Unit 2:Unit 2: Public Relationship Public Relationship

Learning objectives: Learning objectives: After studying this text, you are required:After studying this text, you are required: 1. to know the ways anf purposes of product 1. to know the ways anf purposes of product

adaptation and presentation adaptation and presentation 2. to kown the unique idea of the IBM 2. to kown the unique idea of the IBM 3. to learn some useful words and expression3. to learn some useful words and expression

s s

Text A: Text A: Product Adaptation and PProduct Adaptation and P

resentaionresentaion

Words study Words study 1. adapt to 1. adapt to 1.1. 使适应，使适合使适应，使适合 1) He adapted himself to the cold weather.1) He adapted himself to the cold weather. 他适应了寒冷的天气。他适应了寒冷的天气。 2)[Biz]2)[Biz] ：： You should adapt your terms of traYou should adapt your terms of tra

de to the new circumstances.de to the new circumstances. ；； 你方的交易条件应适应新的情况。你方的交易条件应适应新的情况。 2.2. 改编改编 The novel has been adapted to a film.The novel has been adapted to a film. 这部小说已经被改编为电影。这部小说已经被改编为电影。

2. Be satisfied with2. Be satisfied with 对……满意（通常用被动语态）对……满意（通常用被动语态） I am not satisfied with your workI am not satisfied with your work ；； you must improyou must impro

ve it.ve it. 我对你的工作不满意，你必须改进。我对你的工作不满意，你必须改进。 〔〔 BizBiz ］：］： 'Your money will be returned if you are n'Your money will be returned if you are n

otot satisfied with the goods.satisfied with the goods. 如果你对货不满意，钱会退给你。。如果你对货不满意，钱会退给你。。 【【 BizBiz 〕：〕： If our end-users are satisfied with the firIf our end-users are satisfied with the fir

s)s) shipmentshipment ，， we shall place a repeat order.we shall place a repeat order. 如果我方用户对第一批货物感到满意，我们就重复订货。如果我方用户对第一批货物感到满意，我们就重复订货。

3. be prepared3. be prepared 愿意做某事，乐意做某事愿意做某事，乐意做某事 I'm prepared to be friendly to others. I'm prepared to be friendly to others. 我愿意和善待人。我愿意和善待人。 [Biz][Biz] ：： We are prepared to give a 20% discount for anWe are prepared to give a 20% discount for an offer to buy our complete stockoffer to buy our complete stock ．． 有愿意购买我方全部存货者，我们乐意给有愿意购买我方全部存货者，我们乐意给 20%20% 的折扣。的折扣。 [Biz][Biz] ：： If you wishIf you wish ，， we are prepared to take special orderswe are prepared to take special orders according to your requirement.according to your requirement. 如果需要的话，我们乐意按照你们的要求，接受特殊订货。如果需要的话，我们乐意按照你们的要求，接受特殊订货。 [Biz][Biz] ：： We are prepared to discuss the price in detail afterWe are prepared to discuss the price in detail after you've decided the quantity of your order.you've decided the quantity of your order. 等您确定了订货数量之后，我们乐意详细讨论价格问题等您确定了订货数量之后，我们乐意详细讨论价格问题。。

4. bring to4. bring to （（ underunder ）） one's notice one's notice 使某人使某人注意到注意到

The details of the account of the accident wThe details of the account of the accident were brought to the judge's notice.ere brought to the judge's notice.

法官已注意到说明事故的细节。法官已注意到说明事故的细节。 [Biz][Biz] ：： The matter was brought to the boarThe matter was brought to the boar

d's notice.d's notice. 已提已提 请董事会注意此事。请董事会注意此事。

5. mistake for5. mistake for 把……误认为，把……混淆为把……误认为，把……混淆为 I mistook you for your brotherI mistook you for your brother ，， and you're and you're

so much alike.so much alike. 我把你看成你弟弟了，你们俩太相像了。我把你看成你弟弟了，你们俩太相像了。 [Biz][Biz] ：： We mistook the priceWe mistook the price ￡￡ 10 per dozen 10 per dozen

in ourin our invoice No. 2927 for USinvoice No. 2927 for US ＄＄ 10 per piece10 per piece 兹我方把第兹我方把第 29272927 号发票中价格每打号发票中价格每打 1010 英镑误英镑误

以为每件以为每件 1010 美元了。美元了。

6. By mistake6. By mistake 错误地错误地 I took your umbrella by mistake.I took your umbrella by mistake. 我错把你的雨伞拿走了。我错把你的雨伞拿走了。 [ Biz ] She typed the payment as CIF by mistake.[ Biz ] She typed the payment as CIF by mistake. 她把支付方式错误地打成“成本、保险加运费”价了。她把支付方式错误地打成“成本、保险加运费”价了。 7. Be pleased with: 7. Be pleased with: 对……喜欢，满意于……对……喜欢，满意于…… The school leaders were pleased with the staff s perfThe school leaders were pleased with the staff s perf

ormance.ormance. 学校领导对员工的表现感到满意。学校领导对员工的表现感到满意。 [Biz][Biz] ：： We hope you will be pleased with the goods We hope you will be pleased with the goods

delivereddelivered ，， and look forward to further orders from and look forward to further orders from you.you.

