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Business English

Introduction Unit
Objectives:
Upon completion of the unit, you
should be aware of:
• the general information of
Business English
• the general information of the
BEC Certificate and BEC Exam
• the content of the textbook《Pass
Cambridge BEC Vantage》
Introduction to Business
English
• What is Business English?
• What is involved in Business English ?
• Why should we learn Business
English?
• How can we learn Business English
well?
What is Business English?
Business English
• a language used in business
situations, which is one of the
branches of English for special
purpose (ESP)
• a mix of :specific content (relating to
a particular job area or industry) and
general content (relating to general
ability to communicate more
effectively in business situations )
What is involved in Business
English?
• English language
• Business communication skills
• Business vocabulary (jargon)
• Cultures
How can we learn Business
English well?
• be quite fluent in basic English
• Acquire new meanings in
business contexts
• obtain related knowledge
• practise
Introduction to BEC
and BEC Exam
• BEC and BEC Exam
• Levels of BEC
• Content of BEC Exam
BEC and BEC Exam
• BEC: Business English Certificate
• examination of English proficiency
designed to meet the requirements in
the workplace
• offers an internationally recognized
qualification in English for business
purposes
• Issued by The University of Cambridge
Examinations Syndicate
BEC Certificate
Why do people take BEC
Certificate ?
• opens the door to
better career prospects
and a better future
• paves the way to higher
education overseas
levels of BEC Exam
BEC Vantage

PASS Cambridge BEC Vantage


• Listening
• Speaking
• Reading
• Writing

published by Economic and Science


press
Listening
A wide variety of listening
material covers 3 tasks (40
minutes):
• gap-filling or note
completion
• matching
• multiple choice
Input And Tasks In Listening
Input Task
• 3 short telephone • Gap-filling (words
conversations (p14) and numbers)
• 2 sets of 5 short • Match monologues
monologues (p14) with topics/places
• A long etc.
conversation or • Multiple-choice
monologue (3-4 comprehension
minutes) (p48) questions
Reading
• Authentic, semi-authentic and
examination-style texts test the
ability to read for gist and specific
information.
• Four parts in the reading of BEC
exam and related tasks
(1 hour)
Reading Part One
• Four topic-related texts (A-D) or one
long text and seven statements
below the texts.
• Match each of the seven statements
with the relevant text.
• Test ability to read for gist and
specific information.
• Example: p85
Part Two
• A 450-550 word text with 5 sentences
missing from it and 7 or 9 optional
sentences below it.
• Insert 5 sentences from the 7 or 9
options into the text.
• Test candidate’s ability to understand
cohesion and coherence above
sentence level.
• Example:P97
Part Three
• Candidates read a 450-550 word text
and answer six multiple choices and
sentence stem completion.
• This tests the student’s ability to read
for gist and specific information.
• Example:p125
Part Four
• Candidates read 200-300 word text
to choose the correct word from a set
of four options to fill each gap in the
text.
• The task for students is to answer
single multiple-choice questions.
• Example on p126
Speaking (14 mins. per pair)
Part Format Input Task
1 Examiner Examiner Speaking about
talks to asks yourself responding
candidate questions to questions. Giving
individually longer responses

2 Candidate Written Short talk


talks to prompt
candidate
3 Candidates Written or Completing a
discuss a visual collaborative task
topic together prompt
Sample questions of
short talks
What is important when…?
Selecting applicants for a job
• Working experience
• Personal qualities
What is important when…?
Choosing a new supplier
• Prices and discounts
• Reputation
Sample question of
collaborative task
Your company is attending a trade fair in a
foreign country for the first time. You have
been asked to help with the preparations
for the trip.
Discuss the situation together, and decide:
• What travel and accommodation
arrangements you will need to make before
the trip?
• Which kinds of business customers in the
foreign country would be useful to know
about, and how could one find about
theses before the trip.
Writing Test
(45 minutes)
Part Input Task

1 Instructions Writing an e-mail, short


memo or note (40-50
words)
2 Letter, memo Writing a letter, short
or note report or proposal (120-
140words)
Samples of written tasks
Electronics Ltd.
3 Stockbridge Road Liverpool LP5 20M
Tel.: 087564789076 Fax:087564747867
Website: www.electronics.com.uk

April 13, 2004


Fuiji Company
153 Ginza-Chome
Tokyo, Japan
Attention: Sales Manager
Dear Sirs,
Re: Portable Colour TV Sets
We have seen your advertisement in the “Electric Frontier”
and are quite interested in your portable colour television set.
Enclosed is our Inquiry Note No.2368. Please quote us the
lowest price C.I.F. Liverpool, stating the earliest date of
shipment.
We look forward to your early reply.

Very truly yours,

ELECTRONICS LTD.
H arold Jones
Harold Jones
Manager
Encl. Inquiry Note
cc: Mr. J.L.Smith, New York
Introduction to the
textbook
• Contents
• Introduction
• Core units
• Self-study
• Exam practice and Exam focus
• Activity sheets
• Typescripts
• Essential vocabulary
• Essential functions
• Answer key
Requirements
• Try to do practices asked positively
in class, please.
• Please finish the tasks assigned to
you on time.
• Please inform me when you can’t
come to my lectures and tell me the
reason for your absence.
Summary
• Business English
• BEC and BEC Exam
• Contents of the textbook
• Requirements
Assignment
• The exercises on p3 &4.
Unit 1 a

Teamwork
Teaching objectives
Upon completion of the unit,
you should be able to:
• talk about teams and teamwork
• practice reading for gist and
specific information
• make and change arrangements
Assessing teams

• Discussion:
• Do you prefer working on your own or
as a member of a team?
• Do you think it is necessary to have a
team leader if you work in a team?
• What makes a good team?
Team and teamwork
Team: a group of people who
work, act, or play together
Teamwork:
• Cooperative work done by a team
(especially when it is effective)
• Cooperative effort by the members
of a group or team to achieve a
common goal.
What makes a good team?
• be cooperative • 齐心协力
• work towards common • 朝着共同的目标努
objectives 力
• exchange views • 交流看法
• share the same value• 具有相同的价值观
• share information • 共享信息
• creative thinking • 创新思维
• different point of view• 不同的观点
• emphasize team spirit • 强调团队精神
Reading tasks
Task 1(p8): Read the article and
answer the questions:
• What did Cussons do?
• What benefits did this bring?
Task 2
• Using the information in the
article, complete each sentence
with a phrase from the list.
What did Cussons do?

