exports are key to the economic survival of a nation. exports not only help a country earn money, they help create jobs, properity, and the power to influence.

 

         To be successful in exporting and importing, it helps to know why so many export anbd import businesses do not succeed, success cannot be rushed by high hopes, rather, it comes incrementally.

 

* incrementally 增加的

* increment  增加量（数量，大小）

        the success of an export business is often attributed to luck, work harder and there will be more luck. the export success of Taiwan, China, Japan , south korea, germany and other countries(areas) is not a miracle, it is the result of hard work. The business miracle will not happen without working hard. however, success cannot be rushed by hard work.

          

        the distinction of the information on Export911 website is its scope. besides covering routine activities of exporting. this site traverses several layers down into the core of export activities, where export obstacles and conflcts originate most. It highlights come specific dangers and difficulties likely to occur in the course of exporting, and provides effective measures to take to prevent ort minimize the loss of time , money and effort.

 

* traversers 横穿的人，反驳的人  

* traverse 横过，穿过，反驳，反对，反复研究

 

　　　export911 is a comprehensive export-import learning site formatted for easy understanding by the layperson. it gives insight to the real world of exporting -importing. it provides in-depth information about exporting -importing, documentation, bill of exchange(draft). Several cases samples presented on the export911 website were encountered in the course of the international trade. while export business is not a subject that can be mastered overnight, by carefully going through this site, students will gain a useful understanding of exportinport fundamentals.

 

       Malpractices and tricks used by some inporters are revealed on this website for the protection of exporters. the WYSINWYG(what you see is not what you get) scheme and other malpractices exercised by some exporters are also exposed here for the benefit of importers.

*malpractice 玩乎职守

 

        If you feel the export911 would be helpful to your friends, relatives, colleagues, superior or government, please let them know.

 

       

 

         Danger of imbalance in international trade

 

          Trade surplus----favorable balance of trade---is an excess of exports over imports. Trade deficit----unfavorable balance of trade--- is an excess import over export. In layperson's parlance, the trade surplus means earn more and spend less.

* parlance 谈话，说法，商谈，用语

　　　　the trade surplus and deficit is analogous to one perso's fortune is another person's misfortune. the danger is imminent in either situation. A country with a record trade deficit is often threathened with sanctions and trade barriers from a deficit -riding importing country. A country with a record trade deficit is usually faced with the internal social upheaval.

*imminent 即将来临的，逼近的

*sanction 同意，批准，制裁

*upheaval  被举起来的，剧变，动乱

 

              the imposition of trade barriers, such as import quotas and higher duties, is not a solution to meeting the international challenge. the trade barriers will be confronted with a trade retaliation. a trade retaliation will be faced with a counter retaliation. the conflict will not end if an agreement is not reached. the remedy to beat the trade imbalance is to understand foreign cultures and business pratices, and to provide competitive products and services.

 

imposition 强迫接受，税款，负担

retaliation　报仇，报仇

retaliate　（on） 报复，以牙还牙，

remedy 　药物，治疗法，补救方法，减轻痛苦

　　　　it is good practice to diversify export markets. concentrating exports to only a few markets poses imminent danger to an country. too much export concentration in a market usually invites protectionist trade laws from the importing country. in case the importing country imposes a sanctions, the effect to the economic of the exporting country and the livelihood og its people can be devastating.

*pose　姿态，形成，引起，造成，摆姿势

*protectionist　贸易保护主义者

*livelihood 生计，谋生

 

Elements of Global marketing success

 

To be successful, it helps to know why so many export business do not succeed. succeed cannot be rushed by high hopes. rather, it comes incrementally.

 

Good planning and realistic Goals

Good planning and realistic goals are the primary keys toe xport and import success, an export plan is a road map used in reaching goals.

 

in the case of exporting to offshore countries,new expprters must avoid the high expectation of completing a deal within the first three or four months of export operations.high expectation can breed prfound frustration. It is not uncommon for export business deals to take more than six months to finalize. some even take years

*frustration 挫折，挫败，受挫

*breed 繁殖，抚养，品种

 

           Depth of understanding the foreign cultures and business practices

 

         The depth of understanding the foreign cultures and business practices separates export success from failure. culture is not bad or better, it is merely different. culture influences the product and service requirements and the business practices.some business practices that are acceptable in theexporting country may not be acceptable importing country.

 

Reliability, patience, perseverance, and hard work

         without the buyers' trust, success would be impossible to achieve. winning the confidence of the buyers is more important than quoting competitive prices. be careful about the export commitment. stick to it once it is made. Broken promises erode trust. reliability in fulfilling the contracts on time and at the desired level of quality is the best advertising tool.

