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外国语学院
《商务英语文选》教案及讲稿
朱惠华
商务英语文选
教案及讲稿
朱惠华 外国语学院
《商务英语文选》教案及讲稿
朱惠华
《商务英语文选》课程
教学大纲
课程基本信息
课程名称：商务英语文选
课程性质：英语专业必修课 学分课时：4学分，72课时 主讲教师：朱惠华
所属院系：外国语学院英语二系
联系电话：*** 邮件地址：julia7610@126.com
教学对象
徐州师范大学外国语学院商贸英语专业三年级学生。按照我国高等学校基础阶段英语教学大纲的要求在英语知识和能力方面得到了强化和提高，基本上完成了基础阶段的英语学习，应认知单词约5000--6000个并能正确运用其中的3000个左右，同时应已学完或正在学习与本课程教学内容密切相关的经贸商务专业基础课程，如宏微观经济学、政治经济学、国际贸易理论、对外贸易实务等。教学任务和目的《商务英语文选》课程的教学任务和目的是：在学生现有的英语语言技能和相关经贸理论与实务知识的基础上，通过大量阅读，使他们掌握西方商务报刊文章的内容特点和语言特色，在阅读实践中培养并提高他们理解和研究国际经贸商务信息的能力，同时扩大和深化其语言和专业知识，增强语言运用能力和交流能力，并锻炼其逻辑思维能力。教学原则
通过教学加强学生思想教育。按照我国的教育方针，商贸英语专业的教育目标应该是培养有文化有社会主义觉悟的对外经贸跨学科人才。《商务英语文选》课程也要在传授文化知识的同时进行思想教育。在教学当中要通过文章内容的分析，说明对外经贸事业随着我国加入世贸组织而面对新的挑战和机遇，说明加入国际经济大循环对推进改革开放、全面实现小康的重要性，揭示国际经贸的高度复杂性和竞争的日益激化，使学生对国际商务工作的性质有较深刻的认识，并加强学生对当前学习以及对未来工作的责任感。正确处理语言知识和语言能 外国语学院
《商务英语文选》教案及讲稿
朱惠华
力的关系掌握语言知识和发展语言能力是互相促进、相辅相成，缺一不可。与此同时应当明确：商务英语专业所培养的对象将来绝大部分要从事涉外商务工作。因此，进行教学在充分注意传授语言知识的同时，要着重培养和提高学生的运用语言的能力。
为此，在教学中要认真贯彻“启发式”的教学原则，诱导学生大量反复地运用已有的语言知识去理解、分析、研究所学内容，逐步形成解决实际问题的能力。资料的查询也是学习中必不可缺的一个部分，在教学中要使学生掌握并熟练运用资料查询的方法、途径。例如词义可以查阅字典，背景知识可以通过互联网搜索。互联网的普及，给资料的查询带来了极大方便。另一方面，信息量的爆炸性增长，也给信息的处理和筛选增加的大量的工作。所以，能否迅速查阅到所需信息，在今后工作中也起到至关重要的作用，英语信息查询也是学生通过本课 程培养提高的一种重要技能。
正确处理有关外贸知识介绍和语言教学的关系
《商务英语文选》课程是一门专业英语课，脱离了特定的专业内容就无所谓专业英语。所以，专业英语的教学必然要和有关专业内容的介绍结合进行，才可说明英语在这一专业领域内是如何传递信息的。本课程通过根据所教授语言内容的需要，恰如其分地介绍经贸知识和其它有关专业内容以配合、促进语言教学，同时也起到帮助学生巩固和丰富有关专业知识的作用。灵活选用教学法
教学要求
下面所列的为该课程的教学重点与要求：
1）掌握西方商务报刊英语文章的常用词汇、常用句型、风格和修辞手法；
2）了解西方商务报刊文章的主要文体，如新闻报道、形势综述、分析评论、市场调研、年度报告等；
3）准确理解这类文章中经常出现的国际经贸商务概念和理论；
4）熟练阅读、正确理解并逐渐学会欣赏商务报刊文章的语言和文字魅力，具备初步的独立分析能力；
5）通过有效的阅读训练，学会解读商务英语报刊文章的段落大意和中心思想；在正确理解的基础上，撰写文章概要和与文章主题相关的小论文等；
6）进行商务报刊文章的段落翻译（英译中），要求译文符合原义，行文顺畅；同时，进行一些中英句子翻译，主要目的是让学生学会商务报刊文章中最常用的表达方法的实际运用。外国语学院
《商务英语文选》教案及讲稿
朱惠华
上面所提的常用词汇、常用句型、文章基文体及其他相关的要求都以对外经贸大学王关富教授主编的《商务英语阅读》（2002年8月高等教育出版社出版）教材为依据。学期成绩构成《商务英语文选》课程的学期成绩由三部分组成：平时占20%、期中考查占10%、期末考试占70%。
平时成绩包括本课程的各种作业（口笔头）和学生课堂表现；期末考试的要求：平行班级在期末都要求举行统一命题的闭卷测试，并进行统一流水阅卷。课程教材
选用对外经贸大学王关富教授主编的《商务英语阅读》（2002年8月高等教育出版社出版，“十五”国家级规划教材）。本教材是由资深教授率领对经贸英语进行了多年深入研究并同时具有常年一线教学经验的教师团队精心编撰而成。所选文章既有集中体现国际经贸商务中最具普遍意义的内容，又有涉及当代国际经贸主要领域的专题文章，并且配备了大量具有针对性的练习，有助于帮助实现本课程的教学目标。
鉴于商务报刊英语是英语语言中发展甚为活跃的部分，教学必须动态跟进。因此，本课程根据国际经贸形势的发展，结合教学重点补充选用最新的报刊时文，以反映当今世界经贸商务领域的最新动态，为教学提供最鲜活的专业知识和英语语言素材。教学内容与安排
本课程每课需要6课时，有些准备工作和活动要求学生在课前或课下进行，以适当压缩 课堂课时、提高课堂教学效率。外国语学院
《商务英语文选》教案及讲稿
朱惠华
Chapter 1 The Long March Ｉ．教学目的通过本课程的学习使学生了解中国企业和产品正在经历的国际化进程，从只是为外国跨国公司加工产品的“Made in China”到逐渐开始在国际市场上拥有自己的产品品牌，中国企业和品牌已开始在国际市场上崛起，但在真正成功之前还需要进行一次“万里长征”，还面临各种挑战与困难。作者撰文此文的目的是要提醒西方读者：注意中国企业的国际市场战略动态，如何借中国企业希图打入海外市场之力，更为轻松地进入中国市场。在语言文字方面，学生应当仔细阅读本文，熟悉掌握商务英语的特点，包括相关的商务词汇和用语，增强用准确流利的语言表达商务专业内容的能力。II．教学计划
本课计划使用6课时完成：约1课时作课文背景知识介绍，进行与课文主题相关的问题讨论；使用4个课时进行课文的串讲，注意力放在课文的重点和难点上，确保学生对文章内容的准确理解；本课练习与课堂讨论需要1课时。III．教学方法
课堂讲解与课堂练习相结合。课堂讲解以教师口授为主；课堂练习以巩固知识和训练技能为目标。讲解时突出重点词、句，着重解释难句难段。课堂练习要充分调动学生的积极性，其形式和内容服从教学目的。练习的主要形式是： Paraphrasing Summarizing Translation Questions and answers Discuion IV.教学要求
学完本课文后，学生应：
掌握课文中的重要商务词汇和术语； 能正确分析并理解课文中的长句和难句；
在正确理解的基础上能将相关句子和段落译成规范的汉语； 外国语学院
《商务英语文选》教案及讲稿
朱惠华
能比较流畅地表述课文中所学的商务知识和内容。V.背景知识
1．China’s economic development in 2003 The year of 2003 was important yet unusual for China in its development,in which China achieved a great deal in the reform and opening up drives.China overcame all the difficulties caused by the outbreak of SARS epidemic and other severe natural disasters, and maintained a high economic growth of 9.1 per cent averaged for the year.GNP readings in that year rose over USD 1,400 billion, ranking the 6th of the world’s largest economies, and its per capita GDP was past the milestone of USD 1,000.The national financial institutes registered a remarkable growth.Export and import increased substantially with a combined total of more than USD 850 billion, up by 37.1%over the same period of the previous year.And the same figure eased China into the 4th largest trader in the world, with a growth of 34.6 per cent in export and 39.9 per cent in import.China’s import from the rest of the Asian region increased by 42.2 per cent, including Japan(38.7%), India(51.0%), South Korea(87%)and the ASEAN countries and regions(51.7%), respectively.China is now a main trade partner with other Asian countries and regions.An accumulated total of USD 53.5 billion in foreign direct investment was channeled for actual use in the year of 2003.By the end of that same year the outstanding balance of foreign exchange reserves stood at USD 403.3 billion and Renminbi remained stable.These achievements point to the all-time high in the national strength and capability.2.课文的相关资料
本文发表在香港出版的《远东经济评论》（Far East Economic Review）上，是封面文章，亦即重头文章。
标题是the Long March，作者在此借红军的长征来比喻中国企业和产品国际化的过程，属于修辞上的“典故”用法。诚如媒体共识：中国企业要想在全球市场上参与竞争，“万里长征”尚在初级阶段，争取把“中国制造”的产品打造成全球性的知名品牌，还需要经历许多的竞争、挫折、甚至失败，到达目的地之前“还有很长的路要走”。
本文作者名叫Trish Saywell，成文之前他到广州和上海旅行采访，故在署名栏写着：Trish Saywell in Guangzhou and Shanghai，文章发表后不久调往新加坡任职。国际商务桥网站在其“论文与观点：[国际企业与管理]”栏目下发表了对外经济贸易大学王健教授“谈对中国企 外国语学院
《商务英语文选》教案及讲稿
朱惠华
业迎接全球化挑战的认识”一文，王健教授在接受《国际商报》世纪刊记者采访时，从其海外经历谈到了中国企业走向国际化的各种问题及解决方案。读者可以参看。《北京青年报》2003年06月19日发表了该报记者陈玉明采写的长篇报道，题目是“日本还是不是我们的老师”。文章中的一些观点很有见地，对于我们理解本文以及进一步关注同一议题，具有极大的参考价值。人所共知，“中国制造”的弱点或者说软肋在研发方面。“没有核心技术”，是对中国家电业的普遍责备。比如，代表未来大屏幕彩电发展方向的等离子电视，其关键部件——等离子显示屏的生产，全部掌握在6家日韩企业手中。至于中国的DVD企业被人家索取高额专利使用费的事，就不必再说了。但事实上，中国家电业比核心技术更缺乏的是竞争战略。或者我们换一个说法：中国家电业并非没有战略，问题是大家的“战略”是趋同的，企业缺乏自己独特的竞争战略。这种趋同的“战略”就是规模二字。上规模，一直是中国家电企业的主流竞争战略。这源于中国家电业是在短缺经济时代起步的，那时候，谁产得多，谁就卖得多，谁赚的钱也就多，用不着什么“战略”这套，使劲儿干就是了。但事物的发展都有个度。当产量的增长已经大于现实需求的时候，我们的企业却没有转过弯来，仍然惯性地把市场占有率作为经营目标，当了“大王”还想当“霸王”，期望以此把对手挤出行业。但由于体制的原因，中国的很多企业实际上是没有退路的。于是，大家越苦越斗，越斗越苦。国内22家家电类上市公司，1999年的净利润总额是35.6亿元，2000年还有10.4亿元，到2001年就是亏损28.4亿元了。这表明，中国家电业长期以来所依赖的简单复制式的规模化发展之路，作为一个行业，已经走到尽头了。日本式的“标准化大规模生产”将逐步为“个性化大规模定制”所取代。竞争战略趋同导致的另一个结果是产品的严重同质化。由于大家提供的是使用价值近乎相同的产品，消费者只好在价格上作出选择。消费者这种“不良”的消费取向，导致生产者的利润水平不断降低；利润的降低又导致企业失去了通过价值方面的努力改变这一状况的能力。这与日本企业的质量和成本的同时改善一样，都像是“既要马儿跑得好，又要马儿不吃草”，显然是一种难以持续的经营战略。3.China’s biggest brands by Forbes(10.20.03)
Many Chinese manufacturers have little choice but to go global.Fierce competition at home means future profits lie in selling branded goods in rich countries, just as Japanese and South Korean firms found.It will require a combination of attractive products, good service and first-rate technology.Top Chinese companies are now getting into the branding game.The following are China’s top 15 brands to watch: 外国语学院
《商务英语文选》教案及讲稿
朱惠华
1.Haier:Home appliances 2.CIMC(China International Marine Containers-Shenzhen):Freight containers 3.Tsingtao:Beer 4.Tong Ren Tang:Traditional medicines 5.Yanjing:Beer 6.Pearl River:Pianos 7.Legend/Lenovo:PCs 8.Ancai(Anyang,Henan):TV tubes 9.Shanghai Zhenhua:Container cranes and port machinery 10.Erdos:Cashmere 11.Wanxiang Qianchao(Hanzhou,Zhejiang):Automotive parts 12.NCPC(North China Pharmaceutical Group Corp.—Shijiazhuang,Hebei):Pharmaceuticals 13.FAW(First Automotive Works—Changchun,Jielin):cars 14.Broad(Beijing):Air-conditioning 15.COSCO(China Ocean Shipping--Beijing):Shipping 4.Grey China Grey China Advertising Ltd.,located in Beijing.It is a partner company of Grey Worldwide, a subsidiary of Grey Global Group.Grey Worldwide: Grey Worldwide, our global advertising agency, is one of the ten largest advertising agencies in the world, with offices in over 90 countries.It has one overriding focus: to produce truly great creative work, to produce work that soars, makes us proud and fosters the brand relationship with consumers—work that helps our clients prosper.Grey Worldwide provides highly creative services including brand ideas and strategies, brand planning, creative development and production.Our agency is organized into four geographical units: North America;Europe, Middle East & Africa(EMEA),Asia-Pacific and Latin America.In 2000, when Grey Global Group(formerly Grey Advertising)became a holding company of many partner companies, each focused in a different marketing communications busine discipline, we separated our largest busine—advertising—into a single new agency: Grey Worldwide.外国语学院
《商务英语文选》教案及讲稿
朱惠华
Worldwide Headquarters: 777 Third Avenue New York,NY 10017(212)546-2000 Ed Meyer,CEO Grey Global Group Grey Global Group: Grey Global Group has a celebrated history of excellence and innovation.Our succe story began more than 85 years ago…
In 1917, Grey was a one-man, one-room shop.The one man was Larry Valenstein, who borrowed $100 from his mother to start a direct mail company, which he called Grey Studios.By 1925, he had already hired an ambitious aistant named Arthur Fatt and had acquired enough consumer accounts to neceitate a name change to Grey Advertising.They had no money, no connections, no advanced education and no experience in the advertising busine.They trusted their native wit, intelligence and street-smart savvy to generate ideas that would build busine for their clients and, as a result, for them.Today, Grey has evolved from a one-client, one-room agency to an$12 billion communications powerhouse.Grey Global Group is the 7th largest communications company in the world, and each of its partner companies is focused on being best in cla in its particular specialty.The entrepreneurial spirit and vitality that defined Grey’s beginnings continues to characterize the steps we are taking to meet the demands of the new century.5.Kearney History Since 1926 we’ve been providing high-value management consulting services — that’s more than 75 years filled with significant growth and geographic expansion, and long-term relationships with major companies acro the globe.For our first 35 years, we stayed true to our Chicago roots until establishing an additional location in 1961.Three years later, we opened our first non-U.S.office in Düeldorf and went on to create a presence in other parts of Europe, North America, South America, Asia and Africa.In 1995, we joined forces with EDS, a leader in global technology services.Today we are an independent subsidiary consisting of 4000 employees based in more than 60 cities and 35 countries.外国语学院
