商务英语阅读-Unit 4 International Marketing

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,*,Unit 4 International Marketing,CONTENTS,Welcome to the unit,Text A,Text B,Supplementary Reading,Welcome to the unit,Questions for you.,Is marketing equivalent to selling?,What is the aim of marketing?,What kind of methods can you use to keep in touch with your customers?,Do you know any marketing strategies?What are they?,Guess the meaning,1.CMO magazine,2.Lead generation,3.discretionary income,4.marketing mix,5.de-market,Text A Chasing King Apple,chase teis vt.追逐；追捕；试图赢得；雕镂 vi.追逐；追赶；奔跑 n.追逐；追赶；追击,chase the dragon 俚语“追龙式服用海洛因，腾云般服用海洛因(指吸毒者将海洛因放在锡箔上加热，然后抽吸烟雾，其飘浮形状宛如龙尾),cut to the chase 提到关键问题，转入(或切入)正题,give chase to 追赶；追逐；追击,go(and)chase oneself 美国俚语 别捣乱，走开，滚开,in chase of 追求；追赶；追击,lead someone a(fine,hard,merry,lively)chase 诱使某人尽力追赶(或徒劳追逐),stern chase(在前船后面的)尾追；追击,Apple Inc.(NASDAQ:AAPL;previously Apple Computer,Inc.)is an American multinational corporation that designs and markets consumer electronics,computer software,and personal computers.The companys best-known hardware products include the Macintosh line of computers,the iPod,the iPhone and the iPad.Apple software includes the Mac OS X operating system;the iTunes media browser;the iLife suite of multimedia and creativity software;the iWork suite of productivity software;Aperture,a professional photography package;Final Cut Studio,a suite of professional audio and film-industry software products;Logic Studio,a suite of music production tools;and iOS,a mobile operating system.As of August 2021,the company operates 301 retail stores in ten countries,and an online store where hardware and software products are sold.,Established on April 1,1976 in Cupertino,California,and incorporated January 3,1977,the company was previously named Apple Computer,Inc.,for its first 30 years,but removed the word Computer on January 9,2007,8 to reflect the companys ongoing expansion into the consumer electronics market in addition to its traditional focus on personal computers.As of September 25,2021,Apple had 46,600 full time employees and 2,800 temporary full time employees worldwide and had worldwide annual sales of$65.23 billion.,For reasons as various as its philosophy of comprehensive aesthetic design to its distinctive advertising campaigns,Apple has established a unique reputation in the consumer electronics industry.This includes a customer base that is devoted to the company and its brand,particularly in the United States.Fortune magazine named Apple the most admired company in the United States in 2021,and in the world in 2021,2021,and 2021.The company has also received widespread criticism for its contractors labor,environmental,and business practices.,Reading comprehension,Read the passage quickly then answer the following two questions.,1.What do you think is the biggest challenge for firms touting tablets?,2.RIMs new baby is unlikely to become a bestseller because it suffers from at least two handicaps.What are they?,Words and expressions,1.fell over one another:争先恐后，竞争，争夺,2.fledgling:fledli n.无经验的人；刚会飞的幼鸟,fledgling firm 名词新公司/无经验的公司 fledging fledi n.羽毛初长的雏鸟；刚会飞的幼鸟；无经验的人 v.变得羽毛饱满fledge的ing形式,3.tablet:tblit n.碑；药片；写字板；小块,Tablet PC 平板计算机,data tablet 数据输入板plotting tablet,标图板,4.set ones sight on:志在.,企图,5.whopping:hwpi adj.巨大的；天大的 adv.非常地；异常地 v.猛打；抽出,whop hwp vi.打；抽出；征服 vt.打；抽出；征服；使突然摔倒 n.重击；打击声；突然摔倒,whopping price 天价,6.trigger:tri vt.引发，引起；触发 vi.松开扳柄 n.扳机；触发器；制滑机,trigger off 引起；激起,There are some food that trigger off a headache or migraine attack and some that dont.,有些食物会引起头痛或偏头痛，有些食品那么不会引起。,7.frenzy:frenzi n.狂暴；狂怒；暴怒.vt.使发狂；使狂怒,frenzied frenzi:d adj.疯狂的；狂乱的；激怒的 v.使狂乱frenzy的过去式,Zeal without knowledge is frenzy.,没有知识的热情是狂热。,8.bewildering:biwildri adj.使人困惑的；令人产生混乱的 v.使迷惑bewilder的ing形式,I have just cleared up a bewildering welter of data saved in my computer.我刚整理了保存在我电脑里的很难处理的杂乱无章的数据。,9.gadget:dit n.小玩意；小器具；小配件；诡计,10.tout:taut vt.兜售；招徕；刺探赛马情报 vi.兜售；招徕顾客；拉选票 n.侦查者；兜售者,We should tout our wares on television.我们应该在电视上兜售商品。,11.capitalize:kpitlaiz vt.使资本化；以大写字母写；估计的价值 vi.利用；积累资本,capitalize on 利用,Advertisements,TV shows,movies,and books all capitalize on the image.广告、电视节目、电影和书籍都在为这个形象投资。,Everyone should capitalize on his opportunity.每个人都应当利用时机。,12.warrior:wri,w:-n.战士，勇士；鼓吹战争的人,13.jamboree:,dmbri:n.少年团体大会；欢乐的聚会,14.out-of-the-box:创造性地；立即可用的；内存缺乏,out of the blue 突然地；意外地,out of the money 赌输;未到价,15.salivate:sliveit vt.使流涎；使过量分泌唾液 vi.分泌唾液；流口水分泌唾液 salivate salivation,16.Wi-Fi:abbr.无线保真技术wireless fidelity；无线上网技术,17.churn out:艰苦地做出；大量炮制,He has been churning out detective stories for more than ten years.十多年来，他一直在大量粗制滥造侦探小说。,And myriad companies churn out the fake Gillettes and Rolexes sold on street corners.,还有无数厂家大量仿制吉列剃须刀和劳力士手表，并在街头贩卖。,18.app:p abbr.应用Application；穿甲试验Armor Piercing Proof,19.anaemic:ni:mik adj.贫血的，患贫血症的；无活力的,20.predecessor:pri:dises,pre-n.前任，前辈,Test yourself,1.Yet with the economic boom,people there started getting and feeling richer,pulling money out of low interest rate deposits and throwing it into the,stock markets.,2.Wa