体验商务综合英语4unit4success

⼤学体验英语视听说教程4unite4⽂本与答案Unit 4 Secrets to Win the Chinese MarketLesson OneVideo StudioTask 1 Matching & Predictingin terms of similar tolay out tend tonothing more than1. So what I wanted to do is sort of lay out all the China rookie mistakes that people make.2. Guanxi is really nothing more than your network or you connections.3. T here’s gonna to be differences in terms of whether it is in the north or in the south, or in the west, or in the east.4. If you are doing business from a corporate setting, a lot of the people tend to be in these first tier cities.5. The way of doing business from a corporate setting in the first tier city is going to be very similar to what you are gonna see on the international stage.Task 2Bridging the GapTask 3.1.Where East Eats West is for the person who spends most of his time in the boardroom. Correction: It is for the person who is on the ground and in the trenches.2.For a lot of foreigners coming to China, they overestimate the concept like “face” or guanxi. Correction: They underestimate the concept like “face” or guanxi.3.Chinese market is only diversified in terms of three tiers.Correction: It is also diversified in terms of its geographic location.4.No foreign companies ever venture into the third tier cities of China.Correction: Some companies are venturing into the third tier cities of China.5.Sam Goodman believes it is critical for foreign entrepreneurs to speak Mandarin if they do business in China.Correction: He thinks it depends.Lesson TwoVideo StudioTask 1 Matching & Predictingadd to base on be in consistent withon paper be respectful of1.We don’t want to do anything that would be inconsistent with how people would view anoutsider.2.I was talking about coming to China, and being respectful of the heritage here.3.I would say it’s a premium product and a premium price, based on what it is we deliver to theconsumer.4.And have you ever thought of adding a tea chain to your business? Starbucks tea.5. A few years back, I had the brilliant idea that we should publish our own magazine, and, youknow, on paper it looked like a great opportunity.Task 2 Bridging the GapChinese coffeefeel thereexperience in the Starbucks store.Localization Strategiesof Starbucks in ChinaTask 3 Checking Your Comprehension1.Who reported that Starbucks was being disrespectful of the history and culture of China?Answer:A local blogger.2.Where is the audience from?Answer:The China Europe International Business School.3.How much does tea contribute to Starbucks sales in the past 30 years?Answer:Less than 1%.4.Which product did Starbucks once invest but proved to be a total failure?Answer:The Starbucks magazine.5.How does the Chairman look at Starbucks’ success?Answer:It is not an entitlement and it has to be earned.Home ListeningIt sounds like Mission Impossible: Sell coffee to China’s tea drinkers. Starbucks’ solution is to select high-profile locations on the 1) busiest streets, where stores are sure to seduce the see-and-be-seen set.As Starbucks 2) launches an aggressive expansion in China, a coffee frontier steeped in nearly 5,000 years of tea. The goal: to build hip hang-outs that tap into a new taste for China’s 3) emerging middle class.Starbucks China doesn’t plan any advertising, 4) promotions, or other marketing strategies,aside from sponsoring an on-line coffee club and the occasional office-tower coffee tasting. Instead, the company is counting on selecting such high-visibility, high-traffic cafe locations that they market themselves. Its main advertising 5) medium is the store itself.Yet Starbucks faces an uphill battle. Local media reported that 70% of people they surveyed would rather not see the chain in Beijing’s 6) Forbidden City. And even for middle-class Chinese, Starbucks is a 7) barely affordable luxury. While retailers say a top marketing weapon in urban China is to charge more for public 8) consumption. That’s because Chinese customers have different priorities than their American yuppie counterparts. Guys 40 years old are not coffee drinkers, 9) but if the environment is good and the coffee is not bad, they’ll come back. The store layout, artwork and food options make Starbucks more friendly to Chinese eyes, but coffee remains the core offering and people don’t go there for the coffee. They go there to 10) present themselves as modern Chinese in a public setting.。

