《新编实用英语3》
教案
中职数学基础模块教案 下载北师大版¥1.2次方程的根与系数的关系的教案关于坚持的教案初中数学教案下载电子教案下载
20053《新编实用英语3》 Unit 1 Launching a New Product
Period 1 : Section?Talking Face to Face
时间：90分钟。
目的：让学生学会如何介绍产品。
难点：如何通过所给的广告资料信息介绍产品。
重点：掌握在介绍商品时的一些重要句型以及介绍产品时的过程。 方法：先引导学生看懂Introduction中的两则商品广告。而后围绕广告进行口语
训练。
Allocation of time:
1. Introduction: introduce the main purpose of this unit.
通过解释“launch”入手导入本单元的重点Product Introduction。From
the title we’ll know in this unit we will know how to introduce a new
product to the others.
2. Sample 1.
a. Read: giving 1 minute to the students to read sample 1.
b. Explanation.
c. Analysis: What kinds of information can we get from this ad? 通过分
析让学生了解在书写广告的时候要给出哪些信息。（在Sample1中
给出了产品产地、适用的年龄、外观以及促销的信息。）为Section
?做铺垫。
d. Listening: Follow the Samples (1.Presenting a New Toy Car.) 听完之
后，找出Miss Li 是怎么样把Sample1广告当中的信息用语言传达
给Mr. Wang. 具体过程是：对到会者表示欢迎----自我介绍----表示
愿意向对方介绍新的产品-----具体介绍（通过回答问
题
快递公司问题件快递公司问题件货款处理关于圆的周长面积重点题型关于解方程组的题及答案关于南海问题
的形式）
e. Talking: 了解了如何介绍产品的过程之后，让学生练习Act out(1)。
f. Using: Put in Use(2)
3. Sample 2.
a. Read: giving 2 minute to the students to read sample 2.
b. Explanation. 一些有用词汇的记忆。
c. Analysis: What kinds of information can we get from this ad? 通过分
析让学生了解在书写广告的时候要给出哪些信息。比较与Sample
1 中不同的地方。（在Sample2中除了Sample1中给出的信息之外，
还补充了一些关于售后服务的信息。）
d. Listening: Follow the Samples (2.Presenting a DVD Player.) 对话当
中加入了关于询问价格方面的用语。
e. Talking: Act out(4)。要求是介绍产品的完整过程。
f. Using: Put in Use(3)
Homework assignment:1. Act out (2,3)
2. Put in Use 1.
1
Period 2 : Section?Being All Ears & Section? Trying your hand
时间：90分钟。
目的：让学生学会如何写广告。
难点：如何写一则内容详细的广告。
重点：掌握在介绍商品时的一些表达方式。
方法：先做Section ?听力练习。然后再学习如何书写广告。 Allocation of time:
1. Section?Being All Ears:播放磁带，让学生做书上的练习。进一步了解介
绍产品时一些相关语句的运用。
2. Section? Trying your hand：
Sample 1
a. Reading: Read and Simulate
b. Explanation. （结合Simulate and Create中涉及到的短语）
我们公司是一家专门生产CD的小型公司。
Our company is a small company specializing in manufacturing CDs.
为了满足顾客对太阳眼镜日益增长的需求，专家开始了一个新的研究项目。
In order to meet users increasing demand for the sun-glasses, the experts began a
new research project.
新的产品就呈现在眼前。
The new product is right before your eyes.
新的产品将在下月底投放市场。
The new product will be put into the market late next month.
c. Exercising: P16,2
d. Analysis: 总结出写一份广告要包括manufacturer, (time for market
availability), features, services offered including warranty, money back
guarantee, (free training) (cost for on-site maintenance)
Sample 2
a. Reading:
b. Explanation:
c. Exercising: P17,3
3. General Writing: 概括一下英语当中关于尺寸和形状的表达。
Homework assignment：1. P18, 4
2. P19, 7
2
Period 3 : Section? Maintaining a Shape Eye 时间：90分钟。
目的：
难点：
重点：
方法：
Allocation of time:
Passage 1
1.This spring, I attended an international ceramic arts conference, visited some exhibitions, and continued a post-conference study tour in China.
今年春天，我在中国参加了一个国际制陶艺术研讨会，参观了一些展览会，之后、便在中国作了一次游学考察。
2.This four-week trip was an opportunity to meet Chinese artists and students as well as to visit museums, archeological sites, art schools, and centers of ceramic
production.
a).Opportunity: eg. 明年我们还有一次机会参观这个展览会
I'll have another opportunity to visit the exhibition next year.
b).to meet Chinese artists and students和to visit museums, archeological sites, art
schools, and centers of ceramic production. 两个不定式短语做定语修饰opportunity
eg. 公司会议使得我们有机会与其他的部门讨论生意方面的问题。
The company conference offers us an opportunity to discuss business matters
with other departments.
这次为期四周的游学是一次会见中国艺术家，结识中国学生的好机会，同时也是
一次参观博物馆、考古遗址、艺术学校和制陶中心的好机会。 3. Since I saw reproductions （复制品）of the unearthed （挖掘出土了的）terra-cotta
army（兵马俑） in the late 1970s, I have had a strong desire for a first-hand encounter
（encounter：遭遇，遇见。实地考察）with China’s rich ceramics tradition. a).1970s:20世纪70年代。Eg. 2040s：21世纪40年代。 b).have a strong desire for doing/n. 渴望做某事/某物。 Eg. She has a strong desire for success, but she has little desire for wealth.
她渴望成功，但并不渴望富有。
自从见到了20世纪70年代末挖掘出土的陶制兵马俑的复制品后，我就产生了对
中国丰富的制陶传统艺术进行实地考察的强烈愿望。 4. Because of my frequent visits to the exhibitions, I am now able to discuss China’s
enormous(巨大的) and rich(博大精深) cultural ceramics legacy with an enhanced
level of appreciation（鉴赏）and awareness.（认识） a). Because of引导了一个状语从句。意思是：Because I visited frequently to the exhibitions…
eg. 由于妈妈的帮助和鼓励，我通过了考试。Because of the help and encouragement of my mother, I pass the exam.
b).with an enhanced level of appreciation（鉴赏）and awareness（认识）. With引导
了一个方式状语。
3
Enhanced：提高了的。
Enhance：提高。Eg. Health enhances beauty.健康使人显得更美。 由于多次参观展览会，现在我就能够更深层次的鉴赏和理解中国博大精深的制陶
传统文化了。
第一段的中心句。This spring, I attended an international ceramic arts conference,
visited some exhibitions, and continued a post-conference study tour in China.
5. During the course of my visits to Xi’an and Beijing, I had many side visits （visits that are not on my original schedule）to the imperial kiln sites （皇家官窑）with their legacy of village potteries.
a).During the course of引导了一个时间状语从句。
Eg, 在她游览北京期间，去了颐和园。During the course of her trip to Beijing, she
visited The Summer Palace.
b) with their legacy of village potteries. with 引导了一个介词短语修饰 sites.“有着..”
游览西安和北京期间，我参观了许多有着土陶器遗物的皇家官窑。 6. I felt as though I had entered a time capsule(跨时间的太空船) and arrived in several different “Meccas”, each demonstrating（证明，呈现） the earliest and finest examples（最佳典范）of a wide range of technological and religious traditions.
a) as though引导虚拟语气
b) each demonstrating…分词短语修饰Meccas。
我感觉仿佛自己乘坐可一艘跨时间的太空船到达了几座不同的“麦加城”，每座
城都呈现出最早期广泛的技术和宗教传统的最佳典范。
7. This was represented by the ancient farming method found in most rural(乡下的) countryside areas.
This= technological and religious traditions.
人们在大部分的乡村地区所看到的古老的农耕方式代表了这些传统。 8. All labors was done by hand and every farming field seemed to have been
cultivated by hard-working farmers.
a) by hand: 手工的 eg. Unlike Japanese, most Americans prefer gifts made by hand.
b) cultivate: to cultivate a love of art培养对艺术的爱好
当时所有的劳动都是手工完成的，而每一块农田似乎都是辛勤的农夫耕耘的。 第二段的中心句：During the course of my visits to Xi’an and Beijing, I had many side visits to the imperial kiln sites with their legacy of village potteries.
9. For over 1000 years, Chinese porcelain has had a great effect on（产生巨大的影响） artists and craftsmen around the world and has stimulated （促进）international cultural exchanges as well.（同时）
一千多年来，中国的瓷器已经在世界艺术家和匠人中产生了巨大的影响，同时也
促进了国际间的文化交流。
10. Chinese porcelain used to be considered more valuable than gold in Europe.
a) used to do: means did sth frequently in the past, but no longer do it now.
eg. The sun used to be considered the center of the Earth.
中国瓷器在欧洲一度被认为比黄金还贵重。
4
th11. In the late 17 century, at least three million porcelain pieces were shipped to Europe agents.
Ship：vt. 船运或用其他运输工具装运
Eg. Did he ship it by express or by freight? 他是用快车还是用货车托运它？ 在17世纪晚期，每年至少有300万件瓷器被运往欧洲。
12. At that time, most porcelains were made(烧制) according to the designs and
models sent to China by European agents.
那时侯，大部分瓷器是按照欧洲代理商送到中国的图案和样式烧制出来的。 13.Later, Chinese artist and craftsmen combined the Western style with Chinese style and gradually formed a new style.
a)combine…with: 与…结合
eg. 一个成功的老师经常把有趣的游戏与教学联系起来。A successful teacher often combines teaching with joyful games.
b).form:形成，出现，产生。
Eg, Keep speaking English everyday, and then you will form a habit.
后来，中国的艺术家和匠人将西式风格和中式风格融为一体，逐渐形成了一种新
的风格。
14.Now, many more million pieces of ceramics are now being exported from China to different countries with both traditional and new designs.
a) with both traditional and new designs修饰ceramics.
如今，千百万件既有传统样式又有新型设计图案的陶瓷正源源不断地从中国出口
到各个国家。
第三段的中心句：For over 1000 years, Chinese porcelain has had a great effect on
artists and craftsmen around the world and has stimulated international cultural
exchanges as well.
15.I was also interested to learn about a major public art project that involved（包括）a large group of Chinese painters and sculptors, who were working on a special art salvation（拯救）team for the Yangtze Three Gorges Project.
句子当中有两个定语从句：a)that 引导了一个限制性定从。修饰project. b)who 引导了一个非限制性定从。修饰Chinese painters and sculptors.
我对了解中国的一项重要大众工程也颇有兴趣，这项工程聚集了一大批中国画家
和雕塑家，他们成立了一个长江三峡工程艺术专家工作队，正在从事这项专门的艺术拯救工作。
16.An artist, whom we met, had coordinated an artistic phase(阶段，项目)of the Three Gorges Project and had edited（编辑，已经编辑出了）its enormous exhibition catalogue.
a) coordinate vt.协调，调整。
Eg. coordinate the movements of the arms and legs使胳膊和腿的动作协调 有一位我们遇到的艺术家，他负责协调长江三峡工程的艺术工作，已经编辑出长江三峡工程艺术的大型展览目录。
17.Dozens of painters and sculptors had worked with stonecutters（石匠）to engrave（雕刻）and model（拓制）their artwork on the soon to be submerged（淹没的） walls of the Yangtze Gorges
5
a) dozens of:许多的。A lot of
b) the soon to be:即将…
eg.The relatives are racking their brains to find some nice presents for the soon to be
married couple.
许多画家和雕刻家与石匠们一起在篆刻和拓制即将被淹没的长江三峡岩壁上的
艺术作品。
18.This bold（大胆的）public gesture（姿态）must have been presented to government
officials as a patriotic（爱国的）act honoring（尊崇）the great works of ancient artists. a) honoring the great works of ancient artists 分词短语修饰“act”：尊崇古代艺术家的伟大作品的行为。
这一大胆的公众姿态对于政府官员来说肯定是尊崇古代艺术家的伟大作品的爱
国主义行为。
第四段的中心句：I was also interested to learn about a major public art project that
involved a large group of Chinese painters and sculptors, who were working on a
special art salvation team for the Yangtze Three Gorges Project.
19.I am extremely(非常的) grateful（感激的）for the generous（慷慨的）and supportive（支持的）network of my colleagues who enabled(使能够,获得) me to enjoy this rich educational opportunity.
a) who引导了一个定语从句，修饰“colleagues”
我十分感激我的同事们，是他们慷慨的支持和大力合作使我获得了这次有价值的学习机会。
20.It has provided a new circle of friends and colleagues as well as valuable groundwork（基础）for a series of ceramics history seminars(会议，研讨会)that I am organizing.
