BEC劍橋商務英語資料：Unit 16-17

1、Unit 16CompetitionComparison of adjectives1. ListeningThe Sales Manager of Brotherton Plc is talking about the companys main competitors. As you listen, complete the table below. Rank in order1-4.Listening taskLets look at the competition. Now, our main competitor-Benton-entered the market in 1982-t

2、en years later than us. But since then they have grown more rapidly and are now the biggest in terms of market share. Why? Mainly because of their product development. Their products are better, sold at lower prices and presented more attractively. At the moment their main weakness is that they have

3、 the lowest profitability.Now, our second major competitor is Zecron, they entered the market at the same time as us. They have a lower market share than us and their products are sold at slightly higher prices. However, their annual return shows greater profitability and much heavier investment in

4、plant and machinery over the last two years. So they are in a good position to overtake us soon.The last competitor is Mansell. They have been in the market slightly longer than us and Zecron. They have a much smaller market share, but their products are sold at the top end of the market at much hig

5、her prices. As a result they achieve the best profitability of the four companies with much lower turnover.So, what can we say about our own position? Well, our products are medium-price but less attractive than Bentons. were getting a problem with reliability. Certainly Bentons range has a reputati

6、on for being much more reliable. Our market share is higher than Zecron and Mansell, but they are more profitable than us. So, we must become more competitive during the next two years if we are to hold on tour market share and increase profitability.2. PresentationIn this extract you heard a variet

7、y of comparative and superlative forms of adjectives.2.1 Forming comparative and superlative adjectives2.1.1 Adjectives with one syllablelong-longer-the longestbig-bigger-the biggestlow-lower-the lowesthigh-higher-the highestlate-later-the latest2.1.2 Two-syllable adjectives ending in yheavy-heavier

8、-the heaviestearly-earlier-the earliest2.1.3 Adjectives with two or more syllablesreliable-more reliable-the most reliableexpensive-more expensive-the most expensiveprofitable-more profitable-the most profitable2.2 Modifying comparative adjectivesWe can also modify the strength of the comparative ad

9、jective.# If we want to make it stronger, we can use much. e.g. a much smaller market sharemuch more reliable# If we want to make it weaker, we can use slightly.e.g. slightly higher pricesslightly longer3. Controlled practiceUse the table in the Listening section and the language in the Presentation

10、 section to complete these sentences.Mansell have been in the market_ _.Brotherton entered the market _ than Benton.Benton entered the market ten years _ than Brotherton.Benton have _ _ market share.Mansell have a much _ market share than Brotherton.Bentons products are sold at _ _ prices.Mansells p

11、roducts are sold at _ _ prices than Brothertons.Zecrons products are _ _ _ than Brothertons.Mansell is _ _ profitable company.Brotherton is _ _ than Benton.課文注釋及詞匯講解：* in terms of 在方面e.g. Benton Co. is the biggest in terms of market share.本頓公司的市場份額最大。In terms of the numbers in employment hotel indus

12、try is the largest in this city.就雇用人數(shù)來說，旅館業(yè)是這座城市最大的產(chǎn)業(yè)。* present 呈現(xiàn)，介紹，引見，提交注意：得音在第二個音節(jié)上。Present 還可用做名詞，此時是“禮物”的意思，重音在第一個音節(jié)上。e.g. Their products are presented more attractively.他們的產(chǎn)品在外觀上更吸引人。We shall present a complete report to the board of directors.我們將向董事會提交一份完整的報告。* weakness 弱點e.g. At the moment

13、their main weakness is that they have the lowest profitability.當前他們最主要的弱點是利潤率最低。* major 主要的e.g. major competitors 主要的競爭對手major problems 主要的問題* enter the market 進入市場e.g. They lowered their prices in order to enter the competitive market.為進入競爭激烈的市場。他們降低了價格。* return 報告e.g. Their annual return shows gre

14、ater profitability and much heavier investment in plant and machinery over the last two years.年度報告表明，在過去兩年中他們的利潤率有的提高，在廠房和機器方面的投資大有增加。* position 位置in a position to do sth. 能夠做某事e.g. Now we are in a good position to defeat our competitors.現(xiàn)在我們完全有能力擊敗競爭對手。* overtake 超過e.g. ABC Co. is in a good positio

