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					                                    Background Information


                       As the global leader in the nonalcoholic beverage industry, the Coca-
                   Cola Company offers nearly 400 brands in over 200 countries, ranging
                   from soft drinks and fruit juices, to bottled waters and sports drinks. More
                   than 1.3 billion times a day someone enjoys one of its beverages. And it
Background         brings with it enormous business opportunities and great responsibility.
Information

Video Clip

Group Discussion

Spot Dictation
                       PepsiCo is a world leader in convenient foods and beverages, with 2005
                   revenues of more than $32 billion and more than 157,000 employees. The
                   company consists of Frito-Lay North America, PepsiCo Beverages North
                   America, PepsiCo International and Quaker Foods North America. PepsiCo
                   brands are available in nearly 200 countries and generate annual sales at
                   the retail level of about $85 billion.
Background
Information

Video Clip

Group Discussion

Spot Dictation
                                          Video Clip
                   Source
                     Marketing Planning

                                                           For video script,
                                                       please scroll down the page.

Background
Information

Video Clip

Group Discussion

Spot Dictation
                                                  Video Clip

                 Questions:
                   1. What does a marketing plan refer to?

                    Key   It refers to the plan for marketing of a company.
Background
Information
                   2. What is the main idea of a marketing process?
Video Clip
                    Key   The main idea of the process is to start with broad ideas and goals and
Group Discussion          then narrow them down to specific goals and actions.

Spot Dictation
                                       Group Discussion



                   1. Do you know any success stories about big companies?
                      What are they?
Background
Information        2. Do you think marketing research is significant to a
                      company’s success? Why, or why not?
Video Clip

Group Discussion

Spot Dictation
                                             Spot Dictation

                      Most people think that _______ is only about the advertising and / or
                                              marketing                   ________
                   personal selling of goods and services. Advertising and selling, however, are
                   just two of the many marketing activities. In general, marketing activities are
                   all those ________ with identifying the particular wants and needs of a
                             associated    _______
Background         target market of customers , and then going about satisfying those
                                    ________                            _______
Information
                   customers better than the competitors . This involves doing market _______
                                             ________                                 research
Video Clip         on customers, analyzing their needs, and then making strategic decisions
                   about product design , pricing, promotion and distribution.
                                 _____             _______
Group Discussion

Spot Dictation
                                         Part Division of the Text

                The text can be divided into three parts:

                 Part 1 (Paragraphs 1-3):
                   Coca-Cola Company made a big marketing error by replacing old Coke
                   with New Coke.
Part Division
of the Text      Part 2 (Paragraphs 4-8):
Further
Understanding      Many analysts blame the error on poor marketing research.

                 Part 3 (Paragraph 9):
                   Some observers regarded it as a smart decision in that it got two brands
                   on the supermarkets’ shelves.
                                          Further Understanding

                Questions:
                  1. In the blind tests, 60 percent of consumers chose the new Coke over the
                     old. Why did it turn out to be a marketing error?

