本书通过大量的阅读，可使学生巩固基本词汇和语法各识，提高英语阅读能力。这本书较适合商务英语专业的学生使用

《新编商务英语泛读(1～6)》是商务英语系列教材之一。本教材的语言材料新颖、地道，文章均选自当代英美报刊杂志以及某些商务专著；内容丰富、涉及面广，涵盖金融、财经、企业管理、国际贸易、电子商务等诸多领域。本教材采用英语语言和商务知识有机结合的编写方式，使学生既能提高英语阅读理解能力，又能系统地掌握商务英语的基本词汇及其表达方式，全面地获得有关商务的基本知识。本教材适合商务英语专业的学生使用

Unit l  l

Part A Text ………………………………… 2

Text A Pricing(1) ……………………………2

Text B Pricing(11) …………………………11

Part B Fast Reading…………………………21

Unit 2………………………………………………27

Part A Text ……………………………………28

Text A Aspects of Culture(I) …………………28

Text B Aspects of Culture(11) …………………35

Part B Fast Reading …………………………42

Unit 3 ………………………… …………………49

Part A Text……………………………………50

Text A The Marketing Mix：The Four Ps ……50

Text B Burger K ing Revamps Its Image ……5 7

Part B Fast Reading ………………………… 63

Unit 4 ………………………………………………69

Part A Text ……………………………………70

Text A Promotion…………………………………………………… 70

Text B How to lmprove Your Communication Eftectiveness? ……78

Part B Fast Reading …………………………………………………88

Unit 5 …………………………………………………………………… 95

Part A Text ……………………………………………………………96

Text A Physical Distribution…………………………………………96

Text B Famous Amos …………………………………………104

Part B Fast Reading ………………………………………………111

lest l ……………………………………………………………………119

Unit 6 …………………………………………………………………129

Part A Text ………………………………………………………130

Text A Customer Relations …………………………………………130

Text B Stew Leonard：The World"S Largest Dairy Store ……137

Part B Fast Reading ………………………………………… 145

Unit 7……………………………………………………………………151

Part A Text …………………………………………………………152

Text A International Marketing………………………………………152

Text B Parker Pen"S Globalization Strategy ………………………159

Part B Fast Reading ………………………………………………165

Unit 8…………………………………………………………………… 173

Part A Text …………………………………………………………174

Text A Methods of Payment in Foreign Trade ……………………174

Text B The American Banking System …………………………182

Part B Fast Reading ………………………………… 190

Unit 9……………………………………………………………195

Part A Text ………………………………………………196

Text A Introduction to Companies ……………………196

Text B The Income Statement and the Balance Sheet ………196

Part B Fast Reading …………………………………216

Unit lO …………………………………………………………223

Part A Text ……………………………………………224

Text A Contracts ………………………………………224

Text B Foreign Exchange ………………………………231

Part B Fast Reading …………………………………239

lest 2……………………………………………………………247

Vocabulary ……………………………………………………257

Key………………………………………………………………270

The Marketing Mix：The Four Ps 1 The variety of smaller market segments within the consumer and business market is enormous·and the firm that is good at target marketing will have a valuable edge over its competitors．But identifying the market is only part of the task-The other basic element in any total marketing program is the marketing mix．2 The marketing mix can be defined as the blend of prOduct，prjce， promotion，and placement(or distribution)that satisfies the demands Of the cnosen market segment·The four Ps have to fit closely together．And，as we shall see，the key to effective marketing is the ability to adjust each of the four factors in response to the demands of the target market"s product. 3 A businessperson"s first marketing decision concerns the prOducts Or services that wi l l attract customers in the target market．The key is tO determine consumers"needs and wants and translate them into desirable products and services-Rising crime rates，for example，have created a target market among small businesses for a growing number of sec…tvservices-Similarly,the rapid increase in the number of working wOmen has Inspirea clothing manufacturers to include more high．priced Iadies"suits in their overall product mix：many women have discovered they need tO。tdress for success"just the way men do．4 Changing conditions require the continuous reevaluation of product lines．AtProcter&Gamble，alert executives saw rising detergent costs as a threat to continued high-volume usage of their products in the home and added totheir l ist of products a number of cIOth-substitute paper products·including ampers disposable baby diapers．Pampers nOW outsell P&G"S Tide

