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Business English
Lecturer：田文举
CHAPTER FOUR, BOOK THREE
Chapter 4
1
Reading Activities
2
Listening Activities
3
Speaking Activity
4
Writing Activities - Homework
5
Translation Activities - Homework
Warming
up
structure
read
ing
Vocabula
ry &
Phrase
Compreh
ension
&
Sentence
Background Case
McDonald's Corporation (NYSE:
MCD) is the world's largest chain
of hamburger fast food restaurants,
serving around 68 million customers daily in 119
countries. Headquartered in the United States, the
company began in 1940 as a barbecue restaurant
operated by Richard and Maurice McDonald; in
1948 they reorganized their business as a
hamburger stand using production line principles.
Background Case
Businessman Ray Kroc joined the
company as a franchise agent in
1955. He subsequently purchased the chain from
the McDonald brothers and oversaw its worldwide
growth.
A McDonald's restaurant is operated by either a
franchisee, an affiliate, or the corporation itself.
The corporation's revenues come from the rent,
royalties and fees paid by the franchisees, as well
as sales in company-operated restaurants.
Background Case
McDonald's revenues grew 27
percent over the three years
ending in 2007 to $22.8 billion,
and 9 percent growth in operating income to
$3.9 billion.
McDonald's primarily sells hamburgers,
cheeseburgers, chicken, french fries, breakfast
items, soft drinks, milkshakes and desserts. In
response to changing consumer tastes, the
company has expanded its menu to include
salads, wraps, smoothies and fruit.
Warming up
1. Are you yourself a regular visitor
to McDonald’s? What attracts you
most?
2. What are the common promotional
tools used by McDonald’s ?
3. How does McDonald’s connect
promotions with movies?
New words
1. furious
2. implement
3. crucial
4. optimize
5. affiliate
6. submit
7. encircle
8. category
9. privacy
10. dedicate
furious---- extremely angry
e.g. 1) He has a furious temper.
2)His wife was furious with him
3) The prime minister is said to be furious at the
newspaper report.
implement---- to put into practical effect; carry out
e.g. 1) These policies have never been fully
implemented.
2）These reforms have now been widely
implemented in schools.
3）The government failed to implement the plan.
crucial--- (1) decisive or critical, especially in the success or
failure of something
e.g. 1) Negotiations were at a crucial stage.
2)The success of this experiment is crucial to the project as
a whole.
(2) of great importance
1) The talks are crucial for the success of the plan.
2) Secrecy is crucial to this police operation.
optimize--- make the best or most effective use of (a
situation, opportunity, or resource)
e.g. to optimize the economic structure 优化经济结构
to optimize the allocation of resources 优化资源配置
affiliate----- officially attach or connect (a subsidiary
group or a person) to an organization
e.g. 1) This hospital is affiliated with that university.
2) Our club is affiliated to a national organization.
n. 附属企业
Our New York company has an affiliate in Los Angeles.
submit ----(1)accept or yield to a superior force or to
the authority or will of another person屈服，服从
e.g. She refused to submit to threats.
(2) present (a proposal, application, or other
document) to a person or body for consideration or
judgement
e.g. 1）Six groups were invited to submit proposals for
the research.
2）I submitted my resignation yesterday.
encircle--- form a circle around; surround
e.g. 1)Strong fingers encircled her tiny wrists
2）We should encircle the enemy forces completely
and let none escape from the net.
category--- a class or division of people or things
regarded as having particular shared characteristics
e.g. 1) He competed in the youngest age category.
2) These form an independent category.
privacy ----(1)the state of being free from public
attention
e.g. The law restricts newspapers' freedom to invade
people's privacy.
(2)the state or condition of being free from being
observed or disturbed by other people清静，（不受
干扰的）独处
e.g. 1) He must have disturbed your privacy.
2) She longed to be in the privacy of her own
room
dedicate---(1)devote (time, effort, or oneself) to a particular
task or purpose
e.g. 1）She dedicates herself to her work.
2）He dedicated his life to helping the poor.
（2）cite or nominate (a book or other artistic work) as
being issued or performed in someone's honour谨以（书或
其他艺术品）献给
e.g. The novel is dedicated to the memory of my mother.
