世纪商务英语综合教程 专业篇II unit4

1、,unit 4e-commerce,the way of doing business overseas is changing rapidly. the internet, electronic funds transfer, ecommerce and the like have brought with them both opportunities and threats. ecommerce enables a firm or an individual to conduct business over an electronic network, typically the int

2、ernet. according to experienced organizations, the introduction of e commerce can, if its done correctly, lower transaction costs; reduce inventory holdings; provide a competitive business advantage; expand ones market; increase speed to market; streamline supply chain management.,unit 4e-commerce,c

3、 o n t e n t s,lead-in,listen to the passage and choose the best answer for each question.,1. listening,1. what is the topic of the news report? a. a software called adsense.b. online business opportunities. c. googles promotion program. 2. what is the adsense program designed for? a. making adverti

4、sements for website owners. b. making advertisements for google. c. helping website owners earn an income by putting ads on their sites. 3. why is the adsense program very nice? a. it is very simple to implement and maintain.b. it only charges a very low fee. c. it provides straightforward service f

5、or the website owners.,lead-in,listen to the passage and choose the best answer for each question.,1. listening,4. what need you do if you want to place the ads on your website? a. pay a small fee.b. insert a small piece of code. c. learn to use the program. 5. how would you describe the ads? a. the

6、y are related to the websites content. b. they are noticeable and annoying.c. they are a type of pop-up ads. 6. what should you do if you want to see whether the program suits your needs? a. check the log-in area for statistics. b. display the ads for a short period of time for trial. c. read the te

7、rms of service of the program.,lead-in,listen to the passage and fill in the blanks with the missing information.,2. spot dictation,this is how e-commerce works the consumer moves through the internet to the _. from there, he decides that he wants to _ something, so he is moved to the _ server, wher

8、e all of the information he gives is encrypted. once he has _, the information moves through a _ gateway to a processing network, where the issuing and acquiring banks _ the transaction. this generally takes place in no more than _. there are many different _ available to meet the varied processing

9、needs of merchants, from those who have a few orders a day to those who _ thousands of transactions daily. with the addition of secure socket layer technology, e-commerce is also a very safe way to _ transactions.,merchants web site,purchase,online transaction,placed his order,private,complete or de

10、ny,5-7 seconds,payment systems,process,complete,text a,read the passage about the marketing concept and answer the following questions.,1. reading,4. according to the writer, why is better than other travel agents?,5. what is the possible relationship between manufacturers and their distributors?,1.

11、 what can you infer from “only one california distributor had a link”,2. why are so many distributors slow to partner with their principal suppliers?,3. who is the target group of e-commerce?,text a,is e-commerce your future? “unbelievable, only one california distributor had a link!” upon visiting

12、a major manufacturers website, i conducted a distributor search for california. when the list appeared on my screen, only one distributor listed had a link to their site from the manufacturers site. its unfortunate that so many distributors are slow to partner with their principal suppliers. for som

13、e distributors it is because they do not yet have a website, hard as that is to believe. and for others it is a trust issue. some distributors still believe that by sharing information, they will lose customers. how wrong they are! your customers might not be getting any younger, but their purchasin

14、g staff most certainly is. with this youth, also come new ways of doing business. younger people are quite comfortable with the internet and many prefer e-commerce to “bothersome” visits to your counters. just the other day upon leaving for school, my nine-year-old son asked my wife to find him some

15、 pictures of jellyfish for a school project. he proceeded to explain to her how to go to and so forth to find the pictures he needed. she thought it was so cute. for us, its a wake-up call!,text a,e-commerce is taking on several forms from the straightforward style of giving your credit card number,

16、 selecting the items you want and receiving your purchase a couple of days later via a delivery company to more sophisticated arrangements similar to what the automotive industry is putting together. i personally find both a convenience and a time-saver, giving me a wonderful choice on my air travel

17、 needs. i might not have ever considered that as a possibility. but, a while back my travel agent started tacking on a $10 per ticket booking fee. their new business strategy did not add value to our relationship in my eyes. needless to say, i am no longer their client. back to the younger purchasin

18、g agent trying to work their way up the corporate ladder, they are putting in extra hours, working late. since it is late and manufacturers are closed, they go to looking for a particular product supplier and find what they need. the manufacturer is a real partner in distribution and has distributor

19、 search capability on their website. as with the earlier mentioned example, if there is only one distributor with a link, that is where the purchaser goes. will that be you?,text a,text a,decide whether the following statements are true or false.,2. comprehension,1. many distributors are not willing

20、 to become partners with their principal suppliers. 2. the author thinks that distributors will lose if they share the manufacturers information. 3. almost everyone is comfortable with the internet and many prefer e-commerce. 4. the author took his sons experience as an example in order to demonstra

21、te the importance of the online resources. 5. a is an example of direct online selling. 6. the writer chooses and regards it not only as a convenience but also a timesaver. 7. younger purchasing agents often work late to visit their manufacturers. 8. most manufacturers are not willing to provide lin

