营销英语 unit 9
商务英语阅读-unit-9-Marketing
• Transport V-T. To transport people or goods somewhere is to take them from one place to another in a vehicle. 运送
• e.g. Railway lines that transport the coal to ports for export have also been flooded.
，并继续下去的动作。一般用延续性动词表示
• Para. 2 We are looking for Agents/ Distributors with experience selling products within the bedding industry. A representative of the company will be visiting the United States at the end of July.
• 消费50美元可获得一张 抽奖券，并有机会从种 类丰富的电子产品中赢 取一款
2. Agent/ Distributors
• 代理商/经销商
• Please translate the following sentences in the text. (Individual work)
• 1)para. 1 • Leading manufacturer • 主要生产商，业内领先的制造商 • Exporting to …. 思考下这两个现在分词的作用 • 现在分词分别做前置定语和后置定语。 • 翻译：本公司是澳大利亚纯正新世纪品牌被子、枕
• 翻译： • 我们寻找床上用品业内有经验的代理商或经销商加盟
。本公司将派代表在7月底访美。
国际市场营销英语课后判断题
二、判断题Chapter one1. A marketing exchange cannot take place unless each party in the exchange has something that the other party values. T2.The owners of the Plane Rubber and Tire Company are pleased with their low unit costs and high production volumes. Salespeople are unnecessary because buyers are always waiting for new tires to come off the assembly line. Plane currently has a production orientation. T3.The president of Hoppity Flea Collars docs not find it necessary to conduct much marketing research because the telephone selling campaign has been such a successful marketing strategy. Hoppity has a marketing orientation. F4.Having a sales orientation is the same as having a market orientation since both have the ultimate goal of satisfying customer needs. F5.You are about to start manufacturing and selling ferret food. You have met with your board of directors and you all discussed the benefits and sacrifices regarding the purchase of your food. Knowing the ratio of benefits to sacrifices allows you to specify how much customer value you will achieve. F6.The marketing mix variables are product. place, promotion, and price. T7.Conceptually, international marketing differs from domestic marketing only by virtue of the fact that the marketer must operate in more than one nation. TChapter three1. Soft currencies can readily be exchanged for other currencies. while hard currencies are not so easily exchanged.F2. Foreign licensing grants foreign marketers the right to use a domestic company's trademark, patent, or process ina specified geographic area. T3. A multinational corporation is a firm that has entered the international marketplace by exporting its products to aforeign market. F4. Though the first multinational corporations were US based, today it is as likely for a multinational to be Japanese,German, or British as to be American. T5. If it is believed that tastes are sufficiently homogeneous in different parts of the world to allow a standardmarketing strategy everywhere, then a global marketing strategy is appropriate. T6. Use of a straight extension marketing strategy usually results in economies of scale in production and marketing.T7. In a countertrade, goods and services from one country are exchanged for goods and services from anotherinstead of for cash. T8. Some marketing exchanges are still characterized by transaction-based marketing, such as residential realestate sales. T9. Traditionally, manufacturers have focused their energies on making products and then promoting those productsto customers in hopes of selling enough of those products to cover costs and earn a profit. T10. Often, the desirability of partnering in the business market is based upon the fact that each firm brings to thepartnership something that the other needs but cannot provide. TChapter four1. US firms operating in the international marketplace are clearly affected by a legal environment including US laws,international laws, and laws of the host country. T2. Government regulations that tax or otherwise set limits on the number of goods and services by foreignproducers are known as trade barriers. F3. A free trade area extends a customs union by seeking to reconcile all government regulations affecting trade.F4. Trade officials are in full agreement as to the direction the WTO should follow in pursuing its major policyinitiatives. F5. Foreign licensing can build revenues without the capital outlay required for establishment of manufacturingfacilities in a foreign country. T6. The trend toward increased foreign ownership of assets in the United States will probably decline because of theincreased hostility toward and government regulation of foreign- owned businesses operating in the United States. F7. Income left over after an individual pays taxes and purchases the basic necessities of food, clothing and shelter iscalled disposable income. F8. A comprehensive spending pattern shows the percentages of annual family expenditures allotted to generalclasses of goods and services. T9. Import tariffs are the