-
Unit 1
When faced with both
economic problems and increasing competition not
only from
firms in the united states
but also from international firms located in other
parts of the
world, employee and
managers now began to ask the
question
：
what do we do now?
although this is a fair
question, it is difficult to answer. Certainly,
for a college student
taking business
courses or be beginning employee just staring a
career, the question is
even
more
difficult
to
answer.
And
yet
there
are
still
opportunities
out
there
d=for
people who are willing to work hard,
continue to learn, and possess the ability to
adapt
to change.
当面对不仅来自美国的公
司而且来自位于世界其他地方的国际公司的经济
问题和日益激烈的竞争时，员工和经理现
在开始要问一个问题：我们要做什么？
虽然这是一个很清晰的问题，但是它是很难回答的
。当然，对于一个正在谈论商
务课程的大学生或者一个刚开始职业生涯的员工来说，这个
问题更难回答。但目
前仍然有许多机会给那些愿意努力工作，继续学习并且拥有适应变化
的能力的
人。
Whether
you want to obtain part-time employment to pay
college and living expense,
begin
your
career
as
a
full
–
time
employee,
or
start
a
business,
you
must
bring
something to the table that makes you
different from the next person . Employee and
our capitalistic economic systems are
more demanding than ever before. Ask yourself:
What can I do that will make employee
want to pay me a salary? What skills do I have
that
employers
need?
With
these
questions
in
mind,
we
begin
with
another
basic
question: Why study
business?
There are at least four quite
compelling reasons.
无论你想获得可以用来支付大学和生活开销
的兼职，作为一个全职员工开始
你的职业生涯，或者创业，你都应该拿出可以让你不同于
其他人的东西。雇主和
我们的资本主义经济体系比以往更加苛刻。问问你自己：我怎样做
才能让我的雇
主愿意支付我一份薪水？我拥有什么技能是雇主所需要的？在脑海里带着这
两
个问题，我们开始另一个基本的问题：为什么学习商务。
这里有四个令人完全信服的理由。
For help in choosing a career
What do you want to do with the rest of
your life? Someplace, sometime, someone
probably has asked you this same
question. And like many people, you may find it a
difficult
question
to
answer.
B
y
studying
business,
you
will
be introduced
to a
wide
array
of employment opportunities. In private
enterprise, these range from small, local
businesses owned by one individual to
large companies such as American Express and
Marriott
International
that
are
owned
by
thousands
of
stockholders.
There
are
also
employment opportunities with federal,
state, county, and local governments and with
not-for-profit organization such as the
Red Cross and Save the Children.
一
.
在职业选择上的帮助：
你希望用你剩
余的生命做什么事？某地，某时，某人也许问过你这个同样的
问题。
然而就像许多人，
你会发现这是一个很难回答的问题。
通过
学习商务知识，
你将被引入到一个广泛的就业机会，在私营企业中，范围是从由个人所拥
有的小
型、本地企业到比如美国运通公司或者万豪国际集团这些由成千上万的股东共同<
/p>
拥有的大型公司。在联邦，州，县，以及地方政府部门与非营利组织如红十字会
和救助儿童会等同样有着就业机会。
One
thing to remember as you think about what your
ideal career might be is that a
person’s choice of a career
ult
imately is just a reflection of what
he or she values and
holds
most
important.
What
will
give
one
individual
personal
satisfaction
may
not
satisfy
another. What you choose to do with your life will
be based on what you feel is
most
important. And the you is a very important part of
that decision.
有一件事要记住，当你在思考你的最理想的职业是什么
的时候，就是一个人
对于职业的选择，最终只是反映出他或她的价值观和认为最重要的事
。能够令一
个人满意的可能没办法使其他人也满意。你在生活中所选择去做的将基于你觉
得
最重要的是什么。所以
“
你
”
是那个决定的重要组成部分。
To be a successful employee
Deciding
on
the
type
of
career
you
want
is
only
the
first
step.
