Unit 8 商务英语综合教程(3)ppt课件VIP

ActivationTextITextIITextIIILanguagePractice,YouReapWhatYouPeddle,ThemeoftheUnitWhatdoyoulearnaboutmarriagefromthefollowingquotes?Whatmakesasuccessfulbusinessmanandpoliticianrespectively?,Whatdoesthispicturetellyou?Whataretherelationsamongthem?,business,society,politics,Whatdoyoulearnaboutmarriagefromthefollowingquotes?,Family,religion,friendsthesearethethreedemonsyoumustslayifyouwishtosucceedinbusiness.MontyBurns,Dealingwithpeopleisprobablythebiggestproblemyouface,especiallyifyouareinbusiness.Yes,andthatisalsotrueifyouareahousewife,architectorengineer.DaleCarnegie,Electionsareakindofbusiness.Ihavetopresentmyself:Icandothisandthatforthisareasopleasegivemeyourvote.Peoplevoteforthepoliticianswhocanbestunderstandandcontributetotheirregionorcountry.Inabusinessyoucanchooseyourclients,andthemessageistargetedtothemonly.Butpoliticsisuniversal;nomatterwhatagetheaudience,youhavetosendthesamemessagetoeveryone.TakafumiHorie,Whatmakesasuccessfulbusinessmanandpoliticianrespectively?,Whataresecretsofsuccessfuladvertising?Describeanadvertisementandillustratesitsappealingaspects.,attention:grabattentionwiththeheadline,interest:createinterestforthereaderbyaddressingtheirneeds,wantsandfearsdesire/demand:converttheirinterestintodesireordemandAction:allowthemtoconverttheirdesirewithacalltoactionTargettheRightCustomers.MakeYourAdsStandOut.AdvertiseConsistently.TrackYourAdvertising.,Watchthead“MadeinChina”(,ItaimstohighlighthowChineseandoverseasfirmsworktogethertoproducehigh-qualitygoods.,Onshowareproductsusedindailylifeinvolvingcooperationbetweendifferentfirms.TheseincluderunningshoesmadewithAmericansportstechnology,andaniPodplayerwithsoftwarefromSiliconvalley,aFrench-designedfashionlabelandaEuropean-designedrefrigerator.Theadmightbecounter-productiveandreinforceChinasimageastheworldsfactory.,Chinaneedstotransformitselffromaplacewhereproductsaremadetoabirthplaceofinnovation.,PublicrelationsNBCPandtherestpuffingpoliticians,companiesandcelebrities?,Theansweristhat,forbusiness,PRisanincreasinglyvitalmarketingtoolespeciallyastraditionalformsofadvertisingstruggletocatchconsumersattention.ThegoalofPRisusuallytosecurepositivecoverageinthemedia,andthewell-worntacticsincludecallingapressconference,pitchingstoriesdirectlytojournalists,arrangingeye-catchingevents,settingupinterviewsandhandingoutfreesamples.ButasPRprofitsfromadvertisingsdifficulties,itistakingupahostofnewstratagemsandseekingtomoveupthecorporatepeckingorder.,SomejournalistsregardPRpeopleasanuisance,orworse.Evenso,PRissurprisinglyeffective,atleastaccordingtoarecentstudybyProcternorisitadvertising,butispromotingpoliticians,companiesandcelebrities.,Sowhatsortofbusinessispublicrelations(PR),whichspendshalfitstimehuffingaboutbadnews;andtherestpuffingpoliticians,companiesandcelebrities?,Canyouparaphrasethesentence?,InsalespromotionPRisbecomingincreasinglyimportantbecauseitisgrowingmoreandmoredifficultfortraditionalformsofadvertisingtoarouseconsumersinterests.,PRisanincreasinglyvitalmarketingtoolespeciallyastraditionalformsofadvertisingstruggletocatchconsumersattention.,Canyouparaphrasethesentence?,PRarisesupasawayoutasthetraditionaladvertisinghasmetwithalotofdifficultiesinthenewage.Indoingso,PRisadoptingalotofnewmeansofpromoting,andistryingtogainamoreimportantpositionincorporations.,ButasPRprofitsfromadvertisingsdifficulties,itistakingupahostofnewstratagemsandseekingtomoveupthecorporatepeckingorder.,Canyouparaphrasethesentence?,Pmostpeoplewantmorepurposethanthat.Backinthe1950sand1960s,themajorAmericancompaniestendedtounderwritemanyofthelarge,importantendeavorsintheirheadquarterscities:theopera,thebigcharities,themuseums,andsoon.Thesewereclearlyperipheraltowhatthecompanydid,butnobodyseemedtomind.Nordidtheycarethatthemoneycameoutoftheshareholderspockets.,Muchofthatoldpaternalismdiedastheglobaleconomyheatedup,and“shareholdervalue”becamethemodernmantra.Andinfact,whatinitiallyspurredthemoderncorporatesocialresponsibilitymovementwastheriseofnonprofitactivistgroups,whichpushedandproddedandboycottedcompaniestoforcethemtoward,say,treatingworkersbetterindevelopingcountries.Butthenthethingtookonalifeofitsown.Nike,whichhadbeenthesubjectoffiercecriticisminthe1990soverthelaborpracticesinthefactoriesitengagedtomakeitsgoods,decideditmadesensetogotheotherwaycompletely.Ithasworkedtoraiselaborstandardsinthefactoriesitdoesbusinesswith,andnowhasanextensivemonitoringprogram.Itscustomerstookcomfortinthat,andsodiditsemployees.Didithelpsales?Itshardtosay.Butnoonescomplainingthatshareholdermoneyisbeingwasted.Thatswhattheculturewasdemanding.,Mostrecently,theenvironmenthastakencenterstage;indeed,itwouldbehardtothinkofanythingthathasdonemoretopropelthecorporatesocialresponsibilitymovementthantherealizationthatglobalwarmingisarealphenomenonwithpotentiallydireconsequences.Socorporationshaveracedtogetontherightsideofthatissue.“WestruggledwithclimatechangeatFord,”saidNielGolightly,whowasformerlyFordMotorscorporateresponsibilitymaven.(HerecentlymovedtoShell.)“Wewereamongthefirstintheindustrytoopenlyacknowledgeit,”andthatwassomething,headded,thathetookpridein.Fordalsoworkedtomakeitsplants“environmentallyresponsible,”tousethewordsonitsWebsite.,Infact,virtuallyallofthecompaniesattheconferencehavesetgoalsforreducinggreenhousegases,andmakingtheiroperationsmoreenergyefficient.ItalkedtoMarkF.Buckley,thevicepresidentforenvironmentalaffairsatStaples.Hewaxedonabouthowthecompanyhadsetcarbonreductiongoals,andhadreducedtheenergyusedpersquarefootinitsstoresby14percent.Itwasworkingtohelpitscustomersrecycle,andreducingtheenvironmentalimpactofitsownbrandedproducts.“Anditmakesthecompanymoney,”hesaid.,Fromtheleft,theessentialcriticismofcorporatesocialresponsibilityisthatitislittlemorethanwindow-dressing,intendedtogivecompaniesagoodnamewithouthavingtobackitupwithrealdeeds.