商务英语2答案.doc

Unit 2
1. Red tape and other examples of government bureaucracy hinder a company’s entry into a market. 政府官僚作风的繁文缛节及其他条规阻碍公司进入市场。
2. In these days of increasing global integration, the task many international marketers face is not so much market entry as managing the marketing mix in different national markets. 在全球不断一体化的今天，许多国际营销所面临的任务与其说是进入市场不如说是在不同国际市场管理市场营销组合。
3. Some companies, however, do develop the same product for all markets regardless of existing local preferences.
然而一些公司对于所有的市场坚持开发同样的产品而不管当地市场的偏好。
4. Firms sometimes customize a product to every market; at other times they offer one standardized product everywhere; and sometimes they compromise and settle in the middle. 企业有时为每个市场定制同一种产品，有时为所有市场提供一种规范化的产品，还有些时候他们在这两种之间折中选择。
5. The advent of the Internet and Intranets has the potential to accelerate the process of mining all markets for relevant information and for features that can be included in new products. 互联网和局域网的来临有可能加快收集不同市场的信息及可用于新产品的市场特征这一过程。
6. When Citibank introduced its credit card in the Asia-Pacific region, it launched it sequentially and tailored the product features for each country while maintaining its premium positioning. 当花旗银行在亚太地区推出信用卡业务时，它在各个国家一次推出并且在维持它的高端定位的同时为每个国家度身打造了一些独特的产品特征。
7. The genuine Rolex watch is the same certified chronometer anywhere in the world; its positioning – as the timepiece for the elegant high achievers – is the same around the world, as is the advertising messages. 真正的劳力士手表在世界上任何地方都是通过统一认证的；它的定位即优雅的成功人士的腕表，它的广告信息在全球都是一致的。
8. The laboratories co-ordinate their efforts by looking at the possibilities of melding product ideas arising from different countries. 这些实验室通力协作寻求把产生于不同国家的关于产品的想法加以整合的可能性。
9. The product itself may have been developed with reference to observations of present and potential customers rather than conventional market research. 产品本身的开发也许参考了对现有或潜在客户的观察，而不是传统的市场调研。
10.A decision has been taken to use a standardized advertising theme in these markets, although the copy of the advertisements and language of the TV and radio commercials will be adapted to local needs. 该公司已经决定在这些市场上使用标准化广告主题,即使电视和电台的语言和广告的模仿将会适应当地的需求。
Unit 4
The dramatic success gives the Finish Group, led by Chief Executive Jorma Ollila, an obvious claim to membership of any league ranking the world’s most respected companies. 1。戏剧性的成功给完成集团，由首席执行官约玛奥利拉，一个明显的索赔的任何成员联赛排名世界最受尊敬的公司。
Luck has played a part too: nobody quite realized a decade ago that the mobile phone would move so quickly from being an expensive status symbol to a popular mass-market product. 2。运气也发挥了一定的作用：没有人意识到十年前，移动电话将很快从一个昂贵的地位象征一个受欢迎的大众化产品。
Back in 1992, shortly after Mr. Ollila took over as Chief Executive, he wrote down the four phrases which he saw as the key to the group’s future. 3。在1992回，后不久，奥利拉先生接任首席执行官，他写下了四个短语，他看到作为集团未来的关键。
Focus meant turning Nokia from a sprawling conglomerate, with a promising mobile business, into a dedicated mobile phone company. 4是诺基亚。重点转向从一个庞大的集团，一个充满希望的移动业务，成为一个专门的移动电话公司。
Out went much of “the baggage” ---- chemicals, tires, cables and television-set manufacturing were among the businesses offloaded during the early 1990s. 5。去多“行李”----化学品，轮胎，电缆和电视机制造企业中卸载在1990年代初期。
The group has outstripped its rivals, Motorola and Ericsson, because it has allied engineering excellence with great marketing flair. 6。本集团已超过了它的对手，摩托罗拉和爱立信，因为它具有卓越的营销天赋联合工程。
Moreover, it has kept at the forefront of innovation, shortening product cycles, and launching new models just when the margins on old ones are starting to dive. 7。此外，它一直在创新的前沿，缩短产品开发周期，并推出新车型在边缘的旧开始潜水。
It has a consistent record of increasing volumes by more than enough to offset failing prices. 8。它有一个一致的记录增加量超过足以抵消失败的价格。
If success is measured by market capitalization, Nokia can have few equals. 9。如果是衡量成功的资本市场，诺基亚可以有几等于。
But even more advanced technologies are snapping at its heels, and living up to the market’s high-placed expectation will be an ever more daunting challenge. 10。但更先进的技术紧追不放，并达到市场的高期望，将是一个更艰巨的挑战。
Unit 5
1.Employees of SAS Institute live in a workers’ Utopia.
