体验商务英语课后答案unit2
Unit 2 Brands
Part I Business Vocabulary
Directions: There are 20 incomplete sentences in this part. For each sentence there are four choices marked A, B, C and D. Choose the ONE that best completes the sentence. Then mark the corresponding letter on the Answer Sheet with a single line through the center. This part totals 20 points, one point for each sentence.
1 A brand can be a name, a term or a symbol. It is used to _______C_______ a product from competitors’ products.
A differ
B compete
C differentiate
D compare
2 Brands should add value to products. It’s a _______B________ effect whereby one plus one equals three.
A energy
B synergy
C coordination
D collaboration
3 The better-known the brand name, the more people want to ___D____ it _______.
A copy…off
B send…off
C break…off
D rip…off
4 In the past Calvin Klein took a relatively passive ________A_______ to the counterfeit problem.
A approach
B method
C way
D mode
5 But as sales and brand _______B_________ have risen, Calvin Klein has become an increasingly popular target for Asian and European counterfeiters.
A image
B awareness
C management
D loyalty
6 I’m worried about the sales of the range of fragrances we ________D________ two years ago.
A sold
B mounted
C impounded
D launched
7 The advert stated – jokingly – that 7 million points were needed for someone to ______B______ the jet.
A declare
B claim
C announce
D specify
8 A business student, John Leonard, intends to take Pepsi Cola
to________B_______ regarding the promotion because he thinks they should give him the prize.
A home
B police
C school
D office
9 Customers have become less loyal to brands and are more willing to
______D______ to lower-priced coffee products.
A trade in
B trade for
C trade up
D trade down
10 It is _______C_________ as an exclusive ground coffee for gourmets.
A produced
B made
C promoted
D sold
11 Thank you for the _______A______ order of February 2 for 28,800 raincoats.
A captioned
B captioning
C to caption D
caption
12 Your order will be ready for shipment by February 28 and be packed
_____C____ seaworthy containers.
A by
B through
C in
D within
13 Our raincoats are now packed in a polythene bag each and then in a
cardboard box, 12 dozen _______D_______ a carton,
A in
B at
C by
D to
14 Each carton is ______C______ with a polythene sheet and secured by
overall strapping.
A lining
B line
C lined
D to line
15 In addition, the packing is light ____B____ weight and therefore easy to handle.
A to
B in
C at
D for
16 Since a polythene bag is used for each raincoat, it is attractive and
_____A____ for window display.
A all ready
B already
C all readiness
D readiness
17______B______ regard to packing in cartons for your order, we would like to give you our comments as follows.
A As
B With
C For
D At
18 Cartons lined with plastic sheets can be well protected ______A______
moisture, for they can be secured by overall strapping.
A against
B for
C by
D through
19 Since the trace of pilferage is _____C______ more evident, it is easier
to file a claim against the insurance company.
A many
B lot
C much
D fewer
20 Therefore, cartons are convenient ______B______ handle and quite suitable for ocean
A for
B to
C by
D in
Part II Phrase Translation
Directions: Directions: There are 20 Chinese phrases in this part. You
are required to translate them into English and write down your
translation on the Answer Sheet. This part totals 20 points, one point
for each phrase.
1 国际品牌international brand
2 民族品牌national brand
3 品牌商品branded goods
4 品牌管理brand management
5 高档品牌upmarket brand
6 经典品牌classic brand
7 品牌知名度brand awareness
8 品牌形象brand image
9 品牌忠实brand loyalty
10 品牌延伸brand stretching
11 物有所值cost-effective
12 公司战略corporate strategy
13 许可权利licensing right
14 时装设计师fashion designer
15 快餐公司fast food company
16 广告宣传活动advertising campaign
17 研磨咖啡ground coffee
18 市场份额market share
19 消费者调查consumer survey
20 细分市场market segment
Part III Sentence Translation Directions: There are 10 sentences in this part. You are required to translate them into Chinese and write down your translation on the Answer Sheet. This part totals 20 points, two points for each sentence.
