商务英语阅读教程4Unit 4 textB
基础商务英语第四册Unit4
2. Parties involved in lawsuits 3. Terms of information technology
Text I
Warm-up
Background
Detailed Reading
1. Do you know the differences between a cartel and a trust?
பைடு நூலகம்
Activation
4. Put the following words into appropriate categories.
appeal decree judgment networks protocol verdict application evidence jury overturn ruling witness Category
Text I
Warm-up
Background
Detailed Reading
2. What anti-monopoly cases do you know? A recent example of a cartel was between Unilever and Procter & Gamble who were found guilty of price fixing washing powder in 8 European countries. The case that was conducted by the European Commission after a tip off from Germany company, Henkel. The resulting penalty was a 315 million euros fine, split between Unilever (104m Euros) and Procter &Gamble (211m Euros)
新视野读写教程第四册Unit4 Text B 课文详解
Text Reading
You have not only contaminated the earth, the rocks, the minerals, all of which you call “dead” but which are very much alive; you have even changed the animals, which are part of us, changed them into vulgar zoological mutations, so no one can recognize them.
Section B W h a t n a t u re i s t e l l i n g yo u
Text Reading
That is absurd! We weren’t made to endure this type of repression. You live in prisons which you have built for yourselves, calling them “homes”, offices, factories.
Section B W h a t n a t u re i s t e l l i n g yo u
Text Reading
4 There is power in an antelope, so you let it graze within your fences. But what power do you see in a goat or sheep, prey animals with no defenses, creatures that hold still while you slaughter them? There was great power in a wolf, even in a fox. You have inverted nature and turned these noble animals into miniature lap dogs. Nature is bound by your ropes and whips and is obedient to your commands.
阅读阅读教程第四册_课件_Unit_4
• Title: what the narrator has done led to the death of a patient which is deemed as a crime by the public who hold the traditional morality. But the motivation of so-called “crime” comes from the narrator‟s compassion for the patient. “Compassion”, a kind-hearted and good-natured affection, contradicts with “crime”, an evil behavior. The contrast arouses the interest of the readers. • Para.4 • “Otherwise, he felt great.” • He had nothing wrong but somntary euthanasia • Euthanasia conducted with the consent of the patient is termed voluntary euthanasia. Voluntary euthanasia is legal in Belgium, Luxembourg, the Netherlands, Switzerland, and the U.S. states of Oregon and Washington. When the patient brings about his or her own death with the assistance of a physician, the term assisted suicide is often used instead. • Non-voluntary euthanasia • Euthanasia conducted where the consent of the patient is unavailable is termed non-voluntary euthanasia. Examples include child euthanasia, which is illegal worldwide but decriminalised under certain specific circumstances in the Netherlands under the Groningen Protocol. • Involuntary euthanasia • Euthanasia conducted against the will of the patient is termed involuntary euthanasia.
商务英语阅读Unit 4 International Marketing
Reading comprehension
Read the passage quickly then answer the following two questions. 1. What do you think is the biggest challenge for firms touting tablets?
stern chase (在前船后面的)尾追；追击
Apple Inc. (NASDAQ: AAPL; previously Apple Computer,
Inc.) is an American multinational corporation that designs and markets consumer electronics, computer software, and personal computers. The company's best-known hardware products include the Macintosh line of computers, the iPod, the iPhone and the iPad. Apple software includes the Mac OS X operating system; the iTunes media browser; the iLife suite of multimedia and creativity software; the iWork suite of productivity software; Aperture, a professional photography package; Final Cut Studio, a suite of professional audio and film-industry software products; Logic Studio, a suite of music production tools; and iOS, a mobile operating system. As of August 2010, the company operates 301 retail stores in ten countries, and an online store where hardware and software products are sold.
商务英语阅读4-精品文档
a. The “E”-term (EXW). The only term where the seller/exporter makes the goods available at his or her own premises to the buyer/importer. b. The “F”-terms (FCA, FAS and FOB). Terms where the seller/ exporter is responsible to deliver the goods to a carrier named by the buyer. c. The “C”-terms (CFR, CIF, CPT and CIP). Terms where the seller/exporter is responsible for contacting and paying for carriage of the goods, but not responsible for additional costs or risk of loss or damages to the goods once they have been shipped.
