商务英语阅读Unit 4 International Marketing
Reading comprehension
Read the passage quickly then answer the following two questions. 1. What do you think is the biggest challenge for firms touting tablets?
stern chase (在前船后面的)尾追；追击
Apple Inc. (NASDAQ: AAPL; previously Apple Computer,
Inc.) is an American multinational corporation that designs and markets consumer electronics, computer software, and personal computers. The company's best-known hardware products include the Macintosh line of computers, the iPod, the iPhone and the iPad. Apple software includes the Mac OS X operating system; the iTunes media browser; the iLife suite of multimedia and creativity software; the iWork suite of productivity software; Aperture, a professional photography package; Final Cut Studio, a suite of professional audio and film-industry software products; Logic Studio, a suite of music production tools; and iOS, a mobile operating system. As of August 2010, the company operates 301 retail stores in ten countries, and an online store where hardware and software products are sold.
15. salivate: [ 'sæ liveit ] vt. 使流涎；使过量分泌唾液 vi. 分泌唾液；流口 水分泌唾液 salivate salivation
16. Wi-Fi: abbr. 无线保真技术（wireless fidelity）；无线上网技术
17. churn out: 艰苦地做出；大量炮制, He has been churning out detective stories for more than ten years. 十
2. RIM’s new baby is unlikely to it suffers from at least two handicaps .What are they?
Words and expressions
1. fell over one another:争先恐后，竞争，争夺 2. fledgling:[ ‘fledʒliŋ ] n. 无经验的人；刚会飞的幼鸟 fledgling firm 名词新公司/无经验的公司
For reasons as various as its philosophy of comprehensive aesthetic design to its distinctive advertising campaigns, Apple has established a unique reputation in the consumer electronics industry. This includes a customer base that is devoted to the company and its brand, particularly in the United States. Fortune magazine named Apple the most admired company in the United States in 2008, and in the world in 2008, 2009, and 2010. The company has also received widespread criticism for its contractors' labor, environmental, and business practices.
capitalize on 利用
Advertisements, TV shows, movies, and books all capitalize on the image. 广告、电视节目、电影和书籍都在为这个形象投资。
Everyone should capitalize on his opportunity. 每个人都应当利用 机会。
6. trigger: [ ‘triɡə ] vt. 引发，引起；触发 vi. 松开扳柄 n. 扳机；触 发器；制滑机
trigger off 引起；激起 There are some food that trigger off a headache or migraine
attack and some that don't. 有些食物会引起头痛或偏头痛，有些食品则不会引起。
12. warrior: [ 'wɔriə, 'wɔ:- ] n. 战士，勇士；鼓吹战争的人 13. jamboree: [ ,dʒæmbə'ri: ] n. 少年团体大会；欢乐的聚会 14. out-of-the-box: 创造性地；立即可用的；内存不足 out of the blue 突然地；意外地 out of the money 赌输 ;未到价
Established on April 1, 1976 in Cupertino, California, and
incorporated January 3, 1977, the company was previously named Apple Computer, Inc., for its first 30 years, but removed the word "Computer" on January 9, 2007,[8] to reflect the company's ongoing expansion into the consumer electronics market in addition to its traditional focus on personal computers. As of September 25, 2010, Apple had 46,600 full time employees and 2,800 temporary full time employees worldwide and had worldwide annual sales of $65.23 billion.
商务英语阅读Unit 4 International Marketing
CONTENTS
Welcome to the unit Text A Text B
Supplementary Reading
Welcome to the unit
Questions for you. 1. Is marketing equivalent to selling? 2. What is the aim of marketing? 3. What kind of methods can you use to keep
7. frenzy: [ ‘frenzi ] n. 狂暴；狂怒；暴怒.vt. 使发狂； 使狂怒
frenzied [ 'frenzi:d ] adj. 疯狂的；狂乱的；激怒的 v. 使狂乱（frenzy的过去式）
Zeal without knowledge is frenzy. 没有知识的热情是狂热。 8. bewildering: [ bi‘wildəriŋ ] adj. 使人困惑的；令人
fledging [ 'fledʒiŋ ] n. 羽毛初长的雏鸟；刚会飞的幼鸟； 无经验的人 v. 变得羽毛丰满（fledge的ing形式）
3. tablet: [ ‘tæblit ] n. 碑；药片；写字板；小块 Tablet PC 平板计算机 data tablet 数据输入板
plotting tablet,标图板
多年来，他一直在大量粗制滥造侦探小说。 And myriad companies churn out the fake Gillettes and Rolexes sold
on street corners. 还有无数厂家大量仿制吉列剃须刀和劳力士手表，并在街头贩卖。 18. app: [ æ p ] abbr. 应用（Application）；穿甲试验（Armor Piercing
cut to the chase 提到关键问题，转入(或切入)正题
give chase to 追赶；追逐；追击
go (and) chase oneself [美国俚语] 别捣乱，走开， 滚开
in chase of 追求；追赶；追击
lead someone a (fine,hard,merry,lively) chase 诱使 某人尽力追赶(或徒劳追逐)
产生混乱的 v. 使迷惑（bewilder的ing形式）
I have just cleared up a bewildering welter of data saved in my computer. 我刚整理了保存在我电脑里的 很难处理的杂乱无章的数据。
商务英语综合教程第四册Unit 4 International Risks
entrant n. 进入者；新会员；参加竞赛者；新工作者 例：That's because only a few system calls can be safely called inside
2. Porter defines them as: threat of new entrants in the industry, threat of substitute goods and services, intensity of competition within the industry, bargaining power of suppliers, and bargaining power of consumers.
