大学英语EAP整理
学术英语(eap)强化训练
学术英语(eap)强化训练全文共四篇示例，供读者参考第一篇示例：学术英语(eap)强化训练是指通过专门的培训课程和活动来提高学生在学术领域中运用英语的能力。
随着全球化的发展，学术界对英语能力的要求越来越高。
许多大学和研究机构都为学生和研究人员提供了学术英语强化训练的机会，以帮助他们更好地适应学术环境。
在这篇文章中，我们将探讨学术英语强化训练的重要性，以及如何进行有效的学术英语强化训练。
学术英语强化训练对于学生和研究人员来说至关重要。
在当今竞争激烈的学术环境中，拥有良好的英语能力是非常重要的。
在学术论文写作、学术演讲和跨学科合作等方面，英语都是必不可少的工具。
只有具备良好的学术英语能力，学生和研究人员才能更好地表达自己的观点、理解他人的研究成果，并与国际同行进行有效的交流。
通过学术英语强化训练，学生和研究人员可以提高自己的学术表达能力和交流能力，从而更好地适应学术环境。
第二篇示例：学术英语（EAP）是一种专门针对非英语母语母语者的英语强化训练课程。
该课程旨在帮助学生提高他们在学术环境中阅读、写作、听力和口语的英语水平，以便他们能够更好地参与到大学或研究生院的学术活动中。
EAP课程往往注重提高学生的学术英语技能，以便他们能够顺利完成论文、报告、研究和沟通。
EAP课程通常包括以下几个主要方面：1. 学术阅读：EAP课程帮助学生提高阅读学术材料的能力，包括提取关键信息、理解文本结构和提高阅读速度。
学生将学习如何有效地使用词典和其他工具来解决阅读过程中的困难。
2. 学术写作：EAP课程帮助学生掌握学术写作的基本原则，包括如何组织文稿、使用适当的学术论据和引用、以及书写清晰和连贯的段落和句子。
学生还将学习如何避免抄袭和引用规范等学术写作规范。
3. 学术口语：EAP课程帮助学生提高在学术环境中进行口头表达和演讲的能力。
学生将学习如何准备演讲、展示和回答问题，以及如何在学术讨论中参与和表达观点。
4. 学术听力：EAP课程帮助学生提高在学术环境中听懂讲座、学术讨论和演讲的能力。
English for Academic Purposes
English for Academic Purposes 【教案】一、引言英语学术用途（English for Academic Purposes，简称EAP）是指学术领域中使用英语进行交流和写作的技能。
随着全球化的发展，EAP的重要性日益凸显。
本教案旨在帮助学生提升在学术环境中使用英语的能力，使他们能够更好地适应大学学习和研究的要求。
二、学术阅读与写作1. 学术阅读技巧学术阅读是学生在大学中必不可少的技能。
本节将重点介绍以下技巧：a) 预览：通过快速浏览文章的标题、摘要、目录等内容，获取整体了解。
b) 扫读：有目的地搜索关键词、段落和图表，找到文章的主要观点和支持细节。
c) 理解上下文：通过理解文章的语境，推断词汇和句子的意义。
d) 笔记技巧：学会提取重要信息、摘录关键句子和记录自己的想法。
2. 学术写作技巧学术写作是学生在大学中必备的能力。
本节将介绍以下技巧：a) 结构规划：明确论文的整体结构，包括引言、正文和结论。
b) 论点与论据：清晰地提出自己的观点，并用合适的论据进行支持。
c) 文献引用：学会引用他人的研究成果，并遵守学术规范。
d) 修改与润色：反复修改论文，确保逻辑清晰、语言流畅。
三、学术演讲与讨论1. 学术演讲技巧学术演讲是展示研究成果和交流学术观点的重要方式。
本节将介绍以下技巧：a) 结构设计：明确演讲的目的、内容和结构，包括开场白、主体和总结。
b) 手势与表情：运用适当的手势和表情，增强演讲的表达力。
c) 语速与语调：掌握适当的语速和语调，使演讲更具吸引力。
d) 观众互动：与观众进行互动，例如提问、讨论和引用观点。
2. 学术讨论技巧学术讨论是学术交流中的重要环节。
本节将介绍以下技巧：a) 倾听技巧：学会倾听他人的观点，并提出适当的反驳或补充。
b) 表达观点：清晰地表达自己的观点，并用合适的论据进行支持。
c) 尊重他人：遵守学术道德，尊重他人的观点和意见。
d) 辩证思维：学会从多个角度思考问题，发展自己的批判性思维。
EAP和EGP相结合的大学英语教学模式的探索
EAP和EGP相结合的大学英语教学模式的探索作者：陈懿蒋曲博来源：《教育教学论坛》2018年第05期摘要：随着经济和文化的全球化发展，单纯的EGP的大学英语教学已不能满足当今大学生的实际需要。
EAP和EGP相结合的大学英语的教学模式，是大学英语教学改革的必然途径和方法。
关键词：EAP；EGP；大学英语教学改革中图分类号：G642.4 文献标志码：A 文章编号：1674-9324（2018）05-0151-03一、引言《大学英语课程要求》指出：“大学英语的教学目标是培养学生综合应用能力，特别是听说能力，使他们在今后工作和社会交往中能用英语有效地进行口头和书面的信息交流，同时增强其自主学习能力、提高综合文化素养，以适应我国经济发展和国际交流的需要。
”[1]随着社会的不断进步和发展，原有的大学英语教学模式已经不能满足高等院校学生的实际需求。
如何提高学生英语的学术应用能力，真正适应我国经济发展和国际交流的需要，成为大学英语教学改革的新挑战。
笔者认为，EGP（English for General Purposes，即通用英语）是开展EAP （English for Academic Purposes，即学术英语）的基础，而EAP是实现大学英语教学最终目标的必然途径。
那么如何将EAP和EGP相结合，找出大学英语教学改革的出路？本文将就如何解决这一问题进行论述，首先介绍改革的现状，重点论述EAP的理论依据、EAP和EGP的关系、EAP和EGP相结合的大学英语的教学模式。
二、大学英语教学改革的现状（一）学生学习需求转变对比《英语课程标准》出台前，现在学生的基础英语水平普遍提高。
依据《英语课程标准》，高中生达到八级标准，即达到进入高校学习的水平。
而九级要求学生词汇量达到4500左右，与《大学英语课程要求》一般要求中所建议的学生词汇量达到4500几乎一致。
也就是说，很多英语成绩较好的学生，已经达到了《大学英语课程要求》的一般要求。
EAP常见问题和解答1什么是UPEI英语语言测试UPEI大学使用非
EAP 常见问题和解答1. 什么是UPEI英语语言测试？UPEI大学使用非官方版本的CanTest作为新生安置和EAP期末听力考试的试题。
该考试由渥太华大学研发并用于评估学生的大学录取.。
考试结果只适用于UPEI大学和荷兰学院录取。
结果将报告为“band score”符合定义的一组描述符中的每个技能领域（阅读，写作，听力和口语）。
评分范围为1-8 ， 4.5 （约70 ％）是无条件入读加拿大本科课程所需的最低分数。
一个CanTEST 4.5的分数相当于雅思6.5或托福580 。
若所有技能领域均达到4.5分，则可允许该生注册五门学分课程（仅限本科）。
硕士生直录语言成绩要求：部分或全部技能领域均达到5分。
2. EAP课程共有多少个等级？EAP课程一共有七个等级EAP全日制英语课程班：1级到5级课程适用于初级到中级水平的学生。
每个学期大概为13到14周。
该全日制课程将教授写作，阅读，听力以及口语四个部分。
语言高阶课程：6级到7级课程适用于中级到高级水平的学生。
学生将根据自身的语言分数进入到不同等级EAP英语语言课程和有学分的专业课程中学习。
英语语言课程包括：学术写作, 批判性阅读，发音和口语交际等。
3. 在EAP课程中将会有哪些学习任务？在学习EAP语言课程中，你将会通过一系列丰富多彩的活动提升自身英语水平，并学习必要的学习技能，这将帮助你在未来的本科课程学习中更加成功。
在第一年课程的学习中，你将在以下方面得到充分的练习和提高：●能够写一篇结构严谨，逻辑清晰的五段式作文●能够独立准备并展示一个主题演讲●能够讨论并分析时事热点话题●阅读并分析1至2页的学术论文●能够总结课堂重点并记录笔记●扩充单词量并熟练运用语法技巧●能够充分理解老师上课内容并积极参与课堂互动●学习和提升团队沟通技巧和合作能力4. 在学期中如何测评学生的英语水平？学生英语水平的测评将基于平时作业情况和EAP期末考试成绩。
如平时作业成绩须达到及格线以上，并且期末考试成绩达到下一等级的标准，该生方可升级学习。
“过程写作法”在EAP写作教学中的运用及其对大学英语写作教学改革的启示
关 键词 ：过程 写作 法 ； Ｅ Ａ Ｐ写 作 ； 大学英 语 写作教 学改革 中图分 类号 ： Ｇ 文 献标 识码 ： Ａ 文章 编 号 ： １ ０ ０ ３— ６ ６ ４ ４ （ ２ ０ １ ５ ） ０ ２— ０ １ ９ ０— ０ ４
大学英语写作教学 的改革备受我 国外语教学 界专家学者 的关注 ， 原 因在 于 ， 一直 以来 学生的英 语写 作能力 不能得到有 效地 提高 ， 综合运用 英语 语言 的能力不尽人意 。英语写作是 四项语言技能 中最 难教也 最难掌握 的一项 ， 它不 仅对学生 的综 合语 言水 平要求较 高 ， 对 学生 的逻辑思维 创作 能 力也极 具考验 。因此 ， 英语写作是认知能力 、 逻辑 思维 能力 及语 言 技 能输 出能力 的综 合 训 练 。此 外， 现阶段 我 国各大 高校并 未开设专 门的大学 英 语 写作课 ， 写作课 的教学仅仅 停 留在课 堂点评 和 布置作业上 ， 即只注重成稿 ， 而忽略了学生创作 整 个过程 的指导 。《 大学英语综合教 程》 、 《 新视野》 等大学英语教材对不 同专业 的学生而言作用在于 让他们掌握适用 于各个专业通用 的语言知识和技 能 。笔者认为若 能根据 不 同的专业 需求 ， 设 置具 有不 同专业 特 色 的大 学 英语 Ｅ Ａ Ｐ写 作课 程 ， 把 Ｅ Ａ Ｐ的教 学理念 和“ 过程写作 教学法 ” 相结 合 ， 融
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EAP与大学英语课程体系改革
EAP与大学英语课程体系改革作者：王飞燕沈丹来源：《新校园(下)》2015年第09期摘要：本文以大学英语的几次改革作为背景，说明我国大学英语教学正处于重要的转型期。
接着对专门用途英语的概念和分类做了详细的解释，通过借鉴其他院校大学英语课程体系的设置，根据笔者所在院校的实际情况提出了构建基础英语、学术英语和通识英语组成的课程体系。
关键词：应用型本科；大学英语课程体系；专门用途英语大学英语教学改革从这门课程出现起就一直在不断地进行中。
20世纪90年代，由于我国大学生的英语水平普遍较低，教育部开展了以打好语言基础为目标，以实施分级教学和四、六级统考为手段的大学英语教学改革，此举使大学生的英语水平得到了普遍的提高。
21世纪初期，我国与国际交流日益频繁，而大学生听说交际能力较薄弱，无法适应对于国际人才的基本需求。
教育部开展了以提高学生综合应用能力，尤其是听说能力为目的的大学英语教学改革，结果大学生的听说能力有了显著提高。
随着经济全球化的日益深化和高等教育国际化的开展，国家对具有国际竞争力的人才的需求日益紧迫，高校各专业学科对大学生的英语能力产生了新的特殊需求。
目前大学英语正处于一个重要的转型时期，由于大学新生的英语水平不断提高，他们已经不再需要两个学年的英语学习才能通过四级考试了。
许多学生在通过四级后出现了懈怠，认为随后的学习没有目标和意义。
高校普遍出现压缩大学英语学分的情况，甚至发出了取消大学基础英语的“去外语化”的呼声。
我国大学英语教育的路在何方？目前学界存在不同认识，较常见的是开展以素质教育为目的的通识英语教学，培养学生较高的文化素养，提高学生的英语综合应用能力。
蔡基刚（2011）提出“大学英语的教学重点应向专门用途英语，尤其是学术英语转移”，还有一种观点是兼收并蓄，基础英语、通识英语和专门用途英语三驾马车齐头并进。
王守仁（2013）在此基础上提出“建立以综合英语为基础，以专门用途英语为主要发展方向的多元化、特色化、个性化和本土化的大学英语课程体系”。
高校课题申报：大学英语教学改革与创新——EAPESP课程体系建设与教学效果实证研究
大学英语教学改革与创新——EAPESP课程体系建设与教学效果实证研究学科分类：高等教育课题类别：一般课题关键词：大学英语；教学；改革；效果预期研究成果：研究报告课题设计论证1.1一、问题的提出1.1.1 大学英语教学效率与生存危机自20世纪80年代以来，我国的大学英语教学取得了飞速的发展。
但是效率不高一直困扰着我们。
尽管我国大学生花很多时间在学英语，大学生英语四、六级考试通过率逐年提高，听说能力有很大改善，但在自己专业领域用英语开展学习和工作的能力还是相当薄弱。
1.1.2 经济全球化与高等教育国际化挑战一方面大学英语学分和课程在压缩，另一方面经济全球化与高等教育国际化对英语学习提出了新的要求。
高等教育国际化改变了学生原来学习英语的目的。
大部分大学生和学科专业教师都希望大学英语能真正为学术和研究服务。
1.1.3英语作为世界通用语和大学英语教学重新定位经济全球化和高等教育国际化在我国的出现改变了外语教学的目的和性质。
我国高校英语教学的目的不再仅仅是对语言本身的学习或自身素质的修养，而是真正成为一门工具，学习英语是为了更好地从事现在的专业学习和今后的工作。
1.2 课题界定1.2.1学术英语(EAP)根据Hutchinson & Waters (1987 )，英语教学有两种，一种是普通英语(EGP)，即打基础的、并没有具体目的的英语教学；另一种是专门用途英语(ESP)，即为特殊目的的英语教学。
ESP 又可分为高校层面的学术英语(EAP)和企业培训的职场英语(EOP)。
学术英语的目的就是为大学生用英语进行专业学习提供语言支撑。
学术英语可分通用学术英语(EGAP)和专门学术英语(ESAP)两种。
通用学术英语，简称EAP，侧重各学科英语中的共性东西，即培养学生在专业学习和研究中所需要的学术英语口语交流能力和学术英语书面交流能力，如如何用英语听讲座、查找文献、撰写论文和参加国际会议等。
专门学术英语，简称ESP，侧重特定学科(如医学、法律、工程等学科)的词汇语法、语篇体裁以及工作场所英语交流策略和技能的培养。
大学英语EAP整理
