商务英语II学期翻译答案1-12

1、Unit 1 Career1. Quite a few college graduates expect to get a job in marketing department in the hope of fully displaying their potential ability.2. It is hard to say whether it is good or bad to change companies frequently in reality, the longer you stay in a company, the more chances you'll ha

2、ve to get a promotion.3. When some employees reach a certain age and no longer seek satisfaction, to take early retirement might be their only choice.4. David wouldn't mind taking the job which appeals to him so much, even though the pay is notso good.5. How to improve one's career is a much

3、 discussed topic, especially by those ambitious business people, who would like to get some tips out of this kind of discussion.第一份工作的经历可能既有回报，又令人沮丧。很多工作都要求工作经验-但当你还在找第一份工作时又如何获得经验呢？你可能通过做志愿者工作已经获得一些经验。测评一下你的能力和兴趣，以决定你已经获得了哪些技能。即使无偿的工作经验对你的求职也是有利的。同时，要考虑一下实习和兼职工作。这是一个很好的办法，你不仅可以获取经验，将之放在简历或工作申请表里，还可

4、以检验一下这种职业是否真的适合你。以下是一些在求职过程中你可能要采取的技巧：求助于亲友。一个全力支持你的亲友团，如朋友和家庭，会在你求职过程中给你鼓励和帮助。留出合理的时间。不要期望在几天或者几个星期内就能找到工作。专门花些时间在职位搜索上。细致的职位搜索是一项很辛苦的任务。每天都花上几个小时在这个上面。要有条理。记录所有你申请过的地方，你和谁谈过话，以及你收到过何种答复。查阅报纸上分类广告区或当地职业介绍所的职位列表，当地的职业介绍所也许会为你提供一些求职帮助。Unit 2 Selling Online1. If the customers are not satisfied with th

5、e goods they have bought, they can return them within seven days.2. The reason why online retailers could offer cut -throat price is that they don't have to bear the cost of running a physical shop.3. It has become a fashionable trend that more and more young people prefer to buy online.4. It is

6、 known to all that if you buy in bulk, you'll get a large discount.5. To all the customers, the most important thing for them to do is to be clear about the quality of the product and time of promotion.由于因特网可触及全球，商业组织借以向世界各地发送信息，开发新的市场和机遇。这就打破了地理位置的限制，并可以触及传统商业难以到达的交易量较小的市场。借助因特网，企业现在能够提供很多可供选择的

7、产品，更高层次的客户信息和细节，供个体消费者进行搜索和比较。一些按订单生产的企业，如戴尔，甚至可以通过提供低价位的客户订制产品和服务来获得竞争优势。在成本压缩方面，电子商务帮助企业降低编写、处理、发布、存储及获得信息的成本。比如， 通过发送电子邮件及利用在线广告渠道所支付的沟通与广告成本就比使用电视广告或印刷媒体的成本要低。交易时间的延长是电子商务的另一个优点。一年365 天，每周7 天，每天24 小时，企业都可随时登录因特网处理业务，而无需担心超时或因此增加额外的成本。电子商务的其它优点还包括，公司资料及时更新、即时库存盘点、改进客户的服务、高效客户沟通，以及运营和交易时间灵活性的增强。Un

8、it 3 Companies1. There are always two sides to every business transaction - the firm and the customer - and each must be satisfied before the trade occurs. But smart businessmen recognise that the surest route to profit is through understanding and catering to customers.2. With the next decade bring

9、ing greater change than the past 50 years, people who will be designing the models of tomorrow believe that environmental problems may well accelerate the pace of the car's development.3. Successful companies must be those that offer reasonable price, high quality product and fine after -sales s

10、ervice.4. It is the Bill and Melinda Gates Foundation's work that change the image of Microsoft and made it rank first in the world in demonstrating investment in and commitment to communities.5. What would the board of directors do when the company's sales growth began to slow down and cost

11、 began to rise?公司是一种商业组织的形式。很多国家既有国有公司也有私营公司。近来， 一些私营公司的经营状况有些令人失望。一定程度上是由于这些公司缺少明确的发展目标，或其发展与原有既定目标不符。这些企业的经营者坚持认为投资高新技术项目可以获得较高的利润，但是他们忘了一点，即伴随着高利润的注定是高风险。他们鄙视传统产业，结果，经济泡沫引发了很多高科技类股票的大幅下跌，许多公司因此破产。一些老板变得穷困潦倒、精神崩溃，有些甚至自杀。Unit 4 Great Ideas1. Once great, perfect ideas are applied to practice, they w

12、ill work wonders, such as Alex Tew's idea of launching a one -page website.2. Excellent job performance is so common these days that while doing your work well may win you salary increase, it won't secure you a big promotion.3. If the national economy grows, business and industries will hire

13、 more workers. Some of the poor people who are qualified to look for jobs may find employment.4. With a great determination to succeed, Olivia set about establishing her own business. But as everything is difficult at the start, soon she was troubled by lack of sufficient capital.5. The rise of mult

