管理英语UNIT

管理英语English for management Unit 5 Unit Objectives1.Students can fully understand the main ideas of the two reading passages about marketing management, successfully answer the comprehension questions, and independently finish the language exercises.2.Students can identify the major elements of a bill of exchange and write a bill of exchange using the common sentence structures learned from the samples.3.Students can understand conversations about technology transfer and technical cooperation.4.Students can use recommended expressions to talk about technology transfer and technical cooperation.5.Students can use the materials in this unit and those from other resources to accomplish in groups the field work project on marketing management and then present the work in class.Materials and/or Equipment Needed1. English for Management2. Overhead projector3. ComputerUnit ArrangementPeriods 1-3: Reading APeriods 4: Reading BPeriods 5-6: Simulated WritingPeriods 7-8: Listening and SpeakingNew words and expressions 1. convince knvins vt. 说服, 使.相信 =make (someone) agree, understand, or realize the truth or validity of somethingHe convinced me of his sincerity. 他使我确信他的真诚.2. crucial kru:l adj. 关键的, 决定性的 =of extreme importance; vital to the resolution of a crisis Negotiations were at a crucial stage. 谈判正处于一个关键的阶段3. entrepreneur .ntrprn: n. 企业家 =someone who organizes a business venture and assumes the risk for itOne, especially an entrepreneur, which undertakes a task or job. 承担者; 企业家承担任务或工作的人, 尤指企业家4. impulse impls n. 冲动, 驱动力, 倾向, 心血来潮vt. 推动 =a sudden desire He bought the house on an impulse. 他凭一时冲动买下了这所房子。5. marketing m:kiti n. 行销, 市场营销 =the exchange of goods for an agreed sum of money Ultimately, the success of the product depends on the good marketing. 最终, 产品的成功还是取决于高明的销售手段6. norm n:m n. 标准, 规范=a standard or model or pattern regarded as typical Criminal behaviors seem to be the norm in this neighborhood. 犯罪行为似乎是这一带的正常现象。7. package pkid n. 包裹, 整批交易vt. 把.打包, 把.进行推销 =a collection of things wrapped or boxed together He sent me a package by post. 他邮寄给我一个包裹。8. presence prezns n. 出席, 在场者 =the state of being present; current existence She was so quiet that her presence was hardly noticed. 她那么安静, 几乎没有人注意到她在这里。9. profitability .prfitbiliti n. 收益性, 利益率 =the quality of affording gain or benefit or profitThe new managers job is to restore the company to profitability. 新经理的工作是让这家公司能恢复盈利状况。10. profitable prfitbl adj. 有益的, 有用的 =promoting benefit or gain Exercise is profitable in all ages. 运动对于各年龄段都很有利。11. retailer ri:teil n. 零售商(店) =a merchant who sells goods at retail; retail merchant The retailer has to absorb the cost of wastage. 零售商须承受耗损的费用.12. retain ritein vt. 保持, 保留; 记住 =hold within; secure and keep for possible future use or application Her memory retains everything she reads. 她过目不忘。13. segment segmnt n.部份, 瓣 , 弓形 =one of several parts or pieces that fit with others to constitute a whole object The company dominates this segment of the market. 这家公司控制了这一部分市场。14. site saitvt. 使.位于n. 位置, 现场 =assign a location to; the piece of land on which something is located (or is to be located)Is it safe to site the power station here? 在这建造发电厂安全吗？Rescue workers rushed to the site of the plane crash. 抢救人员冲向飞机坠毁的现场。15. tailor teil n. 裁缝师, 成衣匠vt. 缝制, 适应, 试穿, 修改vi. 做裁缝 =make fit for a specific purpose We can tailor the insurance policy according to your special needs. 我们可以根据你的特殊需要设计保险单。16. vary vri vt. 改变, 使多样化vi. 变化, 违背 =change, alter She varied her dress as fashion changes. 她的衣着随着潮流而变化。The size of the apples varied. 那些苹果大小不同。17. vice versa vaisi v:s adv. 反过来也是一样地 =with the order reversedWe should take into account the proposals of our parents and vice versa. 