教育硕士英语翻译

Unit 1 Text1 What’s the Big Idea?
Nokia sponsors a wide range of educational, cultural and other activities. One of the most unusual activities was the sponsoring of “Future Histories”, a collection of stories by prominent writers of science fiction .Why should a telecommunications company become involved with literature? It could be called “research”.
诺基亚公司举办了一系列有关教育文化的的意义活动。

其中最不寻常的一项活动是举办“未来的历史”，由科幻小说作家们收集的小说故事系列。

为什么一个通讯公司变得与文学有牵涉，它就是所谓的“科学研究”。

Science and literature have traditionally been hostile to each other. Writers have regarded scientists as dull creatures who take pleasure in destroying great words of the imagination with boring facts. Scientists have thought of writers as frivolous people with no respect for the rules of evidence. At the heart of their mutual suspicion is the question of who owns the truth. Does something become real when it is imagined or when it is physically created?
科学和文学传统上就相互敌对。

文学作家认为：科学家们是一群愚蠢的生物，他们总是破坏人类伟大的想象取乐。

科学家则认为：文人作家们是轻浮的，没有尊循事实依据，两者相猜疑的中心交点在于：到底是谁拥有真理事实，是先有想像后来成成真呢？还是实际设计出变成真的？
Science fiction is the one area where these tow opposing groups have met and exchanged ideas . As its name suggests, science fiction is literature which predicts the technology of the future and the effect this will have on human society .Over the years many of their speculations have been remarkably accurate. Space travel, communications satellites, nuclear power, robotics, cloning and mobile telephony have all appeared in books before they appeared in reality.
科幻小说是两大对立集团相互邂逅并交流思想的公共领域。

顾名思义，科学小学是预测未来科技和如何影响人类社会的文学作品。

近年来，许多想象推测早己变成了现实，如太空旅行，通讯卫星，原子核能，机器人，克隆技术和移动电话，它们都是先出现在作品中然后才变成现实的。

Yet sometimes the writers have got it wrong. Nobody predicted the emergence of personal computers, for instance. And contact with alien beings from other planets still seems a long way off, despite being a common subject of science fiction.
有时，科幻作家们也会搞错。

从来没有人能预言个人电脑的出现，反之，尽管外星人早己成为科幻作品的描述对象，但到现在，与外星人的联系还有很长一段距离要走。

Over the years, the time between the prediction of new technology in science fiction and its actual discovery has become shorter. It took 100years before the moon landings predicted by the French writer Jules Verne actually took place. The idea of robots first emerged in the 1920s. The first robots were built in the 1970s.And in the 1940s,Arthur.C.Clarke predicted that communication satellites would circle the globe by the year 2000. These arrived 30 years before they were due.
近年来，在科幻小说中新技术的预言和它变为现实，两者之间的时间在缩短。

法国科幻小说家儒勒•凡尔纳预言的人类登月，整整用了100年才变成现实。

机器人的设想，再现在19世纪20年代，70年代就真正建成了。

十九世纪小说家科拉克预言，到2000年才能实现卫星通讯，结果提前30年，这一设想就实现了。

Richard Dawkins, a British scientist, recently stated that scientific discovery revealed the beauty and complexity of nature in a way that the human imagination could never do.
英国科学家，理查德•道克温斯最近声名：科学发现能够展示大自然的美和复杂性，相反人类的想像则做不到。

Yet this is not the end of the road for science fiction. Many of the developments it has predicted are used for communication and we are now in what is called the “information age”. And the people who have to do the work complain of “information overload”.
然而这并不是科幻小说的粉途末路，它所预言的很多发展正用信息交流，我们正在所谓的“信息时代”，西方国家超过三分之一的人口受聘于信息科技产业。

世界上的领导人倡导“知识型社会”的建立。

人们尽管抱怨“信息负担过重”但还必须从事这一行业。

In the middle of all this, there is a real need for people with vision. The future of business communication depends on the ability to imagine new realities and then produce products and services for them. In “Future Histories”, one story deals with an investor who constantly travels in search of new opportunities in high technology. He backs a company which produces intelligent robots, capable of learning new tasks from their environment. One day, he notices that the robots have stopped working. Eventually, he realizes that they are asking themselves a question which has never occurred to him. Why are we doing this? Writers in the information age have moved from predicting scientific discoveries of the future. Now they speculate about the effect of the revolution of communication on human society. In a world dominated by business and technology, there is still an important role to be played by people who can answer the question –what’s the big idea?
在所有问题中，人们具有想像力是必须的。

