世纪商务英语综合教程

1、logoproducts世纪商务英语综合教程 iii返回返回logomarketinghttp:/ a product is an offering capable of satisfying a need or a want, which is offered to a target market for attention, acquisition, use, or consumption. a product can be an object, service, activity, person, place, organization, or idea. each product ha

2、s its own benefits, styling, quality, brand name, and packaging that give it its own identity and distinguishing characteristics. an advertiser will primarily concentrate on promoting a products benefits, rather than its features. for example, the emphasis in an advertisement promoting a lipstick wi

3、ll be on the product benefit of beauty, with mention of its physical features, such as color and size. in other words, the ad will try to appeal to a womans desire to look beautiful and will promise the woman that wearing this lipstick will positively enhance her looks. logocontentsreal life practic

4、e4practical writing51text a2lead-in1 1text b3http:/logolead-inlead-intext atext breal life practicepractical writinghttp:/listening1blank filling2spot dictation3discussion4logolead-in1 listening listen to three dialogues carefully and figure out what they are talking about. match each dialogue with

5、the corresponding topic. http:/lead-intext atext breal life practicepractical writingdialogue 1a. shippingdialogue 2b. production processdialogue 3c. packaging1. b 2. c 3. aanswerlogolead-in2 blank fillinghttp:/lead-intext atext breal life practicepractical writinglisten to the dialogues again and f

6、ill in the missing information.l our raw materials and components are categorized and numbered by 1 . l our production is 2 and the sketch will be 3 .dialogue 1lthe main production plan is based on 6 . lour assembly lines are all 7 and 8 .lour assembly line can produce 4 parts every year, and we hav

7、e 5 of this kind.bar codes _pre-designed _improved _100,000 _ten lines _ prediction _ productive _ impressive _logolead-in2 blank fillinghttp:/lead-intext atext breal life practicepractical writinglisten to the dialogues again and fill in the missing information.dialogue 2l we can provide various wa

8、ys of packing: 1 ,large packing, 2 and fiberboard packing.l the sample is all padded and packed in 3 .l the size of the outer packing is, 4 , 30cm wide and 5 .l the net weight of the sample is 6 , tare weight 1kg, and 7 11kg.l we use 8 to reinforce the packing.carton box _nude packing _50cm long _ p

9、lastic straps_ gross weight _ 10kg _wooden packing _18cm high _logolead-in2 blank fillinghttp:/lead-intext atext breal life practicepractical writinglisten to the dialogues again and fill in the missing information.dialogue 2l cargo measuring less than forty cubic feet per ton is charged on a 1 and

10、cargo measuring forty cubic feet or more per ton is charged on a 2 . l freight rates are 3 for liners. but for tramp steamers, freight rates can be 4 when commodities move in a large quantity.l shipping companies always make 5 for heavy lifts and extra length.l you can save a lot of money by using 6

11、 . dialogue 3 weight basis _measurement basis _ negotiated _ fixed _ the charter _ extra charges _logolead-in3 spot dictationlisten to the passage and fill in the missing information. http:/lead-intext atext breal life practicepractical writing the ikea business idea is to offer a wide range of home

12、 furnishings with good 1 at prices so low that as many people as possible will be able to 2 . and still have money left! most of the time,3 home furnishings are created for a small part of the population the few who can afford them. from the beginning, ikea has taken a different path. we have decide

13、d to 4 .a better everyday lifedesign and function _afford them _beautifully designed _ side with the many _logolead-in3 spot dictationhttp:/lead-intext atext breal life practicepractical writinga better everyday life that means 5 the home furnishing needs of people throughout the world. people with

14、many different needs, tastes, dreams, aspirations. and wallets. people who want to improve their homes and 6 . its not difficult to manufacture expensive fine furniture. just spend the money and let the customers pay. to manufacture beautiful, 7 furniture at low prices is not so easy. it requires a

15、different approach. finding 8 , scrimping and saving in every direction. except on ideas.simple solutions _durable _create better everyday lives _ responding _logolead-in3 spot dictationhttp:/lead-intext atext breal life practicepractical writinga better everyday life but we cant do it alone. our bu

16、siness idea is based on a 9 . first, we do our part. our designers work with manufacturers to find smart ways to make furniture using existing 10 . then our buyers look all over the world for good suppliers with the most suitable 11 . next, we buy 12 on a global scale so that we can get the best dea

17、ls, and you can get the lowest price. production processes _partnership with the customer _raw materials _in bulk _logolead-in3 spot dictationhttp:/lead-intext atext breal life practicepractical writing then you do your part. using the ikea 13 and visiting the store, you choose the furniture yoursel

