商務(wù)英語(yǔ)讀寫教程3

前言

　　伴隨經(jīng)濟(jì)全球化和我國(guó)經(jīng)濟(jì)國(guó)際化的進(jìn)程，國(guó)內(nèi)外大中型企業(yè)、跨國(guó)公司等對(duì)既懂商務(wù)又會(huì)英語(yǔ)的復(fù)合型人才的需求與日俱增，這也促進(jìn)了我國(guó)高等教育商務(wù)英語(yǔ)專業(yè)的快速發(fā)展。目前，全國(guó)有700多所高等院校開(kāi)設(shè)了外貿(mào)英語(yǔ)、商務(wù)英語(yǔ)等課程，工商管理、金融等商科專業(yè)也都開(kāi)設(shè)了以商務(wù)為核心內(nèi)容的英語(yǔ)課程，部分院校甚至設(shè)立了商務(wù)英語(yǔ)專業(yè)。近幾年來(lái)，全國(guó)性的商務(wù)英語(yǔ)教學(xué)、學(xué)術(shù)研討會(huì)頻頻召開(kāi)。我國(guó)國(guó)際商務(wù)快速發(fā)展及人才市場(chǎng)對(duì)商務(wù)英語(yǔ)人才的強(qiáng)勁需求、外語(yǔ)就業(yè)市場(chǎng)人才多元化推動(dòng)了英語(yǔ)專業(yè)教學(xué)改革和教材的建設(shè)，各院校都迫切需要一套能體現(xiàn)商務(wù)特色與人才培養(yǎng)規(guī)格相適應(yīng)的新教材，以改變英語(yǔ)教材與人才培養(yǎng)和需求不相適應(yīng)的狀況?！　∩虅?wù)英語(yǔ)屬于專門用途英語(yǔ)，國(guó)外大學(xué)多將其歸為ESP（English for Special Parposes）。目前，我們國(guó)內(nèi)這樣系統(tǒng)的專業(yè)教材并不很多。王正元教授領(lǐng)銜總主編、由全國(guó)20余所大學(xué)40余名英語(yǔ)教授、副教授、講師歷時(shí)兩年多編寫的這套“新時(shí)代大學(xué)商務(wù)英語(yǔ)系列教材”的出版是我國(guó)高等教育商務(wù)英語(yǔ)教材建設(shè)的一個(gè)新成果?！　∵@套教材共14本，包括讀寫、視聽(tīng)說(shuō)、寫作、口譯，涵蓋了商務(wù)英語(yǔ)的基本主體課程，編著者基于“商務(wù)知識(shí)+英語(yǔ)能力=核心競(jìng)爭(zhēng)力”的編寫理念，力求在企業(yè)戰(zhàn)略、市場(chǎng)營(yíng)銷、人力資源、企業(yè)文化、經(jīng)營(yíng)運(yùn)作等商務(wù)語(yǔ)境中培養(yǎng)學(xué)生的英語(yǔ)交際能力。商務(wù)知識(shí)與英語(yǔ)能力相結(jié)合、商務(wù)語(yǔ)境與語(yǔ)言活動(dòng)相結(jié)合、能力培養(yǎng)與就業(yè)需求相結(jié)合的編寫思路使這套教材商務(wù)內(nèi)容豐富，英語(yǔ)操練有的放矢，凸顯了人才培養(yǎng)規(guī)格，給這套教材帶來(lái)了亮點(diǎn)。　　這套教材在內(nèi)容安排上注重了語(yǔ)言的體驗(yàn)觀、語(yǔ)用觀，體現(xiàn)了商務(wù)英語(yǔ)的科學(xué)性、系統(tǒng)性、實(shí)用性及任務(wù)型教學(xué)法。這是一套適合高等院校商務(wù)英語(yǔ)專業(yè)和商科英語(yǔ)課程使用的教材。　　同傳統(tǒng)的英語(yǔ)語(yǔ)言文學(xué)比較起來(lái)，商務(wù)英語(yǔ)是我們這個(gè)時(shí)代經(jīng)濟(jì)發(fā)展催生的新事物，它必將在市場(chǎng)經(jīng)濟(jì)的強(qiáng)勁需求中茁壯成長(zhǎng)。為更好地培養(yǎng)復(fù)合型人才，英語(yǔ)教材的建設(shè)任務(wù)是繁重的。這套教材需要在使用中逐步完善提高，以滿足我國(guó)對(duì)外經(jīng)濟(jì)貿(mào)易、國(guó)際商務(wù)活動(dòng)對(duì)英語(yǔ)人才的需要?！　?duì)外經(jīng)濟(jì)貿(mào)易大學(xué)副校長(zhǎng)博士生導(dǎo)師 徐子健

