《实用商务英语》Unit4

1、实用商务英语,Practical Business English,Unit Four,Section A Listening and Speaking Business Dinner Section B Reading Business Advertising Section C Business Writing Invitation Letters and Cards,Targets,Section A Listening and Speaking,Business dinner,how to recommend dishes?,what is the western dining man

2、ner?,how to make a toast?,. Remember the words, phrases and sentences related to business dinner. Do you have any recommendations? Can you recommend some dishes? Sumptuous sm(p)tjs 豪华的 Mutton mt()n 羊肉 Hindu （不吃beef） Can you think of other taboos that embraced in the religion?,Part One Warming-up Exe

3、rcises,Braise 炖 sparerib 排骨 Clay 黏土 pot 锅 sauteed 嫩煎 XO酱是黄炳华（江苏吴江人）先生发明的一种调味料，采用数种较名贵的材料研制而成。XO酱首先出现于1980年代香港一些高级酒家。,Mutual mjutul Date 枣椰 Toast 干杯，吐司 if you want to invite foreign guest to have dinner, what you should do firstly? to know about Chinese food,Chinese food,Do you know how many cuisines

4、(菜系) in china? There are eight main regional cuisines, Eight Great Cuisines (八大菜系): Anhui, Guangdong, Fujian, Hunan, Jiangsu, Shandong, Sichuan, Zhejiang. Except the Eight Great Cuisines , Beijing Cuisine and Shanghai Cuisine are also famouse from China and abroad.,Shandong Cuisine,Shallot and garli

5、c are usually used as seasonings（调味品） pungent usually. Typical Courses: Birds Nest Soup; the Yellow River Carp in Sweet and Sour Sauce,Sichuan cuisine,one of the most famous Chinese cuisines in the world. spicy and pungent flavor, chili. Pepper and prickly-ash 花椒 ,garlic蒜, ginger姜 and fermented soyb

6、ean are also used in the cooking process. Typical Courses: Hot Pot; Kung Pao Chicken; Twice Cooked Pork; Mapo Dofu,Guangdong Cuisine (Cantonese Cuisine),Tasting clear, light, crisp and fresh Its basic cooking techniques include roasting, stir-frying, sauting, deep-frying, braising, stewing and steam

7、ing. TypicalCourses: Sharks Fin Soup; Roasted Piglet小猪,Fujian Cuisine,distinguished for its choice of seafood beautiful color magic taste of sweet, sour, salty Typical Courses: Buddha Jumping over the Wall; sweet and sour lychees,Vocabulary different ways to cook,（用水）煮的 烤的（如肉类） 红烧的 煎的 油炸的 爆炒的，用旺火煸的

8、炖的 蒸的,嫩煎的 烘的 焖，（用文火）炖 熏的 文火炖的，煨的 铁扒烤的,Vocabulary different ways to cook,boiled（用水）煮的 roasted烤的（如肉类） braised with soy sauce红烧的 shallow-fried煎的 deep-fried油炸的 stir-fried爆炒的，用旺火煸的 stewed炖的 Steam 蒸,Saute: 嫩煎的 baked烘的 braised焖，（用文火）炖 smoked熏的 simmered文火炖的，煨的 grilled铁扒烤的,Chinese Food vs. American Food,Dail

9、y diet features Diet concept Dinning etiquette,Chinese daily diet features:,1.staple food is rice, flour and cereals 谷类 based. 2.Dishes are based on livestock牲畜 Poultry, vegetables, aquatic products水产品, and seafood and dry goods.,3.Color, smell, taste, style, quality and other organic combination有机结

10、合. 4.Common spices调味料 are soy sauce, vinegar, sugar, salt, monosodium味精 a variety of spices, sauces, etc.,what about Americans?,American daily diet features:,Breakfast,Lunch,Dinner,According to a survey of Western botanists植物学家, Chinese eat 600 more kinds of vegetables than in the West. USA male ave

