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1、BEC中级口语主讲：陈娟第一课时I、How to learn International Business English? 怎样学习国际商务英语？ 掌握一定的商务英语词汇、短语和句型。(1) 词汇方面commercial e.g. The TV show was interrupted by too many commercials. prospecte.g. He called on some prospects but failed to make a sale.makee.g. These products are of Chinese make.The factory manufac
2、tured five makes( n. 牌子,型号)of tractors. (2) 短语方面soft selling hard sellingSome sales people adopt a direct hard sell approach, while others use a more indirect soft sell approach. have a bad yearThe corporation is having a bad year and it will probably be necessary to dismiss a few office staff. brea
3、k into/penetrate the marketThere is chance that well manage to break into the UK market (3) 句型方面I am writing to you concerning You cant miss it. I cant agree more. It may have slipped your mind, but You can always reach me at the number We would very much appreciate it if you could I noted with inte
4、rest your advertisement for Yes, thats true, but on the other hand Thats exactly what I think. Maybe, but dont you think? You are wanted on the phone. As requested, we enclose for your attention (4) 旧词“新义“honoure.g.: All credit cards honoured here. The bank honoured this cheque. 银行接受这张支票。covere.g. I
5、 have got myself covered against fire. 我得到火灾的补偿。Coverage 有效范围 royaltye.g. Besides copyright, the writer got a 10 percent royalty on sales. The technology transfer fee shall be paid in royalties. (5) 同义词、近义词、相似词的辨析。1) chairman, president, CEO, Managing Director, General Manager.2) dealer, merchant, t
6、rader, businessman, distributor. 3) deputy depjuti, vice-, associate, assistant. 4) discharge, unload, land5) discount, reduction, rebate, allowance. * 熟悉世界贸易组织。* 熟悉国际商务英语有关行业的基本术语及其内涵意义。* 学习国际商务常识，略知相关专业知识。* 密切了解国际商务最新动态。Some topic: Teamwork, Entertaining a client, Brand power, New premises, Health
7、 and safety, Business travel, Marketing disasters, Going global是BV常考的商务专题。下面以Brand power举例说明：1 掌握商务词汇短语E.g. to buy/develop/launch/sell/test/own/stretch/damage a brandE.g. brand image/leader/loyalty/name商标名称,牌子/power/stretching品牌形象（Brand Image）是指消费者基于能接触到的品牌信息，经过自己的选择与加工，在大脑中形成的有关品牌的印象总和。品牌忠诚度（brand
8、loyalty）是指消费者一贯地购买某特定品牌的倾向，其衡量方法包含行为与心理态度两者之综合考量，且对于耐久财与非耐久财的衡量方法亦有所.领导品牌，畅销品牌brand leader 所谓品牌力（Brand Power）是指这个品牌在市场竞争中形成的能量，对消费者购买决策的影响程度以及参与市场竞争的能力所谓品牌扩张（Brand stretching），是指现有品牌进入完全不相关的市场（Brand stretching refers to the use of an established brand name for products in unre.2 掌握相关商务知识E.g. Explain
9、 why you brought one of the products. strong sense of brand loyalty reasonable price good after-sales service reliability of the product good and consistent quality user-friendly(容易操作的,好用的)design good value for money in style 流行IIHow to answer questionsExample question: What determines the price of
10、a product? Example answer: The price of a product is influenced by the costs. This is because firms have to charge a price which is greater than costs to make a profit. However in the short run a firm may sell a product at a loss. This may be to gain market share or because the product is still at t
11、he introduction phase and has high research and launch costs. Overall it depends on whether we are considering a short or long term pricing policy. Firms may be willing to make a loss in the short run. It will also depend on the objectives of the firm. Some public sector organisations, e.g. may simp
12、ly try to cover costs. Practice in the class: Question: Should firms train their employees?Answer:As to this topic, as far as I am concerned, there are 3 things to consider.By training their employees firms may be able to increase their profits BECAUSE trained staff are likely to be more productive
13、and make less mistakes. Employees might also be more motivated BECAUSE they might be able to undertake more interesting work and BECAUSE managers are showing that they value their staff (which can satisfy their esteem needs). HOWEVER training costs money and is not always successful. It can also lea
14、d to a loss of production while staff are being trained. OVERALL, management will have to weigh up the potential benefits against the costs. If, for example, the firm has the necessary resources, the training is relatively cheap and is likely to lead to significant increases in productivity and prof
15、itability the firm likely to invest in it. If, ON THE OTHER HAND, the firm lacks the necessary finance and staff already have the skills required then training is LESS LIKELY.第二课时第 一讲 ConversationPART 1: Exchange personal informationThis part aims to prepare the candidate for phase 1 of the speaking test, which takes the form of an interview, with each candidate talking in turn to the examiner. This involves the candidate answering questions, responding to a comment or pa
