高级综合商务英语1精编版

Unit 4

今年1月，史蒂夫?乔布斯(Steve Jobs)走上旧金山芳草地艺术中心(Yerba Buena Center)的舞台发布iPad，完成了现代商业史上最引人注目的一次复出。

这不仅仅关乎半年前迫使他退居幕后的疾病。病魔一度令乔布斯严重消瘦，最终不得不进行肝脏移植手术。而就在十多年前，几乎所有人认为乔布斯的事业及其共同创立的苹果公司(Apple)已经走上绝路。硅谷和华尔街都断定，它们已经与科技的未来无缘。

然而，到了今年初，苹果已然重生。在1月份的发布会之前，即使是按照乔布斯自己的苛刻标准衡量，外界对苹果的期望程度也是异乎寻常的。

批评者总是用贬抑的口吻谈论乔布斯创造的“现实扭曲场”：他能让观众信服，那些在其他厂商手中似乎尚未成形的技术已经被苹果完美地应用。为了激起消费者购买他们自己也不知道是否真正需要的电子产品的欲望，打消他们的疑虑极其关键，而乔布斯则早就被公认为这种艺术形式的大师。

在iPad发布之前的数月内，科技界对苹果这款最新的突破性产品猜测纷纷。据传它是没有键盘的触摸屏电脑，甚至可以媲美2001年的iPod和2007年的iPhone带来的影响。在1月份的发布会上，乔布斯带上台的iPad没有让人们失望。

对于F?斯科特?菲茨杰拉德(F. Scott Fitzgerald)广为流传的名言（美国人的生命中没有第二幕）而言，没有比这更坚决的反驳了。

乔布斯首次登上报纸头条时，甚至比现在的马克?扎克伯格(Mark Zuckerberg)还要年轻。早在书呆子备受追捧之前，由于在普及个人电脑(PC)中发挥的关键作用，以及苹果在华尔街的成功上市（当时乔布斯年仅25岁），乔布斯就成为了科技界的第一个摇滚明星。

如今，三十年过去了，乔布斯成为了在塑造世纪之交的世界中居功至伟的美国西海岸的几大科技巨头之一。他的老对手比尔?盖茨(Bill Gates)或许更富有，而且在盖茨的事业巅峰时期，凭借其在PC软件领域的垄断，可以说盖茨的影响力比乔布斯更大。但盖茨已经离开了舞台，将其余生和财富奉献给慈善事业。如今，乔布斯才是焦点所在。

这些年来，在苹果针对微软的所有打击中，没有一次比得过iPad 的巨大成功造成的冲击。近十年前，盖茨自己也开发过一款平板电脑，但由于需要用笔在屏幕上写字，并且采用与PC一样的界面，该产品并未带动多少需求。

iPad则完全不同。iPad延续了iPhone在屏幕多用途以及用于具体任务的轻量级“应用程序”方面的创新，代表着一个没有计算机鼠标和没有Windows的未来。廉价上网本的销售已经受到了冲击。

不是所有数字专家都欢迎这样的未来。通过操纵在线商店销售的应用程序，以及为开发这些应用制定规则，苹果对这个新王国的控制更胜于微软对PC的控制。对批评者来说，这是乔布斯完美主义的阴暗面。依赖苹果善意的新思想很可能会被扼杀。曾经的盟友谷歌(Google)站到了苹果的对立面。谷歌以web的开放性为基础，建立了

自己的智能手机软件模式。然而，就目前而言，那些担忧很大程度上仍然是一种假设，众多消费者也非常乐意购买乔布斯销售的设计优雅、简单易用的数字产品。乔布斯能够使消费者在不确定的经济形势下，着魔般地排队溢价购买苹果产品。这种能力甚至赢得了竞争对手的推崇。

硅谷金融家罗杰?麦克纳米(Roger McNamee)表示：“史蒂夫是最后

一个伟大的创造者。他的与众不同之处在于，当美国其他首席执行官都在设法削减开支和裁员的时候，他却在凭空创造新的就业和经济活动。”麦克纳米最近曾模仿苹果重建Palm，但宣告失败。

苹果触摸屏产品的复杂性，远远超过了乔布斯在车库中鼓捣出的初级产品。当时乔布斯在其位于加州北部郊区的养父母家中，与史蒂夫?沃兹尼亚克(Steve Wozniak)用电路板组装出第一台个人电脑。外面套着一个做工粗糙的木盒——这是可选配件。创业之初，没有任何迹象表明乔布斯能取得今日的成就。他从大学退了学，没有任何正式的工程背景，刚刚从印度旅行回来。他不过是与沃兹尼亚克一起找到了一种方法，将他们对电子产品的爱好转化为了初创企业。

