商务阅读专业术语.doc

Equity capital 权益资本 Receivables应收账款Distribution channel 分销渠道Top quality products高端产品Superior service优质服务Cash flow现金流量Balance sheet余额表Trade shows展销会Specialty chain stores专卖店Buying decision购买决定In-person sales presentation 直销 Market entrance市场准入Oversees suppliers海外供货商Leadership position领先地位Inventory planning库存计划Defective products残次品Face-to-face selling直销Advertising budget广告预算Press release新闻发布会Founding partners创始合伙人Sales reps推销员，销售代表Back-up support后援支持Warehouse space仓库容积Tentative agreement意向书企划书就是创业者（或是企业主）与潜在投资者之间，一种最有效的沟通工具。是构建企业的大体框架和前期预算。企划书的表现形式可以非常多样，但是本质上，企划书是一种说明公司的长期目标/总目标（Goals）、阶段目标/次目标（Objectives）、商业策略（Strategies）以及战术（Tactics）的文书，简单地说，企划书的目的是要说明公司未来要往哪里去，它要如何到达目的地，以及目标达成后的景象是如何。 A business plan is a summary of how a business or entrepreneur intends to organize an entrepreneurial endeavor and implement activities necessary and sufficient for the venture to succeed. It is a written explanation of the companys business model for the venture in question. Business plans are used internally for management and planning and are also used to convince outsiders such as banks or venture capitalists to invest money into a venture.after-sales service 售后服务blind product test buy for fun buying motivation 购买动机market potential 市场潜力maturity phase壮年期，成熟段one-stop shopping 一站式购物demand and supply curve供求曲线distribution cost 经销成本price-sensitive buyers 价格导向型买者quality management 质量管理random sampling 随机抽样registered trademark注册商标foreign dumping 外国倾销in-store survey mail-order company 邮购公司social-economic factors 社会经济因素trade fair 商品交易会pilot shop试点店value chain 价值链wholesale stores 批发商店psychological needs心理需求 external forces外力 proactive management前瞻性管理consumers mobility 顾客移动性 feedback signal反馈信号 stagflation滞涨antitrust suits放垄断讼案 up-to-the-minute information shopping behavior惠顾行为 adverse effects负面影响 government-sponsored projects 政府赞助项目 state of the art 当前发展状况 brand image品牌形象advertising wars 广告战cut-throat price competition 跳楼价竞争 market segmentation市场分割 customer loyalty客户忠诚度 household items 家居用品experiential marketing体验营销 public property 公共财产企业家应具备以下七种素质。 第一，为人正直，诚实。第二，远见卓识，对当前和未来的市场有一种敏锐的洞察力。第三，熟悉财务，懂得资本运作。 第四，有冒险精神。 第五，有强的管理能力和现代化的管理经验。 第六，有强的沟通能力。第七，重视技术，因为好的技术往往会带来新的市场。Being an entrepreneur is not about starting a business or two but about having attitude and the drive to succeed in business. All successful entrepreneurs have a similar way of thinking. Like the ambitious Richard Branson they all have an inner drive to succeed and grow their business rather than having a Harvard Business degree or technical knowledge in a particular field. corporate governance公司治理 securities transactions证券交易 sales quotas销售配额 career advancement职场晋升 prospective clients潜在顾客 inefficient operations无效率的作业 new product line新生产线 lower job satisfaction减低工作满意度 overtime pay加班费 employee turnover员工流动 consulting firm咨询公司 government legislative committee政府立法委员会company assets企业资产 expense account费用账户internal larceny内部盗窃 surveillance system监视系统 inventory shrinkage存货损耗vicious cycle恶性循环 fiscal hemorrhage财政支出 ethical reputation道德名声 心理契约(psychological contract)的破坏会导致组织承诺(organization commitment)的降低，与高离职率成正相关 (in positive correlation with)，与信任、工作满意、留职意愿呈负相关。契约的核心内容是交换，遵循着互惠和公平的原则。当心理契约遭到破坏时，员工会重新考虑与组织之间的交换关系。Past research has found that, by nature, people react more adversely to deceitfulness than to any other attribute. And even if one branch of a company is caught in the wrongdoing, the whole organization might suffer because dishonesty is a trait that, when discovered in one domain, is immediately perceived to be underlying the behaviors across other domainsproduct identification产品定位 non-repeat sales一次性销售 go-it-alone attitude特立独行 anti-US sentiment反美情绪 box office receipts票房收入market leadership领先的市场地位stock market returns股票市场收益率mistargeted products错误定位的产品core values核心价值mass customization大规模定制direct-to-buyer sale直销sdouble-digit gains两位数增长startup costs启动成本car rankings汽车排行榜American imperialism美帝国主义hit commercials热播广告asset management资产管理fast turnaround资金周转brand strategy品牌站略name brand名牌据美国华盛顿邮报报道，尽管巴基斯坦民众的反美情绪日益高涨，但是美国快餐仍在该国销售火爆。