谨以此小说表达我对母亲的怀念。
Useful Phrases
a variety of
run the risk of
break down
pay off
fall into the category of
1. a variety of ---many kinds of
e.g. All of them arrived late for a variety of
reasons.
Americans do choose a wide variety of
foods.
Our club offers a variety of activities to
keep you fit.
2. run the risk of ----run the danger of
e.g. Foreign ships and planes refused to run the risk
of attack.
Compared with
at the risk of
e.g. He was determined to do it even at the risk of
being ridiculed.
at risk
e.g. The disease is spreading, and all children under
five are at risk.
at one's (own) risk
They undertook the adventure at their own risk.
3. break something down
(1) to tear something down; to destroy something.
e.g. They used an ax to break the door down.
We broke down the wall with big hammers.
(2) (Fig.) to destroy a social or legal barrier.
e.g. They had to break down many social prejudices
to manage to succeed.
Class barriers can be broken down by educational
reform.
~opposition 打破障碍
break down all reserve 消除一切隔阂
break down economic boundaries 冲破经济界线
4. pay off
(1)(informal)(of a course of action) yield good results;
succeed
(非正式)（行动）取得好结果；成功
e.g. All the hard work I had done over the summer paid off.
pay someone off-----dismiss someone with a final payment
付清工资解雇
e.g. When directors are fired, they should not be lavishly
paid off.
pay something off----pay a debt in full偿清（借款）
e.g. You may have saved up enough to pay off your second
mortgage.
你可能已经攒足钱来偿清第二期抵押借款。
5. fall into the category of
e.g. What vegetables fall into the
category of “summer vegetables”?
Are there Winter, Spring and Fall veggie
categories too?
What category do you fall into when you
buy a cell phone?
Difficult sentences
Business owners who do not know a great deal about
Internet marketing but who wish to implement Internet
marketing into their overall marketing strategy should
carefully study the basic principles of Internet marketing
before launching their online marketing campaign.
本句结构为Business owners who…but who…should
carefully study…before…
这里launch a campaign 意为发起（活动）。例如，The
government is to launch a £1.25 million publicity campaign.
政府准备发起一场耗资125万英镑的宣传活动。
本句意为：对网络营销知之不多但希望把网络营销融入整
个营销策略的企业主在开始在线营销活动之前应该仔细研
究网络营销的基本原则。
2. Not only does the content on your site need
to be optimized, but you also must generate
online exposure all over the Internet in order
to generate traffic and improve your search
engine rankings.
本句结构为Not only…but also…in order to
本句意为：不仅你的网站内容需要优化，你
还必须让在线曝光遍及互联网，目的是产生
访问量以及提高你的搜索引擎的排名位置。
3. Additionally, these Internet entrepreneurs looked
to other media to spread the word of their wares,
and quickly these leaps of faith paid off.
这里, “look to” 意为“依靠〔指望〕(某人或某事)”，
例如，I look to my parents when I need help.当我需
要帮助时我依赖自己的父母。
此外，“leap of faith”意为“ A belief or trust in
something intangible or incapable of being proved.
对一些未能理解或证实的事物予以信任。”
Structure
1. Read the article and complete the chart.
Search engine
marketing
Pay per click engines
To improve your search
engine rankings
Advertising of website
banners
2. Read Paragraphs [7], [8] and [9], and answer the following questions.
(1) According to Paragraph [7], what do article directories always include?
Article directories always allow you to include information about
yourself and your website, so people can see it and be encouraged to
visit your website to see what you’re all about.
(2) According to Paragraph [8], what makes your site show up higher in
the search results?
Websites with a page dedicated to a privacy policy get a higher ranking
and your site will show up higher in the search results.
(3) According to Paragraph [9], is creative thinking very important in
advertising a website? How?
Yes, using creative thinking is very important in advertising a website.
For instance, using a popular keyword for your online advertising
campaign may cause additional expense to your search engine
placement.
Vocabulary
1. Word-Meaning Matching Drill
(1) c (2) f (3) a (4) b
(5) h (6) g (7) e (8) d
2. Read the following sentences and choose the correct
meaning of the underlined words and expressions from
the context.