“Thereisawholelotoflipservice,”saidJudithMelbyofChristianAid,aBritish-basedaidgroupandatoughcriticofcorporatebehavior.Butwhenyouactuallyseewhatthesecompaniesaredoing,atleasttheonesattheconference,itishardtowriteitoffasallwindow-dressing.Surely,itsagoodthingthatcompaniesaretryingtolowertheirenergycostsandbecomemoreenvironmentallysensitive.Willthatalonesolvetheproblemofglobalwarming?Hardly.ButIwoundupthinking:whynot?Itsbetterthannothing.Andthefactthatmostcorporationsarenowfacinguptotheproblemofglobalwarminginsteadofdenyingitthatsrealprogress.,Butastowhetheritreallyis“core”totheirbusiness,thatstruckmeasanotherquestionentirely.“Italwaysmakessenseforpeopletoactmoreresponsibly,”saidPaulHawken,theco-founderofSmiththeymayengageinlobbyingasabusiness,ornot.Professionallobbyistsarepeoplewhosebusinessistryingtoinfluencelegislationonbehalfofaspecialinterestwhohiresthem.,Whydopeopleimmigrate?,Immigrationistheactofforeignerspassingorcomingintoacountryforthepurposeofpermanentresidence.Immigrationismadeformanyreasons,includingeconomic,political,familyre-unification,naturaldisaster,povertyorthewishtochangeonessurroundingsvoluntarily.,Doyoufindanygenerationgapbetweenyouandyourparents?Ifyes,whatisthegap?,generationgap:thedifferenceinattitudeorbehaviourbetweenyoungandolderpeoplethatcausesalackofunderstanding.,TheRoadtoRichesIsCalledKStreet,TothegreatgrowthindustriesofAmericasuchashealthcareandhomebuildingaddonemore:influencepeddling.ThenumberofregisteredlobbyistsinWashingtonhasmorethandoubledsince2000tomorethan34,750whiletheamountthatlobbyistschargetheirnewclientshasincreasedbyasmuchas100percent.Onlyafewotherbusinesseshaveenjoyedgreaterprosperityinanotherwisefitfuleconomy.,LobbyingFirmsHireMore,PayMore,ChargeMoretoInfluenceGovernmentJeffreyH.Birnbaum,Thelobbyingboomhasbeencausedbythreefactors,expertssay:rapidgrowthingovernment,RepublicancontrolofboththeWhiteHouseandCongress,andwideacceptanceamongcorporationsthattheyneedtohireprofessionallobbyiststosecuretheirshareoffederalbenefits.“Theresunlimitedbusinessoutthereforus,”saidRobertL.Livingston,aRepublicanformerchairmanoftheHouseAppropriationsCommitteeandnowpresidentofathrivingsix-year-oldlobbyingfirm.“Companiesneedlobbyinghelp.”,Lobbyingfirmscanthirepeoplefastenough.Startingsalarieshaverisentoabout$300,000ayearforthebest-connectedaideseagerto“movedowntown”fromCapitolHillortheBushadministration.Onceconsideredadistastefulpost-governmentvocation,big-buckslobbyingisluringnearlyhalfofalllawmakerswhoreturntotheprivatesectorwhentheyleaveCongress,accordingtoaforthcomingstudybyPublicCitizensCongressWatch.Politicalhistoriansdontseetheseaspositivedevelopmentsfordemocracy.“Wevegotaproblemhere,”saidAllanCigler,apoliticalscientistattheUniversityofKansas.