学生新编商务英语精读4_unit_1
精读4Unit1
•cut into : reduce , decrease work : produce, bring about, cause work a profound change in my personality 使我深受启迪，令我恍然大悟
•1、（line 86)“…the workers had no business settling for $5 and a few competitive bonuses…”
• L102~L105:
They kept carrying carton after carton from various corners of the house out the front door to curbside. I assumed their mother had enlisted them to remove junk for a trash pickup. 他们不停地将一个又一个的纸箱从房屋四处的角落搬出， 经过前门，送到人行道边。我以为他们的妈妈在指挥他们 清除破烂，好让垃圾车运走呢。
•3、(line 95) “…and a like amount for gifts…”
•Meaning: and a small amount of money ($40) for gifts •Like is used here as an adjective meaning “similar”
“ that normally are ……” 是定语从句，修饰 advertising inserts.) 翻译：我之所以受到指责，事情原来是这样：报业工人罢工，使 得急需人投送广告插页，这通常是夹在星期日的报纸里。
•L 28: “Piece of cake ! ” : something very easy to do 小菜一碟；
新编英语教程4-unit-1
1.About New Year’s Resolutions
B. Top Ten New Year’s Resolutions
• 1) Spend More Time with Family & Friends • 2) Fit in Fitness • 3) Tame the Bulge • 4) Quit Smoking • 5) Enjoy Life More • 6) Quit Drinking • 7) Get Out of Debt • 8) Learn Something New • 9) Help Others • 10) Get Organized
• b. A sincere compliment is worth its weight in gold.
• Practice: He complimented his wife.
• Reaction: Angry, annoyed
• c. Always encourage your child’s curiosity.
• a. Be spontaneous in showing affection.
• Practice: He sneak up on his wife and kissed her on the back of the neck.
• Reaction: His wife shrieked and dropped a cup.
command • 4) be about to—near future
4. Language points
• The use of over in the text
• 1) I tiptoed over and kissed her on the back of the neck. (L.8) • over adv.—across a distance or open space, either towards or away from sb/sth • 2) “What have you been doing over the holidays?” (L.33) • over prep.—during, in the course of (a period or an event) • 3) To ease the situation, I picked up her brand-new sweater from the floor
商务英语综合教程第四册Unit 1 Business Organizations
Notes of Text
1. Sole Proprietorship: a type of business entity that is owned and run by one individual and in which there is no legal distinction between the owner and the business 独资（经营） 2. Partnerships: A partnership is an arrangement where parties agree to cooperate to advance their mutual interests. 合伙人企业
must ________ the workers.
8. He ________ his political view on the radio.
9. ________ things you want to keep and throw everything else away.
10. However, its ________ is indefinite.
There are many ways of defining success. It is accurate to say that each of us has our own concept of success to the extent that each of us is responsible for setting our own goals and determining whether we have met these goals satisfactorily. Because each of us possesses unique differences in genetic ability and favorable environments in which to express these abilities, it is necessarily true that we must define success broadly.
新标准商务英语综合教程 4 Unit 1 (2)
➢ extravagance n. the practice of spending a lot of money, especially more than you should
➢ stringent adj. a stringent law, rule, standard etc. is very strict and must be obeyed ( 法
律、规则、标准等) 严格的
e.g. stringent air quality regulations 严格的空气质量管理条例
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Reading A
Business Knowledge Understanding the text
Language Work
Detailed Study of the
words
➢ complacency n. a feeling of satisfaction with a situation or with what you have achieved, so
e.g. Celebrating a promotion, I took her to a posh hotel for a cocktail. 为庆祝晋升，我带她去一家豪华酒店喝了一杯鸡尾酒。
➢ stiff adj. more severe or difficult than usual 艰难的, 激烈的
Language Work
Detailed Study of the Text
新标准商务英语综合教程 4 Unit 1 (3)
No wonder, then, that the boards of Mitsukoshi and Isetan, the country’s fourth- and fifth-largest department store
chains, laid plans for a merger that would create the country’s biggest retail group, with $14 billion in annual sales. The deal is
Prices of every purchase are added up automatically. When she has finished shopping, the customer hands her card to a cashier who 4 ___ it to the register. A second later the total pops out. Shop lifting is physically impossible.
One man is enough to keep the vending machines filled, because if the stock for a certain commodity is 7 ___ to run out, a red lamp in the computer room 8 ___ him or her. But there are disadvantages too: a customer cannot change his or her mind 9 ___ a purchase. Once 10 ___ , the item cannot be put back. The customer must go through a cashier with it first and get a refund later. There are also no fresh vegetables or fish on sale—everything is prepackaged.
