电子商务英语教程(第二版)电子教案(全)完整版课件整套教学课件

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1、电子商务英语教程电子商务英语教程（第二版）（第二版）EnglishForE-CommerceEnglishForE-Commerce开始学习ENTERChapter 1 Over View of E-Commerce第一章第一章 电子商务概述电子商务概述Unit 1Unit 1Unit 2Unit 2Unit 3Unit 3ContentsPassageBWordBankBActivitiesBPassageAWordBankAActivitiesAExpandingReadingWorkonlineBasicE-commerceEnglishWritingObjectivesObjectiv

2、esIntroductionVideoInthisunit,youwilllearn:1 1 thedefinitionofelectroniccommerce1 1 thenewtrendofelectroniccommerce1 1 thedevelopmentofInternet1 1 BasicE-commerceEnglishWritingFocus:TheidentificationofelectroniccommerceNodus:TheevolutionofelectroniccommerceRETURN课文注释课文注释 前页后页目录Passage AIdentify Elec

3、tronic Commerce ElectroniccommercereferstothebuyingandsellingofproductsorservicesoverelectronicsystemssuchastheInternetandothercomputernetworks.TheamountoftradeconductedelectronicallyhasgrownextraordinarilysincetherapidspreadoftheInternet.Awidevarietyofcommerceisconductedinthisway,whichleadstoinnova

4、tionsinmanyaspectssuchaselectronicfundstransfer,supplychainmanagement,Internetmarketing,onlinetransactionprocessing,electronicdatainterchange(EDI)andsoon.ModernelectroniccommercetypicallyusestheWorldWideWebatleastatsomepointinthetransactionsprocess,althoughitcanincludeawiderrangeoftechnologiessuchas

5、e-mailaswell.Alargepercentageofelectroniccommerceisconductedentirelyelectronicallyforvirtualitemssuchasaccesstoinformationyouwantonawebsite,butmostelectroniccommerceinvolvesthetransportationofphysicalitemsinsomeway.12Word Bank课文录音课文录音Page 1课文注释课文注释 前页后页目录Onlineretailersaresometimesknownase-tailersan

6、donlineretailissometimesknownase-tail.AlmostallbigretailershaveelectroniccommercepresenceontheWorldWideWeb.Electroniccommercethatisconductedbetweenbusinessesisreferredtoasbusiness-to-businessorB2B.B2Bcanbeopentoallinterestedpartiesincourseoftradingorlimitedtospecific,pre-qualifiedparticipants.Electr

7、oniccommercethatisconductedbetweenbusinessesandconsumers,ontheotherhand,isreferredtoasbusiness-to-consumerorB2C.ThisisthetypeofelectroniccommerceconductedbycompaniessuchasAmazon.Electroniccommerceisgenerallyconsideredtobethesalesaspectofe-business.Italsoconsistsoftheexchangeofdatatofacilitatethefina

8、ncingandpaymentaspectsofthebusinesstransactions.34课文录音课文录音Page 2课文注释课文注释 前页后页目录Broadlyspeaking,electroniccommerceistheproduction,advertising,saleanddistributionofproductsviatelecommunicationsnetworks.Nomatterwhatwecallit,itisnodoubtthatelectroniccommercehaschangedourconsuminghabitalotandbroughtagrea

9、tdealofbenefitandconveniencetobothbusinessesandconsumersaswell.Wealsobelievethatthedefinitionofelectroniccommercewillcontinuetoevolve,expandandvaryindifferenteyesinthefuture.参考译文课文录音课文录音Page 11)WhatisElectronicCommerceinyouropinion?2)WhatcanyoudowithElectronicCommerce?3)Electroniccommercehaschangedo

10、urconsuminghabitalot,hasntit?4)IsitsafetoconductbusinessonInternet?5)HaveyouevergotanythingfromtheInternet?Ifso,wouldyouliketoshareyourexperiencewithothers?前页后页目录1.3 Activities1.3.1 Critical thinking1)computernetworks计算机网络计算机网络2)theamountoftrade贸易额（贸易总量）贸易额（贸易总量）3)therapidspread快速普及快速普及4)financing融资

11、融资5)electronicdatainterchange(EDI)电子数据交换电子数据交换6）physicalitems有形产品有形产品7）supplychainmanagement供应链管理供应链管理8）allinterestedparties所有相关各方所有相关各方9）processing处理处理10）interaction交易交易前页后页目录1.3.2 Translation practice1.3.2.1 Give the Chinese equivalents of the following words or expressions:前页后页目录1.3.2.2GivetheEng

12、lishequivalentsofthefollowingwordsorexpressions1)电子商务电子商务electroniccommerce2)在交易过程中在交易过程中inthetransactionsprocess3)虚拟产品虚拟产品virtualitems4)电子资金转账电子资金转账electronicfundstransfer5)网络市场网络市场Internetmarketing6）数据交换）数据交换theexchangeofdata7）创新）创新innovation8）消费习惯）消费习惯consuminghabit9)促进促进facilitate10)配送配送distribu

13、tion1)ElectroniccommercereferstothebuyingandsellingofproductsorservicesoverelectronicsystemssuchastheInternetandothercomputernetworks.2)Alargepercentageofelectroniccommerceisconductedentirelyelectronicallyforvirtualitemssuchasaccesstoinformationyouwantonawebsite.3)Electroniccommercethatisconductedbe

14、tweenbusinessesisreferredtoasbusiness-to-businessorB2B.4)Broadlyspeaking,electroniccommerceistheproduction,advertising,saleanddistributionofproductsviatelecommunicationsnetworks.5)Nomatterwhatwecallit,itisnodoubtthatelectroniccommercehaschangedourconsuminghabitalotandbroughtagreatdealofbenefitandcon

15、veniencetobothbusinessesandconsumersaswell.1.3.2.3 Sentence translation from English to Chinese:前页后页目录1.3.2.4 Sentence translation from Chinese to English1)我希望他们不用说他们的行为是在帮助公司推销产品。（conduct）2)不及时回应客户，很容易引起客户的不满。(leadto)3)我们班有30个男生，20个女生。(consistof)4)不管我们身在何处、在做什么，我们都想要访问到我们的数据。（accessto）5)毫无疑问，电子商务的发

16、展速度会越来越快。(nodoubt)前页后页目录Ourclassconsistsof30boysand20girls.Nomatterwhereweareandwhatwedo,wejustwanttogetaccesstoourdata.Itisnodoubtthatthedevelopingofe-commercewillbefasterandfaster.Notreplyingtocustomerseasilyleadstotheirdissatisfaction.Ihopethereisnoneedtosaywhattheyconductishelpingpromotetheprodu

17、ctsfortheircompany.课文注释课文注释 前页后页目录The Evolution Of Electronic CommercePassage BWord Bank12Asisknowntoall,peoplehaveconductedbusinesswitheachotherforthousandsofyears.Theyhaveadoptednewtoolsandtechnologiesastheyhavebecomeavailable.Forexample,theadventofsailingshipsinancienttimesopenednewwaysoftradetob

18、uyersandsellers.Theprintingpress,thesteamengine,andthetelephone,eachchangedthewaypeopleconductedcommerceactivities.TheInternetwasopenedtocommercialuseduringtheearly1990s.ThattimeperiodalsosawthedevelopmentofWebserverandWebbrowsersoftware.By1995,therapidgrowthoftheInternetandtheWebhadcombinedwiththep

19、roliferationofpersonalcomputersinhomesandbusinessestocreateanewcommunicationsnetworkthatcouldsupportbusinesstransactionsasnothingeverhadbefore.Thesethreefactors-thecommercializationoftheInternet,theinventionoftheWeb,andtherapidgrowthofnetworkedPCs-combinedtomakeelectroniccommercepossible.3课文录音课文录音Pa

20、ge 1课文注释课文注释 前页后页目录ThenumberofWebsitesiscurrentlyestimatedtobewellovereightmillionandthenumberofWebdocumentsoverabillion.EachWebsitecanhavehundredsoreventhousandsofindividualWebpages.AsmorepeopleobtainaccesstotheWeb,commercialinterestinusingtheWebtoconductbusinesswillincreaseandthevarietyofnon-busin

21、essuseswillbecomeevengreater.AlthoughtheWebhasalreadygrownveryrapidly,manyexpertsbelievethatitwillcontinuetogrowatanincreasingratefortheforeseeablefuture.TheemergenceoftheInternetandtheWebasnewdatacommunicationtoolsisjustanotherstepintheincreasingefficiencyofbusinessprocesses.课文录音课文录音Page 2参考译文1.The

22、historyofE-commercehasmorethanathousandyears.2.Itwastheprintingpress,thesteamengine,andthetelephonethatchangedthewaypeopleconductedcommerceactivities.3.ThecommercializationoftheInternet,theinventionoftheWeb,andtherapidgrowthofnetworkedPCsarecombinedtomakeelectroniccommercepossible.4.ThenumberofWebdo

23、cumentsiscurrentlyestimatedtobewellovereightmillion.5.CommercialinterestinusingtheWebtoconductbusinesswillincreaseandthevarietyofnon-businessuseswillbecomeevengreatersincemorepeopleobtainaccesstotheWeb.前页后页目录1.6.1 Tell whether the following statements are (T) or false (F)答案1-F 2-T 3-T 4-F 5-T1newave

24、nuesoftradeA商务活动2commerceactivitiesB个人电脑的激增3WebbrowserC商业利益4theproliferationofpersonalcomputersD网页浏览器5commercialinterestE贸易新途径前页后页目录1.6.2 Match the English on the left with the Chinese on the right答案1-E 2-A 3-D 4-B 5-CFormat of Commerce Letters 商务信函格式商务信函格式Indentedstyleiseasiertoread,butitisrarelyus

25、edinbusiness.Itisaslightlylessformalmodificationoffullblockformat.Somepeoplestilluseitforhandwrittenpersonalletters.1.7.1.1Featuresoftheindentedformatinclude:YouraddressisontherighthandsideofthepageThedateisontherightTheclosing,signature,andprintednameareallindentedtotherighthalfofthepageThegreeting

26、isflushleft.Thefirstlineofeachparagraphisindented,itstarts1cmfromthemargin.Alineisnotplacedbetweeneachparagraph1.7.1.2Hereisanexampleofaletterwritteninanindentedstyle:Sample前页后页目录1.7BasicE-commerceEnglishWriting1.7.1 Indented Style 缩进式缩进式Thecommonestlayoutforthebusinesslettertodayisknownastheblocked

27、style.Itisconsideredthemostformal.Inthisstyleallnewlinesoftypingarerangedtotheleft,alltextstartsattheleftmargin.1.7.2.1Featuresoffull-blockedformatinclude:AlltextstartsattheleftmarginNopunctuationintheaddressesNopunctuationinthegreetingNopunctuationinthefarewellInsideaddress,salutation,closingandsig

28、natureareallontheleftAnemptylineseparateseachparagraphFourspacesforthesignature1.7.2.2Hereisanexampleofaletterwritteninafull-blockedstyle:Sample前页后页目录1.7.2 Full-block Style 全齐头式全齐头式 Thisformatisacombinationofindentedstyleandblockstyle;alltheparagraphsareblockedagainsttheleftmarginexceptletterheading

29、,date,complimentarycloseandsignaturetotherightofthecenterofthepaper.1.7.3.1Featuresofamodifiedblockformatinclude:YouraddressisontherighthandsideofthepageThereisnopunctuationintheaddressesThedateisontherighthandsideofthepageThefarewellisontherighthandsideofthepageAnemptylineseparateseachparagraphInsi

30、deaddress,salutationandbodypartsallstartattheleftmargin1.7.3.2Hereisanexampleofaletterwritteninamodifiedblockedstyle:Sample前页后页目录Semi-block Style 混合式混合式/半齐头式半齐头式1)Trytoanswerthefollowingquestions:a)Basedonwhatwehavelearned,whichisthemostformalformatforaletter?b)Ifparagraphsareindented,wherewillthesi

31、gnaturebe?c)Ifthedateisflushright,whereistheinsideaddressinindentedstyle?2)Discussthecharacteristicofthethreeletterstylesyouhavelearned.(OPEN)3)WritealettertoMr.Johnson,invitehimtoattendtheanniversaryofyournineyearsofbusinessenterprise,useaproperformatandsignyourownname.(Nodefiniteanswer)前页后页目录1.7.4

32、 Writing PracticeFlushleftFull-BlockAlignedunderthedateToday,theInternetisanenormousnetworkofmillionsofcomputersallowingconstantcommunicationthroughouttheworld.Itincludes:theWorldWideWeb,electronicmail(e-mail),FiletransferProtocol(FTP),InternetRelayChat(IRC)andUSENET(newsservice).TheWorldWideWebisth

33、epartoftheInternetthatmostusersseeanduseandwhichhasmadeitsopopular.Thewebcontinuestogrowatanabsolutelyincrediblerate.Technologyhasimprovedtosuchanextentthatthewebisnowconsideredtobeindispensableforeducation,businessandentertainment.Therearebillionsofpagesonthewebandthousandsmoreareaddedeveryhour.E-M

34、ailAnyonecanapplyforane-mailaddressandsendandreceivemessagesfromtheircomputer.Themainbenefitisthealmostinstantaneousdeliveryofmessages.Ane-mailtotheothersideoftheworldtakesafewseconds.Youcanalsosignuptoautomaticallyreceivenewslettersandotherinformation,delivereddirectlytoyourcomputer.前页后页目录TheIntern

35、et1.8 Expanding Reading FileTransferProtocolWebpagesaretransferredbetweencomputersusingtheHTTPprotocol,withothertypesoffilessentusingFTP.Userscansharefiles,suchasmusicandvideosbetweenthemselvesandtherestoftheworldbyuploadingthemtoaserverandthenallowingotherstodownloadthemtotheirowncomputers.Internet

36、RelayChatIRCisaserviceallowingyoutoconnecttoyourchosenchannelandtalktootherswiththesameinterests.Bydownloadinganappropriateprogramme,youcanstartchattingrightaway.USENETUSENET(UnixUserNetwork)isasystemofbulletinboardswherebymessagesandpointsofviewcanbepostedtobereadandrepliedto.SimilartoIRC,allsortso

37、ftopicsarediscussedandawiderangeofgroupstakepart.ThereisnodoubtthattheInternetwillhaveanincreasinginfluenceontheworldinfuture.前页后页目录VisitthefollowingfamouswebsitesthroughtheInternetandtrytolearnmorefeaturesofe-commerce:1)http:/2)http:/ Work Online前页后页目录本单元学习完毕退出学习返回目录electroniccommerce电子商务transporta

38、tion/,trnsptein/n.运输conduct/kndkt/v.经营；管理physicalitem真实（有形）物品extraordinarily/ikstr:dnrili/adv.非常；格外地；非凡地retailer/ritel/n.零售商innovation/,inuvein/n.创新，革新；新方法specific/spisifik/adj.特殊的，特定的；明确的；详细的transaction/trnzkn/n.交易；事务pre-qualifiedparticipant准参与者interchange/,nttend/v.交换；互换facilitate/fsiliteit/v.促进；帮

39、助；加速percentage/psentid/n.百分比；百分率telecommunications/telik,mju:nikeinz/n.通讯virtualitem虚拟物品evolve/ivlv/v.发展，进化involve/invlv/v.包含；牵涉；陷于Word Bank AWord Bank AWord Bank ARETURN单词录音单词录音Word Bank BWord Bank BWord Bank Badopt/dpt/v.采取；接受available/veilbl/adj.有效的，可得的；可利用的advent/dvnt/n.到来；出现commercial/km:l/adj.

40、商业的proliferation/pru-,lifrein/n.增殖，扩散commercialization/k,m:laizein/n.商品化，商业化estimate/estimeit/v.估计，估量；判断，评价individual/,individjul/n.个人，个体foreseeable/f:si:bl/adj.可预知的；能预测的emergence/im:dns/n.出现，浮现；发生efficiency/ifinsi/n.效率；效能；功效RETURN单词录音单词录音参考译文参考译文A A 电子商务就是指通过互联网和计算机网络而进行的产品或服务的买卖交易活动。正是由于互联网的快速普及，所

41、以使得电子贸易额增长极为迅猛。这种通过电子方式开展的商务活动涉及面非常广泛，从而导致了许多方面的创新，如电子资金转账、供应链管理、网络营销、在线交易处理、电子数据交换等等。尽管现代电子商务包含了应用较广的技术，例如电子邮件，但通常情况下，它至少会在交易过程的某个时刻会使用到万维网。在电子商务活动中，大部分虚拟产品完全可以通过电子方式进行买卖，比如你可以在某个网站上获取你想要的虚拟产品信息。不过大多数电子商务还是涉及到以某种方式对有形产品进行运输得问题。网络零售商有时也称为电子零售商，在线零售有时也称为电子零售。几乎所有的大型零售商在网上都有自己的网站。企业之间开展得电子商务活动指的就是企业对企

42、业的电子商务模式，或称B2B。企业对企业的电子商务既可以对交易过程中的所有相关各方开放，也可以只限于对那些特殊的、获得准资格的参与者开放。企业与与客户之间开展得电子商务，就是指企业对客户的电子商务模式，或称B2C。像亚马孙公司所从事的就是这种类型的电子商务活动。电子商务还往往被认为是电子企业方的销售活动。电子商务还包含了促进融资和商务交易支付方面的数据交换。从广义上来讲，电子商务是指通过通讯网络进行产品的生产、宣传、销售和配送的活动。无论人们怎样对它称呼，电子商务已经极大地改变了人们的消费习惯，也给企业和消费者带来了极大的利益和便利。这一点是毫无疑问的。我们也相信，在将来，电子商务的定义还会继

43、续发展扩大，在不同人的眼中，其意义会随之而异的。RETURN仅供参考初识电子商务初识电子商务 参考译文参考译文B B RETURN仅供参考 众所周知，人们相互做买卖已有数千年之久。正是因为新型的工具和技术已经变得唾手可得，所以人们采用了它们。例如，古代帆船的出现，给买卖双方开辟了新的贸易方式。 早在20世纪90年代，互联网就开始对商用开放了。那个时代也见证了网络服务器以及网页浏览器软件的发展。到了1995年，快速发展的互联网和网页，与为数激增的企业和家用的个人电脑一道创造出新型的通信网络，这种网络能支持商务交易，这种网络交易是前所未有过的。这三大因素互联网的商业化、网页的发明以及网络个人电脑的

