BEC剑桥商务英语资料：Unit 16-17

1、Unit 16CompetitionComparison of adjectives1. ListeningThe Sales Manager of Brotherton Plc is talking about the companys main competitors. As you listen, complete the table below. Rank in order1-4.Listening taskLets look at the competition. Now, our main competitor-Benton-entered the market in 1982-t

2、en years later than us. But since then they have grown more rapidly and are now the biggest in terms of market share. Why? Mainly because of their product development. Their products are better, sold at lower prices and presented more attractively. At the moment their main weakness is that they have

3、 the lowest profitability.Now, our second major competitor is Zecron, they entered the market at the same time as us. They have a lower market share than us and their products are sold at slightly higher prices. However, their annual return shows greater profitability and much heavier investment in

4、plant and machinery over the last two years. So they are in a good position to overtake us soon.The last competitor is Mansell. They have been in the market slightly longer than us and Zecron. They have a much smaller market share, but their products are sold at the top end of the market at much hig

5、her prices. As a result they achieve the best profitability of the four companies with much lower turnover.So, what can we say about our own position? Well, our products are medium-price but less attractive than Bentons. were getting a problem with reliability. Certainly Bentons range has a reputati

6、on for being much more reliable. Our market share is higher than Zecron and Mansell, but they are more profitable than us. So, we must become more competitive during the next two years if we are to hold on tour market share and increase profitability.2. PresentationIn this extract you heard a variet

7、y of comparative and superlative forms of adjectives.2.1 Forming comparative and superlative adjectives2.1.1 Adjectives with one syllablelong-longer-the longestbig-bigger-the biggestlow-lower-the lowesthigh-higher-the highestlate-later-the latest2.1.2 Two-syllable adjectives ending in yheavy-heavier

8、-the heaviestearly-earlier-the earliest2.1.3 Adjectives with two or more syllablesreliable-more reliable-the most reliableexpensive-more expensive-the most expensiveprofitable-more profitable-the most profitable2.2 Modifying comparative adjectivesWe can also modify the strength of the comparative ad

9、jective.# If we want to make it stronger, we can use much. e.g. a much smaller market sharemuch more reliable# If we want to make it weaker, we can use slightly.e.g. slightly higher pricesslightly longer3. Controlled practiceUse the table in the Listening section and the language in the Presentation

10、 section to complete these sentences.Mansell have been in the market_ _.Brotherton entered the market _ than Benton.Benton entered the market ten years _ than Brotherton.Benton have _ _ market share.Mansell have a much _ market share than Brotherton.Bentons products are sold at _ _ prices.Mansells p

11、roducts are sold at _ _ prices than Brothertons.Zecrons products are _ _ _ than Brothertons.Mansell is _ _ profitable company.Brotherton is _ _ than Benton.课文注释及词汇讲解：* in terms of 在方面e.g. Benton Co. is the biggest in terms of market share.本顿公司的市场份额最大。In terms of the numbers in employment hotel indus

12、try is the largest in this city.就雇用人数来说，旅馆业是这座城市最大的产业。* present 呈现，介绍，引见，提交注意：得音在第二个音节上。Present 还可用做名词，此时是“礼物”的意思，重音在第一个音节上。e.g. Their products are presented more attractively.他们的产品在外观上更吸引人。We shall present a complete report to the board of directors.我们将向董事会提交一份完整的报告。* weakness 弱点e.g. At the moment

13、their main weakness is that they have the lowest profitability.当前他们最主要的弱点是利润率最低。* major 主要的e.g. major competitors 主要的竞争对手major problems 主要的问题* enter the market 进入市场e.g. They lowered their prices in order to enter the competitive market.为进入竞争激烈的市场。他们降低了价格。* return 报告e.g. Their annual return shows gre

14、ater profitability and much heavier investment in plant and machinery over the last two years.年度报告表明，在过去两年中他们的利润率有的提高，在厂房和机器方面的投资大有增加。* position 位置in a position to do sth. 能够做某事e.g. Now we are in a good position to defeat our competitors.现在我们完全有能力击败竞争对手。* overtake 超过e.g. ABC Co. is in a good positio

