ⑤adoption4. What are the adopter categories? What is the feature for early adopter?Adopter categories are classifications of individuals within a market on the basis of their innovativeness. They include innovators、early adopters, the early majority, the late majority and laggards.The future for early adopter: They tend to be younger, have higher social status and in a more favorable financial position than later adopter. They must be responsive to mass-media information sources and must learn about innovation form these sourcesbecause they cannot simply copy the behavior of earlier adopters.Unit 9Organizational behavior组织行为学Multinational Corporation 跨国公司Maquiladoras 马基拉朵拉工厂Parochialism 地方主义NAFTA 北美自由贸易协定North American Free Trade AgreementKluckhohn-Strudtbeck framework 克拉克洪─斯托特柏克构架Hofstede framework 霍夫斯诺德构架BRICS 金砖五国巴西俄罗斯印度中国南非APEC 亚太经合组织Asia-Pacific Economic Cooperation1. Identify the sic cultural dimensions in the Kluckhohn-strodtbeck framework.①Relationship to the environment ②time orientation③nature of people ④Activity orientation⑤focus of responsibility ⑥conception of space2. Explain the dimensions of national culture in Hofstede framework.①Individualism versus collectivism②power distance③uncertainty avoidance④masculinity versus femininity。
《商务英语阅读》4理论教学大纲(供四年制本科商务英语专业使用)
《商务英语阅读》4理论教学大纲（供四年制本科商务英语专业使用）Ⅰ前言《商务英语阅读》(第四册)是外国语学院商务英语专业本科生的一门专业课程，主要面向我校国际商务专业或者相关专业的高年级本科学生。
本课程旨在使商务英语专业的学生更好地适应已经发生变化的国际商务环境，切实提高学生实际运用商务英语的能力。
同时，注重能力培养，主要培养学生的阅读理解能力、细致观察语言的能力、逻辑思维能力、吸收语言知识和文化背景知识的能力、通过阅读获取信息的能力。
此外，本课程还力求培养学生的阅读兴趣、提高阅读技能、养成阅读习惯和扩大词汇量。
为了适应我院学生的实际水平，更好地提高教学质量，现制订商务英语阅读课程教学大纲如下：本大纲适用于四年制本科商务英语专业使用。
现将大纲使用中有关问题说明如下:一为了使教师和学生更好地掌握教材，大纲每一章节均由教学目的、教学要求和教学内容三部分组成。
教学目的注明教学目标，教学要求分掌握、熟悉和了解三个级别，教学内容与教学要求级别相对应，并统一标示(核心内容即知识点以下划实线，重点内容以下划虚线，一般内容不标示)便于学生重点学习。
二教师在保证大纲核心内容的前提下，可根据不同教学手段，讲授重点内容和介绍一般内容，有的内容可留给学生自学。
三总教学参考学时为36学时, 其中理论36学时，实验0学时；理论与实验学时之比36:0。
四教材：《商务英语阅读教程4学生用书》，上海外语教育出版社，叶兴国，1版，2010年II 正文第一章一教学目的介绍课程的目的、范围、学习方法以及考核方式。
使学生认识国际贸易，了解世界贸易组织的体系。
培养学生逻辑思维和快速阅读的能力，扩展学生的相关商务知识，并使学生掌握一些相关的商务英语表达。
二教学要求(一) 认识并国际贸易(二) 了解世界贸易组织的体系、目的和功能(三) 掌握世贸组织协议的重要原则(四) 训练阅读速度和理解能力(五) 掌握文章中出现的词语和表达三教学内容(一) 课程设计、教学安排、课程要求的介绍。
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 .
世纪商务英语阅读教程专业篇1第四版Unit_4
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
4-2
Comprehensive Reading
Pre-reading Text A will concentrate on the introduction of the marketing concept and marketing mix. The standard four Ps and the extended three Ps will be covered in this text. By studying variations of seven elements of marketing mix, you should have the ability to reach multiple consumers within your target market. Now share your experience or ideas with your partners by discussing the following questions.
