Transcript Career English

Read and Think
Selling a Product & Service
In order to sell your products or services well, you have to
clearly explain your products or services, identify their features
and benefits, and discuss what needs or problems they address
in the market.
If you are selling a product, your reader will want to know
what it is, what it does, and its features and benefits. Consider
including pictures if they would help your reader get a better
understanding of your product. Describe its size, shape, color,
cost, design, quality, capabilities, technological life-span and
patent protection. You may also wish to explain how it is
produced, the materials required, and the type of labor needed.
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Read and Think
If you are offering your customers a service, explain what
that service is, how it works, and what need it addresses in the
marketplace. Where will you operate? What makes your service
different? What materials or equipment is needed? What are your
days and hours of operation? Explain the steps in your service
process and the benefits you offer your clients. Remember to
offer enough information to satisfy an outsider's need to
understand your service without boring them with trivial details.
No matter whether you are selling a product or offering a
service, one important thing that you must keep in mind is to
emphasize your USP - Unique Selling Proposition. Your USP is
the proprietary
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Read and Think
information that sets your product or service apart from your
competition. If you are using your business plan to solicit funds,
this is what your reader will want to see. If it is an internal
document, your USP will be critical to your sales and marketing
strategies. Without a USP, your product or service will appear
dull and there will be no compelling reason for people to buy it.
What would some USPs be? For a food product, it could be a
proprietary recipe (like Kentucky Fried Chicken's secret recipe)
or a special way the food is served (like Boston Market's handcarved turkey). (329 words) translation
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Read and Think
Task 1 Find out more information about USP.
USP, the Unique Selling Proposition (also called Unique
Selling Point) is a marketing concept that was first proposed as a
theory to explain a pattern among successful advertising
campaigns of the early 1940s. It states that such campaigns made
unique propositions to the customer and that this convinced them
to switch brands. The term was invented by Rosser Reeves of
Ted Bates & Company. Today the term is used in other fields or
just casually to refer to any aspect of an object that distinguishes
it from similar objects. Also, a number of businesses and
corporations currently use USPs as a basis for their marketing
campaigns.
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Read and Think
Task 2 Tell whether the following statements are true
or false. Write T for True and F for False.
1. In order to sell your products or services well, you have to
clearly explain your products or services. T
2. In order to sell your products well, you have to identify their
features and benefits. T
3. When selling a product, you need to introduce its features and
benefits instead of its technological life-span and patent
protection. F
4. When selling a service, you are required to explain what need it
satisfies in the marketplace. T
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Read and Think
5. In order to help your customers get a full understanding of
your service, you should provide them with trivial details that
will bore them. F
6. USP is one important thing that you must keep in mind no
matter you are selling a product or a service. T
7. For a food product, its USP could be a proprietary recipe or
some special way it is prepared. T
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Read and Think
Match A with B
1- b 2-d 3-e 4-g 5-h 6- i 7- j 8-c 9-f 10-a
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Read and Think
Fill in the blanks with the right words or phrases. Change the
form where necessary.
address emphasize set…apart bore identify
critical capability feature benefit solicit dull internal
emphasize the fact that she is the right person for the job.
1. I must ________
dull
2. In order to avoid a _________
life, he decided to find a new job
with more challenge.
feature of this
3. Traveling a lot on business every year is a _________
position.
set apart during
4. All applicants who are running a fever will be ________
the recruiting.
Read and Think
solicit your advice on how to get preparation for the
5. May I ________
coming job interview?
bored
6. The interviewee’s long speech __________
the manager.
internal affair and no interference is expected.
7. This is our _________
identify
8. To be a good marketer, one must not only _________
consumer needs, but also anticipate them by developing new
products.
benefit
9. In the end, it all worked out to our ____________.
address
10. These products __________
the special needs of the disabled.
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Section 3
Things to Write
Task 2 Study the following language for writing.
Section 3
Things to Write
Sentence patterns:
You can use them not just…but also… 你不仅可以用它们…而
且还可以..
The design allows…这种设计允许…
It can be used for . . . 该产品可用来…
You can use it to . . . 你可以用该产品来…
You can . . . with it 有了该产品, 你可以….
This product features . . . 这件产品具有…特点.
The effect of….is very good. ….效果很好
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Section 3
Things to Write
Task 3 Study the following model for witing.
