流利说商务英语 Level 6 Unit 1 Part 2(四)E-commerce Trends
英语流利说level6unit1原文
英语流利说level6 unit 1原文L6 Unit 1-1 ListeningHarry Beecham works for a hi-tech German company based in the Munich.Last month, he was in an automobile accident.He was on his way to attend an important meeting in New York City.He had just arrived on a flight from London and was taking a taxi into the city.The weather was terrible and the road was icy.He was in a hurry so he asked the taxi driver to get him into the city as soon as possible.The taxi driver agreed and sped up but just as they left the airport, the car was out of control.It spun around and skidded into(滑入) the path of an oncoming truck.Fortunately, the truck was going too fast, so nobody was killed. But the taxi was severely damaged and both passengers were injured. The taxi driver survived with only a few injured because he was wearing a seatbelt.The car accident wouldn’t have been happened had the weather been better.Had he put on his seatbelt, he might not have been injured so badly.Had the weather been better, the accident wouldn’t h ave been happened.The taxi airbag had also been deployed(使展开), absorbing much of the impact.However, Harry, who was in the back seat, having put on his seatbelt. As a result, he was severely injured, and had to be rushed to the hospital.Now, a month la ter, Harry still can’t remember much of what happened. When he first woke up in the hospital, it was several hours after the accident and he wasn’t sure where he was. The bad news was that he couldn’t move his legs. This was because his back had been broken in the accident. The doctor later told him that he might never regain the use of his legs. Some of his nerves in his spine(脊柱) and legs had been damaged but everything else was OK. Now, Harry is trying to figure out what to do. If he works hard and exercises every day, there will still a chance that he legs will recover on their own. There are also some new treatments that might help his nerve regenerate. Still, he should be prepared for the long recovery and possibility that he might never walk again. Wi thout the use of his legs, he wouldn’t be able tocontinue working in the same way. it wouldn’t be possible to travel, so he would have to find another way to attend the meeting. Either that or he would have to look for another way to make a living. Harry has a good disability insurance, so money won’t be problem for a while. But sooner or later, he wants to be able to earns a living again. Of course he isn’t planning to give up on his legs. If he works hard, he might still be able to regain the use and learn to walk again. Some of his nerves had been damaged but there was a chance that they were healed. The new drugs being developed might make it possible for the nerves to grow back. Still, he has to face the possibility that nothing will work. Whatever happens, Harry is determined to think positively. Even he can’t walk, he can still attend the meeting all over the world. With technology, he could be anywhere and there is much that he can still do. Luckily, he still has to use his arms and hands and his brain is still functioning. With the right attitude, he can find a way forward. There is no reason to despair in or feeling sorry for oneself. That kind of think won’t solve anything. He just hopes that his company or another will get him a chance to prove himself. He could still be a valuable asset for them, come or make.Spun around使…旋转( spin的过去式和过去分词)L6 Unit 1-1 Dialogue 衣着和礼仪Hey, what do you think? do you like it?No, it’s too short. We can’t wear that to the office. If you do, nobody will be able to concentrate.What about this one?That’s the right length but I hate the color. I hate pink.OK, I’ll see if they have it in another color but it isn’t cheap.It’s OK if you don’t buy anything for a while.Sure, this will last for a while.Well, I’m glad yo u like your dress. It looks great on you.You should get some new clothes too. You never buy anything for yourself.I have an expensive girlfriend now so I can’t afford it. but besides, I don’t have the time to go shopping.What are you doing? Are you staring at that woman?What? No, of course not.Yes, you were. You were staring at her. How do you think it makes me feel?I was looking in that direction.No, you were staring at her for several seconds.I’m sorry but I could help it.I’ve told you many times to stop that. And you’re going to stare, you shouldn’t do it like that, so obvious and rude.OK, what’s the best way to stare?Don’t stare for 4 or 5 seconds. Just take quick look, 2 seconds long. Then it isn’t so obvious.Sorry, my eye just went that. I’m program like that.That’s no excuse.and don’t ever tell me you don’t like pink again. She’s wearing pink. Why is it that pink is so bad on me when you can’t help staring at someone else who is wearing pink?I didn’t notice that she is wearing pink.Ah, so the clothes don’t matter. She’s more attractive than I am. Why don’t you go sit with her?Hey, come on. Let’s not get into a fire.I thought you were get better. But you never change. You just have in ruin in the evening.Hey, come on. I’m sorry.No, do n’t say anything, I don’t want to hear it.L6 Unit 1-1 reading狼来了和野外生存Once upon a time there was a mischievous(淘气的) young boy who was given the task of tending a herd of sheep on a hillside near a village. The boy grew tired(厌倦) and bored while watching the sheep, so he found ways to amuse himself, such as climbing trees or chasing sheep. One day he came up with what he thought was a brilliant idea. He climbed to the top of a tree and shouted toward the village: “wolf! Wolf! Help me please!”When the villagers heard his cries for help, they rushed up the hill to rescue him and chase the wolf away. Of course, when they got there, there was no wolf to be seen, and the boy, who was still in the tree, was laughing. The sheep were grazing(吃草) peacefully. Annoyed. The villagers returned to the village and back to their normal activities.A few days later, the boy grew bored again and played the same trick on the villagers. This time the villagers were furious at the boy. That night he was punished by his mother for his bad behavior.For a while after that, life went on as normal and the boy behaved. He didn’t want to be punished again. Then, one afternoon while he was tending the sheep, he noticed that the sheep were bleating(小羊的叫声) and nervous. He didn’t know wh at was causing their strange behavior, so he climbed a tree to see if he could determine what was going on. What he saw from the tree was a frightening sight, a big, hairy wolf chasing after the sheep. Terrified, he screamed for help: “wolf, wolf! There’s a wolf chasing the sheep!”This time, when the villagers heard his cries for help, they were convinced that it was another one of his pranks(恶作剧). Nobody believed that there was really a wolf, so they ignored his frantic(发狂的、发疯的) calls for help. The wolf, having nothing