综合辅导:职称英语补全短文第8课时
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PASSAGE 20

  Financial Risks

  Several types of financial risk are encountered in international marketing2; the major problems include commercial, political, and foreign exchange risk.

  Commercial risks are handled essentially3 as normal credit risks encountered in day-to-day business. They include solvency4, default, or refusal to pay bills. The major risk,__1__ which can only be dealt with through consistently effective management and marketing. One unique risk encountered by the international marketer involves financial adjustments. Such risk is encountered when a controversy5 arises about the quality of goods delivered, a dispute over contract terms, or__2__. One company, for example, shipped several hundred tons of dehydrated potatoes to a distributor in Germany. The distributor tested the shipment and declared it to be below acceptable taste and texture6 standards. The alternatives for the exporter were reducing the price, reselling the potatoes, or shipping7 them home again, each involving considerable cost.

  Political risk relates to the problems of war or revolution, currency inconvertibility, expropriation or expulsion, and restriction8 or cancellation9 of import licenses10. Political risk is an environmental concern for all businesses. Management information systems and effective decision-making processes are the best defenses against political risk. As many companies have discovered, sometimes there is no way to avoid political risk,__3__.

  Exchange-rate fluctuations11 inevitably12 cause problems, but for many years, most firms could take protective action to minimize their unfavorable effects. Floating exchange rates of the world's major currencies have forced all marketers __4__. International Business Machine Corporation, for example, reported that exchange losses resulted in a dramatic 21.6 percent drop in their earnings13 in the third quarter of 1981. __5__, devaluations of major currencies were infrequent and usually could be anticipated, but exchange-rate fluctuations in the float system are daily affairs.

  Exercise:

  A to be especially aware of exchange-rate fluctuations and the need to compensate14 for them in their fin1

  ancial planning

  B any other disagreement over which payment is withheld15

  C however, is competition

  D so marketers must be prepared to assume them or give up doing business in a particular market

  E Before rates were permitted to float

  F After serious consideration

  Key: CBDAE

  PASSAGE 21

  Price Planning

  A price represents the value of a goods or service for both the seller and the buyer. Price planning is systematic16 decision making by an organization regarding all aspects of pricing.

  The value of a goods or service can involve both tangible17 and intangible marketing factors. An example of a tangible marketing factor is the cost savings__1__. An example of an intangible marketing factor is a consumer's pride in the ownership of a Lamborghini rather than another brand of automobile18. For an example to take place, both the buyer and seller must feel that the price of a goods or service provides an equitable19 value. To the buyer, the payment of a price reduces purchasing power __2__. To the seller, receipt of a price is a source of revenue and an important determinant of sales and profit levels.

  Many words are substitutes for the term price: admission fee, membership fee, rate, tuition, service charge, donation, rent, salary, interest, retainer, and assessment20. No matter what it is called,__3__: monetary21 and non-monetary charges, discounts, handling and shipping fees, credit charges and other forms of interest, and late-payment penalties.

  A non-price exchange would be selling a new iron for 10 books of trading stamps or an airline offering tickets as payment for advertising22 space and time. Monetary and non-monetary exchange may be combined. This is common with automobiles23, __4__. This combination allows a reduction in the monetary price.

  From a broader perspective, price is the mechanism24 for allocating25 goods and services among potential purchasers and for ensuring competition among sellers in an open market economy. If there is an excess of demand over supply, prices are usually bid up by consumers. If there is an excess of supply over demand,__5__.

  Exercise:

