大學(xué)核心商務(wù)英語讀寫教程第2冊UNITONETHEWORLDMARKET.ppt

1、,UNIT ONE THE WORLD MARKET,Objectives,To get familiar with business sales,To know something about the world markets,To learn new words and expressions,To master how to analyze difficult and long sentences,1. Background Information,2. Introduction to the Text,3. Business Terms,4. Words and Expression

2、s,5. Notes to the Text,Text A The Biggest Roadblock to Upping Exports,President Barack Obama and government plans that the U.S. exports will be doubled in 5 years, and put forward the concrete scheme of expanding export policy, of which the most important one is to encourage and support the export o

3、f the medium and small-sized and small-sized enterprises. Some skeptics consider that exports depend on foreign growth and the value of the dollar and have nothing to do with the help of the federal. But the others think that they need the federal to hold hands to educate and instruct because the bi

4、ggest barrier for the medium and small-sized enterprises to sell overseas is afraid. Then, how can they get rid of fear and have access to succeeding in selling overseas? Firstly, the enterprises should have sufficient money, good track record and the ability for the group team to deal with the busi

5、ness abroad. Secondly, they can develop the global business by online marketing and e-commerce.,1. Background Information,Theme of the Text Text A mainly introduces the biggest roadblocks to upping exports of the small businesses in the United States and the prerequisite for selling abroad successfu

6、lly.,2. Introduction to the Text,本商務(wù)語篇為說明文體。,通過一系列實(shí)例分析了增加出口的最大障礙是恐懼，隨后提出了產(chǎn)品遠(yuǎn)銷海外的必要條件，如此前后呼應(yīng)，搭配得當(dāng)，使文章豐滿充實(shí)。文章從具體例子入手自然而然地引出文章的主旨，其中涉及了許多公司以及著名人物，使文章具有很強(qiáng)的說服力度。,文中第一段出現(xiàn)的“might”這一低值情態(tài)動(dòng)詞，表達(dá)了對(duì)大衛(wèi)奧 爾德國外銷售年收入的增長，導(dǎo)致其他企業(yè)主可能會(huì)很失望的這一可能性的判斷。第二段出現(xiàn)的“depend on”表達(dá)了懷疑論者對(duì)政府指導(dǎo)作用的否定。全文語氣適中，邏輯合理，意義連貫，用實(shí)例說明，用數(shù)字說話的特點(diǎn)鮮明突出。,文體特

7、征分析,2. Introduction to the Text,Old Wood LL：C425 Bibb Industrial DriveLas Vegas, New Mexico 87701Toll Free (888) 545-9663. (505) 454-6007. Fax (505) 454-6008email: ,Old Wood LLC 奧爾德木材有限責(zé)任公司,3. Business Terms,The National Export Initiative (NEI) shall be an Administration initiative to improve condit

8、ions that directly affect the private sectors ability to export. The NEI will help meet the American Administrations goal of doubling exports over the next 5 years by working to remove trade barriers abroad, by helping firms especially small businesses - overcome the hurdles to enter new export mark

9、ets, by assisting with financing, and in general by pursuing a Government-wide approach to export advocacy abroad, among other steps.,The National Export Initiative (NEI) 國家出口動(dòng)員會(huì),3. Business Terms,1.deposit/ n.,ere,Meaning,4. Words and Expressions,Example,caution money,The hotel requires a deposit f

10、or all advance bookings. 旅館規(guī)定凡預(yù)訂房間都要先付訂金。,2. plummet/ v.,ere,Meaning,4. Words and Expressions,Example,drop sharply,As a result of economic recession, the bank stocks continue to plummet. 由于經(jīng)濟(jì)衰退，銀行股票繼續(xù)暴跌。,ere,Meaning,4. Words and Expressions,Example,pay in advance,Well pay you half up front. 我們先付給你一半

11、的錢。,3. up front,ere,Meaning,4. Words and Expressions,Example,delay or postpone an action or decision,Cotton is falling in price, and buyers hold off. 棉花價(jià)格正在下跌，買主們都躊躇不前。,4. hold off,解析 句中that引導(dǎo)賓語從句。have little effect意為“have little influence，沒什么影響”；depend on意為“rest with，取決于”。,1.Skeptics argue that fed

12、eral efforts will have little effect because exports depend on foreign growth and the value of the dollar.（Para. 2）,5. Notes to the Text,釋義 Skeptics think that the efforts of the American government will have little influence on exports for they rest with the development of foreign economy and the v

