剑桥商务英语课文辅导4a_Brand_Power

1、学习重点1 Homework Review 2 What are the public relations?3 The benefits of good HR4 Organizing a PR event5 Vocabulary consolidation on unit 4b6 Unit 5a preview - relocation7 Oral practice - Selling products8 数字知识系列（一）9 完型填空10 HomeworkI. Homework Review 3commitmentdiversifysaturatedattractionreliablestr

2、engthencouragegrowing4happy withdiversify intoset upbe faced withto stay/be loyal toexchanged forcompete withbe committed to sth.作文讲评：Dear Mr. OlteyThank you for your letter of 10 November 2002 concerning car arrangements for our December conference.I would like to inform you that certain changes ha

3、ve been made.9 December Firstly, you can collect our delegates from Grand Hotel at 8.30am rather than 8.15 because the conference centre is not far. We will not need your cars to transfer guests at 6pm because we will hold the Chairmans party in the conference center instead of the Grand Hotel.10 De

4、cember You will take delegates to my factory site. However, our factory site is in Commercial Road not Station Road. I am sorry for the mistake. After you return to the Grand Hotel for lunch, could you possibly wait there until 2.30pm? There are twelve people who need transport to the airport.I do h

5、ope these changes will not inconvenience you and I will phone you next week to check if everything is fixed.Yours sincerelyDavid Guan II. What are public relations? public relations noun1 uncountable the work of explaining to the public what an organization does, so that they will understand it and

6、approve of it 公共关系工作They ran their own successful public relations business in London. 他们在伦敦经营自己的非常成功的公共关系公司。2 plural the relationship between an organization and the public 公共关系The project has been disastrous for the bank in terms of public relations. 就公共关系而言，该项目对这家银行而言是失败的。a public relations exerc

7、ise (=done in order to improve the relationship between the public and an organization) . 公共关系运作1. Decide whether the following are the responsibility of the PR or Marketing Department at Skoda.*Eilish OShea apostrophePR Communication with the press Development of the companys reputation Public awar

8、eness of company valuesMarketing Department Research into the publics needs Brand development Decisions about product pricing2. 语言要点：描述工作职责My job is to . My job is to plan and manage the public relations strategy for the Skoda brand in the UK.Im responsible for This means Im responsible for dealing

9、with the press,My job involvesIn this job you have to Vocabularydealership noun countable a business that sells a particular companys product, especially cars 代理经销（尤指代理汽车销售）primary adjective1 usually before noun most important 最重要的同义词 mainOur primary concern is to provide the refugees with food and

10、healthcare.我们最主要的担忧就是向难民提供食品和医疗援助。Many of the villagers rely on fishing as their primary source of income. 这里多数村民依赖捕鱼作为他们主要的收入来源。primary purpose/aim/objective Their primary objective is to make money. 他们最主要的目的就是要盈利。Personal safety is of primary importance. 个人安全是最重要的事情。2 only before noun especially B

11、ritish English relating to the education of children between five and eleven years old 英国英语：初级的American Equivalent: elementaryprimary education 小学教育provide verb transitiveto give something to someone or make it available to them, because they need it or want it 提供Tea and biscuits will be provided.pr

12、ovide something for somebodyThe hotel provides a shoe-cleaning service for vide somebody with somethingThe project is designed to provide young people with work.differ verb intransitive1 to be different from something in some way 不同The two systems differ in many respects. 这两个体系在很多方面都不同。dif

13、fer fromPeople differ from one another in their ability to handle stress. 人们在应对压力时各不相同。differ betweenThe symptoms did not differ between the two groups. 两组实验的结果没有显示出不同的症状。differ widely/greatly/significantly etc We soon found that prices differed enormously. 我们很快就发现价格差异很大。 Experts have differing view

14、s on the subject. 专家就该问题观点各不相同。2 if two people or groups differ about something, they have opposite opinions 意见不一致 同义词 disagreediffer about/on/overThe two lawyers differed about how to present the case. 这两位律师就如何打官司意见不统一。identify verbtransitivepast tense and past participle identified present partici

