手机彩信学英语

手机彩信学 Raw Materials Q-We need some more plastic to make our products. Where do we get it? 我们需要更多塑料制造我们的产品。我们去哪里买, A- We need to go to a plastic raw material company’s office, or buy it online. 我们要去销售塑料原材料的公司购买或在网上购买 Q- Where is the closest plastic material company where we can buy plastic chips? 要购买塑料芯片哪家塑料原材料公司最近呢, A – It is about 30miles form here. Let’s buy 2 tons of it online 最近的离这里大约三十英里。我们网上订购2吨吧。 Raw Materials原材料 Crude materials,component parts, and subassemblies required to bgein the production process.开始生产所需要的原料、元件和组件。 They are the basis它们是基础 Purchase采购 type of demand(需求类型) vertically integrate(垂直整合) raw material prices(原材料价格) predictable(可预计) open market(开放市场) shortage,price swings(短缺，价格波动) Crude materials, component parts and subassemblies are the raw materials of a manufacturing or production process. They are the basis of the porduct or service of most companies,os without them there is no business. They are purchassed from time to time depending upon the type of demand for them during the production process. Some companies vertically integrate themselves to sell raw materials to their own factories. These companies can control their raw material prices more predictably. Other companies just buy raw materials on the open market and trust there will be on shortage or strong price swings. 原料、元件和组件都是制造或生产过程中所需的原材料。对大数公司而言，它们是生产和服务的基础， 没有它们就没有生意。在生产过程中人们会根据不同的需求不定期的进行采购。有些进行垂直整合的 公司为自己的工厂提供原料。这些公司能更有预见性地控制们的原材料成本。另一些公司从开放市场 上购买原材料，并相信市场上不会有短缺或强烈价格波动。 Quality Our----on this product is the best in the market(我们产品的-----在(同类产品)市场中是最 好的。 Quality(质量) After sales service(售后服务) Warranty( 保修) Quality(质量) The durability and fitness of a product to be used for a certain purpose and amount of time.(在一定时间内，为一定目的而使用的某产品的耐用性和适切性。 From the customer’s point of view, product quality is one of the most important features a product can have. Customers want a product that is reliable. Many managers have spent a lot of time focusing on this one key point. Movements like Total Quality Managgement (TQM)and the ISO certifications (ISO9000,9001,ect.) all exist for this reason. Customers want a product that works as promised and lasts long. They want to buy from a company with a good warranty that will repair or replace it if it does break.(在 客户看来，产品质量是产品的一大重要特性。许多经理都花费大量的时间关注这一要点，因为消费者 希望他们所购买的)产品质量是可靠的。全面品质管理(TQM)和ISO认证(ISO9000、9001)等 体系因此而产生了。消费者希望得到的产品能像宣传承诺中所说的那样经久耐用;他们的也更倾向于 购买那些有维修和更换保证书的产品。 Employee(雇员) The best way of finding out what is happening in a company is to__(了解公司情况的最佳方 式是__(talk to the secretaries与秘书交谈 talk to the lower level managers与低层领导交 谈 listen to the gossip at the water cooler聆听人们在厕所里的闲言碎语) An individual who works for a company or organization(为公司或组织工作的个人。) Keeping your staff informed and updated about key developments in your company is critical to maintaining morale, team spirit and corporate culture. If everyone knows what is happening and has an understanding of where the company is going and why, they will be more productive. It is also important to rememper that your employees are communicating every day with your key audiences; your customers and suppliers. Employees must have the best possible information. A customer will be impressed if any secretary can tell them in detail about a new product or the company’s environmental policy.定期让你的员工了解公司的重要发展对保持有异议斗志，团体精神和企业文化至关重要。如果 每位员工都获取相同的信息，共同理解公司的发展方向和这样的发展的原因，他们将更多发挥出他们 的能量。而且很重要的一点是记住，你的员工每天都与你重要受众对象进行交流，特别是客户和供应 商。他们必须获取最充分的信息来帮助他们有效地工作。如果任何一位秘书能对顾客详细地介绍新产 品或公司的环境政策，那么顾客将对公司产生深刻印象。 Spokesperson发言人 A good spokesperson will know the organization and know_____ 一位优秀的发言人应该了 解企业，知道_____(what will make a good press release 如何开好新闻发布会 what will make a good news story制造好的新闻故事 the tough questions media will ask 回答媒体 的苛刻问题) A senior company representative who will speak at a news conference or give interviews.要在一个记者招待会发言或与于采访的公司高层代表。 A spokesperson is the face and voice of an organization. This is a person who will give many interviews to the media. This person must explain the actions as well as the position and decision of an organization on many issues. This person must also keep up to date on breaking news. If a news conference is scheduled for 3pm and a new fact is discovered by the media at 2:45, they will certainly focus their questions on this fact. A spokeperson will give the message of the PR department and leaders of the company. This person must look good, think on their feet,and in some cases stonewall and misinform.发言人代表着一 家公司的形象和话语权。他必须接受来自媒体的诸多采访，阐述公司行为和公司立场以及相关事件的 决策。因此发言人必须时时跟踪最新消息。假设新闻发布会将于下午三点召开，而2:45突发新情况， 那么发言人必须把这一消息传达给公关部门和公司领导。发言人必须仪表仪表端庄、才思敏捷，否则 会阻碍议事，发布错误信息。 中国各大银行的英文名称 中国人民银行 People's Bank of China 中国人民建设银行 People's Construction Bank of China 中国工商银行 Industrial and Commercial Bank of China 中国农业银行 Agricultural Bank of China 中国银行 Bank of China 交通银行 Bank of Communications 中国投资银行 China Investment Bank 中信实业银行 CITIC Industrial Bank 中国光大银行 Everbright Bank of China 厦门国际银行 Xiamen International Bank 发展银行(广东) Guangdong Development Bank 中国国际信托投资公司 China International Trust , 中国人民保险公司 Investment Corporation 中国人民保险公司 People's Insurance Company of China 平安保险公司 Ping An Insurance Company 中国人寿保险公司 China Life Insurance Company Ltd Culture文化 In our culture we do not shake hands, we___ 我们的文化中，没有握手这种礼节，我们__- Kiss on the cheek 亲吻面颊 Bow 鞠躬 Touch foreheads触摸前额 Culture文化 Shared items, thinking, lifestyles, ceremonies and symbolism that brings people together into a group .将不同的人们联系到一起的事物、想法、生活方式、各种庆典和不同的象征意义。 Reading阅读 Culture文化 Culture includes all the things and stratedies that groups of people have invented to live better. They may be generally similar, but are unique to each group of people. Culture includes language, art ,beliefs, religion, education, clothing and fashion, technologies, ceremonies, holiday, and food. Culutre is what defines a group of people. Culture is what defines you. Think for a moment about the differences between people from Los angeles in 2008, and Shanhai in the 1930s. How was their environment different? How about a Zulu warrior and a white city person from South Africa?文化包括了人们所有创造的可以让生 活更加美好的所有事物和方法。这些文化可能有共通之处， 但不同的人群又能各具特色。文化包括语 言、艺术、信仰、宗教、教育、衣服和时尚、科技、庆典、节日和食物，等。文化就是如何定义不同 群体，如何定义你自己～想想2008年的洛杉矶人和19世纪30年代的上海人有多大的不同啊。他们 所处的环境有何不同,来自祖鲁德战士和南非的白人是什么样子呢, Culture shock文化不适应 The biggest culture shock I had living in Argentina was ____ 我在阿根廷碰到的最大的文化不适应是_____ The food食物 The language语言 The seasons季节变化 Culture shock 文化不适应 Psychological or physical stress and discomfort fromcontact with another culture接触其 他文化时，心理所感受到的压力或适应 Culture shock 文化不适应 Everyone has a culture, and many are quite different. When two people from different cultures come in contact with each other, they often will feel culture shock. This is especiall true if one is forced to adapt to a foreign culture. How do you feel when your culture is challenged? Asians often eat rice with chopsticks; italians often eat pasta with forks, imagine one goes to live in the country of the other. The foreigner feels pressure to conform, the local try to push the foreigner to do things the iocal way. Foreigners and locals, men and women, managers and workers; they all must adapt to each other’s culture.每个人都有自己的文化，这些文化之间都有很大的区别。来自不同文化的两个人接触对方时， 都会体会到一种文化不适应，这一点在一个人被近接受外来文化时尤为明显。当你的文化受到挑战时， 你感受如何,亚洲人用筷子吃米饭，意大利人用叉子吃意大利面。想象一下一个人出国生活的情形。 当地人试图让外国人入乡随俗，但外国人感到这橛会有压力。无论是外国人还是本国人、男人还是女 人、经理还是员工，都应该适应对方的文化。 Culture key文化重点 Our culture believes___我们的文化认为_____ We are descended from a dragon.我们是龙的传人。 Free will is the most important自由意志是最重要的 A serpent god lives in our brains 巨蟒神控制着我们的大脑。 Culture key文化重点 Central ideas that define a culture like ―dragon‖ for china and ―free choice‖ for the USA定义一种文化的中心思想，例如―龙‖和中国或―选择自由‖与美国。 Reading Culture key文化重点 People may carry a different culture around in their heart and brain from someone who lives just next door. The main differences that define different cultures are culture keys. These are the central ideas that define a group of people and bond them together.. parents tell chinese living in the USA and in china that they are all descendants of the dragon. Culture keys go beyond physcal things. They are based in the stories your parents told you, your knowledge base about the world and your assumptions about others. We are all governed by our culture, our decisions and actions are strongly affected by our culture keys. 