新编剑桥商务英语unit12.ppt

1、Module12,1,4,1.ListeningAcolourproblem,2.ReadingColourfulcases,3.GrammarIndirectquestionsandtags,2,3,4.SpeakingPlayingagame,10.1Businesslaw,Listening:Acolourproblem,1.Herearethetwologosofrivalmobilephoneoperators.Whatlegalproblemdoyouthinkmightoccurbetweenthem?,Galacall,Frontline,Inthiscasebothphone

2、operatorsareusinglogoswhichusethesamecolour.Oneoperatorcouldarguethatcustomerswillthereforeconfusethebrandandthattheircompetitorismakinguseoftheirbrandimage.,Frontline,2.ListentoanewsprogrammeabouttheprobleminEx1.Ajournalisthaspreparednotesonthecase.Writeinthemissingwords.,Galacallannouncedthatitmay

3、takelegalproceedingsoveraseriesof(1)_runbyitsrivalFrontline.Itmaysuethecompanyoveritsuseofthecolourpurpleon(2)_wornbysalesstaff.ThisisasimilarcasetothatofOrangeandeasyMobileandtheargumentovertheuseofthecolour(3)_inbothcompaniestrademarks.AnotherexampleiswhenBPtookoutlitigationagainstanIrish(4)_overi

4、tspetrolstationsandthefacttheywantedtopaintthem(5)_.Aswellascolour,acompanytrademarkcanhavetherightsoverthe(6)_ofalogoorbrand.Galacallwillwinincourtiftheprosecutioncanprovetheir(7)_isdamagedbyconfusing(8)_.,TVcommercials,T-shirts,orange,petrolcompany,green,shape,business,colours,Listeningscript,P=Pr

5、esenterR=ReneP:Businessnewsnow,andthetelecomsfirmGalacallhasannounceditmaybetakinglegalproceedingsagainstthenewcomerandpotentialrivalinthetelecomsmarket,Frontline.FrontlinerecentlyranaseriesofTVcommercialsinwhichallitssalesstaffworedistinctive(独特;有特色的，与众不同的;区别的，鉴别性的;特异)purpleT-shirts.Galacall,whoset

6、rademarkbrandnameappearsinasimilarshadeofpurple,hasntsaiditwillsueFrontlineyetbutisconsideringitsposition.Well,onthelinetodiscussthisstoryislawyerandlegalexpertintrademarklaw,ReneMackersmannfortheLondon-basedfirmParkersandMackersman.R:Goodmorning.P:SoRene,IwaswonderinghowseriousGalacallisaboutallthi

7、s?Surelytheyonlyhaveacaseagainstacompanywhichinfringes(违反侵害）thetrademarkbyusingasimilarname,donythey?R:Well,no.Infactthereareanumberofexampleswherecompaniesorbrandshavetriedtopreventothersfromusingwhattheyconsiderastrademarkcolours.TakethecaseofthemobilephonecompanyOrangetryingtostopeasyMobileusingt

8、hecolourorange.TheeasyGroupcompanyhadusedorangeonallitspreviousventures（冒险投机）,but,whenitlaunchedarivalmobilephonebrand,theoperatorOrangesaideasyMobilewasbreakingthelawbyusingitscolourinthesamemarketplace.ThentherewastheoilcompanyBP,whoselogoisgreenandyellow.TheytookoutlitigationagainstanIrishpetrolc

9、ompanywhotriedtopaintitspetrolstationsgreen.P:Sodoyouthinkyoucanusethesamecolouraslongasyourproductisdifferent?R:Absolutely.Forexample,thefoodmanufacturerHeinzusesturquoiseonitscansbutitcouldntstopsomeonefromusingthesamecolouron,saybicycles.P:Canyoutellmeifthereisanythingelseyoucanbuytherightson?R:O

10、hsure.Trademarksmeanfirmshaverightsoveranythinglikecolourorshape.P:Shapeaswell?R:Absolutely.TakeToblerone.Theyhavetherightsontriangularboxesfortheirchocolate.P:SobacktoGalacallandF.Idliketoknowwhatyouthinktheoutcomewillbeifitevergetstocourt.Whollwin?R:Well,Imnotthejudge,butiftheprosecutioncanproveth

11、ecolourwillconfusecustomersanddamageGalacallsbusinessthentheymightjustwinit.,Vocabulary:Legalterms,MatchtheselegalwordstotheirdefinitionsA-J.SomeappearinthenotesinEx2,0sue_1prosecute_2trademark_3court_4lawyer_5case_6rights_7judge_8defence_9litigation_,A.Nameorsymbolonaproductwhichmeansitcantbeusedby

