新职业英语

新职业英语 Unit 8 Marketing and After-Sales Service Warming-up Unit 8 Marketing and After-Sales Service 1. Get customers’ feedback to your company. 2. Introduce your products to customers at a trade show. 3. Handle customers’ complaints about your products. 4. Discuss details of business with customers. 5. Decide on marketing strategies for your company. Task 1 The following are the daily routine work of a salesman. Arrange them in the order of time and explain. Unit 8 Marketing and After-Sales Service Answer: 5 ? 2 ? 4 ? 3 ?1 Task 2 Tick the qualities below that you think are most important for a great salesman and explain. Unit 8 Marketing and After-Sales Service ? hard work ? self-confidence ? insight ? leadership ? brazenfaced ? sense of responsibility ? being astute(精明的) ? good luck ? health ? friendliness ? team spirit ? being efficient use of time ? strong will ? knowledgeable ? a large social circle ? ability to handle crisis and cope with difficulties ? ability to communicate effectively Task 1 Before reading the passage, try to answer the questions about niche marketing and after-sales service. Which company do you know has good marketing strategies? Can you give a marketing case? 2. Why should a company offer after-sales service? Unit 8 Marketing and After-Sales Service Doosan Infracore’s Marketing Strategy in China Doosan Infracore, a manufacturer of construction equipment specializing in excavators and wheel loaders, is making inroads into the Chinese machine tool market. Since its first entry into the Chinese market in 1996, Doosan Infracore has made remarkable achievements based on its localization strategy, niche demand creation, technological innovation and nationwide sales and after-sales service network. Unit 8 Marketing and After-Sales Service To begin with, Doosan Infracore has introduced a wide range of China-oriented models in Chinese market to meet the needs of local consumers. Doosan Infracore studies China’s natural environment and then develops machine tools that best suit Chinese topographical conditions. While a handful of foreign manufacturers have been handling the high-end machine tools in China, Doosan Infracore specializes in low-end models to satisfy China’s increasing demand for ordinary machine tools. Unit 8 Marketing and After-Sales Service Secondly, Doosan Infracore has been staging its in-house machine tools fair in China ever since 2005 to cultivate new customers, expand the order base and support dealers’ sales efforts. By inviting major customers, industry association representatives and government officials to attend its trade shows, Doosan Infracore takes advantage of the shows to demonstrate its latest technologies and production processes and inspire greater trust in Doosan Infracore products. Unit 8 Marketing and After-Sales Service Thirdly, technological innovation has been central to Doosan Infracore’s enhancement in it s competitiveness . Doosan Infracore establishes presence in China by making new technologically advanced products and reinforced its position by following an aggressive network expansion strategy. DH Series excavators are a proof of it. With remarkably increased cab comfort, better visibility, reduced whole body vibrations and noise levels, DH Series excavators appeal to Chinese customers at their release. In addition to excellence in workability, durability, operator convenience and fuel efficiency, the prices are similar to those offered by other Chinese manufacturers, meaning that they are competitive both in price and product quality. Unit 8 Marketing and After-Sales Service Fourthly, Doosan Infracore has established a nationwide sales and after-sales service network in China in an effort to set up a different image. At present, the network has a total of 280 sales and after-sales service points, the largest organization of its kind in China. The company operates a 24-hour after-sales service system, offering an 8,000-hour free after-sales service guarantee. The company has also made efforts to distinguish itself from others in the Chinese market with prompt decision-making and operational transparency and adopted the market-sensing system intended to respond to the market’s demands promptly. Unit 8 Marketing and After-Sales Service Paragraph 1: Doosan Infracore is 1_______________ the Chinese machine tool market. Paragraph 2: Doosan Infracore has introduced 2_______ _______________________ in Chinese market to meet the needs of local consumers. Paragraph 3: Doosan Infracore has been 3____________ _____________ in China ever since 2005. Paragraph 4: 4__________________ has been central to Doosan Infracore’s enhancement in its competitiveness. Paragraph 5: Doosan Infracore has established 5_______ _________________________ in China. Task 2 The following sentences are the topic sentences of the paragraphs. Read the passage and fill in the blanks. making inroads into a wide range of China-oriented models staging its in-house machine tools fair Technological innovation a nationwide sales and after-sales service network 1. Doosan Infracore’s success in China’s market can be attributed to the following marketing strategies except ____ A. the localization strategy B. a wide variety of distribution channels C. niche demand creation D. technological innovation Task 3 Read the passage again and choose the best answer to each question. 