体验商务英语课后答案unit2

Unit 2

Brands

Part I

Business V

ocabulary

Directions:

There are 20 incomplete sentences in this part. For each sentence there

are four choices marked A, B, C and D. Choose the ONE that best completes the

sentence. Then mark the corresponding letter on the Answer Sheet with a single line

through the center. This part totals 20 points, one point for each sentence.

1

A

brand

can

be

a

name,

a

term

or

a

symbol.

It

is

used

to

_______C_______

a

product from competitors

’

products.

A

differ

B

compete

C

differentiate

D

compare

2 Brands should add value to products. It

’

s a _______B________ effect whereby one

plus one equals three.

A

energy

B

synergy

C

coordination

D

collaboration

3 The better- known the brand name, the more people want to ___D____ it _______.

A

copy

…

off

B

send

…

off

C

break

…

off

D

rip

…

off

4

In

the

past

Calvin

Klein

took

a

relatively

passive

________A_______

to

the

counterfeit problem.

A

approach

B

method

C

way

D

mode

5 But as sales and brand _______B_________ have risen, Calvin Klein has become

an increasingly popular target for Asian and European counterfeiters.

A

image

B

awareness

C

management

D

loyalty

6 I

’

m worried about the sales of the range of fragrances we ________D________ two

years ago.

A

sold

B

mounted

C

impounded

D

launched

7 The advert stated

–

jokingly

–

that 7 million points were needed for someone to

______B______ the jet.

A

declare

B

claim

C

announce

D

specify

8 A business student, John Leonard, intends to take Pepsi Cola to________B_______

regarding the promotion because he thinks they should give him the prize.

A

home

B

police

C

school

D

office

9 Customers have become less loyal to brands and are more willing to

______D______ to lower-priced coffee products.

A

trade in

B

trade for

C

trade up

D

trade down

10 It is _______C_________ as an exclusive ground coffee for gourmets.

A

produced

B

made

C

promoted

D

sold

11 Thank you for the _______A______ order of February 2 for 28,800 raincoats.

A

captioned

B

captioning

C

to caption

D

caption

12 Your order will be ready for shipment by February 28 and be packed _____C____

seaworthy containers.

A

by

B

through

C

in

D

within

13 Our raincoats are now packed in a polythene bag each and then in a cardboard box,

12 dozen _______D_______ a carton,

A

in

B

at

C

by

D

to

14

Each

carton

is

______C______

with

a

polythene

sheet

and

secured

by

overall

strapping.

A

lining

B

line

C

lined

D

to line

15 In addition, the packing is light ____B____ weight and therefore easy to handle.

A

to

B

in

C

at

D

for

16 Since a polythene bag is used for each raincoat, it is attractive and _____A____ for

window display.

A

all ready

B

already

C

all readiness

D

readiness

17

______B______ regard to packing in cartons for your order, we would like to give

you our comments as follows.

A

As

B

With

C

For

D

At

18 Cartons lined with plastic sheets can be well protected ______A______ moisture,

for they can be secured by overall strapping.

A

against

B

for

C

by

D

through

19

Since

the

trace

of

pilferage

is

_____C______

more

evident,

it

is

easier

to

file

a

claim against the insurance company.

A

many

B

lot

C

much

D

fewer

20 Therefore, cartons are convenient ______B______ handle and quite suitable for ocean transportation.

A

for

B

to

C

by

D

in

Part II

Phrase Translation

Directions

:

Directions

: There are 20 Chinese phrases in this part. You are required to

translate

them

into

English

and

write

down

your

translation

on

the

Answer

Sheet.

This part totals 20 points, one point for each phrase.

1

国际品牌

international brand

2

民族品牌

national brand

3

品牌商品

branded goods

4

品牌管理

brand management

5

高档品牌

upmarket brand

6

经典品牌

classic brand

7

品牌知名度

brand awareness

8

品牌形象

brand image

9

品牌忠实

brand loyalty

10

品牌延伸

brand stretching

11

物有所值

cost- effective

12

公司战略

corporate strategy

13

许可权利

licensing right

14

时装设计师

fashion designer

15

快餐公司

fast food company

16

广告宣传活动

advertising campaign

17

研磨咖啡

ground coffee

18

市场份额

market share

19

消费者调查

consumer survey

20

细分市场

market segment

Part III

Sentence Translation

Directions

:

There

are

10

sentences

in

this

part. You

are

required

to

translate

them

into Chinese and write down your translation on the Answer Sheet. This part totals 20

points, two points for each sentence.

1.

The

aim

of

the

advertising

campaign

is

to

enhance

brand

awareness

so

that

consumers become more familiar with our coffee products.

广告宣传活动的目的在 于提高品牌知名度，使得消费者更了解我们的咖啡。

2.

V

ol vo

’

s brand image is that of a well-engineered, upmarket, safe car.

沃尔沃汽车的品牌形象是其设计完美，工艺精良，质高价优，安全可靠

< br>

3.

A brand can be a name, a term or a symbol. It is used to differentiate a product

from competitors

’

products.

品牌可以是一个名字，一个术语或者一 个符号，用来区别你和你竞争对手的

商品。

4.

Brands should add value to products. It

’

s a synergy effect whereby one plus one

equals three.

品牌应该为商品增加价值。这是个合成效应从而相当于一加一 等于三。

5.

In

the

past

Calvin

Klein

took

a

relatively

passive

approach

to

the

counterfeit

problem.

以前

CK

采 取了对造假问题相对被动的态度。

6.

But

as

sales

and

brand

awareness

have

risen,

Calvin

Klein

has

become

an

increasingly popular target for Asian and European counterfeiters.

但是随着

CK

的销售量和品牌知名度的提升，它已经成为了 欧亚造假者们越

来越青睐的造假目标。

7.

Customers have become less loyal to brands and are more willing to trade down

to lower-priced coffee products.