《商务英语文选》教案及讲稿
朱惠华
From our consulting roots in operations and the manufacturing industry, we have expanded our service offerings to meet the needs of a changing busine world, technological environment and global marketplace.With over three-quarters of a century of experience, a solid ever-growing base of intellectual capital and many meaningful busine relationships behind us, we’re looking forward to an even bigger future.Overview Who are we? We are one of the largest high value management consulting firms in the world.We have a broad range of capabilities and expertise in all major industries and we offer a full spectrum of services, including strategy and organization,operations,busine technology solutions,enterprise services transformation and executive search.What do we do? Our firm focuses on CEO-level concerns—traditional iues such as leadership, globalization, enterprise transformation and product strategy, especially focusing on the challenges of a difficult economy.Only A.T.Kearney combines high value management consulting, expanded capabilities and proven solutions that deliver tangible results.What is out miion? Our miion describes the value we intend to deliver to our clients, now and into the future.We are dedicated to achieving profound, tangible results for our clients as a management consulting firm.What do we promise? We deliver tangible results.Our clients receive a high return on their consulting investment.We bring new intellectual content and solutions that work.Our officers are actively involved in every engagement.A.T.Kearney is known for its ability to provide practical, concrete recommendations and support clients right through implementation.We do this in an environment that encourages “working partnership.” General information Staff 4000 employees worldwide, approximately two-thirds are consultants;our people have broad industry experience and come from leading busine schools.We staff client teams with the best 外国语学院
《商务英语文选》教案及讲稿
朱惠华
people throughout the A.T.Kearney world Industry specialties Aerospace & defense Automotive Communications & media Consumer industries & retail Financial institutions Government High tech & electronics Pharmaceuticals/health care Proce industries Transportation & travel Utilities Service practices Strategy consulting Busine Technology Operations consulting Enterprise Services Transformation Client satisfaction From surveys conducted in the first half of 2004,96.9%said they would use A.T.Kearney in the future.Over 98%rated our consultants as good to excellent.Heritage Founded in 1926;delivering meaningful results to clients for more than 75 years Parent company A.T.Kearney is an independent subsidiary of global services leader EDS.EDS EDS provides a broad portfolio of busine and technology solutions to help its clients worldwide improve their busine performance.EDS' core portfolio comprises information-technology applications and busine proce services, as well as information-technology transformation services.EDS'A.T.Kearney subsidiary is one of the world's leading high-value management 外国语学院
《商务英语文选》教案及讲稿
朱惠华
consultancies.We support the world's leading companies and governments in 60 countries.Employees: more than 120,000 2003 revenues: more than$20 billion Ranked 87th on the Fortune 500 VI.课文讲解
1．which is image-driven(p.1)image指品牌形象，driven“受„„驱使”，image-driven,adj.,形象驱动的；化妆品等产品受品牌
形象的影响很大。全句是讲，消费者在购买化妆品这类产品时，很大程度上看重品牌的知名度。
2．joint venture(p.2)venture一词的含义是：a busine enterprise involving some risk in expectation of gain,即“追求利润但有某些风险的企业”，因此joint venture在此是指“合资企业”。3.distribution channels(p.2)distribution channel是指the set of firms and individuals that take title, or aist in transferring title, to the particular product or service as it moves from the producer to the consumer（在产品和服务从生产商向消费者转移的过程中取得这些产品或服务的所有权或者帮助转移所有权的企业和个人）。实际上它指的就是我们平常所说的middlemen（中间商），主要包括批发商(wholesaler)和零售商(retailer)。4.premium brands(p.2)这里指的是products regarded as superior in quality and sold at a higher price，高档品牌的商品。5.status-conscious domestic consumers(p.2)对社会地位十分敏感的国内消费者，也就是，为了满足虚荣心、显示自己的社会地位或表明自己属于社会上层而不惜大把花钱买高价商品或进口商品的人。6．Meidi(p.2)广东美的电器公司，在澳大利亚、加拿大、欧洲、中国香港、南美，和美国等地设立了办事处现已将其英语名称改为Midea。7.white goods(p.3)白色家电，如冰箱，洗衣机，微波炉，消毒碗柜等。另还有灰色家电（gray goods）的说法，外国语学院
《商务英语文选》教案及讲稿
朱惠华
主要指录像机（VCR），影碟机（VCD），摄像机（VC）等。8.ABN Amro Securities(p.4)荷兰银行所属证券部 9.Unilever(p.4)英荷联合利华跨国公司，是世界上第二大消费者用品公司。联合利华现在中国有11个合资企业, 1个控股公司（holding company），2个全资公司（fully owned company）。公司主要经营下列4种
产品：食品、洗涤剂用品、个人护肤品和专用化学品。在中国比较著名的品牌产品有：旁氏（Ponds）, 凡士林（Vaseline），珍珠膏（Pears），美加净（Maxam），洁诺（Signal）等洗发、护肢、口腔护理等用品。10.Laocai(p.5)
老蔡酱油，中国台湾品牌，现已被联合利华公司收购。11.Coty(p.5)美国科蒂化妆品公司
12.…believes the brand----overhauled, repackaged and resold at a premium----can give Tsingta a run for its money in overseas markets(p.5)句子中的三个过去分词overhauled, repackaged and resold at a premium，实际起到一种条件从句的作用(if„„)。另外，give Tsingtao a run for的意思是“与„进行激烈的竞争/争夺”。整句话可以译为：„相信，假如对该品牌进行改造、重新包装后再加价销售，那么它就可以跟青岛啤酒在海外市场上拼一拼了。13.Yue-Sai Kan Cosmetics(p.5)靳羽西化妆品公司 外国语学院
《商务英语文选》教案及讲稿
朱惠华
Chapter 2 The New Economy I．教学目的什么叫新经济？是否有新经济？这是一个从来就没有定论的问题，世界经济界的学者们分成两派，各自都拿出了许多实证、理由来论证自己的观点，并试图说服对方。通过本文的学习，使学生了解支持派和反对派的观点和论说，并从历史的角度帮助学生体会对经济规模和管理的发展趋势。本文涉及到许多经贸商务知识，如：供应链、库存周转率、规模经济、产业调整等，学生应掌握这些重要的概念。但最重要的目的是通过本课文的学习增强学生对上述内容的英语表达能力。II．教学计划
拟使用六课时完成本课内容。一课时介绍背景知识及相关的课堂交流，三个半课时用于课文讲解及难点、重点讨论，最后一个半课时就与课文相关的问题（如：不同历史阶段技术革新对经济和管理带来的影响等）展开讨论。III．教学方法：
以学生为中心，通过师生互动、各抒己见的方式理解和认识课文中涉及到的问题（包括知识点和语言方面的问题）。IV．背景知识
1．Definitions to New Economy The term “new economy” has been bandied in the 1990s by journalists, academics, and policy makers in such vague and diverse contexts that the term itself has become synonymous with anything and everything from greater yields on Kansas wheat farms, to better inventory control at Midwest auto parts factories, to billion-dollar IPOs for Silicon Valley dot-com companies.The argument over the existence and definition of the new economy started with the emergence of this term.Advocates and skeptics never come to terms with one another, though the balance now tips in favor of skeptics with the economic pendulum swings from boom to receion.1)Definition One The new economy has been a subject of discuions since the mid 90's among the economists all over the world and especially in the United States.This concept can be described shortly as 'the effects of the new technologies on the current economy'.Those technologies are also named as 外国语学院
《商务英语文选》教案及讲稿
朱惠华
“The Information Technologies” and include the hardware, the software, the telecommunication systems and Internet technologies.First of all, those technologies had an effect on the increase of the productivity of firms.As a result, the firms can now produce more efficiently by using le labor force than before.That micro-economic effect has had a deep macro-economic effect on longer term and has been seen as means of a growth on the GPD in several countries.Another profit of the new technologies is the economic growth gathered by new investments.New employments of the growing information technologies companies in other words companies like IBM, Microsoft, HP, AOL, Yahoo or Nokia have huge impacts on creation of new investments, new job opportunities through the high rates of profit they are making.2)Definition Two There are many versions and interpretations regarding this concept.Nonethele, the fundamental idea about “new economy” is that it is digital, namely information aumes various forms reduced to bits stored in computers;its knowledge, ideas about goods and how to produce them.Moreover, within the twenty years there have been significant changes in the economy that have been powered by many industries that impact the New Economy, that consist of semiconductors, computers, software, the Internet, telecommunications and biotechnology.In a nut shell, New Economy not only consists of these industries but it is about communication with the computer, the “soft” intangible things such as intelligence funds, information, networks, and primarily modes of communicating.“The New Economy” is often used when describing high-technology businees or stocks.Sometimes news commentators will separate the stock market into “Old Economy” and “New Economy” stocks rather than NYSE and NASDAQ stock markets.However, The New Economy is more than the latest 'catch-phrase' and involves much more than high-technology companies.Evolving initially from a view of productivity, it is thought that high-technology will directly improve productivity.However, part of this increase will come from new ways of doing busine as well as productivity increases that come directly from technology improvements in manufacturing and service busine sectors.Productivity is simply a byproduct of the demand for technology.Another aspect of the New Economy is the global economy.The Internet has recently stolen the limelight in the area of global trade.International trade has been improving since the 1960's and it would continue to improve without the Internet.But the 外国语学院
《商务英语文选》教案及讲稿
朱惠华