未来的商业交流主要依赖于把幻想变为现实的能力。

能力具备了，才能生产出更多的产品和享有更多的服务，在“未来的历史”中，讲述了一个投资人的故事，他经常奔波于探寻高科技带来的新机遇。

他主办了一家公司，主要生产智能机器人，这种机器人能够根据它所处环境而学习处理各种任务。

有一天，他发现，机器人停止工作了，最后，他才认识到：机器人们请教一个他以前从未发生过的问题。

信息时代的作家们已不再预言未来的科学发现，我们该怎样应对这一问题呢？于是人们就着手开始估测交际变革对人类的影响，在商业和技术占统治地位的社会中，人们仍需要扮演的一个重要角色，那就是回答：“什么是最大的主意呢？”
P10英译汉
Science fiction is a literary genre developed in the 20th century in which the fiction writer addresses how scientific discoveries, technological developments, and future events and societal changes affect
human beings. The description of these influences may be a careful and informed extrapolation of scientific facts and principles. Or it may range into farfetched areas flatly contradictory of such facts and principles.
科学幻想小说是20世纪发展起来的一种文学体裁，科幻小学作家在其作品中描述科学发现，技术进步以及未来的事件和社会变化如何影响人类，对这些影响的描写，可能是对科学事实和原理的一种细致而有根据的推断，或是描写与这些事实和原理完全矛盾的令人难以置信的一些领域。

P10汉译英
Science fiction was made possible only by the rise of modern science itself, notably the great revolutions in astronomy and physics. Science fiction proper began toward the end of the 19th century with the scientific romances of Jules Verne, whose science was rather on the level of invention.
由于现代科学的兴起，特别是天文学和物理学的巨大变革，科学幻想小说的出现才成为可能。

真正的科幻小说始于19世纪末儒勒·凡尔纳的科学幻想浪漫故事，不过，凡尔纳的科学只是停留在发明的水平上。

Text2 Casinos in Space
It was early morning in late August when explosions interrupted the sleepy silence on Briney 1, third planet from the Vegan solar suns. Simultaneously, disaster shattered the morning ling on Briney 2, the second inhabitable planet in the Briney System and sister planet to Briney 1.
深秋的一天清早，在Briney1星球上，突然，爆炸声打破了深沉的寂静。

这是Vegan太阳系和第三个行星。

与此同时，灾难也在Briney2星球的晨光中爆发。

这是Briney系统中的第2个适宜于人类居住的星球，也是Briney1的姊妹星。

Reports of the two events slowly seeped from the Briney System to Earth with news that thousands of innocent tourists died without warning when two Hilton Hotel Resort towers toppled within minutes on the sister planets. Over 3000 tourists had died as the morning suns rose to bathe the lands in warmth, and panic spread throuthout the Briney System.
有关两件事的报道慢慢地从Briney星系向地球传播。

有消息说，数千无辜者在没有任何预警情况下死去，当时两姊妹星系上的希尔顿旅游胜地在几秒内夷为平地，3000多旅客死于晨光沐浴的大地上，同时，恐慌迅速传遍整个Briney星系。

The year was 2022. Gambling had been outlawed on every continent of the Earth by the year 2010. Except for those isolated areas where occasionally an illegally run casino would appear, the Earth was virtually casino free. And it was a very risky business proposition for those illegal entrepreneurs,
because when caught, they would end up on the penal planet in the Andromeda system, for life. It was the death of casinos on Earth.
这一年是2022年，早在2010年，除了有的地方偶然出现非法赌博，那里是自由的，地球各个大洲都已宣布赌博为非法。

非法企业家运作这一行业带有很大的风险，如果一旦被抓，他们将终生结束正常生活，囚禁在Adnromeda系统，因而赌场在地球上寿终正寝。

At about the time the World Congress eliminated all on-planet casino gambling, anyone with money and nerve could safely travel from the Earth to the one hundred or so known habitable planets. It was the first privately owned resort starship, funded by the billionaire descendants of the casino owners of Las Vegas, the once-glittering Earth city in the Nevada desert.
在世界委员会消除地球上的所有赌博后，有钱且胆量大的人们便乘坐飞船安全的飞离地球，到其他己知适宜人类居住的星球，几年前，仅仅是装备完善的军用飞船才能够快速在在星际旅行。

仅仅几年后，第一艘非军事飞船叫做拉斯维加斯在规安装（根据美国著名赌城命名），拉斯维加斯，位于内华达沙漠腹地，曾是引人注目的赌城，那里的百万富翁大赌头的子孙们投资兴建了第一艘私人拥有的观光飞船。

