商务英语精读 (剑桥商务英语)Module 12

Module 1212.1 Understanding business culture(page121)John So, Jim, what did you know about doing business in China before you made your first trip there?Jim Very little, actually. These days there’s a lot of literature and advice out there. I had heard about the principle of Guanxi before I went to China, but I hadn’t really realised how important a part of business culture it was.John What is Guanxi, exactly?Jim It refers to relationships or connections with people that are built on trust and have been developed over a long time. These relationships are based on shared experience-people operating in a similar field-and often also on the exchange of gifts or favours.John But if you’re an outsider, that must make life very difficult. You don’t have a shared background as such...Jim That’s right. You don’t have those networks and for that reason you’re going to have to be patient, because it takes time to develop them. That’s why so many foreign businesses look for a Chinese partner who has good contacts already, like an agent or business partner.John And is there any other way to shortcut this process?Jim Not really. Gift-giving is helpful - presenting a small gift at the end of a meeting, for example. Don’t expect immediate returns, though, and don’t give anything big. The Chinese government has clamped down hard on bribery in recent years and won’t tolerate it. What you have to do is build friendships.John And how would you go about that? Any particular tips?Jim There’s no particular secret: just get to know your partners, exchange small talk, invite them out for meals - Chinese people love eating out. They’ll certainly invite you out to a restaurant at some point. The main thing is just to be yourself...with an extra bit of formality and politeness. Don’t do what some people do and try to be Chinese.John And are there any things you shouldn’t talk about - any taboos?Jim Umm... I think the important thing is to show genuine interest in learning aboutChina and its customs, and to be respectful of the country and the government. There are also a few different habits. Sometime during the meal there will be toasts - make sure that you make one to the most senior member of the group there.John Any other tips?Jim well, they appreciate the best - established brands with a quality reputation - having had limited access to western products in the past. Everyday practicalities? Er... People dress soberly for business, they shake hands on ually, though occasionally they’ll just nod at you. They love to exchange business cards, so bring lots of those. And when you receive one make sure you study it carefully - it’s very rude just to put it straight in your pocket.John What about their behaviour? The Chinese have a reputation for being difficult to read.Jim I don’t really find that. Perhaps they use facial expressions or gestures less freely than westerners do. They do seem to take their time agreeing to things. There are two reasons for that: first of all, they generally operate within big hierarchies and the decision may need to come from high up; secondly, they dislike saying ‘no’ directly. If they start to make a series of small objections to something, it generally means they’re trying to say they’re not interested. But above all, as i said before, don’t worry about the time all this takes - you’re going to need that anyway to learn how Chinese companies operate and all the governance and tax laws, the regulations around joint ventures and so on...12.2 Small talk: short responses(page122)Sarah Hi, Joachim, sorry to be a little late.Joachim No problem. Good to see you again. How was your trip?Sarah It was fine. No delays , just the usual traffic from the airport.Joachim And did you find our offices easily?Sarah Yes, thank you. Your directions were very clear.Joachim OK. So, can I get you a coffee before we start?Sarah Yes. I’d love one. White, one sugar, please.Joachim And, how are you fixed for time?Sarah I’ve got a couple of hours now. I hope that’s enough.Joachim Sorry, do you mind if I just take this call?Sarah No, of course not. Go ahead...Joachim Sorry about that - the boss. So, are you expecting it to be a good year? Sarah Well, I hope so. Last year was pretty flat, as you know.Joachim Well, that’s really what I’d like to talk about today - how we can ramp things up a bit. Can I be of any help with the marketing side of things?Sarah That’s kind of you, but we should be able to cope. It’s just a question of programming it in. We’re planning a campaign meeting next week...Joachim ...so I think that’s been a useful start to our discussions. I will programme another meeting for two weeks’ time. But I think you have to go now. Would you like to go for a meal this evening?Sarah I’d love to, but I’m afraid I have to be back in London by six.Joachim No worries. Would you like a lift back to the station?Sarah That would be really nice, but I don’t want to put you out.Joachim It’s no problem. I’m going that way anyway.。

Achieving Personal Greatness(Abridged)Joe LovePeople who are great are those who are in tune with the social values of theirtime.They are able to identify the right time and place for the parameters of success.For greatness to take place it has to carry beyond the year,the decade ,orthe century;it has to be more than just something superficial;it has to be ableto trav el well from one area to another.Greatness does not always produce immediate success.For example ,HermanMelville wrote Moby Dick at the height of his creative achievements,but it did notsell well.Eventually,the culture caught up with him and his writing became asuccess.Henry David Thoreau,who wrote the classic Walden,went unnoticed during hislife,and died in obscurity.Because of this gap between the lack of immediate success and eventual recognition,it is often said that great people are ahead of their time.People whoare great often seem unique,isolated,or even out of touch because they oftenrepresent the beingning of change.As a result,the depth of their contribution andtheir full worth may not be recognized for as long as 500 years.A good example ofthis is Leonardo da Vinci ,because many of his inventions and ideas,such as the airplane,the helicopter,roller bearings,air-conditioning,and the self-drivencar,were not even comprehended until the 20th century technology became available.There are people who achieve greatness just from their very nature and not fromtheir accomplishments.These people do not have to wrirte symphonies,paintpicture,or write books.For this type of person,greatness is solely on theinside,through their thoughts and feelings,not throught their actions.Most people who are great do not make for a dramatic biography.The significanceof their lives is not what happens to them or what they produce.Rather,they leadlives of inner silence.They represent the other side of greatness,greatness thatis there without fame or fortune.We do not think of them as"making it"in socialterms.Yet they have a total commitment to the best of life and the betterment of society.Some of these quiet great people have been religious contemplatives,whoselives provide an affirmative answer to the question philosophers love to ask:"Ifa tree falls in the forest and no one hears it,has it made any sound?"The world has many great people who are not religious per se,and have onlylimited contact with the wider world.For example,your generous and kind nextdoor neighbor who is loved by the whole community may not be rememberred"by history"after he or she is gone,but in terms of real personal greatness,his or her ability to increase the value of love in others is second to none.Because this person is able to pass on these unique human qualities to his or her family and friends,he or she does have a positive influence on the world,however small.What this means is that when you look at great people throughout history,the distinction is not so much between being great and not being great as between greatness manifesting itself in a small arena of life and in a very large one.Greatness is normal,it is natural,it is necessary,and it is certainly beneficial for us all,even though it may have little to do with fame or fortune.While success is dependent on external circumstances and achievements,greatness is an inner contact between the individual and the universe to create and discover deepening qualities of life and how best to express them.Ralph Waldo Emerson wrote,"Accroding to the depth from which you draw your life,such is the depth of your accomplishment,manners,and presence."Great people are those who allow greatness to blossom.It is not so much the kind of activity they are involved in,be it music,gardening,raising children or finding a cure for a disease,as their personalities that have an effect on all of us.It does not really matter whether they are well-known or not;great people can create great effects even on a quiet level.We need greatness in the world more than we need any other single human or natural resource.As we move further into the 21th century,perhaps for the first time in history,we can think about the possibility of an entire society of great individuals.Anyone who is willing to take on the reponsibility for his or her own greatness is giving the world the best possible gift.。