受到邻居的影响，人们的心里或脑海里可能会蕴含另一种文化。文化重点是区分不同文化的主要标志。 有一些关键的概念可以用来区分不同人群。居住在美国和中国的华人们， 都会被父母告知自己是龙的 传人。文化重点跨越了物理界限:它会出现在父母给你讲的故事中、你对世界的了解中以及你对其他 事物的猜测/看法中。我们的所作所为都会受到文化的影响:文化重点无时不记得地影响着我们的决定 和行动。 Cultural Fitness文化的适应性 I do not understand mr. Talofa well. His----- stange to me . 我不太能理解Talofa先生，他 ——对我来说有点奇怪。 的 —language is 语言 Behavior is 行为 Eating habits are 饮食习惯 Cultural fitness文化的适应性 Your ability to understand and interact with your own culture and that of others.对自身文 化和别人的文化的理解和互动能力。 Reading 阅读 Cultural fitness文化的适应性 Are you able to understand others or do you just think ―cracy peoole‖ when you see soneone behaving different from you? Whether you wear a western suit or a chinese Qipao dress, use a fork or chopsticks to eat with, or drive a car, ride a bike or take a bus to work all are affected by your culture. Can you understand people who have never been on the internet or don’t wear the same fashion as you? Older people and younger people within one culture also often must exercise their cultural fitness to get along with each other. To be culturally fit, you must understand others and accept theirs and accept their differences.当看到别人的表现和你不一样时，你会表示理解，还是觉得―他/她疯了‖,无论你身穿西 式洋装还是中式旗袍、用叉子或是筷子用餐，还是开车上班，骑自行车或坐公交车，这些都受到你所 处文化的影响。。你能理解一个从来没上过网或者从来没有和穿过你所穿的时尚衣服的人吗,处于同种 文化中的年长者和年轻人也需要经常实践文化适应性，以便相处融洽。为了适应不同文化，则必须理 解和接受他人与你的不同之处。 Stakeholder风险共担者 Do you have many stakeholders?你有很多风险共担人吗, Sure, we are a large company with many products that we sell to the public.当然，我们是 一家拥有众多产品的大公司，产品销售给广大公众。 Not really, we are a small company with only a few corporate customers.事实并非如此， 我们是一家只有少数客户的小公司。 Stakeholder风险共担者 Any individual, group or organization that has an interest(―stake‖)in an organization.和 公司有利益(风险)关系的任何个人，团体或组织。 Reading阅读 Employee雇员 Suppliers供应商 The public公众 Tax collection征税 Your employees need to be kept up to date with company news. Your suppliers are a key component of your business. The people who won your company are also important . the community at large---such as people who livenear your factories, families of youir employees, or just the public generally----want to be reassured that your organization is acting responsibly. And the vovernment has reasons to take an interest in your business, including tax collection, licensing of products and processes, employee health and safety, and corporate governance. All these are ―stakeholders‖that need information. 员工需要及时了解公司动态。供应商是商业的关键要素，公司的所有者也很重要。要让靠近工厂的人、 员工的家属或者仅仅是普通民众等大众群体对公司的负责感到安心。政府也会对商业产生兴趣，包括 征税、产品执照和制造、员工健康及安全以及公司监管。所有这些都是风险共担人需要的信息。 Adjourn休会 Q- I propose that we adjourn the meeting. Any objections? 我提出我们休会，有反对意见吗, A- yes, we still have not talked about increasing my salary.有，我们还没有讨论我加薪的问 题。Q – your salary is already double that of everyone else. This matter is without merit. This meeting is adjourned.你的工资已经比别人高了一倍。这个问题没有价值。现在休会。 A – but I want more money! Open the meeting again!.... 但是我需要更多的钱～请再次开 会～…. Adjourn 休会 The end a meeting 结束会议。 Reading 阅读 Bring it up 提出 Time and place时间和地点 Next meeting下次会议 Close the meeting结束会议 Clarify澄清 Last chance最后的机会 Change your mind改变你的主意。 After all agenda items are handled, the chair will ask if there are any items not on the agenda that should be discussed. If anyone in the meeting has anythingon their mind, this is the time to bring it up. Next, if another meeting is needed in the future, it is discussed and a time and place are set for it. Finally, the chair will close or adjourn the meeting. Adjourning a meeting is formally closing it and finishing up. Sometimes the secretary of a meting will ask questions to clarify something someone said in the minutes. This is your last chance to change your mind. Then a gavel is struck and the meeting is over. 在所有的议程都完成后，主席会问还有什么应该讨论的。如果以后还需要开次会议，就下来就 是讨论下次的会议并定下时间。最后，主席会宣布会议结束或者散会。有时秘书会再一次阐明某人说 过的话，这是更改意见的最后一次机会。小木槌一敲便意味着会议结束。 Culture shock文化不适应 The biggest culture shock I had living ih argtina was_____我在阿根廷碰到的最大的文化不适 应是____ The food.食物 The language语言 The seasons季节变化 Culture shock文化不适应 Psychological or physical stress and discomfort from contact with another culture.接触其 他文化时，心理或生理所感受到的压力或不适应。 Culture shock文化不适应 Everyong has a culture, and many are quite different. When two people from different cultures come in contact with each other, they often will feel culture shock. This is especially true if one is forced to adapt to a foreign culture. How do you feel when your culture is challenged? Asians often eat rice with chopsticks; italians often eat pasta with forks. Imagine one gose to live in the county of the other. The forelgner feels pressure to conform, the local try to push the foreigner to do things the local way. Forelgners and locals, men and women, managers and workers; they all must adapt to each other’s culture. 每个人都有自己的文化，这些文化之间都有很大的区别。来自不同文化的两个人接触对方时， 都会体会到一种文化不适应，这一点在一个人被迫接受外来文化时尤为明显。当你的文化受到挑战时， 你感受如何,亚洲人用筷子吃米饭，意大利人用叉子吃意大利面。想象一下一个人出国生活的情形。 当地人试图让外国人感到这样会有压力。无论是外国人还是本国人、男人还是女人、经理还是员工， 都应该适应对方的文化。 Identify problem发现问题 Q:my computer didn’t work, so customer service asked me a question…我的电脑坏了， 所以客服人员问了我一个问题… A1: did you plug it in ?你把它插入了吗, A2: what seems to be the problem?可能发生的问题是什么, A3:do you see any lights or hear any noise when you press the button?在你按键的时候， 你看到灯亮或听到什么声音了吗, Identify problems发现问题 Finding out what is or could be wrong with a product or service.找出产品或服务存在或可能 存在的问题 Identify problems发现问题 Identifying problems is the process of finding out what is or could be wrong with a product or service. To identify the problem clearly is the first step in the customer service cycle for after sales service. It is also usesulf in sales, before the customer has bought a product. In both cases there is a standard step by step cycle to go through in the interaction with the customer . it should only take a few minutes, so they should be patient.发现问题是批 量找出产品或服务中存在或可能存在 的问题。客户服务环节中售后服务的第一步就是清楚地发现问题 所在。销售中，在客户购买产品前发现问题同样有用。这两种情况下，和客户交流都有的程序步 骤可以遵循。发现问题可能需要几分钟，所以客户也要有耐心。 Background背景 Q: tell me about the product you bough….和我说说你买的产品… A1: it is a volkswagen Polo car, I bought it last year.这是一辆大众Polo车，我去年买的。 A2:it is an IBM computer, I got it in Hong kong.这是一台我从香港买的IBM电脑。 A3:I bought this one year health club menmbership ablut 9months abo, but I never went….9个月前，我买了张一年的健康俱乐部会员卡，但是我从来没有用过 Background背景 Getting the who, what, where, when, and why of a porduct.what model is it,were and when did whey buy it , and who used it.了解产品的有关信息，包括:客户，什么产品，生产 地点，时间以及用途、产品型号，何时购买、用户是谁等。 Listen聆听 Q:how do you listen to your customers?你如何与客户沟通, A1-our customers can communicate with us by phone on our main office line or our800 hotline.客户可以致电我们的办公电话或拨打我们的800热线。 we also have a website form they can fill out asking for help我们也有网站表格，客户A2: 可以填写寻求帮助。 A3:not many customers come in to our office these days.现在很少有客户会直接来我们的办 公室 Listen聆听 To hear the voice of the customer, whether spoken or written.听取客户口头或书面表达的心 声。 Reading阅读 Listen聆听 In all situations when you identify the problem with a customer, you must listen carefully. One useful technique is to repeat what they say using different words to makesure it is correct. If you listen carefully, you can isolate the problem. In the customer’s mind there may be a few problems together thatcause them to contact you. You need to separate them so you can fix them one by one. 当你要找出客户提出问题时，你必须仔细聆听。常用的技巧是用不同的语句来重复人们的话，以保证 理解正确。如果你仔细聆听，就能将问题分离出来。客户可能觉得存在好几个问题，所以才与联系。 你要将这些问题分割开来，然后一个一个地解决。 Repeat重复 I am sorry, can youj repeat that please.对不起，请你重复一遍可以吗, A- I already told two people before you. But I will say it again. I bought your microwave oven yesterday. When I turned it on last night I was transported to the year1803. after an hour, I woke up and I was back in my own bed. Something is really wrong with your microwave!我已经和两个人说过了，现在又要和你重复一遍。 我昨天买了你们的微波炉，当昨晚使 用它的时候，时光倒流到1903年。一小时之后，我醒了并且回到了我的床上。你们的微波炉真的有 问题～ Repeat 重复 To say again or re-stat something for the purpose of clarity为澄清某而现说一遍或重申。 In the customer’s mind there may be a few problems together that cuse them to contact you. You need to ask them one by one. For example, a customer says they cannot print something, and through listening and repeating and isolateing you find they installed some software wrong in their computer and the printer is not connected. Now you know they have two problems , and how to solve each.