它不但让我们（结识）了许多新朋友和同行，还为我正在组织的有关制陶历史的
系列研讨会打下了十分可贵的基础。
21.I hope that my 1200 slides（幻灯片）and future plans to host some of the artists whom I met in China will enable many others to share my experience.
a) host: v.作东，主办，主持
eg.我准备在四月举办一个游园会。I am going to host a garden party in April.
b)share: v. 分享，划分
eg. Both the husband hand the wife should share housework.
c)whom引导了定语从句。修饰“artists”
我希望我制作的1200幅幻灯片和我打算邀请一些我在中国结识的艺术家的计划
将会使很多人能够分享到我的亲身经历。
6
Period 3 : Section? Maintaining a Shape Eye
Passage One Tips for going to China’s Tradeshows
1. My name is Vanessa Saunders.
我名叫雯妮莎 桑德斯。
2. I have visited China sixteen times since 1978.
1978年以来，我已来过中国16次。
3. I have been conducting tradeshows and setting up tradeshow exhibitions for a variety of international clients
a. conduct: vt.引导，经营。Eg. The headmaster conducted us round the school.
校长带引我们在学校里参观了一圈。 我为各国众多客户承办贸易展览会。
4. Still today, I remember my first tradeshow in China many years ago, a show that
was a total shock for me.
a.shock : vt 震惊 eg. That shock almost finished him. 那一惊几乎把他吓死。 迄今，我依然记得多年前我第一次参加中国贸易展销会的情景，它让我惊异不已。 The first paragraph tell us that the author can’t forget her first tradeshow.
5. At that time, I was surprised to find the exhibition hall being packed with both products and visitors.
a. be surprised to：对……感到惊奇。
b. the exhibition hall being packed with both products and visitors. 复合宾语结
构。宾语exhibition hall. being packed with…是宾语补语。补充修饰宾语。 Eg. Lily was shocked to find her grandfather lying on the floor, dead.
a+b: Eg.老师们惊奇地发现办公室里面挤满了学生。
The teachers was surprised to find her office being packed with students.
我惊奇地发现展览会的大厅里挤满了各种各样的产品和参观者。 6. It was February then, and there were no heating facilities in the building.
a. facility (pl) 设施，设备
记得当时是二月份，展厅里没有暖气设备。
7.Show management was extremely difficult to deal with and the equipment in the tradeshow was very simple.
展览会管理很差，展览会的设施非常简单。
8.There were many differences between Western and Chinese customs, especially in
ways of exhibiting products.
a. exhibit vt. 展出, 陈列
中西方习俗有许多差异，陈列展品的方式尤其如此。
9.For example, the Chinese filled every inch of space with products and sales people,
leaving little or no room for potential customers.
a. fill…with：用…塞满。
b. potential：a.潜在的。
c. leaving little or no room for potential customers.现在分词短语做状语。表伴随。 Eg. The speaker spoke rapidly, leaving little no time for his listeners.
例如，中国参展者将每一寸空间都塞满了各种产品和销售人员，而留给潜在顾客
7
的只有及少的空间或者说根本就没有空间。
10. Some companies put on live demonstrations at tradeshows.
a. live: 活的，现场的，直播的。
Eg.对大多数中国家庭而言，在年三十晚上电视直播节目是一种传统。
It is a custom for most Chinese families to watch a live television program on the
Eve of the Spring Festival.
一些公司在展览会上搞现场展示活动。
11. The sound was very loud, and then lights were either too bring or too dim.
喇叭声音很大，其灯光不是太亮就是太暗。
12. Often there were too many lights and flashing colors around, which might bring most shows to standstill.
a. bring to standstill使停业, 使停顿 be at a standstill: 处于停顿状态 通常周围的照明灯光太多，五彩缤纷，闪烁不停，简直可以使大多数展销活动停
顿下来。
13. If a foreign trade exhibitor didn’t have any “inside” experience, he would find it an expensive, frustrating and ultimately（最后地）fruitless（不结果实的，没有用的） venture（冒险） to exhibit at a Chinese tradeshow.
a. frustrate : 使失望；使沮丧
eg After three hours' frustrating delay, the train at last arrived.
经过三个小时令人厌烦的耽搁后,火车终于到达了目的地。 b. 这是一个If引导的非真实条件句。使用了虚拟语态。从句用地过去式
(didn’t)，主句用地would+ 动词原形，表示了对现在的虚拟。 Eg. If he were here, everything would be all right.要是他在这儿，一切都没问题。
要是有时间我一定去。If I had the time, I would certainly go.
c. it在句子当中充当形式宾语。真正的宾语是to exhibit at a Chinese tradeshow
d. frustrating and ultimately fruitless venture是宾语补语，补充
说明
关于失联党员情况说明岗位说明总经理岗位说明书会计岗位说明书行政主管岗位说明书
“在中国贸
易展销会上展览”的结果。
。（Complex Object）英语中有些及物动词带了宾语后意义仍不够完整，
还需加上宾语补足语来补充说明宾语的行为、状态、身份或特征等，句子的意
思才算完整。常见的接复合宾语的及物动词有find, ask, have等等。 Eg. We found the story quite interesting.(形容词做补语)
We have always found him a true friend.(名词做补语)
I found everything in good order. (介词短语做宾补)
We asked the teacher to explain the meaning of the word again. (不定式做补语)
My tape-recorder is out of order. I’ll have it repaired tomorrow.（分词做补语）
I saw a child playing on the grass.（分词做补语）
由此总结出复合宾语的类型。
如果一个外国展览者没有“身临其境”的经历，他会认为在中国贸易展销会上参展是一次既费钱、又令人沮丧、而且最终毫无收获的冒险。 14. What’s worse, these differences could destroy tradeshow exhibitors’ plan for doing business in the world’s largest market.
更糟糕的是，这些差异可能会毁掉参展商在世界最大的市场做生意的计划。 At the second paragraph the author remembered the poor management and
equipment of the China’s tradeshows.
8
15. So, my advice is that once you have decided to attend a certain tradeshow, you should rent a large space.
a. once: conj. 一但. Eg. Once printed, this dictionary will be very popular!
一旦出版，这本词典将会非常畅销！（P31） 因此，我的建议是：一旦你决定参加某个贸易展销会，你就应该租一个大的地盘。 16. You should also have a Chinese partner company, which has been trained in the
way that westerners are used to getting things done.
a. partner: n.生意伙伴。配偶。Eg.美国公司正在中国寻找生意伙伴。
The American company is looking for a business partner in China.
你还应该有一个中国的合作公司，他们受过西方通常办事方式的训练。 17. Additionally, you should have some Chinese-speaking sales staff who have been
trained in the basics of exhibition rules.
此外，你还应该聘用一些接受过展销会基本规则培训的中国销售人员。 18. They will be helpful in pointing out (指出)any obvious（明显的）mistakes you might make as well as（而且。也）any cultural customs that need to be observed.
a. observe：v.遵守eg. 所有的人都要遵守规则。Everyone should observe the
rule.
b. pointing out any obvious…. as well as pointing out any cultural customs… c. 两个定语从句：you might make修饰mistakes；need to be observed修饰
customs
他们会帮你指出可能犯的任何明显的错误，而且他们会告诉你应该遵守那些文化
习俗。
19. It’s best to engage(使从事于…接触)the potential customers in friendly
conversations and give good product knowledge.
a. It’s best to engage:最好让…
eg. 最好让所有在教室里的学生里面都活跃起来。
It’s best to engage every student in classroom activities. （P31） 同时，你还应该与潜在的顾客进行友好的交谈，为他们提供良好的产品信息。 At this paragraph the author gives some suggestion to the exhibitors who want to
hold exhibition in China.
20. Cultural differences can be a wild card for Western exhibitors.
a. wild card: 百搭牌。It implies “If Western exhibitors don’t know the cultural differences between China and the West, it’ll be very difficult for them to succeed in
doing business in China.”
文化差异对西方参展者来说是一个未知因素。
21.The products you offer must be favored by Chinese customers.
a. favor: v. 喜欢 in favor of 赞同。
你提供的产品必须受到中国顾客的喜爱。
22.All product literature(广告宣传资料) should be in Chinese with English
translations.
所有产品的文字说明应是中英文对照的。
23.Be careful with your “tag lines”.
a. Be careful with:注意…
9
eg. 注意你在公共场所的语言。Be careful with what you are saying in public.(P31)
注意你产品广告的“主题语句”。
24. Clever slogans that work well in the West might not be quite so effective in the
East.
在西方很起作用的巧妙而醒目的广告语句在东方可能不会有效。 25. Try to find a local Chinese translator who knows your industry to check all printed materials well before the tradeshow.
设法在当地找一个熟悉你行业的中文翻译，在贸易展销会前仔细复核所有的印刷
资料。
26. It is always best to have someone in your industry do the translations and advise
on phraseology(措辞).
最好能有一位懂行的人为你翻译并对措辞提出建议。
At the forth paragraph, the author advice the exhibitors pay attention to the
culture difference between the West and the East.
27. Even with these different habits and cultural differences, China’s tradeshow industry is definitely（明确的）getting better and better.
a. Even with:即使，虽然。
Eg.即使有很多困难，专家们没有放弃他们的研究项目。 Even with a lot of difficulty, the experts didn’t give up their research program.(P31)
尽管有这些习俗和文化上的差异，中国的贸易展销会确实越办越好。 28. In fact, the changes have been dramatic(引人注目的)since my first visit to the tradeshow.
实际上，自我第一次参加中国贸易展销会以来，其变化是引人注目的。 29. I have watched China’s tradeshow industry evolve(v.发展develop) and grow. 我目睹了中国贸易展销会的发展和进步。
30. Slowly but surely, Chinese tradeshows are catching up with(追上，赶上) the rest of the world’s exacting（苛刻的，严格的）standards.
其发展虽然是缓慢的，但却是肯定的，中国的贸易展销会正在急起直追世界其他地方的严格标准。
31. In short, China’s tradeshow industry is developing faster than ever. 总而言之，中国的贸易展销会正以前所未有的速度发展。 At the fifth paragraph, the author tells us that China’s tradeshow have made rapid progress.
32. Undoubtedly, with new technology and more experience, with its growing size, and with its many new exhibition sites and the enormous sales opportunities it represents, China will ensure a more enjoyable and pleasant tradeshow environment
for all exhibitors and visitors.
a. ensure: v. 保证
eg. I replaced a new window to ensure that the rain would not come in.
我换了扇新窗子以保证不会漂雨。
毋庸质疑，有了新的技术和更丰富的经验，有了不断壮大的规模、众多的新展览场地和中国所代表的巨大商机，中国将会保证所有参展商和参观者一个更愉快和
10
更称心的展览环境。
33. Thus many more of us will be visiting and enjoying the many fruits(果实，成果) that this wonderful country has to offer.
这样，我们中会有更多的人将会参加并体验这个美妙的国家提供的众多的成果。 At the last paragraph the author give the expectation of China’s tradeshow in the future.
11
Period 3 : Section? Maintaining a Shape Eye
Passage One The Art of Price War
1. In 1998, online DVD retailers had cut down prices to as much as（差不多）50 percent below retail.
1998年，网上DVD零售商已将价格降到商店零售价格的50%。 2. It was not good news for 28-year-old Jeff Rix, who started DVDEmpire.com in
1995.
这对于28岁的杰弗•里克斯来说不是个好消息。他于1995年创办了“DVDEmpire”网站。
3.Online DVD retailers, including Rix’s 42-person company, were buying DVDs for
no more than 35 percent off retail.
a) including Rix’s 42-person company属于插入语。
网上DVD零售商，包括杰弗•里克斯拥有42名员工的公司，DVD的进货价格比零售价最多低35%。
4. “The other companies were losing money on every transaction（交易）,” Rix says. 里克斯说：“其他公司的每一笔生意都是赔本的。”
5. Rix couldn’t go as low as his competitors, but cutting profits almost to the bone, he reduced prices to 30 percent off retail.
a. go: means cut the price
b. cut to the bone:大力削减
c. reduce: （与to连用）减少至 eg. The fire reduced the forest to a few trees.
大火把森林烧得仅剩下几颗树。 里克斯不可能把价格降到和他的竞争对手一样低， 大拿他还是把利润降到了最
低，售价比商店的零售价低30%。
6.That made him one of the highest-priced online DVD retailers, but by concentrating
on（全神贯注，致力于） service and surfing（冲浪）the surge（巨浪） in DVD sales, he kept growing despite the markdowns（减价）by powerful companies like
Amazon.com, DVDExpress and Reel.com.
a. That: 指代he reduced prices to 30 percent off retail
b. Made him one of: （P49，1）
c. kept growing: means “continued to grow”
d. despite: prep. 不管, 尽管, 不论 “in spit of”
这使他的价格仍然是网上零售商的最高价之一。但他在DVD销售中致力于改善服务，随价格上下波动能随机应变。因此，尽管AMZAON、DVDExpress和Reel等实力强大的公司一再压价，克里斯的公司仍然能不断发展。
7.In the end, he met with complete success.
