商务英语阅读（第3册）（第二版）课件 Unit 3 Product Quality

商务英语阅读3UNIT3ProductQualityLearningObjectivesUnderstandthefunctionsofonlineuserratingsandreviews.Pondercriticallytherolethatonlineuserratingsandreviewsplayinconsumers’purchasedecision-making.Learnaboutthechangingconsumersentimentfor“MadeinChina”.Reviewhow“MadeinChina”and“craftsmanshipspirit”havecounteredtheimageofbeingcheap,inferior,andunfashionable.CONTENTS01.TextA02.

TextB03.ChineseValuesHighOnlineUserRatingsDon’tActuallyMeanYou’reGettingaQualityProductTextAWarmingupCanonlineuserratingstrulyreflectproductorservicequality?Whatiscraftsmanship?Whatisyourimpressionon“MadeinChina”?WordsandExpressionsostensiblyadv.Ifsomethingisdoneostensiblyforaparticularreason,itisnotreallydoneforthisreasonbutpeoplepretendthatitis.表面上，假装地(GRE;GMAT;IELTS)ThebigbosseswenttoHawaii,ostensiblytolaunchthenewproject.WordsandExpressionsadventn.(theadventof)thetimewhensomethingfirstbeginstobewidely

used……的出现（来临）(GRE;GMAT;TEM-8)WiththeadventoftheInternetandsocialmedia,theymustnowmonitorpublicsourcesandintegratethatinformationwiththeirclinicaldata.WordsandExpressionstacticn.amethodyouusetoachievesomething手法；策略(CET-6;TEM-4)Salesmenemployallsortsofclevertacticstotryandpersuadeyou.WordsandExpressionswanevi.Ifsomethingsuchaspower,influence,orafeelingwanes,itbecomesgraduallylessstrongorimportant.（权利、影响、感觉等）逐渐减弱(TEM-8)Myenthusiasmfortheprojectwaswaning.WordsandExpressionspunchlinen.thelastfewwordsofajokeorstory,thatmakeitfunnyorsurprising（笑话、故事中最后几句点题或抛出笑料的）妙语，画龙点睛的结尾语(CET-6)Ifyouseethosesortsofcasualreferences,bearinmindtheymightjustbetheretomakeapunchline.WordsandExpressionsillusionn.somethingthatseemstobedifferentfromthewayitreallyis假象，错觉

(CET-4;TEM-4)Themirrorsintheroomgaveanillusionofgreaterspace.WordsandExpressionscoincidevi.tohappenatthesametimeassomethingelse,especiallybychance同时发生，（尤指）巧合(CET-4;TEM-4)Suspectsareinterviewedinseparateroomstoseeiftheirstoriescoincide.WordsandExpressionssophisticatedadj.asophisticatedmachine,system,methodetc.isverycleverlydesignedandveryadvancedandoftenworksinacomplicatedway（机器、系统、方法等）精密的；高级的，尖端的；复杂的(CET-4;TEM-4)Itincludesasophisticatedplug-insolutionthatturnsitintoatruedevelopmentplatform.WordsandExpressionsvariablen.avariableisafactorthatcanchangeinquality,quantity,orsize,thatyouhavetotakeintoaccountinasituation可变因素(CET-4;TEM-4)Therearetoomanyvariablesintheexperimenttopredicttheresultprecisely.WordsandExpressionsundertakevt.toacceptthatyouareresponsibleforapieceofwork,andstarttodoit着手做；承担，接受(CET-4;TEM-4)Ifyouundertaketheproject,youareboundtoencounterdifficulties.WordsandExpressionspremiumadj.premiumproductsareofahigherthanusualqualityandareoftenexpensive高端的(CET-6;TEM-8)Atthepremiumendofthemarket,businessisbooming.WordsandExpressionspenalizevt.totreatsomeoneunfairlyormakethemhaveadisadvantage不公平地对待……；使……处于不利位置(CET-6;TEM-8)Salestaxespenalizetheconsumers.WordsandExpressionsunderlying

