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大学电子商务英语教程-张海波-课件PPT,大学,电子商务,英语,教程,张海波,课件,ppt
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Unit 9Objective8 Notes To Passage A Activities On Passage A Basic E-commerce Writing& Related ReadingUnit 98 Notes To Passage B Activities On Passage B: Work online 5Unit 9 Objective: In this unit, you will learn: C The importance of advertising and brand building in the Web C How to improve communication with customers on the internet C The approaches to promoting sales on Web C Basic E-commerce English Writing Focus: Techniques for promoting sales Nodus: Using Webs to manage relationships with customers 学 习 目 标1) Michelin launched an electronic commerce initiative in 1995 called BIB NET (after the companys famous “Michelin Man” mascot, whose name is Bibendum). Passage AMichelin于1995年创建了一个电子商务网站，名为BIB NET，（是以该公司著名的吉祥物“Michelin Man”命名的，其名为Bibendum）。 4注解：launch an initiative的意思是“开始做某事”； called BIB NET是过去分词短语，修饰initiative; after是named after的缩略表达法，意思是“以命名”。 whose name is Bibendum是非限制性定语从句，补充说明 “Michelin Man”。 2) BIB NET was an extranet that allowed tire dealers to access tire specifications, inventory status, and promotional information about Michelin products through a simple-to-use Web browser interface. BIB NET原本是一个企业外联网，它能让轮胎经销商通过一个简易的网络浏览器界面就可以获取轮胎的规格、库存状况，以及有关Michelin产品的促销信息。 4注解：that引导的定语从句修饰先行词extranet； through a simple-to-use Web browser interface是介词短语充当方式状语修饰动词access。 在BIB NET 出现之前，打电话要求向Michelin公司提供产品信息的经销商有时要在电话里长时间等待。 4注解：calling Michelin for product information是现在分词短语，用作定语修饰dealers；短语call sb.for sth. 意为：给某人打电话索取（要求提供）某物；be placed on hold相当于be kept talking on the phone, 意思是“被动地处于电话通话状态”。 3) Before BIB NET, dealers calling Michelin for product information were sometimes placed on hold. End与客户进行电话交谈的经销商往往会浪费不起这种长时间通话。 4注解：cannot afford 的意思是“付不起、经不起，浪费不起”；不定式to wait on hold充当动词afford的宾语，意思是“等待通话”。 4) A dealer who is talking to a customer cannot afford to wait on hold. Activities On Passage A1) What do customers usually do when they want to replace tires for their vehicles? 9.3.1 Critical thinking2) What is the purpose of Michelins advertising? 3) Who did Michelin direct its electronic commerce initiative at? 4) How can tire dealers get information about Michelin products on BIB NET? 5) Why can Internet technologies help enhancing the creation of a satisfactory supply chain? Activities On Passage A Give the Chinese equivalents of the following words or expressions: 9.3.2 Translation practice1) advertising 2) competitor 3) access information 4) Web browser interface 5) purchasing manager6) launch an initiative 7) specification 8) simple-to-use 9) maintain a Web page 10)supplier广告 竞争对手 获取信息 网络浏览器界面 采购经理 创建网站规格 简易的 维护网页 供应商 Activities On Passage A Give the English equivalents of the following words or expressions: 9.3.2 Translation practice1) 备受尊重的品牌2) 树立品牌3) 最终用户4) 企业外联网5) 供应链6) 推荐7) 经销商8) 库存状况9) 在线等待10) 交际 a highly respected brand name brand building ultimate consumers extranet supply chain recommendation dealer inventory status to wait on hold communication Activities On Passage A Sentence translation from English to Chinese: 9.3.2 Translation practice1) Michelin has a highly respected brand name and reputation in the tire business. 在轮胎行业，米其林是一个备受尊重、享有盛誉的品牌。 2) Michelin spends a great deal of money on direct advertising to its ultimate consumers.米其林耗巨资直接向最终消费者做广告。 3) The goal of this initiative was to sell more Michelin tires to consumers, but the initiative was directed at Michelins tire dealers, not the ultimate consumers.最初这种做法的目的是向消费者销售更多的轮胎，但这种做法只针对经销商，而非最终消费者。 Activities On Passage A9.3.2 Translation practice4) By giving dealers the power to access Michelin information directly and immediately, Michelin saved money and gave dealers better service.