                   Key   Because the research looked only at taste and didn’t look at the total
Part Division
of the Text
                         product: name, history, packaging, and image. Besides, the company
                         failed to consider people’s emotions about Coke.
Further
Understanding
                  2. In what sense did some observers think that Coke’s managers had made a
                     smart decision?
                   Key   By first taking away its original Coke and then bringing it back again, the
                         company got two brands on the supermarkets’ shelves. Therefore, it’s
                         thought to be a clever trick in the struggle for shelf space.
            A Smart Move or an Error
                     — The Story of the New Coke
   In May 1985, the Coca-Cola Company made a big marketing error.
After ninety-nine successful years, it threw away its original formula
Coke! In its place came New Coke with a sweeter, smoother taste. The
company announced the new taste with much advertising
   At first, New Coke sold well. But sales soon went flat. Coke began
receiving more than fifteen hundred phone calls and many bags of mail
each day from angry consumers. A group called Old Cola Drinkers
protested and threatened to start a suit unless Coca-Cola brought back
the old formula or made it public.
   In mid-July, after just two months, the Coca-Cola Company
brought old Coke back. Called Coke Classic, it was sold side by side
with New Coke on supermarket shelves. The company said that New
Coke would be its main brand, but consumers had a different idea.
By the end of 1985, Classic was outselling New Coke in
supermarkets by two to one. Thus Coke Classic became the
company’s main brand.
   Why was New Coke introduced in the first place? What went
wrong? Many analysts blame the error on poor marketing research.
   In the early 1980s, though Coke was still the leading soft drink, it
was slowly losing market share to Pepsi. For years, Pepsi had
successfully started the “Pepsi Challenge”, and a series of taste tests
showed that consumers preferred the sweeter taste of Pepsi. By early
1985, though Coke led in the overall market, Pepsi led in shares of
supermarket sales by 2 percent. This 2 percent of the big soft drink
market means millions of dollars in retail sales! Coca-Cola had to do
something to stop this. The solution appeared to be a change in
Coke’s taste.
   Coca-Cola began the largest new-product research project in the
company’s history. It spent over two years and millions of dollars on
research. It conducted about two hundred thousand taste tests. In the
blind tests, 60 percent of consumers chose the new Coke over the old,
and 52 percent chose it over Pepsi. Research seemed to show that
New Coke would be a winner and the company introduced it with
confidence. So what happened?
   Looking back, Coke’s marketing research appears to have been
too narrow. The research looked only at taste; it did not explore how
consumers felt about dropping the old Coke and replacing it with the
new Coke. The research consisted mostly of “blind comparisons” and
did not look at the total product: name, history, packaging, and image.
To many people, Coke, like hot dogs and apple pie, is a typical
American product. The company failed to consider the people’s
emotions about Coke.
   Perhaps Coke’s managers used poor judgment. For example,
they overlooked the fact that 40 percent still wanted the old Coke.
The company might have been wiser to leave the old Coke alone
and introduce New Coke as a brand extension. Furthermore, the
new Coke should not have gone national immediately. Instead, it
should have been introduced regionally to see how well it would do.
    However, some observers thought that Coke’s managers had
made a smart decision. Supermarkets would have resisted adding
another Coke flavor on their shelves. By first taking away its original
Coke and then bringing it back again, the company got two brands
on the shelf, really a clever trick in the struggle for shelf space.




                                                              (556 words)
            A Smart Move or an Error
                     — The Story of the New Coke
   In May 1985, the Coca-Cola Company made a big marketing error.
After ninety-nine successful years, it threw away its original formula
Coke! In its place came New Coke with a sweeter, smoother taste. The
company announced the new taste with much advertising
   At first, New Coke sold well. But sales soon went flat. Coke began
receiving more than fifteen hundred phone calls and many bags of mail
each day from angry consumers. A group called Old Cola Drinkers
protested and threatened to start a suit unless Coca-Cola brought back
the old formula or made it public.
   Looking back, Coke’s marketing research appears to have been
too narrow. The research looked only at taste; it did not explore how
consumers felt about dropping the old Coke and replacing it with the
new Coke. The research consisted mostly of “blind comparisons” and
did not look at the total product: name, history, packaging, and image.
To many people, Coke, like hot dogs and apple pie, is a typical
American product. The company failed to consider the people’s
emotions about Coke.
    However, some observers thought that Coke’s managers had
made a smart decision. Supermarkets would have resisted adding
another Coke flavor on their shelves. By first taking away its original
Coke and then bringing it back again, the company got two brands
on the shelf, really a clever trick in the struggle for shelf space.




                                                              (556 words)
                   In mid-July, after just two months, the Coca-Cola Company
               brought old Coke back. Called Coke Classic, it was sold side by side
Sentence Translation:                    Symptoms
               with New Coke on supermarket shelves. The company said that New
到了1985年年末,超市里传统可乐的销量超过新可乐的一倍。
              Coke
Sentence Paraphrase: would be its main brand, but consumers had a different idea.
              1985, the sales of 1985, Classic was
By the end of By the end of Classic in supermarkets outselling New Coke in
became twice as much as that of New Coke.
                supermarkets by two to one. Thus Coke Classic became the
Structural Analysis:
                company’s main brand.
outsell是及物动词,后面可以直接加宾语,意思是“销得比„„多”,
by two to one是用来修饰“销量超过”的程度的,two to one即二比
                     Why was New Coke introduced in the first place? What went
一,也就是Classic的销量是New Coke的两倍。