大学核心商务英语读写教程4Unit 1 Business Education
大学核心商务英语读写教程4Unit 1 Business Education
Objectives
1
To know something about the
business education
2
To get familiar
with different type of business programs
3. Business terms
❖ 2. Internship
Internships may be part-time or full-time; typically they are part-time during the university year and full-time in the summer, and they typically last 6–12 weeks, but can be shorter or longer. Internship positions are available from businesses, government departments, non-profit groups and organizations. Due to strict labour laws, European internships are mostly unpaid. Interships are very popular to gain international exposure on one’s resume and for foreign language improvement.
It is very difficult to integrate into another culture.融 入另外一种文化很困难。
新编商务英语精读4答案
Unit 11.as well as2.expenditure3.has been exposed to4.maximum5.nuisance6.was restricted7.regulations 8.supplement9.is aiming to 10.tempt11. are subject to 12. to ensureDictationAdvertising is a message designed to promote a product, a service, or an idea. In everyday life, people come into contact with many kinds of advertising. Printed advertisements make up a large part of newspapers and magazines. Poster ads appear in streets, on buses and in subway stations. Commercials interrupt TV and radio programs.The purpose of most advertising is to sell products or services. Manufacturers advertise to try to persuade people to buy their products. Large business firms also use advertising to create a favorable "image" of their companies. Local businesses use it to gain new customers and increase sales. Advertising thus plays a key role in the competition among businesses for the consumer's dollar. In many businesses, the volume of sales depends largely on the amount of advertising done.VocabularyGuess the meaning of the following italicized words and expressions from the text.1. b2. a3. c4. c5. a6. b7. c8. a9. b 10. cTranslationI. Translate the following sentences into English, using the expressions in theparentheses.1.I reg ard that commercial as one of the worst I‘ve ever seen.2.In a commercial negotiation the negotiators must ensure the fundamental benefit of their company from being injured.3.In order to meet the needs of the international market, the factory is aiming at a 50% increase in production this year.4.In Britain, advertising on television is subject to various rules and regulations.5.These small businesses have benefited greatly from the fall in interest rates.6.The cassette tape is broken. Can you splice the ends together?7.Due to the massive absorption of foreign capital and advanced technology, the country has been transformed into a powerful industrial nation in only 20 years.8.After his painstaking management, the company ended up as one of the 500 best in the world.9.All the arrangements of the company were turned upside down by the sudden devaluation of U.S dollars.10.The new international agreement opens up the possibility of much greater co-operation against terrorism.II. Translate the following advertising sentences from English into Chinese:1.超越视觉感受——索尼！2.喝可口可乐，万事顺意！3.一朝品尝，一生钟爱。
大学英语精读第四册UnitOne课文介绍
⼤学英语精读第四册Unit One课⽂介绍 导语：我们都曾幻想⾃⼰有⼀⼤笔钱，下⾯是⼀篇讲述获得⼀⼤笔钱的简单⽅式的英语课⽂，欢迎⼤家学习。
Text Two college-age boys, unaware that making money usually involves hard work, are tempted by an advertisement that promises them an easy way to earn a lot of money. The boys soon learn that if something seems to good to be true, it probably is. BIG BUCKS THE EASY WAY John G. Hubbell "You ought to look into this," I suggested to our two college-age sons. "It might be a way to avoid the indignity of having to ask for money all the time." I handed them some magazines in a plastic bag someone bad hung on our doorknob. A message printed on the bag offered leisurely, lucrative work ("Big Bucks the Easy Way!") of delivering more such bags. "I don't mind the indignity," the older one answered. "I can live with it," his brother agreed. "But it pains me," I said，"to find that you both have been panhandling so long that it no longer embarrasses you." The boys said they would look into the magazine-delivery thing. Pleased, I left town on a business trip. By midnight I was comfortably settled in a hotel room far from home. The phone rang. It was my wife. She wanted to know how my day had gone. "Great!" I enthused. "How was your day?" I inquired. "Super!" She snapped. "Just