《實用商務(wù)英語》Unit4

實用商務(wù)英語PracticalBusinessEnglishUnitFourSectionAListeningandSpeaking★BusinessDinnerSectionBReading★BusinessAdvertisingSectionCBusinessWriting★InvitationLettersandCardsTargetsSectionAListeningandSpeakingBusinessdinnerhowtomakeatoast?howtorecommenddishes?Ⅰ.Rememberthewords,phrasesandsentencesrelatedtobusinessdinner.

Doyouhaveanyrecommendations?\Canyourecommendsomedishes?Sumptuous[‘s?m(p)tj??s]豪華的Mutton

[‘m?t(?)n]羊肉Hindu（不吃beef）Canyouthinkofothertaboosthatembracedinthereligion?PartOneWarming-upExercisesBraise燉sparerib排骨Clay黏土pot鍋sauteed嫩煎XO醬是黃炳華（江蘇吳江人）先生發(fā)明的一種調(diào)味料，采用數(shù)種較名貴的材料研制而成。XO醬首先出現(xiàn)于1980年代香港一些高級酒家。

Mutual

['mjut?u?l]

Date棗椰Toast干杯，吐司

ChinesefoodDoyouknowhowmanycuisines(菜系)inchina?Thereareeightmainregionalcuisines,EightGreatCuisines(八大菜系):Anhui,Guangdong,Fujian,Hunan,Jiangsu,Shandong,Sichuan,Zhejiang.ExcepttheEightGreatCuisines,Beijing

CuisineandShanghaiCuisinearealsofamousefromChinaandabroad.ShandongCuisineShallotandgarlicareusuallyusedasseasonings（調(diào)味品）pungentusually.TypicalCourses:Bird’sNestSoup;theYellowRiverCarpinSweetandSourSauceSichuancuisineoneofthemostfamousChinesecuisinesintheworld.spicyandpungentflavor,chili.Pepperandprickly-ash花椒,garlic蒜,ginger姜andfermentedsoybeanarealsousedinthecookingprocess.TypicalCourses:HotPot;KungPaoChicken;TwiceCookedPork;MapoDofuGuangdongCuisine(CantoneseCuisine)Tastingclear,light,crispandfreshItsbasiccookingtechniquesincluderoasting,stir-frying,sautéing,deep-frying,braising,stewingandsteaming.

TypicalCourses:Shark’sFinSoup;RoastedPiglet小豬FujianCuisinedistinguishedforitschoiceofseafoodbeautifulcolormagictasteofsweet,sour,salty

TypicalCourses:BuddhaJumpingovertheWall;sweetandsourlycheesVocabulary

differentwaystocook（用水）煮的烤的（如肉類）紅燒的煎的油炸的爆炒的，用旺火煸的燉的蒸的嫩煎的烘的燜，（用文火）燉熏的文火燉的，煨的鐵扒烤的Vocabulary

differentwaystocookboiled（用水）煮的roasted烤的（如肉類）braisedwithsoysauce紅燒的shallow-fried煎的deep-fried油炸的stir-fried爆炒的，用旺火煸的stewed燉的Steam蒸Saute:嫩煎的baked烘的braised燜，（用文火）燉smoked熏的simmered文火燉的，煨的grilled鐵扒烤的ChineseFoodvs.AmericanFoodDailydietfeaturesDietconceptDinningetiquetteChinesedailydietfeatures:1.staplefoodisrice,flourandcerealsbased.2.Dishesarebasedonlivestock牲畜Poultry,vegetables,aquaticproducts水產(chǎn)品,andseafoodanddrygoods.3.Color,smell,taste,style,qualityandotherorganiccombination有機結(jié)合.4.Commonspices調(diào)味料aresoysauce,vinegar,sugar,salt,monosodium味精avarietyofspices,sauces,etc.Americandailydietfeatures:BreakfastLunchDinnerAccordingtoasurveyofWesternbotanists植物學(xué)家,Chineseeat600morekindsofvegetablesthanintheWest.USAmaleaverageweight86kgfemale74kgChinesemaleaverageweight65kgfemale51kgTwicecalorieeachmeal./chinese-food-vs-western-style-food/Dietconcept:Questions:whatisthemostdifferentthingsbetweenChinesedietconcept:collectivism"Foodthefirst."Chineseoftenseatedaroundatable.“Harmony”theConfucianculturalvalues.Americandietconcept:Americansusuallyseatedarectangletable.Everyonehashisownfoodandplates.Tendertocommunicatewithneighborsoropposites.individualismAmericandietconcept:Savetime:FastFoodUnhealthy:JunkFoodDinningetiquette:Tablemannersaretherulesofetiquetteusedwhileeating,whichmayalsoincludetheappropriateuseofutensils.Differentculturesobservedifferentrulesfortablemanners.Dinningetiquette:Howtousetheutensil?Ⅱ.Imitateandmemorizethefollowingdialogues.

