上班族 Contents
No. 83
11 月號
★ 課文朗讀 MP3 可於網路下載，請至 LiveABC 官方網站： http://www.liveabc.com「雜誌 MP3 下載區」
Zappos: The Perfect Fit 拆解 Zappos 跌破專家眼鏡的成功術
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名人應用語錄
Quotations from Warren Buffett 編輯精選巴菲特大師的智慧語錄 巴菲特不僅被譽為「股神」，其處世的人生哲 學亦頗受推崇。身為上班族反覆領略這位一舉 一動都牽動全球市場走勢的大師其充滿智慧的 金言玉語，不論你認同與否，定皆能有所獲。
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職場生存術
Six Ways to Manage Your Boss 6 大心法管理上司 成就職場 青雲路
20
品牌經營學
12
商務英會話
Zappos: The Perfect Fit 拆解 Zappos 跌破專家眼鏡
Making Effective Cold Calls 的成功術 電話開發客戶會話術 1. 電話開發客戶速效字彙、句型與常用句。 2. 情境模擬對話應用：電訪潛在客戶 & 安排會 面時間。
一個曾讓投資人避之唯恐不及的計畫，十多年 後，謝家華卻讓 Zappos 的年營收超過十億美 元，且在去年底被亞馬遜以十二億美元收購。 帶您來拆解謝家華稱為 WOW 的客服經營術。
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biz 嚴選 聚焦194國
Industry Focus 產業百態 全球網路精品銷售激增 ＋ 印度媒體巨擘有意收 購米高梅影業 ＋ 棉價創十五年新高 ＋ 速食三 王牌改裝攻防戰
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上班族變聰明
How Smart Are You? 上班族變聰明 在全球競爭力報告中拔得頭籌是哪一國？ ＋ 就 企業經營面而言，SOP 代表什麼？ ＋ 連續十 一年蟬聯全球最有價值品牌是哪家飲料商？＋ 先有雞還是先有蛋？
圖片提供：Zappos、Kaikai Kiki Gallery
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匯率
英倫下午茶巡禮
biz 英語本月財經辭彙
Exchange Rate
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360 行‧設計這一行
Japan’s Warhol 村上隆 × 藝術 vs. 商業 村上隆在跨界與時尚品牌路易•威登設計櫻桃包 造成轟動後，在全球已成指標性人物。然其擺盪 在藝術與商業間的設計風格招致了正反評價，究 竟是藝術人還是商業人？本文帶你一探究竟。
社交／生活
Time for Tea 本期的「社交 生活」，將帶您了解英式下午茶 的來由與演變，讓您有吃、有玩，還能替自己的 社交英語會話大加分。
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美／英口語、俚語應用
Office Chitchat 上班族熱問哈拉句 說英語不要硬梆梆，本篇道地的美式、英式口語 才叫活化應用！
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職場風雲起
Points of Interest 上班族大小事 白領兼職熱 ＋ 基本工資微調 ＋ 中國保鑣業前 景看好 ＋ 機器人搶導遊飯碗……
Free 加值線上學英語 影音學習雙週報 本月加入會員 免費送 http://golive.liveabc.com/biz
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地球萬象‧即將消失的地方
Franz Josef Glacier, South Island, New Zealand 法蘭茲約瑟夫冰河，紐西蘭南島
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biz 嚴選 聚焦 194 國
Trend Focus 趨勢哇哇哇 二O一五年上太空旅遊 ＋ T 恤用噴的 可重複穿 脫、洗滌 ＋ 不吃草、會吸地的電子羊 ……
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英語商務簡報
Present Perfect! 商用英簡報力訓練營 Part Three 3 堂課、8 步驟強化你對簡報的理解力 第一課「核心概念篇」（九月號） 第二課「設計 製作篇」（十月號） 第三課「上場互動應對篇」（本期十一月號）
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商務寫作學院
世界各地的冰河消融速度正在加快，冰河學家指出 法蘭茲約瑟夫冰河可能在未來一百年內消失……
42 廣告部企劃 Get to ITI and Make Big Strides toward Success 外貿協會培訓中心助你邁向成功
68 TOEIC Test
多益測驗模擬試題
77 Chinese Translation 中文翻譯 互動光碟收錄精采電影預告片及 MV： “Harry Potter and the Deathly Hallows: Part I ”《哈利波特：死神的聖物 I》 “The Social Network”《社群網戰》 Linkin Park ─ The Catalyst 聯合公園：〈催化劑〉 圖片提供：華納音樂
Letters of Appreciation
Japan’s Warhol
商務感謝信速效寫作強化技
村上隆×藝術 vs. 商業
寫作要點 ＋ 寫作速效句 ＋ 1. 致函感謝顧客惠 顧 2. 致函感謝同事協助
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biz
嚴選
聚焦 194 國
Trend Focus 趨勢哇哇哇
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二○一五年上太空旅遊 Space tourism could take off by 2015 with Boeing winning an US$18 million contract for initial development of a 7-man capsule.1 The capsules would take a fourman space-station crew to the International Space Station, leaving room for three tourists. No price has been set for the trips, but similar flights on the Russian Soyuz capsule cost US$40 million.
Key Words 字 彙 最 前 線 1.
capsule [`k1psy] n. 太空艙
2.
imperial [6m`p6r64l] adj. 帝國的
3.
fabric [`f1br6k] n. 布料；織物
4.
consult [k4n`s9lt] v. 查閱
5.
ovine [`ova6n] adj. 似羊的
T 恤用噴的 可重複穿脫、洗滌 A Spanish fashion designer has taken the expression second skin to its logical conclusion by creating spray-on clothing. Manel Torres teamed up with scientists at Imperial2 College London to invent a spray that turns into fabric3 upon contact with the body. The scientists involved hope the spray might be used in the future for other things like spray-on bandages.