22、ks to their distributors on their websites.,(),(),(),(),(),t,f,f,t,t,(),t,(),f,(),f,text a,c,a,b,d,f,g,h,e,j,i,part 1 match the words or phrases on the left with the definitions on the right.,3. vocabulary,text a,travel agent needless to say and so forth tack on prefer to be comfortable with leave f

23、or take on,1. her face _ a terrified expression. 2. at the last minute, they _ a couple of extra suggestions to my schedule. 3. obviously theyre not enthusiastic, hardworking _, but i dont really like to fire anyone. 4. the _ promised to give the tourists a wonderful trip which is well worth their m

24、oney.,took on,part 2 complete the sentences with the following words or phrases. change the form where necessary.,3. vocabulary,tacked on,and so forth,travel agent,text a,travel agent needless to say and so forth tack on prefer to be comfortable with leave for take on,5. he asked me yesterday when i

25、 should _ paris. 6. people _ somebody that are stupid, even though they often had to say things twice or write new words in his notebook. 7. everyone has certain likes and dislikes, and there is no denying that we all _ do the things that we like. 8. _, my first choice is your company.,leave for,par

26、t 2 complete the sentences with the following words or phrases. change the form where necessary.,3. vocabulary,are comfortable with,prefer to,needless to say,text a,unbelievable proceed sophisticated bothersome straightforward via unfortunate extra,1. aircraft noise is particularly _ near the airpor

27、t. 2. its _ that ive got such a good opportunity. 3. as far as defense is concerned, we need to buy more _ weapons. 4. passengers for madrid should _ to gate 26 for boarding.,bothersome,part 3 complete the sentences with the following words. change the form where necessary.,3. vocabulary,unbelievabl

28、e,sophisticated,proceed,text a,unbelievable proceed sophisticated bothersome straightforward via unfortunate extra,5. he explained quite _ that there wasnt enough work for us all and some of us had to be fired. 6. membership allows customers to book _ a dedicated “hotline”. 7. you may be charged 10%

29、 _ for this service. 8. it is _ that your flight was cancelled.,straightforwardly,part 3 complete the sentences with the following words. change the form where necessary.,3. vocabulary,via,extra,unfortunate,text b,ever since the boom of computer science, many new forms of businesses have popped out

30、with their splendid future. business process outsourcing, bpo in short, is one of the most popular types in recent china. bpo business process outsourcing (bpo) is the business practice of using specialized people or companies outside of the main business area. a good example of bpo is when large co

31、mpanies use call centers located in different parts of the world. the call centers handle enquiries for the company as if they were within the main company. however, the call enquiries routed to the off-site call centers usually deal with only one facet of the companys business. there are a number o

32、f bpo applications within many companies. information technology, accounting, payroll and human resources can all be handled by bpo. work may be sent outside of the main company to others who specialize in the appropriate area.,text b,a company may use bpo because of cost considerations, or simply b

33、ecause they do not have the expertise to deal with certain areas. many companies have come under criticism for using bpo to cut costs, especially in the call center area. many of the call centers that companies use are now based in developing countries, where the cost to run a business is far lower

34、than in the location of the main company. china, for example, is a growing home to many call centers for businesses around the world. salaries in china are relatively low compared to those in the western world. china also has a very high number of english speaking graduates, and many call center wor

35、kers in china are university and college graduates. by outsourcing business to countries such as china, companies can generate larger profits. they do not have to pay the large salaries that would be required if the call centers were based natively. despite public criticism of bpo, many such jobs ha

36、ve been created in developing countries.,text b,many people see bpo as a no-lose situation, but others have not been convinced. businesses have begun to compete with each other to offer the lowest prices possible. if one business is using bpo in a developing country, then it makes sense for other bu

37、sinesses to follow suit. this leads to a growing lack of resources in developed countries. another cause for concern with bpo is that employment will drop in developed countries such as the us and uk. if all business is outsourced at a lower cost to other countries, then employment in the companys n

38、ative country will begin to fall. in the long term, bpo may not be as ideal as companies think. economists believe that the practice needs greater consideration and that research must be conducted on the long-term effects of bpo.,text b,text b,part 1 fill in the blanks with no more than 4 words acco

39、rding to the passage.,1. retelling,1. bpo is the business practice of using specialized people or companies outside of the_. 2. bpo can handle information technology, _, payroll and _. 3. china has a very high number of english speaking graduates, and many call center workers in china are _. 4. desp

40、ite public criticism of bpo, many such jobs have been created in _ _. 5. business have begun to compete with each other to offer _ possible.,the main business area,accounting,human resources,university and college graduates,developing,the lowest prices,countries,text b,part 2 retell the passage with

41、 the help of the above sentences in part 1 in no less than 80 words.,1. retelling,text b,decide whether the following statements are true or false.,2. comprehension,1. the call enquiries routed to the off-site call centers usually deal with all facets of the companys business. 2. a company may use b

42、po simply because they do not have the expertise to deal with certain areas. 3. they have to pay the large salaries that would be required if the call centers were based natively. 4. if one business is using bpo in a developing country, then it makes sense for other businesses to follow suit. 5. if

43、all business is outsourced at a lower cost to other countries, then employment in the companys native country will begin to fall.,(),(),(),(),(),f,f,f,t,t,text b,collect information about the development of e-, and give a presentation to the class.,3. group work,real life practice,group work youve d