结果，他大获全胜。
8.One morning in 2000, Real.com stopped selling DVDs, and then DVD Express shut
down.
2000年的一天早上 Reel.com公司停止了销售DVD，随后DVDExpress也关了门。 9. Then, everyone raised their price.
12
然后大家都提高了价格。
10. Today, Rix has raised prices back to 20 percent off retail, but now makes him one
of the lowest-cost online DVD sellers.
现在，里克斯已经把价格提高至商店零售价的80%，但这已经是网上DVD零售商中价格最低的一家了。
11. Even today, entrepreneurs（企业家）often find themselves in positions where
they’d like to play with prices.
a. find themselves in positions where: （P 49，5）
即使今天，企业家也时常喜欢打价格的主意。
12. One technique（技巧）causing a bit of an e-commerce argument is variable pricing.
a. cause: 导致，引起。Eg. The heavy rain caused the flood. 大雨引起了洪水。 b. variable：可变的 Eg. 这里的天气变化无常。
The weather is extremely variable here.
电子商务中小有争议的一种方法是价格浮动。
13. This tactic（策略）, also called dynamic（动态的） pricing, had long been accepted in retail stores.
a. long：means for a long time
b. also called dynamic pricing:做tactic的同位语。
此项策略又称为动态价格，在零售商已经沿用很久了。
14. Even within a chain, prices are often higher in wealthy neighborhoods. a. chain: chain stores
b. neighborhoods: residential area
即使在同一家连锁店，在富裕居民区的定价也常常较高。
15. But it’s different online.
但在网上又是另外一回事。
16. In 2000, Amazon.com refunded customers who said they were charged（收费） differently for identical products.
a. refund: 退还，偿还。Eg. 他们偿还了我们钱。They refunded our money.
b. Identical: Being the same.同样的。Eg. These two designs are almost identical.
这两种式样几乎完全相同。 2000年，Amazon.com公司就因顾客投诉同样的商品却要价不同而向顾客退了
款。
17. Surcharges（格外费用）are another pricing tool.
另外一个定价的手法是附加费。
18. Last summer, some businesses used energy surcharges to counter(相互抗衡) surging（冲击，波动）electricity costs.
去年夏天，一些商家用能源附加费来抵消电费的波动。
19. Such add-ons（附加费）allowed businesses raise prices while placing blame on
someone else---in that case, energy suppliers.
a. while: means on the other hand. raise prices和placing blame on形成一种对比。 b. placing blame on someone else:把责任推给别人。（P49，4） c. in that case: 就是指地前面的someone else.“也就是”
13
此种加价办法既能使商家提高价格，又可让别人----这里指能源供应商代其受过。 20. However, the practice put off（劝阻）many customers.
然而，这种做法使许多顾客望而却步。
21. In California, reaction was so negative that some businesses began advertising
“No Surcharge” to attract customers.
a. negative: 消极的，否定的。negative attitude消极的态度
b. be so negative that: 对…反感强烈，对…感觉很不好。（P49，2） 在加利福尼亚，由于反感十分强烈，一些商家开始打出“无附加费”的广告来吸
引顾客。
22. Surcharges do have uses, though.
a. do: 表强调。不做语法成分。“确实”。
b. though：in spite of fact, nevertheless。“不过”。
不过，附加费也确实有它的用途。
23. Because you can add or remove them without actually changing price, they allow
you to test new market positions without committing yourself.
a. them: 指surcharge。
b. commit: （使）承担义务，（使）作出保证 eg. 我从来不对这样的问题负责。
I never commit myself on such issue.
由于你可以增减或去掉附加费而不必实际改变价格，这样你就可以探测新开辟的
市场，又无须承担任何责任。
24. Entrepreneurs are quick to think they have to be competitively priced, but they
may not have to be.
a. but they may not have to be: 后面省略了competitively priced。 企业家们很容易想到必须使所订价格具有市场竞争力，但也不是非这样做不可。 25. Service, selection and customer relationships are still important and, in many
cases, more important than pricing.
a. in many cases: 在很多情况下。（P49，3）
良好的服务，品种的选择性强以及友好的客户关系仍然很重要，而且很多时候其
重要性超过定价。
26. “Entrepreneurs should focus on value more than price, ” says Thomas Winninger,
a marketing consultant（销售顾问） in the United States.
a. focus on: 关注，集中。
美国的一位销售顾问托马斯?温宁格说：“企业家们应该更关注价值而不是价格。” 27. “You can change value by adding or removing features, warranties, and services without touching the price,” he says.
他说，“可以用增加或减少商品的特色、质量保证的范围和服务的内容等方法来改变价值，而不必变动价格。”
28. “You can also change prices to attract customers while changing value to maintain
profit margins（利润率）---an especially important aspect（问题等的方面）of today’s economy.”
a. margin: 差数，利润。
14
“还可以改变价格来吸引顾客，但同时又改变价值以保持利润率不变---这在今天的经济中尤其重要。”
29. “Any time you reduce price, you’re taking from the bottom line,” says Winninger, “Most businesses can’t afford that right now.”
a. any time: whenever “无论何时”引导了一个条件状语从句。 温宁格说：“每次降价都是釜底抽薪，而且前大多数商家是承受不起的。”
30. Rather than just dropping price, position yourself as a partner as opposed to（反对）a mere（纯粹的）seller.
a. rather than: 与其…不如。
b. position: v.决定…位置
Eg.You must position yourself where you can see the blackboard.
你必须坐在能看见黑板的地方。
与其一味降价，还不如把自己当成顾客的伙伴，而不只是卖家。 31. For example, if you sell chainsaws（链锯）, throw in a pair of protective goggles
（护目镜）.
比如说，如果你出售链锯，就赠送一副护目镜。
32. When money is hard to borrow, often zero-interest finacing.
在贷款困难的时候，可为顾客提供无息融通资金。
33. In an uncertain world, being seen as a helper is more important than being seen as
a bargain（便宜货）.
在一个变化无常的世界，让别人把你看成帮手比把你看成在卖便宜货更重要。 34. Customers just want to feel that whoever is selling goods to them is helping them.
a. whoever is selling goods to them: 是whoever引导的一个主从。在整个句子当
中引导里两个主从。
Eg. This is a good way to make sure that whoever is using the Internet is using it in a correct manner.
顾客只希望觉得不管谁在卖货，都是在帮助他。
15
Period 3 : Section? Maintaining a Shape Eye
1. Like many Americans, after September 11 I felt a bit safer buying Christmas
presents over the Internet rather than(胜于) making a long journey to crowded shops.
和许多美国人一样，9.11以后我觉得在网上购买圣诞礼物比走很长的路程到拥挤
的商店去安全一些。
2. As it turned out, I was only partly right.
a. partly: 部分地： partly finished 部分地完成。
结果表明，我只对了一半。
3. I might have been physically（身体上地） safer staying home, but I certainly risked my financial well-being（a.安宁，福利）buying online.
a. risk: vt. 冒险。 Eg. He risked his life when he saved the child from the fire.
他冒着生命危险把孩子从火中救出。
b. might+have been：表明过去可能发生的事情。
我呆在家里身体上可能更安全，但网上购物在经济上肯定要冒风险。
4. After buying several things at e-commerce sites（电子商务网站）and registering at the auction（拍卖）site eBuy, I picked up the local paper and saw a page one headline that read: “Identity thefts（偷窃）hit residents（居民）in region.” a. register: v.登记，注册。Eg.registered mail 挂号信[邮件]
b.a page one headline: means a headline appearing on page one.
c. Identity thefts hit residents in region由于是新闻标题，所以在residents和region前面都省略了定冠词the. “本地居民身份证屡遭盗窃”
在电子商务网站买了几样东西，并在拍卖网站eBay注册之后，我拿起当地的报
纸便看到头版大标题：“本地居民身份证屡遭盗窃”。
5. My neighbors were complaining that their eBay accounts had been “hijacked”(抢劫，盗用) to buy and sell goods online.
我的邻居们近来也常抱怨，说他们的eBay帐户被人“黑掉”用来在网上买卖货
物。
6. Others had had money removed from their checking accounts（支票帐户）, and unauthorized （未经许可的）charges had appeared on their credit cards.
a. had had money removed: 前一个had是构成过去完成时态的助动词。后一个had是have sth. done中的have的过去分词形式。
还有一些人的支票帐户被人支取了现金，信用卡上出现了未经同意的开销。 7. According to eBay, all were customers of my local Internet service provider（供应商）.
据eBay网站说，所有这些人都是我们当地因特网服务商的客户。 8. My ISP (Internet服务提供商) of course, denied that a problem existed on its end（终端）.
a. deny：vt. 拒绝。Eg. He denies his wife nothing. 他对他的妻子有求必应。 当然，我的因特网服务商否认他们的终端存在任何问题。
9. While the ISP and eBay pointed fingers at each other, more news appeared in the
16
paper.
a. pointed fingers at: 相互指责。（P 67，1）
就在因特网服务商和eBay相互指责的时候，报纸上出现了更多的新闻。 10. One ISP customers, while doing an upload（上传）to his personal Wed page（个人网页）a few weeks before, had discovered a directory（目录）containing more than 400 user account names and passwords（密码）.
几星期前，因特网服务商的一为客户在上传他的个人网爷的时候， 发现了一个包括400多个用户帐号名和密码的目录。
11. It so happened（碰巧）that on December 18 my ISP had moved 7500 e-mail
accounts to a new server（服务器）.
恰巧就在12月18日，我的因特网服务商将7500个电子邮件帐户转移到一个新
的服务器上。
12. Apparently, it forgot to lock all the doors.
显然，他们忘记把所有的门户锁上。
13. But it gets worse: The user reported the problem in late December, but the
company admitted it failed to close the hole(door) until Friday, January 4, virtually(实际上) opening the floodgates（闸门） to an identity theft disaster（灾难）. a. admit: v.承认。Eg. He never admits that he is wrong. 他从不承认自己错了。 b. fail: fail to do sth：无法作到某事。They fail to recognize that he is honest.
更糟糕的是，用户是在12月底就报告了这个问题，而这家公司承认，他们直到
1月4号，也就是星期五，才堵塞了漏洞，这实际上是为身份证被盗窃的灾祸开
了闸门。（实际上就导致了身份证被盗窃事件。）
14. Amazingly(吃惊地), the ISP still responded that it was highly unlikely that security had been breached（v.突破）on it end, since no credit card data was in danger.
a. respond: 回答，作出反应。Eg, They responded immediately to our requirements.
b. it was highly unlikely: …不太可能。（P67，2）
令人吃惊的是，这家因特网服务商仍然回答说，他们的终端安全受到破坏是不可
能的，因为信用卡数据全都没有危险。
15. Just after my ISP said that, attackers（攻击者）from the Philippines apparently
made off with（盗走了…）the e-mail account names and passwords and then used
them to request new account passwords at e Bay and other online sites.
a. request: v.请求，要求Eg. to request a loan请求一项借款
n.请求，要求。Eg. a request for help请求帮助.
我的因特网服务商刚说完这些话不久，来自菲律宾的攻击者们显然盗走了电子邮
件帐户名和密码，然后用这些帐户名和密码在eBay和其他网站申请新的帐户密
码。
16. When the new passwords----which eBay happily sent to the users’ e-mail accounts----arrived, the attackers were waiting to pick them up.
当新的帐户密码（eBay十分乐意将这些密码发至用户的电子邮件帐户）达到的
时候，攻击者就等着接收了。
17. From there I can only assume that they gained access (数据, 信息)选取to credit card data and any other information registered with the site.
a. There: 指前面提到过的
17
b. assume: v.假定。Eg .I assume you always get up at the same time.
我想你总是在同一个时间起床。 c. registered with the site过去分词短语做定语修饰any other information。“网站
注册的其他信息”
由此我们只能认为他们得到了信用卡数据和网站注册的其他信息。 18. Users never even knew what hit them.
用户根本不知道是谁攻击了他们。
19. But why is it this easy for attackers to steal our online information?
a. this:so
可是为什么攻击者窃取我们的网上信息如此容易呢？
20. In more than 20years of using charge cards at restaurants and department stores,
not once has my credit card number been stolen---never mind used as a lever to unlock other financial accounts.
a. not once:“ not even for one” “一次也不” 放在句首句子要倒装。 b. Never mind: “not to speak of” “更不要说”
我在饭店和百货商店使用信用卡20多年了，信用卡号码一次也没有被盗窃过，
更不用说用这个号码作工具去启用其他的经济帐户了。 20. Why don’t eBay and other e-commerce sites have better safeguards（安全措施）than simply issuing a new password and sending it to the user’s e-mail account? 为什么eBay和其他电子商务网站除了把新的密码发送到用户的电子邮件帐户，
就没有比他更为有效的安全措施呢？
21. Could it be that the e-commerce sellers, in their rush（匆忙）for higher income, oversimplify（过分得单纯化）security so as not to（免得）discourage buyers? a. Could it be that : “是否有可能…” （P67，5）当中的it是形主，真正的主
语是后面的that引导的句子。
b. Discourage: 使气馁，阻碍。Eg. The rain discourage us from going out.