一、正式非正式用语转换1.The researchers identified the important properties.The researchers found out what the important things were.2.Doctors have established a new method.Doctors have come up with a new method.3.you will have to developmake a plan,or a road map.4.You will be expected to have both the technical skills needed to accomplishcomplete a specific task and the ability to work well with many typesof people in a culturally diverse work force a work force made up of people from many different cultural backgrounds.5.These skills,together with a working knowledge of the American business systemadequate knowledge of how the American business system worksand an appreciation for an understanding of the importance of a culturally diverse workplace,can give you an inside edgean advantage when you are interviewing.6.If I just look at the commonalitiescommon thingsof these three definitions...7.As a marketing manager,I manipulatecontrol/handle what a product looks like...8.I manipulate tools in my promotion tool kit in hopes of enticing诱使、怂恿addicted consumers to buy my products.9.However,if I were a confirmed named坚定的、惯常的smoker,I might be...10.It also segment divides the audience into those who can afford it and those who...11.After all,Walmart’s manager reasoned argued解释、辩论,people once shopped atsmall stores...12.Consumers seemed to have a preference for higher quality merchandise goods13.It could gradually alterchange the shopping culture to its advantage,and where itslow price strategy was appealingattractive.14.Indeedthe truth is,the emerging Chinese middle class seemed like Americans...15.Walmart has learned that in China,success requires it to embrace accept拥抱、信奉unions.16.Walmart has proclaimed宣布、声明has announced officially that China lies at the center of growth strategy.17.The focus is simply on facilitatingmake easier sales transactions.18.From corporate clients who are well-informedfamiliar with/know more than enough about the products and are looking for fairly priced标价合理reasonably priced,high-quality products.19.Developments in e-business have been formidable强大的、可怕的strong/very impressive with spectacular壮观的、惊人的surprising/extrordinary success.20.Access to the Internet have pushed marketers to allocategive more money to...21.The company projects估计estimates that worldwide users will exceed 2 billion.22.attempt to shieldprotect the organization from any undue negative effects.23.Some are focused people on a missiontask trying to fulfill a specific list of goods.24.We are affected by everything around us such as perceived 感知到的observed status.25.The environment dictates命令、指示rules the appropriateness of your beverage selection.26.The status of the Marlboro package in the environment gave”badge valuesymbol”to...cational attainment成就、学识achievement play a major role in defining who you are.28.Culture is the culmination顶点、高潮climax of the knowledge,values and beliefs.29.Culture is constantly evolvingdeveloping and changing.30.consider the phenomenal异常的、显著地great changes in India.31.The unraveling理解、解释阐明uncontrolled of thousands of years of culture may probably take at least hundreds of years to change.32.Products are not built to last as the chances are they will be discarded thrown away丢弃、放弃for the next revolution or fashion update.33.But other brands require substantial大量的fairly large adjustment from market to market.34.Why do Nike shoes sell for a 70% premium over generic athletic shoes35.Branded products are worth more and carry more respect than non-branded ones.36.When an audience engagesgets in touch with your brand in person,it is called a“brand experience”.37.When our marketing communications firm gainedwona midsize...they informedtoldus that...38、This appeared to rectify the problem.This seemed to fix the problem.39、His words demonstrate that…His words show that …40、Details of the report are to be found on page 26.You can find out all about the report on page 26.41、The experiment was carried out / performed.They did an experiment.二、词汇free enterprise 自由企业制度price sensitive/insensitive 价格不敏感的franchisor 经销权recipe 菜谱portfolio 证券投资组合make sth of sb/sth 利用机遇business plan 经营计划；创业计划illuminating 有启发性的；使清楚易懂的adversity 逆境；不幸turn sth on its head 使...完全相反Compelling 令人信服的premium 溢价Array 大群；大堆；大量profitable 有利可图的Prospective 可能的；潜在的chili 小红辣椒Dedication 奉献；热忱triple 增至三倍Perseverance 坚持不懈markup 涨价Mailable 可邮寄的whopping 涨价On-demand 按要求的crisp 薯片Undercapitalization 资本不足snack 吃零食Convertible 敞篷汽车admittedly 确实；无可否认Sande 打磨机irritated 生气的；恼怒的Vendor 卖家；摊贩outwit 以智取胜Hispanic 美国的西班牙裔的business landscape 商业格局环境Stockbroker 股票经纪人competitive dynamics 竞争态势Personality 艺人或运动员名人social networking siteSNS社交网络Facet 性格、问题的一个方面Facebook news feed 脸谱动态消息Customer service 顾客服务call center 呼叫中心Fraud 欺诈support stuff 向客户提供支持的员工Mutual fund 共同基金competitive advantage 竞争优势Road map 路线图relevance 重要性Transaction 交易mainframe 主机；大型计算机Work force 劳动力underway 在进行中的Price-targeting strategy 区别定价战略portal 门户网站Close substitutes 功能接近的替代品an order of magnitude 数量级规模巨大Sales pricing 促销traffic网站受到访问Pricing 定价cohort 有共同特点的一批人Hassle 困难；麻烦feat 事迹；伟业Self-targeting 使自己成为目标technophobic 畏惧技术的Prise 撬开innate 天生的；与生俱来的Overly 太；极powerhouse 强大的组织；重要的人物Unnavigable 因特网无法导航的acumen 聪敏；敏锐Anonymous 匿名的iconic 偶像的Blur 变模糊superiority 优势Recipient 接受者shampoo 洗发剂Rep 代表disposable 一次性的Instantaneous 瞬间的；实时的diaper 尿布Gospel 信念；信仰offshore 国外的；境外的Responsive 敏感的；做出响应的to say the least 最起码Collaborative 协作的stunningly 极好地Target audience 目标受众tampon 月经棉条Axis 坐标轴；基准线taboo 禁忌Leap-frog product 革命性的产品billboard 广告牌Entrepreneur 企业家overly-brandedover-brand 品牌建设过度Sales force 销售队伍venture capital firm 风险投资公司Stockholder 股东give sth a whirl 尝试Workplace 工作场所cull 挑选；剔去Chartered 特许的algorithm 算法Marketing 24/7 全天候不间断营销experientially 基于经验地Marketing manager 营销经理bog sth down 使停顿Target market 目标市场extraneous 不必要；不重要的Discount store 折扣商店show of hands 举手示意Exclusive distribution 独家经销momentum 动力；动量Public relations 公共关系photon 光子；光量子Sales promotion 促销advertising 广告Event marketing 事件营销business philosophy 经营理念Charged 引起强烈感情的；气氛紧张的personal selling 个人销售Nutritious 有营养的promotion 推广；促销Tangible 可触知的；明确的merchandising strategy 铺货策略Scent 气味；香味operations strategy 运营策略Boutique 精品店growth strategy 发展策略Lifeblood 生命线logistics 物流；后勤Profitability 获利；盈利；利润inventory 存货；库存Established brand 知名品牌overstocking 存货过剩Product packaging 产品包装understocking 库存不足Product design and manufacturing 产品设计与生产fiscal year 财年Interest maxmization 利益最大化slowdown 减速；衰退Icon 偶像；象征joint venture 合资企业Senseless 无道理的；无目的的supercenter 大卖场Hindsight 事后聪明headwind 逆风In/with hindsight 事后认识tortilla 墨西哥玉米饼Excrement 粪便gravitate 被吸引Dane 丹麦人customization 定制Detergent 洗涤剂centerpiece 核心Mesh 相配；适应beget 引起；招致Turn one’s nose up at sth 瞧不起hierarchy 等级Antagonism 对抗；敌意entail 使...