rod-fragmented
Chapter 1 Government and Trade
Exercise 1
1)
Trade will top the EU
’
s
agenda at this summit.
2)
Hillary
Clinton
has
promised
to
review
trade
agreements
every
five
years
and
amend
them
where
necessary.
3) The agreement is about
putting a textile-import monitoring system in
place for 2008 to replace
the annual
cap imposed on imported Chinese textiles since
2005.
4) China Investment Corp (CIC) is
a sovereign wealth fund.
5)
They are not sure about how the fund will
operate
....
6)
The European Council, the European Commission, the
European Parliament
7)
“
institutional-complexity
issue
”
refers to the
following problems:
a. the member states do not always
agree;
b. there
is also policy disagreement among the
EU
’
s various institutions;
c. even within
one institution, its various departments may also
find themselves in disputes
EU
’
s
self-imposed obstacles:
a. the institutional complexity
b. the absence
of a central authority
c. fickle priorities
8)
“
fickle
priorities
”
means one is
changeable about what is the most important or
what he or she
should focus on.
9)
“
h
ackles
”
means
anger.
A
meeting
in
September
between
Angela
Merkel,
chancellor
of
Germany, and
Tibet’
s exiled leader, the Dalai Lama,
brought about anger in China.
Exercise
2
1)
F,
2) T,
3) T,
4) F,
5) F,
6) F,
7) F,
8) F,
9) F,
10) F
11) T
12) T
Exercise 3
1)
双边关系；欧元区；主权财富基
金；贸易协定；贸易法案；惹怒；经济关系；汇率；货
币政策；升温
2)
current-
account surplus; election campaign; member states;
aside from; export subsidies; hang
over; consumer perception; on behalf
of; intellectual property; foreign takeover
Exercise 4
1)
Interest
and
attention
on
the
new
EU-Russia
trade
agreement
gained
momentum
after
EU
leader
s’
travel
to Russia in May in an attempt to resolve their
differences across a range of
issues.
2)
He
sat
down
and
fired
off
a
furious
letter
to
the
Indian
government,
describing
a
radical
change
of the US policy towards textile imports.
3)
The Republican
leadership in the U.S. government will soon lift
its cap on cigar imports from
Cuba,
replaced by a monitoring system which will be put
in place for 2008.
4)
This
renowned
economist
proposed
that
the
Finnish
government
set
up
a
sovereign
wealth
fund, modeled on
China Investment Corp (CIC).
5)
Before the
bilateral free-trade agreement these two countries
reached in 2007, their strategic
sectors, such as cotton and woolen,
electronics, mining, car producing, etc. had been
off limits
to foreign investors.
6)
“
Aside from the technical
difficulties, there are heavy financial and
political costs associated
with the
measures necessary to reduce the emission of
greenhouse gases,
”
said an
expert at
this
year
’
s Sino-Korea summit.
7)
As
negotiations continued last night in Tokyo,
Japanese government officials said they were
hopeful
they
could
pull
off
a
summit
with
China
in
Beijing
but
stressed
nothing
had
been
finalized.
8)
In a previous career, I spent many
years negotiating on behalf of the EU with the
Russian and
Chinese
governments
on
everything
from
Siberian
overflight
rights
to
the
terms
of
China
’
s
accession to the World Trade
Organisation.
9)
Mexico
and
the
US
squabbled
over
poultry
imports,
which
may
disrupt
the
lifting
of
the
agricultural tariffs
under the North American Free Trade Agreement.
10)
Asia-Pacific
Economic
Cooperation
(APEC)
Business
Forum
2007
will
take
place
shortly
before the WTO
ministerial conference in Hong Kong next month.
Exercise 5
1)-5) Russian;
bilateral; accession; little; supplies;
6)-10) issued; political; domestic; EU;
sectors
Exercise 6
那么，
这届中欧峰会成功吗？这当然取决于与会者如何定义成功，
但根据最乐观的看
法，
欧盟谈判代表可能只带着一点小成果回家。
除了来自中国方面所预料之内的阻力，
代表们还
有来
自欧盟自身的障碍需要克服。首先，欧盟体制的复杂性使该组织很难以一个声音说话。
成
员国之间并不总是意见一致。如何才能制定正确的货币政策，法国和德国一直争执不下。
这种分歧影响了欧盟采用什么方式管理欧元兑人民币汇率。
此外，
欧盟各机构之间也有政策
分歧，这包括欧洲理事会，欧盟委员会和欧洲议会。最近，就
在欧盟委员会内部，各部门之
间就发生了一场公开的争论，关于是否取消对从中国进口的
节能灯泡征收反倾销税。
具体的表现有：
在这次峰会上，
欧洲方面将由欧洲理事会主席葡萄牙总理若泽·
苏格拉
底，欧盟委员会主席巴罗佐·若泽·曼努埃尔，和曼德尔森先生分别代表。更
甚的是，欧元
区代表将不为英国这种未加盟欧洲国家代言，
而法
国总统尼古拉·
萨科奇则预计在此次峰会
前不久做出自己的北京
之行。
由于所有这些访客形形色色，
如果中方揣测该与哪位谈判，
这会是情有可原的。
欧盟的
确没有中央集权制，
这也就意味着该机构缺乏能力，
< br>难以就议程包罗的不同问题加以权衡和
取舍。
如果设有一
位至高无上的谈判代表，
他就能正视议题，
譬如在纺织品谈判中
采取较温
和的立场，
以换取中国在货币政策或出口补贴方面更大
胆的让步。
但由于欧盟的各个机构分
别负责不同议题，要与中方
在诸如此类的问题上达成交易则会困难重重。
Chapter
2 Products and Pricing
Exercise
1
1.
