商务英语阅读Unit 2

商务英语阅读第一册上 Unit 2

Reading One
Check your comprehension
Answer the following questions with the information from the
text. What are the connections between psychological health and physical health?
Pre-reading Questions
What, in your opinion, is emotional health? Emotional wellbeing is about how we feel, think and behave. Nobody feels blissfully happy, thinks positive thoughts and behaves sensibly all the time - but if you're in a generally good state of mind, it's much easier to enjoy life. (From BBC Mental health) What kind of people are most likely to become emotionally healthy? People with good emotional health are in control of their thoughts, feelings and behaviors. They feel positive about themselves and have good relationships. They can keep their problems in perspective. They have both self-awareness and self-control.

商务英语Unit2参考答案

商务英语Unit2参考答案Unit 2 BrandsPart I Business V ocabularyDirections: 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.C1 A brand can be a name, a term or a symbol. It is used to ______________ a product from competitors’ products.A differB competeC differentiateD compareB2 Brands should add value to products. It’s a _______________ effect whereby one plus one equals three.A energyB synergyC coordinationD collaboration D3 The better-known the brand name, the more people want to _______ it _______.A copy…offB send…offC break…offD rip…offA4 In the past Calvin Klein took a relatively passive _______________ to the counterfeit problem.A approachB methodC wayD modeB5 But as sales and brand ________________ have risen, Calvin Klein has become an increasingly popular target for Asian and European counterfeiters.A imageB awarenessC managementD loyaltyD6 I’m worried about the sales of the range of fragrances we ________________ two years ago.A soldB mountedC impoundedD launchedB7 The advert stated – jokingly – that 7 million points were needed for someone to ____________ the jet.A declareB claimC announceD specifyB8 A business student, John Leonard, intends to take Pepsi Cola to_______________ regarding the promotion because he thinks they should give him the prize.A homeB policeC schoolD officeD9 Customers have become less loyal to brands and are more willing to____________ to lower-priced coffee products.A trade inB trade forC trade upD trade downC10 It is ________________ as an exclusive ground coffee for gourmets.A producedB madeC promotedD soldA11 Thank you for the _____________ order of February 2 for 28,800 raincoats.A captionedB captioningC to captionD captionC12 Y our order will be ready for shipment by February 28 and be packed _________ seaworthy containers.A byB throughC inD withinD13 Our raincoats are now packed in a polythene bag each and then in a cardboard box, 12 dozen ______________ a carton.A inB atC14 Each carton is ____________ with a polythene sheet and secured by overall strapping.A liningB lineC linedD to lineB15 In addition, the packing is light ________ weight and therefore easy to handle.A toB inC atD forA16 Since a polythene bag is used for each raincoat, it is attractive and _________ for window display.A all readyB alreadyC all readinessD readinessB 17 ____________ regard to packing in cartons for your order, we would like to give you our comments as follows.A AsB WithC ForD AtA18 Cartons lined with plastic sheets can be well protected ____________ moisture, for they can be secured by overall strapping.A againstB forC byD throughC19 Since the trace of pilferage is ___________ more evident, it is easier to file a claim against the insurance company.A manyB lotC muchD fewerB20 Therefore, cartons are convenient ____________ handle and quite suitable for ocean transportation.A forB toPart II Phrase Translation 1 国际品牌International brand2 民族品牌National brand3 品牌商品Branded goods4 品牌管理Brand management5 ⾼档品牌luxury brand6 经典品牌Classic brand7 品牌知名度Brand awareness8 品牌形象Brand image9 品牌忠实Brand loyalty10 品牌延伸Brand stretching11 物有所值V alue for money12 公司战略Corporate strategy13 许可权利Licensing right14 时装设计师Fashion designer15 快餐公司Fast food company16 ⼴告宣传活动Advertising campaign17 研磨咖啡Ground coffee18 市场份额Market share19 消费者调查Consumer survey20 细分市场market SegmentPart III Sentence Translation1.The aim of the advertising campaign is to enhance brand awareness so thatconsumers become more familiar with our coffee products.⼴告宣传活动的⽬的是提⾼品牌知名度以便于消费者更加熟悉我们的咖啡产品。

