新編實(shí)用英語(yǔ)第三冊(cè)u(píng)nit1

UnitGoals:WhatYouShouldLearntoDo1.Introduceacertaincompany(background,businessscope,etc.)2.Talkaboutacompany’sbusiness3.DescribeaproductWhatYouShouldKnowAbout1.Somebasicpromotionmethods2.Productprospectuses第一頁(yè)，共89頁(yè)。第一頁(yè)，共89頁(yè)。ContentsSectionⅤAppreciatingCultureTipsSectionⅣMaintainingaSharpEyeSectionⅠTalkingFacetoFaceSectionⅡBeingAllEarsSectionⅢTryingYourHand第二頁(yè)，共89頁(yè)。第二頁(yè)，共89頁(yè)。SectionⅠTalkingFacetoFaceTalkingFollowtheSamplesIntroductionActOutBusinessCommunicationPutinUse第三頁(yè)，共89頁(yè)。第三頁(yè)，共89頁(yè)。information-intensive[?n?tens?v]加強(qiáng)potential[p??ten?l]

customer潛在的promotional[pr??m????nl]products促銷target[?tɑ:g?t]

market目標(biāo)creativity[?kri:e?‘t?v?t?]創(chuàng)造力market-proven

[?pru:vn]證明calendar[?k?l?nd?(r)]日歷coffeemug[m?g]馬克杯innovative[??n?ve?t?v]

items革新stadium

[?ste?di?m]blanket[?bl??k?t]運(yùn)動(dòng)場(chǎng)毯，游戲毯Newwords(Instruction)第四頁(yè)，共89頁(yè)。第四頁(yè)，共89頁(yè)。Intoday’sinformation-intensiveworld,itishardforabusinesstoattractpotentialcustomers.Butpromotionalproductsofferthebusinessauniqueopportunitytomakeitsnameinthetargetmarket.Thepromotionalitemsthatyouchoosearelimitedonlybyyourowncreativity.Theycanrangefrommarket-provengoods—suchascalendars,coffeemugs,andbaseballcaps—toinnovativeitemslikecandyandnuts,stadiumblankets,toycarsandtrucks,andfirstaidkits.Whateveritemsyoupick,allshouldbearyourlogoandcontactinformation.IntroductionBack第五頁(yè)，共89頁(yè)。第五頁(yè)，共89頁(yè)。NewWords(FollowtheSamples)ChiefEngineer總工程師BoardofDirectors董事會(huì)digital[?d?d??tl]

數(shù)碼applyforapatent[?p?tnt]申請(qǐng)專利efficient[??f??nt]有效地procedure[pr??si:d??(r)]

程序estimate[?est?m?t]預(yù)計(jì)，估計(jì)package

[?p?k?d?]包裝campaign[k?m?pe?n]運(yùn)動(dòng)，競(jìng)賽competitor

[k?m?pet?t?(r)]對(duì)手第六頁(yè)，共89頁(yè)。第六頁(yè)，共89頁(yè)。Chair:Ladiesandgentlemen,I’mverygladtohaveMr.Wang,ourChiefEngineer,joininourdiscussion.Mr.Wang,whatwouldyouliketotelltheBoardofDirectors(董事會(huì))aboutthepresentsituationswearefacing?Mr.Wang:Generallyspeaking,weareprogressingsmoothlyalongthenewlineofdigital

TVsets.A:Isitpossibleforustoapplyforapatentforournewmodelsoon?Mr.Wang:Ithinkso.We’vegotallthenecessarydrawingsreadynow,butwearestilltestingtheproduct.B:Haveyoudoneanymarketingresearch?Whatfindingshaveyougotfromtheresearch?Mr.Wang:Themarketingsurveyshowsthatthecustomersseemveryinterestedinthisnewmodel.Ihavetheimpressionthattherewillbeagoodmarketforitintheyearstocome.B:Isee.WhatdoyouthinkoftheR&D(ResearchandDevelopment)(研發(fā))teamofthecompany?Mr.Wang:Theyareveryefficient.FollowtheSamples1AboutthePotentialsofaNewModelofDigitalTVSet第七頁(yè)，共89頁(yè)。第七頁(yè)，共89頁(yè)。MissGao:WhatshouldwedonowtospeedupthemarketingprocedureofourdigitalTVsets?George:Alotshouldbedoneatpresent.First,weshouldmakesomeestimatesonpackaging.Manyproductssellbettersimplybecauseoftheirattractive-looking

