Unit1PromotingActivities-实

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 business3. Describe a product1. Some basic promotion methods2. Product prospectusesSection Section Section Section Follow the SamplesIntroductionAct OutBusiness Communicati

2、onPut in UseIn 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 your own creativity. They can

3、 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.IntroductionBack Chair: Ladies and gentleme

4、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 possib

5、le 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 custom

6、ers 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 & D (Research and Development) (研发) team of the company?Mr. Wang: They are very efficient.Follow the Samples1 About the Potentials of a

7、 New Model of Digital TV SetMiss Gao: What should we do now to speed up the marketing procedure of our digital TV sets? George: A lot should be done at present. First, we should make some estimates on packaging. Many products sell better simply because of their attractive-looking package.Miss Gao: T

8、hats true. Well start doing this as soon as possible. What else should be done? George: Next, I find that a good advertisement always contributes to the success of a product. Therefore we should run a good advertising campaign immediately.Miss Gao: What a great idea! Well have this done in no time.

9、George: If we are lucky, well beat our competitors within a year or two.Miss Gao: But their products wont be staying on the shelves of supermarkets for nothing. We have no reason to feel relaxed. George: Thats right.Back2 About Packing and AdvertisingAct OutHere is a group of short dialogues. Follow

10、 the examples and make more conversations with your partner.BackPut in Use1 Suppose you are the head of the R & D Section. You are talking with the General Manager (GM) about applying for a patent on a new model of CD player. Complete the conversation by translating the Chinese into English.You: Mr.

11、 Li, this is the new CD player weve just developed. _ (说打算申请专利). GM: Wonderful! Youve done an excellent job. 2 _ _ (问是否已经做好了申请专利的必要准备)? You: 3 _ _ (说机型还要做最后试验，但图纸已经准备妥当). GM: 4 _ (问申请专利需要多长时间)?You: At least a couple of months, I think.How long will it take to get the patentWe are going to apply for

12、a patent on it Have you made the necessary preparationsThe model has yet to undergo/receive the final test, but the technical drawings are ready2 Complete the following dialogue by translating the Chinese into English. Ms. Li: Mr. Hu, _? (你的市场调研结果如何?)Mr. Hu: As far as I can see, 2 _ _. (迷你型手机在市场上卖得很

13、好。) Ms. Li: 3 _ _? (你认为这种新型的手机会取代老式的手机吗?)Mr. Hu: Yes, I believe so. Ms. Li: Why do you think so?Mr. Hu: Well, you see, with the fast development of modern technology, 4 _. (人们的生活状况在最近几年得到了很大改善。) Likewise, 5 _. (他们的消费观念也在迅速发生变化。) Smart and handy mobile phones have become a necessity for many people,

14、young people in particular. Ms. Li: I see. 6 _. (所以你相信手机的潜在市场一定会很大。)Mr. Hu: Exactly.So you believe the potential market for them will be quite largewhat findings have you got from the market research the mini-type of mobile phones are selling well in the marketDo you think this new type of mobile ph

15、ones will take the place of the old onespeoples living conditions have greatly improved in recent yearstheir views on consumption are also changing rapidly Clerk: Good morning, sir. Welcome to our booth. What products _?Customer: We are particularly interested in your new video cameras. Could you te

16、ll me 2 _? Clerk: Sure. We have two models: the Compact and the Super. Which 3 _?Customer: The Super. Clerk: What do you want to know, 4 _ ?Customer: Well, actually both. We are interested in both the functions and the price. Clerk: In that case, let me 5 _ the 3.1 MP video camera. Here it is. Its a

17、 best seller in the market.Customer: 6 _? Clerk: US$ 380 per unit.Back3 At an exhibition, a customer is interested in some new models of video camera. Now he is talking with the clerk about them. Complete the dialogue by filling in the blanks.Whats your price on that / Whats the priceare you interes

18、ted insomething about themmodel do you prefershow youthe functions or the price Business CommunicationGraphic Presentation4 The following chart is about the sales of the Digital Voice Recorder in an ABC company. Look at the chart carefully and get ready to say something about it in the group.Key: It

