difficult sentences

Unit 1

Salespeople are included in most marketing mixes.大多数营销组合都需要销售人员。

But they try to attract attention to the firm and itsofferings without having to pay media costs.

但是，宣传人员却尽力将潜在顾客的注意力吸引到公司和其产品上而无需付媒体的费用。

Trade magazines, for example, may carry articles featuring thenewsworthy products of regular advertisers — in part becausethey are regular advertisers.

例如，商业杂志可能登载广告常客有报道价值的产品的专题报道——部分原因是因为他们是广告常客。

For example, one video — distributed to TV stations atHalloween — discussed a government recommendation thatparents use makeup rather than masks for young children.例如，一个视频录像——在万圣节被分送到各电视台——讨论了推荐父母在万圣节给小孩子使用化妆品而不是面具这一问题。

Sales promotion refers to promotion activities — other thanadvertising, publicity, and personal selling — that stimulateinterest, trial, or purchase by final customers or others in

the channel.

销售推广是指不包括广告、宣传和人员推销在内的刺激销售渠道中的最终顾客或者其他环节的兴趣、试用或者购买的促销活动。

Unit 2

Haier culture is a concept rooted in value where the focus ison innovation.

海尔文化的根基是以创新为核心的价值理念。

The goals of Haier are to establish a globally recognizedChinese market brand and bring honor to the Chinese nation.海尔的目标是树立一个全球认可的中国市场品牌来为中华民族争光。Haier culture is not only highly respected domestically, butit has also been profiled in MBA case studies by world-recognized universities, such as Harvard University.

海尔文化不仅在国内很受尊重，还被一些世界公认的著名大学，如美国的哈佛大学等收入了该校的MBA的案例研究简介中。

It began as a small neighborhood workshop and has grown to oneof the largest companies in the country reporting annual salesof 16.2 billion yuan, with a net profit of 536 million yuan.它由一个街道小作坊起家，发展成为中国最大的公司之一，年销售额达到160多亿元，年净利润为5.36元。

Three years ago, Electrolux began its “Learn from Haier”

campaign, reflecting its desire to create China-specificstrategies,

三年前，伊莱克斯公司开展了一场“向海尔学习”的活动，反映出他们想创造具有中国特色的海尔策略的愿望。

Haier will continue its advance to be one of the world’s top500 companies under the guidance of its global brand marketingstrategy.

在其全球品牌营销策略的指导下，海尔将继续前进，使自己跻身于世界500强公司之列。

Unit 3

I might have been physically safer staying home, but Icertainly risked my financial well-being buying online.我呆在家里身体上可能更安全，但网上购物在经济上肯定要冒风险。I picked up the local paper and saw a page one headline thatread: \"Identity thefts hit residents in region.\"

我拿起当地报纸看到头版大标题：“本地区居民身份证屡遭盗窃”。Amazingly, the ISP still responded that it was highly unlikelythat security had been breached on its end, since no creditcard data was in danger.

令人吃惊的是，这家因特网服务商仍然回答说，他们的终端安全受到破坏是根本不可能的，因为信用卡数据全都没有危险。

From there I can only assume that they gained access to creditcard data and any other information registered with the site.由此我们只能认为他们得到了信用卡数据和在网站注册的其他信息.But why is it this easy for attackers to steal our onlineinformation?

可是为什么攻击者窃取我们的网上信息如此容易呢？

In more than 20 years of using charge cards at restaurants anddepartment stores, not once has my credit card number beenstolen -- never mind used as a lever to unlock other financialaccounts.

我在饭店和百货商店使用信用卡20多年了，信用卡号码一次也没有被盗窃过，更不用说用这个号码作工具去启用其他账户了。

Could it be that the e-commerce sellers, in their rush toincome, oversimplify security so as not to discourage buyers?是不是因为电子商务的卖家为了追求高收入，害怕吓跑客户而过分简化了安全措施呢？

Unit 4

Stereotypes and misunderstandings about people from othercultures sometimes seem to be unavoidable.