44、快速增长结合在一起，使电子商务的形成成为了可能。 据估计，目前网站的数目已大大超过了八百万个，而网页文件的数目更是超越了十亿。每个网站可以拥有数以百计，甚至是数以千计的个人网页。由于越拉越多的人能够上网，利用网络经商的商业利润就会增加，甚至那些各种各样的非商业性质的用途就会更加广泛。 尽管网页增速已经十分快速了，但是许多专家认为，在可预见的未来它还将继续不断地增速。作为新型数据通信工具的互联网和网页，它们的出现也只不过是提高业务处理效率的又一举措而已。 电子商务的发展电子商务的发展 RETURNOverViewofE-Commerce电子商务英语教程电子商务英语教程（第二版）（第二版）Engl

45、ishForE-CommerceEnglishForE-Commerce开始学习ENTERChapter 1 Over View of E-Commerce第一章第一章 电子商务概述电子商务概述Unit 1Unit 1Unit 2Unit 2Unit 3Unit 3ContentsObjectivesObjectivesPassageBWordBankBActivitiesBPassageAWordBankAActivitiesAExpandingReadingWorkonlineBasicE-commerceEnglishWritingInthisunit,youwilllearn:RETU

46、RN1 1 theimpactscausedbyelectroniccommerce1 1 thenegativeeffectonexistingemployment1 1 thebasictechnologyofE-Commerce1 1 BasicE-commerceEnglishWritingFocus:understandingtheeffectsofelectroniccommerceNodus:dealwiththeissuescausedbyelectroniccommerce课文注释课文注释 前页后页目录Passage AImpacts from E-CommerceElect

47、roniccommerceishappeningworld-wide.ThoughtheUSA,JapanandEuropeareleadingtheway,electroniccommerceisessentiallyglobalinbothconceptandrealization.Itsgrowingveryfast.And,withthematuringofEDIandtherapidgrowthofInternetandtheWorldWideWeb,itsgrowingevenfaster.TheInternetprovidesconsumerswithaworldofchoice

48、s.Banking,shopping,gambling,andgamingcanbedoneonline.Accesstoreal-timestockdataisavailabletoanyonewithanInternetconnection.Newsismadeavailableasitoccurs.Youcannowsearchforthebestpriceonanitemwiththeclickofthemouse.Theconveniencesaffordedbyelectroniccommercearelimitless.Neverbeforehasapersonhadsomany

49、optionsatsuchaspeed.Theimpactofelectroniccommercewillbepervasive,bothoncompaniesandonsocietyasawhole.Forthosecompaniesthatfullyexploititspotential,electroniccommerceoffersthepossibilityofbreakpointchangesthatsogreatlychangecustomerexpectationsthattheyre-definethemarketorcreateentirelynewmarkets.12Wo

50、rd Bank课文录音课文录音Page 13课文注释课文注释 前页后页目录Allothercompanies,includingthosethattrytoignorethenewtechnologies,willthenbeimpactedbythesechangesinmarketsandcustomerexpectations.Equally,individualmembersofsocietywillbepresentedwithentirelynewwaysofpurchasinggoods,accessinginformationandservices,andinteracting

51、withbranchesofgovernment.Choicewillbegreatlyextended,andrestrictionsofgeographyandtimeeliminated.Theoverallimpactonlifestylecouldwellbecomparableto,say,thatofthegrowthincarownershiporthespreadofthetelephone.Page 2Besides,thereisawidespreadperceptionthatelectroniccommercewillhaveanegativeeffectonexis

52、tingemployment,particularlyinbusinesses,whichareunpreparedforitschallenges.Thegreatestthreatisperceivedtobetoemploymentinretailintermediaries,astechnologyallowsproducerstodealmoredirectlywithcustomers.Particularproblemsareseenaslikelyforsmallandmedium-sizedcompanies,whichhavelesscapacityforlogistica

53、linvestmentandinnovation,astheycannotbenefitfromeconomiesofscaleinthewaythatlargercompaniescan.参考译文课文录音课文录音4561)Howdoeselectroniccommerceprovideuswithmoreoptionsthaneverbefore?2)Whatwillbepervasive,bothoncompaniesandonsocietyasawhole?3)Howcanyounowsearchforthebestpriceonanitemaccordingtothetext?4)Wh

54、owillthenbeimpactedbythesechangesinmarketsandcustomerexpectations?5)Thereisawidespreadperception.Whatisit?前页后页目录2.3 Activities2.3.1 Critical thinking1)individualmembersofsociety社会个体成员社会个体成员2)aworldofchoices许许多多的选择许许多多的选择3)retailintermediaries零售中介零售中介4)real-timestockdata实时库存数据（资料）实时库存数据（资料）5)awidespr

55、eadperception人们普遍认为人们普遍认为6）interactingwithbranchesofgovernment与政府部门互动与政府部门互动7）newwaysofpurchasinggoods新的购物方式新的购物方式8）customerexpectations顾客的期望顾客的期望9）createentirelynewmarkets开发全新的市场开发全新的市场10）ignorethenewtechnologies忽视新技术忽视新技术前页后页目录2.3.2 Translation practice2.3.2.1 Give the Chinese equivalents of the f

56、ollowing words or expressions:前页后页目录2.3.2.2GivetheEnglishequivalentsofthefollowingwordsorexpressions1) 快速发展（增长）快速发展（增长） rapid growth 2) 突破点突破点 breakpoint3) 获取信息和服务获取信息和服务 accessing information and services4) 以那样的速度以那样的速度 at such a speed 5) 地域和时间的制约地域和时间的制约 restrictions of geography and time6） 小车拥有量小

57、车拥有量 car ownership7） 网络连接网络连接 Internet connection 8） 负面影响负面影响 a negative effect9) 现有的就业现有的就业 existing employment10) 中小型企业中小型企业 small and medium-sized companies1)ThoughtheUSA,JapanandEuropeareleadingtheway,electroniccommerceisessentiallyglobalinbothconceptandrealization.2)TheInternetprovidesconsumers

58、withaworldofchoices.Banking,shopping,gambling,andgamingcanbedoneonline.3)Youcannowsearchforthebestpriceonanitemwiththeclickofthemouse.4)Allothercompanies,includingthosethattrytoignorethenewtechnologies,willthenbeimpactedbythesechangesinmarketsandcustomerexpectations.5)Thegreatestthreatisperceivedtob

59、etoemploymentinretailintermediaries,astechnologyallowsproducerstodealmoredirectlywithcustomers.2.3.2.3 Sentence translation from English to Chinese:前页后页目录2.3.2.4 Sentence translation from Chinese to English1)如果可能，您应该检查所有可用的数据。（available）Ifpossible,youshouldexaminealldataavailable.1)这种产品太贵，我们买不起。(aff

60、ord)Thisproductissoexpensivethatwecannotaffordtobuyit.3)互联网能给我们提供大量的信息。(provide)TheInternetcanprovideuswithaworldofinformation.4)消除世界上所有的贫穷是不可能的。（eliminate）Itisimpossibletoeliminateallthepovertyintheworld. 5)他们提出来的这些问题决不可被忽视。(ignore)Thequestionsputforwardbythemcannotbeignored.前页后页目录课文注释课文注释 前页后页目录Th

61、e Issue of Collecting TaxesPassage BWord Bank12E-commerceofferscustomersthechancetoeliminatemanystagesinthesales/distributionchain.Themarkupsthatoccurbetweenmanufacturers,wholesalers,distributors,retailersandconsumerscanaddthecostofgoodspurchasedbyconsumers.Incontrast,whenconsumersdealdirectlywithma

62、nufacturersontheInternet,theprocess,inwhichtheintermediariesbetweenthemanufacturerandthefinalconsumerareeliminatedfromthesupplychain,isknownasdisintermediation.E-commercediffersfrommailorderandtelephonepromotion,thetwomosttraditionalformsofbusinessusingremotesellers,becausetheseinvolvethedeliveryofg

63、oodsbycommoncarriertoandfromaspecificphysicallocation.Inshort,thereisstillaphysicaldeliveryofgoodsfromanidentifiablesellertoanidentifiablebuyer.Page 1课文录音课文录音课文注释课文注释 前页后页目录E-commercepresentsanunprecedentedchallengetofederalandstatetaxauthorities.Statesandlocaljurisdictionshavebeentroubledbytheissue

64、ofcollectingtaxesfromout-of-state-mail-ordersellersandtelephonesolicitorsfordecades;e-commerceenablesalmostanybusinesslargeorsmalltoselltocustomersindifferentstatesandcountries.Out-of-statevendorsengagedine-commercedonothaveanobligationtocollectsalestaxesiftraditionalremotesellers,suchasmail-orderre

65、tailersandtelephonesolicitationvendors,donotcollectsalestaxes.Salestaxcannotbecollectedonatransactionjustbecausethepurchaserusese-commercetoaccessthesellerscomputertoacquireproperty,goodsorservice.Page 2参考译文345课文录音课文录音1.Customersareofferedthechancetogetridofmanystagesinthesales/distributionchain.2.“

66、Disintermediation”meanstoeliminatetheintermediariesfromthesupplychainbetweenmanufacturerandfinalconsumer.3.Agreatchallengeisbroughttofederalandstatetaxauthoritiesbye-commerce.4.Thepurchaserusese-commercetoaccessthesellerscomputertoacquireproperty,goodsorservice,sothattheycanhardlyavoidcollectingsale

67、staxes.5.Statesandlocaljurisdictionshavenotroublecollectingtaxesfromout-of-state-mail-ordersellersandtelephonesolicitors.前页后页目录2.6.1 Tell whether the following statements are (T) or false (F)答案1-T 2-T 3-T 4-F 5-F前页后页目录2.6.2 Match the English on the left with the Chinese on the right答案1-C 2-E 3-D 4-B

68、 5-A1sales/distributionchainA交货2unprecedentedchallengeB征收销售税3obligationC销售链4collectsalestaxesD义务5deliveryofgoodsE前所未有的挑战Structure of Commerce Letters 商务信函结构商务信函结构Mostletterscommonlyincludethefollowingnineparts,makesureyouincludethenecessarypartsinaclear,correctandprofessionalmanner.前页后页目录2.7BasicE-c

69、ommerceEnglishWritingIntroduction4Aletterheading4Adateline4Aninsideaddress4Asalutation4Abody4Acomplimentaryclose4Asignature4Attentionline4Subjectlines信头日期封内地址称呼正文信尾敬语签名经办人姓名事由或标题Theheadingofaletteristheaddressofthesender.Theheadingcontainsanaddress,aphonenumber,faxnumber,anemailaddressetc.Oftenheadi

70、ngsaresetupusingaspecificcompanylogo.Inthesecases,theheadingmayalsoincludethecompanyname.Forexample:Sample前页后页目录2.7.1 Letterheading (信头)TechnicalDevelopingCo.,Ltd.3518WestMainStreetAnyTown,AK,5566Telephone:(999)123-6688Fax:(999)123-Thedateshouldalwaysbetypedinfullandnotabbreviated.Youcanorderthedate

71、lineasfollows:month(spelledouttoavoidconfusion),dayandyear.Forexample:February28th,2001Sample前页后页目录2.7.2 A Date Line （日期）2.7.3 Inside Address （信内地址）Thisistheaddressyouaresendingyourletterto.Makeitascompleteaspossible.Itconsistsofthefollowingorder:therecipientsname,position,organizationandbusinessadd

72、ress.Itshouldcontainthesameinformationthatwillbeusedontheenvelope.Thisisalwaysontheleftmargin.Skipalineaftertheheadingbeforetheinsideaddress.Skipanotherlineaftertheinsideaddressbeforethesalutation.Thesalutationisthelettersgreeting.Itistypedtwolinesdown,flushwiththeleftmargin.Itistheintroductoryphras

73、e,“Dearnameofrecipient.”Eitheracommaoracoloncanbeusedattheendofthisphrase.Thefollowingchartlistsappropriatesalutationsforvarioussituations.前页后页目录2.7.3 Salutation （称呼）Ifyouwanttosendaformletterorifyoucantfindaspecificname,youmaychooseonesuchas:DearCommitteeMember:DearMeetingPlanner:DearColleagues:ToA

74、llSalesReps:ToWhomItMayConcern:DearSirorMadam:DearMadamorSir:DearPurchasingAgent:Ifyourletterisaddressedtoacompany,thepropersalutationis:GentlemenorLadies:LadiesorGentlemen:前页后页目录Ifyourletterisaddressedtoanorganizationofonlywomenoronlymen,use:DearSirs:DearLadies:DearMesdames:Gentlemen:Ladies:Ifyoudo

75、notknowthegenderofthepersontowhomyourewriting,useoneofthefollowing:DearKimKrause:DearK.Krause:Afterformalsalutations,useacolon.Afterinformalsalutations,useacomma.WhetheryouusethefirstorlastnameandwhetheryoudroptheDearmakesyourlettereithermoreorlessformal:DearMr.Jones:(mostformal)DearJoan:DearJim,Jim

76、,(veryinformal)Thebodyoftheletter,orthemessage,containsyourmessage,whichbeginstwolinesbeneaththesalutation.Usuallythebodyparagraphsshouldbesinglespacedwithtwospacesbetweeneachparagraph.Thebodytextusuallyincludes:(1)Abriefintroductorysection-generallyfivelinesorfewer-thatidentifiesyou,yoursubjectandy

77、ourpurpose;(2)Oneormorebodyparagraphsthatcontainthedetailsofyourmessage;(3)Aconclusionthatsumsupthecontentsandencouragesaction.E.g.前页后页目录2.7.4 Body of the Letter （正文）Ourcompanyhasdevelopedanewrangeofsweetpiefillings.Theyaremadefrompurefruit,containnoartificialflavors,coloringsandpreservatives,andare

78、sugarandfatfree.Iamenclosingfurtherinformationandapricelist.Ifyouareinterestedinafreesampleandademonstrationofourproducts,donothesitatetocontactus.Thecomplimentaryclosingisthepartofabusinessletterinwhichyouwrite your closing such as Sincerely”,” Cordially or Respectfully.Keepyourcomplimentaryclosepr

79、ofessional.Furthermore,manybusinessletterwritersliketoaddatransitionphrasetolinkthebodytotheend.前页后页目录2.7.5 Complimentary Closing （信尾敬语）Whenyouwritethecomplimentaryclosing,youshouldfollowtheguidelines:PlacetheclosingtwolinespacesbelowthelastlineoftextChooseaclosingthatparallelsthelevelofformalityuse

80、dinyoursalutation.IntwowordclosingssuchasSincerelyyours,andYourstruly,capitalizethefirstwordonly.Placeacommaafterthecomplementaryclosing.(ExceptFullBlockFormat)Bestwishes,Kindestregards,Withkindestpersonalregards,Bestregards,Cordially,Onceagainmanythanks,Bestwishesforyourfuture,Ilookforwardtoseeingy

81、ousoon,SampleSign the name in the space between the close and the signature line,starting at the left edge of the signature line, and usually the name ofsignerisfollowedbyhisjobtitleorposition.Forexample:前页后页目录2.7.6 Signature （签名） Sincerely,(Signature goes here) (Mrs.)ElisabethBellDirectorofAcquisit

82、ions2.7.8 Attention line ( 经办人姓名)Whenyoucannotaddressabusinesslettertoaparticularperson,useanattentionline，thatmeansyouhopetheletterisledtoaparticularpersonordepartmentwhentheletterisaddressedtoacompany.SampleDepartmentofJournalism,ColoradoStateUniversityClarkC223FortCollins,CO80526Attention:HumanRe

83、sourceManagerSubjectlinesshouldconveysomethingimportant,timelyorvaluable,itisapartofthebodyofabusinessletter,anditisplacedbelowthesalutation.Forexample:前页后页目录2.7.9 Subject lines ( 事由或标题)DearSirorMadam,SUBJECT:WebDesignConferenceinNorwayAStandardBusinessLetterSample1)Whichofthefollowingisavalidlyform

84、atteddate?A.Feb.28th,2001B.28thFebruary,2001C.February28th,01D.February28th,20012)Whichofthefollowingisavalidlyformattedinsideaddress?A.Mr.PatMcCann,PersonnelDirectorABCInc.12PennyLaneBlacksburg,VA24060C.PatMcCann,PersonnelDirectorABCInc.12PennyLaneBlacksburg,VA240603)Whichofthefollowingarevalidanda

85、ppropriateclosings?A.CordiallyB.Yourobedientservant,C.IcandonothingbutkneelinaweofyourpresenceD.Yourssincerely,前页后页目录2.7.10 Writing Practice答案 1-D 2-A 3-A B.Mr.PatMcCann-PersonnelDirectorABCInc.12PennyLaneBlacksburg,VA24060D.Mr.PatMcCann,PersonnelDirectorABCInc.12PennyLaneBlacksburg,VAInternetExplor

86、er8isthesetofcoreWebbrowsingtechnologiesinWindowsXP.ThesecoretechnologieshaverecentlybeenupdatedaspartofWindowsXPServicePack2(SP2)withAdvancedSecurityTechnologies.InternetExplorer8SP1,thelatestversionofInternetExplorer,providesaflexibleandreliablebrowsingexperiencewithenhancedWebprivacyfeaturesforal

87、lWindowsusers.ThisversionincludesafullinstallationoftheWebbrowserandthemostrecentversionofOutlookExpress,thee-mailclientthatisincludedwithInternetExplorer.Whetheryouareahomeuserbrowsingcontentorgettinge-mailontheWeb,anITadministratordeployingandmaintainingarichsetofWindowsInternettechnologies,oraWeb

88、developercreatingWebcontent,InternetExplorer6givesyouthefreedomtoexperiencethebestoftheInternet.ThisoverviewdescribessomeofthemajorfeaturesandtechnologiesofInternetExplorer,providesinformationonhowtogetthelatestversion,andofferslinkstomoreinformationsoyoucanstartgettingmorefromtheWebthewayyouwant.前页

89、后页目录InternetExplorer8OverviewInternetExplorer8Overview2.8 Expanding Reading InternetExplorer8includesmanynewandenhancedfeaturesthatcansimplifythedailytasksthatyouperform,whilehelpingyoutomaintaintheprivacyofyourpersonalinformationontheWeb.HereisaquicklookatsomeofthemajorfeaturesofInternetExplorer8th