19、 can be seen clearly from the chart/graphic that the sales of the Digital Voice Recorder have undergone some changes in the past 6 years. The sales showed a significant increase between 2004 and 2006, rising from 2 000 to 3 500 units, but it then began to decline all the way to the year 2008, reachi

20、ng its bottom at 1 000 pieces. Although this was followed by a small rise in the year 2009, we can still predict that this product is going to be outdated soon.BackListen and RespondListen and JudgeListen and ReadListen and TranslateListen and Judge1 Listen to a dialogue and decide whether the follo

21、wing statements are true (T) or false (F). Write T/F accordingly.( ) 1 The man wanted to buy a sports car for his daughter.( ) 2 The daughter came with her father to choose the car.( ) 3 There is only one colour available for the new model.( ) 4 There is no specially designed model for girls.( ) 5 Y

22、oung people nowadays prefer to follow the fashion of owning the same model of sports car.( ) 6 The mans daughter is going to be 20 years old.( ) 7 This new model is very popular with young people.( ) 8 The man paid 40 000 yuan for the car. Salesgirl: Good evening, sir. Can I help you?Mr. Brown: Yes.

23、 Im very much interested in your new range of sports cars. Can I have more information about them? Salesgirl: Yes, of course, sir. What exactly would you like to know?Mr. Brown: How many models do you have? Salesgirl: Only one, sir. But we have six colours available black, white, red, green, blue an

24、d grey. And this model is of the latest fashion. There is a fair market for it at the moment.Mr. Brown: Do you have a model specially made for girls? Salesgirl: No. We find that the young people nowadays want just the same model.Mr. Brown: I see. How long have you been marketing the new model? Sales

25、girl: About three months, sir. But its very popular with youngsters.Mr. Brown: How much does it cost? Salesgirl: The recommended retail price is 208 600 yuan (RMB).Mr. Brown: How much is the down payment if I choose to buy in installments? Salesgirl: 40 000 yuan.Mr. Brown: Good. I think Ill buy one

26、for my daughter for her 20th birthday. Salesgirl: Ill be expecting your coming soon, sir.BackListen and Respond2 Listen to the dialogue again and give short answers to the following questions.1) Where did the conversation most probably take place?2) Why did the man want to buy the car?3) How many sp

27、orts car models are there in the store?4) How long has the new model been for sale?5) What was the recommended retail price?6) How would the man prefer to pay?In an automobile store.To give it to his daughter as a birthday gift.Only one.About three months.RMB 208 600 yuan. In installments. Salesgirl

28、: Good evening, sir. Can I help you?Mr. Brown: Yes. Im very much interested in your new range of sports cars. Can I have more information about them? Salesgirl: Yes, of course, sir. What exactly would you like to know?Mr. Brown: How many models do you have? Salesgirl: Only one, sir. But we have six

29、colours available black, white, red, green, blue and grey. And this model is of the latest fashion. There is a fair market for it at the moment.Mr. Brown: Do you have a model specially made for girls? Salesgirl: No. We find that the young people nowadays want just the same model.Mr. Brown: I see. Ho

30、w long have you been marketing the new model? Salesgirl: About three months, sir. But its very popular with youngsters.Mr. Brown: How much does it cost? Salesgirl: The recommended retail price is 208 600 yuan (RMB).Mr. Brown: How much is the down payment if I choose to buy in installments? Salesgirl

31、: 40 000 yuan.Mr. Brown: Good. I think Ill buy one for my daughter for her 20th birthday. Salesgirl: Ill be expecting your coming soon, sir.Back As you know, Baobao Company has been producing 1 _ products for over 2 _ years, and our “Baobao Soap” has been 3 _ popular with both young and old 4 _. Now

32、, a new type of soap, “Baobao Soap-II”, has been produced. This new type of soap not only keeps all the softness and gentleness of our existing “Baobao Soap”, but also has a new 5 _ made from special 6 _. The new bars of soap are 7 _ and will give you a more oily, 8 _ feel. As a result, your skin wi

33、ll greatly 9 _ from using the soap on your hands. And the same will be true of your face and body. Continuous use of our soap will also make you feel 10 _. It will give you new energy and strength. In short, it will refresh you entirely. Listen and Read3 Now listen to something more challenging a pa

