剑桥商务英语资料Unit 11.docVIP

Unit 11 Marketing 11.1 Project an image ? ?????????? 突出形象 A. Warmer 1. What kind of image you think the company is trying to project with its logo? up-market（adj.adv.高檔的（地））, down-market, trendy(fashionable)（adj.流行的，穿著時耄的）, athletic, robust, （強壯的、強健的） healthy, noblest, （adj.高貴的） high-quality, prominent, （adj.杰出的、顯著的）mature（adj.成熟的，考慮周到的v.使成熟）, reliable, 2. The introduction of BBC A British stated-financed television, and radio network 3. Decide which logo of BBC you prefer, and tell us why. B. Listening 1. New Words broadcasting ? ? n. 广播 launch ???????? n. 投放市场 opportunity ??????????????? n. 机会，时机 on-screen adj. 在电脑屏幕上的 graphic ? ? n. 画；电脑绘画 angle ? ??? n. 角，角度 vibrate ??????????? v. 振动，摆动 visually ? ?? adv. 在视觉上地 fragmented ? ? adj. 成碎片的，片断的 sub-logo n. 副标志 emphasize ? ? v. 强调，着重 twofold ? ?? adj. 两部分的，双重的 simplify ? ?? vt. 单一化，简单化 unify ? ?? vt. 统一，使成一体 reflect ?????????? v. 反射，反映 core value n. 核心价值 accuracy ? ? n. 精确性，精确度 artistic ??????????? adj. 艺术的，有美感的 2. The answers to the questions: 1) It was about to launch a new range of channels and services. 2) It didn’t work on screen; it was too expensive to use; there are too many sub-logos. 3) To simplify the logo; to use it as a unifying symbol across all departments and services. 4) ￡1.7 million C. Vocabulary Question 1: What are the different branded items? The following pictures can also show all these branded items. (1) newsletter: one or several sheets of printed news sent regularly to a particular group of people 通讯，剪报，业务通讯 (2) letterhead: the name and address printed at the top of a sheet of writing paper 信笺抬头，笺头[印于信笺上端的姓名和地址] (3) Company report: The company report provides an overview (n.概觀，綜述）of the company, including a description, quick facts, stock activity summary, stock price history, financials, fundamentals(adj.基本的，n.基本原則）, earnings estimates（估計）, analyst recommendations and statistics. (4) compliment slip: a small piece of paper with a company’s name and address on it , that it send wi