剑桥商务英语unit12thejobmarketUnit 12: The Job MarketLearning Objectives:- Understand the different components of the job market- Learn vocabulary related to job searching and interviews- Practice reading and listening skills in the context of job market discussionsVocabulary:1. Job market: the demand for and supply of jobs in a particular country or region2. Unemployment rate: the percentage of the labor force that is unemployed3. Labor force: the total number of people who are of working age and are either employed or actively seeking employment4. Job seeker: a person who is actively looking for employment5. Job opening: a position that is available for someone to fill6. CV (Curriculum Vitae): a document that summarizes a person's education, work experience, and skills, typically used when applying for academic, scientific, or research positions7. Resume: a document that summarizes a person's education, work experience, and skills, typically used when applying for non-academic positions8. Cover letter: a letter that accompanies a resume or CV and provides additional information about the applicant's qualifications and interest in the position9. Interview: a formal meeting between a job applicant and potential employer to assess the applicant's suitability for the position10. Recruitment agency: a company that specializes in finding and hiring employees on behalf of other companies11. Networking: the process of building and maintaining professional relationships to exchange information and develop opportunities12. Job satisfaction: the level of contentment and fulfillment a person experiences in their jobSample Sentences:1. The job market is highly competitive, with many qualified candidates applying for the same position.2. The unemployment rate has been steadily decreasing, indicating positive growth in the job market.3. Many job seekers are finding it difficult to secure employment due to the tough job market.4. There are currently several job openings at our company, and we are actively recruiting new employees.5. It is important to tailor your CV to highlight your relevant skills and experiences for each job application.6. A well-written cover letter can greatly improve your chances of getting an interview.7. She felt a sense of job satisfaction after receiving positive feedback from her supervisor.8. Networking is crucial in today's job market, as many opportunities are often found through personal connections. Additional Resources:1. Cambridge Business English Dictionary: This dictionary provides a comprehensive list of business-related vocabulary and definitions.2. Monster: This website offers job search tools and advice for job seekers.3. LinkedIn: This professional networking website allows users to connect with colleagues, discover job opportunities, and showcase their skills and experiences.。

Unit12advertising 广告aimed 旨在awareness 意识channel 渠道loyalty 忠诚maturity 成熟medium 中小型tactics 策略、战略target 目标trial 尝试The basic idea behind the 'marketing concept' - that you make what you can sell rather than sell what you make - does not mean that your product will sell all by itself. Even a good, attractively-priced product that clearly satisfies a need has to be made known to its target customers.市场营销的基本观点是—做你可以卖的，而不是卖你做的—并不意味着您的产品将全部自动售出。

即使是一个很好的、价格诱人的、且显然满足于某一需求的产品，也必须要让它的目标客户知晓。

Sales promotions can also be aimed at distributors, dealers and retailers, to encourage them to stock new items or larger quantities, or to encourage off-season buying, or the stocking of items related to an existing product.促销也可以针对分销商、经销商和零售商，鼓励他们去购买新的商品或更大的数量，或鼓励淡季购买，或商品的存储与现存的产品有关的项目。

1.advertising广告—competitors竞争对手—publicity宣传—salespromotion促销2.advertising agency广告代理—advertising campaign广告活动—mediaplan媒体计划—word-of-mouth advertising 口头广告3.advertising manager广告经理—brand-switcher经常换品牌的人—marketing manager营销经理—sales rep销售代表4.after-sales service售后服务—guarantee保修—optional features选择性功能—points of sale 销售地点5.brand awareness品牌意识—brand loyalty品牌忠诚—brand name品牌名-brand preference品牌偏好petitions竞争—coupons优惠券—free samples免费样品—line-stretching产品线延伸7.credit terms信贷条款—discount折扣—list price价目表—packaging包装8.decline下降—growth成长—introduction引进—product improvement产品改进9.focus group interviews焦点团体访谈—internal research内部研究—mediaplan媒介计划—questionnaire调查问卷10.packaging包装—place地方—product产品—promotion促销Unit13Bookkeeping 簿记Accounting 会计、会计学managerial accounting 管理会计c ost accounting 成本会计tax accounting 税务会计auditing 牢记“creative accounting”违法伪造会计assets 资产liabilities 负债turnover 营业额earnings or income 收入stock (GB) or inventory (US) 存储存货shareholders (GB) or stockholders (US) 股东depreciation (GB) or amortization (US) 折旧creditors (GB) or accounts payable (US) 债权人应付账额debtors (GB) or accounts receivable (US) 债务人应收账额overheads (GB) or overhead (US) 一般管理费用In times of inflation, this understates the value of appreciating assets such as land, but overstates profits as it does not record the replacement cost of plant or stock.在通货膨胀时期，这低估了资产升值的价值，如土地的价值，但高估了利润，因为它没有记录的工厂或股票的替代成本Part of the profit goes to the government in taxation, part is usually distributed to shareholders (stockholders) as a dividend and part is retained by the company.利润的一部分以税收的形式给了政府，一部分是常常被分配给股东作为股息，还有一部分是被公司留存。

