《 商务英语阅读（第1册 ）》课件Unit 3-Markets

《商务英语阅读1》Unit3Markets

“Marketingisnotonlyabusinessfunction,butalsoawayofthinkingconcerninghowtocreate,communicateanddelivervaluestotargetclientsprofitably.”

―PhilipKotler(1931-)consultant,andprofessor

--SteveJobsWelcometothebusinessworld!BusinessEnglishReadingBookIBusinessEnglishReadingBookIContents

2.TextA

1.Lead-inDiscussion

4.CulturalTour

3.TextBBusinessEnglishReadingBookITextAUnderstandingMarketingLead-in

Discussion1.Doyouknowsomefamiliaradvertisements?Anddiscussthemarketingstrategiesoftheproductsthatyoumentioned.BusinessEnglishReadingBookILead-in

Discussion2.Howtoimproveyourabilitytomaketherightmarketingdecisions?BusinessEnglishReadingBookILead-in

Discussion3.Whyismarketingimportant?BusinessEnglishReadingBookIStructuralAnalysisBusinessEnglishReadingBookIMainIdeasPart1(Para.1)Introductionpart.Part2(Para.2-4)Ittalksabouttheimportanceofmarketing.PartIII

(Para.5-7)Ittalksaboutthedefinitionofmarketing.PartIⅤ(Para.9-10)Ittalksaboutwhatisamarketeranddifferentkindsofmarkets.

tension

(para.1)n.(psychology)astateofmentaloremotionalstrainorsuspense紧张，不安

Thetensionbetweenthetwocountriesbuiltuptoaclimax.

两国间的紧张状态渐渐达到了顶峰。BusinessEnglishReadingBookITextAWordsandExpressionsformulated(para.1)adj.devised;developedaccordingtoanorderlyplan按计划的，制定的

Withintheframeworkofthisstrategicpartnership,specifictripartiteagreementscorrespondingtolocalrequirementswillbeformulatedforeachbeneficiarycountry.

在这一战略伙伴的框架内，将按照当地的要求为每一个受援国制定具体的三方协议。BusinessEnglishReadingBookITextAWordsandExpressionsintangible

(para.2)adj.(ofespeciallybusinessassets)nothavingphysicalsubstanceorintrinsicproductivevalue无形的intangible

culturalheritage非物质文化遗产Thecheckisnotthewarehousereceiptitself,butanordertotransferthereceipt,whichisanintangibleopenbookaccountonthebooksofthebank.

支票本身却不能代表银行票据，它只是一种转移票据的手续或申请，在这里票据是无形的，只出现在银行账簿的公开账户里。BusinessEnglishReadingBookITextA

WordsandExpressionsTextAWordsandExpressionsBusinessEnglishReadingBookIassets

(para.2)n.anythingofmaterialvalueorusefulnessthatisownedbyapersonorcompany资产

Ontheotherhand,yourdebtisanassettothebank,butitisyourliability.在另一方面，你的债务是银行的一种资产，但它却是你的债务。tricky

(para.3)adj.nottobetrusted狡猾的，微妙的

AllthisshowswhysettinganofferingpriceforsharesinanIPOissotricky.

所有这些都显示出为什么为IPO的公司定价是一件多么微妙的事情。BusinessEnglishReadingBookITextAWordsandExpressionsempowered(para.3)adj.investedwithlegalpowerorofficialauthorityespeciallyassymbolizedbyhavingascepter获得授权的

Allofourstaffmustbeempoweredtoidentifyerrorsandsituationsthatcouldleadtoerrorswithoutfearofretribution.

在没有害怕报复的前提下，我们所有的员工必须被授权来鉴定错误可能导致错误的情形。BusinessEnglishReadingBookITextA

WordsandExpressionsTextA

WordsandExpressionsmonitor

(para.4)v.keeptabson;keepaneyeon;keepundersurveillance监控，监测

Thecountryhealthagencyhasdedicatedoneinspectortomonitorconditionsinnursinghomes.

该国卫生机构已指定一名检查员监测各疗养院的情况。BusinessEnglishReadingBookIauction(para.5)n.thepublicsaleofsomethingtothehighestbidder拍卖

Anauctionsystemallowseveryonetodiscovertherealvalueofonlineads.

