1、Unit1 Understanding Cultural Differences1. For those who want to build stronger and longer lasting business relationships with people f difference cultural background, a good knowledge of international business etiquette is crucial.对于那些想体验英国生活和文化的人来说，这本酒吧礼仪指南 （A Guide to Pub Etiquette）非常有用。For those
2、 who want to experience British life and culture, the book A Guide to Pub Etiquette is very useful。对于那些想在海外开拓（open up）市场的商人来说，了解当地的文化很有必要。For those who want to open up new markets overseas, an understanding of local culture is necessary. 2. In the Middle East you can hold an Arab mans hands as a ges
3、ture of friendship.我们为新同事举办了一个聚会，以示友善。We hold a party for our new colleagues as a gesture of friendship. 他送她一束花以示同情。He sent her a bunch of flowers as a gesture of sympathy. 3. Without an appreciation of international business etiquette, these things would never be known.没有有效的沟通，这件事情很难办成。Without effe
4、ctive communication, its hard to get this done.没有共同的文化背景，人们很容易产生误解。Without shared culture, its very easy for people to misunderstand each other. 4. Some people would believe their way of behavior is fine, but hen transferred into an international context it no longer applies.在一个国家是良好的礼仪，在另一个国家也许就不适用
5、了。Good manners in one country may not apply in another. 这项规则不是所有情况都适用。This rule cannot be applied to all cases. 5. Touch someone on the head in Thailand or Indonesia and you would have aused great insul.如果你现在放弃，这桩生意就会泡汤。Give up now and youll lose the deal. 给中国人送钟，你就犯了大忌。Give a clock to a Chinese as
6、a gift and youll make a serious mistake. Unit 2 Conducting a Survey1. Conducting a survey is often a useful way of finding something out, especially when “human factors” are under investigation.做运动是保持健康的常用方法，尤其是面对很多工作压力的时候。Doing sports is useful way of keeping healthy, especially when we face with g
7、reat pressure in our work.设计问卷是做调查有用的方法，尤其是大型（large-scale）调查。Designing a questionnaire is a useful way of conducting a survey especially when the survey is on a large-scale.2.This passage is intenedd primarily for those who are new to survey.这本书主要是为初学驾驶的人而写的。The book is intended primarily for thoe w
8、ho are learning to drive.这条通道是残疾人士专用的。This passage is intended primarily for the disabled.3.The more complex the questionnaire the fewer responses there will be.竞争越厉害，产品的质量就会越好。The fiercer the competition ,the better the product quality.你练习得越多，理解得就越透。The more you practise, the better you can underst
9、and4.People are more likely to think this if the questionnaire is poorly presented or not grammatically correct.如果你的服务得不到改善，你就容易失去老顾客。You are more likely to lose the old customers is your services are not improved.如果不采取有效措施，价格上涨比下跌的可能性大。Prices are much more likely to go up than to come down if effec
10、tive measures are not taken.5.When presenting our results,be careful to distinguish between the factual or numerical results and your interpretations of the results.利用网络搜集资料的时候，注意区分新资料与过时资料。When collecting infornation from the internet, be careful to distinguish between the update and outdate infort
11、ation.面试时，注意穿着得体。When haring an interview, be careful to dress yourself properly.6.Ensure that you can phrase these objectives as questions or measurements.夜间请务必将所有的灯关掉Please ensure that all the lights are switched off at night.确保严格遵守该时间表。Ensure that this timetable is strictly kept to.Unit 3 Making
12、a Presentation1.Even if youve been asked to share information, rarely is the mere transfer of information a satisfactory objective form the point of view of the audience.即便顾客目前没有投诉，仅凭漂亮的外包装不是有效的营销策略。Even if there is no customer complaint at present, rarely is the mere beautiful packaging an effectiv
13、e maketing strategy.就算你很聪明，在这个高度竞争的社会里仅靠聪明是不够的。Even if you are clever, rarely is the mere cleverness enough in this highly competitive society.2.If your presentation is not based on solid content,you can no succeed.如果你的指控（accusation）不是以事实为依据，你就不可能打赢这场官司（lawsuit） 。If your accusation is not based on f
14、acts you can not win the lawsuit.如果你的分析不是以真实数据为依据，你就不会有令人信服的结论。If the analysis is no based on the statistics, you can not make a convincing conclusion.3.At the very least, you need to answer the basic “W” questions.当你作报告时，至少你要了解听众。When you give a presentation, at the very least, you need to know you
15、r audience.作为一名公司的新员工，你至少应该熟悉公司的主要业务。As a new employee at the least, you should learn about the business of your company.4.You need to ask yourself many basic questions with an eye to becoming the best possible presenter.他的父亲买下那所乡间小屋以备退休后住在那里。His father bought the cottage with an eye to retiring the
16、re.为了获得更多的实际工作经验 他还在一家工厂找了份兼职。He found a part-time job in a factory, with an eye to getting more practical experience.5.In your opnion, what are the most important parts of your topic for the audience to take away form you?根据你的看法，什么才是解决问题的最好办法？In your opinion, what is the best solution to the proble
17、m?依你的看法，什么是一个领导最好的品质？In your opinion, what are the best qualities of a ood leader?6.Surveys continually show that people fear public speaking more than death.调查显示大多数女人害怕发胖比什么都厉害。Surveys show that most women fear becoming fat more than anything eles.调查表明老人害怕孤独比害怕死还厉害。Sureys show thaty old people fear
18、 loneliness more than death.Unit 4 Establishing Business Relations1.By comprehensive searching, we mean you can try searching for new customers and partners.网络营销是指通过使用万维网进行销售和促销。By internet making, we mean you can use the World Wide Web for sales and promotion.顾客满意度调查指的是对顾客他们所买物品的满意情况进行调查。By custome
