BEC劍橋商務(wù)英語資料：unit10-11

1、PAGE New international business EnglishUnit 10 Marketing10.2 Advertisements and commercials AYour will hear a discussion on one of the advertisements in your book.Man: What do you think of this advertisement?Woman: Mm, I quite like it.Man: Yes, yes, so do I. It makes the product seem sort of likeabl

2、e, doesnt it?Woman: Mm, well, its an advertisement for three products really: hotel and restaurant guides, guide books of places to see and maps.Man: Mm, I like the way the nice pale colours catch your attention-and the smiling Michelin man looking straight at you makes you want to step into the cou

3、ntryside even though its only a drawing. It has a nostalgic, old-fashioned look and that make you interested in reading the text.Woman: Thats right yes, and when you read the text you find the selling points of each of the three products. It makes them all seem very desirable.Man: The message is Mak

4、e sure its a Michelin, Which means next time youre thinking of buying a map or a guide book, you should think of Michelin products.Woman: What kind of people is this message directed at, do you think?Man: Well, I suppose motorists and tourists, people who stay in hotels or eat in restaurants.Woman:

5、Yes, and what seems to be the Unique Selling Proposition of the products, according to the ad?Man: Its actually different for each product. Er. the red guides list more hotels and restaurants than their competitors. Er. the green guides use a star system to rate places of interest. And the maps are

6、updated every year-u. unlike their competitors, we are supposed to think.Woman: Yes, but it also says that the three products are cross-referenced, which means they can be used together easily. Theyre a sort of package. Id say that was the USP?Man: Yeah, yes, youre right.10.3 Promoting products and

7、brands BYoull hear part of the lecture about brand names.Now, on the subject of brand names: English names are often used in foreign countries to make products sound more international But this doesnt always work. Take, for example, portable radios. Theres the Party Center, the Concert Boy the Party

8、 Boy and the Yacht Boy-these are all marketed in the UK under those names, but they do sound a bit silly to British ears, dont they? um.many foreign brand names just dont sound quite right in Britain. Here are a few examples of brand names which would have to be changed if they wanted to sell the pr

9、oducts. um.on the British market. Pocari Sweat-thats a drink for sports people, and.er. Calpis, Pschitt and Sicthese are drinks which sound quite disgusting in English. Bum-thats a.a brand of bubble gum. Theres Mother, a brand of biscuits. Bimbo, and thats a brand of bread. Um.another strange name i

10、s Haagen-Dazs ice cream. This brand name was invented in the USA -um.its supposed to have a European quality sound and look, but it doesnt actually mean anything in any language. Still, its the most popular luxury brand in Britain despite the fact that no one can spell it correctly!Um. Oh, and not a

11、ll British brands sound right in other countries. Um.there are two Irish whiskey liqueurs you can buy in the UK: Irish Cream and Irish Mist. The latter wouldnt sell in Germany, where the word Mist means manure. And.er.h.how about the Nissan cars: Cedric and Gloria? Those English first names sound so

12、 unglamorous that neither of them could be sold in the UK under those brand names. But, having saidthat, er.a good product can succeed even if the name does sound a tiny bit strange. Look at Japanese cars: youve got the Nissan Bluebird, the Daihatsu Applause, the Honda Accord, the To. Toyota Carina-

13、all very successful in the UK.Oh, er.by the way, Ive always been puzzled by how many Japanese cars have an R or L in their name: theres the Toyota Previa, the Nissan Micra, the Toyota Corolla, the Nissan Primera -um. most Japanese cars I can think of have a.an R or a.a.an L in their name, even thoug

14、h many Japanese people pronounce the sounds r and I the same A.an exception is the four-wheel driveMitsubishi Shogun (a.as its called in the UK),but.er .in most countries its called the Pajero - er.except in Spanish-speaking countries where that word is very rude indeed. There the same car is the Ra

15、nchero.Er.many international car names have been invented specially. They dont mean anything in any language but theyre just supposed to sound attractive -most of the brands Ive already mentioned are invented words. Some more examples of these on sale in the UK are the Ford Mondeo, the Toyota Celica

16、 and the Citroen Xantia. But sometimes they may have to change the brand name to make it acceptable in different countries In Europe, General Motors cars are marketed under the Opel brand name. In Britain, these cars are Vauxhalls-a name that most Europeans find very hard to pronounce. But theres a

