《世纪商务英语》课件-第三章

世纪商务英语综合教程基础篇ⅡLearningObjectivesInthisunit,youarerequiredto:knowtheimportanceoftargetingnewclients;learnhowtotargetnewclients;understandthetworeadingpassagesandmastertheimportantwordsandexpressionsinthem;developskillsinusingrestrictiveattributiveclauses;learnhowtowriteTopicSentenceCompositionandOutlineComposition.TargetingClientsWarm-upListeningandSpeakingIn-depthReadingFurtherReadingUnit3PracticalWritingReal-LifePracticeDemographics:____________________________________________________________________________________________Psychographics:____________________________________________________________________________________________Age,Location,Gender,Incomelevel,Educationlevel,Maritalorfamilystatus,Occupation,EthnicbackgroundPersonality,Attitudes,Values,Interests/hobbies,Lifestyles,Behavior1._____________________________________2._____________________________________3._____________________________________4._____________________________________5._____________________________________6._____________________________________thosewhousecomputers,suchasITprofessionals,teachers,secretaries,etc.youngwomenwhitecollars,youngpeople,etc.elderlypeople,hospitalsorclinics,etc.motherswithchildrenunder3sportsfans,sportsplayers,etc.Script(1)What’sthewoman’sproblem?

A.Shefailstokeepincontactwiththeman.

B.Thelistofpotentialclientsistoolong.

C.Shecannotgivethemansomeadvice.

D.Shecannotfinishherworkontime.(2)What’stheadvantageofadvertisingaccordingtotheman?

A.It’snothard.

B.It’scheap.

C.It’seffective.

D.It’seye-catching.(3)Whatistheequivalentof“peopleclickingthroughonyouremail”?

A.Raisingtheirhands.

B.Usingamarketingemailsystem.

C.Openingtheemails.

D.Solvingtheproblem.(4)Whichofthefollowingsearchenginesisnotmentionedintherecording?

A.GoogleAdWords.

B.Yahoo.

C.Bing.

D.Baidu.(5)Howmanypiecesofadvicedoesthemangivetothewoman?

A.3.

B.4.

C.5.

D.6.BackWoman:Wow,thislistofpotentialclientsissolong.Itconsistsofanyonewhosebusinessproblemsourcompanycansolve.Canyougivemesomeadviceonhowtosuccessfullydomarketing?Man:It’sreallynotthathard.Firstly,youcanturntoadvertising.

Ifyoudon’thavealargebudget,youcanusetradejournalsoronlinepublications.Thoughitisexpensive,advertisingisgenerallyoneofthemosteffectivewaystodomarketing.Woman:Yes,youaredefinitelyright.Advertisingisreallycostly.Arethereanyotherways?Man:Well,youmayconsiderusingamarketingemailsystemtotrackthosewhoopenstheemailsandclicksthroughtoyourwebsite.“Peopleclickingthroughonyouremail”istheequivalentof“raisingtheirhands”.Woman:Oh,gotit…usingamarketingemailsystem.Whatelse?Man:

YoucanalsouseSearchEngineMarketing,suchasGoogleAdWords,YahooorBing,

topromoteyourbusiness.Oneofthebestpartsaboutpaidsearchisthatyourcompanycansetitsownbudgetandhighlydefineitstargetclients.Woman:Isthereanythingmoreenjoyableorfunny?Man:Tradeshows.

Ifyouhaveabudgetlargeenough,youmightwanttoparticipateintradeshows.Youmayevenwanttomailapre-showoffertoattendeestoencouragethemtocomebyyourbooth.Woman:Enjoyableandfunny,butexpensive.Man:Lastbutnottheleast,youcanwritearticlesaboutsomethingofvalueinyourindustryandgetthempublishedinprintandonlinemedia.Companiesbuyfromexperts,andtheseexternalsourceswillgiveyouadditionalcredibilitywithclientsyoudon’t

know.Woman:Wow,it’sreallynicetalkingwithyouandthankyouverymuchforthevaluableadvice.Man:It’smypleasure.ScriptannoyingtheyknowDirectemailssolvetheirproblemsnolongerSpeaker1:Directsales.