12、anotherproducer.B.Legalmatterthatisdecidedincourt.C.Theprocessoftakingacasetocourt.D.Makealegalcaseagainstsomeoneandclaimformoney.E.Whatyouarelegallyallowedtodo.F.Theplacewherelegalcasesareheard.G.Thepersonwhogiveslegaladviceandrepresentsapersonincourt.H.Thepersoninchargeofacourtwhomakeslegaldecisio

13、ns.I.Trytoprovesomeoneisguilty.J.Thecasetoprovesomeoneisinnocent.,D,I,A,F,G,B,E,H,J,C,Reading:Colourfulcases,1.Readthreearticlesaboutcompaniesandtheirtrademarks.Whicharticle(A,BorC)doeseachofthesestatements1-7referto?,1.Thecasewasoverthecolourofthepremises._2.Thecompanyisunlikelytotakemembersofthepu

14、blictocourt._3.Thecompanyalreadyusedthecolouronitsotherbrands._4.Thecompanyhasnotyetstartedanykindoflitigation._5.Onlypartofthecompanycouldbeprosecuted._6.Therightsofacompanyinanothercountrywereaffected._7.Thecompanywouldliketocontrolhowitsbrandisused._,ORANGETOSUEOVERCOLOUR,ThemobileoperatorOrangem

15、aybetakingeasyMobiletocourtovertrademarks.TheproblemcomesfromtheeasyMobilechoiceofcolour.TheoperatorhasfollowedtheeasyGrouptrademarkbrandingandusedorange.ThetwomobilecompanieshavebeeninlitigationsincethelaunchofeasyMobilewasannounced,butOrangehassaidthatthetalksfailedtoresolvetheissuesandthetwoopera

16、torswillseeeachotherincourt.JoelBarry,partnerwithlegalfirmOlswang,saidthatthecasewillbethefirstintheUKtoseealegalbattleoveracorporatecolour.,A,NOGOOGLING,PLEASE,InternetsearchgiantGooglehassaiditintendstostoptheuseofitsnameasagenericverb,sayingthatphrasessuchas“togoogle”somebodyorsomethingarepotenti

17、allydamagingtoitsbrand.AspokewomanforGooglesaid:“WethinkitsimportanttomakethedistinctionbetweenusingthewordGoogletodescribeusingGoogletosearchtheInternetandusingthewordGoogletogenerallydescribesearchingtheInternet.Therearesomeserioustrademarkissues.”ButDrJulieColeman,anauthorityonlinguisticsfromtheU

18、niversityofLeicester,saysthatoncenewwordsenterintocommonusageitisimpossibletostoptheiruse.“Googlecantpossiblystopthespreadoftheverb,”saidColeman.“Normalpeopleareusingitinnormalconversationandinwritingandtheyarentlikelytofacelegalproceedings.”,B,GoingGreen,In1996,theIrishcompanyTedcastlesOilProducts,

19、orTOP,decidedtomoderniseitspetrolstationsbypaintingthemgreen.TheyfeltthecolourgreenwouldreflectthecompanystraditionalIrishvalues.ThecompanyssubsidiaryinNorthernIrelandalsopainteditsstationsgreen.However,thesestationscameunderUnitedKingdomlaw.InJune1991theBritishoilcompanyBPhadappliedforatrademarktop

20、rotectthegreencolourofitsservicestationsandsoitquicklysetabouttakingactionagainstTOP,eventhoughTOPsgreenwasdarker,C,Grammar:Indirectquestionsandtags,1.Listentothenewsprogrammefromexercise2onpage116again.Re-writethedirectquestionsbelowasindirectquestionsandtags.,1)HowseriousisGalacallaboutthis?Iwaswo

21、nderinghowserious_.2)Dotheyonlyhaveacaseagainstacompanywhichinfringesthetrademarkbyusingasimilarname?Theyonlyhaveacaseagainstacompanywhichinfringesthetrademarkbyusingasimilarname,_?3)Canyouusethesamecolouraslongasyourproductisdifferent?Doyouthink_aslongasyourproductisdifferent?4)Isthereanythingelsey

22、oucanbuytherightson?Canyoutellmeif_youcanbuytherightson?5)Whatdoyouthinktheoutcomewillbeifitevergetstocourt?Idliketoknowwhat_ifitevergetstocourt.,Galacallisaboutthis,dontthey,youcanusethesamecolour,theresanythingelse,youthinktheoutcomewillbe,2.ReadthesequestionsandcommentsformaBECVantageSpeakingTest

