新编MBA英语综合教程（第二版）课件 Unit 5 Business Models、Unit 6 Leadership

BusinessModelsUnitFiveLead-inbusinessmodel

n.商业模式rationale[ˌraʃəˈnɑːl]n.基本原理organization[ɔːɡ(ə)nʌɪˈzeɪʃ(ə)n]n.组织strategy[ˈstrɑtɪdʒi]n.策略infrastructure[ˈɪnfrəstrʌktʃə]n.基础设施valuepropositionn.价值主张；价值定位valuearchitecturen.价值结构articulate[ɑːˈtɪkjʊlət]v.明确有力地表达dimension[dɪˈmɛnʃ(ə)n,dʌɪˈmɛnʃ(ə)n]n.方面integrate[ˈɪntɪɡreɪt]v.使……成为整体retail[ˈriːteɪl]a.零售的demonstration[dɛmənˈstreɪʃ(ə)n]n.示范Trytoanswerthefollowingquestionsaboutbusinessmodelsbriefly.1.Whatisthedefinitionofthephrase“businessmodel”?2.Whatarethecoreaspectsofabusinessmodel?Key:Abusinessmodeldescribestherationaleofhowanorganizationcreates,delivers,andcapturesvalue,ineconomic,social,culturalorothercontexts.Theprocessofbusinessmodelconstructionispartofbusinessstrategy.Key:Itincludespurpose,businessprocess,targetcustomers,offerings,strategies,infrastructure,organizationalstructures,sourcing,tradingpractices,andoperationalprocessesandpoliciesincludingculture.Trytoanswerthefollowingquestionsaboutbusinessmodelsbriefly.3.AccordingtoAl-Debei,El-HaddadehandAvison,whataretheprimaryconstructsordimensionsofbusinessmodels?4.Whatisabricks-and-clicksbusinessmodel?Key:Theprimaryconstructsordimensionsofbusinessmodelsarevalueproposition,valuearchitecture,valuefinance,andvaluenetwork.Key:Bricks-and-clicksbusinessmodelindicatesthebusinessmodelbywhichacompanyintegratesbothoffline(bricks)andonline(clicks)presences.Key:Directsalesmodelismarketingandsellingproductstoconsumersdirectly,awayfromafixedretaillocation.Itis“thedirectpersonalpresentation,demonstration,andsaleofproductsandservicestoconsumers,usuallyintheirhomesorattheirjobs.”Trytoanswerthefollowingquestionsaboutbusinessmodelsbriefly.5.Whatisthedefinitionofa“directsalesmodel”?IntensiveReadingFourBusinessModelsfortheDigitalAgeStart-upquestionAsdigitisationishappeningaroundtheworld,howdoyouthinkdifferenttypesofcompaniesshouldtransformtheirbusinessmodels?Whatmightbethechallengesandopportunities?▶spectrum[ˈspektrəm]n.系列She'dseenhismoodsrangeacrosstheemotionalspectrum.她见识过他的情绪波动范围会有多大。▶navigate

[ˈnævɪɡeɪt]v.驾驭；成功应付（困难处境）Duringchildhoodeachofushastonavigateapathwaythroughaseriesofdevelopmentalstages.我们每个人在童年时都要经历和应对不同的成长阶段。▶landscape

[ˈlændskeɪp]n.形势Wecanexpectchangesinthepoliticallandscape.我们等着看政治舞台上的变化吧。▶modular

[ˈmɒdjələ(r)]a.模块化的，组合式的Theyendedupbuyingaprebuiltmodularhomeonatwo-acrelot.最后他们购买了一幢建在两英亩土地上的预制组合式房屋。▶quadrant

[ˈkwɒdrənt]n.