of
the
eight
definitions given below. If you like, compare the definitions here with others in a dictionary. If
国际商务英语阅读教程(第四版)-期末复习
Unit 1~2Mercantilism 重商主义 Neomeicantilist 新重商主义者Trade surplus 贸易顺差Quota and tariff 配额和关税Government intervention 政府干预Zero-sum game 零和博弈Positive-sum game 常和博弈The theory of absolute advantage 绝对优势理论The theory of comparative advantage 比较优势理论Factor endowments 要素禀赋理论Product life cycle 产品生命周期（+theory ……理论）Economies of scale 规模经济Diminishing returns 收益递减规律Green revolution 绿色革命Voluntary restriction 自动出口限制Deposit 佣金First mover advantage 先占优势Barrier to entry 进入(市场)壁垒Porter’s diamond theory 波特的钻石理论National competitive advantage 国家竞争优势The department of commerce 商务部Letter of credit 信用证Draft /bill of exchange 汇票bill of lading B/L 提单Sight draft 即期汇票Time draft 远期汇票Banker ‘s acceptance 银行承兑（+bill …汇票）Trade acceptance 商业承兑汇票Countertrade 对等贸易Barter 易货贸易Switch trading 转手贸易Offset 抵消Counter purchase 互购贸易Compensation trade 补偿贸易Mercantilism suggests that it is in a country’s best interest to maintain a trade surplus -- to export more than it imports（重商主义就是保持贸易顺差以实现一国的最大利益---出口超过进口）Mercantilism advocates government intervention(介入) to achieve a surplus in the balance of trade （重商主义主张政府介入以便实现对外贸易顺差）It views trade as a zero-sum game - one in which a gain by one country results in a loss by another （将贸易看成零和博弈，一个国家收益一个国家受损）Absolute Advantage 绝对优势Adam Smith argued that a country has an absolute advantage in the production of a product when it is more efficient than any other country in producing it亚当斯密认为一个国家生产一种商品比其他任何国家效率都高时存在绝对优势According to Smith, countries should specialize in the production of goods for which they have an absolute advantage and then trade these goods for the goods produced by other countries 按照亚当斯密的说法，各国应该专门生产具有绝对优势的商品，然后用他们交换其他国家生产的商品The Benefit（好处） of Absolute Advantage and Free TradeThe Principle for International Division of Labor–Absolute Advantage 国际分工的原则---绝对优势The Consequence（结果） of Division of Labor and Free Trade 分工的结果和自由贸易1. To Production: the Flow of the Factor of Production 生产要素的流动； the Efficiency of Factor Distribution 要素分配效率；the Quantity of Production 产品质量。
世纪商务英语阅读第四版(基础篇2)Unit 5
大连理工大学出版社
Human Resources Management
Undoubtedly, recruitment of employees directly influences the efficiency of an organization. So, during the recruiting process, preparations for interview questions and a formal interview should be done seriously. In addition to HR content, you are going to learn more about skimming in this unit.
大连理工大学出版社
Reading Skill Focus
Sample 2
Read the following paragraphs quickly and choose the most suitable headings for paragraphs 1-4. There’re more headings than you will need.
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Human Resources Management
Reading Skill Focus
Comprehensive Reading Practical Reading Words and Expressions
大连理工大学出版社
CENTURY BUSINESS ENGLISH 世纪商务英语
阅读教程（基础篇2）（第四版）
主编：王洗薇
大连理工大学出版社
Unit Five Human Resources Management
(最新整理)世纪商务英语阅读教程专业篇1第四版Unit_7
n. 供应厂商，供应者 n. 合伙企业 n. 杂货店 合伙企业的章程 v. 租用 n. 许可，执照 n. 实体 n. 总经理，常务董事 n. 破产 n. 资金，资本 独资（经营）
2021/7/26
5
7-1
Professional Words & Expressions
asset obligation transfer proprietorship profit supervise voice general partner risk liability limited partner
2. simplest, oldest, and most common form of business ownership in which only one individual acquires all the benefits and risks of running an enterprise
2021/7/26
8
7-1 TASK 1
1. one of the co-owners of a business organized as limited partnership who does not participate in the management of the firm
选项
O. limited partner
There are three basic forms of ownership structures for business entities: sole proprietorship, partnership and the diagram of the company’s organizational structure. Almost all large and medium-sized businesses are organized as corporations, such as General Motors, Bank of America, Microsoft and General Electric. But not all businesses are corporations. For instance, small ventures can be owned and managed by a single individual. This is called sole proprietorship. In other cases, several people may join to own and manage a partnership.
世纪商务英语阅读第四版(基础篇2)Unit 7
大连理工大学出版社
当我们试图找到某个具体信息时，通常不需要通篇仔细阅 读。要做的只是快速找到这个信息在文中所处的位置。找 到具体位置之后，再集中精力仔细阅读此处。 由于本文一开头便说明了文章讲的是state ofLouisiana， 因此要回答第1 题，我们只 要找到mean annual temperature 就会找到答案。注意问题中的mean 和 average 同义，都表示“平均的”，因此第1题的答案是 67 degrees Fahrenheit。 回答第2 题时，应快速查找到关键信息minimum rainfall 所处的大致位置。仔细阅 读这一部分内容后得知答案为 in autumn。
大连理工大学出版社
Reading Skill Focus
Comprehensive Reading Practical Reading Words and Expressions
大连理工大学出版社
Reading Skill Focus
Scanning (2)
CENTURY BUSINESS ENGLISH 世纪商务英语
阅读教程（基础篇2）（第四版）
主编：王洗薇
大连理工大学出版社
Unit 7
Teamwork
大连理工大学出版社
In working units, a positive relationship with colleagues is essential to your success. Text A in this unit will give you some suggestions on how to establish a meaningful working relationship with your boss, which means more advancement opportunities for you. Moreover, Text B gives suggestions on maintaining a strong team sense among co-workers, but before that, you may have to accept the competition among employees, which is more prevalent now. In Practical Reading you will read eight practical tips on team building, which is very thoughtful. Besides, you will continue to learn how to scan read passages further.