14、inational companies, global marketing, new communication technologies, and shrinking cultural differences have led to an unparalleled increased in global public relations (or PR).有些公司，如亚马逊、雅虎、eBay、 戴尔等， 则改变了规则。它们引入了新的思考方式，并建立了新的买卖模式。二十年前，这些企业还根本不存在。但它们能成功也并非单纯依靠一个“新”字。鉴于众多网络公司纷纷倒闭，我们也不能认定老牌企业因为根基牢固就

15、一定能成功。年头长短并不重要。今后几年中，重要的不仅仅是变革的能力，而是要在变革的基础上发展。这不仅意味着考虑下一步该做什么的问题，更意味着要对整个行业有更全面的洞察力，拥有资源和管理技巧将这种洞察力付诸行动。这就是为什么新经济的下一波浪潮不是去区分新旧企业，甚至不是去区分科技公司和传统制造业公司。真正重要的是，你要具备一种能力，去理解周围新兴事物背后隐藏的意义。Unit 5 Stress1. Lily gave up a highly-paid job to stay at home raising her newly-born baby. Thus she has completely c

16、hanged her lifestyle.2. Obviously the stress level in the past decade has greatly increased in large cities, such as Beijing, Shanghai and Guangzhou. People are wondering whether it's good or bad.3. It is reported that a large number of white -collar workers are suffering from the sub-health pro

17、blems. The pity is most of them have not realized it.4. Stress exists everywhere. How to deal with stress depends on your attitude towards it.5. To reduce stress, one most effective way to relax yourself is to go travelling.在办公室工作的时段也许是你一天感到压力最大的。不过， 事情并不是非这样不可。在营造工作氛围时，你拥有的能力远比你了解的要强。每天多次小憩。这能使你头脑清

18、醒，并可缓解压力。简单地去饮水机打杯水也会有帮助。参加午间或下班后的健身班。这会给你带来放松的机会，帮助你减压。为了让一天的工作顺利进行，尝试为工作定“步调”：早晨精力较好的时候做要求较高的工作；晚些时候，当你感到疲劳时，就做比较容易的工作。一周早到一次或晚下班一次。当常规作息发生变化时，你可能会完成更多工作。如果你是由于工作的不稳定性而感到压力，那么就该好好审视一下自己。更新你的简历；考虑自己都有哪些技能和强项。确保自己能跟上本行业的最新发展。这能让雇主感到你更有价值。如果办公室中的职位等级不那么清晰（或者，如果你就是老板），考虑给公司找个吉祥物。猫、狗在提升员工士气上都能发挥奇效。Unit

19、 6 Entertaining1. Business entertainment in Asia is often used to 'size up' a potential partner, not just polite etiquette.2. Can you imagine that some companies would take their old clients to driving lessons in tank as a form of entertainment?3. Sometimes it is a headache for a selling sid

20、e as how to entertain their potential buyers. Because of this, there appeared entertainment companies which provide you with a variety of entertainment services.4. As the saying goes, 'Return like for like', fashionable and thrilling entertainment would finally be rewarded with a substantial

21、 order.5. Never neglect small talk. If it is handled well, it may shorten the distance between the two sides, making the negotiation go more smoothly.招待客户不同于与几个朋友在本地酒吧聚餐。要成功地招待客户需要制定周密的计划， 并为此付出更多的努力。你的客户喜欢什么？他们喜欢打高尔夫吗？高尔夫一直是一个广受欢迎的招待方式。它能使人在相对不太分心的娱乐活动中延长相处时间。这就是让你和你的客户有充足的时间去相互了解，聊聊生意上的事情。每个人都喜欢在高

22、档餐厅用餐。美酒佳肴能使人减少忧虑，放松身心。外出就餐可以说是招待客户的固定节目了，因此要找一间厨师技艺好、服务周到的高级餐厅，让它成为客户的一次独特体验。文化类活动，如戏剧、音乐会、体育比赛等，也都是不错的选择。但是， 在这样的外出活动期间很少会有机会谈及生意。因此， 只当这些活动是你和客户相互了解的一个契机就可以了。Unit 7 Marketing1. Today, marketing must be understood not in the old sense of making a sale - 'telling and selling' - but in the n

23、ew sense of satisfying customer needs.2. Marketing is defined as the process by which companies create values for customers and build strong customer relationships in order to capture value from customer in return.3. Today's successful companies have one thing in common: they are strongly custom

24、er -focused and heavily committed to marketing.4. Beyond simply attracting new customers and creating transactions, the goal of marketing is to retain customers and grow their business with the company.5. Companies should balance three considerations in setting their marketing strategies: company pr

25、ofits, consumer wants and society's interest.公司的营销战略描述了公司将要服务的顾客对象以及如何为这些顾客创造价值。下一步， 营销者将创建营销项目，以便最终将预期的价值传递给目标顾客。营销项目将营销战略转化成实际行动，以此来和客户建立联系。它由企业的营销组合构成，即公司用来执行其营销战略的营销工具组合。主要的营销组合工具广义上分为四组：称为营销4P， 分别为产品（ product ） 、 价格 （ price） 、渠道（place）和促销（promotion ）。公司为了传递自己的价值观，首先必须创造能满足需求的营销供给物（产品），同时必须确

