《商務(wù)英語綜合教程》UNIT ELEVEN Brand Image and Marketing

商務(wù)英語綜合教程AnIntegratedCourseofBusinessEnglish2UNITELEVEN

BrandImageandMarketingPre-readingQuestionsNotestoTextAKeytoExercisesNotestoTEXTBPre-readingQuestionsQuestion1

HowmuchdoyouknowaboutMarriott?Findsomeinformationaboutthisfamousbrand.

MarriottInternational,Inc.isanAmericanmultinationaldiversifiedhospitalitycompanythatmanagesandfranchisesabroadportfolioofhotelsandrelatedlodgingfacilities.Ithasmorethan6,000propertiesin122countriesandterritoriesaroundtheworld,over1.2millionroomsandadditional195,000roomsinthedevelopmentpipeline.

?Pre-readingQuestions

Question2

HowcanafamoushotellikeMarriottattractmorecustomers??NotestoTextA“We’renotappealingtoGenerationX,eventhoughwehaveastrongbondofloyaltywiththebabyboomers,”…雖然五、六十年代出生的人對我們還有很高的忠誠度，但七、八十年代出生的人對我們卻沒有多大的興趣。

eventhough:althoughIlikehimeventhoughheisnotagoodboy.我喜歡他，即使他不是個好男孩。Adaptingtoanewzeitgeistdoesn’tcomenaturally.適應(yīng)時代潮流并不容易。

comenaturally:Iesnaturallytosb.,hefindsiteasytodoandquicklybecomesgoodatit.（對…而言）輕而易舉Humanitarianworkcomesnaturallytothem.人道主義工作對他們而言輕而易舉。NotestoTextAOnSept.21,Marriottintroducesanewlyremodeledhotelroomforits?agshiphotelswithaglass-enclosedreplicainTimesSquareasabackdropformusicandcomedyactsandevenaweddingthatwillbecapturedbyentertainmentnewscamerasoverfourdaysandbroadcastonWestwoodOneradio.

該句主干為Marriottintroducesanewlyremodeledhotelroomwithaglass-enclosedreplica。

as:介詞，表示作為。

thatwillbecaptured…:that從句作定語修飾aglass-enclosedreplica?！璮eaturingarrestingimagesofathletesleapingoutofbed…feature:Whensth.suchasafilmfeaturesaparticularpersonorthing,theyareanimportantpartofit.（電影等）由…主演

It‘sagreatfilmwhichfeaturesaSpanishactor.

這是一部由一位西班牙演員主演的精彩電影。NotestoTextAMarriottistryingnottobeahostagetoitsowntraditions.萬豪在嘗試著打破自己的傳統(tǒng)。

tobeahostagetosth.:

Thefreedomtotakeactionisrestrictedbythingsuncontrollable.受到…的限制6.Still,thepatriarchdoesn’tlethispersonaltastesgetthebetterofthebrand…老馬里奧特沒有讓自己的個人品味限制萬豪的品牌發(fā)展。

getthebetterof:todefeatIdidn’twant

my

emotions

to

get

the

better

of

me.我不想讓自己受到情感的左右?！環(huán)ookedupMarriottwithhotdesignfirmIDEO…讓萬豪和熱門設(shè)計公司IDEO合作

hookup…with…:toconnect…with…NotestoTextA8.…preferinvitingpublicspacesforworkingtoholingupintheirrooms…比起躲在自己房間里來說更喜歡在公共場所工作

prefer…to…:tolikesth.betterthansth.else

SoMarriotthashadtopersuadefranchiseestoshelloutforallthechanges…所以萬豪不得不勸說特許經(jīng)營商為此買單。True,there’sariskinchasingstylishness:Marriottcouldlosefocusandslackenitsfabledattentiontoserviceandreliability.追逐時尚的確存在著風(fēng)險，那就是萬豪會失去經(jīng)營重心，減少對其服務(wù)質(zhì)量和可靠度的關(guān)注。

There’sariskindoingsth.:做…有風(fēng)險練習(xí)答案I.Decidewhethereachofthefollowingstatementsistrueorfalse.1.F 2.T 3.F 4.T 5.T6.T 7.F8.T

II.Answerthefollowingquestions.

