1、Products DescriptionProgramme FiveContentsContents Programme Content1Programme Objective 2 Warming-up 3 Passage One4Passage Two5Programme Content Read a passage on how to write a description of a business product;Read a passage on an example of a product description;Learn the common expressions on p
2、roduct description;Learn how to present the feature of a new product.Programme ObjectiveIntroduce the craftsmanship and workmanship of products;Describe the style of a new product and promote it;Describe the quality and performance of a new product;Communicate with foreign business partners on the m
3、atters of product description.Part one Warming-upChallenge YourselfCan you tell us the Chinese meaning of the following words Can you tell us the Chinese meaning of the following words immediately?immediately?1.purchase 2.packaging pel9.professional10.respondShort SurveyHave you got some idea of the
4、 following terms before Have you got some idea of the following terms before reading the passage?reading the passage?1.prospect2.client 3.catalogue4.target market 5.discount Passage One How to Write a Description of a Business Product A product description is a written summary of information about a
5、 particular product.It can appear in catalogues,magazines,online or on the products packaging.The goal is to inform the prospectthe person who reads the product description and might be persuaded to buy the productabout the details of the product while selling him on the benefits of purchasing it.Pr
6、oduct descriptions are usually written by members of a companys marketing team,specifically a copywriter who has experience in writing persuasively.But its something you can do yourself,with a little creativity and attention to detail.Research the product you will be writing aboutResearch the produc
7、t you will be writing about Determine all its uses and find out how your clientif youre writing for a clientwants it positioned,meaning which of the particular uses he wantsemphasized.A new style of briefcase could bepositioned as making you look sleek and professional,or as a means to carry more of
8、 your files and paperscomfortably.Identify the target market for the product,the type Identify the target market for the product,the type of people who are most likely to purchase itof people who are most likely to purchase it The target market for a portable fax machine might be business people bet
9、ween the ages of 25 and 50 who earn more than$40 000 per year.In that case,you would use language that appeals to those people because it includes terms they use everyday.Ask your client what action she wants your prospect to take Ask your client what action she wants your prospect to take after rea
10、ding the product description after reading the product description Maybe she wants the person to call a toll free number,visit a website or go to a specific store.Including a“call to action”ensures that your prospect isnt left wondering what to do next.Write clearly,to the point and in a conversatio
11、nal toneWrite clearly,to the point and in a conversational tone Ask your client for guidelines regarding word count,style and where the description will be used.A description written on the packaging of a product will use fewer words than one written in a magazine or online.Some clients want product
12、 specifications stressed,while others want you to take more of a sales approach.Stress the benefits of the product in your description and not Stress the benefits of the product in your description and not just its featuresjust its features Focus on what the product will do for the prospect and how
13、it will make his life better.A feature of a computer might be its speed and efficiency,while the benefit would be getting your work done faster and having more time for other things.Include an offer that compels the prospect to act sooner Include an offer that compels the prospect to act sooner rath
14、er than later.rather than later.Perhaps you can offer a discount if people respond by a certain date.Words&Expressions1)catalogue n.目录；商品型录目录；商品型录 2)packaging n.包装；包装袋包装；包装袋 3)prospect n.可能成为主顾的人可能成为主顾的人 4)sell on 使人有购买的欲望使人有购买的欲望 5)specifically adv.特别地；明确地特别地；明确地 6)copywriter n.广告文字撰写人广告文字撰写人 7)per
15、suasively adv.有说服力的有说服力的 8)position v.安置；定位安置；定位 9)emphasize v.强调；着重强调；着重 10)briefcase n.公文包公文包 11)sleek adj.光滑的；圆滑的光滑的；圆滑的 12)professional adj.职业的职业的 13)portable adj.轻便的轻便的 14)purchase v.购买购买 15)appeal to 对对产生吸引力产生吸引力 16)toll n.通行费；代价通行费；代价 17)ensure v.担保；保证担保；保证 18)tone n.语气；音调语气；音调 19)guideline n
16、.指导方针；准则指导方针；准则 20)stress v.强调强调 21)feature n.特征；特色特征；特色 22)compel v.强迫；迫使强迫；迫使 23)discount n.折扣折扣 24)respond v.回答；响应回答；响应 Notes (1)The goal is to inform the prospecthe person who reads the product description and might be persuaded to buy the productabout the details of the product while selling hi
17、m on the benefits of purchasing it.目的是告知可能的买家，也就是读到产品描述并可能被说服购买产品的人，关于产品的细节，同时劝说他接受购买产品的好处。(2)A new style of briefcase could be positioned as making you look sleek and professional,or as a means to carry more of your files and papers comfortably.一种新式的公文包可以被定位为使你看上去讲究和专业，或者是容易携带更多文件的一种手段。其中，固定搭配posit
