职业大学英语Unit Two

1、Unit TwoText AText B能力分析训练Text A While the term E-commerce refers to all online transactions, B2C stands for “business-to-consumer” and applies to any business or organization that sells its products or services to consumers over the Internet for them to use. For one thing, the customers are differe

2、nt B2B (business-to-business) customers are other companies while B2C customers are individuals. Overall, B2B transactions are more complex and have higher security needs. Beyond that, there are two big distinctions: Negotiation & Integration. 1.What is the difference between B2C and B2B E-commerce?

3、 In the late 90s, dotcoms like A and eBay which were quickly gaining in size and market capitalization posed a threat to traditional brick and mortar businesses. In many ways, these dotcoms seemed to be rewriting the rules of business they had the customers without the expenses of maintaining physic

4、al stores, little inventory and little concern about actual earnings. 2.Why was there so much hype surrounding B2C E-commerce? B2C E-commerce may be ailing, but it isnt dead. Its still worthwhile to go ahead with B2C E-commerce. Just make sure you have a business plan that includes profitability not

5、 too far down the road. 3. Is B2C commerce really dead? With so many dotcoms dying, is it worthwhile to move ahead with B2C E-commerce? In the early days, E-commerce initiatives were often led by groups that were separate from the main IT department. The extreme example of this kind of separation wa

6、s the spinoff model, in which stand-alone Web sites were created thousands of miles from company headquarters with other staffs. 4. How should companies organize their B2C initiative? The so-called conversion rate for B2C E-commerce sites is still fairly low. Some ways to boost your conversion rate

7、include improving navigation, simplifying checkout process, and sending out E-mails with special offers. 5. What are the major challenges of B2C E-commerce?Focus on personalization.Create an easy-to-use customer service application.Focus on making your site easy to use. 6. With so many sites out the

8、re, how can you build a strong relationship with customers? Yes. Once you establish a privacy policy, though, make sure you follow it, or youll be putting your company at risk for lawsuits and bad press. 7. Do I need a privacy policy for my B2C initiative?Notes 1While the term E-commerce refers to a

9、ll online transactions, B2C stands for “business-to-consumer” and applies to any business or organization that sells its products or services to consumers over the Internet for them to use. （1）apply to 作“适用于”解释。例如：the results apply to all groups 结果适用于所有小组 （2）that sells its products or services to co

10、nsumers over the Internet for them to use是定语从句，修饰前面的先行词any business or organization。 本句译为：电子商务指的是所有在线的商业事务，而B2C则代表了“企业到顾客”的商业模式，它适用于任何企业或组织，只要它们是通过互联网向顾客出售产品或服务的。 2and its why the first B2B applications were for buying finished goods or commodities that are simple to describe and price. 这里的it是形式主语，t

11、hat are simple to describe and price是定语从句，修饰前面的先行词finished goods or commodities。 finished goods /commodities作“成品”解释，是固定用法。 本句译为：这也就是为什么B2B起初的应用是购买那些容易描述和定价的成品。 3By late 1999, Amazon had a market capitalization of close to $25 billion, eclipsing some of the largest and most established companies in A

12、merica. （1）close to 作“接近于”解释。 例如：Close to a hundred experiments have been made. 已经进行了近一百次的实验。 （2）eclipsing some of the largest and most established companies in America 是现在分词短语，在翻译时采用了分译法。 本句译为：到1999年末，亚马逊网所拥有的市场资本接近250亿美元。 这令美国的一些最大、最早建立起来的公司黯然失色。 4But many never made it to the initial public offer

13、ing after the Nasdaq started to tumble in the spring of 2000. 这里的many作主语，相当于many companies，是形容词转译成名词的一个例子。 例如：the poor and the rich 穷人和富人 They tried their best to help the sick and the wounded. 他们尽一切力量去救助病号和伤员。 本句译为：当纳斯达克指数于2000年春天下跌以后，许多公司甚至还没有开始向公众提供服务就夭折了。 5At the same time, brick and mortar reta

