商务英语精读 (剑桥商务英语)Module 12
新编剑桥商务英语高级第三版 第Module 12
Module 1212.1 Understanding business culture(page121)John So, Jim, what did you know about doing business in China before you made your first trip there?Jim Very little, actually. These days there’s a lot of literature and advice out there. I had heard about the principle of Guanxi before I went to China, but I hadn’t really realised how important a part of business culture it was.John What is Guanxi, exactly?Jim It refers to relationships or connections with people that are built on trust and have been developed over a long time. These relationships are based on shared experience-people operating in a similar field-and often also on the exchange of gifts or favours.John But if you’re an outsider, that must make life very difficult. You don’t have a shared background as such...Jim That’s right. You don’t have those networks and for that reason you’re going to have to be patient, because it takes time to develop them. That’s why so many foreign businesses look for a Chinese partner who has good contacts already, like an agent or business partner.John And is there any other way to shortcut this process?Jim Not really. Gift-giving is helpful - presenting a small gift at the end of a meeting, for example. Don’t expect immediate returns, though, and don’t give anything big. The Chinese government has clamped down hard on bribery in recent years and won’t tolerate it. What you have to do is build friendships.John And how would you go about that? Any particular tips?Jim There’s no particular secret: just get to know your partners, exchange small talk, invite them out for meals - Chinese people love eating out. They’ll certainly invite you out to a restaurant at some point. The main thing is just to be yourself...with an extra bit of formality and politeness. Don’t do what some people do and try to be Chinese.John And are there any things you shouldn’t talk about - any taboos?Jim Umm... I think the important thing is to show genuine interest in learning aboutChina and its customs, and to be respectful of the country and the government. There are also a few different habits. Sometime during the meal there will be toasts - make sure that you make one to the most senior member of the group there.John Any other tips?Jim well, they appreciate the best - established brands with a quality reputation - having had limited access to western products in the past. Everyday practicalities? Er... People dress soberly for business, they shake hands on ually, though occasionally they’ll just nod at you. They love to exchange business cards, so bring lots of those. And when you receive one make sure you study it carefully - it’s very rude just to put it straight in your pocket.John What about their behaviour? The Chinese have a reputation for being difficult to read.Jim I don’t really find that. Perhaps they use facial expressions or gestures less freely than westerners do. They do seem to take their time agreeing to things. There are two reasons for that: first of all, they generally operate within big hierarchies and the decision may need to come from high up; secondly, they dislike saying ‘no’ directly. If they start to make a series of small objections to something, it generally means they’re trying to say they’re not interested. But above all, as i said before, don’t worry about the time all this takes - you’re going to need that anyway to learn how Chinese companies operate and all the governance and tax laws, the regulations around joint ventures and so on...12.2 Small talk: short responses(page122)Sarah Hi, Joachim, sorry to be a little late.Joachim No problem. Good to see you again. How was your trip?Sarah It was fine. No delays , just the usual traffic from the airport.Joachim And did you find our offices easily?Sarah Yes, thank you. Your directions were very clear.Joachim OK. So, can I get you a coffee before we start?Sarah Yes. I’d love one. White, one sugar, please.Joachim And, how are you fixed for time?Sarah I’ve got a couple of hours now. I hope that’s enough.Joachim Sorry, do you mind if I just take this call?Sarah No, of course not. Go ahead...Joachim Sorry about that - the boss. So, are you expecting it to be a good year? Sarah Well, I hope so. Last year was pretty flat, as you