means by which a government controls the in-flow of foreign goods across its borders.T10. Although WTO is a global institutional proponent of free trade, it is not without critics. TChapter five1. Culture is learned behavior passed on from generation to generation, but it is not difficult for the inexperienced oruntrained outsider to fathom. F2. Equality, disadvantaged members of society, safety and health, education and general welfare, pollution aresocial responsibility issues related to community relations. F3. All marketing employees are responsible for setting the ethical tone for the entire marketing organization. F4. Green marketing refers to the development, pricing, promotion and distribution of products that do not harm theenvironment. T5. Water pollution, air pollution, land pollution, safety and health are social responsibility issues related to theenvironment, or green marketing. F6. The vital, critical skill of the global marketer is perception, or the ability to see what is so in a culture. T7. Gestures, carriage, proximity of speakers, eye contact, and smiling all play key roles in a culture's use oflanguage. T8. Every country and culture has a history that will greatly affect both the market and the marketer. T9. Being enthusiastic about a product and having a personal attachment to it are two similar things. F10. Although the hospitality and tourism industries are slightly affected by religious holidays, marketers withproducts related to those industries need to be highly sensitive to this issue. FChapter six1.Early marketing research was fairly sophisticated because statistical techniques were sufficiently refined toproduce high levels of accuracy in research findings. F2.In the event that a new competitor were to enter a market in which you were involved. one question marketingresearch might help answer for you would be “ What must w e do to differentiate our company from our competitor?”T3. A hypothesis is a statement about the relationship among variables that carries clear implications for testing therelationship. It sets the stage for more in-depth research by clarifying what researchers need to test. T4.Trade associations represent an excellent source of private data for particular industries. T5.Sampling is the process of selecting survey respondents or other research participants. Trmation related to global markets is not readily available to American firms seeking to enter foreign markets.The Department of Commerce has only recently begun to collect data to assist firms in this area. F7.Telephone interviews are a suitable method of collecting primary marketing research data all over the worldbecause the telephone is now the universal appliance found in every home. F8.An MIS is a planned, computer-based system designed to provide managers with a continual flow of informationrelevant to specific decision areas. T9.An MIS gathers data only from inside the organization and processes it to product relevant marketing information.Fputers have automated the buying process at large retailers, opening new channels for gathering marketinginformation. TChapter seven1. The target market for a product is the specific segment of consumers most likely to purchase a particular product.T2. The division of the total market into smaller, relatively homogeneous groups is called market selectivity. F3. The number and size of the market segments chosen by a firm must not exceed its marketing capabilities.T4. Marketers must identity segments sufficiently small enough to capture in their entirely and effectively promote toas an exclusive source of some needed product. F5. Marketers are often able to identify totally homogeneous markets segments；there are seldom majordifferences among the members of a target market group. F6. The information, analysis, and forecasts accumulated through the entire market segmentation decision processallow management to assess the potential for achieving company goals and to justify committing resources to develop one or more segments. T7. Using differentiated marketing, Culture's Edge can market a wide range of trips exploring ethnic, cultural, andlifestyle-based issues that together appeal to the majority of vacation travelers, yet sell them in such a way as to appeal to individual parts of that market. T8. Colorado River White Water Raft Tours may take your breath away, but they don't take American Express! Thisrepresents an attempt by Visa Card to position itself with to one of its competitors. T9. The firm's segmentation strategy may change as its product progresses through the stages of the life cycle.During the early stages, undifferentiated marketing might effectively support the firm's attempt to develop initial demand for the product. T10. Marketers can create a competitive positioning map from information solicited from competitors