客户总是在有几个问题同时出现时才会和你 们联系。有时你需要让他们重复出现的问题，以便帮他们逐个解决问题。例如，客户投诉说打印机不 能打印，通过聆听、重复和问题的分离，你发现原来他们在电脑上安装了错误的软件，而且没有连接 打印机。这时，你就知道他们有两个问题，也知道如何分别解决。 Event budget活动预算 We need to develop a good budget for our event. We want to pay specia attention to _____我们需要对这个活动做一个很好的预算。尤其注意____ –the expenses 支出 --the revenue收入 -the profit利润 Event budget活动预算 As estimate of the money it will take to run an event and how much is expected to come in as revenue.开展活动所需的预计投资以及预期的收入。 Reading阅读 Holding a meeting or expo is esay if there are only a few people and the location is not expensive. It gets harder and mor expensive as you add people or hold it at a large venue. In general, there are two main things to think about. One is the budget; how much will it cost to run the event. This is the sum of the rent, the equipment , and many other wervices you need to purchase, including a deposit on the rent(whitch you should get wrong), security service, and food service. The budget for your event should be realistic,and should include enough for contingencies if something goes wrong.如果参加会民的人数不多，而且场 地也不贵的话，举办一个会展就会相对容易。如果果你增加了人数或选择一个较大的场地进行的话， 举办活动的难度会增加，同时费用也会上升。通常，举办活动要考虑两方面的主要因素。其一是预算， 急举行活动要花多少钱，包括租金、采购设备和需要服务费用，还包括押金(如无发生意外情况，那 么可以退回押金)，安保服务和餐饮服务费。活动预算应切合实际，并涵盖意外情况所产生的费用。 Event finances项目财务 Fiona wants to use __financial system to do the accounting for this accounting for this industry expo.菲奥娜要用__财务系统为这个行业展的做账目。 - a current accounting当期会计 - an amortized accounting分期会计 - a software based 基于软件的 event finances项目财务 the money that goes in and comes out of an event and what accounting system will be used to track it .举办活动的各项实际支和收入，以及采用什么会计系统做帐。 阅读 The other main thing to think about is finances. Where will the money come form? When you will get it ?where will the money go if there is any profit from the event? You need to think of these before the event. If there is any profit. You wili divide it up among the investors. If there is a loss you must divide that up , too; budget and finances are two parts of the thing. They are how to manage the money that comes in and goes out of the event. Everyone should try to be efficient when running events; costs can be high if managers are not careful about their spending. Careful management can result in a profit. 开展项目要考虑的另一个因素是财务。资金从何而来呢,何时到账,如果项目能盈利，资金应如何分 配,因此在开展项目以前，这些都要考虑。如有盈利，投资人应进行分配。如有亏损，也应有投资人 分担。预算和财务是同一件事的两个方面，即如何管理项目的收入与支出。项目成员在项目运营中应 该力求高效;如果管理层对其支出不小心谨慎，项目成本可能会比较高，而管理到位才能有利润回报。 Event cost项目成本 We can ___ ___to use at the expo next week.我们___用于下周的展览。 -buy, a table购买，桌子 -rent, some floor space租借，占地面积 -lease, some furniture租赁，家具 Event cost项目成本 The price or value it will take to purchase, rent, or use something. 购买，租赁，或使用某物所付出的价格或价值。 Reading阅读 Finances of the event go beyond the budget. One of the biggest areas to focus on is the costs to set up and run the event. There are many professional event management companies that make their living on the difference between how much they pay for an event and how much their customers pay them. These companies are worth it if the event is difficult or complicated, or you are not worried about money. In bad times or for smaller events, you might manage it yourself. You may bring in much form exhibitors and participants. You just need to balance your costs against this revenue.项目经费一般超出预 算。 问题主要集中于成本的预算和项目的承办上。很多专业的项目管理公司依靠其客户自行开展项目 的预算资金与由他们代理开展项目所需资金的差额，来生存。尤其是那些复杂而困难的项目，聘请这 些公司的价有所值。而在经济不景气或项目较小时，则可能自己管理。只要能做到收支平衡，这样能 从参展商或主办方那里获利丰厚。 Resources资源 We have to use our ___ resources carefully, they are precious to us.我们必须仔细地使用我 们的__资源， 它们非常珍贵。 Tim时间 Money资金 People人力 resources资源 Something that is under your control that you can use to achiee a goal.供你支配的东西， 你可以使用它来完成目标。 There are two main kinds of resources that are needed to put on most neetings and expos; time and money. Time is needed to do the preparation tasks of the event. Money is needed to pay for service to make the event run smoothly. You will also need people to ren the event, design services for all of the marketing materials and decoration, government and industry influence, advertising services , and many others. Most of these you will buy, but some of them you may have or can get without money, in general, these are called intangibles; they also include your reputation in the industry and goodwill.大部分的会议和 会展都需要投入两大类资源，即时间和金钱。时间被用于完成与活动举办相关的准备工作。金钱被用 于支付确保活动顺利进行的服务费用主。除了时间我金钱外，还需要人员来开展活动，设计所有市场 推广资料和装饰服务、政府或行业影响、广告服务以及很多其他事宜。其中的大部分资源你要出资购 买，但是也有一些现有或可以免费获得的资源。总之，这些资源被称之为无形资源;其中也包括你在 这个行业内的声誉和信誉。 Time resources时间资源 We are racing against time to get everything done to ___ our event. 我们正在和时间赛跑 __我们的项目。 —prepare 准备 — plan — hold 开展 time resource时间资源 the time that you have before and during an event to prepare for each part of the event.项目开展前以及项目开展过程中用于准备项目各个环节的时间。 Time is the most precious resource in starting and managing meetings and expos. These are concentrated events. Organizations can spend a year planning one event that is over in just a day or two. Any one who has managed an event thinks back and makes a list of what they would do better or differently if they had more time. Time is needed to seach all the available venues, make the marketing package, contact and arrange sponsors and speakers, and get participants. Most event decisions get pushed because there is not enough time; time is the key resource event managers want more of. Smart people start early. 在会议和会展的启动和管理阶段，时间是最宝贵的资源。会议与会展都是时间集中的项目。组 织机构可以用一年的时间来计划一声为期只有一天的或两天的活动。任何有活动管理经验的人在回顾 时都可以列出一张改进清单，记录如果有更多的时间，他能做得更出色，更与众不同。人们需要时间 寻找合适的场地，制作一揽子市场推广，联系赞助商，演讲者，邀请参会者。因为没有充足的时 间，多数相关决定只能仓促而成。因此时间是活动管理者最想得到的关键资源。聪明人会及早启动项 目。 Money resource 财力资源 It will be expensive. We will use all our____to put on this event.费用会很贵，我们要用所有- ___主办这次活动活动 Cash现金 Credit存款 Credit line贷款额度 Money resources财力资源 The cash, credit, and finacing that is available toyou to use to prepare for each part of the event.可以用于准备活动每个环节的现金，存款或融资 Money is needed for almost all the tasks in a meeting or expo. Money is dedicated to the event by an owner, investor, or sponsor of the event, it will be put in by the people or organizations that will benefit form the event. Money must be available when it is needed, in the amount that is needed. Estimating how much and when money will be needed is a key task that should be done by someone with experience in managing events. Arranging this money and 30% more is a key task for someone with financial experience. Events ALWAYS take longer and cost more to arrange than you think. 会议或会展中几乎所 有事项都要钱。金钱由项目的所有者、投资者或赞助商提供。资金由项目的受益人或公司出资。资金 必须及时足额到位。评估项目所需资金数量以及何时到位的工作至关重要，必须由项目管理经验的来 完成。安排资金以及项目30%以上的工作是由有财务经验的人员来完成。项目的实际时间和成本总是 会比预期的要长。 People resources人力资源 People are the key to a successful event, we don’t have enough__.举办成功的活动，人员很 重要，我们没有足够的___ -registration assistants注册经理 -electricians电工 -floor managers楼面经理 People resources人力资源 The unskilled and skilled labor and managers available to you to use to prepare for and run an event.在筹备和举办活动时可供你支配的熟练与非熟练劳动力以及管理人员。 People are also needed in large number for larger events. People are needed for installing exhibits, preparing the venue, doing registration, giving direcitions, ensuringsecurity, cooking and serving food, and for maintenance services. A small army will be needed for a large event like an industry expo with over 50000 visitors. Many of these will be skilled or low skilled laborers. If you run the event yourself you must find and train all these people yourself. If you hire an event management company,they will take care of the human resources for a fee. Most who run large events hire these companies.大型活动一 般需要大量的人员投入，用于展品布展、场地准备、登记、导向、安保、烹饪、布菜和维护服务。如 举办参观人数超过5万的行业展览会这橛的大型活动就需要一部分的人员。这些人中有熟练或不太熟 练的工人。如果你自己管理活动，你必须新版选定并培训他们。如果你雇佣一个会展管理公司，他们 会因付出的人力而收费。大多数举办大型活动的公司就会雇佣这类公司。 News release新闻发布 Because Tony had prepared good Q&A, his boss__因为托尼已经准备好了问答，所以他的老板 __ -had an answer for every question对每个问题都有了答案 -wasn’t caught lying撒谎没有没人发现。 -knew what to say 知道说些什么 News release新闻稿 Shot statement or information issued to the madia to publicize an organization’s news or views.在媒体上发表的，用于公开公司新闻或观点的短篇声明或信息。 