11、rage weight 86kg female 74kg Chinese male average weight 65kg female 51kg Twice calorie each meal.,Diet concept:,Questions: what is the most different things between diet culture of American and that of china,Chinese diet concept:,Food the first. Chinese often seated around a table. “Harmony” the Co

12、nfucian cultural values.,collectivism,American diet concept:,Americans usually seated a rectangle table. Everyone has his own food and plates. Tend to communicate with neighbors or opposites.,individualism,Unhealthy: Junk Food,American diet concept:,Save time: Fast Food,Dinning etiquette:,Table mann

13、ers are the rules of etiquette used while eating, which may also include the appropriate use of utensils. Different cultures observe different rules for table manners.,Dinning etiquette:,How to use the utensil ? 西餐就餐礼仪.flv,Dinning etiquette:,The arrangement of utensil is up to the courses From the o

14、utside to inside Dip the soup away from you American : put utensil between them (temporarily left) paralleled ,right side (finished) Switch the fork usually European: fork always held by right hand Put utensil crossed (temporarily left) Paralleled, right side (finished),Find faults,03000201004DAD4DB

15、5CA3C019BE5645B92BF4B-FEBB-347E-7AC6-01FBEEF1BF62.flv,. Imitate and memorize the following dialogues.,Recommend dishes 推荐菜式 Lamb with French beans 羊肉和四季豆 Braised sparerib and chicken in clay pot 干锅排骨鸡 Saut Lily and green vegetable in XO sauce 酱炒海茸百合 Would you like. How about. Enough , sounds delicio

16、us, I would like to, be fine for me.,1.Proposing a toast Cheers! Lets drink to our friendship. Heres to our success at the fair. Heres a toast to your promotion. May I propose a toast to our distinguished guests.尊贵的客人 Id like to propose a toast to our friendly co-operation.,2.Taking orders and doing

17、 the ordering May I take your order, please? Would you like to order now? Have you decided on something, madam? 问饮料： What kind of soups do you have? Anything to drink? What wine would you like to have? Answer： May I have a bottle of Zhujiang Beer? Of course, Ill be right back with it.,3.Commenting o

18、n the food How do you like the food? What do you think of the fish? This food is the best that Ive ever tasted. 4.Dinner Talk Please make yourself at home. Help yourself to whatever you like. No thanks. Ive had enough. Im full. I have no room for ice cream.,5.Settling the bill Please bring me the bi

19、ll. Can I pay by travelers cheque? Whats this amount for? Its the service charge 服务费. Its my treat. 我请客 Let me get the bill. Lets go Dutch. AA 制 （algebraic average Lets go fifty-fifty Lets split the check/bill,. Discuss the following questions with your partner. 1. What is the normal practice for ma

20、king invitations in Chinese culture? (e.g. who pays and who decides where to go?) 2. Do you know some differences between Chinese culture and western culture? If you do, share them with your partner.,. Listen to Dialogue 1-5 and choose the appropriate answer to each of the questions. . Listen to Dia

21、logue 6 and fill in the blanks with the exact words you have just heard from the recording. . Listen to Dialogue 7 and fill in the blanks with the exact words you have just heard from the recording.,Part Two Dialogues,. Oral practice. 1. Listen to Dialogue 6 again, and then work in pairs to make a d

22、ialogue about dining with your friend or others. 2. Listen to Dialogue 7 again and then make toasts, for example, toast to your parents on their marriage anniversary, to your friend on his or her birthday, to the guests on your marriage day, to your business guests, etc.,. Listen to Passage 1 carefu

23、lly and fill in the blanks with the exact words you have just heard from the recording. . Listen to Passage 2 carefully and decide whether the following statements are true or false. Write “T” for True and “F” for False in the brackets provided.,Part Three Passages,. Oral practice. 1. Listen to Pass

24、age 1 again, talk about the ways of making, accepting and declining invitations politely with your partner and then make a phone dialogue, supposing that one is making an invitation and the other is accepting or refusing it. 2. Listen to Passage 2 again and talk about what we should and shouldnt do

25、when having dinner with others, especially westerners.,. Listen to the following song and fill in the blanks with the exact words you have just heard from the recording. The One You Love . Listen to the song again and sing along.,Part Four Relax and Enjoy,Section B Reading,Pre-reading Discussion: 1.

