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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