1.The aim of the advertising campaign is to enhance brand awareness
so that consumers become more familiar with our coffee products.
广告宣传活动的目的在于提高品牌知名度，使得消费者更了解我们的咖啡。
2.Volvo’s brand image is that of a well-engineered, upmarket, safe
car.
沃尔沃汽车的品牌形象是其设计完美，工艺精良，质高价优，安全可靠
3. A brand can be a name, a term or a symbol. It is used to differentiate
a product from competitors’ products.
品牌可以是一个名字，一个术语或者一个符号，用来区别你和你竞争对手的商品。
4.Brands should add value to products. It’s a synergy effect whereby
one plus one equals three.
品牌应该为商品增加价值。这是个合成效应从而相当于一加一等于三。
5.In the past Calvin Klein took a relatively passive approach to the
counterfeit problem.
以前CK采取了对造假问题相对被动的态度。
6.But as sales and brand awareness have risen, Calvin Klein has
become an increasingly popular target for Asian and European counterfeiters.
但是随着CK的销售量和品牌知名度的提升，它已经成为了欧亚造假者们越来越青睐的造假目标。
7.Customers have become less loyal to brands and are more willing to
trade down to lower-priced coffee products.
消费者越来越对品牌缺乏忠诚度，反而更愿意购买廉价的咖啡。
8.You’d be amazed at how many people pay $5 for a T-shirt without
realizing it’s counterfeit.
你会惊奇有多少人花五美元买一件t恤衫而没有意识到这是假货。
9.You are a self-employed young fashion designer at the start of your
career.
在事业刚刚起步的时候你是一个年轻的自由职业的时尚设计师
10.Consumer surveys show that the Caferoma brand no longer convey
a feeling of excitement and enthusiasm, and that it does not give the
impression of being up-to-date and contemporary..
消费者调查显示Caferoma 的牌子已经不能传达兴奋和热情的感觉，不仅如此它反而让人觉得过气和跟不上时代。
Part IV Sentence Translation Directions: There are five sentences in this part. You are required to translate them into English and write down your translation on the Answer Sheet. This part totals 20 points, four points for each sentence.
1 请报我方100公吨大米的最低价CIF广州，并表明最早交货期。
Please make us your lowest quotation CIF Guangzhou for 100 metric tons of rice, stating the earliest date of shipment.
2 我们相信如你方价格有竞争力，我们能向你方大量订购。
We believe if your price is competitive, we can place a large order with you.
3 若产品质量好，价格与我方市场相符，我们愿意向你方订一大笔货。
If your quality is good and the price is in line with our end , we are willing to place a large order with you.
4 目前，我们对各种葡萄酒感兴趣，如果能通过航空邮寄最近的价目表，我们将非常感激。
Now we are interesting at all kinds of wine and shall be glad if you send your latest price list by airmail.
5 按惯例，我们通常从欧洲供应商处得到5%的佣金。
As usual, we usually get a 5% commission from European suppliers.
Part V Letter Translation
Directions: There is one letter in this part. You are required to translate it into English and write down your translation on the Answer Sheet. This part totals 20 points.
敬启者：
5月5日来信收悉，要求我们报中国红茶的成本加运费至悉尼价。兹答复，我方
现报500箱中国红茶，每箱60澳元CFR悉尼价，2004年7月装船。付款方式
为不可撤即期信用证支付。此报盘以你方5月15日前复到为有效。
请注意我们的报价非常有竞争力，我们建议你方立即接受。
谨上
Dear Sirs:
We have received your letter on 5th May, requiring us to offer Chinese Black Tea CIF Sydney. In reply, we are offering you for 500 cases of Chinese Black Tea at AUD 60 per case CIF Sydney for shipment to be made in July 2004.The payment should be made by irrevocable letter of credit at sight. This offer is valid subject to your reply here by 15th May. Please note that our offer is very competitive and we would advise you to accept it without delay.
Yours Sincerely
Part VI Business Writing
Directions: For this part, you are required to write on the Answer Sheet
a memo in the full correct format based on the information given below. This part totals 20 points.