• Cussons brought in
• three expatriate managers to work
with the local sales staff in project
teams,
• a consultant, who organized two
one-week courses, working on
team-building and developing
creative thinking.
What benefit did this
bring?
Financial benefits:
• reporting savings of £200, 000 from
the first course and expected savings
of £700, 000 from the second.
Invisible benefits:
• allowed the participants to measure
progress against targets set on the
course and have made people excited
about their jobs
D C B F
Detailed study of words and
phrases in the article
1. Poles apart:be widely separated;
have nothing in common.
Poles:Poland.
本文题目利用了双关语,指卡森公司
与其新收购的波兰分公司原先在团队
合作、公司管理等方面大相径庭,而
通过培训、调整等一系列措施,双方
弥合了这方面的差距。题目的字面意
思是“不再有两极之遥”,可意译为
“弥合差距”。
2. Uroda SA: SA comes from
• 股份有限公司
French Socie ‘te’ Anonyme,
also S/A or S.A.
3. take on responsibility • 承担责任/工作
4. bring in • 接纳,使某人就职
5. work on/at sth. • 致力于,从事于
6. come up with (an ideas, • 想出…
plan, proposal, solution
7.electric • 激动的,刺激的
8.describe sb./sth. as • 描述、表达想法
10. throw/cast new • 提供线索、情况,
light on… 帮助弄清楚
11.put on (discos, a play,• 表演、上演
a concert)
• 赢利,利益,汇
12. return 报,报告
business returns • 营业收入
annual returns • 年度报告
small profits and quick • 薄力多销
returns
14.turnover
• the amount of Business • 营业额,成交量
transacted during a given
period of time
新闻语篇结构简介
• 新闻语篇一般由标题(headline)、导语(lead)
和正文(body)三个部分组成。
• 标题:标题常常以独特、新奇的表达方式和显
要的位置展示在读者面前,以达到引人注目
的效果。作者常利用比喻、双关、押韵、仿
拟等修辞手段,使标题的语言简洁精练、发
人深省。
• 导语:导语一般指新闻报道开端的第一个大自
然段,大多跟在标题下面。导语是新闻的精
髓,它一般围绕新闻报道中的基本要素(即由
who, what, when, where, why, how等引出
的问题)用极其精练的语言把时间的过程和真
相一语道破。
• 正文:是新闻报道的主题部分,它由所要报道
的事实组成,向读者提供事实真相和详细情
况。正文中的信息排序可采用不同的方法,
常用的有:(1)以事实的重要性为排列依据:
最重要的信息放在开头,次要信息在后,对
事件细节逐一补充。(2)按事实发生的时间
顺序排列。(3)混合排列法:用概括性的导
语说明事件的概貌,然后按时间顺序逐一陈
述事实。
• 启示:熟悉新闻语篇的谋篇特点有利于阅读过
程中的信息处理,一般只要阅读了标题和导
语,就能了解一则新闻的梗概,阅读时对语
篇要传达的主要信息就心中有数了。一旦抓
住了语篇的宏观信息。
BEC Exam focus
• Reading Test Part Three
• a 450-550-word text and sentences
stem completion. This tests candidates’
understanding of specific information.
• Tips: read the questions first for the
relevant information. Then read the
relevant passages for detail. This will
help you select the correct option.
Grammatically, all options will fit, so
concentrate on selecting an item with
the correct meeting.
Arranging a course
Read the fax and answer the questions.
Languages for making
arrangements
Summary
• Talk about teamwork
• Reading: how to understand specific
information in an article;
• words and phases in the article.
• Speaking:
• languages for making arrangements
Assignment
1. Words and phrases about teamwork.
2. Work in pairs. Student A looks at the
activity sheet on p145. Student B
looks at the activity sheet on p150.
Use the languages for making
arrangements on p10.
Unit 1 b

Communication
Teaching Objectives
Upon completion of the unit, you should
be able to:
• take and leave telephone messages
• raise awareness of clarity in spoken
language
• practice reading and listening for gist
and specific information
Warm-up questions
• Types of communication used at work?
• The advantages and disadvantages?
Words or expressions for
reference
• snail-mail • 传统的信件
• time-consuming • 省时
• save time/trouble • 省时间,不麻烦
• raise the efficiency in • 提高工作效率
your work
• in written form • 以书面的形式
• refer to it at any time • 你随时可拿来
参考
you like
Reading task
Read the article on English for international
business for gist and choose the most
appropriate heading for each paragraph:
•Communicating internationally
•Over-estimating the fluency of non-
native speakers
•Keeping your English simple
•Understanding cultural differences
•Raising cultural awareness
Detailed study
• Is your English too • 你的英语是否太地道?
English?
• Ask a … and • If you ask…,you will…,
• over-estimate • Over is a prefix, with ns
forming ns, vs, adjs and
advs. It means too much.
• culture-specific • -specific used in a
compound,含“特有的”、
• Limit themselves “限定的”之义
to… • “to” is a prep
Discussion
What difficulties do you have when
communicating with native speakers?
• Fast speed
• Local accent
• Idiomatic language
• Slang expressions
• Differences in cultural background
Leaving voice mails
Listening 1(p13)
Frida Anderson, a manager at Sandelin
AB in Stockholm, receive five voice
mails. Listen and decide what each
speaker is trying to do.

1. B 2. G 3. C 4. H 5. E
BEC exam focus
Listening test part two
In Section 1, candidates listen to five short
pieces in order to identify the topic of each
piece from the list. In Section 2, candidates
listen to another five short pieces in order to
identify the function of each piece. Both
sections test candidates ability for gist.
Incorrect options are included in the recording.
Candidates should not make final decision
until they have heard each piece twice.
Tips for leaving answering
machine messages

•Prepare the listener for the message


•Make requests simple and polite
•Give clear contact information
Taking messages
Listen and write in the missing information
in the form on p15.

1. Trade fair 2. s 126 25 3. 3


4. Tuesday 23/ 23 November
5. (Kati) Gersel 6. the/your message
7. Cancelled 8. not available
9. 27 November 10.confirm
BEC Exam focus
Listening test part One
candidates listen to three conversations and
complete each of the gaps in the gapped text
with one or two words. Each text has four
gaps. This tests candidates ability to listen for
specific information.
Candidates have 15 seconds to read through
each form before listening. The questions
follow the order of the recording. Distractions
may be included in the recording in order to
mislead unwary candidates.
Typical phrases in telephone
conversations
Offering help
Can I help you?
Can I take a message?
Asking for information
Could I ask who’s calling, please?
Could you give me your fax number, please?
Checking information
Could you spell that, please?
So, that’s 27 November.
Promising action
I’ll give her the message as soon as she’s back.
I’ll ask her to call you as soon as possible.
Assignment
•Use the activity sheet on p 145 and
p150 to give and take telephone
messages. Role-play your conversation
to the rest of the class.
•Do self-study on p15-16.
Unit 2a
Entertaining a
client
Teaching objectives
Upon completion of the unit you
should be able to:
• Raise awareness of and practise
techniques for encouraging
conversation
• Practise speaking about general
topics in preparation for the
Speaking Test
Choosing a restaurant
Read the customer satisfaction
form of Signet House
Restaurants (西格奈连锁酒店)and
decide on the three most
important criteria for you and
give reasons for your
choice(p19).
Words and expressions for
reference
• What makes my • 使我的用餐感受
dining experience 与众不同的是
stand out is … • 享受充满魅力、
• enjoy the attractive 令人放松的情调
and relaxing • 享受到友好的服
atmosphere 务态度和舒适程
• have a feeling of 度
friendliness and
comfort
• The classical
interior design • 典雅的内部装
serves as a visual 修就向是一种
feast 视觉美餐
• high-quality • 高质量的服务
service • 满足不同口味
• catering to 的要求
different tastes • 高质量的食物
• good quality of the 和饮料
foods and • 物有所值的服
beverages 务
• value for money
Reading
Would Porters be a suitable
restaurant in these situations?
• an end-of-year office party
or an end-of-week meal
• product launch
• a negotiation or an
evening with a new
client
Detailed study of the
advertisement
• objective • 目标,宗旨
• at high/low price, at
• at reasonable price popular price
• be popular with • 受欢迎 ,招人喜爱的
• alike • adv. 一样地,相似地
• pride oneself • 为…感到骄傲
on/upon • to be of use , to be of
• to be of importance a grey color
• 提供餐饮服务,接待
• to cater for
• 顺路到某处, 同call by
• call in
Making conversation
Listening
• Five people talk about their
business trips. Listen and decide
which of the questions each
speaker answers. Match each of
the five pieces with one of the
questions (A-H).
1. D