15、n to overtake us in terms of profitability.從利潤率方面來說，ABC公司很有能力超過我們。* at the top end of the market 面向高收入顧客的市場market 可分為up-market由收入較高的顧客構成的市場，這些顧客一般不在乎價錢，而注重產(chǎn)品的質量、品牌和形象和down-market廉價商品市場。Top end of the market 是指up-market，這種市場雖然銷售量不一定大，利潤率卻非常高。* reliability 可靠性本文中指產(chǎn)品質量reliable （質量）可靠的e.g. Our products

16、enjoy good reputation for their reliability.我們的產(chǎn)品以質量可靠而聞名。* get a problem with 在方面出問題。e.g. We are getting a problem with reliability.我們在產(chǎn)品質量的可靠性方面出了問題。Weve got a problem delivery.我們在交貨方面有問題。* hold on to 保持住e.g. hold on to our market share 保持住我們的市場份額* share capital 股本指股東的資本* premises 廠房注意：要用復數(shù)形式* age

17、 in market 市場年齡即進入市場的時間長短聽力譯文：我們來看一下競爭的情況吧。我們主要原因競爭對手本頓公司于1982年進入市場，比我們晚10年。但他們增長得我們快，現(xiàn)在已占有了最大的市場份額。為什么呢？主要是由于他們的產(chǎn)品開發(fā)。他們的產(chǎn)品質量更高、價格更低而且外觀更吸引人。目前，他們最大的弱點是利潤率最低。現(xiàn)在，再來看一下第二個主要競爭對手澤克倫公司。他們與我們同時進入市場。他們的市場份額比我們小，產(chǎn)品價格也略高一點。但他們的年度報告表明，在過去兩年中他們的利潤率較高而且在廠房和機器設備上的投資更多。因此他們完全有能力很快超過我們。最后一位競爭對手是曼塞爾公司，他們進入市場的時間比我們

18、公司和澤克倫公司要長一些。他們的市場份額要小得多，但產(chǎn)品主要賣給高收入階層的客戶，價格也高得多。因此，在四個公司中，他們銷售額最低，但利潤率最高。那么，我們自己處在什么樣的位置呢？嗯，我們的產(chǎn)品價格適中，但不如本頓公司的產(chǎn)品有吸引力。我們的產(chǎn)品可靠性方面也開始出現(xiàn)問題了。當然，本頓公司的產(chǎn)品系列以質量更可靠而聞名。我們的市場份額比澤克倫公司和曼塞爾公司都有大。但他們的利潤率比我們高。因此，今后兩年里我們?nèi)绻氡３肿∈袌龇蓊~并提高利潤率，就必須提高競爭力。Exercises-A將下列句子換個說法。第一句已做出。Axon has slightly more employees than Bente

19、l Bentel has slightly fewer employees than Axon.Tom has far more customers than Harry. Harry _My company has slightly fewer trainess than yours. Your company _The secretaries here do far more work than the boss. The boss _I get far less satisfaction from administration than from research. I _Exercis

20、es-B請用以下形容詞的正確形式填空。low, bad, noisy, heavy, fair, light, large, hot, nice, good, busyOur new model is popular because it only weighs 7 kilos. At 8.5 kilos, our old model was _.Weve already re-designed our products. The colour was a little too dark. Now its _.The weather in the Tropics is comfortable

21、at the moment, but it will soon get _up to 45.The way we appoint people to jobs is very unfair. We need a _system.Because of new production methods, our production costs are _. This means we can keep our prices the same, even with inflation.I dont like the new computer printer. Its _ than the old on

22、e. Nobody can hear a word while it is printing.We havent had much work to do recently. However, we have had one or two orders in the past week and are starting to become _.I dont like our new boss at all! Our previous boss was _.Were extending our showroom by 6 square metres. This will give us a _ s

23、pace.Our results arent good this year. But Im full of confidence. I expect our results next year to be _!(Response to 10) Do you think so? Im afraid they may be _!Exercises-C根據(jù)以下圖表提供的信息，用所給形容詞的最高級完成下列句子。successful, large, fast, profitable, high, efficient, small請見附圖These three companies make the sam

