《电子商务英语教程》-Unit4[1]

单击此处编辑母版标题样式,单击此处编辑母版文本样式,第二级,第三级,第四级,第五级,*,8,Notes To Passage A,What Is B2B?,？,Passage A,Unit 4,Objective,8,Notes To Passage A,Activities On Passage A,Basic E-commerce,Writing,&,Related Reading,Unit 4,8,Notes To Passage B,Activities On Passage B,:,Work online,Unit 3,Objective:,In this unit, you will learn:,C,What is B2B,C,Why B2B is so popular,C,What is B2C e-commerce,C,Basic E-commerce English Writing,Focus:,Identify the use of B2B,.,Nodus,:,The development of B2C,学 习 目 标,1),Many organizations have both B2B and B2C components, but its not unusual for a company to specialize in B2B services or sales.,Passage A,虽然许多公司通常既采用,B2B,（,企业对企业的电子商务）销售方式又采用,B2C,（,企业对消费者的电子商务）销售方式，但专门从事,B2B,服务或销售的公司也是司空见惯的。,4,注解,：,B2B=business to business,；,B2C=business to customer,；,本句是典型的并列句，,but,用以表示语气的转折，其结构为简单句等立连词简单句，常见的等立连词有,and, or, but,等,；动词短语,specialize in,意为“主营,专攻”，,not unusual,是双否定，正所谓否定之否定，即为肯定，因此可译为“很平常，不足为奇，司空见惯”等。,2),Instead of simply focusing on business-to-business sales, modern corporations are conducting other financial transactions online.,现代的公司会从事其他网上的商务交易，而不会只专门从事企业对企业的电子商务销售。,4,注解：,instead of,引导的介宾短语充当状语，相当于“,in place of,sth,else,”,意为“代替，而不是”；,focus on,意为“集中”；,conduct transaction,意为“从事,交易”。,3),Without a B2B component, the manufacturer would have lost out on a very lucrative sale.,4,注解,：,从主句中的,would have lost,可以断定这是表示与过去事实相反的虚拟条件句，因此介词短语,Without a B2B component,是虚拟含蓄条件句，相当于“,if it had not had,”,；,动词短语,lose out on,意为“未能占上风或错过机会”。,若不是厂商采取了,B2B,销售方式，那不知会错过多少有利可图的销售机会。,4),With the growth in electronic communications, B2B has taken on even more importance.,End,随着电子通讯的发展，,B2B,已经显得更加重要。,4,注解,：,动词短语,take on,在此处是“开始显现；变得”的意思。,例如：,His voice took on a sad tone,.,他的声音变得悲伤起来。,Activities On Passage A,1) What are the complete forms of B2B and B2C?,4,.3.1,Critical thinking,2) What are the vast majority of products and services sold considered to be in nature?,3),W,hy do many companies provide B2B options alongside the B2C offerings at their websites and other outlets?,4) What form of B2B transaction is very common in the manufacturing world?,6) What functions do B2B communications have now?,5),Which has become more important with the growth in electronic communications?,Activities On Passage A,4,.,3.2.1 Give the Chinese equivalents of the following words or expressions:,4,.3.2,Translation practice,1) business-to-business,2) business-to-customer,3) sheer volume,4) manufacturers website catalog,5) clothing stores,6) lucrative sale,7) specialized product line or service,8) shaving cream in cans,9) plastic injection molding companies,10) pitch their particular designs,企业对企业的电子商务,企业对消费者的电子商务,剧增的销量,厂商网站上的产品目录,服装店,有利可图的销售,专用生产线或服务,罐装的剃须膏,喷胶模具公司,为他们独特的设计铺路（为销售开路）,Activities On Passage A,4,.,3.2.2 Give the English equivalents of the following words or expressions:,4,.3.2,Translation practice,general public,manufacturing world,specific plastic nozzle,sales representatives,an individual customer,electronic communications,promote investment,trade stocks,target companies,form financial alliances,1),普通大众,2),制造业,3),专门的塑胶喷嘴,4),销售代表,5),个体顾客,6),电子通信,7),促进投资,8),股票交易,9),目标公司,10),形成财经联盟,Activities On Passage A,4.,3.2.3 Sentence translation from English to Chinese:,4.3.2,Translation practice,1) B2B transactions primarily target companies and other wholesale buyers, while transactions targeting individuals are called B2C, or business-to-customer.,B2B,交易的主要目标是企业或其他批发商，而针对个体顾客的交易则被称之为,B2C,，,即企业对消费者的电子商务。,2),This is why many companies provide B2B options alongside the B2C offerings at their websites and other outlets.,这就是为什么许多公司在其网站上以及其它场所中提供,B2C,交易模式的同时，还会提供,B2B,交易方式的原因。,3),B2B sales are also generated by providing a specialized product line or service not available to the general public.,通过提供一种一般公众所得不到的专用生产线或服务，也能产生,B2B,交易。,Activities On Passage A,4.3.2,Translation practice,4),A company that produces shaving cream in cans, for example, may need a specific plastic nozzle.,例如，一家生产罐装剃须膏的企业可能需要一种专用塑胶喷嘴。,5),Because the price of these transactions is far beyond the reach of most individuals, there is no equivalent business-to-customer option available.,由于这些交易的价格远远超出了大部分个体客户的经济承受能力，所以等值的,B2C,商务模式中其实是不存在的。,Activities On Passage A,4.,3.2.4 Sentence translation from Chinese to English,4.3.2,Translation practice,1,),B2B,是为时已久的称为企业与企业的电子商务活动的销售实践活动在当代的一种速记法。（,contemporary shorthand,）,B2B is contemporary shorthand for a longtime sales practice called business-to-business.,2),个体顾客可能会光顾服装生产厂家的网站目录然后定购两双鞋子或一件毛衣。,(,website catalog),An individual customer may visit a clothing manufacturers website catalog and order two pairs of shoes or a sweater.,Activities On Passage A,4.3.2,Translation practice,4),随着电子通讯的发展，移动电话已经显得更加重要。