know.Joachim Well, that’s really what I’d like to talk about today - how we can ramp things up a bit. Can I be of any help with the marketing side of things?Sarah That’s kind of you, but we should be able to cope. It’s just a question of programming it in. We’re planning a campaign meeting next week...Joachim ...so I think that’s been a useful start to our discussions. I will programme another meeting for two weeks’ time. But I think you have to go now. Would you like to go for a meal this evening?Sarah I’d love to, but I’m afraid I have to be back in London by six.Joachim No worries. Would you like a lift back to the station?Sarah That would be really nice, but I don’t want to put you out.Joachim It’s no problem. I’m going that way anyway.。
商务英语大一精读第12单元课文
Achieving Personal Greatness(Abridged)Joe LovePeople who are great are those who are in tune with the social values of theirtime.They are able to identify the right time and place for the parameters of success.For greatness to take place it has to carry beyond the year,the decade ,orthe century;it has to be more than just something superficial;it has to be ableto trav el well from one area to another.Greatness does not always produce immediate success.For example ,HermanMelville wrote Moby Dick at the height of his creative achievements,but it did notsell well.Eventually,the culture caught up with him and his writing became asuccess.Henry David Thoreau,who wrote the classic Walden,went unnoticed during hislife,and died in obscurity.Because of this gap between the lack of immediate success and eventual recognition,it is often said that great people are ahead of their time.People whoare great often seem unique,isolated,or even out of touch because they oftenrepresent the beingning of change.As a result,the depth of their contribution andtheir full worth may not be recognized for as long as 500 years.A good example ofthis is Leonardo da Vinci ,because many of his inventions and ideas,such as the airplane,the helicopter,roller bearings,air-conditioning,and the self-drivencar,were not even comprehended until the 20th century technology became available.There are people who achieve greatness just from their very nature and not fromtheir accomplishments.These people do not have to wrirte symphonies,paintpicture,or write books.For this type of person,greatness is solely on theinside,through their thoughts and feelings,not throught their actions.Most people who are great do not make for a dramatic biography.The significanceof their lives is not what happens to them or what they produce.Rather,they leadlives of inner silence.They represent the other side of greatness,greatness thatis there without fame or fortune.We do not think of them as"making it"in socialterms.Yet they have a total commitment to the best of life and the betterment of society.Some of these quiet great people have been religious contemplatives,whoselives provide an affirmative answer to the question philosophers love to ask:"Ifa tree falls in the forest and no one hears it,has it made any sound?"The world has many great people who are not religious per se,and have onlylimited contact with the wider world.For example,your generous and kind nextdoor neighbor who is loved by the whole community may not be rememberred"by history"after he or she is gone,but in terms of real personal greatness,his or her ability to increase the value of love in others is second to none.Because this person is able to pass on these unique human qualities to his or her family and friends,he or she does have a positive influence on the world,however small.What this means is that when you look at great people throughout history,the distinction is not so much between being great and not being great as between greatness manifesting itself in a small arena of life and in a very large one.Greatness is normal,it is natural,it is necessary,and it is certainly beneficial for us all,even though it may have little to do with fame or fortune.While success is dependent on external circumstances and achievements,greatness is an inner contact between the individual and the universe to create and discover deepening qualities of life and how best to express them.Ralph Waldo Emerson wrote,"Accroding to the depth from which you draw your life,such is the depth of