12.2 Social EnglishConversation starters1 Match each statement with a short response.1 Hi, how are you? A Hi there, good to meet to.2 I’m so sorry to be late. B Thank you, so are you.3 Hello, you must be Mr Channing C Yes, they’re a big improvement.4 Phew, it’s freezing today. D Very well, thanks. And you?5 I’m afraid I’m a bit pressed for E Oh, not at all. I’ve been looking6 And this is Colin, my partner. F Busy a s ever, but it’s going well.7 Thank you for finding the time G OK, then we’ll get straight downto see me. to business.8 Hey, I like your new premises. H Don’t worry. It’s not a problem.9 You’re looking well. I Yes, that’s right. Good to meet you.10 So, hoe’s business? J It is, but at least it’s not raining.Small talk: short responses2 Work with a partner. How would you respond to these questions?Write your ideas in column1 ( Response1).Question Response 1 Response 21 How was your trip? ________ __________2 Did you find our offices easily? ________ __________3 Can I get you a coffee before we start? ________ __________4 How are you fixed for time? _________ __________5 Sorry, do you mind if I just take this call? ________ _________6 Are you expecting it to be a good year? ________ _________7 Can I be of any help with the marketingside of things? _________ _________8 Would you like to go for a meal thisevening? _________ _________9 Would you like a lift back to the station? _________ _________3 Listening and note down the responses you hear to each question in column2(Response2)4 Work with your partner. Act out the dialogue again. This time give the opposite response to each question.Social situations5 You represent a supplier of car heaters from your country. You are interested in supplying your heaters to Jaguar Cars in the UK. As a first meeting, they have arranged a tour of their manufacturing plant, Your host is the production manager.·work with your partner.·Act out the situation, following the steps.VISIOR PRODUCTION MANAGER Introduce yourself and apologize Greet your guest.for being late. Offer a coffee before you start.Ask a few questions about the plant Explain the programme for the day.and your host’s job. Check if it’s OKTHE TOURThank your host for the tour. Offer your guest some lunch at aThai restaurant.Explain that you don’t like spicy food. Suggest a pub instead.You are interrupted at lunch by a call Ask your guest some questions abouton your mobile.Apologize. His/her country.You have a train to catch.Thank you Offer your guest a lift to the station.host for the meal.Invite your host to visite your factory Arrange a time to call to discuss thenext month. next steps.Thank your host once again.12.3 Reading Test:Part Five and Part SixPart Five of the Reading Test consists of a business text approximately 250 words long. It is a gapped text, with ten single words missing. The choice of word to will each gap is completely up to you. The missing words tend to be small words such as this, but not,as,rather,ect.Part Six of the Reading Text is a passage(a business letter, short article or piece of publicity)of 150-200 words containing some unnecessary words, Each line of the text your ability to proofread business documents.Give yourself ten minutes to complete each task.For Part Five, follow these steps.·Read the instructions twice and make sure you understand the context of the passage and what you are being asked to do.·Read the passage through quickly(tow minutes)to get the general meaning.·Re-read to the first gap and look at the whole sentence. What words fits grammatically and in meaning.·If the right word doesn’t comet to you quickly and instinctively, move on to the next gap.·Re-read the passage and fill in any gaps you have missed.For Part Six, follow these steps.·Read the instructions twice and make sure you understand the context of the passage and what you are being asked to do.·Read each sentence, not just each line, before trying to identify an unnecessary word. ·Remember not all lines contain a mistake.·At the end read the text back, taking account of your corrections,and make sure it makes sense.Part Five-Choosing the right word1 Look at this sentence. Think of a word that fits the gap.Advances have been made not_____in cleaner fuels, but also in energy efficiency. The answer is only as in the phrase not only...but also.2 Choose a word for these sentences. Explain why you chose this word.1 We need to persuade people to use less energy______than building new power plants.2 There is_____greater awareness these days of environmental issues.3 _________far, the company has sold 20m of the new devices and is hopeful that soon every household will have one.3 Following the approach described on page 124 do Practice Test Part Five. PART FIVEQUESTION 1-10·Read this article about business gifts.·For each question 1-10, write one word to fill each gap.·There is an example at the beginning(0)Permitted business giftsA business courtesy should not be accepted if the donor expects something(0)·······return: he may be attempting to gain an unfair advantage or to influence the employee’s judgment.Employees(1)·········also avoid a pattern of accepting frequent gifts or business courtesies from the same persons or companies. Employees may not accept honoraria and may not accept expense reimbursements in excess of $50 from any not-for-profit organization supported by the Company(other(2) ·········through the Matching Gift Program).Examples of permitted gifts and business courtesies:·A ballpoint pen with a company logo would satisfy the test of being promotional(3)········nature and of nominal value. An inscribed gold wristwatch would be unlikely to be nominal in value and , therefor, would (4)········be acceptable. ·Lunch or dinner invitations to reasonably priced establishments(5)··········be permitted if furnished in connection with bona fide business meetings or conferences but, (6)··········the meal or entertainment is lavish or frequent, it is not acceptable.·Accepting a reasonably priced meal, golf outing or sporting event or entertainment ticket in the local area(7)·······an occasional basis may be reasonable. Regular invitations or accepting a trip out of the local area to attend a golf outing, sporting event or entertainment event is not.The Company(8)··········pays for work-related transportation, loading and expenses directly or on a pro-rata basis for combined work and personal trip consistent with the company’s existing travel and entertainment policy.Accepting(9)·········offer for an expenses paid trip for pleasure with a customer or supplier is(10)·····permitted.Part Six-Identifying redundant words4 Find the unnecessary word in each sentence.1 It is considered as a social mistake to discuss questions of money too openly.2 If we answered to every demand for a more personalized service, we would be lost.3 He was happy with the plan because it gave him no flexibility.4 Public sector workers, normally the lowest paid, they have had big salary rises.5 When the cost of supplier is too high because the manufacturer is forced to raise his prices.6 In recent years employers who have been taking more interest in recruitment.7 However, the company has completely revised its range of products in the 1990s.8 It is important to give employees an advice on how best to perform their role.5 Use these labels to describe the mistakes in exercise 4.A unnecessary relative pronoun E unnecessary articleB inappropriate negative F unnecessary auxiliary verbC repeated subject G double conjunctionD unnecessary adverb H extra preposition6 Following the approach on page 124 do Practice Test Part Six on page 126. PART SIXQUESTION 1-12·Read the text below about cross-culture communication in education.·In most of the lines there is one extra word.It is either grammatically incorrect or does not fit in with the sense of the text.Some lines, however,are correct.·If a line is correct, write correct next to it.·If there is an extra word,write the extra word next to it.·There are two example at the beginning(0and00).Communication in the classroom0 Everything that what happens in a school, and especially in the classroom.00 involves communication, the act of sharing information. Sometimes1 communication involves using oral or written symbols. On the other2 occasions, communication involves various types of non-verbal symbols,including3 body language.Most behaviour problems in schools, and their resolutions, they4 involve some type of a munication permeates education.5 Communication is culture bound. The way an individual communications with6 emanates from his or her culture. Of course, a person may know more than7 one culture or may be have competent in a combination of cultures.8 Nonetheless, one basic truth prevails: when communication is a product of culture.9 Students with different culture norms are at risk if teachers have a little10 knowledge, sensitivity or appreciation of the diversity in communication11 styles. Such teachers may not perceive differences as problems and respond to12 students’diversity with negative attitudes, low expectations and culturally inappropriate teaching and assessment procedures.。

12.1 Business lawListning:A colour problem1(P116)In this case both phone operators are using logos which use the same colour. One operator could argue that customers will therefore confuse the brand and that their competitor is making use of their brand image.2(P116)(1) TV commercials(2) T-shirts(3) orange(4) petrol company(5) green(6) shape(7) business(8) coloursVocabulary:Legal terms3(P116)1 I2 A3 F4 G5 B6 E7 H8 J9 CReading: Colourful cases4(P117)(1) C(the ‘premises’ refers to the petrol station)(2) B(Normal people…aren’t likely to face legal proceedings)(3) A(The operator has followed the easyGroup trademark branding and used orange.)(4) B(Google has said it intends to stop…)(5) A(Orange may be taking easyMobile to court…though easyMobile is part ofa bigger company called easyGroup)(6) C(TOP is an Irish company but BP can only sue its stations in Northern Ireland which come under United Kingdom law.)(7) B(Google had said it intends to stop the use of its name…/A spokeswoman said:We think it’s important to make the distinction between…)Grammar: Indirect questions and tags1(P118)(1) don’t they(2) you can use the same colour(3) there’s anything else(4) you think the outcome will be3(P118)(1) Do you think business will become...(2) I was wondering what you think...(3) ...a good product, is n’t it?(4) ...by plane, won’t they?(5) Do you think employees can work...(6) …what your plans for your future career are?(or)…what your plans are for your future career?(7) …experience do you think would help…(8) …for three years, haven’t you?12.2 Handling questionsListening:Difficult questions1(P120)A The customer might ask:Can I have a refund? Can I exchange this for something else? The shop assistant might ask:When did you buy it?Do you have the receipt? Did you pay by credit card or cash?B The employee might ask:Why wasn’t I paid for that overtime I did? Why is the tax higher this month?C The students might ask:What did I get wrong? Why was my mark so low? The teacher might ask:What went wrong? Did you revise?D The manager might ask:Have you read our policy on sending emails? Why did you send so many?E The journalists might ask:What is the company doing to solve the problem? Will you be giving customers a refund?2(P120)Conversation 1: CConversation 2: EConversation 3: BConversation 4: AConversation 5: D3(P120)(1) E (2) F (3) C (4) B (5) A (6) D4(P121)1,2,3: A,C,E4 F5,6:B,DSpeaking: Responding to questions5(P121)(1) Sorry, I didn’t understand the question.(2) I’m afraid I’m unable to answer that at the moment.(3) That’s a very good question.(4) I just need to check with someone first.(5) I’d like to come back to that point later on if that’s OK.(6) I’m afraid I’m unable to answer that at the moment.Reading:Press releases1(P122)(1) When they have important news, company announcements, or at any time when it’s possible to given an ‘interesting slant’.*(2) When the story explains how your company has helped the local community or has raised money for charity. Also the story might be about success or relate to other hot topics. They won’t use it if it seems like an advert.(3) One advantage is that a press release is free publicity and also that the public tend to take more notice of the company than they would from seeing an advertisement.*You may need to explain the term, ‘intersting slant’. This often refers to newspaper stories which take an ordinary or even potentially uninteresting event but manage to make it interesting in some way.2(P122)Text C isn’t a good press release because it reads like an advertisement. It announces a sale with discounts and there is no suggestion that the company has done anything useful for the community.3(P123)(1) C (2) D (3) A (4) A (5) B (6) C (7) B5(P113)-Introduces the news:I am writing/It is always good to hear-Refers to reader’s knowledge:As many of you are aware/As many local people will know-Announces good news:we are therefore pleased to announce/we are delighted/we are celebrating-Handles had news:Contrary to recent suggestions/we are taking this very seriouslyWriting:A press release12.3 Speaking Test: Part ThreeExam practice1(P124)Express an opinion:I think…/In my opinion…/I feel that…/It’s important that…Compare and contrast information:On the one hand…on the other hand…/Ask the other person for their opinion:What do you think?/How do you feel about…?/Do you agree?Ask for clarification or repetition:Do you mean…?/Sorry, I don’t quite follow you./Can you repeat that?Agree:That’s right./Yes, and…/I agree…/Sure.Disagree:I know what you mean, but…/Yes, but…/Don’t you also think, though, that…2(P124)(1) B(In Part Three you should work together and support your partner so both of you hane plenty of time to speak.)(2) G(3) G(4) B(Listen to what your partner says and respond appropriately.)(5) G(6) B(Only discuss the topic given to you for discussion.(7) G**Note that candidates won’t necessarily fail if they can’t agree or can’t reach a conclusion, but it is preferable.。

