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基础商务英语 Unit 11 Part1 分析竞争对手

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(Unit11 Part1 Analysing your competitors

一、Dialogue(一)

DEREK JONES: The technology is the same as ours.

德里克.琼斯:技术和我们的一样。

I have never seen two products which are so similar.

我从没见过两个如此相象的产品。

In concept and design there are no basic differences.

在理念和设计上没有根本的不同。

None. However I have examined the components and the XR590...

没有。但是,我检验过部件和XR590……

KATE MCKENNA: What is the XR590?

凯特.麦凯纳:XR590是什么?

DEREK JONES: The XR590 is the power source which drives Dealer Dan.

德里克.琼斯:XR590是驱动“商人丹”的能量源。

I think it has a few weaknesses.

我认为它有几个弱点。

It' s not as good.

还不是很完善。

In my opinion it' s not reliable enough for children.

我看对儿童来讲还不足够可靠。

DON BRADLEY: Exactly how unreliable is it?

堂.布拉德利:具体讲,怎么个不可靠法?

DEREK JONES: I can' t say exactly.

德里克.琼斯:我说不出来。

I haven' t completed the tests yet.

我还没完成测试。

It' s too early to say.

现在说为时太早。

KATE MCKENNA: Will it affect their sales?

凯特.麦凯纳:这会影响他们的销售吗?

DON BRADLEY: Derek?

堂.布拉德利:德里克?

DEREK JONES: Not much in the first six months, I suppose.

德里克.琼斯:我想最初的6个月不会有太大的影响。

KATE MCKENNA: It' s the first six months that are important.

凯特.麦凯纳:最初的6个月才是重要的。

DON BRADLEY: Edward, what do you think of their packaging?

堂.布拉德利:爱德华,你认为他们的包装怎么样?

EDWARD GREEN: Well, plenty of bright colours.

爱德华.格林:色彩很鲜艳。

It' ll have a lot of impact at point of sale.

在现场销售时会有很强的冲击效果。

GERALDINE: I' m afraid they are all meeting at the moment.

杰拉尔丁:恐怕他们现在都在开会。

No, I' m sorry, I don' t know what time it will finish.

不, 对不起,我不知道会议什么时候结束。

I' ll put you through to Mr. Harris' s secretary, and she can make an appointment for you.

我给你转到哈里斯先生的秘书,她可以为你安排约会。

Please hold the line.

请不要挂机。

CLIVE HARRIS: Nice to see you again, Peter.

克莱夫.哈里斯:很高兴再见到你,皮特。

It' s been a long time.

好久不见了。

PETER DAY: How are things at Bibury Systems?

皮特.戴:Bibury系统公司运转的怎样?

CLIVE HARRIS: Very interesting at the moment.

克莱夫.哈里斯:正处在非常有趣的时期。

PETER DAY: I' ve just heard you' re going into partnership with a rather good Japanese company.

皮特.戴:我听说你们要和日本的一家不错的公司合伙。

CLIVE HARRIS: That' s not exactly true...Peter, are you still doing consultancy work?

克莱夫.哈里斯:也不全是这样……皮特,你还在做顾问业务吗?

PETER DAY: Yes. I haven' t retired yet!

皮特.戴:是啊。我还没退休啊!

CLIVE HARRIS: Look, can I give you a lift back?

克莱夫.哈里斯:那 ,我开车送你回去,好吗?

We haven' t had a chance to chat for a long time.

我们好久没机会一起谈谈了。

DON BRADLEY: What have you found out about their marketing strategy?

堂.布拉德利:你对他们的营销策略有什么发现吗?

KATE MCKENNA: They have already scheduled a television advertising campaign.

凯特.麦凯纳:他们已经安排了一场电视广告推广。

DON BRADLEY: Who with?

堂.布拉德利:和谁一起?

KATE MCKENNA: E.G.N.C.

凯特.麦凯纳:E.G.N.C.

KATE MCKENNA: E.G.N.C. The company that they always use.

凯特.麦凯纳:E.G.N.C.他们一直用的那家公司。

DON BRADLEY: When is it scheduled?

堂.布拉德利:定在什么时候?

KATE MCKENNA: Something next month, but I haven' t found out the exact date yet.

凯特.麦凯纳:下个月的某个时候,但还没查到具体的日期。

DON BRADLEY: Have you heard what they are spending on TV advertising?

堂.布拉德利:有没有听说他们在电视广告上的花费是多少?

KATE MCKENNA: I don' t know.

凯特.麦凯纳:不知道。

Dialogue(二)

DEREK JONES: The technology is the same as ours.

I have never seen two products which are so similar.

In concept and design there are no basic differences.

None. However I have examined the components and the XR590...

KATE MCKENNA: What is the XR590?

DEREK JONES: The XR590 is the power source which drives Dealer Dan.

