商务英语阅读1

湖北省高等教育自学考试课程考试大纲

课程名称：商务英语阅读 课程代码：05439

第一部分 课程性质与目标

一、课程性质与特点

商务英语阅读课程是湖北省高等教育自学考试商务英语（专科）的一门专业基础课。本课程以当代英语国家的原版教材、英语报纸、杂志和学术刊物中与经济和商务有关的文章为基础，材料内容涉及商贸英语的主要领域，如经济学、国际贸易、市场营销、企业管理、投资、证券、保险、广告等。本课程是一门理论联系实际，应用性较强的课程。

二、课程目标与基本要求

通过本课程的学习，学生既可学到地道的英语（包括大量的专业术语），又可以学到对外经济贸易知识，同时也能够掌握商务报刊文章的基本特点，提高阅读和分析能力，最终从整体上提高商贸英语语言水平以及语言欣赏和运用能力，达到商务英语专业专科生水平。

三、与本专业其他课程的关系

商务英语阅读课程与商务英语口语、综合英语等课程同属于专业基础课，是商务英语写作、商务英语翻译、商务英语函电等课程的先修课程。

第二部分 考核内容与考核目标

第一单元 财经

一、学习目的与要求

通过本单元学习，认知商贸英语文章的内在逻辑关系，帮助学生提高阅读理解的能力，了解国际财经概况。

二、考核知识点与考核目标

（一）课内训练（重点）

识记：1. When Banker’s Bets Go Bad

银行家的猜测落空

名词解释：

OCC: Office of the Comptroller of the Currency 通货监理局

Alan Greenspan 艾伦·格林斯潘，美联储主席

句子翻译：

1) The bank had doubled profits in the past year via a string of successful mergers, but on Apr. 21 it reported that its securities portfolio had unrealized losses of nearly $131 million.

2) We’re considering strategies that make the most sense if rates are going up much more aggressively and sooner than anticipated.

2. Creating Government Financing Programs for Small and Medium-sized Enterprises in China

中国为中小型企业提供政府财政援助项目

名词解释：

Labor-intensive 劳动密集型

SME: small and medium-sized enterprise 中小型企业

SOE: state-owned enterprises 国有企业

句子翻译：

In China, as a result of the economic reforms and market opening measures, SMEs have enjoyed remarkable development and have grown to become an important force in contributing towards sustained and rapid growth of the Chinese economic.

（二）阅读技巧（次重点）

应用：阅读的逻辑技巧

（三）课外练习（一般）

理解：1.Carlyle Group’s Asian Invasion

加雷集团的亚洲扩张

名词解释：

Venture-capital 风险资本

Carlyle Group 凯雷投资集团

Citigroup 花旗集团

2. Why the Dollar Is Blooming Again

为什么美元再次复兴？

名词解释：

Greenback 美元（俚语）

Lehman Brothers Inc 雷曼兄弟公司

European Central Bank 欧洲中央银行

Federal Reserve Bank 美国联邦储备银行

（四）拓展阅读（一般）

理解：1. How Banks Pretty up the Profit Picture

银行如何美化收益前景

2. Thai Stocks What Goes Up

泰国股市：到底是怎么了？

3. Inventing to Order

以市场为导向开发产品

4. It’s an Office Party in Hong Kong

香港办公楼地价之争

第二单元 人力资源管理

一、学习目的与要求

通过本单元学习，掌握商务英语阅读中的快速阅读技巧，了解人力资源管理概况。

二、考核知识点与考核目标

（一）课内训练（重点）

识记：1. China’s Problem of Labor

中国人力资源问题

名词解释：

Confucian heritage 孔子遗训

Micro-managing 微观管理

Job rotation 轮岗

句子翻译：

1) Many underestimate the cost of local staff. Chinese graduates often have an inflated view of their own, complain some foreign managers. Multinationals are also competing for talent with China’s domestic companies, which need to improve the quality of their people as their markets open to foreign rivals.

2) But the growing shortage of executive talent may make the growth assumptions written into many business plans over-optimistic.