是不是因为电子商务的卖家为了追求高收入，害怕吓跑客户而过分简化了安全措
施呢？
22. Or is it just that it’s not their money that’s at risk?
a. at risk:在危险中（P67，3）
还是因为承受风险的不是他们自己的呢？
23. So far, I haven’t discovered（发现） any changes to my online account passwords.
到目前为止，我还没有发现我的网上帐户密码有变化。 24. But after this, I’ll think twice before registering at another Web site or making
another online purchase.
a. I’ll think twice before:“三思而后行”（P67，4）
但出了这件事以后，我在其他网站注册或在网上购物时会三思而后行。 25. At least until I see my December Visa bill.
至少在看到我12月的维萨信用卡帐单以后我会这样做。
18
信用证的内容：
目前，信用证虽无统一格式，但内容大致相同，主要涵盖了以下一个方面：
（一）关于信用证本身
1. 信用证的类型（form of credit）
2. 信用证号码（L/C number）
3. 开证日期（date of issue）
4. 信用证金额（L/C amount）
5. 有效期和到期地点（expiry date and place） 6. 开证银行（issuing / opening bank）
7. 通知银行（advising / notifying bank）
8. 开证申请人（applicant）
9. 收益人（beneficiary）
10. 单据提交期限（documents presentation period） （二）关于汇票
1. 出票人 (drawer)
2. 付款人（drawee）
3. 付款期限 (tenor)
4. 出票条款 (drawn clause)
（三）关于单据
1. 商业发票 (commercial invoice)
2. 提单 ( bill of lading)
3. 保险单 ( insurance policy)
4. 产地证明书 ( certificate of origin)
5. 其他单据 (other documents)
（四）关于货物
1. 品名、货号和规格（commodity name, article number and specification）
2. 数量和包装（quantity and packing）及单价（unit price） （五）关于运输
1. 装运港 （port of loading / shipment）
2. 卸货港或目的地（port of discharge or destination） 3. 装运期限（latest date of shipment）
4. 可否分批装运（partial shipment allowed / not allowed） 5. 可否转船运输（transshipment allowed / not allowed） （六）其他
1. 特别条款（special condition）
2. 开证行对议付行的指示（instruction to negotiating bank） 3. 背批议付金额条款（endorsement clause）
4. 索汇方法（method of reimbursement）和寄单方法（method of dispatching documents）
5. 开证行付款保证（engagement / undertaking clause） 6. 惯例适用条款 （subject to UCP clause）
7. 开证行签字 (signature)
19
Period 3 : Section? Maintaining a Shape Eye
Passage One: Cultural Stereotypes and Misunderstandings
Introduction:
Before we enter the section three, we’ll discuss an etiquette problem first. Suppose, one day you go out with a new skirt and a friend of yours compliments you with
“You're looking sharp!”how would you answer it in Chinese way? And how would
you answer it in American way? 在进入课文之前，我们来讨论一个关于礼仪方面
的小问题。假如说，一天你穿了条新的裙子，朋友们就赞美你说：“你今天很漂
亮！”那么中国人会怎么样回应这种赞美？而西方人会怎么样回应这种赞美？一
般来说，中国人会说：“哪里，哪里，随便穿的”等等。而西方人回答会比较简
单，他们会说“Thank you”。类似的情况还有，比如说这么见面的寒暄。中国人
见面一般都会问：“吃了吗？”，但是如果遇到外国人，你同样用“吃了吗？”来
打招呼的话，对方就会误会你要请他吃饭。所以呢，遇到外国人我们就要遵循外
国人的习惯，用谈论天气来打招呼。
Why we answer the same question in different way? Because of the cultural
difference. As we all know, we should learn a kind of language not only through its
grammar, structure and vocabulary but also through its cultural background. To learn
some thing about cultural background of the language will help us to understand the
language. So today we’ll discuss something about cultural difference. Please turn to
page No 82, Passage One. Cultural Stereotypes and Misunderstandings In this
passage the author tells us some examples of cultural differences.
We can divide the whole passage into two parts. Section I is from the first
paragraph to the sixth paragraph. (In section one the author give us an example of
cultural misunderstandings when she studied in Australia.) And Section 2 is from the
seventh paragraph to the end. (In section 2 the author gives us many examples of
cultural misunderstandings in Vietnam)
Now, Let’s see the first paragraph. I’ll read it to you. In this paragraph, the author gives the general idea of the whole passage. Tell us that we it is difficult to avoid the
misunderstanding and stereotypes about people from different cultures.
1. Stereotypes and misunderstanding about people from other cultures sometimes
seem to be unavoidable.
a. seem to be: means appear to be. 似乎，好像。 e.g. 他好像比我还熟悉这条路。He seems to know the way better than I do. 对于从不同文化环境中来人们来说，有时似乎不可避免会产生某种成见和误解。
2. Even within a single country like Japan, there are typical stereotypical images of
Tokyo people as opposed to Osaka（大阪）people, and East Japan inhabitants versus
those in Western Japan.
a. as opposed to: 与…相对。Means against
b. versus: prep. Against. 相对，对抗。 即使在同一个国家，如在日本，东京人和大阪人，东部日本居民和西部日本居民，
都有典型的固有形象。什么叫有典型的固有形象，打比方说，一提到湖南人，就
会有泼辣，爱憎分明这么一个概念，一提到上海人，就会与精明联系在一起。那
么泼辣，爱憎分明就是湖南人的固有形象。那么精明就是上海人的固有形象。
20
3. Such stereotypes often lead to unusual and sometimes amusing situations（笑话）. a. lead to: 导致。
e.g. 他的粗心大意导致了这场车祸。His careless led to this accident.
这种成见常常会引发一些怪事，有时还会闹笑话。
4. When I arrived in Australia to study at the University of Canberra（堪培拉大学）, I was assigned to（被分配）a room in a student residence on campus（在校内）, where I met people of many different nationalities(国籍).
a. where I met people of many different nationalities: 非限制性定语从句修饰前面
提到的a room in a student residence on campus。
当我到澳大利亚堪培拉大学留学时，我被安排在校区里的一个学生宿舍，在那里
我结识了许多来自世界不同国籍的人。
5. One day, when the residents were still new to each other during the second week of
the first semester(学期), I met one of the other post-graduate students.
a. post graduate: 研究生。本科生：graduate
第一个学期的第二周，大家相互都还不太了解。有一天我遇到另一位研究生。 6. He was Ghana and his name was Kofi, which means “Friday” because he was born on a Friday.
他来自加纳（加纳位于非洲的西部），名字就科菲。科菲就是“星期五”的意思，
因为他出生在星期五。
7. He explained to me that this is a common way to name children in Ghana. a. explain to sb. that: 向某人解释… e.g. 请向我说明从哪里开始以及怎样做。
Please explain to me where to begin and how to do it.
b.that this is a common way to name children in Ghana:宾语从句。 c. to name children in Ghana: 不定式短语修饰way.
他对我解释说，这是加纳人给孩子取名字的一种常见的方式。 说到这里，还有一个名叫”Friday”的小说人物，出现在Denial Defeo的小说 Robinson Crusoe里面。Friday是一个奴隶，是小说主人公鲁滨逊从食人族手上救
下来的一个土著小孩，他是在星期五救下的这个孩子，所以取名星期五。这部小
说中的鲁滨逊是英国流亡的贵族，而星期五是一个与他来自不同种族，宗教和文
化的人。小说讲述了两个人怎么样突破这种文化的差异，成为亦父亦子朋友的故
事。比较契合我们今天讨论的主题，关于cultural difference. 所以如果大家有兴趣的话，可以阅读一下这本小说，更深刻地了解一个关于文化差异的问题。 8. Kofi was a PhD research student, but we lived in the same block of units, so I had
seen him a few times.
a. PhD: Doctor of Philosophy, 博士学位。
科菲是个博士研究生，但我们住在一个单元里，所以见过几次。 9. Suddenly he said, “Mayumi, will you teach me to use a computer in the computer
center?”
有一次，他突然对我说：“真由美，你到计算机中心教我使用电脑好吗？” 10. Confused by the sudden request, I replied, “Why are you asking me, Kofi? I don’t know how to use a computer. I’ve never used one in my life.”
a. Confused by the sudden request: is a past participial phrase used as an adverbial of
reason. 过去分词短语作状语表示原因，相当于一个表示原因的状语从句。
21
This sentence may be rewritten as “As I was confuse by…”
e.g. Exhausted by the journey, he soon fell asleep. 由于旅途劳累，他很快就睡着了
我被这突如其来的请求搞糊涂了，于是回答他：“你怎么会找我呢？科菲？我不
知道怎么用电脑, 我这辈子从没有用过电脑。”
11. Kofi looked at me with a puzzled expression on his face and said: “ But you are from Japan.”
科菲一脸困惑地看着我说：“可你是日本人啊。”
12. He didn’t believe that I had never used a computer until explained that not many people used computers in Japan at the time（那时），and many things were still handwritten.
a. Not…until: is useful expression meaning “直到…才”in Chinese, with until introducing a clause or a phrase.
e.g. 他知道晚上才停止工作。 He didn’t stop working until night.
他才不相信我从未用过电脑。知道我向他解释那时在日本用电脑的人也不多，很
多东西依然是手写的，他这才相信。
13. Although the residents of my block were all very aware that one of our Australian
roommates was a student who was pursuing（从事）a computer major and who seemed to know absolutely everything about computers, of course, Kofi had to ask me because I was from a country whose image was that of a highly technological society and leading exporter of computers.
a. That引导了一个宾语从句。
b. who was pursuing a computer major& who seemed to know absolutely
everything about computers 两个并列的定语从句修饰student。 c. whose image was that of a highly technological society and leading exporter of
computers：whose image引导了一个定语从句修饰country。 d. That 引导一个表语从句。
e. Leading: a. means most important. 主要的。
虽然我们宿舍大楼的人都知道有一位澳大利亚室友是计算机专业的学生，而且似
乎诗歌电脑通，但因为我的国家给人的印象是一个高科技的国家，而且是计算机
的主要出口国，所以科菲来求我。
14. By the way , I now know how to use computers.
顺便说一句，我现在知道怎么使用电脑了。
15. I leaned it in Australia!
我是在澳大利亚学会的。
In section 2 the author gives us many examples of cultural misunderstandings in
Vietnam
16. After I completed an MA( TESOL) degree, I worked as a research assistant/part
time teacher at Hanoi University (河内大学)in Vietnam.
取得英语教学硕士学位以后，我到了越南河内大学做研究助理并兼职教英语。
17. The students’ English there is rather different from that in the USA or Great
Britain, which reflects（v.反应） the particular Vietnamese values.
a. be different from: 与…不同
学生说的英语与美国人或英国人说的英语大为不同，反映了越南人独有的价值
22
观。
18. What interested me most was the way Vietnamese concepts and values were translated into English.
a. What interested me most: is the subject clause.
b. Vietnamese concepts and values修饰way.
令我最感兴趣的是越南人的观念和价值翻译成英语时的表达方式。
主语从句：主语从句有三类：1）由连词that引导的。 e.g. It’s not your fault that this has happened.
2) 由连接代词(when)或连接副词（if, whether）引导的。 e.g. When they will come hasn’t been made public.
3）由what等代词引导。表示“…所…. ….的（东西）” e.g. *What you need is more pracice.
*我想知道的就是这一点。What I want to know is this.
*那人昨天说的话是不确定的。What the man said yesterday is not true.
19. Solidarity（团结）and familiarity（亲近）, values central to Vietnamese society,
contrast strongly with（与…对照）Australian attitudes to privacy, so that common
questions, such as “How old are you? Where are you from? Where are you going?
How many children do you have? How much do you earn?” always puzzled me. 越南人最重团结亲近，这与澳大利亚人看重隐私形成了强烈的反差。经常听到他
们问这样的问题：“你多大岁数了？你是那里人？你去哪里？你有几个孩子？你
收入多少？”这些问题总让我迷惑不解。
20. I felt irritated by such curiosity, and had to ask people how I should reply.
a. feel irritated by: 对…感到难受（恼火）。(P86, 5)
我对这些好奇心感到很不舒服，不得不向人们讨教该如何回答这类问题。 21. An acceptable response to “How much do you earn?” is “Enough to live on”, I discovered.
我发现，若有人问你“你挣多少钱？”，你可以回答说“够用”。 22. And I was often disconcerted（a. 不安的，惊慌的）by personal remarks, made as observations（观察）(You skirt looks funny!), compliments (You look
younger/fresher/fatter), or to express concern（关心）(You’re looking old and tired and ugly today).
