職通商務(wù)英語聽說教程教師參考書

Lead-ThistaskgivesatypicalexampleSectionCofCNBECSpokenEnglishBargainingisatypeofnegotiationinwhichthebuyerandthesellerofgoodsorservicesdisputethepricewhichwillbepaidandtheexactnatureofthetransactionthatwilltakece.Thebuyerandthesellerwilleventuallycometoanagreement.Bargainingisanalternativepricingstrategytofixedprices.ThistaskprovidesoralpracticeforReadtheinstructionsfortheAskstudentstoreadthereferenceinformationonthecuecardsanddiscusswiththeirpartnerstomakeupconversations.ChooseseveralpairsofstudentstogivetheirperformancebeforetheMr. o,canIspeaktoMs.Ms.Lee:Thisisshespeaking.Who’sit,Mr.Green:ThisisJohnGreenfromtheLinkingMs.Lee:Hi,Mr.Green.Didyoureceivemye-maillastMondayaboutthequotationforLucky-birdns?Mr.Green:Yes,I’vegotit.YouquotedatUS$150/dozen.I’msorrytosaythispriceistoohighforus.Ms.Lee:Well,thisisreallyourbestMr.Green:ButIfindthatyourpriceishigherthanthatofothercompanies Ms.Lee:Consideringthehighquality,ourpriceisveryreasonable.Well,sinceMr.Green:WhataboutthediscountforlargeMs.Lee:Howlargeisyourorder?Ifitisabove400dozen,we’llgiveyoua10%Mr.Green:Ifwebuy500dozen,couldyourpricegoalittleMs.Lee:I’msorrywereallycan’t.ThisisreallythebestdiscountwecanMr.Green:Letmesee...10%discount,sothat’llbeUS$117,isn’tMs.Lee:That’sMr.Green:Okay,that’sadeal.I’llsendyoutheordershortly.Seeyou.Ms.Ms.Lee:Seeyou,Mr.

PartThisparthelpsbuildageneralideaofshop ytherecordingforthefirsttime,andaskstudentstofindoutthemeaningsofanywordsorphrasestheydon’tknow.Theycandothisbyaskingtheirclassmates,orusingalearner’sdictionaryorbilingualdictionary.ytherecordingforthesecondtime.Askstudentstofillintheblankswithwhattheyytherecordingforthethirdtime.CheckthePartThispartprovidesoralpracticeforusing andScriptsandPartListentothepassagetwice.TrytofillintheblankswiththemissingConsumersSharplyIncreasedTheiralConsumerssharplyincreasedtheir alsavingsduringthemonth.InMay,consumerssaved$768.8billion,a26.3%increasefromthe$608.5billionsavedinApril. alsavingeasapercentageofdisposable ewas6.9%inMay,comparedwith5.6%inApril.Similarjumpsintotal alsavingsfiguresandpercentagesoccurredbetweenMarchandAprilinRetailerDailyalsoreportsthattheretailindustrywillnotlikelybeencouragedbyconsumerswhocontinuetosave,ratherthanspend,butslowandsteadyrisesinspendinganddisposable earepositivesignsfortheindustry. signsfortheindustry但是消費和個人可支配收入的緩慢且穩(wěn)定的增長是零售業(yè)的積極PartThisactivityprovidesoralpracticefordescribingtheReadtheinstructionsforthePointtothecharts.Askdifferentstudentsto ltheirunderstandingof“consumptionexpenditure”,“ e”,“bannerads”,“search-engineadvertising”and“streamingAskstudentstodiscusswiththeirpartnersbeforedescribingtheChooseseveralstudentstogivetheirperformancebeforethePartThisactivityprovideslisteningpracticeofdescribingtheytherecordingforthefirsttime.Say,“Nowpleaselistentotherecording,andwhetherthestatementsaretrueorytherecordingforthesecondtime.CheckthePartForeachtableorchart,thereisashortpassageaboutit.Listencarefullyanddecidewhetherthefollowingstatementsaretrueorfalse.Write“T”fortrueor“F”forfalseinthebrackets.StructuralChangeintheConsumptionExpenditureofUrbanThepercapitaconsumptionexpenditureof ’surbanresidentsin2011isthreetimesthatin2000,andthecontributingfactorsincludeachangeinthepaceandmodeofurbanlife,aswellasthefactthatunbanresidentscemoreimportanceonstatusandAccordingtostatistics,ofthepercapitaconsumptionexpenditureofurbanresidentsacrossthecountry,spendingonculturalandentertainmentservicesin2011was652RMB,5.6timesthatin2000;spendingontransportationandcommunicationservicesalsoincreasedto2149, 