商務(wù)英語閱讀（第1冊）第二版 課件 Unit 5 Products、Unit 6 Markets

商務(wù)英語閱讀1UNIT5PRODUCTS

Knowthelevelsofproductandservicesproductplannersneedtothinkabout.12345

Befamiliarwiththeproductlifecycleandthefeaturesofeachstage.

ExplorehowtobuildbrandsgloballyforChinesecompanies.UnderstandtheimportanceofbrandingforChinesecompanies.Developreadingskillsabouthowtoinferthemeaningofwords.LearningObjectivesContentsTextATextBChineseValuesReadingSkills01040302行業(yè)PPT模板/hangye/WhattheProductIsTextAWarmingup1.Whatdoyouknowaboutproducts?Doyouthinkproductscanmerelybeequaledwithobjects?2.Whichfactorofaproductoftenaffectsyouthemostwhenmakingshoppingdecisions?Itsprice,quality,serviceorsomethingelse?Warmingup3.Howcanacommoditystandoutfromitsnumerousrivals?WordsandExpressionstangibleadj.capableofbeingperceivedespeciallybythesenseoftouch確實的，真實的；實際的(TEM-4)Thereshouldbesometangibleevidencethattheeconomyisstartingtorecover.WordsandExpressionscommoditize?v.torender(agoodorservice)widelyavailableandinterchangeablewithoneprovidedbyanothercompany使商業(yè)化Astimehasbecomebrokenintovariablelengthblocks,ithasbecomecommoditized.WordsandExpressionscosmeticn.substancessuchaslipstickorpowder,whichpeopleputontheirfacetomakethemselveslookmoreattractive化妝品(CET-6)Thecosmeticbrandisherfavorite.WordsandExpressionsconnectivityn.theabilityofacomputingdevicetoconnecttoothercomputersortotheInternet連接性能ThisiswhyyoucanruntheapplicationwithoutconnectivitytotheInternet.WordsandExpressionsattributev.tobelievesomethingiscausedbythateventorsituation把……歸因于(CET-4)Womentendtoattributetheirsuccesstoexternalcausessuchasluck.WordsandExpressionswarranty?n.somethingthatauthorizes,sanctions,supports,orjustifies保證；擔(dān)保；授權(quán)；（正當(dāng)）理由(CET-6)Ithasworkedforme,butIdonotgiveyouanywarranty,thatitiserrorfree.WordsandExpressionsbundlen.agroupofthingsfastenedtogetherforconvenienthandling束；捆(TEM-4)Hegatheredthebundlesofclothingintohisarms.WordsandExpressionsintenseadj.inanextremedegree強烈的；緊張的(CET-4)Competitionamongyouthstoenterthebestcollegesisintense.WordsandExpressionsexpenditure?n.theactofspendingmoneyforgoodsorservices支出，花費；經(jīng)費，消費額(CET-6)Thegapbetweenincomeandexpenditurehaswidenedto11%.WordsandExpressionsprofitableadj.yieldingmaterialgainorprofit盈利的(TEM-4)Buttheselossesdonotcanceltheearningsofprofitablefirms.StructuralAnalysisPara.MainTopicsPara.1-4Definitionofproductsandservices,andtheimportanceofmanagingcustomerexperiences.Para.5-8Threelevelsofproductandservices.Para.9-13Fourstagesofproductlifecycle.NotesonTextAProductsincludemorethanjusttangibleobjects,suchascars,computers,ormobilephones.