商务英语unit 4

Unit 4

1.

中东和平谈判正在进行当中。

武汉地铁正在建设当中。

2

．

客户对我们的服务感到非常满意。

3

．对价格敏感的顾客喜欢去买一些减价品，而有品牌意识的顾客则重视产品的声誉。

4

行业分析师说，食品零售业市场已达到 饱和，企业必须开拓海外市场。

5

．中国旅游业有很好的增长前景。

6

．由于其较低的利率，这家银行吸收了巨大的顾客存款。

7

．对中国地产业的长期盈利性还应打个 问号。

8

．厂商如果已牺牲产品质量 为代价来增加利润的话，就会损害自己的品牌并造成很坏的公众影响。

A technological revolution is under way

A formal negotiation is under way.

The subway is under construction.

Your proposal is under consideration

Select goods / a select school/ a select group (number) of

Be happy with /about

Take advantage of cut-price offers

Be certain/sure/set to do

Retail food market is saturated.

Even when

the market reaches saturation,

the production process doesn’t stop.

Prospect of growth / a bright prospect / a dim/ bleak prospect

Large supermarket chains/ chain store

Take over / hand over

Take over 20 billion yuan of customer deposits

I took over as the editor of the magazine

Interest rates on savings

ROI = return on investment

There is a question market

over

long-term profitability. / feasibility

Widen margins and boost profits

The effect is marginal

Make marginal adjustment

The new technology will boost the food production.

This policy will be a great boost to economy.

Boost the morale / confidence of the players

This film/book has been boosted in Time recently.

Create good/bad publicity / hurt the brand / build up a corporate image

Don’t share their fears

Own-label car / real estate agent /

He has no incentive /drive to improve his performance.

Offer bonus points with every purchase

These points

add up to

free air miles

It really pays to stay loyal to the brand.

It

pays

to keep on the right side of your boss.

Competitive edge

Direct / phone selling

This price is really value for money

Overheads / running cost

Turnover / personnel turnover / turnover rate of inventory

1.

which word is the odd one out?

1) trademark

brand

copyright

patent

2) innovate

stretch

diversify

extend

3) target

promote

market

advertise

4) incentive

benefit

selling-point

specification

5) customer

retailer

end-user

consumer

6) bona fide

authentic

genuine

counterfeit

7) discontinue

phase out

launch

recall

8) global

domestic

worldwide

international

9) shelf-life

life expectancy

life insurance

life cycle

10) design

name

image

reputation

2.

match the nouns then use them to complete the sentences below.

Shelf

brand

Loyalty

life

Third

market

Own

party

Window

awareness

Market

scheme

Retail

advantage

Competitive

leader

Black

display

Brand

outlet

1)

We produce fresh pasta so our products only have a short ________.

2)

We don’t make anything ourselves. We contract out to ______ manufacturers.

3)

The new ________ encourages customers to buy more of our goods.

4)

Every year billions of dollars worth of illegal software is sold on the _______.

5)

The new features will give us a _________ over our nearest rivals.

6)

Supermarkets sell their __________ products more cheaply than other brands.

7)

The TV advertisements really helped increase ________ and raise our profile.

8)

With 62% market share, they are clearly the __________ in this sector.

9)

With such a boring _________ , it’s no wonder people don’t go into the shop.

10)

We’re reducin

g costs and cutting the number of _______ we sell through.

the following words to complete the email below.

Feedback

brand loyalty

pricing policy

premium

Loss-leader

household name

brand awareness

Sam

Here’s

a

quick

summary

of

the

market

1_______

on

the

S220.

As

expected,

a

lot

of

the

sales

are

through existing customers, with 65% of them having upgraded to the S220, so 2_______ seems high.

But

only

15%

of

non-current

customers

had

heard

of

the

S220

series

so

we

need

to

build

up

3_________ . I mean 15% doesn’t exactly make the S220 a 4_________ , does it?

I think we need to review our 5__________ and think about special promotional discounts and other

targeted offers to help grow market share. I know the S220 cost a lot to de

velop and I don’t want to turn it

into a 7________ but I really think we’re charging too much of a price 8________ to establish a wide

enough customer base.

Let me know what you think.

Jules

A niche market /distributor / distribution channel

Marketing and Sales

?

How are you going to

promote

construct x?

?

Well, first of all we’ll include it in the new

catalogue

.

?

OK. What about

advertising

?

?

We’

re going to run a

campaign

in the press, but only in

specialist publications

. This is a

niche

product.

?

Right. Are you going to do a

mailing

?

?

Yes, just a

flier

to our

regular customers

.

?

Will you offer them any kind of

giveaway

?

?

No, but there will be a discount on orders in the first thirty days

?

Sounds good.

?

Well, we’ll see.