or from publicdatabases that track consumer attitudes, opinions, and interests. FChapter eight1. The principal disadvantage of licensing is that it can be a very limited form of participation. T2. Exporting is the most traditional and well-established form of operating internationally. T3. Licensing, joint ventures and importing are points and tools for global market entry and expansion. F4. Large-scale direct expansion may be less expensive and a major commitment of managerial time and energy isunnecessary. F5. Management contracting includes the sharing of risk and the ability to combine different value chain strengths.F6. One of the advantages of joint venture is better control of sales activities compared with other forms ofparticipation in foreign markets. F7. Licensing is an alternative entry and expansion strategy with considerable appeal. T8. Direct exporting lakes place through sales by foreign distributors, sales agents, and overseas subsidiaries. T9. As export merchants, they are essentially acting as domestic wholesalers operating in foreign markets throughtheir own sales agents or salesforce. T10. International trading companies tend to be large-scale manufacturers and merchants and they are involved inwholesale and retail distribution. TChapter nine1. The final step in the marketing control process is to compare actual performance and standards. F2. In a period of recovery, the best marketing strategy for Electrolux would he characterized by flexibility. F3. In the beer industry, a few large brewers supply the majority of the market. The brewing industry is an example ofthe competitive structure ： Monopolistic Competition. F4. Post Office Parcel Services firms would most likely have a monopoly for its competitive environment. F5. Essex Office Products has decided to use a particular competitive tool that it feels will have a major impact. Itsconsultant, Dr. Bell, contends that this particular approach is the one most easily copied by the firm's competitors.The tool in question is： market segmentation. F6. A small hardware store whose only competitor is a huge discount store would be least likely to use thecompetitive tool distribution. F7. Customer value analysis refers to analysis conducted to determine what benefits target customers value and howthey rate the relative value of various competitors’ offers. T8. Some basic competitive positioning strategies that companies can follow are：overall cost leadership,differentiation, and focus. T9. While trying to expand total market size, the leading firm must constantly protect its current business againstcompetitors’ attacks. T10. Competitor-centered company is a company whose moves are mainly based on competitors’actions andreactions; it spends most of its lime Cracking compelilors1 moves and market shares and trying to find strategies to counter them. TChapter ten1. Ford Motor Company’s marketing strategy in Europe reflects a company that saw Europe as distinctlyfragmented into narrow markets within their specific nation states. F2. The United States can be considered as a good example for regional economic integration. T3. Regional economic integration is the political and economic agreement among countries that give preference tomember countries to that agreement. T4. Global strategic partnerships will become less important in the Asia-Pacific regions. F5. The WTO allows a departure from its policy to grant the same favorable trade conditions to all WTO members inthe case of regional trade agreements ( RTAs ). T6. The goal of a free-trade area ( FTA ) is to abolish work permits among its members. F7. Collaborative agreements can be used to refer to linkages between companies to pursue a common goal. T8. Custom unions levy a common external tariff on goods being imported from nonmembers. T9. Changes in the political, economic, socio-cultural, and technological environments are leading to new strategiesin global competition. T10. Trade creation allows consumers access to more goods at lower prices and is considered a major benefit ofregional economic integration. TChapter eleven1. A company's research and development process is the only way for them to develop new products. F2. The step-by-step new product development process explained in the text has been used by so many companiesover so many years that it is almost failure-proof today. F3. The first full-scale working product from a concept is called a “prototype. “T4. When a product has been in the maturity stage of the product life cycle for a period of time, marketing managershave pretty well lost any control of the product to the competitive vagaries that characterize that stage. F 5. Brand equity is the added value a given brand name gives to a product beyond the functional benefits provided.F6. The marketing objective for a product in the introduction stage