商务英语综合教程Unit课件

U2,Activation,Activation _main,2,3,1,3,3,Do You Know These Sites?,Word Meaning Guess,Theme of the Unit,Activation,Activation _1.1,Ma Yun is thinking about these. What about you?,Internet,e-business,consumerism,Activation,Activation _1.2,Boom,Traffic,Portfolio,Whim,Do you know these words? Guess their meanings through the corresponding pictures.,Activation,Activation _1.3,Do you know these web sites? How can you make use of them?,Activation,Activation _1.4,Buzzlogic,is an online advertiser. Buzz means what people are excitedly talking about. Obviously,Buzzlogic,aims to find logic in peoples online conversations,track popular topics, help its clients make advertisements and influence potential consumers buying behavior.,Activation,Activation _1.5,The internet can be regarded as the thickest and an ever-growing book that you can ever lay your hand on. Find it really a hassle to organize and memorize what you read online?,delicious,is one of your handiest tools. It is an social bookmarking service which makes your online reading experience tasty and delicious.,Activation,Activation _1.6,Sure,Salesforce,is to boost your sales, but what is the cloud in the logo for?,Salesforce,offers CRM (Customer Relationship Management) solutions. However, it does not provide you with an expensive and mysterious software and keep pestering you to update and maintain it. All is done online. This is the so-called cloud service.,Detailed Reading,Text I_ warm up1,Warm-up,Background,The Internet is rapidly evolving from a channel for content distribution to a platform for activity collaboration, publishing, sharing and innovation. It has currently undergone a comprehensive software upgrade, representing several initiatives collectively known as Web 2.0. Simplicity and convenience are driving the rapid adoption of Web 2.0. In 2005 I started reading the blog of the CEO of Sun Microsystems, Jonathan Schwartz. At that time he said, Simplicity changes the world. Convenience is a force multiplier.,Kathleen Gilroy,TEXT I,Text I_ warm up2,Detailed Reading,Warm-up,Background,Questions for Discussion:,1. What do you think the Internet brings to humankind: convenience or trouble? Why?,2. Have you ever heard of Web 2.0? What are the main features of it?,I think the Internet brings more trouble. I used to fill only a paper form to finish registration. Now, I have to fill two forms, one online, one in paper.,Web 2.0 is described as the second generation of the Internet. It features information sharing, user-centered design and collaboration online.,TEXT I,Text I_ warm up3,Detailed Reading,Warm-up,Background,3. Do you know any other expressions to represent different versions of a website, a software or a service?,The most commonly seen representation of versions is number, for example: Web 2.0, KMPlayer 2.9.4.1435, etc. However, there are other expressions, like G for generation in 3G and Beta for trial version in Google Chrome (BETA). There are tons of such jargons to represent the different versions of software and websites. You may explore them yourself online.,TEXT I,Text I_,BG_ main,Detailed Reading,Warm-up,Background,2,3,1,What Is Google AdWords?,About the Author,TEXT I,Text I_,BG_1,Detailed Reading,Warm-up,Background,About the Author Denise J. Deveau,Denise J. Deveau is an established freelance writer in the North American business and technology sectors. She has more than two decades of communications experience, so she could capably handle a wide variety of writing, research and publication work in such fields as high technology, finance, retail, education, industrial, and consumerism. Her articles could be frequently seen in newspapers, magazines, corporate brochures, press releases and newsletters.,TEXT I,Text I_,BG_2.1,Detailed Reading,Warm-up,Background,What is Google AdWords?,With Google AdWords, you can create and run ads for your business, quickly and simply. Run your ads on Google and its advertising network no matter what your budget, youll only pay when people click your ads.,AdWords ads are displayed along with search results when someone searches Google using one of your keywords. Ads appear under Sponsored links in the side column of a search page. That way, youll be advertising to an audience thats already interested in your business.,Do you know anything about Google AdWords? What is it and how can you benefit from it?,TEXT I,Text I_,BG_2.2,Detailed Reading,Warm-up,Background,This is where your ads appear.,TEXT I,Make your ads Add keywords Your Ads appear beside the keyword search results Potential consumers click your ads,Text I_,BG_3.1,Detailed Reading,Warm-up,Background,TEXT I,To launch Google AdWords service, you have to pay an activation fee of only,￥,50.00. Furthermore, every click on your ad costs you,￥,0.08 (as of 2010). The price sounds