（照片翻攝自英國《每日郵報》）
不吃草、會吸地的電子羊 People with no time for housecleaning will be happy to learn about the four-legged friend who can help out. Billed as a sheep-like device, the Instinct Vacuum Cleaner consults4 3-D models of its environment before setting about its work. The ovine5 assistant can get into difficultto-reach areas and always chooses the most efficient route to get there. 中文翻譯請見 p. 80
（照片翻攝自網路）
強化英語競爭力，來自英國的 James Baron 主播時間不可錯過，快上 biz 部落收看！ http://golive.liveabc.com/biz
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360行 設計這一行
村上隆 藝術 vs. 商業 有日本「現代藝術新希望」美譽的村上隆在跨界與時尚品牌路易 • 威登合製動畫、設 計櫻桃包造成轟動後，在全球已成指標性人物。然其擺盪在藝術與商業間的設計風格 難以避免地招致正反評價，對此他說： 「我已準備好我的安全帽了。」究竟是藝術人還 是商業人？本文帶你一探究竟。
Painting by Numbers 300,000,000 15,200,000 100
從數字看村上隆
Sales for Murakami bags generated more than US$300 million for Louis Vuitton in 2003. 二○○三年村上設計的手提包為路易 • 威登帶來超過三億美元的收入。
Murakami’s sculpture “My Lonesome Cowboy” sold for US$15.2 million at a Sotheby’s auction. 村上的雕塑作品《我的寂寞牛仔》在一場蘇富比拍賣會上以 1,520 萬美元售出。
In 2008, Murakami made Time magazine’s “100 Most Influential People” list, the only visual artist included. 二○○八年，村上隆名列《時代》雜誌「百大最有影響力人物」，乃唯一入選的視覺藝術家。
Oval Buddha ©2007-2010 Takashi Murakami / Kaikai Kiki Co., Ltd. All Rights Reserved.
33 圖片提供：Kaikai Kiki Gallery
360行 設計這一行
村上隆 小檔案 生日：1962. 2. 1 出生，現年 48 歲 現職：日本藝術家、Kaikai Kiki 藝 術製作公司負責人
Portrait of Takashi Murakami Artwork ©Takashi Murakami/Kaikai Kiki Co.,Ltd. All Rights Reserved. Photo: Kenji Yagi Courtesy Galerie Emmanuel Perrotin, Paris & Miami
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of f1 commercial,
everyday images as high-art is
nothing new. Andy Warhol was doing it with cans of soup in the 1960s, and Roy Lichtenstein† with comic book panels even earlier. Warhol would doubtless recognize a follower of his p o p a r t m o v e m e n t i n Ta k a s h i Murakami, albeit h with a distinctly Japanese slant.h 34
Takashi Murakami, Miss ko2, 1997 Oil, acrylic, fiberglass, and iron, 188H x 89L x 64W cm ©Takashi Murakami/Kaikai Kiki Co., Ltd. All Rights Reserved.
Born in Tokyo in 1962, Murakami received his Ph.D in traditional Japanese painting from the Tokyo National University of Fine Arts and Music. He soon lost interest in traditional techniques and developed Superflat,† a style that incorporates manga, anime and other elements of otaku,† Japan’s geek 2 culture. His aim was to blur3 the line between pop culture and art, a line that he says is less distinct in Japan. Motifs 4 such as eyeballs and mushrooms recur5 in Murakami’s work, and one character
Japan’s Warhol
（照片翻攝自網路）
▲ 色彩鮮豔且笑臉迎人的小花在村上隆的作品中極為常見
Key Words 字 彙 最 前 線 1. 小花，好可愛 ©2010 Takashi Murakami/Kaikai Kiki Co., Ltd. All Right Reserved.
pass off
把……充作
The painting was passed off as an original Van Gogh but turned out to be a fake. 2.
geek [gik] n. （對科技等領域專精的）狂熱者 Will spent most of his time at home playing computer games and was considered a geek by his classmates.
3.
blur [bl-] v.
使模糊
The band’s music blurred the lines between jazz and rock. 4.
Targets and flags are some of the favorite motifs of the artist Jasper Johns.
（照片翻攝自網路） ▲ 村上隆為
motif [mo`tif] n. （設計等的）基本圖案
LV 製作的動畫廣告甚為成功
5.
recur [r6`k-] v.
反覆出現；再發生
Luigi’s nightmare recurred every night for a week. 6.
embody [6m`b3d6] v.
具體表現
The politician said that rising drug use among teenagers embodied everything that was wrong with society.
appears in many different incarnations.h Mr. DOB, as the mouse-like creature is known,
字彙補給站
embodies 6 “kawaii,” the Japanese obsession
h
albeit [7l`bi6t] conj. 儘管；雖然
with cuteness. He’s not always portrayed
h
slant [sl1nt] n. 觀點；看法
h
as cute though. Some works have him with
incarnation [%6nk3r`ne]4n] n. 化身；體現
h
spew [spju] v. 噴出
razor-sharp teeth or spewing toxic bile. As
h
bile [ba6l] n. 膽汁
h
h
well as this violent imagery, Murakami’s work has combined cuteness with sexuality. “My Lonesome Cowboy” and “Hiropon” are two of Murakami’s more controversial works, where the artist uses strong sexual imagery. 中文翻譯請見 p. 79
†
補充說明
† Roy Lichtenstein 為美國普普藝術家先驅之一，作品常取材 自漫畫或廣告動畫。 † Superflat 「超級扁平」為村上隆所提倡的概念，不只點明卡 通動畫及漫畫影像的二維平面特質，據稱亦更深入地指向了 日本大眾文化的扁平無深度現象。 † otaku「御宅族」指對某事物的狂熱者，通常是電腦遊戲、漫 畫（manga）、動畫（anime）等。
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360行 設計這一行
（照片翻攝自網路） ▲ 東京表參道上的 LV 專賣店以村上隆的“Multicolor
Spring Pallet”系列為主題
Takashi MURAKAMI, Tongari Kun, 2003-2004 Fiberglass, steel, and oil, acrylic, and urethane paint, 276 1/4 x 138 inches Courtesy Marianne Boesky Gallery, New York ©2003-2004 Takashi Murakami/Kaikai Kiki Co., Ltd. All Rights Reserved.
