新编实用英语综合教程3 Unit 2 Company Profiles

1、高等教育出版社高等教育出版社 高等教育电子音像出版社高等教育电子音像出版社1. Introduce a certain company (background, business scope, etc.)2. Talk about a companys business3. Describe an organization4. Describe a company1. Developing your company image2. The profiles of Mary Kay and her companySection Section Section Section Follow the

2、 SamplesIntroductionAct OutBusiness CommunicationPut in UseA companys profile is often used to introduce a company by giving a brief account of its history and its scope of business. Now lets read the following sample.IntroductionBack Mr. Li: Could you tell me a little about your companys background

3、?Mr. Walter: Sure! Weve been in business for about fifteen years. Were based in Shenzhen, and have seven branch offices around China. Mr. Li: When did you experience most of your growth?Mr. Walter: Mostly throughout the 1990s we expanded rapidly. Mr. Li: Whats the line of business you are engaged in

4、?Mr. Walter: Were a custom developer of application software. If theres a function in a package that needs to be built, we can fulfill that need.Follow the Samples1 Companys BackgroundBack2 We Deal in. Mr. Lee: What do you mainly deal in?Miss Lin: We mainly deal in import and export trade but we als

5、o do international transportation. Mr. Lee: Oh, I see. May I ask about your capital?Miss Lin: Yes. Our registered capital is RMB 30 million yuan. We were listed on the Shanghai Stock Exchange a year ago, and presently we have a market capitalization of 60 million yuan. Last year our net profit was 1

6、0 million yuan. Mr. Lee: Thats very impressive. Thank you for your information.Miss Lin: We look forward to your positive news.Act OutHere is a group of short dialogues. Follow the examples and make more conversations with your partner.BackPut in Use1 Imagine you are visiting a company and inquiring

7、 about its background. Complete the conversation by filling in the blanks. You: When was your company 1 _?Office Worker: It was founded in 1995. You: How many 2 _ do you have?Office Worker: We have over 2 000 employees. You: What are your main 3 _?Office Worker: We manufacture printing and copying m

8、achines. You: Whats your 4 _?Office Worker: The annual output is about 150 000 units. You: Are you 5 _ any new products?Office Worker: Yes, were developing a new type of videophones. You: How about your 6 _ department?Office Worker: We have five laboratories with a full-time staff of 20 engineers.fo

9、undedemployeesproductsannual production/outputdevelopingR & D2 Imagine you are a secretary in a company, and your job is to receive visitors to the company. Complete the following dialogue by translating the Chinese into English.Visitor: What business does your company mainly engage in? You: 1 _

10、. (我们一直从事汽车进口业务。)Visitor: How many branch offices do you have? You: 2 _. (在中国有3家。)Visitor: Where is your head office? You: 3 _. (在多伦多。)Visitor: What were the sales last year? You: 4 _. (大约1.8亿元。)Visitor: Whats your market share? You: 5 _. (大约10%。)Its about 10%We have been dealing in importing automo

11、bilesWe have three branches in ChinaIts in TorontoThey were about 180 million yuanBackBusiness CommunicationOral Translation3 Suppose you are working for Action Appliances. Today some of your foreign partners have come to visit your company. You are required to introduce your company to them briefly

12、. You are given some information in Chinese. Read it carefully and get ready to translate it orally. Action Appliances Action Appliances已有已有1515年生产一流家电产品的历史。我们的电器专年生产一流家电产品的历史。我们的电器专门为要求高效率但空间有限的家庭用户设计。公司最早在台北以经营电饭门为要求高效率但空间有限的家庭用户设计。公司最早在台北以经营电饭锅起家。由于客户反映良好，我们提升了研发部门，扩大了生产线，公司锅起家。由于客户反映良好，我们提升了研发部门

13、，扩大了生产线，公司业务得到了快速发展。目前业务得到了快速发展。目前, ,台湾仍是我们的主要市场。实际上，你会发台湾仍是我们的主要市场。实际上，你会发现台北地区至少每现台北地区至少每3 3户人家中就有户人家中就有1 1户在用户在用Action AppliancesAction Appliances的产品。的产品。Key: Action Appliances has been manufacturing top quality electrical appliances for 15 years, geared towards households in need of high-efficie

14、ncy within limited space. We began our business by selling rice cookers in Taipei. To keep up with good customer responses, we improved our R & D department and enlarged our production lines, and the company expanded rapidly. Today, Taiwan is still our main market. As a matter of fact, you could