13、alue of the dollar.,解析 win plummeted against意為“匯兌暴跌”；hold off意為“put off 拖延”,2. During the financial crisis, however, as the value of the Korean won plummeted against the dollar, his buyer asked him to hold off on sending the last part of the order until the exchange rate recovered. (Para. 7),5. Note

14、s to the Text,釋義 During the crisis of finance, however, as the value of the Korean decreased greatly against the dollar, his buyers asked him to put off sending the last part of the order till the exchange rate regained.,1. Background Information,2. Introduction to the Text,3. Business Terms,4. Word

15、s and Expressions,5. Notes to the Text,Text B How to Sell Overseas,For the medium and small-sized enterprises in the United States, the prerequisites of selling overseas are successful at home and to see to it that your products are needed in foreign markets. If your products are required, you will

16、get the opportunity to sell them abroad. Before you do it, however, youd better fully assess a series of risks of unstable politics, corruption, inflation and government interference. Next, besides the online marketing and e-commerce, you have to take time to build a relationship with the customers

17、and enlarge your customer groups through your existing customers.,1. Background Information,Theme of the Text ： Text B tells us how to sell overseas and what the ways and strategies are to sell overseas for American businesses.,2. Introduction to the Text,本商務(wù)語篇是以議論文體裁商務(wù)性較強(qiáng)的文章。,本文開篇提出疑問，即“如何銷售海外”，有效地

18、引發(fā)讀者的思考，緊接著引用名人語錄，闡述將產(chǎn)品銷售海外存在的風(fēng)險(xiǎn)。作者在文中以成功的企業(yè)家的實(shí)例來介紹銷售于海外的必要條件，條理清晰地分析了成功人士的經(jīng)商思維，介紹了他們在擴(kuò)展客戶方面的經(jīng)驗(yàn)，有效地論證了觀點(diǎn)，給懷疑論者以準(zhǔn)確的答案。本文舉例緊扣實(shí)際，行文用語準(zhǔn)確簡潔，觀點(diǎn)概括精煉到位，很好地提出問題又解決問題，清晰的文章脈絡(luò)，讓讀者一目了然，能很輕松地了解將產(chǎn)品銷售于海外應(yīng)具備的條件，擴(kuò)展了讀者的知識(shí)視角。,文體特征分析,2. Introduction to the Text,文章在語氣方面主要使用了低值的“may”(第一段和第三段中)以及“had better”，表達(dá)了作者是在綜合考慮多種

19、情況的基礎(chǔ)上提出了自己的見解，從而使讀者易于接受所提建議的目的；而高值情態(tài)詞“need to”（第一段中）的使用則強(qiáng)調(diào)了商品銷售海外的必要條件是市場對(duì)于你的商品的需求。全文語氣柔和適中，先綜合分析再舉例說明，結(jié)構(gòu)合理，意義連貫。,North American Free Trade Agreement is an agreement which came into effect in January 1994 between the US, Canada, and Mexico to remove barriers to trade between the three countries ove

20、r a ten-year period. NAFTA 是North American Free Trade Agreement的縮略詞形式。北美自由貿(mào)易協(xié)定是美國、加拿大和墨西哥三國間取消貿(mào)易壁壘的協(xié)定，于1994年1月生效，有效期10年。,NAFTA 北美自由貿(mào)易協(xié)定,3. Business Terms,Central American Free Trade Agreement signed in May, 2004 by the governments of the US, Guatemala, Nicaragua, Honduras, Costa Rica, and El Salvado

21、r. CAFTA will extend many of the most dangerous provisions of the proposed Free Trade Area of the Americas (FTAA) throughout Central America and the Caribbean. The Dominican Republic was added late 2004. CAFTA是Central American Free Trade Agreement的縮略詞形式。中美洲自由貿(mào)易協(xié)定是2004年五月美國與危地馬拉、尼加拉瓜、洪都拉斯、哥斯達(dá)黎加和薩爾瓦多簽

22、訂的。其目的就是通過削減關(guān)稅進(jìn)行貿(mào)易擴(kuò)張的。它們是專門為促進(jìn)中美洲與新地區(qū)的業(yè)務(wù)關(guān)系而設(shè)計(jì)的。2004年末，多米尼加共和國也加入了該協(xié)定。,CAFTA 中美洲自由貿(mào)易協(xié)定,3. Business Terms,1. identify/ v.,ere,Meaning,4. Words and Expressions,Example,recognize or distinguish (especially something considered worthy of attention),Identify the environment factors and impact related to p