,(,take on),With the growth in electronic communications, mobile phones have taken on even more importance.,5),去年我们公司的交易高达数百万美元。,(,run into),Last year, some companys transactions ran into millions of dollars.,End,3),B2B,的销售和服务普及的其中一个主要原因就是销量的剧增。,(,sheer volume),One of the major reasons for the popularity of B2B sales and services is the sheer volume.,What is B2C,1,),While the term e-commerce refers to all online transactions, B2C stands for business-to-consumer and applies to any business or organization that sells its products or services to consumers over the Internet for its own use.,Passage B,8,Notes To Passage B,如果说“,e-commerce,”,这个术语是指所有的网上交易，那么“,B2C,”,则是代表了“电子零售商务”，它应用于通过互联网向顾客销售自己的产品或提供各种服务的任何企业或公司。,4,注解：,本句中,while,引导的是一个让步状语从句，而非时间状语从句，有“虽然；但是”之意，或表示前后内容不同而形成的反差，多见于主句之后。例如：,。,While I understand what you say, I cant agree with you.,虽然我理解你的意思，但我还是不同意,。,You like tennis, while Id rather read.,你爱打网球，但我爱看书,。,2) For a long time, however, companies have had a hard time making their websites dynamic and engaging enough for consumers to want to spend time on the site and actually spend their money there.,Passage B,8,Notes To Passage B,然而，长时间以来，很多公司历尽千辛万苦才使得他们的网站充满活力和魅力，足以吸引消费者自愿花时间浏览他们的网站并乐意在上面进行名符其实地消费。,4,注解：,短语,have a hard time doing,sth,意为“在做什么事情上面有困难”；现在分词短语,making their websites dynamic and engaging enough for,中，,dynamic and engaging,是宾补，,enough,是副词，与后面的不定式,for,sb,to do,sth,一起构成状语表程度，修饰宾补,dynamic and engaging.,What is B2C,3),In short, although online commerce still represents less than six percent of all retail sales, its growth and future prospects show that it has finally become as established and mainstream as a trip to the local mall.,Passage B,8,Notes To Passage B,End,简而言之，尽管网上交易仍然只占整个零售额的不到百分之六的份额，但它的发展和未来的前景表明它终于得到了人们的认可，而且正如同人们时兴逛当地商场一样，成为了时下的消费主流。,4,注解：,although,引导一个让步状语从句；,show,的宾语是,that,引导的宾语从句；,in short =in a word=all in all,意为“简而言之”；,asas,是原级比较，表示“和,一样”。,What is B2C,4.6.1,Tell whether the following statements are (T) or false (F),4.6,Activities,1,A, the online bookseller ，launched its site in 1996 and quickly took on the nations major retailers.,2,Peer-to-peer sites such as,Craigslist,fall under the B2B category.,3,In the ensuing dotcom carnage, hundreds of e-commerce sites shut their virtual doors, but most of the experts predicted they could surely overcome it in a short time for online retailers.,4,E-commerce is getting easier as more and more Americans are connecting to the Internet via broadband.,5,Online commerce now represents only a small part of all retail sales.,Activities On Passage B,F,T,T,F,F,4.,6.2 Match the English on the right with Chinese on the left,4.6,Activities,Activities On Passage B,1,Nasdaq,A,网上商务,2,via broadband,B,对等的网络站点,3,online commerce,C,身份盗窃行为,4,Peer-to-peer sites,D,全国证券交易,商自动报价系统协会,5,identity theft,E,通过宽带,End,Brief Introduction of Writing E-mail,电子邮件写作,Basic E-commerce,Writing,While email is the most rapidly growing communication tool for business use, learning to use and manage e-mail is a fundamental skill in todays technological and fast-paced world. One of the most appealing features of e-mail is that it combines the best of the letter and the telephone, providing a form of talk-writing.,Electronic mail allows for the almost instantaneous transmission of a message from one computer through a network to one or more other computers and is rapidly becoming one of the main forms of both professional and personal communication.,4.7.1 Guidelines for Writing Effective E-mail,When you write, use principles of good writing. Pay attention to spelling, grammar, punctuation, and word usage. Your reader will form an opinion of you based upon the text you send.,Include a short introduction indicating exactly to what you are responding, even if the original message is included.,If the e-mail is important, print it out and proofread it carefully before you send it.,Try to keep messages short and direct. If you have longer documents, consider using attachments,(,附件,),.,For shorter documents, a title page may be required, optional, or unnecessary, depending on the specific context and conventions in your field.,To make your electronic mail more personal, begin your message with the receivers first name and a comma (or colon) as you would when writing a letter. At the end of your message, type your name and your e-mail address.,Sometimes we use abbreviations sparingly, much the same way you would use jargon.,Here are a few abbreviations:,4,BTW,By the way,4,CUL,See you later,4,IMHO,In my humble opinion,4,F2F,Face to face,4,WYSIWYG,What you see is what you,get,4,ASAP,: as soon as possible,Basic E-commerce,Writing,Brief Introduction of Writing E-mail,电子邮件写作,Basic E-commerce,Writing,4,CU,: See you (good-bye),4,HTH,: Hope this helps,4,TIA,: Thanks in Advance,Here is what the compose or new message screen looks like in Hotmail:,Brief Introduction of Writing E-mail,电子邮件写作,Here is a sample for composing a message:,Basic E-commerce,Writing,Brief Introduction of Writing E-mail,电子邮件写作,Write your message,4.7.2,A Sample of E-mail,Basic E-commerce,Writing,Brief Introduction of Writing E-mail,电子邮件写作,From:,Zhang,Zhenli, manger,To:,Ann Millen, General manger,Date,Wednesday, March 1, 2005, 3:16 PM,Subject:,Letter of Request for Advice No. 2,Dear,Ann Millen, Frankly, I need your advice on a matter of great concern to the employees at the local manufacturing facility. It seems the constant rumors of a corporate takeover are filtering down to the general work force, and the loyalty may soon falter. I have heard of some employees submitting their applications to our competitors. This could create problems if not dealt with now.I feel obliged to make some sort of official statement to the employees and hope for your guidance as to the content thereof.I would be most grateful for your thoughts and advice on this most sensitive matter.,Yours sincerely,4.7.3 Writing Practice,Write an e-mail message with the following information:,Basic E-commerce,Writing,非常高兴收到贵方,3,月,27,日的电邮。我方对贵方寄来的资料很感兴趣，期待将来能共同合作以促进发展。现附上我方经营的项目及产品目录供贵方参考，期待早日答复。,End,Dear Sir,We are very pleased to have received your e-mail of March 27, and interested in the information of your company, we shall be pleased to enter into direct business relations with you.,We enclose our products catalog to you in order to give you a general idea of the various kinds of items in our company.,We are looking forward to receiving your early response.,Brief Introduction of Writing E-mail,电子邮件写作,Make Use of Email,Electronic mail, or Email, is one of the most important Internet services. Until the advent of the World-Wide Web, it was also the most popular. Its also the most personal mainstream service: your Email reflects your own personality, so its important to convey the correct impression in your electronic mail.,The Basic Technology Of E-commerce,&,Related Reading,For many people, electronic mail is still a novel experience. Many people sign up for an email account, get some mail program like Eudora or one of the Microsoft mail programs, play around for a while, and then just forget about it, leaving mail to collect unanswered. Even big companies are offenders here.,In those cases where such people do send or answer mail, the quality of the message is frequently poor. They often contain misspellings, irrelevant quotes, or poor layout (“formatting”).,Dont underestimate the effect of such a mail message. Your mail message is all that many people see of you, and if its poorly formatted, one line per paragraph, badly spelt, or full of errors, it will give people a poor impression of you. Email use is just now becoming mainstream, but many hackers have been using it for 20 years or more.,In the impersonal world of the Internet, your mail messages are the most tangible thing about you. Send out a well thought out, clear and legible message, and you will leave a good impression. Send out a badly formulated, badly formatted and badly spelt message, and you will leave a bad impression.,The Basic Technology Of E-commerce,&,Related Reading,So whats good formatting and whats bad formatting? Thats partially a matter of opinion (and self-expression), of course, but there are a number of Internet Standards that define what a message should look like. Unfortunately, Microsoft is trying to impose its own “standard” on the world. None can give a link to it, because they havent published their “standard”.,Make Use of Email,Problems in mail fall into a number of categories. Select the link for more details of each category:,The Basic Technology Of E-commerce,&,Related Reading,End,Format problems. In extreme cases, messages can be barely legible. Microsoft “Outlook” seems to have taken this problem to new heights.,Make Use of Email,Character set problems. Traditionally, Mail was written in US-ASCII, a character set which only suffices to represent English correctly.,Message layout issues. These are entirely in your hands, and they reflect most on your personality. Use them well and you,ll,make a good impression. Use them badly and you,ll,make a bad impression. Who decides what good and bad are? The reader does, and you dont get a say in the matter.,4.,9 Work online,:,Work online,1)Try to apply for an e-mail box free of charge from,;,2)Write an e-mail to inform one of your friends that you want to invite him/her to dinner this afternoon.,This is the end of Unit 4,