unit 2新职业英语. conte nts listening & speaking 4 warming-up 1 reading a 2 reading b 3...

Unit 2

新职业英语新职业英语

Contents

Listening & Speaking4

Warming-up1

Reading A2

Reading B3 Language Lab7 Language Lab7

Writing5

Mini-project6

Language Lab7 Entertainment8

Warm-1

Task 1 Task 1 Read the following Certificate of Origin and fill in the blanks with the items given below.

ExporterExporterExporterExporter

ConsigneeConsigneeConsigneeConsignee

MeansMeans of transport and routeof transport and routeMeansMeans of transport and routeof transport and route

Country/RegionCountry/Region of destinationof destinationCountry/RegionCountry/Region of destinationof destination

NotesNotesNotesNotes

Warm-2

Notes-1

What is a Certificate of Origin?

A Certificate of Origin is a document required by foreign governments, declaring that goods in a particular international shipment are of a certain origin. Even though the commercial invoice usually includes a statement of origin, some countries require that a separate certificate be completed. Customs offices will use the Certificate of Origin to determine whether or not a preferential duty rate applies on the products being imported and whether a shipment may be legally imported during a specific quota period.

Notes-2

Introduction of the 12 items in the Certificate of Origin

1. Exporter: State the complete name, address and country of the exporter.2. Consignee ( 收货人 ): State the complete name, address and

country of the consignee.3. Means of transport and route: State the ports of loading and unloading, shipping route and means of transport.4. Country/Region of destination: State the final destination (usually identical to consignee).5. For certifying authority use only: It is reserved for use by certifying authority.

Notes-3

6. Marks and numbers: state type marks and numbers of the packages. This information should be identical to the marks and numbers on the packages.7. Number and kind of packages; description of goods: State the number and kind of the packages covered by the Certificate; State the description of the products exported.8. H. S. ( 协调制编码 ): The Harmonized Commodity Description and Coding System is an internationally standardized system of names and numbers for classifying traded products developed and maintained by the World Customs Organization, an independent intergovernmental organization with over 170 member countries based in Brussels, Belgium.

Notes-4

9. Quantity: State the quantity of the products.

10. Number and date of invoices: State the number and date of the

invoices in question.

11. Declaration by the exporter: It must be signed by the Company’s

authorized signatory. The term “Exporter” here refers to the

shipper who can either be a trader or a manufacturer.

12. Certification: The certifying authority will certify the declaration by

the exporter here.

Reading AReading A

Text

Task 1

Task 2

Business Know-how

Text A-1

Product Life Cycle

The concept of a product’s life cycle may The concept of a product’s life cycle may apply to a brand or to a brand or to a category of products. Its duration may be as short as a few a category of products. Its duration may be as short as a few months for a fashion item or a century or more for product months for a fashion item or a century or more for product categories such as the gasoline-powered automobile. A product’s categories such as the gasoline-powered automobile. A product’s life cycle can be divided into several stages characterized by the life cycle can be divided into several stages characterized by the revenue revenue generated by the product. by the product.

Reading A

Text A-2Reading A

Product development is the incubation stage, during which Product development is the incubation stage, during which

there are no sales and the firm prepares to introduce the product. there are no sales and the firm prepares to introduce the product.

As the product progresses through its life cycle, changes in As the product progresses through its life cycle, changes in

marketing strategies usually are required in order to marketing strategies usually are required in order to adjust to the to the

evolving challenges and opportunities.evolving challenges and opportunities.

Text A-3Reading A

When the product is introduced, sales will be low and When the product is introduced, sales will be low and advertising costs typically are high in order to rapidly increase advertising costs typically are high in order to rapidly increase customer awareness and to customer awareness and to target the early adopters. The firm the early adopters. The firm is likely to incur additional costs associated with the initial additional costs associated with the initial distribution of the product. These higher costs distribution of the product. These higher costs coupled with a low a low sales volume usually make the introduction stage a period of sales volume usually make the introduction stage a period of negative profits. The primary goal at this stage is to establish a negative profits. The primary goal at this stage is to establish a market and build up market and build up demand for the product. for the product.

Text A-4Reading A

The growth stage sees a rapid growth in revenue when sales The growth stage sees a rapid growth in revenue when sales increase as more customers become increase as more customers become aware of the product and its of the product and its benefits. Once the product has been proven a success and benefits. Once the product has been proven a success and customers begin asking for it, sales will increase further as more customers begin asking for it, sales will increase further as more retailers become interested in retailers become interested in carrying it. When competitors enter it. When competitors enter the market, often during the later part of the growth stage, there the market, often during the later part of the growth stage, there may be price competition. During the growth stage, the goal is to may be price competition. During the growth stage, the goal is to gain consumer preference and increase sales.gain consumer preference and increase sales.

