English Vietnamese Translation Unit 1: Economics - Comprehensive Guide | Trường Đại học Ngoại ngữ, Đại học Đà Nẵng
1. In every society, governments provide such services as national defense, police,firefighting services… In addition, governments make transfer payments to some members of society. English Vietnamese Translation Unit 1: Economics - Comprehensive Guide | Trường Đại học Ngoại ngữ, Đại học Đà Nẵng. Tài liệu được sưu tầm gồm 34 trang, giúp bạn tham khảo, ôn tập và đạt kết quả cao!
Môn: Business english (BS) 10 tài liệu
Trường: Trường Đại học Ngoại ngữ, Đại học Đà Nẵng 260 tài liệu
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lOMoARcP SD| 59062190
ENGLISH – VIETNAMESE TRANSLATION Unit 1: Economics
A. Translate the following passage into Vietnamese.
1. In every society, governments provide such services as national defense,
police,firefighting services… In addition, governments make transfer payments to
some members of society. Transfer payments are payments made to individuals
without requiring the provision of any service in return. Examples are social security,
retirement pension, unemployment benefits and in some countries, food stamps.
Governments expenditure, whether on the provision of goods and services or on
transfer payment, is chiefly by imposing taxes.
2. The analysis of an economic system is divided into 2 parts: microeconomics
andmacroeconomics. Microeconomics is the study of individual behavior in the
economy. It deals with the details, the components of the larger picture. In
macroeconomics terms, we deal with such national goals as maintaining full
employment, limiting inflation and pursuing economic growth. In microeconomic
terms, we want to know how individuals behave in the economy, what they do when
they lose their jobs, how they respond to various incentives and opportunities, why
they buy certain goods and not others and so on…
3. When the fledgling auto industry began to operate in Japan following World War II,it
found itself having to deal with a situation imposed by the Americans in which
company owners were very restricted in their ability to fire employees. The labor
unions succeeded in winning an agreement in which employees were guaranteed
lifetime employment and pay scale based on seniority instead of job function. In return,
employees agree to be flexible in the work assignments; they accepted and committed
to helping the company to find new and more efficient production methods.
4. An organization is made up of individuals brought together to carry out differentroles
within it in order to enable them to achieve its goals and objectives. This is achieved
through the inter– relationship, co-operation and on occasion, conflict between these individual members. 1 lOMoARcP SD| 59062190
5. The fast-changing business environment of the late 20th century made it very difficult
for classical organizations to compete. Flexibility and innovation began to challenge
stability; diversity began to challenge “universal”, “one-size fits-all” principles of
management; multi-skilled project teams were seen to be more responsive to consumer
demands than specialized, one-man-one-boss structures, the scalar chain of command
was decimated by “delayering” in response to economic recession and other forces.
6. Multi-skilling is the opposite of specialization, with its tendency towards rigid
jobdescription and demarcation lines between one job and another.
It involves the development of versatility in the labor force, so that individuals can
perform more than one task if required to do so: workers are being encouraged, trained
and organized to work across the boundaries of traditional jobs and crafts. This has
been difficult to achieve historically, because craft and occupational groups have
supported demarcation in order to protect jobs and maintain special skills, standards
and pay differentials. This situation is changing now that multi-skilled, flexible labor
is highly prized in today’s labor market.
7. Organizational culture affects the motivation and satisfaction of employees
byencouraging commitment to the organization’s values and objectives, making
employees feel valued and trusted, fostering satisfying team relationships and using
“guiding values” instead of rules and controls.
A negative culture, however, can be equally influential. It also affects the image of the
organization. The cultural attributes of an organization will affect its appeal to potential
employees and customers. For example, the moves of banks to modernize and beautify
branch design are meant to convey a “style” that is up-to-date, welcoming, friendly but
business-like, with open-plan welcome areas, helpful signposting and lots of light and plants.
8. In order to be fruitful, competition must be seen to be open rather than closed.“Closed”
competition is a win-lose or zero-sum situation, where one party’s gain will be another
party’s loss: one party can only do well at the expense of another, in competition for
resources, recognition and so on. “Open” competition exists where 2 lOMoARcP SD| 59062190
all participants can increase their gains together. For example, if bonuses are available
to all teams which produce more or better output, not just best team. If competition is
perceived to be open, the rules are seen to be fair, and the competitors feel that the
factors leading to success are within their control, the competition can be extremely fruitful.
9. Theory Y is the assumption that the ordinary person does not naturally dislike workand
does not require tight control in order to put in effort. He is motivated by the desire for
personal growth and achievement and will exercise self-direction and self control and
actively seek responsibility, if he is committed to the task. A manager who operates on
the basis of theory Y will try to integrate subordinates’ needs for development and self-
expression with the organisation’s objectives, so that both can be achieved together.
He will tend to use a democratic or consultative style in order to obtain subordinates’
involvement and commitment to the task and will tend to encourage them to take on
more responsibility and more challenging work.