15、n to overtake us in terms of profitability.从利润率方面来说，ABC公司很有能力超过我们。* at the top end of the market 面向高收入顾客的市场market 可分为up-market由收入较高的顾客构成的市场，这些顾客一般不在乎价钱，而注重产品的质量、品牌和形象和down-market廉价商品市场。Top end of the market 是指up-market，这种市场虽然销售量不一定大，利润率却非常高。* reliability 可靠性本文中指产品质量reliable （质量）可靠的e.g. Our products

16、enjoy good reputation for their reliability.我们的产品以质量可靠而闻名。* get a problem with 在方面出问题。e.g. We are getting a problem with reliability.我们在产品质量的可靠性方面出了问题。Weve got a problem delivery.我们在交货方面有问题。* hold on to 保持住e.g. hold on to our market share 保持住我们的市场份额* share capital 股本指股东的资本* premises 厂房注意：要用复数形式* age

17、 in market 市场年龄即进入市场的时间长短听力译文：我们来看一下竞争的情况吧。我们主要原因竞争对手本顿公司于1982年进入市场，比我们晚10年。但他们增长得我们快，现在已占有了最大的市场份额。为什么呢？主要是由于他们的产品开发。他们的产品质量更高、价格更低而且外观更吸引人。目前，他们最大的弱点是利润率最低。现在，再来看一下第二个主要竞争对手泽克伦公司。他们与我们同时进入市场。他们的市场份额比我们小，产品价格也略高一点。但他们的年度报告表明，在过去两年中他们的利润率较高而且在厂房和机器设备上的投资更多。因此他们完全有能力很快超过我们。最后一位竞争对手是曼塞尔公司，他们进入市场的时间比我们

18、公司和泽克伦公司要长一些。他们的市场份额要小得多，但产品主要卖给高收入阶层的客户，价格也高得多。因此，在四个公司中，他们销售额最低，但利润率最高。那么，我们自己处在什么样的位置呢？嗯，我们的产品价格适中，但不如本顿公司的产品有吸引力。我们的产品可靠性方面也开始出现问题了。当然，本顿公司的产品系列以质量更可靠而闻名。我们的市场份额比泽克伦公司和曼塞尔公司都有大。但他们的利润率比我们高。因此，今后两年里我们如果想保持住市场份额并提高利润率，就必须提高竞争力。Exercises-A将下列句子换个说法。第一句已做出。Axon has slightly more employees than Bente

19、l Bentel has slightly fewer employees than Axon.Tom has far more customers than Harry. Harry _My company has slightly fewer trainess than yours. Your company _The secretaries here do far more work than the boss. The boss _I get far less satisfaction from administration than from research. I _Exercis

20、es-B请用以下形容词的正确形式填空。low, bad, noisy, heavy, fair, light, large, hot, nice, good, busyOur new model is popular because it only weighs 7 kilos. At 8.5 kilos, our old model was _.Weve already re-designed our products. The colour was a little too dark. Now its _.The weather in the Tropics is comfortable

21、at the moment, but it will soon get _up to 45.The way we appoint people to jobs is very unfair. We need a _system.Because of new production methods, our production costs are _. This means we can keep our prices the same, even with inflation.I dont like the new computer printer. Its _ than the old on

22、e. Nobody can hear a word while it is printing.We havent had much work to do recently. However, we have had one or two orders in the past week and are starting to become _.I dont like our new boss at all! Our previous boss was _.Were extending our showroom by 6 square metres. This will give us a _ s

23、pace.Our results arent good this year. But Im full of confidence. I expect our results next year to be _!(Response to 10) Do you think so? Im afraid they may be _!Exercises-C根据以下图表提供的信息，用所给形容词的最高级完成下列句子。successful, large, fast, profitable, high, efficient, small请见附图These three companies make the sam

