世紀(jì)商務(wù)英語

Unit6

Productshttp://世紀(jì)商務(wù)英語綜合教程III返回Marketinghttp://Aproductisanofferingcapableofsatisfyinganeedorawant,whichisofferedtoatargetmarketforattention,acquisition,use,orconsumption.Aproductcanbeanobject,service,activity,person,place,organization,oridea.Eachproducthasitsownbenefits,styling,quality,brandname,andpackagingthatgiveititsownidentityanddistinguishingcharacteristics.Anadvertiserwillprimarilyconcentrateonpromotingaproduct’sbenefits,ratherthanitsfeatures.Forexample,theemphasisinanadvertisementpromotingalipstickwillbeontheproductbenefitofbeauty,withmentionofitsphysicalfeatures,suchascolorandsize.Inotherwords,theadwilltrytoappealtoawoman’sdesiretolookbeautifulandwillpromisethewomanthatwearingthislipstickwillpositivelyenhanceherlooks.ContentsRealLifePractice4PracticalWriting51TextA2Lead-in11TextB3http://Lead-inLead-inTextATextBRealLifePracticePracticalWritinghttp://Listening1BlankFilling2SpotDictation3Discussion4Lead-in1ListeningListentothreedialoguescarefullyandfigureoutwhattheyaretalkingabout.Matcheachdialoguewiththecorrespondingtopic.http://Lead-inTextATextBRealLifePracticePracticalWritingDialogue1 A.ShippingDialogue2 B.ProductionprocessDialogue3 C.Packaging1.B2.C3.AAnswerLead-in2BlankFillinghttp://Lead-inTextATextBRealLifePracticePracticalWritingListentothedialoguesagainandfillinthemissinginformation.Ourrawmaterialsandcomponentsarecategorizedandnumberedby1.Ourproductionis2andthesketchwillbe3.Dialogue1Themainproductionplanisbasedon6.Ourassemblylinesareall7and8.Ourassemblylinecanproduce4partseveryyear,andwehave5ofthiskind.barcodes____________pre-designed_______________improved___________100,000___________tenlines____________prediction____________productive____________impressive_____________Lead-in2BlankFillinghttp://Lead-inTextATextBRealLifePracticePracticalWritingListentothedialoguesagainandfillinthemissinginformation.Dialogue2Wecanprovidevariouswaysofpacking:1,largepacking,

2andfiberboardpacking.Thesampleisallpaddedandpackedin3.Thesizeoftheouterpackingis,4,30cmwideand

5.Thenetweightofthesampleis6,tareweight1kg,and

711kg.Weuse8toreinforcethepacking.cartonbox______________nudepacking_______________50cmlong_____________plasticstraps______________grossweight______________10kg_____________woodenpacking_________________18cmhigh______________Lead-in2BlankFillinghttp://Lead-inTextATextBRealLifePracticePracticalWritingListentothedialoguesagainandfillinthemissinginformation.Dialogue2Cargomeasuringlessthanfortycubicfeetpertonischargedona1andcargomeasuringfortycubicfeetormorepertonischargedona2.Freightratesare3forliners.Butfortrampsteamers,freightratescanbe4whencommoditiesmoveinalargequantity.Shippingcompaniesalwaysmake5forheavyliftsandextralength.Youcansavealotofmoneybyusing6.Dialogue3weightbasis____________measurementbasis____________________negotiated______________fixed_________thecharter_____________extracharges_______________Lead-in3SpotDictationListentothepassageandfillinthemissinginformation.http://Lead-inTextATextBRealLifePracticePracticalWritingTheIKEAbusinessideaistoofferawiderangeofhomefurnishingswithgood1atpricessolowthatasmanypeopleaspossiblewillbeableto2.Andstillhavemoneyleft!Mostofthetime,3homefurnishingsarecreatedforasmallpartofthepopulation—thefewwhocanaffordthem.Fromthebeginning,IKEAhastakenadifferentpath.Wehavedecidedto4.ABetterEverydayLifedesignandfunction__________________affordthem______________beautifullydesigned____________________sidewiththemany___________________Lead-in3SpotDictationhttp://Lead-inTextATextBRealLifePracticePracticalWritingABetterEverydayLifeThatmeans5thehomefurnishingneedsofpeoplethroughouttheworld.Peoplewithmanydifferentneeds,tastes,dreams,aspirations...andwallets.Peoplewhowanttoimprovetheirhomesand6 .It’snotdifficulttomanufactureexpensivefinefurniture.Justspendthemoneyandletthecustomerspay.Tomanufacturebeautiful,7

