1、Unit NineText AText B能力分析訓(xùn)練Text A Increasingly, companies are classifying customers into groups and creating targeted messages for each group. The sizes of these targeted groups can be smaller when companies are using the Web in some cases, just one customer at a time can be targeted. New research i

2、nto the behavior of Web site visitors has even suggested ways in which Web sites can respond to visitors who arrive at a site with different needs at different times. Most companies use the term “marketing mix” to describe the combination of elements that they use to achieve their goals for selling

3、and promoting their products and services. A companys marketing strategy is an important tool that works with its Web presence to get the companys message across to both its current and prospective customers. Most marketing classes organize the essential issues of marketing into the four Ps of marke

4、ting: product, price, promotion, and place. Product is the physical item or service that a company is selling. The price element of the marketing mix is the amount the customer pays for the product. In recent years, marketing experts have argued that companies should think of price in a broader sens

5、e, that is , the total of all financial costs that the customer pays to obtain the product. Promotion includes any means of spreading the word about the product. On the Internet, new possibilities abound for communicating with existing and potential customers. The issue of place (also called distrib

6、ution) is the need to have products or services available in many different locations. The problem of getting the right products to the right places at the best time to sell them has plagued companies since commerce began. You have learned about the importance of a companys Web presence and how this

7、 presence must integrate with the brand or other established images the company uses in its promotional activities. Most companies offer a variety of products that appeal to different groups. When creating a marketing strategy, managers must consider both the nature of their products and the nature

8、of their potential customers.1Product-based Marketing Strategies You have learned that the Web creates an environment that allows buyers and sellers to engage in complex communications modes. The communication structures on the Web can become much more complex than those in traditional mass media ou

9、tlets such as broadcast and print advertising. 2Customer-based Marketing Strategies When a company takes its business to the Web, it can create a Web site that is flexible enough to meet the needs of many different users. Instead of thinking of their Web sites as collections of precuts, companies ca

10、n build their sites to meet the specific needs of various types of customers.Notes 1New research into the behavior of Web site visitors has even suggested ways in which Web sites can respond to visitors who arrive at a site with different needs at different times. 這里的in which Web sites can respond t

11、o visitors who arrive at a site with different needs at different times是一個定語從句，修飾先行詞ways，但是該定語從句中又嵌套了另一個定語從句，即who arrive at a site with different needs at different times，修飾先行詞visitors。 本句譯為：網(wǎng)站訪客行為的最新研究甚至提出方法幫助網(wǎng)站響應(yīng)訪問時間和需求不同的訪問者。 2These Web-based opportunities are helping companies find new ways to c

12、reate increased customer value. 這里的increased是個過去分詞，放在名詞前起修飾作用，相當(dāng)于形容詞。 一般分詞可以分為現(xiàn)在分詞（doing）和過去分詞（done）都可以放在名詞前起修飾作用。 例如：an existing problem 存在的問題；delivered products 被投送的產(chǎn)品 本句譯為：這些基于網(wǎng)絡(luò)的機會正在幫助公司發(fā)現(xiàn)新的增加客戶價值的方法。 3Companies are using the Internet to engage in meaningful dialogs with their customers using E-

13、mail and other means. 這里的engage in是“從事于，參加”，using E-mail and other means是現(xiàn)在分詞短語，一般分詞短語分為現(xiàn)在分詞短語和過去分詞短語，放在名詞后面做修飾或補充說明等。 本句譯為：公司正在使用因特網(wǎng)、電子郵件及其他的方法與客戶進行有意義的對話。 4The problem of getting the right products to the right places at the best time to sell them has plagued companies since commerce began. 這里的主語是

14、the problem of getting the right products to the right places at the best time to sell them，結(jié)構(gòu)比較復(fù)雜。 本句譯為：自從商業(yè)出現(xiàn)之日起，公司一直在苦惱如何在最佳的時間把正確的產(chǎn)品送到正確的地方進行銷售。 5Companies that sell products that must be shipped have found that the Internet gives them much better shipment tracking and control than did previous