26、 Discuss with your partner about the advertisement that has impressed you most. 2. Cooperate with your partner to design a TV ad for a mobile phone and present your design to your class.,Text,1 A well-planned and properly-executed marketing program should include a sufficient commitment of capital r

27、esources to an on-going, well-executed advertising program. 2 Every ad you run must result in increased sales and profits and an enhanced image of your company. 3 Very few businesses are prepared or qualified to produce quality advertising. 4 If your resources are limited, dont feel lost. 5 One of t

28、he oldest and most useful formulas for ad design takes its name from the opera Aida by Giuseppe Verdi. 6 In its simplest form this formula serves as a structural blueprint.,How Can You Create Advertising That Sells,7 ATTENTION: Hit your prospect right between the eyes with a magic wand. 8 INTEREST a

29、nd DESIRE: You build interest in your product or service (and the desire to buy) by making the customer a compelling offer and by describing as many benefits as possible in simple and interesting terms. 9 ACTION: Now comes the moment of truth. 10 When writing your ad to a business-to-business audien

30、ce, you should keep in mind the six key benefits most likely to get attention: (1) Save money; (2) Save time; (3) Increase sales; (4) Increase profits; (5) Enhance image; (6) Boost cash flow. 11 Remember, bad advertising, no matter what the media is, is an unproductive expense.,New Words Phrases and

31、 Expressions Proper Nouns,1. Every ad should make the customer a solid offer and give the customer sound reasons to buy from you now. 2. As we expand on each of these elements individually, youll discover for yourself how to apply the formula to your specific situation. 3. In direct response marketi

32、ng, this will involve a coupon for mail orders, a toll-free order line, an e-mail address, an on-line order form, a fax order lineany means to make it easy and simple to order!,Notes,广告中的文化因素 广告的本质是推销，具有商业目的。然而，作为一定社会文化的产物，广告又必然具有文化性。任何一个社会的广告无不带有社会文化的痕迹。不同民族社会的哲学观念、思维模式、风俗习惯、伦理道德、社会制度乃至宗教信仰等，都不可避免地

33、会对广告产生影响。 不同文化背景下应采用不同的广告策略。 广告已经形成了一种独特的文化现象。广告与文化的作用是双重的。,Business Background Tips,品牌的战略性召唤企业的品牌意识。 跨国企业的品牌意识体现了企业文化。 在世界经济一体化的过程中，中国企业低成本和低价格的优势不复存在，中国企业已经开始参与国际竞争。 企业要经营好自己的品牌，首先要有过硬的质量，其次要有完善的服务。,. Fill in the blanks without referring to the original text. Then check your answers against the te

34、xt. . Tell whether the following statements are true (T) or false (F) according to the text. 1.No matter how it is designed, every ad can bring profits to the company. 2.A solid offer should be given in the ad to the customer. 3.Youd better create advertising by yourself rather than hire a qualified

35、 ad designer. 4.The most important element of your ad is the body copy, which provides information about your product or service. 5.Good advertising can help you gain more in the future while bad advertising is simply a waste of money.,Exercises,. Match each word in Column A with the appropriate def

36、inition in Column B. . Decide the nature of the clause introduced by “as” in each of the following sentences, and then translate the complete sentences into Chinese. . Translate the following sentences into Chinese, paying attention to the italicized words and phrases. . Translate the following sent

37、ences into English, using the given words or phrases.,Pre-reading Discussion: 1. Which would you prefer, radio advertising or TV advertising? And why? 2. Besides radio advertising and TV advertising, do you know any other form of advertising? Try to list at least three more and discuss with your par

38、tner about their advantages as well as disadvantages.,Case Study,Radio advertising vs. television advertising 1 Many new advertisers assume that they should start on radio and “move up” sometime later to TV. Radio vs. TV 2 Hey, I love radio. I started this business in radio, at the University of Tex