furnitureatlowpricesisnotsoeasy.Itrequiresadifferentapproach.Finding8,scrimpingandsavingineverydirection.Exceptonideas.simplesolutions________________durable____________createbettereverydaylives__________________________responding_________________Lead-in3SpotDictationhttp://Lead-inTextATextBRealLifePracticePracticalWritingABetterEverydayLifeButwecan’tdoitalone.Ourbusinessideaisbasedona9.First,wedoourpart.Ourdesignersworkwithmanufacturerstofindsmartwaystomakefurnitureusingexisting10.Thenourbuyerslookallovertheworldforgoodsupplierswiththemostsuitable11.Next,webuy12—onaglobalscale—sothatwecangetthebestdeals,ductionprocesses_____________________partnershipwiththecustomer____________________________rawmaterials_______________inbulk_________Lead-in3SpotDictationhttp://Lead-inTextATextBRealLifePracticePracticalWritingThenyoudoyourpart.UsingtheIKEA13andvisitingthestore,youchoosethefurnitureyourselfandpickitupatthe14.Becausemostitemsarepackedflat,youcangetthemhomeeasily,andassemblethemyourself.Thismeanswedon’t15youforthingsyoucaneasilydoonyourown.Sotogetherwesavemoney...forabettereverydaylife.ABetterEverydayLifeself-servewarehouse_______________________charge__________catalog_____________Lead-in4DiscussionLookatthefollowingpictures.Discussthefollowingquestionswithyourpartnerandreportyouranswerstotheclass.

http://Lead-inTextATextBRealLifePracticePracticalWriting1.Whatarethebusinessconceptsoftheproducts?2.HowarethesebusinessconceptsdifferentfromIKEA’svision?BACDAnswerLead-inhttp://返回A. B.●ReproductionAntiqueFurniture ●LuxuryPacking●Solidwood—ExpensiveMaterial●UnnecessaryCosts●ComplicatedDesign.C. D.●ComplicatedDesign ●SolidWood—ExpensiveMaterial ●Pre—assembledProduct—Har