23、urchase and supplier management and update on time. 識(shí)別與采購、供應(yīng)商管理相關(guān)的環(huán)境因素及其影響，并適時(shí)更新。,2.assess/ v.,ere,Meaning,4. Words and Expressions,Example,evaluate or estimate the nature, ability, or quality of,Guide, coach, assess and develop sales teams to achieve established sales and profit targets. 領(lǐng)導(dǎo)，指導(dǎo)，評(píng)估和發(fā)

24、展銷售團(tuán)隊(duì)，實(shí)現(xiàn)既定銷售和利潤目標(biāo)。,3.back up,ere,Meaning,4. Words and Expressions,Example,give financial, material, or moral support toor (computing)make a spare copy of data or disk,Above all else, intimidation at the negotiation table requires the will to back up words with action. 最重要的是，在談判桌上語言的威脅需要有用實(shí)際行動(dòng)來支持的決心。

25、,4. pick up,ere,Meaning,4. Words and Expressions,Example,recover or get better,The companys trade has been slack for the past six months, but it is now picking up. 該公司在過去六個(gè)月中貿(mào)易一直不景氣，但現(xiàn)在狀況正在好轉(zhuǎn)。,解析本句是帶有條件狀語從句的并列復(fù)合句。短語be likely to 意為“很有可能”；that there are no guarantees為定語從句，修飾particularities。,1. If you

26、have a strong domestic market, youre likely to find an international one as well, but there are so many and cultural particularities that there are no guarantees. (Para. 1),5. Notes to the Text,釋義 If you have done business well in the market of your own country, you can easily find one in the world

27、market, but there might be dangers, such as, so many particularities including cultural one.,解析本句是簡單句。主語為technology，謂語動(dòng)詞為allows，賓語為companies，不定式to back up data為賓語補(bǔ)足語，現(xiàn)在分詞短語using digital files rather than tapes作狀語。rather than意為“(要)而不，與其倒不如”。例如：rather than money而不是金錢。,2.Sepatons technology allows comp

28、anies to back up data using digital files rather than tapes.（Para.4）,5. Notes to the Text,釋義 The technology of Sepaton let companies to use digital files to make a spare copy of data rather than tapes.,1. Background Information,2. Introduction to the Text,3. Business Terms,4. Words and Expressions,5

29、. Notes to the Text,Text C Americas Best Independent Retailers,In Americas Best Independent Retailers, we know that it is essential for them to be successful to have great location, fantastic selection, competitive prices, good communications with the customers and cost-cutting.,1. Background Inform

30、ation,Theme of the Text ： Text C illustrates some elements for the Americas Best Independent Retailers to succeed. great location, fantastic selection, competitive prices are the oft-cited qualities that help one retailer prosper while another fails. Customer engagement makes the store a place where

31、 shoppers want to return.,2. Introduction to the Text,本商務(wù)語篇是說明文體 。,精簡明了地闡述了獨(dú)立零售商獲得成功的幾點(diǎn)因素。本文采用小標(biāo)題的方式，繼而使得文章脈絡(luò)簡潔清晰，邏輯條理明確，觀點(diǎn)鮮明突出。同時(shí)作者也將理論聯(lián)系實(shí)際，以著名企業(yè)家的實(shí)際經(jīng)驗(yàn)做例子，提出了實(shí)用的指導(dǎo)意見。,文體特征分析,2. Introduction to the Text,文章用詞多使用found，point，say，以第三人稱的口吻敘述了零售業(yè)顧問喬治華林的觀點(diǎn)，語氣委婉，用語準(zhǔn)確，令讀者易讀易懂。,Gallery Furniture and its found

32、er, Jim Mattress Mac McIngvale, have become something of a Houston institution. McIngvales animated TV ads, promise they really will save you money. With two locations, the firm has evolved into a leading regional furniture retailer, accounting for about 20% of Houstons market share. Gallery Furnitu

33、re also ranks as one of the nations top sellers in terms of sales per square foot. In addition to mattresses (Simmons Beautyrest and Tempur-Pedic brands), it sells bedroom, dining room, home office, and living room furniture. The firm was founded in 1981. A fire in May 2009 destroyed its 100,000-sq.-ft. warehouse and damaged its North Freeway showroom. 休斯頓畫廊家具店建立于1981年，其創(chuàng)始人是吉姆麥金格威爾。他的廣告宣傳語是：“讓您真正省錢”。該公司是當(dāng)?shù)刈钪饕募揖吡闶鄣?，零售份額占休斯頓市場股份的20%。,Gallery Furniture in Houston 休斯頓畫廊家具店,3. Business Terms,Example,1. ensure/ v.,ere,Meanin