第12单元名牌产品与品牌管理预览越来越多的企业认识到企业最宝贵的资产之一就是与企业的产品和服务相联系的品牌名称。

尽管认识到这一点，但是人们很少重视管理教育中有关品牌的科目，尤其是MBA的课程。

作为营销专家以及品牌资产联合会的主席，Larry Light 观察到问题的严重性，认为“MBA代表的应该是品牌资产的杀手”。

为了强调这个问题，作为一本高级MBA层次的教材，本书强调了个人和组织在市场营销活动中遇到的重要的品牌决策方面的问题。

本书的基本目标是：（1）增强对品牌战略策划、实施以及评估等重要问题的理解。

（2）为做出更好的品牌决策，提供适当的理论、模型和其他工具。

为了提高管理中与品牌有关的决策能力，我们尤其强调对顾客或消费者心理原则的理解。

为了这个目的，在本单元中我们界定了品牌的概念，追溯品牌的历史渊源。

我们从消费者和企业的角度考虑品牌的作用，以及品牌对消费者和企业的重要性。

我们还将讨论可以被冠以品牌的东西、不可以冠以品牌的东西，并且识别一些著名品牌。

品牌是什么？为了让人们从众多的货物中识别制造商的货物，产品被冠以品牌的历史已有数百年之久。

实际上，“品牌”这个词来源于古斯堪的那维亚语，意思就是“打上烙印”。

至今牲畜的主人们仍然把牲畜打上烙印便于识别。

根据美国营销协会的定义，品牌是一个名称、术语、符号、设计或以上的组合，其目的就是便于人们从众多卖者中识别某一卖者的产品和服务，并使其区别于同类产品。

所以，根据这个定义，建立品牌的关键是选择名称、标识、符号、包装设计或者那些利于辨识产品服务的特征。

我们把那些不同的品牌要素，也就是便于识别产品和服务的要素，叫做品牌要素。

品牌要素可以有很多形式。

例如，有不同的品牌命名方式。

在有些情况下，所有产品的品牌名称都以公司的名称命名（如通用和惠普）。

有些生产商为新产品起不同的品牌名称，这些名称与公司的名称毫无关系（如联合利华和宝洁公司）。

零售商也可以根据商店名称或者其他某些因素，创建自己的品牌（纽约Macy’s百货公司拥有自己的品牌，如Christopher Hayes、INC以及Club Room等品牌）。

