1、Unit 1When faced with both economic problems and increasing competition not only from firms in the united states but also from international firms located in other parts of the world, employee and managers now began to ask the question：what do we do now? although this is a fair question, it is diffi
2、cult to answer. Certainly, for a college student taking business courses or be beginning employee just staring a career, the question is even more difficult to answer. And yet there are still opportunities out there d=for people who are willing to work hard, continue to learn, and possess the abilit
3、y to adapt to change.当面对不仅来自美国的公司而且来自位于世界其他地方的国际公司的经济问题和日益激烈的竞争时，员工和经理现在开始要问一个问题：我们要做什么？虽然这是一个很清晰的问题，但是它是很难回答的。当然，对于一个正在谈论商务课程的大学生或者一个刚开始职业生涯的员工来说，这个问题更难回答。但目前仍然有许多机会给那些愿意努力工作，继续学习并且拥有适应变化的能力的人。Whether you want to obtain part-time employment to pay college and living expense, begin your career as a
4、full time employee, or start a business, you must bring something to the table that makes you different from the next person . Employee and our capitalistic economic systems are more demanding than ever before. Ask yourself: What can I do that will make employee want to pay me a salary? What skills
5、do I have that employers need? With these questions in mind, we begin with another basic question: Why study business?There are at least four quite compelling reasons.无论你想获得可以用来支付大学和生活开销的兼职，作为一个全职员工开始你的职业生涯，或者创业，你都应该拿出可以让你不同于其他人的东西。雇主和我们的资本主义经济体系比以往更加苛刻。问问你自己：我怎样做才能让我的雇主愿意支付我一份薪水？我拥有什么技能是雇主所需要的？在脑海里
6、带着这两个问题，我们开始另一个基本的问题：为什么学习商务。这里有四个令人完全信服的理由。For help in choosing a careerWhat do you want to do with the rest of your life? Someplace, sometime, someone probably has asked you this same question. And like many people, you may find it a difficult question to answer. B y studying business, you will be
7、 introduced to a wide array of employment opportunities. In private enterprise, these range from small, local businesses owned by one individual to large companies such as American Express and Marriott International that are owned by thousands of stockholders. There are also employment opportunities
8、 with federal, state, county, and local governments and with not-for-profit organization such as the Red Cross and Save the Children.一. 在职业选择上的帮助：你希望用你剩余的生命做什么事？某地，某时，某人也许问过你这个同样的问题。然而就像许多人，你会发现这是一个很难回答的问题。通过学习商务知识，你将被引入到一个广泛的就业机会，在私营企业中，范围是从由个人所拥有的小型、本地企业到比如美国运通公司或者万豪国际集团这些由成千上万的股东共同拥有的大型公司。在联邦，州，县
9、，以及地方政府部门与非营利组织如红十字会和救助儿童会等同样有着就业机会。One thing to remember as you think about what your ideal career might be is that a persons choice of a career ultimately is just a reflection of what he or she values and holds most important. What will give one individual personal satisfaction may not satisfy ano
10、ther. What you choose to do with your life will be based on what you feel is most important. And the you is a very important part of that decision.有一件事要记住，当你在思考你的最理想的职业是什么的时候，就是一个人对于职业的选择，最终只是反映出他或她的价值观和认为最重要的事。能够令一个人满意的可能没办法使其他人也满意。你在生活中所选择去做的将基于你觉得最重要的是什么。所以“你”是那个决定的重要组成部分。To be a successful emplo
11、yeeDeciding on the type of career you want is only the first step. To get as job in your chosen field and to be successful at it, you will have to develop a plan, or a rod map, that ensures that you have the skills and knowledge the job requires. You will be expected to have both technical skills ne
12、eded to accomplish a specific task and the ability to work well with many types of people in a culturally diverse work force. These skills, together with a working knowledge of the American business system and an appreciation for a culturally diverse workplace, can give you an inside edge when you a
13、re interviewing with a prospective employer.一. 成为一名成功的员工决定你想要的职业只是第一步。要在你所选择的领域找到工作，并在其上取得成功，你必须制定一个计划，或者一个图表，以确保你拥有工作所需的技能和知识。你将被期望同时拥有完成某项任务所需的技术技能以及在多元文化的工作中与各种类型的人共事的能力。这些技能连同对于美国商业系统的工作知识和对文化多元化工作场所的评价一起，可以在你被未来雇主面试的时候给你一个内在的优势。All the resource available at your college or university can help y
14、ou to acquire the skills and knowledge you will need for a successful career. But dont underestimate your part in making your dream a reality. It will take hard work, dedication, perseverance, and time management to achieve your goals. Communication skills are also important. Today, most employers a