Text A-5Reading A

The maturity stage is the most profitable. While sales continue The maturity stage is the most profitable. While sales continue to increase into this stage, they do so at a slower pace. Because to increase into this stage, they do so at a slower pace. Because brand awareness is strong, advertising expenditures will be brand awareness is strong, advertising expenditures will be reduced. Competition may reduced. Competition may result in decreased market share and decreased market share and prices. The competing products may be very similar at this point, prices. The competing products may be very similar at this point, increasing the difficulty of increasing the difficulty of differentiating the product. Sales the product. Sales promotions may be offered to encourage retailers to give the may be offered to encourage retailers to give the product more shelf space over competing products. During the product more shelf space over competing products. During the maturity stage, the primary goal is to maintain market share and maturity stage, the primary goal is to maintain market share and extend the product’s life cycle.extend the product’s life cycle.

Text A-6Reading A

Eventually sales begin to Eventually sales begin to decline as the market becomes as the market becomes

saturated, the product becomes technologically , the product becomes technologically obsolete, or , or

customer tastes change. If the product has developed brand customer tastes change. If the product has developed brand

loyalty, the profitability may be maintained longer. Unit costs may loyalty, the profitability may be maintained longer. Unit costs may

increase with the declining production volumes and eventually no increase with the declining production volumes and eventually no

more profit can be made.more profit can be made.

Text A-7Reading A

The product life cycle concept helps marketing managers to The product life cycle concept helps marketing managers to plan plan alternatealternate marketing strategies to address the challenges that marketing strategies to address the challenges that their products are likely to face. It also is useful for monitoring their products are likely to face. It also is useful for monitoring sales results over time and comparing them to those of products sales results over time and comparing them to those of products having a similar life cycle.having a similar life cycle.

A-Trans-1Reading A

产品生命周期产品生命周期

产品生命周期的概念可适用于一个品牌或一类产品。周期长度对于时尚产品可能是短短几个月，而对于诸如机动车之类产品则可能是一个世纪或更长。根据产品产生的收益不同其生命周期可被划分为几个时期。

A-Trans-2Reading A

产品开发属于孵化期，在此期间没有销售，同时公司在为推出新产品进行准备。随着产品逐步沿着生命周期发展，市场营销策略通常也需要改变，以适应随之出现的挑战和机遇。

A-Trans-3Reading A

当产品被推入市场时，销售量会很小，而为了能迅速提高顾客认知度和瞄准早期用户，广告费用通常却很高。公司还可能会为产品的初期经销承担额外的费用。这些高费用再加上低销量通常使引入期成为一个亏损期。该时期的基本目标是确立市场和逐步建立产品需求。

A-Trans-4

在成长期，随着更多的顾客了解产品及其优势，销量增加，收益快速增长。一旦产品获得成功，顾客便开始主动问津，更多的零售商也有意销售该产品，此时销量就会进一步增长。通常在成长期后段，竞争者会进入市场，可能会产生价格竞争。成长期的目标是赢得顾客的青睐和提高销售量。

Reading A

A-Trans-5Reading A

成熟期是最盈利的阶段。进入成熟期销量保持持续增长，但其增长速度会放缓。由于品牌认知度已经很高，广告费用会减少。竞争会带来市场份额的缩小和价格的降低。此时，竞争产品可能变得非常相似，从而增加了本产品与其相区别的难度。为鼓励零售商为本产品提供比其他竞争产品更多的货架空间，促销活动也会出现。成熟期的基本目标是保持市场份额并延长产品生命周期。

A-Trans-6Reading A

最后，由于市场饱和、产品技术过时或顾客品味改变，销量开始下降。如果产品已形成品牌忠诚度，则盈利能力可更持久。随着产量的减少单位成本会增加，直到最后无利可获。

A-Trans-7Reading A

产品生命周期的概念有助于销售经理们筹划不同的市场营销策略以应对其产品可能面临的挑战；同时还有助于长期监控销售结果，并将其与那些具有类似生命周期的产品的销售结果进行比较。

(not in progressive tenses) to have an effect on or concern something or someone

Reading A

apply to

e.g.e.g. 1. This rule cannot be applied to every case.

2. The questions in the second half of the form

apply only to freshmen.

n. the length of time that something lasts or continues

Reading A

duration

e.g.e.g. 1. a contract of three years’ duration

2. The school was used as a hospital for the

duration of the war.

v. to produce or create something

Reading A

generate

e.g.e.g. 1. Tourism generates income for local

communities.

2. The accident generated a lot of public

interest in the nuclear power issue.

v. to get used to a new situation by changing the way you behave and/or think

Reading A

adjust

e.g.e.g. 1. It took several seconds for his eyes to adjust

to the dark.

2. It took her a month to adjust to living alone

after the divorce.

v. to make something have an effect on a particular limited group or area

Reading A

target

e.g.e.g. 1. This is a new magazine that targets single men.

2. The advertisement was designed to target the

young.

that can reasonably be expected or probable

Reading A

be likely to

e.g.e.g. 1. He’s likely to arrive a bit late.

2. The tickets are likely to be expensive.

v. to receive (especially something unpleasant) as a result of one’s actions

Reading A

incur

e.g.e.g. 1. You risk incurring bank charges if you

exceed your overdraft limit.

2. The company incurred heavy losses in its

first year.

to link one thing, situation, etc. to another

Reading A

couple…with

e.g.e.g. 1. A reputation for quality, coupled with very

competitive prices, has made these cars very

popular.

