Transcript Unit 18
Unit Eighteen Marketing Real Estate Words and Expressions Vocabulary promotion n （为推销商品而做的）广告宣 传，促销，推销活动 Key Structures Questions Reading dominant a 占优势的，统治的，支配的 mortgage n 抵押，抵押借款 feedback n 反馈，反应 burglary n 入室行窃 brochure n 小册子 English for Construction Project Management Unit Eighteen Marketing Real Estate flyer 单页广告（常夹在报纸中分 Vocabulary n 发），传单 Key Structures open house n 样板房 specific advertising 某一特定物业的广告 Questions name advertising Reading （公司）名称广告 institutional advertising 行业广告 classified advertising 分类广告 English for Construction Project Management Unit Eighteen Vocabulary Marketing Real Estate up-to-the-minute a 最新的，最近的 n 小册子 booklet Key Structures 房展 home show 等候室，候诊室 waiting room Questions motel n 汽车旅馆 Reading English for Construction Project Management Unit Eighteen Marketing Real Estate English-Chinese translation Vocabulary Key Structures 1. marketing real estate 房地产市场营销 2. real estate broker 房地产经纪人 3. specific advertising Questions 特定对象广告 4. name advertising 名称广告 Reading 5. institutional advertising 行业广告 English for Construction Project Management Unit Eighteen Marketing Real Estate Vocabulary 6. 无效合同 Key Structures 7. 分类广告 invalid contract Classified advertising 8. 广告媒体 Questions Reading 9. 样板房 10. 房展 Advertising Media open houses home shows English for Construction Project Management Unit Eighteen Marketing Real Estate Key Structures Vocabulary Marketing is the process of planning and executing the conception, pricing, promotion, Key Structures and distribution of ideas, goods and services to create exchanges that satisfy individual and Questions organizational objectives. Reading 本句中process of后的四个并列部分分别是：planning and executing the conception；pricing；promotion； 以及 distribution of ideas, goods and services. English for Construction Project Management Unit Eighteen Marketing Real Estate Vocabulary Key Structures 全句可译为：市场营销是计划并执行（营销） 理念、定价、促销以及传播想法、商品、服务 的过程，以满足个人和组织的交换需求。 Questions Reading English for Construction Project Management Unit Eighteen Vocabulary Marketing Real Estate The agent is trained to screen prospective buyers, whereas the homeowner selling on her own would be subject to visits of people who are Key Structures just looking or possibly even persons evaluating the house for future burglary. Questions 本句中，screen表示“筛选、挑选”；whereas表示转 Reading 折，为“然而，但是”之意；be subject to为“受支配， 从属于，常遭受…”等之意。 English for Construction Project Management Unit Eighteen Marketing Real Estate Vocabulary Key Structures Questions 全句可译为：房屋代理商对于如何筛选预 期购买人训练有素，而亲自卖房的个人业 主就要承受很多人来上门看房，而这些人 可能仅仅只是看看而已，甚至有的还是来 对房子估价以图今后入室行窃的。 Reading English for Construction Project Management Unit Eighteen Vocabulary Marketing Real Estate Since potential buyers are interested in up-to-the-minute information on available Key Structures property, the daily newspaper serves the broker well. Questions 本句中up-to-the-minute 表示“最新的，最近的”之 意。daily newspaper指“日报”。 Reading 全句可译为：由于潜在购房人关注的是房源的最新信 息，因此日报能很好地服务于经纪人的需要。 English for Construction Project Management Unit Eighteen Vocabulary Marketing Real Estate Some brokers maintain connections with a referral network of brokers in other cities to get contacts Key Structures Questions Reading with potential buyers before their families actually visit the community. 本句中，referral原指“提名，推举，被推举的人” 等，在此指房地产交易中的被介绍人。a referral network指房地产的房源信息网络。 全句可译为：一些房地产经纪人和其他城市房地产中 介咨询网保持着联系，以便潜在客户上门看房之前就 开始与他们进行接触。 English for Construction Project Management Unit Eighteen Marketing Real Estate Comprehension Exercises Vocabulary 1. Why are home owners who try to sell for themselves often not successful? Key Structures The dominant reasons that home sellers turn to real estate brokers rather than trying to sell their property on their own are that they need technical assistance and they are hesitant to take risks. Many have difficulty making a decision as to the Questions Reading price to ask and they want advice in preparing their homes for showing. English for Construction Project Management Unit Eighteen Vocabulary Key Marketing Real Estate 2. According to the research of real estate business, how many people among 6 come into contact with a broker in the buying process? Structures Research indicates that about five out of six home buyers come into contact with a broker in the buying process. Questions Reading English for Construction Project Management Unit Eighteen Vocabulary Marketing Real Estate 3. Which activities does the real estate promotion include? Key Structures Selling is aided by promotion, which includes activities such as advertising, public relations, Questions holding Reading open houses, and brochures or publications. English for Construction Project Management distributing Unit Eighteen Marketing Real Estate 4. Which are the kinds of advertising and Vocabulary what are their objectives respectively? Advertising can be classified as specific advertising, name Key Structures advertising, and institutional advertising. Specific advertising promotes individual parcels of real Questions estate or particular services. The objective is to sell or rent a specific property described in the ad or to secure customers Reading for the broker’s services. Specific advertising usually appears in newspapers, brochures, or flyers. English for Construction Project Management Unit Eighteen Vocabulary Key Structures Questions Reading Marketing Real Estate The second category is name advertising. The purpose of name advertising is to display the name of the firm before the public. This advertising aims to enhance the firm’s reputation and image in the eyes of potential home buyers or sellers. Institutional advertising aims to create a favorable public opinion toward the real estate brokerage business. It is intended to influence public opinion so that potential sellers or buyers will select a broker rather than sell or buy on their own. English for Construction Project Management Unit Eighteen Vocabulary Marketing Real Estate 5. What are the advertising media that suitable for real estate brokers? Newspapers are the most widely used medium Key Structures for advertising by real estate brokers. Other advertising media suitable for real Questions estate Reading brokers’ ads are magazines, radio, television, outdoor signs, booklets, home shows, and other displays. English for Construction Project Management Unit Eighteen bubble Marketing Real Estate Reading n Material 泡沫 Vocabulary Key Structures mortgage n v 抵押 bust n 萧条，破产，不景 气 monetary a 货币的，金融的 Questions engulf v fraud Reading foreclose n v 吞没 骗子，欺骗，诈欺 排除，取消抵押品的赎回 权 English for Construction Project Management Unit Eighteen Vocabulary securitization curb n n 证券化 抑制，束缚，勒马绳；边石，路缘 margin Key Marketing Real Estate n (时间，金钱)富余，利润， Structures 页边空白，边缘 prick Questions v quota Reading subprime 刺，穿，受责备 n. 扎，逗点，锥 配额，限额 n n 次优级抵押贷款 English for Construction Project Management