《实用商务英语》Unit3

1、实用商务英语Practical Business EnglishUnit ThreeSection A Listening and Speaking Introduction to Company and ProductSection B Reading Business EnterprisesSection C Business Writing Business Cards and Instructions TargetsSection A Listening and Speaking. Remember the words, phrases and sentences related to

2、 introduction to company and product. . Imitate and memorize the following dialogues. . Discuss the following questions with your partner. Part One Warming-up Exercises1. Talk about companies and their products youre familiar with, for examples, why do you like them? Which countries do they belong t

3、o?2. What do you think is the most important when buying a product? Quality, price, service or other things? Why?3. If you own a boutique but your clothes do not sell well, what will you do? . Listen to Dialogue 1-5 and choose the appropriate answer to each of the questions. . Listen to Dialogue 6 a

4、nd answer the following questions. . Listen to Dialogue 7 and fill in the blanks with the exact words you have just heard from the recording. Part Two Dialogues. Oral practice.1. Listen to Dialogue 6 again and answer the question that what topics are mentioned, and then work in pairs to make a dialo

5、gue about an interview, supposing that you start a company and a reporter is interviewing you.2. Listen to Dialogue 7 again and then make a similar dialogue, supposing that one of the students is the general manager of an American company and the other is president of a Chinese company.3. Work in pa

6、irs and ask information about a company and its products in a phone call. . Listen to Passage 1 carefully and fill in the blanks with the exact words you have just heard from the recording. . Listen to Passage 2 carefully and fill in the blanks with the exact words you have just heard from the recor

7、ding. Part Three Passages. Oral practice. 1. Listen to Passage 1 again and introduce your future company, supposing that you will start a company after graduation.2. Listen to Passage 2 again and give a description of your companys products, supposing that you own a company or work in a company. . L

8、isten to the following song and fill in the blanks with the exact words you have just heard from the recording. Speak Softly Love . Listen to the song again and sing along.Part Four Relax and EnjoySection B ReadingPre-reading Discussion: 1. Do you think that the small to medium-sized enterprises are

9、 less important than the large ones? Why or why not?2. Supposing that you are the owner of a small business enterprise, what kind of difficulties do you think you are most likely to encounter when competing with others for survival? Share your ideas with your partner. Text1 Small to medium-sized ent

10、erprises (SMEs) are a vital part of any national economy. 2 In Asia-Pacific Economic Cooperation (APEC) member economies, SMEs make up 90 percent of enterprises and employ between 32 to 84 percent of the workforce of individual APEC economies. 3 All SMEs start out with the S, small, and then through

11、 tireless efforts, struggles, and victories, they get to M, medium. SMEs and Know-how4 SMEs compete on their know-how and hence have to use knowledge to their advantage, even more so than traditional resources. 5 Besides using the knowledge directly, the owner of SMEs must also transfer knowledge to

12、 his/her employees. 6 SMEs are also judged by the external world, such as lending institutions, investors, suppliers, and customers, on their knowledge and knowledge-exploitation capabilities. New Words Phrases and Expressions Proper Nouns 1. SMEs normally do not have deep pockets to spend on resour

13、ces such as land, labor, and capital. 2. Having knowledge is one thing, and using it effectively towards organizational ends is quite another. 3. Seldom do SMEs have the capabilities to recruit the best minds in the business. Notes品牌意识与企业发展 品牌是指企业及其所提供的产品或服务的综合标识,蕴涵企业及其所属产品或服务的特性、品质、声誉等。一种品牌应具备以下基本特

14、征：一是极高的知名度；二是崇高的声誉；三是市场领先；四是持续利润增长。 Business Background Tips品牌的战略性召唤企业的品牌意识。 跨国企业的品牌意识体现了企业文化。 在世界经济一体化的过程中，中国企业低成本和低价格的优势不复存在，中国企业已经开始参与国际竞争。 企业要经营好自己的品牌，首先要有过硬的质量，其次要有完善的服务。 . Fill in the blanks without referring to the original text. Then check your answers against the text. . Tell whether the fo

15、llowing statements are true (T) or false (F) according to the text.1. SMEs are not important at all in national economy because they account for less than half of the workforce.2. Management scholars find SMEs an interesting area for research.3. Knowledge management plays an important role in the su

16、ccess of organizations.4. No matter how bountiful it is, the knowledge is always a limited resource.5. Its unnecessary for the employees of SMEs to have the knowledge. Exercises. Match each word in Column A with the appropriate definition in Column B. . Translate the following sentences into Chinese

17、, paying attention to the italicized words and phrases. . Translate the following sentences into English, using the given words or phrases. Pre-reading Discussion: 1. Have you ever listened to the news broadcasting from BBC or VOA? Whats your impression of the program?2. According to you, what measu

