Contents 1
Unit 1 Language and Culture 1
Text A Learning a Language—Language Learning among Children 4
Text B Seeds of the Philippine Culture 14
Translation Understanding Translation of Business English 22
Guided Writing Business Communications(1) 26
Unit 2 Marketing Strategy 29
Text A The Hallmarks of Familiarity—Brand Marketing 32
Text B Patience Is a Profit Center—Direct Marketing Strategy 41
Translation Translating E-mails 48
Guided Writing Business Communications(2) 52
Unit 3 Cell Phone 55
Text A Talk to Your Kids about Cell Phone Use 58
Text B Online Demon-Hunter 66
Translation Technical words and phrases 75
Guided Writing Letters of Enquiry 77
Unit 4 How to Manage Your Boss 80
Text A How to Manage Your Boss-Understanding Yourself 83
Text B Attention,Class!!!6 Ways to Be a Smarter Teacher 90
Translation How to translate polite formula in business letters 98
Guided Writing Writings of Offer 104
Unit 5 Nature 107
Text A Globe Drying Up at Fast Pace 110
Text B Deluged without Warning 118
Translation Translating international advertisements(1) 126
Guided Writing Letters for Establishing/Maintaining Business Relations 128
Unit 6 E-commerce 132
Text A E-commerce Takes off 135
Text B The Finer Points of E-Mail Etiquette 143
Translation Translating international advertisements(2) 151
Guided Writing Letters for Delayed Payment 153
Unit 7 Teaching Kids 156
Text A Children Need to Play,Not Compete 159
Text B A Return to Tenderness 166
Translation Translating keywords in business contract 172
Guided Writing Letters of Notice 175
Unit 8 Economy 177
Text A Why the War against Terror Will Boost the Economy 180
Text B Yes or No:A Debate 187
Translation Translating business contract 195
Guided Writing Fax Writing 198
Unit 9 Public Speaking 201
Text A The Art of Public Speaking(1) 204
Text B The Art of Public Speaking(2) 211
Translation Translating business cards 218
Guided Writing E-mail Writing 222
Unit 10 Marketing 224
Text A Marketing 226
Text B Managing Your Boss 233
Translation Translating firm names 242
Guided Writing Contract 246