风险投资家迈克尔?莫里茨(Michael Moritz)在《重返小王国》(Return to the Little Kingdom)一书中写道，乔布斯对性灵的追求导致在很长一段时间里，鞋子或者肥皂对他来说都毫无用处——这令与他共事的人十分痛苦。禅宗佛教教义在他的生活里扮演着中心角色，以致于在患上胰脏癌之后，他有一段时间拒绝接受常规治疗，试图通过佛教提倡的“精神力”克服病患。

不到10年后，苹果聘用了一位更富有经验的经理人来管理这家迅速成长的企业，在一场权力斗争之后，30岁的乔布斯选择了离开他一手创办的公司。但在1997年，陷入困境的苹果收购了乔布斯开办的第二家公司NeXT，这一年还没过去，乔布斯便再度掌控苹果。

iPad是乔布斯日臻完美的职业生涯的巅峰之作。曾在他手底下做事的人将他描述为一个严厉的工头，只理解无限可能的艺术，而不是长期远景。这意味着坚持不懈地向前迈进，而不是依靠往日的成功获利——即使是iPod这样的明星产品。软件设计商欧特克(Autodesk)首席执行官卡尔?巴斯(Carl Bass)说：“其他公司可能会试图延长iPod产品线的寿命，但苹果会说，‘不，还有更好的技术。’首席执行官们并不都是勇敢无畏的，但史蒂夫绝对是这样的人。”欧特克是iPad的应用开发商之一。在苹果公司内部，乔布斯在设计和开发方面拥有最终决策权。一名不愿透露姓名的苹果前高管说：“你必须让一个人喜欢你的产品。他既是用户，也是营销部门。”

乔布斯对细节的关注几近痴迷。一名今年离职的乔布斯助手称，这位苹果公司的老板会对某个程序图标的外观缺陷念念不忘，甚至超过对程序bug的关注程度。“大家开会讨论全世界最为奇妙的产品，他却会在整个会议期间目不转睛地盯着那个图标。”这名人士说。这种完美主义情结也在乔布斯每次广受期待的公开亮相中表现得淋漓尽致。每次上场前，他会对每一环节进行演练。一名其他公司的首席执行官曾与乔布斯共同登台发布苹果产品。他回忆道，他在乔布斯排练中途被带上台，扰乱了乔布斯的注意力，结果他和带他上台的工作

人员都被乔布斯痛骂了一顿。这导致苹果的每一次失误都尤为引人关注。今年发布的iPhone 4由于环形天线存在缺陷，更容易掉线。令长期鼓吹这款产品的精致和技术含量的乔布斯大为火光，并大力为之辩护，声称其他智能手机也存在类似问题。但最后，苹果还是向时尚意识很强的用户们免费提供缓冲手机套，暂时解决了这一问题；负责该项目的工程师稍后也悄然离职。据一名与其共事的人士称，随着苹果业务的增长，乔布斯的风格也发生了变化。一名苹果前雇员称：“实用主义的成分越来越多。”随着销售额超过500亿美元，苹果已经将目光投向大众市场。

“妥协”一词也许过于强烈，但这种更强烈的利害意识代表了苹果在全世界的重新定位。如今，大众市场零售商也开始销售iPad，而这些零售商与苹果专卖店的高端形象格格不入。在人生的新阶段，乔布斯不再是一个失败者。5月，在iPad热销的推动下，苹果市值终于超越微软，成为全球最具价值的科技公司。而其他公司也都在盯着苹果，迫使乔布斯采取了一些以往看起来不符合其风格的竞争手段。例如，在意识到Facebook的威胁后，苹果面向iTunes用户推出了类似的社交平台Ping。换作当年那个傲气十足的史蒂夫?乔布斯，这是万万不可能的。此外，面对曾经的盟友——谷歌，乔布斯表现出一种轻蔑的态度。他将搭载谷歌Android操作系统和7英寸显示屏的平板电脑称为“毫无用处，除非附送砂纸，好让用户磨细手指”。尽管有人猜测，苹果有可能也推出一款类似尺寸的平板电脑与之抗衡。监管机构的关注也是乔布斯没有遭遇过的。今年，在反垄断机构表达关切

后，乔布斯作出了让步，不再强制要求开发人员使用苹果软件开发各种应用，或禁止使用竞争对手Adobe公司的技术。不过此举似乎另有所图——防止开发人员转而为使用Android操作平台的手机开发应用。一名业界高管称：“他们不得不比之前稍微谦逊些。”