商务英语阅读教程Unit 2

UNIT 2 Product
2-1
Unit Introduction
Unit Two will introduce the exact meaning of product and the knowledge of the Product Life Cycle
(PLC). In this unit, the definition and categories of the product will be offered and we should know a service belongs to a non-material or intangible product. The five stages of the Product Life Cycle will also be in-material or product
2-1
TASK 1
19.intangible product
答案
C.
non-physical product, pure service
20.
product
答案
A. goods or service that most closely meets the requirements of a particular market
14.growth cycle 答案 O. familiarity grows among consumers, so does the sales figure in steady fashion
15. downturn L. a tendency downward, a worsening, especially in business or economic activity

商务英语阅读(专业篇) unit 2

It was necessary to tie together the efforts of research, purchasing, production, shipping and sales. As a result of the new marketing concept which rests on the importance of customers, the sales era was replaced by the marketing department era.
Reading Practice
Text A
Marketing and Marketing Concept
Reading Practice
Text A
Marketing, a vital part of any business undertaking, is a group of activities designed to facilitate and expedite exchanges. Marketing activities ensure that the products consumers want to purchase are available at a price they are willing to pay and that consumers know that the product is available. These activities occur in a dynamic environment-that is, an environment of constantly changing laws, regulations, social pressures and opinions, economic conditions, and technological advances.

The agreement emphasizes that prompt settlement is essential if the WTO is to function effectively. It sets out in considerable detail the procedures and the timetable to be followed in resolving disputes. If a case runs its full course to a first ruling, it should not normally take more than about one year — 15 months if the case is appealed. The agreed time limits are flexible, and if the case is considered urgent (e.g. if perishable goods are involved), it is accelerated as much as possible.
system more secure and predictable. The system is based on clearly-defined rules, with timetables for completing a case. First rulings are made by a panel and endorsed (or rejected) by
Body?
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PREV. NEXT
Dispute settlement is the central pillar of the multilateral trading system, and the WTO’s unique contribution to the stability of the global economy. Without a means of settling disputes, the rules-based system would be less effective because the rules could not be enforced. The WTO’s procedure enhances the rule of law, and it makes the trading

商务英语阅读教程Unit 2

Unit 2 Multinational CorporationPart I Pre-reading Questions1.Multinational corporations are business entities that operate in more than one country. One typical function is located in one country, while other facilities are located in other countries. In some circles, this type of corporation refers to a multinational enterprise or a transnational corporation.2. Multinational corporations have many branches at home and abroad, and their strategic objectives are oriented to the international market, aiming at maximizing global profits and controlling foreign companies through holdings.3. Corporate social responsibility refers to the responsibility for consumers, the community and the environment while creating profits for shareholders and the staff. The social responsibility of the enterprise requires taking the profit as the goal, emphasizing the concern of the human value in the production process and the contribution to the environment, consumers and society.Part II Extensive ReadingText A Going Global1.主旨归纳：The function of CSR has become more and more important in the world. Manycompanies begin to focus on the establishment of CSR. We are aware of the significance that CSR takes a part in obtaining certification and establishing the brand of a corporation. CSR will continue to expand across the globe if the market remains to open up.2.结构分析Part I The rich countries like Britain, America and Japan focus on different aspects of CSR. (Paras. 1-2)Part II The lead on CSR shifts from the rich world to the big emerging markets. (Paras. 3-13)A.India wants to improve basic services like schools and health care.B.China begins to redefine CSR to gain acceptability and build the brand.C.NGOs make great efforts to manage their reputation.Part III The conclusion: CSR has influenced the emerging countries, which will continue if markets stay open. (Paras. 14-18)3. 难句解析(1) Such differences in priorities are bound to grow in importance as the BRIC countries — Brazil, Russia, India and China — and other emerging markets gain in economic clout and confidence. (Para. 3)随着金砖四国（巴西、俄罗斯、印度和中国）以及其他新兴市场的经济影响力和自信的不断增强，发展优先性方面的差异一定会变得越来越重要。