23、.Findthemistakeineachone.Checkforwordorder,anincorrectwordoramissingword.,1)Doyouthinkwillbusinessbecomemoreglobalinthefuture?2)Iwaswonderingyouthinkthemostimportantthingiswhensettingupanewbusiness.3)Goodmarketingismoreimportantthanagoodproduct,isit?4)Inthefuture,peoplewillreducehowmuchtheytravelbyp

24、lane,wontit?5)Doyouthinkcanemployeesworkaswellfromhomeasfromanoffice?6)Idliketoaskyouwhatareyourplansforyourfuturecareer?7)Whatkindsofworkexperienceyouthinkwouldhelpstudentsatbusinessschool?8)YouvestudiedEnglishforthreeyears,arentyou?,will,what,isnt,they,can,are,do,havent,语法小结要点解析：我们通常使用间接问句使直接问句听起来

25、更礼貌或婉转。间接问句的构成：将动词移位，使之变成陈述句即可。例如：Willitattractmanypeople?Doyouthinkitwillattractmanypeople?Whatdoyouthinkisthereason?Iwaswonderingwhatyouthinkthereasonis.Whydidyouleaveyourlastjob?Canyoutellmewhyyouleftyourlastjob?人们通常使用反意问句来证实或核实信息。例如：Goodmarketingismoreimportantthanagoodproduct,isntit?Inthefuture

26、peoplewillreducehowmuchtheytravelbyplane,wontthey?YouvestudiedEnglishforthreeyears,haventyou?YouworkforFairtrade,dontyou?,12.2Handlingquestions,Listening,Reading,Writing,Difficultquestions,Speaking,Respondingtoquestions,Pressreleases,Apressrelease,A.Acustomerwantstoreturnanitem.Anemployeereceivesapa

27、ychequeattheendofthemonth.C.Astudentgetspoormarksforabusinessexam.,Listening:Difficultquestions,1.Discusswhypeoplemightaskquestionsinthefollowingsituations.,Thecustomermightask:CanIhavearefund?CanIexchangethisforsomethingelse?Theshopassistantmightask:Whendidyoubuyit?Doyouhavethereceipt?Didyoupaybycr

28、editcardorcash?,Theemployeemightask:WhywasntIpaidforthatovertimeIdid?Whyisthetaxhigherthismonth?,Thestudentmightask:WhatdidIgetwrong?Whywasmymarksolow?Theteachermightask:Whatwentwrong?Didyourevise?,D.Amanagerdiscoversanemployeehasbeensendingemailstofriends.E.Apublicrelationsmanagerisexplainingafault

29、yproducttojournalistsatapressconference,Themanagermightask:Haveyoureadourpolicyonsendingemails?Whydidyousendsomany?,Thejournalistsmightask:Whatisthecompanydoingtosolvetheproblem?Willyoubegivingcustomersarefund?,2.Listentofiveconversations.MatchthesituationsA-EinEx1toconversations1-5,Conversation1:_C

30、onversation2:_Conversation3:_Conversation4:_Conversation5:_,E,B,A,D,C,Listenagainandmatchthequestions1-6totheresponsesA-E.,1.WhatelsewasIsupposedtowrite?2.Doyouhaveanyideasaboutwhatcausedtheproblem?3.Howsoonwilltheseitemsbebackontheshelves?4.Whyhasntitbeenincluded?5.CanIexchangeitforanotherone?6.You

31、doknowourpolicywithregardtothis,dontyou?,A.IjustneedtocheckwithsomeonefirstB.Sorry,IdontfollowyouC.ImafraidImunabletoanswerthatatthemomentD.Canyouexplainwhatyoumean?E.LetmegetbacktoyouonthatF.Thatsaverygoodquestion,E,F,C,B,A,D,ListeningScript,Conversation1S=StudentT=TeacherS:ImsorrybutIdontunderstan

32、dthismark.Whywasitsolow?Imean,IthoughtIdansweredeverything.WhatelsewasIsupposedtowrite?T:Look,IcantreallycommentonthatuntilIvelookedatit.Givemeadayandletmegetbacktoyouonthat.OK?Conversation2PRM=PRManagerJ=JournalistPRM:OK.Arethereanyquestions?Yes?J:Soyouveannouncedthatyoullberecallingalltheitemsfrom

