体验商务英语第二册Unit_12_Products

大学专门用途英语教学模式初探一般来说，大学有三大功能，即人才培养、科学研究、服务社会，这三大功能相互联系、密不可分。

人才培养是大学的核心功能；科学研究是大学的重要职能，也是培养人才的重要途径；服务社会是人才培养和科学研究功能的延伸，大学通过人才培养和科学研究服务社会。

那么，大学公共英语该如何为社会服务是需要我们每一名大学公共英语教师积极思考的问题。

一、大学公共英语教学现状王守仁（2021）说过，大学公共英语课程即是为非英语专业学生开设的英语课程，是与每一位大学生都息息相关的重要基础课程[1]。

也就是说，大学公共英语是面对非英语专业本科生的公共必修基础课程，也是各高等院校覆盖面最广的一门基础课程。

目前，我国大学英语教学分为两个基础阶段。

第一阶段是学生在大一和大二两年内共四个学期的基础英语学习，即通用英语（English for General Purposes，简称EGP）；第二阶段为专业英语阶段，学生在大三或者大四学年一个学期选修由各学院专业老师开设的相关语言类课程，即专业英语课程，学习的主要内容是各学科的英语文献，在某种程度上可以说其是一门;“;专业文献阅读课;”;。

这样的课程设置并不利于学生在大学期间高效提高语言能力。

首先，我国中学基础英语教育的目标是语言综合运用能力的培养，每一个英语水平合格的大学本科新生都已经经历了十年左右的英语教育，具备了一定程度的听、说、读、写、译基础，掌握了良好的英语语言技能，并且形成了完整的英语语言知识系统。

因此，如果仍以培养学生的英语综合应用能力作为大学英语教学的主要的目标，就难免造成教学内容重复、教学资源浪费以及学生学习热情减退。

英语水平不合格的同学早已失去了对英语学习的兴趣、动力和信心。

大学通用英语教育对他们英语水平的提高、英语技能的培养作用十分有限。

其次，经调查，学科专业教师开设的专业英语课程效果也令人不是很满意。

大部分学生在专业英语课程中能够学习到的仅仅是一些专业术语的翻译方法。

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 V ocabularyDirections: 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.1 A brand can be a name, a term or a symbol. It is used to _______C_______ a product from competitors’ products.A differB competeC differentiateD compare2 Brands should add value to products. It’s a _______B________ effect whereby one plus one equals three.A energyB synergyC coordinationD collaboration3 The better-known the brand name, the more people want to ___D____ it _______.A copy…offB send…offC break…offD rip…off4 In the past Calvin Klein took a relatively passive ________A_______ to the counterfeit problem.A approachB methodC wayD mode5 But as sales and brand _______B_________ have risen, Calvin Klein has become an increasingly popular target for Asian and European counterfeiters.A imageB awarenessC managementD loyalty6 I’m worried about the sales of the range of fragrances we ________D________ two years ago.A soldB mountedC impoundedD launched7 The advert stated – jokingly – that 7 million points were needed for someone to______B______ the jet.A declareB claimC announceD specify8 A 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 office9 Customers have become less loyal to brands and are more willing to______D______ to lower-priced coffee products.A trade inB trade forC trade upD trade down10 It is _______C_________ as an exclusive ground coffee for gourmets.A producedB madeC promotedD sold11 Thank you for the _______A______ order of February 2 for 28,800 raincoats.A captionedB captioningC to captionD caption12 Your order will be ready for shipment by February 28 and be packed _____C____seaworthy containers.A byB throughC inD within13 Our raincoats are now packed in a polythene bag each and then in a cardboard box,12 dozen _______D_______ a carton,A inB atC byD to14 Each carton is ______C______ with a polythene sheet and secured by overallstrapping.A liningB lineC linedD to line15 In addition, the packing is light ____B____ weight and therefore easy to handle.A toB inC atD for16 Since a polythene bag is used for each raincoat, it is attractive and _____A____ forwindow display.A all readyB alreadyC all readinessD readiness17______B______ regard to packing in cartons for your order, we would like to give you our comments as follows.A AsB WithC ForD At18 Cartons lined with plastic sheets can be well protected ______A______ moisture,for they can be secured by overall strapping.A againstB forC byD through19 Since the trace of pilferage is _____C______ more evident, it is easier to file aclaim against the insurance company.A manyB lotC muchD fewer20 Therefore, cartons are convenient ______B______ handle and quite suitable for ocean transportation.A forB toC byD inPart 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 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 loyalty10 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 thatconsumers become more familiar with our coffee products.广告宣传活动的目的在于提高品牌知名度，使得消费者更了解我们的咖啡。

