工商管理专业英语

一、名词解释

1. The plan of action is, at one and the same time, the result envisaged, the line of action to be followed, the stages to go through, and methods to use.

2. Human needs are states of felt deprivation. Humans have manly complex needs. These include basic physical needs for food, clothing, warmth, and safety; social needs for belonging and affection; and individual needs for knowledge and self-expression.

3. Customer value is the difference between the values the customer gains from owning and using a product and the costs of obtaining the product.

4. Place, another key marketing-mix tool, includes the various activities the company undertakes to make the product accessible and available to target customers.

5. Group technology is a concept that currently is attracting a lot of attention from the manufacturing community .

6. Issuing bank is obligated to honor drawings under the L/C regardless of the buyer’s ability or willingness to pay .

7. Letter of credit is an instrument issued by a bank on behalf of the importer (buyer) promising to pay the exporter (beneficiary)upon presentation of shipping documents in compliance with the terms stipulated therein.

8. Leader ship is a personal relationship in which one person directs, coordinates, and supervises others in the performance of a common task.

9. Advising bank. The correspondent bank in the beneficiary’s country to which the issuing bank sends the L/C is commonly referred to as the “advising ”.

10. Marketing mix is one of the key concepts in modern marketing theory . Marketing mix is the set of marketing tools that the firm uses to pursue its marketing objectives in the target market.

11. Total quality management means a comprehensive approach to quality by everyone in an organization to provide customers with reliable products and services.

二、简答

1. What are the features of a good plan of action? P30

一个好的行动计划有什么特点：

（1）统一性，即一个既能面向整体又能顾及各个部分的行动计划。（2）连续性，即必须要保障计划的连续性。（3）灵活性，即该计划能够灵活地适应环境的变化。（4）准确性，即行动计划的制定必须具有针对性和准确性。

2. What is the difference between 4Ps and 4Cs? P51

和4Cs 有什么不同？

（1）4Ps 以企业为出发点，认为一个成功的营销组合包括合适的产品、价格、渠道和促销策略，企业的营销目标可以借此实现。（2）4Cs 以顾客为导向，认为一个成功的营销组合包括顾客的需求、支付成本、是否便利，通过实现顾客和企业的双向沟通实现各自的目标。

3. How many problems can be classed into chronic bottlenecks? P64

属于长期瓶颈问题有哪些？

（1）原材料问题：原材料不足或提供错误；产品组合不断变化；

（2）流程问题：产能不足；产品质量问题；布局不合理；工序缺乏灵活性。

4. What is the difference between branch and subsidiary? P74

分公司和子公司的区别是什么？

子公司是独立的法人，拥有自己独立的名称、章程和组织机构，对外以自己的名义进行活动，在经营过程中发生的债权债务由自己独立承担。分公司则不具备法人资格，没有独立的名称，其名称应冠以隶属公司的名称，由隶属公司依法设立，只是公司的一个分支机构。

三、翻译：课后注释全部看……

1. Wants are the form taken by human needs as they are shaped by culture and individual personality. P41 欲望，指想获得某种具体满足需要的事物的愿望，它的形成受文化与个性的影响。

2. To transform marketing strategy into marketing programs, marketing managers must make basic decisions on marketing expenditures, marketing mix, and marketing allocation. P47

将市场营销战略转变为市场营销计划，营销经理必须在营销开支，营销组合和营销资源分配方面做出基本的决策。

3. Although we study POM as a technical field and examine how technology, processes, and systems are created in the POM environment, it is not the “tools ” but the improved performance that results from using those tools that is important. P56

尽管我们将POM 作为一项技术范围的内容进行研究，同时检查如何在POM 环境下创建（设计）工艺，工序和系统，但是重要的不是工具而是使用工具所带来的提高绩效表现的结果。

4. Buyer preferences are affected by the order in which buyers learn about brands, and consumer tastes are neither predetermined nor fixed. P54

购买者的偏好受到购买者了解这些品牌的顺序的影响，而购买者又从这些顺序中不断的了解品牌，同时，顾客的口味既非事先确定的，也不是一成不变的。

5. Group technology is a concept that currently is attracting a lot of attention from the manufacturing community . The essence of GT is to capitalize on similarities in recurring tasks in three ways: (1) by performing similar activities together, thereby avoiding wasteful time in changing from one unrelated activity to the next: (2) by standardizing closely related activities, thereby focusing only on distinct differences and avoiding unnecessary duplication of effort; (3) by efficiently storing and retrieving infor mation related to recurring problems, thereby reducing the search time for the information and eliminating the need to solve the problem again. P66

分组技术是一个制造商团体普遍关注的概念，它的精髓在于有三种方法运用了重复作业中的相似性：

（1）合并类似活动，由此可以避免转换不相关生产活动时间上的浪费。

（2）活动标准化，由此可将注意力仅集中于显著区别上，同时避免了不必要分类带来的负担。

（3）存储，恢复有用信息，由此可以减少信息检索时间和消除解决重复问题的需要。

四、填空：课后全部