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1、BEC 整理 1 / 11Unit12advertising 广告aimed 旨在awareness 意识channel 渠道loyalty 忠诚maturity成熟medium 中小型tactics 策略、战略target 目标trial 尝试The basic idea behind the marketing concept - that you make what you can sell rather than sell what you make - does not mean that your product will sell all by itself. Even a go
2、od, attractively-priced product that clearly satisfies a need has to be made known to its target customers.市场营销的基本观点是做你可以卖的，而不是卖你做的并不意味着您的产品将全部自动售出。即使是一个很好的、价格诱人的、且显然满足于某一需求的产品，也必须要让它的目标客户知晓。Sales promotions can also be aimed at distributors, dealers and retailers, to encourage them to stock new ite
3、ms or larger quantities, or to encourage off-season buying, or the stocking of items related to an existing product. 促销也可以针对分销商、经销商和零售商，鼓励他们去购买新的商品或更大的数量，或鼓励淡季购买，或商品的存储与现存的产品有关的项目。1.advertising 广告 competitors 竞争对手 publicity 宣传 sales promotion 促销2.advertising agency 广告代理 advertising campaign 广告活动 med
4、ia plan媒体计划 word-of-mouth advertising 口头广告 3.advertising manager 广告经理 brand-switcher 经常换品牌的人 marketing manager 营销经理 sales rep 销售代表BEC 整理 2 / 114.after-sales service 售后服务 guarantee 保修 optional features 选择性功能 points of sale 销售地点5.brand awareness 品牌意识 brand loyalty 品牌忠诚 brand name 品牌名- brand preference
5、 品牌偏好petitions 竞争coupons 优惠券 free samples 免费样品 line-stretching 产品线延伸7.credit terms 信贷条款 discount 折扣 list price 价目表 packaging 包装8.decline 下降 growth 成长 introduction 引进 product improvement 产品改进9.focus group interviews 焦点团体访谈 internal research 内部研究 media plan 媒介计划 questionnaire 调查问卷10. packaging 包装 plac
6、e 地方 product 产品 promotion 促销Unit13Bookkeeping 簿记Accounting 会计、会计学managerial accounting 管理会计cost accounting 成本会计tax accounting 税务会计auditing 牢记“creative accounting” 违法伪造会计assets 资产liabilities 负债 turnover 营业额 earnings or income 收入stock (GB) or inventory (US) 存储 存货shareholders (GB) or stockholders (US)
7、股东depreciation (GB) or amortization (US) 折旧 creditors (GB) or accounts payable (US) 债权人 应付账额debtors (GB) or accounts receivable (US) 债务人 应收账额 overheads (GB) or overhead (US) 一般管理费用BEC 整理 3 / 11In times of inflation, this understates the value of appreciating assets such as land, but overstates profi
8、ts as it does not record the replacement cost of plant or stock.在通货膨胀时期，这低估了资产升值的价值，如土地的价值，但高估了利润，因为它没有记录的工厂或股票的替代成本Part of the profit goes to the government in taxation, part is usually distributed to shareholders (stockholders) as a dividend and part is retained by the company. 利润的一部分以税收的形式给了政府，一部
9、分是常常被分配给股东作为股息，还有一部分是被公司留存。Companies also have intangible assets, whose value is difficult to quantify or turn into cash, such as goodwill, patents, copyrights and trade marks. 公司还拥有无形资产，其价值是难以量化或换算成现金，如商誉、专利、版权及商标。the basic accounting equation : Assets = Liabilities + Owners Equity基本会计等式：资产=负债+所有者权
10、益Unit14cash card 借记卡credit card 信用卡home banking 家庭银行loan 贷款mortgage 抵押overdraft 透支standing order or direct debit 直接借记current account (GB) or checking account (US) 活期存折deposit account (GB) or time or notice account (US) 储蓄存款cash dispenser (GB) or ATM (automated teller machine) (US) 自动取款机BEC 整理 4 / 11
11、Commercial or retail banks are businesses that trade in money. They receive and hold deposits, pay money according to customers instruction, lend money, offer investment advice, exchange foreign currencies and so on.商业或零售银行是货币交易的企业。他们接受和留存存款，根据客户的指令付钱、借出钱、提供投资建议、兑换外币等。Investment banks, often called
12、merchant banks in Britain, raise funds for industry on the various financial markets, finance international trade, issue and underwrite securities, deal with takeovers and mergers, and issue government bonds.投资银行在英国经常被称为商业银行，为各种金融市场的工业筹集资金，资助国际贸易，发行和认购证券，涉及收购与合并和发行国债。Banks lend to blue chip borrower
13、s (very safe large companies) at the base rate or the prime rate; all other borrowers pay more, depending on their credit standing (or credit rating, or creditworthiness): the leaders estimation of their present and future solvency.银行会以最基本利率或最优惠利率借钱给蓝筹借款人（非常安全的大公司） ；其他所有的借款人支付利率的多少取决于他自己的信贷信誉（或信贷评级，
14、或信用可靠性）：出借人对于他们现在及未来偿付能力的估计。Furthermore, banks are not obliged to deposit any of their Eurocurrency assets at 0% interest with the central bank, which means that they can usually offer better rates to borrowers and depositors than in the home country.此外，银行没有义务以零利率把钱存入央行，这意味着，他们通常可以提供更好的价格给借款人和存款人，比在
15、本国的借存款更好的利率。deposit 存款foreign currencies 外币yield 产量、收益liquidity 流动性maturity 到期日underwrite 包销BEC 整理 5 / 11takeover 收购merger 合并stockbrooking 证券经纪portfolio management 管理投资组合deregulation 放松管制conglomerate 企业集团blue chip 蓝筹solvency 偿债能力collateral 抵押品charge interest 收取利息pay interest 支付利息do business 做生意excha
16、nge currencies 兑换货币issue bonds 发行债券make loans 做贷款make profits 赚取利润offer loans 提供贷款offer advice 提供咨询raise interest 加息receive deposits 接受存款underwrite security issues 承销安全问题unit15A limited company is a legal entity separate from its owners and is only liable for the amount of capital that has been invested in it. If a limited company goes bankrupt, it is wound up and its assets are liquidated (i.e. sold) to
