(完整版)体验商务英语第二册Unit_12_Products
体验商务英语2-Unit2
do shopping online? What problems are they? What are the advantages and disadvantages
of doing shopping online?
IBM advertisement
Bad ideas don’t get better online The main idea: a bad business idea will not work
Unit 2
Selling Online
Learning Objectives
Talking about selling online Vocabulary related to selling online Negotiating techniques Problem-solving abilities Business writing techniques by writing
What’s B2B?
Business to business or B2B refers to electronic commerce between businesses rather than between a business and a consumer(B2C).
B2B businesses often deal with hundreds or even thousands of other businesses, either as customers or suppliers. Carrying out these transactions electronically provides vast competitive advantages over traditional methods.
(完整版)体验商务英语第二册Unit7Marketing
Reading
Selling dreams
A Before you read the article, answer these questions.
1 Which of the following companies do you associate with Italy?
Reading 2 What qualities do you associate with Italian products?
Reading
Selling dreams
B Scan the article and answer these questions.
1 Which are the biggest markets/countries for these products?
launch a) Introduction of a product to the market
Life cycle b) Length of time people continue to
range buy a product
c) Set of products made by a company
Good creative
__c_a_m__p_a_i_g_n__
Reaching the right
____p_e_o_p__le______
Successful Good marketing marketing communications
Clear marketing ___m__e_s_s_a_g_e____
Selling
dreams
Reading
Selling dreams
Ferrari S.p.A. is an Italian sports car manufacturer based in Maranello and Modena, Italy. Founded by Enzo Ferrari in 1929, the company manufactured race cars before moving into production of street legal vehicles in 1947 as Ferrari S.p.A.. Ferrari's cars are among the most desirable of vehicles to own and drive, and are one of the symbols of wealth in the world. Throughout its history, the company has been noted for its continued participation in racing, especially in Formula One, where it has largely enjoyed great success, especially during the 1950s, 1960s, 1970s, late 1990s, and 2000s. Finally, after years of financial struggles, Enzo Ferrari sold the company's sports car division to the Fiat group in 1969. Enzo Ferrari himself retained control of the racing division until his death in 1988 at the age of 90. Ferrari also has an internally managed a wide range of products bearing the Ferrari brand, including eyewear, pens, pencils, perfume, clothing, high-tech bicycles, cell phones, and even laptop computers.
大学专门用途英语教学模式初探
大学专门用途英语教学模式初探一般来说，大学有三大功能，即人才培养、科学研究、服务社会，这三大功能相互联系、密不可分。
人才培养是大学的核心功能；科学研究是大学的重要职能，也是培养人才的重要途径；服务社会是人才培养和科学研究功能的延伸，大学通过人才培养和科学研究服务社会。
那么，大学公共英语该如何为社会服务是需要我们每一名大学公共英语教师积极思考的问题。
一、大学公共英语教学现状王守仁（2021）说过，大学公共英语课程即是为非英语专业学生开设的英语课程，是与每一位大学生都息息相关的重要基础课程[1]。
也就是说，大学公共英语是面对非英语专业本科生的公共必修基础课程，也是各高等院校覆盖面最广的一门基础课程。
目前，我国大学英语教学分为两个基础阶段。
第一阶段是学生在大一和大二两年内共四个学期的基础英语学习，即通用英语（English for General Purposes，简称EGP）；第二阶段为专业英语阶段，学生在大三或者大四学年一个学期选修由各学院专业老师开设的相关语言类课程，即专业英语课程，学习的主要内容是各学科的英语文献，在某种程度上可以说其是一门;“;专业文献阅读课;”;。
这样的课程设置并不利于学生在大学期间高效提高语言能力。
首先，我国中学基础英语教育的目标是语言综合运用能力的培养，每一个英语水平合格的大学本科新生都已经经历了十年左右的英语教育，具备了一定程度的听、说、读、写、译基础，掌握了良好的英语语言技能，并且形成了完整的英语语言知识系统。
因此，如果仍以培养学生的英语综合应用能力作为大学英语教学的主要的目标，就难免造成教学内容重复、教学资源浪费以及学生学习热情减退。
英语水平不合格的同学早已失去了对英语学习的兴趣、动力和信心。
大学通用英语教育对他们英语水平的提高、英语技能的培养作用十分有限。
其次，经调查，学科专业教师开设的专业英语课程效果也令人不是很满意。
大部分学生在专业英语课程中能够学习到的仅仅是一些专业术语的翻译方法。
体验商务英语(第二版)课件第2册案例Dear Sirs or Madams
