商务英语阅读第二版chapter-5-Japan-Goes-from-Dynamic-to-Disheartened-课文翻译-王关富
商务英语阅读Chapter 5
e.g. The area is remarkable for its scenery
Chapter 5 Brand and trademark visible adj ~ (to sb/sth) 1 that can be seen; in sight 可见的; 看得见的
e.g. This star is not visible to the naked eye. 这颗星 肉眼看不见.
Chapter 5 Brand and trademark overcome v. to defeat or succeed in controlling or dealing with something e.g. to overcome difficulties/obstacles/problems/resistance
What is brand “Name, term, design, symbol”, or any other feature that identifies the seller’s goods and services. expressed in the form of logos , graphic representations
Chapter 5 Brand and trademark
商标：工商企业用于标明商品所有权并区别于其他商品的标 志。商标可以是词或词组、字母、数字、图案、名称、产品 的形状或其他外观、包装或色彩组合。商标(通常用TM表 示，注册后通常用符号表示)是其所有人的财产，受法律保 护，未经授权，他人不得擅自使用。商标所有人不需特地向 美国专利和商标局或其他州政府部门注册便可获得商标或服 务标志(标定服务来源)的法律权利，但经正式注册往往在法 律上更具优势。
商务英语阅读-第二版-王艳-习题答案之-英汉互译
一、英译汉Chapter1sluggish economy 萧条的经济full employment 充分就业trade deficit 贸易赤字in-depth analysis 深入的分析industrialized countries 工业化国家free-trade agreement 自由贸易协定international specialization 国际专业化product differentiation 产品差别trade surplus 贸易盈余determinative factor 决定性因素Chapter2consumer-goods 消费品discount retailers 折扣零售商brand equity 品牌资产价值advertising budget 广告预算real-time sales data 实时销售数据sales promotion 促销profit margin 盈利scanner data 扫描数据Chapter3privileged minority 享有特权的少数人gas station 加油站marketing research 市场调查professional competence 专业技能a sales point 卖点product design 产品设计potential consumer 潜在顾客business disaster 商业灾难Chapter4mobility of people 人口流动supplier networks 供应商网络standardized items 标准零配件specialist manufacturing technology 特殊制造技术complementary economies 互补经济体anti-Japanese sentiment 反日情绪foreign affiliates 外方合伙人，外国附属公司go public 上市Chapter5publicly traded companies 上市公司keep a weather eye on... 对……随时留意/小心提防accounting firms 会计师事务所international subsidiaries 国外子公司cost efficient经济划算的take a wait-and-see approach持观望态度reconciliation reports (财务）调整报告performance measures业绩评定指标/方法Chapter6explicit inflation target 明确公开的通货膨胀指标/目标volatile prices 波动的价格monetary policymaking 制定货币政策consumer expenditure 消费支出credit crunch 信贷资金骤减variable mortgage rates 浮动按揭紙押贷款利率surging and plunging asset prices 大起大落的资产价格do more harm than good 得不偿失/弊大于利Chapter7Competitive edge 竞争优势Breach of contract 违反合同Convertibility of profit 收益的可兑换性Financial instruments 金融工具Currency conversions 货币转换Financial hedges 金融避险Cost-benefit analysis 成本效益分析Record-high 破纪录的高点A vested interest 既得利益In its infancy 初期阶段Chapter8the company’s vision of the future 公司未来愿景cost reduction 削减成本leverage resources 利用资源 a portfolio of businesses 投资多样化untapped niches 尚未被竞争者发现的市场机会convenience stores 便利店market segments 细分市场premium brand 高端品啤Chapter9Public awareness 公众认识Regulatory changes 政策变动International assignment 海外任务Global recruitment 全球招聘Economic downturn 经济萧条Advisory service 咨询服务Reward scheme 奖励机制T alent management 英才管理Chapter10Adaptive ability 适应能力Biometric technology 生物技术Non-stop flight 直达航班Cost and revenue projections 成本和利润计算Customer feedback 客户反馈Front-line workers 一线工作人员Substantial salary cuts 大幅度减薪Job rotation 岗位轮换Chapter11by virtue of 由于crush to bits 溃不成军dole out 少量的发放grapple with 尽力克服in the heyday 在鼎盛时期most of all 尤其是take pains to 尽力设法，煞费苦心to the tune of 共计，达……之多scare the wits out of极度惊吓，吓得魂不附体serve up 提供Chapter12Case in point 有针对性的例证Competitive edge 竞争优势Flat-footed 笨手笨脚的Fuel economy 燃油经济性，节油Market capitalization 总市值Polish the image 粉饰形象Profit-obsessed 关注利润的Renewable resources 可再生资源Strike a balance 达到平衡，取得平衡Utility company 公共事业公司二、汉译英Chapter1经济双赢economic win-win 关税壁垒tariff barrier收入不平等wage inequality 劳动生产率labor productivity解雇工人lay off works 生产要素factor of production双边协议bilateral deal 回归分析regression analysis市场准入market access 世界经济复苏world economic recovery Chapter2价格溢价price premium 基线销售base-line sales减价price reductions 广告支出advertising spending营销组合marketing