15、ple identifying third person singular identifies1 to recognize and correctly name someone or something 准确地认出（人或物）The police took fingerprints and identified the body. 警察提取了指纹并确认尸体。2 to recognize something or discover exactly what it is, what its nature or origin is etc 确认，发现Scientists have identifie

16、d the gene that causes abnormal growth. 科学家们发现了引起非正常增长的基因。They identified a number of problem areas. 他们找出了一些问题出现的领域。satisfy verbtransitive if you satisfy someones needs, demands etc, you provide what they need or want满足satisfy somebodys needs/demands/desires 满足需要The program is designed to satisfy th

17、e needs of adult learners. satisfy somebodys hunger/appetite (=give someone enough food to stop them from feeling hungry) 满足了胃口/食欲A salad wont be enough to satisfy my appetite.Just to satisfy my curiosity (=find out something), how much did it cost? 满足好奇心on a regular basis What is a PR?Marketing has

18、 more to do with identifying customer needs and developing the right products to satisfy those needs. PR, on the other hand, is more concerned with establishing and maintaining goodwill and understanding between the company and its public.Marketing reaches the public through advertising, whereas we

19、work more with the press and broadcast media.u Listen to the tape again. Match the verbs with the phrases to describe the role of the PR Department at Skoda.manage the public relations strategydeal with the press and public with informationprovide the press, television and radiogive an accurate pict

20、ure of the companymaintain goodwill and understandingbuild long-term relationship3. Speaking. Find out about your study partners duties and responsibilities or yours.III. The benefits of good PRListening.1. B 2. A 3. C 4. C 5. A 6. B 7. C 8. BVocabularygenuine adjective1 a genuine feeling, desire et

21、c is one that you really feel, not one you pretend to feel 真实的（感受）同义词 sinceregenuine interest/concern/desire etc 真感兴趣/真切的担忧/真实的愿望The reforms are motivated by a genuine concern for the disabled.这些改革是由对残疾人真切的担忧而实施的。2 something genuine really is what it seems to be 真实的 同义词 realWe need laws that will pr

22、otect genuine refugees. 我们需要保护真正难民的法律。3 someone who is genuine is honest and friendly and you feel you can trust them 真诚的 反义词 falseShe is the most genuine person Ive ever met. 她是我遇到过的最真诚的人。genuinely adverb The boy seemed genuinely interested.这个男孩看上去真感兴趣。genuineness noun uncountablemisconception noun

23、 uncountable and countable an idea which is wrong or untrue, but which people believe because they do not understand the subject properly 误解popular/common misconception 普遍的/常见的误解There is a popular misconception that too much exercise is bad for you. 现在流行的误解就是太多的身体锻炼会对你有害。misconception thatRefugees h

24、ave the misconception that life is great over here. 难民们误认为这里的生活很美好。misconception aboutmany peoples misconceptions about the blind and deaf 许多人对于盲人和聋人存在的误解up-to-date adjective1 including all the latest information 最新的up-to-date information/data/figures/news etc 最新的信息/数据/数字/消息They have access to up-to

25、-date information through a computer database. keep/bring somebody up-to-date (=to give someone all the newest information about something) Our magazine will keep you up-to-date with fashion. 我们的杂志会让你获得最新的时尚信息。2 modern or fashionable 现代的，时尚的up-to-date equipment/facilities/technology etc 现代的设备/设施/技术u

26、p-to-date kitchen equipment 现代厨房设备keep/bring something up-to-date (=to make something more modern) The old system should be brought up-to-date. 这套老系统应该更新升级。marketplace countable1 the marketplacethe part of business activity that is concerned with buying and selling goods in competition with other co

27、mpanies 市场Some retailers worry that new regulations will hurt their ability to compete in the marketplace. 一些零售商们担忧新法规会伤及他们在市场中与对手竞争的能力。2 an open area in a town where a market is held 集市emphasis noununcountable and countableplural emphases1 special attention or importanceemphasis onIn Japan there is

28、 a lot of emphasis on politeness. 在日本，人们很重视礼貌。put/place emphasis on something The course places emphasis on practical work. 这门课程重视实际工作技能。a change of emphasis in government policy 政府政策重心的转变2 special importance that is given to a word or phrase by saying it louder or higher, or by printing it in a spe

