《电子商务英语教程》-Unit课件.ppt

1、Unit 2Unit 2Objective:In this unit,you will learn:CC The impact caused by electronic commerce on society C C The impact caused by electronic commerce on individuals and business C C The advantages and disadvantages of electronic commerce C C Basic E-commerce English Writing Focus:To view the electro

2、nic commerce from different perspectives.Nodus:The profound impact of internet on human society 学学 习习 目目 标标1)The internet provides consumers with a world of choices.Passage A互联网给消费者提供了数之不尽的选择。互联网给消费者提供了数之不尽的选择。44注解：注解：a world of指指“选择选择”之丰富，并非世界的意思。之丰富，并非世界的意思。相当于相当于a lot of，a great number of。2)The i

3、mpact of electronic commerce will be pervasive,both on companies and on society as a whole.对于公司和社会整体而言，电子商务的影响将是全方位的。对于公司和社会整体而言，电子商务的影响将是全方位的。44注解：注解：介词短语介词短语as a whole as a whole 意思是意思是“作为一个整体作为一个整体;整个看来整个看来”。例如：。例如：Is this true just in this country,or in the world as a whole?只是在这个国家如此呢只是在这个国家如此呢,

4、还是就整个世界来看都这样还是就整个世界来看都这样?3)Never before has a person had so many options at such a speed.人们从没有能象现在这样，拥有这么多人们从没有能象现在这样，拥有这么多(电子商务所带电子商务所带来来)的便捷选择。的便捷选择。44注解：注解：Never beforeNever before置于句首引起句子倒装，用以强调电置于句首引起句子倒装，用以强调电子商务所带来的革命性变化。其正常语序应该是子商务所带来的革命性变化。其正常语序应该是A person A person has never had so many opt

5、ions at such a speed before.has never had so many options at such a speed before.对于那些能充分挖掘其潜能的企业来说，电子商务使其实现对于那些能充分挖掘其潜能的企业来说，电子商务使其实现突破性变化成为可能。这些突破性变化使顾客的观念发生了突破性变化成为可能。这些突破性变化使顾客的观念发生了重大的改变，因此他们不是将市场进行重新定位，就是去开重大的改变，因此他们不是将市场进行重新定位，就是去开辟全新的市场辟全新的市场。44注解：注解：该句的主语是该句的主语是electronic commerce；谓语动是；谓语动是o

6、ffers；名词短语名词短语the possibility of breakpoint changes是宾语；破折是宾语；破折号后面的内容是对号后面的内容是对breakpoint changes作进一步说明。作进一步说明。4)For those companies that fully exploit its potential,electronic commerce offers the possibility of breakpoint changes changes that so radically alter customer expectations that they re-de

7、fine the market or create entirely new markets.5)The overall impact on lifestyle could well be comparable to,say,that of the growth in car ownership or the spread of the telephone.End电子商务对于人类生活方式的总体影响，完全可以与电子商务对于人类生活方式的总体影响，完全可以与汽车拥有增长幅度和普及电话相提并论。汽车拥有增长幅度和普及电话相提并论。44注解：注解：that of the growth in car o

8、wnership or the spread of the telephone是介词是介词to的宾语；的宾语；that指代指代impact；say是插入语，意为是插入语，意为“比如比如（说）（说）”。How does electronic commerce provide us with more options than ever before?2.3.1 Critical thinking2)Is electronic commerce still in its infancy?3)Could you imagine a life without access to the Interne

9、t?4)How do you expect from electronic commerce?5)Do you want to own a shop on the internet?If so,how?2.3.2.1 Give the Chinese equivalents of the following words or expressions:2.3.2 Translation practice个人消费者个人消费者 顾客期望顾客期望 整体而言整体而言 方便方便 重新定位（定义）重新定位（定义）生活方式生活方式 潜力潜力 、潜能、潜能 开发开发;利用利用 创造创造 选择选择 1)indiv

10、idual consumer2)customer expectation 3)as a whole 4)convenience 5)re-define 6)lifestyle 7)potential 8)exploit 9)create 10)option 2.3.2.2 Give the English equivalents of the following words or expressions:2.3.2 Translation practice ownership overall impact real-time stock data eliminate restriction l

11、imitless comparable possibility information technology ignore accelerate 1)所有权所有权2)总体影响总体影响3)实时股票数据实时股票数据4)去除限制去除限制5)无限制的无限制的6)可比较的可比较的7)可能性可能性8)IT信息技术信息技术9)忽略忽略10)加速加速2.3.2.3 Sentence translation from English to Chinese:2.3.2 Translation practice1)The conveniences afforded by electronic commerce is

