电子商务英语unit07

1、电子商务英语电子商务英语课件课件制作人：张海波制作人：张海波回目录ContentsUnit 7Unit 7回目录学学习习目目标标Objective: In this unit, you will learn: Identify the features of the network marketing A virtual store The real power of network marketing Basic E-commerce English Writing Focus: The advantages of network marketing Nodus: The importanc

2、e of email in network marketing 回目录Advantages of Network MarketingPassage A注释与翻译板12目的就是要了解顾客的真正需求以便在合适的时间以合适的方目的就是要了解顾客的真正需求以便在合适的时间以合适的方式提供合适的产品和服务。式提供合适的产品和服务。44注解：注解：该句中不定式该句中不定式to understand consumers.to understand consumers.用做表语。用做表语。其次介词短语其次介词短语at exactly right time and in exactly right at exa

3、ctly right time and in exactly right wayway都是状语，前者为时间状语，后者为方式状语，同时修饰谓都是状语，前者为时间状语，后者为方式状语，同时修饰谓语动词语动词offeroffer。Internet marketing focuses on getting to know the customer better. The objective is to understand consumers exact needs so that the right products and services can be offered to them at ex

4、actly the right time and in exactly the right way. It brings us a lot of advantages as following shows, though limitations exist in the meantime. Low cost: The internet is made up of electrons, so there is not really anything physically to grab hold of like in a brick and mortar business. Just a com

5、puter with a website. This considerably reduces your costs. It also decreases transaction costs. It allows you to market your offerings to the entire world at no extra cost. .44注解：注解：此句的翻译采用了具体名词抽象化的翻译手段，因为直译成此句的翻译采用了具体名词抽象化的翻译手段，因为直译成“没没有真正你抓得到的象砖和灰墙商店的东西有真正你抓得到的象砖和灰墙商店的东西”，会令人感到不知所然；该句，会令人感到不知所然；该

6、句中不定式中不定式 “ “to grab hold of.”to grab hold of.”用做定语，修饰用做定语，修饰“anything”.anything”.字面字面意义是：意义是：“抓得到的东西抓得到的东西”，意即看得见，摸得着的，意即，意即看得见，摸得着的，意即“实实在在的，实实在在的，实际上的或具体的实际上的或具体的”；而介词短语；而介词短语in a brick and mortar businessin a brick and mortar business，字面上似乎是指字面上似乎是指“砖和灰墙构造的业务砖和灰墙构造的业务”，如将其抽象化，就可引申出类，如将其抽象化，就可引申出

7、类似似“实地（室内）开展的业务或进行具体的买卖交易实地（室内）开展的业务或进行具体的买卖交易”之意。之意。 互联网是由各种电子构成的，因此网上的东西并非所有的都能像互联网是由各种电子构成的，因此网上的东西并非所有的都能像实地交易那样看得见、摸得着。实地交易那样看得见、摸得着。 回目录第二页第二页 Passage A注释与翻译板1Your website is available 24 hours a day, 7 days a week. It never closes. Moreover, your customers are worldwide in reach. Updating you

8、r subscribers can be done almost instantly through email. It increases speed and accuracy of information exchange. The cost of spreading your message is next to nothing.Very fast: Go anywhere you want with the click of a button and a search engine.Convenience: you can deliver your products directly

9、to your customers without having to use a courier. 44注解：注解：next to nothingnext to nothing属于习惯用法，意思是属于习惯用法，意思是“差不多没有差不多没有”。例如：例如：44The cost of your trip to shanghai is next to nothing.The cost of your trip to shanghai is next to nothing. 你去上海旅行的费用几乎为零。你去上海旅行的费用几乎为零。 44The chance for you to study abro

10、ad is next to nothing. 你出国留学的可能性几乎为零。你出国留学的可能性几乎为零。传播你的信息的费用几乎为零。传播你的信息的费用几乎为零。 回目录Passage A注释与翻译板课文学习完毕课文学习完毕 Bring multiple buyers and sellers together in one virtual marketplace. You can reach a global audience. In a word, Internet shopping is accessed on demand 24 hours a day, and all the year r

11、ound. This means a huge increase in potential revenues.Opportunity to create one-to-one direct marketing relationship with consumer.Multimedia will increasingly create more attractive and compelling ads. Advertising and contents can be updated, supplemented, or changed at any time, and are therefore

12、 always kept up-to-date. 回目录7.3.1 Critical thinking1) What does internet marketing focus on? 2) How does the internet marketing sell its products? Does it need a shop? 3) When can people get access to the website?4) What will you do if you want to update the customers messages?5) What does a courier

