-
Unit 2
１
.
As well as organizing and supervising
the work of their subordinates, they have to work
with people
in other areas and
functions.
除了组织和监督他们下属的工作之外，他们还必须与其他领域和
职能部门中的人们一起工作。
２
.
It
is
generally
the
job of a company‘s top
managers
to consider
the
needs of
the
future, and
to take
responsibility for innovation, without
any organization can only expect a limited
life.
一般来说，公司的最高层经理的工作是考虑未来的
需要和对创新负责，没有这些工作，任何机构存在的时
间都不会很长。
< br>
３
.
Top
managers
also
have
to
manage
a
business‘s
relations
with
customers,
suppliers,
distrib
utors,
bankers,
investors,
neighboring communities, public
authorities, and so on, as
well as deal
with any
major crises which arise.
高层的
经理也必须处理公司与客户、供给商、经销商、银行家、投资者、相邻社区和地方当局的关系，同
时还要处理可能出现的任何重大的危机。
４
.
Drucker,
for
example
wrote
nearly
30
years
ago
that
?
Altogether
this
entire
book
is
based
on
the
proposition that the days of the
―intuitive‖ manger are numbered,‘
meaning that they were coming to
an
end.
例如，德鲁克在差不多
30
年前写道，
―
总体来说，这本书是根据
?
凭直
觉的
‘
经理存在的时间不长了的命题来
写的，意思是这种日子即将结束了
‖
。
Unit 9
１
.
Thus
services,
activities,
people
(politicians,
athletes,
film
stars),
places
(holiday
resorts),
organizations
(hospitals, colleges, political
parties) , and
ideas , as
well as physical objects offered
for sale by retailers, can be
considered as products.
这样，服务、活动、人（政治家、
运动员、电影明星）
、地方（度假胜地）
、组织（医院、学院、
政党）和
想法，还有由零售商降价销售的实在的物品，都可以认为是产品。
２
.
The major producers of soap powders,
for example, are famous for their multi-brand
strategy
, which
allows them
to compete in various market segments , and to
fill shelf space in shops, thereby leaving
less room for competitors.
例
如，肥皂粉的主要生产商以他们的多品牌策略而出名，这一策略允许他们在各种各样的细分市场中进行
竞争，把他们的产品填满商店的货架，因而给竞争者留下更少的空间。
３
.
Since
different
products
are
always
at
different
stages
of
their
life
cycles,
with
growing,
stables
of
declining
sales
and
profitability,
and
because
markets,
opportunities
and
resources
are
in
constant
evolution,
companies are always looking to the future, and
re-evaluating their product mix.
由于不同的产
品总是处于它们生命周期的不同阶段，销售和收益总是从增长、稳定到下降；也因为市场、
机会和资源经常的处在发展变化中，公司总是着眼未来并不断地重新评价它们的产品组合。
４
.
Y
et
most product
lines
have a
tendency
to
lengthen over time, as companies
produce
variations on
existing items, or add additional items
to cover further market segments.
然而，由于
公司生产现有品种的变体，或者增加附加品种进一步覆盖细分市场，大多数产品系列的寿命有
随着时间延长的趋势。
５
.
Line-stretching
means
lengthening
a product
line by
moving either
up-market or down-market,
i.e.
making items of higher
or lower quality
.
产品系列延伸指的是通
过向市场高端和低端发展，即生产更高或更低质量的产品来延长一种产品系列。
６
.
Y
et
such
moves
many
cause
image
problems:
moving
to
the
lower
end
of
a
market
dilutes
a
company‘s
image
for
quality
,
while
a
compa
ny
at
the
bottom
of
a
range
may
not
convince
dealers
and customers that
it can produce quality products for the high end.
然而这种变动可能引起形象上的问题：往市场低端发展削弱了公司重视质量的形象，而一
个排位在最后的
公司不大可能说服经销商和消费者相信它能够生产高端的高质量产品。<
/p>
７
.