尽管如此，乔布斯仍然为对手设立了一个令人生畏的标准。麦克纳米说：“目前，他们没有天敌。苹果就算推出一款洗碗机，人们也会去购买的。”曾担任苹果首席执行官的前百事可乐(PepsiCo) CEO 约翰?斯卡利(John Sculley)在自传中如此评价曾被他赶走的乔布斯的野心：“乔布斯认为，苹果的目标是成为一家极为出色的消费品公司。这是一个狂热的计划。高科技不可能被当作消费产品进行设计和销售。”如今的一切已经表明，斯卡利你大错特错了。

高级综合商务英语unit4课文翻译

今年1月，史蒂夫?乔布斯(Steve Jobs)走上旧金山芳草地艺术中心(Yerba Buena Center)的舞台发布iPad，完成了现代商业史上最引人注目的一次复出。 这不仅仅关乎半年前迫使他退居幕后的疾病。病魔一度令乔布斯严重消瘦，最终不得不进行肝脏移植手术。而就在十多年前，几乎所有人认为乔布斯的事业及其共同创立的苹果公司(Apple)已经走上绝路。硅谷和华尔街都断定，它们已经与科技的未来无缘。 然而，到了今年初，苹果已然重生。在1月份的发布会之前，即使是按照乔布斯自己的苛刻标准衡量，外界对苹果的期望程度也是异乎寻常的。 批评者总是用贬抑的口吻谈论乔布斯创造的“现实扭曲场”：他能让观众信服，那些在其他厂商手中似乎尚未成形的技术已经被苹果完美地应用。为了激起消费者购买他们自己也不知道是否真正需要的电子产品的欲望，打消他们的疑虑极其关键，而乔布斯则早就被公认为这种艺术形式的大师。 这不仅仅关乎半年前迫使他退居幕后的疾病。病魔一度令乔布斯严重消瘦，最终不得不进行肝脏移植手术。而就在十多年前，几乎所有人认为乔布斯的事业及其共同创立的苹果公司(Apple)已经走上绝路。硅谷和华尔街都断定，它们已经与科技的未来无缘。 对于F?斯科特?菲茨杰拉德(F. Scott Fitzgerald)广为流传的名言（美国人的生命中没有第二幕）而言，没有比这更坚决的反驳了。乔布斯首次登上报纸头条时，甚至比现在的马克?扎克伯格(Mark Zuckerberg)

还要年轻。早在书呆子备受追捧之前，由于在普及个人电脑(PC)中发挥的关键作用，以及苹果在华尔街的成功上市（当时乔布斯年仅25岁），乔布斯就成为了科技界的第一个摇滚明星。 如今，三十年过去了，乔布斯成为了在塑造世纪之交的世界中居功至伟的美国西海岸的几大科技巨头之一。他的老对手比尔?盖茨(Bill Gates)或许更富有，而且在盖茨的事业巅峰时期，凭借其在PC软件领域的垄断，可以说盖茨的影响力比乔布斯更大。但盖茨已经离开了舞台，将其余生和财富奉献给慈善事业。如今，乔布斯才是焦点所在。这些年来，在苹果针对微软的所有打击中，没有一次比得过iPad的巨大成功造成的冲击。近十年前，盖茨自己也开发过一款平板电脑，但由于需要用笔在屏幕上写字，并且采用与PC一样的界面，该产品并未带动多少需求。 iPad则完全不同。iPad延续了iPhone在屏幕多用途以及用于具体任务的轻量级“应用程序”方面的创新，代表着一个没有计算机鼠标和没有Windows的未来。廉价上网本的销售已经受到了冲击。 不是所有数字专家都欢迎这样的未来。通过操纵在线商店销售的应用程序，以及为开发这些应用制定规则，苹果对这个新王国的控制更胜于微软对PC的控制。 对批评者来说，这是乔布斯完美主义的阴暗面。依赖苹果善意的新思想很可能会被扼杀。曾经的盟友谷歌(Google)站到了苹果的对立面。谷歌以web的开放性为基础，建立了自己的智能手机软件模式。 然而，就目前而言，那些担忧很大程度上仍然是一种假设，众多消费

