商務英語閱讀（第3冊）（第二版）課件 Unit 3 Product Quality

商務英語閱讀3UNIT3ProductQualityLearningObjectivesUnderstandthefunctionsofonlineuserratingsandreviews.Pondercriticallytherolethatonlineuserratingsandreviewsplayinconsumers’purchasedecision-making.Learnaboutthechangingconsumersentimentfor“MadeinChina”.Reviewhow“MadeinChina”and“craftsmanshipspirit”havecounteredtheimageofbeingcheap,inferior,andunfashionable.CONTENTS01.TextA02.

TextB03.ChineseValuesHighOnlineUserRatingsDon’tActuallyMeanYou’reGettingaQualityProductTextAWarmingupCanonlineuserratingstrulyreflectproductorservicequality?Whatiscraftsmanship?Whatisyourimpressionon“MadeinChina”?WordsandExpressionsostensiblyadv.Ifsomethingisdoneostensiblyforaparticularreason,itisnotreallydoneforthisreasonbutpeoplepretendthatitis.表面上，假裝地(GRE;GMAT;IELTS)ThebigbosseswenttoHawaii,ostensiblytolaunchthenewproject.WordsandExpressionsadventn.(theadventof)thetimewhensomethingfirstbeginstobewidely

used……的出現(xiàn)（來臨）(GRE;GMAT;TEM-8)WiththeadventoftheInternetandsocialmedia,theymustnowmonitorpublicsourcesandintegratethatinformationwiththeirclinicaldata.WordsandExpressionstacticn.amethodyouusetoachievesomething手法；策略(CET-6;TEM-4)Salesmenemployallsortsofclevertacticstotryandpersuadeyou.WordsandExpressionswanevi.Ifsomethingsuchaspower,influence,orafeelingwanes,itbecomesgraduallylessstrongorimportant.（權(quán)利、影響、感覺等）逐漸減弱(TEM-8)Myenthusiasmfortheprojectwaswaning.WordsandExpressionspunchlinen.thelastfewwordsofajokeorstory,thatmakeitfunnyorsurprising（笑話、故事中最后幾句點題或拋出笑料的）妙語，畫龍點睛的結(jié)尾語(CET-6)Ifyouseethosesortsofcasualreferences,bearinmindtheymightjustbetheretomakeapunchline.WordsandExpressionsillusionn.somethingthatseemstobedifferentfromthewayitreallyis假象，錯覺

(CET-4;TEM-4)Themirrorsintheroomgaveanillusionofgreaterspace.WordsandExpressionscoincidevi.tohappenatthesametimeassomethingelse,especiallybychance同時發(fā)生，（尤指）巧合(CET-4;TEM-4)Suspectsareinterviewedinseparateroomstoseeiftheirstoriescoincide.WordsandExpressionssophisticatedadj.asophisticatedmachine,system,methodetc.isverycleverlydesignedandveryadvancedandoftenworksinacomplicatedway（機器、系統(tǒng)、方法等）精密的；高級的，尖端的；復雜的(CET-4;TEM-4)Itincludesasophisticatedplug-insolutionthatturnsitintoatruedevelopmentplatform.WordsandExpressionsvariablen.avariableisafactorthatcanchangeinquality,quantity,orsize,thatyouhavetotakeintoaccountinasituation可變因素(CET-4;TEM-4)Therearetoomanyvariablesintheexperimenttopredicttheresultprecisely.WordsandExpressionsundertakevt.toacceptthatyouareresponsibleforapieceofwork,andstarttodoit著手做；承擔，接受(CET-4;TEM-4)Ifyouundertaketheproject,youareboundtoencounterdifficulties.WordsandExpressionspremiumadj.premiumproductsareofahigherthanusualqualityandareoftenexpensive高端的(CET-6;TEM-8)Atthepremiumendofthemarket,businessisbooming.WordsandExpressionspenalizevt.totreatsomeoneunfairlyormakethemhaveadisadvantage不公平地對待……；使……處于不利位置(CET-6;TEM-8)Salestaxespenalizetheconsumers.WordsandExpressionsunderlying

