綜合商務(wù)英語(yǔ)（第1冊(cè)）第二版 課件 Unit 5 Products、Unit 6 Markets

綜合商務(wù)英語(yǔ)（第1冊(cè)）Unit5（第二版）Products目錄CONTENTS1Lead-inThreeQuestions2TextA

ProductsandServices3ExercisesReferenceKeys4TextB5CounterfeitProductsHurttheConsumerandtheEconomyCaseStudyLead-in第五單元1Lead-inThreequestions1.Canyougivesomeexamplesofproductsandserviceswhichareimportanttoyou?2.Howdoyouthinkoftherelationshipbetweenproductsandservices?3.Whataresomedifferencesbetweenproductsandservices?Open-mindedTextAProductsandServices第五單元2StructureofTextADefinitionProduct:atangibleitemthatisputonthemarketforacquisition,attention,orconsumption.Service:anintangibleitem,whicharisesfromtheoutputofoneormoreindividuals.relationshipDifferencesCorelation:amajorityofproductscarrywiththemanelementofservice.TangibleandIntangibleProductionandInteractionPerishableandImperishableSummaryThedifferencesbetweenproductsandservicesarebasedondifferentfactors.U5:ContentsandQuestionsofTextA1

Aproductisatangibleitemthatisputonthemarketforacquisition,attention,orconsumption,whileaserviceisanintangibleitem,whicharisesfromtheoutputofoneormoreindividuals.Althoughitseemslikethemaindistinctionbetweenthetwoconceptsisfoundedontheirtangibility,thatisnotalwaysthecase.Inmostcasesservicesareintangible,butproductsarenotalwaystangible.Q1:

Howdoyouunderstandthedefinitionof“aproduct”?Aproductcanbedefinedasatangibleitemthatisputonthemarketforacquisition,attention,orconsumption.2

Onethingtokeepinmindisthatproductsandservicesarecloselyaligned.Infact,amajorityofproductscarrywiththemanelementofservice.Forexample,whenaconsumerbuysacar,theproductcomeswithalotofotherserviceresponsibilities,suchastune-up

andmaintenance.3Nonetheless,thereisacleardifferencebetweenthetwoconcepts,andit’simperative

foronetounderstandtheirworkingdefinitions.

Q2:Doyouagreewiththefollowingstatement:Productsandservicesarecloselyaligned?Whyorwhynot?Iagreethatproductsandservicesarecloselyaligned.Infact,amajorityofproductscarrywiththemanelementofservice.Forexample,whenaconsumerbuysacar,theproductcomeswithalotofotherserviceresponsibilities,suchastune-upandmaintenance.Tangiblevs.Intangible4

Assessingthequalityofatangibleproductisveryeasy.Sincemostproductsarecountable,touchable,andvisible,aconsumercanassessitsdurabilitybyexaminingit.

Agoodcaseinpointiswhenanindividualisbuyingahome.Thebuyerwillcheckevery

nookandcrannyofthehouse,includingtheattic,basement,foundation,eachindividualroom,andmore.5

Incontrast,aserviceisnotsomethingthatonecanfeelortryoutbeforepayingforit.Sayanindividualneedsaprofessionalinspectortoidentifyanyhiddenissuesbeforedecidingtopurchaseahome.Justhowexperiencedistheinspectorwithregardto

plumbing,roofing,andotherstructuralmatters?everypartofaplace:Thebuyerwillcheckeverypartofthehouse,includingtheattic,basement,foundation,eachindividualroom,andmore.Q3:Thereisacleardifferencebetween“products”and“services”.Whatisit?Thereisacleardifferencebetweenthetwoconcepts,andit’sthetangibility.Assessingthequalityofatangibleproductisveryeasy.Sincemostproductsarecountable,touchable,andvisible,a

consumercanassessitsdurabilitybyexaminingit.Incontrast,aserviceisnotsomethingthatonecanfeelortryoutbeforepayingforit.Aproductisgenerallytangible,meaningaconsumercaninteractwithitthroughoneormoreoftheirfivesenses.Whenmarketingproducts,youmightusedesignelementsthatindicatethetangibility.Service-basedmarketingrequiresthecreationoftangibleelementsthatcanconnecttheconsumertothebrandorcompanyofferingthatservice.6