of the product life cycle (PLC ) is to promoteconsumer awareness and gain trial. T7. The goal of VCR manufacturers’advertisement is to maintain brand loyalty and market share; the productcategory is in the introduction stage of its product life cycle. F8. Products that are used directly in the production of a final product but are not easily identifiable are categorized ascomponent parts. T9. Machines and tools used in a production process but not as part of final products are classified as componentparts. F10. Routinely purchased items that do not become part of the final physical product and are treated like expenseitems rather than capital goods are classified as supplies and services. F11. A desirable feature for a brand name is it can be used as the general name for all products in the category.FChapter twelve1. Pricing and price competition is the number-one problem facing most marketing executives. T2. External environmental factors have the greatest effect on pricing decisions. F3. “ Forward buying” means that w holesalers stock up on far more merchandise than they can sell duringmanufacturers’ price promotions, and then resell to customers at higher prices after the promotion is over. T4. A firm’s total cost is made up of two components: direct costs and variable costs. F5. “Optional product pricing” is adding services to the base product to differentiate it from competitors and justifyhigher prices and margins. F6. The fact that prices are usually higher ( often substantially higher ) in foreign markets is called price escalation.T7. The Robinson-Patman Act seeks to prevent unfair price discrimination by ensuring that all members at a givenlevel in the channel of distribution are offered the same terms by the seller. TChapter thirteen1. A wholesaler is a marketing intermediary that takes title to the goods it sells and then distributes those goods toretailers, other distributors, and sometimes consumers. T2. A generalization that is usually true of marketing channel length is： The more standardized the product. theshorter the channel. F3. When Coca-Cola and Nestle formed a joint venture to market ready-to-drink coffee and tea worldwide, theyformed a horizontal marketing system. T4. The use of two or more marketing channels to reach the same target market is referred to as dual channeling.F5. Forcing a dealer to take the full line of products in order to get a strong brand is illegal. F6. Once a firm has defined its channel objectives, it should identify its channel alternatives, i. e. the types andnumber of intermediaries and the functions that each intermediary should perform. T7. Third party logistics basically means that firms outsource logistical tasks to independent providers who may adoptone or all of the functions required to get clients’products to market. T8. A direct-marketing channel consists of a manufacturer selling directly to the final customer. T9. Intensive is the type of distribution where there is the use of more than a few but less than all of the intermediarieswho are willing to carry a particular product. F10. When retailers develop private brands to compete with producers’ brands, the type of marketing channel conflictis vertical. TChapter fourteen1. A company's integrated marketing communications mix also goes by the name of promotional mix. T2. Contests, free samples, and coupons are examples of personal selling. F3. Non-personal communication channels carry messages without personal contact or feedback. T4. ACD Corporation sells technical products and its customers are concentrated in a small geographic area. Thecompany will use advertising the most. F5. Companies that use the affordable method base their promotion budget on a certain percentage of current orforecasted sales and / or a percentage of the sales price. F6. Mast larger companies combine push and pull strategies to move their products from the manufacturer to the finalconsumer. T7. When Gin Toy advertises a toy on Saturday-morning television and tells children to ask for the product at theirfavorite toy store, it is implementing a pull strategy in its promotion mix. T8. While the promotion mix is the company's primary communication process, the entire marketing mix must becoordinated for the greatest communication impact. T9. If a push policy is employed in promoting a product, the firm promotes only to the next institution down themarketing channel. T10. A television commercial demonstrating the versatility of the Mercedes sports utility vehicle would best beclassified as product advertising. T11. The main disadvantage with the percentage-of-sales method of setting advertising budgets is that it reversescause and effect. T12. An evaluation of media impact will help determine the media types to be used. T13. Marketers have found much success using standardized ads in their