               wrong? Many analysts blame the error on poor marketing research.
                       Perhaps Coke’s managers used poor judgment. For example,
                they overlooked the fact that 40 percent still wanted the old Coke.
Sentence Translation:                       Symptoms
                The company might have been wiser to leave the old Coke alone
也许公司更为明智的做法是保留原有的可乐品牌,同时推出新的可乐
作为品牌的延伸。
                and introduce New Coke as a brand extension. Furthermore, the
Sentence Paraphrase:
                new Coke should not have gone national immediately. Instead, it
The company might have been wiser if it had left the old Coke
                should have been brand extension.
alone and introduced New Coke as aintroduced regionally to see how well it would do.
Structural Analysis:
这是一句对过去的虚拟句(详见Unit 2, Book 3),即The company
was not wiser not to leave the old Coke alone and introduce
New Coke as a brand extension。
market                         A Smart Move or an Error
NB:
                                           — The Story of the New Coke
   a) n. 市场;集市

                   market 1985, the Coca-Cola
   She went to theIn May to buy food for the family.Company made a big marketing error.
   There are numerous small markets in the town.
              After ninety-nine successful years, it threw away its original formula
   b) v. 出售;销售
               Coke! In its place came New Coke with a sweeter, smoother taste. The
   If it is marketed in the right way, it will sell very well.
               company announced the new taste with much advertising
Idiomatic Expressions:
                    At first, New Coke sold well. But sales soon went flat. Coke began
  in the market for 准备买;打算买
  play the market (买卖股票,商品等)投机 hundred phone calls and many bags of mail
              receiving more than fifteen
  on the market     有现货;有供应
               each day from angry consumers. A group called Old Cola Drinkers
               protested and threatened to start a suit unless Coca-Cola brought back
               the old formula or made it public.
Derivatives:
                           A Smart Move or an Error
 marketable     adj.           — The
                       可卖的;适合在市场出售的          Story of the New Coke
 marketing      n.     销售学
                 In
Useful Expressions: May 1985, the Coca-Cola Company made a big marketing error.
                     市价;出售价格
 market priceAfter ninety-nine successful years, it threw away its original formula
 market research     市场调查
             Coke! 市场竞争
 market competition In its place came New Coke with a sweeter, smoother taste. The
 market demand       市场需求
             company announced the new taste with much advertising
 market economy      市场经济