2. Doosan Infracore specializes in low-end models in China because ____ A. many foreign manufacturers have been handling the high-end machine tools in China B. low-end models need less money C. these are the only models they can manufacture D. there is an increasing demand for low-end models in China 3. Doosan Infracore stages in-house machine tools fair in China in order to ____ A. cultivate new customers B. enlarge the order base C. support dealers’ sales activities D. all of the above 4. Which of the following is NOT the reason for DH Series’ being accepted by Chinese customers? A. Increased cabin comfort. B. Fuel economy. C. Decreased whole body vibrations and noise levels. D. Medium price. 5. Which of the following is NOT true about Doosan Infracore’s sales and after-sales service network? A. The network helps Doosan Infracore to set up a different image. B. The network is the largest organization of its kind in China. C. The after-sales service is only available in the daytime. D. The customers can enjoy an 8,000-hour free after-sales service. Task 4 Discuss with your classmates about Doosan Infracore’s marketing strategies mentioned in the passage. Can you contribute one more marketing strategy to the company? Language Points Unit 3 Product Designing 1. make inroads into: to suddenly attack another territory e.g. The new technology helps us make inroads into sportswear and equipment market in Japan. 2. niche: n. suitable or comfortable position, place, job, etc. e.g. I don’t think he’s yet found his niche in life. Unit 3 Product Designing 3. oriented: a. directed towards e.g. People must learn to be goal-oriented and work to achieve given ends. 4. stage: v. to arrange for (something) to take place e.g. At the moment we’re staging different shows in the gallery. Useful expressions: be/go on the stage 登台演出 set the stage for something 为某事创造条件 Unit 3 Product Designing 5. cultivate: v. to grow plants or crops e.g. The people cultivate mainly rice and beans. b. to foster the growth of e.g. The tradition of the Chinese people helps to cultivate the loyalty of the staff members of an enterprise. c. (sometimes disapproving) to try to get somebody’s friendship or support e.g. He purposely tried to cultivate good relations with the press. Unit 3 Product Designing 6. demonstrate: v. a. to show something to an interested audience e.g. An assistant demonstrated the new washing machine to customers. Let me demonstrate to you some of the difficulties we are facing. His sudden departure had demonstrated how unreliable he was. It has been demonstrated that this drug is effective. b. to show by your actions that you have a particular quality, feeling or opinion e.g. We want to demonstrate our commitment to human rights. c. sth (to sb) to show and explain how sth works or how to do sth e.g. Her job involves demonstrating new educational software. 7. enhancement: n. an improvement that makes something more agreeable e.g. They argued that our economic progress was not matched by a corresponding enhancement in our social behavior. enhance v. to increase or further improve the good quality, value or status of somebody/something e.g. This is an opportunity to enhance the reputation of the company. Good lighting will enhance any room. 8. reinforce: v. to make stronger e.g. The rescue effort was reinforced by 12 experienced miners. The experience reinforced my sense of loss. The climate of political confusion has only reinforced the country’s economic decline. All buildings are now reinforced to withstand earthquakes. 9. aggressive: a. forceful, self-assertive e.g. A good salesman must be aggressive if he wants to succeed. 10. appeal to: a. to be attractive or interesting (to somebody) e.g. Her sense of humor appealed to him enormously. b. ~ (to sb/sth) (against sth) to make a formal request to a court or to sb in authority for a judgement or a decision to be changed e.g. Appealing to the referee does not often result in a decision being changed. The company is appealing against the ruling. c. ~ (to sb) (for sth) to make a serious and urgent request e.g. Organizers appealed to the crowd not to panic. The police have appealed to anyone with information to come forward and talk to them. 11. release: n. to let sb/sth come out of a place where they have been kept or trapped e.g. Firefighters took two hours to release the driver from the wreckage. b. the act of making something available to the public e.g. The film is scheduled for release next month. Useful expressions: release somebody/something from something 释放，放走 release something to somebody/something 发布(新闻等) 12. guarantee: v. a. to promise to do sth; to promise sth will happen e.g. We cannot guarantee (that) our flights will never be delayed. b. to give a written promise to replace or repair a product free if it goes wrong e.g. This iron is guaranteed for a year against faulty workmanship. n. a. a pledge that something will happen or that something is true e.g. Blue skies are not always a guarantee of fine weather. b. a written promise given by a company that sth you buy will be replaced or repaired without payment if it goes wrong within a particular period e.g. We provide a 5-year guarantee against rust. 13. distinguish: v. a. to recognize the difference between (people or things) e.g. He could not distinguish cotton from wool. It was hard to distinguish one twin from the other. b. to be able to see or hear something e.g. She could not distinguish the make and color of the car in the fading light. 