global advertising. FChapter sixteen1. The Matrix organizational structure uses teams whose members report to two or more managers. T2. Small and medium-sized firms most commonly use matrix organizational structure. F3. The process of creating an organization’s structure is called organizing. T4. A marketing control process provides feedback on how well a marketing strategy is working in the marketplace.T5. With regard to “marketing organization”, firms that focus their attention on developing a coordinated marketingmix for each brand are examples of matrix organizations. F6. The hard task of selecting an overall company strategy for long-run survival and growth is called marketingcontrol. F7. The marketing audit is a comprehensive, periodic examination of a company's environment, objectives,strategies, and activities to determine problem areas and opportunities. T8. A marketing audit is a control device used primarily by large corporations to study past performance. F9. Gabble’s Granola has set up a committee to formally study its current status and capabilities and its futureexpectations. Gabble's Granola is conducting a marketing audit. F10. A marketing audit should evaluate a company's whole marketing program on a regular basis. T11. A planning manager from corporate headquarters finds that his eastern region has no effective method ofallocating resources or evaluating goals and performance of the marketing organization. He suggests that the region should prepare a marketing audit. T12. A marketing audit should be conducted by the person who is most familiar with each of the firm's marketing plans.F13. A marketing audit should help determine if the company's marketing objectives are reasonable. TChapter seventeen1. E-marketing is a generic term used to describe all marketing channels facilitated by the Web. T2. One reason so many companies and government agencies are interested in the development of extensiveelectronic commerce is because of its potential to shift or eliminate costs. T3. Electronic commerce has become collaborative commerce. T4. China still takes the lead of the e-commerce both in technology and practices. F5. In the 1990s, the Chinese government enacted *'golden bridge”, "gold card" and "golden gate” projects topromote e-commerce. F6. Traditional marketing, from a communications standpoint, is primarily a one-way medium. TChapter eighteen1. Direct marketing involves one-way connections aimed at consumers. F2. Direct marketing is convenient, easy, and private. T3. Direct marketing is poor in building customer relationships. F4. Internet marketing has the advantage of reducing costs. T5. Direct marketing sales have grown at about 4% annually. F6. A customer mailing list and a customer database are the same. F7. Companies use their databases to identify prospects. T8. Telemarketing is the major direct marketing communication tool. T9. Direct mail marketing involves only selling catalogs to customers. F10. Three new forms of direct mail are fax, e-mail, and voice mail. T。
市场营销英语试题
一、 T r a n s l a t e t h e f o l l o w i n g p h r a s es i n t o C h i n e s e ( 1 5分)1． Distribution channel2． Marketing environment3． Target customer4． Natural resource5． Sustainable development6． Annual report7． Well-recognized8．Company’s image9． New alternative10． Target market11． Respondent12． Brand positioning13． Product origin14． Final consumer15． On-line shopping二、 Translate the words into English(15 分)1．市场细分2．检盘问卷3．年度收入4．生产线5．品牌忠诚度6．第一手数据7．周年特卖8．绿色营销9．销售时机10．主流购置者11．成本订价12．市场据有率13．实体产品14．销售促使15．公共关系三、 Translate the sentences into Chinese(40 分)1、 Advertising objectives should be realistic, precise, measurable and consistent withthe organization ’ s overall marketing objectives.2、 The core beliefs and values people hold in a given society are hard to change.3、 Marketing is a process of finding out the needs and wants of the market then designing products or services to satisfy these needs and wants.4、 The marketing environment refers to any outside factors and conditions related to themarketing activities of an organization.5、 Market research is the systematic collection,analysis and reporting of data to aid marketing decision making.6、 The segments you choose to serve are your Target Markets.7、Ｇ reen marketing consists of all activities designed to generate and facilitate any exchange intended to satisfy human needs and wants..8、 Direct channel means that you sell your products or services directly to the final userswithout involving any wholesaler, retailer, broker or agent.四、 Choose the suitable words to complete the sentences and fill the word in the blank.(10 分 )order, cost, enquire, free, dimensions, charge, guarantee1.Good morning. I'm phoning to ____about your personal computers.2.You asked about the ___. They are meters wide, and...3.You're in our _ __ delivery area, so there'll be no extra __ for delivery.4.We ___ delivery within two weeks after you place an ___.5.It __ us $ to make one unit, but we only ___you $6.