mix 销量溢价quantity premium产品数量（种类）product-line variety 美元分配allocation of dollarsChapter3日常生活daily life 广告活动advertising campaigns物理特征physical characteristic 视觉想象visual imagination国内媒体national media 销售增长sales increase销售渠道distribution system 产品到导向型的广告product-orientated advertising Chapter4企业并购mergers and acquisition 海外扩张overseas expansion全球化战略globalization strategy 保护主义措施protectionist measures市场准入access of market 知识产权intellectual property right贸易伙伴trading partners 资本投入capital investmentChapter5通用/公认会计准则generally accepted accounting principles收益确认revenue recognition损益表/收益表income statement每股收益earnings per share常务/执行董事managing director信用评级机构credit-rating agencies财务管理人员/主管finance chiefs/ executives机构投资者/投资机构institutional investors Chapter6◊楼市暴跌housing crush/ collapse◊维持价格稳定maintain price stability◊核心通货嘭胀率core inflation rate◊消费者物价指数consumer price index (CPI) ◊资产负债表balance sheet◊预除负面影响forestall the adverse effects ◊政策框架policy framework◊市场预期market expectations Chapter7新兴市场emerging markets金融危机financial meltdown民间暴乱civil disturbance股票价格share prices风险溢价risk premium政治周旋political spin平衡竞争环境level the play field利害关系have a stake in数据采集data-mining博弈论game theoryChapter8实施战略execute strategy竞争优势competitive advantage实证研究empirical studies核心品牌core brand分销系统distribution system控股公司a holding company文化冲突culture clashes股东财富shareholders wealth Chapter9员工离职staff turnover涨薪pay rises安然丑闻the Enron scandal甄别程序selection praedure新员工raw recruits职业阶梯career ladder董事会主席board director公司结构organizational structure Chapter10连续创新者 a serial innovator行业危机industry crises商务舱business class高级管理层senior management产品开发product development同伴压力peer pressure地勤部门ground services department 恐怖袭击terrorist attackChapter11从无到有，白手起家from scratch点击欺诈click fraud利基市场，细分市场niche market迫切需要cry out for如大家所说by all accounts消灭，彻底摧毁wipe out蓄意侵犯willfully infringe on严格控制，严加管束rein in赚钱pull in最大的一份lion’s shareChapter12操纵价格price manipulation/manipulation of price 成形，初具规模take shape粗制滥造churn out客户忠诚度customer loyalty全力应付，努力克服wrestle with全球水资源匮乏global water scarcity替代能源alternative resources温室气体排放greenhouse gas emission新兴市场emerging market致力于commit oneself to。
商务英语阅读2翻译和商务英语听说下册听力原文
商务英语阅读2翻译和商务英语听说下册听⼒原⽂1. Globalization is the actual movement or potential to move across borders of nations in areas of trade, investment, technology, finance and labor.全球化在贸易、投资、科技、⾦融和劳务这些领域是⼀个潜在正在发⽣的跨越国界的趋势。
2. Globalization has resulted in increasing financial flows and trade between countries, as each country tries to establish itself into the global economy.因为每⼀个国家都尝试纳⼊到全球化经济体系中去，全球化导致了各个国家资⾦流动，贸易的不断增加。
3. The WTO is the main multilateral trading agreement, which provides a forum for countries to promote free trade and resolve trade disputes.世界贸易组织是⼀个主要的多边贸易协定，它为各国提供了⼀个讨论的场所旨在促进⾃由贸易，解决贸易争端的论坛。
4. OPEC used its control to artificially raise the oil prices in its member countries in 1973.在1973年，⽯油输出国组织⼈为的通过成员国抬⾼了油价。
5. The country’s economy has emerged from recession for the reason that the government adopted some flexible policies.因为政府采取了⼀些灵活得政策，所以这个国家从经济萧条中⾛出来了。
商务英语阅读unit 5
An ad valorem, most commonly used, is figured as a percentage on the value of goods –for example, 10, 20 or 25 percent. They may be based, depending on the country, either on the value of the goods landed at the port of destination, or at the port in the country of origin. A specific duty relates to local currency per unit of goods based on weight, number, length, volume, or other unit of measurement—for example, $ 25 per pound or per yard. An alternative duty is where either an ad valorem duty or a specific one can be prescribed for a product, with the requirement that the more exertive one shall apply. A compound duty is a combination of an ad valorem duty and a specific one – for example, 10 percent of value plus $1 per kilogram. Tariffs have the advantage that they can be selectively levied in terms of products and with differential rates. Therefore, a country may attain rather precise objectives with tariffs while increasing government revenues at the same time. The negative respect of tariffs is that they increase the cost of imports to the customers.