14. prompt: a. characterized by speed and efficiency e.g. Your prompt attention to this matter will be highly appreciated. Translation 斗山英维高株式会社在中国的营销策略 专门从事挖掘机和轮式装载机制造的建筑设备生产商斗山英维高株式会社，目前 正进军中国机械工具市场。自1996 年首次进入中国市场，斗山英维高株式会社 得益于其本土化战略、市场需求培育、技术革新和全国的销售和售后服务网络， 取得了令人瞩目的成就。 首先，斗山英维高株式会社在中国市场推出了各种各样的中国本土化机型，以满 足当地消费者需求。斗山英维高株式会社研究了中国的自然环境，并开发出最适 合中国地形条件的机械工具。多数外国制造商在中国专营高端精密机械工具，而 斗山英维高株式会社在中国主要从事低端机型的生产，以满足其对普通机械工具 日益增长的需求。 其次，自2005 年以来，斗山英维高株式会社坚持在中国举办室内机械工具展览 会，以培养新客户、扩大订单需求和支持经销商的销售活动。通过邀请主要客户、 行业协会代和政府官员出席展览会，斗山英维高株式会社借此契机展示其最新 技术和生产工艺，激发客户对斗山英维高株式会社产品更多的信任。 第三，技术创新始终对加强斗山英维高株式会社的竞争力起着举足轻重的作用。 斗山英维高株式会社推出工艺先进的产品，确定了其在中国市场的地位，并通过 积极网络扩张战略进一步巩固了其在华地位。DH 系列挖掘机就是一个证明。该 系列的产品有着更宽敞的驾驶室、更高的舒适度、更好的可视性、更低的机身振 动和噪音水平，因此一推向市场便受到中国客户的青睐。除了卓越的实用性、耐 用性、操作便利性和燃油效率高外，其价格与其他中国制造商所生产的同类产品 相似，这就意味着斗山产品在价格和质量上都更具竞争力。 第四，斗山英维高株式会社在中国建立了一个全国性的销售和售后服务网络，以 期建立一个与众不同的形象。目前，该网络共有280个销售和售后服务点，是中 国同类企业中最大的服务网络。该公司实行24 小时的售后服务体系，为客户提 供8000 小时的免费售后服务。同时，公司奉行迅速决策和增加运作透明度的原 则，并采用市场感知体系，旨在迅速应对市场的需求，以期在中国市场独树一帜。 Task 1 Listen to the conversation and match the companies with the correct information. a. a manufacturer of construction equipment b. in business line for more than 15 years c. has three branches in China d. specializes in excavators and wheel-loaders e. take part in several infrastructure investment projects in West China f. Its products enjoy wide acceptance in the world market. The operator: Doosan Infracore. Can I help you? John Smith: Yes, please. I’d like to speak to Ms. Alicia Green, the marketing manager. The operator: Hold on, please. I’ll put you through. Alicia Green: Hello, Alicia Green. John Smith: Good morning, Ms. Green. This is John Smith from Spark Infrastructure Company. Alicia Green: Yes? John Smith: Ms. Green, I saw from yesterday’s China Daily the introduction of your company, and understand that you are a manufacturer of various kinds of construction equipment. Alicia Green: Yes, we specialize in excavators and wheel loaders. Our products are much admired and enjoy wide acceptance in the world market. John Smith: I’m really interested in the new DX Series excavators you advertised in the newspaper and I’m calling to inquire about the possibility of entering into business relations with your company. Alicia Green: Thank you for your interest in our products. Well, would it be possible that you give me more information about your company? John Smith: Certainly. Our company has been in the business line for more than 15 years. We have three branches in China and have taken part in several infrastructure investment projects in West China. Alicia Green: I see. We’d be only too pleased to do business with you. Would you be interested in the Machine Tools Show from July 26th to 28th 2009? All our four new DX Series excavators will be on display. John Smith: Yes, I’d love to. Thank you for your invitation. It’s very nice to talk to you. Bye. Alicia Green: Bye. Task 2 John Smith talks with Wang Peng, the saleswoman of Doosan Infracore at the trade show. Listen to the conversation and fill in the blanks with what you hear. Wang Peng: Good morning. May I help you? John Smith: I 1____ if you can give me more information about this excavator model you’re showing. Wang Peng: I’d be glad to help. Would you like a packet of our 2 _________literature? John Smith: Thank you. I see this excavator has more 3____________operating environment. Wang Peng: Yes, the specially designed operating 4____ provides operator the most space in its class, and its 5____ 6____ allows easy entrance and exit. wonder promotional comfortable cab control stand John Smith: Sounds great. Does it perform efficiently? Wang Peng: Well, this model has a good 7_______ for its excellence in workability, 8________ and fuel efficiency. Its powerful motor and strong front section greatly reduce the body vibrations and noise levels. John Smith: Remarkable! Wang Peng: Would you like to tour our company? John Smith: Yes, if it wouldn’t take too long to arrange. I’m 9____10____ fly back to Guangzhou on Wednesday. Wang Peng: I’m sure we can arrange it before you leave. John Smith: Thank you for your help. Wang Peng: You are welcome. reputation durability due to Task 3 John Smith goes to Doosan Infracore to get more information about the excavators. Marketing Manager Alicia Green receives him. Listen to the conversation and tick the correct sentence. 