1、商务英语阅读商务英语阅读1 1Unit 7 Customers“THE AIM OF MARKETING IS TO KNOW AND UNDERSTAND THE CUSTOMER SO WELL THAT THE PRODUCT OR SERVICE FITS HIM AND SELLS ITSELF.”PERTER DRUCKER(1909-2005),AMERICAN MANAGEMENT CONSULTANTContents 2.Text A 1.Lead-in Discussion 4.Cultural Tour 3.Text B Lead-in Discussion1.What
2、influence the decision to buy the product?Lead-in Discussion2.Do you have the habit of collecting information about the product before you buy it?Why do you prefer dong so?Lead-in Discussion3.Do you take time to make comparison among similar products before you make a decision?And why?Structural Ana
3、lysisMain IdeasPart 1(Para.1-2)News reports fast food sale has decreased and Chinese consuming tastes are changing.Part 2(Para.3-5)Chinese consumer market exists two speed of consumption.Part III(Para.6-10)New trends have emerged in the Chinese consuming activities.poodle n.an intelligent dog with a
4、 heavy curly solid-colored coat that is usually clipped 贵宾犬贵宾犬The poodle yapped and snapped.卷毛狗又吠又咬。卷毛狗又吠又咬。Text A Words and ExpressionsText A Words and Expressionsindicator n.a number or ratio(a value on a scale of measurement)derived from a series of observed facts 指标；指标；指示者指示者Gold prices are ofte
5、n seen as an indicator of inflation.黃金价格常常被看作是通货膨胀的指标黃金价格常常被看作是通货膨胀的指标.palatable adj.acceptable to the taste or mind;宜人的；宜人的；可接受可接受的的Some of the dialogue has been changed to make it more palatable to an American audience.有些对白有所修改以适应美国观众的口味。有些对白有所修改以适应美国观众的口味。Text A Words and Expressionsmeltdown n.to
6、tal collapse,a dead duck彻底垮台彻底垮台Urgent talks are going on to prevent the market going into financial meltdown during the summer.正在进行紧急会谈，以防止市场在夏季出现金融正在进行紧急会谈，以防止市场在夏季出现金融危机。危机。Text A Words and Expressionsguzzler n.someone who drinks heavily(especially alcoholic beverages)酒鬼，酒量大的人酒鬼，酒量大的人When are you
7、 gonna get rid of that gas guzzler?你准备什么时候处理掉那辆你准备什么时候处理掉那辆“吃吃”油的大卡车油的大卡车?Text A Words and Expressionsrust n.being deteriorate due to the action of water,air,or an acid 生锈；生锈；变钝，荒废变钝，荒废In the room there was a huge stove overlaid with rust.房间中有一个长满了锈的大炉子。房间中有一个长满了锈的大炉子。Text A Words and Expressions pr
8、emium adj.having or reflecting superior quality or valueIf space is at a premium,choose adaptable furniture that wont fill the room.如果空间有限，就选择一些不会把房间占得很满的如果空间有限，就选择一些不会把房间占得很满的可改装家具。可改装家具。Text A Words and Expressionspamper v.纵容；纵容；细心照顾；细心照顾；娇惯娇惯 Pamper yourself with our new range of beauty treatment
9、s.尽情享受一下我们的新系列美容服务吧。尽情享受一下我们的新系列美容服务吧。Text A Words and Expressionsprimp v.dress or groom with elaborate care（尤指对着镜（尤指对着镜子）精心打扮子）精心打扮If youre going to take my photograph,I must go and primp prinkup a bit first.你要是想给我照相的话你要是想给我照相的话,我必须先稍稍打扮一下。我必须先稍稍打扮一下。Text A Words and Expressionsgrouse plaint抱怨，发牢骚抱
10、怨，发牢骚When they groused about the parking regulations,they did it with good humor.他们总是非常幽默地表达对泊车规定的不满。他们总是非常幽默地表达对泊车规定的不满。Text A Words and Expressionsentrant n.any new participant in some activity参加者，新加参加者，新加入的入的All items entered for the competition must be the entrants own work.所有参赛作品必须是参赛者本人的作品。所有参
11、赛作品必须是参赛者本人的作品。Text A Words and Expressionsyogurt n.a custard-like food made from curdled milk酸奶；酸奶；酸乳酪；酸乳酪；Yogurt is a perfectly acceptable substitute for cream in cooking.酸奶是烹饪用的特别受欢迎的奶油替代品。酸奶是烹饪用的特别受欢迎的奶油替代品。Text A Words and ExpressionsText A Notes1.Bain&Company an American global management cons
12、ulting firm headquartered in Boston,Massachusetts.It provides advisory services to businesses,nonprofit organizations,and governments,and is one of the Big Three strategy consulting firms(MBB).The CEO is Bob Bechek and the CFO is Len Banos.Bain has 54 offices in 34 countries and 5,700 employees.贝恩公司
13、贝恩公司2.Kantar Worldpanel an international company dealing in consumer knowledge and insights based on continuous consumer panels.Kantar Worldpanel is part of the Kantar Group the Data Investment management Division of WPP.凯凯度消費者指数度消費者指数Text A NotesText A Notes3.Tingyi Holding Corporation:the largest