18、ionas 的意思是“将定位为”,例如，They positioned their products as high-end products.（他们将产品定位为高端产品。）(3)Some clients want product specifications stressed,while others want you to take more of a sales approach.一些客户想强调产品规格，而其他顾客想要你采取更多的销售手段。其中，while是连词，表示对比关系时,意思是“而,然而”，相当于whereas，例如，Some people waste food while ot
19、hers havent enough.（一些人浪费食物，而另一些人没有足够的食物。）(4)In that case,you would use language that appeals to those people because it includes terms they use everyday.在那种情况下，你会使用对那些人有吸引力的语言因为它包含他们每天使用的术语。其中，名词case 的意思是“情况”,其构成的词组in that case 的意思是“假使那样”，词组in this case 的意思是“假若这样”，例如，In that case we will not look o
20、n with folded arms.（在那种情况下，我们不会袖手旁观。）(5)Include an offer that compels the prospect to act sooner rather than later.列入迫使可能的买家尽快而不是以后采取行动的报价。其中，连词rather than的意思是“而不是”，例如，She is a career woman rather than a housewife.（她是职业妇女而不是家庭主妇。）又如，I prefer to walk there rather than take a bus.（我喜欢步行去那而不是坐公共汽车去。）Bu
21、siness Link:Business linkHow to write an How to write an introduction letter to introduction letter to introduce a new product introduce a new product or service to an or service to an established customer established customer 8/16/2022 *Thank the reader for his/her past business.Thank the reader fo
22、r his/her past business.*Describe the new products or services you are Describe the new products or services you are offering.offering.*Indicate why the reader should purchase the product Indicate why the reader should purchase the product or service(i.e.,mention the benefits of the product or or se
23、rvice(i.e.,mention the benefits of the product or service).service).*If possible,include a pamphlet,brochure,catalog,etc.If possible,include a pamphlet,brochure,catalog,etc.that shows and describes the new products or that shows and describes the new products or services.services.8/16/2022 *If you a
24、re making a special promotional offer or If you are making a special promotional offer or having a special sale on the new products or services,having a special sale on the new products or services,include information about it.include information about it.*Indicate how the person can find out more I
25、ndicate how the person can find out more information or tell how he/she can buy your product or information or tell how he/she can buy your product or service.service.*Close by reiterating how valuable the customer is to Close by reiterating how valuable the customer is to you and,if desired,by ment
26、ioning your hope that the you and,if desired,by mentioning your hope that the reader will buy the new product(s)or service(s)you are reader will buy the new product(s)or service(s)you are offering.offering.Read and ThinkAfter Reading8/16/2022Task 1:After the passage,you will find 5 questions.For eac
27、h question there are 4 choices marked A、B、C and D.You should make the correct choice.1.Which of the following statements about a product description is not true?A.A product description is a written summary about a particular product.B.It can appear on the products packaging.C.It tells the prospect o
28、nly the benefits of the product.D.It aims to sell products to the prospect.2.Product descriptions are usually written by _A.members of a companys marketing team.B.a copywriter who has experience in writing persuasively.C.yourself.D.All the above.8/16/20223.What method is not included in the product
29、description to encourage certain type of people to purchase the product?A.using more words to describe the product B.using language that appeals to those peopleC.identifying target market D.including a“call to action”4._should be stressed in writing a product description.A.the features of the produc
30、tB.the benefits of the productC.both the benefits and features of the productD.product specifications5.Which point is not included in the instructions for writing a product description?Research the marketB.Use the same descriptions on the packaging or onlineC.Include an offer of discountD.Ask your c
31、lient what action she wants the prospect to take8/16/2022Task 2:Fill in the blanks with the words and expressions given in the box.Change the form if necessary.position sleekposition sleek stress prospect stress prospect appeal to discount appeal to discount compel purchase compel purchase feature r
32、espond feature respond 8/16/20221.The heavy rain _ us to stay indoors.2.I invited her to dinner but she did not_.3.Wet weather is a _ of life in this area.4.Hes one of those_ businessman types.5.He recognized an easy _ when he saw one.6.They _ that all regulations would be strictly enforced.7.Market
33、 research can help a company to _ its product.8.I can not say smoking _ me very much.9.Tickets must be _ two weeks in advance.10.We give 10 percent _ for cash.Read and TranslateAfter Reading8/16/2022Task 1:Translate the following phrases into English.1.对产生吸引力 2.拨打免费号码 3.手提电脑 4.显著的特征 5.打折 6.销售方法 7.产品