  A a price contains a

  ll the terms of purchase

  B obtained by the purchase of a new bottling machine by a soda manufacturer

  C where the consumer gives the seller money plus a trade-in

  D available for other items

  E prices are usually reduced by sellers

  F price means what one pays for what he wants

  key:BDACE



点击收听单词发音收听单词发音  

1 fin qkexO     
n.鳍;(飞机的)安定翼
参考例句:
  • They swim using a small fin on their back.它们用背上的小鳍游动。
  • The aircraft has a long tail fin.那架飞机有一个长长的尾翼。
2 marketing Boez7e     
n.行销,在市场的买卖,买东西
参考例句:
  • They are developing marketing network.他们正在发展销售网络。
  • He often goes marketing.他经常去市场做生意。
3 essentially nntxw     
adv.本质上,实质上,基本上
参考例句:
  • Really great men are essentially modest.真正的伟人大都很谦虚。
  • She is an essentially selfish person.她本质上是个自私自利的人。
4 solvency twcw5     
n.偿付能力,溶解力
参考例句:
  • Fears about the solvency of the banks precipitated the great economic crash.对银行偿付能力出现恐慌更加速了经济的崩溃。
  • Their targets,including profitability ratios,solvency ratios,asset management ratios.其指标包括盈利比率、偿债能力比率、资产管理比率。
5 controversy 6Z9y0     
n.争论,辩论,争吵
参考例句:
  • That is a fact beyond controversy.那是一个无可争论的事实。
  • We ran the risk of becoming the butt of every controversy.我们要冒使自己在所有的纷争中都成为众矢之的的风险。
6 texture kpmwQ     
n.(织物)质地;(材料)构造;结构;肌理
参考例句:
  • We could feel the smooth texture of silk.我们能感觉出丝绸的光滑质地。
  • Her skin has a fine texture.她的皮肤细腻。
7 shipping WESyg     
n.船运(发货,运输,乘船)
参考例句:
  • We struck a bargain with an American shipping firm.我们和一家美国船运公司谈成了一笔生意。
  • There's a shipping charge of £5 added to the price.价格之外另加五英镑运输费。
8 restriction jW8x0     
n.限制,约束
参考例句:
  • The park is open to the public without restriction.这个公园对公众开放,没有任何限制。
  • The 30 mph speed restriction applies in all built-up areas.每小时限速30英里适用于所有建筑物聚集区。
9 cancellation BxNzQO     
n.删除,取消
参考例句:
  • Heavy seas can cause cancellation of ferry services.海上风浪太大,可能须要取消渡轮服务。
  • Her cancellation of her trip to Paris upset our plan.她取消了巴黎之行打乱了我们的计划。
10 licenses 9d2fccd1fa9364fe38442db17bb0cb15     
n.执照( license的名词复数 )v.批准,许可,颁发执照( license的第三人称单数 )
参考例句:
  • Drivers have ten days' grace to renew their licenses. 驾驶员更换执照有10天的宽限期。 来自《现代汉英综合大词典》
  • Jewish firms couldn't get import or export licenses or raw materials. 犹太人的企业得不到进出口许可证或原料。 来自辞典例句
11 fluctuations 5ffd9bfff797526ec241b97cfb872d61     
波动,涨落,起伏( fluctuation的名词复数 )
参考例句:
  • He showed the price fluctuations in a statistical table. 他用统计表显示价格的波动。
  • There were so many unpredictable fluctuations on the Stock Exchange. 股票市场瞬息万变。
12 inevitably x7axc     
adv.不可避免地;必然发生地
参考例句:
  • In the way you go on,you are inevitably coming apart.照你们这样下去,毫无疑问是会散伙的。
  • Technological changes will inevitably lead to unemployment.技术变革必然会导致失业。
13 earnings rrWxJ     
n.工资收人;利润,利益,所得
参考例句:
  • That old man lives on the earnings of his daughter.那个老人靠他女儿的收入维持生活。
  • Last year there was a 20% decrease in his earnings.去年他的收入减少了20%。
14 compensate AXky7     
vt.补偿,赔偿;酬报 vi.弥补;补偿;抵消
参考例句:
  • She used her good looks to compensate her lack of intelligence. 她利用她漂亮的外表来弥补智力的不足。
  • Nothing can compensate for the loss of one's health. 一个人失去了键康是不可弥补的。
15 withheld f9d7381abd94e53d1fbd8a4e53915ec8     
withhold过去式及过去分词
参考例句:
  • I withheld payment until they had fulfilled the contract. 他们履行合同后,我才付款。 来自《简明英汉词典》
  • There was no school play because the principal withheld his consent. 由于校长没同意,学校里没有举行比赛。 来自《简明英汉词典》
16 systematic SqMwo     
adj.有系统的,有计划的,有方法的
参考例句:
  • The way he works isn't very systematic.他的工作不是很有条理。
  • The teacher made a systematic work of teaching.这个教师进行系统的教学工作。
17 tangible 4IHzo     
adj.有形的,可触摸的,确凿的,实际的
参考例句:
  • The policy has not yet brought any tangible benefits.这项政策还没有带来任何实质性的好处。
  • There is no tangible proof.没有确凿的证据。
18 automobile rP1yv     
n.汽车,机动车
参考例句:
  • He is repairing the brake lever of an automobile.他正在修理汽车的刹车杆。
  • The automobile slowed down to go around the curves in the road.汽车在路上转弯时放慢了速度。
19 equitable JobxJ     
adj.公平的;公正的
参考例句:
  • This is an equitable solution to the dispute. 这是对该项争议的公正解决。
  • Paying a person what he has earned is equitable. 酬其应得,乃公平之事。
20 assessment vO7yu     
n.评价;评估;对财产的估价,被估定的金额
参考例句:
  • This is a very perceptive assessment of the situation.这是一个对该情况的极富洞察力的评价。
  • What is your assessment of the situation?你对时局的看法如何?
21 monetary pEkxb     
adj.货币的,钱的;通货的;金融的;财政的
参考例句:
  • The monetary system of some countries used to be based on gold.过去有些国家的货币制度是金本位制的。
  • Education in the wilderness is not a matter of monetary means.荒凉地区的教育不是钱财问题。
22 advertising 1zjzi3     
n.广告业;广告活动 a.广告的;广告业务的
参考例句:
  • Can you give me any advice on getting into advertising? 你能指点我如何涉足广告业吗?
  • The advertising campaign is aimed primarily at young people. 这个广告宣传运动主要是针对年轻人的。
23 automobiles 760a1b7b6ea4a07c12e5f64cc766962b     
n.汽车( automobile的名词复数 )
参考例句:
  • When automobiles become popular,the use of the horse and buggy passed away. 汽车普及后,就不再使用马和马车了。 来自《简明英汉词典》
  • Automobiles speed in an endless stream along the boulevard. 宽阔的林荫道上,汽车川流不息。 来自《现代汉英综合大词典》
24 mechanism zCWxr     
n.机械装置;机构,结构
参考例句:
  • The bones and muscles are parts of the mechanism of the body.骨骼和肌肉是人体的组成部件。
  • The mechanism of the machine is very complicated.这台机器的结构是非常复杂的。
25 allocating c2a5f190c01a38681c9217191537b1ac     
分配,分派( allocate的现在分词 ); 把…拨给
参考例句:
  • Administrative practice generally follows the judicial model in allocating burdens of proof. 在分配举证责任方面,行政实践通常遵循司法模式。
  • A cyclical multiplexing technique, allocating resources in fixed-time slices. 以固定的时间片分配资源的循环复用技术。
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