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1、Unit 9,Business English,2,Text A,Words and Expressionsconventional adj. 传统的；常规的 deflate v. 放弃；缩小；紧缩 fragmentation n. 断裂；破碎；分段 impulse n. 冲动；冲击 labyrinthine adj. 迷路的 logo n. 标志 luxury n. 奢侈物 passion n. 激情 surplus n. 剩余,Strategic Issues in Chinese Marketing,3,brand awareness 品牌认知度brand value 品牌价值compe
2、titive advantage 竞争优势distribution infrastructure 分销机构latent advantage 潜在优势marketing discipline 营销规律marketing information system 营销信息系统mass marketing 大规模销售modern marketing management 现代市场营销管理perceived value 认知价值price difference 价差price discipline 价格规律promotional campaign 促销计划purchase intention 购买倾向 r
3、etail banking 小额银行（存放）业务strategic campaign 战略计划,Text A,Strategic Issues in Chinese Marketing,Words and Expressions,4,Text B,Words and Expressions accomplish v. 完成；实现 coordinate v. 协调 encompass v. 包围；包括 grocery n. 食品杂货 inventory n. 详细目录；清点存货 standardization n. 标准化 rail n. 铁轨； 火车,The Changing Concept
4、of Marketing,5,Business Writing,Important Notes 提及对方关心或兴趣所在的事情，以吸引对方的注意力。 作出请求，从情感、道德或合理性方面感染对方。 具体说明对方看重的利益，即对方接受建议后所带来的收益或好处。 尽量多地提供以写信人有用的信息以使对方尽快做出决定。 结尾时表示出写信人对解决问题的信心。,Special Persuasive Requests,6,Sample 1: 劝说为无家可归孩子捐助 My dear friends:A knock at the doora swirl of snow over the threshold and
5、standing in the warm glow of the hall light was little Joe. His thin jacket was drawn tightly around his small body. “Im here. Father. Im here for an education,” he blurted out.Like other homeless boys, Joe dropped out of school at an early age. He had made his lonely way over hundreds of miles to B
6、oys Town, determined to better himself by continuing his education. Now he stood there, cold, hungry, and forlorn, his big eyes pleading. A hot meal and a warm clean bed for the night,Business Writing,Special Persuasive Requests,7,Sample 1: 劝说为无家可归孩子捐助 again 1 had found room for one more boy. Joe pr
7、oved to be an adept student and now. a leading citizen in his community, he follows his profession like other Boys Town graduates as shown on the back of the letter.During the past 47 years about 11000 homeless boys have come to Boys Town. They were sad of heart, sensitive, and with many hidden hear
8、taches because some tragedy had robbed them of their home and parents. Here they begin life all over again , in clean, healthy surroundings. Through understanding and individual counseling we give them a feeling of contentment and a sense of dignity. They receive an excellent education in our well e
9、quipped and fully accredited schools.,Business Writing,Special Persuasive Requests,8,As Christmas approaches our hearts go out to these unfortunate boys and for the other homeless ones who will be coming to Boys Town. Will you help me provide for them? Here are your Boys Town Christmas seals. Please
10、 keep them and use them and send me in the enclosed envelope $1, $2, $5, or more as your heart dictates.In appreciation of your kind generosity our boys will elect you an Honorary Citizen of Boys Town and I will send your certificate with my acknowledgement. May your Christmas be especially happy si
11、nce you have extended a helping hand to our unfortunate and helpless boys. Thank you and God bless you!Sincerely,Business Writing,Special Persuasive Requests,9,Sample 2: 劝说为青少年成立的公司捐助 Dear Mr. Williams:Right nowright here in our city620 teenage youngsters are running 37 corporations. With their only
12、 adult help being advice from some of your business associates who work with them, the kids run the whole show. Last September they applied for a charter and elected officers. They selected products for manufactureantifreeze, candles, and chairs, to name a few. They issued stockand they sold it , to
13、o. With the proceeds from stock sales, they set up a production operation. Now they are producing and marketing their products, This May they will liquidate their companies and account to their stockholders for their profits or losses.You, as a public-spirited citizen, will quickly see the merits of
14、 the Junior Achievement Program. You know the value of such realistic experience to the kidshow it teaches them the operations of business and how it sells them on,Business Writing,Special Persuasive Requests,10,the merits of our American system of free enterprise. You can see also that its an excit
15、ing and wholesome programthe kind we need more of to combat delinquency. After you have considered these points and others you will find in the enclosed brochure. I know you will see that Junior Achievement is a good thing.Like all good things, Junior Achievement needs all of us behind it. During th
16、e three years the program has been in our city, it has had enthusiastic support from local business leaders. But with the over 900 students on the waiting list this year, our plans for next year call for expansion. Thats why I ask that you help make the program available to more youngsters with a $ 25 contribution. Please make your check payable to Junior Achievement, and send it right away. You will be doing a fine thing for the kids in our town.Sincerely yours,
