The Interactions between Brand Equity and Marketing Mix

A framework on the interaction system of brand equity and marketing mix, which is characterized by brand equity as an indirect channel in realizing marketing sales, is established. Hypotheses with respect to marketing mix’s effects on brand equity are proposed. An empirical study is carried out in three categories of razor, soap and orange juice in Australia market, to illustrate brand equity measurement and test the proposed hypotheses.     

A Corpus-based View of Lexical Gender in Business Letters

This article investigates lexical gender in specialized communication. The key method of analysis is that of forms of address, professional titles, and ’generic man’ in a one million word corpus of business letters. This paper found a mixed results:on the one hand, the ’male-as-norm’ principle contributes to reinforcing typical gender stereotypes:for example, for each woman referred to in the corpus, there are more than 3 occurrences for man. On the other hand, advocates of non-sexist English have also influenced written Business English:for example, Ms is more frequent than Mrs. or Miss, which sustains the claim that equates Ms with professional settings. This article ends by discussing the ways in which the research findings of this study could positively impact upon the teaching of Business English.     

古国西班牙

Spain is one of the ancient countries in Europe and together with her close neighbour Portugal, occupies Iberian peninsula -a vast block of land in the extreme south-west corner of Europe.Spain is a land of mountains and plateaus. It is one of the more mountainous countries of Europe. Most of its people are crowded into narrow stripe of coastal lowland along the Bay of Biscay to the north and the Mediterranean Sea to the south and east.     

Effect of Riboflavin Operon Dosage on Riboflavin Productivity in Bacillus Subtilis

After deregulating the purine and riboflavin synthesis in the Gram-positive bacterium Bacillus subtilis,it is critical to amplify riboflavin operon with appropriate dosage in the host strain for remarkable increase of riboflavin production. Bacillus subtilis RH13, a riboflavin-producing strain, was selected as host strain in the construction of engineering strains by protoplast fusion. The integrative plasmid pRB63 and autonomous plasmid pRB49, pRB62 containing riboflavin operon of B. subtilis 24 were constructed and transformed into the host strain respectively. Increasing one operon copy in B. subtilis RH13 results in about 0. 4 g/L improvement in riboflavin yield and the appropriate number of operon copies was about 7--8. Amplifying more riboflavin operons is of no use for further improvement of yield of riboflavin. Furthermore, excessive operon dosage results in metabolic unbalance and is fatal to the host cells producing riboflavin.     

古老的西班牙

Spain is one of the ancient countries in Europe and together with her close neighbour Portugal, occupies Iberian peninsula—a vast block of land in the extreme south—west corner of Europe. Spain is a land of mountains and plateaus. It is one of the more mountainous countries of Europe. Most of its people are crowded into narrow stripe of coastal lowland along the Bay of Biscay to the north and the Mediterranean Sea to the south and east.     

Interpersonal Functions of Doctor-Patient Conversations

As an indispensable part of medical practice.doctor-patient conversation is drawing more and more attention in the field of sociology,psychology and linguistics.Little attention,however,has been paid to the interpersonal aspect of the conversation between doctors and patients,which is regarded as one of the most complex interpersonal relationships.Being dominant in the interaction,doctors’words,mainly in the form of questions,deserve more studies,especially for the interpersonal functions delivered.This study mainly focuses on this aspect.     

On Cultural Differences and Translation Methods

Language is the carrier of a culture.It contains rich cultural information.Therefore translation is not merely to convert one language into another,and it is also a communication activity which involves converting one type of culture into another.Cultural factors begin to gain more and more attention of translators.we find that cultural differences pose major barriers in translating.A thing which is self-evident in one culture has to be painstakingly explained in another.The most serious mistakes in translating and interpreting are usually not the result of verbal inadequacy,but of wrong cultural assumptions.Hardly can any text be successfully translated without appropriately dealing with the differences between source and target cultures.Therefore in this paper I intend to analyse the differences between Chinese and Western cultures as reflected in translation,then to put forward some translation methods(domestication and foreignization)in dealing with them.     

The Translation Comparison of Nicknames in Shui Hu Zhuan

Shui-Hu-Zhuan is one of the four masterpieces in China.The translation of this masterpiece plays an important part in enhancing the culture communication between the East and the West.This paper discusses the translation of nicknames in Shui-Hu-Zhuan.The author believes with the development of the culture communication,Shui-Hu-Zhuan will be accepted by more and more translators and will be widely spread all over the world.     