Unit 13 ProductsThe First PeriodTeaching aims:1.To learn to talk about the trademarks for products.2.To be able to express all kinds of make of products.3.Remember some common trademark and the slogan.Key points:To learn about the trademarks for products.Difficult points:I’ve just bought a …What a + adj. + n. + it is.What make is it?It is a product of …It must be very…You can count on…Teaching Methods:1.Listening and saying2.Pair work and group workTeaching aids:Tape recorderProcedures:Step 1 Greetings and Lead-inGreet the whole class.Ask Ss to do Warm-up.1.Encourage Ss to talk about different trademark and their products according to thesentence pattern : “Do you know the trademark? Yes, it’s the trademark for Coca-Cola”2.Let the Ss read the words about different trademark correctly.3.Introduce briefly all kinds of trademarks and slogans.Step 2 Listening 11.Learn the new words of this part.Notes:trademark n. 商标; 标记make n. 品牌; 型号refrigerator n. 冰箱coffee n. 咖啡toothpaste n. 牙膏shampoo n. 洗发剂，香波clothes n. 衣服，服装walkman n. 随身听after service 售后服务count on 依赖，依靠2. Ask Ss to look at the pictures, and then prepare doing listening.3. Play the tape. Ask Ss to do the match.4.Play the tape again, and then check the answers with the whole classScript of listening:1.Lenovo is a Chinese company, and it makes computers.2.P&G is an American company, and it makes shampoo.3.Motorola is an American company, and it makes cell phones.4.Pepsi is an American company, and it makes cola.5.Boss is a German company, and it makes clothes.6.Sony is a Japanese company, and it makes digital cameras.Step 3 Dialogue 11.Explain some important words and useful sentences. Encourage Ss to make somesentences.2.Explain the important phrases and divide the students into 3 groups to discuss andcomplete the dialogue with the words given below.3.Play the tape and ask Ss to read after it, and then ask Ss to play the dialogue.4.Let Ss to guess where the dialogue takes place and the relation between them.Ask Ss to talk about their familiar trademarks.5.Remember the following important phrases:I’ve just bought a …What a + adj. + n. + it is.What make is it?It is a product of …It must be very…You can count on…Step 4 Role Play 11.Practise the important phrases and words.2.Ask Ss to practise the dialogue as Dialogue 1. Ask some Ss to play the dialogue infront of the class.3.Ask Ss to practise more about this pattern.Step 5 Homework1.Make a dialogue in pairs with the knowledge learnt today.2.Copy the new words three times.3.Recite the dialogue 1 on page203.The Second Period Teaching aims:1.To talk about the price and quality for Head & Shoulders.2.To complete the dialogue with the words given in the box.3.To master some words and phrases.Key points:How to talk about the price and quality for Head & Shoulders. Difficult points:I’d like to buy…(It is ) …yuan a bottle.Why do you recommend it?Teaching Methods:1. Listening and saying2.Pair work and group workTeaching aids:Tape recorderProcedures:Step 1 Greetings and Lead-inGreet the whole class.Review the important phrases learned last period.Step 2 Listening 21.Learn the new words of this part.Notes:laptop n. 便携式电脑fashionable adj. 流行的，时兴的，时髦的comfortable adj. 使人舒服的；舒适的instant adj. （食品）速溶的；立刻的recommend v. 推荐bottle n. 瓶子smooth adj. 平滑的；光滑的washing-powder n. 洗衣粉2.Play the tape, and ask Ss to do the match.3.Play the tape again, and then check the answers with the whole class.Script of listening:a)Dell laptops are small and thin.b)Nestle coffee is instant and delicious.c)Mercedes Benz is big and comfortable.d)boss clothes are fine and fashionable.Step 3 Dialogue 21. Encourage Ss to talk about the price and quality for Head & Shoulders.3.Explain some important words and useful sentences. Encourage Ss to make somesentences.4.Play the tape and Ss read after it. Then ask some Ss to play the dialogue.5.Remember the following important phrases:I’d like to buy…(It is ) …yuan a bottle.Why do you recommend it?Step 4 Role Play 21.Practise the important phrases and words.2.Ask Ss to practise the dialogue as Dialogue 2.3.Learn how to choose good products.Step 5 Homework1.Make a dialogue in pairs with the knowledge learnt today.2.Copy the new words three times.3.Recite the dialogue on page 205.The Third PeriodTeaching aims:1.To have a summary about the slogans for products.2.To learn how to pick out sportswear.3.To master some words and phrases.Key points:To learn about the slogans for products.Difficult points:What brands of … do you have?Which one do you recommend?It’s of good quality.Thanks a lot for…Teaching Methods:1.Listening and saying2.Pair work and group workTeaching aids:Tape recorderProcedures:Step 1 Greetings and Lead-inGreet the whole class.Review the important phrases learned last period.Step 2 Listening 31.Learn the new words of this part.Notes:slogan n. 标语；口号nothing pron. 什么也没有；无drink v. (drank drunk) 喝，饮today adv. 在今天，在今日taste n. 味道sportswear n. 运动服brand n. 品牌nephew n. 侄子；外甥panda n. 熊猫be of good quality 质量优良2.Ask Ss to look at the pictures, and ask them to guess what they are going to listen.3.Play the tape, and ask Ss to match the answers, encourage students to say why.4.Play the tape again, and then check the answers with the whole class.Script of Listening 3a)‘Impossible is nothing.’--------Adidas sportswearb)‘Have you drunk it today?’--------Robust drinksc)‘It’s the taste.’------------Nestle coffeed)‘Time always follows me.’-------Rossini watchese)‘I think, therefore IBM.’------------IBM computerStep 3 Dialogue 31.Explain some important words and useful sentences. Encourage Ss to make somesentences.2.Have the students work in groups and fill in the blanks with the words given.3.Play the tape and Ss read after it. Then ask some Ss to play the dialogue.4.Divide the students into several groups and have them act out the dialogue.5.Remember the following important phrases:What brands of … do you have?Which one do you recommend?It’s of good quality.Thanks a lot for…Step 4 Role Play 31.Explain the important words and phrases, and then practise them.2.Ask Ss to practise the dialogue as Dialogue3.3.Ask Ss to make a dialogue about clothes they will choose and why.Step 5 Homework1.Make a dialogue in pairs with the knowledge learnt today.2.Copy the new words three times.3.Recite the dialogue on page207.The Fourth PeriodTeaching aims:1.To talk about Coca-Cola.2.To compare the different flavors in the Coca-Cola company.3.To master some words and phrases.Key points:To compare the flavors drinks in the Coca-Cola company.Difficult points:look on …as…around the worldfor exampleTeaching Methods:1.Listening and saying2.Pair work and group workTeaching aids:Tape recorderProcedures:Step 1 Greetings and Lead-inGreet the whole class.Review the dialogue 3 learned last period.Step 2 Pre-reading Activities1.Learn the new words of this part.Notes:flavor n. （食物或饮料的）味道；风味cherry n. 樱桃；樱桃树ambassador n. 代言人；大使diet Cola 无糖可乐caffeine-free Coke 不含咖啡因的可乐cherry Coke 樱桃口味的可乐look on … as…把….看作; 把….当作not only… but also…不仅…而且…2.Ask Ss to list the different drinks they like as usual.3.Talk about how many flavors there are in the Coca-Cola company.Step 3 Text1.Explain some important words and useful sentences. Encourage Ss to make somesentences.2.Play the tape and Ss read after it. Then ask some Ss to read the text.3.Ask Ss to finish the comprehension exercises, then check answers with the wholeclass, and ask Ss to correct the sentences.4.Grammar: the usages of begin and afterStep 4 WritingMake:____________Company:______________Quality:______________Reasons why you like:_______________Example: Haier’s washing machine is my mother’s favorite. It can wash clothes easily. It not only saves water but also saves time.Now write your own passage.My favorite_______________________________________________________________________________________Step 5 Grammar介词before和after+动名词做时间状语的用法。