15、 find at least one Action appliance in one out of three households in Taipei alone.BackListen and DecideListen and CompleteListen and ReadListen and TranslateListen and Complete1 Listen to a dialogue and complete the following paragraph. The company was founded in 1 _, and now it is a 2 _ company. T

16、he head office is located in 3 _, and its branches are in 4 _ and 5 _. The companys leading product is 6 _, and the new product being developed is 7 _. Fifty-two people are working as 8 _ agents. The companys annual output is over 9 _ units, and its annual sales are about 10 _.1982stockShanghaiHong

17、KongTokyomobile telephones digital camerassales200 000$80 000 000Ms. Lin: Would you please tell me something about your company?Mr. Lee: Yes. It was founded in 1982. Three years ago it was transformed into a stock company.Ms. Lin: Wheres your headquarters?Mr. Lee: Our headquarters is located in Shan

18、ghai.Ms. Lin: Do you have any branches?Mr. Lee: We have one branch in Hong Kong, and another one in Tokyo, Japan.Ms. Lin: Whats your companys main products?Mr. Lee: Our leading line is mobile telephones.Ms. Lin: Are you developing any new products?Mr. Lee: Yes, were developing digital cameras.Ms. Li

19、n: How many people do you have working in sales?Mr. Lee: We have a total of fifty-two sales agents.Ms. Lin: What is your annual production?Mr. Lee: We produce more than 200 000 units every year.Ms. Lin: Whats the total volume of your annual sales?Mr. Lee: Its about $80 000 000.Back1) This is a _ com

20、pany. a. private b. family-run c. state-owned d. stock2) The headquarters of the company is in _. a. China b. Japan c. Britain d. the US3) The company has _ branches. a. 2 b. 3 c. 4 d. 54) The company mainly produces _. a. machines b. clothes c. telephones d. trucks5) The number of salespeople worki

21、ng for the company is about _. a. 30 b. 50 c. 70 d. 100Listen and Decide2 Now listen to the dialogue again and do the multiple choice exercises below.Ms. Lin: Would you please tell me something about your company?Mr. Lee: Yes. It was founded in 1982. Three years ago it was transformed into a stock c

22、ompany.Ms. Lin: Wheres your headquarters?Mr. Lee: Our headquarters is located in Shanghai.Ms. Lin: Do you have any branches?Mr. Lee: We have one branch in Hong Kong, and another one in Tokyo, Japan.Ms. Lin: Whats your companys main products?Mr. Lee: Our leading line is mobile telephones.Ms. Lin: Are

23、 you developing any new products?Mr. Lee: Yes, were developing digital cameras.Ms. Lin: How many people do you have working in sales?Mr. Lee: We have a total of fifty-two sales agents.Ms. Lin: What is your annual production?Mr. Lee: We produce more than 200 000 units every year.Ms. Lin: Whats the to

24、tal volume of your annual sales?Mr. Lee: Its about $80 000 000.BackListen and Read3 Listen to a brief introduction to a company and complete the profile according to the information you get.Column Bthe 21st centuryTokyo, JapanPresident and CEOJune 17, 1937135.3 billion yen21 671SoftwareCommunication

25、s SystemsBackLadies and gentlemen, welcome to IBM Japan. IBM Japan was founded on June 17, 1937, with its headquarters in Tokyo. The company has a capital of 135.3 billion Japanese yen and employs a staff of 21 671 people. IBM Japan offers the following services to fulfill the needs of customers: in

26、formation processing systems, software and communications systems. Under the guidance of the president and CEO, Mr. Takuma Otoshi, the company seeks to be the driving force for a new creativity in the 21st century.BackListen and Translate4 You are going to listen to a short passage and you should tr

27、y to translate what you hear into Chinese orally.Key: 金星集团下辖26个公司，主要从事化学、电子和服务产业。过去5年中，公司的年增长率平均达到了24%，2008年销售额创下了120亿美元的记录。目前，金星集团的产品和服务既包括高工程塑料、家电光纤通信系统又涵盖建筑、金融和贸易。金星集团旨在为国内外客户创造更美好的生活质量。Back Goldstar is a group of 26 companies mainly working in chemistry, electronics and services. For each of the

