职业大学英语Unit Nine

1、Unit NineText AText B能力分析训练Text A Increasingly, companies are classifying customers into groups and creating targeted messages for each group. The sizes of these targeted groups can be smaller when companies are using the Web in some cases, just one customer at a time can be targeted. New research i

2、nto the behavior of Web site visitors has even suggested ways in which Web sites can respond to visitors who arrive at a site with different needs at different times. Most companies use the term “marketing mix” to describe the combination of elements that they use to achieve their goals for selling

3、and promoting their products and services. A companys marketing strategy is an important tool that works with its Web presence to get the companys message across to both its current and prospective customers. Most marketing classes organize the essential issues of marketing into the four Ps of marke

4、ting: product, price, promotion, and place. Product is the physical item or service that a company is selling. The price element of the marketing mix is the amount the customer pays for the product. In recent years, marketing experts have argued that companies should think of price in a broader sens

5、e, that is , the total of all financial costs that the customer pays to obtain the product. Promotion includes any means of spreading the word about the product. On the Internet, new possibilities abound for communicating with existing and potential customers. The issue of place (also called distrib

6、ution) is the need to have products or services available in many different locations. The problem of getting the right products to the right places at the best time to sell them has plagued companies since commerce began. You have learned about the importance of a companys Web presence and how this

7、 presence must integrate with the brand or other established images the company uses in its promotional activities. Most companies offer a variety of products that appeal to different groups. When creating a marketing strategy, managers must consider both the nature of their products and the nature

8、of their potential customers.1Product-based Marketing Strategies You have learned that the Web creates an environment that allows buyers and sellers to engage in complex communications modes. The communication structures on the Web can become much more complex than those in traditional mass media ou

9、tlets such as broadcast and print advertising. 2Customer-based Marketing Strategies When a company takes its business to the Web, it can create a Web site that is flexible enough to meet the needs of many different users. Instead of thinking of their Web sites as collections of precuts, companies ca

10、n build their sites to meet the specific needs of various types of customers.Notes 1New research into the behavior of Web site visitors has even suggested ways in which Web sites can respond to visitors who arrive at a site with different needs at different times. 这里的in which Web sites can respond t

11、o visitors who arrive at a site with different needs at different times是一个定语从句，修饰先行词ways，但是该定语从句中又嵌套了另一个定语从句，即who arrive at a site with different needs at different times，修饰先行词visitors。 本句译为：网站访客行为的最新研究甚至提出方法帮助网站响应访问时间和需求不同的访问者。 2These Web-based opportunities are helping companies find new ways to c

12、reate increased customer value. 这里的increased是个过去分词，放在名词前起修饰作用，相当于形容词。 一般分词可以分为现在分词（doing）和过去分词（done）都可以放在名词前起修饰作用。 例如：an existing problem 存在的问题；delivered products 被投送的产品 本句译为：这些基于网络的机会正在帮助公司发现新的增加客户价值的方法。 3Companies are using the Internet to engage in meaningful dialogs with their customers using E-

13、mail and other means. 这里的engage in是“从事于，参加”，using E-mail and other means是现在分词短语，一般分词短语分为现在分词短语和过去分词短语，放在名词后面做修饰或补充说明等。 本句译为：公司正在使用因特网、电子邮件及其他的方法与客户进行有意义的对话。 4The problem of getting the right products to the right places at the best time to sell them has plagued companies since commerce began. 这里的主语是

14、the problem of getting the right products to the right places at the best time to sell them，结构比较复杂。 本句译为：自从商业出现之日起，公司一直在苦恼如何在最佳的时间把正确的产品送到正确的地方进行销售。 5Companies that sell products that must be shipped have found that the Internet gives them much better shipment tracking and control than did previous

15、information technologies. 这里的that sell products that must be shipped是定语从句修饰主语companies，其中又嵌套了另一个定语从句that must be shipped修饰先行词products，此外that the Internet gives them much better shipment tracking and control than did previous information technologies作谓语have found的宾语从句。 本句译为：从事产品销售的公司应当已经发现，相对于早先的信息技术

16、因特网给予它们更好的产品追踪和控制能力。 6You have learned about the importance of a companys Web presence and how this presence must integrate with the brand or other established images the company uses in its promotional activities. 这里the importance of a companys Web presence和how this presence must integrate with the

17、 brand or other established images the company uses in its promotional activities都是谓语have learned about的宾语，两者是并列的关系。 而在the company uses in its promotional activities是定语从句，省略了关系代词which/that，修饰先行词other established images，从句型结构来看，本句型是：主+谓+宾的形式。 本句译为：现在，你已经学习公司的网站的重要性，同时也应该了解如何将它同公司的品牌或其他在推广活动中建立的形象整合起来