34、描述 8.目标市场 9.劝使接受 10.用谈话的语气8/16/2022Task 2:Translate the following sentences into Chinese.1.The book was written specifically for children.2.This policy will not appeal to the voters.3.I like the house,but I m not sold on the area.4.We cannot emphasize too much the importance of learning English.5.Th
35、e portable device easily knocks down.After ReadingRead and Speak8/16/2022Task 1:Discuss the following questions with your partner after reading the passage.What is the goal of writing a product What is the goal of writing a product description?description?Which instructions should be followed when W
36、hich instructions should be followed when writing a product description?writing a product description?8/16/2022Task 2:Recite the following paragraph.A product description is a written summary ofA product description is a written summary ofinformation about a particular product.It caninformation abou
37、t a particular product.It canappear in catalogues,magazines,online or on theappear in catalogues,magazines,online or on theproducts packaging.The goal is to inform theproducts packaging.The goal is to inform theprospectthe person who reads the productprospectthe person who reads the productdescripti
38、on and might be persuaded to buy thedescription and might be persuaded to buy theproductabout the details of the product whileproductabout the details of the product whileselling him on the benefits of purchasing it.selling him on the benefits of purchasing it.Passage Two An Example of a Product Des
39、cription Q 1 Have you ever written a product description?If you have,what product was it about?Q 2What should be paid attention to when we are going to write a product description?Dell Inspiron E1505 Laptop Product DescriptionDell Inspiron E1505 Laptop Product Description Released in 2019,the Dell I
40、nspiron E1505 is a laptop from Dell Inc.No longer in production as of the time of publication,the E1505falling under Dells Inspiron brand of entry-and mid-level personal computerswas primarily designed for budget-minded consumers.Operation System,Processor and MemoryOperation System,Processor and Me
41、mory The Dell Inspiron E1505 initially had a pre-installed Microsoft Windows XP Media Center.This version of the XP operating system is named after its defining characteristic:Windows Media Center,a home-entertainment hub that combines the Windows Media Player with live TV recording capabilities.New
42、er versions,however,have Windows Vista Basic instead;Vista was released in 2019.Each E1505 has an Intel processor from the top-level Core,mid-range Pentium or low-end Celeron brands,although most laptops have a Core chip.System memory is usually pre-installed in a 256MB,512MB,1GB or 2GB configuratio
43、n.Storage and MultimediaStorage and Multimedia Most Dell Inspiron E1505 laptops have an 80GB hard drive,although a few might have more storage space.All E1505 hard drives,however,spin at 5 400 revolutions per minute.The optical drive is typically a CD/DVD combo.As for its video and graphics capabili
44、ties,the E1505 either has a motherboard-integrated Intel Graphics Media Accelerator or a more powerful graphics processing unit from Nvidia or ATI Technologies.High-definition stereo audio comes from the 24-bit Sigmatel STAC9200 driver.Data and ConnectivityData and Connectivity Each Dell Inspiron E1
45、505 has a 56 Kbps modem,100 Mbps Ethernet connection for wired networking,and Peripheral Component Interconnect-attached wireless card and Bluetooth connectivity for wireless networking.External interfaces include RJ-11 and RJ-45 jacks for the modem and Ethernet,respectively;headphone and microphone
46、 jacks for audio;S-Video,component and composite video connectors for video purposes;four USB 2.0 ports for data;and Video Graphics Array connector for external computer display.Physical Description and DisplayPhysical Description and Display Each Dell Inspiron E1505 has a silver finish with a built
47、-in black keyboard.The North American model has 87 keys,the European version has 88 and the Japanese one has 91.The laptop has a height of 1.42 inches,or 36 mm;width of 14.02 inches,or 356 mm;and depth of 10.45 inches,or 265.5 mm.It weighs 6.38 lbs.,or 2.9 kg,if it comes with the standard 6-cell 53-
48、watt-hour lithium-ion battery.The 15.4-inch widescreen,which has a 16.7-million color display,offers resolutions of 1 280-by-800 or 1 680-by-1 080 pixels.Words&Expressions1)release v.发布发布;发行发行 2)as of 自自起；截至起；截至 3)entry-level adj.初级的初级的 4)primarily adv.首要地，主要地首要地，主要地 5)initially adv.最初最初 6)hub n.中心中
49、心 7)pentium n.奔腾处理器奔腾处理器 8)characteristic n.特点；特性特点；特性 9)laptop n.便携式电脑便携式电脑 10)operating system 操作系统操作系统 11)memory n.存储存储 12)configuration n.结构，布局结构，布局 13)hard drive 硬盘驱动器硬盘驱动器 14)revolutions per minute 每分转数每分转数 15)mother-board n.母板，主板母板，主板 16)graphics n.制图法；绘图学制图法；绘图学 17)high definition 高清晰度高清晰度 1
50、8)external interfaces 外部接口外部接口 19)jack n.插孔；插座插孔；插座 20)composite adj.合成的；复合的合成的；复合的 21)component n.零部件；元件零部件；元件 22)connector n.连接头；连接器连接头；连接器 23)respectively adv.分别地分别地 24)finish n.最后一层涂饰最后一层涂饰 25)color display 彩色显示器彩色显示器 26)pixel n.像素像素 Notes (1)No longer in production as of the time of publication
