Reading B

Customerization Ad
NEW WORDS AND EXPRESSIONS

a reservoir of 丰富的；大量的
Revenue 财源；财富
initiative 重大举措
Optimize 使…最优化
Boost 使..增长
Advertising is any announcement or persuasive message placed
in the mass media , serving a number of functions. Below is a
Customerization Ad. Read it carefully, trying to figure out the
purposes of each paragraph.
 You have a reservoir of information
How much is reaching
Your customer and how fast?

If your customer only knew you offer a product he wants. If

you customer only knew you offer a service she needs . If your
customer only knew what you know .Act fast. Because what
your customer doesn't’t know leaves revenue-generating
potential untapped.

That’s why Unisys has developed a powerful new initiative to

help give business the advanced customer service crucial in an
increasingly competitive environment CUSTOMERIZE.
Unisys can help CUSTOMERIZE your enterprise by extending
information technology out to the field locations, where a
customer decides to do business with you or not. And where
your single most important influence over that decision may be
information. When the flow of information is comprehensive,
you optimize customer satisfaction and increase sales content.
With a timely flow of information, you not only boost the speed
of transaction but also sharpen your competitive edge.

A CUSTOMERIZED enterprise draws information from

customers even as it conveys information to them. Circulating
through your organization, it all helps productivity , control and
profitability.
 Ask us about our CUSTOMERIZE assessment , which teams
you with experienced Unisys consultants to evaluate your
organization’s information flow. Ask, too, for a complimentary
CUSTOMERIZE Information Kit.
1: to make a company more responsive to its customers and better
able to attract new ones;
2: to customerize an organization ‘s formation strategy, e.g. to
extend systems capabilities to field locations and other points of
customer contact and support:
3 : what Unisys Corporation does for a growing roster of
companies and government agencies, worldwide .

Call us at 1-800-874-8647,ext.13. Discover how Unisys can help

you CUSTOMERIZE your enterprise and convert information into
a stream of customers and ---revenue.
Decide whether the following statements are true (T) or false (F)
according to the passage.

1.Customers do not want to know what can be offered.

false
2.The fast flow of information benefits consumers only .

false
3.The most influential factor over decision-making might be
information.
true
4.The UNISYS offers no consultants for its customers.
false
5.The UNISYS serves its customers to speed up their transactions.

true
 Give short answers to the question.
1.What does the UNISYS offer to help?
Customerize the customer’s enterprise.
2.What does” Act fast”(in paragraph one) mean?
Take actions immediately.
3.Why is it beneficial to you when your customers do not
know all that you know ?
It leaves revenue-generating potential untapped.
4.If you are seeking a consultant to evaluate your company’s
information flow, what number should you dial ?
1-800-874-8647, ext.13.
5.Why is the word “revenue” placed at the very end of the ad ?
To emphasize this is the final objective of business.
 Put the following into Chinese , paying attention to the
persuasive tone .
1.What your customer doesn't’t know leaves revenue-generating
potential untapped.
您的顾客所不知道的正是您未开启的财源.
2.You not only boost the speed of transactions but also sharpen
your competitive edge.

您不仅可以提高交易速度,还能增强竞争力.
3.Discover how Unisys can help you customerize your enterprise
and convert information into a stream of customers –and revenue .

看看Unisys 到底怎样使您的企业客户化,并把信息变为源源
不断的顾客─和财富.
4.If your customer only knew what you know , act fast.

如果您的客户仅仅了解您所了解的,赶快行动吧.

5.Unisys, we make it happen.

Unisys,让您实现心中理想.
 Part 2 Simulated Writing
Bill of Exchange
NOTES
汇票通常是两张一套，但债务只要一笔，因此第一张上说明
“本汇票之副本未付”（Second being unpaid），在第二张则
说明“本汇票之正本未付”（First being unpaid）。Sample2中
的”Second/First of the same tenor and date being unpaid”也是同
样的意思
drawn under:凭…取款,出票依据
Pay to the order of:表示汇票可背书转让
CITIC: China International Trust and Investment Corp.的简写,即
中国国际信托公司
The Hong Kong and Shanghai Banking Corporation (HSBC):香港
汇丰银行
 Bill of Exchange
汇票是一个人向另一个人签发的无条件支付一定金额的书
面命令. 汇票是国际贸易结算中使用最多的票据, 内容包括:

1.“汇票”字样(Exchange) 2.无条件支付命令(Pay to)

3.金额(Amount) 4.付款期限
5.汇票编号
6.出票人(Drawer) 或受款人(Payee):出口人或其指定的银行(Pay
to).
7.受票人(Drawee)或付款人(Payer):进口人或其指定的银行(To).
8.取款依据:通常是注明开证行与编号的信用证或商品名.
9.出票日期, 地点 10.出票人签名.
Sample2
NO.00-11163
BILL OF EXCHANGE
For USD 7076.00 DUE ON MAY 10,2000 SABAE,JANPAN APR.11,2000
(PLACE) (DATE)
At 30 DAYS AFTER sight of this FIRST of Exchange (Second of the same
tenor and date being unpaid) Pay to THE FUKUI BANK , LTD. Or order the
sum of US DOLLARS SEVEN THOUSAND SEVENTY SIX ONLY.
Value received and charge the same to account of SHANGHAI MACHINERY
IMP.AND EXP. CORP.
Drawn under CITIC INDUSTRIAL BANK, SHANGHAI
L/C No. CITICS/000170 dated FEB.25, 2000
TO CITIC INDUSTRIAL BANK SHANGHAI
AOYAMA OPTICAL CO.,LTD
_____________________________
(汇票正本)
NO.00-11163
BILL OF EXCHANGE
For USD 7076.00 DUE ON MAY 10,2000 SABAE,JANPAN APR.11,2000
(PLACE) (DATE)
At 30 DAYS AFTER sight of this FIRST of Exchange (First of the same tenor
and date being unpaid) Pay to THE FUKUI BANK , LTD. Or order the sum of
US DOLLARS SEVEN THOUSAND SEVENTY SIX ONLY.
Value received and charge the same to account of SHANGHAI MACHINERY
IMP.AND EXP. CORP.
Drawn under CITIC INDUSTRIAL BANK , SHANGHAI
L/C No. CITICS/000170 dated FEB.25,2000
TO CITIC INDUSTRIAL BANK SHANGHAI
AOYAMA OPTICAL CO. ,LTD
____________________________
(汇票副本)
Answer the following question based on each of the above two
sample.

1. Who is the drawer?

2. Who is the drawee?
3. Who is the payer?
4. Who is the receiver?
5. What is the value of the draft ?
 Listening and Speaking

NEW WORDS

blueprint蓝图，计划 considerate考虑周到的
expertise专业技能 graph图表
penalize处罚 tag 标签
technician技师，技术专家 upgrade升级，改进
violation 违反，违规 Mason梅森（姓氏）
Hans汉斯（姓氏）
Notes