4DiscussionTextA

Reading

Comprehension

Vocabulary

Translation

Part1

Part2

Part3

Part4http://Lead-inTextATextBRealLifePracticePracticalWriting

SumplementaryReading

Part5TextAReadingReadthepassageaboutIKEAandanswerthefollowingquestions.http://Lead-inTextATextBRealLifePracticePracticalWriting1.WhatisIKEAvisionandbusinessidea?2.WhatdoesIKEAmarketpositioningstatement“wedoourpart”mean?TheIKEAvisionis“tocreateabettereverydaylifeforthemanypeople.”Thebusinessideais“toofferawiderangeofwelldesigned,functionalhomefurnishingproductsatpricessolowthatasmanypeopleaspossiblewillbeabletoaffordthem.”___________________________________________________________________________________________________________________________________________________________________________________________________________________________________________“Wedoourpart”meansweuseinexpensivematerialinanovelwayandminimizeproduction,distributionandretailcostsandensurethatourcustomersbenefitfromlowprices._________________________________________________________________________________________________________________________________________________________________________________TextAReadingReadthepassageaboutIKEAandanswerthefollowingquestions.http://Lead-inTextATextBRealLifePracticePracticalWriting4.Isittruethatthehigherqualityoftheproduct,thebetter?Why?3.HowdoesIKEAmakearealdifferenceinprices?IKEAhasagoodrelationshipwiththesuppliersandsotheyareabletopurchasegoodquality,economicallyproduceddesignsthatareboughtinbulktokeepcostsdown.Theymakealltheirfurnitureflatpackedsotheyreducetransportationandassemblycosts.___________________________________________________________________________________________________________________________________________________________________________________________________________________________________________No.Thequalityofaproductmustbeappropriatefortheintendeduse.Whenalessexpensivematerialdoesagoodjob,itisnotnecessarytouseanexpensiveone.Thishelpstocutdownoncosts._________________________________________________________________________________________________________________________________________________________________________________TextAReadingReadthepassageaboutIKEAandanswerthefollowingquestions.http://Lead-inTextATextBRealLifePracticePracticalWriting5.WhycanvisitingIKEAstorebeadayoutforthewholefamily?InIKEAstores,peopleareencouragedtotouch,feelandusetheproductsondisplaytoseehowtheywouldfitintotheirownhome.Therearealsoplayareasforchildren,specialeventsandagreatvaluefamilyrestaurant.___________________________________________________________________________________________________________________________________________________________________________________________________________________________________________TextAReadingNewWordsandExpressionsutilitarian[ju:7tIlI5teEriEn]a.實(shí)用的 furnishing[5f\:nIFIN]n.(usu.pl.)家具,設(shè)備framework[5freImw\:k]n.原則,思想 sumtotaln.總計(jì),合計(jì)rational[5rAFEnEl]a.理性的,合理的buildon...建立于……的基礎(chǔ)上 consumervaluen.消費(fèi)者價(jià)值novel[5n?vEl]a.新奇的,新穎的 minimize[5mInImaIz]v.使最小化,將……減到最少trendy[5trendi]a.趕時(shí)髦的 economically[7ekE5n?mIkli]ad.經(jīng)濟(jì)地inbulkad.散裝,大批 cutdownon削減intended[In5tendId]a.意欲達(dá)到的,打算的 subject...to...使經(jīng)受,使遭受 returnpolicyn.

退換貨政策unpretentious[7QnprI5tenFEs]a.不張揚(yáng)的,不炫耀的 practicality[7prAktI5kAlIti]n.

實(shí)用性 informality[7InfC:5mAlEti]n.非正式http://Lead-inTextATextBRealLifePracticePracticalWritingTextAReadinghttp://Lead-inTextATextBRealLifePracticePracticalWriting

IKEAisrenownedforofferingqualityfurnitureataffordableprices.TheIKEAvision,businessideaandmarketpositioningstatementprovideaframeworkforallIKEAmarketingcommunicationworldwide.TheIKEAVisionthen17是插入語，對(duì)IngvarKamprad進(jìn)行解釋說明，意思是“當(dāng)時(shí)他17歲”。IKEAwasfoundedinSweden,in1943byIngvarKamprad,then17.that引導(dǎo)定語從句；muchofwhich...是非限制性定語從句，修飾furniture。Itisaprivately-owned,international,low-costhomeproductsretailerthatsellsmodern,utilitariandesignfurniture,muchofwhichisassembledbytheconsumer.TextAReadingTheIKEAVision1TheIKEAvisionis“tocreateabettereverydaylifeforthemanypeople.”2Ourbusinessideais“toofferawiderangeofwelldesigned,functionalhomefurnishingproductsatpricessolowthatasmanypeopleaspossiblewillbeabletoaffordthem.”http://Lead-inTextATextBRealLifePracticePracticalWriting3Ourmarketpositioningstatementis:yourpartnerinbetterliving.Wedoourpart,youdoyours.Togetherwesavemoney.TextAReadinghttp://Lead-inTextATextBRealLifePracticePracticalWriting4BycommunicatingthecontentofthisframeworkandencouragingcustomerstoexperiencetheIKEAconcept,wearebuildingtheIKEAbrand.