答案見課文III.Explaintheunderlinedpartineachsentenceinyourownwords.1.permitted2.enjoyedgreatpopularity3.berestrictedby4.winavictoryover5.keepthinkingaboutTextComprehension

I.Matchthewordsandexpressionsontheleftwiththeexplanationsontheright.1.f2.g3.h4.i5.j6.a7.b8.c9.d10.eII.DeterminethepartofspeechofeachoftheunderlinedwordsandtranslateeachsentenceintoChinese.n.他終于升職當(dāng)上了船長。n.必須把他當(dāng)成高級人質(zhì)來對待，而不能像對待普通囚犯那樣。3.v.報告中把英國排在22個先進(jìn)國家中的第20位。4.v.在亞洲各國當(dāng)中，投資者很看重韓國。5.n.聯(lián)合國大會對5個新成員國的加入表示了歡迎。6.n.她依舊對著門口的一排排照相機(jī)微笑著。7.v.我們前進(jìn)了15英里，來到亞德金河畔。v.數(shù)百名積極分子以呼吁和平與裁軍的游行紀(jì)念了這個神圣的日子。n.隨著科技發(fā)展的日新月異，人們?nèi)菀赘械綗o所適從。10.n.一支軍樂隊演奏了俄羅斯的進(jìn)行曲與民樂。Vocabulary11.v.聯(lián)合國已經(jīng)呼吁國際社會提供援助。12.v.他說他們將對該決議提出申訴。13.n.羅馬尼亞政府最后一刻懇請他取消行程。v.該產(chǎn)品長期受到各類人士的歡迎。III.Completeeachofthefollowingsentenceswithanappropriateformofthewordgivenintheparentheses.1.relentless2.embodiment3.loyalty4.boomer5.obsessive6.arresting7.independent8.approval9.occurrence10.franchiseeIV.Givethesynonymsandantonymsofthefollowing.1.rational,insensible2.obstinately,compliantly3.attention-getting,unnoticeable4.small,maximalV.Completeeachofthefollowingsentenceswiththewordsorphrasesprovidedinthebox,changingtheformifnecessary.1.Inanodto2.ringsup3.holeup4.smackof5.shellout6.appealto7.adaptto8.hookupwith9.focuson10.beobsessedwithCloze1.D2.A3.B4.B5.C6.C7.D8.A9.A10.C11.D12.A13.C14.D15.BGrammarI.Explainthefunctionoftheitalicizedpartineachofthefollowingsentences.

1.predicative2.subject/predicative3.subject4.object5.object6.subject7.attributive8.appositive9.object10.attributive

II.Fillineachblankwithanappropriateformoftheverbgiveninthebrackets..

1.going2.tomurder3.working/spending4.totell5.wanting/tohelp6.flying/tocome/togo/go/flying

III.Choosethebestanswer.

1.B2.D3.D4.B5.A6.D7.C8.B9.B10.ATranslationI.TranslatethefollowingintoChinese.盡管面對強(qiáng)大的經(jīng)濟(jì)逆風(fēng)，萬豪國際卻一直輕松地保持著業(yè)績增長。公司還在繼續(xù)推進(jìn)新的策略以推動未來幾年的發(fā)展。萬豪在國內(nèi)市場巨大的市值和份額似乎不會阻礙其業(yè)績獲得一季又一季的誘人增長?，F(xiàn)在，萬豪似乎是在推行一種雙管齊下的策略，力求取得在國際市場和新興市場的迅速增長，并完善其在時尚奢侈酒店領(lǐng)域的地位。這兩項舉措對這個工業(yè)巨頭來說都是好兆頭。II.

TranslatethefollowingintoEnglish.1.Whenawebsiteisyoung,itishardtorankhighonsearchenginesandtogetpeople’sattention.2.Yourtempermaygetthebetterofyouifacolleaguehastriedtoruinyourreputation.3.Wethinkthatweappealtopeopleonafairlyhighlevelconsideringwhatelsethereisontelevision.4.YoumusthookupwithMr.Ordwayonceyouarrivethere.5.Thebillcameto$60,butthesalesgirlrangup$90bymistake.6.Inanodtothisproblem,anationalequalopportunitylawhasbeenupdatedbythegovernment.7.Thisarrangementsmacksofdishonestdealing.8.Youmustrealizethatsometimeswhatyouspendonmaymattermorethanhowmuchyoushellout.

SupplementaryReadingTask1(Omission)Task2 1.C2.D3.C4.A5.C6.BNotestoTextB…SaabwaspushedintoliquidationasGMstruggledtosaveitself.在通用公司努力自救之際，薩博被迫破產(chǎn)清盤。

liquidation:terminationofabusinessoperationbyusingitsassetstodischargeitsliabilities清盤…anditsfanswerereducedtowritingplaintivenotes…bereducedtodoingsth.:havetodosth.althoughitisunpleasantorembarrassingHewasreducedtobeggingforaliving.他不得不以乞討為生?！癐twasagainstallodds,butwepulleditoff.”beagainstallodds:tohappenorsucceedalthoughitseemedimpossibleorveryunlikelypulloff:tosucceedinachievingsth.TheNatio