必然发生；导致Hypermarket 大型超市know-how 诀窍Consumer preference 消费者偏好accumulate 收集；积累Shopping behaviour 购物行为market penetration 市场渗透Strategy of everyday low price 每日低价策略market development 市场开发Keep inventory to a minimum 库存最小化product development 产品开发Stock option 认股权diversification 多元化战略Licensing agreement 特许权协议strategic planning 战略规划Foreign direct investment 外国直接投资business ethics 商业道德Wholly-owned subsidiary 全资子公司personal integrity 个人诚信Majority stake 多数股权knowledge worker 知识工作者Premium 优质的cost of labor 劳动力成本Roast 烘焙added value 附加价值Enchant 迷住customer segment 客户细分市场Brew 泡茶；煮咖啡equivocate 含糊其辞Beverage 饮料ambivalent 有矛盾心理的Pastry 糕点reiterate 重申Obscurity 无名resonance 共鸣Franchise 给予特许经营权baffle 使困惑；难住Licensee 许可证持有人flock 聚集；蜂拥而至Replicate 复制charismatic 有号召力的Adhere to 坚持；信守endeavor 尝试；努力Parameter 特点；特征intuitively 出于直觉的Skeptic 怀疑者doctoral 博士的Brisk 轻快的；兴旺的give sth prominence 重视Embark on 着手；开始做right-minded 有正义感的；正直的Royalty 特许权使用费archivist 档案管理员Specification 规格；规范distillation 观点；摘要Disenchanted 不抱幻想的ethics 伦理；道德标准Subsidiary 子公司baseline 基线；底线Niche 缝隙市场；利基市场motivation 动力；激励Magnitude 量；大小admonish 告诫；劝诫Domain 域名wanting 有欠缺的Authentication 证明；鉴定admonition 告诫；警告Initiate 开始；发起millennium 一千年Outnumber 数量上超过casualty 受害者Privacy 隐私dexterity 手的灵巧；熟练敏捷Categorize 将...分类paradigm 范式Cachet 威信；声望restate 重申Ironic 有讽刺意味的；啼笑皆非relate to... 认同；理解Instrumental 有重要作用的profound 影响深远的Longevity 持续时间effective leadership 有效领导Management practice 管理实践balance sheet 资产负债平衡表Vision statement 愿景宣言；远景声明lagging indicator 滞后指标In-housing training scheme 内部培训计划hierarchy of needs 需求金字塔HR director 人力资源总监carrying cost置存维持成本CSRcorporate social responsibility企业社会责任“hands-on”action-oriented,situational and contingency approach身体力行地,以行动为向导的,基于情境的变权变方式MDmanaging director常务董事；董事总经理Grill 在烤架上炙烤business-to-businessB2B企业对企业的电子商务Formative 对发展有重大影响business-to-consumerB2C 消费者From...onward 从...起一直comparison shopping 比较购货Multinational 跨国的wholesaler 批发商Unfold 开展；形成supplier 供应商Franchise 特许经营；加盟店bid 喊价；出价；投标；吩咐Accreditation 鉴定合格navigate 浏览网站Prestigious 享有声望的individualized 有个性的；个性化的Buddy 伙伴；好朋友formidable 了不起的Induction 入职；入职培训；入职仪式shakeout 重大变革；重组Coaching 培训；辅导；指导broadband 宽带Funky 时尚的allocate 分配；分派Eclectic 兼收并蓄的project 预测；推断Junction 交叉点；连接点cost-effective 有成本效益的；合算Roll out 逐步推广originate 来自于Ethos 风气；精神特质demographic 人口结构的；人口统计的Contingency 意外事件；不测事件societal 社会的Procurement 采购e-business models 电子商务模式Recruitment 招聘reduce expenses 减少开销Hygiene 卫生corporate clients 企业客户Progression 进步unsold inventory 未售的存货Enabler 促成因素wholesalers and retailers 批发商和零售商Diversity 多元性buying preference 购物偏好Competency 能力individualized service 个性化服务Occurence 发生的事创造销售收入generate sales revenue Physiological 生理的简化交易程序facilitate sales transaction Self-actualization 自我实现标价合理、高品质产品fairly-priced,high quality prodduct Hierarchical 等级制度的大量原材料large quantities of raw materials Esteem 尊敬增加购买量increase the volume of purchases Nourishment 营养与消费者建立长期的关系build long-term relationships with the customers Profound 强烈的；深切的互联网的宽带连接broadband access to InternetLever 影响局势的手段；方法信息数据库information databaseIntuitive 出于直觉的growth opportunity 增长机遇Contradict 与...矛盾human resources 人力资源Leading indicator 领先指标conduct business 开展业务Income statement 损益表chief marketing officer CMO市场总监Companion ticket 同伴优惠票tight-lipped 闭口不谈的Gift certificate 购物礼券flippant 轻率的Bookmark 把...添加到收藏夹flip 按动开关Lucrative 利润丰厚的enhance reputation 提高声誉Differentiate 使不同distribution channel 分销渠道Roam 漫游；闲逛e-business model 电子商务模式The spotlight 媒体的关注e-commerce infrastructure 电子商务基础设施Rock-bottom 价格最低的sales transaction 销售事务Usability 可用性vacation package 旅行套餐Parisian 巴黎的subconscious 潜意识的Mourn 遗憾；哀痛in a...light 从...的角度Outfit 套装coupon 优惠券in unison 完全一致的Fashionista 时尚达人celebrity 名人chuckle 轻声笑Wunderkind 神童day laborer 打零工的人contemplate 沉思Pretax 纳税前的attainment 成就；达到snarl 吼叫Chic 时髦的ethnicity 种族特点multiple-leg trip一次多段旅程Showcase 展示；陈列culmination 顶点turn...around 彻底改变Glossy 有光纸杂志collectivist 集体主义的sneak 潜行Decode 解码unravel 理解；解释；阐明Exponentially 成倍增加的bleach 漂白剂warranty 质量保证Purveyor 承办商ultra- 极度... Apparel 服装Tidal 潮水的obsessed 着迷sport 穿戴某物Hover 徘徊shortcut 捷径state-of-the-art 最先进的Fabulous 极好的specific list of goods 一揽子货物Upheaval 剧变global brand 全球品牌Fray 紧张；烦恼packaging and advertising 包装宣传Coverage 新闻报道status symbol 地位象征Runway T台comparing products 比较产品Avant-garde 先锋前卫的actual product 实际产品Time-starved 时间紧张的good marketing 好的营销Honor system 诚信制度revenge 报复streamline 使...效率更高Encryption 加密stolid 冷漠的gravy 肉汁Unencrypt 不加密pinstripe 织物上的细条花纹Installment 部分；分本演出stuffy 空气不新鲜；通风不良Defer 推迟；延缓stranded 陷于困境的Entirety 全面；全部garb 服装hysterical 十分可笑的Infrastructure 基础设施surly 脾气坏的insurer 保险公司Alternate 可供替代的clad 穿某种衣服的implant 植入物Cap 费用规定限额huffily 愤怒的purse 撅起嘴唇Untrustworthy 不能信任的dismissively 轻视地exasperatedly 恼怒的Viable 切实可行的reel...off 一口气说出refer to 将...送交... Serialization 连载；连播eject 驱逐idiot 笨蛋Tweak 稍稍调整gravitational 引力作用的In conjunction with 与...协力lottery 彩票sic...on sb 向当权者告发Circular 圆形的；循环的battleground 战场closure 终结qualitative 定性的Proliferation 激增；扩散empower 授权sponsorship 赞助whittle 削减Imprecise 不精确的touch point 触点incentive 刺激；激励virtuous 有品德的Profess 表示；声称loyalist 忠诚者allegiance 忠诚sixfold 六倍的snare 诱惑Agrarian 土地的；农业的antidote 解毒剂；矫正方法iinventory 列入清单Heuristic 启发法；探索法stager 老手；经验丰富的人Commoditize 使商品化customization定制；用户化experience economy体验经济extract 提取Call center 客户服务中心consumer behavior 消费行为needs and wants 需求Local brands 区域性品牌customer service 售后服务consumer bank 零售银行customer-driven culture客户驱动的文化brand experience 品牌体验Direct mail 邮递广告brand loyalty 品牌忠诚度generic 一般的；通用的Branding 品牌建设attribute 产品属性constituent 成分non-profit非营利组织Go awry 出错position 定位homey 舒适自在的retro 复旧的；重新流行的Typestyle 印刷用的字体grainy 有颗粒的；有纹理的blond 轻漂白Drive-through 免下车的kiosk 售货亭thoroughfare 大路；通路slick虚有其表Suburbia 郊区；郊区生活方式suburbanite 郊区居民unanimously 全体一致的Mailer 信封；aggregate 合计；集合体cement 加强；巩固；结合在一起Conversly 相反地incongruent 不一致的；不协调的anomly 异常；反常事物Differentiation 差异化evangelism 极大热忱frequent 常去某地Intuition 直觉heredity 遗传admixture 混合物physiology 生理机能Ascribe sth to sb/sth 归因于某人advertising mail 邮递广告inherent 固有的Non-branded productgeneric product 非品牌产品point of engagement客户接触点Temp service 临时雇员中介rooter service 水管安装维修brand equities 品牌资产Tagline 品牌口号；标语inmagery 意向；形象描述conjure 变出Association 联想embody 体现brochure 小册子legion 众多人etch 铭记Indelibly 不能消除的ubiquitous 无所不在的testimony 证据；证明Swish 昂贵的；时髦的brand value 品牌价值sub-brand 子品牌Rip-off 索价过高的物品cosmetics 化妆品oenologist 酒类专mar 玷污；损坏Chauffeur 专职为某人开汽车sommelier 斟酒侍者mineralize 使...