这种拍卖系统允许每个人发现网络广告的真实价值。BusinessEnglishReadingBookITextA

WordsandExpressionsclearinghouse

(para.5)票据交换所，交易所Inthesixyearssince,Googlehasbecometheweb’sdefaultclearinghouseandprincipaltollgate.

六年间，谷歌已经成为了网络世界大家默认的交易所和主要的关卡。BusinessEnglishReadingBookITextA

WordsandExpressionsdemonstrate

(para.5)v.havingbeendemonstratedorverifiedbeyonddoubt演示，示范，展示Idemonstratedtothemthatanewcomputerwouldsaveconsiderabletime.

我通过演示向他们证明使用新计算机将大大节省时间。BusinessEnglishReadingBookITextA

WordsandExpressionssuperfluous(para.7)adj.servingnousefulpurpose;havingnoexcuseforbeing过多的;多余的;不必要的Whenwewriteacontract,wegenerallyhopethatitissuperfluous,andthankfully,mostofthetimeitis.

当我们编写合同时，我们通常希望它是多余的，令人感到欣慰的是大部分时候都是如此。BusinessEnglishReadingBookITextA

WordsandExpressionsdemographic

(para.9)adj.relatingtoorconcerningdemography人口（学）的；人口统计（学）的n.

Inbusiness,ademographicisagroupofpeopleinasociety,especiallypeopleinaparticularagegroup.特定年龄段的人口,特定人群Helping

customers

get

what

they

want

basedon

their

demographic

profiles

helps

companies

getto

knowthem

better.

通过人口统计学资料来帮助客户得到他们想要的东西，能使得公司更好地了解他们。BusinessEnglishReadingBookITextA

WordsandExpressionsTextANotesPhilipKotler（theauthor）PhilipKotler(bornMay27,1931inChicago,Illinois)isanAmericanmarketingauthor,consultant,andprofessor;currentlytheS.C.JohnsonDistinguishedProfessorofInternationalMarketingattheKelloggSchoolofManagementatNorthwesternUniversity.Heistheauthorofover55marketingbooks,includingPrinciplesofMarketing,KotleronMarketing:HowtoCreate,Win,andDominateMarkets,andMarketing3.0:FromProductstoCustomerstotheHumanSpirit.Kotlerdescribesstrategicmarketingasservingas“thelinkbetweensociety’sneedsanditspatternofindustrialresponse.”菲利普·科特勒BusinessEnglishReadingBookI2.ChiefMarketingOfficer(CMO):