adj.theunderlyingfeaturesofanobject,event,orsituationarenotobvious,anditmaybedifficulttodiscoverorrevealthem根本的；潜在的(CET-6)HetheorizedthattheunderlyingcauseofthewarwasslaveryStructuralAnalysisPara.MainTopicsPara.1-3Theintroductiontotheresearchofonlinereviews.Para.4Ahostofissueswith

userratings:statisticalissues,samplingissuesandevaluationissues.Para.5-6Tworesearchquestions.Para.7-11Majorfindings.Para.12-13Commentsonthefindings.NotesonTextA1.Thepunchlineisthatthetrustweplaceinstarratingsreflectsanillusionofvalidity;...关键在于，我们对星级评级的信任反映了一种有效性幻觉。illusionofvalidity表示“有效性幻觉”，是一种认知偏差，即在预测结果与输入信息之间形成没有根据的自信。NotesonTextA2.Consumerswithextremeopinionsaremorelikelytopostreviews,whichisreferredtoasa“brag-and-moan”bias.持极端观点的消费者更有可能发表评论，不过是“非吹嘘即抱怨”的偏见。Discussion1.Whatistheeffectofonlinereviewsonconsumers’purchasedecisionmaking?2.Whatistheimpactofnegativereviewsononlinebusinesses?3.Howshouldonlinebusinessesbuildtrustwithconsumers?ExercisesI.ReadingComprehension1-5DADACII.VocabularyA.1-5CAADD6-10BADCCB.1.Inlightof2.gowith3.associatedwith4.ahostof5.correspondwith6.intermsof7.stemfrom8.whenitcomesto9.rangefrom...to10.relatedtoIII.Cloze(1)emerging(2)perceptions(3)negative(4)readily(5)transition(6)shedding(7)capabilities(8)compete(9)copy(10)adaptionExercisesIV.PutthefollowingsentencesintoChinese.1.如果所有产品使用者都对产品进行打分，得出的平均评级和一部分产品使用者的平均评级是不完全统一的。2.此外，众所周知消费者对产品的质量评定不仅基于客观的产品性能，还深受其他因素影响，例如品牌形象、产品价格和包装设计。3.两者的对应关系非常小——事实上，亚马逊网站上星级较高的产品在《消费者报告》上得到更高分数的概率为57%，这只比抛硬币的概率略高。4.实际上，多数研究参与者都有这种错觉，至少在价格方面是这样的：他们认为评论者们是因为产品价格过高才给的差评，但事实恰恰相反。5.当一个销售人员给我们推荐比较贵的安全座椅时，很多人都会认为这位销售人员可能是为了拿提成才这么做的。ExercisesV.Discussion1.Onlinereviewscanimproveconsumerperceptionofshoppingsitesandproducts,attractconsumerscaringpotentially,andincreaseconsumerloyaltyandsenseofcommunitytothesite,whichallowsconsumerstomakebettershoppingdecisions.Asconsumers’guideinformation,anonymoustransmissionofonlinereviewsmakemoreconsumersarewillingtoprovidetheirownreal-lifeexperience,evenifitisanegativeone.ExercisesV.Discussion2.Negativereviewscanhaveadetrimentaleffectonyouronlinebusinessinseveralways.Firstly,negativereviewsmaydamagethebrandreputation:Anegativereviewcanquicklytarnishthebrand’simage,makingitchallengingtorecover.Researchhasshownthatevenaone-stardecreaseinratingcanresultina5-9%declineinrevenue.Secondly,negativereviewswilldeterpotentialcustomers,inthatonlineshoppersoftenreadreviewsbeforemakingapurchase,andanegativereviewcandirectlyinfluencetheirdecision.Thirdly,negativereviewsaffectsearchenginerankingsofacertainproduct:Searchenginesconsiderreviewswhendeterminingwebsiteranking.Ahighnumberofnegativereviewscanleadtolowersearchenginerankingsandreducedvisibility.ExercisesV.Discussion3.Inordertobuildtrustwithconsumers,onlinebusinessesshouldmakesucheffortsasfollows.Firstly,onlineshoppersareoftenconcernedaboutthesecurityoftheirpersonalinformation.Offeringidentitytheftprotectionenablesbusinessestoreassurecustomersandreducethelikelihoodofnegativereviewsstemmingfromsecurityconcerns.Secondly,Ensuringcustomersthattheirpurchasesareprotectedcangoalongwayinbuildingtrust.Ifaproblemariseswithapurchase,aguaranteecanhelpresolvetheissuewithminimaltimeandeffortonyourpart,preventingnegativereviewsfromfrustratedcustomers.Thirdly,pricingisacriticalfactorinthedecision-makingprocessformanycustomers.Byofferingalowestpriceguarantee,businessescanpreventnegativereviewsrelatedtopricingdiscrepanciesanddemonstratetheircommitmenttoprovidingvalue.TheReturnofCraftsmanshipinChinaTextBWordsandExpressionsbenchmarkn.alevelofqualitythatcanbeusedasastandardwhencomparingotherthings衡量基准(CET-6;TEM-8)Heroutstandingperformancessetanewbenchmarkforsingersthroughouttheworld.WordsandExpressionsmantran.aword,phraseorsoundthatisrepeatedagainandagain,especiallyduringprayerormeditation咒语；颂歌“Thinkglobal,actlocal”isapowerfulmantraforthe21stcentury.WordsandExpressionscustom-tailoredadj.madeorchangedaccordingtothebuyer’soruser’s

