活动信息。但是这拖拽发送的技术受到了许多网民的蔑视，网络文化非常重视这样一种理念，那就是出现在屏幕上的信息应该是特别要求的结果。一旦促销活动成为充斥屏幕的不速之客，网络与电视的界限就被抹杀了。这样的前景使许多主张纯网络的人震惊。 但公司在网络上通过强行发送去挣钱并非必然趋势。Virtual Vineyards, 亚马逊和其他一些开拓者的事例显示，如果一个网站出售合适的商品，适当交流，热情周到，服务安全可靠，它就会赢得网上的顾客。经营计算机业务的成本继续下降，这对于任何有意建立网上商店的公司都是一个好兆头。当人们回顾过去的5到10年，他们会惊奇地问为什么如此少的公司尝试网络商务。
Chapter 11. Export Documentation
Multiple Choice
c, b, a, b, c
Self-Review
L/C , favor, terms, amend, present, accordance, accuracy, clarity, terms, account, effected, collection, draft, draw, shipping, accepted
Word Study
fitness, clientele, astounding, industry, founder, chain, imploded, Undaunted, diet, initiatives, proposition
Translation Practice
Contracts for export in our country are mostly signed under CIF term on Letter of Credit. A lot of work is involved in carrying out this kind of contracts. The whole export process generally includes about eight procedures, among which cargo readiness, Letter of Credit, booking space or ship and document and payment are the most important ones.
As soon as the contract is signed, the exporter should start to ensure the readiness of the export goods. He must get the goods ready for shipment before the stipulated delivery time. The quantity, quality, packaging and marking of the goods, and the delivery date must strictly follow the stipulations in the sales contract.
If the payment is to be made by L/C, the exporter should ask the importer to open the L/C in time, e.g. 30 days or more before the date of shipment, depending on the nature of individual contracts. With large orders or orders produced according to the special requirement of the importer, the exporter may wait until the L/C is opened to arrange the cargo readiness.
After receiving the L/C, the exporter must check the L/C against the sales contract. Special attention should be paid to the total sum, description of the goods, validity, required documents etc. Only when all the terms in the L/C are consistent with the terms of the sales contract can the exporter proceed to ship the goods. If anything in the L/C is not agreeing with the contract, the exporter should ask the importer to amend the L/C immediately, in order to guarantee the collection and avoid dispute.
Transport in international trade will be either by sea, or air, or combinations of road/rail, or perhaps post. Transport by sea is by far the chiefly used method in international trade in our
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country. Shipment should be made according to the contract terms. Usually, the exporter shall fill in the Shipping Note to book the shipping space or ship. After receiving the Shipping Order from the carrier, the exporter may start to ensure the loading of the goods. The exporter should supervise the loading process, and get the Bill of Lading from the carrier.
Upon completion of the shipment, the exporter should send the importer the necessary delivery documents to enable the latter to arrange insurance, payment and receipt of the goods. Failing to provide these documents in time would result in the exporter’s obligations for compensating for the losses of the importer. If the importer is responsible for the insurance, the exporter should in due time send the importer all the necessary information the latter needs to arrange the coverage.
After shipment is made, if L/C is used, the exporter should present to the negotiating bank the documents within the time specified by the L/C. Generally, the following documents should be presented to the bank：Invoice, Bill of lading, Insurance Policy, Certificate of Origin, Inspection Certificate, Packing List and so on. If documentary collection is used, the documents should be sent through banks to the importer for payment.
It should be noted that the procedures for implementing a contract might be different according to the use of different payment terms or trade terms. Therefore, the above mentioned procedures may not be all used in a specific single transaction.
Reading Comprehension D, B, E, A, C (参考译文)
每个国家必须要进口它自己不生产的货物和商品，并且每个国家必须赚取外汇来支付这些进口商品。每个国家就是通过出口它的商品和多余原料来这样做的。因此，进出口贸易是一个事物的两个方面，而这两个方面都能对国产商品产生有利影响，出口给予一个制造厂商的产品以市场，因此就能帮助减低单位成本。在每种情况下，其效果就是国内市场的价格能得到控制。
但是存在着促使政府限制对外贸易的因素。为了保护本国工业或者因为可利用的外汇必须用来购买更需要的货物的缘故，进口可能受到控制或者受到关税的限制。而出口也可能受到限制，以保护发展中的本国工业所需要的一种特殊的原料。
这些因素意味着进出口受到许多手续的限制，例如海关报关手续，外汇管制核准。不过本国的零售和批发贸易是不受这些手续的限制的。这些因素同时也意味着对外贸易必须具有专门知识和受过高度训练的工作人员。
在进出口交易中双方都面临着风险，客户也有可能不付清全部货款。这可能有如下的原因：进口商破产了， 或者一场战争爆发了，或者进口商所在国的政府有可能决定禁止与出口商所在国的贸易，或者他们禁止某些商品的进口。另一种可能性就是进口商无法搞到支付货款的外汇。甚至还有一种可能就是进口商不可信赖，根本拒付所商定的货款。
对于进口商来讲，存在着出口商拖欠货物，付清货款后很久还收不到货物的风险。这可能由于港口拥挤，或者工人罢工，也可能因为出口商拖延执行订单，还有进口国的海关放行方面有困难也可能造成生意的损失。同时还有一种可能的风险就是送错货物。 研究出不同的支付方法就是为了防止种种这样的可能性。
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Chapter 12. Marketing
Multiple choice
b, d, c, a, d
Self-Review
Fill in blanks with the words from the text.
