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基础商务英语 Unit 12 Part1 分析竞争对手

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Unit 12 Part2 Business letters and presenting information

Dialogue(一)

DON BRADLEY: We haven' t decided on a plan of action yet.

堂.布拉德利:我们还没决定行动计划。

We must outline a strategy, but first let me summaries what we' re said so far.

我们必须定出行动纲领,下面我先总结一下大家的发言。

This is a critical situation.

这是个非常危机的形势。

We know that J.K. Toys are playing to win.

我们知道J.K.玩具公司计划大获全胜。

And we know that right now they have the edge.

我们知道,目前他们占有优势。

So, let' s look at the down side.

所以,我们先来看一下不利因素。

What are their advantages?

他们的优势是什么?

They have a larger market share;

他们有更大的市场份额;

they have a cheaper product;

他们的产品更便宜;

they have an earlier launch date,

他们产品上市时间更早,

and we think they have a larger advertising budget.

并且我们认为他们的广告预算很高。

KATE MCKENNA: Their strategy is very clear:

凯特.麦凯纳:他们的策略很清楚:

they want our share of the market, both the European market and the export market.

他们要的是我们的市场份额,包括欧洲市场和出口市场。

DON BRADLEY: We cannot let them succeed.

堂.布拉德利:我们不能让他们成功。

We have to consider which of these factors we can influence.

我们一定要考虑,我们可以影响这些因素中的哪些。

Kate, any ideas?

凯特,你怎么看?

KATE MCKENNA: There are two immediate things we can do:

凯特.麦凯纳:有两件事是我们可以马上做的:

we can increase our advertising budget and bring forward the launch date.

我们可以增加广告预算、提前上市日期。

DON BRADLEY: Derek, is that feasible?

堂.布拉德利:德里克,这行得通吗?

DEREK JONES: I don' t think so.

德里克.琼斯:我看不行。

CLIVE HARRIS: I' ve got some news for you all.

克莱夫.哈里斯:我有些消息要告诉大家。

DON BRADLEY: Okay, just a second.I' ll switch on the speaker.

堂.布拉德利:好的,请稍等。我改成扬声器。

Okay, Clive, go ahead.

好了,克莱夫,说吧。

CLIVE HARRIS: I' ve got some useful information from Peter Day:

克莱夫.哈里斯:我从皮特o戴得到一些有用的资料:

first of all, I think they' re moving too fast.

首先我认为他们走的太快了,

They haven' t done their sums.

他们还没做好准备。

DEREK JONES: Clive, this is Derek.

德里克.琼斯:克莱夫,我是德里克。

Do you know how large their production run' s going to be?

你知道他们的产量会是多少吗?

CLIVE HARRIS: It' s going to be around 300,000 units.

克莱夫.哈里斯:约30万件。

DEREK JONES: That' s about what we hoped--more than 450,000 and we' ve got problems.

德里克.琼斯:和我们想的差不多--45万多,我们有麻烦了。

KATE MCKENNA: This is Kate. I' ve got a question.

凯特.麦凯纳:我是凯特。我有个问题。

CLIVE HARRIS: Go ahead, Kate.

克莱夫.哈里斯:说吧,凯特。

KATE MCKENNA: Were you able to find out anything about their overseas marketing strategy?

凯特.麦凯纳:能查到他们的海外销售策略吗?

CLIVE HARRIS: Well, I' ll tell you this, Kate:

克莱夫.哈里斯:凯特,我这样跟你说吧:

they won' t crack the American market--we' re a few steps ahead of them there,

他们不会动美国市场--我们比他们出手要早,

and I want you to exploit that advantage--you need to get out there fast.

我要你利用这个优势--你要尽快抓住那里的市场。

Look I' ll ring off now.

我现在要挂断了。

I' ll get back to the office as soon as I can.

我会尽快赶回办公室。

一、New words and expressions生词和短语

outline 概括、概述

situation 局面、情形

advantage n.有利地位、 优势、有利条件

summarise 总结

influence 对、、、起作用,影响

exploit 利用

plan of action

to outline a strategy 行动纲领

step ahead

market share

shairing the meeting 主持会议

Dialogue(二)

DON BRADLEY: We haven' t decided on a plan of action yet.

We must outline a strategy, but first let me summaries what we' re said so far.

This is a critical situation.

We know that J.K. Toys are playing to win.

And we know that right now they have the edge.

So, let' s look at the down side.

What are their advantages?

They have a larger market share;

they have a cheaper product;

they have an earlier launch date,

and we think they have a larger advertising budget.

Dialogue(三)

KATE MCKENNA: Their strategy is very clear:

they want our share of the market, both the European market and the export market.

DON BRADLEY: We cannot let them succeed.

We have to consider which of these factors we can influence.

Kate, any ideas?

KATE MCKENNA: There are two immediate things we can do:

we can increase our advertising budget and bring forward the launch date.

DON BRADLEY: Derek, is that feasible?

DEREK JONES: I don' t think so.

二、answer the question

What is their production run?

Dialogue(四)

CLIVE HARRIS: I' ve got some news for you all.

DON BRADLEY: Okay, just a second.I' ll switch on the speaker.

Okay, Clive, go ahead.

CLIVE HARRIS: I' ve got some useful information from Peter Day:

first of all, I think they' re moving too fast.

They haven' t done their sums.

DEREK JONES: Clive, this is Derek.

Do you know how large their production run' s going to be?

CLIVE HARRIS: It' s going to be around 300,000 units.

DEREK JONES: That' s about what we hoped--more than 450,000 and we' ve got problems.

三、answer the question

What does Clive say Kate should do?

Dialogue(五)

CLIVE HARRIS: I' ve got some news for you all.

DON BRADLEY: Okay, just a second.I' ll switch on the speaker.

Okay, Clive, go ahead.

CLIVE HARRIS: I' ve got some useful information from Peter Day:

first of all, I think they' re moving too fast.

They haven' t done their sums.

DEREK JONES: Clive, this is Derek.

Do you know how large their production run' s going to be?

CLIVE HARRIS: It' s going to be around 300,000 units.

DEREK JONES: That' s about what we hoped--more than 450,000 and we' ve got problems.

KATE MCKENNA: This is Kate. I' ve got a question.

CLIVE HARRIS: Go ahead, Kate.

KATE MCKENNA: Were you able to find out anything about their overseas marketing strategy?

CLIVE HARRIS: Well, I' ll tell you this, Kate:

they won' t crack the American market--we' re a few steps ahead of them there,

and I want you to exploit that advantage--you need to get out there fast.

Look I' ll ring off now.

I' ll get back to the office as soon as I can.

四、关键语言点(比较级)

a20% market share

35% is a larger market share.

&3.50 each.

&3.0 is a cheaper product.

&10.00 unit cost.

&13.00 is 30% higher.


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