欧洲制造除顶级奢侈品牌外几乎所有的时尚品牌都或者已经在亚洲生产，或者正在考虑这样做。

美国皮具制造商蔻驰（Coach）是一个典型的例子。

在过去的五年中，它通过完全在低成本市场生产已经提高了毛利率。

2002年3月它关闭了在波多黎各拉雷斯的工厂（公司拥有的最后一家工厂），将所有产品全部外包。

巴宝莉（Burberry）在亚洲有许多特许授权安排，2000年它决定给日本三洋公司的特许授权延长十年。

这意味着按零售价计算巴宝莉几乎一半的销售额将是亚洲授权生产的。

但是同时，日本的顾客却偏爱该集团欧洲生产的产品。

为了应对这种对巴宝莉在亚洲工厂所生产产品的需求，三洋公司在东京银座开设旗舰店，出售从欧洲进口的巴宝莉产品。

在《金融时报》的采访中，许多企业高管表示，消费者认为顶级的奢侈品牌来自欧洲，在亚洲尤为如此。

古琦（Gucci）的多米尼克·德索尔说：“无论如何，亚洲的消费者只相信：奢侈品来自欧洲，而且一定是那里制造的最好。

” 古琦的控股公司（Pinault Printemps Redoute）的首席执行官塞格·温伯格说，公司不会将古琦的生产线移到海外。

然而一些业内人士认识到，就算对豪华奢侈品牌而言，这种变化也将来临。

普拉达（Prada）的首席执行官帕特里齐奥·埃特里说：“‘意大利制造’的标签很重要，但我们真正提供的是一种风格，风格是文化的表现”。

因此，他认识到高品质的时尚产品并非总是要在意大利生产。

欧洲工商管理学院市场营销系的Amitava Chattopadhyay 教授说：“品牌就是消费者心中的一系列联想，其中之一就是原产地。

对于奢侈品，品牌的作用至关重要。

破坏它是一种弥天大罪。

没有哪个品牌经理愿意将产地和品牌形象之间的关系搞错。

”活儿脏，点子棒SOL清洁公司是欧洲北部最令人向往的公司之一，走进它的总部SOL城，你会感觉就像走进了一个商业广场。

它坐落在赫尔辛基市中心一家翻新过的电影制片厂里，里面色彩炫烂、气氛喧闹，彰显着非凡的创造力。

Letter of thanksDear Sir or Madam:I am writing to thank you for the wonderful product you have developed.I bought a Weight Monitor from one of your stores. It is really a wonderful product. What I like it most is that it measures the level of your body fat. I am a businessman and have been eating out a lot. Now, with your Weight Monitor, I can control my weight much more easily. Most of all, it costs only €45, which is really good value for money.I like your products and would like to know more about any of the new products you will develop in the future.Thank you in advance for your kind service.Yours faithfully(112 words)Letter of complaintDear Sir or Madam:I am writing to complain about a product I bought from your company.Recently I bought a Virtual Passenger from one of your stores. I am a sales rep, the occupation that your product is ideal for, according to your advertisement. I drive a lot for my work and often feel bored and sleepy, which is dangerous both to me and to other people. Therefore, I bought the Virtual Passenger and believed that it would help me keep awake and reduce boredom. But I soon found that your product is far from what you have advertised. It is extremely boring and the jokes are terrible. Most of all, the alarm does not work properly. Many times it failed to set off and almost caused accidents.I have already sent the product back to you by post and would be grateful if you could send me a full refund.Yours faithfully(148 words)。

体验商务英语综合教程2答案【篇一：体验商务英语综合教程4课本答案】guage reviewa: 1.c 2.h 3.d 4.a 5.b 6.e 7.f 8.gunit 2vocabularya:1. monetary regulations ernment bureaucracy3. political stability4. buying habits5. economic situation6. income distributionc:1.d 2.b 3.c 4.b 5.c 6. d7. d8. c 9. d10.dreadingf: 1 . a2. a 3. a 4. a5. aunit 3p23 vocabularyapositive meaning: build up, cement, develop, encourage, establish, improve, maintain, promote, restore, resume, strengthennegative meaning: the restbvery 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) off6—10 sounded out let(us)down set up draw up call(it)offunit 4p33language review1—4: present simple past simple present continuous present perfectp34vocabulary c1—5: overtook outstripped outbid outvote outmaneuvered6—10: outnumber overbookedoverran overcharged oversubscribedunit 5p40vocabularya 2—4: eb f h 6—8: gc db 1. satisfied dissatisfied satisfaction2. motivating motivated motivation3. fulfillment fulfilledunfulfilled4. inspiring inspiration uninspiring5. frustration frustrating frustratedp42 language reviewa 1—4: c e hb 5—8: d g a fb 1—4: have been conducted be perceived5—7: were paid were paid is reducedunit 6vocabularyb:1. e 2 . f3 .g 4 . d5 . c 6 . b 7 . areadingb: 1.e2.g3. d4. f 5. a 6. c 7. bp50aweak moderatea bit fairlyslightly increasinglymoderatelyreasonablyquiterathersomewhatb1. exceptionally, extremely, very2. exceptionally, entirely, highly, totally, very3. fairly, moderately, quite, rather, somewhat4. entirely, totally5. fairly, moderately, quite, reasonablyare entered were given strong entirely exceptionally highly totally very extremelyvocabularyb: 2. search engines 3. traffic4, site 5. search 6. key word 7. hits 8.surfers9.on-line 10.directories 11. browse 12.locatec: 1.b 2.a 3. cp58 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requestrevisionp62 adjective1 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 outsource5—8: undercharged overextended outmaneuvered overrun1. promotion改为promoted2. isolating改为 isolated3. were改为 was5. 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 adverbs1—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 vocabularya1-5 b b c a c b6-12 b b a c a b bb1. ex-president2. bilateral3. predicted4. pro-european5. underdeveloped6. mismanagement7. dishonestcuncommunicative indecisiveinefficient unenthusiastic inflexibleunfocussed unimaginativedisloyal disorganized unpopularimpracticalunsociable unstableintolerantp72 language reviewa1-8 no yes yes no nonot sure not surenob1. should2. might or could3. correct4. must5. correct6. correct7. must8. shouldunit 10vocabularya:1. complaints …e2. rapport ...d3. reassure…a4. standards …b5. products . …cb:1.c2. d3. f4.e5.a6. b7. g c:1. get to the bottom of the problem2. pass the buck3. it was the last straw4. slipped my mind5. talking at across purposes6. ripped off7. got straight to the point language reviewb:1. b2.a 3.d 4.c unit 11vocabularyb:1.speed of response2.press conference3.press release4.flow information5.action plan6.contingency plan7.legal action8.admission of liability9.loss of confidence10.damage limitationp96 language reviewb1. far【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 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%。

