UNIT 1

Glossay

acquisition 收购
administrative 管理的，行政的
aerospace 航空航天工业
autonomy 自治，自治权
aviation 航空制造业，航空，飞行
Barcelona 巴塞罗那
behind the times 落伍，过时，陈旧
BuenosAires 布宜诺斯爱利斯
cancellation 取消，撤消
centenary 一百周年纪念
consignment 发送，投递
consortium 财团，联营企业
demotivate 使失去动力
exotic 异国他乡的，异国情调的
flashpoint 一触即发，暴发点
flight of capital 资本外逃
franchise 特许专营店
franchisee 特许经营人
franchiser 授予特许权者
gather pace 加速
give-and-take 相互让步
inattentive 不注意的，漫不经心的
inflation 通货膨胀（率）
infrastructure 基础设施
infuriate 使大怒
invoice 发票,发货清单
joint venture 合资企业
Kuala Lumpur 吉隆坡
Osaka 大阪
Oslo 奥斯陆
outweigh 优于，比.....重要,胜于
phone rage 电话发怒症
pricey 昂贵的
recruitment 招募，招聘，吸收
respondent 回答者
rule the roost 当家，独揽大权
Seattle 西雅图
subsidiary 附属公司，子公司
takeover 兼并，接收
Tokyo 东京
transaction 交易，买卖
turnover 营业额，成交量
ventilate 使通风，使空气流通

Reading 1
Flight plan from Seattle
By Michael Skinner
西雅图飞行计划
麦克尔 斯科纳
In the last thirty years, Philip Condit says, not much has changed. The problem, he says, is not just that employees at Boeing think of other countries as being exotic. They take the same attitude to anywhere in the US outside Seattle, where the company has its head-quarters and its most important factories. Boeing staff talk about something as being ‘in-plant’ or ‘out-plant’. ‘In-plant’ means Seattle. Out-plant means one of the group’s other locations, such as Wichita Kansas.
在过去的30年中，Philip Condit说，变化并不很大。他说，问题是不仅是波音公司的雇员将其它国家和地区当作外部地区，他们对西雅图以外的美国其它地区也同样认为，因为西雅图拥有波音公司的总部以及大部分重要的工厂。波音智囊团谈起波音公司时常用“厂内”和“厂外”，厂内的意思是西雅图，厂外的意思是指集团公司的其它分支机构，例如Wichita Kansas。
Condit, who became Boeing’s chairman in February, wants to change all that. Over the next 20 years, he wants Boeing to become a global rather than a US company. Boeing employees could be forgiven for thinking that being a Seattle company has served them well enough. Boeing is the world’s most successful aircraft maker.
Condit，二月成为了波音公司的主席，想改变这一切。在今后的20年里，他希望波音变成一个全球化的公司而不仅仅是一家美国公司。波音的雇员认为公司已经给他们提供了足够的好处，这是可以被理解的，因为波音公司将是一家全球范围内最成功的飞机制造公司。
Condit believes, however, that Boeing cannot stand still. There are too many examples in aviation and other sectors of what has happened to companies that have tried to do that.
Condit相信，不管如何，波音公司不会止步不前，有很多事例说明，在航空界和其它领域中，一些公司努力去做了就会改变公司的状况。
Last year, in a speech to managers, he described his vision of what the group would look like in 2016, its centenary year. He told them that Boeing would be an aerospace company. It would not repeat earlier mistakes such as attempting to enter the train or boat-building business.
去年，在一次对经理们的演讲中，他描绘了到2016年集团公司的远景，这正好是波音公司的百年华诞。他告诉经理们，波音公司将成为航空飞行的专业公司。它不公重复早期的错误，诸如试图进入铁路运营或轮船制造等商业领域。
Second, he said, Boeing would be a ‘global enterprise’. This would mean increasing the number of countries of operation. He is impressed, he says, by the way in which oil companies have benefited from losing national images. ‘BP is probably the most global company in the world. It is interesting to see that in the US its nationality has begun to disappear. Almost everybody in the US says BP and not British petroleum. It is a local kind of company’. Royal Dutch Shell is another group which manages to present itself as a local company in the countries in which it operates.
第二点，他说，波音将成为一家全球性公司。这意味着波音将增加全球合作伙伴。他说另他印象深刻的是，一些石油公司通过打破国界来获取利润。BP可能是最全球化的公司，令人可喜的是，在美国，国家界限正在开始消失。几乎所有的美国人都说BP而不说英国皇家壳牌石油公司。这是公司的本地形象。Royal Dutch Shell是另一家全球化公司，他们在经营的国家和地区以本地公司的形象出现。
Would he be happy if 20 years from now people did not think of Boeing as being a US company? “Yes”, Condit says, “I believe we are moving towards an era of global markets and global companies.’
From the Financial Times
如果从现在开始的20年后，人们不将波音看成美国公司，他们高兴吗？“是的”Condit说，“我相信我们正迈步进入一个全球化市场和全球化公司的新纪元。”
《金融时报》