package.MissGao:That’strue.We’llstartdoingthisassoonaspossible.Whatelseshouldbedone?George:Next,Ifindthatagoodadvertisementalwayscontributestothesuccessofaproduct.Thereforeweshouldrunagoodadvertisingcampaignimmediately.MissGao:Whatagreatidea!We’llhavethisdoneinnotime.George:Ifwearelucky,we’llbeatourcompetitorswithinayearortwo.MissGao:Buttheirproductswon’tbestayingontheshelvesofsupermarketsfornothing.Wehavenoreasontofeelrelaxed.George:That’sright.Back2AboutPackingandAdvertising第八頁(yè)，共89頁(yè)。第八頁(yè)，共89頁(yè)。convenient

[k?n?vi:ni?nt]方便的wheel-chairs輪椅disable

[d?s?e?bl]殘疾人marketable[?mɑ:k?t?bl]有銷路的reaction[ri??k?n]反應(yīng)especially[??spe??li]尤其desktop[?deskt?p]personalcomputer臺(tái)式電腦trackshoes釘鞋，跑鞋equipment[??kw?pm?nt]設(shè)備obvious[??bvi?s]明顯的competitive[k?m?pet?t?v]競(jìng)爭(zhēng)性的undoubtedly[?n‘da?t?dl?]毫無(wú)疑問(wèn)NewWords(Actsout)第九頁(yè)，共89頁(yè)。第九頁(yè)，共89頁(yè)。ActOutHereisagroupofshortdialogues.Followtheexamplesandmakemoreconversationswithyourpartner.第十頁(yè)，共89頁(yè)。第十頁(yè)，共89頁(yè)。第十一頁(yè)，共89頁(yè)。第十一頁(yè)，共89頁(yè)。Back第十二頁(yè)，共89頁(yè)。第十二頁(yè)，共89頁(yè)。PutinUse1SupposeyouaretheheadoftheR&DSection.YouaretalkingwiththeGeneralManager(GM)aboutapplyingforapatentonanewmodelofCDplayer.CompletetheconversationbytranslatingtheChineseintoEnglish.You:Mr.Li,thisisthenewCDplayerwe’vejustdeveloped._________________________________(說(shuō)打算申請(qǐng)專利).GM:Wonderful!You’vedoneanexcellentjob.2______________________________________(問(wèn)是否已經(jīng)做好了申請(qǐng)專利的必要準(zhǔn)備)?You:3____________________________________________________________________(說(shuō)機(jī)型還要做最后試驗(yàn)，但圖紙已經(jīng)準(zhǔn)備妥當(dāng)).GM:4_____________________________(問(wèn)申請(qǐng)專利需要多長(zhǎng)時(shí)間)?You:Atleastacoupleofmonths,Ithink.HowlongwillittaketogetthepatentWearegoingtoapplyforapatentonitHaveyoumadethenecessarypreparationsThemodelhasyettoundergo/receivethefinaltest,butthetechnicaldrawingsareready第十三頁(yè)，共89頁(yè)。第十三頁(yè)，共89頁(yè)。2CompletethefollowingdialoguebytranslatingtheChineseintoEnglish.Ms.Li:Mr.Hu,_____________________________________________?(你的市場(chǎng)調(diào)研結(jié)果如何?)Mr.Hu:AsfarasIcansee,2________________________________________________.(迷你型手機(jī)在市場(chǎng)上賣得很好。)Ms.Li:3_________________________________________________________________?(你認(rèn)為這種新型的手機(jī)會(huì)取代老式的手機(jī)嗎?)Mr.Hu:Yes,Ibelieveso.Ms.Li:Whydoyouthinkso?Mr.Hu:Well,yousee,withthefastdevelopmentofmoderntechnology,4____________________________________________________.(人們的生活狀況在最近幾年得到了很大改善。)Likewise,5____________________________________________________.(他們的消費(fèi)觀念也在迅速發(fā)生變化。)Smartandhandymobilephoneshavebecomeanecessityformanypeople,youngpeopleinparticular.Ms.Li:Isee.6______________________________________________.(所以你相信手機(jī)的潛在市場(chǎng)一定會(huì)很大。)Mr.Hu:Exactly.Soyoubelievethepotentialmarketforthemwillbequitelargewhatfindingshaveyougotfromthemarketresearchthemini-typeofmobilephonesaresellingwellinthemarketDoyouthinkthisnewtypeofmobilephoneswilltaketheplaceoftheoldonespeople’slivingconditionshavegreatlyimprovedinrecentyearstheirviewsonconsumptionarealsochangingrapidly第十四頁(yè)，共89頁(yè)。第十四頁(yè)，共89頁(yè)。Clerk:Goodmorning,sir.Welcometoourbooth.Whatproducts_______________?Customer:Weareparticularlyinterestedinyournewvideocameras.Couldyoutellme2_________________?Clerk:Sure.Wehavetwomodels:theCompactandtheSuper.Which3____________________?Customer:TheSuper.Clerk:Whatdoyouwanttoknow,4___________________?Customer:Well,actuallyboth.Weareinterestedinboththefunctionsandtheprice.Clerk:Inthatcase,letme5__________the3.1MPvideocamera.Hereitis.It’sabestsellerinthemarket.Customer:6__________________________________?Clerk:US$380perunit.Back3Atanexhibition,acustomerisinterestedinsomenewmodelsofvideocamera.Nowheistalkingwiththeclerkaboutthem.Completethedialoguebyfillingintheblanks.What’syourpriceonthat/What’sthepriceareyouinterestedinsomethingaboutthemmodeldoyouprefershowyouthefunctionsortheprice第十五頁(yè)，共89頁(yè)。第十五頁(yè)，共89頁(yè)。BusinessCommunicationGraphicPresentation4ThefollowingchartisaboutthesalesoftheDigitalVoiceRecorderinanABCcompany.Lookatthechartcarefullyandgetreadytosaysomethingaboutitinthegroup.第十六頁(yè)，共89頁(yè)。第十六頁(yè)，共89頁(yè)。第十七頁(yè)，共89頁(yè)。第十七頁(yè)，共89頁(yè)。Key:

Itcanbeseenclearlyfromthechart/graphicthatthesalesoftheDigitalVoiceRecorderhaveundergonesomechangesinthepast6years.Thesalesshowedasignificantincreasebetween2004and2006,risingfrom2000to3500units,butitthenbegantodeclineallthewaytotheyear2008,reachingitsbottomat1000pieces.Althoughthiswasfollowedbyasmallriseintheyear2009,wecanstillpredictthatthisproductisgoingtobeoutdatedsoon.Back第十八頁(yè)，共89頁(yè)。第十八頁(yè)，共89頁(yè)。SECTIONIIBeingAllEarsListeningListenandRespondListenandJudgeListenandReadListenandTranslate第十九頁(yè)，共89頁(yè)。第十九頁(yè)，共89頁(yè)。ListenandJudge1Listentoadialogueanddecidewhetherthefollowingstatementsaretrue(T)orfalse(F).WriteT/Faccordingly.()1Themanwantedtobuyasportscarforhisdaughter.()2Thedaughtercamewithherfathertochoosethecar.()3Thereisonlyonecolouravailableforthenewmodel.()4Thereisnospeciallydesignedmodelforgirls.()5Youngpeoplenowadaysprefertofollowthefashionofowningthesamemodelofsportscar.()6Theman’sdaughterisgoingtobe20yearsold.()7Thisnewmodelisverypopularwithyoungpeople.()8Themanpaid40000yuanforthecar.TFFTTTTFScript第二十頁(yè)，共89頁(yè)。第二十頁(yè)，共89頁(yè)。

Salesgirl:Goodevening,sir.CanIhelpyou?Mr.Brown:Yes.I’mverymuchinterestedinyournewrangeofsportscars.

CanIhavemore

informationaboutthem?