Thebrandimageistheresultofover50years,workbyIKEAco-workersatalllevelsallovertheworld.TheIKEAVisionthat...引導(dǎo)定語從句，修飾values；theIKEAtrademarkandthereputation并列做associatewith的賓語。TheIKEAbrandisthesumtotaloftheemotionalandrationalvaluesthatconsumersassociatewiththeIKEAtrademarkandthereputationofourcompany.TextAReadinghttp://Lead-inTextATextBRealLifePracticePracticalWriting5TheIKEAconceptwiththeconsumers.Thesearebrieflydescribedbelow.TheIKEAVisionbuildonsth:touseyourachievementsasabaseforfurtherdevelopment●Thenewplanwillbuildonthesuccessofthepreviousprogram.buildsomethingonsomething:tobasesomethingonanideaorthing●Ourrelationshipisbuiltontrust.buildsonarelationship本句的主句是messagesareused；介賓短語munication做地點(diǎn)狀語；tobuild...customers’needs做目的狀語，其中動(dòng)詞build和give并列，how引導(dǎo)賓語從句，做介詞of的賓語。fulfillvt.todosomethingthatisexpected,hopedfororpromisedortocauseittohappen●We’resuingoursuppliersforfailingtofulfilltheircontract.●Muchoftheelectricalequipmentfailedtofulfillsafetyrequirements.Muchoftheelectricalequipmentfailedtofulfillsafetyrequirements.NinekeymessagesareusedwithintheIKEAmarketingcommunicationtobuildthisrelationshipandgiveanunderstandingofhowwecanfulfillourcustomers’needs.TextAReadinghttp://Lead-inTextATextBRealLifePracticePracticalWritingTheIKEAVision6TheIKEAconceptisbasedonthemarketpositioningstatement.“Wedoourpart”focusesonourcommitmenttoproductdesign,consumervaluesandcleversolutions.Byusinginexpensivematerialsinanovelwayandminimizingproduction,distributionandretailcosts,ourcustomersbenefitfromlowprices.7TheIKEAproductrangeisdevelopedtobeextensiveenoughtohavesomethingthatappealstoeveryoneandtocoverallfunctionsinthehome.Theproductsaremodern,nottrendy,sotheyarepracticalenoughforeverydayuse.TextAReadinghttp://Lead-inTextATextBRealLifePracticePracticalWritingTheIKEAVision8IKEAisthehomefurnishingspecialist.IKEAproductsarefunctionalandappealing,andenablemanypeopletoimprovetheirhomelifethroughpracticalsolutionstoeverydayproblems.9Lowpriceisnotappealingunlessitrepresentsgoodvalueformoney.ThisiswhereIKEAisabletomakearealdifference.TextAReadinghttp://Lead-inTextATextBRealLifePracticePracticalWritingTheIKEAVisionIKEAiscommittedtohavingagoodrelationshipwithoursuppliersandsoweareabletopurchasegoodquality,produceddesignsthatareboughtinbulktokeepcostsdown.economicallyad.1)inawaythatusesmoney,goods,time,etcwithoutwastingany●Smalltreesusespaceinthegardeneconomically.●Asastudentshelivedveryeconomically,rarelygoingoutandbuyingveryfewclothes.2)inawaythatisrelatedtosystemsofmoney,trade,orbusiness●Economically,thecountryisinaveryhealthystate.●Thevillageisinconvenientlylocatedandeconomicallyunderdeveloped.economicallyBymaking...做方式狀語；flat此處是副詞，修飾過去分詞packed。flat和pack二詞可構(gòu)成復(fù)合名詞。flat-pack/flatpackn.furniturethatissoldaspartsinaboxandhastobeputtogethercutdownon:toreducetheamountofsomething●Bygettingthedesignright,youcancutdownonaccidents.●

Finally—theyhavehiredanewperson.Ihopethiscutdownonourworkalittle.Bymakingallourfurnitureflatpacked,wecutdownontransportationandassemblycosts.TextAReadinghttp://Lead-inTextATextBRealLifePracticePracticalWritingTheIKEAVision10IKEAproductsarebasedonafunctionalapproachtodesign.IKEAdesignmeansproductsthatareattractive,practicalandeasytouse.Theydon’thaveunnecessaryfeatures;theygivegenuinesolutionsforspecifichomefurnishingneedsandaremadeofthemostsuitablematerialsfortheirpurpose.B.Function1.________________TextAReadinghttp://Lead-inTextATextBRealLifePracticePracticalWritingTheIKEAVision11Thequalityofaproductmustbeappropriatefortheintendeduse.本句主句是thereisnoneed；if引導(dǎo)條件狀語從句，其中aslongas引導(dǎo)條件狀語從句，itwasintendedfor是定語從句，修飾purpose。Forexamplethereisnoneedforanexpensivebackpanelonabookcaseifalessexpensivealternativedoesagoodjobaslongasthebookshelfisusedforthepurposeitwasintendedfor.