90、athelptoprovideaflexibleandreliablebrowsingexperienceontheWeb.Withnew,innovativebrowsercapabilitiesandfeaturessuchasAutoImageResizing,ImageToolbar,MediaBar,andPrintPreview,itseasytomanage,save,andprintyourpicturesandothermediafromWebpages.FeaturessuchasFavorites,AutoComplete,History,andtheSearchComp

91、anionhelpyouquicklyfindwhatyouneedonline.AndthecustomizablebrowsinglayoutmakesiteasytochangeyourlayoutsoyoucanexperiencetheWebthewayyouwant.InternetExplorer8helpsyoumanageyoursecurityandprivacypreferenceswhileontheInternetwithtoolsthathelpyousafeguardyourfamilysbrowsingexperience.Managecookiestohelp

92、controlthepersonalinformationthatWebsitescollectaboutyou,setdifferentlevelsofsecurityfordifferentsitesontheWebwithSecurityZones,anduseContentAdvisortohelpblockaccesstoobjectionablecontent.ThesetoolssupportthePlatformforPrivacyPreferences(P3P),atechnologyunderdevelopmentbytheWorldWideWebConsortium(W3

93、C).InternetExplorer8helpsdeliveramorestableandmorereliablewebbrowsingexperience.Newfaultcollectionserviceshelptoidentifypotentialproblemsthatneed.前页后页目录OpenyourIEandenterinanyofthefollowingURLsandseewhatwouldhappen:2.9 Work Online前页后页目录本单元学习完毕退出学习返回目录Word Bank AWord Bank AWord Bank ARETURNconcept/kn

94、sept/n.观念，概念breakpoint/breikpint/n.突破口；断点realization/,rilaizein/n.实现；领悟expectation/,ekspektein/n.期待；预期；指望mature/mtju/adj.成熟的；充分考虑的restriction/ristrikn/n.限制；约束；束缚v.banking/bki/n.银行业；银行业务eliminate/ilimineit/v.消除；排除gambling/mbli/n.赌博；博彩业perception/psepn/n.知觉；感觉；看法afford/f:d/v.给予，提供；买得起negative/netiv/ad

95、j.负面的；消极的；否定的pervasive/p:veisiv/adj.普遍的intermediary/,ntmidr/n.中间人；仲裁者；调解者exploit/eksplit/v.开发，开拓capacity/kpsti/n.能力；容量；资格，生产力potential/putenl/adj.潜在的；可能的；n.潜能investment/investmnt/n.投资；投入单词录音单词录音Word Bank BWord Bank BWord Bank BRETURNdistribution/,distribju:n/n.分布；分配markup/m:kp/n.涨价；利润disintermediati

96、on/,dsntmide()n/n.非居间化identifiable/aidentifaibl/adj.可辨认的unprecedented/,npresidntid/adj.空前的；无前例的authority/:rti/n.权威；权力；当局jurisdiction/,durisdikn/n.管辖权；权限solicitor/slisit/n.募捐者；掮客vendor/vend/n.卖主；小贩；供应商obligation/,bliein/n.义务；职责remote/rimut/adj.遥远的；偏僻的单词录音单词录音参考译文参考译文A A 电子商务已在全球悄然兴起。虽说美国，日本和欧洲走在了这个领域

97、的前列，但电子商务在其概念和可实现性方面具有全球性，发展迅猛，同时，随着电子数据交换（EDI）的日益成熟和万维网的快速发展，电子商务的发展速度会越来越快。互联网给消费者提供了数之不尽的选择。银行业务，购物，赌博和游戏可以在网上完成。互联网的连接可以让任何人获得实时股票数据。一旦有新闻发生，就能即时传播。你现在只需点击一下鼠标就可以搜索某种商品的最好价格。电子商务提供的便利是不可限量的。人们从没有能像现在这样，拥有这么多（电子商务所带来）的如此快捷的选择。对于公司和社会整体而言，电子商务的影响将是全方位的。对于那些能充分挖掘其潜能的企业来说，电子商务使其实现突破性变化成为可能。这些突破性变化使顾

98、客的观念发生了重要的改变，因此人们不是将市场进行重新定位，就是去开辟全新的市场。其他公司包括设法忽略新技术的那些企业将被在市场和顾客期望上的这些变化所影响同样，社会个别成员将被提供采购货物，获取信息和服务，并与政府部门互动的全新方式。选择很大地将被扩大，并且将消灭地理和时间的制约。电子商务对于人类生活方式的总体影响，完全可以与汽车拥有增长幅度和普及电话相提并论。除此以外，人们还普遍认为，电子商务对于目前的就业形势产生了一个消极的影响，特别是对于那些还没有准备好应对挑战的企业来说。人们觉察到最大的威胁存在于零售中介职业，因为技术已经使生产者和消费者可以更为直接地进行交易。人们认为这种特殊的问题很

99、有可能是中小型企业所面临的。因为这些企业物流投资和创新的能力比较小，他们无法像大型公司那样从规模经济中受益。RETURN仅供参考电子商务的影响电子商务的影响 参考译文参考译文B B RETURN仅供参考电子商务为客户提供消除在销售和配送链中诸多环节的可能性。我们知道，经过生产商、批发商、经销商、零售商到顾客之间的层层加价，从而使得消费者所购买的商品价格增加了。相形之下，如果消费者通过互联网与生产商直接交易，那么，生产商与最终消费者之间的中介，就会从供应链中被排除，此过程被称为“非中介化”。电子商务与电子订单和电话推销这两种远程卖家使用的最为传统的形式不同，因为这些涉及公共承运人因为它包括了公用

100、运输业者从/至指定地点的货物交付。简而言之，仍然需要从一位可以确认的卖主到一位可以确认的买主，进行实质性地交货。电子商务对联邦税务和州税务当局提出一个史无前例的挑战。几十年来，美国联邦政府和地方执法部门一直受到向国外邮购销售者电话销售者征税的问题困扰。电子商务使几乎所有的企业，无论大小，都能将产品推销给身处不同的州或国家的客户。在州外从事电子商务的供应商，他们没有征收销售税的义务。传统的那些远程销售商-如邮购零售商，电话推销商-他们都不会收销售税(即不开增值税发票)。交易所产生的销售税无法征收，这只是因为买方使用电子商务直接能够访问到卖家的电脑，从而能直接获取所购的财物、商品或服务。电子商务导

101、致的税收问题电子商务导致的税收问题 电子商务英语教程电子商务英语教程（第二版）（第二版）EnglishForE-CommerceEnglishForE-Commerce开始学习ENTERChapter 1 Over View of E-Commerce第一章第一章 电子商务概述电子商务概述Unit 1Unit 1Unit 2Unit 2Unit 3Unit 3ContentsObjectivesObjectivesPassageBWordBankBActivitiesBPassageAWordBankAActivitiesAExpandingReadingWorkonlineBasicE-co

102、mmerceEnglishWritingInthisunit,youwilllearn:RETURN1 thegeneralideaofmobileelectroniccommerce1 effectcausedbyterminaltechnologies1 thebasictechnologyofE-Commerce1 BasicE-commerceEnglishWritingFocus:understandingtheconceptofmobileelectroniccommerceNodus:howtomakeuseofmobileelectroniccommerce课文注释课文注释 前

103、页后页目录Passage AMobile E-CommerceMobilee-commerceisreferredtowirelessterminals,suchaselectronicbusinessmobilephones,PDAs,handheldcomputersandsoon,whichareusedtoconductB2B,B2CorC2Ccommerce.IthasperfectlyputtogethertheInternet,mobilecommunicationtechnologies,theshortdistancecommunicationandinformationpr

104、ocessingtechnologies.Sopeoplecancarryoutavarietyofbusinessactivitiesatanytime,anyplace,candoshoppingandtransactionwheneverandwherevertheygo.Andpeoplecanalsoachieveonlineandofflineshoppingandtransactions,onlineelectronicpaymentandvariousbusinessactivities,financialactivitiesandrelatedcomprehensiveser

105、viceactivities.Ascontentdeliveryoverwirelessdevicesbecomesfaster,andmoresecure,somebelievethatm-commercewillsurpassinternete-commerceasthemethodofchoicefordigitalcommercetransactions.ThismaywellbetruefortheAsia-PacificwheretherearemoremobilephoneusersthanthereareInternetusers.12Word Bank课文录音课文录音Page

106、 13课文注释课文注释 前页后页目录Comparedwiththee-commerceperformedthroughtheplatformoftraditionalcomputers(desktopPCs,laptopcomputers),mobilee-commercehasenjoyedabroaderuserbase.Bytheendof2011,thenumberofChinasInternetusershadreached513million,whilethenumberofthemobilephoneusershadreachedmorethan1billion,inwhicht

107、hescaleofthemobileInternetusershadcomeupto360million.Withthereleaseof3Glicenses,EricssonforecasttoTencentTechnologythatin2011thenumberofmobilebroadbandsubscriberswouldsurpassthefixedbroadbandsubscribers.Soithasawidermarketprospect.Atpresent,Chinahasbecomethelargestmobilephoneuserintheworld.Obviously

108、,comparingcomputerswithmobilephones,onecaneasilyseethatthepopularityofmobilephonesisfarmorethanthatofcomputers.Regardingtotheconsumergroups,thebaseofthemobilephoneuserscontainsthosemiddleandhigh-enduserswhohavegotstrongspendingabilities,whiletheyoungpeople,whohavetraditionallackofabilitytopay,domina

109、teinthetraditionalinternetusers.Henceitisnotdifficulttoseethatthemobilee-commercetakingmobilephonesasthemediaissuperiortothetraditionale-commercebothinscaleofusers,orinconsumptionabilityofusers.4Page 2参考译文课文录音课文录音51)Whatismobileelectroniccommerce?2)Whencanpeoplecarryouttheirbusinessactivitieswithmob

110、ilee-commerce?3)Doyoubelievethatm-commercewillsurpassinternete-commerceasthemethodofchoicefordigitalcommercetransactions?4)ThenumberofChinasInternetusershadreachedmorethan1billionbytheendof2011,isntit?5)Canyoutellusastoryaboutshoppingwithyourmobilephone?前页后页目录3.3 Activities3.3.1 Critical thinking1)P

111、DAs个人数字助理个人数字助理2)mobilecommunicationtechnologies移动通讯技术移动通讯技术3)informationprocessingtechnologies信息处理技术信息处理技术4)onlineelectronicpayment在线电子支付在线电子支付5)comprehensiveservice综合服务综合服务6）mobilebroadbandsubscribers移动宽带用户移动宽带用户7）awidermarketprospect更宽广的市场前景更宽广的市场前景8）thelargestmobilephoneuserintheworld全球最大的手机用户全球

112、最大的手机用户9）thepopularityofmobilephones手机的普及手机的普及10）consumptionabilityofusers用户消费能力用户消费能力前页后页目录3.3.2 Translation practice3.3.2.1 Give the Chinese equivalents of the following words or expressions:前页后页目录3.3.2.2GivetheEnglishequivalentsofthefollowingwordsorexpressions1) 无线终端无线终端 wireless terminals 2) 短程通

113、讯短程通讯 the short distance communication 3) 在线和离线购物在线和离线购物 online and offline shopping 4) 更为广泛的用户基础更为广泛的用户基础 a broader user base 5) 金融活动金融活动 financial activities 6）传统计算机平台）传统计算机平台 the platform of traditional computers 7） 无线装置（设备）无线装置（设备） wireless devices 8）中、高端用户）中、高端用户 middle and high-end users 9) 固定

114、宽带用户固定宽带用户 the fixed broadband subscribers10) 中小型企业中小型企业 small and medium-sized companies1)IthasperfectlyputtogethertheInternet,mobilecommunicationtechnologies,theshortdistancecommunicationandinformationprocessingtechnologies.2)Sopeoplecancarryoutavarietyofbusinessactivitiesatanytime,anyplace,candos

115、hoppingandtransactionwheneverandwherevertheygo.3)ThismaywellbetruefortheAsia-PacificwheretherearemoremobilephoneusersthanthereareInternetusers.4)Withthereleaseof3Glicenses,EricssonforecasttoTencentTechnologythatin2011thenumberofmobilebroadbandsubscriberswouldsurpassthefixedbroadbandsubscribers.5)Hen

116、ceitisnotdifficulttoseethatthemobilee-commercetakingmobilephonesasthemediaissuperiortothetraditionale-commercebothinscaleofusers,orinconsumptionabilityofusers.3.3.2.3 Sentence translation from English to Chinese:前页后页目录3.3.2.4 Sentence translation from Chinese to English1)其实你自己完全可以达到这些目标。（achieve）Inf

117、act,youcanachievethesegoalsforyourself.2)在2015年中国将超过美国成为最大的移动电子商务市场。（surpass）ChinawillsurpasstheUnitedStatesasthebiggestmobileelectroniccommercemarketin2015.1)人们喜欢将人生比作大海。(compareto)Peopleliketocomparelifetothesea.4)关于这笔交易，您还有什么特别的要求吗？（regardingto）Doyouhaveanyspecialrequestsregardingtothisdeal?5)他从不

118、会让工作支配自己的生活。(dominate)Heneverletshisworkdominatehislife.前页后页目录课文注释课文注释 前页后页目录The Mobile Terminal OpportunityPassage BWord Bank12Themobileterminalisacommonplacetopicinmobilee-commerce,whereinformationacquisition,tradingandotherissuesarecloselyrelatedtotheterminal.However,weshouldclearlyrealizethatthe

119、opportunitiesfordevelopingterminallienotonlyinbringingthemobilee-commercefashions,butalsoinhavinganecessarilygreatimpactonboththecooperationofallpartiesinthevaluechainandbusinessengagement.Withthedevelopmentofterminaltechnologies,moreandmorefunctionsoftheterminalcomeintobeing,andpeoplepaymoreattenti

120、ontoconsideringthehumanizeddesign,suchasthescreen,inwhichgreaterprogresshasbeenmadethaninthepast.Besides,someonlinetransactionsinvolvingthedisplayoftheinformationaboutproductpicturescanbedisplayedinacloserwayasthetraditionalPCnetworkinterfacedoes.Withitsgradualpopularity,theintelligentterminal,perha

121、psbecomesdominating,andthusmakesitpossibleformobilephonestoupgradeintosmallPCs.Page 1课文录音课文录音3课文注释课文注释 前页后页目录Thoughitisimpossibleforthetwotobecomeentirelyconsistentandcannotbereplacedeachother,yetwecangetmoreandmorefunctionsformobilephones,whichbringsusalotofconveniencetoconductmobilee-commercebusin

122、essesfeaturedbyportability.Infuture,thetrendofterminalproductintegrationwillbecomemoreobvious,soitisverydifficultforyoutodefinewhetherthethingheldinyourhandisamobilephoneorane-bookoraMP4.Whateveryoumayhold,itisapracticalterminalofsomecertainvalue,whichdependsupontheconsumersdemand.Formobilee-commerc

123、e,themainobjectiveistomakedeals,butinrealserviceprocesses,informationacquisitionhasgreateffectongeneratingdealsorindirectlycausingdeals.Forinstance,ausercanusethemobilephonetogetvariousbusinessinformationaboutstockmarket,weather,travelingroutes,movies,flights,music,andgamesandsoon,justbyaccesstomess

124、ages,mails,andlabels.Undertheguidanceofalltheseinformation,customersmightbeinducedtotakepartine-commerceactivities.Therefore,itisveryimportantforallthemobilee-commerceserviceproviderstoconsidertheaccesstoinformationattheverybeginning.Page 2参考译文45课文录音课文录音1.Peopleseldomtalkaboutthemobileterminal.2.Iti

125、sbecauseofthegradualpopularityofmobilee-commercethatmakesitpossibleformobilephonestoupgradeintosmallPCs.3.Soonerorlater,mobilephoneswillreplacesmallPCs.4.Itisnotsoeasyforpeopletotellamobilephonefromane-bookoraMP4.5.Togetaccesstoinformationisthemainobjectiveformobilee-commerce.前页后页目录3.6.1 Tell whethe

126、r the following statements are (T) or false (F)答案1-F 2-T 3-F 4-T 5-F前页后页目录3.6.2 Match the English on the left with the Chinese on the right答案1-B 2-E 3-A 4-C 5-D1informationacquisitionA智能终端智能终端2businessengagementB信息获取信息获取3intelligentterminalC终端产品集成终端产品集成4terminalproductintegrationD消费者的需求消费者的需求5consum

127、ersdemandE业务开展业务开展Requests of Commerce Letters 商务信函要求商务信函要求1Well-expressedandclearlanguage明确而清晰的语言Whenyouwriteabusinessletter,youmusttrytosetdownyouraim.Askyourself,whyamIwriting?AndwhatdoIwanttoachieve?Thecleareryouareinyourownmindaboutwhatyouwanttoachieve,thebetteryourletter.Bydoingthis,youhavetol

128、earntopresentthemostrelevantinformationforyourreadersneeds.前页后页目录3.7BasicE-commerceEnglishWriting3.7.1 Requirements listed2Helpfulandfriendlywriting有益友善的写作Whenyouwriteabusinessletter,itsveryimportanttouseatonethatisfriendlyandefficient.Trytogiveapersonalandhumanfeeltoyourwriting,andtrytomakewritingm

129、uchmorereadablesuchasusingI,we,you,your,my,andourinyourwriting.Thisisausefultricktomakewritinglookandsoundmorelikeface-to-facetalk.前页后页目录3Writeyourbusinessletterinplainlanguage简明扼要的语言Yourbusinesslettermaybeimpressingbecauseyouhaveorganizedthecontenttoappealtothereadersneeds;youneedtouseprofessionale

130、ditingtechniquestomakesureyouwriteclearlyandconcisely.Dontstrainyourreadersconcentrationwithlongsentences.4Useactiveverbs使用生动的动词Trytowritethesentencewithstrong,activeverbs.Thiswillpresentyouasactive,andgiveasensethatthewriterisincontrolandisdynamicallyinvolvedwiththesubjectbeingdiscussed.5Positivean

131、dseriousattitude积极认真的态度Thequalityofpositivenesswouldgiveyourwritingmuchmoreimpactandisacommontechniqueinmarketingandadvertisingmaterial.Marketingpeopleusethistechniquetoputinformationacrossclearlyandtogivetheirwritingimpact.Keepingyourletterseriouscanavoidsuspicion,evenwithsomeoneyouknowwell,itisbet

132、tertowritestraightforwardlyonthesubject.前页后页目录6Establishingnecessarybusinessrelations建立必要的业务关系Establishingbusinessrelationsisthefirststepinatransactionforeigntrade.Italwaysincludestheself-introduction,initialintentionsanddesires.Thisshouldbeabrief,friendlyletter.Itshouldnotimplythatyourreaderhasanob

