Unit 12 Part1(步入商界 商业信函和介绍) (步入商界 商业信函和介绍) Unit 12 Part1 Business letters and presenting information Dialogue(一) ( DON BRADLEY: We haven' t decided on a plan of action yet. 堂.布拉德利:我们还没决定行动计划. We must outline a strategy, but first let me summaries what we' re said so far. 我们必须定出行动纲领, 下面我先总结一下大家的发言. This is a critical situation. 这是个非常危机的形势. We know that J.K. Toys are playing to win. 我们知道 J.K.玩具公司计划大获全胜. And we know that right now they have the edge. 我们知道,目前他们占有优势. So, let' s look at the down side. 所以,我们先来看一下不利因素. What are their advantages? 他们的优势是什么? They have a larger market share; 他们有更大的市场份额; they have a cheaper product; 他们的产品更便宜; they have an earlier launch date, 他们产品上市时间更早, and we think they have a larger advertising budget. 并且我们认为他们的广告预算很高. KATE MCKENNA: Their strategy is very clear: 凯特.麦凯纳:他们的策略很清楚: they want our share of the market, both the European market and the export market. 他们要的是我们的市场份额, 包括欧洲市场和出口市场. DON BRADLEY: We cannot let them succeed. 堂.布拉德利:我们不能让他们成功. We have to consider which of these factors we can influence. 我们一定要考虑,我们可以影响这些因素中的哪些. Kate, any ideas? 凯特,你怎么看? KATE MCKENNA: There are two immediate things we can do: 凯特.麦凯纳:有两件事是我们可以马上做的: we can increase our advertising budget and bring forward the launch date. 我们可以增加广告预算,提前上市日期. DON BRADLEY: Derek, is that feasible? 堂.布拉德利:德里克,这行得通吗? DEREK JONES: I don' t think so. 德里克.琼斯:我看不行. CLIVE HARRIS: I' ve got some news for you all.
克莱夫.哈里斯:我有些消息要告诉大家. DON BRADLEY: Okay, just a second.I' ll switch on the speaker. 堂.布拉德利:好的,请稍等.我改成扬声器. Okay, Clive, go ahead. 好了,克莱夫,说吧. CLIVE HARRIS: I' ve got some useful information from Peter Day: 克莱夫.哈里斯:我从皮特 o 戴得到一些有用的资料: first of all, I think they' re moving too fast. 首先我认为他们走的太快了, They haven' t done their sums. 他们还没做好准备. DEREK JONES: Clive, this is Derek. 德里克.琼斯:克莱夫,我是德里克. Do you know how large their production run' s going to be? 你知道他们的产量会是多少吗? CLIVE HARRIS: It' s going to be around 300,000 units. 克莱夫.哈里斯:约 30 万件. DEREK JONES: That' s about what we hoped--more than 450,000 and we' ve got problems. 德里克.琼斯:和我们想的差不多--45 万多,我们有麻 烦了. KATE MCKENNA: This is Kate. I' ve got a question. 凯特.麦凯纳:我是凯特.我有个问题. CLIVE HARRIS: Go ahead, Kate. 克莱夫.哈里斯:说吧,凯特. KATE MCKENNA: Were you able to find out anything about their overseas marketing strategy? 凯特.麦凯纳:能查到他们的海外销售策略吗? CLIVE HARRIS: Well, I' ll tell you this, Kate: 克莱夫.哈里斯:凯特,我这样跟你说吧: they won' t crack the American market--we' re a few steps ahead of them there, 他们不会动美国市场--我们比他们出手要早, and I want you to exploit that advantage--you need to get out there fast. 我要你利用这个优势--你要尽快抓住那里的市场. Look I' ll ring off now. 我现在要挂断了. I' ll get back to the office as soon as I can. 我会尽快赶回办公室. 一,New words and expression_rs 生词和短语 outline 概括,概述 situation 局面,情形 advantage n.有利地位, 优势,有利条件 summarise 总结 influence 对,,起作用,影响 , exploit 利用 plan of action
to outline a strategy 行动纲领 step ahead market share shairing the meeting 主持会议 Dialogue(二) ( DON BRADLEY: We haven' t decided on a plan of action yet. We must outline a strategy, but first let me summaries what we' re said so far. This is a critical situation. We know that J.K. Toys are playing to win. And we know that right now they have the edge. So, let' s look at the down side. What are their advantages? They have a larger market share; they have a cheaper product; they have an earlier launch date, and we think they have a larger advertising budget. Dialogue(三) ( KATE MCKENNA: Their strategy is very clear: they want our share of the market, both the European market and the export market. DON BRADLEY: We cannot let them succeed. We have to consider which of these factors we can influence. Kate, any ideas? KATE MCKENNA: There are two immediate things we can do: we can increase our advertising budget and bring forward the launch date. DON BRADLEY: Derek, is that feasible? DEREK JONES: I don' t think so. 二,answer the question What is their production run? Dialogue(四) ( CLIVE HARRIS: I' ve got some news for you all. DON BRADLEY: Okay, just a second.I' ll switch on the speaker. Okay, Clive, go ahead. CLIVE HARRIS: I' ve got some useful information from Peter Day: first of all, I think they' re moving too fast.
They haven' t done their sums. DEREK JONES: Clive, this is Derek. Do you know how large their production run' s going to be? CLIVE HARRIS: It' s going to be around 300,000 units. DEREK JONES: That' s about what we hoped--more than 450,000 and we' ve got problems. 三,answer the question What does Clive say Kate should do? Dialogue(五) ( CLIVE HARRIS: I' ve got some news for you all. DON BRADLEY: Okay, just a second.I' ll switch on the speaker. Okay, Clive, go ahead. CLIVE HARRIS: I' ve got some useful information from Peter Day: first of all, I think they' re moving too fast. They haven' t done their sums. DEREK JONES: Clive, this is Derek. Do you know how large their production run' s going to be? CLIVE HARRIS: It' s going to be around 300,000 units. DEREK JONES: That' s about what we hoped--more than 450,000 and we' ve got problems. KATE MCKENNA: This is Kate. I' ve got a question. CLIVE HARRIS: Go ahead, Kate. KATE MCKENNA: Were you able to find out anything about their overseas marketing strategy? CLIVE HARRIS: Well, I' ll tell you this, Kate: they won' t crack the American market--we' re a few steps ahead of them there, and I want you to exploit that advantage--you need to get out there fast. Look I' ll ring off now. I' ll get back to the office as soon as I can. 四,关键语言点(比较级) a20% market share 35% is a larger market share. &
  3.50 each. &
  3.0 is a cheaper product. &
  10.00 unit cost. &
  13.00 is 30% higher.
 

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