Inanutshell,theclientlackssufficientknowledgeabouttheinspector’sexpertiseuntilthetaskisalreadyinprogress.Thecustomercanreadonlinereviews,askfortheinspector’scredentials,aswellasbeforeandafterpicturesofhispreviouswork,butthere’snodefinitewayofevaluatingthequalityofaserviceuntilit’srendered.

usingasfewwordsaspossible;summedupbriefly;inaword:Inaword,theclientlackssufficientknowledgeabouttheinspector’sexpertiseuntilthetaskisalreadyinprogress.render:

/’rend?/v.togivesomethingsuchasaservice,apersonalopinionorexpression,oraperformanceofasongorpoem,etc.topeople

給予，提供；表達(dá)；表演(CET-4;TEM-4)eg.在為我們提供優(yōu)質(zhì)服務(wù)的同時(shí)，貨運(yùn)鐵路自身也獲得了豐厚的利潤(rùn)?！猈eseethatfreightrailroadsmakegoodprofitswhilerenderingexcellentservice.Productionvs.Interaction7

Apotentialcarbuyerusuallychecksthecar’sbodylines,feelstheleatherusedontheseats,andtakesthecarforatestdrivebeforedecidingwhethertobuythecarornot.Sinceit’saproduct,thebuyerisawareofthespecificproductionlinethevehiclehailsfrom,andtherearemanymorelikeit.Infact,thereareothercarsidenticaltotheonebeingbought.tocomefromortohavebeenborninaparticularplace:Sinceit’saproduct,thebuyerknowsaboutthespecificproductionlinethatthevehiclecomesfrom,andtherearemanymorelikeit.8Butwhatabouttheservicethecarbuyerreceivesfromthecardealer?Thewayacarsalespersoninteractswithonebuyerisnotthesamewayheinteractswithanotherbuyer.Ifthecarbuyerislucky,hemayfindasalespersonwhoiswell-informed,courteous,andiswillingtonegotiate.Ifhe’snot,thecarsalespersonmightbeonewholacksinformationorbehavesina

nonchalantway.courteous

/’k?:t??s/adj.politeandshowingrespect有禮貌的；謙恭有禮的(TEM-8;CET-6)eg.她雖然經(jīng)常不同意我的意見(jiàn)，但一直對(duì)我彬彬有禮?！狝lthoughsheoftendisagreedwithme,shewasalwayscourteous.8Butwhatabouttheservicethecarbuyerreceivesfromthecardealer?Thewayacarsalespersoninteractswithonebuyerisnotthesamewayheinteractswithanotherbuyer.Ifthecarbuyerislucky,hemayfindasalespersonwhoiswell-informed,courteous,andiswillingtonegotiate.Ifhe’snot,thecarsalespersonmightbeonewholacksinformationorbehavesinanonchalantway.nonchalant/’n?n??l?nt/adj.behavinginacalmmanner,ofteninawaythatsuggestsyouarenotinterestedordonotcare若無(wú)其事的；漠不關(guān)心的；毫不在乎的(TEM-8;GRE)eg.丹尼斯竭力裝出一副若無(wú)其事、不感興趣的樣子?！狣enistriedtolooknonchalantanduninterested.Perishablevs.Imperishable9Thebestwaytoillustrateperishableproductsistoconsiderarestaurantowner.Ifsuchanindividualdoesnotunderstandtheconceptofspoilageandwastereduction,herisksruininghisbusinesssincemostfreshfoodsspoilwithinafewdays.Anotherexampleistechnology.Evensomeintangibleproductslikesoftwarebecomeobsoleteatsomepoint.Imperishableproductsincludeitemslikejewelryandautomobileparts.spoilage

/’sp??l?d?/n.theprocessinwhichfoodorothersubstancesstopbeinggoodenoughtoeatoruse,orthewasteproducedinthisprocess（食物）腐敗，變質(zhì)；變質(zhì)的食物(IELTS;TOEFL)eg.冰箱空氣凈化器的使用減少了食物變質(zhì)和浪費(fèi)?！猅herefrigeratorairpurifierreducesfoodspoilageandwaste.10

However,doesthedistinctionbetweenperishableandimperishableexistinservices?