Ⅲ.Discussthefollowingquestionswithyourpartner.

1.WhatisthenormalpracticeformakinginvitationsinChineseculture?(e.g.whopaysandwhodecideswheretogo?)2.DoyouknowsomedifferencesbetweenChinesecultureandwesternculture?Ifyoudo,sharethemwithyourpartner.Ⅰ.ListentoDialogue1-5andchoosetheappropriateanswertoeachofthequestions.

Ⅱ.ListentoDialogue6andfillintheblankswiththeexactwordsyouhavejustheardfromtherecording.

Ⅲ.ListentoDialogue7andfillintheblankswiththeexactwordsyouhavejustheardfromtherecording.

PartTwoDialoguesⅣ.Oralpractice.1.ListentoDialogue6again,andthenworkinpairstomakeadialogueaboutdiningwithyourfriendorothers.2.ListentoDialogue7againandthenmaketoasts,forexample,toasttoyourparentsontheirmarriageanniversary,toyourfriendonhisorherbirthday,totheguestsonyourmarriageday,toyourbusinessguests,etc.Ⅰ.ListentoPassage1carefullyandfillintheblankswiththeexactwordsyouhavejustheardfromtherecording.

Ⅱ.ListentoPassage2carefullyanddecidewhetherthefollowingstatementsaretrueorfalse.Write“T”forTrueand“F”forFalseinthebracketsprovided.

PartThreePassagesⅢ.Oralpractice.

1.ListentoPassage1again,talkaboutthewaysofmaking,acceptinganddeclininginvitationspolitelywithyourpartnerandthenmakeaphonedialogue,supposingthatoneismakinganinvitationandtheotherisacceptingorrefusingit.2.ListentoPassage2againandtalkaboutwhatweshouldandshouldn’tdowhenhavingdinnerwithothers,especiallywesterners.Ⅰ.Listentothefollowingsongandfillintheblankswiththeexactwordsyouhavejustheardfromtherecording.

TheOneYouLove

Ⅱ.Listentothesongagainandsingalong.PartFourRelaxandEnjoySectionBReadingPre-readingDiscussion:

1.Discusswithyourpartnerabouttheadvertisementthathasimpressedyoumost.2.CooperatewithyourpartnertodesignaTVadforamobilephoneandpresentyourdesigntoyourclass.

TextAdvertisementThedefinitionandpurposesofadvertisementEnjoysomecreativeforeignadvertisementsThetypesofadvertisementWhataretheimportantelementscontributetosuccessfuladvertisement?Advertising

Whatisadvertisement?“Advertising”comesfromtheLatinword“adverto”meaning“turnattentionto”

so“advertising”mightbedefinedasanymeansofbringinginformationtothepublicforthepurposeofdrawingattentiontomanufacturedgoods,services,shops,orentertainments.Whatarethepurposesofadvertisement?Enhancetheproductrecognition

