商务英语Unit2参考答案

商务英语Unit2参考答案
Unit 2 Brands
Part I Business V ocabulary
Directions: There are 20 incomplete sentences in this part. For each sentence there are four choices marked A, B, C and D. Choose the ONE that best completes the sentence. Then mark the corresponding letter on the Answer Sheet with a single line through the center. This part totals 20 points, one point for each sentence.
C1 A brand can be a name, a term or a symbol. It is used to ______________ a product from competitors’ products.
A differ
B compete
C differentiate
D compare
B2 Brands should add value to products. It’s a _______________ effect whereby one plus one equals three.
A energy
B synergy
C coordination
D collaboration D3 The better-known the brand name, the more people want to _______ it _______.
A copy…off
B send…off
C break…off
D rip…off
A4 In the past Calvin Klein took a relatively passive _______________ to the counterfeit problem.
A approach
B method
C way
D mode
B5 But as sales and brand ________________ have risen, Calvin Klein has become an increasingly popular target for Asian and European counterfeiters.
A image
B awareness
C management
D loyalty
D6 I’m worried about the sales of the range of fragrances we ________________ two years ago.
A sold
B mounted
C impounded
D launched
B7 The advert stated – jokingly – that 7 million points were needed for someone to ____________ the jet.
A declare
B claim
C announce
D specify
B8 A business student, John Leonard, intends to take Pepsi Cola to_______________ regarding the promotion because he thinks they should give him the prize.
A home
B police
C school
D office
D9 Customers have become less loyal to brands and are
more willing to
____________ to lower-priced coffee products.
A trade in
B trade for
C trade up
D trade down
C10 It is ________________ as an exclusive ground coffee for gourmets.
A produced
B made
C promoted
D sold
A11 Thank you for the _____________ order of February 2 for 28,800 raincoats.
A captioned
B captioning
C to caption
D caption
C12 Y our order will be ready for shipment by February 28 and be packed _________ seaworthy containers.
A by
B through
C in
D within
D13 Our raincoats are now packed in a polythene bag each and then in a cardboard box, 12 dozen ______________ a carton.
A in
B at
C by
D to
C14 Each carton is ____________ with a polythene sheet and secured by overall strapping.
A lining
B line
C lined
D to line
B15 In addition, the packing is light ________ weight and therefore easy to handle.
A to
B in
C at
D for
A16 Since a polythene bag is used for each raincoat, it is attractive and _________ for window display.
A all ready
B already
C all readiness
D readiness
B 17 ____________ regard to packing in cartons for your order, we would like to give you our comments as follows.
A As
B With
C For
D At
A18 Cartons lined with plastic sheets can be well protected ____________ moisture, for they can be secured by overall strapping.
A against
B for
C by
D through
C19 Since the trace of pilferage is ___________ more evident, it is easier to file a claim against the insurance company.
A many
B lot
C much
D fewer
B20 Therefore, cartons are convenient ____________ handle and quite suitable for ocean transportation.
A for
B to
C by
D in
Part II Phrase Translation
1 国际品牌
International brand
2 民族品牌
National brand
3 品牌商品
Branded goods
4 品牌管理
Brand management
5 高档品牌
luxury brand
6 经典品牌
Classic brand
7 品牌知名度
Brand awareness
8 品牌形象
Brand image
9 品牌忠实
Brand loyalty
10 品牌延伸
Brand stretching
11 物有所值
V alue for money
12 公司战略
Corporate strategy
13 许可权利
Licensing right
14 时装设计师
Fashion designer
15 快餐公司
Fast food company
16 广告宣传活动
Advertising campaign
17 研磨咖啡
Ground coffee
18 市场份额
Market share
19 消费者调查
Consumer survey
20 细分市场
market Segment
Part III Sentence Translation
1.The aim of the advertising campaign is to enhance brand awareness so that
consumers become more familiar with our coffee products.
广告宣传活动的目的是提高品牌知名度以便于消费者更加熟悉我们的咖啡产品。

2.V olvo’s brand image is that of a well-engineered, upmarket, safe car.
沃尔沃的品牌形象就是一款做工精良，定位高端，安全可靠的汽车。