All was not lost for gamblers who could afford a trip on the deep-space resort liner, the Las Vegas, built for vacationing throughout the known habitable planets of our galaxy, the Milky Way.
并不是所有的赌徒都能够支付得起太空旅行航程，拉斯维加斯，穿过我们太阳系中几处己知的适宜人类居住的星球建起通天之路。

Actually, deep space travel had been possible since the year 2015. It was a group of Michigan scientists who invented the technology for traveling to distant stars, light years from Earth, using the TSTAR space drive to move an object many times beyond the speed of light. It was first named the TSPACE drive, but had to be changed because of the highly classified nature of the drive’s technology. Any hint at the drive’s Capability, beyond its current use, had to be protected for security reasons. B y the year 2019, with certain government restrictions and supervision ,it was possible to use the new TSTAR drive, for private use, in the starship Las Vegas.
实际上，太空旅行早在2015年已经变成可能，一群密歇根科学家，他们发明了旅行科学技术，能够达地球外数光年的遥远星球，利用TSTR太空航天器，能够超光速若干倍的速度运送物体，它最初命名为TSPACE航天器，而且根据它高精度的分类属性进行改进。

*******************************************，在政府的限制和监管下，星际飞船拉斯维加斯为私人应用才变成可能。

It was their first time on the Las Vegas for this group of six .Barry Cohen and Elena Romanoff knew that it was going to be the ultimate in vacations: even better than their honeymoon in Hawaii. They convinced two other couples to join them without much coaxing since the trip was complimentary, not to mention that they would be able to gamble between star systems on the luxurious starship, the Las Vegas.
这是拉斯维加斯号的首次6人飞行，巴里·克林和埃琳娜·罗蔓沃夫深知：他们将腾空而起，到达
一个遥远的地方，这要比他们在夏威夷的度蜜月更刺激。

因为这次旅程免费，所以，他们没有费多少口舌便动员其他两夫妇参与，也没有提及，他们将乘坐最豪华的飞船——拉斯维加斯到星际间去赌博。

“Are you guys ready?” Barry asked as their jet liner prepared for final approach to the Cape Canaveral airport, in Florida. “you know, we’re so close to Disney World , you may want to change your mind.” He directed the remark to Paul Erickson, knowing that he might be able to stir him up a bit. Paul was the nervous type.
在佛罗里达州开普卡那沃罗尔机场，为航天发射的最后准备中，巴里问道：“你们都准备好了吗？你们应知道，我们类似到迪斯尼世界，现在改变注意还来得及”。

他直接对保罗·埃雷无森说，因为他知道，保罗是那种比较有激情、神经质的那种人。

“Now, Barry, I greed to go and I’m here, ”Paul said in his defense, moving his body forward to meet Barry eye to eye. His head, within inches of Barry’s face, revealed an oval face marked by a square chin, black curly hair, dark and bushy eyebrows, and a small nose just barely capable of supporting his gold-rimmed eyeglasses.
“现在，我同意去，我不是在这儿吗？”保罗反击道：他移了一下身子同巴里二目相对。

他的头同巴里的脸不到1英尺。

保罗长着一张圆脸，方下颏，黑卷发，浓浓的眉毛，小鼻子上方架着一副金边眼镜。

“Just checking, Paul,” Barry said, then glancing over at Mark Simonson with a big grin. “Because once we’re up in the Las Vegas, you won’t be able to change your mind.” Mark looked up and returned the grin. His hair was light-brown and thinning, with some strand dangling over the top of his gold wire-rimmed eyeglasses. As he smiled, he brushed his hair back where it belonged.
“那就好好检查一下吧，保罗”然后咧嘴笑着看了马克·西门森一眼，“因为我们一旦进入拉斯维加斯号，那时就不允许改变注意了！”马克看了，同样咧嘴笑了，马克的头发浅棕色，细长，许多缕垂在金边眼镜上方，当他微笑时，他习惯性把头发捋往身后。

“It’s what we have all decided on, ”Jane Erickson said, in Paul’s defense. “We’re going if we have to be tied down and gagged.” Jane had long ,thick, black hair down to her shoulders and a hint of gray streaks, which were noticeably visible at first glance.
“That’s the spirit,” Mark said.
“Come on guys,that’s enough,” Susan Simonson interjected. ”We are all going on this trip. It was decided a while ago. So let’s stop razzing Paul. Please?”
“那是我们共同的决定”简·埃雷克森对保罗回击道，“我们要去，因而必须努力和保持缄默，”简一头秀发，密密地，后垂在肩，打着弯弯的卷儿，一眼看去，尤其引人注目。