商务英语阅读(第二版) 王关富 Unit5 Japan goes from dynamicto disheartened 课后答案
Unit 5Japan Goes From Dynamic to DisheartenedExercises1. Answer the questions on the text:1)What were the two major factors comprising Japan’s economic bubble in the1980’s?# speculative stock# property bubbles2)What were the methods Japanese government adopted to stimulate itseconomy, but turned out to be a failure?# budget deficits# flood of easy money3)What does “economic Godzilla” mean in the text?It means economic giant with enormous power. It is so quoted because it is a Japan cultural icon.4)What are the reasons that the U.S. would not follow Japan’s suit, accordingto some economists?# the greater responsiveness of the American political system# Americans’ greater tolerance for capitalism’s creative destruction5)What are the specified steps in the “deflationary trap”?Demand decreases→supply decreases→unemployment/reluctance in investing→less spending→less demand.6)What are the factors contributing to Japan’s even dimmer future?# the wo rld’s largest government debt (around 200% of GDP)# a shrinking population# rising rates of poverty and suicide7)Why do people today refer to the Japanese youth as “herbivore s”?Because: under the background of long-term economic stagnation, younger generation of Japan become pessimistic and fatalistic, and they lack ambitions that their parents once valued and become mildly tempered and behaved in both career and sex.8)What do you think of Japan’s real estate industry?During the period of deflation, property keeps losing its value, and people then refuse to buy new houses and house-owners are burdened with large sums of loan.They have to come up with different ways to cut expenses, which sabotages people’s expectations towards a better future.9)Why is Mr. Kaiami expecting inflation to come back again?Because the Japanese economy has been depressed and sluggish for so long. If inflation comes back he expects to see vibrancy of the Japanese economy again. 10)According to the article, how would you explain “destructive destruction”?On the contrary to creative destruction, which describes the chaotic changes that occur when a new product (i.e., technology) or service is introduced into the market, and entrepreneurs can make great profit by innovation, destructive destruction here means people’s pessimistic expectation renders them making their living by cutting expenses and selling current property rather than risking creating new fortune.2. Fill in each blank of the following sentences with one of the phrases in the list given below:1)I have discovered that paying down your loan can result in being cash poor whena need or emergency arises.2)The road to recovery is a long one, so the politicians must wake up to therecession, accept it and get us where we need to go.3)All signs point to Apple’s iPad sales as the recovery of tablet PCs and futurespending boom.4)During this urgent period, journalists were told to hold back on some stories incase they might do damage to the delicate administration.5)According to some analysts, BP Plc's oil spill in the Gulf of Mexico will drivedown rental prices for deep- sea drilling vessels by about 20 percent.6)Consolidation is likely to increase since no one player controls more than 10percent of the market, there’s a golden opportunity for big fish to gobble up smaller businesses.7)According to a survey, teachers and lawyers are put in the most overtime, theytoil for ten