Servicescanbedescribedasperishablebutnotimperishable.Aperishableservicesimplymeansthatit’sshort-lived.Ideally,suchaserviceisconsumedassoonasitisproduced.Unlikeproducts,theservicecannotbestoredforlateruse.wordformation:im-Theprefixim-usuallymeans“not”.Itisusedinanegativesense,asin,theoppositeofthewordfollowingit,e.g.perishable易消亡的imperishable不朽不滅的mature成熟的immature不成熟的measurable可測(cè)量的immeasurable不可測(cè)量的polite有禮貌的impolite無(wú)禮的11

Perishableservicesareservicessuchasairlineflights,autorepair,theaterentertainment,andmanicures.Ifanindividualpurchasesanairticketforaparticularday,andthenhesuffersacoldandisnotabletotravel,theticketexpires.Theperishableattributeofsomeservicesmakesithardtobalancesupplyanddemand.manicure/’m?n?kj??/n.atreatmentforthehandsthatinvolvesmakingtheskinfeelsofterandmakingthenailslookbetterbycutting,smoothing,andpaintingthem修指甲；指甲護(hù)理(TEM-8)eg.你可以在美容院做一次美甲或手部護(hù)理。—Youcanhavealuxurymanicureorahandtreatmentinasalon.11

Perishableservicesareservicessuchasairlineflights,autorepair,theaterentertainment,andmanicures.Ifanindividualpurchasesanairticketforaparticularday,andthenhesuffersacoldandisnotabletotravel,theticketexpires.Theperishableattributeofsomeservicesmakesithardtobalancesupplyanddemand.expire/?k’spa??/v.(ofadocument,anagreement,etc.)tobenolongervalidbecausetheperiodoftimeforwhichitcouldbeusedhasended（文件、協(xié)議等因到期而）失效，終止；到期(TEM-8;CET-6)

eg.這兩家公司的合同將于年底到期?！猅hecontractbetweenthetwocompanieswillexpireattheendoftheyear.Q4:Discusswithyourpartnerorgroupmembersanotherdifferencecperishability’thatmayhelpyoudistinguishbetweenproductsandservices.Someproductsareperishablebynature.Foodproducts,forexample,gobadafteracertainperiod.Otherphysicalitemsmightbecometoooldtofunction.Thisperishabilitycancreateausefulmarketforcompanieswhohopetohelpcustomersreplaceoldproductswithnewones.Servicesgenerallyavoidperishabilitybecausetheirintangiblenaturemakesitmorechallengingforthemtoperish

naturally.Thismeansthatsomemarketersmayaddartificialexpirationdatestoservicestoencourageindividualstousetheservicewithinacertaintimeframe.It’salsopossibleforservicestobecomeobsolete.Forexample,anautomotivemechanicwhooffersserviceonacarthat’snolongermanufacturedwouldofferanobsoleteservice.TheGrowingDemandforProductsandServices12

Basedonhistory,itisevidentthatproducersneedtoadaptorreplaceproductsoncetheybecomeoutdated.Considerthewaywebsitesande-bookshavereplacedpaperbooksorhowcompactdiscshavereplacedcassettesandDVDs.Inotherinstances,serviceshavealsobecomeasubstituteforcertainproducts.Forinstance,thestreamingservicesofferedbyentertainmentfirmslikeNetflix[1]arenowpreferredbymanytoDVDandcableor

satellitetelevisionprograms.cable/’ke?b?l/n.asetofwires,coveredbyplastic,thatcarrieselectricity,phonesignals,etc.（傳輸電、電話信號(hào)等的）電纜(TEM-4;CET-4;CET-6)eg.為鋪設(shè)電纜，需要對(duì)道路進(jìn)行挖掘?！猅heroadhasbeendugupinordertolaycables.Summary13

Productsaresimplyobjectsthataremanufactured,stored,transported,advertised,andthensold.Whileproductscaneitherbetangibleorintangible,servicesareintangible.Thedifferencesbetweenproductsandservicesarebasedondifferentfactors,includingtangibility,perishability,variability,andheterogeneity.befoundedon;berootedin;developfrom;evolvefrom;comefrom:Thedistinctionsbetweenproductsandservicesdevelopfromdifferentfactors,includingtangibility,perishability,variability,andheterogeneity.Exercises第五單元33.