通过赋予经销商即时而直接获得米其林信息的权力，米其林既减少开支又能给经销商提供更好的服务。 5) Because Internet technologies are tools that improve communications at a very low cost, they are ideal aids for enhancing the creation of a highly coordinated and effective supply chain.互联网技术是以低成本增进沟通的工具，非常有助于加强建立高度协调的、有效的供应链。 Activities On Passage A Sentence translation from Chinese to English 9.3.2 Translation practice1)这次促销活动志在提高产品的知名度。(be directed at) The sales promotion is directed at improving the reputation of the products. 2)销售人员努力向顾客推荐他们的新产品。(make recommendations) The salespersons tried to make recommendation of their new products to customers. 3)公司网站的建立使产品走向世界各国。(allowto) The building of the companys website allows their products to go to the world. Activities On Passage A9.3.2 Translation practice4)许多公司难以支付昂贵的电视广告费。 (afford; TV advertising) Many companies find it difficult to afford the expensive TV advertising. 5)我们终于说服了安妮放弃乘飞机而坐火车走。(convince ) We convinced Anne to go by train rather than plane. EndAccess To Market Segmentation 1) The Web enables companies to mix a variety of marketing strategies and give customers a choice about which approach they prefer. Passage B8 Notes To Passage B网络使公司能够融汇形形色色的营销策略，让顾客选择自己所喜欢的方式。4注解：about引导的介词短语用作定语，说明choice的内容。which approach是 谓语动词 prefer的宾语。 2) Market segmentation using geographic, demographic, and psychographic information can work as well on the Web as it does in the physical world. 利用地理学、人口统计学和心理学信息在网上进行的市场分割，其效果并不亚于在物理世界中进行的市场分割。 4注解：using geographic, demographic, and psychographic information是现在分词短语，作定语修饰market segmentation；as it does in the physical world是比较状语从句。 3) By understanding the nature of communication in the Web, companies can use it to identify and reach the largest possible number of qualified customers. . Passage B8 Notes To Passage B掌握了网上交际的特性，公司就可以利用这种特性去鉴别合符条件的顾客，然后尽可能多地去争取他们。 4注解：介词短语by understanding the nature of communication in the Web是方式状语，句中的代词it是指上文的the nature of communication in the Web。 4）Firms on the Web can use rational branding instead of the emotional branding techniques that work well in mass media advertising. 网上公司可使用理性品牌技巧，而无需使用那些在大众传媒宣传中效果不错的激情品牌技术。 4注解：mass media advertising是指在报纸、无线电和电视等大众传播工具上做广告。 Access To Market Segmentation 5) Most companies that launch electronic commerce initiatives already have advertising programs in place. Passage B8 Notes To Passage B大多数创建电子商务业务网站的公司都已将各种广告宣传活动计划准备就绪。 4注解：brand benefits意思是“品牌效益”；介词短语among brand owners是定语，修饰cooperative efforts。 EndAccess To Market Segmentation 9.6.1 Tell whether the following statements are (T) or false (F) 9.6 Activities Activities On Passage BFTTFT9.6.2 Match the English on the right with Chinese on the left9.6 Activities Activities On Passage BEndPayment 9.7.1 How to write a counter-offer letter? 支 付 Basic E-commerce WritingGenerally, buyers should open a letter of credit after they have signed a contract or confirmation with sellers. There are four basic payments for export shipment: (1) Remittance (including payment in advance and cash with order); (2) Open account; (3) Documentary credit (using letter of credit); (4) Documentary collection (documents against payment, D/P or documents against acceptance, D/A).9.7.1 A Sample of Payment 支付信 Basic E-commerce Writing20 May 2000Kee & Co., Ltd34 Regent StreetLondon, UKDear Sirs We would like to place an order for 500 Irena 262 electric typewriters at your price of US$300 each, CIF Lagos, for shipment during July/August.We would like to pay for this order by a 30-day L/C. This is a big order involving US$150,000 and, since we have only moderate cash reserves, tying up funds for three or four months would cause problems for us.We much appreciate the support you have given us in the past and would be most grateful if you could extend this