富含矿物Whimsical 古怪的tease 戏弄irrational 不理性的rip sb off 诈骗Pompous 自命不凡的actualization 实现；现实化niche 缝隙市场；利基市场Premium 高端的in the know 知道内情的hold true for 适用于be obsessed with 痴迷于1the act of sales 销售行为消费产品consume a product2 manage customer relationships 客户关系管理4 satisfy consumer requirements 满足消费者需求5 manipulate the tools of marketing 操纵营销工具6 entice consumers to buy products 诱导消费者购买产品7 effective marketing 有效营销8 ideal target market 理想的目标市场9 promote products 促销产品10减少生产成本cut the cost of manufacturinge-commerce site 电子商务网站robust growth 强劲的增长the dot bubble burst 网络经济破裂launch 开业go out of business 歇业shipping 发货brand manager 品牌经理virtual test drive 虚拟驾驶in-depth ads 深度广告global powerhouse 具有全球影响力的企业beauty care 美容护肤品health care 医疗保健品home care 家用护理品Headquarters 企业总部superior products 卓越产品product development 产品开发global expansion 全球扩张range of product 系列产品dominate a category 在某一品类中占据主导地位iconic brands 偶像级品牌discount store 折扣店product testing 产品测试location 选址UPC code 产品条形码offshore manufacturing 离岸制造outdoor billboard 户外广告牌store window display 橱窗展示Major revenue modelsCPM Cost Per Mille or CPT Cost Per Thousand Impressions每千人成本,千人印象成本CPV Cost Per Visitor单个访问者成本CPV Cost Per View单次浏览成本CPC Cost Per Click or PPC Pay per click单次点击成本,按点击付费CPA Cost Per Action or Cost Per Acquisition or PPF Pay Per Performance单次行动成本,按业绩付费CPA Cost Per Conversion单次转化成本Economies of scale 规模经济Capacity utilization 设备利用率“lean” techniques “精益”技术branded products or services 品牌产品或服务1 The bank’s credit rating has been downgraded because of concerns about _undercapitalization___.2 Fees and expenses are an important consideration in selecting an _mutual fund_____ because these charges lower your returns.3 If you seek financing through a bank or an investor, you’d better come up with a compelling ______business plan__________.4 The bank charges a fixed rate for each ______ transaction__________.5 This is why no research study, no matter how far back it extends, will ever fully prescribe an accurate _road map________for businesses of the future.6 Intelligent __on-demand________ products provide simpler, faster, and cheaper solutions for customers to lower cost.7 He has been charged with tax ___fraud_______.8 Women now represent almost 50% of the ___work force_________.9 When it comes to purchasing a new lap-top, __customer service_____ matters.1 Growth strategy plays an important role in determining whether a company is selling new products in a new or existing market.2 consumer preference are no doubt dependent upon culture, education,and individual tastes among other factors.3 In a joint venture , two or more “parent”companies agree to share capital, technology, human resources, profits and losses for the purpose of executing a particular business undertaking.4 The benefits of international expansion are obvious in that foreign suppliers can help cut costs, opening a new office overseas can boost revenue, and inking a contract with a foreign partner can bring expertise and contacts to the business at minimal cost as well.5 shopping behaviour are changing in troubled times and now people need to control their impulses for shopping.6 merchandising strategies play an important role in retail sales by attracting attention through the physical display of products.三、名词解释1、English for academic purposes EAP entails training students, usually in a higher education setting, to use language appropriately for study. It is a challenging and multi-faceted area within the wider field of English language learning and teaching ELT, and is one of the most common forms of English for specific purposes ESP.2、Academic Literacy refers to the critical thinking, reading, writing, speaking, and listening skills learned within the academic society.Academic literacy allows an individual to effectively establish communication within all areas of his academic environment.To become academically literate, a person has to familiarize himself with the levels of communication that exist.3、Critical thinking is the process of thinking that questions assumptions.a way of deciding whether a claim is true, false; sometimes true, or partly true, based on:Evidence through observationContextRelevant criteria for making the judgment wellApplicable methods or techniques for forming the judgmentApplicable theoretical constructs for understanding the problem and the question at hand4、Corporate social responsibility CSR, also called corporate conscience, corporate citizenship, social performance or sustainable responsible business/ Responsible Business1 is a form of corporate self-regulation integrated into a business model.Corporate Social Responsibility is a concept whereby companies integrate social and environmental concerns into their business operations and in their interaction with their stakeholders employees, customers, shareholders, investors, local communities, government, on a voluntary basis.CSR policy functions as a built-in, self-regulating mechanism whereby a business monitors and ensures its active compliance with the spirit of the law, ethical standards, and international norms.5、 A nested model is nested within another model where the first set of freely estimated parameters is a subset of those estimated in another model.当一套自由估计的参数是那些在另一个模型中被估计的一个子集时,第一个嵌套模型被嵌套在另一个模型中;6、V AT 增值税V AT Value Added Tax is a tax payable at each stage of production when value is added to a product.7、Bookkeeping 记账Bookkeeping is the recording of a company's financial transactions.8、current assets 流动资产Cash and other assets that are expected to be converted into cash within twelve months.9、Float 货币自由浮动；公司上市a To "float" a currency means to expose the currency to fluctuations in market forces instead of having a fixed value set by the government: orb To "float" a company's shares means to put them on offer to the public.10、statementThe Cash flow Statement is one of the three important financial reports together with the Profit and Loss Account and the Balance Sheet. The Cash flow statement shows the movement and availability of cash through and to the business over a given period.11、balance sheetThe Balance Sheet is one of the three important financial reports together with the Profit and Loss Account and the Cash flow Statement. The Balance Sheet is a 'snapshot' of the assets and debts of the company.12、derivativesSecurities that are constructed or derived from another security. e.g. futures and options.13、Marketing is an organizational function and a set of processes for creating, communicating and delivering value to customers and for managing customerrelationships in