新編劍橋商務(wù)英語(yǔ)(高級(jí))第三版9.1

新編劍橋商務(wù)英語(yǔ)(高級(jí))第三版9.1新編劍橋商務(wù)英語(yǔ)(高級(jí))第三版9.1新編劍橋商務(wù)英語(yǔ)(高級(jí))第三版9.1資料僅供參考文件編號(hào)：2022年4月新編劍橋商務(wù)英語(yǔ)(高級(jí))第三版9.1版本號(hào)：A修改號(hào)：1頁(yè)次：1.0審核：批準(zhǔn):發(fā)布日期：9.1InnovationVOCABULARYDescribingproducts1Doyouagreewiththisquotation?

‘Whentheproductisright,youdon’thavetobeagreatmarker.’LeeIacocca,formerCEOofChryslerLookatthepicturesbelow.Describethem,usingthewordsinthebox.bulkyfaststate-of-the-artpoorold-fashionedbasicunwieldyefficientdependableinexpensivesmalltime-consumingpracticedinnovativeup-marketcleverunoriginalerraticover-pricedimpracticalNowcompletethetableusingthewordsinthebox.PositivequalitySimilarqualityNegativequality1afunctionaltoolpractical2anearsolutionunwieldy3amoderndesign4avalue-for-moneyproduct5areliablemachine_erratic6aprofessionalserviceefficient7arevolutionaryideaunoriginal8aquickprocess9aluxuryproduct10acompactpieceofequipmentChoosesixitemsfromthetableandthinkofexamplesfromyourownexperienceforeachone.Deleting‘spam’fromyouremailinboxisatime-consumingprocess.Marketresearch9.1Listentothisexampleofatelemarketingcall.Whatisthemarketertryingtofindout?

Workwithapartnerandactoutsimilarconversations.Usethelistbelowandaddtwomorebrandsofyourown.BrandFirst-handexperiencePositiveimpressionNegativeimpressionDellComputerGoogleMercedesBenzThePostOfficeGRAMMARCollocations:verb+prepositionLookattheseexpressionsusedtodescribeanewproduct.Putthecorrectprepositionineachgap.0Itisdesignedtowithstandhigh5Itwillappeal_______students.temperatures.6Itcomplies_________industry1Itretails________$20.standards.2Itconsists_______twomainparts.7Itissoldmainly________hardware3Itcomes________twodifferentsizesstores.4Itisaimed________theyouthmarket.8Itruns______mainselectricity.7Thinkofaproductandusefourorfiveoftheexpressionsintheexercise6todescribeit.Seeifyourpartnercanguesswhattheproductisfromthesestatements.Theyretailatabout$40.Theycomeinarangeofsizesandcolours.Theyareaimedattheyouthmarketmainly,althoughsomeolderpeoplewearthemtoo.Theyaresoldinsports.Theyaredesignedtobelightandcomfortable.(Answer:trainingshoes)LISTENINGAproductpresentation89.2YouworkforGreenscope,acompanythatmakesgardeningproducts.Youwillhearoneofyourcolleagues,aproductmanager,presentingaproducthethinkswillrevolutioniseyourbusiness.Thefirsttimeyoulisten,completethenotes.1Nameofproduct:______________________2Function:__________________________3Targetmarket:_________________________4Retailprice:_______________________99.2Listenagainandanswerthequestionsbelow.1Whatkindofproductswouldheprefertosell?ALuxuryproducts.BBasicproducts.CProductswhichfulfilarealneed.2Howdidtheinventorgettheidea?AHekeptover-wateringhisplants.BHehadno-onetocareforhisplantswhenhewasaway.CHisapartmentwasn’tagoodplaceforgrowingplants.3HowhavetheR&Ddepartmentimprovedtheoriginalidea?AIthasabiggercapacity.BItcanbeprogrammertowaterplantsmoreprecisely.CItcomeswithdetailedplantcareinstructions.4WhichmarketwillPlant-carerbetargetedat

AThegeneralpublic.BAmateurgardeners.CProfessionalgardeners.5Whatdoeshethinkisthesignificanceofthisproducttothecompany?AItwillbeassuccessfulastheiPodwas.BItwillhelpthemthroughaperiodofchange.CItwillgivethecompanyabigboost.READING1Whichofthesestatementsaboutinnovationdoyouagreewith?