Exercise: I. Answer the following questions according to the text:
1. What is the main topic of the passage?
The topic of the passage is Risks in International Business.
2. What do you know about the international risks?
Just as there are reasons to get into global markets, and benefits from global markets, there are also risks involved in locating companies in certain countries. Each country may have its potentials; it also has its woes that are associated with doing business with major companies. Some of the rogue countries may have all the natural minerals but the risks involved in doing business in those countries exceed the benefits.
商务英语unit 4
Unit 41. 中东和平谈判正在进行当中。
武汉地铁正在建设当中。
2．客户对我们的服务感到非常满意。
3．对价格敏感的顾客喜欢去买一些减价品，而有品牌意识的顾客则重视产品的声誉。
4行业分析师说，食品零售业市场已达到饱和，企业必须开拓海外市场。
5．中国旅游业有很好的增长前景。
6．由于其较低的利率，这家银行吸收了巨大的顾客存款。
7．对中国地产业的长期盈利性还应打个问号。
8．厂商如果已牺牲产品质量为代价来增加利润的话，就会损害自己的品牌并造成很坏的公众影响。
A technological revolution is under wayA formal negotiation is under way.The subway is under construction.Your proposal is under considerationSelect goods / a select school/ a select group (number) ofBe happy with /aboutTake advantage of cut-price offersBe certain/sure/set to doRetail food market is saturated.Even when the market reaches saturation, the production process doesn’t stop.Prospect of growth / a bright prospect / a dim/ bleak prospectLarge supermarket chains/ chain storeTake over / hand overTake over 20 billion yuan of customer depositsI took over as the editor of the magazineInterest rates on savingsROI = return on investmentThere is a question market over long-term profitability. / feasibilityWiden margins and boost profitsThe effect is marginalMake marginal adjustmentThe new technology will boost the food production.This policy will be a great boost to economy.Boost the morale / confidence of the playersThis film/book has been boosted in Time recently.Create good/bad publicity / hurt the brand / build up a corporate imageDon’t share their fearsOwn-label car / real estate agent /He has no incentive /drive to improve his performance.Offer bonus points with every purchaseThese points add up to free air milesIt really pays to stay loyal to the brand.It pays to keep on the right side of your boss.Competitive edgeDirect / phone sellingThis price is really value for moneyOverheads / running costTurnover / personnel turnover / turnover rate of inventory1. which word is the odd one out?1) trademark brand copyright patent2) innovate stretch diversify extend3) target promote market advertise4) incentive benefit selling-point specification5) customer retailer end-user consumer6) bona fide authentic genuine counterfeit7) discontinue phase out launch recall8) global domestic worldwide international9) shelf-life life expectancy life insurance life cycle10) design name image reputation2. match the nouns then use them to complete the sentences below.Shelf brandLoyalty lifeThird marketOwn partyWindow awarenessMarket schemeRetail advantageCompetitive leaderBlack displayBrand outlet1) We produce fresh pasta so our products only have a short ________.2) We don’t make anything ourselves. We contract out to ______ manufacturers.3) The new ________ encourages customers to buy more of our goods.4) Every year billions of dollars worth of illegal software is sold on the _______.5) The new features will give us a _________ over our nearest rivals.6) Supermarkets sell their __________ products more cheaply than other brands.7) The TV advertisements really helped increase ________ and raise our profile.8) With 62% market share, they are clearly the __________ in this sector.9) With such a boring _________ , it’s no wonder people don’t go into the shop.10) We’re reducin g costs and cutting the number of _______ we sell through.e the following words to complete the email below.Feedback brand loyalty pricing policy premiumLoss-leader household name brand awarenessSamHere’s a quick summary of the market 1_______ on the S220. As expected, a lot of the sales are through existing customers, with 65% of them having upgraded to the S220, so 2_______ seems high. But only 15% of non-current customers had heard of the S220 series so we need to build up 3_________ . I mean 15% doesn’t exactly make the S220 a 4_________ , does it?I think we need to review our 5__________ and think about special promotional discounts and other targeted offers to help grow market share. I know the S220 cost a lot to de velop and I don’t want to turn it into a 7________ but I really think we’re charging too much of a price 8________ to establish a wide enough customer base.Let me know what you think.JulesA niche market /distributor / distribution channelMarketing and Sales●How are you going to promote construct x?