体验商务英语综合教程Unit_4答案解析

Unit 4 Advertising Part I Business Vocabulary Directions: There are 20 incomplete sentences in this part. For each sentence there are four choices marked A, B, C and D. Choose the ONE that best completes the sentence. Then mark the corresponding letter on the Answer Sheet with a single line through the center. This part totals 20 points, one point for each sentence. C1 Outdoor advertising is one of the fastest growing _______________ in the market. A markets B sections C segments D sectors D2 The world of outdoor advertising billboards, transport and ‘street furniture’ is ______ about $18 billion a year, just 6% of all the worl d’s spending on advertising. A worthwhile B worthy C valued D worth C3 The soaring costs of TV are ______________ clients to consider alternatives. A making B driving C prompting D letting A4 BMW ran a ‘teasers’ campaign in Britain on bus shelters. A exclusively B largely C greatly D inclusively C5 Placing an ad on a bus shelter for two weeks ________________ at about ￡90. A works on B works away C works out D calculates D6 We are facing a ________________ with our market share. What are we going to do about it? A promotion B sale C order D crisis A7 Focus, a large advertising agency based in Paris, has a reputation for creating imaginative and ____________ campaigns. A effective B efficient C effect D efficacious C8 Focus now needs to ________________ potential clients that it still

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2015年商务英语BEC高级写作词汇transition noun 转变，转换，过渡 volunteer noun 志愿者/兵 ageism noun 对老年人的歧视 alleviate verb 使(痛苦等)易于忍受，减轻 aptitude noun 能力，才能 slot noun 为某人/某事物安排的位置或时间 from scratch 从零开始，从无到有，白手起家 jump at phrasal verb 欣然接受 recession noun 工商业之萧条/不景气 recruit verb 征募新兵/吸收新成员 arbitrary adjective 任意的，武断的 blanket adjective 包括一切情形或种类的，总括的，综合的creed noun 信条 criminology noun 犯罪学，刑事学 culprit noun 犯人 CV UK noun = curriculum vitae个人简历 discriminate verb 歧视，区别待遇 dynamic adjective 动力的，精力充沛的，有力的，动态的guilt noun 罪行，内疚 high-flyer noun 抱负极高的人，有野心的人 irrespective adjective 不顾的，不考虑的，无关的 lag verb 落后于，滞后 obsessed adjective 着迷/牵挂/困扰的

oppress verb 压迫，压抑 pressing adjective 紧迫的 prevalent adjective 普遍的，流行的 résumé noun 个人简历 rot verb 腐烂/败 set in phrasal verb (指雨、坏天气、感染等)开始并可能继续下去sliding scale noun 滑动费率，滑动折算制 steady adjective 稳固的，稳定的 strenuous adjective 精力充沛的，干劲十足的，必须努力的 corridor noun 走廊 give [someone] a hard time phrasal verb 使某人难堪 interviewer noun 主持面试者，采访者 panel noun 座谈小组，陪审团 promising adjective 有希望的，有前途的 short list noun 决选名单 bonus noun 奖金，红利 eligible adjective 合格的/有恰当资格的 the nitty-gritty noun informal 基本事实，实情 board noun 懂事会，理事会 array noun 排列，编队 asset noun资产/有价值的技能、人 branch office noun 分店，支店 civil engineering noun 土木工程 cornerstone noun 奠基石，基础

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Write a short report for a university lecturer describing the information in the graph. You should write at least 140 words. The bar chart displays the changes in the number of complaints made by consumers about five kinds of products and services between 1994 and 1997. According to the diagram, there was an increase in the complaints about most of the products and services. The number of complaints about package holidays abroad and financial services increased over the period. The complaints made about the package holidays abroad rose by 12.7% from 15,000 in 1994 to about 18,000 in 1997. And there were about 52,000 complaints about the financial services in 1997, 5.2% up on 1994. There were also more complaints about electric goods and second-hand cars in 1997 than in 1994. The complaints about the two products rose by 9.2% and 6.7% respectively. The former increased from 66,000 in 1994 to about 70,000 in 1997 and the latter went up from 80,000 to 86,000. And clothing is the only sector where the number of complaints dropped over the period. In 1994, there were around 45,000 complaints while the figure decreased by 4% to around 43,000 in 1997. In conclusion we can see there were more complaints about the products and services in 1997 than in 1994 with the only exception of clothing. ●图表作文常用的语言手段 1）作文的开头——表示“出处”的句子结构。 2）描述“数据变化”的常用表达方式 3）表示变化的副词和形容词 4）描述“数据”的表达方式 5）“大约”的表达方式 ●真题写作范例： 例一（课堂15分钟快速练习）： The graph below shows development in the ownership of mobile telephones as a percentage of telephones owned. Write a short report for a university lecturer describing the changes in telephone ownership. You should write at least 150 words.

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