商务英语4阅读16篇.docx

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1、商务英语4阅读16篇-正文内容开始- Unit 1 International Trade Travelers Checks Many of the banks and travel services in western countries provide a convenience for travelers by issuing travelers checks. Travelers, when buying the checks, have to sign the checks in the?presence of the bank or service clerks. During

2、the trip, travelers can cash the checks at the agencies of the bank or the travel service whenever they need after their?counter-signatures are recognized.?A lot of travelers like to buy these checks as they dont have to take along much cash and worry about?counterfeit signatures. The agencies will

3、get back the money they have paid by sending the checks to the issuing offices. Travelers checks are generally of small face value,?such as ten or twenty dollars, or five or ten pounds, for?miscellaneous payments. There is no time limit for their?circulation period. It is very profitable for the iss

4、uing offices to finance the funds they collect by issuing travelers checks because they not only receive a service charge from the check buyers, but they also dont need to pay any interest no matter how long the checks remain in circulation before clearing.?This is why banks and travel services are

5、willing to provide this convenience. 旅行支票 在西方国家，很多银行和旅行社都发行旅行支票，为旅客提供便利。购买旅行支票时，旅客必须当着银行或旅行社职员的面，在支票上签名。在旅行途中，当旅客需要时，可以在复签得到确认后，向银行或旅行社的代理机构兑现旅行支票。很多旅客喜欢购买旅行支票，因为这样就无须携带大量现金，也不用担心伪造签名。代理机构寄送旅行支票给发行机构，就可以获得其已经支付的数额。 旅行支票通常是小面额，例如10美元或20美元、5英镑或10英镑，用于小额支出。旅行支票的流通没有期限。对发行机构来说，通过发行旅行支票来提供融资便利是有利可图的，因为发行

6、机构不但可以向支票购买者收取费用，而且，这些支票无论在外流通多久，在清算之前，发行机构都可以无息占用（支票上的资金）。这正是银行和旅行社愿意提供便利的原因所在。 Schengen Visa Application Steps ?Identify the country or countries you will be traveling to.?It is particularly important to know which countries you are traveling to because it?determines where and how you are going to

7、 send your application. If you are intending to visit just one Schengen country, you will need to apply for the Schengen visa directly with the embassy or?consulate of that particular country.? If you are intending to visit two or more Schengen countries, your application must be sent to the embassy

8、 or consulate of the country that shall be your main destination. If you are intending to visit several Schengen countries, but do not have a main destination, you should apply for the visa at the embassy or consulate of the first Schengen country on your travel itinerary. ?Fill out an application f

9、orm?beforehand to obtain a Schengen visa.?You can?download and?print off the form online. ?Prepare all the requirements for your Schengen visa application.?Depending on the consulate or embassy, you are required to show the following documents: a valid?national passport; ?evidence showing the purpos

10、e of your trip (e.g. international conference); proof of?medical insurance; a round-trip travel ticket; ?proof of?funds. ?Check the processing time to ensure you get your Schengen visa on time.?The processing time varies per embassy, so it is important to take the processing time into account when p

11、lanning your trip.? 申根签证申请步骤 确定你要去旅行的一个或几个国家。确定你要去旅行的国家，这非常重要，因为这决定了你寄送申请的地点和方式。 如果你打算只去一个申根国家旅行，那么，你需要直接向这个国家的大使馆或领事馆申请申根签证。 如果你打算去两个或更多的申根国家旅行，那么，你的申请必须寄送到主要目的地国家的大使馆或领事馆。 如果你打算去多个申根国家旅行，但没有主要目的地，那么，你应该向旅行计划中的第一个申根国家申请签证。 在获得申根签证前，你要填写申请表格。你可以从网上下载并打印申请表格。 准备申根签证申请所需要的所有资料。大使馆或领事馆一般要求提交以下资料： 有效的公民

12、护照； 旅行目的证明材料（例如参加国家会议）； 医疗保险证明； 往返机票； 资金证明。 核实（签证）处理时间，以确保你按时获得申根签证。各个使馆（对签证的）处理时间不同，因此，在计划出行时，要将（签证）处理时间考虑在内。 Unit 2 Customer Service Customer Service The American idea of customer service is to make each customer the center of attention.?And wherever you go, good customer service means making cust

