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Unit 6

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Unit 6

Products

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世纪商务英语综合教程 III

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MarketingMarketing


A product is an offering capable of satisfying a

need or a want, which is offered to a target market

for attention, acquisition, use, or consumption. A

product can be an object, service, activity, person,

place, organization, or idea. Each product has its own

benefits, styling, quality, brand name, and packaging

that give it its own identity and distinguishing characteristics. An advertiser will

primarily concentrate on promoting a product’s benefits, rather than its features.

For example, the emphasis in an advertisement promoting a lipstick will be on

the product benefit of beauty, with mention of its physical features, such as color

and size. In other words, the ad will try to appeal to a woman’s desire to look

beautiful and will promise the woman that wearing this lipstick will positively

enhance her looks.


ContentsContents

Real Life Practice4

Practical Writing5

1 Text A2

Lead-in11

Text B3



Lead-inLead-in

Lead-in Text A Text B Real Life Practice Practical Writing


Listening1

Blank Filling2

Spot Dictation3

Discussion4


Lead-inLead-in

1 Listening

Listen to three dialogues carefully and figure out what they are talking

about. Match each dialogue with the corresponding topic.



Dialogue 1 A. Shipping

Dialogue 2 B. Production process

Dialogue 3 C. Packaging

1. B 2. C 3. AAnswer


Lead-inLead-in

2 Blank Filling



Listen to the dialogues again and fill in the missing information.

Our raw materials and components are categorized and

numbered by 1 .

Our production is 2 and the sketch will

be 3 .

Dialogue 1

The main production plan is based on 6 .

Our assembly lines are all 7 and 8 .

Our assembly line can produce 4 parts every year, and we have

5 of this kind.

bar codes ____________

pre-designed _______________

improved ___________

100,000 ___________

ten lines ____________

prediction ____________

productive ____________ impressive _____________


Lead-inLead-in

2 Blank Filling




Dialogue 2

We can provide various ways of packing: 1 ,large packing,

2 and fiberboard packing.

The sample is all padded and packed in 3 .

The size of the outer packing is, 4 , 30cm wide and

5 .

The net weight of the sample is 6 , tare weight 1kg, and

7 11kg. We use 8 to reinforce the packing.

carton box ______________

nude packing _______________

50cm long _____________

plastic straps______________

gross weight ______________

10kg _____________

wooden packing _________________

18cm high ______________


Lead-inLead-in

2 Blank Filling




Dialogue 2 Cargo measuring less than forty cubic feet per ton is

charged on a 1 and cargo measuring forty cubic

feet or more per ton is charged on a 2 .

Freight rates are 3 for liners. But for tramp

steamers, freight rates can be 4 when

commodities move in a large quantity. Shipping companies always make 5 for heavy lifts and extra

length.

You can save a lot of money by using 6 .

Dialogue 3

weight basis ____________

measurement basis ____________________

negotiated ______________

fixed _________

the charter _____________

extra charges _______________


Lead-inLead-in

3 Spot Dictation

Listen to the passage and fill in the missing information.



The IKEA business idea is to offer a wide range of home furnishings with

good 1 at prices so low that as many people as possible

will be able to 2 . And still have money left! Most of the time,

3 home furnishings are created for a small part of the

population — the few who can afford them. From the beginning, IKEA has taken

a different path. We have decided to 4 .

A Better Everyday Life

design and function __________________

afford them ______________

beautifully designed ____________________

side with the many ___________________


Lead-inLead-in

3 Spot Dictation




That means 5 the home furnishing needs of people

throughout the world. People with many different needs, tastes, dreams,

aspirations... and wallets. People who want to improve their homes and

6 .

It’s not difficult to manufacture expensive fine furniture. Just spend the

money and let the customers pay. To manufacture beautiful, 7

furniture at low prices is not so easy. It requires a different approach. Finding

8 , scrimping and saving in every direction. Except on ideas.simple solutions ________________

durable ____________

create better everyday lives __________________________

responding _________________


Lead-inLead-in

3 Spot Dictation




But we can’t do it alone. Our business idea is based on a

9 . First, we do our part. Our designers work

with manufacturers to find smart ways to make furniture using existing

10 . Then our buyers look all over the world for good

suppliers with the most suitable 11 . Next, we buy

12 — on a global scale — so that we can get the best deals, and you

can get the lowest price.

production processes _____________________

partnership with the customer ____________________________

raw materials _______________

in bulk _________


Lead-inLead-in

3 Spot Dictation



Then you do your part. Using the IKEA 13 and visiting

the store, you choose the furniture yourself and pick it up at the 14

. Because most items are packed flat, you can get them

home easily, and assemble them yourself. This means we don’t

15 you for things you can easily do on your own. So together we

save money... for a better everyday life.


self-serve warehouse _______________________

charge__________

catalog _____________


Lead-inLead-in

4 DiscussionLook at the following pictures. Discuss the following questions with your

partner and report your answers to the class.