Salesgirl:Yes,ofcourse,sir.Whatexactlywouldyouliketoknow?Mr.Brown:Howmanymodelsdoyouhave?Salesgirl:Onlyone,sir.Butwehavesixcoloursavailable—black,white,red,green,blueandgrey.Andthismodelisofthelatestfashion.Thereisafairmarketforitatthemoment.Mr.Brown:Doyouhaveamodelspeciallymadeforgirls?Salesgirl:No.Wefindthattheyoungpeoplenowadayswantjustthesamemodel.Mr.Brown:Isee.Howlonghaveyoubeenmarketingthenewmodel?Salesgirl:Aboutthreemonths,sir.Butit’sverypopularwithyoungsters.Mr.Brown:Howmuchdoesitcost?Salesgirl:Therecommendedretailpriceis208600yuan(RMB).Mr.Brown:HowmuchisthedownpaymentifIchoosetobuyininstallments?Salesgirl:40000yuan.Mr.Brown:Good.IthinkI’llbuyoneformydaughterforher20thbirthday.Salesgirl:I’llbeexpectingyourcomingsoon,sir.Script:Back第二十一頁(yè)，共89頁(yè)。第二十一頁(yè)，共89頁(yè)。ListenandRespond2Listentothedialogueagainandgiveshortanswerstothefollowingquestions.1)Wheredidtheconversationmostprobablytakeplace?2)Whydidthemanwanttobuythecar?3)Howmanysportscarmodelsarethereinthestore?4)Howlonghasthenewmodelbeenforsale?5)Whatwastherecommendedretailprice?6)Howwouldthemanprefertopay?Inanautomobilestore.Togiveittohisdaughterasabirthdaygift.Onlyone.Aboutthreemonths.RMB208600yuan.Ininstallments.Script第二十二頁(yè)，共89頁(yè)。第二十二頁(yè)，共89頁(yè)。

Salesgirl:Goodevening,sir.CanIhelpyou?Mr.Brown:Yes.I’mverymuchinterestedinyournewrangeofsportscars.

CanIhavemore

informationaboutthem?

Salesgirl:Yes,ofcourse,sir.Whatexactlywouldyouliketoknow?Mr.Brown:Howmanymodelsdoyouhave?Salesgirl:Onlyone,sir.Butwehavesixcoloursavailable—black,white,red,green,blueandgrey.Andthismodelisofthelatestfashion.Thereisafairmarketforitatthemoment.Mr.Brown:Doyouhaveamodelspeciallymadeforgirls?Salesgirl:No.Wefindthattheyoungpeoplenowadayswantjustthesamemodel.Mr.Brown:Isee.Howlonghaveyoubeenmarketingthenewmodel?Salesgirl:Aboutthreemonths,sir.Butit’sverypopularwithyoungsters.Mr.Brown:Howmuchdoesitcost?Salesgirl:Therecommendedretailpriceis208600yuan(RMB).Mr.Brown:HowmuchisthedownpaymentifIchoosetobuyininstallments?Salesgirl:40000yuan.Mr.Brown:Good.IthinkI’llbuyoneformydaughterforher20thbirthday.Salesgirl:I’llbeexpectingyourcomingsoon,sir.Script:Back第二十三頁(yè)，共89頁(yè)。第二十三頁(yè)，共89頁(yè)。Asyouknow,BaobaoCompanyhasbeenproducing1__________productsforover2__________years,andour“BaobaoSoap”hasbeen3__________popularwithbothyoungandold4__________.Now,anewtypeofsoap,“BaobaoSoap-II”,hasbeenproduced.Thisnewtypeofsoapnotonlykeepsallthesoftnessandgentlenessofourexisting“BaobaoSoap”,butalsohasanew5__________madefromspecial6__________.Thenewbarsofsoapare7__________andwillgiveyouamoreoily,8__________feel.Asaresult,yourskinwillgreatly9__________fromusingthesoaponyourhands.Andthesamewillbetrueofyourfaceandbody.Continuoususeofoursoapwillalsomakeyoufeel10_____________________.Itwillgiveyounewenergyandstrength.Inshort,itwillrefreshyouentirely.ListenandRead3Nowlistentosomethingmorechallenging—apassagewithsomeblanksforyoutofillin.Aglancebeforehandatthewordlistprovidedbelowwillbeofsomehelptoyou.lesstiredandlesssleepywashingten/10extremelycustomersfreshsmellingredientslargerthickerbenefitBack第二十四頁(yè)，共89頁(yè)。第二十四頁(yè)，共89頁(yè)。ListenandTranslate4YouaregoingtolistentoashortpassageandyoushouldtrytotranslatewhatyouhearintoChineseorally.Key:2008年1月的銷售額急劇攀升，截止到2月已銷售了4000臺(tái)液晶電視。直到6月，銷售額一直保持穩(wěn)定。7月，銷售額急劇下降到1750臺(tái)，但在此之后9月的銷售額又一次陡升到3250臺(tái)。之后直到2008年底，銷售額一直穩(wěn)定上升。這種健康的走勢(shì)對(duì)公司來(lái)講的確是好消息。Back第二十五頁(yè)，共89頁(yè)。第二十五頁(yè)，共89頁(yè)。