12、 limitless.电子商务提供的便利是无止境的。电子商务提供的便利是无止境的。2)More than 100 countries are linked into exchanges of data,news and opinions.超过超过100个国家已经接入互联网，交换资料，新闻和言论。个国家已经接入互联网，交换资料，新闻和言论。3)In traditional business,buyers and suppliers search for each other through advertising,trade shows,brokers,and dealers.在传统贸易中，买方

13、和卖方会通过广告，贸易展会，代在传统贸易中，买方和卖方会通过广告，贸易展会，代理商和中间商来寻找对方。理商和中间商来寻找对方。2.3.2.3 Sentence translation from English to Chinese:2.3.2 Translation practice4)Electronic commerce will lead to a difference in the way we live our lives and accomplish our day-to-day work.电子商务将会改变我们日常生活和工作的方式。5)Electronic commerce ope

14、ns up new avenues for the marketing of traditional goods and services directly to consumers.电子商务为传统商品和服务的市场开拓提供了全新的渠道。2.3.2.4 Sentence translation from Chinese to English 2.3.2 Translation practice1)1)对许多人来说，互联网安全是他们主要关心的问题。对许多人来说，互联网安全是他们主要关心的问题。(a major concern)To many,the Internet security issue

15、is a major concern.2)电子商品目录用于展示商品图片，这可使全世界的网电子商品目录用于展示商品图片，这可使全世界的网络用户选择并订购书籍、酒类及其它产品。络用户选择并订购书籍、酒类及其它产品。(be used to display;select and order)On-line catalogs is used to display images of goods,which permit Web users around the world to select and order books,wine,and other products.(be used to disp

16、lay;select and order)3)选择的范围将更大，时间和空间的限制将被解除。选择的范围将更大，时间和空间的限制将被解除。(restriction.eliminated)Choice will be greatly extended,and restrictions of geography and time eliminated.2.3.2.4 Sentence translation from Chinese to English 2.3.2 Translation practice4)4)随着随着EDIEDI的成熟和互联网及万维网的飞速发展，电子商的成熟和互联网及万维网的飞速

17、发展，电子商务正加速发展。务正加速发展。(with maturingaccelerating)With the maturing of EDI and the rapid growth of Internet and the World Wide Web,electronic commerce is accelerating.5)5)域名是在电子商务中另一个需要考虑的重要问题。域名是在电子商务中另一个需要考虑的重要问题。(issue to consider)Domain Names are another important issue to consider in electronic co

18、mmerce.EndPassage B1)The markups that occur between manufacturers,wholesalers,distributors,retailers and consumers can add the cost of goods purchased by consumers.经过生产商、批发商、分销商、零售商到消费者的层层加价，经过生产商、批发商、分销商、零售商到消费者的层层加价，使得消费者购买商品时的成本增加了。使得消费者购买商品时的成本增加了。44注解：注解：此处名词此处名词markup意思意思“涨价涨价,涨价幅度涨价幅度”，是句子的主语

19、。是句子的主语。t that引导的是定语从句引导的是定语从句,修饰主语。修饰主语。Distinguishing Features of E-Commerce Passage B2)In contrast,when consumers deal directly with manufacturers on the Internet,the process whereby intermediaries between the manufacturer and the final consumer are eliminated from the supply chain is known as di

20、sintermediation.与之形成对比的是，当消费者通过互联网与生产商直接与之形成对比的是，当消费者通过互联网与生产商直接交易时，供应链中的中间商将被排除在外，这个过程被交易时，供应链中的中间商将被排除在外，这个过程被称为称为“非中介化非中介化”。44注解：注解：介词短语介词短语in contrastin contrast常用来表对比，意思常用来表对比，意思是是“相反相反,大不相同大不相同”。Distinguishing Features of E-Commerce Passage B3)Sales tax cannot be levied on a transaction just b

21、ecause the purchaser uses e-commerce to access the sellers computer to acquire property,goods or service.The government levies taxes for national expenses.政府为国家的开支政府为国家的开支而征税。而征税。用作及物动词用作及物动词:.征收征收(税等税等);强索强索(+on/upon)44注解：注解：注意动词注意动词levy 的基本用法：的基本用法：销售税之所以难以征收，是因为买方可以利用电子商务直接访问卖销售税之所以难以征收，是因为买方可以利用

22、电子商务直接访问卖方的计算机，从而购置物业，商品或服务。方的计算机，从而购置物业，商品或服务。用作不及物动词用作不及物动词vi.征税；【律】扣押征税；【律】扣押(+on/upon)They levied on his property for unpaid rent.他们因他未付租金而扣押了他的财产。他们因他未付租金而扣押了他的财产。用作名词：征税用作名词：征税,派款派款;征收额；召集征收额；召集;征集征集;募集募集;征募兵额征募兵额 Distinguishing Features of E-Commerce Distinguishing Features of E-Commerce Pass