Dear Sirs or Madams:I am writing to invite you to attend this year’s conference, which will be held in Prague, Czech Republic, 21 – 24 November, 2008. The chief executive and the senior managers from the head office and the overseas sales managers will attend the conference. The purpose of the conference is, first of all, to enable the managers to know each other better. In addition, we would like to take this opportunity to thank you for your hard work. Most important of all, however, we will at the conference discuss how we can improve our products and services in the future.The venue we have chosen for this year’s conference is Hotel Moda. It is a 4-star hotel located about half an hour by underground to the city center. The hotel facilities are excellent with spacious bedrooms, a large swimming pool, sauna and Jacuzzi. Moreover, during the conference, we will arrange various activities for the participants, such as guided city tours, cultural tours, sightseeing and opera. I hope you will all be able to enjoy yourselves during the conference.The conference will commence on Saturday morning, 22 November. All the participants are required to arrive by Friday evening, 21 November, and leave by noon of Monday, 24 November. I sincerely wish that you can all attend this year’s conference and I look forward to meeting you in Prague.Sincerely yours,(226 words)。
【精品】体验商务英语课后答案unit2.doc
Unit 2 BrandsPart I Business VocabularyDirections: There are 20 incomplete sentences in this part. For each sentence there are four choices marked A, B, C and D. Choose the ONE that best completes the sentence. Then mark the corresponding letter on the Answer Sheet with a single line through the center. This part totals 20 points, one point for each sentence.1A brand can be a name, a term or a symbol. It is used to ______________ C ______ a product from competitors' products.A differB competeC differentiateD compare2Brands should add value to products. It's a _________ B ________ effect whereby one plus one equals three.A energyB synergyC coordinationD collaboration3The better-known the brand name, the more people want to ____ D ____ i t _______ .A copy...offB send...offC break...offD rip...off4In the past Calvin Klein took a relatively passive _______________ A ______ to the counterfeit problem.A approachB methodC wayD mode5But as sales and brand _________ B ________ have risen, Calvin Klein has become an increasingly popular target for Asian and European counterfeiters.A imageB awarenessC managementD loyalty6Fm worried about the sales of the range of fragrances we ___________ D _______ two years ago-A soldB mountedC impoundedD launched7The advert stated-jokingly 一that 7 million points were needed for someone to _____ B ______ t he jet.A declareB claimC announceD specify8A business student, John Leonard, intends to take Pepsi Cola to __________ B _______ regarding the promotion because he thinks they should give him the prize.A homeB policeC schoolD office9Customers have become less loyal to brands and are more willing to_____ D ______ t o lower-priced coffee products.A trade inB trade forC trade upD trade down10It is _______ C _________ as an exclusive ground coffee for gourmets.A producedB madeC promotedD sold11Thank you for the _______ A ______ order of February 2 for 28,800 raincoats.A captionedB captioningC to captionD caption12Your order will be ready for shipment by February 28 and be packed ________ C ___ seaworthy containers.A byB throughC inD within13Our raincoats are now packed in a polythene bag each and then in a cardboard box, 12dozen _______ D ______ a carton,A inB atC byD to14Each carton is _______ C ______ with a polythene sheet and secured by overallstrapping.A liningB lineC linedD to line15In addition, the packing is light ____ B ___ weight