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1、Business English Reading CoursewareBook OneChapter 14 Abstracts from Articles on Marketing市 场 营 销 文 摘 Made by Yang Yan单元教学目的单元教学目的通过阅读推测选取恰当的信号词。通过阅读推测选取恰当的信号词。 借助信号词的提示进行预测借助信号词的提示进行预测, ,是提高阅读速是提高阅读速度和理解能力的手段之一。它常常暗示了作度和理解能力的手段之一。它常常暗示了作者的观点、看法、态度，能直接或间接地给者的观点、看法、态度，能直接或间接地给读者传递多种信息，有利于理解和记忆，可读者传递多
2、种信息，有利于理解和记忆，可区分重要信息和非重要信息，可以帮助读者区分重要信息和非重要信息，可以帮助读者快速有效地了解段落的大意。当读者阅读过快速有效地了解段落的大意。当读者阅读过程中遇到难句或长句时，通过信号词可以进程中遇到难句或长句时，通过信号词可以进行有效的推测。信号词可以使文章各个部分行有效的推测。信号词可以使文章各个部分互相联系，实现从一部分到另一部分的顺利互相联系，实现从一部分到另一部分的顺利过渡，保持文章的前后呼应和意义连贯。善过渡，保持文章的前后呼应和意义连贯。善于利用信号词，有助于推测文章细节的内涵于利用信号词，有助于推测文章细节的内涵意义，从而扫除读者阅读中的不少障碍，从意
3、义，从而扫除读者阅读中的不少障碍，从而提高阅读效率。而提高阅读效率。 本章阅读技巧提示本章阅读技巧提示 由于文章的句子是按照一定关系、有目由于文章的句子是按照一定关系、有目的地组织起来的，可以用信号词来预测将要的地组织起来的，可以用信号词来预测将要读的内容和具有的逻辑关系。常用的信号词读的内容和具有的逻辑关系。常用的信号词可以分为以下几类可以分为以下几类: :1.1.表顺序的词：表顺序的词：first, second, next. 2.2.表转折的词表转折的词: : yet, but, however, in spite of .3.3.表递进的词表递进的词: : also, furtherm
4、ore, in addition .4.4.表比较的词表比较的词: : just as, alike, likewise 5.5.表对比的词表对比的词: : instead, in contrast, on the other hand, by contrast.6.6.表因果的词表因果的词: : as a result, therefore, so, because of7.7.表总结的词表总结的词: : in a word, in conclusion, on the whole 通过信号词来理解上下文的逻辑关系，通过信号词来理解上下文的逻辑关系，能够使读者更能理解作者的思想和文章结构，能
5、够使读者更能理解作者的思想和文章结构，从而提高阅读理解效率与准确率。从而提高阅读理解效率与准确率。 First, read Material One under teachers instructions.Then teacher gives hints or tips for reading.Finally, teacher checks the answers and gives explanations.Step One One of the most difficult decisions nowadays for companies is the pricing of its off
6、ers, including both products and services. An adequate, sustainable and creative pricing strategy is based on the equilibrium of financial returns desired by companies and well being of consumers in the tough global competitive arena. I work with a framework method that has three major phases for th
7、is creative pricing strategy (CPS) process. The first phase is the understanding of the initial value of the product or service given by the consumer. The second is about increasing this value, and finally, the third is the strategic pricing movements. Lets move to the first.Understanding the initia
8、l value given by the consumer Before any pricing decision is taken, a company must analyze the external environment: economic, income and demand conditions (1). After this, a company should look to the target consumer, understand his behavior, his perception of the reasonable price (using surveys, e
9、xperts, food labs) and do initial pricing experiences in different marketing channels. Analyze the total consumer costs when buying the product (money needed, time expended, knowledge acquisition, training costs, and psychological costs) that may be working as buying barriers. All the consumers risk
10、s in buying the companys product or service should be raised (2). The third analysis in this first phase of CPS process is related to competitors, competing products/solutions and their prices, and how the consumer values and compares with competitors the product attributes (3). To finish this first
11、 phase, a company could establish objectives and understand its cost structure with different sales levels. The analysis of consumer, competitors and economic environment will facilitate a company to understand the value of its product or service in the initial perception of the consumer. After this
12、 first phase (understanding) of the CPS framework, comes the second, where a company can try to change the initial view the consumer has of its products or services by.Increasing the value strategies The idea is to search and create a unique value position. This can be reached by reducing the import
13、ance of substitutes of the product and comparison possibilities, blinding consumers towards competitors (4). Another opportunity is to compare the cost of the product as a proportion of the consumers income or total expenditure, measuring and communicating (5). A company can use lock in strategies,
14、using the product as a complement with other assets acquired before by consumers (6). It is important to try to communicate the importance of attributes the product and service has and the danger of having problems if this attributes, for instance, quality and safety, are neglected by competitors (7
15、). A company may also think in a possibility of offering a problem solution driven package of products and services to conquer the buyers, what is sometimes called as bundling (8). A list of possibilities to mitigate consumers buying risks of the product that was raised in phase one is also an idea
16、(9). Some markets offer possibilities of skimming price strategies for new solutions (image, status, and exclusivity), capturing value from innovative consumers, first movers and status oriented market segments (10). A last point in this second phase of CPS is to show economic benefits to consumers (like lower production costs) in buying the solution of the company with simple messages and credible commitments (11). The points raised in the second phase of CPS framework are related to increasing