《世纪商务英语-----阅读教程》(第四版) 专业篇I
《世纪商务英语-----阅读教程》（第四版）专业篇ITest 1Part OneMatch the words and the definitions. Choose the correct word from the word box to each definition and write down the word in the bracket. (20 X 0.5%=10%)1. a written assurance that some products and service will be provided ( )2. a set of international recognized quality management standards. ( )3. the official process of settling an argument or a disagreement by sb. who is not involved.( )4. an amount of money that you pay once or regularly for an insurance policy. ( )5. it can make something know generally, especially, in order to sell it. ( )6. a small piece of printed paper that you can exchange for something or that gives you the rightto buy something at a cheaper price than normal. ( )7. amount of money spend ( )8. income, especially the total income of a company in a certain period. ( )9. the ability to make a profit. ( )10. legal procedure of being declared by a court of law not to be capable of paying its debts.( )11. discount. ( )12. the value of a company’s shares. ( )13. only to be used by one particular person or group. ( )14. formal permission given by a company to sb who wants to sell its goods or services in aparticular area. ( )15. a person or company that provides people with insurance. ( )16. showing what you must pay. ( )17. a written statement of a contract of insurance. ( )18. a failure to do sth. that must be done by law. ( )19. that cannot be changed ; final. ( )20.the act of ending sth. ( )Part TwoTranslate the following phrases into Chinese. (20X1%=20%)1.custom-designed2.freight bill3.quality standard4.real estate5.market segment6.executory contract7.property insurance8.gross profit9.sales volume10.profit margin11.market research12.junk mail13.product marketing14.Board of Director15.Maintenance Engineer16.budgeted account17.finished goods18.debt capital19.standard product20.Internal AuditPart ThreeChoose the best word to complete each sentence. （10X1%=10%）1.All organizations create_____ for customers.A. materialB. productionC. productsD. product2. The house is ______.A. for saleB. in saleC. to saleD. for in sale3. Part of my job is to _______good relationship with our suppliers.A. haveB. keep touch withC. keepsD. maintain4. What ________ of PC do you like?A. brandB. makeC. nameD. title5. The sales promotion team is ______ of well-known professionals in this fields.A. madeB. comprisedC. consisted upD. make up6. The manager needs to make joint decisions that are _______.A. badB. illC. badlyD. optimal7. The shop has been ______ to sell tobacco.A. licencedB. licensedC. licensingD. licencing8. We’ve decided to ______with the employees about our wage claim.A. appealB. meetC. negotiateD. call in9. He _____ a lot of money on repairing his house.A. paid outB. paid offC. paid upD. cost10. Commercial law offers a normal business environment and strong legal______ to operators.A. plansB. guaranteeC. policyD. decisionsPart FourCloze Test (15X1%=15%)The dynamic developing economies of the world are ripe with potential. Not only have they demonstrated extraordinary levels of 1 , but we believe this looks set continue, backed by 2 inflows of foreign investment. Fidelity Emerging Mark, Fund is 3 to help you capitalize on this promising outlook.The 4 to real success in Emerging Markets is research and resources, of Fidelity’s foremost 5 As the world’s largest 6 investment management organization, we can draw upon a(n) 7 network of offices covering developing economies across Asia ,Latin America and Europe.This local presence means we can 8 a hands-on approach, searching out a capitalizing on investment 9 as soon as they come to light. As a result, Fidelity I become one of the world’s 10 names in emerging stock markets: where we 11 manage 5 pounds billion?So act now to 12 out more about the Fidelity Emerging Markets Fund -- and get the potential of these dynamic markets teamed with the strength of the Fidelity organization. For more 13 , call us, free of 14 , from any of the countries below. If you 15 elsewhere, please use the UK number or post or fax the coupon.1. A. growth B. decrease C. height D. diminish2. A. slow B. increasing C. reducing D. fast3. A. thought B. designed C. considered D. supposed4. A. road B. method C. reason D. key5. A. words B. slogans C. ways D. strengths6. A. independent B. wealthy C. prosperous D. national7. A. intensive B. thick C. narrow D. extensive8. A. move B. apply C. reply D. demand9. A. situations B. disadvantages C. opportunities D. conditions10. A. few B. many C. honorable D. leading11. A. currently B. formerly C. recently D. likely12. A. look B. discover C. find D. learn13. A. news B. data C. information D. knowledge14. A. money B. pay C. fee D. charge15. A. live B. wait C. talk D. sleepPart FiveTranslate the following passage into Chinese.