商务英语阅读教程Unit 2

Unit 2 Multinational CorporationPart I Pre-reading Questions1.Multinational corporations are business entities that operate in more than one country. One typical function is located in one country, while other facilities are located in other countries. In some circles, this type of corporation refers to a multinational enterprise or a transnational corporation.2. Multinational corporations have many branches at home and abroad, and their strategic objectives are oriented to the international market, aiming at maximizing global profits and controlling foreign companies through holdings.3. Corporate social responsibility refers to the responsibility for consumers, the community and the environment while creating profits for shareholders and the staff. The social responsibility of the enterprise requires taking the profit as the goal, emphasizing the concern of the human value in the production process and the contribution to the environment, consumers and society.Part II Extensive ReadingText A Going Global1.主旨归纳：The function of CSR has become more and more important in the world. Manycompanies begin to focus on the establishment of CSR. We are aware of the significance that CSR takes a part in obtaining certification and establishing the brand of a corporation. CSR will continue to expand across the globe if the market remains to open up.2.结构分析Part I The rich countries like Britain, America and Japan focus on different aspects of CSR. (Paras. 1-2)Part II The lead on CSR shifts from the rich world to the big emerging markets. (Paras. 3-13)A.India wants to improve basic services like schools and health care.B.China begins to redefine CSR to gain acceptability and build the brand.C.NGOs make great efforts to manage their reputation.Part III The conclusion: CSR has influenced the emerging countries, which will continue if markets stay open. (Paras. 14-18)3. 难句解析(1) Such differences in priorities are bound to grow in importance as the BRIC countries — Brazil, Russia, India and China — and other emerging markets gain in economic clout and confidence. (Para. 3)随着金砖四国（巴西、俄罗斯、印度和中国）以及其他新兴市场的经济影响力和自信的不断增强，发展优先性方面的差异一定会变得越来越重要。

商务英语阅读与写作unit2

商务英语阅读与写作unit2Unit 2Writing for Establishing Business RelationsSection1. How to Write Letters for Establishing Business RelationsObjectives:To give a brief introduction to how to find new customers & establish business relationsTo enable Ss to become aware of main content of letters for asking to establishbusiness relations and repliesTo enable Ss to familiarize themselves with the samples given To read and practice using some of the important words and expressions for business writingTo do exercises and practice using some of the business words and expressions给一个简要介绍如何找到新客户和建立业务关系使学生了解字母的主要内容为要求建立业务关系和回复使学生熟悉样本给阅读和练习使用一些重要的单词和词组,商务写作做练习,练习使用一些商业单词和词组I. How to Find New Customers and Establish Business RelationsUsually a firm may approach its new business counterparts(对应或对等的人或物)abroad or obtain necessary information through the following channels: 1.banks; 2. attendance at all kinds of commodity fairs; 3. contact at the exhibitions held at home and abroad; 4. mutual visits by tradegroups and delegations; 5. Chambers of Commerce in foreign countries; 6. trade directories(贸易商业目录，工商行名录); 7. Chinese Commercial Counselor’s Office in foreign countries; 8. Business Houses of the same trade(商行，商号). Of all these channels, communication in writing is the most commonly used means for setting up business relations. But how can you obtain all the necessary information about a new client when you are going to write a letter to establish business relations? Maybe you can seek the help of many sources such as periodicals, advertisements in newspapers, market investigations, self-introduction by merchants themselves, etc.通常一个公司可能接近它的新商业伙伴的国外或获得必要的信息通过以下渠道:1。