1‘Innovationcomesfromtheproducer–notfromthecustomer’.W.EdwardsDeming,businessadvisorandauthor2‘Unlesswe’reintouchwithourcustomers,ourmodelofthewordcandivergefromreality.There’snosubstituteforinnovation,ofcourse,butinnovationisnosubstituteforbeingintouch,either’.SteveBallmer,CEOMicrosoft2Takefiveminutestoreadthearticleoninnovation,onpage89,takenfromabusinessnewspaper.Istheauthorsayingcompaniesshouldspendlessonresearchanddevelopment(R&D)

ExamSuccessReadthestatementsquicklyfirstbeforereadingthearticle.Itwillincreaseyourcuriosityaboutthecontentofthearticle.3Studythearticleagainandanswerthesequestions.●Whichparagraph(A,B,C,DorE)doeseachstatement(1-8)referto

●Nexttoeachstatementmarkoneletter(A,B,C,DorE).●Youwillneedtousesomeoftheselettersmorethanonce.1Youhavetobesureyourinnovationwilllastandcangoondifferentiatingyouroffer.2Youcaninnovatewithservicesandbusinessprocessesaswellaswithproducts.3Managersarewrongtoseeinnovationastheanswertobusinessgrowth.4Innovationsareonlysuccessfulifconsumerslikethem.5Companieswhostarttoinnovatemustbebraveenoughtogoalltheway.6Youcan’tmeasurethesuccessofacompany’sinnovationsbyitsR&Dexpenditure.7Companiesinnovatebecausetheywanttodosomethingdifferentfromtheircompetitors.8Thereisnofixedamountyoushouldspendoninnovationinordertobecompetitive.4Findthesephrasalverbsinthetext.Thenmatcheachwithadefinition(A-E).1tocomeupwithAtofinishthejob2tokeepupwithBtothinkof3toseesomethingthroughCtoadopt/tobegintouse4totakesomethingupDtostayatthesamelevelas5tostanduptoEtobeabletoresist5Workwithapartnerandanswerthesequestions.1Haveyouevercomeupwithanideaforanewproductorservice?2Doyoukeepupwithdevelopmentsincomputingandtelecommunicationstechnology?3Isthereaprojectyouhaveundertakenthatyoua)haveandb)haven’tseenthroughtotheend?