favour to us. If you are agreeable, please send us your contract. On receipt, we will establish the relevant L/C immediately.Yours faithfullyTony SmithChief SellerPayment 支 付 How to Write a Credit Letter? Basic E-commerce WritingA well-written credit letter may improve your chances of getting your loan application approved. Here are some steps to follow to make your credit explanation have the strongest impact on our review of your credit history. The letter may be neatly hand written or typed.1 Introductory paragraphBegin the letter with a statement about the reason you are writing the letter. Possible suggestion would be, to explain or clearly the situations which existed during the timeframes reflected as having problems with some credit accounts.2 Body of the letterEach paragraph should state the dates listed on the credit report, creditors names, and WHY there were problems. Include copies of any proof you have to back up your explanation. i.e. I had an accident at work and was not able to work for 2 months. Include copies of medical bills, letter from an employer and or a doctor to verify time missed from work, etc. Explain how the problem is now over and how it shouldnt happen again. For example, Payment 支 付I saved up to 3 months cash as a reserve so that this wont happen again. Generally we want to see reasons that were beyond your control, unexpected, or one time problem that are now resolved and should not recur. Basic E-commerce Writing.3 ConclusionSummarize why you are a good credit risk. Why the loan should be approved. This is your opportunity to explain how you have improved your credit circumstances.Whats more, you must sign the letter. If you fax this to us, please mail the original as well. After that, you should send your letter or a rough draft copy of the letter and supporting documents into our office for review as soon as possible. Your agent or loan officer may suggest changes in your letter. Please keep a copy of it with you so you can make the changes quickly.Payment 支 付9.7.2 The Sample Letter of Credit (L/C) Basic E-commerce WritingTHE MOON BANKINTERNATIONAL OPERATIONS5 MOONLIGHT BLVD.,EXPORT-CITY AND POSTAL CODEEXPORT-COUNTRYOUR ADVICE NO. SBRE-777 BANK REF. NO. & DATE January 26, 2001 MB-5432 To: UVW Exports88 Prosperity Street East, Suite 707Export-City and Postal CodeDear Sirs, We have been requested by The Sun Bank, Sunlight City, Import-Country to advise that they have opened with us their irrevocable documentary credit number SB-87654 for account of DEF Imports, 7 Sunshine Street, Sunlight City, Import-Country in your favor for the amount of not exceeding Twenty Five Thousand U.S. Dollars (US$25,000.00) available by your draft(s) drawn on us at sight forfull invoice value accompanied by the following documents:Payment 支 付1. Signed commercial invoice in five (5) copies indicating the buyers Purchase Order No. DEF-101 dated January 10, 2001.2. Packing list in five (5) copies.3. Full set 3/3 clean on board ocean bill of lading, plus two (2) non-negotiable copies, issued to order of The Sun Bank, Sunlight City, Import-Country, notify the above accounted, marked freight Prepaid, dated latest March 19, 2001, and showing documentary credit number.4. Insurance policy in duplicate for 110% CIF value covering Institute Cargo Clauses (A), Institute War and Strike Clauses, evidencing that claims are payable in Import-Country.Covering: 100 Sets ABC Brand Pneumatic Tools, 1/2 drive, complete with hose and quick couplings, CIF Sunny PortShipment from Moonbeam Port, Export-Country to Sunny Port, Import-CountryPartial shipment prohibitedTransshipment prohibited Basic E-commerce WritingPayment 支 付Special conditions:1.All documents indicating the Import License No. IP/123456 dated