1、实用商务英语,Practical Business English,Unit Four,Section A Listening and Speaking Business Dinner Section B Reading Business Advertising Section C Business Writing Invitation Letters and Cards,Targets,Section A Listening and Speaking,. Remember the words, phrases and sentences related to business dinner.
2、 . Imitate and memorize the following dialogues. . Discuss the following questions with your partner.,Part One Warming-up Exercises,1. What is the normal practice for making invitations in Chinese culture? (e.g. who pays and who decides where to go?) 2. Do you know some differences between Chinese c
3、ulture and western culture? If you do, share them with your partner.,. Listen to Dialogue 1-5 and choose the appropriate answer to each of the questions. . Listen to Dialogue 6 and fill in the blanks with the exact words you have just heard from the recording. . Listen to Dialogue 7 and fill in the
4、blanks with the exact words you have just heard from the recording.,Part Two Dialogues,. Oral practice.1. Listen to Dialogue 6 again, and then work in pairs to make a dialogue about dining with your friend or others.2. Listen to Dialogue 7 again and then make toasts, for example, toast to your paren
5、ts on their marriage anniversary, to your friend on his or her birthday, to the guests on your marriage day, to your business guests, etc.,. Listen to Passage 1 carefully and fill in the blanks with the exact words you have just heard from the recording. . Listen to Passage 2 carefully and decide wh
6、ether the following statements are true or false. Write “T” for True and “F” for False in the brackets provided.,Part Three Passages,. Oral practice. 1. Listen to Passage 1 again, talk about the ways of making, accepting and declining invitations politely with your partner and then make a phone dial
7、ogue, supposing that one is making an invitation and the other is accepting or refusing it.2. Listen to Passage 2 again and talk about what we should and shouldnt do when having dinner with others, especially westerners.,. Listen to the following song and fill in the blanks with the exact words you
8、have just heard from the recording. The One You Love . Listen to the song again and sing along.,Part Four Relax and Enjoy,Section B Reading,Pre-reading Discussion: 1. Discuss with your partner about the advertisement that has impressed you most.2. Cooperate with your partner to design a TV ad for a
9、mobile phone and present your design to your class.,Text,1 A well-planned and properly-executed marketing program should include a sufficient commitment of capital resources to an on-going, well-executed advertising program. 2 Every ad you run must result in increased sales and profits and an enhanc
10、ed image of your company. 3 Very few businesses are prepared or qualified to produce quality advertising. 4 If your resources are limited, dont feel lost. 5 One of the oldest and most useful formulas for ad design takes its name from the opera Aida by Giuseppe Verdi. 6 In its simplest form this form
11、ula serves as a structural blueprint.,How Can You Create Advertising That Sells,7 ATTENTION: Hit your prospect right between the eyes with a magic wand. 8 INTEREST and DESIRE: You build interest in your product or service (and the desire to buy) by making the customer a compelling offer and by descr
12、ibing as many benefits as possible in simple and interesting terms. 9 ACTION: Now comes the moment of truth. 10 When writing your ad to a business-to-business audience, you should keep in mind the six key benefits most likely to get attention: (1) Save money; (2) Save time; (3) Increase sales; (4) I
13、ncrease profits; (5) Enhance image; (6) Boost cash flow. 11 Remember, bad advertising, no matter what the media is, is an unproductive expense.,New Words Phrases and Expressions Proper Nouns,1. Every ad should make the customer a solid offer and give the customer sound reasons to buy from you now. 2
14、. As we expand on each of these elements individually, youll discover for yourself how to apply the formula to your specific situation. 3. In direct response marketing, this will involve a coupon for mail orders, a toll-free order line, an e-mail address, an on-line order form, a fax order lineany m