Baby Sleeping Bags
Our baby sleeping bags are made from fine quality fabrics
(织物), are machine washable. They have features of a full length
zip (拉链) for easy changing and are designed for all year round
except peak summer. The design allows air to circulate (循环),
keeping your baby at a comfortable temperature throughout the
night. Being safe and practical is just two of the reasons why in
the UK baby sleeping bags are becoming an increasingly popular
alternative (替代品) to sheets and blankets. They're also
extremely convenient and ideal for holidays. You can use them
not just in baby's bedroom, but also when visiting friends or on
long journeys.
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Section 3
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Things to Write
Section 3
Things to Write
Task 2 Complete the company profile by translating
the Chinese given in brackets into English.
The ET-Pure device is very compact. The bottle can be 1)
separated from the device easily (轻易地与设备分开) using
___________________________
patented "Cap-style" design. The device will automatically stop
generating pure water 2) _______________________
(当瓶子满
when the bottle is full
了时). One ET-Pure device can 3)
generate
20 bottles of drinking water per day (每天可以生产20瓶饮用
________________________________
水). 4) ________________________
(瓶子的容积) is 2.5 gallons
The volume of the bottle
which is suitable to carry for outdoor use. The "big cap" design of
the bottle 5) __________________
(使得使用者能够) to clean
enables the user
the tank quickly and easily. There is no worry about second-time
pollution. The bottle can be installed into any dispenser by using a
than buying bottled water (比
funnel on it. It saves more money 6) ____________________
买瓶装水).
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Section 4
More Things to Do
Read the passage and fill in the blanks with
appropriate words from the box below.
professional access
search engines options
increase protected classified connected to
implementing options return promote
How to Sell a Product Online
It seems everyone is selling his or her wares (物品) on the
Internet. To get your company and your product online, you'll
need the following things: website developers, web software,
domain names (域名), and search engines (引擎).
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More Things to Do
Instructions
Step 1
Launch (发布) your own website. Contract a website hosting
access to a web-server,
company that will provide you with 1) ________
an Internet address and e-mail.
Step 2
search engines Register with each
Sign up (签约租用) for 2) _______________.
one individually or look for companies that can register you with
many search engines, Internet malls and Internet directories for a
discount price. They will also make suggestions on ways to 3)
increase
____________
the number of visitors to your site by registering
certain search words and phrases.
Section 4
More Things to Do
Step 3
professional You don't have to
Design your site so that it looks 4) __________.
spend a fortune, but try to be original.
Step 4
Exchange banner ads (横幅广告) with other websites to help
attract visitors to your site.
Step 5
promote your site offline. Put your Web site address on
5) ____________
business cards, letterhead, fliers (广告传单) and sales tags (标
签) and in 6) _____________
ads.
classified
Step 6
Provide as many 7) ______________
as possible for people to do
options
business with you online. Accept credit cards, take orders via fax,
mail and telephone, and agree to deliver c.o.d. (货到付款)
Section 4
More Things to Do
Step 7
return
Establish a steady supply of 8) ____________
customers by
maintaining a high standard of customer service and
implementing a policy of product guarantees.
Tips & Warnings
connected to
Choose a domain name that's easily 9) _______________
your
company or product name. If your company name is Acme and
you sell a product called Rough and Tough Trash Cans, your
domain name should be acme.com, acmeroughandtough.com,
roughandtough.com or something similar. Take every precaution
to make sure that the personal data transmitted (传输) between
protected
site visitors and you is 10) _____________.
(327 words)
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Section 4
More Things to Do
Task 2 Choose the answer that best completes each
sentence.
1. To get your company and your product online, you'll
need things except______.
A) website developers
B) domain names
C) search engines and Web software
D) Credit cards
Section 4
More Things to Do
2. Contract a website hosting company and they will
_______.
A) accept your credit cards
B) sell your products well
C) offer the services you need
D) bring you lots of customers
Section 4
More Things to Do
3. The word “precaution” in the last paragraph most
probably means ________.
A) preventive action
B) preparatory step
C) careful plan
D) thoughtful idea
Section 4
More Things to Do
4. The options provided for people to do business with
you online do not include _______.
A) accepting credit cards
B) taking orders via fax, mail and telephone
C) agreeing to deliver c.o.d.
D) door to door service
Section 4
More Things to Do
5. The personal data transmitted between site visitors
and you online must be ______.
A) promoted
B) professional
C) protected
D) individual
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Read and Think
Selling a Product & Service
In order to sell your products or services well, you have to
clearly explain your products or services, identify their features
and benefits, and discuss what needs or problems they address
in the market.
