工商管理专业英语.doc

一、 英译中

1． Vertical integration –垂直统一管理
2． Markup – 涨价
3． Lead time –订货和交货之间的时间
4． Status Quo—现状现存情况或事态
5． Market positioning–-市场定位
6． Market segment—市场细分
7． Executive – 主管、高级执行人员
8． Supervisor – 监督
9． Elasticity – 弹性
10． Differentiation –差异化
11． Wholesale–批发商
12． Retailer –零售商
13． Discount –折扣
14． Margin –最低利润
15． Media advertising –媒体广告
16． Point of Purchase Advertising –售卖场所广告
17． Sales representative –销售代表
18． Compensation –薪酬
19． Gross profit –毛利
20． Bidder –投标人

二、中译英
1. 如今的消费者要面对大量的产品、品牌、价格和生产厂商。
Today’s customers face a vast array of product and brand choices, prices, and suppliers.
2. 零售商们需要考虑目标市场和产品定位。
Retailer must consider target markets and product positioning.
3. 人员招聘是人力资源管理中的一个重要部分。
Recruitment is a significant part of Human Resource Management (HRM).
4. 顾客的满意度和产品质量有关。
Customer satisfaction is relative to product’s quality.
5. 每个企业都应该找到自身的竞争优势。
Every company should be aware of its competitive advantages.
6. 公司需要制订正确的战略。
A company should set the right strategy.
7. 促销的主要目的是为了扩大销售。
Sales promotion aims mostly to push more consumers toward purchases.
8. 一份损益表的基本构成是：销售，成本，盈利或亏损。
An operating statement consists of three basic components in the statement: sales, costs, and profit (or loss)
三、简答
1. What are the five competitive forces that collectively determine an industry’s long term attractiveness?
Present competitors (competition among existing industry)/potential competitors/the bargaining power of suppliers/the bargaining power of buyers/substitute products

Threat of new entrants

Bargaining strength of suppliers

Competition among existing industry firms

Bargaining strength of buyers

Threat of substitute products

2. What is “Strategic group”?
A strategic group consists of firms pursuing similar strategies—that is, employing a similar mix of strategy elements.
3. What does a company’s benefit include?
Paid vacations/sick leave/holidays/medical insurance
4. What does “Total Customer Value” include?
Product/services/personnel/image values
5. What does “Total Customer Cost” include?
Monetary/time energy/psychic costs
6. Will a customer always buy a product that has highest customer delivered value? If not, what can be the possible motivation behind?
Maybe, will not.
For example: Product a from company A —“value” =product b form company B

(1) The construction firm’s buyers enjoy a long-term friendship with B
(2) The firm’s buyers might be under strict company orders to buy at the lowest company
(3) The construction form rewards its buyers for short-term performance, causing them to choose the less expensive b, even though a will perform better and be less expensive to operate in long run.

7. What is Just-In-Time System?
An increasing popular method of managing operations, including inventory control and production planning, is the just in time (JIT) system.
Like MRP, just in time system aims to have only the right amounts of materials arrive at precisely the times they are needed.
A manufacturer produces only enough to fill orders when they are due thus eliminating finished-goods inventory.

8. What is net profit? How is it different from net sales?
Net profit-at the bottom of the statement-is what the company earned from its operations during a particular period. It is the amount left after the cost of sales and the expenses are subtracted from net sales. Net sales and net profit are not the same. Many firms have large sales and no profits-they may even have losses.
9. Too many retailers fail to define their target markets and positions clearly. What is the common mistake they normally make?
Too many retailers fail to define their target markets and positions clearly. They try to have “something for everyone” and end up satisfying no market well.
10. What are the 4 ‘P’s in the marketing 4 ‘P’s?
Product/promotion/place/price

四、问答

Price skimming
Penetration pricing
Definition
Denote a high price relative to the prices of competing products
Charge a relatively low price for a product as a way to reach the mass market
When to use
Use this strategy for new products when the product is perceived by the target market as having unique advantages

When to be effective
When the market is willing to buy the product even though it carries an above average price.
A price-sensitive market-price should decline more rapidly when demand is elastic, because market can be expanded through a lower price.

When a product is well protected legally, when it represents a technological breakthrough, or when it has in some other way blocked entry to competitors.
If a large experience curve will cause costs per unit to drop significantly it will be effective
When production cannot be expanded rapidly because of technological difficulties, shortages, or constraints imposed by the skill and time required to produce a product. As long as demand is greater than supply skimming is an attainable strategy.
Strength
Recover its product development or “educational” cost quickly
Typically discourages or blocks competition from entering a market
weakness
Encourage competitors to enter the market
If the volumes fails to materialize the company will be faced with huge losses from buildings or converting a factory to the failed product
When a prestige brand moves to penetration pricing to gain market share and fails.

附：（其余课堂重点）
1. What are the industry’s driving forces? P51
Changes in the market long-term growth rate/Changes in buyers segments/Diffusion of proprietary knowledge/Changes in cost and efficiency, derived from scale and learning effects/Changes in government regulations
2. backward integration:后向合并
3. inventory：库存
4. Material Requirement Planning（MRP）:原料需求计划 p66
Method of getting the correct materials where they needed, on time, and without carrying unnecessary inventory
Managers use computer programs to calculate when certain materials are needed, when they should be ordered, and when they should be delivered so that they will not cost too much to store.
5. Operating Statement:资产损益表
The operating statement is a financial statement that summarizes the amount of revenues/profits earned and expense incurred by a business over a period of time. Many people consider it the most important financial report because its purpose is to measure whether or not the business achieved or failed to achieve its primary objective of earning an acceptable income.
6. 资产损益表中需要掌握的词汇
net profit 净利润 /gross profit 毛利润/gross sales 销售总额/net sales 扣除销货折扣和退货后净额/cost of sales销售成本/allowances 价格折让/net cost净价/sales salaries 销售人员的工资/advertising expense 广告费用
7. Invoice 发货清单
8. Staff 全体职员
9. Human Resource Management functions(人力资源基本职能) 包括 human resource planning/recruiting/selection p90
10. Compensation(薪酬) 包括： pay/benefits/nonfinancial(nonmonetary rewards) p91
11. Customers are value-maximizers , within the bounds of search costs and limited knowledge, mobility and income.
12. Customer Value=Total Customer value-Total Customer Cost
13. Value Chain: A major tool for identifying ways to create more customer value 价值链
14. Supplier 供应商
15. Distributor分销商
16. Retailers are rethinking their marketing strategies to attract and hold customers. They face major marketing decisions about their target markets and positioning, product assortment and services, price, promotion, and place
Retailer strategy

Retailer marketing mix
Target market
Retail store positioning
Product and service
Assortment
Price
Promotion
Place(location)
17. Target market 目标市场
18. Positioning decision 定位决策
19. Private brands/national brands: a brand that is created and owned by a retailer of a product or service 中间商品牌
20. The price objectives fall into 3 categories: p164
Profit oriented/Sale oriented/Status quo
21. Sales promotion（促销手段）包括
Point-of-purchase advertising 售卖场所广告
Coupons 优惠券
Sampling 免费发放小礼品
Sweepstakes 抽奖
Contests 游戏竞赛
Trade shows and Exhibits 展览会