新職業(yè)英語-IT英語Unit4省公開課金獎全國賽課一等獎微課獲獎?wù)n件

IT英語新職業(yè)英語Unit4

SalesofITProducts(I)

ENGLISHFORCAREERS1/58Warming-upReadingAListeningSpeaking4123ReadingB5Writing6Project7VocabularyandStructure82/58Task1Workinpairs.Lookatthefollowinglogosandtelleachotherwhatyouknowaboutthem.

3/58Task2

Workingroupsoffouranddiscussthefollowingquestions.

□sensitivitytocustomers’needs□knowledgeofthecompanyanditsproducts□commandofcommunicationskills□relationshipwithcustomers□appearanceandmanner□promotionalpolicy□personality□qualityofproducts□training

Whatelementsdoyouthinkarethemostimportantforasuccessfulsalespersonamongthefollowingandwhy?Whatelsedoyouthinkcanleadtoasalesperson’ssuccess?4/58ReadingATask1Beforereadingthepassage,seehowmuchyouknowaboutbusinessmarketingbyansweringthefollowingquestions.

Whatdoyouthinklead(s)tobusinesssuccess,theCEO,theproduct,orthemarketing?2.Whatsuggestionscanyougivetomakeabusinesswell-known?

5/58Business

Marketing:DevelopingaStrategy

Marketingisakeypartofbusinesssuccess.Developingagoodbusinessmarketingstrategyiswhatacompanyneedstoriseabovecompetitors.Carefulresearch,properintroductionandgoodfollow-upareveryimportanttobuildingastrongcustomerbase.ResearchYourMarketDoyouhaveatargetmarketinmind?Gettoknowthecustomersyouwant.Findoutwhatgroupsyourproductsorserviceswillattractthemost.Findcompaniesthatneedyourproductsorservicesinthearea.Carefullyresearchyourtargetmarketforanassessmentofthethingsyoumaybeabletooffer.Youcansendoutashortpoll(nolongerthan10questions).Itisaquickandeasywaytofindoutwhattheyneed.ReadingA6/58Examiningthecompetitioncloselywillhelptofindareasofdemandsyourcompanycanfillin.Figureout

whatspecialproductsorservicesyourcompanyoffersthatothersdonot.Studiesshowthatspecialtycompaniesdobetterthanthosewhotrytodoitall.IntroduceYourBusiness

Startout

withasimplehandout.Anypieceofmarketingshouldincludethesebasicelements:whoyouare,whatyouoffer,whereyouarelocated,andhowtocontactyou.ReadingATrytointerestpeoplebyemphasizingthoseuniquespecialtiesthatonlyyourbusinessoffersinyouradvertising.Thethingtofocusonisoneortwoparticularneedstheyhavethatyoucantakecareofforthem.Otherthingsyoumightincludeinanadvertisementare:grandopeningdate,specialsales,top-sellingproducts,numberofcustomerstodate,andcompanyslogan/logo.7/58Follow-Up

Oneoftheaspectsthatpeoplepaylessattentiontoofmarketingisfollow-up.Itisalwaysgoodtohavenewcustomers,buttotrulybesuccessful,youneedatleastsomeofthosepeopletocomeagain.Therearesomeverysimplethingsthatyoucandotoinspirerepeatbusiness.Ifyougetphonecallsoremails,respond

tothem.Giveacallbackorareplymessagetothankthemagainforinquiring.Offeringcoupons,discountsorafreeitem(e.g.apenwithcompanylogo)isalsoawaytothankandencouragethemtocomeagain.Ifyoufollowthesesteps,youwillsurelyseeyourbusinesstakeoff.Onceyoufindoutwhatworksforyou,justdoitagainandagain,andyouwillsoonhaveastrongcustomerbase.ReadingA8/58ReadingATask2

Readthepassage.Decidewhichparagraph(s)talk(s)abouteachofthefollowingparts.