1.?John Smith wants to drink coffee. ?John Smith wants to drink Cola. 2.? John Smith is interested in the DX 190W excavators. ? John Smith is interested in the DX 119W excavators. Unit 8 Marketing and After-Sales Service 3.? In John Smith’s opinion, the price Alicia Green offers is 10% higher than that of the same products of other brands but acceptable. ? In John Smith’s opinion, the price Alicia Green offers is 10% higher than that of the same products of other brands and unacceptable. 4.? Alicia Green offers such a price because his company provides a better service. ? Alicia Green offers such a price because their products are of better quality. Unit 8 Marketing and After-Sales Service 5.? Alicia Green agrees to give John Smith a 2% discount for the size of his order is large. ? Alicia Green agrees to give John Smith a 2% discount for he is eager to establish a long term business relationship with John Smith. Alicia Green: How do you do, Mr. Smith. Welcome to our company. John Smith: How do you do, Ms. Green. Alicia Green: What would you like to drink, tea, Cola or coffee? John Smith: Coffee, please. Alicia Green: Mr. Smith, I know you are interested in some of our construction equipment. We can bring you high quality excavators and wheel loaders at cost-effective prices. John Smith: I see. I’m thinking of ordering the DX 190W excavators. What price do you offer on this item? Alicia Green: It goes for $86,150 each. John Smith: Well, I don’t think the price is acceptable to us. It’s 10% higher than that of the same products of other brands. Alicia Green: I’m afraid we can’t go any lower. The quality of our products is much better. Good products deserve a good price. John Smith: I understand. But I’ll order 100 excavators; it’s a large order. Could you give me an 8% discount? Alicia Green: Well, in that case, a 2% discount is the best I can do. It’s already our rock bottom price. John Smith: That sounds like a possibility. OK, I’ll place an order of 100 excavators at the price of $84,427 for each. Alicia Green: Yes. Thank you. Task 4 John Smith calls Alicia Green for more details of the business. Listen to the conversation and answer the following questions. Why does John Smith call Alicia Green? 2. When does Alicia Green’s company usually deliver the goods after the receipt of the covering letters of credit? 3. Why does John Smith propose prompt shipment? He calls to confirm the terms of delivery and the mode of payment. Within three months. Because his company is in bad need of excavators and there is no time to lose. 4. Does Alicia Green agree on John Smith’s proposal? 5. What is the mode of payment in this business? The amount must be paid by credit card with 40% in advance and 60% within 1 week after delivery of the excavators. Not necessarily. She has to contact the shipping company first and try to settle the matter. Script Alicia Green: Good morning, this is Alicia Green speaking. John Smith: Hello, Ms. Green. This is John Smith. We’ve settled the question of price of excavators yesterday. I’m calling to confirm the terms of delivery and the mode of payment. Alicia Green: Yes. Usually we deliver the goods within three months after the receipt of the covering letters of credit. John Smith: Well, what would you say to prompt shipment, to be specific, shipment by the end of September? Alicia Green: I’m afraid the ship space is not available since September is the busy month. John Smith: I see. But I’m sure you know we are in bad need of excavators. There is no time to lose, Ms. Green. Alicia Green: Um... We’ll contact the shipping company and try to settle the matter. I’ll call you back as soon as I get the news. John Smith: That’ll be fine. Thank you for your cooperation. Alicia Green: It has always been our wish to satisfy you. John Smith: One more thing, what’s your mode of payment? Alicia Green: Well, yes. The amount must be paid by credit card with 40% in advance and 60% within one week after delivery of the excavators. John Smith: OK, no problem. It’s nice to do business with you. See you then. Alicia Green: Bye. Task 5 John Smith comes to Doosan Infracore to make a complaint. Cindy Pan, manager of After-Sales Department, receives him. Listen to the conversation and complete the sentences with the information you hear. Cindy Pan: Can I help you, sir? John Smith: Yes. We bought 100 DX 190W excavators from your company 8 months ago and now one of them simply doesn’t work. Cindy Pan: Doesn’t’ work? That’s very strange. What’s the problem? John Smith: Poor quality, I guess. When our operator tried to drop the bucket, 1________________________ that the stick cylinder broke into two pieces. it hit the ground with such force Cindy Pan: I’m sorry to hear that. But technically speaking, 2 ___________________________ They are well accepted for their high efficiency and durability. John Smith: I’m afraid not. Its alarm system doesn’t function properly, either. When the operator uses the excavator to do lifting duties, 3 _____________ __________________________________which makes it impossible to carry out a task. Cindy Pan: It’s unbelievable. Do you have your operator properly trained? John Smith: Why? Of course. I don’t think it’s the operator’s mistake. Can you replace it with another one? Cindy Pan: I’m afraid not. 4 ________________________ our excavators are stable and reliable. gives out sounds at random