Calloremailyourprospectstocheckthestatusoftheirneedandyoursolutiontoit.There’snothingwrongwithbeingaggressive;justdon’tbecomeannoying.What’sthedifference?Keeptrackofthelasttimeyoucontactedthemandwhentheycalledyou.Don’tcallmorethantwicetoeveryunansweredcallfromthem.Ifthesetwocallsaren’treturned,youcancalleveryfewweeksforamonthorso.Ifthereisnoanswerorreply,thenyounolongerhavearealprospect,andyouneedtomoveontootherinterestednamesonthelist.Speaker2:Referrals.

Therightcustomerforyoumaynotbetheprospectthemselves,butsomeonetheyknow.Stayinfrontofthem,sotheywillbethinkingofyouthenexttimeanassociateoftheirscanuseyourservices.Youcanalwaysaskforreferralsattherighttime.Atlunch,youcansay,“Doyouknowanyoneelsewhomysolutionmayhelp?”Speaker3:Directemailorpostalmail.

Sendthemindustryinformationorarticlesofinterestsotheycancontinuetoseeyouastheexpertwhocansolvetheirproblems.Aswiththeothertactics,it’scriticaltobecomeconsistentatthistypeofweeklymarketing.Speaker4:Education.

Useasystematicmarketingplanwhereyourcompanycanbringexpertvaluetoprospectsandcustomersonamonthlybasis(notsellingfeatures).Customersnolongerwanttobesold;theywanttobeeducated.Back

Weallthinkwhenwe(1)____________inbusinessthatweknowwhoouridealclientsare.Butdowe?Anidealclientinyourmarket,isonewhoseesvalueinwhatyoudo,hasneedforyour(2)_____________________andhasimpetustoact.ApersonwhowantsaFerrariisnotthe(3)_______________unlessheorshehasthecapitaltomakethepurchase.Similarly,apersonwhounderstandsthevalueofyourcompany,buthasnoneedforyourproductorservice,isnotanidealcustomer,either.

Acustomermustneedyou,understandyourvalueandbe(4)_______________.Withoutthesethreefactors,eventhoughpeoplemaybuyfromyou,theyarenotidealclients,soyoumaybewastingtimeandenergyfocusingonthem.

Takeamomentandthink.Whoarethepeoplewhoconsistently(5)____________your

productorservice?Whydotheydoso?Dotheyhavecommontraits?Whatarethethingsaboutyourproductorservicethatmattermosttothem?Iftheypurchasetimeandtimeagain,why?Ofallthe(6)_____________________intheworld,whydotheykeepcomingbacktoyou?

Whenyouunderstandtheanswerstothosequestions,youwillnotonlybetterunderstandyourvalueinthe(7)

_______________

,butwhoyouridealcustomersareaswell.startoffScriptproductorserviceidealclientreadytoactpurchasechoicestheyhavemarketplace

Weallthinkwhenwestartoffinbusinessthatweknowwhoouridealclients

are.Butdowe?

Anidealclientinyour

marketisonewhoseesvalueinwhatyoudo,hasneedforyourproductorserviceandhasimpetustoact.

ApersonwhowantsaFerrariisnottheidealclientunlessheorshehasthecapitaltomakethepurchase.Similarly,apersonwhounderstandsthevalueofyourcompany,buthasnoneedforyourproductorservice,isnotanidealcustomereither.

Acustomermustneedyou,understandyourvalueandbereadytoact.

Withoutthesethreefactors,eventhoughpeoplemaybuyfromyou,theyarenotidealclients,soyoumaybe

wastingtimeandenergyfocusingonthem.

Takeamomentandthink.

Whoarethepeoplewhoconsistentlypurchaseyourproductorservice?

Whydotheydoso?