to fear, feasted on （尽情享受）several of the sheep and then slipped back into the forest.What would you do if you ever found yourself lost in the wild? To find out, you can join a weekend survival course in Australia’s Outback Desert(内陆沙漠). This vast area is famous for its harsh(残酷的、严厉的) desert climate.To survive, your first task will be to find water, a rare commodity in the desert. Animals such as ants and seed-eating birds are strong indicators of water. You can also cut and suck moisture from the roots and leaves of plants. Trees like the desert oak(橡树) have roots near the surface. But be careful. The branches of gum trees are a rich source of water, but the leaves are poisonous, so don’t eat them.The best place to build a shelter is in an area with the least amount of(最少的) sunlight, like between sand dunes(沙丘) or in a trench(沟).To make a trench, dig a hole enough to lie down in and use the extra sand to create a barrier or wall on each side. This can help to shield you from the glare(刺眼) and scorching heat of the sun. nights can be cold, so knowing how to make a fire is essential. One way to build a fire is to use the hand drill(钻头) method. This is one of the oldest and simplest ways to start a fire. It involves rolling a stick between your hands while pressing it onto a notched(凹口的) piece of wood with dry tinder(引燃物)below. The idea is to use friction to create enough heat to ignite the tinder, this can be a lot of work.As for food, you’ll have to be open-minded. Some forms of life can be ugly to look at but can provide you with enough protein to survive. They may even taste good, like scrambled eggs(炒鸡蛋).L6 Unit 1-2 Listening过去时和虚拟语气Now that you have studied English at a high level, you need to be able to talk about the language itself.One of the biggest areas of confusion for students is the difference between the pass tense and present prefect. The pass tense is indicated by use of pass tense marker, represent V(d). here are some regular verbs and their pass tense forms. So, as you can see, for regular verbs, the pass tense form is indicated by the addition of “ed” at the end of the verbs. However, some of the common verbs in English is irregular, so it’s important to learn them. Here are some examples. Altogether, there are over 200 irregular verbs in normal use.Many people think that the pass tense form only indicates the pass time. However, there is only one of the possible meanings. The pass tense form is also used to express something that is unlikely or imaginary, from the speaker’s point of view.Here is an example,He wishes he had a car.The fact is that he doesn’t have a car, so the use of had indicates that it isn’t real, it’s imaginary.If he had a car, he could drive us to school. Again, he doesn’t have a car, so he can’t drive us to school. This condition expresses something that isn’t a fact. It’s a counterfactual condition, which means it goes against what we know or believe.Look at these two sentences,If she waits another week, she can save money.If she waited another week, she could save money there is going to be a sale.both sentences are correct, but they have different meanings. In the top sentence, the condition that she waits is more likely from the speaker’s point of view. In the bottom sentence, the speaker thinks that it’s less likely that she’s going to wait.If that flight leaves on time, we are going to miss it, so let’s run.If the flight left a few minutes later, we could take the next shuttle bus.When we talk about the experience of result, we use the present perfect form. This form uses have followed by the participle. for regular verbs, this participle(分词) is identical to the pass tense form. For irregular verb, this participle is different.When we use the perfect form, the primary focus on the subject of the sentences, not the verbs. It emphasizes its condition, experience of results, rather than action or event. In these 2 examples, we see the contrast.She has already left the hotel.She left the hotel a few minutes ago.The top sentence gives the condition or state of subject, and the bottom sentence expresses the event. The top sentence describes the condition of the subject of the sentence, she rather than the event. The fact she has left the hotel is now part of her experience or state of being. The bottom sentence expresses the action or event, she left, which is something she did. In general, the pass tense expresses the event or acts, and the perfect form expresses the experience or conditions. When we use the perfect form of the verbs, we focus on the state of the subject and not the action or event.Know that the pass form expresses events of specific point or periods of time, such as late year or the pass 5 years.These events distance from the speaker’s point of view.He worked at several companies.He finished the project last week.The perfect form expresses the state of something from the speaker’s point of view, not distance in time.He has worked at several companies.He has finished the project.These 2 sentences are incorrect and confusing they give 2 different points of view.He has finished his work last week.Here are some sentences that use the perfect form. Some are simple, such as the first one and some are complex, like the last one.He has finished practicingHe has been practicingShe may have been practicingShe may have eatenHer computer may have been stolenThe last one is complex because it combines many verb forms, including the passive.L6 Unit 1-2 Dialogue都市迷失What are you thinking about, you look so pensive?I was just thinking about how much things have changed since I was a child.Oh, sometimes I think about that too. What were your thoughts?The nostalgic(怀旧的) for sure. Generally, I remember the best times and then I get a bit depressed when I’m t hinking about how things have changed.What kind of changes depress you?Well, one thing is the pace of life. Everything is so fast pace now, so there isn’t enough time to think.That’s because you’ve grown up. You’re not a child anymore so you have responsibilities.It’s more than just having responsibilities. My parents had to work but they also had other things. My dad used to go fishing on the weekend and mon used to work in her garden. She loved to grow flowers and vegetables.Yeah, that does sound nice. Living in the city makes thing like that, really difficult.Yes, living in the city is certainly a part of problem, right?Well, that depends on you. You make things sound as if you have no choices in life. It’s the choices you’ve made that push wh ere you are now.Sure, that’s certainly a part of problem. I guess I’ve changed.You want a lifestyle that you can’t have in the city. If you really wanted those things, you could move back to the countryside.Not, that’s not an option. If I did that, m y wife would divorce me.Have you ever talked about it with her?Not, I haven’t. we don’t talk about things like that. we are both