initial fund/start-up capital/seed money 启动资金business mission/enterprise purpose 企业宗旨 inventory turnover 存货周转率 strategic move 战略举措 balance sheet 资产负债表 ERP(Enterprise Resource Planning) 企业资源规划 potential market 潜在市场 mass production 大规模生产 quality erosion 质量下降 market share 市场份额 total quality management 全面质量管理 quality improvement 提高质量
junky products/shoddy goods/shabby products 劣质产品 global retailer 全球零售商 disposable commodity 一次性商品 normal wear and tear 正常损耗 product recall 产品召回 public relations(PR) 公共关系 CEO 首席执行官
press release 新闻稿 capital inflow 资本流动 corporate culture 企业文化 general manager 总经理 bean counter（accountant） 会计师
culture shock 文化冲击 business customs 商业习惯 market capitalization 市值 private equity firm 私人股权公司 small-and medium-sized business 中小企业 sub-prime crisis 次贷危机 insurance policy 保险单
UNIT TWO 第二单元
过去一年美国惨淡的房地产市场不仅造成国内经济衰退，还使得世界经济放缓。
In the past year, the dismal housing market in USA resulted in not only the domestic economic recession, but also the slowdown in world economy.
但相关研究显示，美国一些小企业在全球性经济危机的情况下仍对未来的发展持乐观态度。
But the relevant study shows that some American small businesses are still optimistic about the future development, even facing the global economic crisis.
小企业在美国经济中占有重要位置，被誉为美国经济的重要支柱，其产值占国民生产总值的50%以上。
Praised as the backbone of American economy, small businesses play an important role in American economy, with to the tune of over 50% of GNP achieved by them.
对许多小企业主来说，在逆境中挣扎和生存是常有的事儿。
Many small business owners are no strangers to struggling and surviving in adversity.
他们的显著特点就是能对变化的经济形势做出快速反应，然后进行相应的资源配置。
A particular strength of them is their ability to respond quickly to changing economic conditions, then to align resources accordingly.
大部分的小企业都把重点放在留住客户上。
A majority of small businesses put their focus on customer retention.
他们相信，凭着自信的态度和敏锐的商业意识，做出一番惊天动地的事业并非是遥远的梦。
They believe that with confident attitude and sharp business sense, a groundbreaking business will not be a distant dream.
UNIT FOUR 第四单元
批量生产为人们提供了更多的生活必需品和奢侈品，同时也导致了产品质量的下降。
Mass production has rendered life necessities and luxuries more plentiful than ever. Meanwhile, it has led to quality erosion.
现在的商品再也没有工业革命前的商品耐用可靠了。
The products nowadays are no longer as durable or as reliable, as their pre-industrial counterparts.
生产商们难辞其咎。他们为了获得短期利益不顾质量，使得假冒伪劣商品充斥市场。
The manufacturers are culpable: they sacrifice quality for short-term profits, thus, making the market overwhelmed with shoddy goods.
他们没有意识到产品质量和企业长期利润的依存关系。
They are unaware that product quality correlates with their long-term profitability.
高质量的产品有助于树立良好的企业形象，从而为公司赢得更多的顾客；
Products of high quality help to foster a good and healthy corporate image which will win over more customers for the company.
而劣质产品虽然有时可以带来一些利润，但它们终究会因为不能经久耐用或容易损坏等使顾客对其丧失信心，渐渐远离它们。
In contrast, products of inferior quality, despite bringing in some immediate profits, will eventually make customers shy away from them because they mostly can not stand up to normal wear and tear, or fall apart easily.
可以说产品质量就是企业的生命线。
It is safe to say that quality has proved to be a lifeline for an enterprise.
要想在激烈的竞争中生存并繁荣发展，企业必须加强质量观念，不断地努力提高产品质量。
In order to survive and thrive in today’s fierce competition, an enterprise has to strengthen the sense of quality, and make constant efforts to improve its product quality. 任何不注重产品质量管理的企业迟早会遭受巨额亏损，甚至破产。
Any enterprise will, sooner or later, suffer heavy losses or even go bankrupt if it pays little attention to its product quality management
UNIT FIVE 第五单元
如今，电子通讯技术的迅猛发展为公司建立良好的公共关系提供了各种传播工具。
Today, the proliferation of electronic communications has provided various media channels for companies to establish good public relations.
若要在激烈的市场竞争中立于不败之地，公司就必须制定与其发展目标配套的公关策略，建立一整套能灵活应对的各种公关问题的长效机制。
In order to keep an invincible position in fierce market competition, a company has to formulate a PR strategy meshing with its development goal and build a long-term effective mechanism for tacking PR problems flexibly.
公司的执行总裁不仅自身应学会利用各种途径与公众进行交流，还应重视培养专门的公关人才，使他们面对媒体的负面宣传能以智取胜，击败对手，从而为公司赢得信誉。
CEOs should not only learn to personally engage in public discussion in a way that integrates various media outlets, but also pay attention to grooming some people as specialized PR personnel who can, in the face of negative publicity from the media, outmaneuver their adversaries and win goodwill for their companies
任何企业都不能一劳永逸地躺在已经取得的成绩上。
It is impossible for any company to survive forever on what they have achieved.
它要密切地监视环境，对环境的任何变化保持高度的敏感性，定期了解各类公众对企业的评价，并利用信息反馈去调整企业行为，适应变化的环境，减少任何潜在的风险。
They need to watch the media environment closely, keep great sensitivity to any change, and regularly get information about types of public evaluation of the enterprises. Besides, they also need to draw on feedback to adjust their behavior for the changing environment to defuse any potential risk
由此可见，建立良好的公共关系是保障企业更好发展的前提。
All this shows that building good public relations is a prerequisite for the better development of enterprises.
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