15、information technologies. 這里的that sell products that must be shipped是定語從句修飾主語companies，其中又嵌套了另一個定語從句that must be shipped修飾先行詞products，此外that the Internet gives them much better shipment tracking and control than did previous information technologies作謂語have found的賓語從句。 本句譯為：從事產(chǎn)品銷售的公司應(yīng)當(dāng)已經(jīng)發(fā)現(xiàn)，相對于早先的信息技術(shù)

16、因特網(wǎng)給予它們更好的產(chǎn)品追蹤和控制能力。 6You have learned about the importance of a companys Web presence and how this presence must integrate with the brand or other established images the company uses in its promotional activities. 這里the importance of a companys Web presence和how this presence must integrate with the

17、 brand or other established images the company uses in its promotional activities都是謂語have learned about的賓語，兩者是并列的關(guān)系。 而在the company uses in its promotional activities是定語從句，省略了關(guān)系代詞which/that，修飾先行詞other established images，從句型結(jié)構(gòu)來看，本句型是：主+謂+賓的形式。 本句譯為：現(xiàn)在，你已經(jīng)學(xué)習(xí)公司的網(wǎng)站的重要性，同時也應(yīng)該了解如何將它同公司的品牌或其他在推廣活動中建立的形象整合起來

18、使用。 7A company that sells to a different market, but that uses a similar product-based marketing strategy, is Sears. 這里的that sells to a different market和that uses a similar product-based marketing strategy是兩個并列關(guān)系的定語從句都修飾主語a company。 本句譯為：Sears是一家將產(chǎn)品出售到不同市場，但運用相似的以產(chǎn)品為基礎(chǔ)的營銷策略的公司。 8A good first step in

19、 building a customer-based marketing strategy is to identify groups of customers who share common characteristics. 這里的to identify groups of customers who share common characteristics不定式短語作句子的表語。例如： Our purpose is to master a foreign language. 我們的目標(biāo)就是要掌握一門外語。 本句譯為：制定一個良好的基于客戶的營銷策略的第一步就是要甄別擁有共同特性的客戶 群

20、體。Text B1Amazons Competitive Structure Competition selling books online is growing rapidly, with companies aiming at niche markets (such as old books, technical books, childrens books, and price comparison). The global cyber book market is expected to grow to $1.1 billion by 2000. Consider the famou

21、s cyber-bookstore Amazon at . We can investigate the competition structure of the cyber book market by comparing the strength and weakness of Amazon with its competitors. For this purpose, Barnes & Noble is selected as a key competitor. Amazon is the largest cyber-bookstore in the world, with 50 per

22、cent of the cyber book market share. Amazon was opened in July 1995, and it sold $15.7 million in 1996. Its sales climbed to $600 million in 1998, with an astonishing monthly (not annual) growth rate of 34 percent. Amazon listed more than 10 million titles in its electronic catalog in spring 2000, a

23、lthough it actually keeps an inventory of only few thousand high-selling titles in its own warehouse. Amazon carries 23 categories of books that can be found by clicking “Browse books by subject” (visit Amazons home page). To assist in finding books, Amazon provides not only a subject directory but

24、also a keyword search engine, as most large electronic shopping malls do. In addition, Amazon provides information about bestsellers, related books for contextual selling, and critiques about many books in the “Hot This Week” corner. It takes about 3 to 7 business days to deliver in the United State

25、s, and 4 to 10 weeks abroad. Customers pay the shipping; for the standard U.S. domestic shipments, the charge is $3.00 per shipment plus $0.95 per book. After gaining a reputation as the cyber-bookstore, Amazon expanded its offerings to music, video, gifts and auction. Amazons case has demonstrated

26、a competitive structure of electronic retailers. We can understand the competitive structures of the electronic market from various angles. Electronic marketing can be classified as consumer-oriented (B2C) and business-oriented electronic marketing (B2B). Consumer-oriented electronic marketing is al

27、so growing offline, mainly using smart cards, although it is still experimental. 2Overview of Electronic Marketing Structure There are many common features between consumer-oriented and business-oriented marketing. Indeed, Amazons chief rival, Barnes & Noble, has opened a special division that cater

28、s only to business customers. Wal-Mart Online sells to both individuals and businesses. Dell sells their computers to both consumers and businesses. Under the seller-centered electronic mall architecture, there are only minor differences in dealing with individual consumers and businesses. At least

