新编商务英语阅读教程(第二版)练习参考答案

《新编商务英语阅读教程》（第二版）练习参考答案

Unit One

I.

1. 资产C

2. 边际变动E

3. 市场势力I

4. 劳动生产力（率）J

5. 经济学A

6. 市场失灵G

7. 市场经济F

8. 机会成本D

9. 通货膨胀K

10. 外部性H

11. 效率B

12. 菲利普斯曲线L

II.

Passage One

经济学的研究主要分为两部分：宏观经济学与微观经济学。宏观经济学着眼于经济全局——一幅宏观的画面。在宏观经济学中，我们研究国家的政策目标，例如充分就业、抑制通货膨胀、经济增长等，而不考虑个人或者单个团体的利益和行为。对宏观经济学的关注是为了从总体上认识并改善经济的运行。

微观经济学则关注宏观画面中的细节。在微观经济学中，我们着眼于实际构成宏观经济的个人、厂商和政府机构。我们感兴趣的是这些独立经济单位的行为。他们的目标何在？以有限资源实现目标的途径是什么？如何对各种激励和机会做出反应？

宏观经济学主要关注，例如，总消费性支出对总产出、就业及物价的影响。很少关注消费性支出及其决定因素的实际内涵。相反，微观经济学关注的是个体消费者具体的支出决策及其影响因素（爱好、物价水平、收入状况）。

宏、微观经济学的区别还反映在关于企业投资的讨论中。宏观经济学中，我们需要了解决定企业总投资率的因素以及这些投资对一国的总产出、就业及物价水平产生影响的路径。而微观经济学中，我们关注的是各家企业关于生产率、生产要素的抉择以及具体物品的定价决策。

了解宏、微观经济学的区别并非难事。在现实社会，宏观经济的表现有赖于微观行为，而微观行为又受宏观经济表现的影响。因此，人们只有了解了所有经济活动的参与者的行为方式及其成因，才能充分了解整个经济的运作方式。但是，就如你会开车而不懂发动机的构造原理那样，你能观察到经济运行方式但并不能完全解开其中奥秘。在宏观经济学中我们注意到经济这部汽车在踩油门时加速，

踩刹车时减速。这就是我们在大多数情形下所需了解的一切。然而，汽车总有出故障的时候。如出了故障，我们必须更多地了解踏板的运行原理。这就引导我们进行微观的研究。各个零件是如何发挥作用的？哪些零件能够被修理亦或应该得到修缮？

Passage Two

在寻找消费者行为的解释时，我们不得不承认经济学中得不到所有的答案。但它确实提供了一个有别于其它研究领域的独特视角。

虽然精神病学家和社会学家为各种不同的消费模式提供了诸多理由，但他们的解释都显得不够充分。充其量，社会精神病学理论告诉我们为什么青少年、男人、女人渴望某种特定的商品或服务。他们并未解释该实际购买哪种商品。渴望只是消费过程中的第一步。为了获得商品和服务，一个人必须愿意并且能够为他想要的东西付钱。生产者不会因为你想满足自己的渴望（如弗洛伊德所说）而把他们的产品给你。他们希望你用钱来交换他们的产品。因此，价格和收入与更基本的渴望和偏好一样都与消费决策相关。

当然，在解释消费者行为时，经济学家把重点放在商品和服务的需求上。说某人需要一件特定的商品意味着他有能力并且愿意按某种价格购买该商品。在市场上，金钱至上：支付意愿和能力是关键。决定一人购买特定商品的意愿和能力的因素有哪些？经济学家发现四大影响消费者需求的因素：偏好、收入、预期以及其它商品的价格。请再次注意，渴望（偏好）只是决定需求的其中一个因素。其它决定因素（收入、预期、其它商品）也会影响到一个人是否愿意并且能够按特定价格购买某件商品。

III.

Passage one

The market for a good consists of the actual and potential buyers and sellers of that good. For any given price, the demand curve shows the quantity that demanders would be willing to buy, and the supply curve shows the quantity that suppliers of the good would be willing to sell. Suppliers are willing to sell more at higher prices (supply curves slope upward) and demanders are willing to buy less at higher prices (demand curves slope downward). Market equilibrium, the situation in which all buyers and sellers are satisfied with their respective quantities at the market price, occurs at the intersection of the supply and demand curves. The corresponding price and quantity are called the equilibrium price and the equilibrium quantity. Unless prevented by regulation, prices and quantities are driven toward their equilibrium values by the actions of buyers and sellers. If the price is initially too high, frustrated sellers will cut their price in order to sell more. If the price is initially too low, so that there is excess demand, competition among buyers drives the price

upward. This process continues until equilibrium is reached.

Passage two

Some of the broad issues that macroeconomists study are: sources of economic growth and improved living stands; trends in average labor productivity (or output per employed worker); short-term fluctuations in the pace of economic growth (recessions and expansions); causes and cures of unemployment and inflation, economic independence among nations. To help explain differences in economic performance among countries, or in economic performance in the same country at different times, macroeconomists study the implementation and effects of macroeconomic policies. We defined macroeconomic policies as government policies that affect the performance of the economy as a whole. There are three major types of macroeconomic policy: monetary policy, fiscal policy and structural policy. The term monetary policy refers to the determination of the nation’s money supply. Fiscal policy refers to decisions that determine the government’s budget, and the term structural policy includes government policies aimed at changing the underlying structure, or institutions, of the nation’s economy.

IV.