●Well, first of all we’ll include it in the new catalogue.●OK. What about advertising?●We’re going to run a campaign in the press, but only in specialist publications. This is a nicheproduct.●Right. Are you going to do a mailing?●Yes, just a flier to our regular customers.●Will you offer them any kind of giveaway?●No, but there will be a discount on orders in the first thirty days●Sounds good.●Well, we’ll see.●Do you think we should focus mainly on the domestic market or go for overseas sales right at thebeginning?●I think domestic to start with. That way we don’t have to worry about distribution problems untillater.●I think I agree. What about pricing?●Well, this is a unique product, there’s no real competition, so it’s going to be fairly high-priced. Don’tyou think so?●Well, that sounds fair. Any thoughts about the package?●Standard ---- a hard case containing the discs and the manual. Technical drawings on the outside togive a precise, professional image.●Are you going to have any point-of-sale displays in computer shops?●Just a poster, using the same image as the packaging.●Well, it all sounds very good.●You’ll find all the details in the report.Point-of-saleSelling pointArouse public awareness of resources conservationReview 11. This ________ here shows exactly how our payment processing works.a) graph b) flow chart c) pie chart2. we had to get a bank _______ to finance the new machinery.a) credit b) finance c) loan3. the market was flooded with cheap _______ products from abroad.a) genuine b) bona fide c) counterfeit4. all our products come with a standard one-year _________.a) warranty b) shelf life c) contract5. the head of department will have to _________ the payment.a) authorise b) summarise c) analyse6. I’m afraid delivery will be late because we have a ________ of ordersa) back date b) batch c) backlog7. we don’t make any profit on it. We’re using it as a ________ to get market share.a) trademark b) loss-leader c) concession8. we’re paying ________ of about 6 % on our finance.a) tax b) penalties c) interest9. we’re moving our headquarters to a new ________ next month.a) leasehold b) location c) construction10. everyone agreed and it was a _________ decision.a) unanimous b) summary c) representative11. I hope the terms of the agreement are to your _________.a) satisfaction b) entertainment c) convenience12. tell the ______ we need to assess the damage before we can pay anything.a) end user b) broker c) claimant13. they’re going to streamline the management _______ to reduce costs.a) administration b) orientation c) structure14. I think the brand’s strong enough to ______ into financial services.a) diversify b) globalise c) innovate15. we’re going to start _______ our com puter systems in autumn.a) renovating b) upgrading c) constructing16. the new product features should give us a competitive ________.a) expectancy b) premium c) advantage17. we improved our ______ channels to get products into shops more quickly.a) distribution b) consignment c) transaction18. we’ll have to be very careful how we ________ suc a small budget.a) supervise b) allocate c) finance19. the company went bankrupt and called in the _____.a) auditors b) accountants c) receivers20. the major TV campaign should help to increase brand _________.a) feedback b) reputation c) awareness21. the contractor put in a _________ for the construction project.a) grant b) statement c) tender22. we put our savings into a high-interest ________ account.a) deposit b) deficit c) debit23. we work very hard at ________ good relationships with our customers.a) launching b) establishing c) negotiating24. we’re hoping to pay off the _______ credit by the end of the year.a) pending b) outstanding c) overdrawn25. supermarkets can maximize profits by selling _________ goods.a) third-party b) black market c) own-brand26. The motorways and new airport have improved the __________.a) capacity b) commuting c) infrastructure27. With a modest budget we had to go for the most ____________ plana) cost-effective b) sophisticated c) state-of-the-art28. They’ve got a good _________ of designing innovative products.a) analysis b) track record c) assessment29. We’re introducing a loyalty _________ with a points