Inthefirstmonthof2008thesalesfiguresclimbeddramatically.4000LCDTVsetshad

beensoldbyFebruary.ThensalesremainedsteadyuntilJune.InJulytherewasasharpfall

to1750,but,afterthis,therewasanothersteepriseto3250inSeptember,andthenasteady

increaseuntiltheendof2008.Thishealthytrendisreallygoodnewsforthecompany.Script:Back第二十六頁(yè)，共89頁(yè)。第二十六頁(yè)，共89頁(yè)。SECTIONIIITryingYourHandAppliedWritingSimulateandCreateGeneral

WritingWriteThroughCorrectingMistakesReadandCompleteReadandTranslateWriteThroughTranslationWriteThroughDescribingaPictureReadandSimulate第二十七頁(yè)，共89頁(yè)。第二十七頁(yè)，共89頁(yè)。ReadandSimulate1Readthefollowingtwosamplesofproductprospectusescarefullyandlearntowriteyourown.AppliedWriting第二十八頁(yè)，共89頁(yè)。第二十八頁(yè)，共89頁(yè)。第二十九頁(yè)，共89頁(yè)。第二十九頁(yè)，共89頁(yè)。第三十頁(yè)，共89頁(yè)。第三十頁(yè)，共89頁(yè)。Back第三十一頁(yè)，共89頁(yè)。第三十一頁(yè)，共89頁(yè)。SimulateandCreate2CompletethetablebasedonSample1.CottonslippersTotesCo.,Ltd.ThesavingsandthecomfortCottonHalfofthecompetitors/TwiceoursMen,womenandchildrenBlack,greyandbrownWhite,pinkandblueRed,yellowandorangeBack第三十二頁(yè)，共89頁(yè)。第三十二頁(yè)，共89頁(yè)?！癓ekoufu”driedbeefismadeoffreshbeef,sugar,saltandnaturalspices.Itwasfirst1__________1937,butnowitisa2________________andarecognized3____________inthecountry.Thedriedbeefis4__________withauniqueprocessandskill,whichhasensuredits5_____________flavour.Becauseofthis,thedriedbeefhasbeenenjoying6______________sinceitsfirstlaunchinthemarket.ThegoldmedalforGood7__________andthecertificationas8_____________areonlyafewoftheseriesof9_________________ithaswon.Theshelflifeof10_____________is12months.ReadandComplete3Completetheproductprospectusbelow,usingthecluesgiven.thedriedbeefmadeintraditionalproductfamousbrandmanufacturedspecialandtastyahighreputationHealthFoodthebestsellerawardsandmedalsBack第三十三頁(yè)，共89頁(yè)。第三十三頁(yè)，共89頁(yè)。Key:Thehigh-quality“Ganmei”greenteaseriesismadefromyoungandtendertealeavespickedonhighmountainsinearlyspring.Theleavesareprocessedwithexquisitetechnology.Thisseriesofteaisfineinshape,greenincolour,fragrantinsmell,andmellowintaste.Foritsremarkablyrefreshingeffects,itprovidesahealthydrinkforboththeoldandtheyoung.Ithasbeenwellreceivedasanidealnaturalgreendrinkaswellasawholesomebeverage.ReadandTranslate4TranslatethefollowingproductprospectusintoEnglish.“甘美”系列優(yōu)質(zhì)綠茶選用高山早春嫩芽為原料，生產(chǎn)工藝考究（exquisite），產(chǎn)品形美色綠，氣味芬芳，味道甘美（mellow）。本品具有明顯的提神（refreshing）功效，是老少皆宜的飲品，該產(chǎn)品被譽(yù)為理想的純天然綠色飲品（beverage）和健康飲品。Back第三十四頁(yè)，共89頁(yè)。第三十四頁(yè)，共89頁(yè)。General