intervals the alarm system We can send a technician to your company _____________________________________. John Smith: Um… Well, actually, we’d like you to exchange it for another one. Cindy Pan: I’m awfully sorry, sir. We can’t do that. The only thing we can do for you now is to send a technician to your company. John Smith: This is unreasonable. You promised good service when selling excavators to us. Cindy Pan: Yes, 5 _______________________________and have the machine fixed for you. John Smith: All right, then. to have it checked and repaired. we are trying to get to the bottom of the problem Task 1 Work in pairs. Practice making short conversations with the words provided according to the example below. Example: John Smith / Spark Infrastructure Company / diggers / enter into business relations A: Good morning. My name is John Smith and I work for Spark Infrastructure Company. B: Good morning. How can I help you? A: I’m interested in the diggers manufactured by your company. I’m wondering whether it’s possible for us to enter into business relations with you. B: Yes. Do you mind telling me more about your company? 1. Reyn Peterson / Nanjing Machine Tool Company / wheel loaders / supply goods at once from stock 2. Terry Chris / Shandong Precision Machinery Co., Ltd. / skid steer loaders / types of the products 3. Timber Clair / Hebei Measuring and Cutting Tool Company / milling machines / visit the showroom(展室) Task 2 Work in pairs. Wang Peng is introducing a new model of wheel loader to John Smith. Practice making a conversation. You may use the phrases or expressions listed below. Welcome to our showroom. Spacious cab. Compact central monitor panel (中央监控器). Adjustable steering column. Low fuel consumption. It’s nice to talk to you. I’m interested in… Could you show me your catalog? Can you tell me more about… How about its operating environment? Does it perform efficiently? Thank you very much for the information. Wang Peng John Smith Task 3 Work in pairs. Wang Peng is discussing price, terms of payment and delivery with John Smith. Make a conversation according to the instructions below. Greet John Smith. Make a proposal. Make a more reasonable proposal. Express thanks and enjoyment. Inquire the price and terms of payment and delivery. Express polite disagreement. Express agreement and thanks. Wang Peng John Smith Task 4 Work in pairs. John Smith is making a complaint to Cindy Pan about the wheel loader he just bought. He complains that the central monitor panel gets rusty and the engine makes strange noise when it’s moving. Make a conversation with your partner with the help of the sample. Sample: A: Hello, sir. What can I do for you? B: I am Mr. Lee from Anderson & Lewis. I have a complaint to make. A: I see. I am listening and hope I can be of some help. B: Well, the printer we bought from you two weeks ago couldn’t work yesterday. The color is mixed up. And you promised that this machine is the best. A: I’m sorry; that’s all very unfortunate. I’m sure something can be done. Could you please tell me the size and model and the date you bought it? B: It’s NovaJet 1000i, and I bought it on August 12. Unit 8 Marketing and After-Sales Service A: OK, that’s NovalJet 1000i… bought on August 12… and the color is mixed up… and your name please, sir? B: Lee Cruise from Anderson & Lewis. A: Lee Cruise… Anderson & Lewis. OK, sir, I have noted down everything and I am so sorry about the inconvenience you have had. Could you please leave the machine here and we’ll send a technician to have it checked and repaired first. What about I call you as soon as we have solutions? B: No. I hope you understand that a simple repair is just not enough. I demand that you exchange it for another one. A: If there’s really something wrong with the quality of our printer, I will replace it for you. B: OK, but I hope you can handle it as soon as possible. Invitation to India Machine Tools Show Dear Sir, We are pleased to announce the most awaited Industrial exhibition, India Machine Tools Show 2009. (3rd IMTOS) Approved by: ITPO (India Trade Promotion Organization) Date: July 26th – 28th, 2009 Venue: Pragati Maidan, New Delhi, India IMTOS 2009, Asia’s 2nd largest International Industrial Exhibition will have on display engineering, machinery, machine tools, automation, material handling equipments, hydraulics & other industrial products and technology. This will be the 3rd IMTOS Industrial Exhibition that remains to be the most awaited event in the engineering field. Its primary objective is to promote and encourage well-organized expansion and development of machine tools industry. It is a matter of pride for us that such an event has been running successfully in India over the past decade. The 3rd IMTOS will have over 1,000 participants, both national and international are expected. We hope to surpass the record of last IMTOS 175,000 visitors, in 3rd IMTOS. Other than being a successful Industrial Exhibition IMTOS is also a medium, which can help achieve communication objectives of participants. It holds a prime position in the minds of people; the audience is respectively large in number and is specific to the industrial world. We encourage greater participation from the industry to take a more proactive role, primarily by sponsoring various spatial positions, which can highlight your corporate logo and convey your message to your advantage at the least cost. For any further information or booth reservation required by you, please do not hesitate to contact us. We will be happy only to respond at the earliest. We welcome your visit to IMTOS 2009 and wish your ventures the best of success. Yours sincerely, Barindrasinh Jhala Business Development Department of K & D Communication Ltd. Task 1 Read the passage and decide whether the following statements are true (T) or false (F). 