產(chǎn)品不僅僅包括有形的物品，比如汽車、電腦或手機(jī)。tangible的意思為“有形的；真實的”，比如tangibleassets固定資產(chǎn)，tangibleloss有形損耗；反義詞為intangible意思為“無形的”。NotesonTextA2.Todifferentiatetheiroffers,beyondsimplymakingproductsanddeliveringservices,theyarecreatingandmanagingcustomerexperienceswiththeirbrandsorcompany.為了使他們的產(chǎn)品與眾不同，除了簡單地制造產(chǎn)品和提供服務(wù)，他們還用自己的品牌或公司創(chuàng)造和管理客戶體驗。differentiate表示“區(qū)分；使有差別”，比如differentiatebetweenthing;differentiateonethingfromanother。NotesonTextA3.Anewproductprogressesthroughasequenceofstagefromintroductiontogrowth,maturity,anddecline.Thissequenceisknownastheproductlifecycle.一個新產(chǎn)品的發(fā)展經(jīng)歷了從引進(jìn)到成長、成熟和衰落的一系列階段。這個序列被稱為產(chǎn)品生命周期。theproductlifecycle市場用詞，表示“產(chǎn)品生命周期”。DiscussionSupposeyouwereaproductmanagerofacompany,whatmeasurescouldbetakentoextendtheproductlifecycle?TheNameGameTextBWordsandExpressionshomebredadj.raisedorbredathome國產(chǎn)的；土產(chǎn)的；在家里養(yǎng)大的Butwealsomustsee,thewholesituationofhomebredsoftwareindustryisatpresentlopsided.WordsandExpressionsproportionaladj.properlyrelatedinsizeordegreeorothermeasurablecharacteristics成比例的(TEM-4)Lossofweightisdirectlyproportionaltotherateatwhichthediseaseisprogressing.WordsandExpressionsenhancev.toincrease;tomakebetterormoreattractive提高；加強；增加(TEM-4;CET-6)Ourgoal,inpart,istoenhancethecommunicationandunderstandingthatwebelieve.WordsandExpressionsspinv.torevolvequicklyandrepeatedlyaroundone’sownaxis使旋轉(zhuǎn)；紡紗；編造；結(jié)網(wǎng)(CET-4)Hespunthewheelsharplyandmadea“U”turninthemiddleoftheroad.WordsandExpressionspatentn.adocumentgrantinganinventorsolerightstoaninvention專利權(quán)；執(zhí)照；專利品(CET-6)HeheldanumberofpatentsforhismanyinnovationsWordsandExpressionsvisionn.avividmentalimage美景；幻象；想象力(CET-4)Anenterprisershouldhavethewidevision.WordsandExpressionsattachmentn.afeelingofaffectionforapersonoraninstitution附件；依戀；連接物(TEM-4)Butwhileweallhavethisneedforattachment,thewayweshowitdiffers.WordsandExpressionsgear?v.tosetthelevelorcharacterof開動；搭上齒輪；使……適合；使……準(zhǔn)備好(TEM-4)Collegesarenotalwaysgearedtotheneedsofmaturestudents.WordsandExpressionsminefieldn.aregioninwhichexplosivesmineshavebeenplaced布雷區(qū)；充滿隱伏危險的事物(TEM-4)Butthe21st-centuryofficecanbeaminefieldfortheamateurwhoenjoysagiggleWordsandExpressionsspecialistn.anexpertwhoisdevotedtooneoccupationorbranchoflearning(TEM-4)專家；專門醫(yī)師Wehadbettercallinaspecialistatthiscriticalmoment.StructuralAnalysisPara.MainTopicsPara.1Chinesebrandsarenotstrongglobally.Para.2-8BrandingplaysacrucialroleinwinningChinesebrandsmorerecognitionworldwide.Para.9-13LackofemotionalconnectionwithcustomersisoneofthemajordrawbacksofmostChinesebrands.Para.14-17IfWesterncompaniesattempttopenetratetheChinesemarket,productnamingiswheretheyshouldpayheed.NotesonTextB1.