A.TheRightQuality2._____________________TextAReadinghttp://Lead-inTextATextBRealLifePracticePracticalWritingTheIKEAVisionIKEAproductsaretorigorousteststomakesurethattheymeetnationalandinternationalsafetystandards.subjectsomebody/somethingtosomething:toforcesomeoneorsomethingtoexperiencesomethingveryunpleasant,especiallyoveralongtime●Iwassubjectedtoalengthyinquisitionbythetaxinspector.●Thecriminalsaresubjectedtothepunishmenttheydeserve.Note:此用法中subject是動(dòng)詞。subject還可以做形容詞，結(jié)構(gòu)為：besubjecttosomething。besubjecttosomething:ifsomeoneorsomethingissubjecttosomething,especiallysomethingbad,itispossibleorlikelythattheywillbeaffectedbyit●Allflightsaresubjecttodelay.●Pricesaresubjecttochange.subjectedTextAReadinghttp://Lead-inTextATextBRealLifePracticePracticalWritingTheIKEAVision12

IKEAoffersservicewhereyouneedit,butallowscustomerstomakemostofthedecisionsthemselves.Thismeansthatweneedtomakeiteasytochoosetherightproductsbydisplayingthemcorrectly,describingthemaccuratelyandhavingasimplereturnpolicy.mostof...take-away是名詞+形容詞形式的獨(dú)立結(jié)構(gòu)。TheIKEAstoreoffers“everythingunderoneroof”,mostofitavailableforimmediatetake-away.E.ConvenientShopping3._________________________TextAReadinghttp://Lead-inTextATextBRealLifePracticePracticalWritingTheIKEAVision13IKEAaimstolookafterourcustomersbyplanningfortheirneeds.Notonlydoweprovideinspirationandideas,butwealsoencouragepeopletotouch,feelandusetheproductsondisplaytoseehowtheywouldfitintotheirownhome.newproducts和seasonalthemes，playareas，specialevents，restaurant并列做賓語；動(dòng)名詞短語arrivingallthetime做后置定語。Wehavenewproductsarrivingallthetime,seasonalthemes,playareasforchildren,specialeventsandagreatvaluefamilyrestaurant.C.ADayOutfortheWholeFamily4.________________________________TextAReadinghttp://Lead-inTextATextBRealLifePracticePracticalWritingTheIKEAVision14ThekeyIKEAmessagesallhavetheirrootsintheSwedishoriginofIKEA.Swedishfurnitureislightandfreshyetunpretentious.ThewarmwelcomingSwedishstylehasbecomeamodelofsimplicity,practicality,andinformalitythatisnowworld-

renown.D.SwedishIKEA5.___________________TextATranslation宜家于1943年在瑞典成立，創(chuàng)始人是英格瓦·坎普拉德，當(dāng)時(shí)他17歲。這是一家私有的、跨國(guó)的、低成本的家具產(chǎn)品零售商，銷售現(xiàn)代、實(shí)用設(shè)計(jì)的家具，這些家具多數(shù)是由消費(fèi)者自己組裝。宜家以提供高品質(zhì)低價(jià)格的家具而著名。宜家的公司目標(biāo)、商業(yè)理念和市場(chǎng)定位都為宜家的全球營(yíng)銷交流提供了一個(gè)框架。

返回宜家的公司目標(biāo)

1

宜家的公司目標(biāo)是“為大眾創(chuàng)造美好的每一天。”2

我們的商業(yè)理念是“以大眾能夠買得起的低價(jià)格提供多系列設(shè)計(jì)良好實(shí)用的家居產(chǎn)品。”3

我們的市場(chǎng)定位是“你的美好生活的伙伴。我們做好我們的工作，你做好你的。我們一起省錢。”TextATranslation

返回宜家的公司目標(biāo)

4

我們通過交流這一框架的內(nèi)容以及鼓勵(lì)消費(fèi)者來體驗(yàn)宜家的理念來塑造宜家品牌。宜家的品牌集情感與理性價(jià)值為一身，消費(fèi)者也將此與宜家商標(biāo)及本公司的聲譽(yù)聯(lián)系起來。我們的品牌形象是全球各級(jí)宜家員工50多年努力的成果。5

