商务英语全套教程.doc

商务英语全套教程第一单元 对公众说话商务英语 / 对公众说话 / 01应征面谈Introducing Yourself at an Interview 找工作时的面试，正是应征单位决定是否要延揽应征者的依据。在面试中，除需注意衣装合宜之外，得体出众的谈吐实为关键所在。怎么样的谈话内容和态度，才能使你脱颖而出呢？ 英文正文Good morning. Its a pleasure for me to be here in front of you to present myself. My name is Jennifer Wong, and I am a candidate for the position of Overseas Sales Representative. My background and work experience are tailor-made for this position. I studied marketing as an undergrad here in Taiwan, and in 1985, I received my MBA from the University of Texas School of Business. For five years now, I have utilized my skills and knowledge as the Assistant Director of Exports for Magic Kitchen Supplies. Action Appliances is a forward-looking company. I am aware that you are expanding into new markets, particularly in the U.S. Thus you are going to need aggressive, take-charge sales representatives. At Magic Kitchen, during my five years there, we expanded our U.S. market share by 25%. This is just one example of my ability to go out there and sell products. A position with your company would be both a learning experience and a great opportunity. I look forward to becoming part of the Action team. Thank you. 中文翻译早安。很高兴能在这儿跟各位介绍自己：我是Jennifer Wong，来此应征海外业务代表。我的背景和工作经验使我足以胜任这份业务代表的工作；我在台湾念大学，是主修行销，一九八五年，再从美国德州大学的商学院得到企管硕士的学位。过去五年来，我以这些专业知识及技巧担任神奇厨具用品公司的外销部副主任。Action电器公司是个高瞻远瞩的公司，我知道你们正在开拓新市场，尤其要在美国闯下一片天地；正因为如此，你们需要一位积极、肯负责的业务代表。在神奇厨具用品公司，我们将产品在美国的市场占有率提高了百分之二十五，这正足以证明我有能力在当地推销产品。如果能进入贵公司工作，对我来说可以好好继续学习，也是个大好机会。我希望能成为Action电器公司的一员。谢谢。 短语解说tailor-made 最适合，最完美的tailor是裁缝师；裁缝师以手工制作的西装，总是最合身。因此这个词组是形容某人或是某物的条件好，对于某种情况来说，是最完美、最合适的。With her background and education, she is tailor-made to run this company.以她的背景和教育程度，她来经营这个公司是最适当了！MBA 企管硕士这是Master of Business Administration（企管硕士）的缩写。Master是指硕士（学位）；Administration是行政管理、经营的意思。If you want an MBA, its important to get accepted to a good school.你若有心攻得企管硕士的学位，最好先申请到一所好学校。 forward-looking 高瞻远瞩的这个口语用法源自动词词组look forward,往前看、眼光向前之意。所以forward looking这个形容词引申有高瞻远瞩的、考虑未来的意思。Only the most forward-looking companies will adapt and profit in the 1990s.在九年代，只有把眼光放远的公司才能生存获利。take-charge 负责的这是由动词词组take charge of演变出来的形容词，意思就是指能控制事情，负起责任的人或组织。Were looking for a take-charge company to distribute our new product in a competitive market.我们在找一个肯负责的公司，将我们的产品在竞争激烈的市场中分销出去。market share 市场占有率特指某种产品，因有固定的消费者购买，故而控制了市场的一部份；market share即指在同类产品的市场中所占有的销售比例。share在此当名词用，有份儿；分担的意思。After all of our TV sets were found to be defective, our market share dropped by 75%.我们的电视机被发现有瑕疵之后，市场占有率下跌了百分之七十五。句型总结开场白介绍学经历证明能胜任加入之意愿开场白1. Its a pleasure for me to be here in front of you to present myself. 2. Im happy to be here today to introduce myself. 3. I welcome the opportunity to introduce myself to you. 开场白中不但应表示你乐于参加此次的面谈，而且也该说明自己接下来要谈的主题，让别人有些心理准备。Its a pleasure.