                  At first, New Coke sold well. But sales soon went flat. Coke began
               receiving more than fifteen hundred phone calls and many bags of mail
               each day from angry consumers. A group called Old Cola Drinkers
               protested and threatened to start a suit unless Coca-Cola brought back
               the old formula or made it public.
original                   A Smart Move or an Error
NB:
                                    — The Story of the New Coke
a) adj. 原先的;最初的;最早的
                   In May 1985, the Coca-Cola Company made a big marketing error.
   The original plan was better than the plan we followed.
      创新的;非抄袭的
               After ninety-nine successful years, it threw away its original formula
   original ideas
               Coke! In its place came New Coke with a sweeter, smoother taste. The
    an original design
               company announced the new taste with much advertising
b) n. 原作物;原物
                   At original is in the Prado Madrid.
   This is a copy; the first, New Coke soldinwell. But sales soon went flat. Coke began
   这是摹本,原作在马德里的国家美术馆。fifteen
         receiving more than               hundred phone calls and many bags of mail
               each day from angry consumers. A group called Old Cola Drinkers
               protested and threatened to start a suit unless Coca-Cola brought back
               the old formula or made it public.
                          A Smart Move or an Error
original的名词是origin,意思是“起源,开端”。 请注意origin与
                            — The Story of
source的区别, source指的是河流的源头,引申为“来源,出处”,例the                  New Coke
如:
                  In May
  the source of the Nile 1985, the Coca-Cola Company made a big marketing error.
  尼罗河的发源地
              After ninety-nine successful years, it threw away its original formula
  Newspaper serves as a very good source of information.
              Coke! In its place came New Coke with a sweeter, smoother taste. The
  The news comes from a reliable source.
              company announced the new taste with much advertising
  the origin of civilization
                     a first, New Coke sold
  The princess isAt woman of humble origin. well. But sales soon went flat. Coke began
     In the passage you are supposed to read there are many
                receiving more than fifteen hundred phone calls and many bags of mail
     words of Latin origin.
              each day from angry consumers. A group called Old Cola Drinkers
              protested and threatened to start a suit unless Coca-Cola brought back
              the old formula or made it public.
Derivatives:
                           A Smart Move or an Error
 origin        n.       起源;开端       — The Story of the New Coke
 originate     v.       发源;发起;创造;发明
 originally    adv.
                  In    原先;起始;新颖地;别出心裁地
                       May 1985, the Coca-Cola Company made a big    marketing error.
 originality   n.       创新能力;独创性;独特
               After ninety-nine successful years, it threw away its original formula
               Coke! In its place came New Coke with a sweeter, smoother taste. The
               company announced the new taste with much advertising
                  At first, New Coke sold well. But sales soon went flat. Coke began
               receiving more than fifteen hundred phone calls and many bags of mail
               each day from angry consumers. A group called Old Cola Drinkers
               protested and threatened to start a suit unless Coca-Cola brought back
               the old formula or made it public.
consume                A Smart Move or an Error
NB:
                                — The Story of the New Coke
  v. 消费;花费;耗尽
                 In May 1985, consumed about
  In the mid-seventies Americansthe Coca-Cola Company made a big marketing error.
  seventeen million barrels of oil daily.
           After ninety-nine successful years, it threw away its original formula
  其形容词consuming, 常和名词一起组成合成形容词,如:
                      its place
             Coke! In 需要时间的 came New Coke with a sweeter, smoother taste. The
time-consuming
oil-consumingcompany废油的announced the new taste with much advertising
energy-consuming      浪费能源的
              At first, New Coke sold well. But sales soon went flat. Coke began
           receiving more than fifteen hundred phone calls and many bags of mail
           each day from angry consumers. A group called Old Cola Drinkers
           protested and threatened to start a suit unless Coca-Cola brought back
           the old formula or made it public.
                           A Smart Move or an Error
Useful Expressions:
                         — The
 consume away 丧失体力及健康;消瘦;憔悴                  Story of the New Coke
  Frequent overwork is consuming away his health.
                  In May 1985, the Coca-Cola Company made a big marketing error.
Derivatives:
               After ninety-nine successful years, it threw away its original formula
 consumer    n.     消费者
 consuming Coke! In 消费的;消耗的;耗尽的 Coke with a sweeter, smoother taste. The
             adj.   its place came New
 consumption n.     消费;耗尽
               company announced the new taste with much advertising
                  At first, New Coke sold well. But sales soon went flat. Coke began
               receiving more than fifteen hundred phone calls and many bags of mail
               each day from angry consumers. A group called Old Cola Drinkers
               protested and threatened to start a suit unless Coca-Cola brought back
               the old formula or made it public.
consist
                  Looking back, Coke’s marketing research appears to have been
NB:
              too narrow. The research looked only at taste; it did not explore how
   v. a) (与 of 连用)由„„组成
              consumers ten about dropping the old Coke and replacing it with the
   The committee consists of felt members.
     b) (与 in 连用) 在于
               new Coke. The research consisted mostly of “blind comparisons” and
   Her charm does not consist only in her beauty.
     c) (与 withdid not look at the total product: name, history, packaging, and image.
                连用) 一致;符合
                To many people,
   The report consists with the facts. Coke, like hot dogs and apple pie, is a typical
              American product. The company failed to consider the people’s
              emotions about Coke.
Comparison:
                  Looking back, Coke’s marketing research appears to have been
 consist, compose 和 comprise
 三者都有“组成,构成”之意,但表达此意时consist 要与of连用,at taste; it did not explore how
              too narrow. The research looked only
表示“(整体)由„„(部分)组成”,如:
               Great Britain consists of England, the old
 The island ofconsumers felt about droppingScotland Coke and replacing it with the
 and Wales. new Coke. The research consisted mostly of “blind comparisons” and
compose 是及物动词,表示“(部分)组成(整体)”,如:
            did not look at the total product: name, history, packaging, and image.
 England, Scotland and Wales compose the island of Great
 Britain.     To many people, Coke, like hot dogs and apple pie, is a typical
 The island of Great Britain is composed of England,
 Scotland andAmerican product. The company failed to consider the people’s
               Wales.
          emotions about Coke.
而comprise,既有“(整体)由„„(部分)组成”之意,又有
“(部分)组成(整体)”之意。如:
                  Looking back, Coke’s marketing research appears to have been
  The island of Great Britain comprises England, Scotland
  and Wales. too narrow. The research looked only at taste; it did not explore how
  England, Scotland and Wales comprise the island of Great
              consumers felt about dropping the old Coke and replacing it with the
  Britain.
               new Coke. The research consisted mostly of “blind comparisons” and
Derivatives:
 consistent            look at the
               did not 一致的;一贯的total product: name, history, packaging, and image.
               adj.
 consistency        一致;一贯
               n. many people, Coke, like hot dogs and apple pie, is a typical
               To
               American product. The company failed to consider the people’s
               emotions about Coke.
resist
                     However, some observers thought that Coke’s managers had
NB:
    v. 抵抗;对抗     made a smart decision. Supermarkets would have resisted adding
                 resist making jokes about their shelves. By first taking away its original
    She couldn’t another Coke flavor onhis baldness.
    resist 的形容词 resistant 及名词 resistance 后通常跟介词 to,如: company got two brands
                Coke and then bringing it back again, the
    There are some insects that have become resistant to DDT.
                 on the shelf, really a clever trick in the struggle for shelf space.
    The Iraqi troops made no resistance to the enemy’s
    advance. As a result, the capital city was conquered within
    several hours.

