1.what does the word "adjustment" mean?

2.what shouldbe done to achieve maximum total revenue?

3.what does the word "traffic"mean?

be aimed at: 表主动aimed at : 以……为目的，为达到……目的be based on: 以………为基础

more......than ：多余 、超出、比 ...... 多profitable sales volume is more important than maximum sales volume销售利润 volume 比最大销量更重要

traffic ： n. 交通；运输；贸易； [ 通信 ] 通信量 vt. 用…作交换；在…通行 vi. 交易，买卖retailer should consider cost and traffic flow in site selection : A low-cost , low-traffic location means spending more on advertising to build traffic零售商应该考虑成本和交通流选址 : 一种低成本、低流量位置构建交通意味着花更多的广告

{

be monitored to: 被监控population shifts,legal developments,and the local encnomic situation should be monitored to quickly identify problems and opportunities.人口的变化、法律的发展和当地经济应该被监控，可以快速识别问题和机遇focus on: 集中 ; 集中于 to focus attention on ： 锁定 focus campaign on 竞选重点

(Para.4) （ An inexpensive research program, based on questionnaires given to current or prospective customers, ） can often uncover dissatisfaction or possible new products or services.

一个基于对现有及预期客户问卷调查的研究项目花费不多 , 却常常能揭示客户的不满以及提供新产品和服务的可能性 .

(Para.5) A marketing strategy identifies （确定） customer groups which a particular business can better serve than its target competitors, and tailors （定制） product offerings, prices, distribution, promotional efforts and services toward those market segments. 市场营销策略应首先确定一个企业的客户群体 , 对于这些群体它能比竞争对手提供更好的服务 ; 然后再根据这些细分的市场定制产品 , 价格 , 配送 , 促销和服务

A good strategy helps a business （省略 that 引导的从句） focus on the target markets it can serve best.好的经营策略有助于企业将精力放在其最擅长的目标市场上 .

(Para.8) cost 成本 traffic flow 客流量(Para.8) If purchases are based largely on impulse, then high traffic and visibility are critical. 如果购买行为主要是来自于一时冲 , 那么大客流量和高可见度便是关键 .

彭吉

SHOW

TIME

NEW WORDS AND EXPRESSIONSconvince v. 使确信crucial 决定性的 关键的entrepreneur n. 企业家 承包者impuis n. 一时冲动 突然的欲望marketing n. 营销 推销nom n. 标准 规范 准则package n. （供买卖）一整套东西 presence n. 存在profitability n. 可盈利性profitable a. 盈利的retailer n. 零售商 retain v. 保持 保留 保存

NEW WORDS AND EXPRESSIONSconvince v. 使确信crucial 决定性的 关键的entrepreneur n. 企业家 承包者impuis n. 一时冲动 突然的欲望marketing n. 营销 推销nom n. 标准 规范 准则package n. （供买卖）一整套东西 presence n. 存在profitability n. 可盈利性profitable a. 盈利的retailer n. 零售商 retain v. 保持 保留 保存

NEW WORDS AND EXPRESSIONS

segment n. 部分 片 快site v. 给 ... 选址 n. 地址tailor v. （按特殊需要）设定vary v. 变化 改变vice versa 反之亦然volume n. 量 数量wholesaler n. 批发商go out of one's way (to do ) 千方百计 想尽办法keep up with 跟上try out 试验 考验

Check You Understang

1 、 All company policies and activities should be directed toward satisfying custom

er needs

2 、 It is unnecessary for a company to keep up with competitor' market strategies

3 、 According to the passage , every marketing program contains five key components4 、 Entrepreneurs should carefully plan their marking strategies and performance to keep their market presence strong

T

F

F

T

Check You Understang

5 、 Maximum sales volume is more important than profitable sales volume6 、 Direct mail is an effective , low-cost medium available to small businesses 7 、 A low-cost , low-traffic location means spending less on advertising to build traffic8 、 Entrepreneurs should audit their company's perfomance at least quarterly each year

F

T

F

T

ANSWER ? ? ?

How can one tell whether a marketing strategy is goodornot

What must entrepreneurs do to be successful ?

3

4

What are the main fuctions of market reseach ?

2

1

Marketing works primarily on two important principles . What are they ?

ANSWER ? ? ?

What must entrepreneurs do after a marketing program is implemented

What are the four key components every marketing progam contains ?

7

8

What is usually the relationship betweenprice and sales volume ?

6 Why is good salesmanship essential for small businesses ?

5

VI.Fill in the table below with corresponding English or Chinese equivalents

• Marketing strategies• sales volume• prospective customers• potential profitability• target market• total revenue• personalized service• traffic flow• international market• promotipon strategies

• 营销策略• 销售量• 潜在顾客• 潜在盈利性• 目标市场• 总收入• 个性化服务• 顾客流量• 国际市场• 促销策略

Vll. Complete the following sentences by translating the parts given in Chinese

• 1.the policies and activities of a company Should be directed toward satisfying customer needs( 应致力于满足客户

需求）• 2.Successful marketing requires timely and relevant market

information （及时和相关的市场咨询）• 3.It’s important to keep up with competitors’ market strategies

and make adjustments to one’s own (调整自身的策略）• 4.A good strategy help a business focus on the target markets

(帮助企业专注于目标市场） it can serve best.

• 5.Good salesmanship is very important for small businesses because of their limited ability to spend on advertising (由于其能用于广告的花费有限）。

• 6.Working through established distributors or agents （通过已有的经销商或代理商） generally is easiest for manufacturers.

