外刊经贸知识选读翻译(1)复习过程
旺旺英语
Lesson 12
Soft Drink Wars: the Next Battle 软饮料战：下一次战争
The reformulation of Coke has given the feuding cola giants a chance to go at each other again.
可口可乐的重新配方为长期不和的可乐巨头提供了一个新开战的机会。
But Coca-Cola and PepsiCo are spoiling for yet another fight, and this time they’re picking on the little guys: non-cola makers like Seven-Up and Dr Pepper.
By Monci Jo Williams 但是可口可乐和百事可乐一心想进行另一场战斗，这一次它们选中了小企业：“七喜”和“佩拍博士”。
In the U.S. soft drink industry, where 1% of the market is worth $ 300 million in retail sales, Coca-Cola and PepsiCo don’t wage mere market share battles. They fight holy wars. These days the fighting is on two fronts. One is on the vast plains of the cola business, where the reformulation of Coke has Pepsi on the defensive. The other is in the back alleys of the smaller, non-cola market. Until now these have been dominated by other companies. As growth of high-calorie colas slows, however, Coca-Cola and PepsiCo are invading new territory.
在美国的软饮料行业，1％的市场份额就意味着3亿美元的零售额，可口可乐公司和百事可乐公司进行的不仅仅是争夺市场份额的斗争，他们进行的是“圣战”。目前他们的斗争有两条战线。一条是可乐生意的广阔战场，在这儿可口可乐的重新配方使百事处于守势。另一条战线是在较小的非可乐市场的后巷里。迄今为止，这些市场仍被其他公司所支配。由于高热量可乐的增长缓慢，可口可乐公司和百事可乐公司计划入侵新的领域。
Coca-Cola is moving in with two new products: Cherry Coke, a canned version of the old soda fountain favorite, and Minute Maid Orange Soda, which contains orange juice. Pepsi’s new product is Slice, a lemon-lime soft drink that also contains fruit juice. If these products live up to their early performance in test markets—a big if—they could produce $ 3 billion a year in retail sales. The skirmishes between the cola giants will precipitate a battle for supermarket shelf space and for the loyalty of battlers. The big guys will press bottlers to drop competing brands to make way for their new products.
可口可乐凭着两种新产品投入了战斗：一种叫做“樱桃可乐”，是原来的冷饮柜的宠儿的罐装版，另一种叫做“小少女桔子汽水”，含有桔子汁。百事的新产品是“斯来思”，它也是一种包含果汁的柠檬——酸橙软饮料。如果这些产品能够达到早期在试销市场的表现—这是个值得疑问的“如果”—他们在零售方面每年就能产出30亿美元来。可乐巨人之间的小冲突就会升级为一场为争夺超市货架空间和瓶装商忠心的战役。这两个巨商将迫使瓶装商们放弃与之竞争的品牌，以便为他们的新产品让道。
It’s too ea rly to tell how the reincarnated Coke is selling, since many bottlers are still working off old inventories. But the company isn’t leaving much to chance. Coca-Cola will back new coke with more than $ 70 million of advertising this year, vs. the $ 50 million or so PepsiCo will spend on its flagship brand. Over the long term, however, many industry analysts believe the Coke reformulation will do little to dramatically change either Coke’s or Pepsi’s market share. Says Joseph Doyle Harris Upham brokerage firm in New York: “Twelve months from now, we’ll look back and see new Coke as a nonevent.” In all its variations, Coke holds about 29% of the U.S. market, Pepsi 23%.
现在判断新可口可乐产品的销售情况还为时过早，因为许多经销商还在销售存货，但是公司不会听任其命运。今年可口可乐公司会用7千多万美元的广告费来支持新可乐，而百事可乐公司也将花大约5千万美元为自己的旗舰商标作广告。然而，从长远来看，许多行业分析家认为，可口可乐的重新配方几乎不会给可口可乐或百事可乐的市场份额带来巨大的变化。纽约的Harris Upham经济业联号的Joseph Doyle说，“从现在起12个月后，我们再回头看，会发现可口可乐其实很令人扫兴。”把所有产品都算在内，可口可乐占美国市场的29％，而百事占23%。
The company’s new formula was designed partly to keep Coke’s sales growing overseas. Com pared with Americans, who guzzle more soda than water, the rest of the world is still in the sipping stage. Coca-Cola’s goal is to kick up its slowing growth rate outside the U.S. from about 3% a year to 10%. Company executives think a less filling, more “guzzleable” new Coke will help.
可口可乐设计新配方的部分原因是为了保持可口可乐在海外销售的增长。和喝汽水比水还多的美国人相比，世界其他地区的人们简直仍处在“小口顺饮”阶段。可口可乐的目标是把美国之外减慢的增长率从一年3%提高到10％。该公司的经管人员认为，一种不太“灌人”、更易“狂饮”的新型可乐将会起到预期作用。
Domestically, sales of soft drinks have been bubbling along nicely. They grew 6% last year, vs. 2% to 3% a few years ago. But the cola makers may experience more growing pains. At least with the high-calorie colas that account for half of all sales (diet colas hold about 12%). Baby-boomers are showing a strong preference for healthier, less fattening drinks as they age—everything from diet soda to bottled water to fruit juice. For example, according to Beverage World, an industry magazine, fruit juice and fruit drink sales have grown from $ 1.2 billion in 1976 to $ 8.4 billion last year. John Costello, senior vice president of marketing and sales for Pepsi-Cola USA, thinks the popularity of fruit juices can be captured in new soft drink products such as Slice. “We want to take the vitality of the juice market and put it into soft drinks,” says Costello.