                                                                               (556 words)
Patterns:                However, some observers thought that Coke’s managers had
   resist doing
                  made a smart decision. Supermarkets would have resisted adding
   The naughty boy couldn’t resist reaching out to touch the
   computer. another Coke flavor on their shelves. By first taking away its original
               Coke resist playing computer games for
   Even adults couldn’tand then bringing it back again, the company got two brands
   one reason or another.
 Derivatives:     on the shelf, really a clever trick in the struggle for shelf space.
  resister        n.      抵抗者;不屈服者
  resistant       a.      抵抗的;反对的
  resistance      n.      抵抗;抵抗力
  resistless      adj.    不可抵挡的;不可避免的
                                                                                (556 words)
                                            Vocabulary


                       Useful Expressions


                       Synonyms and Antonyms
  Vocabulary

    Writing

Integrated Exercises
                                            Useful Expressions


                       throw away                            丢弃,抛弃

                       in the first place                    当初,原先

                       go wrong                              走入歧途;(机器等)发生故障
  Vocabulary
                       replace … with …                      用„„替换„„
    Writing
                       leave … alone                         不管

Integrated Exercises   side by side                          并列,并排

                       take away                             带走;拿走

                       bring back                            使回来;把„„带回来

                       a series of                           一系列
                                       Synonyms and Antonyms


                       No.   Key words          Synonyms              Antonyms
                       1.    error         mistake
                       2.    smooth                             rough, harsh
                       3.    consume       exhaust
  Vocabulary
                       4.    protest       object, disapprove   agree, approve
    Writing            5.    resist        oppose
Integrated Exercises   6.    original      previous
                       7.    overlook      neglect, ignore
                       8.    retail                             wholesale
                       9.    take away                          bring back
                                          Writing



                       Summary Writing


  Vocabulary           Error Correction

    Writing

Integrated Exercises
                                               Summary Writing
                       Directions:
                       Read Text B, and write a summary of about 100 words. Note that your
                       summary should include the main ideas of the passage. Please pay attention
                       to the use of conjunctions and conjunctive adverbs.