新编剑桥商务英语（中级）Module_12Module 12wordlistcase litigation court prosecute defense rights judge sue lawyer trademarkexpressionsCan you explain what you mean?Could you...repeat that? / say that again?Do you mind if I answer that at the end?I can't really comment on...I'd like to come back to that point later on if that's OK.I just need to check with someone first.I'm afraid I'm unable to answer it at the moment...Let me get back to you on that.Sorry, I didn't...hear you. / catch that.Sorry, I didn't understand the question.Sorry I don't follow you...Thank you for asking that.That's a good question.Module 12.1 Business LawA color problemListening1) This first short discussion task leads into the topic of how trademarks can be too similar and cause legal proceedings between companies operating in the same area of business. Discuss the problem as a class.AnswerIn this case both phone operators are using logos which use the same color. One operator could argue that customers willtherefore confuse the brand and that their competitor is making use of their brand image.Extension12.1 Before students do exercise 2, you could play the listening and students can compare their ideas in exercise 1 to those described in the interview. Find out which of the answers they gave are mentioned in the recording. This acts as a useful listening for general information before the next exercise.2) 12.1 Students need to read the journalist's notes before they listen to the news programme and write in the missing words. Answers1 TV commercials2 T-shirts3 orange4 petrol company5 green6 shape7 business 8 colors12.1 Listening scriptP=Presenter R=ReneP Business news now, and the telecoms firm Galacall has announced it may be taking legal proceedings against the newcomer and potential rival in the telecoms market, Frontline. Frontline recently ran a series of TV commercials in which all its sales staff wore distinctive purple T-shirts. Galacall, whose trademark brand name appears in a similar shade of purple, hasn't said it will sue Frontline yet but is considering its position. Well, on the line to discuss this story is lawyer and legal expert in trademark law, Rene Mackersmann for the London-based firm Parkers and Mackersmann.R Good morning.P So Rene, I was wondering how serious Galacall is about all this? Surely they only have a case against a company which infringes the trademark by using a similar name, don't they?R Well, no. In fact there are a number of examples where companies or brands have tried to prevent others from using what they consider as trademark colors. Take the case of the mobile phone company Orange trying to stop easyMobile using the color orange. The easyGroup company had used orange on all its previous ventures, but when it launched a rival mobile phone brand, the operator Orange said easyMobile was breaking the law by using its color in the same marketplace. Then there was the oil company BP, whose logo is green and yellow. They took out litigation against an Irish petrol company who tried to paint its petrol stations green.P So do you think you can use the same color as long as your product is different?R Absolutely. For example, the food manufacturer Heinz uses turquoise on its cans but it couldn't stop someone from using the same color on, say, bicycles.P Can you tell me if there's anything else you can buy the rights on?R Oh sure. Trademarks mean firms have rights over anything like color or shape.P Shape as well?R Absolutely. Take Toblerone. They have the rights on triangular boxes for their chocolate.P So back to Galacall and Frontline. I'd like to know what you think the outcome will be if it ever gets to court. Who'll win?R Well, I'm not the judge, but if the prosecution can provethe color will confuse customers and damage Galacall's business then they might just win it.P Rene Mackersmann of Parkers and Mackersmann, thank you very much.R You're welcome.Legal termsvocabulary3) Students match the words to the definitions. They can refer to the notes and listening script as well as using a dictionary.Answers1 I2 A3 F4 G5 B6 E7 H8 J9 CColorful casesReading4) Two of the three articles provides students with more background on two of the cases mentioned in the listening. The other article is about quite a famous issue linked with the search engine, Google.Students match the statements to the case. When checking answers. ask students to refer to the part of the text which gives the answer.Answers1 C (the "premises" refers to the petrol station)2 B (Normal people...aren't likely to face legal proceedings)3 A (The operator has followed the easyGroup trademark branding and used orange.)4 B (Google has said it intends to stop...)5 A (Orange may be taking easyMobile to court...though easyMobile is part of a bigger company called easyGroup.)6 C (TOP is an Irish company but BP can only sue its stations in Northern Ireland which come under United Kingdom law.)7 B (Google had said it intends to stop the use of its name.../A spokesman said: We think it's important to make the distinction between...)5) Put students into pairs or small groups to discuss the questions. With the question about trademarks, students could comment how much they think a brand name affects what they buy, or if their own company's trademark is important for it. The second question is more open to different points of view with students saying if they think companies like Google have a fair case.Indirect questions and tagsGrammar1) 12.1 Students at this level will still have problems with word order when using indirect questions and even greater difficulties using tag questions effectively. Give them time to read 0-4 before they listen to 12.1 again. With stronger groups ask them to try and predict the answers before listening.Answers1 don't they2 you can use the same color3 there's anything else4 you think the outcome will beAsk students to try and summarise the rules based on what happens in 0-4. After some suggestions ask them to look at the grammar summary on page 130 and check if they are correct.2) Elicit from students the fact that a speaker can sound more polite and less direct by using indirect questions and tags. They are especially useful if you want to encourage people to give their opinions and get them talking.3) Students correct sentences 1-8. Note that sentence 7 is a direct question.Answers1 Do you think business will become...2 I was wondering what you think...3 ... a good product, isn't it?4 ... by plane, won't they?5 Do you think employees can work...6 ... what your plans for your future career are?(or) ... what your plans are for your future career?7 ... experience do you think would help...8 ... for three years, haven't you?PronunciationWith question tags, the intonation rises if we are very uncertain and falls if we are asking to check and confirm information we think we know. Write the following sentences on the board with the arrows and drill them.Good marketing is more important than a good product, isn't it? ↘You've studied English for three years, haven't you? ↗4) Students take turns to ask and answer questions 1-8 in exercise 3.Ask students to prepare five direct questions for a colleague about their work and life. Then tell them to swap these questions with their partner who must rewrite them as indirect questions or sentences ending in a question tag. Finally, students ask and answer their final versions of the questions with a partner.Photocopiable activity 12.1See page 182.The BEC Vantage speaking gameSpeaking5) You will need to have some dice for this lesson so that each group has one to roll. Put students into groups of three or four and let them study the instructions for the game. Students work their way round the board creating questions for other players.These will be the types of questions students can expect in the Speaking Test. They are also expected to create questions in Parts Two and Three. These will vary between direct and indirect questions.The question does not have to include the exact words on the topic square. Here are some examples:(home or country) Could you tell me where you are from? (ways of working) Does your company use flexitime? (training/education) Do you think people should continue their education throughout their lives? (food and drink) I was wondering what a favourite dish is in your country.