宜家的理念建立在與消費(fèi)者關(guān)系的基礎(chǔ)之上。9個(gè)關(guān)鍵理念被用于宜家的營(yíng)銷宣傳以建立這種關(guān)系，使顧客理解我們是如何滿足顧客需求的。以下對(duì)此9點(diǎn)進(jìn)行簡(jiǎn)單介紹。6

宜家的理念是建立在市場(chǎng)定位上的?！拔覀冏龊梦覀兊墓ぷ鳌钡闹行氖俏覀冎铝τ诋a(chǎn)品設(shè)計(jì)、消費(fèi)者價(jià)值以及聰明的解決方案。通過創(chuàng)新使用經(jīng)濟(jì)的材料，降低生產(chǎn)、分銷及零售的成本，我們的顧客能夠從低價(jià)中受益。7

宜家的產(chǎn)品系列豐富，足以吸引每個(gè)人，而且能夠?qū)崿F(xiàn)家中需要實(shí)現(xiàn)的所有功能。我們的產(chǎn)品現(xiàn)代卻不時(shí)髦，因此對(duì)于日常使用來說是非常實(shí)用的。TextATranslation

返回宜家的公司目標(biāo)

8

宜家是家居用品專家。宜家的產(chǎn)品既實(shí)用又美觀，能夠使人們通過以實(shí)用的方式解決日常問題來改善家庭生活。9

低價(jià)格除非能夠代表物超所值，否則并不能吸引人。這也是宜家能夠表現(xiàn)出眾的地方。宜家致力于保持與供應(yīng)商的良好關(guān)系，因此我們可以購(gòu)買到質(zhì)量好的原材料以及節(jié)約生產(chǎn)成本的設(shè)計(jì)，并大量采購(gòu)以降低成本。我們的家具都采取扁平包裝，這樣可以降低運(yùn)輸和組裝成本。功能10

宜家的產(chǎn)品設(shè)計(jì)以功能為基礎(chǔ)。宜家設(shè)計(jì)意味著漂亮、實(shí)用、使用簡(jiǎn)單的產(chǎn)品。它們沒有不必要的設(shè)計(jì)，能夠?yàn)榧揖佑闷返膶ｉT需求提供真正的解決方案，而且用最符合使用目的原材料制造。適合的質(zhì)量11

產(chǎn)品的質(zhì)量必須適合其使用目的。例如，書架如果有一種便宜的材料可以很好的實(shí)現(xiàn)背板的功能，就不需要用昂貴的背板，只要這個(gè)書架是用于它所設(shè)計(jì)的用途的。宜家產(chǎn)品都經(jīng)歷了嚴(yán)格的測(cè)試以保證達(dá)到國(guó)家和國(guó)際安全標(biāo)準(zhǔn)。TextATranslation

返回宜家的公司目標(biāo)

方便購(gòu)買12

宜家商店提供“一站式購(gòu)物”，大多數(shù)產(chǎn)品都可以直接提貨。宜家提供你所需要的服務(wù)，但是做決定的都是顧客自己。這意味通過恰當(dāng)?shù)卣故井a(chǎn)品，準(zhǔn)確地描述產(chǎn)品，提供簡(jiǎn)單地退貨政策，我們讓選擇恰當(dāng)?shù)漠a(chǎn)品變得容易。一次全家出游13

宜家的目標(biāo)是通過針對(duì)顧客需求進(jìn)行計(jì)劃從而關(guān)照我們的顧客。我們不僅提供靈感和想法，還鼓勵(lì)人們?nèi)ビ|摸、感覺和使用展示的產(chǎn)品，以便讓顧客了解這些產(chǎn)品是夠適合他們自己的家。我們總有新產(chǎn)品上市，還有季節(jié)主題、兒童樂園、特殊活動(dòng)、以及物超所值的家庭式飯店。瑞典風(fēng)格的宜家14

宜家的關(guān)鍵理念的根源都在于宜家的瑞典起源。瑞典家具輕便、舒適、簡(jiǎn)潔。這種柔和、宜人的瑞典風(fēng)格已經(jīng)成為簡(jiǎn)單、實(shí)用、不拘一格的典范而世界聞名。TextAComprehensionPart1Putthefollowingsubheadingsintheappropriateblankspacesinthepassage.A.TheRightQualityB.FunctionC.ADayOutfortheWholeFamilyD.SwedishIKEAE.ConvenientShoppinghttp://Lead-inTextATextBRealLifePracticePracticalWritingAnswer1.B2.A3.E4.C5.DTextAComprehensionPart2Choosethebestanswerforeachquestionaccordingtothepassage.