29、cial way 重音emphasis onThe emphasis should be on the first syllable. 这个单词的重音应该在第一个音节上。point-of-sale materialshowroom noun countable a large room where you can look at things that are for sale, such as cars or electrical goods 展示间a car showroom 汽车展示间regardless adverb1 without being affected or influen

30、ced by something 不管regardless ofThe law requires equal treatment for all, regardless of race, religion, or sex. 法律面前人人平等，无论你的种族，宗教信仰或性别。indication noun uncountable and countablea sign, remark, event etc that shows what is happening, what someone is thinking or feeling, or what is true 指示indication o

31、fDark green leaves are a good indication of healthy roots. 深绿色的叶子是根部健康的标志。Could you give me some indication as to when I am likely to receive a reply? 你能就我何时可以收到答复给我一些提示吗？indication (that)Indications are that the situation hasnt improved much. 众多信息提示状况并没有改善。There is every indication (=there are very

32、 clear signs) that it is true. 有种多迹象显示这件事是真的。Record HIGHEST/BEST EVERcountable the fastest speed, longest distance, highest or lowest level etc that has ever been achieved or reached, especially in sport 最好的纪录As a student, he broke the Scottish record for the 100 metres. 作为一名学生，他打破了苏格兰100米的纪录。set a

33、new world record 创造了新的世界纪录British exports in 1991 were at an all-time record. 英国的出口量在1991年创下了历史最高纪录。A record number of people have been thrown out of their homes. 创纪录的人们被赶出了家门。personal satisfaction be down to somebodyif an action or decision is down to you, it is your responsibility 由. 负责Its down to

34、 me to make sure that everyone is happy. 我的职责就是让每个人都开心。 be down to somebody/somethingto be the result of one persons actions or one particular thing 归因于Speaking. public image -image agent形象代言人IV. Organising a PR eventbranding noun uncountable a practice which involves a company giving a group of the

35、ir products the same brand name, helping this name to become well-known 树立品牌形象的做法paperwork noun uncountable1 work such as writing letters or reports, which must be done but is not very interesting 文书工作Police work involves so much paperwork these days. 现在警察也要做大量的文书工作。2 the documents that you need for

36、 a business deal, a journey etc 文书venue noun countablea place where an organized meeting, concert etc takes place 地点sporting/conference/concert etc venue 体育/会议/音乐会举办的地点The first thing to do is book a venue. 第一件要做的事就是预定场地。The band will play (=perform at) as many venues as possible. 这个乐队将会尽可能多地在各地表演。v

37、enue forthe venue for the latest round of talks 最近一轮谈判的地点monitor verb transitive1 to carefully watch and check a situation in order to see how it changes over a period of time 监察，监管Patients who are given the new drug will be asked to monitor their progress. 服用新药的病人需要监视他们病情的进展。The government is monit

38、oring the situation very closely. 政府正在密切地监视着局面。The temperature is carefully monitored. 人们正密切地监控着温度。monitor what/how etcWe need a better system for monitoring what is going on. 我们需要一个更完善的体系来监控事情的进展。2 to secretly listen to other peoples telephone calls, foreign radio broadcasts etc 窃听He suspected that

39、 his phone calls were being monitored. 他怀疑他的电话被窃听了。access noun uncountable1the right to enter a place, use something, see someone etc 进入某地、使用某物或看望某人的权利access toAccess to the papers is restricted to senior management. 只有高层管理人员才有权看到这些文件。Cats should always have access to fresh, clean water. 要经常让猫能够喝到新鲜

40、干净的水。2 how easy or difficult it is for people to enter a public building, to reach a place, or talk to someone 可接近性 a villa with easy access to the sea 一座很容易就到海边的别墅3 the way you use to enter a building or reach a place 途径，通道Access is by means of a small door on the right. 入口处在右边的一个小门。access toAccess

41、 to the restrooms is through the foyer. 去往厕所的路要穿过大堂。4 have access to a car/a computer etc to have a car, computer etc that you can use 可以使用车或登陆电脑5 gain/get access (to something)to succeed in entering a place or in seeing someone or something 可以进入某地或看到某人The police managed to gain access through an up