象限Asymbolappearsinanupperquadrantofthescreen.一个符号出现在屏幕上方的一个象限里。▶distributor

[dɪˈstrɪbjətə(r)]n.分销商Alotofthemoneythatyoupayatthecinemagoesbacktothefilmdistributors.你在电影院消费的一大部分钱都会回到电影发行商手里。▶vulnerable

[ˈvʌlnərəbl]a.（身体上或感情上）易受……伤害的Oldpeopleareparticularlyvulnerablemembersofoursociety.老年人是社会中尤为明显的弱势群体。▶commoditization[kəˌmɒdɪtaɪˈzeɪʃn]n.商品化Oneofthebiggestchallengesforhardlinesretailersisthecommoditizationofbrandedassortmentsasalternative,onlinesourceshaveexpanded.硬百货零售商面临的最大挑战之一，是随着线上替代渠道的扩张，品牌商品组合日趋同质化。▶wardoff

防止；避免ManypeopleswearbyvitaminC'sabilitytowardoffcolds.许多人深信维生素C能预防感冒。▶deploy

[dɪˈplɔɪ]v.有效地利用Whenatechnologyisdeployed,itsimpactsreachfarbeyonditself.当一项技术得到有效利用时，其影响远远超出了技术本身。▶niche

[niːʃ]a.（营销）针对特定客户群的；细分的Manymediaexpertsseesuchall-newschannelsaspartofageneralmovetowardsnichemarketing.很多传媒专家把这些纯新闻频道看作是朝着细分市场这一大势转变的组成部分。▶accommodate

[əˈkɒmədeɪt]v.考虑到Theroadsarebuilttoaccommodategradualtemperaturechanges.修建这些道路时考虑到了温度的逐渐变化。▶outage

[ˈaʊtɪdʒ]n.停电期Despitethepoweroutage,thehospitalcontinuedtofunctionnormally.尽管供电中断，医院继续照常运作。▶unprecedented

[ʌnˈpresɪdentɪd]a.前所未有的Suchpolicieswouldrequireunprecedentedcooperationbetweennations.这样的政策要求国家间进行空前的合作。▶brokeragehouse经纪人事务所，证券经纪商Abrokeragehouseusuallyhandlespurchasesandsalesofthesestocksalongwiththoseonthemajorexchanges.证券经纪商通常经营这些股票以及在各主要交易所上市股票的买卖。▶retain

[rɪˈteɪn]v.保留Theinterioroftheshopstillretainsanineteenth-centuryatmosphere.这家商店的内部装修仍然保留着19世纪的风格。▶glean

[ɡliːn]v.仔细收集（信息、知识等）Atpresentwe'regleaninginformationfromallsources.目前，我们正从各种渠道收集信息。▶point-of-sale

[ˌpɔɪntəvˈseɪl]a.销售点的Inseveralrecentincidents,hackershavebeenabletoobtainmassiveinformationofcredit-,debit-,orprepaid-cardnumbersusingmalware,i.e.malicioussoftware,insertedsecretlyintotheretailers'point-of-salesystem—thecheckoutregisters.在最近发生的几起事件中，黑客通过在零售商销售点系统的收银台上秘密插入恶意软件获得了大量的信用卡、借记卡或预付卡号码信息。▶span

[spæn]v.跨越Hisprofessionalcareerspanned16years.他的职业生涯持续了16年。▶plug-and-play

[ˌplʌɡənˈpleɪ]a.（计算机设备）即插即用的Colorandcatalystchangeiseasilyintegratedwithaplug-and-playcontrolmoduleandvalves.颜色和催化剂更换功能通过即插即用控制模块和阀门组轻松整合。▶agnostic

[æɡˈnɒstɪk]a.不可知论（者）的Theculturecycleapproachisagnosticastothemotivationforculturalproduction–beitprofitorthetransmissionofculturalvalues.文化周期的方法无法获取文化生产的动机，无论这种动机是为了追求获利还是传递文化价值观念。▶magstripe

n.磁条Creditanddebitcards,though,aregoingtobewithusfortheforeseeablefuture,andsoarehackers,ifwestickwithmagstripetechnology.不过，在可预见的未来，信用卡和借记卡将与我们同在，而如果我们坚持使用磁条技术的话，黑客也将一直存在。▶leverage

[ˈliːvərɪdʒ]v.利用Thebiggestandmostexcitingchallengeofthistechnologyishowtocreativelyleveragethisever-growingamountofdatatodelivercostsavings,improvementsandtangiblebenefitstobothbusinessesandcitizensofthesesmartcities.这项技术最大和最令人兴奋的挑战，是如何创造性地利用这类日益增长的数据，为这些智能城市中的企业和市民节约成本、改善条件以及带来切实的利益。▶proprietary