“那是我们的精神所在”马克补充说。

“好了，伙计们，够了！”苏珊·西蒙森打断话头，“我们要去远行，它难道是临时之计吗？不要再戏弄保罗了，好吗？
“I’m surprised at you, Barry,” Jane said. The passenger jet was almost at the gate and people were
readying their hand luggage for disembarking.” We’re all going, and we’re all going to have a great time. Enough said”
“It was just a joke,” Barry said. “I’m sorry, Paul. Hope you weren’t offended? ”
“Don’t worry about it,” Paul returned. “I can take a joke or two, and I was not offended.” He looked a bit hurt even though he hadn’t expressed it.
“我太惊喜了，巴里”简说，“旅行器引擎都已在发射塔前了，人们在为登机而准备随身携带的行李”。

“我们要动身了，我们将迎来一个难忘的时刻”埃诺说到。

“仅仅是个玩笑”巴里说：“对不起，保罗，请别当心”。

“不用担心”保罗回答说：“我也会开一两个笑话，我不会还击的”尽管他未再现出，但还是有点受到了伤害。

Barry quickly took notice of Paul and said, “No I insist on apologizing. I’m sorry, Paul.” Barry had thick light-brown hair and a medium build. He seemed to be in a good mood most of the time, and usually had a smile on his face or sometimes it was grin. That was a quality everyone liked about Barry.
Just then, the flight attendant announced, “Passengers, the aircraft is at the ga te and disembarking will commence in a few minutes.”
巴里迅速看了保罗一眼说：“我真的向你道歉，我错了”。

巴里一头浓浓的浅棕色头发，并且修剪得适中，多数时间，他心情很好，脸上常常挂着微笑，偶尔也咧嘴大笑，因而大家都与他相处友好。

这时，飞船服务员宣布：“乘客们，飞行器己在发射仓，几分钟内就要起飞。

”
“Great. We made it,” Barry said. “Hope you guys are ready?”
Everyone was quiet as they moved along on the walk way to an area where their luggage and a limousine awaited them. In less than an hour, there would be no turning back, because they would be leaving Earth behind.
“太好了，我们就等这一刻”巴里喊道：“希望伙计们都做好准备。

” 每个人静静的沿着走廊把行李放下，一辆三排座豪华轿车正在等他们，不到一小时，他们将把地球远远抛在身后，不再回来。

Unit 2 Text1 A Definition of Management
Management is a complex process. Through management. managers coordinate the work of people with other resources. More formally, management is defined as the process of effectively and efficiently using an organization’s resources to achieve objectives through the functions of planning, organizing, leading, and controlling. Successful management requires an understanding of how a firm operates. Managers must comprehend the in dividual components if a firm’s activities in order to
complete their tasks properly. For example, a manager must understand how the company’s products--goods or services –are produced, financed, and distributed.
管理工作是项复杂的过程，通过管理，管理者可以使人的工作与其他资源协调一致。

说的正式点，管理工作就定义成一项有效性和高效性地利用公司资源，通过制定计划，组织管理，领导监督和控制运作等功能，更好地实现公司目标。

成功的管理工作要求管理者必须对公司运作有深刻的理解，为了更好地完成任务，管理者必须综合平衡个人的胜任能力和公司的产销活动。

打个比方说，管理者必须了解这个公司的产品（货物或服务）是怎样生产，注入资金，怎样分配和销售的。

Effectiveness and efficiency are particularly crucial aspects of management. Effectiveness means that the right things are done to provide a product of value. Efficiency indicates that resources are used wisely and are not wasted. A successful company is one that is both effective and efficient.
高效性和有效性是管理工作尤为重要的两个方面，高效性意味着正确利用某物使之产值最大化，有效性是指明智地利用某物，不能浪费，成功的公司同时具备有效的和高效的这两个属性。

An effective manager makes certain that employees work on tasks for which they are well trained and competent. An efficient manager constantly monitors how resources are used in order to minimize waste. The resources available to a manager are human, financial, physical, and informational. Managerial success is determined principally by the degree to which mangers coordinate these resources and then use them wisely to offer customers products they want. Achieving this type of success in today’s complex and global business environment is challenging. In part ,mangers must show employees how to welcome and adapt to constant change while helping them make extraordinary contribution.
高效的管理者要确保雇员努力工作，接受良好培训，能够胜任工作任务，高效管理者经常监督：怎样利用资源，使浪费最小化。