18、f and pick it up at the 14 . because most items are packed flat, you can get them home easily, and assemble them yourself. this means we dont 15 you for things you can easily do on your own. so together we save money. for a better everyday life.a better everyday lifeself-serve warehouse _charge_cata

19、log _logolead-in4 discussionlook at the following pictures. discuss the following questions with your partner and report your answers to the class. http:/lead-intext atext breal life practicepractical writing1. what are the business concepts of the products?2. how are these business concepts differe

20、nt from ikeas vision?bacdanswerlogolead-inhttp:/返回a. b. reproduction antique furniture luxury packing solid wood expensive material unnecessary costs complicated design.c. d. complicated design solid wood expensive material pre assembled product har 4 discussionlogotext a reading comprehension vocab

21、ulary translation part 1 part 2 part 3 part 4http:/lead-intext atext breal life practicepractical writing sumplementary reading part 5logotext a readingread the passage about ikea and answer the following questions.http:/lead-intext atext breal life practicepractical writing1. what is ikea vision an

22、d business idea?2. what does ikea market positioning statement “we do our part” mean?the ikea vision is “to create a better everyday life for the many people.”the business idea is “to offer a wide range of well designed, functional home furnishing products at prices so low that as many people as pos

23、sible will be able to afford them.”_“we do our part” means we use inexpensive material in a novel way and minimize production, distribution and retail costs and ensure that our customers benefit from low prices. _logotext a readingread the passage about ikea and answer the following questions.http:/

24、lead-intext atext breal life practicepractical writing4. is it true that the higher quality of the product, the better? why?3. how does ikea make a real difference in prices?ikea has a good relationship with the suppliers and so they are able to purchase good quality, economically produced designs t

25、hat are bought in bulk to keep costs down. they make all their furniture flat packed so they reduce transportation and assembly costs. _no. the quality of a product must be appropriate for the intended use. when a less expensive material does a good job, it is not necessary to use an expensive one.

26、this helps to cut down on costs. _logotext a readingread the passage about ikea and answer the following questions.http:/lead-intext atext breal life practicepractical writing5. why can visiting ikea store be a day out for the whole family?in ikea stores, people are encouraged to touch, feel and use

27、 the products on display to see how they would fit into their own home. there are also play areas for children, special events and a great value family restaurant. _logotext a readingnew words and expressions utilitarian ju:7tili5teerien a. 实用的furnishing 5f:nifin n. (usu. pl.) 家具,设备framework 5freimw

28、:k n. 原则,思想sum total n. 总计, 合计rational 5rafenel a. 理性的,合理的build on. 建立于的基础上consumer value n. 消费者价值novel 5n?vel a. 新奇的,新颖的minimize 5minimaiz v. 使最小化,将减到最少trendy 5trendi a. 赶时髦的economically 7eke5n?mikli ad. 经济地in bulk ad. 散装, 大批cut down on 削减intended in5tendid a. 意欲达到的,打算的subject. to. 使经受,使遭受return po

29、licy n. 退换货政策unpretentious 7qnpri5tenfes a. 不张扬的,不炫耀的practicality 7prakti5kaliti n. 实用性informality 7infc:5maleti n. 非正式http:/lead-intext atext breal life practicepractical writinglogotext a readinghttp:/lead-intext atext breal life practicepractical writing ikea is renowned for offering quality furn

30、iture at affordable prices. the ikea vision, business idea and market positioning statement provide a framework for all ikea marketing communication worldwide.the ikea vision then 17是插入语，对ingvar kamprad进行解释说明，意思是“当时他17岁”。ikea was founded in sweden, in 1943 by ingvar kamprad, then 17.that引导定语从句；much

31、of which.是非限制性定语从句，修饰furniture。it is a privately-owned, international, low-cost home products retailer that sells modern, utilitarian design furniture, much of which is assembled by the consumer.logotext a readingthe ikea vision1 the ikea vision is “to create a better everyday life for the many peop

32、le.”2 our business idea is “to offer a wide range of well designed, functional home furnishing products at prices so low that as many people as possible will be able to afford them.”http:/lead-intext atext breal life practicepractical writing3 our market positioning statement is: your partner in bet

33、ter living. we do our part, you do yours. together we save money.logotext a readinghttp:/lead-intext atext breal life practicepractical writing4 by communicating the content of this framework and encouraging customers to experience the ikea concept, we are building the ikea brand. the brand image is

34、 the result of over 50 years, work by ikea co-workers at all levels all over the world.the ikea visionthat.引导定语从句，修饰values；the ikea trademark and the reputation并列做associate with的宾语。the ikea brand is the sum total of the emotional and rational values that consumers associate with the ikea trademark a