5.4timesthatin2000.Theshareofdiningoutinurbanresidents’consumptionexpenditurerosefrom5.8%in2000to7.8%in2011.Therefore,itis SelectedAdvertisingThestudyfindsthatSmall-and-MediumsizedBusinesses(SMBs)are inglessreceptivetobuyingbannerads—whichnowaccountforadeclining54%oftheironlinespending—infavorofsearch-engineadvertising,onlinedirectorylistings,andstreaming 流Only42.1%ofsurveyrespondentssaythatdisyadvertisingperformsstronglyfortheircompanies,comparedwith56.8%whosaysearch-engine 流Part1) 2) 3) 4)1) 2) 3) 4)PartThispartprovideslisteningpracticeforunderstandingshortPassage1&PassageReadtheytherecordingforthefirsttime.Say,“Nowpleasefillintheytherecordingforthesecondtime.Checkthe ytherecordingforthethirdtime.Havestudentscircleanywordsorphrasesthattheydon’tunderstand.Thenreadthescriptstotheclassandaskstudentstoraisetheirhandswhentheycomeacrosswordsorphrasesthattheydon’tunderstand.Writethesewordsandphrasesontheblackboard.Discussthewordsandphraseswiththeclass.Askstudentstoexineachoneintheirownwords,ifpossible.PartThispartprovidesoralpracticefor lingshortPartInthispart,youwillheartwopassages.Aftereachpassage,therearesomerecordedquestions.Boththepassagesandquestionswillbereadtwotimes.Listencarefullyandthencompletetheanswerstothequestionsgivenbelow.PassageIntheearly1960s,ProfessorNeilBordenatHarvardBusinessSchoolidentifiedanumberofcompanies’performanceactionsthatcaninfluencetheconsumers’decisiontoProfessorE.JeromeMcCarthy,alsoattheHarvardBusinessSchoolintheearly1960s,suggestedthattheMarketingMixcontained4elements:product,pricing,cementandpromotion.Product:TheproductdealswiththespecificationsoftheactualgoodsorPricing:Thisreferstotheprocessofsettingapriceforaproduct,includingcement:ThisreferstohowtheproductgetstothePromotion:Thisincludesadvertising,salespromotion,publicrelations,and WhenWhenwastheterm“MarketingMix”firstWhatdidProfessorE.JeromeMcCarthyWhatarethefourWhatdoespricingreferWhatdoespromotion HarvardBusinessMarketing 到 PassageAdvertisingisoneofthemostimportantmeansofpromotionforbrands.Itcanincreasebrandawarenessandbuildupbrandimageandreputationwithinashorttime.Itcanalso consumers’memoryofthebrandandguideorstimulatetheirdemandandconsumption.Forthesereasons,leadingbrandsarewillingtospendlargesumsofmoneyonadvertising.Thecontentandtimingofadvertisementsareeasytochangeandcontrolandthemethodsofpromotionarequiteflexible.Therearemanydifferenttypesofadvertisingmedia,eachwithitsowneffects.Enterprisesshouldchoosetheiradvertisingmediaaccordingtotheirownneeds,anditisparticularlyimportantforSMBswithlimitedresourcestochoosethemediathatarecost-effective.WhatWhatisWhatarethefunctionsofWhataretheadvantagesofHowshouldenterpriseschoosetheiradvertisingWhatisparticularlyimportantforSMBswithlimited / brand Passage

PartIntheearlycontained4Product,pricing,cement,settingapriceforaproduct/Advertising,salespromotion,public alPassagemeansofpromotionforawareness/imageandeasytochangeandcontrol/themethodsofaccordingtotheirownarecost-NewsItemLi-Ningisoneoftheleadingsportsbrandenterprisesin ,possessingbrandmarketing,researchanddevelopment,design,manufacturing,distributionandretailcapabilities.TheGroup’sproductsincludefootwear,apparel,accessoriesandequipmentforsportandleisureuses.TheGrouphasestablishedanextensivesupplychainmanagementsystem,andadistributionandretailnetworkin primarilythroughoutsourcingofmanufacturingoperationsanddistributionviafranchisedagents.NewsItemStarbucksCorporationisaninternationalcoffeehousechainbasedinSeattle,UnitedStates.Starbucksisthelargestcoffeehouse