世纪商务英语综合教程

,Products,世纪商务英语综合教程 III,返回,,Marketing,,A product is an offering capable of satisfying a need or a want, which is offered to a target market for attention, acquisition, use, or consumption. A product can be an object, service, activity, person, place, organization, or idea. Each product has its own benefits, styling, quality, brand name, and packaging that give it its own identity and distinguishing characteristics. An advertiser will primarily concentrate on promoting a products benefits, rather than its features. For example, the emphasis in an advertisement promoting a lipstick will be on the product benefit of beauty, with mention of its physical features, such as color and size. In other words, the ad will try to appeal to a womans desire to look beautiful and will promise the woman that wearing this lipstick will positively enhance her looks.,,Contents,,,Lead-in,Lead-in,Text A,Text B,Real Life Practice,Practical Writing,,,Lead-in,1 Listening,Listen to three dialogues carefully and figure out what they are talking about. Match each dialogue with the corresponding topic.,,Lead-in,Text A,Text B,Real Life Practice,Practical Writing,Dialogue 1A. ShippingDialogue 2B. Production processDialogue 3C. Packaging,1. B 2. C 3. A,,Lead-in,2 Blank Filling,,Lead-in,Text A,Text B,Real Life Practice,Practical Writing,Listen to the dialogues again and fill in the missing information.,Our raw materials and components are categorized and numbered by 1 . Our production is 2 and the sketch will be 3 .,Dialogue 1,The main production plan is based on 6 . Our assembly lines are all 7 and 8 .,Our assembly line can produce 4 parts every year, and we have 5 of this kind.,bar codes,_,pre-designed,_,improved,_,100,000,_,ten lines,_,prediction,_,productive,_,impressive,_,,Lead-in,2 Blank Filling,,Lead-in,Text A,Text B,Real Life Practice,Practical Writing,Listen to the dialogues again and fill in the missing information.,Dialogue 2,We can provide various ways of packing: 1 ,large packing, 2 and fiberboard packing. The sample is all padded and packed in 3 . The size of the outer packing is, 4 , 30cm wide and 5 .,The net weight of the sample is 6 , tare weight 1kg, and 7 11kg. We use 8 to reinforce the packing.,carton box,_,nude packing,_,50cm long,_,plastic straps,_,gross weight,_,10kg,_,wooden packing,_,18cm high,_,,Lead-in,2 Blank Filling,,Lead-in,Text A,Text B,Real Life Practice,Practical Writing,Listen to the dialogues again and fill in the missing information.,Dialogue 2,Cargo measuring less than forty cubic feet per ton is charged on a 1 and cargo measuring forty cubic feet or more per ton is charged on a 2 . Freight rates are 3 for liners. But for tramp steamers, freight rates can be 4 when commodities move in a large quantity.,Shipping companies always make 5 for heavy lifts and extra length. You can save a lot of money by using 6 .,Dialogue 3,weight basis,_,measurement basis,_,negotiated,_,fixed,_,the charter,_,extra charges,_,,Lead-in,3 Spot Dictation,Listen to the passage and fill in the missing information.,,Lead-in,Text A,Text B,Real Life Practice,Practical Writing,The IKEA business idea is to offer a wide range of home furnishings with good 1 at prices so low that as many people as possible will be able to 2 . And still have money left! Most of the time,3 home furnishings are created for a small part of the population the few who can afford them. From the beginning, IKEA has taken a different path. We have decided to 4 .,A Better Everyday Life,design and function,_,afford them,_,beautifully designed,_,side with the many,_,,Lead-in,3 Spot Dictation,,Lead-in,Text A,Text B,Real Life Practice,Practical Writing,A Better Everyday Life,That means 5 the home furnishing needs of people throughout the world. People with many different needs, tastes, dreams, aspirations. and wallets. People who want to improve their homes and 6 .,Its not difficult to manufacture expensive fine furniture. Just spend the money and let the customers pay. To manufacture beautiful, 7 furniture at low prices is not so easy. It requires a different approach. Finding 8 , scrimping and saving in every direction. Except on ideas.,simple solutions,_,durable,_,create better everyday lives,_,responding,_,,Lead-in,3 Spot Dictation,,Lead-in,Text A,Text B,Real Life Practice,Practical Writing,A Better Everyday Life,But we cant do it alone. Our business idea is based on a 9 . First, we do our part. Our designers work with manufacturers to find smart ways to make furniture using existing 10 . Then our buyers look all over the world