2. Overproduction, coupled with falling sales, has

led to huge losses for the company.

n. the desire or need of customers for goods or services which they want to buy or use

Reading A

demand

e.g.e.g. 1. These developments have created a great

demand for home computers.

2. There’s not much demand for houses of this

sort.

a. knowing or realizing something

Reading A

aware

e.g.e.g. 1. They were well aware that the company was

losing money.

2. I don’t think people are really aware of just

how much it costs.

v. to keep a supply of goods for sale

Reading A

carry

e.g.e.g. 1. The store carries a good range of sports

equipment.

2. We carry a range of educational software.

to make something happen; have as a result

Reading A

result in

e.g.e.g. 1. The accident resulted in the death of 20

passengers.

2. Such behavior may result in the executive

being asked to leave.

v. to recognize or show that two things are not the same

Reading A

differentiate

e.g.e.g. 1. What differentiates these two products?

2. This company does not differentiate between

men and women—everyone is paid at the

same rate.

n. activities done in order to increase the sales of a product or service

Reading A

promotion

e.g.e.g. 1. This year’s sales promotions haven’t been

very successful.

2. We are doing a special promotion of wines.

v. to become smaller, fewer, weaker, etc.

Reading A

decline

e.g.e.g. The number of tourists to the resort declined

by 10% last year.

n. a decrease in the quality, quantity or importance of something

e.g. e.g. There has been a decline in the size of families.

v. to fill completely so that no more can be held

Reading A

saturate

e.g.e.g. 1. The market for houses is saturated. (= There are

too many houses for sale, and not enough

buyers.)

2. The company claimed to have saturated the

market for personal computers (so that no new

buyers could be found).

a. no longer used because something new has been invented

Reading A

obsolete

e.g.e.g. 1. obsolete ideas

2. With technological changes many traditional

skills have become obsolete.

A-Task 1Reading A

Task 1Task 1 Complete the following table according to the passage.Task 1Task 1 Complete the following table according to the passage.

Product Life Cycle

Stage Characteristics

Development1. _________2. Preparation to introduce the product

Introduction1. Low sales2. High costs in ___________ and ____ ____________3. Negative profits

Growth1. __________________________2. Sales increase3. Possible price competition

Maturity

1. ________________2. Slower sales increase3. Reduced advertising expenditures4. _________________

Decline1. _____________2. Declining production volumes3. No more profit at last

No salesNo salesNo salesNo sales

advertisingadvertisingadvertisingadvertising initial initial distributiondistributioninitial initial distributiondistribution

Rapid growth in revenueRapid growth in revenueRapid growth in revenueRapid growth in revenue

Most profitableMost profitableMost profitableMost profitable

Sales promotionsSales promotionsSales promotionsSales promotions

Sales declineSales declineSales declineSales decline

A-Task 2-1Reading A

Task 2Task 2 Answer the following questions according to the passage.Task 2Task 2 Answer the following questions according to the passage.

1. Why is the introduction stage a period of negative profits?1. Why is the introduction stage a period of negative profits?

Because costs in advertising and initial distribution of the product are high and sales are low at this stage.Because costs in advertising and initial distribution of the product are high and sales are low at this stage.

2. When does price competition often appear?2. When does price competition often appear?

Often during the later part of the growth stage.Often during the later part of the growth stage.

3. Why are sales promotions offered in the maturity stage?3. Why are sales promotions offered in the maturity stage?

Because they can help to encourage retailers to give the product more shelf space over competing products.

Because they can help to encourage retailers to give the product more shelf space over competing products.

A-Task 2-2Reading A

4. What are the reasons for sales to decline at last?4. What are the reasons for sales to decline at last?

The market becomes saturated, the product becomes technologically obsolete, or customer tastes change.The market becomes saturated, the product becomes technologically obsolete, or customer tastes change.

5. What are the primary goals for different stages in the product life cycle?5. What are the primary goals for different stages in the product life cycle?

The primary goal in the development stage is to prepare to introduce the product. In the introduction stage it is to establish a market and build up demand for the product. During the growth stage, the goal is to gain consumer preference and increase sales. The maturity stage aims at maintaining market share and extending the product’s life cycle.

The primary goal in the development stage is to prepare to introduce the product. In the introduction stage it is to establish a market and build up demand for the product. During the growth stage, the goal is to gain consumer preference and increase sales. The maturity stage aims at maintaining market share and extending the product’s life cycle.

Business Know-how

Building up Brand Recognition

● Create a logo to be used consistently. Recognition and uniqueness are more important for the logo than representation of the product/service;● Create a catchy slogan that says something powerful and original, in as few words as possible;● Develop a website, business cards, a letterhead and other related business tools with a consistent theme;● Know the customers and use a branding style that appeals to them. Send your message to them through every possible marketing channel;● Take every opportunity to leave the customers with a lasting impression.

