商务英语(上).pdf

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1、商务英语（上）商务英语（上）Module one to eightModule one to eight 见课本各见课本各 modulemodule 的目录、摘要。的目录、摘要。Assignment OneAssignment OneModule 1 Changes and the companyModule 1 Changes and the company1. 1. What are the different ways in which organizations can be structured?What are the different ways in which organiz

2、ations can be structured?A flat structure has fewer layers of management, this means that there is more individual responsibility. Atall structure has several levers of management, it can be described as hierarchical.2. 2.What factors may contribute to the changes in an organization?What factors may

3、 contribute to the changes in an organization?The growing importance of ICT (such as online , the internet , intranet ,web browser ,email and website)and how to use them can affect organization.3. 3.How have these changes affected people at work?How have these changes affected people at work?It can

4、really let the people enjoying the different way of life , much quicker and more efficient for peopleat work.4. 4. How does an organization operate in a global market?How does an organization operate in a global market?Thinking globally is equally important for small and medium-sized manufacturers a

5、nd service providers .It is a way of looking at the business .5. 5. Advantages and disadvantages of working at home?Advantages and disadvantages of working at home?Development in technology have had a major impact on the way we work and on globalization . Workingat home is not all bad , but you have

6、 to get the balance right.Module 2 The customerModule 2 The customer1. 1. How important is a strong customer service policy to the success of the company ?How important is a strong customer service policy to the success of the company ?It can get feedback from their customers and the concept of Tota

7、l Quality Management.2. 2. What is a company supposed to do to improve customer service ?What is a company supposed to do to improve customer service ?A good customers service policy depends on knowing what customers want and how they fell about theservice you offer .3. 3. About brand values , what

8、should a company do to increase its brand value ?About brand values , what should a company do to increase its brand value ?Brand values means the values a company would like to be associated with its product or company . Thecompany should run to make sure that its staff are friendly to increase its

9、 brand values.4. 4. How do you get customer feedback ? How do you conduct the survey ? How do you select the sampleHow do you get customer feedback ? How do you conduct the survey ? How do you select the samplegroup of people ? ( Or how are you supposed to ?)group of people ? ( Or how are you suppos

10、ed to ?)A survey can be used to collect date before a new product or service is launched on the market , or tocollect from customers who are already using a product or service .5. 5. WhatWhat is is TotalTotal QualityQuality ManagementManagement ? ? WhatWhat is is thethe differentdifferent betweenbet

11、ween TQMTQM andand traditionaltraditionalmanagement ?management ?Total Quality Management is an approach to management which involves a complete dedication to theidea of quality . The traditional idea of quality control is of people in white coats checking finished articles tosee if they come up to

12、standard , rejecting those that don t and investigating problem when they happen .Module 3 FinanceModule 3 Finance1. 1. What isWhat is “ “cash flowcash flow” ” ? ?It means where cash comes from and where it goes over a period of time.2. 2. How do you give a presentation about the companyHow do you g

13、ive a presentation about the company s financial performance ?s financial performance ?1) Greeting ( who I am and What I do )2) Introduce the purpose of the presentation3) Referring to visuals4) Changing topic5) Summarizing and concluding3. 3. What should a business plan include ?What should a busin

14、ess plan include ?A business plan include : (1) General description (2) Market research (3) Customers (4) Type of structure(5) The people (6) Location (7) Products (8) Resources (9) The state of the market (10) The competition(11) Sales forecast (12) Marketing strategies (13) Risk assessment (14)Min

15、imum survival budget (15)Termsand conditions (16) Cast-flow forecast(17) profit and loss account (18)Break-even calculation4. 4. What is the business plan for ?What is the business plan for ?The business plan contains detailed financial projections, forecasts about your businesss performance, anda m

16、arketing plan, its an incredibly useful tool for business planning.5. 5. Could you tell some of the reasons why some businesses fail?Could you tell some of the reasons why some businesses fail?Many business fail because of cash-flow problem , there are some reasons below such as your customerspaid l

17、ate , you borrowed more money from the bank , your suppliers stopped supplying you and so on.Assignment TwoAssignment TwoModule 4 ProductModule 4 Product1. 1.What is the procedure of market research? How do you write market research reports( in terms ofWhat is the procedure of market research? How d

18、o you write market research reports( in terms ofstructure and language)?structure and language)?1) Introduction2) Aim3) Methodology ( the methods used to obtain the information in the report)4) Results / Key findings5) Conclusions and recommendation2. 2.What is the proper attitude towards teamwork ?

19、What is the proper attitude towards teamwork ?Working in a team allows you to work on something you believe in. It gives you some independence fromthe rest of the organization ,and you meet other people from the organization and work with them on a moreequal basis.3. 3.WhatWhat s the function of a t

20、eam leader?s the function of a team leader?The team leader overall planning and coordination of different departments.4. 4.When the new product is finished , how do you promote the product ?When the new product is finished , how do you promote the product ?When promoting a product , it is important

21、to consider the options available . Such as stand at a trade fair ,television or fashion magazine advertisements .5. 5.DoDo youyou havehave toto promotepromote thethe newnew productproduct internallyinternally ? ? HowHow dodo youyou promotepromote youryour productproductinternationally?international

22、ly?You arrange , take part in and report on a meeting ,and study more ways of making suggestions. You alsoenquire about and book a stand at a trade fair.Module 5 Responding to technologyModule 5 Responding to technology1. 1. What kind of technology are you using in your work ?What kind of technology

23、 are you using in your work ?Email , a laptop , a web forum ,an intranet ,the internet an a modem.2. 2. How do you react to new technologies ? (Do you like it ? Do you feel like to get some training ? AnyHow do you react to new technologies ? (Do you like it ? Do you feel like to get some training ?