35、nd the reputation of our company.logotext a readinghttp:/lead-intext atext breal life practicepractical writing5 the ikea concept with the consumers. these are briefly described below.the ikea visionbuild on sth: to use your achievements as a base for further development the new plan will build on t

36、he success of the previous program.build something on something: to base something on an idea or thing our relationship is built on trust. builds on a relationship本句的主句是messages are used；介宾短语munication做地点状语；to build.customers needs做目的状语，其中动词build和 give并列，how引导宾语从句，做介词of的宾语。fulfill vt. to do somethin

37、g that is expected, hoped for or promised or to cause it to happen were suing our suppliers for failing to fulfill their contract. much of the electrical equipment failed to fulfill safety requirements. much of the electrical equipment failed to fulfill safety requirements. nine key messages are use

38、d within the ikea marketing communication to build this relationship and give an understanding of how we can fulfill our customers needs.logotext a readinghttp:/lead-intext atext breal life practicepractical writingthe ikea vision6 the ikea concept is based on the market positioning statement. “we d

39、o our part” focuses on our commitment to product design, consumer values and clever solutions. by using inexpensive materials in a novel way and minimizing production, distribution and retail costs, our customers benefit from low prices.7 the ikea product range is developed to be extensive enough to

40、 have something that appeals to everyone and to cover all functions in the home. the products are modern, not trendy, so they are practical enough for everyday use.logotext a readinghttp:/lead-intext atext breal life practicepractical writingthe ikea vision8 ikea is the home furnishing specialist. i

41、kea products are functional and appealing, and enable many people to improve their home life through practical solutions to everyday problems. 9 low price is not appealing unless it represents good value for money. this is where ikea is able to make a real difference. logotext a readinghttp:/lead-in

42、text atext breal life practicepractical writingthe ikea visionikea is committed to having a good relationship with our suppliers and so we are able to purchase good quality, produced designs that are bought in bulk to keep costs down. economically ad. 1) in a way that uses money, goods, time, etc wi

43、thout wasting any small trees use space in the garden economically. as a student she lived very economically, rarely going out and buying very few clothes. 2) in a way that is related to systems of money, trade, or business economically, the country is in a very healthy state. the village is inconve

44、niently located and economically underdeveloped.economicallyby making.做方式状语；flat 此处是副词，修饰过去分词packed。flat和pack二词可构成复合名词。flat-pack/flat pack n. furniture that is sold as parts in a box and has to be put togethercut down on: to reduce the amount of something by getting the design right, you can cut dow

45、n on accidents. finallythey have hired a new person. i hope this cut down on our work a little. by making all our furniture flat packed, we cut down on transportation and assembly costs.logotext a readinghttp:/lead-intext atext breal life practicepractical writingthe ikea vision 10 ikea products are

46、 based on a functional approach to design. ikea design means products that are attractive, practical and easy to use. they dont have unnecessary features; they give genuine solutions for specific home furnishing needs and are made of the most suitable materials for their purpose.b. function1. _logot

47、ext a readinghttp:/lead-intext atext breal life practicepractical writingthe ikea vision11 the quality of a product must be appropriate for the intended use. 本句主句是there is no need；if引导条件状语从句，其中as long as引导条件状语从句，it was intended for 是定语从句，修饰purpose。 for example there is no need for an expensive back

48、panel on a bookcase if a less expensive alternative does a good job as long as the bookshelf is used for the purpose it was intended for. a. the right quality2. _logotext a readinghttp:/lead-intext atext breal life practicepractical writingthe ikea visionikea products are to rigorous tests to make s

49、ure that they meet national and international safety standards.subject somebody/something to something: to force someone or something to experience something very unpleasant, especially over a long time i was subjected to a lengthy inquisition by the tax inspector. the criminals are subjected to the

50、 punishment they deserve.note: 此用法中subject是动词。subject还可以做形容词，结构为：be subject to something。be subject to something: if someone or something is subject to something, especially something bad, it is possible or likely that they will be affected by it all flights are subject to delay.prices are subject t

51、o change.subjectedlogotext a readinghttp:/lead-intext atext breal life practicepractical writingthe ikea vision12 ikea offers service where you need it, but allows customers to make most of the decisions themselves. this means that we need to make it easy to choose the right products by displaying t

52、hem correctly, describing them accurately and having a simple return policy.most of. take-away 是名词+形容词形式的独立结构。 the ikea store offers“everything under one roof”, most of it available for immediate take-away.e. convenient shopping3. _logotext a readinghttp:/lead-intext atext breal life practicepractic

