college english course for overseas undergraduates

College English Course for Overseas Undergraduates

暨南大学外招生《大学英语》教学课件

JNU QUALITY COURSE

暨南大学外国语学院

a new language course for tomorrow’s business leaders

体验商务英语Course Book 1

综合教程第一册

intermediate Business English

MARKET LEADER

JNU QUALITY COURSE


MARKET LEADER BOOK ONE

UNIT EIGHT

MARKETS 暨南大学精品课程JNU QUALITY COURSE

JNU QUALITY COURSE


4

Listening Doing business in Russia

JNU QUALITY COURSE

ML Book One Unit Eight Overview

Reading The car market in China

Vocabulary Types of market

Language Focus 1) comparatives and superlatives 2) much / a lot a little / a bit

Skills Participating in discussion

Case study Cara Cosmetics


http://www.iecool.com/vector/show/195/93419.htm

暨南大学精品课程项目暨南大学精品课程项目外国语学院大学英语教学部制作外国语学院大学英语教学部制作

The market came with the dawn of civilization and it

is not an invention of capitalism. If it leads to improving the well-being of the people, there

is no contradiction with socialism.

Mikhail Gorbachev


Look at the pie chart and answer these questions.A

Asia 3,683(61%)

Africa 784(13%)

North America 310 (5%)

Latin America/ Caribbean 519 (8.5%)

Oceania 30 (0.5%)

Africa 784 (13%)

Asia 3,683(61%)

Africa 784(13%)

North America 310 (5%)

Latin America/ Caribbean 519 (8.5%)

Oceania 30 (0.5%)

Africa 784 (13%)

Population by region (in millions)


Now ask and answer other questions about the chart.B

Starting up

• 1.What is the population of North America? • The population of North America is three

hundred and ten million.2. What percentage of the world’s population lives in Europe?

Twelve percent of the world’s population lives in Europe.


8.1 Listen and report these numbers.A

1,255,500 one million two hundred and fifty-five thousand five hundred

10.5% ten point five percent

Vocabulary --- Types of

market

Listen and underline the correct numbers.B

1 last year the company had a market share of 10.3 / 103 percent

2 last year sales of the main brand increases by 30 / 13 percent

3 last year the company sold more than 850,000 / 815,000 units of Sparkle

4.The company wants to increase its market share to 11.5 / 11.9 percent.

5 Next year the company wants to sell 1,100 / 1,100,000 units of Sparkle.

Vocabulary file page 152


Exercise with numbersRead the following numbers:

815 279 135 533 473

1,204 8,516 6,121 7,948

10,357 82,710 91,662

424,374 901,845 110,791 37,404,700,609

2,504,986 23,419,340

After net income fell ____ $0.25m in 1995. there was a strong increase in 1996 due to increased sales and reduced costs. This was followed by a further increase _____ net income ___ $0.7m over the next two years: it grew steadily _____ $1.4m in 1996 ____ $2.1m in 1998

050

100150200250

94年 95年 96年 97年 98年

by

inof

fromto


Match the beginnings of the sentences 1 to 5 with their endings a) to e).

• Coca-cola is a mass market product; it

• Selling special interest holidays is a niche market; it

• Rolex watches sell in a luxury market; they are

• An export market• A home market

a) is a small but often profitable market

b) is outside the producer’s country

c) is in the producer’s country

d) high quality and expensive goods

e) sells to large numbers of people

Cvocabulary


Now think of products which match the types of market in Exercise C.

• Nike shoes sell in a mass market.• Ferrari sports cars are a luxury market product.

Dvocabulary

Match the beginnings of the sentences 1 to 5 with their endings a) to e).E

1. A new market2. A growing market3. A profitable market4. A big market5. An attractive market

a) is largeb) allows companies to make

moneyc) is good to enterd) is getting largere) is at an early stage


Now choose adjectives from Exercise E to describe the markets

in your country for the following products.

The market for laptop computers is a mature market.

Selling holidays abroad is a growing market.