[prəˈpraɪətri]a.专利的；专卖的Wehadtotakeactiontoprotecttheproprietarytechnology.我们必须采取措施保护专利技术。▶viable

[ˈvaɪəbl]a.切实可行的Suchprojectsarenotfinanciallyviablewithoutgovernmentfunding.没有政府专款，这样的项目在资金上是不可行的。Completethefollowingsentenceswithonefunctionword.1.Digitisation,whichisofcoursehappeningallaroundus,isopening_______awholenewspectrumofopportunitiestocreatevalue.Key:upCompletethefollowingsentenceswithonefunctionword.2.Suppliershavelittledirectknowledgeofthepreferencesoftheirendcustomers,andmayormaynothaveadirectrelationship_______them.Key:withCompletethefollowingsentenceswithonefunctionword.3.Washing-machinemanufacturersareagoodexampleofSuppliers,_______arecompaniesthatcreatemutualfundssoldbysomeoneelse.Key:asCompletethefollowingsentenceswithonefunctionword.4.Asdigitisationcontinues,endcustomerswillincreasinglyexpectyoutocater__________theirlikesandneeds.Key:toCompletethefollowingsentenceswithonefunctionword.5.IKEA,theworld’slargestfurniturecompany,isanexampleofaMultichannelBusinessthatcontinuestofindwaystoenhancetherangeofofferings_______itsvaluechain.Key:withinCompletethefollowingsentenceswithonefunctionword.6.Asdigitalbecomesthenewnormal,thepaths__________successarethere__________thetaking.Key:to;forCompletethefollowingsentencesbyfillingeachofthemarkedblankswithoneortwocontentwordsusingChineseequivalentsinthebracketsasthereference.1.Suppliers,inthelowerleft_____a______(象限),havelittledirectknowledgeofthe_____b______(偏好)oftheirendcustomers,andmayormaynothaveadirectrelationshipwiththem.Key:quadrantpreferencesCompletethefollowingsentencesbyfillingeachofthemarkedblankswithoneortwocontentwordsusingChineseequivalentsinthebracketsasthereference.2.Haierhasdevelopedavarietyof______a______(针对特定客户群的)products,includingwashingmachinesthat_______b______(考虑到)thelonggownswornbywomeninPakistan,andfreezersthatcankeepfoodfrozenfor30hoursintheeventofapoweroutageinNigeria.Key:a.nicheb.accommodateCompletethefollowingsentencesbyfillingeachofthemarkedblankswithoneortwocontentwordsusingChineseequivalentsinthebracketsasthereference.3.Square’s_____a______(销售点的),payroll,employeemanagement,andappointmentappscanbeusedonAppleandAndroiddevicesalike,ascanitschipand_____b______(磁条)readers.Key:a.point-of-saleb.magstripeCompletethefollowingpassagesbyfillingeachofthemarkedblankswithoneortwocontentwordsusingChineseequivalentsinthebracketsasthereference.4.EcosystemDriversleveragethesedimensionstoprovideconsumerswitha_____a______(无缝的)experience,sellingnotonlytheirown_____b______(专卖的)productsandservicesbutalsothosefromprovidersacrosstheentireecosystem.Key:seamlessproprietaryCompletethefollowingpassagesbyfillingeachofthemarkedblankswithoneortwocontentwordsusingChineseequivalentsinthebracketsasthereference.5.Servingasaplatformforservicesprovidedbythirdparty_____a______(销售公司)aswellasGEbusinessunits,Predixhelpscompaniescollect,analyze,andleverageoperationaldatasotheycan_____b______(使……最优化)theperformanceoftheirentiresystem.Key:vendorsoptimizeCompletethefollowingsentencesbytranslatingtheChinesegiveninthebrackets.1.

Washing-machinemanufacturers_______________________(是一类典型的供应商),asarecompaniesthatcreatemutualfundssoldbysomeoneelse.Key:areagoodexampleofSuppliersCompletethefollowingsentencesbytranslatingtheChinesegiveninthebrackets.2.Haier,theworld’slargestmanufacturerofwhitegoods,hasdeployedvariousstrategies___________________________(让自己有别于竞争对手).Key:todifferentiateitselffromcompetitorsCompletethefollowingsentencesbytranslatingtheChinesegiveninthebrackets.3.