18、使用。 7A company that sells to a different market, but that uses a similar product-based marketing strategy, is Sears. 这里的that sells to a different market和that uses a similar product-based marketing strategy是两个并列关系的定语从句都修饰主语a company。 本句译为：Sears是一家将产品出售到不同市场，但运用相似的以产品为基础的营销策略的公司。 8A good first step in

19、 building a customer-based marketing strategy is to identify groups of customers who share common characteristics. 这里的to identify groups of customers who share common characteristics不定式短语作句子的表语。例如： Our purpose is to master a foreign language. 我们的目标就是要掌握一门外语。 本句译为：制定一个良好的基于客户的营销策略的第一步就是要甄别拥有共同特性的客户 群

20、体。Text B1Amazons Competitive Structure Competition selling books online is growing rapidly, with companies aiming at niche markets (such as old books, technical books, childrens books, and price comparison). The global cyber book market is expected to grow to $1.1 billion by 2000. Consider the famou

21、s cyber-bookstore Amazon at . We can investigate the competition structure of the cyber book market by comparing the strength and weakness of Amazon with its competitors. For this purpose, Barnes & Noble is selected as a key competitor. Amazon is the largest cyber-bookstore in the world, with 50 per

22、cent of the cyber book market share. Amazon was opened in July 1995, and it sold $15.7 million in 1996. Its sales climbed to $600 million in 1998, with an astonishing monthly (not annual) growth rate of 34 percent. Amazon listed more than 10 million titles in its electronic catalog in spring 2000, a

23、lthough it actually keeps an inventory of only few thousand high-selling titles in its own warehouse. Amazon carries 23 categories of books that can be found by clicking “Browse books by subject” (visit Amazons home page). To assist in finding books, Amazon provides not only a subject directory but

24、also a keyword search engine, as most large electronic shopping malls do. In addition, Amazon provides information about bestsellers, related books for contextual selling, and critiques about many books in the “Hot This Week” corner. It takes about 3 to 7 business days to deliver in the United State

25、s, and 4 to 10 weeks abroad. Customers pay the shipping; for the standard U.S. domestic shipments, the charge is $3.00 per shipment plus $0.95 per book. After gaining a reputation as the cyber-bookstore, Amazon expanded its offerings to music, video, gifts and auction. Amazons case has demonstrated

26、a competitive structure of electronic retailers. We can understand the competitive structures of the electronic market from various angles. Electronic marketing can be classified as consumer-oriented (B2C) and business-oriented electronic marketing (B2B). Consumer-oriented electronic marketing is al

27、so growing offline, mainly using smart cards, although it is still experimental. 2Overview of Electronic Marketing Structure There are many common features between consumer-oriented and business-oriented marketing. Indeed, Amazons chief rival, Barnes & Noble, has opened a special division that cater

28、s only to business customers. Wal-Mart Online sells to both individuals and businesses. Dell sells their computers to both consumers and businesses. Under the seller-centered electronic mall architecture, there are only minor differences in dealing with individual consumers and businesses. At least

29、during the initial EC stage, established distributors like department stores and discount stores were not the major players in electronic retailing. The traditional distributors used their home pages and electronic catalogs to attract customers to the physical stores, although large distributors lik

30、e Wal-Mart and JC Penney take orders over the Internet as well. Therefore, we need to study the competition structure of electronic distributors, brokers, and online department stores. Initially, the main concern for electronic marketing involved securing technologies necessary to implement Internet

31、-based marketing, such as powerful search capability and secure electronic payment. However, today the main concern of management is shifting to how to utilize the opportunity of Internet-based marketing to enhance competitiveness in harmony with existing marketing channels. So we need to examine th

32、e use of the conceptually new electronic business models.Notes 1Competition selling books online is growing rapidly, with companies aiming at niche markets. 这里的grow 是个渐进的动词，所以在时态上要用be doing的形式，其他类似的动词有become, get, go等。例如： The weather is becoming colder and colder. 天气越来越冷。 本句译为：网上图书销售的竞争越来越激烈了，每个公司都在

33、市场中寻找缝隙市场。 2Managerial concern in this situation is who can be the most competitive eventually？ 这里的who can be the most competitive eventually作句子的表语，当特殊疑问句成为句子的某一部分时（如：主语、表语、宾语），因该采用陈述句语序表示。例如： What he says is quite different from what he behaves. 他言行不一。 本句译为：在这种情况下，管理者关心的是谁是最具竞争力的？ 3, business purch

34、ases do need more precise record keeping, tracking ability, accountability, and formal contracts. 这里business purchases do need more是强调句的使用。例如： The medicines really do work.药物确实起作用了。 本句译为：，企业购买确实需要更精确的记录、跟踪能为、说明能力及正式合同。ExercisesTrue or false 1The global cyber book market is expected to grow to $2.1 b