too busy. I think she’s even busier than I am.Well, maybe she will surprise you. Maybe she’d like a change too. You should talk to her.Em, I don’t know. What about you?I’m okay. My wife and I accept things as they are. They try to think positively and we support each other.It sounds like you have a good marriage.Yes, we do. And one reason for that is we share our thoughts with each other. We don’t want to grow apart like so many couples.Maybe I’ll surprise my wife and start sharing my thoughts with her.Well, if you don’t do it now, nothing is going to change.Yes, you’re probably right. I’ll think about it.L6 Unit 1-2 reading南极洲和切尔诺贝利On Antarctica, the world’s coldest continent, the average high temperature is -49 degrees Celsius. In the summer, the sun never sets, and in the winter, it never rises. Keeping sane(保持清醒) there is its own special challenge.The McMurdo Station is a research base perched(停留) on the edge of the Ross Ice Shelf, the world’s largest body of floating ice. The station is administered by the United States and is the largest community in Antarctica. Capable of supporting more than 1200 residents, the population of the station drops to 150 brave (perhaps foolish) people when winter begins in March. Their task is to maintain the station during the months of total night. The biologists, astronomers(天文学家), geologists, and climate scientists who were there before, have gone, as any research is impossible in the brutal(残酷的) winter.Every day the remaining stuff of maintenance personnel(维修人员) perform their routine(常规;例行程序) task and make repairs when needed. Sometimes they peer(凝视) through the darkness toward their friends from New Zealand, at Scott Base, about 2 miles away. Though most of the time they’re just voices on the radio, it’s nice to have neighbors not too far away. Together, they share a power grid(电网) and one coast of a dark forbidding(令人生畏的) continent.Though the days are dark and freezing cold in the depths of winter, the moon will rest(休息) above the horizon(地平线上) for weeks at a time. Its pale(苍白的、无力的) light illuminates the cold, craggy(陡峭的，嶙峋) landscape as if acknowledging a companion and reaffirming the bonds of life. So even for those who live in the darkest part of the earth, there is light.To acknowledge somethings means to recognize or admit its existence.The writer shares what it feels like to live and work in Antarctica.On April 26, 1986, Unit 4 of the Chernobyl nuclear reactor in northern Ukraine, then a part of the Soviet Union, was shut down(停工) for an unauthorized safety test. When the nuclear fuel rods(杆) hit the cooling water, the fission reaction(裂变反应) accelerated out of control due to a sudden power surge(动力高峰）. This caused thereactor to overheat and build up pressure until its structure failed and it blew up(爆炸), releasing large amounts of radiation. It took officials a whole day to comprehend(理解) the scale of the disaster and to order an evacuation(疏散) of the surrounding area. Some 50,000 people had to leave, not knowing that they would never return.In the following months, massive efforts were made to decontaminate(净化) the area while increased radiation levels were detected across much of Europe. Fallout from the disaster continues to this day, decades later, and long-term effects such as cancers are still being investigated. Estimates of the number of deaths that will eventually result from the accident vary enormously.The forest area near the reactor site is one of the most radioactive places on Earth. Named the Red Forest because its trees turned a reddish-brown(红褐色) color as they died, the forest is trying to make a recovery. Animals such as elk(麋鹿) and eagles(老鹰) have been seen in the area. And birch trees(桦树) grown where the radioactive trees of the forest were bulldozed(铲平) and buried by the Soviet government.Some people have returned as well, mostly former residents who returned illegally after the evacuation. The old company town of Pripyat, once home to 50.000 plant workers is still deserted, but is slowly being reclaimed(再生) by the forest. It seems that nature can recover and even thrive where humans cannot. Let’s hope that humans can learn from this experience. Chernobyl, and more recently, Fukushima in Japan, have lessons to teach us.It’s clear that the officials were completely unprepared for the accident.L6 Unit 1-3 listening神经疾病和身体恢复Jack is a psychiatrist, which means he treats people who have mental problems. He has been treating patients for many years and he has used variety of treatments. Sometimes he just listens and talks to patients and sometimes he uses meditations. This meditation affects the brain in many different ways. Over the years, Jack found that some patients improved with the treatment while others did improve at all. In some cases, some patients respond to the treatment was the opposite of what was expected. Several years ago, he had a young patient who showed him why his treatment di dn’t work. The patient’s name was Bob. He was 21 years when he first came to see Jack for help. The reason he came was because he had attempted to suicide.Bob was extremely smart and was a student at one of best universities in theworld. However, he was often extremely depressed. Because of his depression, he took drugs and drank a lot of alcohol. It was an overdose of drugs and alcohols that nearly killed him. His roommate called 911 when he discovered Bob unconscious in dormitory room. Once Bob recovered and was discharged from the hospital(出院), he took time off from school to get help. That was when he came the clinic where Jack pack his medicine. At first, Jack attempted to treat Bob with anti-present medicine. He also used conversation and recommendations to help him to rethink his life and memories.After a few months, Bob began to improve but only moderately. Though he cooperated with the treatment, he continued to think negatively. He also continued to go through periods of depression. As a result, he wasn’t able to return to school.Because of the treatment was working, Jack tried something new. He decided to use brain scans to see inside Bob’s brain. Brain scans is a way to look inside the brain to see how it was functioning. What the scans showed about Bob was crucial. They showed that his brain was damaged in a way that nobody had anticipated it. there was significant damage to the front part of his brain. an injury to this part of brain can contribute to depression and negative feeling. It can also contribute to feeling of anger and rage. The fact his brain was injured and unbalanced expresses why the treatment hadn’t worked.The brain scan showed why the meditation and other treatments had worked. They had failed because they didn’t address injur y. After discussing the injury with Bob and his parents, they concluded that the cause of the injury was from playing soccer. In fact, Jack knew of quite a few soccer players who had suffered head injuries