这句型适用于正式场合，语气十分客气。介绍学经历1. My background and work experience are tailor-made for this position. 2. With my background and work experience, I feel perfectly suited for this position. 3. My education and work experience have prepared me well for this position. 自我介绍时不应该过分谦虚，对于自己适合，并且喜欢做的工作就要强调、努力争取，表示自己是最佳人选。关键词是：tailor made、feel perfectly suited for与have prepared me well for。证明能胜任1. This is just one example of my ability to go out there and sell products. 2. This just proves that I can go out there and sell products. 3. This gives you an idea of how I can go out there and sell products. 不能过于谦虚，但也不可空口说白话。通常要用实例说明自己在前职上的工作表现，以证明自己对未来的新职也能胜任愉快。加入之意愿1. I look forward to becoming part of the Action team. 2. I welcome the opportunity to become part of the Action team. 3. It would be a great opportunity to work for Action Appliances. 总结你的演说时，最好以信心和热诚重申自己看重这个机会。look forward to+ n. (V.ing)是表示热切期望之实用句型，另外也可使用welcome。结构分析在面谈中的自我介绍辞，通常应该包含以下几个重点：1. 应征职务首先表明来此应征的职务。2.背景能力详细说明自己的背景和能力。3. 胜任工作表示对所应征公司的了解，并确信能胜任愉快。4. 期望加入最后强调期望能加入这个公司。商务英语 /对公众说话 / 02就任新职 Introducing Yourself to Other EmployeesJennifer Wong获得了在Action工作的机会，上司Jack Gibson将她介绍给同事认识。所谓师父引进门，修行在各人，Jennifer面对同事，自然也得想出一套适当的介绍辞，让大家认识她，并且乐于与她工作。 英文正文Thank you, Mr. Gibson, for that kind introduction. Youve given me a reputation I might not be able to live up to. Just to let you know a little about myself. Im the new Overseas Sales Representative. I came over from Magic Kitchen Supplies, a company you might be familiar with. There, I was responsible for exporting supplies to restaurants in the United States. I got my MBA in the States, so I feel quite at home with that territory. Not surprisingly, Ill be heading up the U.S. and Canadian division of Actions sales force. Well be concentrating our efforts in the West and Midwest, with an eye toward opening new markets in major metropolitan areas. Action has just started out in overseas markets, and I look forward to hearing each of your views on our present and future projects. I may also need your advice, as Im learning the ropes around here.中文翻译谢谢Gibson先生好意的介绍，我恐怕要辜负您的赞许了。我想就简单的说说自己吧！我是新任的海外业务代表。原来在神奇厨具用品公司工作，我想诸位大概对那个公司也不陌生。我在那儿负责的是出口餐具到美国的餐厅。我在美国拿到企管硕士学位，对美国那一带的情形还蛮熟悉的；所以，很自然的，我将负责Action的美加业务部门。我们将集中主力向西部及中西部进军，打算开发主要大都会区的新市场。Action在海外市场方面才刚起步，我希望能听听各位对于目前和未来计划的看法。同时也因为我正处于摸索阶段，还需要各位多多指教。 短语解说live up to 达到（期望，配合）这个词组常用在谈论有关预期效果；表示能符合别人对自己的看法，或是能达到某种要求。In college, his parents pressured him to live up to all of their expectations.在大学时，他的父母亲要求他一定要达到他们的期望。 feel (quite) at home 非常在行这词组以有如在家（at home）般地轻松自在，比喻对某事应付自如，也就是说对这件事很熟悉、很有研究，即很在行。在商场上，常用来形容某人对某种商品，公司或是行销市场很清楚。I feel at home with numbers, so I want to study accounting.我对数字很在行，所以我要念会计。 head up 主持，领导这个口语表示要做某事或某部门中带头的（head of something），即领导的意思。When I was asked to head up the stores promotional contest, I said Yes right away.