Reading B

Reading B

Text

Task 1

Task 2

CPI Franchising

Career Plan International LLC draws on more than 30 years of combined professional knowledge to create a unique blend of job market skills and the most advanced career planning strategies for our franchisees. With a CPI franchise you can turn your dream into a reality and be your own boss, create a new career, and begin enjoying the many benefits and prestige of association with a professional business. We provide training, assistance in site selection, office design and equipment ordering before you open your office and ongoing support once you’re open. Our success is based entirely on the success of our franchisees.

Text B-1Reading B

Text B-2Reading B

Text B-3Reading B

Franchise Award Process

Steps Your Actions1 Complete the Request for Information.

2 Phone interview with a CPI representative to determine if you qualify to be a CPI franchisee.

3 If you qualify as a prospective franchisee, then we will ask you to submit a Request for Consideration Form.

4

Upon receipt of your Request for Consideration Form, our Franchise Award Committee shall review your application, and, if it is approved, we shall send you by email, our Franchise Disclosure Document (FDD).

Text B-4Reading B

Steps Your Actions

5 Review questions you may have concerning the FDD.

6Phone interview with the president. We demonstrate our lead management system and client research program.

7

Schedule a Discovery Day meeting with us so we can meet and evaluate you and you us. We shall address all open issues and give you the opportunity to witness an operating office and interact with people who are active and successful in our business.

Text B-5Reading B

Steps Your Actions

8

Within five days of your Discovery Day visit we shall notify you as to our decision in awarding you a franchise. If our decision is positive, you will enter into a Franchise Agreement with us and remit to us the Franchise Fee.

9

Within four weeks of the execution of the Franchise Agreement, you will attend the initial Owners Training Sessions and begin pre-opening preparation.

B-Trans-1Reading B

加盟职业创想国际加盟职业创想国际职业创想国际有限责任公司依托三十多年的全面专业知识，旨在为我们的受许人提供独特的应对职业市场的技能和最先进的职业规划策略。加盟职业创想国际，您将实现您的梦想，做自己的老板，开创新的事业，尽享加盟专业公司为您带来的收益和尊崇。我们向您提供开业前选址、办公室设计及设备订购方面的培训和辅助，并在开业后继续提供支持。我们的成功完全依赖于您的成功。

B-Trans-2Reading B

特许经营双方责任

B-Trans-3Reading B

特许经营权授予流程步骤您需要做的1 填写《信息采集表》

2接受职业创想国际业务代表的电话面试，确定自己是否符合受许人资格要求

3如果您符合潜在受许人资格要求，您需要提交《请求考量表》

4

特许权授予委员会一旦收到您的《请求考量表》就会审核您的申请。如果审核通过，您将通过电子邮件收到我们的《特许经营信息披露表》（简称《信息披露表》）

B-Trans-4Reading B

步骤您需要做的

5 准备有关《信息披露表》的问题

6接受总裁的电话面试。我们会介绍我们的销售线索管理系统和客户调查程序

7安排“公开日”面谈，以便彼此见面、相互评估。我们会处理所有悬而未决的问题。您有机会参观一家营运的事务所，与业界活跃人士和成功人士互动

B-Trans-5Reading B

步骤您需要做的

8

“公开日”会见后 5 日内，我们会通知您我们是否授予您特许经营权。如果我们决定授予，您将与职业创想国际有限责任公司签订《特许经营协议》，并汇寄加盟费

9协议生效后 4 周内，您将参加首次企业主培训会，并着手开业前准备工作。

B-Task 1Reading B

Task 1Task 1 Decide whether the following statements are true (T) or false (F) according to the passage.Task 1Task 1 Decide whether the following statements are true (T) or false (F) according to the passage.

( ) 1. Career Plan International LLC is a franchisee seeking for

marketing skills.

( ) 2. The franchisee needs to pay the initial franchise fee and an

annual 17% royalty.

( ) 3. The franchisor is responsible for leasing office equipment to

the franchisee.

( ) 4. After receipt of the Request for Consideration Form and

approval by the committee, the prospective franchisee will

receive an FDD by email.

( ) 5. The franchise fee must be paid before a Franchise

Agreement with CPI Franchising, LLC is signed.

FF

FF

FF

TT

FF

B-Task 2-1Reading B

Task 2Task 2 Fill in the empty boxes with the actions below to help decide a CPI franchise award.Task 2Task 2 Fill in the empty boxes with the actions below to help decide a CPI franchise award.

A. Schedule a Discovery Day meetingB. Review the application by the committeeC. Sign the Franchise Agreement D. Interview the applicant by CPI representative

DDDD

3. Issue a Request for Consideration Form

Feed the applicant back with “No”


1. Receive a Request for Information

2.

YYYY

YYYY

NNNN

NNNN

YYYY

DDDD

B-Task 2-2Reading B

4.

5. Email a Franchise Disclosure Document

YY Feed the applicant back with “No”

NN

6. Phone interview with the president

7.

8. Meet and evaluate the applicant

9.



YY

YY

YY

YY

NN

NN

BBBB

AAAA

CCCC

ListeningListening & Speaking

Task 1

Task 2

Task 3

Task 4

Task 5

L-Task 1Listening & Speaking

ScriptScriptScriptScript

1. Wrap the boards in bubble wrap.Customary Special

2. Wrap the boards in foam cartons instead of the regular plastic.

Customary Special 3. Mark on the cartons “Fragile”.

