新商務英語口語教程

內(nèi)容概要

《新商務英語口語教程》是為大專院校本科生、研究生課堂學習，以及從事國際設備工作或將要從事國際高務工作的人員，在實際工作中練習設備英語對話而編寫的一本教程。本書將國際高務專業(yè)知識與英語對話有機地結合起來，指導學員循序漸進地學習國際高務的全過程。通過學員獨處練習、成對練習和小組活動的形式，增進學員實際運用英語語言的能力，為學員提供練習英語聽、說技能的機會。

書籍目錄

前言第一章　全球市場　第一節(jié)　全球經(jīng)濟　　背景知識　　商務英語對話　　替換練習　　生詞　　短語　　練習　　對話參考譯文　第二節(jié)　國際競爭　　背景知識　　商務英語對話　　替換練習　　生詞　　短語　　練習　　對話參考譯文第三節(jié)　出口貿(mào)易時機成熟了嗎？　　背景知識　　商務英語對話　　替換練習　　生詞　　短語　　練習　　對話參考譯文第四節(jié)　制訂一項成功的出口貿(mào)易計劃　　背景知識　　出口計劃大綱圖表　　商務英語對話　　替換練習　　生詞　　短語　　練習　　對話參考譯文第二章　國際貿(mào)易藍圖　第一節(jié)　電子商務　　背景知識　　商務英語對話　　替換練習　　生詞　　短語　　練習　　對話參考譯文　第二節(jié)　國際市場營銷　　背景知識　　商務英語對話　　替換練習　　生詞　　短語　　練習　　對話參考譯文　　……第三章　談判及付款第四章　裝船及交貨附錄　APPENDIX

章節(jié)摘錄

　　Mr. Smith: We must take heed to our brand name and corporate image. Many com-panies have experienced difficulties after introducing their brand name, logo or promo-tional materials in other countries only to discover that its connotations were inappropri-ate in the local language or culture.　　Mr. Wade: At present, our cross-national marketing research in China has revealedwide differences in demographic preferences and local tastes.　　Ms. Conway. We must also be careful to avoid using American colloquial speech thatforeign customers may not understand. From time to time, pictures or graphs may conveya more profound message to our international buyers than words can speak.　　Mr. Smith: It may be prudent to hire a professional translator with experience in bus-iness and commercial materials. More importantly, someone who is well versed and sensi-tive to cultural differences.　　Ms. Conway: Brand image also involves the symbolic associations consumers amassregarding the brand. One source of symbolic brand associations is the color or colors ofproducts, packaging and related advertising materials.　　Ms. Stevenson: A very good case and point, it is a problem facing many global mar-keting managers to understand the emotional and-psychological factors associated withcolor in various cultures. Therefore, the continual pairing of color with a brand may re-sult in the transfer of the emotional and psychological properties of the colors to thebrand.　　Mr. Smith.. I see, it is indeed a complex issue. It will be essential to redesign ourbrand image, packaging, and brochures to accommodate our international consumers.Now, what about global pricing？ Mr. Wade, this is your area of expertise. Please give ussome counsels on this subject matter.　　Mr. Wade: My pleasure. We must bear in mind that proper pricing of our product,choice of terms of sale and payment are three important elements in selling a product orservice internationally. Of the three, strategic pricing is the most difficult, even for the.

編輯推薦

　　《新商務英語口語教程》后列有簡明詞匯表，學員不必借助字典也可學習《新商務英語口語教程》?！　　缎律虅沼⒄Z口語教程》的附錄提供了有關國際商務的實際應用信息和豐富的網(wǎng)絡鏈接資源。學員可作參考及深入研究之用?！　ｉT設計的練習有助于引導學員展開情景對話，增強學員中英文互譯的能力。學員通過本書具體的引導，能運用新學習的語言技巧，得出新觀點，組織新思路，擴大詞匯量，并能書寫、編輯、修改自己的文章?！　　缎律虅沼⒄Z口語教程》為教師配有錄音CD碟片一張，由美國本土人士錄制而成。相信通過對本材料的反復聽練，通過模仿各種背景下的自然對話，學員不僅能夠切實提高聽力水平，英語對話能力也必將登堂人室，更加流利。任課教師可向出版社聯(lián)系索取。

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