2. No Prizes for Runners-up

奖励只给最优秀的员工

名词解释：

Redundancy payment 冗余支出

Benefit package 福利包

Merit budget 贡献奖

Flexible reward 灵活的奖励方式

Egalitarian Europe “人人平等的欧洲”

句子翻译：

1) But benchmarking employees, and then paying them different rates, can turn out to be a minefield if handled badly.

2) Those that want rewards to be cost-effective but memorable are seeking the services of firms that specialize in employee recognition.

（二）阅读技巧（次重点）

应用：快速阅读技巧

（三）课外练习（一般）

理解：1. The Inside Story（PartⅠThe Power of Online HR Management）

背景故事：（一、在线人力资源管理的威力）

名词解释：

Ford 美国福特汽车公司

BP British Petroleum 英国石油公司

Outsource 人力资源外包

Holiday entitlement 员工休假权

Expatriate employee 外派员工

2. The Inside Story（PartⅡOnline Training as an Alternative）

背景故事：（二、在线培训）

名词解释：

Curriculum Vitae 个人履历表

（四）拓展阅读（一般）

理解：1. Organized Labor Revival（PartⅠAre Unions Declining in Europe?）

工会组织的复兴（一、欧洲工会组织正在消亡？）

2. Organized Labor Revival（PartⅡUnion Revival，True or Not?）

工会组织的复兴（二、工会组织正在复兴？）

3. Case Study Is There a Nice Way to Fire Your Employees?

案例分析：真有合理地解雇员工的好办法吗？

4. Hold that Body Count!

人力的真正意义!

第三单元 市场

一、学习目的与要求

通过本单元学习，掌握商贸英语阅读中长难句的分析方法，了解市场营销方式、广告策略、销售经典案例等概况。

二、考核知识点与考核目标

（一）课内训练（重点）

识记：1. Celebrity Endorsements as a Strategy

营销策略之名人效应

名词解释：

Bill Cosby 比尔·考斯比，美国黑人，喜剧之父

句子翻译：

Alternatively, advertisers can choose to use “spokescharacters”. Owens-Corning has used the Pink Panther for nearly 20 years to endorse its insulation products, and Metropolitan Life has used the Peanuts gang to promote its insurance policies. Another way advertisers protect themselves is by using deceased celebrities. Through the wonders of technology, television viewers see screen legends John Wayne pitching Coors beer and Fred Astaire dancing with a Dirt Devil vacuum cleaner.

2. Challenges in Global Advertising and Promotion

广告及销售全球化的挑战

名词解释：

Avon China Inc. 雅芳（中国）公司

FedEx 联邦快递，全球最大的快递公司

James Bond 詹姆斯·邦德，代号007，全球知名的英式间谍形象

句子翻译：

1) The style of the ad. Is also important, because comparative ads, while acceptable and even common in the United States and Canada, are less commonly used in the United Kingdom, unacceptable in Japan, and illegal in India and Brazil.

2) Coca-Cola’s Indian subsidiary was forced to end a promotion that offered prizes such as a trip to Hollywood, because it encouraged customers to buy in order to gamble, in violation of India’s established trade practices.

（二）阅读技巧（次重点）

应用：语篇阅读长难句的分析技巧

（三）课外练习（一般）

理解：1. Advertisement

广告

名词解释：

Bureau of Public Enterprise, BPE 国有企业局,实际负责推动民营化计划的机构

Management Information System (MIS) 管理信息系统

Manual of accounting procedure 会计手续规则

2. Marketing to Latinos and African Americans

拉丁美洲及非洲的营销策略研究

（四）拓展阅读（一般）

理解：1. Advertising on the Web Companies Grab the Brass Ring

网络广告：公司的新商机

2. From Harley-Davidson Armchairs to Coca-Cola Fishing Lures The Rise of Corporate Branding

企业品牌化的兴起：从哈雷牌轮椅到可口可乐牌鱼饵

3. Offering Guarantees to Promote Sales

提供质量保证以提高销售额度

4. Power Pricers: How Smart Companies Use Price as a Strategic Tool

价格的威力：精明商家的价格策略

第四单元 管理

一、学习目的与要求

通过本单元学习，掌握基本商务知识理论，了解国际知名企业的基本管理理念，掌握基本国际商务背景知识。

二、考核知识点与考核目标

（一）课内训练（重点）

识记：1. Cross-cultural Management

跨文化管理

名词解释：

MBA: Master of Business Administration, 工商管理硕士

Pay-for-performance (PFP) 业绩付酬—按照实际业绩付给酬劳

Matrix structure 矩阵结构

句子翻译：

A fairly obvious cultural divide that has been much studied is the one between, on the one hand, the countries of North America and north-west Europe, where management is largely based on analysis, rationality, logic and systems, and, on the other, the Latin cultures of southern Europe and South America, where personal relations, intuition, emotion and sensitivity are of much greater importance.