hours a week unpaid.8)They also added that they would not surrender the future of their children to afew people who are bent on enslaving them for life.9)China's top legislature is to deliberate about the draft amendment to the personalincome tax law, a major move that is meant to narrow the widening gap between the country's rich and poor.10)We must bridge the gap between the supply and demand of power if we are toachieve higher rates of economic growth on a sustainable basis in the next decade.3. Match the terms in column A with the explanations in column B:A B1) budget deficit a) A procedure which, in certain jurisdictions,allows an individual to declare bankruptcy. 10 2) stagnation b) The highest-ranking corporate administratorin charge of total management of anorganization. 93) price war c) The amount by which a government,company, or individual's spending exceeds itsincome over a particular period of time. 14) speculative stock d) A procedure with rapid increases invaluations of real estate until they reachunsustainable levels relative to incomes andother economic elements, followed by areduction in price levels. 85) deflation e) Commerce money that can be borrowed ata low interest rate. 76) gross domestic product f) A period of time in which an economyexperiences difficulties and achieves little orno growth. 27) easy money g) Market situation in which (usually two)Powerful competitors try to usurp eachother's market share by progressivelyreducing prices until one of them retreats, atleast temporarily. 38) property bubble h) The monetary value of all the finishedgoods and services produced within acountry's borders in a specific time period. 6 9) chief executive officer i) A general decline in prices, often caused by areduction in the supply of money or credit. 5 10) personal bankruptcy j) a stock with high risk relative to any potentialpositive returns. 44.Translate the following into Chinese:自2008年经济震荡以来酋长国城市迪拜遭受了媒体的负面宣传。
人民大2024商务英语阅读(第2册)(第二版)教学课件Unit 4 Employee Trainin
3. What are the best tips for training employees?
piecemeal adv. bit by bit; only one part at a time 逐渐 而零碎地
Let’s settle the matter at one stroke, not piecemeal.
Para. Para. 1
Para. 2-11
Main Topics
It is very important to keep a good grip on the training cost.
We will be exploring different approaches to gathering information.
manual n. a book which tells you how to do something or how a piece of machinery works 使用 手册 (TEM-4; CET-4)
There is a drive both to standardize components and to reduce the number of models.
cost-effective adj. bringing the best possible profits or advantages for the lowest possible cost 有成本效益 的，低成本高利润的
大学核心商务英语读写教程第2册Unit Five Smart Pricing_70
2. Introduction to the Text
Theme of the Text
Text A mainly tells how India’s Tata set to snap up Corus, from which we will know some knowledge about acquisition.
1. Background Information
Price is only one factor in the supplier selection decision, but it is the factor used most frequently to evaluate the sourcing group's performance. The "best" price is actively pursued using one of three approaches: buying at list price, competitive bidding, and negotiation. Buying at list price is used for lower-volume or lowervalued items that do not merit the managerial time and effort needed to obtain a lower-than-list price. Competitive bidding relies on market forces to get suppliers to offer a low price. Competitive bidding is an efficient means of obtaining a fair price when the dollar value of purchase is high enough to justify the work needed to run a successful bid.
外研社2024新标准商务英语阅读教程2-教学课件U5
unleash
to suddenly let a strong force, feeling, etc. have its full effect
e.g. It suggests climate change could tip the planet’s delicate balance and unleash a host of geological disasters.
