工商管理专业英语

1、英译中1. Vertical integration 国1直统一管理2. Markup -涨价3. Lead time -订货和交货之间的时间4. Status Quo 一现状现存情况或事态5. Market positioning r市场定位6. Market segment 一市场细分7. Executive -主管、高级执行人员8. Supervisor -监督9. Elasticity -弹性10. Differentiation镜异化11. . Wholesale -批发商二、中译英12. Retailer 年售商13. Discount -折扣14. Margin -最低利润15.

2、 Media advertising 碟体广告16. Point of Purchase Advertising场所广告17. Sales representative/肖售代表18. Compensation 嘛酬19. Gross profit -毛利20. Bidder也标人1 .如今的消费者要面对大量的产品、品牌、价格和生产厂商。Today's customers face a vast array of product and brand choices, prices, and suppliers.2 .零售商们需要考虑目标市场和产品定位。Retailer must con

3、sider target markets and product positioning.3 .人员招聘是人力资源管理中的一个重要部分。Recruitment is a significant part of Human Resource Management (HRM).4 .顾客的满意度和产品质量有关。Customer satisfaction is relative to product s quality.5 .每个企业都应该找到自身的竞争优势。Every company should be aware of its competitive advantages.6 .公司需要制订正确

4、的战略。A company should set the right strategy.7 .促销的主要目的是为了扩大销售。Sales promotion aims mostly to push more consumers toward purchases.8 . 一份损益表的基本构成是：销售，成本，盈利或亏损。An operating statement consists of three basic components in the statement: sales, costs, and profit (or loss) 三、简答determine ancompetitors/the

5、1. What are the five competitive forces that collectively industry ' s long term attractiveness?Present competitors (competition among existing industry)/potential bargaining power of suppliers/the bargaining power of buyers/substitute productsThreat of newentrantsBargaining strength of supplier

6、sCompetition among existing industry firmsGThreat of substitute productsBargaining strength of buyers2. What is “ Strategic group ”?A strategic group consists of firms pursuing similar strategies that is, employing a similar mix of strategy elements.3. What does a company s beenfit include?Paid vaca

7、tions/sick leave/holidays/medical insurance4. What does “ Total Customer Value ” include? Product/services/personnel/image values5. What does “ Total Customer Cost ” include?Monetary/time energy/psychic costs6. Will a customer always buy a product that has highest customer delivered value? If not, w

8、hat can be the possible motivation behind?Maybe, will not.For example: Product a from company A “value ” =product b form company B(1) The construction firm s buyers enjoy a long-term friendship with B(2) The firm s buyers might be under strict company orders to buy at the lowest company(3) The const

9、ruction form rewards its buyers for short-term performance, causing them to choose the less expensive b , even though a will perform better and be less expensive to operate in long run.7. What is Just-In-Time System?An increasing popular method of managing operations, including inventory control and

10、 production planning, is the just in time (JIT) system.Like MRP, just in time system aims to have only the right amounts of materials arrive at precisely the times they are needed.A manufacturer produces only enough to fill orders when they are due thus eliminating finished-goods inventory.8. What i

11、s net profit? How is it different from net sales?Net profit-at the bottom of the statement-is what the company earned from its operations during a particular period. It is the amount left after the cost of sales and the expenses are subtracted from net sales. Net sales and net profit are not the sam

12、e. Many firms have large sales and no profits-they may even have losses.9. Too many retailers fail to define their target markets and positions clearly.What is the common mistake they normally make?Too many retailers fail to define their target markets and positions clearly. They try to have “ somet

13、hingfor everyone ” and end up satisfying no market well.10. What are the 4 P s in the marketing 4 P s?Product/promotion/place/price四、问答Price skimmingPenetration pricingDefinitionDenote a high price relative to the prices of competing productsCharge a relatively low price for a product as a way to re

14、ach the mass marketWhen to useUse this strategy for new products when the product is perceived by the target market as having unique advantagesWhen to be effectiveWhen the market is willing to buy the product even though it carries an above average price.A price-sensitive market-price should decline

15、 more rapidly when demand is elastic, because market can be expanded through a lower price.When a product is well protected legally, when it represents a technological breakthrough, or when it has in some other way blocked entry to competitors.If a large experience curvewillcause costs per unit to d

16、rop significantly it will be effectiveWhen production cannot be expanded rapidly because of technologicaldifficulties,shortages,orconstraintsimposed by the skill and time required to produce a product. As long as demand is greater than supply skimming is an attainable strategy.StrengthRecover its pr

17、oduct development or educational " cost quicklyTypically discourages or blocks competition from entering a marketweaknessEncourage competitors to enter the marketIf the volumes fails to materialize the company will be faced with huge losses from buildings or converting a factory to the failed p

18、roductWhen a prestige brand moves to penetration pricing to gain market share and fails.附：(其余课堂重点)1. What are the industry's driving forces? P51Changes in the market long-term growth rate/Changes in buyers segments/Diffusion of proprietary knowledge/Changes in cost and efficiency, derived from s

19、cale and learning effects/Changes in government regulations 2. backward integration: 后向合并 3. inventory :库存4. Material Requirement Planning ( MRP):原料需求计划 p66Method of getting the correct materials where they needed, on time, and without carrying unnecessary inventoryManagers use computer programs to

20、calculate when certain materials are needed, when they should be ordered, and when they should be delivered so that they will not cost too much to store.5. Operating Statement:资产损益表The operating statement is a financial statement that summarizes the amount of revenues/profits earned and expense incu

21、rred by a business over a period of time. Many people consider it the most important financial report because its purpose is to measure whether or not the business achieved or failed to achieve its primary objective of earning an acceptable income.6. 资产损益表中需要掌握的词汇net profit 净利润/gross profit 毛利润/gros

22、s sales 销售总额/net sales 扣除销货折扣和退 货后净额/cost of sales 销售成本/allowances 价格折让/net cost净价/sales salaries 销售人 员的工资/advertising expense 广告费用7. Invoice发货清单8. Staff全体职员9. Human Resource Management functions(人力资源基本职能)包括 human resource planning/recruiting/selection p9010. Compensation( 薪酬I) 包括： pay/benefits/nonf

23、inancial(nonmonetary rewards) p9111. Customers are value-maximizers , within the bounds of search costs and limitedknowledge, mobility and income.12. Customer Value=Total Customer value-Total Customer Cost13. Value Chain: A major tool for identifying ways to create more customer value价值链14. Supplier 供应商15. Distribut