If you are selling a product, your reader will want to know
what it is, what it does, and its features and benefits. Consider
including pictures if they would help your reader get a better
understanding of your product. Describe its size, shape, color,
cost, design, quality, capabilities, technological life-span and
patent protection. You may also wish to explain how it is
produced, the materials required, and the type of labor needed.
back
Read and Think
Selling a Product & Service
In order to sell your products or services well, you have to
clearly explain your products or services, identify their features
and benefits, and discuss what needs or problems they address
in the market.
If you are selling a product, your reader will want to know
what it is, what it does, and its features and benefits. Consider
including pictures if they would help your reader get a better
understanding of your product. Describe its size, shape, color,
cost, design, quality, capabilities, technological life-span and
patent protection. You may also wish to explain how it is
produced, the materials required, and the type of labor needed.
back
Read and Think
If you are offering your customers a service, explain what
that service is, how it works, and what need it addresses in the
marketplace. Where will you operate? What makes your service
different? What materials or equipment is needed? What are
your days and hours of operation? Explain the steps in your
service process and the benefits you offer your clients.
Remember to offer enough information to satisfy an outsider's
need to understand your service without boring them with trivial
details.
No matter you are selling a product or offering a service, one
important thing that you must keep in mind is to emphasize your
USP - Unique Selling Proposition. Your USP is the proprietary
back
Read and Think
If you are offering your customers a service, explain what
that service is, how it works, and what need it addresses in the
marketplace. Where will you operate? What makes your service
different? What materials or equipment is needed? What are
your days and hours of operation? Explain the steps in your
service process and the benefits you offer your clients.
Remember to offer enough information to satisfy an outsider's
need to understand your service without boring them with trivial
details.
No matter you are selling a product or offering a service, one
important thing that you must keep in mind is to emphasize your
USP - Unique Selling Proposition. Your USP is the proprietary
back
Read and Think
information that sets your product or service apart from your
competition. If you are using your business plan to solicit
funds, this is what your reader will want to see. If it is an
internal document, your USP will be critical to your sales and
marketing strategies. Without a USP, your product or service
will appear dull and there will be no compelling reason for
people to buy it.
What would some USPs be? For a food product, it could be
a proprietary recipe (like Kentucky Fried Chicken's secret
recipe) or a special way the food is served (like Boston
Market's hand-carved turkey).
back
Language Study
identify: to say, show, prove, who or what sb or sth is;
establish the identity of 认出，鉴定
For example:
A good marketer should be able to identify the status of
clients.一个好的营销人员应该能够明确客户类
别。
Can you identify your company’s umbrella among this
lot? 你能在这些伞中认出你公司的伞吗？
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Language Study
feature: a (typical or noticeable) part of quality 特征，
特色
For example:
The sole redeeming feature of this job is the salary.这份
工作唯其薪水尚可弥补一切之不足。
That's been a feature of my last few interviews.这是我
过去几场面试的一个特点。
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Language Study
benefit: advantage; good effect 利益，裨益
For example:
This project is of great benefit to everyone. 这项工程对
每个人都大有好处。
What is the benefit of doing that? 这样做有什么好处？
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Language Study
address: to be or give enough for; fulfill (a need, desire,
etc) 满足（需求，欲望等）
For example:
Every effort is made to address customer needs. 要尽每
一份努力满足顾客的需要。
It seems that our company can’t address your desire to
be a manager. 看来我们公司不能满足你要做经理
的欲望。
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Language Study
Consider including pictures if they would help your
reader get a better understanding of your product.
consider doing sth.: think about doing sth. 考虑做某事
For example:
We are considering reorganizing the production process.
我们正在考虑改进生产过程。
I considered employing Mr Smith but decided that Mr
Jones was more suited to the job. 我本来想聘史密斯
先生，后来认为琼斯先生更适合这个工作。
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Language Study
get a better understanding of: to understand fully or
better 更好地了解
For example:
To get a better understanding of how advertisers
persuade us to buy their products, we'd better have a
bird's eye view of human nature.为了更好地了解登广
告的人是如何向我们宣传买他们的产品的，我们最
好全面分析一下人的本性。
Only when we get a better understanding of the
importance of our job can we do it well.