10. The concept of motivation describes the impetus to act with energy and purpose. Weare
all motivated to eat, sleep, have fun and work. The challenge for management is to do
what is necessary for the organization to succeed. In the past, in the
industrialbureaucratic era of rigid hierarchy and electro mechanical tools,
management’s task was to motivate employees to obey orders and perform set tasks.
Today, in the age of service industries, management’s task is to motivate employees to
take responsibility for solving problems, responding to customer needs, co-operate
with team members and continuously improving products and services. In the
industrial bureaucratic era, motivation for most workers was mostly compliance,
showing up on time and doing what they were told to do. In the technoservice era, this
kind of compliance is not enough; another type of motivation becomes essential. The
organization requires people who are motivated, enabled and empowered to achieve
results by exercising judgment.
11. For many citizens of Latin America, Africa, and Asia, globalization means
economicdevelopments as well as worrying that multinational companies from
industrialized Europe, Japan and North America will dominate their markets and 3 lOMoARcP SD| 59062190
deplete their natural presources. To citizens in newly industrialized countries, like
Korea, Singapore, and Taiwan, globalization means growing wealth from supplying
technologically sophisticated products and services like software and personal
computers. For customers, globalization in part innovations in computer and
telecommunications technology that provide worldwide connections. For some
multinational companies, globalization means receiving functionally interchangeable
products worldwide from one purchasing negotiation with a global supplier.
12. The globalization of markets refers to the fact that in many industries
historicallydistinct separate, national markets are merging into one huge global market
place. It has been argued that the taste and preferences of consumers in different
nations are converging on some global norm, thereby helping to create a global market.
The global acceptance of consumer products such as Citicorp credit cards, Coca-cola,
Levi’s Jean, the music of Madonna or MTV, Sony Walkmans, and Mc Donald’s
hamburgers are all frequently held up ad prototypical examples of this trend. Indeed,
firms such as Citicorp, Coca-cola, Levi’s Strauss, Mc Donald’s are more than just
benefactors of this trend; they are also facilitators of it. By offering a standardized
product worldwide, they are helping to create a global market.
13. The economic system of the US is principally privately owned. This system is
oftenreferred to as the “free enterprise system” and can be contracted to a socialist
economy, which depends heavily on government planning and on public ownership of
the means of production. It should be noted that although the US operates a system of
private enterprises, the government has to some extent always been involved in
regulating and guiding the American economy. Yet despite this history of government
intervention, individuals in the USA have always been able to choose for whom they
will work and what they will buy. Most importantly, they vote for officials who will
set economic policy. Traditionally, the system has been referred to as a “market
economy”. Now decisions are made by three groups and it is their dynamic interaction
that makes the economy function. Consumers, producers and government make
economic decisions on a daily basis, the primary force being between producers and
consumers; hence the market economy designation. 4 lOMoARcP SD| 59062190
14. In the US, most people are simultaneously consumers and producers; they are
alsovoters who help influence the decisions of the government. The mixture among
consumers, producers and government changes constantly, making dynamic rather
than a static economy. In the last decade, consumers have made their concern known
and government has responded by creating agencies to protect consumers’ interests
and promote the general public welfare. In another development, the population and
the labor force have moved dramatically from fames to cities, from the fields to the
factories and above all to from the fields to service industries, thus providing more
personal and public services. In today’s economy these providers of services far
outnumber producers of agricultural and manufactured goals.
15. There are 49 countries and regions in Asia and most of them are developingeconomics.
Economic globalization will benefit them in the following says. It will facilitate their
access to more capital, especially direct investment from multinationals, which will
enable them to speed up their economic development and restructuring. It will help
them to exploit new market and develop foreign trade and economic co-operation with
other countries by giving full play to their own advantages. It will enable them to
acquire advantages. It will enable them to acquire advanced technology and
management expertise more quickly so that they will be able to make better use of their
strengths as late starter and attain technological progress by leaps and bounds. At
presents, Asian countries and region are vigorously restructuring their economies,
raising their respective development capacities, improving their environment for
investment and trade and enhancing preparedness against possible financial risks.
B. Translate the following sentences into English
1. Trong những thập niên gần đây, nhiều công ty trên thế giới đã chuyển đến đầu tư ởĐông
Nam Á bởi vì mức lương trung bình ở đây thấp hơn rất nhiều so với Bắc Mỹ và Châu
Âu. Bằng việc thiết lập nhà máy ở khu vực này, các công ty có thể giảm chi phí và tăng lợi nhuận.
2. Trường Đại học Rollings đang tìm kiếm những giảng viên thực sự có năng lực đểgiảng
dạy Marketing cho những sinh viên theo chương trình tiên tiến trong học kì mùa thu
này. Đại học Rollings là một trong những đại học kinh doanh hàng đầu trên thế giới và 5 lOMoARcP SD| 59062190
có trụ sở giảng dạy ở L.A, Paris, Tokyo… Giảng viên sẽ tham gia giảng dạy ở Tokyo,
chính vì vậy ứng cử viên thành công có khả năng là phải di chuyển chỗ ở, nếu cần
thiết. Bởi vì, đây là một hợp đồng ngắn hạn nên mức lương bổng có tính thoả thuận và
dựa trên kinh nghiệm làm việc và lịch sử nghề nghiệp của ứng cử viên.