Passage One

driven, accounts, weaker, as, over, linked, dependent, firm, slow, share, contribution, impact, relying, growth, domestic

Passage two

charges, perfectly, greater, inequality, level, reason, competitive, price, trends, structures, relatively, that, in, allocating, created

V.

2. F

3. A

4. D

5. B

6. E

Unit Two

I.

1. 最惠国待遇J

2. 关税与贸易总协定I

3. 服务贸易总协定K

4. 与贸易相关的知识产权H

5. 自由贸易区C

6. 国民待遇B

7. 贸易壁垒L

8. 多哈发展议程D

9. 倾销E

10. 政府采购A

11. 乌拉圭回合G

12. 过度型经济（体）F

II.

Passage One

关贸总协定的主要条款

序言

缔约各国政府认为在处理它们的贸易和经济事业的关系方面，应以提高生活水平、保证充分就业、保证实际收入和有效需求的巨大持续增长、扩大世界资源的充分利用以及发展商品的生产与交换为目的。

期望达成互惠互利协议，导致大幅度地削减关税和其他贸易壁垒，取消国际贸易中的歧视待遇，以对上述目的作出贡献。

经各国代表谈判达成如下协议：

第一条一般最惠国待遇

1．在……关税方面，在输出和输入的规章手续方面……一缔约国对来自或运往其他国家的产品所给予的利益、优待、特权或豁免，应当立即无条件地给予来自或运往所有其他缔约国的相同产品。

第三条国内税与国内规章的国民待遇

1．各缔约国认为：国内税和其他国内费用，影响产品的国内销售……的法令、条例和规定在对进口产品或国产品实施时，不应用来对国内生产提供保护。

第六条反倾销税和反贴补税

1．各缔约国认为：用倾销的手段将一国产品以低于正常价值的办法挤入另一国贸易内，如因此对某一缔约国领土内已建立的某项工业造成重大的损害或产生重大威胁，或者对某一国内工业的新建产生严重阻碍，这种倾销应该受到谴责…… 本条所称一产品以低于它的正常价值挤入进口国的贸易内，系指从一国向另一国出口的产品的价格：

a. 低于相同产品在出口国用于国内消费时在正常情况下的可比价格，或

b. 如果没有这种国内价格，低于：

（１）相同产品在正常贸易情况下向第三国出口的最高可比价格；或

(２）产品在原产国的生产成本加合理的推销费用和利润……

第十一条数量限制的一般取消

1．任何缔约国除征收税捐或其他费用以外，不得设立或维持配额、进出口许可证或其他措施以限制或禁止其他缔约国领土的产品的输入，或向其他缔约国领土

输出或销售出口产品。

第十六条贴补

1．任何缔约国如果给予或维持任何贴补，包括任何形式的收入支持或价格支持在内，以直接或间接增加从它的领土输出某种产品或减少向它的领土输入某种产品，它应将这项贴补的性质和范围、这项贴补对输出入的产品数量预计可能产生的影响以及使得这项贴补成为必要的各种情况，书面通知缔约国全体。如这项贴补经判定对另一缔约国的利益造成严重损害或产生严重威胁，给予贴补的缔约国，应在接到要求后与有关的其他缔约国或缔约国全体讨论限制这项贴补的可能性。

第十七条为保障国际收支而实施的限制

1．虽有本协定第十一条第一款的规定，任何缔约国为了保障其对外金融地位和国际收支，可以限制准许进口的商品数量或价值。

第十九条对某些产品的进口的紧急措施

1．（a）如因意外情况的发展或因一缔约国承担本协定义务（包括关税减让在内）而产生的影响，使某一产品输入到这一缔约国领土的数量大为增加，对这一领土内相同产品或与它直接竞争产品的国内生产者造成严重损害或产生严重的威胁时，这一缔约国在防止或纠正这种损害所必需的程度和时间内，可以对上述产品全部或部分地暂停实施其所承担的义务，或者撤销或修改减让。

Passage Two

虽然每次（贸易政策）审议强调的是各成员国的具体问题和措施，但在2007年的审议中出现了一些共性的议题，包括：

政策制定及实施的透明度问题；

经济环境及贸易自由化问题；

区域性贸易协定及其与多边贸易体制的关系；

关税问题，包括：关税上限、关税升级、关税优惠、关税的合理调整及适用税率和约束税率的差额；

清关程序；

进出口限制措施及许可证审批程序；

应急措施的启用，如反倾销税及反补贴税；

技术性及卫生措施和市场准入问题；

实施的标准及遵循国际规范的情况；

知识产权的立法与执法情况；

政府采购政策及措施；

国有化及私有化计划；

与贸易相关的竞争及投资政策；

激励措施，如补贴和税收减免；

各行业的贸易政策问题，尤其是农业与服务业的开放问题；

《服务贸易总协定》的承诺情况；

特殊差别待遇，包括市场准入及执行情况，尤其在海关估价、《与贸易相关的知识产权》及《与贸易相关的投资措施》方面；

实施世贸组织协定的技术支持、贸易援助的经验及综合框架。

III.

