体验商务英语3PPT第二版Unit1Brands
体验商务英语综合教程中文新编双语对照版
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 last company-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，将所有产品全部外包。
?Burberry has many Asian licensing arrangements. In 2000 it decided to renew Sanyo's Japanese licence for ten 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。
体验商务英语视听说unit3 ppt课件
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Extra activities:
Name Company Urgent Can wait Tel. No.
Message Form
Linda Burne SCI International
By how much points did the Dow Jones index fall? ___5__0_8__p_o__in_t_s____________________________
What percentage was this? ___2__0_%___________________________________
√ 0181 442 5655, ext 39
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Listen to two alternative versions of a similar situation involving two men called Buxton and Roberts. Which one of the four sentences describes the first conversation and which one describes the second conversation?
What do the two pictures show?
2020/12/15
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Find the terms which mean the following:
1. what a company owns: assets 2. the total amount of sales: turnover 3. what a company owes: liabilities
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Unit1P6 AValue 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 ABrand 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 brandbrand name 品牌名字 the name given to a product by the company that makes itproduct 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 productproduct range 产品范围 the set of products made by a companyproduct 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 productsBrand positioning 品牌定位P8Gross 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Unit2P14 B1 not enough leg .....room....... 没有足够的伸腿空间2 lost or delayed ......luggage......... 遗失或延迟行李3 long .......queues...... at check-in 签入时的长队列4 poor quality ........food......... and drink 质量差的食品和饮料5 no baggage ........trolleys...... available 没有可用的行李手推车6 overbooking of ........seats........ 超额预订座位7 flight delays and .......cancellations........ 航班延误和取消8 ....jet.....- lag 时差（飞机时差反应）P15 A1 subway h) underground 地铁2 city centre k)downtown 市中心区3 carry-on baggage i) hand luggage 手提行李4 one way f)single 单程票5 return j) round trip 往返旅行6 freeway a)motorway 高速公路，快车道7 rest room c) public toilet 公共厕所8 elevator b)lift 电梯，升降机9 coach class e) economy class 经济舱10 timetable d) schedule 时刻表11 car park g) parking lot 停车场 BEReading1 mass market 大众市场 niche market 缝隙市场/利基市场2 a steep climb 急剧攀升3 stem from 来自，起源于（因为）4 mass unrest 大规模骚乱5 mid-flight 飞行途中6 be at fault 对某事负责7 cabin ventilation 客舱通风设备8 optimum 最适宜的 9 aviation fuel 航空燃料10 be in the front line 奋战在第一线的人11 stiffer penalty 更严厉的惩罚12 concession 让步P19 skillsExtension 分机Be engaged 太忙而不能接电话，繁忙/电话占线UNIT3P22A reserved parking space 专用车位Flying business class 商务舱Have fixed working hours 有固定的工作时间P23Subsidiary子公司Head office 总公司Call centre 呼叫中心Distribution centre 分配中心Warehouse仓库Branches/outlets分店分销店Bureaucratic 官僚主义的Bureaucracy 官僚主义Centralised 中央集权的Conservative 保守的Decentralised 权力下放Democratic民主的Hierarchical 等级制度的Hierarchic 等级制度Impersonal 没有人情味的Marketing-driven 以市场为导向Progressive 进步的革新的P24Cutting-edge 尖端的前沿的Key ingredients 关键要素Budget report 预算报告Eliminated all perks and status symbol 取消特权和身份符号Rigorous exam 严格的考试Time management时间管理，budgeting，people skill 人际交往Decentralising responsibility and authority 下方责任和权利Autonomy 自主性Accountability 责任感Performance benchmarks 评判的标准Rate=evaluateP25Measuring performance业绩测定Benchmarks 基准merge 兼并Unit4P31Bottom line 底线Reinvent 改造Discount store 折扣商店Speciality retailers 专门零售商Discounter 折扣Floor space 房屋面积，建坪Vendor 小贩Booth 售货棚，临时货摊Seducing 吸引Merchandise 商品；货物；Upgraded 升级Fitting room 试衣间Lounge area 休息区Computer kiosk 公用电脑亭Shopping carts 手推车Wholesalers 批发商Retailers 零售商Kiosk 小卖部P33 ADownsize 缩小Downgrade 降级Decentralise 权力下放Deregulate 解除管制；解除控制；Upgrade 提升Reorganise 重组Retrain 重新教育，再教育；Redevelop 重建，重新开发；Relaunch 重启relocate 迁移；重新安置；Restructure 重建；调整；重组；B1.It is now so expensive to rent offices in the city center that many companies are relocating to the suburbs.2.The company has recently had to downsize its workforce. Reducing the number of employees is the best way to stay profitable in the current economic climate.3.Excellent customer service is vital to keep up with the competition. The company has introduced new