your accomplishment,manners,and presence."Great people are those who allow greatness to blossom.It is not so much the kind of activity they are involved in,be it music,gardening,raising children or finding a cure for a disease,as their personalities that have an effect on all of us.It does not really matter whether they are well-known or not;great people can create great effects even on a quiet level.We need greatness in the world more than we need any other single human or natural resource.As we move further into the 21th century,perhaps for the first time in history,we can think about the possibility of an entire society of great individuals.Anyone who is willing to take on the reponsibility for his or her own greatness is giving the world the best possible gift.。
剑桥商务英语unit12thejobmarket
剑桥商务英语unit12thejobmarketUnit 12: The Job MarketLearning Objectives:- Understand the different components of the job market- Learn vocabulary related to job searching and interviews- Practice reading and listening skills in the context of job market discussionsVocabulary:1. Job market: the demand for and supply of jobs in a particular country or region2. Unemployment rate: the percentage of the labor force that is unemployed3. Labor force: the total number of people who are of working age and are either employed or actively seeking employment4. Job seeker: a person who is actively looking for employment5. Job opening: a position that is available for someone to fill6. CV (Curriculum Vitae): a document that summarizes a person's education, work experience, and skills, typically used when applying for academic, scientific, or research positions7. Resume: a document that summarizes a person's education, work experience, and skills, typically used when applying for non-academic positions8. Cover letter: a letter that accompanies a resume or CV and provides additional information about the applicant's qualifications and interest in the position9. Interview: a formal meeting between a job applicant and potential employer to assess the applicant's suitability for the position10. Recruitment agency: a company that specializes in finding and hiring employees on behalf of other companies11. Networking: the process of building and maintaining professional relationships to exchange information and develop opportunities12. Job satisfaction: the level of contentment and fulfillment a person experiences in their jobSample Sentences:1. The job market is highly competitive, with many qualified candidates applying for the same position.2. The unemployment rate has been steadily decreasing, indicating positive growth in the job market.3. Many job seekers are finding it difficult to secure employment due to the tough job market.4. There are currently several job openings at our company, and we are actively recruiting new employees.5. It is important to tailor your CV to highlight your relevant skills and experiences for each job application.6. A well-written cover letter can greatly improve your chances of getting an interview.7. She felt a sense of job satisfaction after receiving positive feedback from her supervisor.8. Networking is crucial in today's job market, as many opportunities are often found through personal connections. Additional Resources:1. Cambridge Business English Dictionary: This dictionary provides a comprehensive list of business-related vocabulary and definitions.2. Monster: This website offers job search tools and advice for job seekers.3. LinkedIn: This professional networking website allows users to connect with colleagues, discover job opportunities, and showcase their skills and experiences.。
新编剑桥商务英语高级 BEC U12-17,24,27 整理
Unit12advertising 广告aimed 旨在awareness 意识channel 渠道loyalty 忠诚maturity 成熟medium 中小型tactics 策略、战略target 目标trial 尝试The basic idea behind the 'marketing concept' - that you make what you can sell rather than sell what you make - does not mean that your product will sell all by itself. Even a good, attractively-priced product that clearly satisfies a need has to be made known to its target customers.市场营销的基本观点是—做你可以卖的，而不是卖你做的—并不意味着您的产品将全部自动售出。
即使是一个很好的、价格诱人的、且显然满足于某一需求的产品，也必须要让它的目标客户知晓。