Dotheyhavecommontraits?

Whatarethethingsaboutyourproductorservicethatmattermosttothem?

Iftheypurchasetimeandtimeagain,why?

Ofallthechoicestheyhaveintheworld,whydotheykeepcomingbacktoyou?

Whenyouunderstandtheanswerstothosequestions,youwillnotonlybetterunderstandyourvalueinthemarketplace,butwhoyouridealcustomersareaswell.

BackReadthepassageandanswerthefollowingquestions.(1)Whatistheauthor’smainpurposeoftellingthisstory?(2)Whydidtheauthor’scompanywanttocooperatewithCompaqComputer?(3)Whatwastheopportunityfortheauthor’scompanytostandoutfromtheothers?(4)Whatdidtheauthordowhenhewasturneddownbyhisowncompany?(5)Wastheauthor’sfirstbigcustomersatisfiedwithhiswork?WhyorWhynot?MyFirstBigCustomer

Likeitornot,weallcompeteinaglobalmarket.Andwhilethebarrierstoentryhaveneverbeenlower—thankstotheInternet—thatalsomeanswefacemorecompetitionthaneverbefore.Tohelpyougainacompetitiveedge,here’sastoryabouthowIbeattheoddsandwonmyfirstbigcustomer.

Backintheearlydaysofthepersonalcomputer,Ihadanopportunitytopitchmycompany’sproductsatthefastest-growingcompanyintheindustry,CompaqComputer.Allthebigsemiconductorchipmakerswantedapieceofthishotcompany’sbusinessandminewasnoexception.SoIflewtoHoustonandmetwithCompaq’sPCdevelopmentteam.ItwasthefirsttimeIhadevervisitedabigpotentialcustomeronmyown.Iwasterrified.

Asitturnsout,nearlyallthecustomchipsinCompaq’sPCsusedstandardindustrytechnology,sotherewasnowayformetodifferentiate.Besides,thecompanywashappywithitsexistingvendors.Atfirst,Ithoughtwewerescrewed.

ButtherewasanewmanufacturingprocessCompaqneededforacoupleofhigh-endchips,andminewasoneofonlyafewcompaniesthathadit.Theproblemwasthesoftware.Nobodyhadyetdevelopedthetoolstodesignchipswiththisnewtechnology.

Iimmediatelyknewthatwastheoneandonlyopportunitytogetourfootinthedoor.SoIwentoutonalimbandpromisedtodeliverit,evenwithacommitmentontheirpart.

WhenIgotbacktotheofficeImadeanotherpitch,thistimetomyowncompanytofasttrackthesoftwaredevelopmentforwhatIhopedwouldbecomemyfirstbigcustomerwin.Theyturnedmedownflat,saidtheydidn’thavetheresourcestocommitonahopeandaprayer.

Iwasdevastated.ButIdidn’tgiveup.Imadeacommitment,andI’dbedamnedifIwasn’tgoingtofindawaytomakeithappen.SoIdecidedtodevelopthesoftwaretoolsCompaqneededmyself.InadditiontomyregularjobIworkedlongnightsforthenextmonthortwo(itwasalongtimeago)andultimatelydeliveredthegoodsasIsaidIwould.

Compaqwassoimpressedwiththesupportthattheynotonlyawardedustheirhigh-endchipbusiness,butultimatelygaveusabigshareoftheirstandardcustomchipsaswell.AndasCompaqgrewtobecomeoneofthetopPCmakersintheworld,itbecameoneofmycompany’sbiggestcustomersintheU.S..

AndwhileIwentontorunmarketingandsalesforanumberofhigh-techcompanies,bigandsmall,thelessonsIlearnedfromthatoneepisodesetthetonefortherestofmycareer.They’veservedmewellovertheyearsandItrustthey’lldothesameforyouandyourbusiness.Part1Decidewhetherthefollowingstatementsaretrueorfalse.WriteTfortrueandFforfalse.TFFTTPart2Readthepassageagainandfilloutthetablebelow.wasterrifiedtodifferentiatetheoneandonlyopportunityturnedmedownflatdevelopthesoftwaretoolsCompaqneededmyselfPart1Matchthewordsontheleftwiththedefinitionsontheright.Part2Completethefollowingsentenceswiththewordsgiveninthebox.Changetheformwherenecessary.