1. IMTOS 2009, Asia’s 2nd largest International Industrial Exhibition, is expected to see record-breaking numbers both in terms of exhibitors and visitors. 2. IMTOS 2009 is a platform for participants from India and the surrounding countries to achieve communication and expansion of their businesses. T F 3. The organizer of IMTOS 2009 prefers machine tools to material handling equipments and hydraulics products because the exhibition is a machine tools show. 4. All the participants’ logos will appear in outdoor advertising at the least cost. 5. Participants have to contact the organizer if they want a booth reservation form, and they are likely to get a prompt reply. F F T Task 2 Match the English expressions with their Chinese meanings. 1. on display 2. material handling equipments 3. the most awaited event 4. achieve communication objectives 5. hold a prime position 6. take a more proactive role 7. highlight one’s corporate logo 8. to one’s advantage a. 实现沟通目标 b. 起更积极的作用 c. 对……有利/有帮助 d. 占重要地位 e. 材料处理设备 f. 展示，展出 g. 最期待的事情 h. 突出企业标识 Task 3 Translate the following paragraph into Chinese. Please Visit CIMT2009, booth W3, B-101, and see how our advanced technology increases the productivity while cutting costs. You’ll find everything from the most basic, most economical designs to advanced machines capable of producing complex geometries in a single setup. Visit the booth to explore the innovation, and the attention to service, quality and performance. We’ll show you our never-ending efforts to be the world top machine tools maker. ______________________________________________________________________________________________ 欢迎光临2009 中国国际机床展览会W3 号馆B-101 展台，并感受我们的先进 技术所带来的成本降低和生产能力提高的优势。在这里，从简约、经济的机 械，到能一次性制成复杂产品的先进机器，都将为您一一呈现。亲临展位，您将 体验我们的创新和我们对服务、质量和性能的关注。我们会向您展示，我们一直 致力于成为世界顶级机床制造商。 Product Designing 1. surpass: v. to do or be better than somebody/something e.g. The beauty of the scenery surpassed all my expectations. He hopes one day to surpass the world record. Useful expression: surpass somebody/something in something 在某方面优于或超过某人(某事物) 2. other than: being distinct from those first considered; except for e.g. All parts of the house other than the windows are in good condition. I don’t know any French people other than you. We’re going away in June but other than that I’ll be here all summer. I have never known him to behave other than selfishly. 3. proactive: a. (of a policy or person or action) controlling a situation by causing something to happen rather than waiting to respond to it after it happens e.g. The Group is adopting a proactive strategy to meet the challenges and to seize the opportunities. 4. sponsor: v. to assume sponsorship of e.g. On American radio, advertisers often sponsor whole programs. Unit 3 Product Designing 5. spatial: a. of, concerning or existing in space e.g. Changes take place in the spatial distribution of the population. 6. highlight: v. to emphasize something especially so that people give it more attention e.g. Here, I would like to highlight three challenges in the process of development of cultural traditions. The report highlights the major problems facing society today. 7. convey: v. a. to make ideas, feelings, etc. known to somebody e.g. Colors like red convey a sense of energy and strength. (formal) Please convey my apologies to your wife. b. (formal) to take, carry or transport somebody/something from one place to another e.g. A bus conveys passengers from the train to the boat. 8. venture: n. a business project or activity, especially one that involves taking risks e.g. A disastrous business venture lost him thousands of dollars. v. to go somewhere even though you know that it might be dangerous or unpleasant e.g. He has never ventured abroad in his life. Useful expression: venture into / on something to do something e.g. This is the first time the company has ventured into movie production. Translation 尊敬的先生们: 我们很高兴地宣布让人期待已久的工业博览会——2009 年印度机械工 具展(第三届印度机械工具展)，将由印度贸易促进组织于2009 年7 月26 日 至28 日在印度新德里普拉格提梅顿主办。 印度机械工具展邀请函 2009 年印度机械工具展是亚洲的第二大国际工业博览会，展会将展示工程、机 械、机床、自动化、材料处理设备、液压及其他工业产品和技术。本届，第三届 印度机械工具展，是工程领域最值得期待的展会，其主要目标是促进和鼓励机械 工具行业组织良好地发展、壮大。 在过去的10 年里，这一展会一直在印度成功地举行，这真是一件让人引以为豪 的事情。预计将有包括国际国内的1000 多名参展商参加第三届印度机械工具 展。我们希望此次展览会能超越上次展会175000 名来访者参与的记录。 印度机械工具展不仅是一个成功的工业展览会，也是一个媒介，它能够帮助实现 与会者的沟通目标。该展会在人们心中占有重要地位，来访者数量巨大且多集中 在工业领域。我们鼓励更多的行业企业积极参与该展会。我们将赞助您各种空间 位置，突出您的企业标识，并助您以最低的成本发布有利于您的宣传信息。 如想获得更多的信息或帮助，请不要犹豫，与我们联系。我们非常乐意在最短的 时间内给您答复。 欢迎参加2009 年印度机械工具展，祝您成功。 此致 真诚的 巴仁缀辛? 