4Doyousometimesfinditdifficulttostanduptopeoplewhentheypressureonyou?5Haveyoutakenupanynewhobbiesorinterestsinthelastthreeyears?Don’twasteyourmoneyoninnovationeq\o\ac(○,A)GeneralMotorshasinvestedmoremoneyinresearchandevelopment(R&D)projectsinthelast25yearsthananyotherbigcorporation.Butatthesametime,itsmarketsharehasdeclined.ThefactisthatthereisnocorrelationbetweentheamountofrevenuespentonR&Dandtheinnovativesuccessofanorganization.Managerswhothinkthatinnovationisapassporttogreatermarkershareandprofitabilityarefoolingthemselves.Arecentsurveybytherespectedconsultingfirm,BoozAllen,foundthatamongtheworld’stop1,000corporateR&Dspenderstherewas‘nodiscerniblestatisticalrelationshipbetweenR&Dspendinglevelsandnearlyallmeasuresofbusinesssuccessincludingsalesgrowth,grossprofit,operatingprofit,enterpriseprofit,marketcapitalizationortotalshareholderreturn.’eq\o\ac(○,B)Butthisshouldnotcomeasanysurprise.ThelevelofR&Dspending-whetherineuros,dollarsorapercentageofsales-isnotameasureofeffectivenessorproductivity.Theabilitytocomeupwithnewideas,tobecreativeortoinnovateisnotaquestionofbudgetaryinvestment.Therealdriverofinnovationisgrowingmarkercompetition,notgrowingR&Dspending.Thedefinitionofasuccessfulinnovationpolicyiswhencompaniesareabletomakeacost-effectiveinvestmenttodifferentiatethemselvesfromtheircompetitors.Ifthatcomesaboutbya1%investmentofrevenueinR&D,thengoodlucktothecompany.Ifittakes10%tokeepupwithorstayaheadofthecompetition,thatisfine,too.eq\o\ac(○,C)Thisdoesn’tnecessarilymeanproductinnovation.TheDellComputersmodelisagoodexample.Dellspendverylittleonproductinnovation-theyleavethattoothersintheindustry.Inthisrespecttheyseemtoemoreafollowerthanaleader.Theirprincipalinnovation,andnowtheircorecompetence,isinsupplychainmanagement.Byproducinglocallyandbysellingdirecttotheconsumeronlineandbytelephone,theyhavebeenabletomanagetheircostsinawaythatmeansthemodelworksanywhereintheworld,fromtheUKtoChina.eq\o\ac(○,D)Butcreatinganinnovativeproduceormodelisnotsufficient.It’ssustainingthatdifferencethatisreallythekeytosuccessfulinnovation.Fewcompanies,infact,areabletomakethatstep.Oncetheyhaveinnovatedtofindacompetitiveadvantage,alltoooftentheylackthecouragetoseethemthrough.Tobeasuccessfulinnovatoryoudon’tneedtoberich,butyoudoneedtobeincrediblybold.Anyfilmproducerknowsthis:alow-budgetindependentfilm,wellmarketedandwelltimedhaseverychanceofbeingassuccessfulasa$100mHollywoodblockbuster.eq\o\ac(○,E)Afterall,therearenoprizesforthenumberofpatentsgranted.Countiesandcompaniedwhomeasuretheirsuccessonhowmuchmoneythey‘investinthefuture’aremissingthepoint.Yourinnovationisonlyagoodoneifcustomersrespondtoitandtakeitup.Therealmeasurerespondtoitandtakeitup.Therealmeasureofproductivityishowmanynewcustomersyougainandhowmanyprofitableexistingonesyouareabletoretain.Apple’siPodis,onthefaceofit,afantasticinnovation,aproductofacompanythatspendslessthantheindustryaverageonR&D.butintheenditssuccesswillbemeasuredbyhowwellitsstandsuptoitsmanycompetitorsandwhetherAppleareabletopurchaseanddownloadmusicandothermediacontent.LISTENINGIdioms9.3Youwillhearanextractfromaninternalmeetingbetweentwomanagersatasoftwaredeveloper.Theyarediscussingajobtheyhavebeenoffered.Aretheygoingtoacceptthejob?9.3Thespeakersusesalotofidiomaticphrases.Listenagainandcompletethephrasesbelow.1Theonly______________blockistheprice.2You’reassumingthatwe’vegottostartfrom______________.3There’snoneedtoreinventthe_______________.4Youimagineit’sallgoingtobe_____________sailing.5Thecostshave_______________outofcontrol.6Ofcoursetherewouldbe__________________problems.7I’msurewecanfindsomemiddle______________withthem.8Ifitallgoespear-____________,don’tsayIdidn’twarmyou.3Workwithapartner.HowwouldyouexpresseachideainyourlanguageIstheresimilaridiomoronethatisverydifferent

GRAMMARwould4Lookatthesepairsofsentences.Howarethesentenceswithwoulddifferent?

1Iwantadietcoke.AIwouldlikeadietcoke,please.2That’soutofthequestion.BThatwouldbeverydifficultforus.3Ican’tagreebeforespeakingtomyCIwouldneedtospeaktomymanagerboss.beforeagreeinganything.4CanyougiveusadiscountDWouldyoubepreparedtoofferusadiscount

5Pleasedowhatyoucantohelp.EIwouldappreciateanyhelpyoucanoffer.5Transformthesesentencesusingwouldandthewordsgiveninbracketstomakethemsoundmorediplomatic.0Awrittencontractmeanstherewillbenomisunderstanding.(prevent)Awrittencontractwouldpreventanymisunderstanding.1Wecanmovealittleonpriceifyouincreasetheorder.(prepared)2Canyoudeliver1,000unitstousassoonaspossible(able)3Wecan’tacceptthetermsyoupropose.(havedifficulty)4Consideritfromourpointofview.(askyou)5Manufacturingonly100doesn’tmakeanysense.(viable)6Idon’twanttogiveyouananswernow.(liketothink)7Whatisinthedealforourcompany(benefit)WRITINGAletterinresponsetoarequestYouarethemanagerofanofficecleaningcompany.Youhavereceivedthisrequestfromaclient.Whatdoeshewant?15OctoberSPATCOLDearSir/MadamAsPropertyManageratSpatcol,Iamresponsibleforthemaintenance,cleaningandservicingofallourofficesintheUK.WehaverecentlymovedourheadquartersoutofcentralLondontoabusinessparknearUxbridge.Wearelookingforafirmtomanagethefollowingservicesforournewfacility:●cleaningandplantcare;●securityandcarparkingattendants;●basicmaintenanceofelectricalinstallations(lighting,lifts,etc);●upkeepofthesurroundinggardensandgreenareas.Iamattachingfullspeci