在国内，软饮料的销售一直不错。去年它们增长了6％，而几年前只有2％到3％。但是可乐制造商也许会经历更多的成长的烦恼，至少在高热量可乐方面，它占总销售额的一半（营养可乐占12％）。生育高峰期出生的人随着年龄的增长，表现出对有利健康、不易发胖的饮料的强烈的喜爱——所有一切，从营养汽水到瓶装水到果汁。例如，根据行业杂志《饮料界》的报告，果汁和水果饮料的销售额已由1976年的12亿美元增长到去年的84亿美元。美国百事可乐营销部的副经理John Costello认为，果汁受欢迎的特点可以被运用到像“斯来思”这样的新型软饮料产品当中。Costello说，“我们想汲取果汁市场的活力，把它注入到软饮料中。”
Even without the new products from Coca-Cola and PepsiCo, the non-cola field is crowded. Indeed, with so many regional and national brands out there, it is sometimes hard to keep track of who owns what and who’s competing with whom. But essentially the non-cola market can be divided into four segments: lemon-lime sodas, which account for about 12% of soft drink sales and include Philip Morris, 7 Up and Coca-Cola’s Sprite; orange sodas (4% of sales), which include R.J. Reynolds’s Sunkist and Procter & Gamble’s Crush; mixers (2%), which include ginger ale, club soda, and tonic water and, finally, the Pepper category (7%), dominated by Dr Pepper, a non-cola drink based on a mixture of fruit flavors.
即使没有可口可乐公司和百事可乐公司的新产品，非可乐市场也是很拥挤的。的确，那儿有那么多的地方品牌和国家品牌，有时很难弄清哪种品牌属于哪家公司、谁在和谁竞争。但是，非可乐市场基本上可以分为四部分：占软饮料销售额12％的柠檬——酸橙汽水，其中包括“菲利普?莫里斯”、“七喜”和可口可乐公司的“雪碧”；桔子汽水（占总销售额的4%），包括R.J.雷诺兹的“浴光”和宝洁公司的“迷恋”；调和饮料(2％），包括姜汁淡啤酒、俱乐部汽水和滋补水；最后一类是佩拍类，其中主要产品是“佩拍博士”，这是一种把数种水果味道混合在一起的非可乐饮料。
Although Coca-Cola and PepsiCo’s new fruit juice sodas will compete with each other, they are more likely to steal market share from all those other drinks already on supermarket shelves. Slice, a lemon-lime soda that actually contains four juices—white grape, pear, lemon, and lime—poses a challenge both to 7 Up, the No. 1 lemon-lime soda (4.4%) and sprite. Based on its performance in test markets, industry analysts say Slice could grab 3% to 4% of the U.S. market.
虽然可口可乐公司和百事有限公司的新果汁汽水将互相竞争，但它们更有可能从所有那些已经摆上超市货架的其他饮料手中窃取市场份额。“斯来思”，一种柠檬——酸橙汽水，实际上包含了4种果汁—白葡萄汁、梨汁、柠檬汁和酸橙汁，它对头号柠檬——酸橙汽水“七喜”(4. 4％）还有“雪碧”都形成了挑战。根据它在试销市场上的销售情况，行业分析家认为，“斯来思”可能会占领美国软饮料市场的3％到4％的份额。
Coca-Cola seems determined that Slice’s sales won’t come at the expense of Sprite. This year the company hiked Sprite’s advertising budget to $ 40 million, and boosted sales 25% in the first three months. Seven-Up, on the other hand, still seems to be searching for a defense. It is distributing more consumer coupons and giving bottlers bigger discounts, but has also unimaginatively returned to its 17-year-old “uncola” advertising theme. Says Jesse Meyers, publisher of Beverage Digest. “It’s raining out there, and Seven-Up hasn’t put up an umbrella.”
可口可乐公司似乎下定决心，不能用牺牲“雪碧”来换取“斯来思”的销售额。今年，该公司把“雪碧”的广告费猛增到4千万美元，在第一季度，使其销售额比去年同期增长了25纬。另一方面，“七喜”似乎仍在寻求防御。它分发更多的赠券，给经销商打更大的折扣，但它也无趣地又回到已沿用了17年的广告主题—“非可乐”。《饮料文摘》的出版商Jesse Meryer说，“外面正在下雨，‘七喜'却还没有撑起伞。”
Coca-Cola’s advance into orange soda is bad news for Sunkist, which holds a 1.5% share of the soft drink market, and Crush (around 1%) Coca-Cola began testing Minute Maid Orange Soda in Canada last summer. Some
analysts think it will quickly challenge Sunkist as the top-selling orange drink.
可口可乐向桔子汽水进军对占软饮料市场1. 5％的“浴光”和1％的“迷恋”来说都是坏消息。去年，可口可乐公司开始在加拿大试销“小少女”桔子汽水。一些分析家认为它很快就会作为最畅销的柑桔饮料挑战“浴光”。
The sleeper among the products might turn out to be Cherry Coke, which contains no fruit juice at all. Emanuel Goldman, a beverage analyst with Montgomery Securities in San Francisco, says Cherry Coke has captured shares of 4% to 8% in te st markets. The drink probably won’t do as well when it is rolled out nationally, since consumer coupons and price promotions have been helping it along. But Goldman believes Cherry Coke could eventually displace Dr pepper as the nation’s fifth-best-selling soft drink.
诸产品中出人意料的成功者可能会是“樱桃可乐”，它根本不含果汁。旧金山Montgomery证券的饮料分析家Emanuel Goldman说，“樱桃可乐”在试销市场上占了4％到8％的份额。在全国铺开销售时，它的销售情况也许不会那么好，因为在试销时消费赠券和价格促销起了一定作用。但是Goldman相信“樱桃可乐”最终会取代“佩拍博士”，成为该国排名第五的畅销饮料。
Even if consumers swill the new sodas by the liter in test markets, however Coca-Cola and PepsiCo still face a struggle in persuading bottlers across the nation to take the products. One of the biggest battles in the soda wars, in fact, may not be for drinkers but for bottlers. Bottlers have a symbiotic but occasionally fractious relationship with the syrup makers. Although Coke and Pepsi own some of their own bottling companies, most bottlers are still independent. They do the bulk of their business selling colas, counting on Dr Pepper, Sunkist, and other non-colas to fill out their line. But because exclusive contracts with the syrup makers prevent bottlers from distributing competing brands, the cola giants must persuade them to drop established products to take on Slice or Minute Maid Orange Soda.