14、ilers are attracting more online visitors and profiting from multichannel strategies in which they promote their websites in stores and advertise in-store promotions on their websites. 这里的in which they promote their websites in stores and advertise in-store promotions on their websites是定语从句，修饰前面的先行词

15、multichannel strategies，而且在这里采取的是分译法。 本句译为：与此同时，那些实体零售商则吸引了越来越多的在线访问者，并从其多渠道商业策略中获利。 这些策略包括在店内推广其网站，并在网站上广告店内促销活动。 6American Airlines has personalized its website so that business fliers view it as a business airline and leisure travelers see it as a vacation site. so that可以引导结果状语从句，也可以引导目的状语从句。 在这里

16、so that引导的是结果状语从句。 例如：Please speak louder so that every one can hear you clearly. 请大声地说，这样大家都能清楚地听到。（表示目的） I took an early bus so that I got there in time. 我乘了早班公共汽车，提早到了那里。（表示结果） 本句译为：美国航空公司将它的网站设计的个性化，这样一来商务乘客就会视它为一家商务航空公司而休闲的旅游者则视之为一个度假网站。 7Focus on making your site easy to use. E-commerce has in

17、creased the focus on customer satisfaction and delivery fulfillment. 第一个focus是动词，而第二个focus是名词，都作“集中，聚焦”解释。 本句译为：注重使你的网站使用起来简单方便。 电子商务越来越注重顾客的满意度和商品配送的执行情况。Text B By 2004 it is projected to reach $7.29 trillion with North America accounting for nearly 40% of this.Pretty soon most businesses will be E

18、-businesses to some extent. What is B2B? Its clear that B2B E-commerce involves businesses selling things to each other over the Net, but theres a lot more to it than that. The difference the Internet has made is that instead of expensive and complicated point-to-point links or proprietary networks

19、having to be set up, there is a standard, reliable and secure universal communications system which companies can utilize to transact business the Internet. It is, in effect, a kind of virtual universal market square on which any business can set up its own stall and begin trading. Its easy to see t

20、hat an on-line marketplace, which mirrors the physical marketplace, will make it easier for companies to transfer information, and make financial transactions quicker and more efficient. The real point about business on the Net is that it allows completely new ways of doing business to develop. With

21、 so many businesses on line, one of the problems is going to find the best company to do business with. Simply scouring the Net and looking for a company that exactly matches the criteria you are looking for is likely to be time-consuming and frustrating. What is needed is a sort of virtual middlema

22、n, or market maker who can bring together buyers and suppliers. And this is exactly what has developed. A new breed of electronic “hubs” has emerged which can intelligently route business transactions over the Web from one business to another. These “Portal Sites” are also known as “marketplaces”, “

23、B2B sites” or in the case of industry-specific hubs “Vertical Portals”. They all perform the same function of bringing buyers and sellers together, increasing market liquidity and generally reducing the cost of doing business on-line. Portal sites usually operate in one of three ways.Catalog SitesEx

24、change SitesAuction SitesNotes 1Pretty soon most businesses will be E-businesses to some extent. to some extent 作“在某种程度上”解 例：to some（a great, a certain）extent在某种（很大，一定）程度上 本句译为：不久，绝大多数企业成为某种程度上的电子商务公司。 2Its clear that B2B E-commerce involves businesses selling things to each other over the Net, but

25、theres a lot more to it than that. It作先行代词用，在句子中充当形式主语，that后跟的从句为真正的逻辑上的主语。 本句译为：我们都清楚企业对企业的电子商务涉及企业在网上相互出售物品，但其含义并非如此简单。 3The difference the Internet has made is that instead of expensive and complicated point-to-point links or proprietary networks having to be set up, there is a standard, (reasona

26、bly) reliable and secure universal communications system which companies can utilize to transact businessthe Internet. 一个英语长句往往可以被分译成几个短句，以便更加符合汉语的习惯。 本句译为：而互联网所带来的改变是它取代了昂贵复杂的点对点式的连接或私有网络，并形成了一个标准、可靠而又安全的全球性的通信系统，使得企业能利用它进行各种商业活动。 4It is, in effect, a kind of virtual universal market square on whic