对于从其他文化环境中来的人,有时似乎不可避免地存有某种成见和误

解。

He explained to me that this is a common way to name kids inGhana.

他对我解释说，这是加纳人给孩子取名字的一种常见的方式。

Confused by the sudden request, I replied, \"Why are you askingme, Kofi?

我被这突如其来的请求给搞糊涂了，于是回答他：“你怎么会找我呢，科非？”

He didn't believe that I had never used a computer until Iexplained that not many people used computers in Japan yet,and many things were still handwritten.

他不相信我从未用过电脑，直到我向他解释那时在日本用电脑的人也不多，很多东西依然是手写的，他才相信。

What interested me most was the way Vietnamese concepts andvalues were translated into English.

令我最感兴趣的是越南人的观念和价值观译成英语时的表达方式。Another expression which startled me at first was the standardresponse made by students on being thanked for performing somesmall tasks like cleaning the chalkboard. “It's my duty”,they would say.

另一个最初也让我感到惊讶的标准说法是，当学生们做了擦黑板这样一

些小事以后，你对他们表示感谢，他们回答说：“这是我应该做的。”Colleagues explained that they meant that they wanted toperform this small service for me, and that I didn't have tothank them, or even notice what they had done

同事解释说,他们的意思是他们愿意为我做这点小事，我不必感谢，甚至可以不必留意他们干了些什么。

While the transfer of those cultural values into English cancause misunderstanding and create unintended obstacles tosuccessful communication, it can also be elucidating,providing valuable insights into a different value system.尽管这些文化价值观转换成英语会引起误解和顺利交际造成意外障碍，但它也给人以启迪，增进我们对不同的价值体系的有益了解。

Unit 5

To celebrate Elsie's 60th birthday, Manhattan will be the siteof the celebration, complete with a barn, white picket fence,hay and of course, the world's most popular cow, Elsie.为了庆祝埃尔西的60岁生日，曼哈顿将作为庆典现场，有牛舍、白色的栅栏、干草，当然还有全世界最受人喜爱的奶牛——埃尔西

Through the past 60 years, the friendly and cheerful bovine

has come to embody all that is dairy and has \"mooed\" her wayinto the list of top 10 icons of all time according toAdvertising Age.

过去60年中，这个和蔼可亲的奶牛形象已经成为体现奶制品一切特征的标志，并且一路“哞”声不断，进入了《广告时代》评出的有史以来十大顶尖广告形象的行列。

The world's most famous cow is recognized nine out of tentimes by people who know her for her smile and warm eyes.人们推崇这一世界上最出名的奶牛，十之是因为喜欢她的笑容和暖人的眼神。

It was in 1938 that Elsie came to life when a radiocommentator singled Elsie out in a commercial that he read onthe air.

1938年，一家电台的主持人在播送一则商业广告时突出了埃尔西，就是从那时起埃尔西就以活生生的形象出现了。

It began when I first set my eyes on her at the 1939 World'sFair in New York making her the living, breathing Elsie,\" saidCavanaugh.

一位顾客说：“1939年在纽约的世界博览会上第一次看见被打扮得栩栩如生的埃尔西时我就迷上了她。”

Unit 6

The chance that a loss of this kind may occur is called aneconomic risk.

发生这类损失的可能性就叫经济风险。

This is possible only when the cost of insurance is shared bymany people who face a similar risk.

这只有当面临同样风险的许多人共同分担保险费用时，保险才成为可能。

The premiums paid by all policyholders are used to pay thosewho have losses.

所有投保人缴纳的保险费就用来赔付遭受损失的人。

In this way, a loss that might result in great financialhardship for one person or household is shared by many people.这样，就可以由许多人共同分担一人或一户由于遭受损失所造成的严重经济困难。

A business owner can also insure against a loss of profitsduring a shutdown following a fire or damaging accident.企业主也可以为因火灾或破坏性事故而停业期间所遭受的利润损失保险。

Property insurance provides protection against possiblefinancial losses resulting from damages to the policyholder’sproperty.

财产保险为投保人因财产损坏而可能造成的经济损失提供担保。