学院的雇员们生活在一个工人的乌托邦。
2.Like the other 99 companies singled out, SAS is not content to reward employees with a mere pay cheque. 2。像其他99家公司指出，公司不满足于仅仅用支票奖励员工。
Some even lay on company holidays, whisking workers and their partners off to luxury island locations.
3。一些公司甚至提供假期，带领员工和他们的伴侣们去豪华的岛屿的位置。
Or it might mean the prospect of severing one’s entire life from an employer is so daunting that it seems easier to stay put. 4。这也可能是前景，整个生命从雇主是如此艰巨的，似乎比较容易留下。
But an employer that tackled the long-hours culture would be reaching the parts that all the free hairdos, Viagra and guitar lessons in the world will never reach. 5。但雇主，攻克了长时间文化会到达，所有自由的发型，伟哥和吉他的经验教训，世界将永远不会到达。
Bosses who are cash-strapped but want decent typists without having to give them a pay rise would do well to call them ‘Digital Data Executives’. 6。老板是那些但要体面的打字员不必给他们加薪，不妨称之为数字数据高管。
Filing clerks long to be known as ‘Data Storage Specialists’. 7。档案管理员们渴望被称为数据存储专家。
Office workers have become so ‘snobby’ about job titles that they would be willing to forgo an increase in salary for a more ‘professional’- sounding position. 8。办公室人员已经变得如此势利的工作头衔，他们会愿意放弃增加工资为一个更专业的测深位置。
Campaigners for paternity leave say it is particularly needed in the UK where men work the longest hours in the EU. 9人陪产假。说它是特别需要在英国是工作时间最长的地方在欧盟。
He believes he’s been very badly treated by the management and is threatening to take his case to an industrial tribunal. 10。他相信他已经非常严重的治疗管理和威胁要把他的情况向工业法庭。
Unit 6
1. Globalization has also exacerbated many pre-existing, low-probability, high-impact risks, such as kidnappings. 全球化也加剧了许多预先存在的,小概率、大影响的风险,比如绑架。
2. Although executives see globalization as a driving force behind unprecedented opportunities internationally, there is real apprehension about a plethora of risks that may stand in their way尽管高管认为全球化是在国际上前所未有的机遇背后的一个推动力量,但对于一系列可能会阻碍他们前进的风险却有真正的忧虑。
3. According to the survey, a significant majority(68%) of those US executives polled believe that globalization generates more risk for investors.调查显示，大部分的受访的美国高管（68%）认为全球化给投资者带来了更多的风险。
4. Business development executives are firmly placing consumer activism, corruption, and human rights on their agendas.业务发展主管坚决把消费者激进主义、腐败和人权放到议事日程上。
5. The survey revealed shareholder action as the most critical reputational risk; kidnap as the most significant security risk; and international sanctions as the foremost political risk.调查显示股东行为是最重要的名誉风险，绑架是最重要的安全风险，国际制裁是最重要的政治风险。
6. Although traditional risks, such as political and extremist terrorism, are decreasing in incidence – yet not impact- problems such as organized and petty crime are likely to present a specific and harder range of risks than previously. 尽管传统风险，比如政治风险和极端恐怖主义的发生率正在不断降低，但是也不影响，例如有组织的和小规模的犯罪的问题有可能呈现出一种具体的并且比以前更加艰难的范围的风险。
7. However, its core products- jeans and trainers- are losing appeal and the company is struggling in a very competitive market.然而，它的核心产品--牛仔裤和运动鞋正在不断地失去吸引力，同时公司也在一个充满竞争力的市场中挣扎。
8. It owns a large factory which is working 30% below capacity.它拥有一个工作能力下降了30%的大型工厂。
9. She has identified five areas of research which could transform the company and give it a ‘cutting-edge’ image.她已经发现了可以转变公司并且给予它尖端形象的五个方面的研究。
10. Unfortunately, both have just gone into liquidation and the stock has disappeared.不幸的是，两个都刚进入了偿还清算的同时股票也消失了。
Unit 8
1. Yet the truth about teams is that the large majority of them do not achieve the synergies they could. 然而，团队的失败的事实就是绝大多数并没有达到他们可以达到的协同效应
2. Other signs of unproductive teamworking are people not always completing tasks assigned to them or last minute panics to meet deadlines. More often than not, ineffective teams are the result of poor planning.无益协作的其他现象包括团队成员不总是能完成分给他们的工作或者在最后期限前一分钟还在忙乱，通常无效的团队是不良设计的结果。
3. Members must be able to express their opinions freely without fear of retribution, and feel that suggestions will be taken seriously.团队成员必须能够自由地表达他们的意见而不用担心受到惩罚，并且认为他们的建议会被认真的考虑。
4. The team might also need to agree whether politically sensitive topics of discussion in meetings should be kept within the confines of the team or shared with other employees.