15、re looking for employee who can compose a business letter and get it in mailable form. They also want employees who can talk with customers and use a e-mail to communicate with people within and outside the organization. Employers also will be interested in any work experience you may have had in co
16、operative work/school programs, during summer vacations, or in part-time jobs during the school year. These things can make a difference when it is time to apply for the job you really want.在大学里的所有可利用的资源能够帮助你获得你将来为了实现一个成功的职业生涯所需要的技能和知识。但是不可以低估让梦想变成现实这一过程中你自身的那一部分。要实现自己的目标，就要努力工作、奉献、毅力和时间管理。与人沟通的技能同样
17、是重要的。今天，许多雇主正在寻找能够撰写商务信函，并使它成为可以邮寄的形式的员工。他们同样希望自己的雇员能够与顾客交流并且能够使用电子邮件与组织内外的人进行沟通。雇主们同样会感兴趣于你可能在暑假期间或者学期兼职中在其他工作或者学校等合作社里有过的工作经验。当你在申请一份你真正想要的工作时，这些东西会让情况变得不一样。To start your own businessSome people prefer to work for themselves, and they open their own businesses. To be successful, business owners mu
18、st posses many of the same skills that successful employees have. And they must be willing to work hard and put in long hours.三开始你自己的事业有的人更喜欢为他们自己工作，所以他们开创了自己的事业。为了实现成功，企业主必须拥有成功员工所拥有的许多相同的技能。他们还必须自愿地努力工作并且长时间地投入。It also helps if your small business can provide a product or service that customers wa
19、nt. For example, Mark Cuban started a small Internet company called B that provided hundreds of live and on-demand audio and video programs ranging from rap music to sporting events to business events over the Internet. And because Cubans company met the needs of his customers, B was very successful
20、. When Cuban sold B to Yahoo! Inc., he became a billionaire.如果你的小企业可以为顾客提供他们想要的一种产品或服务，那将会产生很大用处。例如，马克古巴开创了一个名为 B 的小型网络公司，在网络上提供数以百计的直播和点播的音视频节目，范围从说唱音乐到体育赛事到商务活动。由于古巴的公司满足了客户的需求，所以 B 是非常成功的。当古巴把 卖给雅虎时，他成为了一个亿万富翁。Unfortunately, many small-business firms fail; 70% of them fail within the first five
21、years. Typical reasons for business include undercapitalization (not enough money), business location, poor customer service, unqualified or untrained employees, fraud, lack of a paper business plan, and failure to seek outside professional help.不幸的是，许多小型企业都失败了；他们之中 70%在五年之内就失败了。企业失败的典型原因包括资金不足，落后的业
22、务定位，客户服务差，不合格或未经训练的员工，欺诈，缺乏一个适当的经营规划，不寻求外部专业帮助等。Unit 2Ask the average person on the street what marketing is and theyll tell you its about “selling stuff, Thats fundamentally true, but marketing is not simply the act of sales, but how that sale is made. We are all surrounded by marketing 24/7 and ea
23、ch of us is already a marketer in our own way.在街上问普通人什么是营销的话，他们会告诉你那就是关于“卖东西”。这在根本上是正确的，但市场营销并非简单的销售行为，而是如何销售。我们被全天候不间断营销所包围，并且我们每个人都已经以我们自己的方式成为一个市场营销人员。How do the professionals define marketing? According to the American Marketing Association, “Marketing is an organizational function and a set of
24、processes for creating, communicating and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders.” 专业人员是如何定义营销的？据美国市场营销协会所说， “市场营销是一种组织功能，一套为客户创造、交流和传递价值的流程，并且以有利于组织和其股东的方式管理着客户关系”The World Marketing Association defines market
25、ing as “the core business philosophy that direct the processes of identifying and fulfilling the needs of individuals and organizations through exchange which create superior value for all parties. ”世界市场营销协会把市场营销定义为：“是一个运用核心经营理念指导识别过程，满足于个人的需求，并通过交流，为各方创造卓越价值的组织”And finally, the U.K.s Chartered Inst
26、itute of Marketing says that “marketing is the management process of identifying, anticipating and satisfying consumer requirements profitably.”最后，英国特许营销学会说， “营销是对管理过程的识别，预测，和满足消费者的需求从而使企业获利。 ”If we just look at the commonalities of these three definitions, we can see that, in essence, marketing is
27、a discovering and giving consumers what they want and need, and doing this at a profit.如果我们只是寻找以上三个定义的共性，我们可以看到，在本质上，营销是：a.发现并给予消费者所希望并需要的东西；b. 以此来谋取利益。The 4 or 5 Ps of marketingProfessor Jerome McCarthy of Michigan State University wrote a book in the 1950s and defined the 4 Ps of marketing: produc
28、t, place, price and promotion. This book provided a clear structure to the oldest profession on the planet and became the very definition of marketing.营销 4P 或 5P 理论密歇根州立大学的麦卡锡杰罗姆教授在上世纪 50 年代写了一本书定义了营销 4P 理论：包括产品、渠道、价格和促销。这本书为地球上最古老的职业提供了一个清晰的体系，因此成为了营销的非常定义。In order to better understand marketing, d