有人请我负责店里促销竞赛时，我马上就答应了。 sales force 销售业务主力军force原意是指武力，在此sales force是指销售业务的负责团体，也可指公司里的业务员、推销员。The companys sales force is divided into smaller divisions which are responsible for a particular region.公司的业务部门是以小组方式，分别负责各区域的销售。 with an eye toward 未来计划于这也是句口语，字面意思是眼睛注视着某处，比喻将来想朝某处下手；专指将来想要从事、执行的事。Well open stores in Taichung and Kaohsiung next month, with an eye toward eventually controlling the market in those cities.我们下个月将在台中和高雄开分店，计划将来完全控制这两处的市场。 learn the ropes 学习做某事ropes常用来表示某事的细节、线索，在此是指新工作中需要学习的各项重点等。It didnt take her long to learn the ropes around here. Now shes the CEO.当时她很快就熟悉了这里的工作，如今已经升任本公司总裁了。 句型总结 谢谢介绍者 1. Thank you, Mr. Gibson, for that kind introduction. 2. I appreciate the introduction, Mr. Gibson. 3. Thank you for the warm welcome, Mr. Gibson. 先表示你很感激介绍人，最好把他的名字也说出来。致谢意的字有thank 和 appreciate，后者较为正式一些。 简介自己 1. Just to let you know a little about myself. 2. I wont take up much of your time, but I just want to introduce myself. 3. Let me just briefly tell you a little about myself. 接下来的表达重点是要让人知道你的演讲主题-自我介绍，同时表明这段话不长，不会占用大家太多的时间。 let you know等于 tell you ; a little和 briefly都是用来形容简短的字汇。 未来的职责 1. Ill be heading up the U.S. and Canadian division of Actions sales force. 2. Ill be in charge of managing the American and Canadian accounts. 3. My main responsibilities will include directing our operations in the States and Canada. 介绍的重点之一是解说自已未来工作的主要内容，或是说明自已将在那个部门工作。关键词为head up，division。 邀同事合作 1. I look forward to hearing each of your views on our present and future prospects. 2. Im anxious to hear your feelings about our future plans. 3. My door is always open to your suggestions and ideas. 在结尾时，应表示自已很诚心地邀请同事们与你合作，欢迎同仁前来赐教。look forward to+n. (V.-ing)，为期待、盼望的意思。 结构分析在同事面前的自我介绍，不如面谈时的自我介绍来得正式。一般自我介绍辞的步骤包括：1. 谢谢介绍者简短地向介绍你的上司致谢。2. 自我介绍用一句轻松的开场白说明你要谈谈自己。3. 新职与经验谈谈新职的工作内容和过去相关的经验。4. 多多指教结尾时表示愿意为公司尽力，期望在座同事 帮忙、指教。商务英语 / 对公众说话 / 03呈报提案 A Proposal to Your Superiors新官上任三把火，Jennifer到了Action电器公司之后，准备把自己新想到的点子向老板报告。这类提案的重点在于简短明确；尽管你自信这份提案有力，事前仍需充分的准备，才能说服老板采纳你的建议。英文正文Now that each of you has looked over my proposal, perhaps we could briefly go over it. One of Actions top-selling lines in Taiwan is its compact washer and dryer units, models TD369 and TW246. Its no secret that they sell well at home due to their compact size and high efficiency. My idea is to market these best-selling products in the States. You may think most Americans prefer large washers and dryers, the main products of our competitors. By selling our combination units in the States, we can tap into markets with specialized needs, such as college students with small apartments, and single and elderly people who dont do a lot of laundry. My primary data suggests that the market is nowhere near its saturation point. This leads me to believe that there is a need which can be filled by our products. Of course, more research needs to be conducted before we give this project the green light, but I think its worth considering. Now Id like to hear your views on the subject.