EnhancethecorporateculturerecognitionTohaveconsumersbeinterestedintheirproductsTogainprofitsbytakingmoneyfromtheconsumers’pocketsEnjoysomeforeignadvertisementsThinkaboutonequestion

Whydoyouthinksomesuccessfuladvertisementscanbesoimpressive?Whatelementscancontributetothesuccess?Whatisagoodadvertisement?BecreativeBeattractiveSincereemotionBeuptodateEndorsedbycelebritySaythetruth…LogoSlogan

Obeyyourthirst

Startahead

Mydigitalstory

Mosquitobyebye

Communicationunlimited

I’mlovingitCouldyoutranslatethefollowingad-wordsandreferencethemtorelatedproducts?drinkshampoocamerainsecticidetelephonefood蚊子，殺殺殺AdvertisementsareeverywhereCommercialAdsTypesofadvertisementsTrafficAdsTVAdsOutdoorAdsMagazineAdsPackingAdsHandoutsCataloguesRadioAdsInternetAdsCellphonesAdsformAdvantages

Disadvantagesmakepeopleannoyedmisledpeoplebyfalseandincorrectinformationcheatconsumerstobuytheuselessproductsraisethepriceofproducts….helpconsumersmakeinformedchoicesentertainpeopleincreaseproductsalesmakepeopleawareofsocialproblemsandgovernmentpolicies….1Awell-plannedandproperly-executedmarketingprogramshouldincludeasufficientcommitmentofcapitalresourcestoanon-going,well-executedadvertisingprogram.對進行中的實施得當(dāng)?shù)膹V告項目給予資本資源的充分承諾并沒有提高銷售和利潤，反而Poorlyconceived,poorlywritten,poorlydesigned,poorlytargeted,poorlyplaced構(gòu)思欠佳，HowCanYouCreateAdvertisingThatSells寫得很糟設(shè)計拙劣定位不明投放不當(dāng)2Everyadyourunmustresultinincreasedsalesandprofitsandanenhancedimageofyourcompany.經(jīng)營，提高你所經(jīng)營的每一個廣告都必須能夠提高銷量與利潤的同時還能提升公司的形象。Makethecustomerasolidoffer報給顧客實價3Veryfewbusinessesarepreparedorqualifiedtoproducequalityadvertising.極少公司能夠充分準備好或有資格來打造有質(zhì)量的廣告。Spend…..in…花費….Professional專業(yè)人員,talent人才Improvedcost-effectiveness,reducedsellingcost,andshortenedsellingcycle.提高成本效益，降低銷售成本，以及縮短銷售周期。成本效益它提出，唯有當(dāng)行動所帶來的額外效益大于額外成本時，你才應(yīng)該這樣做。

“成本效益原則”是指在會計信息供給與需求不平衡的狀況下會計信息供給花費的成本和由此而產(chǎn)生需求之間要保持適當(dāng)?shù)谋壤ＷC會計信息供給所花費的代價不能超過由此而獲得的效益，否則應(yīng)降低會計信息供給的成本.

