Unit 4
1. 中东和平谈判正在进行当中。
武汉地铁正在建设当中。
2． 客户对我们的服务感到非常满意。
3．对价格敏感的顾客喜欢去买一些减价品，而有品牌意识的顾客则重视产品的声誉。
4行业分析师说，食品零售业市场已达到饱和，企业必须开拓海外市场。
5．中国旅游业有很好的增长前景。
6．由于其较低的利率，这家银行吸收了巨大的顾客存款。
7．对中国地产业的长期盈利性还应打个问号。
8．厂商如果已牺牲产品质量为代价来增加利润的话，就会损害自己的品牌并造成很坏的公众影响。
A technological revolution is under way
A formal negotiation is under way.
The subway is under construction.
Your proposal is under consideration
Select goods / a select school/ a select group (number) of
Be happy with /about
Take advantage of cut-price offers
Be certain/sure/set to do
Retail food market is saturated.
Even when the market reaches saturation, the production process doesn’t stop.
Prospect of growth / a bright prospect / a dim/ bleak prospect
Large supermarket chains/ chain store
Take over / hand over
Take over 20 billion yuan of customer deposits
I took over as the editor of the magazine
Interest rates on savings
ROI = return on investment
There is a question market over long-term profitability. / feasibility
Widen margins and boost profits
The effect is marginal
Make marginal adjustment
The new technology will boost the food production.
This policy will be a great boost to economy.
Boost the morale / confidence of the players
This film/book has been boosted in Time recently.
Create good/bad publicity / hurt the brand / build up a corporate image
Don’t share their fears
Own-label car / real estate agent /
He has no incentive /drive to improve his performance.
Offer bonus points with every purchase
These points add up to free air miles
It really pays to stay loyal to the brand.
It pays to keep on the right side of your boss.
Competitive edge
Direct / phone selling
This price is really value for money
Overheads / running cost
Turnover / personnel turnover / turnover rate of inventory
1. which word is the odd one out?
1) trademark brand copyright patent
2) innovate stretch diversify extend
3) target promote market advertise
4) incentive benefit selling-point specification
5) customer retailer end-user consumer
6) bona fide authentic genuine counterfeit
7) discontinue phase out launch recall
8) global domestic worldwide international
9) shelf-life life expectancy life insurance life cycle
10) design name image reputation
2. match the nouns then use them to complete the sentences below.
Shelf brand
Loyalty life
Third market
Own party
Window awareness
Market scheme
Retail advantage
Competitive leader
Black display
Brand outlet
1) We produce fresh pasta so our products only have a short ________.
2) We don’t make anything ourselves. We contract out to ______ manufacturers.
3) The new ________ encourages customers to buy more of our goods.
4) Every year billions of dollars worth of illegal software is sold on the _______.
5) The new features will give us a _________ over our nearest rivals.
6) Supermarkets sell their __________ products more cheaply than other brands.
7) The TV advertisements really helped increase ________ and raise our profile.
8) With 62% market share, they are clearly the __________ in this sector.
9) With such a boring _________ , it’s no wonder people don’t go into the shop.
10) We’re reducing costs and cutting the number of _______ we sell through.
3.Use the following words to complete the email below.
Feedback brand loyalty pricing policy premium
Loss-leader household name brand awareness
Sam
Here’s a quick summary of the market 1_______ on the S220. As expected, a lot of the sales are through existing customers, with 65% of them having upgraded to the S220, so 2_______ seems high. But only 15% of non-current customers had heard of the S220 series so we need to build up 3_________ . I mean 15% doesn’t exactly make the S220 a 4_________ , does it?
I think we need to review our 5__________ and think about special promotional discounts and other targeted offers to help grow market share. I know the S220 cost a lot to develop and I don’t want to turn it into a 7________ but I really think we’re charging too much of a price 8________ to establish a wide enough customer base.
Let me know what you think.