中文翻译既然大家都看过我的提案了，那我们可以很快地一起再来讨论一下。Action在台湾卖得最好的两项产品，就是小型洗衣机及烘干机组合，型号是TD369和TW246。他们销售得很好已是众所周知的了。主要是由于他们造型精巧，而且功用效率高。我的想法是，把这种卖得最好的产品销到美国去。你们或许认为老美喜欢大型的洗衣机和烘干机，也就是其它竞争厂商在市场上的主要产品；而我们将这套小型组合卖进美国，却是完全针对特别的需求打进市场，比如说像住在小公寓的大学生，或是单身汉、老年人，就不会有太多的衣服要洗。依我手边的初级资料显示，这个市场要达到饱和点，还很远呢！因此我相信，这类产品市场还有其它不足，正好就是这两项产品可以满足的。当然，我们要多做一些调查研究，在我们决定进行这个计划之前。但我觉得此项提议，是值得考虑的。我希望在座各位能对这个计划提供宝贵意见。 短语解说Its no secret that 大家都知道secret原意是秘密；这个句型是口语的说法，用在句首，表示要说明一项大家都熟悉的事实。Its no secret that Formosa Chemicals wants to take over the American company.大家都知道宝岛化学药品要接管这家美国公司。 tap into 打入(市场)，开拓生意tap这动词原意有开辟土地；开发生意的解释；tap into在此是个商业用语，指进入一尚未开拓的新市场。If we can tap into the childrens market before our competitors, we can make a lot of money.如果我们能比竞争者先打进儿童市场，我们就能赚大钱。 specialized needs 特别的需求这种特别需求，是指一般大众商品所不能满足者。在市场行销上，是指某类型的消费者因有特定的消费习性及生活方式，故需要特别的商品；像本文中所指之学生和老年人，会偏向选择小型而非大型的洗衣机，即是一例。As the population diversifies, the number of consumers with specialized needs grows.由于人口多样化，需要特定商品的消费者也愈来愈多了。primary data 初级资料这也是商业专有名词，指市场行销中，为某个特定的研究计划所搜集的第一手资料。另一种secondary data：次级资料，则是指他人已搜集整理之资料。Your primary data looks good, but wed like to see a more thorough analysis.你的初级资料看来不错，但我们想看看更彻底的分析报告。 saturation point 饱和点saturation：饱合，saturation point一词是指市场中的商品数量已经足够供应消费者的需求。When one market reaches its saturation point, we must find new markets.当一个市场到达饱和点，我们就得找新的市场。 the green light 赞同，同意这是俚语用法，绿灯亮，表示可通行，因此引申为同意某事之进行。As soon as you receive the green light, you can begin planning your sales trip.一旦你的计划通过，你就可以开始安排商务出差了。句型总结 开场白 1. Perhaps we could briefly go over it. 2. Lets have a look at the proposal. 3. Why dont we first go over the proposal? 说话者应采建议的语气，请大家来参与某事，而非强制进行。说话者通常还以书面资料作为谈话的开场白。 表达构想 1. My idea is to market these best-selling products in the States. 2. What Id like to do is to market these best-selling products in the States. 3. My plan is to sell our top products to a new market in the States. 谈到自己的构想时，要用最直接的方式说出来；重点是要清楚明确。句子以My idea (plan) is开头，清楚地表示自己的构想为何。 以实例佐证 1. This leads me to believe that there is a need which can be filled by our products. 2. The research points to the fact that our products will sell in this new market. 3. I can surmise, from the data that there is a definite new market for our products. 以实际调查研究证明自己的构想一旦付诸实行，必定可以成功。这句话的重点就在说明前面所提到的调查与这项提案间的相关性。 期待响应 1. Now Id like to hear your views on the subject. 2. I welcome your opinions on the subject. 3. What do you think about my proposal? 最后一段话的主要目的，是替自己的发言做一个总结，同时也很有礼地请其它参与的人士发表意见。views, opinions均为意见，看法之意。结构分析一般而言，提案讨论会中通常还有书面数据，所以演讲词可以依据你的书面数据来讨论。一般步骤是这样的：1. 