Sales promotions can also be aimed at distributors, dealers and retailers, to encourage them to stock new items or larger quantities, or to encourage off-season buying, or the stocking of items related to an existing product.促销也可以针对分销商、经销商和零售商，鼓励他们去购买新的商品或更大的数量，或鼓励淡季购买，或商品的存储与现存的产品有关的项目。
1.advertising广告—competitors竞争对手—publicity宣传—salespromotion促销2.advertising agency广告代理—advertising campaign广告活动—mediaplan媒体计划—word-of-mouth advertising 口头广告3.advertising manager广告经理—brand-switcher经常换品牌的人—marketing manager营销经理—sales rep销售代表4.after-sales service售后服务—guarantee保修—optional features选择性功能—points of sale 销售地点5.brand awareness品牌意识—brand loyalty品牌忠诚—brand name品牌名-brand preference品牌偏好petitions竞争—coupons优惠券—free samples免费样品—line-stretching产品线延伸7.credit terms信贷条款—discount折扣—list price价目表—packaging包装8.decline下降—growth成长—introduction引进—product improvement产品改进9.focus group interviews焦点团体访谈—internal research内部研究—mediaplan媒介计划—questionnaire调查问卷10.packaging包装—place地方—product产品—promotion促销Unit13Bookkeeping 簿记Accounting 会计、会计学managerial accounting 管理会计c ost accounting 成本会计tax accounting 税务会计auditing 牢记“creative accounting”违法伪造会计assets 资产liabilities 负债turnover 营业额earnings or income 收入stock (GB) or inventory (US) 存储存货shareholders (GB) or stockholders (US) 股东depreciation (GB) or amortization (US) 折旧creditors (GB) or accounts payable (US) 债权人应付账额debtors (GB) or accounts receivable (US) 债务人应收账额overheads (GB) or overhead (US) 一般管理费用In times of inflation, this understates the value of appreciating assets such as land, but overstates profits as it does not record the replacement cost of plant or stock.在通货膨胀时期，这低估了资产升值的价值，如土地的价值，但高估了利润，因为它没有记录的工厂或股票的替代成本Part of the profit goes to the government in taxation, part is usually distributed to shareholders (stockholders) as a dividend and part is retained by the company.利润的一部分以税收的形式给了政府，一部分是常常被分配给股东作为股息，还有一部分是被公司留存。
新编剑桥商务英语高级第三版 第12.2+12.3
12.2 Social EnglishConversation starters1 Match each statement with a short response.1 Hi, how are you? A Hi there, good to meet to.2 I’m so sorry to be late. B Thank you, so are you.3 Hello, you must be Mr Channing C Yes, they’re a big improvement.4 Phew, it’s freezing today. D Very well, thanks. And you?5 I’m afraid I’m a bit pressed for E Oh, not at all. I’ve been looking6 And this is Colin, my partner. F Busy a s ever, but it’s going well.7 Thank you for finding the time G OK, then we’ll get straight downto see me. to business.8 Hey, I like your new premises. H Don’t worry. It’s not a problem.9 You’re looking well. I Yes, that’s right. Good to meet you.10 So, hoe’s business? J It is, but at least it’s not raining.Small talk: short responses2 Work with a partner. How would you respond to these questions?Write your ideas in column1 ( Response1).Question Response 1 Response 21 How was your trip? ________ __________2 Did you find our offices easily? ________ __________3 Can I get you a coffee before we start? ________ __________4 How are you fixed for time? _________ __________5 Sorry, do you mind if I just take this call? ________ _________6 Are you expecting it to be a good year? ________ _________7 Can I be of any help with the marketingside of things? _________ _________8 Would you like to go for a meal thisevening? _________ _________9 Would you like a lift back to the station? _________ _________3 Listening and note down the responses you hear to each question in column2(Response2)4 Work with your partner. Act out the dialogue again. This time give the opposite response to each question.Social situations5 You represent a supplier of car heaters from your country. You are interested in supplying your heaters to Jaguar Cars in the UK. As a first meeting, they have arranged a tour of their manufacturing plant, Your host is the production manager.·work with your partner.·Act out the situation, following the steps.VISIOR PRODUCTION MANAGER Introduce yourself and apologize Greet your guest.for being late. Offer a coffee before you start.Ask a few questions about the plant Explain the programme for the day.and your host’s job. Check if it’s OKTHE TOURThank your host for the tour. Offer your guest some lunch at aThai restaurant.Explain that you don’t like spicy food. Suggest a pub instead.You are interrupted at lunch by a call Ask your guest some questions abouton your mobile.Apologize. His/her country.You have a train to catch.Thank you Offer your guest a lift to the station.host for the meal.Invite your host to