13、 usually do? 回目录 Give the Chinese equivalents of the following words or expressions: 7.3.2 Translation practice1) Global audience2) Transaction costs3) Potential revenue4) All over the world5) Create one-to-one direct marketing relationship consumer6) Up-to-date 7) Search engine 8) Deliver pr

14、oducts9) Courier10) Reduce your cost全球客户全球客户 交易成本交易成本 潜在的收入潜在的收入 世界各地世界各地 直接与消费者建立直接与消费者建立“一对一一对一”的营销关系的营销关系 最新的最新的 搜索引擎搜索引擎 送交产品送交产品 信使信使/送货员送货员 降低成本降低成本 回目录 Give the English equivalents of the following words or expressions: 7.3.2 Translation practice1) 1) 同时同时2) 2) 潜在收入潜在收入3) 3) 抓住抓住4) 4)

15、虚拟市场虚拟市场5) 5) 进入进入6) 246) 24小时开通的网站小时开通的网站7) 7) 更新信息更新信息8) 8) 多媒体多媒体9) 9) 局限性局限性10)10)形形色色的买卖双方形形色色的买卖双方 in the mean time potential revenues grab hold of virtual marketplace have/get access to websites available 24 hours update information multimedia limitation multiple buyers and sellers 回目录

16、 Sentence translation from English to Chinese: 7.3.2 Translation practice41) You can deliver your products directly to your customers without having to use a courier. . 无需信使你就能将你的产品直接送达你的客户。无需信使你就能将你的产品直接送达你的客户。 2) This means a huge increase in potential revenues. 这也意味着潜在收入的巨大增加。这也意味着潜在收入的巨大增加。 3) I

17、t allows you to market your offerings to the entire world at no extra cost. 它使你无需额外的费用就能向全世界推销你的产品。它使你无需额外的费用就能向全世界推销你的产品。 回目录 Sentence translation from English to Chinese: 7.3.2 Translation practice4)Bring multiple buyers and sellers together in one virtual marketplace可将买家和卖家成倍地聚集在某个虚拟的市场。可将

18、买家和卖家成倍地聚集在某个虚拟的市场。 5)Internet increases speed and accuracy of information exchange.网络提高了信息交换的速度与准确性。网络提高了信息交换的速度与准确性。 回目录 Sentence translation from Chinese to English.7.3.2 Translation practice1)1)传送信息的费用几乎为零。（传送信息的费用几乎为零。（next to nothingnext to nothing） The cost of spreading your message is

19、 next to nothing. 2) 我整天都在打电话找他我整天都在打电话找他, ,但是找不着。但是找不着。( reach )( reach )Ive been trying all day to reach him on the telephone, but hes very elusive. 3)3)多媒体将不断创造更具吸引力，更引人注目的广告。多媒体将不断创造更具吸引力，更引人注目的广告。(create )(create ) Multimedia will increasingly create more attractive and compelling ads. 回目录7.3.2

20、.4 Sentence translation from Chinese to English 7.3.2 Translation practice4) 4) 广告内容可以随时更新与补充。广告内容可以随时更新与补充。 ( update )( update )Advertising contents can be updated, supplemented or changed at any time. 5)5)搜索引擎能让你进入网站。搜索引擎能让你进入网站。 ( get access to) ( get access to) A search engine can allow you to g

21、et access to the website. End回目录Network Marketing VS Traditional Marketing Passage B注释与翻译板1The major comparative differences lie in every aspect of marketing system from production definition, pricing, distribution to strategies. Internet marketing carried out in a computer-mediated environment, its

22、 platform is online and its scope is global. Hence under such an environment, a new marketing paradigm is being developed where competitiveness is no longer based on the traditional 4Ps idiom but to include standards and customer information. 因此，在这种情况下，人们开始开发一种新的营销模式，在这种模式中，竞争将不因此，在这种情况下，人们开始开发一种新的营

23、销模式，在这种模式中，竞争将不再基于传统的再基于传统的4P4P营销理论。营销理论。 44注解注解：4Ps指代的是指代的是Product(产品产品)、Price(价格价格)、Place(地点，即分销或渠道地点，即分销或渠道)和和Promotion(促销促销)四个英文单词。这一理论认为，如果一个营销组合中包括合适的产四个英文单词。这一理论认为，如果一个营销组合中包括合适的产品，合适的价格，合适的分销策略，和合适的促销策略，那么这将是一个成功的营品，合适的价格，合适的分销策略，和合适的促销策略，那么这将是一个成功的营销组合，企业的营销目标也可以借以实现。销组合，企业的营销目标也可以借以实现。 回目录