5
Unit
Economic policies
1 Economic policies refer to the strategies and measures adopted by the government to manage the economy in order to achieve its economic objectives. What are the major types of economic policies?
feature
to include or show sth. as a special or important part of sth.
e.g. Problems of family relationships feature prominently in her novels.
factor
a good or service (such as land, labor, or capБайду номын сангаасtal) used in the process of production
stimulate
to encourage or help sth. to begin or develop further
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1.日本，大阪——像许多日本中产阶级一样，小企业主正人华20年前享有的富裕生活为世人所艳羡。
他购买了一套价值50万美元的公寓，时常去夏威夷度假，其座驾是一辆老款的奔驰轿车。
2.但慢慢地，他的生活水平随同日本的整体经济状况一道，逐渐走向崩溃。
刚开始时，他被迫减少了去国外旅行的次数，后来就彻底不去了。
随后，他卖掉了奔驰，换了一款更便宜的国产轿车。
去年，他卖掉了他的公寓——售价仅为17年前购房款的三分之一，还不及依然背负的按揭贷款。
3.“过去的日本，光鲜且乐观，而现如今的人们不得不静悄悄地压低生活质量，紧缩度日，”49岁的正人华说。
在接受采访时，他要求记者不要披露其全名，因为他依然无力偿付拖欠的11万美元按揭贷款。
4.在近代史中，没有几个国家的经济财富像日本这样，经历了如此惊人的扭转。
上世纪80年代，借助位居史上最大规模之列的股市投机及房产泡沫，日本一举成为第一个挑战西方长期霸权的亚洲国家，谱写了一曲源自亚洲的成功故事。
5.但这些泡沫最终于80年代晚期和90年代初期爆裂，日本旋即陷入了一个缓慢但不间断的衰落进程，庞大的预算赤字和海量流动性的涌入都无法扭转这一趋势。
在迄今差不多一代人的时间里，这个国家一直深陷通货紧缩泥沼（低增长，物价螺旋式下落），不能自拔。
在此过程中，这只昔日的经济猛兽已雄风不再，失去了在全球经济中的傲人地位。
6.如今，随着美国和其他西方国家正竭力摆脱债务及其自身的房产泡沫，越来越多的经济学家将日本当下的黯淡处境视为上述国家的未来走向。
甚至在美联储主席伯南克酝酿新一轮非常规措施，以刺激经济之际，对美国和许多欧洲经济体的忧虑依然与日俱增。
许多人担心，这些经济体将面临长期的低增长，甚至有可能出现持续的通货紧缩——这是自大萧条以来，在日本之外的主要经济体中所从未见过的一幕。
7.许多经济学家依然颇具信心地认为，美国将避免日本式停滞，这主要是因为美国的政治制度具有更强的反应性，美国人对于资本主义的创造性破坏具有更大的容忍度。
日本领导人先是不愿承认问题的严重性，尔后又花费巨资，修建旨在创造就业的公共工程项目，进而推迟了痛苦但必不可少的结构调整，经济学家说。
8.“美国不是日本，”斯坦福大学经济学教授罗伯特·霍尔（Robert E. Hall）说。
“美国的盘算依然是，我们总能找到促使人们再次支出和投资的办法。
”9.然而，随着减少联邦支出和预算赤字的政治压力日益增强，其他经济学家正在发出警告：美国需慎防“日本化（Japanification）”——消费者拒绝消费、公司抑制投资，银行坐拥巨额资金，进而导致需求崩溃，驱使经济坠入通缩陷阱，最终演变为一个自我强化的恶性循环：随着物价不断下跌，以及就业机会的消失，消费者进一步收紧了钱袋，公司削减开支，并推迟扩张计划。