1. What are the business concepts of the products?

2. How are these business concepts different from IKEA’s vision?

BA

C D

Answer


Text AText A

Reading

Comprehension

Vocabulary

Translation

Part 1

Part 2

Part 3

Part 4



Sumplementary Reading Part 5


Text A ReadingText A Reading

Read the passage about IKEA and answer the following questions.



1. What is IKEA vision and business idea?

2. What does IKEA market positioning statement “we do our part” mean?

The IKEA vision is “to create a better everyday life for the many people.”

The business idea is “to offer a wide range of well designed, functional

home furnishing products at prices so low that as many people as

possible will be able to afford them.”

_____________________________________________________________

__________________________________________________________

__________________________________________________________

__________________________________________________________

“We do our part” means we use inexpensive material in a novel way and

minimize production, distribution and retail costs and ensure that our

customers benefit from low prices.

_____________________________________________________________

__________________________________________________________

__________________________________________________________






4. Is it true that the higher quality of the product, the better? Why?

3. How does IKEA make a real difference in prices?

IKEA has a good relationship with the suppliers and so they are able to

purchase good quality, economically produced designs that are bought

in bulk to keep costs down. They make all their furniture flat packed so

they reduce transportation and assembly costs.

_____________________________________________________________

__________________________________________________________

__________________________________________________________

__________________________________________________________

No. The quality of a product must be appropriate for the intended use.

When a less expensive material does a good job, it is not necessary to

use an expensive one. This helps to cut down on costs.

_____________________________________________________________

__________________________________________________________

__________________________________________________________






5. Why can visiting IKEA store be a day out for the whole family?

In IKEA stores, people are encouraged to touch, feel and use the

products on display to see how they would fit into their own home. There

are also play areas for children, special events and a great value family

restaurant.

_____________________________________________________________

__________________________________________________________

__________________________________________________________

__________________________________________________________



New Words and Expressions utilitarian [] a. 实用的 furnishing [] n. (usu. pl.) 家具 , 设备framework [] n. 原则 , 思想 sum total n. 总计 , 合计rational [] a. 理性的 , 合理的build on... 建立于……的基础上 consumer value n. 消费者价值novel [] a. 新奇的 , 新颖的minimize [] v. 使最小化 , 将……减到最少trendy [] a. 赶时髦的 economically [] ad. 经济地in bulk ad. 散装 , 大批 cut down on 削减intended [] a. 意欲达到的 , 打算的subject... to... 使经受 , 使遭受 return policy n. 退换货政策unpretentious [] a. 不张扬的 , 不炫耀的practicality [] n. 实用性 informality [] n. 非正式







IKEA is renowned for offering quality furniture at affordable prices. The IKEA

vision, business idea and market positioning statement provide a framework for

all IKEA marketing communication worldwide.

The IKEA Vision

then 17 是插入语，对 Ingvar Kamprad 进行解释说明，意思是“当时他 17 岁”。

IKEA was founded in Sweden, in 1943 by Ingvar Kamprad, then 17.

that 引导定语从句； much of which... 是非限制性定语从句，修饰 furniture 。

It is a privately-owned, international, low-cost home products retailer that sells

modern, utilitarian design furniture, much of which is assembled by the consumer.



The IKEA Vision

1 The IKEA vision is “to create a better everyday life for the

many people.”

2 Our business idea is “to offer a wide range of well

designed, functional home furnishing products at prices so low

that as many people as possible will be able to afford them.”



3 Our market positioning statement is: your partner in better living. We do our

part, you do yours. Together we save money.





4 By communicating the content of this framework and encouraging

customers to experience the IKEA concept, we are building the IKEA brand.

The brand image is the result of over 50 years, work by IKEA co-

workers at all levels all over the world.