(forms of advertising) How effective do you think leaflets are compared to word-of-mouth advertising?AlternativeYou may not want to follow the game format in some classes(such as one-to-one lessons). If that is the case, just ask your student or students to create questions at random using combinations from the board for practice.Module 12.2 Handling questionsDifficult questionsListening1) Students could discuss the situations in pairs or as a class. Ask students to think of possible direct questions the people would ask. You may also want to give a few examples for the first situation to give them the idea.Possible questionsA The customer might ask: Can I have a refund? Can I exchange this for something else? The shop assistant might ask: When did you buy it? Do you have the receipt? Did you pay by credit card or cash?B The employee might ask: Why wasn't I paid for that overtime I did? Why is the tax higher this month?C The student might ask: What did I get wrong? Why was my mark so low? The teacher might ask: What went wrong? Did you revise?D The manager might ask: Have you read our policy on sending emails? Why did you send so many?E The journalists might ask: What is the company doing to solve the problem? Will you be giving customers a refund?ExtensionWrite students' suggestions for each situation on the board and if any of the questions contain mistakes use this opportunity to clarify any points of grammar. At the end, put students into pairs and ask them to roleplay each of the situations using the questions they have brainstormed.2) 12.2 Students listen to the conversations and match them to the five situations in exercise 1.AnswersConversation 1: CConversation 2: EConversation 3: BConversation 4: AConversation 5: D12.2 Listening scriptConversation 1S=Student T=TeacherS I'm sorry but I don't understand this mark. Why was it so low? I mean, I thought I'd answered everything. What else was I supposed to write?T Look, I can't really comment on that until I've looked at it. Give me a day and let me get back to you on that. OK?Conversation 2PRM=PR Manager J=JournalistPRM OK. Are there any questions? Yes?J So you've announced that you'll be recalling all the items from supermarkets and stores, but do you have any ideas about what caused the problem?PRM That's a very good question. We're looking into it at the moment, and we hope that we will know more very soon.J How soon will these items be back on the shelves? PRM I'm afraid I'm unable to answer that at the moment. I can assure you, however, that we're doing everything we can to sort this problem out as quickly as possible.Conversation 3E=Employee M=ManagerE Can I have a word?M Sure.E It's just that this doesn't seem to be right. I did some overtime the month before last. Why hasn't it been included?M Sorry, I don't follow you. If it was for the month before last it would have been on your last cheque.E But don't you remember? You forgot to add it and said you'd add it to this month's... Conversation 4CS=Customer Service C=CustomerCS Hello. Customer Service.C Hello, I bought a Barbie doll house set and I'm afraid it's the wrong one.CS Sorry, I didn't catch that. A Barbie what?C A Barbie doll house set. You know. It has kind of pink wallpaper.CS But is there something actually wrong with it?C I think it's the wrong color or something. I don't know really. It was my daughter who said it was wrong. CS Well, we can only take it back if it's faulty.C Can I exchange it for another one though?CS Sorry. Can you wait a moment? I just need to check with someone first.Conversation 5M=Manager E=EmployeeM Sorry Peter, can I have a quick word before you go?E Erm, well, I am in a bit of a rush.M It won't take long. Let's use my office.E OK.M Take a seat. I'm aware that you've been using computers for personal use during your lunch breaks. You do know ourpolicy with regard to this, don't you?E Sorry, can you explain what you mean? Is there a problem?3) 12.2 Students listen out for the questions and match them to the responses.Answers1 E2 F3 C4 B5 A6 D4) Refer students to the Exam Success tip. Students categorise the questions to complete the language summary.Answers1,2,3: A,C,E 4 F 5,6: B,DResponding to questionSpeaking5) Students could work in pairs to decide on an appropriate response to each situation. There may be more than one possibility in some situations.Possible answers1 Sorry, I didn't understand the question.2 I'm afraid I'm unable to answer that at the moment.3 That's a very good question.4 I just need to check with someone first.5 I'd like to come back to that point later on if that's OK.6 I'm afraid I'm unable to answer that at the moment.6) Students in pairs roleplay each of the six situations in exercise 5. One student make and asks the type of questions for a situation, and the other student gives an appropriate response.Possible conversation(1)A: If I was talking to your colleagues, what do you think they would say is your greatest strength but also your main weakness when it comes to dealing with other people?B: Sorry, I don't follow you? Do you mean my colleagues in my current job?A: Yes or any previous work colleagues?B: Well, first of all, they'd say I was...ExtensionFor more practice with this language point, students could roleplay the situations in exercise 1 on page 120 (which they might have done earlier) and this time use some of the responses.Press releaseReading1) Begin by asking students if they know what a press release is and whether they ever use them where they work. Pre-work learners may also know that their college or place of study lets the local press know about its academic successes or notable events. Then ask students to read the "How to..." text and answer the questions. Note that the answer to question 3 isn't in the text but students should be able to guess..Answers1 When they have important news, company announcements, or at any time when it's possible to give an "interesting slant".*2 When the story explains how your company has helped the local community or has raised money for charity. Also the story might be about success or release to other hot topics. They won't use it if it seems like an advert.3 One advantage is that a press release is free publicity andalso that the public tend to take more notice of the company than they would from seeing an advertisement.*You may need to explain the term, "interesting slant". This often refers to newspaper stories which take an ordinary or even potentially uninteresting event but manage to make it interesting in some way.2) Give students one minute to read the four press release quickly for general meaning, and then to say which one isn't good.AnswerText C isn't a good press release because it reads like an advertisement. It announces a sale with discounts and there is no suggestion that the company has done anything useful for the community.3) Students now match the four texts to the statements. Allow about five minutes for this more detailed reading.Answers1 C2 D3 A4 A5 B6 C7 B4) Students work in groups of three (or four) and discuss the releases. They can argue which one they think readers will be most interested in and also refer back to the "How to..." article and its suggestion for what makes a good release.5) In this exercise, students focus on expressions to structurea press release.Answers- Introduces the news: I am writing / It is always good to hear - Refers to reader's knowledge: As many of you are aware / As many local people will know- Announces good news: We are therefore pleased to announce / we are delighted / we are celebrating- Handles bad news: Contrary to recent suggestions / we are taking this very seriouslyA press releaseWriting6) Student write a press release in the form of a letter to the editor of a newspaper. You could set a word limit of 140 words to reflect Part Two of the writing test. Students could begin by underlining or highlighting any key information or words from the information in the email and the handwritten notes as well as think how they can use the expressions in exercise 5.Possible answerDear Editor,Contrary to recent suggestions that the Everyman Theatre may be closing, we are pleased to announce the opening of our new cafe on May 1st. We are celebrating this event with a party for local people at 7pm. After that, the cafe will be open during the day for lunchtime shoppers as well as in the evenings for theatre audiences. We also intend to hold regular cabaret nights in the cafe. Monday for the cafe was raised by "Friends of the Everyman" and this also helped pay for the Internet access facilities. Two days after the cafe opening, the musical "guys and Dolls" will start on May 3rd in the main theatre, starring well-known TV actor Rene Travis.Please find enclosed designs for the new cafe.Yours sincerelyModule 12.3 Speaking Test: Part ThreeExam formatStudents read about the final part of the speaking test. Make sure they fully understand what happens if three people attend the exam. This occurs in situations where centres are examining odd numbers of candidates. Students need to be aware that the exam will be longer and they receive as much speaking time per person as they would in an exam with two candidates.Exam practice1) This exercise is a review of expressions that have come up during the students' book or that they might already know. Each student could write one expression for each category and then share their ideas with other students so that everyone has a good selection of expressions to draw on during the exam. Possible answersExpress an opinion: I think.../ In my opinion.../I feel that.../ It's important that...Compare and contrast information: On the one hand... on the other hand.../Ask the other person for their opinion: What do you think? / How do you feel about...?/ Do you agree?Ask for clarification or repetition: Do you mean...?/ Sorry, I don't quite follow you. / Can you repeat that? Agree: That's right. / Yes, and.../ I agree.../ Sure. Disagree: I know what you mean, but.../ Yes, but.../ Don't you also think, though, that...Students can discuss this exercise in pairs or groups, but make sure they are very clear on the correct answers at the end. To extend this, students could rewrite any statements marked B to make them give good advice (see these in brackets below).Answers1 B (In Part Three you should work together and support your partner so both of you have plenty of time to speak.)2 G3 G4 B (Listen to what your partner says and respond appropriately.)5 G6 B (Only discuss the topic given to you for discussion.)7 G**Note that candidates won't necessarily fail if they can't agree or can't reach a conclusion, but it is preferable.3) Students roleplay this part of the exam by working in pairs and discussing the topics on page 125. You can set a time limit of about three minutes per discussion as in the exam. When students finish the first topic, they move on to the next. After they have discussed two or three of the topics you could stop everyone to give some general feedback. Give praise for pairs who are collaborating well. Give feedback on any expressions or if necessary input any new phrases which you think might help their discussions.Photocopiable activity 12.2。