我们希望贵方对所交货物感到满意，并盼望接到贵方更我们希望贵方对所交货物感到满意，并盼望接到贵方更 多的订单。多的订单。

8. be willing to8. be willing to 愿意的，乐意的愿意的，乐意的 We are willing to help those in trouble.We are willing to help those in trouble. 我们愿意帮助陷于困境的人。我们愿意帮助陷于困境的人。 [Biz][Biz] ：： Are you willing to help us in this respeAre you willing to help us in this respe

ct?ct? 你们愿在这方面给我们以帮助吗？你们愿在这方面给我们以帮助吗？

Sentences study Sentences study 1. Satisfy. customer's needs1. Satisfy. customer's needs 满足顾客的需要满足顾客的需要 To satisfy one's needsTo satisfy one's needs含有“满足……需要”的意思，含有“满足……需要”的意思，其他含有此意的短语还有‘其他含有此意的短语还有‘

meet one's needs,meet one's needs, 如本文中出现的如本文中出现的 meet export marmeet export market needsket needs 满足出口市场的需 要。满足出口市场的需 要。

22 ．． Raw materialsRaw materials原材料原材料 Raw materials are the natural substances from whRaw materials are the natural substances from wh

ich industrial products are made.ich industrial products are made. 原材料指用于生产工业品的天然物质。原材料指用于生产工业品的天然物质。 The delay in delivery was caused by a shortage ofThe delay in delivery was caused by a shortage of～～

materials and also by a backlog of orders.materials and also by a backlog of orders. 交货的延误是由于原材料短缺和尚待交货的订单积压太交货的延误是由于原材料短缺和尚待交货的订单积压太

多。多。 Coal and oil are importantCoal and oil are important～～ materials for the manumaterials for the manu

facture of plastics.facture of plastics. 煤和石油是塑料制品的重要原料。煤和石油是塑料制品的重要原料。

3. Consumergoods3. Consumergoods 生活消费品生活消费品 Items bought by consumersItems bought by consumers ；； goods that are goods that are

bought by consumers and are not used to prbought by consumers and are not used to produce other goodsoduce other goods

Prices of consumer goods are going up.Prices of consumer goods are going up. 消费品的价格正在上涨。消费品的价格正在上涨。 The price of this kind of consumer goods on oThe price of this kind of consumer goods on o

ur domestic market is open.ur domestic market is open. 在我们国内市场上，这种消费品的价格是放开的。在我们国内市场上，这种消费品的价格是放开的。 'There's a large variety of consumer goods in 'There's a large variety of consumer goods in

the shops.the shops. 商店里备有各种各样的消费品。商店里备有各种各样的消费品。

44．． However well your product is designedHowever well your product is designed ，，a customer cannot possibly choose ita customer cannot possibly choose it

W until he knows it is there.W until he knows it is there. 不管你的产品设计得多么好，顾客只有知道它是不管你的产品设计得多么好，顾客只有知道它是

存在的，才可能去选择它。存在的，才可能去选择它。 句中的句中的 howeverhowever 作连接副词，表示“不管……作连接副词，表示“不管……怎样（如何）”，引导让步状语从句。这类从句怎样（如何）”，引导让步状语从句。这类从句还可以由还可以由 though, although,though, although, 加加 matter.matter.

whateverwhatever 等词引起。等词引起。

They will never succeed however much they try.They will never succeed however much they try. 不管他们怎样努力也绝不会成功。不管他们怎样努力也绝不会成功。 However cold it isHowever cold it is ，， she always goes swimming.she always goes swimming. 不管天多冷，她总是去游泳。不管天多冷，她总是去游泳。 Wherever you goWherever you go ，， Whatever you doWhatever you do ，， I will be right here waiting for you.I will be right here waiting for you. Whatever it takesWhatever it takes ，， Or how my heart breaksOr how my heart breaks ，， I will be right here waiting for you.—Right Here WaiI will be right here waiting for you.—Right Here Wai

tlng(Richard Marx)tlng(Richard Marx)

5. The second purpose of product presentation is to give the 5. The second purpose of product presentation is to give the productproduct ．“．“ brandbrand

image" so that it cannot be mistaken for anyone else's prodimage" so that it cannot be mistaken for anyone else's product.uct.

