劍橋商務(wù)英語課文輔導(dǎo)4a_Brand_Power

1、學(xué)習(xí)重點(diǎn)1 Homework Review 2 What are the public relations?3 The benefits of good HR4 Organizing a PR event5 Vocabulary consolidation on unit 4b6 Unit 5a preview - relocation7 Oral practice - Selling products8 數(shù)字知識系列（一）9 完型填空10 HomeworkI. Homework Review 3commitmentdiversifysaturatedattractionreliablestr

2、engthencouragegrowing4happy withdiversify intoset upbe faced withto stay/be loyal toexchanged forcompete withbe committed to sth.作文講評：Dear Mr. OlteyThank you for your letter of 10 November 2002 concerning car arrangements for our December conference.I would like to inform you that certain changes ha

3、ve been made.9 December Firstly, you can collect our delegates from Grand Hotel at 8.30am rather than 8.15 because the conference centre is not far. We will not need your cars to transfer guests at 6pm because we will hold the Chairmans party in the conference center instead of the Grand Hotel.10 De

4、cember You will take delegates to my factory site. However, our factory site is in Commercial Road not Station Road. I am sorry for the mistake. After you return to the Grand Hotel for lunch, could you possibly wait there until 2.30pm? There are twelve people who need transport to the airport.I do h

5、ope these changes will not inconvenience you and I will phone you next week to check if everything is fixed.Yours sincerelyDavid Guan II. What are public relations? public relations noun1 uncountable the work of explaining to the public what an organization does, so that they will understand it and

6、approve of it 公共關(guān)系工作They ran their own successful public relations business in London. 他們在倫敦經(jīng)營自己的非常成功的公共關(guān)系公司。2 plural the relationship between an organization and the public 公共關(guān)系The project has been disastrous for the bank in terms of public relations. 就公共關(guān)系而言，該項(xiàng)目對這家銀行而言是失敗的。a public relations exerc

7、ise (=done in order to improve the relationship between the public and an organization) . 公共關(guān)系運(yùn)作1. Decide whether the following are the responsibility of the PR or Marketing Department at Skoda.*Eilish OShea apostrophePR Communication with the press Development of the companys reputation Public awar

8、eness of company valuesMarketing Department Research into the publics needs Brand development Decisions about product pricing2. 語言要點(diǎn)：描述工作職責(zé)My job is to . My job is to plan and manage the public relations strategy for the Skoda brand in the UK.Im responsible for This means Im responsible for dealing

9、with the press,My job involvesIn this job you have to Vocabularydealership noun countable a business that sells a particular companys product, especially cars 代理經(jīng)銷（尤指代理汽車銷售）primary adjective1 usually before noun most important 最重要的同義詞 mainOur primary concern is to provide the refugees with food and

10、healthcare.我們最主要的擔(dān)憂就是向難民提供食品和醫(yī)療援助。Many of the villagers rely on fishing as their primary source of income. 這里多數(shù)村民依賴捕魚作為他們主要的收入來源。primary purpose/aim/objective Their primary objective is to make money. 他們最主要的目的就是要盈利。Personal safety is of primary importance. 個(gè)人安全是最重要的事情。2 only before noun especially B

11、ritish English relating to the education of children between five and eleven years old 英國英語：初級的American Equivalent: elementaryprimary education 小學(xué)教育provide verb transitiveto give something to someone or make it available to them, because they need it or want it 提供Tea and biscuits will be provided.pr

12、ovide something for somebodyThe hotel provides a shoe-cleaning service for vide somebody with somethingThe project is designed to provide young people with work.differ verb intransitive1 to be different from something in some way 不同The two systems differ in many respects. 這兩個(gè)體系在很多方面都不同。dif

13、fer fromPeople differ from one another in their ability to handle stress. 人們在應(yīng)對壓力時(shí)各不相同。differ betweenThe symptoms did not differ between the two groups. 兩組實(shí)驗(yàn)的結(jié)果沒有顯示出不同的癥狀。differ widely/greatly/significantly etc We soon found that prices differed enormously. 我們很快就發(fā)現(xiàn)價(jià)格差異很大。 Experts have differing view

14、s on the subject. 專家就該問題觀點(diǎn)各不相同。2 if two people or groups differ about something, they have opposite opinions 意見不一致 同義詞 disagreediffer about/on/overThe two lawyers differed about how to present the case. 這兩位律師就如何打官司意見不統(tǒng)一。identify verbtransitivepast tense and past participle identified present partici

15、ple identifying third person singular identifies1 to recognize and correctly name someone or something 準(zhǔn)確地認(rèn)出（人或物）The police took fingerprints and identified the body. 警察提取了指紋并確認(rèn)尸體。2 to recognize something or discover exactly what it is, what its nature or origin is etc 確認(rèn)，發(fā)現(xiàn)Scientists have identifie

