Unit 3a

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					Business English
     Introduction Unit
  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
• What is Business English?
• What is involved in Business English ?
• Why should we learn Business
• How can we learn Business English
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 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
• 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
  A wide variety of listening
  material covers 3 tasks (40
• gap-filling or note
• matching
• multiple choice
       Input And Tasks In
  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
• Authentic, semi-authentic and
  examination-style texts test the
  ability to read for gist and specific
• 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
• 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
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
2    Letter, memo Writing a letter, short
     or note      report or proposal (120-
                      Samples of written tasks
Electronics Ltd.
3 Stockbridge Road Liverpool LP5 20M
Tel.: 087564789076       Fax:087564747867

 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
  We look forward to your early reply.

 Very truly yours,

       ld ne
   Haro Jo s
  Harold Jones
 Encl. Inquiry Note
 cc:   Mr. J.L.Smith, New York
        Introduction to the
•   Contents
•   Introduction
•   Core units
•   Self-study
•   Exam practice and Exam focus
•   Activity sheets
•   Typescripts
•   Essential vocabulary
•   Essential functions
•   Answer key
• 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.
•   Business English
•   BEC and BEC Exam
•   Contents of the textbook
•   Requirements
• The exercises on p3 &4.
 Unit 1 a

 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
•   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
• a consultant, who organized two
  one-week courses, working on
  team-building and developing
  creative thinking.
    What benefit did this
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.
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
• the amount of Business  • 营业额,成交量
 transacted during a given
 period of time
• 新闻语篇一般由标题(headline)、导语(lead)
• 标题:标题常常以独特、新奇的表达方式和显
• 导语:导语一般指新闻报道开端的第一个大自
  who, what, when, where, why, how等引出
• 正文:是新闻报道的主题部分,它由所要报道
• 启示:熟悉新闻语篇的谋篇特点有利于阅读过
       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
• Talk about teamwork
• Reading: how to understand specific
  information in an article;
• words and phases in the article.
• Speaking:
• languages for making arrangements
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

        Teaching Objectives
  Upon completion of the unit, you should
  be able to:
• take and leave telephone messages
• raise awareness of clarity in spoken
• 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
• 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
  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?
• 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
• Limit themselves   “限定的”之义
  to…              • “to” is a prep
 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
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.
•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
    Teaching objectives
 Upon completion of the unit you
  should be able to:
• Raise awareness of and practise
  techniques for encouraging
• 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
  Words and expressions for
• 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
• 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
      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
            Detailed study of the
• 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
• 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
Work in pairs. Develop these
statements into conversations.
Try to use the techniques and
expressions for encouraging
Unit 2b

        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
• 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
• facilitate one-to-one
  conversation             •   有利于一对
• 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
Read the text and match each
numbered paragraph with a title
from the list first; then read in
details to complete the sentence

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,
• prospect
                   •可能的/潜在的顾客、 委
• stand around/
  stand about
• having free drinks
                   •on 指“由谁来支付费用”
  on the company
• add up to
• lie in
• 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.
• Techniques for encouraging
  conversation in Unit 2a
• Speaking: talk about corporate
• Writing: formal languages in letters
 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
 If you work in a mail order company,
 when you look for your suppliers,
 what qualities do you think you would
    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
• 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
• 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
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
  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…
• 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
• 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.
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?
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
 $2,000                              transaction
           day day day day day day
            1   7   14 28 35 65
       Do these words refer to
          inflow or outflow?
    1.down payment sales price
    3. early settlement discount 4.labor costs
    5. wages, 6.outstanding balance
    7. to finance 8.interest
  down payment, total sales price,
   outstanding balance
  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.
• 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
• Look at the tape scripts on p153 and
  underline the conditional sentences.
    Words or phrases in
• 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?
• Case study: words and phrase
• Reading: the style of e-mail
• Listening: the conditional sentences
 financial words and phrases
• 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
•   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
• be able to talk about brand and
• practise reading for specific
• practise listening for gist and
  specific information
• 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.
• 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
• A trademark is one of three legal terms
  used to describe “intellectual property,”
  the others being patent and copyright.
• Marketing is to find customers‟ needs
  and satisfy their needs.
• Marketing mix: known as the 'four
  Ps' :price, place, product, and
           Selling points

Discuss on:
• What helps you to make your
  decision to buy something? And
• Look at your textbook p43 and
  tell us what brand of each product
  would you buy? Why?
    Phrases and expressions for
• 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
• consistent quality       • 稳定的质量
• user-friendly design     • 方便用户使用

1. G
2. H
3. D
4. B
5. E
 Brand stretching
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
• 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
                • 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
• 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.
• Speaking: words and phrases for
  talking about brand
• Reading and listening for specific
• Use some of the phrases in the box on
  p46 to give a brief summary of David
  Noble‟s interview.
 Unit 4b