and therefore easy to handle.A toB inC atD for16Since a polythene bag is used for each raincoat, it is attractive and _______ A ___ for window display.A all readyB alreadyC all readinessD readiness17 _____ B _____ regard to packing in cartons for your order, we would like to giveyou our comments as follows.A AsB With CFor D At18Cartons lined with plastic sheets can be well protected _________ A ______ m oisture, for they can be secured by overall strapping.A againstB forC byD through19Since the trace of pilferage is ________ C _____ more evident, it is easier to file a claim against the insurance company.A manyB lotC muchD fewer20Therefore, cartons are convenient _______ B _____ handle and quite suitable for ocean transportation.A forB toC byD inDirections: Directions: There are 20 Chinese phrases in this part. You are required to translate them into English and write down your translation on the Answer Sheet. This part totals 20 points, one point for each phrase.1国际品牌international brand2民族品牌national brand3品牌商品branded goods4品牌管理brand management5高档品牌upmarket brand6经典品牌classic brand7品牌知名度brand awareness8品牌形象brand image9 品牌忠实brand loyalty1()品牌延伸brand stretching11物有所值cost-effective12公司战略corporate strategy13许可权利licensing right14时装设计师fashion designer15快餐公司fast food company16广告宣传活动advertising campaign17研磨咖啡ground coffee18市场份额market share19消费者调查consumer survey20细分市场market segmentPart III Sentence TranslationDirections: There are 10 sentences in this part. You are required to translate them into Chinese and write down your translation on the Answer Sheet. This part totals 20 points, two points for each sentence.1.The aim of the advertising campaign is to enhance brand awareness so that consumers become morefamiliar with our coffee products.广告宣传活动的冃的在于提高品牌知名度，使得消费者更了解我们的咖啡。
体验商务英语综合教程第二版unit
Language Focus
Business English
• We use can to say we are able to do something. He can program a computer.
• We use can I or can we to ask for permission. Can I use the phone, please? Yes, of course. / Sorry. I’m afraid it’s for staff only.
Business English
Task Look at the dialogue in Exercise A. Write questions begin with can.
Can Judith and Paolo meet on Friday? Can Judith attend meeting on Thursday? Can Paolo meet Judith on Friday? Can Paolo pick Judith up from the station? Can Paolo and Judith meet on 10 o’clock Friday” Can Judith bring her colleague to the meeting? Can Sabrina take part in the meeting? ……
Unit 4
Travel
Business English
MARKET LEADER
a new language course for tomorrow’s leaders
overview
Vocabulary: Travel details
体验商务英语-课文翻译
欧洲制造除顶级奢侈品牌外几乎所有的时尚品牌都或者已经在亚洲生产，或者正在考虑这样做。
美国皮具制造商蔻驰（Coach）是一个典型的例子。
在过去的五年中，它通过完全在低成本市场生产已经提高了毛利率。
2002年3月它关闭了在波多黎各拉雷斯的工厂（公司拥有的最后一家工厂），将所有产品全部外包。
巴宝莉（Burberry）在亚洲有许多特许授权安排，2000年它决定给日本三洋公司的特许授权延长十年。
这意味着按零售价计算巴宝莉几乎一半的销售额将是亚洲授权生产的。
但是同时，日本的顾客却偏爱该集团欧洲生产的产品。
为了应对这种对巴宝莉在亚洲工厂所生产产品的需求，三洋公司在东京银座开设旗舰店，出售从欧洲进口的巴宝莉产品。
在《金融时报》的采访中，许多企业高管表示，消费者认为顶级的奢侈品牌来自欧洲，在亚洲尤为如此。
古琦（Gucci）的多米尼克·德索尔说：“无论如何，亚洲的消费者只相信：奢侈品来自欧洲，而且一定是那里制造的最好。
” 古琦的控股公司（Pinault Printemps Redoute）的首席执行官塞格·温伯格说，公司不会将古琦的生产线移到海外。
然而一些业内人士认识到，就算对豪华奢侈品牌而言，这种变化也将来临。
普拉达（Prada）的首席执行官帕特里齐奥·埃特里说：“‘意大利制造’的标签很重要，但我们真正提供的是一种风格，风格是文化的表现”。
因此，他认识到高品质的时尚产品并非总是要在意大利生产。
欧洲工商管理学院市场营销系的Amitava Chattopadhyay 教授说：“品牌就是消费者心中的一系列联想，其中之一就是原产地。
对于奢侈品，品牌的作用至关重要。
破坏它是一种弥天大罪。
没有哪个品牌经理愿意将产地和品牌形象之间的关系搞错。
”活儿脏，点子棒SOL清洁公司是欧洲北部最令人向往的公司之一，走进它的总部SOL城，你会感觉就像走进了一个商业广场。
它坐落在赫尔辛基市中心一家翻新过的电影制片厂里，里面色彩炫烂、气氛喧闹，彰显着非凡的创造力。
商务英语Unit-12-参考答案
