商务英语阅读Unit-4---International-Marketing.ppt

单击此处编辑母版标题样式,单击此处编辑母版文本样式,第二级,第三级,第四级,第五级,*,Unit 4 International Marketing,CONTENTS,Welcome to the unit,Text A,Text B,Supplementary Reading,Welcome to the unit,Questions for you.,Is marketing equivalent to selling?,What is the aim of marketing?,What kind of methods can you use to keep in touch with your customers?,Do you know any marketing strategies?What are they?,Guess the meaning,1.CMO magazine,2.Lead generation,3.discretionary income,4.marketing mix,5.de-market,chase,teis,vt.追逐；追捕；试图赢得；雕镂 vi.追逐；追赶；奔跑 n.追逐；追赶；追击,chase the dragon 俚语“追龙”式服用海洛因，腾云般服用海洛因(指吸毒者将海洛因放在锡箔上加热，然后抽吸烟雾，其飘浮形状宛如龙尾),cut to the chase 提到关键问题，转入(或切入)正题,give chase to 追赶；追逐；追击,go(and)chase oneself 美国俚语 别捣乱，走开，滚开,in chase of 追求；追赶；追击,lead someone a(fine,hard,merry,lively)chase 诱使某人尽力追赶(或徒劳追逐),stern chase(在前船后面的)尾追；追击,Apple Inc.,(NASDAQ:AAPL;previously Apple Computer,Inc.)is an American multinational corporation that designs and markets consumer electronics,computer software,and personal computers.The companys best-known hardware products include the Macintosh line of computers,the iPod,the iPhone and the iPad.Apple software includes the Mac OS X operating system;the iTunes media browser;the iLife suite of multimedia and creativity software;the iWork suite of productivity software;Aperture,a professional photography package;Final Cut Studio,a suite of professional audio and film-industry software products;Logic Studio,a suite of music production tools;and iOS,a mobile operating system.As of August 2010,the company operates 301 retail stores in ten countries,and an online store where hardware and software products are sold.,Established on,April 1,1976,in Cupertino,California,and incorporated January 3,1977,the company was previously named Apple Computer,Inc.,for its first 30 years,but removed the word Computer on January 9,2007,8 to reflect the companys ongoing expansion into the consumer electronics market in addition to its traditional focus on personal computers.As of September 25,2010,Apple had 46,600 full time employees and 2,800 temporary full time employees worldwide and had worldwide annual sales of$65.23 billion.,For reasons as various as its philosophy of comprehensive aesthetic design to its distinctive advertising campaigns,Apple has established a unique reputation in the consumer electronics industry.This includes a customer base that is devoted to the company and its brand,particularly in the United States.Fortune magazine named Apple the most admired company in the United States in 2008,and in the world in 2008,2009,and 2010.The company has also received widespread criticism for its contractors labor,environmental,and business practices.,Words and expressions,1.,fell over one another,:争先恐后，竞争，争夺,2.,fledgling,:fledli,n.无经验的人；刚会飞的幼鸟,fledgling firm 名词新公司/无经验的公司,fledging,fledi,n.羽毛初长的雏鸟；刚会飞的幼鸟；无经验的人 v.变得羽毛丰满（fledge的ing形式）,3.,tablet,:tblit,n.碑；药片；写字板；小块,Tablet,PC 平板计算机,data tablet 数据输入板,plotting tablet,标图板,4.,set ones sight on,:志在.,企图,5.,whopping,:hwpi,adj.巨大的；天大的 adv.非常地；异常地 v.猛打；抽出,whop,hwp,vi.打；抽出；征服 vt.打；抽出；征服；使突然摔倒 n.重击；打击声；突然摔倒,whopping price 天价,6.,trigger,:tri,vt.引发，引起；触发 vi.松开扳柄 n.扳机；触发器；制滑机,trigger off,引起；激起,There are some food that,trigger off,a headache or migraine attack and some that dont.,有些食物会引起头痛或偏头痛，有些食品则不会引起。,10.,tout,:taut,vt.兜售；招徕；刺探赛马情报 vi.兜售；招徕顾客；拉选票 n.侦查者；兜售者,We should,tout,our wares on television.我们应该在电视上兜售商品。,11,.capitalize,:kpitlaiz,vt.使资本化；以大写字母写；估计的价值 vi.利用；积累资本,capitalize on,利用,Advertisements,TV shows,movies,and books all,capitalize,on the image.广告、电视节目、电影和书籍都在为这个形象投资。,Everyone should,capitalize,on his opportunity.每个人都应当利用机会。,12.,warrior,:wri,w:-,n.战士，勇士；鼓吹战争的人,13.,jamboree,:,dmbri:,n.少年团体大会；欢乐的聚会,14.,out-of-the-box,:创造性地；立即可用的；内存不足,out of the blue,突然地；意外地,out of the money,赌输;未到价,Test yourself,1.Yet with the economic boom,people there started getting and feeling richer,pulling money out of low interest rate deposits and throwing it into the,stock markets.,2.Washington has been pressuring Beijing to revalue the yuan to solve the problem of its,trade deficit but economists have long pointed out that it is the US fault.,3.I have just cleared up a,welter of data saved in my computer.,4.Private interests were to,the joint-stock land banks,operating on a profit basis for their stockholders.,5.Just as Pavlovs dogs learned to,at the sound of a bell,the activities we associate with food can become signals to eat.,6.How will the president compel Americans to buy these cars?Especially in the two years it takes for Chrysler to,any Fiat originated product.,Check your answers,1.fledgling,2 whopping,3.bewildering,4.capitalize,5.salivate,6.churn