● You are the Head of Research for an international car manufacturer. You have to make an urgent trip tomorrow to visit Pierre Blanco, a colleague who works for a subsidiary.
● Write a memo to your secretary:
* telling her who you are going to see and when
* asking her to book flight tickets and accommodation
* telling her what work you would like to do in your absence
● Write 40-50 words.
Memo
To: Secretary
From: Lane Chen
Head of Research
Date: 30th October
Subject: Urgent trip
I am going have an urgent trip to visit a colleague in our subsidiary named Pierre Blanco. Please book me a flight ticket at 10:00 tomorrow morning and
also an accommodation. If anything happens in my absence, all matters concerning the entrusted Mr. Lee in charge.
LC
体验商务英语(第二版)课件第2册案例Dear Sirs or Madams
Dear Sirs or Madams: I am writing to invite you to attend this year’s conference, which will be held in Prague, Czech Republic, 21 – 24 November, 2008. The chief executive and the senior managers from the head office and the overseas sales managers will attend the conference. The purpose of the conference is, first of all, to enable the managers to know each other better. In addition, we would like to take this opportunity to thank you for your hard work. Most important of all, however, we will at the conference discuss how we can improve our products and services in the future. The venue we have chosen for this year’s conference is Hotel Moda. It is a 4-star hotel located about half an hour by underground to the city center. The hotel facilities are excellent with spacious bedrooms, a large swimming pool, sauna and Jacuzzi. Moreover, during the conference, we will arrange various activities for the participants, such as guided city tours, cultural tours, sightseeing and opera. I hope you will all be able to enjoy yourselves during the conference. The conference will commence on Saturday morning, 22 November. All the participants are required to arrive by Friday evening, 21 November, and leave by noon of Monday, 24 November. I sincerely wish that you can all attend this year’s conference and I look forward to meeting you in Prague. Sincerely yours, (226 words)
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体验商务英语综合教程3第二版 重点词汇
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体验商务英语(第二版)课件第2册案例Dear Ms
Dear Ms. Wang I am writing to thank you for your kind and efficient assistance to make our conference so successful. All our participants said that your staff were friendly and helpful. The conference rooms were well-equipped and everything worked perfectly throughout the conference. In addition, I would like to send my special thanks to the staff in your restaurants: the food was excellent and was served quickly, which was extremely important at lunchtime as we only had a 45-minute break. Thank you again for all your help. We will certainly use the Plaza for a similar conference that we are organizing in two years’ time. Yours sincerely (103 words) Dear Mr. Robinson I am writing to complain about the facilities and the service during our recent conference at your hotel. We organized a successful conference at the Plaza two years ago, but this time we were very disappointed. The most serious problem was the interpreters from the agency recommended by your hotel. They did not speak the languages fluently and this led to misunderstandings between the participants and caused a lot of bad feelings. Considering the inconvenience we experienced at your hotel, I suggest a 20 percent reduction in the bill for the conference. I am looking forward to receiving your prompt reply. Yours sincerely (101 words)
体验商务英语2 新版Quick_Placement_Test