2. 2. Revised American Foreign Trade Definitions 1941 This rule was made out by nine American commercial organizations in 1941. It is a set of foreign trade which are considered obsolete, but still sometimes used in domestic U.S. trade. It contains 6 trade terms.
商务英语阅读教程4Unit4textBppt课件
to WTO agreements, which are Ratify
signed by representatives of 批准
member governments and
ratified by their parliaments. Most of the issues that the WTO focuses on derive from previous
《知识产权协定》宗旨：减少对 国际贸易的扭曲与阻碍；促进对 知识产权在国际范围内更充分、 有效的保护；确保知识产权的实 施及程序不对合法贸易构成壁垒。
Translation 1
Extending the coverage of trade regulation to the national level, we will examine the relationship between national trade regulation and the world trading system, particularly export and import regulation.
elimination of preferences, on a
Substantial
reciprocal and mutually advantageous 实质的
basis." It was negotiated during
the United Nations Conference on Trade and Employment and was the
Agreement 马拉喀什协议
nations on 15 April 1994,
replacinTariffs and
Trade .
商务英语阅读教程 Unit 4
• Most of the following words are used in the context of marketing fundamentals. When you read,
• firstly, try to figure out their meanings. • 首先，试着猜出他们的意思。
7. __m__a_r_k_e_ti_n_g_it refers to practice of commercial selling
8. ___a_d_v_e_r_t_is_i_n_g_ it can make something known generally, especially, in order to sell it
配销渠道 adj. 非商标的 n. 广告；登广告 免费 行销努力 n. 流程 n. 缺点 产品定价 市场营销推广组合 v. 要价 垃圾邮件 推销战略 按正常价
4-1 TASK 1
Select an expression from the words listed above which matches one of the eight definitions given below. If you like, compare the definitions here with others in a dictionary. If there are other words or expressions in the list which you do not know, look them up, too.
4-1 TASK 1
5. ___p_r_o_d_u_c_t it is anything that can be offered to a market that might satisfy a want or need in marketing
商务英语阅读 Translation in Unit 4
Translation
Avon’s challenge was to find a way to adapt to this sea change while preserving the core personalattention component of its direct-selling model. 雅芳公司面临的挑战在于要找到一种方法，既能 适应这个巨大的变化，又能保持其以人为本的直 销模式核心。 There will always be a space for relationship- based service to the consumer. 以人际关系为基础的对消费者的服务永远有其用 武之地。
Comprehensive Reading Text B
P&G’s Digital Spending Procter & Gamble Co.[1] is now spending more than a third of its U.S. marketing budget[2] on digital media[3], an aggressive shift as Americans for the first time are expected to spend more time online this year than watching television. P&G chief executive officer A.G. Lafley[4] said the company’s digital spending on online ads and social media[5] ranges from 25% to 35% of its marketing budget. Currently, the percentage is near the top of that range in the U.S., its biggest market. Typically, digital ads claim estimated 20% to 25% share of companies’ marketing budgets. P&G’s digital spending highlights the threat to traditional advertising media like print. The company is planning to spend more on advertising in its current fiscal year[6], which reflects both the shift in where consumers are focused and a desire to increase the effectiveness of the money it spends. Company executives say digital media in many cases is proving to be a faster and cheaper way for P&G’s brands to reach consumers. “The bottom line is we need and want to be where the consumers are, and increasingly they are online and mobile,” a P&G spokesman said.