Internet provides a new avenue for businees to deliver their products.I think theories of huge retail sales coming of age with the Internet are exaggerated, at least in the near-term.But busine-to-busine transactions could improve dramatically in the coming years.One area I'm referring to might be suppliers to manufacturers.A large manufacturer could reduce costs by allowing their parts distributors to fill orders to customers and eliminate inventories of repair or spare parts by utilizing their web-site.This allows a great deal of flexibility in the manufacturing proce.Other poibilities could include foreign companies bidding for sub-aembly contracts with U.S.manufacturers.The poibilities are only limited to the imagination, but the result would be reductions of average and variable costs.In this sense, all companies can be New Economy companies.The separation of “Old Economy” and “New Economy” companies should be eliminated in the area of technology.Their separation should be restated that there are companies who haven't changed and those who have.Overall, I believe The New Economy is a new and more profitable method of performing busine in the future and not unlike the changes that occurred in the past when ma-production became the generator of the changes.It will not only change the way busine is performed but will impact governments as well.The Internet provides a vehicle for all governments to be more efficient in planning, informing, as well as interact with their constituents.Past vehicles for doing busine that helped transformed this country were canals, roads, and railroads.The future may include “digital bytes” as the latest infrastructure that helps transform the world economy into a new “Industrial Revolution.” But this is different, and not aociated with ma-production capabilities.It isn't just an information revolution either.Maybe it would be more appropriate to call it “The Telecommunications Revolution.” The New Economy is a summation of economic benefits from several sources such as worker skills, entrepreneurial skills, productivity, global trade, economies of scale, capital investment, technology, communication, information, the Internet and most important, effective demand.But most important is its demand-orientation and evolutionary nature.And it is important that we understand its nature.It is dynamic and not static as described by most traditional economics textbooks.3)Definition Three When we talk about the new economy, we're talking about a world in which people work with their brains instead of their hands.A world in which communications technology creates global 外国语学院
《商务英语文选》教案及讲稿
朱惠华
competition-not just for running shoes and laptop computers, but also for bank loans and other services that can't be packed into a crate and shipped.A world in which innovation is more important than ma production.A world in which investment buys new concepts or the means to create them, rather than new machines.A world in which rapid change is a constant.A world at least as different from what came before it as the industrial age was from its agricultural predeceor.A world so different its emergence can only be described as a revolution.Free markets are central to it.But simply to say that the new economy is about the unprecedented power of global markets to innovate, to create new wealth, and to distribute it more fairly is to mi the most interesting part of the story.Markets themselves are changing profoundly.Working with information is very different from working with the steel and gla from which our grandparents built their wealth.Information is easier to produce and harder to control than stuff you can drop on your foot.For a start, computers can copy it and ship it anywhere, almost instantly and almost for free.Production and distribution, the basis of industrial power, can increasingly be taken for granted.Innovation and marketing are all.So an information economy is more open-it doesn't take a production line to compete, just a good idea.But it's also more competitive.Information is easy not just to duplicate, but to replicate.Succeful firms have to keep innovating to keep ahead of copycats nipping at their heels.The average size of companies shrinks.New products and knockoffs alike emerge in months rather than years, and market power is increasingly based on making sense of an overabundance of ideas rather than rationing scarce material goods.Each added connection to a network's pool of knowledge multiplies the value of the whole-one reason for Microsoft's astonishing growth.The result: new rules of competition, new sorts of organization, new challenges for management.Some zealots talk about a New Economy, capital N, capital E, all too easily caricatured as “there won't be inflation anymore, because of technological change.”Alas, as Stanford economist Paul Romer has reminded us, “If a majority of the Fed's board of governors decided to have 20 percent inflation, they could have it in a year, poibly in months.”Then there's the idea that receions are things of the past.This comes up at the end of every expansion.What's true is that the shift to an information economy is redefining how we need to think about both good times and bad.We don't know how to measure this new economy, because the productivity of a decision-maker is harder to grasp than the productivity of someone bolting 外国语学院
《商务英语文选》教案及讲稿
朱惠华
together cars.We don't know how to manage its companies, because decision-makers can't be told what to do.We don't know how to compete in it, because information seeps so easily that supermarkets now offer banking services and Amazon.com has infiltrated its virtual bookshelves into Web sites the world over.We don't know how to oversee it, or whether it ultimately needs oversight at all.2.Arguments about the New Economy 1)PAUL DAVID, Economics Profeor at Stanford University and Senior Fellow at the Stanford Institute for Economic Policy Research.We have to look to the developments of digital information technologies and their diffusion through the economy for the likely sources of sustained trend growth in[total factor productivity]at the pace that has been achieved recently.Certainly any further acceleration in TFP growth will have to come from that direction.This is not a discouraging view, because in the immediate future there are several promising trajectories that should be noted as holding still largely untapped potentials for productivity growth.One of these trajectories is the much-discued expansion of interorganizational computing via the Internet.Recent estimates indicate that in many branches of economic activity,10 percent to 15 percent cost savings in procurement activities will be available through the diffusion of busine-to-busine e-commerce;still higher percentage costs savings in procurement and related interfirm transactions are estimated not only for manufacturing, but also for service activities such as freight transport and media and advertising.A second cost-saving path is likely to emerge with the development and increasingly widespread diffusion of new, specialized, robust and comparatively inexpensive “information appliances” that have wirele communication capabilities permitting them to function as components of larger, flexible systems supporting related production tasks.The diffusion of teleworking is a third trajectory that has major potential for savings in infrastructure capital, as well as through the reduction of the costs of measures required to abate pollution and environmental degradation in congested urban areas.I am convinced that those economists who doubt that there will be significant long-term productivity payoffs from the information revolution will be proved wrong.But those payoffs will not come freely;they will entail much learning and costly organizational changes.Nor will they happen overnight-even if a domestic macroeconomic environment conducive to long-term 外国语学院
《商务英语文选》教案及讲稿
朱惠华
investment continues to be maintained and we are lucky enough to escape real and financial shocks in the international economy of the serious kind that could be triggered by the current threats to peace in the Middle East.2)ROBERT SCHILLER, Economics Profeor at Yale University, author of Irrational Exuberance, a new book on the stock market bubble
Every decade had its innovations.Now it is the Internet.If we didn't have the Internet we might instead expect below-average economic progre in the future.As far as I can tell, the new economy is busine as usual.But the stock market doesn't know that.The Internet has made a huge impreion just as the invention of the railroad did in the 19th century, when people stood at the station and saw the powerful trains rumbling in.The impreion helped create a big 19th century boom in rail stock.In the'20s you probably got your first radio, telephone, your first car and your first electric refrigerator, and that created quite a sense of how amazing technology was.We saw another spectacular stock-market boom.Fast-forward to the 1990s.The Internet is a wonderful innovation but the public...got overexcited about it.The Internet can retard profitability.There's lots of duplication of investment because everyone is competing.And there's a tendency for the public to blur productivity and profit.Both words start with the letters “pro,” and apparently it is easy for people to think they are the same thing.Historically they are not.You can have nice productivity growth but falling profits.With higher productivity, workers will be paid more, and that will eat into company profits.We don't know if productivity gains will mean higher company profits.3)JOSEPH STIGLITZ, Economics Profeor at Stanford University, former Chief Economist, World Bank The increases in productivity in the United States over the last few years are real.And there is every reason to believe that the Internet and computers have played an important role.The Internet is not only an effective way for people to communicate, but it has also made people think about the way busine is conducted.That proce of rethinking how busine is conducted itself has a productivity-enhancing effect.Some people argue that it is nothing more than the normal proce of investment.That we have invested a lot and this is the fruit of the investment, that it is not true increases in productivity or increases in so-called total factor productivity.But in some ways that debate is irrelevant.The 外国语学院
《商务英语文选》教案及讲稿
朱惠华