12-34-67-89Part1:Marketingisveryimportanttobusinesssuccess.Part2:Thefirststepistocarefullyresearchthemarket.Part3:Thesecondstepistomakeaproperintroductionofyourbusiness.Part4:Thelaststepistodoagoodfollow-up.Part5:Conclusion—thestrategywillwork.Paragraph(s)______Paragraph(s)______Paragraph(s)______Paragraph(s)______Paragraph(s)______9/58ReadingATask3Readthepassageagainandanswerthefollowingquestions.

Whatisimportanttoastrongcustomerbase?2.Whatisaquickandeasywaytoresearchthemarket?3.Whatistheaimofmarketresearch?Carefulresearch,properintroductionandgoodfollow-up.Sendingoutashortpollisaquickandeasywaytoresearchthemarket.Itisforanassessmentofthethingsyoumaybeabletooffer.10/584.Whatarethebasicelementsofabusinesshandout?5.Howcananadvertisementinterestpeople?6.Whatcanbedonetoinspirecustomerstocomeagain?Thebasicelementsare:whoyouare,whatyouoffer,whereyouarelocated,andhowtocontactyou.Byfocusingononeortwoparticularneedsthecustomershavethatyoucantakecareofforthem.Youcangiveacallbackorareplymessage.offercoupons,discountsorafreeitem.ReadingA11/58Task4MatchthefollowingtermswiththeirChinesemeaning.ReadingAA.口號B.特色商品C.競爭對手D.暢銷商品E.打折F.開業(yè)日期G.市場營銷H.（企業(yè)）標(biāo)識I.市場跟蹤J.無償贈予品K.評定L.傳單M.特價(jià)優(yōu)惠N.民意調(diào)查O.優(yōu)惠券1.businessmarketing2.competitor3.follow-up4.assessment5.poll6.specialty7.handout8.openingdate9.specialsales10.topsellingproduct11.slogan12.logo13.coupon14.discount15.freeitem12/58

商業(yè)營銷：策略開發(fā)

營銷是企業(yè)成功關(guān)鍵。企業(yè)要想在競爭對手中脫穎而出就需要開發(fā)一套好營銷策略。仔細(xì)調(diào)研、適當(dāng)宣傳和及時(shí)跟進(jìn)對建立一個(gè)牢靠客戶群來說都是十分主要。

調(diào)研市場

你腦海中是否有一個(gè)目標(biāo)市場？了解你想爭取到客戶，查出你產(chǎn)品或服務(wù)最吸引哪些人群，找到在本區(qū)域里哪些企業(yè)需要你產(chǎn)品或服務(wù)。認(rèn)真研究你目標(biāo)市場，從而評定那些你所能提供東西。你能夠發(fā)放一份簡短調(diào)查（不超出十個(gè)問題）。這是一個(gè)又快又簡單挖掘客戶需求方法。

仔細(xì)研究競爭情況能夠幫你找到一些你企業(yè)能夠填補(bǔ)需求空白。搞清楚你企業(yè)能提供哪些別企業(yè)無法提供產(chǎn)品或服務(wù)。研究表明有專長企業(yè)比那些試圖包攬一切企業(yè)表現(xiàn)更加好。ReadingA13/58宣傳企業(yè)

這一步能夠從發(fā)放簡單傳單開始。任何市場策略都應(yīng)該包含以下這些基本要素：你是誰，提供什么，位置在哪里，以及怎樣聯(lián)絡(luò)。

在廣告中，盡可能經(jīng)過強(qiáng)調(diào)那些只有你企業(yè)才能提供專長來吸引用戶。焦點(diǎn)放在用戶一兩個(gè)特殊需求上，而這一兩個(gè)特殊需求正是你們能滿足。

在廣告中能夠包含其它信息有：開業(yè)日期、特價(jià)銷售、暢銷產(chǎn)品、至今已經(jīng)有客戶數(shù)量、企業(yè)口號或標(biāo)志?？蛻舾M(jìn)

客戶跟進(jìn)是營銷中經(jīng)常被忽略一個(gè)步驟。擁有新客戶當(dāng)然好，不過想要真正地成功,你最少要有一些回頭客。而你只需做一些十分簡單事情就能夠培養(yǎng)回頭生意。