card system.a) scheme b) objective c) factor30. With all these new orders, we’re struggling to _________ demand.a) produce b) cater c) satisfy31. The trainee made a lot of mistakes due to a lack of adequate _________.a) brainstorming b) supervision c) control32. We produce locally to avoid the high import ___________.a) tariff b) bonus c) price33. We use a ________ firm to distribute our heavy machinery all over the UK.a) haulage b) courier c) public transport34. With _________ below 2 percent, prices haven’t increased for two years nowa) income tax b) depreciation c) inflation35. They _____ the product due to falling sales after 8 years on the market.a) recalled b) prevented c) discontinued36. You have to fill in two forms to claim back your travel _________.a) overheads b) expenses c) investments37. It all depend s on your _________ of view, doesn’t it?a) point b) type c) angle38. They took out a __________ tot stop other companies copying the design.a) warranty b) patent c) deed39. The__________ investment in the new factory caused financial problems.a) sensible b) suitable c) substantial40. Many _____ dotcom companies go bankrupt within 18 months.a) established b) start-up c) preliminary41. I have to report to my _________ every two weeks.a) chief executive b) company secretary c) line manager42. All 230 ________ stayed in the same hotel where the conference was held.a) members b) delegates c) guests43. My ________ takes care of all my correspondence and my diary.a) partner b) apprentice c) assistant44. Many UK supermarkets have _________ their brands into banking services.a) pushed b) diverted c) stretched45. The brand enjoys very high awareness ---- it’s pretty much a _______ name.a) household b) common c) universal46. Make sure the goods are all in order before you sign the _______ notea) advice b) cover c) delivery47. We have to submit our tax ________ to the tax office by 8 February.a) remittance b) return c) application48. I f sales don’t pick up, we’ll have to review our pricing ______.a) policy b) prediction c) value49. We need to freshen up the window displays at our retail _________.a) offices b) outlets c) facilities。
教学课件 商务英语阅读(第二版)王艳
Phrase Translation
Give the English equivalents to the following Chinese terms.
• 经济双赢 _____________ • 收入不平等 ___________ • 解雇工人 _____________ • 双边协议 _____________ • 市场准入 _____________
Phrase Translation
Give the English equivalents to the following Chinese terms.
• 关税壁垒 _____________ • 劳动生产率 _____________ • 生产要素 _____________ • 回归分析 _____________ • 世界经济复苏 _____________
Phrase Translation
Give the Chinese equivalents to the following English terms.
• full employment _____________ • in-depth analysis _____________ • free-trade agreement ___________ • product differentiation________ • determinative factor ____________
Sentence Translation
这一监控体系最终将取代美国政府对古巴雪 茄进口的上限。
墨西哥和美国之间的争执不会有任何作用， 并可能导致北美自由贸易协定中关税解除的 中断。
在召开部长级会议之前，将举行一次经济合 作商业论坛，重点探讨如何减小全球经济失 衡的纠正对中国的冲击。
商务英语阅读 Chapter 4.International Business Cooperation ppt
Part of the reason is regulatory hangover from the post-war period. The Japanese firms have been so busy with the domestic crisis that they have forgotten to remain connected with the rest of the world.
There are several options for Japanese firms: to achieve global scale through domestic and foreign acquisitions, to move into high-value specialist products, to adopt a regional strategy focusing on Asian market, to form a global alliance with a foreign firm.
The links between policies are even significant in terms
of the world’s financial and capital markets, as witnessed everyday when the reverberations on any one stock market are felt across the globe. At the
Chapter 4 International Business
商务英语阅读教程4Unit4textBppt课件
to WTO agreements, which are Ratify
signed by representatives of 批准
member governments and
ratified by their parliaments. Most of the issues that the WTO focuses on derive from previous
《知识产权协定》宗旨：减少对 国际贸易的扭曲与阻碍；促进对 知识产权在国际范围内更充分、 有效的保护；确保知识产权的实 施及程序不对合法贸易构成壁垒。
Translation 1
Extending the coverage of trade regulation to the national level, we will examine the relationship between national trade regulation and the world trading system, particularly export and import regulation.
elimination of preferences, on a
Substantial
reciprocal and mutually advantageous 实质的
basis." It was negotiated during
the United Nations Conference on Trade and Employment and was the
Agreement 马拉喀什协议
nations on 15 April 1994,
replacinTariffs and
Trade .