investment has been made in part because of the high returns these technologies produced.If you didn't have the new innovations it would not have been attractive to make the investments.The old laws of economics are still true, but some of the characteristics of new technology are really different from industrial technology.You are going from investing in machines to investing in ideas.Those are very different types of investments.4)ROBERT SOLOW, retired Economics Profeor at the Maachusetts Institute of Technology, Nobel Laureate in Economics Like everyone else I know, I could not understand how the market could put such a big value on companies with no profits and no realistic expectations of profits.The unflattering way to describe the new economy is it's just hype.A more flattering way to put it is there is confusion between an event that is striking in that it affects the way you live and its actual economic importance.Having color TV, instead of black and white, affects everyone's life, but you would not look at the U.S.economy between the'60s and the'80s and say the changes in the economy during that time were dominated by people having a color TV.There has been tremendous productivity growth in the computer industry.You see spectacular reduction in price.That represents cost reduction and productivity increases, but it's not clear that this improvement has spread to sectors using computers.Some 80 percent of IT hardware is sold to the service sector, but it's not showing major increases in productivity.It could be we don't measure productivity in service industries correctly, but I doubt this is the whole story.If you watch the GDP and capital investment rather than the stock markets, it is hard to see any spectacular response you would ascribe to the new economy.For any busine that makes an investment in information technology, there is a second-best investment it could have made.What you can impute to the new technology-based economy is only the difference in the returns on those two investments: If you would have gotten 8 percent on an old-economy investment and you get 10 percent on a new-economy investment, the difference is 2 percent.5)HAL VARIAN, Dean of the School of Information Management at the University of California at Berkeley From 1904 to 1908,240 companies entered the automotive busine, the Internet of that time.In 1910 the industry went through a consolidation, and many companies went out of busine or were absorbed into other firms.As the industry matured, those 240 companies had to be winnowed 外国语学院
《商务英语文选》教案及讲稿
朱惠华
down to a dozen or so.Initially Ford priced his product low-just like Amazon selling books at a 40 percent discount.This built the market.But in the 1920s General Motors pioneered yearly model changes, and “style” became the buzzword of the time.Every Ford was black just as, up until recently, every computer was beige.GM changed the rules;Ford had to compete or disappear.The same thing is happening with computers.No one cares which beige computer you have, but which cool “information appliance” you have.At the retail level, the computer busine is becoming a fashion industry.We still have a busine cycle.We will still have receions and booms.I don't think depreions are likely, but there will always be periods of consolidation like we are seeing now.We won't see people lining Route 101 with signs saying “will design Web pages for food.” Every time a dot-com goes under, its employees will be hired by Cisco, IBM, HP, Sun...or by Ford or GM for that matter.V．课文注释
1.Leave sth.for dead :desert sth.in the belief that it is dead or hopele（p.26）For example: “Some of us new soldiers were sent in trucks to the jungle.There we were beaten;all were left for dead,” he said.“ When I gained consciousne, somehow I managed to escape to an uncle's house.” Mr Sonu Bhalla said the condition of his mother suggested that she had been attacked with rods and sharp-edged weapons before being strangulated.The robbers had left her for dead, but she survived.2.price-earning multiple(p.26)价格-收益比例，行话“市盈率”，等于股票市场价格÷每股税后收益。它表示市场对该股票最近期报告收益所愿支付的倍数；即按当前收益率该股票从利润偿清的年数。市盈率高，说明人们对这个股票的将来看好，期望值高。
price-earnings ratio(P/E ratio, earnings multiple, market multiple, multiple, P/E ratio)A common stock analysis statistic in which the current price of a stock is divided by the current(or sometimes the projected)earnings per share of the iuing firm.As a rule, a relatively high price-earnings ratio is an indication that investors believe the firm's earnings are likely to grow.Price-earnings ratios vary significantly among companies, among industries, and over time.One of the important influences on this ratio is long-term interest rates.In general, relatively high rates 外国语学院
《商务英语文选》教案及讲稿
朱惠华
result in low price-earnings ratios;low interest rates result in high price-earnings ratios.3.ionosphere(p.26)电离层。大气层分为对流层、平流层（同温层）、电离层等。电离层高度大约在100公里以上，用来比喻高。
注意：英语语言中的比喻修辞手段，其客体经常经常采用高科技的发展的前沿领域。例如汉语中比拟高的成语，有气冲霄汉，高入云霄，九重天等等，往往是传统的，科技中出现的新词汇引用不多。英语比喻“高”的，除了本文中的ionosphere外，《商务英语阅读》中还有stratospheric stock prices(Chapter 13,p.279)4.Treasury bills(p.27)财政短期证券。一个国家为了稳定本国经济或某种特殊需要筹集资金，所发行的一种债券，期限一般在一年左右，因为这种证券风险小，容易推销，通常指英国或美国政府所发行的短期票据。类似于我国内的“国债”，但国债虽有长期和短期之分，名称却都是一样的。英美的国债有三类：Treasury bond(T bond),Treasury note(T note)and Treasury bill(T bill).Treasury bond: A bond iued by the U.S.Government.These are considered safe investments because they are backed by taxing authority of the U.S.government.The interest on Treasury bonds is not subject to state income tax.T-bonds have maturity's greater than 10 years, while notes and bills have lower maturity's.Treasury note: The only difference between a Treasury note and a Treasury bond is that a Treasury note is iued for a shorter time(e.g., two to five years).Treasury bill: This is held for a shorter time(e.g., three, six, or nine months to two years)than either a Treasury bond or a Treasury note.Interest on T-bills are paid at the time the bill matures, and the bills are priced accordingly.5.a new complement of companies(p.28)complement n.something that fills up, completes, or makes perfect;the quantity or number required to make a thing complete推动美国经济高速发展的，不是一个企业，也不是一项高科技，而是很多企业和高科技互相配合、协作。这些企业称之为a complement of companies.6.Froth:Notice the difference between bubble and froth(p.28)作者不同意有泡沫，只承认有微沫。外国语学院
《商务英语文选》教案及讲稿
朱惠华
7.critical ma(p.29)临界点in nuclear physics, the minimum amount of a given fiile material neceary to achieve a self-sustaining fiion chain reaction under stated conditions.Its size depends on several factors, including the kind of fiile material used, its concentration and purity, and the composition and geometry of the surrounding reaction system.1)The smallest ma of a fiionable material that will sustain a nuclear chain reaction at a constant level.2)An amount or level needed for a specific result or new action to occur: “The sudden national uproar over drugs and drug abuse has reached politically critical ma in Washington”(Tom Morganthau).核燃料达到临界质量，就能维持核连锁反应，连续不断地释放出能源来；原子弹要达到一定的体积后才会爆炸。这儿用来比喻高科技投资积累达到一定数量，就能自我维持持续性增长，甚至会出现爆炸性增长。8.Capital deepening(p.29)资本深化c.f.capital widening资本广化
Increasing the quantity of capital without altering the proportions of the other factors of production.This will occur where the capital stock and employment are both increasing.Where the capital stock is increased and the numbers employed remain constant or fall then production has become more capital-intensive and capital deepening has occurred.9.Build it and they will come(p.29)This is an allusion.The quotation comes from an American film Field of Dreams（幻想成真），a fairy tale celebration of the love of baseball, adapted by screenwriter/director Phil Alden Robinson from W.P.Kinsella's novel Shoele Joe.Standing in the middle of a cornfield, Iowa farmer Ray Kinsella repeatedly hears a voice-the words of discredited “Shoele” Joe Jackson, a member of the infamous 1919 Chicago Black Sox baseball team that threw the World Series: Build it, and they will come.So he turns one of his cornfields into a baseball diamond.Of course, everyone thinks he's crazy, but in time “Shoele” Joe Jackson and other ghostly outcasts, who had previously languished in a sort of baseball purgatory, show up to play the game they still love.Soon men from all over the country join them at this baseball shrine, some just to play with the greats, others to mend the 外国语学院
《商务英语文选》教案及讲稿
朱惠华
broken relationships they had with their fathers--But all are trying to get back in touch with simpler times through the purity of America's grandest game.电影《梦幻成真》在商业上取得极大成功，片头字幕“Build it,and they will come”也广泛流传。作者引用这句话，显然是想说明，以IT为基础的新经济，必须先投资建设，然后会发展起来，就像电影《梦幻成真》中的棒球场，只有先建设起来，大牌球星才会来打球,球迷才会追踪而至，才会取得商业上的成功。10.3rd industrial revolution(p.29)第三次工业革命，即信息革命。
The First Industrial Revolution.In the late 18thcentury,the Industrial Revolution started in Britain but soon extended to continental Europe and America.The Second Industrial Revolution.Despite considerable overlapping with the “old, ”there is mounting evidence for a “new” Industrial Revolution in the late 19th and 20th centuries.In terms of basic materials, modern industry has begun to exploit many natural and synthetic resources not hitherto utilized: lighter metals, new alloys, and synthetic products such as plastics, as well as new energy sources.Combined with these are developments in machines, tools, and computers that have given rise to the automatic factory.Although some segments of industry were almost completely mechanized in the early to mid-19th century, automatic operation, as distinct from the aembly line, first achieved major significance in the second half of the 20th century.Ownership of the means of production also underwent changes.The oligarchical ownership of the means of production that characterized the Industrial Revolution in the early to mid-19th century gave way to a wider distribution of ownership through purchase of common stocks by individuals and by institutions such as insurance companies.In the 20th century, many countries of Europesocialized basic sectors of their economies.There was also a change in political theories:instead of the laiez-faire ideas that dominated the economic and social thought of the claical Industrial Revolution, governments generally moved into the social and economic realm to meet the needs of their more complex industrial societies.外国语学院
