商务英语课件及考试题型

1、剑桥商务英语课程（第三版）Coursedescription（课程描述）1. ThiscourseinBusinessEnglishwillimprovestudentsfluencyoftheEnglishlanguagetoanadvancedlevelandallowthemtoentertheworldofinternationalbusiness2. ThiscoursealsogivesstudentstheopportunitytolearnthespecialistvocabularytheyneedtointeractthroughEnglishinadailyworking

2、environment.二.Contentarrangement（内容安排）Module1Waysofworking* 6-7.Reading：Howtojob-share* 10.MakingcontactsReading:Life'sallaboutmakingconotionsModule2Companybenefits.?16-17Reading:IsworkingforXeroxtoogoodtobetrue?Module3Startingabusiness.加26-27Reading:WewannaholdyourhandModule4Advertising* 38Read

3、ing：Advertisingstandards?P40ReadingHowtodelegateP42,43ReportWritingModule5Theworkplace* 46Reading：ArtatworkModule6Recruitment?56Reading：Employmentnews?P60-61Clickingthehabit?p62internalcommunicationandemails?65Reading:ToomuchworkisahealthhazardModule7Sales*67Reading:Notsoldonsales?p68theworstjobinth

4、eworld?p70sellingreading:howtosell?module8training?p76trainingcoursesModule9Branding*87Reading:What'sthatsmell?Module10Management?p96reading:howmadonnamanagedsuccessModule11Ethiceconomics?p114reading:sellingyourselfonpaper:howtowriteacoverletterModule12Businesslaw?p117colorfulcases三.语言点Module1.P

5、7Howtojob-share1.fitinwith同-一致；同一合得来；适合，符合，适应(1) I'lltrytofitmyarrangementinwithyours.我将努力使我的安排与你的一致。(2) Newmembersmustfitinwiththerestofthecommittee.委员会新委员必须和其他委员和睦相处。2 .handover交出,移交(1) Thepresentleadershavetodecidewhethertostanddownandhandovertoayoungergeneration.现任领导层必须决定是否应退居二线，把重任移交给更为年轻的一

6、代。(2) Iwouldn'tdarehandthisprojectovertoanyoneelse.我不敢把这个项目移交给任何其他人负责。(3) Theywouldliketohandovertheirfinancialaffairstoanotherbody.他们想把自己的财务移交给另一个机构管理。3 .playto有助于，发挥(1) Everyone'spotentialisunlimited,thekeyistofindastageandgivefullplaytotheirpotential.每个人的潜能是无限的，关键是要找到一个能充分发挥潜能的舞台(2) Bydes

7、igningtheapplicationinthisway,youenableeachpartofyourarchitecturetoplaytoitsstrengthsandmitigateitsweaknesses.通过这种方式来设计这个应用程序，能使体系结构中的各个部分发挥各自的优势并减轻弱点。4.1 ntermsof就一而言，从一方面说来(1) Hereferredtoyourworkintermsofhighpraise.他对你的工作大加赞扬。(2) Ourgoodscompeteintermsofproductquality,reliabilityandaboveallvariet

8、y.我们的产品靠质量、信誉，尤其是品种的多样化来竞争。(3) Thisisanecologicalapproach,theoccurrenceofdiseaseisexaminedintermsoftheinterrelationshipbetweenmanandhistotalenvironment.根据人群与其总环境的相互关系对疾病的发生进行调查。5.makeupfor补偿(1) Nothingcanmakeupforwhattheyhavesuffered.什么也不能补偿他们所受的痛苦P10Lifesallaboutmakingconnections1 .event(1)事件，大事CWi

9、nningthescholarshipwasagreateventintheboy'slife.赢得这项奖学金是这个男孩一生中的一件大事。(2)(比赛)项目CWhicheventshaveyouenteredfor?你参加了哪些比赛项目？(3)(可能的)情况theS(4)后果，结果C2 .bringin:引入；请来；邀请(1) Thefirmdecidedtobringinanewmanagementteam.该公司决定聘请新的管理团队。(2) Weshallhavetobringinprofessionaladviserstohelpustocostoutthisjob.我们不得不找