adj.theunderlyingfeaturesofanobject,event,orsituationarenotobvious,anditmaybedifficulttodiscoverorrevealthem根本的；潛在的(CET-6)HetheorizedthattheunderlyingcauseofthewarwasslaveryStructuralAnalysisPara.MainTopicsPara.1-3Theintroductiontotheresearchofonlinereviews.Para.4Ahostofissueswith

userratings:statisticalissues,samplingissuesandevaluationissues.Para.5-6Tworesearchquestions.Para.7-11Majorfindings.Para.12-13Commentsonthefindings.NotesonTextA1.Thepunchlineisthatthetrustweplaceinstarratingsreflectsanillusionofvalidity;...關(guān)鍵在于，我們對星級評級的信任反映了一種有效性幻覺。illusionofvalidity表示“有效性幻覺”，是一種認知偏差，即在預測結(jié)果與輸入信息之間形成沒有根據(jù)的自信。NotesonTextA2.Consumerswithextremeopinionsaremorelikelytopostreviews,whichisreferredtoasa“brag-and-moan”bias.持極端觀點的消費者更有可能發(fā)表評論，不過是“非吹噓即抱怨”的偏見。Discussion1.Whatistheeffectofonlinereviewsonconsumers’purchasedecisionmaking?2.Whatistheimpactofnegativereviewsononlinebusinesses?3.Howshouldonlinebusinessesbuildtrustwithconsumers?ExercisesI.ReadingComprehension1-5DADACII.VocabularyA.1-5CAADD6-10BADCCB.1.Inlightof2.gowith3.associatedwith4.ahostof5.correspondwith6.intermsof7.stemfrom8.whenitcomesto9.rangefrom...to10.relatedtoIII.Cloze(1)emerging(2)perceptions(3)negative(4)readily(5)transition(6)shedding(7)capabilities(8)compete(9)copy(10)adaptionExercisesIV.PutthefollowingsentencesintoChinese.1.如果所有產(chǎn)品使用者都對產(chǎn)品進行打分，得出的平均評級和一部分產(chǎn)品使用者的平均評級是不完全統(tǒng)一的。2.此外，眾所周知消費者對產(chǎn)品的質(zhì)量評定不僅基于客觀的產(chǎn)品性能，還深受其他因素影響，例如品牌形象、產(chǎn)品價格和包裝設計。3.兩者的對應關(guān)系非常小——事實上，亞馬遜網(wǎng)站上星級較高的產(chǎn)品在《消費者報告》上得到更高分數(shù)的概率為57%，這只比拋硬幣的概率略高。4.實際上，多數(shù)研究參與者都有這種錯覺，至少在價格方面是這樣的：他們認為評論者們是因為產(chǎn)品價格過高才給的差評，但事實恰恰相反。5.當一個銷售人員給我們推薦比較貴的安全座椅時，很多人都會認為這位銷售人員可能是為了拿提成才這么做的。ExercisesV.Discussion1.Onlinereviewscanimproveconsumerperceptionofshoppingsitesandproducts,attractconsumerscaringpotentially,andincreaseconsumerloyaltyandsenseofcommunitytothesite,whichallowsconsumerstomakebettershoppingdecisions.Asconsumers’guideinformation,anonymoustransmissionofonlinereviewsmakemoreconsumersarewillingtoprovidetheirownreal-lifeexperience,evenifitisanegativeone.ExercisesV.Discussion2.Negativereviewscanhaveadetrimentaleffectonyouronlinebusinessinseveralways.Firstly,negativereviewsmaydamagethebrandreputation:Anegativereviewcanquicklytarnishthebrand’simage,makingitchallengingtorecover.Researchhasshownthatevenaone-stardecreaseinratingcanresultina5-9%declineinrevenue.Secondly,negativereviewswilldeterpotentialcustomers,inthatonlineshoppersoftenreadreviewsbeforemakingapurchase,andanegativereviewcandirectlyinfluencetheirdecision.Thirdly,negativereviewsaffectsearchenginerankingsofacertainproduct:Searchenginesconsiderreviewswhendeterminingwebsiteranking.Ahighnumberofnegativereviewscanleadtolowersearchenginerankingsandreducedvisibility.ExercisesV.Discussion3.Inordertobuildtrustwithconsumers,onlinebusinessesshouldmakesucheffortsasfollows.Firstly,onlineshoppersareoftenconcernedaboutthesecurityoftheirpersonalinformation.Offeringidentitytheftprotectionenablesbusinessestoreassurecustomersandreducethelikelihoodofnegativereviewsstemmingfromsecurityconcerns.Secondly,Ensuringcustomersthattheirpurchasesareprotectedcangoalongwayinbuildingtrust.Ifaproblemariseswithapurchase,aguaranteecanhelpresolvetheissuewithminimaltimeandeffortonyourpart,preventingnegativereviewsfromfrustratedcustomers.Thirdly,pricingisacriticalfactorinthedecision-makingprocessformanycustomers.Byofferingalowestpriceguarantee,businessescanpreventnegativereviewsrelatedtopricingdiscrepanciesanddemonstratetheircommitmenttoprovidingvalue.TheReturnofCraftsmanshipinChinaTextBWordsandExpressionsbenchmarkn.alevelofqualitythatcanbeusedasastandardwhencomparingotherthings衡量基準(CET-6;TEM-8)Heroutstandingperformancessetanewbenchmarkforsingersthroughouttheworld.WordsandExpressionsmantran.aword,phraseorsoundthatisrepeatedagainandagain,especiallyduringprayerormeditation咒語；頌歌“Thinkglobal,actlocal”isapowerfulmantraforthe21stcentury.WordsandExpressionscustom-tailoredadj.madeorchangedaccordingtothebuyer’soruser’s