（1）B
（2）C
（3）A
（4）A
（5）C
Comprehension
1. Choose the best answer to each of the following
questions after reading the
article carefully.
(1) B (2) D (3) A (4) C (5) B
2. Fill in each blank with the most appropriate word from
the four choices given
below.
（1）B
（ 2）C
（3）A
（4）D
（5）C
(6）A （7）B
（8）B
（9）D
（10）C
Reading translation
今天的网络营销与促销
[1] 企业正在快速移到互联网上。在线正在成为一个有利条件。对网络营销知之
不多 但希望把网络营销融入整个营销策略的企业主，在开始在线营销活动之前，
应该仔细研究 网络营销的基本原则。幸运的是，对这些企业主来说，特别是对于
那些进行多层次营销的 企业主来说，了解网络营销有多个选择。企业现在可以用
不同的方式来在互联网上推荐自 己，这些方式包括网站、网络日志、电子邮件、
文章以及不同形式的广告和品牌认知度。 因此，现在的企业为什么还要担心开发
流程化主页管理呢？
[2] 网络营销和广告对网站的成功是至关重要的。花点时间给你的网站创建一个
焦点， 这会让人们回访你的网站。譬如说，在当今的旅游业，网络营销是发展最
快也是运用最多 的工具。若没有一个设计和营销很好的网站，网站会面临消失的
危险。
[3] 在线营销就是名字曝光，让你的名字遍布网络。不仅你的网站内容需要优化，
你 还必须让在线曝光遍及互联网，目的是产生访问量以及提高你在搜索引擎的排
名位置。在 线企业在一个高度竞争的全球市场中经营。然而，互联网消除了地理
阻碍，这使得动作迅 速的小企业也能够和大得多的对手进行有效竞争。在线广告、
印刷广告和补缺广告都是组 织能够运用的几种广告理念，我们将会进一步讨论这
些广告形式。
[4] 既能推销产品又可以推销网站的广告会让读者不断回来寻找更多的信息。网
站浏览量应该是网络营销广告初期的关注点。广告与销售方法包括搜索引擎营销、
对关键词内容的优化、网站设计广告、具有大量媒体资产的搜索引擎排名中付费
搜索引擎广告。其他在线营销与推销方法包括在线博客、展示型广告、电子邮件
营销及关联广告和搜索引擎程序。
[5] 利用广告条的广告对初学者来说是最佳的选择。此外，这些网络企业家指望
其他 媒体来宣传他们的商品，这些灵活措施很快会得到回报。现在在线企业通常
已不再用印刷 广告了，在很多情况下网址取代了电话号码。另外一些种类也许以
后再附加上。对于现在， 如果你有属于上面提到的那些种类的网站，去注册，然
后提交最好的内容。
[6] 搜索引擎被分为两个部分，搜索引擎和目录，按点击次数付费的搜寻引擎。
作为最受欢迎和最有效的网络营销形式，这类营销形式也是最昂贵的。搜索引擎
是多数消费者用来找到他们正在寻找的产品和服务的方法。这种重要的广告媒体
可以通过成为网页的赞助单位来付其费用，或者用正确的注册、丰富的内容以及
遵守协议来付其费用。不过企业也许会发现自己没有购买赞助权就出现在搜索引
擎结果的前两页。网络营销和推销只需要最好的工具来向世界推销你的网站，用
全部的网站推销工具和网络营销工具来推动你的在线访问量。
[7] 文章写作和发行是网络营销的最佳手段之一。文章目录总会包括你自己和网
站的 信息，这样人们就可以看到它并受到鼓励去访问你的网站，了解你的情况。
你在从事网络 营销时，何不尝试提供赠品如电子图书，以便把访问者吸引到你的
网站呢？网站营销的基 本要素如同一座房子的各个部分：必须有地基、框架、墙
壁，如果你喜欢，然后再进行装 修。遵循这个蓝图，你会成为成功的文章营销者。
正如写文章一样，你也可以使用网络日 志或者干脆为你的网络营销企业推销开通
博客。
[8] 网络推销和营销的另一个互联网营销广告小技巧是不断探索新的途径。例如，
你可以考虑尝试投寄直接邮件等。专有一个关于隐私权政策的网页的网站也会有
比较高的排名，你的网址在搜索结果里的排位将会比较靠前。网站推销和搜索引
擎优化计划管理是全职工作，任何成功的网络计划都需要大量的研究、趋势研究
以及统计数字分析。
[9] 如同任何一个企业一样，对网站进行宣传涉及创造性思维。为你的在线广告
计划 使用一个通俗的关键词可能使你的搜索引擎安排增加费用。不过请记住这一
点，多数情况 下，商务和营销知识都是很有限的。然而，网络营销创造力却风行
世界。
Supplement Reading
Market Dominance
[1] Market dominance is a measure of the strength of a brand, product, service, or
firm, relative to competitive offerings. There is often a geographic element to the
competitive landscape. In defining market dominance, you must see to what extent a
product, brand, or firm controls a product category in a given geographic area.