即使在试销市场上消费者成升地畅饮这些新型汽水，可口可乐和百事可乐仍面临一场斗争来劝说全国的经销商接受这些产品。事实上，汽水战争中最大的斗争也许不是争夺饮用者而是争夺经销商。经销商和浆汁制造商之间有一种共生的但有时又很难驾驭的关系。虽然可口可乐和百事可乐都有自己的经销公司，但是大多数的经销公司仍然是独立的。他们的主要业务是销售可乐，此外还靠“佩拍博士”、“浴光”及其他非可乐饮料来补充生意。但由于独家经销合同禁止经销商销售竞争品牌的产品，可乐巨头们必须说服经销商放弃已经确定了地位的产品，以接受“斯来思”和“小少女”柑桔汽水。
The bottlers may no to along. Much of the expense of introducing a new product—blitzing consumers with coupons and offering deep discounts to retailers to get the product on the shelves—is borne by the bottler. He is reluctant to walk away from his investment in an existing brand to pony up for something new. That may be especially so in the case of the fruit juice sodas. Because syrups made with juices are more expensive than other syrups, Coca-Cola and PepsiCo will be charging bottlers more for them. But to boost Slice’s sales, bottlers are discounting the drink. If they can’t get the price up and keep it up, PepsiCo’s new product will be less profitable to them than regular soft drinks that hold smaller market shares.
经销商也许不会同意。因为引进一种新产品的大部分费用——包括对消费者发起赠券攻势、给零售商大打折扣以使产品摆上货架——都是由经销商承担的。他不愿放弃对现有品牌的投资，而去为某种新品掏钱。这对果汁汽水尤其如此。由于用果汁制成的浆汁比其他浆汁要贵，可口可乐和百事可乐公司将会为此索要更高的价钱。但是为了促进“斯来思”的销售，经销商们正在给该饮料打折。如果他们不能使价格回升并维持其价，百事公司的新产品对他们来说，将没有占市场份额较小的常规软饮料利润大。
Contractual conflicts could hurt some new brands more than others. Minute Maid Orange Soda appears to face more trouble than Slice, since half of Coca-Cola’s bottlers are pledged to distribute Sunkist or Crush; only 22% of PepsiCo’s bottlers handle Slice’s head-to-head competitor, 7 Up. Cherry Coke may have the easiest time. It will compete with Dr Pepper, for which Coca-Cola bottlers do more than 40% of the distribution. But Dr Pepper has told Coke bottlers that it doesn’t see the new soda as a direct competitor, so they don’t have to worry about losing the Pepper franchise if they take on the new drink. Is Dr Pepper being generous? Hardly. The company apparently fears that if Coke bottlers are forced to choose between Cherry Coke and Dr Pepper, they will let the doctor take a walk.
合同冲突对于一些新品牌的伤害可能比另一些要大。“小少女”柑桔汽水好像要比“斯来思”面临更多的麻烦，因为可口可乐一半的经销商都承诺要销售“浴光”或“迷恋”；百事公司仅有22％的经销商销售“斯来思”的死对头“七喜”。“樱桃可乐”的日子也许过得最容易，它将和“佩拍博士”竞争，而后者40％的产品是由可口可乐公司的经销商销售的。但是“佩拍博士”已经告诉可口可乐的经销商，他不认为这种新的汽
水会是一名直接竞争者，所以如果经销商们答应销售“樱桃可乐”，也不必担心会失去佩拍的经销权。“佩拍博士”大度吗？不。该公司显然担心，如果可乐的瓶装商们被迫在“樱桃可乐”和“佩拍博士”间作出选择，那么走人的将会是“博士”。
It’s hard to gauge a bottler’s loyalty. Coke’s biggest bottler is John T. Lupton, chairman of JTL Corp., a $ 700-million-a-year Chattanooga company. Lupton also bottles Sunkist, but ask him if he’s willing to drop it so he can take on Coca-Cola’s Minute Maid, and he’ll tell you, “I’ll be glad to. All Coca-Cola has to do is give me a product that’s competitive in price and quality, and I’ll take it hands down.” But not Charles Millard, chairman of the $ 600-million-a-year Coca-Cola Bottling Co. of New York, Coke’s second-largest customer. Even though Coke owns 31% of his company, Millard says he will stick with Sunkist. “They have made a big investment in this market and in our business,” he says. “ The smart bottlers will leave the dance with the girl they came with.”
一个经销商是否忠诚很难断定。可口可乐的最大经销商是JTI公司的董事长John T. Luptono该公司位于Chattanooga,年产值为7亿美元。Lupton同时也包装“浴光”，但如果问他是否愿意放弃该品牌，以便接手可口可乐的“小少女”，他会告诉你，“我将很高兴那样做。只要可口可乐可以给我一种在价格和质量上都很有竞争力的产品，这样我比较容易接受它。”但是位于纽约年产值6亿美元的可口可乐的第二大经销公司的董事长Charles Millard却不那么认为，即使可口可乐拥有它31％的股份，Millard表示还是会坚持销售“浴光”。“他们对市场和我们的生意的投资很大，”他说，“精明的经销商们会和他们选择的产品一直在一起。”
HOLDOUTS LIKE MILLARD are likely to become targets of all-out sales campaigns. The hard sell won’t come until later this year, since Coca-Cola is still in test markets with Minute Maid Orange Soda and Cherry Coke, and Pepsi is concentrating on distributing Slice through bottlers who have no conflict. But when the push does start, says a soft drink company executive, “Things are going to get very, very interesting.”