24、e products. Ozal has (1) market share, but it is not (2) profitable company. Nafco, which has the (3) workforce and only 30 percent of the market share, had (4) profits last year. If we look at the profits and the number of employees, Nafco seems rate, and it could be (7) company in the future.Trans

25、lation我们厂有三个主要竞争对手，他们生产的机床占了70%的市场份额。其中红都厂牌子最老，利润率最高。他们的产品精密耐用，因而以很高的价格占据了高档品市场。沃顿厂生产的机床价格低廉，占的市场份额最大，虽然利润率不如我们高。沃特厂生产大型机床，投资很大，市场稳定，但利润率很低。三家机床厂积压有优势又积压有弱点。我们今后若想有竞争力，道德要保证质量的可靠性以保持住市场份额，然后再提高利润。Key to Exercises-A2. Harry has far less customers than Tom.3. Your company has slightly more trainees th

26、an ours.4. The boss does far less work than the secretaries here.5. I get far more satisfaction from research than from administration.Key to Exercises-BheavierlighterhotterfairerlowernoisierbusiernicerlargerbetterworseKey to Exercises-Cthe largestthe mostsmallestthe highestthe most deeicientthe fas

27、testthe most successfulKey to TranslationWe mainly have three competitors, whose lathes take 70% of the market share. Among them Hongdu has the longest history and highest profitability. The precision and endurance of their products have enabled them to sell at the top end of the market at much high

28、er prices. Voton, with their low prices, have seized the lions share, though their profitability is lower than ours. As a producer of large lathes, Walt have invested heavily and maintained their market share, but their profitability ranks the lowest.All the three lathe producers have their own stre

29、ngths and weaknesses. If we are going to be competitive, we have to guarantee reliability to hold on to the market share, and then increase profitability.Unit 17Project timingPrepositions of time1. ListeningListen to the telephone conversation about the timing of a construction project. As you liste

30、n, complete the key for the project planner below.Listening taskA: Im phoning about the timing for the Vienna project.B: Right, weve got a starting date for that havent we?A: Yes, we begin a pilot study on 5 November.B: Right, how long is that expected to last?A: We should finish the study in three

31、weeks.B: Good, then whats the next stage?A: Well, weve got a meeting with the contractor scheduled for 1 December. If everything goes according to plan, well sign the contract then. And work can commence at the beginning of January.B: So whats the first stage?A: Well, excavation will begin in Januar

32、y and is due to finish by the middle of February. Now, after that we could have a problem.B: Whats that?A: You remember weve sub-contracted the German firm to do the foundations. They promised to start in the middle of February. They are now saying they cant.B: Right, Ill get on to them. When are th

33、ey due to finish the foundations?A: In the contract, it says by 28 February.B: I see, and then?A: Construction work should begin on 5 March. Were on a pretty tight schedule. All the work has to be done in March and April.B: OK. I see the problem. Ill phone you back in the afternoon at about three. B

34、ye.A: Goodbye.2. PresentationNotice how the following prepositions are used to refer to time:Notice also these expressions which are used when talking about timing:is due to The project is expected to start onis scheduled to3. Controlled practiceComplete these sentences with an appropriate prepositi

35、on of time.The work is due to begin _ the end of April.We are hoping to meet the engineer _ the weekend.We expect to sign the contract sometime _ June.We arrived _ time to see them leave.They are scheduled to finish _ the middle of July.I arranged to meet him _ 15.30 _ Tuesday.The plane took off pre

36、cisely _ time.We are busiest _ spring.The contract must be finalised _ the end of the month, at the latest.He phoned me _ one oclock _ night.课文注释及讲解：* time 安排时间e.g. Im phoning about the timing for the Vienna project.我打电话号码是为维也纳项目的时间安排问题。The promotion campaign is not well timed, for the product is al

37、ready off season.促销活动开展得不是时候，因为产品已经过季了。* schedule 安排时间e.g. Weve got a meeting with the contractor scheduled for 1st December.我们与承包商定于12月1日会面注意：schedule后面接表示时间的词时要用介词forWe are scheduled to meet our MD on Wednesday.我们安排在星期三见总裁。schedule 日程安排，时间表e.g. on a tight schedule 日程紧have a full schedule 日程排得很满lay