2. B

3. H

4. F

5. A
Encouraging conversations

• Showing interest/ surprise


• Asking follow-up questions
• Using the speaker’s words in a
follow-up question
Exercise
Work in pairs. Develop these
statements into conversations.
Try to use the techniques and
expressions for encouraging
conversations.
Unit 2b

Corporate
Hospitality
Teaching objectives
Upon completion of the unit, you should
be able to
• talk about corporate hospitality
• raise awareness of formal versus
informal language in letters
• review language for making and dealing
with invitations
• practice writing a letter of acceptance
Mixing business with
pleasure
• Speaking
Read the profiles of the business
people and match each profile with a
way of entertaining them from the list.
Give their reason.
Words and expressions for
talking about the topic

• a fact-finding mission • 实地考察使


enables the 商人们能了
businessmen to 解公司
understand the company
• 适合他的社
• be fit his social status
会身份
• facilitate one-to-one
conversation • 有利于一对
一交流
• take it as a chance to • 把此作为加强
strengthen business 业务关系的机
ties 会
• have the right • 有适当的谈论
atmosphere to talk 商务的环境
about the business
• can concentrate on • 可以不受干扰
the work without 地把注意力集
distraction 中在工作上
• a chance to know the • 有进一步了解
other person better 对方的机会
Reading
Read the text and match each
numbered paragraph with a title
from the list first; then read in
details to complete the sentence
stems

1. C 2.G 3.F 4.D


1. F 2.C 3.E 4. B
Detailed study of words
• contact •熟人,有业务关系的人,
可能有利用价值的人
• prospect
•可能的/潜在的顾客、 委
• stand around/
托人或购买者
stand about
•闲站着
• having free drinks
•on 指“由谁来支付费用”
on the company
•意味着,说明
• add up to
•(原因、答案、兴趣)
• lie in
在于…
• whisper in his ear
• 在某人耳边低声说话
Arranging a company visit
Mr Fillini, a Purchasing Manager of
Cuore Sportive, has received an
invitation from Angela Goddard of
Trackplus Ltd.
Read the letter and answer the question:
What is the invitation for?
The invitation is for Mr Fellini to visit
the Trackplus factory in Oxford and head
Office in London
Exam focus Writing Test Part Two
Candidates write a 120-140 word
formal business letter or report. All
five prompts given in the input must
be included in the answer. For
letters, candidates are expected to
plan, organize and present their
ideas clearly. Letters should be
divided into clear paragraphs. They
must use appropriate salutations
and closures. Typical written
functional phrases should be used.
Summary
• Techniques for encouraging
conversation in Unit 2a
• Speaking: talk about corporate
hospitality
• Writing: formal languages in letters
Assignment
Write a letter of acceptance
of 120-140 words.
• be clear
• be appropriately formal
• include all the five listed points on p26.
• use the languages in the unit.
Unit 3a

Ordering goods
Teaching objectives
Upon completion of the unit you should
be able to:
• talk about making and changing orders
• raise awareness of clarity in writing and
useful phrases for letter writing
• practise writing short faxes
Placing an order
Speaking
If you work in a mail order company,
when you look for your suppliers,
what qualities do you think you would
consider?
Expressions for speaking
• reliable suppliers • 可靠的供应商
• possess basic qualities• 具有诚实、正
of honesty, integrity, 直、责任心及
accountability, and 可靠性等基本
dependability 品质
• provide good quality • 提供品质优良
merchandise and 的商品
service
• have flexibility towards• 对新的/额外的
new or additional 需求要有灵活
requirements 性
• provide a quality • 提供高质量的
product or service 产品和服务
• make timely delivery • 及时送货
• have attractive and • 有吸引力和竞
competitive price 争力的价格
Reading
• Read the fax and the reply to the fax,
answer the questions below the text.

1.F 2.T 3. F 4. F 5. T
1. to query Korinna’s change of order
2.Antonille thought the two different lengths
for each skirts has been agreed.
3. Antonille is going to wait for Korinna to
confirm the information about the length of
the skirts required before contacting the
vendors.
Reading
Make notes under the headings of
layout(格式), accuracy(准确),
paragraphs(段落), connectors(衔
接词) and sentences(句子) to
improve the fax to make it clearer.
How to make Antonilla’s
fax clear?
• Layout: too dense and off-putting, use
headings, bullet points and brackets
• Accuracy: spell core words correctly,
make good punctuation
• Paragraphs: divide into paragraphs
• Connectors: use connectors
• Sentences: short sentences and one
idea per sentence
Discussing changes
Listening
Listen to the telephone conversation
confirming details of the order.
Listen again and note down
functional phrases, then write formal
written equivalents of these phrases.
Functional phrases
• I ‘m ringing about… • I would like to
• We definitely • I am writing to
want… confirm that…
• Do you think you • Please could you…
could…
• I’ll call them • I will / shall…
• Thanks for… • Thank you for/ I am
very grateful for
• I’ll fax you… • I look forward to
(hearing from you/
seeing you etc. )
Confirming changes
Read the fax on p34 and underline
any items in the fax which seem to
be incorrect.
1. both the Christi
2. will be produce
3. reduce by the quantity
5. need to changing
Essential vocabulary
• to place an order • 发出订单
• to cancel an order • 取消订单
• to confirm an order • 确认订单
• deliver • 交货
• delivery time • 交货期、时间
• delivery costs • 交货费用、运费
• free delivery area • 免费送货区
• to make delivery • 发货
• to take delivery • 取货
Summary
• Speaking: make and change orders
• Reading: improve the fax to make it
clearer with the help of heading,
paragraphs, accuracy, connectors
and sentences.
• Listening: functional phrases.
• Essential words about ordering.
Assignment
Write a 40-50 word reply to Antonella:
• Telling her not to change the charts
• Confirming that all knitted skirts will
be in a standard length
• Suggesting a delivery date for the
finished order.
Unit 3b

