新编实用英语第三册unit1

UnitGoals:WhatYouShouldLearntoDo1.Introduceacertaincompany(background,businessscope,etc.)2.Talkaboutacompany’sbusiness3.DescribeaproductWhatYouShouldKnowAbout1.Somebasicpromotionmethods2.Productprospectuses第一页，共89页。第一页，共89页。ContentsSectionⅤAppreciatingCultureTipsSectionⅣMaintainingaSharpEyeSectionⅠTalkingFacetoFaceSectionⅡBeingAllEarsSectionⅢTryingYourHand第二页，共89页。第二页，共89页。SectionⅠTalkingFacetoFaceTalkingFollowtheSamplesIntroductionActOutBusinessCommunicationPutinUse第三页，共89页。第三页，共89页。information-intensive[ɪnˈtensɪv]加强potential[pəˈtenʃl]

customer潜在的promotional[prəˈməʊʃənl]products促销target[ˈtɑ:gɪt]

market目标creativity[ˌkri:eɪ‘tɪvətɪ]创造力market-proven

[ˈpru:vn]证明calendar[ˈkælɪndə(r)]日历coffeemug[mʌg]马克杯innovative[ˈɪnəveɪtɪv]

items革新stadium

[ˈsteɪdiəm]blanket[ˈblæŋkɪt]运动场毯，游戏毯Newwords(Instruction)第四页，共89页。第四页，共89页。Intoday’sinformation-intensiveworld,itishardforabusinesstoattractpotentialcustomers.Butpromotionalproductsofferthebusinessauniqueopportunitytomakeitsnameinthetargetmarket.Thepromotionalitemsthatyouchoosearelimitedonlybyyourowncreativity.Theycanrangefrommarket-provengoods—suchascalendars,coffeemugs,andbaseballcaps—toinnovativeitemslikecandyandnuts,stadiumblankets,toycarsandtrucks,andfirstaidkits.Whateveritemsyoupick,allshouldbearyourlogoandcontactinformation.IntroductionBack第五页，共89页。第五页，共89页。NewWords(FollowtheSamples)ChiefEngineer总工程师BoardofDirectors董事会digital[ˈdɪdʒɪtl]

数码applyforapatent[ˈpætnt]申请专利efficient[ɪˈfɪʃnt]有效地procedure[prəˈsi:dʒə(r)]

程序estimate[ˈestɪmət]预计，估计package

[ˈpækɪdʒ]包装campaign[kæmˈpeɪn]运动，竞赛competitor

[kəmˈpetɪtə(r)]对手第六页，共89页。第六页，共89页。Chair:Ladiesandgentlemen,I’mverygladtohaveMr.Wang,ourChiefEngineer,joininourdiscussion.Mr.Wang,whatwouldyouliketotelltheBoardofDirectors(董事会)aboutthepresentsituationswearefacing?Mr.Wang:Generallyspeaking,weareprogressingsmoothlyalongthenewlineofdigital

TVsets.A:Isitpossibleforustoapplyforapatentforournewmodelsoon?Mr.Wang:Ithinkso.We’vegotallthenecessarydrawingsreadynow,butwearestilltestingtheproduct.B:Haveyoudoneanymarketingresearch?Whatfindingshaveyougotfromtheresearch?Mr.Wang:Themarketingsurveyshowsthatthecustomersseemveryinterestedinthisnewmodel.Ihavetheimpressionthattherewillbeagoodmarketforitintheyearstocome.B:Isee.WhatdoyouthinkoftheR&D(ResearchandDevelopment)(研发)teamofthecompany?Mr.Wang:Theyareveryefficient.FollowtheSamples1AboutthePotentialsofaNewModelofDigitalTVSet第七页，共89页。第七页，共89页。MissGao:WhatshouldwedonowtospeedupthemarketingprocedureofourdigitalTVsets?George:Alotshouldbedoneatpresent.First,weshouldmakesomeestimatesonpackaging.Manyproductssellbettersimplybecauseoftheirattractive-looking

package.MissGao:That’strue.We’llstartdoingthisassoonaspossible.Whatelseshouldbedone?George:Next,Ifindthatagoodadvertisementalwayscontributestothesuccessofaproduct.Thereforeweshouldrunagoodadvertisingcampaignimmediately.MissGao:Whatagreatidea!We’llhavethisdoneinnotime.George:Ifwearelucky,we’llbeatourcompetitorswithinayearortwo.MissGao:Buttheirproductswon’tbestayingontheshelvesofsupermarketsfornothing.Wehavenoreasontofeelrelaxed.George:That’sright.Back2AboutPackingandAdvertising第八页，共89页。第八页，共89页。convenient