13、omers feel special.? When customers get to a store, they are treated as?honored guests. Customers dont usually find store clerks sitting around watching TV or playing cards. Instead, the clerks greet them warmly and offer to help them find what they want. Customers usually dont have to ask how much

14、items cost, since prices are clearly marked.? When customers are ready to check out, they can go to the nearest and shortest?Checkout lane. Good stores open new checkout lanes when the lineups get too long. Some even offer express lanes for customers with 10 items or less.?After they pay for their p

15、urchases, customers receive a smile and a warm thank you and have a nice day from the clerk.? In America, customer service continues long after the sale. Many products come with a money-back guarantee.?Expensive items like cars, computers or?stereo often have a?warranty that ensures?trouble-free use

16、 for a period of a year or more. Advertisements regularly include the?motto, Your satisfaction is guaranteed. So if there is a problem with the product, customers can take it back. The customer service representative will often allow them to exchange the item or return it for a full refund.? Custome

17、r service in America grows out of the?belief that the customer is always right. If a person receives poor service from a store, he probably will avoid shopping there in the future. On the other hand, customers often remain?loyal to a business that has excellent service even if their prices are highe

18、r.? 客户服务 美式客服理念认为每位客户都是关注的焦点。无论你到哪儿，良好的客户服务就是让客户感觉与众不同。 当客户走进商店，他们会被当作贵宾对待。客户不会看到商店职员围坐在一起看电视或打牌。相反，职员热情问候，提供帮助，找到客户之所需。客户通常也不用询问产品价格，因为价格已经明确标出。 结账之时，客户可以走向最近、最短的付款通道。当排队人数太多时，好的商店会开启新的付款通道。一些商家甚至为购买10件或10件以下商品的客户提供快速付款通道。客户结账付款之后，职员会送上微笑和温暖的祝福：“感谢您的光临，祝您度过美好的一天。” 在美国，（商品）售出之后，客户服务会延续很长时间。许多产品都有退款承

19、诺。汽车、电脑、音响等高价位的商品通常有质保期，保证一年或更久的时间内使用该产品没有任何问题。广告一般有“包您满意”之类的标语。所以，如果产品有问题，客户可以把它送回去。客服代表往往会允许客户更换其所购商品或者全额退款。 美式客户服务相信“客户永远是正确的”。如果商家的客户服务差强人意，客户可能不再在此购物。另一方面，如果商家的服务上乘，即使其价格高一些，客户也会对其很忠诚。 The Feel Good Factor in Customer Service A?challenge in working in customer service is to ensure that you have

20、 focused your attention on the right key areas,?measured by the right Key Performance?indicator?(KPI). One of the most important?aspects of a customer service KPI is what is often referred to as the Feel Good?factor?.?Basically?the goal is not only to help the customer have a good experience, but to

21、 offer an experience that exceeds expectations. Several key points are listed as follows:? Know what products / services you are offering from back to front.?In other words, be an information expert. It is okay to say “I dont know”, but it should always be followed up by “but let me find out” or pos

22、sibly “but this person will be able to?assist you”. Whatever the situation may be, make sure that you dont leave your customer with an unanswered question.? Most of the communication that you?relay to others is done through body language. If you have negative body language when you communicate with

23、others, it shows that you dont care. Two of the most important aspects of positive body language are smiling and eye contact. Make sure to look your customers in the eye.?It shows that you are listening to them and hearing what they are saying. And of course smiling is more inviting than a blank loo

24、k or frown.? Nothing surprises your customers more than an employee going the extra mile to help them.?Always look for ways to go above and beyond the expectations of your customers.?In doing so, it helps them to know that you care and it will leave them with the Feel Good Factor that you are search

25、ing for.? 客户服务中的“利好因素” 客户服务部门工作的一大挑战，是保证聚焦于正确的关键领域，这可以用关键绩效指标（KPI）来衡量。客户服务关键绩效指标中最重要的一方面，是我们通常所说的“利好因素”。从根本上说，目标是不但要帮助客户获得良好的体验，而且要提供超出客户预期的体验。以下为主要几点： 全面了解你所提供的产品或服务。换句话说，要成为信息专家。说“我不知道”没问题，但是，一定还要说“让我找找”或“这位能够帮助到您”。不管什么情况，一定要确保客户的问题得到答复。 你与他人的大多数沟通交流，是通过肢体语言完成的。如果你与他人交流时，你的肢体语言不积极，就说明你不关心。积极的肢体语言拥