产品展示的第二个目的是给产品以“品牌形象”，这样它就不会产品展示的第二个目的是给产品以“品牌形象”，这样它就不会与其他厂家的产品相混淆。句中的与其他厂家的产品相混淆。句中的 so that } Iso that } I起表示目的从句。起表示目的从句。

Let's try and arrange so that we can get there at one o'clock. Let's try and arrange so that we can get there at one o'clock. 咱们设法安排一下，以便能在一点钟到达那里。咱们设法安排一下，以便能在一点钟到达那里。

I hired a boat so that I could go fishing.I hired a boat so that I could go fishing. 我租了一条小船，以便我能去钓鱼。我租了一条小船，以便我能去钓鱼。 从句若为否定结构，谓语多由从句若为否定结构，谓语多由 shouldshould构成：构成： He looked down so that she should not see his eyes. He looked down so that she should not see his eyes. 他眼睛他眼睛低着，以免她看到他的眼睛。低着，以免她看到他的眼睛。

He wore a mask so thatHe wore a mask so that 加加 one should recognize him. one should recognize him. 他带他带了一个面具以便没人能认出他来。了一个面具以便没人能认出他来。

有时只用有时只用 soso 一个字引起这类从句：一个字引起这类从句： Can't you fu it somehow so you could stay? Can't you fu it somehow so you could stay? 你不能作某种安排你不能作某种安排

以便你能留下？以便你能留下？ Check carefullyCheck carefully ，， so any mistakes will he caught. so any mistakes will he caught. 仔细检查一遍，把所有错误都找出来。仔细检查一遍，把所有错误都找出来。

6. Brand image6. Brand image 品牌形象品牌形象 the impression on the public of an enterprithe impression on the public of an enterpri

se or a company's trademarkse or a company's trademark 一个企业或公司一个企业或公司商标在公众心目中的印象。商标在公众心目中的印象。

7.…it is7.…it is ～～ more important that the packaginmore important that the packaging makes it clean' that we are theg makes it clean' that we are the

producer.producer. 甚至更为重要的是包装明确表明我们甚至更为重要的是包装明确表明我们是生产商。是生产商。

句式“句式“ make it clear that.make it clear that. 意思是“把……搞清意思是“把……搞清楚，明白表示”。楚，明白表示”。

例如例如 :The Minister makes it clear that he will re:The Minister makes it clear that he will resign.sign. 部长明确宜布要辞职。部长明确宜布要辞职。

Answer the following aventinncAnswer the following aventinnc ．． 1. what must an exporter ensure?1. what must an exporter ensure? 2. what should an exporter (to with the produ2. what should an exporter (to with the produ

cts which are successful at home butcts which are successful at home but have not won export sates?have not won export sates? 3. How should we carry out product adaptati3. How should we carry out product adaptati

on?on? 4. What is it essential for your customer to kn4. What is it essential for your customer to kn

ow if you are selling raw materialsow if you are selling raw materials and consumer goods'?and consumer goods'? 5. What are me purposes of product presenta5. What are me purposes of product presenta

tion?tion?

6. Why is it important for a promoter to prom6. Why is it important for a promoter to promote the consumers' awareness of itsote the consumers' awareness of its

products?‘products?‘ 7. Why should the product be given a“brand 7. Why should the product be given a“brand

image"image" ？？ 8, What will happen if the customer admires y8, What will happen if the customer admires y

our product and then buys fromour product and then buys from another company by mistake?another company by mistake? 9. When is it even more important that the pa9. When is it even more important that the pa

ckaging makes it clear that you areckaging makes it clear that you are the producer?the producer? 10. Why is the good work done on the first pr10. Why is the good work done on the first pr

oduct so important?oduct so important?

Assignment: Assignment: Finish the exercises Finish the exercises

Text B:Text B: The Unique Idea That Have Made a The Unique Idea That Have Made a

World LeaderWorld Leader (Ⅱ)(Ⅱ)

Think about the folowing questions. Think about the folowing questions. 1. Do you know IBM?1. Do you know IBM? 2. Are you familiar with the products of IBM?2. Are you familiar with the products of IBM? 3. Do you know how IBM select its martket? 3. Do you know how IBM select its martket?