29、evelop your own definition of the term. For example, I think of marketing as the manipulation of product, price, distribution, promotion and people to satisfy consumers at a profit. Manipulation is a charged word, especially when we talk about manipulating people. However, manipulation is important
30、because as a marketer , I control each of the tools of marketing and manipulate them to maximize impact on the market.为了更好地理解营销，并发展成为你自己的定义。比如，我认为市场营销是通过对产品，价格，分销，促销和人的操纵来满足消费者从而获取利益。操纵是一个敏感的词，尤其是当我们在谈论对人的操纵的时候。然而，操纵是有必要的，因为作为一个营销人员，我控制着每一种营销工具并操纵他们最大限度地影响市场。As a marketing manager, I manipulate what
31、 a product look like, smells like, and feels like. I manipulate how much should be charged for my product . I manipulate tools in my promotion tool kit in hopes of enticing consumers to buy my product. There are the 4 Ps of marketing as highlighted by McCarthy. To these we have added a fifth P: peop
32、le.作为一个营销经理，我巧妙地控制着一个产品看起来像什么，闻起来像什么以及感觉起来像什么。我操纵着我们的产品应该收取多少钱。我在我的升级版工具套件中操纵工具，希望能吸引消费者购买我的产品。这就是麦卡锡高度强调的营销中的 4 个问题。在这基础上，我们加上第五个 P：人。PeopleMarketers have debated for years whether “people” should be included as the fifth P of marketing. But without people , there is no point to marketing, which is
33、 why I include it here.People营销人员们对于“人”是否应该作为第五个 P 包括在营销内这个问题的讨论已经持续多年了。但是如果不包括人，那营销就变得有点不着边际了，所以这是我在这里把它函括进来的原因。Practiced well, marketing revolves around the wants, needs and desires of people. Sometimes the needs are physical, such as nutritious food and clean water. Sometimes the needs are psycho
34、logical such as a need to impress. Sometimes the need is sociological, such as the need fit into a culture, or the need to stand out. There are an infinite number of reasons for people to do what they do, want what they want and act as they do. Therefore, effective marketing should begin with an ins
35、ightful understanding of the consumer.实践证明，营销围绕着人们的理想的、需要的、和欲望。有时，这些需求是物质上的，比如有营养的食物和干净的水。有时，那些需求是心理上的，比如需要给人留下深刻印象。有时，那些需求是社会学上的，比如需要去适应一种文化或者一种脱颖而出的需求。有无限多的理由可以让人们去做他们所做的，去幻想他们所要的以及所做的，正如他们经常做的那样。因此，有影响力的营销应该首先对消费者进行深刻的了解。However, few marketers actually begin with consumers. Why? Because most mark
36、eting starts with the invention of some new product that there may or may not be a market for. “Weve invented a better product, now go find someone to buy it” is all too often the sequence of events. Quite simply, this is why 80% plus of all new products in the U.S. fail in their first year.然而，很少有营销
37、人员真正地从消费者入手。为什么？因为许多营销一开始伴随着的是新发明出来但不一定能成为市场所需的新产品。 “我们发明了一种更好的产品，现在去找一些人来购买它”这是经常发生的事件序列了。非常简单，这就是为什么在美国，80%以上的新产品在他们的第一年里就失败了。No matter what we are selling, there will be some people that are more likely than others to want to buy it. For example, as a non-smoker, it would be a waste of time and m
38、oney to try to get me to buy your brand of cigarettes. However, if were a confirmed smoker, I might be interested in trying a new brand Id never tried. Discovering your ideal target market and learning all you can about why they do will help you determine the best way to present your product to maxi
39、mize interest.无论我们在卖什么，总会有一些人比起另外的人更想要购买它。例如，作为一个不抽烟的人，想要尝试让我购买你的名牌香烟那就是在浪费时间和金钱。然而，如果我是一个老烟民，我可能会比较有兴趣去尝试以前从没试过的牌子。发现你理想中的目标市场并且尽你所能地去了解他们为什么做了什么，这样可以帮助你下定决心以一种最好的方式来介绍你的产品以获得最大限度的利益。ProductYour product is anything that can be offered for ale or use to another individual. It includes the quality of
40、 the product, the materials chosen, the colour / size/scent/taste, every physical aspect of the product. It also includes the packaging of the product(For example, is the product protected or available for the world to see? ), the design and manufacturing of the product and any research and developm
41、ent underway to discover better ways to make the product. The product P covers everything that goes into the development of the tangible or intangible object.Product你的产品是指任何能够被提供给其他的个体出售或者使用的东西。它包括产品的质量，所选择的材料，颜色、型号、味道、滋味等所有产品所具有的物理方面的性质。它同时也包括产品的包装，产品的设计和制造以及任何为了发现制造产品的更好途径而正在进行的研究和开发。这个产品所代表的 P 覆盖
42、了所有进入有形或无形发展的对象。PricePrice not only pays for your cost of goods and profit, is does much more. Price communicate quite a bit about the product and sets quality expectations. Ii also segments the audience into those who can afford it and those who can only wish they could. And finally, it even conveys how you should consume the product.Price价格不仅是为你的商品支付费用和收益，它起到更多的作用。价格沟通相
