新编实用英语第三册unit1

1、 高等教育出版社高等教育出版社 高等教育电子音像出版社高等教育电子音像出版社 1. Introduce a certain company (background, business scope, etc.) 2. Talk about a companys business 3. Describe a product 1. Some basic promotion methods 2. Product prospectuses Section Section Section Section Follow the Samples Introduction Act Out Business Co

2、mmunication Put in Use information-intensive ntensv 加强加强 potential ptenl customer 潜在的潜在的 promotional prmnl products 促销促销 target t:gt market 目标目标 creativity kri:etvt 创造力创造力 market-proven pru:vn 证明证明 calendar klnd(r) 日历日历 coffee mug mg 马克杯马克杯 innovative nvetv items 革新革新 stadium stedim blanket blkt 运动场

3、毯，游戏毯运动场毯，游戏毯 New words (Instruction) In todays information-intensive world, it is hard for a business to attract potential customers. But promotional products offer the business a unique opportunity to make its name in the target market. The promotional items that you choose are limited only by you

4、r own creativity. They can range from market-proven goods such as calendars, coffee mugs, and baseball caps to innovative items like candy and nuts, stadium blankets, toy cars and trucks, and first aid kits. Whatever items you pick, all should bear your logo and contact information. Introduction Bac

5、k New Words (Follow the Samples) Chief Engineer总工程师总工程师 Board of Directors 董事会董事会 digital ddtl 数码数码 apply for a patent ptnt 申请专利申请专利 efficient fnt 有效地有效地 procedure prsi:d(r) 程序程序 estimate estmt 预计，估计预计，估计 package pkd 包装包装 campaign kmpen 运动，竞赛运动，竞赛 competitor kmpett(r) 对手对手 Chair: Ladies and gentleme

6、n, Im very glad to have Mr. Wang, our Chief Engineer, join in our discussion. Mr. Wang, what would you like to tell the Board of Directors (董事会) about the present situations we are facing? Mr. Wang: Generally speaking, we are progressing smoothly along the new line of digital TV sets. A: Is it possi

7、ble for us to apply for a patent for our new model soon? Mr. Wang: I think so. Weve got all the necessary drawings ready now, but we are still testing the product. B: Have you done any marketing research? What findings have you got from the research? Mr. Wang: The marketing survey shows that the cus

8、tomers seem very interested in this new model. I have the impression that there will be a good market for it in the years to come. B: I see. What do you think of the R that is used to introduce a relative clause to give “decoys” a further explanation. Reference here means “an indicator that orients

9、you generally”. Translation: 营销中，诱饵是指一个商业公司并不真正想要你接受的产品、 服务或售价，而是被用作一项让另一种产品显得更好的参照物。 Example: This frame of reference will be determined by the limitations on the rational mans knowledge. Back 1 Explanation of Difficult Sentences 2. (Para. 6) You may gladly spend $229 to get a hot media player, thi

10、nking its a deal compared with the highest-priced version and not blink that you could instead buy a palm computer at the lower price of $199 with more features. Analysis: A deal means a good bargain. Blink here means “hesitate”. Translation:一想到同最高价格版本相比是一笔不错的交易，你就很可能 会高高兴兴地花229美元购买一台热销的媒体播放器，而对 于你能

11、以199美元的更低价格购买一部具有更多功能的掌上 电脑，你就连眼睛都不会眨一下。 Example: With a lot of money in his wallet, he didnt blink while buying his wife luxurious products. Back 1 Explanation of Difficult Sentences 3. (Para. 8) Behavioural economist Richard Thaler has noted that consumers are really bad at making decisions about

12、value and constantly need “reference prices” for comparison. Analysis: Be bad at here means “be stupid when”. Translation: 行为主义经济学家理查德泰勒曾指出，消费者不善于决定 产品价值，总是需要“参照价格”来进行比较。 Example: The young boy was spoiled and was bad at getting along with his fellows. Back 2 Important Words strategy n. an elaborate

13、 and systematic plan of action 策略策略 e.g. I think we should work out a better strategy to deal with this situation. Their strategy was designed to wear down the enemys resistance. Back 2 Important Words 2. cloud v. to make someone less able to think clearly or make sensible decisions 使头脑不清醒；使易于做不明智的决