acceptable, right?,Text I_ DR_1,Detailed Reading,Warm-up,Background,TEXT I,Where There,s a Web, Theres a Way:,A Business Guide to Getting Social,Denise J. Deveau,Kathleen Gilroy, cofounder of Swift Media Networks in Boston, eats, lives and breathes Web 2.0.,Not only is her latest business,venture,focused on Web 2.0 services for conferences, but she,s also used just about every Web-based tool there is to run her own various,startups,. With five full-time staff members, she has become a,well-seasoned,user of blogs, wikis,collaboration,tools and just about any other free or low-cost service she can make use of.,Text I_ DR_2,Detailed Reading,Warm-up,Background,TEXT I,Whats interesting about Web 2.0 is that it gives you,access,to markets a small-business owner couldnt normally reach, Gilroy told the,E-Commerce Times,.,Right now, her application portfolio includes:,A wiki to,coordinate,efforts between programmers in Boston, Idaho and the Ukraine;,Basecamp, a Web-based project management tools (about US$40 a month);,Highrise to track contacts and activities (much like a small business version of S); and,A collection of Google (Nasdaq: GOOG) tools (e.g. Google Docs spreadsheets, Google Notebook for blogging,Google AdWords,for keyword searches, etc.).,Text I_ DR_3,Detailed Reading,Warm-up,Background,TEXT I,On occasion she even touches base with people through Facebook and LinkedIn; and shes a fan of,the likes of,Twitter microblogging and del.icio.us social bookmarking service.,Blogs for Dogs,Gilroy has also applied her Web 2.0 thinking to help out a friend whose dog breeding business,went downhill,when some more tech savvy competitors made their names known.,All it took was setting up a blog and registering the right keywords with Google AdWords, and business was soon booming again.,Text I_ DR_4,Detailed Reading,Warm-up,Background,TEXT I,The tactic, according to Gilroy, was not about simply setting up a blog on a,whim,.,Any small-business owner can use a blog as an online marketing tool, but its more effective to combine it with Google AdWords to drive traffic. A lot of professionals are also combining Google AdWords with online scheduling services and seeing an enormous increase in profits.,It pays to,be specific. Its easy to start a blog, but its another to create an environment thats engaging enough to be an impactful part of your business, confirmed Bill Rielly, SMB Marketing Director for Microsoft (Nasdaq: MSFT). Your efforts must be driven by core business needs and tightly,aligning,them with specific tactics.,Text I_ DR_5,Detailed Reading,Warm-up,Background,TEXT I,Little Fish in a Big Pond,Web 2.0, according to Rielly, has actually put small businesses at a decided advantage when it comes to reaching out and touching potential customers. ,Theyve taken the drivers seat,by becoming the early adopters, he told the,E-Commerce Times,. Thats because Web 2.0 enables them to achieve a scale at an affordable price, which was never possible before.,Microsoft Office Live Small Business tools launched this past February, for example, enable companies to get on the Web; generate branded e-mails; execute e-mail campaigns; create blogs, wikis and discussion forums; and market over the Internet through banner ads. Basic services are free of charge.,Text I_ DR_6,Detailed Reading,Warm-up,Background,TEXT I,Keeping Your Eye on the Prize,However, with a potential market of millions of consumers, the key to any Web 2.0 outreach is getting a handle on your goals and your real audience. There are some additional types of on-demand Web-based services that can help small businesses,capitalize on,the power of word-of-mouth referrals.,If influential blogs in your particular market are where you want to invest your limited marketing dollars, services like San Francisco-based BuzzLogic can help find the right influencers in the blogosphere for targeted outreach or advertising campaigns. As CEO Rob Crumpler explained, If you can identify and reach out to influencers on a,one-on-one basis, it can be very fruitful. With 100 million consumers actively reaching blogs, businesses need to know the right place to get to the right audience with the right message at the right time.,Text I_ DR_7,Detailed Reading,Warm-up,Background,TEXT I,When targeting the blogosphere, he recommends that business first define their topic areas of interest and identify the key influencers in those areas.,The next step is to understand the audiences. Once youve done your flight planning, then you can start doing outreach, Crumpler told the,E-Commerce Times,.,A Brave New World,Whatever the market of choice, at the heart of Web 2.0 is the fact that it helps companies build communities, John Kembel, CEO HiveLive in Boulder, Colo., an on-demand platform for building online communities, told the,E-Commerce