super! And it's only getting started. Another truck just pulled up out front." "Another truck?" "The third one this evening. The first delivered four thousand Montgomery Wards. The second brought four thousand Sears, Roebucks. I don't know what this one has, but I'm sure it will be four thousand of something. Since you are responsible, I thought you might like to know what's happening. What I was being blamed for, it turned out, was a newspaper strike which made it necessary to hand-deliver the advertising inserts that normally are included with the Sunday paper. The company had promised our boys $600 for delivering these inserts to 4,000 houses by Sunday morning. "Piece of cake!" our older college son had shouted. " Six hundred bucks!" His brother had echoed, "And we can do the job in two hours!" "Both the Sears and Ward ads are four newspaper-size pages," my wife informed me. "There are thirty-two thousand pages of advertising on our porch. Even as we speak, two big guys are carrying armloads of paper up the walk. What do we do about all this?" "Just tell the boys to get busy," I instructed. "They're college men. They'll do what they have to do." At noon the following day I returned to the hotel and found an urgent message to telephone my wife. Her voice was unnaturally high and quavering. There had been several more truckloads of ad inserts. "They're for department stores, dime stores, drugstores, grocery stores, auto stores and so on. Some are whole magazine sections. We have hundreds of thousands, maybe millions, of pages of advertising here! They are crammed wall-to-wall all through the house in stacks taller than your oldest son. There's only enough room for people to walk in, take one each of the eleven inserts, roll them together, slip a rubber band around them and slide them into a plastic bag. We have enough plastic bags to supply every takeout restaurant in America!" Her voice kept rising, as if working its way out of the range of the human ear. "All this must be delivered by seven o'clock Sunday morning." "Well, you had better get those guys banding and sliding as fast as they can, and I'll talk to you later. Got a lunch date. When I returned, there was another urgent call from my wife. "Did you have a nice lunch?" she asked sweetly. I had had a marvelous steak, but knew better by now than to say so. "Awful," I reported. "Some sort of sour fish. Eel, I think." "Good. Your college sons have hired their younger brothers and sisters and a couple of neighborhood children to help for five dollars each. Assembly lines have been set up. In the language of diplomacy, there is 'movement.'" "That's encouraging." "No, it's not," she corrected. "It's very discouraging. They're been as it for hours. Plastic bags have been filled and piled to the ceiling, but all this hasn't made a dent, not a dent, in the situation! It's almost as if the inserts keep reproducing themselves!" "Another thing," she continued. "Your college sons must learn that one does not get the best out of employees by threatening them with bodily harm. Obtaining an audience with son NO. 1, I snarled, "I'll kill you if threaten one of those kids again! Idiot! You should be offering a bonus of a dollar every hour to the worker who fills the most bags. "But that would cut into our profit," he suggested. "There won't be any profit unless those kids enable you to make all the deliveries on time. If they don't, you two will have to remove all that paper by yourselves. And there will be no eating or sleeping until it is removed." There was a short, thoughtful silence. Then he said, "Dad, you have just worked a profound change in my personality." "Do it!" "Yes, sir!" By the following evening, there was much for my wife to report. The bonus program had worked until someone demanded to see the color of cash. Then some activist on the work force claimed that the workers had no business settling for $5 and a few competitive bonuses while the bossed collected hundreds of dollars each. The organizer had declared that all the workers were entitled to $5 per hour! They would not work another minute until the bosses agreed. The strike lasted less than two hours. In mediation, the parties agreed on $2 per hour. Gradually, the huge stacks began to shrink. As it turned out, the job was completed three hours before Sunday's 7 a.m. deadline. By the time I arrived home, the