53、al writingthe ikea vision13 ikea aims to look after our customers by planning for their needs. not only do we provide inspiration and ideas, but we also encourage people to touch, feel and use the products on display to see how they would fit into their own home. new products 和seasonal themes，play a

54、reas，special events，restaurant并列做宾语；动名词短语arriving all the time做后置定语。 we have new products arriving all the time, seasonal themes, play areas for children, special events and a great value family restaurant.c. a day out for the whole family4. _logotext a readinghttp:/lead-intext atext breal life prac

55、ticepractical writingthe ikea vision14 the key ikea messages all have their roots in the swedish origin of ikea. swedish furniture is light and fresh yet unpretentious. the warm welcoming swedish style has become a model of simplicity, practicality, and informality that is now world- renown.d. swedi

56、sh ikea5. _logotext a translation 宜家于1943年在瑞典成立，创始人是英格瓦坎普拉德，当时他17岁。这是一家私有的、跨国的、低成本的家具产品零售商，销售现代、实用设计的家具，这些家具多数是由消费者自己组装。宜家以提供高品质低价格的家具而著名。宜家的公司目标、商业理念和市场定位都为宜家的全球营销交流提供了一个框架。 返回宜家的公司目标宜家的公司目标 1 宜家的公司目标是“为大众创造美好的每一天。”2 我们的商业理念是“以大众能够买得起的低价格提供多系列设计良好实用的家居产品。”3 我们的市场定位是“你的美好生活的伙伴。我们做好我们的工作，你做好你的。我们一起省钱

57、。”logotext a translation 返回宜家的公司目标宜家的公司目标 4 我们通过交流这一框架的内容以及鼓励消费者来体验宜家的理念来塑造宜家品牌。宜家的品牌集情感与理性价值为一身，消费者也将此与宜家商标及本公司的声誉联系起来。我们的品牌形象是全球各级宜家员工50多年努力的成果。5 宜家的理念建立在与消费者关系的基础之上。9个关键理念被用于宜家的营销宣传以建立这种关系，使顾客理解我们是如何满足顾客需求的。以下对此9点进行简单介绍。6 宜家的理念是建立在市场定位上的。“我们做好我们的工作”的中心是我们致力于产品设计、消费者价值以及聪明的解决方案。通过创新使用经济的材料，降低生产、分销

58、及零售的成本，我们的顾客能够从低价中受益。7 宜家的产品系列丰富，足以吸引每个人，而且能够实现家中需要实现的所有功能。我们的产品现代却不时髦，因此对于日常使用来说是非常实用的。logotext a translation 返回宜家的公司目标宜家的公司目标 8 宜家是家居用品专家。宜家的产品既实用又美观，能够使人们通过以实用的方式解决日常问题来改善家庭生活。9 低价格除非能够代表物超所值，否则并不能吸引人。这也是宜家能够表现出众的地方。宜家致力于保持与供应商的良好关系，因此我们可以购买到质量好的原材料以及节约生产成本的设计，并大量采购以降低成本。我们的家具都采取扁平包装，这样可以降低运输和组装成

59、本。功能功能10 宜家的产品设计以功能为基础。宜家设计意味着漂亮、实用、使用简单的产品。它们没有不必要的设计，能够为家居用品的专门需求提供真正的解决方案，而且用最符合使用目的原材料制造。适合的质量适合的质量11 产品的质量必须适合其使用目的。例如，书架如果有一种便宜的材料可以很好的实现背板的功能，就不需要用昂贵的背板，只要这个书架是用于它所设计的用途的。宜家产品都经历了严格的测试以保证达到国家和国际安全标准。logotext a translation 返回宜家的公司目标宜家的公司目标 方便购买方便购买12 宜家商店提供“一站式购物”，大多数产品都可以直接提货。宜家提供你所需要的服务，但是做决

60、定的都是顾客自己。这意味通过恰当地展示产品，准确地描述产品，提供简单地退货政策，我们让选择恰当的产品变得容易。一次全家出游一次全家出游13 宜家的目标是通过针对顾客需求进行计划从而关照我们的顾客。我们不仅提供灵感和想法，还鼓励人们去触摸、感觉和使用展示的产品，以便让顾客了解这些产品是够适合他们自己的家。我们总有新产品上市，还有季节主题、儿童乐园、特殊活动、以及物超所值的家庭式饭店。瑞典风格的宜家瑞典风格的宜家14 宜家的关键理念的根源都在于宜家的瑞典起源。瑞典家具轻便、舒适、简洁。这种柔和、宜人的瑞典风格已经成为简单、实用、不拘一格的典范而世界闻名。logotext a comprehensi