Transcript Teaching Courseware

Teaching Courseware:
New Business English
Intensive Reading
Book One
A
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Unit Two --- Reading I
Marketing and Promotion
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Warm--up
Text
Translation
Notes
New Words
Examples
Exercises
Extended Activities
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Examples
1. market potential: 市场潜力
2. feasible a. 可行的
e.g. a feasible solution
Now that we have the extra resources, the scheme seems
politically / financially / technically feasible.
It’s quite feasible that we’ll get the money.
Feasibility (可行性) is the noun form of feasible.
3. to see if / what: 发现;认定
e.g. I’ll call him and see how the job interview went.
She went outside to see what was happening
I’ve just come to see if you want to go out for a drink.
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4. in other words: 换言之;那就是说
e.g. Your performance in the exam did not reach the required demand,
in other words, you failed.
5. viable a. 切实可行的 synonym: feasible
e.g. The scheme is not economically viable.
viability n.
e.g. commercial viability 商业上的可行性
the long-term financial viability of the company 公司的长期财政活力
6. exhibit vt. 展览
e.g. Her paintings were exhibited at a gallery.
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7. assess vt. 评定，评价， 估价，估计
e.g. He’s so lazy that it’s difficult to assess his ability.
It’s too early to assess the effects of the new law.
They assess the value of the house at $60,000.
synonym: evaluate
8. stand n. 售货的亭子 / 摊位或者柜台
e.g. a hotdog stand
an exhibition stand
9. sample n. 样品
e.g. samples of a new shampoo
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10. trade fair: 贸易展销会;商品交易会
Fair can also mean a gathering held at a specified time
and place for the buying and selling of goods; a market
or an exhibition, as of farm products or manufactured
goods, usually accompanied by various competitions
and entertainments. (博览会,通常带有竞争性和娱乐性.)
11. representative n. (公司) 代理人
e.g. The role of the sales representative is extremely
important in the organization’s overall sales effort.
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12. prospective customer: 潜在的客户
13. publicity n. 宣传
e.g. We have planned an exciting publicity campaign with our
advertisers.
publicity n. 宣传; 宣扬
propaganda n. ( 贬义词 )尤指政府为了影响民意而进行的宣传
e.g. We will hold a big publicity campaign to highlight the
dangers of smoking .
Their speeches have been exposed as pure propaganda.
Therefore, the Chinese expression 宣传部 should not be translated
into “Propaganda Department”, instead, a proper translation should
be “Publicity Department 宣传部”.
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14. hand out: 分发; 散发展
e.g. Hand out the books to everyone in the classroom.
He’s very good at handing out advice !
“handout” : 发给出席讲座等的听众的印刷品;讲义
15. 辨析 brochure, booklet & catalogue
brochure n. 小册子,常包括推销材料或产品信息.
booklet n. 小册子
e.g. We bought a booklet about the castle城堡 from the tourist
office.
catalogue n. 商品目录
e.g. a mail order catalogue;
an online catalogue
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16. press conference: (产品的)新闻发布会
17. promote vt.
promotion n.
1) 提升
e.g. My daughter’s just been promoted.
The young army officer was promoted to the rank of captain.
They promoted him captain.
2) 推销 (货物)
e.g. They staged a big advertising campaign to promote their
new product.
3) 促进;增进;推动
e.g. Milk promotes health.
We must make new efforts to promote human peace and
development.
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18. model n. 产品型号或款式
e.g. a luxury /new model
19. make up
1) 形成;组成;构成
e.g. Farming and mining make up most of the country’s industry.
2) 虚构;捏造
e.g. He made up an excuse for his being late.
3) 化装
e.g. She never goes out without making herself up first.
“Make-up”化妆;化妆品 is the noun form, which means the powder,
paint, etc. worn on the face, either by actors or for improving one’s
appearance.
Therefore, we have the following phrases:
eye make-up 眼影; stage make-up 舞台化妆.
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20. display vt. 呈现; 展示
e.g. Why don’t you display your ad on the notice board where
everyone can see it?
The permit许可证 should be clearly displayed in the front
window.
21. for short: 简略为; 简称
e.g. My name is David ,or Dave for short.
A similar phrase containing “short” is in short (简而言之), which
means “ to put it into as few words as possible”,
e.g. This is our most disastrous and embarrassing defeat ever;
in short, a fiasco ( 惨败).
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22. campaign n. 以达到某一目的而采取的一项或一系列活动
e.g. an advertising campaign for a new product
23. “an advertisement campaign on a new product”:
Here “on” means “affecting / relating to “(关于)”
e.g. a book on China
new evidence on the matter
24. (be) known as / to be : 以……而闻名
e.g. Hangzhou and Suzhou are known as paradise on earth
China is known to be a populous country.
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25. 辨析customer and client
A customer is a person who buys goods or a service.
e.g. Mrs. Low can’t come to the phone—she’s serving a
customer.
Mrs. Wilson is one of our regular customers.
A client is a person who receives services; so if you are paying
for services, for example, from a lawyer or a bank, you are a client.
e.g. Mr. Black has been a client of this from many years.
26. as …as possible:
e.g. as soon as possible
as many as possible
as simple as possible
as early as possible
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27. order n. 订单
e.g. Can I take you now or would you like to have a drink
first?
