、英译汉Chapter1sluggish economy 萧条的经济 trade deficit贸易赤字industrialized countries 工业化国家 international specialization 国际专业化trade surplus 贸易盈余 full employment充分就业 in-depth analysis 深入的分析free-trade agreement 自由贸易协定 product differentiation 产品差别 determinative factor 决定性因素Chapter2consumer-goods 消费品 brand equity 品牌资产价值 real-time sales data 实时销售数据 profit margin 盈利 discount retailers 折扣零售商advertising budget 广告预算 sales promotion 促销 scanner data 扫描数据Chapter3privileged minoritymarketing research a sales point 卖点potential consumer 潜在顾客 gasstation 加油站 professional competence 专业技能 product design 产品设计 business disaster 商业灾难Chapter4supplier networks 供应商网络 specialist manufacturing technology 特殊制造技术 anti-Japanese sentiment 反日情绪foreign affiliates 外方合伙人，外国附属公司go public 上市keep a weather eye on... 对 随时留意/小心提防 international subsidiaries 国外子公司 take a wait-and-see approach 持观望态度 performance measures 业绩评定指标 /方法Chapter6explicit inflation target 明确公开的通货膨胀指标 /目标 volatile prices 波动的价格 monetary policymaking 制定货币政策 consumer expenditure 消费支出credit crunch 信贷资金骤减variable mortgage rates 浮动按揭紙押贷款利率surging and plunging asset prices 大起大落的资产价格do more harm than good 得不偿失 /弊大于利Chapter7Competitive edge竞争优势Convertibility of profit 收益的可兑换性享有特权的少数人市场调查 mobility of people 人口流动 standardized items 标准零配件 complementary economies 互补经济体Chapter5publicly traded companies 上市公司 accounting firms 会计师事务所 cost efficient 经济划算的 reconciliation reports （ 财务）调整报告Breach of contract 违反合同Financial instruments 金融工具Chapter10Biometric technology 生物技术Cost and revenue projections 成本和利润计算 Front-line workers 一线工作人员Substantial salary cuts 大幅度减薪Chapter11by virtue of 由于 crush to bits 溃不成军 dole out 少量的发放 grapple with 尽力克服 in the heyday 在鼎盛时期 most of all 尤其是take pains to尽力设法，煞费苦心to the tune of 共计，达……之多 scare the wits out of 极度惊吓，吓得魂不附体serve up提供Chapter12Case in point 有针对性的例证 Competitive edge 竞争优势 Flat-footed笨手笨脚的 Fuel economy 燃油经济性，节油 Market capitalization 总市值 Polish the image 粉饰形象 Profit-obsessed关注利润的 Renewable resources 可再生资源 Strike a balance达到平衡，取得平衡Utility company公共事业公司、汉译英Chapter1关税壁垒 tariff barrier 劳动生产率 labor productivity生产要素 factor of production 回归分析 regression analysis 世界经济复苏 world economic recoveryCurrency conversions 货币转换 Cost-benefit analysis 成本效益分析 A vested interest既得利益Financial hedges Record-high In its infancy金融避险 破纪录的高点 初期阶段Chapter8the company 's vision of the future 公司未来愿景 leverage resources 利用资源 untapped niches 尚未被竞争者发现的市场机会 market segments 细分市场cost reduction 削减成本a portfolio of businesses 投资多样化 convenience stores 便利店 premium brand 高端品啤Chapter9Public awareness 公众认识 International assignment 海外任务 Economic downturn 经济萧条 Reward scheme 奖励机制Regulatory changes 政策变动 Global recruitment 全球招聘 Advisory service 咨询服务 Talent management 英才管理Adaptive ability 适应能力 Non-stop flight 直达航班 Customer feedback 客户反馈 Job rotation 岗位轮换经济双赢 economic win-win 收入不平等 wage inequality 解雇工人 lay off works 双边协议bilateral deal 市场准入 market accessChapter2价格溢价price premium 减价price reductions营销组合marketing mix 产品数量(种类) product-line varietyChapter3日常生活daily life物理特征physical characteristic 国内媒体national media销售渠道distribution systemChapter4企业并购mergers and acquisition 全球化战略globalization strategy 市场准入access of market贸易伙伴trading partners基线销售base-line sales 广告支出advertising spending 销量溢价quantity premium美元分配allocation of dollars广告活动advertising campaigns视觉想象visual imagination 销售增长sales increase海外扩张overseas expansion 保护主义措施protectionist measures 知识产权intellectual property right 资本投入capital investmentChapter5通用/ 公认会计准则generally accepted accounting principles 收益确认revenue recognition 损益表/ 收益表income statement 每股收益earnings per share常务/ 执行董事managing director信用评级机构credit-rating agencies财务管理人员/ 主管finance chiefs/ executives 机构投资者/ 投资机构institutional investorsChapter6 ?楼市暴跌?维持价格稳定?核心通货嘭胀率?消费者物价指数?资产负债表?预除负面影响?政策框架?市场预期housing crush/ collapse maintain price stability core inflation rate consumer price index (CPI) balance sheet forestall the adverse effects policy framework market expectationsChapter7新兴市场金融危机民间暴乱股票价格emerging marketsfinancial meltdowncivil disturbanceshare prices产品到导向型的广告product-orientated advertisingrisk premium political spin level the play field have a stake in data-mining game theory Chapter8实施战略 execute strategy 竞争优势 competitiveadvantage 实证研究 empirical studies 核心品牌 core brand 分销系统 distribution system 控股公司a holding company 文化冲突 culture clashes 股东财富 shareholders wealthChapter9员工离职 staff turnover 涨薪 pay rises安然丑闻 the Enron scandal 甄别程序 selection praedure 新员工raw recruits 职业阶梯 career ladder 董事会主席 board director 公司结构 organizational structureChapter10连续创新者 a serial innovator 行业危机 industry crises 商务舱 business class 高级管理层 senior management 产品开发 product development 同伴压力 peer pressure地勤部门 ground services department恐怖袭击 terrorist attackChapter11从无到有，白手起家 点击欺诈 利基市场，细分市场 迫切需要 如大家所说 消灭，彻底摧毁风险溢价 政治周旋 平衡竞争环境 利害关系 数据采集 博弈论from scratch click fraud niche market cry out for by all accounts wipe out蓄意侵犯willfully infringe on严格控制，严加管束rein in赚钱pull in最大的一份lion 's shareChapter12操纵价格price manipulation/manipulation of price 成形，初具规模take shape粗制滥造churn out客户忠诚度customer loyalty全力应付，努力克服wrestle with全球水资源匮乏global water scarcity替代能源alternative resources温室气体排放greenhouse gas emission新兴市场emerging market致力于commit oneself to。