《商务英语文选》教案及讲稿
朱惠华
11.sonic boom(p.29)音爆
a sound resembling an explosion produced when a shock wave formed at the nose of an aircraft traveling at supersonic speed reaches the ground--called also sonic bang 飞机在超音速低空飞行时，地面能听到类似爆炸一样的声音：音爆。此地用来比喻速度快，超音速。
C.f.ionosphere词条的解释
12.A temporary exce of cheap and excellent technology is not the worst kind of problem a society could have.(p.29)not worst=the best物廉价美的技术暂时供大于求，这可是一个社会求之不得的好事。这儿用的是修辞格LITOTES（曲言法、间接表达法、反语法，以反面的否定代替肯定的词格，也称作understatement）。Typically litotes makes a positive statement indirectly by stating a contradictory proposition.Examples: It was no minor matter,=It was a major matter.She’s not unlike her mother.=She is like her mother very much.no easy=very difficult not bad=very good a citizen of no mean city=a citizen of a famous city She's not the friendliest person I know.=she's an unfriendly person She was not a little upset=She was extremely upset.'' “The English poet Thomas Gray showed no inconsiderable powers as a prose writer,” meaning that Gray was in fact a very good prose writer.He was not unfamiliar with the works of Dickens.“She was not disappointed by the news”=“She was thrilled by the news.” You say, “I have not a few regrets.” You mean, “I have many regrets.” You say, “That's not bad.” You mean, “That's good!” You say, “He's no dummy.” You mean, “He's intelligent.” 外国语学院
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13.Tech outfits(p.30)科技设备；科技装备，注意作者用词经常发生变化，前面分别用了equipment和gear。14.sit on start-ups boards(p.30)成为新兴企业董事会成员。start-up company: a new busine.15.break ground（p.30）
原创性的，意为break new ground: to make or show discoveries: pioneer 16.seed money(p.30)等于“seed capital”原始资本, the initial equity capital used to start a new venture or busine.This initial amount is usually quite small because the venture is still in the idea or conceptual stage.17．People took such a beating.You’ve got to wipe out those memory banks.(p.31)人们遭了那么大的罪，必须先忘掉那些痛苦的记忆才行。外国语学院
《商务英语文选》教案及讲稿
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Chapter 3 Borders and Barriers I.教学目的：
欧元的诞生与流通对于欧洲单一市场的建立有何种影响？欧元给欧洲带来了什么样的直接影响？欧元的诞生是否意味着一切相关问题均已得到解决？欧洲的资本市场和债券市场随着欧元的到来其发展趋势如何？欧洲各国政府在实现欧洲单一市场的进程中还需要做哪些工作？通过本文的学习，应使学生对上述问题有个大致的了解。其次，学生也应对本文主题相关的背景知识、词汇、术语等有所掌握。II.教学计划：
本文拟用六课时完成，背景知识介绍、串讲课文以及就文中难点与学生进行讨论约占四课时，用一至两课时就课文内容展开讨论，并选做课文后的部分练习。III.教学方法：
采用启发式教学方法，在预定的各教学环节中，尽可能多地采用教师提问、学生回答并讨论的方式。鼓励学生提出问题，通过师生共同探讨达到掌握所学内容的目的，整个教学应是一个师生互动的过程。IV.背景知识： 1.The Euro On 1 January 2002, euro became a physical reality acro Europe when the new euro coins were introduced.However, the new currency has been years in the making.The Treaty of Rome(1957)declared a common European market as a European objective with the aim of increasing economic prosperity and contributing to “an ever closer union among the peoples of Europe”.The Single European Act(1986)and the Treaty on European Union(1992)have built on this, introducing Economic and Monetary Union(EMU)and laying the foundations for the single currency.The third stage of EMU began on 1 January 1999, when the exchange rates of the participating currencies were irrevocably set.Euro area Member States began implementing a common monetary policy, the euro was introduced as a legal currency and the 11 currencies of the participating Member States became subdivisions of the euro.Greece joined on 1 January 2001 and so 12 Member States introduced the new euro banknotes and coins.The 12 Member States are: Belgium, Germany, Greece, Spain, France, Ireland, Italy, Luxembourg, 外国语学院
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The Netherlands, Austria, Portugal and Finland.Denmark, Sweden and the United Kingdom are members of the European Union but are not currently participating in the single currency.Denmark is a member of the Exchange Rate Mechanism II(ERM II),which means that the Danish krone is linked to the euro, although the exchange rate is not fixed.The succeful development of the euro is central to the realization of a Europe in which people, services, capital and goods can move freely.Advantages of the Euro The euro is fundamentally a tool to enhance political solidarity.This political motivation began when the idea of the European Union and a single currency was first conceived.While it also has the economic effect of unifying the economies of participating countries, it ultimately does much more for the European Union.Economically, the euro's advantages include: Elimination of exchange-rate fluctuations-Any time either a consumer or a busine made a commitment to buy something in a different country in the future(at future prices), they stood the chance of paying much more(or le)than they had planned.The euro eliminates the fluctuations of currency values acro certain borders.*Price transparency-Being able to easily tell if a price in one country is better than the price in another is also a big benefit, both for consumers and businees.With price equalization acro borders, businees have to be more competitive.Pricing still varies, but consumers can more easily spot a good deal--or a bad one.*Transaction costs-This is particularly helpful for tourists and others who cro several borders during the course of a trip.Before, they had to exchange their money as they entered each new country.The costs of all of these exchanges added up significantly.With the euro, no exchanges are neceary within the Euroland countries.*Increased trade acro borders-The price transparency, elimination of exchange-rate fluctuations, and the elimination of exchange-transaction costs all contribute to an increase in trade acro borders of all the Euroland countries.*Increased cro-border employment-Not only can busine be conducted acro borders more easily, but people are more easily employable acro borders.With a single currency, it is le cumbersome for people to cro into the next country to work, because their salary is paid in the same currency they use in their own country.外国语学院
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*Simplified billing-Billing for services, products, or other types of payments are simplified with the euro.*Expanding markets for busine-Busine can expand more easily into neighboring countries.Rather than having to set up separate accounting systems, banks, etc.for transactions in countries other than their native one, the euro makes it simple to operate from a single central accounting office and use a single bank.*Financial market stability-On a larger scale, the financial and stock exchanges can list every financial instrument in euros rather than in each nation's denomination.This has further ramifications in that it promotes trade with le restriction internationally, as well as strengthens the European financial markets.Banks can offer financial products(loans, CDs, etc.)to countries throughout Euroland.*Macroeconomic stability-Because of the European Central Bank(ECB),introduction of the euro also helps to lower(and control)inflation among the EU countries.*Lower interest rate-Because of the decreased exchange-rate risk, the euro encourages lower interest rates.In the past, additional interest was charged to cover the risk of the exchange-rate fluctuation.This risk is gone with the introduction of the euro.*Structural reform for European economies-The participation requirements of the euro pushed many EU member states who wanted to participate to get their economies in shape and improve their economic growth.With the requirements of the Stability and Growth Pact, they will also have to maintain that control in the future, or face fines.Disadvantages and Risks of the Euro While there are many advantages to the euro, there are also some disadvantages.The cost of transitioning 12 countries' currencies over to a single currency could in itself be considered a disadvantage.Billions were spent not only producing the new currency, but in changing over accounting systems, software, printed materials, signs, vending machines, parking meters, phone booths, and every other type of machine that accepts currency.In addition, there were hours of training neceary for employees, managers, and even consumers.Every government from national to local had impact costs of the transition.This enormous task required many hours of organization, planning, and implementation, which fell on the shoulders of government agencies.The chance of economic shock is another risk that comes along with the 外国语学院
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introduction of a single currency.On a macroeconomic level, fluctuations have in the past been controllable by each country.*With their own national currencies, countries could adjust interest rates to encourage investments and large consumer purchases.The euro makes interest-rate adjustments by individual countries impoible, so this form of recovery is lost.Interest rates for all of Euroland are controlled by the European Central Bank.*They could also devalue their currency in an economic downturn by adjusting their exchange rate.This devaluation would encourage foreign purchases of their goods, which would then help bring the economy back to where it needed to be.Since there is no longer an individual national currency, this method of economic recovery is also lost.There is no exchange-rate fluctuation for individual euro countries.*A third way they could adjust to economic shocks was through adjustments in government spending, such as unemployment and social welfare programs.In times of economic difficulty, when lay-offs increase and more citizens need unemployment benefits and other welfare funding, the government's spending increases to make these payments.This puts money back into the economy and encourages spending, which helps bring the country out of its receion.Because of the Stability and Growth Pact, governments are restricted to keeping their budget deficits within the requirements of the pact.This limits their freedom in spending during economically difficult times, and limits their effectivene in pulling the country out of a receion.In addition to the chance of economic shock within Euroland countries, there is also the chance of political shock.The lack of a single voice to speak for all euro countries could cause problems and tension among participants.There will always be the potential risk that a member country could collapse financially and adversely affect the entire system.More Euro History The Treaty of Rome was ratified in 1958, establishing the European Economic Community(EEC).The goal of the EEC was to reduce trade barriers, streamline economic policies, coordinate transportation and agriculture policies, remove measures restricting free competition, and promote the mobility of labor and capital among member nations.It was very succeful, but just as with the ECSC, it served more of a peacemaking role between the European nations than an economic role.外国语学院