3. Tôi viết thư này để nộp đơn xin vào vị trí trưởng phòng dự án được công ty củaông /
bà quảng cáo gần đây. Tôi cảm thấy rằng nền tảng nghề nghiệp và tính cách của tôi
hoàn toàn giúp tôi trở thành một ứng cử viên xuất sắc cho vị trí này. Thật vậy, tôi đã
có trên 6 năm kinh nghiệm làm việc với các nhóm dự án, lập kế hoạch và thực hiện
những dự án mới. Ngoài ra, tôi có thể nói và viết tiếng Anh, Pháp, và Tây Ban Nha lưu
loát. Tôi thật sự mong muốn có được cơ hội làm việc cho một công ty có uy tín như
công ty của ông/bà. CV đính kèm của tôi sẽ chỉ rõ tại sao tôi thật sự là một sự lựa chọn
xuất sắc cho vị trí này. Cám ơn ông/bà đã bỏ thời gian để đọc bức thư của tôi.
4. Tập đoàn Grant là một nhà sản xuất linh kiện máy bay lớn nhất thế giới và cũngđược
đánh giá cao về những chính sách thân thiện với môi trường của nó. Năm 2007, công
ty đã nhận được giải thưởng kinh doanh uy tín nhất nhờ việc thực hiện chương trình
quản lí nước thải mới, giảm số lượng chất thải công nghiệp mà nó thải ra đến 25%.
Hiện nay, tập đoàn đang sở hữu thêm 4 nhà máy nữa và rất thành công trong các chương
trình hỗ trợ cộng đồng địa phương.
5. Để đáp ứng nhu cầu ngày càng tăng của khách hàng trong những tháng mùa hè,khách
sạn Spaton đang tìm kiếm những nhân viên có thể làm việc ở nhiều vị trí khác nhau
như là: dịch vụ buồng phòng, lễ tân, nhà hàng, spa…Tất cả ứng cử viên phải làm việc
7 ngày trong tuần. Không cần có kinh nghiệm trong lĩnh vực kinh doanh du lịch nhưng
vẫn ưu tiên cho những người có bằng đại học và tối thiểu 2 năm kinh nghiệm trong
lĩnh vực dịch vụ khách hàng. Những cá nhân quan tâm có thể gởi email CV, và đơn
xin việc đến văn phòng chính của chúng tôi, hoặc điện thoại theo số: 234.431.232.
6. Trong vòng 20 năm qua, chúng tôi đã mang lại cho khách hành những sản phẩmdịch
vụ văn phòng chất lượng tốt nhất theo giá bán sĩ. Sứ mạng của chúng tôi là luôn luôn
làm cho khách hàng thỏa mãn thông qua việc cung cấp các dịch vụ tuyệt hảo mà ko có
nơi nào sánh bằng. Để bắt kịp những tiêu chuẩn công nghệ mới và cung cấp cho khách
hàng những sản phẩm văn phòng mới nhất, chúng tôi gần đây đã nâng cấp một số sản 6 lOMoARcP SD| 59062190
phẩm của mình. Chúng tôi cũng không sản xuất một số sản phẩm bởi vì chúng không
còn phù hợp với môi trường văn phòng hiện nay.
7. Công ty của chúng tôi đang tìm kiếm những dịch giả có kinh nghiệm. Chúng tôi làmột
công ty chuyên dịch các phụ đề cho hàng ngàn bộ phim ở thị trường Bắc Mỹ hàng
năm. Chính vì thế, chúng tôi có nhu cầu tuyển dụng các cá nhân có thể dịch tốt những
văn bản từ tiếng Pháp sang tiếng Anh. Không cần bằng đại học nhưng cần phải có
những chứng chỉ về ngoại ngữ liên quan. Những ứng cử viên mời đi phỏng vấn sẽ được
yêu cầu làm một bài kiểm tra dịch thuật. Nộp hồ sơ trên mạng bằng cách điền vào mẫu
đơn xin việc lấy từ Website của chúng tôi theo địa chỉ: www.globaltilers.com trước ngày 15-8.
8. Jamie Edwards một trợ lí trưởng phòng nhân sự làm việc lâu năm ở công tyShopping
Hall sẽ về hưu vào cuối tháng này. Edwards bắt đầu làm đại diện cho phòng kinh doanh
nhưng sau đó, cô ta được chuyển đến phòng nhân sự nhờ vào những kĩ năng ứng xử
của mình. Là một nhân viên mẫn cán, cô ta đã nhanh chóng được đề bạt lên vị trí trợ
lí trưởng phòng nhân sự. Với vai trò này, trong vòng 10 năm qua, cô ấy đã giúp công
ty giảm được tình trạng bỏ việc và tạo ra một bầu không khí làm việc thân thiện. Gần
đây công nghệ đã thay đổi phương thức mà công ty xử lí nguồn nhân sự và Edwards
cảm thấy rằng đã đến lúc phải rời khỏi công ty. Cô ấy cho rằng rời khỏi công ty sớm
hơn 1 năm quy định không gây ra khó khăn gì. Sẽ có buổi tiệc chiêu đãi cho Edwards
vào ngày thứ 6 lúc 7h. Hy vọng tất cả mọi người sẽ tham dự sự kiện này, và sẽ dành
cho cô ấy sự chia tay nồng hậu nhất.