体验商务英语4答案【篇一：体验商务英语综合教程4 课本答案】txt>1—5: a a a a aunit 3p23 vocabularyapositive meaning: build up, cement, develop, encourage, establish, improve, maintain, promote, restore, resume, strengthen negative meaning: the rest！！！！！bvery badvery good stormy strained coolamicable friendly close excellentc1—5: e d b a ep26 languageaa---j: 9 3 2 4 8 1 5 7 10 6b1—5 get on count on build up hold on to put(it) off 6—10 sounded out let(us)down set up draw up call(it)offunit 4 p33language review1—4: present simple past simple present continuous present perfect p34vocabulary c1—5: overtook outstripped outbid outvote outmaneuvered 6—10: outnumber overbookedoverran overcharged oversubscribedp40vocabularya 2—4: eb f h 6—8: gc db 1. satisfied dissatisfied satisfaction 2. motivating motivated motivation 3. fulfillment fulfilledunfulfilled 4. inspiring inspiration uninspiring 5. frustration frustrating frustratedp42 language reviewa 1—4: c e hb 5—8: d g a fb 1—4: have been conducted be perceived are entered were given5—7: were paid were paid is reducedunit 6 p50aweak moderate strong a bit fairly entirely slightlyincreasingly exceptionally moderately highly reasonably totally quite very rather extremely somewhat b1. exceptionally, extremely, very2. exceptionally, entirely, highly, totally, very3. fairly, moderately, quite, rather, somewhat4. entirely, totally5. fairly, moderately, quite, reasonablyunit 7p58 language reviewa (先为所有单词排序，从左至右为a到f)a promiseb invitation/requestc speculating about the futured bargaining 1—6:ef a c d 7—12: c b a/d f e b中的requestp62 adjective 1 persuasive2 coherentarticulateeloquent3 inhibited hesitant4 succinct5 lucid6 responsible7 fluent1. fluent2. articulate3. lucid4. inhibited5. succinct6. responsiblep63 reading1—5: b c d c b 6—10: d b c d bp64 reading1—7: c b c d c c ap64 multi-word verbs1.去掉off2.去掉about3.全对4. 去掉for5. 去掉onp65 prefixes1—4: underperforming overestimated outbid outsource 5—8: undercharged overextended outmaneuvered overrunpassives1. promotion改为promoted2. isolating改为 isolated3. were改为 was4. discussion改为 discussed5. love改为loved6. motivating改为motivated7. be改为being8. assess改为assessedtactful and less~~~~1 c,j 2. a,d 3. b,h 4. e,f 5.g,iintensifying adverbs 1—7：b a e f g d cconditionals1—5:b c b a c 6—12:c a b b c a creading1—7: c b b a c d aunit8p69 vocabulary a1-5 b b c a c b6-12 b b a c a b bb1. ex-president2. bilateral3. predicted4. pro-european5. underdeveloped6. mismanagement7. dishonest cuncommunicative indecisiveinefficient unenthusiastic inflexibleunfocussed unimaginativedisloyal disorganized unpopularimpracticalunsociable unstableintolerantp72 language review a1-8 no yes yes no nonot sure not sureno b1. should2. might or could3. correct4. must5. correct6. correct7. must8. shouldunit 10p88 language review b 1—4: b a d cunit 11p96 language review b1. far2. much3. nowhere near as （远不及）4. slightly5. substantial6. nothing likeunit 12p101 vocabularyd1-6 dcabfep104 language review a 3.empty subjectthe royal mail report peoplejohn nicholsonthe reason women don’t like to work for other women the reason women don’t like to work for other women the situation of giving work to other women try to assert themselves by giving menial tasksb1-7 them they it they we their they【篇二：体验商务英语综合教程 unit_4 答案】lass=txt>part 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 thesentence. 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.c1 outdoor advertising is one of the fastest growing_______________ in the market.a marketsb sectionsc segmentsd sectorsd2 the world of outdoor advertising billboards, transport and ‘street furniture’ is ______ about $18 billion a year, just 6% of all the world’s spending on advertising.a worthwhileb worthyc valuedd worthc3 the soaring costs of tv are ______________ clients to consider alternatives.a makingb drivingc promptingd lettinga4 bmw ran a ‘teasers’ campaign in britain on bus shelters.a exclusivelyb largelyc greatlyd inclusivelyc5 placing an ad on a bus shelter for two weeks________________ at about ￡90.a works onb works awayc works outd calculatesd6 we are facing a ________________ with our market share. what are we going to do about it?a promotionb salec orderd crisisa7 focus, a large advertising agency based in paris, has a reputation for creating imaginative and ____________ campaigns.a effectiveb efficientc effectd efficaciousc8 focus now needs to ________________ potential clients that it still has plenty of creative ideas to offer.a ensureb assurec convinced persuadeb9 focus has been asked to _________________ ideas for advertising campaigns to managements of the companies concerned.a offerb presentc supplyd furnisha placeb sitec visitd resortb11 thank you for the above order ______________ our bicycles.a ofb forc byd againstc12 it is stipulated in our sales confirmation no. 2007021____________ the 5,000bicycles you ordered are to be shipped in two equal lots in march and april 2007.a whichb wherec thatd whata13 you requested that 80% of the bicycles ____________ in march and the balancein april.a be shippedb shippedc to shipd have been shippedc14 although we have the quantity ______________ stock, it is too late for us to ship80% of your order in march.a fromb forc ind atd15 we have received your letter of 28 march, ___________ us to modify theprevious arrangements for the shipment of the captioned order.a askedb to askc being asked d askinga16 you now wish to advance the date of shipment____________ one month.a byb toc ford ata17 in the circumstances, we regret ___________unable to meet your request.a to beb beingc bed having beena18 in this case, you must _____________ the additional charges.a bearb have bornec to beard bearingd19 please take the above ____________ account and let us know your decision assoon as possible.a tob forc byd intob20 we are pleased to inform you that the captioned order_____________ nowbeen dispatched.a haveb hasc ared ispart iiphrase 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 竞争对手产品competitors’ products2 隐性广告subliminal advertising 3 广告媒体advertising media4 体育赞助sports sponsorship5 免费样品free sample6 广告标语advertising slogan7 大众媒体mass media8 售点展示point-of-sale display9 户外广告outdoor advertising10 大众市场mass-market11 电视黄金时段栏目广告 prime-time tv slot12 市场份额market share13 街道设施street furniture14 公交车候车亭bus shelter15 金融服务financial service16 营销组合marketing mix17 公共关系public relations18 广告宣传活动advertising campaign 19 价格促销price promotion20 潜在客户potential clientpart 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 world of outdoor advertising billboards, transport and ‘street furniture’ isworth about $18 billion a year, just 6% of all the world’s spending on advertising. 整个户外广告市场（露天广告牌,公共交通和路边设施）大约价值180亿美元一年,只占了全世界广告支出的6%。

体验商务英语4答案【篇一：体验商务英语综合教程4 课本答案】txt>1—5: a a a a aunit 3p23 vocabularyapositive meaning: build up, cement, develop, encourage, establish, improve, maintain, promote, restore, resume, strengthen negative meaning: the rest！！！！！bvery badvery good stormy strained coolamicable friendly close excellentc1—5: e d b a ep26 languageaa---j: 9 3 2 4 8 1 5 7 10 6b1—5 get on count on build up hold on to put(it) off 6—10 sounded out let(us)down set up draw up call(it)offunit 4 p33language review1—4: present simple past simple present continuous present perfect p34vocabulary c1—5: overtook outstripped outbid outvote outmaneuvered 6—10: outnumber overbookedoverran overcharged oversubscribedp40vocabularya 2—4: eb f h 6—8: gc db 1. satisfied dissatisfied satisfaction 2. motivating motivated motivation 3. fulfillment fulfilledunfulfilled 4. inspiring inspiration uninspiring 5. frustration frustrating frustratedp42 language reviewa 1—4: c e hb 5—8: d g a fb 1—4: have been conducted be perceived are entered were given5—7: were paid were paid is reducedunit 6 p50aweak moderate strong a bit fairly entirely slightlyincreasingly exceptionally moderately highly reasonably totally quite very rather extremely somewhat b1. exceptionally, extremely, very2. exceptionally, entirely, highly, totally, very3. fairly, moderately, quite, rather, somewhat4. entirely, totally5. fairly, moderately, quite, reasonablyunit 7p58 language reviewa (先为所有单词排序，从左至右为a到f)a promiseb invitation/requestc speculating about the futured bargaining 1—6:ef a c d 7—12: c b a/d f e b中的requestp62 adjective 1 persuasive2 coherentarticulateeloquent3 inhibited hesitant4 succinct5 lucid6 responsible7 fluent1. fluent2. articulate3. lucid4. inhibited5. succinct6. responsiblep63 reading1—5: b c d c b 6—10: d b c d bp64 reading1—7: c b c d c c ap64 multi-word verbs1.去掉off2.去掉about3.全对4. 去掉for5. 去掉onp65 prefixes1—4: underperforming overestimated outbid outsource 5—8: undercharged overextended outmaneuvered overrunpassives1. promotion改为promoted2. isolating改为 isolated3. were改为 was4. discussion改为 discussed5. love改为loved6. motivating改为motivated7. be改为being8. assess改为assessedtactful and less~~~~1 c,j 2. a,d 3. b,h 4. e,f 5.g,iintensifying adverbs 1—7：b a e f g d cconditionals1—5:b c b a c 6—12:c a b b c a creading1—7: c b b a c d aunit8p69 vocabulary a1-5 b b c a c b6-12 b b a c a b bb1. ex-president2. bilateral3. predicted4. pro-european5. underdeveloped6. mismanagement7. dishonest cuncommunicative indecisiveinefficient unenthusiastic inflexibleunfocussed unimaginativedisloyal disorganized unpopularimpracticalunsociable unstableintolerantp72 language review a1-8 no yes yes no nonot sure not sureno b1. should2. might or could3. correct4. must5. correct6. correct7. must8. shouldunit 10p88 language review b 1—4: b a d cunit 11p96 language review b1. far2. much3. nowhere near as （远不及）4. slightly5. substantial6. nothing likeunit 12p101 vocabularyd1-6 dcabfep104 language review a 3.empty subjectthe royal mail report peoplejohn nicholsonthe reason women don’t like to work for other women the reason women don’t like to work for other women the situation of giving work to other women try to assert themselves by giving menial tasksb1-7 them they it they we their they【篇二：体验商务英语综合教程 unit_4 答案】lass=txt>part 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 thesentence. 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.c1 outdoor advertising is one of the fastest growing_______________ in the market.a marketsb sectionsc segmentsd sectorsd2 the world of outdoor advertising billboards, transport and ‘street furniture’ is ______ about $18 billion a year, just 6% of all the world’s spending on advertising.a worthwhileb worthyc valuedd worthc3 the soaring costs of tv are ______________ clients to consider alternatives.a makingb drivingc promptingd lettinga4 bmw ran a ‘teasers’ campaign in britain on bus shelters.a exclusivelyb largelyc greatlyd inclusivelyc5 placing an ad on a bus shelter for two weeks________________ at about ￡90.a works onb works awayc works outd calculatesd6 we are facing a ________________ with our market share. what are we going to do about it?a promotionb salec orderd crisisa7 focus, a large advertising agency based in paris, has a reputation for creating imaginative and ____________ campaigns.a effectiveb efficientc effectd efficaciousc8 focus now needs to ________________ potential clients that it still has plenty of creative ideas to offer.a ensureb assurec convinced persuadeb9 focus has been asked to _________________ ideas for advertising campaigns to managements of the companies concerned.a offerb presentc supplyd furnisha placeb sitec visitd resortb11 thank you for the above order ______________ our bicycles.a ofb forc byd againstc12 it is stipulated in our sales confirmation no. 2007021____________ the 5,000bicycles you ordered are to be shipped in two equal lots in march and april 2007.a whichb wherec thatd whata13 you requested that 80% of the bicycles ____________ in march and the balancein april.a be shippedb shippedc to shipd have been shippedc14 although we have the quantity ______________ stock, it is too late for us to ship80% of your order in march.a fromb forc ind atd15 we have received your letter of 28 march, ___________ us to modify theprevious arrangements for the shipment of the captioned order.a askedb to askc being asked d askinga16 you now wish to advance the date of shipment____________ one month.a byb toc ford ata17 in the circumstances, we regret ___________unable to meet your request.a to beb beingc bed having beena18 in this case, you must _____________ the additional charges.a bearb have bornec to beard bearingd19 please take the above ____________ account and let us know your decision assoon as possible.a tob forc byd intob20 we are pleased to inform you that the captioned order_____________ nowbeen dispatched.a haveb hasc ared ispart iiphrase 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 竞争对手产品competitors’ products2 隐性广告subliminal advertising 3 广告媒体advertising media4 体育赞助sports sponsorship5 免费样品free sample6 广告标语advertising slogan7 大众媒体mass media8 售点展示point-of-sale display9 户外广告outdoor advertising10 大众市场mass-market11 电视黄金时段栏目广告 prime-time tv slot12 市场份额market share13 街道设施street furniture14 公交车候车亭bus shelter15 金融服务financial service16 营销组合marketing mix17 公共关系public relations18 广告宣传活动advertising campaign 19 价格促销price promotion20 潜在客户potential clientpart 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 world of outdoor advertising billboards, transport and ‘street furniture’ isworth about $18 billion a year, just 6% of all the world’s spending on advertising. 整个户外广告市场（露天广告牌,公共交通和路边设施）大约价值180亿美元一年,只占了全世界广告支出的6%。

