《商務英語》教學課件-Module12

Module

1210.1

Business

law1.

ListeningA

colour

problem12.

Reading23Colourful

cases3.

GrammarIndirect

questions

and

tags44.

SpeakingPlaying

a

gameListening:

A

colour

problem1.

Herearethetwo

logos

of

rival

mobilephoneoperators.

Whatlegalproblemdoyouthinkmightoccurbetweenthem?FrontlineGalacallInthis

caseboth

phone

operators

areusinglogos

which

usethe

samecolour.

Oneoperator

could

argue

thatcustomerswill

therefore

confuse

the

brand

and

thattheir

competitorismakinguseoftheirbrandimage.2.ListentoanewsprogrammeabouttheprobleminEx1.

A

journalisthaspreparednotesonthecase.Writeinthemissingwords.Galacall

announced

thatitmaytake

legal

proceedings

over

aseries

of

(1)_T_V_c_o_m_m_e_r_c_i

a_ls_

run

by

its

rival

Frontline.

It

maysuethe

company

over

its

useof

the

colour

purple

on(2)_T_-_s_hi_r_ts_____

worn

by

sales

staff.

This

is

a

similarcasetothatof

Orange

and

easyMobile

and

the

argumentoverthe

useof

the

colour

(3)__o_r_a_ng_e____

in

both

companies’

trademarks.Another

exampleis

whenBP

took

out

litigation

againstan

Irish(4)

_p_e_t_ro_l_c_o_m_p_a_n

y__

overits

petrol

stations

and

the

fact

theywanted

to

paintthem

(5)

__g_r_e_e_n_.

Aswell

as

colour,

a

companytrademark

can

have

the

rights

overthe

(6)

___s_h_a_pe____

of

alogo

or

brand.

Galacall

will

win

in

court

if

the

prosecution

canprove

their

(7)__bu_s_i

n_e

s_s__

is

damaged

by

confusing(8)_c_o_lo_u_r_s___.Listening

scriptP=Presenter

R=ReneP:Businessnewsnow,

andthetelecomsfirmGalacallhasannounceditmaybetakinglegal

proceedingsagainst

thenewcomer

and

potential

rivalinthetelecomsmarket,Frontline.Frontlinerecentlyranaseriesof

TVcommercialsin

which

allitssales

staff

wore

distinctivepurple

T-shirts.

Galacall,

whosetrademarkbrandnameappearsinasimilarshadeofpurple,hasn’tsaiditwillsueFrontlineyet

but

isconsidering

itsposition.

Well,

onthelinetodiscussthisstoryislawyerandlegalexpertintrademarklaw,

ReneMackersmannfortheLondon-basedfirmParkersandMackersman.R:Goodmorning.P:SoRene,

I

waswondering

howseriousGalacallisaboutallthis?Surelythey

only

have

a

caseagainst

a

company

which

infringesthetrademark

byusinga

similarname,

don’y

they?R:Well,

no.In

factthere

are

a

number

ofexamples

wherecompanies

or

brands

havetried

toprevent

othersfromusingwhat

they

consider

astrademarkcolours.

Take

thecaseof

themobilephone

company

Orangetrying

to

stop

easyMobileusingthecolour

orange.TheeasyGroupcompanyhadusedorangeonallitspreviousventures,butwhenitlaunched

a

rivalmobilephone

brand,

theoperator

OrangesaideasyMobile

wasbreakingthelawby

usingitscolourin

thesame

marketplace.Thenthere

wastheoilcompany

BP,

whoselogoisgreenand

yellow.Theytook

outlitigationagainst

anIrishpetrol

company

who

tried

topaint

itspetrolstationsgreen.P:

Sodo

youthink

youcanusethesamecolour

as

long

asyour

productisdifferent?R:

Absolutely.

Forexample,

thefoodmanufacturerHeinzusesturquoiseonitscansbutitcouldn’tstopsomeonefromusingthesamecolouron,saybicycles.P:Canyoutellmeifthereisanythingelseyoucanbuytherightson?R:Oh

sure.

Trademarks

meanfirmshaverights(patents)over

anything

likecolourorshape.P:Shapeaswell?R:

Absolutely.

Take

Toblerone.

They

have

therightson

triangular

boxes

fortheirchocolate.P:

Sobackto

Galacalland

F.

I’d

like

toknow

what

youthink

theoutcome

willbeifitevergetstocourt.Who’llwin?R:Well,

I’m

not

thejudge,

but

iftheprosecutioncanprovethecolour

willconfusecustomersanddamageGalacall’sbusinessthentheymightjustwinit.Vocabulary:

Legal

termsMatchtheselegalwordstotheirdefinitions

A-J.SomeappearinthenotesinEx2A.Name

or

symbolon

a

productwhichD0sue______meansitcan’tbeusedbyanotherproducer.B.Legalmatterthatisdecidedincourt.C.