Cash flow
Teaching objectives
Upon completion of the unit, you should
be able to
• talk about day-to-day finances
• practise reading for specific information
• practise listening for specific information
• practise writing an-email
• know some technical terms and jargons
Managing cash flow
Reading task: Case Study
Read the case study and answer the
questions :
1. How much money does Steve receive
when he takes the order?
2. How much does the system cost to
build and install?
3. When does he receive final payment?
Reading
1. $1,000, i.e. 10% of the total
price (down payment)
2. $6,920, i.e. components:
$4,000 , 2% early settlement
discount: $3,920 ,
labor costs: $3,000 =$2,700 plus
a further $300
3. up to 30 days after installation
Words and expressions
• place an order • 下定单
• take an order • 接定单
• cash flow • 现金流动、现金流量
• discount • 折扣
• dawn payment • 定金
• early settlement discount • 提前付款折扣
• labor costs • 劳动力成本
• credit terms • 信用期限,信用条件
• outstanding balance • 剩余金额,余额
• cash flow gap • 现金流量差额
Reading Task 2
Summarize Quick Computers’ problem:

Quick Computers has a cash flow


problem. Steve and Sue have to pay
suppliers and wages etc. despite long
periods when they have no money
coming in.
Cash Flow on Sale
of Computer System
Day 1 Day 7 Day Day Day Day
14 28 35 65

inflow +$1,000 +$9,000

out flow -$3,920 -$1,200 -$1,500 -$300

balance +$1,999 -$2,920 -$4,120 -$5,620 -$5,920 +$3,080


$10,000
$8,000
$6,000
$4,000
$2,000 transaction
$0
balance
($2,000)
($4,000)
($6,000)
day day day day day day
1 7 14 28 35 65
Do these words refer to
inflow or outflow?
1.down payment 2.total sales price
3. early settlement discount 4.labor costs
5. wages, 6.outstanding balance
7. to finance 8.interest
inflow:
down payment, total sales price,
outstanding balance
outflow:
early settlement discount, labor costs, wages,
to finance, interest
Improving cash flow
Read the e-mail from Steve to Babara, what
solutions are Steve and Sue considering?
Notice the style of e-mail writing.
Listening
• Listen to Steve and Sue’s discussion
with Barbara.
• Answer the questions on p 37.
• Discuss the attitudes of the three
speakers to early settlement
discounts.
• Look at the tape scripts on p153 and
underline the conditional sentences.
Words or phrases in
listening
• over-trading • 贸易透支
• to figure out a • 找到销售变现(把
quicker way of 销售额变成现金)
turning those 的快捷方法
sales into cash
• margins • 利差,毛利
• Turnover • 营业额
• To finance • 融资,筹措
Conditional sentences
• If we offered 2%, three quarters of our
customers will would pay in ten days.
• If we offered 1% discount, about half
our customers…
• If I were you, I’d really think…
• If we gave a 2% discount, we’d lose
thousands of dollars.
• What if you offered 1% an half your
customers used it?
Summary
• Case study: words and phrase
• Reading: the style of e-mail
• Listening: the conditional sentences
financial words and phrases
Assignment
• Write a 40-50 word reply to Steve
according to the information from
the e-mail in the form of e-mail.
Unit 4a

Brand power
Review
• Words and expressions
• place an order
• take an order
• cash flow
• discount
• dawn payment
• early settlement discount
• labor costs
• credit terms
• outstanding balance
• cash flow gap
Teaching objectives
Upon completion of the unit you
should
• be able to talk about brand and
marketing
• practise reading for specific
information
• practise listening for gist and
specific information
Brand
• A brand is "a name, sign or symbol
used to identify items or services of the
seller(s) and to differentiate them from
goods of competitors.“
• Brand is a name you give to a product
you sell to identify as your product.
Brand becomes a trade mark which can
not be copied, through registration and
can not be copied.
Trademark
• A trademark is a “word, phrase,
symbol, design, combination of
letters or numbers, or other device”
that identifies and distinguishes
products and services in the
marketplace.
• A trademark is one of three legal terms
used to describe “intellectual property,”
the others being patent and copyright.
Marketing
• Marketing is to find customers’ needs
and satisfy their needs.
• Marketing mix: known as the 'four
Ps' :price, place, product, and
promotion.
Selling points

Discuss on:
• What helps you to make your
decision to buy something? And
why?
• Look at your textbook p43 and
tell us what brand of each product
would you buy? Why?
Phrases and expressions for
discussion
• a brand represents a • 一个品牌代表一
certain culture 个文化
• be attracted by the • 被优质品牌形象
quality brand image 所吸引
• the brand name • 名牌具有很高的
carries high credibility 可信度
• brand leader • 畅销品牌
• have a strong sense • 有强烈的品牌
of brand loyalty 信赖感
• good after-sales • 良好的售后服
service 务
• have confidence in • 信赖产品的可
the reliability of the 靠度
product
• consistent quality • 稳定的质量
• user-friendly design • 方便用户使用
的设计
Listening

1. G
2. H
3. D
4. B
5. E
Brand stretching
Reading
1. Read the article and find how the
supermarket chains are stretching their
brands into new markets?
2.Look at the extracts from the advertising
leaflets for Sainsbury’s bank, match
them with the financial products in the
box on p 45.
1. A. 2. C. 3. E. 4.B 5. D 6. E 7. A
Words and phrases in
reading
• bank on a brand • 依赖…获利;对…抱有信心
• select • 精选出来的少数,优等的
• be set to do sth. • 很有可能、即将发生的事

• take over • 从别人的手里接管工作或
职责
• 肯定会,一定会
• be bound to • 招引公众的注意,名声;宣
• publicity 传
• environmental-
friendliness • 对环境无害
• user-friendliness • 用户使用方便
• own-label clothing • 贴自己品牌的服装
• cup-price • 削价的
• retail food market • 食品零售市场
• mortgage • (住房)按揭,抵押
• savings account • 储蓄帐户
• estate agent • 房产商
• bonus points • (消费)积分
• loyalty scheme • 忠实(顾客)奖励计划
• brand loyalty • 顾客对品牌的忠诚
• air miles=air • 里程奖
mails awards
• voucher • 优惠奖券
• target customer • 销售对象,目标客户
• customer- • 以顾客为中心的
focused
Listening
• Listen to David Noble, Director of
Marketing at Sainsbury’s Bank
talking about the marketing of its
financial services, and answer the
questions on p46.
Summary
• Speaking: words and phrases for
talking about brand
• Reading and listening for specific
information
Assignment
• Use some of the phrases in the box on
p46 to give a brief summary of David
Noble’s interview.
Unit 4b