2. Motorola Modes of Handling Ethical Issues Transculturally

跨文化管理“摩托罗拉模式”所遵循的原则是什么？

句子翻译：

1) The simplest mode is one in which Motorola makes no particular effort to adjust to the local culture, but merely clarifies its policy on a given issue, and implements that policy regardless of whether it overlaps with the values or standards of the host culture.

2) In some situations, the overlap between Motorola’s standards and certain practices of the host culture might be so limited that the corporation has no choice other than simply to abide by its own standards and attempt to remain viable in that country.

（二）阅读技巧（次重点）

应用：基本商务背景知识积累

（三）课外练习（一般）

理解：1. Might the Proper Study of Management Be Man?

管理的核心是管理人?

名词解释：

Stock market 证券市场

Zeitgeist 时代精神

Theory X(Y) X(Y) 理论

2. No more Boring Analysis

无需反复研究管理方式

（四）拓展阅读（一般）

理解：1. Will This Merger Go Down Smoothly?

这一次的收购会顺利进行吗？

2. Citi: A Whole New Playbook

花旗集团：一个全新的开始

3. Do You Really Need an MBA?

你真的需要一个MBA文凭吗？

4. Going Global by Thinking Local

立足本土，走向国际

第五单元 贸易

一、学习目的与要求

通过本单元学习，了解商务英语词汇的特殊性，并掌握一定数量的商务英语用词。

二、考核知识点与考核目标

（一）课内训练（重点）

识记：1. Trade Disputes

商务争议

名词解释：

Comparative costs 比较成本

Specialization 专业化生产

Insight 洞察力

Nobel laureate 诺贝尔奖获得者

Productivity 生产力

Mainstream economists 主流经济学家

David Ricardo 大卫·李嘉图 英国经济学家 著有《政治经济学几赋税原理》

句子翻译：

Even if one country can make everything more cheaply than every other it still gains from focusing on the goods in which its relative advantages is greatest — i.e., in which it has a comparative advantage — and importing the rest.

2. A Sale Contract

销售合同

名词解释：

FOB: Free on Board 船上交货价格, 离岸价格

CIF: Cost Insurance and Freight 到岸价格

CFR: Cost and Freight成本加运费价

FCA: Free Carrier货交承运人

CPT: Carriage Paid to 运费付至

CIP: Carriage Insurance Paid to运费、保险费付至

EXW: Ex Work 工厂交货

DDU: Delivered Duty Unpaid未完税交货

DDP: Delivered Duty Paid 完税后交货

Remittance 汇票

T/T 电汇

M/T 信汇

Banker’s draft 银行汇票

Commercial Draft 商业汇票

Documentary Collection 跟单托收

D/P Sight: Documents against Payment at Sight 即期付款交单

D/P after Sight: Documents against Payment after Sight 远期付款交单

D/A: Documents against Acceptance 承兑交单

Letter of Credit 信用证

Irrevocable L/C 不可撤销信用证

Sight L/C 即期信用证

Usance L/C 远期信用证

Transferable L/C 可转让信用证

句子翻译：

The Buyers shall open with a bank to be accepted by both the Buyers and Sellers an irrevocable transferable letter of credit, allowing partial shipment, transshipment in favor of the Sellers and addressed to Sellers payable at sight against first presentation of the shipping document to Opening Bank. The covering letter of credit must reach the Sellers 30 days before shipment and remain valid in China until the 21st day (inclusive) from the date of shipment.