像Millard这样的坚持者可能会成为大规模销售战役争夺的对象。由于可口可乐的“小少女”和“樱桃可乐”仍处于试销阶段，百事公司也正集中精力通过没有冲突的经销商来销售“斯来思”，艰苦的销售战要到今年晚些时候才会出现。但是，当进攻真正开始时，一位软饮料公司的经管人员说，“事情会变得非常非常地有趣。”
To convince bottlers that the new products can match or exceed the sales of existing brands without heavy discounting or couponing, Coca-Cola and PepsiCo will have to cut back on special promotion, then ply the bottlers with the resulting sales data. But their most useful tactic will be to offer the bottlers generous cooperative advertising deals on the new sodas, and extra money to promote the old ones. Bottlers may come in for a little arm-twisting as well. “It’s often very subtle,” says an industry executive who prefers not to be named. “The Coca-Cola representative will say, ‘That decision is not going to sit very well in Atlanta’ or something like that.”
为了使经销商们相信，新产品不用大打折扣和发放赠券就可以比得上或者超过现有品牌的销售额，可口可乐和百事可乐将不得不减少特殊促销手段，然后不断向经销商提供因此而产生的销售数据。但是他们最有效的战术是就新产品向经销商们提供慷慨的广告合作，而就老产品给予额外的促销费用。经销商们也许还会遭受些压力，“压力通常非常微妙，”一个不愿公开姓名的企业经管人员说，“可口可乐公司的代表会说‘那个决定在亚特兰大将不会被通过'或一些类似的话。”
If companies can’t get t heir products distributed nationwide, marketing them will be more expensive. Buying local advertising is simply more costly than purchasing network spots. Brian Dyson, president of Coca-Cola USA, says that it generally doesn’t pay to advertise nationally u ntil a new product is in about 80% of the country. Costello of PepsiCo—whose Slice has been rolled out to 70% of the country—says Pepsi is willing to settle for the smaller profits that will result from partial distribution. Analysts believe that’s because PepsiCo doesn’t think it can persuade bottlers to dump 7 Up. Coca-Cola seems more confident about unseating Sunkist and Crush. If Coke proceeds beyond test markets with Minute Maid, Dyson’s goal will be to distribute the drink across the country.
如果公司不能在全国范围内销售自己的产品，销售它们的费用就会更高。购买地方广告比购买广播网的插播广告更为昂贵。美国可口可乐公司总裁Brian Dyson说，如果一种新产品不能在全国80%的地区里销售，那么在全国范围内做广告将得不偿失。百事可乐的“斯来思”已经销往全国70％的地区，该公司的Costello 说，百事公司愿意接受局部地区销售带来的较低的利润。分析家们认为这是因为百事公司觉得它不能说服经销商们抛弃“七喜”。而可口可乐似乎对挤垮“浴光”和“迷恋”更有信心。如果可口可乐的“小少女”能走出试销市场，Dyson的目标是将它销往全国。
The battle to unseat smaller brands, dominate niches, and shove competing products out of distribution will be costly and exhausting, and could go on for years. But the large companies will surely squeeze into every market they
can, hoping it will be worth the pinch.
挤垮小品牌，占据合适地位以及把竞争产品挤出分销渠道的斗争将既费钱又费力，而且会持续数年。但是大公司肯定会挤进它能争取到的每一寸市场，希望它值得一拼。
--From Fortune. June 24, 1985
－－摘自1985年6月24日《财富》
reformulation / / n.重新配方
feuding / / a.仇恨的；长期不和的；争吵
be spoiling for / / 一心想；切望
guy / gai/ n.（口语）家伙
wage / weidV/ v.进行
alley / 5Ali/ n.小巷；小街
calorie / 5kAlEri/ n.卡路里（热量单位）
minute / 5minit, mai5nju:t/ a.微小的
lime / laim/ n.酸橙
live up to / / 符合；达到
skirmish / 5skE:miF/ n.（军事）小规模战斗；小冲突
precipitate / pri5sipiteit/ v.促成；促使...加快
brand / brAnd/ n.（商品的）牌子；商标
reincarnate / ri:in5kB:neit/ v.赋予（灵魂）以新的形体
advertising / 5AdvEtaiziN/ n.（总称）广告；宣传
brokerage / 5broukEridV/ n.掮客业务；经纪业
guzzle / 5gQzl/ v.狂饮
soda / 5sEudE/ n.苏打水；汽水
sip / sip/ v.小口地喝；抿
bubble / 5bQbl/ n.（口）沸腾；汩汩地流
diet / 5daiEt/ n.平常营养；减肥
baby-boomers / / 生育高峰期出生的人
beverage / 5bevEridV/ n.饮料
vitality / vai5tAliti/ n.生命力；生机
track / trAk/ n.踪迹
keep track of / / 看清；跟上...的进展
segment / 5segmEnt/ n.部分
quench / kwentF/ v.消除
siphon / 5saifEn/ v.抽取；分出
ale / eil/ n.（原义为）淡色啤酒
flavor / 5fleivE/ n.味道
pose / pEuz/ v.提出（挑战）
hike / haik/ v.（急剧地）提高；上升
coupon / 5ku:pRn/ n.（附在商品上的）赠货劵
sleeper / / n.（口）出乎意料的成功者
security / si5kjuEriti/ n.有价证劵
promotion / prE5mEuFEn/ n.推销行动
swill / swil/ v.大口地喝
liter / 5li:tE/ n.升（容量单位）
symbiotic / simbai5Rtik/ a.共生的
fractious / 5frAkFEs/ a.烦躁的；难驾驭的
syrup / 5sirEp/ n.糖浆
fill out / / 凑齐；补齐
blitz / blits/ v.（用闪电式行动）攻击
pony up / / （美俚）付清
pledge / pledV/ v.使保证
franchise / 5frAntFaiz/ n.特许经销权
gauge / geidV/ v.测量；判定
holdout / 5houldaut/ n.拒不合作者
ply / plai/ v.不断提供
tactic / 5tAktik/ n.战术；手段
deal / di:l/ n.协议；交易
come in for / / 受到；遭到；得到
arm-twisting / 5a:m5twistiN/ n.（口）强迫；压力
do a little arm-twisting / / 略施压力
subtle / 5sQbtl/ a.微妙的
executive / ig5zekjutiv/ n.业务经理人员
settle for / / 勉强接受
unseat / 5Qn5si:t/ v.使退位；使下台
proceed / prE5si:d/ v.进行；开展
niche / naitF/ n.（原意为）壁龛；合适的地位
1.retail sales
2.on the defensive
3.Until now these have been dominated by other companies.
