体验商务英语课后答案unit2.doc

Unit 2 BrandsPart I Business VocabularyDirections: There are 20 incomplete sentences in this part. For each sentence there are four choices marked A, B, C and D. Choose the ONE that best completes the sentence. Then mark the corresponding letter on the Answer Sheet with a single line through the center. This part totals 20 points, one point for each sentence.1 A brand can be a name, a term or a symbol. It is used to _C_ a product from competitors products.A differ B compete C differentiate D compare2 Brands should add value to products. Its a _B_ effect whereby one plus one equals three.A energy B synergy C coordination D collaboration3 The better-known the brand name, the more people want to _D_ it _.A copyoff B sendoff C breakoff D ripoff4 In the past Calvin Klein took a relatively passive _A_ to the counterfeit problem.A approach B method C way D mode5 But as sales and brand _B_ have risen, Calvin Klein has become an increasingly popular target for Asian and European counterfeiters.A image B awareness C management D loyalty6 Im worried about the sales of the range of fragrances we _D_ two years ago.A sold B mounted C impounded D launched7 The advert stated jokingly that 7 million points were needed for someone to _B_ the jet.A declare B claim C announce D specify8 A business student, John Leonard, intends to take Pepsi Cola to_B_ regarding the promotion because he thinks they should give him the prize.A home B police C school D office9 Customers have become less loyal to brands and are more willing to _D_ to lower-priced coffee products. A trade in B trade for C trade up D trade down10 It is _C_ as an exclusive ground coffee for gourmets.A produced B made C promoted D sold11 Thank you for the _A_ order of February 2 for 28,800 raincoats.A captioned B captioning C to caption D caption12 Your order will be ready for shipment by February 28 and be packed _C_ seaworthy containers.A by B through C in D within13 Our raincoats are now packed in a polythene bag each and then in a cardboard box, 12 dozen _D_ a carton, A in B at C by D to14 Each carton is _C_ with a polythene sheet and secured by overall strapping. A lining B line C lined D to line15 In addition, the packing is light _B_ weight and therefore easy to handle.A to B in C at D for16 Since a polythene bag is used for each raincoat, it is attractive and _A_ for window display. A all ready B already C all readiness D readiness17 _B_ regard to packing in cartons for your order, we would like to give you our comments as follows.A As B With C For D At18 Cartons lined with plastic sheets can be well protected _A_ moisture, for they can be secured by overall strapping.A against B for C by D through19 Since the trace of pilferage is _C_ more evident, it is easier to file a claim against the insurance company.A many B lot C much D fewer20 Therefore, cartons are convenient _B_ handle and quite suitable for ocean transportation. A for B to C by D in Part II Phrase TranslationDirections: Directions: There are 20 Chinese phrases in this part. You are required to translate them into English and write down your translation on the Answer Sheet. This part totals 20 points, one point for each phrase.1 国际品牌 international brand2 民族品牌 national brand3 品牌商品 branded goods4 品牌管理 brand management5 高档品牌 upmarket brand6 经典品牌 classic brand7 品牌知名度 brand awareness8 品牌形象 brand image9 品牌忠实 brand loyalty10 品牌延伸 brand stretching11 物有所值 cost-effective12 公司战略corporate strategy13 许可权利licensing right14 时装设计师 fashion designer15 快餐公司 fast food company16 广告宣传活动 advertising campaign17 研磨咖啡 ground coffee18 市场份额 market share19 消费者调查consumer survey20 细分市场 market segment Part III Sentence TranslationDirections: There are 10 sentences in this part. You are required to translate them into Chinese and write down your translation on the Answer Sheet. This part totals 20 points, two points for each sentence.1. The aim of the advertising campaign is to enhance brand awareness so that consumers become more familiar with our coffee products.广告宣传活动的目的在于提高品牌知名度，使得消费者更了解我们的咖啡。2. Volvos brand image is that of a well-engineered, upmarket, safe car.沃尔沃汽车的品牌形象是其设计完美，工艺精良，质高价优，安全可靠3. A brand can be a name, a term or a symbol. It is used to differentiate a product from competitors products.品牌可以是一个名字，一个术语或者一个符号，用来区别你和你竞争对手的商品。4. Brands should add value to products. Its a synergy effect whereby one plus one equals three.品牌应该为商品增加价值。这是个合成效应从而相当于一加一等于三。5. In the past Calvin Klein took a relatively passive approach to the counterfeit problem.以前CK采取了对造假问题相对被动的态度。6. But as sales and brand awareness have risen, Calvin Klein has become an increasingly popular target for Asian and European counterfeiters.但是随着CK的销售量和品牌知名度的提升，它已经成为了欧亚造假者们越来越青睐的造假目标。7. Customers have become less loyal to brands and are more willing to trade down to lower-priced coffee products.消费者越来越对品牌缺乏忠诚度，反而更愿意购买廉价的咖啡。8. Youd be amazed at how many people pay $5 for a T-shirt without realizing its counterfeit.你会惊奇有多少人花五美元买一件t恤衫而没有意识到这是假货。9. You are a self-employed young fashion designer at the start of your career.在事业刚刚起步的时候你是一个年轻的自由职业的时尚设计师 10. Consumer surveys show that the Caferoma brand no longer convey a feeling of excitement and enthusiasm, and that it does not give the impression of being up-to-date and contemporary.消费者调查显示Caferoma 的牌子已经不能传达兴奋和热情的感觉，不仅如此它反而让人觉得过气和跟不上时代。Part IV Sentence TranslationDirections: There are five sentences in this part. You are required to translate them into English and write down your translation on the Answer Sheet. This part totals 20 points, four points for each sentence.1 请报我方100公吨大米的最低价CIF广州，并表明最早交货期。 Please make us your lowest quotation CIF Guangzhou for 100 metric tons of rice, stating the earliest date of shipment.2 我们相信如你方价格有竞争力，我们能向你方大量订购。 We believe if your price is competitive, we can place a large order with you.3 若产品质量好，价格与我方市场相符，我们愿意向你方订一大笔货。 If your quality is good and the price is in line with our end , we are willing to place a large order with you.4 目前，我们对各种葡萄酒感兴趣，如果能通过航空邮寄最近的价目表，我们将非常感激。Now we are interesting at all kinds of wine and shall be glad if you send your latest price list by airmail.5 按惯例，我们通常从欧洲供应商处得到5%的佣金。 As usual, we usually get a 5% commission from European suppliers.Part V Letter TranslationDirections: There is one letter in this part. You are required to translate it into English and write down your translation on the Answer Sheet. This part totals 20 points.敬启者：5月5日来信收悉，要求我们报中国红茶的成本加运费至悉尼价。兹答复，我方现报500箱中国红茶，每箱60澳元CFR悉尼价，2004年7月装船。付款方式为不可撤即期信用证支付。此报盘以你方5月15日前复到为有效。请注意我们的报价非常有竞争力，我们建议你方立即接受。谨上Dear Sirs:We have received your letter on 5th May, requiring us to offer Chinese Black Tea CIF Sydney. In reply, we are offering you for 500 cases of Chinese Black Tea at AUD 60 per case CIF Sydney for shipment to be made in July 2004. The payment should be made by irrevocable letter of credit at sight. This offer is valid subject to your reply here by 15th May. Please note that our offer is very competitive and we would advise you to accept it without delay. Yours SincerelyPart VI Business WritingDirections: For this part, you are required to write on the Answer Sheet a memo in the full correct format based on the i