1、,key words 1.operating manager 运营经理 2. mill n.工厂，制造厂 3.retailer n.零售商，传播的人 4.multinational n.跨国公司 5.prestige n.威望，声望，声誉 5.durability n.耐久性，坚固，耐用年限 6.irrational customers 非理性顾客 7.irrelevant adj.不相干的，不切题的,8.price-conscious 节省的 9.wholesale business 批发企业 10.inventory n.存货，存货清单 11.substantial premium 大幅溢
2、价 12.penalty n.罚款，罚金，处罚 13.marketing approach 营销方式 14.basic core 基本核心 mercial banks 商业银行 16.spectacular adj.壮观的，惊人的,17.entrepreneurial adj.企业家的，创业者的，中间商的 18.securities market 证券市场 19.capital market 资本市场 20.pension funds 养老基金 21.mutual funds 互助基金 22.monopoly n.垄断，垄断者，专卖权,Difficult and complex sentenc
3、es 1.There are also businesses in which economically there is only one customer while strategicallyin terms of buying decisionthere are two or more.（41.2） 还有一些企业，从经济上说只有一种顾客，但从战略上来说从购买决策来说却有着两个或更多的顾客。,2.Manufacturers tend to consider this as irrational behavior. But the first rule is that there are
4、no irrational customers. Customers almost without exception behave rationally in terms of their own realities and their own situation.（42.1.1） 制造业者常常认为这是一种不合理性的行为。但是，首先就不存在着什么无理性的顾客。顾客几乎毫无例外地是从他们自己的现实和情况出发而合乎理性地行动的。,3.Xerox owes its success, to a large extent, to defining price as what the customer
5、pays for a copy rather than what he pays for the machine.（42.7.1） 全录复印机公司的成功在很大程度上是由于，它把价格解释为顾客为每一份复印资料所付的费用，而不是为复印机所付的费用。,4.An American company making lubricating compounds for heavy earthmoving equipment such as is used by highway builders has long had a reputation for the quality of its products.
6、（43.2.1） 一家美国公司制造的是重型推土设备所用的润滑剂，如公路建筑中所用的。其产品的质量已久负盛誉。,5.The speed with which she can obtain service if something goes wrong, the quality of the service, and its cost have become major determinants in the buyers decision.（43.3.4） 买主的决策中的主要决定因素是：当发生故障时她能获得服务的速度、服务的质量及其代价。,6.Sloans definition of the p
7、urpose and mission of GM, and his development of both strategy and structure from this definition, gave GM leadership and outstanding profitability within three years or less.(44.1.1) 斯隆对通用汽车公司的宗旨和使命所下的定义以及由此定义出发所制定的战略和机构，使得通用汽车公司在三年或更短的时间在汽车市场中处于领先地位并获得了很高的利润。,7.To wait until a businessor an indust
8、ryis in trouble is playing Russian roulette. It is irresponsible management. The question should be asked at the inception of a businessand particularly for a business that has ambitions to grow. Such a business better start with a clear entrepreneurial concept.(44.2.1) 可是，等到一个企业或一种行业陷于困境才提出这一问题，正好像玩俄国轮盘赌一样，是一种不负责任的管理。应该在一个企业的初创时期就提出这一问题。对于一个有发展雄心的企业，尤其是这样。,