（照片翻攝自網路）
▲ 今年九月底至十二月中旬村上隆於法國凡爾賽宮舉行其個展
grown into a collective h that
place at Huashan Creative
helps upcoming artists market,
Park this month.
distribute3 and sell their work.
Murakami’s work draws
The biannual GEISAI
mixed responses. His current
festival is another way
retrospective 4 at France’s
Murakami supports emerging
Pa l a c e o f Ve r s a i l l e s h a s
artists. The show is one of
caused a stink.h More than
Murakami is not just
Japan’s few ar t fair s and
11, 0 0 0 p e o p l e s i g n e d a
an artist. As a curator, h he
prides itself on being open to
petitionh stating the exhibition
puts together shows to
artists of all levels. In 2009, a
degrades5 the UNESCO World
p r o m o te c o n t e m p o r a r y 1
GEISAI Taipei was launched,
Japanese art. He has also
and GEISAI Taipei 2 takes
Heritage Site. Comparing him with artists like Jeff Koons†
（照片翻攝自網路）
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tr ie d his ha nd at fa shion with a range of handbags for Louis Vuitton. The products were snapped up
2
by
eager celebs for US$5,000. T h e n t h e r e’s M u r a k a m i’s production company Kaikai
參觀藝術展速效應用英語 詢問服務台
欣賞藝術作品
• Could you tell me how much concession tickets are for the gallery?
• The artist has used vivid colors and strong symbolism in this work.
請問這間美術館的優待票是多少錢？
• May I have a map of the exhibition? 可以給我一份展覽地圖嗎？
• When is the next guided tour? 下場導覽是什麼時候？
Kiki. Established as a base
• Can I rent an audio guide for this exhibition?
for his many assistants, it has
請問這個展有語音導覽可租借嗎？
36
這個畫家在這幅作品中運用了鮮豔的色彩和強 烈的象徵符號。
• This work was inspired by Greek mythology. 這幅作品的靈感來自希臘神話。
• The plaque says that this sculpture is 250 years old. 解說牌說這個雕刻有二百五十年的歷史了。
Japan’s Warhol
Key Words 字 彙 最 前 線 contemporary [k4n`t5mp4%r5r6] adj.
1.
當代的
I don’t like much contemporary fiction and prefer to read classic literature.
snap up
2.
搶購
Copies of the new video game were snapped up as soon as it went on sale.
distribute [d6`str6bj8t] v.
3.
散佈；分發
To promote the nightclub, the owner employed people to distribute leaflets all over town.
retrospective [%r5tr4`sp5kt6v] n.
4.
回顧展
The museum put on a retrospective of the photographer’s work shortly after he died.
degrade [d6`gred] v.
5.
使受屈辱
The hip-hop artist was accused of using language that degraded women.
Takashi Murakami, The Emperor's New Clothes, 2005, Fiberglass, resin, oil paint, lacquer, acrylic plates, fabric, iron 89H x 110L x 104W cm ©Takashi Murakami/Kaikai Kiki Co., Ltd. All Rights Reserved.
cynical [`s6n6ky] adj.
6.
自利的
The government’s promises of tax cuts were seen as a cynical attempt to draw attention away from its poor performance.
and Damien Hirst,† critics have accused Murakami of cynical6
字彙補給站
b r a n d i n g a n d m a r ke ti n g.
h
curator [`kj8r%et0] n.（博物館、美術館等的）館長
Murakami is unfa zed.h
h
collective [k4`l5kt6v] n. 集體企業；集團
“Japanese people accept
h
stink [st6;k] n. 強烈抱怨
h
petition [p4`t6]4n] n. 請願書
h
unfazed [%9n`fezd] adj. 不擔憂的；不為所擾的
that art and commerce will be blended,” he says. “In the West, it certainly is dangerous to blend the two because people
†
補充說明
will throw all sorts of stones. But
† Jeff Koons 為美國當代藝術家，大膽運用俗豔的圖像或造型進行創作，為身價最高的 在世藝術家。
that’s okay — I’m ready with my
† Damien Hirst 為英國當代藝術家，其作品常以動物雕塑為主。
hard hat.”
中文翻譯請見 p. 79
Useful Tips 應 用 即 時 通
biannual vs. biennial 「一年兩次」還是「兩年一次」？ 試試各式藝術形式英文怎麼說：
• 油畫 = __________________________ • 水墨畫 = _______________________ • 裝置藝術 = _____________________ • 雕刻 = _________________________ • 水彩畫 = _______________________ 解答請見 p. 79
意義
biannual [ba6`1nj84l]
biennia [ba6`5ni4l]
• 一年兩次的
• 兩年一次的 •（植物）二年生的
• The university encouraged students to attend the biannual careers fair. 這所大學鼓勵學生參加一年兩次的就業博覽會。
• The biennial Taipei Auto Show will be held next month. 兩年一次的台北汽車展將於下個月舉辦。
37
biz
嚴選
聚焦 194 國
Industry Focus 產業百態 精品上網銷售激增 A decade after the collapse of online fashion retailer boo.com, sites like net-a-porter. com and yoox.com are thriving. According to consultants Bain & Co., online luxury sales worldwide were worth 3.6 billion euros last year. The upsurge1 is exemplified2 by Cyber Monday, the Monday after Thanksgiving, when U.S. sales have gone through the roof in recent years.