29、during the initial EC stage, established distributors like department stores and discount stores were not the major players in electronic retailing. The traditional distributors used their home pages and electronic catalogs to attract customers to the physical stores, although large distributors lik

30、e Wal-Mart and JC Penney take orders over the Internet as well. Therefore, we need to study the competition structure of electronic distributors, brokers, and online department stores. Initially, the main concern for electronic marketing involved securing technologies necessary to implement Internet

31、-based marketing, such as powerful search capability and secure electronic payment. However, today the main concern of management is shifting to how to utilize the opportunity of Internet-based marketing to enhance competitiveness in harmony with existing marketing channels. So we need to examine th

32、e use of the conceptually new electronic business models.Notes 1Competition selling books online is growing rapidly, with companies aiming at niche markets. 這里的grow 是個漸進的動詞，所以在時態(tài)上要用be doing的形式，其他類似的動詞有become, get, go等。例如： The weather is becoming colder and colder. 天氣越來越冷。 本句譯為：網(wǎng)上圖書銷售的競爭越來越激烈了，每個公司都在

33、市場中尋找縫隙市場。 2Managerial concern in this situation is who can be the most competitive eventually？ 這里的who can be the most competitive eventually作句子的表語，當(dāng)特殊疑問句成為句子的某一部分時（如：主語、表語、賓語），因該采用陳述句語序表示。例如： What he says is quite different from what he behaves. 他言行不一。 本句譯為：在這種情況下，管理者關(guān)心的是誰是最具競爭力的？ 3, business purch

34、ases do need more precise record keeping, tracking ability, accountability, and formal contracts. 這里business purchases do need more是強調(diào)句的使用。例如： The medicines really do work.藥物確實起作用了。 本句譯為：，企業(yè)購買確實需要更精確的記錄、跟蹤能為、說明能力及正式合同。ExercisesTrue or false 1The global cyber book market is expected to grow to $2.1 b

35、illion by 2000. 2Barnes & Noble is selected as a key competitor of Amazon. 3Amazon was opened in June 1994, and it sold $15.7 million in 1996. 4Amazon carries 25 categories of books that can be found by clicking “Browse books by subject”. 5Amazons customers pay the shipping; for the standard U.S. do

36、mestic shipments, the charge is $3.00 per shipment plus $0.95 per book. 6New competitors to both Amazon and Barnes & Noble are Best BookB. 7Wal-Mart Online only sells to individuals. 8If the E-mail takes responsibility for order fulfillment, it is an electronic distributorfor example, Amazon and JC

37、Penney Online. 9At least during the initial EC stage, established distributors like department stores and discount stores were the major players in electronic retailing. 10Today the main concern of management is shifting to how to utilize the opportunity of Internet-based marketing to enhance compet

38、itiveness in harmony with existing marketing channels. 1We can investigate the competition structure of the cyber book market by comparing the s and w of Amazon with its competitors. 2Amazon provides information about b , related books for c selling, and c about many books in the “Hot This Week” cor

39、ner.Put in the missing information based on the text 3After gaining a reputation as the cyber-bookstore, Amazon expanded its offerings to m , video, gifts and a . 4Electronic marketing can be classified as c -oriented (B2C) and b -oriented electronic marketing (B2B). 5However, with the high volume o

40、f transaction and large amount payments, business purchases do need more precise record k , t ability, a , and formal c . 6We can observe two types of electronic shipping malls: electronic d and electronic b (e-broker). 7Initially, the main concern for electronic marketing involved securing technolo

41、gies necessary to implement Internet-based m , such as powerful search c and secure electronic p .能力分析訓(xùn)練Skills of UnderstandingSkills of Translation Skills of Business E-mail Writing Skills of Oral Language in Working Condition Skills of Understanding閱讀理解題型介紹1主旨題 在做這類題時，我們首先要審讀主旨題的選擇項，因為它提供了主旨的可能線索，