我常常听到别人对自己评头论足而感到不知所措，比如人们打量你说你的裙子真
滑稽！要么恭维你，说你看几来更年轻了，你看里容光焕发，你胖了等等，有时
候又会对你表示关怀体贴，说你今天看起来又老又累又丑。 23. I never learned the right response to this one.
我从未学会怎么恰当回应这些评语。
24. Feelings of solidarity and closeness were also expressed in Vietnamese English by
the use of the first person plural pronoun（第一人称复数）as in “our class, our manager, we like this films”, whereas（conj. 然而，反之）a native English speaker would more likely use the singular（单数）form.
团结亲近的情感在越南英语中也体现在使用第一人称的复数上，如他们说“我们
班，我们经理，我们喜欢这部电影，”而说英语的人则会更多使用单数。
23
25. Terms of address（n.称呼）were more personal.
越南人称呼对方的方式也更亲切。
26. I had to begin a speech with “Dear Friends”, instead of a colourless（a. 乏味的，毫无感情的。）“Ladies and Gentlemen”.
a. instead of: 代替，而不是… （P86，7）
讲话时我会用“亲爱的朋友们”开头，而不是毫无感情的“女士们，先生们”。 27. Another expression which startled（v. 震惊）me at first was the standard response made by students upon being thanked for performing（v.完成，执行）some small tasks like cleaning the chalkboard. “It’s my duty,” they would say, and I would feel like saying “Well, don’t bother then.”
a. which startled me at first: 修饰expression。
b. made by student upon…：后置定语修饰response.
c. Upon, for, like:都是介词，后面都是跟的动名词。一起构成了一个动名词结
构。
d. Fell like: 意欲。Want to
另一个最处也让我感到惊讶的标准说法是，当学生做了例如擦黑板这样一些小事
以后，你对他们表示感谢, 他们回答说：“这是我应该做的。”让我感觉想说：“诶，
你别管了。”
28. Colleagues explained that they meant that they wanted to perform this small
service for me, and that I didn’t have to thank them or even notice what they had done.
a. 四个object clause。
同事们解释说，他们的意思是他们愿意为我做这点小事，我不必感谢，甚至可以
不必留意他们干了些什么。
29. I never got used to（习惯于）this however, and tires to teach them to accept thanks,
but it was to no avail（帮助）.
可我一直感到不习惯，还想教他他们接受道谢，但根本不起作用。 30. There were many other uses of Vietnamese English which revealed cultural perspectives（观点，看法。文化现象）, but these few can serve（起…作用）as examples.
a. reveal: make knew 泄露，透露 e.g. 医生没有把透露给病人。
The doctor did not reveal the truth to the patient.
越南英语当中还有许多其他用法能显示其文化现象，不过上述寥寥几笔已经可以
作为例证了。
31. While the transfer（v.迁移，移动）of those cultural values into English can cause
misunderstanding and create unintended obstacles(障碍) to successful communication,
it can also be elucidating（v.阐述 启迪）, providing valuable insights（n.洞察力）into a different value system.
a. while引导了一个让步状语从句。与主句it can also be elucidating 做了对比。
翻译成“尽管”
b. providing valuable insights into a different value system.：现在分词短语做状
语，对句子前部分进行进一步的解释。
尽管把这些文化价值观转换成英语会引起误解和对顺利交际造成意外的障碍，但
它也给人们以启迪，增进我们对不用价值体系（文化）的了解。
24
Period 3 : Section? Maintaining a Shape Eye
Passage One Joint Venture: Advice for Experts Working with Thais
1. The recovery of Thailand’s economy has created significant direct foreign
investment.
泰国经济的复苏带来了大量的外国直接投资。
2. Many Thai organizations have been transformed form purely Thai-owned to
partially（部分地）foreign-owned companies.
a. transform: 转变 e.g. Success and wealth transformed his character.
成功和财富改变了他的性格。 许多泰国企业已从泰国独资转为于外资合营。
3. Many experts entered these joint-venture organizations and if you were one of them, perhaps you would find that you had much to learn about the new environment
in which you found yourself.
a. if you were…perhaps you would do sth.: If 引导地非真实条件句，用虚拟语
态。从句用过去时，主句用would＋动词原形。(P105,1)
b. in which: 引导了一个定语从句修饰environment. 在这里相当于where。 c. find oneself in = be in.
许多专家来到这些合资企业工作，如果你是其中一员，也许会发现，就你所处地
新环境，你还有很多东西需要了解。
4. The beauty of working with Thai colleagues is their hospitality, politeness and willingness to compromise----all character traits that are deeply ingrained（a.根深蒂固的）in the Thai culture.
a. compromise: v. 妥协，折衷。
e.g. 我想去希腊，我妻子想去西班牙。最后折衷去意大利。 I wanted to go to Greece, and my wife wanted to go to Spain, so we compromised
on Italy.
b. trait: n.特征。
于泰国同事共事地惬意之处在于，他们热情好客，彬彬有礼，而且愿意妥协，这些都牢牢植根于泰国文化地特征。
5. As a manager, you may find that you are shown greater respect and command（v. 博得）a higher degree of obedience than you would expect in more liberalized（自由化的）society.
a. obedience: n. 服从。E.g. He whistled, and the dog came with obedience.
作为管理者，你会发现，比起那些较为自由化的社会，这里你更受尊重和更能让
人服从。
6. Nevertheless, there are, as they say, two sides to everyone coin.
a. nevertheless: 引导让步状语从句，表示于前面作对比。“然而” b. as they say：插入语。there are two sides to everyone coin.
然而，正如人们常说的那样，凡是都有两面性。
7. In Thailand, the flip (无礼的, 冒失的, 轻率的) side is that experts who are new to
Thailand often find working with Thais rather frustrating.
25
在泰国，不好的一面是，初来乍到的专家们常常会觉得与泰国人共事令人相当沮
丧。
8. In general, however, many of the problems they face can be explained by examining the office cultural common to many wholly Thai-owned firms before the
joint venture arrangement.（黑板）
但是，一般来说，通过分析合资企业之前许多泰国完全独资的公司衷的办公文化
的共同特点，这些专家们所面临的问题便可以得到解释。
9. In Thai companies, staff are not encouraged to think for themselves.
在泰国的公司，并不鼓励员独立思考。
10. The bureaucratic (官僚政治的) system of company management has no place for
individual thinkers.
官僚公司
制度
关于办公室下班关闭电源制度矿山事故隐患举报和奖励制度制度下载人事管理制度doc盘点制度下载
容不下独立思考的人。
11. Following the company line is far more prevalent (a. 普遍的，流行的) 遵从公司的一套做法更为普遍。
12. Therefore, do not be surprised at the look of blank, discomfort and the deafening（震耳欲聋的）sound of silence if you pointedly ask a Thai colleague, “ What do you think?”
a. 句子是个祈使句。省略了主语。
因此，如果你直截了当地问一位泰国同事：“你是怎么想的？”，要是他面无表情，
局促不安，而且沉默不语，你可不要感到惊讶。
13. Thai school do not emphasize analytical( adj.分析的) skills. 泰国的学校不重视分析能力。
14. The leaning method is by rote (n.死记硬背), learning by memorizing great tracts
(n.一片；广阔的一片（土地等）) of text.
学习方法就是死记硬背，记住大段大段的文章。
15. Asking, “ What do you know about this? ” may elicit a far more useful response than the previous example.
a. Asking, “ What do you know about this? ”：句子的主语。 b. elicit: vt. 得出, 引出, 引起
c. far: 强调程度。
问一声：“这个问题你了解多少？”得到的答案也许比前一个例子有用的多。 16. Instead of placing the Thai in the uncomfortable position of having to state an
opinion, you are merely asking him or her to repeat back whatever（无论什么，不管什么）input they have had on the subject.
a. Instead of: 代替, 而不是... (P105,3)
不要让泰国同事处于不得不发表意见得尴尬境地，你只要让他们将以前在这个问
题上说接受的教诲再重复一遍就行了。
17. This is far closer to the kind of exchange（交流方式） your Thai colleague will be used to（习惯于） throughout（v. 贯穿）their formative（n. 格式化的）school years. 这更接近于你的泰国同事再整个受教育期间所习惯了的交流方式。
18. One recollection（n.回忆，回想）from our education system is that too much
attention was paid to the “right” answer.
26
回忆起来，我们的教育制度是太看重“正确”答案了。 19. This kind of syndrome（症结）block creativity and the ability to think
independently.
a. block: v. 阻碍, 堵塞。E.g. 他们堵塞了建筑物的入口。
They blocked the entrance of the building.
这种症结阻碍了创造力和独立思考的人。
20. You may need to inform Thai staff that you expect them to change their behavior
from doing to thinking.
a. inform: 带有双宾语。Indirect Object: Thai staff. Direct Object: that you expect
them to change their behavior from doing to thinking.(P105,4) b. Expect sb. to do = to hope sb. will do sth.
或许你有必要告诉泰国同事，你希望他们不光会干活，还会思考。 21. Try telling them not to come to you with a problem but to come with a solution. a. Try doing sth: 试验，试着做某事。
try to do sth: 努力，企图做某事。
e.g. Try to open the window. (I make effort to open the window, but I could not open
it)
Try opening the window. (It means I did open the window, and I open it for a
reason, I was hot and I wanted to cool off.)
Try doing sth is to do experiment to with different ways to reach the purpose.
b. not…but: 不是…而是。
试着告诉他们不要只带着问题来找你，还要提出解决办法。 22. You may also instruct Thai staff to have information to back up（支持）their proposals.
你还要告诉他们提出建议要有据可依。
23. Encouraging Thai colleagues to look for various alternatives（n.可供选择的办法, 事物）, instead of one “cast-in-stone”（铁定的）correct answer, may be an effective method of extracting（v. 提取，萃取，挖掘）their input（n. 输入，opinion）. a. Encouraging Thai colleagues to look for various alternatives: 动名词作主语。 鼓励泰国同事不拘泥于唯一“铁定”的正确
方案
气瓶 现场处置方案 .pdf气瓶 现场处置方案 .doc见习基地管理方案.doc关于群访事件的化解方案建筑工地扬尘治理专项方案下载
，而是去寻求不同的解决方法，
这也许是挖掘他们建议的有效方法。
区别一下动名词和不定式作主语。一般来说，在表示比较抽象的一般行为的
时候多用动名词，在表示具体某次动作，特别是将来的动作时，多用不定式。 e.g. Smoking is prohibited here.
Reading without thorough comprehension is no good.
It is not very good for you to smoke here.
It is quite necessary to read it many times.
24. In many Thai organizations, there might be extensive（adj.广大的, 广阔的, 广泛的）data but not a lot of meaningful information.
在泰国许多公司可能又大量的资料，但有意义的并不多。 25. In some cases, what data does exist is completely unreliable（不可靠的）.
a. does: 强调。
有时，即使是现存的资料也完全不可靠。
27
26. These Thai organizations have not developed a proper information infrastructure （n.下部构造, 基础下部组织）, and it is therefore advisable（a.明智的）not to rely too heavily on statistics or raw data.
这些泰国机构未能建立起适合的信息体系，所以最好不要过多地相信他们地统计
数据和原始资料。
27. One must always validate（vt.确认, 证实, 验证）and verify（vt.检验, 核实）. a. verify: e.g. This data has to be verified before we can make use of it.
你必须去验证和核实。
28. Often new expert managers are perplexed by the English writing style of their
Thai colleagues.
a. perplex: 使迷惑；使困惑。
e.g. We were perplexed by his failure to answer this question
新来的专业管理人员常常对他们的泰国同事的英语写作风格感到困惑。 29. As the Thai education system encourages very formal prose（n. 散文，正规文字）, a report written in English by a Thai may seem very ostentatious（adj.装饰表面的, 卖弄的）.
因为泰国的教育制度鼓励使用非常正规的文字，所以泰国员工写的英文报告会显
得华而不实。
30. In fact, as there are so many formal and flowery phrases in the Thai language,
even Thais can have difficulty deciphering vt.（译解(密码等), 解释）the exact meaning intended by another Thai’s writing!
a. have difficulty (in) doing sth. (P105, 2)
事实上，由于泰语中有大量的刻板而又花哨的用法，甚至连泰国人自己都难以解
释自己同胞所写的文字要表达的确切意思。
31. Bear in mind that apart from the habits formed in school, your Thai colleagues are
also writing in a second language.
a. bear in mind: 记住（P105，5）
记住，除了在学校形成的习惯外，你的泰国同事也是在用第二语言写作。 32. It would be far more productive（effective）to encourage a straightforward（n. 直接了当的）and simple style from the start than shoot your subordinates(n.下属) down in flames（n.热情） for trying too hard.
a. it形式主语，真正的主语是后面的to encourage a straightforward and simple
style from the start
b. shoot…down: severely criticize.“严加训斥”
从一开始就鼓励你的下属使用直截了当的文体比由于他们对文字的刻意加工而
对他们严加训斥要有效得多。
32. One company I know went to the extreme of hiring one specialist（专家）to act as Communication Manager（文字交流经理）to handle all Thai/English correspondence
（信函）.