Passage one

The mercantilists believed that a nation could gain in international trade only at the expense of other nations. As a result, they advocated restrictions on imports, incentives for exports, and strict government regulation of all economic activities. According to Adam Smith, trade is based on absolute advantage and benefits both nations. That is, when each nation specializes in the production of the commodity of its absolute advantage and exchange part of its output for the commodity of its absolute disadvantage, both nations end up consuming more of both commodities. Absolute advantage, however, explains only a small portion of international trade today. David Ricardo introduced the law of comparative advantage. This postulates that even if one nation is less efficient than the other nation in the production of both commodities, there is still a basis for mutually beneficial trade. The less efficient nation should specialize in the production and export of the commodity in which its absolute disadvantage is less. Gottfried Haberler came to the “rescue” by explaining the law of comparative advantage in terms of the opportunity cost theory. This states that the cost of a commodity is the amount of a second commodity that must be given up to release just enough resources produce one additional unit of the first commodity.

Passage two

The Uruguay Round of trade negotiations was completed in December 1993. It called for the reduction of average tariffs on industrial goods from percent to 3 percent, for quotas to be replaced by tariffs, and for antidumping and safeguards to be tightened. The agreement also called for reduction in agricultural export subsidies and industrial subsidies, and for protection of intellectual property. During 1996 and 1997, agreements were reached to open up trade in telecommunications, financial services, and information technology. In July 2000, EU-Mexico free trade agreement became effective; in November 2001, the Doha Round was initiated; in December 2001, China became the 144th member of WTO; and in August 2002, Congress granted the president trade negotiating authority or fast track. The attempt to launch a new “Millennium Round” failed when nations were unable to reach agreement on

the agenda at the trade conference in November 2001. Nevertheless, protectionism remains high, especially in agriculture and textile, which are of great importance to developing countries, and antidumping and safeguards are abused. In addition, the trade and restructuring problems of former communist countries have not been adequately addressed, the world is breaking down into a few major trading blocs, and a serious antiglobalization movement has come into existence.

IV.

Passage one

growth, partly, post, agreement, tariffs, each, exchange, reductions, completed, extending, liberalization, goods, quota, adhere to, intellectual, created, regular, disputes, entry, called, increasingly

Passage two

push, come, over, announced, trading, arisen, interdependence, strategic, open, trend, globalization, environmental, interconnect, most, increasingly, global

V.

1．C 2. A 3. F 4. E 5. D 6. B

Unit Three

I.

1. 通货膨胀C

2. 中央银行E

3. 经常账户O

4. 汇率H

5. 贸易收支K

6. 贸易赤字N

7. 财政政策M

8. 直接投资L

9. 现金流量表B

10. 复式记账法D

11. 证券投资G

12. 国际货币基金组织I

13. 浮动汇率A

14. J曲线效应J

15.供应链管理F

Ⅱ.

Passage one

美联储的货币政策和行为注重所谓的货币总量。货币总量的作用是度量任何时候可供给经济社会的货币总额。

最基础的货币总量是基础货币，也称为高能货币。基础货币被定义为流通中的现金（硬币和公众持有的联邦储备发行的钞票）加上银行体系中所有的准备金。值得注意的是，准备金构成基础货币的一部分，而准备金受美联储控制。因此，基础货币是美联储运用各种货币工具最能影响的一种货币总量。

具有交换媒介职能的工具—货币和活期存款—也包含在货币总量中，有时也称为狭义货币量，以M1表示。因此M1度量的是经济社会中交换媒介（货币和活期存款）的总量。

M2是更广义的货币量，包括所有具有价值储藏功能、用以替代货币的工具。因此，M2 定义为M1加上银行及储蓄机构定期和活期存款、投资于零售货币市场共同基金的美元及其他账户，如隔夜回购协议。一些分析家又发展了其他两种货币量M3和L（针对流动资产）。

这些货币量等于M2 加上某些其他金融资产，包括长期定期存款、商业票据、银行承兑票据和某些国库券。

Passage two

通过对国际经济的分析可将贸易平衡的调整过程分为三个阶段：1）外汇合约期；2）传递期；3）数量调整期。这三个过程及其产生的整个贸易平衡的调整路径呈现倒“J”形。这一调整路径称为J曲线调整路径。

在第一阶段，即外汇合约期，没有预期的本币的突然贬值其影响并不确定，因为所有出口和进口合约都已生效。无论是盈利还是亏损，签署这些合约的公司都必须履行合约义务。

贸易平衡调整路径的第二阶段称为传递期。当汇率变动时，进口商和出口商最终必定将汇率变动转嫁到其产品价格上。例如，在美元大幅贬值后，向美国市场销售产品的外国生产商必须弥补其国内生产成本。这一需求使该外国公司必须报更高的美元价格以获取足够多的本币。该外国公司必须在美国市场提价。美国的进口价格大幅提高，所有的汇率变动最终都转嫁到价格上。相似的，因为美元便宜了，美国的出口价与国外竞争对手比廉价得多。

第三个也是最后一个阶段，数量调整期，完成了本币贬值后的贸易平衡调整。随着传递期之后进口和出口价格发生变化，美国国内市场和出口市场的消费者将根据新的价格调整需求。进口相对更贵，所以需求量下降。出口相对更便宜，所以需求量增加。贸易平衡—出口消费少于进口消费—得到改善。

遗憾的是，这三个过程不会一夜间完成。许多国家，像美国，已经历了汇率

的大幅变动，也看到了这一调整过程在较长的时期内发生。

Ⅲ.

Passage one

A financial market is a market where financial assets are exchanged ., traded). Although the existence of a financial market is not a necessary condition for the creation and exchange of a financial asset, in most economies financial assets are created and subsequently traded in some type of financial market. The market in which a financial asset trades for immediate delivery is called the spot market or cash market. Financial markets provide the following economic functions:

First, the interactions of buyers and sellers in a financial market determine the price of the traded asset. Or, equivalently, they determine the required return on a financial asset. As the inducement for firms to acquire funds depends on the required return that investors demand, it is this feature of financial markets that signals how the funds in the economy should be allocated among financial assets. This is called the price discovery process.

