一、 1. 初级 Strategic planning is done within the context of the organization. A company's organization consists of its structures, policies, and corporate culture, all of which can become dysfunctional in a rapidly changing business environment. Whereas structures and policies can be changed (with difficulty), the company's culture is very hard to change. Yet changing a corporate culture is often the key to successfully implementing a new strategy. 2. 中级 After being considered an unprofitable stepchild of the Disney empire, the Disney Channel has become the company's cash cow solely from is ability to reach the underserved "tween market"--the 29 million 8 to 14-year-olds- and leverage its success through Disney's other divisions. In 2000, on the lookout for hip programming that would appeal to both tweens and their parents, the Disney Channel cast a then-obscure 12-year-old in the title role of a new weekly series, Lizzie McGuire. This sitcom about an everyday middle-schooler became a huge hit, and a year later Disney began running it on Saturday mornings on ABC, another Disney property. Then, in 2002, Disney unleashed a continuous stream of Lizzie spinoffs: Disney Press began publishing Lizzie books; its Buena Vista Music Group released the soundtrack for the series, which went platinum the following July; and Lizzie began airing every single day on the Disney Channel. That same year Disney's consumer products division began marketing everything from Lizzie dolls and sleeping bags to Lizzie pencils and notebooks. The Lizzie franchise has probably earned Disney about $100 million. 二、汉译英 1. 初级 消费者行为研究表明,尽管某些群体的消费者愿意为环保所带来的益处付出较高的价格,但消费者作为一个整体来讲可能是不大愿意付出的。多数消费者似乎不大愿意放弃其他选择所带来的利益去选择绿色产品。比如,有些消费者不喜欢循环利用的纸张及家用产品的性能、外观和质感。而另一些消费者不愿意放弃像一次性尿布这样的一次性使用的产品。 2. 中级 通过巨大的努力,三星公司开启了数字家庭业务。在韩国,三星的网络上有 6000 个家庭用户,这些家庭安装了网络控制的烤箱、冰箱、安保摄像头和挂在墙上的平板显示器。三星打算将这些想法推广到国外。这种家庭介入的费用在美国要花费 2000 到 10.000 美元不等,这是个比较容易负担得起的费用。然而,除了要攻克 - 些技术难题之外, 三星还必须让那些担心其产品使用太复杂甚至怀疑有没有必要使用其产品的客户满意。尽管如此,随着消费者通过更多设备学会使用数字媒体及电子商务,专家期待拓展宽带接入市场以推动数字家庭业务发展。