ManybanksandbrokeragehousesareMultichannelBusinesses,___________________________(一些零售商和保险公司也是如此).

Key:asaresomeretailersandinsurancecompaniesCompletethefollowingsentencesbytranslatingtheChinesegiveninthebrackets.4.Broadeningyourunderstandingofyourcustomers’life-eventneedsisessentialforbuildingouttheintegratedexperiencethatwill__________________________(留住现有消费者、吸引新的消费者).Key:retainexistingconsumersandattractnewonesCompletethefollowingsentencesbytranslatingtheChinesegiveninthebrackets.5.

GE___________________________(正从一家工业产品供应商向工业物联网领域的生态系统推动者转变),withthehelpofPredix,thecloud-basedoperatingsystemitlaunchedlastyear.Key:ismovingfrombeingaSupplierofindustrialproductstoanEcosystemDriverintheIndustrialInternetofThingsTranslatethefollowingsentencesintoEnglish.1.海尔利用互联网向公司外部人员开放其创新流程，定制化服务水平因而达到了前所未有的高度。Key:HaierusedtheInternettoopenupitsinnovationprocesstopeopleoutsidethecompany,enablinganunprecedentedlevelofcustomisation.TranslatethefollowingsentencesintoEnglish.2.多渠道企业让消费者可以通过诸多数字渠道和传统渠道来购买其产品，确保实现终端客户已经开始期待的那种无缝体验。Key:MultichannelBusinessesprovideaccesstotheirproductsinvariousdigitalandphysicalchannelstoensuretheseamlessexperiencetheirendcustomershavecometoexpect.TranslatethefollowingsentencesintoEnglish.3.在数十年专注于众多门店客户体验之后，宜家推出了线上购物活动，实现真正的无缝购物体验，同时又多了一个进一步了解客户的途径。Key:Afterdecadesoffocusonthecustomerexperienceinitsstores,IKEAlaunchedonlineshopping,makingthepurchasingexperiencetrulyseamlessandgainingawaytolearnevenmoreaboutitscustomers.TranslatethefollowingsentencesintoEnglish.4.生态系统推动者在两方面都是佼佼者：既深入了解终端客户，又有广泛的供应基础。Key:EcosystemDrivershavethebestofbothworlds:deepend-customerknowledgeandabroadsupplybase.TranslatethefollowingsentencesintoEnglish.5.数字化已成为新常态，成功道路就在前方，任你选择。Key:Asdigitalbecomesthenewnormal,thepathstosuccessarethereforthetaking.TranslatethefollowingpassageintoChinese.AsWeillandWoerner’sresearchdemonstrates,theprospectsforcreatingvaluearegreatestforcompaniesthatparticipateinecosystemsratherthaninvaluechains,soEcosystemDrivershavethegreatestpotentialforvaluecreationandSuppliersthesmallest.Key:韦尔和沃纳的研究表明，投身于生态系统而不是价值链的公司，才最有希望能够创造价值，所以生态系统推动者创造价值的潜力最大，而供应商在这方面的潜力则最小。TranslatethefollowingpassageintoChinese.Allfourpathsareviableroutestoenduringsuccess,providedyouareclearonwhatyourgenericstrategyisandwhatthatstrategyrequires.Key:以上四种路径都切实可行，能够确保企业获得长期成功，但前提是你必须清楚自己的总体战略是什么，实现这个战略又需要付出什么。TranslatethefollowingpassageintoChinese.If,however,youarelosingcustomersorgrowingmoreslowlythanyourmarket,youshouldconsidermovingtoadifferentquadrant,eitherbyexpandingyourknowledgeofyourendcustomersorbybecomingmoreofanecosystem.