PR staff are always looking for a chance to promote their organization in a positive way. These might include a product launch, the appointment of a new member of the senior management team, the opening of a new building or factory, the publication of a company’s annual financil results, or even bad news. These events can be used proactively to reach the media. How to do this will depend on each case. For some, a simple press release or news conference is enough (or a video news release for TV). A small briefing is a good way to explain a complex message to a small group of specialist media. 公关人员总是寻找契机正面的推介其公司。这样的推介可能包括新品发布会、高层管理团队 新成员的任命、新楼或新厂的落成、公司年度财务报告的公布，甚至是负面消息。这些活动都可以积 极推动和媒体的联系。如何做新闻发布取决于各种不同的情况。在某些情况下，一份简单的新闻发布 或记者招待会就足够了(可给电视台的视频新闻发布)。开个小型通报会也不失为一个向专业媒体解释 复杂资讯的好办法 Groups and teams群体与团体 Groups and teams are how___群体和团体如何___. -most projects get done完成大部分项目 -most projects get rewarded使大部分项目获得回报 -people work best最出色地完成工作 Group and teams群体与团队 Groups and more than one person with a mutual interest, teams are groups focused on a groups focused on a goal. 群体由一个以上具有共同兴趣的个人组成，团队由关注共同目标的群体组成。 Groups anre more than one person with a mutual interest, teams are groups focused on a goal. Managing groups and teams is mostly about setting goals, getting everyone to agree on tasks and resources, and working together to achieve goals. Groups are made up of individuals, so the interaction between people comes into play as individuals with different back and cultures must work with each other. Sometime these differences help the group or team succeed with creative thinking and problem solving. Sometime these differences have a negative effect with endless arguments and disagreements. 群体由一 个以上具有共同兴趣的个人组成，团队由关注共同目标的群体组成。管理群体与团队主要指设定目标， 统一意见后为实现该目标而共同努力。群体由个体组成。 来自不同背景和文化的个人必须互相合作。 有时，这种差异性带来的富有创意的想法，最终成功地解决问题。有时，它而会产生负面影响，比如 无休止的争辩。 Heterogeneous, homogeneous异类和同类 Heterogeneous means-___, homogeneous means__异类指，同类指__ -all different, all the same完全不同，完全相同 -varied, similar不同的，相似的 -long arguments, quick decisions长期争执，快速决策 Heterogeneous, homogeneous异类和同类 Heterogeneous means different, homogeneous means the same. 异类即不同，同类即相同。 Homogeneous groups usually have similar opinions and ideas, so their ideas and solutions to problems will be similar they usually make decisions faster because everyone is on the same page. Heterogeneous groups often take more time to present, review, and negotiate different ideas or approaches to the same problem. They may have more and better quality ideas, though. When putting together a group or team, then, it is best to figure out what the group of team is for. Homogeneous groups or teams may be best for quick action, heterogeneous may be best for creative solutions to new problems.同灰群 体通常拥有相似的观点和见解，因此他们的见解和解决方案也会类似。大家意见一致，因此决策更快。 而异类群体对同一个问题会有各种不同的看法和处理方法，通常需要花费更多的时间进行讨论、审查 和商议。不过尽管如此，他们也许会有更好的见解。在组建一个群体或团队时，最好明确何种团队是 最合适 。同类群体或团队也许行动快捷，异类群体可能会有独到的解决方案。 Group dynamic团队活力 We have a great group dynamic going in our____我们的___充满活力 -department部门 -team团队 -tennis club网球俱乐部 Group dynamic团队活力 The difference in feeling and behavior people exhibit when they are part of a group.当人 们成为团队的一部分时所表现出来的不同感受和行为。 The group dynamic is the character or behavior that a group will show when it is operating. This may be quite different from the behavior that an individual in the group will show if they are on their own. An example of this is fans at a football game. An individual fan at the gamemight never hurt someone if by himself, but when caught up in the excitement of a game they will join a group fighting fans from the other team. Group dynamics often lead people to come closer to each other, to be loyal to each other, and to feel that other, and to feel that others outside the group do not understand the ideas or actions they take.团队活力指在管理运作过程中群体所展现的修改或行为。这也许完全不同于群体中的个人行为。 比如 一个足球迷，他本人也许从来不会伤害他人，但如果卷入比赛的激情之中，他会加入到其他队伍的打 斗球迷当中。团队活力让团队尵彼此靠的更近，彼此忠诚，使他们觉得群体以外的人无理他们的想法 或行为。 Form, storm, norm, perform形成期，磨合期，规范期，运作期 Without forming, storming, norming, and performing groups__ 没有形成期，磨合期，规范期，那么团体__. Would not work right.将不能有效工作。 Wouldn’t get things done.不能把事情做好。 Couldn’t get going不能开展工作 Form, storm, norm, perform形成期，磨合期，规范期，运作期 =聚集到一起 Form=come together形成期 Storm=fight about goals磨合期=为目标而争斗 Norm=agree on goals规范期=达成共识 Perform=take action运作期=采取行动 Most people who study teams say there are four common stages in the growth cycle of teams.these are form, storm, norm, and perform. Form is when the group comes together. Everyone meets the other members of the group and identifies who they are. Storm is when the idividuals in the group negotiate Customer Acquisition Cost 获取客户的成本 Q- hi Jeff, come in. we are trying to figure out our customer acquisition cost. Do you know how? 嗨，杰夫，请进。我们想要知道我们的获取客户成本。你知道该怎么做么, A- sure, we spent about 100000on marketing last year, right? How much total cost for the sales department?好的，我们去年在营销方面花了大约十万，对么,销售部门总共花了多少钱, Customer base客户基础 Q-jenny ,our sales are down, but we don’t have more advertising budget for another two months. What do we do? 珍妮，我们的销售有所下滑，但是未来的两个月我们没有更多的广告预算，我们该怎么办, A-we can contact our customer base by email or phone and ask for referrals.我们可以通 过电子邮件和电话联系我们客户基础库中的客户，询问意见。 Q- that is a great idea. Email and phone don’t cost much at all ,is it effective?好主意。电 子邮件和电话成本比较低，效率如此啊, A- sure,referrals from friends are the most effective. But you can’t do this everymonth or our customers will get annoyed. 当然有效，从朋友那里获得的意见是最有效的。但是你不要每个月都这样做，会让我们的客户厌烦。 Badminton羽毛球 A :I played badmintor when I was young, but the players in the Games are much better! 我小时候打过羽毛球，但是运动会中的球员打得比我好多了～ B:sure, they are professionals and practice eight hours a day. 当然。 他们都是专业选手，而且每天都要练习八小时 A:badminton player’ s shots are so much faster than mine. I feel slow. 羽毛球选手击球比我快多了。我觉得我的球速好慢。 B: don’t worry about it. We can watch them and feel their speed and emotion. I like watching badminton just for that reason. 别担心。我们可以观看他们比赛，感觉他们的速度和情绪。就因为这样我才喜欢看羽毛球赛。 羽毛球: Badminton is played on a court with a high net. Players hit the birdie over the net with rackets to win points. 羽毛球的场地设有高网。球员用球拍将羽毛球击打过网得分。 Reading阅读 Less space更少的空间 Lighter equipment更轻的装备 Fast action快速动作 Fiberglass/carbon fiber玻璃纤维/碳化纤维 羽毛球: badminton birdie Feathers羽毛 Games to 21 points21分一局 Three games wins the match 三局取胜 Badminton came from england in the 1800s. it was widely played in europe, and is now growing rapidly as a sport in asia. It uses lesss space and lighter equipment than tennis, but has even faster action. Quick reactions and shot accuracy are key in winning badminton. Badminton rackets are quite light, often made of fiberglass or carbon fiber now. the birdie(old name shuttlecock) is unique; it is make with plastic or real feathers stuck in a cork like material. Players in competition play games to 21 points. Whoever wins three games wins the match. 羽毛球起源于十九世纪的英格兰。它当时在欧洲很爱欢迎，现在在亚洲也发展得很快。 跟网球比，羽 毛球占用的场地空间很少，装备更轻，但球员动作更快。快速的反应和精准的击球是赢得比赛的关键。 羽毛球拍非常轻巧，一般用玻璃纤维或碳化纤维做成。羽毛球(旧称suttlecock)外形独特，用塑料 或者真正的羽毛插在类似于软木塞的物体上而制成。比赛中的选手要取得21分才能赢一局，谁先赢 三局则赢得比赛胜利。 Baseball棒球 A:I know baseball is popular, but I can’t figure it out. Mostly they seem to stand around. What are the rules? 我知道棒球很受欢迎，但是我看不懂。 他们似乎大部分人都闲站着。有什么规则, B:baseball combines strategy, skill, and luck to win a game. There are 9 innings or periods. 要赢得棒球比赛需要策略、技巧和运气的。东击西一场比赛共有九局或节。 A:I see them hit the ball and run around touching the bases, but how do they score a point in baseball? 我看见他们击球并且四处跑动触垒，但是怎么才算得分呢, B:they score one point when a runner touches first, second, and third base and then touches home base without getting tagged out. 谁先上了一亝、二垒和三垒最后触了本垒，并且未被触杀出局的话得一分 Baseball棒球 Players hit the ball with a bat to get on base. Opponents catch the ball in gloves and tag in gloves and tag opponents out. 棒球选手用球棒击球攻垒。对手则用手套接球并将对方触杀出局。 Reading阅读 Baseball bat棒球棒 Baseball glove棒球手套 Pitch投掷 Hit the ball击球 First / second/ third base 一垒/ 二垒/三垒 Home run全垒打 Inning 一局(棒球) Tag out 出局 Baseball is most popular in the us and Japan, though it is growing fast in russia, south America, Korea, and throughout Asia recently. Baseball hitters strike at leather balls pitched at high speeds with wooden or aluminum bats hoping for home runs. If they don’t get a home run, they at least want to get a hit to get on to one of the three bases. When they are touching the base they are safe. If an opponent catches their hit ball in a glove or touches them with the ball when they are not touching base, then they are out. Baseball is the American national sport. 棒球在美国和日本是最受欢迎的运动， 而最近在俄罗斯、南美、韩国和整个亚洲均发展迅速。