Customary Special 4. Use strong boxes and make sure the boards are secure

inside.Customary Special






Task 1Task 1 Harold is discussing packaging of the products with Ms. Parker. Mark the following packing requirements from Harold as Customary or Special.

1. Wrap the boards in bubble wrap. Customary Special 2. Wrap the boards in foam cartons instead of the regular plastic. Customary Special 3. Mark on the cartons “Fragile”. Customary Special 4. Use strong boxes and make sure the boards are secure inside.

Customary Special

1. Wrap the boards in bubble wrap. Customary Special 2. Wrap the boards in foam cartons instead of the regular plastic. Customary Special 3. Mark on the cartons “Fragile”. Customary Special 4. Use strong boxes and make sure the boards are secure inside.

Customary Special

√√

√√

√√

√√

L-1-Words Listening & Speaking











New Words & Expressions

packing n. 包装法；包装材料bubble wrap 气泡膜carton n. 纸（板）箱，纸（板）盒secure a. 牢固的，稳固的fragile a. 易碎的；易损坏的customary a. 照惯例的；习惯上的，惯常的 shipping n. 装运；运输；运送


packing n. 包装法；包装材料bubble wrap 气泡膜carton n. 纸（板）箱，纸（板）盒secure a. 牢固的，稳固的fragile a. 易碎的；易损坏的customary a. 照惯例的；习惯上的，惯常的 shipping n. 装运；运输；运送

L-1-Script

Task 1Task 1 ScriptScript

Listening & Speaking


Task 2Task 2 Pamela is asking Alex for advice on product packaging. Listen to the conversation and choose the best answer to each question you hear.












1. A. Good packaging attracts consumers.1. A. Good packaging attracts consumers. B. Good packaging serves as a good advertisement for B. Good packaging serves as a good advertisement for the product.the product. C. Good packaging distinguishes the product from others.C. Good packaging distinguishes the product from others. D. Good packaging saves space.D. Good packaging saves space.

2. A. It is in black and white. B. It has very few words.2. A. It is in black and white. B. It has very few words. C. It uses too many colors. D. The packaging material is too costly.C. It uses too many colors. D. The packaging material is too costly.

3. A. Brand color. B. Material.3. A. Brand color. B. Material. C. Cost. D. Layout.C. Cost. D. Layout.


mass a. 大量的；大批的packaging n. 包装；打包；装箱launch n. 投放市场superb a. （口）极好的，最佳的convincing a. 令人信服的，有说服力的color scheme 色彩方案font n. 字体clearance sale 清仓削价销售signature n. （人或物的）识别标志；鲜明特征appeal v. 有吸引力；有感染力layout n. 设计；布局；安排


mass a. 大量的；大批的packaging n. 包装；打包；装箱launch n. 投放市场superb a. （口）极好的，最佳的convincing a. 令人信服的，有说服力的color scheme 色彩方案font n. 字体clearance sale 清仓削价销售signature n. （人或物的）识别标志；鲜明特征appeal v. 有吸引力；有感染力layout n. 设计；布局；安排












L-2-ScriptListening & Speaking


FF


Task 3Task 3 Mr. Jones is talking with the exporter Ms. Brown about his country’s new regulations on labeling of food imports. Listen to the conversation and decide whether the following statements are true (T) or false (F).












1. They have reached an agreement on specific measures on the labeling.

2. The reason why the labels are not accepted is that the importer doesn’t like the label.

3. The woman thinks that the United States is restricting imports with overly strict regulations.

FF

TT













Federal Food and Drug Administration （美国）食品与药物管理局impose v. 加（负担、惩罚等）于；把 ······ 强加于complicated a. 复杂的；难解的label n. 标签；商标lichee n. 荔枝overseas a. 海外的，国外的quote v. 报价CIF (cost, insurance and freight ) 到岸价格（成本、保险费加运费）comply with 遵守


Federal Food and Drug Administration （美国）食品与药物管理局impose v. 加（负担、惩罚等）于；把 ······ 强加于complicated a. 复杂的；难解的label n. 标签；商标lichee n. 荔枝overseas a. 海外的，国外的quote v. 报价CIF (cost, insurance and freight ) 到岸价格（成本、保险费加运费）comply with 遵守


√√

Task 4Task 4 Ms. White is talking with the exporter Mr. Ford about the packaging for her order. Listen to the conversation and tick off the reasons Ms. White holds against the outer packaging with cardboard boxes.












1. Cardboard boxes are more expensive.

2. Cardboard boxes are not strong enough.

3. Cardboard boxes are not waterproof.

4. Cardboard boxes do not appeal to the eye.

5. Cardboard boxes are light.

6. Cardboard boxes increase the risk of theft.

√√

√√













garment n. 衣服；服装polythene n. 聚乙烯display n. 展示；陈列merchandise n. 商品，货物gross weight 毛重cardboard box 硬纸板箱line v. 用作（衣、箱等）衬里waterproof a. 防水的，不透水的take chances 冒险


garment n. 衣服；服装polythene n. 聚乙烯display n. 展示；陈列merchandise n. 商品，货物gross weight 毛重cardboard box 硬纸板箱line v. 用作（衣、箱等）衬里waterproof a. 防水的，不透水的take chances 冒险

L-Task 5-1Listening & Speaking

Task 5Task 5 Listen to the passage twice and fill in the blanks with what you hear.