visite your factory Arrange a time to call to discuss thenext month. next steps.Thank your host once again.12.3 Reading Test:Part Five and Part SixPart Five of the Reading Test consists of a business text approximately 250 words long. It is a gapped text, with ten single words missing. The choice of word to will each gap is completely up to you. The missing words tend to be small words such as this, but not,as,rather,ect.Part Six of the Reading Text is a passage(a business letter, short article or piece of publicity)of 150-200 words containing some unnecessary words, Each line of the text your ability to proofread business documents.Give yourself ten minutes to complete each task.For Part Five, follow these steps.·Read the instructions twice and make sure you understand the context of the passage and what you are being asked to do.·Read the passage through quickly(tow minutes)to get the general meaning.·Re-read to the first gap and look at the whole sentence. What words fits grammatically and in meaning.·If the right word doesn’t comet to you quickly and instinctively, move on to the next gap.·Re-read the passage and fill in any gaps you have missed.For Part Six, follow these steps.·Read the instructions twice and make sure you understand the context of the passage and what you are being asked to do.·Read each sentence, not just each line, before trying to identify an unnecessary word. ·Remember not all lines contain a mistake.·At the end read the text back, taking account of your corrections,and make sure it makes sense.Part Five-Choosing the right word1 Look at this sentence. Think of a word that fits the gap.Advances have been made not_____in cleaner fuels, but also in energy efficiency. The answer is only as in the phrase not only...but also.2 Choose a word for these sentences. Explain why you chose this word.1 We need to persuade people to use less energy______than building new power plants.2 There is_____greater awareness these days of environmental issues.3 _________far, the company has sold 20m of the new devices and is hopeful that soon every household will have one.3 Following the approach described on page 124 do Practice Test Part Five. PART FIVEQUESTION 1-10·Read this article about business gifts.·For each question 1-10, write one word to fill each gap.·There is an example at the beginning(0)Permitted business giftsA business courtesy should not be accepted if the donor expects something(0)·······return: he may be attempting to gain an unfair advantage or to influence the employee’s judgment.Employees(1)·········also avoid a pattern of accepting frequent gifts or business courtesies from the same persons or companies. Employees may not accept honoraria and may not accept expense reimbursements in excess of $50 from any not-for-profit organization supported by the Company(other(2) ·········through the Matching Gift Program).Examples of permitted gifts and business courtesies:·A ballpoint pen with a company logo would satisfy the test of being promotional(3)········nature and of nominal value. An inscribed gold wristwatch would be unlikely to be nominal in value and , therefor, would (4)········be acceptable. ·Lunch or dinner invitations to reasonably priced establishments(5)··········be permitted if furnished in connection with bona fide business meetings or conferences but, (6)··········the meal or entertainment is lavish or frequent, it is not acceptable.·Accepting a reasonably priced meal, golf outing or sporting event or entertainment ticket in the local area(7)·······an occasional basis may be reasonable. Regular invitations or accepting a trip out of the local area to attend a golf outing, sporting event or entertainment event is not.The Company(8)··········pays for work-related transportation, loading and expenses directly or on a pro-rata basis for combined work and personal trip consistent with the company’s existing travel and entertainment policy.Accepting(9)·········offer for an expenses paid trip for pleasure with a customer or supplier is(10)·····permitted.Part Six-Identifying redundant words4 Find the unnecessary word in each sentence.1 It is considered as a social mistake to discuss questions of money too openly.2 If we answered to every demand for a more personalized service, we would be lost.3 He