商务英语阅读自考.ppt

第一单元 财经,一、学习目的与要求 通过本单元学习，认知商贸英语文章的内在逻辑关系，帮助学生提高阅读理解的能力，了解国际财经概况。,二、考核知识点与考核目标,（一）课内训练（重点） 识记：1. When Bankers Bets Go Bad 银行家的猜测落空 名词解释： OCC: Office of the Comptroller of the Currency 通货监理局 Alan Greenspan 艾伦格林斯潘，美联储主席 句子翻译： The bank had doubled profits in the past year via a string of successful mergers, but on Apr. 21 it reported that its securities portfolio had unrealized losses of nearly $131 million.在过去的一年中银行已经通过一系列成功的合并双倍盈利，但在4月21日却传出报告说证劵投资组合造成近一亿三千一百万美元的损失。 Were considering strategies that make the most sense if rates are going up much more aggressively and sooner than anticipated.如果利率继续以超出我们想象的强劲势头增长，我们就要考虑最明智的决策。,Federal Reserve Chairman Alan Greenspan argues that their widespread use spreads risk among different market players, including nonfinancial companies, making the financial system a lot safer. All the same, Greenspan reminds banks that they need to keep pace with changes in the market and “readjust accordingly”. 美联储主席艾伦格林斯潘解释说， 它们（衍生工具）的广泛使用分散了隐蔽在市场上不同公司的风险，包括非金融公司的风险，使得金融系统安全了许多。同时，格林斯潘提醒银行要跟上市场的千变万化，及时作出“相应的再调整”。,2. Creating Government Financing Programs for Small and Medium-sized Enterprises in China 中国为中小型企业提供政府财政援助项目,名词解释： Labor-intensive 劳动密集型 SME: small and medium-sized enterprise 中小型企业 SOE: state-owned enterprises 国有企业 句子翻译： In China, as a result of the economic reforms and market opening measures, SMEs have enjoyed remarkable development and have grown to become an important force in contributing towards sustained and rapid growth of the Chinese economic.在中国，由于经济改革和市场开发等措施，中小企业有了越来越大的发展，逐渐演变为中国得以可持续发展的中坚力量。,The question that this paper investigates is: What types of financing programs are the most appropriate for the government of China, if it wants to make more capital available to SMEs? 本文研究的重点是：如果中国政府希望能够给予中小企业更多的贷款，哪种投资计划更合适。,（三）课外练习（一般）,理解：1.Carlyle Groups Asian Invasion 加雷集团的亚洲扩张 名词解释： Venture-capital 风险资本 Carlyle Group 凯雷投资集团 Citigroup 花旗集团、 2. Why the Dollar Is Blooming Again 为什么美元再次复兴？ 名词解释： Greenback 美元（俚语） Lehman Brothers Inc 雷曼兄弟公司 European Central Bank 欧洲中央银行 Federal Reserve Bank 美国联邦储备银行,（四）拓展阅读（一般）,（四）拓展阅读（一般） 理解：1. How Banks Pretty up the Profit Picture 银行如何美化收益前景 2. Thai Stocks What Goes Up 泰国股市：到底是怎么了？ 3. Inventing to Order 以市场为导向开发产品 4. Its an Office Party in Hong Kong 香港办公楼地价之争,第二单元 人力资源管理,一、学习目的与要求 通过本单元学习，掌握商务英语阅读中的快速阅读技巧，了解人力资源管理概况。,二、考核知识点与考核目标,（一）课内训练（重点） 识记：1. Chinas Problem of Labor 中国人力资源问题 名词解释： Confucian heritage 孔子遗训 Micro-managing 微观管理 Job rotation 轮岗,句子翻译： Many underestimate the cost of local staff. Chinese graduates often have an inflated view of their own, complain some foreign managers. Multinationals are also competing for talent with Chinas domestic companies, which need to improve the quality of their people as their markets open to foreign rivals.许多人低估了本土雇员的成本。