(1)OnlybykeepingdowncostswillAmericamaintainits_________________

advantageoverothercountries.

(2)Wemadea_________________

tokeepworkingtogether.

(3)Wewerevery_________________

withyourhandlingofthisaffair.

(4)ThePresidentspeaksinNewYorktoday,makinganother_________________forhiseconomicprogram.

(5)Dutiesandtaxesarethemostobvious_________________tofreetrade.

(6)ThethreedaysFrancehastopreparecouldgivethemthe_________________

overEngland.

(7)Theonlywayto_________________yourselfinthecompetitionisthroughservice.competitivecommitmentimpressedpitchbarrieredgedifferentiateTranslatethefollowingsentencesintoChinese.

(1)Allthebigsemiconductorchipmakerswantedapieceofthishotcompany’sbusinessandminewasnoexception.

_______________________________________________________________________________________________

(2)Asitturnsout,nearlyallthecustomchipsinCompaq’sPCsusedstandardindustrytechnology,sotherewasnowayformetodifferentiate.

_______________________________________________________________________________________________

(3)ButtherewasanewmanufacturingprocessCompaqneededforacoupleofhigh-endchips,andminewasoneofonlyafewcompaniesthathadit.

_______________________________________________________________________________________________

(4)Compaqwassoimpressedwiththesupportthattheynotonlyawardedustheirhigh-endchipbusiness,butultimatelygaveusabigshareoftheirstandardcustomchipsaswell.

_______________________________________________________________________________________________

(5)AndwhileIwentontorunmarketingandsalesforanumberofhigh-techcompanies,bigandsmall,thelessonsIlearnedfromthatoneepisodesetthetonefortherestofmycareer.

_______________________________________________________________________________________________那时所有大型半导体芯片制造商都希望得到这家炙手可热的公司的一部分业务，我的公司也不例外事实证明，康柏个人电脑中几乎所有的定制芯片都采用标准的工业技术，我们的产品没有办法与众不同但是康柏公司有一些高端芯片需要一种全新的制造工艺，而我的公司是仅有的几家拥有这种工艺的公司之一我给康柏公司提供的支持软件给他们留下了很好的印象，所以他们不仅把高端芯片业务给了我们，最后还把很大一部分标准定制芯片业务也给了我们在我后来管理一些大大小小公司的市场营销和销售业务时，我从这次经历所学到的东西给我以后的职业生涯定下了基调限定性定语从句(RestrictiveAttributiveClauses)一般的简单句会用一个形容词做定语来修饰一个名词，但当定语成分太过复杂而不能只用单个形容词担当时，就要借助于一个句子来做定语修饰名词。由句子担当定语，对被修饰的先行词进行限定、制约，使该词的含义更具体、更明确，我们称之为限定性定语从句。例如：Theoldmanhasasonwhoisinthearmy.那位老人有一个在部队工作的儿子。在限定性定语从句中，有两个比较重要的概念。以上句为例，主句是Theoldmanhasason；定语从句为“whoisinthearmy”，相当于一个形容词，做定语修饰名词“ason”，且从句和主句是由who来连接的。在定语从句中，“ason”被称为先行词，指被定语从句所修饰或限制的对象；“who”被称为关系词，即指代先行词，并在定语从句中充当一定成分的代词或副词。

从上面的解析不难看出，关系词在限定性定语从句中很重要，是连接主句和从句的关键。关系词可以分为关系代词和关系副词，下面我们一起来进一步地学习。

I.关系代词主要有：who,whom,whose,which,that。

A.当先行词为人时，可用关系代词who,whom,whose和that。

a.若关系代词在从句中做主语，选用who或that。

b.若关系代词在从句中做宾语，选用whom(首选),who或that。

c.若关系代词在从句中做定语,表示人的所有关系，选用whose或ofwhom。

B.当先行词为物时，可用关系代词which,that或whose。

a.若关系代词在从句中做主语或宾语，选用which或that。

b.若关系代词在从句中做定语,表示物的所有关系，选用whose或ofwhich。综上所述，当先行词为人和物时，若在从句中做主语或是宾语，这时可选用关系代词that，做定语时用whose.