G

laptop computers holidays abroad video phones self-help books bicycles beauty products


vocabulary F Match the adjectives from Exercise E with their opposite meanings a) to e).

a) unattractive b) unprofitable

c) mature d) declining

e) small

5 31 2

4


By Oliver August in Beijing

• Edward Zong, China’s Porsche salesman, is ready for the biggest boom in the car business since Henry Ford. Only 1 percent of the 1.3 billion Chinese own a car, but sales are 50 percent more than a year ago.

• As a result, the country is now the biggest market for some car manufacturers, and you can read about the end of the ‘bicycle age’ in Chinese newspapers.

• In Beijing alone, about 4,000 new cars arrive every week and 600,000 new drivers will get licences this year. This is a rise of 40 percent. Sales of 3 million vehicles this year will make China the fourth largest market in the world.

Reading --- The car market in China


Some carmakers need Chinese consumers. Volkswagen will sell more cars in China than in Germany this year, and Porsche hopes to double its sales to 60 cars next year.

• When Mr. Zong was young, children played ball games on Beijing’s big roads. People didn’t own private cars and only government drivers, such as Mr. Zong’s father, went faster than bicycles.

• These days Mr. Zong waits in car traffic for an hour on his way to work every morning. The millions of bicycles cause great problems for other traffic. The government plans to destroy many old areas and change single-lane roads into eight-lane highways.

• This year, Mr. Zong purchased his first car, for ￡ 12,000- a Jeep Cherokee. He wanted a Porsche, but with a price of more than ￡ 90,000, this is distant dream for him.

• From The Times

reading


Porsche Dr. Ing. h.c. F. Porsche AG, often shortened to Porsche AG, or just Porsche, is a German manufacturer of automobiles. It was founded in 1931 by Ferdinand Porsche, the Austrian engineer who also created the first Volkswagen. The company is located in Zuffenhausen, a city district of Stuttgart, Baden-Württemberg. They currently produce sports cars and sport utility vehicles. In racing, Porsche's main rival has traditionally been Ferrari, though their production vehicles appeal to quite different personalities

1953 Model

1970 model 1976 model

2005 model

2007 model

2008 model

http://wikipedia.answers.com/topic/stuttgart


Find these numbers in the article. Write them in figures.

1.One point three billion 2.four thousand3. Six hundred thousand 4. sixty5.Twelve thousand pounds6.ninety thousand pounds

A

reading

1.3 billion /1,300,000,000 (line 6)4,000 (line16)

600,000 (line 17)60 (line 29)￡ 12,000 (line 51)￡ 90,000 (line 54)


What does each number in Exercise A refer to?B

1. 1.3 billion – the number of people in China

2. 4,000 – the number of new cars that arrive every week in Beijing.

3. 600,000 – the number of new drivers who get licences this year.

4. 60 – the number of cars Porsche hopes to sell next year

5. ￡ 12,000 – the price of a Jeep Cherokee

6. ￡ 90,000 – the price of a Porsche.

reading


Read the article carefully and complete these sentences.

1.Car sales in China are ___ a year ago. a) the same as b) higher than c) lower than

2.China is a big market for ___ . a) Ford b) Volkswagen c) Porsche

3.The number of ___ causes problem for other traffic. a) cars b) animals c) bicycles

4.The government wants to make roads ___ . a) wider b) longer c) cleaner

5.Mr. Zong owns a ___ . a) Jeep b) Porsche c) Ford

C

reading

b

b

c

a

a


purchased

destroydouble

consumersmanufacturers

Find words in the article which mean :

1.time of high sales (paragraph 1) boom2.makers (paragraph 2)3.people who buy (paragraph 4) 4.two times as many (paragraph 4) 5.to damage very badly (paragraph 6)6. bought (paragraph 7)

Dreading

Find three words in the article which refer to each of the following.

E

1.people salesman

2.business getting better drivers consumers children

boom rise double (sales)


We compare two people or things with comparative forms of adjectives.

Only government drivers went faster than bicycles.For Volkswagen the Chinese market is more profitable than

the German market.We compare three or more people or things with

superlative forms of adjectives.

The country is now the biggest market for some car manufacturers.

What is the most expensive make of car?