[kənˈvi:niənt]方便的wheel-chairs轮椅disable

[dɪsˈeɪbl]残疾人marketable[ˈmɑ:kɪtəbl]有销路的reaction[riˈækʃn]反应especially[ɪˈspeʃəli]尤其desktop[ˈdesktɒp]personalcomputer台式电脑trackshoes钉鞋，跑鞋equipment[ɪˈkwɪpmənt]设备obvious[ˈɒbviəs]明显的competitive[kəmˈpetətɪv]竞争性的undoubtedly[ʌn‘daʊtɪdlɪ]毫无疑问NewWords(Actsout)第九页，共89页。第九页，共89页。ActOutHereisagroupofshortdialogues.Followtheexamplesandmakemoreconversationswithyourpartner.第十页，共89页。第十页，共89页。第十一页，共89页。第十一页，共89页。Back第十二页，共89页。第十二页，共89页。PutinUse1SupposeyouaretheheadoftheR&DSection.YouaretalkingwiththeGeneralManager(GM)aboutapplyingforapatentonanewmodelofCDplayer.CompletetheconversationbytranslatingtheChineseintoEnglish.You:Mr.Li,thisisthenewCDplayerwe’vejustdeveloped._________________________________(说打算申请专利).GM:Wonderful!You’vedoneanexcellentjob.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:Atleastacoupleofmonths,Ithink.HowlongwillittaketogetthepatentWearegoingtoapplyforapatentonitHaveyoumadethenecessarypreparationsThemodelhasyettoundergo/receivethefinaltest,butthetechnicaldrawingsareready第十三页，共89页。第十三页，共89页。2CompletethefollowingdialoguebytranslatingtheChineseintoEnglish.Ms.Li:Mr.Hu,_____________________________________________?(你的市场调研结果如何?)Mr.Hu:AsfarasIcansee,2________________________________________________.(迷你型手机在市场上卖得很好。)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,Ibelieveso.Ms.Li:Whydoyouthinkso?Mr.Hu:Well,yousee,withthefastdevelopmentofmoderntechnology,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。)Smartandhandymobilephoneshavebecomeanecessityformanypeople,youngpeopleinparticular.Ms.Li:Isee.6______________________________________________.(所以你相信手机的潜在市场一定会很大。)Mr.Hu:Exactly.Soyoubelievethepotentialmarketforthemwillbequitelargewhatfindingshaveyougotfromthemarketresearchthemini-typeofmobilephonesaresellingwellinthemarketDoyouthinkthisnewtypeofmobilephoneswilltaketheplaceoftheoldonespeople’slivingconditionshavegreatlyimprovedinrecentyearstheirviewsonconsumptionarealsochangingrapidly第十四页，共89页。第十四页，共89页。Clerk:Goodmorning,sir.Welcometoourbooth.Whatproducts_______________?Customer:Weareparticularlyinterestedinyournewvideocameras.Couldyoutellme2_________________?Clerk:Sure.Wehavetwomodels:theCompactandtheSuper.Which3____________________?Customer:TheSuper.Clerk:Whatdoyouwanttoknow,4___________________?Customer:Well,actuallyboth.Weareinterestedinboththefunctionsandtheprice.Clerk:Inthatcase,letme5__________the3.1MPvideocamera.Hereitis.It’sabestsellerinthemarket.Customer:6__________________________________?Clerk:US$380perunit.Back3Atanexhibition,acustomerisinterestedinsomenewmodelsofvideocamera.Nowheistalkingwiththeclerkaboutthem.Completethedialoguebyfillingintheblanks.What’syourpriceonthat/What’sthepriceareyouinterestedinsomethingaboutthemmodeldoyouprefershowyouthefunctionsortheprice第十五页，共89页。第十五页，共89页。BusinessCommunicationGraphicPresentation4ThefollowingchartisaboutthesalesoftheDigitalVoiceRecorderinanABCcompany.Lookatthechartcarefullyandgetreadytosaysomethingaboutitinthegroup.第十六页，共89页。第十六页，共89页。第十七页，共89页。第十七页，共89页。Key:

Itcanbeseenclearlyfromthechart/graphicthatthesalesoftheDigitalVoiceRecorderhaveundergonesomechangesinthepast6years.Thesalesshowedasignificantincreasebetween2004and2006,risingfrom2000to3500units,butitthenbegantodeclineallthewaytotheyear2008,reachingitsbottomat1000pieces.Althoughthiswasfollowedbyasmallriseintheyear2009,wecanstillpredictthatthisproductisgoingtobeoutdatedsoon.Back第十八页，共89页。第十八页，共89页。SECTIONIIBeingAllEarsListeningListenandRespondListenandJudgeListenandReadListenandTranslate第十九页，共89页。第十九页，共89页。ListenandJudge1Listentoadialogueanddecidewhetherthefollowingstatementsaretrue(T)orfalse(F).WriteT/Faccordingly.()1Themanwantedtobuyasportscarforhisdaughter.()2Thedaughtercamewithherfathertochoosethecar.()3Thereisonlyonecolouravailableforthenewmodel.()4Thereisnospeciallydesignedmodelforgirls.()5Youngpeoplenowadaysprefertofollowthefashionofowningthesamemodelofsportscar.()6Theman’sdaughterisgoingtobe20yearsold.()7Thisnewmodelisverypopularwithyoungpeople.()8Themanpaid40000yuanforthecar.TFFTTTTFScript第二十页，共89页。第二十页，共89页。

Salesgirl:Goodevening,sir.CanIhelpyou?Mr.Brown:Yes.I’mverymuchinterestedinyournewrangeofsportscars.

CanIhavemore

informationaboutthem?

Salesgirl:Yes,ofcourse,sir.Whatexactlywouldyouliketoknow?Mr.Brown:Howmanymodelsdoyouhave?Salesgirl:Onlyone,sir.Butwehavesixcoloursavailable—black,white,red,green,blueandgrey.Andthismodelisofthelatestfashion.Thereisafairmarketforitatthemoment.Mr.Brown:Doyouhaveamodelspeciallymadeforgirls?Salesgirl:No.Wefindthattheyoungpeoplenowadayswantjustthesamemodel.Mr.Brown:Isee.Howlonghaveyoubeenmarketingthenewmodel?Salesgirl:Aboutthreemonths,sir.Butit’sverypopularwithyoungsters.Mr.Brown:Howmuchdoesitcost?Salesgirl:Therecommendedretailpriceis208600yuan(RMB).Mr.Brown:HowmuchisthedownpaymentifIchoosetobuyininstallments?Salesgirl:40000yuan.Mr.Brown:Good.IthinkI’llbuyoneformydaughterforher20thbirthday.Salesgirl:I’llbeexpectingyourcomingsoon,sir.Script:Back第二十一页，共89页。第二十一页，共89页。ListenandRespond2Listentothedialogueagainandgiveshortanswerstothefollowingquestions.1)Wheredidtheconversationmostprobablytakeplace?2)Whydidthemanwanttobuythecar?3)Howmanysportscarmodelsarethereinthestore?4)Howlonghasthenewmodelbeenforsale?5)Whatwastherecommendedretailprice?6)Howwouldthemanprefertopay?Inanautomobilestore.Togiveittohisdaughterasabirthdaygift.Onlyone.Aboutthreemonths.RMB208600yuan.Ininstallments.Script第二十二页，共89页。第二十二页，共89页。

Salesgirl:Goodevening,sir.CanIhelpyou?Mr.Brown:Yes.I’mverymuchinterestedinyournewrangeofsportscars.