团队可能还需要同意政治敏感的话题的讨论是否应该保留在团队的会议范围内或与其他员工共享。
5. A team made up only of ‘yes men’ can make disastrous decisions that few people honestly agreed with in the first place.一个完全只会说“我同意”的人组成的团队会做出灾难性的决定，这种决定首先很少人会是真心同意的。
6. This is not only demoralizing, it also makes no sense--- people that have nothing to contribute should not have been selected for the team in the first place.这不仅是令人沮丧的并且是没有道理的——从一开始，毫无贡献的人就不应该被选为团队的一员。
7. A good leader should be able to play to individuals’ strengths and compensate for their weaknesses.一个好领导应该能够充分发挥每个人的优势并且弥补他们的缺点
8. Lex Service plc delivers a range of outsourcing solutions to the public and private sector.
莱克斯服务有限公司为国有和私有企业提供一系列外包解决方案。
9. The leader must, above all, be skilled in sharing responsibility and delegating work to others, coaching them to achieve tasks, and providing constructive feedback on how the tasks went.
最重要的是，团队领导必须能够熟练的分担责任，给其他人分配工作，指导他们完成任务，并且提出有关任务进展情况的建设性反馈意见。
10. Team members need to be able to see how they are doing against the objectives set at the beginning of the project.团队成员需要明白他们所作的如何达到最初项目目标的要求
Unit 9
1. In the past few years, a new generation of Japanese entrepreneurs has emerged, boosting hopes that venture businesses are poised to become a new catalyst for the enfeebled Japanese economy.过去的这些年里，新一代的日本企业家已经诞生了，大大增强风险企业准备成为一个新的振兴日本经济衰弱的催化剂希望！
2. Only now is Japan starting to develop a business environment conducive有利to entrepreneurial growth.日本仅在现在才开始开发一个有利于企业成长的商业环境。
3. Of the three main ingredients needed to foster venture businesses – risk money, a structural framework and an entrepreneur-friendly culture – the country has attracted the first, is improving the second, but needs to move forward on the third. 三个主要的培育企业业务必需的成分——风险资金,一个结构框架和一个有利的文化——这个国家已经吸引了第一,正在提高第二,但需要推进第三个。
4. The reason why there is a business chance for us is because the social structure is changing as a result of the Internet. 为什么说对我们来说这有一个商业机会的原因是由于互联网，社会结构正在改变
5. Japan’s venture capital sector is like a brand new race track. The track and stands have been built, the gamblers have arrived but there are not any horses. 日本的风险资本行业就像一个全新的赛道。并且站已经建成,赌徒已经到达了但还没有马。
6. It has a highly successful scheme to help young people start businesses; entrepreneurship seems part of the culture; working for yourself commonplace. 它有一个非常成功的方案来帮助年轻人创业;创业似乎是文化的一部分,为自己工作司空见惯。
7. The rest had started from their own or private-borrowed resources and then used growing turnover to expand. 其余的人开始从他们自己或private-borrowed资源,然后使用日益增长的营业额扩大。
8. This was found to aid survival, nurturing financially conservative entrepreneurs, who did not over-extend and calculated risks carefully. 这是为援助生存而成立的,培育经济保守型企业家,他们没有仔细的压力和经过计算的风险。
9. Parallel to this is an outstandingly successful government-funded scheme to encourage young entrepreneurs under 24. 与之相是一个非常成功的政府资助的计划,鼓励24岁以下的青年企业家。
10. In addition, an unsecured ‘loan of honor’ – voluntarily repayable from future profits – has been introduced in southern Italy to help get over the problems of financing businesses in poorer areas where the banks really could not care less.此外,一个无担保贷款的荣誉”——自愿归还从未来的利润——也被引入了意大利南部,帮助在贫困地区的企业克服融资的问题，这些地方的银行真的一点也不会在乎。
Unit 11
1. When Swissair’s flight 111 plunged into the sea off Nova Scotia, the tragedy bore several similarities to the loss of Trans World Airlines’ flight 800 two years earlier.