for good suppliers with the most suitable 11 . Next, we buy 12 on a global scale so that we can get the best deals, and you can get the lowest price.,production processes,_,partnership with the customer,_,raw materials,_,in bulk,_,,Lead-in,3 Spot Dictation,,Lead-in,Text A,Text B,Real Life Practice,Practical Writing,Then you do your part. Using the IKEA 13 and visiting the store, you choose the furniture yourself and pick it up at the 14 . Because most items are packed flat, you can get them home easily, and assemble them yourself. This means we dont 15 you for things you can easily do on your own. So together we save money. for a better everyday life.,A Better Everyday Life,self-serve warehouse,_,charge,_,catalog,_,,Lead-in,4 Discussion,Look at the following pictures. Discuss the following questions with your partner and report your answers to the class.,,Lead-in,Text A,Text B,Real Life Practice,Practical Writing,1. What are the business concepts of the products?2. How are these business concepts different from IKEAs vision?,B,A,C,D,,Lead-in,,A. B. Reproduction Antique Furniture Luxury Packing Solid wood Expensive Material Unnecessary Costs Complicated Design.C. D. Complicated Design Solid Wood Expensive Material Pre assembled Product Har,4 Discussion,,Text A,Reading,Comprehension,Vocabulary,Translation,Part 1,Part 2,Part 3,Part 4,,Lead-in,Text A,Text B,Real Life Practice,Practical Writing,Sumplementary Reading,Part 5,,Text A Reading,Read the passage about IKEA and answer the following questions.,,Lead-in,Text A,Text B,Real Life Practice,Practical Writing,1. What is IKEA vision and business idea?,2. What does IKEA market positioning statement “we do our part” mean?,The IKEA vision is “to create a better everyday life for the many people.”The business idea is “to offer a wide range of well designed, functional home furnishing products at prices so low that as many people as possible will be able to afford them.”,_,“We do our part” means we use inexpensive material in a novel way and minimize production, distribution and retail costs and ensure that our customers benefit from low prices.,_,,Text A Reading,Read the passage about IKEA and answer the following questions.,,Lead-in,Text A,Text B,Real Life Practice,Practical Writing,4. Is it true that the higher quality of the product, the better? Why?,3. How does IKEA make a real difference in prices?,IKEA has a good relationship with the suppliers and so they are able to purchase good quality, economically produced designs that are bought in bulk to keep costs down. They make all their furniture flat packed so they reduce transportation and assembly costs.,_,No. The quality of a product must be appropriate for the intended use. When a less expensive material does a good job, it is not necessary to use an expensive one. This helps to cut down on costs.,_,,Text A Reading,Read the passage about IKEA and answer the following questions.,,Lead-in,Text A,Text B,Real Life Practice,Practical Writing,5. Why can visiting IKEA store be a day out for the whole family?,In IKEA stores, people are encouraged to touch, feel and use the products on display to see how they would fit into their own home. There are also play areas for children, special events and a great value family restaurant.,_,,Text A Reading,New Words and Expressions,utilitarian ju:7tIlI5teEriEn a. 实用的furnishing 5f:nIFIN n. (usu. pl.) 家具,设备framework 5freImw:k n. 原则,思想sum total n. 总计, 合计rational 5rAFEnEl a. 理性的,合理的build on. 建立于的基础上consumer value n. 消费者价值novel 5n?vEl a. 新奇的,新颖的minimize 5mInImaIz v. 使最小化,将减到最少trendy 5trendi a. 赶时髦的economically 7ekE5n?mIkli ad. 经济地in bulk ad. 散装, 大批cut down on 削减intended In5tendId a. 意欲达到的,打算的subject. to. 使经受,使遭受return policy n. 退换货政策unpretentious 7QnprI5tenFEs a. 不张扬的,不炫耀的practicality 7prAktI5kAlIti n. 实用性informality 7InfC:5mAlEti n. 非正式,,Lead-in,Text A,Text B,Real Life Practice,Practical Writing,,Text A Reading,,Lead-in,Text A,Text B,Real Life Practice,Practical Writing,IKEA is renowned for offering quality furniture at affordable prices. The IKEA vision, business idea and market positioning statement provide a framework for all IKEA marketing communication worldwide.The IKEA Vision,then 17是插入语，对Ingvar Kamprad进行解释说明，意思是“当时他17岁”。,IKEA was founded in Sweden, in 1943 by Ingvar Kamprad, then 17.,that引导定语从句；much of which.是非限制性定语从句，修饰furniture。