technological know-how专有技术
technology transfer技术转让
industrial property 工业资产
initial down payment起始预付款
product design 产品设计
quality control 质量控制
confidentiality clause 保密条款
 Technology Transfer & Technical Cooperation
Sample Dialogue 1
W: Hello, Mr. Mason.
M: Hello, Miss Wang. I had a good rest at hotel. Thank you.
W: Glad to see you refreshed. We’ve had our report ready. Let’s have a talk about the
project.
M: Fine. Does this graph show your present production?
W: Yes. And the outline here gives a comparison of your company’s production with ours.
M: It’s very considerate of you to do that.
W: Than shall we understand that the joint plant will be established here in our country?
M: Yes. It was agreed last time when we met with your general manager.
W: We hope our cooperation will be mutually beneficial.
M: Me , too.
W: If you’d like to ,I’ll show you around our factory.
M: Thank you. I’ d be very delighted to visit your factory.
 Sample Dialogue2
W: It’s a great honor to have you here visiting our factory.
M: Thank you, and I have found that your factory has very good machinery and
equipment.
W: In fact the quality of our materials is perfect.
M: What you need most is to improve your design.
W: That’s what we have been thinking .So we will highly appreciate your technical
cooperation.
M: I’m glad to cooperate with you. For this, we ‘ll provide you with our latest design and
send you 2or3 technicians to give technical guidance.
W: That’s great. !I know you’ve provided your technological know-how to some other
factories. Their products have become more competitive in quality.
M: Any country, developing or developed, or any enterprise, benefits from imported
advanced technology.
W: I’m sure we’ll reach the advanced world level with your help.
M: I hope so , too.
W: For the details such as the terms of cooperation , the time to send us the designs and
the technicians , the prices and payment terms ,let’s have a further discussion tomorrow.
M: OK. These may need quite some time to negotiate.
Sample Dialogue 3
W: Shall we now discuss the technology transfer?
M: Ah, I’m just coming to that. If you want your products to compete successfully on the
international market, you must have advanced technology.
W: Certainly, and the technology to be transferred should be appropriate to China’s needs.
M: Excuse me , what do you mean by “technology to be transferred”?
W: I mean both the industrial property and the know-how.
M: The know-how we are adopting in our production at the moment?
W: Yes, and we are willing to pay for a certain initial down payment. We also expect that for the
duration of the joint venture, you continue offering us your improved technology expertise.
M: Oh, no. we can’t go that for. You know technology has a price tag. Every year we spend several
million dollars on scientific research. How could the future achievement be committed to this
agreement?
W: We are partners. Isn’t it a joint venture? Your share is 40% of the registered capital. That means
nearly half of the profit will go to you.
M: I admit there is something in what you say. But technology itself creates value. It has to paid for.
W: We think we are partners and should share developments and costs fairly.
M: Then shall we keep this complicated issue for later discussion?
M: OK.
Sample Dialogue 4
W: Well, Mr. Hans, we’d like to talk with you about the possibility of importing some technology
from you.
M: That’s a good idea.
W: Some plants have import their key equipment or production lines based on advanced technology.
Their profits have been increasing and the quality of their products has also been greatly improved.
M: Most enterprises are badly in need of advanced technology. Could you illustrate your case?
W: Well, to upgrade our products to the advanced world level, we decide to introduce your
technological know-how relating to manufacturing process, products design, quality control,
operation management and technical services.
M: Then you have to send your technicians to be trained in our country.
W: No problem. And mean while, you are expected to send several experts here with all the technical
data and blueprints.
M: I have no objection, of course, But there is one thing I should make clear . Technological know-
how is difference from production lines or equipment .Only when it is kept secret , can the owner’s
interest be protected.
W: Yes, I know .We can include a confidentiality clause in the contract .If any violation occurs, the
buyer shall be penalized.
M: Good.
 USEFUL EXPRESSIONS AND PATTERNS

1.We hope our cooperation will be mutually beneficial.

2.We would highly appreciate your technical cooperation.
3.The products have become more competitive in quality.
4.Any country, developing or developed, or any enterprise,
benefits from imported advanced
Technology.
5.The imported technology should be appropriate to China’s
needs.
6.The know-how we expect you to transfer is what you are
adopting in the production at the
7.Most enterprises are badly in need of advanced technology.
8.You are expected to send several experts here with all kinds of
technical data and blueprints.
9.The royalty () rata shall be…of the net sales value of the products
turned out.
10.I’m just coming to that.
11.Oh, no, we can’t go that far.
12. Enhancing () our relationship with China is one of our
important strategies.
13.We need a service manual () in Chinese, so that our engineers
and workers can refer to from time to time.
14.Another point is the performance record () of these machines.
15.I’ll connect into our website on the Internet, download related
information and print it out for you.
Match the items in the following two columns.

technology transfer 技术转让

technological know-how 专有技术
royalty 提成费
initial down payment 起始预付款
industrial property 工业资产
reciprocal contract 互惠合同
compensation trade 补偿贸易
feasibility report 可行性报告
 Complete the following dialogue by choosing from the
responses listed below.
A: Nice to see you again.
B: _____________.
A: Now let’s come to the point （开门见山）.____________,we ’ll accept5% of the net sale price of
the licensed （许可）items during the terms of agreement(协议有效期)
B: ____________. I’m sure you know in the initial stage of operation, the company will have a hard
time.
A: The initial down payment can’t be reduced,__________________.
B: Well, it would work if the royalty payment begins in the third production year, and the rate comes
down to 3%.
A: All right, we’ll accept it,____________________.
B: OK.I think things are quite clear now.
1. but we may consider lowering the royalty rate a little
2. In addition to an initial down payment of $100 000
3. but the amount of $ 100 000 is agreed n then
4. Nice to see you.
5. I’m afraid the initial down payment is too high.
I. Learn to communicate in the given situation.
Student A: manager of a car factory
Student B: the president of US General Motors(通用汽车公司)
A and B are talking about the following points of technology transfer.
good project
machinery
imported technology
industrial property
technological know-how
agreed initial down payment
transferring the existing technology
charge