美 CIA 與 Google 聯手「記錄未來」
（照片翻攝自網路）
Google and the CIA have invested in a startup that claims to help clients predict the future. Recorded Future bills 3 itself as the world’s first temporal analytics engine. The company deciphers4 patterns by monitoring what it calls the “invisible links” between people, organizations and incidents on the Web.
印度媒體巨擘有意收購米高梅影業 Bollywood is making moves in Hollywood. Indian conglomerate5 Sahara India Pariwar announced a US$2 billion bid to take over the debt of MGM studios. （照片翻攝自網路） The news came a day after MGM received an extension on interest payments for its US$4 billion-debt. Sahara is just one of several interested parties.
26
biz 產業學院 收購辭彙速效補充：
• acquire [4`kwa6r] v. 收購（acquisition [%1kw4`z6]4n] 為名詞 ） • bid [b6d] n., v. 出價：投標 • merger [`m-d.0] n. 合併 • take over 接管、收購（takeover 為名詞 ） 一分鐘看米高梅影業 █
全名： Metro-Goldwyn-Mayer Studios Inc. 米高梅影業
█
成立時間： 1924 年
█
身價（value）：據估約 24 億美元
█
目前負債（debt）：約 40 億美元
圖片提供：flickr、Google、Wikipeida
速食三王牌改裝攻防戰 McDonald’s is investing at least NT$300 million in its I’m Lovin’ It 2.0 project in Taiwan. Following the focus on services like the Made for You system and McDelivery, the company’s new goal is to transform its restaurants. Employing a “simple is trendy” concept, 100 restaurants will be made over in three years. Burger King has already undergone a similar revamp,6 and KFC is just starting the process.
車拼
3 大速食業者店面改裝大
McDonald’s KFC
Burger King
全省 店數
346 家
140 家
41 家
改裝 店數
三年內 100 家
全部門市（內湖店 已改裝完畢）
已改裝完畢
改裝 風格
簡約即時尚
• 現代感的設計
• 融入科技與時尚
• 轉型為複合式餐廳
• 各門市各有風格
你 | 知 | 道 | 嗎?
棉價創十五年新高 We’ve all heard about the credit crunch.7 Now analysts are talking about a cotton crunch. Droughts in China, floods in Pakistan and export restrictions in India have pushed up the prices of cotton to a 15-year high. Casual clothing fans should make their purchases before Photo by kimberlykv prices rocket in the new year.
台灣乳製品攻佔內地 Taiwan’s dairy industry is milking8 the fallout from the melamine9 scandal in China, according to statistics compiled by Taiwan’s Council of Agriculture. Exports of dairy products between January and August shot up an astounding 188 p e r c e n t c o m p a r e d to the same period last year, says the COA. The increase has been tied to public outrage over Photo by Muffet tainted-milk in China. 中文翻譯請見 p. 79
其他衣物材質英文這樣說
flax [fl1ks]
nylon [`na6l3n]
wool [w8l]
亞麻（纖維）
尼龍
羊毛
leather [`l5\0]
fur [f-] 毛皮
silk [s6lk] 絲
皮革
Key Words 字 彙 最 前 線 1.
upsurge [`9p%s-d.] n.
2.
exemplify [6g`z5mpl4%fa6] v.
3.
bill [b6l] v. 宣傳（或描述）成……
4.
decipher [d6`sa6f0] v.
激增 作為……的例子
解讀
conglomerate [k4n`gl3m4r6t] n. 6. revamp [ri`v1mp] n. 改造 7. crunch [kr9nt]] n. 緊縮；短缺 5.
8.
milk v.
9.
melamine [`m5l4min] n.
企業集團
利用 三聚氰胺
強化英語競爭力，來自英國的 James Baron 主播時間不可錯過，快上 biz 部落收看！ http://golive.liveabc.com/biz
27
品牌經營學
Zappos: The Perfect Fit 拆解
Zappos 跌破專家眼鏡的成功術
一個曾讓投資人避之唯恐不及的計畫，十多年後，謝家華卻讓 Zappos 的年營收超過十億美元， 且在去年底被亞馬遜以 12 億美元收購。帶你來拆解謝家華稱為 WOW 的客服經營術。
一分鐘看全球網路鞋王謝家華 19 歲自哈佛畢業，勇奪全球程式寫作冠軍 24 歲把公司賣給微軟，賺進人生第一桶金 █ 28 歲耗盡財產，只為追求一個夢想 █ 36 歲，身價高達新台幣 256 億元，躋身
5
互動版》正常 MP3 朗讀版》Audio CD -
5 / 慢速 MP3 - 33 5
█ █
《財星》雜誌年輕富豪榜 9.91%
Zappos 經營面小檔案
W
HEN
Nick Swinmurn approached investors with a plan to sell
shoes online in 1998, they wouldn’t touch him with a 10-foot
pole.† More than a decade on, Swinmurn’s brainchild1 Zappos.