CanIhavemore

informationaboutthem?

Salesgirl:Yes,ofcourse,sir.Whatexactlywouldyouliketoknow?Mr.Brown:Howmanymodelsdoyouhave?Salesgirl:Onlyone,sir.Butwehavesixcoloursavailable—black,white,red,green,blueandgrey.Andthismodelisofthelatestfashion.Thereisafairmarketforitatthemoment.Mr.Brown:Doyouhaveamodelspeciallymadeforgirls?Salesgirl:No.Wefindthattheyoungpeoplenowadayswantjustthesamemodel.Mr.Brown:Isee.Howlonghaveyoubeenmarketingthenewmodel?Salesgirl:Aboutthreemonths,sir.Butit’sverypopularwithyoungsters.Mr.Brown:Howmuchdoesitcost?Salesgirl:Therecommendedretailpriceis208600yuan(RMB).Mr.Brown:HowmuchisthedownpaymentifIchoosetobuyininstallments?Salesgirl:40000yuan.Mr.Brown:Good.IthinkI’llbuyoneformydaughterforher20thbirthday.Salesgirl:I’llbeexpectingyourcomingsoon,sir.Script:Back第二十三页，共89页。第二十三页，共89页。Asyouknow,BaobaoCompanyhasbeenproducing1__________productsforover2__________years,andour“BaobaoSoap”hasbeen3__________popularwithbothyoungandold4__________.Now,anewtypeofsoap,“BaobaoSoap-II”,hasbeenproduced.Thisnewtypeofsoapnotonlykeepsallthesoftnessandgentlenessofourexisting“BaobaoSoap”,butalsohasanew5__________madefromspecial6__________.Thenewbarsofsoapare7__________andwillgiveyouamoreoily,8__________feel.Asaresult,yourskinwillgreatly9__________fromusingthesoaponyourhands.Andthesamewillbetrueofyourfaceandbody.Continuoususeofoursoapwillalsomakeyoufeel10_____________________.Itwillgiveyounewenergyandstrength.Inshort,itwillrefreshyouentirely.ListenandRead3Nowlistentosomethingmorechallenging—apassagewithsomeblanksforyoutofillin.Aglancebeforehandatthewordlistprovidedbelowwillbeofsomehelptoyou.lesstiredandlesssleepywashingten/10extremelycustomersfreshsmellingredientslargerthickerbenefitBack第二十四页，共89页。第二十四页，共89页。ListenandTranslate4YouaregoingtolistentoashortpassageandyoushouldtrytotranslatewhatyouhearintoChineseorally.Key:2008年1月的销售额急剧攀升，截止到2月已销售了4000台液晶电视。直到6月，销售额一直保持稳定。7月，销售额急剧下降到1750台，但在此之后9月的销售额又一次陡升到3250台。之后直到2008年底，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第二十五页，共89页。第二十五页，共89页。

Inthefirstmonthof2008thesalesfiguresclimbeddramatically.4000LCDTVsetshad

beensoldbyFebruary.ThensalesremainedsteadyuntilJune.InJulytherewasasharpfall

to1750,but,afterthis,therewasanothersteepriseto3250inSeptember,andthenasteady

increaseuntiltheendof2008.Thishealthytrendisreallygoodnewsforthecompany.Script:Back第二十六页，共89页。第二十六页，共89页。SECTIONIIITryingYourHandAppliedWritingSimulateandCreateGeneral