35、illion by 2000. 2Barnes & Noble is selected as a key competitor of Amazon. 3Amazon was opened in June 1994, and it sold $15.7 million in 1996. 4Amazon carries 25 categories of books that can be found by clicking “Browse books by subject”. 5Amazons customers pay the shipping; for the standard U.S. do

36、mestic shipments, the charge is $3.00 per shipment plus $0.95 per book. 6New competitors to both Amazon and Barnes & Noble are Best BookB. 7Wal-Mart Online only sells to individuals. 8If the E-mail takes responsibility for order fulfillment, it is an electronic distributorfor example, Amazon and JC

37、Penney Online. 9At least during the initial EC stage, established distributors like department stores and discount stores were the major players in electronic retailing. 10Today the main concern of management is shifting to how to utilize the opportunity of Internet-based marketing to enhance compet

38、itiveness in harmony with existing marketing channels. 1We can investigate the competition structure of the cyber book market by comparing the s and w of Amazon with its competitors. 2Amazon provides information about b , related books for c selling, and c about many books in the “Hot This Week” cor

39、ner.Put in the missing information based on the text 3After gaining a reputation as the cyber-bookstore, Amazon expanded its offerings to m , video, gifts and a . 4Electronic marketing can be classified as c -oriented (B2C) and b -oriented electronic marketing (B2B). 5However, with the high volume o

40、f transaction and large amount payments, business purchases do need more precise record k , t ability, a , and formal c . 6We can observe two types of electronic shipping malls: electronic d and electronic b (e-broker). 7Initially, the main concern for electronic marketing involved securing technolo

41、gies necessary to implement Internet-based m , such as powerful search c and secure electronic p .能力分析训练Skills of UnderstandingSkills of Translation Skills of Business E-mail Writing Skills of Oral Language in Working Condition Skills of Understanding阅读理解题型介绍1主旨题 在做这类题时，我们首先要审读主旨题的选择项，因为它提供了主旨的可能线索，

42、同时注意选择项之间的差别。然后采用略读的方法。 首先通过浏览全文查看主题句。如有主题句，就可以将主题句与主旨题的选项进行查对。 如果某一选择项也含有与主题句相同的信息，该项即为答案。 如无主题句，可在略读过程中，注意全文主要是针对主旨题选择项的哪一项来写的，这样可以帮助做出选择。 在短文无主题句时，也可以暂时将主旨题搁在一边。 等其他询问题目做好后再考虑。 因为通过做询问题对全篇要旨有所了解，再做就容易了。 常见的提问方式有： What is the main idea of the passage? Which is the best title of this passage? What

43、does the passage mainly discuss? Which of the following best summarize the passage? 这类题大体上有两种情况。 一种是具体提问文中主要事实或特定细节；一种是正误判断，询问事实的真实性或询问文中是否提到某一事实。 应该注意，这类问题往往不采用短文中的原句，而是用变换修辞的手法来提问的，如用同义词、近义词或是词类短语的转换、句型的转换等方式提出问题。 在回答这类问题时，先明确问题的关键词，然后用查读的方法，一目数行地在有关段落中寻找与题目关键词相关的词句，其余的一略而过。2细节题 这类问题常以以下形式出现： Acco

44、rding to the passage, when (where, why, how, who, what, which, etc.).? Which of the following is (not) mentioned/true? 这类问题在文中找不到直接的答案，因此，必须在审题后，根据选择项提供的几种可能的判断与推理细读全文，反复思考，依据文中所述内容的逻辑发展以及上下文关联，进行分析、概括，以得出正确结论或推断出字里行间隐含的意思。 常见的提问方式有： It can be inferred from the passage that . It can be concluded fro

45、m the passage that . We can see from the passage that .3判断推理题 这里要提醒大家注意的是选择项中词或句子的表面意思不一定就是文章中的含义，如： A man in his best shape is the decade before age 25, his muscles are firmest to colds and infections and his body is most efficient in utilizing nutrients.4猜测词义或句义题 Question: In line 2, the word “uti

46、lizing” should be best replaced by .（A） using （B） drawing on （C） operating （D） absorbing “utilizing”和“using”是近义词，似乎答案是（A），但在文章中该词的意思却是“吸收”，答案应为（D）。有时也回直接提问文章中某句的隐含之义，其提问方式主要有： What is implied in the sentence “”? It is implied in the sentence “.”. 这类问题主要检测考生对文章作者的态度或观点的把握程度，其提问方式大体如下： What is the aut

47、hors opinion? What does the author think of .? What is the authors attitude towards .? How does the author feel about.?5考查作者的态度和观点Skills of Translation长句的翻译 在各类英语文章中，往往由于连接词、关系代词、关系副词、各种短语和各种从句等的存在，使句子结构变得比较复杂，因而往往会造成句子较长。 翻译长句时，首先要注意从语法上分析全句。 通过语言规律联系起来的句子，总是要表达一定的意思。 通过语法分析，弄清长句中包含的几层意思的联系；同时要注意语法