WritingDescribingtheSellingPointsWhenintroducingaproduct,itisnecessarytodescribeitsfeaturesandstrongpoints.However,bigwordsandexaggerationmayspoiltheauthenticity(真實(shí)性)oftheproduct.Therefore,itisextremelyimportanttochooseappropriatewordstodescribethesellingpointsofaproduct.第三十五頁(yè)，共89頁(yè)。第三十五頁(yè)，共89頁(yè)。General

WritingDescribingtheSellingPointsBack第三十六頁(yè)，共89頁(yè)。第三十六頁(yè)，共89頁(yè)。5Puttheunderlinedpartsinthecorrectform.WriteThroughCorrectingMistakes第三十七頁(yè)，共89頁(yè)。第三十七頁(yè)，共89頁(yè)。5Puttheunderlinedpartsinthecorrectform.WriteThroughCorrectingMistakesKey:“Jiejing”6865vacuumcleanerisoneofthebestsellingproductsofMeijiaHouseholdCo.,Ltd.Thistypeofvacuumcleanerhasbeenonsaleforoversixyears.Adualairflowhasbeenpurposelydesignedtoformalongthefrontandbackoftherotatingfloorbrush.Thisuniquedesignreducesdirtpiecesthataredispersedbackontothefloorsurface.Becauseofitsuniquedesignandoutstandingperformance,wehavereceivedalotofcomplimentsfromourcustomers.Witha2-litrecapacityforitsdust-bag,a10-metre-longcable,a1-yearmanufacturewarrantyanda3-pieceinonesettoolstorage,thisvacuumcleanerwillcertainlyhaveabrightfuture.Back第三十八頁(yè)，共89頁(yè)。第三十八頁(yè)，共89頁(yè)。WriteThroughTranslation6TranslatethefollowingpassageintoEnglish.駕車時(shí)接聽電話不用再緊張了。你不必一手掌握方向盤，一手握著手機(jī)打電話。只需將這個(gè)方便的手機(jī)固定器置入你車內(nèi)的點(diǎn)煙器插座里，你就可以兩手緊握方向盤，兩眼注視前方道路，一邊通話，一邊安全駕駛汽車。通過(guò)車上的無(wú)線電喇叭，你會(huì)清晰地聽到對(duì)方的談話。它適合任何一種型號(hào)和款式的手機(jī)，使用十分簡(jiǎn)便，可以從一輛車換到另一輛車上。Key:

Stopstrainingtohearphoneconversationsinyourcar.Stopholdingthesteeringwheelwith

onehandwhileyouholdyourcellphoneintheother.Justplugthishandycellphoneholderinto

thecigarettelighterofyourcar,andyoucanhavetelephoneconversationswhiledriving

safelywithbothhandsonthewheelandyoureyesontheroad.You’llhearconversationsloudandclearthroughyourcar’sradiospeakers.Itworkswitheverymakeandmodelofcellphone.Sosimpletouse,youcantakeitwithyoufromvehicletovehicle.Back第三十九頁(yè)，共89頁(yè)。第三十九頁(yè)，共89頁(yè)。WriteThroughDescribingaPicture7Youarerequiredtowritethreeshortparagraphsentitled“StylishiPodShuffle”foranadvertisementinastudents’newspaper.Anoutlineisgivenbelowforyourreference.第四十頁(yè)，共89頁(yè)。第四十頁(yè)，共89頁(yè)。WriteThroughDescribingaPicture第四十一頁(yè)，共89頁(yè)。第四十一頁(yè)，共89頁(yè)。WriteThroughDescribingaPicture第四十二頁(yè)，共89頁(yè)。第四十二頁(yè)，共89頁(yè)。WriteThroughDescribingaPictureBack第四十三頁(yè)，共89頁(yè)。第四十三頁(yè)，共89頁(yè)。SECTIONIVMaintainingaSharpEyePASSAGEIPASSAGEIIInformationRelatedtotheReadingPassageTextLanguagePointsReadandThinkReadandCompleteReadandTranslateReadandSimulateReadandJudgeReadandTranslateInformationRelatedtotheReadingPassageTextLanguagePointsReadandRewrite第四十四頁(yè)，共89頁(yè)。第四十四頁(yè)，共89頁(yè)。InformationRelatedtotheReadingPassageDanAriely