24、第二页第二页 Passage B注释与翻译板1然而，网络营销利用在线网络和互动媒体的功能可以达到你然而，网络营销利用在线网络和互动媒体的功能可以达到你的营销目的。的营销目的。With traditional marketing techniques, all of these things are delivered in print format or in person. Internet marketing however, uses the power of online networks and interactive media to reach your marketing ob

25、jectives. No paper, no telephone calls, no in person appearances! Electronic versions of catalogs, brochures, white papers, data sheets etc. dont have to be printed, stored or shipped to your customers resulting in an enormous savings in printing and storage costs. And whats more, the cost of manpow

26、er. 白皮书白皮书 (正式报告正式报告)回目录注释与翻译板第三页第三页 12更新目录，小册子以及你所编写的任何其它营销附属品目录都可以在网上更新目录，小册子以及你所编写的任何其它营销附属品目录都可以在网上以闪电式的速度完成。以闪电式的速度完成。 4注解注解：此处动名词短语此处动名词短语Updating catalogs, brochures and any other marketing是句子主语；介词短语是句子主语；介词短语as needed online a和和 in lightning speed均均为方式状语。为方式状语。 Updating catalogs, brochures a

27、nd any other marketing collateral you produce can be accomplished as needed online and in lightning speed. You can reach more customers than ever before. Theres no postage or courier charge to pay. Distribution costs are the same whether you reach one or one million. Thats quite different in traditi

28、onal marketing.For little or no cost, you can have several electronic versions of the same catalog customized to meet the needs of different audiences为满足不同顾客的需求，你只需极少的费用或许分文不用地替所定制的同为满足不同顾客的需求，你只需极少的费用或许分文不用地替所定制的同一产品目录做出若干不同的电子版本。一产品目录做出若干不同的电子版本。 44注解：注解：此句运用了此句运用了have sth. done 的结构，即的结构，即“have el

29、ectronic versions customized”(制定出电子版本制定出电子版本)，因此过去分词，因此过去分词“customized”用作宾补。那么用作宾补。那么不定式不定式 to meet the needs of different audiences ”自然就成了目的状语。自然就成了目的状语。 宣传资料宣传资料回目录Passage B课文学习完毕课文学习完毕 注释与翻译板Internet marketing is more effective than traditional marketing. More and more folks are logging on to bro

30、wse and shop. Whether Internet marketing or traditional marketing ,the fact is that the more consumers that see your message, the more that will respond to it, while Traditional marketing relies on demographics. Internet market offers so many varieties of innovative options. Not only does it offer t

31、he display advertising options long available in other media, but you can also pay for search engine optimization, for banner and bullet advertising, for pop-ups, for affiliations and so many other non-traditional marketing techniques. Theres nothing easier than making a purchase on the Internet. Th

32、e number of customers搜索引擎优化搜索引擎优化 插入式广告插入式广告回目录7.6.1 Tell whether the following statements are (T) or false (F) 7.6 Activities 1Internet marketing carried out in a computer-mediated environment, its platform is online and its scope is global. 2Traditional marketing techniques deliver goods online. 3

33、Whether Internet marketing or traditional marketing, the fact is that the more consumers that see your message, the more that will respond to it. 4Internet marketing offers so many varieties of innovative options for it is based on the traditional 4Ps. . 5There are so many traditional marketing stra

34、tegies such as: banner and bullet advertising, pop-ups, affiliations etc. TFTFF回目录7.6.2 Match the English on the right with Chinese on the leftEnd1 affiliation A 人口统计资料 2 innovative options B 电子版本 3 demographics C 市场模式 4 electronic versions D 创新选项 5 marketing paradigm E 会员制 回目录Enquires and RepliesIt

35、 is necessary for the businessman to receive the information before he buys a particular product. He may ask for a catalogue, price list, samples sample book or ask for an offer, etc. A letter of enquire should be written briefly, clearly and politely to the point. And the reply to an enquiry should

36、 be accurate, positive and prompt. Meanwhile, you can emphasize your products or good services in the replies. 回目录7.7.1 Sample 1 A Letter of Enquiry 询盘信询盘信 Dear Sir,Ladies and childrens shoesWe need a section of Ladies and childrens shoes in leather and P.V.C. for our workshop, and understand that y

37、ou are able to fabricate individual items to customers requirements.The enclosed drawing gives the dimensions and other specifications of the piece. Could you indicate as soon as possible whether you could make this item? We could then work out the details so you could prepare and estimate. We look

38、forward to hearing from you in the near future.Truly yours一批一批聚氯乙稀（聚氯乙稀（PVC）是目前世界五大通用塑料品种之一，其塑料制品广泛应用于）是目前世界五大通用塑料品种之一，其塑料制品广泛应用于工业、农业、交通运输、国防、民用建筑及人民生活等各个方面工业、农业、交通运输、国防、民用建筑及人民生活等各个方面 回目录7.7.2 Sample 2 A Letter of Replies 答复信 Dear Mr. RidgeAvailability of Ladies and childrens shoesThank you for yo