The IKEA Vision

that... 引导定语从句，修饰 values ； the IKEA trademark and the reputation 并列做associate with 的宾语。

The IKEA brand is the sum total of the emotional and rational values that

consumers associate with the IKEA trademark and the reputation of our

company.





5 The IKEA concept with the consumers.

These are briefly described below.

The IKEA Vision

build on sth: to use your achievements as a base for further development

● The new plan will build on the success of the previous program.

build something on something: to base something on an idea or thing

● Our relationship is built on trust.

builds on a relationship

本句的主句是 messages are used ；介宾短语 within...communication 做地点状语； to

build...customers’ needs 做目的状语，其中动词 build 和 give 并列， how 引导宾语从句，做介词 of 的宾语。fulfill vt. to do something that is expected, hoped for or promised or to cause it to

happen

● We’re suing our suppliers for failing to fulfill their contract.

● Much of the electrical equipment failed to fulfill safety requirements. Much of the

electrical equipment failed to fulfill safety requirements.

Nine key

messages are used within the IKEA marketing communication to build this

relationship and give an understanding of how we can fulfill our customers’

needs.





The IKEA Vision

6 The IKEA concept is based on the market positioning statement. “We do our

part” focuses on our commitment to product design, consumer values and

clever solutions. By using inexpensive materials in a novel way and minimizing

production, distribution and retail costs, our customers benefit from low prices.

7 The IKEA product range is developed to be extensive enough

to have something that appeals to everyone and to cover all

functions in the home. The products are modern, not trendy, so

they are practical enough for everyday use.





The IKEA Vision

8 IKEA is the home furnishing specialist. IKEA products are functional and

appealing, and enable many people to improve their home life through

practical solutions to everyday problems.

9 Low price is not appealing unless it represents good value for money. This

is where IKEA is able to make a real difference.





The IKEA Vision

IKEA is committed to having a good relationship with our suppliers and so we

are able to purchase good quality, produced designs that are

bought in bulk to keep costs down.

economically ad. 1) in a way that uses money, goods, time, etc without wasting any ● Small trees use space in the garden economically. ● As a student she lived very economically, rarely going out and buying very few

clothes. 2) in a way that is related to systems of money, trade, or business ● Economically, the country is in a very healthy state. ● The village is inconveniently located and economically underdeveloped.

economically

By making... 做方式状语； flat 此处是副词，修饰过去分词 packed 。 flat 和 pack 二词可构成复合名词。flat-pack/flat pack n. furniture that is sold as parts in a box and has to be put together

cut down on: to reduce the amount of something

● By getting the design right, you can cut down on accidents.

● Finally—they have hired a new person. I hope this cut down on our work a little.

By making all our furniture flat packed, we

cut down on transportation and assembly costs.





The IKEA Vision

10 IKEA products are based on a functional approach

to design. IKEA design means products that are

attractive, practical and easy to use. They don’t have

unnecessary features; they give genuine solutions for

specific home furnishing needs and are made of the most

suitable materials for their purpose.

B. Function1. ________________





The IKEA Vision

11 The quality of a product must be appropriate for the

intended use.

本句主句是 there is no need ； if 引导条件状语从句，其中 as long as 引导条件状语从句， it was intended for 是定语从句，修饰 purpose 。

For example there is no need for an expensive

back panel on a bookcase if a less expensive alternative

does a good job as long as the bookshelf is used for the

purpose it was intended for.

A. The Right Quality2. _____________________





The IKEA Vision

IKEA products are to rigorous tests to make sure that they meet

national and international safety standards.

subject somebody/something to something: to force someone or something to

experience something very unpleasant, especially over a long time

● I was subjected to a lengthy inquisition by the tax inspector.

● The criminals are subjected to the punishment they deserve.

Note: 此用法中 subject 是动词。 subject 还可以做形容词，结构为： be subject to

something 。be subject to something: if someone or something is subject to something, especially

something bad, it is possible or likely that they will be affected by it

● All flights are subject to delay.

● Prices are subject to change.

subjected





The IKEA Vision

12

IKEA offers service where you need it, but allows

customers to make most of the decisions themselves. This means that we

need to make it easy to choose the right products by displaying them correctly,

describing them accurately and having a simple return policy.

most of... take-away 是名词 + 形容词形式的独立结构。

The IKEA store offers“everything under one roof”, most of it available for

immediate take-away.