Name ______________________________ ___________ Class ____________________________ 1 New Market Leader Quick Placement Test Elementary to Pre-intermediate Try to answer all forty five questions. There is one mark per question. Choose one answer from the four possible answers. For example: What __c __ you do? a) doing b) are c) do d) is 1 – ‘Is Kenji a consultant?’ – ‘Yes, _____.’ a) he is b) it’s c) he’s d) consultant 2 Does Max _____ in China? a) working b) worked c) works d) work 3 _____ aren’t any flights on Friday afternoon. a) They b) There c) Those d) This 4 My friend Vittoria is _____ sales manager. a) a b) she c) it d) these 5 We have _____ new products. a) lot of b) a lot of c) lots d) lot 6 She didn’t _____ the factory yesterday. a) visited b) visits c) visit d) visiting 7 ‘Are Felisa and Ramon married?’ ‘No, _____.’ a) they’re no b) not c) they aren’t d) they not 8 The CEO wants to visit our branch _____ Monday. a) at b) in c) to d) on 9 _____ she talking to a customer? a) Does b) Is c) Are d) Do 10 How _____ do you travel abroad? a) many b) time c) often d) like 11 Sarayu goes _____ every Saturday. a) swim b) swimming c) for swimming d) to swimming 12 _____ you like a cup of tea before the meeting? a) Are b) Do c) Can d) Would 13 – ‘Is there a meeting next Monday?’ – ‘No, _____.’ a) there isn’t b) not there c) it isn’t d) is not
体验商务英语综合教程3中文双语对照版
体验商务英语综合教程 3 第二版 双语对照版 Unit1 Made in Europe 欧洲制造 Almost every fashion label outside the top super-luxury brands is either already manufacturing in Asia or 5 thinking of it. Coach, the US leather goods maker , is a classic example. Over the past five years, it has lifted all its gross margins by manufacturing solely in low-cost markets. In March 2002 it closed its factory in Lares, Puerto Rico, its lastcompany-owned plant, and outsources all its products. 除了顶级奢侈品牌外几乎所有的时尚品牌都已经在亚洲生产，或者正在考虑这么做。美国的皮革商品制造商蔻驰(Coach)就是一个经典的例子。在过去的 五年中，它通过仅在低成本市场生产来提升毛利率。在2002 年的3月，它关闭 外包。 了在波多黎各拉雷斯的最后一间公司所属工厂，将所有产品全部 Burberry has many Asian licensing arrangements. In 2000 it decided to renew Sanyo's Japanese licence forten years. This means that almost half of Burberry's sales at retail value will continue to be produced under license in Asia. At the same time however, Japanese consumers prefer the group's European-made products. 巴宝莉(Burberry )在亚洲持有许多许可授权安排。2000年它决定给日本三洋公司的特 许授权延长十年。这意味着按零售价计算巴宝莉几乎一半的销售额将是亚洲授权生产的。但是同时，日本的消费者却偏好于该集团在欧洲生产的产品。 Sanyo is now reacting to this demand for a snob alternative to the Burberry products made in its factories across Asia by opening a flagship store in Tokyo's Ginza, where it sells Burberry products imported from Europe. 为了应对这种对巴宝莉在亚洲工厂所生产产品的需求，三洋公司在东京银座开设旗舰店，出售从欧洲进口的巴宝莉产品。
体验商务英语综合教程3第二版-重点词汇
体验商务英语综合教程3第二版-重点词汇
体验商务英语综合教程3 第二版重点词汇 Unit1 P6 A Value for money 花钱值得 luxurious 奢侈的，豪华的 timeless 不受时间影响的 Well-made 做工考究的 top of the range 高端的 durable 耐用的 inexpensive 便宜的 cool 酷的 Reliable 可靠的 stylish 流行的(有型个性) fashionable时髦的（潮流时尚） Well-designed 精心设计的 P7 A Brand loyalty 品牌忠诚度 the tendency to always buy a particular brand brand image 品牌形象 the ideas and beliefs people have about a brand brand stretching 品牌扩张 using an existing name on another type of product brand awareness 品牌意识 how familiar people are with a brand brand name 品牌名字 the name given to a product by the company that makes it product launch 产品发布 the introduction of a product to the market
product lifecycle 产品生命周期 the length of time people continue to buy a product product range 产品范围 the set of products made by a company product placement 植入式广告 when products are used in films or TV programmes product endorsement 产品代言 the use of a well-known person to advertise products Brand positioning 品牌定位 P8 Gross margins 毛利润 Manufacturing 制造业 Solely 唯一的 Low-cost market 低成本市场 Outsources 外包 Licensing arrangement 特许授权 Flagship store 旗舰店 Offshore 离境；海外 Country of origin 原产地 Identify the marker 确定产品来源或制造者 Simplify product handing 简化产品，操作和追踪 Organize accounting 帮助组织进存货和做会计记录 Offer legal protection 提供法律保护