January 18, 2001.2. All charges outside the Import-Country are on beneficiarys account.Documents must be presented for payment within 15 days after the date of shipment.Draft(s) drawn under this credit must be markedDrawn under documentary credit No. SB-87654 of The Sun Bank, Sunlight City, Import-Country, dated January 26, 2001 We confirm this credit and hereby undertake that all drafts drawn under and in conformity with the terms of this credit will be duly honored upon delivery of documents as specified, if presented at this office on or before March 26, 2001. Very truly yours,Authorized Signature Basic E-commerce Writing参考答案Payment 支 付 Basic E-commerce WritingDear Sir,Offer for your Follies 300 offset printing machinesWe have received your esteemed letter of February 24 on the captioned matter, we would like to make the following offer to purchase it.Our offer is accordingly $ 56，000 per set, our offer is so low that there will be no other firm that its in a position to make you a more favorable bid and deliver faultless workmanship. We propose paying one-half of this sum on your acceptance of our offer, and one-half one month after successful installation and running of the machine. If agreed, pls give us a prompt reply for our confirmation.Yours truly,Payment 支 付 Basic E-commerce Writing9.7.3 Useful Expressions( 1)The buyer has the right to cancel the contract unilaterally if the seller fails to ship the goods within the L/C validity. 如果卖方不能在信用证有效期内交货的话，买方有权单方面取消合同。( 2)If you could offer us easier payment terms, it would probably lead to an increase in business between our companies. We propose either cash against documents on arrival of goods, or drawing on us at three months sight. 如蒙贵公司惠允较宽松的付款方法，则可扩展双方业务。建议日后采用货到后凭单据支付现金的方法或由本公司开立见票第三个月付款的汇票交易。( 3)We have considered your proposal to pay by a 30-day letter of credit. We do not usually accept time credit. However, in view of our long and mutually beneficial relationship, we are willing to make an exception this time. 按所建议的以三十日有效期的信用证付款，本公司向无此例，但鉴于贵我双方长期互惠关系，乐意接受该建议完成交易。 Payment 支 付 Basic E-commerce Writing(4) We would like to pay for this order by a 30-day L/C. This is a big order involving US$150,000 and, since we have only moderate cash reserves, tying up funds for three or four months would cause problems for us. 这项交易款额高达150,000美元，本公司只是适量现金储备，占用资金三、四个月将造成麻烦，故建议以三十日有效期的信用证付款。(5) Since the prices of the raw materials have been raised, Im afraid that we have to adjust the prices of our products accordingly. 由于原材料价格上涨，我们不得不对产品的价格做相应的调整。(6) We enclose our bank cheque for US$1,520 in settlement of your invoice No.93. 随函寄去金额1520美金的银行支票，用以支付你方案93号发票的金额。Payment 支 付9.7.4 Writing Practice Translate the following sentences into English: Basic E-commerce WritingEnd参考答案Payment 支 付1)我们已经开出光票向你方索取这批货的价款。 Weve drawn a clean draft on you for the value of this sample shipment. 2)我们已经按照发票金额20，000美元向你方开出了汇票。 Weve drawn on you for payment of the invoice amounting to $20,000. 3)我们附上人民币200元的支票一张。 We enclose a cheque for RMB200. 4)我们不得不要求你方将装船期和信用证效期分别延长到九月三十日和十月十五日。 We have to request you to extend the date of shipment and the validity of the L/C to September 30 and October 15 respectively. 5)见不到货物装船单据，我们不付款。 Well not pay until shipping documents for the goods have reached us. An Increasingly Diverse American Workforce The American workforce is more diverse today than at any time in the past-but not nearly as diverse as it will be tomorrow.Cross-Cultural Communication& Related ReadingAccording to the landmark Workforce 2010 study, one out of every three new entrants into the U.S. labor pool between now and 2010 will be women. They are Africans, Americans, Latinos, Asians, Native Americans, and immigrant
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