Jules
A niche market /distributor / distribution channel
Marketing and Sales
How are you going to promote construct x?
Well, first of all we’ll include it in the new catalogue.
OK. What about advertising?
We’re going to run a campaign in the press, but only in specialist publications. This is a niche
product.
Right. Are you going to do a mailing?
Yes, just a flier to our regular customers.
Will you offer them any kind of giveaway?
No, but there will be a discount on orders in the first thirty days
Sounds good.
Well, we’ll see.
Do you think we should focus mainly on the domestic market or go for overseas sales right at the
beginning?
I think domestic to start with. That way we don’t have to worry about distribution problems until
later.
I think I agree. What about pricing?
Well, this is a unique product, there’s no real competition, so it’s going to be fairly high-priced. Don’t
you think so?
Well, that sounds fair. Any thoughts about the package?
Standard ---- a hard case containing the discs and the manual. Technical drawings on the outside to
give a precise, professional image.
Are you going to have any point-of-sale displays in computer shops?
Just a poster, using the same image as the packaging.
Well, it all sounds very good.
You’ll find all the details in the report.
Point-of-sale
Selling point
Arouse public awareness of resources conservation
Review 1
1. This ________ here shows exactly how our payment processing works.
a) graph b) flow chart c) pie chart
2. we had to get a bank _______ to finance the new machinery.
a) credit b) finance c) loan
3. the market was flooded with cheap _______ products from abroad.
a) genuine b) bona fide c) counterfeit
4. all our products come with a standard one-year _________.
a) warranty b) shelf life c) contract
5. the head of department will have to _________ the payment.
a) authorise b) summarise c) analyse
6. I’m afraid delivery will be late because we have a ________ of orders
a) back date b) batch c) backlog
7. we don’t make any profit on it. We’re using it as a ________ to get market share.
a) trademark b) loss-leader c) concession
8. we’re paying ________ of about 6 % on our finance.
a) tax b) penalties c) interest
9. we’re moving our headquarters to a new ________ next month.
a) leasehold b) location c) construction
10. everyone agreed and it was a _________ decision.
a) unanimous b) summary c) representative
11. I hope the terms of the agreement are to your _________.
a) satisfaction b) entertainment c) convenience
12. tell the ______ we need to assess the damage before we can pay anything.
a) end user b) broker c) claimant
13. they’re going to streamline the management _______ to reduce costs.
a) administration b) orientation c) structure
14. I think the brand’s strong enough to ______ into financial services.
a) diversify b) globalise c) innovate
15. we’re going to start _______ our computer systems in autumn.
a) renovating b) upgrading c) constructing
16. the new product features should give us a competitive ________.
a) expectancy b) premium c) advantage
17. we improved our ______ channels to get products into shops more quickly.
a) distribution b) consignment c) transaction
18. we’ll have to be very careful how we ________ suc a small budget.
a) supervise b) allocate c) finance
19. the company went bankrupt and called in the _____.
a) auditors b) accountants c) receivers
20. the major TV campaign should help to increase brand _________.
a) feedback b) reputation c) awareness
21. the contractor put in a _________ for the construction project.
a) grant b) statement c) tender
22. we put our savings into a high-interest ________ account.
a) deposit b) deficit c) debit
23. we work very hard at ________ good relationships with our customers.
a) launching b) establishing c) negotiating
24. we’re hoping to pay off the _______ credit by the end of the year.
a) pending b) outstanding c) overdrawn
25. supermarkets can maximize profits by selling _________ goods.
