《 商务英语阅读（第1册 ）》课件Unit 3-Markets.pptx

商务英语阅读商务英语阅读1 1Unit3Markets “MARKETINGISNOTONLYABUSINESSFUNCTION,BUTALSOAWAYOFTHINKINGCONCERNINGHOWTOCREATE,COMMUNICATEANDDELIVERVALUESTOTARGETCLIENTSPROFITABLY.”PHILIP KOTLER(1931-)CONSULTANT,ANDPROFESSOR -STEVE JOBS-STEVE JOBSWelcome to the business world!Business English Reading Book I Business English Reading Book I Business English Reading Book I Business English Reading Book I Contents 2.Text A 1.Lead-in Discussion 4.Cultural Tour 3.Text BBusiness English Reading Book I Business English Reading Book I Text AText AUnderstanding MarketingUnderstanding MarketingLead-inDiscussion1.Doyouknowsomefamiliaradvertisements?Anddiscussthemarketingstrategiesoftheproductsthatyoumentioned.Business English Reading Book I Business English Reading Book I Lead-inDiscussion2.Howtoimproveyourabilitytomaketherightmarketingdecisions?Business English Reading Book I Business English Reading Book I Lead-inDiscussion3.Whyismarketingimportant?Business English Reading Book I Business English Reading Book I Structural AnalysisStructural AnalysisB Business English Reading Book I usiness English Reading Book I Main IdeasPart 1(Para.1)Introduction part.Part 2(Para.2-4)It talks about the importance of marketing.Part III(Para.5-7)It talks about the definition of marketing.Part I(Para.9-10)It talks about what is a marketer and different kinds of markets.tension(para.1)n.(psychology)astateofmentaloremotionalstrainorsuspense紧张，不安紧张，不安Thetensionbetweenthetwocountriesbuiltuptoaclimax.两国两国间的紧张状态渐渐达到了顶峰。

间的紧张状态渐渐达到了顶峰Business English Reading Book I Business English Reading Book I TextAWordsandExpressionsformulated(para.1)adj.devised;developedaccordingtoanorderlyplan按计划的，制定的按计划的，制定的Withintheframeworkofthisstrategicpartnership,specifictripartiteagreementscorrespondingtolocalrequirementswillbeformulatedforeachbeneficiarycountry.在在这一战略伙伴的框架内，将按照当地的要求为每这一战略伙伴的框架内，将按照当地的要求为每一个受援国制定具体的三方协议一个受援国制定具体的三方协议Business English Reading Book I Business English Reading Book I TextAWordsandExpressionsintangible(para.2)adj.(ofespeciallybusinessassets)nothavingphysicalsubstanceorintrinsicproductivevalue无形的无形的intangibleculturalheritage非物质文化遗产非物质文化遗产Thecheckisnotthewarehousereceiptitself,butanordertotransferthereceipt,whichisanintangibleopenbookaccountonthebooksofthebank.支票支票本身却不能代表银行票据，它只是一种转移本身却不能代表银行票据，它只是一种转移票据的手续或申请，在这里票据是无形的，只出票据的手续或申请，在这里票据是无形的，只出现在银行账簿的公开账户里。

现在银行账簿的公开账户里Business English Reading Book I Business English Reading Book I TextA WordsandExpressionsTextAWordsandExpressionsBusiness English Reading Book I Business English Reading Book I assets(para.2)n.anything of material value or usefulness that is owned by a person or company 资产资产 On the other hand,your debt is an asset to the bank,but it is your liability.在另一方面，你的债务是银行的一种资产，但它却在另一方面，你的债务是银行的一种资产，但它却是你的债务是你的债务tricky(para.3)adj.nottobetrusted狡猾的，微妙的狡猾的，微妙的AllthisshowswhysettinganofferingpriceforsharesinanIPOissotricky.所有所有这些都显示出为什么为这些都显示出为什么为IPO的公司定的公司定价是一件多么微妙的事情。

价是一件多么微妙的事情Business English Reading Book I Business English Reading Book I TextAWordsandExpressionsempowered(para.3)adj.investedwithlegalpowerorofficialauthorityespeciallyassymbolizedbyhavingascepter获得获得授权的授权的Allofourstaffmustbeempoweredtoidentifyerrorsandsituationsthatcouldleadtoerrorswithoutfearofretribution.在在没有害怕报复的前提下，我们所有的员工必须没有害怕报复的前提下，我们所有的员工必须被授权来鉴定错误可能导致错误的情形被授权来鉴定错误可能导致错误的情形Business English Reading Book I Business English Reading Book I TextA WordsandExpressionsTextA WordsandExpressionsmonitor(para.4)v.keeptabson;keepaneyeon;keepundersurveillance监控，监测监控，监测Thecountryhealthagencyhasdedicatedoneinspectortomonitorconditionsinnursinghomes.该该国卫生机构已指定一名检查员监测各疗养院的国卫生机构已指定一名检查员监测各疗养院的情况。

情况Business English Reading Book I Business English Reading Book I auction(para.5)n.thepublicsaleofsomethingtothehighestbidder拍卖拍卖Anauctionsystemallowseveryonetodiscovertherealvalueofonlineads.这种这种拍卖系统允许每个人发现网络广告的真实价值拍卖系统允许每个人发现网络广告的真实价值Business English Reading Book I Business English Reading Book I TextA WordsandExpressionsclearinghouse(para.5)票据交换所票据交换所，交易所，交易所Inthesixyearssince,Googlehasbecomethewebsdefaultclearinghouseandprincipaltollgate.六年六年间，谷歌已经成为了网络世界大家默认的交间，谷歌已经成为了网络世界大家默认的交易所和主要的关卡易所和主要的关卡。

Business English Reading Book I Business English Reading Book I TextA WordsandExpressionsdemonstrate(para.5)v.havingbeendemonstratedorverifiedbeyonddoubt演示，示范，展示演示，示范，展示Idemonstratedtothemthatanewcomputerwouldsaveconsiderabletime.我我通过演示向他们证明使用新计算机将大大节省通过演示向他们证明使用新计算机将大大节省时间Business English Reading Book I Business English Reading Book I TextA WordsandExpressionssuperfluous(para.7)adj.servingnousefulpurpose;havingnoexcuseforbeing过多的过多的;多余的多余的;不必要的不必要的Whenwewriteacontract,wegenerallyhopethatitissuperfluous,andthankfully,mostofthetimeitis.当当我们编写合同时，我们通常希望它是多余的，我们编写合同时，我们通常希望它是多余的，令人感到欣慰的是大部分时候都是如此。

令人感到欣慰的是大部分时候都是如此Business English Reading Book I Business English Reading Book I TextA WordsandExpressionsdemographic(para.9)adj.relatingtoorconcerningdemography人口（学）人口（学）的；人口统计（学）的；人口统计（学）的的n.Inbusiness,ademographicisagroupofpeopleinasociety,especiallyp。