Unit 2(商务英语口语实训 下册)

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Thirdly, advertisements help consumers build up style of consumption which just as what Colgate tooth toothpaste does; • Finally, advertisements help consumers have better understanding on trends of consumption which like BYD Hybrid advertisements done. • Advertisements can educate consumer relevant knowledge
Sample dialogue (part 1)
• Mr. Chang: Would you give me some expert opinion about marketing our products in the American market? • Mr. Bridges: Well, there are a lot of ways to push sales in the U.S., for example, try to make you known by TV ads. Advertisement on TV costs a lot of money but in a new market, such expenses are absolutely necessary. • Mr. Chang: Now, how to? • Mr. Bridges: In order to guide your advertising campaigns to success, we should work out a careful plan.
• 1) For Consumer • Firstly, advertisements could help consumers understand feature/main function of product, for example Wanglaoji ad shows the product “Afraid lit drink Wanglaoji （怕上火喝王老吉）” clearly; • Secondly, advertisements also help consumers familiar with brand image of the advertiser, as we familiar with Mercedes-Benz ads;
Part Three Classroom Activities
Activity 1
• Your company is thinking about marketing your products in the American market, so you need to seek advice from experts about how to launch an advertising campaign in the US. • Make a dialogue in pairs on the given situation.
• 所以如果你把广告预算都去掉，产品就可以卖得 便宜很多。
Part Two Situational Dialogues Dialogue 3
consultant [kən'sʌltənt] n. 顾问
• • • • • • Engineering Consultant 工程顾问 HR Consultant人力资源顾问 Finance Consultant财务顾问 She is a consultant to the government. 她是政府顾问。 So she contacted his consultant at once to consult with him about this. • 于是她立刻联系他的顾问医生向他请教怎 么办。
in return 作为回报；作为…的报
酬
• He was motivated by love,and expected nothing in return. • 他是出自爱心，并不指望得到任何回报。 • Do something for somebody without expecting anything in return. • 为某人做点什么事情，不期望获得任何回 报。
Part Two Situational Dialogues Dialogue 1
expenses [ik'spens] n. 费用
• • • • • delivery expense 送货费；运输费 prepaid expense 预付费用 traveling expense 差旅费；旅游消费 running expense 经营费用；日常费用 He's bought a big TV at vast expense so that everyone can see properly. • 他花了很多钱买了台大电视，这样人人都 可以看清楚了。
illustration [,ilə'streiʃən] n. 插图
• The illustration shows Mr.John as prince in Hamlet. • 这个插图说明约翰先生在《哈姆雷特》一 剧中扮演王子这个角色。 • A color illustration shows which kinds of buildings and rooms offer the best protection from radiation. • 一幅彩色插图显示了哪些种类的建筑物和 房间能够提供最好的防辐射保护。
client ['klaiənt] n. 客户
• The client left his visiting card on his desk. • 客户将自己的名片留在他的桌上。 • In this pattern, the client needs a service and makes a request for it. • 在这个模式中，客户需要一个服务并要为 它设置一个请求。
Unit 2 Advertising
Part One Warm-up
• (1) What’s the function of advertisements?
• Discuss this topic with your partners in groups.
Key to the Question in Warm-up
Activity 2
• Advertising plays a very important role in our life, but few of us know how it comes out. Do you know? • Discuss this topic with your partners and then report what you have discussed.
Part Two Situational Dialogues Dialogue 2
agency ['eɪdʒ(ə)nsɪ] n. 公司
• • • • travel agency 旅行社 Advertising agency 广告公司 shipping agency船务代理；航运公司 The relief agency distributed food among the poor. • 救援机构在穷人中分发食物。
Sample dialogue (part 1)
be vital tΒιβλιοθήκη Baidu 对…极其重要
• That public spending will be vital to ensure a strong rebound in the national economy. • 这项公共支出对能否保证全国经济强劲反 弹至关重要。 • In some countrysides, more and more people realize that online education will be vital to the success of their students. • 在一些农村，越来越多的人认识到在线教 育对他们孩子的成功至关重要。
work out 制定出
• Negotiators are due to meet later today to work out a compromise. • 谈判者们预定在今天晚些时候会面以找到 一个折中的办法。 • Students worked out a better method of learning English. • 学生们找到了一种更好的学习英语的方法 。
Sample dialogue (part 2)
• Mr. Chang: Could you put it in detail, Mr. Bridges? • Mr. Bridges: The first thing is what media we should choose and when we should place advertising in the media. Very often in a campaign, two or more media are used together. The purpose of our advertising is to draw American customers' interests and keep hold of their attention, so that they may do something in return. • Mr. Chang: What media do you recommend then? • Mr. Bridges: I recommend television. It's much more effective if you're willing to pay a little more money.
• 2) For Advertiser • On the other hand, advertisement is good friend to advertiser. • Advertisements deliver product information to customer, depends on how, where and when that company want to; • Advertisements develop interest of customer to product, attract them take out money; • Advertisements help advertiser to establish a strong competitive advantage by increasing brand awareness and preference; • Advertisements can maintain and increase customer loyalty;
budget ['bʌdʒɪt] n. 预算
• • • • • • Military budget 国防预算；军事预 financial budget 财政预算 national budget 国家预算 The congress approved the budget. 国会批准了国家预算。 And so if you can cut out all of that advertising budget, then you can sell the product for much cheaper.