BEC剑桥商务英语资料：Unit 19-20

1、Unit 19Market researchQuestion formation1. ListeningA market researcher asks a consumer questions. Listen and fill in the questionnaire.Quest Market ResearchConsumer SurveyName _Address _Telephone _Accommodation Own home ( ) Rent ( ) Hotel ( ) Other ( )Number in home ( )Place of work: Husband iCourt

2、aulds /iWife _Place of study: Child 1 iIndependent Boys School/iChild 2 _Holidays per yearLocation _iabroad/iiautumn/i_Money spent on last summer holiday _Location of last holiday _Listening TaskA: Right. Id just like to check some details first. Its Mr. and Mrs. J.Reynolds. isnt it?B: Yes.A: The ad

3、dress is 21 Pine Avenue?B: Yes.A: Your telephone number is 56822, is that right?B: No, its 56882.A: Thanks. Now I hope you dont mind if I ask you some personal questions?B: No, go ahead.A: First, do you own this house?B: Yes, we do.A: How many people live in it?B: Well theres myself, my husband and

4、two sons.A: So four of you. Where does your husband work?B: He works at Courtaulds.A: And do you work outside of the home?B: No, Im a freelance book designer. I work at home.A: Right, your sons are at school then?B: Yes, thats right.A: Do they go to the local school?B: No, they both go into town to

5、the Independent Boys School.A: Now, both you and your husband have a car?B: Yes, we do.A: Roughly how many miles do you do a year?B: Well, about 5000.A: Your husbands car is on the firm, is that right?B: Yes.A: How many holidays a year do you take?B: Normally two.A: In this country or abroad?B: Usua

6、lly a summer holiday abroad and a week somewhere in Britain in the autumn.A: Somewhere by the sea?B: No, we normally go to Scotland walking.A: Right, just a couple more questions; then Im finished. Do you mind telling me how much you normally spend on your summer holiday?B: Well, I suppose about 200

7、0.A: And this year you plan to go abroad?B: Yes, Greece actually.A: Well, thank you very much, Mrs. Reynods. Youve been very helpful.B: Youre welcome.2. PresentationThe market researcher used two different types of question:# Direct questions# Statement questionsNow look at the formation of these qu

8、estions.2.1 Direct questions2.1.1 Wh-questions请见附图19-12.1.2 Yes/No questions请见附图19-22.2 Statement questionsThese are often used for checking information:Its Mr. and Mrs. J.Reynolds, isnt it?The address is 21 Pine Avenue? (rising intonation)Your telephone number is 56822, is that right?3. Controlled

9、practice You are doing a market research survey. You are interviewing a man called Mr. P. Thomson. Ask question as follows:1. Check that his name is P. Thomson._ ?2. Check that his address is 45 Main Street._ ?3. Check that he owns his house._ ?4. Ask where he works._ ?5. Ask if he has worked there

10、for long._ ?6. Ask how he travels to work._ ?7. Ask if he has any children._ ?8. Ask how old they are._ ?9. Ask if they are at school._ ?10. Ask what they do in the evenings._ ?11. Ask how often he goes to the cinema._ ?12. Ask if the ever goes to restaurants._ ?13. Ask when he goes to bed._ ?课文注释及词

11、汇讲解* mind 介意e.g. I hope you dont mind if I ask you some personal question.希望你不要介意我问你一些私人问题。向西方人询问收入、年龄、婚姻、子女等到问题时必须小心，因为西方人很尊重个人隐私。即使在调查情况时也要注意语言的使用。这个例句还可以替换为：Would you mind answering some of my questions?你愿意回答我的几个问题吗？* Go ahead! 问吧。说吧。注：在口语中，用于允许或鼓励对方说话* freelance 持自由职业的e.g. Im a freelance book de