10、一些专业顾问来帮助我们估计一下这项工作所需要的费用。(3) angefrom-to(在一到一内)变动(1) Theroomratesatthismotelrangefrom$30to$50perday.这个汽车旅馆的房价每天从30美元到50美元不等。(2) Theconversationtopicsofthestudentsrangefromculturetopolitics.学生们谈论的话题涉及文化和政治4.givepriorityto认为把优先权给予(1) Manydevelopmentstrategiesnowgiveprioritytoagriculturalandruraldevel

11、opment.现在，许多发展战略都把农业和农村的发展放在优先地位。(2) Healwaysgivesprioritytoothersratherthantohimself.他总是优先考虑别人而不是自己本身。Module2P17IsworkingforXeroxtoogoodtobetrue?1 .beamazedatX:(.感至原讶(1) Youwillbeamazedattheprogresswehavemade.你将会对我们的进展感到有所惊讶。(2) Withagoalinmind,youwillbeamazedathowstimulatedandupliftedyoufeel.心中有了目

12、标，你会吃惊地感到你是多么地情绪高昂和精神振奋2 .Takewithapinchofsalt半信半疑，不完全相信(1) MaybeIhavetotakewithapinchofsalt.ButImusttakecareofmyselfnexttime,orIwilltakeonbigresponsibilityforthis.或许我只能半信半疑了(我只能这样接受了)，但是下一次我必须要自己小心点，否则我将因此承担很大的责任(2) Youshouldtakewhathesayswithapinchofsalt.你不应完全相信他的话。3 .takeitserious认真对待(1) Wemustta

13、keaseriousattitudeinsummingupourwork,andnotjustmakeitamereformality.总结工作要认真，不要走过场。4 .takeon雇用;录用(1) He'sspokentoapublishingfirm.They'regoingtotakehimon.他和一家出版公司谈过了，他们打算雇用他。(2) Nootherorganizationwasableorwillingtotakeonthejob.没有任何别的组织有能力或愿意承担此项工作。5 .putin,花费，付出(时间、精力等)；(1) They'veputinti

14、meandefforttokeepthestrikegoing.他们花费了很多时间和精力以使罢工持续下去6 .appealto诉诸武力；向一投诉；向-呼吁；对一有吸引力(1) Smokinganddrinkingdon'tappealtome.烟、酒与我无缘(2) Brightcolorsappealtosmallchildren.小孩喜欢鲜艳的颜色。(3) Thetwodisputingcountriesdecidednottoappealtoarms.这两个有争端的国家决定不诉诸武力。Module3P26Wewannaholdyourhand1 .chargev.向收费；索要(钱)

15、；要价(公开)指责，谴责(1) Somebankschargeifyouaccessyouraccounttodetermineyourbalance.有些银行对查询账户余额要收费。(2) Hechargedtheministerwithlyingabouttheeconomy.他指责部长在经济问题上撒谎。2 .getinto从事；致力于养成一种习惯(1) Hewaseagertogetintopolitics.他渴望进入政界(2) It'smucheasiertogetintoahabitthanquitit.养成一种习惯比改掉一种习惯容易得多。3 .makeuseof利I用(1)

16、Wemustmakeuseofouruntappedreservoirsoftalent.我们必须利用我们尚未利用的人才。(2) Theymakeuseofadvertisementstoplugthenewproduct.他们利用广告广为宣传这种新产品。4 .takeaway剥夺；拿开；减去；使停止(1) I'llgiveyousometabletstotakeawaythepain.我给你些药片止痛。5 .ratherthan而不是(1) Ialwayspreferstartingearly,ratherthanleavingeverythingtothelastminute,我总

17、是愿意早开始而不愿意把所有事情都留到最后才做。(2) Theparentsshouldbeblamedratherthanthechildren.受到责备的应该是父母而不是孩子。6.1 aunchv.发动；开展(活动、计划等(1) Thepolicehavelaunchedaninvestigationintotheincident.警方已对该事件展开调查。(2) Marks&SpencerrecentlyhiredmodelLindaEvangelistatolaunchitsnewrange.玛莎百货最近聘请模特儿琳达埃万杰利斯塔为其发布新系列产品。Module4p38Advert

18、isingstandards1 .respondto对-作出反应回答;对-有某种反应感觉，表现;顺从，服从；响应(1)DidMother'slegrespondtotreatment?妈妈的腿治疗后是不是产生效果了？plainabout抱怨(1) Youngpeoplesometimescomplainaboutnotbeingabletocommunicatewiththeirparents.年轻人有时抱怨无法与父母沟通思想。(2) Singaporestudentsoftencomplainaboutthetremendousstressofschoolwork.新加坡的学生常常抱