A good product planning includes an effective product packing. In marketing, packing is defined as activities that involve ________________________________ or wrapper for a product. It also serves as a way of marking as a different product from its competitive commodities and it aims to provide attraction to consumers.

Consumers always relate the product quality with its kind of package. The product features were defined first on its __________________. There are three packing strategies: family packing, reusable packing and multiple packing.

A good product planning includes an effective product packing. In marketing, packing is defined as activities that involve ________________________________ or wrapper for a product. It also serves as a way of marking as a different product from its competitive commodities and it aims to provide attraction to consumers.

Consumers always relate the product quality with its kind of package. The product features were defined first on its __________________. There are three packing strategies: family packing, reusable packing and multiple packing.

designing and producing the containerdesigning and producing the container

external appearanceexternal appearance












In the family packing, manufacturers use similar packages for its several products. Consumers who are loyal on one particular brand will find it easy to buy other products with the same brand because of ____________ in the packing.

Reusable packing is mostly used because it is proven to have big influence in convincing the consumers to buy the product. Manufacturers usually ________________________ like glass, paper or plastic bags as package so that the final consumer can still make use of the package after the product has been consumed.

In the family packing, manufacturers use similar packages for its several products. Consumers who are loyal on one particular brand will find it easy to buy other products with the same brand because of ____________ in the packing.

Reusable packing is mostly used because it is proven to have big influence in convincing the consumers to buy the product. Manufacturers usually ________________________ like glass, paper or plastic bags as package so that the final consumer can still make use of the package after the product has been consumed.

its similarityits similarity

make use of reusable itemsmake use of reusable items


Multiple packing is a packing strategy that _________________

______________________________________________________.

Most likely, consumers will be influenced to buy

the whole package because they think they can save money by

buying in bulk.

Multiple packing is a packing strategy that _________________

______________________________________________________.

Most likely, consumers will be influenced to buy

the whole package because they think they can save money by

buying in bulk.

manufacturers putmanufacturers put

several products in one package and have one single price for itseveral products in one package and have one single price for it

WritingWriting

Task 1

Task 2

Task 3

W-Task 1

Task 1 Task 1 Put the following sentences into the right order and make it a complete notice.

Writing

1. Telephone numbers and fax numbers remain unchanged.2. Thanks for your kind attention and continuous support.3. Kindly note that our Healthcare Center will be relocated to the following address with effect from September 1, 2009.4. New address: 909 J 2nd Street North, Fulton New York5. NOTICE

1. Telephone numbers and fax numbers remain unchanged.2. Thanks for your kind attention and continuous support.3. Kindly note that our Healthcare Center will be relocated to the following address with effect from September 1, 2009.4. New address: 909 J 2nd Street North, Fulton New York5. NOTICE

Key & SampleKey & Sample

W-Task 1-keyWriting

Notice

Kindly note that our Healthcare Center will be relocated to the following address with effect from September 1, 2009. New address: 909 J 2nd Street North, Fulton New York Telephone numbers and fax numbers remain unchanged. Thanks for your kind attention and continuous support.

Notice

Kindly note that our Healthcare Center will be relocated to the following address with effect from September 1, 2009. New address: 909 J 2nd Street North, Fulton New York Telephone numbers and fax numbers remain unchanged. Thanks for your kind attention and continuous support.

5—3—4—1—25—3—4—1—2

W-Task 2

Writing

Task 2 Task 2 Turn the following notes into a notice.

Key & SampleKey & Sample

W-Task 2-keyWriting

Notice

Please be informed that Office Safety Training Section will be conducted from 2:30 to 4:30 this Friday afternoon in Conference Room 109. All staff are required to come. Handouts will be available after the section.

Jacky TamOffice Manager

July 15, 2009

Notice

Please be informed that Office Safety Training Section will be conducted from 2:30 to 4:30 this Friday afternoon in Conference Room 109. All staff are required to come. Handouts will be available after the section.

Jacky TamOffice Manager

July 15, 2009

W-Task 3

Writing

Task 3 Task 3 You are Office Supervisor of ABC Company. Your company will organize a sightseeing trip for all the staff. Please write a notice to inform your colleagues of the trip arrangement including: itinerary, accommodation, transportation, trip fare, and other particulars that you think are relevant to the trip.

Mini-1Mini-project

Work in groups. Conduct a brand loyalty survey among ten dormitories in your college and report your survey results to the class.

Step 1: Choose a brand of any service or product (toothpaste, fast food restaurant, mobile phone, magazine, etc.).Step 2: Design your own brand loyalty survey form. The following sample survey form about computers is for your reference.Step 3: Hand out the survey forms to ten dormitories in your college.Step 4: Draft a summary of your survey results. The summary should answer the following questions: • Which are the top three brands in the brand loyalty survey? • What are customers’ reasons for purchasing these top three brands?Step 5: Report your survey results to the class.