12、signer.我是搞图书设计的自由职业者。I work freelance.我是个自由职业者。* Roughly how many miles do you do a year?你们一年大约开多少英里？第一个do为助动词；后一个do为行为动词，含义为“行驶”。e.g. He did 21 miles a day on foot.他一天走了20英里。* Your husbands car is on the firm, is that right?你丈夫的车是公司的，对吗？这里on表示属于。e.g. Are you on the sales team?你是销售级成员吗？* take holida

13、ys 度假e.g. We take our summer holiday somewhere by the sea.夏天我们在海边某处度假。* helpful 有帮助的e.g. The new machine is very helpful to quality control.新机器有助于控制质量。听力译文：A：好。首先，我想核实一下某些细节问题。是雷诺兹夫妇，对吗？B：对。A：地址是派因大道21号？B：对。A：电话号码为56822，对吗？B：不，是56882。A：谢谢。现在，希望你不会介意我问一些私人问题。B：我不介意，您问吧。A：首先，这座房子归你们所有吗？B：是的，归我们所有。A：住着

14、几口人？B：我、我先生和两个儿子。A：那么，共四个人。您丈夫在哪儿工作？B：他在考陶尔兹公司工作。A：您在外面工作吗？B：不，我是个搞图书设计的自由职业者。我在家工作。A：噢，那么您的儿子上学吗？B：上。A：他们在本地学校上学吗？B：不，他们俩都在城里的独立男子学校。A：您和您丈夫都有车吧？B：对。A：你们一年大约开多少英里？B：嗯，大约5000英里。A：您丈夫的车是公司的，对吗？B：对。A：你们一年度几次假？B：通常两次。A：在国内还是到国外度？B：通常是夏天在国外度假，秋天在英国某个地方度假一周。A：在海边吗？B：不。我们一般是去苏格兰徒步旅行。A：噢。再问两个问题我就问完了。您能不能告诉

15、我你们夏天度假一般花多少钱？B：嗯，我想大约2000英镑。A：那今年你们还打算出国度假，对吗？B：对，其实是去希腊。A：谢谢您，雷诺兹夫人。您帮了我很大的忙。B：别客气。Exercises-A用提示的词或短语翻译下列句子。我想先核实一下一些具体情况。（check, details）希望你不会介意我问一些私人问题。（mind, personal）我是搞图书设计的自由职业者。（book design, freelance）你们每年行驶多少英里？（do）你们每年度几次假？（take holidays）你们夏天度假通常花多少钱？（spendon）Exercises-B两人一级，完成下列问题。注意疑问词

16、的使用。学生甲将要出差。学生乙提问以下问题：_ would you leave?_ would you stay?_ do you want to see?_ time do you want to meet him/her?_ day would suit you?_ are you going to travel?_ time have you got?For _ days will you be there?Translation我们正在为牙膏公司进行调研。我们准备了一份调查问卷，每周访问一次消费者时送去一种牙膏试用。下面是问卷内容：* 我想问几个细节问题，可以吗？* 你用过这个牌子的牙

17、膏吗？* 你喜欢或者讨厌这种味道吗？* 它会给你什么联想？如树林、玫瑰园、青草、诗歌、糖果、薄荷或喷泉？* 你的孩子喜欢吗？* 他们有什么抱怨吗？不够甜？有点苦？没香味？* 你喜欢买家庭用大号的还是小号的？* 你们每季度用多少支？一支、两支、三支？* 你觉得这种牙膏太硬，还是太稀？* 谢谢你的帮助。六周后我们将有小赠品，请告诉我们您的真实想法。Key to Exercises-AId like to check some details first.I hope you dont mind if I ask you some personal questions.Im a freelance

18、book designer.How many miles do you do a year?How many holidays a year do you take?How much do you normally spend on your summer holiday?Key to Exercises-B仅供参考，允许别的问法WhenWhere/How longWho/WhatWhatWhichWhenHow muchhow manyKey to TranslationAt the moment we are doing a research for a tooth paste compa

19、ny. We have prepared a questionnaire and when we visit our targets once a week, we give them each time a tube of tooth paste for trial. Here is the questionnaire.* May I ask some questions in details?* Have you used tooth paste of this brand before?* Do you like/dislike the taste?* What kind of asso

20、ciations does it bring to you, such as woods, rose garden, grass, lyrics, sweets, mint or fountain?* Do you children love it?* Any complaint from them? Too sweet, a bit bitter, not fragrant?* Which size do you prefer, a family size or a small one?* How many tubes does your fam8ly comsume quarterly?