棒球击 球手使用木质或铝质球棒将高速投壹为的皮质球击打过去，希望击出全垒打，如果不能击出全垒打， 则至少希望能上三垒中的一垒。当他们上垒之后就安全了。如果对手的用手套接住或碰到他们击出没 有触垒的球， 他们就出局了。棒球是美国全民性运动。 What two materials are most baseball bats made out of? 棒球棒请要用什么材料做成的, Diving跳水 A:what do you think of the diving events at the games? 你认为运动会中的跳水项目怎样, B:I think diving really takes a lot of skill. If done right, it is beautiful. 我认为跳水项目真的需要很多技巧，如果做得好，非常好看。 A:what happens when a dive goes wrong in competition? 如果比赛中跳水动作出错将会怎样, B:first is you do not get high points, second is that you may end up doing a belly flop. Ouch! 首先你不会得到高分，其次是落水时腹部会先着水。哎唷～ Diving 跳水 Launching your body from a platform or springboard into a deep pool of water. 从跳台或跳板上起跳，进入深水池。 Reading阅读 Forward somersault前空翻 Backward向后 Twist转体 Straight dive直线跳水 Tuck position抱膝姿势 Pike position屈体姿势 Clean entry 水花很少的入水 Diving requires skillful take offs, followed by forward or backward somersaults and twists in straight, pike or tuck positions and then, if all goes well, a clean entry. Chinese athletes often dominate the tower and springboard diving events; chinese training systems and coathing are some of the best in the world. This is important to china , as there are always a large number of medals available in the diving events. The calm focus and agility needed for diving are also important in Gymnastics, another area in which china usually does well. 跳水要求娴熟的起跳，紧接着是在空中向前或向后翻筋斗，和直体、屈体或团身转体，如果动作完成 顺利，最后是干净利落的入水。 中国运动员通常在跳台跳水和跳板跳水项目中占据绝对优势。中国的 跳水培训体系和教练水平是世界上最好的之一。因为跳水项目产生众多奖牌， 所以对中国队来说很重 要。同样需要平静专注力和身体灵活性的是体操项目，中国队也表现出色。 Diving skills are similar to what other kind of events? 跳水技巧与另外哪个项目要求的技巧类似, Backstroke仰泳 A:every time I watch a backstroke swimming race I worry the athletes will hit their head on the wall. 每次我看仰泳比赛我都担心泳手会把头撞到墙上。 B:they usually do not because they have practiced so many thousands of hours. 他們不會的，因為他們已經練習過無數次。 A:I know backstroke racers will probably not hit their heads, but I think I would if I tried. 我知道仰泳比賽中通常不會撞到頭， 但我想我自己游的話會。 B:you can’t backstroke? It is not too hard , you should try it . just be sure to try in an uncrowded pool. 你不会仰泳吗,不是很难的，你应该尝试一下， 但要在一个不拥挤的泳池里。 仰泳backstroke: swimming in a face upward position with arms alternately circling beside the body.仰泳是脸朝上的姿势， 双臂在身体两边交替划圈。 Reading阅读 On your back在你背上。 See where you are going 看你在向哪游。 Hit the wall 触到池壁 Timing device计时器 Verify records 验证记录 Touch sensitive触摸式感应。 Starting platform跳台 False start起跳犯规。 Backstroke is like freestyle, but lying on your back in the water. Backstroke races are fast in 50,100, and 200 meter lengths. A problem is to see where you are going, and whe you will hit the wall. Swimming races require timing devices to ensure the correct placing is given to the athlete and so that records can be accurately verified. Touch sensitive pads are on the wall at the end of every lane to detect exactly when the swimmer touches in. sensors are also used on the starting platforms to monitor false starts and correct relay changeovers. 仰泳属于自由泳，是仰卧在水中的游泳姿势。在50米，100米和200米的赛程中，仰泳比赛都是 很快的。问题是要看清楚在向哪里游以及何时触到泳道尽头。游泳比赛要求有先进的计时设备，确保 运动员的排名和比赛成绩能够被精确的记录下来。在每一条泳道的尽头都安装有触摸式感应板，可以 精确记录运动员何时触到池壁。在跳台上也装有感应器，以监督起跳动作和游泳接力比赛中交接棒是 否规范。 What is the normal length for individual backstroke races? 通常个人仰泳比赛的长度是多少, Butterfly蝶泳 A: I know the butterfly stroke is hard to do well, but I like to watch it the most. 我知道蝶泳是很难游好的，但又是我最喜欢看的。 B:I think it is exciting, but I like freestyle more. Why do you like butterfly the best? 我觉得它很让人兴奋，但我更喜欢自由式，为什么你喜欢蝶式呢, A: I like to watch butterfly the most. I can’t swim it myself. It just looks the most fun and active. 我最喜欢看蝶泳，我自己不会游，但它看起来是最有趣和活泼的。 B:I think butterfly is the most difficult stroke. I really respect the athletes that swim it well. 我觉得蝶泳是最难的泳式。 我真的很尊重游得出色的运动员。 Butterfly蝶泳:butterfly is swimming with arms circling symmetrically and a dolphin-like body and leg action. 蝶泳要求双臂同时对称地划圈， 同时身体和双腿像海豚一样运动。 Reading 阅读 Symmetrical对称的。 Action of the arms 手臂动作 Not easy不容易 Do on their own他们自己完成 Shoulder strenght肩膀力量 Arm coordination手臂的协调 Breathing technique呼吸技巧 Learn X last最后学X The butterfly stroke is similar to freestyle except that the arms circle together symmetrically and so the body movement is more dolphin-like. In the butterfly stroke the whole torso is lifted out of the water by the action of the arms. It is the loudest stroke, and many people say it looks the most exciting . it is also not easy for most people to learn on their own. It takes great shoulder strength, arm coordination, and breathing technique to do well. Most people learn breaststroke, then freestyle, and then backstoke. People usually learn butterfly last. 蝶泳类似于自由泳，但它需要双臂对称地一同划圈，这样身体的运动更像海豚。在蝶泳中，手臂的动 作将整个身体提出水面，蝶泳是最张扬的泳式，很多人都说它看起来激动人心。 对大多数人来说，它 也是不容易自己完成的，需要很大的肩膀的力量，手臂的协调和呼吸技巧。大多数人先学蛙泳，最后 才学蝶泳。 Which swimming stroke lifts the whole torso out of the water? 哪种游泳姿势会把整个身躯提出水面, Travel-Western USA! Great Plains=大平原 Rocky Mountains=落基山脉 Cowboy=牛仔 Skiing=滑雪 Cascade Mountains=卡斯克德山脉 Seattle=西雅图 Sierra Nevada=内华达 Grand Canyon=大峡谷 Lake Tahoe=太浩湖 Las Vegas=拉斯维加斯 San Francisco=旧金山 Los Angeles=洛杉矶 Traveling to the western us is a treat as the great plains slowly rises as you go west into the rocky mountains. These go very high.In Denver Colorado you may see some real cowboys. There are more mountains and great skiing as you go Water polo水球 why is water polo called water polo? A: 为什么水球运动叫―水球‖呢, B:in the beginning of the sport players rode on barrels and hit the ball with a mallet, like in land polo. 这项运动开始发明时是球员骑着桶用棒击球的，就像在陆地上打马球一样。 A:water polo was originally played with the players sitting on barrels in the water? 原来水球是球员在水里坐在桶上打球的, yes, it is an old game, you know. The current style and rules are from the european B: form of the sport. 是的，水球是一项古老的运动。现在的规则和风格是从欧洲发展而来的。 Water polo水球:a goalie and six field players compete against other teams to throw a ball through a net in a pool. 两个队伍在泳池里用球攻入对方门网得分的比赛。每队由一名守门员和另外6名队员组成。 Reading Tread water 踩水 Whole duration of the game整场比赛 Little time to rest很少时间休息 Rough reputation粗鲁的名声。 Below the water水下 Swim suit泳衣 Seven minute periods七分钟一节 Goal 球门 Water polo is one of the harder events in the games. Athletes must swim hard or tread water for the whole duration of the game, which is much harder than standing on a football field. It is a very fast game, though, so there is litle time to rest. Water polo also has a reputation for being rough. Opponents will often try to push another player’s head below the water, hit the other play under the water, or pull the other player’s swim suit downto their feet. Games are made up of four eight-minute periods. Whichever team scores the most goals wins. 水球是一项目比赛中较难的项目，运动员在整个比赛期间都要非常用力的游或者踩水，这可比站在足 球场上比赛难多了。水球讲究速度，所以很少时间休息。水球运动也粗鲁著称，选手经常把对手的头 部按入水中在水下击打对方运动员，或者扯掉他们的泳衣。整个比赛分4节，每节7分钟。进球最多 的队获胜。 How ling is one period in a water polo game? 水球运动中的一节时间多长, Breaststroke蛙泳 A:come on, let’s go! I don’t want to miss the 100 meter breaststroke finals. 来吧，我们快出发～我不想错过100米的蛙泳决赛 B:OK，but why do you like the breaststroke so much? It is not the fastest. 好的，但为什么你这么喜欢蛙泳比赛啊,它又不是最快的。 A:bresststroke is not the fastest,but it is the on l learned first and can do the best. 蛙泳不是速度最快的，但它是我最先学的和学得最好的。 oh, you can relate to the breaststroke swimmers best because you can od that stroke B: yourself. 哦，你能联系到蛙泳选手，因为你自己能游那种泳式。 Breaststroke 蛙泳 Swimming like a frog. The angle of the stroke is flatter and the hands must remain underwater.蛙泳和蝶泳一样要求双臂对称划动，但角度是平的，同时双手必须保持在水下。 Reading阅读 Hands can’t leave the water手不能离开水面 I don’t wat to miss我不想错过 Simple简单 Slow/slower/slowest 慢/更慢/最慢的 Learn X first 先学X Governing body理事机构 AASF亚洲泳联 FINA国际泳联 The only event where the hands are not permitted to leave the water is the breaststroke. The breaststroke is symmetrical like the butterfly stroke but the angle of the stroke is flatter. It is the simplest stroke to learn but the slowest, so most people learn it first. Breaststroke swimmers usually swim 50,100,and 200meter individual races in the Games. Like other swimming events in Asia, the AASF( the asia swimming federation) is the goverming body. Swimming world wide is governed by FINA(the international swimming federation).双手唯一不被允许离开水面的是蛙泳。蛙泳在划水的对称性上很像蝶泳，但划水的角度 更平。 它是最容易掌握的游泳姿势，但也是最慢的，所以大多数人先学蛙泳。蛙泳选手通常在运动会 中分别参加50100和200米比赛。象亚洲其他运动赛事一样，AASF-亚洲游泳联合会是理事机构。 全球范围的赛事则是由FINA-国际泳联管理。 What governing body rules swimming competitions in ASIA? 