…theStateCouncilreleasedadocumentonhowtoupgradedomesticsupplyanddemandstructuresbyenhancingthequalityofproductbrandsinChina,includingexpandingpublicityforbrandswithindependentintellectualpropertyrights,andencouragingconsumption.國務(wù)院發(fā)布了關(guān)于如何通過提高中國產(chǎn)品品牌質(zhì)量來升級國內(nèi)供需結(jié)構(gòu)的文件，包括擴(kuò)大自主知識產(chǎn)權(quán)品牌的宣傳，鼓勵消費。supplyanddemandstructures意思為“供需結(jié)構(gòu)”；intellectualpropertyrights意思為“知識產(chǎn)權(quán)”。NotesonTextB2.Everynationhasanidentity,andifthatidentityisverypositive,thenthiswillhelpcompaniescomingoutofChinaintotheworldmarketbecauseitisacountry-of-origineffect…每個國家都有自己的身份認(rèn)同，如果這種身份認(rèn)同是非常積極的，那么這將有助于公司走出中國進(jìn)入世界市場，因為這是一種原產(chǎn)國效應(yīng)。country-of-origin意思為“原產(chǎn)國效應(yīng)；產(chǎn)地國效應(yīng)”，有時也作themade-inimage或thenationalitybias。NotesonTextB3.…thesecretrecipeforthesevaluableglobalbrandsistheabilitytoemotionallyconnectwithconsumers,andmostChinesebrandsdonothavetheknowledgeandskillssoablydemonstratedbyWesterncompaniesinthisaspectofbrandbuilding.這些有價值的國際品牌的秘訣在于與消費者建立情感聯(lián)系的能力，而大多數(shù)中國品牌不具備西方公司在品牌建設(shè)方面展示出來的出色的知識和技能。secretrecipe意思為“秘訣;秘方”，常用于商務(wù)語境。NotesonTextB4.WhileChinaisgearinguptobuilditsbrandsglobally,manyWesterncompaniesarekeentobreakintotheChinesemarketasaresultofChineseconsumersspendingagreatdealonhigh-quality,luxuryproducts.雖然中國正準(zhǔn)備在全球范圍內(nèi)打造自己的品牌，但由于中國消費者在高端產(chǎn)品和奢侈品上花費巨大，許多西方公司都熱衷于打入中國市場。begearingupfor…意思為“為…作準(zhǔn)備”。DiscussionWhatshouldbetakenintoconsiderationwhennaminganewproduct?ChineseValues1.

要準(zhǔn)確把握重點領(lǐng)域科技發(fā)展的戰(zhàn)略機(jī)遇，選準(zhǔn)關(guān)系全局和長遠(yuǎn)發(fā)展的戰(zhàn)略必爭領(lǐng)域和優(yōu)先方向，通過高效合理配置，深入推進(jìn)協(xié)同創(chuàng)新和開放創(chuàng)新，構(gòu)建高效強大的共性關(guān)鍵技術(shù)供給體系，努力實現(xiàn)關(guān)鍵技術(shù)重大突破，把關(guān)鍵技術(shù)掌握在自己手里。Weshouldseizestrategicopportunitiesinkeyscientificandtechnologicalrealms,selectstrategicallyimportantsegmentsandpriorityareasrelevanttooverallandlong-termdevelopment,andpromotecollaboratedinnovationandopeninnovationthrougheffectiveandrationalresourceallocation.Weshouldbuildanefficientandstrongsupplysystemofkeygenerictechnology,workhardtomakegreatbreakthroughsinkeytechnologyandholdkeytechnologyinourownhands.ChineseValues2.