Achiefmarketingofficer(CMO)isacorporateexecutiveresponsibleformarketingactivitiesinanorganization.Mostoftenthepositionreportstothechiefexecutiveofficer.TheCMOleadssalesmanagement,productdevelopment,distributionchannelmanagement,marketingcommunications(includingadvertisingandpromotions),pricing,marketresearch,andcustomerservice.首席营销官BusinessEnglishReadingBookITextANotesTextANotes3.ChiefExecutiveOfficer(CEO):Achiefexecutiveofficer(CEO)isgenerallythemostseniorcorporateofficer(executive)oradministratorinchargeofmanagingafor-profitorganization.TheCEOofacorporationorcompanytypicallyreportstotheboardofdirectorsandischargedwithmaximizingthevalueoftheentity.TitlesoftenusedassynonymsforCEOincludepresident,managingdirector(MD)andchiefexecutive(CE).首席执行官，总裁BusinessEnglishReadingBookI4.ChiefFinancialOfficer(CFO):Thechieffinancialofficer(CFO)isacorporateofficerprimarilyresponsibleformanagingthefinancialrisksofthecorporation.Thisofficerisalsoresponsibleforfinancialplanningandrecord-keeping,aswellasfinancialreportingtohighermanagement.TheCFOsupervisesthefinanceunitandisthechieffinancialspokespersonfortheorganization.财务总监，首席财务官BusinessEnglishReadingBookITextANotes5.Levi’s:LeviStrauss&Co.isaprivatelyheldAmericanclothingcompanyknownworldwideforitsLevi’sbrandofdenimjeans.Itwasfoundedin1853whenLeviStrausscamefromButtenheim,Bavaria,toSanFrancisco,Californiatoopenawestcoastbranchofhisbrothers’NewYorkdrygoodsbusiness.Thecompany’scorporateheadquartersislocatedatLevi'sPlazainSanFrancisco.美国李维斯服装公司BusinessEnglishReadingBookITextANotes6.Xerox:XeroxCorporationLtd.isanAmericanmultinationaldocumentmanagementcorporationthatproducesandsellsarangeofcolorandblack-and-whiteprinters,multifunctionsystems,photocopiers,digitalproductionprintingpresses,andrelatedconsultingservicesandsupplies.XeroxisheadquarteredinNorwalk,Connecticut(movedfromStamford,ConnecticutinOctober2007),thoughitslargestpopulationofemployeesisbasedaroundRochester,NewYork,theareainwhichthecompanywasfounded.施乐，美国办公设备制造公司BusinessEnglishReadingBookITextANotes7.Intel:IntelCorporationisanAmericanmultinationalcorporationheadquarteredinSantaClara,California.Intelisoneoftheworld’slargestandhighestvaluedsemiconductorchipmakers,basedonrevenue.FoundedbysemiconductorpioneersRobertNoyceandGordonMooreandwidelyassociatedwiththeexecutiveleadershipandvisionofAndrewGrove,Intelcombinesadvancedchipdesigncapabilitywithaleading-edgemanufacturingcapability.ThoughIntelwasoriginallyknownprimarilytoengineersandtechnologists,its“IntelInside”advertisingcampaignofthe1990smadeitahouseholdname,alongwithitsPentiumprocessors.美国英特尔公司BusinessEnglishReadingBookITextANotesTextANotes8.Wal-Mart:Wal-MartStores,Inc.isanAmericanmultinationalretailcorporationthatoperatesachainofdiscountdepartmentstoresandwarehousestores.HeadquarteredinBentonville,Arkansas,thecompanywasfoundedbySamWaltonin1962andincorporatedonOctober31,1969.Ithasover11,000storesin27countries,underatotal71differentbrands.ThecompanyoperatesundertheWalmartnameintheUSandPuertoRico.IthaswhollyownedoperationsinArgentina,Brazil,andCanada.沃尔玛公司BusinessEnglishReadingBookITextANotes9.Nike:Nike,Inc.isanAmericanmultinationalcorporationthatisengagedinthedesign,development,manufacturingandworldwidemarketingandsellingoffootwear,apparel,equipment,accessoriesandservices.ThecompanyisheadquarterednearBeaverton,Oregon,inthePortlandmetropolitanarea.Itisoneoftheworld’slargestsuppliersofathleticshoesandapparelandamajormanufacturerofsportsequipment.耐克公司，国际著名运动产品公司BusinessEnglishReadingBookITextANotes10.JackWelch:JohnFrancis“Jack”Welch,Jr.(bornNovember19,1935)isaretiredAmericanbusinessexecutive,authorandchemicalengineer.HewaschairmanandCEOofGeneralElectricbetween1981and2001.DuringhistenureatGE,thecompany’svaluerose4000%.In2006,Welch’snetworthwasestimatedat$720million.WhenheretiredfromGEhetookaseverancepaymentof$417million,thelargestsuchpaymentinhistory.