电子商务英语教程》-U

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,Michelin s Great Goal,Passage A,Unit 9,Objective,8,Notes To Passage A,Activities On Passage A,Basic E-commerce,Writing,&,Related Reading,Unit 9,8,Notes To Passage B,Activities On Passage B,:,Work online,5,Unit 9,Objective:,In this unit,you will learn:,C,The importance of advertising and brand building,in the Web,C,How to improve communication with customers on,the internet,C,The approaches to promoting sales on Web,C,Basic E-commerce English Writing,Focus:,Techniques for promoting sales,Nodus,:,Using Webs to manage relationships with,customers,学 习 目 标,1),Michelin launched an electronic commerce initiative in 1995 called BIB NET(after the companys famous“Michelin Man”mascot,whose name is,Bibendum,).,Passage A,Michelin,于1995年创建了一个电子商务网站，名为,BIB NET，（,是以该公司著名的吉祥物“,Michelin Man”,命名的，其名为,Bibendum,）。,4,注解：,launch an initiative,的意思是,“,开始做某事,”,；,called BIB NET,是过去分词短语，修饰,initiative;after,是,named after,的缩略表达法，意思是,“,以,命名,”,。,whose name is,Bibendum,是非限制性定语从句，补充说明,“,Michelin Man”,。,2),BIB NET was an extranet that allowed tire dealers to access tire specifications,inventory status,and promotional information about Michelin products through a simple-to-use Web browser interface.,BIB NET,原本是一个企业外联网，它能让轮胎经销商通过一个简易的网络浏览器界面就可以获取轮胎的规格、库存状况，以及有关,Michelin,产品的促销信息。,4,注解：,that,引导的定语从句修饰先行词,extranet；through a simple-to-use Web browser interface,是介词短语充当方式状语修饰动词,access。,在,BIB NET,出现之前，打电话要求向,Michelin,公司提供产品信息的经销商有时要在电话里长时间等待。,4,注解：,calling Michelin for product information,是现在分词短语，用作定语修饰,dealers；,短语,call,sb,.for,sth,.,意为：给某人打电话索取（要求提供）某物；,be placed on hold,相当于,be kept talking on the phone,意思是“被动地处于电话通话状态”。,3),Before BIB NET,dealers calling Michelin for product information were sometimes placed on hold.,End,与客户进行电话交谈的经销商往往会浪费不起这种长时间通话。,4,注解：,cannot afford,的意思是“付不起、经不起，浪费不起”；不定式,to wait on hold,充当动词,afford,的宾语，意思是“等待通话”。,4),A dealer who is talking to a customer cannot afford to wait on hold.,Activities On Passage A,1,),What do customers usually do when they want to replace tires for their vehicles?,9.3.1,Critical thinking,2),What is the purpose of Michelins advertising?,3),Who did Michelin direct its electronic commerce initiative at?,4),How can tire dealers get information about Michelin products on BIB NET?,5),Why can Internet technologies help enhancing the creation of a satisfactory supply chain?,Activities On Passage A,9.,3.2.1,Give the Chinese equivalents of the following words or expressions:,9.3.2,Translation practice,1)advertising,2)competitor,3)access information,4)Web browser interface,5)purchasing manager,6)launch an initiative,7)specification,8)simple-to-use,9)maintain a Web page,10)supplier,广告,竞争对手,获取信息,网络浏览器界面,采购经理,创建网站,规格,简易的,维护网页,供应商,Activities On Passage A,9.,3.2.2,Give the English equivalents of the following words or expressions:,9.3.2,Translation practice,1)备受尊重的品牌,2)树立品牌,3)最终用户,4)企业外联网,5)供应链,6)推荐,7)经销商,8)库存状况,9)在线等待,10)交际,a highly respected brand name,brand building,ultimate consumers,extranet,supply chain,recommendation,dealer,inventory status,to wait on hold,communication,Activities On Passage A,9.,3.2.3,Sentence translation from English to Chinese:,9,.3.2,Translation practice,1),Michelin has a highly respected brand name and reputation in the tire business.,在轮胎行业，米其林是一个备受尊重、享有盛誉的品牌。,2),Michelin spends a great deal of money on direct advertising to its ultimate consumers.,米其林耗巨资直接向最终消费者做广告。,3),The goal of this initiative was to sell more Michelin tires to consumers,but the initiative was directed at Michelins tire dealers,not the ultimate consumers.,最初这种做法的目的是向消费者销售更多的轮胎，但这种做法只针对经销商，而非最终消费者。,Activities On Passage A,9,.3.2,Translation practice,4),By giving dealers the power to access Michelin information directly and immediately,Michelin saved money and gave dealers better service.,通过赋予经销商即时而直接获得米其林信息的权力，米其林既减少开支又能给经销商提供更好的服务。,5,),Because Internet technologies are tools that improve communications at a very low cost,they are ideal aids for enhancing the creation of a highly coordinated and effective supply chain.,互联网技术是以低成本增进沟通的工具，非常有助于加强建立高度协调的、有效的供应链。,Activities On Passage A,9,.,3.2.4,Sentence translation from Chinese to English,9,.3.2,Translation practice,1),这次促销活动志在提高产品的知名度。(,be directed at),The sales promotion is directed at improving the reputation of the products.,2),销售人员努力向顾客推荐他们的新产品。(,make recommendations),The salespersons tried to make recommendation of their new products to customers.,3)公司网站的建立使产品走向世界各国。(,allowto),The building of the companys website allows their products to go to the world.,Activities On Passage A,9.3.2,Translation practice,4,)许多公司难以支付昂贵的电视广告费。(,afford;TV advertising),Many companies find it difficult to afford the expensive TV advertising.,5),我们终于说服了安妮放弃乘飞机而坐火车走。(,convince),We convinced Anne to go by train rather than plane.,End,Access To Market Segmentation,1,),The Web enables companies to mix a variety of marketing strategies and give customers a choice about which approach they prefer.,Passage B,8,Notes To Passage B,网络