1、商务英语阅读商务英语阅读1 1Unit 6 Products “A MARKET IS NEVER SATURATED WITH A GOOD PRODUCT,BUT IT IS VERY QUICKLY SATURATED WITH A BAD ONE.”HENRY FORD(1863-1947),AMERICAN BUSINESSMANPROFESSOR -STEVE JOBS-STEVE JOBSWelcome to the business world!Contents 2.Text A 1.Lead-in Discussion 4.Cultural Tour 3.Text B Lea
2、d-in Discussion1.What do you know about products?Do you think products can merely be equaled with objects?Lead-in Discussion2.What has been taken into consideration first when youre shopping?Price or quality of the product,or the service?Lead-in Discussion3.What do you think is the most valuable par
3、t of a commodity?Structural AnalysisMain IdeasPart 1(Para.1-4)The connotation of products has been explained.Part 2(Para.5-8)Products and services could be understood on three levels.Part III(Para.9-13)The product life cycle includes four stages:introduction,growth,maturity and declinetangible (para
4、.1)adj.capable of being perceived especially by the sense of touch 使必要确实的，真实的；实际的使必要确实的，真实的；实际的There should be some tangible evidence that the economy is starting to recover.应该有明显迹象表明经济开始复苏了。应该有明显迹象表明经济开始复苏了。Text A Words and ExpressionsText A Words and Expressionscommoditize(para.3)v.to render(a goo
5、d or service)widely available and interchangeable with one provided by another company 使商业化使商业化 As time has become broken into variable length blocks,it has become commoditized.由于时间已被拆解成不同长度的区段由于时间已被拆解成不同长度的区段,因而也被商因而也被商品化了。品化了。cosmetic(para.5)n.substances such as lipstick or powder,which people put
6、 on their face to make themselves look more attractive.化妆品化妆品The cosmetic brand is her favorite.这个化妆品牌子是她的最爱。这个化妆品牌子是她的最爱。Text A Words and Expressionsconnectivity(para.5)n.the ability of a computing device to connect to other computers or to the Internet.连接性能连接性能This is why you can run the applicati
7、on without connectivity to the Internet.这就是您不需要连接到因特网就可以运行该应用这就是您不需要连接到因特网就可以运行该应用程序的原因。程序的原因。Text A Words and Expressions attribute(para.6)v.caused by that event or situation.把把归因于归因于Women tend to attribute their success to external causes such as luck.女性倾向于把她们的成功归因于外部因素女性倾向于把她们的成功归因于外部因素,比如运气。比如运气
8、。Text A Words and Expressionswarranty(para.7)n.something that authorizes,sanctions,supports,or justifies保证；担保；授权；（正当）理由保证；担保；授权；（正当）理由It has worked for me,but I do not give you any warranty,that it is error free.在我这工作得很好，但是我不能给你任何担保，这在我这工作得很好，但是我不能给你任何担保，这是过失自由。是过失自由。Text A Words and Expressionsbund
9、le(para.8)n.a group of things fastened together for convenient handling束；捆束；捆He gathered the bundles of clothing into his arms.他把一捆捆衣物抱起来。他把一捆捆衣物抱起来。Text A Words and Expressionsmonitor(para.10)v.keep tabs on;keep an eye on;keep under surveillance 监视；监控；监督监视；监控；监督The country health agency has dedicat
10、ed one inspector to monitor conditions in nursing homes.该国卫生机构已指定一名检查员监测各疗养院的情该国卫生机构已指定一名检查员监测各疗养院的情况。况。Text A Words and Expressions intense(para.12)adj.in an extreme degree强烈的；紧张的强烈的；紧张的Competition among youths to enter the best colleges is intense.年轻年轻人想人想进进一流一流大学的竞争大学的竞争是很激烈的。是很激烈的。Text A Words a
11、nd Expressionsexpenditure(para.12)n.the act of spending money for goods or services支支出，花费；经费，消费额出，花费；经费，消费额The gap between income and expenditure has widened to 11%.收入和支出之间的差额已扩大到收入和支出之间的差额已扩大到11%。Text A Words and Expressionsultimate (para.13)adj.being the last or concluding element of a series最最终的；
12、极限的；根本的终的；极限的；根本的The brain is the ultimate fountain of ideas.大脑是思想的根本源泉。大脑是思想的根本源泉。Text A Words and Expressionsprofitable(para.13)adj.yielding material gain or profitBut these losses do not cancel the earnings of profitable firms.但这些损失不会影响公司的盈利收益。但这些损失不会影响公司的盈利收益。Text A Words and ExpressionsText A N