体验商务英语第四册 Unit 4 intensive reading讲解
Key Language Points in “ At the forefront of innovation”1.fastest-growing / ever-increasing/ constantly-changing2.three out of ten3.mobile phone/ cell phone/ cellular phone / handset handsets 电话听筒, 手机, 手持机4.overtake赶上, 追上, 和…打成平局，与…不分胜负=To catch up with; draw even or level with/ To pass after catching up with.超过：追上然后超过/ overcharge / overlook / out…5.dramatic：dramatic rescue at sea.一次戏剧性的海上救援/ Arresting or forceful in appearance or effect:引人注目的：引人注目或给人深刻印象的外表或效果：a dramatic sunset.辉煌的落日/drastic：Severe or radical in nature; extreme:严厉或剧烈的；极端的：the drastic measure of amputating theentire leg; 截除整条腿的极端措施；Artificial legs / flower counterfeit fakedrastic social change brought about by the French Revolution.法国革命带来的剧烈的社会变动Vigorous speech =robust/ energetic / dynamic vigorRigorous rigid prim6.executive: CEOan advisory body lacking executive powers.顾问团缺乏执行权力the executive director of a drama troupe; 剧团的执行导演；executive experience and skills.经营管理的经验和技能execute: To put into effect; carry out:执行；实行：a government that executes the decisions of the ruling party.政府执行执政党的决定[2] To put to death, especially bycarrying out a lawful sentence.处死：处死，尤指执行法律判决Penalty7.an obvious claim to membership of any league[联盟：为共同行动而结成的国家、组织或个人间的联合；联盟] ranking the world’s most respected companies. [ respectful, respectable, respective] [rank: ranked first in the class.在班上名列前茅]second to none8.respondent =回答的：作出答复或得到答复的；应答的/responsive: Readily reacting to suggestions, influences, appeals, or efforts:反应迅速的：对建议、影响、意见或努力迅速反应的：a responsive student.反应迅速的学生responsive reading;轮流朗读；9.FT/PwC survey: Financial Times (FT) / PricewaterhouseCoopers (PWC)survey/ [explore/ exploit]10.outer fringefringe: A marginal, peripheral, or secondary part:次要事物（外围）：周边的、边缘的或次要的部分：“They like to hang out on the geographical fringes, the seedy outposts”“他们喜欢去偏僻地区和肮脏的偏远村落”11.pulp and paper industry 纸浆及纸张制造工业12.anything but/ nothing but13.Luck has played a part too.14.expensive status symbol [ expensive/ extensive/ expansive ]Extensive: Large in extent, range, or amount.Extend holiday/ visa/ passport / house Extend my sincere thanks to all of you for your good corporation.Expand business in Europe Expansive: Broad in size or extent; comprehensive:/ Disposed to be open, communicative, and generous; outgoing:豪爽的，开朗的：愿交往的，慷慨的；15.GSM=global system for mobile communications 全球移动通讯系统16.become the de facto world standard de facto=In reality or fact; actually. 17.shortly after [ presently]shortly=In a short time; soon. Presently=In a short time; soon:不久，一会儿：She will arrive presently.她一会儿就到At present currently for the time being18.take over / hand over19.he saw as the key to success …view asexam-orientedquality-oriented20.telecom-oriented and value-added21.stick to / stick around[ stick and carrot] 大棒加胡罗卜/软硬兼施/ 好则奖励, 坏则惩罚22.sprawling conglomerate; sprawling=Haphazard growth or extension outward, especially that resulting from real estate development on the outskirts of a city:无计划发展：偶尔增长或向四周扩展，urban sprawl.城镇无计划扩展To sit or lie with the body and limbs spread out awkwardly.四肢摊开：懒散地舒展开身体四肢坐或躺To spread out in a straggling or disordered fashion:不整齐的散布：以杂乱无序的形式使扩展开的：untidy tenements sprawling toward the river.散布在河边的几套不整洁的房子23.a dedicated companyWholly committed to a particular course of thought or action; devoted:献身的：全心全意地交付给一特定的想法或行动的；一心一意的：a dedicated musician.富有献身精神的音乐家Designed for a particular use or function:专用的：为某一特定的用途或功能而设计的：“The satellite beams the information down to Earth, where it is sent through dedicated telephone wires to the Space Telescope Science In stitute”“卫星把信息传送到地球上后，通过专用电话线发送到空间望远镜科学研究机构24.offloaded: Slang To get rid of and pass on to another:【俚语】把…推给他人以解除拖累：“He does come close to offloading someof the blame for the launch on . . . the dear old media”“他来确实是为推脱由于把昂贵的传播工具转向市场而受的某些谴责25.on the telecommunication side, in terms ofon the part ofRegarding or with respect to the one specified:就…而言：关于或就某一特定的人而言：Brilliant strategy on the part of Confederate forces ensured their victory 盟军巧妙的战略确保了他们的胜利\name brand26.succeed in establishing a string brand that is recognized throughout the worldstring: A scattered group of businesses under a single ownership or management:连锁企业：属于同一属有者或资产的一系列分散的企业：a string of boutiques.时装用品小商店联号27.an initial benefit from some customers thinking it was a Japanese companyinitial: Of, relating to, or occurring at the beginning; first:开始的：开始的，与开始有关的，发生在开始的；首先的：took the initial step toward reconciliation.采取了走向和解的第一步28.outstrip its rivals =exceed or surpass29.it has allied engineering excellence with great marketing flairto unite…witha flair for interior decorating.室内装潢的天资a flair for the exotica.对新异事物的鉴别力served us with flair.以特别的方式招待我们er-friendly handsets=mobile phonefriendly: 【计算机科学】（电脑）使用者易使用的Informal: Easy to understand or use for a specified agent. Often used in combination:【非正式用语】容易的：易被某些特定对象理解或使用的。
Unit 4 Text B Anecdotes about Einstein
11.Contrary to widespread belief,Einstein excelled at math.By the age of 13,"he already had a predilection for solving complicated problems in applied arithmetic,"his sister recalled.An uncle,Jakob Einstein,an engineer,introduced him to the joys of algebra,calling it a "merry science,"and whenever Einstein triumphed,he "was overcome with happiness."