外语系教案第次课学时：授课时间：第周Context: Unit 1Title: IntroductionsThe tone of a business relationship can be set by an initial introduction. It is important to make a good impression right from the first handshake. When meeting businesspeople for the first time, is it better to be formal or informal? If in doubt, advise students to adopt a more formal approach. Here are some points to remember when making business introductions in English-speaking Western countries:a.Introduce businesspeople in order of professional rank –the person of highestauthority is introduced to others in the group in descending order, depending on their professional position.b.When possible, stand up when introductions are being made.c.If clients are present, they should be introduced first.d.The same and title of the person being introduced is followed by the name and titleof the other person.PROCEDURESLesson 1Starting upSs listen to four businesspeople and match the speakers to their business cards. Vocabulary 1: Job titlesSs list word as job titles or departments. Then Ss talk about their jobs or studies. Vocabulary 2: NationalitiesSs match countries and nationalities.Reading: Describing peopleThis reading section can be completed in two parts. Ss can start preparatory work on the article about Phil Knight, the founder and CEO of Nike, and complete Exercise A. Lesson 2Reading: Describing peopleSs complete more detailed comprehension questions about Phil Knight (Exercise B and C). Language focus 1: to beSs are introduced to positive and negative forms of the verb to be.Language focus 2: a/an with jobs; wh- questionsSs look at the use of a/an before vowels and consonants and are introduced to what, who and where question words.Lesson 3Listening: Talking about yourselfSs listen to three people talking about their jobs.Skills: Introducing yourself and othersSs listen to three conversations where people introduce themselves and others. They then practice introductions.Lesson 4Case study: Aloha in HawaiiSs find out information about people at a conference.WritingSs write an e-mail about two people from the conference.第次课学时：授课时间：第周Context: Unit 2Title:Work and leisureIt has never been easy to balance work and leisure. During the late twentieth century the concept of a job for life was largely replaced by the short-term contracts favored by the enterprise culture. Some found themselves with too much free time n their hands when company restructures led to redundancies. Others saw leisure time shrink and working hours increase in exchange for greater financial rewards. The British TUC estimates that, despite European Union legislation, 4 million people in the UK work more than 48 hours per week and 1 in 25 work over 60 hours. It is thought that managers and professional staff work the longest hours.PROCEDURESLesson 1Starting upSs listen to four people talking about what they want from work and make word partnerships.Vocabulary 1: Days, months, datesSs practice days, months and dates and use the prepositions in, at and on with time phrases.Lesson 2Reading: Describing your routineSs read an article about the working day of Michael Dell, Chairman of Dell computers. Language focus 1: Present simpleSs look at the present simple to talk about habits and work routines.Vocabulary 2: Leisure activitiesSs use leisure activities, verbs and time phrases to talk about leisure time.Lesson 3Language focus 2: Adverbs and expressions of frequencySs complete exercises using adverbs and expressions of frequency and listen to three people talking about their typical day.Skills: Talking about work and leisureSs match questions and answers about work and leisure and then listen to a conversation about what Tim does at the weekend. Afterwards they talk about their own work and leisure activities.Lesson 4Case study: Independent Film CompanySs role play an interview between Human Resources and unhappy employees of a film company.WritingSs use the information from the case study to list the working conditions they want to change.第次课学时：授课时间：第周Context: Unit 3Title:ProblemsProblems are a fact of life. So problem-solving is an essential life skill both at home and in the office. Many pressurized managers in the modern business world may benefit from training in conflict resolution to resolve disagreements. It is wise to deal with sensitive matters face-to-face. Irate e-mails and memos often contain sentiments we would modify if speaking to the person directly. Social psychologist Albert Merabian says that words account for seven percent of communication, tone 38 percent and body language 55 percent. These elements are particularly useful in understanding and resolving potential conflict situation but can be lost in cyber communication. PROCEDURESLesson 1Starting upSs match sentences and problems and listen to five phone calls to identify the product and the problem.Vocabulary: AdjectivesSs look at the adjectives and their opposites and use too and enough.Lesson 2Reading: Dealing with problems at workFour people answer the question: ‘What are the biggest problems facing your company?’Language focus 1: Present simple: negatives and questionsSs match questions and answers, make negative sentences and practice the question forms in a role play.Lesson 3Language focus 2: have gotSs look at the use of have got, haven’t got and Have you got? To talk about possession. Skills: Telephoning: solving problemsSs listen to four phone calls where people talk about problems. Then they role play a phone conversation talking about problems with a product.Lesson 4Case study: Blue HorizonGuests of a holiday company compare their holiday apartments with the holiday brochure and complain to a representative of the company.WritingSs listen to a voice mail and write a telephone message for the manager of Blue Horizon. 第次课学时：授课时间：第周Context: Unit 4Title:TravelAround 1400 BC Polynesians paddled across the open ocean in canoes, serching for new trading partners, and the age of business travel began. The modern businessperson is more likely to choose flying as the quickest way of getting from A to B. Although safer than canoe, this can still pose hazards. Frequent fliers are likely to encounter a number of hurdles that can lead to increased stress levels. First, you have to acturally get on the plane. Most airlines overbook to minimise seat wastage and no-shows. This means that if all the passengers who actually booked seats turn up, there could be a shortage of place. If there are not enough volunteers to give up their seats, then you may find yourself bumped – denied boarding and put on a later flight.PROCEDURESLesson 1Starting upSs talk about things they like and don't like when travelling on business. Vocabulary: Travel detailsSs practise the alphabet and numbers 1-100 and match verbs and travel phrases. Listening: Listening for informationSs listen and answer questions about travel information.Lesson 2Language focus 1: can/ can’tSs put a dialogue into the correct order and then listen to check. Then Ss role play a conversation using can/ can’t.Reading: Business hotelsSs read about facilities in The Tower Hotel.Lesson 3Language focus 2: there is/ there areSs complete sentences using ther is/ there are and carry out a role play about a new job abroad.Skills: Making bookings and checking arrangmentsSs listen and answer questions about booking a hotel room before role playing a similar situation.Lesson 4Case study: Pacific HotelA hotel manager and assistant manager allocate rooms to twelve guests at a small hotel. WritingSs write a fax to one of the guests confirming arrangements.第次课学时：授课时间：第周Context: Unit 5Title:Food and entertainmentFood can communicate complex messages about status, nationally and identity. The fashion for eating out in restaurant was adopted by the upper classes during the French revolution. Most English words relating to eating out are adopted from the French (hotel, café, menu, chef, etc.) including restaurant, which was originally from the French verb meaning ‘to store’. Later, the migrations of the twentieth century proved fertile ground for mingling cuisines and a knowledge of the vast variety on offer is viewed as a mark of modern cosmopolitan taste.PROCEDURESLesson 1Starting upSs talk about the kind of food they like and match dishes and countries. Vocabulary: Eating outSs look at food groups and different parts of a menu.Reading: TippingThis reading section can be completed in two parts. Ss match jobs with places where people work. Then Ss talk about what services they tip before completing a table about which countries tip most often (Exercises A-C).Lesson 2Reading: TippingSs read an article about factors that encourage people to tip and answer comprehension questions (Exercises D-E).Language focus 1: some/anySs correct mistakes using some and any and underline the correct words in a dialogue. Listening: Ordering a mealSs listen to what a man and a woman order in a restaurant.Lesson 3Language focus 2: Countable and uncountable nounsSs identify countable nouns and complete exercises using a lot of, many or much. Skills: EntertainingSs look at language for entertaining visitors in a restaurant and listen and respond to a waiter’s questions.Lesson 4Case study: Which restaurant?Three colleagues decide which restaurants to choose to entertain three important customers.WritingSs write an e-mail inviting a customer to dinner and giving details about the restaurant. 