detergent．In addition，P&G has responded to the rising costs of raw materials，such as coconut oil，by reformulating bar soaps and other products with much less expensive oils．In the steel industry，increased imports have convinced U．S．Steel，Armco，and National Steel，among  others，to begin entirely new businesses in chemicals，insurance，and banking．5 After picking the products to be developed businesspeople make other marketing decisions about each one．These include selecting a brand name，designing a package and establishing a product guarantee．Price6 Having made the basic decisions about the product l ine，the marketing manager must decide how the company should price its products．Perhaps a policy based on low prices will increase profits to the greatest possible amount．Supermarkets have used this tactic successful ly on two levels．Most offer unbranded，SO-called generic products at the lowest price and offer their own brand，usually at a slight higher price，in addition to the highest-price commercial brands．On the other hand，the desirability of some products depends on a high-quai lty image，which a high price helps to confer．Curtis Mathes brand televisions are advertised as the"the most

expensive television set in America．And worth it，"and come with a four- year limited warranty．Promotion7 Very often the most important decision a marketing manager makes is how the manufacturer should infOrm prospective customers about jts products．This involves promotion，which includes the sales approach．Some marketing strategists，l ike those at Avon Products，may decide to  emphasize direct selling and spend most of their promotion dollars to train nd pay salespeople．Others，l ike producers of soap and headache remedies，promote their products through advertising，primarily on television．Department stores also spend heavily on advertising，but they choose newspapers as the most effective medium．The alternatives are many and the choice may determine the success of a marketing effort．Placement8 The fourth element in the marketing mix is placement(or distribution)：how the manufacturer gets its products to the customers．Transportation is the malor factor here,but placement also entails decisions about distribution outlets．Tupperware，for example，distributes directly to the consumer through its party approach．Most apparel companies，on the other hand，sel l to retai lers，who resel l to consumers．Some manufacturers employ multiple placement systems．Thus the Whirlpool Corp．sells the Whirlpool brand of appl iances to dealers for distribution to sales outlets and it also makes the Kenmore brand，which it ships directly to Sears，Roebuck& Co．Sears itself sel ls through its stores and by catalog．Hart Schaffner Marx makes suits and sportswear for independent retailers but also makes them available to consumers through its own retail stores，including Wallach"S and Baskin．In short，there are many ways of distributing goods． The Right Combination 9 Finding the best mix of product，price，promotion，and placement has become an

increasingly complex task for most businesses．Marketing directors have found that even themost subtle cheooes in the shanp or color of packaging,for instance，or the way the product is displayed in a store--can have a decisive impact on a product"S success，quite apart from its actual quality．

  《新编商务英语泛读》是商务英语系列教材之一。教材中的语言材料均选自当代英美报刊杂志以及某些商务专著，其内容新颖、涉及面广。本教材旨在通过较大量的阅读，使学生巩固已学的基本词汇和语法知识，扩大词汇量，加强语感，提高英语阅读能力。若配合本系列教材的其他分册使用，则更能系统地掌握商务英语的基本词汇及其表达方式，全面地获得有关商务的基本知识。

考虑到商务英语初学者的英语语言基础尚不扎实，以前又很少接触商务材料，我们对教材中涉及商务知识的阅读材料作了精心设计：随着学生在其他专业课中商务知识的逐步增加，本教材中商务材料所占的比例逐渐增大。在第1、2册中商务材料约占60％·以上，在第3、4册中占80％，以上，第5、6册课文均为商务材料。

本教材共计6册，每册10个单元。每单元分2个部分。第1部分由课文 (Text)及相应的练习组成，其中Text A可作为主课文使用，Text B可作}[ome Reading使用，教师亦可根据需要作适当调整；第2部分为快速阅读(Fast：Reading)，每单元都配有2篇短文及相应的练习，其目的是培养学生在有限时间内快速准确地获取主要信息的能力，此部分可在课堂规定的时间内完成。本教材每册各配有期中与期末2套自测题，用以检查已学过的词汇、语言知识、商务知识及阅读理解能力。每册书后附有该册生词总表及练习答案，供教师和学生参考。

本教材可供普通高等学校、高等职业学校、高等专科学校以及成人高等学校商务英语专业的学生使用，亦可用作爱好英语的非商务英语专业学生的自学课本。各学校在使用本教材时可根据学生英语及商务知识的基础灵活掌握。英语基础好的学生可以直接用第2册作起点，也可有选择地使用课本中的商务材料。

由于时间仓促，水平有限，疏漏和错误之处在所难免，欢迎批评指正。