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Unit 1 Talking Face to Face


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Promoting Activities
高等教育出版社 高等教育电子音像出版社
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Unit Goals:
What You Should Learn to Do
1. Introduce a certain company (background,
business scope, etc.) 2. Talk about a company’s business

3. Describe a product

What You Should Know About
1. Some basic promotion methods
2. Product prospectuses

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Contents
Talking Face to Face
Section Ⅰ
Section Ⅴ

Appreciating Culture Tips
Section Ⅱ

Being All Ears
Section Ⅲ

Section Ⅳ

Maintaining a Sharp Eye

Trying Your Hand
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Section Ⅰ Talking Face to Face
Introduction

Follow the Samples

Business Communication

Talking

Act Out

Put in Use

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Introduction In today’s information-intensive world, it is hard for a business to attract potential customers. But promotional products offer the business a unique opportunity to make its name in the target market. The promotional items that you choose are limited only by your own creativity. They can range from market-proven goods — such as calendars, coffee mugs, and baseball caps — to innovative items like candy and nuts, stadium blankets, toy cars and trucks, and first aid kits. Whatever items you pick, all should bear your logo and

contact information.

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Follow the Samples 1 About the Potentials of a New Model of Digital TV Set Chair: Ladies and gentlemen, I’m very glad to have Mr. Wang, our Chief Engineer, join in our discussion. Mr. Wang, what would you like to tell the Board of Directors (董事会) about the present situations we are facing? Mr. Wang: Generally speaking, we are progressing smoothly along the new line of digital TV sets. A: Is it possible for us to apply for a patent for our new model soon? Mr. Wang: I think so. We’ve got all the necessary drawings ready now, but we are still testing the product. B: Have you done any marketing research? What findings have you got from the research? Mr. Wang: The marketing survey shows that the customers seem very interested in this new model. I have the impression that there will be a good market for it in the years to come. B: I see. What do you think of the R & D (Research and Development) (研发) team of the company? Mr. Wang: They are very efficient. Unit | One

2 About Packing and Advertising Miss Gao: What should we do now to speed up the marketing procedure of our digital TV sets? George: A lot should be done at present. First, we should make some estimates on packaging. Many products sell better simply because of their attractive-looking package. Miss Gao: That’s true. We’ll start doing this as soon as possible. What else should be done? George: Next, I find that a good advertisement always contributes to the success of a

product. Therefore we should run a good advertising campaign immediately.
Miss Gao: What a great idea! We’ll have this done in no time. George: If we are lucky, we’ll beat our competitors within a year or two. Miss Gao: But their products won’t be staying on the shelves of supermarkets for nothing.

We have no reason to feel relaxed.
George: That’s right.
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Act Out Here is a group of short dialogues. Follow the examples and make more conversations with your partner.

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Back

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Put in Use 1 Suppose you are the head of the R & D Section. You are talking with the General Manager (GM) about applying for a patent on a new model of CD player. Complete the conversation by translating the Chinese into English. You: Mr. Li, this is the new CD player we’ve just developed. ? _________________________________ (说打算申请专利). We are going to apply for a patent on it

Have you made the GM: Wonderful! You’ve done an excellent job. 2 ____________________
necessary preparations __________________ (问是否已经做好了申请专利的必要准备)? You: 3 _____________________________________________________ The model has yet to undergo/receive the final test, but the technical drawings are ready _______________ (说机型还要做最后试验,但图纸已经准备妥当). GM: 4 _____________________________ (问申请专利需要多长时间)? How long will it take to get the patent You: At least a couple of months, I think.
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2 Complete the following dialogue by translating the Chinese into English.

what findings have you got from the market research Ms. Li: Mr. Hu, _____________________________________________? (你的市场调研结果如何?) Mr. Hu: As far as I can see, 2 __________________________________ the mini-type of mobile phones are selling well ______________. (迷你型手机在市场上卖得很好。) in the market Ms. Li: 3 __________________________________________________ Do you think this new type of mobile phones will take the place of _______________? (你认为这种新型的手机会取代老式的手机吗?) the old ones Mr. Hu: Yes, I believe so. Ms. Li: Why do you think so? Mr. Hu: Well, you see, with the fast development of modern technology, 4 ____________________________________________________. people’s living conditions have greatly improved in recent years (人们的生活状况在最近几年得到了很大改善。) Likewise, 5 ____________________________________________________. their views on consumption are also changing rapidly (他们的消费观念也在迅速发生变化。) Smart and handy mobile phones have become a necessity for many people, young people in particular. Ms. Li: I see. 6 So you believe the potential market for them will be quite large ______________________________________________. (所以你相信手机的潜在市场一定会很大。) Mr. Hu: Exactly.