ways that benefit the organization and its stakeholders. —the American Marketing AssociationMarketing refers to the core business philosophy that directs the processes of identifying and fulfilling the needs of individuals and organizations through exchanges which create superior value for all parties. —the World Marketing AssociationMarketing is the management process for identifying, anticipating and satisfying consumer requirements profitably. —the U.K.’s Chartered Institute of Marketing In summary, marketing is: a discovering and giving consumers what they want and need, and b doing this at a profit.14、Dividend 红利；股息A payment by a company to its shareholders. Usually cash or stock.15、compound interest 金融复利A form of interest calculation, where interest is calculated on both the original amount and the interest already calculated.Simple interest 金融单利16、Liabilities 会计负债；债务A company's financial obligations or debts.17、cost of goods sold 会计销货成本The total costs bringing products or services to market. For example materials, labour, and direct production costs. Profit is sales income minus COGS. Also known as "cost of sales ".18、The Ansoff Growth matrix is a tool that helps businesses decide their product and market growth strategy.Ansoff’s product/market growth matrix suggests that a business’attempts to grow depend on whether it markets new or existing products in new or existing markets.19、Market penetration 市场渗透is the name given to a growth strategy where the business focuses on selling existing products into existing markets.e.g. Maintain or increase the market share of current products; Restructure a mature market by driving out competitors.20、Market development 市场开发is the name given to a growth strategy where the business seeks to sell its existing products into new markets.e.g. Exporting the product to a new country; New distribution channels; Different pricing policies to attract different customers .21、Product development 产品延伸is the name given to a growth strategy where a business aims to introduce new products into existing markets. This strategy may require the development of new competencies and requires the business to develop modified products which can appeal to existing markets.22、Diversification 多角化经营is the name given to the growth strategy where a business markets new products in new markets.23、Strategy 1: Cost Leadershiphaving lower costs than any other competitor enables either superior profits or a capacity to offer lower pricesStrategy 2: Differentiationbeing able to offer customers something different to anyone else in the market, as long as it is something that customers value and will preferStrategy 3: Focusbeing acknowledged as a specialist and having expertise and knowledge of particular customers or activities and processes that are highly prized24、depreciationDepreciation is the decline in the value of an asset. The opposite of "appreciation".25、base rate 基准利率The interest rate set by the Bank of England. This rate affects the rates set by banks and building societies.26、Liabilities 负债、债务A company's financial obligations or debts.27、venture capital 风险资本、风险投资An investment in a new company in return for equity. This type of financing is sought by early-stage companies seeking to grow rapidly.28、Collateral 抵押、担保品Assets pledged by a borrower to secure the repayment a loan. If the borrower fails to repay the load, the lender has the right to sell the assets.29、cash flowCash flow equals cash receipts minus cash payments over a particular period of time.30、working capital 营运资本、周转资本A measure of the funds a company has available for conducting business. Equals "current assets" minus "current liabilities".31、current ratio 流动比率A measure of a company's ability to pay short-term debts. = current assets divided by current liabilities. Note: Also referred to as the Liquidity Ratio.32、Premium 溢价The difference between the "market price" of a share and its nominal value.33、Leadership is getting things done through people.-- charismatic domination 魅力型权威-- feudal/traditional domination封建/传统型权威-- bureaucratic/legal domination 官僚/法理型权威·"Leadership is influencing people to get things done to a standard and quality above their norm. And doing it willingly."·As an element in social interaction, leadership is a complex activity involving:a process of influence·actors who are both leaders and followers·a range of possible outcomes –the achievement of goals, but also the commitment of individuals to such goals, the enhancement of group cohesion 凝聚力and the reinforcement of change of organizational culture.·"Leadership is the art of getting someone else to do something you want done because he wants to do it." ~ Dwight D. Eisenhower领导方式：autocratic专制的; authoritarian; consultative; laissez-faire or participative. The first of these is the least participative.laissez-faire n. 放任政策；不干涉主义Participative：参与式；有多人一起参加的consultative style：协商制；商洽体give…credit for：因……赞扬/尊重；归功于某人；赞扬某人give credit to sb for sth：认可,称赞The more you give credit, the less you risk accusations of plagiarism.引注得越多,被指控犯有剽窃的风险就越少;Academic dishonesty or academic misconduct is any type of cheating that occurs in relation to a formal academic exercise. It can includePlagiarism: The adoption or reproduction of ideas or words or statements of another person without due acknowledgment.Fabrication: The falsification of data, information, or citations in any formal academic exercise. 虚构Deception: Providing false information to an instructor concerning a formal academic exercise—e.g., giving a false excuse for missing a deadline or falsely claiming to have submitted work. 欺骗、欺诈Cheating: Any attempt to give or obtain assistance in a formal academic exercise like an examination without due acknowledgment.Sabotage: Acting to prevent others from completing their work. This includes cuttingpages out of library books or willfully disrupting the experiments of others. 阴谋破坏Professorial misconduct: Professorial acts that are academically fraudulent equate to academic fraud.E-business：A term used to describe businesses run on the Internet, or utilizing Internet technologies to improve the productivity or profitability of a business. In a more general sense, the term may be used to describe any form of electronic business —that is to say, any business which utilizes a computer. In most contexts e-business refers exclusively to Internet businesses.Definition of business modelsA business model represents a group of common characteristics and methods of doing business to generate sales revenues and reduce expenses.B2B：Type 1: Focusing on facilitating sales transactions between businesses e.g. Dell Type 2: involving a company and its suppliers e.g. GM; FordB2Cfocusing on individual consumersunderstanding how consumers behave onlineA few questions for B2C companies to answerThe importance of long-term relationship with customerse.g. Barnes&Noblesales revenue: 销售收入Sales revenue is the amount realized from selling goods or services in the normal operations of a company in a specified period.Companies can calculate their sales revenue from a derived number based on the cost。