To
get
as
job
in
your
chosen field and to be
successful at it, you will have to develop a plan,
or a rod map,
that
ensures
that
you
have
the
skills
and
knowledge
the
job
requires.
You
will
be
expected
to
have
both
technical
skills
needed
to
accomplish
a
specific
task
and
the
ability to work well
with many types of people in a culturally diverse
work force. These
skills,
together
with
a
working
knowledge
of
the
American
business
system
and
an
appreciation for a culturally diverse
workplace, can give you an inside edge when you
are interviewing with a prospective
employer.
一
.
成为一名成功的员工
决定你想要的职
业只是第一步。要在你所选择的领域找到工作，并在其上取
得成功，你必须制定一个计划
，或者一个图表，以确保你拥有工作所需的技能和
知识。你将被期望同时拥有完成某项任
务所需的技术技能以及在多元文化的工作
中与各种类型的人共事的能力。这些技能连同对
于美国商业系统的工作知识和对
文化多元化工作场所的评价一起，可以在你被未来雇主面
试的时候给你一个内在
的优势。
All the resource available at your
college or university can help you to acquire the
skills
and knowledge you will need for
a successful career. But don’t underestimate your
part
in making your dream a reality. It
will take hard work, dedication, perseverance, and
time
management
to
achieve
your
goals.
Communication
skills
are
also
important.
Today, most
employers are looking for employee who can compose
a business letter
and get it in
mailable form. They also
want employees
who can talk with customers
and
use
a
e-mail
to
communicate
with
people
within
and
outside
the
organization.
Employers
also
will
be
interested
in
any
work
experience
you
may
have
had
in
cooperative
work/school
programs,
during
summer
vacations,
or
in
part-time
jobs
during the school year.
These things can make a difference when it is time
to apply for
the job you really want. <
/p>
在大学里的所有可利用的资源能够帮助你获得你将来为了实现一个成功的
< br>职业生涯所需要的技能和知识。但是不可以低估让梦想变成现实这一过程中你自
身
的那一部分。要实现自己的目标，就要努力工作、奉献、毅力和时间管理。与
人沟通的技
能同样是重要的。今天，许多雇主正在寻找能够撰写商务信函，并使
它成为可以邮寄的形
式的员工。他们同样希望自己的雇员能够与顾客交流并且能
够使用电子邮件与组织内外的
人进行沟通。雇主们同样会感兴趣于你可能在暑假
期间或者学期兼职中在其他工作或者学
校等合作社里有过的工作经验。当你在申
请一份你真正想要的工作时，这些东西会让情况
变得不一样。
To start your own
business
Some people prefer to work for
themselves, and they open their own businesses. To
be
successful,
business
owners
must
posses
many
of
the
same
skills
that
successful
employees have. And they must be
willing to work hard and put in long hours.
三．开始你自己的事业
有的人更喜欢
为他们自己工作，
所以他们开创了自己的事业。
为了实现成功，
企业主必须拥有成功员工所拥有的许多相同的技能。他们还必须自愿地努力工作
并且长时间地投入。
It
also
helps
if
your
small
business
can
provide
a
product
or
service
that
customers
want.
For
example,
Mark
Cuban
started
a
small
Internet
company
called
that
provided
hundreds
of
live
and
on-demand
audio
and
video
programs
ranging
from
rap
music
to
sporting
events
to
business
events
over
the
Internet.
And
because
Cuban’s
company
met
the
needs
of
his
customers,
was very
successful. When Cuban sold to Yahoo! Inc., he
became a billionaire.
如果你的小企
业可以为顾客提供他们想要的一种产品或服务，那将会产生很
大用处。例如，马克古巴开
创了一个名为
的小型网络公司，在网
络
上提供数以百计的直播和点播的音视频节目，范围从说唱音乐到体育赛事到商
务活动。由
于古巴的公司满足了客户的需求，所以
是非常成功的。
当古巴把
卖给雅虎时，他成为了一个亿万富翁。
Unfortunately,
many
small-business
firms
fail;
70%
of
them
fail
within
the
first
five
years.