15、eans to make it easy and simple to order!,Notes,广告中的文化因素 广告的本质是推销，具有商业目的。然而，作为一定社会文化的产物，广告又必然具有文化性。任何一个社会的广告无不带有社会文化的痕迹。不同民族社会的哲学观念、思维模式、风俗习惯、伦理道德、社会制度乃至宗教信仰等，都不可避免地会对广告产生影响。不同文化背景下应采用不同的广告策略。 广告已经形成了一种独特的文化现象。广告与文化的作用是双重的。,Business Background Tips,品牌的战略性召唤企业的品牌意识。 跨国企业的品牌意识体现了企业文化。 在世界经济一体化的过程中，中国企
16、业低成本和低价格的优势不复存在，中国企业已经开始参与国际竞争。 企业要经营好自己的品牌，首先要有过硬的质量，其次要有完善的服务。,. Fill in the blanks without referring to the original text. Then check your answers against the text. . Tell whether the following statements are true (T) or false (F) according to the text. 1.No matter how it is designed, every ad ca
17、n bring profits to the company. 2.A solid offer should be given in the ad to the customer. 3.Youd better create advertising by yourself rather than hire a qualified ad designer. 4.The most important element of your ad is the body copy, which provides information about your product or service. 5.Good
18、 advertising can help you gain more in the future while bad advertising is simply a waste of money.,Exercises,. Match each word in Column A with the appropriate definition in Column B. . Decide the nature of the clause introduced by “as” in each of the following sentences, and then translate the com
19、plete sentences into Chinese. . Translate the following sentences into Chinese, paying attention to the italicized words and phrases. . Translate the following sentences into English, using the given words or phrases.,Pre-reading Discussion: 1. Which would you prefer, radio advertising or TV adverti
20、sing? And why?2. Besides radio advertising and TV advertising, do you know any other form of advertising? Try to list at least three more and discuss with your partner about their advantages as well as disadvantages.,Case Study,Radio advertising vs. television advertising 1 Many new advertisers assu
21、me that they should start on radio and “move up” sometime later to TV. Radio vs. TV 2 Hey, I love radio. I started this business in radio, at the University of Texas campus station, in 1963. 3 Theres a problem. My clients usually want their phones to start ringing the first time their commercial run
22、s, and keep ringing, and ringing and ringing. 4 Thats probably because most radio listening is car listening. People hear the commercials and resolve to call later but then they forget.,Direct Response Advertising: Radio vs TV,5 And television has one very important benefit that radio does not have:
23、 Every person watching television has immediate access to a phone, paper and pencil. 6 On the other hand, radio can work very welland, apparently, does work (or seems to work) for many advertisers, otherwise, radio rates would not be so high. 7 If you have been using television for a while, radio ad
24、vertising can be a way to reach new prospects who might not know about you. 8 But, in general, you will probably have to wait longer for the calls to come than you would if you were using “immediate response” television to reach your prospects.,New Words Phrases and Expressions Proper Nouns,How to U
25、nderstand Relations between Parts of a Text 阅读的最终目的不是理解阅读材料中单个的单词或者某个句子，而是要理解句与句之间的关系，实现篇章层次上的整体理解与把握。衔接指篇章内句子里的某些词或语法特征，是将某个句子和其前后的句子连接起来的手段和方式，在语篇理解中具有重要的作用。常见的衔接手段（cohesive devices）有以下五种： 指称(reference) 替代（substitution） 省略（ellipsis） 连接（conjunction） 词汇衔接（lexical cohesion）,Reading Strategies,. Tell
26、whether the following statements are true (T) or false (F) according to the text. 1.New advertisers always believe that they should start on TV instead of on radio. 2.Youd better choose radio advertising if you want to get instant response. 3.Car listening refers that people listen to the radio whil
27、e they are driving the cars. 4.Radio advertising doesnt work well, thats why radio rates are kept low all the time. 5.The television reach is too general when specific audiences are targeted.,Exercises,. Fill in the blanks with the words given below. Change the form where necessary. . Identify and a
28、nalyze the cohesive devices employed in the following passage. . Read the passage below and choose the best sentence from the list to fill in each of the gaps. Do not use any letter more than once. . Translate the following sentences into English, using the given words or phrases.,Section C Business