（二）阅读技巧（次重点）

应用：商务英语词汇一词多义性

（三）课外练习（一般）

理解：1. Business Negotiation

贸易磋商

2. Two Business Letters

商业信函实例

（四）拓展阅读（一般）

理解：1. A Letter of Credit

信用证

2. A Business Letter—Revise Former Letter of Credit

信用证修订书

3. A Booking Order

订舱委托书

4. A Commercial Invoice

商业发票

第六单元 经济全球化

一、学习目的与要求

通过本单元学习，掌握商务英语特殊用词的记忆方式，了解全球经济一体化进程及其发展趋势。

二、考核知识点与考核目标

（一）课内训练（重点）

识记：1. Game Theory

博弈论

名词解释：

Oligopoly 求过于供的市场情况

Price cutting 大减价

Dilemma 困境

Game theory 博弈论

Adam Smith 亚当·斯密，英国古典政治经济学代表人物，著有《国富论》

Invisible hand “看不见的手”

句子翻译：

Game theory has been used by economists to study the interaction of oligopolies, on-management disputes; countries trade policies, international environmental agreements, reputations, and a host of other situations.

2. E-Commerce: The Kitty Hawk Era

电子商务：Kitty Hawk时代

名词解释：

Sales volume 销售量

Megastore 超级卖场

Cyberspace 网络空间

Distributor 分销商

Retailer 零售商

Intermediary 中介

Stockbroker 股票经纪人

Dealer 经销商

Leverage 杠杆作用

E-commerce 电子商务

Wal-Mart 沃尔玛，世界第一大零售商

Brick-and-mortar 传统意义上的公司

句子翻译：

1) Slowly but surely, consumers are leaving malls to shop on-line, often in their pajamas at 11 PM. And anyone who doubts the potential power of the e-commerce juggernaut hasn’t grasped the advantage for both consumers and businesses.

2) All companies fear the leverage gained by consumers who can demand ever-lower prices. Finally, businesses are rapidly learning that it isn’t enough to tack the suffix “dot com” onto the company name.

（二）阅读技巧（次重点）

应用：商务英语用词一词多义性

（三）课外练习（一般）

理解：1. The Logic of Economics

经济学逻辑

名词解释：

Inflation 通货膨胀

Tariff 关税

Quota 配额

Tax cuts of 1964 美国1964年的减税政策

Great Depression 1929年至1933年的西方世界的经济大萧条

2. The Four Wheels of Growth

促进经济增长的四个要素

（四）拓展阅读（一般）

理解：1.Careers in Global Marketing

全球营销下的职场规划

2. How Markets Solve the Three Economic Problems

市场解决三大经济问题的途径

3. Global Marketing What It Is and What It Is Not

揭开全球营销的面纱

4. The Business-to-business Cyber-buying Bazaar

网络购物市场

第三部分 有关说明与实施要求

一、考核的能力层次表述

本大纲在考核目标中，按照“识记”、“理解”、“应用”三个能力层次规定其应达到的能力层次要求。各能力层次为递进等级关系，后者必须建立在前者的基础上，其含义是：

识记：能知道有关的名词、概念、知识的含义，并能正确认识和表述，是低层次的要求。

理解：在识记的基础上，能全面把握基本概念、基本原理、基本方法，能掌握有关概念、原理、方法的区别与联系，是较高层次的要求。

应用：在理解的基础上，能运用基本概念、基本原理、基本方法联系学过的多个知识点分析和解决有关的理论问题和实际问题，是最高层次的要求。

二、教材

1、指定教材

《大学商贸英语阅读教程》复旦大学出版社出版 沈昂主编 2008年版

2、参考教材

《出口贸易模拟操作教程》上海人民出版社 祝卫主编1999年版

《商务英语阅读》高等教育出版社 王关富主编2002年版

《剑桥商务英语阅读教程》世界图书出版公司 侯新民主编 2006年版

《商务英语阅读》外语教学与研究出版社 朱梅萍主编 2007年版

《实用商务英语阅读（第二版）》北京理工大学出版社 蔡蔚主编 2006年版

三、自学方法指导

1、在开始阅读指定教材某一章之前，先翻阅大纲中有关这一章的考核知识点及对知识点的能力层次要求和考核目标，以便在阅读教材时做到心中有数，有的放矢。

2、阅读教材时，要逐段细读，逐句推敲，集中精力，吃透每一个知识点，对基本概念必须深刻理解，对基本理论必须彻底弄清，对基本方法必须牢固掌握。

3、在自学过程中，既要思考问题，也要做好阅读笔记，把教材中的基本概念、原理、方法等加以整理，这可从中加深对问题的认知、理解和记忆，以利于突出重点，并涵盖整个内容，可以不断提高自学能力。