9. Tôi tốt nghiệp trường đại học Cornwall với tấm bằng quản trị kinh doanh loại xuấtsắc
vào năm 1998. Kể từ đó đến nay, tôi đã làm cho nhiều công ty uy tín, trong đó có nhà
phân phối linh kiện ô tô lớn nhất quốc gia: RMC AUTO. Với tư cách là một đại diện
bán hàng ở đây tôi được bình chọn là người bán hàng xuất sắc nhất trong 2 năm liền.
Giờ đây, tôi rất nóng lòng được áp dụng những kinh nghiệm mà tôi có được trong
những năm qua cho công ty của ông/bà. Tôi hy vọng rằng, ông bà sẽ tạo điều kiện để
tôi tham dự phỏng vấn và nói rõ hơn về bằng cấp và khả năng của mình.
10. Scania Heavy Machinery công bố trong bản tin ngày thứ hai tuần trước là côngty đang
xây dựng một cơ sở sản xuất mới cung cấp xe tải cho thị trường Bắc Mỹ bao gồm Hoa 7 lOMoARcP SD| 59062190
Kỳ, Canada và Mexico. Có diện tích rộng bằng hàng trăm sân bóng đá , nhà máy mới
này có thể xuất xưởng 300,000 xe tải mỗi năm. Vị trí nhà máy đã được xác định nằm
ở ngoại ô thành phố Roseville, Carlifornia. Người ta ước tính nhà máy sẽ tạo ra trên
30,000 việc làm mới cho thành phố .Do sự gia tăng đột ngột về cơ hội việc làm này ,
thành phố sẽ chứng kiến nhiều người nhập cư đến từ nhiều thành phố lân cận .
ENGLISH – VIETNAMESE TRANSLATION Unit 2: Marketing
1. The customer is the basic reason for the existence of any business since
withoutcustomers to sell to, a business cannot operate. Meeting the needs of those
customers more effectively than competitors is the key to continued profitable
existence for any business. Each customer who deal with an organization should leave
with a feeling of satisfaction. This outcome is important since it can lead to increased
sales and willingness to pay higher prices and thus lead to higher profits. If customers
are satisfied, they may buy again from the same supplier, buy more of the same items,
or more expensive items and advice their friends to buy from the supplier.
2. Successful organizations in the late 20th century focus on marketing rather than selling.
They realized that the organization as a whole needs to direct its effort at providing the
customer with what is required (Product) at the right time (Place), the right price and
in the right manner (Promotion). In this way, the customer is likely to be satisfied: he
will keep the product, play his bill, buy again and recommend others. An organization
that thinks solely in terms of selling many find itself unable to compete in the market place.
3. Many organizations have come to realize that customer satisfaction is the only routeto
the long-term sustainable competitive advantage. Equally, customers themselves have
begun to flex their muscles: they are much less inclined to remain silent in the face of
indifferent attention. They are much more willing to take their business elsewhere
when presented with the opportunity to do so, and attracting and retaining their loyalty
has become a major issue in boardrooms everywhere. Despite the importance of
customer service and customer care, many organizations are still unclear about how to
maximize customer satisfaction. Indeed, they are not sure how to organize resources
to deliver added-value and enhanced profitability. 8 lOMoARcP SD| 59062190
4. Whoever we are, we are all customer of products and services throughout our
lives.During out lifetime we are responsible for directly or indirectly significant
decisions about what we buy, when we buy it, where to buy it, how we buy it and why.
The role we occupy when purchasing a product or service many vary. What we are
called when doing this is important. A crude distinction exists between the customer,
who takes the decision to buy and the consumer, who consumer the goods. At a
supermarket check-out, the customer for cat-food is the cat’s owner: the consumer (we
hope) is the cat. However, in practice “buying” is a complex process in which people take many different roles.
5. Green marketing is founded on 2 main ideas: one is a response to and responsibilityfor
the community; the other is sustainability-the idea that we must aware of the need for
resources to be marshaled and monitored so that the environment can continue to
provide natural resources and to absorb and recycle the waste products of human consumption.
6. A business must exist within and depend upon a society. While businesses controlmany
of the resources available to society, the majority of the population actually contribute
to the production of wealth, and justice demands that they share in its benefits. Society
should not be asked to solve and pay for those problems which businesses cause,
without help from those businesses. Businesses and businessman are also socially
prominent and must be seen to be taking a lead in addressing the problem of society.
In the long term, business concern over the possible damage which may result from
some of its activities will safeguard the interests of the business itself. In the short term,
responsibility is good for the image of the company. It is very valuable addition to the
public relations (PR) activities of a business.