19、r satisfaction surveys, we mean studies to find out if buyers are satisfied with what they have bought.2.You can try reaching them by e-mails, paying a visit, posting business cards or company leaflets你可以尝试用一种不同的方法来完成这项任务。You can try using a different method to finish this task.我们可以尝试通过减员来削减生产成本。We
20、can try cutting down our cost of production by reducing our staff.3.You can distribute advertisements to your target customers and attract them to your site of product promotion in a target region, where you can introduce and illustrate your products.你可以策划一个产品发布（release）会，人们可以得到更详细的产品信息。You can plan
21、 a product releast conference, where people can get more detailed imformation about the product.你可以参加各种交易会，在那里你可能遇到潜在的合作伙伴。You can take part in various trade fairs, where you may meet some potential partners.4.Another effective approach to findingnew customers and business partners is to take good d
22、vantage of trade fair opportunities.另一种有效的营销方式是创建一个产品的品牌形象。Another effective approach to maketing is to create a brand image of your product.另一种有效的保住你现有顾客的方法是使他们高兴。Another effective approach to retaining your existing customers is to make them happy.5.On the other hand, you can distribute informatio
23、n of your products and services so that those who are interested can know about you and contact you.另一方面，当消费者本可以轻易避免损害的时候，他们应该为自己的行为负责。On the other hand , customers shoud bear responsibility for their actions when they could have easily prevented the damage.另一方面，你必须确保产品质量，这样顾客会对你的产品满意并进一步购买你的产品。On t
24、he other hand, you must guarantee your product quality so that your customers will be satisfied with your products and buy more.6.By doing so, you can keep long lasting business relationships.通过打广告，你可以吸引更多的人购买你的产品。By advertising, you can attract more peopleto buy your products.通过了解顾客需求，你可以改进你的产品和服务。
25、By understanding customersneeds, you can improve your product and services.Unit 5 Promoting Products and Services1.When selling a product/service, you have to clearly explain your products/services, identify their features and benefits, and diacuss what needs or problems they address in the market.当
26、开发新产品时，营销人员要鉴别消费者的需要。When developing new products, marketers have to identify customers needs.当进行市场调查时，你要收集和分析有关消费者品味和爱好的信息。When doing a market research, you have to collect information about customers tastes.2.Consider including pictures if they would help your reader get a better understanding of
27、your product.如果你想节省钱就考虑买这件吧。Consider buying this one if you want to save money.如果有损你的眼睛就考虑放弃它吧。Consider giving it up if it would do harm to your eyes.3. Remember to offer enough information to satisfy an outsiders need to understand your service without boring them with trivial details.买这辆车头装配有伞的自行车
28、，你外出时就能避免暴晒于太阳光下。Buy this bike with an umbrella on it to satisfy your need to go out without being exposed to the sun.买一个带有 MP3 功能的手机，你就不用每天都带着收音机来听音乐了。Buy a mobile phone with the function of the MP3 to satisfy your need to enjoy music without carrying such a big radio every day.4.No matter whether
29、you are selling a product or offering a service, one important thing that you must keepin mind is to emphasize your USP-Unique Selling Proposition.无论你处于何种困境，你必须记住的一个重要的事情便是保持自信。No matter what terrible situation you are in, one important thing you must keep in mind is to keep your confidence.无论你找什么工作
30、，你必须记住的一个重要的事情便是保持或提高你的形象。No matter what kind of job you are looking for, one importan thing you must keep in mind is to maintain or improve your own image.5. Without a USP, your product or service will appear drab and there will be no compelling reason for people to buy it.没有多种颜色和形状可供选择，该产品缺乏竞争力。Wi
31、thout optional colors and shapes, the produc will lack competitiveness.折扣不多，你公司的服务就显得很贵了。Without a substantial discount, your service will appear expensive.Unit 6 Attending Fairs and Exhibitions1. When you are deciding what trade show to attend, the key is to be clear about your goals.在做职业规划时，关键要明确自
32、己能干什么。When making a career plan, the key is to be clear about with you can do.在求职时，关键要明确自己的兴趣是什么。When looking for a job, the key is to be clear about your interests.2. If you are looking for a specific product, you should choose a trade show with as many vendors as possible for the product you are s
33、hopping for.如果要找份好工作，应该尽可能多地收集相关信息。If you want to find a good job, you should collect as much relevant imformation as possible.如果你是个商人，就应该尽可能多地结交一些生意伙伴。If you are a businessman, you should find as many partners as possble.3. As you see, your product doesnt necessarily have to fit the theme of the tr
34、ade show.设备和技术的升级不一定解决这个问题。Equipment and technology upgrades do not necessarily solve the problem.压力本身不一定是有害的。Stress in itself is not necessarily harmful.4.As the old saying goes, its not “what” you know but “who” you know that matters.俗话说得好，重要的不是输赢而是参与。As the old saying goes, its not the winning or
35、 losing but participating the matters.古人云，诚实为上策。As the old saying goes, honesty is the best policy.5. As you see, your product doesnt necessarily have to fit the theme of the trade show.众所周知，他是电脑软件方面的专家。As everybody know, he is an expert in computer software.俗话说：“你没有打造第一印象的第二次机会。 ”As the proverb say, “you dont get a second chance to make a first impression”.6. These three approaches, when used well, will help ensure that you trade-show dollars reap incredible dividends.我希望这有助于保证产品质量满足我们的要求。