14、定使头脑不清醒；使易于做不明智的决定 e.g. We might be able to cloud his judgment by talking about something else. Emotionalism and self-delusion may cloud judgment. Back 2 Important Words 3. margin n. the sales minus the cost of goods and services sold 利润；差额利润；差额 e.g. Theyd rather sell you another restaurant where th

15、ey can make a fat margin. He went abroad to see whether he could find opportunities to make a margin. Back 2 Important Words 4. note v. to make mention of 提到；指出提到；指出 e.g. The judge noted that Jack had no previous criminal record. They noted that it was a fine day to go sailing. Back 2 Important Word

16、s 5. innovation n. a new idea, method, or invention 创新创新 e.g. There is no end to practice or innovation. Innovation is a management process that requires specific tools, rules, and discipline. Back 1) It is suggested in the passage that the success of a company that deals with electronic products de

17、pends on _. a. the new technology b. its wonderful design c. the new materials d. its pricing strategy 2) A price decoy is usually _. a. something that a business wants you to take b. a reference to help make a product look better c. a product model for exhibition d. a newly launched price point 3)

18、The example of a Realtor is used to show that _. a. a $400 000 colonial is a good deal b. $499 for an iPad is reasonable Read and Think 1 Choose the best answers according to the passage. d. d. b. c. bargains are necessary for the deal d. decoys can make products look better 4) The author of this pa

19、ssage suggests that people may prefer to buy a palm computer for_. a. $199 b. $229 c. $299 d. $399 5) By establishing a high reference price, the company wants to _. a. cut down its fat margins b. launch more affordable products c. attract peoples attention to its products d. make the product prices

20、 look lower and affordable b. d. Back Read and Think Read and Think 2 Complete the following statements with the information you get from the passage. It is suggested that most of electronic products are hardly worth _. 2) Richard Thaler believed that consumers are bad at making decisions about valu

21、e and therefore they constantly _. 3) According to the author, the communication breakthroughs are nothing but _.an illusion the price need “reference prices” for comparison Back Read and Complete 3 Complete the following sentences with the proper forms of the words given below. 1) Scientists are st

22、riving for a _ in cancer research. 2) The decision of the CEO seems to show her lack of political _. 3) The computer has been programmed to calculate the gross profit _ on all sales. 4) This shirt is no doubt a cheaper _ of the one I saw in another department store. 5) Under his guidance, a surge of

23、 _ in techniques is on the horizon. 6) He made a satisfactory _ with them, which helped to establish further cooperation between the two companies. 7) The management should accept the full responsibility for the loss of goods in _. 8) It was not until 1884 that the first _ fibre was made.artificial

24、breakthrough judgment margin version innovation bargain storage Back 4 Fill in the blanks with the proper forms of the following words given in the box. Promotions managers supervise staff of promotion specialists. These managers 1 _ promotion programmes that 2 _ advertising with purchase promotion

25、to increase sales. In an effort to 3 _ closer contact with consumers, promotion programmes may use direct mail, television or radio advertising, catalogues, exhibits, inserts in newspapers, or websites, and special 4 _. They may encourage people to 5 _ by using discounts, samples, gifts, coupons, an

26、d contests. A wide range of educational 6 _ is suitable for entry into promotion jobs, but many employers prefer those with experience in related 7 _ plus a broad liberal arts background. Courses in management while the 8 _ is in school are highly recommended. Computer skills are 9 _ because marketi

27、ng, product promotion, and advertising on the Internet are increasingly common. Also, the ability to 10 _ in a foreign language may open up employment opportunities in many rapidly growing areas around the country. directcombine establish events purchase background occupations candidate vital commun

28、icate Back Read and Translate 5 Translate the following sentences into English, using the proper forms of the words or phrases given in the brackets. 他那不能令人满意的答复促使我又向他提出了一个问题。他那不能令人满意的答复促使我又向他提出了一个问题。(prompt. to) 2) 长期医疗保险和短期医疗保险，哪一项更合算？长期医疗保险和短期医疗保险，哪一项更合算？(a good deal) 3) 圣诞节期间，那家超市的货品打圣诞节期间，那家超市的