needs客戶定制的Pavlowaswearingcustom-tailoredsuits,tooling

aroundinlimosandflyingtotheCaymansregularly.WordsandExpressionsboostv.toincreaseorimprovesomething增強，促進(CET-4;TEM-8)ThecompanyislookingforwaystoboostsalesinAsia,itsbiggestmarket.WordsandExpressionssovereigntyn.thepowerofacountrytocontrolitsowngovernment主權(quán)，最高統(tǒng)治權(quán)(CET-6;TEM-4)Talksarebeingheldaboutwhoshouldhavesovereigntyovertheisland.WordsandExpressionsadvocacyn.publicsupportforanidea,plan,orwayofdoingsomething倡議

(TEM-8)Wejoinedaclubthatpromotescyclingforfunandfitnessthroughadvocacyandeducation.WordsandExpressionsvigor

n.physicalormentalenergyandenthusiasm活力(TEM-4)Theywenttoworkwithyouthfulvigorandenthusiasm.WordsandExpressionsinitiativen.anewplanorprocesstoachievesomethingorsolveaproblem倡議

(CET-4;TEM-4)TheUNcalledonallpartiesintheconflicttotakeapositivestancetowardsthenewpeaceinitiative.WordsandExpressionsbolstervt.tosupportorimprovesomethingormakeitstronger增強，鞏固(CET-6)Moremoneyisneededtobolstertheindustry.WordsandExpressionsrenaissance