16、d the gene that causes abnormal growth. 科學(xué)家們發(fā)現(xiàn)了引起非正常增長的基因。They identified a number of problem areas. 他們找出了一些問題出現(xiàn)的領(lǐng)域。satisfy verbtransitive if you satisfy someones needs, demands etc, you provide what they need or want滿足satisfy somebodys needs/demands/desires 滿足需要The program is designed to satisfy th

17、e needs of adult learners. satisfy somebodys hunger/appetite (=give someone enough food to stop them from feeling hungry) 滿足了胃口/食欲A salad wont be enough to satisfy my appetite.Just to satisfy my curiosity (=find out something), how much did it cost? 滿足好奇心on a regular basis What is a PR?Marketing has

18、 more to do with identifying customer needs and developing the right products to satisfy those needs. PR, on the other hand, is more concerned with establishing and maintaining goodwill and understanding between the company and its public.Marketing reaches the public through advertising, whereas we

19、work more with the press and broadcast media.u Listen to the tape again. Match the verbs with the phrases to describe the role of the PR Department at Skoda.manage the public relations strategydeal with the press and public with informationprovide the press, television and radiogive an accurate pict

20、ure of the companymaintain goodwill and understandingbuild long-term relationship3. Speaking. Find out about your study partners duties and responsibilities or yours.III. The benefits of good PRListening.1. B 2. A 3. C 4. C 5. A 6. B 7. C 8. BVocabularygenuine adjective1 a genuine feeling, desire et

21、c is one that you really feel, not one you pretend to feel 真實(shí)的（感受）同義詞 sinceregenuine interest/concern/desire etc 真感興趣/真切的擔(dān)憂/真實(shí)的愿望The reforms are motivated by a genuine concern for the disabled.這些改革是由對殘疾人真切的擔(dān)憂而實(shí)施的。2 something genuine really is what it seems to be 真實(shí)的 同義詞 realWe need laws that will pr

22、otect genuine refugees. 我們需要保護(hù)真正難民的法律。3 someone who is genuine is honest and friendly and you feel you can trust them 真誠的 反義詞 falseShe is the most genuine person Ive ever met. 她是我遇到過的最真誠的人。genuinely adverb The boy seemed genuinely interested.這個(gè)男孩看上去真感興趣。genuineness noun uncountablemisconception noun

23、 uncountable and countable an idea which is wrong or untrue, but which people believe because they do not understand the subject properly 誤解popular/common misconception 普遍的/常見的誤解There is a popular misconception that too much exercise is bad for you. 現(xiàn)在流行的誤解就是太多的身體鍛煉會對你有害。misconception thatRefugees h

24、ave the misconception that life is great over here. 難民們誤認(rèn)為這里的生活很美好。misconception aboutmany peoples misconceptions about the blind and deaf 許多人對于盲人和聾人存在的誤解up-to-date adjective1 including all the latest information 最新的up-to-date information/data/figures/news etc 最新的信息/數(shù)據(jù)/數(shù)字/消息They have access to up-to

25、-date information through a computer database. keep/bring somebody up-to-date (=to give someone all the newest information about something) Our magazine will keep you up-to-date with fashion. 我們的雜志會讓你獲得最新的時(shí)尚信息。2 modern or fashionable 現(xiàn)代的，時(shí)尚的up-to-date equipment/facilities/technology etc 現(xiàn)代的設(shè)備/設(shè)施/技術(shù)u

26、p-to-date kitchen equipment 現(xiàn)代廚房設(shè)備keep/bring something up-to-date (=to make something more modern) The old system should be brought up-to-date. 這套老系統(tǒng)應(yīng)該更新升級。marketplace countable1 the marketplacethe part of business activity that is concerned with buying and selling goods in competition with other co

27、mpanies 市場Some retailers worry that new regulations will hurt their ability to compete in the marketplace. 一些零售商們擔(dān)憂新法規(guī)會傷及他們在市場中與對手競爭的能力。2 an open area in a town where a market is held 集市emphasis noununcountable and countableplural emphases1 special attention or importanceemphasis onIn Japan there is

28、 a lot of emphasis on politeness. 在日本，人們很重視禮貌。put/place emphasis on something The course places emphasis on practical work. 這門課程重視實(shí)際工作技能。a change of emphasis in government policy 政府政策重心的轉(zhuǎn)變2 special importance that is given to a word or phrase by saying it louder or higher, or by printing it in a spe