133、ligationtomeetwiththecontact,butitdoesshowyourinterestandconsideration.Yourreadermustretaintheoptionofactingonthisinformationbasedonhisorherownneedsanddesires.Thisisnotaletterofreference,soincludeonlyinformationrelevanttotheoccasion.Sample 1Sample 2WritealettertoMessrs.Zhang&Co.withthefollowingparti

134、culars:Yourcompanyestablishedin1950,Yourcompanyhasbeenexpandingbusinessoperationsaroundtheworldasaleadingexporterandimportofbusinessmachines.Yourlineofbusinessincludes:copyingmachines,typewriter,calculators,printing,etc.Youwishtohavetheco-operationforeachother.前页后页目录3.7.2 Writing PracticeMicrosoftOu

135、tlookExpressputstheworldofonlinecommunicationonyourdesktop.Whetheryouwanttoexchangee-mailwithcolleaguesandfriendsorjoinnewsgroupstotradeideasandinformation,herearewhatyouareenabledtodowithit.1.Ifyouhaveseverale-mailornewsgroupaccounts,youcanworkwithallofthemwithinonewindow.Youcanalsocreatemultipleus

136、ers,oridentities,forthesamecomputer.Eachidentityhasuniquee-mailfoldersandanindividualAddressBook.Multipleidentitiesmakeiteasyforyoutokeepworke-mailseparatefrompersonale-mail,andalsotokeepindividualuserse-mailseparated.2.Usingthemessagelistandpreviewpane,youcanviewalistofmessagesandreadindividualmess

137、agesatthesametime.TheFolderslistcontainse-mailfolders,newsservers,andnewsgroups,andyoucaneasilyswitchamongthem.Youcanalsocreatenewfolderstoorganizeandsortmessages,andthensetupmessagerulessothatincominge-mailthatmeetsyourcriteriaautomaticallygoestoaspecificfolder.Youcanalsocreateyourownviewstocustomi

138、zethewayyoulookatyoure-mail.3.IfyourInternetserviceprovider(ISP)usesanInternetmessageaccessprotocol(IMAP)e-mailserverforincominge-mail,youcanread,store,andorganizeyourmessagesinfoldersontheserverwithoutdownloadingthemessagestoyourcomputer.Thatway,youcanviewmessagesfromanycomputerthatcanconnecttothat

139、server.前页后页目录ManageYourEmailsbyOutlookExpressManageYourEmailsbyOutlookExpress3.8 Expanding Reading 4.YoucansavenamesandaddressesintheAddressBookautomaticallybysimplyreplyingtoamessage.Youcanalsoimportnamesandaddressesfromotherprograms,typethemintotheAddressBook,addthemfrome-mailmessagesyoureceive,or

140、addthemfromasearchofpopularInternetdirectoryservices(whitepages).TheAddressBooksupportsLightweightDirectoryAccessProtocol(LDAP)forviewingInternetdirectoryservices.5.Youcaninsertessentialinformationintooutgoingmessagesaspartofyourpersonalsignature,andyoucancreatemultiplesignaturestousefordifferentpur

141、poses.Youcanalsoincludeabusinesscardwithmoredetailedinformation.Tomakeyourmessageslookmoreattractive,youcanaddstationerypatternsandbackgrounds,andyoucanchangethecolorandstyleofthetext.YoucandigitallysignandencryptmessagesbyusingdigitalIDs.Digitallysigningyourmessageassuresrecipientsthatthemessageisr

142、eallyfromyou.Encryptionensuresthatonlyintendedrecipientscanreadthemessage.6.Lookingforanewsgroupthatmatchesyourinterests?YoucansearchfornewsgroupsthatcontainkeywordsorbrowsethroughallofthenewsgroupsavailablefromyourUsenetprovider.Whenyoufindanewsgroupyouwanttoviewregularly,addittoyourSubscribedlists

143、oyoucanfinditagaineasily.前页后页目录OpenyourOutlookExpressandcreateyourownemailaccountbythefollowingsteps:1.click“tools”menu2.choose“accounts”3.click“add”4.choose“email”5.putyourdisplaynameintheblanksuchasJohnSmith6.click“next”8.click“next”9.putyourincomingmail(POP3,IMAPorHTTP)serversuchas“”10.putyourout

144、goingmail(SMTP)serversuchas“”11.click“next”13.putyourpasswordintheblank3.9 Work Online前页后页目录本单元学习完毕退出学习返回目录Word Bank AWord Bank AWord Bank ARETURNterminal/t:minl/n.末端；终点；终端机；adj.末端的；终点的license/laisns/n.执照，许可证；特许handheld/hndheld/adj.掌上型；手持型broadband/br:dbnd/n.宽频；宽带；adj.宽频带的offline/flain/adj.脱机的；离线的，未

145、连线的;n.脱机；挂线subscriber/sbskraib/n.订户financial/fainnl/adj.金融的；财政的，财务的prospect/prspekt/n.前途；预期；景色comprehensive/,kmprihensiv/adj.综合的；广泛的popularity/,ppjulrti/n.普及，流行content/kntent/n.内容，目录；满足；容量dominate/dmineit/v.控制；支配；占优势surpass/sp:s/vt.超越；胜过，优于superiorto优于platform/pltf:m/n.平台；讲台scale/skeil/n.规模；比例；刻度rel

146、ease/rili:s/vt.发布；释放；发射consumption/knsmpn/n.消费；消耗单词录音单词录音Word Bank BWord Bank BWord Bank BRETURNcommonplace/kmnpleis/adj.平凡的；陈腐的;n.老生常谈；司空见惯的事acquisition/kwizin/n.获得物，获得cooperation/ku,prein/n.合作，协作；协力engagement/ineidmnt/n.从事；婚约；约会function/fkn/n.功能；职责humanized/hju:m,naizd/adj.人性化的display/,displei/n.显

147、示；炫耀;vt.显示；表现；陈列interface/intfeis/n.界面；接口intelligent/intelident/adj.智能的；聪明的upgrade/preid/vt.使升级；提升consistent/knsistnt/adj.始终如一的，一致的feature/fi:t/n.特色，特征portability/,p:tbilti/n.轻便；可携带性integration/,intirein/n.集成；综合induce/indju:s/vt.诱导；引起；引诱单词录音单词录音参考译文参考译文A A 移动电子商务就是利用手机、PDA及掌上电脑等无线终端进行的B2B、B2C或C2C的电子

148、商务。它将因特网、移动通信技术、短距离通信技术及其它信息处理技术完美的结合。因此它使人们可以在任何时间、任何地点进行各种商贸活动，还可以使人们实现随时随地、线上线下的购物与交易、在线电子支付以及各种交易活动、商务活动、金融活动和相关的综合服务活动等。由于通过无线装置传输内容变得越来越快，也越来越安全，因此有些人认为，移动电子商务会超越互联网的电子商务，成为各种数字商务交易的选择方式。这对亚太地区来说，是很有理由的，因为那里的移动电话用户数目超过了互联网用户。与传统通过电脑(台式PC、笔记本电脑)平台开展的电子商务相比，移动电子商务拥有更为广泛的用户基础。截至2011年年底，我国互联网网民数量达

149、到5.13亿人，全国手机用户超过十亿，其中手机网民规模达到3.6亿人；随着3G牌照的发放，爱立信曾对腾讯科技表示，预测2011年移动宽带用户数将超越固定宽带用户数。因此它具有更为广阔的市场前景。目前我国的移动电话用户是全球之最。显然，从电脑和移动电话的普及程度来看，移动电话远远超过了电脑。从消费用户群体来看，手机用户中基本包含了消费能力强的中高端用户，而传统的上网用户中以缺乏支付能力的年轻人为主。由此不难看出，以移动电话为载体的移动电子商务不论在用户规模上，还是在用户消费能力上，都优于传统的电子商务。RETURN仅供参考移动电子商务移动电子商务 参考译文参考译文B B RETURN仅供参考移动

150、终端是移动电子商务里面的一个老生常谈的话题，这是因为移动电子商务中的信息获取、交易等问题都和终端息息相关。但是我们必须清楚地认识到，终端的发展机会在于，它不仅要带动移动电子商务上的新风尚，还必须对价值链上的各方合作以及业务开展产生巨大的影响。随着终端技术的发展，终端的功能越来越多，而且人们越来越注重人性化设计，比如显示屏就比过去有了很大的进步。而一些网上交易涉及到商品图片信息显示的，可以实现更加接近传统PC互联网上的界面显示。由于智能终端的逐渐普及，它将成为主流终端，从而使手机升级成为小型PC成为可能。虽然两者不可能完全一致，也不会被替代，但是手机可以实现的功能越来越多.这给移动电子商务活动的

151、开展带来许多便利之处，而且又不失便携的特点。将来终端产品融合趋势会愈加明显，你很难清楚界定手上这个机器是手机还是电子书还是MP4。但不管你手上拿的是什么，总之它就是一个有应用价值的终端，就看消费者的需求方向。在移动电子商务中，虽然主要目的是交易，但是实际上在业务使用过程当中，信息的获取对于带动交易的发生或是间接引起交易是有非常大的作用的。比如，用户可以利用手机，通过信息、邮件、标签读取等方式，获取股票行情、天气、旅行路线、电影、航班、音乐、游戏等等各种内容业务的信息，而在这些信息的引导下，有助于诱导客户进行电子商务的业务交易活动。因此，获取信息将成为各大移动电子商务服务商初期考虑的重点。移动终

152、端的机会移动终端的机会电子商务英语教程电子商务英语教程（第二版）（第二版）EnglishForE-CommerceEnglishForE-Commerce开始学习ENTERChapter 2 Types of E-Commerce第二章第二章 电子商务分类电子商务分类Unit 4Unit 4Unit 5Unit 5ContentsPassageBWordBankBActivitiesBPassageAWordBankAActivitiesAExpandingReadingWorkonlineBasicE-commerceEnglishWritingObjectivesObjectivesInt

153、roductionVideoInthisunit,youwilllearn:RETURN1 thedefinitionofB2Belectroniccommerce1 thedefinitionofB2Celectroniccommerce1 thebasictechnologyofE-Commerce1 BasicE-commerceEnglishWritingFocus:TheidentificationsofB2BandB2C.Nodus:HowtomakeuseofB2BandB2C课文注释课文注释 前页后页目录Passage AB2B E-Commerce ModelFirstofa

154、ll,letscometothetermB2B,whichisknowntobetheshorthandforalongtimesalespracticecalledbusiness-to-business.B2Btransactionsprimarilytargetcompaniesandotherwholesalebuyers,whiletransactionstargetingindividualsarecalledB2C,orbusiness-to-customer.ManyorganizationshavebothB2BandB2Ccomponents,butitsnotunusua

155、lforacompanytospecializeinB2Bservicesorsales.Infact,thevastmajorityofproductsandservicessoldareconsideredtobeB2Binnature.12Word Bank课文录音课文录音Page 13sheervolume.Anindividualcustomermayvisitaclothingmanufacturerswebsitecatalogandordertwopairsofshoesorasweater.Thebuyerforanationalchainofclothingstores,h

156、owever,mayorder5,000pairsofshoesand2,000sweaters.WithoutaB2Bcomponent,themanufacturerwouldhavelostagreatdealofsalechance.ThisiswhymanycompaniesprovideB2BoptionsalongsidetheB2Cofferingsattheirwebsitesandotheroutlets.OnemajorreasonforthepopularityofB2Bsalesandservicesisnothingbutthe课文注释课文注释 前页后页目录B2Bs

157、alesarealsogeneratedbyprovidingaspecializedproductlineorservicenotavailabletothegeneralpublic.ThisformofB2Btransactionisverycommoninthemanufacturingworld.Acompanythatproducesshavingcreamincans,forexample,mayneedaspecificplasticnozzle.Severalplasticinjectionmoldingcompanieswouldsendsalesrepresentativ

158、estopromotetheirparticulardesigns.Thesenozzleswouldbeuselessforindividualcustomers,butamanufacturermayorderthousandsofthem.Withthegrowthinelectroniccommunications,B2Bhastakenonevenmoreimportance.Insteadofsimplyfocusingonbusiness-to-businesssales,moderncorporationsareconductingotherfinancialtransacti

159、onsonline.B2Bcommunicationsarenowbeingusedtopromoteinvestment,tradestocksandformfinancialalliances.Becausethepriceofthesetransactionsisfarbeyondthereachofmostindividuals,thereisnoequivalentbusiness-to-customeroptionavailable.SomeB2Btransactionshandledelectronicallycanliterallyrunintothebillionsofdol

160、lars.4Page 2参考译文课文录音课文录音1)WhathaveyoulearnedaboutB2B?2)Whichtransactionsprimarilytargetcompaniesandotherwholesalebuyers,B2BorB2C?3)ThereisonemajorreasonforthepopularityofB2Bsalesandservices.Whatisit?4)WhydomanycompaniesprovideB2BoptionsalongsidetheB2Cofferingsattheirwebsitesandotheroutlets?5)Whatfor

161、mofB2Btransactionisverycommoninthemanufacturingworld?前页后页目录4.3 Activities4.3.1 Critical thinking1)alongtimesalespractice长期销售方式长期销售方式2)sheervolume巨大的（交易）量巨大的（交易）量3)aspecificplasticnozzle专用塑料管口（喷嘴）专用塑料管口（喷嘴）4)thevastmajorityofproductsandservices绝大多数的产品与服务绝大多数的产品与服务5)anindividualcustomer个体客户个体客户6）cloth

162、ingmanufacturer服装生产商服装生产商7）websitecatalog网站目录网站目录8）component组件；组合，电子元件组件；组合，电子元件9）aspecializedproductline专业生产线专业生产线10）salesrepresentatives销售代表销售代表前页后页目录4.3.2 Translation practice4.3.2.1 Give the Chinese equivalents of the following words or expressions:前页后页目录4.3.2.2GivetheEnglishequivalentsofthefoll

163、owingwordsorexpressions1) 制造领域制造领域 the manufacturing world2) 批发采购商批发采购商 wholesale buyers3) 公众，大众公众，大众 the general public4) 特殊的设计特殊的设计 particular designs 5) 电子通讯电子通讯 electronic communications6） 显得更为重要显得更为重要 take on even more importance7） 现代企业现代企业 modern corporations8） 在线金融交易在线金融交易 financial transacti

164、ons online9) 促进投资促进投资 promote investment10) 形成金融联盟形成金融联盟 form financial alliances1)OnemajorreasonforthepopularityofB2Bsalesandservicesisnothingbutthesheervolume.2)Thebuyerforanationalchainofclothingstores,however,mayorder5,000pairsofshoesand2,000sweaters.3)B2Bsalesarealsogeneratedbyprovidingaspecial

165、izedproductlineorservicenotavailabletothegeneralpublic.4)Severalplasticinjectionmoldingcompanieswouldsendsalesrepresentativestopromotetheirparticulardesigns.5)Insteadofsimplyfocusingonbusiness-to-businesssales,moderncorporationsareconductingotherfinancialtransactionsonline.4.3.2.3 Sentence translati

166、on from English to Chinese:前页后页目录4.3.2.4 Sentence translation from Chinese to English1)其实我们专营此项商品已有多年的历史了。(specializein)Infact,wespecializeinthiswithalonghistory.1)随着电子通讯的发展，企业对企业电子商务已经显得更加重要。(takeon)Withthegrowthinelectroniccommunications,B2Bhastakenonevenmoreimportance.3)我们大家都感到伤心，而她却在又唱又跳。(while)

167、Weareallfeelingsad,whilesheissinginganddancing.4)这次会议讨论了如何开展这种新产品的推销工作。（promote）Themeetingdiscussedhowtopromotethislatestproduct.5)作为大学生，我们应该注重学习，而不是玩电脑游戏。（focuson,insteadof）Ascollegestudents,weshouldfocusonourstudiesinsteadofplayingcomputergames.前页后页目录课文注释课文注释 前页后页目录B2C E-Commerce ModelPassage BWor

168、d Bank12Justastheterm“e-commerce”referstoallonlinetransactions,B2Cstandsforbusiness-to-consumerandappliestoanybusinessororganizationthatsellsitsproductsorservicestoconsumersovertheInternetforitsownuse.WhenmostpeoplethinkofB2Ce-commerce,theythinkofA,theonlinebooksellerthatlauncheditssitein1995andquic

169、klytookonthenationsmajorretailers.Inadditiontoonlineretailers,B2Chasgrowntoincludeservicessuchasonlinebanking,travelservices,onlineauctions,healthinformationandrealestatesites.Peer-to-peersitessuchasCraigslistalsofallundertheB2Ccategory.B2Ce-commercewentthroughsometoughtimes,particularlyafterthetech

170、nology-heavyNasdaqcrumbledin2000.Withthecomingofcommercialwebsitesdepression,hundredsofe-commercesitesshuttheirvirtualdoorsandsomeexpertspredictedyearsofstruggleforonlineretailventures.Sincethen,however,shoppershavecontinuedtoflocktothewebinincreasingnumbers.Page 1B2C课文录音课文录音课文注释课文注释 前页后页目录Infact,No

171、rthAmericanconsumerslovee-commercesomuchthatdespitegrowingfearsaboutidentitytheft,theyspent$172billionshoppingonlinein2005,upfrom$38.8billionin2000.Andthefuturelooksrosyfore-commerce.By2010,consumersareexpectedtospend$329billioneachyearonline,accordingtoForresterResearch.Whatsmore,thepercentageofU.S

172、.householdsshoppingonlineisexpectedtogrowfrom39percentthisyearto48percentin2010.Foralongtime,however,companieshavehadahardtimemakingtheirwebsitesdynamicandattractiveenoughforconsumerstobewillingtospendtimeonthesiteandactuallyspendtheirmoneythere.ThatsgettingeasierasmoreandmoreAmericansareconnectingt

173、otheInternetviabroadband.Withmorecustomersusingbroadband,companiescantakegreateradvantageofnewer,flashiertechnologiesthatwerenotpossiblewithdialupconnections.Inshort,althoughonlinecommercestillrepresentslessthansixpercentofallretailsales,itsgrowthandfutureprospectsshowthatithasfinallybecomeasaccepte