27、h any business can set up a its own stall and begin trading. 这里的on which any business can set up a its own stall and begin trading是一个限定性定语从句，修饰前面的先行词market square。 该句属于“介词+which/whom/whose”引导的定语从句，该结构中介词的选择取决于从句谓语动词的固定搭配，或先行词的习惯搭配。 例如：This is the computer on which he spent all his savings. 这就是那台他花了所

28、有积蓄的计算机。 It is written by a person with whom we are all familiar. 这是由我们大家都熟悉的一个人所编写的。 本句译为：它事实上是一个虚拟的全球化的大市场，在这个市场中任何企业都可以建立起自己的摊位，开始自己的贸易。 5Its easy to see that an on-line marketplace, which mirrors the physical marketplace 这里的which mirrors the physical marketplace是一个非限制性定语从句，修饰先行词on-line marketpla

29、ce，其关系词which是不可省略的。 本句译为：很显然，具有实体市场相同特征为在线市场 6Simply scouring the Net and looking for a company that exactly matches the criteria you are looking for 这里的you are looking for 是一个定语从句，修饰先行词criteria，它省略了关系词that/which。 本句译为：简单地在网上搜索一家完全符合你的标准的交易公司可能是 7A new breed of electronic “hubs” has emerged which ca

30、n intelligently route business transactions over the Web from one business to another. 这里的which can intelligently route business transactions over the Web from one business to another，修饰先行词hubs。 该定语从句没有直接跟在先行词后面，是因为从句很长，为了保持句子的结构平衡，故将它放在谓动词后面。 本句译为：新出现的电子“集线器”能聪明地通过万维网在各个公司之间发送各种商业贸易事件。 8They all pe

31、rform the same function of bringing buyers and sellers together, increasing market liquidity and generally reducing the cost of doing business on-line. 在the same function of 后面跟了三个并列的动名词短语，即bringing，increasing和reducing 本句译为：它们都起着相同的作用，就是将所有的买家和卖家聚集在一起。 这样不但增加了市场的流动性，而且还在整体上降低了在线交易的成本。 能力分析训练Skills o

32、f UnderstandingSkills of Translation Skills of Business E-mail Writing Skills of Oral Language in Working Condition Skills of Understanding寻找重要事实和论据 理解一篇文章，只找出主题句或了解其大意是不够的，还要找到支持主题句或中心思想的重要事实或论据。 阅读理解考查的是读者从书面文字材料获取信息的能力，尤其那些重要的信息重要的事实或论据。 读者判断是不是主要事实可以从两方面下手。 It was the use of the telescope, of co

33、urse, that opened the modern age of astronomy and made possible the growth of all our current theories. Johannes Kepler and Tycho Brahe tried to answer some questions about the solar system, but it was Galileo who made the first use of the telescope to observe the heavens close up. 1看是否围绕中心思想 Born i

34、n 1564, Galileo added greatly to our knowledge of the stars before he died in 1642. By means of his telescope he discovered moons in orbit around Jupiter. Although he saw only four, scientists after him discovered eight more moons. Galileo also observed that the planet Venus did not always appear th

35、e same size. It was his wise use of the telescope that helped him understand this important fact: the sun and the earth is the center of the planets. Question: Which of the following facts are more important in this paragraph? （A）Kepler and Brahe answered questions about the solar system. （B）Galileo

36、 was born in 1564 and died in 1642. （C）Galileo discovered moons around Jupiter. （D）Scientists after Galileo discovered eight more moons around Jupiter. 这一题的正确答案为（C）。 因为该段的中心思想是Galileo made the first use of the telescope to observe the heavens close up. 而（A）（B）（D）所提供的事实或细节和主题关系不密切，均是次要的。2运用层次或结构规律（1）

37、重要事实或论据平行排列。 When such a project is complete, the rubbish will be processed like this: first, it will pass through sharp metal bars which will tear open the plastic bags in which rubbish is usually packed; then it will pass through a powerful fan to separate the lightest elements from the heavy soli

