商務(wù)英語(yǔ)Unit2參考答案.doc

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.C1 A brand can be a name, a term or a symbol. It is used to _ a product from competitors products.A differ B compete C differentiate D compareB2 Brands should add value to products. Its a _ effect whereby one plus one equals three.A energy B synergy C coordination D collaborationD3 The better-known the brand name, the more people want to _ it _.A copyoff B sendoff C breakoff D ripoffA4 In the past Calvin Klein took a relatively passive _ to the counterfeit problem.A approach B method C way D modeB5 But as sales and brand _ have risen, Calvin Klein has become an increasingly popular target for Asian and European counterfeiters.A image B awareness C management D loyaltyD6 Im worried about the sales of the range of fragrances we _ two years ago.A sold B mounted C impounded D launchedB7 The advert stated jokingly that 7 million points were needed for someone to _ the jet.A declare B claim C announce D 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 home B police C school D officeD9 Customers have become less loyal to brands and are more willing to _ to lower-priced coffee products. A trade in B trade for C trade up D trade downC10 It is _ as an exclusive ground coffee for gourmets.A produced B made C promoted D soldA11 Thank you for the _ order of February 2 for 28,800 raincoats.A captioned B captioning C to caption D captionC12 Your order will be ready for shipment by February 28 and be packed _ seaworthy containers.A by B through C in D withinD13 Our raincoats are now packed in a polythene bag each and then in a cardboard box, 12 dozen _ a carton. A in B at C by D toC14 Each carton is _ with a polythene sheet and secured by overall strapping. A lining B line C lined D to lineB15 In addition, the packing is light _ weight and therefore easy to handle.A to B in C at D forA16 Since a polythene bag is used for each raincoat, it is attractive and _ for window display. A all ready B already C all readiness D readinessB 17 _ regard to packing in cartons for your order, we would like to give you our comments as follows.A As B With C For D AtA18 Cartons lined with plastic sheets can be well protected _ moisture, for they can be secured by overall strapping.A against B for C by D throughC19 Since the trace of pilferage is _ more evident, it is easier to file a claim against the insurance company.A many B lot C much D fewerB20 Therefore, cartons are convenient _ handle and quite suitable for ocean transportation. A for B to C by D in Part II Phrase Translation1 國(guó)際品牌International brand2 民族品牌National brand3 品牌商品Branded goods4 品牌管理Brand management5 高檔品牌luxury brand6 經(jīng)典品牌Classic brand7 品牌知名度Brand awareness8 品牌形象Brand image9 品牌忠實(shí)Brand loyalty10 品牌延伸Brand stretching11 物有所值Value for money12 公司戰(zhàn)略Corporate strategy13 許可權(quán)利Licensing right14 時(shí)裝設(shè)計(jì)師Fashion designer15 快餐公司Fast food company16 廣告宣傳活動(dòng)Advertising campaign17 研磨咖啡Ground coffee18 市場(chǎng)份額Market share19 消費(fèi)者調(diào)查Consumer survey20 細(xì)分市場(chǎng)market Segment Part III Sentence Translation1. The aim of the advertising campaign is to enhance brand awareness so that consumers become more familiar with our coffee products.廣告宣傳活動(dòng)的目的是提高品牌知名度以便于消費(fèi)者更加熟悉我們的咖啡產(chǎn)品。