out,TEXT B,Assignment,Finish the exercises of Text B,Preview supplementing reading.,Text B Geely buys Volvo,Some background information about Volvo and Geely,AB Volvo,is a Swedish builder of commercial vehicles,including trucks,buses and construction equipment.Volvo also supplies marine and industrial drive systems,aerospace components and financial services.Although Volvo was incorporated in 1915 as a subsidiary of AB SKF,a Swedish ball bearing manufacturer,the auto manufacturer considers itself officially founded on 14 April 1927,when the first car,the Volvo V 4 series,affectionately known as Jakob,rolled out of the factory in,Hisingen,Gothenburg.,Volvo,means I roll in Latin,conjugated from volvere,in relation to ball bearing.The name,Volvo,was originally registered in May 1911 as a separate company within SKF AB and as a registered trademark with the intention to be used for a special series of ball bearing,but this idea was only used for a short period of time and SKF decided to use SKF as the trademark for all its bearing products.,In 1924,Assar Gabrielsson,a SKF Sales Manager,and Engineer Gustav Larson,the two founders,decided to start construction of a Swedish car.Their vision was to build cars that could withstand the rigors of Swedens rough roads and cold temperatures.This has become a feature of Volvo products ever since.,The company AB Volvo had no activities until 10 August 1926,after one year of preparations involving the production of ten prototypes,was set up to carry out the car-manufacturing business within the SKF group.AB Volvo was introduced at the Stockholm stock exchange in 1935 and SKF then decided to sell its shares in the company.Volvo was delisted from NASDAQ in June 2007,but remains listed on the Stockholm exchange.,In 1999,Volvo sold its car division Volvo Cars to Ford Motor Company for$6.45 billion.The Volvo trademark was shared between Volvo AB,where it is used on heavy vehicles,and the unit of Ford,where it was used on cars.,In 2008,Ford decided to sell its interest in Volvo Cars;in 2010,Ford sold the brand to the parent of Chinese motor manufacturer Geely Automobile for$1.8,Reading comprehension,Read the passage quickly then answer the following two questions.,1.What will Geely get from this deal?,2.What is the challenge for Geely to realize the dream of becoming a big international carmaker?,Words and expressions,1.,epitome,:ipitmi,n.缩影；摘要；象征,2.,default,:dif:lt,vi.拖欠；不履行；不到场 n.违约；缺席；缺乏；计系统默认值 vt.不履行；不参加（比赛等）；对处以缺席裁判,default document 缺省文档,Default Object Manipulator默认调节器,3.,stringent,:strindnt,adj.严厉的；迫切的；银根紧的,stringent regulations严厉的规则,；严格管理Development of electroplating industry is facing a,stringent,challenge for its serious environmental-pollution.电镀行业是污染严重的产业之一，其发展面临严峻的挑战。,4.,protracted,:prutrktid,adj.拖延的 v.拖延；绘制；伸展（protract的过去分词）,Lets not,protract,the debate any further.我们不要再继续争论下去了。,5.,expansionary,:ikspnnri,adj.扩张性的；膨胀的,No doubt the Europeans would be pressed by the US to follow a more,expansionary,policy,as they have been in almost every past year.毫无疑问，美国将迫使欧洲国家遵循一种更具扩张性的政策，就像过去所有年份那样。,6.,hubris,:hju:bris,n.傲慢；狂妄自大,There was a,hubris,that was unreal:the climate and the culture and the unbridled optimism.There was arrogance that anything was possible.当时有一种不真实的傲慢气氛：气候、文化和不受拘束的乐观主义。人们傲慢地认为，凡事皆有可能。,7.,offload,:flud,vt.卸下；卸货 adj.卸载的,The fear is that value-at-risk systems force investment firms and banks to,offload,securities,leading to price falls and further sales.,人们担心风险值体系迫使投资公司和银行能卖掉证券，从而导致价格下跌和更多的抛售。,8.,managerial,:,mnidiril,adj.管理的；经理的,13.,expertise,:,eksp:ti:z,n.专门知识；专门技术；专家的意见,14.,steward,:stju:d,stjud,n.管家；乘务员；膳务员；工会管事 vi.当服务员；当管事 vt.管理,15.,take a shine to,:美俚喜爱；看中,16.,at stake,:危如累卵；处于危险中；在紧要关头,Climate change:What is,at stake,for Africa?气候变化：非洲的威胁是什么？,Test yourself,1.When they,in their payments,the bank foreclosed on the car.,2.It can work on-line in the,condition,and achieve the intention to measure roller wear precisely and real-time.,3.We can,our two small businesses into a larger one.,4.Banking analysts believe that other foreign banks are planning to,stakes,though they say that such sales dont necessarily point to problems in the relationship with Chinese partners.,5.That shiftiness was also recognized by those whose money was actually,.,Post reading,Discussion,1.What objectives can a good brand achieve?,2.What will you do to realize your dream if you were Li Shufu?,TEXT B,Assignment,Finish the exercises of Text B,Preview supplementing reading.,Supplementary reading,The Five Ws of Marketing,First,Why,Marketing?,The second question is,who,Next comes“,what,”,Finally,the last two Ws can be,where,and,when,Thank you!,