38、ds; after that grounders and rollers will break up everything that can be broken. Finally, the rubbish will pass under magnets, which will remove the bits of iron and steel; the rubber and plastic will then be sorted out in the final stage. 这段文摘中有四个并列的论据，分别由first，then，after that，finally引导。 Teaching

39、offers me money. I get paid to do what I enjoy: reading, talking with people, and asking questions like, “What is the point of being rich?” （2）有时作者想强调某一论据比其他论据重要，在组织排序时采取重要次要不重要的降级排列或次要重要最重要的升级排列。 Teaching also offers me power. I have the power to nudge, to fan sparks, to suggest books to point out

40、a path way. But teaching offers me more than money and power. It offers love, not only the love of learning and of books and ideas but also the love that a teacher feels for that rare student who walks into a teachers life and begins to breathe. Perhaps love is the wrong word: magic might be better.

41、 我们可以看出在三个主要论据中作者强调的是最后一个，他采取的是层层递进的方法。 Skills of Translation词类转换译法 在翻译过程中，我们常常需要把英语原文中的某些词汇转译成汉语中词性不同的词汇，这样才便于行文和使译文准确达意。 这是因为英汉两种文字的各种语言现象不对等的缘故。 指望把英文原文的词汇按照原有的词性进行翻译就能准确地表达原文意思，是不切实际的。 翻译过程中的词性转换大致有以下几种。 The application of electronic computers makes for a tremendous rise in labor productivity. 使

42、用电子计算机大大提高了劳动生产率。 His music was an exciting mixture of country music and the blues. 他的音乐融合了乡村音乐与蓝调，十分感人。1英语名词转译成汉语动词 The film “Titanic” impressed me deeply. 电影泰坦尼克号给我留下了深刻印象。 The electronic computer is characterized by its accurate and rapid computation. 计算机的主要特征是计算又快又准。2英语动词转译成汉语的名词 The man nodded

43、with satisfaction. 那人满意地点了点头。 He had the honor to attend the second round peace talk. 他荣幸地出席了第二轮和谈。3英语名词转译成汉语副词 At last, he whispered a hurried good-bye to his host and darted toward the door. 最后，他赶紧向主人轻声道别，然后向门口跑去。 The manager is grateful to the customers for their valuable suggestions. 经理感谢顾客们提出的宝

44、贵意见。4英语形容词转译成汉语动词 They did their best to help the sick and the wounded. 他们尽了最大努力帮助病号和伤员。 The more carbon the steel contains, the harder and stronger it is. 钢的含碳量越高，强度和硬度就越大。5英语形容词转译成汉语名词 请使用上述技巧翻译下列句子。 1He admires the Presidents stated decision to fight for the job. 2Rockets have found application f

45、or the exploration of the universe. 3The sight and sound of our jet planes filled me with special longing. 4The fact that she was able to send a message was a hint. 5Success is dependent on his effort. Exercises of Such SkillSkills of Business E-mail Writing求 助 信 In some cases, colleagues write E-ma

46、ils to each other for help. Written English is different from spoken English. We must follow certain etiquette. Now read the following sample, and try to learn how to write a polite and effective E-mail. 在某些情况下，同事之间互相发电子邮件来寻求帮助。 英语中书面和口语是有区别的，我们必须遵循某些礼节。 阅读下面的例子，学习如何写一封礼貌而有效的电子邮件。From: TomTo: LilyCc

47、:BCC:Subject: Please do me a favor!Date: Fri, May 5, 2009AAsk for a favor寻求帮助Dear Miss Lily, Could you please do me a favor at 9:00 a.m. on Mon, May 8? I am on a business trip, and it will be delayed until next weekend, so I really need you to run（主持）the weekly seminar（讨论会）in our department for me. I know it might take some preparation time, but you are the only one I can count on（依靠）, and I know that you are more than qualified to run this event. Please let me know if you can help. I look forward to hearing from you and I hope I can return the favor sometime（日后）.Sincerely