• 7.Location is not so important for products that customers are willing to go out of their way to find ( 顾客愿意费力寻找的）。

• 8.To make sure business is running healthily on track ( 确保企业在健康的轨道上运行）， entrepreneurs should audit company’s performance at least quarterly each year.

Decide whether the following statements are true (T) or false (F) according to the passage.

1.Customers do not want to know what can be offered.

false

2.The fast flow of information benefits consumers only .

false

3.The most influential factor over decision-making might be information.

true

4.The UNISYS offers no consultants for its customers.

false5.The UNISYS serves its customers to speed up their transactions.

true

Give short answers to the question.

1.What does the UNISYS offer to help?

Customerize the customer’s enterprise.

2.What does” Act fast”(in paragraph one) mean?

Take actions immediately.

3.Why is it beneficial to you when your customers do not know all that you know ?

It leaves revenue-generating potential untapped.

4.If you are seeking a consultant to evaluate your company’s information flow, what number should you dial ?

1-800-874-8647, ext.13.

5.Why is the word “revenue” placed at the very end of the ad ?

To emphasize this is the final objective of business.

Put the following into Chinese , paying attention to the persuasive tone .

1.What your customer doesn't’t know leaves revenue-generating potential untapped.

您的顾客所不知道的正是您未开启的财源 .

2.You not only boost the speed of transactions but also sharpen your competitive edge.

您不仅可以提高交易速度 , 还能增强竞争力 .

3.Discover how Unisys can help you customerize your enterprise and convert information into a stream of customers –and revenue .

看看 Unisys 到底怎样使您的企业客户化 , 并把信息变为源源不断的顾客─和财富 .

4.If your customer only knew what you know , act fast.

如果您的客户仅仅了解您所了解的 , 赶快行动吧 .

5.Unisys, we make it happen.

Unisys, 让您实现心中理想 .

• Bill of Exchange1.“ 汇票”字样（ Exchange ）2. 无条件支付命令（ Pay to……… ）3. 金额（ Amount)4. 付款期限6. 出票人（ Drawer) 或收款人（ Payee) ：出口或其他

指定的银行。7. 受票人（ Drawee) 或 付款人（ Payer): 进口人或指定

的银行（ To)8: 取票依据：通常是著名开证行与编号的信用证或商品

名9 ：出票日期、地点10 ：出票人签名

• Sample 1

• NOTES

汇票通常是两张一套，但债务只有一笔，因此第一张上说明“本汇票之副本”（ Second being unpaid ), 第二张则说明“本汇票之正本未付”（ First being unpaid).

CITIC china international Trust and investment Corp. 即中国国际信托公司。

The Hongkong and Shanghai Corporation(HSBC). 香港汇丰银行。

New words and expressions

• Blueprint 蓝图，计划• Considerate 考虑周到的• Expertise 专业技能• Graph 图标• Penalize 处罚• Tag 标签• Technician 技师，技术专家

• Upgrade 升级，违规• Violation 违反，违规• Mason 梅森（姓氏）• Hans 汉斯（姓氏）• Technological 专有技术• Industrial transfer 技术转让• Industrial property 工业资产

• Initial down payment 起始预付款• Product design 产品设计• Confidentiality clause 保密条款

Key words and phrases

• expertise 专业技能• grapy 图表• penalize 处罚• tag 标签• technician 技术专家，技师• upgrade 升级，改进• violation 违反，违规

• technological know-how• 专有技术。• technology transfer 技术转让。• industrial property 工业资产。• initial down payment 起始预付款。• product design 产品设计。• confidentiality clause 保密条款。

• technological know-how• 专有技术。• technology transfer 技术转让。• industrial property 工业资产。• initial down payment 起始预付款。• product design 产品设计。• confidentiality clause 保密条款。

Useful expressions and patterns

• 有用的表达和模式。• 1 ， cooperation 合作 • mutually beneficial 互惠互利• 2 ， appreciate 欣赏• technical cooperation 技术合作• 3 ， competitive 竞争• 4 ， enterprise 企业• imported advanced technology 引进先进技术

• 5 ， be appropriate to 对于……是适合的• 6 ， know-how 技术诀窍• adopt 采用• 7 ， in need of 需要• 8 ， data 数据• blueprints 蓝图

• 9,royalty 提成费• net sale 净销售• 11,We can't go that far. 我们不能走那么远。 12 ， enhance 加强，提高（ improve ） 13 ， manual 手册。 time to time 经常 14 ， performance record 性能记录 machine 机器

• 15 ， connect into 连接到• related information 相关信息• print it 打印• 课堂对对碰• Match the items in the following two

columns.

• a.technology transfer 1,互惠互利• b.technological know-how 2, 可行性报告• c.royalty 3,技术转让• d.initial down payment 4,提成费• e.industrial property 5,工业资产• f.reciprocal contract 6,专有技术• g.compensation rate 7,补偿贸易• h.feasibility report 8,起始预付款

• Complete the following dialogue by choosing from the responses listed below.

• A:Nice to see you again.

• B: 4• A:Now let's come to the point(开门见山 ). 2

• we'll accept 5% of the net sale price of the • licensed （许可） items during the terms of

agreement （协议有效期） .• B: 5 • I'm sure you know in the initial stage of oper

ation ,the company will have a hard time.• A:The initial down payment can't be reduced,

1

• B:Well,it would work if the royalty payment begin in the third producation year,and the rate comes down to 3%.

• A:All right,we'll accept it, 3• B:OK.I think things are quite clear now.• 1.but we may consider lowering the royalty rat

e a little.• 2.In addition to an initial down payment of $10

0000 is agreed on then

• 4.Nice to see you• 5.I'm afraid the initial down payment is too hi

gh