Reading 2
Bad line on behaviour
电话线路里的坏习惯
WHAT DRIVES YOU to lose your temper on the telephone? Being connected to voice mail or being passed on to someone else are all common flashpoints. But what infuriates people most of all is talking to someone who sounds inattentive, unconcerned or insincere, according to a survey published today.
是什么使你在电话面前大发雷霆？是接到一个电话推销邮件，或是将接到的电话传给其它的接听人，这些都是最常见的发火原因。不过，根据今天发布的一个调查，使接电话的人恼火的是与一个漫不经心、漠不关心或不诚恳的人交谈。
The study by Reed Employment Services, a recruitment company, found that nearly two-thirds of people feel that ‘phone rage’—people losing their temper on the telephone—has become more common over the past five years. More than half the respondents, who were from 536 organisations, said that they themselves had lost their tempers on the phone this year.
里德就业公司（一家录用公司）的一项研究表明：将近2/3的人感觉到恼火电话－人们在电话前大发脾气－在过去的一年中已经变成很常见的事。来自536家组织的超过一半的受访者说，在今年他们自己都在电话里发过火。
The reasons for this are threefold, according to Reed, People are much more likely to express anger over the phone, rather than in writing or face to face. Moreover, telephone usage has been rising steeply over recent years. Increasing numbers of transactions take place entirely by phone, from arranging insurance to paying bills.
上述情况的原因按里德公司的说法有三点，人们更愿意在电话里表达愤怒，而不愿意在书信或面对面时。此外，近年来，伴随电话使用的急剧增长，越来越多的交易事务完全通过电话处理，包括安排保险支付。
In addition, people’s expectations have risen. Nearly three-quarters of respondents to the Reed survey said they are more confident that their problems can be solved over the telephone than they were five years ago.
另外，人们的期望值也越来越高。里德问卷中接近3/4的受访者说，与五年前相比，他们很有信心通过电话来解决他们的问题。
Companies are taking steps to improve their staff’s telephone answering techniques. The survey found that 70 per cent of organisations require their staff to answer the telephone with a formal company greeting. In 43 per cent of organisations, staff have to give their own names when they answer the telephone.
很多公司正在采取措施提高职员的电话应答技巧。调查发现，70%的组织要求他们的职员在接电话时用公司礼仪问候，在43%的组织里，职员在接电话时需要报出他们自己的姓名。
But a third of organisations do not give any trainings, or they train only their receptionists. That may not be enough, the report says. As companies move towards ‘remote working’, the need for the right tone of voice extends to every level of the organisations.
但是仍有1/3的组织并没有组职员任何培训，或者他们只培训他们的电话接线员。里德的报告称这是不够的。因为公司正走向远程工作，在公司里使用正确语音与语调的需要已经延伸到公司的各个层面。
Unit 1 Case Study:Fortune Garments
情景学习：高档服装
This week, the international fashion group Fortune Garments is holding its first global conference in Barcelona ,Spain. Fortune Garments, one of Hong Kong’s oldest trading groups, makes high quality clothing. It has become a global company :it has over 3,000 suppliers in 17 countries, and employs staff from all over the world in its head office and factories. It is expanding rapidly in foreign markets with sales of over US$ 1.8bn.
本周，Fortune Garments在西班牙的巴塞罗那举行了一场国际时装洽谈会。Fortune Garments，是一家老牌的香港公司，它的时装质量上乘。它正在成为一家全球化的公司：它拥有超过3000个供应商在全球的17个国家，它的总部和工厂里有来自世界不同国家的雇员。它销售超过18亿美元，正在快速扩张到海外市场。
Fast delivery, innovative design, and reliable quality are essential for success in the fashion business. Fortune Garments’ Chairman, Michael Chau, is proud that his company can usually accept a major order and deliver the goods to a customer within four weeks. However, globalization has brought problems in the company’s overseas plants, and this is having a bad effect on its share price. A journalist from the Eastern Economist Review suggested recently that the company could become the target of a takeover if it didn’t sort out its problems soon.
在时装业务中，快速传递，创新设计，可靠质量都是取得成功的必要条件。Fortune Garments公司的总裁Michael Chau很自豪，因为它的公司经常能接到大的订单，而且可以在四个星期内将货物发送到顾客手中。但是，全球化也给公司在海外的工厂带来了一些问题，并且对公司的股价造成了负面的影响。远东经济评论的一个记者最近说，如果不解决这个问题，这些海外工厂可能成为被兼并的对象。
Managers from all the overseas plants are attending the conference. Michael Chau has asked them to consider the problems outlined in the discussion document below.
这些海外公司的经理参加了洽谈会。Michael Chau要求他们对下面讨论稿中列举出的问题提纲认真考虑。