from playing that sports. Heading a hard soccer ball many times can damage the brain.With this new information, Jack used a new medication to treat the injury. Gradually, Bob improved, and after a few months, was close to a full recovery. He no longer had any signs of depression and was finally able to return to school. Ultimately, Bob graduated from his university with great honors and entered a famous law school. From this experience, Jack realize that the brain imaging had allowed him to save Bob’s life. If it hadn’t been for the scans, Bob would have ended up killing himself.Detecting and treating the injury to the front part of his brain was the key step in the treatment. Jack now believes that the brain scan can be an important tool for psychiatrists. an injury brain must be healed before other treatments such as vitamins,drugs or counselling, can work.He wouldn’t have to come to see Jack if he hadn’t tried to kill himself.He hadn’t attempted suicide; he wouldn’t have come to see Jack.Had the treatment been successful, he probably would have returned to school.L6 Unit 1-3 Dialogue健康类电子产品We’re getting a lot of complaints.About the proposed new policy?Yes, people think that it’s an invasion of policy.Don’t they agree that regular exercise and staying in shape is good for anyone?Sure, they a gree. But we don’t think we have the right to use an APP to track how much they exercise.Using the app is the only way to make sure our employees to get enough exercise.This new policy can reduce our health cost and increase productivity, which helps everyone.That’s not how they see it. This kind of regulation makes people feel like robots. They have no freedom anymore. Requiring anyone to wear a smart device like this on their waist means they don’t have no privacy.Well, if you put it that way, i can see the problem.However, i don’t see any other way to change people’s habits. This is just a friendly minder.It’s more than a reminder. It makes things public and puts pressure on people to meet their requirements. It will force people to work out even if they don’t want to. They won’t be any choice.No, it hasn’t had to be that way. We can still be flexible.That’s not the point. People hate the idea that the company knows everything they do. It’s bad enough that they had to communicate with each other at night and on weekends.What if we made the use of the APP an option?If we do that, it still puts pressure on people to use it. I think it’s best that we get rid of this idea. I’m all forward standers but what about freedom and creativity. If we go ahead with this policy, I think we will lose some of our best people. There are otherways to deal with health issues.Such as… What’s your suggestion?Give extra holidays to people who take fewer sick dates.No, that wouldn’t work. It will put pressure on peopl e to come to work sick and get everyone else sick too. If someone is sick, I’d rather that they stay at home.Then here is run out of idea. Why let your department manager handle it? They are the one who decide on promotions of bonuses. Setting everything in stone in the form of policies can be very dangerous. (政策面前设置无法改变的一切是很危险的)Ok. I’ll consider it. But now I’ll give up the idea of using this APP. Please let people know that we are listing to them. We do care about our employees.I’ll. I’m sure than peop le will appreciate it. It shows that you have faith in them.Thanks, i appreciate your advice.They think it gives the company too much control over their lives.He would rather have sick people at home than come to work.L6 Unit 1-3 reading 伤病预防、高血压和心脏病Preventing injuryExercise and a certain amount of strenuous(紧张的) physical activity are important for maintaining good health. However, before engaging in them, it’s important to know how to prevent injuries from occurring, especially for athletes and elderly people. Injuries can be minimized by doing a proper warm up. This consists of increasing your heart rate and blood flow to all part of your body. A good way to do this is through a series of static stretches(静态拉伸) followed by a series of dynamic stretches, which are done while moving.Using the proper equipment is essential, especially in contact sports.To protect the head, for example, well designed helmets can greatly reduce the incidence of concussions(脑震荡).Concussions are caused when the soft, jello-like(果冻状) brain slams into(用力撞上) the hard human skull(颅骨).Research shows that repeated concussions can have serious consequence.Compression sportswear (紧身服)is another way to reduce the risk of injury, especially muscle injuries. More and more athletes are using them because their usecan also speed up muscle recovery when an injury occurs.Another contributing factor in sports injuries is fatigue(疲劳). Doctors believe that fatigue is an important warning sign that the body has reached its limits. When fatigued it is more difficult for the body to protect itself. Therefore, it’s a good idea to stop an activity at the first sign of fatigue. Rest periods, even for professional athletes, can prevent serious injuries from occurring.Understanding injuries and the body reaction to them can help people cope with the problems that accompany physical exercise. The support and understanding of coaches, teammates and family can be a critical factor in prevention and recovery. Once an injury occurs, it’s too late to prevent it, and recovery can take a long time. For the elderly, a simple fall can be fatal(致命的).A fatal accident or injury is one that causes death.Blood pressure and stoke.A large international study has found that then risk factors account for 90% of all the risk of stroke. Of that list, 5 risk factors usually related to lifestyle are responsible for a full 80% of stroke risk. According to the researchers these risk factors- high blood pressure, smoking , abdominal(腹部的) obesity, diet and physical activity - are modifiable and can be controlled.The findings come from a study of 3000 people who had had strokes and an equal number of healthy individuals with no history of stroke. This study also includes a brain scan of all participating stroke survivors, according to the researchers.Across the board(全部), high blood pressure was the most important fact, accounting for one-third of all stroke risk. Blood pressure, it was noted, plays a major role in both forms of stroke: ischemic, the most common form(caused by blockage of a brain blood vessel), and hemorrhagic(出血性) or bleeding stroke(中风), in which a blood vessel in the brain bursts(爆发).Blood pressure is easily measured, and there are lost of treatments. Lifestyle modifications to control it include increasing physical activity and reducing salt intake. The other lifestyle risk factors are modifiable as well. High intake of fish and fruits, for example, is associated with a lower risk of stroke.Many of the same risk factors have been reported in other studies, but this is the first stroke risk study to include both low- and middle-income participants in developing countries. The study confirms that high blood pressure is the leading cause。