E. Convenient Shopping3. _________________________





The IKEA Vision

13 IKEA aims to look after our customers by planning for their needs. Not

only do we provide inspiration and ideas, but we also encourage people to

touch, feel and use the products on display to see how they would fit into their

own home.

new products 和 seasonal themes ， play areas ， special events ， restaurant 并列做宾语；动名词短语 arriving all the time 做后置定语。

We have new products arriving all the time, seasonal themes,

play areas for children, special events and a great value family restaurant.

C. A Day Out for the Whole Family4. ________________________________





The IKEA Vision

14 The key IKEA messages all have their roots in the

Swedish origin of IKEA. Swedish furniture is light and

fresh yet unpretentious. The warm welcoming Swedish

style has become a model of simplicity, practicality,

and informality that is now world- renown.

D. Swedish IKEA5. ___________________


Text A ComprehensionText A Comprehension

Part 1 Put the following subheadings in the appropriate blank spaces in the passage.

A. The Right Quality

B. Function

C. A Day Out for the Whole Family

D. Swedish IKEA

E. Convenient Shopping



Answer 1. B 2. A 3. E 4. C 5. D



Part 2 Choose the best answer for each question according to the passage.

1. What is the style of IKEA products?

A. Modern and fashionable with high quality.

B. Modern, not fashionable, practical.

C. Trendy but not practical.

D. Modern, not trendy, with low quality.

2. The IKEA concept focuses on ________.

A. fulfilling customers’ needs and maximizing customers’ benefits

B. promoting the reputation of the company and making profits

C. building a good relationship with IKEA co-workers all over the world

D. lowering prices by using low quality materials



1

√

2√




3. Which of the following is NOT one of the characteristics of IKEA design? A. Attractive, practical and easy to use. B. Having decorative features which make the products luxurious. C. Providing real solutions for customers’ needs. D. Using suitable materials to manufacture products of suitable quality.4. How does IKEA make it easy for customers to choose the right products? A. The products are put “under one roof” and customers can choose whatever they want. B. Sales assistants in IKEA stores provide detailed introductions to every product. C. Sales assistants in IKEA would make recommendations to help customers decide what they need. D. Products are displayed correctly with precise descriptions and easy return policies.



3

√

4

√




5. The Swedish style is characterized by ________.

A. originality, complexity, and informality

B. freshness, simplicity, and formality

C. unpretentiousness, functionality, and informality

D. lightweight, freshness, and luxury



5

√


Text A VocabularyText A Vocabulary

Part 1 Match the expressions on the left with the explanations on the right.



1. utilitarian A. new and original, not like anything seen before

2. rational B. messages and related media used to communicate

with a market

3. tramework C. designed to be useful rather than decorative

4. marketing

communication

D. the difference between the benefits customers get

from owning and using a product and the costs

associated with acquiring the product.

5. minimize E. not trying to seem better, more important, etc than

you really are.





Part 1 Match the expressions on the left with the explanations on the right.

6. novel F. a system of rules, ideas or beliefs that is used to

plan or decide something

7. unpretentious G. to make someone or something experience an

unpleasant or worrying thing

8. pack H. showing clear thought or reason

9. consumer value I. to reduce something to the least possible level or

amount

10. subject… to… J. to put something into a bag, box, etc

Answer 1. C 2. H 3. F 4. B 5. I 6. A 7. E 8. J 9. D 10. G



1. A good tells customers and prospects what

makes you unique and the benefits of your products and services.

2. If you buy goods , you buy large amounts each time you buy

them.

3. The inquiry found that they had been unfair treatment.

4. are the rules retail merchants establish to manage the

process by which customers return or exchange unwanted or defective

merchandise that they have purchased previously.

5. Now wild mushrooms are available all year, in handy 25g boxes.



Part 2 Complete the sentences with the following expressions. Change the form where necessary.

rational pack economically in bulk market positioning statement

minimize novel return policy intended subject... to...

in bulk __________

market positioning statement ___________________________

subjected to _____________

Return policies ______________

packed __________



6. The book is for children aged 5-7.

7. Keeping a sheep in the garden is a way of keeping the grass

short!

8. Customers need to be fully informed so they can make a

decision.

9. We produce foods as as possible so as to lower prices.

10. The rail company is bringing in more trains in an effort to

disruption to travelers.