Times,. You can,tap into,customers. You can compete and innovate efficiently and effectively. You can integrate blogs, forums, wikis and RSS feeds to support activities that are unique to your products and ideas.,Text I_ DR_8,Detailed Reading,Warm-up,Background,TEXT I,Even at this point, small businesses have barely scratched the surface of what Web 2.0 has to offer, Microsofts Rielly said. Delivery cycles are getting short, and were seeing a lot more tools and content for small business. Thats the exciting part.,Were only in the first innings in terms of small businesses engaging in this stuff.,Text I_ DR_9,Detailed Reading,Warm-up,Background,TEXT I,Where There,s a Web, There,s a Way,Do you know an aphorism which is quite similar with the sentence? What rhetorical device is used here?,Yes. It,s,Where there,s a will, there,s a way. (有志者，事竟成。),Here, the title is a parody of the aphorism. This rhetorical device is widely used nowadays, especially in advertising. For example, Mitsubishi, Japan,s mobile company, has an ad,Not all cars are created equal.,which is a parody of a famous line from the,Declaration of Independence,All men are created equal.,Text I_ DR_10,Detailed Reading,Warm-up,Background,TEXT I,Not only is her latest business venture focused on Web 2.0 services for conferences, but shes also used just about every Web-based tool there is to run her own various startups.,Why is this sentence in inverted order?,Because this sentence begins with,not only,which conveys negative meaning. Similar cases can be seen in sentences with,nor,neither,hardly,as their beginnings.,Text I_ DR_ S_ Perhaps ,Detailed Reading,Warm-up,Background,TEXT I,With five full-time staff members, she has become a,well-seasoned user,of blogs, wikis, collaboration tools and just about any other free or low-cost service she can make use of.,Paraphrase the sentence. Pay attention to the italicized part.,With only five full-time employees she could well manage the whole business by integrating online tools and utilizing free or low cost services.,Text I_ DR_ S_,in Britain,1,Detailed Reading,Warm-up,Background,TEXT I,Gilroy has also applied her Web 2.0 thinking to help out a friend whose dog breeding business went downhill when some more,tech savvy competitors,made their names known.,Paraphrase the sentence. Pay attention to the italicized part.,Gilroy also helped one of her friends who knew little about using online utilities to advertise her dog breeding business while her friend,s competitors obviously knew how to do it.,Text I_ DR_ S_,in Britain,2,Detailed Reading,Warm-up,Background,TEXT I,Paraphrase the sentence. Pay attention to the italicized part.,The tactic, according to Gilroy, was not about simply setting up a blog,on a whim,.,Gilroy does not take setting up a blog as the result of a sudden, random choice.,Text I_ DR_ S_,in Britain,3,Detailed Reading,Warm-up,Background,TEXT I,They,ve taken the drivers seat,by becoming the early adopters.,Paraphrase the sentence. Pay attention to the italicized part.,They have taken a prestigious position in the market because they were quick to learn new ideas.,Text I_ DR_ S_,in Britain,4,Detailed Reading,Warm-up,Background,TEXT I,Were only,in the first innings,in terms of small businesses engaging in this stuff.,Paraphrase the sentence. Pay attention to the italicized part.,We are just beginning in finding out more online utilities to facilitate operation of small business.,Text I_ DR_ S_,in Britain,5,Detailed Reading,Warm-up,Background,TEXT I,When,targeting,the blogosphere, he recommends that business first,define their topic areas of interest,and identify the key influencers in those areas.,Paraphrase the sentence. Pay attention to the italicized part.,If the business owner plans to set up a blog, he suggests that the owner do some research beforehand. First the owner should have a clear concept of his or her topic area and then he or she is to find out those bloggers who have great influence in that area.,Text I_ DR_ S_ Many armed,Detailed Reading,Warm-up,Background,TEXT I,venture:,n.,a business project or activity, especially one that involves taking risks,These foreigners have put forward a proposal for a joint venture.,venture:,v.,to expose to danger or risk; to brave the dangers of,Venture a small fish to catch a great one.,谚欲钓大鱼，先舍小鱼。