4Ifyourresourcesarelimited,don’tfeellost.如果你的資源有限，不要灰心。Createadvertisingthatsells創(chuàng)造一個有賣座的廣告。5Oneoftheoldestandmostusefulformulas公式foraddesigntakesitsnamefromtheoperaAidabyGiuseppeVerdi.aida是一部歌劇，這部作品是Verdi在1871年受埃及王IsmailPasha之邀創(chuàng)作的。公式AIDA？AIDA法則也稱“愛達”公式，是國際推銷專家海英茲·姆·戈得曼(HeinzMGoldmann)總結(jié)的推銷模式,是西方推銷學(xué)中一個重要的公式，它的具體涵義是指一個成功的推銷員必須把顧客的注意力吸引或轉(zhuǎn)變到產(chǎn)品上，使顧客對推銷人員所推銷的產(chǎn)品產(chǎn)生興趣，這樣顧客欲望也就隨之產(chǎn)生，爾后再促使采取購買行為，達成交易。①設(shè)計好推銷的開場白或引起顧客注意。②繼續(xù)誘導(dǎo)顧客，想辦法激發(fā)顧客的興趣，有時采用“示范”這種方式也會很有效。③刺激顧客購買欲望時，重要一點是要顧客相信，他想購買這種商品是因為他需要，而他需要的商品正是推銷員向他推薦購買的商品。④購買決定由顧客自己做出最好，推銷員只要不失時機地幫助顧客確認，他的購買動機是正確的，他的購買決定是明智的選擇，就己經(jīng)基本完成了交易6Init’ssimplestformthisformulaservesasastructuralblueprint.在這個最簡單的框架里，這個法則就如同結(jié)構(gòu)藍圖。引起潛在客戶的興趣Foster培養(yǎng)興趣構(gòu)建渴望形成行動Expand開展Apply…to應(yīng)用7ATTENTION:Hityourprospectrightbetweentheeyeswithamagicwand.用一根魔法棒給顧客留下深刻影響Powerfulbenefitheadline強有力的利益性標(biāo)題Isolateandqualifyyourbestprospects與其他人隔離或者區(qū)分了，限定最好的潛在客戶回顧產(chǎn)品的一切好處選出最重要的益處，隱含在標(biāo)題記住要用動詞來表現(xiàn)8INTERESTandDESIRE:Youbuildinterestinyourproductorservice(andthedesiretobuy)bymakingthecustomera

compellingofferandbydescribingasmanybenefitsaspossibleinsimpleandinterestingterms.用簡單而有趣的措辭表達盡可能多的益處并提供給顧客誘人的報價，以此使消費者對你的產(chǎn)品或服務(wù)感興趣。9ACTION:Nowcomesthemomentoftruth.現(xiàn)在是關(guān)鍵時刻了11Remember,badadvertising,nomatterwhatthemediais,isanunproductive徒勞的expense消費.ResourcesProfessionalEffectiveFormulaAttentionActionProspectHeadlineServiceMeanProfitsEnhancedTheoffermadebythiscompanymetwithinstantrefusalofbuyer.Inthecontracthemadeacommitmentthathewillprovidea30%discountforoppositeside.投入使用BringintooperationPutintoservice大大地縮短GreatlyshortenedAfternewmachinewasbroughtintooperation,productioncyclewasshortenedgreatly.高成本的High-cost產(chǎn)業(yè)：industryThehigh-costandunproductiveindustrieswilldisappearedsoonerorlater.社會經(jīng)濟問題Socio-economicproblemsWearefacedwithmanycompellingsocio-economicproblems.旅行中Onthetrip各自承擔(dān)自己的費用PayyourownwayEachofyoumustpayyourownwayonthetrip.奧運五環(huán)ThefiveOlympicrings分別Respectively五大洲FivecontinentsThefiveOlympicringsstandforrespectivelythefivecontinents.產(chǎn)品設(shè)計Productiondesign消費者consumer考慮Consider，thinkaboutWeshouldthinkaboutproductiondesignonthepartofconsumer.做廣告是吸引潛在顧客的途徑之一那本小說一出版就成為暢銷書社區(qū)里的每個人都能使用公共設(shè)施我們應(yīng)該下定決心完成這項任務(wù)在這種情況下你最好不要做任何假設(shè)貿(mào)易情況總體上正在還轉(zhuǎn)客戶們對這則廣告做出了積極反應(yīng)請把這份合同和其他文件一起交給經(jīng)理做廣告是吸引潛在顧客的途徑之一Advertisingisonewaytoattractprospects.一…..就….Theinstantthat…..,……..Theinstantthatthisnovelwaspublished,itbecome公共設(shè)施Facility社區(qū)CommunityEveryoneinthecommunityhasaccesstopublicfacilities.社區(qū)里的每個人都能使用公共設(shè)施我們應(yīng)該下定決心完成這項任務(wù)Weshouldresolvetofinishthistask.在這種情況下你最好不要做任何假設(shè)假設(shè)（n）Assumption最好HadbetterUnderthissituationyouhadbetternotmakeanyassumption.貿(mào)易情況總體上正在好轉(zhuǎn)Thesituationoftradingisgettingbetterandbetter.客戶們對這則廣告做出了積極反應(yīng)做出反應(yīng)MakeresponsetoCustomersmakepositiveresponsestothisadvertisement.請把這份合同和其他文件一起交給經(jīng)理Pleasehandthecontractalongwithotherfilestomanager.InvitationlettersNewWords