boys had already settled their accounts: $150 in labor costs, $40 for gasoline, and a like amount for gifts—boxes of candy for saintly neighbors who had volunteered station wagons and help in delivery and dozen roses for their mother. This left them with $185 each — about two-thirds the minimum wage for the 91 hours they worked. Still, it was "enough", as one of them put it, to enable them to "avoid indignity" for quite a while. All went well for some weeks. Then one Saturday morning my attention was drawn to the odd goings-on of our two youngest sons. They kept carrying carton after carton from various corners of the house out the front door to curbside. I assumed their mother had enlisted them to remove junk for a trash pickup. Then I overheard them discussing finances. "Geez, we're going to make a lot of money!" "We're going to be rich!" Investigation revealed that they were offering " for sale or rent" our entire library. "No! No!" I cried. "You can't sell our books!" "Geez, Dad, we thought you were done with them!" "You're never 'done' with books," I tried to explain. "Sure you are. You read them, and you're done with them. That's it. Then you might as well make a little money from them. We wanted to avoid the indignity of having to ask you for……" New Words buck n. (sl.) U.S. dollar plastic a. 塑料的 n. (pl) 塑料 doorknob n. 门把⼿ leisurely a. unhurried 从容的，慢慢的 leisure n. free time 空闲时间，闲暇 lucrative a. profitable 有利的;赚钱的 pain vt. cause pain to panhandle vi. (AmE) beg. esp. on the streets delivery n. delivering (of letters, goods, etc.)投递;送交 enthuse vi. show enthusiasm inquire vt. ask super a. (colloq.) wonderful, splendid; excellent snap vt. say(sth.) sharply 厉声说 insert n. 插页 normally ad. in the usual conditions; ordinarily 通常 company n. 公司 echo vt. say or do what another person says or does; repeat 附和;重复 ad n. (short for) advertisement inform vt. tell; give information 告知 porch n. (AmE) veranda 门廊 armload n. as much as one arm or both arms can hold; armful walk n. a path specially arranged or paved for walking ⼈⾏道 unnaturally ad. in an unnatural way 不⾃然地 quaver vi. (of the voice or sound) shake; tremble 颤抖 truckload n. as much or as many as a truck can carry department store n. store selling many different kinds of goods in separate departments 百货公司 dime n. coin of U.S. and Canada worth ten cents dime store n. (AmE) a store selling a large variety of low-priced articles; variety store 廉价商品店;⼩商⼝店 drugstore。
现代大学英语精读4UNIT1翻译及课后答案
UNIT1思考作为一种嗜好当我还是个孩子的时候，我就得出了思考分三种等级的结论。
后来思考成了嗜好，我进而得出了一个更加离奇的结论，那就是：我自己根本不会思考。
第一个把思考这个问题带到我面前的是我文法学校的校长。
他的办公室里有一些小雕像。
就在他书桌后面一个高高的橱柜上面。
其中一位女士除了一条浴巾外一丝不挂。
她好象被永远地冻结在对浴巾再往下滑的恐惧中了。
而不幸的是她没有手臂，所以无法把浴巾拉上来。
在她的身边蜷伏着一头美洲豹，好象随时都会往下跳到档案橱柜最上层的抽屉上去。
在豹子的另一边端坐着一个健硕的裸体男子，他手肘支在膝头，手握拳托着腮帮子，全然一副痛苦不堪的样子。
过了一些时候，我对这些雕像有了一些了解。
才知道校长把它们放在正对着犯错的孩子的位置是因为对校长来说这些雕像象征着整个生命。
那位裸体的女士是维纳丝。
她象征着爱。
她不是在为浴巾担心，而是忙着显示美丽。
美洲豹象征着自然，它在那里显得很自然而已。
那位健硕的裸体男子并不痛苦，他是洛丁的思索者，一个纯粹思索的象征。
我想我得解释一下，我是校长办公室的常客，为我最近做过或者没做的事情。
用现在的话来说我是不堪教化的。
甚至还不如说，我是顽劣不羁，头脑迷糊的。
每次在校长桌前接受处罚，那些雕像在他上方白晃晃地耀眼时，我就会垂下头，在身后紧扣双手，两只鞋不停地蹭来蹭去。
校长看着我然后说，“我们该拿你怎么办呢？”哦，他们要拿我怎么办呢？我盯着旧地毯更狠命地蹂躏我的鞋。
“抬起头来，孩子！你就不能抬起头来吗？”然后我就会抬起头来看橱柜，看着裸体女士被冻结在恐惧中，健硕的男子无限忧郁地凝视着猎豹的后腿。
我跟校长没什么好说的。
他的镜片反光，所以我看不到镜片后面有什么人性的东西，所以没有交流的可能。
“你从来都不动脑筋思考的吗？”不，我不思考，刚才没思考，也不会思考——我只是在痛苦地等待接见结束。
“那你最好学一学 —— 你学了吗？”有一次，校长跳起身来伸手取下洛丁的杰作重重地放在我面前的桌上。
大学英语精读第四册第一单元课件[1]
Before Reading
Global Reading
Detailed Reading
After Reading
Size: It has more than 500 retail stores and 700 catalog stores across the USA. Rank: It ranks as the second largest mail-order firm in the world. Important Events: 1) In 1872, the nation’s first mail-order house was established, providing merchandise for a largely agricultural market. 2) In 1926, the first retail store was established. 3) On August 2, 1985, the first mail-order catalog in the United States, the Montgomery Ward & Company catalog, which began in 1872, was discontinued due to increasing costs.
The father persuades boys to get a job. The boys get a job to hand-deliver ads because of a newspaper strike. The boys get into a difficult situation.
■
Before Reading
Global Reading
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What is advertising?
Advertising is attempting to influence the buying behavior of your customers or clients by providing a persuasive selling message about your products and/or services.
at the existing level) To launch a new product
What to advertise?