Second, financial markets provide a mechanism for an investor to sell a financial asset. Because of this feature, it is said that a financial market offers liquidity, an attractive feature when circumstances either force or motivate an investor to sell. If there were not liquidity, the owner would be forced to hold a debt instrument until it matures and an equity instrument until the company is either voluntarily or involuntarily liquidated. While all financial markets provide some form of liquidity, the degree of liquidity is one of the factors that characterize different markets.

The third economic function of a financial market is that it reduces the cost of transacting. There are two costs associated with transacting: search costs and information costs.

Passage two

The foreign exchange market provides the physical and institutional structure through which the money of one country is exchanged for that of another country, the rate of exchange between currencies is determined, and foreign exchange transactions are physically completed. Foreign exchange means the money of a foreign country; that is, foreign currency bank balances, banknotes, checks, and drafts. A foreign exchange transaction is an agreement between a buyer and seller that a fixed amount of one currency will be delivered for some other currency at a specified rate.

The foreign exchange market is the mechanism by which participants

transfer purchasing power between countries, obtain or provide credit for international trade transactions, and minimize exposure to the risks of exchange rate changes. The foreign exchange market consists of two tiers: the interbank or wholesale market, and the client or retail market. Individual transactions in the interbank market are usually for large sums that are multiples of a million . dollars or the equivalent value in other currencies. By contrast, contracts between a bank and its clients are usually for specific amounts.

Banks, and a few nonblank foreign exchange dealers, operate in both the interbank and client markets. They profit from buying foreign exchange at a bid price and reselling it at a slightly higher ask (also called offer) price. Competition among dealers worldwide narrows the spread between bid and ask and so contributes to making the foreign exchange market efficient in the same sense as in securities markets.

Importers and exporters, international portfolio investors, MNEs, tourists, and others use the foreign exchange market to facilitate execution of commercial or investment transactions. Their use of the foreign exchange market is necessary but nevertheless incidental to their underlying commercial or investment purpose. Some of these participants use the market to “hedge” foreign exchange risk.

Ⅳ.

Passage one

thoughtful annual recovered relatively outgrowing well inevitably process charge discussion topics deposits flight liberalization between extremely deal with stimulus, expectation relied

Passage two

support tightly provide confidence currency improve clients further decade set up makes sense keen restore engaged accounting for

Ⅴ.

Unit Four

I.

1. 战略规划B

2．战略家A

3．顾客忠诚度E

4．战略制定I

5．竞争优势G

6．广告效果L

7．核心竞争力F

8．员工士气H

9．公司使命J

10．合资企业C

11．战略管理K

12．战略评估D

II.

Passage One

战略家组织企业收集、分析和整理信息。他们跟踪产业和竞争态势，建立预测模型并进行场景分析，评价公司和下属部门的绩效，评估正在出现的市场机会，识别经营威胁，提出创造性的行动计划。通常，在企业管理高层可能设置战略计划人员，他们经常提供支持服务工作或独立发挥作用，为企业决策提供颇有价值的依据。首席执行官是显而易见的最挑剔的管理者。所有对某一单位或部门负责的经理人员，无论是对盈亏结果负责，还是直接对某项业务的经营活动负责，都可以统称为战略管理者（或战略家）。

企业千差万别，战略家也因此各不相同。我们必须从战略制定、实施和评价三个不同阶段考察战略家之间的不同。战略家不选择某些类型的战略常常是因为他所坚持的经营哲学与众不同。战略家的差异主要表现在如下方面：态度、价值观、伦理道德、承担风险的意愿、社会责任感、对盈利的关注、对短期目标和长期目标的偏爱、管理风格。

Passage Two

在战略实施中非常重要的管理问题包括：确定年度目标，出台政策，配置资源，调整已有组织结构，重组或流程再造，修正薪酬与激励计划，将变革的阻力减小到最低程度，将管理人员与战略相匹配，开发战略支持性文化，调整生产与作业过程，开发有效的人力资源功能系统，如果需要，还有规模小型化等。当战略实施促使企业沿着一个全新重要方向前进时，管理的变革将变得非常重要。

企业全体人员都应尽早地、直接地参与战略实施决策。他们在战略实施中的作用以对战略制定活动的参与为基础。战略家切实就战略实施承担起个人职责，对管理人员和员工来说，是必要而有力的激励。很多时候，战略家因过于忙乱而不能积极支持战略实施。他们对战略实施关心不够，直接影响着企业的成功。企

业制定目标与战略的依据，应当得到企业全体员工的充分理解，并在企业内部充分交流。企业的所有成员，都应当了解主要竞争对手的经营结果、产品、计划、行动和业绩状况。企业应当明确面临的主要外部机会与威胁，应当对管理人员和员工提出的问题做出回答。自上而下的信息传递，常常是得到内部成员自下而上支持的必要条件。

企业需要在各个方面高度关注竞争对手，以便收集并在企业内部广泛传播竞争情报。企业中的每一位员工，都应将自己的努力与行业领先企业的相应水平对比，从而将来自竞争对手的挑战分解到每个人身上。对企业战略家来说，这是一项极大的挑战。企业应该对管理者和雇员进行培训，确保他们拥有并保持成为世界领先水平的工作者所必需的技能。

III.