流利说商务英语level6unit2part2(Advertisement)
Lesson 1 Advertising methodAdvertisers use many different strategies to reach consumers. Here are some of the most common ones.Product demonstrationsIn a product demonstration, potential customers are shown how a product works. Because they can see a product being used in person, they may be more likely to buy it.Traditionally, product demonstrations have been held by salespeople in physical stores. Nowadays, brands also use online channels, such as social media.Word-of-mouthWord-of-mouth refers to when customers tell other people about a brand or product they like.When people are satisfied with a product, word-of-mouth may happen naturally.But companies can also encourage it by rewarding customers.For example, some companies give customers discounts if they recommend a product to a friend.Product placementProduct placement is a practice in which a brand pays to feature its products in movies or TV shows.For example, if a character in a television show is drinking a brand of soda, that soda is likely a product placement.While product placement is initially very expensive, it can result in a large increase in sales or brand exposure.Digital advertisingDigital advertising refers to any form of advertising or marketing that appears online.It commonly includes social media, email, and search engine marketing.Digital advertising allows companies to leverage analytics platforms to gather sophisticated data from users.Lesson 2 Making an adAdvertisersAdvertisers are businesses that pay money to create ads and show them to an audience. They own the product or service that is being advertised.Frequently, advertisers hire advertising agencies to design ads.They also pay publishers, like social media sites, to access advertising space and distribute ads.Advertising agenciesAn advertising agency is a company that creates advertisements.It is also involved in marketing and branding strategies, such as logo design.Ad agencies are often hired to give a new perspective on how to promote a brand or product. Because ad agencies are independent from their clients' marketing teams, they often offer fresh and creative ideas.PublishersA publisher owns a platform that advertises a product or service.They earn money by selling ad space to advertisers.Examples of publishers include newspapers, websites, or apps like WeChat and Instagram. Advertisers often choose publishers to gain access to a particular audience or demographic. Accounts departmentIn an ad agency, the accounts department is responsible for managing client relations.It is made up of account executives and led by an account director.It meets with clients, listens to their feedback, and brings in new business.It also works with the creative department to make sure ads meet client needs.Creative departmentThe creative department is responsible for ads, logos, and any other work produced by the agency.It is led by a creative director, and often consists of copywriters and designers.The creative department takes client feedback and tries to turn it into engaging ads or marketing campaigns.Media planning departmentThe media planning department oversees the distribution of an ad or marketing campaign. It chooses a mix of media platforms to reach a target demographic.It is also responsible for analyzing data to track the performance of a campaign.Lesson 3 evaluating an online adAnalytics platformAn analytics platform is a software that allows an advertiser to track the performance of its online advertisements.This software is able to monitor metrics such as how many times an ad was clicked or whether an ad led to a sale.Seeing how people engage with online ads allows companies to make their marketing strategies more targeted.Cost per Impression(CPI)Cost per Impression refers to how much an advertiser pays each time an ad is displayed on a website.Advertisers must pay every time their ads appear on a platform, whether they are clicked or not.By tracking CPI, it's possible to see if the ad is getting a strong return on its investment. Cost per Click (CPC)Cost per Click refers to what an advertiser pays each time an ad is clicked by a potential customer.Cost per Click depends on the publisher.On search engines, companies will bid on keywords to use in ads, with certain words costing more money.But social media and other platforms typically charge a fixed price.Cost per Order (CPO)Cost per Order refers to the cost of advertising divided by the number of orders from customers.It is commonly used in online advertising to determine the effectiveness of a company'smarketing.To reduce this cost, advertisers can either cut costs from their search budget or try to boost conversions.Lesson 4 Qualities of Good AdsEvery advertisement should contain certain qualities.Here are some qualities of good ads.MemorableA memorable ad is easy to remember, because it is special or unusual.Even if an ad is strange, as long as customers can remember it , they are more likely to buy from the company.Advertisers use music, design and interesting stories to try to make their ads memorable. PersuasiveA persuasive ad give a strong and effective reason for why customers should buy a product or service.For example, a make up advertisement may try to persuade customers by saying using the make-up will give them more confidence.Advertisers invest heavily in market research in order to understand how to persuade their target market.EntertainingAn entertaining ad uses humor to make the audience laugh.An example of entertaining ad would be a talking dog discussing its favorite brand of dog food.The more entertaining an ad is, the more likely it is to go viral, which helps to build awareness of a brand.InspiringAn inspiring ad uplifts and energizes its audiences.For example, a famous athlete or CEO may appear in as ad to deliver an inspiring message to the audience.This inspiration can create the mindset that the audience will excel in a certain area after purchasing the product.TouchingA touching ad connects with audiences through feelings of happiness, hope or sympathy. For example, a father who doesn’t have any money saves up a month to buy her daughter a doll she really wants for Christmas.Watching the father do everything he can to make his daughter happy may be very touching.Touching ads help businesses close a deal if they can capture customers’ minds and hearts.。
流利说商务英语 Level 6 Unit 2 Part 1(一) CSR Terminology