1. Calculating
[2] There are several ways of calculating market dominance. The most direct is market
share. This is the percentage of the total market serviced by a firm or brand. A
declining scale of market shares is common in most industries: that is, if the industry
leader has say 50% share, the next largest might have 25% share, the next 12% share,
the next 6% share, and all remaining firms combined might have 7% share.
[3] Market share is not a perfect proxy of market dominance. The influences of
customers, suppliers, competitors in related industries, and government regulations
must be taken into account. Although there are no hard and fast rules governing the
relationship between market share and market dominance, the following are general
criteria:
[4] A company, brand, product, or service that has a combined market share exceeding
60% most probably has market power and market dominance.
[5] A market share of over 35% but less than 60%, held by one brand, product or
service, is an indicator of market strength but not necessarily dominance.
[6] A market share of less than 35%, held by one brand, product or service, is not an
indicator of strength or dominance and will not raise anti-combines concerns of
government regulators.
[7] Market shares within an industry might not exhibit a declining scale. There could be
only two firms in a duopolistic market, each with 50% share; or there could be three
firms in the industry each with 33% share; or 100 firms each with 1% share. The
concentration ratio of an industry is used as an indicator of the relative size of leading
firms in relation to the industry as a whole. One commonly used concentration ratio is
the four-firm concentration ratio, which consists of the combined market share of the
four largest firms, as a percentage, in the total industry. The higher the concentration
ratio, the greater the market power of the leading firms.
[8] Alternatively, there is the Herfindahl index. It is a measure of the size of firms in
relation to the industry and an indicator of the amount of competition among them. It
is defined as the sum of the squares of the market shares of each individual firm. As
such, it can range from 0 to 10,000, moving from a very large amount of very small
firms to a single monopolistic producer. Decreases in the Herfindahl index generally
indicate a loss of pricing power and an increase in competition, whereas increases
imply the opposite.
2. Market dominance strategies
[9] Market dominance strategies are marketing strategies which classify businesses by
reference to their market share or dominance of an industry. Inorganic market growth
is key strategy adopted by companies to dominate the market.[citation needed]
Microsoft is an apt example of market dominance strategy, which kept acquiring
companies in the field of its business to reduce competition.
[10] Here are some examples of a market dominant products:
Adobe Flash
Adobe Photoshop[citation needed]
Microsoft Windows, Microsoft Office[citation needed]
Intel personal computer processors
Google Internet search
Cisco Ethernet switching
Dolby audio technologies
ARM mobile phone chips
Listening Script
Listening Answers
Listening 1
Almost all business people want to see improvements in
sales and profits. But how do you reach those goals? You
must consider the following four strategic options:
1. Sell existing products to existing customers.
2. Develop new products to sell to existing customer groups.
3. Expand existing products into new market segments.
4. Develop new products for new market segments.
Each one of these choices carries with it inherent risks and
certain marketing implications. Which one is right for you?
This is one of the most important decisions to be made. In
fact, in order to suit different products or different areas of
the business, the best strategy may combine more than one
of these options.
Among these four choices, the least risky option is number 1.
Simply find more customers for your existing products.
Sometimes this is easier said than done, especially if you
already have a dominant market share or you occupy a
relatively small market niche.