我们应该考虑父母的建议, 反之亦然。18. volume vlju:m; (US) -jm n. 体积, 容量, 音量n. 卷, 册=a relative amount; a publication that is one of a set of several similar publications The volume of this container is 20 cubic meters. 这个集装箱的体积是20立方米。19. wholesaler hulseil n. 批发商 = someone who buys large quantities of goods and resells to merchants rather than to the ultimate customers As you know, we are a well-established firm in the line of textiles, and we enjoy good relations with all the wholesalers, chain stores and distributors in Canada. 你知道, 我公司在纺织业有良好的信誉, 跟加拿大所有的批发商、连锁商店和分销商都保持很好的关系。20. go out of ones way to do特地, 不怕麻烦地21. keep up with v. 跟上.22. try out traiaut 试验 = put to the test, as for its quality, or give experimental use to Please try out red wine. 请试试我们的红葡萄酒。23. revenue revinju: n. 总收入; 财政收入, 税收n. 税务局 = the entire amount of income before any deductions are made The governments revenue is made up chiefly of the money we pay in taxes. 政府的收入主要来源是靠我们所交的税。 24. initiative n. 第一步, 首创精神; 主动权 = the first of a series of actions It is hoped that the governments initiative will bring the strike to an end. 希望政府采取的主动措施可以结束罢工。25. optimize ptimaiz vt. 乐观对待, 使.完善 = make optimal; get the most out of; use best 26. boost bu:st vt. 推进, 提高 = increase The publication of this boost my confidence. 这本书的出版增强了我的信心。27. blueprint blu:print n. 蓝图, 设计图, (周详的)计划v. 制成蓝图, 计划 = something intended as a guide for making something else; make a blueprint of He hunted through the files till he found the blueprint. 他把档案翻了一遍, 最后才找到图纸。28. considerate knsidrit adj. 考虑周到的, 体谅的 = showing concern for the rights and feelings of others It is considerate of you to call on your relatives from time to time. 你时时拜望亲戚很周到啊。You are so considerate. 你真有心。29. expertise .ekspti:z n. 专家的意见, 专门技术 = skillfulness by virtue of possessing special knowledge But the areas of our mutual cooperation continue to expand. We have already agreed to cooperate more closely in trade, technology, investment, and exchanges of scientific and managerial expertise. 但是我们彼此合作的领域还在不断增加。我们已经商定在贸易、技术、投资以及科学与管理专门知识的交流等方面更密切地合作。30. graph gr:f n. 图表, 曲线图 = a visual representation of the relations between certain quantities plotted with reference to a set of axes The graph flattens out gradually after a steep fall. 图表上的曲线突降之後逐渐趋於平稳.31. penalize pi:nlaiz v. 处刑, 宣告有罪, 使不利 = impose a penalty on; inflict punishment on People who drive when they are drunk should be heavily penalized. 对酒醉开车者应予重罚.32. tag tg n. 标签, 附属物= a label made of cardboard or plastic or metal Did you see the price tag of the dresses? 你看到这些衣服的价格标签了吗？33. technician tekni()n n. 技术员, 技师 = someone whose occupation involves training in a specific technical process They need one laboratory technician. 他们需要一名实验室技术员。34. upgrade pgreid vt. 提高, 加强, 改善to improve what was old or outdated She was upgraded to (the post of) sales director. 她已提升为销售部主任.35. violation .vailein n. 违反, 违背, 妨碍 = an act that disregards an agreement or a right A suit to recover damages for violation of such a contract. 契约诉讼对违背这种合同要求赔偿损害The drunken driver was brought to the police station for violation of traffic regulations. 这个喝醉了的司机因违反交通规则而被带进了警察局。36. technological know-how技术知识=technical knowledge 37. technology transfer技术转让Id like to know the possibility of technology transfer from you. 我想知道能否从贵公司获得技术转让。38. industrial property工业财产; 工业特性39. (initial )down payment (分期付款中的)头期款;预付定金= a partial payment made at the time of purchase; the balance to be paid later Ill be broken after making the down payment. 付了头款, 我就一文不名了。40. product design产品设计41. confidentiality clause 保密条款Reading A Marketing 市场营销To succeed, entrepreneurs must attract and retain a growing base of satisfied customers. 