Theprocessoftakingacasetocourt.I1prosecute______2trademark__A____FD.Make

a

legal

case

against

someoneandclaimformoney.3court______4lawyer__G____E.Whatyouarelegallyallowedtodo.B5case______F.

Theplacewherelegalcasesareheard.E6rights______7judge___H___JG.

The

person

whogives

legal

adviceandrepresentsapersonincourt.H.

Thepersoninchargeof

a

courtwhomakeslegaldecisions.8defence______9litigation__C____I.Try

toprovesomeoneisguilty.J.

Thecasetoprovesomeoneisinnocent.Reading:

Colourful

cases1.Readthreearticlesaboutcompaniesandtheirtrademarks.Whicharticle(A,BorC)doeseachofthesestatements1-7referto?1.Thecasewasoverthecolourofthepremises.________2.

Thecompanyisunlikelytotakemembersofthepublictocourt._B__3.

Thecompanyalreadyusedthecolouronitsotherbrands.___A__4.

The

company

has

not

yet

startedany

kindof

litigation._____5.

Onlypartofthecompanycouldbeprosecuted.___A___6.

Therightsofacompanyinanothercountrywereaffected._____7.

Thecompanywouldliketocontrolhowitsbrand

isused.___B__AORANGE

TO

SUE

OVER

COLOURThemobileoperator

Orange

may

betaking

easyMobile

to

court

overtrademarks.

TheproblemcomesfromtheeasyMobile

choiceof

colour.

Theoperator

has

followedtheeasyGrouptrademarkbrandingandusedorange.The

two

mobilecompanies

havebeenin

litigationsince

the

launchofeasyMobile

was

announced,

butOrange

has

saidthat

thetalks

failedto

resolve

theissues

andthetwooperatorswillseeeachotherincourt.Joel

Barry,

partner

with

legal

firmOlswang,

saidthat

thecase

will

bethefirstintheUKtoseealegalbattleoveracorporatecolour.NO

GOOGLING,

PLEASEBInternet

searchgiant

Googlehas

saiditintends

tostoptheuseofitsnameasagenericverb,sayingthatphrasessuchas

“togoogle”

somebody

or

somethingarepotentiallydamagingtoitsbrand.

A

spokewomanfor

Googlesaid:

“Wethink

it’s

important

to

make

thedistinction

between

usingthewordGoogletodescribeusingGoogletosearch

theInternet

and

using

theword

Google

to

generally

describesearching

the

Internet.

There

aresome

serious

trademarkissues.”ButDr

Julie

Coleman,

anauthority

on

linguisticsfrom

theUniversity

of

Leicester,

says

that

oncenew

wordsenter

intocommonusageit

isimpossibletostoptheiruse.“Google

can’t

possibly

stop

thespread

of

theverb,”

saidColeman.

“Normal

people

areusing

it

in

normalconversationand

in

writing

and

they

aren’tlikelyto

facelegal

proceedings.”CGoing

GreenIn1996,theIrishcompany

TedcastlesOilProducts,

or

TOP,

decided

tomodernise

its

petrol

stations

bypaintingthem

green.

They

feltthecolour

green

wouldreflect

thecompany’straditionalIrishvalues.

Thecompany’s

subsidiary

in

NorthernIrelandalsopainteditsstationsgreen.However,

these

stations

came

underUnitedKingdomlaw.

InJune1991theBritishoilcompanyBP

hadappliedfora

trademark

to

protect

thegreencolour

of

itsservice

stationsandso

itquicklysetabouttakingactionagainstTOP,

even

though

TOP’s

greenwasdarker…Grammar:

Indirect

questions

and

tags1.

Listen

tothenewsprogramme

fromexercise

2

on

page

116

again.Re-writethedirectquestionsbelowasindirectquestionsandtags.1)HowseriousisGalacallaboutthis?Galacall

is

about

thisIwaswonderinghowserious_______________________.2)Dotheyonlyhaveacaseagainstacompanywhichinfringesthetrademarkbyusingasimilarname?Theyonlyhaveacaseagainstacompanywhichinfringesthetrademarkbydon’t

theyusingasimilarname,______________?3)Canyouusethesamecolouraslongasyourproductisdifferent?you

can

use

the

same

colourDoyouthink____________________________aslongasyourproductisdifferent?4)Isthereanythingelseyoucanbuytherightson?there’s

anything

elseCanyoutellmeif______________________youcanbuytherightson?5)Whatdoyouthinktheoutcomewillbeifitevergetstocourt?you

think

the

outcome

will

beI’dliketoknowwhat________________________________ifitevergetstocourt.2.