a) third-party b) black market c) own-brand
26. The motorways and new airport have improved the __________.
a) capacity b) commuting c) infrastructure
27. With a modest budget we had to go for the most ____________ plan
a) cost-effective b) sophisticated c) state-of-the-art
28. They’ve got a good _________ of designing innovative products.
a) analysis b) track record c) assessment
29. We’re introducing a loyalty _________ with a points card system.
a) scheme b) objective c) factor
30. With all these new orders, we’re struggling to _________ demand.
a) produce b) cater c) satisfy
31. The trainee made a lot of mistakes due to a lack of adequate _________. a) brainstorming b) supervision c) control
32. We produce locally to avoid the high import ___________.
a) tariff b) bonus c) price
33. We use a ________ firm to distribute our heavy machinery all over the UK.
a) haulage b) courier c) public transport
34. With _________ below 2 percent, prices haven’t increased for two years now a) income tax b) depreciation c) inflation
35. They _____ the product due to falling sales after 8 years on the market.
a) recalled b) prevented c) discontinued
36. You have to fill in two forms to claim back your travel _________.
a) overheads b) expenses c) investments
37. It all depends on your _________ of view, doesn’t it?
a) point b) type c) angle
38. They took out a __________ tot stop other companies copying the design. a) warranty b) patent c) deed
39. The__________ investment in the new factory caused financial problems.
a) sensible b) suitable c) substantial
40. Many _____ dotcom companies go bankrupt within 18 months.
a) established b) start-up c) preliminary
41. I have to report to my _________ every two weeks.
a) chief executive b) company secretary c) line manager
42. All 230 ________ stayed in the same hotel where the conference was held. a) members b) delegates c) guests
43. My ________ takes care of all my correspondence and my diary.
a) partner b) apprentice c) assistant
44. Many UK supermarkets have _________ their brands into banking services. a) pushed b) diverted c) stretched
45. The brand enjoys very high awareness ---- it’s pretty much a _______ name.
a) household b) common c) universal
46. Make sure the goods are all in order before you sign the _______ note
a) advice b) cover c) delivery
47. We have to submit our tax ________ to the tax office by 8 February.
a) remittance b) return c) application
48. If sales don’t pick up, we’ll have to review our pricing ______.
a) policy b) prediction c) value
49. We need to freshen up the window displays at our retail _________.
a) offices b) outlets c) facilities
Unit 4
1. 中东和平谈判正在进行当中。
武汉地铁正在建设当中。
2． 客户对我们的服务感到非常满意。
3．对价格敏感的顾客喜欢去买一些减价品，而有品牌意识的顾客则重视产品的声誉。
4行业分析师说，食品零售业市场已达到饱和，企业必须开拓海外市场。
5．中国旅游业有很好的增长前景。
6．由于其较低的利率，这家银行吸收了巨大的顾客存款。
7．对中国地产业的长期盈利性还应打个问号。
8．厂商如果已牺牲产品质量为代价来增加利润的话，就会损害自己的品牌并造成很坏的公众影响。
A technological revolution is under way
A formal negotiation is under way.
The subway is under construction.
Your proposal is under consideration
Select goods / a select school/ a select group (number) of
Be happy with /about
Take advantage of cut-price offers
Be certain/sure/set to do
Retail food market is saturated.
Even when the market reaches saturation, the production process doesn’t stop.
Prospect of growth / a bright prospect / a dim/ bleak prospect
Large supermarket chains/ chain store
Take over / hand over
Take over 20 billion yuan of customer deposits
I took over as the editor of the magazine
Interest rates on savings
ROI = return on investment
There is a question market over long-term profitability. / feasibility
Widen margins and boost profits
The effect is marginal
Make marginal adjustment
The new technology will boost the food production.
This policy will be a great boost to economy.
Boost the morale / confidence of the players
This film/book has been boosted in Time recently.
Create good/bad publicity / hurt the brand / build up a corporate image
Don’t share their fears
Own-label car / real estate agent /
He has no incentive /drive to improve his performance.
Offer bonus points with every purchase
These points add up to free air miles
It really pays to stay loyal to the brand.
It pays to keep on the right side of your boss.
Competitive edge
Direct / phone selling
This price is really value for money
Overheads / running cost
Turnover / personnel turnover / turnover rate of inventory
1. which word is the odd one out?