3. A brand can be a name, a term or a symbol. It is used to differentiate a product
from competitors’ products.
一个品牌可以是一个名字，一个术语或者是一个象征符号。

它被用来把一个产品和竞争者的商品区分开。

4.Brands should add value to products. It’s a synergy effect whereby one plus one
equals three.
品牌应该给商品增加价值。

它是一加一等于三的协同增效作用。

5.In the past Calvin Klein took a relatively passive approach to the counterfeit
problem.
过去，卡尔万·克莱因对待造假问题采取了一个相对消极的方法。

6.But as sales and brand awareness have risen, Calvin Klein has become an
increasingly popular target for Asian and European counterfeiters.
但是，随着销售和品牌意识的上升，卡尔文克莱成为一个越来越受亚洲和欧洲的造假者喜爱的目标。

7.Customers have become less loyal to brands and are more willing to trade down
to lower-priced coffee products.
消费者变得对品牌不太忠诚了，更愿意转而购买低价的咖啡产品。

8.Y ou’d be amazed at how many people pay $5 for a T-shirt without realizing it’s
counterfeit.
你会很吃惊居然有那么多人花5美元买一件T恤衫而没有意识到它是件假货。

9.Y ou are a self-employed young fashion designer at the start of your career.
你是一个在你的职业生涯起点的青年个体时装设计师。

10.Consumer surveys show that the Caferoma brand no longer convey a feeling of
excitement and enthusiasm, and that it does not give the impression of being up-to-date and contemporary.
消费者调查显示caferoma品牌不再传递一种兴奋，热情的感觉，它不能给人最新的，当代的印象。

Part IV Sentence Translation
1 请报我方100公吨大米的最低价CIF广州，并表明最早交货期。

Please quote us your lowest price CIF Guangzhou for 100 metric tons of rice, stating the earliest date of shipment.
2 我们相信如你方价格有竞争力，我们能向你方大量订购。

We believe that if your price is competitive, we can place a large order with you.
3 若产品质量好，价格与我方市场相符，我们愿意向你方订一大笔货。

If the product is of good quality, and the price is in line with the market at our end, we would place a big order with you.
4 目前，我们对各种葡萄酒感兴趣，如果能通过航空邮寄最近的价目表，我们将非常感激。

At present, we are keenly interested in all kinds of win es and shall be glad if you will kindly send us your latest price list by airmail.
5 按惯例，我们通常从欧洲供应商处得到5%的佣金。

As usual, we usually get a 5% commission from European suppliers.
Part V Letter Translation
敬启者：
5月5日来信收悉，要求我们报中国红茶的成本加运费至悉尼价。

兹答复，我方现报500箱中国红茶，每箱60澳元CFR悉尼价，2004年7月装船。

付款方式为不可撤即期信用证支付。

此报盘以你方5月15日前复到为有效。

请注意我们的报价非常有竞争力，我们建议你方立即接受。

谨上
Dear Sirs:
We have received your letter dated May 5th, requesting us to make an offer for the Chinese Black Tea CIF Sydney. In reply, we are offering you for 500 cases of Chinese Black Tea at AUD 60 per case CIF Sydney for shipment to be made in July 2004. The payment should be made by irrevocable letter of credit at sight. This offer is valid subject to your reply here by
15th May. Please note that our offer is very competitive and we would advise you to accept it without delay.
Yours Sincerely
Part VI Business Writing
● You are the Head of Research for an international car manufacturer. Y ou have to make an urgent trip tomorrow to visit Pierre Blanco, a colleague who works for a subsidiary.
● W rite a memo to your secretary:
* telling her who you are going to see and when
* asking her to book flight tickets and accommodation
* telling her what work you would like to do in your absence
● Write 40-50 words.
Memo
To: Secretary
From: Lilly Meng
Head of Research for an international car manufacturer Date: 30th October
Subject: Urgent trip
Please note that I have to make an urgent trip at 9:00am tomorrow to visit Pierre Blanco, a colleague who works for a subsidiary. I think I will stay there for one or two days , please book the full round-trip tickets and call the hotel for accommodations for me. If there is something going on in I my absence, call Peter Keeley for help.
LM。