Typical
reasons
for
business
include
undercapitalization
(not
enough
money),
business location,
poor customer service, unqualified or untrained
employees, fraud,
lack of a paper
business plan, and failure to seek outside
professional help.
不幸的是，许多小
型企业都失败了；他们之中
70%
在五年之内就失败了。企业<
/p>
失败的典型原因包括资金不足，落后的业务定位，客户服务差，不合格或未经训
练的员工，欺诈，缺乏一个适当的经营规划，不寻求外部专业帮助等。
Unit 2
Ask the average person on the street
what marketing is and they’ll tell you it’s about
“selling stuff’, That’s fundamentally
true, but marketing is not simply the act of
sales,
but how that sale is made. We
are all surrounded by marketing 24/7 and each of
us is
already a marketer in our own
way.
在街上问普通人什么是营销的话，他们会告诉你那就是关于
< br>“
卖东西
”
。这在
根本上是正确的，但市场营销并非简单的销售行为，而是如何销售。我们被全天
候不间断营销所包围，并且我们每个人都已经以我们自己的方式成为一个市场营
销人员
。
How
do
the
professionals
define
marketing?
According
to
the
American
Marketing
Association,
“Marketing
is
an
organizational
function
and
a
set
of
processes
for
creating,
communicating
and
delivering
value
to
customers
and
for
managing
customer
relationships in ways that benefit the
organization and its stakehol
ders.”
专业人员是如何定义营销的？据美国市场
营销协会所说，
“
市场营销是一种组织功能，一套为客户创
造、交流和传递
价值的流程，并且以有利于组织和其股东的方式管理着客户关系
”
The World Marketing
Association defines marketing as “the core
business philosophy
that
direct
the
processes
of
identifying
and
fulfilling
the
needs
of
individuals
and
organizations through exchange which
create superior value for all parties.
”
世界市场营销协会把市场营销定义为：
“
是一个运用核心经营理念指导识别
过程，满足于个人的需
求，并通过交流，为各方创造卓越价值的组织
”
And
finally,
the
U.K.’s
Chartered
Institute
of
Marketing
says
that
“marketing
is
the
management
process of identifying, anticipating and
satisfying consumer requirements
profitably.”
最后，英
国特许营销学会说，
“
营销是对管理过程的识别，预测，和满足
消
费者的需求从而使企业获利。
”
If
we
just
look
at
the
commonalities
of
these
three
definitions,
we
can
see
that,
in
essence, marketing is a
discovering and giving consumers what they want
and need,
and doing this at a profit. <
/p>
如果我们只是寻找以上三个定义的共性，
我们可以看到，
在本质上，
营销是：
a.
发现并给予消费者所希望并需要的东西；
b.
以此来谋取利益
。
The 4 or 5 Ps of marketing
Professor Jerome McCarthy of Michigan
State University wrote a book in the 1950s and
defined the 4 Ps of marketing: product,
place, price and promotion. This book provided
a clear structure to the oldest
profession on the planet and became the very
definition
of marketing.
营销<
/p>
4P
或
5P
理论
密歇根州立大学的麦卡锡杰罗姆教授在上世纪
50
年代写了一本书定义了营
销
4P
理论：包括产品、渠道、价格和促销。这本书为地球上最古老的职业提供
了一个清晰的体系，因此成为了营销的非常定义。
In order to better understand
marketing, develop your own definition of the
term. For
example,
I
think
of
marketing
as
the
manipulation
of
product,
price,
distribution,
promotion and
people to satisfy consumers at a profit.
Manipulation is a charged word,
especially
when
we
talk
about
manipulating
people.
However,
manipulation
is
important
because
as
a
marketer
,
I
control
each
of
the
tools
of
marketing
and
manipulate them to maximize impact on
the market.