1) trademark brand copyright patent
2) innovate stretch diversify extend
3) target promote market advertise
4) incentive benefit selling-point specification
5) customer retailer end-user consumer
6) bona fide authentic genuine counterfeit
7) discontinue phase out launch recall
8) global domestic worldwide international
9) shelf-life life expectancy life insurance life cycle
10) design name image reputation
2. match the nouns then use them to complete the sentences below.
Shelf brand
Loyalty life
Third market
Own party
Window awareness
Market scheme
Retail advantage
Competitive leader
Black display
Brand outlet
1) We produce fresh pasta so our products only have a short ________.
2) We don’t make anything ourselves. We contract out to ______ manufacturers.
3) The new ________ encourages customers to buy more of our goods.
4) Every year billions of dollars worth of illegal software is sold on the _______.
5) The new features will give us a _________ over our nearest rivals.
6) Supermarkets sell their __________ products more cheaply than other brands.
7) The TV advertisements really helped increase ________ and raise our profile.
8) With 62% market share, they are clearly the __________ in this sector.
9) With such a boring _________ , it’s no wonder people don’t go into the shop.
10) We’re reducing costs and cutting the number of _______ we sell through.
3.Use the following words to complete the email below.
Feedback brand loyalty pricing policy premium
Loss-leader household name brand awareness
Sam
Here’s a quick summary of the market 1_______ on the S220. As expected, a lot of the sales are through existing customers, with 65% of them having upgraded to the S220, so 2_______ seems high. But only 15% of non-current customers had heard of the S220 series so we need to build up 3_________ . I mean 15% doesn’t exactly make the S220 a 4_________ , does it?
I think we need to review our 5__________ and think about special promotional discounts and other targeted offers to help grow market share. I know the S220 cost a lot to develop and I don’t want to turn it into a 7________ but I really think we’re charging too much of a price 8________ to establish a wide enough customer base.
Let me know what you think.
Jules
A niche market /distributor / distribution channel
Marketing and Sales
How are you going to promote construct x?
Well, first of all we’ll include it in the new catalogue.
OK. What about advertising?
We’re going to run a campaign in the press, but only in specialist publications. This is a niche
product.
Right. Are you going to do a mailing?
Yes, just a flier to our regular customers.
Will you offer them any kind of giveaway?
No, but there will be a discount on orders in the first thirty days
Sounds good.
Well, we’ll see.
Do you think we should focus mainly on the domestic market or go for overseas sales right at the
beginning?
I think domestic to start with. That way we don’t have to worry about distribution problems until
later.
I think I agree. What about pricing?
Well, this is a unique product, there’s no real competition, so it’s going to be fairly high-priced. Don’t
you think so?
Well, that sounds fair. Any thoughts about the package?
Standard ---- a hard case containing the discs and the manual. Technical drawings on the outside to
give a precise, professional image.
Are you going to have any point-of-sale displays in computer shops?
Just a poster, using the same image as the packaging.
Well, it all sounds very good.
You’ll find all the details in the report.
Point-of-sale
Selling point
Arouse public awareness of resources conservation
Review 1
1. This ________ here shows exactly how our payment processing works.
a) graph b) flow chart c) pie chart
2. we had to get a bank _______ to finance the new machinery.
a) credit b) finance c) loan
3. the market was flooded with cheap _______ products from abroad.
a) genuine b) bona fide c) counterfeit
4. all our products come with a standard one-year _________.
a) warranty b) shelf life c) contract
5. the head of department will have to _________ the payment.
a) authorise b) summarise c) analyse
6. I’m afraid delivery will be late because we have a ________ of orders
a) back date b) batch c) backlog
7. we don’t make any profit on it. We’re using it as a ________ to get market share.
a) trademark b) loss-leader c) concession
8. we’re paying ________ of about 6 % on our finance.
a) tax b) penalties c) interest
9. we’re moving our headquarters to a new ________ next month.