10.He marveled at magnetic fields,gravity,inertia and light beams.He retained the ability to hold two thoughts in his mind simultaneously,to be puzzled when they conflicted and to delight when he saw an underlying unity."People like you and me never grow old,"he wrote a friend years later."We never cease to stand like curious children before the great mystery into which we were born."
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《知识产权协定》宗旨：减少对 国际贸易的扭曲与阻碍；促进对 知识产权在国际范围内更充分、 有效的保护；确保知识产权的实 施及程序不对合法贸易构成壁垒。
Translation 1
Extending the coverage of trade regulation to the national level, we will examine the relationship between national trade regulation and the world trading system, particularly export and import regulation.
将贸易管制的覆盖面扩大到国家层 面来看,我们将探究国家贸易管制与 世界贸易体系的关系，特别是进出 口管制方面。
由于削减关税的巨大成功，第八轮关贸总协定，即乌拉 圭回合将会议主题首次扩大到非关税领域，服务和知识 产权。最重要的是，乌拉圭回合谈判的最终目标是建立 一个常设机构——世界贸易组织以监督关贸总协定原则 和协议的执行情况
NAFTA
3 GATT Principles
主要向我们讲述了GATT的三个基本原则，即最惠国待 遇原则，国民待遇原则和透明度原则。其目的是避免各 成员国之间的歧视。 ①最惠国待遇原则，有两个例外政策，一个是对于那 些违反了GATT原则的国家，可以提高该国的进口关税壁 垒，二是其中一些成员国之间可以自己降低他们之间的 关税壁垒而不用对其他成员国负责。 ②国民待遇原则，适用于当商品进入到外国市场时， 商品所受的待遇必须和国内的相同而不能随意改变。 ③透明度原则，禁止一个国家的进口标准秘密化，不 能任意改变其进口要求，如果有，则必须告知WTO，否 则将违反透明度原则和国民待遇选原则。
GATT and WTO trade rounds
WTO Functions
Among the various functions of the WTO, these are regarded by analysts as the most important: 1.It oversees the implementation, administration and operation of the covered agreements. 2.It provides a forum for negotiations and for settling disputes.
Because of the great success of reducing tariffs, the eighth round of GATT, the Uruguay round expanded for the first time into non-tariff areas, services and intellectual property. Most important, The Uruguay round culminated with the establishment of a permanent body to oversee the implementation of GATT principles and agreements—the world trade organization.
1986年9月在乌拉圭的埃斯特角城举行了关 贸总协定部长级会议，决定进行一场旨在全 面改革多边贸易体制的新一轮谈判，故命名 为“乌拉圭回合谈判”。这是迄今为止最大 的一次贸易谈判，历时7年半，于1994年4月 在摩洛哥的马拉喀什结束。谈判几乎涉及所 有贸易，从牙刷到游艇，从银行到电信，从 野生水稻基因到艾滋病治疗。参加方从最初 的103个，增至谈判结束时的125个。
Brief Introduction to WTO
The World Trade Organization WTO is an intergovernmental organization which regulates international trade. The WTO officially commenced on 1 January 1995 Marrakesh Agreement under the Marrakesh 马拉喀什协议 Agreement, signed by 123 nations on 15 April 1994, replacing the General Agreement on Tariffs and Trade .