杰克·韦尔奇（前通用电气董事长兼CEO）BusinessEnglishReadingBookITextANotes11.GE:GeneralElectric(GE)isanAmericanmultinationalconglomeratecorporationincorporatedinNewYorkandheadquarteredinFairfield,Connecticut.In2011,GErankedamongtheFortune500asthe26th-largestfirmintheU.S.bygrossrevenue,aswellasthe14thmostprofitable.However,thecompanyislistedthefourth-largestintheworldamongtheForbesGlobal2000,furthermetricsbeingtakenintoaccount.通用电气公司BusinessEnglishReadingBookITextANotes12.AmericanMarketingAssociation:TheAmericanMarketingAssociation(AMA)isaprofessionalassociationformarketingprofessionalswith30,000membersasof2012.Ithas76professionalchaptersand250collegiatechaptersacrosstheUnitedStates.TheAMAwasformedin1937fromthemergeroftwopredecessororganizations,theNationalAssociationofMarketingTeachersandtheAmericanMarketingSociety.Italsopublishesanumberofhandbooksandresearchmonographs.美国营销协会BusinessEnglishReadingBookITextANotes13.PeterDrucker:PeterFerdinandDrucker(1909–2005)wasanAustrian-bornAmericanmanagementconsultant,educator,andauthor,whosewritingscontributedtothephilosophicalandpracticalfoundationsofthemodernbusinesscorporation.Hewasalsoaleaderinthedevelopmentofmanagementeducation,heinventedtheconceptknownasmanagementbyobjectives,andhehasbeendescribedas“thefounderofmodernmanagement”.彼得·德鲁克（现代管理学之父）BusinessEnglishReadingBookITextANotes14.Sony:SonyCorporationisaJapanesemultinationalconglomeratecorporationheadquarteredinKōnanMinato,Tokyo,Japan.Itsdiversifiedbusinessisprimarilyfocusedontheelectronics(TV,gamingconsoles,refrigerators),game,entertainmentandfinancialservicessectors.Thecompanyisoneoftheleadingmanufacturersofelectronicproductsfortheconsumerandprofessionalmarkets.Sonyisranked105thonthe2014listofFortuneGlobal500.索尼（日本电子娱乐公司）BusinessEnglishReadingBookITextANotes15.Toyota:ToyotaMotorCorporationisaJapaneseautomotivemanufacturerheadquarteredinToyota,Aichi,Japan.In2013themultinationalcorporationconsistedof333,498employeesworldwideand,asofNovember2014,isthetwelfth-largestcompanyintheworldbyrevenue.Toyotawasthelargestautomobilemanufacturerin2012(byproduction)aheadoftheVolkswagenGroupandGeneralMotors.InJulyofthatyear,thecompanyreportedtheproductionofits200-millionthvehicle.Toyotaistheworld’sfirstautomobilemanufacturertoproducemorethan10millionvehiclesperyear.日本丰田公司BusinessEnglishReadingBookITextAQuestionsabouttheTextHowtofindthecustomers’needs?Givesomeexamples.TakeeBayandIKEAasexamples.WheneBayrecognizedthatpeoplewereunabletolocatesomeoftheitemstheydesiredmost,itcreatedanonlineauctionclearinghouse;whenIKEAnoticedthatpeoplewantedgoodfurnitureatasubstantiallylowerprice,itcreatedknock-downfurniture.Bothofthesecompaniesdemonstratedmarketingsavvyandturnedaprivateorsocialneedintoaprofitablebusinessopportunity.BusinessEnglishReadingBookITextAQuestionsabouttheText2.What’stherelationshipbetweenmarketersandmarkets?Amarketerissomeonewhoseeksaresponsefromanotherparty,calledtheprospect.Iftwopartiesareseekingtosellsomethingtoeachother,wecallthembothmarketers.(tobecontinued)BusinessEnglishReadingBookITextAQuestionsabouttheTextA“market”wasaphysicalplacewherebuyersandsellersgatheredtobuyandsellgoods.Economistsdescribeamarketasacollectionofbuyersandsellerswhotransactoveraparticularproductorproductclass.Ontheotherhand,marketersoftenusethetermmarkettocovervariousgroupingsofcustomersandviewthesellersasconstitutingtheindustry.Theytalkaboutneedmarkets,productmarkets,demographicmarkets,andgeographicmarkets;orothertypesofmarkets,suchasvotermarkets,labormarkets,anddonormarkets.BusinessEnglishReadingBookITextAQuestionsabouttheText3.Usingtheannualreportofalargefirm,youtrytodescribethefirm’sproductlineorproductmix.Doesthefirmbenefitfromitsbrandname?Openanswers