當(dāng)你接到電話或者收到電子郵件，務(wù)必回復(fù)。打一個(gè)電話或者回一條消息，感激他們再次問詢。提供優(yōu)惠券、折扣或者無償禮品（比如有企業(yè)標(biāo)志鋼筆），這些永遠(yuǎn)都是感激并勉勵客戶再次光臨好方法。

假如照這些步驟去做，你一定會看到你生意開始成功。一旦你找到了有效方法，就堅(jiān)持使用，這么你很快就會有一個(gè)牢靠客戶群了。

ReadingA14/58competitor

n.

aperson,team,companyetc.thatiscompetingwithanother

ReadingAByloweringthepriceandincreasingthequality,the

companyhasbeatenallitsmaincompetitorsinthisarea.n.

aprocessinwhichyoumakeajudgmentaboutapersonorsituation

assessment

Thegovernmentrecentlymadeanassessmentofthelocaleconomicsituation.15/58figureouttocometounderstand

ReadingAIstillcan’tfigureoutwhysheleftme.v.getdownto

startoutKatharinestartedouttowriteherfirstnovelinthesummerof.Theschoolparticularlyemphasizesgoodmanners.emphasizev.togiveparticularimportanceor

attention

tosomething

16/58respondv.

toreply,especiallyinwriting

ReadingAIemailedherlastweek,butsofarshehasn’trespondedyet.

v.

toachievesuddengrowthorsuccess

takeoffShiaLaBeouf’scareertookoffwiththehugesuccessofTransformersseries.17/58ListeningTask1

Leoiscallingfortheinformationaboutcomputers.

Listento

theconversationandfillinthe

blankswith

whatyouhear.1.Theconversationismostprobablytakingplacebetweena(n)_________anda(n)_________.2.Kateisfrom__________Company.3.LeocannotdecidebetweenYangtianandKaitian__________________.

enterprisedesktopssecretarycustomerLenovo18/58W:Goodmorning,LenovoSalesDepartment.ThisisKateZhangspeaking.WhatcanIdoforyou?M:Goodmorning.I’mLeoWangfromOrientalImportCo.We’reinterestedinyourenterprisedesktops.W:WehavebothYangtianandKaitianenterprisedesktops.MayIknowwhichseriesdoyoulikebetter?M:I’mnotsure.Couldyouexplaintomeindetailthedifferencesbetweenthetwo?W:Noproblem.

Script19/58PurposeofLeo’svisit:__________________________________________Productsinterested:______________________________________________Specificrequirements:______________________________________________Targetusersoftheproducts:______________________________________________Featuresoftheproductsinterested:______________________________________________ListeningTask2

LeoispayingavisittoKate’soffice.Listentotheconversationandcompletethefollowingnotepad.

totalkaboutpurchasingLenovocomputersKaitianseriesdiscountforthelarge,promisingandeco-friendlycompanyhighspeed,largestorage,facerecognitionsoftware,anti-bacteriakeyboard20/58M:Assaidoverthephone,we’regoingtoupdateourdesktopssoastosuitourpresentwork.YourKaitianseriesimpressedmealot.W:You’redefinitelyrightifyouhaveinterestinourKaitianproducts.Theyaredevelopedjustforuserslikeyourcompany,large,promisingandeco-friendly.M:Butwethinkthepriceisalittlehigh.Wearewonderingwhetheryoucangiveusadiscount.W:I’vealreadytalkedtooursalesmanager.Hesaidthatifthepurchaseisabove100atonetime,wecanofferfivepercentoff.M:Well,isthereanyroomforfurtherdiscount?W:Considerthehighqualityandallthefeaturesthisseriesofproductshave,forinstance,highspeed,largestorage,facerecognitionsoftware,anti-bacteriakeyboard,andit’sreallyabigdeal.M:OK.Let’shavealookatthecontract.Script21/58Assaidoverthephone,we’regoingto1__________ourdesktopssoastosuitourpresentwork.YourKaitianseriesimpressedmealot.You’redefinitelyrightifyouhaveinterestinourKaitianproducts.Theyare2__________justforuserslikeyourcompany,large,promisingandeco-friendly.Butwethinkthepriceisalittlehigh.We’rewonderingwhetheryoucangiveusa(n)3__________.I’vealreadytalkedtooursalesmanager.Hesaidthatifthepurchaseisabove100atonetime,wecanofferfivepercent4__________.Well,isthereanyroomforfurtherdiscount?Considerthehighqualityandallthe5__________thisseriesofproductshave,forinstance,highspeed,large6__________,facerecognitionsoftware,anti-bacteriakeyboard,it’sreally7__________.OK.Let’shavealookatthe8__________.ListeningTask3ListentotheconversationinTask2andfillintheblankswithwhatyouhear.contractupdatedevelopeddiscountofffeaturesstorageabigdealLeo:Kate:Leo:Kate:Leo:Kate:Leo:22/58M:Assaidoverthephone,we’regoingtoupdateourdesktopssoastosuitourpresentwork.YourKaitianseriesimpressedmealot.W:You’redefinitelyrightifyouhaveinterestinourKaitianproducts.Theyaredevelopedjustforuserslikeyourcompany,large,promisingandeco-friendly.M:Butwethinkthepriceisalittlehigh.Wearewonderingwhetheryoucangiveusadiscount.W:I’vealreadytalkedtooursalesmanager.Hesaidthatifthepurchaseisabove100atonetime,wecanofferfivepercentoff.M:Well,isthereanyroomforfurtherdiscount?W:Considerthehighqualityandallthefeaturesthisseriesofproductshave,forinstance,highspeed,largestorage,facerecognitionsoftware,anti-bacteriakeyboard,andit’sreallyabigdeal.M:OK.Let’shavealookatthecontract.Script23/58ListeningTask4