Vocabulary:Completethefollowingpassagewiththewordsandexpressionsinthebox,andtrytobefamiliarwithmarketingandpromotinganewproduct.a.purchase

b.objectives

c.distributed.Expandinto

e.marketingplan

f.marketingtactics

g.marketingchannel

h.targetmarket

i.wholesalerj.retailerOnceyouhaveyourproductideadevelopedandreadytosell,you

needastrategyformarketingandpromotingyourproduct.Youcanusemany(1)

topromoteyouridea,butforanewproductyoucantakeaseriesofstepsthatcanhelpsetyouupforfuturesuccess.fa.purchase

b.objectives

c.distributed.Expandinto

e.marketingplan

f.marketingtactics

g.marketingchannel

h.targetmarket

i.wholesalerj.retailerDevelopa(2)

,whichisawrittendocumentthatoutlinesyourmarketingandsalesgoals.First,writedownthe(3)

ofyourmarketingplan.Ensureyourgoalsarespecificand

measurable,suchas“improveprofitswithourhealthcareclientsby12%within

eightmonths.”Next,describeyour(4)

,whichisthegroupofcustomersyouthinkaremostlikelyto(5)

yourproduct.Then,outlinealistofmarketingtacticsyouaregoingtousetopromoteyourproducttothosecustomers,andspecifyatimeframeforeachtactic.ebhaa.purchase

b.objectives

c.distributed.Expandinto

e.marketingplan

f.marketingtactics

g.marketingchannel

h.targetmarket

i.wholesalerj.retailerSelectyour(6)

,whicharetheplacesyouwantto

(7)

yourproduct.Youcanchoosetosellyourproductsusinga(8)

,whichmeansyouhaveaphysicalstorefromwhichtodistributeyourproducts.Youcanalsousea(9)

tosellyourproducts,which

meansyousellyourproductstoamiddleman,whothendistributesthemtoconsumers.gcjia.purchase

b.objectives

c.distributed.Expandinto

e.marketingplan

f.marketingtactics

g.marketingchannel

h.targetmarket

i.wholesalerj.retailerCreateawebsite.Useyourwebsitetocommunicatekeyfeaturesandbenefitsaboutyourproduct,backgroundaboutyourcompany,specialdealsandsavings,wherecustomerscanfindyourproductandyourcontactinformation.Usevariousmarketingtacticsinyourmarketingplantopromoteyourproduct.(10)

newmarkets.Onceyouhaveestablishedyourproductinthemarket_x0002_place,youcanbegintoexpandintolargermarkets,advisesEntrepreneurMagazine.ContactbuyersforlargeretailerslikeTarget,CostcoorWal-Martorspecializedstoresthatwouldbeagoodfitforyourproduct.d4.Cloze:Decidewhichofthechoicesgivenbelowwouldbestcompletethepassageifinsertedinthecorrespondingblanks.[A]consumers

[B]competitors

[C]levelsoff

[D]primitive

[E]decrease

[F]original

[G]extend

[H]reduce

[I]increase

[J]havesold

[K]duration

[L]have

bought[M]before

[N]after

[O]expandThisiswherethenewproductisintroducedtothemarket;the

customersareunawareoftheproduct.Inordertocreatedemand,investmentsaremadewithrespecttoconsumerawarenessandpromotionofthenewproductinordertoget(1)

going.Atthisstage,profitsarelowandthereareonlyfewsales.Whenmoreitemsoftheproductaresold,itentersthenextstageautomatically.B4.Cloze:Decidewhichofthechoicesgivenbelowwouldbestcompletethepassageifinsertedinthecorrespondingblanks.[A]consumers

[B]competitors

[C]levelsoff

[D]primitive

[E]decrease

[F]original

[G]extend

[H]reduce

[I]increase

[J]havesold

[K]duration

[L]have

bought[M]before

[N]after

[O]expandInthisstagethedemandfortheproductincreasessales.Asaresult,theproductioncosts(2)

andhighprofitsaregenerated.Theproductbecomeswidelyknownandcompetitorswillenterthemarketwiththeirownversionoftheproduct.Toattractasmany(3)

aspossible,thecompanythatdevelopedthe(4)

productwillstillincreaseitspromotionalspending.Aftermanypotentialnewcustomers(5)

theproduct,itwillgoonwiththenextstage.EAFL4.Cloze:Decidewhichofthechoicesgivenbelowwouldbestcompletethepassageifinsertedinthecorrespondingblanks.[A]consumers

