商务英语二text bank阅读.docx
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商务英语二text bank阅读.docx
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商务英语二textbank阅读
Thestress-freediet
JeromeBurne
WhenaFriendtoldTonyCozzithatdietwastheanswertothestressthatheandhisstaffsufferedfrom,hewassceptical.‘Massage,meditation,exercise,allseemlikelytoreducestress,butnotwhetheryoueatnutsorcrisps.’
Despitehisscepticism,hewenttoanutritionistandsignedupthestafffortwomonthsofrice,salads,freshfruit,yogurtsandnutsinplaceoftheusualrolls,crisps,MarsBarsandthelike.
TheresultsatASAP,thedesignandmarketingcompanyCozziowns,weremiraculous.Allthesevenstaffwhotookpartlostweight;Cozzistartedsleepingproperlyandstoppedsnappingateveryone.Everyoneclaimstohavemoreenergy,andthenumberofdayswhensomeoneissickhasdroppedfromfiveamonthtoone.Onlytheoneindividualwentbacktohischipsandchocolateseemstogetsickthesedays.
‘Thisisaverystressfuljob,’saysCozzi,‘It'sagreatplacetoworkandweallloveit,butit'sdeadlines,deadlines,deadlinesallthetime.Everyoneisstretchedandwhenonepersongoesoffsickeveryonehastoworktwiceashard.ForsometimeI'dbeenlookingforwaysofhelpingusalldealwithstressbetter.NowI'vefoundtheanswer.’
FromtheFinancialTimes
Getalife
ByJudyJones
Youhavechosentoexchangearegularincomeformoretime.Timetolookforabetterqualityoflife,ratherthanearnmoneythatyoudon'thavetimetospend;timetothinkandworkouthowyouwanttospendtherestofyourlife.Youhavedecidedtodownshift.
Therearetensignsthattellyoutodownshift.You…
· alwaysgetillonholiday
· can'trecallthelastreallyinterestingconversationwithyourpartner
· havestartedtoforgetfamilybirthdays
· oftenbringworkhome
· livemainlyonjunkfoodorreadymademeals
· wakeupfeelingtired,evenatweekends
· havesteppedreadingbooks
· havenotlearnedanewskillinyears
· spendafortuneonluxuriestomakeyourselffeelbetter
· thinkthatnoonecanreplaceyouatwork.
Howdoyouscore?
Scoreonepointforeachsignthatappliestoyou.
· Nopoints?
Congratulations!
· 1-2points:
You'recopingbutyoumaywellneedtoworksmarter,notharder.
· 3-7points:
Yourhealthissuffering.It'stimetotakecontrol,whileyoustillhavetheenergy.
· 8-10points:
Youcureheadingtowardstrouble.Taketomorrowoffanddrawupalifeplan.
FromtheGuardian
Doingbusinessandhavingfun
RogerBray
Corporatehospitalityisevolving.Onceitsimplymeantgoingtowatchhorseracingandfillingyourclientswithchampagne.Now,moreandmore,guestspreferentertainmentinwhichtheycantakeanactivepart.Thechangeissimilartowhatishappeningintheleisuretravelmarket.ThereisnowadesireformorethanjustgoingtoMediterraneanbeachesforthesunshine,creatingdemandforwhatholidayoperatorsliketocall‘softadventure’.
Hostsseeitincreasinglyasamoreeffectivewayofbuildingrelationships.‘Thetrendistowardsanythingfromflyinglightaircraftoroff-roaddrivingtoshootingandfishing,’saysWayneMoss,vice-chairmanoftheUKCorporateHospitalityAssociation.
‘Golfisnowthenumberonehospitalitysport-butpeoplewanttoplayratherthanjustwatch.’Fiveyearsago,onlyabout25percentofentertaininginvolvedsomeformofactiveparticipation.Now,heestimates,theproportioniscloseto40percent‘Manycompaniesthinktheycangetclosertopeoplebygettingthemtodriveatank'forsexample,ratherthanbyjustgivingdrinks.
‘AnotherbigchangehasbeentheIncreasinginvolvementofwomeninsuchactivities.Itusedtobea“boysonlyclub”.WhenIcameintothisindustryin1990,youhardlyeversawawomanatparticipationevents.Nowtheyprobablyrepresentabout20percent.’
* Atankisapowerfulmilitaryvehiclewithaverylargegun.
FromtheFinancialTimes
Anidealrelationship
Businessandtheartsneedeachother,writesTonyThorncroft
ThelargestartssponsorshipprojectofrecentyearshasbeentherelationshipbetweentheRoyalShakespeareCompanyandAlliedDomecq,thedrinkscompany.AlliedDomecqhaveinvested£8millionoversevenyearsinthetheatrecompany.Itisalreadyseenasamodelsponsorship,withbenefitsforbothsides.
TobeginwithAlliedDomecqwasmainlyinterestedinusingtheconnectionforcorporateentertaining.TheRSC'stwotheatres,atStratford-on-AvonandintheBarbicanintheCityofLondon,wereideallylocatedformeetingkeybusinessandpoliticalcontacts.
TheRSC'sannualtouroftheUKallowedAlliedDomecqtobuildlinksintheregions.AndtheRSC'sfrequentoverseasvisitsandtourswithbig-nameactorsinimportantrolescreatedthespecialoccasionswhichgavethecompanyaccesstoinfluentialfiguresinsomeofitsmainexportmarkets.