17、definite trend to create European brands: um.the Opel Kadett used to be called the Astra in the UK, now its the Astra all over Europe. And here in Britain the Vauxball Nova has taken on the European brand name Corsa-in Spanish and Italian No va means it doesnt go, which wouldnt have been a suitable

18、name for a reliable small car! And in the USA they have a car called the Rabbit-a sort of light-hearted, amusing image, hasnt it? Thats what we call the VW Golf, because consumers here seem to prefer a more serious sporty image.A fashionable product puter software have to have a marketable, and a.a

19、memorable brand name. And as more products are developed increasingly meaningless new names have to be invented, which nobody else has thought of before.Computer software products on sale in the UK often have brand names consisting of two words without a space between them. So instead of being calle

20、d Page Maker, the product is called PageMaker with a capital M in the middle. Then .um.theres Word Perfect (with a capital P in the middle)and Quark Xpress (with capital X and capital P in the middle). Um.but Microsoft Word is two words and. er. there are no capitals in the middle anywhereNow, havin

21、g said all that, what Id like you to do is to think of some .er.foreign brand names that you think are unsuitable for the market in your country Get together with a colleague and youve got three minutes to make notes. OK?10.4 Possibility, probability and certainty ANarrator: Youll hear Mrs. Frost fi

22、nding out from her staff about a sales campaign in Canada. Notice how certain each member of staff is about each of the points she raises. Ill explain how the first is done for you as an example. Mrs. Frost: First of all. What about the sales literature we said wed send to Toronto? Alan?Alan: Im not

23、 altogether sure whether the literature has been sent yet.Narrator: So Alan wasnt sure- according to him it was possible.Mrs. Frost: Betty?Betty: The literature must have been sent on Friday afternoon.Narrator: Betty was sure-according to her it as certain.Mrs. Frost: Christian?Christian: I very muc

24、h doubt if the literature was sent at all.Narrator: Christian was doubtful-according to him it was unlikely.Mrs. Frost: Diana?Diana: I wouldnt be surprised if it was all sent on Friday without Christian noticing.Mrs. Frost: Eric?Eric: It couldnt possibly have been sent, we didnt get it from the prin

25、ters till Thursday.Narrator: And Diana thought it was likely and Eric though it was impossible. Now do the same yourself. Ready?Mrs. Frost: Now, how about our new sales drive in Canada? Is it going to succeed? Alan, what do you think?Alan: Well, in my opinion, it probably isnt going to go well.Mrs.

26、Frost: Betty?Betty: Oh, Im absolutely certain itll work.Mrs. Frost: Christian?Christian: It couldnt possibly succeed, we havent dine enough field work.Mrs. Frost: Diana?Diana: Theres a chance itll succeed- it may or it may not, hard to tell really.Mrs. Frost: Eric?Eric: Hmm, I dont really know. Its

27、not really my area.Mrs. Frost: Now about the new product range-will it make a big impact on the Canadian market? Alan?Alan: Im quite sure it will, weve got a really exciting new product here.Mrs. Frost: Betty?Betty: It may well have a big impact, but only if we manage to get enough repeat customers.

28、Mrs. Frost: Christian?Christian: I doubt if itll make that big an impact-last years figures suggest that Canada is becoming very slow sales-wise.Mrs. Frost: Diana?Diana: It cant possibly have much impact, not after last years consumer tests.Mrs. Frost: Eric?Eric: Well, Im not so sure. I wouldnt be a

29、t all surprised if it made quite a big impact.Mrs. Frost: Were the sales forecasts for Canada encouraging? Alan?Alan: They must have been encouraging, thats why CJs so keen on Canada this season.Mrs. Frost: Betty?Betty: Well, I had a quick look and it seemed to me that they couldnt possibly have bee

30、n encouraging.Mrs. Frost: Christian?Christian: They may have been encouraging.Mrs. Frost: Diana?Diana: Its quite possible they were encouraging, CJ didnt let me see them though.Mrs. Frost: Eric?Eric: I expect they were encouraging. CJ cant have made a mistake, can he, Mrs. Frost?Mrs. Frost: Ah. .no