com grosses over US$1 billion annually. The naysayersh must be kicking themselves.2
█
創立時間：1998 年
█
員工人數：1,500 人
█
總部：美國內華達州亨德森市（Henderson）
█
年營收：11.87 億美元（2009 年）
█
執行長：謝家華（上圖）
current CEO of Zappos. Hsieh, who made his fortune by selling
█
產品：鞋子、手提包、眼鏡、配件等
his start-up LinkExchange to Microsoft at the tender age of 24,
One man who took Swinmurn seriously was Tony Hsieh, the
20 圖片提供：flickr、Zappos
Zappos: The Perfect Fit
late last year it was acquired5 by Amazon for US$1.2 billion in cash and stock. Zappos is renowned 6 for its corporate Photo by ursonate
Photo by Robert Scoble
culture. The company espousesh what it calls a WOW approach to customer service. Employees
was initially skeptical. 3 However, Swinmurn
are encouraged to be open and honest. If, for
convinced him and they founded Shoesite.com,
example, a product is sold out, they will direct
which became Zappos (from the Spanish word
customers to competitors. During a 4-week
for shoes — zapatos). The company moved
training program, staff are “untrained” in habits
to Las Vegas in 2004 to avail itself of 4 the
like trying to minimize call times for efficiency.
city’s call centers. Zappos expanded offering
Incredibly, they are offered US$2,000 to quit at
handbags, eyewear, clothing and watches. The
the end of training. Hsieh stresses that only 1
company’s success did not pass unnoticed and
percent of people accept the offer. 中文翻譯請見 p. 78
Key Words 字 彙 最 前 線 1.
Useful Tips 應 用 即 時 通
brainchild [`bren%t]a6ld] n. （某人的）創作、主意 The charity was the brainchild of several local entrepreneurs.
2.
skeptical [`sk5pt6ky] adj.
4.
avail oneself of sth [4`vel]
利用（機會、提議等）
The guests availed themselves of the free champagne at the exhibition opening. 5.
acquire [4`kwa6r] v.
• John approached the manager with a suggestion at the weekly meeting. 約翰在週會議上向經理提出一項建議。當名詞
b 當名詞指「（待人接物或思考問題的）方式」，如本文第 三段的用法。
• Experts have called for a new approach to dealing with world poverty. 專家公開要求一個處理全球貧困問題的新方法。
收購
IBM recently acquired the data analytics company Netezza. 6.
用法。
多疑的
Nathan was skeptical of the salesman’s claims about the product.
renowned [r6`na8nd] adj.
聞名的
The renowned scientist gave a speech at the university.
的用法
a 當動詞指「與……接洽；找……商談」，如本文第一段的
kick oneself （因犯錯或喪失機會等而）懊悔 Vanya kicked himself when he realized he had missed the deadline for the job application.
3.
approach
Zappos 營收倒吃甘蔗 (百萬美元)
1,200
年營收首度超過十億美元
1,000
1,187
840
字彙補給站 h
naysayer [`ne%se0] n.
h
espouse [6s`pa8z]
800
唱反調的人
v. 採納（主義、方針等）
600 400
†
1,014
補充說明
† not touch sb with a 10-foot pole 以「不願用十英尺長的桿 子去碰某人」的誇張意象引申指「拒絕和某人有關聯」。
影響，營收成長遲緩
200 0
597
2000-2003 年受網際網路 泡沫（dot-com bubble）
370
1.6
8.6
32
70
2000
2001
2002
2003
184 2004
2005
2006
2007
2008
2009
(年)
21
品牌經營學
Employing2 a loyalty business model, Zappos focuses resources on increasing customer satisfaction rather than marketing. In fact, this approach has made sustained advertising campaigns u n n e c e s s a r y, w i t h word-of-mouth recommendations a t e l l i n g 3 fa c to r in ▲ Zappos 獨特的
8
the company’s rapid
WOW 客服執行模式，鼓勵員工坦率、真誠
互動版》正常 MP3 朗讀版》Audio CD -
6 / 慢速 MP3 - 34 6
From the beginning, Hsieh decided that the way to make Zappos stand out was by providing unparalleled h
grow th. Impressed by the outstanding service they have received, customers tell friends and relatives, and post up
Zappos really goes whole hog† to enhance the
service. Emphasis is placed
customer experience. Hsieh
on establishing personal and
says he wants to leave people
emotional connections and
Those making the
feeling, “That was the best
staff are told to do whatever
recommendations are also
customer service I’ve ever
it takes to make customers
usually back for seconds.
had.” In addition to keeping
happy. Hsieh has commented1
Zappos estimates that
i t s c a ll c e nte r s m a n n e d h 24/7,† Zappos ensures its
that the key quality he looks
approximately 75 percent of
for in employees is not passion
its business is from repeat
warehouse is open all hours.
for footwear but passion for
customers, who have become
T he c ompa ny also of fe r s
ser vice. “ We’re a ser vice
hookedh on the Z appos
free shipping and a year-long
company that just happens to
experience.
return policy.
sell shoes,” he says.
22
glowing4 references all over the Internet.
中文翻譯請見 p. 78
Zappos: The Perfect Fit
Zappos’ Core Values 從 Zappos 核心價值檢測你的 職場力 Zappos 成功締造十億美元營收的秘訣就在於 其團隊的十項核心價值，身為上班族的你，是否 具備以下這些職場核心力呢？
4 Deliver WOW through service. Photo by toprankonlinemarketing ▲ Zappos 的
透過服務來締造「哇」的購物體驗。
1,500 名員工中，超過六成為客服人員
4 Embrace and drive change. 擁抱並追求改變。
Key Words 字 彙 最 前 線 1.
comment [`k3m5nt] v.