Read

thesequestions

andcommentsforma

BEC

Vantage

SpeakingTest.

Findthemistake

ineach

one.

Check

for

word

order,

anincorrectwordoramissingword.will1)Doyouthinkwillbusinessbecomemoreglobalinthefuture?2)Iwaswonderingyouthinkthemostimportantthingiswhensettingupanewbusiness.what3)Goodmarketingismoreimportantthanagoodproduct,isit?isn’t4)Inthefuture,peoplewillreducehowmuchtheytravelbyplane,theywon’tit?5)Doyouthinkcanemployeesworkaswellfromhomeasfromancanoffice?are6)I’dliketoaskyouwhatareyourplansforyourfuturecareer?7)Whatkindsofworkexperienceyouthinkwouldhelpstudentsatdobusinessschool?haven’t8)

You’ve

studiedEnglishforthreeyears,aren’tyou?語法小結(jié)要點解析：我們通常使用間接問句使直接問句聽起來更禮貌或婉轉(zhuǎn)。間接問句的構(gòu)成：將動詞移位，使之變成陳述句即可。例如：Willitattractmanypeople?Doyouthinkitwillattractmanypeople?IwaswonderingwhatyouthinktheWhatdoyouthinkisthereason?reasonis.Whydidyouleaveyourlastjob?

Canyoutellmewhyyouleftyourlastjob?人們通常使用反意問句來證實或核實信息。例如：Goodmarketingismoreimportantthanagoodproduct,isn’tit?Inthefuturepeoplewillreducehowmuchtheytravelbyplane,won’tthey?You’ve

studiedEnglishforthreeyears,haven’tyou?You

workforFairtrade,don’tyou?12.2

Handling

questionsListeningDifficultquestionsSpeakingRespondingtoquestionsReadingPressreleasesWritingApressreleaseListening:

Difficult

questions1.Discusswhypeoplemightaskquestionsinthefollowingsituations.A.

A

customerwantstoreturnanitem.Thecustomermightask:CanIhavearefund?CanIexchangethisforsomethingelse?Theshopassistantmightask:Whendidyoubuyit?Doyouhavethereceipt?Didyoupaybycreditcardorcash?B.

Anemployeereceivesapaychequeattheendofthemonth.Theemployeemightask:Whywasn’tIpaidforthatovertimeIdid?Whyisthetaxhigherthismonth?C.

A

studentgetspoormarksforabusinessexam.Thestudentmightask:WhatdidIgetwrong?Whywasmymarksolow?Theteachermightask:Whatwentwrong?Didyourevise?D.A

manager

discovers

anemployeehas

beensendingemailstofriends.Themanagermightask:Haveyoureadourpolicyonsendingemails?Whydidyousendsomany?E.

A

public

relations

manager

isexplaininga

faulty

product

tojournalistsatapressconferenceThejournalistsmightask:Whatisthecompanydoingtosolvetheproblem?Willyoubegivingcustomersarefund?2.Listentofiveconversations.Matchthesituations

A-EinEx1toconversations1-5CConversation1:___________EConversation2:___________BConversation3:___________AConversation4:___________DConversation5:___________Listenagainandmatchthequestions1-6totheresponses

A-E.EFC1.

Whatelse

wasI

supposed

towrite?A.

I

justneedtocheckwithsomeonefirst2.

Doyouhave

any

ideas

aboutwhatcausedtheproblem?B.Sorry,

Idon’tfollowyouC.I’mafraidI’munable3.

Howsoonwilltheseitemsbebackontheshelves?toanswerthatatthemomentD.Canyouexplainwhatyoumean?BA4.Whyhasn’titbeenincluded?5.

Can

I

exchangeitfor

anotherone?E.

Letmeget

back

toyouonthatD6.

You

do

know

ourpolicy

withregardtothis,don’tyou?F.

T

h

a

t

’

s

a

v

e

r

y

g

o

o

dquestionListening

ScriptConversation

1S=Student

T

=

TeacherS:I’msorrybutIdon’tunderstandthismark.Whywasitsolow?Imean,IthoughtI’dansweredeverything.WhatelsewasIsupposedtowrite?T:

Look,Ican’treallycommentonthatuntilI’velookedatit.Givemeadayandletmegetbacktoyouonthat.OK?Conversation

2PRM=PRManager

J=JournalistPRM:OK.

Arethereanyquestions?