working practices and is retraining all part-time staff.4.The seating plan in our office has been reorganized to accommodate new staff.5. Our product hasn’t been selling well recently. The marketing team has decidedto relaunch the product with a more up-to-date image.6. The company has noticed that too many decisions are made at head office. It is decentralizing the decision-making process so that branch managers are more involved at an earlier stage.7. The company has finalized the plans to redevelop the disused car park site. It is going to become a model in three-storey office block.8. The most successful change in Our company was the decision to restructure the company hierarchy. Now there is more opportunity for promotion.P35Open-plan-office 开放式办公室Hot-desking 办公桌轮用制Unit5毛利润Gross margin:diference between the selling price of a product and the cost of producting it经济衰退 recession: a period of time when business activity decreases because the economy is doing badly股份 shares: equal parts into which the capital or ownership of a company is divided欠款debt: money owed by one person or organisation to another person or organisation .股票市场 stock market: a place where company shares are bought and sold .投资 investment: money which people or organisations put into o business to make a profits每股收益 earings per share are a company's profits divided by the number of its shares预测 A forecast is a discription of what is likely to happen in the future . 破产 bankruptcy is when a person or organisation is unable to pay their debts 利息 A dividend is a part of the profits of a company paid to the owner of shares 税前利润 Pre-tax profits are the money a business makes before payment to the goverment收入 Revenues are money which businesses receive selling goods and servicesIn our home markets it has been another excellent year. forecast for Pre-tax profits are up by ￡ 23 million, and the ____forecast_______ _____________ the next quarter is equally good. Profits from abroad are down because of a _____recession_______ recession in Japan. However, our performance overall has been good, and the __earnings per share__ have dividend will be increased to 4.3p increased to 26.4p and the _____dividend______ per share, which will please our shareholders. We plan to issue new ___shares______ in order to finance expansion in Asia. We also plan to increase our __investment__ in plant andequipment before entering the Chinese market. We are particularly pleased with our performance in France and Germany where ___profits_______ have increased. As a result of using a new distributor, our costs fell, giving us a ________ gross margin_______ of 40 percent on our main product line. We will use any extra cash debt to reduce the level of our _debt______. Our performance in Italy should improve significantly following the _______ bankruptcy_____ of our biggest competitor. However, we should not become too satisfied with our share price as economic __revenues__ will continue to conditions remain uncertain and the __revenues_________ reflect this. Share prices will not rise in the short term.Unit8These days many applicants submit their(1)CV/resume speculatively to companies they would like to work for. In other words, they do not apply for an advertised job but hope the employer will be interested enough to keep their CV on file and contact them when they have a vacancy. When replying to an advertisement, candidates often fill in a/an (2)application form and write a/an (3)covering letter. The employer will then invite the best candidates to attend a/an(4)interview. Sometimes candidates will take a/an(5)psychometric test before the interview to assess their mental ability and reasoning skills. These days it is normal for successful candidates to have to work a/an(6)probationary period in a company. This is usually three or six month; after that they are offered a permanent post.Unit9书78页Barriers障碍 open borders开方便接 free port 自由港Developing industries 新兴行业 dumping 倾销 tariffs 关税Strategic industries 战略性行业 restrictions 限制Quotas 定额 laisser-faire 自由放任 liberalise 使自由Customs 海关 deregulation 解除管制 subsidise 补贴Regulations 监管市场 government intervention 政府干预。
体验商务英语3unit1Globalization
1-5
The Globalization of Markets
The globalization of markets refers to the merging of historically distinct and separate national markets into one huge global marketplace.