intheworld,with16120storesin49countries,includingaround11000intheUnitedStates,followedbynearly1000inCanadaandmorethan800inJapan.ThispartprovideslisteningpracticeforunderstandingnewsNewsItem1&NewsItemReadtheytherecordingforthefirsttime.Studentsjustytherecordingforthesecondtime.Say,“Nowpleasechoosetherightanswertoytherecordingforthethirdtime.ChecktheAsksomestudentsto lthenewsbasedonthegivenInthistask,youwillheartwonewsstories.Aftereachnewsstory,therearetimes.ListencarefullyandchoosetherightanswerstothefollowingNewsItemSingapore’sMinisterofStateforTradeandIndustryLeeYiShyanofficiatedattheopeningofLi-Ning’sbadmintonflagshipstoreinSingapore,itsfirststoreinAsiaflagshipThesportsweargiantLi-Ning,foundedbythetop gymnastLiNing,setupitsSoutheastAsiaregionalheadquartersinSingapore’snewestshop mall,IonOrchard,accordingtoastatementbySingapore’sMinistryofStateforTradeandIndustry.Theministersaidthatoverthelastfiveyears,thenumberof companiesinSingaporehadincreasedbymorethantwo-fold,from1300to3000inMarch2009.WhichofthefollowingstatementsaboutLi-Ning’sbadmintonstoreisWhatdoesLi-NingrefertointheWhatdidtheministersayaboutthenumber companiesinNewsItemCoffeeretailerStarbucksCorporation,whichfinanciallystruggledsincereportingitsfirst-everfiscallossinAugust2008throughadisappointingsecondquarterof2009,reportedsomeimprovednumbersforthethirdquarterof2009.Starbuckscitedslumcomparablestoresalesfora7.6%dropintheconsolidatednetrevenuesinthesecondquarterof2009,andrepeatedthepatterninthethirdquarter.Theconsolidatednetrevenueswere$2.4billion,a7.6%dropfrom$2.6billioninthethirdquarterof2008.Comparablestoresalesduringthequarterdeclined5%,asequentialimprovementfroman8%declineinthesecondquarterofWhenWhendidthefiscallossWhatdoesthenewsWhatwasthenumberofconsolidatednetfiscalconsolidatednetNewsItem1.2.3.NewsItem1.2.3.MarketingThistaskprovidespracticeforunderstandingshortytherecordingforthefirsttime.Say,“Nowpleasechoosetherightanswertoytherecordingforthesecondtime.ChecktheAskdifferentpairsofstudentsto lthebespokenonlyonce.Listencarefullyandchoosetherightanswerstothequestionsyouhear.M:HowmuchisthisCD?W:Fivedollars.M:Oh,Idon’thaveenoughmoney.Ionlyhavethreedollars.IsthereanythingQ:WhatistheproblemwiththeM:WhatsizeketchupdoyouwantmetoW:Getthelargestbottle.Ourbabylikesketchupverymuch.Q:What’stheprobablerelationshipbetweenthetwospeakers?M:Excuseme,wherecanIfindcoats?W:Theyareontheleftofthethirdfloor.M:Thankyou.Q:WheredoesthisconversationmostprobablytakeW:Let’sgetinthisline.It’stheM:Butitsays“Express—10itemsorW:Oh,no.Iguesswe’llhavetowaitinalongerQ:Whatare ngM:I’mlookingforapresentformymother.What’syourW:Whataboutapairofshoeslikethese?Theyareverycomfortable.M:OK,Ithinkshe’lllikethem.W:WhatsizedoessheQ:Whatisthe ng1. 2. 3. 4. 5.PartThispartprovideslisteningpracticeforunderstandinglongerConversation1&Conversationytherecordingforthefirsttime.Studentsjustytherecordingforthesecondtime.Say,“NowpleasechoosetherightanswertoCheckthePartThispartprovidesoralpracticeforimitatinglongerPartYou’llheartwolongerconversations.Aftereachconversation,therearesomerecordedquestions.Boththeconversationsandquestionswillbespokentwotimes.Listencarefullyandchoosetherightanswerstothequestionsyouhear.Conversation WhichstoredoyouwanttogoW:Let’slookattheadsinthenewspaper.M:Whatfor?W:Theyadvertisesales.We’llseewhichstorehasthebestpricethisM:Youmeantheydon’thavethesameprice.Howcome?W:Storeshavespecialsalestogetpeopletoshopthere.M:Really?W:Lookattheseadsfororangejuice.Itcosts$1.09inonestoreand$1.29inanother.M:Look.Thisstorehaslambchopsonsale.Is$2.29apoundagoodprice?W:That’slessthanthepriceIpaidlastM:Thenlet’sgoW:Okay.HowmuchcashdoyouM:About$50.ButIhavebroughtmycreditcard.W:Well,Ihaveabout$100.Let’sgo.N:What’s