商务英语阅读课后习题答案(王艳)

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1、Chapter 1 Government and TradeExercise 11) Trade will top the EUs agenda at this summit.2) Hillary Clinton has promised to review trade agreements every five years and amend them where necessary.3) The agreement is about putting a textile-import monitoring system in place for 2008 to replace the ann

2、ual cap imposed on imported Chinese textiles since 2005.4) China Investment Corp (CIC) is a sovereign wealth fund. 5) They are not sure about how the fund will operate.6) The European Council, the European Commission, the European Parliament7) “institutional-complexity issue” refers to the following

3、 problems: a. the member states do not always agree; b. there is also policy disagreement among the EUs various institutions; c. even within one institution, its various departments may also find themselves in disputes EUs self-imposed obstacles: a. the institutional complexity b. the absence of a c

4、entral authority c. fickle priorities8) “fickle priorities” means one is changeable about what is the most important or what he or she should focus on. 9) “hackles” means anger. A meeting in September between Angela Merkel, chancellor of Germany, and Tibets exiled leader, the Dalai Lama, brought abo

5、ut anger in China.Exercise 21) F, 2) T, 3) T, 4) F, 5) F, 6) F, 7) F, 8) F, 9) F, 10) F 11) T 12) TExercise 31) 双边关系；欧元区；主权财富基金；贸易协定；贸易法案；惹怒；经济关系；汇率；货币政策；升温2) current-account surplus; election campaign; member states; aside from; export subsidies; hang over; consumer perception; on behalf of; intell

6、ectual property; foreign takeoverExercise 41) Interest and attention on the new EU-Russia trade agreement gained momentum after EU leaders travel to Russia in May in an attempt to resolve their differences across a range of issues.2) He sat down and fired off a furious letter to the Indian governmen

7、t, describing a radical change of the US policy towards textile imports.3) The Republican leadership in the U.S. government will soon lift its cap on cigar imports from Cuba, replaced by a monitoring system which will be put in place for 2008.4) This renowned economist proposed that the Finnish gove

8、rnment set up a sovereign wealth fund, modeled on China Investment Corp (CIC).5) Before the bilateral free-trade agreement these two countries reached in 2007, their strategic sectors, such as cotton and woolen, electronics, mining, car producing, etc. had been off limits to foreign investors.6) “As

9、ide from the technical difficulties, there are heavy financial and political costs associated with the measures necessary to reduce the emission of greenhouse gases,” said an expert at this years Sino-Korea summit.7) As negotiations continued last night in Tokyo, Japanese government officials said t

10、hey were hopeful they could pull off a summit with China in Beijing but stressed nothing had been finalized.8) In a previous career, I spent many years negotiating on behalf of the EU with the Russian and Chinese governments on everything from Siberian overflight rights to the terms of Chinas access

11、ion to the World Trade Organisation.9) Mexico and the US squabbled over poultry imports, which may disrupt the lifting of the agricultural tariffs under the North American Free Trade Agreement.10) Asia-Pacific Economic Cooperation (APEC) Business Forum 2007 will take place shortly before the WTO min

12、isterial conference in Hong Kong next month.Exercise 51)-5) Russian; bilateral; accession; little; supplies;6)-10) issued; political; domestic; EU; sectorsExercise 6那么，这届中欧峰会成功吗？这当然取决于与会者如何定义成功，但根据最乐观的看法， 欧盟谈判代表可能只带着一点小成果回家。除了来自中国方面所预料之内的阻力，代表们还有来自欧盟自身的障碍需要克服。首先，欧盟体制的复杂性使该组织很难以一个声音说话。成员国之间并不总是意见一致。如

13、何才能制定正确的货币政策，法国和德国一直争执不下。这种分歧影响了欧盟采用什么方式管理欧元兑人民币汇率。此外，欧盟各机构之间也有政策分歧，这包括欧洲理事会，欧盟委员会和欧洲议会。最近，就在欧盟委员会内部，各部门之间就发生了一场公开的争论，关于是否取消对从中国进口的节能灯泡征收反倾销税。具体的表现有：在这次峰会上，欧洲方面将由欧洲理事会主席葡萄牙总理若泽苏格拉底，欧盟委员会主席巴罗佐若泽曼努埃尔，和曼德尔森先生分别代表。更甚的是，欧元区代表将不为英国这种未加盟欧洲国家代言，而法国总统尼古拉萨科奇则预计在此次峰会前不久做出自己的北京之行。由于所有这些访客形形色色，如果中方揣测该与哪位谈判，这会是情有