DanAriely(bornin1968inNewYork)isanIsraeliAmericanprofessorofpsychologyand

behaviouraleconomics.HeteachesatDukeUniversityandisthefounderoftheCentrefor

AdvancedHindsight.Behaviouraleconomics

Behaviouraleconomicsanditsrelatedareaofstudy,behaviouralfinance,usesocial,cognitiveandemotionalfactorsinunderstandingtheeconomicdecisionsofindividualsandinstitutionsperformingeconomicfunctions,includingconsumers,borrowersandinvestors,andtheireffectsonmarketprices,returnsandtheresourceallocation.Thefieldsareprimarilyconcernedwiththeboundsofrationalityofeconomicagents.Behaviouralmodelstypicallyintegrateinsightsfrompsychologywithneo-classicaleconomictheory.Behaviouralanalystsarenotonlyconcernedwiththeeffectsofmarketdecisionsbutalsowithpublicchoice,whichdescribesanothersourceofeconomicdecisionswithrelatedbiasestowardspromotingself-interest.RichardThalerRichardH.Thaler(bornin1945,inNewJersey)isanAmericaneconomist.Heisperhapsbestknownasatheoristinbehaviouralfinance,andforhiscollaborationwithDanielKahnemanandothersinfurtherdefiningthatfield.Back第四十五頁(yè)，共89頁(yè)。第四十五頁(yè)，共89頁(yè)。Newwordscreative[kri?e?t?v]strategy

[?str?t?d?i]創(chuàng)造性戰(zhàn)略prompt[pr?mpt]促使consumer

[k?n?sju:m?(r)]消費(fèi)者pricingdecoy[?di:k??]價(jià)格誘導(dǎo)defend[d??fend]防御，抵制realtor[‘ri:?lt?(r)]

房地產(chǎn)經(jīng)紀(jì)人colonial[k??l??ni?l]

殖民地的palm[pɑ:m]computer掌上電腦gadget

[?g?d??t]小玩意storage[?st?:r?d?]capacities儲(chǔ)存容量version[?v?:?n]

版本第四十六頁(yè)，共89頁(yè)。第四十六頁(yè)，共89頁(yè)。deal[di:l]交易blink[bl??k]眨眼cloud使…頭腦不清醒stoking[st??k??]不明智bargain[?bɑ:g?n]討價(jià)還價(jià)fattermargin

[?mɑ:d??n]豐厚的利潤(rùn)establish[??st?bl??]建立reference[?refr?ns]參考behavioural[b?‘he?vj?r?l]行為的economist[??k?n?m?st]經(jīng)濟(jì)學(xué)家constantly[?k?nst?ntli]持續(xù)的comparasion[k?m?p?r?sn]比較第四十七頁(yè)，共89頁(yè)。第四十七頁(yè)，共89頁(yè)。percent[p?‘sent]百分之trick[tr?k]把戲artificial[?ɑ:t??f??l]人工的brilliant[?br?li?nt]杰出的stage

aseriesof…一系列的perceived[p??si:v]

意識(shí)到technology[tek?n?l?d?i]

innovation[??n??ve??n]技術(shù)革新stuff

[st?f]填塞，材料breakthrough[?bre?kθru:]突破關(guān)鍵illusion[??lu:?n]錯(cuò)覺，幻覺shinyaluninum[?‘lju:min?m]鋁第四十八頁(yè)，共89頁(yè)。第四十八頁(yè)，共89頁(yè)。

Anymanagerofacompanythatdealswithcertainproductsor

servicessuccessfullyisamasterofusingpricingdecoysandreference

prices.

Solet’scountthewaysmanagersdefendthemselveswithpricing:Pricedecoys

Decoys,inmarketing,areproducts,services,orpricepointsthata

businessdoesn’treallywantyoutotake,but

ratheritisusedasareference

tomakeanotherproductlookbetter.