174、dandmainstreamasatriptothelocalshoppingmall.Page 24课文录音课文录音3参考译文1.IttookAaverylongtimetobecomethenationsmajorretailersafteritlauncheditssitein1996.2.Alotofe-commercesitesclosedtheirvirtualdoorsowingtothedepressionofcommercialwebsites.3.NorthAmericanconsumersdontlikee-commercebecauseofthegrowingfears

175、aboutidentitytheft.4.Itisquiteeasyforcompaniestomaketheirwebsitesdynamicandattractiveenoughforconsumerstobewillingtospendtimeonthesiteandactuallyspendtheirmoneythere.5.Intheauthorsopinion,thefutureofB2Clookspromising.前页后页目录4.6.1 Tell whether the following statements are true (T) or false (F)答案1-F 2-

176、T 3-F 4-F 5-T前页后页目录4.6.2 Match the English on the left with the Chinese on the right答案1-D 2-E 3-A 4-B 5-C1identitytheftA商业网站商业网站2onlinebooksellerB虚拟门户虚拟门户3commercialwebsitesC未来前景未来前景4virtualdoorsD身份盗窃行为身份盗窃行为5futureprospectsE在线书商在线书商The Writing of Emails 电子邮件写作电子邮件写作前页后页目录4.7BasicE-commerceEnglishWr

177、iting4.7.1 IntroductionIninternationaltrade,boththesellerandthebuyeraredoingefforttodotransactionsfortheirmutualbenefits.Theyareprobablyfarawayfromeachotherbuthavetocommunicatesooftenthatperhapsmanytimesaday.Howistheinformationtransferred?Somecommunicationtools,suchasmobilephone,fax,telephone,telex,

178、e-mailandonlinechattingtools,willbeused.Whichisthebestchoice?Mostly,convenience,fastness,lowcostwillbeconsideredfirstlyasastandard.WiththedevelopmentofInternetandmoderncommunicationtools,e-mail,TradeManager,Skypenetphone,YahooMessenger,MSN,TencentQQandothercommonlyusedonlinetoolsarebroadlychosenandu

179、sedfortheirbusinessnegotiations.前页后页目录4.7.2 Guidelines for Writing Effective E-mailWhenyouwrite,useprinciplesofgoodwriting.Payattentiontospelling,grammar,punctuation,andwordusage.Yourreaderwillformanopinionofyoubaseduponthetextyousend.Includeashortintroductionindicatingexactlytowhatyouareresponding,

180、eveniftheoriginalmessageisincluded.Ifthee-mailisimportant,printitoutandproofreaditcarefullybeforeyousendit.Trytokeepmessagesshortanddirect.Ifyouhavelongerdocuments,considerusingattachments.Forshorterdocuments,atitlepagemayberequired,optional,orunnecessary,dependingonthespecificcontextandconventionsi

181、nyourfield.Tomakeyourelectronicmailmorepersonal,beginyourmessagewiththereceiversfirstnameandacomma(orcolon)asyouwouldwhenwritingaletter.Attheendofyourmessage,typeyournameandyoure-mailaddress.Sometimesweuseabbreviationssparingly,muchthesamewayyouwouldusejargon.AbbreviationMeaningBTWBythewayCULSeeyoul

182、aterIMHOInmyhumbleopinionF2FFacetofaceWYSIWYGWhatyouseeiswhatyougetASAPassoonaspossibleCUSeeyou(good-bye)HTHHopethishelpsTIAThanksinAdvanceSample4.7.3 A sample of email in Outlook Express Writeane-mailmessagewiththefollowinginformation:非常高兴收到贵方3月27日的电邮。我方对贵方寄来的资料很感兴趣，期待将来能共同合作以促进发展。现附上我方经营的项目及产品目录供贵

183、方参考，期待早日答复。前页后页目录4.7.4 Writing Practice 参考答案参考答案 Electronicmail,orEmail,isoneofthemostimportantInternetservices.UntiltheadventoftheWorld-WideWeb,itwasalsothemostpopular.Itsalsothemostpersonalmainstreamservice:yourEmailreflectsyourownpersonality,soitsimportanttoconveythecorrectimpressioninyourelectro

184、nicmail.Formanypeople,electronicmailisstillanovelexperience.ManypeoplesignupforanemailaccountgetsomemailprogramlikeEudoraoroneoftheMicrosoftmailprograms,playaroundforawhile,andthenjustforgetaboutit,leavingmailtocollectunanswered.Evenbigcompaniesareoffendershere.Inthosecaseswheresuchpeopledosendorans

185、wermail,thequalityofthemessageisfrequentlypoor.Theyoftencontainmisspellings,irrelevantquotes,orpoorlayout(“formatting”).前页后页目录MakeUseofEmailMakeUseofEmail4.8 Expanding Reading Thefirstthingyouneedtosendandreceiveemailsisanemailaddress.WhenyoucreateanaccountwithanInternetServiceProvideryouareusuallyg

186、ivenanemailaddresstosendandreceiveemails.Youmaycreateanemailaddress/accountatwebsitessuchasyahoo,hotmailandLycos.C,,,etc.Dontunderestimatetheeffectofsuchamailmessage.Yourmailmessageisallthatmanypeopleseeofyou,andifitspoorlyformatted,onelineperparagraph,badlyspelt,orfulloferrors,itwillgivepeopleapoor

187、impressionofyou.Emailuseisjustnowbecomingmainstream,butmanyhackershavebeenusingitfor20yearsormore.IntheimpersonalworldoftheInternet,yourmailmessagesarethemosttangiblethingaboutyou.Sendoutawellthoughtout,clearandlegiblemessage,andyouwillleaveagoodimpression.Sendoutabadlyformulated,badlyformattedandba

188、dlyspeltmessage,andyouwillleaveabadimpression.前页后页目录Sowhatsgoodformattingandwhatsbadformatting?Thatspartiallyamatterofopinion(andself-expression),ofcourse,butthereareanumberofInternetStandardsthatdefinewhatamessageshouldlooklike.Unfortunately,Microsoftistryingtoimposeitsown“standard”ontheworld.Nonec

189、angivealinktoit,becausetheyhaventpublishedtheir“standard”.Problemsinmailfallintoanumberofcategories.Selectthelinkformoredetailsofeachcategory:Formatproblems.Inextremecases,messagescanbebarelylegible.Microsoft“Outlook”seemstohavetakenthisproblemtonewheights.Charactersetproblems.Traditionally,Mailwasw

190、ritteninUS-ASCII,acharactersetwhichonlysufficestorepresentEnglishcorrectly.Messagelayoutissues.Theseareentirelyinyourhands,andtheyreflectmostonyourpersonality.Usethemwellandyoullmakeagoodimpression.Usethembadlyandyoullmakeabadimpression.Whodecideswhatgoodandbadare?Thereaderdoes,andyoudontgetasayinth

191、ematter.前页后页目录1）Trytoapplyforane-,andthenwritedownallthestepsoftheapplication.2）Writeane-mailtoinformoneofyourfriendsthatyouwanttoinvitehim/hertodinnertomorroweveningtocelebrateyourbirthday.3)Writeanemailtoexpressyoursorryfornotbeingabletofinishyourhomeworkintime.4.9 Work Online前页后页目录本单元学习完毕退出学习返回目录

192、Word Bank AWord Bank AWord Bank ARETURNpractice/prktis/n.实践；练习；惯例component/kmpunnt/n.成分；组件specialize/spelaiz/v.使专门化；专门从事majority/mdriti/n.多数sheervolume激增的销量catalog/ktl/n.目录；登记option/pn/n.选项；选择权outlet/autlet/n.批发商店；出口nozzle/nzl/n.喷嘴；管口injection/indekn/n.注射representative/,reprizenttiv/n.（销售）代表alliance

193、/lains/n.联盟，联合equivalent/ikwivlnt/adj.等价的，相等的；n.等价物，相等物literally/litrli/adv.照字面地；逐字地单词录音单词录音Word Bank BWord Bank BWord Bank BRETURNapply/plai/v.申请；涂，敷；适用；请求bookseller/buk,sel/n.书商launch/l:nt/vt.发起，发动auction/:kn/n.拍卖；vt.拍卖；竞卖realestate房地产peer-to-peersites点对点网站crumble/krmbl/v.崩溃；弄碎，粉碎depression/dipren

194、/n.沮丧；不景气predict/pridikt/vt.预报，预言；预知venture/vent/flock/flk/n.群；vi.聚集identitytheft身份失盗household/haushuld/n.家庭；一家人；adj.家庭的；日常的dynamic/dainmik/adj.动态的dialupconnection拨号连接mainstream/meinstri:m/n.主流单词录音单词录音参考译文参考译文A A RETURN仅供参考B2BB2B电子商务模式电子商务模式首先让我们了解B2B这个术语。正如大家所知，B2B是为时已久的称为当代企业对企业的电子商务销售实践活动的一种缩写。B2

195、B交易的主要目标是企业或其他批发商，而针对个体顾客的交易被称之为B2C，也就是企业对消费者的电子商务。虽然许多公司通常既采用B2B（企业对企业的电子商务）销售方式又采用B2C（企业对消费者的电子商务）销售方式，但专门从事B2B（企业对企业的电子商务）服务或销售的公司也是司空见惯的。事实上，人们认为服务或销售的大额交易量是B2B（企业对企业的电子商务）的本质特征。B2B（企业对企业的电子商务）服务或销售之所以受到人们欢迎完全是因为它的交易量。个体顾客可能会光顾服装生产厂家的网站目录然后定购两双鞋子或一件毛衣。而一家全国性的服装连锁店的采购商可能会订购5000双鞋子和2000件毛衣。若不是厂商采取

196、了B2B销售方式，那不知会错过多少销售机会。这就是为什么许多公司通过网站或其他途径进行B2C交易的同时要提供B2B交易的原因。B2B的交易有时提供一种普通大众不能享受的专门生产线或服务。这种交易方式在制造业很普遍。例如，一家生产罐装剃须膏的企业可能需要一种专门的塑胶喷嘴。一些塑胶喷射造型公司可能会派出一批销售代表来推销他们独特的设计。虽然这些塑胶喷嘴对个体顾客毫无用处，但是生产商会订购成千上万件。随着电子通讯的发展，B2B已经显得更加重要。现代的公司会从事其他网上的商务交易，而不会只专门从事企业对企业的电子商务销售。B2B交易方式现在被用来促进投资和股票交易以及形成财经联盟。因为这些交易的价格

197、远远超出了大部分个体顾客的经济承受能力，因此在B2C的电子商务模式中也没有与这些交易相当的形式。一些通过电子方式处理的B2B交易甚至达到了几十亿美元。参考译文参考译文B B RETURN仅供参考正如“e-commerce”这个术语是指所有的网上交易，“B2C”指代的就是“企业对消费者”（电子零售商务），它适应于通过互联网向顾客销售自己的产品或提供各种服务的任何企业或公司。大多数人们一想到B2C这种电子交易方式，就会想到A，它是一家网络图书销售商，其网站于1995年建立，而且很快就成为全国最主要的图书零售商。除了电子零售业务以外，B2C业务逐渐拓展到在线银行、旅游服务、在线拍卖和房地产网站等方面

198、。像Craigslist这样的对等的网络站点也属于B2C业务范围。B2C电子商务的发展经历了一段困难时期，特别是在2000年高科技企业的Nasdaq指数严重下滑以后的一段时期。随着紧跟而来的商业网站的大萧条，成百上千的电子商务网站关闭了自己的虚拟门户而且专家们预测电子零售业务的恢复至少要经历数年的时间。事实上，北美的消费者对电子商务情有独钟以致于尽管他们逐渐担心网上的身份偷窃行为，他们2005年在网上购物的花费还是达到了1720亿美元，而2000年却只有388亿美元。看来电子商务的前景是美好的。根据Forrester的研究，预期到2010年，人们每年用于电子商务的花费将达到3290亿美元。而且

199、，网上购物的美国家庭用户的百分比将从今年的39升至2010年的48。然而，长时间以来，很多公司历尽千辛万苦才使得他们的网站充满活力和魅力，足以吸引消费者自愿花时间浏览他们的网站并乐意在上面进行名符其实地消费。因为越来越多的美国人能够通过宽带连接到互联网，网上消费也就变得越来越容易。而随着越来越多的消费者使用宽带，企业就能利用宽带这种新的令人眩目的网络技术获得巨大利益而通过拨号上网的技术是难以达到的。简而言之，尽管网上交易仍然只占整个零售额的不到百分之六的份额，但它的发展和未来的前景表明它终于得到了人们的认可，而且正如同人们时兴逛当地商场一样，成为了时下的消费主流。B2C电子商务模式电子商务模式

200、RETURNTypesofE-Commerce电子商务英语教程电子商务英语教程（第二版）（第二版）EnglishForE-CommerceEnglishForE-Commerce开始学习ENTERChapter 2 Types of E-Commerce第二章第二章 电子商务分类电子商务分类Unit 5Unit 5Unit 4Unit 4ContentsObjectivesObjectivesPassageBWordBankBActivitiesBPassageAWordBankAActivitiesAExpandingReadingWorkonlineBasicE-commerceEngli

201、shWritingInthisunit,youwilllearn:RETURN1 thedefinitionofC2Celectroniccommerce1 thedifferencebetweenB2BandB2C1 the basictechnologyofE-Commerce1 BasicE-commerceEnglishWritingFocus:howC2Cworks.Nodus:HowtodistinguishB2BfromB2C课文注释课文注释 前页后页目录Passage AC2C E-Commerce Model and eBayC2C E-Commerce Model and

202、eBayC2Cstandsforconsumer-to-consumercommerce;thatis,commercewithnomiddlebusinesspeople.ThemostnotableexamplesareWeb-basedauctionandclassifiedassites.AmongthemeBayisthemostpopularwithavarietyofconsumerswhoparticipatesoactivelyandregularly.eBayistheworldsonlinemarketplacewithaglobalcustomerbaseof181mi

203、llion.Foundedin1995,eBayhascreatedapowerfulmarketplaceforthesaleofgoodsandservicesbyapassionatecommunityofindividualsandsmallbusinesses.eBaynowhasaglobalpresencein33markets,includingtheUnitedStates.Onanygivenday,therearemillionsofitemslistedoneBayacrossthousandsofdifferentcategories,includingantique

204、s,toys,books,computers,sports,photographyandelectronics,amongstmanyothers.12Word Bank课文录音课文录音Page 13课文注释课文注释 前页后页目录AsanearlyInternetenthusiast,Pierreknewthatpeopleneededacentrallocationtobuyandsellallkindsofitemsonalevelplayingfieldandtomeetotheruserswithsimilarinterests.HestartedeBaytofulfillthisne

205、ed.Atthetime,Pierresfianc(nowwife)wasanavidPez(sweetdispenser)collector.Shewashavingtroublefindingpeopletotradewith,andPierrethoughteBaymightbetheanswertoherproblems.As previously said, Pierre founded his eBay as a marketplace for the sale ofgoodsandservicesjustforindividualsandsmallbusinesses.Thisw

206、asnotonlyanovelidea,butitwasalsousinganinnovativetechnology-theInternet,forE-commercehadnotyetbeenestablishedasanacceptableandunderstandablemethod of doing business at that time. Today one can find more than 18,000categoriesofmerchandiseoneBay,includingbig-ticketitemssuchascarsandreal estate.eBay is

207、 not so much an e-commerce site as it is a tradingcommunity,wherebuyersandsellersfindoneanotherandconducttransactions.Browsingandbiddingarefree,buteBaychargesafeeforlistinganitemforsaleaswellasafeeforitemsthataresold.eBaycurrentlyhasapproximately140millionregisteredusersaroundtheworld.4Page 2参考译文5课文

208、录音课文录音61)WhenandbywhomwaseBayfounded?2)CanyounamesomeoftheitemslistedoneBay?3)WhydidPierfoundeBay?4)HowmanycategoriesofmerchandisecanwefindoneBay?5)HaveyoueverboughtanythingfromeBay?前页后页目录5.3 Activities5.3.1 Critical thinking1)Web-basedauctionsites基于网页的拍卖网基于网页的拍卖网2)Internetenthusiast热衷于上网者热衷于上网者3)ap

209、assionatecommunityofindividuals一群热心的个体一群热心的个体4)alevelplayingfield公平竞争的环境公平竞争的环境5)middlebusinesspeople中介中介6)acentrallocation中心位置中心位置7)classifiedsites分类网站分类网站8)millionsofitems数百万商品数百万商品9)smallbusinesses小企业小企业10)onanygivenday在任意指定的一天在任意指定的一天前页后页目录5.3.2 Translation practice5.3.2.1 Give the Chinese equiv

210、alents of the following words or expressions:前页后页目录5.3.2.2GivetheEnglishequivalentsofthefollowingwordsorexpressions1)著名的典范著名的典范notableexamples2)各种各样的消费者各种各样的消费者avarietyofconsumers3)一种创新的理念一种创新的理念anovelidea4)不同品种不同品种differentcategories5)在线市场在线市场onlinemarketplace6）创新技术创新技术innovativetechnology7）认可的（可接受

211、的）认可的（可接受的）acceptable8）大件消费品）大件消费品big-ticketitems9)贸易社区贸易社区atradingcommunity10)注册用户注册用户registeredusers1)Onanygivenday,therearemillionsofitemslistedoneBayacrossthousandsofdifferentcategories,includingantiques,toys,books,computers,sports,photographyandelectronics,amongstmanyothers.2)Shewashavingtroubl

212、efindingpeopletotradewith,andPierrethoughteBaymightbetheanswertoherproblems.3)Aspreviouslysaid,PierrefoundedhiseBayasamarketplaceforthesaleofgoodsandservicesjustforindividualsandsmallbusinesses.4)Thiswasnotonlyanovelidea,butitwasalsousinganinnovativetechnology-theInternet,sinceE-commercehadnotyetbee

213、nestablishedasanacceptableandunderstandablemethodofdoingbusinessatthattime.5)Browsingandbiddingarefree,buteBaychargesafeeforlistinganitemforsaleaswellasafeeforitemsthataresold.5.3.2.3 Sentence translation from English to Chinese:前页后页目录5.3.2.4 Sentence translation from Chinese to English1)我们应该让所有的人都参

214、与这次比赛。(participate)Weshouldleteverybodyparticipatethiscontest.2)请将所有的商品名称列出来,以便顾客更容易地做选择。(list)Pleaselistallthenamesoftheitemssothatcustomerscanmakechoicesmoreeasily.3)他们成立了一个健康俱乐部，每周六免费向大众开放.(found)Theyfoundedacomputerclub,whichopenstothepubliceverySaturdayfreeofcharge.4)只要踏出开始的第一步，每个人都可以实现自己的梦想！(f