Line-filling---adding further items in
that part of a product range which a line already
covers---might
be done in order to
compete in competitors‘ niches, or simply to
utilize excess production
capacity
.
产品系列填补<
/p>
---
在已经覆盖市场的系列产品中增加新的产品项目
---
可能为了在竞争对手的缝隙市场进行竞
争，
或者只是为了利用多余的生产能力。
Unit 10
１
.
The
?selling
concept‘ assumes
that resisting consumers
have to be persuaded by
vigorous
hard-
selling techniques to buy non-essential
goods or services.
?
销售概念
‘
假定不主动购买的消费者必须通过硬行推销技术的说服才会购买非基本
的货物或者服务。
２
.
The
?marketing concept‘, on the contrary
,
assumes that the producer‘s task is to find
w
ants and
fill them.
另一方面，
?
营销概念
‘
假定生产商的任务是找出需求并且满足它们。
３
.
Marketers are consequently always
looking
for
market opportunities
–
profitable possibilities
of
filling
unsatisfied
needs or creating
new ones
in
areas
in
which
the company
is
likely to enjoy a
differential advantage, due to its
distinctive competencies ( the things it does
particularly well).
因而，营销人员总
是在寻找市场机会
—
填补还没得到满足的需要，或者是在因为公
司的突出能力（即
它特别擅长的事情）而有可能具有领先优势的领域中创建新需要的那些
获利可能性。
４
.
The
company
must
also
take
account
of
the
existence
of
competitors,
who
always
have
to
be
identified, monitored and
defeated in the search for loyal customers.
公司也必须考虑到在发展忠实的客户过程中存在着一些总是不得不被识别、监控和击败的竞争者。
５
.
They
collect
and
analyze
information
about
the
size
of
a
potential
market,
about
consumers‘
reactions to
particular product or service features, and so on.
他们收集并且分析关于潜在市场的规模，关于消费者对某一产品或服务特点的反应等信息
。
６
.
Once
the
basic
offer,
e.g./
a
product
concept,
has
been
established,
the
company
has
to
think
about the marketing
mix, i.e., all the various elements of a marketing
program, their integration ,
and
the
amount
of
effort
that
a
company
can
expend
on
them
in
order
to
influence
the
target
market.
一旦
确定了基本的想法，
，即产品概念以后，公司就必须考虑总营销策略，即，一个营销计划
的各构成
部分，它们之间的结合，以及一个公司为了影响目标市场所能作出的努力。
７
.
Promotion
groups
together
advertising,
publicity
,
sales
promotion,
and
personal
selling,
while
price
includes
the
basic
list
price,
discounts,
the
length
of
the
payment
period,
possible
credit
terms, and so on.
促销集
中了广告、宣传、促销
,
和人员推销；而价格包括基本价目表所
列出的价格、折扣、付款时期的
跨度
,
可能的信用条款
,
等等。
８
.
It
must
be
remembered
that
quite
apart
from
consumer
markets
(in
which
people
buy
products
for
direct
consumption)
there
exists
an
enormous
producer
or
industrial
of
business
market,
consisting of all the individuals and
organizations that acquire goods and services that
are used in
the production of other
goods, or in the supply of services to others.
必须记住，除了消费品市场（在其中人们为直接消费而购买产品）之外，还存在一个包括所有购
买用
于生产其他商品或用于向别人提供服务的货物和服务的个体及有组织的、巨大的生产
者市场，称为工
业品市场。
Unit
13
１
.
In accounting,
it
is always assumed
that a
business
is a ?
going
concern‘
i.e.
that
it will continue
indefinitely
into
the
future
---
which
means
that
the
current
market
value
of
its
fixed
assets
is
irrelevant, as they are
not for sale.
在会计中，总是假定一家公司是
―
持续经营
‖
，即是说，它将无限期地
继续下去
---
这意味着，它的固定资
产当前的市价是不相关的，因为它们（固定资产）不是要出售的。
２
.
In
times of inflation, this understates the value of
appreciating assets such as land, but overstates
profits as it does not record the
replacement cost of plant or stock or
inventory
.
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