五、 Reading comprehension （20 分）The home computer industry has been growing rapidly in the United States for the lastten years. Computers used to be large, expensive machines that were very difficult to use.But scientists and technicians have been making them smaller and cheaper while at the same time they have been made easier to use. As a result, their popularity has been increasing as more people have been buying computers for their homes and businesses. Computers have been designed to store information and compute problems that are difficult for human beings to work out. Some have voices that speak with the operators. Stores use computers tokeep records of theinventories(库存货物 ) and to send bills to their customers. Offices usecomputers to copy letters, record business and keep in touch with other offices. Peoplehave been using computers in their homes to keep track of the money they spend.One important new use for computers is for entertainment . Many new games have been des igned to be played on the computers. People of all ages have been playing these games, People also have been buying home computers to play computer games, watch movies and listen to concerts at home. They have become very popular indeed.puters used to _____.A. work rapidlyB. be large and expensiveC. be easy to useD. be used for fun2.In recent years, computers are being made ______.A. larger and more expensiveB. smaller and cheaperC. more difficult to useD. to work more slowly3.Home computers can be used for ______.A.writing lettersB. playing gamesC. doing businessD. all of the above4.Salesmen use computers mainly to ______.A.check the list of goods and materials that are kept in the store houseB.play games for pleasureC.talk with their friendsD.write letters5.The best title for the passage would be _______.A. New Uses For ComputersB. The Popularity of Home ComputersC.The Home Computer Industry D. Computers At Home6、Please match the English words in Column A with its means in Column BＡＢpopularity compute records entertainment tracka diversion that holds the attentionthe quality of being widely admired or accepted or sought after a line or route along which something travels or movescalculateanything providing permanent evidence of or information about pastevents。
大学英语精读3双语版 (9)
mostly the women members of his group of associates,were assembled.
大部颁是他那君同僚中的女性。
. He walked down the line shaking hands with each and mumbling a few words that were inaudible.
至今无人知晓，墨索里尼的可耻下场有多少具体细节传到了元首的耳里。
One can only guess that if he heard many of them he was only strengthened in his resolve not to allow himself or his bride to be made a spectacle-- not their live selves or their bodies.
然后，他把他仅剩的两名女秘书传来，递给她们毒药胶囊，以备节节逼近的俄国人打进来的时候服用，如果她们想用的话。
He was sorry, he said, not to be able to give them a better farewell gift,
他说，他很抱歉，不能送给她们更好的告别礼，
地堡里一直不断加剧的几乎令人无法忍受的紧张气氛突然间被打破了，
and several persons went to the canteen-- to dance.
好几个人走进食堂—跳起舞来，
The weird party soon became so noisy that word was sent from the Fuehrer s quarters requesting more quiet.
市场营销英语版试题
4p：product、price、place、promotion、4c：customer solution、customer cost、convenience、communication4c的不足之处企业营销可能会在新的层次上统一化，不能形成个性化营销优势4c以顾客需求为向导、但顾客需求有合理性和个别性问题4c仍然没有体现既赢得客户、有长期的拥有客户关系营销思想、也没有解决满足顾客需求的操作性问题。
Concept checkWhat is marketing?Answer：marketing is an organizational function and set of processes for creating communicating, and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders。
Marketing focuses on __discovering and satisfying consumer needs。
What are the four marketing mix elements that make up the organization"s marketing program?Test bank1 a study of marketing can ：EA enable you to be a more informed citizenB help you in your careerC demonstrate how marketing affects your lifeD make you a better consumerE do all of above3 prospective customers include:EA individuals buying for themselvesB individuals buying for their householdsC organizations that buy for their own use (such as manufacturers）D organizations that buy for resale （such as wholesalers and retailers)E do all of above4 marketing seeks to discover the needs and wants of prospective customers and satisfy them 。
工商管理专业英语Unit 9 Types of Marketing Research
整理课件
3
Glossary
• hypothesis [hai‘pɔθəsis]
information needed for future
research.
• 探索性研究也许能帮助明确问题并识别出 在未来的调研中所需要的信息。
整理课件
7
Glossary
• contemplation [.kɔntem‘pleiʃən]
• n. 注视、沉思、打算
• in/under contemplation 计划中
analysis is performed when consumers answer questions such as “Why do you feel that way?”. • 换句话说，当消费者回答诸如“为什么你 会那样想”的问题时就用到了诊断性分析。
整理课件
10
Glossary
• predict [pri‘dikt]
• e.g. In the above example, some
evidence of concomitant variation
exists because advertising and sales
appear to be associated.
