經貿英語閱讀精萃 內容簡介
本書繫上海外貿學院教材，旨在提高學生閱讀英文經濟貿易類文章的能力。教材內容均選自英美報刊，涉及現代化資料庫管理、產品定價的藝術和科學、品牌戰略、如何創建高效的行銷隊伍、如何利用商業廣告提高產品銷售量、如何使高科技產品迅速市場化、如何瞄準重點市場、世界電信業的兼併組合、美國股市行情、資訊時代的市場競爭戰略工1世紀的行銷規及規則、全球電子現金和電子商業等各個方面。本書的練習形式多樣化，側重訓練學生閱讀英文經貿報刊的能力，力求擴大學生有關商務英語的辭彙量和知識，提高學生的英語綜合運用水平。 本書也可供從事經貿工作的人員及英語自學者使用。經貿英語閱讀精萃 本書前言
本教材為正在攻讀經貿專業和外語專業的高校學生及有志於從事國際商務的各類人士，提供內容新穎實用、有一定難度的經貿英文閱讀文本，旨在擴大他們對當代國際商務背景知識及現狀的了解，迅速提高他們閱讀經貿英語的能力，使他們不僅能夠在日常的工作中廣泛及時地從外報外刊中獲得所需經濟貿易信息，而且迅速提高英語水平。
本教材內容均出自英美著名經貿雜誌如《金融時報》(The Financial Times)、《商業周刊》(Business Weekly)、《經濟學家》(The Economist)，以及《對外政策》(Foreign Policy)。所選文章由西方著名經濟學者和美國沃頓商學院(Wharton School)教授們撰寫，內容翔實，既有較強的時代感，又有高度的前瞻性。它們為讀者提供了當代國際商務領域中的大量最新信息，並對21世紀的全球經濟前景作了精闢的預測。編者對每篇文章中的語言難點和較新的背景知識作了適當的注釋，以便讀者在較短的時間內了解和掌握英語經貿文章的語言特點和風格。本教材將在每課課文後附上練習(備有參考答案)，練習形式多種多樣，緊扣課文內容，這將有利於讀者進一步加深對課文的理解，並提高他們對所學知識的適用能力。
編者感謝鍾麗娜和童一風兩位女士，她們在百忙之中抽出時間認真閱讀了本教材的部分初稿，並提出了許多寶貴的意見。在本教材的出版過程中，編者得到上海外貿學院陸乃至教授和華東理工大學出版社的熱。心支持和幫助，他們的助人為樂精神和嚴謹的工作作風給編者留下了深刻印象，特此致謝。
在本教材的整個編寫過程中，編者一直得到先生劉永濤的極大支持和幫助，在此向他表示感謝。
本教材限於編者水平、人力和時間，錯誤在所難免，望讀者不吝指正。
2000年夏於復旦曦園
經貿英語閱讀精萃 本書目錄
Lesson 1 where do we go From Here?
Lesson 2 The Power of the Well-Managed Database (Ⅰ)
Lesson 3 The Power of the Well-Managed Database (Ⅱ)
Lesson 4 Yes, the Markets Do Go Down
Lesson 5 Paradoxical Thinking and Creativity
Lesson 6 Pricing: Pert Art, Part Science
Lesson 7 Brand Straegies and Consumer Behaviour
Lesson 8 Creating A Sales Foree To Be Reckoned With
Lesson 9 When Do Commreials Boost Sales?
Lesson 10 Technologies Can Take Off Fast
Lesson 11 The World Economy on the Edge (Ⅰ)
Lesson 12 The World Economy on the Edge (Ⅱ)
Lesson 13 Chenging the Rules of the Marketing GAM (Ⅰ)
Lesson 14 Changing the Rules of the Marketing Gam (Ⅱ)
Lesson 15 Choosing Where to Go Global: How to Priorihse Markets
Lesson 16 Competitive Strategy in the Information Age
Lesson 17 So the Elephants Danced (Ⅰ)
Lesson 18 So the Elephants Danced (Ⅱ)
Lesson 19 Electronic Cash and the End of National Markets (Ⅰ)
Lesson 20 Electronic Cash and the End of National Markets (Ⅱ)
Key to the Exercises
經貿英語閱讀精萃 文章節選
Whre Do We Go From Here?
Markets are changing at an accelerating rate. Industy boundaries are blurring. Companies more than ever need qUick and reliabe intelligence about their customers, competitors, distribuors and products. More companies are meognising the prescient wisdom in Piter Drucker's observation that "the customer is the business".
Ths article discusses about where edeting is headed in the new millennium. It will do so by looking back into the futhe. It is the year 2005. Here are the maor developments in the evolving marketplace/mar ketspace:
There has been substantial disinterInediation of wholesalers and retailers owing to elechonic commree. Virtually all Pwhucts are now availahle withou going to a shop. The customr can access pictures of any product on the Ihtemet, read the specilication, shop among online vendors for the best prices and terms, and click order and Paymen over the Intemet.
Engnsively printed catalm have disappeed. Business-to-busi-ness purehasing over the Intemet has increased even faster than online customer buving. Business purehasing agents shop for rouine items on the Intemet, either advertising their needs and waiting for bidders or simply suffing in their "fored" web sites. Shop-based retailers find shop traffic highly dindnished. In response, more entrepimeanal ndailers are bullding entertainment and theatre into their shops. Many book shops, bo shop and clothes shop now include coffee bars and feature lecthers and perfomrmces. essentially these shop are marketing an "expeence" rathr than a pIoduct assortment.
Most companies have built proprietw customer databases conaining rich infonnaion on individual customer preferences and requirements. They use this infonnation to "mass custondse" their offerings to individuals.
An increasing nuInber of companties present online product platforms on which customere design products to suit their own specifications. Many automobile, computer, domestic appliance and food companies invite customrs to visit their web page and design the fort offering (product, service, system, program) by filling in choices on a form. The modified product is then displayed on the screen. Businesses are doing a better job of retaining customers through finding imaginative ways to exceed customr expectations. As a result, competitors find it increasingly difficult to acquire new customrs and most cMes are spending time figuring out how to sell more products and services to their ekisting customere. Companies are focusing on bullding customer share drier than market share. Many have though up new ways to increase cross-selling and up-seiling. Companies are gaining segment and customr insigh from their detawarehouses by applving newer and more effective dadrining techniops