Antidumping Issues
有关北美自由贸易区成立 后对美国、加拿大、墨西 北美自由贸易协定于 哥经济贸易的影响，依据 94年1月1日生效实施。美国对外贸易统计资料显 内容: 示：北美自由贸易区自 ①关税相互减免； 1994年成立后，不但成为 ②取消进口限制； 全球最大自由贸易区，至 ③坚持产地规定； 2000年，美国与墨西哥 ④政府采购协定； 两国进口贸易总额每年均 ⑤鼓励投资； 呈显著的成长，美国、墨 ⑥扩大相互金融服务； 西哥之间因北美自由贸易 ⑦发展相互自由运输； 区使得墨西哥出口至美国 ⑧鼓励保护知识产权； ⑨协商争端解决机制. 受惠最大。
SPS协议
随着国际贸易的发展和贸易自由化程度的提高， 各国实行动植物检疫制度对贸易的影响已越来越 大，某些国家尤其是一些发达国家为了保护本国 农畜产品市场，多利用非关税壁垒措施来阻止国 外尤其是发展中国家农畜产品进入本国市场，其 中动植物检疫就是一种隐蔽性很强的技术壁垒措 施。由于GATT和TBT对动植物卫生检疫措施约束 力不够，要求不具体，为此，在乌拉圭回合谈判 中，许多国家提议制定了SPS协议，它对国际贸易 中的动植物检疫提出了具体的严格的要求，它是 WTO协议原则渗透的动植物检疫工作的产物。
公允价值（Fair Value） 亦称公允市价、公允价格。熟悉 市场情况的买卖双方在公平交易的条件下和自愿的情况下 所确定的价格
斯姆特-霍利关税法（The Smoot-Hawley Tariff Act）于1930年6月17日经签署成为法律， 该法案将2000多种的进口商品关税提升到历 史最高水平。当时在美国，有1028名经济学 家签署了一项请愿书抵制该法案；而在该法 案通过之后，许多国家对美国采取了报复性 关税措施，使美国的进口额和出口额都骤降 50%以上。一些经济学家认为，斯姆特-霍利 法案是导致美欧之间贸易规模从1929年的历 史高位急遽衰退到1932年历史低位的催化 剂—这次衰退伴随着的是大萧条的开始。
The WTO deals with regulation of trade between participating Framework countries by providing a framework for negotiating trade 机构 agreements and a dispute resolution process aimed at enforcing participants' adherence to WTO agreements, which are Ratify signed by representatives of 批准 member governments and ratified by their parliaments. derive Most of the issues that the WTO focuses on derive from previous from 由 …派 trade negotiations, especially from the Uruguay Round . 生出
Structure of the Passage
Para.1-2
Brief Introduction
International Trade Regulation
Para.3-6 GATT to WTO Para.7-11 3 GATT Principles Para.12-15
5 WTO Agreements Para.16-17
GATT to WTO
主要讲了作为世界贸易体系组成部分的 GATT(关税与贸易总协定)一步步发现转变为 WTO(世界贸易组织)的过程。 ①前半部分主要讲GATT最初成立的目的及在 降低各国关税方面做的努力和成效。 ②后半部分主要讲乌拉圭回合谈判的历史作 用，即促成WTO的成立。
Smoot-Hawley Act:斯穆特.霍利关税法案 Uruguay Round:乌拉圭回合谈判 GATS:贸易服务总协定 TRIPS:知识产权协定
Details of each part
Para.1-2
International Trade Regulation
Brief Introduction Para.3-6 GATT to WTO Para.7-11
3 GATT Principles Para.12-15
WTO Agreements Para.16-17
Antidumping Issues
Background Information
GATT
8 GATT
WTO
ROUNDS
Functions
Brief Introduction to GATT
General Agreement on Tariffs and GATT Trade was a multilateral agreement regulating international trade. According to its preamble, its purpose Preamble 条约等的前言 was the "substantial reduction of tariffs and other trade barriers and the Substantial elimination of preferences, on a reciprocal and mutually advantageous 实质的 basis." It was negotiated during the United Nations Conference on Preferences Trade and Employment and was the 特惠 outcome of the failure of negotiating （特指关税） governments to create the International Trade Organization (ITO).