只有当我们更好地了解工作的意义，我们才能把工
作做好。
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Language Study
capability: the capacity to be used, treated, or
developed for a specific purpose 性能; 容量
For example:
the capability of the metal to be fused 金属的可熔合
性
nuclear capability核能
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Language Study
technological: of or related to technology 科技的，工
业技术的
For example:
This is one of the great technological advances of the
20th century.这是20世纪伟大的科技进步之一。
Our product and technological level leads in this field in
China.产品和技术水平在国内属领先水平。
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Language Study
patent: the right given in such a piece of writing 专
利权
For example:
It is a patent product in my company. 这是我公司的一
项专利产品。
He has applied for a patent on his latest invention. 他已
替他最新的发明申请了专利。
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Language Study
labor: work or effort 劳动，劳力
For example:
We are short of skilled labor.我们缺少技术工人。
He was given 5 months' hard labor.他被处罚做五个月
的苦工。
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Language Study
client: a person who buys goods or services from a
shop or person trading, esp. regularly顾客，主顾
For example:
The manager said that he believed the client would
come next week.经理说他相信客户下周会来的。
I need you to go through our client list.我需要你把客户
的名单看一遍。
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Language Study
outsider: person who is not, or who is not considered to
be, a member of a group, society, etc 局外人; 外行
For example:
I feel like a total outsider at the company. Nobody wants
to tell me what's going on.我觉得自己在公司里好像
是个局外人。没人要告诉我到底发生什么事了。
Well, that certainly proves you're an outsider.这确实证
明你是个外行。
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Language Study
bore: to make (someone) tired or uninterested, esp. by
continual dull talk令人厌烦
For example:
The boss bored us all by talking for hours about his new
house.老板连续几个小时大谈他的新房子，使我们
大家都厌烦透了。
Lengthy self-introduction always bore interviewers.冗
长的自我介绍总使面试者厌烦。
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Language Study
trivial: of little worth or importance 琐碎的，无足轻
重的
For example:
We won’t accept any workers who often get angry over
such trivial matters.
我们不会接收任何为这么小的事动肝火的工人。
The manager warned us not to waste our time on these
trivial things.经理警告我们不要把时间浪费在这些
琐事上。
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Language Study
detail: a small point or fact 细节，小事
For example:
The full details of the agreement haven't been made
public.协议的细节尚未公布。
Let me give you more detail. 让我来具体说明。
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Language Study
No matter you are selling a product or offering a
service, one important thing that you must keep in
mind is to emphasize your USP.
No matter how/when/where/why/what/which/who…:
it makes no difference … 无论，不管
For example:
No matter how hard I work, there is always more to do.
不管我干得多么卖力，总是有做不完的工作。
No matter where you work, you can always find time to
study. 无论你在哪里工作，你都能找到时间学习。
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Language Study
keep… in mind: not to forget something; include something into
one’s considerations 不忘记，记住
For example:
You should keep in mind that you are only a waitor.你应该记住
你仅仅是一个服务生。
I hope you will keep in mind what I am saying.我希望你把我所
说的话记在心里。
emphasize: to place emphasis on 强调；特别重视
For example:
The boss always emphasizes the importance of training.老板总是
强调培训的重要性。
What special features should I emphasize in the advertisement?在
广告中我必须突出新产品的哪个特性？
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Language Study
proprietary: owned or controlled by sb; held as
property 独有的，专有的
For example:
But our software's not proprietary.但我们的软件不是
私有的。
The products produced by our company are completely
unique and proprietary.我们公司出产的产品是完全
独特的和专有的。
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Language Study
set apart: 拨出；隔离
For example:
One day of the week should be set apart for relaxation.
每周应该拨出一天时间休闲。
He was set apart because he suffered an infectious
disease.他被隔离开了，因为他得了传染病。
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Language Study
solicit: to ask for (money, help, a favor, etc.) from (a
person) 请求，乞求
For example:
We solicit your close cooperation with us in this matter.
我们恳求您就此件事能给予协助和合作。
I solicit the favor of an interview, and assure you that if
appointed, I will do my best to give you satisfaction.
恳请惠予面试之荣。如蒙录用，本人必竭尽所
能，为贵公司服务，以符厚望。
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Language Study
internal: of or in the inside, esp. of the body 内部的，
在内的（尤指身体）
For example:
Promote internal's team work and 5S activity.促进内部
团队建设和5S活动。
We changed our internal organization.我们改变了我们
的内部组织架构。
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Language Study
critical: of or at a crisis 紧要关头的，转折点的
For example:
This is a critical time for the development of our
company in our history.这是我们公司发展的历史关
键时期。
This is a critical moment when there will be a change
for the better or the worse。这是生死存亡的关头。
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Language Study
compelling: arousing interest, making necessary引起兴
趣的；强迫的
For example:
I don't have any compelling reasons to reject his offer.