4.If these products live up to their early performance in test markets …
5.… to make way for their new products
6.… many bottlers are still working off old inventories.
7.its flagship brand
8.Harris Upham brokerage firm
9.… Coke holds about 29% of the U.S. market, Pepsi 23% .
https://www.360docs.net/doc/7a4289907.html,pany executives
11.But essentially the non-cola market can be divided into four segments:…
12.Although Coca-Cola and PepsiCo’s new fruit juice sodas will compete with each other, …
13.bigger discounts
14.Some analysts think it will quickly challenge Sunkist as the top-selling orange drink.
15.distributing competing brands
16.offering deep discounts
17.If they can’t get the price up
18. a product that’s competitive in price and quality,
19.all-out sales compaigns
20.heavy discounting
《外刊经贸知识选读》复习资料
《外刊经贸知识选读》复习资料 Lesson One China in the Market Place 一、术语： manufactured goods 制成品 capital equipment 资本货物 balance of payments 国际收支 current account 经常项目 visible trade account 有形贸易项目 invisible trade account 无形贸易项目 trade surplus 贸易顺差 trade deficit 贸易逆差 barter 易货贸易 compensation trade 补偿贸易 counter-trade 反向贸易 assembly manufacturing 组装生产 industrial and commercial consolidated tax 工商统一税 joint venture 合资企业 deferred payment 延期付款 buyer credit 买方信贷 supplier credit 卖方信贷 soft loan 软贷款（低息贷款） MFN treatment: Most Favored Nation treatment 最惠国待遇 PNTR: Permanent Normal Trading Relations 永久性正常贸易关系 NI: National Income 国民收入 GNP: Gross National Product 国民生产总值 GDP: Gross Domestic Product 国内生产总值 IBRD: International Bank for Reconstruction and Development 国际复兴和开发银行 IDA: International Development Association 国际开发协会 IFC: International Finance Corporation 国际金融公司 OECD: Organization for Economic Cooperation and Development 经济合作和发展组织 BIS: Bank for International Settlement 国际清算银行 EEC: European Economic Community 欧洲经济共同体 EU: European Union 欧洲联盟 FDI: Foreign Direct Investment 外商直接投资 二、词语释义： exacerbate: deteriorate 恶化 disrupt: interrupt 中断 in the wake of: following 继┉之后 breakdown: analysis by classification 分类分析 buoyant: brisk 上扬的，增产的 run-down: reduction
外刊经贸知识选读翻译
旺旺英语 Lesson 15 Weekly Commodities (telex) 每周商品行情 Commodities 1商品行情（-） econews by Kate Kavanagh Oil prices seesaw to three-month low in “big bang week London”, Oct. 31 (afp)—the attention of commodities dealers was last week captured initially by events on the stock exchange, where Monday’s big bang was muffled by computer failures, but turned later to the troubled oil market. （法新社）10月31日电：在“伦敦大爆炸改革周”中，石油价格起伏不定，跌至三个月来的最低点。——上周商品交易者们的注意力先是被股票交易所发生的事情吸引，那里的计算机出了故障从而抑制了周一的“大爆炸改革”；但随后，交易者们的注意力又转向了混乱的石油市场。 The unexpected departure of sheik ahmed zaki yamani from his post as Saudi Arabian oil minister aggravated existing uncertainty concerning the future direction of oil prices in view of severe world oversupply. 在国际市场严重供大于求的情况下，沙特阿拉伯石油部长亚马尼的突然离职使本来就起伏不定的油价变得更加难以预料。 Unstable crude prices in turn prompted falls in platinum and gold, the latter to its lowest since early September, aggravated by the withdrawal of investment support as the dollar regained ground. 动荡的原油价格反过来又加速了白金和黄金的降价，而且由于美元重收失地，投资者纷纷撤回投资，黄金还降到了九月初以来的最低点。 Sterling’s decline lent some support to the base metal sector, where lead and zinc rallied on the continuing lack of a solution to the labour dispute affecting australia’s broken hill mines. 英镑的贬值使贱金属的价格有所上升。由于影响到澳大利亚Broken Hill矿山的劳工纠纷迟迟得不到解决，贱金属里的铅和锌的价格止跌回升。 Coffee fluctuated wildly on uncertainty over brazil’s role in the market but sugar and cocoa kept to a narrow range in quiet conditions. 咖啡的价格由于巴西在市场上的角色不稳定而疯狂波动，可是糖和可可的价格在平静中起伏不大。 The grain sector was dulled by the prospect of lower-than-expected soviet imports this season, despite improved british export figures. 本季度，尽管英国的出口量增加了，谷物市场还是因为苏联的进口比预想的低而显得清淡。 Commodities 2 商品行情2 Econews(London) Gold: lower. After coming in for early support on news of strike action affecting mines belonging to gold fields of south Africa, values declined in line with platinum and new york advices as miners were encouraged to return to work by management promises of negotiation. The fall in oil prices also brought pressure to bear but good resistance at around the 400 dollars per ounce level permitted a brief rally. However, values suffered a late decline to below 400 dollars per ounce in line with new york as the dollar strengthened on news of a decline in the u.s. budget trade and a cut in the bank of japan’s discount rate. 黄金：跌了。由于南非金矿受到罢工影响，黄金的价格上升，但随后资方承诺谈判，矿工复工，使得其价值又随着白金的贬值和纽约交易所的行情报告跌了下来。油价的下降同样给市场带来了压力，但在每盎司大约400美元的水平上的强力支撑使金价短时止跌。然而，美国国家预算批准的海外采购的减少和日本削减银行贴现率的消息使美元变得坚挺，金价随后下降到每盎司400美元以下，和纽约交易所标明的价格一样。 Latest figures from the south African chamber of mines showed a 4.6 per cent drop in gold production during the first nine months of 1986 to 488,854 kilos against 504,996 during the same 1985 period. 南非矿业协会的最新数字表明，1986年前9个月的黄金产量与1985年同期相比，下降了4. 6％，由504,996公斤减少到481,854公斤。