我知道竟然有一家公司竟然专门聘请了一位专家来担任文字交流经理。 33. Certainly, this would not hurt productivity and can only help both internal and
external communication.
28
当然，这无碍于生产力的发展，只会有助于内外沟通。
29
Period 3 : Section? Maintaining a Shape Eye
Passage One Elsie the Cow
1. Today, Elsie the Cow, America’s most beloved beauty, is returning home to her
thbirthplace----New York City-----to celebrate her 60 birthday and her life time achievements as trusted advertising icon（图案，肖像）. a. America’s most beloved beauty：apposition
b. Dash: 在一个句子的前面或后面加入额外的注释 c. as: prep.引导分词短语作定语，修饰achievements.
今天，美国最受宠爱的“美女”―――埃尔西奶牛要回到她的出生地纽约市，庆
祝她的60岁寿辰和她作为诚信广告形象所取得的终身成就。
th2. To celebrate Elsie’s 60 birthday, Manhattan will be the site of the celebration,
complete with（包括）a barn（牛舍）, white picket fence, hay and of course, the world’s
most popular cow, Elsie.
tha. To celebrate Elsie’s 60 birthday: here is an infinitive phrase to express the
purpose of the sentence.
为了庆祝埃尔西的60岁生日，曼哈顿将作为庆典的现场，有牛舍，白色栅栏，
干草，当然还有全世界最受人喜爱的奶牛―――埃尔西。
nd3. The barnyard celebration will take place in Bryant Park on 42 Street, near Times square, where an authentic（真正的）red barn will be raised to celebrate this major
milestone（里程碑）in advertising history.
牛舍庆典活动将在靠近时代广场的第42大街上的布莱恩特公园举行，届时庆典
场地上将建起一座真正的红色牛舍来庆祝广告史上这一重要的里程碑。
4. Who then is one Elsie the cow and what is her life romantic?
那么，埃尔西奶牛是谁？她又有什么样的传奇呢？
5. Elsie is one of the America’s best known and loved advertising icons.
埃尔西是美国最有名并最受喜爱的广告形象之一。
6. Through the past 60 years, the friendly and cheerful bovine（牛; 似牛的动物）has come embody （vt.具体表达, 使具体化）all that is dairy（奶制品） and has “mooed”
（n.哞(牛叫声) vi.(牛)哞哞地叫）her way into the list of top 10 icons of all time
according to Advertising age（《广告时代》）.
过去60年中，这个和蔼可亲的奶牛形象已经成为体现奶制品的一切特征的标志，
并且一路“哞”声不断，进入了《广告时代》评出的有史以来十大顶尖广告形象
的行列。
7. Elsie has even been presented with keys to more than 200 cities.
a. present: means give or hand over sth. to sb. 献给，送。 e.g. 他们献花给老师。 They presented flowers to their teacher.
埃尔西甚至被200多个城市授予城市钥匙。
8. The world’s most famous cow is recognized（be loved）nine out of ten times by people who know her for her smile and warm eyes.
30
a. nine out of ten times: means most probably. “十有八九” 人们推崇这一世界上最出名的奶牛，十有八九是因为喜欢她的笑容和暖人的眼神。 9. But, what mothers have recognized about Elsie for the past six decades（十年）are the fresh daisies（雏菊）around her neck, which symbolize（象征）the fresh dairy quality that Elsie always delivers.
a. what…about:（P122,1）主从。
然而在过去的60年内，母亲们最认同的却是挂在她脖子上的那串新鲜雏菊，因
为它象征着埃尔西的奶制品从来都是新鲜的。
10. Elsie represents the natural, pure and wholesome goodness（精华，养分）of dairy. a. represent: vt. Stand for, 代表，象征。
e.g. 鸽子象征和平。 The pigeon represents peace.
埃尔西代表了奶制品的天然，纯正和健康的优良品质。
11. Elsie’s fictional（adj.虚构的, 小说式的, 编造的）character was created in the 1930’s.
埃尔西的创意形象诞生于20世纪30年代。
12. The ads were so successful that they began appearing in newspapers.
a. so…that :如此…以致。（P122, 4）
由于广告非常成功，许多报纸也予以登载。
13. It was in 1938 that Elsie came to life when a radio commentator（主持人）singled（v. 选出）Elsie out in commercial that he read on the air.
a. It was…that: emphatic sentence.
1938年，一家电台的主持人在播送一则商业广告时突出了埃尔西，就是从那时
起埃尔西就以活生生的形象出现了。
single sole only
意思均含“单一的”、“唯一的(或少数几个的)”。
single 强调“一个的”、“仅此一个的”, 如:
She buys a single new dress each year.
她每年仅买一件新衣服。
sole为较庄严用语, 指“只有单独一个(或一群)的”、“只考虑到这一个(或一群)的”, 如:
My sole purpose is to help you.
我唯一的目的是帮助你。
only 系常用语, 语意比sole 弱, 着重“仅有一个(或一批)的”, 含“不会再多的”之意, 如:
This is the only example I can give you.
这是我所能给你的唯一例子。
14. Listeners were so amused by the commercial, that they began sending fan mail to Elsie.
a. amuse: make sb. laugh or smile逗人笑。E.g. We were all amused by the joke.
听众十分喜欢这则广告，他们开始给埃尔西奶牛寄发迷恋信件。 15. From that moment, Elsie became the Borden spokescow. 从那时起，埃尔西便成了伯顿奶制品的代言奶牛。
31
16. As Elsie’s popularity soared, she was invited to numerous（众多的）engagements. a. soar: vi. go up high quickly. 急速上升e.g. Prices are soaring again.
价格又在飞涨了。 随着埃尔西知名度的急速飙升，她被邀请出席了大量的商业活动。 17. Soon, Elsie was unable to honor all of the requests for her presence.
埃尔西很快就无法满足请求她出席的所有邀请。
18. To solve this problem, Elsie’s husband, Elmer, and her first daughter, Beulah,
were born in 1940.
为了解决这一问题，她的丈夫埃尔墨和大女儿比尤拉便在1940年诞生了。
19. Over the decades, Elsie has risen from barnyard to stardom（明星）as the wholesome, motherly（adj.慈母般的）fictional cow who spread the word in Borden
advertisements about the importance of quality and freshness dairy products.
在过去的几十年当中，埃尔西作为一头虚构的，有益健康和充满母爱的奶牛，从
牛舍中出来并成为灿烂的明星。
20. Even today, her daisy chain necklace symbolizes dairy freshness to moms throughout（prep.遍及, 贯穿）the country.
a. even today…symbolize: 知道今天…象征… (P122, 5)
直到今天，它脖子上的那串雏菊花环对全国的母亲来说，仍然使新鲜奶制品的象
征。
21.“Since her birth 60 years ago, Elsie has been synonymous（同义词）with dairy produces that families can trust to deliver wholesome nutrition（营养）, great taste and freshness,” said Dick Ballard, president of American Dairy Brands.
a. since….has been synonymous with: 自从…就成为…同义词。 “自从她60年前诞生之日起，埃尔西一直就使各个家庭可以信赖的奶制品的同
义词－－滋补、美味加新鲜。”美国奶制品联合公司的销售公司――美国奶制品
品牌公司总裁迪克•勃兰德说。
22. “Like the dairy products she promotes, Elsie has been part of the American
experience for generations（一连好几代）.”
a. promote: publicize sth. in order to sell it 宣传（某物）以促进销售 “正如埃尔西所推销德奶制品一样，埃尔西已经成为美国人代代相传的人生体验
的一部分。”
23. “I’ve had a love affair with Elsie for over 60 years. It began when I first set my eyes on her at the 1939 World’s Fair in New York making her living, breathing Elsie, ” said one customer.
a. began when I first set（P122, 3）
b. making her living修饰the 1939 World’s Fair
我爱上埃尔西已经有60多年了。1930年在纽约的世界博览会上第一次看见被打
扮得栩栩如生得埃尔西时，我就迷上了她，” 有一位顾客说。 24. “Elsie has a personality unlike any other animal. She has a special way of
charming （迷人的）people wherever she goes.”
“与其他的动物有所不同，埃尔西有着独特的气质。无论走到哪里，她总能用特
有的魅力使人迷恋。
32
Passage Two: Experiential Branding
1. Egyptians began branding (vt.打上烙印) cattle（牛）400 years ago.
埃及人在4000年前就开始为其牛群打上标记。
th2. Josiah Wedgwood branded pottery in 18-century England.
18世纪英国的约瑟夫•威奇伍德也为其陶瓷注上商标。
3. Proctor & Gamble（宝洁公司）pioneered （v.开拓）modern brand management in
the 1930s.
20实际30年代，宝洁公司开了现代品牌管理之先河。
4. Today, branding had become the hot concept（理念）in management circles（圈子）. 今天，创牌子已经成为管理层的热门理念。
5. And it’s only getting hotter.
并且还在持续升温。
6. As our expert panel（专题小组）predicts（预测）, the brands may soon be everything,
form marketing and sales to operations and engineering, if it hasn’t already. a. if it hasn’t already: be everything is omitted to avoid repetition.
根据我们专家组的预测，即使现在品牌还没做到主宰一切，但很快品牌就能主宰
从市场、销售到运作和管理各个方面。
7. Under this circumstance（situation）, Jungle assembled（装配,组合，invited）four marketing experts to put branding under a microscope（n.显微镜）…and to discuss what the future of branding is.
In this situation, Jungle invited 4 marketing experts to study detailedly how to make
brands and to discuss the future of the band.
基于这种情况，强戈集团邀请了4位市场专家来细致地研究创牌子地问题、并探
讨其未来地发展。
8. Anchor(主持人): Recently, we’ve seen（experience） a wave（浪潮）of so-called（所谓的）emotional or experiential branding. What’s next?
最近，我们经历了一个所谓的创情感品牌的浪潮，或叫创体验品牌的浪潮。接下
来是什么呢？
9. Experiential branding will move upward.
创体验品牌将呈上升趋势。
10. I think of the bookstore that I go to and spend a premium(额外的费用) at versus Amazon（亚马逊电子商务网站）.
我想到了我去的那家小书店，在那里买书比亚马逊网上书店要多花钱。 11. The shop embodies（express 体现） what I love about books because I feel
literary when I go in there.
小书店体现了我对书的喜爱，因为到那里我能感受到文学气息。 12. I think of the local Russian woman I go to for my facials instead of going to an
Aveda.
我还想到了我去找当地那个俄罗斯女士位我美容，而不是去艾凡达美容公司。 13. That’s about the personal one-to-one relationship we have. That’s about intimacy这关系到人与人之间一对一的关系，是一种亲密关系。
14. The only way a small retailer stays alive is by delivering（传递）an ultimate
33
personal experience to the consumer.
小店能够生存的唯一的方式就是靠给顾客送去能够最直接感受到的人际关系。
15. Are you saying that large companies will try to mimic (imitate) that intimacy? 你是说大公司将会模仿这种亲密关系吗？
16. That’s exactly what’s happening.
这正是目前在发生的事情。
17. I love my little boutique（流行服装小商店）hotel in London, but there’s a hotel company coming along(出现), a big, big, big one from New York and they’re creating a branded hotel out of that little place.
我喜欢我在伦敦住的那家小小的精品旅店，然而却从纽约来了一家大大的酒店经
营公司，经营者正在把那家小旅店开发成一个品牌酒店。 18. So you can love all these things until a clever marketer come along and says, “Oh,
maybe other people will love that, too,” and then creates a mass-market brand out of it.
因此，你可能喜爱原来所有的那些东西，可是有一天有个聪明的市场开发商走过
来说：“喔，也许别的人会喜欢那个东西。”接着就用它创造出一个能大量上市的
品牌。
19. Then you might not like it anymore, right?
结果，你就可能不再喜欢它了。是这样吧？
20. We seem to be at the point where everything can be branded.
我们似乎处在一个一切都可以品牌化的时刻。
21. People are brands and even countries are brands.
人是品牌，甚至国家也是品牌。
22. But at some point, people will get sick of it.
然而，发展到某种程度，人们也会对此感到厌倦。 23. Yes, everything will be a brand, but that does not mean that people will always
care about brands.
是的，样样东西都会成为品牌，但这并不是说人们总是关心品牌。
24. But in some ways branding will become more important.
但是，某些方面，创品牌会显得更加重要。
25. As technology enables products to reach parity（统一）more quickly, branding will be one’s only point of differentiation（区别）.
由于技术能使产品更迅速地达到统一的标准，品牌将成为你区分产品的唯一着眼
点。
26. On the other hand, if consumers are smart and are really buying what the band is
rather than (buying) what the brand image is, that will make the brand less important.