(1X15%=15%)Products available from business information fall into three broad categories: standard products(i.e. publications developed and approved by BSI committees), non-physical products(i.e. guide, training materials and electronic products) and joint products (i.e. combination of standard and non-standard.)In marketing, a product is anything that can be offered to a market that might satisfy a want or need. It is of two types, tangible (physical) and intangible ( non- physical). All productsoffered on a market can be placed between Tangible (Pure Product) and Intangible (Pure Service) items.Part SixThere are 3 passages in this part. Each passage is followed by unfinished statements. For each of them there are four choices marked A), B), C) and D). You should decide on the best choice. (15 X 2%=30%)Passage 1Questions 1 to 5 are based on the following passage.In 1939 two brothers, Mac and Dick McDonald, started a drive-in restaurant in San Bernadino, California. They carefully chose a busy corner for their location. They had run their own businesses for years, first a theater, then a barbecue restaurant, and then another drive-in. But in their new operation, they offered a new, shortened menu: French fries, hamburgers, and sodas. To this small selection they added one new concept: quick service, no waiters or waitresses, and no tips.Their hamburgers sold for fifteen cents. Cheese was another four cents. Their French fries and hamburgers had a remarkable uniformity, for the brothers had developed a strict routine for the preparation of their food, and they insisted on their cooks' sticking to their routine. Their new drive-in became incredibly popular, particularly for lunch. People drove up by the hundreds during the busy noontime. The self-service restaurant was so popular that the brothers had allowed ten copies of their restaurant to be opened. They were content with this modest success until they met Ray Kroc.Kroc was a salesman who met the McDonald brothers in 1954, when he was selling milk shake-mixing machines. He quickly saw the unique appeal of the brothers' fast-food restaurants and bought the right to franchise other copies of their restaurants. The agreement struck included the right to duplicate the menu. The equipment, even their red and white buildings with the golden arches.Today McDonald's is really a household name. Its names for its sandwiches have come to mean hamburger in the decades since the day Ray Kroc watched people rush up to orderfifteen-cent hamburgers. In 1976, McDonald's had over $ 1 billion in total sales. Its firsttwenty-two years is one of the most incredible success stories in modern American business history.1. This passage mainly talks about.A）the development of fast food servicesB）how McDonald's became a billion-dollar businessC）the business careers of Mac and Dick McDonaldD）Ray Kroc's business talent2. Mac and Dick managed all of the following businesses except.A）a drive-in B）a cinema C）a theater D）a barbecue restaurant3. We may infer from this passage that.A）Mac and Dick McDonald never became wealthy for they sold their idea to KrocB）The location the McDonalds chose was the only source of the great popularity of their drive-in C）Forty years ago there were numerous fast-food restaurantsD）Ray Kroc was a good businessman4. The passage suggests that.A）creativity is an important element of business successB）Ray Kroc was the close partner of the McDonald brothersC）Mac and Dick McDonald became broken after they sold their ideas to Ray KrocD）California is the best place to go into business5. As used in the second sentence of the third paragraph, the word “unique ”means. A）special B）financial C ）attractive D）peculiarPassage 2Questions 6 to 10 are based on the following passage.We can see how the product life cycle works by looking at the introduction of instant coffee. When it was introduced, m ost people did not like it as well as “regular” coffee, and it took several years to gain general acceptance (introduction stage). At one point, though, instant coffee grew rapidly in popularity, and many brands were introduced (stage of rapid growth). After a while, people became attached to one brand and sales leveled off (stage of maturity). Sales went into a slight decline. when freeze-dried coffees were introduced (stage of decline).The importance of the product life cycle to marketers is this: Different stages in the product life cycle call for different strategies. The goal is to extend product life so that sales and profits do not decline. One strategy is called market modification. It means that marketing managers look for new users and market sections. Did you know, for example, that the backpacks that so many students carry today were originally designed for the military? Market modification also means searching for increased usage among present customers or going for a different market, such as senior citizens. A marketer may re-position the product to appeal to new market sections.Another product extension strategy is called product modification. It involves changing product quality, features, or style to attract new users or more usage from present users. American auto manufacturers are using quality