对管理者来说，有效资源是指人力资源；财政资源，物质财产资源和信息资源，管理是否成功，主要取决于管理者如何协调这些资源，明智运用资源，为顾客们提供他们所想要的产品。

在现今日益复杂化和全球化的商业环境中，要做到成功管理是非常有挑战性的，有时，管理者有必要向雇员讲明，如何接受和适应经常变换的环境，使他们做出突出贡献。

Human resources. The one critical resource in all organizations is human resources. Human resources are the people through whom and with whom managers work to achieve objectives The challenge to managers is to motivate each person to work as effectively and efficiently as possible. Mangers must also make sure that human resources have the resources they need to be productive.
人力资源，它是所有公司中最为关键的一个资源，人力资源是指人们通过自身努力和管理者的管理工作达到相关目标。

对管理者最大的挑战是激励每个人尽可能有效和高效地工作，管理者也必须确保每个人都具备他们进行生产所必备的其他资源。

（也就是劳动者和劳动资料紧密结合）
Financial resources. Financial resources are the monetary resources required to sup port a firm’s current and future activities .These resources are used to acquire and maintain the company’s human, physical, and informational resources.
资金资源：资金资源是支撑一个公司的当前和未来生产活动的财力资源，它常常被用来满足和维持公司的人力、物产和信息资源。

For profit companies acquire financial resources through investments made by stockholders, funds borrowed from banks and other financial institutions, and retained earnings. For governmental agencies, financial resources are provided by a local, state, and /or federal government’s taxing authority. Donations serve as the source of financial resources for charitable organizations. churches, and other nonprofit firms.
为了利润，公司要求财力资源来支持，这些财力资金由股东投资、银行贷款、其他金融机构或自己的所挣所得构成。

对于政府主办的机构公司来说，资金来源主要由地方、州或者是联邦政府的税收机关提供。

捐献是慈善机构、教堂和其它非营利机构的主要资金来源。

Physical resources. A third type of resources which mangers use to accomplish objectives is known as physical resources. These include raw materials, land, buildings, furniture and office equipment, computers, machinery(including robots), and physical inventories. Clearly, physical resources are important to a firm’s success. However, because a firm with adequate financial resources can buy the best physical equipment, educated human resources may be more important than physical resources.
物产资源：管理者用于完成各种目标的第3个资源是物产资源，它包含原材料、土地、建筑物、家具和办公设施、计算机、机器（包括机器人）和各种货物库存。

很明显，物产资源对一个公司的成功动作非常重要。

当然，如果一个公司有足够的财力，可以购买最上乘的物品装备，雇用受过良好培训的人力资源，那要比物产资源更重要。

Informational resources. Informational resources are data that have been analyzed and converted into forms that help managers make effective decisions. To be useful, informational resources must be correct, timely, concise, and comprehensive. Examples of these resources include budgets, sales forecasts, economic forecasts, analyses of in-house training programs, and a host of other documents that help managers make decisions.
信息资源：信息资源是经过分析和转换的数据，它能帮助管理者进行有效决策。

为了更实用，信息资源必须正确、及时、简要、广泛全面。

信息资源的实例包括财政预算、市场预测，经济前景预测、公司内部培训计划分析，和其他的帮助管理者决策的文献材料。

In today’s complex global markets, the skillful use of informational resources is necessary for a co mpany’s success. Organizational resources are often closely related. For example, the effective and efficient use of financial markets. Sophisticated computer systems may be needed to convert data into useful information. Human resources can achieve maximum productivity only when they have access to appropriate types of physical resources. The challenge to managers is to reorganize the overlap among resources while valuing the importance of each.
在现今复杂化全球化的市场上，信息资源的有效利用对一个公司的成功是必须的，各种资源常常是密切相关的。

例如，财力资源的有效和高效利用受人力资源对国际财经市场的理解的影响。

复杂的计算机系统可以用作把数据转换成为有用的信息，只有当人力资源与物质资源的正确类型相
匹配时，才能实现产出最大化，对管理者的挑战就是评估各种资源的重要性时重新组合，去提重叠部分。

P23 英译汉
Managerial economics is the study of the application of economic principles of decision making in business firms or in other management units. The basic concepts are derived mainly from microeconomic theory, which studies the behavior of individual consumers, firms, and industries, but new tools of analysis have been added. Statistical methods, for example, are becoming increasingly important in estimating current and future demand for products.
管理经济学研究将经济学原理运用于企业公司或其他管理部门的决策之中。