Passage One

Objectives, strategies, and policies have little chance of succeeding if employees and managers are not motivated to implement strategies once they are formulated. The motivating function of management includes at least four major components: leadership, group dynamics, communication, and organizational change. When managers and employees of a firm strive to achieve high levels of productivity, this indicates that the firm’s strategists are good leaders. Good leaders establish rapport with subordinates, empathize with their needs and concerns, set a good example, and are trustworthy and fair. Leadership includes developing a vision of the firm’s future and inspiring people to work hard to achieve that vision.

Communication, perhaps the most important word in management, is a major component in motivation. An organization's system of communication determines whether strategies can be implemented successfully. Good two-way communication is vital for gaining support for departmental and divisional objectives and policies. Top-down communication can encourage bottom-up communication. The strategic-management process becomes a lot easier when subordinates are encouraged to discuss their concerns, reveal their problems, provide recommendations, and give suggestions. A primary reason for instituting strategic management is to build and support effective communication networks throughout the firm.

Passage Two

Strategy evaluation is necessary for all sizes and kinds of organization. Strategy evaluation should initiate managerial questioning of expectations and assumptions, should trigger a review of objectives and values, and should stimulate creativity in generating alternative and formulating criteria of

evaluation. Strategy-evaluation activities should be performed on a continuing basis, rather than at the end of specified periods of time or just after problems occur. Managers and employees of the firm should be continually aware of progress being made towards achieving the firm's objectives. As a critical success factors change, organization members should be involved in determining appropriate corrective action.

The difficulty in the process of strategy evaluation is as following:

1. Increase in environment's complexity

2. Difficulty predicting future with accuracy

3. Increasing number of variables

4. Rate of obsolescence of plans

5. Domestic and global events

6. Decreasing time span for planning certainty

IV.

Passage One

direction fulfill However that desires too which one both possible therefore from latter

Passage Two

capital developing favor mission globalization against generation financial possible economics senior resign

V.

1C 2A 3D 4E 5B 6F

Unit Five

I.

1. 营销组合C

2. 目标市场F

3. 营销策略G

4. 市场细分A

5. 一般市场E

6. 产品市场H

7. 市场渗透B

8. 多目标市场策略D

II.

Passage One

由于服务通常是同时生产和消费的，所以顾客常常出现在企业的工厂内，与企业员工直接接触，并且实际上成为服务生产过程的一部分。同时，因为服务是无形的，顾客常常总是在寻找有形的提示以帮助自己了解服务体验的本质。比如，在旅馆业，酒店的设计、布置以及员工的外貌和态度会影响到顾客的感知和体验。

承认这些额外变量的重要性使得服务营销人员采纳服务营销组合这个延伸的概念。除了传统的4P’s，服务营销组合还纳入了人员、有形展示和过程。

人员参与服务提供并因此而影响购买者感觉的全体人员，即企业员工、顾客以及处于服务环境中的其他顾客。

有形展示服务提供的环境、企业与顾客相互接触的场所，以及任何便于服务履行和沟通的有形要素。

过程服务提供的实际程序、机制和作业流，即服务的提供和运作系统。

Passage Two

公司的现有产品面临着有限的生命周期，因此必须以新产品来替代。但是新产品也可能失败，因为创新的风险和回报一样大。新产品成功的关键在于整个企业的共同努力、缜密的计划以及系统化的新产品开发。新产品开发包括八个阶段。始于构思产生，然后是构思筛选，公司根据自己的标准将剔出某些创意。构思筛选后形成产品概念，从消费者的角度勾画详细的产品概念。下一步将进行概念测试，让一些目标群体测试产品概念，以确定产品的吸引力。通过的产品概念将进入营销策略制定阶段，从产品概念的角度制定营销策略。在商业分析阶段，将分析产品的销售、成本、利润以确定是否符合公司的目标。通过了以上阶段，产品概念将进行具体的产品开发，然后市场测试，最后推广到实处。

每种产品都有一个生命周期，以一组不断变化的问题和机遇为标志。典型的产品销售曲线为S型，由五个阶段组成。产品生命周期从产品开发期开始，企业寻找并开发一种新产品构思。产品引入期以缓慢增长和较低利润为标志，在该阶段，产品进入销售渠道并到达市场。如果成功的话，该产品就进入成长期，以快速增长的销售和不断增长的利润为标志。接着便是成熟期，销售增长缓慢，利润保持稳定。最后，产品进入销售和利润都缩减的衰退期。在该阶段，公司的主要任务是确认处于衰退期的产品，并决定是维持还是放弃该产品。

III.

Passage One

Today’s successful companies----whether large or small, for-profit or non-profit, domestic or global----share a strong customer focus and a heavy commitment to marketing. Many people think of marketing as only selling or advertising. But marketing combines many activities----marketing research, product development, distribution, pricing, advertising, personal selling, and others----designed to sense, serve, and satisfy consumer needs while meeting the organization’s goals. Marketing seeks to attract new customers by

promising superior value and to keep current customers by delivering satisfaction.

Marketing operates within a dynamic global environment. Rapid changes can quickly make yesterday’s winning strategies obsolete. Marketers face many challenges and opportunities. To be successful, companies will have to be strongly market focused.