improvement as one way to recapture world markets. Note, also, how auto manufacturers once changed styles dramatically from year to year to keep demand from falling.6. According to the passage, when people grow fond of one particular brand of a product, its sales will ________.A) decrease graduallyB) remain at the same levelC) become unstableD) improve enormously（B）7. The first paragraph tells us that a new product is ________.A) not easily accepted by the publicB) often inferior to old ones at firstC) often more expensive than old onesD) usually introduced to satisfy different tastes（A）8. Marketers need to know which of the four stages a product is in so as to ________.A) promote its productionB) work out marketing policiesC) speed up its life cycleD) increase its popularity（B）9. The author mentions the example of “backpacks” (Line 4, Para. 2) to show the importance of ________.A) pleasing the young as well as the oldB) increasing usage among studentsC) exploring new market sectionsD) serving both military and civil needs（C）10. In order to recover their share of the world market, U.S. auto makers are ________.A) improving product qualityB) increasing product featuresC) modernizing product styleD) re-positioning their product in the market（A）Passage 3Questions 11 to 15 are based on the following passage.In 1960-1961, Chad （乍得）harvested 9800 tons of cotton seed for the first time in its history, and put out the flag a little too soon. The efforts of the authorities to get the peasants back to work, as they had slacked off （松懈）a great deal the previous year during independence celebrations, largely contributed to it. Also, rains were well spaced, and continued through the whole month of October. If the 1961-1962 total is back to the region of 45000 tons, it is mostly because efforts slackened again and sowing was started too late.The average date of sowing is about July 1st. If this date is simply moved up fifteen or twenty days, 30000 to 60000 tons of cotton are gained, depending on the year. The peasant in Chad sows his millet （小米）first, and it is hard to criticize this instinctive priority given to his daily bread. An essential reason for his lateness with sowing cotton is that at the time when he should leave to prepare the fields he has just barely sold the cotton of the previous season. The work required to sow, in great heat, is psychologically far more difficult if one's pockets are full of money. The date of cotton sales should therefore be moved forward as much as possible, and purchases of equipment and draught animals encouraged.Peasants should also be encouraged to save money, to help them through the difficult period between harvests. If necessary they should be forced to do so, by having the payments for cotton given to them in installments. The last payment would be made after proof that the peasant has planted before the deadline, the date being advanced to the end of June. Those who have done so would receive extra money whereas the last planters would not receive their last payment until later.Only the first steps are hard, because once work has started the peasants continue willinglyon their way. Educational campaigns among the peasants will play an essential role in this basic advance, early sowing, on which all the others depend. It is not a matter of controlling the peasants.Each peasant will remain master of his fields. One could, however, suggest the need for the time being of kind but firm rule, which, as long as it cannot be realized by the people, should at least be for the people.11. In 1960-1961, Chad had a good harvest of cotton because.A）the government greatly encouraged peasants1.B）rains favored the growth of cottonC）Chad gained independence in the previous yearD）Both A）and B）12. We learn from the passage that the date of sowing cotton is usually.A）on June 15th B）on July 15th C）on July 1st D）on July 20th13. As used in the third sentence of the second paragraph, daily bread refers to. A）breakfast B）bread and butter C）rice D）millet14. In order to help them through the difficult time between harvests the peasants haveto.A）sell cotton in advance B）be encouraged to save moneyC）sow cotton in time D）plant millet first15. Which of the following is NOT true?A）Educational campaigns are very important to early sowing.B）Of all the advances that the writer hopes for, early sowing is the most important.C）Peasants should remain the masters of their fields.D）Government might as well make good and firm rule for peasants.AnswersPart OneMatch the words and the definitions. Choose the correct word from the word box to each definition and write down the word in the bracket. (20 X 0.5%=10%)1. warranty2. ISO3. arbitration4. premium5. advertising6. coupon7. expenditure8. revenue9. profitability 10. bankruptcy11. allowance 12. equity 13. exclusive 14. franchise 15. insurer16. invoice 17. policy 18. breach 19 irrevocable 20. terminationPart TwoTranslate the following phrases into Chinese. (20X1%=20%)1. 定制的2. 运输费 3 质量标准 4. 房地产 5. 市场份额6. 执行合同7. 财产保险8. 毛利9. 销售额10. 利润空间11. 市场调查12. 垃圾邮件13. 产品推广14. 董事会15. 维修工程师16. 预算账户17 成品18. 债务资金19. 标准产品20. 内部审查Part ThreeChoose the best word to complete each sentence. （10X1%=10%）1. C2. A3. D4. A5. B6. D7. C8. C9. A. 10. BPart FourCloze Test (15X1%=15%)1.A2.B3.D4.D5.D6.A7.D8.B9.C 10.D 11.A 12.C 13.C 14. D 15. APart FiveTranslate the following passage into Chinese.(1X15%=15%)从商业资讯中获得的产品分为三大类：标准产品（即按英国标准学会委员会公布的标准许可生产的产品）、非标准产品（即产品指南，训练器材和电子产品）和组合产品（即标准产品和非标准产品的一体化产品）。