第14课 初级商品市场外刊经贸知识选读,每课重要知识点,串讲,课文翻译
第14课初级商品市场 Soft Commodities非耐用商品 Many prices are at historic lows, and the IMF expects further falls.Yet there are signs that the worse may be over.One key commodity, sugar, has recovered. 许多商品的价格处于历史最低点，虽然国际货币基金组织预计价格还会进一步下跌。但是，有迹象表明，最糟的局面已经结束了。因为“糖”这种关键性商品的价格已经回升了。 Markets Have Lost Their Allure 市场已失去吸引力 For Most people involved in the production and trading of “soft” or agricultural commodities, this is proving to be a grim decade. 对于大多数生产并买卖非耐用商品或农业品的人来说，这十年无疑是阴暗的十年。 Prices are in many cases at, or near, historic lows in real terms as markets struggle to cope with floods of surplus produce.And—with most soothsayers forecasting flat, or still lower, prices—the markets themselves have lost much of their allure. 许多情况下，产品的价格都在实际意义上处于或接近历史最低价，这是因为市场要应付泛滥成灾的过剩的农产品。同时，大多数预言家预测价格将会持平，或者更低。市场自身已经失去了很多的魅力。 Speculators who profited handsomely from the price volatility of the 1970s have deserted soft commodities for the newer excitement of financial futures or the security and big yields afforded by the equity and money markets. 从20世纪70年代的价格不稳中大笔获益的投机者们已经放弃了非耐用商品而寻求金融期货或有价证券带来的新的刺激以及股票和货币市场提供的巨额利润。The contrast with the “resources decade” of the 1970s could hardly be more marked.It is strange, indeed, to observe that only 10 years have elapsed since spiraling commodity prices were the focus of major international concern, and many respected forecasters were warning of impending global shortages of basic raw materials and foodstuffs. 这和70年代的“资源十年”之间的对比是再明显不过的了。确实很奇怪，仅仅十年前，国际上关心的焦点还是不断盘旋上升的价格，许多受人尊重的预言家们一直在警告全球性的基础原材料和食品短缺即将到来。 The shortages never came, and the terms of trade have now shifted dramatically against the commodity producers.Agricultural commodities have been particularly badly https://www.360docs.net/doc/7a4289907.html,st year alone, the International Monetary Fund’s indices of food prices and of agricultural raw material prices fell by 15 per cent and 12 per cent https://www.360docs.net/doc/7a4289907.html,modity prices in general were about 35 per cent below their 1980 average in 1985 according to the UN Conference on Trade and Development (UNCTAD). 然而，短缺从未出现，现在的贸易条件已经转为对商品生产者大为不利，特别是农产品遭到了严重的打击。仅仅去年一年，国际货币基金组织的食品和农业原材料的价格指数就分别下跌了15％和12％。联合国贸易和发展会议（贸发会）的
最新自考《外刊经贸知识选读》复习资料
自考《外刊经贸知识选读》复习资料 Lesson One China in the Market Place 一、术语： manufactured goods 制成品 capital equipment 资本货物 balance of payments 国际收支 current account 经常项目 visible trade account 有形贸易项目 invisible trade account 无形贸易项目 trade surplus 贸易顺差 trade deficit 贸易逆差 barter 易货贸易 compensation trade 补偿贸易 counter-trade 反向贸易 assembly manufacturing 组装生产 industrial and commercial consolidated tax 工商统一税 joint venture 合资企业 deferred payment 延期付款 buyer credit 买方信贷 supplier credit 卖方信贷 soft loan 软贷款（低息贷款） MFN treatment: Most Favored Nation treatment 最惠国待遇 PNTR: Permanent Normal Trading Relations 永久性正常贸易关系 NI: National Income 国民收入 GNP: Gross National Product 国民生产总值 GDP: Gross Domestic Product 国内生产总值 IBRD: International Bank for Reconstruction and Development 国际复兴和开发银行IDA: International Development Association 国际开发协会 IFC: International Finance Corporation 国际金融公司 OECD: Organization for Economic Cooperation and Development 经济合作和发展组织BIS: Bank for International Settlement 国际清算银行 EEC: European Economic Community 欧洲经济共同体 EU: European Union 欧洲联盟 FDI: Foreign Direct Investment 外商直接投资
最新第10课-更自由的贸易外刊经贸知识选读-每课重要知识点-串讲-课文翻译
第10课关于关贸总协定和世界贸易组织 Freer Trade, with Luck自由贸易，一路走好 1.In the past few days differences between the United States and the European Community on farm trade have narrowed almost to nothing. As a result the world is now close to concluding the Uruguay round of GATT talks. That deal is admittedly far from perfect, a series of messy compromises The cause of free trade will have many more battles to fight. Never mind. On a conservative estimate the Uruguay round would permanently raise global welfare by more than $100 billion a year, spur economic growth everywhere (especially in the world’s poorest countries) and extend competition to hither to sheltered, and therefore backward, parts off all economies. By any standards, it would be a hugely valuable achievement. Cause----aim, principle or movement that is strongly defended or supported 极力维护或支持的目标﹑原则或运动; 事业: a good cause, ie one that deserves to be supported, eg a charity 高尚的目标（应为之尽力的目标, 如慈善事业）* He fought for the republican cause in the civil war. 他在内战中为共和事业而战. * Her life was devoted to the cause of justice. 她为正义事业而献身. 在过去的几天中，美国同欧共体之间有关农产品贸易的分歧几乎荡然无存。因此，关贸总协议乌拉圭回合的谈判现已接近尾声。诚然，协议远不够完善，仅是对一系列棘手问题的妥协。争取自由贸易的事业还有许多仗要打。不过，不必担心。依据保守的估计，乌拉圭回合协议将持久地每年为全球增加1,000多亿美元的财富。而且，还会刺激各国的经济增长（尤其是世界上最贫困的国家）。同时，它将贸易竞争扩展到那些迄今仍坚持保护主义政策并因此而落后的国家。无论依据何种标准衡量，这都是一个价值巨大的成就。 