我没有任何令人信服的理由可以拒绝他所提出来
的条件。
He doesn't find its features very compelling either.他没
有找到它的功能有什么诱人之处。
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Translation
推销产品和服务
当推销产品或服务时，你必须清楚地说明你的产品/服务，明
确其特色和好处，并说明他们解决了市场上的什么需要或问
题。
如果你销售的是产品，你的顾客会想知道它是什么产品，它有
什么用以及它的功能和优点。如果图片能有助于读者更好地了
解您的产品，那么你就要考虑使用图片。你要解说产品的大
小，形状，颜色，成本，设计，质量，功能，技术寿命和专利
保护。你也可以解释它是如何生产出来的，它所需的材料和所
需的劳动力是什么。
如果你推销的是服务，便解释你提供的是什么服务，服务的内
容以及该服务主要针对市场的哪些需求。你将在哪里进行服
务？是什么使你的服务与众不同？需要什么材料或设备？您进
行服务的日期和时间是什么时候？要向顾客解释服务的
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Translation
步骤及所能为他们带来的裨益是什么。记住你所提供的信息
要能够让外行人了解你的服务即可，不要有琐碎的信息使他
们厌烦。
无论你推销的是产品或服务，必须记住的一个重要的事情便
是要强调你产品的独特卖点。产品独特卖点是让你的产品或
服务从竞争中脱颖而出的东西。如果该独特卖点作为你的业
务计划来募集资金，这正是顾客希望看到的。如果它是一个
不便公开的内部文件，那么该独特卖点在你做销售和市场营
销战略是至关重要的。产品没有独特卖点的话，你的产品或
服务会显单调，因此也不会有诱人的理由的让人去购买它。.
独特卖点是什么呢？对于食品而言，它就是一个专有配方
（如肯德基的秘密食谱） ，或是一种特殊的上菜方式（如波
士顿市场的手撕火鸡）。
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Focus on Grammar
将来完成时
将来完成时由shall (will) have + 过去分词构成，主要下列几
种用法：
1、表示到将来某一时刻已经完成的动作或事情, 常与by和
not until/till+时间名词以及build, complete, finish等表示完
成意义的动词连用。例如：
I shall have finished the annual report before lunch.午饭前我就
能完成这份年度报告了。
By this time next year we’ll have reached all sales goals we’ve
set. 到明年这时候我们所设的销售目标都会实现。
2、在believe, expect, hope, suppose等动词之后，也常用将
来完成时。例如：
I expect you will have changed your mind by tomorrow. 我预料
到明天你就会改变主意了。
Focus on Grammar
3、有时用来表示一种揣测。例如：
They will have arrived home company by now. 这时候他们
可能已经到家了。
When we get there the clients will probably have left. 我们到
那里时客户可能已经走了。
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Focus on Grammar
Task 1Study the following English sentences and
translate the Chinese sentences into English.
1. I hope we’ll have got the instructions ready before you come
tomorrow.
到2015年我将在这工厂工作了20年。
I will have worked in the factory for 20 years by the year 2015.
2. They’ll have hit the year’s target by the end of October.
我们在一起工作过一年，他大概不会不记得我。
We worked together for a year. He won’t have forgotten
me.
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Focus on Grammar
3. I The company will have been the market leader for 100 years
by 2010.
到这月末我们的新产品就可以投放市场了。
Our new product will have been launched by the end of this
month.
4. You will have heard the news, so I need not repeat it then.
他们这时一定收到我们的求职信了。
They will have received our application letter by now.
5. Will you have finished the report by 5:00?
你如果七点钟来，面试还没有结束呢。
If you come at seven o’clock, the interview will have not yet
ended.
next
Focus on Grammar
Task 2 Correct the errors in the following sentences.
1. I will make the marketing plan by the end of this week.
will have made
2. The new buildings will have built on the campus by the end of
this year.
will have been built
3. The project to clear up the polluted river will be completed by
the end of next year.
will have been completed
4. When I have done that, I shall do all I was supposed to do.
shall have done
5. I hope that all my classmates to be able to find a job before
graduation.
will have been
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