Unit 3世纪商务英语.docx
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Unit 3世纪商务英语.docx
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Unit3世纪商务英语
第页
Step1AbriefintroductionofHumanResources.10’
Retailingisdefinedassellingproductstoconsumersfortheirpersonaluse.Aretailerisareseller(i.e.obtainsproductsfromonepartyinordertoselltoanother)fromwhichaconsumerpurchasesproducts.Asresellers,retailersoffermanybenefitstosuppliersandcustomers.Forconsumers,themostimportantbenefitisthattheycanpurchasesmallquantitiesofawiderangeofproductsatpricesthatareconsideredreasonablyaffordable.Forsuppliers,themostimportantbenefitrelatestoofferingopportunitiestoreachtheirtargetmarkets,buildingproductdemandthroughretailpromotions,andprovidingconsumerfeedbacktotheproductmarketers.
Step2Listening20’
I.Part1Listentothedialoguebetweenaclerkandacustomerandchoosethebestanswerforeachquestion.
Listentoeachdialogueforthreetimes.
TapeScript:
Dialogue1
Clerk:
GoodafternoonMadam.HowmayIhelpyou?
Customer:
I’mjustlookingatthesedressshirtshere.Whichshirtswouldyourecommend?
Clerk:
Thosethatyouarelookingatareverypopular.Theyare$35.
Customer:
...butyouwouldrecommendthosebehindthecounterwhichcostmore.
Clerk:
Youareveryperceptive,Madam.ThesefineshirtsbehindmeareofthehighestqualityAmericanlinen.
Customer:
Andtheseouthere?
Clerk:
Chinese.
Customer:
Hmm.Theylookalmostidentical.Ican’treallytellthedifference.
Clerk:
Allowmetoexplain.TheAmericanshirtismadebyEnglishspeakingAmericanswhowerebornandraisedinthiscountryandwhoseparentswerecitizens.Theyareunionworkerswhogetfullbenefitsincludinghealthcare,visionanddentalcare,profitsharing,tuitionreimbursement,stockoptions,freedaycare,4weekspaidvacation,paidmedicalleave,andpregnancyleaveforbothfatherandmother.Theyworkinbuildingsthatmeetstrictenvironmentalstandards,getdiscountpassesforpublictransportationandtheyhaveacompanysponsoredbowlingleague.
Customer:
Sothat’swhyitcosts$85?
Clerk:
Nothat’swhyitcosts$65.
Customer:
Butyou’resellingitfor$85,that’swhatthepricetagsays.
Clerk:
Wellthat’sourmarkup.Ithoughtyouwereaskingaboutourcost.
Customer:
Youmarkup20bucksforashirt?
Clerk:
Wellretailingisasophisticatedbusiness,Madam.Thisconversationisaperfectexample,it’spreciselywhatIwastrainedfor.Ourmarketresearchsaysthattherealcustomerwantstoknownotonlythesurfacequalitiesoftheshirtbuttheconditionsunderwhichitwasproduced...(voicefadesout)
Dialogue2
Customer:
Yeahwellfine.Whatshirtsdoyouhaveforabout$50?
Clerk:
HerearesomefineItalianshirtsthatIcansellyoufor$50.
Customer:
Itlooksexactlythesameastheothertwo.What’sthedifference?
Clerk:
Areyousureyouwanttoknow?
Customer:
OfcourseIwanttoknow,that’swhyIasked.
Clerk:
Well,Iwasjustrequiredtoaskyoufirst.ThesefineItalianshirtsuseimportedBraziliancotton,handmadebyFrenchpeopleandthebuttonsareMexicoPearl...
Customer:
Whyshouldyoutellmesomuch?
Clerk:
Well,madam,itisourpolicy,asafullserviceretailertoprovideourcustomerswithinformationsufficienttoaidintheirdecisionmakingprocess.
Customer:
OhGod.I’lljusttakeablueone.
Clerk:
$55plustax,madam.
Customer:
Waitaminute.YousaidtheItalianshirtwas$50.
Clerk:
Yes,butourservicecontractwiththeMexicanmerchantsrequiresa$5more.
Customer:
Whatservicecontract?
WhatMexicanmerchants?
Clerk:
Theoneswhodeliveredthebuttons.UndertheWTOTreatywearerequiredtotelleverycustomer,andofcoursethatcostsmoney.
Customer:
YeahthemoneyIdon’thavetospend.ForGod’ssake,it’sjustashirt.
Clerk:
No,madam,I’mafraiditisnotjustashirt.Itistheendproductofasophisticatedinternationalsupplychainregulatedbyseveralcompaniesanddeliveredtothisretailestablishmentforthesophisticatedconsumer.
Customer:
That’samouthful.Well,ifthisisnotjustashirt,Igatheryou’renotjustaclerk.
Clerk:
IhavemyretailcertificationfromFashionInstituteandIhaveaMaster’sdegreeinmarketing.
Customer:
Youhaveamaster’sandyouworkhere?
Clerk:
Ilikepeople,thehoursaregood,Idon’thavetoliftmorethan40poundsifIdon’twantto...
Customer:
Ican’tbelievethisconversation,andthere’snowayI’mgoingtopayanextra5bucksjusttobeinformedaboutsomeLiberianlongshoreman.
Clerk:
There’snoneedtogetupset,sir.Youcanalwaysbuythe...
Customer:
Forgetit.I’mnotinterestedinanyofyour“endproducts”.Ijusthaveonequestion.