BusinessEnglishReadingBookITextAQuestionsabouttheText4.Supposeyourcorporateispreparingtopromoteanewproduct,andexplainhowtoexpanditstargetmarket.OpenanswersBusinessEnglishReadingBookITextAQuestionsabouttheText5.Explainhowabusinessusestechnologyortheinternettopriceitsproducts.OpenanswersBusinessEnglishReadingBookIBusinessEnglishReadingBookITextBHuawei’sCommitmentinEuropeBringsWin-winResultsStructuralAnalysisThestructureofthetextgoesasfollow:PartI(Para.1-2):Introductionpart.PartII(Para.3-13):IttalksaboutHuawei’srecipeforsuccess.PartIII(Para.14-19):IttalksaboutthegrowingpainsofHuawei.PartIⅤ(Para.20-29):

IttalksaboutthebrightfutureofHuawei.BusinessEnglishReadingBookIeupon,asifbyaccident;meetwith不期而遇;遭遇;对抗Ifyouundertaketheproject,youareboundtoencounterdifficulties.

如果你承接这项工程的话，免不了会遇到许多困难。BusinessEnglishReadingBookITextB

WordsandExpressionsinnovative

adj.beingorproducingsomethinglikenothingdoneorexperiencedorcreatedbefore革新的;创新的Itismuchharder,inaninnovativeeconomytoday,totellscientistswhattheyshouldbeinventing.

现在，在一个创新性的经济体中，告诉科学家他们必须创造什么困难了很多。BusinessEnglishReadingBookITextB

WordsandExpressionstelecommunicationn.systemsusedintransmittingmessagesoveradistanceelectronically电信;电通信ThiswastheresultoftheopeningofAfricantelecommunicationmarketstocompetition,coupledwithreformofthestate-ownedenterprisesandtheestablishmentofindependentregulators.它们显著扩大了电讯网络。这是非洲电讯业开放市场竞争，实施国有企业改革和建立独立管理机构产生的结果。BusinessEnglishReadingBookITextB

WordsandExpressionsendeavorvi.attemptbyemployingeffort努力；尽力Likeanyendeavor,thereisn’tarightwaytogoaboutpracticing—findthosemethodsthatworkforyou.如同任何努力一样，没有一种正确的练习方法——只有找出那些对你有效的方法。BusinessEnglishReadingBookITextB

WordsandExpressionscohesiveadj.coheringortendingtocohere;wellintegrated团结的，有凝聚力的Andgroupsthataremorecohesivearemorelikelytosurviveininteractionswithothergroups.

那些更具凝聚力的群体更有可能在同其他群体交往中继续生存下去。BusinessEnglishReadingBookITextB

WordsandExpressionsrepresentative

adj.servingtorepresentortypify有代表性的Youwillencounterdifferentcategoriesofusecasesinyourproject,soselectarepresentativeusecasefromeachcategoryearlyonandworkonit.

你将在你的项目中碰到不同的用例种类，因此尽早地从每个种类中选出一个有代表性的用例，用它进行工作。BusinessEnglishReadingBookITextB

WordsandExpressionsstrive

vt.attemptbyemployingeffort努力；奋斗That’ssomethingtostrivefor.Butevenifwecan’treachthatpoint,mostofuscouldcutbackonthenagging.这种境界是我们奋斗的目标，但是尽管我们可能达不到那个境界，我们中的大多数人仍能减少抱怨。BusinessEnglishReadingBookITextB

WordsandExpressionsTextB

WordsandExpressionssoaringadj.Iftheamount,value,level,orvolumeofsomething

soars,itquicklyincreasesbyagreatdeal.急剧增加soaringprices物价飞涨SharessoaredontheNewYorkstockexchange.

纽约证券交易所股票暴涨。BusinessEnglishReadingBookITextB

WordsandExpressionsphobia

n.ananxietydisordercharacterizedbyextremeandirrationalfearofsimplethingsorsocialsituations恐怖，憎恶；恐惧症Socialphobiasometimesrunsinfamilies,butnooneknowsforsurewhysomepeoplehaveit,whileothersdon’t.

有些社交恐惧症是家族遗传，但没有人能真正说清楚为什么有些人有而有些人又没有。BusinessEnglishReadingBookITextB

WordsandExpressionsyieldvt.giveorsupply出产，产生Butthisprocessoftenfailstoyieldthekindofresultswewant.