4、完成书后作业和适当的辅导练习是理解、消化和巩固所学知识，培养分析问题、解决问题及提高能力的重要环节，在做练习之前，应认真阅读教材，按考核目标所要求的不同层次，掌握教材内容，在练习过程中对所学知识进行合理的回顾与发挥，注重理论联系实际和具体问题具体分析，解题时应注意培养逻辑性，针对问题围绕相关知识点进行层次（步骤）分明的论述或推导，明确各层次（步骤）间的逻辑关系。

四、对社会助学的要求

1、应熟知考试大纲对课程提出的总要求和各章的知识点。

2、应掌握各知识点要求达到的能力层次，并深刻理解对各知识点的考核目标。

3、辅导时，应以考试大纲为依据，指定的教材为基础，不要随意增删内容，以免与大纲脱节。

4、辅导时，应对学习方法进行指导，宜提倡"认真阅读教材，刻苦钻研教材，主动争取帮助，依靠自己学通"的方法。

5、辅导时，要注意突出重点，对考生提出的问题，不要有问即答，要积极启发引导。

6、注意对应考者能力的培养，特别是自学能力的培养，要引导考生逐步学会独立学习，在自学过程中善于提出问题，分析问题，做出判断，解决问题。

7、要使考生了解试题的难易与能力层次高低两者不完全是一回事，在各个能力层次中会存在着不同难度的试题。

8、助学学时：本课程共4学分，建议总课时72，助学课时分配如下：

五、关于命题考试的若干规定

(包括能力层次比例、难易度比例、内容程度比例、题型、考试方法和考试时间等)

1、本大纲各章所提到的内容和考核目标都是考试内容。试题覆盖到章，适当突出重点。

2、试卷中对不同能力层次的试题比例大致是："识记"为30%、"理解"为40％、"应用"为30％。

3、试题难易程度应合理：易、较易、较难、难比例为2：3：3：2。

4、每份试卷中，各类考核点所占比例约为：重点占65%，次重点占25%，一般占10%。

5、试题类型一般分为： 阅读理解、快速阅读、名词解释、简答题、 翻译题等。

6、理论课程考试采用闭卷笔试，考试时间150分钟，采用百分制评分，60分合格。

六、题型示例

（一）阅读理解 Reading comprehension.

Although it is nothing new for companies to build relationships with customers, it has generally been done on a one-to-one basis. In recent years, however, technological developments have made it possible to build up individual relationships with clients on a much larger scale, and this more sophisticated kind of operation is known as relationship marketing. Relationship marketing aims to increase sales through deliberate efforts to retain customers and promote two-way communication with them and new technology has make communication possible with a for larger customer base than before. The information gathered forms the basis of highly technical analyses of customer purchasing and profitability, which can be used to increase sales.

The building of good personal relationships with customers is usually integral to the management of small businesses, and owners of small corner shops clearly illustrate the essence of relationship marketing, although the technology available to them is far less advanced than that available to, say, a supermarket chain. Small shopkeepers have direct knowledge of regular customers and become familiar with their needs, likes and dislikes. The shopkeepers can then provide services tailored to individual needs. Over time, a bond of loyalty is likely to develop between shopkeepers and regular customers.

The benefits of relationship marketing enjoyed by small businesses are now available to big businesses, thanks to a number of developments. First and foremost is the increasing recognition of the importance of profitability of retaining existing customers. Secondly, technologies have been developed which enable the collection, manipulation and analysis of huge banks of customer information. Large retailers can use store cards to obtain detailed background information about customer’s ages, salaries and lifestyles, and point-of-sale technology can be sued to track purchases made by every customer. Electronic storage enables all of this information to be retained, manipulated and integrated, while detailed analyses can be carried out on ever more powerful computers. Companies are thus able to target individuals amongst their thousands of customers with unique promotions or information matched to their back grounds and to their purchasing tendencies. Thirdly, companies feel a need to use relationship marketing because of increased competition: amassing knowledge about customers and building up customer relationships through interactive contact can enable organizations to differentiate their products or services more easily form those of competitors.