II.关系副词主要有：where,when和why。

A.当先行词为表示地点的名词时，定语从句由关系副词where引导。

B.当先行词为表示时间的名词时，定语从句由关系副词when引导。

Platolivedatatimewhenphilosophywasveryfashionable.

C.当先行词为表示原因的名词时，定语从句由关系副词why引导。需要注意的是，限定性定语从句不能被省略，否则句意就不完整。例如：Imetsomeonewhosaidheknowsyou.

SamplesfromthePassage:

1.ButtherewasanewmanufacturingprocessCompaqneededforacoupleofhigh-endchips,andminewasoneofonlyafewcompaniesthathadit.

2.SoIdecidedtodevelopthesoftwaretoolsCompaqneededmyself.

3.AndwhileIwentontorunmarketingandsalesforanumberofhigh-techcompanies,bigandsmall,thelessonsIlearnedfromthatoneepisodesetthetonefortherestofmycareer.CompletethesentencesbytranslatingtheChinesewordsinbracketsintoEnglish.

(1)Foranyorder______________________________(金额超过5万美元),wewillallowa3%specialdiscount.

(2)Asyouknow,weoperateinahighlycompetitivemarket____________________________________(我方不得不把价格降到最低).

(3)Thefirstmeeting______________________(我们即将参加的)willbeheldintheafternoon.

(4)TheChinesedelegations______________________________(被派去欧洲的)willnegotiatetradeagreementswiththerespectivecountries.

(5)Thiskindofbookisforchildren______________________________(其母语是汉语).whosevolumeexceeds$50,000inwhichwehavebeenforcedtocutourpricestotheminimumwewilltakepartinwhohavebeensenttoEuropewhosenativelanguageisChineseAfterlearningthepassage,youmusthavegotyourownunderstandingabouthowtowinyourcustomersoverandexpandyourbusiness.Workwithyourpartner,discussthefollowingtopicandwritedownyourideas.AreYouReadytoMeetYourNextCustomer?

OnedayIwasreturningtotheofficefromaclientmeeting,whenIsuddenlynoticedthatmycar’slowtirepressurelight

flicked

on.Iquicklymademywaytoagasstationtocheckthetirepressure.That’swhenIfoundthatoneofmytireshadaprettybadpunctureandwassteadilylosingair.Unfortunately,Iwasn’tanywherenearatireshop,soIputairinthetireandhoppedbackinthecartocontinuethedrivebacktotheoffice,whichalsohappenedtohaveseveraltireshopsnearby.

Atthismoment,Iquickly(butunknowingly)madethetransitionfrom“driver”to“newtirecustomer”.Anditwasatthatpointthatanearbytireshop’smarketingstrategywentintoaction.Theywerereadytomeettheirnextcustomer.

Asadigitalmarketer,Italkalotwithclientsabouttheneedtohaveastrategyfortheirdigitalmarketingeffortsandwhattheyneedtodotoexecutetheircampaigns.Formany,ournaturalinclinationistoresiststructureandtrytowingit.Butthatisn’tgoingtocutitwiththeirdigitalmarketingefforts.Theyhavetoplan,toprepare,toexecute,everysingleday.

Thelocaltireshopwasprepared.Theyinvestedthetimeinstrengtheningtheirorganicsearchposition.Theyfocusedontheirbrandnameandthetopicswithwhichtheywantedtobeassociated.