29、cial way 重音emphasis onThe emphasis should be on the first syllable. 這個(gè)單詞的重音應(yīng)該在第一個(gè)音節(jié)上。point-of-sale materialshowroom noun countable a large room where you can look at things that are for sale, such as cars or electrical goods 展示間a car showroom 汽車展示間regardless adverb1 without being affected or influen

30、ced by something 不管regardless ofThe law requires equal treatment for all, regardless of race, religion, or sex. 法律面前人人平等，無論你的種族，宗教信仰或性別。indication noun uncountable and countablea sign, remark, event etc that shows what is happening, what someone is thinking or feeling, or what is true 指示indication o

31、fDark green leaves are a good indication of healthy roots. 深綠色的葉子是根部健康的標(biāo)志。Could you give me some indication as to when I am likely to receive a reply? 你能就我何時(shí)可以收到答復(fù)給我一些提示嗎？indication (that)Indications are that the situation hasnt improved much. 眾多信息提示狀況并沒有改善。There is every indication (=there are very

32、 clear signs) that it is true. 有種多跡象顯示這件事是真的。Record HIGHEST/BEST EVERcountable the fastest speed, longest distance, highest or lowest level etc that has ever been achieved or reached, especially in sport 最好的紀(jì)錄As a student, he broke the Scottish record for the 100 metres. 作為一名學(xué)生，他打破了蘇格蘭100米的紀(jì)錄。set a

33、new world record 創(chuàng)造了新的世界紀(jì)錄British exports in 1991 were at an all-time record. 英國的出口量在1991年創(chuàng)下了歷史最高紀(jì)錄。A record number of people have been thrown out of their homes. 創(chuàng)紀(jì)錄的人們被趕出了家門。personal satisfaction be down to somebodyif an action or decision is down to you, it is your responsibility 由. 負(fù)責(zé)Its down to

34、 me to make sure that everyone is happy. 我的職責(zé)就是讓每個(gè)人都開心。 be down to somebody/somethingto be the result of one persons actions or one particular thing 歸因于Speaking. public image -image agent形象代言人IV. Organising a PR eventbranding noun uncountable a practice which involves a company giving a group of the

35、ir products the same brand name, helping this name to become well-known 樹立品牌形象的做法paperwork noun uncountable1 work such as writing letters or reports, which must be done but is not very interesting 文書工作Police work involves so much paperwork these days. 現(xiàn)在警察也要做大量的文書工作。2 the documents that you need for

36、 a business deal, a journey etc 文書venue noun countablea place where an organized meeting, concert etc takes place 地點(diǎn)sporting/conference/concert etc venue 體育/會議/音樂會舉辦的地點(diǎn)The first thing to do is book a venue. 第一件要做的事就是預(yù)定場地。The band will play (=perform at) as many venues as possible. 這個(gè)樂隊(duì)將會盡可能多地在各地表演。v

37、enue forthe venue for the latest round of talks 最近一輪談判的地點(diǎn)monitor verb transitive1 to carefully watch and check a situation in order to see how it changes over a period of time 監(jiān)察，監(jiān)管Patients who are given the new drug will be asked to monitor their progress. 服用新藥的病人需要監(jiān)視他們病情的進(jìn)展。The government is monit

38、oring the situation very closely. 政府正在密切地監(jiān)視著局面。The temperature is carefully monitored. 人們正密切地監(jiān)控著溫度。monitor what/how etcWe need a better system for monitoring what is going on. 我們需要一個(gè)更完善的體系來監(jiān)控事情的進(jìn)展。2 to secretly listen to other peoples telephone calls, foreign radio broadcasts etc 竊聽He suspected that

39、 his phone calls were being monitored. 他懷疑他的電話被竊聽了。access noun uncountable1the right to enter a place, use something, see someone etc 進(jìn)入某地、使用某物或看望某人的權(quán)利access toAccess to the papers is restricted to senior management. 只有高層管理人員才有權(quán)看到這些文件。Cats should always have access to fresh, clean water. 要經(jīng)常讓貓能夠喝到新鮮

40、干凈的水。2 how easy or difficult it is for people to enter a public building, to reach a place, or talk to someone 可接近性 a villa with easy access to the sea 一座很容易就到海邊的別墅3 the way you use to enter a building or reach a place 途徑，通道Access is by means of a small door on the right. 入口處在右邊的一個(gè)小門。access toAccess

41、 to the restrooms is through the foyer. 去往廁所的路要穿過大堂。4 have access to a car/a computer etc to have a car, computer etc that you can use 可以使用車或登陸電腦5 gain/get access (to something)to succeed in entering a place or in seeing someone or something 可以進(jìn)入某地或看到某人The police managed to gain access through an up