AsalesgirlisintroducingthelatestiPodnanotoacustomer.ListentotheconversationandtickthewordsandphrasesmentionedaboutthenewfeaturesoftheiPodnano.

√√√√√√√24/58W:I’mgoingtointroducetoyouournewproduct,iPodnano.Comparedwiththeformerproducts,thishasnewfeaturesthatmakeyoufallinlovewithitinstantly.M:That’sinteresting.Whatarethenewfeatures?W:Besidestheninebrilliantcolors,say,lightblue,dazzlingpurple,greenandothers,thisnewiPodalsohasthestrikingfeatureslikeMusicalGenius,ShakingandShuffling,RockandRollOverandquitemanyothers.M:WhatdoyoumeanbyMusicalGenius?W:Sayyou’relisteningtoasongyoureallylikeandwanttohearothertracksthatgogreatwithit.TheGeniusfeaturefindsthesongsinyourmusiclibraryandmakesaGeniusPlaylistforyou.It’slikehavingyourownhighlyintelligent,personalDJ.M:Quiteimpressive!WhataboutShakingandShuffling?W:Oh,itmeansyoucanshaketoshuffleyourmusic.JustgiveiPodnanoashakeanditshufflestoadifferentsonginyourmusiclibrary.You’llalwaysbesurprisedbywhatyou’llhear.Script(tobecontinued)25/58M:Great!AndRockandRollOvermaymeanthatwecanturntheiPodupanddownandenjoythemusicatthesametime?W:Exactly,butalsofarbeyondthat.TiltorturniPodnano,andyou’lllisten,watch,andplayinnewways.YoucanflipthroughyouralbumwithCoverFlow.Or,straightlyspeaking,seemorealbumsandartistsonthescreenatonetime.M:That’scool.W:Italsohasgamesespeciallymadeforit.What’smore,watchingmovies,TVshows,andvideosisbigfunoniPodnano.Andthehigh-resolutionpicturelookscrispandvividonthe2-inchwidescreendisplay.Soyoucanalwayshavealittlevideowithyou.M:ThisisreallywhatIwanttohave.What’stheprice,then?W:Justalittleover1,000yuan.M:OK,I’lltakeone.26/58ListeningTask5

Listentoapassageaboutsmilesandchoosethebestanswertoeachquestion.Theauthoragreesthatsmiles__________.A.havemoreeffectthanbodylanguageB.allhavethesamepowerandeffectC.areimportanttosalessuccessD.arecomplicated2.Afakesmile__________.A.sendsamessagethatyouarefriendlyB.showsyouareeasytogoalongwithC.makesothersdistrustyouD.bothAandB3.Accordingtothepassage,weread______tojudgewhetherasmileisgenuineornot.A.bodylanguageB.facialsignalsC.eyecontactD.bothAandB4.Whichofthefollowingstatementsistrueaccordingtothepassage?A.Wecandisagreewiththestatementthatagreatsmileisimportanttooursuccess.B.Genuinesmilesandfakesmileshavethesamepowerandeffect.C.Wecannottellgenuinesmilesfromfakesmiles.D.You’llhaveamoreproductivedayifyoutrytosmilewithyourheart.