14、可原的。欧盟的确没有中央集权制，这也就意味着该机构缺乏能力，难以就议程包罗的不同问题加以权衡和取舍。如果设有一位至高无上的谈判代表，他就能正视议题，譬如在纺织品谈判中采取较温和的立场，以换取中国在货币政策或出口补贴方面更大胆的让步。但由于欧盟的各个机构分别负责不同议题，要与中方在诸如此类的问题上达成交易则会困难重重。Chapter 2 Products and PricingExercise 11. Wal-Mart began selling the product for a very low price and the super-cheap gallon jar cannibalize

15、d Vlasics other channels and shrank its margins by 25%. When Vlasic asked for pricing relief, Wal-Mart responded by refusing an immediate price increase and reviewing its commitments to the line. Vlasic had filed for bankruptcy.2. The crucial disparity is in strategic perspective. Vlasic used a shor

16、t-term sales strategy. Nike, on the other hand, positioned itself for the long term.3. With scanner data, managers can see that price reductions coincide with sharp increases in sales to consumers.4. Changes in consumer behavior; diluted brand equity; competitive response. 5. This difference can be

17、ascribed, in part, to the fact that weekly data recognize increases in purchases but ignore subsequent competitive price reactions and changes in consumer behavior. Nonetheless, the increased availability of short-term data dramatically affects perceptions of the value of promotions.6. First, advert

18、isers who test their ads in the market can isolate the campaigns that will increase revenues over the long term, since advertisements that are successful in the short run also have a positive long-term effect. Second, even campaigns that dont do much to boost sales can increase margins by differenti

19、ating brands and thus allowing companies to raise prices.7. Increases in the length and variety of a product line play a major role in boosting a brands baseline sales. Moreover, increased product-line variety and distribution in leading retailers reduce consumers sensitivity to price.8. Quantity an

20、d price premiums reflect a brands long-term health. If both increase, demand and margins will be higher-along with brand equity and profits. If consumers pay less of a premium for the brand and baseline demand is decreasing, then the brand is headed in the wrong direction-and the firm has a problem.

21、9. Armed with long-term metrics, firms and analysts can assume a longer-term perspective on the brand, leading to improved profitability. 10. Short-term decreases reflect the time it takes for consumers to acclimate to the price changes and respond to the advertising. Without long-term brand-health

22、measures, the analyst may have come to a misleading conclusion about the value of the brand.Exercise 22) F, 2) F, 3) T, 4) F, 5) F, 6) T, 7) T, 8) T, 9) F, 10) TExercise 31）consumer-goods 消费者商品 discount retailers 折扣零售商brand equity 品牌资产价值 advertising budget 广告预算real-time sales data 现时销售数据 sales promo

23、tion 促销profit margin 赢利 scanner data 扫描数据2）溢价 price premium 基线销售 baseline sales减价 price reductions 广告支出 advertising spending营销组合 marketing mix 加量 quantity premium 产品数量（种类） product quantity (variety) 美元分配 allocation of dollarsExercise 41) The government has allocated $ 0.1 billion to the development

24、and utilization of renewable energy in rural areas. 2) We should not develop the Western region at the expense of environment. Therefore the government has been following a sustainable development road attaching equal importance to economic development and environmental protection. 3) As a big respo

25、nsible nation, China will strictly abide by the WTO rules and honor its commitments. 4) The rapid growth in Chinas grain production can be ascribed to the fact that the Chinese government has implemented a series of reform policy and measures in the rural areas, such as raising the prices of grain p

26、urchased by the state. 5) In the globalization era, not all countries play on the level playground. Some developing countries have to adhere to some marketing principles, or even accede to the requests of some governments.6) Over the past year, the global investment demand was on the wane; the major

27、 world currencies suffered swift turbulence and some emerging markets underwent severe financial crisis. 7) Networks fundamentally alter the nature of competition and level the playing field, especially for smaller business regardless of the barriers like time and distance. 8) Through micro credit p

28、rojects, with the credit available on demand, farmers are able to pay back both the principle and interest in time. 9) Chinas vigorous economic development is indicative of the fact that China has become one of the countries that enjoy the highest economic growth speed in the world. 10) With the ref

29、orm of the wholly state-owned commercial banks, when some qualified commercial banks seek listing in the stock market, others certainly will follow suit.Exercise 5(1)-(5) blame, damaged, short-term, building, profitability(6)-(10) arm, boosts, orientation, Moreover, loweringExercise 6当公司加大折扣时，其他公司也会