39、ur enquiry.This line is still available, but subject to four weeks delivery from the date an order is received.Recommended retail price is $89 per set with 25 per cent trade discount, shipping paid. We should quote more favorable terms for stock orders for five or more sets.Sincerely yours回目录7.7.3 U

40、seful Expressions(1) If you order for 5,000 sets, we would grant you 10% discount. 如果你方能订购如果你方能订购5000台，我们将给予台，我们将给予10%的折扣。的折扣。(2) We have much pleasure in enclosing a quotation sheet for our products, and trust that their high quality will induce you to place a trial order. 我们很高兴地随信附寄给您我们产品的报价单，相信该产

41、品的优质质我们很高兴地随信附寄给您我们产品的报价单，相信该产品的优质质量会吸引你们试销订购。量会吸引你们试销订购。(3) If your price is reasonable and delivery is superior to other suppliers, we will be pleased to place an order with you. 如果贵方价格合理，交货优于其它供应商，本公司将很乐意订购。如果贵方价格合理，交货优于其它供应商，本公司将很乐意订购。(4) It would be appreciated if samples could be forwarded to

42、us. 如能寄来样品，如能寄来样品， 我们将十分感谢。我们将十分感谢。(5) All quotations are subject to our final confirmation. Unless otherwise stated or agreed upon, all prices are net without commission. 所有报价以我方最后确认为准。所有报价以我方最后确认为准。 除非另有规定或经双方同意，除非另有规定或经双方同意， 所有所有价格都是不含佣金的净价。价格都是不含佣金的净价。回目录(6) Your attention is drawn to the fact t

43、hat we have not much ready stock on hand. Therefore, it is imperative that, in order to enable us to effect early shipment, your letter of credit should be opened in time if our price meets with your approval. 请注意我方现货不多，请注意我方现货不多， 如同意我方报价，如同意我方报价， 希及时开出信用证，以希及时开出信用证，以便我方尽快安排装运。便我方尽快安排装运。(7) Now that

44、 weve already made an inquiry about your articles, will you please reply as soon as possible? 既然我们已经对你们产品询价，可否尽快给予答复？既然我们已经对你们产品询价，可否尽快给予答复？(8) Enquiries are so large that we can only allot you 200 cases. 询盘如此之多，我们只能分给你们询盘如此之多，我们只能分给你们200箱货。箱货。(9) If your prices are favorable, I can place the order

45、right away. 如果你们的价格优惠，我们可以马上订货。如果你们的价格优惠，我们可以马上订货。(10) In order to give you general idea of products that we managed, we enclose a complete set of letters showing specifications and means of packing. 为了使你对我们经营的产品有一个概念，兹附上一整套注有规格和为了使你对我们经营的产品有一个概念，兹附上一整套注有规格和包装的活页说明书。包装的活页说明书。回目录End7.7.4 Writing Prac

46、tice 敬启者：敬启者： 很高兴接到您三月九日的询问函，依照您的要求，我们随函附很高兴接到您三月九日的询问函，依照您的要求，我们随函附上贵公司索要的图解目录及价格表一份，相信您会很感兴趣。上贵公司索要的图解目录及价格表一份，相信您会很感兴趣。 我们的产品价格优于市面上同类产品的价格，且质量保证。我们的产品价格优于市面上同类产品的价格，且质量保证。 由于市场需要量很大，故您想保证在五月之前交货，应尽快提由于市场需要量很大，故您想保证在五月之前交货，应尽快提出您的订单。出您的订单。 盼尽早接到您的指示。盼尽早接到您的指示。Write a letter with the given informa

47、tion:回目录Access to Web and WebsiteThe Web offers a rich array of content and services. Just spend a few minutes learning how to make the most of your surfing experience and you are sure to find great fun in it. The World Wide Web (WWW) is a collection of electronic documents that are linked together

48、like a spider web. These documents are stored on computers called servers located around the world. The Web has evolved into a global electronic publishing medium and increasingly, a medium for conducting electronic commerce. Web pages are stored on web servers located around the globe. Entering the

49、 URL(Uniform Resource Locator) of a web page in your web browser or clicking a link sends a request to the server which hosts the page. The server sends the web page to your computer and your web browser displays it on your screen. A web page (such as the one you are looking at now) is an electronic

50、 document written in a computer language called HTML (Hypertext Markup Language). Web pages can contain text, graphics, video, animation, and sound, as well as interactive features, such as data entry forms. 回目录Each page has a unique address known as a URL (Uniform Resource Locator), which identifies its location on the se