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一、正式非正式用语转换1.The researchers identified the important properties.The researchers found out what the important things were.2.Doctors have established a new method.Doctors have come up with a new method.3.you will have to develop(make) a plan,or a road map.4.You will be expected to have both the technical skills needed toaccomplish(complete) a specific task and the ability to work well with many types of people in a culturally diverse work force( a work force made up of people from many different cultural backgrounds).5.These skills,together with a working knowledge of the American businesssystem(adequate knowledge of how the American business system works)and an appreciation for( an understanding of the importance of ) a culturally diverse workplace,can give you an inside edge(an advantage )when you are interviewing.6.If I just look at the commonalities（common things）of these three definitions...7.As a marketing manager,I manipulate(control/handle) what a product looks like...8.I manipulate tools in my promotion tool kit in hopes of enticing（诱使、怂恿addicted）consumers to buy my products.9.However,if I were a confirmed（named坚定的、惯常的）smoker,I might be...10.It also segment（divides）the audience into those who can afford it and those who...11.After all,Walmart’s manager reasoned（argued解释、辩论）,people once shopped atsmall stores...12.Consumers seemed to have a preference for higher quality merchandise（goods）13.It could gradually alter(change) the shopping culture to its advantage,and where itslow price strategy was appealing(attractive).14.Indeed(the truth is),the emerging Chinese middle class seemed like Americans...15.Walmart has learned that in China,success requires it to embrace（accept拥抱、信奉）unions.16.Walmart has proclaimed（宣布、声明has announced officially）that China lies at the center of growth strategy.17.The focus is simply on facilitating(make easier) sales transactions.18.From corporate clients who are well-informed(familiar with/know more than enough) about the products and are looking for fairly priced（标价合理reasonably priced）,high-quality products.19.Developments in e-business have been formidable（强大的、可怕的strong/very impressive）with spectacular(壮观的、惊人的surprising/extrordinary) success.20.Access to the Internet have pushed marketers to allocate(give) more money to...21.The company projects(估计estimates) that worldwide users will exceed 2 billion.22.attempt to shield(protect) the organization from any undue negative effects.23.Some are focused people on a mission(task) trying to fulfill a specific list of goods.24.We are affected by everything around us such as perceived (感知到的observed）status.25.The environment dictates（命令、指示rules）the appropriateness of your beverage selection.26.The status of the Marlboro package in the environment gave”badge value(symbol)”to...cational attainment（成就、学识achievement）play a major role in defining who you are.28.Culture is the culmination（顶点、高潮climax）of the knowledge,values and beliefs.29.Culture is constantly evolving(developing) and changing.30.consider the phenomenal（异常的、显著地great）changes in India.31.The unraveling（理解、解释阐明uncontrolled）of thousands of years of culture may probably take at least hundreds of years to change.32.Products are not built to last as the chances are they will be discarded（thrown away丢弃、放弃）for the next revolution or fashion update.33.But other brands require substantial（大量的fairly large）adjustment from market to market.34.Why do Nike shoes sell for a 70% premium over generic athletic shoes?35.Branded products are worth more and carry more respect than non-branded ones.36.When an audience engages(gets in touch with) your brand in person,it is called a“brand experience”.37.When our marketing communications firm gained(won)a midsize...they informed(told)us that...38、This appeared to rectify the problem.This seemed to fix the problem.39、His words demonstrate that…His words show that …40、Details of the report are to be found on page 26.You can find out all about the report on page 26.41、The experiment was carried out / performed.They did an experiment.二、词汇free enterprise 自由企业制度price sensitive/insensitive 价格(不)敏感的franchisor 经销权recipe 菜谱portfolio 证券投资组合make sth of sb/sth 利用（机遇）business plan 经营计划；创业计划illuminating 有启发性的；使清楚易懂的adversity 逆境；不幸turn sth on its head 使...完全相反Compelling 令人信服的premium 溢价Array 大群；大堆；大量profitable 有利可图的Prospective 可能的；潜在的chili 小红辣椒Dedication 奉献；热忱triple 增至三倍Perseverance 坚持不懈markup 涨价Mailable 可邮寄的whopping 涨价On-demand 按要求的crisp 薯片Undercapitalization 资本不足snack 吃零食Convertible 敞篷汽车admittedly 确实；无可否认Sande 打磨机irritated 生气的；恼怒的Vendor 卖家；摊贩outwit 以智取胜Hispanic 美国的西班牙裔的business landscape 商业格局环境Stockbroker 股票经纪人competitive dynamics 竞争态势Personality 艺人或运动员名人social networking site（SNS）社交网络Facet 性格、问题的一个方面Facebook news feed 脸谱动态消息Customer service 顾客服务call center 呼叫中心Fraud 欺诈support stuff 向客户提供支持的员工Mutual fund 共同基金competitive advantage 竞争优势Road map 路线图relevance 重要性Transaction 交易mainframe 主机；大型计算机Work force 劳动力underway 在进行中的Price-targeting strategy 区别定价战略portal 门户网站Close substitutes 功能接近的替代品an order of magnitude 数量级（规模巨大）Sales pricing 促销traffic（网站）受到访问Pricing 定价cohort 有共同特点的一批人Hassle 困难；麻烦feat 事迹；伟业Self-targeting 使自己成为目标technophobic 畏惧技术的Prise 撬开innate 天生的；与生俱来的Overly 太；极powerhouse 强大的组织；重要的人物Unnavigable （因特网）无法导航的acumen 聪敏；敏锐Anonymous 匿名的iconic 偶像的Blur 变模糊superiority 优势Recipient 接受者shampoo 洗发剂Rep 代表disposable 一次性的Instantaneous 瞬间的；实时的diaper 尿布Gospel 信念；信仰offshore 国外的；境外的Responsive 敏感的；做出响应的to say the least 最起码Collaborative 协作的stunningly 极好地Target audience 目标受众tampon 月经棉条Axis 坐标轴；基准线taboo 禁忌Leap-frog product 革命性的产品billboard 广告牌Entrepreneur 