215、ulfill)Eachoneofuscanfulfillourdreamsifwestartitnow!5)我方觉得贵方提出的这个价格太高，难以接受（acceptable）Wefindthispriceyouofferedistoohightobeacceptable.前页后页目录课文注释课文注释 前页后页目录Difference Between B2B and B2CPassage BWord Bank1TherearesomedifferencesbetweenB2BandB2C,ofwhichthecustomerrequirementisthemostobvious.B2Cfocuse

216、sonindividualcustomertransactions,whereasB2Bfocusesonotherbusinessesastheconsumer.Thisdifferencecreatesdifferentneedsfortheirapplications.ThetypeoforderisanotherdifferencebetweenB2BandB2C.Forexample,whenyouorderofficesuppliesorparts,youusuallyorderthesameproductsaswellasthesameamountsatfairlyregular

217、intervals.RepeatandstandingordersareacommonB2Brequirement.TypeofpaymentisalsoadifferentrequirementforB2Btransactions.Whenyourcompanymakesapurchase,yourarelyuseacreditcardforpayment.Morelikely,youwillhavevariedformsofpaymentsuchaslinesofcreditandopenorders.B2Bapplicationsaredesignedwiththeserequireme

218、nts.Page 1课文录音课文录音课文注释课文注释 前页后页目录AnotherdifferenceisthetypeofsearchfunctioninB2Bapplications.Acatalogtobrowsethroughisnotnecessarilyarequirement,dependingonthetypeofB2Bpurchaseyouwanttomake.Whenshoppingforspecificitems,yourcompanymaybenefitfromaconfiguratorandbidfunctionratherthanbrowsingandsearchin

219、ganonlinecatalog.Lastly,thetypeofconnectionbetweenB2BandB2Cdiffers.WhenyouareconnectingtoaB2Bapplicationtomakeapurchase,youarenormallyconnectingtoonepartner(abuy-sideorsellsideapplication)orseveraltrustedpartners(ane-marketplaceorTradingpartneragreementapplication).Becauseyouaredealingwitharelativel

220、yconstantlistoftradingpartners,virtualprivatenetwork(VPN)technologymaybeusedtoprovidesecureaccesstoselectedapplicationsinsideyourfirewall,thusavoidingtheneedtoreplicatedataandapplicationsoutsideyourfirewall.Page 2参考译文课文录音课文录音231.B2Bfocusesonindividualcustomertransactions,whereasB2Cfocusesonotherbusi

221、nessesastheconsumer.2.Whenyouorderofficesuppliesorparts,youusuallyorderthesameproductsaswellasthesameamountsatfairlyregularintervals.ThistypeoforderbelongstoB2B.3.AcatalogtobrowsethroughisanecessaryrequirementforatypeofB2Bpurchaseyouwanttomake.4.B2BdiffersfromB2Cinthetypeofsearchfunctionandthetypeof

222、connection.5.Toavoidtheneedtoreplicatedataandapplicationsoutsideyourfirewall,virtualprivatenetwork(VPN)technologymaybeusedtoprovidesecureaccesstoselectedapplicationsinsideyourfirewall.前页后页目录5.6.1 Tell whether the following statements are (T) or false (F)答案1-F 2-T 3-F 4-T 5-T前页后页目录5.6.2 Match the Eng

223、lish on the left with the Chinese on the right答案1-D 2-C 3-E 4-A 5-B1customerrequirementA竞价功能2officesuppliesB相对固定的名单3atfairlyregularintervalsC办公用品4bidfunctionD客户需求5arelativelyconstantlistE定期地Credit Reference资信调查资信调查前页后页目录5.7BasicE-commerceEnglishWriting5.7.1 IntroductionInordertoavoidinvolvingmoreris

224、ks,thebuyerandthesellershouldmakeaninvestigationintothecreditforeachother.Inwritingcreditinquiryletters,theseller/thebuyershouldintroducehimself/herselfbrieflyandgivethereasonfortheinvestigation.Letthecreditagencyknowofthekindofpositionyouareseekingandwhyyouareinterested.Italwaysincludesthefollowing

225、details:Buyers/sellersname,addressRelationsbetweenthebuyandtheseller，donotgiveunnecessaryinformationabouttheproposedcustomerExplainthereasonsoftheinvestigationKeepsecretandrespectsPresentyourthanksfortheirhelp前页后页目录5.7.2 A Sample of Credit ReferenceDearSirs,HongkongClothingImport&ExportCo.,Ltd.hasas

226、kedforastandingcreditof$66000,butasourknowledgeofthecompanyislimitedtoafewmonthstradingonanL/Cbasis,weshouldliketohavesomeinformationabouttheirfinancialandcreditstandingbeforedealingwiththeirrequests.Theonlyreferencetheygiveusisthatoftheirbanker,theNationalBankofBrazil.Weshallbemostgratefulforanyinf

227、ormationyoucanobtainforus.Yoursfaithfully5.7.3 Useful ExpressionsTranslatethefollowingsentencesintoEnglish:1)我们对所提供的信息不负任何责任。2)据我们了解，该公司付款及时，向其提供你方所说的信用额度似乎是安全的。3)对贵公司向我方提供的任何有助于审慎决定的信息我们将感激不尽，当然，这将会严格保密。4)如蒙将他的业务范围、经济情况及他在行契约方面的信誉情况告诉我们，则不胜感激。前页后页目录5.7.4 Writing Practice 参考答案参考答案 Firstofall,youhave

228、tofindawebsiteintheInternet,whichoffersdomains.Thenyouwillneedtocreateanaccount.Hereissomemoreinformationaboutitasfollows:Weneedtocollectsomeinformationinorderforustoregisteryournameorperformotherservicesforyou.Ifyouareunfamiliarwithoureasy-to-useprocedures,atanytimeyoumayclickHelp(?)“(top-right(?)”

229、iconorleftmenuitemformoreinformation.Youmustagreetothefulltermsandconditionsofthenameregistrationagreementbeforerequestingservice.ForthefulltextoftheagreementpleaseusetheTermslinkinthehelpsectionandreadthepagescarefully.Forcurrentprices,youmayalsowanttocheckoutthePricingInformationlinkifyouhavenotdo

230、nesoalready.前页后页目录SimpleStepstoRegisteraDomainNameSimpleStepstoRegisteraDomainName5.8 Expanding Reading AllAcommunicationisviaemail.Therefore,youarerequiredtokeepacurrentemailaddressinyourcontactinformationatalltimes.Asrenewalsarenon-refundable,ADomainswillsendanemailremindernotice45dayspriortoexpir

231、ationtotheemailaddressonyouraccount.Domainnameswillberenewedandcharged30dayspriortoexpirationwhentheauto-renewoptionischecked.Theremaybeaprocessingfeeassociatedforreactivatingexpirednames.ByclickingontheAcceptbuttonbelowand/orbyrequestingthatAregisterorhostyourname,youagreetobeapartytoandtobeboundby

232、thetermsoftheagreement.ClickonDeclinebelowandyouwillnotbeabletoregisternamesormakeentriesinournameserverdatabaseuntilyouclickonAccept.Nextyoullwanttochecktheavailabilityofthenameyouwanttoregister.Thisisavailableatanytimeinthesearchboxatthetopofthesite.Then,selectthedomainsyouwanttopurchasefromtheava

233、ilabilitylist,andclickaddtocart.Fromthecartyoucancheckoutandyouaredone.Afterawaitingperiodof12to24hoursyournamewillbelive前页后页目录Gotosomewebsitesandtrytoapplyforafreedomain:1.http:/ Work Online前页后页目录本单元学习完毕退出学习返回目录Word Bank AWord Bank AWord Bank ARETURNnotable/nutbladj.著名的fianc未婚妻variety/vraiti/n.多样；种

234、类avid/,vid/adj.渴望的，贪婪的；热心的participate/p:tisipeit/vi.参与，参加collector/klekt/n.收藏家passionate/pnit/adj.热情的；热烈的acceptable/kseptbl/adj.可接受的；合意的presence/prezns/n.存在；出席merchandise/m:tndaiz/n.商品antique/nti:k/n.古董，古玩big-ticketitems大额项目photography/ftrfi/n.摄影community/kmju:niti/n.社区；群落enthusiast/inju:zist/n.狂热者b

235、id/bid/v.投标；出价；竞价fulfill/fulfil/vt.履行；实现；满足register/redist/v.登记；注册；挂号单词录音单词录音Word Bank BWord Bank BWord Bank BRETURNobvious/bvis/adj.明显的；显著的application/,plikein/n.应用；申请；应用程序interval/intvl/n.间隔；间距browse/brauz/v.浏览configurator/knfij,reit/n.配置；配置程序relatively/reltivli/adv.相当地；相对地，比较地constant/knstnt/adj.

236、不变的；恒定的；经常的virtualprivatenetwork(VPN)虚拟专用网络firewall/faiw:l/n.防火墙单词录音单词录音参考译文参考译文A A RETURN仅供参考C2C商务和易趣网商务和易趣网C2C指代的是消费者对消费者的交易模式，也即没有中间人的商务活动。最著名的是那些网上拍卖站点和分类商品网站。其中，形形色色消费者们对易趣网情有独钟，所以他们不但积极，而且持之以恒地参与易趣网提供的各种活动。易趣网是世界上最大的拍卖网站，拥有1亿8千万消费者。自1995年建站以来，易趣网为一大群充满热情的个人和小型公司开创了一个强大的商品和服务交易市场。如今易趣网在全球拥有33个市

237、场，其中就包括了美国（市场）。在任何一天，有数百万件琳琅满目的商品陈列在eBay上销售。其中包括：古玩、玩具、书籍、电脑、运动用品、照片以及电子产品。作为早期互联网的爱好者，皮埃尔觉得人们需要一个中心场所，它能使人们在公平竞争的平台上进行各种各样的商品买卖，并结识趣味相投的其他用户。他创办易趣网就是为了满足这种需要。那时，Pierre的未婚妻（现妻子）是一位热衷于Pez（一种糖果自动售货机）的收藏家，她感到很难找到和她做交易的人。Pierre认为易趣网就是为她解决这一难题的最佳方案。正如前面所说，皮埃尔创建了他的易趣网，就是想为个体和小型企业创造出一个商品和服务交易的场所（平台）。这并非只是一

238、个创新的思维，而且还是一个创新技术利用互联网的利用，这是因为电子商务尚未成熟，在那时电子商务这种经营方式还没得到人们的认可和理解。如今在易趣网上，人们可以找到18000多种商品，其中包括诸如小车、房地产之类的大件商品。与其说eBay像是一个电子商务网站，倒不如说它是一个贸易社区，买卖双方在这个社区里相互结识，相互交易。在那里，人们可以自由浏览和竞价，不过eBay会向待售商品陈列收取费用，以及所销售的商品收取费用。目前eBay拥有全球大约1.4亿注册用户。参考译文参考译文B B RETURN仅供参考B2B电子商务和B2C电子商务之间的差异是存在的，其中最明显的不同之处就是顾客的要求不同。B2C（

239、企业对消费者的电子商务模式）侧重于与个体顾客的交易，而B2B（企业对企业的电子商务模式）则侧重于以其他企业为顾客的交易。正是这种差异，使人们对二者的应用需求也产生了变异。在订购的方式上，B2B电子商务和B2C电子商务也有差异。例如，当你订购办公用品及部件时，通常你会定期订购那些种类相同，数量一致的产品。重复和固定的订单是企业与企业电子商务活动的常见的采购方式。B2B电子商务的支付方式也与B2C电子商务有着不同的要求。一般来说，企业在支付货款时很少使用信用卡。而更有可能的是往往采用信用贷款和延期支付等方式。B2B电子商务应用模式就是根据这些要求设计的。另一个不同之处在于B2B的应用程序的搜索功能

240、的类型方面。浏览商品目录不一定就是必要的，因为这主要取决于顾客想要进行哪种B2B交易。你的公司在购买具体明确的商品时，可以通过配置和竞投功能来受益而不是通过浏览或搜索在线目录来获益。最后，B2B和B2C的联系方式各异。当你连接到B2B电子商务应用程序进行购物时，这通常就意味着你和一个交易方（买方或卖方）或者几个委托方（提供电子交易平台的机构或同意你使用B2B电子商务程序的机构）已经处于联系之中。因为是和相对稳定的名单中的商业伙伴打交道，所以你可以利用虚拟个人网络来安全获取防火墙内所选应用软件，这样可以免除在你的防火墙外复制数据和应用软件的需要。B2B和和B2C的区别的区别电子商务英语教程电子商

241、务英语教程（第二版）（第二版）EnglishForE-CommerceEnglishForE-Commerce开始学习ENTERChapter 3 Network Marketing第三章第三章 网络营销网络营销Unit 6Unit 6Unit 8Unit 8Unit 7Unit 7ContentsPassageBWordBankBActivitiesBPassageAWordBankAActivitiesAExpandingReadingWorkonlineBasicE-commerceEnglishWritingObjectivesObjectivesIntroductionVideoIn

242、thisunit,youwilllearn:RETURN1 hownetworkmarketingusestheInternetasameans1 howmarketingmixworks1 thebasictechnologyofE-Commerce1 BasicE-commerceEnglishWritingFocus:thetwogoalsnetworkmarketingfocusonNodus:theformationofmarketingmix.课文注释课文注释 前页后页目录Passage AThe Development Of Network MarketingNetworkmar

243、keting,alsoknownasonlinemarketing,usetheInternetasameanstotransmitinformation,communicatewiththemarketplace,advertise,promote,conductmarketresearch,attractcustomers,sellordistributeproductsandservices.ThisinvolvesuseofWebsitesande-mailtoinformcustomersaboutaproduct,solicittheirquestions,andacceptthe

244、irordersdirectlythroughtheelectronicmedium.Asadjuncttotraditionalmarketing,itsupportsandenhancestheoverallmarketingmessagesbyprovidingcomprehensiveinformationthatanswersconsumersquestionsaboutaparticularproductorservices.Italsoexploitsthenetworkingcapabilitiesofthewebbyusingonlinecommunityactivities

245、,linking,affiliatemarketing,e-mailmarketingandloyaltyprogram.12Word Bank课文录音课文录音Page 13课文注释课文注释 前页后页目录TheobjectivesofInternetmarketingshouldbetointegrateitintotheoverallmarketingstrategy,whereitsupportsandissupportedbyofflinemarketingactivities.Internetmarketingactivitiesaregenerallyfocusedontwogoal

246、s:generatingtraffictoyourwebsiteandenhancingthevalueofyourbrandandbrandloyaltywhichencouragesInternetdemographictobuyaparticularbrandtimeaftertimeandremaininsensitivetocompetitorsoffering.Youcanusewebmarketingtoenhanceyourcurrentmarketingactivities.Awell-designedwebsiteallowsyoutocommunicatemoreinte

247、ractivelythantraditionalpromotionalmethods.WiththecommercializationoftheInternetintheearly1990sanditsrapidgrowthtomillionsofpotentialcustomers,networkmarketingwasborn.Usingoftheinternetasabusinesstoolhasincreaseddramaticallysince1996.Itismergingwithour“real”worldandpenetratingintoalmosteveryaspectof

248、ourlife.4Page 2参考译文5课文录音课文录音1.Whatisnetworkmarketing?2.HowdoesInternetmarketingsupportandenhancetheoverallmarketingmessage?3.Whatisthefunctionofawell-designedwebsite?4.WhataretheobjectivesofInternetmarketing?5.Howwasnetworkmarketingborn?前页后页目录6.3 Activities6.3.1 Critical thinking1)transmitinformatio

249、n传播信息传播信息2)communicatewiththemarketplace联系市场联系市场3)conductmarketresearch做市场调查做市场调查4)solicitquestions征集（求）问题征集（求）问题5)acceptorders接受订单接受订单6）traditionalmarketing传统营销传统营销7）theoverallmarketingmessages整体市场消息整体市场消息8）comprehensiveinformation综合信息综合信息9）exploitthenetworkingcapabilities拓展网络功能拓展网络功能10）onlinecommu

250、nityactivities在线社区活动在线社区活动前页后页目录6.3.2 Translation practice6.3.2.1 Give the Chinese equivalents of the following words or expressions:前页后页目录6.3.2.2GivetheEnglishequivalentsofthefollowingwordsorexpressions1)会员营销会员营销 affiliate marketing 2)电子邮件营销电子邮件营销 e-mail marketing3)品牌忠诚计划（项目）品牌忠诚计划（项目） loyalty prog

251、ram 4)整体营销策略整体营销策略 the overall marketing strategy5)离线营销活动离线营销活动 offline marketing activities 6）创造流量（点击率）创造流量（点击率） generate traffic 7）鼓励网民）鼓励网民 encourage Internet demographic8）保持不受影响）保持不受影响 remain insensitive9)设计精良的网站设计精良的网站 a well-designed website 10)传统的推销手段传统的推销手段 traditional promotional methods1)T

252、hisinvolvesuseofWebsitesande-mailtoinformcustomersaboutaproduct,solicittheirquestions,andaccepttheirordersdirectlythroughtheelectronicmedium.2)Internetmarketingactivitiesaregenerallyfocusedontwogoals:generatingtraffictoyourwebsiteandenhancingthevalueofyourbrandandbrandloyalty.3)Awell-designedwebsite

253、allowsyoutocommunicatemoreinteractivelythantraditionalpromotionalmethods.4)WiththecommercializationoftheInternetintheearly1990sanditsrapidgrowthtomillionsofpotentialcustomers,networkmarketingwasborn.5)Usingoftheinternetasabusinesstoolhasincreaseddramaticallysince1996.6.3.2.3 Sentence translation fro

254、m English to Chinese:前页后页目录6.3.2.4 Sentence translation from Chinese to English1)我们应该充分利用网络媒体来传播正面新闻。(transmit)Weshouldmakefulluseofnetworkmediatotransmitpositivenews.2)我们的政府正在竭尽全力提高人民的生活水平。(enhance)Ourgovernmentisdoingitsbesttoenhancethelevelofthepeopleslife.3)我们可以把我们的两家小商店合并为一家大商行。(merge)Wecanmerg