13、otes1.Toyota Camry：an automobile sold internationally by the Japanese manufacturer Toyota since 1982,spanning multiple generations.丰田凯美瑞丰田凯美瑞2.Starbuck:an American coffee company and coffeehouse chain.Starbucks was founded in Seattle,Washington in 1971.As of November 2016,it operates 23,768 location
14、s worldwide.Starbucks is considered the main representative of“second wave coffee”,initially distinguishing itself from other coffee-serving venues in the US by taste,quality,and customer experience while popularizing darkly roasted coffee.美美国星巴克有限公司国星巴克有限公司Text A NotesText A Notes3.Schwab online in
15、vestment services：It offers a wide range of investment advice,products&services,including brokerage&retirement accounts,ETFs,online trading&more.嘉信理财网上投资服务嘉信理财网上投资服务4.Caff Mocha:also called mocaccino,is based on espresso and hot milk,but with added chocolate,typically in the form of sweet cocoa powd
16、er,although many varieties use chocolate syrup.Mochas can contain dark or milk chocolate.摩卡咖啡摩卡咖啡Text A Notes5.Facebook:a popular free social networking website that allows registered users to create profiles,upload photos and video,send messages and keep in touch with friends,family and colleagues.
17、The site is available in 37 different languages.脸书（社交网络脸书（社交网络服务网站）服务网站）Text A Notes6.Revlon:an American multinational cosmetics,skin care,fragrance,and personal care company founded in 1932 and based in New York City.露华浓化妆品公露华浓化妆品公司司Text A Notes7.Charles Revson：an American businessman and philanthr
18、opist.He was best known as a pioneering cosmetics industry executive who created and managed Revlon through five decades.查尔斯查尔斯郎佛郎佛迅迅Text A NotesText A Questions about the Text1.“In the factory,we make cosmetics;in the store,we sell hope.”said Charles Revson of Revlon.How do you understand his words
19、?(an open-ended question)Text A Questions about the Text2.What are the three levels of product and services,according to the passage?Product planners need to think about products and services on three levels.The most basic level is the core customer value.At the second level,product planners must tu
20、rn the core benefit into an actual product.At the third level,product planners must build an augmented product around the core benefit and actual product by offering additional consumer services and benefits.Text A Questions about the Text3.How many stages can be included in a new product progresses
21、?What are they?A new product progresses through four stages.They are the Introduction(or development)Stage,the Growth Stage,the Maturity Stage,and the Decline Stage.Text A Questions about the Text4.What is valued on the Growth Stage of Product Life Cycle?The Growth Stage is characterized by rapid gr
22、owth in sales and profits.Because it is cheaper for businesses to invest in increasing their market share as well as enjoying the overall growth of the market,significant promotional resources are traditionally invested in products that are firmly.Text A Questions about the Text5.On the Decline Stag
23、e,what else measures could be taken to manage the product,except those mentioned in the passage?Some measures could be taken:to take out some production cost,to transfer production to a cheaper facility,to sell the product into other,cheaper markets,or to control the amount of stocks of the product.