一些国外的经理们抱怨说，中国的毕业生常常过分夸大自身的价值。不少跨国公司也在和中国本土的公司竞争人才，这就意味着中国公司同样应当提高员工的素质，因为中国市场已经向国外的竞争者开放了。 But the growing shortage of executive talent may make the growth assumptions written into many business plans over-optimistic.但是日渐匮乏的管理人才使得商业计划书对未来经济增长的假设显得过于乐观。,2. No Prizes for Runners-up 奖励只给最优秀的员工 名词解释： Redundancy payment 冗余支出 Benefit package 福利包 Merit budget 贡献奖 Flexible reward 灵活的奖励方式 Egalitarian Europe “人人平等的欧洲”,句子翻译： But benchmarking employees, and then paying them different rates, can turn out to be a minefield if handled badly.但是仅仅用一种单一的标准来衡量员工，然后以此对他们进行区分奖励，一旦操作有误很有可能造成恶劣后果。 Those that want rewards to be cost-effective but memorable are seeking the services of firms that specialize in employee recognition.那些很想奖励员工而且希望所付出的奖励能够被员工铭记于心的公司往往会去寻找一种服务，帮助他们用巧妙的办法来俘获员工对公司的认同感。,（三）课外练习（一般） 理解：1. The Inside Story（PartThe Power of Online HR Management） 背景故事：（一、在线人力资源管理的威力） 名词解释： Ford 美国福特汽车公司 BP British Petroleum 英国石油公司 Outsource 人力资源外包 Holiday entitlement 员工休假权 Expatriate employee 外派员工 2. The Inside Story（PartOnline Training as an Alternative） 背景故事：（二、在线培训） 名词解释： Curriculum Vitae 个人履历表,（四）拓展阅读（一般） 理解：1. Organized Labor Revival（PartAre Unions Declining in Europe?） 工会组织的复兴（一、欧洲工会组织正在消亡？） 2. Organized Labor Revival（PartUnion Revival，True or Not?） 工会组织的复兴（二、工会组织正在复兴？） 3. Case Study Is There a Nice Way to Fire Your Employees? 案例分析：真有合理地解雇员工的好办法吗？ 4. Hold that Body Count! 人力的真正意义!,第三单元 市场,一、学习目的与要求 通过本单元学习，掌握商贸英语阅读中长难句的分析方法，了解市场营销方式、广告策略、销售经典案例等概况。,二、考核知识点与考核目标 （一）课内训练（重点） 识记：1. Celebrity Endorsements as a Strategy 营销策略之名人效应 名词解释： Bill Cosby 比尔考斯比，美国黑人，喜剧之父,1. Andy Griffith, Meryl Streep, and Oprah Winfrey could successfully advertise a large number of products because they have extremely high ratings for well-knownness and likability(known as the Q factor in the entertainment industry).安迪格里菲、马里斯特利普和奥普雷温弗利在许多产品上成功的做了广告，因为他们在知名度和人气上层次较高（在娱乐界称为Q因素）。,2. Not only does Jordans image appear in ads but the message is multiplied in the sales of T-shirts, toys, games, and countless additional items. With it all, Jordan is modest. “I never really envisioned myself having any kind of major impact on people,” he says. “Its fun, but its also a lot of responsibility, and I dont take that lightly.” 乔丹的形象不仅出现在广告中，而且被移植到了T恤、玩具、活动和无数的其他项目中。对于这一切，乔丹曾经谦逊地说：“真的，我从来没有想象到我自己对人们有如此重要的影响。”他说，“这很有趣，但也有许多责任，而我不能轻率地对待。”,3. Alternatively, advertisers can choose to use “spokescharacters”. Owens-Corning has used the Pink Panther for nearly 20 years to endorse its insulation products, and Metropolitan Life has used the Peanuts gang to promote its insurance policies. Another way advertisers protect themselves is by using deceased celebrities. Through the wonders of technology, television viewers see screen legends John Wayne pitching Coors beer and Fred Astaire dancing with a Dirt Devil vacuum cleaner. 