2022年BEC商务英语阅读精选（1）

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2022年BEC商务英语阅读精选（1）

Staging a Conference

In the commercial world in the 1980s, business organisations often operate on a global basis. Even in Great Britain, companies are no longer as insular as in the past. Many are subsidiaries of foreign giants; for instance, Ford in Great Britain is a subsidiary of the American parent company. Others, which are solely British, now regard Europe as part of the home market since the time when Great Britain joined the European Common Market.

The tendency towards globalisation in the business world means that there is a requirement for companies and their personnel to be outward looking and aware of market conditions in every continent. This presents managements with a communication challenge which is almost as big as the organisations themselves.

The most effective way to provide that communication is to bring important personnel and clients together at one time and in one location. Besides providing managements with the opportunity to disseminate information formally, it also makes informal meeting between company personnel possible which can only be beneficial to the organisation as a whole. In addition, there is the likelihood that the meeting together of people from different backgrounds will generate its own "group dynamic" as the American often call it. In the long term, this too is likely to be of value to the company when the delegates at a meeting pass on to their dealers their enthusiasm for the company's products. Even in the electronic age with modern communications networks such as telex, telephone and, in the not too distant future, computer controlled electronic mail, there is still no substitute for personal contact.

Increasingly companies are turning to the conference as a fast and effective way of briefing their personnel and clients. International conferences are also held for political purposes and the exchange of information by professionals.

The planning of international conferences presents the organisers with a mammoth task but nowadays travel agents and hoteliers are aware of the requirements and do their best to facilitate conference arrangements. Initially, certain fundamentals have to be established. The venue must be chosen and decisions made about the dates and budget for conference and, of course, its theme——whether it is to be about office technology in the 1990s, the exploration of the seabed, the prevention of pollution or whatever. Currently many conferences by commercial companies are convened to launch a new product or put over a management message. On the successful launch of a new product may depend the fortunes of a company for some time to come; if the product succeeds, favourable results will show up on the balance sheet. If the launch is badly handled (even if the product is likely to be successful) at best that will not help the company; at worst, the organisation may go out of business. Whether or not the product sells succ
essfully may ultimately depend on the way it is presented to its potential customers, on its image.
参考译文

举办会议

20世纪80年代的商界，企业往往跨国经营。即便在英国，公司和企业也不像在从前一样与外界隔绝。其中有许多跻身外国大公司麾下，成为其下属公司。例如，福特英国公司就是美国公司的下属公司，而其他的英国本土公司，也在英国加入欧洲共同市场以后，开始把欧洲视为国内市场的一部分。
企业日益全球化的趋势，意味着公司及其员工必须目光向外，了解世界各地的市场状况。经理层因此面临对外交往方面的巨大挑战，其难度不亚于治理企业自身。

提供这种交往最有效的方法是在同一时间、同一地点把高层管理人员与客户集中在一起。这么做不仅提供了在正式场合传递信息的机会，同时还使企业员工日常交往成为可能。总的来说，这些只会给企业带来好处。此外，通过会议把不同背景的人聚集在一起，正如美国人常说的，有可能产生自身的"群体热力"。从长远来看，通过与会代表向经销商热情宣传办会公司的产品，这种"热力"对公司也可能极具价值。即使在电子时代，现代通讯网络高度发达，电报、电话不久后很快就会出现的自由电脑控制的电子邮件等，也都不可能替代人际交往。

渐渐地，商业公司开始把会议当作向员工和客户提供信息的一种快速有效的手段。此外，出于政治目的或者专业人士间为了相互交流信息，也召开一些国际会议。

对组织者而言，策划召开国际会议无疑是一个庞大的工程。不过，如今旅行社和酒店经理人已经意识到了这种需求，尽力提供会议安排。首先要满足一些基本条件，要选择会议地点，定下会议日程，做出会议预算。当然，还少不了确定会议主题——是有关20世纪90年代的办公科技，还是海底勘探，或者是预防污染，或者是其他。目前，许多商业公司举办会议推出新产品或发布管理信息。不久之后，公司的成功可能就会依赖于新产品推介会的成功。一旦产品获得成功，公司资产负债表上就会出现盈利。而一旦推介会举办失败（即使产品有可能成功），往好里说，于公司无益；弄不好还可能造成公司破产。产品销路好坏最终将决定于它向潜在客户展示的方式，决定于它的形象。

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