2015年剑桥商务英语口语讲义：第一课时
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第一课时 I、How to learn International Business English? 怎样学习国际商务英语? 掌握一定的商务英语词汇、短语和句型。 (1) 词汇方面 commercial e.g. The TV show was interrupted by too many commercials. prospect e.g. He called on some prospects but failed to make a sale. make e.g. These products are of Chinese make. The factory manufactured five makes( n. 牌子,型号)of tractors. (2) 短语方面 soft selling hard selling Some sales people adopt a direct ‘hard sell’ approach, while others use a more indirect ‘soft sell’ approach. have a bad year The corporation is having a bad year and it will probably be necessary to dismiss a few office staff. break into/penetrate the market There is chance that we’ll manage to break into the UK market (3) 句型方面 I am writing to you concerning… You can’t miss it. I can’t agree more. It may have slipped your mind, but… You can always reach me at the number… We would very much appreciate it if you could… I noted with interest your advertisement for… Yes, that’s true, but on the other hand… That’s exactly what I think. Maybe, but don’t you think…? You are wanted on the phone. As requested, we enclose for your attention… (4) 旧词“新义“ honour e.g.: All credit cards honoured here. The bank honoured this cheque. 银行接受这张支票。 cover e.g. I have got myself covered against fire. 我得到火灾的补偿。 Coverage 有效范围 royalty e.g. Besides copyright, the writer got a 10 percent royalty on sales. The technology transfer fee shall be paid in royalties. (5) 同义词、近义词、相似词的辨析。 1) chairman, president, CEO, Managing Director, General Manager. 2) dealer, merchant, trader, businessman, distributor. 3) deputy [’depjuti], vice-, associate, assistant. 4) discharge, unload, land 5) discount, reduction, rebate, allowance. * 熟悉世界贸易组织。 * 熟悉国际商务英语有关行业的基本术语及其内涵意义。 * 学习国际商务常识，略知相关专业知识。 * 密切了解国际商务最新动态。 Some topic: Teamwork, Entertaining a client, Brand power, New premises, Health and safety, Business travel, Marketing disasters, Going global是BV常考的商务专题。下面以Brand power举例说明： 1.掌握商务词汇短语 E.g. to buy/develop/launch/sell/test/own/stretch/damage a brand E.g. brand image/leader/loyalty/name商标名称,牌子/power/stretching 品牌形象(Brand Image)是指消费者基于能接触到的品牌信息，经过自己的选择与加工，在大脑中形成的有关品牌的印象总和。 品牌忠诚度(brand loyalty)是指消费者一贯地购买某特定品牌的倾向，其衡量方法包含行为与心理态度两者之综合考量，且对于耐久财与非耐久财的衡量方法亦有所... 领导品牌，畅销品牌brand leader 所谓品牌力(Brand Power)是指这个品牌在市场竞争中形成的能量，对消费者购买决策的影响程度以及参与市场竞争的能力 所谓品牌扩张(Brand stretching)，是指现有品牌进入完全不相关的市场(Brand stretching refers to the use of an established brand name for products in unre... 2.掌握相关商务知识 E.g. Explain why you brought one of the products. strong sense of brand loyalty reasonable price good after-sales service reliability of the product good and consistent quality user-friendly(容易操作的,好用的)design good value for money in style 流行 II
Practice in the class: Question: Should firms train their employees? Answer: As to this topic, as far as I am concerned, there are 3 things to consider. By training their employees firms may be able to increase their profits BECAUSE trained staff are likely to be more productive and make less mistakes. Employees might also be more motivated BECAUSE they might be able to undertake more interesting work and BECAUSE managers are showing that they value their staff (which can satisfy their esteem needs). HOWEVER training costs money and is not always successful. It can also lead to a loss of production while staff are being trained. OVERALL, management will have to weigh up the potential benefits against the costs. If, for example, the firm has the necessary resources, the training is relatively cheap and is likely to lead to significant increases in productivity and profitability the firm likely to invest in it. If, ON THE OTHER HAND, the firm lacks the necessary finance and staff already have the skills required then training is LESS LIKELY. 相关资料 |