was happy with the plan because it gave him no flexibility.4 Public sector workers, normally the lowest paid, they have had big salary rises.5 When the cost of supplier is too high because the manufacturer is forced to raise his prices.6 In recent years employers who have been taking more interest in recruitment.7 However, the company has completely revised its range of products in the 1990s.8 It is important to give employees an advice on how best to perform their role.5 Use these labels to describe the mistakes in exercise 4.A unnecessary relative pronoun E unnecessary articleB inappropriate negative F unnecessary auxiliary verbC repeated subject G double conjunctionD unnecessary adverb H extra preposition6 Following the approach on page 124 do Practice Test Part Six on page 126. PART SIXQUESTION 1-12·Read the text below about cross-culture communication in education.·In most of the lines there is one extra word.It is either grammatically incorrect or does not fit in with the sense of the text.Some lines, however,are correct.·If a line is correct, write correct next to it.·If there is an extra word,write the extra word next to it.·There are two example at the beginning(0and00).Communication in the classroom0 Everything that what happens in a school, and especially in the classroom.00 involves communication, the act of sharing information. Sometimes1 communication involves using oral or written symbols. On the other2 occasions, communication involves various types of non-verbal symbols,including3 body language.Most behaviour problems in schools, and their resolutions, they4 involve some type of a munication permeates education.5 Communication is culture bound. The way an individual communications with6 emanates from his or her culture. Of course, a person may know more than7 one culture or may be have competent in a combination of cultures.8 Nonetheless, one basic truth prevails: when communication is a product of culture.9 Students with different culture norms are at risk if teachers have a little10 knowledge, sensitivity or appreciation of the diversity in communication11 styles. Such teachers may not perceive differences as problems and respond to12 students’diversity with negative attitudes, low expectations and culturally inappropriate teaching and assessment procedures.。
中级剑桥商务英语第十二单元答案
12.1 Business lawListning:A colour problem1(P116)In this case both phone operators are using logos which use the same colour. One operator could argue that customers will therefore confuse the brand and that their competitor is making use of their brand image.2(P116)(1) TV commercials(2) T-shirts(3) orange(4) petrol company(5) green(6) shape(7) business(8) coloursVocabulary:Legal terms3(P116)1 I2 A3 F4 G5 B6 E7 H8 J9 CReading: Colourful cases4(P117)(1) C(the ‘premises’ refers to the petrol station)(2) B(Normal people…aren’t likely to face legal proceedings)(3) A(The operator has followed the easyGroup trademark branding and used orange.)(4) B(Google has said it intends to stop…)(5) A(Orange may be taking easyMobile to court…though easyMobile is part ofa bigger company called easyGroup)(6) C(TOP is an Irish company but BP can only sue its stations in Northern Ireland which come under United Kingdom law.)(7) B(Google had said it intends to stop the use of its name…/A spokeswoman said:We think it’s important to make the distinction between…)Grammar: Indirect questions and tags1(P118)(1) don’t they(2) you can use the same colour(3) there’s anything else(4) you think the outcome will be3(P118)(1) Do you think business will become...(2) I was wondering what you think...(3) ...a good product, is n’t it?(4) ...by plane, won’t they?(5) Do you think employees can work...(6) …what your plans for your future career are?(or)…what your plans are for your future career?