另一方面，如果消费者聪明理智，确实只购买货真价实的品牌产品，而不使追逐
徒有虚名的品牌形象，品牌就不会那么重要。
27. That’s the problem Proctor & Gamble is facing today: branding is more important
today, but the brand itself could become less valuable tomorrow.
这正是宝洁公司目前面临的问题：现在，创品牌比以前更为重要，但品牌自身的
34
价值却可能减少。
28. I want to talk a bit about another trend I see in experiential branding: marketing
toward the employees of a given corporation.
我想谈一点我在体验创品牌中看到的另一趋势：向本公司员工推销产品。 29. There is this notion（观念）of “living the brand”, of truly organizing around the
brand, by creating the right experiences for your own employees.
通过为公司自己的员工创造恰如其分的体验来真正围绕品牌开展活动，以实现
“亲身体验品牌”的理念。
30. So a few years from now branding will be directed toward employees as much as
consumers?
那么，在今后几年中，面向员工的品牌开发会像面向消费者的品牌开发一样吗？ 31. A kind of internal（内在的）branding?
会是一种内部创品牌吗？
32. Right. Business strategy（策略）and branding won’t be two distinct（清楚的） concepts riding on parallel（平行的）tracks anymore.
正是，商业策略和品牌开发不再使两条轨道上并行的截然不同的两个事务。 33. They’ll be intertwined（使纠缠）.
它们会相互交织在一起。
34. Branding will be fully integrated（使成整体）into business operations.
品牌开发会完全融入到企业的运作中。
35. I worked with Abercrombie & Fitch for four years, when they started to turn
around the business, and the first thing CEO Michael Jeffries did was ask every
employee to wear the company’s clothes.
在阿伯克龙比 非奇服装公司开始进行业务转向时，我在那里工作过4年。首席执行官麦克尔 杰弗瑞所做的第一件事情就是要求每位员工穿公司自己生产的服
装。
36. That made a big difference.
效果十分显著。
37. He wanted people internally to believe in the product.
他希望内部员工信任自己的产品。
38. And the people who wanted to work at the company were the people who wanted
those clothes.
想成为公司一员的人都时想买这些服装的人。
39. So quite naturally, a culture can be created that’s very homogeneous（同类的） and still connected with the market they want to serve.
这样就会自然地营造一种氛围：高度一致而且与公司为之服务地市场保持紧密联
系地文化氛围。
35
Period 3 : Section? Maintaining a Shape Eye
Sharing Economic Loss Through Insurance
1. Each minute of the day or night, everyone faces a possible financial(财政上的) loss.
不论白天黑夜，人们时刻都可能遭受经济损失。
2. A home may be destroyed by fire, damaged by lightning (n.闪电) or leveled (vt.夷平) by a tornado(n.龙卷风)
家园可能被大火焚毁，或因雷电袭击而遭破坏，或被龙卷风夷为平地。 3. Personal belongings may be stolen.
个人财务可能被盗。
4.A car may be damaged in an accident, or it may cause injury (n.伤害) to people and property.
汽车可能在车祸中受损或伤人毁物。
5. Income may be lost as the result of the death, disability, or unemployment of a
family wage earner.
挣钱养家糊口的人死亡、致残或失业，就可能使这个家庭失去收入。 6. The chance that a loss of this kind may occur is called an economic risk.
a. that a loss of this kind may occur定语从句修饰chance.
b. Chance: here means probability.
发生这类损失的可能性就叫经济风险。
7. Saving provide one way to take care of financial losses.
储蓄使防范各种经济损失的一种手段。
8. But savings are not the answer to large losses.
但是储蓄无法重大的损失。
9. The best way to guard against large financial losses is though insurance. a. The best way to guard against…though…: 预防…最好办法是…(P142,1) 防范重大经济损失的最好办法是保险。
10. The purpose of insurance is to provide protection against finical losses at a
reasonable cost.
a. The purpose of…to: …旨在（目的是）…(P142,2)
保险的目的是以合理的代价来免除经济损失。
11. This is possible only when the cost of insurance is shared by many people who
face a similar risk.
a. when引导了一个时间状语从句。
b. who 引导了一个定语从句。
c. this is possible only when：只有（P125,3）
只有当面临同样风险的许多人共同分担保险费用时，保险才成为可能。 12. But not all of them are likely to have actual losses at the same time.
但并非所有这些人会同时遭受实际的损失。
36
13. You Buy Insurance from Insurance Companies.
你向保险公司购买保险。
14. Almost 4 800 companies in the United States are in the business of providing
insurance protection.
美国差不多有4800家公司从事提供保险业务。 15. These businesses are called insurance companies.
这些公司叫保险公司。
16. Because most insurance companies operate on a large scale, they provide a way for a large numbers of people to share their losses.
因为大多数保险公司经营的规模都很大，它们为大量的人提供分担损失的渠道。
17. When you buy insurance, you enter into a written agreement with the insurance
company.
买了保险你就与保险公司签定了一份书面协议。 18. This agreement is called a policy.
这个协议叫保险单。
19. The person who buys insurance is the policyholder. 购买保险的人就是保险单持有人或称投保人。
20. According to the agreement, the insurance company promises to pay the
policyholder if certain types of losses occur.
根据这个协议，保险公司承诺，如果发生某些类似的损失，就向投保人赔付。
21. The policy states (vt.声明, 陈述) exactly what losses the company will pay for.
保险单明确阐明保险公司将赔付哪些损失。
22. For this protection, the policyholder makes regular payments to the insurance
company.
为了获得这种保险，投保人定期向保险公司缴纳费用。 23. Each payment is called a premium.
每次支付的费用叫保险费。
24. The premium paid by all policyholders are used to pay those who have losses.
a. paid by all policyholders修饰 premium
b. who have losses修饰those
所有投保人缴纳的保险费就用来赔付遭受损失的人。 25. In this way, a loss that might result in great financial hardship (n.困苦) for one
person or household is shared by many people.
a. that 引导了一个定语从句。
b. result in: cause, have as a result “导致”
这样，就可以由许多人共同分担一个人或一户由于遭受损失所造成的巨大经济困
难。
26. Because only a portion of those insured will actually have losses, premiums are
small compared to the amount of protection provided.
因为只有一小部分被保险人会真正遭受损失，所以与提供担保的金额相比保险费
是个小数目。
27. Many Kinds of Risks Can Be Insured
37
许多种风险都可以保险。
28. Insurance can provide protection against almost any kind of loss.
保险可以防范几乎任何种类的损失。
29. Singers may insure their voices.
歌手可以为歌喉保险。
30. Photographers may insure their negatives.
摄影师可以为底片保险。
31. The owner of a freezer may insure against food loss in case of（万一）a power failure.
冰柜的所有者可以因停电而造成的食物损失保险。
32. A business owner can insure his or her place of business. 企业主可以为其经营场所保险。
33. A business owner can also insure against a loss of profits during a shutdown
following a fire or damaging accident.
a. following: after.
企业主也可以为因火灾或破坏性事故停业而遭受的利润损失保险。
34. However, the kinds of insurance protection that most people buy can be divided into four broad groups: property insurance, liability insurance, life insurance, and
health insurance.
a. can be divided into: 能够被分为 （P 143,4）
不过，大多数人购买的保险可分为四大类：财产保险、责任保险、人寿保险和健
康保险。
35. Property insurance provides protection against possible financial losses resulting from（由…产生）damages to the policyholder’s property. a. resulting from damages to the policyholder’s property：修饰losses. 财产保险为投保人的财产因受损而可能造成的经济损失提供保障。 36. For example, a homeowner can buy insurance against losses resulting form fire
and lightning, windstorm, explosion, riot, aircraft crash, and vandalism. 例如，房主可以购买保险以防范火灾、雷电、风暴、爆炸、骚乱、空难以及恶意破坏造成的损失。
37. Liability insurance protects against financial losses resulting from injuries to other persons or damage to their property.
a. resulting from: (P143,5)
责任保险为因投保人伤及他人或损坏他人财物而造成的经济损失提供保障。 38. Injuries or property damage resulting from an automobile accident are examples.
车祸引起的人身伤害或财产损坏就是这类例子。
39. Life insurance, of course, protects against financial losses resulting from a
person’s death.
人寿保险当然是为因某人死亡而造成的经济损失提供保障。 40. Health insurance protects against financial losses resulting from illness or an accident.
健康保险则是因为疾病或事故造成的经济损失提供保障。
38
Period 3 : Section? Maintaining a Shape Eye
A Survey Report On Owner-Managers in the UK
1. Last week I discussed the reasons for business bankruptcy and concluded that the
ultimate problem often lies in the fact that founders of the business are not cut out ( v.
裁剪出)to start up(开动，发动) and develop their own operations. a. that 引导宾语从句，补充说明concluded.
b. lie in the fact: 事实是… （P162，1）
c. that 引导定语从句，修饰fact.
上周我论述了生意破产的原因并得出结论：根本的问题常常在于公司的创办人并
非天生就适合开创合拓展自己的经营。
2. Sometimes this is due to a lack of knowledge, skill or business experience, and
sometimes to personal weakness.
有时这是由于缺乏知识、能力或经商的经验；然而有时则时由于个人的缺点所致。
3. So let us attempt to analyze the character traits of an entrepreneur.
a. attempt: try to make, achieve 试图，尝试做
e.g. I attempted to read the entire novel in one evening.
那么让我们试着分析一下企业家的性格特征。
4. Although entrepreneurs are a diverse (adj.不同的；相异的) species (n.种类) , there are clearly some common factors.
虽然企业家的性格各不相同，但是他们却明显地具有一些共性。 5. Permit me to quote from the British magazine Entrepreneur. 请允许我引用英国杂志《企业家》的话。
6. “Not all entrepreneurs are cast (v.浇铸)on the same mould（模具）. a. Not + all, both, every etc. : means partial negation.“并非所有、两者、每个…”
e.g. Not every room in the hotel was occupied. (P162,2)
并非所有的企业家都是一个模子造就的。
7. Indeed it would be an extremely dull world if they were.
如果他们真是一个模子造的，那么这个世界就的确会非常乏味了。 8. Almost by definition they defy categorization（n. 分类）. a. defy: V. 不可能做到。
e.g. The situation defies description. 这情形无法形容。 几乎可以确切地说，无法对他们进行分类。
9. Some have a strong sense of humor, some none; some thrive on publicity（n.公开） and adulation（n.奉承, 阿谀）, others are virtual hermits（n.隐士, 隐居者）; some have an overwhelming（adj.压倒性的, 无法抵抗的）need for power, others for creativity; some need the trappings （n.（表示职位的）饰物，服饰）of wealth, others lead very simple lives.
a. thrive: 繁荣，兴旺。
e.g. A business cannot thrive without good management.
有些企业家具有很强地幽默感，有些却一点也没有；有的靠作秀扬名或借助阿谀
奉承发迹，而有的实际上却友隐姓埋名；有的强烈追求权力，而有的却渴望创新；
有的需要财富来光耀门庭，而有的却过着十分简朴的生活。
39
10. Whatever the difference is, there is one factor which all successful entrepreneurs have in common---they and their firms are always in the move.” a. which all successful entrepreneurs have in common修饰factor b. they and their firms are always in the move进一步解释one factor. c. Whatever the difference is, there is one factor…in common：“无论有什么不同，
有一点是共同的… ” (P162,4)
不论差异是什么，有一点则是所有成功企业家共有的，这就是他们与他们的公司
总是在不断变动。
11. It must be appreciated that management skills can be learned, whereas
entrepreneurial ability is a matter of personal flair（才能）, either you have it or you don’t.
a. appreciate 察觉；意识到。
e.g. We appreciate the danger ahead.
b. It must be appreciated that: “必须要懂得…” “必须要意识到…”（P162,3）
必须认识到，管理能力是可以学会的，而企业家的能力则是一种个人天赋，要么
有，要么没有。
12. Business requires both skills, the flair of the entrepreneur, and the solid（固体的，可靠的）competence (能力) of the manager.
企业需要两种能力：企业家的天赋和经营者的实干能力。
13. It is dangerous to generalize (vt.归纳, 概括) but some of the characteristics of the
entrepreneur, in contrast to the manager, are: belief in himself and his business; belief
in wealth and material (adj.物质的, 具体的) gain (n.财物的增加, 财富的获取); and
belief in delegation (n.授权, 委托).
将企业家的的特征概念化是危险的，但与经理人员相对照，企业家还是具有这样
的一些共同的特点：相信自己和自己的事业；相信财富和物质的增益；相信所委
派的群体。
14. Entrepreneurial talent and management skills may not be present in the one
person.
企业家的天赋和管理能力也许步会同时体现在同一个人身上。 15. This may lead to the idea of partnership and, indeed, as the business flourishes and
expands, the creation of a management team.
a. flourish: v. 繁荣，兴隆。
e.g. Jazz flourished in American in the early part of the century.