UNIT 2
branded 有品牌（标志）的
branding 品牌宣传，品牌活动
brand leader 最畅销品牌，第一品牌
brand loyalty 品牌忠诚
brand manager 品牌经理
brand stretching 品牌延伸
classic brand 历史悠久的品牌
cockpit 驾驶仓，驾驶座
collection 系列时装
compensation 赔偿，补偿
contemporary 当代的
copycat 模仿者
counterfeit 假冒的，伪造的
counterfeiter 伪造者，仿造者，制假者
distinctive 独特的，有特色的
exclusive 专用的，独有的
fake 假的，冒牌的
global offensive 全球性攻势，全球行动
gourmet 美食家
gourmet food 美味佳肴
luxury brand 高级品牌，奢侈品牌
Manchestr 曼彻斯特
Manila 马尼拉
merchandise 商品，货品
outstretch 伸开，扩展
piracy 盗版行为，非法复制
rip off 敲诈，讹诈
self-employed 个体经营的，自由职业的
shamrock 三叶草
synergy 协同作用，协同增效作用
upmarket 高档的，高级的
whereby 凭此，借以，由于

Unit 2
Fashion victim fights back
时装品牌被侵权者开始反击
Walk into a street market anywhere from Manila to Manchester, and someone will be selling T-shirts branded with the distinctive CK logo of Calvin Klein, the New York fashion designer.
从马尼拉到曼彻斯特的街道市场的任何地方，总有人在销售CK品牌的T恤衫，这是美国纽约时装的Calvin Klein品牌。
If the price is very low, the T-shirts are probably fakes. Calvin Klein, like most other internationally-known fashion designers, has, for a long time, had problems with counterfeiters selling poor-quality merchandise bearing his brand name. Now he is doing something about it. ‘As the Calvin Klein brand has become well-know, we’ve seen a big increase in counterfeit activity,’ says Gabriella Forte, chief executive of Calvin Klein. “The better-know the brand name, the more people want to rip it off.’
如果价格过低，这些T恤就有可能是假冒的。Calvin Klein正如其它国际知名品牌时装一样，有很长的历史，但也遇到被仿制的问题，那些质量很差的仿冒品侵害了他的品牌。现在他正在做些什么（来改变这种状况）。“由于CK品牌越来越知名，仿冒活动也越来越猖獗，”
CK品牌的总裁Gabriella Forte说，“如果品牌越知名，就会有更多的人盗用它”。
In the past Calvin Klein took a relatively passive approach to the counterfeit problem. The company has now got tougher by establishing a network of employees and external specialists to uncover copyright abuse.
过去CK采用了相对消极的方式应对假冒问题。公司现在通过建立一个由雇员和外部专家组成的网络来制止侵权行为，从而使态度强硬起来。
The move began with a general change in corporate strategy whereby Calvin Klein has aggressively expanded its interests outside North America. Calvin Klein has been one of the leading fashion designers in the North America market since the mid-1970s. Now Calvin Klein is building up its fashion business in other countries. It has increased its investment in advertising, and restructured its licensing arrangements by signing long-term deals with partners for entire regions such as Europe or Asia, rather than giving licensing rights to individual countries. But as sales and brand awareness have risen, Calvin Klein has become an increasingly popular target for Asian and European counterfeiters, alongside other luxury brands such as Gucci, Chanel and Ralph Lauren.
变化来源于公司的总体战略的改变，借此CK强势地将品牌扩张到北美以外。CK从十九世纪七十年代开始就引领了北美市场的时装品牌。现在，CK正建立起其它地区的时装业务。它加大了广告投入，对欧洲，亚洲等地区的合作伙伴发放长期授权许可，代替了过去对单独国家的授权许可。但随着销售和品牌价值的增加，CK开始日益成为亚洲和欧洲假冒者的流行品牌仿冒对象，正如其它一些奢侈品牌如Gucci,Chanel和Ralph Lauren一样。
The fake goods, mostly T-shirts, jeans and baseball caps, not only reduce the company’s own sales but damage its brand image by linking it to poor quality merchandise. ‘You’d be amazed at how many people pay $5 for a T-shirt without realizing it’s counterfeit,’ said one executive.
      假冒的商品，大多数T恤，牛仔和棒球帽，不仅使公司的销售减少，而且损害了品牌形象，因为人们会认为这些高档品牌的质量很差。“你会很吃惊，有多少人只花5美元就买到一件T恤而并不知道它是假冒品牌。”一位公司经理这样说。