economies with high barriers to crossborder trade and investment a move toward a more integrated global economic system with lower barriers to trade and investment about $3 trillion in foreign exchange transactions taking place everyday the establishment of international institutions
1-11
Declining Trade and Investment Barriers
Lower trade barriers enable companies to view the world as a single market and establish production activities in optimal locations around the globe
The goal for companies is to lower their overall cost structure or improve the quality or functionality of their product and gain competitive advantage
unit1Brands
unit1BrandsBrand sRecording 1.1Do you buy brands ?Respondent 1 :Yes i do .I am basically pro brands .If you buy a branded pro duct it’s a guarantee that the quality is fairly good and the product is reliabl e .Another reason is you attract a bit of attention if you buy something styli sh ,and branded products are usually stylish and have a good design .Let’s fa ce it ,most people buy brands because they want to impress other people .T hey want to show that they have style and good taste .Respondent 2 :No ,i don’t want to give free advertising to companies .I hate all the advertising hype around brands .And i don’t want other people to thi nk I’m trying to impress them with lots of logos .And i also get fed up seein g the same things wherever you go .If you buy a suit from a famous brand you’ll see five people with the same suit that month .It’s so boring .Another thing -am i buying the genuine product or an illegal copy ?Basically i want value for money .I won’t pay inflated prices for a name ,a fancy logo and pa ckaging .However ,i do buy brands for my kids -especially sports goods and t rainers .It’s always Nike ,Adidas or Reebok .Recording 1.2Interviewer:what are brands and why do we need them ?Sandra Greaves:Well ,brands are all about trust.You know what a brand is abo ut ,what it means ,what it’s going to deliver and you actually trust it to deli ver time and time again .So in a world with endless choice ,a brand can giv e you something to fix on .-it’s a kind of beacon in the darkness .So you kn ow thatCoca-Cola will taste exactly the same wherever you are in the world .You can argue that we don’t need brands ,that we’d all be better off in a w orld where nothing is branded and we all wear blue overalls and buy oats o ut of sacks and have no choice over who we bank with or what TV channels we watch .And I think one thing about brands is they add a lot of color an d enjoyment and fun ,as well as giving you the power to choose things .Recording 1.3Interviewer :What is the secret of a really successful brand?SG:Really successful brands are ones that tap into an emotion and that way t hey can inspire fierce loyalty .So they are much more than just a product or a service,they are an attitude ,and that’s carried through in everything about the brand ,from the communications to the culture of the organization,to ev erything you see about the brand .So,Apple is a good example .It stands for a kind of anti-authoritarianism [?:?θ?r?'te?r??n?sm] .It’s against big corporations, though it is a big corporation itself ,and Apple started out when computers were big and scary and quite off-putting .Apple invented the Mac and you tu rned it on and you got a smiley face,it was really easy to use and that’s so mething that Apple has carried through till today ,where people are in love with the i-pod and the i-mac and the i-book .,Recording 1.4Interviewer:Can you give an example of how you’ve helped a company with i ts branding ?S:Yes our er ...the classic example we have is Orange ,the mobile phone servi ce ,and Orange really changed the way people felt about mobile phones.Whe n everyone else wastalking about technology.Orange talked about lifestyle an d communication .It was originally going to be called Microtel and we worked with the parent company to get them away from all of that and create som ething entirely[?n?ta??li] different.Something that was about optimism[??pt?m?z?m]乐观.The future’s bright ,the future’s orange’is the line that everyone remem ber and it created a new world of communication -people became quite pass ionate about using Orange and it was highly successful financially. Recording 1.5 Marcia :Ok,we all agree we want to increase our revenue by licensing our “L uc Fontaine”pr oduct range .As you know Susan Li ,one of our contacts in H ong kong ,is very interested .Alain ,how do you feel about this?Is she the rig ht person for us ?Alain:Definitely .In my opinion,she’s