AsIdrovedowntheroadtryingtogetbacktotheofficeandairwasleakingoutofmytire,IusedGoogleNowtoaskmyphonefortireshopsnearbymyoffice.WhileIwaswaitingatastoplight,Iglancedattheresultsandnoticedthefirstlisting.ItwasanameIwasfamiliarwith(remember:brandingisstillimportant!),alocationjustacrossthestreetfrommyofficeandtheyhadaclick-to-callphonenumber.Itouchedthe“call”buttonandwasinstantlyconnectedtothestore.Ispokewithaveryhelpfulgentlemanwhotalkedmethroughoptionsandpricingforanewtire.

WithinminutesIwasintheparkinglotofthetireshopandspeakingwiththesamepersonIwasjusttalkingwithonthephone.Hetookalookatmysituationandconfirmedtheneedforanewtire.Theyquicklygotmeinoneofthebays,swappedmytireforanewoneandhadmebackontheroad.

Thetotaltimeforthispurchasefrom

start

to

finishwasabout90minutes.Butinreality,thetireshop’sinvestmentwasquiteabitlonger.Theyhadtotakethetimetoorganizetheirdigitalpresence.Theyinvestedintheassetsandinformationthatwouldhavethemintheproverbial“rightplaceattherighttime.”

Inshort,theywerereadytomeettheirnextcustomer.It’snotgoingtobeeasy,butitwillbeworthit.Rearrangethefollowingstatementsinproperorderaccordingtothepassage.C-A-B-E-G-F-DCompletethefollowingsentenceswiththewordsgiveninthebox.Changetheformwherenecessary.

(1)Shehadneitherthetimenorthe_________________

tohelpthem.

(2)She_________________thedustoffhercollar.

(3)Iftheworldistoavoidenvironmentalcatastrophe,advancedeconomiesmustundergoaprofound_________________.

(4)Despitetheheat,he’d_________________

hisoverallsforasuitandtie.

(5)Pleasewriteto_________________

yourreservation.

(6)Ihada_________________

onthewayandarrivedlate.inclinationflickedtransitionswappedconfirmpunctureTranslatethefollowingsentencesintoEnglishwiththehelpoftheEnglishwordsin

brackets.

(1)我迅速赶到会议室，发现会议已经开始。(makeone’swayto)_______________________________________________________________________________________________

(2)这篇文章主要讨论如何有效执行公司的宣传活动。(execute)_______________________________________________________________________________________________

(3)我想把这件毛衣换成一件其他颜色的。(swap)_______________________________________________________________________________________________

(4)你来预订，我会去函确认。(confirm)_______________________________________________________________________________________________

(5)这次宣传运动从头到尾都受到严格的控制。(fromstarttofinish)_______________________________________________________________________________________________Makingmywaytotheconferenceroomhurriedly,Ionlyfoundthatthemeetinghasstarted.Thispapermainlydiscusseshowtoeffectivelyexecutethecampaignofabusiness.IthinkI’llswapthissweaterforoneinanothercolor.Youmakethereservation,andI’llconfirmitinwriting.Thecampaignwasstrictlycontrolledfromstarttofinish.

(1)Thetireshop’sinvestmentwas_______________________

.

(2)Theyinvestedthetimeinstrengthening________________________________.

(3)Theyfocusedon_______________________

andthetopicswithwhichtheywantedtobeassociated.

(4)Theyhadtotakethetimeto__________________________________

.

(5)Theyinvestedin______________________________

thatwouldhavethemintheproverbial“rightplaceattherighttime.”quiteabitlongerPart1Completethefollowingstatementswithnomorethan4wordsaccordingtothepassage.theirorganicsearchpositiontheirbrandnameorganizetheirdigitalpresencetheassetsandinformation

Part2MakeapresentationonwhatabusinessshoulddotogetreadyformeetingprospectivecustomersbasedontheinformationgiveninPart1.常见作文题型解析（二）一、主题句