14、instant noodle producer in China.It specialises in the production and distribution of instant noodles,beverages,baked goods and soft drinks with its brand name,Master Kong.Its headquarters are in the Tianjin Economic-Technological Development Area in Binhai,Tianjin.康师傅控股有限公司康师傅控股有限公司4.KPMG a profess
15、ional service company and one of the Big Four auditors,along with Deloitte,Ernst&Young(EY)and PricewaterhouseCoopers(PwC).Seated in Amsterdam,the Netherlands,KPMG employs 189,000 people and has three lines of services:financial audit,tax,and advisory.Its tax and advisory services are further divided
16、 into various service groups.毕马威毕马威（KPMG/台湾又名安侯建业）台湾又名安侯建业）Text A Notes5.Oliver Wyman an international management consulting firm with a large focus on banking and financial services.Founded in 1984,the firm adopted its current form in May 2007,when Mercer Oliver Wyman joined with Mercer Management
17、Consulting and Mercer Delta to become one firm named Oliver Wyman.As of fiscal year 2016,it was the fourth biggest management consulting firm in the world in terms of revenue,ranking just below the Big Three.It is part of the Oliver Wyman Group,a business unit of Marsh&McLennan.奥纬咨询奥纬咨询Text A Notes6
18、.Rust Belt a term referring to economic decline,population loss,and urban decay due to the shrinking of its once-powerful industrial sector,also known a deindustrialization.The term gained popularity in the U.S.in the 1980s.从前工业繁盛今已衰落的发达国从前工业繁盛今已衰落的发达国家一些地区家一些地区Text A NotesText A Questions about the
19、 Text1.How do Chinese customers change their taste on food?Illustrate some in your words.Customers begin to turn back on instant noodles and choose more fresh and healthy food.(an open-ended question)Text A Questions about the Text2.What is a two speed consumer market?How is it reflected according t
20、o the passage?According to the statistics listed in the passage,there is a two speed consumer market:the sales of instant noodles and beer has fallen,with the former by 36%,the latter by 3.6%in 2015,while fast-moving consumer goods,such as soft drinks and processed foods,growth is slowing rather tha
21、n going into reverse.increasing by 3.5%in 2015.Text A Questions about the Text3.What are the major changes in Chinas economy?Could you say something about todays rust belt in China?Nowadays non-industrial activities account for more than half of Chinas economy.rust belt refers to urban areas charact
22、erized by concentrations of declining industries(steel or textiles).In China,there are some rust belts,such as industries in Northeast China.Text A Questions about the Text4.What is the new trend in Chinese consuming habits?List some.More and more Chinese have made trips abroad and prefer healthy li
23、festyles.They choose fresh food,stress on food safety and keep fitness.The sort of indulgences common among young Western urbanites is also now growing fast in China.Text A Questions about the Text5.How do you think these Chinese new consuming behaviors?Discuss with partners.(an open-ended question)
24、Structural AnalysisThe structure of the text goes as follow:Part I(Para.1-3):A trend of customer empowerment has emerged.Part II(Para.5-7):Customer empowerment demands employee empowerment and belongs to customers.Part III(Para.8-17):Customer power has caused changes of management methods.showcase v
25、.display or present to its best advantage 使展现；使展现；在玻璃橱窗陈列在玻璃橱窗陈列For Macko,the fair is an opportunity to showcase his work.于马克而言于马克而言,这个会展是一个能展示他作品的一个这个会展是一个能展示他作品的一个机会。机会。Text B Words and Expressionssaga n.a long story,account,or sequence of events长篇故长篇故事；事；传说，冒险故事，英雄事迹传说，冒险故事，英雄事迹Herbert sat quietl