19、怨学校生活的压力太大。Module4p40Delegating1 .delegate:授(权);把委托给(+to)(1) Thedirectordelegatedalltheroutineworktohisexecutivestaff.主任把日常工作全部交给手下的行政人员去做。2 .riseto对一做出热烈反应；向一欢呼(或喝彩)：(1)Attheendofthegame,theaudiencerosetotheirexcitingexhibition.比赛结束时观众对他们的精彩表演热烈地欢呼鼓掌。3 .checkup检查，调查(1)Wewillcheckupassoonaspossiblea

20、ndlethimknowtheresult.我们将尽快进行调查，并把结果通知他。4 .ontheirown独自(1) Formanyoldpeoplelivingontheirownthetelephoneistheirlifelinetotheoutsideworld.对许多独居的老年人来讲，电话是他们与外界联系的生命线。(2) Fatherandmotherworked,andchildrenhadtoomuchtimetospendontheirown.为此两人都要工作，孩子们自己支配的时间太多。Module5P50-511 .participatein参力口，力口入(1) We,too

21、,cherishtheopportunitytoparticipateinthedecision-makingprocess.我们也珍视参加决策过程的机会。(2) Alltheteachersparticipatedinthechildren'sgames.所有的教师都参加孩子们的游戏。2 .goalongwith达成，(1) Ican'tgoalongwithyouinthismatter.在这件事情上我不能同意你的意见。(2) He'llgoalongwithyou.他将陪你一起去Module6.p56Recruitment1 .applyfor申请(1) Ifyo

22、uwanttoapplyforajobattheofficewhereIwork,I'llputinagoodwordforyou.如果你想申请我所在单位的工作，我可以替你美言几句。2 .goinfor从事，参加；爱好(1) Moststudentsinourclassgoinforscientificactivities.我们班上大多数学生参加各项科学活动。(2) Whatkindofrecreationdoyougoinfor?你在文娱方面有什么爱好？3 .commenton就-发表看法评论;评说；评论；品评(1) DowningStreethassofarrefusedtocom

23、mentonthesereports.英国政府对这些报道迄今不予置评。(2) Theministerrefusedtocommentpubliclyontheseclaims.部长拒绝公开评论这些要求。4 .givenotice通知(1) IfthesuspensionaffectsthewholeoftheWorks,theContractormaygivenoticeofterminationunderSub-Clause16.2TerminationbyContractor.如果此类暂停影响到整个工程，承包商可根据第16.2款【承包商提出终止】发出通知，提出终止合同。p61Clickin

24、gthehabit1.1 nthecaseof就.而言，在情况下(1) Inthecaseofthesechildrenthatdocumentisalie.就这些孩子而言，这个证明是假的。(2) It'sthekindofstorywethinkofasmyth.ButinthecaseofLincoln,thestoryistrue.我们把这类故事视为神话，但就林肯来说，这故事却是真实的2.regardlessof不顾，不惜(1) RegardlessofhowoftenIcorrecthim,healwaysmakesthesamemistake.不管我怎样经常告诫他，他总是犯同

25、样的错误。(2) Hewenttotherescueofadrowningchildregardlessofhispersonalsafety.他为了抢救落水儿童，把个人安危置之度外。3.1 eadto导致(1) Ingivenconditions,abadthingcanleadtogoodresults.在一定条件下，一件坏事可以导致好的结果。(2) Thiselectionresultcouldwellleadtofurtherbloodshed.这个选举结果很可能导致再发生流血冲突。p65.Toomuchworkisahealthhazard1 .getakickoutofsth得到乐

26、趣(1) Somepeoplegetakickoutofthedangerinmotorracing.有些人从赛车的惊险中寻求刺激。(2) OurofficereallygetsakickoutofGary,thenewmember.She'salwaystellingjokesandmakinguslaugh.我们办公室因为新同事Gary而获得极大的乐趣。她总是讲些笑话使我们笑起来。)2 .giveout分发，透露(1) Therewerepeopleattheentrancegivingoutleaflets.有人在入口处散发传单。(2) Hewouldn'tgiveout