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3 At an exhibition, a customer is interested in some new models of video camera. Now he is talking with the clerk about them. Complete the dialogue by filling in the blanks. are you interested in Clerk: Good morning, sir. Welcome to our booth. What products _______________? Customer: We are particularly interested in your new video cameras. Could you tell

me 2 _________________? something about them
Clerk: Sure. We have two models: the Compact and the Super. Which 3 ____________________? model do you prefer Customer: The Super. the functions or the price Clerk: What do you want to know, 4 ___________________ ? Customer: Well, actually both. We are interested in both the functions and the price. Clerk: In that case, let me 5 __________ the 3.1 MP video camera. Here it is. It’s a show you best seller in the market. Customer: 6 What’s your price on that / What’s the price __________________________________? Clerk: US$ 380 per unit.
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Business Communication Graphic Presentation 4 The following chart is about the sales of the Digital Voice Recorder in an ABC company. Look at the chart carefully and get ready to say something about it in the group.

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Key:

It can be seen clearly from the chart/graphic that the sales of the Digital Voice Recorder have undergone some changes in the past 6 years. The sales showed a significant increase between 2004 and 2006, rising from 2 000 to 3 500 units, but it then began to decline all the way to the year 2008, reaching its bottom at 1 000 pieces. Although this was followed by a small rise in the year 2009, we can still predict that this product is going to be outdated soon.

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SECTION II Being All Ears

Listen and Judge

Listen and Translate

Listening

Listen and Respond

Listen and Read

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Listen and Judge

Script

1 Listen to a dialogue and decide whether the following statements are true (T) or false (F). Write T/F accordingly. ( T ) 1 The man wanted to buy a sports car for his daughter. ( F ) 2 The daughter came with her father to choose the car. ( F ) 3 There is only one colour available for the new model. ( T ) 4 There is no specially designed model for girls. ( T ) 5 Young people nowadays prefer to follow the fashion of owning the same model of sports car. ( T ) 6 The man’s daughter is going to be 20 years old. ( T ) 7 This new model is very popular with young people. ( F ) 8 The man paid 40 000 yuan for the car.
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Script: Salesgirl: Good evening, sir. Can I help you? Mr. Brown: Yes. I’m very much interested in your new range of sports cars. Can I have more information about them? Salesgirl: Yes, of course, sir. What exactly would you like to know? Mr. Brown: How many models do you have? Salesgirl: Only one, sir. But we have six colours available — black, white, red, green, blue and grey. And this model is of the latest fashion. There is a fair market for it at the moment. Mr. Brown: Do you have a model specially made for girls? Salesgirl: No. We find that the young people nowadays want just the same model. Mr. Brown: I see. How long have you been marketing the new model? Salesgirl: About three months, sir. But it’s very popular with youngsters. Mr. Brown: How much does it cost? Salesgirl: The recommended retail price is 208 600 yuan (RMB). Mr. Brown: How much is the down payment if I choose to buy in installments? Salesgirl: 40 000 yuan. Mr. Brown: Good. I think I’ll buy one for my daughter for her 20th birthday. Back Salesgirl: I’ll be expecting your coming soon, sir. Unit | One

Listen and Respond

Script

2 Listen to the dialogue again and give short answers to the following questions.

1) Where did the conversation most probably take place?
In an automobile store. 2) Why did the man want to buy the car? To give it to his daughter as a birthday gift. 3) How many sports car models are there in the store? Only one. 4) How long has the new model been for sale?

About three months.
5) What was the recommended retail price? RMB 208 600 yuan.

6) How would the man prefer to pay?
In installments.
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Script: Salesgirl: Good evening, sir. Can I help you? Mr. Brown: Yes. I’m very much interested in your new range of sports cars. Can I have more information about them? Salesgirl: Yes, of course, sir. What exactly would you like to know? Mr. Brown: How many models do you have? Salesgirl: Only one, sir. But we have six colours available — black, white, red, green, blue and grey. And this model is of the latest fashion. There is a fair market for it at the moment. Mr. Brown: Do you have a model specially made for girls? Salesgirl: No. We find that the young people nowadays want just the same model. Mr. Brown: I see. How long have you been marketing the new model? Salesgirl: About three months, sir. But it’s very popular with youngsters. Mr. Brown: How much does it cost? Salesgirl: The recommended retail price is 208 600 yuan (RMB). Mr. Brown: How much is the down payment if I choose to buy in installments? Salesgirl: 40 000 yuan. Mr. Brown: Good. I think I’ll buy one for my daughter for her 20th birthday. Back Salesgirl: I’ll be expecting your coming soon, sir. Unit | One