Analysis of the text Analysis of the text 1 It always lays great stress on further developing an1 It always lays great stress on further developing an

d enhancing comprehensively its competitive abilitid enhancing comprehensively its competitive abilities.es.它总是把重心放在进一步的发展与增强综合竞争力它总是把重心放在进一步的发展与增强综合竞争力上。上。

2 pioneer2 pioneer先班，先锋先班，先锋 Haier company is a pioneer who first settles its branHaier company is a pioneer who first settles its bran

ches in the USA.ches in the USA.海尔公司是在灸国设立分支机构的先海尔公司是在灸国设立分支机构的先锋。锋。

3 In some cases the additional operations were of a 3 In some cases the additional operations were of a semi-skilled nature and some of the workers were osemi-skilled nature and some of the workers were opposed to this reorganizationpposed to this reorganization在某些情况下，一些领在某些情况下，一些领外的工作属于半技术性质，因此有些工人反对这样的安外的工作属于半技术性质，因此有些工人反对这样的安排。排。

4 It believes that“it is people who are out of 4 It believes that“it is people who are out of their own fields who are the best inventors".their own fields who are the best inventors".它认为，只有走出自己所属领城的人才是最捧的它认为，只有走出自己所属领城的人才是最捧的发明者。发明者。

5 IBM has a most enlightened personnel polic5 IBM has a most enlightened personnel policy. IBMy. IBM 公司有最具启发性的人事制度。公司有最具启发性的人事制度。

6 No one is ever laid off for want of work.6 No one is ever laid off for want of work. 只要只要想工作就不会下岗。想工作就不会下岗。

7 The employees are expected to dress neatly,7 The employees are expected to dress neatly, be honest be honest ，， forthright, eternally optimistic forthright, eternally optimistic and, above all, loyal to the firmand, above all, loyal to the firm 员工们应该穿员工们应该穿着整洁、为人诚实、作风坦率、积极乐观，最重着整洁、为人诚实、作风坦率、积极乐观，最重要的是对公司的忠诚。要的是对公司的忠诚。

8 There are also fringe benefits such as interes8 There are also fringe benefits such as interest free loans.t free loans.

也有免息货欲等附加福利。也有免息货欲等附加福利。 9 IBM strives to understand the minds of its e9 IBM strives to understand the minds of its e

mployeesmployees ，， their expectations and how they ftheir expectations and how they feel about their firm.eel about their firm.

IBMIBM 公司努力了解员工的想法，他们的期望以及公司努力了解员工的想法，他们的期望以及对公司的感觉。对公司的感觉。

10 Professional psychologists are employed fo10 Professional psychologists are employed for such surveys.r such surveys.

职业心理学家受雇于这祥的调查。职业心理学家受雇于这祥的调查。

11 In a 1972 survey, a clear majority suggested that 11 In a 1972 survey, a clear majority suggested that social responsibility, instead of profitability, should social responsibility, instead of profitability, should be the supreme objective. be the supreme objective.

( 1972( 1972年的调查中，绝大多数的员工主张公司的最高目年的调查中，绝大多数的员工主张公司的最高目标应该是社会责任而不是利润率。标应该是社会责任而不是利润率。

12 Each job is so designed that it provides a challen12 Each job is so designed that it provides a challenge to the skill and ingenuity of the ordinary worker.ge to the skill and ingenuity of the ordinary worker.

每个工作都是对普通工人技巧性与灵活性的挑战。每个工作都是对普通工人技巧性与灵活性的挑战。 13 It does not believe in norms but expects everybo13 It does not believe in norms but expects everybo

dy to work to the best of his ability.dy to work to the best of his ability.它不相信行为标它不相信行为标准，它期待每个人都尽其所能地做好工作。准，它期待每个人都尽其所能地做好工作。

14 This preserves the dignity of the individual 14 This preserves the dignity of the individual who will naturally behave inwho will naturally behave in 。。 responsible mresponsible manner.anner. 这就为那些对工作自觉负贵任的人保留这就为那些对工作自觉负贵任的人保留了年严。了年严。

15 IBM has no such category as supervisors w15 IBM has no such category as supervisors who are traditionally supposed to dominate anho are traditionally supposed to dominate and direct the workers because it views the funcd direct the workers because it views the function of the supervisors quite differently callintion of the supervisors quite differently calling them "assistant"g them "assistant" ，， for their real task is to gfor their real task is to guide and assist the workers.uide and assist the workers. 传统意义上的主传统意义上的主管是领导和指挥工人的人，管是领导和指挥工人的人， IBMIBM 公司没有这样公司没有这样的主管，它认为主管的功能是不同的，它称其为的主管，它认为主管的功能是不同的，它称其为“助理”，因为他们真正的工作是指导和帮助工“助理”，因为他们真正的工作是指导和帮助工人。人。

Check the exercises of this text Check the exercises of this text

Assignment: Assignment: Preview Unit 3 Preview Unit 3 Go over what you have learned in the lesGo over what you have learned in the les

sonson