28、 last five years, its annual growth rate has averaged 24%, with sales reaching the US $12 billion mark in 2008. Today, Goldstar products and services range from engineering plastics, household appliances and fiber-optic communication systems to construction, finance and trade. Goldstar aims to creat

29、e a better quality of life for customers both at home and abroad.BackRead and SimulateSimulate and Create Write Through Correcting MistakesRead and CompleteRead and TranslateWrite Through TranslationWrite Through Describing a PictureRead and Simulate1 Read the following sample carefully and try to f

30、ind useful expressions to write a companys profile.BackRead and Complete2 Complete the following sentences by filling in the blanks, based on the above companys profile.The name of the company is _.2) The company is based in _.3) The company has sales offices and show rooms in _ American cities.4) T

31、he companys annual sales are growing at the rate of _.5) The company is best known for its quality and _.servicesSpring Inc.New Yorkfour/4150%BackSimulate and Create3 Complete the English version of the following profile by filling in the blanks based on the information given in Chinese. The company

32、 1 _ in 1992. We 2 _ manufacturing electronic devices and remote control apparatus. We had 3 _ of about US $70 million last year, and our business 4 _. We have 5 _ in Asia, North America, and Europe, 6 _ about 1000 employees, and they are working diligently to 7 _ of our customers. In order to 8 _ o

33、ur overseas markets, we needmore agents to 9 _ the promotion of our products.I hope you will consider 10 _ with us.was establishedspecialize inannual salesis growing steadily branches withserve the needsfurther developdeal withdoing businessBackKey: The company was founded in 1990. We specialize in

34、importing foreign-made products. We have our headquarters in Shanghai and six branches with more than 1 000 employees. The company had annual sales of US $160 million in 2010 and our business is growing rapidly.Read and Translate4 Translate the following product prospectus into English.本公司创立于本公司创立于1

35、9901990年。我们专门进口国外产品。我们总部设在上海，共有年。我们专门进口国外产品。我们总部设在上海，共有6 6家家分公司，员工超过分公司，员工超过1 0001 000人。公司人。公司20102010年营业额为年营业额为1.61.6亿美元。我们的业务正亿美元。我们的业务正在快速增长。在快速增长。Back Description of an Organization In describing a company or an institution, usually we first give its name, location, date of establishment, scope

36、of business and then we move on to describe its sections and departments. Back5 Correct the mistakes in the passage.Write Through Correcting MistakesKey: Modern Language College was opened in 1983 and is now the largest private language school in the country. It is the most active private language s

37、chool and runs a wide variety of courses. The college has branches in many provincial capitals. All schools are air-conditioned, and the classrooms are clean and bright. Each room has a whiteboard, desks and chairs and a cassette recorder. We offer courses for both adults and children. We focus on c

38、onversation courses, although we also offer more specialized courses. We provide our students with all useful materials. There are courses in major software packages, popular programming languages, and other areas such as webpage design and use of the Internet. We have a large team of administrative

39、 staff supporting our operations. These include: Student Counselors, who are usually the first point of contact between a student and the school; Branch Managers, who oversee the general operations of an individual branch; and Head Teachers, who are usually experienced, well-qualified native speaker

40、s.BackKey: The Public Works Department provides a wide variety of services for the residents of the city. It builds and maintains such systems as are necessary for our daily lives. It provides maintenance of streets, sidewalks, sewage drains, and traffic signs. The department is in charge of the wat

41、erworks that deliver twenty thousand tons of drinking water each day to residents and the wastewater treatment plant that collects and treats industrial and residential wastewater. The Public Works Department consists of four divisions: street maintenance, water supply, wastewater, and engineering.W

42、rite Through Translation6 Translate the following passage into English. 市政工程处市政工程处 (the Public Works Department) (the Public Works Department) 为本市居民为本市居民 (resident) (resident) 提供各提供各种服务，负责建造和维护我们日常生活必需的各种设施系统。它负责街道、人行道、种服务，负责建造和维护我们日常生活必需的各种设施系统。它负责街道、人行道、下水道和交通标志的维护。下水道和交通标志的维护。 市政工程处负责管理每天为居民输送市政工

43、程处负责管理每天为居民输送2 2万吨饮用水的自来水厂与收集和处理工业万吨饮用水的自来水厂与收集和处理工业及生活废水的废水处理厂。及生活废水的废水处理厂。 市政工程处由道路维护科、供水科、废水科和工程科等市政工程处由道路维护科、供水科、废水科和工程科等4 4个科个科 (division) (division) 组成。组成。BackWrite Through Describing a Picture7 Describe a company, using the information given in the Chinese chart with the help of the words or