24、e products. Ozal has (1) market share, but it is not (2) profitable company. Nafco, which has the (3) workforce and only 30 percent of the market share, had (4) profits last year. If we look at the profits and the number of employees, Nafco seems rate, and it could be (7) company in the future.Trans

25、lation我們廠有三個主要競爭對手，他們生產(chǎn)的機床占了70%的市場份額。其中紅都廠牌子最老，利潤率最高。他們的產(chǎn)品精密耐用，因而以很高的價格占據(jù)了高檔品市場。沃頓廠生產(chǎn)的機床價格低廉，占的市場份額最大，雖然利潤率不如我們高。沃特廠生產(chǎn)大型機床，投資很大，市場穩(wěn)定，但利潤率很低。三家機床廠積壓有優(yōu)勢又積壓有弱點。我們今后若想有競爭力，道德要保證質量的可靠性以保持住市場份額，然后再提高利潤。Key to Exercises-A2. Harry has far less customers than Tom.3. Your company has slightly more trainees th

26、an ours.4. The boss does far less work than the secretaries here.5. I get far more satisfaction from research than from administration.Key to Exercises-BheavierlighterhotterfairerlowernoisierbusiernicerlargerbetterworseKey to Exercises-Cthe largestthe mostsmallestthe highestthe most deeicientthe fas

27、testthe most successfulKey to TranslationWe mainly have three competitors, whose lathes take 70% of the market share. Among them Hongdu has the longest history and highest profitability. The precision and endurance of their products have enabled them to sell at the top end of the market at much high

28、er prices. Voton, with their low prices, have seized the lions share, though their profitability is lower than ours. As a producer of large lathes, Walt have invested heavily and maintained their market share, but their profitability ranks the lowest.All the three lathe producers have their own stre

29、ngths and weaknesses. If we are going to be competitive, we have to guarantee reliability to hold on to the market share, and then increase profitability.Unit 17Project timingPrepositions of time1. ListeningListen to the telephone conversation about the timing of a construction project. As you liste

30、n, complete the key for the project planner below.Listening taskA: Im phoning about the timing for the Vienna project.B: Right, weve got a starting date for that havent we?A: Yes, we begin a pilot study on 5 November.B: Right, how long is that expected to last?A: We should finish the study in three

31、weeks.B: Good, then whats the next stage?A: Well, weve got a meeting with the contractor scheduled for 1 December. If everything goes according to plan, well sign the contract then. And work can commence at the beginning of January.B: So whats the first stage?A: Well, excavation will begin in Januar

32、y and is due to finish by the middle of February. Now, after that we could have a problem.B: Whats that?A: You remember weve sub-contracted the German firm to do the foundations. They promised to start in the middle of February. They are now saying they cant.B: Right, Ill get on to them. When are th

33、ey due to finish the foundations?A: In the contract, it says by 28 February.B: I see, and then?A: Construction work should begin on 5 March. Were on a pretty tight schedule. All the work has to be done in March and April.B: OK. I see the problem. Ill phone you back in the afternoon at about three. B

34、ye.A: Goodbye.2. PresentationNotice how the following prepositions are used to refer to time:Notice also these expressions which are used when talking about timing:is due to The project is expected to start onis scheduled to3. Controlled practiceComplete these sentences with an appropriate prepositi

35、on of time.The work is due to begin _ the end of April.We are hoping to meet the engineer _ the weekend.We expect to sign the contract sometime _ June.We arrived _ time to see them leave.They are scheduled to finish _ the middle of July.I arranged to meet him _ 15.30 _ Tuesday.The plane took off pre

36、cisely _ time.We are busiest _ spring.The contract must be finalised _ the end of the month, at the latest.He phoned me _ one oclock _ night.課文注釋及講解：* time 安排時間e.g. Im phoning about the timing for the Vienna project.我打電話號碼是為維也納項目的時間安排問題。The promotion campaign is not well timed, for the product is al

37、ready off season.促銷活動開展得不是時候，因為產(chǎn)品已經(jīng)過季了。* schedule 安排時間e.g. Weve got a meeting with the contractor scheduled for 1st December.我們與承包商定于12月1日會面注意：schedule后面接表示時間的詞時要用介詞forWe are scheduled to meet our MD on Wednesday.我們安排在星期三見總裁。schedule 日程安排，時間表e.g. on a tight schedule 日程緊have a full schedule 日程排得很滿lay