42、stairs window. 警方試圖通過樓上的窗戶進(jìn)入。information pack 信息袋info noun / uncountable informal 信息informationclash verb1 intransitive if two armies, groups etc clash, they start fighting - used in news reports 新聞?dòng)谜Z：軍隊(duì)沖突Troops clashed near the border. 雙方軍隊(duì)在邊境交火了。clash withPolice have clashed with demonstrators aga

43、in today. 警方今天又與示威者發(fā)生了沖突。2 intransitive if two people or groups clash, they argue because they have very different beliefs and opinions - used in news reports 新聞?dòng)谜Z：爭辯clash withDemocrats clashed with Republicans in a heated debate. 共和黨人士在一次充滿火藥味的辯論中與共和黨人士激烈地爭辯著。clash over/onThe two men have clashed o

44、ver the reports conclusions. 這兩個(gè)男人就該報(bào)告的結(jié)論爭辯起來。3 intransitive especially British English if two events clash, they happen at the same time in a way that is inconvenient 兩件事撞車American Equivalent: conflictclash withThe announcement has been delayed to avoid clashing with the Prime Ministers speech. 為了避

45、免與總理的講話同時(shí)發(fā)布，該聲明被推遲。freelance adjective, adverbworking independently for different companies rather than being employed by one particular company 自由職業(yè)的（地）She works freelance from home. 她在家做自由職業(yè)者。freelance journalist/writer/photographer etc 自由職業(yè)記者/作家/攝影師freelance verb intransitive 作自由職業(yè)Hes freelancing

46、 for several translation agencies. 他為幾家翻譯社作自由職業(yè)。freelance also freelancer noun countable 自由職業(yè)者photographer noun countable someone who takes photographs, especially as a professional or as an artist 攝影師a fashion photographer 時(shí)裝攝影師printer noun countable1 a machine which is connected to a computer and

47、can make a printed record of computer information 打印機(jī)a laser printer 激光打印機(jī)a colour printer 彩色打印機(jī)2 someone who is employed in the trade of printing 印刷工人itinerary nouncountable a plan or list of the places you will visit on a journey 旅行計(jì)劃 （復(fù)數(shù) itineraries）His itinerary would take him from Bordeaux to B

48、udapest. 他的旅行計(jì)劃顯示他將從波爾多到布達(dá)佩斯。brief verb transitive to give someone all the information about a situation that they will need 情況通報(bào)brief somebody on something The president has been fully briefed on the current situation in Haiti. 總統(tǒng)得到了目前海地局勢的詳細(xì)匯報(bào)。briefing noun uncountable and countable information or

49、 instructions that you get before you have to do something 信息，指令Key: Advanced preparation E6 weeks ahead C G 3 weeks ahead D1 week ahead AAt the event B FEx. 3. Writing.Dear Mr. DowneI am pleased to be able to invite you to the launch of English Tomorrow, the exciting new multi-level CD-ROM program

50、for business English learners. English Tomorrow is published by Talk International in cooperation with Bookers Publishers.The official launch will take place at 3pm on 25th July at Royal Bell Hotel, South Harford, Somerset.During the afternoon there will be an opportunity for you to try out the mate

51、rial. Moreover, the designers - Mark Brightman and Sally Waters, and representatives of Bookers Publishers will be present to answer any questions you may have.I do hope your schedule will allow you to accept our invitation. I would be grateful if you could confirm your attendance by 20 June at the

52、latest and look forward to hearing from you.Yours sincerelyRuth WilliamsPR Manager V. Vocabulary consolidation of unit 4b on page 164VI. Unit 5a Relocationrelocate verb intransitive and transitive if a person or business relocates, or if they are relocated, they move to a different place 搬家relocate

53、toA lot of firms are relocating to the North of England. 許多公司都搬到了英格蘭的北部地區(qū)。relocate inbusinesses that relocate in depressed areas 搬到經(jīng)濟(jì)蕭條地區(qū)的公司relocate somebody/something to somethingThe residents were relocated to temporary accommodation while the work was being done. 當(dāng)工程正在進(jìn)展的時(shí)候，居民被暫時(shí)安置在別的地方。relocatio

54、n noun uncountableWhy do companies relocate?Speaking. Why do companies relocate to another part of the same country? Why do they relocate to another country?Factors into consideration: Employment costs, grants, transportation, telecommunications, You can preview the text “Thinking of relocating?”VII

55、. Oral Practice -Selling products Selling Productsu Which aspect of a product do you think is most important to customers?參考答案I think reliability is the most important aspect of a product. It should last for years. Besides, user-friendliness is also another important aspect. With modern technology, products are sophisticated. However, it should be easy to use with their multi-functions.a sophisticated machine, system, method etc is very well designed and very advanced, and often works in a complicated w