Key:不过，如果你的客户正在流失，或者公司成长的速度不如市场发展的速度，就应该考虑改变路径进入另一个不同的象限，实现方法有两种：要么增进对终端客户的了解，要么成为生态系统中更重要的一员。CheckyourunderstandingA.Readthestatementsbelowanddecideiftheyagreewiththeinformationgiveninthereading.(MarkTrue—ifthestatementagreeswiththearticle;False—ifthestatementcontradictsthearticle.)Key:True1.Opportunitiesforcompaniesineveryindustryareoccurringontwocriticaldimensions:knowledgeoftheendcustomerandbusinessdesign.Key:True2.Supplierscanbeeasilyaffectedbypricingpressuresandcommoditisationascustomerslookforlessexpensivealternatives.CheckyourunderstandingA.Readthestatementsbelowanddecideiftheyagreewiththeinformationgiveninthereading.(MarkTrue—ifthestatementagreeswiththearticle;False—ifthestatementcontradictsthearticle.)Key:False3.IfyouareaSupplier,youonlyneedtomakesureyouroperationsareasefficientaspossible.Key:False4.MultichannelBusinesseshavelittleknowledgeoftheirconsumersbecausetheymaynothaveadirectrelationshipwiththem.CheckyourunderstandingA.Readthestatementsbelowanddecideiftheyagreewiththeinformationgiveninthereading.(MarkTrue—ifthestatementagreeswiththearticle;False—ifthestatementcontradictsthearticle.)Key:True5.ModularProducersrelyonothersfordistributionaswellasforguidanceonwhatthecustomerneeds.Key:False6.EcosystemDriverscreatevalueforthemselveswithoutextractingrentfromothers.CheckyourunderstandingA.Readthestatementsbelowanddecideiftheyagreewiththeinformationgiveninthereading.(MarkTrue—ifthestatementagreeswiththearticle;False—ifthestatementcontradictsthearticle.)Key:True7.EcosystemDriverswillwanttoincreaseboththeknowledgeofendcustomersandthebreadthofofferingsavailabletothem.Key:False8.SuppliershavethegreatestpotentialforvaluecreationandEcosystemDriversthesmallest.ExtendedReading