34、ssage with some blanks for you to fill in. A glance beforehand at the word list provided below will be of some help to you.less tired and less sleepywashing ten/10extremelycustomersfresh smell ingredients largerthicker benefit BackListen and Translate4 You are going to listen to a short passage and

35、you should try to translate what you hear into Chinese orally.Key: 2008 2008年年1 1月的销售额急剧攀升，截止到月的销售额急剧攀升，截止到2 2月已销售了月已销售了4 0004 000台液晶台液晶电视。直到电视。直到6 6月，销售额一直保持稳定。月，销售额一直保持稳定。7 7月，销售额急剧下降到月，销售额急剧下降到1 7501 750台，但在此之后台，但在此之后9 9月的销售额又一次陡升到月的销售额又一次陡升到3 2503 250台。之后直到台。之后直到20082008年年底，销售额一直稳定上升。这种健康的走势对公司来

36、讲的确是好消息。底，销售额一直稳定上升。这种健康的走势对公司来讲的确是好消息。Back In the first month of 2008 the sales figures climbed dramatically. 4 000 LCD TV sets had been sold by February. Then sales remained steady until June. In July there was a sharp fall to 1 750, but, after this, there was another steep rise to 3 250 in Septem

37、ber, and then a steady increase until the end of 2008. This healthy trend is really good news for the company.BackSimulate and Create Write Through Correcting MistakesRead and CompleteRead and TranslateWrite Through TranslationWrite Through Describing a PictureRead and SimulateRead and Simulate1 Rea

38、d the following two samples of product prospectuses carefully and learn to write your own.BackSimulate and Create2 Complete the table based on Sample 1.Cotton slippersTotes Co., Ltd.The savings and the comfortCottonHalf of the competitors/Twice oursMen, women and childrenBlack, grey and brownWhite,

39、pink and blueRed, yellow and orangeBack “Lekoufu” dried beef is made of fresh beef, sugar, salt and natural spices. It was first 1 _ 1937, but now it is a 2 _ and a recognized 3 _ in the country. The dried beef is 4 _ with a unique process and skill, which has ensured its 5 _ flavour. Because of thi

40、s, the dried beef has been enjoying 6 _ since its first launch in the market. The gold medal for Good 7 _ and the certification as 8 _ are only a few of the series of 9 _ it has won. The shelf life of 10 _ is 12 months.Read and Complete3 Complete the product prospectus below, using the clues given.t

41、he dried beefmade intraditional productfamous brandmanufacturedspecial and tastya high reputationHealth Foodthe best sellerawards and medalsBackKey: The high-quality “Ganmei” green tea series is made from young and tender tea leaves picked on high mountains in early spring. The leaves are processed

42、with exquisite technology. This series of tea is fine in shape, green in colour, fragrant in smell, and mellow in taste. For its remarkably refreshing effects, it provides a healthy drink for both the old and the young. It has been well received as an ideal natural green drink as well as a wholesome

43、 beverage.Read and Translate4 Translate the following product prospectus into English.“甘美甘美”系列优质绿茶选用高山早春嫩芽为原料，生产工艺考究系列优质绿茶选用高山早春嫩芽为原料，生产工艺考究（exquisiteexquisite），产品形美色绿，气味芬芳，味道甘美（），产品形美色绿，气味芬芳，味道甘美（mellowmellow）。本品具有）。本品具有明显的提神（明显的提神（refreshingrefreshing）功效，是老少皆宜的饮品，该产品被誉为理想的）功效，是老少皆宜的饮品，该产品被誉为理想的纯天然

44、绿色饮品（纯天然绿色饮品（beveragebeverage）和健康饮品。）和健康饮品。Back Describing the Selling Points When introducing a product, it is necessary to describe its features and strong points. However, big words and exaggeration may spoil the authenticity (真实性) of the product. Therefore, it is extremely important to choose ap

45、propriate words to describe the selling points of a product. Describing the Selling PointsBack5 Put the underlined parts in the correct form.Write Through Correcting Mistakes5 Put the underlined parts in the correct form.Write Through Correcting MistakesKey: “Jiejing” 6865 vacuum cleaner is one of t

