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Teaching Courseware:

New Business EnglishIntensive Reading

Book One

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Unit Two --- Reading I

Marketing and Promotion

• Warm--up• Text• Translation• Notes• New Words• Examples• Exercises• Extended Activities

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Examples

1. market potential: 市场潜力

2. feasible a. 可行的 e.g. a feasible solution Now that we have the extra resources, the scheme seems

politically / financially / technically feasible. It’s quite feasible that we’ll get the money. Feasibility ( 可行性 ) is the noun form of feasible.

3. to see if / what: 发现 ; 认定 e.g. I’ll call him and see how the job interview went. She went outside to see what was happening I’ve just come to see if you want to go out for a drink.

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4. in other words: 换言之 ; 那就是说 e.g. Your performance in the exam did not reach the required

demand, in other words, you failed.

5. viable a. 切实可行的 synonym: feasible e.g. The scheme is not economically viable. viability n. e.g. commercial viability 商业上的可行性 the long-term financial viability of the company 公司的长期财政活力

6. exhibit vt. 展览 e.g. Her paintings were exhibited at a gallery.

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7. assess vt. 评定，评价， 估价，估计 e.g. He’s so lazy that it’s difficult to assess his ability. It’s too early to assess the effects of the new law. They assess the value of the house at $60,000. synonym: evaluate

8. stand n. 售货的亭子 / 摊位或者柜台 e.g. a hotdog stand an exhibition stand

9. sample n. 样品 e.g. samples of a new shampoo

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10. trade fair: 贸易展销会 ; 商品交易会 Fair can also mean a gathering held at a specified time

and place for the buying and selling of goods; a market or an exhibition, as of farm products or manufactured goods, usually accompanied by various competitions and entertainments. ( 博览会 , 通常带有竞争性和娱乐性 .)

11. representative n. ( 公司 ) 代理人 e.g. The role of the sales representative is extremely

important in the organization’s overall sales effort.

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12. prospective customer: 潜在的客户

13. publicity n. 宣传 e.g. We have planned an exciting publicity campaign with our advertisers.

publicity n. 宣传 ; 宣扬 propaganda n. ( 贬义词 ) 尤指政府为了影响民意而进行的宣传 e.g. We will hold a big publicity campaign to highlight the dangers of smoking . Their speeches have been exposed as pure propaganda.Therefore, the Chinese expression 宣传部 should not be translated into “Propaganda Department”, instead, a proper translation should be “Publicity Department 宣传部” .

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14. hand out: 分发 ; 散发展 e.g. Hand out the books to everyone in the classroom. He’s very good at handing out advice !

“handout” : 发给出席讲座等的听众的印刷品 ; 讲义

15. 辨析 brochure, booklet & catalogue brochure n. 小册子 , 常包括推销材料或产品信息 . booklet n. 小册子 e.g. We bought a booklet about the castle 城堡 from the tourist office.

catalogue n. 商品目录 e.g. a mail order catalogue; an online catalogue

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16. press conference: ( 产品的 ) 新闻发布会

17. promote vt. promotion n. 1) 提升 e.g. My daughter’s just been promoted. The young army officer was promoted to the rank of captain. They promoted him captain.

2) 推销 ( 货物 ) e.g. They staged a big advertising campaign to promote their new product.

3) 促进 ; 增进 ; 推动 e.g. Milk promotes health. We must make new efforts to promote human peace and development.

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18. model n. 产品型号或款式 e.g. a luxury /new model

19. make up 1) 形成 ; 组成 ; 构成 e.g. Farming and mining make up most of the country’s industry. 2) 虚构 ; 捏造 e.g. He made up an excuse for his being late. 3) 化装 e.g. She never goes out without making herself up first.

“Make-up” 化妆 ; 化妆品 is the noun form, which means the powder, paint, etc. worn on the face, either by actors or for improving one’s appearance.

Therefore, we have the following phrases: eye make-up 眼影 ; stage make-up 舞台化妆 .

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20. display vt. 呈现 ; 展示 e.g. Why don’t you display your ad on the notice board where everyone can see it? The permit 许可证 should be clearly displayed in the front window.

21. for short: 简略为 ; 简称 e.g. My name is David ,or Dave for short.

A similar phrase containing “short” is in short ( 简而言之 ), which means “ to put it into as few words as possible”, e.g. This is our most disastrous and embarrassing defeat ever; in short, a fiasco ( 惨败 ).

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22. campaign n. 以达到某一目的而采取的一项或一系列活动 e.g. an advertising campaign for a new product

23. “an advertisement campaign on a new product”: Here “on” means “affecting / relating to “( 关于 )” e.g. a book on China new evidence on the matter 24. (be) known as / to be : 以……而闻名 e.g. Hangzhou and Suzhou are known as paradise on earth China is known to be a populous country.

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25. 辨析 customer and client A customer is a person who buys goods or a service. e.g. Mrs. Low can’t come to the phone—she’s serving a customer. Mrs. Wilson is one of our regular customers.

A client is a person who receives services; so if you are paying for services, for example, from a lawyer or a bank, you are a client. e.g. Mr. Black has been a client of this from many years.