TheSharingEconomyIsn’taboutSharingatAllA.Questionsfordiscussion.1.Whydoestheauthorpointoutthat“thesharingeconomyisn’treallya‘sharing’economyatall;it’sanaccesseconomy”?Sharingisaformofsocialexchangethattakesplaceamongpeopleknowntoeachother,withoutanyprofit.When“sharing”ismarket-mediated—whenacompanyisanintermediarybetweenconsumerswhodon’tknoweachother—itisnolongersharingatall.Rather,consumersarepayingtoaccesssomeoneelse’sgoodsorservicesforaparticularperiodoftime.Itisaneconomicexchange,andconsumersareafterutilitarian,ratherthansocial,value.A.Questionsfordiscussion.2.Acceptingtheauthors’ideathatitisanaccesseconomyratherthanasharingeconomy,whataretheimportantimplicationsforhowcompaniesinthisspacecompete?Itimpliesthatconsumersaremoreinterestedinlowercostsandconveniencethantheyareinfosteringsocialrelationshipswiththecompanyorotherconsumers.A.Questionsfordiscussion.3.Accordingtothearticle,whatarethetwokeyelementsofsuccessintheaccesseconomy?Companiesthatemphasizeconvenienceandpriceovertheabilitytofosterconnectionswillhaveacompetitiveadvantage.Consumersthinkaboutaccessdifferentlythantheythinkaboutownership.B.Preparea10-minutepresentationon“ThekeyfactorsofsuccessfulBusinessModel”anddeliveritintheclass.ListeningA.Listentothefirstpartofthetalk“Thesinglebiggestreasonwhystartupssucceed”byBillGrossandcompletethefollowingsentencesbyusinguptotwowords.GlossaryandNotesadaptability[əˌdæptəˑbɪlətɪ]n.适应性comeupwith提出inadvance预先incentive[ɪnˑsentɪv]n.动机intense[ɪnˑtens]a.紧张的1.SoItriedtolookacrosswhatfactorsaccountedthemostforcompanysuccessandfailure.SoIlookedatthesefive.First,the______.2.Somuchabouta______isitsabilitytoadapttogettingpunchedinthefacebythecustomer.Thecustomeristhetruereality.Andthat’swhyIcametothinkthatthe______maybewasthemostimportantthing.Key:ideaKey:team’sexecution,team3.ThenIstartedlookingatthe______.Doesthecompanyhaveaveryclearpathgeneratingcustomerrevenues?Thatstartedrisingtothetopinmythinkingaboutmaybewhatmatteredmostforsuccess.4.ThenIlookedatthe______.Sometimescompaniesreceivedintenseamountsof______.Maybethat’sthemostimportantthing?Key:businessmodelKey:funding,funding5.Andthenofcourse,the______.Istheideawaytooearlyandtheworld’snotreadyforit?Isitearly,asin,you’reinadvanceandyouhavetoeducatetheworld?Isitjustright?Orisittoolate,andthere’salreadytoomanycompetitors?Key:timingB.Listentothesecondpartofthetalk“Thesinglebiggestreasonwhystartupssucceed”byBillGrossandcompletethefollowingformtosummarizewhathethinksmakescompaniessucceedthemost.GlossaryandNotesrecession[rɪˑseʃ(ə)n]n.不景气startout着手进行underfunded[ˌʌndəˑfʌndɪd]a.资金不足的Itriedtolookatwhatfactorsactuallyaccountedthemostforsuccessandfailureacrossallofthesecompanies,andtheresultsreallysurprisedme.TimingincrediblecompanyincrediblebusinessmodelgreatexecutiongetdriversintothesystemIdeayoucanstartoutwithoutabusinessmodeldemandingwhatyou’recreatingunderfundedyou’regainingtractionC.ListentoatalkaboutthebusinessmodelofAirbnb.Pleasewritenotestoanswerthefollowingquestions.GlossaryandNotesaccommodation[ˌəkɒməˑdeɪʃ(ə)n]n.膳宿alternative[ɔːlˑtɜːnətɪv;ɒl-]n.供替代的选择attribute[əˑtrɪbjuːt]n.属性controversy[ˑkɒntrəvɜːsi]n.争论crucial[ˑkruːʃ(ə)l]a.重要的entrepreneur[ˌɒntrəprəˑnɜː(r)]n.企业家envision[ɪnˑvɪʒn]v.预想hospitality[ˌhɒspɪˑtælɪti]n.好客，酒店monetize[ˑmʌnɪtaɪz]v.定为货币regulatory[ˑreɡjʊˌlətəri]a.管理的1.WhatmakesAirbnbspecial?2.Whatistheproblemofthisbusinessmodel?Itestablishedasolutionforhomeprovidersandrentersaroundtheglobeandacost-savingalternativetotraditionalbookingsofhotelsorvacationhomesbyconnectingbothpartiesthroughapeer-to-peeronlinemarketplace.What’smore,Airbnbdoesnotlimititsideaofsharedeconomytospareroomsonlybuttriestoextenditbyincludingnewprograms,suchasthedinnerprogram.Thisbusinessmodelisalsofacingsomelegalproblemsasitcanavoidcertainregulatorymechanismswhichusuallyconcernthehospitalityindustry.Themainissueisthathostsgenerateincomebyusingprivatelyheldresources.Withthis,theycompetewithhotelsbuttheydonotneedtopaytaxesordealwithzoningandsafetyregulations.Thisfactandregulationsregardingrentingaresubjectsofcontroversyinseveralcities.WritingCompaniesareincreasinglyfocusingonwhatcustomersneedandwant.Market-orientedcompaniesarebeginningtoemergeineverydevelopingeconomyintheworld.Writeanarticlegivingyourideasoftheessenceofmarketing.Startbyexplainingwhatmarketingisandthemosteffectivewaytouseittogrowandexpandthebusiness.Herearesomeideastohelpguideyourwriting:•Acquiringmorecustomers;•Persuadingeachcustomertobuymoreproducts;•Persuadingeachcustomertobuymoreexpensiveproductsorup-sellingeachcustomer;•Persuadingeachcustomertobuyproductswithahigherprofitmargin.Explainoneexample,closeappropriatelywithasummarycontainingageneralmarketingsuggestionandencouragementtoimplementit.Key:Theessenceofmarketingistounderstandyourcustomers’needsanddevelopaplanthatsurroundsthoseneeds.Let’sfaceit,anyonewhohasabusinesshasadesiretogrowtheirbusiness.Themosteffectivewaytogrowandexpandyourbusinessisbyfocusingonorganicgrowth.Youcanincreaseorganicgrowthinfourdifferentways.Theyare:Acquiringmorecustomers;Persuadingeachcustomertobuymoreproducts;Persuadingeachcustomertobuymoreexpensiveproducts(up-selling);Persuadingeachcustomertobuymoreprofitableproducts.Allfouroftheseincreaseyourrevenueandprofit.Letmeencourageyoutofocusonthefirstwhichistoacquiremorecustomers.Why?Becausebyacquiringmorecustomersyouincreaseyourcustomerbaseandyourrevenuesthencomefromalargerbase.Howcanyouusemarketingtoacquiremorecustomers?Youshouldspendtimeresearchingandcreateastrategicmarketingplan,guideyourproductdevelopmenttoreachouttocustomersyouaren’tcurrentlyattracting,priceyourproductsandservicescompetitively,anddevelopyourmessageandmaterialsbasedonsolutionmarketing.Whenitcomestoyourcustomerskeepinmindtheimportanceoftargetmarketing.Thereasonthatisimportantisthatonlyaproportionofthepopulationislikelytopurchaseanyproductsorservice.Bytakingthetimetopitchyoursalesandmarketingeffortstothecorrectsectionofthemarketyouwillbemoreproductiveandavoidwastingtimeandeffort.Bybeingdiligentinyourmarketingandimplementingasimplestrategysuchasholdingyourselfaccountabletocontacttencustomersorpotentialcustomerseverydayyouwillseeyourbusinessgrowatanexceptionalrate.Thegreatthingisitwillnottakealargemarketingbudgettomakeithappen.TipsforTranslation