Unit 4 Secrets to Win the Chinese Market Famous QuoteComing together is a beginning, staying together is progress, and working together is success.—Henry Fordfather of modern assembly lines used in mass production. His introduction of theModel T automobile revolutionized transportation and American industry.Unit OverviewWith the rapid growth of the Chinese economy and more frequent exchange between China and the outside world in every aspect of life, more and more foreign companies show their interests in Chinese market, take actions to invest in China, and carry out comprehensive strategies to win Chinese customers. This unit tackles not only the theoretical discussion but also the case study of foreign companies‘business activities in China. Students are provided with plenty of opportunities to read, listen, discuss and investigate on this topic.In this unit, you will∙consider the strengths and weaknesses of foreign companies in China through listening, viewing and reading∙discuss the secrets for those companies to win Chinese market through guided activities∙conduct a poll of your peers on ―Public Preferences to Foreign Brands‖∙pick up useful words and expressions∙learn to reflect on your own learning and comment on that of your peers∙learn to think independently, critically and creativelyBackground InformationSam Goodman‘s new book Where East Eats West has already been causing a stir in the West. Already part of the MBA curriculum for Boston College and University of Texas, this book is an accessible, easy to read guide to doing business in China. Unlike many other books of the same nature, Goodman writes in a fun, easy-to-digest style that makes it popular amongst people from all walks of life. Drawing from his first hand experience in China, the book is an unparalleled guide that offers a refreshing tone to what can be a frustrating topic.Entrepreneurs en route to China are hungry for many things–new experiences, challenges, accomplishments and, of course, money. But in far too many cases, these newbies learn too late that China —where business is king and everyone is looking out for No. 1 —eats youngentrepreneurs for breakfast.For those wishing to avoid being caught in the grinding economic jaws of the motherland,Sam Goodman‘s book is an essential read.Mr. Goodman‘s best nuggets of wisdom on the particularly unique aspects to doing business in China are his explanations of the importance of ―giving face‖ in Chinese and Asian culture. He also points out the importance of ―guanxi‖ or connections with important people who one can turn to for help. However, it is refreshing to see that guanxi is not overly emphasized, as the concept often is in Western books on China, as Mr. Goodman states: ―By the way, I doubt there is any more corruption in China than there is anywhere else. It‘s just more ‗accessible‘ here to ordinary folks like you or me.‖Mr. Goodman also states something that many Americans should take to heart: ―A good contract is a good… beginning!‖ One wants to hammer out a good contract, but there is a lot more to business than what is inside the four corners, and a good businessman has to be aware of this.Mr. Goodman‘s personal experience as a n entrepreneur starting up a chain of sandwich shops in Beijing is a good narrative and interesting for entrepreneurs navigating through business in China.Topic Preview1. Read the passage on page X and learn the useful expressions related to business.2. Log on line and search for information concerning Where East Eats West by Sam Goodman. Learn about the author’s opinion.Lesson OneLead inTask 1 Describing the PictureRead through the Supplementary Reading on page X, and answer the following questions.1.Why is brevity one of the strengths of Mr. Goodman‘s book?Answer: Because most people wanting to learn the ins and outs of doing business in China neither want to nor have the time to read an encyclopedia on the subject.2．Who would probably most benefit from Mr. Goodman‘s book?Answer: People who have never done business in a foreign country before and seek to start one in China.3.Did Mr. Goodman accumulate enough experience of doing business before he came to China?Answer: No, never. He started his business of a chain of cafes while he studied in BLCU.4.Does Mr. Goodman‘s book mention how to deal with interpersonal relationship when doingbusiness in China?Answer: Yes. He writes on how to avoid offending one‘s new friends and colleagues, and he also tackles how to break down the basics of ―face‖, ―guanxi‖, etc. in China.5.Did Mr. Goodman‘s book enjoy great popularity in the U. S.?Answer:Yes. His book is now part of the MBA curriculum in business schools at several U.S. colleges and universities.Read through the words in the left-hand column, and match each of them with the appropriate meaning in the right-hand column.1. enormously A. to make people confused because they do not understand sth.2. ally B. extremely important3. mystify C. very; very much4. tier D. connected with a corporation5. corporate E. a person who helps and supports sb. who is in a difficult situation6. critical F. one of several levels in an organization or a systemKey: 1-C 2-E 3-A 4-F 5-D 6-BAudio StudioWord Bank1. embassy n. a group of officials led by an ambassador who represent theirgovernment in a foreign country 大使馆2. peer n. a person who is the same age or who has the same social status 身份（或地位）相同的人1.Why do more and more western companies want to do business in China?A) It is easier to do business in China than in other parts of the world.B) China’s economy grows very fast and China provides great opportunities.C) Chinese people are in great need of electronic goods.2.Which tip is NOT given in the audio clip?A) To build a relationship after you do business.B) To find a reliable Chinese ally to work with you.C) Never criticize or insult someone in front of others.Listen to the audio clip again, and answer the following questions.1.What is the percentage of the world‘s electronic goods made in China?Answer: Eighty percent.2.Who gives these tips for a westerner to do business in China?Answer:The British Embassy in Beijing.3.What can your business partner gain, if you praise him or her by saying good things aboutthem?Answer:They gain face./language_tips/2007-03/06/content_820042.htm Video StudioWord Bank1. rookie2. trench3. nuance4. setting5. utility belt6. venture7. severelyn. n. n. n. n. v. adv. a person who has just started a job or an activity and has very little experience 新手 a long deep hole dug in the ground in which soldiers can be protected from enemy attacks 战壕 a very slight difference in meaning, sound, colour or sb.‘s feelings that is not usually very obvious 细微差别 a set of surroundings; the place at which sth. happens 环境、背景 a belt a worker wears around his waist to carry different kinds of tools 工具腰带 to go somewhere even though you know that it might be dangerous or unpleasant 敢于去（危险或令人不快的地方） badly, seriously 严重地Complete the following statements with the phrases given below. Predict what will be talked about in the video. Then check your answers after watching the video clip.in terms of similar to lay outtend to nothing more than1. So what I wanted to do is sort of lay out all the China rookie mistakes that people make.2. Guanxi is really nothing more than your network or you connections.3. T here‘s gonna to be differences in terms of whether it is in the north or in the south, or in thewest, or in the east.4. If you are doing business from a corporate setting, a lot of the people tend to be in these firsttier cities.5. The way of doing business from a corporate setting in the first tier city is going to be very similar to what you are gonna see on the international stage.Watch the video clip and complete the notes.corrections where necessary.1. Where East Eats West is for the person who spends most of his time in the boardroom.Correction : It is for the person who is on the ground and in the trenches.2. For a lot of foreigners coming to China, they overestimate the concept like ―face ‖ or guanxi .Correction : They underestimate the concept like ―face ‖ or guanxi .3. Chinese market is only diversified in terms of three tiers.Correction : It is also diversified in terms of its geographic location.4. No foreign companies ever venture into the third tier cities of China.Correction : Some companies are venturing into the third tier cities of China.5. Sam Goodman believes it is critical for foreign entrepreneurs to speak Mandarin if they dobusiness in China.Correction : He thinks it depends.Source/viewthread.php?tid=213456&extra=page%3D1%26amp%3Bfilter%3Dt ype%26amp%3Btypeid%3D9Speaking WorkshopExpressions & Structures to Usethe audio and video clips. Then prepare an oral presentation with the help of the tips.described. You are expected to share your ideas and justify yourself in this process. Use as many phrases from the “Expressions & Structures to