2. Volvos brand image is that of a well-engineered, upmarket, safe car.沃爾沃的品牌形象就是一款做工精良，定位高端，安全可靠的汽車(chē)。3. A brand can be a name, a term or a symbol. It is used to differentiate a product from competitors products.一個(gè)品牌可以是一個(gè)名字，一個(gè)術(shù)語(yǔ)或者是一個(gè)象征符號(hào)。它被用來(lái)把一個(gè)產(chǎn)品和競(jìng)爭(zhēng)者的商品區(qū)分開(kāi)。4. Brands should add value to products. Its a synergy effect whereby one plus one equals three.品牌應(yīng)該給商品增加價(jià)值。它是一加一等于三的協(xié)同增效作用。5. In the past Calvin Klein took a relatively passive approach to the counterfeit problem.過(guò)去，卡爾萬(wàn)克萊因?qū)Υ旒賳?wèn)題采取了一個(gè)相對(duì)消極的方法。6. But as sales and brand awareness have risen, Calvin Klein has become an increasingly popular target for Asian and European counterfeiters.但是，隨著銷(xiāo)售和品牌意識(shí)的上升，卡爾文克萊成為一個(gè)越來(lái)越受亞洲和歐洲的造假者喜愛(ài)的目標(biāo)。7. Customers have become less loyal to brands and are more willing to trade down to lower-priced coffee products.消費(fèi)者變得對(duì)品牌不太忠誠(chéng)了，更愿意轉(zhuǎn)而購(gòu)買(mǎi)低價(jià)的咖啡產(chǎn)品。8. Youd be amazed at how many people pay $5 for a T-shirt without realizing its counterfeit.你會(huì)很吃驚居然有那么多人花5美元買(mǎi)一件T恤衫而沒(méi)有意識(shí)到它是件假貨。9. You are a self-employed young fashion designer at the start of your career.你是一個(gè)在你的職業(yè)生涯起點(diǎn)的青年個(gè)體時(shí)裝設(shè)計(jì)師。10. Consumer surveys show that the Caferoma brand no longer convey a feeling of excitement and enthusiasm, and that it does not give the impression of being up-to-date and contemporary.消費(fèi)者調(diào)查顯示caferoma品牌不再傳遞一種興奮，熱情的感覺(jué)，它不能給人最新的，當(dāng)代的印象。Part IV Sentence Translation1 請(qǐng)報(bào)我方100公噸大米的最低價(jià)CIF廣州，并表明最早交貨期。Please quote us your lowest price CIF Guangzhou for 100 metric tons of rice, stating the earliest date of shipment.2 我們相信如你方價(jià)格有競(jìng)爭(zhēng)力，我們能向你方大量訂購(gòu)。We believe that if your price is competitive, we can place a large order with you.3 若產(chǎn)品質(zhì)量好，價(jià)格與我方市場(chǎng)相符，我們?cè)敢庀蚰惴接喴淮蠊P貨。If the product is of good quality, and the price is in line with the market at our end, we would place a big order with you.4 目前，我們對(duì)各種葡萄酒感興趣，如果能通過(guò)航空郵寄最近的價(jià)目表，我們將非常感激。At present, we are keenly interested in all kinds of wines and shall be glad if you will kindly send us your latest price list by airmail.5 按慣例，我們通常從歐洲供應(yīng)商處得到5%的傭金。As usual, we usually get a 5% commission from European suppliers.Part V Letter Translation敬啟者：5月5日來(lái)信收悉，要求我們報(bào)中國(guó)紅茶的成本加運(yùn)費(fèi)至悉尼價(jià)。茲答復(fù)，我方現(xiàn)報(bào)500箱中國(guó)紅茶，每箱60澳元CFR悉尼價(jià)，2004年7月裝船。付款方式為不可撤即期信用證支付。此報(bào)盤(pán)以你方5月15日前復(fù)到為有效。請(qǐng)注意我們的報(bào)價(jià)非常有競(jìng)爭(zhēng)力，我們建議你方立即接受。謹(jǐn)上Dear Sirs: We have received your letter dated May 5th, requesting us to make an offer for the Chinese Black Tea CIF Sydney. In reply, we are offering you for 500 cases of Chinese Black Tea at AUD 60 per case CIF Sydney for shipment to be made in July 2004. The payment should be made by irrevocable letter of credit at sight. This offer is valid subject to your reply here by 15th May. Please note that our offer is very competitive and we would advise you to accept it without delay.Yours SincerelyPart VI Business Writing You are the Head of Research for an international car manufacturer. You have to make an urgent trip tomorrow to visit Pierre Blanco, a colleague