此外，作为一项选择，广告主不一定要用真人来促销产品，而可以选择一个“代言人”（不一定是真实的人，可以是动画人物，甚至可以是动物）。例如，奥弗恩斯科宁用粉红豹来促销其粉红色的绝缘材料已有20多年；大都会人寿保险公司用花生少年来促销其保险政策。广告主保护自己的方法之一就是减少名人的运用。例如，通过神奇的技术，电视观众看到了荧幕传奇人物约翰维尼叫卖科拉斯啤酒的镜头，还看到了弗莱特阿斯泰尔与一台名叫清洁助手的吸尘器一起跳舞的情形。,2. Challenges in Global Advertising and Promotion 广告及销售全球化的挑战 名词解释： Avon China Inc. 雅芳（中国）公司 FedEx 联邦快递，全球最大的快递公司 James Bond 詹姆斯邦德，代号007，全球知名的英式间谍形象,句子翻译： The style of the ad. Is also important, because comparative ads, while acceptable and even common in the United States and Canada, are less commonly used in the United Kingdom, unacceptable in Japan, and illegal in India and Brazil.广告的形式也很重要，因为比较性广告在美国和加拿大可以被接受，甚至非常普通，但在英国却很少使用，在日本无法接受，而在印度和巴西则是非法的。 Coca-Colas Indian subsidiary was forced to end a promotion that offered prizes such as a trip to Hollywood, because it encouraged customers to buy in order to gamble, in violation of Indias established trade practices.可口可乐印度分公司被迫停止提供奖项，诸如好莱坞旅游的促销活动，这种活动使顾客的购买行动带有赌博性质，而这违背了印度的贸易惯例。,（三）课外练习（一般） 理解：1. Advertisement 广告 名词解释： Bureau of Public Enterprise, BPE 国有企业局,实际负责推动民营化计划的机构 Management Information System (MIS) 管理信息系统 Manual of accounting procedure 会计手续规则,2. Marketing to Latinos and African Americans 拉丁美洲及非洲的营销策略研究 （四）拓展阅读（一般） 理解：1. Advertising on the Web Companies Grab the Brass Ring 网络广告：公司的新商机 2. From Harley-Davidson Armchairs to Coca-Cola Fishing Lures The Rise of Corporate Branding 企业品牌化的兴起：从哈雷牌轮椅到可口可乐牌鱼饵 3. Offering Guarantees to Promote Sales 提供质量保证以提高销售额度 4. Power Pricers: How Smart Companies Use Price as a Strategic Tool 价格的威力：精明商家的价格策略,第四单元 管理,一、学习目的与要求 通过本单元学习，掌握基本商务知识理论，了解国际知名企业的基本管理理念，掌握基本国际商务背景知识。,二、考核知识点与考核目标 （一）课内训练（重点） 识记：1. Cross-cultural Management 跨文化管理 名词解释： MBA: Master of Business Administration, 工商管理硕士 Pay-for-performance (PFP) 业绩付酬按照实际业绩付给酬劳 Matrix structure 矩阵结构,句子翻译： A fairly obvious cultural divide that has been much studied is the one between, on the one hand, the countries of North America and north-west Europe, where management is largely based on analysis, rationality, logic and systems, and, on the other, the Latin cultures of southern Europe and South America, where personal relations, intuition, emotion and sensitivity are of much greater importance.一方面，北美和欧洲西北部的管理方式大都是基于分析、理性、逻辑和系统；而另一方面，在南欧和南美的拉丁文化中，人际关系、直觉、情感和敏感性则更为重要。这两种明显的文化划分已经被广为研究。,2. Trompenaars also reports that Singaporean and Indonesian managers objected that pay-for-performance caused salesmen to pressure customers into buying products they didnt really need, which was not only bad for long-term business relations, but quite simply unfair and ethically wrong. 特龙彭纳斯也发现新加坡籍和印尼籍经理反对按业绩付酬，他们认为这种方式会使得推销人员强迫顾客购买他们并不需要的物品，这样做不仅不利于长期生意往来，也完全不公平，而且道理上也讲不通。,3. Andre Laurent, a French research, has said that in his experience, French managers would rather see an organization die than tolerate a system in which a few subordinates have to report to two bosses. 