商務(wù)英語讀寫教程3

前言

　　伴隨經(jīng)濟全球化和我國經(jīng)濟國際化的進(jìn)程，國內(nèi)外大中型企業(yè)、跨國公司等對既懂商務(wù)又會英語的復(fù)合型人才的需求與日俱增，這也促進(jìn)了我國高等教育商務(wù)英語專業(yè)的快速發(fā)展。目前，全國有700多所高等院校開設(shè)了外貿(mào)英語、商務(wù)英語等課程，工商管理、金融等商科專業(yè)也都開設(shè)了以商務(wù)為核心內(nèi)容的英語課程，部分院校甚至設(shè)立了商務(wù)英語專業(yè)。近幾年來，全國性的商務(wù)英語教學(xué)、學(xué)術(shù)研討會頻頻召開。我國國際商務(wù)快速發(fā)展及人才市場對商務(wù)英語人才的強勁需求、外語就業(yè)市場人才多元化推動了英語專業(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，以改變英語教材與人才培養(yǎng)和需求不相適應(yīng)的狀況?！　∩虅?wù)英語屬于專門用途英語，國外大學(xué)多將其歸為ESP（English for Special Parposes）。目前，我們國內(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20余所大學(xué)40余名英語教授、副教授、講師歷時兩年多編寫的這套“新時代大學(xué)商務(wù)英語系列教材”的出版是我國高等教育商務(wù)英語教材建設(shè)的一個新成果?！　∵@套教材共14本，包括讀寫、視聽說、寫作、口譯，涵蓋了商務(wù)英語的基本主體課程，編著者基于“商務(wù)知識+英語能力=核心競爭力”的編寫理念，力求在企業(yè)戰(zhàn)略、市場營銷、人力資源、企業(yè)文化、經(jīng)營運作等商務(wù)語境中培養(yǎng)學(xué)生的英語交際能力。商務(wù)知識與英語能力相結(jié)合、商務(wù)語境與語言活動相結(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，英語操練有的放矢，凸顯了人才培養(yǎng)規(guī)格，給這套教材帶來了亮點?！　∵@套教材在內(nèi)容安排上注重了語言的體驗觀、語用觀，體現(xiàn)了商務(wù)英語的科學(xué)性、系統(tǒng)性、實用性及任務(wù)型教學(xué)法。這是一套適合高等院校商務(wù)英語專業(yè)和商科英語課程使用的教材?！　⊥瑐鹘y(tǒng)的英語語言文學(xué)比較起來，商務(wù)英語是我們這個時代經(jīng)濟發(fā)展催生的新事物，它必將在市場經(jīng)濟的強勁需求中茁壯成長。為更好地培養(yǎng)復(fù)合型人才，英語教材的建設(shè)任務(wù)是繁重的。這套教材需要在使用中逐步完善提高，以滿足我國對外經(jīng)濟貿(mào)易、國際商務(wù)活動對英語人才的需要?！　ν饨?jīng)濟貿(mào)易大學(xué)副校長博士生導(dǎo)師 徐子健

內(nèi)容概要

　　《商務(wù)英語讀寫教程3》是新時代大學(xué)商務(wù)英語系列教材中的一冊，這套教材共14本，包括讀寫、視聽說、寫作、口譯，涵蓋了商務(wù)英語的基本主體課程，編著者基于“商務(wù)知識+英語能力=核心競爭力”的編寫理念，力求在企業(yè)戰(zhàn)略、市場營銷、人力資源、企業(yè)文化、經(jīng)營運作等商務(wù)語境中培養(yǎng)學(xué)生的英語交際能力。商務(wù)知識與英語能力相結(jié)合、商務(wù)語境與語言活動相結(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，英語操練有的放矢，凸顯了人才培養(yǎng)規(guī)格，給這套教材帶來了亮點。

書籍目錄

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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