哈拉 企业发展部 Task 1 Suppose you are Alicia Green, manager of the Marketing Department in Doosan Infracore. Write a letter of reply to the invitation to IMTOS 2009. Your letter should cover the following points: 1. thanks for the invitation; 2. models you are to display on the trade show; 3. the person your company assigned to make pre-show preparations. Sample Dear Sir, Thank you for your letter of June 20 inviting our company to participate in the IMTOS 2009. We are very pleased to accept it and are planning to display our four new DX Series excavators and other construction equipment as we did in previous years. Miss Wang Peng will be in your city from July 12 to 18 to make specific arrangements and would very much appreciate your assistance. Yours faithfully, Alicia Green Doosan Infracore Company General Information Company ____________ Country ____________ Telephone ____________ Booth Traffic ?Good: Steady stream of visitors. ?Fair: Intermittent(间歇的，断续的)stream of visitors. ?Poor: Long periods of inactivity with only a few periods of moderate activity. Task 2 Wang Peng took part in IMTOS 2009 in India last month. Suppose you are Wang Peng and fill in the feedback form offered by the organizer of the exhibition. Traffic Quality ?Good: Many booth visitors were decision-makers or decision-influencers. ?Fair: About an equal mix of clerks and administrators. ?Poor: Mostly clerks. Visitor Reception ?Good: Most visitors appeared highly interested; they asked lots of questions and were clearly engaged with our product. Lots of enthusiastic comments. ?Fair: Some visitors were interested and enthusiastic, but an equal number appeared only mildly interested. ?Poor: Most visitors appeared uninterested; they didn’t stay long at the booth, didn’t ask many questions and quickly lost interest in our product. Overall Show Evaluation ?Must-go next year. ?Give it one more try. ?Avoid next year. Task 1 Write out the words in Reading A or Reading B according to their meanings in the right column. The first letters are already given. h___________ to deal with, manage or control (people, a situation, a machine, etc.) s___________ to arrange for something to take place c___________ to acquire or develop a relationship p___________ acting without delay d___________ to show something to an interested audience i___________ to fill somebody with thoughts, feelings or aims r___________ to make stronger h___________ to pause before saying or doing something because you are not sure andle tage ultivate rompt emonstrate nspire einforce esitate Task 2 Fill in each blank with the appropriate form of the word given in the brackets. Future (expand) ______________of the business calls for two new factories. 2. In these hard times, many small firms have gone to the wall because they could not (competitive) ______________with big businesses. 3. No matter how modern and (comfort) __________a hotel building is, the most important feature is the people who work there. 4. Governed by supply and demand, prices are the (visibility) ____________hand in economics. 5. Gas is one of the modern (convenient) ____________the newly-built apartment building provides. expansion compete comfortable invisible conveniences 6. Mr. Broackes died just two weeks after the (announce) _____________that I had won the 1993 Nobel Prize in Medicine. 7. My job is a dead end; I just work in the stores and there’s absolutely no prospect of (promote) _____________. 8. After the training, each (participate) _____________will take with them a computer and a set of VBI cards. 9. According to international norm, Chinese students who are (sponsor) _______________by the government to study abroad have the duty to return to serve their home country. 10.Without a moment’s (hesitate) ____________, she jumped into the river to save the drowning(溺水的)girl. announcement promotion participant sponsored hesitation Task 3 Complete the following sentences with the words or phrases given below. Change the form if necessary. 1. His latest record was a big hit within a week of its _________. 2. We ___________offering clients a variety of Chinese merchandise at a competitive price. 3. Any car that would _____________these young customers had to have three main features: great styling, strong performance, and a low price. 4. During these quarterly meetings, it’s the boss’ responsibility to _____________each manager’s plan. 5. When he put the shoes _______________, they lasted no more than one hour. release specialize in appeal to respond to on display respond to surpass remain release appeal to on display launch highlight convey specialize in 6. In order to catch up with and ______________the advanced world levels we’ll have to accelerate our speed. 7. Air at higher levels may ________________warmer than that near the ground. 8. If we ____________our new model a few weeks before the motor show we’ll have the edge over our competitors. 9. Today her books, though no longer easy to get, still read with a freshness that only a good writer can _____________. 