42、同時注意選擇項之間的差別。然后采用略讀的方法。 首先通過瀏覽全文查看主題句。如有主題句，就可以將主題句與主旨題的選項進行查對。 如果某一選擇項也含有與主題句相同的信息，該項即為答案。 如無主題句，可在略讀過程中，注意全文主要是針對主旨題選擇項的哪一項來寫的，這樣可以幫助做出選擇。 在短文無主題句時，也可以暫時將主旨題擱在一邊。 等其他詢問題目做好后再考慮。 因為通過做詢問題對全篇要旨有所了解，再做就容易了。 常見的提問方式有： What is the main idea of the passage? Which is the best title of this passage? What

43、does the passage mainly discuss? Which of the following best summarize the passage? 這類題大體上有兩種情況。 一種是具體提問文中主要事實或特定細(xì)節(jié)；一種是正誤判斷，詢問事實的真實性或詢問文中是否提到某一事實。 應(yīng)該注意，這類問題往往不采用短文中的原句，而是用變換修辭的手法來提問的，如用同義詞、近義詞或是詞類短語的轉(zhuǎn)換、句型的轉(zhuǎn)換等方式提出問題。 在回答這類問題時，先明確問題的關(guān)鍵詞，然后用查讀的方法，一目數(shù)行地在有關(guān)段落中尋找與題目關(guān)鍵詞相關(guān)的詞句，其余的一略而過。2細(xì)節(jié)題 這類問題常以以下形式出現(xiàn)： Acco

44、rding to the passage, when (where, why, how, who, what, which, etc.).? Which of the following is (not) mentioned/true? 這類問題在文中找不到直接的答案，因此，必須在審題后，根據(jù)選擇項提供的幾種可能的判斷與推理細(xì)讀全文，反復(fù)思考，依據(jù)文中所述內(nèi)容的邏輯發(fā)展以及上下文關(guān)聯(lián)，進行分析、概括，以得出正確結(jié)論或推斷出字里行間隱含的意思。 常見的提問方式有： It can be inferred from the passage that . It can be concluded fro

45、m the passage that . We can see from the passage that .3判斷推理題 這里要提醒大家注意的是選擇項中詞或句子的表面意思不一定就是文章中的含義，如： A man in his best shape is the decade before age 25, his muscles are firmest to colds and infections and his body is most efficient in utilizing nutrients.4猜測詞義或句義題 Question: In line 2, the word “uti

46、lizing” should be best replaced by .（A） using （B） drawing on （C） operating （D） absorbing “utilizing”和“using”是近義詞，似乎答案是（A），但在文章中該詞的意思卻是“吸收”，答案應(yīng)為（D）。有時也回直接提問文章中某句的隱含之義，其提問方式主要有： What is implied in the sentence “”? It is implied in the sentence “.”. 這類問題主要檢測考生對文章作者的態(tài)度或觀點的把握程度，其提問方式大體如下： What is the aut

47、hors opinion? What does the author think of .? What is the authors attitude towards .? How does the author feel about.?5考查作者的態(tài)度和觀點Skills of Translation長句的翻譯 在各類英語文章中，往往由于連接詞、關(guān)系代詞、關(guān)系副詞、各種短語和各種從句等的存在，使句子結(jié)構(gòu)變得比較復(fù)雜，因而往往會造成句子較長。 翻譯長句時，首先要注意從語法上分析全句。 通過語言規(guī)律聯(lián)系起來的句子，總是要表達一定的意思。 通過語法分析，弄清長句中包含的幾層意思的聯(lián)系；同時要注意語法

48、在邏輯上的聯(lián)系。 原文句子結(jié)構(gòu)弄清楚了，就可根據(jù)具體情況運用有關(guān)翻譯技巧組織譯文句子。 當(dāng)英語長句的表達順序與漢語的表達習(xí)慣相同，按照動作的發(fā)生時間先后開展時，可以考慮按照原文的順序進行翻譯。例如： Third world countries export their mineral deposits and tropical agricultural products, which bring them desired foreign exchange. 第三世界國家出口礦物和熱帶農(nóng)作物，以換取所需的外匯。1順譯法/順序法 Of the guests, none except the Ame