,Text I_ DR_ S_ The New York,Detailed Reading,Warm-up,Background,TEXT I,startup:,n,.,a business or an undertaking that has recently begun operation,During the last two decades, many IT companies grew from tiny startups into multimillion corporations.,n.b.,Theres an anagram (,变形词,) for startup. Do you know what it is and what does it mean?,The anagram of,startup,is,upstart, which means a person of humble origin who gets rich quickly, equivalent to,暴发户,in Chinese.,Text I_ DR_ S_ It is certainly1,Detailed Reading,Warm-up,Background,TEXT I,well-seasoned:,a.,having a lot of experience; skilled or knowledgeable through long practice,As a well-seasoned politician, Laird did not believe in fighting losing battles.,Eric is a well-seasoned lawyer,through years practice in courts.,n.b.,Do you know any other words or phrases having the similar meaning?,seasoned, experienced, versed, veteran, practiced; old hand; knowing the rope ,Text I_ DR_ S_ It is certainly2,Detailed Reading,Warm-up,Background,TEXT I,He constructed a theory in collaboration with his colleagues.,The project has involved collaboration with the geography department.,collaboration:,n.,(in with; between / with),the act of working together,v.,collaborate,a.,collaborated,n.b.,Can you guess the meaning through the word itself?,col- labor -ation,together effort noun,the act of putting efforts together,Text I_ DR_ S_ The modern,Detailed Reading,Warm-up,Background,TEXT I,access:,n,.,( to),1. means of approaching or entering (a place); way in,The village is easy / difficult of access.,2. opportunity or right to use sth or approach sb,Students must have access to a good library.,n.b.,Try to translate the following phrases with access.,拥有,的权利,have access to,gain / get access to ,seek access to ,deny / refuse (sb) access to ,allow / grant (sb) access to .,获得,的权利,谋求,的权利,拒绝给予（某人）,的权利,赋予（某人）,的权利,Text I_ DR_ W_ entrepreneur,Detailed Reading,Warm-up,Background,TEXT I,coordinate:,v,.,( sth with sth),to cause to function together efficiently,You have to coordinate your movements when swimming.,We must coordinate our efforts to help the flood victims.,n.,coordination,Text I_ DR_ W_ discriminate,Detailed Reading,Warm-up,Background,TEXT I,the likes of sb/sth:,(infml) a similar person or thing,Hes a bit of a snob and wont speak to the likes of me.,他有点势利，不会和我这样的人说话。,Text I_ DR_ W_ apprentice,Detailed Reading,Warm-up,Background,TEXT I,go downhill:,to get worse,This part of the town used to be fashionable, but its starting to go downhill.,该市这一地区一度很繁华，如今已江河日下。,go uphill,Text I_ DR_ W_ connotation,Detailed Reading,Warm-up,Background,TEXT I,市况,上扬,下挫,The market,转趋,坚俏,坚挺,复苏,反弹,重振,恢复,hardens,rebounds.,rallies.,疲软,崩溃,波动,下滑,停滞,走低,trends downward.,is on the down grade.,n.b.,Try to translate the following phrases with access.,advances/gains/rises/ picks up.,declines/falls/loses/sags.,stiffens.,revives.,relaxes.,collapses.,fluctuates.,regains.,becomes,dull.,Text I_ DR_ W_ recruitment,Detailed Reading,Warm-up,Background,TEXT I,whim:,n.,(at sbs ; on a ),sudden desire or idea, esp. an unusual or unreasonable one; caprice,Youre not allowed to change the rules of the game at whim.,He bought the jacket on a whim, having seen it by chance in a shop window.,They seem ready to indulge his every whim.,他们简直惯着他随心所欲。,a.,whimsical,Text I_ DR_ W_ consultant,Detailed Reading,Warm-up,Background,TEXT I,It pays to .:,It is profitable or worthwhile to .,It pays to tell the truth.,Aesop,说实话有好处,/,不吃亏,/,是合算的,/,划得来。,Text I_ DR_ W_ academia,Detailed Reading,Warm-up,Background,TEXT I,align:,v.,( sth with sth),to bring sth into proper or desirable relationship, correlation or orientation,The players in a relay race team must align themselves with each other.,Syn.,coordinate,Text I_ DR_ W_ ultra-grooming,Detailed Reading,Warm-up,Background,TEXT I,capitalize on:,to use sth to ones own advantage; profit from,Ecuador has capitalized on its natural beauty to attract tourism.,Text I_ DR_ W_ pro-beard,Detailed Reading,Warm-up,Background,TEXT I,on a . basis:,If sth is done on a particular basis, it is done according to that method, system, or principle.,Were going to be meeting there on a regular basis.,They want all groups to be treated on an equal basis.,The tea is prepared on a rota basis by the lady members.,Text I_ DR_ W_ ultra-grooming,Detailed Reading,Warm-up,Background,TEXT I,tap into:,to take advantage of,Electronic networks enable micro businesses to tap into the global reservoirs of information, expertise and financing that used to be available only to large companies.,Background,Listening,Detailed Reading,Text II_ BG_ main,2,3,1,3,3,What does the Chinese gold farmer do in WOW?,What is Second Life?,What does Wild West stories of fortune refer to?,4,3,5,What is a level 20 character?,What does HotorNot offer on its site?,6,3,7,What is opportunity cost,？,Have you visited,RockYou,?,8,Who is Second Lifes first real estate millionaire?,TEXT II,Background,Listening,Detailed Reading,Text II_ BG_1,What does Wild West stories of fortune refer to?,The Wild West refers to the region west of the Mississippi or the Appalachian Mountains. It also refers to the period after the American Civil War when the US federal government greatly expanded its powers and pushed its frontier westward. This part of the US history is noted for battles, lawlessness, and adve