27/58

Agreatsmileisimportanttoyoursuccessinsales.Nobodywantstodobusinesswithsomeonewhodoesn’tevensmileuponinitialgreeting.Youcan’targuewiththat.However,notallsmilesarecreatedequal.Genuinesmilesandfakesmilesdon’thavethesamepowerandeffect.Agenuinesmilesendsamessagethatyouarefriendlyandeasytogoalongwithwhileafakeonemakesothersdistrustyou.Wereadbodylanguageandfacialsignalstogiveusanimpressionwhetherasmileisgenuineorfake.Trytosmilewithyourheart,andyouwillhaveamoreproductiveandsuccessfuldaythanthepersonwhoisnotsmiling.Script28/58SpeakingTask1

Workinpairs.Comparethefollowingtwomodelsoflaptops.Tellwhichoneyoulikeandgiveyourreasons.Anexampleconversationhasbeengiven.ThinkPadSL500Processor:IntelCore2DuoProcessorP8400Operatingsystem:GenuineWindowsVistaHomeBasicScreensize:15.4”widescreenTotalmemory:2GBHarddrive:160GB,5400rpmRuntime:6hoursColor:BlackWeight:4.5LbPrice:$780IdeaPadS10Processor:IntelATOMProcessorN270SingleCoreOperatingsystem:GenuineWindowsXPHomeEditionScreensize:10.2”regularscreenTotalmemory:512MBHarddrive:80GB,5400rpmRuntime:3hoursColors:Black,White,Pink,Red,BlueWeight:2.5LbPrice:$39929/58SpeakingA:Whichcomputerdoyoulikebetter?B:IprefertheS10becauseitismuchcheaperthantheThinkPad.OR:IliketheS10modelbetterbecauseitcostsmuchlessthantheThinkPad.A:Iagree.

OR:I’mafraidIdon’treallyagree.IlikeThinkPadbetterbecauseithasabiggerscreen.Example:

30/58Task2

Workinpairs.

Discussandcompletetheconversationatacomputerstorebyfillingintheblankswithappropriatesentences.YoumayrefertotheexpressionsintheLanguageFocusBox.SpeakingLanguageFocusBoxA:Doyouhaveanypreferenceforbrands?B:Whattypeofcomputerdoyouwant?C:Whatdoyouusuallyusethecomputerfor?D:Howmuchareyouwillingtopayforthecomputer?E:Howwouldyouliketopay,bycashorcreditcard?31/58A:Goodafternoon.CanIhelpyou?B:Yes,please.I’mlookingforaPCformyself.A:1____________________________________?B:I’dliketobuyalaptop.A:2_______________________________________?B:Ohyes,I’mconsideringSamsung.A:3____________________________________________?B:I’mwillingtopayupto5,000yuanforit.A:4___________________________________________?B:ImostlyuseittotypedocumentsandsurftheInternet.A:Wehaveaspecialofferforstudents.B:Oh,really?That’saverygoodprice.I’lltakeit.A:5______________________________________________?B:Creditcard,please.B:WhattypeofcomputerdoyouwantA:DoyouhaveanypreferenceforbrandsD:HowmuchareyouwillingtopayforthecomputerC:WhatdoyouusuallyusethecomputerforE:Howwouldyouliketopay,bycashorcreditcardSpeaking32/58Task3

Workinpairs.

Practicemakingaconversationaccordingtothesituationgivenbelow.YoumayrefertotheLanguageFocusBoxandtheconversationinTask2.