7. The importance of customer care has been acknowledged as a result of the growth
ofconsumerism. A number of consumer rights have been recognized, including the following:
- The right to be informed of the true facts of the buyer-seller relationship.
- The right to be protected from unfair exploitation or instruction. Consumers’ trust
in organizations must not be abused. 9 lOMoARcP SD| 59062190
- The right to a particular quality of life. This right is focused increasingly on
environmental protection, making suppliers aware of the implications of their
actions on the eco-system and the quality of water, air, ect…
8. Building relationships make most sense for customers whose lifetime value to
thecompany is the highest. Thus, building relationships should focus on customers who
are currently the most profitable, likely the most profitable in the future or likely to
remain with the company for the foreseeable future and have acceptable level of
profitability. The goal of relationship management is to increase customer satisfaction
and minimize any problems. By engaging in a smarter relationship, a company can
learn customer preferences, and develop trust. Contact with customers in every
medium, whether over the Internet, throughout a call centre, or through personal
contact should be recorded and centralized.
9. The view that a competitor’s prices must always be matched in order not to losemarket
share is an unduly pessimistic one, based on the false assumption that the customer is
only interested in price. Even in price sensitive industrial commodity markets, price is
not even the most important marketing variable in the eyes of customers. Surveys in
the UK and elsewhere have shown that in excess of 60% decision making units would
not change their best suppliers for a drop in price of 5% plus and for some the figure would be 10%
10. Personal selling is the most effective tool at a certain stage of the buying
process,particularly in building up buyer’s preferences, convictions and actions. As
compared with advertising, personal interaction between two or more people, so each
person can observe the other’s needs and characteristics and make quick adjustments.
Personal selling also lets all kinds of relationships spring up. The effective salesperson
keeps the customer’s interests at heart in order to build a long-run relationship. Finally,
the buyer usually feels a greater need to listen and respond even if the response is a polite “no, thank you”.
11. Advertising is also very expressive, letting the company dramatize its productsthrough
the artful use of print, sound and color. On the one hand, advertising can be used to
build up a long-term image for a product and on the other, to trigger quick sales.
Advertising can reach masses of geographically spread-out buyers at a low cost per 10 lOMoARcP SD| 59062190
exposure. However, advertising also has some shortcomings. Although it reaches many
people quickly, it is impersonal and cannot be as persuasive as a company salesperson.
12. A business strategy of differentiation requires marketing managements to develop
products, pricing, promotional and distribution tactics that differentiate the firm’s
products service from its competitors in the eyes of customers. Differentiation can be
based on perceived quality, fashion, reliability, or other salient characteristics such as
the marketing of Rolex watches, Akubra hats, BMW motor vehicles and Panasonic
sterio equipment have successfully shown. Assuming that this differentiation can be
adequately communicated to customers, the firm will be able to charge higher prices
for its products or insulate itself against price competition from lesser brands. 11 lOMoARcP SD| 59062190
II. Translate the following passage into English
1. Hiệp hội xe hơi Hoa Kì là một công ty tăng trưởng nhanh với sứ mạng là cungcấp
hỗ trợ có chất lượng cao cho khách hàng và cộng đồng địa phương. Công ty cung
cấp nhiều loại hình dịch vụ và sản phẩm như bảo hiểm xe, nhà ở, hỗ trợ đi lại cho
khách du lịch nội địa và quốc tế. Công ty đang tìm kiếm những cá nhân xuất sắc
làm việc ở trung tâm dịch vụ khách hàng ở L.A. Nhiệm vụ chính của nhân viên là :
- Trả lời điện thoại, giải thích cho khách hàng về những sản phẩm và dịch vụ của
công ty, xử lí những khiếu nại của khách hàng và giải quyết những tình huống nan giải
- Quảng bá sản phẩm, dịch vụ của công ty cho khách hàng và quản lí các mối quan hệ khách hàng.
- Nếu như bạn quan tâm đến công việc này, bạn phải thỏa mãn những điều kiện sau đây:
- Lịch sử làm việc xuất sắc.
- Tối thiếu 3 năm kinh nghiệm trong lĩnh vực có liên quan.
- Kỹ năng giao tiếp tốt.
- Kỹ năng giải quyết vấn đề và khả năng thiết lập các mối quan hệ tích cực.
2. Thị trường có thể chia thành những phân khúc dựa trên cơ sở các nhân tố như là:
tuổi tác, giới tính, thu nhập, nghề nghiệp, học vấn, tôn giáo, sắc tộc, vị thế xã hội, v.v…
3. Marketing mục tiêu thường đưa đến những chương trình Marketing được thiết
kếphù hợp với nhu cầu và thị hiếu của nhóm khách hàng địa phương. Ví dụ như,
Citibank cung cấp nhiều loại dịch vụ ngân hàng tại các chi nhánh của mình, tuỳ
thuộc và những điều kiện nhân chủng học.
4. Vấn đề thiết yếu liên quan đến kênh phân phối là liệu nhà sản xuất sẽ tự mìnhcung
cấp sản phẩm trực tiếp đến khách hàng hay họ sẽ sử dụng những nhà trung gian.