However, relationship marketing is not always the right route for organizations to take, and is not appropriate for all customers. Some bank customers, for example, cost more to serve than the bank actually makes form their custom, while a supermarket customer who spends very little and does not shop regularly does not justify the expenditure of several pounds per annum on relationship marketing. In addition, customers may not always be interested in a relationship, even where there are demonstrable benefits to be had.

Overall, successful relationship marketing depends upon selecting and targeting the customers you wish to retain, and identifying sales areas where the investment and effort will be worthwhile. Many organizations have found the approach to be very rewarding in terms of customer retention and related profitability, but relationship marketing is still a developing field and is neither cheap nor easy to operate. It involves an integrative approach which draws marketing, quality and customer service together; it also depends upon developing the capacity of every employee particularly front-line staff to market the goods or services of the organization in a customer-focused way; and finally, it can require heavy investment in appropriate information technology.

1. In the first paragraph, the writer describes relationship marketing as ____.

A. an idea that has passed in and out of fashion over the last few years.

B. a term used for an activity that used to exist in a more basic form.

C. a way for a company to advertise to its customers.

D. a way for a company to analyze its profitability.

2. Why are small shopkeepers used to illustrate relationship marketing?

A. Their success depends on their relationships with their customers.

B. They keep information about their customers on computer.

C. They were the first to use the term relationship marketing.

D. Their relationship with customers has started to change recently.

3. One reason why large companies didn’t use relationship marketing in the past is that ____.

A. they underestimated the true value of customer loyalty.

B. heir customers didn’t want them to collect information.

C. they didn’t need to find out about individual customers.

D. they didn’t think they could justify the expenses.

（二）快速阅读 Skimming and scanning.

There are various ways in which individual economic units can interact with one another. Three basic ways may be described as the market system, the administered system, and the traditional system.

In a market system individual economic units are free to interact among each other in the marketplace. It is possible to buy commodities from other economic units or sell commodities to them. In a market, transactions may take place via barter or money exchange. In a barter economy, real goods such as automobiles, shoes, and pizzas are traded against each other. Obviously, finding somebody who wants to trade my old car in exchange for a sailboat may not always be an easy task. Hence, the introduction of money as a medium of exchange eases transactions considerably. In the modern market economy, goods and services are bought or sold for money.

An alternative to the market system is administrative control by some agency over all transactions. This agency will issue edicts or commands as to how much of each good and service should be produced, exchanged, and consumed by each economic unit. Central planning may be one way of administering such an economy. The central plan, drawn up by the government, shows the amounts of each commodity produced by the various firms and allocated to different households for consumption. This is an example of complete planning of production, consumption, and exchange for the whole economy.

In a traditional society, production and consumption patterns are governed by tradition; every person’s place within the economic system is fixed by parentage, religion, and custom. Transactions take place on the basis of tradition, too. People belonging to a certain group or caste may have an obligation to care for other persons, provide them with food and shelter, care for their health, and provide for their education. Clearly, in a system where every decision is made on the basis of tradition alone, progress may be difficult to achieve. A stagnant society may result.

1. What is the main purpose of the passage？

A. To outline contrasting types of economic systems.

B. To explain the science of economics.

C. To argue for the superiority of one economic system.

D. To compare barter and money-exchange markets.

2. In the second paragraph, the word “real” in “real goods” could best be replaced by ____.

3. According to the passage, a barter economy can generate ___.

4. According to the passage, who has the greatest degree of control in the administered system？

5.Which of the following is not mentioned by the author as a criterion for determining a person’s position in a traditional society？

（三）名词解释 Define the following terms.

1. Booking order

2. CFS

（四）回答问题 Answer the following questions.

With no laor shortage, what prosperity will it expect in the article?

（五）翻译 Translate the following sentences into Chinese.

In China, as a result of the economic reforms and market opening measures, SMEs have enjoyed remarkable development and have grown to become an important force in contributing towards sustained and rapid growth of the Chinese economic.

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