10.This kind of dark material will __________the brightness of your complexion. surpass remain launch convey highlight Task 4 Make sentences with the same pattern as is shown in the examples. Example 1: the 10-carat diamond ring shining brilliantly in the sun / his never-ending love for his wife — The 10-carat diamond ring shining brilliantly in the sun is a proof of his never-ending love for his wife. Example 2: the fans’ frantic screaming at the sight of the football star / his popularity among younger people — The fans’ frantic screaming at the sight of the football star is a proof of his popularity among younger people. Unit 8 Marketing and After-Sales Service smiles on the teacher’s face / his satisfaction with the students’ performance _____________________________________________________ _____________________________________________________ 2. his fingerprints on the criminal scene / his involvement in the murder that shocked the whole nation _____________________________________________________ _____________________________________________________ 3. the leaking faucet running all the time / the poor management of the hotel _____________________________________________________ _____________________________________________________ Smiles on the teacher’s face are a proof of his satisfaction with the students’ performance. His fingerprints on the criminal scene were a proof of his involvement in the murder that shocked the whole nation. The leaking faucet running all the time is a proof of the poor management of the hotel. 4. gray hair and rough skin / the hardships she has experienced in recent years _____________________________________________________ _____________________________________________________ 5. the diploma in colored silk frame hung on the wall / her graduation from the best university in China _____________________________________________________ _____________________________________________________ Gray hair and rough skin are a proof of the hardships she has experienced in recent years The diploma in colored silk frame hung on the wall is a proof of her graduation from the best university in China. Example 1: us / such an event has been running successfully in India over the past decade — It is a matter of pride for us that such an event has been running successfully in India over the past decade. Example 2: the whole nation / they had the quickest and best boat to cross the Atlantic in the Victorian Age(维多 利亚时代) — It was a matter of pride for the whole nation that they had the quickest and best boat to cross the Atlantic in the Victorian Age. all the Chinese basketball fans / Yao Ming took his team the Huston Rockets to the playoffs <常规赛季之后的>季后赛 this year _____________________________________________________ _____________________________________________________ 2. Johnson / he depends on himself instead of turning to an adult when he needs help _____________________________________________________ _____________________________________________________ 3. the parents / their son was one of the three astronauts in the manned spacecraft Shenzhou-7 _____________________________________________________ _____________________________________________________ It was a matter of pride for all the Chinese basketball fans that Yao Ming took his team the Huston Rockets to the playoffs this year. It is a matter of pride for Johnson that he depends on himself instead of turning to an adult when he needs help. It was a matter of pride for the parents that their son was one of the three astronauts in the manned spacecraft Shenzhou-7. 4. professor Mitch / Cambridge University recommended a candidate to his program _____________________________________________________ _____________________________________________________ 5. Liu Huan / he was invited to sing in the opening ceremony of the 2008 Olympic Games _____________________________________________________ _____________________________________________________ It was a matter of pride for professor Mitch that Cambridge University recommended a candidate to his program. It was a matter of pride for Liu Huan that he was invited to sing in the opening ceremony of the 2008 Olympic Games. Task 5 Translate the following sentences into English using the words or phrases given in the brackets Please come to my office next Monday _________________________ (到时你可 以听到一些对你有利的 消息). (to your advantage) 2. The manager emphasized __________________________ _____________________(进一步加强企业管理的重要性) in his annual report. (reinforce) 3. _______________________________________________ ___________(政府欢迎真正的企业家来港开展事业), bringing with them capital and expertise. (establish a presence) when you may hear something to your advantage the importance of further reinforcing enterprise management Genuine entrepreneurs are welcome to establish a presence in Hong Kong _______________________________________________ _________________ (改革的主要目标是帮助学生全面发展) so that they can meet the challenges of the new millennium. (primary objective) 5. As your agent, we will _____________________________ ________(尽全力推销你方产品). (make effort to) Unit 8 Marketing and After-Sales Service The primary objective of the reform is to enable students to have all-round development make great effort to push the sale of your product