48、在逻辑上的联系。 原文句子结构弄清楚了，就可根据具体情况运用有关翻译技巧组织译文句子。 当英语长句的表达顺序与汉语的表达习惯相同，按照动作的发生时间先后开展时，可以考虑按照原文的顺序进行翻译。例如： Third world countries export their mineral deposits and tropical agricultural products, which bring them desired foreign exchange. 第三世界国家出口矿物和热带农作物，以换取所需的外汇。1顺译法/顺序法 Of the guests, none except the Ame

49、rican notices this or sees the boy place a bowl of milk on the veranda just outside the open doors. 在座的客人除了那个美国人外都没有注意到这个细节，也没有看到那个男孩将一碗牛奶放在紧靠门边的走廊上。 当有的英语长句的表达顺序与汉语表达习惯不太相同甚至完全相反时，可以考虑逆着原文的顺序进行翻译。 例如：New sources of energy must be found, and this will take time, but it is not likely to result in any

50、 situation that will restore that sense of cheap and plentiful energy we have had in the times past. 必须找到新的能源，这需要时间；而过去我们感觉到的那种能源价廉而且量多的情况将不大可能因此而再次出现。2逆序法/倒译法 Insects would make it impossible for us to live in the world; they would devour all our crops and kill our flocks and herds, if it were not

51、for the protection we get from insect-eating animals. 如果没有那些以昆虫为食的动物保护我们，昆虫会吞食我们所有的庄稼，并杀死我们的家禽、牲畜，使我们无法生存下去。 当英语长句的主句与其从句或其修饰词语之间的关系不是非常密切时，可以把从句或修饰词语部分分解成很小的短句来进行翻译。但是，在拆开长句翻译时，中文应加上“这”、“其”、“它们”之类的关联词，以使句子前后连贯，通畅自然。 3分译法 例如：The Marathon was founded in honor of a Greek soldier who is supposed to hav

52、e run from Marathon to Athens, a distance of about 23 miles, to bring the new of his countrymens victory over the enemy. 马拉松运动的创立是为纪念一位希腊士兵。 据说这位士兵为了把击败敌人的消息告诉同胞们，从马拉松一直跑到雅典，共跑了23英里。 Its probably a good thing that sound cannot travel through a vacuum, for we are thus limited to earth-made sound. 声音不

53、能通过真空传播，这也许是一件好事，因为这样我们就只能听到地球上的声音。 当英语的长句不太适合按照上述某种方法进行翻译时，可以综合上述几种方法，按照英语句子的结构和汉语句子的表达习惯，把几种长句的翻译技巧巧妙得当地糅合在一起。例如： In most societies of the world, marriage is an important way to strengthen the main family line by uniting it with another family of the same social, economic, or religious background.

54、 世界上大多数社会里，婚姻是通过与另一个具有相同社会、经济或宗教背景的家庭的联姻，来加强家族世系的一种重要途径。4综合法/合成法 One of the basic reasons for this wide difference is that in the United States we use space as a way of classifying people and activities, whereas in England it is the social system that determines who you are. 这一重大差别产生的基本原因之一就在于，在美国，我

55、们是以空间区分人们的身份和行为的；而在英国，决定一个人身份的是社会等级制度。按要求将下列句子译成汉语。 1And he knew how ashamed he would have been if she had known his mother and the kind of place in which he was born, and the kind of people among whom he was born. （倒译法）Exercises of Such Skill 2Manufacturing processes may be classified as unit produ

56、ction with small quantities being made and mass production with large numbers of identical parts being produced. （分译法） 3It was a great relief for Annie to be without him for a while each day, and she found new enjoyment in her life as a housewife, the life she had always wanted since she was a littl

57、e girl in a rough, over-crowded home.（综合法/合成法） 4As more people learn what the important events of the day are, fewer are still concerned exclusively with the events of their own household.（顺译法）Skills of Business E-mail Writing顾客意见反馈信 Sometimes we need to write E-mails to shops about problems with th

58、eir products. Please read the following sample E-mails, and write an E-mail by yourself. 某些时候我们需要给商家写E-mail反映产品问题。 阅读下面的E-mail范文，并给自己写一封E-mail。From: CandyTo: customerserviceCC:BCC:Subject: Problems with our new fax machine.Date: May 28, 2009AA letter of complaint 顾客意见反馈信Dear Future Business, Last week we purchased a fax machine from your company. The problem is that our fax machine always pulls more than one sheet of paper. Weve tried every means youve suggested, but nothing has worked. Since we are not experts on fax mac