• In general, there are really only two kinds of effective advertising message: - Firstly, does the business/product have a Unique Selling Proposition (“USP”) “A unique selling proposition is a customer benefit that no other product can claim” - Secondly, does the thing that is being advertised “add value” and if so, how? For example, advertising for washing powders will focus on the “added value” created by whitening agents or the fact that a particular formulation will last longer than the competition.
• behavior advertising行为广告 • cognitive advertising认知广告
Classification of Advertising
• B.按目标群体划分
• consumer advertising消费者广告 • business advertising业务广告
• C.按目标区域划分
• local advertising地方广告 • national advertising全国广告 • international advertising国际广告
Classification of Advertising
• D.按传播媒介划分
print advertising印刷广告 electronic advertising电子广告 out-of-home/outdoor advertising户 外广告 post advertising直邮广告
Advertising Personal selling
Publicity Sales promotion
Customer
Cost
Convenience Communication
Unit 1 Advertisement
Reading one: 1. Pre-reading activities 2. Read the text and discuss questions 3. Words and Expression • Key language points • Difficult sentences • Exercises 4. Post-Reading
Differences among Advertise, Advertising and Advertisement
• Advertise: v.意为在报纸、广播、电视上为产品等做
广告. Eg: Manufactures advertise product that they wish to sell. 制造 商为他们想销售的产品做广告。
Advertising Components and Features
• 3. Advertising fees New products tend to need a larger advertising
budget to help build awareness and to encourage consumers to try the product. A product that is highly differentiated may also need more advertising to help set it apart from the competition - emphasizing the points of difference. However setting the advertising budget is not a easy job- how can a business predict the right amount to spend. Which parts of the advertising campaign will work best and which will have relatively little effect?
• Reflect on some ads • Discuss questions • 1.What are the elements of advertisement?
What’s the purpose of advertising? What are the features of ads? 2. What do you think makes a good ad? 3. What’s your favorites advertisement? Describe it and tell why you like it. 4. How does the Internet differ from other conventional advertising media?
Media are the means of the dissemination of advertising
1. Newspaper 2. broadcast 3. Magazine 4. TV program 5. Mail 6. Billboard
1-4 are called the four main media of advertising.
What is advertising?
• Advertising is intended to persuade and to inform. The two basic aspects of advertising are the message (what you want your communication to say ) and the medium (how you get your message across).
Product Mix
Brand name Packages
Functionality warranty
Price Mix
Discount Bundling
Price Flexibility
Place Mix
Channel of distribution Inventory Management
Promotion Mix
Business English Intensive Reading
Unit One Advertising
本课程在专业建设与人才培养中的地位
课程类别及性质
通识教育课程平台 学科基础课程平台
专业课程平台
集中性实践教学平台 合计
公共必修课程模块 公共选修课程模块
必修 专业必修课程模块
专业任选课程模 块
• Advertising: v-ing. 广告，广告业（不可数,较抽象）
Eg. Informative advertising, persuasive advertising, advertising campaign • Advertisement: n. 广告本身，比如报纸上、电视里看 到的广告实体 (可数，较具体) Eg. display advertisement, classified advertisement
为泡泡糖做的杂志内页立体式广告
在前往飞机场或离开飞机场的大巴上，有一些特殊的拉手。说 到特殊，那是因为它作为一个很常见的广告载体却能够让上面 的广告与受众产生互动。就IWC这款飞行员手表，当乘客使用 这个拉手的时候就像是佩戴了IWC的飞行员手表。
Pre-reading activities
广告定义众说纷论
• 概念美国《广告时代周刊》在1932公开征求的广告定 义： 个人、商品、劳务、运动，以印刷、书写、口述或 图画 为表现方法，由广告者出费用作公开宣传，以促成销售、 使用、投票或赞成为目的活动。
• ● 英国《简明不列颠百科全书》对广告的解释：广告是传 播信息的一种方式，其目的在于推销商品、劳务、影响舆 论，博得政治支持，推进一种事业或引起刊登广告者所希 望的其他反应。
720+138 356+18+6周
162 396
216 172+62+54
41周
2137+472+54 +52周
2199+ຫໍສະໝຸດ 10+52周辅修专业 24.5
课程性质与教学目标
• 《高等学校商务英语专业本科教学要求》 （试行）把商务英语定义为：在经济全 球化环境下，围绕贸易，投资展开的各 种经济，公务和社会活动所使用的语言， 具体包括贸易，管理，金融， 营销，旅 游，新闻，法律等。
Advertising Components and Features
• I. Advertiser（广告主）
---- the main body of advertising • The advertiser is the sender of information