报道指出，巴基斯坦人对美式快餐的喜爱程度在这两天哈迪汉堡店（Hardees）新开业时最为明显。一位经理表示，目前该店每日约接待5000到6000位顾客，“巴基斯坦的顾客非常注重品牌”，“巴基斯坦人民反对的是美国的政治”，与此同时，“人民还需要品质”。 Countries are often associated with specific product categories, values, lifestyles and personalities. France is associated with fashions and perfumes. The UK is perceived to be conventional and stuffy. Switzerland is known for its precision watches. Russia is associated with Vodka. The US has been admired for its individualism and entrepreneurial attitude. Japan is associated with compact electronics. Germany is associated with quality automobiles and beer. product proliferation产品增值fragmented mediaprime time ratingsthe lions share最大份额narrowcast media窄播media buying agency媒体购买公司standardized wares标准产品target audience目标客户ad rate inflationunit growth rate单位增长率content supplierbroadband connectivitysales pitch推销商品的言辞customer loss/retention客户流失/保留revenue resource税收来源paid search付费搜索brand selectivity品牌选择permission marketing许可营销after-sale service售后服务database management数据库管理telemarketing电话销售promotion mix促销组合统一的单一需求的大市场均不复存在，无差异化目标市场战略(undifferentiated marketing)将彻底失效，不同消费者期望企业为其特殊需求提供相应的产品和服务，同质市场(homogeneous market)的数量越来越少，容量越来越小，异质市场(heterogeneous market)的数量急骤增加，但规模变小，市场日趋微型化。 The traditional marketing techniques will not disappear, neither will the traditional media. And the fortunes of many companies will now depend on how well they adapt to the new technology and tools in the chaotic transition to micromarketing.top execstelecom industry电信行业research and development研究与开发contract manufacturers合同厂商high-definition TVstechnology breakthroughs技术突破profit margineshome market国内市场sustainable competitive advantage可持续竞争优势customer relationship客户关系intellectual property知识产权，著作权 operating system操作系统senior analyst高级分析师wireless service provider无线服务供应商big orders大赌注，孤注一掷imaging devices成象设备user manual使用手册licensing fee牌照费supply cha供应链ingross margins毛利采用研发外包的方式可以分担风险、节约成本、缩短研发周期，使得产品快速上市占得先机，越来越多的公司倾向于从外部寻求技术来源。研发产业主体正是为这些研发活动外部化的企业提供产品研发和服务的机构，承接外包是研发产业主体的主要经济行为之一。 Wipro, another Indian technology services company, has outsourcing offices in Canada, China, Portugal, Romania and Saudi Arabia, among other locations. And last month, Wipro said it was opening a software development center in Atlanta that would hire 500 programmers in three years. global board meeting全球董事会议 production facility生产设备 supply chain供应链 financial management财务管理 innovation capabilities创新能力 economies of scale经济规模 buying preferences购买参数选择complex web of relationships复杂的关系网planned economy计划经济 township enterprise乡镇企业 joint-stock company股份公司 representative offices办事处 White goods大型家电用品niche market缝隙市场 sales volume销售量 end-product market终端产品市场 bargaining chip交易筹码 first-mover advantage industry consolidation产业联合 secondary cities二线城市 The key official document of WFOE (Wholly Foreign Owned Enterprise) is business license approved by State Administration of Industry and Commerce. Having obtained certificate from the tax authority, are legally entitled to open foreign exchange and RMB accounts and can start to hire staff, sign contracts, apply for work permit and residence permit.随着2004年底中国零售业市场的全面开放，各跨国零售业巨头加剧了扩张的速度，对区域品牌构成了严重的威胁。沃尔玛入驻内陆省份山西，开始发起对二线城市太原的冲击。舆论普遍认为，沃尔玛将迅速一统太原零售业天下，然而经过一年多来的较量，情况并没有人们想象的那么可怕。以美特好为代表的本土超市非但经受住了严峻的考验，而且迈出了向外扩张的新步伐。