解釋；評論
The magazine article commented on the latest developments in computing. 2.
employ [6m`pl76] v.
使用
The corporation employed a risky strategy to maintain its position as the industry leader. 3.
telling [`t5l6;] adj.
強而有力的
A lack of planning is a telling factor in the failure of many small businesses. 4.
glowing [`glo6;] adj.
熱烈讚揚的
My ex-boss gave me a glowing recommendation for my new position.
4 Create fun and a little weirdness. 創造趣味和一點點的不尋常。
4 Be adventurous, creative and open-minded. 勇於冒險、具創造力且思想開通。
4 Pursue growth and learning. 追求成長與學習。
4 Build open and honest relationships with communication. 用溝通來建立公開且真誠的（顧客）關係。
字彙補給站 h
man [m1n] v.
h
unparalleled [%9n`p1r4%l5ld] adj.
h
hooked [h8kt] adj.
配置（人員） 無可比擬的
對（某事物）著迷的
4 Build a positive team and family spirit. 建立積極的團隊與像家人般的精神。
4 Do more with less. 用更少的資源做更多的事。
†
補充說明
† go whole hog 指「徹底做某事；貫徹到底」。 † 24/7 為 24 hours a day, 7 days a week「一天廿四小時，一週七天」的 簡略寫法，用來表示「全天候提供服務」。
4 Be passionate and determined. 熱情且堅定。
4 Be humble. 不自我膨脹。
23
品牌經營學
9
互動版》正常 MP3 朗讀版》Audio CD -
on their site but Zappos is
7 / 慢速 MP3 - 35 7
confident the feedback will be positive. Meanwhile, unlike
As with most successful
many CEOs, Hsieh is happy
online retailers, Zappos has
to make himself visible and
1
utilized social media to great
frequently grants interviews.
effect. The company’s Web
R e p o r t e r s a r e i nv i t e d t o
site contains blogs and vlogs
tour Zappos HQ and talk to
with employee - generated
employees unrestrictedly.
contributions. Hundreds
Vendors also benefit from
of employees use Twitter,
this open-door approach with
providing a steady stream of
an extranet h that lets them
information and Hsieh boasts
gauge 3 which products are
more than a million followers.
most profitable. There is even
Indeed, with his personalized
▲ 全球網路鞋王謝家華目前身價高達
256 億美元
tweets, the CEO has been h
an annual vendor appreciation party.
praised for understanding
More than any thing, it
the PR potential of the
has been Tony Hsieh’s bold
microblogging site better than
and innovative tactics 4 that
most.
have got Zappos to where
Twitter has reinforced
2
the Zappos commitment to transparency. The company’s
it is today. However, media Photo by magnifynet ▲ Zappos 的顧客享有愉悅的
WOW 購物體驗
reports have pointed to a less than transparent culture and
aggregation page provides
inferior 5 customer service
an unfiltered feed h of any
at Ama zon. Following the
mentions of Zappos from
takeover, there are fears that
more than 1,000 industry sites
this may tarnish6 the Zappos
and personal blogs. Most
brand. It will be up to Hsieh to
h
companies fear relinquishing
h
control of what appears 24
ensure Zappos doesn’t lose its Photo by Robert Scoble ▲ 執行長謝家華與幹部開會的氣氛輕鬆、愉悅
footing.
中文翻譯請見 p. 78
Zappos: The Perfect Fit
Key Words 字 彙 最 前 線 1.
utilize [`juty%a6z] v.
利用
We need to utilize our resources effectively to make this project a success. 2.
reinforce [%ri6n`f7rs] v.
gauge [ged.] v.
判斷
The foreman visited the factory after the explosion to gauge how bad the damage was. 4.
tactics [`t1kt6ks] n.
策略
Although the football team was not as skilled as its opponents, it won the game by using better tactics. 5.
inferior [6n`f6r60] adj.
較差的
Eileen wanted to buy the MP3 player, but her brother told her it was inferior to one he had seen in another store. 6.
tarnish [`t3rn6]] v.
it be . . . that . . .
It be + 強調部分 + that + 剩下部分 文中要強調 Zappos 能有今天的成就都是來自「謝家華大膽 與創新的策略」，所以將 Tony Hsieh’s bold and innovative tactics 置於 it has been 和 that 中間。 拆解說明如下：
剩下部分
再看看例句：
•
tweet [twit] n.
h
aggregation [%1gr6`ge]4n] n.
h
unfiltered feed [9n`f6lt0d]
h
relinquish [r6`l6;kw6]] v.
微網誌推特（Twitter）上的推文
h
•
交出；讓與（文中以現在分詞作
I’d like to take credit, but it was Carlene who made this deal possible. 雖然我想邀功，但卡琳才是讓這筆交易得以成功的人。
未經過濾的網站內容
extranet [`5kstr4%n5t] n. （企業）外聯網
隨堂小測驗
若強調的部分是人，可將 that 改成 who，為地方副詞 片語時，則可改成 where。
聚集
形容詞）
It was the change of management that improved the firm’s fortunes. 扭轉這家公司命運的是管理階層的更替。（強調管理階層的更替）
The recall of faulty goods severely tarnished the electronics manufacturer’s reputation.
h
強調部分
. . . it has been Tony Hsieh’s bold and innovative tactics that have got Zappos to where it is today.
損壞（名聲等）
字彙補給站
強調句的用法
要強調句子中的某個部分時，可將要強調的部分置於 it be 和 that 中間，句型如下：
加強；加深
The loss of several major clients reinforced Dolette’s belief that her company was in trouble. 3.