33、supermarketsandstores,butdoyouhaveanyideasaboutwhatcausedtheproblem?PRM:Thatsaverygoodquestion.Werelookingintoitatthemoment,andwehopethatwewillknowmoreverysoon.,J:Howsoonwilltheseitemsbebackontheshelves?PRM:ImafraidImunabletoanswerthatatthemoment.Icanassureyou,however,thatweredoingeverythingwecantos

34、ortthisproblemoutasquicklyaspossible.Conversation3E=EmployeeM=ManagerE:CanIhaveaword?M:Sure.E:Itsjustthatthisdoesntseemtoberight.Ididsomeovertimethemonthbeforelast.Whyhasntitbeenincluded?M:Sorry,Idontfollowyou.Ifitwasforthemonthbeforelastitwouldhavebeenonyourlastcheque.E:Butdontyouremember?Youforgot

35、toadditandsaidyoudaddittothismonths,Conversation4CS=CustomerServiceC=CustomerCS:Hello.CustomerService.C:Hello,IboughtaBarbiedollhousesetandImafraiditsthewrongone.CS:Sorry,Ididntcatchthat.ABarbiewhat?C:ABarbiedollhouseset.Youknow.Ithaskindofpinkwallpaper.CS:Butistheresomethingactuallywrongwithit?C:It

36、hinkitsthewrongcolourorsomething.Idontknowreally.Itwasmydaughterwhosaiditwaswrong.CS:Well,wecanonlytakeitbackifitsfaulty.C:CanIexchangeitforanotheronethough?CS:Sorry.Canyouwaitamoment?Ijustneedtocheckwithsomeonefirst.,Conversation5M=ManagerE=EmployeeM:Sorry,Peter,canIhaveaquickwordbeforeyougo?E:Erm,

37、well,Iaminabitofarush.M:Itwonttakelong.Letsusemyoffice.E:OK.M:Takeaseat.Imawarethatyouvebeenusingcomputersforpersonaluseduringyourlunchbreaks.Youdoknowourpolicywithregardtothis,dontyou?E:Sorry,canyouexplainwhatyoumean?Isthereaproblem?,4.WritetheresponsesA_FfromEx3intothislanguagesummary,Handlingques

38、tionsDelayingyouranswerDoyoumindifIanswerthatattheend?(1)AIjustneedtocheckwithsomeonefirst.(2)CImafraidImunabletoanswerthatatthemoment(3)ELetmegetbacktoyouonthatIdliketocomebacktothatpointlateron,ifthatsok.Commentingonthequestion(4)FThatsaverygoodquestionThankyouforaskingthatAskingforfurtherexplanat

39、ionorrepetitionSorry,Ididntunderstandthequestion.(5)BSorry,IdontfollowyouSorry,Ididnthearyou./catchthat.(6)DCanyouexplainwhatyoumean?Couldyourepeatthat?/saythatagain?,Speaking:Respondingtoquestions,5.Howwouldyourespondtoaquestioninthefollowingsituation?1)Ajobinterviewerasksyouaverycomplicatedquestio

40、n.Youneedhimtorepeatit.Sorry,Ididntunderstandthequestion.2)Ajournalisttelephonesyoutoaskaboutapossiblenewjointventurebetweenyouandanothercompany.Itistruebutthefinalcontracthasntbeenagreedyet.ImafraidImunabletoanswerthatatthemoment.,3Youreapoliticianandanangrymemberofthepublicasksyouwhyyouhaveincreas

41、edtherateoftaxforhomeowners.Thatsaverygoodquestion.4Itsyourfirstdayatabankingcallcentre.Acustomercallsandasksabouttakingouta$5,000loanbutwantsadifferentinterestratetotheoneadvertised.Ijustneedtocheckwithsomeonefirst.5Someoneinterruptsyouinthemiddleoftryingtoexplainacomplicatednewsystem.Idliketocomeb

42、acktothatpointlateronifthatsOK.6.YouareaPRrepresentativeforapharmaceuticalcompany.Anewskincareproducthasgivensomecustomersredspotsontheirfaces.Youareansweringquestionsatapressconference.ImafraidImunabletoanswerthatatthemoment.,ReadingPressreleases,1.Readthe“Howto”articleonwritingpressreleasesandansw

43、erthefollowingquestions1)Whydopeoplewritepressreleases?2)Whenwillnewspapersorbroadcastersuseyournews?3)Whatistheadvantageofapressreleaseovernormaladvertising?,HowtowriteapressreleaseYoumaythinkaboutwritingpressreleasesonlyworkswhenyouhaveimportantnewstoshareorcompanyannouncementstomakebutthatiswrong

44、!YoucanwriteandsubmitpressreleaseswhichwillgetpublishedinnewspapersorbroadcastonTVorradioatanytimeifyougiveaninterestingslanttowhatyouaresubmitting.Herearesomeinterestingideastohelpgetyourpressreleasepickedupbythemedia.,Writeastoryabouthowyourbusinesshelpsyourcommunityorsolvesaproblemforlocalpeople.