27、anyinformation.他不愿透露任何消息。3 .adjustv.(改变以)适应，调整，校正；调准(望远镜等)，对准，校正，(1) Foreignerstakesometimetoadjusttoourwayoflife.外国人要花一些时间才能适应我们的生活方式.(2) Childrenaresensitivetodisapprovalandadjusttheirbehaviouraccordingly.孩子们对批评十分敏感，并会相应地调整自己的行为.4. Set-goals制定目标5. Available能找到的；可获得的(1) Since1978,theamountofmoneyav

28、ailabletobuybookshasfallenby17%.自1978年以来，可用于采购图书的经费已经减少了17%。(2) Therearethreesmallboatsavailableforhire.有3艘小船可供出租。P72.FaxLookforwardto:期望，盼望(1) Iamlookforwardtovisitingtheexhibition.我盼望能参观这展览。(2) Welookforwardtothereturnofspring.我们期待着春天的至U来。p67Notsoldonsale1.shakeoff摆脱(1) Hiscompanionshipmadeitpossi

29、bleformetoshakeoffmyshrinkingsensitiveness.他的相伴使我可以摆脱日渐衰微的敏感。(2) Hisself-confidencewasgraduallyreturningandhewasmanagingtoshakeoffhisdefeatistmood.他到底又渐渐恢复了他的自信力，他摆脱了失败的情绪，振起精神来，转取攻势2 .associatewith交往；使联系；结交；联合(1) Weassociatewithallsortsofpeople.我们同各种各样的人有交往。(2) Thepeopleweassociatewithdeterminetheq

30、ualityofourrelationships.与什么样的人交往决定了我们的人际关系。3 .fallinto分为(1) Thetopicfallsactuallyintothreesections.这个论题可自然分成三个部分。4 .payoff成功；赢禾U(1) Sandrawasdeterminedtobecomeadoctorandherpersistencepaidoff.桑德拉决心成为医生，她的坚持取得了成功。5 .haveimpacton对一有影响，对起作用，产生效果(1) Thenatureofthecropmayhaveanimpactontherateoftechnologi

31、calchange.作物的性质可能影响技术进步的速度。(2) Therecentinternationalfinancialcrisis,thewavecouldhaveimpactonChina'seconomy.近期国际金融危机的冲击波已经有可能使中国经济受到冲击。6 .bepassionateaboutX有激情(1) Ibelieveitisaskillandyoureallyhavetobepassionateaboutwhatyoudoinanordertostopfocusingontheworst.我相信这是需要技巧的，你要对自己所做的事情一直保持激情，这样就可以阻止你关

32、注其他事情。p70.Howtosell1 .turndown减少，关小；拒绝；驳回；(1) It'sunwiseofthemtturndowntheproposal.他们拒绝采纳这个建议是不明智的。(2) Ifyouarehotyoucanturntheheaterdown.如果你觉得热，你可以把暖气拧小。(3) Thedivorcerateturneddowninthe1950s.20世纪50年代离婚率下降了2 .gethungupon忧心忡忡(1) Ithinkthekeytotranslatingisnottogethungupontheliteralmeaning.我认为翻译的

33、关键是一定要忠实表达它的原义(2) Don'tgethunguponyourweight!Actuallyyoulooksoslim.不要再为你的体重忧心忡忡了，事实上你看上去很瘦了。P75ABCD1 .Attachto附属于，隶属于(1) Thoseareadvantagesthatattachtotheprofession.那些都是从事该职业的种种有利条件。(2) Hehopefullywaitedfortheadvantageswhichwouldattachtowealth.他满怀希望地期待伴随财富而来的好处。2.1 nchargeof/BeresponsibleforX:(.

34、负责(1) Whoisinchargeoftheadministrationofyourcompany?你们公司的行政工作由谁负责？3 .providesbwithsth提供(1) Thefirmhasprovidedmewithacar.公司供给我一辆车4 .Pushforward推进，推动(1) Wemusttightlyseizethecurrentstrategicopportunities,movewiththetimes,makeexplorationsandinnovations,andcontinuouslypushforwardreform,opening-upandthem

35、odernizationdrive.我们要紧紧抓住新世纪初的战略机遇期，与时俱进，开拓创新，继续把改革开放和现代化建设不断推向前进。P76Module8Trainingl.relyon依靠，依赖；信赖，指望(1) Don'talwaysrelyonotherstounderstandandsympathize.不要老是指望别人的理解和同情。(2) Itwouldbebettertorelyonourselvesthanonothers.与其求人，何如求己2.putemphasison强调(1)Heputtheemphasisoncreatingnewjobsafterforecasts