deal.She’s well known in Asia,she’s got an excellent reputation in the industry.She’s got a modern factory and a large customer base :I’d say she’s just what we are looking for .Marcia:Right.Valerie,what do you think ?Valerie:I agree because she’s very good at marketing .I’ve met her several tim es ,She’ll work twenty-four hours a day to get a sale.Just the sort of person we want .Marcia:Barbara,you are shaking your head .What’s your opinion ?Barbara:I am afraid i can’t agree .I don’t think she’s suitable at all .All her pr oducts sell at the lower end of the market .They are in the cheaper price ra nges ,But Our Luc Fortaine range is exclusive.The male and females perfumes are for people who don’t mind spending a lot of money to look good .They are not a good match for what she’s selling .Marcia:So what do you suggest then ?Barbara:I think we should find someone else .I do have someone in mind .I met Hiroshi Takahashi recently .He makes various skin products and sells the m under well-know European labels .In my opinion,his company has a lot to offer .Why don’t we meet him and see if he’s interested?Recording 1.6Marketing manager:Pietro ,can i have a word with you ?I’ve just been talking to Gina Delassi ,Majestic’s new Purchasing Manager .They are going to cancel their contract with us .They won’t change the ir mind .Sales director:Why ,what’s the problem?That’s fifty percent of our business :w e can’t afford to lose them .What reason did they give for canceling ? Marketing manager:you know that cafe velvet has just launched a new advert ising campaign ?well,Majestic’s Head chef is endorsing it !They are introducing cafe velvet in all their hotels .Cafe velvet is also taking to the supermarkets ,apparentlySD:What can we do ?Are you talking to other hotel chains ?Any ideas on wh o we can get to endorse our product?we need to talk to the supermarkets a bout our new campaign .Marketing manager:Yes,our department has already brainstormed a shortlist of possible celebrity names .And we have drawn up an action plan to target s upermarkets .We aim to put these plans before the board next week . SD:Good to see a sense of urgency .Don’t forget to survey other hotel chains .We can’t rely on one chain in the current situation .。
体验商务英语3 unit1Globalization
1. Converging tastes and preferences of consumers in different nations Q: Impacts on American businesses? 2. Examples of global brands: Coca Cola, Starbucks, Sony, and McDonald’s
1-13
The Role of Technological Change
The lowering of trade barriers made globalization
of markets and production a theoretical possibility, technological change made it a tangible reality Since World War II, there have been major advances in communication, information processing, and transportation1-4来自Introduction
The effects of this trend can be seen in the following Examples in our daily life: in the cars people drive in the food people eat in the jobs where people work in the clothes people wear in many other ways
1-6
The Globalization of Markets
The globalization of markets refers to the
体验商务英语综合教程3(第二版)Unit 1-Reading翻译
欧洲制造除了顶级奢侈品牌，几乎每一个时尚品牌不是已经在亚洲生产，就是已经考虑这么做。
美国的皮革商品制造商蔻驰（Coach）就是一个经典的例子。
它在过去的五年通过仅在低成本市场生产来提升毛利率。
在2002年的3月，它关闭了在Lares,Puerto Rico的最后一间公司所属工厂，并外包所有产品。
巴宝莉（Burberry）持有许多亚洲许可安排。
在2000年它决定更新三洋十年的日本许可证。
这意味着几乎一半的巴宝莉以零售价进行的销售将获得许可继续在亚洲生产。
然而同时日本的消费者偏好集团在欧洲生产的产品。
三洋为应对人们不喜在亚洲工厂生产的巴宝莉产品的虚荣心的需求，在日本的银座开了旗舰店，专卖从欧洲进口的巴宝莉产品。
在《金融时报》的采访中，许多管理者说顶级奢侈品牌将在亚洲越来越多地出现，就像在欧洲一样。
古驰（Gucci）的总裁多米尼克迪索说，无论是真是假，亚洲消费者坚信来自欧洲的奢侈品一定要在那儿生产才是最好的。
控制古驰的巴黎春天百货公司的总裁Serge Weinberg说他不会将古驰的生产转移到海外。
然而行业内一些产家承认，即使对于顶级奢侈品牌，这样的改变都即将到来。
普拉达（Prada）的总裁Patrizio Bertelli说，“意大利制造”的品牌是重要的，但我们真正要提供的是一种风格，而风格是一种文化的展示。
因此他承认优质时尚产品的生产也许不需要在意大利。
欧洲工商管理学院的市场营销教授Amitava Chattopadhyay说，品牌在消费者的脑海中是品牌联想的组合，其中之一是产品原产国。
对于奢侈品来说，品牌的作用是举足轻重的。
破坏它是一种弥天大罪，没有品牌经理会想弄坏出产地和品牌形象的平衡。
体验商务英语3-unit1Globalization
3) understand the factors that a firm needs to consider when investing in foreign countries,
2021/16-4/7
Introduction
5
The effects of this trend can be seen in the following
Examples in our daily life:
in the cars people drive in the food people eat in the jobs where people work in the clothes people wear in many other ways
1. Converging tastes and preferences of consumers in different nations Q: Impacts on American businesses?
2. Examples of global brands: Coca Cola, Starbucks, Sony, and McDonald’s
The goal for companies is to lower their overall cost structure or improve the quality or functionality of their product and gain competitive advantage
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product to use.