(7) …experience do you think would help…(8) …for three years, haven’t you?12.2 Handling questionsListening:Difficult questions1(P120)A The customer might ask:Can I have a refund? Can I exchange this for something else? The shop assistant might ask:When did you buy it?Do you have the receipt? Did you pay by credit card or cash?B The employee might ask:Why wasn’t I paid for that overtime I did? Why is the tax higher this month?C The students might ask:What did I get wrong? Why was my mark so low? The teacher might ask:What went wrong? Did you revise?D The manager might ask:Have you read our policy on sending emails? Why did you send so many?E The journalists might ask:What is the company doing to solve the problem? Will you be giving customers a refund?2(P120)Conversation 1: CConversation 2: EConversation 3: BConversation 4: AConversation 5: D3(P120)(1) E (2) F (3) C (4) B (5) A (6) D4(P121)1,2,3: A,C,E4 F5,6:B,DSpeaking: Responding to questions5(P121)(1) Sorry, I didn’t understand the question.(2) I’m afraid I’m unable to answer that at the moment.(3) That’s a very good question.(4) I just need to check with someone first.(5) I’d like to come back to that point later on if that’s OK.(6) I’m afraid I’m unable to answer that at the moment.Reading:Press releases1(P122)(1) When they have important news, company announcements, or at any time when it’s possible to given an ‘interesting slant’.*(2) When the story explains how your company has helped the local community or has raised money for charity. Also the story might be about success or relate to other hot topics. They won’t use it if it seems like an advert.(3) One advantage is that a press release is free publicity and also that the public tend to take more notice of the company than they would from seeing an advertisement.*You may need to explain the term, ‘intersting slant’. This often refers to newspaper stories which take an ordinary or even potentially uninteresting event but manage to make it interesting in some way.2(P122)Text C isn’t a good press release because it reads like an advertisement. It announces a sale with discounts and there is no suggestion that the company has done anything useful for the community.3(P123)(1) C (2) D (3) A (4) A (5) B (6) C (7) B5(P113)-Introduces the news:I am writing/It is always good to hear-Refers to reader’s knowledge:As many of you are aware/As many local people will know-Announces good news:we are therefore pleased to announce/we are delighted/we are celebrating-Handles had news:Contrary to recent suggestions/we are taking this very seriouslyWriting:A press release12.3 Speaking Test: Part ThreeExam practice1(P124)Express an opinion:I think…/In my opinion…/I feel that…/It’s important that…Compare and contrast information:On the one hand…on the other hand…/Ask the other person for their opinion:What do you think?/How do you feel about…?/Do you agree?Ask for clarification or repetition:Do you mean…?/Sorry, I don’t quite follow you./Can you repeat that?Agree:That’s right./Yes, and…/I agree…/Sure.Disagree:I know what you mean, but…/Yes, but…/Don’t you also think, though, that…2(P124)(1) B(In Part Three you should work together and support your partner so both of you hane plenty of time to speak.)(2) G(3) G(4) B(Listen to what your partner says and respond appropriately.)(5) G(6) B(Only discuss the topic given to you for discussion.(7) G**Note that candidates won’t necessarily fail if they can’t agree or can’t reach a conclusion, but it is preferable.。
《商务英语阅读》第12单元译文
第12单元名牌产品与品牌管理预览越来越多的企业认识到企业最宝贵的资产之一就是与企业的产品和服务相联系的品牌名称。
尽管认识到这一点，但是人们很少重视管理教育中有关品牌的科目，尤其是MBA的课程。
作为营销专家以及品牌资产联合会的主席，Larry Light 观察到问题的严重性，认为“MBA代表的应该是品牌资产的杀手”。
为了强调这个问题，作为一本高级MBA层次的教材，本书强调了个人和组织在市场营销活动中遇到的重要的品牌决策方面的问题。
本书的基本目标是：（1）增强对品牌战略策划、实施以及评估等重要问题的理解。
（2）为做出更好的品牌决策，提供适当的理论、模型和其他工具。
为了提高管理中与品牌有关的决策能力，我们尤其强调对顾客或消费者心理原则的理解。
为了这个目的，在本单元中我们界定了品牌的概念，追溯品牌的历史渊源。
我们从消费者和企业的角度考虑品牌的作用，以及品牌对消费者和企业的重要性。
我们还将讨论可以被冠以品牌的东西、不可以冠以品牌的东西，并且识别一些著名品牌。
品牌是什么？为了让人们从众多的货物中识别制造商的货物，产品被冠以品牌的历史已有数百年之久。
实际上，“品牌”这个词来源于古斯堪的那维亚语，意思就是“打上烙印”。
至今牲畜的主人们仍然把牲畜打上烙印便于识别。
根据美国营销协会的定义，品牌是一个名称、术语、符号、设计或以上的组合，其目的就是便于人们从众多卖者中识别某一卖者的产品和服务，并使其区别于同类产品。
所以，根据这个定义，建立品牌的关键是选择名称、标识、符号、包装设计或者那些利于辨识产品服务的特征。
我们把那些不同的品牌要素，也就是便于识别产品和服务的要素，叫做品牌要素。
品牌要素可以有很多形式。
例如，有不同的品牌命名方式。
在有些情况下，所有产品的品牌名称都以公司的名称命名（如通用和惠普）。
有些生产商为新产品起不同的品牌名称，这些名称与公司的名称毫无关系（如联合利华和宝洁公司）。
零售商也可以根据商店名称或者其他某些因素，创建自己的品牌（纽约Macy’s百货公司拥有自己的品牌，如Christopher Hayes、INC以及Club Room等品牌）。
剑桥商务英语Unit 12 Marketing and Sales
作者： 阮绩智
责任编辑：张琛 出版日期：2011年12月 IDPN: 308-2011-58 课件章数：12
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Learning Objectives
Understand some basic concepts of marketing and sales ; Talk about considerations for entering a market ; Talk about promoting a product; Talk about market research; Talk about advertising; Write sales letters.
