商务英语阅读与写作Unit 3
商务英语unit3课文译文及练习答案

第三章市场营销学习目标:1、了解市场营销的定义2、了解市场营销的组合策略3、掌握市场细分和市场定位的方法课文一市场营销概述大约十年以前,如果你问IBM的高层管理人员他们是做什么的,他们可能会回答:“我们销售电脑的硬件和软件。
”由于缺乏市场远见,以产品为中心的IBM 公司没有注重客户的需求。
因此,当客户需求改变的时候,IBM却没有进行相应的调整,公司的业绩也大幅度下滑。
到90年代初期,大企业的市场份额和蓝筹股价急剧下跌。
在这段经济低靡的时期,IBM进行了一场具有重大意义的改革:所有的高层管理人员在与重要客户面谈之后,将客户的问题和要求上报给公司。
其实,在计算机市场,客户不但要从公司购买电脑的硬件和软件,更重要的是他们需要购买到能解决大量信息技术问题的方案。
现在,如果你要IBM的管理人员给他们的业务下个定义,他们会告诉你:“我们为客户的任何问题提供解决方案。
”大公司营销策略的转变取得了巨大的成功。
那么,什么是市场营销呢?市场营销的定义美国市场营销协会将市场营销的定义为:计划和执行观念,商品和服务的构思,定价、促销和分销以便产生满足个人、组织和社会目标的交易的过程。
IBM的营销经理们如果想要取得好的销售成绩,他们必须要明白客户的需要就是他们的目标。
如果不遵循这一原则,他们生产出来的产品将一无是处,也无人问津。
“找到客户的需求并且尽力满足”就是市场营销的主旨,换句话说,就是要“找到一个市场,并为其服务。
”市场营销组合策略一旦确定了客户的需求,营销人员就应该尽力满足这些要求,有四点需要注意,第一,要求生产出合适的产品,这是物质基础。
要使产品能尽量接近客户的要求,企业就要通过改变现有产品类型、改进产品的特点和包装或用另一种方法来描述这个产品等方式生产出“量体裁衣”型的产品。
第二点是关于交付货物的整个体系:生产者必须及时将货物运至消费者可以购买到的地方。
第三点就是消费者可以通过广告被告知这个商品的用途,营销人员应该与客户沟通,并说服他们购买。
商务英语阅读 Unit 3 International Investment and credit

c
d e
f
g
determined by chance, whim, or impulse ,and not by necessity, reason, or principle
act in accordance with someone's rules, commands, or wishes
key
1 2 3 g f b
4 5 6 7
match
e c d a
TEXT A
•
Notes
•
1. NAAEC: The North American Agreement on Environmental Cooperation (NAAEC) is an environmental agreement between the United States of America, Canada and Mexico as a side-treaty of the North American Free Trade Agreement. The agreement consists of a declaration of principles and objectives concerning conservation and the protection of the environment as well as concrete measures to further cooperation on these matters between the three countries. The Commission for Environmental Cooperation (CEC) was set up as part of the agreement. 2. FTA: This is article is on free international trade. For information on special economic zones within countries, see Free trade zone. Free trade area is a type of trade bloc, a designated group of countries that have agreed to eliminate tariffs, quotas and preferences on most (if not all) goods and services traded between them. It can be considered the second stage of economic integration. Countries choose this kind of economic integration form if their economical structures are complementary. If they are competitive, they are more likely to choose customs union
商英写作unit 3requiries and replies

Unfavorable reply
We are not sure about the financial standing of this company and therefore recommend a cautious approach when dealing with them. 该公司资信状况不明,建议与其交易时采取谨慎 态度。 We assure you that all the information about the financial and business standing of the company will be kept in strict confidence and without any responsibility on your part. 我方向你方保证,所有关于该公司资信情况的资 料都将严格保密,并且你们不承担任何责任。
ቤተ መጻሕፍቲ ባይዱ
Dear Sirs, We have received your letter of May 12, 2006, respecting the standing of ABC Engineering Company of New Zealand. We regret to say that we have to make in reply an unfavorable communication to you. The mentioned firm is known to be heavily committed and have overrun their reserves. They are being pressed by several creditors and their position is precarious. Caution is advisable. Please consider this information as given in strict confidence. Yours faithfully,
商务英语阅读 Unit 3

2
Warm-up
I. Read the news on P.30 and discuss the questions. 1. What’s the source of the news? 2. What’s wrong with Starbucks according to the news? 3. What factors are considered in pricing according to Starbucks? 4. What do you think of the price of Starbucks? 5. What would you consider in the buying of one product?
( D ) 10. current price
J. 利润最大化
Comprehensive Reading
Text A
Comprehension I. Answer the following questions according to Text A.
1. What should a company consider in fixing the price of the product? 2. What methods are traditionally used in assessing pricing policies? 3. Is the low price strategy always effective? Why or why not? 4. Which objective of pricing would be the best approach for the medium-size or small business? 5. What factors should be considered in
商务英语写作教程 Unit 3