26、y through the telling of this saga.在聆听这个长篇传奇故事时，赫伯特自始至终安静在聆听这个长篇传奇故事时，赫伯特自始至终安静地坐着。地坐着。Text B Words and Expressionsempowerment n.the act of conferring legality or sanction or formal warrant授权；授权；许可许可 This government believes very strongly in the empowerment of women.这届政府坚决信奉女性应享有更大的权力。这届政府坚决信奉女性应享有更
27、大的权力。Text B Words and Expressions frustrate v.hinder or prevent(the efforts,plans,or desires)of 挫败；挫败；阻挠；阻挠；使受挫折使受挫折Doesnt it frustrate you that audiences in the theatre are so restricted?观众在剧场里要受到如此多的限制，这难道不令观众在剧场里要受到如此多的限制，这难道不令人恼火吗？人恼火吗？Text B Words and Expressionsveto v.vote against;refuse to en
28、dorse;refuse to assent否否决，不同意；决，不同意；不批准，禁止不批准，禁止The veto has been a traditional instrument of diplomacy for centuries.几个世纪以来否决权一直是外交上惯用的手段。几个世纪以来否决权一直是外交上惯用的手段。Text B Words and Expressionsfeedback n.response to an inquiry or experiment反馈；反馈；反应反应Id appreciate some feedback on my work.如果有人对我的工作提出意见我将感
29、激不尽。如果有人对我的工作提出意见我将感激不尽。Text B Words and Expressionsvariant adj.differing from a norm or standard不同的，相异不同的，相异的，不一致的的，不一致的Problems include such difficulties as changes of name and variant name forms.问题包括名称的改变和不同的名称形式等困难。问题包括名称的改变和不同的名称形式等困难。Text B Words and ExpressionsText B Words and Expressions nud
30、ge v.to push against gently 轻推；轻推；推进推进Foreigners must use their power to nudge the country towards greater tolerance.外国人必须动用他们的力量促使这个国家变得更外国人必须动用他们的力量促使这个国家变得更加宽容。加宽容。Text B Notes1.HUL an Indian consumer goods company based in Mumbai,Maharashtra.It is owned by Anglo-Dutch company Unilever which owns
31、 a 67%controlling share in HUL as of March 2015 and is the holding company of HUL.HULs products include foods,beverages,cleaning agents,personal care products and water purifiers.联联合利华印度合利华印度Text B Notes2.B2C or business-to-consumer,is the type of commerce transaction in which businesses sell produc
32、ts or services to consumers.Traditionally,this could refer to individuals shopping for clothes for themselves at the mall,diners eating in a restaurant,or subscribing to pay-per-view TV at home.“商对客商对客”电商模式电商模式Text B Notes3.B2B(business-to-business),also known as e-biz,is the exchange of products,se
33、rvices or information(aka e-commerce)between businesses,rather than between businesses and consumers.“公对公公对公”电商模式电商模式Text B Notes4.Ebay a multinational e-commercecorporation,facilitating onlin econsumer-to-consumer and business-to-consumer sales.It is headquartered in San Jose，California.eBay was fo
34、unded by Pierre Omidyar in 1995,and became a notable success story of the dot-com bubble.Today it is a multibillion-dollar business with operations in about 30 countries.亿贝网亿贝网Text B Notes5.quickr or IBM Lotus Quickr，is social team collaboration software,used by teams of people to share content.Lotu
35、s Quickr works inside and outside firewalls.IBM协作平台协作平台Text B Notes6.indiblogger a very popular and active blog directory,featuring Indian bloggers of various niche.Indian as well as non-Indian Bloggers residing abroad,can share their blogs and posts and also vote on others posts,write reviews and s
36、o on.印度博客印度博客Text B Notes7.blogadda one of the largest communities of Indian bloggers.It brings a widespread platform for bloggers to showcase their blogs and help them promote it to a larger audience.It helps Indian bloggers to connect with other bloggers thereby building a powerful network.博罗各答（印度
37、一博客网）博罗各答（印度一博客网）Questions for Text B1.What is consumer empowerment?How does it make purchase different from before?When customers have more accesses for more information about the product and make choices among goods,companies started listening to customers so that they could give a better consumer
38、 experience.And hence began the saga of customer empowerment.The customer empowerment can make customers opinions heard by companies,which was impossible in the past,hence customers get more controls in purchasing.Questions for Text B2.How does the program of reality shows reveal the viewers priorit