24、Structural AnalysisThe structure of the text goes as follow:Part I(Para.1):Introduction part.Part II(Para.2-7):Branding has become a key strategy to Chinese economy.Part III(Para.8-11):Famous companies always have a good brand vision.Part I(Para.12-17):China needs to raise a vision on product naming
25、 in order to improve the competitive power of products in the world.homebred adj.raised or bred at home国产的；土产的；在家国产的；土产的；在家里养大的里养大的But we also must see,the whole situation of homebred software industry is at present lopsided.但是我们也必须看到，目前国产软件产业的整个但是我们也必须看到，目前国产软件产业的整个格局并不平衡。格局并不平衡。Text B Words and Ex
26、pressionsproportional adj.properly related in size or degree or other measurable characteristics;usually followed by to Loss of weight is directly proportional to the rate at which the disease is progressing.体重减轻和该病的发展速度成比例体重减轻和该病的发展速度成比例.Text B Words and Expressions enhance v.increase;make better o
27、r more attractive 提高；加强；提高；加强；增加增加Our goal-our goal,in part,is to enhance the communication and understanding that we believe,and I believe you believe,will build trust and confidence.我们的目标我们的目标我们的目标在部分程度上，是为了加我们的目标在部分程度上，是为了加强沟通与理解强沟通与理解我们相信，而且我相信你们相信，我们相信，而且我相信你们相信，这将会建立信任和信心。这将会建立信任和信心。Text B Wor
28、ds and Expressionsspin v.revolve quickly and repeatedly around ones own axis 使旋转；纺纱；编造；结网使旋转；纺纱；编造；结网He spun the wheel sharply and made a U turn in the middle of the road.他猛打方向盘，在路中间掉了个头。他猛打方向盘，在路中间掉了个头。Text B Words and Expressionspatent n.a document granting an inventor sole rights to an invention专
29、利权；执照；专利品专利权；执照；专利品He held a number of patents for his many innovations.他为他的许多革新申请了几项专利。他为他的许多革新申请了几项专利。Text B Words and Expressionsattachment n.a feeling of affection for a person or an institution附件；依恋；连接物附件；依恋；连接物But while we all have this need for attachment,the way we show it differs.然而尽管我们都拥有这
30、种依恋需要，但是我们表然而尽管我们都拥有这种依恋需要，但是我们表现出来的方式是不一样的。现出来的方式是不一样的。Text B Words and Expressionsgear v.set the level or character of开动；搭上齿轮；开动；搭上齿轮；使使适合；使适合；使准备好准备好Colleges are not always geared to the needs of mature students.大学并不总是去适应成年学生的需要。大学并不总是去适应成年学生的需要。Text B Words and ExpressionsText B Words and Expres
31、sionsspecialist n.an expert who is devoted to one occupation or branch of learning专家；专门医师专家；专门医师We had better call in a specialist at this critical moment.在这个关键时刻我们最好请一位专家来。在这个关键时刻我们最好请一位专家来。Text B Words and Expressions minefield n.a region in which explosives mines have been placed布雷区；充满隐伏危险的事物布雷区；
32、充满隐伏危险的事物But the 21st-century office can be a minefield for the amateur who enjoys a giggle.然而，对于不擅逗笑取乐的人来说，然而，对于不擅逗笑取乐的人来说，21世纪的职世纪的职场可能会是个雷区。场可能会是个雷区。Text B Words and Expressionsvision n.a vivid mental image 美景；幻象；想象力美景；幻象；想象力An enterpriser should have the wide vision.一个企业家应具有开阔的视野。一个企业家应具有开阔的视野。T
33、ext B Notes1.Brand Finance:an independent branded business valuation consultancy.It advises strongly branded organisations,or those with valuable intangible assets,on how to maximise their value through effective management of their brand and other intangible assets.品牌价值及战略咨询公司品牌价值及战略咨询公司Text B Note
34、s2.Oxford Universitys Sad Business School:the University of Oxfords centre of learning for undergraduate and graduate students in business,management and finance,serving students together with their membership in the traditional colleges of Oxford.With over 500 matriculated graduate students enterin
35、g each year,it has the largest intake of all graduate business schools in the UK.Undergraduates are also taught as part of the Economics and Management course together with the Economics Department.牛津大学赛德商牛津大学赛德商学院学院Text B Notes3.Peking Universitys HSBC Business School:a graduate-level business scho
36、ol,under the auspices of Peking University,located in Shenzhen,Guangdong,China,at the universitys only satellite campus.PHBS was founded in 2004 and,following HSBCs direct and indirect charity donation to the school in 2008,became the first Chinese institution of higher education to offer English-on