Useful Tips 應 用 即 時 通
（強調是卡琳讓交易成功）
•
It was at the park where I realized that I had lost my wallet. 在公園時我才意識到我把錢包弄丟了。（強調在公園裡）
請依提示改寫句子或選出最適合的答案。
1. The small details determine the success of a contract. （請改寫成強調句，強調部分為 the small details）
________________________________________________ 2. Jonathan reported the file missing this afternoon. （請改寫成強調句，強調部分為 Jonathan）
________________________________________________
3. The farmer _____ a stream to power the mill.
a. reinforced
b. utilized
4. He fears that he will _____ his reputation if he
disagrees. a. tarnish
b. gauge 解答請見 p. 78
25
社交 生 活
Time for Tea 英倫
下午茶 巡禮
忙碌的工作之餘，抽空享用一客精緻的英式下午茶是不是個不錯的點子 呢？本期的「社交／生活」，將帶您了解英式下午茶的來由與演變，讓 您有吃、有玩，還能替自己的社交英語大加分。
25
20 / 慢速 MP3 - 48 朗讀版》Audio CD - 20 互動版》正常 MP3 -
A
anybody for a symbol of “Britishness,”
upper classes soon became a relatively inexpensive luxury for the rest of society.
and they’ll likely name the British national
Tea was first drunk in England in 1662, when Catherine of Braganza† brought the practice
drink, tea. Although tea-drinking had been a
with her from Portugal after she married King
tradition in China for thousands of years, the
Charles II. Thanks to regular trade with China,
British promoted the idea of afternoon tea. What
the beverage grew in popularity. By 1750, it was
SK
1
started as an essential part of the day for the 56
the United Kingdom’s national drink. 圖片提供：典匠資訊股份有限公司、flickr
Time for Tea!
T h e c u s to m of taking tea with light snacks between the
Key Words 字 彙 最 前 線 1.
2.
3.
norm, 2 comprising
breakfast in the morning and dinner at 8 p.m. A light luncheon was then introduced, but for some this wasn’t enough. The 7th Duchess of Bedford†
4.
stomach [`st9m4k] v.
忍受（常用於否定句或疑問句）
indulge [6n`d9ld.] v.
讓自己享受一下；放縱（+ in）
Patricia began to put on weight after indulging in rich desserts for many months.
h
declared that she couldn’t stomach3 “that sinking feeling”† she had to endure between meals. So
常態（前面常接 the）
I can’t stomach the way Egbert makes fun of me every time he beats me at table tennis.
a day had been the photo by Kellybeanz
norm [n7rm] n.
A minimum tip of 15 percent is the norm in restaurants in the U.S.
early 19th century. Previously, two meals
必要的
Soy sauce is an essential ingredient for many Chinese dishes.
hours of 3 and 5 p.m. originated in the
essential [6`s5n]4l] adj.
字彙補給站 h
luncheon [`l9nt]4n] n.
h
tiered [t6rd] adj.
午餐；（正式的）午餐會
分層的
4
she began indulging in afternoon tea and cakes and invited her friends to join her.
†
Other social hostesses adopted the practice, and it grew — as did the meal. What had begun
補充說明
† Catherine of Braganza [br4`g3nz4] 原為葡萄牙公主，在嫁給 英王查理二世後，將喝茶的愛好帶進英國。
as tea and finger sandwiches expanded to
† the 7th Duchess of Bedford [`d9t]4s] 本名為 Anna Russell， 乃英國維多利亞女王的摯友，開啟英國下午茶的風氣。
include scones, pastries and fruitcake, served in
† sinking feeling 指「（恐懼、飢餓引起的）頹喪感、虛脫感」。
a tieredh stand.
中文翻譯請見 p. 81
下午茶邀約社交應用對話 A : I know this wonderful English tea house just around the corner. Do you fancy a cup after work? 我知道附近有家很不錯的英式茶館。下班後去嚐鮮如何？
B : Sure. That sounds like a great idea. 好啊。聽起來是個很棒的點子。
A : How about going for some afternoon tea and cakes this weekend? 週末一起去享用下午茶和蛋糕如何？
B : Oh, I’d love to but I have something on. Let’s make it another time. 喔，我很想去，但我有節目了。改天吧。
A : Have you tried that new café in the neighborhood? It has great tea and sandwiches. 你有去過附近那家新咖啡廳嗎？他們的茶和三明治很棒。
B: No, I haven’t. Why don’t we go there this evening. 沒有耶。今天晚上一起去吧。
57
社交 生 活
In England, the beverage is still in hot demand, but the sandwiches and pastries no longer sell like hotcakes. These days they are seen by many as an extravagance 2 of the well-to-do,h taking the practice full circle back to its origins. Cricket h is one of the few institutions keeping the tradition alive. Matches are interrupted at four o’clock, so players can photo by moonlightbulb
26
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Today, English afternoon tea is enjoyed in much the same way as it was 200 years ago. Perhaps the biggest difference
retire3 to the pavilionh for a light
scone. Traditional afternoon teas are still found in former Crown Colonies.† The Peninsular Hotel in Hong Kong and Raffles in Singapore both serve colonialstyle afternoon tea.
pick-me-up.h T he practice of taking a n a f te r n o o n b r e w h w i t h sandwiches and scones may have gone stale 4 in its birthplace, but it’s unlikely to
is in the range of teas available,
In the United States,
die out altogether. There are,
after Earl Grey, Assam and
the practice is growing in
after all, few traditions that are
Darjeeling were introduced in
popularity, fueled largely by
such an affordable luxury —
the 19th century. The tradition
tea’s antioxidant properties
and what other custom is as
was spread by the expanding
and the desire to counter
1
British Empire like butter on a
the effects of unhealthy diets.
steeped in history? 中文翻譯請見 p. 81
Afternoon Tea Glossary 下午茶英語圖解 速效應用
58
photo by jefferyw
photo by yoshimov
photo by raygunb
cream puff
Battenberg [`b1tx%b-g]
madeleine [`m1d4%la6n]
scone [skon]
奶油泡芙
雙色蛋糕
瑪德蓮（貝殼狀蛋糕）
司康餅
Time for Tea!