26. as …as possible: e.g. as soon as possible as many as possible as simple as possible as early as possible

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27. order n. 订单 e.g. Can I take you now or would you like to have a drink first? I would like to place (=make) an order for a large pine table.

order v. 订货 , 下订单 e.g. Are you ready to order, or would you like to look at the menu for a little longer?

28. delivery (of goods) n. : transport of goods to a customer’s address. 交货

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29. replacement n. 代替者 , 替换物 e.g. We are out of stock and waiting for replacement. 我们现无存货 , 正等待进新货 .

30. spare parts: 备件

31. component n. 元件 , 部件 e.g. These companies make electronic components for computer products.

32. service v. 维修 ; 保养 e.g. I’m having the car serviced next week.

33. machinery ( 总称 ) 机器 e.g. New machinery is being installed in the factory.

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34. 辨析 affect and effect “affect” is a verb 动词 , meaning “ to have an influence on”, while “effect” is usually a noun 名词 , meaning “ the result of a particular influence”.

e.g. The divorce affected every aspect of her life . The team’s performance was affected by the rain. I think all the worry has affected my brain! The disease only affects cattle. I was deeply affected by the film. Government policy will not affect us / will not have any effect on us.

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Exercises

.Ⅰ Read the text carefully again and discuss the following questions..Ⅱ Choose the best answer to complete the following sentences..Give the English words or phrases according to the meanings provideⅢ

d..Ⅳ

Put the following words expressions from the text in the blanks to complete the sentences. Make changes where necessary.

.Ⅴ Rewrite the following sentences and replace the underlined words with appropriate words or phrases from the text.Ⅵ. Word study: For each of the following clues, use the given prompts to produce sentences in the same way as shown in the model.

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1. What does a company often do when it lands on a new market? The key comes from Paragraph 1: They often do some market research or preliminary study to see if the project is feasible. 2. What is the purpose of doing market research? The key comes from Paragraph 1: To see if the project is feasible, or to see if they will make money by selling in the new market, or to see if the product is viable.

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3. What does a company exhibit at a trade fair? The key comes from Paragraph 2: Samples of their products.

4. Why does a company exhibit its goods at a trade fair? The key comes from Paragraph 2: The company can exhibit some samples of their products, see what response they get from prospective customers and the trade fair is also a form of publicity.

5. What will company representatives probably do to further promote their products? The key comes from Paragraph 2: Hand out publicity brochures to promote the product further.

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6. What will companies do if they want to promote a particular model or range?

The key comes from Paragraph 2: Hold a press conference.

7. What does launching a product mean? The key comes from Paragraph 3: Starting an advertising campaign on a new product is

known as launching the product.

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.8. What does a client usually want to know before placing

an order? The key comes from Paragraph 4: Make inquiries about the products. They want know

many things--- how long delivery takes, whether the company can supply replacements and spare parts, what the after-sales service is like, etc.

9. What will directly affect a company’s sales performance? The key comes from Paragraph 4: Whether a company can provide good after-sales service

or not may directly affect the sales of its products.

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10. How do companies usually promote or publicize a new product?

The key comes from Paragraph2--- 4: To take a stand at a trade fair; to hand out publicity brochures;

to hold a press conference or have some reports about products; to place advertisements in magazines or newspapers or on TV or Internet; to take a lot of advertising campaigns with colored background, attractive music, entertainment or performance or model show; to answer questions well or promise a good after-sales; to provide a chance to use freely or send something as a gift; to give a discount; to have receptions or parties; to help the people in troubles or contribute to our society or motherland, etc.

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4. Promotion aims to ________. a. further publicize a product b. raise customers’ interest in a product c. make full use of the market potential d. offer lower price and better service to customers

5.______ is (are) usually displayed in a company’s catalogue. a. The company’s profile b. The company’s structure c. The company ‘s product rang d. The company’s promotion activities

Key: a. b. a. b. c

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3. Before a client places an order he or she wants to know all of the following BUT________. a. whether the company will exhibit its products at a trade fair b. whether the company can supply replacements and spare parts c. whether the company can deliver the ordered product promptly d. whether the company can provide necessary maintenance or servicing

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4. Promotion aims to ________. a. further publicize a product b. raise customers’ interest in a product c. make full use of the market potential d. offer lower price and better service to customers

5.______ is (are) usually displayed in a company’s catalogue. a. The company’s profile b. The company’s structure c. The company ‘s product rang d. The company’s promotion activities

Key: a. b. a. b. c

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1. client 客户 a person with whom business is done or a person who pays for a service

2. promote 推销 , 推广 to increase the sales (of a new product) by publicity, sales campaigns, TV commercials or free gifts

3. catalogue 目录 a list of places, names, objects, goods, etc.

4. delivery 递送 , 运送 the act of taking or giving something to someone, or the things taken or given

5. market 市场 a building, square or open place where people meet to buy and sell goods.

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6. launch 推出 ( 新产品 ) to put (a new product) on the market (usually spending money on advertising it )

7. company 公司 an organization made up of people who work together for the purpose of business or trade

8. range 系列 a set of different objects of the same kind

9. after-sales service 售后服务 service of a product carried out by the seller for the buyer

10. campaign ( 宣传或销售某商品的 ) 活动 a series of planned activities with a particular commercial aim