《经贸英语阅读与翻译》.docx

《经贸英语阅读与翻译》.docx

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《经贸英语阅读与翻译》

1.ModernMarketing

Thetermsmarketandmarketingcanhaveseveralmeaningdependinguponhowtheyareused.Thetermstockmarketreferstothebuyingandsellingofsharesincorporationsaswellasotheractivitiesrelatedtostocktradingandpricing.TheimportantworldstockmarketsareinLondon,Geneva,NewYork,Tokyo,andSingapore.Anothertypeofmarketisagrocerymarket,whichisaplacewherepeoplepurchasefood.Wheneconomistsusethewordmarkettheymeanasetofforcesorconditionsthatdeterminethepriceofaproduct,suchasthesupplyavailableforsaleandthedemandforitbyconsumers.Thetermmarketinginbusinessincludesallofthesemeanings,andmore.

Inthepast,theconceptofmarketingemphasizedsalesemphasizedsales.Theproducerormanufacturermadeaprocucthewantedtosell.Marketingwasthetaskoffiguringouthowtoselltheproduct.Basically,sellingtheproductwouldbeaccomplishedbysalespromotion,whichincludedasvertisingandpersonalselling.Inadditiontosalespromotion,marketingalsoinvolvedthephysicaldistributionoftheproducttotheplaceswhereitwasactuallysold.Distributionconsistedoftransportation,storageandrelatedservicessuchasfinancing,standardizationandgrading,andtherelatedrisks.

Themodernmarketingconceptencompassesalloftheactivitiesmentioned.butitisbasedonadifferentsetofprinciples.Itsubscribestothenotionthatproductioncanbeeconomicallyjustifiedonlybyconsumption.Inotherwords,goodsshouldbeproducedonlyiftheycanbesold.Therefore,theproducershouldconsiderwhoisgoingtobuytheproductorwhatthemarkerfortheproductis-beforeproductionbegins.Thisisverydifferentfrommakingaproductandthenthinkingabouthowtosellit.

Marketingnowinvolvesfirstdecidingwhatthecustomerwants,anddesigningandproducingaproductthatsatisfiesthesewantsataprofittothecompany.Insteadofconcerntratingsolelyonproduction,thecompanymustconsiderthedesiresoftheconsumer,andthisismuchmoredifficultsinceitinvolveshumanbehavior.Productionontheotherhand,ismostlyanengineeringproblem.Thus,demandandmarketforcesarestillanimportantaspectofmodernmarketing,buttheyareconsideredpriortotheproductionprocess.

Becauseproductsareoftenmarketedinternationally,distributionhasincreasedinimportance.Goodsmustbeattheplacewherethecustomerneedsthemandmustbroughtthere.Thisisknownasplaceutility;itaddsvaluetoaproduct.However,manymarketsareseparatedfromtheplaceofproduction,whichmeansthatoftenbothrawmaterialsandfinishedproductsmustbetransportedtothepointswheretheyareneeded.

Rawmaterialsrequiringlittleornospecialtreatmentcanbetransportedbarail,ship,orbargeatlowcost.Largequantitiesofrawmaterialstravelasbulkfreight,butfinishedproductsthatoftenrequirespecialtreatment,suchasrefregerationorcarefullhandling,areusuallytransportedbytruck.Thismerchandisefreightisusuallysmallerinvolumeandrequiresquickerdelivery.Merchandisefreightisatermforthetransportationofmanufacturedgoods.

Alongallpointsofthedistributionchannelvariousamountsofstoragearerequired.Thetimeandmannerofsuchstoragedependsuponthetypeofproduct.Inventoriesofthisstoredmerchanciseoftenneedtobefinanced.

Modernmarketingisthereforeacoordinatedsystemofmanybusinessactivities,butbasicallyitinvolvesfourthings:

1）sellingthecorrectproductattheproperplace,2）sellingitatapricedeterminedbydemand,3）satisfyingacustomer'sneedsandwants,and4）producingaprofitforthecompany.

2.BookkeepingandAccounting

Allbusinessenterprises,fromthesmallesttothelargest,mustkeepfinacialrecords.Theserecordsarecalledthecompany’saccounts.Owenersofsmallbusinessessuchasstores,restaurants,orgasolinestationsmayhandlealltheaccountsthemselves.Alargecorporation,ontheotherhand,willprobablyhavehundredsofemployeesandusecomputerstorecorditsaccounts.Therecordsofacompany'saccountsarecalledits"books'.Eachaccountiskeptinaseparatebookknownasaledger.Everyfinancialtransactionmustbepostedinthebooks.

Therearetwobasicbookkeepingsystems.Inthesingle-entrysystem,expendituresandincomearerecordedtoshowacashbalance.Mostofusarefamiliarwithsingle-entrybookkeepingfromourownbankorhouseholdaccounts.Onlyoneentryinthebooksismadeforeachtransactioninthissystem.