其基本概念主要来自在研究个人消费者，公司和待业的经济行为的微观经济学，但加进了新的分析方法。

例如：各种统计方法在估计产品当前和今后的需求中己日渐重要。

P24汉译英
Good management is a vital element in achieving personal and social objectives. Good management can create high quality and high productivity, minimize conflicts and maximize cooperation, all of which lead to lead to an improving economy which lays an excellent foundation for personal development and social progress.
好的管理是实现个人和社会目标的不可缺少的内容。

好的管理可以创造高质量的工作和高生产率，可以把冲突减至最低程度和最大限度地促进合作，所有这引起会使经济不断改善，而这又为个人发展和社会进步打下很好的基础。

Text2 Culture and International Business
The success or failure of a company abroad depends on how effectively its employees can exercise their skills in a new location. That ability will depend on both their job-related expertise and the individual’s sensitivity and responsiveness to the new cultural environment. One of the most common factors contributing to failure in international business assignments is the erroneous assumption that if a person is successful in the home environment, he or she will be equally successful in applying technical expertise in a different culture.
国外公司的成功与否取决于它的员工能不能在新地方高效地发挥自己的聪明技巧，取决于在新的文化氛围中的两种能力：一是与工作有关系的工作能力，一是个人的工作责任心。

有一个共同的因素经常导致国际商务的失败，那就是一个人在国内商务环境中取得了成功，那么他（她）同样地把这种工作技能运作于不同的文化。

Research has shown that failures in the overseas business setting most frequently result from an inability to understand and adapt to foreign ways of thinking and acting rather than from technical or professional incompetence. At home ,US businesspeople equip themselves with vast amount of
knowledge of their employees, customers, and business partners. Market research provides detailed information on values, attitudes, and buying preference of US consumers; middle-and upper-level mangers are well versed in the intricacies of their organization’s culture; and labor negotiators must be highly sensitive to what motivates those on the other side of the table. Yet when North American turn to the international arena; they are often only willing to deal with customers, employees, and fellow workers with a dearth of information that at home would be unimaginable.
调查结果显示：海外商务公司失败的原因，并不是专业能力不胜任，而是对国外思维行为模式的不理解和不适应。

在国内，美国商人用大量的知识来武装他们的雇员，消费者和商业背景。

市场调研也提供了美国消费顾客的价值观、心态和购买倾向等许多详细的信息，中高水平的管理者非常精通他们错综复杂的企业文化，非常敏感劳资双方关系和激励谈判桌上的另一方伙伴。

但是当北美商人们转向国际商业大舞台时，他们仅仅愿意关注顾客、雇员、和工作同事，对其他了解不多，这在国内是简直难以想像的。

The literature on international business is filled with examples of business miscues when US corporations attempted to operate in an international context. Some are mildly amusing. Others are downright embarrassing. All of them, to one degree or another, have been costly in terms of money, reputation, or both. For example, when American firms try to market their products in other countries, they often assume that if a marketing strategy or slogan is effective in Cleveland, it will be equally effective in other parts of the world. But problems arise when cultural context changes.
有关国际商务的文件资料记载了一些美国公司在国际商务环境中运作的失败案例。

这些公司有的显得很好笑，有些显得很尴尬，在这样或那样的某种程度上，他们的声誉和钱财损失惨重。

举例来说，美国公司在其它国家外销产品时，他们常常这样臆测：这些市场营销策略或口号在克里夫兰非常有效，那么在世界上其他的地方也肯定同样奏效，当文化内容背景改变了，一系列问题也就出现了。

Just as inattention to the cultural context can result in some costly blunders in marketing and management, and it also can affect seriously the success of international business negotiations. Time, effort, reputation, and even contracts can be lost because of cultural ignorance…The world is changing faster than most of us can calculate, and if American businesspersons are to meet the challenges of an increasingly interdependent world, they will need to develop a better understanding of how cultural variable influence international business enterprises. A healthy dialogue between cultures and members of the international business community will be an important step in achieving that needed understanding.
由于对文化内容背景的不注意，导致了市场营销和管理方面的重大失误，也严重影响到国际商务会谈协商的成功，时间、努力，声誉甚至是合同都因为文化背景的缺乏而丢失。

世界的变化要比我们预测快得多。

假如美国商人要迎接日渐紧密的互相依存的世界带来的挑战，那么他们就需要很好的理解不同的文化如何影响国际商务企业。

要想取得更好的理解，在不同的文化和国际商业界成员之间的健康和谈对话是很重要的一步。