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At this time, the monetary exchange rate between countries was controlled by the Bretton Woods system, which connected currencies to the U.S.dollar, allowing for only a one point fluctuation around designated values.This was referred to as the “pegged rate” and was based partly on the gold backing of the dollar.This system worked well for 20 years, helping to stabilize exchange rates and restore economic growth in the postwar period.By 1960, however, the system began to fail, and exchange-rate agreements became the prevalent topic among European political and economic leaders.By December 1969, Luxembourg's Prime Minister, Pierre Werner, was asked to write an EC(European Community)report covering the need for a complete monetary union among the European economies.The Werner Report came out in 1970 and specifically brought up the idea of a single European currency as part of a cooperative monetary effort.The report was the first to use the term Economic and Monetary Union.Although this plan seemed promising, it lost momentum when President Nixon's 1971 policy of “benign neglect” ended U.S.backing(by its gold reserves)of the predefined exchange rates against the dollar, collapsing the Bretton Woods system.Other foreign central banks were not willing to support the dollar, which would have provided the equivalent of deposit insurance.So where did that leave the European countries when it came to the stability of their currencies? It brought about the development in 1979 of the European Monetary System(EMS),which locked exchange rates among the participating countries into predefined trading zones.This was known as the Exchange Rate Mechanism(EMS).This move, in itself, stabilized the economy by creating predictable trading zones.The next move toward a unified European economy came with the 1987 Single European Act.This act called for the systematic removal of barriers and restrictions that hampered trade between European countries.As a result, border checks, tariffs, customs, labor restrictions and other barriers to free trade were dismantled.2.Andrew K.Rose Profeor of Economic Analysis and Policy, Haas School of Busine, University of California Berkeley.Managing Editor of The Journal of International Economics(1995-2001).Acting Director, International Finance and Macroeconomics Program of the NBER,(1996-1999).Ph.D.Maachusetts Institute of Technology(1983-1986).31 外国语学院
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3.University of California at Berkeley The University grew with the rapidly expanding population of California and responded to the educational needs of the developing state.As early as 1960’s,Berkeley was recognized by the American Council on Education as “the best balanced distinguished university in the country.” Today, it is one of the best known universities in the world.4.Subramanian Rangan Aociate Profeor of Strategy and Management Subi Rangan received an MBA from the MIT Sloan School of Management and a Ph.D.from Harvard University.His research and teaching interests revolve around the strategic and managerial challenges facing multinational firms.In 1998,Profeor Rangan won the Academy of International Busine’ Eldridge Haynes Prize(awarded biennially to a scholar under forty)for the best original eay in international busine.In 1995,that academy awarded their Best Diertation Award to his doctoral thesis.In 1998,Profeor Rangan won the Outstanding Teacher award(and was nominated again in 1999)for his MBA elective course on global strategy and management.5.Insead（枫丹白露商学院）
Insead是法国最著名的商学院之一，由于该学院位于人们熟知的枫丹白露，因此习惯上被称为枫丹白露商学院。6.Jan Hommen Executive vice president, and chief financial officer and vice chairman of the Board of Management of Royal Philips Electronics.Jan Hommen was born in s-Hertogenbosch, the Netherlands in 1943.He studied busine economics at the Katholieke Hoge school in Tilburg, before beginning his career as controller at Lips Aluminium B.V.in Drunen in 1970.This company was taken over by Aluminium Company of America in 1975 and renamed Alcoa Nederland, upon which he became its financial director.In 1978, Mr.Hommen moved to Alcoa's head office in Pittsburgh, US, as, amongst others, aistant treasurer and vice president and treasurer, becoming executive vice president and chief financial officer in 1991.Also a member of Philips' Board of Management and Group Management Committee, he took up his positions with Philips in April 1997.As per March 28,2002,Mr.Hommen was appointed vice chairman of the Board of Management.32 外国语学院
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7.Baron Alexandre Lamfaluy Alexandre Lamfaluy was born in Hungary in 1929.He left his native country in 1949.He obtained a doctorate(D.Phil.)in economics at Nuffield College, Oxford.From 1965 to 1975 Mr.Lamafaluy served first as Executive Director of Banque de Bruxelles and later as Chairman of the Executive Board.In 1975 he became Executive Director of Banque Bruxelles Lambert.Mr.Lamfaluy joined the Bank of International Settlements(BIS)in Basle in 1976 as Economic Adviser and Head of the Monetary and Economic Department.Between 1981 and 1985 he served as Aistant General Manager of the BIS before being appointed General Manager in May 1985.He held this post until the end of 1993.From 1 January 1994 until 30 June 1997,Mr.Lamfaluy was President of the European Monetary Institute in Frankfurt.Since 1997 he has been teaching and doing research at the “Institut d'Etudes Europeennes” of the Catholic University of Louvain in Louvain-la-Neuve.V．课文讲解
1.For all that it has clearly had profound effects already, and will have even deeper ones after January 1st, the euro by itself can only do so much.(p.50)本句中的主句为the euro by itself can only do so much，其中euro是主语。For all that it has clearly had profound effects already, and will have even deeper ones after January 1st为介词短语，在整个句子当中作状语。介词短语中的that引导出一个定语从句，修饰all。代词it此处指euro。
2.One useful strand of research led by Andrew Rose, an economist at the University of California at Berkeley, suggests that thanks to the single currency, intra-European trade should fairly quickly double or even treble in volume.(p.50)可提醒学生本句中的double和treble的意思分别为“是„„的两倍或增加一倍”以及“是„„的三倍或增加两倍。”请看下面的例句：
1)The cash flow is expected to treble next year.（意思是现金流转预计增加两倍。）
2)The cast double and treble their roles and all make memorable contributions.（意思是每位演员演两个或三个角色。）
3)China's existing network is already aiming to more than treble in size this year.4)The leap of a kangaroo is double that of the human Olympic record.5)The expanding opportunities, especially in manufacturing, meant that in some districts the
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earnings of women and children were able to double family income.3.If that turns out to be correct, then Europe will greatly surprise the numerous peimists who have bemoaned its inability to pick up where America’s decade of extraordinary economic growth has left off.(p.50)英语中to pick up where(+其他成分)+主语+leave off表示“从以前的某处重新开始或继续下去。”例如，教师上课对学生说要接着上次课往下讲；节目主持人重提前面的话题等情况，均可以说“Let’s pick up where we left off.”再看下面的例句：
1)We would pick up supplies and I would continue with the wheelbarrow from where I had left off.2)Email newsletters pick up where websites leave off.3)The new product attempts to pick up where IBM's SMS software leaves off.综上所述不难看出，本句后半部分的意思是说，对欧洲前途持悲观态度的人感叹欧洲的经济发展只相当于美国十年前的水平，没有能力从美国十年前的水平继续向前发展。因此，可将这部分翻译为“美国十年间非同寻常的经济发展使欧洲望尘莫及，欧洲落后于美国达十年之久。”
4.―But national borders engender discontinuities so profound that they cannot be overcome by removing a single factor among many.‖(p.50)
discontinuity这里的意思是lack of continuity, logical sequence, or cohesion即“不连贯，缺乏逻辑性或一致性。”作者的意思是说，国与国之间缺乏一致性的地方有很多，差别也很大不可能共用欧元之后所有问题都能够得到解决。
5.True,the single currency will make it easier for consumers to compare prices.But the starting point for this change is that Europe currently has heterogeneous customers who largely buy heterogeneous products with different ingredients, labels and packages.Much else will need to converge before prices do.(p.51)这部分的意思是说，欧元在欧元区内的流通确实使人们在比较价格时方便了许多。例如，由于商品均以欧元标价，人们在不同国家购物时不再需要兑换货币，也无须进行货币换算。但是，这些变化终究离不开这样一个现实或基本点（the starting point），即欧洲目前的消费群体是不同的，他们购买由不同材料生产、有着不同商标及包装的不同产品。因此，现在还不能说欧洲已经有了一个趋同的市场。
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6.Indeed,Mr.Rangan predicts that although prices in the euro zone will indeed converge, they will do so more slowly than many people think, and mainly in areas where the cost to consumers of making a mistake are relatively low.―No one, if they have a choice, hires the cheapest lawyer,‖ he says.(p.51)对于自己不熟悉的产品，消费者购买后可能会不满意，这就是本句中making a mistake的意思。如果消费者在购买花钱不多的小商品时出现mistake，造成的损失不会很大，因此小商品市场价格趋同的速度可能要快一些。消费者购买商品时考虑的因素有许多，如产品的质量、性能、花色品种、包装等，而并不是什么东西便宜就去买什么。这就是作者所说的“No one, if they have a choice, hires the cheapest lawyer”的意思。