I would like to place (=make) an order for a large pine
table.
order v.订货,下订单
e.g. Are you ready to order, or would you like to look at
the menu for a little longer?
28. delivery (of goods) n. : transport of goods to a
customer’s address. 交货
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29. replacement n. 代替者,替换物
e.g. We are out of stock and waiting for replacement.我
们现无存货,正等待进新货.
30. spare parts: 备件
31. component n. 元件,部件
e.g. These companies make electronic components for
computer products.
32. service v. 维修;保养
e.g. I’m having the car serviced next week.
33. machinery (总称 )机器
e.g. New machinery is being installed in the factory.
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34. 辨析 affect and effect
“affect” is a verb动词, meaning “ to have an influence on”,
while “effect” is usually a noun名词 , meaning “ the result of a
particular influence”.
e.g. The divorce affected every aspect of her life .
The team’s performance was affected by the rain.
I think all the worry has affected my brain!
The disease only affects cattle.
I was deeply affected by the film.
Government policy will not affect us / will not have any effect
on us.
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Exercises
Ⅰ. Read the text carefully again and discuss the following questions.
Ⅱ.Choose the best answer to complete the following sentences.
Ⅲ.Give the English words or phrases according to the meanings
provided.
Ⅳ. Put the following words expressions from the text in the blanks to
complete the sentences. Make changes where necessary.
Ⅴ. Rewrite the following sentences and replace the underlined words
with appropriate words or phrases from the text.
Ⅵ. Word study: For each of the following clues, use the given prompts to
produce sentences in the same way as shown in the model.
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1. What does a company often do when it lands on a
new market?
The key comes from Paragraph 1:
They often do some market research or preliminary
study to see if the project is feasible.
2. What is the purpose of doing market research?
The key comes from Paragraph 1:
To see if the project is feasible, or to see if they will
make money by selling in the new market, or to see if
the product is viable.
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3. What does a company exhibit at a trade fair?
The key comes from Paragraph 2:
Samples of their products.
4. Why does a company exhibit its goods at a trade fair?
The key comes from Paragraph 2:
The company can exhibit some samples of their products, see
what response they get from prospective customers and the trade
fair is also a form of publicity.
5. What will company representatives probably do to further
promote their products?
The key comes from Paragraph 2:
Hand out publicity brochures to promote the product further.
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6. What will companies do if they want to promote a particular
model or range?
The key comes from Paragraph 2:
Hold a press conference.
7. What does launching a product mean?
The key comes from Paragraph 3:
Starting an advertising campaign on a new product is known
as launching the product.
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8. What does a client usually want to know before placing
an order?
The key comes from Paragraph 4:
Make inquiries about the products. They want know many
things--- how long delivery takes, whether the company
can supply replacements and spare parts, what the aftersales service is like, etc.
9. What will directly affect a company’s sales performance?
The key comes from Paragraph 4:
Whether a company can provide good after-sales service
or not may directly affect the sales of its products.
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10. How do companies usually promote or publicize a new
product?
The key comes from Paragraph2--- 4:
To take a stand at a trade fair; to hand out publicity brochures;
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to hold a press conference or have some reports about
products; to place advertisements in magazines or
newspapers or on TV or Internet; to take a lot of advertising
campaigns with colored background, attractive music,
entertainment or performance or model show; to answer
questions well or promise a good after-sales; to provide a
chance to use freely or send something as a gift; to give a
discount; to have receptions or parties; to help the people in
troubles or contribute to our society or motherland, etc.
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4. Promotion aims to ________.
a. further publicize a product
b. raise customers’ interest in a product
c. make full use of the market potential
d. offer lower price and better service to customers
5.______ is (are) usually displayed in a company’s catalogue.
a. The company’s profile
b. The company’s structure
c. The company ‘s product rang
d. The company’s promotion activities
Key: a. b. a. b. c
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3. Before a client places an order he or she wants to know
all of the following BUT________.
a. whether the company will exhibit its products at a
trade fair
b. whether the company can supply replacements and
spare parts
c. whether the company can deliver the ordered product
promptly
d. whether the company can provide necessary
maintenance or servicing
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4. Promotion aims to ________.
a. further publicize a product
b. raise customers’ interest in a product
c. make full use of the market potential
d. offer lower price and better service to customers
5.______ is (are) usually displayed in a company’s catalogue.
a. The company’s profile
b. The company’s structure
c. The company ‘s product rang
d. The company’s promotion activities
Key: a. b. a. b. c
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1. client 客户a person with whom business is done or a
person who pays for a service
2. promote 推销, 推广 to increase the sales (of a new product)
by publicity, sales campaigns, TV commercials or free gifts
3. catalogue目录 a list of places, names, objects, goods, etc.
4. delivery 递送, 运送 the act of taking or giving something to
someone, or the things taken or given
5. market 市场 a building, square or open place where people
meet to buy and sell goods.
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6. launch 推出(新产品) to put (a new product) on the market
(usually spending money on advertising it )
7. company 公司 an organization made up of people who work
together for the purpose of business or trade
8. range 系列 a set of different objects of the same kind
9. after-sales service 售后服务 service of a product carried out by
the seller for the buyer
10. campaign (宣传或销售某商品的) 活动 a series of planned
activities with a particular commercial aim
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