体验商务英语2_Unit_2

Dear Sirs or Madams:I am writing to invite you to attend this year’s conference, which will be held in Prague, Czech Republic, 21 – 24 November, 2008. The chief executive and the senior managers from the head office and the overseas sales managers will attend the conference. The purpose of the conference is, first of all, to enable the managers to know each other better. In addition, we would like to take this opportunity to thank you for your hard work. Most important of all, however, we will at the conference discuss how we can improve our products and services in the future.The venue we have chosen for this year’s conference is Hotel Moda. It is a 4-star hotel located about half an hour by underground to the city center. The hotel facilities are excellent with spacious bedrooms, a large swimming pool, sauna and Jacuzzi. Moreover, during the conference, we will arrange various activities for the participants, such as guided city tours, cultural tours, sightseeing and opera. I hope you will all be able to enjoy yourselves during the conference.The conference will commence on Saturday morning, 22 November. All the participants are required to arrive by Friday evening, 21 November, and leave by noon of Monday, 24 November. I sincerely wish that you can all attend this year’s conference and I look forward to meeting you in Prague.Sincerely yours,(226 words)。

Unit 2 BrandsPart 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.1A brand can be a name, a term or a symbol. It is used to ______________ C ______ a product from competitors' products.A differB competeC differentiateD compare2Brands should add value to products. It's a _________ B ________ effect whereby one plus one equals three.A energyB synergyC coordinationD collaboration3The better-known the brand name, the more people want to ____ D ____ i t _______ .A copy...offB send...offC break...offD rip...off4In the past Calvin Klein took a relatively passive _______________ A ______ to the counterfeit problem.A approachB methodC wayD mode5But as sales and brand _________ B ________ have risen, Calvin Klein has become an increasingly popular target for Asian and European counterfeiters.A imageB awarenessC managementD loyalty6Fm worried about the sales of the range of fragrances we ___________ D _______ two years ago-A soldB mountedC impoundedD launched7The advert stated-jokingly 一that 7 million points were needed for someone to _____ B ______ t he jet.A declareB claimC announceD specify8A business student, John Leonard, intends to take Pepsi Cola to __________ B _______ regarding the promotion because he thinks they should give him the prize.A homeB policeC schoolD office9Customers have become less loyal to brands and are more willing to_____ D ______ t o lower-priced coffee products.A trade inB trade forC trade upD trade down10It is _______ C _________ as an exclusive ground coffee for gourmets.A producedB madeC promotedD sold11Thank you for the _______ A ______ order of February 2 for 28,800 raincoats.A captionedB captioningC to captionD caption12Your order will be ready for shipment by February 28 and be packed ________ C ___ seaworthy containers.A byB throughC inD within13Our raincoats are now packed in a polythene bag each and then in a cardboard box, 12dozen _______ D ______ a carton,A inB atC byD to14Each carton is _______ C ______ with a polythene sheet and secured by overallstrapping.A liningB lineC linedD to line15In addition, the packing is light ____ B ___ weight and therefore easy to handle.A toB inC atD for16Since a polythene bag is used for each raincoat, it is attractive and _______ A ___ for window display.A all readyB alreadyC all readinessD readiness17 _____ B _____ regard to packing in cartons for your order, we would like to giveyou our comments as follows.A AsB With CFor D At18Cartons lined with plastic sheets can be well protected _________ A ______ m oisture, for they can be secured by overall strapping.A againstB forC byD through19Since the trace of pilferage is ________ C _____ more evident, it is easier to file a claim against the insurance company.A manyB lotC muchD fewer20Therefore, cartons are convenient _______ B _____ handle and quite suitable for ocean transportation.A forB toC byD inDirections: 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国际品牌international brand2民族品牌national brand3品牌商品branded goods4品牌管理brand management5高档品牌upmarket brand6经典品牌classic brand7品牌知名度brand awareness8品牌形象brand image9 品牌忠实brand loyalty1()品牌延伸brand stretching11物有所值cost-effective12公司战略corporate strategy13许可权利licensing right14时装设计师fashion designer15快餐公司fast food company16广告宣传活动advertising campaign17研磨咖啡ground coffee18市场份额market share19消费者调查consumer survey20细分市场market segmentPart 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 aim of the advertising campaign is to enhance brand awareness so that consumers become morefamiliar with our coffee products.广告宣传活动的冃的在于提高品牌知名度，使得消费者更了解我们的咖啡。

Diego Della Valle: Italian atmosphere is central to Tod’s global expansion迪戈•德拉瓦尔:意大利氛围是Tod全球扩张的核心It is not too difficult, in the high-ceilinged elegance of Palazzo Della Valle on the Corso Venezia in Milan, to be seduced by the charms of a certain kind of Italian lifestyle. Here is the headquarters of Tod’s Group, which has become a powerhouse in the marketing of that vision to the world’s wealthy and discerning.在米兰威尼斯大道(Corso Venezia)上的德拉瓦莱宫(Palazzo Della Valle)，天花板高高的、优雅的房间里，被某种意大利生活方式的魅力所吸引并不难。

这里是Tod’s集团的总部，它已经成为向世界上富有和有眼光的人推销这一愿景的一个强大力量。

The atmosphere is deliberate: where some Italian fashion houses have expanded ever further into the realms celebrity and glamour, Tod’s is anchored as firmly as it can be to its family roots and traditional, hand-made, century-old heritage.这种氛围是有意为之的:在一些意大利时装公司不断向名人和魅力领域扩张的时候，Tod’s却尽可能地牢牢地扎根于它的家族根源和它传统的、手工制作的、有百年历史的遗产。