  Vocabulary
                               In market economics, anyone can make production and sales
                           decisions. Every seller is free to change prices according to changing
    Writing
                           market conditions. Also, consumers are free to choose among competing
Integrated Exercises       products and services. Meanwhile, the government’s role is limited to
                           providing “public goods”, to protect private property and to regulate
                           certain economic activities. Nevertheless, a market economy seems to
                           offer great opportunity for economic growth, technological progress and
                           prosperity.
                                              Error Correction
                       Directions:
                       Read the following Memo, find the incorrect parts and correct them.

                                                              Memo
                               Date: Sept. 24, 2006
                               To: Department heads
                               From: Marketing department
  Vocabulary
                               Subject: a meeting is to be held to discuss the new marketing
                               program
    Writing                    Dear Department heads,
                               A meeting to discuss the new marketing program of the company is
Integrated Exercises
                            to be held at 9 a.m. on September 30 (Saturday) in the Conference
                            Room of the Office Building. All department heads are requested to be
                            present on time.
                               Each participant is required to hand in a written proposal.
                                                                                     Yours, sincerely

                             Key
                                              Error Correction
                       Directions:
                       Read the following Memo, find the incorrect parts and correct them.

                                                              Memo
                               Date: Sept. 24, 2006
                               To: Department heads
                               From: Marketing department
  Vocabulary
                               Subject: a meeting is to be held to discuss the new marketing
                               program
    Writing                    Dear Department heads,
                               A meeting to discuss the new marketing program of the company is
Integrated Exercises
                            to be held at 9 a.m. on September 30 (Saturday) in the Conference
                            Room of the Office Building. All department heads are requested to be
                            present on time.
                               Each participant is required to hand in a written proposal.
                                                                                     Yours, sincerely
                                               Error Correction
                       Directions:
                       Read the following Memo, find the incorrect parts and correct them.

                                                                Memo
                               Date: Sept. the 2006
           a meeting is to be held to discuss 24, new marketing program
                             To: Department heads
           改为 Meeting to discuss the new marketing program,备忘录的主
           题必须简洁明了           From: Marketing department
  Vocabulary
                               Subject: a meeting is to be held to discuss the new marketing
                               program
    Writing                    Dear Department heads,
                               A meeting to discuss the new marketing program of the company is
Integrated Exercises
                            to be held at 9 a.m. on September 30 (Saturday) in the Conference
                            Room of the Office Building. All department heads are requested to be
                            present on time.
                               Each participant is required to hand in a written proposal.
                                                                                     Yours, sincerely
                                              Error Correction
                       Directions:
                       Read the following Memo, find the incorrect parts and correct them.

                                                              Memo
           Dear Department heads Sept. 24, 2006
                             Date:
                             To: Department heads
           去掉 Dear Department heads,正文部分不需要加称呼语。
                               From: Marketing department
  Vocabulary
                               Subject: a meeting is to be held to discuss the new marketing
                               program
    Writing                    Dear Department heads,
                               A meeting to discuss the new marketing program of the company is
Integrated Exercises
                            to be held at 9 a.m. on September 30 (Saturday) in the Conference
                            Room of the Office Building. All department heads are requested to be
                            present on time.
                               Each participant is required to hand in a written proposal.
                                                                                     Yours, sincerely
                                              Error Correction
                       Directions:
                       Read the following Memo, find the incorrect parts and correct them.

                                                              Memo
           A meeting to discuss the new marketing program of the company
                              Date: Sept. 24, 2006
           此处空两行,备忘录的开头和正文之间一般用线条隔开,或空两行。
                     To: Department heads
                               From: Marketing department
  Vocabulary
                               Subject: a meeting is to be held to discuss the new marketing
                               program
    Writing                    Dear Department heads,
                               A meeting to discuss the new marketing program of the company is
Integrated Exercises
                            to be held at 9 a.m. on September 30 (Saturday) in the Conference
                            Room of the Office Building. All department heads are requested to be
                            present on time.
                               Each participant is required to hand in a written proposal.
                                                                                     Yours, sincerely
                                             Error Correction
                    Directions:
                    Read the following Memo, find the incorrect parts and correct them.