Listen and Read 3 Now listen to something more challenging — a passage with some blanks for you to fill in. A glance beforehand at the word list provided below will be of some help to you. As you know, Baobao Company has been producing ten/10 1 __________ products for over 2 __________ years, washing extremely and our “Baobao Soap” has been 3 __________ customers popular with both young and old 4 __________. Now, a new type of soap, “Baobao Soap-II”, has been produced. This new type of soap not only keeps all the softness and gentleness of fresh smell our existing “Baobao Soap”, but also has a new 5 __________ made from special ingredients larger 6 __________. The new bars of soap are 7 __________ and will give you a more benefit oily, 8 __________ feel. As a result, your skin will greatly 9 __________ from thicker using the soap on your hands. And the same will be true of your face and body. less tired and less sleepy Continuous use of our soap will also make you feel 10 _____________________. Back It will give you new energy and strength. In short, it will refresh you entirely.
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Listen and Translate 4 You are going to listen to a short passage and you should try to translate what you hear into Chinese orally.

Key:

2008年1月的销售额急剧攀升,截止到2月已销售了4 000台液晶

电视。直到6月,销售额一直保持稳定。7月,销售额急剧下降到1 750
台,但在此之后9月的销售额又一次陡升到3 250台。之后直到2008年 底,销售额一直稳定上升。这种健康的走势对公司来讲的确是好消息。

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Script:

In the first month of 2008 the sales figures climbed dramatically. 4 000 LCD TV sets had been sold by February. Then sales remained steady until June. In July there was a sharp fall to 1 750, but, after this, there was another steep rise to 3 250 in September, and then a steady increase until the end of 2008. This healthy trend is really good news for the company.

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SECTION III Trying Your Hand
Applied Writing
Read and Simulate Read and Complete Simulate and Create Read and Translate

General Writing
Write Through Correcting Mistakes Write Through Translation Write Through Describing a Picture
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Applied Writing
Read and Simulate 1 Read the following two samples of product prospectuses carefully and learn to write your own.

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Simulate and Create 2 Complete the table based on Sample 1. Cotton slippers Totes Co., Ltd. The savings and the comfort

Cotton
Half of the competitors/Twice ours Men, women and children Black, grey and brown White, pink and blue Red, yellow and orange
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Read and Complete 3 Complete the product prospectus below, using the clues given.

“Lekoufu” dried beef is made of fresh beef, sugar, salt and natural spices. It made in traditional product was first 1 __________ 1937, but now it is a 2 ________________ and a manufactured recognized 3 ____________ in the country. The dried beef is 4 __________ famous brand special and tasty with a unique process and skill, which has ensured its 5 _____________ flavour. Because of this, the dried beef has been enjoying 6 ______________ a high reputation since its first launch in the market. The gold medal for Health Food Good 7 __________ and the certification as the best seller 8 _____________ are only a few of the series of awards and medals 9 _________________ it has won. The shelf life of ? Back the dried beef 10 _____________ is 12 months.
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Read and Translate 4 Translate the following product prospectus into English.

“甘美”系列优质绿茶选用高山早春嫩芽为原料,生产工艺考究 (exquisite),产品形美色绿,气味芬芳,味道甘美(mellow)。本品具有 明显的提神(refreshing)功效,是老少皆宜的饮品,该产品被誉为理想的 纯天然绿色饮品(beverage)和健康饮品。 Key:
The high-quality “Ganmei” green tea series is made from young and tender tea leaves picked on high mountains in early spring. The leaves are processed with exquisite technology. This series of tea is fine in shape, green in colour, fragrant in smell, and mellow in taste. For its remarkably refreshing effects, it provides a healthy drink for both the old and the young. It has been well received as an ideal natural green drink as well as a wholesome beverage.
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General Writing
Describing the Selling Points When introducing a product, it is necessary to describe its features and strong points. However, big words and exaggeration may spoil the authenticity (真实性) of the product. Therefore, it is extremely important to choose appropriate words to describe the selling points of a product.

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General Writing
Describing the Selling Points

Back

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5 Put the underlined parts in the correct form. Write Through Correcting Mistakes

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5 Put the underlined parts in the correct form. Write Through Correcting Mistakes