剑桥商务英语unit12thejobmarket【最新版】目录1.剑桥商务英语概述2.剑桥商务英语的三个级别3.剑桥商务英语的考试形式和难度4.剑桥商务英语对考生的学历要求5.剑桥商务英语在中国的影响和应用正文剑桥商务英语（Cambridge Business English，简称 BEC）是英国剑桥大学考试委员会推出的一项英语考试，旨在检验考生在商务环境中使用英语的能力。

BEC 共分为三个级别：初级、中级和高级，分别对应不同的英语水平和商务知识。

剑桥商务英语初级（BEC Preliminary）的难度相当于我国大学英语四级水平，是剑桥英语考试系列中入门级别的考试。

BEC 中级（BEC Vantage）的难度则相当于我国大学英语六级水平，要求考生具备较高的英语水平和商务知识。

BEC 高级（BEC Higher）则是剑桥商务英语系列中的最高级别，难度相当于我国英语专业八级，要求考生在商务英语方面有非常扎实的基础和丰富的实践经验。

剑桥商务英语的考试形式包括听力、阅读和写作、口语四个部分。

考试难度逐渐提高，对考生的英语水平和商务知识都有较高的要求。

值得一提的是，BEC 对考生的学历背景没有硬性要求，考生可以根据自己的实际情况选择报考级别。

只要具备相应的英语水平和商务知识，任何人都可以报名参加 BEC 考试。

在我国，剑桥商务英语证书备受认可，被誉为“职场黄金通行证”。

许多企事业单位在招聘时都会优先考虑持有 BEC 证书的应聘者，因为BEC 证书可以有效证明考生在商务英语方面的实际能力。

此外，BEC 证书也是众多学子申请国外商学院的加分项，为他们的留学之路增添更多竞争力。

总之，剑桥商务英语作为一项国际认可度极高的英语考试，对于提升考生的商务英语能力和职场竞争力具有重要意义。

可编辑修改精选全文完整版12.1 Crossing culturesVOCABULARYGlobalisation1Why do you think kofi Annan said this?‘…arguing against globalization is like arguing against the laws of gravity.’Kofi Annan, United Nations3What does the term globalization mean to you?4Mark the following aspects of globalization positive (+), negative (-) or don’t know (?).Compare and discuss with your partner.1 free trade (abolition of trade barriers)2 opening of markets3 social integration and merging of cultures (the global village)4 increased competition in the world market5 free movement of labour (migration of workers)6 free movement of capital7 development of advanced communications8 reduction in the cost of goods9 growing influence of multinational corporations5Which of these effects can you see particularly in your country?READINGCross-culture communication6Why is culture important to business people? Discuss with a partner.7 Read this opening passage from a book by Neil Bromford on cross-cultural communication. Choose the best‘blurb’to go on the back of the book.8 Think of a title for Neil Bromford’s book.9Look at these words (1-8) from the text above and find a synonym (A-I) for each.0 feature A unusual1 uncommon B aspect2 awareness C strange3 to lose face D knowledge4 to chat E to feel humiliated5 pressed for time F to weaken6 influence G to make conversation7 unfamiliar H in a hurryREADING1Make a list of three dos and three don’ts for people who have to do business in a different culture.2Dr A J Schuler gives advice on improving cross-cultural communication in organization. Read the text and choose the best word (A, B, C or D) to fill each gap.UNDERSTANDING CULTURAL DIFFERENCESDirect experienceThe best way to learn about another culture is to be thrown in at the deep end. In other words, get (0) _______ experience. Try to listen to the radio or watch TV programmes from that country or go to special clubs for that specific nationality or group-discussion groups, religious groups, dance groups, etc. In any kind of contact (1) ________ the time to listen and to learn.Don’t be afraid of differenceEven if others’behaviour seems strange of foreign, remember that differences are less (2) ________ than the things we all have in common. We are all made of the same DNA, and as human beings, we share many of the same (3)_______ and basic interests. Enjoy the things we share and at the same time, try to ‘enjoy’the differences.Understand your own cultureBy thinking about your own cultural behaviour and habits, you will open your mind(4)________the behaviour of others. Also this will help you-when you are interpreting the behaviour of an unfamiliar culture-to avoid applying your own cultural (5)________ .Avoid stereotypesWe find stereotypes useful because they help us to order our world and to categorise the different people and experiences in it. They also help to (6)_______ us when we feel uncertain. On the whole though, stereotypes are very superficial and don’t take account of individual differences. Also, because they can be defensive and made to protect us from uncertainty, they often (7)_______ negative wiews of a different culture.We live in a changing worldCultres change through time, and these days, in the ‘global village’ that we live in, this process is happening more rapidly. Don’t(8)________ the effect that your interaction with another culture will have on that culture. As you try to understand them and move(9)________ them, so they will do the same and the cultre that you thought you were dealing with will have changed.Think also about how your own cultural values are being received or accommodated by your foreign (10)_____as you both try to bridge the gap.0 A unique B fist-hand C original D personnel1 A take B have C spend D pass2 A many B numerous C ample D amount3 A motors B motivators C motivations D motifs4 A up B for C of D to5 A standards B mentality C figures D thought6 A assure B ensure C insure D reassure7 A make B promote C mean D reassure8 A undergo B underprice C underestimate D understand9 A to B across C close D towards10 A opposite B counterpart C relation D workmate GRAMMARGrammar TipAll the verb forms in exercise 3 are used to speculate about the past; in other words to wonder how things might have been different from what thy actually were. Speculation3What is implied about what actually happened in each of these cases?0 If I had listened to your advice, I would never have taken the rain.I took the train and it was a disaster.1 I would be a millionaire by now if I had taken up her offer.2 If I were braver, I would have told him what I thought.3 I shouldn’t have been so hasty in my judgment of her.4 I wish we had been taught to speak languages better at school.5 Without influential political connections, he wouldn’t have got so far.6 He should have thought before he spoke.7 She could have been anything she wanted to be, if she had put her mind to it.8 In hindsight, it might have been more polite to arrive a little early.4Complete the following sentences0 I’m glad she spoke good English. It could have been (could/ be) difficult otherwise.1 If I had known I was going to have to pay for myself, I _________(never/accept) their invitation.2 No-one would have heard me say I was leaving if he _________(not/put) the call on speaker phone.3 I know you didn’t want to go to their party, but you________(should/reply) to the invitation.4 Never eat raw vegetables-they__________(might/wash) in unclean water.5 You__________(should/not/take) a gift. No-one else did and I think the hosts were embarrassed.6 I really wanted to meet Anna- I wish you____________(introduce) me.5Study the following culturally sensitive situations. What is the best way to handle each situation?1 Serge prided himself on his adventurousness with food. Until, that is, Mr Sato, the company’s main Japanese supplier, invited him out to dinner and ordered them each a dish consisting of a small charred bird. As Serge hesitated Mr Sato proceeded to eat his bird whole, head and all.2 Tina was pressed for time. She was at the Milan trade fair only for one day with too many people to see and too many things to do. Her heart sank as she saw Umberto Ginelli approaching. Signor Ginelli was one of her best customers but always seemed to have all the time in the world to chat.3 Frank was known for telling jokes in poor taste and Stefan was dreading spending another evening with him, especially with his boss there, as he was easily offended. Then Frank began,‘Did you hear the one about the Irishman and the American tourist?’4 Maison Blanc was a very expensive restaurant and Sarah had always wanted to go there. But now she was there, she couldn’t relax. Malcolm had invited everyone in the team to celebrate his promotion, but it wasn’t really clear whether he was going to pay or each person had to pay for themselves.6 Have you had any similar experiences? Describe them to your partner. Ask what they would have done in the same situation.READING1 Work with your partner to answer the following quiz taken from the in-flight2 Compare your answers with the ones given. How did you do ? Are you surprised?LISTENINGUnderstanding business culture3 12.1 You will hear an extract from the radio series The real world of business. In this programme an American electronics entrepreneur talks about his experience of doing business in China. Listen and mark one letter(A, B or C) for the correct answer.1 Jim hadn’t realized that Guanxi wasA so vital in business.B so common in Chinese culture.C such a complicated principle.2 He defines Guanxi asA building a support network of collaborators in business.B the exchange of presents between collaborators.C the experience you gain from doing business over a long time.3 A lot of foreign companiesA use Chinese interpretersB fail because they don’t understand Guanxi.C try to form partnerships with Chinese business people.4 The Chinese government’s policy on bribery isA quite relaxed.B much stricter than it used to be.C to ignore it.5 You should show an interest inA the most important person in the group.B Chinese food.C Chinese culture and society.6 When you receive a business card you shouldA read it properly before putting it away.B not put it in your pocket.C give yours at the same time.7 One reason it takes time to get an agreement isA the Chinese don’t like to commit themselves.B there are often many levels of management to go through.C they will want to solve all the small problems first.8 The most important thing isA to be patient.B to understand the tax lawsC to learn some Chinese.WRITINGA market profile report4 Following a recent business trip to China to investigate the possibilities of importing teas, your manager has asked you to write a report on the particularities of doing business over there. Write the report, including the following points:●the aims of your visit.●How your meetings with tea manufacturers went.●The reaction of your potential business partners to your proposals.●Advice and recommendations for other colleagues who follow up this visit.。

Unit 12 Statistics（n.統計量）A. Reading and presentation1. The introduction of Volvo全球性集团沃尔沃集团是世界上最大的商用运输产品供应商之一。