SituationAcustomerwantstobuyacellphonewithEnglishdictionary,MP4ande-booksatnomorethan2,000yuan.You,asasalesperson,helphim/hertochooseone.SpeakingLanguageFocusBox?IwanttobuyacellphonewithfunctionsofEnglishdictionary,…?Doyouhaveanypreferencefor…??Whatdoyouusuallyusethecellphonefor??I’mwillingtopayupto2,000yuanforthecellphone.33/58Task4Workingroupsoffour.Firstworktogethertothinkoutsomefeaturesofanewcellphonethatwouldbestfitthestudents’needsandsetasuitablepricerange.Andthenmakeapresentationaboutthenewcellphoneinclass.SpeakingWelcometoourcellphoneexhibitioncenter.Thisisatypeofcellphonespeciallydesignedforcollegestudents.Youcan’tmissitforitsfeatureslike…Thepriceofthistypeofcellphoneisreallysuitablefor…34/58ReadingBThetirelessheadofHP'spersonalcomputerdepartmentiswinningovercompetitorsDellandLenovoandmakingWallStreethappy.Hissecret?Invention.

OnarainydayinCalifornia,ToddBradleycarefullyexaminesproductsthathisdepartmentatHewlett-Packardhasrecentlyintroduced.There’sasleeklaptopcalledtheVoodooEnvyforhard-coregamers,atinypink-and-redcomputercreatedwithafashiondesigner,andtheindustry’sfirsttouchscreennotebook.Itistrulyimpressive.HehashelpedthecompanybecomethetopPCmakerintheworldandhasincreasedprofitsatthesametime.35/58Asthedeepeningeconomiccrisishitscompaniesaroundtheglobe,HPismovingverysmoothly.Whiletherearemanyreasonsforthat,includingHP'sexpandingservicesbusinessandprofitableprinterfranchise,abigfactoristhePCdepartment,whichbringsin$42billionannuallyfromthesaleofPCs,handhelds,andworkstationcomputers.

Bradley’sstrategyatHPhasdependedoncreatingfreshdesignsandeye-catchingmarketingcampaigns.BradleybelievedfromthestartthatHPhadtochangeitsPCbusiness.Ifitkepttryingtosellboringboxesatthelowestcost,itwouldbelockedinacruelstrugglewithDell.SoBradleyaskedalocaladagencytocreateavideotoconvincetheexecutiveboardthatHPneededanewway.ThevideoarguedthatPCshadbecomeacommoditybecausemakershadgivenallinventiontochipmakerIntelandMicrosoft.ThevideothenshowedhowHPcouldgetoutofthecommoditygame.“‘Wow!’iswhatsells,”saysBradley.

ReadingB36/58

Theexecutiveboardwasconvinced.Theresult:amarketingcampaignshowinghowHPcomputersaredifferentfromothers.Hip-hopstarJayZhouandtennisstarSerenaWilliamstalkedaboutusingHPPCstowatchmovieswithoutfirstwaitingforWindowstolaunchaswellastolookatphotosandeditmusic.TheTVadendedwithaslogan:“Thecomputerispersonalagain.”Thetimingwasfortunate.Whenthecampaignbeganin,peoplewerelookingforlaptopsthatcouldeasilynavigatetheWeb,playgames,andstoredigitalcontent.TheywerealsobuyingmorefromstoressuchasBestBuy,wheretheycouldtryoutthelatesttechnology.ThetrendsgaveBradleyanedgeoverDellandHPquicklysurpassedDelltobecometheworld'stopPCseller.ReadingB37/58惠普再度閃耀個(gè)人電腦市場