7.The interbank unsecured-money market, for instance, is in effect pan-European, with large banks succefully feeding liquidity to smaller, national banks.The secured market has been le succeful, largely because its very existence has exposed problems in the underlying infrastructure that can make it difficult to transfer collateral.(p.52)本部分中the interbank unsecured-money market实际上是指“银行间短期资金市场”或“银行间拆借市场”，而the secured market则指“资本市场”。
8.The eurobond market has also been an overall succe, thanks in part to the integrated clearing and settlement infrastructure that predated it.In the corporate market, well-known companies such as Philips have launched big benchmark iues, and even a few small, unrated companies such as Ducati have iued bonds succefully.(p.52)本部分中eurobond market指“欧元债券市场”；have launched big benchmark iues的意思是说，大公司发行的债券客观上起到了其他公司在发行债券时以其为标准的作用。unrated companies的意思是“未评级的公司”，即那些不知名的、未在任何排行榜上出现过的小公司。9.Observers say that fewer medium-sized companies have raised money by iuing bonds than was hoped at the outset.Until more do so, the bank-driven alternative system of funding will continue to misallocate capital.(p.52)本部分中，the bank-driven alternative system of funding实际上是指“银行贷款”，可翻译为“作为另一种筹资方式的银行贷款发放体系”。由于许多中型公司不能通过发行债券筹集资金，只能依靠银行贷款，这样就很容易出现资金发放错位的问题。
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10.In the early part of this year it provided a flood of liquidity to telecoms iuers as equity investors’ enthusiasm for that industry dried up.The iuance has since also dried up, but it represented progre.(p.52)本部分的意思是说，由于人们对电信业股票投资失去了热情，因此便通过发行电信债券的方式筹集资金，而电信债券的发行后来也呈枯竭状态，但不管怎样，这是一种进步。“进步”是指债券的发行可使筹资方式多样化，相对仅仅依靠银行贷款筹资来说是一种进步。11.In America and Britain, the law allows two forms of ownership rights.The first, shared by continental Europe, is full legal ownership.The second, not shared in Europe, is beneficial ownership.This concept allows the creation of depositories in which securities are “dematerialized‖.(p.53)
由于受益性所有权使有价证券失去了其物质形态（例如购买的股票不在自己的名下），因此便产生了depository这一概念，depository原意为“存放处”，这里指一种“无形票据账户”，通过该“账户”，可认定某人购买了有价证券。
12.Underlying these legal niceties is a hard-nosed busine iue:(p.53)“hard-nosed”的意思是“practical and determined”，可修饰人或事物，请看下面的例子： a hard-nosed salesman, a hard-nosed labor leader，a hard-nosed reporter，a hard-nosed attitude，a hard-nosed approach，hard-nosed economic considerations.1)She gave a hard-nosed, step-by-step account of the campaign.2)MADONNA will get￡3 million to play a hard-nosed street girl in the new film.3)He was a hard-nosed, tunnel-visioned busineman, concerned only with getting to his precious meeting on time.13.A small busine wanting to refund a customer in another euro-zone country might find that the bank charges not only eat up the refund but cost the poor customer money on top.(p.54)本句的意思是说银行手续费比所汇退款还要多，客户不仅提不到款，而且还需拿出钱来给银行。
外国语学院
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朱惠华
Chapter 4 Economy Terrorized Ｉ．教学目的通过学习本课，学生应能正确使用经贸文章中的有关统计数字的表达方法;对自2000年至今的美国经济的衰退和恢复情况有所了解;进一步提高学生对难句的理解能力和翻译能力并扩大经贸用语和词汇。II．教学计划
建议用六个学时。课文讲解使用四个学时左右，要重视课文中的知识点和语言点，但讲解时要重点突出。最后用一个学时进行总结和课堂讨论。III．教学方法
讲解（传授新知识[口授法]）和课堂练习（巩固知识技能[探讨研究法）相结合。讲解时突出重点、难点。课堂练习要充分调动学生的积极性，其形式和内容服从教学目的。练习的主要形式是： Questions & Answers Group discuions Paraphrasing Translation Summarizing IV．背景知识
1．About U.S.News & World Report U.S.News & World Report came into existence through a journalistic merger.In 1933, journalist David Lawrence published the first iue of a weekly newspaper called the United States News.Six years later, he launched a magazine called World Report.When the two weeklies merged in 1948.U.S.News & World Report was born.From 1962 to 1984,U.S.News was employee-owned.In 1984,publisher and real estate developer Mortimer B.Zuckerman bought the company.Mr.Zuckerman is also chairman and co-publisher of the New York Daily News.He has substantial real estate holdings, including properties in Boston, New York, Washington, and San Francisco.A graduate of Harvard Law School, Mr.Zuckerman is a former aociate profeor at the Harvard Graduate School of Busine, where he taught for nine
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《商务英语文选》教案及讲稿
朱惠华
years.In 1983,U.S.News began its annual rankings of American colleges and universities.The fall of 1987 marked the first publication of the newtand book, America’s Best Colleges.It was joined by America’s Best Graduate Schools in 1994.U.S.News began its internet ventures in 1993, with a two-year stint as a content provider to the CompuServe Information Service.U.S.News Online(www.daodoc.comBC cable network.Launched in the U.S.in 1989, CNBC offers audiences in the U.S., Asia and Europe unparalleled busine-news programming.Dow Jones is co-owner with NBC Universal of the CNBC television operations in Asia and Europe.Dow Jones also provides news content to CNBC in the U.S., which is similarly branded during the busine day.World-wide, CNBC currently reaches more than 197 million households.DOW JONES INDEXES Dow Jones launched its first stock indicator in 1884 with an index mainly composed of railroad stocks.This indicator would later become known as the Dow Jones Transportation Average.In 1896, the Company launched what is now known as the Dow Jones Industrial Average(DJIA), the world's most widely followed stock-market indicator, tracking the world's largest stock market.The average is computed in real-time continuously throughout the trading day and is maintained and updated by the editors of The Wall Street Journal.Comprised of 30 blue-chip U.S.stocks, such as International Busine Machines and General Electric, the DJIA appears in newspapers, magazines, television, radio, financial documents, computer screens and in everyday conversation around the world as a barometer of the U.S.stock market.Tradable instruments based on the DJIA, including futures, options and structured products, were licensed beginning in 1997.The Dow Jones Utility Average is the youngest of the three core Dow Jones averages, debuting in 1929.The Dow Jones Global Indexes, developed more recently, include more than 3,000 separate indexes tracking stock prices of more than 5,000 companies in 36 countries, 10 world regions, 10 economic sectors containing 18 market sectors, and 40 industry groups.40 外国语学院
《商务英语文选》教案及讲稿
朱惠华
The Dow Jones STOXX, a family of indexes started in 1998 in a joint venture with the French, German and Swi stock exchanges, charts the course of the new Europe.OUR HISTORY Dow Jones & Company was founded in 1882 by three young reporters: Charles Dow, Edward Jones and Charles Bergstreer.In their basement office near the New York Stock Exchange, they produced handwritten newsletters called “flimsies” that were delivered by meenger to subscribers in the Wall Street area.Busine boomed, and by 1889,the staff numbered 50.The Company decided to turn its small “Customers' Afternoon Letter” into a newspaper that would be called The Wall Street Journal.The first iue, at four pages and selling for 2 cents, debuted on July 8,1889.The Journal prospered, but Mers.Dow, Jones and Bergstreer saw the need for a faster way to deliver the news.To that end, the Company began delivery of its Dow Jones News Service via telegraph.In 1902, Clarence W.Barron, who had been hired years before to be Dow Jones 'first out-of-town correspondent, purchased control of the Company following Mr.Dow's death.At that time, Journal circulation was about 7,000.But le than 20 years later, in 1920,it had reached 18,750.Mr.Barron introduced modern printing equipment, and the newsgathering side of the Company expanded.By the end of the 1920s,more than 50,000 copies of the Journal were printed daily.Barron's National Busine and Financial Weekly, simply known today as Barron's, made its debut in 1921, with Mr.Barron serving as its first editor.Priced at 10 cents an iue, the tabloid-size publication was an immediate succe in investment and financial circles, reaching circulation of 30,000 in only its sixth year.In 1941,13 years after the death of Clarence Barron, Bernard Kilgore became managing editor of the Journal.In 1945,he was named chief executive of Dow Jones.Mr.Kilgore was the architect of the paper as it exists today and expanded its coverage to include all aspects of busine, economics and consumer affairs, as well as all aspects of life that had an impact on busine.In the 1960s, circulation of the Journal surpaed 1 million, and coverage of social iues, science, education and foreign affairs was added or expanded, while busine news coverage was improved.In the 1970s,Dow Jones entered new fields of electronic publishing and expanded its U.S.41 外国语学院
《商务英语文选》教案及讲稿
朱惠华
publishing presence with the acquisition of the Ottaway group of community newspapers.Dow Jones also expanded outside the U.S., first with investments in the Far Eastern Economic Review, then in 1976 with The Asian Wall Street Journal, the first daily newspaper to provide comprehensive coverage of busine and economic news for an Asia-wide audience.In the 1980s,the circulation of The Wall Street Journal briefly reached more than 2 million.The Company pushed vigorously into database publishing, television and real-time market data delivery through the purchase of Telerate.In addition, Dow Jones extended its commitment to global publishing by introducing The Wall Street Journal Europe, published in Bruels, in 1983.In June 1999,Dow Jones & Company and von Holtzbrinck Group agreed to swap stakes in The Wall Street Journal Europe and Handelsblatt, Germany's busine newspaper.Throughout the 1990s,Dow Jones continued to place an even greater emphasis on its competitive strengths and core competencies in content, and an even tighter strategic focus on publishing the world's most vital busine and financial news and information.This was evident through the sale of Telerate to Bridge Information Systems, Inc., in 1998 and the succeful launch of many new products and ventures, including SmartMoney, The Wall Street Journal Magazine of Personal Busine, with Hearst Corp.in 1992;The Wall Street Journal Special Editions in 1994;and The Wall Street Journal Online at WSJ.com,in 1996.In addition, the Company set a course to become a global producer of quality busine-television programming with the launch of Asia Busine News in 1993 and European Busine News in 1995.This led to the global busine-television alliance with NBC announced in 1997,centered around CNBC.A service of NBC and Dow Jones, CNBC offers U.S., Asian and European audiences the best busine-news programming available.In September 1999, The Wall Street Journal Sunday, bannered, full pages of original Journal content focused on personal finance and careers,began publication in leading metropolitan Sunday newspapers around the U.S.Also in the fall of 1999,Dow Jones launched Vedomosti, or The Record, the only independent busine newspaper in Ruia.It is published Tuesday through Saturday.4.Nasdaq NASDAQ is the largest U.S.electronic stock market.With approximately 3,300 companies, it lists more companies and, on average, trades more shares per day than any other U.S.market.It is home to category-defining companies that are leaders acro all areas of busine including