38、 out/plan/make a schedule 排出日程* according to 按照e.g. If everything goes according to plan, well sign the contract then.如果一切按计划进行，那么届时我们将签合同。Buyers and sellers have to act according to the terms and conditions in their contract.买方和卖方必须按合同条款履约。* commence 开始，着手commence 比begin更正式e.g. He commenced his bus

39、iness yesterday.昨天，他开张营业了。Work can commence at the beginning of January.可以 在1月初开始工作。* excavation 挖土，挖掘* do the foundations 打地基也可以说 lay the foundations* finalise 完成e.g. The contract must be finalised by the end of the month, at the latest.这个合同最迟必须在本月末完成。* 一个项目计划Project plan大致包括以下内容：初期调研，预先调研Prelimina

40、ry study协商合同Contract negotiation可行性研究Feasibility study培训Training安装Installation施工日期Implementation date听力译文：A：我打电话是为维也纳工程的时间安排问题。B：噢，我们已经定了开始的日期，对吧？A：对，我们将在11月5日开始试验研究。B：对，那将持续多长时间？A：我们将在三周内完成研究。B：好。下一步是什么？A：我们定于12月1日与承包商会面。如果一切按计划进行，我们届时将签合同，并且可以于1月初动工。B：那第一步是什么？A：嗯，将在1月份开始破土，定于2月中旬结束。然后，我们会遇到一个问题。B：

41、什么问题？A：您记得吗？我们曾将地基分包给一家德国公司。他们曾经答应在2月中旬开工。他们现在说办不到了。B：知道了。我会和他们联系。他们应该什么时候打完地基？A：合同里规定2月28日。B：明白了，然后呢？A：建筑工程将在3月5日开始。我们的时间安排得很紧。所有的工作必须在3月和4月两个月完成。B：好。我知道问题所在了。我下午3点钟左右给您回电话。再见。A：再见。Exercises-A在必要的地方加上适当的介词完成下列句子。注意：有的地方不用介词Ill meet you (tomorrow/6 p.m.).Well see you (weekend0 or (Monday).Shell talk

42、 to them (tonight).The house was built (the 18th century).The next world conference is (1998).He rang me (last night/midnight).Well visit the family (Christmas).Lets meet (tomorrow/9 oclock).Sorry, shes not available (the moment), but shell be back (2 oclock).Exercises-B用by, at, until, in, on, for完成

43、下列句子。Do you know when youll be back? Will you be back _ Friday?Yes, I should be back _ two oclock _ Friday afternoon.Will you be away _ two days?Yes, Ill be back _ two days time.Are you away _ the weekend?Yes, Im away _ next Monday?I hope to be back in the office _ 3 p.m.Ill be in the office _ anoth

44、er two hours.Exercises-C请用括号里词或短语翻译下列句子。我打电话是想问一下EA工程的时间安排问题。(time)该项目的开工日期已经定了。(starting date)我们定于4月5日开始初期调研。(pilot study)我们和供货商的约会定于5月1日。(schedule)如果一切按计划进行，届时我们将订货。(according to)他们定于什么时候完工？(due to)合同上写着8月6日之前。(by)我们的日程很紧。(schedule, tight)Translation我们是一家电视机制造厂。为扩大市场份额，我们厂决定安装新的生产线。最初打算和日本的厂商签合同，但

45、日本的几家厂商报价很高。韩国的公司报价较低，但性能达不到要求。我们最后以较低价和法国厂商签了合同，并将某些零部件的生产分包给一家韩国公司。新厂房2月8日破土，4月份完成地基。建厂房用了一年时间。由于技术发展的速度很快，新的生产线投入使用后不久就发现已过时，因而我们的市场份额并未因此而扩大。Key to Exercises-AIll meet you tomorrow at 6 p.m.Well see you at the weekend or on Monday.Shell talk to them tonight.The house was built in the 18th centur