Yes?J:Soyou’veannouncedthatyou’llberecallingalltheitemsfromsupermarketsandstores,butdoyouhaveanyideasaboutwhatcausedtheproblem?PRM:

That’saverygoodquestion.We’relookingintoitatthemoment,andwehopethatwewillknowmoreverysoon.J:Howsoonwilltheseitemsbebackontheshelves?PRM:I’mafraidI’munabletoanswerthatatthemoment.Icanassureyou,however,

thatwe’redoingeverythingwecantosortthisproblemoutasquicklyaspossible.Conversation

3E=Employee

M=ManagerE:CanIhaveaword?M:Sure.E:It’s

justthatthisdoesn’tseemtoberight.Ididsomeovertimethemonthbeforelast.Whyhasn’titbeenincluded?M:Sorry,

Idon’tfollowyou.Ifitwasforthemonthbeforelastitwouldhavebeenonyourlastcheque.E:Butdon’tyouremember?

You

forgottoadditandsaidyou’daddittothismonth’s…Conversation

4CS=CustomerService

C=CustomerCS:Hello.CustomerService.C:Hello,IboughtaBarbiedollhousesetandI’mafraidit’s

thewrongone.CS:Sorry,

Ididn’tcatchthat.

A

Barbiewhat?C:

A

Barbiedollhouseset.

You

know.

Ithaskindofpinkwallpaper.CS:Butistheresomethingactuallywrongwithit?C:Ithinkit’s

thewrongcolourorsomething.Idon’tknowreally.

Itwasmydaughterwhosaiditwaswrong.CS:Well,wecanonlytakeitbackifit’s

faulty.C:CanIexchangeitforanotheronethough?CS:Sorry.

Canyouwaitamoment?Ijustneedtocheckwithsomeonefirst.Conversation

5M=Manager

E=EmployeeM:Sorry,

Peter,

canIhaveaquickwordbeforeyougo?E:Erm,well,Iaminabitofarush.M:Itwon’ttakelong.Let’susemyoffice.E:OK.M:

Take

aseat.I’mawarethatyou’vebeenusingcomputersforpersonaluseduringyourlunchbreaks.

You

doknowourpolicywithregardtothis,don’tyou?E:Sorry,

canyouexplainwhatyoumean?Isthereaproblem?4.WritetheresponsesA_FfromEx3intothislanguagesummary?

Handling

questions?

Delayingyouranswer?

DoyoumindifIanswerthatattheend??

(1)A

Ijustneedtocheckwithsomeonefirst.?

(2)C

I’mafraidI’munabletoanswerthatatthemoment?

(3)E

Letmegetbacktoyouonthat?

I’dliketocomebacktothatpointlateron,ifthat’sok.?

Commentingonthequestion?

(4)FThat’saverygoodquestion?

Thankyouforaskingthat?

Askingforfurtherexplanationorrepetition?

Sorry,Ididn’tunderstandthequestion.?

(5)BSorry,Idon’tfollowyou?

Sorry,Ididn’thearyou./catchthat.?

(6)DCanyouexplainwhatyoumean??

Couldyourepeatthat?/saythatagain?Speaking:Respondingtoquestions5.Howwouldyourespondtoaquestioninthefollowingsituation?1)Ajobinterviewerasksyouaverycomplicatedquestion.Youneedhimtorepeatit.Sorry,Ididn’tunderstandthequestion.2)Ajournalisttelephonesyoutoaskaboutapossiblenewjointventurebetweenyouandanothercompany.Itistruebutthefinalcontracthasn’tbeenagreedyet.I’mafraidI’munabletoanswerthatatthemoment.?

3You’reapoliticianandanangrymemberofthepublicasksyouwhyyouhaveincreasedtherateoftaxforhomeowners.?

That’saverygoodquestion.?

4It’syourfirstdayatabankingcallcentre.Acustomercallsandasksabouttakingouta$5,000loanbutwantsadifferentinterestratetotheoneadvertised.?

Ijustneedtocheckwithsomeonefirst.?

5Someoneinterruptsyouinthemiddleoftryingtoexplainacomplicatednewsystem.?

I’dliketocomebacktothatpointlateronifthat’sOK.?

6.YouareaPRrepresentativeforapharmaceuticalcompany.Anewskincareproducthasgivensomecustomersredspotsontheirfaces.Youareansweringquestionsatapressconference.?

I’mafraidI’munabletoanswerthatatthemoment.Reading

Pressreleases?

1.Readthe“Howto…”articleonwritingpressreleasesandanswerthefollowingquestions?

1)Whydopeoplewritepressreleases??

2)Whenwillnewspapersorbroadcastersuseyournews??