29、货品打5折进行清仓销售。折进行清仓销售。(mark down) In the Christmas season, the goods in that supermarket were on clearance sale by marking down 50% of their original prices. His unsatisfactory reply prompted me to ask him another question. Which is a better deal, the long-term medical care insurance or the short-term

30、 one? Back Read and Simulate 6 Pay attention to the italicized parts in the English sentences and translate the Chinese sentences by simulating the structure of the English sentences. Any manager of a company that deals with certain products or services successfully is a master of using pricing deco

31、ys and reference prices. Joe is a master of modern dance and he has performed in different countries for hundreds of times. 他是一个语言大师，演讲幽默，总能吸引人的注意。他是一个语言大师，演讲幽默，总能吸引人的注意。 这本书主要是告诉你如何通过训练来学习成为吉他大师。这本书主要是告诉你如何通过训练来学习成为吉他大师。 He is a master of language, and his speech always appeals to people with its h

32、umour. This book mainly tells you how to learn to become a master of guitar through practice. Read and Simulate 5 Pay attention to the italicized (斜体的) parts in the English sentences and translate the Chinese sentences by simulating the structure of the English sentences. Decoys, in marketing, are p

33、roducts, services, or price points that a business doesnt really want you to take, but rather it is used as a reference to make another product look better. I dont want to go climbing in such a hot day, but rather stay home. 人不会为条件所困，而会为他对条件的看法所困。人不会为条件所困，而会为他对条件的看法所困。 病人情况不但没有好转，反而恶化了。病人情况不但没有好转，反而

34、恶化了。 Man does not suffer from conditions, but rather from the views he takes of them. The patient was not better but rather became worse. Read and Simulate 5 Pay attention to the italicized (斜体的) parts in the English sentences and translate the Chinese sentences by simulating the structure of the En

35、glish sentences. Well, compared with a smaller one with fewer features, it suddenly looks great. Compared with a quite ordinary star, like the sun, the earth is small indeed. 与他的房间相比，我的房间还要小。与他的房间相比，我的房间还要小。 同其他大多数人相比，你是如此优秀的一个女孩。同其他大多数人相比，你是如此优秀的一个女孩。 Compared with his room, my room is even smaller

36、. Compared with most of the others, you are so excellent a girl. Read and Simulate 5 Pay attention to the italicized (斜体的) parts in the English sentences and translate the Chinese sentences by simulating the structure of the English sentences. You may gladly spend $229 to get a hot media player, thi

37、nking its a deal compared with the highest-priced version and not blink that you could instead buy a palm computer at the lower price of $199 with more features. You shouldnt give up, instead, I think you should try your best to finish it well. 乔治很想逃离她，但他还是让她坐进了自己的车并把她送回了家。乔治很想逃离她，但他还是让她坐进了自己的车并把她送回

38、了家。 她没有回答我，反而问了我另外一个问题。她没有回答我，反而问了我另外一个问题。 George wanted very much to run away from her, but instead he took her in his car and drove her home. She didnt answer me, but instead, she asked me another question. Back Point of Purchase (POP) A terminal or vending machine in a store or shopping mall wher

39、e a customer can view products with their prices and select items to buy. The term Point of Purchase usually refers to the industry concerned with customer behaviour at the location of the purchase decision. POP is considered one of the most important aspects of advertising and merchandising. It is

40、believed that the most critical time to influence buyer behaviour is when they have money in hand. Marketing mix The marketing mix is generally accepted as the use and specification of the 6 Ps describing the strategic position of a product in the marketplace. The 6 Ps refers to Plan, Pick, Price, P

41、ackage, Promote and Prove as follows: 1. Plan your marketing strategy. 2. Pick a way to market. 3. Price it right. 4. Package it professionally. 5. Promote your product/service. 6. Prove that it works. If not, make it better or go back to 1. Advertising The best approach to advertising is to think o

42、f it in terms of media and which media will be most effective in reaching your target market. Then you can make decisions about how much of your annual advertising budget youre going to spend on each medium. The most frequently-used advertising methods are as follows: the Internet television radio n

43、ewspapers magazines telephone books/directories billboards bench/bus/subway ads direct mail Back A marketing manager can choose from several promotion methods personal selling, mass selling, and sales promotion. Personal selling flexibility is its strength Personal selling involves direct face-to-fa