[B]competitors

[C]levelsoff

[D]primitive

[E]decrease

[F]original

[G]extend

[H]reduce

[I]increase

[J]havesold

[K]duration

[L]have

bought[M]before

[N]after

[O]expandInthematurityphaseoftheproductlifecycle,demand(6)

andsalesvolumeincreasesataslowerrate.Thereareseveralcompetitorsduringthisstageandtheoriginalsuppliermay(7)

pricestomaintainmarketshareandsupportsales.Profitmargins(8)

,butthebusinessremainsattractivebecausevolumeishighandcosts,suchasthoserelatedtodevelopmentandpromotion,arealsolower.CHI4.Cloze:Decidewhichofthechoicesgivenbelowwouldbestcompletethepassageifinsertedinthecorrespondingblanks.[A]consumers

[B]competitors

[C]levelsoff

[D]primitive

[E]decrease

[F]original

[G]extend

[H]reduce

[I]increase

[J]havesold

[K]duration

[L]have

bought[M]before

[N]after

[O]expandThen,howcanbusinessesdoto(9)

theproductlifecycle?Extension

strategiesextendthelifeoftheproduct(10)

itgoesintodecline.Againbusinessesusemarketingtechniquestoimprovesales.Thedurationofeachstagedependsondemand,productioncostsandrevenues.Lowproductioncostsandahighdemandwillensurealongerproductlife.Whenproductioncostsarehighandthereisalowdemandfortheproduct,itwillbewithdrawnfromthemarketviathe“decline”stage.GM5.

E-CTranslation:TranslatethefollowingsentencesintoChinese.(1)Yourproductlaunchislikesendingyourkidofftocollege:You’venurturedit,workedtoconsidereverychallengeitmightface,andpreparedittomeettheworld.產(chǎn)品發(fā)布就像送自己的孩子上大學(xué)：你花費(fèi)了很多精力去培養(yǎng)他，并考慮到他可能面臨的每一個(gè)挑戰(zhàn)，為他迎接這個(gè)世界做了充分的準(zhǔn)備。5.

E-CTranslation:TranslatethefollowingsentencesintoChinese.但是，這些成熟的品牌可能會(huì)遭遇不成功的產(chǎn)品發(fā)布，一次失敗的產(chǎn)品發(fā)布可能意味著你的新公司就此關(guān)門。(2)However,whileestablishedbrandscanweatheran

unsuccessfulproductdebut,afailed

launchcouldmeanthedownfallofyourstart-up.(3)It’syouropportunitytosnaginvestors’attention,validateyourproduct,andintroduceyourselftotheindustry.這是你吸引投資者的注意力、驗(yàn)證你的產(chǎn)品，并向行業(yè)介紹自己公司的好機(jī)會(huì)。5.

E-CTranslation:TranslatethefollowingsentencesintoChinese.(4)Notonlydidthispavethewayforbroaderadoption,butitalsopreventedserveroverloaduntilitcouldupgradeitsinfrastructure.這不僅為消費(fèi)者更廣泛地運(yùn)用產(chǎn)品鋪平了道路，而且阻止了服務(wù)器在其基本系統(tǒng)升級(jí)前的超負(fù)荷運(yùn)行。周詳?shù)挠?jì)劃對(duì)于確保產(chǎn)品在市場(chǎng)上擁有可靠的第一印象至關(guān)重要。(5)Thoughtfulplanningisessentialtoensuringyourproductmakesasolidfirstimpressiontothemarket.6.

C-ETranslation:TranslatethefollowingsentencesintoEnglishbasedonthecuewordsinbrackets.(1)產(chǎn)品和服務(wù)是密不可分的，離開(kāi)了一個(gè)，另一個(gè)便毫無(wú)價(jià)值。(beinextricablylinked)Theproductandservicewereinextricablylinked—onewasworthlesswithouttheother.Sincemostproductsarecountable,touchable,andvisible,aconsumercanassessitsdurabilityby

examiningit.(2)由于大多數(shù)產(chǎn)品都是可計(jì)數(shù)、可觸摸和可見(jiàn)的，消費(fèi)者可以通過(guò)檢查產(chǎn)品來(lái)評(píng)估其耐用性。(assessits

durability)6.