著力以科技創(chuàng)新為核心，全方位推進(jìn)產(chǎn)品創(chuàng)新、品牌創(chuàng)新、產(chǎn)業(yè)組織創(chuàng)新、商業(yè)模式創(chuàng)新，把創(chuàng)新驅(qū)動發(fā)展戰(zhàn)略落實到現(xiàn)代化建設(shè)整個進(jìn)程和各個方面。Whilecenteringonscientificandtechnologicalinnovation,weshouldalsoaccelerateinnovationinproduct,brand,industrialstructureandbusinessmodel.Weshouldcarryouttheinnovation-drivenstrategythroughoutthemodernizationprocess.ChineseValuesReadjingSkills推測詞義和語義

正確理解文章中單詞或短語的含義是理解文章的第一步，也是理解文章的基礎(chǔ)。需要根據(jù)上下文正確理解靈活變化的詞義，運用閱讀策略，克服生詞障礙，在有限的時間內(nèi)快速獲取和處理語篇中的信息，準(zhǔn)確猜測詞義。常見的猜詞規(guī)律如下：1.利用定義或解釋推測語義2.利用例證猜測語義3.利用反義關(guān)系或同義關(guān)系推測語義4.利用構(gòu)詞法猜測語義5.熟詞生義猜測熟詞的陌生意義通常有三種情況：（1）熟詞在新的具體語境中有了和原來學(xué)生所熟悉的意義不同的意思；（2）考查一些代詞的指代現(xiàn)象；（3）新詞在新的語境中變換了詞性。ReadingSkills商務(wù)英語閱讀1UNIT6Market

Understandtheimportanceofmarketing.12345

Learnvariousdefinitionsofmarketing.

ExplorethecharacteristicsofChinesee-commerce.UnderstandthereasonsforChina’sleadine-commerce.Developreadingskillsabouthowtopredictthefollowingtext.LearningObjectivesContentsTextATextBChineseValuesReadingSkills01040302行業(yè)PPT模板/hangye/UnderstandingMarketingTextAWarmingup1.Doyouknowsomefamiliaradvertisements?Anddiscussthemarketingstrategiesoftheproductsthatyoumentioned.Warmingup2.Towhatextentdoyouthinkmarketingcandeterminethesuccessofaproductthesedays?Pleasecitesomeexamplestoillustrate.3.Whyismarketingimportant?WordsandExpressionsconstantadj.persistentinoccurrenceandunvaryinginnature不變的；恒定的(CET-4)Dothisthroughoutyourday,andyouwillbeinaconstantstateofrelaxationandenjoyment.WordsandExpressionstensionn.(psychology)astateofmentaloremotionalstrainorsuspense緊張，不安(CET-4)Thetensionbetweenthetwocountriesbuiltuptoaclimax.WordsandExpressionsformulatedadj.devised;developedaccordingtoanorderlyplan按計劃的，制定的(CET-6)ThroughtheconvenientchanneloftheSCO-AfghanistanContactGroup,theSCOmemberstateshaveformulatedconcretemeasuresandplansforstrongercooperationandachievedpositiveresults.WordsandExpressionsintangibleadj.(ofespeciallybusinessassets)nothavingphysicalsubstanceorintrinsicproductivevalue無形的(CET-6)Thereareintangiblebenefitsbeyondariseintheshareprice.WordsandExpressionsassetn.anythingofmaterialvalueorusefulnessthatisownedbyapersonorcompany資產(chǎn)(TEM-4)Ontheotherhand,yourdebtisanassettothebank,butitisyourliability.WordsandExpressionstrickyadj.difficultandcomplicatedtodealwith棘手的(TEM-4)AllthisshowswhysettinganofferingpriceforsharesinanIPOissotricky.WordsandExpressionsprosperousadj.infortunatecircumstancesfinancially;moderatelyrich繁榮的，興旺的(CET-4)Andifwesucceed,ourfuturewillbemoreprosperousandmorepeacefulthanourpast.WordsandExpressionsmonitorv.keeptabson;keepaneyeon;keepundersurveillance監(jiān)控，監(jiān)測(CET-4)Thecountryhealthagencyhasdedicatedoneinspectortomonitorconditionsinnursinghomes.WordsandExpressionspursuitn.theactofpursuinginanefforttoovertakeorcapture追求，