Public
relations
Review
• Phrases for talking about brand
• A article about the services
provided by a famous supermarket
chains: Sainsbury
• Listening: the Director of Marketing
at Sainsbury’s bank talking about
their marketing of financial services
Phrases for talking about brand
• have a strong sense of brand loyalty
• be attracted by the quality brand image
• a brand represents a certain culture
• have confidence in the reliability of the
product
• the brand name carries high credibility
• consistent quality, user-friendly design
and good after-sales service
Teaching objectives
Upon completion of the unit, Ss should
• be able to talk about PR
• practise reading and listening for
specific information
• practise writing a formal letter of
invitation
• describe their duties and responsibilities
Warm-up phrases

• Skoda 斯柯达公司(世界著名汽车公司)
• Octavia 欧雅(斯柯达公司著名汽车品牌)
• Felicia 弗雷西亚(斯柯达公司著名汽车
品牌)
• Czech 捷克
• public image • 公众形象
• advertising • 广告宣传活动
campaign • 公司价值观
• company values • 商品经销特许权,特许经销商
• dealership • 销售网点
• point-of-sale • 公司形象
• company image • 现代的,最新的
• up-to-date • 产品发布会,产品推销会
• product launch • 报界对...的报道
• press coverage
What is public relations?
Decide whether the following are the
responsibilities of the PR or Marketing
Department? 与报界沟通
研究公众的需求
PR
MD
PR
MD 决定产品价格 拓展公司名声

MD
PR
公众对公司价值观的了解
Public Relations
Public Relations refers to the activities
• to enhance the prestige or goodwill of
a company;
• to ensure the company to have a
strong public image;
• to establish and promote a favorable
relationship with the public, through
the media.
Listening
• Listen to the PR Manager talking
about her job and match the verbs
with the phrases.
Phrases to describe duties
and responsibilities
• My job is to… • plan and manage the PR
strategy…
• I’m responsible • dealing with the press, TV
for… and radio… with the public
and personnel…
• My job
involves… • talking and listening to
both the press and the
public.
• In this job you • build long-term relationship
have to… with…
The benefits of good PR
Listening
Listen to Eilish explaining how
Skoda changed public attitude to
the brand when it was
relaunched in the UK in 1995.
Exam focus: Listening
Part Three
• Candidates listen to a 3-4 minutes recording
of one or more speakers and answer eight
multiple- choice questions. This tests
candidates’ ability to listen for specific
information. The recording is heard twice.
• The questions follow the order of the
recording and are clearly signaled by the
speaker(s). Incorrect options are included in
the recording in order to distract unwary
candidates.
Organizing a PR event

Read the schedule of the UK press


launch of Skoda Octovia in 1998
organized by Eilish; complete the
schedule with the information given
and be familiar with the procedures.
Exam focus: Writing Test
Part Two (Letter)
Candidates write a 100-120 word
formal business letter or report. All
five prompts given in the input must
be included in the answer. The task
tests candidates’ ability to produce
an appropriate piece of extended
directed writing.
• For letters, candidates are expected to
plan, organize and present their ideas
clearly. Letters should be divided into
clear paragraphs. Candidates are
expected to know letter layout and
conventions. They must use
appropriate salutations and closures.
Typical written functional phrases
should be used.
A sample of the writing task
in BEC exam
Summary
• Words and phrases for expressing
duties and responsibilities;
• Words and phrases talking about PR;
• How to write a formal information
letter.
Writing (Assignment)
• Write a 120-140-word formal letter
inviting a journalist to the launch,
including the 5 points:
Unit 5a

Relocations
Teaching objectives
Upon completion of the unit, Ss should be
able to:
• talk about relocation
• practise reading for gist and listening for
specific information
• raise awareness of the features of report
writing and practise writing reports
• review comparatives and language of
similarity and difference
Discussion
• Why do companies relocate to
another part of the same country?
• Why do they relocate to another
country?
Suggested phrases for speaking
• get government grant• 得到政府资助
• cheap labor • 廉价的劳动力
• cheaper labor cost • 廉价的劳动力成本
• better transport • 更好的交通网络有
network facilitates 利于公司的发展.
company
• 节省成本
development.
• save cost
• low rates of corporate tax • 较低的企业税
• to get closer to the • 更接近市场
market
• attracted by the pro- • 被有利于商务的
环境所吸引
business environment
• 得到技术更好的
• have access more skilled 工人
workers
Reading
• Read the extract and match each
paragraph with a heading from the
list on p57.
1. B 2.D 3. C 4. E 5. F 6. A
Words and phrases in reading
• cost • 成本
• cost of sales • 销售成本
• cost-effective • 成本效益
• cost of quality • 质量成本
• set-up costs • 创办成本
• Tariff
• 关税
• preferential tariff
• 特惠关税
• import tariffs on cars
• 汽车进口关税
• rate • 比率, 费用、价格
• interest rate • 利息率
• insurance rate • 保险费率
• tax rate • 税率
• rates of inflation • 通货膨胀率
• off-season rates • 淡季价格
• telephone rates • 电话费用
• postal rates • 邮资
• overheads • 指“公司的日常开
支”、“管理费
The overheads are
用”,它包括工资、
the normal costs of
租金、电费、电话
a business, which
费、设备费、邮费
do not change if 等。
production rises.
• 管理费用指经营企
业的日常开支成本,
不随产量的增长而
改变。
Arranging to relocate
.
Fenway Software is relocating several
employees to Dublin and needs to
choose a relocation company
Reading: Read a Listening:Listen to a
brief report on conversation about a
one of the
companies, competitor,Worldwide
ERS, and tick Relocation, and
the services complete the second
offered in the column in the table.
table at the top
of page 58.
• Report on suitability of Executive Relocation
Services ( ERS )
Always give the report
an overall title. Use abbreviations for
names to reduce the
• Introduction number of words.
• This report aims to assess whether ERS
meets Fenway’s needs (see attached
document) in relocating employees and
families to Dublin, Ireland.
The report needs to be
clearly divided into sections.
Each section requires a
suitable heading.
Using linking words to
• Findings connect ideas.
ERS offers a comprehensive house search
service including … Although it offers no…
• Conclusion Use formal
it was concluded that … language and not
short forms
• Recommendations
ERS was felt to offer a high quality…
Keep introductions,
conclusions and
recommendations to just one
sentence.
Notes
• Begin by stating the aims \ purpose of the
report in the Introduction.
• In the finding section, discuss the
discoveries in the research.
• Do not use informal language or short
forms, e. g. It’s, don’t.
• Finish with a Recommendation or
Summary section. In the Conclusion say
which idea is best and why. At last, finish
with your name and date.
Useful phrases for report writing
• Introduction
• The aim \ purpose of this report is to …
• This report aims to …
• This report sets out to …
• Findings
• It was found that …
• It clearly show(s) that …
• Our research into … found …
• It became clear that …
• It suggests that …
• Conclusion(s)
• It was concluded \ decided \ agreed \ felt that …
• No conclusions were reached regarding the …
• In conclusion \ On balance, …
• Recommendation(s)
• We would recommend \ propose that …
• It is recommended \ proposed \ suggested
that … We advice you to …
• Summary
• To summarize, … \ In summary, …
Summary
– We have discussed the reasons of
company relocating.
– We have read a report about
relocating companies.
– We have learned words and
phrases about relocation.
– We have learned how to write a
report.
Assignment
Write a report of 100-120 words
comparing the two companies and
making a recommendation.
Unit 5b