世纪商务英语阅读教程专业篇1第四版unit-8
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商务英语阅读教程专业篇2第四版 第一单元TextA翻译
7、国际开发协会为低收入国家服务，是国际复兴开发银行的补充。该协会与国际复兴开发银行共用一套人马，共享一个总部，审核项目时的标准都同样严格
8、世界上共有78个低收入国家，其中39个在非洲，国际开发协会是为这些国家提供最多援助的机构之一。它为低收入国家的基本社会服务提供的捐款是最多的。
9、国际开发协会的贷款条件很优惠。它所发放的贷款均不收取利息，还款时间可长达35至40年，其中包括10年的宽限期。另外，该协会还为发生债务危机的国家提供拨款。
3、世界银行由两个独特的发展机构—— 国际复兴开发银行(IBRD)和国际开发协会(ID动全球化的广泛、可持续发展。
4、国际复兴开发银行于1944年建立，是世界银行的前身，组织结构与公司接近，归其185个成员国所有和运营。该组织旨在通过提供贷款、担保、风险管理产品以及分析咨询服务等方式促进中等收入国家及资信良好的低收入国家的持续发展，从而减少这些国家的贫困。几乎世界上70%的穷人（日收入低于2美元的人群）都生活在中等收入国家。这些国家需向国际复兴开发银行借款，因为它们有大量的社会事宜要完成，其中也包括实现并超越千年发展目标。
1、世界银行是全世界发展中国家获得资金和技术援助的一个重要来源，重在实现致力于消除贫困及可持续发展的千年发展目标，这些目标指引着世界银行的工作方向，也为世界银行的工作成果提供了评价尺度。
2、世界银行以减少贫困为己任，志在通过与合作伙伴的共同努力，帮助发展中国家及其人民实现千年发展目标。为此，该机构致力于通过投资并赋权于贫困人口使之参与发展，来营造有利于投资、就业与可持续增长的环境，从而促进经济增长。
商务英语阅读上册第四版课后答案
商务英语阅读上册第四版课后答案1、What’s the price and what sort of _______ do you offer? [单选题] *A. advantageB. accountC. displayD. discount(正确答案)2、--Shall we have a swim?--Yes, let’s _______ it at 9:00 next Sunday. [单选题] *A. putB. meetC. setD. make(正确答案)3、Jane and Tom _______ my friends. [单选题] *A. amB. isC. are(正确答案)D. was4、I like booking tickets online，because it is _______. [单选题] *A. boringB. confidentC. convenient(正确答案)D. expensive5、Both Mary and Linda don't care for fish. [单选题] *A. 喜欢(正确答案)B. 关心C. 照料D. 在乎6、Is there ____ for one more in the car? [单选题] *A. seatB. situationC. positionD. room(正确答案)7、（）of the twins was arrested because I saw them both at a party last night. [单选题] *A. NoneB. BothC. Neither(正确答案)D. All8、It was（）of you to get up early to catch the first bus so that you could avoid the traffic jam. [单选题] *A. senselessB. sensible(正确答案)C. sentimentalD. sensitive9、It’s windy outside. _______ your jacket, Bob. [单选题] *A. Try onB. Put on(正确答案)C. Take offD. Wear10、Mom, I need you ______ me a pencil box.（）[单选题] *A. buyB. buyingC. to buy(正确答案)D. to buying11、No writer will be considered（）of the name until he writes a work. [单选题] *A. worthlessB. worthy(正确答案)C. worthwhileD. worth12、--What’s the weather like today?--It’s _______. [单选题] *A. rainB. windy(正确答案)C. sunD. wind13、78．According to a report on Daily Mail, it’s on Wednesday（）people start feeling really unhappy. [单选题] *A. whenB. whichC. whatD. that(正确答案)14、At last the plane landed at the Beijing Airport safely. [单选题] *A. 平稳地B. 安全地(正确答案)C. 紧急地D. 缓缓地15、We can see ______ stars at night if it doesn’t rain. [单选题] *A. a thousand ofB. thousandsC. thousand ofD. thousands of(正确答案)16、It took a long time to _______ Tom to go shopping with me. [单选题] *A. speakB. tellC. persuade(正确答案)D. talk17、This kind of banana tastes very _______. [单选题] *A. nice(正确答案)B. wellC. nicelyD. better18、63．There will be? ? ? ? ??? water on the road after the heavy rain. [单选题] *A．too much(正确答案)B．much tooC．too manyD．many too19、10．﹣Could you please sweep the floor？I’m going to cook dinner．﹣__________．I’ll do it at once，Mom．[单选题] *A．I’m afraid notB．You’re kiddingC．It’s a shameD．My pleasure(正确答案)20、He _______ maths. [单选题] *A. does well in(正确答案)B. good atC. is well inD. does well at21、I didn't hear _____ because there was too much noise where I was sitting. [单选题] *A. what did he sayB. what he had said(正确答案)C. what he was sayingD. what to say22、Can I _______ your order now? [单选题] *A. makeB. likeC. giveD. take(正确答案)23、Tom is ____ honest man, so we all like to work with him. [单选题] *A. aB. an(正确答案)C. /D. any24、We _______ swim every day in summer when we were young. [单选题] *A. use toB. are used toC. were used toD. used to(正确答案)25、26．—Mary, is this your pen?—No, it isn't. ________ is black. [单选题] *A．MyB．IC．MeD．Mine(正确答案)26、23．Susan doesn’t like cartoons. She would rather ______ Space War”. [单选题] * A．see (正确答案)B．seesC．seeingD．to see27、We are very hungry now. Can you _______ us something to eat? [单选题] *A. carryB. takeC. borrowD. bring(正确答案)28、My brother usually _______ his room after school. But now he _______ soccer. [单选题] *A. cleans; playsB. cleaning; playingC. cleans; is playing(正确答案)D. cleans; is playing the29、When you are tired, listen to music and try to _______ yourself. [单选题] *A. supportB. showC. playD. relax(正确答案)30、The flowers _______ sweet. [单选题] *A. tasteB. smell(正确答案)C. soundD. feel。
《商务英语阅读(第4册)》课件Unit 10
New words and expressions
• merchandise: n. 商品 • e.g. Merchandise can now circulate freely among the EU
countries.. 商品现在可以在欧盟国家之间自由流通。 • visualize:vt.构思，设想 • e.g. Try to visualize him as an old man. • 试着把他想象成一个老人。 • revamp: vt. 改变，翻新 • e.g. Meanwhile, China’s not waiting to revamp its economy. 与此同时，中国不等待改革经济。
Reproduction
Lead-in
Q1
Why is China’s economy developing rapidly in recent years?