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The planning and implementation of a strategy for the sale,
distribution, and servicing of a product or service.
Marketing is the process of making customers aware of
Guarantees
Installation
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9.1.3 Discuss the following questions in pairs or small groups.
1) What is the difference between marketing and sales? 2) What is the difference between domestic marketing and international marketing? 3) What are the main considerations for marketing goods internationally? 4) Can you list the various steps or actions that are involved in the marketing process? 5) Can you give any example of successful marketing and try to analyze the key strategies that have led to such a success?
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Success with BEC (Vantage)
Copyright by Jennifer
新编1剑.2桥商M务a英k语in(中g级c)ontacts 建立人脉关系
Module 1 1.2 Making contacts
Vocabulary Job responsibilities
Prioritize: 把…放在首位 Health is the first priority. 12. speed/ speed up: Speed up the socialist construction 13. make connections: make
contacts/ network Life is all about traveling. /
联合主席 9. tend to do … be likely to do 10. socialize: make social contacts
社交
Language focus in the reading
11. give it low priority: give it low importance
On the one hand, it is beneficial to companies. Maximize staff’s potential. .. On the other hand, to staff, especially to those without experiences, fit into their jobs much better, bring in potential business
毕马威（KPMG， 英国）。 德勤（Deloitte Touche Tohmatsu， 瑞士）。 安永(Ernest & Young， 美国)
Module 1 1.2 Making contacts
The City Girls’ Network 年轻职业女性 网络，简称CGN，是伦敦一家专门为刚走进 职场的年轻女性提供人脉资源的公司。
Networking is the skill of making contacts and can help people progress in their career through knowing the right people. The skill is important in areas such as sales where you need to develop relationships with potential customers.
Module 1 1.2 Making contacts
Reading Life is all about making connections
“国际四大会计师事务所”是指：普华永道(PWC)、 毕马威(KPMG)、德勤(DTT)和安永(EY) 。
普华永道是由原来的普华国际会计公司（Price Waterhouse）和永道国际会计公司（Coopers ＆ Lybrand）于1998年7月1日合并而成的。
1. Tell your partner about your job using the expressions below:
I work for a large international company as a production manager.
I’m responsible for checking all the goods in, the whole production line, and the finished goods.
I usually report to my line manager.
I specialize in dealing with different departments.
I deal with the local authorities. I’m involved in visiting our
choices.
homework
Why is making contacts or networking an important part of many jobs? Is that true for you?
Life is all about making contacts. It means coffee breaks….meet new clients or partners, share ideas with colleagues…
ABN AMRO 荷兰银行。成立于1824年， 总部设在荷兰首都阿姆斯特丹，是当今全球 最大的跨国银行之一。
Language focus in the reading
1. range from… to: vary from … to .. 从…到…变化，
E.g. The price of the product ranges from 2000 RMB to 20,000 RMB.
suppliers. I’m in charge of the production of
my company.
/
Module 1 1.2 Making contacts
3. Why is making contacts, or networking an important part of many jobs? Is that true for you?
Language focus in the reading
5. run a network: set up a network Run a company: organize and
operate a company 6. corporate world: labor force
world 职场 7. bring in: 带来 8. co-chair: co-chairman 联合总裁，
2. coaching events: 专项体验活动，训 练活动
3. get oneself involved in: take part in/ participate in…
4. maximize their potential: put their potential into full play