企业家overly-branded（over-brand）品牌建设过度Sales force 销售队伍venture capital firm 风险投资公司Stockholder 股东give sth a whirl 尝试Workplace 工作场所cull 挑选；剔去Chartered 特许的algorithm 算法Marketing 24/7 全天候不间断营销experientially 基于经验地Marketing manager 营销经理bog sth down 使停顿Target market 目标市场extraneous 不必要；不重要的Discount store 折扣商店show of hands 举手示意Exclusive distribution 独家经销momentum 动力；动量Public relations 公共关系photon 光子；光量子Sales promotion 促销advertising 广告Event marketing 事件营销business philosophy 经营理念Charged 引起强烈感情的；（气氛）紧张的personal selling 个人销售Nutritious 有营养的promotion 推广；促销Tangible 可触知的；明确的merchandising strategy 铺货策略Scent 气味；香味operations strategy 运营策略Boutique 精品店growth strategy 发展策略Lifeblood 生命线logistics 物流；后勤Profitability 获利；盈利；利润inventory 存货；库存Established brand 知名品牌overstocking 存货过剩Product packaging 产品包装understocking 库存不足Product design and manufacturing 产品设计与生产fiscal year 财年Interest maxmization 利益最大化slowdown 减速；衰退Icon 偶像；象征joint venture 合资企业Senseless 无道理的；无目的的supercenter 大卖场Hindsight 事后聪明headwind 逆风In/with hindsight 事后认识tortilla 墨西哥玉米饼Excrement 粪便gravitate 被吸引Dane 丹麦人customization 定制Detergent 洗涤剂centerpiece 核心Mesh 相配；适应beget 引起；招致Turn one’s nose up at sth 瞧不起hierarchy 等级Antagonism 对抗；敌意entail 使...必然发生；导致Hypermarket 大型超市know-how 诀窍Consumer preference 消费者偏好accumulate 收集；积累Shopping behaviour 购物行为market penetration 市场渗透Strategy of everyday low price 每日低价策略market development 市场开发Keep inventory to a minimum 库存最小化product development 产品开发Stock option 认股权diversification 多元化战略Licensing agreement 特许权协议strategic planning 战略规划Foreign direct investment 外国直接投资business ethics 商业道德Wholly-owned subsidiary 全资子公司personal integrity 个人诚信Majority stake 多数股权knowledge worker 知识工作者Premium 优质的cost of labor 劳动力成本Roast 烘焙added value 附加价值Enchant 迷住customer segment 客户细分市场Brew 泡茶；煮咖啡equivocate 含糊其辞Beverage 饮料ambivalent 有矛盾心理的Pastry 糕点reiterate 重申Obscurity 无名resonance 共鸣Franchise 给予特许经营权baffle 使困惑；难住Licensee 许可证持有人flock 聚集；蜂拥而至Replicate 复制charismatic 有号召力的Adhere to 坚持；信守endeavor 尝试；努力Parameter 特点；特征intuitively 出于直觉的Skeptic 怀疑者doctoral 博士的Brisk 轻快的；兴旺的give sth prominence 重视Embark on 着手；开始做right-minded 有正义感的；正直的Royalty 特许权使用费archivist 档案管理员Specification 规格；规范distillation 观点；摘要Disenchanted 不抱幻想的ethics 伦理；道德标准Subsidiary 子公司baseline 基线；底线Niche 缝隙市场；利基市场motivation 动力；激励Magnitude 量；大小admonish 告诫；劝诫Domain 域名wanting 有欠缺的Authentication 证明；鉴定admonition 告诫；警告Initiate 开始；发起millennium 一千年Outnumber 数量上超过casualty 受害者Privacy 隐私dexterity 手的灵巧；熟练敏捷Categorize 将...分类paradigm 范式Cachet 威信；声望restate 重申Ironic 有讽刺意味的；啼笑皆非relate to... 认同；理解Instrumental 有重要作用的profound 影响深远的Longevity 持续时间effective leadership 有效领导Management practice 管理实践balance sheet 资产负债平衡表Vision statement 愿景宣言；远景声明lagging indicator 滞后指标In-housing training scheme 内部培训计划hierarchy of needs 需求金字塔HR director 人力资源总监carrying cost置存（维持）成本CSR（corporate social responsibility）企业社会责任“hands-on”action-oriented，situational and contingency approach身体力行地，以行动为向导的，基于情境的变权变方式MD（managing director）常务董事；董事总经理Grill 在（烤架上）炙烤business-to-business（B2B）企业对企业的电子商务Formative 对发展有重大影响business-to-consumer（B2C）消费者From...onward 从...起一直comparison shopping 比较购货Multinational 跨国的wholesaler 批发商Unfold 开展；形成supplier 供应商Franchise 特许经营；加盟店bid 喊价；出价；投标；吩咐Accreditation 鉴定合格navigate 浏览网站Prestigious 享有声望的individualized 有个性的；个性化的Buddy 伙伴；好朋友formidable 了不起的Induction 入职；入职培训；入职仪式shakeout 重大变革；重组Coaching 培训；辅导；指导broadband 宽带Funky 时尚的allocate 分配；分派Eclectic 兼收并蓄的project 预测；推断Junction 交叉点；连接点cost-effective 有成本效益的；合算Roll out 逐步推广originate 来自于Ethos 风气；精神特质demographic 人口结构的；人口统计的Contingency 意外事件；不测事件societal 社会的Procurement 采购e-business models 电子商务模式Recruitment 招聘reduce expenses 减少开销Hygiene 卫生corporate clients 企业客户Progression 进步unsold inventory 未售的存货Enabler 促成因素wholesalers and retailers 批发商和零售商Diversity 多元性buying preference 购物偏好Competency 能力individualized service 个性化服务Occurence 发生的事创造销售收入generate sales revenue Physiological 生理的简化交易程序facilitate sales transaction Self-actualization 自我实现标价合理、高品质产品fairly-priced，high quality prodduct Hierarchical 等级（制度）的大量原材料large quantities of raw materials Esteem 尊敬增加购买量increase the volume of purchases Nourishment 营养与消费者建立长期的关系build long-term relationships with the customers Profound 强烈的；深切的互联网的宽带连接broadband access to Internet Lever （影响局势的）手段；方法信息数据库information databaseIntuitive 出于直觉的growth opportunity 增长机遇Contradict 与...矛盾human resources 人力资源Leading indicator 领先指标conduct business 开展业务Income statement 损益表chief marketing officer CMO市场总监Companion ticket 同伴优惠票tight-lipped 闭口不谈的Gift certificate 购物礼券flippant 轻率的Bookmark 把...添加到收藏夹flip 按动（开关）Lucrative 利润丰厚的enhance reputation 提高声誉Differentiate 使不同distribution channel 分销渠道Roam 漫游；闲逛e-business model 电子商务模式The spotlight 媒体的关注e-commerce infrastructure 电子商务基础设施Rock-bottom 价格最低的sales transaction 销售事务Usability 可用性vacation package 旅行套餐Parisian 巴黎的subconscious 潜意识的Mourn 遗憾；哀痛in a...light 从...的角度Outfit 套装coupon 优惠券in unison 完全一致的Fashionista 时尚达人celebrity 名人chuckle 轻声笑Wunderkind 神童day laborer 打零工的人contemplate 沉思Pretax 纳税前的attainment 成就；达到snarl 吼叫Chic 时髦的ethnicity 种族特点multiple-leg trip一次多段旅程Showcase 展示；陈列culmination 顶点turn...around 彻底改变Glossy 有光纸杂志collectivist 集体主义的sneak 潜行Decode 解码unravel 理解；解释；阐明Exponentially 成倍增加的bleach 漂白剂warranty 质量保证Purveyor 承办商ultra- 极度... Apparel 服装Tidal 潮水的obsessed 着迷sport 穿戴某物Hover 徘徊shortcut 捷径state-of-the-art 最先进的Fabulous 极好的specific list of goods 一揽子货物Upheaval 剧变global brand 全球品牌Fray 紧张；烦恼packaging and advertising 包装宣传Coverage 新闻报道status symbol 地位象征Runway T台comparing products 比较产品Avant-garde 先锋前卫的actual product 实际产品Time-starved 时间紧张的good marketing 好的营销Honor system 诚信制度revenge 报复streamline 使...效率更高Encryption 加密stolid 冷漠的gravy 肉汁Unencrypt 不加密pinstripe 织物上的细条花纹Installment 部分；分本演出stuffy 空气不新鲜；通风不良Defer 推迟；延缓stranded 陷于困境的Entirety 全面；全部garb 服装hysterical 十分可笑的Infrastructure 基础设施surly 脾气坏的insurer 保险公司Alternate 可供替代的clad 穿某种衣服的implant 植入物Cap （费用）规定限额huffily 愤怒的purse 撅起嘴唇Untrustworthy 不能信任的dismissively 轻视地exasperatedly 恼怒的Viable 切实可行的reel...off 一口气说出refer to 将...送交... Serialization 连载；连播eject 驱逐idiot 笨蛋Tweak 稍稍调整gravitational 引力作用的In conjunction with 与...