30、这么做。结果导致个别的销售增加了，但整体销售却没有增长，进一步降低了公司的盈利。所有这些都会大大降低促销带来的好处。在欧洲的一项有关24个品牌的研究中，IRI采用2002至2005年的数据调查表明，折扣带来的影响只是其短期影响的80%。相比之下，广告的长期影响要比其短期影响高出60%。美国一个消费者包装商品的销售商对71个品牌做了调查，得到类似的结论：每周测量的价格敏感度要比按季度测量的敏感度高出7倍。这种差异可归因于购买，但忽视了以后的竞争价格的反应和消费者的行为。但是，短期数据的不断获得大大地影响了对促销的感应。随着促销手段的越加细化（得到每日或每小时的销售数据），这种短期的影响可能会进一

31、步加强。Chapter 3 Advertising and PublicityExercise 1 1) Efficiency in advertising depends on using simple language simple direct presentation of sales arguments and avoiding tricky,2) It is believed that the flying red horse gave pleasure to the motorists who viewed it and suggested lightness, power, a

32、nd speed, whereas the single word Mobil was drab and colorless. 3) The principle indicates that what is known inspires more confidence than something that is unknown, therefore a potential consumer, when confronted with two products, and having no knowledge of the physical characteristics of either

33、of them, tends to choose the one whose brand name is more familiar to him/her.4) The word copy in advertising refers to headlines, text, pictures, soundeverything intended to carry a message about the product, beyond its name, to the consumer. 5) Copy is intended to shape motives and desires, to bui

34、ld believability, and to provide a reason for selecting a particular brand over all others. 6) For one thing, it is difficult to separate the familiarity effect with the persuasion effect; for another, its difficult to get rid of the cumulative effect of advertising over a period of years for old pr

35、oducts or to separate advertisings effect from the contributions of ingenuity in product design, packaging, or distribution for new products.7) Because the responses these advertisers get are not from the real consumers, but from his colleagues, bosses, and especially their clients. In other words,

36、they are not selling the product to the consumer, but selling the advertising to the clients.78) It is the function of perfect advertising to push the product so much into the foreground that the advertising itself, psychologically speaking, can be overlooked. 9) First, the best sales point will not

37、 be interesting enough for consumers because they are also the main function of the product (as in the case of the face soap). Second, it is hard to decide for a particular product an efficient sales point (as in the case of hair tonic or beer).10) An ideal piece of advertising should make the produ

38、ct look different from all other products, without violating the truth.Exercise 21)F, 2) T, 3) F, 4) T, 5) T, 6) F, 7) T, 8) T, 9) F, 10) FExercise 31）享有特权的少数人 加油站市场调查 专业技能(产品的)卖点 产品设计潜在顾客 商业灾难2）daily life advertising case specific characteristics visual imaginationnational media a sale increase dis

39、tribution system product-orientated advertisingExercise 41) Experts have attributed the main cause of the companys poor performance to its poor HR functions, especially the appointment of the senior management. 2) British Airways intends to create a more flexible and modern corporate culture through

40、 the relocation. 3) Rumors about redundancy make the company at its worst in terms of morale ever since its foundation.4) After financial scandals, many companies can only resort to charity activities to improve their corporate image.5) Politicians should not engage in business affairs that might af

41、fect their political judgment.6) As a sleeping partner of the enterprise, he is entitled to share the profits, but is deprived of participating in its management.7) After watching this interview, she realizes how difficult it is to be a venture capitalist. For one thing, you need to have the money;

42、for another, you need to have the insight to pick the right (promising) start-ups. 8) To enter a specific market, in addition to acquire sufficient knowledge about our target customers, we also need to know about the local policies and abide by them.9) With the efforts of these university students,

43、it was brought to light that this world-famous multinational had established some sweat factories in China.10) In a time when customers change constantly and rapidly in their needs, only companies who are quick to respond can survive and succeed in the end.Exercise 5(1)-(5) sincere, privileged, led,

44、 constitutes, intellectual(6)-(10) resort, instead, reduce, clients, divertExercise 6如果一个平庸广告人的小把戏只能降低而不是提高广告的效率的话，那为什么我们在现实中很少看到由广告引起的商业灾难呢？这是因为在广告行业中至少有两个机制在运作：一是广告界被广泛讨论的“说服原则”，二是一直备受忽略、被我们称为“熟悉原则”的机制。熟悉原则其实非常简单易懂：熟悉的事物总是比那些陌生的事物更能激起我们的信心。熟悉机制在广告界中一直备受忽略。但是，在现实生活中，当一个消费者在面对两个产品并对他们的物理特性一无所知的情况下，几