流利说商务英语Level 6 Unit 2 Part 1(一) CSR Terminology Corporate social responsibility or CSRCorporate social responsibility, or CSR is the idea that a company should help the environment and society.Through CSR programs, businesses can contribute to society while also boosting their own image.Depending on the company, CSR can take on many forms, like philanthropic giving. PhilanthropyPhilanthropy is when a corporation donates money to a cause or organization that helps people.Corporate philanthropy is a common approach to CSR.Typical forms of corporate philanthropy include monetary donations and aid given to non-profit organizations and deprived communities.For example, PepsiCo has a program called Food for Good, which donates healthy meals to children.Sony's CSR policy states its activities can improve social sustainability while advancing Sony's business value.Companies engage in philanthropy to help make the world a better place.halo effectThe halo effect is a favorable perception people have of a company.If a company has halo effect, customers will overlook its negative aspects in favor of its positive ones.When a company engages in CSR, it can create halo effect for itself.This can improve customer loyalty and give a company a reputation for social responsibility.triple bottom lineThe triple bottom line refers to people, planet, and profit.Companies engage in CSR because they believe the well-being of people ,the planet, and the company are interrelated.People refers to the human capital bottom line.It calls for fair labor practices and beneficial business practices toward the community where the business operates.Planet is the environmental bottom line.It calls for sustainable environmental practices as well as reversing the damage done to the environment.Profit is the economic bottom line.It refers to economic value created by the organization.。
unit6 E-commerce
The golden rude in purchasing anything over the Internet is to find out who you are dealing with. The first step is to make sure the company is legal and has clearly stated sales and security policies, which should be easy to access on its Website. 翻译： 翻译： 了解交易的对象是网上购物的金科玉律。第一 步是确定对方是合法的公司，销售方式叙述详尽， 并有安全措施，而进入这种网站应该相当容易。
3
Unit Six
Like bargain hunters in the real world, however, online shoppers need to be aware of the pitfalls in order to enjoy the benefits of e-commerce. For most, the main concern is the invisibility of who is on the other end of the transaction. Those walking into the cyber market armed only with a credit card and an active imagination need to follow a few guidelines. 翻译： 翻译： 但是就像在现实世界买廉价品的购物者一样，网 上购物者也应该明白，在享有电子商务方便省事的同 时，也要承担风险。通常最令人担忧的是无法看见在 另一端进行交易的对象。在网上购物的人仅仅带着信 用卡，其余都得凭想象，因此必须遵循某些原则。
流利说商务英语 Level 6 Unit 2 Part 2(四)Qualities of Good Ads
流利说商务英语Level 6 Unit 2 Part 2（四）Qualities of Good Ads Every advertisement should contain certain qualities.Here are some qualities of good ads.memorable 难忘的A memorable advertisement is easy to remember because it is special or unusual. Even if an advertisement is strange, as long as customers can remember it, they're more likely to buy from the company.Advertisers use music, design, and interesting stories to try to make their ads memorable.persuasive 有说服力的A persuasive advertisement gives strong and effective reasons for why a customer should buy a product or service.For example, a make-up advertisement may try to persuade customers by saying using the make-up will give them more confidence.Advertisers and companies invest heavily in market research in order to understand how to persuade their target market.entertaining 有趣的An entertaining advertisement uses humor to make the audience laugh.An example of an entertaining ad would be a talking dog discussing its favorite brand of dog food.The more entertaining an ad is, the more likely it is to go viral, which helps to build awareness of a brand.If customers can remember an advertisement, they're more likely to buy from the company.The Under Armour ad was memorable because of the icon as well as the storytelling. The AirBnB commercial persuades customers that using its service will give them a better travelling experience.Subaru released an entertaining ad of a dog driving a car.A persuasive advertisement might say its product will increase the customers' confidence.inspiring 鼓舞人心的An inspiring ad uplifts and energizes its audience.For example, a famous athlete or CEO may appear in an ad to deliver an inspiring message to the audience.This inspiration can create the mindset that the audience will excel in a area after purchasing the product.touching 动人的A touching ad connects with audiences through feelings of happiness, hope, or sympathy.For example, a father who doesn't have any money saves up for months to buy his daughter a doll she really wants for Christmas.Watching the father do everything he can to make his daughter happy may be very touching.Touching ads help a business to close a deal if they can capture consumers' minds and hearts.Inspiration can create the mindset that the audience will excel in a certain area after purchasing the product.Nike has an inspiring ad of disabled athletes competing in the Olympics.I just saw a touching ad from Liulishuo that shows the app helping students learn English in poor areas of China.An example of touching ad might be a poor father buying a holiday gift for his child.。
流利说商务英语 Level 6 Unit 2 Part 2(五)Advertising Basics
流利说商务英语Level 6 Unit 2 Part 2（五）Advertising BasicsSo, to be brief, Pearl Soaps has been looking for an agency to launch the digital campaign for its new organic product, and next week we will be meeting with their team to pitch our ideas.Awesome. Pearl Soaps owns, what, like 10% of skincare market?Yeah, it's a huge opportunity.But before I have the creative team start working on concepts and designs, I first want us to brainstorm our strategy a nd how we could execute it.Pearl has given us a brief report including their target audience and business goals for this product.OK, it says they want to build the awareness among women in their twenties who are interested in the organic lifestyle.Before the creative team begins to design the campaign, he would like to discuss their strategy.What will they use to develop their strategy?Pearl Soaps' research report.They want to target young women who are interested in organic products.Well, if that's the target audience, we should focus on social media, since that's where most of them spend their time.Right. And Pearl already has a massive social media following across all the major platforms.Their biggest following is on WeFace, with got 8 million followers.And their second biggest is on ChatLine, with have 700 thousand.How large is Pearl following on social media?It's extremely large.That's great. Any kind of content that we post for Pearl will already have good visibility.What is their content like on each platform?If you look at the WeFace and ChatLine pages, you'll see that they're mainly post photos, and their content is identical across both platforms.What does Pearl Soaps post in their social media pages?It posts photo content. They have a massive social media following.It mainly posts photos on its social media channels.Its largest following is on