商务英语unit 2 caferoma (3)

research and development and manufacturing [,mænjə'fæktʃərɪŋ]研发和生产
final salary pension scheme ['pɛnʃən] [skim] 按最终薪水给付的养老金计划
non-cash reward [rɪ'wɔrd]非现金形式的奖赏 once-in-a-lifetime 千载难逢的，令人难忘的 career goal 职业目标 senior management ['mænɪdʒmənt]高层管理人
员
Vocabulary: Benefits and Incentives
Discuss: What is most important to you when choosing a job?
an impressive job title training and staff development a good salary a pension flexible working hours opportunities to travel opportunities for promotion parental leave days off and long holidays a company car
What a lovely place Xerox is to work! Kim Moloney, a client services executive, can’t say enough nice things about her employer. ‘It’s a very special environment,’ she says, ‘People describe Xerox as a family and I was amazed at the number of people who have worked here for so long.’

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.Cl A brand can be a name, a term or a symbol. It is used to a product from competitors9 products.A differB competeC differentiateD compareB2 Brands should add value to products. Ifs a effect whereby oneplus one equals three.A energyB synergyC coordinationD collaboration D3 The better-known the brand name, the more people want to it.A copy...offB send...offC break...offD rip...offA4 In the past Calvin Klein took a relatively passive to the counterfeit problem.A approachB methodC wayD modeB5 But as sales and brand have risen, Calvin Klein has becomean increasingly popular target for Asian and European counterfeiters.A imageB awarenessC managementD loyaltyD6 I'm worried about the sales of the range of fragrances we twoyears ago.A soldB mountedC impoundedD launchedB7 The advert stated-jokingly- that 7 million points were needed for someone to the jet.A declareB claimC announceD specifyB8 A business student, John Leonard, intends to take Pepsi Cola to regarding the promotion because he thinks they should give him the prize.A homeB policeC schoolD officeD9 Customers have become less loyal to brands and are more willing to to lower-priced coffee products.A trade inB trade forC trade upD trade downCIO It is as an exclusive ground coffee for gourmets.A producedB madeC promotedD soldAll Thank you for the order of February 2 for 28,800 raincoats.A captionedB captioningC to captionD captionC12 Your order will be ready for shipment by February 28 and be packed seaworthy containers.A byB throughC inD withinD13 Our raincoats are now packed in a polythene bag each and then in a cardboard box, 12 dozen a carton.A inB atC byD toC14 Each carton is with a polythene sheet and secured by overallstrapping.A liningB lineC linedD to lineB15 In addition, the packing is light weight and therefore easy to handle.A toB inC atD forA16 Since a polythene bag is used for each raincoat, it is attractive and for window display.A all readyB alreadyC all readinessD readinessB 17 regard to packing in cartons for your order, we would like to giveyou our comments as follows.A AsB With CFor DAtA18 Cartons lined with plastic sheets can be well protected moisture,for they can be secured by overall strapping.A againstB forC byD throughC19 Since the trace of pilferage is more evident, it is easier to file aclaim against the insurance company.A manyB lotC muchD fewerB20 Therefore, cartons are convenient handle and quite suitable forocean transportation.A forB toC byD inPart II Phrase Translation1国际品牌International brand2民族品牌National brand3品牌商品Branded goods4品牌管理Brand management5 I W J档品牌luxury brand6经典品牌Classic brand7品牌知名度Brand awareness8品牌形象Brand image9品牌忠实SentenceTranslationBrand loyalty10品牌延伸Brand stretching11物有所值Value for money12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 1. The aim of the advertising campaign is to enhance brand awareness so that consumersbecome more familiar with our coffee products.广告宣传活动的目的是提高品牌知名度以便于消费者更加熟悉我们的咖啡产品。

Price:Supermarkets have been producing, under their own label,similar Products to Caferoma at much lower prices.
Copy products:Many similar products which have lower price have cut into Caferoma’s market share.
Advertising Devise a new advertising campaign: Execute specific festivals or brand anniversary discount activities
The public generally like the star as a brand image prolocutor, in order to attract fans note .
批注本地保存成功开通会员云端永久保存去开通
A well-known brand of coffee
An exclusive ground coffee
An Italian style coffee
In the last two years,Caferoma’s share has declined by almost 25%.
Brand image:Cosumers reflect that the brand no longerconveys a feeling of excitement and enthusiam,and that it does not give the pression of being up-to-date and contemporary.

首先，如外贸协会这样的进口商组织开始坚持一个观点，即欧盟 贸易委员会在采取任何的反倾销决定前必须关注他们对于亚洲产品 的依赖程度。
……before taking any anti-dumping decisions. 此部分中 before 为连词后面加上现在分词结构相当于一个时间状语从句。
e.g. After shipping the goods, please inform us of the name of steamer and the date of shipment as soon as possible. 在装运货物后，请立即通知我方船名和装船日期。
WTO itselfs
1. There are two lists below. Pair off each word in the first list with its opposite in the second.
1. theoretical 2. private 3. individual 4. capitalist 5. simple 6. buying 7. minimum 8. national
目前，讨论已经开始了，讨论的议题是在修改欧盟反倾销政策时应充分 考虑贸易商、进口商和进口产品的用户和消费者这些所有欧洲经济 操作者的利益。
此句的主要结构是Discussions have started. on……goods 这部分 内容均为discussions 的定语。
take sth. into account: consider sth. 考虑 e.g. The seller should take the risk of accepting D/A terms
Notes
5Multifibre Arrangement：(MFA) 多种纤维贸易安排即国际纺织品贸 易协议 6. Asians have long argued that the methods for determining injury to domestic industry and calculating dumping margins before imposing the fines are flawed. 亚洲人长期以来一直在抗议：在强行征缴罚款之前用来确定倾销对 于国内工业所带来的损失及核算倾销利润的方法存在问题。 impose(to sb./sth）: v. place (a penalty, tax, etc.) officially on sb. / sth 加 （罚金等）于某人 e.g. impose a further tax on wines and spirits 对果酒/烈性酒进行进一步 加税