Q2
What are the factors that restrict economic development?
Q3
In order to seek long-term sustainable development of economy, what shoud we do?
Role-play
• Mingle with your classmates. • Chinese Business morality survey: Interview
a classmate according to the following questions and make notes when necessary.
摩天大楼是一个城市繁荣的必然标志。
Reproduction – summary and discussion
世纪商务英语阅读教程专业篇1第四版Unit
1-1
Unit Introduction
Task 1 The followings are some explanations of the
expressions in this unit from an English Dictionary. Before reading the texts in this unit, try to match the words in Column B with the explanations and synonyms in Column A and compare your answers with those of your neighbours’.
__T_. __t_a_r_g_e_t_d_a_t_e________
4. the rate rises while production cost reduces.
__F_. __f_i_n_is__h_e_d__p_r_o_d_u_c_t___
1-1
Unit Introduction
5. a storehouse for goods and merchandise.
1-1
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Unit 1~2 Mercantilism重商主义Trade surplus 贸易顺差Quota and tariff配额和关税Zero-sum game零和博弈Positive-sum game常和博弈The theory of absolute advantage绝对优势理论The theory of comparative advantage 比较优势理论Factor endowments要素禀赋理论Product life cycle 产品生命周期Economies of scale 规模经济First mover advantage先占优势Barrier to entry进入(市场)壁垒Porter’s diamond theory波特的钻石理论National competitive advantage国家竞争优势The department of commerce 商务部Letter of credit信用证Draft /bill of exchange 汇票bill of lading B/L 提单Sight draft即期汇票Time draft 远期汇票Banker ‘s acceptance 银行承兑Trade acceptance商业承兑汇票Countertrade 对等贸易Barter 易货贸易Switch trading 转手贸易Offset 抵消Counter purchase 互购贸易Compensation trade 补偿贸易1.波特钻石理论的主要内容①Factor endowments ②Firm strategy, structure, and rivalry③ Demand conditions ④Relating and supporting industries2.对等贸易的主要类型和优缺点①Types of countertradeCountertrade has evolved into a diverse set of activities that can be categorized as five distinct types of trading arrangements: barter, counter purchase, offset, switch trading, and compensation or buyback②The pros and cons of countertrade优：① The main attraction of countertrade is that it can give a firm a way to finance an export deal when other means are not available.② Thus if a firm is unwilling to enter into a countertrade agreement, it may lose an export opportunity to a competitor that is willing to make a countertrade agreement.缺：① Countertrade contracts may involve the exchange of unusable or poor-quality goods that the firm cannot dispose of profitably② In addition, even if the goods it receives are of high quality, the firm still needs to dispose of them profitably.Unit 3Strategic alliance 战略联盟Licensing 许可证Joint venture 合资经营Contracting 承包经营Partnership 合资人Return on investment 投资回报率Franchising 特许经营Contract manufacturing 生产承包Management contracting 管理承包1.许可贸易的优缺点优：①The basic advantage in licensing as contrasted to other approaches is theease and low cost of entering a foreign market.②Licensing is also advantageous in that it can be used to test a foreignmarket without the risk of capital loss should the market not be receptive to the manufacturer’s product.缺：①The greatest disadvantages to the licensor are that a potential competitoris set up.②There is a lack of control over production and marketing.③There may be incomplete market exploration.Unit 4Foreign direct investment 外国直接投资Small and medium-sized firms 中小企业Horizontal FDI 横向外国直接投资Vertical FDI 纵向外国直接投资Product life cycle 产品生命周期Backward vertical FDI 后移纵向外国直接投资Forward vertical FDI 前移纵向外国直接投资Transportation costs 运输成本Market impediments 市场阻碍Market power 市场力量Oligopoly 寡头垄断Specialized assets 特殊资产1.影响横向对外投资的因素①Transportation costs ②Market imperfections④Following competitors ④The product life cycle2.What are the impediments to the sale of know-how?①Licensing may result in a firm’s giving away its technological know-how to a potential foreign competitor.②Licensing does not give a firm the tight control over manufacturing, marketing, and strategy in a foreign country that may be required to profitably exploit tis advantage in know-how.③A firm’s know-how may not be amenable to licensing.Unit 5Bretton Woods System 布雷顿森林体系Fixed exchange rate 固定汇率制OPEC 石油输出国组织Organization of the Petroleum Exporting Countries Floating exchange rate regime 浮动汇率制Plaza Accord 和平广场协议Louvre Accord 卢浮宫协议Foreign exchange market 外汇市场European Monetary System 欧洲货币体系EMSExchange Rate Mechanism 汇率机制ERMEuropean Currency Unit欧元 ECUTrade deficit贸易赤字Real interest 实际利息Balance of payment 收支平衡表Forward market 期货市场Swaps 掉期交易1. 