Transcript unit 8 - 暨南大学精品课程

暨南大学外招生《大学英语》教学课件
College English Course for Overseas Undergraduates
JNU QUALITY COURSE
暨南大学外国语学院
MARKET LEADER
体验商务英语
综合教程第一册
a new language course for tomorrow’s business leaders
intermediate Business English Course Book 1
JNU QUALITY COURSE
暨南大学外国语学院
MARKET LEADER BOOK ONE
JNU QUALITY COURSE
暨南大学外国语学院
ML Book One Unit Eight Overview
Vocabulary
Types of market
Reading
The car market
in China
Language Focus
1) comparatives
and superlatives
2) much / a lot
a little / a bit
JNU QUALITY COURSE
暨南大学外国语学院
Listening
Doing business
in Russia
Skills
Participating in
discussion
Case study
Cara Cosmetics
4
The market came with the dawn of civilization and it
is not an invention of capitalism. If it leads to
improving the well-being of the people, there is no
contradiction with socialism.
Mikhail Gorbachev
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A
Look at the pie chart and answer these questions.
Population by region (in millions)
Asia 3,683(61%)
Africa 784(13%)
North America 310 (5%)
Latin America/
Caribbean 519 (8.5%)
Oceania 30 (0.5%)
Africa 784 (13%)
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Starting up
•
•
1.What is the population of North America?
The population of North America is three
hundred and ten million.
2. What percentage of the world’s population lives in
Europe?
Twelve percent of the world’s population lives in
Europe.
B
Now ask and answer other questions about the chart.
暨南大学精品课程项目
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Vocabulary --Types of market
A
8.1 Listen and report these numbers.
1,255,500 one million two hundred and fifty-five thousand
five hundred
10.5%
B
ten point five percent
Listen and underline the correct numbers.
1 last year the company had a market share of 10.3 / 103 percent
2 last year sales of the main brand increases by 30 / 13 percent
3 last year the company sold more than 850,000 / 815,000 units of Sparkle
4.The company wants to increase its market share to 11.5 / 11.9 percent.
5 Next year the company wants to sell 1,100 / 1,100,000 units of Sparkle.
Vocabulary
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Exercise with numbers
Read the following numbers:
250
200
150
815
279
135 533
473
100
50
0
94年 95年 96年 97年 98年
1,204 8,516 6,121 7,948
10,357
82,710
91,662
424,374 901,845 110,791
37,404,700,609
2,504,986
23,419,340
暨南大学精品课程项目
by $0.25m in
After net income fell ____
1995. there was a strong increase
in 1996 due to increased sales and
reduced costs. This was followed
in net
by a further increase _____
of $0.7m over the next two
income ___
from $1.4m
years: it grew steadily _____
to $2.1m in 1998
in 1996 ____
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vocabulary
C
Match the beginnings of the sentences 1 to 5 with
their endings a) to e).
• Coca-cola is a mass
market product; it
• Selling special interest
holidays is a niche
market; it
• Rolex watches sell in a
luxury market; they are
• An export market
• A home market
暨南大学精品课程项目
a) is a small but often
profitable market
b) is outside the producer’s
country
c) is in the producer’s
country
d) high quality and
expensive goods
e) sells to large numbers of
people
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vocabulary
D
Now think of products which match the types of market
in Exercise C.
• Nike shoes sell in a mass market.
• Ferrari sports cars are a luxury market product.
E
Match the beginnings of the sentences 1 to 5 with their endings
a) to e).
1. A new market
2. A growing market
3. A profitable market
4. A big market
5. An attractive market
暨南大学精品课程项目
a)
b)
c)
d)
e)
is large
allows companies to make
money
is good to enter
is getting larger
is at an early stage
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vocabulary
Match the adjectives from Exercise E with their opposite
meanings a) to e).
F
a) unattractive
5
b) unprofitable
3
c) mature
1
d) declining
2
4
e) small
Now choose adjectives from Exercise E to describe the markets
G
in your country for the following products.
laptop computers
self-help books
holidays abroad video phones
bicycles
beauty products
The market for laptop computers is a mature market.
Selling holidays abroad is a growing market.
Vocabulary
暨南大学精品课程项目
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Reading --The car market in
China
By Oliver August in Beijing
•
Edward Zong, China’s Porsche salesman, is ready for the biggest
boom in the car business since Henry Ford. Only 1 percent of the
1.3 billion Chinese own a car, but sales are 50 percent more than a
year ago.