2. Such opportunities come too rarely to be squandered. Yet this one still may be. In the most recent talks about farm trade, America has shown a new willingness to compromise on details, doubtless ref lecting George Bush’s need for an economic success to boast of in his election campaign. Whatever the motive a spirit of compromise makes sense for America, since it stands to gain a lot more from a successful round than any other country. But the EC continues to hesitate—because of France. French farmers are violently opposed to the reform of the common agricultural policy(CAP) that Europe’s government agreed to last May.In certain respects, the farmers claim, the GATT deal now in prospect would take reform further, damaging their interests even more. 这样的机会不容错过。然而，这次机会仍差点被错过。最近，在有关农产品贸易的谈判中，美方多次表示愿意在细节问题上做出妥协。这无疑反应了布什总统需要一个经济成果，以便在大选中吹嘘。不管动机如何，做出妥协这一主导思想对美国是有意义的，因为谈判的成功给美国带来的利益要远大于其他任何国家。但是，由于法国的原因，欧共体仍旧犹豫不决。法国农民强烈反对改革欧洲各国政府于去年五月通过的共同农业政策。他们声称，在某些方面，正在酝酿中的关贸
最新第12课--市场竞争外刊经贸知识选读-每课重要知识点-串讲-课文翻译
第12课市场竞争 Soft Drink Wars: the Next Battle 软饮料战：下一次战争 The reformulation of Coke has given the feuding cola giants a chance to go at each other again. 可口可乐的重新配方为长期不和的可乐巨头提供了一个新开战的机会。 But Coca-Cola and PepsiCo are spoiling for yet another f ight, and this time they’re picking on the little guys: non-cola makers like Seven-Up and Dr Pepper. By Monci Jo Williams 但是可口可乐和百事可乐一心想进行另一场战斗，这一次它们选中了小企业：“七喜”和“佩拍博士”。 In the U.S.soft drink industry, where 1% of the market is worth $ 300 million in retail sales, Coca-Cola and PepsiCo don’t wage mere market share battles.They fight holy wars.These days the fighting is on two fronts.One is on the vast plains of the cola business, where the reformulation of Coke has Pepsi on the defensive.The other is in the back alleys of the smaller, non-cola market.Until now these have been dominated by other companies.As growth of high-calorie colas slows, however, Coca-Cola and PepsiCo are invading new territory. 在美国的软饮料行业，1％的市场份额就意味着3亿美元的零售额，可口可乐公司和百事可乐公司进行的不仅仅是争夺市场份额的斗争，他们进行的是“圣战”。目前他们的斗争有两条战线。一条是可乐生意的广阔战场，在这儿可口可乐的重新配方使百事处于守势。另一条战线是在较小的非可乐市场的后巷里。迄今为止，这些市场仍被其他公司所支配。由于高热量可乐的增长缓慢，可口可乐公司和百事可乐公司计划入侵新的领域。 Coca-Cola is moving in with two new products: Cherry Coke, a canned version of the old soda fountain favorite, and Minute Maid Orange Soda, which contains orange juice.Pepsi’s new product is Slice, a lemon-lime soft drink that also contains fruit juice.If these products live up to their early performance in test markets—a big if—they could produce $ 3 billion a year in retail sales.The skirmishes between the cola giants will precipitate a battle for supermarket shelf space and for the loyalty of battlers.The big guys will press bottlers to drop competing brands to make way for their new products. 可口可乐凭着两种新产品投入了战斗：一种叫做“樱桃可乐”，是原来的冷饮柜的宠儿的罐装版，另一种叫做“小少女桔子汽水”，含有桔子汁。百事的新产品是“斯来思”，它也是一种包含果汁的柠檬——酸橙软饮料。如果这些产品能够达到早期在试销市场的表现—这是个值得疑问的“如果”—他们在零售方面每年就能产出30亿美元来。可乐巨人之间的小冲突就会升级为一场为争夺超市货架空间和瓶装商忠心的战役。这两个巨商将迫使瓶装商们放弃与之竞争的品牌，以便为他们的新产品让道。 It’s too early to tell how the reincarnated Coke is selling, sinc e many bottlers are still working off old inventories.But the company isn’t leaving much to chance.Coca-Cola will back new coke with more than $ 70 million of advertising this
外刊经贸知识选读 第4课翻译
Lesson 4 The Economic Scene: A Global Perspective (Excerpts) In 1991,for the second year in a row, the economies of low-income and middle-income countries virtually stagnated, as measured by an increase in per capita gross domestic product (GDP). Aggregate output for developing countries advanced by slightly less than 2 per cent during 1991 (similar to the weak performance of 1990), implying an easing in per capita income of 0.1 per cent. Aggregate statistics for 1991 were influenced by the sharp decline in output in Central and Eastern Europe, as well as by the adverse effects of the Gulf crisis on several economies in the Middle East. Excluding Central and Eastern Europe, growth in developing countries in 1991 was 3.4 per cent, compared with 3.8 per cent during the 1980s. Estimates of GDP growth by major geographic region show an acceleration in Latin America and in sub-Saharan Africa; an increase in China’s growth rate helped to sustain high rates of growth in the East Asia region. International conditions for growth in developing countries deteriorated in 1991. The seven major industrial countries (the G-7) experienced a significant slowdown in GDP growth—from 2.8 per cent in 1990 to 1.9 per cent during 1991 as recession gripped Canada, the United Kingdom, and the United States and growth rates slowed in continental Europe and Japan. In important respects, the slowdown was different from those that occurred during the 1970s and 1980s. Rather than reflecting the effect of disinflationary policies, weakness in demand was more closely related to the loss of momentum that had built up during the long period of expansion that began in 1983. In addition, a common factor underlying