36、of8%unemploymentbytheendoftheyear.针对今年年底失业率将达到8%的预测，奥巴马强调了这会创造新的就业机会。P80TheimportanceoflisteningI.Calmdown冷静，镇静(1) Calmdown,there'snothingtoworryabout.冷静点儿，没有什么好担心的。(2) Calmdownforaminuteandlistentome.你安静一会儿，听我说。P87Module9What'sthatsmell?I.pickup拿起，拾起，捡起：无意地学会(技术、语言、游戏等)用车接载(人(1) Withthisinm

37、ind,thenexttimeyouneedabitoftimetoyourself,pickupabook.t己住这个方法，下次当你需要一点自我放松的时间时，你则可以挑选一本书来阅读。(2) Hewaspickinguptheskillsquickly.他正在很快地掌握技术。(3) Iwillpickyouupatthehotel.我去旅馆接你。P96.Module10Management1. teamupwith与某人合作，与某人协力，Internationaloilcompaniesroutinelyteamupwithstate-ownednationaloilcompaniestob

38、idforundevelopedassets.国际石油公司通常会与国有的国家石油公司联合收购未开发资产。P107Module11Ethicaleconomics1.Setaside:留出(1) Somedoctorsadvisesettingasideacertainhoureachdayforworry.一些医生建议每天留出一点时间来解决烦心事。(2) Thehotelmanagersetasidetwopleasantroomsforus.旅店经理给我们留出两间舒适的房间。2.1 rrespectiveof不考虑，不顾(1) Hemarriedher,irrespectiveofthewi

39、llofhisparents.他违背父母的意愿与她结了婚。(2) Wewillhavetheworkdone,irrespectiveofcost.不管花多大代价，我们也得要把这项工作办好。3 .endupdoingsth以(做)而告终；结果变成-；最后发展为(1) Imustplaymysparetimewell,orIendupdoingnothing.我必须善于利用空闲的时间，否则生命将会在无所事事中告终4 .Makeadifference有影响，有关系(1) Dosehisabsencemakeadifferencetoyourwork?假如没有他，对你的工作会有影响吗？(2) Itw

40、on'tmakemuchdifferencewhetheryougotodayortomorrow.你今天去还是明天去没有什么影响。P114Sellingyourselfonpaper1.Standfor代表11)WhatdoesEUstandfor?EU代表什么？2.Straightaway马上，立刻(1)Ithinkitwouldbeakindnesstotellhimthebadnewsstraightaway.我认为直截了当地告诉他这个坏消息倒是友好的行为。3.Signoff签字结束书信(1)I'vewrittenfartoomuchandhadbettersignof

41、f.我这封信写得太长了，最好就此落款结束。P117.Nogoogling,please1 .Makeadistinctionbetween区另U,区分(1) Wemustmakeacleardistinctionbetweenrightandwrong.我们必须分清是非。P122Howtowriteapressrelease1 .Takeover占上风，接管(1) Theysawanewpointofviewtakingover.他们看到一种新的观点正在流行。(2) Johnsontookoverthechairmanshipofthecommitteeyesterday.约翰逊昨天接任委员会

42、主席一职。2 .Handover交出Youmusthandoveryourpassportbeforeyouleave.离境前必须交回护照。MBA剑桥商务英语读考试范围及题型Part I. VocabularyandStructure(20%)词汇与结构(熟悉发给你们的课件上的例句、短语及课本上的部分常用短语单词)Part II. ReadingComprehension(30%)阅读理解(教材中1篇，课外2篇)(熟悉已上过的教材中的内容，尤其是p67,NotsoldonSales?及课外2篇，其中一篇事先将内容给你们，题目不给)附：课外阅读2篇：(1)MinistryofForeignTra

43、de19thJanuary,1993XiChanganStreetBeijing,ChinaDearSirs,ThisletterisinregardtothewindowglassbusinessbetweenourfirmandtheChinaNationalLightindustrialProductsImport&ExportCorporation,DarenBranchandtheDarenWindowGlassFactory.1. Ourtwosidessincerelyworkedinthepastandthewindowglassbusinesshasalreadybe