Trong thực tế, các nhà trung gian được sử dụng rất thường xuyên. Tuy nhiên, việc
sử dụng các nhà trung gian có khuynh hướng gây nên sự mất liên hệ trực tiếp với
thị trường ở mức độ nhất định và mất đi sự kiểm soát đối với những lĩnh vực then
chốt như chính sách dịch vụ khách hàng. 12 lOMoARcP SD| 59062190
5. Khuyến mãi bao gồm nhiều công cụ như phiếu giảm giá, bán hàng giảm giá,
muahàng có thưởng và nhiều hình thức khác. Những công cụ này có nhiều đặc
điểm riêng biệt, thu hút sự quan tâm của người tiêu dùng và cung cấp các thông tin
cần thiết để hấp dẫn người tiêu dùng mua hàng hóa. Chúng khuyến khích việc mua
hàng bằng cách đưa ra những khích lệ hoặc làm tăng thêm giá trị cho khách hàng.
6. Quan hệ công chúng có nhiều đặc tính riêng biệt, nó bao gồm những bản tin,những
bài viết chuyên đề và sự kiện, tất cả những yếu tố này dường như đáng tin cậy và
thực hơn đối với người đọc hơn là những mẫu quảng cáo thuần túy. Quan hệ công
chúng có thể tiếp cận được với các khách hàng tiềm năng, những người thường né
tránh đội ngũ bán hàng và các mẫu quảng cáo. Giống như quảng cáo, quang hệ
công chúng có thể làm nổi bật hình ảnh của công ty hoặc sản phẩm. Tuy nhiên, các
nhà marketing thường có xu hướng không phát huy hết công dụng của quan hệ công chúng.
7. Hàng hóa là những sản phẩm hữu hình mà người tiêu dùng có thể sở hữu đượcbằng
hiện vật. Trong khi đó, dịch vụ là kết quả của việc áp dụng những nỗ lực của máy
móc hoặc con người vào con người hoặc vật thể. Các dịch vụ là những sản phẩm
vô hình liên quan đến một hành động, hoạt động hoặc một nỗ lực mà không thể sở
hữu bằng hiện vật. Khái niệm cơ bản về marketing dịch vụ giống với khái niệm
của bất kì loại marketing nào: đó là cung cấp cho người tiêu dùng những lợi ích
thỏa mãn nhu cầu của họ. Nói một cách khác, người làm marketing phải phát triển
đúng dịch vụ vào đúng đối tượng khách hàng với giá cả phù hợp và địa điểm thích hợp.
8. Những khó khăn đối với marketing dịch vụ không giống với những khó khăntrong
marketing hàng hóa. Đề hiểu được những khó khăn riêng này, trước hết ta cần hiểu
được các đặc trưng riêng biệt của các dịch vụ. Các dịch vụ có 4 nét đặc trưng cơ
bản: tính vô hình, không thể tách rời giữa sản xuất với tiêu dùng, dễ bị hỏng và tính hỗn tạp.
9. Nhãn hiệu không chỉ đơn thuần là một cái tên, logo, biểu tượng hay màu sắc.Trong
thực tế, nhãn hiệu chính là sự cam kết của người làm marketing là cung cấp những
đặc tính, lợi ích, giá trị và dịch vụ có tính nhất quán cho khách hàng. Nhà làm
marketing phải thiết lập sứ mạng cho nhãn hiệu cũng như viễn cảnh cho nó. Người
làm marketing phải hiểu rằng họ đang cung cấp cho khách hàng một hợp đồng liên
quan đến chức năng hoạt động của một nhãn hiệu nào đó. 13 lOMoARcP SD| 59062190
ENGLISH – VIETNAMESE TRANSLATION Unit 3: International trade
1. The establishment of the WTO was not without controversy. Some politicians
wereconcerned that national governments would have less control over their trade
policies, and environmental and human rights advocates were worried that in the
interest of promoting trade the WTO would override national laws protecting the
environment and work’s rights. It is probably inevitable under any set of multilateral
trade agreements that some loss of control over trade policies will occur at the national
level. However, it does appear that the WTO will negotiate in areas that extend far
beyond traditional trade issues. For example, on the agenda of the WTO’s ministerial
meeting in Singapore in late 1996 were (new) trade issues like foreign investment,
competition policy, trade and the environment, and corruption and bribery in government procurement.
2. The ASEAN Free Trade Area (AFTA) commented in January 1993. AFTA wascreated
through a resolution of the Association of South-East Asian Nations (ASEAN).
ASEAN was established in August 1967 with 6 foundation members: Brunei,
Indonesia, Malaysia, Philippines, Singapore and Thailand. Vietnam was admitted in
1995 and Myanmar in July 1997. The group was established with the intention of
promoting regional political economic cooperation. These countries are by no means
homogenous; oil-rich Brunei had a 1996 per-capita income of over $16,000 while
Indonesia’s was only $1,115. Nevertheless, the ASEAN economy has been developing
rapidly because its poorer members: Indonesia, Malaysia, Thailand, Vietnam provide
large pools of low-cost labor, receive preferential tariff rates under GATT and have
attracted significant Japanese, European and US investments. It has been suggested
that AFTA has 3 principle economic objectives:
_ To liberalize trade in ASEAN by progressively removing-regional tariff and nontariff barriers.