WritingWriteThroughCorrectingMistakesReadandCompleteReadandTranslateWriteThroughTranslationWriteThroughDescribingaPictureReadandSimulate第二十七页，共89页。第二十七页，共89页。ReadandSimulate1Readthefollowingtwosamplesofproductprospectusescarefullyandlearntowriteyourown.AppliedWriting第二十八页，共89页。第二十八页，共89页。第二十九页，共89页。第二十九页，共89页。第三十页，共89页。第三十页，共89页。Back第三十一页，共89页。第三十一页，共89页。SimulateandCreate2CompletethetablebasedonSample1.CottonslippersTotesCo.,Ltd.ThesavingsandthecomfortCottonHalfofthecompetitors/TwiceoursMen,womenandchildrenBlack,greyandbrownWhite,pinkandblueRed,yellowandorangeBack第三十二页，共89页。第三十二页，共89页。“Lekoufu”driedbeefismadeoffreshbeef,sugar,saltandnaturalspices.Itwasfirst1__________1937,butnowitisa2________________andarecognized3____________inthecountry.Thedriedbeefis4__________withauniqueprocessandskill,whichhasensuredits5_____________flavour.Becauseofthis,thedriedbeefhasbeenenjoying6______________sinceitsfirstlaunchinthemarket.ThegoldmedalforGood7__________andthecertificationas8_____________areonlyafewoftheseriesof9_________________ithaswon.Theshelflifeof10_____________is12months.ReadandComplete3Completetheproductprospectusbelow,usingthecluesgiven.thedriedbeefmadeintraditionalproductfamousbrandmanufacturedspecialandtastyahighreputationHealthFoodthebestsellerawardsandmedalsBack第三十三页，共89页。第三十三页，共89页。Key:Thehigh-quality“Ganmei”greenteaseriesismadefromyoungandtendertealeavespickedonhighmountainsinearlyspring.Theleavesareprocessedwithexquisitetechnology.Thisseriesofteaisfineinshape,greenincolour,fragrantinsmell,andmellowintaste.Foritsremarkablyrefreshingeffects,itprovidesahealthydrinkforboththeoldandtheyoung.Ithasbeenwellreceivedasanidealnaturalgreendrinkaswellasawholesomebeverage.ReadandTranslate4TranslatethefollowingproductprospectusintoEnglish.“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（exquisite），产品形美色绿，气味芬芳，味道甘美（mellow）。本品具有明显的提神（refreshing）功效，是老少皆宜的饮品，该产品被誉为理想的纯天然绿色饮品（beverage）和健康饮品。Back第三十四页，共89页。第三十四页，共89页。General

WritingDescribingtheSellingPointsWhenintroducingaproduct,itisnecessarytodescribeitsfeaturesandstrongpoints.However,bigwordsandexaggerationmayspoiltheauthenticity(真实性)oftheproduct.Therefore,itisextremelyimportanttochooseappropriatewordstodescribethesellingpointsofaproduct.第三十五页，共89页。第三十五页，共89页。General

WritingDescribingtheSellingPointsBack第三十六页，共89页。第三十六页，共89页。5Puttheunderlinedpartsinthecorrectform.WriteThroughCorrectingMistakes第三十七页，共89页。第三十七页，共89页。5Puttheunderlinedpartsinthecorrectform.WriteThroughCorrectingMistakesKey:“Jiejing”6865vacuumcleanerisoneofthebestsellingproductsofMeijiaHouseholdCo.,Ltd.Thistypeofvacuumcleanerhasbeenonsaleforoversixyears.Adualairflowhasbeenpurposelydesignedtoformalongthefrontandbackoftherotatingfloorbrush.Thisuniquedesignreducesdirtpiecesthataredispersedbackontothefloorsurface.Becauseofitsuniquedesignandoutstandingperformance,wehavereceivedalotofcomplimentsfromourcustomers.Witha2-litrecapacityforitsdust-bag,a10-metre-longcable,a1-yearmanufacturewarrantyanda3-pieceinonesettoolstorage,thisvacuumcleanerwillcertainlyhaveabrightfuture.Back第三十八页，共89页。第三十八页，共89页。WriteThroughTranslation6TranslatethefollowingpassageintoEnglish.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。Key:

Stopstrainingtohearphoneconversationsinyourcar.Stopholdingthesteeringwheelwith

onehandwhileyouholdyourcellphoneintheother.Justplugthishandycellphoneholderinto

thecigarettelighterofyourcar,andyoucanhavetelephoneconversationswhiledriving

safelywithbothhandsonthewheelandyoureyesontheroad.You’llhearconversationsloudandclearthroughyourcar’sradiospeakers.Itworkswitheverymakeandmodelofcellphone.Sosimpletouse,youcantakeitwithyoufromvehicletovehicle.Back第三十九页，共89页。第三十九页，共89页。WriteThroughDescribingaPicture7Youarerequiredtowritethreeshortparagraphsentitled“StylishiPodShuffle”foranadvertisementinastudents’newspaper.Anoutlineisgivenbelowforyourreference.第四十页，共89页。第四十页，共89页。WriteThroughDescribingaPicture第四十一页，共89页。第四十一页，共89页。WriteThroughDescribingaPicture第四十二页，共89页。第四十二页，共89页。WriteThroughDescribingaPictureBack第四十三页，共89页。第四十三页，共89页。SECTIONIVMaintainingaSharpEyePASSAGEIPASSAGEIIInformationRelatedtotheReadingPassageTextLanguagePointsReadandThinkReadandCompleteReadandTranslateReadandSimulateReadandJudgeReadandTranslateInformationRelatedtotheReadingPassageTextLanguagePointsReadandRewrite第四十四页，共89页。第四十四页，共89页。InformationRelatedtotheReadingPassageDanAriely

DanAriely(bornin1968inNewYork)isanIsraeliAmericanprofessorofpsychologyand

behaviouraleconomics.HeteachesatDukeUniversityandisthefounderoftheCentrefor

AdvancedHindsight.Behaviouraleconomics

Behaviouraleconomicsanditsrelatedareaofstudy,behaviouralfinance,usesocial,cognitiveandemotionalfactorsinunderstandingtheeconomicdecisionsofindividualsandinstitutionsperformingeconomicfunctions,includingconsumers,borrowersandinvestors,andtheireffectsonmarketprices,returnsandtheresourceallocation.Thefieldsareprimarilyconcernedwiththeboundsofrationalityofeconomicagents.Behaviouralmodelstypicallyintegrateinsightsfrompsychologywithneo-classicaleconomictheory.Behaviouralanalystsarenotonlyconcernedwiththeeffectsofmarketdecisionsbutalsowithpublicchoice,whichdescribesanothersourceofeconomicdecisionswithrelatedbiasestowardspromotingself-interest.RichardThalerRichardH.Thaler(bornin1945,inNewJersey)isanAmericaneconomist.Heisperhapsbestknownasatheoristinbehaviouralfinance,andforhiscollaborationwithDanielKahnemanandothersinfurtherdefiningthatfield.Back第四十五页，共89页。第四十五页，共89页。Newwordscreative[kriˈeɪtɪv]strategy

[ˈstrætədʒi]创造性战略prompt[prɒmpt]促使consumer

[kənˈsju:mə(r)]消费者pricingdecoy[ˈdi:kɔɪ]价格诱导defend[dɪˈfend]防御，抵制realtor[‘ri:əltə(r)]

房地产经纪人colonial[kəˈləʊniəl]

殖民地的palm[pɑ:m]computer掌上电脑gadget

[ˈgædʒɪt]小玩意storage[ˈstɔ:rɪdʒ]capacities储存容量version[ˈvɜ:ʃn]

版本第四十六页，共89页。第四十六页，共89页。deal[di:l]交易blink[blɪŋk]眨眼cloud使…头脑不清醒stoking[stəʊkɪŋ]不明智bargain[ˈbɑ:gən]讨价还价fattermargin

[ˈmɑ:dʒɪn]丰厚的利润establish[ɪˈstæblɪʃ]建立reference[ˈrefrəns]参考behavioural[bɪ‘heɪvjərəl]行为的economist[ɪˈkɒnəmɪst]经济学家constantly[ˈkɒnstəntli]持续的comparasion[kəmˈpærɪsn]比较第四十七页，共89页。第四十七页，共89页。percent[pə‘sent]百分之trick[trɪk]把戏artificial[ˌɑ:tɪˈfɪʃl]人工的brilliant[ˈbrɪliənt]杰出的stage

aseriesof…一系列的perceived[pəˈsi:v]

意识到technology[tekˈnɒlədʒi]

innovation[ˌɪnəˈveɪʃn]技术革新stuff

[stʌf]填塞，材料breakthrough[ˈbreɪkθru:]突破关键illusion[ɪˈlu:ʒn]错觉，幻觉shinyaluninum[ə‘lju:minəm]铝第四十八页，共89页。第四十八页，共89页。

Anymanagerofacompanythatdealswithcertainproductsor

servicessuccessfullyisamasterofusingpricingdecoysandreference

prices.