Marketing is a social and managerial process whereby individuals and groups obtain what they need and want through creating and exchanging products and value with others. The core concepts of marketing are needs, wants, and demands; products and services; value, satisfaction, and quality; exchange, transactions, and relationships; and markets. Wants are the form assumed by human needs when shaped by culture and individual personality. When backed by buying power, wants become demands. People satisfy their needs, wants, and demands with products and services. A product is anything that can be offered to a market to satisfy a need or want. Products also include services, and other entities such as experience, persons, places, organizations, information, and ideas.

Passage two

Good products and marketing programs start with a complete understanding of consumer needs and wants. Thus, the company needs sound information in order to produce superior value and satisfaction for customers. The company also requires information on competitors, resellers, and other actors and forces in the marketplace.

The marketing information system (MIS) consists of people, equipment and procedures to gather, sort, analyze, evaluate, and distribute needed, timely, and accurate information to marketing decision makers. A well-designed information system begins and ends with users. The MIS first assesses information needs, then develops information from internal databases, marketing intelligence activities, and marketing research. Internal databases provide information on the company’s own sales, costs, inventories, cash flows, and accounts receivable and payable. Such data can be obtained quickly and cheaply but often need to be adapted for marketing decisions. Marketing intelligence activities supply everyday information about developments in the external marketing environment. Marketing research consists of collecting information relevant to a specific marketing problem faced by the company. Lastly, the MIS distributes information gathered from these sources to the right managers in the right form and the right time to help them make better marketing decisions.

Some marketers face special marketing research situations, such as those conducting researching in small business, nonprofit, or international situations. Marketing research can be conducted effectively by small businesses and nonprofit organizations with limited budgets. International marketing researchers follow the same steps as domestic researchers but often face more and different problems. All organization need to respond responsibly to major public policy and ethical issues surrounding marketing research, including issues of intrusion on consumer privacy and misuse of research findings.

IV.

Passage one

responsible; development; tailoring; likely; instead; focused; state; introduced; reliance; serve; preference; identifying; broaden; distribution; accustomed; capture; what; gain; validity; reason

Passage two

survey; significantly; both; published; which; recipient; for; chosen; honoring; named; consulted; strategy; member; from; throughout; apply; competitiveness; position; global

V.

1. C

2. E

3. B

4. A

5. F

6. D

Unit Six

I.

1. 簿记E

2. 财务报表K

3. 国际会计准则理事会H

4. 国际会计师联合会A

5. 内幕交易C

6. 逃税B

7. 财务会计J

8. 管理会计D

9. 税务会计L

10. 国际会计准则F

11. 独资（经营）G

12. 政府会计I

II.

Passage One

从会计的正规定义开始显得较为适宜：会计是用来估量并呈报某一经济单位财务信息的一连串的概念和技巧。该经济单位通常被视为一家独立经营企业。这些信息将呈报给各种不同的利益方，包括企业管理者、业主、债权人、政府机构、金融分析师，甚至雇员。这些财务信息的用户们以这样或那样的方式关注着自身在该会计主体中的利益。企业管理者需要会计信息作出成熟的领导决策。投资者们期望企业盈利以最终能从中得到分派（比如：“股息”或“红利”）。债权人总是关注该会计主体的偿债能力。政府机构需要会计信息以实施征税和调控。分析师们利用会计数据作为投资方案形成的基础。员工们为了自身事业的发展希望为成功经营的企业效力，而且他们的奖金和选择与企业的绩效息息相关。特定主体的会计信息有助于满足所有各利益方的的需求。

对利益方的划分造成对会计这门学科的合理分类：财务会计和管理会计。财务会计注重的是向企业外部人员呈报信息。相反，管理会计着眼于为内部管理层提供信息。也许要弄清楚需要如此区分的原因是件麻烦的事，毕竟我们只是呈报财务事实而已。让我们进一步了解其中的区别。

Passage Two

可见会计已经演化成为一个复杂的消息系统——而计算机技术则提供了必要的速度、强大的功能、准确性、效率及更及时地组织信息。

当系统获取了某项交易的信息时，这些信息被保存在一个数据库中——这个过程类似于交易从最初记录的分类帐进行过账后，最终会停留在总帐上。所谓数据库管理系统，就是指为了让用户通过在线查询或运行预先定义的报表实现与数据的交互过程而进行数据存储的一种应用软件。数据仓库是对企业的数据源重新加工形成的大型集合——这些超级数据库提供了优质、易获取的数据，因此能够使用户以创新的方式对数据进行处理和转换。数据挖掘技术使企业能够对数据仓库进行搜索，找出数据之间的关系，这些关系可以提供对企业的新认识——如果没有数据挖掘技术，这项任务就五分伪钞。结构化查询语言是目前用来与数据库进行交互活动以生成预定义报表和提供临时性信息查询的界面语言。运用目前的技术，任何一个了解数据库基本结构和关系的用户都可以有效地获取和使用信息。

到目前为止，在互联网上列示的大部分财务信息都是相对静止的，大多只包括季报和年报，而且列示方式与打印出来的传递公司财务状况和经营成果的年报相类似。随着即将成为所有经营报告数字化语言的工具——可展开经营报告语言的发展，基于互联网的财务别高级方式将产生相当大的变化。

III.