Indouble-entrybookkeeping,twoentriesaremadeforeachtransacrion.Thebooksofaccountshavetwocolumns.Theoneontheleftiscalledadebit,andtheoneontherightiscalledacredit.Atonetime,adebitshowedanitemwithmonetaryvaluegoingout.Theitemofvaluecouldbecash,butitcouldalsobemerchandiseandequipment.Today,however,mostcompanieskeepseveraldifferentledgers,sothesametransactionmayappearasadebitinoneledgerandasacreditinanother.Whenthetwocolumnsofeachledgerareadded,theyshouldbeequal.Whentheyarenotequal,amistakehasbeenmade.Inthemodernbusinessworld,accountingplaysanevenmoreimportantrolethanbookkeeping.Bookkeeperssimplyrecordthefinancialtransaction,thoughtheymustunderstandwhichitemsarecreditsanddebits.Accountants,ontheotherhand,setupbookkeepingsystems,checktherecords,andhelpmanagementunderstandthefigures.Manyaccountansaretheexpertoftaxes,whichhavebecomemoreandmorecomplicatedovertheyears.Thetaxlawsprovideformanydifferentkindsofdeductionsfromtaxableincome.Forexample,thereisanallowanceforthedepreciationoffixedassets,suchasplant,machinery,andevenofficefurniture."Depreciation"meansthattheseitemsbecomelessvaluableastheywearoutoveraperiodoftime.Onejobofataxaccountantisworkoutadepreciationschedulebasedontheaveragelifeoftheseitems.

Whenanewcompanyisformed,anaccountantsetsupitsbookkeepingsystem.Theaccountantmustdecidewhatbooksarenecessaryforthebusiness.Thenheorshemusttrainthebookkeepersintheproperwaytoposttheaccounts.Theprocessofcheckingthebooksiscalledanaudit.Accountantsispreparingfinancialstatementsannually.Theyshowthefinancialconditionofthecompanybylistingitsassetsandliabilitiesareamountsthatareowedorthathavebeenlost.

Theaccountingandbookkeepingdepartmentofalargecorporationoftenhasseveralsections.Forexample,onesectionwilltakecareonlyofaccountspayable-themoneywhichthecompanyowes.Theremaybestillothersectionstotakecareoftaxes,pensions,andinvestments.

Bookkeepingandaccountingarecentraltomodernbusiness.Evenwhencomputersareused,thepeoplewhoworkwiththeaccountsmustbesystematic,methodicalandaccurate.Manyofthemenandwomenwhohaverisentotopmanagementpositionshavehadabackgroundinbookkeepingandabackgroundinbookkeepingandaccounting.

3.Insurance

Eachofusconstantlychancesthepossibilityoffinacialloss.Homesmaybedamagedordestroyedbyfirestromandvandalism.Automotiveaccidentsmayresultinlossoflife,largeofmedicalexpenses,ordamagedproperty.Awageearnermaynolongerbeabletoearnalivingbecauseofillness,injury,oroldage.Deathmayresultinunexpectedexpensesandlossofincomefortherestofthefamily.Situationsuchastheseinwhichyouchancethepossibilityoffinanciallossarecalledeconomicrisks.

Toavoidfinancialhardship,manypeopletrytobuildfinancialsecurity.Theyregularlyputasidesavingstopayforsmallfinacialemergenciesortotidethemoverincaseoftemporarylossofincome.Mostpeople,however,arenotabletobuildupenoughsavingstocoverlargeorlong-termlosses.Therefore,theybuyinsuranceaspartoftheirfinancialsecurityplan.

Insuranceistheprotectionagainsteconomiclossprovidedbysharingtheriskwithothers.Insurancecompaniesarebusinessthatprovideinsuranceservices.Becauseinsurancecompaniesareabletoinsuremanypeopleagainstaspecificrisk,thepoolofpeoplesharingtheriskislarge.Andsothecosttoeachmemberofthepoolissmall.Inaddition,insurancecompaniesbasetheircostsonthetheoryofprobability;thatis,anestimateofthelikehoodthataparticulareventwilloccur.Onthebasisofpastexperience,insurancecompaniescandeterminewiithreasonableaccuracyhowmanyaccidentsofagiventypewilllikelyoccurwithinacertainperiod.Thegreaterthechance,thegreaterthecostofthattypeofinsurance.

Whenapersoninsuressomething,thereisalwaysawrittenagreementorcontractbettweentheinsurerandtheinsured.Thisagreementiscalledtheinsurancepolicy.Thecompanysellingtheinsuranceiscalledtheinsurer.Theinsured,orpolicyholder,isthepersononwhoselifeorpropertyaninsurancepolicyisissued.Aninsurancepolicyisalegallybindingcontract.Itisimportant,therefore,thatyoustudyitverycarefully.Youshouldbefamiliarwithallthebenifitsaswellaswellastherestrictionsthatmightaffectyoucoverage.Manyinsurancepolicieshavebeenstandardized.Butyouwillfindtherearedifferences,especiallyinhealthandcarinsurance.

Whenyoubuyinsurance,youmakeregularpaymentsfortheinsuranceprotectionyoureceive.Theamoutofmoneypaidforinsuranceprotectioniscalledthepremium.Severalfactorsdeterminetheamountofthepremium.Twoofthesefactorsarethedollaramount（ordollarvalue）oftheobjecttobeinsuredandthelikelihoodofloss.Forexample,theowenerofa$35000homeprobablywouldpaymoreforhomeinsurancethantheowenerofa$20000home.Thisisbecausethedollaramountoftheriskishigher.However,ifthe$20000homewerelocatedinanareainwhichforestfiresfrequentlyoccurred,thepremiummaybehigherthanfora$35000