3)Whatistheadvantageofapressreleaseovernormaladvertising?Howto…writeapressreleaseYo

u

may

think

about

writing

press

releases

onlyworks

when

you

have

important

news

toshare

orcompanyannouncementstomakebutthatiswrong!You

can

write

and

submit

press

releases

which

willget

published

in

newspapers

or

broadcast

on

TV

orradio

at

any

time

if

you

give

aninteresting

slant

towhat

you

are

submitting.

Here

are

some

interestingideas

tohelp

get

your

press

release

picked

up

bythemedia.★Write

a

story

about

howyour

businesshelps

yourcommunityorsolvesaproblemforlocalpeople.★Write

a

press

release

if

your

company

has

raised

moneyforcharity.★Tell

your

personalstory:

maybe

you

set

up

your

businessfromnothingoryouarealocalsuccessstory.★Relateyour

storyto

what

is

happening

today__watchthenews,

check

out

what

the“hot

topics”are

and

find

a

way

to“spin”a

storyfromthat.★Make

sure

thepress

releases

doesn’t

sound

like

anadvertisement.

The

idea

is

that

consumers

will

think

they

arereadinganewsstoryratherthanbeingsoldsomething.Answers?

1)Whydopeoplewritepressreleases??

Whentheyhaveimportantnews,companyannouncements,oratanytimewhenit’spossibletogivean“interestingslant”.?

2)Whenwillnewspapersorbroadcastersuseyournews??

Whenthestoryexplainshowyourcompanyhashelpedthelocalcommunityorhasraisedmoneyforcharity.Alsothestorymightbeaboutsuccessorrelatetootherhottopics.Theywon’tuseitifitseemslikeanadvert.?

3)Whatistheadvantageofapressreleaseovernormaladvertising??

Oneadvantageisthatapressreleaseisfreepublicityandalsothatthepublictendtotakemorenoticeofthecompanythantheywouldfromseeinganadvertisement.2.Alocalnewspaperhas

receivedfourpressreleases

thismorning.Accordingtothearticleabove,whichrelease(A_D)isn’tagoodone?Tellyourpartnerwhy.A

As

many

you

are

aware,environmentalconcernsarenowatthefrontofeveryone’sminds.Butwhilemanycompaniessaytheyareconcerned,we

at

Beavis

and

Son

are

taking

thisvery

seriously,

and

we

are

therefore

please

toannounceournew“buyabagforan

Amazon”scheme.Unlikemoststores,whereyougetafreeplasticbag,withthecostgoingtoacharitywhichsavestherainforestsofthe

Amazon…B

It’s

always

good

to

hearofalocalsuccessstoryandwe

are

delightedthatRainer’sFurnishingarenowgoingglobalwiththeopeningoftheirfirsteverfactoryoverseas.

ThecompanywillbetakingoverafirmbasedinPoznaninPolandandre-equippingthefactorythere.Contrary

to

recent

suggestions

thatthecompanymayusethisasanopportunitytoreducethesizeofitslocalfactory,

thecompany’smanagingdirectorMalcolmStoreywasabletoconfirmwithstaffatarecentmeetingthatthiswasnotasteptowardsdownsizingorcost-cuttingbutexpansion…C

I

am

writingtoinformyourreadersofourspringsalesstartingnextweek.

Allclothingitemswillhavediscountssavingyouasmuchas20%...DWhilewearesadtoseehergo,we

arecelebratingtheretirementofourfounderRoselynCooper-Hennes.Roselynishandingovertherunningofhercompanytohertwoson,RichardandMark,exactlythirtyyearsafterfoundingthecompany.

As

many

localpeople

will

know,Roselynwasanactivememberofthelocalcouncil.Perhapstheydon’tknow,

however,

thatRoselynactuallystartedthebusinessfromasmallkitcheninatinyhouse…AnswerText

Cisn’tagoodreleasebecauseitreadslikeanadvertisement.Itannouncesasalewithdiscountsandthereisnosuggestionthatthecompanyhasdoneanythingusefulforthecommunity.3Matchthepressrelease(A,B,CorD)tothestatementsbelowThispressrelease…1.

Ismorelikeanadvertisement.C2.

Startstotellastory.D3.

Isaboutraisingmoneyforcharity4.

Referstoa“hottopic”.

AAB5.

Describesarecentachievement.6.

Explainsabenefittothecustomer.C7.

Referstosomebadpublicity.BLookattheunderlinedphrasesinthefourpressreleasesandwritethemnexttothesefunctions.?

Introducesthenews:?

I

am

writing;

It’s

always

good

to

hear?

Referstoreader’sknowledge:?

As

many

you

are

aware;?

As

many

local

people

will

know?

Announcesgoodnews:?

we

are

therefore

please