T:I’mgoingtoshoptonight.DoyouwanttogowithN:Sure.WhatareyougoingtoT:Ineedsomesweaters,apairofboots,andanewcoat.N:What’sthematterwithyourcoat?T:Oh,it’soldandoutofstyle.TomsaysitlooksN:Okay,I’llgowithyou.Ineedsomeclothes,T:Youdo?ButyoualwayswearN:Well,I’mtiredofthem.Iwantsomeskirtsandblouses,andapairofshoes,too.storedoyouwanttogoT:HowabouttheRainbow?Theyhaveniceclothes,andthey’reN:Soundsgood.ButIdon’thaveenoughmoneywithT:That’sallright.YoucanusemycreditcardandpaymebackN:Thanks.WhattimeshallweT:I’llpickyouupat7intheeveninginfrontofyourConversation.5.Conversation.5.Internetmarketing,alsoreferredtoase-marketing,webmarketingoronlinemarketing,isthemarketingofproductsorservicesovertheInternet.InternetmarketingtiestogethercreativeandtechnicalaspectsoftheInternet,includingdesign,development,advertising,andPartThispartprovideslisteningpracticefortalkingaboutInternetAskstudentstolookatthetopicandguessthepossibleytherecordingforthefirsttime.Askstudentstotakenoteswhileytherecordingforthesecondtime.Askstudentstolistencarefully,andtrytofillin“yes”and“no”opinionsintheirownytherecordingforthethirdtime.CheckthePartThispartprovidesoralpracticeforusing andPartinthe“yes”and“no”opinionsinyourownWillInternetMarketingReceTraditionalSara:Nowadays,theInternethasbroughtmanyuniquebenefitstomarketing,oneofwhichislowercostsandgreatercapabilitiesforthedistributionofinformationandmediatotheglobalaudience.InternetmarketingisconsideredtohaveabroaderscopebecauseitnotonlyreferstodigitalmediasuchastheInternet,e-mail,andwirelessmedia.What’smore,Internetmarketingisrelativelyinexpensivewhencomparedtothecostagainstthereachtothetargetaudience.Companiescanreachawiderangeofaudienceforasmallfractionoftraditionaladvertisingbudgets.Fromtheabove,wecansayInternetmarketingwilldefiniyrecetraditionalmarketing.Smith:AlthoughInternetmarketingtrulyhascertainadvantages,italsohasmanylimits,forexample,itisn’tdirect,vividandinctive.What’smore,Internetmarketingrequirescustomerstousenewerratherthanthetraditionalmedia.Andlow-speedInternetconnectionsareanotherbarrier.Fromthebuyer’s,theinabilityofshopperstotouch,smell,tasteor“tryon”tangiblegoodsbeforemakinganonlinepurchasecanbeannoying.WecanveryconfidentlysaythatInternetmarketingwillnotrecetraditionalmarketing. digital Internet TheInternethasbroughtmanyuniquebenefitstoInternetmarketingisconsideredtohaveabroaderscopeofInternetmarketingisnotdirect,vividand InternetmarketingrequirescustomerstousenewerratherthanthetraditionalTheinabilityofshopperstotouch,smell,tasteor“tryon”tangiblegoodsbeforemakingonlinepurchasecanbeLanguageThistaskprovidesusefulsentencesaboutytherecordingforthefirsttime.Studentsjustytherecordingforthesecondtime.Say,“Now,pleasereadaftertherecording,ytherecordingforthethirdtime.AskstudentstorecitetheHerearesomeusefulsentencesabouttheelementsofthemarketingmix—productandpricing.Listencarefullyandrepeatthem.MarketThesalesvolumehasdeclinedby20%incomparisonwithlastyear’sAscomparedwithlastquarter,oursaleshaveincreasedbyThesalesfromtheInternationalOperationsreachedRMB7billion,anincreaseof5.4%from2008.Asyoucanseefromthisgraph,theamountofnetsaleshassteadilyincreasedoverthelastdecade,andreachedRMB179millionin2007.Asisshowninthebargraph,thesalesofoursubsidiaryinGreeceareupsubstantiallyover71%forthefirstquarterofSalesWon’tyouhavealookatthecatalogue?Perhapsyou’llseesomethingofinterest.Thisisacopyofourcatalogue.It’llgiveyouanideaoftheproductswehandle.We’dliketoknowmoreaboutyourThisstyleismorefashionableandthecolorisbrighter,butit’smuchmoreexpensive.Ourproducts/pricesarereallycompetitiveintheinternationalmarket.Wehaveagoodselectionforyoutochoosefrom.Ourproductrangeisthemostcomprehensiveinthisarea.Here’sourlatestmodel.It’softhehighestqualityandavailableinawiderangeofcolorsandstyles.Consideringitsqualityandworkmanship,thepriceisveryWhatdoyouthinkofthisone?It’sthemostpopularmodelofthisbrand.WouldyoutotryThisisourlatestproduct.Weputitonthemarketjusttwomonthsago.Thisproducthasmanyadvantagescomparedtoothercompetingproducts.PartThispartprovideslisteningpracticeforunderstandingconversationsconcerningytherecordingforthefirsttime.Studentsjustytherecordingforthesecondtime.Say,“Now,pleasefillintheytherecordingforthethirdtime.CheckthePartThispartprovidesoralpracticeforunderstandingusefulconversationsconcerningPartHerearesomeconversationsaboutmarketing.Listencarefully,fillintheI’mCallingtoOfferYouaSpecial W:Goodevening,sir.IsthatMr.BillJohnsonspeaking?M:Yes,itis.W:Well,Mr.Johnson,I’mcallingtoofferyouaspecialdiscountonM:Ah,no,letmeguess.YouwanttosellasubscriptiontothenewspaperoraflighttoHawaii,right?W:WellW:No,no,actually...Mr.Brooks...M:W:Oh,sorry.Uh,wewanttoofferyoua trialmembershiptooursportsclubattheintroductorypriceof$39.95...M:Thirty-nineninety-five?Ithoughtyou !Listen,I’mnotW:Well,itincludesunlimitedaccesstoallourfacilities,includingthegym,tenniscourts,swimmingpool,and...M:Again,I’mnotinterested.IhavemyownfitnessW:Well,thisisaonce-in-a-lifetimeM:LikeIsaid,I’mnotinterested.Andpleaseputmeonyour“don’tcall”W:Okay.It’lltakefourtosixmonthsbeforeyournamecanberemovedfromourYoumightbecalledbyanotherrepresentativeduringthatM:AreyouW:No,I’mnot.Haveaniceevening,Mr.HowtoStartSellingaNewProductinaNewmyM:Fine.lmewhatkindofinformationyouW:Thankyou.Whatweneedtoknowishowtostartsellinganewproductinanewmarket.Shouldwesendoursalespeopleoutandhavethemjustwalkuptothepotentialcustomersandlthem,“Here’sourwonderful,newly-designedfurniturethatcansolveallyourproblems.”M:Insomecasesyoumightdojustthat!Butbeforeyouactuallyenteranewmarket,there’salotofworkyouneedtodo.Forexample,marketresearch,markettesting,marketsegmentation,targetmarketselection,advertising,and...W:Wait,wait!Iknowyou’reanexpertandthat’swhyI’vecometotalkwithyou.Wouldyoupleaseexintheseitemsonebyone?First,howcanwecarryoutmarketresearchinanewmarket?M:That’saverybigquestion.Themainaimofmarketresearchistofindoutwhetheranydemandforyourproducts,andalsowhetherthere’sanycompetition.W:Well,shouldwesendoursalespeopletocarryoutthemarketresearch?M:Itdependsonhowmuchmoneyyountospendonmarketing.Iwouldsuggestyoufindalocalmarketresearchagency.Theydoveryprofessionaljobsandwillknowmoreaboutthelocalsituationthanyoursalespeople.W:Allright.WhatdoyoumeanbymarketingM:Well,weproduceasmalltyoftheproductsandoffersamplestosomeselectedcustomerstofindoutiftheylikeitornot.W:Isee.NowlmesomethingaboutmarketM:Well,whenyouintroducetheproductintoanewmarket,youshouldn’texpectthatitwillmeetthedemandsofeveryone.So,youneedtodividethewholemarketintosmallerpartsanddetermineinwhichpartorsegmentyou’regoingtosellyourproducts.SimulatedThistaskprovidesexercisesofwordsconcerningAskstudentstocompletetheChecktheAskstudentstoexinthewordsin1. 2. 3. 4. 5.6. 7. 8. 9. 10.Thistaskprovidesdictationytherecordingforthefirsttime.Studentsjust ytherecordingforthesecondandthethirdtime.Say,“Nowpleasewritedownwhatyouytherecordingfor time.ChecktheInthistask,youwillhearapassagethreetimes.Listencarefullyduringthesecondtim