词的省略

WarmupExercisesComparethefollowingpairsofsentencesanddiscusswhathavebeenomittedduringtheprocessoftranslation.1.Expertsexpectvolatilityasappetiteforriskisdownduetogloballenders’woes.专家预计，由于全球银行业陷入困境，风险偏好下降，市场将出现波动。2．我本以为这是一起事故，但现在看来不是。Ihadbelievedthatitwasanaccident,butitseemsnot.词的省略也是翻译时常见的现象。与词的增补情况相反，原文中有些词语从译文的角度来看往往是多余的，可以或必须删去，绝不能只字不漏地生搬硬套过来，不然会引起文理不通、意思含糊等弊病。词的省略的目的是使译文符合英语的表达习惯和修辞特点。翻译中所省略的词语可分为以下几类：1.省略译入语中没有的词类汉语中有量词，而英语中没有专门的量词，因此在汉译英时常常省略量词。如“一辆自行车”、“一轮满月”和“一场噩梦”对应的英文分别是abike,afullmoon,abaddream。一轮红日缓缓从风平浪静的海面升起。Aredsunroseslowlyfromthecalmsea.英语的冠词表示类属，汉语则没有这样的语法功能。所以在英译汉的时候也要注意删掉不符合汉语习惯而显得多余的冠词。Oilpriceshaveplungedamidbankingstress,recessionfearsandanexodusofinvestor