39、as campus station, in 1963. 3 Theres a problem. My clients usually want their phones to start ringing the first time their commercial runs, and keep ringing, and ringing and ringing. 4 Thats probably because most radio listening is car listening. People hear the commercials and resolve to call later

40、 but then they forget.,Direct Response Advertising: Radio vs TV,5 And television has one very important benefit that radio does not have: Every person watching television has immediate access to a phone, paper and pencil. 6 On the other hand, radio can work very welland, apparently, does work (or se

41、ems to work) for many advertisers, otherwise, radio rates would not be so high. 7 If you have been using television for a while, radio advertising can be a way to reach new prospects who might not know about you. 8 But, in general, you will probably have to wait longer for the calls to come than you

42、 would if you were using “immediate response” television to reach your prospects.,New Words Phrases and Expressions Proper Nouns,How to Understand Relations between Parts of a Text 阅读的最终目的不是理解阅读材料中单个的单词或者某个句子，而是要理解句与句之间的关系，实现篇章层次上的整体理解与把握。衔接指篇章内句子里的某些词或语法特征，是将某个句子和其前后的句子连接起来的手段和方式，在语篇理解中具有重要的作用。常见的衔

43、接手段（cohesive devices）有以下五种： 指称(reference) 替代（substitution） 省略（ellipsis） 连接（conjunction） 词汇衔接（lexical cohesion）,Reading Strategies,. Tell whether the following statements are true (T) or false (F) according to the text. 1.New advertisers always believe that they should start on TV instead of on radio

44、. 2.Youd better choose radio advertising if you want to get instant response. 3.Car listening refers that people listen to the radio while they are driving the cars. 4.Radio advertising doesnt work well, thats why radio rates are kept low all the time. 5.The television reach is too general when spec

45、ific audiences are targeted.,Exercises,. Fill in the blanks with the words given below. Change the form where necessary. . Identify and analyze the cohesive devices employed in the following passage. . Read the passage below and choose the best sentence from the list to fill in each of the gaps. Do

46、not use any letter more than once. . Translate the following sentences into English, using the given words or phrases.,Section C Business Writing,To invite such people as your clients, colleagues or friends to participate in a meeting, a party, or other activities, it is a custom to extend invitatio

47、ns in advance. Extending invitations is very common in ones daily life. There are many ways to extend the invitation. For example, there are written invitations as well as oral invitations. This chapter will discuss the writing of invitation letters and invitation cards.,Invitation Letters and Cards

48、,I. Invitation Letters（邀请函） 1. The content of invitation letters（邀请函内容） reason(s) of inviting host/hostess (who sponsors the activity?) guests (who is invited? Can someone bring a guest, spouse, or child?) name, date, time and venue of the event directions, if the location is difficult to find the s

49、pecial purpose of the event, if any programme of the event indication for appropriate dress, if any contact information, and deadline for response,2. The structure of invitation letters（邀请函结构） Opening（开端） Most invitation letters start by extending the invitation. The date, time, and venue of the eve

50、nt will be introduced in this part. Moreover, if the event has a special purpose, state it. Body（主体） More details about the event will be given in this part, such as details about the arrangement of the event, indication for appropriate dress, and positive anticipation of the upcoming event. Ending（

51、结尾） At the end of the invitation letter, you may extend the invitation again, or ask for response by a specific time.,3. Response to invitation letters（回复邀请） If you accept the invitation, firstly, express your appreciation of the invitation and your delight in accepting it. Then confirm the date, ti

52、me, venue, and other details. If you need any more information, you can ask for it. At the end of the response letter, express your appreciation again. If you are unable to accept the invitation, you should thank the host for inviting you at the opening of your letter, too. Then, explain the reason

53、why you cannot attend and show the pity. You may tell the host that you would be glad to have another opportunity. Finally, express your appreciation again.,4. Alternative expressions（常用表达） The tone of an invitation is always friendly and cordial. To write invitation letters and the response letters, there are