第次课学时：授课时间：第周Context: Unit 6Title:SalesThings have come a long way since the days when peddlers went from door to door selling wares from a pack. Now advertisements pop up as text messages. Goods can be ordered by mall order. We can compare prices, get quotes, check if an item is in stock and place an order without moving away from our computer screen. In some ways the methods o buying and selling have undergone a revolution and in others little has changed since the early 1900s when keywords in sales were service and relationships. A modern sales force uses a mixture of tried and tested techniques and new technology to increase sales. The foundation of modern sales techniques was developed in the 1950s and includes gaining the client’s interest, building desire by showing product features or giving samples, increasing conviction by comparing the product with competitors or using statistics to highlight benefits and, finally, closing the deal.PROCEDURESLesson 1Starting upSs listen to three people talk about where and when they buy products. Vocabulary 1: Buying and sellingSs complete a sales leaflet for a computer company and listen to a conversation between a buyer and seller.Lesson 2Reading: Thirsty for success?Ss read a job advertisement for a sales representative in a soft drinks company. Language focus 1: Past simpleSs complete a sales report using the past simple.Vocabulary 2: Buying and sellingSs complete a leaflet for a car hire company.Lesson 3Listening: SellingKevin Warren, the Vice President, Sales and Marketing, of Coca-Cola Enterprises, gives some advice to salespeople.Language focus 2: Past time referencesSs are introduced to expressions that refer to the past, such as ago, last (week), for, on, from… to, in and during.Skills: Presenting a productSs listen to a salesperson presenting a product at a trade fair. Then they role play being the buyer and seller at a trade fair.Lesson 4Case study: Link-up LtdA company sells mobile phones and service packages. Ss role play being salespeople and customers.WritingSs write an e-mail to a colleague about what phone and service package a customer wants, using information from the case study.第次课学时：授课时间：第周Context: Unit 7Title:PeopleWhat charactreristics can help people to succeed in business and in life? A positive attitude, intelligence, perserverance and self discipline all help. Are the personality traits that contribute to success or failiure genetic? Or do we learn these characeristics are we grow up? Experts still disagree as to whether nature or nurture is more important.Can personality and intelligence be measured? IQ and psychometric tests remain popular, and the latter are still used by many companies as part of the selection process. However, in recent years the idea that only one type of intelligence exists has been criticised. Howard Gardner developed the theory of multiple intelligence. This said that people have a number of different types of intelligence that they possess to varying degrees. These are linguistic, musical, logical-mathematical, spatical, body-kinesthetic, intrapersonal(e.g. insight) and interpersonal (e.g. social skills and the ability to understand and motivate other people).PROCEDURESLesson 1Starting upSs answer a questionnaire about what sort of person they are.Vocabulary: Describing peopleSs look at the adjectives to describe people’s personalities.Listening: A difficult colleagueA property developer talks about a colleague who left the company.Lesson 2Language focus 1: Past simple: negatives and questionsSs focus on past simple negatives and questions and write questions using Why, How long, What, When and Where.Reading: Stella McCartneySs read an article about the fashion designer Stella McCartney. Ss then match verbs and nouns to make word partnerships.Lesson 3Language focus 2: Questions formsSs look at yes/no questions and open questions. They complete a questionnaire and then listen to check answers.Skills: Negotiating: dealing with problemsSs listen to a conversation about problems of understafing in a company. Then they role paly a conversation negotiating a new company car.Lesson 4Case study: A people problemA US food coompany has problems with a business manager.WritingSs write a memo aobut their meeting.第次课学时：授课时间：第周Context: Unit 8Title:MarketsIf a company wants to sell a product or service successfully, it ust identify the target market. There are many different types of market to choose from. The mass market aims to sell to as many people as possible, crossing age and income groups. In contrast, a niche market focuses on a narrowly defined group fo customers. It often caters to a need that has been overlooked by those suppliers who cater to markets which deal in more mainstream products or sevices. Focussing on niche markets can be cost effective as marketing campaigns can sim budgets directly at potential customers, for example through advertising on local radil or in magazines targeting special interst gorups. PROCEDURESLesson 1Starting upSs ask and answer questions about a populatioin pie chart.Vocabulary: Types of marketSs listen and repeat large numbers and look at adjectives to describe markets.Lesson 2Reading: The car market in ChinaSs answer quesitons and search for large numbers in an article aobut the Chiese car market.Language focus 1: Comparatives and superlativesSs practice comparative and superlative forms of adjectives..Lesson 3Listening: Doing business in RussiaSs listen to three parts of a presentation about doing business in Russia.Language focus 2: much/ a lot, a little/ a bitSs use the language to compare cars and pool talbes and use a bar chart to talk about sales in Russia and Poland.Skills: Telephoning: solving problemsSs listen to three marketing executives talking about a new snack bar and then role play taking part in a marketing meeting.Lesson 4Case study: Cara CosmeticsA body care company is launching a new shampoo. Ss siscuss the name , size and price of the product, main outlet and income group of the target market.WritingSs write a short description of the new shampoo for Cara Cosmetics catalogue.第次课学时：授课时间：第周Context: Unit 9Title:CompaniesA company is an organisation that produces goods or services to make a profit. There ar e many different types.A small business might become a medium or large business. If a company sells directly to the public, it is a retil business. A wholesale business sells goods in bulk to other companies. Some companies have Ltd in their name. This stands for limited company. Here, shareholders only lose what they invested if the company goes bankrupt. A company with PLC after its name is a Public limited company – its shares can be freely bought and sold. In contrast a Private limited company only passes shares to another person if other shareholders agree. A conglomerate consists of several companies that have joined together. A multinational or transnational company has global operations in many different countries.PROCEDURESLesson 1Starting upSs do a companies quiz and then talk about famous companies from their country. Listening: The Mini rangeSs listen to the Corporate Communications Managers for the Mini range of cars at BMW. Language focus 1: Present continuousSs look at the present continuous for temporary ations and things that are happening now.Lesson 2Vocabulary: Describing companiesSs complete exercises to describe two companies and then complete a company profile. Reading: LVMHSs read about LVMH, the luxury goods manufacturer.Lesson 3Language focus 2: Present simple or present continuousThe tenses are compared and contrasted. Ss then do exercises to find the correct tense before carrying out a role play showing someone around a company.Skills: Starting a presentationSs listen to the start of a presentation and use notes to introduce their own presentation.Lesson 4Case study: You and your companySs role play introducing themselves and their company at a training course on giving presentations.WritingSs write a short profile about their company from the information in the case study.