为了更好地理解营销，并发展成为你自己的定义。比如，我认
为市场营销是
通过对产品，价格，分销，促销和人的操纵来满足消费者从而获取利益。操
纵是
一个敏感的词，
尤其是当我们在谈论对人的操纵的时候。<
/p>
然而，
操纵是有必要的，
因为作为一个营
销人员，我控制着每一种营销工具并操纵他们最大限度地影响市
场。
As a marketing manager, I manipulate
what a product look like, smells like, and feels
like. I manipulate how much should be
charged for my product . I manipulate tools in
my promotion tool kit in hopes of
enticing consumers to buy my product. There are
the
4
Ps
of
marketing
as
highlighted
by
McCarthy.
To
these
we
have
added
a
fifth
P:
people.
作为一个营销
经理，我巧妙地控制着一个产品看起来像什么，闻起来像什么
以及感觉起来像什么。我操
纵着我们的产品应该收取多少钱。我在我的升级版工
具套件中操纵工具，希望能吸引消费
者购买我的产品。这就是麦卡锡高度强调的
营销中的
4
个问题。在这基础上，我们加上第五个
P
：人。
People
Marketers
have debated for years whether “people” should be
included as the fifth P
of
marketing.
But
without
people
,
there
is
no
point
to
marketing,
which
is
why
I
include it here.
People
营销人员们对于
“
人
”
是否应该作为第五个
P
包括在营销内这
个问题的讨论已
经持续多年了。但是如果不包括人，那营销就变得有点不着边际了，所以
这是我
在这里把它函括进来的原因。
Practiced
well,
marketing
revolves
around
the
wants,
needs
and
desires
of
people.
Sometimes the needs are physical, such
as nutritious food and clean water. Sometimes
the
needs
are
psychological
such
as
a
need
to
impress.
Sometimes
the
need
is
sociological, such as the need fit into
a culture, or the need to stand out. There are an
infinite number of reasons
for people to do what they do, want what they want
and
act
as
they
do.
Therefore,
effective
marketing
should
begin
with
an
insightful
understanding of the consumer.
< br>实践证明，营销围绕着人们的理想的、需要的、和欲望。有时，这些需求是
物质上
的，比如有营养的食物和干净的水。有时，那些需求是心理上的，比如需
要给人留下深刻
印象。有时，那些需求是社会学上的，比如需要去适应一种文化
或者一种脱颖而出的需求
。有无限多的理由可以让人们去做他们所做的，去幻想
他们所要的以及所做的，正如他们
经常做的那样。因此，有影响力的营销应该首
先对消费者进行深刻的了解。
However, few marketers actually
begin with consumers. Why? Because most marketing
starts with the invention of some new
product that there may or may not be a market
for. “’We’ve invented a better product,
now go find
someone to buy
it” is all too often
the sequence of
events. Quite simply, this is why 80% plus of all
new products in the
U.S. fail in their
first year.
然而，很少有营销人员真正地从消费者入手。为什么？因为许
多营销一开始
伴随着的是新发明出来但不一定能成为市场所需的新产品。
“
我们发明了一种更
好的产品，现在去找一些人来购买
它
”
这是经常发生的事件序列了。非常简单，
< br>这就是为什么在美国，
80%
以上的新产品在他们的第一
年里就失败了。
No
matter
what
we
are
selling,
there will
be
some
people
that
are
more
likely
than
others to want to buy it. For example,
as a non-smoker, it would be a waste of time and
money to try to get me to buy your
brand of cigarettes. However, if were a confirmed
smoker, I might be interested in trying
a new brand I’d never tried. Discovering your
ideal target market and learning all
you can about why they do will help you determine
the best way to present your product to
maximize interest.
无论我们在卖什么，总会有一些人比起另外的
人更想要购买它。例如，作为
一个不抽烟的人，想要尝试让我购买你的名牌香烟那就是在
浪费时间和金钱。然
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