44、phrases supplied for reference.Key: The company consists of the headquarters, two branches, a research centre, and three manufacturing plants. The headquarters is located in Beijing. The two branches are in Guangzhou and Wuhan. There is a research centre where about 40 scientists are developing new

45、products. We also have three manufacturing plants controlled by computer systems, with 3 000 workers in all.BackRead and CompleteRead and TranslateRead and SimulateRead and JudgeRead and TranslateRead and CompleteRead and ThinkWalmart Walmart Stores, Inc., branded as Walmart since 2008 and Walmart b

46、efore then, is an American public multinational corporation that runs chains of large discount department stores and warehouse stores. The company is the worlds 18th largest public corporation, according to the Forbes Global 2000 list. The company was founded by Sam Walton in 1962 and publicly trade

47、d on the New York Stock Exchange in 1972. It is headquartered in Bentonville, Arkansas. Walmart is also the largest grocery retailer in the United States. Walmart has 8 500 stores in 15countries, under 55 different names.Ben & Jerrys Ben & Jerrys is an American ice cream company, a division

48、of the British-Dutch Unilever conglomerate, that manufactures ice cream, frozen yogurt, sorbet, and ice cream novelty products, manufactured by Ben & Jerrys Homemade Holdings, Inc., headquartered in Vermont, the United States, with the main factory in Waterbury. It is best known as an ice cream

49、brand, founded in 1978 in Vermont.BackNike Nike, Inc. is a major publicly traded sportswear and equipment supplier based in the United States. It is the worlds leading supplier of athletic shoes and apparel and a major manufacturer of sports equipment with revenues in excess of US $18.6 billion in i

50、ts fiscal year 2008. As of 2008, it employed more than 30 000 people worldwide. The company was founded in 1963 asBlue Ribbon Sports by Bill Bowerman and Phil Knight, and officially became Nike, Inc. 1972. The company takes its name from Nike, the Greek goddess of victory. Nike sponsors many high pr

51、ofile athletes and sports teams around the world, with the highly recognized trademarks of “Just do it” and the Swoosh logo. What visions, feelings and thoughts come to mind when you think of Walmart, Ben & Jerrys Ice Cream or Nike? The mention of each company name probably called to mind some t

52、ype of thought, feeling or vision, whereas Sallys Imports (a store you are probably not familiar with) does not. Thats because each of the first three companies has created a distinguishable company image. A company image is the combination of the thoughts, feelings, beliefs, opinions and visions pe

53、ople have about you, your products and services, or your company. Note, it is what others think and feel about your business, not what you think or what your sales literature and sales staff say. Your image might precede your actual contact with a prospect but it will certainly follow all customer c

54、ontact and set the stage for future interactions. Consequently, even the smallest of companies should be aware of the company image and do whatever is appropriate to promote its image. Your company image is both a simple and complex concept. Its simple because successful companies create images that

55、 are easily described and recognized by their target audience. Its complex because it takes many elements working together to create an image. Some of the elements that create an image are advertising, marketing communications, publicity, store locations, prices and product positioning. Your company

56、 image is also your identity in the marketplace. Your identity is not exclusive to you. A competitor may have the same image as you. Your company image, however, may differentiate you from your competitors. For example, think about two grocery store chains that operate in your region: they may both

57、offer quality products atreasonable prices. However, one chain might not be as clean or brightly lit as another. Its employees might not be as helpful and friendly. You may choose the clean, brightly lit, friendly store because of those image attributes alone. Interestingly, your company has an imag

58、e even if you do not undertake any activities to try to build one. If youre successful, you have customers. And, your customers have thoughts, feelings, beliefs and opinions about you and your products and services. Even if you do not advertise, distribute flyers, pass out brochures or issue press r

59、eleases, it might surprise you that the following items will quietly, yet actively, create a company image. Your company logo. Does it evoke the desired thoughts and feelings in your target audience? Your website. Is it zany and full of wild colours or conservative and designed with muted colours? P

60、roduct packaging. Do products from the same line look like they came from the same company? The look of your business cards, letterheads and invoices. A look is created with colour, paper quality and type style. How your store looks, even how it smells. Your window displays are essentially advertisements for people passi