基礎商務英語 Unit 12 Part1 分析競爭對手

Unit 12 Part2 Business letters and presenting information

Dialogue(一)

DON BRADLEY: We haven' t decided on a plan of action yet.

堂.布拉德利：我們還沒決定行動計劃。

We must outline a strategy, but first let me summaries what we' re said so far.

我們必須定出行動綱領，下面我先總結一下大家的發(fā)言。

This is a critical situation.

這是個非常危機的形勢。

We know that J.K. Toys are playing to win.

我們知道J.K.玩具公司計劃大獲全勝。

And we know that right now they have the edge.

我們知道，目前他們占有優(yōu)勢。

So, let' s look at the down side.

所以，我們先來看一下不利因素。

What are their advantages?

他們的優(yōu)勢是什么?

They have a larger market share;

他們有更大的市場份額;

they have a cheaper product;

他們的產(chǎn)品更便宜;

they have an earlier launch date,

他們產(chǎn)品上市時間更早，

and we think they have a larger advertising budget.

并且我們認為他們的廣告預算很高。

KATE MCKENNA: Their strategy is very clear:

凱特.麥凱納：他們的策略很清楚：

they want our share of the market, both the European market and the export market.

他們要的是我們的市場份額，包括歐洲市場和出口市場。

DON BRADLEY: We cannot let them succeed.

堂.布拉德利：我們不能讓他們成功。

We have to consider which of these factors we can influence.

我們一定要考慮，我們可以影響這些因素中的哪些。

Kate, any ideas?

凱特，你怎么看?

KATE MCKENNA: There are two immediate things we can do:

凱特.麥凱納：有兩件事是我們可以馬上做的：

we can increase our advertising budget and bring forward the launch date.

我們可以增加廣告預算、提前上市日期。

DON BRADLEY: Derek, is that feasible?

堂.布拉德利：德里克，這行得通嗎?

DEREK JONES: I don' t think so.

德里克.瓊斯：我看不行。

CLIVE HARRIS: I' ve got some news for you all.

克萊夫.哈里斯：我有些消息要告訴大家。

DON BRADLEY: Okay, just a second.I' ll switch on the speaker.

堂.布拉德利：好的，請稍等。我改成揚聲器。

Okay, Clive, go ahead.

好了，克萊夫，說吧。

CLIVE HARRIS: I' ve got some useful information from Peter Day:

克萊夫.哈里斯：我從皮特o戴得到一些有用的資料：

first of all, I think they' re moving too fast.

首先我認為他們走的太快了，

They haven' t done their sums.

他們還沒做好準備。

DEREK JONES: Clive, this is Derek.

德里克.瓊斯：克萊夫，我是德里克。

Do you know how large their production run' s going to be?

你知道他們的產(chǎn)量會是多少嗎?

CLIVE HARRIS: It' s going to be around 300,000 units.

克萊夫.哈里斯：約30萬件。

DEREK JONES: That' s about what we hoped--more than 450,000 and we' ve got problems.

德里克.瓊斯：和我們想的差不多--45萬多，我們有麻煩了。

KATE MCKENNA: This is Kate. I' ve got a question.

凱特.麥凱納：我是凱特。我有個問題。

CLIVE HARRIS: Go ahead, Kate.

克萊夫.哈里斯：說吧，凱特。

KATE MCKENNA: Were you able to find out anything about their overseas marketing strategy?

凱特.麥凱納：能查到他們的海外銷售策略嗎?

CLIVE HARRIS: Well, I' ll tell you this, Kate:

克萊夫.哈里斯：凱特，我這樣跟你說吧：

they won' t crack the American market--we' re a few steps ahead of them there,

他們不會動美國市場--我們比他們出手要早，

and I want you to exploit that advantage--you need to get out there fast.

我要你利用這個優(yōu)勢--你要盡快抓住那里的市場。

Look I' ll ring off now.

我現(xiàn)在要掛斷了。

I' ll get back to the office as soon as I can.

我會盡快趕回辦公室。

一、New words and expressions生詞和短語

outline 概括、概述

situation 局面、情形

advantage n.有利地位、 優(yōu)勢、有利條件

summarise 總結

influence 對、、、起作用，影響

exploit 利用

plan of action

to outline a strategy 行動綱領

step ahead

market share

shairing the meeting 主持會議

Dialogue(二)

DON BRADLEY: We haven' t decided on a plan of action yet.

We must outline a strategy, but first let me summaries what we' re said so far.

This is a critical situation.

We know that J.K. Toys are playing to win.

And we know that right now they have the edge.

So, let' s look at the down side.

What are their advantages?

They have a larger market share;

they have a cheaper product;

they have an earlier launch date,

and we think they have a larger advertising budget.

Dialogue(三)

KATE MCKENNA: Their strategy is very clear:

they want our share of the market, both the European market and the export market.

DON BRADLEY: We cannot let them succeed.

We have to consider which of these factors we can influence.

Kate, any ideas?

KATE MCKENNA: There are two immediate things we can do:

we can increase our advertising budget and bring forward the launch date.

DON BRADLEY: Derek, is that feasible?

DEREK JONES: I don' t think so.

二、answer the question

What is their production run?

Dialogue(四)

CLIVE HARRIS: I' ve got some news for you all.

DON BRADLEY: Okay, just a second.I' ll switch on the speaker.

Okay, Clive, go ahead.

CLIVE HARRIS: I' ve got some useful information from Peter Day:

first of all, I think they' re moving too fast.

They haven' t done their sums.

DEREK JONES: Clive, this is Derek.

Do you know how large their production run' s going to be?

CLIVE HARRIS: It' s going to be around 300,000 units.

DEREK JONES: That' s about what we hoped--more than 450,000 and we' ve got problems.

三、answer the question

What does Clive say Kate should do?

Dialogue(五)

CLIVE HARRIS: I' ve got some news for you all.

DON BRADLEY: Okay, just a second.I' ll switch on the speaker.

Okay, Clive, go ahead.

CLIVE HARRIS: I' ve got some useful information from Peter Day:

first of all, I think they' re moving too fast.

They haven' t done their sums.

DEREK JONES: Clive, this is Derek.

Do you know how large their production run' s going to be?

CLIVE HARRIS: It' s going to be around 300,000 units.

DEREK JONES: That' s about what we hoped--more than 450,000 and we' ve got problems.

KATE MCKENNA: This is Kate. I' ve got a question.

CLIVE HARRIS: Go ahead, Kate.

KATE MCKENNA: Were you able to find out anything about their overseas marketing strategy?

CLIVE HARRIS: Well, I' ll tell you this, Kate:

they won' t crack the American market--we' re a few steps ahead of them there,

and I want you to exploit that advantage--you need to get out there fast.

Look I' ll ring off now.

I' ll get back to the office as soon as I can.

四、關鍵語言點(比較級)

a20% market share

35% is a larger market share.

&3.50 each.

&3.0 is a cheaper product.

&10.00 unit cost.

&13.00 is 30% higher.