WeFace, where they have 8 million followers.But, different types of content perform better on different platform, right? Yeah. In the work I've done, users on WeFace have tended to share videos much more than photos. But on ChatLine, there has been more user engagement with images.So we could develop unique content for each platform.For example, we could do a video series for WeFace but a photo campaign for ChatLine.These are good ideas but not every woman and Pearl's target audience is following their social media accounts.What can we do to reach those potential customers who haven't followed them on social media yet?Well, social media also has paid advertising features, which we've had access with in the past.By using paid advertising, Pearl Soaps could reach some potential customers.How well social media content performs depends on the platform.Platforms like WeFace have paid features that allow us to identify any user we want based on their data.For example, we could target users in major US cities who follow organic lifestyle blogs or even Pearl's competitors.It's the fastest way for a company to expand its reach.How does paid advertising target users?It analyzes their user data.All right, we are off to a great start.Tomorrow I'll arrange a meeting with creative team to share the strategy and get them working on their ideas for the content.So please prepare a short summary of what we've discussed today.Then we can start getting into the nuts and bolts of the pitch.Great, can't wait to get started on this!Yeah,I feel I won't be sleeping much for the next few nights, but I'm super excited.。
流利说商务英语level6unit1part5（Motivation）
流利说商务英语level6unit1part5（Motivation）Lesson1 Maslow’s hierarchyScientists have been studying motivation for many years.An American psychologist, Abraham Maslow, developed a theory called the Hierarchy of Needs.According to this theory, individuals’ most basic needs must be met before they become motivated to achieve higher level needs.There are 5 levels of needs in the hierarchy.PhysiologicalPhysiological needs are the most basic requirement for people to stay alive such as eating, drinking and sleeping.When these need are not met, people seek to fulfil them above all else.Safety and securityThe second most important need after physiological need is safety and security.Human beings need to feel safe and secure, not only physically but also financially and psychologically.If some los es their job, they may worry because their income isn’t stable.Belonging and loveAccording to Maslow, it is important that people feel accepted by their social groups, such as family, friends, even their co-workers.I f some doesn’t feel loved or accepted by the people in their life, they may feel lonely, depressed or insecure.Companies that encourage team-building activities have higher employe e engagement than those that don’t.Self-esteemSelf-esteem is the confidence a people has in themselves.At work, people need to feel that they are performing well and their achievements are recognized.I f employees are encouraged, they are often more engaged. So it’s important to praise their work.Self-actualizationSelf-actualization refers to a person’s need to reach their full potential.Since each individual is unique, people take different paths to achieve self-actualization. Therefore, managers should understand their employees’ needs and encourage them to achieve their goals.Lesson 2 Human motivation theoryIn order to lead a team, you need to understand your employees.Psychologist, David McClelland , developed a theory about human motivation called the Three Needs Theory.Need for achievementEmployees who have a need for achievement are motivated to accomplish difficult or challenging tasks.They enjoy tasks where they can see the results of their effort.They also like to receive feedback on their work.Need for affiliationEmployees who are driven by a need for affiliation feel a strong need to be accepted by others. Because they want to be liked, they often agree with any decision made by a group.People who have a need for affiliation prefer to collaborate with others instead of competing with them.Need for powerEmployees who have a need for power want to control or influence others.They often enjoy competing with other people.They are also eager to be recognized for their successes.However, their need for competition may make them hostile to others.Effect on managementBy using Three Needs Theory, managers can better understand different needs of their team members.For example, employees who have a need for achievement should be given challenging projects.Therefore , to motivate different employees managers could place them in new situations based on their needs.Lesson 3 Incentive programsAn incentive program is designed to promote or encourage specific employee behaviors.It is used by companies to motivate employees to perform better.Performance-based bonusesA performance-based bonus is an additional compensation paid as a reward for achieving specific goals.These bonuses may be given on a regular base, such as annually or monthly.They might also be made available only for a specific period of time.Paid time off (PTO)Many employees want the opportunity to have paid time off of work.Paid time off doesn’t just mean paid days off for sick days or emergencies.Employees could also earn an additional paid time off that they can use whenever they choose. If they don’t use this time before the end of the year, it can be converted to money.Tuition reimbursementSome companies reimburse some employees tuition.This means employees pay for education costs and then receive reimbursement after the course is completed.If a employer pay for the education, employees are more likely to perform better for the long term.Employee promotion policyAn employee promotion policy is a set of rules and guidelines for promoting an employee. Performance and skills are criteria used in a good promotion policy.Employee of the yearCompanies can choose an outstanding employee to be employee of the year.Generally, the company will have a nomination and selection process to choose the best employee.Employee of the year award helps boo st the winner’s confidence and encourage others to perform well.Lesson4 Related verbsTo demotivateTo demotivate means to make someone less eager to work.Unfair treatment in the work place may demotivate the employees.Employees who are demotivated are likely to under perform or even leave the company.To incentivizeTo incentivize means to make someone want to do something.Companies incentivize their employees to behave well through compensation policies. Sales teams often use a scoreboard to incentivize competition between team members.To participateTo participate means to take part in or get involved in an activity.E mployees should be encouraged to participate in activities that align with a company’s goals. Allowing employees to participate in decision making has resulted in successful value creation in many organization.To standardizeTo standardize means to make things of same type have the same features.Car parts are often standardized so that one type will fit any model of car.A standardized hiring process allows us to assess the candidate with the same reference point.。