_ To attract foreign investors
_ To adapt ASEAN to changing international economic conditions, in particular, the
rise of regional trading groups in the developed world.
3. Exporting today is exceptionally complex and functions in a rapidly changingmarket.
Moreover, the international entrepreneur is taking full advantage of the full
development of the regional trade agreements offering preferential and duty-free terms 14 lOMoARcP SD| 59062190
and sourcing and assembly in such markets. It is highly competitive and manufacturers
now frequently outsource their products to keep up with technology and
competitiveness in the market. It is driven by logistics and high technology, making it
essential for the company to employ computer literate, multilingual, professionally
trained personnel. An example of a product which embodies these attributes is NIKE
footwear. It is designed in the USA; prototypes are adopted in Taiwan; the cloth is
produced in South Korea; the leather is bought from Span; the footwear is assembled
in the Peoples Republic of China using Chinese labor and the distribution is logically
handled from Hongkong to serve a global market.
4. Trade barriers generate a serious impediment to free flow of trade between
nations.There are two forms of trade barrier: tariff and non-tariff barriers. There are a
number of reasons why trade barriers may be put in place:
- To protect a domestic industry or range of industries from imported goods.
- To restrict or control the level of imports, thereby managing the trade balance
on a bilateral or multilateral country basis.
- To sustain a nation’s currency exchange rate and to protect it from trade market speculators.
- To ensure imported goods are not priced more competitively than domestic manufacture.
- To preserve employment levels by restricting imported goods and so protecting home industries.
- To provide administrative customs entry examination system which in
inadequate in terms of resource to cope with the import volume, thereby
generating delays and complexity by having all the documentation in the domestic market language.
5. Culture has been defined as the configuration of learned behavior and results
ofbehavior whose component elements are shared and transmitted by members of a
particular society. It embraces demographics, religion, language, education, values and
attitude, aesthetic values, wealth, ect… Overall, it features in all areas of international
trade embracing both service and industrial sectors. The cultural environment of
international business extends to protocol law and politics, socioeconomic factors,
technology, material culture and social organization. Overall, culture is an area 15 lOMoARcP SD| 59062190
frequently underestimated by first time exporters entering an overseas market. Culture
is driving a fast changing market in many countries and regions of the world and
exporters must monitor such changes to identify entry opportunities. This evidenced
through education, youth culture and immigration. Culture is closely interwoven in
ways which affect the seller and buyer. Problems of culture adaptation will be
highlighted when personal contacts are made especially when the exporter experiences
his first visit to the importer’s market. Such a visit enables the exporter to identify the
ambience of the market environment under which negotiations are conducted.
6. Cultural barriers can make it difficult to communicate messages across cultures. Dueto
cultural differences, a message that means one thing in one country many mean
something quite different in another. For example, when P&G promoted its Camay
soap in Japan in 1983, it ran into unexpected trouble. In a TV commercial, a Japanese
man walked into the bathroom while his wife was bathing. The woman began telling
her husband all about her new beauty soap, but her husband stroking her shoulder,
hinted that suds were not on his mind. This ad had been popular in Europe, but it
flopped in Japan because it is considered very bad manners there for a man intrude on
his wife. Thus, the best way for a firm to overcome cultural barriers is to develop cross-
cultural literacy. In addition, it should employ some local input in developing its
marketing message. It would be advisable to develop a local sales force whenever
possible. Cultural differences limit a firm’s ability to use the same marketing message
the world over. What works well in one country maybe offensive in another.
7. Coca-Cola company is perhaps one of the most successful multi-national enterprisesof
our times with operation in close to 200 countries and nearly 80% of its operating
income being derived from businesses outside the US, Coca-Cola is typically
perceived as the quintessential global corporation. Coca-Cola, however, likes to think
of itself as a multi-local company that just happens to be headquartered anywhere and
that presents the Coca-Cola brand with a local face in every country where it does
business. The philosophy is perhaps best summarized by the phrase “think globally,
act locally”, which captures the essence of Coca-Cola’s cross border management
mentality. A dominant theme at Coca-Cola is to grant different national businesses the
freedom to conduct operations in a manner that is appropriate to the market in which 16 lOMoARcP SD| 59062190
they competing. At the same time, the company tries to establish a common mind-set that all its employees share.
8. One big danger confronting a company that goes abroad for the 1st time is the danger
if being ill informed. International businesses that are ill informed about the practices
of another culture are unlikely to succeed. Doing business in different cultures require
adaptation to conform with the value system and norms of that culture. Adaptation can
embrace all aspects of an international firm’s operations in a foreign country. How
deals are negotiated, the appropriate incentive pay systems for sales people, the
structure of the organization; the name of a product, the tenor of relations between
management and labor, the manner in which the product is promoted and so on, are all
sensitive to cultural differences. To combat the danger of being illinformed,
international businesses should consider employing local citizens to help them do
business in a particular culture. They must also ensure that home country executives
are cosmopolitan enough to understand how differences in culture affect the practice of international business.