C-ETranslation:TranslatethefollowingsentencesintoEnglishbasedonthecuewordsinbrackets.(3)歷史表明，產(chǎn)品一旦過(guò)時(shí)，生產(chǎn)商需要調(diào)整或更換，這是顯而易見(jiàn)的。(becomeoutdated)Basedonhistory,itisevidentthatproducersneedtoadaptorreplaceproductsoncetheybecomeoutdated.(4)產(chǎn)品幾乎是所有業(yè)務(wù)的重要組成部分，而且其種類繁多。(awiderangeof...)Productsareanimportantpartofalmostanybusiness,andthere’sawiderangeofproductsthatexist.6.

C-ETranslation:TranslatethefollowingsentencesintoEnglishbasedonthecuewordsinbrackets.(5)我公司經(jīng)營(yíng)電子產(chǎn)品的進(jìn)出口業(yè)務(wù)，希望與貴公司建立商業(yè)聯(lián)系。(specializein...)Ourcorporationspecializesinimportingandexportingelectronicproductsandwishestoenterintobusinessrelationswithyou.Marketandpromoteanewproduct:Interviewtheproductmanageraccordingtothefollowingquestionsandmakenoteswhennecessary.Wouldyoudescribeyourproductbriefly?What’syourtargetmarket?Whatareyourmarketchannels?Whatareyourmarketandpromotionobjectives?1234Role-playAfteryouhaveinterviewedaproductmanager,writeaparagraphabouttheinterview,andpresentittoyourgroup.Whatisthesellingpointofyourproduct?Howcanthecustomercontactyou?Whatarethepromotionalactivitiesofthenewlaunch?Wherecancustomersfindyourproduct?5678Role-playReferenceKeytoRole-playOurproductisakindoftranslatingmachinewhichcanimprovetranslators’translationefficiency.Ourmarketandpromotionobjectivesaretogettheattentionoftranslationcompaniesandexperiencedtranslatorsinbooktranslationandmakethemfamiliarwithourproduct.Ourspecifictargetistoget100customerstotryourproductsandthenbuyourproductsforthefirstmonthbyholdinganacademicconference.Ourmarketchannelsareonlinestoresandsupermarkets.ReferenceKeytoRole-playOurtargetmarketsaretranslationcompaniesandexperiencedtranslatorsinbooktranslation.Oursellingpointisthatthetranslationefficiencyistenpercenthigherthantheothertranslationmachines.CustomerscanfindourproductsinsupermarketsandonlinestoressuchasJingdongandTaobao.Duringthepromotionperiod,ourproductswillbesoldwith20%discount.CustomerscanlogonourwebsiteandfindalltheinformationorcancallusaTextBCounterfeitProductsHurttheConsumerandtheEconomy第五單元4U5:ContentsandQuestionsofTextB1

Littlethingsaddup.2

Abunchofbricksadduptoahouse.Toomanydrinksadduptoahangover.Soitiswiththeeconomy:Small,seeminglyunrelatedeventscanadduptoimportantinformation—ifyoujustconnectthedots.Theyadduptoadisturbingconclusionforbothconsumersandinvestors.hangover/'h????v?/n.thefeelingofheadache,sickness,etc.,thedayafterdrinkingtoomuchalcohol宿醉(TEM-4;CET-4)eg.我在那個(gè)美妙的夜晚喝得酩酊大醉?！狪twasagreatnightandIhadamassivehangover.U5:ContentsandQuestionsofTextB1

Littlethingsaddup.2

Abunchofbricksadduptoahouse.Toomanydrinksadduptoahangover.Soitiswiththeeconomy:Small,seeminglyunrelatedeventscanadduptoimportantinformation—ifyoujustconnectthedots.Theyadduptoadisturbingconclusionforbothconsumersandinvestors.disturbing/dI'st?:bI?/adj.causingdistressorworryoranxiety令人不安的；令人苦惱的(CET-4;CET-6)eg.開(kāi)車去醫(yī)院參加下一場(chǎng)會(huì)議的路上，我想起了保羅說(shuō)的那些事，讓人心生不安?！狝swedrovetoournextmeetingatthehospital,IthoughtaboutthedisturbingstoriesPaulhadtoldme.CounterfeitCottonPenetratesBigChainRetailers3