Part 2 Complete the sentences with the following expressions. Change the form where necessary.

rational pack economically in bulk market positioning statement

minimize novel return policy intended subject... to...

intended ____________

rational ____________

novel _____________

minimize ____________

economically ______________





1. An (assemble) line is a system for making things in a factory in

which the products move past a line of workers who each make or check one

part.

2. The current (trendy) is towards more part-time employment.

3. It is our (intended) to be the number one distributor of health

products.

4. There’s increasing demand for cars which are more

(economically) on fuel.

5. Unfortunately, it doesn’t sound like a very (practicality) solution.

6. The atmosphere at work is fairly (informality).

7. Are you looking for greater (fulfill) and satisfaction in your work.

Part 3 Complete the sentences with the right form of the expressions in the brackets.

economical ______________

assembly ___________

trend __________

intention ____________

practical ___________

fulfillment _____________

informal ___________


Text A TranslationText A Translation

Part 1 Translate the following terms into Chinese



1. market positioning statement

2. marketing communication

3. business idea

4. brand image

5. product range

6. return policy

市场定位陈述 ___________________

营销沟通 ___________________

商业创意 ___________________

品牌形象 ___________________

产品系列 ___________________

退换货政策 ___________________



Part 2 Translate the following sentences into English, using the expressions given in the brackets.



2. 我们必须以声誉为基础来拓展业务｡ (build on)

1. 他们终于雇用新人了｡希望我们的工作能减少一些｡ (cut down on)

Finally, they have hired a new person. I hope this cut down on our work a little.

We must build on our reputation to expand the business.

3. 这份报告包括这一课题研究的主要内容｡ (sum total)

The sum total of study on the subject is contained in this report.



Part 2 Translate the following sentences into English, using the expressions given in the brackets.



5. 这个设计是为了尽可能节省空间｡ (intend, economically)

4. 公司不得不履行合同条款｡ (fulfill)

The company has to fulfill the terms of the contract.

The design is intended to use space as economically as possible.


Text A Supplementary ReadingText A Supplementary Reading

Complete the introduction of IKEA based on the information from the text.



This furniture and furnishing company was founded in 1 by Ingvar

Kamprad (b. 1926). IKEA philosophy was summarized within its marketing strategy

“We shall offer a wide range of home 2 items of good design and

function, at prices so low that the majority of people can 3 to buy them.”

The name IKEA was launched in 1943, deriving from the initials of Kamprad’s

name, town, and region. By 1950, the company had moved into furniture retailing,

an area of corporate activity which assumed an increasingly dominant role.

The range of 4 is overseen by IKEA of Sweden with up to twenty

designers employed on a full-time basis, with a further 100 designers, mainly

Swedish, working around the globe. The products are generally characterized by a

sense of 5 for money blended with practicality and style.

Sweden _________

furnishing ___________

afford ________

products __________

value ________


Text A Supplementary ReadingText A Supplementary Reading

Complete the introduction of IKEA based on the information from the text.



IKEA furniture is well-known for its modern, 6 design. Much of

IKEA’s furniture is designed to be assembled by the 7 rather than

being sold pre-assembled. IKEA claims this permits them to reduce

8 costs; the volume of a bookcase, for example, is

considerably less if it is shipped unassembled rather than 9 . This

is also a practical point for many of the chain’s European customers, where public

transport is commonly used; the 10 pack distribution methods allow

for easier transport via public transport from the store to a customer’s home for

assembly.

assembled _____________

transportation _______________

consumer ___________

utilitarian ___________

flat __________


Text B Text B

Reading

Comprehension

Vocabulary

Translation

Part 1

Part 2

Part 3

Part 4




Text B ReadingText B Reading



New Words

handicraft [] n. 手工艺品 ; 手工艺inner [] a. 内部的 , 里面的line [] v. 加衬里 weave [] v. 编织nylon [] n. 尼龙 zipper [] n. 拉链originality [] n. 独创性 ; 创新dimension [] n. 尺寸 , 尺度reasonable [] a. 合理的 , 有道理的motto [] n. 座右铭ISO Quality Management System n. ISO 质量管理体系



1 Bali Spot International, established in 1998, is an independent organization

that consists of 60 workers and employees. Our company has been successfully

marketing our products with our own trademark “BSI”. Bali Spot International has

also won a positive reputation and achieved the acceptance of the global market.