10.“美国、英国、西班牙和爱尔兰都在经历日本大约10年前所经历的一幕，”野村证券首席经济学家辜朝明（RichardKoo）说道。
他最近撰写了一本书，谈论日本给予世界各国的教训。
“数百万个人和公司的资产负债表不断缩水，因此，他们正在使用其资金支付债务，而不是举债和支出。
”11.正如同通货膨胀令整整一代美国人伤痕累累一样，通货紧缩已经在日本人身上留下了深深的烙印，导致代际之间关系紧张，并孕育出了一种悲观主义及宿命论文化，同时也让他们对未来的期许大为降低。
尽管就很多方面而言，日本依然是一个富裕的社会，但它面临的形势日益严峻，特别是在经济活力相对较高的东京之外。
日本的形势或许也为观察美国和欧洲的未来提供了一个视角，如果最可怕的预测最终实现的话。
大幅回落的雄心12.日本怀抱的雄心已一落千丈，这一点从东京的街头可见一斑。
混凝土制的“蜗居（microhouse）”很受年青一代的欢迎，这些年轻人甚至无力购买父辈居住的，以空间局促而出名的房屋，工作缺乏保障的他们也无法办理传统的长期贷款。
13.这些火柴盒般大小的房屋坐落在一块块勉强可以停泊一辆SUV的土地上，共有3层，包括衣柜般大小的卧室、手提箱般大小的衣柜和一个应该属于潜艇的微型厨房。
14.“当一个人对未来感到不安时，他就只能住这样的房子了，”东京“蜗居”制造商Zaus公司总经理Kimiyo Kondo说。
15.令许多40岁以下的日本人很难理解的是，如今的情势跟上世纪80年代究竟相差多远。
其时，强大且带有威胁意味的“日本公司（Japan Inc.）”似乎打算吞噬整个美国经济——从汽车制造商到超级计算机，美国的各大产业无一不成为其觊觎的目标。
日本股市的市值翻了两番，日元也上升至难以想象的高度，日本公司一举成为全球商业的主导者，其战利品包括好莱坞电影公司（环球影业和哥伦比亚影业公司），著名的高尔夫球场（圆石滩）和标志性房地产（洛克菲勒中心）16.有些经济学家于1991年预测，日本将在2010年之前取代美国，成为世界最大经济体。
事实上，现如今的日本经济跟当时相差无几：按目前汇率计算，其GDP 依然为5.7万亿美元。
在此期间，美国经济的规模翻了一番，增长至14.7万亿美元。
今年，中国取代了日本作为世界第二大经济体的地位。
17.中国如此彻底地超越了日本，以至于现在的美国学界似乎不愿意为日本费心，美国大学中曾经人头攒动的日语课堂也已空无一人。
甚至连克莱德·普雷斯托维茨（Clyde V.Prestowitz，曾任里根政府美国贸易谈判代表，他于上世纪80年代撰写的数篇谈论日本威胁论的文章曾激发起华府对日本的警觉）也表示说，他正在学习中文。
“我几乎不去日本了，”普雷斯托维茨说。
18.对于日本人来说，经济的持续衰退是他们难以承受的痛苦。
日本的公司，以及像正人华这样的普通百姓已经在股市和房地产市场上丧失了数万亿美元——现在，前者的市值约为1989年的四分之一，而房屋均价则跟1983年的水平没啥两样。
鉴于日本现在面临世界最大的政府债务（约为GDP的2倍）、日益减少的人口，以及不断攀升的贫困率和自杀率，这个岛国的未来似乎比如今更为暗淡。
19.但经济衰退对日本最为明显的影响，或许是由此带来的信心危机。
仅仅在20年之前，这还是一个充满能量和野心，活力四射的国度，当时的日本人骄傲到了几近狂妄的程度，一心想在亚洲建立一个基于日元的全新经济秩序。
如今，这些直冲云霄的雄心壮志已经被搁在一旁，取而代之的是对未来的倦怠和恐惧，以及几乎令人窒息的屈从情绪。
日本似乎变身为一个海边的贝壳，愿意接受淡出世界舞台的宿命。
20.曾经贪婪无比的日本制造商现在似乎准备把一个又一个产业拱手让与饥渴的韩国和中国对手。
曾几何时，衣着光鲜的日本消费者乘坐包机，分赴曼哈顿和巴黎，尽情享受购物之旅。
他们现在更常做的事情是，呆在家里，为不确定的未来攒钱，抑或使用优衣库（Uniqlo）这样的折扣品牌创设节俭领域的新趋势。