什么机构管理亚洲范围内的游泳比赛, Cultural fitness文化的适应性 I do not understand mr. talofa well. His ___ strange to me . 我不太能理解Talofa先生，他的__对我来说有点奇怪。 Language is 语言 Behavior is 行为 Eating habits are 饮食习惯 Cultural fitness 文化的适应性 Your ability to understand and interact with your own culture and that of others. 对自身文化和别人的文化的理解和互动能力 Reading Cultural fitness文化的适应性 Are you able to understand others or do you just think ―crazy people‖ when you see someone behaving different from you? Whether you wear a western suit or a chinese qipao dress, use a fork or chopsticks to eat with, or drive a car, ride a bike or take a bus to work all are affected by your culture. Can you understand people who have never been on the internet or don’t wear the same fashion as you? Older people and younger people within one culture also often must exercise their cultural fitness to get along with each other. To be culturally fit , you must understand others and accept their differences. 当看到别人的表现和你不琹时，你会表示理解，还是觉得―她/他疯了‖,无论你身穿西洋装还是中旗袍、 用叉子或筷子用餐，还是开车上班，骑自行车或坐公交车，这些都受到你所处文化的影响。你能理解 一个从来没和上过网或者从来没有和穿过你所在地穿的时尚衣服人的吗,处于同种文化中的年长者和 年轻人也需要经常实践文化适应性，以便相处融洽。为了适应不同文化，则必须理解和接受他人与你 的不同之处。 History=歷史 Architecture=建筑 Portugal=葡萄牙 Pyrenees=比利牛斯山脉 Basques= 巴斯克人 Mediterranean sea = 地中海 Cadiz=加的斯 Malaga = 马拉加 Straights of gibraltar= 直布罗陀海峡 Africa= 非洲 Moslem= 穆斯林 The alhambra castle= 阿罕布拉宫 Spain is becoming a very popular travel destination because of its beauty, history, architecture,and food. Spain is in the southwest of europe, bordered by portugal on the pyrenees mountains in the east. These divide spain from france, and are home to the basques, who speak a language like no other on earth. Madrid is the capital in the center of the country. Valencia and barcelona are on the mediterranean see coast. Cadiz, malaga, and granada are across the straights of Gibraltar from africa, so they have moslem influence. Granada has the alhambra castle. 西班牙正日益成为一个受游客欢迎的旅游目的地，她风景迷人、历史悠久、建筑优美、食物令人垂诞。 西班牙位于欧洲的西南部，西邻葡萄牙，东接比利牛斯山脉，和法国分了开来。西班牙是巴斯克人的 故乡，他们的语言独一无二。马德里是西班牙的首都，位于整个国家的中部。巴伦西亚和巴塞罗那也 是坐落在地中海的海岸线上。加的斯、马拉加和格林纳达和非洲之间隔着直布罗陀海峡，所以他们受 到穆斯林的影响。格林纳达有著名的阿罕布拉宫。 Bussiness Idioms Company man公司人(忠于公司资源胜于同事的人) Someone who always says the company line and plays by the compay rules。 只谈工作，严守公司规定的人。 -my uncle was a company man his whole life. Then he got fired. 我叔叔一生只是个死板的公司职员，所以老板辞退他。 Company town工业城 - A town where one company or industry is dominant. 专一公司或某一行业占主导的城镇。 -detroit has been a company town for cars for fifty years. 底特律是有50年历史的汽车工业城。 Cut back削减 -To change a situation so you use less people or resources 为了改变处境而使用更少的人和资源。 -in this financial crisis we will have to make sacrifices and cut back on free drinks. 当前经济危机下，我们不行不做出点牺牲削减免费饮料的供应。 Business – spain! Economy= 经济 European union = 欧盟 Export partner= 出口伙伴 Import partner= 进口伙伴 Service industries = 服务业 Mining=矿业 Manufacturing=制造业 Construction=建筑业 Pollution=污染 Medical equipment=医疗设备 Euro=欧元 thSpain has is the 8 largest economy in the world. The 1960s, were good, the 70s were bad . the economy got better after spain became a part of the eruopean union in 1986 though many products are also bought and sold outside this group. Main export and import partners are France, Germany, the UK, and Portugal, 65% of spanish workers are in service industries, and 30% in mining.manufacturing, and construction. Pollution is a major worry, so pollution equipment is welcomed as is medical equipment. Spain uses the Euro currency. 西班牙的经济尚佳，而到了1970年代则日趋衰落。从西班牙是世界上第八大经济大国。1960年代 1986年加入欧盟开始，西班牙的经济开始好转，同时她也在欧盟之外的经营产品成本的进出口业务。 期要的进出口伙伴有法国、德国、英国和葡萄牙。西班牙65%的工人都从业于服务行业，30%则从 事矿业、制造业和建筑业。西班牙的污染问题已经让人堪忧，所以像医疗设备一样，治污设备很受青 睐。西班牙使用欧元为流通货币。 Businese Idioms Cut corners抄近路 -to do a job not as well as you should, or use less than your should to do it . 在工作中偷工减料。 -they didn’t have enough investment, so they had to cut corners on the product. 由于没有足够的投资,他们在生产时偷工减料。 Cut off切下,割下;切断,截断,隔离,使中断联系,中断,剥夺财产继承权 -To stop something that is ongoing suddenly and usually not intentionally.(通常是无意地) 突然停止正在进行的事 -I was talking to Jenny on the phone just now ,but we got cut off . 刚才我和珍妮打电话时,电话突然断线了。 Cut one’s losses 斩仓 -To stop a situation where you are losing resources and accept the loss. 结束损失资源的情况,并承担损失 -A stock I hold went down 10%,I will sell it now and cut my losses. 我持有的股票跌了十个百分点, 为了斩仓我卖了它。 Food – western USA! Mexican food=l墨西哥菜 Fusion cuisine= 融合菜式 Fresh Mex= 新墨西哥 Beans and Rice = 豆类和米饭 Staples = 主食 Tomatoes and lettuce = 西红柿和莴苣 Chili peppers = 红辣椒 Curry = 咖喱 The central and western USA has many types of food, from Mexican to fusion cuisine to Traditional Amercian. Fresh Mex restaurants are popular, with fresh ingredients like beans and rice as staples, with tomatoes ,lettuce, chili peppers, and cheese wrapped in corn or flour tortillas. Fusion Cuisine combines traditional basics like cuts of red meat or fish, but cooked in new ways with combinations of spices from different cultures. An example would be chicken stir fried with curry from india and chili peppers from Mexico. 美国的中部了和西部有许多不同种类的食物,其中包括墨西哥菜、融合,各地特色,菜式和传统美国 菜。新墨西哥餐饮很受欢迎,他们一律选用 新鲜原材料,如作为主食的以豆类和大米。同时还提供包 有番茄、莴苣、红辣椒和奶酪等馅烊的玉米饼或面饼。融合菜式是指在传统工艺的基础之上,结合来 自不同文化的调味和烹饪方式来加工诸如牛羊肉或鱼肉原材料。用印度咖喱和墨西哥红辣椒制作的炸 鸡块就是很好的例子。 Travel – Western USA! Great plains=大平原 Rocky mountains=落基山脉 Cowboy=牛仔 Skiing=滑雪 Cascade mountains=卡斯克德山脉 Seattle=西雅图 Sierra Nevada=内华达 Grand canyon = 大峡谷 Lake vegas=太浩湖 Las vegas=拉斯维加斯 San Francisco=旧金山 Los angeles=洛杉矶 Traveling to the western US is a trest as the great plains slowly rises as you go west into the rocky mountains. These go very high. In denver colorado you may see some real cowboys. There are more mountains and great skiing as you go west to the cascade mountains in the north up to ldaho and seattle, washington. The sierra Nevada leads to the Grand Canyon in Arizona, and lake tahoe and Las Vegas in Nevada. California has the central valley agricultural area, and San Francisco and Los Angeles . 去美国西部旅游是件事难得的乐事。 在你向西走近落基山脉的时候,你可以看见地势缓慢上升的大平 原。 在科罗拉多州的丹佛你可以看到真正的牛仔。当你向西进发,到达位于爱达华州北部的喀斯喀特 山脉和华盛顿的西雅图时,就能看到连绵的山脉和滑雪胜地。内华达山脉蜿蜒到亚利桑那州的大峡谷, 而著名的太浩湖及赌城拉斯维加斯则位于内华达州境内。加州中部峡谷地区为农业地区,旧金山和洛 杉矶也位于加州。 Business Idioms Go public上市- -To issue shares of a private company to the public. 对外发行公司股票。 -we watched their stock go up since they went public two years ago. 自从两年前他们上市后,我们注意到他们的股票已经上涨了。 Go through with完成…… -To follow through or finish something as planned. 按计划完成某事 -we will go through with our project even though the business environment has changed. 我们仍会完成这个项目,即使市场环境发生了改变。 Hard sell强硬推销 -To aggressively push something on someone. 咄咄逼人的逼迫某人。 -the refrigerator sales person gave us the hard sell, so we went to their competition. 冰箱销售人员硬是逼着我们买,所以我们到他的竞争对手那里去买了。 Business-western USA! Farming=农业 Energy=能源 Tourism=旅游 Corn and soybeans=玉米和大豆 Oil and natural gas=石油和天然气 Driling=开采 Refining=提炼 Minerals=矿物 Mining= 彩矿业 High tech=高科技 Silicon valley=硅谷 Seattle=西雅图 Microsoft=微软 Big gussinesses in the western US are farming, energy and mining, high tech, and tourism. America’ s farms are big; many family farms have been combined in to much larger units growing corn and soybeans in idaho and every king of vegetable in california. Energy businesses in the western US are usually oil and natural gas driling, but also refining. The western US is rich in minerals , so mining is also big. High tech is strong in california’s silicon valley, as well as seattle, which is microsoft’s home. Tourism is all over the west! 美国西部的主要产业包括农业、能源和采矿业、高科技及旅游业。美国的农场面积都很大, 一些家庭 农场子甚至联合组成跟更大的农场,在爱达华州种植玉米大豆,在加州种植蔬菜。美国西部的能源工 业通常为石油和天然气的开采和提炼。美国西部的矿物资源十分丰富,所以采矿业十分发达。加州硅 谷的高科技产业非常发达,西雅图是微软公司的总部所在地。旅游业在整个西部都有， Bussiness Idioms Heads will roll辞退 -someone will get disciplined and maybe fired. 某人受到纪律约束或被辞退。 -who leaked the story to the new spaper?heads will roll because of this. 谁把这事泄露给报社的,谁就被解雇了。 Black and white白纸黑字 -To get something written on papper.书面证明 I don’t care what the man said; did you get it in black and white? 我不在乎这个人说了什么,你有局面证明吗, Nosedive走下坡 -to go dwon sharply, like a plane crashing. 急剧下跌,仿佛一架飞机坠落了 -sales were going fine until they took a nosedive last month. 销售一直良好,但上个月出现了暴跌的情况。 Reservations and Rooms订客 A: Hello, I would like to make a reservation.你好,我要订房 B,Of course. What kind of room would you like?好的。你想要什么房呢, A,I would like a non-smoking room with two double beds and a sea view please. 我想订一间无烟双人海景房。 