Key: “Jiejing” 6865 vacuum cleaner is one of the best selling products of Meijia Household Co., Ltd. This type of vacuum cleaner has been on sale for over six years. A dual airflow has been purposely designed to form along the front and back of the rotating floor brush. This unique design reduces dirt pieces that are dispersed back onto the floor surface. Because of its unique design and outstanding performance, we have received a lot of compliments from our customers. With a 2-litre capacity for its dust-bag, a 10-metre-long cable, a 1-year manufacture warranty and a 3-piece in one set tool storage, this vacuum cleaner will certainly have a bright future.
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Write Through Translation 6 Translate the following passage into English. 驾车时接听电话不用再紧张了。你不必一手掌握方向盘,一手握着手机打 电话。只需将这个方便的手机固定器置入你车内的点烟器插座里,你就可 以两手紧握方向盘,两眼注视前方道路,一边通话,一边安全驾驶汽车。 通过车上的无线电喇叭,你会清晰地听到对方的谈话。它适合任何一种型 号和款式的手机,使用十分简便,可以从一辆车换到另一辆车上。 Key: Stop straining to hear phone conversations in your car. Stop holding the steering wheel with one hand while you hold your cell phone in the other. Just plug this handy cell phone holder into the cigarette lighter of your car, and you can have telephone conversations while driving safely with both hands on the wheel and your eyes on the road. You’ll hear conversations loud and clear through your car’s radio speakers. It works with every make and model of cell phone. So simple to use, you can take it with you from vehicle to vehicle.
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Write Through Describing a Picture 7 You are required to write three short paragraphs entitled “Stylish iPod Shuffle” for an advertisement in a students’ newspaper. An outline is given below for your reference.

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Write Through Describing a Picture

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Write Through Describing a Picture

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Write Through Describing a Picture

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SECTION IV Maintaining a Sharp Eye
PASSAGE I Information Related to the Reading Passage Text

PASSAGE II Information Related to the Reading Passage
Text

Language Points
Read and Think
Read and Complete Read and Translate

Language Points
Read and Judge Read and Rewrite

Read and Translate

Read and Simulate
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Information Related to the Reading Passage
Dan Ariely Dan Ariely (born in 1968 in New York) is an Israeli American professor of psychology and behavioural economics. He teaches at Duke University and is the founder of the Centre for Advanced Hindsight. Behavioural economics Behavioural economics and its related area of study, behavioural finance, use social, cognitive and emotional factors in understanding the economic decisions of individuals and institutions performing economic functions, including consumers, borrowers and investors, and their effects on market prices, returns and the resource allocation. The fields are primarily concerned with the bounds of rationality of economic agents. Behavioural models typically integrate insights from psychology with neo-classical economic theory. Behavioural analysts are not only concerned with the effects of market decisions but also with public choice, which describes another source of economic decisions with related biases towards promoting self-interest. Richard Thaler Richard H. Thaler (born in 1945, in New Jersey) is an American economist. He is Back perhaps best known as a theorist in behavioural finance, and for his collaboration with Daniel Kahneman and others in further defining that field. Unit | One

PASSAGE I
Creative Strategies Prompt Consumers to Buy, Buy, Buy
Any manager of a company that deals with certain products or services successfully is a master of using pricing decoys and reference prices. So let’s count the ways managers defend themselves with pricing: Price decoys 1 Decoys, in marketing, are products, services, or price points that a business doesn’t really want you to take, but rather it is used as a reference to make another product look better. Economist Dan Ariely gives the classic example of a Realtor who shows you a home that needs a new roof, right before taking you to a higher-priced house she really wants to sell. It’s hard to tell if a $400 000 colonial house is a good deal — but compared with a $380 000 home that needs work, it looks quite good. Now consider, $499 for a palm computer? Well, compared with a smaller one with fewer features, it suddenly looks great.
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Exercises
Decoys explain why a company that sells electronic products often sells each gadget in a pricing series, such as a new palm computer’s $229, $299, and $399 price points for different storage capacities. 2 You may gladly spend $229 to get a hot media player, thinking it’s a deal compared with the highest-priced version and not blink that you could instead buy a palm computer at the lower price of $199 with more features. The $399 “decoy” has clouded your judgment. The company wins the best of both worlds — stoking demand for products that look like bargains and for all the decoys it sells at much higher prices. Yes, some people will spend $399 for a music player with slightly better technology — and the company makes even fatter margins. Establish a high reference price 3 Behavioural economist Richard Thaler has noted that consumers are really bad at making decisions about value and constantly need “reference prices” for comparison. A dress costs $80. Is that too much? Not if it’s marked down 50 percent from $160. The trick is, that artificial $160 reference price may not really exist. The pricing strategy is brilliant. By staging a series of perceived technology innovations and then adding price decoys and reference prices, the company makes us willing to pay more to do the same stuff we did 30 years ago: read magazines, type messages, watch shows or make phone calls. The communication breakthroughs are Back mostly an illusion, but with shiny aluminum in our hands, who cares what it costs?
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Language Points
1 Explanation of Difficult Sentences

1. (Para. 4) Decoys, in marketing, are products, services, or price points that a business doesn’t really want you to take, but rather it is used as a reference to make another product look better.
Analysis: The main part of the sentence is Decoys, in marketing, are products, services, or price points; that is used to introduce a relative clause to give “decoys” a further explanation. Reference here means “an indicator that orients you generally”.