PhrasesandExpressions

ProperNouns

1.Everyadshouldmakethecustomerasolidofferandgivethecustomersoundreasonstobuyfromyounow.2.Asweexpandoneachoftheseelementsindividually,you’lldiscoverforyourselfhowtoapplytheformulatoyourspecificsituation.3.Indirectresponsemarketing,thiswillinvolveacouponformailorders,atoll-freeorderline,ane-mailaddress,anon-lineorderform,afaxorderline—anymeanstomakeiteasyandsimpletoorder!Notes廣告中的文化因素

廣告的本質(zhì)是推銷，具有商業(yè)目的。然而，作為一定社會文化的產(chǎn)物，廣告又必然具有文化性。任何一個社會的廣告無不帶有社會文化的痕跡。不同民族社會的哲學(xué)觀念、思維模式、風(fēng)俗習(xí)慣、倫理道德、社會制度乃至宗教信仰等，都不可避免地會對廣告產(chǎn)生影響。不同文化背景下應(yīng)采用不同的廣告策略。

廣告已經(jīng)形成了一種獨特的文化現(xiàn)象。廣告與文化的作用是雙重的。

BusinessBackgroundTips品牌的戰(zhàn)略性召喚企業(yè)的品牌意識?？鐕髽I(yè)的品牌意識體現(xiàn)了企業(yè)文化。在世界經(jīng)濟一體化的過程中，中國企業(yè)低成本和低價格的優(yōu)勢不復(fù)存在，中國企業(yè)已經(jīng)開始參與國際競爭。企業(yè)要經(jīng)營好自己的品牌，首先要有過硬的質(zhì)量，其次要有完善的服務(wù)。Ⅰ.Fillintheblankswithoutreferringtotheoriginaltext.Thencheckyouranswersagainstthetext.

Ⅱ.Tellwhetherthefollowingstatementsaretrue(T)orfalse(F)accordingtothetext.1.Nomatterhowitisdesigned,everyadcanbringprofitstothecompany.2.Asolidoffershouldbegivenintheadtothecustomer.3.You’dbettercreateadvertisingbyyourselfratherthanhireaqualifiedaddesigner.4.Themostimportantelementofyouradisthebodycopy,whichprovidesinformationaboutyourproductorservice.5.Goodadvertisingcanhelpyougainmoreinthefuturewhilebadadvertisingissimplyawasteofmoney.ExercisesⅢ.MatcheachwordinColumnAwiththeappropriatedefinitioninColumnB.

Ⅳ.Decidethenatureoftheclauseintroducedby“as”ineachofthefollowingsentences,andthentranslatethecompletesentencesintoChinese.

Ⅴ.TranslatethefollowingsentencesintoChinese,payingattentiontotheitalicizedwordsandphrases.

Ⅵ.TranslatethefollowingsentencesintoEnglish,usingthegivenwordsorphrases.

Pre-readingDiscussion:

1.Whichwouldyouprefer,radioadvertisingorTVadvertising?Andwhy?2.BesidesradioadvertisingandTVadvertising,doyouknowanyotherformofadvertising?Trytolistatleastthreemoreanddiscusswithyourpartnerabouttheiradvantagesaswellasdisadvantages.