协力lottery 彩票sic...on sb 向当权者告发Circular 圆形的；循环的battleground 战场closure 终结qualitative 定性的Proliferation 激增；扩散empower 授权sponsorship 赞助whittle 削减Imprecise 不精确的touch point 触点incentive 刺激；激励virtuous 有品德的Profess 表示；声称loyalist 忠诚者allegiance 忠诚sixfold 六倍的snare 诱惑Agrarian 土地的；农业的antidote 解毒剂；矫正方法iinventory 列入清单Heuristic 启发法；探索法stager 老手；经验丰富的人Commoditize 使商品化customization定制；用户化experience economy体验经济extract 提取Call center 客户服务中心consumer behavior 消费行为needs and wants 需求Local brands 区域性品牌customer service 售后服务consumer bank 零售银行customer-driven culture客户驱动的文化brand experience 品牌体验Direct mail 邮递广告brand loyalty 品牌忠诚度generic 一般的；通用的Branding 品牌建设attribute 产品属性constituent 成分non-profit非营利组织Go awry 出错position 定位homey 舒适自在的retro 复旧的；重新流行的Typestyle 印刷用的字体grainy 有颗粒的；有纹理的blond 轻漂白Drive-through 免下车的kiosk 售货亭thoroughfare 大路；通路slick虚有其表Suburbia 郊区；郊区生活方式suburbanite 郊区居民unanimously 全体一致的Mailer 信封；aggregate 合计；集合体cement 加强；巩固；结合在一起Conversly 相反地incongruent 不一致的；不协调的anomly 异常；反常事物Differentiation 差异化evangelism 极大热忱frequent 常去（某地）Intuition 直觉heredity 遗传admixture 混合物physiology 生理机能Ascribe sth to sb/sth 归因于某人advertising mail 邮递广告inherent 固有的Non-branded product(generic product) 非品牌产品point of engagement客户接触点Temp service 临时雇员中介rooter service 水管安装维修brand equities 品牌资产Tagline 品牌口号；标语inmagery 意向；形象描述conjure 变出Association 联想embody 体现brochure 小册子legion 众多人etch 铭记Indelibly 不能消除的ubiquitous 无所不在的testimony 证据；证明Swish 昂贵的；时髦的brand value 品牌价值sub-brand 子品牌Rip-off 索价过高的物品cosmetics 化妆品oenologist 酒类专mar 玷污；损坏Chauffeur 专职为某人开汽车sommelier 斟酒侍者mineralize 使...富含矿物Whimsical 古怪的tease 戏弄irrational 不理性的rip sb off 诈骗Pompous 自命不凡的actualization 实现；现实化niche 缝隙市场；利基市场Premium 高端的in the know 知道内情的hold true for 适用于be obsessed with 痴迷于1the act of sales 销售行为消费产品consume a product2 manage customer relationships 客户关系管理4 satisfy consumer requirements 满足消费者需求5 manipulate the tools of marketing 操纵营销工具6 entice consumers to buy products 诱导消费者购买产品7 effective marketing 有效营销8 ideal target market 理想的目标市场9 promote products 促销产品10减少生产成本cut the cost of manufacturinge-commerce site 电子商务网站robust growth 强劲的增长the bubble burst 网络经济破裂launch 开业go out of business 歇业shipping 发货brand manager 品牌经理virtual test drive 虚拟驾驶in-depth ads 深度广告global powerhouse 具有全球影响力的企业beauty care 美容护肤品health care 医疗保健品home care 家用护理品Headquarters 企业总部superior products 卓越产品product development 产品开发global expansion 全球扩张range of product 系列产品dominate a category 在某一品类中占据主导地位iconic brands 偶像级品牌discount store 折扣店product testing 产品测试location 选址UPC code 产品条形码offshore manufacturing 离岸制造outdoor billboard 户外广告牌store window display 橱窗展示Major revenue modelsCPM (Cost Per Mille) or CPT (Cost Per Thousand Impressions)每千人成本，千人印象成本CPV (Cost Per Visitor)单个访问者成本CPV (Cost Per View)单次浏览成本CPC (Cost Per Click) or PPC (Pay per click)单次点击成本，按点击付费CPA (Cost Per Action or Cost Per Acquisition) or PPF (Pay Per Performance)单次行动成本，按业绩付费CPA (Cost Per Conversion)单次转化成本Economies of scale 规模经济Capacity utilization 设备利用率“lean” techniques “精益”技术branded products (or services) 品牌产品(或服务）1 The bank’s credit rating has been downgraded because of concerns about _undercapitalization___.2 Fees and expenses are an important consideration in selecting a(n) _mutual fund_____ because these charges lower your returns.3 If you seek financing through a bank or an investor, you’d better come up with a compelling ______business plan__________.4 The bank charges a fixed rate for each ______ transaction__________.5 This is why no research study, no matter how far back it extends, will ever fully prescribe an accurate _road map________for businesses of the future.6 Intelligent __on-demand________ products provide simpler, faster, and cheaper solutions for customers to lower cost.7 He has been charged with tax ___fraud_______.8 Women now represent almost 50% of the ___work force_________.9 When it comes to purchasing a new lap-top, __customer service_____ matters.1 Growth strategy plays an important role in determining whether acompany is selling new products in a new or existing market.2 consumer preference are no doubt dependent upon culture, education,and individual tastes among other factors.3 In a joint venture , two or more “parent”companies agree to share capital, technology, human resources, profits and losses for the purpose of executing a particular business undertaking.4 The benefits of international expansion are obvious in that foreign suppliers can help cut costs, opening a new office overseas can boost revenue, and inking a contract with a foreign partner can bring expertise and contacts to the business at minimal cost as well.5 shopping behaviour are changing in troubled times and now people need to control their impulses for shopping.6 merchandising strategies play an important role in retail sales by attracting attention through the physical display of products.三、名词解释1、English for academic purposes (EAP) entails training students, usually in a higher education setting, to use language appropriately for study. It is a challenging and multi-faceted area within the wider field of English language learning and teaching (ELT), and is one of the most common forms of English for specific purposes (ESP).2、Academic Literacy refers to the critical thinking, reading, writing, speaking, and listening skills learned within the academic society.Academic literacy allows an individual to effectively establish communication within all areas of his academic environment.To become academically literate, a person has to familiarize himself with the levels of communication that exist.3、Critical thinking is the process of thinking that questions assumptions.a way of deciding whether a claim is true, false; sometimes true, or partly true,based on:Evidence through observationContextRelevant criteria for making the judgment wellApplicable methods or techniques for forming the judgmentApplicable theoretical constructs for understanding the problem and the question at hand4、Corporate social responsibility (CSR, also called corporate conscience, corporate citizenship, social performance or sustainable responsible business/ Responsible Business)[1] is a form of corporate self-regulation integrated into a business model.Corporate Social Responsibility is a concept whereby companies integrate social and environmental concerns into their business operations and in their interaction with their stakeholders (employees, customers, shareholders, investors, local communities, government), on a voluntary basis.CSR policy functions as a built-in, self-regulating mechanism whereby a business monitors and ensures its active compliance with the spirit of the law, ethical standards, and international norms.5、 A nested model is nested within another model where the first set of freely estimated parameters is a subset of those estimated in another model.当一套自由估计的参数是那些在另一个模型中被估计的一个子集时，第一个嵌套模型被嵌套在另一个模型中。