Translation: 营销中,诱饵是指一个商业公司并不真正想要你接受的产品、 服务或售价,而是被用作一项让另一种产品显得更好的参照物。 Example: This frame of reference will be determined by the limitations on
the rational man’s knowledge.
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Language Points
1 Explanation of Difficult Sentences

2. (Para. 6) You may gladly spend $229 to get a hot media player, thinking it’s a deal compared with the highest-priced version and not blink that you could instead buy a palm computer at the lower price of $199 with more features. Analysis: A deal means a good bargain. Blink here means “hesitate”. Translation:一想到同最高价格版本相比是一笔不错的交易,你就很可能 会高高兴兴地花229美元购买一台热销的媒体播放器,而对 于你能以199美元的更低价格购买一部具有更多功能的掌上 电脑,你就连眼睛都不会眨一下。 Example: With a lot of money in his wallet, he didn’t blink while buying Back his wife luxurious products.

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Language Points
1 Explanation of Difficult Sentences

3. (Para. 8) Behavioural economist Richard Thaler has noted that consumers are really bad at making decisions about value and constantly need “reference prices” for comparison. Analysis: Be bad at here means “be stupid when”.

Translation: 行为主义经济学家理查德· 泰勒曾指出,消费者不善于决定 产品价值,总是需要“参照价格”来进行比较。
Example: The young boy was spoiled and was bad at getting along with his fellows.
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Language Points
2 Important Words

1. strategy

n. an elaborate and systematic plan of action 策略

e.g. ? I think we should work out a better strategy to deal with this situation. ? Their strategy was designed to wear down the enemy’s resistance.
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Language Points
2 Important Words

2. cloud v. to make someone less able to think clearly or make sensible decisions 使头脑不清醒;使易于做不明智的决定 e.g. ? We might be able to cloud his judgment by talking about something else. ? Emotionalism and self-delusion may cloud judgment.
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Language Points
2 Important Words

3. margin n. the sales minus the cost of goods and services sold 利润;差额 e.g. ? They’d rather sell you another restaurant where they can make a fat margin. ? He went abroad to see whether he could find opportunities to make a margin.
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Language Points
2 Important Words

4. note v. to make mention of 提到;指出
e.g. ? The judge noted that Jack had no previous criminal record. ? They noted that it was a fine day to go sailing.

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Language Points
2 Important Words

5. innovation n. a new idea, method, or invention 创新 e.g. ? There is no end to practice or innovation. ? Innovation is a management process that requires specific tools, rules, and discipline.

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Read and Think 1 Choose the best answers according to the passage.

1) It is suggested in the passage that the success of a company that deals with d. electronic products depends on __________. a. the new technology b. its wonderful design c. the new materials d. its pricing strategy
b. 2) A price decoy is usually __________. a. something that a business wants you to take b. a reference to help make a product look better c. a product model for exhibition d. a newly launched price point d. 3) The example of a Realtor is used to show that __________. a. a $400 000 colonial is a good deal b. $499 for an iPad is reasonable
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Read and Think c. bargains are necessary for the deal d. decoys can make products look better 4) The author of this passage suggests that people may prefer to buy a palm b. computer for__________. a. $199 b. $229 c. $299 d. $399 d. 5) By establishing a high reference price, the company wants to __________. a. cut down its fat margins b. launch more affordable products c. attract people’s attention to its products d. make the product prices look lower and affordable
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Read and Think 2 Complete the following statements with the information you get from the passage. 1) It is suggested that most of electronic products are hardly worth __________. the price 2) Richard Thaler believed that consumers are bad at making decisions about value and therefore they constantly _______________________________. need “reference prices” for comparison 3) According to the author, the communication breakthroughs are nothing but __________. an illusion

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Read and Complete 3 Complete the following sentences with the proper forms of the words given below.

1) Scientists are striving for a ____________ in cancer research. breakthrough 2) The decision of the CEO seems to show her lack of political __________. judgment 3) The computer has been programmed to calculate the gross profit __________ on margin all sales. 4) This shirt is no doubt a cheaper __________ of the one I saw in another version department store. 5) Under his guidance, a surge of __________ in techniques is on the horizon. innovation 6) He made a satisfactory __________ with them, which helped to establish further bargain cooperation between the two companies. 7) The management should accept the full responsibility for the loss of goods in __________. storage Back 8) It was not until 1884 that the first __________ fibre was made. artificial Unit | One