法国研究员安德劳伦根据自己的经验认为，法国经理宁愿一个公司解体，也不愿面临向两个老板汇报的窘境。,2. Motorola Modes of Handling Ethical Issues Transculturally 跨文化管理“摩托罗拉模式”所遵循的原则是什么？ 句子翻译： The simplest mode is one in which Motorola makes no particular effort to adjust to the local culture, but merely clarifies its policy on a given issue, and implements that policy regardless of whether it overlaps with the values or standards of the host culture.最简单的模式是摩托罗拉针对当地文化，并不作任何特别的调整，只是阐明一个既定的决策，并且实施这个决策而不管它是否与当地价值观或文化标准有所重合。,In some situations, the overlap between Motorolas standards and certain practices of the host culture might be so limited that the corporation has no choice other than simply to abide by its own standards and attempt to remain viable in that country.在一些情况下，摩托罗拉的价值标准与东道国特定惯例的重合之处甚为有限，公司别无选择，只能遵守自身的准则，同时也尽量保持在东道国的可实行性。,3. An excellent example is provided by Nippon Motorola Ltd(NML), which has squarely faced the fact that gift-giving and receiving have been deeply imbedded in Japanese culture since long before the advent of modern industry there. 一个贴切的例子是日本摩托罗拉有限公司，早在现代工业在日本出现以前很久，礼尚往来就已渗透于日本文化之中。,4. The manager of the Malaysian facility was a Malaysian who recommended firmly against the individual reward approach, saying that Malaysian employees cared more deeply about steady annual raises at least sufficient to keep up with inflation, and about life-long job security.马来西亚摩托罗拉机构的经理是当地人，他强烈反对奖励个人的机制，认为马来西亚雇员更注重每年的加薪，至少应跟的上通货膨胀，还注重终生工作的稳定性。,5. However, the key point here is the obvious one that the Malaysian manager was recommending the group approach for Malaysians, not Americansand in the end the corporation decided to allow the group approach to be used for that facility.然而，这里的关键点也显而易见，马来西亚经理建议在马来西亚人中实行团队奖励制，而不是在美国人中最终公司决定在马来西亚机构中实施团队奖励制。,6. We here take no position on the rightness and wrongness of this hypothetical scenario. However, we do believe that simply being receptive to suggestions from local Motorola managers and employees could be a key factor in the corporations future evolution as a successful, pacesetting global organization. 在这里，对这个假设的案例的正确与否我们并没有表明态度，其实应当坚信的是：乐于接受当地摩托罗拉经理与员工的建议对于公司未来发展为成功的跨国大企业是一个关键因素。,（三）课外练习（一般） 理解：1. Might the Proper Study of Management Be Man? 管理的核心是管理人? 名词解释： Stock market 证券市场 Zeitgeist 时代精神 Theory X(Y) X(Y) 理论 2. No more Boring Analysis 无需反复研究管理方式,第五单元 贸易,一、学习目的与要求 通过本单元学习，了解商务英语词汇的特殊性，并掌握一定数量的商务英语用词。 二、考核知识点与考核目标 （一）课内训练（重点） 识记：1. Trade Disputes 商务争议 名词解释： Comparative costs 比较成本 Specialization 专业化生产 Insight 洞察力 Nobel laureate 诺贝尔奖获得者 Productivity 生产力 Mainstream economists 主流经济学家 David Ricardo 大卫李嘉图 英国经济学家 著有政治经济学几赋税原理,句子翻译： Even if one country can make everything more cheaply than every other it still gains from focusing on the goods in which its relative advantages is greatest i.e., in which it has a comparative advantage and importing the rest.