                                                            Memo
          Yours, sincerely    Date: Sept. 24, 2006
                              To: Department heads
           去掉 Yours, sincerely,正文之后无需署名。
                              From: Marketing department
  Vocabulary
                              Subject: a meeting is to be held to discuss the new marketing
                              program
    Writing                   Dear Department heads,
                              A meeting to discuss the new marketing program of the company is
Integrated Exercises
                          to be held at 9 a.m. on September 30 (Saturday) in the Conference
                          Room of the Office Building. All department heads are requested to be
                          present on time.
                              Each participant is required to hand in a written proposal.
                                                                                    Yours, sincerely
                                      Integrated Exercises



                       Sentence Translation


  Vocabulary           Sentence Dictation
    Writing

Integrated Exercises   Talking About the Pictures
                                                 Sentence Translation

                       Translate the following sentences into English:

                            1. 我们大学总共有近一万学生。

                          Key   There are nearly 10,000 students in total in our university.

  Vocabulary                2. 这幢楼房的美在于它独特的设计。


    Writing
                          Key   The beauty of this building consists in its unique design.
                            3. 在过去的几十年里,中国发生了巨大的变化。
Integrated Exercises
                          Key   In the past decades, great changes have taken place in
                                China.
                                               Sentence Translation

                       Translate the following sentences into Chinese:

                            4. Kate couldn’t resist her curiosity to open the box.

                          Key   凯特控制不住自己想要打开盒子的好奇心。

  Vocabulary                5. The car we bought turned out to be very oil-consuming.

    Writing               Key   后来发现我们买的车很费油。

Integrated Exercises
                            6. It seems something went wrong with my vehicle .

                          Key   看来我的车出了故障。
                                                Sentence Dictation




                       Script       Foreign trade refers to the exchange of goods and services
                                between nations. Goods can be defined as finished products, as
  Vocabulary                    intermediate goods used in producing other goods, or as agricultural
                                products and foodstuffs. International trade enables a nation to
    Writing                     specialize in those goods it can produce most cheaply and efficiently.
                                Trade also enables a country to consume more than it would be able
Integrated Exercises            to produce if it depended only on its own resources. Finally, trade
                                enlarges the potential market for the goods of a particular economy.
                                              Talking About the Pictures

                       (1) Picture One

                        Directions:
                        Nowadays soft drinks have become
                        very popular — with children in
  Vocabulary            particular. Please write a passage
                        talking about soft drinks, according to
    Writing             the questions given.

                        1) How popular has soft drinks become?
Integrated Exercises
                        2) Why are they so popular?
                        3) What kinds of health problems are soft drinks
                           likely to cause?
  Vocabulary

    Writing

Integrated Exercises
                                             Talking About the Pictures


                       Sample:
                            Nowadays, soft drinks have become very popular with us. Children
                        generally consume more of them than adults. This increase in consumption
                        of soft drinks is not a surprise, because soft drink manufacturers have
                        spent billions of dollars in advertising to attract more consumers. With the
  Vocabulary            popularity of soft drinks among us, there is a growing concern about the
                        harmful effects they may bring about. Scientific studies have shown that as
    Writing             few as one or two soft drinks a day can increase one’s risk for numerous
                        health problems, such as overweight, diabetes (糖尿病) , tooth decay,
Integrated Exercises
                        malnutrition, heart disease, and many neurological disorders.
                                             Talking About the Pictures

                       (2) Picture Two
                         Directions:
                         Write a passage talking about the phenomenon of cheating in the
                         examinations among students.
                         Questions for hints:
  Vocabulary            1) What are the reasons that so many students cheat in exams?
                        2) What shall we do to prevent cheating?
    Writing

Integrated Exercises
  Vocabulary

    Writing

Integrated Exercises
                                             Talking About the Pictures

                       Sample:

                           Cheating in the examinations is popular in schools and universities.
                       Quite a number of students have experience in cheating in different kinds of
                       examinations at different stages of their schooling. Schools and teachers
  Vocabulary           are taking measures. However, cheating is still regarded as one of the most
                       serious problems facing the school authorities. It is true that many students
    Writing            cheat just because they are afraid they may fail the exam. So some
                       examinations themselves are playing a role in triggering cheating. To
Integrated Exercises   prevent cheating in the examinations, we should not only emphasize
                       principles to students but also make efforts to make our examination
                       system a real effective one to measure the abilities of students.

				
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