Use” box as possible.Situation1.Work in groups of four. One acts as a manager in one KFC restaurant, and three groupmembers act as a family who comes to the restaurant to celebrate their son‘s/daughter‘s 10th birthday. The manager tries to find out whether they are satisfied with the food and service they have. The family members would give their own comments, suggestions or complaints.2.You have 15 minutes to discuss within your own group.3.Several groups will be selected to present their role plays. The rest of the class will vote forthe best performance.Project BulletinWork on the following real-life project with your group members and present your report in the next class.Real-Life ProjectWork in a group of six to eight. You and your group members are going to write a report to your local newspaper on ―the Public Preference to Foreign Brands‖. You plan to carry out an investigation in your area. You will randomly choose people to interview and ask them to give five foreign brands they like most and five they dislike most. Summarize and analyze the data you collect, try to find out the reasons behind people‘s preferences, then present a report on it.Lesson TwoLead inTask 1 BrainstormingPlease compare the catering culture, i.e. the culture of food and drink, of China and the U.S.. Share your opinions with your peers.meaning in the right-hand column.1.display A.the history, traditions and qualities that a country or society has had for many years and that are considered an important part of its character2. offering B. lacking respect for sb./sth.3. disrespectful C. to try to prevent sth., esp. by making it difficult to do4. heritage D. sth. that is produced for other people to use, watch, enjoy, etc.5. inconsistent E. to put sth. in a place where people can see it easily6. discourage F. not matching a set of standards, ideas, etc. Key: 1-E 2-D 3-B 4-A 5-F 6-CAudio StudioWord BankListen to the audio clip, and choose the right answers to the questions.1. What is this audio clip mainly about?A) How fish is packed in different parts of the world. B) How Carrefour sells fish in China. C) Why frozen fish is important in China.2.By following which city/cities does Carrefour decide to adopt the fresh-market style?A) San Francisco. B) Paris.C) Taipei and Kaohsiung.1. fillet2. accustomed3. Taipei4. Kaohsiungv. adj.to remove the bones from a piece of fish or meat; to cut fish or meat into fillets 剔去（鱼、肉的）骨头；把（鱼、肉）切成片 familiar with sth. and accepting it as normal or usual 习惯于 台北 高雄Listen to the audio clip again and fill in the blanks according to what you have heard. Repeat the sentences after you have completed them.1.When I am in San Francisco and I visit a store, the fish is filleted and packed.2.When we entered Taiwan, we went to the fresh markets in Taipei and Kaohsiung to see whatkind of products they had, how they were displayed, and how customers bought those products.3.Now, on the mainland, the first image customers get when they enter a Carrefour store is freshproducts.4.When customers are in the fresh area, they recognize the fresh market they’re accustomed to.5.So we changed our product offering and we saw a 30 to 40 percent increase in fish salesthroughout China./p-2135308.htmlVideo StudioWord Bank1. blogger2. dilute3. integrity4. premium5. significantly n.v.n.adj.adv.a person who gives an account of his activities and his opinions onthe website called blog 写博客的人to make sth. weaker or less effective 削弱、降低the state of being whole and not divided 完整、完好very high (and higher than usual); of high quality 高昂的；优质的in a way that is larger or important enough to have an effect on sth.or to be noticed 显著地Complete the following statements with the phrases given below. Predict what will be talked about in the video. Then check your answers after watching the video clip.add to base onbe in consistent with on paperbe respectful of1. We don‘t want to do anything that would be inconsistent with how people would view anoutsider.2. I was talking about coming to China, and being respectful of the heritage here.3. I would say it‘s a premium product and a premium price, based on what it is we deliver to theconsumer.4. And have you ever thought of adding a tea chain to your business? Starbucks tea.5. A few years back, I had the brilliant idea that we should publish our own magazine, and, youknow, on paper it looked like a great opportunity.6. displace7. complementary8. rack9. entrepreneurship10. entitlement v. adj. n. n. n. to take the place of sb./sth. 替代two people or things that are complementary are different buttogether form a useful or attractive combination of skills, qualities or physical features 互补的a piece of equipment, usually made of metal or wooden bars, that is used for holding things or for hanging things on 架子capacity and willingness to undertake conception, organization, and management of a productive venture with all attendant risks, while seeking profit as a reward 企业家精神sth. that you have an official right to 有权得到的东西Watch the video clip and answer the following questions.1. Who reported that Starbucks was being disrespectful of the history and culture of China?Answer: A local blogger.2. Where is the audience from?Answer: The China Europe International Business School.3.How much does tea contribute to Starbucks sales in the past 30 years?Answer: Less than 1%.4. Which product did Starbucks once invest but proved to be a total failure?Answer: The Starbucks magazine.5. How does the Chairman look at Starbucks ‘ success?Answer: It is not an entitlement and it has to be earned. Chinese coffee feel there experience in the Starbucks store. Localization Strategies of Starbucks in ChinaSource/html/AandV/multithematic/2007/1115/1972.htmlSpeaking WorkshopExpressions & Structures to UseDiscuss with your peers and try to complete the following tips with the information you have learned in the audio and video clips. And then make an oral presentation with the help of the tips.Debate on the motion Foreign companies pose a threat to local brands. Read through the Pros and Cons of the motion provided in the box, and develop your own arguments. During the debate, you are expected to justify yourself, challenge the opposite view and respond to your opponents properly and skillfully.Alternative debate: China should issue consumption vouchers to stimulate the economy.Teamwork showTask 1 Team ReviewIn each group, discuss with each other how you designed and researched your project and reflect on what you have learnt in the process. You should consider the difficulties you met and theTask 2 Project ReportPresent your project to the class and hand in your report. Include in your comments to the class reflections on the areas of agreement and disagreement within your group as established in Task 1 above.Task 3 Challenging & DefendingAfter each group ’s presentation, other students in the class should raise questions and make suggestions. Members of the group should respond when challenged.Home ListeningListen to the audio clip and fill in the blanks with the exact words or sentences. You are expected to do it after class and check the answers on your own.It sounds like Mission Impossible: Sell coffee to China ‘s tea drinkers. Starbucks ‘ solution is toselect high-profile locations on the 1) busiest streets, where stores are sure to seduce the see-and-be-seen set.As Starbucks 2) launches an aggressive expansion in China, a coffee frontier steeped in nearly5,000 years of tea. The goal: to build hip hang-outs that tap into a new taste for China‘s 3) emerging middle class.Starbucks China doesn‘t plan any advertising, 4) promotions, or other marketing strategies, aside from sponsoring an on-line coffee club and the occasional office-tower coffee tasting. Instead, the company is counting on selecting such high-visibility, high-traffic cafe locations that they market themselves. Its main advertising 5) medium is the store itself.Yet Starbucks faces an uphill battle. Local media reported that 70% of people they surveyed would rather not see the chain in Beijing‘s 6) Forbidden City. And even for middle-class Chinese, Starbucks is a 7) barely affordable luxury. While retailers say a top marketing weapon in urban China is to charge more for public 8) consumption. That‘s because Chinese customers have different priorities than their American yuppie counterparts. Guys 40 years old are not coffee drinkers, 9) but if the environment is good and the coffee is not bad, they‘ll come back. The store layout, artwork and food options make Starbucks more friendly to Chinese eyes, but coffee remains the core offering and people don‘t go there for the coffee. They go there to 10) present themselves as modern Chinese in a public setting.Source/release/917.htmlAppendix Supplementary ReadingUnit 4 Secrets to Win the Chinese MarketUseful ExpressionsAdapted from/wordpress/2009/11/where-east-eats-west//2009/08/china_where_east_eats_west.html。

