新编商务英语基础教程Unit 6

Unit 6 The Quality and Quantity

I Teaching Aim

1. Cognitive Information(认知信息): Quality and Quantity of Customers

2. Language Focus(内容重点):

1）Word Study: A. cast, complex, relatively, critical, matter, conversely, specific, seminar, initially； B. income, budget, straightforward, cost, beneficial, individual, prospective, overall

2）Phrases: A. in the hopes of, depend on, result in, instead of, be exposed to；B. seek to

3）Key Words: A. spread；B. Specify

3. Grammar: There be 结构

4. Writing （写作技巧）: 英语写作的语气

5. Translation （翻译技巧）: 句子主语的翻译

III Background Information

The Marketing Plan营销计划

营销决策的核心部分就是营销计划。营销计划的作用是：需要营销人员充分地了解营销决策的结果。需要营销人员充分地了解他们所经营的市场。制定目标并且为企业内部人员提供指导。

营销计划无论是计划一年或更长，都要求进行市场研究，以便更好地了解市场。随着对市场的了解，营销人员可以根据以下要点进行计划：

企业任务——企业长期发展的目标。这是企业高层领导的意愿并且长期不变。

宗旨——反映出企业的希望。与企业任务一样，企业宗旨也是从上贯彻到下的。宗旨可能是以财政目标（比如，赢利）或营销目标的形式（比如，达到市场份额的某一水平）。

营销战略——为达到目标，要求营销人员参与制定资源（比如，营销资金）的利用。但是，在营销决策之前（比如，在哪里做广告），营销人员需要制定全面的行动计划。

营销预算——执行营销策略几乎总意味着费用。营销费用必须与营销战术策略相配合。营销部门先制定出全部费用的预算，最终由管理层来决定预算的多少。

IV language and Culture Focus （语言文化要点）

Text A

1 .W ord study

1）cast v.

to throw （sth.），esp deliberately or with force 扔，投，掷，抛

e.g. cast a stone 扔石头

The angler cast his line (into the water). 钓鱼的人把鱼线抛入水中。

2）complex a.

difficult to understand or explain because there are many different parts 复杂的，难懂的

e.g. a complex argument, theory, subject 复杂的论证、理论、学科

3）relatively ad.

in relation or proportion to sb./sth. else；comparatively 相对地；比较而言

e.g. Considering the smallness of the car，it is relatively roomy inside. 别看这辆汽车小，里面还比较宽敞。

Relatively speaking，this matter is unimportant.相对来说，这事并不重要。

4）critical a.

of decisive importance with respect to the outcome 决定性的；关键性的

e.g. We are at a critical time in our history. 我们正处于历史的紧要关头。

Her help was critical (i.e., of great importance) during the emergency. 在紧急情况下，她的援助至为重要。

5）matter v.

~ （to sb.）to be important 要紧，有关系

e.g. What does it matter (whether he comes or goes)? （他来也好去好，）那有什么关系?

Some things matter more than others. 有些事情更重要。

6）conversely ad. contrarily 相反地

e.g. Y ou can add the fluid to the powder or，conversely，the powder to the fluid. 可以将液体加到粉末里，或者相反，将粉末加到液体里。

7）specific a.

①specified, precise or exact 精确的；确切的；具体的

e.g. specific instructions 明确的指示

What are your specific aims? 你有确切的目标吗?

②relating to one particular thing, etc.; not general 特定的；具体的

e.g. The money is to be used for one specific purpose: the building of the new theatre. 这笔钱有专门用途：就是建造新剧院。

8）seminar n.

(of small group of students at a university, etc.) a meeting to discuss or study a particular topic with a teacher 研讨会

e.g. a seminar on Shakespeare’s works 一个关于莎士比亚作品的研讨会

9）initially ad.

at the beginning; at first 最初；开头；首先

e.g. She came initially to spend a few days, but in the end she stayed for a whole month. 起先她只打算来待几天，但后来却住了整整一个月。

2. Phrase

1）in the hope of/in hopes of

because of the wish for sth./that ... 怀着……的希望

e.g. I called in the hope of finding her at home. 我希望她能在家才给她打的电话。

2）depend on sth. to be decided by sth. 视……而定；取决于

e.g. A lot will depend on how she responds to the challenge. 这在很大程度上将取决于她对这一难题的反应。

How much is produced depends on how hard we work. 产量的大小在于我们努力的程度。

3）result in sth.

to have a specified effect or consequence 结果是，导致