,It is a privately-owned, international, low-cost home products retailer that sells modern, utilitarian design furniture, much of which is assembled by the consumer.,,Text A Reading,The IKEA Vision,1 The IKEA vision is “to create a better everyday life for the many people.”2 Our business idea is “to offer a wide range of well designed, functional home furnishing products at prices so low that as many people as possible will be able to afford them.”,,Lead-in,Text A,Text B,Real Life Practice,Practical Writing,3 Our market positioning statement is: your partner in better living. We do our part, you do yours. Together we save money.,,Text A Reading,,Lead-in,Text A,Text B,Real Life Practice,Practical Writing,4 By communicating the content of this framework and encouraging customers to experience the IKEA concept, we are building the IKEA brand. The brand image is the result of over 50 years, work by IKEA co-workers at all levels all over the world.,The IKEA Vision,that.引导定语从句，修饰values；the IKEA trademark and the reputation并列做associate with的宾语。,The IKEA brand is the sum total of the emotional and rational values that consumers associate with the IKEA trademark and the reputation of our company.,,Text A Reading,,Lead-in,Text A,Text B,Real Life Practice,Practical Writing,5 The IKEA concept with the consumers. These are briefly described below.,The IKEA Vision,build on sth: to use your achievements as a base for further development The new plan will build on the success of the previous program.build something on something: to base something on an idea or thing Our relationship is built on trust.,builds on a relationship,本句的主句是messages are used；介宾短语munication做地点状语；to build.customers needs做目的状语，其中动词build和 give并列，how引导宾语从句，做介词of的宾语。fulfill vt. to do something that is expected, hoped for or promised or to cause it to happen Were suing our suppliers for failing to fulfill their contract. Much of the electrical equipment failed to fulfill safety requirements. Much of the electrical equipment failed to fulfill safety requirements.,Nine key messages are used within the IKEA marketing communication to build this relationship and give an understanding of how we can fulfill our customers needs.,,Text A Reading,,Lead-in,Text A,Text B,Real Life Practice,Practical Writing,The IKEA Vision,6 The IKEA concept is based on the market positioning statement. “We do our part” focuses on our commitment to product design, consumer values and clever solutions. By using inexpensive materials in a novel way and minimizing production, distribution and retail costs, our customers benefit from low prices.7 The IKEA product range is developed to be extensive enough to have something that appeals to everyone and to cover all functions in the home. The products are modern, not trendy, so they are practical enough for everyday use.,,Text A Reading,,Lead-in,Text A,Text B,Real Life Practice,Practical Writing,The IKEA Vision,8 IKEA is the home furnishing specialist. IKEA products are functional and appealing, and enable many people to improve their home life through practical solutions to everyday problems. 9 Low price is not appealing unless it represents good value for money. This is where IKEA is able to make a real difference.,,Text A Reading,,Lead-in,Text A,Text B,Real Life Practice,Practical Writing,The IKEA Vision,IKEA is committed to having a good relationship with our suppliers and so we are able to purchase good quality, produced designs that are bought in bulk to keep costs down.,economically ad. 1) in a way that uses money, goods, time, etc without wasting any Small trees use space in the garden economically. As a student she lived very economically, rarely going out and buying very few clothes. 2) in a way that is related to systems of money, trade, or business Economically, the country is in a very healthy state. The village is inconveniently located and economically underdeveloped.,economically,By making.做方式状语；flat 此处是副词，修饰过去分词packed。flat和pack二词可构成复合名词。flat-pack/flat pack n. furniture that is sold as parts in a box and has to be put togethercut down on: to reduce the amount of something By getting the design right, you can cut down on accidents. Finallythey have hired a new person. I hope this cut down on our work a little.,By making all our furniture flat packed, we cut down on transportation and assembly costs.,,Text A Reading,,Lead-in,Text A,Text B,Real Life Practice,Practical Writing,The IKEA Vision,10 IKEA products are based on a functional approach to design. IKEA design means products that are attractive, practical and easy to use. They dont have unnecessary features; they give genuine solutions for specific home furnishing needs and are made of the most suitable materials for their purpose.,B. Function,1. _,Text A Reading,,Lead-i