26、有两大关键点：微笑和眼神交流。确保要直视客户的眼睛。这表明，你正在聆听他们，听到了他们所言。当然，微笑会比茫然的表情或眉头紧皱更加友好。 没有什么能比员工加倍努力去解决问题更让客户惊喜的了。一定要想方设法，超越客户的期望。这么做有助于客户感受到你的关心，你一直追寻的“利好因素”也就传递给了客户。 Unit 3 Negotiation Non-Verbal Communication in Negotiation Communication plays an important role in a negotiation.?Participants communicate information

27、 not only?verbally but?non-verbally through body language and gestures. By understanding how non-verbal communication works, a negotiator is able to understand the information the other?participants are giving out non-verbally.?At the same time, the negotiator keeps things secret that would?limit?hi

28、s /her ability to negotiate.? Take “non-verbal anchoring” as an example. In a negotiation, a person can gain the advantage by verbally expressing his / her?position first. He / she also can “anchor” and?gain advantage with non-verbal cues like the following. First, personal space: the person at the

29、head of the table is the obvious?symbol of power. Negotiators may be unhappy with this strategic advantage. Second, first impression: begin the negotiation with positive gestures and enthusiasm. Look the person in the eye with?honesty and?respect. If you cannot maintain eye contact, the other person

30、 might think you are hiding something or you are?dishonest. Another example is reading non-verbal communication. Being able to read the non-verbal communication of another person can be a great asset in the communication process. By being aware of different signs and expressions that a person gives

31、verbally and non-verbally, a negotiator can?adjust his / her approach and the negotiation can go smoothly. If possible, it may be helpful for negotiation partners to spend time together in a comfortable?atmosphere outside of the negotiation room. Being familiar with another person helps you to sense

32、 the differences between verbal and non-verbal communication within the negotiation atmosphere. 谈判中的非言语交际 沟通交流在商务谈判中起着非常重要的作用。谈判人员不仅通过言语交流信息，还可以通过肢体语言和手势等进行非言语交际。通过理解非言语交际如何发挥作用，谈判者能够理解其他谈判人员透露的非言语信息。同时，谈判者对会限制他（她）谈判能力的事情只字不提。 举“非言语定位”一例进行说明。在一场谈判中，一个人可以先通过言语表明他（她）的身份地位，从而获得优势。他（她）也可以采取“定位”的方法，通过下列非

33、言语线索获得优势。首先，个人空间。位于桌子前端的人明显是权力的象征。谈判者一般不喜欢这种战略优势。其次，第一印象。以积极的手势热情饱满地开始谈判，诚实而尊重地看着对方的眼睛。如果你不能保持目光接触，那么谈判的另一方可能会认为你有所隐藏或者你并不诚实。 另外一个例子是读懂非言语交际。能够读懂对方的非言语交际是交流过程中非常有用的能力。通过理解对方利用言语和非言语所表达出的不同信号和态度，谈判者可以调整谈判方法，使谈判顺利进行。如果可能的话，谈判双方在谈判室之外的轻松氛围中共度一段时间，会有很大帮助。熟悉对方可以帮助你感觉出在谈判环境中言语交际和非言语交际的不同。 The Golden Rules

34、 of Negotiating The art of negotiating is a difficult skill for most of us, even good salespeople. Here are three golden rules for you to follow: 1. Always start the Negotiations. You must?initiate the process.?This is because whoever controls the start of the negotiations tends to control where the

35、y end. If you let the other party start negotiations, you will be?constantly giving up control, often without even realizing it. For instance, when you ask someone what his project budget is, you are allowing him to start the negotiations. You will then spend your time?chasing his number rather than

36、 finding the best?solution.?So, never let the other party control the negotiations. 2. Always negotiate in writing. The purpose of negotiations is to arrive at a formal written agreement, not tell a story or spend time talking. From the first moment you begin a proposal, you should?create a document

37、 and take it to the client.?It will include all the points of agreement and become real to the?prospective customer. Negotiating first and then having to create a document adds unnecessary time to a transaction. But if you build your written agreement as you negotiate, you are prepared to ask for a

38、signature the moment the decision to buy is made. 3. Always stay cool. The negotiation table can be loaded with agendas,?egos?and emotions.?Great negotiators know how to stay cool, providing leadership and solutions, while the rest of the room becomes?insanely invested in personal agendas and useles