flows,whichmaywipeoffChina’sdemandboomthisyear.由于银行业压力、对经济衰退的担忧以及投资者外流，油价已经大幅下跌，这可能会抹去中国今年的需求热潮。2.省略原文中重复出现的词语汉语中为了讲究句子的平衡，常使用排比、对仗、重复等修辞手段，英语则不同。因此，汉译英时，原文中含义重复的词往往只译出其中一个。每条河流都有上游、中游和下游。Everyriverhasitsupper,middleandlowerreaches.我能做，你也能做。Icandoit,andsocanyou.英译汉时，句子主语和从句或短语的逻辑主语一致时省略一个主语。YouwillbestayinginthishotelduringyourvisitinBeijing.你在北京访问期间就住在这家宾馆。ThereweregeneralreasonsbehindtherunonSilicanValleyBank,suchasthesluggisheconomy,whichledtoweakdepositgrowthandaffectedloanquality.硅谷银行挤兑的背后是有普遍原因的，比如经济不景气导致存款增长乏力，贷款质量受到影响。3.省略原文中表示范畴的词语汉语里有些名词像“工作”“任务”“状态”“问题”“情况”“制度”“途径”“事业”“局面”等通常有具体的含义，自然应当照译，但是它们用来表明范畴时，则失去了具体含义，一般可以省略不译而并不影响意义。如“分析问题”中的“问题”一词，就有具体含义，非译出不可；而“人民内部矛盾问题”中的“问题”则是表明范畴，不必译出，只需译作contradictionsamongthepeople就可以了。尼奥总是用这样一句话来结束自己的故事：“世道就是这样，善行往往得不到善报。”Neoalwaysendedhisstorywith,“Intheworld,thepaymentforgoodisoftenbad”.论文总结了电子计算机、人造卫星和火箭三方面的新成就。Thethesissummedupthenewachievementsmadeinelectroniccomputers,artificialsatellitesandrockets.英译汉时常常省略表示同位关系的名词。Asof3pmonTuesday,thebenchmarkWTI(WestTexasIntermediate)crudeshed0.8percenttolingeraround$67perbarrel,despitethefactthatitmanagedtoshowaV-shapebouncetoclose1.3percenthigheronMonday.截至周二下午三点，美国基准西得克萨斯中质原油（WTI）价格下跌0.8%，收于每桶67美元左右，而在周一，该原油出现了V型反弹，收盘上涨1.3%。4.省略可能影响译文修辞效果的词语汉语中，有时为了语言生动，常用四字词组作比喻；有时为了加强语气，可以连续使用好几个短句。在翻译这类句子时，某些词语往往可以省去不译或加以简化和压缩，不然译文势必拖泥带水、松散无力，反而失去了原文的特色。花园里面是人间的乐园，有的是吃不了的大米白面，穿不完的绫罗绸缎，花不完的金银财宝。Thegardenwasaparadiseonearth,withmorefoodandclothesthancouldbeconsumedandmoremoneythancouldbespent.原文中的“大米白面”“绫罗绸缎”“金银财宝”等四字词组分别指“吃的”“穿的”“花的”，可直截了当地译成food,clothes,money，虽然丧失了原文四字词组的特点及比喻性，却不失简洁明了，反而更符合英文的表达习惯。如果按原文逐字译出，句子就会显得臃肿、累赘。练习TranslatethefollowingsentencesintoChineseorviceversa.Payattentiontotheomittedpartsinyourtranslation.1)WearepleasedtohavereceivedyourinvitationtothesymposiumontheInternet.非常高兴收到因特网会议的邀请。（省略原句主语）2)Thedesignisconsideredpractical.设计实用。（省略原句中的被动语态）3)Onceyouarein,youwouldn’tbeallowedtogetout.一旦加入，就不允许你退出了。（省略人称代词）4)ThatisthebedroomIsharedwithTom.那是我和汤姆的卧室。（省略关系代词that/which）5)这位老人的背上布满了一道道伤痕。Theoldman’sbackiscoveredwithscars.（省略量词）TheEndUnit

SixLeadershipLead-inA.Readthefollowingpassageforinformationaboutleadership.Itisacommonbeliefthatmanagementandleadershiparethesamerole.Whileitiscommonthatamanageralsoplaysthepartoftheleader,thesetworolesaretrulyseparateinfunctionandinthewaytheyaddtothesuccessofanorganization.Byunderstandingthedifferencebetweenmanagementandleadershipyouwillbecomemoreeffectiveinhelpingothersseetheroadahead.leadership

[ˑliːdəʃɪp]n.领导力management

[ˑmænɪdʒmənt]n.经营，管理ItiscommonlybelievedTounderstandthedifferencebetweenmanagementandleadership,considertheconstructionofanewroad.Tobuildthatroadthereareworkers,machineryandtoolswhichareallvitalintheroad’sconstruction.Managershelpensurethoseworkers,machineryandtoolsworktogetherinthemostefficientwaypossible.Amanagermakessurethoseworkersarewell-trained,motivated,restedandthattheyknowwhatthey’resupposedtodonext.construction[kənˑstrʌkʃən]n.建造leadership

[ˑliːdəʃɪp]n.领导力management