26、定提供这个产品需要多少钱（价格）以及怎样使这个产品更为方便地接近目标客户（渠道），最后，公司必须和目标顾客就该产品进行沟通并用产品的优点来说服顾客购买（促销）。Unit 8 Planning1. Time, money and expertise are individual resources. How to allocate these limited resources has something to do with planning.2. Many successful businessmen have formed a good habit, that is, they will

27、make lists of things they have to do and then classify them in terms of urgency and priority.3. The transportation department is planning to move these containers to the bonded area.4. If you plan to establish a supermarket without a careful consideration of its location and local population, you ar

28、e likely to fail.5. When companies make long-term plans about the future development of their activities, organizational planning should be put in the first place.为公司的长期生存和发展选择整体战略这项艰巨的工作被称为战略规划。每个公司都必须根据自身的特定情况、机遇、目标和资源寻求最合理的策略。这就是战略规划的核心在企业的目标和能力与其面临的不断变化的营销机会之间建立和保持战略协调性的过程。战略规划为公司中其他的计划工作奠定了基石。公

29、司通常会制定年度计划、长远计划和战略计划。年度计划和长期计划安排公司当前的业务，并且考虑如何保持这些业务的增长。相对而言，战略计划要解决的是公司如何进行自我调整，以在不断变化的环境中抓住机会的问题。Unit 9 Managing People1. One thing is certain, information and knowledge will become even more vital, and people who possess them, whether they work in manufacturing or service industries, will have th

30、e advantage and produce the wealth.2. To make older colleagues believe and trust young managers is easier said than done.3. An American entrepreneur once pointed out, “ To manage a company is not to manage people, but to motivate them. ” If you do according to what he has said, every employee will b

31、e devoted to the company.4. The management of a joint venture should take into account the employees' background, their unique cultural differences and their needs to be respected.5. A sales manager sometimes will act as a mediator to ease the different viewpoints of the sales representatives.曾几

32、何时，要从一个端茶倒水的服务生变成企业家是很有可能的。但如今你若想爬到公司高层，首先得掌握专业的知识和技能。作为领导者的行业专家同样需要和那些可能爬到跟自己截然不同的员工、客户和经理打交道。为此，他们需要掌握人际关系的技能。行业专家应对这一问题的方式多种多样。一些人努力学习这些技能并获得了成功。还有一些人则找来一位助手（通常是女性）来处理这些“软”工作。然而，他们当中还有很多人完全忽视这一问题。他们通过邮件与人交流，不易接近。他们也不觉得诸如制定目标和反馈意见之类的人力资源管理事宜有多重要。其结果是人们不乐于接受他们的管理。因此， 提拔表现出色的行业专家担当管理者就显得问题重重。不过解决办法也

33、还是有的：其一，是完全避免这种情况出现，即雇佣一位职业经理人。但这又会激怒行业专家，让她们呢觉得自己的职业发展道路受阻；其二， 只在头衔上提升行业专家，但最好的办法还是挑选已掌握一定的人际交往技能，又有才干的行业专家，并对其进行管理方面的强化培训。Unit 10 Conflict1. Conventional wisdom about conflict seems pretty much cut and dried. Too little conflict results in indifference and stagnation, while too much conflict leads

34、 to divisiveness and hostility.2. Specifically, managers in not-for-profit organizations strongly believed that conflict was beneficial to their organization and that it promoted higher -quality decision -making than which might be achieved in the absence of conflict.3. Disagreement is form of confl

35、ict. Then how to persuade the other side into accepting your idea is the first thing you have to consider.4. What do you think will happen if a sales manager fails to take control of his salesmen?5. When an issue arises, we should not try to solve it at once. Instead, we should learn to get into som

36、ebody's shoes.我们与人相处时，冲突是不可避免的。无论你做什么工作，你必然会面对冲突。那么应该如何处理冲突？关键是不要让情绪影响自己，这样才能快速、正确、 有效地处理冲突。以下策略可供借鉴，用以扭转形势。倾听在做一件事情时，确保你听取了每个人的意见，并尊重他们的观点。这和历届每个人的出发点不是一回事，但即使你强烈反对他们的意见，你也应该尊重他们的立场，这一点很重要。准备好承认错误如果你错了，那就承认自己错了。不要为了想要证明自己是对的而固执地坚持立场-那只会让你陷入更大的困境，也必然会浪费每个人的时间，结果可能是让你看上去或给人感觉很愚蠢。准备好承认错误-这样你才会成长。积

37、极处理冲突在办公室找一个私密的地方，和相关人员进行谈话。找出具体的问题，并尝试就这个问题进行深入交谈。互相攻击只会事与愿违。Unit 11 New Business1. Since China switched from planned economy to market economy, private company have sprung up.2. The government should take measures promptly to control the ever growing inflation rate, or the social stability will be

38、 affected.3. A new business, or a start up company, is usually considered too risky for average investors.4. An innovation, a good team, a right market opportunity and a right financial strategy are the four key elements when starting a new business.5. If you want your new business to succeed, you have to have your heart in it. Absent-mindedness won't do.为了星巴克的发展，管理层可以考虑产品开发，即向现有的市场投放改良的产品或新产品。