23、age BEnd4)States and local jurisdictions have wrestled with the issue of collecting taxes from out-of-state-mail-order sellers and telephone solicitors for decades.几十年来，美国联邦政府和地方执法部门一直受到向几十年来，美国联邦政府和地方执法部门一直受到向国外邮购销售者及电话推销者征税的问题困扰。国外邮购销售者及电话推销者征税的问题困扰。44注解注解：网络的根本特点在于它的互联性。网络的各个终端网络的根本特点在于它的互联性。网络的各

24、个终端(用户用户)分布分布于世界各地，极为分散，但它们相互之间又是连通的。而且，这种连通于世界各地，极为分散，但它们相互之间又是连通的。而且，这种连通不仅是单向或双向的而是呈多方向的网状结构。网络的管理在很大程序不仅是单向或双向的而是呈多方向的网状结构。网络的管理在很大程序上依赖于网络服务商上依赖于网络服务商(包括包括lSP和和ICP)，网络服务商本身是一个非政府机，网络服务商本身是一个非政府机构，而且数量众多。因此，网络上交易活动受政府监管的可能性大大降构，而且数量众多。因此，网络上交易活动受政府监管的可能性大大降低了。网络社会的虚拟特征，使网上交易者的身份、交易场所、交易权低了。网络社会的

25、虚拟特征，使网上交易者的身份、交易场所、交易权限、交易流程均呈虚拟化、数字化状态。网上交易一旦产生纠纷，这就限、交易流程均呈虚拟化、数字化状态。网上交易一旦产生纠纷，这就为建立在物化形态上的司法管辖带来很大的难度。为建立在物化形态上的司法管辖带来很大的难度。2.6.1 Tell whether the following statements are(T)or false(F)2.6 Activities 1Mail order and telephone solicitation are the two most traditional forms of business using rem

26、ote sellers.2“Disintermediation”means to eliminate the intermediaries from the supply chain between manufacturer and final consumer.3E-commerce presents an great challenge to federal and state tax authorities.4E-commerce will lower the cost for the final consumers.5States and local jurisdictions can

27、 now collect taxes from out-of-state-mail-order sellers and telephone solicitors.TTTTF2.6.2 Match the English on the right with Chinese on the left2.6 Activities 1 telephone solicitation A A 互联网服务提供商互联网服务提供商2 unprecedented challenge B B 生产商生产商3 obligation C C 电话营销电话营销4 manufacturer D D 义务义务5 ISP E E

28、 前所未有的挑战前所未有的挑战EndStructure of A Commerce Letter商务信件结构商务信件结构Most letters commonly include the following nine parts,make sure you include the necessary parts in a clear,correct and professional manner.4 4 A letterheading (信头信头)4 4 A date line （日期）（日期）4 4 An inside address （封内地址）（封内地址）4 4 A salutation

29、 （称呼）（称呼）4 4 A body （正文）（正文）4 4 A complimentary close close （信尾敬语）（信尾敬语）4 4 A signature （签名）（签名）4 4 Attention line (经办人姓名经办人姓名)4 4 Subject lines (事由或标题事由或标题)2.7.1 Letterheading(信头信头)The heading of a letter is the address of the sender.The heading contains an address,a phone number,fax number,an emai

30、l address etc.Often headings are set up using a specific company logo.In these cases,the heading may also include the company name.For example:商务信件结构商务信件结构Business Machine Co.,Ltd.1234 South Main StreetAnyTown,AK,12345Telephone:(999)555-5555Fax:(999)555- 2.7.2 A Date Line（日期）（日期）The date should alwa

31、ys be typed in full and not abbreviated.You can order the date line as follows:month(spelled out to avoid confusion),day and year.For example:February 28th,2001Structure of A Commerce Letter2.7.3 Inside Address（封内地址）（封内地址）This is the address you are sending your letter to.Make it as complete as poss

32、ible.It consists of the following,in order:the recipients name,position,organization and business address.It should contain the same information that will be used on the envelope.This is always on the left margin.Skip a line after the heading before the inside address.Skip another line after the ins

33、ide address before the greeting.Example:商务信件结构商务信件结构Structure of A Commerce LetterDr.Calvin Carson Cross Country Coach Dept.of Athletics Colorado Community College at Cripple Creek Cripple Creek CO 806782.7.4 Salutation（称呼）（称呼）The salutation is the letters greeting.It is typed two lines down,flush w

34、ith the left margin.It is the introductory phrase,“Dear name of recipient.”Either a comma or a colon can be used at the end of this phrase.The following chart lists appropriate salutations for various situations.If you want to send a form letter or if you cant find a specific name,you may choose one