于是就可能会导致合伙的想法，并且随着生意的兴隆和发展，就会缔造出一个管
理集体。
16. British Entrepreneur encompasses(v. 包围, 环绕, 包含或包括某事物) the
results of a survey of the views of owner-managers of the top 100 entrepreneurial
firms in the UK.
英国《企业家》杂志全面登载了一份对英国排名前100位企业的所有人和经理所持观点的调查结果。
40
17. One of the questions asked was: “ What are the critical(关键的) factors for success?” The answers fall under three main headings:
其中一个问题是：“成功的最关键因素是什么？” 答案可归纳为三个主要方面：
18. Marketing: 营销
19. A unique product; an innovative（adj.创新的）approach; a good fundamental idea;
aggressive（有进取心的） sales and marketing strategies; active selling; quality; price;
heavy marketing investment.
独特的产品；创新的方法；完美的基本理念；富有进取精神的销售和营销策略；
积极的销售；质量；价格；大量的营销投资。
20. Management: 管理
21. Dedicated (adj.专注的) senior management; hard work and commitment (n.委托事项, 许诺, 承担义务) of staff; tight financial controls; cash flow; investment for
the long term; regular views and overhaul (v.检查) of the management structure;
disciplines and cost-effective management of employees; unwavering（adj.不动摇的, 坚定的）and total support from initial backers.
全身心投入的高层管理，员工的努力与责任感；严密的财物控制；现金流转；长
期投资；对管理结构进行定期检查与整合；纪律严明和低成本高效率的雇员管理；
最初拥护者的坚定信念和全力支持。
22. Personal: 个人素质
23. Vision; hard work; concentration; flexibility; persistence; ability to recognize
opportunities.
远见卓识；工作勤奋；专心致志；处事灵活；坚持不懈；善辩机遇。
24. The survey in 1998 reveals somewhat greater academic attainments（成就）but apart from（除…以外）the obvious value of management skills which result from acquiring an MBA, few of these owner-managers saw any relationship between
educational achievements and their current success.
1998年的这次调查显示，学历程度比以前稍有提高。但除了从MBA中学到地管理技能有明显价值外，没有几位所有人和经理看到他们在教育上的成就与他们目
前的成功有任何关系。
25. There is a misconception (误解) that successful entrepreneurs fail a number of
times before making the big breakthrough.
a. There is a misconception (误解) that: 有一种错误的观念…（P162，5） 有一种误解认为成功的企业家在取得重大突破之前都经受过多次的失败。 26. Among these CEOs only 20 percent had started more than one business.
a. CEO: Chief Executive Officer 执行总裁
而这次调查的总裁当中，只有20％的人创业超过一次。
41
27. The average age of the entrepreneurs when they started their first business was 32,
with the youngest starting at 24.
这些企业家最初创业时的平均年龄是32岁，而最年轻的只有24岁。 28. Presumably (adv.推测起来, 大概) they had gained valuable skills and product
knowledge between school and start-up.
我们设想，他们是在学校毕业到开始创业的这段时间就获得了宝贵的技能和有关
产品的知识。
29. On the other hand, the majority had started business which bore no commercial
relationship to their previous employment.
a. On the other hand: 另一方面，相反
另一方面，他们中的大多数人开办的企业与他们从前的职业并没有商业上的联
系。
30. All are rather confusing.
所有这些有点然人费解。
31. Perhaps we should dwell on(凝思; 详细; 论述; 仔细研究)the wisdom of Sir Oliver Goldsmith: “First you must have the appetite(欲望) to succeed----ambition. 也许我们应该领会奥利弗.戈德史密斯爵士的至理名言：“首先你必须有成功的欲
望―――要有雄心。
32. When you have no ambition, you are dead.
如果你没有雄心，你就完了。
33. You have to be willing to work.
你必须愿意工作。
34. You have to be ready to let go of a smart, safe, socially acceptable job in pursuit of
your objective.”
为了追求你的目标，你必须放弃时髦的、安全的和社会地位高的工作。
42
Real WTO Challenges for China Will Be Cultural
1. Much talk can be heard in China about the economic advantages and disadvantages,
opportunities and challenges China will face after its entry into the World Trade
Organization (WTO).
在中国，可以听到许多人在议论入世后中国所面临得经济上的利于弊以及可能带
来的机遇与挑战。
2. There has been very little discussion, however, on the potential impact (碰撞、影响) on Chinese culture, which seems to be far more important, once China enters the
WTO
但一个似乎更为重要得多的问题，即入世对中国文化的潜在影响却无人问津。
3. After China’s accession to the WTO, a basic requirement set for the country---or a basic obligation（义务） the country should meet---is that China must observe（遵守） a series of international rules under the WTO.
a. set for the country: 过去分词短语修饰a basic requirement。 中国入世以后，对中国的一项基本要求，或中国面临的一项基本义务。是必须遵
守世贸组织的一系列国际规则。
4. That is, China economic activities and international exchanges must follow the
rules of the world.
也就是说，中国的经济活动和国际贸易必须遵守世界规则。 5. The WTO rules were formed during years of development of a market economy, so
they embody（体现、包含）the culture of a modern market economy, which is the most
advanced culture in the current world.
世贸组织的规则是在多年市场经济的发展过程中形成的，因此它体现的是现代市
场经济的文化，即当今世界最先进的文化。
6. Such an economic culture can help eliminate（除去） poverty, foolishness and bring
about wealth.
这种文化有助于消灭贫困和愚昧，并带来财富。
7. In this sense, it is no exaggeration at all that China’s entrance into the WTO means
it has stepped into the modern global civilization.
a. it is no exaggeration at all that: …是一点也不夸张的。….是毫不夸张的。（P185，1）
从这个意义上看，说中国进入世贸组织意味着踏进了现代全球文明并不夸张。 8. However, the modern market economic culture is somewhat （adv.稍微, 有点, 有些）incompatible (adj.性质相反的, 矛盾的, 不调和的) with both the traditional
Chinese views as a society and the Chinese theory of planned economy formed during the past 50 years.
但是，这种现代市场经济文化与中国传统的社会观念以及中国在过去50年里所形成的计划经济理论却不相容。
9. The challenges China now faces after entering the WTO really start here, and are
characterized by the following aspects:
a. are characterized by: ...的特点在于,...的特点是
中国入世后所面临的挑战就此才真正开始，其特征如下诸多方面。
43
10. Attack on monopoly（n.垄断）culture.
冲击垄断文化。
11. Monopoly is an important feature of a planned economy, in sharp(明显的) contrast with competition under a market economy.
a. in sharp contrast with competition: 介词短语做比较状语。“与竞争形成鲜明
对比”
b. under a market economy：修饰competition.
垄断是计划经济的一个重要特征，它与市场经济下的竞争形成鲜明对比。 12. Monopoly is not allowed under WTO rules.
世贸组织的规则是禁止垄断。
13. The WTO takes it as a given fact that an anti-monopoly stance（n.态度、立场） shows human civilization and progress.
a. it : 形式宾语。真正的宾语是后面的that从句。
世贸组织当然不言而喻地会认为反垄断地观点体现了人类文明和进步。 14. It seems that monopoly will bring people poverty, backwardness, and corruption （n.腐败）.
看来，垄断会给人们带来贫穷、落后和腐败。
15. To break up the monopoly in administration will be a restructuring（更改结构, 重建构造）process in all economic sectors.
a. To break up the monopoly in administration: 不定式做主语。 打破行政垄断将是各个经济部门重新进行结构调整的过程。
16. Therefore, the effort surely will shake (动摇) the privileges（n.特权）and vested （adj.既定的）interests of some departments and groups.
因此，这种努力必将会动摇一些部门和人群的特权和既得利益。 17. However, it will also promote economic development and social progress,
improve ethic （n.伦理；道德）levels and raise competitive awareness of the nation,
along with enhancing （vt.提高, 增强）enterprises’ capability in participating in
international competition.
然而，它也会促进经济的发展和社会的进步，提高道德标准和全民族的竞争意识， 同时增强企业参与国际竞争的能力。
18. Attack on official-based culture.
冲击吏治文化。
19. Under the planned economy, Chinese culture has been based on official ranks（等级）.
在计划经济之下，中国文化是以官阶为核心的。
20. The basic shortcoming of it is a “big government” for a “small society”. 其基本的缺点是“大政府小社会”。
21. Following China’s entrance into the WTO, the greatest challenge the country faces is the transformation of the government’s functions.
a. Following China’s entrance into the WTO: 过去分词短语做时间状语。 b. the country faces: 定语从句修饰challenge
随着中国的入世，中国所面临的最大的挑战是政府职能的转变。
44
22. The fairness, transparency（透明度）, marketization and deregulation（n.缩小国家对经济干预的范围）of control are the basic WTO requirements for each
government.
公平性、透明度、市场化和缩小国家对经济干预的范围是世贸组织对每个成员国
政府的基本要求。
23. In transforming governments’ functions, the most complicated and most difficult
task is to transform its primary（adj.第一位的, 主要的）function form control into
service.
在转变政府职能中，最复杂、最艰巨的任务是将其控制职能转变为服务职能。
24. Attack on infringement（n.违反, 侵害）culture.
冲击侵犯权力的文化。
25. Great difference exist between the culture that infringes on rights formed under a
planned economy and a culture that respects rights formed under a market economy. 计划经济下形成的侵犯权力的文化与市场经济下形成的尊重权力的文化之间有
着天壤之别。
26. The conflict ( 冲突) between the two kinds of culture will become sharper and
wider after China’s WTO entry.
在中国入世之后这两种文化的冲突将变得更加尖锐和广泛。 27. For example, the piracy （n.侵犯版权, 非法翻印）problem has affected nearly all
people.
例如盗版问题已影响到几乎所有的人。
28. One reason is that a planned economy has provided a relatively relaxed（adj.不严格的, 不拘束的）social environment and favorable（起促进作用的）public opinion about pirates.
原因之一就是计划经济为盗版提供了一个相对宽松的社会环境和有利的社会舆
论。
29. Efforts are needed from all sides in fighting against piracy, and anti-piracy
objectives can be realized only by cultivating （培养）citizens’ copyright（版权） awareness and strengthening（加固）punishment of law-violators.
与盗版作斗争需要各方面的努力，只有通过培养公民的版权意识，加大对违法分
子的惩处力度，反盗版的目的才有可能实现。
30. Great changes have taken place in people’s minds in the 20-odd years of reform
and opening-up.
a. Great changes have taken place: 发生了巨大变化。(P185,2)
在20多年的改革开放过程中，人们的意识发生了巨大的变化。 31. However, some traditional ideas formed under the planned economy still linger (v. 逗留, 闲荡).
但是，一些在计划经济下形成的传统观念依然在耳边萦绕。 32. For instance, if someone acquires wealth, people may think of corruption (n.腐败) bribery (n. 贿赂) and nepotism (n.裙带关系).
例如，看到有人发财了，人们就会想到腐败、贿赂和裙带关系。 33. Also people sometimes discriminate (v.歧视) against privately-owned or
45
collective（adj.集体的）companies.
人们有时也歧视私有企业或集体企业。
34. All this result from the idea of belittling（vt.轻视）commerce in traditional Chinese culture, and also in people’s attempts to seek balance in mind.
所有这些都源于中国的传统文化的轻商观念，也源于人们力求寻找心理上的平
衡。
35. What we should do now is to change the outdated ideology (n.意识形态) and create a favorable policy, public opinion and social environment for privately-owned
or collective companies.
a. What we should do now is: 我们现在应该做的是…主从。(P185,3) 我们现在应该做的是改变过时的意识形态，为私有企业或集体企业制定优惠政策、争取公众舆论的支持、营造有利的社会环境。
36. Only in this way can Chinese enterprises improve their competitiveness and avoid
being beaten by foreign competitions after China’s accession to the WTO.
a. Only in this way: 只有用这种方法…(P185,4)
唯有如此，中国企业才能提高其竞争力，避免在入世后被国外竞争者打败。
37. To sum up, the economic transformation after China enters the WTO will surely
bring about a transformation in culture.
总之，中国入世后，经济的变革必定会引起文化的变革。 38. The cultural transformation will be more complicated and difficult than the
economic transformation.
而文化的变革比经济的变革更复杂、更艰巨。
39. China has now opened its door to accept modern civilization.
中国现已敞开大门接受现代文明。
40. Historical experiences have taught the Chinese not to close the door in the face of
challenges.
历史的经验教会中国人面对挑战不能闭关锁国。
41. Globalization is an irreversible (adj.不能撤回的, 不能取消的) trend, no country can side-step (逃开、避开) the culture changes brought about by international
competition and cooperation.
全球化趋势不可逆转、任何国家都不能回避国际竞争和合作所带来的文化上的变
革。
46
浙公网安备 33021202002483