45、乎肯定会选择较为熟悉的那一个品牌。因此，一个广告哪怕是那些乏善可陈的广告只要提到了产品名称，就会有助于该产品的销售，这种广告的作用就在于它建立了品牌意识，并在消费者心中树立了上面所讲的最低程度的信心。Chapter 4 International Business CooperationExercise 11) Part of the reason is regulatory hangover from the post-war period. The Japanese firms have been so busy with the domestic crisis that they hav

46、e forgotten to remain connected with the rest of the world.2) One reason is that the domestic market has matured and the population has started to shrink, Japanese firms must look abroad for growth opportunities. There are other reasons including seeking new market, eagerness to benefit from foreign

47、 ideas and to speed internal reform.3) Japanese firms also face a shortage of managers with international experience and the mindset and skills needed to operate globally. They would also have to content with rivals in America, Europe and new comers like China.4) There are several options for Japane

48、se firms: to achieve global scale through domestic and foreign acquisitions, to move into high-value specialist products, to adopt a regional strategy focusing on Asian market, to form a global alliance with a foreign firm.5) Japans lack of enthusiasm for outsourcing to China is due to the concern o

49、ver anti-Japanese sentiment and the desire to protect their intellectual property and to a belief that manufacturing remains a core Japanese competency.6) Its not because Japan is short of capital. It is because the government recognizes that inviting in foreign firms is an indirect means of promoti

50、ng reform, by exposing sleepy Japanese firms, particularly in the service sector, to a dose of competition.7) Foreign firms need to understand the local market but must also carefully craft a strategy for the Japanese market.8) Foreign firms are essentially targets of learning for Japanese firms. Th

51、ey can bring in new ideas which are then assimilated to the Japanese firms.Exercise 21)F, 2) T, 3) T, 4) T, 5) F, 6) F, 7) T, 8) F, 9) F, 10) TExercise 31) mobility of people 人口流动 supplier networks 供应商网络standardized items 标准零配件 specialist manufacturing technology 特殊制造技术complementary economies 互补经济体

52、anti-Japanese sentiment 反日情绪foreign affiliates 外方合伙人 go public 企业上市2) 企业并购mergers and acquisition 海外扩张overseas expansion全球化战略globalization strategy 保护主义措施protectionist measures市场准入access to market 知识产权intellectual property贸易伙伴trading partners 资本投入capital investmentExercise 41) Vendors now offer syst

53、ems that work only with their hardware, but they are trying to make their equipment integrate with others hardware.2) Agricultural exports, by contrast, respond immediately, growing at an annual rate of 17.7 percent in 1980 and 1981.3) This book takes a strategic view of business and develops the ab

54、ility to take a multidisciplinary approach to managing a business and resolving problems and issues.4) Thanks to the recession and 9/11, Mayor Michael Bloomberg must contend with a whopping budget deficit projected to 60 billion.5) Dispose of batteries properly. Do not throw them into fire or expose

55、 to high temperature.6) In the future, in addition to syndicating our groups efforts, we will ally with foreign companies to leverage advantages and enhance global competitiveness. 7) We are certain that in due course of time, the economic reforms will have brought about results and benefits that wi

56、ll go beyond Chinas boundaries.8) One of the major banks has lowered its interest rate and the other bank is expected to follow suit.9) During these quarterly meetings, its the bosss responsibility to respond to each managers plan.10) We will put in place a new order of the socialist market economy

57、through completing the market system and rectifying and regulating the market behavior.Exercise 5(1)-(5) ambivalent; integration; hindered; from; by;(6)-(11) shortage; options; acquisitions; strategy; alliance; craftExercise 6日本企业不大情愿把业务外包给中国，究其原因，一是由于日中两国之间的积怨较深，二是出于知识产权保护方面的考虑，日方相信制造仍旧是日本企业的核心竞争力所

58、在,（因此不愿将这部分知识拱手送人）。虽然中日两国经济互补度极高，看上去像天生的一对儿：日本制造高科技、高利润的产品，而中国则专注于大量生产科技含量较低的产品；但是中国对日本来说，既是机会又是威胁：中国是日本门槛外一个巨大的市场，但却有势必会替代日本成为亚洲最重要的经济和政治大国的架势。最近，中国已超越美国，成为了日本重要的贸易伙伴，但是日本公司在中国的新建投资项目总额却在2006年度缩减了30%，仅为45亿美元。一项调查表明，在未来的三年中，日本公司将中国作为最佳投资目的地的比率已从2004年的91%下降到2006年的77%。虽然这个比例仍旧客观，但是这种下降的趋势却反映了中国制造成本的上升（与印度和越南相比），和日方对反日情绪的忧虑。