Push marketing推式营销Relationship marketing关系营销Customer care客户服务Arms-length transactionUser community用户社区Annual ranking年度排行榜 Global brands全球品牌Projected profits计划收益Hot property抢手货，红人Flat-panel TV平板电视Brand valuation品牌评估Group identity群体认同Personality characteristics人格特征Product preference产品偏好Fund-raisers募捐者Ready-to-assemble furniture待装配家具Posting responsesDocumentary filmmakerChief marketing officer行销长Fickle consumersHuman beings want to have fun. At their core, cult brands are always fun. They make us happy. They cheer us up when were down; they help us enjoy life. Not only do they provide escape, but the companies develop and sell tools that allow followers to pursue their dreams and celebrate new lifestyles. 崇拜者们对品牌也并非百依百顺，相反，一旦品牌与它一贯倡导的价值观主张相违，崇拜者就会发出自己的声音，敦促其纠正这种偏差行为。而这种力量往往能够迫使品牌改变决策，回到原来的轨道按崇拜者的意愿行事。 brand equity品牌价值/资产 parent company母公司，总公司 customer loyalty顾客忠诚度 popular tastes 大众口味 economy cars经济型轿车 sales projections销售预测 intangible qualities无形的品质 local brands地区品牌 account manager客户经理 brand extensions品牌延伸 customer segment客户细分 mainframe computers大型计算机 debit cards记账卡budgeting processes预算编制过程 line extension产品线延伸 value pricing价值定价 distributing resources资源配置 products attributes产品属性 upscale buyers progressive listeners服饰企业纷纷通过品牌延伸对产品进行横向和纵向的开发,以寻求一条自我发展之路。实施品牌延伸战略是2 0世纪90年代以来西方高级时装业降低市场风险、拓展企业生存空间的重要方式。In other words, the enterprises must focus on customer equity rather than brand equity. In fact, we should be willing to do whatever is necessary with our brands to maintain our customer relationships. Our attitude should be that brands come and go-but customers must remain. Talent pool人才库 Performance assessment性能估计 Leadership competencies领导能力 Division presidents部长 Rating system评分系统 Coaching supportLine managers直线管理人员 Outplacement service再就业服务 Compensation package赔偿计划 Annual total return年度总收益 Organizational behavior组织行为学Subpar performers欠佳的执行者Corrective action plan纠正性行动计划Iron hand铁腕，高压手段 Exit proceQuarterly operational reviews季度性经营回顾Negative emotion负面情绪 Legal claims合法要求Constructive feedback建设性反馈 Inhumane practices不人道的实践Differentiation: This is one of Jack Welchs favorite concepts - the idea that managers should treat different employees very differently based on performance. Welch liked to differentiate with salary, bonus, and stock options.C类员工是指那些不能胜任自己工作的人。他们更多的是打击别人，而不是激励；是使目标落空，而不是实现目标。不能在他们身上浪费时间，但要花费资源把他们安置到其它地方去。 Chief financial officer财务总监 Senior executives高级管理人员 Spreadsheet试算表 Management layers管理层 Market share市场份额Stock index证券指数 Home-care division Brand management品牌管理 Focused rivals聚焦对手 Cutting costs节约成本 Commodity prices商品价格 Fiscal year会计/财政年度 Retail stores零售商店 Back-office operations后台运作 Merchandiser商人 Standard & Poor标普 Head of human resources人力资源总监 Canadian contractor加拿大承包商 Currency trends货币走势 Premium-priced goods优质产品企业文化的内容十分广泛，但主要应包括如下几点: 经营哲学、价值观念、企业精神、企业道德、团体意识、企业形象、企业制度、文化结构和企业使命。 As Walmart grew into the worlds largest retailer, its staff were subjected to a long list of dos and donts covering every aspect of their work. Now the firm has decided that its rules-based culture is too inflexible to cope with the challenges of globalisation and technological change, and is trying to instil a “values-based” culture, in which employees can be trusted to do the right thing because they know what the firm stands for. market value市场价值 life insurance人寿保险 high-profile company知名度高的企业 personality flaws性格缺陷 potential leaders潜在领导者 retirement date退休日期 on-the-job training在职培训 content-oriented CEO 内容导向型总裁 core technology核心技术 competitive advantage竞争优势 distribution channels销售渠道 business portfolio业务组合 senior-most HR executives资深人力资源专员 recruiting firm招聘公司 marketplace demands市场需求 strategic choices战略选择 share price股价 manufacturing process制造过程 media scrutiny媒体监督 acquisition plan采购计划“二号人物”辅助“一号人物”工作责无旁贷， 辅助者的任务在于行之有效地协助“一号人物”。“协助”一词具有多种的含义，如接受“一号”的命令，协助“一号”处理杂务，为“一号”提供合理性建议等。The fact is that incoming and outgoing corporate executives rarely communicate much in the course of their transition. In an article called The Last Act of a Great CEO, its argued that old chief executives shouldnt just fade away. Their unique experience and knowledge should make them a continuing resource to their successors. The old CEO know