3.1 Notices
2. 编排方面 编排要整洁清晰,使之一目了然。因此在编排上往往对通知的内容 进行按序号或分点罗列。试比较以下两句话: 无罗列: We will give you advice on loans, insurance and sales of your existing property. 有罗列: We will give you advice on: ➢ loans ➢ insurance ➢ sales of your existing property 另外,自然段或信息段之间要空行,并在整篇通知外加一个方框, 以提高整体性。
3.1 Notices
2.Shevon公司人力资源部发布通知,将于6月19日(本周五)下午3 点在305室召开全体员工大会,要求所有职员参加,如果无法出席, 必须向部门负责人请假。请根据所给信息写一份英文通知。
3.2 Memos
Lead-in
作为非正式的商务文件,备忘录(memorandum,简写为memo)是机构、 公司等组织内部联系工作、交流信息和处理业务时使用的一种简便交流方式, 其主要功能包括确认电话交谈或会面的内容、为主管与员工之间的交流提供 更便捷的渠道等。
商务英语写作 Unit 3

Key to Activity 13 on page 43
• If you have any questions about our product,call us at 01-5692001. • Yours sincerely, • Jack Smith
Homework: P38 Activity 9
Structure of Personnel Introduction Letter
Personnel Introduction Letter: Title Salutation Body: 1.The person concerned,his/her name and job title;the reason for the trip,the time of the trip,and the length of the stay. 2.Request for hospitality,and give thanks in advance. 3.Promise to reciprocate. Complimentary close Signature and job title
• Dear Customer, • We understand that you are interested in cars/automobiles.Our latest/recent effort promises to deliver cars that are environmentally friendly.They are called fuel cellcars.They generate/produce only water and do not harm the environment. • Please look through this packet of information to find out more about the products.
商务英语阅读教程3UNIT3TradeDisputes

贸易争端将迎来2008贸易政策的前景,今年的严峻,虽然齐心协力,被许多商人在方法上的改变可能阻止倒退到贸易保护主义。
在美国,经济恶化的消息再加上即将举行的选举保证慢,如果有的话,在世界范围内减少贸易壁垒,增加对美国公司的市场准入进度。
在世界各地,这些底片是由恐惧不断扩大中国的出口,缺乏在世界贸易组织(WTO )多哈谈判的政治意愿,并不愿意在没有总统的快速的贸易伙伴作出让步到美国的强化跟踪谈判授权(又名贸易促进权)。
会有因经济和政治气候和缺乏在多哈谈判取得突破的紧张局势今年。
将会有关于所采取的行动(而不是取),因为这紧张的结果分歧。
现在的问题是,他们将如何将这些分歧进行管理,以及是否导致贸易纠纷。
默认选项是在纠纷显著增加,随着美国和其贸易伙伴的焦点会导致保护主义和歧视性政策。
大多数人会从长远来看,如果失去这种情况发生。
现在的挑战是分析多边贸易体系将面临和发展战略,以限制所产生的危害,并作为垫脚石恢复进度,当全球经济和政治气候改善的困难。
从历史上看,贸易自由化努力取得成功的只有在一个健康的全球经济气候(在乌拉圭回合谈判在1990年代初建立世界贸易组织)或经济大灾难后(总协定关税与贸易,或关贸总协定,二战结束后)。
在这种时候,政府和企业专注于必要的讨价还价,以实现更大的全球自由化。
给人以这一概念得到- 的减少你的一些贸易壁垒来保护别人的减少更感兴趣的领域,你,确认和采取行动。
那些失去保护不喜欢它,但亲自由化的力量是强大的。
相反,在有问题的经济气候,怕给人占主导地位。
政客听到更多来自选民谴责收入进口(现在全球化)和就业的不利影响比他们从那些寻求给予或接受扩大市场准入做。
在美国,这种转变是明显的在2006年的国会选举。
它每天都变得更加明显,因为经济成长放缓的迹象。
两党努力制定一个一揽子计划是值得欢迎的,但他们是极不可能提高贸易政策的画面。
与此同时,对于有利于贸易的国会多数的前景是零,而且,虽然许多美国总统候选人的保护主义论调是只是说说而已,对于一个贸易型的管理,前景是不确定的,最好的。
商务英语阅读_Unit 3我们之间