Clerk:
Shoot.
Customer:
You’rewearinganiceshirt,whichoneofthemisit?
Clerk:
Hell,Idon’tcareaboutanythinginmyshop.IboughtitatWal-Mart.
II.SpotDictation:
Listentothepassageaboutretailingandfillinthemissinginformation.
Listentothetapetwiceandchecktheanswerswiththewholeclass.
1.productsandservices
2.discount
3.specialty
4.Serviceproviders
5.online
6.wholesalers
7.consumers
8.manufacturers
9.perform
10.finalusers
Step3Role-play13’
Thefollowingpicturesshowhowretailerswork.Workingroupsanddescribethepictureswiththehelpoftheinformationgiven.
Grocerycheckupinventory
Theownerofthegroceryalways...
golfequipmentstoredemonstrateintroduce
Westernerslikegolfverymuchandtheyoftengoto...
clothingstoresalesclerkcreditcard
Womenfrequentlygototheclothingstoreto...
II.Actoutthedialogues
Step4Assignment2’
1.Reviewthispart
2.PreviewTextA
3.LearnthenewwordsandexpressionsinTextA
Step1Gothroughthenewwordstogether10’
Step2TextARetailer’sworld70’
I.BackgroundInformation5’
1.DefinitionofBusiness
Ineconomics,businessisthesocialscienceofmanagingpeopletoorganizeandmaintaincollectiveproductivitytowardaccomplishingparticularcreativeandproductivegoals,usuallytogeneraterevenue.
Theetymologyof“business”referstothestateofbeing,inthecontextoftheindividualswellasthecommunityorsociety.Inotherwords,tobebusyistobedoingcommerciallyviableandprofitablework.
Theterm“business”hasatleastthreeusages,dependingonthescope—thegeneralusage(above),thesingularusagetorefertoaparticularcompanyorcorporation,andthegeneralizedusagetorefertoaparticularmarketsector,suchas“therecordbusiness”,“thecomputerbusiness”,or“thebusinesscommunity”—thecommunityofsuppliersofgoodsandservices.
Thesingular“business”canbealegally\|recognizedentitywithinaneconomicallyfreesociety,whereinindividualsorganizebasedonexpertiseandskillstobringaboutsocialandtechnologicaladvancement.
Withsomeexceptions,(suchascooperatives,non\|profitorganizationsand(typically)governmentinstitutions),inpredominatelycapitalisteconomies,businessesareformedtoearnprofitandgrowthepersonalwealthoftheirowners.
Inotherwords,theownersandoperatorsofabusinesshaveasoneoftheirmainobjectivesthereceiptorgenerationofafinancialreturninexchangefortheirwork—thatis,theexpenseoftime,energy,andmoney.
However,theexactdefinitionofbusinessisdisputableasisbusinessphilosophy;forexample,mostMarxistsuse“meansofproduction”asaroughsynonymfor“business”.Socialistsadvocateeithergovernment,public,orworkerownershipofmostsizablebusinesses.
2.Retailing
Retailingconsistsofthesaleofgoods/merchandiseforpersonalorhouseholdconsumptioneitherfromafixedlocationsuchasadepartmentstoreorkiosk,orfromafixedlocationandrelatedsubordinatedservices.Incommerce,aretailerbuysgoodsorproductsinlargequantitiesfrommanufacturersorimporters,eitherdirectlyorthroughawholesaler,andthensellsindividualitemsorsmallquantitiestothegeneralpublicorendusercustomers,usuallyinashop,alsocalledastore.Retailersareattheendofthesupplychain.Marketersseeretailingaspartoftheiroveralldistributionstrategy.
Shopsmaybeonresidentialstreets,orinshoppingstreetswithlittleornohouses,orinashoppingcenter.Shoppingstreetsmayormaynotbeforpedestriansonly.Sometimesashoppingstreethasapartialorfullrooftoprotectcustomersfromprecipitation.Onlineretailing(ecommerce)isthelatestformofnonshopretailing(cf.mailorder).
Shoppinggenerallyreferstotheactofbuyingproducts.Sometimesthisisdonetoobtainnecessitiessuchasfoodandclothing,sometimesitisdoneasarecreationalactivity.Recreationalshoppingofteninvolveswindowshopping(justlooking,notbuying)andbrowsinganddoesnotalwaysresultinapurchase.
II.ExtensiveReading60’
1.Readthepassageaboutretailers’worldandanswerthefollowingquestions.
1.Whatcouldaretailerdoforus?
2.HowmanyAmericanpeopleareinthisfield?
3.HowmuchdidWal-Martearnin2002?
4.WhatisWal-Mart’sglobalambition?
5.What’sKalish’sconclusion?
1.Retailersmakeitpossibleforproductstobesold,and,consequently,businesstobedone.Retailersalsoprovideservicesthatmakeitlessriskyandmorefuntobuyproducts.
2.AccordingtotheNationalRetailFederation,1in5Americanworkersareemployedintheretailindustry.
3.$246billion.
4.WalMartdeterminestoincreaseconsumerdemandforvalueandconvenience,greatlyshiftsinmarketshareofvariousretailformats,andputintensepressureonglobalsupplierstoselltoasmallernumberofverylargeaccounts.
5.Kalishconcludesthatretailersneedtoprepareforslowergrowthaheadandamorediscerningconsumer,theyneedtoknowwhentoexitamarketwhenthebusinessenvironmentbecomesunsuitable,they
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