46、he best selling products of Meijia Household Co., Ltd. This type of vacuum cleaner has been on sale for over six years. A dual airflow has been purposely designed to form along the front and back of the rotating floor brush. This unique design reduces dirt pieces that are dispersed back onto the flo

47、or surface. Because of its unique design and outstanding performance, we have received a lot of compliments from our customers. With a 2-litre capacity for its dust-bag, a 10-metre-long cable, a 1-year manufacture warranty and a 3-piece in one set tool storage, this vacuum cleaner will certainly hav

48、e a bright future.BackWrite Through Translation6 Translate the following passage into English.驾车时接听电话不用再紧张了。你不必一手掌握方向盘，一手握着手机打驾车时接听电话不用再紧张了。你不必一手掌握方向盘，一手握着手机打电话。只需将这个方便的手机固定器置入你车内的点烟器插座里，你就可电话。只需将这个方便的手机固定器置入你车内的点烟器插座里，你就可以两手紧握方向盘，两眼注视前方道路，一边通话，一边安全驾驶汽车。以两手紧握方向盘，两眼注视前方道路，一边通话，一边安全驾驶汽车。通过车上的无线电喇叭，你会清

49、晰地听到对方的谈话。它适合任何一种型通过车上的无线电喇叭，你会清晰地听到对方的谈话。它适合任何一种型号和款式的手机，使用十分简便，可以从一辆车换到另一辆车上。号和款式的手机，使用十分简便，可以从一辆车换到另一辆车上。Key: Stop straining to hear phone conversations in your car. Stop holding the steering wheel with one hand while you hold your cell phone in the other. Just plug this handy cell phone holder i

50、nto the cigarette lighter of your car, and you can have telephone conversations while driving safely with both hands on the wheel and your eyes on the road. Youll hear conversations loud and clear through your cars radio speakers. It works with every make and model of cell phone. So simple to use, y

51、ou can take it with you from vehicle to vehicle.BackWrite Through Describing a Picture7 You are required to write three short paragraphs entitled “Stylish iPod Shuffle” for an advertisement in a students newspaper. An outline is given below for your reference.Write Through Describing a PictureWrite

52、Through Describing a PictureWrite Through Describing a PictureBackRead and ThinkRead and CompleteRead and TranslateRead and SimulateRead and JudgeRead and TranslateRead and RewriteDan Ariely Dan Ariely (born in 1968 in New York) is an Israeli American professor of psychology and behavioural economic

53、s. He teaches at Duke University and is the founder of the Centre for Advanced Hindsight.Behavioural economics Behavioural economics and its related area of study, behavioural finance, use social, cognitive and emotional factors in understanding the economic decisions of individuals and institutions

54、 performing economic functions, including consumers, borrowers and investors, and their effects on market prices, returns and the resource allocation. The fields are primarily concerned with the bounds of rationality of economic agents. Behavioural models typically integrate insights from psychology

55、 with neo-classical economic theory. Behavioural analysts are not only concerned with the effects of market decisions but also with public choice, which describes another source of economic decisions with related biases towards promoting self-interest.Richard Thaler Richard H. Thaler (born in 1945,

56、in New Jersey) is an American economist. He is perhaps best known as a theorist in behavioural finance, and for his collaboration with Daniel Kahneman and others in further defining that field.Back Any manager of a company that deals with certain products or services successfully is a master of usin

57、g pricing decoys and reference prices. So lets count the ways managers defend themselves with pricing:Price decoys Decoys, in marketing, are products, 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. E

58、conomist Dan Ariely gives the classic example of a Realtor who shows you a home that needs a new roof, right before taking you to a higher-priced house she really wants to sell. Its hard to tell if a $400 000 colonial house is a good deal but compared with a $380 000 home that needs work, it looks q

59、uite good. Now consider, $499 for a palm computer? Well, compared with a smaller one with fewer features, it suddenly looks great. Creative Strategies Prompt Consumers to Buy, Buy, BuyBack Decoys explain why a company that sells electronic products often sells each gadget in a pricing series, such a

60、s a new palm computers $229, $299, and $399 price points for different storage capacities. You may gladly spend $229 to get a hot media player, thinking 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 f