37、ly business programs at a Master level(EMBA program remains in Mandarin).北京大学北京大学汇丰商学院汇丰商学院Text B Notes4.R&D:Research and development(R&D or R+D),also known in Europe as research and technical(or technological)development (RTD),is a general term for activities in connection with corporate or governm
38、ental innovation.Research and development is situated at the front end of the innovation life cycle,which may end with commercialization.研究与开发研究与开发Text B Notes5.Industrial Design Consultancy UK:a world-leading product design and development consultancy dedicated to applying creativity and expertise
39、to ensure your idea becomes a profitable product.It have led the field for over 45 years with exceptional design,engineering and model making facilities.英国工业设计咨询公司英国工业设计咨询公司Questions for Text B1.What is the problem that Chinese brands have faced nowadays according to the passage?Chinese brands need
40、a strong identity to connect with global consumers.The number of valuable homebred Chinese brands is clearly not proportional to the countrys status as the worlds second-largest economy.Questions for Text B2.What strategy has been raised by the Chinese leadership on the product brands in China?Chine
41、se government launches a movement from“made in China”to“branded in China”.In June,the State Council released a document on how to upgrade domestic supply and demand structures by enhancing the quality of product brands in China,including expanding publicity for brands with independent intellectual p
42、roperty rights,and encouraging consumption.Questions for Text B3.Temporal mentioned that“it is a country-of-origin effect”.What does he mean?He means it is a psychological effect describing how consumers attitudes,perceptions and purchasing decisions are influenced by products country of origin labe
43、ling.If China improves the values of product brands,the international market will be enlarged greatly.Questions for Text B4.Why is it said that the secret recipe for these valuable global brands is the ability to emotionally connect with consumers?Because brands are not only labels and it is also im
44、portant for brands to create an emotional relationship and attachment,which helps to build passionate loyalty from their customers.Emotional brand loyalty leads to higher prices and more frequent usage.Most Chinese brands do not have the knowledge and skills of developing their brands based on emoti
45、ons of universal appeal.Questions for Text B5.Do you have any suggestion on improving the quality of Chinese product branding?Illustrate them if any.(an open-ended question)Reading Comprehension1In 2014,President Xi Jinping indicated that China must undergo serious restructuring,including a movement
46、 from“made in China”to“branded in China”.A.saidB.B.pointedC.C.signed D.D.implied Reading Comprehension2 In June,the State Council released a document on how to upgrade domestic supply.A.sent B.freedC.delivered D.projectedReading Comprehension3.China is trying hard to win respect from the rest of the
47、 world and restore confidence that a great nation like China needs.A.recover B.repairC.return D.replaceReading Comprehension4Chinese brands and businesses might have corporate visions that deal with numbers and market shares,but they do not have brand visionsA.treat B.cope withC.raise D.replaceReadi
48、ng Comprehension5.It could actually make or break a product,and getting the right combination of brand meaning and pronunciation is a fine art when launching a product in Chinese markets A.unityB.associationC.unionD.membership Chinese Culture TourOriental Capital of Buddhism(Questions for discussion
49、)1.What oo you know about Buddhism?2.What did the followers sculpt status to worship Buddhas?International Culture TourThe British Museum(Questions for discussion)1.When did the British Museum be established?2.How many halls does the British Museum include?And which ones are the most conspicuous par
50、ts?Reading Skills推测词义和语义推测词义和语义 正确理解文章中单词或短语的含义是理解文章的正确理解文章中单词或短语的含义是理解文章的第一步，也是理解文章的基础。需要根据上下文第一步，也是理解文章的基础。需要根据上下文正确理解灵活变化的词义，运用阅读策略，克服正确理解灵活变化的词义，运用阅读策略，克服生词障碍，在有限的时间内快速获取和处理语篇生词障碍，在有限的时间内快速获取和处理语篇中的信息，准确猜测词义。中的信息，准确猜测词义。Reading Skills常见的猜词规律如：常见的猜词规律如：1.定义或解释推测语义定义或解释推测语义 阅读文章中的有些生词尤其是新闻报导及科普文体文