第次课学时：授课时间：第周Context: Unit 10Title:The WebNow that the Internet has arrived, it is difficult to imagine how we lived without it; it is has revolutionised communications. Changes are taking place at an incredible speed. Hardware is becoming more compact, faster and more affordable, allowing more individuals and companies to utilise the Net. In the past, research took longer, important documents got lost in the post and information could be difficult to find. Unfortunately this revolution has brought with it a new set of problems. Research is certainly quicker but connections can be slow, making it difficult to access the websites that you need. Documents can still get lost, but now they float around cyberspace. Spam can be a problem when you e-mail account becomes overloaded with advertising that you don't want. But more sinister are the various computer viruses which can make your computer crash. And not all countries have equal access to the advantages of new technology. PROCEDURESLesson 1Starting upSs listen to people talking about what they use the Internet for and then talk about their own Internet use.Vocabulary: Internet termsSs read advice about using the Internet and match Internet terms with their definitions.Listening: Website designA website designer talks about his job.Lesson 2Language focus 1: Talking about future plansSs look at the use of the present continuous for future use and going to for future plans. Reading: E-commerceSs look at an article about making money form the internet.Vocabulary 2: Time ecpressionsSs complete future time expressions such as by net year, in two week s’ time, tomorrow evening, in the near future.Lesson 3Language focus 2: willSs use will to complete exercises about future events and predictions. Then they role play a meeting to talk about the launch of a new website.Skills: Making arrangemensSs listen to four people making and changing arrangements by phone and role play similar situations.Lesson 4Case study: Isis Books plcThe marketing director and two sales representatives of an Internet business book company plan a sales trip to Poland and Russia.WritingSs write an e-mail to customers to confirm the date and time of the appointment arranged in the case study..第次课学时：授课时间：第周Context: Unit 11Title:CulturesCompanies which deal in the global marketplace need to be able to adapt to different business cultures. It is easier to make a good impression in our own culture than in another, where our knowledge of the language and rules of behavior may be limited. Knowledge of the protocol and etiquette in the countries we do business with is essential. Protocol is adhering to the correct procedures and conduct in formal situations. This involves knowing the acceptable way to behave and includes formalities of rank, which denotes the level of a person’s position in an organisation. Etiquette focusses on communicating in a respectful and polite way in accordance with the good manners and accepted norms of the culture.PROCEDURESLesson 1Starting upSs look at tips for visiting another country or doing business there.Vocabulary: Company culturesSs complete sentences about different company cultures.Listening: Cultural mistakesSs listen to three people talk about cultural mistakes they have made.Lesson 2Language focus 1: should/ shouldn'tSs use should and shouldn't to give advice and make suggestions.Reading: Fast food in JapanAn American sandwich chain has problems with their Japanese franchise. Ss are introduced to phrasal verbs.Lesson 3Language focus 2: could/ wouldSs look at could and would to make requests and offers.Skills: Identifying problems and agreeing actionSs listen to a human resources manager talking to the general manager of a company about problems with an employee. The Ss role play a similar problem.Lesson 4Case study: A change of cultureA general manager of an overseas bank encounters problems from the staff when she wants to introduce new ideas.WritingSs write action minutes for the meeting they had in the case study.第次课学时：授课时间：第周Context: Unit 12Title:JobsThere are valuable skills that make job seekers attractive to employers:Technical skills – which include the specialist knowledge that will help them do the job. Personal skills –personality, attitude, personal work habits and style. (Can they work under pressure? Can they work as a part of a team as well as unsupervised?). Transferable skills – the basic skills learnt through everyday situations or previous work experience that can be usefully applied to a new position.PROCEDURESLesson 1Starting upSs discuss which jobs should get the highest salary and what aspects they would like or not like in a job.Vocabulary: Skills and abilitiesSs use verbs to complete a job advertisement.Language focus 1: Present perfectSs look at the use of the present perfect to talk about actions that continue from the past to the present.Lesson 2Reading : A curriculum vitaeSs put headings in the correct place and answer questions about a curriculum vitae.Lesson 3Language focus 2: Past simple and present perfectThe tense are compared and contrasted. Ss complete a text using the correct form of the verb and look at time expressions that go with each tense.Skills: Interview skillsSs look at interview tips, listen to an interview and role play an interview situation.Lesson 4Case study: High Profile Inc.The marketing director and the human resources director of a sports agency interview candidates for a job.WritingSs write a letter to the successful candidate from the case study interview.第次课学时：授课时间：第周Book IIContext: Unit 1Title:CareersReports of the death of the traditional career have been greatly exaggerated. Despite the growth of outsourcing (buying in services that were previously performed by a company’s employees from outside the organisation) and teleworking by freelancers working from home communicating via the Internet, most professional people still go to what is recognisably a job in a building that is recognisably an office. The average tenure, the length of time that people spend in a particular job, has remained unchanged (at about seven years) for two decades.PROCEDURESLesson 1Starting upSs talk about their level of ambition and say what makes for a successful career. Vocabulary: Career movesSs look at typical word combinations and verbs used with career.Listening : Human resources and recruitmentSs listen to a public relations professional who advises companies on human resources and recuitment.Lesson 2Reading: Female train driversSs read an article about the recruitment of female underground train drivers in London.Language review: Modals 1Ss look at modals used for ability, requests and offers (can, could and would) and do exercises based around a job interview.Lesson 3Skills: Telephoning: making contactSs listen to some calls and learn how to get through to who they want to speak to, leave messages, etc.Lesson 4Case study: Blue HorizonSs choose the right candidate for an internal promotion within an international training company.第次课学时：授课时间：第周Context: Unit 2Title:Selling onlineThe world of e-commerce moves fast. The dotcom frenzy of the late 1990s, with companies raising vast amounts of money from investors, for example just to sell dog food over the Internet, came and went, and some organisations removed the dotcom suffix from their names, so much did it become a synonym for failure. E-commerce courses in business schools are no longer oversubsribed and no longer preaching that ‘everything has changed’. Companies look more at how e-commerce can be used in conjunction with other methods of selling: in retailing this means clicks and mortar, combining traditional retail outlets with online operations, ratther than investing in a whole new expensive infrastructure.PROCEDURESLesson 1Starting upSs talk about traditional shopping versus buying online and goods typically bought online Vocabulary: Shopping onlineSs work on words related to buying and selling.Listening: Selling onlineSs listen to the founder of the British operation of Amazon talk about how to succeed in online selling.Lesson 2Reading: Virtual pocket moneyTeenagers buy a lot online. The article looks at payment methods they can use to do this. Language review: Modals 2Ss apply modals for obligation, necessity and prohibition (must, need to, have to and should) in the context of rules for an online book club and in an interview.Lesson 3Skills: Negotiation: reaching agreementSs discuss tips for successful negotiating, listen to a negotiation and then role play one themselves.Lesson 4Case study: Blue HorizonA traditional package holiday company wants to team up with an online business. Ss role play negotiations between the two companies.第次课学时：授课时间：第周Context: Unit 3Title:CompaniesMultinationals are the most visible of companies. Their local subsidiaries give them sometimes global reach, even if their corporate culture, the way they do things, depends largely on their country of origin. But the tissue of most national economies is made up of much smaller organisations. Many countries owe much of their prosperity to SMEs (small and medium-sized enterprise) with tens or hundreds of employees, rather than the tens of thousands employed by large corporations. Small businesses with just a few employees are also important. Many governments hope that the small businesses of today will become the multinationals of tomorrow, but many owners of small companies chose to work that way because they find it more congenial and do not want to expand. PROCEDURESLesson 1Starting upSs talk about the types of company they would most like to work for and the business sector they work in now.Vocabulary: Company vocabularySs look at vocabulary used to describe companies and that used in company reports to describe performance.Listening: Reasons for successSs listen to the sales manager of a UK motocycle manufacturer talk about the factors that make his company successful.Lesson 2。