42、stairs window. 警方试图通过楼上的窗户进入。information pack 信息袋info noun / uncountable informal 信息informationclash verb1 intransitive if two armies, groups etc clash, they start fighting - used in news reports 新闻用语：军队冲突Troops clashed near the border. 双方军队在边境交火了。clash withPolice have clashed with demonstrators aga

43、in today. 警方今天又与示威者发生了冲突。2 intransitive if two people or groups clash, they argue because they have very different beliefs and opinions - used in news reports 新闻用语：争辩clash withDemocrats clashed with Republicans in a heated debate. 共和党人士在一次充满火药味的辩论中与共和党人士激烈地争辩着。clash over/onThe two men have clashed o

44、ver the reports conclusions. 这两个男人就该报告的结论争辩起来。3 intransitive especially British English if two events clash, they happen at the same time in a way that is inconvenient 两件事撞车American Equivalent: conflictclash withThe announcement has been delayed to avoid clashing with the Prime Ministers speech. 为了避

45、免与总理的讲话同时发布，该声明被推迟。freelance adjective, adverbworking independently for different companies rather than being employed by one particular company 自由职业的（地）She works freelance from home. 她在家做自由职业者。freelance journalist/writer/photographer etc 自由职业记者/作家/摄影师freelance verb intransitive 作自由职业Hes freelancing

46、 for several translation agencies. 他为几家翻译社作自由职业。freelance also freelancer noun countable 自由职业者photographer noun countable someone who takes photographs, especially as a professional or as an artist 摄影师a fashion photographer 时装摄影师printer noun countable1 a machine which is connected to a computer and

47、can make a printed record of computer information 打印机a laser printer 激光打印机a colour printer 彩色打印机2 someone who is employed in the trade of printing 印刷工人itinerary nouncountable a plan or list of the places you will visit on a journey 旅行计划 （复数 itineraries）His itinerary would take him from Bordeaux to B

48、udapest. 他的旅行计划显示他将从波尔多到布达佩斯。brief verb transitive to give someone all the information about a situation that they will need 情况通报brief somebody on something The president has been fully briefed on the current situation in Haiti. 总统得到了目前海地局势的详细汇报。briefing noun uncountable and countable information or

49、 instructions that you get before you have to do something 信息，指令Key: Advanced preparation E6 weeks ahead C G 3 weeks ahead D1 week ahead AAt the event B FEx. 3. Writing.Dear Mr. DowneI am pleased to be able to invite you to the launch of English Tomorrow, the exciting new multi-level CD-ROM program

50、for business English learners. English Tomorrow is published by Talk International in cooperation with Bookers Publishers.The official launch will take place at 3pm on 25th July at Royal Bell Hotel, South Harford, Somerset.During the afternoon there will be an opportunity for you to try out the mate

51、rial. Moreover, the designers - Mark Brightman and Sally Waters, and representatives of Bookers Publishers will be present to answer any questions you may have.I do hope your schedule will allow you to accept our invitation. I would be grateful if you could confirm your attendance by 20 June at the

52、latest and look forward to hearing from you.Yours sincerelyRuth WilliamsPR Manager V. Vocabulary consolidation of unit 4b on page 164VI. Unit 5a Relocationrelocate verb intransitive and transitive if a person or business relocates, or if they are relocated, they move to a different place 搬家relocate

53、toA lot of firms are relocating to the North of England. 许多公司都搬到了英格兰的北部地区。relocate inbusinesses that relocate in depressed areas 搬到经济萧条地区的公司relocate somebody/something to somethingThe residents were relocated to temporary accommodation while the work was being done. 当工程正在进展的时候，居民被暂时安置在别的地方。relocatio

54、n noun uncountableWhy do companies relocate?Speaking. Why do companies relocate to another part of the same country? Why do they relocate to another country?Factors into consideration: Employment costs, grants, transportation, telecommunications, You can preview the text “Thinking of relocating?”VII

55、. Oral Practice -Selling products Selling Productsu Which aspect of a product do you think is most important to customers?参考答案I think reliability is the most important aspect of a product. It should last for years. Besides, user-friendliness is also another important aspect. With modern technology, products are sophisticated. However, it should be easy to use with their multi-functions.a sophisticated machine, system, method etc is very well designed and very advanced, and often works in a complicated w