RetailgiantTarget(TGT)[1]saidinAugustitwasseveringtieswithtextilecompanyWelspunIndiaLtd[2].TargetsaidWelspunsolditcounterfeitEgyptiancottontowelsandsheets.Theywerecotton,butnotfromEgypt.ThatmattersbecausepeoplethinkEgyptiancottonistheworld’sbest.Itsellsatapremiumprice—asmuchasthreetimesmorethanothercottonvarieties.premium/'pri:mI?m/adj.anadditionalamountofmoney,aboveastandardrateoramount加付款；額外費(fèi)用(CET-6)eg.消費(fèi)者愿意多花錢去買有機(jī)蔬菜?！狢onsumersarepreparedtopayapremiumfororganicallygrownvegetables.

CounterfeitCottonPenetratesBigChainRetailers3

RetailgiantTarget(TGT)[1]saidinAugustitwasseveringtieswithtextilecompanyWelspunIndiaLtd[2].TargetsaidWelspunsolditcounterfeitEgyptiancottontowelsandsheets.Theywerecotton,butnotfromEgypt.ThatmattersbecausepeoplethinkEgyptiancottonistheworld’sbest.Itsellsatapremiumprice—asmuchasthreetimesmorethanothercottonvarieties.Q1:HowmuchdoyouknowaboutWelspun’sEgyptiancottontowelsandsheets?Welspun’sEgyptiancottontowelsandsheetsareconsideredastheworld’sbest.Theyarewidelyknowninmostcountriesoftheworld.Itusuallysellsatapremiumprice—asmuchasthreetimesmorethanothercottonvarieties.4

Twoweekslater,Wal-Mart(WMT)alsostoppedbuyingWelspunproductsforthesamereason.5Moreretailersfollowed:BedBath&Beyond(BBBY)[3],JCPenney(JCP)[4],andMacy’s(M)[5]allpulledsupposedlyEgyptiancottonsheetsofftheshelves.AllthesecompanieshadbeenusingWelspunforyears.Theyhaveexpertbuyerswhooughttoknowtheircotton.Yetapparently,noonenoticedaproblemuntilTarget’sactionmadetheminvestigate.6Thatmakesmewonder:Whatothercounterfeitproductsdothesebigchainssell?Afterall,wenowknowthecompaniescan’tpolicetheirsuppliers—ortheyjustdon’twantto.apparently/?'p?r?ntli/adv.somethingthatseemstobetrue,

althoughyouarenotsurewhetheritisornot顯然地；表面上(TEM-4)eg.顯然，銷售大師該有的特質(zhì)我?guī)缀醵紱](méi)有?！狝pparently,Ilackednearlyalltheattributesofthemastersalesman.OnlineRetailersAreSellingCounterfeitProducts

7

LastmonthApple(AAPL)ranastingoperationagainstA(AMZN).Apple’sinvestigatorsorderediPhonecordsandotheraccessoriesthatwereportrayedasgenuineAppleproducts.Theirfinding:Nearly90%ofallegedAppleaccessorieswerecounterfeit—notmadebyAppleatall.TheywerelabelledasApple.TheylookedlikeAppleproducts.PeoplepaidApple-likepremiumpricesforthem.Buttheywerefakeones.MostofthefakestracedbacktoMobileStarLLC,asmallNewJerseycompany.Amazonstoppedsellingthem,butnooneknowshowmanymorearefloatingaround,possiblyforsaleelsewhere.accessory/?k'ses?ri/n.somethingthatcanbeusedwithoraddedtosomethingelseinordertomakeitmoreefficient,useful,or

decorative附件；配飾(TEM-4;CET-6)eg.它還有一系列的配件，包括太陽(yáng)鏡、手袋和腰帶?！狪talsohasagoodrangeofaccessories,includingsunglasses,handbagsandbelts.OnlineRetailersAreSellingCounterfeitProducts

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LastmonthApple(AAPL)ranastingoperationagainstA(AMZN).Apple’sinvestigatorsorderediPhonecordsandotheraccessoriesthatwereportrayedasgenuineAppleproducts.Theirfinding:Nearly90%ofallegedAppleaccessorieswerecounterfeit—notmadebyAppleatall.TheywerelabelledasApple.TheylookedlikeAppleproducts.PeoplepaidApple-likepremiumpricesforthem.Buttheywerefakeones.Mostofthefakestra