EconomistDanArielygivestheclassicexampleofaRealtorwho

showsyouahomethatneedsanewroof,rightbeforetakingyoutoa

higher-pricedhouseshereallywantstosell.It’shardtotellifa$400000

colonialhouseisagooddeal—butcomparedwitha$380000home

thatneedswork,itlooksquitegood.Nowconsider,$499forapalm

computer?Well,comparedwithasmalleronewithfewerfeatures,it

suddenlylooksgreat.

PASSAGEICreativeStrategiesPromptConsumerstoBuy,Buy,Buy第四十九頁(yè)，共89頁(yè)。第四十九頁(yè)，共89頁(yè)。ExercisesBackDecoysexplainwhyacompanythatsellselectronicproductsoftensellseachgadgetinapricingseries,suchasanewpalmcomputer’s$229,$299,and$399pricepointsfordifferentstorage

capacities.Youmaygladlyspend$229togetahotmediaplayer,thinkingit’sadealcomparedwiththehighest-pricedversionandnotblinkthatyoucouldinsteadbuyapalmcomputeratthelowerpriceof$199withmorefeatures.The$399“decoy”hasclouded

yourjudgment.Thecompanywinsthebestofbothworlds—stokingdemandforproductsthatlooklikebargainsandforallthedecoysitsellsatmuchhigherprices.Yes,somepeoplewillspend$399foramusicplayerwithslightlybettertechnology—andthecompanymakesevenfattermargins.Establishahighreferenceprice

BehaviouraleconomistRichardThalerhasnotedthatconsumersarereallybadatmakingdecisionsaboutvalueandconstantlyneed“referenceprices”forcomparison.Adresscosts$80.Isthattoomuch?Notifit’smarkeddown50percentfrom$160.Thetrickis,thatartificial$160referencepricemaynotreallyexist.Thepricingstrategyisbrilliant.Bystagingaseriesofperceivedtechnologyinnovationsandthenaddingpricedecoysandreferenceprices,thecompanymakesuswillingtopaymoretodothesamestuffwedid30yearsago:readmagazines,typemessages,watchshowsormakephonecalls.Thecommunicationbreakthroughsaremostlyanillusion,butwithshinyaluminuminourhands,whocareswhatitcosts?第五十頁(yè)，共89頁(yè)。第五十頁(yè)，共89頁(yè)。LanguagePoints1ExplanationofDifficultSentences(Para.4)Decoys,inmarketing,areproducts,services,orpricepointsthatabusinessdoesn’treallywantyoutotake,butratheritisusedasareferencetomakeanotherproductlookbetter.Analysis:

ThemainpartofthesentenceisDecoys,inmarketing,areproducts,services,orpricepoints;thatisusedtointroducearelativeclausetogive“decoys”afurtherexplanation.Referenceheremeans“anindicatorthatorientsyougenerally”.Translation:營(yíng)銷中，誘餌是指一個(gè)商業(yè)公司并不真正想要你接受的產(chǎn)品、服務(wù)或售價(jià)，而是被用作一項(xiàng)讓另一種產(chǎn)品顯得更好的參照物。Example:

Thisframeofreferencewillbedeterminedbythelimitationsontherationalman’sknowledge.

Back第五十一頁(yè)，共89頁(yè)。第五十一頁(yè)，共89頁(yè)。LanguagePoints1ExplanationofDifficultSentences2.(Para.6)

Youmaygladlyspend$229togetahotmediaplayer,thinkingit’sadealcomparedwiththehighest-pricedversionandnotblinkthatyoucouldinsteadbuyapalmcomputeratthelowerpriceof$199withmorefeatures.Analysis:Adealmeansagoodbargain.Blinkheremeans“hesitate”.Translation:一想到同最高價(jià)格版本相比是一筆不錯(cuò)的交易，你就很可能會(huì)高高興興地花229美元購(gòu)買一臺(tái)熱銷的媒體播放器，而對(duì)于你能以199美元的更低價(jià)格購(gòu)買一部具有更多功能的掌上電腦，你就連眼睛都不會(huì)眨一下。Example:Withalotofmoneyinhiswallet,hedidn’tblinkwhilebuyinghiswifeluxuriousproducts.Back第五十二頁(yè)，共89頁(yè)。第五十二頁(yè)，共89頁(yè)。LanguagePoints1ExplanationofDifficultSentences3.(Para.8)

BehaviouraleconomistRichardThalerhasnotedthat