当瑞士航空公司的111航班在新斯科舍海岸坠入大海, 悲剧与两年前发生的Trans World Airlines的 800航班的悲剧有几个相似之处。
2. TWA was accused of incompetence and insensitivity for the way it responded to the needs of the victims’ families. 环球航空公司被指责为不称职以及以漠不关心的方式应对需求的受害者家属
3. In contrast, Swissair’s handling of the flight 111 crash has left confidence in the airline intact, and may even, conceivably, have enhanced it. 与此相反,瑞士航空公司处理111航班的坠毁的方式使得航空公司的信心完好无损,甚至可以想象,已经加强了它。
4. In a matter of seconds, a reputation that has been built up over decades can be destroyed by making a mistake at that time.在几秒钟内,过去几十年建立的声誉就可以被当时犯的一个大错摧毁。
5. Deputy Director of the National Transportation Safety Board’s office of family affairs says the speed of an airline’s response is one of the most important factors in determining how its behavior is perceived.国家安全运输委员会的家庭事务办公室的副主管说,航空公司的反应速度是决定其行为被如何感知的最重要的一个因素。
6. Family members also complained that calls made to special toll-free telephone numbers went unanswered, that the flow of information was inadequate, and that insufficient attention was paid to their travel and accommodation needs.
家庭成员也抱怨,拨打专线的免费电话无人接听,信息流通的是不充分的,不够注意到他们对旅游和住宿的需求。
7. Friends and relatives were grateful for the way Swissair kept them informed of unfolding events, and appreciated the airline’s offer of $20,000 for each family to cover immediate expenses. 朋友和亲戚感激瑞士航空公司告知他们即将发生的事件的方式,并感谢航空公司提出的为每个家庭支付直接费用20000美元。
8. One factor that worked in Swissair’s favor was legislation passed by Congress requiring airlines to be much more responsive to the needs of victims’ families after crashes.
9. Based in Dublin, Ireland, Target Stores is a major retailer with stores in most European cities.
总部在爱尔兰的都柏林,目标存储是一个在大部分的欧洲城市的主要的零售商商店。
10. The company started by selling stationery, books and greeting cards, later branching out into magazines an music products. 该公司通过出售文具、书籍和贺卡起步,后来扩展到杂志的音乐产品。
Unit 13
1. Mergers and acquisition continue apace in spite of an alarming failure rate and evidence that they often fail to benefit shareholders. ,不顾令人震惊的失败率，并购继续快速上升，并且证据表明,他们通常不会有利于股东。
2. The collapse of the planned Deutsche-Dresdner Bank merger tarnished the reputation of both parties. Deutsche Bank’s management was exposed as divided and confused. 计划中的Deutsche-Dresdner并购的崩溃使合并银行双方的声誉受损。德意志银行管理层的分歧与困惑就暴露无遗。
3. They do, however, often reward the shareholders of the acquired company, who receive more for their shares than they were worth before the takeover was announced. 不过,他们却常常奖励所收购公司的股东们,让其比宣布接管前接受更多的股份。
4. Most mergers are based on the idea of “let’s increase revenues”, but you have to have a functioning management team to manage that process.大多数并购是基于这个想法的“让我们增加收入”,但是你必须有一个正常运作的管理团队来管理这一过程。

5. The nature of the problem is not so much that there’s open warfare between the two sides. It’s that the cultures don’t meld quickly enough to take advantage of the opportunities. 问题的本质不是在双方之间的公开冲突。那就是文化没有足够迅速地融合以抓住机会。
6. Merging companies are said to ‘tie the knot’. When mergers are called off, the two companies fail to ‘make it up the aisle’ or their relationship remains ‘unconsummated’ 。合并公司的人叫“喜结良缘”。当合并被取消了,这两家公司未能“让它穿过走廊”或者他们的关系仍然未能终成眷属”
7. Given how heavily the odds are stacked against successful mergers, managers should consider whether their time and the shareholders’ money would not be better employed elsewhere. 考虑到大量的不利于并购成功的赔率,经理人应该考虑是否他们的时间和股东的钱没有被更好的从事其他行业。
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