rdB,certainly. I have booked a room for you on the 23 floor. Your confirmation number is 123-689. 好的。我给您订了一间23楼的客房。你的预定号是123-689 Reservations and rooms 订客 通过电话,互联网可旅行社预订你想要的客房。 Booking a room you want by phone, on the internet, or through a travel service. Travel service (c-trip/E龙) Room with a view/south facing观景房/朝南的 Double bed /queen bed /king bed 双人床/大床房/特大床房 A dest for working办公桌 Shower/bathtub淋浴/浴缸 Confirmation number确认号 I would like to make a reservation我想订房。 I have booked a room for you.我已为您预订了一间房。 The main way people bood rooms now is through web sites or phone based travel service. Kinds of rooms vary widely. A room with a view, a south facing room, a smoking or non-smoking, and a room with a window that opens are all popular features of rooms. Rooms with two double beds or one queen or king size bed are also common. Kids can sleep in a roolaway bed. Suites usually have two separate areas; one with a dest for working and one with a bed. Some guests like a room with a just a shower or one with a bathtub. 现在人们订房的主要途径是通过网络或电话。客房种类繁多,有观景房,朝南房,可吸烟房,无烟房, 带窗房,这些全是受欢迎惠顾的特色客房。双人房,大床房也很常见。孩子们可以睡折叠义水村,套 房通常分为两个独立区域,一个是工作间,另一个就寝婵。有些客人喜欢有淋浴或浴缸的客房。 How do you reserve a room when you travel? 旅游时,你是怎样预订客房的, Reception 前台 A:hi, I would like to check in . my name is O’ Neal. 你好,我想住店,我叫奥尼尔。 B:yes sir. I have your reservation. You booked a king size bed with a room rate of 689 per night.好的,先生。斯本这里有你的预订记录,您订了一间特大床房,每晚689块 A,that’s right. But I won’t go up yet. I will meet someone in the lobby now. they are almost here.对的。但是我现在还想不进去,因为待会儿我要跟人在大厅里见面,他们很快到了。 B,yes sir. You can sit right over there. Let us know if you would like help with your bags. 好的,先生。您可以坐在那边等,顺便问一下,你要我们给您帮忙行李吗, Reception前台 The main dest of the hotel where guests will come to register or ask for information. 酒店里用于客人入住登记和问询的主要柜台。 Reading 阅读 Lobby 大厅 Concierge礼宾员 Room rate房费 Guest account 客人帐户 Guest history客人入住记录 Multi-lingual多语言 I have your reservation您已预订 Let us know if … 我们想知道您是否… Most guests view the reception area as the focal point of the hotel. It is where they will come for information about the hotel and seek assistance and support during their stay. Reception is usually found in the lobby, with the concierge desk nearby to arrange transportation and services for guests. Reception staff welcome guests and assign room rates to the guest account. They also use guest history software to remember details and give personalized service. Reception personnel are often multilingual, with good communication skills. 大多数客人把前台看作酒店运作焦点。在他们住房期间,这里是获得信息和寻求帮助的地方。前台通 常设在大厅,是为客人安排交通和提供服务的。 前台工作人员的工作是欢迎客人,为客人分配客户以及为客人提供结算服务。 他们还利用客人记录软件记录细节,以便提供个性化服务。前台员工通常要懂得多种语言,掌握良好的沟通技巧。 What should be in a reception area? What services or features? 前台区域要有些什么,提供哪些服务或有什么特色, Check in入住 A, sir, would you like a suite room for a little more? We are having a promotion now. 先生,你想要一个带更多功能的套房吗,我们现在促销。 B, Hmm.. The suite has a living room and bed room, right? Does it have a kitchenette or microwave? 嗯。。。这个套房有客厅和卧室,是吧,里面有小厨房或微波炉吗, A, It has a microwave, sir. It would only be 100 more than your current rate.先生, 里面有微波炉。房价只比现在多100元 B, I will take it. I like to make microwave popcorn and watch movies at night.我要这 间套房。我要用微波炉做爆米花,晚上看电影吃。 Check in Reporting to the hotel reception, registering, and receiving a room assignment. 在酒店前台咨询,登记,分到客房。 Reading阅读 Walk in 散客 Registration card登记卡 Length of stay入住天数 Upsell促销 Deposit定金 Room key客户钥匙 It would only be …它只会 On arrival at the hotel, the first thing guests will do is look for the Front Desk, and ask to Check-in. they will either have a reservation or arrive without one(a walk in). All guests must fill in a registration card with personal details. One detail hotel managers need for managing the hotel is the length of stay. Then the guest will make any special requests they have for kind of room. Reception staff will often try to upsell the guest to a better room. The guest must then arrange a deposit in advance to get their room key, and then got to their room. 到达酒店后,你要做的第一件事就是找前台办理登记入住。 入住院部客人要么是预订的,要么是散客。 所有客人都必须填写个人信息登记卡。其中的入住天数,是酒店经理需要的细节资料。随后,客人对 客房类型提出具体要求。前台员工通常会向客人介绍价格稍贵一些的客房。客人需要提前交纳定金才 可以拿到客房钥匙入住。 Free service免费服务 A: may I help you,有什么能帮到您, yes, I want to know if use of the pool is included in my room rate. B, 请问,房费是否包括使用游泳 A,yes sir. All registered guests can swim in the pool at no extra charge. Just show your key card.包括,先生。所有登记入住客人,只要出示房卡,都可以免费在游泳池内游泳。 B,OK, thanks! I saw they have free towels there, too. 好的,谢谢，我看到他们还有免费的浴巾。 Free service免费服务 客人在酒店里可以免费使用的服务, 或已包括在房费里的服务。 Services guests in hotels can use free, or services included in the room rate or package. Clear/well lit干净/明亮 Safe/ comfortable 安全/舒适 Paper/envelop/postcard纸/信封/明信片 Cable TV/internet access有线电视/互联网接口 Free local calls免费本地电话 Wakeup call叫醒服务 Buffet breakfast自助早餐 No extra charge无额外收费 There are many services included in the room rate in a hotel. The basic service is lodging; a clean, well lit, comfortable and safe room. In the room are usually paper, envelopes, and post cards. Guests can use all these free. Cable TV and Internet access are also usually free. Most hotels offer free local calls (DDD), and do not charge for receiving calls or faxes. A service most guests also use is the wakeup all. Concierge services like carrying bags are usually free, though it is nice to tip. Use of the pool and a buffet breakfast may also be included. 酒店房费包括了很多的服务。基本服务是提供住宿,提供干净,明亮,舒适,安全的客房。客房里备 有纸,信封以及明信片,供客人免费使用。有线电视和互联网接口通常也是免费的。大多数的酒店提 供免费拨打本地电话,国内长途,,且不收取接听电话或传真费用。大多数客人还会用电话叫醒服务。 像拿行李这些门童服务通常也是免费的,即使给小费也很乐意。使用游泳池和吃自助早餐也包括在房 费内。 Fee based services收费服务 A. Hello, I would like to book a meeting room for two hours starting at 2PM tomorrow. 你好,我想订一间会议室,两小时,会议从明天下午两点开始。 B.Yes sir. How many people will there be in the meeting? 好的,先生。有多少人参加会议 呢, A,five people. Can I get coffee and pastries for five also? 五个人,是否提供五个人的咖啡 和糕点呢, B,yes sir. A conference room for five people with coffee and pastries. The charge is 500 per hour.有的,先生。一间供五个人开会的会议室,提供咖啡和糕点。收费每小时五百块。 Fee based services 收费服务 非入住客人以及入住客人都需付费的服务。 Services available to registered guests as well as non-guest customers for a fee. Reading Laundry洗衣房 Restaurant餐厅 Business center商务中心 Travel service旅游服务 Health club健康俱乐部 Beauty salon美容院 Sundry store杂货商店 How many people will there be,有多少人, The most popular paid services in hotels are laundry and restaurants. Another common service for registered guests and non-guest customers in hotel use are business center services. This includes sending faxes, printing, and internet access. One problem is that there are often very expensive. Hotels also usually have travel services run by internal staff, or have a travel agent that rents space in the hotel. Health clubs, beauty salons, and sundries stores are usually contracted to outside companies that serve guests as well as the public. 酒店里最常见的收费服务是洗衣和用餐。另一项目常见的收费服务,包括入住客人以及非入住客人, 是商务中心服务。这项服务包括发传真,打印以及互联网接口。这些服务存在的问题是,通常都很贵。 酒店通常也有由内部人员或由租用酒店的旅行社经营的旅游服务。健身俱乐部,美容院以及杂货商店 等通常都是酒店与外部公司签定协议的机构,它们服务酒店客人的同时也面向公众。 Customer service客服 A: May I help you? 有什么需要帮忙的吗, B: Yes, I want to find the business center.嗯我想去商务中心。 A: the business center is on the third floor. I will take you there. The elevators are over here. 商务中心在三楼。 我带你去。电梯在这边。 B,well, thank you very much, you are so nice.好的,非常感谢。您真好。 Customer service 客服,沟通与解决客户问题的过程。The process of understanding and solving a customer’s problems. Reading阅读 Identify确定 Problem问题 Propose提出 Solution解决 Implement实施 Follow up跟进 Satisfaction满意 I will take you there.我带您去。 The four main steps in customer service are: identify, propose, implement, and follow up. This means that the problem must be identified first. You see a customer looks lost. You need to identify their problem. ―may I help you?‖ is usually best. they may reply ―I want something to eat.‖ Now you know their need, you restate it to be clear, and then propose a solution. ― the restaurants are on the lower floors.‖ Take the customer to the elevator, and make sure they know which floor. Next time you see them, ask about their meal as a follow up. 客服主要有四个主要步骤,发现,提出,实施与跟进。也就是说,首先要发现问题。当你看见客人迷茫时,你要先发现他们的问题。 最好问下,“需要我帮忙吗,”他们也许会回答,“我想吃点东西。”现在你了解到了他们的需求,你重复一遍回以确认,然后提出解决方案。“餐厅在楼下。”把客人带到电梯,然后告诉他们在餐厅在哪一层楼。下次你再见到他们,可以问一下他们菜式怎样,跟进了解一下。 Check out 退房 A,I am in room 234, I want to check out. 我是234房的。 