4 Fill in the blanks with the proper forms of the following words given in the box.

Promotions managers supervise staff of promotion specialists. These managers direct combine 1 __________ promotion programmes that 2 __________ advertising with purchase promotion to increase sales. In an effort to 3 __________ closer contact establish with consumers, promotion programmes may use direct mail, television or radio advertising, catalogues, exhibits, inserts in newspapers, or websites, and special purchase events 4 __________. They may encourage people to 5 __________ by using discounts, samples, gifts, coupons, and contests. background A wide range of educational 6 __________ is suitable for entry into promotion jobs, but many employers prefer those with experience in related 7 __________ occupations plus a broad liberal arts background. Courses in management while the candidate 8 __________ is in school are highly recommended. Computer skills are 9 __________ because marketing, product promotion, and advertising on the vital Internet are increasingly common. Also, the ability to 10 communicate in a foreign __________ language may open up employment opportunities in many rapidly growing Back areas around the country. Unit | One

Read and Translate 5 Translate the following sentences into English, using the proper forms of the words or phrases given in the brackets. 1) 他那不能令人满意的答复促使我又向他提出了一个问题。(prompt... to) His unsatisfactory reply prompted me to ask him another question. 2) 长期医疗保险和短期医疗保险,哪一项更合算?(a good deal) Which is a better deal, the long-term medical care insurance or the short-term one? 3) 圣诞节期间,那家超市的货品打5折进行清仓销售。(mark down) In the Christmas season, the goods in that supermarket were on clearance sale by marking down 50% of their original prices.
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Read and Simulate 6 Pay attention to the italicized parts in the English sentences and translate the Chinese sentences by simulating the structure of the English sentences. Any manager of a company that deals with certain products or services successfully is a master of using pricing decoys and reference prices. Joe is a master of modern dance and he has performed in different countries for hundreds of times. 他是一个语言大师,演讲幽默,总能吸引人的注意。 这本书主要是告诉你如何通过训练来学习成为吉他大师。

He is a master of language, and his speech always appeals to people with its humour.
This book mainly tells you how to learn to become a master of guitar through practice.
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Read and Simulate 5 Pay attention to the italicized (斜体的) parts in the English sentences and translate the Chinese sentences by simulating the structure of the English sentences. Decoys, in marketing, are products, services, or price points that a business doesn’t really want you to take, but rather it is used as a reference to make another product look better. I don’t want to go climbing in such a hot day, but rather stay home. 人不会为条件所困,而会为他对条件的看法所困。 病人情况不但没有好转,反而恶化了。

Man does not suffer from conditions, but rather from the views he takes of them. The patient was not better but rather became worse.
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Read and Simulate 5 Pay attention to the italicized (斜体的) parts in the English sentences and translate the Chinese sentences by simulating the structure of the English sentences. Well, compared with a smaller one with fewer features, it suddenly looks great. Compared with a quite ordinary star, like the sun, the earth is small indeed. 与他的房间相比,我的房间还要小。 同其他大多数人相比,你是如此优秀的一个女孩。

Compared with his room, my room is even smaller. Compared with most of the others, you are so excellent a girl.

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Read and Simulate 5 Pay attention to the italicized (斜体的) parts in the English sentences and translate the Chinese sentences by simulating the structure of the English sentences. You may gladly spend $229 to get a hot media player, thinking it’s a deal compared with the highest-priced version and not blink that you could instead buy a palm computer at the lower price of $199 with more features. You shouldn’t give up, instead, I think you should try your best to finish it well. 乔治很想逃离她,但他还是让她坐进了自己的车并把她送回了家。 她没有回答我,反而问了我另外一个问题。

George wanted very much to run away from her, but instead he took her in his car and drove her home. She didn’t answer me, but instead, she asked me another question.
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PASSAGE II
Information Related to the Reading Passage
Point of Purchase (POP) A terminal or vending machine in a store or shopping mall where a

customer can view products with their prices and select items to buy.
The term Point of Purchase usually refers to the industry concerned with customer behaviour at the location of the purchase decision. POP is considered one of the most important aspects of advertising and merchandising. It is believed that the most critical time to influence buyer behaviour is when they have money in hand.

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Marketing mix
The marketing mix is generally accepted as the use and specification of the 6 Ps describing the strategic position of a product in the marketplace. The 6 Ps refers to Plan, Pick, Price, Package, Promote and Prove as follows: 1. Plan your marketing strategy. 2. Pick a way to market. 3. Price it right. 4. Package it professionally.