• 在上例中，有一些相随变量的证据存在， 因为广告和销售似乎是相关的。
•ห้องสมุดไป่ตู้v. contemplate 注视、沉思、打算
商务英语阅读-unit-9-MarketingPPT课件
12
2. Agent/ Distributors
• 代理商/经销商
• Please translate the following sentences in the text. (Individual work)
• 1)para. 1 • Leading manufacturer • 主要生产商，业内领先的制造商 • Exporting to …. 思考下这两个现在分词的作用 • 现在分词分别做前置定语和后置定语。 • 翻译：本公司是澳大利亚纯正新世纪品牌被子、枕
• top quality • 5% off • Free delivery • Within…
E.g. within 1 week • Money-back
guarantee
• 传统或现代款式 • 质量上乘
• 打95折 • 免费发货 • 在…时间/距离内
• 一年内退款保障
.
10
量身定做—参观家具展览室
• 由no matter + what等引导的让步状语从句。No matter后面接关系代词或关系副词引导状语从句在 句中作让步状语。
No matter what you do, you must be very careful.不管做什么事，你都必须非常细心。
.
8
No matter之后可用what以外的 关系代词或关系副词
• Top quality woods from Britain
• Modern furniture in different kinds of other materials
• 5% off every purchase of over 1,500.
高中英语Unit9HumanBiologyPeriod2Lesson1ToC北师大版选择性必修第三册
UNIT 9 Period Two基础练Ⅰ．单词拼写1．Police have stressed that this is the most ________(精确的) description of the killer.2．Not all doctors truly understand the ________(生殖的) cycle.3．He had to go to hospital for__________(治疗).4．All of our other activities would be pale in ________(比较) with sky diving.5．Ozone is the earth’s ________(屏障) against ultra-violet radiation.6．There is more to good health than the ________(仅仅) absence of disease.7．The use of the correct materials was ________(至关重要的).8．She had to face the fact that her life had changed ________(永远).9．Laughter is one of the most infectious expressions of ________(情感).10．He said that the rich and powerful mustn’t ________(滥用) their power.【答案】1．accurate 2．reproductive 3．treatment 4．comparison 5．barrier 6．mere 7．crucial 8．forever 9．emotion 10．abuseⅡ．单句语法填空1．Such a painful experience was bound ________(leave) its mark on the children.2．The test can ________(accurate) predict what a bigger explosion would do.3．Abuse can lead to both psychological and (emotion) problems.4．In my opinion, the decision was ________(whole) justified.5．He said nothing, ________(mere) smiling and watching her.6．Much of his early work is ________(concern) with the rural life.7．More salt intake may lead ________ raised blood pressure in adults.8．He passed the difficult test and treated us ________ a big dinner.【答案】1．to leave 2．accurately 3．emotional4．wholly 5．merely 6．concerned 7．to 8．toⅢ．完成句子1．It is the third time that ________ for work this week, isn’t it?这是你这个星期第三次上班迟到了，对吗？2．________ to the agriculture is still under discussion.如何在农业上应用这项技术还在讨论中。
- 1、下载文档前请自行甄别文档内容的完整性，平台不提供额外的编辑、内容补充、找答案等附加服务。
- 2、"仅部分预览"的文档,不可在线预览部分如存在完整性等问题,可反馈申请退款(可完整预览的文档不适用该条件!)。
- 3、如文档侵犯您的权益，请联系客服反馈,我们会尽快为您处理(人工客服工作时间：9:00-18:30)。
Section III Situational Dialogues
Dialogue 1
Elements of Public Relations
Bob is talking with Wendy, a PR manager. Bob: Good afternoon, Wendy. I find that many multinational companies (跨国公司) set up independent (独立的) PR departments (部门). What is your opinion on PR? Wendy: PR plays an important role in corporate operation. It is a single, broad concept and contains many elements. Bob : Would you please describe them in a few words? Wendy: Enterprise, the public and media, and so on.