IainOag,directorofexternalaffairsatAlliedDomecqwithresponsibilityforthesponsorship,remembersinparticularavisittoMexico,akeyAlliedDomecqmarket.ThecompanytookovertwooftheRSC'seightperformancesandthepresidentofMexicoWasamongitsguests.
FromtheFinancialTimes
Reachingthesmokers
ByRebeccaKnight
PhilipMorris,makerofMarlboro,theworld'sbest-sellingpackagedproduct,spendsmorethan$2billionayearonadvertising.‘Wehavetobecreativeinreachingouttoouradultconsumers,’saysKatiOtto,managerofmediaaffairsatPhilipMorrisUSA.
Thecompany's‘MarlboroRanch’parties,oftenheldinbarsinbigcities,havebecomeacommonpartofAmericannightlife.Theyareheavilyadvertised.Competitionsatthesepartiessendwinnerstoafive-dayranchholidayin‘MarlboroCountry’,mountainouswesternstatessuchasMontanasandArizona.
Guestsalsotakehomevariousprizes:
cameras,sunglasses,jacketsandbags-allinMarlborocolours.‘TheMarlboroRanchpartiesincreasebrandvalue,andreinforceloyaltytothebrand,'MsOttosays.‘Itistrulyaonce-in-a-lifetimeexperience,andpeopleoftencomebackasloyalMarlborosmokers.’
‘Thiskindofadvertisingisalmostonaone-to-onebasis,’accordingtoDavidAdelman,atobaccoanalystforMorganStanleyDeanWitter.‘Peopleoftensmokethecigarettestheirfriendssmoke.Itisveryhardtogetpeopletotryanewbrandbecauseitisaboutloyalty,imageandtaste.’
FromtheFinancialTimes
Computersasacolourexperience
BerndSchmitt
CompaniesinmanyIndustriesareturningawayfromtheirtraditionalmarketingpracticesthatconcentrateonfeaturesandbenefits,‘Experience’marketingfocussesoncustomers’sensory,emotionalandintellectualexperiencewhentheyaproduct,shopforit,browsethetoweborparticipateinanyothermarketingrelatedactivity.
ConsiderAppleComputer.ForalongtimeitssharesdidbadlyontheUSstockmarket.ButnowAppleisback.
Thissuccesswasnotachievedwithbetterproductsinafunctionalsense.Whileothercomputermakerscontinuedtocompeteonspeed,memoryandharddiscspace,Applemadeitsproductsdifferentfromthecompetitionbyintroducingcolourintotheworldofgreycomputers.
ProductssuchastheiMac,theiBookandtheG4appearedinfivedifferentbrightcolours.Ratherthanpresentingaboringlistoffeaturesandbenefits,Applecommercialspersuadedconsumerwith1960smusicthemes.Computershavebecomeplayful:
‘Collectallfive’,saidoneadvertisement.
FromtheFinancialTimes
Personaltimemanagementforbusymanagers
ByGerardM.Blair*
Personaltimemanagementisaboutcontrollingtheuseofyourmostvaluable(andundervalued)resource.Considerthesetwoquestions:
whatwouldhappenifyouspentcompanymoneyinthesamewayasyouspendcompanytime?
Whenwasthelasttimeyoureviewedthewayyouuseyourtime?
Withoutpersonaltimemanagementtherearelastminuterushestomeetdeadlines,meetingswhichachievenothing,dayswhichseemsomehowtogobyunproductively,criseswhichcomeunexpectedlyfromnowhere.Thissortofenvironmentleadstostressandpoorperformance:
itmustbestopped.
Poortimemanagementisoftenasignofover-confidence:
techniqueswhichusedtoworkwithsmallprojectsaresimplyreusedwithlargeones.Workinginefficientlywasperhapsunimportantinthesmallrole,butitbecomesunacceptableinthelargeone.Youcannotdriveamotorbikelikeabicycle,norcanyoumanageasupermarketchainlikeamarketstall.
*ThewriterwasaSeniorLecturerattheUniversityofEdinburgh,Scotland,andisnowadesignengineerwithAgereSystemsinAllentown,Pennsylvania.
E-mall:
gerars@ieee.org
Hopefordyinghousingestates
ChrisTighe
WhatcanbedonewiththerowsofhousesthatlieemptyintownsandcitiesacrossthenorthofEngland?
Theywerebuiltfortheworkingclasseswhowalkedtoworkinnearbyfactories,buttheyhavebecomeprisonsforownerswhohaveseentheirhomes’valuefailassocialproblemshaveincreased.
Thetraditionalapproachhasbeentodemolishsuchareasandstartagain.Butanalternativeapproachamonghousingexpertsistosellthepropertiesfornexttonothing,inthehopethatanewwaveofownerswillimprovethearea,helpedbypublicspending.
Inonesuchscheme,10pairsofflatsinNorthBenwell,Newcastle,wereputonthemarketfor50penceeach.Afterdemolishinghundredsoflocalhouses,Newcastlecitycouncilhopedthesalewouldhelptotransformtheenvironmentfortheremaining1,300homes.Twoyearslater,itlooksasthoughtheschememaybeworking.
Thereweremorethan100potentialbuyersfortheflats,eventhoughtheyhadtopromisetospend£12,000onconvertingeachpairofflatsintofive-bedroomfamilyhomes.Thecitycouncilcommitteditselftospendingafurther£25,000onimprovingeachpairoffiats.
FromtheFinancialTimes
Startingeverydaywithasong
ByVirginiaMatthews
Forstaffan
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