5. Promote your product/service.
6. Prove that it works. If not, make it better or go back to 1.
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Advertising

The best approach to advertising is to think of it in terms of media and
which media will be most effective in reaching your target market. Then you can make decisions about how much of your annual advertising budget you’re going to spend on each medium. The most frequently-used advertising methods are as follows: the Internet magazines television radio newspapers billboards

telephone books/directories direct mail

bench/bus/subway ads

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PASSAGE II

Promotion Methods

A marketing manager can choose from several promotion methods — personal selling, mass selling, and sales promotion. Personal selling — flexibility is its strength Personal selling involves direct face-to-face communication between sellers and potential customers. Face-to-face selling also provides immediate feedback — which helps salespeople to adapt. 1 Salespeople are included in most marketing mixes. But personal selling can be very expensive. So it’s often desirable to combine personal selling with mass selling and sales promotion. Mass selling — reaching millions at a price or even free Mass selling is communicating with large numbers of potential customers at the same time. It’s less flexible than personal selling. But when the target market is large and scattered, mass selling can be less expensive. Advertising is the main form of mass selling. Advertising is any paid form of nonpersonal presentation of ideas, goods, or services by an identified sponsor. It includes the use of such media as magazines, newspapers, radio and TV, signs, and direct mail. While advertising must be paid for, another form of mass selling — publicity — is “free”. Unit | One

Publicity is any unpaid form of nonpersonal presentation of ideas, goods, or services. Of course, publicity people are paid. 2 But they try to attract attention to the firms

and its offerings without having to pay media costs. For example, book publishers try
to get authors on TV “talk shows” because this generates a lot of interest — and book sales — at no cost to the publisher. If a firm has a really new message, publicity may be more effective than advertising. 3 Trade magazines, for example, may carry articles featuring the newsworthy products of regular advertisers — in part because they are regular advertisers. The firm’s publicity people write the basic “copy” and then try to convince magazine editors to

print it. Each year, magazines print photos and stories about new cars — and often the
source of the information is the auto producers. This publicity may even raise more interest than the company’s paid advertising. A consumer might not pay any attention to an ad — but might carefully read a long magazine story with the same

information.

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Exercises Some companies prepare videotapes that are designed to get free publicity for their products on TV news shows. 4 For example, one video — distributed to TV stations at Halloween — discussed a government recommendation that parents use makeup rather than masks for young children. The story was effectively tied to a new makeup product for children made by PAAS Products. Large firm have specialists to handle publicity. Usually though, publicity is treated as just another kind of advertising — and it often isn’t used as effectively as it could be. In most firms, publicity deserves much more attention than it gets now. Sales promotion tries to spark immediate interest 5 Sales promotion refers to promotion activities — other than advertising, publicity, and personal selling — that stimulate interest, trial, or purchase by final customers or others in the channel. Sales promotion may be aimed at consumers, at middlemen, or even at a firm’s own employees. Examples include coupons, samples of consumer products, special sweepstakes and contests, point-of-purchase materials, and displays at trade shows. It’s hard to generalize about sales promotion because it includes such a wide variety of activities. But usually its objective is to complement mass selling and personal selling. Back
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Language Points
1 Explanation of Difficult Sentences 1. (Para. 2) Salespeople are included in most marketing mixes.
Analysis: Marketing mixes refers to the use and specification of the 6 Ps describing the strategic position of a product in the marketplace. Translation: 大多数营销组合都包括销售人员。 Example: Creating a successful marketing mix that will increase results often takes experimenting and market research.
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Language Points
1 Explanation of Difficult Sentences
2. (Para. 5) But they try to attract attention to the firm and its offerings without having to pay media costs. Analysis: Its offerings refers to “the products manufactured by the company or the services provided by it”. Without is a preposition, and that’s why having is used to follow it. Translation: 但是,宣传人员却尽力将潜在顾客的注意力吸引到公司和其产品 上,而无需支付媒体的费用。 Example: A cool technique for stopping this problem is simply to plan without committing yourself to doing anything.
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Unit | One

Language Points
1 Explanation of Difficult Sentences
3. (Para. 6) Trade magazines, for example, may carry articles featuring the newsworthy products of regular advertisers — in part because they are regular advertisers.

Analysis: Featuring, serving as “which features”, means “showing a particular thing in a magazine”. In part means “partly”. Regular means “happening or doing something many times and often at the same time”.

Translation: 例如,商业杂志可能登载广告商的有报道价值的产品专题报道—— 部分原因是因为他们是广告常客。
Example: Those days, she was deeply involved into that exhibition featuring paintings by contemporary artists.