      

* erode: 侵蚀，使慢慢蚀掉

*perseverance 坚定不移

 

　　　export endeavor is a continuous struggle for survival. it is full of ups and downs. it requires patience and persevering in the export endeavor is frequently rewarded dispropertionately with sales contracts.

 

*persever in 坚定不移

*endeavor 努力

*disproportionately 不成比例的

 

　　　

      Flexibility in the product modifications

 

      Product requirements, like business practices, vary from country to country. some products that sell well in the domestic market may not sell in foreign markets. reasons for this could be different packing and labelling requirements, specifications or consumer tastes. product modifications, for example a change in the surface finish of a brass souvenir from the chrome-plating to the bronze-plating, can be costly in some countries. some exporters may shun deals whenever product modification is involved

*brass 黄铜

*chrome 铬，铬合金

*souvenir　纪念品

*shun　避开，避免

 

       product modification is often neccessary to meet foreign packaging and labelling requirements. Flexibility in meeting required modification is essential to export success.

 

First to identify the emerging needs

 

    world markets change rapidly. consumer needs for products and services change continually. for exports to be successful, it is vital to identify emerging consumer needs and to offer products and service improvements to satisfy those needs. it is important to spot a new early and then lead it.

 

    Sufficient financial resources

 

   The up front cost of exporting usually is high. it take more time and resources to develop export market. the payback can take longer, depending on the export market and the mothod and terms of exporter payment. sufficient financial resources are necessary to sustain the export operation and to achieve export goals.

 

    Winning Attitude

 

      Having a winning attitude and export business is more likely to succeed avoid misinterpreting over-optimism for a winning attitude. over-optimism breeds irrationality. irrationality leads to unrealistic goals. a winning attitude is a positive way of thinking and of doing things. it helps in winning the buyer's confidence in the exporter.

 

*up-front  在前的，预先的

*misinterpret曲解

*overoptimism过分乐观

*irrationally 不理性的，不合理的

*irrational 不理性的，不合理的，失去理智的

*irrationality 不理性的

 

    changing global marketplace and meeting challenges

 

    the world makets have changed enormously in the past decade.. new market have been opened with the end of the cold war. new economic blocks have been formed. new trading alliances are shaping. inevitably, a new way of thinking and approach to doing business is necessary in order to survive in the fast changing economy.

 

   Exports are key to the economic survival of a nation. a nation that exports more will grow stronger. the stronger. the stronger a nation is , the more recognition and respect it will earn.

 

increased worldwide competition

 

         there can be no growth without competition. as the world population grows, which is estimated at a rate of 1.7% annually, more products and services are needed. Business people worldwide are keenly competing to full these needs. worldwide trade grew in volume at an average of 5% annually over the past 25 years. with the end of cold war, more resources worldwide are geared towards exporting. the export business has become more competitive. exporting becomes mroe challenging with continued population growthand the addtion of near exporters.

 

effects of social upheaval and recession

 

        any form fo instability in a country can ruin its economic and may place its international trade in disarray.. with the end of cold war, the earth has become a more peaceful place to live. however, an alarming occurance is the growing number of permanent lower class in numerous  countries, including in developed nations. the adverse effect of social upoheaval is paramount, it can undermine the economic progress  of a nation. there is an urgent need to stop the growing number of the lower class. the task requires a concerted effors from the government  and people. the task is not easily done.

*instability 不稳定因素，　不稳定性

*disarray 混乱，衣冠不整，脱去衣服

*paramount极为重要的，权利至高无上的

*recession　撤回，退回，退后，工商业之衰退，不景气

    　　the effect of recession is immense, business sink, dreams of a lifetime shatter, and the lower class increases. vigorous export promotions, increase in exports, and diversification of export markets can help reduce the number of the lower class.

immense 极大的，无边的，非常好的

shatter　粉碎，碎片，打碎

vigorous精力旺盛的，有力的，健壮的

 

 

  use of terminology in different countries

the use of terminology differs from country to country. the term salesperson is easy to decipher as the salesman or saleswoman, but it is a term that is unheard of in some countries. the account manager is the sales representative , the buyer is the purchaser, the accounting assistant is the bookkeeper, the human resources department is the personnel department, the flat is the apartment, the chop is the stamp, the motor carrier is the trucking company, and the letter carrier is the postman.

     

       The first time one hears a person say" I will take the lift to the third floor" can be baffling. some people may miscontrue the life for the lifting crane, short of suspecting that the life is the elevator.

*baffle　困惑，阻碍， 为难

*misconstrue　曲解，误解

*crane　起重机，吊架，伸长脖子