“Thegrowthoflobbyingmakesevenworsethanitisalreadythebalancebetweenthosewithresourcesandthosewithoutresources.”,Inthe1990s,lobbyingwaslargelyreactive.Corporationshadtofendoffproposalsthatwouldhaverestrictedthemorcostthemmoney.Butwithpro-businessofficialsrunningtheexecutiveandlegislativebranches,companiesarealsohiringwell-placedlobbyiststogoontheoffensiveandfindwaystoprofitfromthemanytaxbreaks,loosenedregulationsandothergovernmentgoodiesthatincreasinglyareavailable.,“Peopleinindustryarewillingtoinvestmoneybecausetheyseeopportunitieshere,”saidPatrickJ.Griffin,whowasPresidentBillClintonstoplobbyistandisnowinprivatepractice.“Theyseethattheycanwinthings,thattheressomethingtobegained.Washingtonhasbecomeaprofitcenter.”TaketheexampleofHewlett-PackardCo.TheCaliforniacomputermakernearlydoubleditsbudgetforcontractlobbyiststo$734,000lastyearandaddedtheelitelobbyingfirmofQuinnGillespiesupporting,e.g.,pro-democracy,e.g.,pro-European,-placed:combineswithadverbstoformadjectiveswhichdescribehowwellorbadlysomeoneisabletodoaparticulartask.,goontheoffensive:alsotaketheoffensivetostartattackingorcriticizingsomeonebeforetheystartattackingorcriticizingyou,e.g.,Republicanswentontheoffensiveoversoaringgasolineprices.,taxbreak(especiallyAmE)aspecialadvantageorreductionintaxesthatthegovernmentgivestoparticularpeopleororganizations“Taxbreak”isaslangtermreferringtoanyitemwhichreducestax,includinganytaxexemption,taxdeduction,ortaxcredit.,goody(alsogoodie)usuallypl.(pluralgoodies)(informal)athingthatisverynicetoeat:abasketofgoodiesforthechildrenanythingthatisattractiveandthatpeoplewanttohave:,e.g.,Ourmagazineisgivingawaylotsoffreegoodies-T-shirts,hatsandvideos!,deficit:n.thedifferencebetweentheamountofsomethingthatyouhaveandthehigheramountthatyouneed,e.g.,theUSsforeigntradedeficit,e.g.,thecountryswideningbudgetdeficit,Whatadjectivesandnounsareusuallyusedwiththisword?,ADJ/NOUN+“DEFICIT”:huge,large,massive,serious,substantial|small|net,overall|budgetary,financial,fiscal,trade,prime:a.onlybeforenounmain;mostimportant;basicbeaprimecandidate/target(forsth)tobethepersonorthingthatismostsuitableormostlikelytobechosenforaparticularpurposeprimeexampleaverytypicalexampleofsomething,Syn.,primary,bidding:n.theactofofferingprices,especiallyatanauction:,Therewasfastbiddingbetweenprivatecollectorsanddealers.,e.g.,fevered:adj.onlybeforenoun(written)showinggreatexcitementorworry,feveredexcitement/speculation,e.g.,influencepeddling:exertinginfluencepeddle:v.tospreadanideaorstoryinordertogetpeopletoacceptit:,e.g.,topeddlemaliciousgossip,e.g.,Thisline(=publiclystatedopinion)isbeingpeddledbyallthegovernmentspokesmen,fendoff:phrasalverbfendsb/sthofftodefendyourselffromsomethingsuchasdifficultquestions,competition,orasituationyoudonotwanttodealwith,e.g.,Sheuseshersecretarytofendoffunwantedphonecalls.,payoff:phrasalverb(informal)(ofaplanoranaction,especiallyonethatinvolvesrisk)tobesuccessfulandbringgoodresults,e.g.,Thegamblepaidoff.,outlay:n.outlay(onsth)themoneythatyouhavetospendinordertostartanewprojectortosaveyourselfmoneyortimelaterWhatadjectivesandnounsareusuallyusedwiththisword?,ADJ/NOUN+“OUTLAY”:considerable,huge,large,massive|modest,small|initial|total|capital,cash,financial,investment,keep/losetrackofsb/sth:Idiomandfixedexpressiontopayattentiontosomeoneorsomething,sothatyouknowwheretheyareorwhatishappeningtothem,ortofailtodothis,apprise:v.