我想退房 B, Yes sir. I will prepare your bill. Did you use anything from the mini-bar? 好的先生。我马上为您准备结算单。您用过迷你吧台的物品吗, A,I drank a soda last night. I don’t think there is anything else.我昨晚喝了一杯苏打水。其他的应该没有了。 B,OK, sir. I see there was also a phone call made to Beijing at 9pm. I must include this charge, too, ok?好的,先生。记录显示你晚上九点时打过电话到北京。这项服务也是要收费的,可以吗, Check out 退房 客人离店时结清账单 Calculating the guest’s bill and clearing the guest account when the guest leaves. Reading Checkout time退房时间 Final bill最终结算单 Late departure/ overstay晚上离开/逾期居留 Concierge/luggage门房/行李 Mini-bar迷你吧台 Used/missing items用过的/遗失物品 Cashier收银 A,How would you like to pay the bill, Miss? 小姐,你想怎样买单, B,I would like to leave it on my credit card. The one I gave you when I checked in. 我想用信用卡,就是我在入住时用的那张。 A,Yes, miss. May I have that card again to run the charge? 好的,小姐。我可以攻玉再用 一下您的那张卡结账吗, B,Sure, here it is. You will back out the deposit charge, right? I don’t want to be charge twice.当然可以,给你。你会退定金吧,我不想付两次哦。 Cashier收银,负责付费和收费的员工。An employee in charge of paying and receiving money. Front desk cashier前台收银 Prepare/ present the bill准备/出示账单 Settle the bill结账 Post a charge公布收费 Guest ledger客人总账目 Night audit夜间核算 Local /foreign currency本国/外国货币 How would you like to pay the bill? 你想怎样会付费, Front desk cashiers prepare, present, and settle guest bills. Front desk cashier’s bills show transactions for the entire guest’s stay. these include bills from outlets like bars, shops restaurants, as well as telephone, mini-bar and room charges for each night stayed. Room charges are posted to the guest ledger by the computer system every time the night audit function is rum. Front desk cashiers will arrange payment in local or foreign currency or by credit card. They also handle return of the guest’s deposit. Front desk cashiers make sure the bill is paid. 前台收银准备,出示并结算客人账单。 前台收银所出示的账单应显示客人在入住期间的所有消费项目, 如酒吧,商店,餐厅,电话,迷你吧台,以及每晚房费都应包括在内。房费要发送到客户总账中,由 计算机系统将每晚审核账单累加。前台收银负责收款,客人用本地货币,外汇或信用卡都行。前台会 退还客人定金,但要确认客人已经付账。 Product产品 A,we should go into a service industry. Goods are expensive to purchase, store, and distribute.我们要进入服务行业。进货,库存,分销投资较大。 B,services can be expensive to make, too. Service employees also require much training. 服务行业做起来投资也比较大。从业员工要经过很多训练。 A,then how do we decide what kind of business to do?那我们如何决定做什么行业呢, B,Which is more profitable? And which products do you love? If you do what you love, money will come.哪种生意最赚钱,你喜欢哪种产品。如果你做你喜欢的行业,就能赚钱。 Product产品 你销售的产品或服务The products or services that you sell. Goods货物 Services 服务 Tangible有型的 Intangible 无型的。 Banking/finance/insurance银行业务/财务/保险 Contract Easy to find/ hard to find好找/难找 Purchase/store/distribute采购/储存/分销 Some products are physical; you can hold them in your hand or get inside, like a computer or a car. These products are tangible products. Other products you cannot touch or see, but they still exist. These are called intangible. They are usually also called ―services‖, like banking, financial or insurance services. You sign a contract will an insurance company to protect yourself if you have an accident. Is the product the insurance contract, or the protection it gives you? Some products are hard to find, others are easy to find and available everywhere. 有些产品是有形产品,你能拿在手上或是进入其内,例如电脑或汽车。这些产品称为有型产品。其他 产品则看不见,摸不到,但它们确实存在。这就是通常被称为服务的无形产品,例如银行、金融或保 险服务。你与保险公司签订合同,即使遇到不测,也能保护自己。究竟是保险产品合同,还是保障本 身给你带来保护,有些产品难以找到,而有些产品则随处可见。 Give some examples of tangible products。举出一些有形产品的例 Positioning产品定位 A: I don’t think we’ve positioned our product correctly. Something seems wrong with our ad to me.我认为我们的产品定位不对,广告好象不对劲。 B,What ? our ads look great! Beautiful women and handsome men having fun on the beach…什么, 我们的广告太棒了。帅哥美女在沙滩上享受美好时光… A: But we sell fake teeth. Shouldn’t we have a more serious ad? 但我们卖的是假牙,广告是否要严肃点儿, B,No! Look at them smiling and enjoying life. And they aren’t afraid they will fall out when they swim. 不行，你看看他们微笑着享受生活的样子。他们一点儿也不怕游泳时假牙掉下来。 Positioning产品定位 客户心中对产品的看法。The idea of your product in the customer’s mind Reading Fashionable时尚的 Good quality/ value优质/价值 Brand品牌 I just saw how much you spent on marketing. Why so much?我刚才看到了你做市场花了A, 多少钱,怎么这么多, B,I have hired a design company to rebrand our product. We need a new start in the market.我请了设计公司重塑品牌。我们要在市场上有新突破。 A,what’s our new brand?新品牌是什么, B,our new brand is ―teeth like rocks.‖ Our new slogan is ―chew on anything!‖‖牙齿坚如磐石‖。 我们的口号是“咬动一切”。 Brand: a collection of products that shares positioning and marketing.共享市场定位与营销策略的产品系列 Reading阅读 Classification分类 Category/form 类别/款式 Brand family品牌系统 Product mix产品结构 Standard/ lite 标准/清淡的 Sugar free / classic无糖的/经典的 Rebrand / a new start重塑品牌/新的开始 There are different classifications for brands. Products usually belong to categories, froms, brand families, and have certain models. An example is the car category, four-door sedan form, Volkswagen brand family, polo model. Features, benefits, and categories are how customers differentiate products and make purchasing decisions. Product mixes often have standard, lite, sugar free, classic, and other alternative versions of their products within brand families. This is differentiation within a single brand. 品牌有不同的分类。品牌往往归属于不同的产品种类、款式、系列,并拥有一定的型号。例如,汽车 类、四门轿车款式、大众品牌、POLO车型。客户就是根据产品的特性、益处和种类来区分产品,进 而做出购买决定。在产品品牌系列中,产品结构通常会有标准版、无糖型、清淡型,经典版以及其它 可供选择的版本。这就是品牌内部的差异化 How do we usually classify products?我们一般怎样给产品分类 The customer客户 A:I think we have designed a great product. But now I think we have another problem. Who will buy it? 我认为我们的产品设计得不错,但问题是,谁会买我们的产品? B:I am not sure. We spent all our time and money on design. We need customers.我不知 道,我们把时间和资金都用在设计上了.我们需要客户. A: where can we find customers for the products that we make? 去哪儿找客户呢? B: maybe we should think of what the customer want first, and then make a product that suits them…或许我们应该先考虑客户需要什么,再生产适合他们的产品. The customer客户:顾客是购买或使用产品和服务的人. Reading阅读 Buy your products购买产品 Use your products使用产品 Internal customers内部客户 External customers外部客户 Find customers 挖掘客户 Understand their needs 理解其需求 Serve their needs满足其需求 Future of your business企业前景 企业内有不同职能部门.按照公司的职能,可以把顾客划分成内部和外部客户.例如,公司秘书常常会服 务内部客户,而她的上司,销售经理则服务外部客户.公司之所以存在,就要挖掘客户,了解并满足其需求. 理解这一点是成功销售的关键,也是公司的命脉脉.企业的前景取决于公司能否了解并满足客户需求. There are many functions within an organization, so most organizations divide their customers into internal customers and external customers. For example, a secretary usually serves an internal customer. Her boss, a sales manager, serves external customers. Your reason for existing as an organization is to find customers, understand their needs, and serve their needs. That is how you make sales, the life blood of a company. The future of your business depends on how well your organization understands and serves the needs of your customers. Customer focus客户至上 A:why are these sales numbers so low when we have spent so much on marketing? 我们花了这么多钱做开发,销售业绩怎么还这么低? B:Because you’ve been advertising our sports equipment in hospitals.原因在于,你一直在医 院做我们生产的运动器材广告. A:come on! People sick in bed dream of playing sports! Doesn’t that make sense? I think it dose…得了吧! 人卧在床上,就会想着做运动.这样想有错吗,应该错不了… B: I think it’s time to hire a marketing director. We need someone who will find out what customers want, not imagine it.我觉得应该招个市场总监了.我们需要有人发掘客户所需,而不是 凭想象. Customer focus客户至上 我觉得应该招个市场总监了.我们需要有人发掘客户所需,而不是凭空想象. To think and take actions based on the needs of customers根据客户需求来思考与行动. Customer – centric以客户为中心的. Think/ take action思考/采取行动. Profile/ define了解/定义 What do they want?他们的需求 Where do they live and shop?他们的住所与购物场所. How much they are willing to pay?消费水平 Design/ production设计/生产 Sales/distribution销售/分销 Most successful businesses put their customers at the center of their thinking. These customer-centric or customer focused companies spend much time and effort profiling their customers and defining who they are. Who they are includes the customer’s idea about what they want, where they live and shop, and how much they are willing to pay. Understanding customers comes BEFORE product design, before production, and before sales and distribution. It is also a key task for the marketing department to find out how much the market will pay. 大多数成功的企业都坎卫生所会以客户为中心来考虑问题.这些以客户 为中心或客户至上的公司花费了大量的时间和精力了解,界定客户.界定客户包含了解客户\客户住所与 购物地点,以及消费水平.开始产品设计,生产,销售和分销之前应充分了解客户.了解市场规模市场部的 主要职责. Demographic客户统计 A: I guess we want to sell this product to middle class northeastern men in their 30s. what do you