內(nèi)容概要

　　《商務(wù)英語(yǔ)讀寫教程3》是新時(shí)代大學(xué)商務(wù)英語(yǔ)系列教材中的一冊(cè)，這套教材共14本，包括讀寫、視聽(tīng)說(shuō)、寫作、口譯，涵蓋了商務(wù)英語(yǔ)的基本主體課程，編著者基于“商務(wù)知識(shí)+英語(yǔ)能力=核心競(jìng)爭(zhēng)力”的編寫理念，力求在企業(yè)戰(zhàn)略、市場(chǎng)營(yíng)銷、人力資源、企業(yè)文化、經(jīng)營(yíng)運(yùn)作等商務(wù)語(yǔ)境中培養(yǎng)學(xué)生的英語(yǔ)交際能力。商務(wù)知識(shí)與英語(yǔ)能力相結(jié)合、商務(wù)語(yǔ)境與語(yǔ)言活動(dòng)相結(jié)合、能力培養(yǎng)與就業(yè)需求相結(jié)合的編寫思路使這套教材商務(wù)內(nèi)容豐富，英語(yǔ)操練有的放矢，凸顯了人才培養(yǎng)規(guī)格，給這套教材帶來(lái)了亮點(diǎn)。

書(shū)籍目錄

前言Unit 1 Introduction to Marketing0bjectives ListeningReadingVocabulary Drills Grammar FoCUSSpeaking SkillsTranslation DfillsWriting Drills Unit 2 Customer BehaviorObjectivesListeningReadingtVocabulary DrillsGranllTlar FOCUSSpeaking SkillsTranslation DrillsWriting Drills Unit 3 Target MarketingObjectivesListeningReadingVocabulary DrillsGramlTlar FoellsSpeaking SkillsTtanslation DrillsWritingDrillsUnit 4 Branding0biectivesListening ReadingVocabulary DrillsGrammar FocusSpeaking Skills_Translation DrillsWriting Drills Unit 5 Pricing0biectivesListening ReadingVocabulary DrillsGrammar FocusSpeaking SkillsTranslation DrillsWriting Drills Unit 6 AdvertisingObjectivesListeningReadingVOCabulary DriUsGrammar FoCUSSpeaking SkillsTranslation DrillsWriting DrillsUnit 7 Marketing EnvironmentObectives ListeningReadingVocabulary Drills Glammar FocusSpeaking SkillsTranslation DnrlsWriting DrillsUnit 8 Business StrategiesObjectivesListeningReading VOCabulary Drills Grammar FoCUSSpeaking SkillsTranslation Drills Writing DrillsUnit 9 Competitive AdvantageObjectives ListeningReadingVocabulary DrillsGrammar FoCUSSpeaking SkillsTranslation Drils Writing Drillsunit 10 Strategic AllianceObjectivesListeningReadingVocabulary Drills Grammar FoCUSSpeaking SkillsTranslation Drills Wriring DrillsUnit 11 Merger and Acquisition0bjectives ListeningReading Vocabulary Drills Grammar FocusSpeaking SkillsTranslation DrillsWring DrillsUnit 12 LOcalization0bjectives ListeningReadingVocabulary DriUs Grammar FocusSpeaking SkillsTranslation Drills Writing DrillsUnit 13 GlobaIizationObiectives ListeningReadingVocabulary DrillsGrarlllnar FoCUSSpeaking SkillsTranslation Drills Writing DrillsUnit 14 Technology and Digital RevolutionObjectives ListeningReadingVocabulary Drills Grammar FoCUSSpeaking SkillsTranslation Drills Wring DrillsUnit 15 Management GurusObjectives ListeningReading Vocabulary Drills Grammar FocusSpeaking Skills_Translation DrillsWriting DrillsUnit 16 Legendary CEOs0bjectivesListeningReading Vocabulary Drills Grammar FocasSpeaking SkillsTranslation Dmls Writing DrillsAppendix 1 Transcripts for ListeningAppendix 2 Answer Keys to Text B Appendix 3 Granllnar FocnsAppendix 4 Reference Version for Translation DrillsAppendix 5 Reference Version for Writing AssignmentsAppendix 6 Notes

章節(jié)摘錄

　　Market segmentation means dividing a market into distinct groups of buyers with differentneeds，characteristics or behaviors，who might require separate products or marketing mixes.Thecompany identifies different ways to segment the market and develops profiles of the resultingmarket segments.　　Once a firm has identified its market-segment opportunities，it has to evaluate the varioussegments and decide how many and which ones to target.In evaluating segments，managers look atthe segment’S attractiveness indicators and the company’S objectives and resources.In choosingwhich segments to target，the company Can focus on a single segment，selected segments，aspecific product，a specific market，or the full market.It is important for marketers to choose targetmarkets in a socially responsible manner by ensuring that the targeting serves the interests of themarket being targeted as well as the company.　　Once a company has segmented the market，chosen its target customer groups，identified theirneeds，and determined its desired market positioning，it is ready to develop and launch newproducts.Although the rate of new product failure is disturbingly high，companies Can improvetheir chances of Success by creating new products with a high product advantage.　　In the competitive global marketplace，the key to competitive advantage is differentiation.Amarket offering can be differentiated by product，services，personnel，channel，and image.Adifference is worth establishing to the extent that it is important，distinctive，superior，pre-emptive，affordable，and profitable.Positioning is the act of designing the company’S offering and image tooccupy a distinctive place in the target market’S mind.Many marketers advocate positioningaccording to a single product benefit，although double-and triple-benefit positioning Can besuccessful if used carefully.　　（Source：Marketing Management by Philip Kotler，Millenium Edition，2000，ppl43-144.）

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