书面资料以书面数据的重点做开场白。2. 说明提案 说明自己的新构想。3. 支持提案以实际例子，如市场调查，来支持自己的提案。4. 邀请发言最后替自己的构想做总结，并且展开讨论。商务英语 / 对公众说话 / 04面对客户 Introducing Yourself to New ClientsJennifer要进军美加市场，经过数星期的信件传真往来，终于与一家加拿大的中盘经销商，Standard家用电器，约好了当面商谈合作的可能性。Jennifer与买商首度会面，不但要说明公司目前的计划，还要告诉对方自己在此商谈中所扮演的角色。 英文正文Good afternoon. Its a pleasure to finally meet you. Im Jennifer Wong from Action Appliances. I hope the two of you had a pleasant flight. Please take a seat. As you know, Action is looking to expand into western Canada and the United States. What we need to get our foot in the door is a well-known distributor. To be perfectly honest, it would be quite a head start for us if we could secure a deal with a respected distributor like yourselves, Standard Suppliers. Ill be responsible for the first round of negotiations here in Taipei. I hope we can make some definite headway during your stay in Taiwan. As the stakes get higher, so to speak , my supervisor, Mr. Cheng, will join us at the bargaining table. And now, Im sure you must have questions.中文翻译两位午安，很高兴终于与您们会面了。我是Action电器的Jennifer Wong，我希望两位一路旅程还算顺利，请坐。您也知道，Action希望能将市场扩展到加拿大西部及美国，因此我们目前需要的，就是一家声誉卓著的经销商，来帮助我们打入市场。老实说，那真是一个非常好的开始，如果和我们合作的经销商，能像贵公司这样的信誉良好。敝人负责此次在台北第一阶段的商谈。希望趁两位在台北停留的这段时间内，我们能有明朗化的进展。当所谓的利害关系升高时，我的上司郑先生，会加入这项合作的商谈。现在，您们有任何问题，请直接提出来。短语解说be looking to 希望，计划这是美式俚语用法，表明展望未来要做的事。With the demise of communism in Europe, were looking to open new markets in Poland and Yugoslavia.由于欧洲共产政权崩溃，我们计划将在波兰及南斯拉夫开发新市场。 get ones foot in the door 开始涉足于这词组原本是指推销员挨家挨户拜访客户时，会将脚挡在门口边，让对方没办法关门，不得不听他推销产品。现在则用来比喻涉足某事，并从此愈做愈好。It takes years of hard work to even get your foot in the door in the world of broadcast journalism.要涉足新闻广播界，需要用功努力多年才行。 head start 抢得先机这个名词词组原指在比赛中抢先，故引申为因起步早而造成有利之先机。With a head start in business, you can make it all the way to the top.做生意时抢得先机，你才能顺利一路到达巅峰。 so to speak 可说是通常在言谈间引起一个比喻性的说法时，会用这个词组。它在句中出现时，前后要以逗号隔开。Our editor in chief is, so to speak, a king in the office.我们的总编辑在办公室里，可说是，像个国王。 at the bargaining table 谈判桌上字面上来看，这个词组指谈判的会议桌，引申为整个谈判过程。We decided to step up to the bargaining table and share our views with the other company.我们决定参加谈判，与对方公司商讨我们的看法。句型总结 礼貌性招呼 1. Its a pleasure to finally meet you. 2. Its great to finally get a chance to know you. 3. At last, Ive been looking forward to meeting you. 一开口要立刻感谢对方前来与你会面。说时因为你与对方事前已有相当程度的联系，所以不同于一般性初次见面的说法。此时，应强调能得一见，三生有幸的商业客套。 表达目的 1. What we need to get our foot in the door is a well-known distributor. 2. Our main goal is to open doors for our products in the West with a respected distributor. 3. My companys top priority is to introduce our products to new markets in the West, and that requires a well-known distributor. 直截了当的说明自己的目标和需求-亦即此番将与对方磋商的重要计划；同时，也借机间接来赞赏对方公司的信誉。well known, respected, 著名的。 自己的角色 1. Ill be responsible for the first round of negotiations here in Taipei. 