UNIT 9
Public Relations
公共关系
Contents
1
Section I Special Terms
2
Section II Text Study
3
Section III Situational Dialogues
4
Section IV Tasks
Section I Special Terms
in neutral (中立的) media have a great deal of credibility. Thus, publicity
has greater
(great) credibility than advertising.
Section II
Text B
Text Study
Kodak: PR First
Section II
Exercise 3
Text Study
Fill in the blanks with the appropriate form of the words in brackets.
Publicity involves news stories about an organization or its products. It is similar to advertising because it uses mass communication, but it is not paid for (pay for). News stories and features reported (report)
[ F ] [ F ]
[ F ]
Section II
Text Study
Exercise 2 Match the words in the table below with their correct Chinese equivalents. 1. indirect 2. generate 3. catalogue 4. presentation 5. corporate 6. interview 7. figure 8. Investor A. 产生 B. 投资者 C. 间接的 D. 人物 E. 目录 F. 陈述 G. 采访 H. 公司的
[F ] [ T ]
[ T ]
2. Kodak has a good relationship with the public media.
3. Donation is one of the good ways to establish a good corporate image in the public.
Section II
New Words and Expressions
prestige
n. 声望，威望
Text Study
in-house
adj. 内部的
goodwill
n. 善意；商誉
brochure
n. 小册子
undertake
vt. 承担，接受
catalogue
n. 目录
interpret
vt. 理解
PR company officials often write speeches and design
corporate presentations for companies. Presentations are delivered by company executives. Corporate literature Corporate literature includes financial reports, in-house magazines, brochures, catalogues, price lists and any other piece of corporate literature. They communicate with a variety of publics. For example, financial reports will be of great interest to investors and the stock market, since they give all sorts of indicators of the health of a business.
Public Relations
Public Relations (PR) are any purposeful communications between an organization and its publics that aim to generate goodwill. 公共关系 公共关系是指某一组织为改善与社会公众的关系，促进公众对组织的认识、 理解及支持，达到树立良好组织形象、促进商品销售的目的的一系列沟通活动。
1. PR is a direct promotional strategy.
[F ]
[ T ]
2. PR usually involves public media. 3. Senior executives are responsible for generating goodwill for firms. 4. Company managers write speeches and present them directly to the public. 5. The annual financial report is an inside (内部的) document, therefore it can not be issued to the shareholders.
Section II
Text Study
In addition, in order to establish a good corporate image,
Kodak has showed great concern for public welfare (公共福利事 业 ). Kodak has sponsored various undertakings in health, education, environmental protection, sports, and culture. A Kodak Science Prize was established for outstanding (优秀的) students. Meanwhile, Kodak donated (捐赠) to City Education Funds in some cities in western China. Kodak has won a solid reputation in the public through these efforts.
Section II
Exercise 4
Text Study
Decide whether the statements are true (T) or false (F) according to the above text.
1. Kodak, like most enterprises, immediately withdraw all problem products.
indicator
n. 指标；经济指标
presentation
n. 介绍，陈述
industry gathering
行业聚会
stock market
证券市场
Section II
Text Study
Exercise 1 Decide whether the statements are true (T) or false (F) according to the above text.
Kodak faced a tough (棘手的) problem in 2002. A quality problem was
discovered in one type of its cameras. Unlike most enterprises, Kodak
immediately withdrew all problem cameras. The company showed great frankness (真诚) to the media. They gave a complete explanation to the reporters they kept in touch with. In fact, many journalists had been unaware of the case. Kodak took action quickly to deal with the crisis. Thus, the crisis was under control in a short time. Kodak understood that various rumors (谣 言) and reports on the quality problem would spread (散布) if they did not offer an explanation at once. Too much discussion on the case would definitely damage the corporate image.