商务英语综合教程（第3版 第二册）Unit 4 参考答案

KeystotheTasksTask11.duty2.publicmedia3.thepublic4.describetheroleofPR5.objective6.positiveimage7.MarketingDepartment8.reaches9.themedia10.DealingTask21.F2.F3.F4.F5.TTask51.information2.imageproblem3.wasmisunderstood4.regardlessof5.controlover6.positive7.owncomment8.arranged9.talking10.MetooTask61.Thecompanyhadanimageproblem.2.Theyfocusonadvertising.3.Theycontroloverthemessageandcontentoftheadvertisement.4.TheycommunicatethequalityofCherrytothemotoringpress.5.HewishessomedayhecouldbelikeLaurelinthisarea.Task91.A2.B3.A4.C5.ATask101.Themainobjectiveofpublicrelationsistomaintainapositivereputationofthebrandandmaintainastrategicrelationshipwiththepublic,prospectivecustomers,partners,investors,employeesandotherstakeholderswhichleadstoa

\o"WhatisBrandImage?ExplanationandExamples"positiveimageofthebrand

andmakesitseemhonest,successful,important,andrelevant.2.Publicrelationsagenciesdon’tbuyads.Theydon’twritestoriesforreporters,andtheydon’tfocusonattractivepaidpromotions.Theyratherpromotethebrandbyusingeditorialcontentappearingonmagazines,newspapers,newschannels,websites,blogs,andTVprograms.3.Developingacrisispublicrelationsstrategy;Writinganddistributingpressreleases;Anticipating,analyzing,andinterpretingthepublicopinionandattitudestowardsthebrandanddraftingstrategieswhichuse

freeorearnedmedia

toinfluencethem.4.7types.5.Governmentrelationsisrepresentingthebrandtothegovernmentwithregardtofulfillmentofpolicieslikecorporatesocialresponsibility,faircompetition,consumerprotection,employeeprotection,etc.Task11Fillintheblankswithoutreferringtothepassage.1.63%2.reputation3.negative4.strategies5.communication6.organizations7.plan8.imageTask12CompletethesentencesbytranslatingtheChinesegiveninbracketsintoEnglish.1.distributeourproducts2.executetheplanwithus3.counselagainst4.beapriority5.thebestpossiblepositioningTask131.C2.A3.B4.C5.CTask14Completethefollowingsentenceswiththeinformationgiveninthepassage.1.comprehensive2.objectives3.outreach4.landingpages5.expenseTask16Identifythefollowingnounclauses.1.宾语从句2.主语从句3.同位语从句4.表语从句5.宾语从句6.宾语从句7.同位语从句8.表语从句9.主语从句10.同位语从句Task17Makethebestchoiceforeachofthefollowingsentences.1.B2.C3.C4.B5.D6.D7.A8.C9.C10.ATask18YangfanTradeCompanyNo.5NanjingRoad,Shanghai,320015Telaxmail:yangfan@September20,20xxMadisonImportandExportCorporation37BroadwayStreet,NewYork,93456DearSir,Subject:ReplytoInquiryThankyouforyourletterofSeptember5,20xx.Weappreciateyourinterestinourproducts.Ourcompanydealsinavarietyoftablecloths.Wehopetoestablishbusinessrelationwithyou.Enclosedyou