√
Listening Why brands matter?
C Listen to the example Sandra gives of how Wolff-Olins helped a company with its branding and aswer these questions.
Unit 1 Brands
Quotation
Truly great brands are more than just labels for products.
Sir Anthony Joseph Francis O'Reilly is an Irish businessman and former international rugby union player. He is known as former CEO and Chairman of the H.J. Heinz Company. Perhaps Ireland's first billionaire, he remains one of Ireland's richest citizens. He is popularly known within Ireland as Tony O'Reilly.
Listening Why brands matter?
B Listen to the second part of the interview and tick the points below which Sandra makes.
1 People are very loyal to successful brands.
√
2 Even successful brands are seen as just a product
or a service. 3 Apple was popular because it wasn’t a big corporation. 4 Apple customers felt that the Mac was an easy
Reading Outsourcing production
A Why do some companies make luxury products abroad rather than at home?
B Read the article and answer these questions.
1 Which brands are mentioned? Which country is each of them from? Coach – USA, Burberry – UK, Gucci – Italy, Prada - Italy 2 Which companies make all of their products in their own country? Gucci: Serge Weinberg of PPR says ‘it will not move Gucci’s production offshore’. (line 52)
Listening Why brands matter?
A Sandra Greaves is a consultant at Wolff-Olins, a leading international brand consultancy based in London. She talks about why we need brands. Listen and complete these extracts. 1 Brands are all about __________________. trust
Vocabulary A Match these word partnerships to their meanings.
Brand management
BRAND
a) the name given to a product
1 loyalty 2 image by the company that makes it b) using an existing name on another type of product c) the ideas and beliefs people have about a brand d) the tendency to always buy a particular brand e) how familiar people are with a brand
Reading Outsourcing production
C Which of the following statements are true?
1 Coach on longer has factory in Puerto Rico. true 2 Coach, like many other companies, is outsourcing its products to reduce costs. true 3 Some Japanese people choose to buy Burberry products made in Europe rather than in Japan. true 4 Sanyo’s store in Tokyo sells Burberry products made only in Asia. false 5 According to Domenico De Sole, the best luxury products are made in Japan. false 6 Gucci is planning to outsource some of its products. false 7 Patrizio Bertelli believes that luxury fashion products should always be made in Europe. false 8 Amitava Chattopadhyay says that companies need to pay careful attention to where they manufacture their products. true
2 You know what a brand is _________, about what it ________, means what it’s going to __________. deliver deliver ______ time again. time _____ and ______ 3 You actually trust it to __________ 4 One thing about brands is they add a lot of __________ and color _______________ as well as giving you the power to enjoyment and ________, fun ____________ things. choose
Starting up B A recent survey named the brands below as the world’s top ten. Which do you think is number one? Rank the others in order.
10 1 5
7
2 9 4 6
Check your answer on page 144. Are you surprised?
3 8
Starting up
C Listen to two speakers talking about brands. What reasons does each person give for liking or disliking brands?
Starting up
A List some of your favorite brands & answer these questions.
1. Are they international or national brands? 2. What image and qualities does each one have? value for money luxurious timeless well-made top of the range durable inexpensive cool reliable stylish fashionable well-designed 3. Why do people buy brands? 4. Why do you think some people dislike brands? 5. How loyal are you to the brands you have chosen?
films or TV programs
i) the introduction of a product to the market
j) the length of time people
continue to buy a product
Vocabulary
Brand management
B Complete these sentences with word partnerships from Exercise A. BRAND 1 The creation of Virgin Cola, Virgin Air, Virgin Rail and Virgin Bride is an example of _______________. brand stretching 2 Consumers who always buy Levi’s when they need a new pair of jeans are showing _______________. brand loyalty 3 Not enough people recognize our logo; we need to spend a lot more on raising _________________. brand awareness PRODUCT 1 David Beckham advertising Vodafone is an example of ______________________. product endorsement 2 A __________________ product lifecycle consists of introduction, growth, maturity and decline. 3 The use of BMW cars and Nokia phones in James bond films are examples of ___________________. product placement