Unit 12 StrategyPart I Business V ocabularyDirections: There are 20 incomplete sentences in this part. For each sentence there are four choices marked A, B, C and D. Choose the ONE that best completes the sentence. Then mark the corresponding letter on the Answer Sheet with a single line through the center. This part totals 20 points, one point for each sentence.1 Your order is packed in cartons lined with ___C____________ material.A water-tightB water-provedC water-proofD water-proven2You may rest assured that the ______B_______ will be seaworthy.A packageB packingC packD packaging3We require the bicycles to be packed in a wooden case __C____ with soft materials.A fullB supportedC paddedD surrounded4 There is always a lot of ______B______ to attend to on a Monday morning.A lettersB correspondenceC communicationsD information5 We will pack the goods according to our usual practice if we do not hear from you __ B the contrary.A onB toC inD as6 The mass production C lower cost.A result fromB result onC results inD resulted with7 The overall D _____ of the case are 100cm×80cm×60cm.A volumeB weightC capacityD dimensions8 Please have the goods packed in strong packing, so as to prevent the case_____D____ damage.A inB out ofC outD from9 The notice given by the shipper after the shipment of the goods is called shippingC .A noticeB instructionC adviceD documents10 We hope that your customers will not object to A the goods in wooden case.A packingB packC wrapD wrapping11 Your body __C___ usually gives other people information about how you really feel.A looksB impressionC languageD relationship12 John and Jackson are business _____C________ and have arranged to meet at thesales conference.A representativesB customersC associatesD officers13 I’ve given the latest sales _____B_______ to our General Manager but he hasn’thad a chance to look at them yet.A amountsB figuresC volumeD facts14 Make sure that the addressee’s job ____A__________ is correct.A titleB styleC nameD type15 A well written letter always gives a good ______C________.A ideaB responseC impressionD point16 If you are __D___________ in attending, please let me know as soon as possible.A concernedB pleasedC wantedD interested17 You must _____A_______ your application by the end of the week.A submitB subdueC subscribeD subcontract18 We should ___B__ staff to maintain the no-smoking policy throughout thebuilding.A suggestB encourageC manageD discourage19 We are writing to _____D______ the arrangements we made with you.A conductB makeC confineD confirm20 I’ll put you _______C________ to the Sales Department.A overB offC throughD inPart II Phrase TranslationDirections: Directions: There are 20 Chinese phrases in this part. You are required to translate them into English and write down your translation on the Answer Sheet. This part totals 20 points, one point for each phrase.1 董事会board of directors2 工会代表union representatives3 合资企业Joint venture4 电影发行Film distribution5 经济运动an economy drive6 成本削减Cost cutting7 宗旨说明mission statements8 研究型公司a research-based company9 公司合并Company merger10 公司战略company strategy11 管理空缺Management opening12 管理团队Management team13 经销渠道Distribution channel14 并购acquisition15 商业伙伴Business partner16 发展态势development trend17 股东年度大会annual general meeting18 收购出价a takeover bid19 公司标志Company logo20 特许经营体制Franchising systemPart III Sentence TranslationDirections: There are 10 sentences in this part. You are required to translate them into Chinese and write down your translation on the Answer Sheet. This part totals 20 points, two points for each sentence.1.The takeover is the biggest made by a western pharmaceuticals producers in eastEurope.该收购是西方制药生产商在东欧的最大的一次收购。
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Best buys
best thing you have ever bought?” listen and write
down the things that each person mentions.