•
As a result, the country is now the biggest market for some car
manufacturers, and you can read about the end of the ‘bicycle age’
in Chinese newspapers.
•
In Beijing alone, about 4,000 new cars arrive every week and
600,000 new drivers will get licences this year. This is a rise of 40
percent. Sales of 3 million vehicles this year will make China the
fourth largest market in the world.
暨南大学精品课程项目
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reading
Some carmakers need Chinese consumers. Volkswagen will sell
more cars in China than in Germany this year, and Porsche hopes to
double its sales to 60 cars next year.
•
When Mr. Zong was young, children played ball games on
Beijing’s big roads. People didn’t own private cars and only
government drivers, such as Mr. Zong’s father, went faster than
bicycles.
•
These days Mr. Zong waits in car traffic for an hour on his way to
work every morning. The millions of bicycles cause great problems
for other traffic. The government plans to destroy many old areas
and change single-lane roads into eight-lane highways.
•
This year, Mr. Zong purchased his first car, for ￡12,000- a Jeep
Cherokee. He wanted a Porsche, but with a price of more than
￡90,000, this is distant dream for him.
• From The Times
暨南大学精品课程项目
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Porsche
Dr. Ing. h.c. F. Porsche AG,
often shortened to Porsche AG,
or just Porsche, is a German
manufacturer of automobiles. It
was founded in 1931 by
Ferdinand Porsche, the Austrian
engineer who also created the
first Volkswagen. The company
is located in Zuffenhausen, a city
district of Stuttgart, BadenWürttemberg. They currently
produce sports cars and sport
utility vehicles.
In racing, Porsche's main rival
has traditionally been Ferrari,
though their production vehicles
appeal to quite different
personalities
1953 Model
1976 model
1970 model
2007 model
2005 model
2008 model
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reading
A
Find these numbers in the article. Write them in figures.
1.One point three billion
2.four thousand
3. Six hundred thousand
4. sixty
5.Twelve thousand pounds
6.ninety thousand pounds
暨南大学精品课程项目
1.3 billion /1,300,000,000 (line 6)
4,000 (line16)
600,000 (line 17)
60 (line 29)
￡12,000 (line 51)
￡90,000 (line 54)
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reading
B
What does each number in Exercise A refer to?
1. 1.3 billion – the number of people in China
2. 4,000 – the number of new cars that arrive every week in
Beijing.
3. 600,000 – the number of new drivers who get licences
this year.
4. 60 – the number of cars Porsche hopes to sell next year
5. ￡12,000 – the price of a Jeep Cherokee
6. ￡90,000 – the price of a Porsche.
暨南大学精品课程项目
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reading
C
Read the article carefully and complete these sentences.
1.Car sales in China are ___
b a year ago.
a) the same as b) higher than c) lower than
2.China is a big market for ___
b .
a) Ford b) Volkswagen c) Porsche
c causes problem for other traffic.
3.The number of ___
a) cars b) animals c) bicycles
4.The government wants to make roads ___
a .
a) wider b) longer c) cleaner
5.Mr. Zong owns a ___
a .
a) Jeep b) Porsche c) Ford
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reading
D
Find words in the article which mean :
1.time of high sales (paragraph 1) boom
manufacturers
2.makers (paragraph 2)
consumers
3.people who buy (paragraph 4)
double
4.two times as many (paragraph 4)
destroy
5.to damage very badly (paragraph 6)
6. bought (paragraph 7)
purchased
E
Find three words in the article which refer to each of the following.
1.people salesman drivers
consumers
2.business getting better boom
暨南大学精品课程项目
children
rise double (sales)
外国语学院大学英语教学部制作
Language focus
1
Comparatives and
superlatives
We compare two people or things with comparative forms
of adjectives.
Only government drivers went faster than bicycles.
For Volkswagen the Chinese market is more profitable than
the German market.
 We compare three or more people or things with
superlative forms of adjectives.
The country is now the biggest market for some car
manufacturers.
What is the most expensive make of car?
暨南大学精品课程项目
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Language focus 1
A
Correct the mistakes in these sentences.
1.It is more harder to break into export markets than
harder
home markets.
bigger
2.China is a more big market than Japan.
3.Our market share is more low than it was last year. lower
4.The rate of inflation is more bad this month than it worse
was last month.