商务英语阅读 王艳 Chapter 4
2. Why does Japan need to embrace globalization? 3. How can Japanese firms go global?
Paragraph 1-8
1. Why is Japan such an outlier? 2. Why does Japan need to embrace globalization?
ቤተ መጻሕፍቲ ባይዱ
企业重组
外包 核心竞争力 放宽管制 私募股权投资
10. Specialization To restrict someone’s economic activities to some certain fields 专门化
Economic globalization
1. The term “economic globalization” is now being used with increasing frequency in newspapers, magazines, seminars and international conferences. 2. The basic feature is free flow of commodity, capital, technology, service, and information in the global context for optimized allocation.
3.Economic globalization is giving new impetus and providing opportunities to world economic development and meanwhile making the various economies more and more interdependent and interactive.
商务英语阅读教程 Unit 4
Marketing is the ongoing process of 【moving people closer to making a decision （to purchase,
use, follow or conform to someone else’s products, services or values） 】.
翻译
营销一词的含义是什么？市场营销是一个不断 推进的过程，该过程的目的是促使人们心动到 做出各种决定诸如购买他人的各种产品、享用 他人提供的各种服务、以及遵循他人的各种价 值取向。营销人员运用市场营销推广组合的变 量来制定营销推广计划。
4-2
Comprehensive Reading
主语
修饰 process
C. Sometimes (50%) D. Never(0%)
In what ways are you easily persuaded into buying something? By______.
A. TV commercial B. Newspaper Advertisement C. Quality D. package E. Brochures F. Leaflets G. Price H. After-sales service
n. 产品 n. 制造业者，厂商 市场调查
媒体计划
产品推广
n. 品牌 n. 市场营销 媒体计划
n. 形象塑造 实体环境
n. 人员 n. 放置 目标市场
公共关系
distribution channel generic advertising at no cost marketing effort process drawback product pricing marketing mix charge junk mail sales strategy at regular price
商务英语阅读 Unit 4
Practical Reading
Distribution Channel
2
Warm-up
I. Read the news on P.42 and discuss the questions. 1. What is the source of the news? 2. What are the top two distribution channels for bedding? 3. What are the changes of bedding’s distribution channels in market share? 4. What is Furniture Today’s 2013 Bedding Distribution Report about? 5. What do you think about the distribution channels for bedding?
5
II. Match the English phrases to the Chinese equivalents.
( H )1. specialist retailer ( C )2. merchant wholesaler ( I )3. exclusive agent ( E )4. distribution channel A. 百货商店 B. 实体分配 C. 独立批发商 D. 网上商店
J
F H A G I B E C
C. an arrangement to rent something for a period of time, or the act of doing this
D. a particular type or design E. traditional or conforming to established practice or accepted standards
商务英语阅读考试题及答案
商务英语阅读考试题及答案一、阅读理解（共40分，每题10分）阅读下列商务英语短文，然后根据短文内容回答后面的问题。
短文一：In the rapidly evolving business world, effective communication is crucial for success. Companies are increasingly relying on cross-cultural communication to expand their global reach. The ability to understand and adapt to different cultural nuances is a key skill for international business professionals.1. What is the main idea of the passage?2. Why is effective communication important in the business world?3. What does the passage suggest about the role of cross-cultural communication in business?短文二：The rise of e-commerce has transformed the way businesses operate. Online platforms have made it possible for small businesses to compete with larger companies by reaching a wider customer base. Social media marketing and search engine optimization are two strategies that have become essentialfor businesses to increase their online visibility.1. What is the main topic discussed in this passage?2. How has e-commerce changed the business landscape?3. What are two strategies mentioned in the passage that are important for businesses to increase their online visibility?短文三：Sustainability is becoming a significant factor in business decisions. Companies are recognizing the importance of reducing their environmental footprint and adoptingsustainable practices. This includes the use of renewable energy, waste reduction, and responsible sourcing of materials. Consumers are also becoming more aware and are demanding products that align with their values.1. What is the main focus of the passage?2. Why are companies adopting sustainable practices?3. What are some of the sustainable practices mentioned inthe passage?二、词汇理解（共20分，每题5分）根据短文内容，选择最合适的词汇填空。
商务英语阅读_Unit 4国际贸易基础
Exclusive Sales Agreement The exporter may sign
an exclusive sales agreement with an importer abroad. He may also set up his own branch office and employ his own sales organization abroad. He may act through a subsidiary company which is established under the laws of the foreign country in question. Or, he may combine with other traders in a joint selling organization (or joint venture), a consortium or an export group. Agency Arrangements The exporter enters into direct relations with the customers abroad, by means of a contract procured and conducted on behalf of the exporter by a representative who resides abroad and is not his employee. The remuneration of the representative or independent agent is usually based upon a commission on the purchase price of the exports.