The option with most risk is number 4, going into new
markets with a new product. This classic “diversification”
move may appear to offer great potential, but it can be
much risky if you do not understand market conditions well.
In each of the other two strategic options the business holds
either an understanding of the customers (option 2) or the
products (option 3), so the overall risk is somewhat lessened.
2. Listen to the PASSAGE, then fill in the
blanks with the missing words you hear.
Almost all business people want to see improvements
sales
profits But how do you reach those
in ______and_______.
goals? You must consider the following four strategic
options:
existing
existing
1. Sell ________products
to ________customers.
new
existing
2. Develop ______products
to sell to ________
customer groups.
existing products into _______
new market
3. Expand ________
segments.
new products for _____market
new
4. Develop _____
segments.
3. Listen to the passage and choose the best answer from the following
choices.
(1) B (2) A (3) D (4) C (5) D
4. Questions and Answers
(1) What are the goals of business people?
Business people want to see improvements in sales and profits.
(2) Is it easy to make a good strategy?
No.
(3) How to make the best strategy?
It may combine more than one of these strategies.
(4) How to reduce the risks facing the business?
The business must have a good understanding of the market
conditions, its competitors, customers, products and itself.
Listening 2
Marketing is more of an art than a science. Oftentimes you
learn by systematically trying different activities and
approaches. The experts don’t always have all the answers
and this is exactly why you need to give plenty of personal
attention to make sure your marketing is working as hard as
it possibly can. If you want to get serious about success in
business, then understanding marketing is an ongoing
priority.
Here’s a quick list of 10 ideas to get you into the marketing
groove:
1. Commit to reading one new marketing book per month.
2. Start learning about how to market online.
3. Make a list of people whose businesses inspire you, and
carefully study their marketing techniques. How many of
these are you using?
4. Make a list of successful people in your industry and check out their
marketing strategy. Why not offer to take one of them out for coffee to
learn more about how they got where they are (what’s the worst that
could happen?)?
5. Revise your marketing budget. Look at your previous investment in
marketing, and ask yourself if this is the amount a truly successful
business would be spending.
6. Review all of last year’s marketing activities. Work out which ones
brought new business in the door, or were successful in some other way
(building credibility for example ). If you can’t quantify how successful
the outcome was, stop spending the money!
7. Implement an ongoing “keep in touch” program with existing
customers.
8. Ask 10 or more of your most loyal customers for a referral.
9. Stop doing those marketing activities that you know don’t works, but
you do them anyway.
10. Market research— ask 20 of your customers what value you provide
to them. Use what they say in your own marketing materials.
2. Listen to the passage. Then write the missing
information you hear in the correct blank.
Here’s a quick list of 10 ideas to get you into the
marketing groove:
1. Commit to reading ________________________
one new marketing book
per month.
how to market online
2. Start learning about _____________________.
inspire
3. Make a list of people whose businesses________
you, and carefully study their marketing___________.
techniques
4. Make a list of ___________people
in your industry
successful
and check out their marketing___________.
strategy
5. Revise your marketing____________.
budget
6. Review all of last year’s____________________.
marketing activities
“keep in touch”
7. Implement an ongoing ___________________
program with existing customers.
8. Ask 10 or more of your most ________
loyal customers
for a_________.
referral
activities
9. Stop doing those marketing ___________that
you
works but you do them anyway.
know don’t__________,
10. Market research— ask 20 of your customers what
___________you
provide to them.
value
speaking
activity1
activity2
Activity1
What’s your favorite ad?
When you are buying some product, which one do you pay more
attention to, quality or price? Why do customers associate price with
quality?
Activity2 Application questions.
1.Identify possible target markets for the following products:
a. Disney World
b. KFC
c. Nike athletic shoes
d. Rolls-Royce
2.A career in marketing is enjoyable and fun. Most people who work
in marketing will tell you it provides them with the challenge they
have always wanted. The reason being in marketing is always changing;
there are always techniques to learn, cases to study, and strategies to
research. Do you plan to break into the career field of marketing?
What qualifications should you have?
Translation
1. Please translate the following Chinese sentences into English.
(1) 贸易公司给生产商提供满足国内和国际市场对产品质量和价格的要求的信息。
A trading company provides producers with information about products that meet
quality and price expectations in domestic and international markets.