If you must call back to say that you can’t make the adjustment the complainant wants, follow these guidelines: Express your regrets over the matter. Give your reasons for not meeting the demands of the complainant (“Company policy” isn’t a reason; give the reason behind the policy.) Offer a substitute product, service, or any other adjustment you can make. Never assume responsibility for the error for your company without first fully checking the facts. Never make light of the problem, inconvenience, or error. Never offer an adjustment begrudgingly. (Note: “All I’m going to allow is a 10-percent discount on this, and that is really more than I think it’s worth”. But: “I’d like to give you a 10-percent discount simply to express our regret over the fact that you were inconvenienced with the product.”)
- 1、下载文档前请自行甄别文档内容的完整性,平台不提供额外的编辑、内容补充、找答案等附加服务。
- 2、"仅部分预览"的文档,不可在线预览部分如存在完整性等问题,可反馈申请退款(可完整预览的文档不适用该条件!)。
- 3、如文档侵犯您的权益,请联系客服反馈,我们会尽快为您处理(人工客服工作时间:9:00-18:30)。
I. How to Make Status Inquiries
There are various ways of getting information on
the other firms’ financial position, credit, reputation
and business methods. Traders may apply to a business friend, banks, chambers of commerce, or
The firm is Santo Domino & Co., distributors of spare parts for cars. Their bank is the Banco di Italino, of 73 Via Milano. We would like to know their general financial reliability. In particular, their trade with us will involve a sum of USD50,000 initially, and perhaps a monthly credit of USD5,000 will be required.
III. Read and Explain Sample Letters
Sample 1: Status Inquiries
Dear Sir, The Maryland Inc.
The subject company is now offering to represent us in the sale of our Sewing Machines, and has referred us to your bank for detailed information about its credit standing, business capacity and character. We shall appreciate it if you will give us your frank opinion on these points regarding the company. Any information you may give us will be treated strictly in confidence. We assure you of our reciprocating your courtesy at any time.
necessary information from a bank through your own
bank.
• 有各种各样的方式来获得信息的其他公司 的财务状况、信用、声誉和业务方法。交 易商可能适用于业务的朋友、银行、商会 、或询价机构。从银行获得的信息或从一 个商会通常是最可靠的。这是最好的交易 员获得必要的信息从一个银行通过你自己 的银行。
Words and Phrases
1.offer propose
e.g. She offered a few ideas to improve the plan.
2.represent
act in place of... as an agent does
e.g. Do you have anybody represent you in the sale of that product in Europe?
enquiry agencies. The information obtained from a
bank or from a chamber of commerce is generally most reliable. It’s often best for traders to get the
Refer to sample
Words and Phrases
4.standing position, status, reputation
e.g. This company’s financial standing is known.
5.credit
trust in one’s integrity in money matters and one’s ability to meet payments when due
e.g. Their credit is good.
Refer to sample
Sample 2: Replies to Status Inquiries
Private & Confidential
Dear Sirs
Upon receipt of your letter of 30th October, we made inquiries respecting the firm you mentioned and have obtained the following information: "Messrs. Willing & Co. made an arrangement with their creditors in December 19... Their liabilities were £ 5,000, with assets £ 4,000. The creditors agreed to a composition of 60p in the pound. A first dividend of 20p was paid after six months and a second dividend of 20p three month later, but nothing further. The business is said to be making no progress at the present time, and we would advise you to exercise extreme caution in your dealings with this firm.” We have also made independent inquiries respecting the firm, and the result was practically a corroboration of our agent’s report. It would, therefore, appear inadvisable to enter into any credit transaction with these people. You are welcome to this information free of charge, and we are pleased to have been of service to you in the matter.
II. The Main Content of Status Inquiries & Replies
1) Indicate clearly the intention of the letter
2) Refer to access of the financial enquiry
3) Express thanks for the help 4) Assure the addressee that everything will be kept in confidence.
e.g. They have made an arrangement with their creditors.
2.liabilities
debts
e.g. Their liabilities are US$1,ooo,ooo.oo. while their assets are less than that sum.
Answer the Following Questions
1. What does the writer say in the opening? 2. What does the writer say in the closing?
Words and Phrases
1.arrangement settlement
Answer the Following Questions
பைடு நூலகம்
1. What does the writer say in the first paragraph? 2. What promises does the writer make about the
information the addressee might give?
Yours respectfully,
• 公司现在提供的主题来代表我们在销售我 们的缝纫机,已将我们银行的详细信息对其 信誉、业务能力和性格。我们将很感激如 果你将给我们坦率地把你的意见对这些问 题对于公司。 • 任何您所提供的信息我们将会严格保密处 理。 • 我们向你保证我们的往复式你在任何时间 的礼貌
3.refer sb to sb else ask sb to go to sb else for information
e.g. I am happy to refer you to the following people who can tell you about my work and character.
Unit 3
Writing for Status Inquiries and Replies
Section1. How to Write Status Inquiries & Replies
Objectives:
To give a brief introduction to how to make status inquiries To enable Ss to become aware of main content of letters for status inquiries & replies To enable Ss to familiarize themselves with the samples given To read and practice using some of the important words and expressions for business writing To do exercises and practice translating status inquiries & replies