49、rican notices this or sees the boy place a bowl of milk on the veranda just outside the open doors. 在座的客人除了那個美國人外都沒有注意到這個細(xì)節(jié)，也沒有看到那個男孩將一碗牛奶放在緊靠門邊的走廊上。 當(dāng)有的英語長句的表達順序與漢語表達習(xí)慣不太相同甚至完全相反時，可以考慮逆著原文的順序進行翻譯。 例如：New sources of energy must be found, and this will take time, but it is not likely to result in any

50、 situation that will restore that sense of cheap and plentiful energy we have had in the times past. 必須找到新的能源，這需要時間；而過去我們感覺到的那種能源價廉而且量多的情況將不大可能因此而再次出現(xiàn)。2逆序法/倒譯法 Insects would make it impossible for us to live in the world; they would devour all our crops and kill our flocks and herds, if it were not

51、for the protection we get from insect-eating animals. 如果沒有那些以昆蟲為食的動物保護我們，昆蟲會吞食我們所有的莊稼，并殺死我們的家禽、牲畜，使我們無法生存下去。 當(dāng)英語長句的主句與其從句或其修飾詞語之間的關(guān)系不是非常密切時，可以把從句或修飾詞語部分分解成很小的短句來進行翻譯。但是，在拆開長句翻譯時，中文應(yīng)加上“這”、“其”、“它們”之類的關(guān)聯(lián)詞，以使句子前后連貫，通暢自然。 3分譯法 例如：The Marathon was founded in honor of a Greek soldier who is supposed to hav

52、e run from Marathon to Athens, a distance of about 23 miles, to bring the new of his countrymens victory over the enemy. 馬拉松運動的創(chuàng)立是為紀(jì)念一位希臘士兵。 據(jù)說這位士兵為了把擊敗敵人的消息告訴同胞們，從馬拉松一直跑到雅典，共跑了23英里。 Its probably a good thing that sound cannot travel through a vacuum, for we are thus limited to earth-made sound. 聲音不

53、能通過真空傳播，這也許是一件好事，因為這樣我們就只能聽到地球上的聲音。 當(dāng)英語的長句不太適合按照上述某種方法進行翻譯時，可以綜合上述幾種方法，按照英語句子的結(jié)構(gòu)和漢語句子的表達習(xí)慣，把幾種長句的翻譯技巧巧妙得當(dāng)?shù)佤酆显谝黄稹＠纾?In most societies of the world, marriage is an important way to strengthen the main family line by uniting it with another family of the same social, economic, or religious background.

54、 世界上大多數(shù)社會里，婚姻是通過與另一個具有相同社會、經(jīng)濟或宗教背景的家庭的聯(lián)姻，來加強家族世系的一種重要途徑。4綜合法/合成法 One of the basic reasons for this wide difference is that in the United States we use space as a way of classifying people and activities, whereas in England it is the social system that determines who you are. 這一重大差別產(chǎn)生的基本原因之一就在于，在美國，我

55、們是以空間區(qū)分人們的身份和行為的；而在英國，決定一個人身份的是社會等級制度。按要求將下列句子譯成漢語。 1And he knew how ashamed he would have been if she had known his mother and the kind of place in which he was born, and the kind of people among whom he was born. （倒譯法）Exercises of Such Skill 2Manufacturing processes may be classified as unit produ

56、ction with small quantities being made and mass production with large numbers of identical parts being produced. （分譯法） 3It was a great relief for Annie to be without him for a while each day, and she found new enjoyment in her life as a housewife, the life she had always wanted since she was a littl

57、e girl in a rough, over-crowded home.（綜合法/合成法） 4As more people learn what the important events of the day are, fewer are still concerned exclusively with the events of their own household.（順譯法）Skills of Business E-mail Writing顧客意見反饋信 Sometimes we need to write E-mails to shops about problems with th

58、eir products. Please read the following sample E-mails, and write an E-mail by yourself. 某些時候我們需要給商家寫E-mail反映產(chǎn)品問題。 閱讀下面的E-mail范文，并給自己寫一封E-mail。From: CandyTo: customerserviceCC:BCC:Subject: Problems with our new fax machine.Date: May 28, 2009AA letter of complaint 顧客意見反饋信Dear Future Business, Last week we purchased a fax machine from your company. The problem is that our fax machine always pulls more than one sheet of paper. Weve tried every means youve suggested, but nothing has worked. Since we are not experts on fax mac