45、Writeapressreleaseifyourcompanyhasraisedmoneyforcharity.Tellyourpersonalstory:maybeyousetupyourbusinessfromnothingoryouarealocalsuccessstory.Relateyourstorytowhatishappeningtoday_watchthenews,checkoutwhatthe“hottopics”areandfindawayto“spin”astoryfromthat.Makesurethepressreleasesdoesntsoundlikeanadve

46、rtisement.Theideaisthatconsumerswillthinktheyarereadinganewsstoryratherthanbeingsoldsomething.,Answers,1)Whydopeoplewritepressreleases?Whentheyhaveimportantnews,companyannouncements,oratanytimewhenitspossibletogivean“interestingslant”.2)Whenwillnewspapersorbroadcastersuseyournews?Whenthestoryexplain

47、showyourcompanyhashelpedthelocalcommunityorhasraisedmoneyforcharity.Alsothestorymightbeaboutsuccessorrelatetootherhottopics.Theywontuseitifitseemslikeanadvert.3)Whatistheadvantageofapressreleaseovernormaladvertising?Oneadvantageisthatapressreleaseisfreepublicityandalsothatthepublictendtotakemorenoti

48、ceofthecompanythantheywouldfromseeinganadvertisement.,2.Alocalnewspaperhasreceivedfourpressreleasesthismorning.Accordingtothearticleabove,whichrelease(A_D)isntagoodone?Tellyourpartnerwhy.,AAsmanyyouareaware,environmentalconcernsarenowatthefrontofeveryonesminds.Butwhilemanycompaniessaytheyareconcerne

49、d,weatBeavisandSonaretakingthisveryseriously,andwearethereforepleasetoannounceournew“buyabagforanAmazon”scheme.Unlikemoststores,whereyougetafreeplasticbag,withthecostgoingtoacharitywhichsavestherainforestsoftheAmazon,BItsalwaysgoodtohearofalocalsuccessstoryandwearedelightedthatRainersFurnishingareno

50、wgoingglobalwiththeopeningoftheirfirsteverfactoryoverseas.ThecompanywillbetakingoverafirmbasedinPoznaninPolandandre-equippingthefactorythere.Contrarytorecentsuggestionsthatthecompanymayusethisasanopportunitytoreducethesizeofitslocalfactory,thecompanysmanagingdirectorMalcolmStoreywasabletoconfirmwith

51、staffatarecentmeetingthatthiswasnotasteptowardsdownsizingorcost-cuttingbutexpansion,CIamwritingtoinformyourreadersofourspringsalesstartingnextweek.Allclothingitemswillhavediscountssavingyouasmuchas20%.,DWhilewearesadtoseehergo,wearecelebratingtheretirementofourfounderRoselynCooper-Hennes.Roselynisha

52、ndingovertherunningofhercompanytohertwoson,RichardandMark,exactlythirtyyearsafterfoundingthecompany.Asmanylocalpeoplewillknow,Roselynwasanactivememberofthelocalcouncil.Perhapstheydontknow,however,thatRoselynactuallystartedthebusinessfromasmallkitcheninatinyhouse,TextCisntagoodreleasebecauseitreadsli

53、keanadvertisement.Itannouncesasalewithdiscountsandthereisnosuggestionthatthecompanyhasdoneanythingusefulforthecommunity.,Answer,3Matchthepressrelease(A,B,CorD)tothestatementsbelow,ThispressreleaseIsmorelikeanadvertisement.Startstotellastory.IsaboutraisingmoneyforcharityReferstoa“hottopic”.Describesa

54、recentachievement.Explainsabenefittothecustomer.Referstosomebadpublicity.,C,D,A,A,B,C,B,Lookattheunderlinedphrasesinthefourpressreleasesandwritethemnexttothesefunctions.,Introducesthenews:Iamwriting;ItsalwaysgoodtohearReferstoreadersknowledge:Asmanyyouareaware;AsmanylocalpeoplewillknowAnnouncesgoodnews:wearethereforepleasetoannounce;wearedelighted;wearecelebratingHandle