a) leasehold b) location c) construction
10. everyone agreed and it was a _________ decision.
a) unanimous b) summary c) representative
11. I hope the terms of the agreement are to your _________.
a) satisfaction b) entertainment c) convenience
12. tell the ______ we need to assess the damage before we can pay anything.
a) end user b) broker c) claimant
13. they’re going to streamline the management _______ to reduce costs.
a) administration b) orientation c) structure
14. I think the brand’s strong enough to ______ into financial services.
a) diversify b) globalise c) innovate
15. we’re going to start _______ our computer systems in autumn.
a) renovating b) upgrading c) constructing
16. the new product features should give us a competitive ________.
a) expectancy b) premium c) advantage
17. we improved our ______ channels to get products into shops more quickly.
a) distribution b) consignment c) transaction
18. we’ll have to be very careful how we ________ suc a small budget.
a) supervise b) allocate c) finance
19. the company went bankrupt and called in the _____.
a) auditors b) accountants c) receivers
20. the major TV campaign should help to increase brand _________.
a) feedback b) reputation c) awareness
21. the contractor put in a _________ for the construction project.
a) grant b) statement c) tender
22. we put our savings into a high-interest ________ account.
a) deposit b) deficit c) debit
23. we work very hard at ________ good relationships with our customers.
a) launching b) establishing c) negotiating
24. we’re hoping to pay off the _______ credit by the end of the year.
a) pending b) outstanding c) overdrawn
25. supermarkets can maximize profits by selling _________ goods.
a) third-party b) black market c) own-brand
26. The motorways and new airport have improved the __________.
a) capacity b) commuting c) infrastructure
27. With a modest budget we had to go for the most ____________ plan
a) cost-effective b) sophisticated c) state-of-the-art
28. They’ve got a good _________ of designing innovative products.
a) analysis b) track record c) assessment
29. We’re introducing a loyalty _________ with a points card system.
a) scheme b) objective c) factor
30. With all these new orders, we’re struggling to _________ demand.
a) produce b) cater c) satisfy
31. The trainee made a lot of mistakes due to a lack of adequate _________. a) brainstorming b) supervision c) control
32. We produce locally to avoid the high import ___________.
a) tariff b) bonus c) price
33. We use a ________ firm to distribute our heavy machinery all over the UK.
a) haulage b) courier c) public transport
34. With _________ below 2 percent, prices haven’t increased for two years now a) income tax b) depreciation c) inflation
35. They _____ the product due to falling sales after 8 years on the market.
a) recalled b) prevented c) discontinued
36. You have to fill in two forms to claim back your travel _________.
a) overheads b) expenses c) investments
37. It all depends on your _________ of view, doesn’t it?
a) point b) type c) angle
38. They took out a __________ tot stop other companies copying the design. a) warranty b) patent c) deed
39. The__________ investment in the new factory caused financial problems.
a) sensible b) suitable c) substantial
40. Many _____ dotcom companies go bankrupt within 18 months.
a) established b) start-up c) preliminary
41. I have to report to my _________ every two weeks.
a) chief executive b) company secretary c) line manager
42. All 230 ________ stayed in the same hotel where the conference was held. a) members b) delegates c) guests
43. My ________ takes care of all my correspondence and my diary.
a) partner b) apprentice c) assistant
44. Many UK supermarkets have _________ their brands into banking services. a) pushed b) diverted c) stretched
45. The brand enjoys very high awareness ---- it’s pretty much a _______ name.
a) household b) common c) universal
46. Make sure the goods are all in order before you sign the _______ note
a) advice b) cover c) delivery
47. We have to submit our tax ________ to the tax office by 8 February.
a) remittance b) return c) application
48. If sales don’t pick up, we’ll have to review our pricing ______.
a) policy b) prediction c) value
49. We need to freshen up the window displays at our retail _________.
a) offices b) outlets c) facilities