9. Business people do share certain beliefs and values but it’s highly misleading tobelieve
that they are always stronger than other types of cultural influence (for example,
national culture). Even Mc Donald’s, which tries to standardize its products, has to
adapt them to local state, for instance, by serving lamb rather than beef burger in India.
The pressure of globalization can also lead to the strengthening of local identities; In
Europe, for instance, the growth of the Europe, for instance, the growth of the
European Union is arguable leading to the strengthening of regional identity. The idea
that people from different cultures can be fused together is at the heart of the concept
of the “melting pot” which was widely believed in the USA until the mid-20th century.
It was succeeded by concepts of cultural pluralism, or the “salad bowl”, where
individual elements retain their own identity.
10. Developing and managing a strong, diverse organization is essential to achievingour
business opportunities. We must have the ability to deal with diverse consumers and
customers in order to develop products and services of superior quality and value.
Diversity provides for a boarder, richer and more fertile environment for creative
thinking and innovation. Because we see diversity as an asset, we will attract and
develop talent from the full range of the world’s rich cultural base. It is from this 17 lOMoARcP SD| 59062190
increasingly diverse pool of talent that out future leadership will come. We value the
different perspectives that the diversity of P&G people bring to the business. Our
workplace environment encourages collaboration which brings out different talents
and experiences together to produce better ideas and superior services and products.
At P&G we operate on the fundamental belief that individual differences are good and
that such differences will product genuine competitive advantages.
11. Now more than ever before in human history, more people are coming into contactwith
people from cultures other than their own. There are a number of reason for this:
- Technology makes it possible for people to travel further and faster than ever before.
- The Internet links people across national boundaries.
- The international labor force is more mobile.
- More people are on the move than ever before: business people are active globally,
refugees are trying to escape from conflicts and natural disasters.
- In many places, the workforce is becoming more diverse. Thus, intercultural skills
are not only needed by those involved with cross-border mergers such as that of
Daimler Chrysler, but by people working in all kinds of organizations. Even a
domestic company which only operates in Germany, for example, is faced with an
increasingly multicultural workforce. A small or medium-sized enterprise in
Munich, where non-Germans account for more than 20% of the population, may
have workers with a wide range of cultural backgrounds. If the company wishes to
grow, it may look beyond the domestic market and decide to export. For this, it will
need to adapt its products or services for the foreign market and negotiate with
prospective partners abroad. Somewhat surprisingly, if a government relies on local
structure when it becomes a multinational, the need for intercultural awareness may
decline. The next stage of going global requires high-level skills to manage
diversity inside and outside the company. The transnational organization develops
into global structure requiring networked multinational skills and abilities with a
critical understanding of local responsiveness, integrating and coordinating
mechanisms of corporate culture on a global basis. Any company may become
involved in different kinds of intercultural interaction. It is clear that managers in
many companies will increasingly find themselves working in international teams 18 lOMoARcP SD| 59062190
at home abroad, and in cyper space, negotiating with foreign partners and managing a diverse work force.
12. The export department has 2 main functions: marketing and shipping. The former
isresponsible for sales, pricing enquiries, quotations, recording and checking orders
and other marketing functions such as promotion, research, after-sales service, product
servicing and development etc…, while the latter is responsible for transportation,
distribution and the relevant documents involved, packaging, costing for distribution
etc… There must be at all times close liaison with the accounts department, particularly
on credit audit and control, costing and financial documentation. Overall, the export
department objective is to ensure that the export order proceeds smoothly from start to
finish to finish to obtain complete customer satisfaction and produce profits for the company.
13. The export department must study the needs of different markets, their trends andlikely
future developments together with possible methods of increasing overseas sales. A
full understanding of global logistic mechanism in essential. This extends to keeping
up-to-date with the changing infrastructure and opportunities to speed up transit times
as well as regional trade agreements developments. It involves the scrutiny of overseas
agents and branch reports and the provision of adequate publicity by overseas journal.
Additionally, close liaison must be maintained with trade associations and relevant
government departments on oversea market development opportunity. Moreover, a
continuing dialogue must be maintained with overseas representatives. This involves
manufacturing and technical aspects of the commodity, distribution methods and future
developments. Such as exchange of information is vital to the future well-being of the
company and any reports indicating shortcomings in product, distribution, inadequate
packing, faulty products should be acted on quickly and remedial measure taken.
14. A bill of lading is receipt for goods shipped on board a vessel, signed by the personwho
contracts to carry them and stating the conditions in which the goods were delivered
to and received by the ship. It is not the actual contract. It is a document of title to the
goods which is the subject of the contract between the buyer and seller. It is the most
important commercial document in international trade and is used to control delivery of goods transported by sea. 19 lOMoARcP SD| 59062190
The bill of lading starts its life containing or evidencing the contract of carriage
between the carrier and the shipper under which the carrier and the shipper promise
that the goods will be carried form the port of loading and safely delivered at the port of discharge. 20