(2) 确保销售人员知道他们应该做什 么，如何去做，是销售和营销管理阶层的责
任。
It’s up to sales and marketing management to be sure that salespeople know what
they’re supposed to do and how to do it.
(3) 很多公司在新的产品市场失败了，因为它们没有真正了解新客户的需求或者
新的竞争环境。
Many companies fail in new product-markets because they don’t really understand
the needs of the new customers or the new competitive environment.
(4) 过去，市场营销员往往把买方视为被动的信息接受者——至少在营销员采取
行动刺激注意力、兴 趣和欲望之前是这样的。
In the past, a marketer usually viewed the buyer as a passive message receiver—at
least until the marketer has done something to stimulate attention, interest, and
desire.
(5) 营销研究人员想了解行为和看法，他们需要精确的数据来帮助做决策。
Marketing researchers want to know about behavior and opinions, and they want
accurate data to help in making decisions.
2. Please translate the following English sentences into Chinese.
(1) 研究人员和营销人员通过找到真正的问题并专注于它，也许能够很快得到有
用的解决方案——没 有在正规研究过程中搜集主要数 据时发生的费用和风险。
By finding and focusing on the real problem, the researcher and marketing manager
may be able to move quickly to a useful solution— without the cost and risks of
gathering primary data in a formal research.
(2)如果在一个地方进行大量生产能够降低生产成本，这些节省的费用可能远远
抵消把成品运 送给客户产生的额外费用。
If production costs can be reduced by producing larger quantities in one location,
these savings may more than offset the added cost of transporting the finished
products to customers.
(3)通过分析公司在资源方面的成败，管理阶层能够发现公司在过去成功或者失
败的原因。
By analyzing successes or failures in relation to the firm’s resources, management can
discover why the firm was successful—or why it failed —in the past.
(4)培养客户对真正新产品想法的兴趣——得到产品的销售渠道——这对一家公司
来说难度 太大了。
Building customer interest in a really new product idea—and obtaining distribution to
make the product available—can be too big a job for a single company.
(5) 接近客户的中间商通常能够预见客户的需求，并且能够比较准确地预测需求。
Middlemen who are close to their customers are often able to anticipate customer
needs and forecast demand more accurately.
Writing activities
1.According to the following tips, write an enquiry.
We write an enquiry when we want to ask for more information
concerning a product, service or other information about a product or
service that interests us. These letters are often written in response to
an advertisement that we have seen in the paper, a magazine, a
commercial on television when we are interested in purchasing a
product, but would like more information before making a decision.
Remember to place your or your company's address at the top of the
letter (or use your company's letterhead) followed by the address of the
company you are writing to. The date can either be placed double
spaced down or to the right.
2. Write a promotional letter about your advertising Art, in which you
may include the following information:
You, Sarah Brown, the director of ABC Advertising Agency have sent the
attached flyer artwork for the Mother’s Day to your client XUZ Company
to see whether they will place your order for your ads.
Sample1:
Kenneth Beare
1236 Maple Avenue
Olympia, WA 12897
Jackson Brothers
3487 23rd StreetCalifornia, Los Angeles 12009 January 12, 2009
To Whom It May Concern:
With reference to your advertisement in yesterday’s New York Times, could you
please send me a copy of your latest catalogue? I would also like to know if it is
possible to make purchases online.
Yours faithfully
(Signature)
Administrative Director
English Learners & Company
Sample2:
Dear Ms. Mary,
We have taken the liberty of sending the attached flyer artwork for the Mother’s Day
for your consideration. The format and design can be used to promote this occasion
as a direct mail piece or in-house handout.
The ads that we have illustrated were designed for a standard 8-column newspaper.
If your newspaper uses a different format, then you must ask them to reduce to fit
their column width.
We hope that you find this offering as exciting as we do, and will take it into
consideration for the upcoming holiday. You know that you can depend on our
high quality of printing to assure your satisfaction with the finished product.
When you decide to place your order, please contact me at (telephone) if I can
be of assistance to you in any additional way, please don’t hesitate to call.
Sarah Brown
Director, ABC Advertising Agency
Business English
USST