Speaker 1
Camera
Speaker 2 Train ticket to Brighton
see how it works f) to make a plan or drawing g) to increase sales by
advertising etc. h) to supply to shops,
companies, customers.
Listening A Five people were asked the questions, “What is the
5 Where does the fifth person plan to do? He plans to build a tree house for the children.
Reading The kiwifruit (or kiwi) is the edible berry of a
Launching a cultivar group of the woody vine Actinidia
flavor, and today is a commercial crop in several
countries.
Kiwi
Originally known as the Chinese Gooseberry, the fruit was renamed for export marketing
reasons in the 1950s; briefly to melonette, and
Kiwi
This fruit had a long history before it was commercialized as kiwifruit. When introduced to New Zealand by Isabel Fraser it was called yáng táo in China. People in New Zealand thought it had a gooseberry flavor and began to call it the Chinese gooseberry. New Zealand exported the fruit to the US in the 1950s. Among the exporters was the prominent produce company Turners and Growers, who were calling the berries melonettes, because the name Chinese gooseberry had political connotations due to the Cold War. An American importer, Norman Sondag of San Francisco, complained that melonettes was as bad as Chinese gooseberry because melons and berries were both subject to high import tariffs. In June 1959, during a meeting of Turners and Growers management in Auckland, Jack Turner suggested the name kiwifruit which was adopted and later became the industrywide name. Most New Zealand kiwifruit is now marketed under the brandname label Zespri which is trademarked by a marketing company in New Zealand, ZESPRI International. The brand also served to distinguish New Zealand kiwifruit from fruit produced by other countries.
then to kiwifruit. This latter name comes from the
kiwi — a flightless bird and New Zealand's
national symbol.
Reading Launching a new product
Gooseberry
In the end, all business operations can be reduced to three words: people, product and profits. Unless you've got a good team, you can't do much with the other two.
1. Siemens makes high-tech healthcare equipment among many other products.
2. Gore-Tex produces hard-wearing materials for outdoor clothes.
3. Habitat sells high-quality furniture.
2 Who did the second person meet? She met the love of her life on the train.
3 Why didn’t the third person have to buy a DVD player? Because he has bought some speakers and can now play DVDs on his computer.
C Do you agree or disagree with these statements? Give reasons for your answers. 1. Using animals to test new products is wrong. 2. Multinational companies which manufacture products in developing countries help the world economy. 3. Companies spend far too much on launching and promoting new products.
Speaker 3 Speakers for a computer
Speaker 4
Prada bag
Speaker 5
A tree
Listening B Listen again and answer these questions.
Best buys
1 What can the first person enjoy? With the camera, he can enjoy the memories of his travel and the people he’s met.
well
high
best
long hard
high
1. IBM manufactures ______-tech computer products.
2. Timberland makes a range of ______-wearing footwear.
3. Ferrari produces ______-quality sports cars.
ununeconomical unfashionable unreliable uncomfortable unpopular
inInexpensive
imImpractical
Vocabulary
Describing products
C Complete these sentences with the words from the box.
Starting up A Describing some of your favourite products. Why do you like them? What do they say about you?
B What product would you most like to own? Why?
new product deliciosa. The a is native to Shaanxi,
China.
The most common cultivars of kiwifruit are oval,
about the size of a large hen's egg. It has a
4. Coca-Cola and Pepsico both develop ______ selling soft drinks.
5. Duracell sells _____-lasting alkaline batteries.
6. Levi jeans are a _____-made clothing products.
Gooseberry fibrous, dull brown-green skin and bright green or
golden flesh with rows of small, black, edible
seeds. The fruit has a soft texture and a unique
Business is not just doing deals; business is having great products and providing tremendous service to customers.