Language focus 1

Comparatives and superlatives


Correct the mistakes in these sentences.

1.It is more harder to break into export markets than home markets.

2.China is a more big market than Japan.3.Our market share is more low than it was last year.4.The rate of inflation is more bad this month than it

was last month.5.This month’s sales are more high than last month’s.6.The Asian market is more good than the European

market for rice.

A

biggerlower worse

higher

better

harder

Language focus 1


Language focus 1 B Complete the conversations using the superlative

form of the adjectives.

1. This is a good product.

Yes, it’s ___________ product on the market.

2. This is an expensive hotel.

Yes, it’s _________________ place in the city.

3. She is a very popular manager.

Yes, she’s _______________ head of department in the company.

4. This is a cheap product.

Yes, it’s _______________ product in the catalogue.

5. This is a very competitive market.

Yes, it’s ___________________ market in Asia.

6. This is a bad year.

Yes, it’s ______________ year in the last ten years.

the best

the most expensive

the most popular

the cheapest

the most competitive

the worst


Complete the article with the appropriate form of the words in brackets.

• I opened a hairdressing salon last year. The _________________ (important) thing is to think about your target customers. My hairdressing salon is located in my parents’ hotel. My customers are __________ (old) and_________ (rich) than my main competitor’s.

• They like excellent service and a cup of coffee. My main competitor’s customers are ___________ (young) than mine. She offers a ________ (cheap) service than I do. However, my salon is

• _____________________ (comfortable) than hers. My • _____________________ (exciting) customer is a famous model.

C

older

younger

richer

cheapermore comfortable most exciting

Language focus 1

profile

most important


8.3 Listen to the first part of a presentation by Anna Nabirukhina about doing business in Russia. Then tick the correct answers.

A

1.Which of the following statements is true? ( )

a) Russians expect foreign visitors to take them to parties.

b) Russians do business with people who like parties.

c) Russians enjoy entertaining foreign people who visit them.

2.To do business with Russian companies, you need to have ( )

a) a business arrangement b) a personal relationship.

c) a useful contact

Listening Doing

business in Russia

3. Who do you need in your team? ( ) a) a friendly person b) a service provider c) a technical person

c

b

c


Tips of doing business with Russians 1. Russians are good hosts. They like to

entertain foreign guests, so allow plenty of time for

informal parties and cultural events.2. They will try to establish a personal

relationship with you. They need to know you as a

person before they do business with you. They need

to trust you. 3. You need to be well-prepared before a

negotiation. Russians usually ask a lot of technical

questions. You need to have a technical person and a

Russian adviser in your team.


B Listen to the second part of the presentation. Then answer these questions.

1. Who should you take on your first visit to a Russian company?

a) New people b) Team members c) senior people

2. When Russians buy products from foreign companies, they offer

a) to pay as little as possible.

b) to pay a fair price

c) to pay as much as possible

listening

C

a


Tips of negotiating with Russians

1. In your first visit, take a senior people with you.In your final negotiation, have a top executive lead your team.

2. In a negotiation, Russians like to start with an extreme position. When they are buyers, they offer a very low price. When they sellers, they ask a really high price. You need to be tough and take an extreme position yourself.


Listen to the third part of the presentation. Then complete these extracts. C

1.Russians value information. They think information is ________ , so they do not tell you everything.

2. It’s important to be patient. Russians take a long time to make a _______ and there’s always a lot of __________ to deal with.

3. You must watch Russians carefully and study their ______ language. This is very important.

4. Remember that Russians are _________ people. Sometimes emotions are more __________ than facts.

listening

power

decision paperworkbody

emotionalimportant


Language focus 2 much/a lot a little/a bit

We use much or a lot with comparative adjectives to talk about large differences. Much is more formal than a lot.

Fruit snacks are much healthier than sugary snacks.

New Zealand is a good market, but Australia is a lot more attractive.

We use a little or a bit with comparative adjectives to talk about small differences. A little is more formal than a bit.

The PDX100 is a little more expensive than the PDX200.

This month’s sales are a bit higher than last month’s.