Key Language Points in “ At the forefront of innovation”1.fastest-growing / ever-increasing/ constantly-changing2.three out of ten3.mobile phone/ cell phone/ cellular phone / handset handsets 电话听筒, 手机, 手持机4.overtake赶上, 追上, 和…打成平局，与…不分胜负=To catch up with; draw even or level with/ To pass after catching up with.超过：追上然后超过/ overcharge / overlook / out…5.dramatic：dramatic rescue at sea.一次戏剧性的海上救援/ Arresting or forceful in appearance or effect:引人注目的：引人注目或给人深刻印象的外表或效果：a dramatic sunset.辉煌的落日/drastic：Severe or radical in nature; extreme:严厉或剧烈的；极端的：the drastic measure of amputating theentire leg; 截除整条腿的极端措施；Artificial legs / flower counterfeit fakedrastic social change brought about by the French Revolution.法国革命带来的剧烈的社会变动Vigorous speech =robust/ energetic / dynamic vigorRigorous rigid prim6.executive: CEOan advisory body lacking executive powers.顾问团缺乏执行权力the executive director of a drama troupe; 剧团的执行导演；executive experience and skills.经营管理的经验和技能execute: To put into effect; carry out:执行；实行：a government that executes the decisions of the ruling party.政府执行执政党的决定[2] To put to death, especially bycarrying out a lawful sentence.处死：处死，尤指执行法律判决Penalty7.an obvious claim to membership of any league[联盟：为共同行动而结成的国家、组织或个人间的联合；联盟] ranking the world’s most respected companies. [ respectful, respectable, respective] [rank: ranked first in the class.在班上名列前茅]second to none8.respondent =回答的：作出答复或得到答复的；应答的/responsive: Readily reacting to suggestions, influences, appeals, or efforts:反应迅速的：对建议、影响、意见或努力迅速反应的：a responsive student.反应迅速的学生responsive reading;轮流朗读；9.FT/PwC survey: Financial Times (FT) / PricewaterhouseCoopers (PWC)survey/ [explore/ exploit]10.outer fringefringe: A marginal, peripheral, or secondary part:次要事物（外围）：周边的、边缘的或次要的部分：“They like to hang out on the geographical fringes, the seedy outposts”“他们喜欢去偏僻地区和肮脏的偏远村落”11.pulp and paper industry 纸浆及纸张制造工业12.anything but/ nothing but13.Luck has played a part too.14.expensive status symbol [ expensive/ extensive/ expansive ]Extensive: Large in extent, range, or amount.Extend holiday/ visa/ passport / house Extend my sincere thanks to all of you for your good corporation.Expand business in Europe Expansive: Broad in size or extent; comprehensive:/ Disposed to be open, communicative, and generous; outgoing:豪爽的，开朗的：愿交往的，慷慨的；15.GSM=global system for mobile communications 全球移动通讯系统16.become the de facto world standard de facto=In reality or fact; actually. 17.shortly after [ presently]shortly=In a short time; soon. Presently=In a short time; soon:不久，一会儿：She will arrive presently.她一会儿就到At present currently for the time being18.take over / hand over19.he saw as the key to success …view asexam-orientedquality-oriented20.telecom-oriented and value-added21.stick to / stick around[ stick and carrot] 大棒加胡罗卜/软硬兼施/ 好则奖励, 坏则惩罚22.sprawling conglomerate; sprawling=Haphazard growth or extension outward, especially that resulting from real estate development on the outskirts of a city:无计划发展：偶尔增长或向四周扩展，urban sprawl.城镇无计划扩展To sit or lie with the body and limbs spread out awkwardly.四肢摊开：懒散地舒展开身体四肢坐或躺To spread out in a straggling or disordered fashion:不整齐的散布：以杂乱无序的形式使扩展开的：untidy tenements sprawling toward the river.散布在河边的几套不整洁的房子23.a dedicated companyWholly committed to a particular course of thought or action; devoted:献身的：全心全意地交付给一特定的想法或行动的；一心一意的：a dedicated musician.富有献身精神的音乐家Designed for a particular use or function:专用的：为某一特定的用途或功能而设计的：“The satellite beams the information down to Earth, where it is sent through dedicated telephone wires to the Space Telescope Science In stitute”“卫星把信息传送到地球上后，通过专用电话线发送到空间望远镜科学研究机构24.offloaded: Slang To get rid of and pass on to another:【俚语】把…推给他人以解除拖累：“He does come close to offloading someof the blame for the launch on . . . the dear old media”“他来确实是为推脱由于把昂贵的传播工具转向市场而受的某些谴责25.on the telecommunication side, in terms ofon the part ofRegarding or with respect to the one specified:就…而言：关于或就某一特定的人而言：Brilliant strategy on the part of Confederate forces ensured their victory 盟军巧妙的战略确保了他们的胜利\name brand26.succeed in establishing a string brand that is recognized throughout the worldstring: A scattered group of businesses under a single ownership or management:连锁企业：属于同一属有者或资产的一系列分散的企业：a string of boutiques.时装用品小商店联号27.an initial benefit from some customers thinking it was a Japanese companyinitial: Of, relating to, or occurring at the beginning; first:开始的：开始的，与开始有关的，发生在开始的；首先的：took the initial step toward reconciliation.采取了走向和解的第一步28.outstrip its rivals =exceed or surpass29.it has allied engineering excellence with great marketing flairto unite…witha flair for interior decorating.室内装潢的天资a flair for the exotica.对新异事物的鉴别力served us with flair.以特别的方式招待我们er-friendly handsets=mobile phonefriendly: 【计算机科学】（电脑）使用者易使用的Informal: Easy to understand or use for a specified agent. Often used in combination:【非正式用语】容易的：易被某些特定对象理解或使用的。