New Premises
Teaching objectives
Upon completion of the unit, Ss should
• be able to talk about office space and
facilities
• practise listening for direction
• review the language of suggesting
Words and expressions
• corporate business area • 商务区、商
(business district, commercial 务地段
district, commercial area)
• 繁华的商业
• high street 大街
• multi-storey office building • 多层办公楼
• underground car parking • 地下停车场
• surface car parking • 地面停车场
• metro station • 地铁站
• full amenities • 全套设施
• establishment • 公司,商业机构
• industrial estate (trading • 工业园区
estate, industrial park)
• work ethic • 职业道德
• floor plan • 楼层平面图
• Accounts Department • 会计部
(Accounts)
• chief accountant • 首席会计
• 收发室
• post room
Finding the right location
• Listening:
Listen and mark the correct office on the
map on p59.
• Speaking:
Give your partner directions from the
metro station near the café to your
office, letter G on the map.
Reading
• Read the article on p61 and complete
the sentence stems.
Phrases for making
suggestions
The following phrases are useful when we
make suggestions:
• Let’s…
• Why don’t we…?
• How/ What about…?
• I think we should…
• Perhaps we could…
• Couldn’t we…?
• If we…, we could/should…
Assignment
• Writing
You are Jim’s assistant. Read the
information about the property and Jim’s
notes on p60. Write a letter of 120-140
words to Gerald at PLP asking for
further information.
Unit 6 a

Reporting
Results
Teaching objectives
upon completion of the unit you
should
• be able to talk about company
performance
• be able to describe changes in
graphs
• practise reading and listening for
specific information
• practise report writing
Measuring performance
• The following information can be
used for measuring the performance
of a company (listed/quoted
company):
profit, turnover, share price, sales
volume, dividend
• All these can be found in the annual
report of a company.
Annual report
• An annual report is written for
shareholders to inform them of the
financial situation of the company. It is
usually a glossy publication which aims to
promote a positive image of the company.
It includes information on company
activities and major developments over the
year as well as financial information about
the company, such as balance sheets and
profit and loss accounts
Listening
Listen to a television report about the
performance of the UK supermarket
chain Budgens and finish the tasks:
Task 1: Which of the following are
mentioned?
profit, turnover, share price, sales volume, dividend
Task 2:Answer the questions on p83.
Words and phrases for describing
the changes of shares
• shoot up • 猛涨
• shares peak at • 股价达到最高点
• the price collapses • 股票蹦盘
• the price falls/goes down • 股价下跌
• shares recover/rally • 股价回升
• go into steady decline • 稳步下跌
• share price is marginally up
• 股价微升
• shares are up slightly by…
• 股价微升
More verbs for describing
changes
• rise/ a rise • collapse/a collapse
• increase/ a increase • slump/ slump
• decrease/ a decrease • peak/ a peak
• Rocket • reach a peak
• be up • level off
• fall/ a fall • Remain stable /
• drop/ a drop constant
• be down
Adverbs:
Describing the degree of change
dramatically
vastly /hugely/enormously

substantially/considerably
Slightly/moderately/a little
Adverbs
Describing the speed of change:

rapidly/quickly/swiftly
gradually

slowly
Example graph

600
500
400
300
200
100

1 2 3 4 5 6
Reading
• Read the extract on p85 and match each
sentence with one of the extracts.
Words and phrases
• company performance • 公司绩效
• performance evaluation• 绩效评估
• annual report • 年度报告
• pre-tax profits • 税前利润
• breakeven • 盈亏相抵(的)
• volatile • 可变的、不稳定的
• disposal (of) • 出售、出让
• balance sheet • 资产负债表、平衡表
• exceptional item • 非常项目
• operational margins • 经营利润
• cost-cutting measures • 降低成本的措施
• • 资源增效计划
resource efficiency program
• sales volume • 销售额
• restructure • (结构)重组
• cash surplus • 现金盈余
• earnings per share • 每股收益
• dividend per share • 每股分红
• assets • 资产
Summary
• We have discussed company
performance.
• We have read extracts about
company’s annual report.
• We have learned words and
phrases for describing changes.
Assignment
• Work in pairs and discuss which of
the two companies featured in the
newspaper snippets it would be a
good idea to invest money in. Why?
Suggested answer
A comparison of ERS and
Worldwide Relocation (WR)
Introduction
The aim of this report is to assess
which of the two companies, ERS
or WR, would be the most
suitable for the relocation of
Fenway employees and their
families from Seattle to Dublin.
Findings
Both ERS and WR offer an
accommodation and school search
services. Both companies can
organise visas and work permits. In
addition to these basic services, ERS
also offers removal and shipping
assistance whereas WR offers an
integration program and assistance
with partner employment. The latter is
a key requirement for Fenway.
Conclusion
It was concluded that both companies
fulfill Fenway’s needs to some extend,
but neither meets all its needs.
Recommendation
We would recommend that Wr be
choosen to facilitate the relocation
process as its services match
Fenway’s requirements more closely
than ERS’ do.
Unit 6b

Environmental
Report
Teaching objectives
Upon completion of the unit, you will
• be able to talk about the impact of
business on the environment
• practise listening for specific
information
• review and practice language for
giving presentations
Assessing environmental
impact

Speaking
• Discuss the environmental impact
• Talk about the measures to reduce
the environmental impact
Environmental impact
• industrial solid wastes • 工业固体废物
• white pollution • 白色污染
• forests overexploitation • 过度利用森林
• deforestation • 森林砍伐
• water and soil erosion • 水土流失
• soil alkalization • 土壤盐碱化
• pesticide residue • 农药残留
• acid rain • 酸雨
• sulfur dioxide (SO2) • 二氧化硫排放
emissions
• 悬浮颗粒物
• suspended particles
• suspended particles • 工业粉尘排放
• dust discharged • 烟尘排放
• soot emissions • 汽车尾气排放
• noise • 噪音
Words and phrases
• readjust energy • 调整能源消
consumption policy 费政策
• formulate waste • 制定垃圾管
management 理政策
guidelines • 对垃圾进行
• collect and separate 收集和分类
the waste • 减少一次性
• reduce disposables 用品
• develop environmentally- • 开发环保型
friendly packing 包装
• use fewer plastic bags • 少用塑料袋
• to green the environment • 通过种树栽
with plants 花绿化环境
• reduce energy • 减少能源消
consumption 耗
Listening
• Listen to Geoff Paddock, Senior Group
Officer at ICI gives a presentation to
potential investors on the company’s
environmental performance and choose
the correct answer.
1.B 2.C 3.C 4.B
Listen again and pay attention to the
languages used for presentation
Making presentations
• A presentation is a formal talk to
one or more people that
"presents" ideas or information in
a clear, structured way.
Languages for making
presentations
Introducing I'd like to start by...
the subject Let's begin by...
First of all, I'll...
Starting with...
I'll begin by...
Ordering Firstly...secondly...thirdly...lastly...
First of all...then...next...after
that...finally...
To start with...later...to finish up...
Finishing one Well, I've told you about...
subject... That's all I have to say
about...
We've looked at...
So much for...
...and starting Now we'll move on to...
another Let me turn now to...
Next...
Turning to...
I'd like now to discuss...
Let's look now at...
Analysing a point Where does that lead us?
and giving Let's consider this in more
recommendations detail...
What does this mean for
ABC?