为获得成功，企业家必须吸引并留住越来越多的客户。【重点讲解：retain: v. (rather formal) to keep possession of e.g. She tried to retain her self-control. His business has been taken over by a big corporation, but he still retains some control over it.】Marketing programs, though widely varied, are all aimed at convincing people to try out or keep using particular products or services. 尽管市场营销项目千差万别，但目的都是在于说服人们尝试或继续使用某些特定的产品或服务。Generally speaking, marketing is based on the importance of customers to a business and works primarily on two important principles: 总的来说，市场营销立足于客户对企业的重要性，主要遵循两个重要原则：1. All company policies and activities should be directed toward satisfying customer needs. 公司所有的政策和活动都应致力于满足客户需求；2. Profitable sales volume is more important than maximum sales volume. 同最大销售量相比，营利性销售量更加重要。Successful marketing requires timely and relevant market information, which is usually obtained through market research efforts. 成功的市场营销需要及时的相关市场咨询，而这些信息一般通过市场研究来获得。An inexpensive research program, based on questionnaires given to current or prospective customers, can often uncover dissatisfaction or possible new products or services. 一个基于对现有及预期客户问卷调查的研究项目花费不多，却常常能揭示客户的不满以及提供新产品和服务的可能性。Market research will also identify trends that affect sales and profitability. 市场研究还可以发现对销售和盈利产生影响的趋势。Population shifts, legal developments, and the local economic situation should be monitored to quickly identify problems and opportunities. 应密切关注人口变动、法律发展和当地经济环境以便迅速发现问题和机遇。Meanwhile, it is also very important to keep up with competitors market strategies and when necessary, make adjustments to ones own. 此外，及时跟踪竞争对手的市场策略并在必要时调整自身策略，也很重要。【重点讲解：keep up with: to remain levele.g. I had to run to keep up with the boys. I cant keep up with these changes in fashion.】Business owners should carefully plan their marketing strategies and performance to keep their market presence strong. 企业主应精心规划市场营销策略和实施过程，以保持稳固的市场地位。 A marketing strategy identifies customer groups which a particular business can better serve than its target competitors, and tailors product offerings, prices, distribution, promotional efforts, and services toward those market segments. 市场营销策略应首先确定一个企业的客户群体，对于这些群体它能比竞争对手提供更好的服务；然后再根据这些细分的市场定制产品、价格、配送、促销和服务。Ideally, the strategy should address unmet customer needs that offer adequate potential profitability. 在理想的情况下，营销策略应针对客户那些没有被满足却蕴藏大量潜在盈利机会的需求。A good strategy helps a business focus on the target markets it can serve best. 好的营销策略有助于将精力放在其最擅长的目标市场上。Every marketing program contains four key components: products and services, promotion, pricing and distribution. 所有市场营销项目都包含四个重要组成部分：产品和服务、促销、定价以及配送。Product strategies may include concentrating on a narrow product line, developing a highly specialized product or service, or providing a high-quality service package.产品策略可以包括专注于种类不多的产品，开发高度专业化产品或服务，或者提供高质量的服务包。 Promotion strategies deal with advertising and direct customer interaction. 促销策略涉及广告宣传及直接与客户进行的互动。Good salesmanship is essential for small businesses because of their limited ability to spend on advertising. 由于小型企业能用于广告的花费有限，良好的推销就显得至关重要。Direct mail is also an effective, low-cost medium available to small businesses. 直邮方式也是小型企业可采纳的一种廉价、有效的手段。The right price is crucial for maximizing total revenue. 合理的价格对于获取最大总收入极为关键。【重点讲解：revenue: n. income, esp. that which the government receives as tax e.g. The government was short of money because of falling oil revenues.】Generally, higher prices mean lower volume and vice versa; however, small businesses can often command higher prices because of their personalized service. 一般来说，较高的俄价格意味着较低的销售量，反之亦然；不过小型企业常常由于其个性化服务而能博取较高的价格。