Unit 4学英语既有乐趣又有回报文学的研究——包含对哲学、宗教、历史事件的发展和观念由来的研究，不仅是文明的，并且有教化作用，而且是流行的和实际的。

在所有从文理学院毕业并获得学士学位的人中，有六分之一的主修英语。

让人惊异的是可，这些毕业生能胜任范围相当广泛的工作。

他们的经验表明，这种广泛流行的偏见是错误的，即英语专业的学生只能从事新闻或教学工作：事实上，主修英语的学生也为未来从事法律、医学、商业和公职等职业做了相当好的准备。

有人时常劝告期望上法学院或医学院的大学生要学习与他们的择业有直接联系的严格指定的课程。

有人还建议未来法学院的学生应该选修政治、历史、会计、商业管理，甚至人体解刨学、婚姻和家庭生活等课程。

未来医学院的学生被引导去学习多种理科课程，实际上，这些课程比他们考入医学院所需要的理科课程要多得多。

令人惊讶的是，许多法学院和医学院却指出，如此专门化的准备不但没有必要，而且并不可取。

没有什么“法律预科”课程：上法学院和从事法律行业的最好的准备是培养学生能够进行批判性的思考；能够进行清晰的合乎逻辑的自我表达，能够对他人的动机、行动和思想进行敏锐的分析。

这些技能也正是英语专业要教给学生掌握的技能。

此外，要进入法学院就读，通常需要具有合格院校颁发的学士学位，还需要拿到最低限度的各课平均积分点，并和在法学院录取考试中取得一个通得过的分数。

这项测试包括三个部分：首先是测试阅读理解、图形分类和书面材料评估等能力。

测试的第二部分是考核对英语语法和词汇用法的掌握能力，组织书面材料的能力和文字编辑的能力。

第三个部分是检验学生的文学、艺术、音乐、自然科学和社会科学的一般知识。

显而易见，主修英语的学生参加法学院的录取考试回得心应手。

至于医学院，入学要求的一条知识修满32个学时的理科课程。

这一要求对主修英语的学生来说肯定不成问题。

另外，许多医学院校要求学生必须在医学院入学考试中取得规定的最低分，这一测试对全面发展的文科学生来说有十分有利。

Unit 4 Advertisi ngPart I Busin ess VocabularyDirecti ons: There are 20 in complete senten ces in this part. For each sentence there are four choices marked A, B, C and D. Choose the ONEthat best completes the senten ce. The n mark the corresp onding letter on theAnswer Sheet with a single line through the center. This part totals 20 poin ts, one point for each senten ce.C1 Outdoor advertis ing is one of the fastest grow ing ______________ i n the market.A marketsB secti onsC segme ntsD sectorsD2 The world of outdoor advertis ing billboards, tran sport and ‘ street furniture ' is _________ about $18 billio n a year, just 6% of all theworl d' s spending on advertising.A worthwhileB worthy Cvalued DworthC3 The soaring costs of TV are ____________________ clients to consider alter natives.A mak ingB driv ingC prompt ing Dlett ingA4 BMW ran a‘ teasers ' campaign in Britain on bus shelters.A exclusivelyB largelyC greatly Din clusivelyC5 Placing an ad on a bus shelter for two weeks ____________________ at about £ 90.A works onB works away Cworks out DcalculatesD6 We are facing a _______________ with our market share. What are wegoing to do about it?A promotio nB saleC order DcrisisA7 Focus, a large advertising agency based in Paris, has a reputation forcreati ng imag in ative and ____________ campaig ns.A effectiveB efficie ntC effectD efficaciousC8 Focus now n eeds to _______________ pote ntial clie nts that it stillhas pie nty of creative ideas to offer.A en sureB assure Cconvince DpersuadeB9 Focus has been asked to _____________________ ideas for advertising campaig ns to man ageme nts of the compa nies concern ed.A offerB prese ntC supplyD furnishD10 The little village where he lived would be a popular touristA placeB site Cvisit D resortB11 Thank you for the above order ______________ our bicycles.A ofB forC by DagainstC12 It is stipulated in our Sales Con firmation No. 2007021 ___________ the 5,000 bicycles you ordered are to be shipped in two equal lots in March and April 2007.A whichB whereC thatD whatA13 You requested that 80% of the bicycles _______________ in March and the bala nee in April.Abe shipped B shipped Cto ship Dhave bee n shippedC14 Although we have the qua ntity _____________ stock, it is too late for us to ship 80% of your order in March.A fromB forC inD atD15 We have received your letter of 28 March, __________ us to modify the previous arra ngeme nts for the shipme nt of the capti oned order.A asked Bto ask Cbeing asked DaskingA16 You now wish to adva nee the date of shipme nt _____________ one mon th.A byB to Cfor DatA17 In the circumstances, we regret _________________ unable to meet your request.A to beB beingC beD having beenA18 In this case, you must ____________ the additi onal charges.A bearB have borne Cto bear D beari ngD19 Please take the above ____________ acco unt and let us know your decisi on as soon as possible.A toB for Cby D intoB20 We are pleased to inform you that the capti oned order ____________ now bee n dispatched.A haveB hasC areD isPart II Phrase Tran slati onDirections : Directions : There are 20 Chinese phrases in this part. You are required to translate them into English and write down your tran slati on on the An swer Sheet. This part totals 20 poin ts, one point for each phrase.1竞争对手产品Competitors ' products2隐性广告Sublimi nal advertis ing3广告媒体Advertis ing media4体育赞助Sports spon sorship5免费样品Free sample6广告标语Advertis ing sloga n7大众媒体Mass media8售点展示poin t-of-sale display9户外广告Outdoor advertis ing10大众市场Mass-market11电视黄金时段栏目广告Prime-time TV slot12市场份额Market share13街道设施Street furniture14公交车候车亭Bus shelter15金融服务finan cial service16营销组合Marketing mix17公共关系Public relati ons18广告宣传活动Advertis ing campaig n19价格促销Price promoti on20潜在客户Pote ntial clie ntPart III Sentence Tran slati onDirections : There are 10 sentences in this part. You are required totranslate them into Chinese and write down your translation on the Answer Sheet. This part totals 20 poi nts, two points for each senten ce.1. The world of outdoor advertis ing billboards, tran sport and‘ street furniture ' is worth about $18 billion a year, just 6%of allthe world ' s spending on advertising.整个户外广告市场（露天广告牌，公共交通和路边设施）大约价值180亿美元一年，只占了全世界广告支出的6%。