• 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
• 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
• 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
•   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
MD                    决定产品价格         拓展公司名声

           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.
• 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
• 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
• In this job you • build long-term relationship
  have to…          with…
The benefits of good PR
  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
 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
• Words and phrases for expressing
  duties and responsibilities;
• Words and phrases talking about PR;
• How to write a formal information
       Writing (Assignment)
• Write a 120-140-word formal letter
  inviting a journalist to the launch,
 including the 5 points:
  Unit 5a

         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
• Why do companies relocate to
  another part of the same country?
• Why do they relocate to another
    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.
                      •   节省成本
• save cost
• low rates of corporate tax •   较低的企业税
• to get closer to the       •   更接近市场
• attracted by the pro-      •   被有利于商务的
  business environment
                             •   得到技术更好的
• have access more skilled       工人
• 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
 The overheads are
  the normal costs of
  a business, which
  do not change if        等。
  production rises.
                      •   管理费用指经营企
       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
• 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, …
–   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
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
• 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
• 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.
• Read the article on p61 and complete
  the sentence stems.
            Phrases for making
    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…
• 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

       Teaching objectives
upon completion of the unit you
• be able to talk about company
• be able to describe changes in
• 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
  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
 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
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
•   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
Describing the degree of change
            vastly /hugely/enormously

               Slightly/moderately/a little
 Describing the speed of change:


    Example graph


1   2   3   4   5   6
•   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
•                             •
    resource efficiency program 资源增效计划
•   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
•   We have discussed company
•   We have read extracts about
    company’s annual report.
•   We have learned words and
    phrases for describing changes.
• 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)
 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.
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.
It was concluded that both companies
 fulfill Fenway‟s needs to some extend,
 but neither meets all its needs.
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

      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
• review and practice language for
  giving presentations
Assessing environmental

 • 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
                         •   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
• 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
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
              To start finish up...
Finishing one     Well, I've told you about...
subject...        That's all I have to say
                  We've looked at...
                  So much for...
...and starting   Now we'll move on to...
another           Let me turn now to...
                  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

Giving an example   For example,...
                    A good example of this
                    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
               If I can just sum up the main
• 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
     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
• 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.
• 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?
• 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
                          • 照看、留心
•   civil liability
•   keep an eye on sth.   • 凭本身的权利、能力、
•   in one‟s own right
• 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
   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
• 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?
  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
             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
was forced                            faced with„
to„           Employers are
              recommended to„
•   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
• 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
• practise listening for gist
 •   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          •   (美国)普雷斯蒂航空公司
  Airways           •   (美国)世界航空公司
• World airway      •   (英国)易捷航空公司
• EasyJet           •   (英国)戴博娜航空公司
• Debonair          •   荷兰皇家航空公司
• KLM UK            •   (比利时)维珍快航公司
• Virgin Express    •   (英国)前进航空公司
• Go
• 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
• 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?
           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
• Some phrases about business
• Reading tasks for getting specific
• Listening task for getting gist
 Unit 9 a

      Teaching objectives
 Upon completion of the unit, Ss
• be able to talk about employment
• practise reading for gist and specific
• practise listening for specific
        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,
• 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
• Reading task: read and complete the
  documents with the correct benefits
  from the list :
• Listen to a Senior Manager at PwC
  talking about the Choices scheme
  and choose one letter for the
  correct answer.
• In this unit, we have learned some
  phrases about benefits.
• We have done some reading task for
  practising reading for special and gist
• 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
• 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
• 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

• 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
• 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

You work in the Human Resources
Department. Write a 40-5- word e-mail
about staff appraisals to managers:
Unit 10a
     Teaching objectives
Upon completion of the unit, Ss
• 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
• Product
• Price
• Place
• promotion
• 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…)
• Price: upmarket, comparatively expensive
• Promotion: the company uses the
  internet, brochures or mailshots, etc. to
  promote the product
• Place: use travel agents or deal with
  customers directly (as the website
  address and the telephone number is
  provided here)
• 1:Look at the four stories on p132 about
  marketing disasters and see which story
  does each piece of marketing advice refer to:
•   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
•   (go) into liquidation
                          •   破产,倒闭
•   coincide with
                          •   与…同时发生,与…相
    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
– 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
• practise listening for specific
 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
• be acquainted with the local values and
  social customers熟悉本土市场的价值观
• adapt the products to different local
• cater for the taste of the local customers
            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

           1.C    2. A   3. C   4. C
           5. A   6. B   7. A   8. B
• The advantage and disadvantages
 Franchise                Joint venture                 Wholly-owned
                        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

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