255、eourtwosmallbusinessesintoalargerone.4)拓展业务是企业在竞争中得以生存的唯一的出路（exploit）Exploitingbusinessistheonlywayforthebusinesstosurviveinthecompetition.5)如今，电子商务已经渗透到人们日常生活中的方方面面。（penetrate）Today,e-commercehaspenetratedintoalmosteveryaspectofourdailylife.前页后页目录课文注释课文注释 前页后页目录Marketing MixPassage BWord Bank12Them

256、arketingmixisabusinesstoolusedinmarketingandbymarketers.Themarketingmixisoftencrucialwhendeterminingaproductorbrandsoffer.ItisoftenassociatedwiththefourPs:price,product,promotion,andplace.Inservicemarketing,however,thefourPsareexpandedtothesevenPsoreightPstoaddressthedifferentnatureofservices.Themar

257、ketingmixisreferredtothattheenterpriseexpectingtomeettheneedsofthetargetmarket,takesinconsidera-tiontheenvironment,abilityandcompe-titionsituation,soastogetvariousmar-ketingfactorscontrolledbyitselfoptimiz-edandapplied.Thefinalpurpose,ofcourse,istoachievebettereconomicbenefitsandsocialbenefits.Page

258、1课文录音课文录音课文注释课文注释 前页后页目录ProfessorMcCarthyputthecontrollablefactorsbyenterprisestocarryoutmarketingactivitiesintofourcategories,namelyproduct,price,placeandpromotion.Therefore,heputforwardthemarketingmixof4Ps.Uptothe1980s,withthemega-marketingideapresented,peoplehaveputforwardtheideathatthepoliticalp

259、owerandpublicrelationsshouldalsobeusedaspartofthecontrollablefactorstocarryoutmarketingactivitiesfortheenterprise,soastocreategoodinternationalmarketingenvironment.Hence,marketingmix6Pstookplace.Themarketingmixisnothingbuttheenterpriseitselftargetingthemarketrequirementsandcharacteristics,makesthein

260、tegrateduseofthecontrollablefactors,andgetthebestmixofthem,inordertoachievetheprofitgoalofthewholemarketingactivities.Thisissimilartothebrandbroadcastnewsagencythatlaunchesitsproductadvertisingcampaignsbycoveringthewholenetwork.Aswesee,inthecourseofmarketingmixing,thecontrollablefactorsconsistofprod

261、uct,price,place,promotion.Sinceeachofthe4factorshasgotitsowncontrollability,themarketmarketingmixisdynamicandcomplex.Page 2参考译文34课文录音课文录音1.Marketersusethemarketingmixasabusinesstoolinmarketing.2.MarketingmixhasnothingtodowiththefourPs:price,product,promotion,andplace.3.Toachievebettereconomicbenefit

262、sandsocialbenefitsisthefinalpurposefortheenterprisetousemarketingmix.4.Themarketingmixof4PswascreatedbyprofessorMcCarthy.5.Thewholepassagetellsuswhatdisadvantageswehaveinmarketingmix.前页后页目录6.6.1 Tell whether the following statements are (T) or false (F)答案1-T 2-F 3-T 4-T 5-F前页后页目录6.6.2 Match the Engl

263、ish on the left with the Chinese on the right答案1-C 2-A 3-E 4-B 5-D1marketingmixA服务业的不同性质2thedifferentnatureofservicesB可控的因素3competitionsituationC营销组合4controllablefactorsD大市场营销观念5themega-marketingideaE竞争形势Whenyouhaveconsideredabidfromoneormorevendors(卖主)andhavedecidedtoplacetheorder,youcanconfirmtheo

264、rderinwriting.Whenwewritetothecustomer,theinformationtobeimpartedis:nameofcommodity,modelnumber,size,andanyotherrelevantinformation;discussspecialneeds;deliveryandprice.Makesurewhatyouareorderingisspecificandclear.Afteracknowledgmentandacceptance,bothpartieswillsignacontractorasalesconfirmation.（销售确

265、认书）前页后页目录6.7BasicE-commerceEnglishWriting6.7.1 Introduction6.7.2SamplesSample 1Sample 2Sample 3The Writing of Orders 撰写订单撰写订单(1)Wedliketoorderyourproducts.Wellsendourofficialordertoday.我们想订你们的货，今天会寄上正式的订单。(2)WewanttoincreasethenumberofAR-26sonorderNo.99725.我们想增加99725号订单上AR-26的数量。(3)Wehaveeffecteddel

266、iveryofthegoodsyouordered.你方所订货物已经交运。(4)Unfortunately,itisnotpossibleforustomeetyourdeliveryrequirementsduetoasubstantialbacklogoforders.很遗憾，由于我们手中积压了大量订单，所以不能满足你方的交货要求。(5)Thegoodsyouorderedaremomentarilyoutofstock.你所订购的货物暂时缺货。(6)Duetoheavydemand,wecanacceptordersonlyforSeptemberdelivery.由于需求量大，我们只能

267、接受9月交货的订单。(7)Pleaseletushaveyouracknowledgmentoftheseordersbycablenolaterthantheafternoonofthe10th,otherwiseweshallhavetoplacethemelsewhere.恳请于10号下午以前，以电报告知对这些订单的承诺，否则我方将必须向别处订购。(8)Yourletterof4thSeptemberhasbeenreceived,weareinformedthatyoufindourcannedmeatsatisfactoryandconsiderplacingatrialorder.

268、你方9月4日来函收到。得知你们对肉罐头有兴趣，并考虑试订。前页后页目录6.7.4 Useful ExpressionsTranslatethefollowingsentencesintoChinese:1)Thankyouforyoursamplesandpricelistof10thSeptember,wearepleasedtofindthatyourmaterialappeartobeoffinequality.2)Foranoldcustomerlikeyou,wearewillingtoallowa5%commissiononeachmachine,plusadiscountof8%

269、onallordersreceivedbeforetheendofthismonth.3)Asthefoodsyouorderedarenowinstock,wewillshipthemwithoutfailasearlyaspossible.4)Inviewofyoururgentneedofthefoodsandthefoodrelationshipbetweenourtwoparties,wehavedecidedtoacceptyourorderinspiteofthecurrenttightsupplyposition,butwecandosoonlybyputtingoffours

270、upplytoanothercustomer.前页后页目录6.7.5 Writing Practice1.感谢贵方9月10日的样品和价目表，很高兴贵方提供的品种优良。2.对于你这样的老客户，我们愿意对每一部机器给5%的佣金，此外，对于在本月底之前收到的定单我们还会给8%的折扣。3.因为贵方订货尚有存货，本公司将一定尽快发运。4.鉴于你方急需此货以及你我双方的友好关系，尽管目前供货很紧，我方决定接受你方的订单，然而我方这样做是因为推迟了另一客户的交货期。参考答案参考答案FrontPageisapowerfultoolusedtodesign,createandpublishwebsites.Yo

271、uchoosethetypeofwebsiteyouwant,whileFrontPagegeneratesandorganizesallthewebsitedocumentsyouneed.Thenyoucanfillyourwebsitewiththetext,pictures,soundsandotherfeaturesyouwantyourvisitorstoexperience.ByusingatoollikeFrontPage,creatingawebsiteisnowmucheasierandmoreintuitivethanitwasinthepast.Youcanalsosk

272、iplearningHTML(shortforHypertextMarkupLanguage),whichisthelanguageorcodethatwebbrowsersusetopresentwebcontent.Todoallthesetasks,FrontPageoffersyouthreedifferentprograms.Theyare:FrontPageExplorer,FrontPageEditor,andFrontPagePersonalWebServer.FrontPageExplorerWhenyoustartFrontPage,thefirstthingyouwill

273、seeisFrontPageExplorer.Thisprogramletsyoucontrolthebasicdesignofyourwebsite.Here,youwillorganizehowthegroupofwebsitedocumentswillworktogetherasoneunifiedwebsite.ButtonsontheViewtoolbargiveyoutheopportunitytolookatyourwebsitedesigninsevendifferentways-likelookingatthesamethingfromsevendifferentperspe

274、ctives.前页后页目录CreateYourOwnWebWithFrontPageCreateYourOwnWebWithFrontPage6.8 Expanding Reading FrontPageEditorThisiswhereyoufine-tuneeachwebsitedocument-choosingwhatthepageswillsay,howtheywilllook,andwhatkindsoffeaturestheywillcontain.ThisisthepartofFrontPagewhereyoullspendmostofyourtime.Youwillseeman

275、ydifferenttoolbarsandbuttonsinFrontPageEditor.Eachoneisusedtochangeoptionsavailableonanindividualpage.Youwillfindoutmuchmoreabouttheseoptionslaterinthistutorial.FrontPagePersonalWebServerThispartofFrontPageislikethecoordinatorworkingbehindthescenes.YoudontactuallyworkinthispartofFrontPage;instead,Fr

276、ontPagePersonalWebServerrunsinthebackground,keepingeverythingworkingtogetherproperly.ThispartoftheprogramallowsyoutolookatyourwebsiteinbrowserslikeMicrosoftInternetExplorerorNetscapeNavigator-whicharetheprogramsyourvisitorswillusetolookatyourwebsite.BylookingatyourwebsiteinExplorerandNavigator,youwi

277、llseeyourwebsitethesamewayitwillappeartoyourwebsitevisitors.前页后页目录1)Visithttp:/ Work Online前页后页目录本单元学习完毕退出学习返回目录Word Bank AWord Bank AWord Bank ARETURNmeans/mi:nz/n.手段；方法integrate/intireit/vt.使成整体；adj.整合的transmit/trnzmit/vt.传输；传播strategy/strtidi/n.战略，策略distribute/distribju:t/vt.分配；散布generate/denreit

278、/vt.使形成；发生solicit/slisit/vt.征求；招揽；请求demographic/,demrfik/adj.人口统计学的medium/mi:dim/n.方法；媒体；媒介insensitive/insenstiv/adj.对没有感觉的enhance/inh:ns/vt.提高；加强；增加interactively/,intrktivli/adj.相互作用地；交互式地overall/uvr:l/adj.全部的；全体的dramatically/drmtikli/adv.戏剧性地capability/,keipbilti/n.能力；性能merge/m:d/vt.合并；使合并；融合affil

279、iate/filieit/n.隶属的机构；联盟penetrate/penitreit/v.渗透；穿透loyalty/lilti/n.忠诚；忠心单词录音单词录音Word Bank BWord Bank BWord Bank BRETURNmarketer/m:kit/n.市场商人；市场营销人员marketingmix营销组合crucial/kru:l/adj.重要的；决定性的associate/suieit/vi.交往；联想nature/neit/n.自然；性质；本性enterprise/entpraiz/n.企业；事业environment/invairnmnt/n.环境optimize/pt

280、imaiz/v.优化controllable/kntrulbl/adj.可控制的；可管理的mega-marketing大市场营销characteristic/,krktristik/n.特征；特性broadcast/br:dk:st/v.播送，播放campaign/kmpein/n.宣传活动controllability/kn,trulbiliti/n.可控性complex/kmpleks/adj.复杂的单词录音单词录音参考译文参考译文A A 网络营销（即多级营销，在线营销，计算机营销和互联网营销）利用网络作为工具来发布信息，联系市场，发布广告，促销产品，市场调研，发展顾客，提供产品与服务。它

281、也利用网站与电子邮件宣传产品联络顾客，解答问题并通过网络接受订单。作为传统营销的辅助，它通过提供回答客户关于特定产品或服务问题的综合信息，支持和提高全面的营销信息处理。通过在线社区活动、联系、会员营销、电子邮件营销及客户忠诚项目活动的开展，网络营销也拓展网络的性能。网络营销的目的是把网络营销整合为一个总的营销策略，它和离线营销活动相互支持。网络营销通常有两个目标：让顾客登陆你的网站，提高品牌价值与品牌忠诚即鼓励网民不断购买同一品牌的产品，而对竞争对手的产品不闻不问。你也可以利用网络营销加强当前的营销活动，与传统促销方法相比，一个设计优秀的网站会让你与顾客更好地互动与沟通。随着90年代早期网络的

282、商业化，以及成千上万的潜在顾客的迅速增加，网络营销应运而生，自1996年以来，利用网络作为媒介开展生意急剧增长，它正与我们的现实世界融为一体，并且渐渐地渗透到我们生活的方方面面。RETURN仅供参考网络营销的发展网络营销的发展 参考译文参考译文B B RETURN仅供参考市场营销组合是市场营销人员在市场营销中采用的一种商务手段。市场营销组合往往在决定产品或品牌价格时显得极为重要。它往往与4Ps有关联：即价格、产品、促销和销售渠道。不过在服务市场营销里，这4Ps扩大到7Ps或8Ps，用以说明服务行业的不同性质。所谓市场营销组合是指企业针对目标市场的需要，综合考虑环境、能力、竞争状况，对自己可控制

283、的各种营销因素进行优化组合和综合运用。其最终目的就是要取得更好的经济效益和社会效益。麦卡锡教授把企业开展营销活动的可控因素归纳为四类，即产品、价格、销售渠道和促销，因此，提出了市场营销的4Ps组合。但是到了八十年代，随着大市场营销观念的提出，人们又提出了应把政治力量和公共关系也作为企业开展营销活动的可控因素加以运用，为企业创造良好的国际市场营销环境。因此，就形成了市场营销的6Ps组合。市场营销组合是企业本身对目标市场的要求和特点，综合运用企业可控制因素，实行最佳组合，借此达到企业整体营销活动盈利的目标。这与品牌联播新闻机构通过对产品进行全网覆盖宣传方式类似。在进行市场营销组合活动中，企业的可控

284、因素包括了产品，价格，销售渠道，促销。由于这四个组合因素都具有其自身的可控性，因此市场营销组合具有动态性和复杂性。营销组合营销组合 RETURNMarketingOnline电子商务英语教程电子商务英语教程（第二版）（第二版）EnglishForE-CommerceEnglishForE-Commerce开始学习ENTERChapter 3 Network Marketing第三章第三章 网络营销网络营销Unit 6Unit 6Unit 8Unit 8Unit 7Unit 7ContentsPassageBWordBankBActivitiesBPassageAWordBankAActivit

285、iesAExpandingReadingWorkonlineBasicE-commerceEnglishWritingObjectivesObjectivesInthisunit,youwilllearn:RETURN1 theimportanceofnetworkmarketingstrategy1 thegoalsofnetworkmarketing1 thebasictechnologyofE-Commerce1 BasicE-commerceEnglishWritingFocus:howtounderstandnetworkmarketingstrategyNodus:howtoset

286、goalsfornetworkmarketing课文注释课文注释 前页后页目录Passage AThe Strategy of Network MarketingManyenterprisesdidnthaveclearideaanddeepunderstandingofthenetworkmarketingatthemomentwhentheyjuststartedtheirnetworkmarketingpromotionactivities.Mostbusinessmanagers,promotedjustbynewspapers,televisionsandothermedia,hur

287、riedtocarryouttheirnetworkmarketingstrategies.Theyexpectedtoexpandtheirbusinessesandsalesontheinternetwiththehelpofnetworkmarketing.However,theyfailedtomakedetailednetworkmarketingstrategyandhurriedtoputitintoeffect,whichresultedinunnecessarylossesoftheircompaniesinvestmentfunds.Networkmarketingisco

288、mparedtosystemengineering,whichinvolvesmanyaspects.Itneedstocombinetheirownactualsituationtoanalyzethedemandofthemarket,andwellmakethenetworkmarketingstrategysoastoachievethepromotingroleofnetworkmarketingforbusinessesintheend.Thestrategyincludeslaunchingbusinesswebsites,includingenterprisewebsite,p

289、ublishingbusinessinformation,marketingbudgets,selectingthemethodsofnetworkmarketing,promotingproducts,andarrangingthenetworkmarketingprofessionals,customerservicesandsoon.Thestrategyshouldputalloftheworkingoodplace.Itisthecarefulplanningthatcanmaketheenterprisegosmoothlyintheprocessofthenetworkmarke

290、ting,soastoachievetheidealeffectofnetworkmarketing.12Word Bank课文录音课文录音Page 134课文注释课文注释 前页后页目录Theconstructionofenterprisewebsiteisaveryimportantpartinthenetworkmarketingprocess.Butinfact,mostenterprisewebsiteshardlyplaytherolesofpublicityandpromotion,whichfailstoachievetheeffectsetoriginallyfornetwor

291、kmarketing.Thisisbecausetheenterprisesignorethepracticalityoftheenterprisewebsitewhiledesigningthesite.Instead,theyjustfocusonitsappearancedesign.Generally,enterprisesbelievethatwebsitesstandfortheirimages,sowantthesitestobedesignedbetterandmoreattractive.Thus,creativedesigns,Flashanimationsbecometh

292、efocusofattentionofenterprises.Theyseldomtakeinconsiderationwhetherthesitecanmeettheneedsofnetworkmarketing,orwhetheritisconducivetothefuturepromotion.Intheenvironmentofmarketeconomy,moreandmoreenterpriseswilldevelopintothenetwork.Theythinkcus-tomerswillacceptandbuytheirproductsaslongastheproductsca

293、nbeshownonthenetwork.Wecannotdenytheroleofthenetwork,butweshouldknowthatnotallproductsonthewebcanbegotaccessto.Thenetworkisnothingbutachannel.10yearsagothechannelwastakenastheking.Butourpresentmarkethaspassedthroughtheeraofchannelasking.So,youcanscarcelyopenthemarketsituationandoccupythemarketwithou

294、tacarefulstrategyandaperfectplan.Page 25参考译文课文录音课文录音1.Whydidmostbusinessmanagershurrytocarryouttheirnetworkmarketingstrategies?2.Isitnecessaryorunnecessaryforenterprisestomakeclearaboutnetworkmarketingbeforestartingtheirnetworkmarketingpromotionactivities?3.Whatwouldhappeniftheyfailedtomakedetailedn

295、etworkmarketingstrategyandhurriedtoputitintoeffect?4.Whatcanmaketheenterprisegosmoothlyintheprocessofthenetworkmarketing?5.Theauthorthinkstheconstructionofenterprisewebsiteisaveryimportantpartinthenetworkmarketingprocess.Doyouthinkso?前页后页目录7.3 Activities7.3.1 Critical thinking1)mostbusinessmanagers大

296、多数的业务经理大多数的业务经理2)makedetailednetworkmarketingstrategy制定详细的网络营销策略制定详细的网络营销策略3)resultinunnecessarylosses导致不必要的损失导致不必要的损失4)investmentfunds投资基金投资基金5)theconstructionofenterprisewebsite企业网站的构建企业网站的构建6）systemengineering系统工程系统工程7）playtherolesofpublicityandpromotion发挥宣传和推广作用发挥宣传和推广作用8）achievetheeffectsetorig