商务英语Unit-12-参考答案Unit 12 StrategyPart 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.1 Your order is packed in cartons lined with ___C____________ material.A water-tightB water-provedC water-proofD water-proven 2You may rest assured that the ______B_______ will be seaworthy.A packageB packingC packD packaging3We require the bicycles to be packed in a wooden case __C____ with soft materials.A fullB supportedC paddedD surrounded4 There is always a lot of ______B______ to attend to on a Monday morning.A lettersB correspondenceC communicationsD information5 We will pack the goods according to our usual practice if we do not hear from you __ B the contrary.A onB toC inD as6 The mass production C lower cost.A result fromB result onC results inD resultedwith7 The overall D _____ of the case are 100cm×80cm×60cm.A volumeB weightC capacityD dimensions8 Please have the goods packed in strong packing, so as to prevent the case_____D____ damage.A inB out ofC outD from9 The notice given by the shipper after the shipment of the goods is calledshipping C .A noticeB instructionC adviceD documents10 We hope that your customers will not object to A the goods in woodenPart 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 董事会board of directors2 工会代表union representatives3 合资企业Joint venture4 电影发行Film distribution5 经济运动an economy drive6 成本削减Cost cutting7 宗旨说明mission statements8 研究型公司a research-based company9 公司合并Company merger10 公司战略company strategy11 管理空缺Management opening12 管理团队Management team13 经销渠道Distribution channel14 并购acquisition15 商业伙伴Business partner16 发展态势development trend17 股东年度大会annual general meeting18 收购出价a takeover bid19 公司标志Company logo20 特许经营体制Franchising systemPart 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 takeover is the biggest made by a western pharmaceuticals producers ineast Europe.该收购是西方制药生产商在东欧的最大的一次收购。

