在2005年，正如作者所观察到的，法国的人均实际消费仅为美国的60%，表面上美国人的平均经济状况似乎比法国人好得多。

In 2005, as the authors observe, real consumption per person in France was only 60% as high as the U.S., making it appear that Americans were economically much better off than the French on average.

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尽管表面上企业营销和消费者营销的区别很明显，二者之间存在着更微妙的区别和更重要的分歧。

Although on the surface the differences between business and consumer marketing may seem obvious, there are more subtle distinctions between the two with substantial ramifications.

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不过，最为热心的道德消费者将面临复杂的权衡取舍，有时表面看是明显的道德选择往往是错误的。

But even the keenest ethical consumer faces complicated trade-offs, and sometimes the apparently obvious ethical choice turns out to be the wrong one.

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