-
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.
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
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
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
“
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.
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
4P
或<
/p>
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。
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
< br>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。<
/p>
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.
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
< br>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，
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。