needs客户定制的Pavlowaswearingcustom-tailoredsuits,tooling

aroundinlimosandflyingtotheCaymansregularly.WordsandExpressionsboostv.toincreaseorimprovesomething增强，促进(CET-4;TEM-8)ThecompanyislookingforwaystoboostsalesinAsia,itsbiggestmarket.WordsandExpressionssovereigntyn.thepowerofacountrytocontrolitsowngovernment主权，最高统治权(CET-6;TEM-4)Talksarebeingheldaboutwhoshouldhavesovereigntyovertheisland.WordsandExpressionsadvocacyn.publicsupportforanidea,plan,orwayofdoingsomething倡议

(TEM-8)Wejoinedaclubthatpromotescyclingforfunandfitnessthroughadvocacyandeducation.WordsandExpressionsvigor

n.physicalormentalenergyandenthusiasm活力(TEM-4)Theywenttoworkwithyouthfulvigorandenthusiasm.WordsandExpressionsinitiativen.anewplanorprocesstoachievesomethingorsolveaproblem倡议

(CET-4;TEM-4)TheUNcalledonallpartiesintheconflicttotakeapositivestancetowardsthenewpeaceinitiative.WordsandExpressionsbolstervt.tosupportorimprovesomethingormakeitstronger增强，巩固(CET-6)Moremoneyisneededtobolstertheindustry.WordsandExpressionsrenaissance