2. My main role here is to get the negotiation process started. 3. Ill mainly be in charge of the first round of negotiations. 说明自己将在商谈中扮演的角色，是绝对有必要的，因为，这样才不至于延误后来决策的过程。通常这句话之后还要讲明自己上司扮演的角色。关键词为responsible for, in charge of。 请对方发言 1. And now, Im sure you must have questions. 2. And now, Id be happy to answer your questions. 3. Id like to turn the conversation over to you. Do you have any questions? 最后的目的是以和气的口吻，希望能展开交谈。重点是要让对方知道你有诚意与对方沟通，希望了解他们此刻的想法。这是在商场应注意的礼貌。结构分析通常跟客户自我介绍时的说辞依情况不同而略有差异，不过由于你与客户已有书信来往，那么就可以依以下的步骤进行：1. 欢迎客户自我介绍，并感谢客户远道来跟你谈生意。2. 未来计划简短说明公司对未来合作计划的期许。3. 谈判角色叙述你在商谈中将扮演的角色。4. 邀请发言最后，给对方发言机会。商务英语 / 对公众说话 / 05介绍公司 Introducing Your CompanyJennifer在与Standard家用电器的会谈中，因对方想进一步了解Action电器的营运状况。身为公司代言人的Jennifer就必须向他们说明公司经营的历史、主要的产品与营业项目等。 英文正文In answer to your questions, Action Appliances has been manufacturing top quality appliances for 15 years now. We began selling rice cookers from one small shop in Taipei. At that time, we were strictly a mom-and-pop operation. To keep up with overwhelming customer response, the company expanded rapidly. We improved our R&D department and enlarged our product lines to include washers and dryers, refrigerators, and microwave ovens. Our appliances are geared toward households with high needs but minimal space. Taiwan is still our main market. As a matter of fact, youll find at least one Action appliance in one out of three households in Taipei alone. With a strong home base, we feel were ready to move overseas. Recent consumer research efforts prove that over 40% of the appliance market in Canada and the United States consists of highly efficient, compact products. Youll find that our appliances meet these needs.中文翻译让我回答您的问题：Action电器生产一流的家电产品已有十五年的历史了。公司最早在台北以贩卖电饭锅起家，我们当时只是小成本的家庭电器行。由于客户反应热烈，公司即很快地扩展。我们加强研发部门，扩大生产线，增加产品项目，像洗衣机及烘干机、电冰箱、微波炉等产品。我们的电器是专门针对要求高效率，但空间有限的家庭用户而设计。台湾仍是我们的主要市场。而事实上，你会发现至少有一项Action的产品会出现在台北地区中每三户人家中的其中一户。由于在国内的基础稳固，我们觉得向海外市场扩展的时机成熟了。最近的消费研究报导指出，美加地区的电器市场中有百分之四十以上是高效率的组合型商品。所以，您会发现我们的商品完全迎合这些需求。短语解说mom-and-pop 家庭式的，小型的这个词组原指由家庭经营的小店，引申来泛指小型的营运。mom和 pop是英文中对妈妈、爸爸的昵称。When I was a kid, my neighborhood streets were lined with mom-and-pop stores.我小的时候，邻近的街道都是家庭经营的小店。 keep up with 配合，保持这个词组是指与别人的速度或层次能相配合、能赶得上。We must keep up with demand if were going to remain a profitable company.如果我们公司仍想赚钱，就得配合市场需求。 R&D 研究发展（部门）这是research（研究）and development（发展）的简写，是公司企业中专门负责开发新产品的部门，有时亦可指此类计划。We need to increase funding to our R&D department if we are going to compete with other innovative companies.假如我们要和其它有创意的公司竞争，就要增加对研发部门的投资。 gear toward 专门朝向某事发展gear本是加装上马达，开始运作的意思。这个词组是说专门为某事或某特定对象而设计发展；跟在toward之后的名词词组，即为发展的方向或所针对的对象。Our textbooks are geared toward the business students.我们的教科书是专为商科学生设计的。 home base 主要市场、总部在商业术语中，这个词组可指某企业的总公司，或指一项商品大量销售的主要市场。base,基地。Ill rep