39、y?Nowadays,reality show winners are decided by the viewers.Viewers can send messages or email to select the winner of their choice.The more the votes,the more chances of a player winning the reality show.Questions for Text B3.Why should the employee be empowered?What is the relation between the empl
40、oyee and the customer?Because Most customers need a quick answer,and if the employee in front of the customer does not have the power of decision making,the customer is sure to get frustrated.At such a time,empowering the employee ultimately leads to customer empowerment because the company did what
41、 the customer wanted thats the ultimate experience for the customer.Questions for Text B4.What influence could be brought out by the shift in power from the company to the customer?This shift in power caused changes of management methods.Nowadays marketers follow a bottom up approach of marketing.Th
42、e feedback comes from customers regularly,and then the implementation is done.Questions for Text B5.Do you have online shopping experience?How do you think of consumer empowerment?(an open-ended question)Reading Comprehension1.It can be implied that_-A.The consumers had little chance to choose commo
43、dities in the past.B.The customers knew the product well when they purchase it in the past.C.The customer is unwilling to get information about the product before they buy it.D.The customers have no access to the product information before they buy it.Reading Comprehension2.The writer suggests that_
44、.A.The company still turns deaf to the customers requirement nowadays.B.The company tries to deny the customers empowerment.C.The company is ready to consider what the customer really wants.D.The company will open feedback to get more opinion from the customer.Reading Comprehension3.The writer proba
45、bly feels that_.A.The customers comment could damage the company management.B.The result of reality shows is decided by the sponsor.C.The employee should offer a quick answer if the customer questions the product.D.Customer could return the product freely even after they have used it.Reading Compreh
46、ension4.Whats the writers attitude toward customer empowerment?A.positive B.critical C.ambiguous D.negativeReading Comprehension5.We can draw the conclusion from the passage thatA.Customer empowerment could benefit little on the quality of the product.B.The product design doesnt need to take custome
47、rs into consideration.C.There is a trend for the consumer to enjoy more purchasing power and independence.D.More and more e-commerce businesses have resisted customer empowerment.Chinese Culture TourQomolangma:Snow Mountain Goddess(Questions for discussion)1.What does“Qomolangma”mean?2.What else do
48、you know about the Mountain?Reading Skills逻辑推理逻辑推理 在阅读过程中，作者的真实意图在原文中不能找到在阅读过程中，作者的真实意图在原文中不能找到必须抓住文中的必须抓住文中的 相关信息，顺藤摸瓜，进行有理相关信息，顺藤摸瓜，进行有理有据的分析、归纳和推理，才能找出答案。有时有据的分析、归纳和推理，才能找出答案。有时需要透彻理解作者的双关语和弦外之音等。需要透彻理解作者的双关语和弦外之音等。判断推理题经常使用的提问方式有：判断推理题经常使用的提问方式有：It can be inferred/concluded that.Which of the fol
49、lowing conclusions can we draw according to the passage?.Reading SkillsThe passage implies,but doesnt directly state that.The writer suggests that.Whats the authors attitude toward?The writer probably feels that.In which of the following publication would this passage most likely be printed?The auth
50、or uses the examples of.to show that Reading Skills常见的连接词和过渡词能表征上下文内在逻辑关系：常见的连接词和过渡词能表征上下文内在逻辑关系：前后意思一致：前后意思一致：in other words,that is to say,namely,this means,likewise并列平行：并列平行：and,or,also,too,besides,another递进：递进：in addition to,adding to,moreover,furthermore强对比：强对比：unlike,differ from,on the other h
