1、Lesson Eight Key point: useful terms and definitions of e-commerceDifficult points: writing of agreementsLesson Eight By the end of this lesson, you should be able to have a good command of e-commerce terms given in the lesson writing of agreements useful sentences for agreement (contract)By the end
2、 of this lesson, you should be able to analyze Nikes marketing decisions prescribe the growing steps of Nike.Lesson Eight Nike, from Small Beginnings to World GiantAbstract: Sports footwear and clothing maker Nike has become one of the most successful companies in the world. Its position as a giant
3、global company has much to do with its marketing decisions.Key words: Nike; marketing decisions; marketing strategies; advertisementLesson Eight New Wordscapitalize on v. 利用goddess n. 女神waffle-sole designn. 指以烤蛋饼用的铁制模具作为鞋底的式样cash on v. 利用；从中获利leisure n.; a. 有闲；休闲（的）boom n.; v. 兴旺；激增jog n.; v. 缓步前进；慢
4、跑athlete n 运动员；田径运动员Lesson Eight endorse v. 签署；认可；赞同gear n 指（时髦）服饰loom v. 大量涌进；滚滚而来rugged a. 不平的；粗犷controversial a. 引起争论的；爱争论的inextricably Ad. 无法摆脱地；纠缠地adage n. 谚语；格言sizzle v. 发出咝咝的声音apparel n. 衣服；衣物Lesson Eight Sentence Explanations1. The global giant company with revenues in 1996 of $US6.4 billion
5、 and profits of $553 million started in the 1960s with the companys founders selling cheap Japanese sports shoes to American high school athletes at school track meetings, using a supply of shoes they kept in their car.这家全球巨人公司 1996年销售额达 64亿美元、利润达 5.53亿美元，而在 60年代 却是靠推销廉价日本运动鞋起家的，它的创始人将鞋放在自己的小汽车里，在高中
6、田径运动会上向运动员兜售。Lesson Eight with the companys founders selling cheap Japanese sports shoes to American high school athletes at school track meetings, using a supply of shoes they kept in their car. 注意， with 后面接复合 宾语 （ 宾语 companys founders及其后面的两个 宾语补 足 语 selling cheap Japanese sports shoes 和 using a su
7、pply of shoes they kept in their car ） 用来 说 明附 带 情况。Lesson Eight 2. With excellent timing and a fair share of good luck, the founders of Nike were perfectly placed to cash in on Americas sports leisure boom during the 1970s, when millions of Americans began Jogging and running as part of their Perso
8、nal campaigns to keep fit and healthy.当时，在 70年代，全美正掀起运动休闲的热潮，成千上万的人为了保持健康开始参加慢跑和长跑运动。天赐良机和得天独厚的运气使耐克的创始人大获其利。 to cash in 从中 获 利。to cash in 从中 获 利。Lesson Eight 3.The endorsements by star players, encouraging ordinary consumers to buy the sports gear of the stars and dream of being champions themselve
9、s, saw Nike selling close to $US 1 billion worth of running, basketball, and tennis shoes in 1986, while creating their first sports clothes under the Nike label.明星运 动员 的加盟鼓 动 了普通消 费 者 购买 明星们 穿的运 动 服装，梦想自己有朝一日成 为 冠 军 。1986年，耐克公司出售了价 值 近 10亿 美元的跑鞋、篮 球鞋和网球鞋。 这 一年，耐克 创 立了它首批以耐克命名的运 动 服系列。The endorsements做主 语 。 saw是 谓语 ， see sb + ing表示使某人如何如何 Lesson Eight Skill TrainingAgreement (Contract)协议书也称为协定或合同。是一种契约凭证。协议书对签约各方均有约束力，要求各方履行所规定的义务，保证享受所规定的权利。协议书一般包括以下几个部分：标题、正文、签署日期、签署地点、签约各方签字署名。协议书由于是一种契约凭证，具有法律效力，所以用词非常讲究明白、准确、严谨。有一些常用的词组、套语。 Agreement的写法同样适合以下类似文种： contract 合同 ; protocol 草案 ; treaty 条约等等。