5.This month’s sales are more high than last month’s. higher
6.The Asian market is more good than the European
better
market for rice.
暨南大学精品课程项目
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Language focus 1
B
Complete the conversations using the superlative
form of the adjectives.
1. This is a good product.
the best
Yes, it’s ___________
product on the market.
2. This is an expensive hotel.
the most expensive place in the city.
Yes, it’s _________________
3. She is a very popular manager.
the most popular head of department in the company.
Yes, she’s _______________
4. This is a cheap product.
the cheapest product in the catalogue.
Yes, it’s _______________
5. This is a very competitive market.
the most competitive market in Asia.
Yes, it’s ___________________
6. This is a bad year.
the worst
Yes, it’s ______________
year in the last ten years.
暨南大学精品课程项目
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Language focus 1
C
Complete the article with the appropriate form of the words in brackets.
profile
•
I opened a hairdressing salon last year. The _________________
most important
(important) thing is to think about your target customers. My
hairdressing salon is located in my parents’ hotel. My customers are
__________
(old) and_________
(rich) than my main competitor’s.
older
richer
• They like excellent service and a cup of coffee. My main competitor’s
younger
customers are ___________
(young) than mine. She offers a
cheaper (cheap) service than I do. However, my salon is
________
• _____________________
(comfortable) than hers. My
more comfortable
most exciting
• _____________________
(exciting) customer is a famous model.
暨南大学精品课程项目
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Listening
Doing business in
Russia
A
8.3 Listen to the first part of a presentation by Anna Nabirukhina
about doing business in Russia. Then tick the correct answers.
1.Which of the following statements is true? ( c
)
a) Russians expect foreign visitors to take them to parties.
b) Russians do business with people who like parties.
c) Russians enjoy entertaining foreign people who visit them.
2.To do business with Russian companies, you need to have ( b )
a) a business arrangement
b) a personal relationship.
c) a useful contact
3. Who do you need in your team? ( c )
a) a friendly person
b) a service provider c) a technical person
暨南大学精品课程项目
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Tips of doing business with Russians
1. Russians are good hosts. They like to entertain
foreign guests, so allow plenty of time for informal
parties and cultural events.
2. They will try to establish a personal relationship
with you. They need to know you as a person
before they do business with you. They need to
trust you.
3. You need to be well-prepared before a negotiation.
Russians usually ask a lot of technical questions.
You need to have a technical person and a Russian
adviser in your team.
暨南大学精品课程项目
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listening
B
Listen to the second part of the presentation. Then
answer these questions.
1. Who should you take on your first visit to a Russian company? C
a) New people
b) Team members
c) senior people
2. When Russians buy products from foreign companies, they offer a
a) to pay as little as possible.
b) to pay a fair price
c) to pay as much as possible
暨南大学精品课程项目
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Tips of negotiating with Russians
1. In your first visit, take a senior people with you.
In your final negotiation, have a top executive lead
your team.
2. In a negotiation, Russians like to start with an
extreme position. When they are buyers, they offer
a very low price. When they sellers, they ask a really
high price. You need to be tough and take an extreme
position yourself.
暨南大学精品课程项目
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listening
C
Listen to the third part of the presentation. Then complete these extracts.
power
1.Russians value information. They think information is ________
, so
they do not tell you everything.
2. It’s important to be patient. Russians take a long time to make a
decision
paperwork to deal with.
_______ and there’s always a lot of __________
body language.
3. You must watch Russians carefully and study their ______
This is very important.
emotional people. Sometimes
4. Remember that Russians are _________
important than facts.
emotions are more __________
暨南大学精品课程项目
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Language focus
2
much/a
lot a little/a bit
We use much or a lot with comparative adjectives to talk about
large differences. Much is more formal than a lot.
Fruit snacks are much healthier than sugary snacks.
New Zealand is a good market, but Australia is a lot more
attractive.
We use a little or a bit with comparative adjectives to talk about
small differences. A little is more formal than a bit.
The PDX100 is a little more expensive than the PDX200.
This month’s sales are a bit higher than last month’s.
Page 125
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Language focus 2
A
Complete these sentences about the cars.
much or a lot bigger than the black car.
1.The white car is ____________
a little or a bit
2.The black car is ______________
bigger than the red car.
暨南大学精品课程项目
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Language focus 1
B
Talk about sales in France and in Spain. Use the chart.