44、ecided to open an online store and now you need a business plan. work with your partner to work out a plan for your start-up. search for successful online stores on and learn from them. the following questions can be taken into consideration. 1. what should you do to start your e-business? 2. what p

45、roducts are you going to specialize in? 3. how can you promote your goods online? 4. what will be done to protect your transaction?,translation skills,商业广告的语言特点 商业广告是指用于推销商品或服务等的商业性公告，一般包含标题、正文、广告标语、商标、附文等几个部分。如今，商业广告已经渗透到社会活动的各个领域，广告活动已不仅仅是向人们介绍新产品和新服务的经济活动，同时已成为一种文化交流，成为传播文化的主要媒介。 一、商业广告的词汇特点 1. 简

46、单易懂，短小实用 商业广告以篇幅或时间收费，故要用简短实用的文字形式。 例如：take time. any time. 无论何时，享受生活。,translation skills,2. 创新有趣，富于变化 为引人注目，商业广告中常会利用英文文字的拼写变化或中文发音的谐音合成新词，使语言变得富有新意，从而激起消费者认知或消费欲望。 例如：what could be delisher (delicious + fish + er) than fishes? 有什么比fishes 更美味的呢？ 3. 巧用形容词比较级和最高级 为了描述产品卓越的性能和优良的品质，商业广告语言多使用形容词的比较级和最高

47、级对产品进行美化和粉饰。 例如：lets make things better. 让我们做得更好。,translation skills,二、商业广告的句子特点 1. 语言简洁、音韵和谐 商业广告必须朗朗上口、言简意赅，才能脱颖而出，给人留下深刻印象。 例如：dont just dream it. drive it. 心动不如行动。 2. 功能句型的使用 广告英语中经常会出现疑问句、祈使句等具有一定功能作用的句型。 例如：are you going grey too early? 你的乌发是不是白得为时过早？ 3. 重复关键词, 使用平行结构 为了突出产品的某一特性，重复关键词，使用平行结构，

48、易突出主题，给人留下深刻印象。 例如：mosquito bye, bye, bye.（关键词重复）蚊虫杀、杀、杀！,translation skills,三、商业广告的修辞特点 作为语言的一种表达技巧，修辞在商业广告中被广泛使用，如比喻、拟人、双关、仿拟、押韵、对比等。修辞手段的运用往往决定着广告的创意和效果，利用修辞手段可使广告语言生动活泼，赋有艺术感染力。例如： ebel the architects of time.（比喻）“依贝尔”手表时间的缔造者。 unlike me, my rolex never needs a rest.（拟人）我的劳力士不像我，它从不休息。,translati

49、on skills,translate the following sentences into chinese.,exercises,1. breakfast without orange juice is like a day without sunshine. (某橘汁广告),2. flowers by interflora speak from the heart. (某鲜花广告),simile（明喻）没有橘汁的早餐犹如没有阳光的日子。,personification（拟人）英特拂劳拉的鲜花倾诉衷肠。,translation skills,translate the following

50、 sentences into chinese.,exercises,3. look young in only two weeks. (某化妆品广告),4. catch that pepsi spirit. drink in it. (百事可乐广告),hyperbole（夸张）两周之内变年轻！,antithesis (对仗) 品味百事精神，争相开怀畅饮。,translation skills,translate the following sentences into chinese.,exercises,5. big thrills, small bills. (出租汽车公司广告),rhy

51、me（尾韵）大刺激，小花费。,format,practical writing,introduction: (an introduction of the background information and the purpose of the proposal) proposal required sources benefits & weaknesses (if there are some),sample,practical writing,proposal on investment potential of ramsden breweries and bute chemicals

52、introduction: this proposal aims to suggest which company, either ramsden breweries or bute chemicals, this company should invest by. studying the current situation of two companies. ramsden: the company had mixed results last year, although turnover increased by approximately 25% net profit rose by

53、 less than 4%. however, restructuring may be able to eliminate these inefficiencies and expected growth in the drinks industry suggests opportunities for increased profits.,sample,practical writing, bute: results were disappointing, with turnover and profit both falling slightly. nevertheless, the c

54、ompany managed to increase its dividend to shareholders. the rumored merger seems likely to push up the share price considerably. conclusion: despite the merger rumors, any investment in bute chemicals would involve a risk. ramsden, on the other hand, despite its present inefficiency, is still profi

55、table and has definite potential for further growth. proposal: we would recommend investment in ramsden breweries.,practical writing,situation writing you are required to write a proposal on reducing the utility expenses. points: in the past six months, the utility costs of the school of internation

56、al studies increased 30% compared with those of last year. causes relating to the increase are: old facilities, peoples waste, inefficient management. measures to reduce the costs: control the expenses, entrust an employee to deal with the waste, replace the old ones, change schedules to use the fac

57、ilities more efficiently.,practical writing,proposal on reducing the utility expenses in the past six months, the utility costs of the school of international studies increased 30% compared with those of last year. this report studies the causes of the increase and makes recommendations to solve the problem. cause of the i