44、endonesuccessfully.However,thequantityofproductsdoesn'tmeetourrequirements.Thiscompanywantstodevelopthetradeandbusinessfurtherinthisline.Wenowexpecttobeginworkingwithalltheotherbranchesandwindowglassfactoriesonthesamebasis,pensationtrade.2. FortheU.S.A.market,werequireverylargequantitiesofsmallc

45、utsizes.Therefore,weareaskingyourpromptassistancetohelpusoutinexpandingglass-cuttingbusiness.Wewouldhighlyappreciateitifyoutakethismatterintoconsideration.Wearecertainthat,withyourpromptcooperation,ourpurchasesofChinesewindowglassforsaleintheU.S.A.marketwillveryquicklyincreasetoalargeandsubstantialv

46、olume.Withtheestablishmentofdiplomaticrelationsbetweenourtwocountries,thetimeisnowrightforaveryquickandlargeincreaseintradebetweenus.3. Foryourinformation,wearedoingeverythingpossibletocooperateinachievingourmutualgoalofmakingthewindowglassbusinessaverylargeone.Wehaveofferedtopurchasevariousequipmen

47、tforyourDairenfactorywhichwillincreaseitsproducts,improvequalityandraiseitsefficiency.Wehaveofferedtoacceptpaymentforthismachineryintheformofbuy-backofglass.Wehavealsocooperatedwiththefactoryinmakingsuggestionsforbetterefficientpackingandcontainerization.Thefactoryhasbeenverycooperativeandreceptivet

48、oourideas.Aswewanttobeginourbusinesswiththeotherbranchestoo,weplantoofferthesamesuggestionsandproposalstopurchasemachineryforthem.4. Fromthisletter,youcanseethatweareverysincereinourdesireforalong-termrelationshipbetweenourtwocountriesandourfirmandthevariousbranchesoftheChinaNationalLightindustrialP

49、roductsImportandExportCorporation,WindowGlassDepartments.5. DuringournextvisittoChina,wewilldiscusstheappointmentofourfirmastheexclusiveagentforChineseWindowGlassintheU.S.A.market.Sincewehavediscussedthisquestioninthepast,weexpectthattheofficialappointmentofourfirmastheexclusiveagentwillbemadeduring

50、ournexttrip.Thankyouforyourpromptattentiontotheabove.Bestregards.Sincerelyyours,NormanGoldsteinAssociates,INCForquestions",choosethecorrecttitleforeachparagraphfromtheboxbelow.Foreachparagraphmarkoneletter(A-G)onyourAnswerSheet.Donotmarkanylettertwice.1 .Paragraph1.2 .Paragraph2.3 .Paragraph3.4

51、 .Paragraph4.5 .Paragraph5.(2)DepartmentStoreMagicFormostofthe20thcenturySmithson'swasoneofBritain'smostsuccessfuldepartmentstores,butbythemid-1990s,ithadbecomedull.Stillprofitable,thankslargelytoaseriesofsuccessfuladvertisingcampaigns,butdecidedlyboring.Thefamouswerecarefulnottobeseenthere,

52、anditssalesstaffdidn'tseemtohavechangedsincethestoreopenedin1908.Worstofall,itscustomerswerebuyingfewerandfewerofitsown-brandproducts,themajorpartofitsbusiness,andshowingapreferenceformorefashionablebrands.Butnowallthishaschanged,thankstoRowenaBaker,whobecameSmithson'sfirstwomanChiefExecutiv

53、ethreeyearsago.Sincethen,whilemostmajorretailersinBritainhavebeenlosingmoney,Smithson'sprofitshavebeenrisingsteadily.WhenBakerstarted,alotofimprovementshadjustbeenmadetothebuilding,withouthavinganyeffectonsales,andshetookthebolddecisiontoinviteoneofEurope'smostexcitinginteriordesignerstodeve

54、lopthefashionarea,theheartofthestore.Thisveryquicklyledtorisingsales,evenbeforethegoodsondisplaywerechanged.Andassalesgrew,sodidprofits.Bakerhadambitiousplansforthestorefromthestart.'We'replayingabiggame,toprovewe'reuptherewiththeleadersinoursector,andwehavetomakesurepeoplegetthatmessage.Smithson'shadfallenbehindthecompetition.Itprovidedatraditionalservicetargetedatmiddle-aged,middle-incomecustomers,who'dbeenshoppingthereforyears,andthecustomerbasewasgraduallycontracting.Ourideaistosellsuchanexc