the slowdown in many industrial countries was the cyclical deceleration in investment spending. Although the weakness in demand in the United States led to a sharp decline in short-term dollar interest rates—a positive development for many developing countries—it also contributed to a drop of over 6 per cent in non-oil commodity prices and to a slackening, to 3 per cent, in the growth of world trade. These trends were compounded by worsening economic conditions in the Soviet Union and its successor states, where a growing shortage of foreign exchange led to a compression of imports from Eastern Europe and an acceleration of certain commodity exports (aluminum, gold and lead, for instance) to earn hard currencies. Against this deteriorating global background, the improvement in economic performance in a few developing regions in 1991—which carried over in 1992—was especially noteworthy. This improvement is attributable, in part, to the implementation by many governments of measures to stabilize their economies and restructure incentives to encourage private initiative and international trade. Policy reforms in Latin America helped to moderate inflation and domestic demand; East Asian economics, supported by growth in export volume in the range of 10 per cent and by robust domestic demand, continued to grow rapidly. Sub-Saharan Africa raised its real GDP growth rate from 1.3 per cent in 1990 to 2.4 per cent in 1991. Also noteworthy was the implementation by the Paris Club of a new menu of enhanced concessions in debt reschedulings for the severely indebted, low-income countries. The menu was introduced in agreements with Benin and Nicaragua, and was subsequently applied in agreements with Bolivia and Tanzania. Nonconcessional but special extended rescheduling terms were also
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Lesson 1 China in the Market Place市场经济中的中国(Excerpts)（摘录） Barry Coulthurst examines the development of China’s trade policy and the present state of the overseas links --巴里库尔塞斯特对中国贸易政策的演变和当前与海外经济往来状况的研究 自从中华人民共和国成立以来，中国对外贸易的模式发生了巨大的变化。20世纪50年代，中国向苏联和东欧国家出口农产品换取制造品和资本设备，用于侧重于重工业发展所必须的工业化项目。1958~1959年的―大跃进‖最初在工农业生产上带来收益，但随后又导致了严重的经济平衡。三年自然灾害(1959-1961)加剧了经济问题，造成1960-1962年间的国民收入和对外贸易额的减少。 20世纪60年代，苏联经济和技术援助撤走，导致了中国与苏联及经互会成员国的贸易转向于日本和西欧国家的贸易。中国对外贸易政策的一贯宗旨是重视与第三世界国家发展贸易关系。 ―文化大革命‖期间（1966-1976）工农业生产一落千丈，交通运输限制更加严重，中国对外贸易的增长再次中断。 The Sino-USA agreement on trade relations, which came into force（解释：施行）in February 1980, accords China most-favoured nation treatment.（最惠国待遇） 在实现四个现代化中起着很大作用的对外贸易在近几年发展很快。1978年2月于日本签订了一个主要贸易协定，根据这个协定，中国向日本出口每盒石油换取工业设备和技术。1978年中国也与欧共体签订了长期贸易协定，继1979年初与美国的外交关系正常化以后，中美贸易发展迅速。美国遵照1980年1月25日生效的中美贸易关系协定给与中国最惠国待遇。 Breakdown分类A commodity breakdown of China’s trade shows that fuels （燃料）accounted for 24 per cent of total exports in 1982, 中国的贸易商品分类表明，1982年燃料占总出口的24%，食品占13%，纺织纤维和矿砂占7%，制造品占55%（最重要的产品是纺织品、化工产品、机械及运输设备）。自从新中国建立以来，中国一直重视进口资本设备已使加强工业部门。但是1982年进口的主要是食品，占进口总额的22%，轻工业产品占20%，机械和运输设备占17%。 During the past few years a major objective of the Chinese authorities（权威、权力）has been to reduce（减少）the proportion（比例）of agricultural exports, while increasing that of industrial and mineral products. A wide variety（多样性）of industrial goods are now exported and Chinese capital equipment has been used by a number of developing countries to establish projects in areas such as agriculture, forestry, light industry, food processing, water conservation and transport and communications. 过去几年，中国当局的主要贸易目标一直是减少农产品出口的比例，增加工业和矿产品的出口比例。中国现在出口种类繁多的工业品，许多发展中国家采用中国的资本设备，用于农业、林业、轻工业、食品加工业、水保护、交通和通信领域中的建设项目 The Balance Shifts 收支平衡变化The US dollar value of Chinese exports increased at an average rate of almost 18 per cent per annum between 1978 and 1983, while imports increased by approximately （大约）11 per cent per annum. As a result, the visible trade surplus （有形贸易顺差）rose sharply from US $ 1.4 billion in 1981 to US $ 4.4 billion in 1982 and US $ 3.7 billion in 1983. Exports grew much faster than imports during this period not only because of the strong emphasis placed on exporting by China’s economic planners, but also because a number of industrial projects were postponed in 1979. Official（官方）recognition（承认）that foreign technology could play a major role in modernising the Chinese economy had caused imports to rise by more than 50 per cent in 1978 placing undue strain on the national economy. Grain imports have fallen sharply over the past few years ---- China became a net grain exporter in 1984 ---- and in 1983 the country started to export soyabeans and cotton. 1978-1983年建，中国出口额按美元计算，平均每年增长率近18%，每年进口额增长率约是11%。因此有形贸易顺差从1981年的14亿美元猛增到1982年的44亿美元，1983年是37美元。同期的出口比进口增长快得多，这不仅是因为中国的经济决策者十分重视出口，还因为许多工业项目推迟到了1979年。官方认识到，在中国经济走向现代化的过程中外国技术起着主要作用，这种认识导致1978年进口增长50%以上，给国民经济造成了不应有的重负。在过去几年粮食进口急剧减少—1984年中国成为粮食净出口国---1983年中国开始出口大豆和棉花。