24、 Anyrejections to the technologies ?)rejections to the technologies ?)Companies that use a lot of ICT need to create support system for their staff ,so that staff and customersare responded to quickly .3. 3. What if you were not using the technology ?What if you were not using the technology ?You sh

25、ould take part in the beginner course or telephone support and follow the instructions.4. 4. Taking IT (or ICT) for example, what are the strengthens and weaknesses of this technology ?Taking IT (or ICT) for example, what are the strengthens and weaknesses of this technology ?Internet has revolution

26、ized modern business and the challenge of internet business .You may have heardthat doing business on the Internet is in some way insecure, because common worry is that linking yourbusiness to the internet will somehow allow rivals to get at your computer and your information.5. 5. What technology s

27、kills a person has to have so as to get or stay a job in business?What technology skills a person has to have so as to get or stay a job in business?Sending and receiving email is still the main use of the web .The development of technology has led togreat changes in the structure.Module 6 Recruitin

28、g New StaffModule 6 Recruiting New Staff1. 1. What is the process of recruitment ?What is the process of recruitment ?1) Write the description for a post that is vacant .2) Write the specification for the ideal candidate , describing the skills and experience that an organizationmay look to.3) Look

29、at how and where you can advertise a job vacancy .2. 2. For the applicants , what is the process of applying for posts ?For the applicants , what is the process of applying for posts ?1) Fill in application forms and write CVs .2) Look at the way to lay out application letters and expressions to use

30、 in them.3) Look at evaluating and selecting applicants and arranging the job interviews.3. 3. How to write a CV ?How to write a CV ?There are different formats for CVs. The three main formats are : chronological ,functional and predictive .4. 4. How to win a chance of interview? How to prepare for

31、an interview? How to behave in an interview?How to win a chance of interview? How to prepare for an interview? How to behave in an interview?When you seeking a job, you have to emphasize your strengths , think about your skills and talents , yourattributes ,your strengths and your weakness and have

32、some good examples to demonstrate that you have theskill and experience they are liking for.5. 5. What will the company look at in a candidate when choosing the right person ?What will the company look at in a candidate when choosing the right person ?This is an important part of the interviewbecaus

33、e the candidates can clarify and doubts they may haveabout the job. Candidates can also show the interviewer they aregenuinely interested in the post and in thecompany.Assignment ThreeAssignment ThreeModule 7 Advertising and CompetitionModule 7 Advertising and Competition1. 1. How do you conduct res

34、earch on competition?How do you conduct research on competition?1) Continuous market research,2) Audit consumer use of different brands,3) Audit shops and their sales,4) Study other organizations annual reports,5) Visit trade fairs.2.What are the difference kinds of market research?2.What are the di

35、fference kinds of market research?They are attitude research, motivational research, qualitative market research, desk research, marketcommunications research, omnibus survey and quantitative market research etc.3.What is SMART action plan? How important is the SMART action plan?3.What is SMART acti

36、on plan? How important is the SMART action plan?SMART, a planning tool, stands for specific, measurable, achievable, relevant, and timed. These arethe criteria which should be applied to all objectives.4.What is SWOT analysis? How important is4.What is SWOT analysis? How important isSWOT analysis wh

37、en a company needs identify areas toSWOT analysis when a company needs identify areas tochange or develop?change or develop?SWOT stands for Strengths, Weakness, Opportunities and Threats. It is used by organizations as a means ofidentifying areas which may need to be changed, or areas which can be d

38、eveloped.5.How do you promote your brand image? What ads are good ads?5.How do you promote your brand image? What ads are good ads?Quality, Value for money, Reliability, Customer care.Good ads include concise demonstration about the concepts of products, new ideas of presentation.Module 8 Selling th

39、e ProductModule 8 Selling the Product1. 1. What qualities and skills do you think are necessary useful for an effective salesperson?What qualities and skills do you think are necessary useful for an effective salesperson?Salespeople employ five skills: asking questions and really listening to the re

40、plies so they can identify thecustomers needs exactly; describing those benefits of the product which meet that customers needs; usingevidence to support any claims made; overcoming objections; closing the sale.2. 2. How do you know your customers need? How do you take customers complaints?How do yo

41、u know your customers need? How do you take customers complaints?Ask the right questions in a way which is relevant to your customers interest.1) Let them interrupt to ask questions or dispute something,2) Never contradict the customer,3) Ask for decision you want.3. 3. How do you present your produ

42、ct to your (potential) customer?How do you present your product to your (potential) customer?Match those features to the customers needs by highlighting the benefits to the customer.4. 4. WhatWhat is is thethe processprocess ofof salessales negotiation?negotiation? WhatWhat languagelanguage skillssk

43、ills (or(or anyany otherother skills)skills) areare neededneeded ininnegotiation?negotiation?1) Find out as much as you can about the new customer,2) Draw up an agenda together at the beginning,3) Both sides put forward their proposals,4) Prepare a second plan,5) Run through agreed main points again

44、 before closing the sale,6) Write up the agreement after the negotiation and send a copy the your customer.5. 5. How do you deal with the different management and business styles in different cultures?How do you deal with the different management and business styles in different cultures?Make contacts with local people, listen carefully to the people around, observe and study patiently the waylocal people behave as well as their customs.