外国语学院
《商务英语文选》教案及讲稿
朱惠华
technology, retail, communications, financial services, transportation, media and biotechnology.NASDAQ is the primary market for trading NASDAQ-listed stocks.Approximately 54%of NASDAQ-listed shares traded are reported to NASDAQ systems.V．课文讲解 概念讲解
Dow-Jones Industrial Average道·琼斯工业股票平均价格指数 Blue-chip index蓝筹股指数
Nasdaq（National Aociation of Securities Dealers Automated Quotations）那斯达克指数
consumer confidence消费者信心 investment income投资收入
liquid investment短期投资、临时投资 tax deduction课税减免 insurance policy保险单 课文注释
1.Now,though,corporate America has a clear vision of the immediate future–and it’s not a pretty one.(P.72)句中corporate America意为公司式的美国。公司式国家原于1970年美国Charles A.Reich所作The Greening of America（绿化美国），认为国家是一台巨大的机器，完全不受人的控制并置人的价值观于不顾。The corporate state as contrasted with a people’s state与人民的国家相对而存在的公司式国家。在此句中，corporate America是指美国的商界。
2.Firms directly affected by the horror, such as Boeing and Marriott, and some far afield, such as photo giant Kodak, warned of lower profits.(P.72)句中far afield原意为在远方，远处。此句中它与directly“直接”互为反义，故译成“间接”较为合适。And some far afield,such as photo giant Kodak译为：间接受影响的公司，如：照相业巨头柯达公司。
3.Restoring consumer confidence is a top priority for Greenspan and Congre, given that consumer spending accounts for about two thirds of the nation’s total output.(P.73)
外国语学院
《商务英语文选》教案及讲稿
朱惠华
句中given that„„此处“given”是介词，意为“考虑到”：Given their experience, they’ve done a good job.(考虑到他们缺乏经验，这工作他们做得不错。)；nation’s total output:国家总产出，总产量，总输出量
4.To that end, the Fed has been flooding the markets with cash.Congre, meanwhile, is awash in plans to spend money, drawing down the$153 billion social security surplus.(P.73)句中awash是形容词，一般作表语，意为充斥的，泛滥的。如：The world is awash with rice at the moment.(目前世界上大米堆积如山。)此处可译为：在国会消费计划堆积如山。5.Now both are hitting full force, as heavily indebted and cash-poor carriers are seeing a drastic reduction in bookings.(P.73)句中hit full force可译为：达到无以复加的程度。
6.When—and if—the industry recovers, it will have been fundamentally altered.Paengers can expect fewer flights overall and anemic service to smaller airports, as airlines focus on large, profitable hubs.(P.73—74)句中When—and if—the industry recovers可译为：当航空业复苏时（如果能复苏的话）；anemic service可译为：服务委靡。
7.One potential bright spot: Consumers may step up their gift-giving this Christmas because of the renewed focus on family and friends.(P.75)句中may step up their gift-giving可译为:可能会增加在馈赠礼品方面的消费;the renewed focus on family and friends可译为:重新重视亲情和友情。
8.But fallout from the tragedy was being felt half a continent away in Northfield, Ill., where marketers at Kraft Foods were red-faced.(P.75)句中fallout意为影响，后果；half a continent away in Northfield, Ill的continent(洲)是指美国大陆。因为恐怖袭击的发生地在美国东海岸,而伊利诺斯州在美国的中部，所以说是半个大陆之遥。
9.Opposite it was an ad for the company’s Oasis nutrition bar, in which a female cartoon character quips about the brighter side of an airline losing your luggage: ―You have an excuse to buy a whole new wardrobe.‖(P.75)
句中quips about the brighter side of an airline losing your luggage可译为：就航空公司丢失乘 客行李而使乘客因祸得福之时说俏皮话；a whole new wardrobe.在此的意思是一大衣柜的新衣服。
外国语学院
《商务英语文选》教案及讲稿
朱惠华
10.But an industry known for its outrageousne and cheek must now find a new vocabulary attuned to the nation’s grief.(P.75)句中an industry known for its outrageousne and cheek可译为：以蛮横和厚脸皮著称的行业。11.―This is serious stuff, not just PR,‖ he says.―It’s going to be some time before we get back to fluff.‖(P.76)
句中fluff和serious stuff相对应。Serious staff是指“严肃的内容”，fluff是指“轻松的内容”，可译为：轻松肤浅的娱乐内容。
12.But analysts are confident that the industry will be able to meet the estimated$30m billion in projected claims, a lo that could escalate if costly busine-interruption and personal injury claims accelerate.(P.77)句中projected claims意为预计的索赔（理赔）；busine-interruption and personal injury claims 译为：业务（营业）中断险和个人人身伤害险的索赔。业务（营业）中断保险是因火灾、爆炸等事故导致停产或停业的收益损失保险。
13.Two helping hands: Uncle Sam, since insurers get a tax reduction for their claim payment, and foreign reinsurance companies, which insure insurers.(P.77)句中two helping hands可译为：保险业可得到两方面的支持；reinsurance：再保险，转保，对特大的风险由几个保险公司或经纪人同意分担风险；insure insurers:对保险公司进行保险 14.Commercial property and casualty rates, after a decade of stagnation because of intense competition,recently began rising–about 10 percent to 15 percent on renewals.(P.77)句中commercial property and casualty rates译为：商业财产险和意外伤害险的费率；renewal:续保
外国语学院
《商务英语文选》教案及讲稿
朱惠华
参考译文
第1课 新长征
“中国制造”这个标记很久以前就不新鲜了，它贴在鞋子上、玩具上、服装上，以及为跨国公司制造的其他商品上，世界各地到处可见。现在真正新鲜的是以中国品牌出售的中国制造的商品。目前中国只有为数不多的几家公司拥有足够的财力和管理知识来打造国际名牌；其余的绝大多数公司还在为在国内获得知名度而努力奋斗着。但是正在海外市场上试水的各大先锋公司，很有可能把事情做大。
一些人认为，在创业精神饱满的本地管理层的协助下，或者在一些想在其产品系列里添加新产品的外国公司的协助下，中国商品在极具竞争力的价格的基础上，若把卖点放在产品质量和异国情调上，那末10年之内，中国品牌将一个一个地走向全球。总部在香港的广告公司中国精信（Grey China）的执行董事陈一木丹（Viveca Chan）说：“如果世界上只有一个国家具备创立全球品牌的潜力，那么这个国家就是中国。”
短期之内，中国商品最有希望打入国际市场的当属中草药和特色食品，当然也包括那些体现中国浪漫并具有异国情调的产品，例如化妆品、时装和音乐作品。中国总部设在上海的泰勒·娜尔森·索福瑞（Taylor Nelson Sofres）市场调研公司的中国区总经理Kevin Tan说：“与中国相联系的神秘色彩还有许多。化妆品是种靠形象推销的产品，假如你要做化妆品，你会一下子就发现，中国化妆品来头不小。”努力走向世界的中国品牌还有一些领导时尚潮头的饮料和啤酒品牌，也包括家用电器等具有品牌潜力的产品，它们都能以竞争性的价格提供高品质的产品。
这些中国品牌中的一部分，最终将会通过合资、兼并和收购的途径走向国际市场。而对于合资双方中的外国投资者来说，这些品牌则将成为他们更快地进入中国消费市场和销售渠道的载体，同时这些中国品牌也能进一步充实国外投资者在国际市场上已经确立的优质品牌的阵营。
整个20世纪90年代，“中国品牌”这个概念一直在发育着，而目前在国内受到的重视更大了。虽然国内市场依然需求旺盛，但是一批国有企业，包括一些上市公司，现在都认为自己的产品和管理已经有所提高，因而都在力图树立自己的国际品牌。在中国的合资企业认为，他们的产品被国外的消费者看作具有东方异域情调，因而具有一定的优势，同时在质量上，又可以在任何地方与国外品牌展开竞争。
外国语学院
《商务英语文选》教案及讲稿
朱惠华
品牌国际化可以带来更多的收益，同时可以提升公司在国内的形象，从而吸引那些注重品牌与地位的国内消费者购买。例如，中国软饮料制造商健力宝公司的总裁韩为先（音译）说，健力宝在海外开发自己的市场，有一部分原因是为了在中国公众中“树立良好的形象”，这种国际化的形象反过来可以增加健力宝在中国国内的销售。
但是，建立品牌需要时间、资金和对市场的洞察力。一些中国品牌依靠具有竞争力的定价打入了国际市场，但同时也运用了其他策略。健力宝强调它的饮料适合亚洲人口味，定位为能够补充水分的运动饮料，是中国运动员的首选。而空调制造商美的正努力获得更大的品牌认同。海尔是中国领先的家用电器生产商之一，海尔等公司的战略很明确，不在价格上做文章，而是靠产品质量、高效的分销和售后服务赢得市场。再举个例子，亚洲战略投资有限公司（即Asimco）是由美国直接投资的公司，他们最近收购了五星啤酒，并且把五星啤酒定位成高档品牌。
当然，正如总部在香港的广告公司中国精信（Grey China）的执行董事陈一木丹（Viveca Chan）指出的，国际化营销并不等于国际化品牌。而且，对中国企业而言国际化品牌还处于一个初级阶段。设在青岛的中国青岛啤酒的海外部经理楚梁津（音）说，首当其冲的是推广国际化品牌的投资资金很难到位。他解释说：“用于再投入促进品牌在海外形象的资金不得超过我们的出口销售总额的5％”。他又说青岛啤酒正努力游说外汇管理局更改对国有企业的这项规定。但由于政府强调防止外汇流失，取消这项规定的机会渺茫。
上述5%的海外投资限制只针对国有企业，肯定阻碍了中国品牌的发展。相对而言，私有企业有较大的投资自由。例如健力宝公司为了在美国市场上推广健力宝品牌，已经投资了大约1000万美元。但是该公司总经理李经纬（音译）明白这点钱是微不足道的。坐在三水健力宝生产基地的办公室里（三水市距离广州有40分钟的车程），李总经理估计，健力宝要想在美国确立其品牌知名度，公司需要开支的费用至少在5000万到1亿美元之间。他相信消费者会喜欢健力宝的系列运动饮料和软饮料（味道极似可口可乐公司的可口可乐、雪碧和橙汁芬达），但他又说：“我们需要资金来宣传自己”。
可口可乐香港公司副总裁兼可口可乐中国公司海外事业部B.C.Lo经理说：“我不敢肯定健力宝是否真正能够进入美国市场，或者能够发展成为一个国际品牌，但可以肯定的是在中国市场，健力宝是可口可乐一个强有力的竞争对手。”
实际上，健力宝产品已经出口了20多个国家。但是要想成为一个真正的有实力的海外市场竞争者，健力宝还需要投入大量的金钱和时间。去年，健力宝在美国市场上只销售了20万箱饮料（一箱24瓶或听）。虽然健力宝已经在美国投资举办了一系列的促销活动：1997年
外国语学院
《商务英语文选》教案及讲稿
朱惠华
捐款10万美元救助美国洪灾；在美国小姐选美大赛上大做广告；1997年赞助两万美元举办“健力宝杯”高尔夫球锦标赛，但是比起可口可乐公司的促销活动来，健力宝公司的这些市场促销就是小巫见大巫了。
中国品牌在国际市场上大有希望的一个领域是中低技术水平的白色家电业。据估计，中国品牌的电冰箱和洗衣机大约占了国内市场的90%，空调70%—80%，彩电60%。香港A.T.科尔尼咨询公司副总裁菲利普·戴说：“很多行业的产品质量已经得到了很大的提高，具有很强的适销性。我们注意到，中国各家公司强化了营销工作。”
海尔是中国最为著名的家电品牌之一。在精力充沛的总裁张瑞敏的领导下，该公司从原来的一个亏损企业转变为有能力向海外出口产品的大公司。该公司声称，日本进口洗衣机的60%是它的产品，美国市场上36升到180升电冰箱市场份额的20%由它控制。去年前11个月，海尔向美出口电冰箱1560万美元，而1997年全年为1260万美元。
上海的荷兰银行所属的证券部的一位分析师马利欧·朱说，海尔的营销团队为该公司在欧洲建立起了知名度，目前又在美国开展工作。马利欧·朱补充说，“海尔在当地设立了一些研究中心，这些研究中心给公司提供最新的市场需求信息。海尔的广告攻势很凌厉，研发工作也很出色。”张瑞敏说，海尔的优势在于产品质量高，销售和服务网络好。
与大多数跨国公司相比，海尔在营销方面的开销的确不算很多。在美国，海尔的促销预算仅仅占其在美国销售额的1%，可以说微不足道。海尔在纽约的第五大道已经开了一家专卖店，并于3月聘请了洛杉矶的一家设计公司，让其根据美国消费者的喜好来设计冰箱。张瑞敏坦言：在美国普通消费者心目中，海尔还没有“发展成为一个真正的品牌”，但同时他也指出，海尔品牌正开始得到冰箱制造商、分销商和专卖店的一些认可。
美国市场上的另一个中国品牌是美的公司，这是一家集体企业，在广州大量生产空调。1997年，美的公司的销售收入达到了3.865亿美元，其中7,000万美元来自出口。公司海外部主管彭强说，美的于1998年开始致力于开发海外市场，预计今年销售总额将达到6.04亿美元，其中出口额将达到8,000万美元。彭强相信，美的开发海外市场的“时机已经成熟”，美的公司将双管齐下，同时在价格上和品牌认知度上展开竞争。彭强还说，“为了进一步提升美的品牌的认知度，我们将参加更多的海外展览会，同时我们已经扩大了广告宣传力度，特别是在香港”。
中国品牌借助于外国公司的力量，往往具有营销预算大幅度增加和更易获得管理知识两方面的优势。然而这些外国公司的收购行为有着更大的目标，尽管它们购买这些中国品牌的目的，一般都是为了获得其在中国的消费市场和分销渠道。香港A.T.科尔尼咨询公司副总裁菲利
外国语学院
《商务英语文选》教案及讲稿
朱惠华
普·戴说：“买断中国品牌的跨国公司并不打算把这些中国品牌的业务局限于中国国内市场。它们并不一定要立即被拿去与海外的优质品牌进行竞争，但是有可能拿到其它的细分市场上去参与竞争。我认为，从长远来看，中国品牌将成为跨国公司在国际市场上强有力的竞争对手。”
以英荷合资的联合利华为例，它是世界上最大的消费品公司之一，每年的销售额大约500亿美元。这个巨型公司于7月购买了主营泡菜和酱油的中国品牌“老蔡”，目标是五年内打入国际市场。为了让消费者熟悉这个品牌，联合利华专门投入了一笔费用，但不愿透露具体的数字。
亚洲战略投资管理（Asimco）公司于1995年取得了对五星啤酒的控股权，当时这是一家已有80年生产历史的国有啤酒酿造厂，厂址在北京。Asimco公司北京办事处负责人Jack Perkowski表示，这个品牌经过全面革新、重新包装并且以溢价转卖后，将在海外市场上与青岛啤酒展开激烈的竞争。
青岛啤酒自1978年以来就出口北美市场，最近三年在北美市场的年销售额大约是700万美元。英国某经纪公司驻港的一位啤酒行业的分析师认为，相比之下，五星啤酒将会“成为美国进口的啤酒品牌中进口数量少于青岛啤酒的品牌之一”。五星啤酒之所以进军美国市场这么快，原因之一是Asimco公司选择了佛罗里达州的北方饮料公司作为批发商，而这个公司的工作效率非常高。首批四个集装箱的五星啤酒于9月运抵美国。Asimco公司北京办事处负责人Jack Perkowski估计，如果一切进展顺利的话，大约两到三年之后，Asimco公司每年将在美国卖出300万箱的五星啤酒，五星啤酒也将挤入在美国最为畅销的25个外国品牌的行列。目前排在这个畅销名单首位的是墨西哥的“克罗娜（Corona）”品牌啤酒。高级商务英语阅读课文译文
纽约的化妆品企业高帝公司也极具扩张野心。1996年，高帝公司和靳羽西化妆品公司合资在中国成立了一家合资企业。靳羽西化妆品（Yue-Sai Kan Cosmetics）公司成立于此前四年，老板是充满魅力的美籍华人靳羽西。靳羽西出生在中国，如今在她的祖国可谓家喻户晓。羽西公司在法律上是一个全资的美国公司，却是中国彩妆市场上的主导品牌。通过这次联合，高帝公司几乎一夜之间成了中国市场上的首选品牌。该合资企业于10月又在上海投资2000万美元开办了一座工厂，还设立了研发中心。
高帝公司的执行副总裁Jean-Andre Rougeot说：“我们想把羽西品牌做成中国的第一个化妆品国际品牌。中国作为一个经济强国将会在未来的五到十年继续繁荣发展下去。作为这种发展的一部分，人们将看到越来越多的中国品牌。”Rougeot认为，那些有过敏性肌肤的西方
外国语学院
《商务英语文选》教案及讲稿
朱惠华
女性将对主要成分是中草药的化妆品感兴趣。靳羽西也表示：“我们试图把亚洲最好的原材料与西方的技术相结合，例如含有桔花和绿茶成分的唇膏。”
也许这种东西方的结合未必能吸引所有的消费者，但是许多业内人士都肯定，这种结合将有助于中国品牌打入国际市场。