We have been exporting to the United States, Canada, Germany, Belgium, Italy,

United Kingdom, France, Netherlands, Japan, Singapore, Spain, Puerto Rico

and Australia.



Bali Handicraft





The inner part of

our handbags are lined by woven cloth, nylon, cotton cloth, batik printed cloth

(batik is a special kind of hand-made printed cloth used for garments in

Indonesia) and secured by zippers.

Bali Handicraft

furniture 和 handbags 并列做表语；过去分词短语 made from... 做后置定语，修饰furniture 和 handbags ；名词 handicraft 作定语，修饰 furniture 。

2 The core business products are Bali handicraft furniture and natural unique

handbags made from the original plants in Bali and Indonesia.

with...in detail 是 with+ 名词 + 介词短语构成的独立结构，做状语。

Our products are selected from the finest

materials, with originality in design and care in detail.





3 On our company website you can see the photos and pictures of our high

standard products in attractive colors, which are made of high quality raw

materials, with a complete code numbers, sizes with dimensions in Height (H),

Width (W), and Depth (D), and weight of the handicrafts with raw materials

marked.

4 We certainly will respond to all of our customers’ needs and build a long-term

business relationship in the future. Our prices are most competitive in the global

market, and can be negotiated in a amount. We guarantee you have

made the right choice by choosing our products.

Bali Handicraft

● I hope you can give a reasonable price based on quality, instead of an empty high price.antonym: unreasonable

reasonable





to build a long-term relationship with customers for mutual benefit; to be reliable, honest, and responsible; to work on ISO Quality Management System in quality control; to select the finest raw materials and ensure the handicraft products are of

high quality before shipment; to be on time in delivery and provide the best service; to always pay attention to any complaints and suggestions from customers.

Bali Handicraft

5 Our company is “customer satisfaction is our aim.”

6 Our company’s commitment is:

motto n. a short sentence or phrase giving a rule on how to behave, which expresses the aims or beliefs of a person, school, or institution ● “Be prepared” is the motto of the boy scouts.

motto


Text B ComprehensionText B Comprehension

Part 1 Complete the table about the company according to the passage.



Company Name

Number of Staff

Trademark

Line of Business

Product

Basic Materials

Overseas Market

Bali Spot International

60

BSI

Manufacture

handicraft furniture and natural unique handbags

the original plants in Bali and Indonesia

the United States, Canada, Germany, Belgium, Italy, United Kingdom, France, Netherlands, Japan, Singapore, Spain, Puerto Rico and Australia

Answer



Part 1 Complete the table about the company according to the passage.



Company Motto

Company

Commitment

Answer

Customer satisfaction is our aim

To build a long-term relationship with customers by mutual benefit between us; To be reliable, honest, and responsible; To be on time in delivery and provide the best service; To always pay attention to any complaints and suggestions from customers; To select the finest raw materials and ensure the handicraft products are of high quality before shipment;To work on ISO Quality Management system in quality control.





Part 2 Look at the following pictures. Which of them are products of Bali Spot

International?

A B C

D E F


Text B VocabularyText B Vocabulary

Part 1 Complete the sentences with the following expressions. Change the

form where necessary.



handicraft nylon motto inner dimension reasonable weave line mutual originality

1. It’s hard to judge between the two articles; they’re both

charming.

2. “Think before you act” is my .

3. Our company provides high quality dairy products at prices.

4. The leather coat is with silk.

5. The hand- scarves are beautiful in design and high in quality.

reasonable ____________

lined __________

motto __________

handicraft ___________

woven __________


Text B VocabularyText B Vocabulary



Part 1 Complete the sentences with the following expressions. Change the

form where necessary.

6. is a strong artificial material that is used to make plastics,

clothes, rope, etc.

7. I was impressed by the of the plan.

8. We’ll need to know the exact of the room before ordering

furniture.

9. Our partnership is based on respect, trust, and understanding.

10. Leading off the main hall is a series of small rooms.

handicraft nylon motto inner dimension reasonable weave line mutual originality

dimensions ____________

inner __________

Nylon _________

originality ___________

mutual __________


Text B TranslationText B Translation

Part 1 Translate the following sentences into English.



1. 本公司成立于 2000 年 , 共有员工 80 人｡

Our company is established in 2000, consisting of 80 employees.

2. 本公司的核心产品是以上好羊毛为原料手工编织的地毯｡

3. 本公司产品以设计的独创性而著名｡

Our core products are hand-woven carpets made from the finest wool.