Step 1: Choose a brand of any service or product (toothpaste, fast food restaurant, mobile phone, magazine, etc.).Step 2: Design your own brand loyalty survey form. The following sample survey form about computers is for your reference.Step 3: Hand out the survey forms to ten dormitories in your college.Step 4: Draft a summary of your survey results. The summary should answer the following questions: • Which are the top three brands in the brand loyalty survey? • What are customers’ reasons for purchasing these top three brands?Step 5: Report your survey results to the class.

Mini-2Mini-project

BRAND LOYALTY SURVEY

Please indicate the computer brand(s) that you own now or you

plan to purchase in the future, and the reason(s) why you have

purchased or plan to purchase it/them.

BRAND LOYALTY SURVEY

Please indicate the computer brand(s) that you own now or you

plan to purchase in the future, and the reason(s) why you have

purchased or plan to purchase it/them.

Sample Survey FormSample Survey Form

Mini-3Mini-project

Language Lab

Language Lab

Task 1

Task 2

Task 3

Task 4

Task 5

LL-Task 1Language Lab

Task 1 Task 1 Match the words on the left with their meanings on the right.

A.A. keep a supply of goods for salekeep a supply of goods for saleB. the desire or need of customers for goods or B. the desire or need of customers for goods or services which they want to buy or useservices which they want to buy or useC. the length of time that something lasts or continuesC. the length of time that something lasts or continuesD. knowing or realizing somethingD. knowing or realizing somethingE. less than zeroE. less than zeroF. any complete round or series of occurrences that repeatsF. any complete round or series of occurrences that repeatsG. activities done in order to increase the sales of a product G. activities done in order to increase the sales of a product

or serviceor serviceH. the state of being fully grown or developedH. the state of being fully grown or developedI. used instead of the one that was intended to be usedI. used instead of the one that was intended to be usedJ. a type of product made by a particular companyJ. a type of product made by a particular company

( ) 1. brand( ) 1. brand

( ) 2. duration( ) 2. duration

( ) 3. aware( ) 3. aware

( ) 4. negative( ) 4. negative

( ) 5. cycle( ) 5. cycle

( ) 6. promotion( ) 6. promotion

( ) 7. demand( ) 7. demand

( ) 8. alternate( ) 8. alternate

( ) 9. carry( ) 9. carry

( ) 10. maturity( ) 10. maturity

JJ

CC

DD

EE

FF

GG

BB

II

AA

HH

LL-Task 2-1Language Lab

Task 2 Task 2 Complete the following sentences with the words from Task 1. Change the form if necessary.

1.1. The forest will take 100 years to reach ________.The forest will take 100 years to reach ________.

2. We have to have a(n) ________ plan in case it 2. We have to have a(n) ________ plan in case it

rains.rains.

3. A year constitutes a(n) _____ of the seasons.3. A year constitutes a(n) _____ of the seasons.

4. What is your favorite ______ of shampoo?4. What is your favorite ______ of shampoo?

5. The last chemical test gave a(n) _________ 5. The last chemical test gave a(n) _________

reaction.reaction.

maturitymaturity

alternatealternate

cyclecycle

brandbrand

negativenegative


6. The company has planned a big _________ for 6. The company has planned a big _________ for

its new products.its new products.

7. They became ______ of a terrible smell in the 7. They became ______ of a terrible smell in the

room.room.

8. Is there much ________ for teachers in the 8. Is there much ________ for teachers in the

town?town?

9. We had to stay indoors for the _______ of the 9. We had to stay indoors for the _______ of the

crisis.crisis.

10. We _____ a range of educational software. 10. We _____ a range of educational software.

promotionpromotion

awareaware

demanddemand

durationduration

carrycarry

LL-Task-3-1Language Lab

Task 3 Task 3 Complete the passage with the following words or phrases. Change the form if necessary.

unit cost differentiate brand loyalty market share profitable

unit cost differentiate brand loyalty market share profitable

Andrew Hawes, a business consultant on plastic industry argues that the ____________ of plastics or rubber companies can only be guaranteed if they are able to beat the competition on cost. Nowadays quality is rarely a _____________ —customers expect high quality as standard. Nor is ____________ guaranteed; existing customers will soon leave if they can buy a similar product cheaper elsewhere.

Andrew Hawes, a business consultant on plastic industry argues that the ____________ of plastics or rubber companies can only be guaranteed if they are able to beat the competition on cost. Nowadays quality is rarely a _____________ —customers expect high quality as standard. Nor is ____________ guaranteed; existing customers will soon leave if they can buy a similar product cheaper elsewhere.

market sharemarket share

differentiatordifferentiatorbrand loyaltybrand loyalty

LL-Task-3-2Language Lab

Unless a company has a unique, patented product in a growing market, it will be unit cost that determines sales, ____, success and future security. There are two basic options for reducing ________ in the plastics and rubber industries. The first is to attack each cost in turn and try to reduce them. The second option is to increase the number of units over which costs are spread. This requires increased productivity and selling of the extra capacity.