38、 out/plan/make a schedule 排出日程* according to 按照e.g. If everything goes according to plan, well sign the contract then.如果一切按計劃進行，那么屆時我們將簽合同。Buyers and sellers have to act according to the terms and conditions in their contract.買方和賣方必須按合同條款履約。* commence 開始，著手commence 比begin更正式e.g. He commenced his bus

39、iness yesterday.昨天，他開張營業(yè)了。Work can commence at the beginning of January.可以 在1月初開始工作。* excavation 挖土，挖掘* do the foundations 打地基也可以說 lay the foundations* finalise 完成e.g. The contract must be finalised by the end of the month, at the latest.這個合同最遲必須在本月末完成。* 一個項目計劃Project plan大致包括以下內(nèi)容：初期調研，預先調研Prelimina

40、ry study協(xié)商合同Contract negotiation可行性研究Feasibility study培訓Training安裝Installation施工日期Implementation date聽力譯文：A：我打電話是為維也納工程的時間安排問題。B：噢，我們已經(jīng)定了開始的日期，對吧？A：對，我們將在11月5日開始試驗研究。B：對，那將持續(xù)多長時間？A：我們將在三周內(nèi)完成研究。B：好。下一步是什么？A：我們定于12月1日與承包商會面。如果一切按計劃進行，我們屆時將簽合同，并且可以于1月初動工。B：那第一步是什么？A：嗯，將在1月份開始破土，定于2月中旬結束。然后，我們會遇到一個問題。B：

41、什么問題？A：您記得嗎？我們曾將地基分包給一家德國公司。他們曾經(jīng)答應在2月中旬開工。他們現(xiàn)在說辦不到了。B：知道了。我會和他們聯(lián)系。他們應該什么時候打完地基？A：合同里規(guī)定2月28日。B：明白了，然后呢？A：建筑工程將在3月5日開始。我們的時間安排得很緊。所有的工作必須在3月和4月兩個月完成。B：好。我知道問題所在了。我下午3點鐘左右給您回電話。再見。A：再見。Exercises-A在必要的地方加上適當?shù)慕樵~完成下列句子。注意：有的地方不用介詞Ill meet you (tomorrow/6 p.m.).Well see you (weekend0 or (Monday).Shell talk

42、 to them (tonight).The house was built (the 18th century).The next world conference is (1998).He rang me (last night/midnight).Well visit the family (Christmas).Lets meet (tomorrow/9 oclock).Sorry, shes not available (the moment), but shell be back (2 oclock).Exercises-B用by, at, until, in, on, for完成

43、下列句子。Do you know when youll be back? Will you be back _ Friday?Yes, I should be back _ two oclock _ Friday afternoon.Will you be away _ two days?Yes, Ill be back _ two days time.Are you away _ the weekend?Yes, Im away _ next Monday?I hope to be back in the office _ 3 p.m.Ill be in the office _ anoth

44、er two hours.Exercises-C請用括號里詞或短語翻譯下列句子。我打電話是想問一下EA工程的時間安排問題。(time)該項目的開工日期已經(jīng)定了。(starting date)我們定于4月5日開始初期調研。(pilot study)我們和供貨商的約會定于5月1日。(schedule)如果一切按計劃進行，屆時我們將訂貨。(according to)他們定于什么時候完工？(due to)合同上寫著8月6日之前。(by)我們的日程很緊。(schedule, tight)Translation我們是一家電視機制造廠。為擴大市場份額，我們廠決定安裝新的生產(chǎn)線。最初打算和日本的廠商簽合同，但

45、日本的幾家廠商報價很高。韓國的公司報價較低，但性能達不到要求。我們最后以較低價和法國廠商簽了合同，并將某些零部件的生產(chǎn)分包給一家韓國公司。新廠房2月8日破土，4月份完成地基。建廠房用了一年時間。由于技術發(fā)展的速度很快，新的生產(chǎn)線投入使用后不久就發(fā)現(xiàn)已過時，因而我們的市場份額并未因此而擴大。Key to Exercises-AIll meet you tomorrow at 6 p.m.Well see you at the weekend or on Monday.Shell talk to them tonight.The house was built in the 18th centur