Our products are renowned for the originality in design.


Text B TranslationText B Translation

Part 1 Translate the following sentences into English.



6. 本公司的座右铭是“为了共同的利益与客户密切合作”｡

4. 我们愿意与所有客户建立长期的业务关系｡

5. 我们的价格在国际市场上非常有竞争力｡

Our company motto is to build a long term relationship with customers for mutual benefit.

Our prices are highly competitive in the international market.

We would like to build long term business relationships with all of our customers.


Real Life PracticeReal Life Practice



Your product may be “goods” (something tangible) or “services”. Essentially,

it is something that someone wants, and is prepared to buy from you.

Your description, therefore, should not merely be a bland specification of your

product. Instead, it should be defined in terms of what exactly you are providing

your customers —what they particularly value and what benefits they will get from

buying your particular product as opposed to someone else’s.

Look carefully at the following description and ask yourself whether it’s

sufficiently tempting, or whether the product description needs to be improved to

meet your marketing goals.

Product Description





Product Description

Ladies Honda WristwatchIn Stock & Ready to Ship

Very Nice-looking Ladies Honda Calendar Watch Adjustable Band

Has Blue Face Dial

Stainless Steel Watch

Quartz Calendar Movement

Water Resistant up to 30 Meters

Comes with 3-year Limited Warranty

Comes with Honda Collectible Tin

Other Models Available

Makes an Excellent Gift

Officially Licensed Product





Describe the following products to your partner. Make it as tempting as

possible and see if your partner would like to buy them. Consider the

following aspects when describing your products: key features, materials,

size, package, safety.

ceiling lamp

folding chair candle holder sunblock

rocking horse nike shoes


Practical WritingPractical Writing

Company Prospectus



A Company Prospectus is an important facet in a company’s marketing plan

and having a well-written prospectus helps in more than one way. The basic point

is that the name and address along with the general information about the

company should come first followed by the main products and services that the

company offers. It would be a good idea to include the mission and philosophy of

the company along with the business plan which gives a fair idea to the client as to

what he can expect. You can also include welfare activities, if any, that the

company undertakes.





Part 1 The following passage is a prospectus of Patagonia, a company that

produces sports wear and gear. Fill in the missing information, using

the Chinese given in the brackets.

Our Reason for Being

Build the best product, do no unnecessary harm, use business to inspire

and implement solutions to the environmental crisis.

—Patagonia’s Mission Statement





Patagonia, 1 ( 位于 ) Reno, Nevada, grew out of a

small company that made tools for climbers. We remain at

2 ( 全球商业的中心 ) that makes

clothes for climbing — as well as for skiing, snowboarding, surfing, fly fishing,

paddling and trail running. These are all silent sports. None requires a motor;

none delivers the cheers of a crowd. In each sport, reward comes in the form

of hard-won grace and moments of connection between us and nature.

Part 1 The following passage is a prospectus of Patagonia, a company that

produces sports wear and gear. Fill in the missing information, using

the Chinese given in the brackets.

the heart of a worldwide business _________________________________

located in _________________





Our 3 ( 价值观 ) reflect those of a business started by a band of

climbers and surfers, and the minimalist style they promoted. The approach

we take towards 4 ( 产品设计 ) demonstrates a bias for

5 (简单与实用 ).

For us at Patagonia, a love of wild and beautiful places demands part-

icipation in the fight to save them, and to help reverse the steep decline in the

overall environmental health of our planet. We 6

(贡献我们的时间､服务 ) and at least 1% of our sales to hundreds of

grassroots environmental groups all over the world who work to help reverse

the tide.

simplicity and utility ____________________

values __________

product design _______________

donate our time, services ________________________





We know that our 7 ( 商业活动 ) — from lighting stores

to dyeing shirts — creates pollution as a 8 ( 副产品 ). So we

work steadily to reduce the harm. We use 9 ( 可循环利用的 )

polyester in many of our clothes and only organic, rather than pesticide-

intensive cotton.

Staying true to our core values during thirty-plus years in business has

helped us create a company we’re proud to run and work for. And our focus

on 10 (生产最好的产品 ) possible has brought

us success in the marketplace.

Part 2 Write a company prospectus. Make up the details by yourself and try to make it appealing.

business activity ___________________

by-product _______________

recycled ______________

making the best products _________________________

www.themegallery.com

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