Unit 4 AdvertisingPart 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.C1 Outdoor advertising is one of the fastest growing _______________ in the market.A marketsB sectionsC segmentsD sectorsD2 The world of outdoor advertising billboards, transport and ‘street furniture’is ______ about $18 billion a year, just 6% of all the worl d’s spending on advertising.A worthwhileB worthyC valuedD worthC3 The soaring costs of TV are ______________ clients to consider alternatives.A makingB drivingC promptingD lettingA4 BMW ran a ‘teasers’ campaign in Britain on bus shelters.A exclusivelyB largelyC greatlyD inclusivelyC5 Placing an ad on a bus shelter for two weeks ________________ at about £90.A works onB works awayC works outD calculatesD6 We are facing a ________________ with our market share. What are we going to do about it?A promotionB saleC orderD crisisA7 Focus, a large advertising agency based in Paris, has a reputation for creating imaginative and ____________ campaigns.A effectiveB efficientC effectD efficaciousC8 Focus now needs to ________________ potential clients that it still has plenty of creative ideas to offer.A ensureB assureC convinceD persuadeB9 Focus has been asked to _________________ ideas for advertising campaigns to managements of the companies concerned.A offerB presentC supplyD furnishD10 The little village where he lived would be a popular tourist ________________.A placeB siteC visitD resortB11 Thank you for the above order ______________ our bicycles.A ofB forC byD againstC12 It is stipulated in our Sales Confirmation No. 2007021 ____________ the 5,000 bicycles you ordered are to be shipped in two equal lots in March and April 2007.A whichB whereC thatD whatA13 You requested that 80% of the bicycles ____________ in March and the balance in April.A be shippedB shippedC to shipD have been shippedC14 Although we have the quantity ______________ stock, it is too late for us to ship 80% of your order in March.A fromB forC inD atD15 We have received your letter of 28 March, ___________ us to modify the previous arrangements for the shipment of the captioned order.A askedB to askC being askedD askingA16 You now wish to advance the date of shipment ____________ one month.A byB toC forD atA17 In the circumstances, we regret ___________unable to meet your request.A to beB beingC beD having been A18 In this case, you must _____________ the additional charges.A bearB have borneC to bearD bearingD19 Please take the above ____________ account and let us know your decision as soon as possible.A toB forC byD intoB20 We are pleased to inform you that the captioned order _____________ now been dispatched.A haveB hasC areD isPart 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 竞争对手产品Competitors’ products2 隐性广告Subliminal advertising3 广告媒体Advertising media4 体育赞助Sports sponsorship5 免费样品Free sample6 广告标语Advertising slogan7 大众媒体Mass media8 售点展示point-of-sale display9 户外广告Outdoor advertising10 大众市场Mass-market11 电视黄金时段栏目广告Prime-time TV slot12 市场份额Market share13 街道设施Street furniture14 公交车候车亭Bus shelter15 金融服务financial service16 营销组合Marketing mix17 公共关系Public relations18 广告宣传活动Advertising campaign19 价格促销9.Recently however, Focus’s reputatio n was damaged when two major clientschanged to rival agencies.不过最近，焦点的声誉因为两个大客户转投竞争对手公司而受损。