31、he couldnt possible have made a mistake-I just wanted your views, thats all. Thanks everyone.All: Thats all right, Mrs. Frost.BYoull hear some phrases you can use when talking about how possible, probable or certain youare about something.Im sure that these sales figures are accurate.The figures mus

32、t be accurate.Theres no doubt that the figures were carefully checked.The figures must have been thoroughly checked, so Im absolutely sure that theyre accurate.Our sales in the USA are likely to go up next year.I expect that our sales in Canada will go down.I wouldnt be surprised if our sales in Mex

33、ico went up.Its quite possible that our sales in Peru will go up.Our sales in Argentina may well remain staticTheres a chance that well manage to break into the UK market.Its just possible that your forecast is over-optimistic.Im not sure if the figures Ive noted down are accurate.There are may have

34、 been some kind of mistake.Well, Singapore probably isnt a very profitable market for us.I dont think that well be able to sell in Japan.Thailand is unlikely to be a food market for our product.I doubt if well be able to make any sales in Korea.Im quite sure that it isnt worth appointing an agent in

35、 Zambia.Sales in Tanzania cant have been worse than they are now.Uganda definitely isnt a good market for our product.These figures couldnt possibly be accurate.CYoull hear some business people predicting what might happen in the next twenty years or so.Interviewer: What do you think might happen in

36、 the business world in the next 20 years or so?Woman: I think robots will replace production workers.Woman: Therell be less need for transport, as people will work from home.Woman: Well, business travel will be replaced by live video meetings, there wont be any need to go to see the client any more.

37、Man: Er. in a few years time well all have video phones instead of ordinary phones. Everyone will be able to see the person theyre calling.Woman: There wont be any people in offices. Well, therell just be computers doing all the work.Man: Jobs will change so quickly that well have to retrain for new

38、 job skills every few years.Woman: Offices wont use paper any more. All communications will be electronic, even letters and faxes will just be sent from screen to screen.Man: Um. I dont know, therell be much higher unemployment. I mean, half the working population may be out of work.Unit 11 Meetings

39、11.1 Taking part in a meeting B1Youll hear the beginning of a meeting.Chair:.OK, its ten oclock, everybody, so I think well.er. make a start. Now, the first item on the agenda is a discussion of the managements proposals on flexitime Now, youve all discussed the proposals within your departments, ha

40、vent you?All: Yes. We have, yes.Chair: Good. Er.Miss Garcia, would you like to start, then?Anna Maria: OK, well, most of my people are perfectly happy with the present nonflexible system. They think a change would be dangerous.Carla: Im sorry, Im not quite with you. Dangerous?Anna Maria: Well, they

41、feel more flexible hours would make it difficult to cover for each other. We all have quite clearly defined responsibilities. Some people would benefit more than others.Enzo: It seems to me that your people can just agree together to go on working from nine to five, they dont have to work later.Anna

42、 Maria: Yes, but the problem is that if one or two people opt for the new system, the others will have to cover for hem when theyre not there.Chair: Ah, Mr. Bergman, what are your views on this?Alex: Well.um.the thing is that. er.Carla: Look, Im really sorry to interrupt. Id just like to say that an

43、y department can vote to opt out. They can just vote on it and the majority wins.Chair: Thank you, Mrs. Baldini. Ah. Ms. Legrand, yes.Tina: Um.could I make a suggestion? Wouldnt it be.Um. be best to hear what each member has to say about the proposals. er. from the point of view of his or her depart

44、ment?Chair: Yes, all right. Er. Ms. Legrand, wh. what are your views?Tina: Well, the main problem is.is the decision about.about basic core times.Enzo: Im sorry, I didnt catch what you said.Tina: Im talking about core times-thats. er.the basic hours that would not be flexible. Its been suggested tha

45、t these be ten to three, but this seems much too restricted, dont you agree, Carla?Carla: Absolutely. In fact Id say that there should be flexible days.Anna Maria: Sorry, Im not quite with you.Carla: Well, staff should be allowed to build up a credit of hours to entitle them to take whole days off,

46、not just fewer hours on other days.Chair: Ah. Mr. Rossini, what do you think about this?Enzo: Yes, Id go along with that. As for cover, in my own case its no problem, there are three of us in the Export Department and we work as a team, so its easy for us to cover for each other as long as there are