I think it has a few weaknesses.It' s not as good.

In my opinion it' s not reliable enough for children.

DON BRADLEY: Exactly how unreliable is it?

DEREK JONES: I can' t say exactly.

I haven' t completed the tests yet.It' s too early to say.

KATE MCKENNA: Will it affect their sales?

DON BRADLEY: Derek?

DEREK JONES: Not much in the first six months, I suppose.

KATE MCKENNA: It' s the first six months that are important.

DON BRADLEY: Edward, what do you think of their packaging?

EDWARD GREEN: Well, plenty of bright colours.

It' ll have a lot of impact at point of sale.

二、answer the question

1. Why does Derek think the XR590 is not as good?

Dialogue(三)

DEREK JONES: The technology is the same as ours.

I have never seen two products which are so similar.

In concept and design there are no basic differences.

None. However I have examined the components and the XR590...

KATE MCKENNA: What is the XR590?

DEREK JONES: The XR590 is the power source which drives Dealer Dan.

I think it has a few weaknesses.It' s not as good.

In my opinion it' s not reliable enough for children.

DON BRADLEY: Exactly how unreliable is it?

三、New words and expressions生词和短语

drive 驱动

reliability 可靠性

weakness 弱点

packaging 包装

partnership 合伙人/合伙关系

consultant 顾问

find out 查出/查明真相

do consultancy work 做顾问工作

give a lift 搭车/搭便车

chat 聊天

四、answer the question

What does Edward think of the packaging?

Dialogue(四)

DON BRADLEY: Exactly how unreliable is it?

DEREK JONES: I can' t say exactly.

I haven' t completed the tests yet.It' s too early to say.

KATE MCKENNA: Will it affect their sales?

DON BRADLEY: Derek?

DEREK JONES: Not much in the first six months, I suppose.

KATE MCKENNA: It' s the first six months that are important.

DON BRADLEY: Edward, what do you think of their packaging?

EDWARD GREEN: Well, plenty of bright colours.

It' ll have a lot of impact at point of sale.

Dialogue(五)

KATE MCKENNA: Will it affect their sales?

DON BRADLEY: Derek?

DEREK JONES: Not much in the first six months, I suppose.

KATE MCKENNA: It' s the first six months that are important.

DON BRADLEY: Edward, what do you think of their packaging?

EDWARD GREEN: Well, plenty of bright colours.

It' ll have a lot of impact at point of sale.

GERALDINE: I' m afraid they are all meeting at the moment.

No, I' m sorry, I don' t know what time it will finish.

I' ll put you through to Mr. Harris' s secretary, and she can make an appointment for you.

Please hold the line.

CLIVE HARRIS: Nice to see you again, Peter.It' s been a long time.

PETER DAY: How are things at Bibury Systems?

CLIVE HARRIS: Very interesting at the moment.

PETER DAY: I' ve just heard you' re going into partnership with a rather good Japanese company.

CLIVE HARRIS: That' s not exactly true...Peter, are you still doing consultancy work?

PETER DAY: Yes. I haven' t retired yet!

CLIVE HARRIS: Look, can I give you a lift back?

We haven' t had a chance to chat for a long time.

五、answer the question

1.What is the name of the advertising agency that J.K.Toys will use for their campaign?

2.For when is the campaign scheduled?

3.How much money is J.K.Toys spending on the television advertising campaign?

Dialogue(六)

DON BRADLEY: What have you found out about their marketing strategy?

KATE MCKENNA: They have already scheduled a television advertising campaign.

DON BRADLEY: Who with?

KATE MCKENNA: E.G.N.C.

KATE MCKENNA: E.G.N.C. The company that they always use.

DON BRADLEY: When is it scheduled?

KATE MCKENNA: Something next month, but I haven' t found out the exact date yet.

DON BRADLEY: Have you heard what they are spending on TV advertising?

KATE MCKENNA: I don' t know.

六、answer the question

1.Have you heard what they are spending on TV advertising?

Dialogue(六重复)

七、分析竞争产品时应考虑的几点:

1.technology 科技

2. marketing strategy 行销政策

3. packaging 包装

4. advertising 广告

5. advertising budget 广告预算

6. selling price 销售价

drive

reliability

weakness

packaging

partnership

consultant

find out

do consultancy work

Dialogue(七)

CLIVE HARRIS: Nice to see you again, Peter.It' s been a long time.

PETER DAY: How are things at Bibury Systems?

CLIVE HARRIS: Very interesting at the moment.

PETER DAY: I' ve just heard you' re going into partnership with a rather good Japanese company.

CLIVE HARRIS: That' s not exactly true...Peter, are you still doing consultancy work?

PETER DAY: Yes. I haven' t retired yet!

CLIVE HARRIS: Look, can I give you a lift back?

We haven' t had a chance to chat for a long time.


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