35、 such as:4 4 Dear Committee Member:4 4 Dear Meeting Planner:4 4 Dear Colleagues:4 4 To All Sales Reps:4 4 To Whom It May Concern:4 4 Dear Sir or Madam:4 4 Dear Madam or Sir:4 4 Dear Purchasing Agent:商务信件结构商务信件结构Structure of A Commerce LetterIf your letter is addressed to a company,the proper salutat

36、ion is:4 Gentlemen or Ladies:4 Ladies or Gentlemen:If your letter is addressed to an organization of only women or only men,use:4 Dear Sirs:4 Dear Ladies:4 Dear Mesdames:4 Gentlemen:4 Ladies:If you do not know the gender of the person to whom youre writing,use one of the following:4 Dear Kim Krause:

37、4 Dear K.Krause:商务信件结构商务信件结构Structure of A Commerce LetterAfter formal salutations,use a colon.After informal salutations,use a comma.Whether you use the first or last name and whether you drop the Dear makes your letter either more or less formal:4 Dear Mr.Jones:(most formal)4 Dear Joan:4 Dear Jim,

38、4 Jim,(very informal)2.7.5 Body of the Letter（正文）（正文）The body of the letter,or the message,contains your message,which begins two lines beneath the greeting.Usually the body paragraphs should be single spaced with two spaces between each paragraph.The body text usually includes:商务信件结构商务信件结构Structure

39、 of A Commerce LetterA brief introductory section-generally five lines or fewer-that identifies you,your subject and your purpose;(2)One or more body paragraphs that contain the details of your message;(3)A conclusion that sums up the contents and encourages action.For example:商务信件结构商务信件结构Our compan

40、y has developed a new range of sweet pie fillings.They are made from pure fruit,contain no artificial flavors,colorings and preservatives,and are sugar and fat free.I am enclosing further information and a price list.If you are interested in a free sample and a demonstration of our products,do not h

41、esitate to contact us.2.7.6 Complimentary Closing （信尾敬语）（信尾敬语）The complimentary closing is the part of a business letter in which you write your closing such as Sincerely”,”Cordially or Respectfully.Keep your complimentary close professional.Furthermore,many business letter writers like to add a tra

42、nsition phrase to link the body to the end,for example:Structure of A Commerce LetterBest wishes,kindest regards,With kindest personal regards,Best regards,Cordially,Once again many thanks Best wishes for your future,I look forward to seeing you soon,When you write the complimentary closing,you shou

43、ld follow the guidelines:4 Place the closing two line spaces below the last line of text4 Choose a closing that parallels the level of formality used in your salutation.4 In two word closings such as Sincerely yours,and Yours truly,capitalize the first word only.4 Place a comma after the complementa

44、ry closing.(Except Full Block Format)2.7.7 Signature（签名）（签名）Sign the name in the space between the close and the signature line,starting at the left edge of the signature line,and usually the name of signer is followed by his job title or position.For example:商务信件结构商务信件结构Structure of A Commerce Lett

45、erSincerely,(Signature goes here)(Mrs.)Elisabeth BellDirector of Acquisitions 2.7.8 Attention line (经办人姓名经办人姓名)When you cannot address a business letter to a particular person,use an attention line，that means you hope the letter is led to a particular person or department when the letter is addresse

46、d to a company.E.G.,商务信件结构商务信件结构Department of Journalism,Colorado State UniversityClark C223 Fort Collins,CO 80526Attention:Human Resource Manager 2.7.9 Subject lines(事由或标题)Subject lines should convey something important,timely or valuable,it is a part of the body of a business letter,and it is plac

47、ed below the salutation.E.G.,Dear Sir or Madam,SUBJECT:Web Design Conference in NorwayStructure of A Commerce Letter2.7.9.1 Sample A Standard Business Letter商务信件结构商务信件结构Structure of A Commerce LetterSynergy Energy Inc.1222 West Point DriveRadford,Virginia 24141 633-3544www.synergy.orgMay 10 20XX Wat

48、ers Power Company15740 North Tree Pass Blacksburg,Virginia 24041 Attention:Mr.Bill Simpson,Project Engineering ManagerSubject:Project#663-87999Dear Mr.Bill Simpson We are pleased to submit A Proposal for the Riverfront Energy Conservation Project in response to your request of February 12,2001.The d

49、am described in the attached proposal uses the most advanced design and materials.Of particular interest is the state-of-the-art landscaping techniques used to better incorporate the dam into the existing environment.As you know,overall appearance of the solution is a crucial issue for everyone invo

50、lved in this project.If you have any questions,please do not hesitate to call us.Yours trulySarah StevensSarah Stevens Project ManagerEnclosures:22.7.10 Writing Practice商务信件结构商务信件结构Structure of A Commerce Letter1)Which of the following is a validly formatted date?A.Feb.28th,2001 B.28th February,2001