Unless a company has a unique, patented product in a growing market, it will be unit cost that determines sales, ____, success and future security. There are two basic options for reducing ________ in the plastics and rubber industries. The first is to attack each cost in turn and try to reduce them. The second option is to increase the number of units over which costs are spread. This requires increased productivity and selling of the extra capacity.

profitprofit

unit costunit cost


Task 4 Task 4 Rewrite the following sentences after the models.

Model 1: Model 1: Product development is the incubation stage. During Product development is the incubation stage. During this stage, there are no sales and the firm prepares to this stage, there are no sales and the firm prepares to introduce the product.introduce the product. Product development is the incubation stage, Product development is the incubation stage, duringduring whichwhich there are no sales and the firm prepares to there are no sales and the firm prepares to introduce the product.introduce the product.1. Then he met Mary. With Mary he visited Boston.1. Then he met Mary. With Mary he visited Boston. Then he met Mary, Then he met Mary, with whomwith whom he visited Boston. he visited Boston.2. Father entered Grandma’s room. He stayed in the room for 2. Father entered Grandma’s room. He stayed in the room for nearly two hours.nearly two hours. Father entered Grandma’s room, Father entered Grandma’s room, in whichin which he stayed for he stayed for nearly two hours.nearly two hours.3. Tom spent four years in college. He learned French in college.3. Tom spent four years in college. He learned French in college. Tom spent four years in college, Tom spent four years in college, in whichin which he learned French. he learned French.


Model 2: Model 2: There is a rapid growth in revenue at the growth stage.There is a rapid growth in revenue at the growth stage.

The growth stage The growth stage seessees a rapid growth in revenue. a rapid growth in revenue.

1. In 2008, a terrible earthquake struck Sichuan Province, China.1. In 2008, a terrible earthquake struck Sichuan Province, China.

The year of 2008 saw a terrible earthquake in Sichuan The year of 2008 saw a terrible earthquake in Sichuan

Province, China.Province, China.

2. Last year, there was a battle in this field.2. Last year, there was a battle in this field.

Last year saw a battle in this field.Last year saw a battle in this field.

3. In the next few years, there were a series of bad harvests.3. In the next few years, there were a series of bad harvests.

The next few years saw a series of bad harvests.The next few years saw a series of bad harvests.


Task 5 Task 5 Translate the following into English using the given words or phrases.

1. 1. 适用于其他购物形式的法律也同样适用于网上购物。适用于其他购物形式的法律也同样适用于网上购物。 (apply to)(apply to) Laws that apply to other forms of shopping also apply to Laws that apply to other forms of shopping also apply to

online shopping.online shopping.

2. 2. 适应热带地区的气侯远比他们想象的困难。适应热带地区的气侯远比他们想象的困难。 (adjust to)(adjust to)

Adjusting to the tropical climate was more difficult than Adjusting to the tropical climate was more difficult than

they had expected.they had expected.

3. 3. 我曾听见别人把他的名字和一名罪犯联系在一起。我曾听见别人把他的名字和一名罪犯联系在一起。 (couple... with)(couple... with) I once heard his name coupled with that of a criminal.I once heard his name coupled with that of a criminal.

4. 4. 这家公司已逐步发展成为一个主要的化工厂。这家公司已逐步发展成为一个主要的化工厂。 (evolve)(evolve)

The company has evolved into a major chemical The company has evolved into a major chemical

manufacturer.manufacturer.


5. 5. 这项福利针对社会上最贫困的群体。这项福利针对社会上最贫困的群体。 (target)(target)

The welfare is targeted on the poorest groups in society.The welfare is targeted on the poorest groups in society.

6. 6. 去年到这个度假胜地旅游的人数减少了去年到这个度假胜地旅游的人数减少了 10%10% 。。 (decline)(decline)

The number of tourists to the resort declined by 10% last The number of tourists to the resort declined by 10% last

year.year.

7. 7. 需要多大的销售量才能有需要多大的销售量才能有 80,00080,000 美元的收入？美元的收入？ (generate)(generate)

What sales volume would be required to generate an income What sales volume would be required to generate an income

of $80,000?of $80,000?

8. 8. 在公众的心目中，他总是和恐怖袭击联系在一起。在公众的心目中，他总是和恐怖袭击联系在一起。 (associate)(associate)

He is always associated with terrorist attacks in the public He is always associated with terrorist attacks in the public

eye.eye.

Entertainment

Entertainment

BackgroundBackgroundBackgroundBackground

Vincent / Starry Starry NightVincent / Starry Starry Nightby Don McLeanby Don McLean

Background

Vincent is a song by Don McLean written as a tribute to Vincent van Gogh. It is also known by its opening line, Starry Starry Night, a reference to van Gogh's painting The Starry Night. The song also refers to different paintings done by the artist and clearly demonstrates a deep admiration for not only the work of van Gogh, but also for the man himself.

Entertainment

BackgroundBackground

The Starry Night by van GoghThe Starry Night by van Gogh

Thank You!

Unit 1

新职业英语新职业英语

unit 2新职业英语. conte nts listening & speaking 4 warming-up 1 reading a 2 reading b 3...

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