39、s emotions.?Crying, getting angry and?blowing off?steam may make you feel good, but such behavior will not benefit you while negotiating.?When the rest of the room gets?emotional, stay cool and use?logic to negotiate and close. 谈判的黄金法则 对于我们大多数人，甚至是优秀的销售人员来说，谈判艺术是一种很难掌握的技能。在此给大家提供三条黄金法则： 1. 总是发起谈判 你必

40、须启动谈判程序，这是因为，谁控制了谈判的开始，谁就会控制谈判在哪里结束。如果是对方发起谈判的话，你会不断地放弃对谈判的控制，甚至通常连你自己都意识不到。例如，当你问某人，他的项目预算是多少时，你就让对方发起了谈判。于是，你就会花时间跟着他的数字跑，而不是寻找最佳解决方案。所以，永远也不要让对方控制谈判。 2. 总是以书面形式谈判 谈判的目的是为了达成正式的书面协议，而不是讲故事或者聊天。你从一开始提出建议，就应该拟定文件并带给客户。文件应包括协议的所有要点，并且潜在客户能够实现。先谈判再拟定文件会为交易的达成增加不必要的时间。但是，如果你在谈判时就建立书面协议的话，一旦你决定购买，你就可以准备

41、要求对方签字了。 3. 总是保持冷静 谈判桌承载着议事日程、自我意识和各种情绪。当谈判室里的其他人失去理智，被个人议程和无用的情绪所左右时，伟大的谈判者知道如何保持冷静，如何领导他人并提出解决办法。哭喊、愤怒、发脾气可能会使你感觉好一些，但是，这样的行为在谈判时对你而言没有一点好处。当谈判室里的其他人变得情绪化时，你一定要保持冷静，有逻辑地谈判并结束谈判。 Unit 4 Franchise Franchise Franchising is the practice of using another firms successful business model. The word “franc

42、hise” comes from French meaning free, and is used both as a noun and as a verb. For the franchisor, the franchise is another way to build “chain stores” to distribute goods that avoids the investments and debts of a chain. The franchisors success depends on the success of the franchisees. The franch

43、isee can get more money than a direct employee because he or she has a vital interest in the business. It should be recognized that franchising is one of the means available for getting investment money without giving up control of the chain?operation and building a distribution system for servicing

44、 it. After the brand and the action plans are carefully designed and?properly operated, franchisors are able to sell franchises and expand rapidly across the globe. It is said about 4% of all businesses in the United States are franchisee-worked.?But franchisor rules are usually very?strict in the U

45、S as well as in most other countries.?Trademarks, proprietary service marks and regulations need to be?observed carefully. Its important to know that there is risk for people buying the franchises. There are a lot of myths?surrounding the success and failure rates of franchise businesses. One of the

46、 more popular myths states that franchise businesses have lower risk than?independent business start-ups. Another one suggests that its almost impossible to fail. Both are?untrue, and its important for todays franchise-seekers to be aware of this fact. 特许经营权 特许经营是一种使用其他公司的成功经营模式的做法。“特许经营权”在法语中的意思是“免

47、费”，既可用作名词，也可用作动词。对于特许权拥有人来说，特许经营是建立“连锁店”的另一种方式，这样可以分销商品，避免连锁店的投资和债务。特许权拥有人的成功依赖特许经营者的成功。由于在公司中的切身利益，特许经营者能够比直属雇员赚更多的钱。 应该认识到的是，特许经营是获得投资的有效手段之一，同时不用放弃连锁经营权，还能建立一套分配制度为之服务。在认真设计品牌和行动方案、合理运营之后，特许权拥有人就可以销售特许经营权并在全球迅速扩张。据说，美国4%的商业都是特许经营的工作模式。但是，特许经营权的授予规则在美国与在其他大多数国家一样，非常严格。要认真遵守商标权、专属服务标志权和规章制度。 重要的是要知道人们购买特许经营权是有风险的。关于特许经营业务的成功率和失败率，有很多神话。其中一个比较流行的说法是特许经营企业比独立创业企业风险更低。另一个说法是几乎不可能会失败。这两种说法都是不真实的，对于今天的特许经营寻求者来说，意识到这个事实很重要。 Four Tips for Becoming a Franchisee If you want t