47、 still two of us in the office.Alex: Er. Mr. Brown?Chair: Yes, Mr. Bergman?Alex: Er. if I could just make a point here.er.in our case, we do a lot of dealing on the phone with the States and. er. sending messages to and fro by fax in the afternoon. Er. if we had anyone off then we wouldnt be able to

48、 manage. That means our core times would have to be one to five. Maybe each department should set its own core times.Chair: Mm. er.yeah, Mrs. Baldini?Carla: Thats all very well, Alex, but then no one in any other department would know who was in at what time, I mean thered be chaos. There has to be

49、a standard for all departments.Chair: Er. yes, Mr. Rossini?Enzo: Yes, coming back to the flexible days idea, this just wouldnt work. People phoning the company or visiting would get terribly confused.Tina: No, no, that.thats not true, Enzo. I mean, when people take holiday or.or when people are sick

50、, cover arrangements are made. Well, with flexible days, exactly the same kind of arrangements would be madeChair: Well, any other points?All: No. Dont think so.Covered it all.Chair: Have you got all this down, Mr. Johnson?Ron: Yes.Chair: Then I think well move on to the next item on the agenda.11.2

51、 One-to-one meetings AYoull hear the beginning of a one-to-one business meeting.Paul: Ah, good morning, Ms. Ross, do come in.Pam: Hello, Mr. Fisher. Nice to see you.Paul: Nice to see you-face-to-face instead of on the phone, what? How are you?Pam: Fine, thanks, very well.Paul: Oh, do sit down, Would

52、 you like some coffee?Pam: Oh, yes, please-black.Paul: Mmm. Here you are.Pam: Thanks. Well, hows it all going?Paul: Oh, not too bad, were just about to open a branch in New Zealand.Pam: Oh, will you be going there on your travels?Paul: Oh. Im hoping to- if I can justify it to the marketing director!

53、 Hows your little boy, has he started school yet?Pam: Oh, yes, hes in the second year now.Paul: What, already? Doesnt time fly! Is he enjoying it?Pam: Very much, its much more fun than being at home!Paul: Haha, Well, I suppose wed better make a start. Shall we get down to business?Pam: Right. First

54、of all can I confirm the time and date of the presentation? Its Saturday 24 October in the morning. What time exactly?Paul: Well, on the invitations weve sent out weve said that the presentation itself will start at 11 and go on till 12.30.Pam: So youll need the room from about 10 till 2. Would you

55、like us to serve coffee beforehand?Paul: Yes, yes -and drinks and snacks at the end.Pam: Better to have buffet lunch?Paul: No. People who are invited wont be expecting a free lunch, they might think thats overdoing it. Theyll want to get back to their families, as its Saturday.Pam: All right, the no

56、rmal pre-lunch snack buffet will be what you need-thats basically the same as what you had last February.Paul: Oh, thatll be fine.Pam: OK, well, well charge for the room, coffee and snack buffet at the standard rate less 15%, as we agreed. And well charge for the drinks served on a pro-rata basis.Pa

57、ul: Fine, fine, yes.Pam: What type of.um. equipment, furniture would you like?Paul: Well, lets have.um. four.no, no.five tables for our display. Er.well bring our own stands.Pam: Right.Paul: Now, theres an overhead projector and sound system already in the room, I believe? Can you get someone to che

58、ck that, you know before we come, so that its working?Pam: Oh, of course, the technician will be with you when youre setting everything upPaul: Oh, well.Pam: Oh, the seats in that room have flap-over desk tops that be all right?Paul: Yes, yes, thats fine, sure.Pam: You say youve sent out the invitat

59、ions, any idea how many people therell be? Um. I think you know theres. the capacity for the room is about 50, but 40 is ideal.Paul: Yes, ah. the problem is that we wont know exactly how many therell be until shortly before.Pam: Can you let me know definitely by the Thursday?Paul: Mm. no. But Ill ha

60、ve a rough idea and well budget for the number I give you then. Weve sent out a hundred invitations.Pam: A hundred?!Paul: Yes, well, in theory that means that there could be two hundred people.Pam: Yes, but the room wont.Paul: But of course. haha. I dont expect more than about thirty to come.Pam: Bu