(formal)apprisesbofsthtotellorinformsbofsth:,e.g.,Hesawnoreasontoapprisethecommitteeofwhathadhappened.,goldrush:Idiomandfixedexpressionasituationinwhichalotofpeoplesuddenlygotoaplacewheregoldhasrecentlybeendiscovered,boost:v.tomakesthincrease,orbecomebetterormoresuccessfulWhatnounsareusuallyusedwiththisword?,“BOOST”+NOUN:exports,profits,confidence,morale,stepup:phrasalverbstepsthuptoincreasetheamountofanactivityorthespeedofaprocessinordertoimproveasituation,e.g.,Thehealthdepartmentissteppingupeffortstoreduceteenagesmoking.,UsefulExpressionsSentenceTranslation,1.品牌传播,2.营销公关,3.灰姑娘业务,4.总裁,5.网络繁荣时代,6.企业社会责任,marketingPR,Cinderellabusiness,chiefexecutive,dotcomboom,corporatesocialresponsibility,brandcommunication,UsefulExperssions,7.利益相关者,8.减税,9.国外子公司,10.预算赤字,11.游说公司,12.企业客户,taxbreak,foreignsubsidiaries,budgetdeficit,lobbyingfirm,corporateclient,stakeholder,1.今天XYZ公司宣布他们正在研制一款新的超级计算机，它将成为数据处理方面的尖端产品。,TodaytheXYZCorporationannounceditismakinganewsuper-computerwhichwillbeonthecuttingedgeofdataprocessing.,2.挑剔的消费者和名牌产品的增长已经成为许多消费邻域令人熟悉的特点。,Pickycustomersandgrowthinpremiumproductsarealreadyfamiliarfeaturesofmanyconsumerlandscapes.,SentenceTranslation,3.如果经济再次恶化，投资者购买股票的欲望将会彻底消失。,Iftheeconomydeterioratesagain,investorsappetiteforbuyingshareswillevaporate.,4.因为下次油价下跌或者缺少资金时，即便再优厚的条件也可能吸引不到外国投资了。,Thenexttimetheoilpricefallsormoneyrunsshort,itmightenduphavingtoofferevenmoremunificenttermstoluretheoilmenback.,5.杰克伦敦的热爱生命讲述的是这样一个故事：一个美国西部的淘金者在返回的途中被朋友抛弃了，他独自跋涉在广袤的荒原上。,JackLondonslovelifeisaboutastory:anAmericaninthewesternpartoftheGoldRushwasonhiswaybacktothefriendsabandoned,hewalkedaloneinthevastwasteland.,6.TooustMsMerkelfromthechancellorshipinthenextelection,theSPDwouldhavetowinalmost40%ofthevote.,要在下次大选中从默克尔手中夺回领导权，社民党还必须赢得几近40%的选票。,7.Thatisbecausereadersimmersedinastorylinewantaboveallnottobeinterrupted,andallonlinemediateemwithdistractions(evenahyperlinkisaninterruption).,这是因为，当读者沉浸在故事情节之中时，他们是不希望被外界打扰的，而所有的在线媒体都充斥着各种干扰（即使一个超链接也会成为某种影响）。,8.ButMrDuncanhasvigorouslyarguedthatitdoesmakesensetotakekidsoutofaschoolwheretheyrehappyandsafeandsatisfiedandlearning.,不过邓肯先生激烈地争辩道，让孩子离开使他们快乐安全满足且可以学习知识的学校是没有意义的。,9.Oneisthetaxbreakthatfavorshealthinsuranceprovidedbyemployers,whichleadstoexcessivelygenerouscoverageandhenceover-consumption.,其一是税收减免激励了雇主向员工提供健康保险，导致保险涵盖领域过于慷慨，并造成过度消费。,10.Theirindependence,theysay,keepstheirprivatebankersfromsimplytryingtopeddleproductsthatmaynotmeshwithaparticularclientsoverallrisklevelsorgoals.,它们表示，由于具备独立性，其私人银行家不会只管兜售那些可能与某一客户整体风险水平或投资目标不相匹配的产品。,CanyoufindoutsomeparadoxesinTextII?,Thefollowingaresomeparadoxicalexamplesinnature,involvingtwoormoreaspectswhichseemtocontradicteachother.1.C.S.R.isamisguidedattemptbyasubcategoryofbusinessmanagerstodealwiththecrisisofcorporatele