惠普個(gè)人電腦部門領(lǐng)軍者布拉德利不辭辛勞地率領(lǐng)著惠普打敗競爭對手戴爾和聯(lián)想，并讓華爾街投資者喜出望外。他秘密是什么？創(chuàng)新。美國加州，一個(gè)陰雨天，托德·布拉德利正在仔細(xì)審閱部門新近開發(fā)產(chǎn)品，其中有為鐵桿游戲迷準(zhǔn)備精巧手提電腦VoodooEnvy，也有與服裝設(shè)計(jì)師聯(lián)手打造迷你型粉紅色筆記本電腦，以及業(yè)內(nèi)第一款觸摸屏筆記本。這一場景令人印象深刻。這位惠普個(gè)人電腦部門領(lǐng)軍者成功地將惠普推上了全球個(gè)人電腦市場第一把交椅，同時(shí)收獲了豐厚利潤。愈陷愈深經(jīng)濟(jì)衰退沖擊著世界各地企業(yè)，但惠普在危機(jī)中處境相對來說還不錯。這背后原因有很多，包含惠普不停擴(kuò)大服務(wù)業(yè)以及利潤豐厚打印機(jī)特許經(jīng)銷，但其中一大功臣是布拉德利領(lǐng)導(dǎo)電腦部門，經(jīng)過銷售個(gè)人電腦、手提設(shè)備和臺式工作站，該部門每年為企業(yè)帶來420億美元銷售額。

ReadingB38/58

ReadingB在惠普，布拉德利戰(zhàn)略是令人耳目一新設(shè)計(jì)和引人矚目標(biāo)市場推廣活動。布拉德利從一開始就認(rèn)為惠普必須對個(gè)人電腦部門進(jìn)行改革。假如惠普依然試圖以最低價(jià)格出售令人乏味電腦產(chǎn)品，那么就會被困在與戴爾惡戰(zhàn)之中而無法自拔。所以布拉德利請當(dāng)?shù)匾患覐V告企業(yè)制作了一段視頻，以使企業(yè)領(lǐng)導(dǎo)層相信惠普需要另辟蹊徑。視頻中提到，因?yàn)殡娔X制造商將全部創(chuàng)新任務(wù)都交給了芯片生產(chǎn)商英特爾和微軟，所以個(gè)人電腦越來越商業(yè)化。隨即視頻描述了惠普怎樣才能從這場商品游戲中脫身。布拉德利說：“讓人驚喜東西才有市場?！鳖I(lǐng)導(dǎo)層被說服了。隨之而來便是一場營銷活動，向公眾強(qiáng)調(diào)惠普電腦怎樣與眾不一樣。說唱明星周杰倫和網(wǎng)球明星小威廉姆斯在廣告中說，用惠普電腦在Windows開啟之前就能看電影，瀏覽照片，編輯音樂。電視廣告以這句宣傳口號結(jié)束：“惠普電腦掌控個(gè)性世界”。時(shí)機(jī)把握得恰到好處。在年?duì)I銷推廣活動開始開啟之時(shí)，消費(fèi)者正在尋找能夠上網(wǎng)、打游戲、存放數(shù)字內(nèi)容而且簡單易用筆記本電腦。越來越多消費(fèi)者還從BestBuy等零售商那兒購置商品，因?yàn)樵谀抢锼麄兡軌蝮w驗(yàn)到最新技術(shù)。這種趨勢使布拉德利取得了戴爾所沒有優(yōu)勢。因?yàn)楫?dāng)初零售店里沒有戴爾產(chǎn)品，戴爾強(qiáng)調(diào)也只是低成本。惠普所以快速超越了戴爾，一躍成為全球第一個(gè)人電腦生產(chǎn)商。39/58HP’scompetitorsHeadofHP’sPCdepartmentCriticsagainstthemarketingcampaignAnnualearningfromHP’sPCdepartmentMarketshareofHPintheworldHP’sR&DproductivityCompetitionwithPalminthemarketofsmartphonesStarsintheTVadandthefeaturesoftheproductstheyuseExecutiveboardmeetingonThanksgivingDayPeople’srequirementsoflaptopsinTask1

ReadthepassageandtickthefactsmentionedinthepassageaboutHP.√√√√√√√ReadingB40/58Task2

Readtheemailagainandchoosethebestanswertoeachquestion.