29、 Writing,To invite such people as your clients, colleagues or friends to participate in a meeting, a party, or other activities, it is a custom to extend invitations in advance. Extending invitations is very common in ones daily life.There are many ways to extend the invitation. For example, there a
30、re written invitations as well as oral invitations. This chapter will discuss the writing of invitation letters and invitation cards.,Invitation Letters and Cards,I. Invitation Letters（邀请函） 1. The content of invitation letters（邀请函内容） reason(s) of inviting host/hostess (who sponsors the activity?) gu
31、ests (who is invited? Can someone bring a guest, spouse, or child?) name, date, time and venue of the event directions, if the location is difficult to find the special purpose of the event, if any programme of the event indication for appropriate dress, if any contact information, and deadline for
32、response,2. The structure of invitation letters（邀请函结构） Opening（开端） Most invitation letters start by extending the invitation. The date, time, and venue of the event will be introduced in this part. Moreover, if the event has a special purpose, state it. Body（主体） More details about the event will be
33、given in this part, such as details about the arrangement of the event, indication for appropriate dress, and positive anticipation of the upcoming event. Ending（结尾） At the end of the invitation letter, you may extend the invitation again, or ask for response by a specific time.,3. Response to invit
34、ation letters（回复邀请） If you accept the invitation, firstly, express your appreciation of the invitation and your delight in accepting it. Then confirm the date, time, venue, and other details. If you need any more information, you can ask for it. At the end of the response letter, express your apprec
35、iation again.If you are unable to accept the invitation, you should thank the host for inviting you at the opening of your letter, too. Then, explain the reason why you cannot attend and show the pity. You may tell the host that you would be glad to have another opportunity. Finally, express your ap
36、preciation again.,4. Alternative expressions（常用表达） The tone of an invitation is always friendly and cordial. To write invitation letters and the response letters, there are always alternatives in expressions. (1) To write an invitation letter (2) To accept an invitation (3) To decline an invitation,
37、II. Invitation Cards（请柬） Invitation cards are also widely used to invite someone to dinner or other activities. Similar to sending invitation letters, issuing invitation cards is a way to invite the recipients to an activity.However, invitation cards are also used for some other purposes. For exampl
38、e, on many formal occasions, the host hands out invitation cards to show respect for the guests. Besides, sometimes, an invitation card functions as a ticket, by which the sponsor or organizer of an activity allows the visitor in or not.,1. The content of invitation cards（请柬内容） Compared with invitat
39、ion letters, invitation cards are much shorter, and the information included in them is simpler. (1) Name of the host and/or hostess（邀请人姓名） (2) Name of the guest（受邀请人姓名） (3) Event, and its date, time and venue（事件及其时间、地点） (4) Optional information（非必要信息）,2. Samples of invitation cards（请柬样式) An invitat
40、ion card has a heading, which may be printed either in the same page with the content, or in a separate page before the main content.Concerning the content of the invitation card, mostly, information conveyed in each line is the same. But, sometimes, in order to make the invitation card eye-pleasing
41、, the appropriate adjusting will be allowed.,邀请函和请柬的应用：邀请函和请柬是社交和商务活动中常见的书面文体，其应用广泛，表现形式多样。根据场合不同，邀请函柬有正式和非正式之别。 请柬的使用，可以表示邀请者态度庄重，表现对受邀请者的尊敬。正式请柬格式相对固定，用词严谨。由于请柬篇幅短小，有时主办人在发出请柬的同时，附有邀请函作详细说明。 邀请函和请柬一般应提前两周左右发出。而受邀请人在接到邀请后，也应及时回复。,. Write an invitation card based on the following information.（根据下列信息写一封请柬） . Decline the invitation.（拒绝邀请） . Write an invitation letter based on the following information.（根据下列信息写一封邀请函）,Exercises,Thank You,