n.anewgrowthofactivityorinterestinsomething,especiallyart,literature,ormusic復興

(CET-6;TEM-4)Thestrategyactuallypreferreddependsontheparticipants’attitudestowardtheprospectsofafreshstartandthechancesoftheoldparadigm’srenaissance.WordsandExpressionscapturevt.totakesomeoneasaprisoner,ortotakesomethingintoyourpossession,especiallybyforce俘獲，捕獲；奪取，占領(lǐng)(CET-4;TEM-4)ThepopularmeaningofValentine’sDaycontinuestocaptureheartsaroundtheworld,evenifnotalwaysonFebruary14th.WordsandExpressionscarteblanchen.completefreedomtodosomething全權(quán)Alawpassedin1991gavethepresidentcarteblancheintheappointmentofthecommander-in-chiefandtheremovaloftopofficers.WordsandExpressionssavoir-fairen.theconfidenceandabilitytodotheappropriatethinginasocialsituation機敏Youneedbothcapitalandsavoir-fairetobeasuccessfulentrepreneur.WordsandExpressionsdeciphervt.todiscoverthemeaningofsomethingwrittenbadlyorinadifficultorhiddenway破譯，辨認(TEM-8)Itisjustafactthatthingswritteninanon-standardformoflanguagearedifficulttodecipher,eveniftheyarephoneticallycorrect.WordsandExpressionselusiveadj.difficulttodescribe,find,achieve,orremember難以理解的，難以記住的；難以發(fā)現(xiàn)的(CET-6;TEM-8)Philosophicalargumentsaddressoneofthemostfundamentalyetelusivequestionsfacingbe_x0002_havioralscientists,namely,whatconstitutesadisorder?WordsandExpressionsbonafideadj.genuineorreal真正的；真誠的(TEM-8)Theinternationalcommunityhadanobligationtoseparatethemfrombonafiderefugees.WordsandExpressionsostentatiousadj.tooobviouslyshowingyourmoney,possessions,orpower,inanattempttomakeotherpeoplenoticeandadmireyou招搖的；夸耀的(TEM-8)Theycriticizedtheostentatiouslifestyleoftheirleaders.WordsandExpressionsmillennialn.relatingtoamillenniumortotheyear2000一千年的，千禧年的Anewbatchofyoungwomenmembersoftheso-calledMillennialgenerationhasbeenenteringtheworkforceforthepastdecade.WordsandExpressionsplastervt.tocoverasurfaceoranobjectwithsomethingcompletelyorthickly到處張貼(CET-6;TEM-8)Shehasplasteredherbedroomwallswithpostersofpopsingers.WordsandExpressionsnuancen.asmalldifferenceinsound,feeling,appearance,ormeaning細微差別(CET-6;TEM-8)Actorshavetostudythenuancesoffacialexpressiontoshowthewholerangeofemotions.WordsandExpressionslegionn.alargegroupofsoldierswhoformonesectionofanarmy軍團(TEM-4)Caesar’slegionsmarchedthroughFranceandcrossedintoBritain.StructuralAnalysisPara.MainTopicsPara.1Thehistoricalandeconomicreasonsforthechangingmeaningsof“MadeinChina”.Para.2-4Favorablepolicyandenvironmentforboostingthe“craftsmanshipspirit”.Para.5-6ChallengesandproblemsofChineseluxurygoodsmakers.Para.7-11ExamplesofsomesuccessfulChineseluxurybrands.Para.12-14Theadvantagesofhomegrownluxurybrands.NotesonTextB1.Meanwhile,TheHongKong-basedluxuryfashionhouseShanghaiTangisdecipheringtheelusivecodeoftheChineseculturalheritagethroughtheuseoftheir“Metiersd’Art.”與此同時，總部位于香港的奢侈時尚品牌上海灘正在通過他們的“手工藝”破譯中國文化遺產(chǎn)中難以捉摸的密碼。NotesonTextB2.Infact,it’seasierforhomegrownluxuryplayerstobuildintuitivelyfromtheirownlocalculturethanitisforinternationalplayerstowalkatightropeofsorts:desperatelytryingtodistinguishtheirbrandinacrowdedmarketplacewhileappealingto—andnotoffending—localconsumers.事實上，本土奢侈品公司更容易憑直覺從本土文化中打造自己的品牌，而跨國公司在擁擠的市場中拼命地讓自己的品牌脫穎而出，就像走鋼絲，步步驚心，還要吸引，而不是冒犯本土消費者。DiscussionHowhasthemeaningof“MadeinChina”beenchanging?ExercisesI.Discussion

Thephrase“MadeinChina”,promulgatedthroughthesmallwhitestickersslappedonalmosteveryimaginableproduct,hasbeencontinuouslydefinedandredefined.Forpeoplelookingatconsumergoodswiththelabel“MadeinChina,”theymightassociateitwithlargefactory-plantsutilizingcheap,exploitablelabor,quicklychurningoutthousandsofmass-marketproducts.Inotherwords,theterm“MadeinChina”hassomehowbecomesynonymouswith“poorquality.”ExercisesI.DiscussionSince2015,theChinesegovernmenthasbeentryingtoreinventthistermwiththeir“MadeinChina2025”Campaign,whichisfocusedondevelopingChina’sdomestictechnologicalindustries,includingaerospaceandbiotechnology.Chinaisrapidlytakingalargermarketshareoftheworld’sbiggesttechcompanies,