Sales ￡(000's)
2500
2000
1500
Sales in France
Sales in Spain
1000
500
0
1
2
3
4
Quarter
In the first quarter, sales in France were a little higher
than in Spain. In France, sales in the second quarter
were much higher than in the first quarter.
暨南大学精品课程项目
外国语学院大学英语教学部制作
Language focus 1
C
Compare these two pool tables using much, a lot, a little and much.
The Classic pool table is a bit wider than the Trainer pool table.
Trainer pool table
Classic pool table
Width
93 cm
95 cm
Length
176 cm
180 cm
Height
78 cm
80 cm
Weight
25 kg
50kg
Price
￡144
￡280
Vocabulary file page
153
暨南大学精品课程项目
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Skills
Participating in
discussions
A
8.6 Three marketing executives, Jacek, Paul and Anna, talk
about a new morning snack called Krakel. Listen to their
conversation and underline the correct answer.
1.Who does Jacek want to target with the new bar?
a) Children
b) Rich women
c) Young workers
2.Jacek says more people these days
a) do not have breakfast
b
b) have breakfast on the way to work
c) eat breakfast at home
3.Krakel contains
a) no sugar.
a) no fruit.
b
b) a bit of sugar.
4.Krakel contains
c) a lot of sugar.
c
b) a bit of fruit.
暨南大学精品课程项目
c
c) a lot of fruit.
外国语学院大学英语教学部制作
skills
B
Listen to the conversation again. Complete the extracts.
agree with you.
1.Sorry, Paul, I don’t _______
think
2. I _________
we need to target young working people.
right . There is a big market for morning snacks.
3.You ‘re _________
feel
4.How do you ___________
about this, Anna?
like
5.I really ___________
the idea.
Let’s
6.OK.____________
call a meeting and talk to the rest of the
department.
暨南大学精品课程项目
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skills
C
Look at the extracts in Exercise B. Decide whether the
speaker is:
a) agreeing
3, 5
b) disagreeing
c) asking for an opinion
1
4
2
d) giving an opinion
e) making a suggestion
D
6
Work in groups of three. Role play this situation. You are taking
part in a marketing meeting. You are discussing the name and
price of a new cereal bar and how to promote it.
Student A: turn to page 136
Student B: turn to page 139
Student C: turn to page 144
暨南大学精品课程项目
外国语学院大学英语教学部制作
skills
Useful language
Agreeing
You’re right.
I really like the idea.
Giving an opinion.
I think …
In my opinion …
Disagreeing
(Sorry) I don’t agree with you.
I’m afraid I don’t agree.
making a suggestion
Let’s …
How about …
Asking for an opinion
What do you think?
How do you feel about this?
暨南大学精品课程项目
外国语学院大学英语教学部制作
Case study
Background
Cara Cosmetics is an international company
based in Italy. It sells body care products. Its
target market is usually women who buy the
products for the whole family. Cara Cosmetics
is launching a new shampoo.
Competitors’ products
Name
Price
Size
outlets
HairGlow
￡8
￡4
300ml
100ml
Supermarkets
pharmacies
Shinesoft
￡ 10
￡7
￡5
300ml
200ml
100ml
Supermarkets
Pharmacies
hairdressers
Sheen
￡ 14
￡ 10
250ml
150ml
hairdressers
hairdressers
暨南大学精品课程项目
外国语学院大学英语教学部制作
Case study
The new shampoo
The biggest competitor is HairGlow. Look at the options below for
the new shampoo.
Bottle sizes
300ml only
300ml and 100ml
500ml, 300ml, and 200ml
Names
Finesse
Radiance
silk
Age groups
18-25
26-50
51+
Selling price (for 300ml)
Less than ￡ 8
￡8
More than ￡ 8
Target markets
Women who buy the product for the family
Women who buy the product for themselves
Men who buy the product for themselves
暨南大学精品课程项目
外国语学院大学英语教学部制作
Income groups
Low
Middle
high
Main outlets
Supermarkets
Pharmacies
Hairdressers
Case study
task
Work in small groups. Look at the
information and discuss how Cara
Cosmetics needs to launch its
shampoo.
Decide on the name, price, age group,
size, income group, target market and
main outlet.
writing
Write a short description
of the new shampoo for
Cara’s catalogue.
Writing file page 134
暨南大学精品课程项目
外国语学院大学英语教学部制作
暨南大学精品课程项目
外国语学院大学英语教学部制作