Passage one

Accounting is the process of identifying, measuring, and communicating

economic information about an organization for the purpose of making decisions and informed judgement. Users of financial statements include management, investors, creditors, employees, and government agencies. Decisions made by users relate, among other things, to entity operations, investment, credit, employment, and compliance with laws. Financial statements support these decisions because they communicate important financial information about the entity. Financial accounting generally refers to the process that results in the preparation and reporting of financial statements for an entity. Bookkeeping procedures are used to accumulate the results of many of an entity’s activities. Managerial accounting is concerned with the use of economic and financial information to plan and control many of the activities of the entity and to support the management decision-making process. Cost accounting is a subset of managerial accounting that relates to the determination and accumulation of product, process, or service costs. Managerial accounting and cost accounting have a primarily internal orientation, as opposed to the primarily external orientation of financial accounting. Integrity, objectivity, independence, and competence are several characteristics of ethical behaviour required of a professional accountant. High standards of ethical conduct are appropriate for all persons, but professional accountants have a special responsibility because so many people made decisions and informed judgements using information provided by the accounting process.

Passage two

The balance sheet is a listing of the organization’s assets, liabilities, and owner’s equity at a point in time. In this sense, the balance sheet is like a snapshot of the organization’s financial position, frozen at a specific point in time. Assets are probable future economic benefits obtained or controlled by a particular entity as a result of past transactions or events. Liabilities are probable future sacrifices of economic benefits arising from present obligations of a particular entity to transfer assets or provide services to other entities in the future as a result of p ast transactions or events. Owner’s equity is the ownership right of the owners of the entity in the assets that remain after deducting the liabilities, which is sometimes referred to as net assets. This relationship is known as the accounting equation. Current assets are cash and those assets likely to be converted to cash or used to benefit the entity within one year of the balance sheet date, such as accounts receivable and inventories. Current liabilities are expected to be paid or otherwise satisfied within one year of the balance sheet date. The balance sheet as of the end of a

fiscal period is also the balance sheet as of the beginning of the next fiscal period.

IV.

Passage one

position; equity; financial; applies; categories; difference; worth; equal; way; how; other; other; balance; values; bookkeeping; profits; inventories; turn; owe; withdraw; liabilities

Passage two

participating; quality; objective; benefits; across; cooperation; setters; standard-setting; cross-border; single; accepted; exist; financial; although; foreign; pursuit; different; matter; on; relationship

V.

1. C

2. D

3. F

4. A

5. B

6. E

Unit Seven International Business

I.

1. 知识产权B

2．专利使用费，版税L

3．品牌D

4．国内生产总值C

5．有形贸易H

6．国际商务G

7．关税区E

8．服务业K

9．无形贸易J

10．版权A

11．价值链F

12．专利I

II.

Passage One

经济“全球化”是一个历史过程，是人类创新和技术进步的结果。它是指全世界各国经济之间，特别是通过贸易和金融活动，实现的不断加强的一体化。有时，这个词汇也指人员（劳动力）和知识（技术）的跨国境流动。更广泛的讲，也存在着文化、政治和环境方面的全球化。

20世纪80年代以来，这个词汇就已经被经常使用了，反映了技术的进步使

国际交易——贸易和金融活动更快更容易地完成。它是指几个世纪以来一直活跃于各层次人类经济活动（乡村市场、城市工业或金融中心）中的同样的市场力量超过了国境。

Passage Two

欧元是欧盟的单一货币。欧盟的十一个成员国经过多年的谈判及准备，于1999年1月1日成立经济与货币联盟（EMU）。欧元以非现金形式出现，同时各国现行货币与欧元的汇率被固定，且不可撤销。欧元区目前由12个国家组成：奥地利，比利时，芬兰，法国，德国，希腊，爱尔兰，意大利，卢森堡，荷兰，葡萄牙和西班牙。

只有欧盟的成员国在通过马斯特里赫特条约设定的经济测试后才有资格加入欧元区。条约规定经济实体国家必须在通货膨胀，公共赤字及债务，汇率和利率方面具有一定水平的控制能力。这些目标不仅可以确保稳定的经济环境，同时也保证了加入欧元区国家间一定水平的融合程度，从而使得经济和货币联盟能够正常运作。

欧元的发行和欧洲货币联盟的形成将在世界货币体系重新整合的过程中发挥至关重要的作用。这主要表现在使该体系更为平衡和对称。使用单一货币将更好地协调欧元区成员国各自的经济政策，而这会使欧元区的经济地位变得更为显著，超过日本并足以与美国抗衡。由于欧洲各国货币间的矛盾不复存在，欧元区的经济对汇率波动将不再那么敏感。在欧洲货币联盟建成之后，随着一个高效率的跨国界支付制度的实施，欧洲的金融市场将在真正意义上实现一体化。

III.

Passage One

Despite various initiatives for the least developed and other developing countries, such as the renewal of the Generalized System of Preferences by several individual OECD countries as well as the EU, there is little prospect today of moving towards a concerted initiative favoring global duty-free, quota-free market access for the least developed countries. Studies recently conducted by the OECD suggest that non-reciprocal trade preferences have generated limited (at best) economic success in terms of increasing the trade shares of developing countries and fostering their growth and diversification.

The developed world should intensify its efforts in helping poor countries to develop and diversify their productive capacity, particularly in agriculture, so that poor countries might take further advantage of trade liberalization. Trade capacity building is not a substitute for market access and developing countries understand this very well. The capacity gap, however, needs to be bridged so that poor countries can fully enjoy the benefits of an open, rules-based multilateral trade system.