21.随着这个依然富裕的国家的生活水平逐渐恶化，只了解经济停滞和通货紧缩的年轻一代当中出现了一种新型的节俭方式。
他们不愿购买轿车和电视机等大件商品，选择去美国留学的年轻人也越来越少。
22.日本进取心的缺失在年轻人中表现得尤为明显。
因为缺乏老一辈人在写字楼中夜以继日工作的意愿，这些年轻人常常被世人嘲讽为“草食动物”。
他们甚至连好好谈一场恋爱的意愿也没有，许多日本人半开玩笑地说，这正是日本出生率不断下跌的原因所在。
“日本人过去被称为经济动物，”化工巨头昭和电工股份有限公司前首席执行官光夫大桥说。
“但不知什么时候，日本已经丧失了它的动物精神。
”23.当记者在数十次采访中，问及采访对象对于日本衰退的看法时，从政策制定者，公司老板到街头购物者，许多日本人一再提及活力的丧失这一话题。
虽然日本面临的问题多多，但社会的迅速老龄化无疑是其中最突出的一个。
一个曾经富裕，充满生机的国度突然坠入社会和文化的陈规旧习之中，或许是日本给予当今世界最不详的教训。
24.对于通货紧缩恶魔最经典的解释是，通货紧缩使得个体和企业不愿意花钱，因为对物价下跌的理性反应是捂紧升值的钞票。
但延续了差不多一代人的通货紧缩已经给日本带来了更为深刻的影响，下意识地刻画出日本人看待世界的方式。
它让日本人对未来产生了一种积重难返的悲观情绪，并且不敢承受风险，许多人本能地不愿意开支或投资，从而进一步压低了需求和物价水平。
25.“一种新常识出现了：消费者认为买东西或借钱是非理性的，甚至认为这是愚蠢之举，”曾经对通缩心理学进行过研究的早稻田大学教授和久竹村说。
26.虽然经济衰退的影响在日本经济中随处可见，但相较于相对富裕的东京，这些影响在类似日本第三大城市大阪这样的区域表现得更加明显。
在这座以商业为傲的城市，商家们使出浑身解数，不遗余力地劝诱焦虑得难以自已的购物者再次掏出钱袋。
但这些经常表现为价格战的促销手段，最终的作用仅仅是进一步加剧了日本的通缩循环而已。
27.自动售货机以10日元（相当于12美分）的价格销售罐装饮料，餐厅的啤酒售价50日元，公寓的首月租金仅为100日元，约合1.22美元。
甚至婚礼仪式也在促销，一场庆典仪式的折扣价为600美元——还不到10年前一场典型婚礼花费的十分之一。
28.在大阪市一个商业街，商家们最近举行了一个“百元日”活动，即大量商品的售价均为100日元。
即便如此，结果仍差强人意，商家们说。
29.“日本人似乎已经丧失了打扮得漂亮一些的意愿，”63岁的冈亚希子说。
自她自己的服装店于2002年倒闭以来，她一直在一个小服饰店从事兼职工作。
30.有时，甚至在一些不寻常的地方，也能感受到经济活力的丧失。
北新地是大阪首屈一指，具有3百年历史的娱乐区，每当夜幕降临，这里总是流光溢彩，随处可见穿着紧身服装的女招待，在此处的高档俱乐部中谋得一个座位，往往要花费500美元。
31.但过去15年间，时尚夜总会和豪华酒吧的数量已从高峰时的1,200家锐减至480家，取而代之的是折扣酒吧和连锁餐厅。
调酒师说，这些日子里，主顾的成本意识太强了，只管口味，不计花费那一幕已很难见到。
32.“一种特殊的文化或许正在消失，”正在闪闪发光的金色台面上调制鸡尾酒的小田隆夫说。
33.经历了多年的自满之后，日本似乎正在意识到它面临的种种问题——去年，心怀不满的选民终止了自民党战后的权力垄断。
然而，对许多日本人来说，这或许来得太晚了。
日本已经创造了整整一代已经不愿相信自己能够享有稳定工作，生活水平会不断提高（这些曾经被视为与生俱来的权利）的年轻人。
34.24岁的由香里奈表示，物价和工资的下跌似乎未有穷期，是她所了解的唯一一种经济状况。
她平常在折扣店购买衣物，自己做午饭，放弃了出国旅游，想方设法地节省开支。
她说，虽然她这代人的生活依然舒适，但她和她的同辈们总是处于防守态势，为最糟糕的前景做好准备。
35.“我们是竭力生存的一代，”在一家家具店兼职的由香里奈说。
36.日本消费者营销研究所主席松田久一曾经撰写过几本谈论日本消费者的著作。