21、One, two or three?* Do you think the tooth paste is too starchy or too watery?* Thank you for your help. At the end of six weeks, well send you some gifts for your help. Please be very frank with us about your thoughts.Unit 20The budget meetingModals1. Listening Listen to the extract from a budget m

22、eeting. Peter, John and Susan are discussing next years departmental budgets. As you listen, indicate their opinions on the table below. Use these symbols:+ = more money should be spent= less money should be spentOK = the proposed figure should remain the sameBudget proposalsListening TaskP: Right,

23、lets get started. Now, youve all seen the budget proposals for next year. Have you got anything to say?J: I think the research figure is too low. We should increase it by at least 5%.P: Well, we could do that, but it means less money for the other departments. I think it should stay the same.S: I ag

24、ree with John. We could reduce the figure for marketing-that would allow us to increase the budget for research.P: I felt marketing needed a good figure this year. Theyve got a big launch mid-year. I think they couldnt manage with less.J: Im sure they could andP: Just a moment. Lets look at the othe

25、r two department budgets. Thats production and sales.J: Well, we cant cut the production budget, thats for sure. I dont know about sales.S: Why do you say we cant cut productions budget? They had a big investment last year. Well, surely they could manage on less this year?P: Yes, I think I agree. Pr

26、oduction ought to manage with less this year, having spent so much last year.S: A small cut in the production budget might mean we could increase the research figure.P: Right, Ill put that to the Production Manager. Finally, what about sales?S: I think its a bit high. They might save a bit by spendi

27、ng less on the after-sales side.P: John, any views?J: Well, I think we should spend more on sales.P: Thats out of the question. The figure shouldnt be changed.2. PresentationModal verbs(such as should, ought, can, could, might) can be used to indicate speakers attitudes or opinions. These can be cat

28、egorized as follows:# strong recommendation# possibility# slight possibility# impossibilityNow look at the modals used to express opinions in the meeting and notice how the strength of the opinion can be varied by using these modal verbs.2.1 Strong recommendationWe should increase the research budge

29、t.The figure shouldnt be changed.Production ought to manage with less.2.2 PossibilityWe could reduce the figure for marketing.2.3 Slight possibilityWe might save a bit on after-sales.2.4 ImpossibilityWe cant cut the production budget.3. Controlled practiceUse the language in the Presentation section

30、 to transform the sentences. The first one has been done for you.I strongly recommend we reduce the sales budget.We should/ought to reduce the sales budget.Theres a small chance that marketing would accept a cut in their budget.Marketing _A cut in the production budget is out of the question.We _Its

31、 possible to spend more on direct sales activities.We_It is advisable to reduce the total budget.We _Its impossible for research to continue on this budget.Research _There is a possibility that more money will be made available.More money _I strongly recommend we do not cut the marketing budget.We _

32、Theres a small chance sales will not reach their target.Sales _Production will possibly need more money later in the year.Production _课文注释及词汇讲解：* budget 预算e.g. cut down the budget 削减预算enlarge /increase the budget 增加预算make /work out the budget 制定预算* proposal 计划，提议e.g. budget proposal预算计划The proposal

33、of enlarging budget has been adopted.增加预算的提议被采纳了。* stay 保持e.g. The turnover of last year stays the same as that of the year before last.去年的营业额与前年一样。* allow 允许，使能够e.g. We could reduce the figure for marketingthat would allow us to increase the budget for research.我们可以减少营销的预算额这样我们就能增加调研的预算额了。You must