Marketing, concept, target, Relationship marketing, cultural, social, individual, psychological, market segmentation, geographic, demographic, psychographic
Word Study
volatile, persistent, demographics, financially, disposable, cohort, susceptible, discount, cater, licensing, segmenting, dotting
Translation Practice
(参考译文)
在网络商务的初级阶段，商务活动主要围绕消费者市场的开发。现在，网络已经不再是一种时尚，因此公司之间开始相互做起了商品买卖。这种公司对公司的销售是有意义的，因为商业人士了解他们所需要的产品。但是许多公司仍然不愿使用网络，因为他们怀疑网络的可靠性。一些公司为避免风险只与长期合作的商业伙伴进行网上交易，就是这些商业伙伴才被允许进入公司的内部网络。
互联网商务模式的另一个转变与有关营销的网络技术有关。从前，互联网的营销活动主要集中在吸引顾客进入网站的一些策略上。然而从去年开始，软件公司开发出了一些工具软件，它们能将信息“拖拽”送往消费者，将营销信息直接送到目标消费者手中。最令人注意的是，Pointcast 网络使用屏幕保护程序将不断更新的新闻和广告送往注册用户的显示器。用户可接收它们想得到的信息，然后直接进入公司的互联网站。但是这拖拽发送的技术受到了许多网民的蔑视，网络文化非常重视这样一种理念，那就是出现在屏幕上的信息应该是特别要求的结果。一旦促销活动成为充斥屏幕的不速之客，网络与电视的界限就被抹杀了。这样的前景使许多主张纯网络的人震惊。
但公司在网络上通过强行发送去挣钱并非必然趋势。亚马逊和其他一些开拓者的事例显示，如果一个网站出售合适的商品，适当交流，热情周到，服务安全可靠，它就会赢得网
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上的顾客。经营计算机业务的成本继续下降，这对于任何有意建立网上商店的公司都是一个好兆头。当人们回顾过去的5到10年，他们会惊奇地问为什么如此少的公司尝试网络商务。 Reading Comprehension d, a, d, c
花在广告上的钱和我所知花在任何别的方面的钱一样是值得的，它是直接有利于商品以合理的价格快速地销售，从而建立起稳固的国内市场，并使得以有竞争力的价格提供出口成为可能。通过向公众推出新思想，它极大地促进生活水准的提高。通过帮助增加商品需求，它确保对劳动力的更大需求，因此成为对付失业的一项有效措施。它降低了许多服务费用：没有广告，日报的价格将是现在的四倍，电视许可证价格会翻一番，乘汽车或地铁出行也将贵出20%。
也许最重要的是，广告对你所购买的产品和服务的合理价值提供了一种保障。除了有27个国会法案来监控广告内容外，常做广告者也不敢促销与其广告上的许诺不相符的产品。他也许会通过误导人的广告暂时愚弄一些人。但他这样做长不了，因为所幸的是，公众很明智，不会再次购买劣质商品。如果你看见一种商品不断地打广告，我认为这就是最可靠的证明，商品一定与其宣传名符其实，一定体现良好的价值。
广告对社会的物质利益所作的贡献比我能想到的任何其他力量都要大。
有一点我觉得应该在此提及。最近我听到过一位电视知名人士宣称，他反对广告，因为广告不重信息而重煽情。他在此画了一条过于清晰的界限。当然广告总是试图以情相劝。 如果广告内容仅局限于信息—— 这一点本身也难以做到，如果不是不可能的话，因为即使选择一件衬衫颜色这样的细节也多少隐含劝说之意 —— 广告将变得味同嚼蜡，无人理会了。但也许就这是那位电视名人所希望的结果。
Chapter 13. Fundamentals of Management
Multiple Choice d ,c, d, c, c,
Word Study 1. Our large public organizations have not come to grips with their most serious policy
problems.
Our large public organizations have not tackled /dealt with/ taken action on their most serious policy problems.
2. Managers are strongly oriented to action. Managers are strongly action oriented / inclined towards action 3. Ninety-three percent of the verbal contracts of the chief executives were arranged on an ad hoc basis. Ninety-three percent of the verbal contracts of the chief executives were arranged without previous planning/ in an off the cuff manner 4. Only 1% of the executives’ time was spent in open-ended observational tours. Only 1% of the executives’ time was spent in observational tours with no agenda/ without a fixed agenda. 5. The managers seemed to be conditioned by their own workloads.