44、ce communication between sellers and potential customers. Face-to-face selling also provides immediate feedback which helps salespeople to adapt. Salespeople are included in most marketing mixes. But personal selling can be very expensive. So its often desirable to combine personal selling with mass

45、 selling and sales promotion. Mass selling reaching millions at a price or even free Mass selling is communicating with large numbers of potential customers at the same time. Its less flexible than personal selling. But when the target market is large and scattered, mass selling can be less expensiv

46、e. Advertising is the main form of mass selling. Advertising is any paid form of nonpersonal presentation of ideas, goods, or services by an identified sponsor. It includes the use of such media as magazines, newspapers, radio and TV, signs, and direct mail. While advertising must be paid for, anoth

47、er form of mass selling publicity is “free”. Publicity is any unpaid form of nonpersonal presentation of ideas, goods, or services. Of course, publicity people are paid. But they try to attract attention to the firms and its offerings without having to pay media costs. For example, book publishers t

48、ry to get authors on TV “talk shows” because this generates a lot of interest and book sales at no cost to the publisher. If a firm has a really new message, publicity may be more effective than advertising. Trade magazines, for example, may carry articles featuring the newsworthy products of regula

49、r advertisers in part because they are regular advertisers. The firms publicity people write the basic “copy” and then try to convince magazine editors to print it. Each year, magazines print photos and stories about new cars and often the source of the information is the auto producers. This public

50、ity may even raise more interest than the companys paid advertising. A consumer might not pay any attention to an ad but might carefully read a long magazine story with the same information. Some companies prepare videotapes that are designed to get free publicity for their products on TV news shows

51、. For example, one video distributed to TV stations at Halloween discussed a government recommendation that parents use makeup rather than masks for young children. The story was effectively tied to a new makeup product for children made by PAAS Products. Large firm have specialists to handle public

52、ity. Usually though, publicity is treated as just another kind of advertising and it often isnt used as effectively as it could be. In most firms, publicity deserves much more attention than it gets now. Sales promotion tries to spark immediate interest Sales promotion refers to promotion activities

53、 other than advertising, publicity, and personal selling that stimulate interest, trial, or purchase by final customers or others in the channel. Sales promotion may be aimed at consumers, at middlemen, or even at a firms own employees. Examples include coupons, samples of consumer products, special

54、 sweepstakes and contests, point-of-purchase materials, and displays at trade shows. Its hard to generalize about sales promotion because it includes such a wide variety of activities. But usually its objective is to complement mass selling and personal selling.Back 1 Explanation of Difficult Senten

55、ces (Para. 2) Salespeople are included in most marketing mixes. Analysis: Marketing mixes refers to the use and specification of the 6 Ps describing the strategic position of a product in the marketplace. Translation: 大多数营销组合都包括销售人员。 Example: Creating a successful marketing mix that will increase re

56、sults often takes experimenting and market research. Back 1 Explanation of Difficult Sentences 2. (Para. 5) But they try to attract attention to the firm and its offerings without having to pay media costs. Analysis: Its offerings refers to “the products manufactured by the company or the services p

57、rovided by it”. Without is a preposition, and thats why having is used to follow it. Translation: 但是，宣传人员却尽力将潜在顾客的注意力吸引到公司和其产品 上，而无需支付媒体的费用。 Example: A cool technique for stopping this problem is simply to plan without committing yourself to doing anything. Back 1 Explanation of Difficult Sentences

58、3. (Para. 6) Trade magazines, for example, may carry articles featuring the newsworthy products of regular advertisers in part because they are regular advertisers. Analysis: Featuring, serving as “which features”, means “showing a particular thing in a magazine”. In part means “partly”. Regular mea

59、ns “happening or doing something many times and often at the same time”. Translation: 例如，商业杂志可能登载广告商的有报道价值的产品专题报道 部分原因是因为他们是广告常客。 Example: Those days, she was deeply involved into that exhibition featuring paintings by contemporary artists. Back 1 Explanation of Difficult Sentences 4. (Para. 7) For

60、example, one video distributed to TV stations at Halloween discussed a government recommendation that parents use makeup rather than masks for young children. Analysis: This is a subjunctive sentence. That is used to introduce an objective clause, in which “should” is omitted. Rather than means “ins