CaseStudyRadioadvertisingvs.televisionadvertising

1Manynewadvertisersassumethattheyshouldstartonradioand“moveup”sometimelatertoTV.Radiovs.TV2Hey,Iloveradio.Istartedthisbusinessinradio,attheUniversityofTexascampusstation,in1963.3There’saproblem.Myclientsusuallywanttheirphonestostartringingthefirsttimetheircommercialruns,andkeepringing,andringingandringing.4That’sprobablybecausemostradiolisteningiscarlistening.Peoplehearthecommercialsandresolvetocalllaterbutthentheyforget.DirectResponseAdvertising:RadiovsTV5Andtelevisionhasoneveryimportantbenefitthatradiodoesnothave:Everypersonwatchingtelevisionhasimmediateaccesstoaphone,paperandpencil.6Ontheotherhand,radiocanworkverywell—and,apparently,doeswork(orseemstowork)formanyadvertisers,otherwise,radiorateswouldnotbesohigh.7Ifyouhavebeenusingtelevisionforawhile,radioadvertisingcanbeawaytoreachnewprospectswhomightnotknowaboutyou.8But,ingeneral,youwillprobablyhavetowaitlongerforthecallstocomethanyouwouldifyouwereusing“immediateresponse”televisiontoreachyourprospects.NewWords

PhrasesandExpressions

ProperNouns

HowtoUnderstandRelationsbetweenPartsofaText

閱讀的最終目的不是理解閱讀材料中單個的單詞或者某個句子，而是要理解句與句之間的關(guān)系，實現(xiàn)篇章層次上的整體理解與把握。銜接指篇章內(nèi)句子里的某些詞或語法特征，是將某個句子和其前后的句子連接起來的手段和方式，在語篇理解中具有重要的作用。常見的銜接手段（cohesivedevices）有以下五種：

指稱(reference)替代（substitution）省略（ellipsis）連接（conjunction）詞匯銜接（lexicalcohesion）

ReadingStrategiesⅠ.Tellwhetherthefollowingstatementsaretrue(T)orfalse(F)accordingtothetext.

1.NewadvertisersalwaysbelievethattheyshouldstartonTVinsteadofonradio.2.You’dbetterchooseradioadvertisingifyouwanttogetinstantresponse.3.Carlisteningrefersthatpeoplelistentotheradiowhiletheyaredrivingthecars.4.Radioadvertisingdoesn’tworkwell,that’swhyradioratesarekeptlowallthetime.5.Thetelevisionreachistoogeneralwhenspecificaudiencesaretargeted.ExercisesⅡ.Fillintheblankswiththewordsgivenbelow.Changetheformwherenecessary.

Ⅲ.Identifyandanalyzethecohesivedevicesemployedinthefollowingpassage.

Ⅳ.Readthepassagebelowandchoosethebestsentencefromthelisttofillineachofthegaps.Donotuseanylettermorethanonce.

Ⅴ.TranslatethefollowingsentencesintoEnglish,usingthegivenwordsorphrases.

SectionCBusinessWritingToinvitesuchpeopleasyourclients,colleaguesorfriendstoparticipate參加inameeting,aparty,orotheractivities,itisacustomtoextendinvitationsinadvance事先發(fā)出邀請.Extendinginvitationsisverycommoninone’sdailylife.InvitationLettersandCardsI.InvitationLetters（邀請函）

1.Thecontentofinvitationletters（邀請函內(nèi)容）

reason(s)ofinviting原因host/hostess(whosponsorstheactivity?)舉辦者guests(whoisinvited?Cansomeonebringaguest,spouse,orchild?)客人name,date,timeandvenue地點oftheeventdirections,ifthelocationisdifficulttofind線路thespecialpurposeoftheevent,ifanyprogrammeoftheevent特殊原因indicationforappropriatedress,著裝ifanycontactinformation,anddeadlineforresponse聯(lián)系方式和最晚回復(fù)時間2.T