Solet’scountthewaysmanagersdefendthemselveswithpricing:Pricedecoys

Decoys,inmarketing,areproducts,services,orpricepointsthata

businessdoesn’treallywantyoutotake,but

ratheritisusedasareference

tomakeanotherproductlookbetter.

EconomistDanArielygivestheclassicexampleofaRealtorwho

showsyouahomethatneedsanewroof,rightbeforetakingyoutoa

higher-pricedhouseshereallywantstosell.It’shardtotellifa$400000

colonialhouseisagooddeal—butcomparedwitha$380000home

thatneedswork,itlooksquitegood.Nowconsider,$499forapalm

computer?Well,comparedwithasmalleronewithfewerfeatures,it

suddenlylooksgreat.

PASSAGEICreativeStrategiesPromptConsumerstoBuy,Buy,Buy第四十九页，共89页。第四十九页，共89页。ExercisesBackDecoysexplainwhyacompanythatsellselectronicproductsoftensellseachgadgetinapricingseries,suchasanewpalmcomputer’s$229,$299,and$399pricepointsfordifferentstorage

capacities.Youmaygladlyspend$229togetahotmediaplayer,thinkingit’sadealcomparedwiththehighest-pricedversionandnotblinkthatyoucouldinsteadbuyapalmcomputeratthelowerpriceof$199withmorefeatures.The$399“decoy”hasclouded

yourjudgment.Thecompanywinsthebestofbothworlds—stokingdemandforproductsthatlooklikebargainsandforallthedecoysitsellsatmuchhigherprices.Yes,somepeoplewillspend$399foramusicplayerwithslightlybettertechnology—andthecompanymakesevenfattermargins.Establishahighreferenceprice

BehaviouraleconomistRichardThalerhasnotedthatconsumersarereallybadatmakingdecisionsaboutvalueandconstantlyneed“referenceprices”forcomparison.Adresscosts$80.Isthattoomuch?Notifit’smarkeddown50percentfrom$160.Thetrickis,thatartificial$160referencepricemaynotreallyexist.Thepricingstrategyisbrilliant.Bystagingaseriesofperceivedtechnologyinnovationsandthenaddingpricedecoysandreferenceprices,thecompanymakesuswillingtopaymoretodothesamestuffwedid30yearsago:readmagazines,typemessages,watchshowsormakephonecalls.Thecommunicationbreakthroughsaremostlyanillusion,butwithshinyaluminuminourhands,whocareswhatitcosts?第五十页，共89页。第五十页，共89页。LanguagePoints1ExplanationofDifficultSentences(Para.4)Decoys,inmarketing,areproducts,services,orpricepointsthatabusinessdoesn’treallywantyoutotake,butratheritisusedasareferencetomakeanotherproductlookbetter.Analysis:

ThemainpartofthesentenceisDecoys,inmarketing,areproducts,services,orpricepoints;thatisusedtointroducearelativeclausetogive“decoys”afurtherexplanation.Referenceheremeans“anindicatorthatorientsyougenerally”.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:

Thisframeofreferencewillbedeterminedbythelimitationsontherationalman’sknowledge.

Back第五十一页，共89页。第五十一页，共89页。LanguagePoints1ExplanationofDifficultSentences2.(Para.6)

Youmaygladlyspend$229togetahotmediaplayer,thinkingit’sadealcomparedwiththehighest-pricedversionandnotblinkthatyoucouldinsteadbuyapalmcomputeratthelowerpriceof$199withmorefeatures.Analysis:Adealmeansagoodbargain.Blinkheremeans“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:Withalotofmoneyinhiswallet,hedidn’tblinkwhilebuyinghiswifeluxuriousproducts.Back第五十二页，共89页。第五十二页，共89页。LanguagePoints1ExplanationofDifficultSentences3.(Para.8)

BehaviouraleconomistRichardThalerhasnotedthat