1.WhatisthestyleofIKEAproducts?A.Modernandfashionablewithhighquality. B.Modern,notfashionable,practical.C.Trendybutnotpractical. D.Modern,nottrendy,withlowquality.2.TheIKEAconceptfocuseson________.A.fulfillingcustomers’needsandmaximizingcustomers’benefitsB.promotingthereputationofthecompanyandmakingprofitsC.buildingagoodrelationshipwithIKEAco-workersallovertheworldD.loweringpricesbyusinglowqualitymaterialshttp://Lead-inTextATextBRealLifePracticePracticalWriting1√2√TextAComprehensionPart2Choosethebestanswerforeachquestionaccordingtothepassage.

3.WhichofthefollowingisNOToneofthecharacteristicsofIKEAdesign?A.Attractive,practicalandeasytouse.B.Havingdecorativefeatureswhichmaketheproductsluxurious.C.Providingrealsolutionsforcustomers’needs.D.Usingsuitablematerialstomanufactureproductsofsuitablequality.4.HowdoesIKEAmakeiteasyforcustomerstochoosetherightproducts?A.Theproductsareput“underoneroof”andcustomerscanchoosewhatevertheywant. B.SalesassistantsinIKEAstoresprovidedetailedintroductionstoeveryproduct.C.SalesassistantsinIKEAwouldmakerecommendationstohelpcustomersdecidewhattheyneed.D.Productsaredisplayedcorrectlywithprecisedescriptionsandeasyreturnpolicies.http://Lead-inTextATextBRealLifePracticePracticalWriting3√4√TextAComprehensionPart2Choosethebestanswerforeachquestionaccordingtothepassage.

5.TheSwedishstyleischaracterizedby________.A.originality,complexity,andinformality B.freshness,simplicity,andformalityC.unpretentiousness,functionality,andinformalityD.lightweight,freshness,andluxuryhttp://Lead-inTextATextBRealLifePracticePracticalWriting5√TextAVocabularyPart1Matchtheexpressionsontheleftwiththeexplanationsontheright.

http://Lead-inTextATextBRealLifePracticePracticalWriting1.utilitarianA.newandoriginal,notlikeanythingseenbefore2.rational

B.messagesandrelatedmediausedtocommunicatewithamarket3.tramework

C.designedtobeusefulratherthandecorative4.marketingcommunicationD.thedifferencebetweenthebenefitscustomersgetfromowningandusingaproductandthecostsassociatedwithacquiringtheproduct.5.minimizeE.nottryingtoseembetter,moreimportant,etcthanyoureallyare.TextAVocabularyhttp://Lead-inTextATextBRealLifePracticePracticalWritingPart1Matchtheexpressionsontheleftwiththeexplanationsontheright.

6.novelF.asystemofrules,ideasorbeliefsthatisusedtoplanordecidesomething7.unpretentiousG.tomakesomeoneorsomethingexperienceanunpleasantorworryingthing8.packH.showingclearthoughtorreason9.consumervalueI.toreducesomethingtotheleastpossibleleveloramount10.subject…to…J.toputsomethingintoabag,box,etcAnswer1.C2.H3.F4.B5.I6.A7.E8.J9.D10.G

TextAVocabulary1.Agoodtellscustomersandprospectswhatmakesyouuniqueandthebenefitsofyourproductsandservices.2.Ifyoubuygoods,youbuylargeamountseachtimeyoubuythem.3.Theinquiryfoundthattheyhadbeenunfairtreatment.4.aretherulesretailmerchantsestablishtomanagetheprocessbywhichcus