【重点讲解：vice versa: ad. in the opposite way from that just statede.g. When she wants to go out, he wants to stay in, and vice versa.】The manufacturer and wholesaler must decide how to distribute their products as well. 从事生产和批发的企业还需决定如何配送其产品。Working through established distributors or agents generally is easiest for manufacturers. 对于生产商而言，通常最容易的方法就是通过现有的分销商或代理商进行配送。Retailers should consider cost and traffic flow in site selection: a low cost, low-traffic location means spending more on advertising to build traffic. 零售商在选址时应充分考虑成本与客流量：低成本、客流量小的地点意味着可以投入更过的广告费用来增加客流量。The nature of the product or service is also important in siting decisions. 产品或服务的性质对于选址决策也极为重要。If purchases are based largely on impulse, then high traffic and visibility are critical. 如果购买行为主要来自一时的冲动，那么大客流量和高可见度便是关键。On the other hand, location is less a concern for products or services that customers are willing to go out of their way to find. 另一方面，对于顾客愿意费力寻找的产品或服务，地点则不是考虑的重点。The recent availability of highly segmented mailing lists, purchased from list brokers, magazines, or other companies, has enabled certain small businesses to operate from any location yet serve national or international markets. 近来，由于可以直接从名单经纪人、杂志或其他公司那里购买到经过高度市场细分的发送名单，小型企业便能够在任何地点为全国乃至世界范围的俄市场提供服务。After implementing a marketing program, entrepreneurs must evaluate its performance by comparing its actual results with preset performance standards. 市场营销项目实施后，企业家必须对其做出评估，将实际效果与预定标准进行对照。【重点讲解：implement: vt. to carry out or put into practicee.g. The committees suggestions will be implemented immediately.】These standards can be developed through researching industry norms and past performance. 这些标准可以通过研究业界标准和过去的实施案例来制定。To make sure business is running healthily on track, entrepreneurs should audit their companys performance at least quarterly each year. 为确保企业在健康的轨道上运行，企业家应至少每季度对公司的运作进行一次审查。Post-reading activitiesDirect marketing-直接营销Retail sales 零售Electronic shopping 电子购物Traffic congestion- 交通拥挤Telemarketing-电话营销Chain stores-连锁商店Toll-free phone-免费电话Information superhighway-信息高速公路At-home shopping-家庭购物Electronic commerce-电子商务Charitable institutions-慈善机构Credit card- 信用卡Reading B Advertising is any announcement or persuasive message placed in the mass media, serving a number of functions. Below is a Custormerization Ad. Read it carefully, trying to figure out the purpose of each paragraph. A Customerization AdUNISYS We make it happen 优利系统公司帮您实现心中梦想You have a reservoir of information How much is reaching your customer and how fast? 您拥有的丰富信息有多少能传递给您的客户？能有多快？If your customer only knew you offer a product he wants. 要是您的客户知道您能提供他所需要的产品该多好；If your customer only knew you offer a service she needs. 要是您的客户知道您能提供他需要的服务该多好；If your customer only knew what you know. 要是您的客户能获得您所知道的信息高多好。Act fast. 赶快行动吧！Because what your customer doesnt know leaves revenue-generating potential untapped. 因为您的客户所未知的正是有待您开启的财富之门。Thats why Unisys has developed a powerful new initiative to help give business the advanced customer service crucial in an increasingly competitive environment CUSTOMERIZE. 为此，优利系统公司推出积极有效地俄新理念，帮助企业在竞争日益激烈的环境中提供更前卫的客户服务“客户服务信息化”。Unisys can help CUSTOMERIZE Your enterprise by extending information technology out to the field locations, where a customer decides to do business with you or not. 优利系统公司把帮助您将企业客户服务信息化，把信息技术延伸到业务实地正是在这里客户决定是否与您做生意。And where your single most important influence over that decision may be information. 在此，最能影响客户决定的因素或许就是信息。When the flow of information is comprehensive, you optimize customer satisfaction and increase sales content. 全方位信息流通可以最大程度地提高客户的满意程度和推销量。With a timely flow of information, you not only boost the speed of transactions but also sharpen your competitive edge. 及时的信息流通不仅