追趕(CET-4)Fortheforegoingreasons,Ihaveneverwaveredinmypursuitofthispurpose.WordsandExpressionsauctionn.thepublicsaleofsomethingtothehighestbidder拍賣(CET-6)Anauctionsystemallowseveryonetodiscovertherealvalueofonlineads.WordsandExpressionsclearinghouse票據(jù)交換所，交易所Sincesixyearsago,Googlehasbecometheweb’sdefaultclearinghouseandprincipaltollgate.WordsandExpressionssubstantiallyadv.toagreatextentordegree本質(zhì)上，實質(zhì)上；大體上Butitalsoimprovedtheirschoolgradessubstantially,althoughthisisnotwhattheywerepaidfor.WordsandExpressionsdemonstratev.showorpresentsomethingtoaninterestgroup演示，示范，展示(CET-4)Idemonstratedtothemthatanewcomputerwouldsaveconsiderabletime.WordsandExpressionssuperfluousadj.servingnousefulpurpose;havingnoexcuseforbeing過多的；多余的；不必要的(CET-6)Whenwewriteacontract,wegenerallyhopethatitissuperfluous,andthankfully,mostofthetimeitis.StructuralAnalysisPara.MainTopicsPara.1Introductiontothetopicofmarketing.Para.2-4Theimportanceofmarketing.Para.5-7Thedefinitionofmarketing.Para.8-9Thedefinitionofmarketersandmarkets.NotesonTextA1.Marketingistricky,however,andithasbeentheAchilles’heelofmanyformerlyprosperouscompanies.然而，市場營銷是棘手的，它一直是許多曾經(jīng)繁榮過的公司的致命要害。Achilles’heel的意思為“唯一的致命的弱點；致命要害”。Achilles（阿基琉斯）是《荷馬史詩》中特洛伊之戰(zhàn)里面的傳奇英雄，全身除了腳踝刀槍不入。NotesonTextA2.Wecandistinguishbetweensocialandmanagerialdefinitionsofmarketing.Asocialdefinitionshowstherolemarketingplaysinsociety.我們可以區(qū)分市場營銷的社會定義和管理定義。社會定義顯示了市場營銷在社會中扮演的角色。distinguishbetween…表示“區(qū)分；辨別”，同義詞為differentiate。NotesonTextA3....thesemanufacturerswereswampedwithordersbecausetheyhaddesignedthe“right”productbasedoncarefulmarketinghomework.這些制造商接到了大量訂單，因為他們根據(jù)細(xì)致的營銷準(zhǔn)備工作設(shè)計出了“正確”的產(chǎn)品。beswampedwith，表示“使疲于應(yīng)對；使應(yīng)接不暇”。DiscussionHowismarketingdifferentfromsales?Accordingly,whatmakesagoodmarketerandagoodsalespersonrespectively?WhyRetailersEverywhereShouldLooktoChinaTextBWordsandExpressionssuburbian.(oftendisapproving)thesuburbsandthewayoflife,attitudes,etc.ofthepeoplewholivethere郊區(qū)及其居民的生活方式（或態(tài)度等）Theflighttosuburbialessenedthenumberofmiddle-classfamilieslivingwithinthecity.WordsandExpressionschimneyn.astructurethroughwhichsmokeorsteamiscarriedupawayfromafire,etc.andthroughtheroofofabuilding;thepartofthisthatisabovetheroof煙囪；煙道；（屋頂上的）煙囪管(CET-6)Hethrewthepaperontothefireanditflewupthechimney.WordsandExpressionssuperhumanadj.havingmuchgreaterpower,knowledge,etc.thanisnormal超出常人的；非凡的Peoplewerebeginningtoattributesuperhumanqualitiestohim.WordsandExpressionseuphorian.anextremelystrongfeelingofhappinessandexcitementthatusuallylastsonlyashorttime（通常指持續(xù)時間較短的）極度愉快的心情，極度興奮的情緒Marketstendtohaveonlytwomoods:deepgloomandwildeuphoria.WordsandExpressionsstakesthouttostateyouropinion,position,etc.onsthveryclearly明確闡述自己的看法（或立場等）Thepointisnottostakeoutdifferentpositionsbuttoownthepopularissue.WordsandExpressionsrazzmatazzn.alotofnoisyexcitingactivitythatisintendedtoattractpeople’sattention令人眼花繚亂的活動ThedocumentaryfocusesontherazzmatazzofanAmericanpoliticalcampaignWordsandExpressionstrustbustern.apersonwhoseeksthedissolutionofcorporatetrusts,esp.afederalofficialwhoprosecutestrustsundertheantitrustlaws要求解散托拉斯的人HewashiredasafederaltrustbusterbytheJusticeDepartment.WordsandExpressionsleapfrogv.togettoahigherpositionorrankbygoingpastsbelseorbymissingoutsomestages越級提升Thewinallowedthemtoleapfrogthreeteamstogainsecondplace.WordsandExpressionseffervescentadj.ofpeopleandtheirbehaviorexcited,enthusiasticandfullofenergy人（及其行為）興高采烈的；熱情洋溢的；充滿活力的Heisaveryeffervescentcharacterandonlycertainplayerscangiveyouthatkindofenthusiasmthathehas.WordsandExpressionspasséadj.[notusuallybeforenoun](fromFrench,disapproving)nolongerfashionable過時；陳舊；不再流行Theyaregoingbackthetravelagent,anindustrythatmanyindustryexpertsoncethoughttobepasséwiththeadventofonlinebooking.WordsandExpressionsunderestimatev.tonotrealizehowgood,strong,determined,etc.sbreallyis低估；輕視(CET-6;TEM-4)Noneofusshouldeverunderestimatethedegreeofdifficultywomenfaceincareeradvancement.WordsandExpressionssilon.asystem,process,department,etc.thatoperatesseparatelyoristhoughtofasseparatefromothers獨立運行的系統(tǒng)（或流程、部門等）Somedepartmentshavebecomesilosandnolongercommunicateregularlywithoneanother.WordsandExpressionscornucopian.somethingthatisorcontainsalargesupplyofgoodthings豐盛；豐富；豐饒Theintermodalcontainerhasdeliveredacornucopiaofproductstoeverycorneroftheglobe.WordsandExpressionsconsumergoodsitemsboughtbypeoplefortheirownuse,ratherthanbybusinesses消費品Thechoiceofconsumergoodsavailableinlocalshopsissmall.WordsandExpressionsstraddlev.toexistwithin,orinclude,differentperiodsoftime,activitiesorgroupsofpeople橫跨，同屬（不同時期、活動或群體）；兩棲于（不同活動）(TEM-8)Hestraddlestwocultures,havingbeenbroughtupintheUnitedStatesandlaterconvertedtoIslam.WordsandExpressionslogisticsn.thebusinessoftransportinganddeliveringgoods物流Mailcompaniesarelogisticscompanies,whichputstheminaspecialpositiontohelpwhendisasterstrikes.(CET-4;CET-6)StructuralAnalysisPara.MainTopicsPara.1Westernonlineretailingisbooming.Para.2-4Despitetheboominthewest,itisinChinawheree-commercereallyleads.Para.5-7EvidenceshowsitseemslikelythattheChinesemodelofe-commercewillgoglobal.Para.8Generallyspeaking,amoreChinese-styleonlineretailingwillbenefitconsumers.NotesonTextBWorkersatahandfuloffirms,includingAmazonandWalmart,havemadesuperhumaneffortstofulfilonlineorders,andtheirinvestorshavemadesupernormalprofitsasWallStreethasbiduptheirsharesoneuphoriathatWesternretailingisatthecuttingedge.包括亞馬遜(Amazon)和沃爾瑪(Walmart)在內(nèi)的幾家公司的員工已經(jīng)付出了超人的努力來完成網(wǎng)上訂單，而他們的投資者也獲得了超常的利潤。華爾街因西方零售業(yè)處于領(lǐng)先地位而歡欣鼓舞，而他們的股價也得以抬高。atthecuttingedge意思為“處于…的前沿”。NotesonTextB2.WhenAlibabalistedin2014,itwastheworld’slargest-everinitialpublic