Wal-Mart
began
selling
the
product
for
a
very
low
price
and
the
super-
cheap
gallon
jar
cannibalized
Vlasic’s
other
channel
s
and
shrank
its
margins
by
25%.
When
Vlasic
asked
for
pricing
relief,
Wal-Mart
responded
by
refusing
an
immediate
price
increase
and
reviewing
its
commitments to the line. Vlasic had
filed for bankruptcy.
2. The crucial
disparity is in strategic perspective. Vlasic used
a short-term sales strategy. Nike, on
the other hand, positioned itself for
the long term.
3. With scanner data,
managers can see that price reductions coincide
with sharp increases in sales
to
consumers.
4. Changes in consumer
behavior; diluted brand equity; competitive
response.
5.
This
difference
can
be
ascribed,
in
part,
to
the
fact
that
weekly
data
recognize
increases
in
purchases but ignore
subsequent competitive price reactions and changes
in consumer behavior.
Nonetheless, the
increased availability of short-term data
dramatically affects perceptions of the
value of promotions.
6.
First, advertisers who test their ads in the
market can isolate the campaigns that will
increase
revenues over the long term,
since advertisements that are successful in the
short run also have a
positive
long-
term effect. Second, even
campaigns that don’t do much to boost sales can
increase
margins by differentiating
brands and thus allowing companies to raise
prices.
7.
Increases
in
the
length
and
variety
of
a
product
line
play
a
major
role
in
boosting
a
brand’s
baseline sales. Moreover, increased
product-line variety and distribution in leading
retailers reduce
consumers’ sensitivity
to price.
8.
Quantity and price premiums reflect a
brand’s long
-term health. If both
increase, demand and
margins will be
higher-along with brand equity and profits. If
consumers pay less of a premium
for
the
brand
and
baseline
demand
is
decreasing,
then
the
brand
is
headed
in
the
wrong
direction-and the firm has a problem.
9. Armed with long-term metrics, firms
and analysts can assume a longer-term perspective
on the
brand, leading to improved
profitability.
10. Short-
term decreases reflect the time it takes for
consumers to acclimate to the price changes
and respond to the advertising. Without
long-term brand-health
measures, the
analyst
may have
come to a
misleading conclusion about the value of the
brand.
Exercise 2
2)
F,
2) F,
3) T,
4) F,
5) F,
6) T,
7) T,
8) T,
9) F,
10) T
Exercise 3
1
）
consumer-goods
消费者商品
discount
retailers
折扣零售商
brand equity
品牌资产价值
advertising budget
广告预算
real-time
sales data
现时销售数据
sales promotion
促销
profit margin
赢利
scanner data
扫描数据
2
）溢价
price premium
基线销售
baseline sales
减价
price reductions
广告支出
advertising spending
营销组合
marketing mix
加量
quantity premium
产品数量（种类）
product quantity (variety)
美元分配
allocation of dollars
Exercise 4
1)
The
government
has
allocated
$$
0.1
billion
to
the
development
and
utilization
of
renewable
energy in rural
areas.
2)
We
should
not
develop
the
Western
region
at
the
expense
of
environment.
Therefore
the
government
has
been
following
a
sustainable
development
road
attaching
equal
importance
to
economic development and
environmental protection.
3)
As
a
big
responsible
nation,
China
will
strictly
abide
by
the
WTO
rules
and
honor
its
commitments.
4)
The
rapid
growth
in
China’s
grain
production
can
be
ascribed
to
the
fact
that
the
Chinese
government has
implemented a series of reform policy and measures
in the rural areas, such as
raising the
prices of grain purchased by the state.
5)
In
the
globalization
era,
not
all
countries
play
on
the
level
playground.
Some
developing
countries
have
to
adhere
to
some
marketing
principles,
or
even
accede
to
the
requests
of
some
governments.