但这一过程往往失败，无法产生那种我们想要的结果。BusinessEnglishReadingBookITextBNotes1.TheRhine:TheRhineisaEuropeanriverthatbeginsintheSwisscantonofGraubündeninthesoutheasternSwissAlps,formspartoftheSwiss-Austrian,Swiss-Liechtensteinborder,Swiss-GermanandthentheFranco-Germanborder,thenflowsthroughtheRhinelandandeventuallyemptiesintotheNorthSeaintheNetherlands.ItisthesecondlongestriverinCentralandWesternEurope(aftertheDanube).莱茵河（西欧一条国际河流）BusinessEnglishReadingBookITextBNotes2.Vodafone:VodafoneGroupplcisaBritishmultinationaltelecommunicationscompanyheadquarteredinLondonandwithitsregisteredofficeinNewbury,Berkshire.Itistheworld’s2nd-largestmobiletelecommunicationscompany.Vodafoneownsandoperatesnetworksin21countriesandhaspartnernetworksinover40additionalcountries.沃达丰（英国电信企业）BusinessEnglishReadingBookITextBNotes3.Forsa:TheForsaInstituteforSocialResearchandStatisticalAnalysis(German:forsaGesellschaftfürSozialforschungundstatistischeAnalysembH),Forsaforshort,isoneoftheleadingmarketresearchandopinionpollingcompaniesinGermany.Itwasfoundedin1984byManfredGüllnerinCologneandisnowheadquarteredinBerlinwithabranchinDortmund;itformerlyalsohadanofficeinRiga,Latvia.福尔萨（德国最大的民意测验组织）BusinessEnglishReadingBookIQuestionsforTextBWhat’stheimpressionofHuaweiinyoureyes?Givesomecomments.OpenquestionsBusinessEnglishReadingBookIQuestionsforTextB2.WhatkindofcompanyHuaweiisinEurope?TenyearsafteropeningitsfirstofficeinBritain,Huawei,aleadingglobalinformationandcommunicationstechnologysolutionsprovider,nowhas37branches,6researchanddevelopmentcentersandabout6,700employeesinEurope.BusinessEnglishReadingBookIQuestionsforTextB3.WhatisHuawei’sadvantagecomparedwithotherfirmsinGermany?InGermany,withitsadvantageinprovidinginnovativeandcustomizedproductsandservices,theChinesecompanyworkscloselywithlocaltelecommunicationoperatorsandhasachievedremarkablesuccess,benefitingboththefirmandtheGermansociety.BusinessEnglishReadingBookIQuestionsforTextB4.WhatarethereasonsforHuawei’ssuccessinGermany?LocalizationcanearnHuaweiwiderrecognition.Huawei’scohesiveenterpriseculturealsomotivatesitslocalemployees.“Puttingcustomersfirst”isanotheringredientofHuawei’ssuccessinGermanyBusinessEnglishReadingBookIQuestionsforTextB5.IfyouarethemarketingmanagerofHuawei,howtoexpandthecollegestudentmarket?OpenanswersBusinessEnglishReadingBookIReadingComprehension1.Inadditiontolocalization,whatdoesalsomotivateHuawei’slocalemployeesinGermany?A.Huawei’scohesiveenterprisecultureB.GermanyendeavorsC.ProvidinginnovativeproductsD.ProvidingcustomizedproductsandservicesBusinessEnglishReadingBookIReadingComprehension2.ThefollowingsarethestatementsregardingHuawei’ssuccessinGermany.WhichoneisNOTcorrect?A.LocalizationcanearnHuaweiwiderrecognition.B.Huaweikeepsastart-upspiritwhichmakeslocalemployeesfeelexcitedandpositive.C.Puttingcustomersfirst.D.HighworkingefficiencyBusinessEnglishReadingBookIReadingComprehension3.Accordingtothearticle,HuaweistartsitsEuropeanmarketin________tenyearsago.A.GermanyB.BritainC.FranceD.ItalyBusinessEnglishReadingBookIReadingComprehension4.InnortheasternEurope,whendidHuaweiscorea1.5-billion-US-dollarsalesrevenue?in2005B.in2010C.in2011D.in2012BusinessEnglishReadingBookIReadingComprehension5.Accordingtothearticle,howmanyChineseenterpriseshavesetupbranchesorrepresentativeofficesinGermanynow?1000B.1300C.1500D.2000BusinessEnglishReadingBookIChineseCultureTourYuanmingyuanImperialGarden(Questionsfordiscussion)DoyouknowthestoryofYuanmingyuanImperialGarden?Whatcanwelearnfromthishistory?BusinessEnglishReadingBookIInternationalCulture