-
商务英语
Lesson 1
：
Getting
Started
成立公司
W:Let's review our start-up plans. When
do you
think
we
will
be
able
to
move
into
our
new
office?
L:Well,
we
can
move
in
any
time
after
July
first,
but moving in and
actually getting started are
two
different things.
W:Good point. Anyway,
I have our new marketing
manager,
Helen Parker, helping us get set up.
L:What is she doing?
W:She's
overseeing the purchase
of
equipment
and
so forth.
L
：
Does
she
have
a
background
in
that
sort
of
thing?
W
：
As
a
matter
of
fact,
it
turns
out
she
practically
ran
her
last
company,
from
marketing
to
finance.
L:I'm looking
forward to meeting her.
W:Have you
begun to investigate factories? I'm
so
glad we aren't going to try to run our own
factory at first.
L:Yes,
I've started. And I've found some good
people
for
R
and
D,
too.
Then
there
are
the
art
people
designing our logos-
W:Oh, no! Millions
of details: logos, slogans,
letterhead, name cards . . .
L:You thought setting up a company was
going to
be easy?
Lesson 2
：
Quality
Control
品管
L
：
We're
having
some
quality-control
problems,
Jim.
We need to go to the
source to work them out.
J:What
problems are you having, exactly?
L:The
complaint rate for our new product line is
very high, almost seven percent.
J:That's high.
L:Yes. We
keep finding problems when testing the
boards.
J:But
your
promotional
materials
claim
the
boards
are
the least expensive of their type on the
market.
L:The least
expensive, but still fully
functional.
And
we
think
that
your
factory
needs
to take measures to
improve quality control.
J:That will
involve additional expenses for us,
which
we'll
have
to
pass
on
to
you
as
a
rate
hike.
L:I'm afraid that's unacceptable. Your
contract
says that you will deliver a
product with a
reject rate of less than
five percent.
J:Well,
I'll
tell
you
what,
Mike.
I'll
review
the
contract and talk with
management. Then we'll
get together and
hash this out.
W
：我们再看一遍我们的初步计划。你想什么时候我们
可以搬进新的办公室？
L
：七月一号之后我们随时可以搬进
去，不过搬进去和
实际开始工作是两回事。
W
：说得好。无论如何，我会要我们新任的市场经理，
< br>
海伦
_
派克帮忙我们打点一切
。
L
：她是做什么的？
W
：她监督机器设备的采购等等。
L
：她有那方面的背景吗？
W
：事实上，她上一个公司从行销到财务，实际上都是
< br>
她在运作的。
L
：我期待认识她。
W
：
你开始调查工厂了吗？我很高兴我们没有先试图设
立自己的工厂。
L
：是的，开始了。我也替研发部门
找了些好人才。然
后有一些美术人员设计我们的商标——
W
：噢，天哪！有好多的细节：商标
，标语，信头，名
片……
L
：你觉得创立一间公司会容易吗？
L
：吉姆，我们有一些品管的问题。
我们必须找出问题
根源并设法解决。
J
：你们究竟有什么问题？
L
：我们新产品的抱怨率非常高，几乎高达百分之七。
< br>
J
：的确很高。
L
：没错。我们测试声卡时一直发现问题。
J
：
可是你
们的促销材料要求这种声卡必须是市场上同
类型产品中最便宜的。
L
：是要最便宜，但仍要有完备的功能。我们认为你们
工厂需要采取措施来改善品管。
J
：那意味我们会有额外的开销，而
我们会把价格增加
部分转嫁到你们身上。
L
：恐怕我们无法接受。你们的合约上说你们会以低于
百分之五的瑕疵率交货。
J<
/p>
：嗯，
L
我跟你说，我会再看一遍合约，
并和管理部
门讨论。然后我们会一起讨论解决这个问题。
Lesson
3
：
Production Problems
产品问题
G:We're
going
to
have
a
problem
meeting
the
budget
for the production
of our new sound board.
L:How much of a
problem?
G
：
Well,
it
seems
that
we
underestimated
the
costs.
According to the factory, it will cost
about
eight percent more than initially
projected.
L
：
Let
me
see .Looking
at
this,
if
my
calculations
are
correct,
we
are
about
three
thousand
dollars
over budget?
G:That's right.
It's going to cost about three
G
：我们拨给新声卡产品的预算会有问题。
L
：问题有多严重？
G:
看样子我们似乎低估了成本。根据制造厂商的说
法
,
成本会比原先计划的还高出百分之八。
L
：我看看……看
这状况，假如我算得没错，我们大约
比预算多出了三千美金。
G
：是的。大约要多花三千元来完成第一批订单。
thousand more to complete the first
order.
L:I see...
G:But if
sales go as well as they should, that's
still well within our profit margin.
Proceeds
from
sales
of
the
first
order
will
easily
cover
the cost of the second
order.
L:In
other
words,
you
only
need
a
budget
increase
for the first
order.
G:Exactly.
After
that,
the
product
should
finance
itself.
L:OK. Well, you
know, all major budget decisions
must
be approved by our CEO and the financial
officer.
G:Yes, I know. But
I thought that if I could get
your
support
first,
it
might
make
getting
approval easier.
L:Well, you've got my support on this.
I'll see
what I can do to get the top
brass to agree.
Lesson 4
：
Advertising
广告
H:We
want
to
use
the
right
marketing
mix
to
reach
our target market.
L:Certainly. We've done some tactical
planning
already. We think we've come
up with a good
plan.
H:What
media do you plan to use?
L:Well,
taking into account the image you want
to project, we've asked our copywriters
to
prepare copy for computer magazines
and the
Internet first.
H:So
that
way,
our
advertising
dollars
would
be
focused
on
people
we
know
are
computer
users.
L:Yes. We'll also run
billboard and newspaper
ads to help
create broad brand recognition.
H:Will
there be any direct mail?
L:No. That
would not be correct for a
manufacturer
like
you.
Leave
that
to
the
retailers.
H:Good point. Please prepare a more
detailed
proposal,
and
then
I'll
pitch
it
to
the
higher-ups.
L:Great. We'll
get started right away.
L
：我明白了……
< br>G
：不过假如销售状况有应有的表现，那就仍在我们的
获利范围之内。
第一批定单的营收将会很容易就抵
过第二批定单的成本。
L
：换句话说，你只需要增加第一批定单的预算。
G
：完全正确。之后，产品本身就可
以获利，不需要再
增加预算。
L
：好的，你知道，所有主要的预算决策需要总裁及财
政主管的批准。
G
：是的，我知道。只是我觉得如果我能先取得你的支
持可能会比较容易得到批准。
L
：嗯，你已经得到我的支持了。我
会看看有什么方法
可以让高层主管同意。
H
：我们想要使用正确的行销媒体来达到市场目标。
L
：当然。我们已经完成一些战略计
划。我们认为我
们已经提出一项不错的计划。
H
：你们准备使用何种媒体？
L
：考虑到你们想要表现的形象，我们已要求撰写文
< br>
案的同事准备好计算机杂志稿及网际网络用稿。
H
：这样
一来，我们的广告花费就会针对在，如我们
所知，计算机使用者身上。
L
：是的。我们还同时刊登广告看板及报纸广告来帮
助创立明显的品牌识别。
H
：会有任何广告邮件吗？
L
：没有。对像你们这样的制造商来说，那并不是正
确的作法。把这种方式留给零售商吧。
H
：说得没错。请准备一份更详细的
提案，然后我会
把它推销给高阶主管。
L
：太好了。我们马上准备。