沃尔沃制造卡车、客车、建筑机械、应用于船舶和工业用途的动力系统、航空发动机及航空发动机部件。

产品范围还包括客户定制的金融、租赁、保险和维修总体解决方案，以及基于IT技术的运输信息和管理的整体解决方案。

沃尔沃始创于1927年,总部设在瑞典哥德堡.长期以来,它闪亮的品质一直与公司的三个核心价值观: 质量,安全,环保紧密联系在一起.通过2001年收购法国雷诺(Renaut)公司的卡车业务,使得集团获得了另外两个强大的品牌:法国雷诺(Renaut)和美国马克(Mack)卡车.在市场上,互为补充,在其核心价值观的引导下,沃尔沃集团不断发展和壮大.沃尔沃集团经营范围主要由八个商业领域组成, 分别是: 沃尔沃卡车, 雷诺(Renault)卡车, 马克(Mack)卡车, 沃尔沃客车, 沃尔沃建筑设备, 沃尔沃遍达公司, 沃尔沃航空航天公司以及金融服务.此外, 还有多个商业机构在工程, 研发, IT, 零部件和物流等领域提供全集团范围内的支持.在2002年, 72,000名员工实现销售额达到198亿欧元.产品遍布世界30多个国家.2. About the Bar chartstotal sales went up a lot/ a littletotal sales went down a lot/ a little3. New Wordsdecline ♎♓●♋♓⏹ v. 减少，下降medium-heavy ❍♓♎☯❍ adj. 中等重量的shrink ☞❒♓⏹ (shrunk,shrunk)v. 变小，减少，缩小upturn ✈☐♦☯⏹ n. 好转，上升，提高preceding ☐❒♓♦♓♎♓☠ adj. 在前的，在先的dramatic ♎❒☯❍✌♦♓ adj. 突然的，惊人的B. Vocabulary(1) Make the students understand the grid.Indicates(vt.指示、表明）a large upward change(soar,jump)Indicates a slight upward change （climb,increase,rise)Indicates a not changing(no change)Indicates a slight downward change(drop,fall,decrease,decline)Indicates a large downward change (plunge)+ changing only a little++ not increase so much and not decrease so much+++ changing greatly(2) Some words for reference:Soar: to increase quickly to a high level 猛增，骤升Climb: to increase in number, amount, or level 上升，上涨Jump: to increase suddenly, and by a large amount [突然大量地] 增加，暴涨Increase: to make something larger in amount, number, or degreeRise: to increase in number, amount or value [在数、量或价值方面]增加，增长Decrease: to go down to a lower level, or to make something do this 降低，(使)减少Fall: to move downwards from a higher position to a lower position 落下，降落Decline: to decrease in quantity or importance 减少，降低，下降Plunge: if a price, value, or rate plunges, it suddenly goes down by a largeamount [价格、价值、费用等]暴跌，骤降Drop: to fall to a lower level or amount [水平]降低，[数量]减少Steadily:(steady) moving, happening or developing in a continuous gradualway 平稳进行的，持续的Dramatically:(dramatic): impressive, sudden and often surprising 突然的，惊人的Suddenly: quickly and unexpectedly 迅速而意外的；突然的；突如其来的Sharply: if something rises, falls sharply, it rises or falls quickly and suddenly(3) Suggested Answer:Sales in Brazil decreased slightly.Sales in Iran remained unchanged.Sales in Uruguay soared.Sales in Singapore climbed dramatically. Sales in Sweden fell steadily.Sales in Peru rose steadily.12. 2 Cause and effect1. The definition of “soft drinks”Soft drinksA non-alcoholic beverage, possibly sweet or carbonated, often used as a mixer. In general, the term is used only for cold beverages. (Hot chocolate, tea, and coffee are not considered soft drinks.)2. Suggested Answer:(Rise)Hot weatherLaunch of new product Opening of new factory Successful marketing campaign Increase in tourismIncrease of incomeThe failure of competitors Price decrease(Fall)Cold/wet weatherPrice increaseCompetitionEconomic recession Customer’s preference weakenB. Listening and Presentation New Words:promotional push 促销攻势outlet ♋✞♦☐◆♦n. 批发商店；经销公司（机构）disappointing♎♓♦☯☐♓⏹♦♓☠adj. 令人失望的（沮丧的）continental ⏹♦♓⏹♏⏹♦●adj. 大陆的，大陆性的fierce ♐♓☯♦ adj. 强烈的，激烈的recession ❒♓♦♏☞☯⏹n. [经济]衰退期Mediterranean❍♏♎♓♦☯❒♏♓⏹♓☯⏹n. 地中海despite ♎♓♦☐♋♓♦prep. 尽管，不管Total Quality Management programme 整体质量管理计划significant ♦♓♑⏹♓♐♓☯⏹♦adj. 重要的，重大的productivity☐❒☯♎✈♦♓♓♦♓n. 生产力，生产率C. GrammarSales have risen ___________ our new factory.Answers:1. Production is more efficient as a result of new packaging methods in the factory.2. Distribution （n.分配、分布）is more efficient because of our new centralized (vt.使成為---中心，使集中）warehouse.3. Customers service improved due to our new distribution (n.分布，發行）centre.4. Consumers have greater access to our products due to new vending（vt.出售，販賣）machines on all railway stations.5. Our market share has increased as a result of the advertising campaign.6. 450 employees lost their jobs because of rationalization (n.合理化)of management.D. Speaking“Sales in the United States increased as a result of the hot summer weather.”12.3 Presenting InformationA. WarmerQuestions:1.Have you been on any training coursesrecently? If so, how did you find them?2.Do your companies have an in-companytraining programme? If so, what courses do your companies have for the training programme?3. What kind of courses you think the companies would offer their employees?B. Listening and presentation1. New Words:briefly ♌❒♓adv. 短暂地，短时间地in-house adj./adv. 公司(组织)内部的；在机构内部backwards ♌✌ adv. 向后地，倒退地identify ♋♓♎♏⏹♦♓♐♋♓v. 确定；发现installation☯⏹n. 安装2. Ask students to listen and number the points as they are mentioned.3. The students listen again and note phrases which are used to structure the speech.Answers:I’m going to talk to you….Let’s start by….Last year….One of the results of this….A second one….Let’s move on….(have a look)C. SpeakingGreeting and IntroductionGood morning, ladies and gentlemen, first of all, I’d like to introduce myself.Good morning, first, let me introduce myself. My name is James Lee. I work as an accountant for the ABC Corporation. Good morning, everyone, shall we start?Introducing the purpose of a presentation The aim/subject/purpose of my talk is to give you some information about the services we can offer you.I’m going to talk about our new training programme.My presentation today is about our staff’s needs for language training in our company.BeginningI’d like to start by/with the company’s history.Let’s begin by/with the company’s history. Let’s begin by looking at the number of people who attended the courses last year.Moving onNow we’ll move on to the second point, the number of people attending courses now. Now let’s turn on to the second point, ……My second point is about the number of people…..Now let’s look at the second point, …..ConcludingWell, I’ve told you abo ut the language training situation of last year and this year in our company.This is all I want to say about…..To conclude, I suggest that we do the following plan for the next year’s ……To sum up/summarize, I suggest that ….D. DiscussionWords for references:FlexibleExpensive,Effective,Cost-effectiveConcentratedStress/burden。