商务英语专项之广告法则（一）

正确答案：To support our strategy of growing sales in our Asian and African markets a new position of assistant manager has been created. Paul Fisher has been appointed and will start on 1st September Paul has worked for several years in marketing toys concentrating on the Far East.
To support our strategy of growing sales in our Asian and African markets, a new position of assistant manager has been created. Paul Fisher has been appointed, and will start on 1st September Paul has worked for several years in marketing toys, concentrating on the Far East.

正确答案：Suggested answers: a．In any single market three basic factors determine the boundaries of the pricing decision. The price floor or minimum price is bounded by product cost. The price ceiling or maximum price is bounded by competitive prices for comparable products and ability of customers to pay. Between the floor and ceiling for every product there is an optimum price which is a function of the demand for the product and the cost of supplying the product. The international executive must develop a pricing system and pricing policies that 'address these fundamental factors in each of the national markets in which his company operates. b．In addition to developing a pricing system the system must also be consistent with a number of uniquely international constraints. In addition to the diversity of national markets in all three basic dimensions—cost competition and demand—the international executive is also confronted by conflicting governmental tax policies and claims as well as government controls such as dumping legislation resale price maintenance legislation price ceilings and general review of price levels. Other factors affecting the international pricing decisions are the often surprisingly high international transportation costs middlemen in elongated international channels of distribution and multinational accounts demanding equal price treatment regardless of location. c．Pricing decisions have a major impact on a number of societal groups: consumers customers employees stockholders the public interest and of course the competition. These interest groups are affected by pricing decisions which in turn constrain the international executive. A widespread effect of international business is to lower prices. Within the corporation there are many interest groups and frequently conflicting price objectives. The divisional vice-president is concerned about profitability at the divisional level. Regional executives are concerned about profitability at the country level. d．The direction of international marketing seeks competitive prices in world markets.. The controller and financial vice-president are concerned about profits. The manufacturing vice-president seeks long runs for maximum manufacturing efficiency. The tax manager is concerned about compliance with government transfer pricing legislation and company counsel is concerned about the antitrust implications of international pricing practices. With such a large number of divergent and often conflicting interests combined with the limitations of our existing measures of demand it is premature to expect that we should be able to determine“optimal”prices in international marketing. A more feasible objective for the international executive is to formulate international pricing strategy and policy that will contribute rather than detract from company sales and profit objectives worldwide.
Suggested answers: a．In any single market three basic factors determine the boundaries of the pricing decision. The price floor, or minimum price, is bounded by product cost. The price ceiling, or maximum price, is bounded by competitive prices for comparable products and ability of customers to pay. Between the floor and ceiling for every product there is an optimum price, which is a function of the demand for the product and the cost of supplying the product. The international executive must develop a pricing system and pricing policies that 'address these fundamental factors in each of the national markets in which his company operates. b．In addition to developing a pricing system, the system must also be consistent with a number of uniquely international constraints. In addition to the diversity of national markets in all three basic dimensions—cost, competition, and demand—the international executive is also confronted by conflicting governmental tax policies and claims as well as government controls such as dumping legislation, resale price maintenance legislation, price ceilings and general review of price levels. Other factors affecting the international pricing decisions are the often surprisingly high international transportation costs, middlemen in elongated international channels of distribution, and multinational accounts demanding equal price treatment regardless of location. c．Pricing decisions have a major impact on a number of societal groups: consumers, customers, employees, stockholders, the public interest, and, of course, the competition. These interest groups are affected by pricing decisions, which in turn constrain the international executive. A widespread effect of international business is to lower prices. Within the corporation there are many interest groups and frequently conflicting price objectives. The divisional vice-president is concerned about profitability at the divisional level. Regional executives are concerned about profitability at the country level. d．The direction of international marketing seeks competitive prices in world markets.. The controller and financial vice-president are concerned about profits. The manufacturing vice-president seeks long runs for maximum manufacturing efficiency. The tax manager is concerned about compliance with government transfer pricing legislation, and company counsel is concerned about the antitrust implications of international pricing practices. With such a large number of divergent and often conflicting interests combined with the limitations of our existing measures of demand, it is premature to expect that we should be able to determine“optimal”prices in international marketing. A more feasible objective for the international executive is to formulate international pricing strategy and policy that will contribute rather than detract from company sales and profit objectives worldwide. 解析：constrain强迫，强制，束缚。optimum price最适当价格。 dumping倾销。antitrust反托拉斯。divergent分歧的，分开的。detract from贬低，减损。premature早熟的，仓促的。

正确答案：B
B

正确答案：Suggested answers: a．It is important to encourage staff to make suggestions for improvements. First taking on staff suggestions has been an important element in company success. If you listen to their opinions you can gain your facts straight before making false allegations. Staff suggestions will generate a great deal of new ideas. You can absorb a large amount of information so as to broaden your vision and horizon and to establish clear goals. Secondly by listening to their views you can get a far better understanding of your staff. b．The essential part of effective teamwork is to see your company as different team members who are working together rather than as individuals who are working separately. Encouraging staff to make suggestions for improvements is important. It is useful for the managers to understand the personalities of the people they are working with. Then they will be able to anticipate how these people will react in certain stressful situations. You can clarify all job descriptions rationally and carry out regular planning more smoothly. c．If you value staff suggestions it will inspire your staff. You will have greater ability to motivate and communicate well with your staff members. Communication is important. Staff members need to talk to managers about the working practices within a company. Both parties should feel that the expectations are realistic and allow them to have responsibilities and interests outside work. Tile employees will perform even better than before. It will also inspire others. It will end up attracting good personnel. Therefore it is advisable to encourage staff to make suggestions for improvement.
Suggested answers: a．It is important to encourage staff to make suggestions for improvements. First, taking on staff suggestions has been an important element in company success. If you listen to their opinions, you can gain your facts straight before making false allegations. Staff suggestions will generate a great deal of new ideas. You can absorb a large amount of information so as to broaden your vision and horizon and to establish clear goals. Secondly, by listening to their views, you can get a far better understanding of your staff. b．The essential part of effective teamwork is to see your company as different team members who are working together, rather than as individuals who are working separately. Encouraging staff to make suggestions for improvements is important. It is useful for the managers to understand the personalities of the people they are working with. Then they will be able to anticipate how these people will react in certain stressful situations. You can clarify all job descriptions rationally, and carry out regular planning more smoothly. c．If you value staff suggestions, it will inspire your staff. You will have greater ability to motivate and communicate well with your staff members. Communication is important. Staff members need to talk to managers about the working practices within a company. Both parties should feel that the expectations are realistic and allow them to have responsibilities and interests outside work. Tile employees will perform. even better than before. It will also inspire others. It will end up attracting good personnel. Therefore, it is advisable to encourage staff to make suggestions for improvement. 解析：broaden your vision开阔眼界。personality人格，个性。 teamwork团队合作，集体协力，团对配合。False allegation凭空指控，错误指控。stressful紧张的，感到压力的。