布雷顿森林体系/固定汇率制瓦解的主要原因As the only currency that could be converted into gold, and as the currency that served as the reference point for all others①It was financed by an increase in the money supply, which, in turn, led to a rise in price inflation from less than 4percent in 1966 to dose to 9 percent by 1968②The rise in government spending had stimulated the economy③Gave rise to speculation in the foreign exchange market that the dollar would be devalued④Weakening dollars lose its credibility.2. What are the reasons for the unexpected rise in the dollar between 1980 and 1985, and what are the reasons for the rapid fall of the US dollar between 1985 and 1987?The reasons for the unexpected rise in the value of the dollar between 1980 and 1985:①Strong economic growth in the US attracted heavy inflows of capital from foreign investors seeking high returns on capital assets.②High real interest rate attracted foreign investors seeking high vellums on financial assets③Political turmoil in other parts of the world.The reasons for 1985 and 1987：The fall in the value of the dollar between 1985 and 198 was caused by a combination of government intervention and market forces.Unit 6Common law 普通法Code civil law 成文法Roman law 罗马法Industrial property right 工业产权Act of god 不可抗力Element forces of nature 天灾自然因素Arbitration 仲裁Conciliation 调节Litigation 诉讼World court at the Hague 海牙国际法庭Tribunals for arbitration 仲裁庭U.N. convention on the Recognition and Enforcement of ForeignArbitral/Awards 联合国承认和执行外国仲裁裁决公约International Chamber of commerce 国际商会1. What are the differences between two legal systems in solving commercial disputes?①Under common law, commercial disputes are subject to laws which may be applied to either civil or commercial disputes since there is no specific recognition of commercial problems as such.②Code law differs in that there is a separate code specifically designed for business2. What are the procedures used by formal arbitration organizations? The usual arbitration procedure is for the parties involved to select a disinterested and informed party or parties as referee to determine the merits of the case and make a judgment that both parties agree to honor.Unit 7Intellectual property rights 知识产权Trade mark copyright, patents, trade secrets 商标权，版权，专利权，商业秘密Intangible assets, tangible assets 无形资产，有形资产Trademark registration 商标注册Generic terms 通称Infringement 侵权GATT 关贸总协定General Agreement on Tariffs and Trade1. What does intellectual property right consist of?①It consists of the products of individual’s minds—products that result from intellectual, creative processes.②Trademarks, copyrights and patents are all forms of intellectual propertyUnit 8The TRIPS agreement 与贸易有关的知识产权协议Need Hierarchy 需求层次理论Self-reference criterion 自我参考标准The adoption process 接纳过程理论High-context cultures 高背景文化Low-context cultures 低背景文化Poly-chromic time 多元化时间观Mono-chromic time 单一性时间观Perception 观念1. What are the characteristics of culture?①It is not innate, but learned②The various facts of culture are interrelated-touch a culture in one place andeverything else is affected.③It is shared by the members of a group and defines the boundaries betweendifferent groups.2. What are the main contents of Need Hierarchy theory?①Self-actualization ②Esteem ③Social ④Safety ⑤Physiological3. What is the concept of adoption process? How many stages will a person undergo before he can finally purchase a new product?Adoption process─through which an individual passes from the time of his or her first knowledge of an innovation to the time of adopting or purchase of the innovation.These stages are as follows: ①awareness ②interest ③evaluation④trial ⑤adoption4. What are the adopter categories? What is the feature for early adopter?Adopter categories are classifications of individuals within a market on the basis of their innovativeness. They include innovators、early adopters, the early majority, the late majority and laggards.The future for early adopter: They tend to be younger, have higher social status and in a more favorable financial position than later adopter. They must be responsive to mass-media information sources and must learn about innovation form these sourcesbecause they cannot simply copy the behavior of earlier adopters.Unit 9Organizational behavior组织行为学Multinational Corporation 跨国公司Maquiladoras 马基拉朵拉工厂Parochialism 地方主义NAFTA 北美自由贸易协定North American Free Trade AgreementKluckhohn-Strudtbeck framework 克拉克洪─斯托特柏克构架Hofstede framework 霍夫斯诺德构架BRICS 金砖五国巴西俄罗斯印度中国南非APEC 亚太经合组织Asia-Pacific Economic Cooperation1. Identify the sic cultural dimensions in the Kluckhohn-strodtbeck framework.①Relationship to the environment ②time orientation③nature of people ④Activity orientation⑤focus of responsibility ⑥conception of space2. Explain the dimensions of national culture in Hofstede framework.①Individualism versus collectivism②power distance③uncertainty avoidance④masculinity versus femininity。