Microwave-assisted Fenton-like decolorization of methyl orange solution using chromium compounds

Azo dyes discharged in the environment are persistent organic pollutants （POPs）, which are very difficult to remove. We developed a microwave-assisted Fenton-like process to degrade methyl orange （MO）, an azo dye, with hydrogen peroxide （H2O2） catalyzed by chromium compounds coexisting with MO in the solution. Comparison between the Cr（Ⅲ）-H2O2 and Cr（Ⅵ）-H2O2 systems shows＂ that Cr（Ⅵ） has a stronger and more stable catalytical activity than Cr（Ⅲ）, and Cr（Ⅲ） is more susceptible to a change in the acidity or alkalinity of the reaction system. With a Cr（Ⅵ） concentration of 10 mmol L^-1 or a Cr（Ⅲ） concentration of 12 mmol L^-1 in the solution under the microwave irradiation of a power larger than 300 W for 3 min, 10 mmol L^-1 H2O2 can degrade more than 95% of 1 000 mg L^-1 methyl orange; when the microwave power is increased to 700 W, the same amount of H2O2 can degrade all methyl orange in the solution with the same amount of Cr（Ⅵ ） catalyst. Ultraviolet-visible spectrography indicates the cleavage of the azo bond in methyl orange after treatment, suggesting the potential o of this Fenton-like process to degrade azo dye POPs. Reusing waste chromium compounds coexisting with dyestuff in wastewater to catalyze the degradation of azo dyes could be a cost-effective technique for azo dyes and chromate manufacturers and/or users to treat their wastewater and prevent POPs from endangering the environment. This is of particula importance to controlling the water quality of the Three Gorges Reservoir.     

Half or Five Tenths？

Teacher： Would you rather have one half of an orange or five tenths？ Gerald： I＇d much rather have the half, Teacher： Think carefully, and tell me why, Gerald： Because you lose too much juice when you cut the orange into five tenths     

How to Motivate Students to Speak English

Just think of all the different conversations we have in one day and compare that with how much written communication we do in one day. Which do we do more of?. In our daily lives most of us speak more than we write,yet many English teachers still spend the majority of class time on reading and writing practice, almost ignoring speaking and listening skills: Do you think this is a good balance? If the goal of our teaching English is truly to enable our students to communicate in English,then speak- ing skills should be taught and practiced in the classroom.     

On Woolf’s Androgynous Thought and Artistic Creation:An Analysis of Lily Briscoe in To the Lighthouse

To the Lighthouse is one of Virginia Woolf’s masterpieces. It is also one of the most influential stream-of-consciousness novels in modernism. This thesis makes a more complete study on the novel theory of androgynous thought of Virginia Woolf and the female artist Lily Briscoe who is the outstanding representative of the androgyny.     

Cultural Differences and English Language Teaching

With the development of the cross-cultural communication,more and more people have recognized the interaction between language and culture.Each culture has its own characteristic and is different from one another.Because of cultural differences,difficulties often arise in communication between different people.In China,English is taught as a foreign language.Both teachers and students should be aware of the differences between eastern and western culture in their teaching and study.     

巴黎掠影

Paris is the capital and largest city of France.It is one of the most beautiful cities in theworld.Every year,more than 2 million tourists visit Paris.The most popular attraction is theEiffel Tower.This huge structure is known throughout the world as the symbol of Paris.Tourists flock to the Louvre, one of the world's largest art muse-ums,and visit the soaring Cathedral of Notre Dame.Paris is alsofamous for its many restaurants,sidewalk cafes,theaters,and night-clubs.     

English Grammar Comparison:Descriptive Grammar vs. Prescriptive Grammar

English grammar is thought as one of the most important parts in both language learning and teaching. While few peo?ple know there is more than one kind of English grammar. This essay provides the feat...     

Attempt to improve Vocabulary Teaching for Higher Vocational College Students

Vocabulary is the building material of language,and vocabulary study is therefore one of the most important aspects in any language learning.It is a key point to improve English learning through paying more attention to vocabulary acquisition.However,vocabulary teaching is one aspect of language teaching that has not been given enough attention in China.Therefore,some issues in vocabulary teaching and learning in higher vocational colleges are being addressed at present,which are worthy of our further consideration.     

On Chinese Student Learning English

English is regarded as one of the most important languages in the world. It is an international official language used by more than half of the earth. As the pace of globalization speed up, different countries contact with each other more frequently. Under this circum stance, China appears a wave of interest in learning English. Today, China has become the largest market for English teaching in the world. The discussion in this paper is focused on the importance of English learning and some experiences in English learning. It gives us a vivid explanation about the interactive functions of English learning and Chinese language study.     

A Comparative Stylistic Analysis of King and Obama's Nobel Peace Prize Acceptance Speech

Public address is one of the study fields in the research of stylistics. For those public addresses made by most internationally influential characters, most of the public addresses are regarded as the literature classics and optimal resources for English learners as well. Acceptance speech, as one branch of public addresses, is much more representative and referential in some specified areas such as academics, entertainment, economy, society and so on. This paper will conduct a brief comparative analysis based on the acceptance speech made by Martin Luther King in 1964 and Barack Obama, the 44th president of United States, after their winning the Nobel Peace Prize by revealing their stylistic features in order to evoke the readers their more appreciations about the art of public address.     

Doves of Peace

Nothing is more beautiful in the world than the picture in which ani-mals and human beings get on well with each other.I believe every one ofus would be deeply moved by such a picture. Zhengzhou Green City Square is a picturesque one.There,you cansee a lot of white doves flying here and there over the pools and trees.