Createfreshdesignsandeye-catchingmarketingcampaigns.“Wow!”iswhatsells.Giveacallbackorareplymessagetothankthemagainforinquiring.Offercoupons,discountsorafreeitem.ReadingB41/581.董事會仔細(xì)審閱企業(yè)新近開發(fā)產(chǎn)品。(examine,recent,introduce)Theexecutiveboardcarefully___________

productsthatthecompany_________________________________.2.企業(yè)領(lǐng)先于全球個(gè)人電腦市場，同時(shí)收獲了豐厚利潤。(become,top,profit)Thecompany______________________

PCmakerintheworldandhas______________________atthesametime.3.愈陷愈深經(jīng)濟(jì)衰退沖擊著世界各地企業(yè)。(economy,crisis,globe)Thedeepening______________________hitscompanies______________________.4.一場展示該企業(yè)與眾不一樣之處營銷活動開始了。(start,how,different)Amarketingcampaign______________showing______________________.Task3

MatchthefollowingtermswiththeirChinesemeanings.howthecompanyisdifferentfromothersexamineshasrecentlyintroducedbecomesthetopincreasedprofitseconomiccrisisaroundtheglobestartsReadingB42/58WritingTaskReadthefollowingemailwrittenbyacustomernamedJustin,whoasksaboutthenew3GphonesofyourcompanySonyEricsson.

43/58WritingDearJustin,First,I’dliketothankyouforyourinterestinour3Gphones.Asyouknow,wejustlaunchedour3Gproductline.Rightnowweoffertwomodelsof3Gphones,T1andT2,bothnewtothemarket.We’repleasedtotellyouwe’resellingT1ataspecialpricewith10%immediatediscountthismonth.IfyoupreferT2,youalsogetagooddeal.BuyT2infullprice,andyouwillgetanextrabatteryworth200yuanforfree.Thankyouforconsideringourproductsagain.Ifyouhaveanyotherquestions,feelfreetoemailusagain.We’llbegladtoanswerthemforyou.YourssincerelyNowwritetoJustinandyourreplyshouldincludethefollowingthreeaspects:1.Thankthecustomerforinquiring;2.Thecompanyofferstwonew3Gphones,onewithadiscountandtheotherwithafreeitem;3.Thankagainandencouragethecustomertouseyourcompany’s3Gphone.44/58ProjectProjectGuidelinesThisprojectaimstogothroughtheprocessofmakingamarketresearch.Thewholetaskisdividedintothreesteps.StepOnefocusesonmarketresearchbydesigningaquestionnaire.StepTwofocusesontheresearchanalysis.StepThreerestsontheintroductionofthecompanyanditsproducts.PleasefollowtheTaskDescriptiontocompletetheproject.45/58ProjectTaskDescriptionStepOneOrganizeasmallgroupwith4-6peopleinyourclass;Designaquestionnairewith10to20questionsaboutwhatcustomersneedofanITcompany(e.g.products,services,etc.);Printcopiesofthequestionnaireandthensendouttogetfeedbackfromcustomersorcompanies.StepTwo?Collectthequestionnaires;?Dividethegroupintotwosubgroups:onemakesanalysisabouttheneedsofproducts,theothertheneedsofservices;?Decidewhatproductsandservicesthatyourcompanycanoffertomeettheneeds.46/58StepThree?Designasimplehandoutwiththebasicelementsanduniquespecialtiesoftheselectedproductsandservices,includingcontactinformation;?Printcopiesofthehandoutandthensendouttoattractcustomersorcompanies.47/58VocabularyandStructureTask1

ChoosethecorrectChinesemeaningforeachword.1.remind A.提醒 B.記得 C.介意 D.恪守2.desire A.閣樓 B.得到 C.辭退 D.欲望3.major A.專注 B.專業(yè) C.專門 D.專心4.skill A.尖叫 B.發(fā)抖 C.技巧 D.訓(xùn)練5.physical A.身體 B.雜亂 C.零星 D.心理6.average A.憤恨 B.盛行 C.平均 D.暫時(shí)7.share A.領(lǐng)域 B.分享 C.盯著看 D.矛盾

48/588.customer A.習(xí)俗 B.海關(guān) C.用戶 D.店主9.protect A.提升 B.阻止 C.保護(hù) D.預(yù)防10.promote A.促進(jìn) B.降低 C.妨礙 D.提醒11.counter A.角落 B.柜臺 C.見面 D.櫥窗12.package A.包裹 B.行李 C.飾品 D.物件13.client A.雇員 B.職員 C.客戶 D.客人14.confidenceA.野心