Giving an example For example,...


A good example of this
is...
As an illustration,...
To give you an example,...
To illustrate this point...
Dealing with We'll be examining this point in
questions more detail later on...
I'd like to deal with this
question later, if I may...
I'll come back to this question
later in my talk...
Perhaps you'd like to raise this
point at the end...
I won't comment on this now...
Summarising In conclusion,...
and concluding Right, let's sum up, shall we?
Let's summarise briefly what
we've looked at...
Finally, let me remind you of
some of the issues we've
covered...
If I can just sum up the main
points...
Assignment
• Prepare a brief presentation on the
company’s environmental performance
based on the information given on p90.
• Try to use the expressions for making a
presentation.
Unit 7a

Health and safety


Teaching objectives
Upon completion of the unit, Ss should
• be able to talk about health and safety
• practise reading and listening for gist
and specific information
• review the language of obligation
Speaking
• Have you ever had an accident?
• What happened?
• Think of three accidents that can
happen in an office.
Accidents in office
• slip on stairs
• trip over the carpet
• fall over computer cables
• strain neck, shoulders and upper arms
• slam fingers in file drawer
• bump your head on the edge of the desk
• cups of hot tea spilled
Injured at work
• Reading: Look at the table on p95
and complete the information with
the percentages in the box.
Listening
• look at the accident report form, listen
to the conversation between a
company nurse and an employee and
complete the form.

the light his balance

stitches painkillers
Expressions of obligation
• to be under an • 负有…的义务,
obligation 有义务做…
• to be obliged to do • 必须做(某事)
sth. • 不得不…
• have to do sth. • 应该、必须
• must • 被要求做…、必
• to be required to 须做…
do sth.
How safe is your workplace?
Reading
• Task 1: Read the leaflet about
assessment and match each of the
steps (1-5) with one of the headings
from the box (A-E). 1 B 2 A 3 E 4 D 5 C
• Task 2: choose the correct sentence
from A-I to fill each gap of the article.
1G 2F 3D 4A 5E
Detailed study
• nothing more • equal to, same as,
than… not more than.
• kook afresh • look again
• be in place • 适当的、 适时的
• be/become • 卷入诉讼
involved in
• 民事责任
action/lawsuit
• 照看、留心
• civil liability
• keep an eye on sth. • 凭本身的权利、能力、
实力、资格
• in one’s own right
Summary
• Read an article about steps to risk
assessment and accomplished a
reading task of which specific
information is needed
• The language of obligation
• Words and phrases for accidents in
office
Unit 7b

Rights at work
Teaching objectives
Upon completion of the unit Ss will
• be able to talk about work-related
problems and their legal
implications
• practise reading and listening for
gist and specific information
• review passives
Warm-up questions
• Are people allowed to smoke in
their workplace?
• Is smoking harmful to people
especially those who do not smoke?
• If you are a non-smoker
surrounded by smokers, what could
you do to protect yourself?
Reading
Read the bulletin about an industrial
tribunal and answer the questions:
• Who won the case – the plaintiff or
the employer? What’s the situation?
• How will this decision affect
employers in the future?
• Are the statements below the article
true or false?
Suggested answer
• The plaintiff won her case.
• In future, companies will need to make
sure they provide reasonable working
conditions for staff and deal with any
complaints promptly. However, this does
not necessarily mean introducing
smoking bans: employers must consider
the views of smokers as well as non-
smokers. 1. F 2. F 3. T 4. T 5. F
Words and phrases
• tribunal rules
• 法庭、法庭仲裁
• legal action
• 法律诉讼
• law firm
• 法律事务所
• go to court
• 上法庭,提出诉
• The Employment 讼
Appeal Tribunal( EAT)
• 劳工诉讼法庭
• staff complaints
• 员工投诉
• plaintiff
• 原告
• breach the contractual
• 违反合同义务
obligation
Language focus
• Read the bulletin again to find examples of
passives and group them under functions
they perform:
Obligation Recommendation Possibility
A smoking policy should
Staff must be They might be
be drawn up…
consulted… faced with…
Employers are advised
The employee They would be
to…
was forced faced with…
to… Employers are
recommended to…
Listening
• Ss read the list of eight reasons why
people lost their jobs (A-H). Ss then
listen to five people talking about why
they lost their jobs and match each
person with one of the reasons.

1. C 2. F 3. A 4. E 5. G
Discussion
• Look at p102 and discuss the
fairness of what happened.
• If you are the manager, how would
you deal with the incidents?
Unit 8 b

Business travel
Teaching objectives
• Upon completion of the unit Ss will
• be able to talk about air travel
• practise reading for specific
information
• practise listening for gist
Listening
• Listen to five businessmen talking
about different travel services and
accomplish the listening task.
1. E
2. H
3. D
4. B
5. A
Airline companies
• British Airways • 英国航空公司
• Ryanair • (爱尔兰)莱纳航空公司
• Prestige Airways • (美国)普雷斯蒂航空公司
• World airway • (美国)世界航空公司
• EasyJet • (英国)易捷航空公司
• Debonair • (英国)戴博娜航空公司
• KLM UK • 荷兰皇家航空公司
• Virgin Express • (比利时)维珍快航公司
• Go • (英国)前进航空公司
Reading
• Task 1: Read the article on p113 and think
of a title for each paragraph.
1. Introduction
2. Characteristics of no-frills airlines
3. Added frills for low-cost airlines
4. The history of Debonair
5. Debonair’s new business class
6. Reactions of other low-cost airlines
7. Consolidation in the low-cost airline sector
Reading
• Task 2: Read the article and decide if the
statements true or false.
• Task 3:Look at the comments on p114
from passengers. Which airline does
each of the sentences refer to?
B
D
C
A
A
B
D
Words and phrases
• air travel • 乘飞机旅行
• baggage allowance • 行李限制
• business class • 商务舱
• creature comforts • 物资享受
• in-flight catering • 航空餐饮
• priority status • 优先权、优先资格
• scheduled flight • 定期航班
• mainstream airlines • 大型航空公司
• low-cost airlines • 低成本航空公司
• no-frills airlines • 经济型航空公司
• high volume route • 航空热线
• in-flight office • 机上办公设施
facilities • 机上提供的食品、
• In-flight catering 饮料
Controlled practice
Match the following words
4
2
6
8
3
9
7
1
5
Summary
• Some phrases about business
travel
• Reading tasks for getting specific
information
• Listening task for getting gist
information
Unit 9 a