即使一个国家任何产品的生产都比其他国家具有更低的成本，它依然可以通过集中生产其最具有相对比较优势的产品而获得更大的利益，对于其他产品则可实行进口。,2. On the empirical side, a paper by Jagdish Bhagwati, author of a recent book on globalization, Arvind Panagariya, his colleague at Columbia University, and T.N. Srinivasan of Yale provide more help. 此处论文的三位作者分别是：某本有关全国化问题的作者JB和他在美国哥伦比亚大学的同事AP,还有一位是美国耶鲁大学的学者TNS,2. A Sale Contract 销售合同,名词解释： FOB: Free on Board 船上交货价格, 离岸价格 CIF: Cost Insurance and Freight 到岸价格 CFR: Cost and Freight成本加运费价 FCA: Free Carrier货交承运人 CPT: Carriage Paid to 运费付至 CIP: Carriage Insurance Paid to运费、保险费付至 EXW: Ex Work 工厂交货 DDU: Delivered Duty Unpaid未完税交货 DDP: Delivered Duty Paid 完税后交货 Remittance 汇票 T/T 电汇 M/T 信汇,Bankers draft 银行汇票 Commercial Draft 商业汇票 Documentary Collection 跟单托收 D/P Sight: Documents against Payment at Sight 即期付款交单 D/P after Sight: Documents against Payment after Sight 远期付款交单 D/A: Documents against Acceptance 承兑交单 Letter of Credit 信用证 Irrevocable L/C 不可撤销信用证 Sight L/C 即期信用证 Usance L/C 远期信用证 Transferable L/C 可转让信用证,句子翻译： The Buyers shall open with a bank to be accepted by both the Buyers and Sellers an irrevocable transferable letter of credit, allowing partial shipment, transshipment in favor of the Sellers and addressed to Sellers payable at sight against first presentation of the shipping document to Opening Bank. The covering letter of credit must reach the Sellers 30 days before shipment and remain valid in China until the 21st day (inclusive) from the date of shipment.买方应通过买卖双方都接受的银行，向卖方开出以卖方为收益人的不可撤销、可转让的即期付款信用证，并允许分装、转船。信用证必须在装船前30天送达卖方，有效期至装运日期后21天。,2. To be covered by the Buyer/Sellers for the full invoice value plus 10% against all risks and war risk. If the Buyers desire to cover for any other extra risks besides aforementioned of amount exceeding the aforementioned limited, the Sellers approval must be obtained beforehand and all the additional premiums thus incurred shall be for the Buyers account. 由买方/卖方按发票金额加成10%投保一切险及战争险，如果买方要求加投上述保险或保险金额超出上述金额，必须提前征得卖方的同意；超出的保险费由买方承担。,（二）阅读技巧（次重点） 应用：商务英语词汇一词多义性 （三）课外练习（一般） 理解：1. Business Negotiation 贸易磋商 2. Two Business Letters 商业信函实例 （四）拓展阅读（一般） 理解：1. A Letter of Credit 信用证 2. A Business LetterRevise Former Letter of Credit 信用证修订书 3. A Booking Order 订舱委托书 4. A Commercial Invoice 商业发票,第六单元 经济全球化,一、学习目的与要求 通过本单元学习，掌握商务英语特殊用词的记忆方式，了解全球经济一体化进程及其发展趋势。 二、考核知识点与考核目标 （一）课内训练（重点） 识记：1. Game Theory 博弈论 名词解释： Oligopoly 求过于供的市场情况 Price cutting 大减价 Dilemma 困境 Game theory 博弈论 Adam Smith 亚当斯密，英国古典政治经济学代表人物，著有国富论 Invisible hand “看不见的手”,句子翻译： 1. This theory, which sounds frivolous in its terminology, is in fact fraught with significance and was largely developed by John von Neumann(1903-1957), a Hungarian-born mathematical genius.这个理论（博弈论），从术语本身看起来非常琐碎，事实上却有重大的意义。博弈论基本上由生于匈牙利的天才数学家约翰冯诺依曼创立发展而来。,Game theory has been used by economists