18、res can be taken to attract more listeners or viewers? Case Study1 With the start of BBC World Service Television, millions of viewers in Asia and America can now watch the Corporations news coverage, as well as listen to it. 2 And of course in Britain listeners and viewers can tune in to two BBC te

19、levision channels, five BBC national radio services and dozens of local radio station. 3 It is a remarkable record, stretching back over 70 years yet the BBCs future is now in doubt. BBC Aint Broke4 The debate was launched by the Government, which invited anyone with an opinion of the BBCincluding o

20、rdinary listeners and viewersto say what was good or bad about the Corporation, and even whether they thought it was worth keeping. 5 Defenders of the Corporationof whom there are manyare fond of quoting the American slogan. 6 Yet the BBC will have to change, because the broadcasting world around it

21、 is changing. New Words Phrases and Expressions Proper Nouns How to Understand Long and Difficult Sentences英语中习惯于用长的句子表达比较复杂的概念。除了句中生词过多，句子过长过难也会影响句子的理解。英语长句的特点有：修饰语多，特别是后置定语很长；并列成分多；语言结构复杂，逻辑层次多。对于长难句的理解必须从分析句子结构(syntactic structure)着手，来提高分析和理解这些句子的能力。 Reading Strategies在分析长句时可以采用下面的方法：（1）找出全句的主语、谓

22、语和宾语，从整体上把握句子的结构。（2）找出句中所有的谓语结构、非谓语动词、介词短语和从句的引导词。（3）分析从句和短语的功能，例如，是主语从句、宾语从句、定语从句还是状语从句等，若是状语从句，它是表示时间、原因、结果、还是表示条件等等。（4）对于复杂的并列句，先找出其中的并列连词，然后再根据并列连词的意思理清句子前后是顺承关系、因果关系还是转折关系等，最后再根据不同的语境关系正确理解句意。（5）分析词、短语和从句之间的修饰与被修饰关系。（6）注意插入语等其他成分。（7）注意分析句子中的固定短语及搭配。. Choose the best answer to each multiple choi

23、ce question according to the text. . Fill in the blanks with the words given below. Change the form where necessary. . Analyze the syntactic structure of each sentence below, and then translate all the sentences into Chinese. Exercises. Fill in the blanks with the words given, paying attention to th

24、e relations within the sentences as well as between the sentences. . Translate the following sentences into English, using the given words or phrases. Section C Business WritingWhen two businessmen meet each other, it is a custom for them to exchange business cards, in which their names, contact inf

25、ormation, and other relevant information are printed. Business cards help potential business partners have a general knowledge of each other, and make it more convenient to remember their contact information.When a product is introduced or sold to a customer, not only the seller will explain its usa

26、ge to the customer face to face, but also the manufacturer will make sure each product is packed with an instruction, in which a detailed description of the goods or the usage of the goods is given. Business Cards and InstructionsI. Business Cards (名片) Business cards bear information about a company

27、 or individual businessman. They are widely used in social activities as well as in business world to help card holders make self-introduction, and aid future contact. 1. Functions of Business Cards（名片的功能）（1）Introduce the Card Holder（宣传自我） （2）Introduce the Company（宣传企业） （3）Bear the Contact Informati

28、on（承载联系信息） 2. Information of Business Cards（名片的信息） Though the standard size for business cards varies in different countries, it is common that they are small in size, for example, in America, the most common dimension of business cards is 8951mm, in UK and Italy, it is 85 55mm, and in China, it is

29、9054. Thus, the information borne by it is accordingly not complicated. （1）Name（姓名） （2）Position Title and/or Professional Title（职位和/或职称） （3）Place of Employment（工作单位） （4）Contact Information（联系方式） 3. Forms of Business Cards（名片的种类） Business cards may be designed in different ways. It could be divided i

30、nto different types based on different standard. （1）Single-sided, Double-sided and Folding Cards（单面卡、双面卡和折叠卡） （2）Monolingual Cards and Bilingual Cards（单语卡和双语卡） （3）Horizontal Setting and Vertical Setting（横排式和竖排式） 4. Basic Requirements for Business Cards（名片的基本要求） A business card represents the image o

31、f the card holder in a sense. As a result, it places great stress on the design, which falls outside the range of this course. Concerning the language of business cards, it is easy to find that good business cards fulfill at least three requirements, which are listed as follows:Simple: The language used is simple, and is easy to understand.Efficient: The information is clearly expressed and no confusion is caused.Convenient: It is convenient for the card receiver to carry the card and to remember the information.II. Instructions（说明书） When a customer