流利说商务英语 Level 6 Unit 1 Part 4(四)Risks Avoidance
流利说商务英语Level 6 Unit 1 Part 4(四)Risks AvoidanceDiversify 多样化Investors should diversify their investments.This means to make multiple investments instead of one large investment.If someone makes a large investment in a single security, they will suffer a big loss if that security's value declines.Splitting your investments between different securities reduces the risk of a big loss.Review and reallocate assets 审查和重新分配资产Monitoring investments and market trends can help investors earn profits and avoid losses.This will help them identity the right time to sell their securities.Investors can allocate assets between equity, debt, and alternate assets to help reduce risk.Monitoring investments and market trends can help investors identify when to sell securities.Many types of investments lost value in 2008, but diversification helped contain overall portfolio losses.Experts recommend reallocating funds from assets that have yielded the best returns to those that have declined.Avoid overtrading 避免过度交易Overtrading is the excessive buying and selling of stocks.Investors can mistakenly overtrade after suffering a big loss to regain capital. Traders can avoid overtrading by consulting a stockbroker for guidance.Maintain stop losses 保持止损A stop loss is when a security is sold after it goes below a certain price.It helps prevent an investor's loss from being too big.Having appropriate stop losses helps minimize losses and maximize profits.He decided to hold his shares and set a stop-loss limit at 28 dollars.Rookie traders may lack the patience to wait for a high-probability trade, so they may overtrade.To diversify means to make multiple investments instead of one large investment.。
流利说商务英语 Level 6 Unit 1 Part 2(二) E-Commerce Terms
流利说商务英语Level 6 Unit 1 Part 2(二) E-Commerce TermsTrafficTraffic describes the number of people who visit a website or app.It is the start of all transactions in e-commerce.One way to make use of traffic is called conversion.ConversionIn e-commerce, a conversion refers to making a visitor into a paying customer. Companies can try to increase their conversion rate by improving customer service or marketing.The vast majority of visitors do not actually purchase anything.So companies need to find ways to convert them into paying customers.retentionA business's ability to keep its customers is called retention.Businesses employ different strategies to retain customers.For example, loyalty programs reward customers who make frequent purchases with coupons and discounts.What happens as traffic increases? The chance of conversion increases.Turning a website visitor into a paying customer is called a conversion.One way a company tries to keep its customers is through loyalty programs.If a website is listed first by a search engine, its traffic will likely be high.They needed advice on how to generate site traffic and increase sales.transactionA transaction is an exchange of goods and services between a buyer and a seller.In China, it's popular for customers to use their digital wallets to make transactions. web analyticsWeb analytics refers to the collection and analysis of website data.It is used to analyze traffic and other data to provide a better user experience and increase transactions.For example, a company can analyze its traffic after a marketing campaign to see if it increased.An exchange of goods or services between a buyer and a seller is called a transaction.The collection and analysis of data is called analytics.In China,cash is being used less frequently in transactions due to alternative methods of payment.Successful digital marketers need a strong knowledge of analytics to increase website traffic.We used analytics to track the conversions from our latest marketing campaign.。
名校商务英语课件Unit 6-E-commerce
• The world has not witnessed such a dramatic change in business since the industrial revolution • International e-commerce is the way of future, but there is still a long way to go to make it perfect.
• B2C, the most common approach to ecommerce, refers to the retailing of products and services to consumers. This involves interactions and transactions between a company and its consumers. The main focus is to sell to consumers via the internet • Many e-commerce sites that are very successful in the B2C market. Markets where convenience, pricing and selection are major buying influences have done extremely well in B2C. • Customers have a greater choice of products at lower price than they typically experience while shopping at major outlet.
• E-commerce is the practice of buying and selling products and services over the internet, utilizing technologies such as the Web, EDI, email, e-fund transfers and smart cards. In brief, it is the online exchange or sale and purchase of goods and services. • 简单说：电子商务是指人们利用电子手段 （网站、EDI、邮件、电子转帐、智能卡等） 进行商业,贸易等商务活动。
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流利说商务英语Level 6 Unit 1 Part 2(四)E-commerce Trends
automation
Automation refers to a process being performed by technology without human assistance.
Automation plays a major role in e-commerce today.
It can change prices for promotions or give discounts to loyal customers automatically.
It can even notify security staff of suspicious online purchases.
voice technology
V oice technology allows people to interact with a device or machine by speaking to it. Today, people can speak to voice assistance to order food or locate a store.
In the future, customers will even be able to have spoken conversations with AI customer service representatives.
Technology that you interact with by speaking is called voice technology.
Their company uses marketing automation to email advertisements to customers.
It's certainly possible that one day, voice technology will be implemented in almost every device.
recommendation engines
Recommendation engines use algorithms to recommend products to customers. They analyze customers’online data to identify and recommend products that are likely to be purchased.
By recommending products that customers will like, the engine increases the chance of a conversion.
AR shopping
AR shopping allows customers to simulate a real-life shopping experience with their phones.
From home, customers can simulate walking through a store and looking at products. There are even AR fitting rooms that let customers try on clothes.
An online store's recommendation engine is comparable to an AI salesperson.
By using AR shopping, she was able to purchase the right-sized couch from the comfort of her bedroom.。