优选文档Unit 4 AdvertisingPart I Business VocabularyDirections:There are 20 incomplete sentences in this part. For eachsentence there are four choices marked A, B, C and D. Choose the ONEthat best completes the sentence. Then mark the corresponding letter onthe Answer Sheet with a single line through the center. This part totals20 points, one point for each sentence.C1 Outdoor advertising is one of the fastest growing _______________ in the market.A marketsB sectionsC segmentsD sectorsD2 The world of outdoor advertising billboards, transport and‘ street furniture ’ is ______ about $18 billion a year, just 6% of all theworl d’ s spending on advertising.A worthwhileB worthyC valuedD worthC3 The soaring costs of TV are ______________ clients to consider alternatives.A makingB drivingC promptingD lettingA4 BMW ran a ‘teasers ’ campaign in Britain on bus shelters.A exclusivelyB largelyC greatlyD inclusivelyC5 Placing an ad on a bus shelter for two weeks ________________ at about ￡90.A works onB works awayC works outD calculatesD6 We are facing a ________________ with our market share. What are we going to do about it?A promotionB saleC orderD crisisA7 Focus, a large advertising agency based in Paris, has a reputation for creating imaginative and ____________ campaigns.A effectiveB efficientC effectD efficaciousC8 Focus now needs to ________________ potential clients that it stillhas plenty of creative ideas to offer.A ensureB assureC convinceD persuadeB9 Focus has been asked to _________________ ideas for advertising campaigns to managements of the companies concerned.A offerB presentC supplyD furnishD10 The little village where he lived would be a popular tourist________________.A placeB siteC visitD resortB11 Thank you for the above order ______________ our bicycles.A ofB forC byD againstC12 It is stipulated in our Sales Confirmation No. 2007021 ____________ the 5,000 bicycles you ordered are to be shipped in two equal lotsin March and April 2007.A whichB whereC thatD whatA13 You requested that 80% of the bicycles____________ in March and the balance in April.Abe shipped B shipped Cto ship Dhave been shippedC14 Although we have the quantity ______________ stock, it is too late for us to ship 80% of your order in March.A fromB forC inD atD15 We have received your letter of 28 March, ___________ us to modify the previous arrangements for the shipment of the captioned order.A askedB to ask Cbeing asked DaskingA16 You now wish to advance the date of shipment ____________ one month.A byB toC forD atA17 In the circumstances,we regret ___________unable to meet your request.A to beB beingC beD having beenA18 In this case, you must _____________ the additional charges.A bearB have borneC to bearD bearingD19 Please take the above ____________ account and let us know your decision as soon as possible.A toB forC byD intoB20 We are pleased to inform you that the captioned order _____________ now been dispatched.A haveB hasC areD isPart II Phrase TranslationDirections : Directions: There are 20 Chinese phrases in this part. Youare required to translate them into English and write down your translation on the Answer Sheet. This part totals 20 points, onepoint for each phrase.1竞争对手产品Competitors ’ products2隐性广告Subliminal advertising3广告媒体Advertising media4体育资助Sports sponsorship5免费样品Free sample6广告口号Advertising slogan7大众媒体Mass media8售点显现point-of-sale display9户外广告Outdoor advertising10大众市场Mass-market11电视黄金时段栏目广告Prime-time TV slot12市场份额Market share13街道设施Street furniture14公交车候车亭Bus shelter15金融服务financial service16营销组合Marketing mix17公共关系Public relations18广告宣传活动Advertising campaign19价格促销Price promotion20潜藏客户Potential clientPart III Sentence TranslationDirections: There are 10 sentences in this part. You are required totranslate them into Chinese and write down your translation on the Answer Sheet. This part totals 20 points, two points for each sentence.1.The world of outdoor advertising billboards, transport and‘street furniture ’ is worth about $18 billion a year, just 6%of all theworld ’s spending on advertising.整个户外广告市场（露天广告牌 , 公共交通和路边设施）大体价值 180 亿美元一年 , 只占了全世界广告支出的 6%。

《体验商务英语4 综合教程》课程教学大纲一．课程基本信息课程编号：0142524课程类别：选修总学时：36课程简介：商务英语课程作为翻译专业的一门专业先选课程，主要目标是培养学生掌握国际贸易的基础知识、基本技能，能独立从事一般的对外贸易业务工作。

具备听说读写译的基本技能，语音语调正确、语法概念清楚，能用英语较熟练地从事外事接待、外贸业务洽谈的口、笔译工作。

在培养学生英语语言能力的同时让学生了解和熟悉各种商务情景和商务活动，掌握相关的商务及商务文化知识，并使他们能够把所学的知识运用到各种商务活动中。

二．教材简介教材名称：体验商务英语综合教程4教材编者：David Cotton;David Falvey; Simon Kent;《体验商务英语》改编组出版社：高等教育出版社教材情况简介：本教材话题紧跟国际经济发展形势，循序渐进地训练学生用英语进行调研分析、归纳总结和使用正确语体作书面或口头表述的能力。

既可以帮助在校生了解真实的商务环境和话题，学习地道的商务英语；也可以帮助从事各种经济活动的商务人员通过语言技能综合训，较快地提高语言能力。

将国际商务活动引入课堂，体验真实的商务世界。

角色扮演和案例学习将体验式学习引向深入，教学设计严谨，为体验式学习打好基础。

教学资源丰富，为体验式教学提供有力支持。

三．课程教学内容教学重点与难点1.重点：掌握各种商务活动情景对话中的语言要点及专业词汇2.难点：由于缺乏实战经验，学生难以理解不断涌现的商务方面的新知识和商务活动的实战环节。

教学内容、目标与学时分配教学内容教学目标课时分配Unit1 Communication 掌握 4 Unit2 International marketing 掌握 4 Unit3 Building relationships 掌握 4Unit 4 Success 掌握 4 Unit 5 Job satisfaction 掌握 4 Unit 6 Risk 了解0 Unit 7 E-commerce 掌握 4 Revision Unit AUnit 8 Team building 了解0 Unit 9 Raising finance 了解0 Unit 10 Customer service 了解0 Unit 11 Crisis management 了解0 Unit 12 Management styles 掌握 4 Unit 13 Takeovers and mergers 了解0 Unit 14 The future of business 了解0 Revision Unit B四．课程各教学环节的基本要求课堂讲授：要求学生在课堂上就国际商务中的各种场景进行对话和听力练习，并通过看录像、VCD及听录音和MP3等多媒体手段提高学生的商务英语听说能力。

体验商务英语4综合教程《体验商务英语4 综合教程》课程教学大纲一．课程基本信息课程编号：0142524课程类别：选修总学时：36课程简介：商务英语课程作为翻译专业的一门专业先选课程，主要目标是培养学生掌握国际贸易的基础知识、基本技能，能独立从事一般的对外贸易业务工作。

具备听说读写译的基本技能，语音语调正确、语法概念清楚，能用英语较熟练地从事外事接待、外贸业务洽谈的口、笔译工作。

在培养学生英语语言能力的同时让学生了解和熟悉各种商务情景和商务活动，掌握相关的商务及商务文化知识，并使他们能够把所学的知识运用到各种商务活动中。

二．教材简介教材名称：体验商务英语综合教程4教材编者：David Cotton;David Falvey; Simon Kent;《体验商务英语》改编组出版社：高等教育出版社教材情况简介：本教材话题紧跟国际经济发展形势，循序渐进地训练学生用英语进行调研分析、归纳总结和使用正确语体作书面或口头表述的能力。

既可以帮助在校生了解真实的商务环境和话题，学习地道的商务英语；也可以帮助从事各种经济活动的商务人员通过语言技能综合训，较快地提高语言能力。

将国际商务活动引入课堂，体验真实的商务世界。

角色扮演和案例学习将体验式学习引向深入，教学设计严谨，为体验式学习打好基础。

教学资源丰富，为体验式教学提供有力支持。

三．课程教学内容教学重点与难点1.重点：掌握各种商务活动情景对话中的语言要点及专业词汇2.难点：由于缺乏实战经验，学生难以理解不断涌现的商务方面的新知识和商务活动的实战环节。

教学内容、目标与学时分配教学内容教学目标课时分配Unit1 Communication 掌握 4 Unit2 International marketing 掌握 4 Unit3 Building relationships 掌握4Unit 4 Success 掌握 4 Unit 5 Job satisfaction 掌握 4 Unit 6 Risk 了解0 Unit 7 E-commerce 掌握 4 Revision Unit AUnit 8 Team building 了解0 Unit 9 Raising finance 了解0 Unit 10 Customer service 了解0 Unit 11 Crisis management 了解0 Unit 12 Management styles 掌握 4 Unit 13 Takeovers and mergers 了解0 Unit 14 The future of business 了解0 Revision Unit B 四．课程各教学环节的基本要求课堂讲授：要求学生在课堂上就国际商务中的各种场景进行对话和听力练习，并通过看录像、VCD及听录音和MP3等多媒体手段提高学生的商务英语听说能力。