商务英语阅读习题及答案一.doc

II) Match each one on the left with its correct meaning on the right 1. motivation 2. pursue 3. mark up 4. procurement 5. intangible 6. cargoroyalty 商务英语阅读习题（一） I) Comprehension 1. What is international trade? 2. What are the major motivations for private firm to operate international business? 3. What measures do most companies usually adopt to avoid wild swings in the sales and profits? 4. Pleas give the four major modes chosen by most companies when entering into international trade. 5. Could you find any difference between Direct Investment and Portfolio Investment? If you can, please tell the main reasons. 6. What is MNE? What are its synonyms? 7. What limits a firm's sales? A. to make continual efforts to gain sth. B. the action of obtaining, esp. by efforts of careful attention. C. which by is its nature can not be known by senses, not clear and certain, not real. D. the goods (freight) carried by a ship, plane or vehicle. E. the amount by which a price is raised. F. profit, interest- G. the net value of assets or interest, invest. 8. equity 股本，资产净值 H. not needing other things or people, taking decisions alone. 9. yield I. a share of the profits. 10. independent J. need or purpose. 2. A 3.E 4.B 5. C 6.D 7.1 8.G 9.F 10.H HI) Fill in the blanks with the words or expressions given below and if necessary, put the word in the right form. A. orientation B. diversify C. seek out D. differentiate...from E. take advantage of F. undergo G. bring about H. correspond L abandon J. amount to K. Come after L. approach 1. That factory is trying to B its products to sell in different markets. 2. A successful businessman is always skilled in E every possible opportunity. 3. Reforming and opening to the world has G great changes in our lives. 4. Can you D this kind of operating the others? 5. Private firm going in for international business have a profit A 6. He I his company and family and went away with all the money. 7. The L of winter brings cold weather. 8. The manager's words J a refusal to the proposal.

商务英语阅读教程3答案之令狐文艳创作

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Key to Unit Two Myths and Legends Overview Warm-up Activities Intensive Reading Extensive Reading Reading & Writing Warm-up Activities I. Starting up A.Decide from your common sense which of the following is a myth, a legend or a fable. Then compare them with your partner’s. ?Kua Fu Chases the Sun. (myth) ?Yu the Great Conquers the Flood. (legend) ?Nü Gua Mends the Sky. (myth) ?The Town Mouse and the Country Mouse. (fable) ?Zeus, Prometheus and Pandora. (myth) ?Mark the Boat for a Dropped Sword. (fable) ?Venus, the Roman goddess of love. (myth) ?King Arthur and the Knights of the Round Table. (legend) ?The Wolf in Sheep’s Clothing. (fable) ?Robin Hood---Bold Outlaw of Barnsdale and Sherwood Forest. (legend) II. Listening Listen to the following three passages and then do the relevant exercises. A. Listen to Passage 1 and answer the questions. 1. Their names are Plan Ahead, Think Fast, and Wait and See. 2. Towards the same issue, the three fish made different responses: Plan Ahead said, “I'm swimming down the ri ver tonight!” Think Fast said, “I'm sure I'll come up with a plan.” Wait and See lazily said, “I just can't think about it now!” 3. When the fisherman cast his nets, Plan Ahead was long gone. But Think Fast and Wait and See were caught! Think Fast quickly rolled his belly up and pretended to be dead and so the fisherman threw him safely back into the water. But, Wait and See ended up in the fish market. B.Listen to Passage 2 describing the myth and legend which surround St George’s Day and complete the sentences below. 1.slayer, saviour, medieval texts and art, little information about

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《电子商务专业英语》教学大纲 一、课程教学目标 《电子商务专业英语》是电子商务专业及方向的一门专业任选课。通过本课程的学习，学生应实现如下目标： 1．知识目标：使学生熟悉掌握电子商务流程中常常见到的英语单词、短语、句子，具备对简单电子商务英语的听、说、读、写的能力，同时也可以帮助同学提升基础英语水平。 2．能力目标：逐步培养和提高学生的英语熟练性应用能力，提高学生电子商务方面的英语交际能力，尤其是口头交际能力。 3．情感目标：使学生认识到英语学习的重要性，提高学生的语言技能，增强学生的自我认知能力，树立正确的人生观和价值观。 二、课程教学基本要求 课前认真预习，上课认真听课，积极参与课堂互动，多听多说，课后能巩固应用相关知识。 三、课程教学内容与学时分配

四、教学方法与策略 课程以课堂讲授和情境表演为主，辅以课堂互动、分组讨论、视频教学等方法和手段。 五、学生学习成效评估方式 本课程是考查课程，最终的期末考查成绩由三项内容组成，其中期末考查成绩占70%，课堂作业占20%，考勤占10%。期末考查形式采用开卷考试，其中填空题20分，词组翻译20分，句子翻译25分，问答题35分。 成绩分为优秀、良好、中、及格、不及格五个等级，评分细则如下： 六、选用教材 张强华.电子商务专业英语教程[M].北京：清华大学出版社，2012. 七、参考资料 [1] 张海波.电子商务英语[M]. 北京：外语教学与研究出版社，2008 [2] 肖琦.电子商务英语[M]. 北京：清华大学出版社，2008. [3] 吕秀成. 电子商务英语[M]. 北京：清华大学出版社，2008. [4] 王冰.电子商务英语[M].北京：电子工业出版社，2012. [5] 唐启明.电子商务英语教程[M].西安：西安交通大学出版社，2010. 相关网站与主页 [1] 商务英语网https://www.sodocs.net/doc/7c6669055.html,/ [2] 国家旅游局https://www.sodocs.net/doc/7c6669055.html,/ [3] 中国英语网https://www.sodocs.net/doc/7c6669055.html,

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