Page 125


Language focus 2 A Complete these sentences about the cars.

1.The white car is ____________ bigger than the black car.

2.The black car is ______________ bigger than the red car.

much or a lot

a little or a bit


Language focus 1

B Talk about sales in France and in Spain. Use the chart.

0

500

1000

1500

2000

2500

1 2 3 4Quarter

Sale

s (0

00's

)￡

Sal es i n FranceSal es i n Spai n

In the first quarter, sales in France were a little higher than in Spain. In France, sales in the second quarter were much higher than in the first quarter.


Language focus 1

C Compare these two pool tables using much, a lot, a little and much.

The Classic pool table is a bit wider than the Trainer pool table.

Width

Length

Height

Weight

Price

Trainer pool table

93 cm

176 cm

78 cm

25 kg

￡ 144

Classic pool table

95 cm

180 cm

80 cm

50kg

￡ 280



Skills Participating

in discussions

A 8.6 Three marketing executives, Jacek, Paul and Anna, talk about a new morning snack called Krakel. Listen to their conversation and underline the correct answer.

1.Who does Jacek want to target with the new bar?

a) Children b) Rich women c) Young workers

2.Jacek says more people these days

a) do not have breakfast b) have breakfast on the way to work

c) eat breakfast at home

3.Krakel contains

a) no sugar. b) a bit of sugar. c) a lot of sugar.

4.Krakel contains

a) no fruit. b) a bit of fruit. c) a lot of fruit.

c

b

b

c


skillsB Listen to the conversation again. Complete the extracts.

1.Sorry, Paul, I don’t _______ with you.

2. I _________ we need to target young working people.

3.You ‘re _________ . There is a big market for morning snacks.

4.How do you ___________ about this, Anna?

5.I really ___________ the idea.

6.OK.____________ call a meeting and talk to the rest of the

department.

agree

think

right

feel

like

Let’s


skillsC Look at the extracts in Exercise B. Decide whether the

speaker is:

a) agreeing

b) disagreeing

c) asking for an opinion

d) giving an opinion

e) making a suggestion

3, 5

1

4

2

6

D Work in groups of three. Role play this situation. You are taking part in a marketing meeting. You are discussing the name and price of a new cereal bar and how to promote it.

Student A: turn to page 136

Student B: turn to page 139

Student C: turn to page 144


skills

Useful language Agreeing Giving an opinion.You’re right. I think …I really like the idea. In my opinion … Disagreeing making a suggestion(Sorry) I don’t agree with you. Let’s …I’m afraid I don’t agree. How about …

Asking for an opinionWhat do you think?How do you feel about this?


Background Cara Cosmetics is an international company based in Italy. It sells body care products. Its target market is usually women who buy the

products for the whole family. Cara Cosmetics is launching a new shampoo.

Competitors’ products

Name Price Size outletsHairGlow ￡ 8

￡ 4300ml100ml

Supermarketspharmacies

Shinesoft ￡ 10￡ 7￡ 5

300ml 200ml100ml

SupermarketsPharmacieshairdressers

Sheen ￡ 14￡ 10

250ml 150ml

hairdressers hairdressers

Case study


Case study

The new shampooThe biggest competitor is HairGlow. Look at the options below for the new shampoo.

Names Finesse

Radiancesilk

Selling price (for 300ml)Less than ￡ 8 ￡ 8More than ￡ 8

Bottle sizes300ml only

300ml and 100ml500ml, 300ml, and 200ml

Target marketsWomen who buy the product for the family

Women who buy the product for themselvesMen who buy the product for themselves

Age groups 18-2526-5051+

Income groupsLow

Middlehigh

Main outletsSupermarketsPharmaciesHairdressers


Case study

task

Work in small groups. Look at the information and discuss how Cara Cosmetics needs to launch its shampoo.Decide on the name, price, age group, size, income group, target market and main outlet.

writingWrite a short description of the new shampoo for

Cara’s catalogue.

Writing file page 134

college english course for overseas undergraduates

Documents

market share

car market

luxury market product

niche market itrolex

year sales

worlds population

population of north

exercise e