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The managers seemed to be dominated/controlled by their own volume of work/ amount of work/ the work they have to do 6. Managerial work involves processing soft information. Managerial work involves considering things that are not definite/ dealing with vague information/ dealing with unclear situations 7. The first piece of hard mail was a standard cost report. Not much of the mail contained live information.
The first piece of really informative/concrete mail was a standard cost report. Not much of the mail contained up-to-date / new information. 8. Managers seem to cherish soft information. Managers seem to cherish vague information. 9. It would take so long to dump memory that the manager prefers to do the task himself. It would take so long to get rid of old ways/ habits that the manager prefers to do the task himself.
10. The manager emerges as the nerve center of his organizational unit.
The manager emerges as the control center / decision maker of his organizational unit. 11. Thro???＠???＠???????＠????Ｌ＠???＠???????＠????????＠?＠????????＠????????＠??＠???????????Ｎ－ｔ??????＠???＠?????????????＠????Ｌ＠???＠???????＠????????＠?＠????????＠???????＠?????????Ｎ－ａ?＠???????Ｌ＠???＠???????＠???????????＠?????＠???＠???????????＠???＠???????????Ｎ－ａ?＠???????Ｌ＠???＠???????＠???????????＠?????＠??????Ｏ＠＠??????＠???＠???????????Ｎ－ｉ??????????＠??＠???＠??＠???＠??＠??????［＠??＠??＠???＠?????＠?????＠??
＠????????Ｍ??????Ｎ－ｉ??????????＠??＠???＠????Ｍ??????????［＠??＠??＠???＠???＠????????＠???＠????????Ｍ??????Ｎ－ａ?＠???????＠?????????Ｌ＠???＠???????＠????＠???＠????????＠??Ｍ??????＠???＠????????＠???＠????Ｎ－ａ?＠???????＠?????????Ｌ＠???＠???????＠??????????＠Ｏ＠??????＠??＠Ｏ＠??????＠Ｏ＠???＠????????＠???＠?????????＠Ｏ＠??????＠???＠Ｏ＠????????＠Ｏ＠????＠???＠??＠???＠????Ｎ－ａ＠???????＠??????????＠???????＠????＠???＠????????????＠???＠????＠???＠??????＠??＠????＠????????????Ｎ－ａ＠???????＠????????＠??＠?????＠????＠?????????＠Ｏ＠?????????＠????????????＠???＠????＠???＠－?????Ｍ??＠??＠????＠????????????Ｎ－－ｔ??????????＠ｐ??
?????－??Ｏ?＆??Ｊ?Ｌｌ?＂??Ｚ??）ｈＰｍ（ｏ
＃，??％ｚ?????！?＇！Ｃ??ｃｐ，?ｚＰ???，Ｑ??）Ｊ?／?Ｚ??．???????，????ｖ??ａ?：＂???ＪＺ?????￣?１?ＹＨＺ??！：??＇｜?ＡＮ，?ｈ?Ｏ）ｈ??＂－?Ｊ／?！：?Ｌ?）?Ｊ?ｕ??ｃ??，＠?）?Ｊ?＆，＠ｆｇ??！：?Ａ?ｕ?????ｐ?，?Ｊ?＆Ｑ?￣）ｈＰ?＆｀）?＋～，????＋??＆＂??ｐ?：Ｘ?ｚ?＆??Ｖ??＂???Ｖ??Ｏ￠！：，＂?，?Ｌ???Ｏ?ｂｕｍ，?????＂￠?，?Ｊ???＆??）ＪＰ?Ｊ＋??＆，，?Ｊ?ｂ?＆?ｘ?Ｌ??ａ?ＪＰ）ａＪ￣｜?ｘ＂－?＆ｂＡ??：，＠ｌ＿?Ｏ?Ｑ???，，?，：??ａ！?２??＆：????，＠￠?！：Ｑ?］??Ｐ?１ｂＡ＂－ｇ??＋～?ｘ?ｌ＂ｓ??ｍ??，??）．???＇，＆￢．?！：??＇?＿ｖ，ｌ＿ＹＨ?￣?１，???！＊????＂－?Ｊ！：???：Ｘ??ｍＰ?＠?￣！：?＄Ｊｌ???，??ｌ????：￣＋?Ｏ！？?！?Ｎ！?＆?Ｂ?＂??ｌ???Ｏ?－，???！：，＂?＂???Ｊ！：＆＃Ｈ?Ｊ???Ｐ??，）｀＄?Ｐ＆ｍ?２＆??＆Ｏ?）ｈ?＂￠Ｚ?Ｗ???２＆??！??ＹＨ，?
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