34、not allow the goods to be stolen again.你不能再让货物失窃了。* I felt marketing needed a good figure this year.我觉得，今年营销需要一大笔预算。good 在这句话里有“充足的，相当的”之意。e.g. He has a good reason to file a claim.他有充足的理由索赔。* I think they couldnt manage with less.我想预算再少他们就干不成了。Surely they could manage on less this year.今年，再少些他们也肯定能

35、行。Manage with less 和manage on less意义相仿，但落脚点不同：with 用，表明方式；on靠，表明基础。* after-sales 售后的注意：词尾一定有“s”e.g. after-sales service 售后服务* out of the question 不可能out of question 没问题注意：二者应区别使用e.g. A discount of 2% is out of question.打2%的折扣没问题。To allow you a discount of 10% is out of the question.给你打10%的折扣是不可能的。*

36、direct sales 直销这是由生产者将产品直接送到消费者手中而不经过中间商的销售方式。直销有利于掌握销售情况，更好地了解消费者的需要。但因需大量直销人员参与，费用较其他销售方式要高。* put 建议，提议，说e.g. Ill put the new budget proposal to the Production Manager.我会告诉生产部经理新的预算计划。听力译文：P：好，咱们开会吧。大家都已看了明年的预算计划。有什么意见吗？J：我觉得调研的预算额太少了，我们至少应该增加5%。P：嗯，我们可以那样做，但是那将意味着养活其他部门的预算。我认为应当保原数额。S：我同意约翰的意见。我们

37、可以减少营销部门的预算额那样我们就能增加调研部门的预算了。P：我觉得今年营销需要一大笔钱。他们在年中要向市场大规模地投放产品。我想钱少了，他们会干不了。J：我相信他们干得了，而且P：等一下，咱们先看一下另外两个部门的预算。就是生产部和销售部。J：嗯，我们肯定不能削减生产部的预算。销售部我不清楚。S：你为什么认为不能削减生产部的预算？去年给他们投资了不少。今年肯定可以少用一些钱。P：嗯，我同意。既然生产部去年用了那么多钱，今年应该少用一些。S：生产部的预算削减一点儿，就意味着我们能增加调研部门的预算了。P：好，我会告诉生产部经理的。最后，销售部的预算呢？S：我想有点多了。他们如果在售后服务方面少

38、花一点，就能省下一些来。P：约翰，你的看法呢？J：嗯，我认为 销售上的预算应再多加一点儿。P：那不可能性。这个数目不能变。Exercises-A用括号里的词或短语翻译下列句子。你们都已看过明年的预算提议了。(budget proposal)我们应该把这个数目增加至少5%。(at least)我认为营销预算应保持不变。（stay the same）如果减少营销预算，我们就可以增加调研预算了。(allow)营销部在年中有一项大规模投放市场的活动。（mid-year, big launch）生产部去年花了那么多钱，今年应该少用一点儿。（spend, ought to, manage）减少一点生产预算

39、就意味着我们可以增加调研预算。（cut, mean）他们可以通过养活售后服务的开支来省一点钱。（on the after-sales side, save, a bit）在销售方面多花费是不可能的。（out of the question）Exercises-B用适当的情态动词填空。We _ make the conference on 27th July, if that suits you better.It _ be possible to reduce the price further.Passengers _ take a small bag onto the plane with

40、 them.I think we _ teach the French sales staff English.Translation甲：明年的预算至少可以增加5%，请大家庭具体讲座一下。我们一共有四个方面的开支。咱们来看一下，哪些应增加，哪些应减少。乙：去年对生产部门的投入很大，今年可以少开支一些。销售部门明年有一种新的汽车 要投放市场，开支不能省，得维持现状。丙：研究与发展部门的经费一定要增加，改进产品性能才扩大销售。乙：售后服务费用恐怕也得增加一些。若是消费者一再投诉，对我们可就不利了。但也不能增加太多，那样的话其他部门的预算就要削减了。加2%吧。甲：什么！销售部门加2%？恐怕不可能！Key to Exercises-AYouve all seen the budget proposal for next year.We should increase the figure by at least 5%.I think the marketing b