Unit 12Global M&AExercises1.Answer the questions on the text.1)What does the author expect M&A activity to be in 2011?The author expects that M&A activity will continue to growth in number and strength with the global economic recovery and the improvement of financial and credit market conditions.2)What must companies also consider about M&A besides favorable factorslike abundant cash and improving economic conditions?Companies must also consider the recent opposition to certain M&A deals by activists and some shareholders and their preference to other strategies.3)What do you think unsolicited transactions, hostile acquisitions and dealjumpings are in common?Passivity on the target company and out of its expectation.4)What may further encourage unsolicited transactions?Recent success of hostile acquirers in forcing target companies to negotiate and accept deals though occasionally taking a long time.5)What are the features and trends of private equity firms?They are seeking an exit from portfolio companies and are seeing M&A as an increasingly attractive alternative to capital market transactions.6)What is an tender offer?It is a public, open offer or invitation by a prospective acquirer to all stockholders of a publicly traded corporation (the target corporation) to purchase some or all of their shares. The price offered is usually at a premium to the market price. In a tender offer, the bidder contacts shareholders directly; so the directors of the company may or may not have endorsed the tender offer proposal.7)What are the key deal issues in M&A transactions?(1)reverse break-up fees(2)caps on damages payable by acquirers failing to close(3)the availability of specific performance remedies to compel a party tocomplete an acquisition8)How do US and UK takeover systems differ?In US takeover system, state case law allows target boards to take defensive measures within certain limits.In order to correct the perceived imbalance, UK disallows deal protection mechanisms; sets a default period in which a bidder will have to either announcea fully financed bid or walk away; and implements other measures to enhancebid-related disclosure.9)What are the views on the burden of extending bids into the U.S?(1)Some of both European regulators and bidders fear that the extension of paperbids into the US may be too burdensome and the exposure to the US plaintiffs’ bar and US courts may be too uncertain and risky.(2)But the case of Morrison v. NBA may have changed European regulators andbidders view because the pending anti-fraud-based actions against non-US companies were either dismissed or the damages to companies ere greatly reduced(3)The convergence between European and US securities regulations haveproduced positive effects, may further alleviate such concerns, and would encourage M&A players to consider using more shares in cross-border deals.10)How is M&A in emerging market expected to develop in 2011?(1)It is expected to grow over one-third in 2011, taking a larger share of globalM&A activity, particularly true in BRIC nations.(2)Sovereign wealth funds abundant in funds will continue to play a key role ininbound M&As and, meanwhile, private equity is to be much more important source of funds for M&A activities there.(3)Companies from emerging markets will engage in more outbound M&A dealsfor natural resources and market growth as well as inbound ones.(4)Multinationals from the developed countries may also go on M&A activitiesin emerging markets either for market footholds or growth opportunities. 11) What is said about US M&A deal enforcement?(1) The official agencies FTC and DOJ have continued to pledge vigorousmerger enforcement and have dedicated significant resources to updating themerger review process.(2) They have also proposed changes to pre-merger notification form.(3) The Antitrust Division has enhanced enforcement in vertical mergers as wellas horizontal mergers.12) What are the trends of EU antitrust enforcement?DG COMP and its Chief Economist team are paying close attention to the US-led debate over the need to define marketsDG COMP has increased its reliance on the counterfactual analyses for judging whether a merger prevents effective competition.2.Fill in each blank in the following sentences with one of the phrases in the listgiven below. Make changes when necessary.1)BRIC nations would support the country in the areas of education, health andagriculture, among others.2)In the second quarter we successfully secured a non-dilutive source of growthcapital on very favorable terms sufficient to drive both near and longer-term initiatives.3)We seem to value time in cyclical phases and seasons rather than in minutes andhours.4)The world is facing far more challenges than before in the context of intensifiedglobalization.5)In the debate Team A seemed to get upper hand at the beginning but quickly loststrength.6)He would discuss with the officials of Bulgaria various topics such as investmentclimate, the fight against corruption, and its accession to the European Union. 7)We are urging local education and city leaders to ramp up the pressure on theirgovernments to cough up more cash for new schools in their areas.8)Potential mayoral candidates are already flush with funds from their supporterfor the coming election.9)The government has been urged to follow through on its pledge to reform thecurrent wage system.10)The birth of a new nation in Sudan may give rise to numerous thorny issues,including sharing of resources.3.Match the terms in column A with the definitions in column B.A____________________ B__________________________________________ 1) equity market A) An asset class consisting of equity securities foroperating companies that are not publicly traded on astock exchange, including venture capital, growthcapital and mezzanine capital. 52) antitrust agency B) The market, also known as stock market, whereshares are issued and traded, either through exchangesor over-the-counter markets. 13) synergy C) A merger occurring between companies producingthe same or similar products or offering similarservices. 84) due diligence D) An organization responsible for prohibitingpractices that restrain competition, includingprice-fixing conspiracies and acts designed toachieve monopoly power. 25) private equity E) A company in which a venture capital firm, buyoutfirm, holding company, or other investment fundsinvests. 106) vertical merger F) A market in which individuals and institutionstrade financial securities in order to raise funds. 9 7) tender offer G) Additional effectiveness achieved from mutuallyadvantageous integration or compatibility of effortsor resources between business participants. 38) horizontal merger H) An investigation of a business prior to signing acontract, for example, a potential acquirer evaluatinga target company or its assets for acquisition. 49) capital market I) A public, open offer by a prospective acquirer to apublicly traded corporation to tender its stock forsale at a specified price during a specified time. 710) portfolio company L) A merger between two companies producingdifferent goods or components for the finalfinished product, for example, a car manufacturermerging a tire company. 64.Translate the following passage into Chinese.去年，由于全球兼并业务突破了网络泡沫时代的惊人水平，市场又跟1999年那样派对聚会。