Flexible
benefits
Teaching objectives
Upon completion of the unit, Ss
should:
• be able to talk about employment
benefits
• practise reading for gist and specific
information
• practise listening for specific
information
Leading in discussion
• What benefits do companies offer?
• How important are benefits to you when
considering a job offer?
• What benefits would you be interested in:
additional holiday, additional cash
company car, travel insurance
critical illness insurance, pension
accident insurance, retail vouches
Words and phrases
• benefit system • 福利制度
• day care • 日间托儿所
• annual leave • 年假
• base pay • 基本工资
• benefit premium • 福利津贴
• reward • 报酬、奖金
• additional benefits • 附加福利基金
funding • 福利套餐(工资之外
• benefits package 的福利,如健康保险,
住房或股票等)
• life assurance
• 人寿保险
• automobile assurance
• 汽车保险
• health insurance
• 健康保险
• medical insurance
• 医疗保险
• labor insurance
• 劳动保险
• accident death insurance
• 意外死亡保险
• medical expense
insurance • 医疗费用保险
• unemployment insurance• 失业保险
How flexible benefits work
• Reading
• Task 1:Read the information about
PwC’s (普华永道会计师事务
所)flexible benefits system to find out
how the Base Pay and Benefits
Premium are flexible.
• Task 2:Decide if the statements on
p120 true or false.
The advantage of flexible
benefits
• Reading task: read and complete the
documents with the correct benefits
from the list :
Listening
• Listen to a Senior Manager at PwC
talking about the Choices scheme
and choose one letter for the
correct answer.
Summary
• In this unit, we have learned some
phrases about benefits.
• We have done some reading task for
practising reading for special and gist
information.
• We have listened to a talk about a
benefit scheme in PwC.
Unit 9 b

Staff appraisal
Teaching objectives
Upon completion of the unit Ss
• should be able to talk about appraisals
• practise reading for specific
information
• practise listening for gist
The role of appraisals
• Look at the list of reasons for appraising staff,
which are the three most important?
• to assess training and development needs
• to help improve current performance
• to review past performance
• to assess promotion prospects
• to set performance objective
• to review pay
Listening
• Five people talk about their appraisals.
Listen and decide the main topic of
each extract. A current performance
B future targets
C job description
D past performance
E pay
F promotion prospects
G training
H working environment
Phrases in listening
• get down to do sth. • 认真地静下心…
• hand over • 移交,让与
• get nowhere • 一事无成
• it started with the • 以老套的废话开头,
usual stuff stuff为俚语,意为
“废话”
Reading

• Ss discuss whether they have


encountered any of the problems
described in the article and answer
the questions.

1. C 2. B 3. C 4. A 5. C 6. D
Words and phrases

• take sb. to count • 对某人起诉,控告某人


• in the interest of • 为了…的利益、为了…的
• contribute to 缘故
• resort to • 促成 …的因素
• air their grievances • 诉诸,依靠、采用…手段
• give air to their • 公开表示、透露不满
grievances • 起源,发生
• stem from
Summary
• We have discussed the reasons of
appraising staff.
• We have done a reading task for
getting specific information and a
listening task for gist.
• We have learned some words and
phrases.
Assignment

You work in the Human Resources


Department. Write a 40-5- word e-mail
about staff appraisals to managers:
Unit 10a
Marketing
disaster
Teaching objectives
Upon completion of the unit, Ss
should
• be able to talk about marketing
• practise reading for gist and
specific information
• practise listening for gist
Marketing mix
Elements of the marketing mix: 'four
Ps' product , price, place and
promotion.
• Product
• Price
• Place
• promotion
Speaking
• How would the four Ps of marketing apply to
the product on p131:
• Product: holidays in the sun, take a mild sun-
bath, for well-off people, get away from the
crowded resorts (the freedom tobe…)
阳光假日,晒日光浴,适合经济富裕的顾客,
远离拥挤的旅游胜地
• Price: upmarket, comparatively expensive
高档商品,价格相对昂贵
• Promotion: the company uses the
internet, brochures or mailshots, etc. to
promote the product
公司通过因特网、宣传手册、邮寄广告
等手段来促销这一产品
• Place: use travel agents or deal with
customers directly (as the website
address and the telephone number is
provided here)
通过旅行社或直接接待顾客的途径
Reading
• 1:Look at the four stories on p132 about
marketing disasters and see which story
does each piece of marketing advice refer to:
D
A
C
D
B
C
A
Phrases
• golden moment • 宝贵瞬间
• golden hours • 幸福的时刻
• a golden opportunity • 千载难逢的机会
• out of the blue • 突然,出乎意料的
• clean out • 耗尽资产、钱财;把不
受欢迎的人赶走
• (go) into liquidation
• 破产,倒闭
• coincide with
• 与…同时发生,与…相
巧合
Promotions that failed
• Reading: Read the stories about
promotions that failed. Ask Ss how
they think each story ends.
• Listening: listen to three people
talking about failed promotion and
decide which promotion each
speaker is talking about.
1. B 2. A 3.C
Summary
– The element of marketing mix
– Reading and listening
– Words and phrases
Unit 10b

Going global
Teaching objectives
Upon completion of the unit Ss will
• Be able to talk about entering
foreign markets
• practise reading for gist and specific
information
• practise listening for specific
information
Choosing the right product
• Think of three successful products.
Why are they successful?
• invest in research and development
• 在研发方面投资
• listen to their customers
• 听取顾客意见
• understand the market demand
• 了解市场需求
• identify the most valuable promotional
methods识别最有价值的促销方法
• be acquainted with the local values and
social customers熟悉本土市场的价值观
念和社会习俗
• adapt the products to different local
markets使产品适应不同的本土市场
• cater for the taste of the local customers
迎合本地消费者的口味
Case study
• In the 1980s the US hotel group
Marriott Corporation decided on a
strategy of globalization. Put these
Marriott brands into the framework
on p135.
• Read the case study on p 136, and
then check the answer for the most
suitable product for globalization.
Entering the market
• Listening: listen to Donald Fraser, a
consultant at Kennedy, talks about
advising companies on exporting and
choose one letter for the correct
answer.

1.C 2. A 3. C 4. C
5. A 6. B 7. A 8. B
Discussion
• The advantage and disadvantages
Franchise Joint venture Wholly-owned
subsidiary
can share costs and risks
Advantages: complete control
Access to important local
lower financial risk information without the cost local knowledge
of buying a company
control of product cheaper (transporting
Can pool know-how and goods etc.)
avoids the conflicts knowledge
of joint ventures
One company might exploit
and/or terminate its
agreement with its partner
more investment
Disadvantages necessary-higher risk