Key Words 字 彙 最 前 線 1.
counter [`ka8nt0] v.
Useful Tips 應 用 即 時 通 anti
對抗
The government cut public spending to counter the effects of the recession. 2.
extravagance [6k`str1v4g4ns] n.
奢侈品
In many developing countries, a television is an extravagance people cannot afford. 3.
retire [r6`ta6r] v.
stale [stel] adj.
anti [`1nt6] 作「反抗、對立」解，後面可接另一詞構成複合字， 表示「抗……（的）；反……（的）」。文中的 antioxidant「抗氧 化劑（的）」由 anti 和 oxidant [`3ks4d4nt]「氧化劑」組成。其他 常見應用如下：
aging 老化的 = antiaging adj. 抗老的
離開（尤指去僻靜處）
The maid retired to her room after serving the guests at the dinner party. 4.
作字首
了無新意的；（長時間做某事而）厭倦的
When things started to go stale at work, Fern decided to move on to a new job.
anti +
biotic 生命的 = antibiotic n. 抗生素 social 社會的 = antisocial adj. 反社會的 trust 信任
= antitrust adj. 反托拉斯的
• The doctor gave the patient antibiotics to treat the infection. 這名醫生給病人抗生素以治療其感染症狀。
字彙補給站 h
well-to-do [`w5lt4`du] adj.
富裕的（文中以 the + adj. 表
名詞）
這家電玩公司向其競爭者提出反托拉斯的訴訟。
h
cricket [`kr6k6t] n.
h
pavilion [p4`v6lj4n] n. （板球場等的）運動員更衣室、休息處
h
pick-me-up [`p6kmi%9p] n.
h
brew [bru] n.
†
• The video games company filed an antitrust suit against its competitor.
板球
提神的飲食
hrase Focus / 片語威力通 • sell like hotcakes 暢銷 The DVD of the singer’s concert sold like hotcakes upon its release.
一次沖泡的茶
這名歌手的演唱會 DVD 一推出就造成熱賣。
• full circle （事情或經歷）兜了一圈回到原處
補充說明
† Crown Colonies「皇家殖民地」指過去由大英帝國直轄的殖 民地，如文中所提到的香港、新加坡。
When Grant returned to manage the firm he had left as a young man, he felt he had come full circle. 當葛蘭特回鍋管理年輕時離開的公司，他覺得自己彷彿繞了一 大圈。
• be steeped in sth
富含某特質
The brochure advertised the town as a beautiful location that was steeped in culture. 這本冊子宣導該小鎮乃一富含文化的美麗景點。
photo by Let Ideas Compete
pastries [`pestr6z]
Darjeeling [d3r`d.il6;]
Ceylon [s6`l3n]
Assam [4`s3m]
Earl Grey [-l] [gre]
油酥糕點；烘烤點心
大吉嶺茶
錫蘭茶
阿薩姆茶
伯爵茶
59
社交 生 活
應用英會話
互動光碟收錄真人影片
Tea for Two 長度 1 分 32 秒 手機掃一掃，收看 動 英文
下午茶時光英語不打結
http://golive.liveabc.com/biz
Jessie and Monica are taking afternoon tea at a British-style tea room.
W: Earl Grey is popular.
潔西和莫妮卡在一間英式茶館享用著下午茶。
M: Oh, I’ve had Earl Grey before. I’d like to
29
22 朗讀版》Audio CD - 22 互動版》正常 MP3 -
W Waiter
/ 慢速 MP3 -
J Jessie
try something else.
50
W: We have Assam and Ceylon, which have a maltyh flavor, or you could try
M Monica
W: Good afternoon, ladies. How may I help you? J : Well, to be honest, this is our first time
Darjeeling, which is more musky.h J : Let’s go for the Ceylon. W: One Ceylon afternoon tea service coming up! (The waiter leaves and returns with
here. Can you tell us how it works? W: Certainly, madam. Just select your
the tray.)
M: This is amazing. I love the cute tea cozy.h
tea and we’ll take care of the rest. The afternoon tea service includes a three-tiered tray with bite-sized finger
We remove that before pouring, right? W: Indeed, madam. Just replace it afterwards. Ladies, enjoy your tea!
sandwiches, scones with clotted creamh
中文翻譯請見 p. 81
and jam, and various tea cakes and pastries. M: Mmmm, sounds delicious! What kind of sandwiches do you have? W: Cucumberh and cream cheese, roast beef and horseradish,h and cheddarh with pickles. The cakes are Battenbergs, h
madeleines, and cream puffs. J : What tea would you recommend for first
字彙補給站 h
clotted cream [`kl3t6d]
h
cucumber [`kjuk4mb0] n.
h
horseradish [`h7rs%r1d6]] n.
h
cheddar [`t]5d0] n.
h
pickle [`p6ky] n.
h
malty [`m7lt6] adj.
h
musky [`m9sk6] adj.
h
tea cozy [`koz6]
凝結奶油 黃瓜 辣根
切達乾酪
醃菜 麥芽的 有麝香氣味的
茶壺保溫罩
timers? 60 特別感謝：灑綠茶館提供拍攝場地