n.anewgrowthofactivityorinterestinsomething,especiallyart,literature,ormusic复兴

(CET-6;TEM-4)Thestrategyactuallypreferreddependsontheparticipants’attitudestowardtheprospectsofafreshstartandthechancesoftheoldparadigm’srenaissance.WordsandExpressionscapturevt.totakesomeoneasaprisoner,ortotakesomethingintoyourpossession,especiallybyforce俘获，捕获；夺取，占领(CET-4;TEM-4)ThepopularmeaningofValentine’sDaycontinuestocaptureheartsaroundtheworld,evenifnotalwaysonFebruary14th.WordsandExpressionscarteblanchen.completefreedomtodosomething全权Alawpassedin1991gavethepresidentcarteblancheintheappointmentofthecommander-in-chiefandtheremovaloftopofficers.WordsandExpressionssavoir-fairen.theconfidenceandabilitytodotheappropriatethinginasocialsituation机敏Youneedbothcapitalandsavoir-fairetobeasuccessfulentrepreneur.WordsandExpressionsdeciphervt.todiscoverthemeaningofsomethingwrittenbadlyorinadifficultorhiddenway破译，辨认(TEM-8)Itisjustafactthatthingswritteninanon-standardformoflanguagearedifficulttodecipher,eveniftheyarephoneticallycorrect.WordsandExpressionselusiveadj.difficulttodescribe,find,achieve,orremember难以理解的，难以记住的；难以发现的(CET-6;TEM-8)Philosophicalargumentsaddressoneofthemostfundamentalyetelusivequestionsfacingbe_x0002_havioralscientists,namely,whatconstitutesadisorder?WordsandExpressionsbonafideadj.genuineorreal真正的；真诚的(TEM-8)Theinternationalcommunityhadanobligationtoseparatethemfrombonafiderefugees.WordsandExpressionsostentatiousadj.tooobviouslyshowingyourmoney,possessions,orpower,inanattempttomakeotherpeoplenoticeandadmireyou招摇的；夸耀的(TEM-8)Theycriticizedtheostentatiouslifestyleoftheirleaders.WordsandExpressionsmillennialn.relatingtoamillenniumortotheyear2000一千年的，千禧年的Anewbatchofyoungwomenmembersoftheso-calledMillennialgenerationhasbeenenteringtheworkforceforthepastdecade.WordsandExpressionsplastervt.tocoverasurfaceoranobjectwithsomethingcompletelyorthickly到处张贴(CET-6;TEM-8)Shehasplasteredherbedroomwallswithpostersofpopsingers.WordsandExpressionsnuancen.asmalldifferenceinsound,feeling,appearance,ormeaning细微差别(CET-6;TEM-8)Actorshavetostudythenuancesoffacialexpressiontoshowthewholerangeofemotions.WordsandExpressionslegionn.alargegroupofsoldierswhoformonesectionofanarmy军团(TEM-4)Caesar’slegionsmarchedthroughFranceandcrossedintoBritain.StructuralAnalysisPara.MainTopicsPara.1Thehistoricalandeconomicreasonsforthechangingmeaningsof“MadeinChina”.Para.2-4Favorablepolicyandenvironmentforboostingthe“craftsmanshipspirit”.Para.5-6ChallengesandproblemsofChineseluxurygoodsmakers.Para.7-11ExamplesofsomesuccessfulChineseluxurybrands.Para.12-14Theadvantagesofhomegrownluxurybrands.NotesonTextB1.Meanwhile,TheHongKong-basedluxuryfashionhouseShanghaiTangisdecipheringtheelusivecodeoftheChineseculturalheritagethroughtheuseoftheir“Metiersd’Art.”与此同时，总部位于香港的奢侈时尚品牌上海滩正在通过他们的“手工艺”破译中国文化遗产中难以捉摸的密码。NotesonTextB2.Infact,it’seasierforhomegrownluxuryplayerstobuildintuitivelyfromtheirownlocalculturethanitisforinternationalplayerstowalkatightropeofsorts:desperatelytryingtodistinguishtheirbrandinacrowdedmarketplacewhileappealingto—andnotoffending—localconsumers.事实上，本土奢侈品公司更容易凭直觉从本土文化中打造自己的品牌，而跨国公司在拥挤的市场中拼命地让自己的品牌脱颖而出，就像走钢丝，步步惊心，还要吸引，而不是冒犯本土消费者。DiscussionHowhasthemeaningof“MadeinChina”beenchanging?ExercisesI.Discussion

Thephrase“MadeinChina”,promulgatedthroughthesmallwhitestickersslappedonalmosteveryimaginableproduct,hasbeencontinuouslydefinedandredefined.Forpeoplelookingatconsumergoodswiththelabel“MadeinChina,”theymightassociateitwithlargefactory-plantsutilizingcheap,exploitablelabor,quicklychurningoutthousandsofmass-marketproducts.Inotherwords,theterm“MadeinChina”hassomehowbecomesynonymouswith“poorquality.”ExercisesI.DiscussionSince2015,theChinesegovernmenthasbeentryingtoreinventthistermwiththeir“MadeinChina2025”Campaign,whichisfocusedondevelopingChina’sdomestictechnologicalindustries,includingaerospaceandbiotechnology.Chinaisrapidlytakingalargermarketshareoftheworld’sbiggesttechcompanies,