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Unit | One

Language Points
1 Explanation of Difficult Sentences 4. (Para. 7) For example, one video — distributed to TV stations at Halloween — discussed a government recommendation that parents use makeup rather than masks for young children.
Analysis: This is a subjunctive sentence. That is used to introduce an objective clause, in which “should” is omitted. Rather than means “instead of someone or something else”. Translation: 例如,有一个录像在万圣节那天被分送到各电视台,该录像讨论了 政府推荐父母在万圣节给小孩子使用化妆品而不是面具这一问题。 Example: The committee made a number of recommendations that safety standards be improved as soon as possible.
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Unit | One

Language Points
1 Explanation of Difficult Sentences
5. (Para. 9) Sales promotion refers to promotion activities — other than advertising, publicity, and personal selling — that stimulate interest, trial, or purchase by final customers or others in the channel. Analysis: Other than means “apart from a particular person or thing”. By is used to show the person or thing that does something or makes something happen. Translation: 销售推广是除指广告、宣传和人员推销以外的促销活动,用以刺激销 售渠道中最终顾客或者其他人的兴趣,或使其试用、购买。 Example: How can you say that religion is anything other than a way of controlling people?
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Unit | One

Language Points
2 Important Words

1. adapt v. to gradually change in order to be successful in a new situation 使适应;改编 e.g.

?
?

How do these insects adapt themselves to new environments?
The ability to adapt is a definite asset in this job.

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Unit | One

Language Points
2 Important Words

2. distribute v. to share things among a group of people, especially in a planned way; to exist in different parts of an area or group 分配;散布 e.g.

?
?

Clothes and blankets have been distributed among the refugees.
The population is distributed in a very uneven pattern.
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Unit | One

Language Points
2 Important Words

3. deserve v. to have earned something by good or bad actions or behaviour 应该得到 e.g.

? People who are sent to prison for drunk-driving get what they deserve.
? Paula deserves a special mention for all the help she has given us.

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Unit | One

Language Points
2 Important Words

4. spark v. to make someone feel interested, hopeful, etc. 引发 e.g. ? What he said sparks our curiosity. ? These books mainly deal with topics that spark children’s imaginations.
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Unit | One

Language Points
2 Important Words

5. stimulate v. to excite to activity or growth or to greater activity 刺激;引起
e.g. ? The exhibition stimulated interest in the artist’s work. ? Praise always stimulates him to further efforts/to make greater efforts.
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Unit | One

Read and Judge 7 Decide whether the following statements are true (T) or false (F) according to the passage. 1) Compared with mass selling and sales promotion, personal selling is more expensive. 2) When the target market is large and scattered, mass selling can be more immediate. 3) A coupon is an effective form of media for advertising that manufacturers might use to promote their products. 4) If you aim at stimulating customers’ immediate interest, sales promotion is the promotion method suggested in the passage. 5) According to the passage, employers are not the target of sales promotion. 6) If a company has a really new message, advertising will be a more effective promotion method. 7) Consumers usually prefer reading a long magazine story to watching an ad for the same product. 8) In most companies, people fail to pay enough attention to publicity. 9) Mass selling is usually used to complement personal selling only. 10) Among the three promotion methods, personal selling is the most flexible one. Back
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Read and Rewrite 8 Complete the following summary according to the passage. Promotion methods usually consists of personal selling, mass selling, and ? _______________. sales promotion Personal selling, whose strength is 2 __________, involves direct face-toflexibility face communication between sellers and potential customers. But personal selling can be 3 _______________. very expensive Mass selling is communication with large numbers of 4 _______________ potential customers at the same time. It can be 5 _______________ when the target market is less expensive large and scattered. 6 __________ is the main form of mass selling, which Advertising includes the use of such media as magazines, 7 __________ , newspapers, radio and TV signs and direct mail. 8 __________ is another form of mass selling, which Publicity tries to attract attention to the firm and its offerings without having to pay media costs 9 _______________. Sales promotion, whose objective is usually to complement mass selling spark immediate interest and personal selling, tries to 10 __________________.
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Unit | One

Read and Translate

9 Translate the following sentences into English, using the proper forms of the words or phrases given in the brackets.
1) 她从一家商店逛到另一家商店,最后以出得起的价格买到了她所需要的 东西。(at a price, afford) She shopped around till she got what she wanted at a price she could afford.

2) 他除了向我点点头,从不跟我说话。(other than) He never speaks to me other than to nod to me.

3) 你应该永远以做好你的工作为目标。(aim at) You should always aim at doing your job well.
Unit | One

Read and Translate

9 Translate the following sentences into English, using the proper forms of the words or phrases given in the brackets.
4) 几个星期以来,她一直待在家中照顾有病的父亲。(be tied to) She has been tied to the house for weeks looking after her sick father. 5) 这条线路是为缓解交通拥挤而设计的。(be designed to) This route was designed to relieve traffic jams. 6) 社会由形形色色的人组成。有些人很好,有些人很坏,而大多数人则介于 两者之间。(a wide variety of) Society is made up of a wide variety of people. Some of them are good, others are bad, and the majority are in between.
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Unit | One

SECTION V Appreciating Culture Tips

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