297、inally取得最初设定的效果取得最初设定的效果9）focusonitsappearancedesign注重其外观设计注重其外观设计10）Intheenvironmentofmarketeconomy在市场经济环境中在市场经济环境中前页后页目录7.3.2 Translation practice7.3.2.1 Give the Chinese equivalents of the following words or expressions:前页后页目录7.3.2.2GivetheEnglishequivalentsofthefollowingwordsorexpressions1)创新设计创

298、新设计creativedesigns2)关注的焦点关注的焦点thefocusofattention3)网络的作用网络的作用theroleofthenetwork4)打开市场局面打开市场局面openthemarketsituation5)占领市场占领市场occupythemarket6）实用性实用性practicality7）代表他们的形象代表他们的形象standfortheirimages8）获得理想的网络营销效果）获得理想的网络营销效果achievetheidealeffectofnetworkmarketing9)推销产品推销产品promotingproducts10)扩大业务和销售扩大业

299、务和销售expandbusinessesandsales1)Manyenterprisesdidnthaveclearideaanddeepunderstandingofthenetworkmarketingatthemomentwhentheyjuststartedtheirnetworkmarketingpromotionactivities.2)Theyexpectedtoexpandtheirbusinessesandsalesontheinternetwiththehelpofnetworkmarketing.3)Butinfact,mostenterprisewebsiteshar

300、dlyplaytherolesofpublicityandpromotion,whichfailstoachievetheeffectsetoriginallyfornetworkmarketing.4)Wecannotdenytheroleofthenetwork,butweshouldknowthatnotallproductsonthewebcanbegotaccessto.5)So,youcanscarcelybreakintoandoccupythemarketwithoutacarefulstrategyandaperfectplan.7.3.2.3 Sentence transl

301、ation from English to Chinese:前页后页目录7.3.2.4 Sentence translation from Chinese to English1)实现中国梦是我们年轻人的职责。(carryout)ItisthedutyofusyoungpeopletocarryouttheChineseDream.2)我们必须将这个计划尽快付诸实施。(putintoeffect)Wehavetoputthisplanintoeffectassoonaspossible.3)如果你没有清楚地理解网络营销，就不要匆忙实施营销计划。(fail)Ifyoufailtohaveclea

302、rideaofnetworkmarketing,donthurrytocarryoutyournetworkmarketingstrategies.4)众所周知，新鲜空气有利于健康。（conducive）Asisknowntoall,freshairisconducivetohealth.5)只要不下雨，我们就可以去。（aslongas）Aslongasitdoesntrain,wecango.前页后页目录课文注释课文注释 前页后页目录The Goals of Network MarketingPassage BWord Bank12Thefirststepofnetworkmarketing

303、strategyistofindoutthenetworkmarketingobjectivesinthecertainperiodfortheenterprise.Goalssettinginvolvesfivemaincategories:thesalestargets,thegoalsofstrengtheningservices,brand-typenetworkmarketingtargets,enhanced-typemarketingtargetsandmixed-typenetworkmarketingobjectives.Afterthetargetsset,evaluate

304、whatkindofnetworkmarketingstrategyandtacticstheenterpriseshouldtakesoastoachieveitsgoal.Atpresent,thefocalpointofnetworkmarketingstrategymainlyincludes:thereconstructionofcustomerrelationships.Thatistosay,thekeytosuccessofthenetworkmarketingishowtocrossregional,culturalandtemporalgapssoastorebuildth

305、erelationshipwithcustomers.Besides,youshouldexplorenetworkcustomers,attractcustomers,retaincustomers,learnwhatthecustomersdesireandmaintaintherelationshipwithcustomersbyusingpersonalserviceinteraction.Thenhowcantheenterprisebuildtheirowncustomernetwork?Howcantheystrengthentheirowncustomernetwork?The

306、bestansweristomakeawell-donemarketingstrategy.Trytomakeuseofnetwork,offeryourcustomersone-to-one,uniqueandpersonalizedproductsorservices.Whatsmore?Buildnetworkmarketingpartnersfortheenterprise,makegooduseofthenetwork,cooperatewithyournetworkmarketingpartners,soastoformscaleofresourcesandcreatecompet

307、itiveadvantages.Trytoassociateyourenterprisewebsitewithotherwebsitessoastoattractmorecustomersfrominternet.Page 13课文录音课文录音课文注释课文注释 前页后页目录Whenthemanagersoftheenterprisehavecertainknowledgeofthenetworkmarketingobjectivesandstrategies,manyenterprisestendtoneglectsettingnetworkmarketingmanagementinadvan

308、ce,whichisalsothekeytoensuringthemarketingeffectiveness.Thispartincludesthedeterminationoftheselectionandquantitativeindicatorsofnetworkmarketingmanagementmodelandtheadministrativedepartmentsofnetworkmarketingplanningandthefinancialbudgetandthemanagementoffeedbackinformation.Someofthefeedbackinforma

309、tionmayturntobevariousquestionsraisedbycustomers,towhichthedepartmentsconcernedshouldgiveanswersassoonaspossible.Asforthosefrequentlyaskedquestions,youcanofferinstantpre-readyanswersbypre-settingautorespondersorjustletthemselvessearchcompanysFAQs.Eveniftherearesomequestionsthatcantbeansweredrightawa

310、y,thecompanyshouldpromptlyreplytothequestioners,andpromisetorespondwithinthetimelimit-usuallyitshouldbewithin24hours.Dontkeepyourcustomerswaitingtoolong.Ortheywouldlosepatienceandturnaway,whichresultsinyourlosingcustomerresource.Page 24参考译文课文录音课文录音1.Tofindoutthenetworkmarketingobjectivesinthecertain

311、periodfortheenterpriseisnotsoimportantastheauthorthinks.2.Howtocrossregional,culturalandtemporalgapssoastorebuildtherelationshipwithcustomersisthekeytosuccessofthenetworkmarketing.3.Ifyouwanttoattractmorecustomersfrominternet,youshouldassociateyourenterprisewebsitewithotherwebsites.4.Theauthorsugges

312、tsthatyoushouldanswerallthequestionsraisedbycustomersrightaway.5.Themainideaofthefirstparagraphishowtosetgoalsfornetworkmarketing.前页后页目录7.6.1 Tell whether the following statements are (T) or false (F)答案1-F 2-T 3-T 4-F 5-F前页后页目录7.6.2 Match the English on the left with the Chinese on the right答案1-D 2-

313、C 3-A 4-E 5-B1networkmarketingstrategyandtacticsA跨越地域、文化和时空差距2thereconstructionofcustomerrelationshipsB反馈信息管理3crossregional,culturalandtemporalgapsC建立客户关系4personalserviceinteraction.D网络营销战略战术5themanagementoffeedbackinformationE个人互动服务Itisnecessaryforthebusinessmantoreceivetheinformationbeforehebuysap

314、articularproduct.Hemayaskforacatalogue,pricelist,samplessamplebookoraskforanoffer,etc.Aletterofenquireshouldbewrittenbriefly,clearlyandpolitelytothepoint.Andthereplytoanenquiryshouldbeaccurate,positiveandprompt.Meanwhile,youcanemphasizeyourproductsorgoodservicesinthereplies.前页后页目录7.7BasicE-commerceE

315、nglishWriting7.7.1 Introduction7.7.2SamplesSample 1Sample 2Enquiries and Replies 询盘及答复询盘及答复(1)Ifyouorderfor5,000sets,wewouldgrantyou10%discount.如果你方能订购5000台，我们将给予10%的折扣。(2)Wehavemuchpleasureinenclosingaquotationsheetforourproducts,andtrustthattheirhighqualitywillinduceyoutoplaceatrialorder.我们很高兴地随信附

316、寄给您我们产品的报价单，相信该产品的优质质量会吸引你们试销订购。(3)Ifyourpriceisreasonableanddeliveryissuperiortoothersuppliers,wewillbepleasedtoplaceanorderwithyou.如果贵方价格合理，交货优于其它供应商，本公司将很乐意订购。(4)Itwouldbeappreciatedifsamplescouldbeforwardedtous.如能寄来样品，我们将十分感谢。(5)Allquotationsaresubjecttoourfinalconfirmation.Unlessotherwisestated

317、oragreedupon,allpricesarenetwithoutcommission.所有报价以我方最后确认为准。除非另有规定或经双方同意，所有价格都是不含佣金的净价。前页后页目录7.7.3 Useful Expressions(6)Yourattentionisdrawntothefactthatwedonthavemuchreadystockonhand.Therefore,itisimperativethat,inordertoenableustoeffectearlyshipment,yourletterofcreditshouldbeopenedintimeifourprice

318、meetswithyourapproval.请注意我方现货不多，如同意我方报价，望及时开出信用证，以便我方尽快安排装运。(7)Nowthatwevealreadymadeaninquiryaboutyourarticles,willyoupleasereplyassoonaspossible?既然我们已经对你们产品询价，可否尽快给予答复？(8)Enquiriesaresolargethatwecanonlyallotyou200cases.询盘如此之多，我们只能分给你们200箱货。(9)Ifyourpricesarefavorable,Icanplacetheorderrightaway.如果

319、你们的价格优惠，我们可以马上订货。(10)Inordertogiveyougeneralideaofproductsthatwemanaged,weencloseacompletesetoflettersshowingspecificationsandmeansofpacking.为了使你对我们经营的产品有一个概念，兹附上一整套注有规格和包装的活页说明书。前页后页目录Writealetterwiththegiveninformation:敬启者：很高兴接到您三月九日的询问函，依照您的要求，我们随函附上贵公司索要的图解目录及价格表一份，相信您会很感兴趣。我们的产品价格优于市面上同类产品的价格，且

320、保证质量。由于市场需要量很大，故您想保证在五月之前交货，应尽快提出您的订单。盼尽早接到您的指示。前页后页目录7.7.4 Writing PracticeDearSir,WewereverypleasedtoreceiveyourenquiryofMarch9andencloseourillustratedcatalogueandpricelistgivingthedetailyouaskfor.Wearesureyouwillbeinterestedinourlist.Thepriceofourproductsisprecededsimilaroneandispledgedquality.As

321、theitemyouenquiredisinshortsupply,youshouldassuretoputforwardyourorderformasquicklyasyoucanbeforedeliveringthegoodsinMay.Wearelookingforwardtoyourearlyreply.参考答案参考答案TheWeboffersaricharrayofcontentandservices.Justspendafewminuteslearninghowtomakethemostofyoursurfingexperienceandyouaresuretofindgreatf

322、uninit.TheWorldWideWeb(WWW)isacollectionofelectronicdocumentsthatarelinkedtogetherlikeaspiderweb.Thesedocumentsarestoredoncomputerscalledserverslocatedaroundtheworld.TheWebhasevolvedintoaglobalelectronicpublishingmediumandincreasingly,amediumforconductingelectroniccommerce.Webpagesarestoredonwebserv

323、erslocatedaroundtheglobe.EnteringtheURL(UniformResourceLocator)ofawebpageinyourwebbrowserorclickingalinksendsarequesttotheserverwhichhoststhepage.Theserversendsthewebpagetoyourcomputerandyourwebbrowserdisplaysitonyourscreen.前页后页目录AccesstoWebandWebsitesAccesstoWebandWebsites7.8 Expanding Reading Aweb

324、page(suchastheoneyouarelookingatnow)isanelectronicdocumentwritteninacomputerlanguagecalledHTML(HypertextMarkupLanguage).Webpagescancontaintext,graphics,video,animation,andsound,aswellasinteractivefeatures,suchasdataentryforms.EachpagehasauniqueaddressknownasaURL(UniformResourceLocator),whichidentifi

325、esitslocationontheserver.Webpagesusuallycontainhyperlinkstootherwebpages.HyperlinksaretextandimagesthatreferencetheURLsofotherwebpages.Awebsiteisoneormorewebpagesthatrelatetoacommontheme,suchasaperson,business,organization,orasubject,suchassports.Thefirstpageiscalledthehomepage,whichactslikeanindex,

326、indicatingthecontentonthesite.Fromthehomepage,youcanclickhyperlinkstoaccessotherwebpages.Therearethreemainwaystomovebetweenwebpagesorwebsites:1)Clickingatexthyperlink.2)Clickingahyperlinkedgraphicimage,suchasabutton,photograph,ordrawing.3)TypingtheURLofawebpageinthelocationbox(alsoknownastheaddressf

327、ield)ofyourwebbrowserandthepressingtheEnterorReturnkey.前页后页目录Testyoursurfingskills;youcangettothesameplaceinavarietyofways:1)TypetheURLhttp:/inthelocationbox(theaddressfield),ofyourwebbrowserandpresstheEnterorReturnkey.Toreturntothispage,clicktheBackbuttononyourbrowser.2)Clickthehyperlinkedimagebelo

328、wtogotothesamewebsite.ThenclickthehyperlinkedwordsGetStartedandatlastfindtheinformationonNavigatingtheSite .7.9 Work Online前页后页目录本单元学习完毕退出学习返回目录Word Bank AWord Bank AWord Bank ARETURNfail/feil/vi.失败，不及格；破产construction/knstrkn/n.建设；构建；建筑物detailed/di:teild/adj.详细的，精细的publicity/pblisiti/n.宣传，宣扬fund/fnd

329、/n.基金；资金practicality/,prktikliti/n.实用性，实际性engineering/,endiniri/n.工程appearance/pirns/n.外貌，外观analyze/nlaiz/vt.对进行分析animation/,nimein/n.动画publish/pbli/vt.出版；发表；公布conducive/kndju:siv/adj.有益的；有助于的budget/bdit/n.预算deny/deny/vt.否定，否认professional/prfenl/adj.专业的；职业的channel/tnl/n.渠道；通道；频道ideal/aidil/adj.理想的；完

330、美的occupy/kjupai/vt.占据，占领单词录音单词录音Word Bank BWord Bank BWord Bank BRETURNevaluate/ivljueit/v.评价；估价unique/ju:ni:k/adj.独特的，稀罕的；唯一的tactic/tktik/n.策略personalize/p:snlaiz/vt.使个性化reconstruction/,ri:knstrkn/n.再建，重建neglect/nilekt/vt.疏忽，忽视；忽略regional/ri:dnl/adj.地区的；局部的ensure/inu/vt.保证，确保temporal/temprl/adj.暂时的

331、；当时的quantitative/kwntittiv/adj.定量的gap/p/n.间隙；缺口indicator/indikeit/n.指示器retain/ritein/vt.保持；保留administrative/dministrtiv/adj.管理的，行政的maintain/meintein/vt.维持；继续；维修feedback/fi:dbk/n.反馈interaction/,intrkn/n.相互作用；交互作用questioner/kwestn/n.发问者单词录音单词录音参考译文参考译文A A RETURN仅供参考网络营销策略网络营销策略 许多企业在刚开始进行网络营销宣传推广活动时，对

332、网络营销没有清晰的概念和深刻的理解。大多数企业管理者通过报纸、电视和其他媒体宣传就冲动地实行了网络营销计划。他们希望借助网络营销在互联网上扩大他们的业务和销售。但往往因为没有做好详细的网络营销计划而匆忙实行网络营销，结果令企业损失不必要的投资资金。网络营销好比是一个系统工程，涉及到很多方面，需要结合企业自身的实际情况，对市场进行需求分析，细致分析做好网络营销计划，最终才能够实现网络营销对企业宣传推广的作用。计划包括企业网站的建设、发布企业信息，营销预算，选择网络营销方式和推广产品，安排网络营销专业销售人员、客户服务等等，计划要把所有的工作安排到位，周密的计划能够使企业在网络营销过程平稳地进行，

333、从而达到理想的网络营销效果。构建企业网站是在网络营销过程中非常重要的一环。但事实上，大多数企业网站并没有发挥出宣传推广的作用，起不到网络营销最初设定的效果。这是因为企业在建设网站时忽略了企业网站的实用性，而是一味地着重于网站的外观设计。企业认为网站是企业在互联网的形象，因此希望网站做得更好更漂亮，创意设计，Flash动画，成为企业关注的重点，至于网站是否符合网络营销的需要，是否有利于未来宣传推广都不考虑。在市场经济的大环境下，越来越多的企业将发展伸向了网络。他们以为只要产品能在网络上展示，就一定会被消费者认可和购买。我们不能否认网络的作用，但并不是所有的产品在网络上都是畅通无阻的。网络只不过是

334、一个渠道，十年前渠道为王，现今的市场已经过了“渠道为王”的时代。因此。要想打开市场局面，占据市场的前沿阵地，没有精心的策划、缜密的规划几乎是行不通的。参考译文参考译文B B RETURN仅供参考网络营销整体策划的第一步就要找出该企业在这个时期的网络营销目标。目标设置主要涉及五类：销售目标、增强服务目标、品牌型网络营销目标、提升型网络营销目标以及混合型网络营销目标。确定目标之后，就要考核企业要达到其目标要采取什么样的网络营销战略和战术。当今网络营销战略的重点主要包括顾客关系的再造。也即是说，网络营销能否成功的关键是如何跨越地域、文化和时空差距，从而再造顾客关系。此外，应该发掘网络顾客、吸引顾客、

335、留住顾客，了解顾客的愿望以及利用个人互动服务与顾客维持关系。那么，企业如何建立自己的顾客网络？如何巩固自己的顾客网络？佳答案就是：制定周全的市场营销策略。利用网络优势，一对一地向顾客提供独特化、个性化的产品或服务;再有就是建立企业的网上营销伙伴，善用网络，与网上营销伙伴合作，并以网络合作伙伴所形成的资源规模创造竞争优势，将企业自己的网站与他人的网站关联起来，以吸引更多的网络顾客。当企业管理者对网络营销的目标和战略已经有了一定认识时，预先做好网络营销管理设置是很多企业通常会忽略的部分，同时这也是保证企业营销效果的关键。这部分包括网络营销管理模型的选择和量化指标的确定以及网络营销策划的管理部门和财

336、务预算以及反馈信息的管理。反馈信息中有一部分内容可能是顾客提出的各类问题，对这些问题公司有关部门应尽可能快地给予答复。对一些常问的问题可通过预先设置自动应答器立即给出预备的答复，让他查询企业的FAQs。对一些不能即时答复的问题，公司应及时回复提问者，并承诺给出答复的时间限制通常应该在24小时内。千万不要让你的客户等太久，要不然他们就会失去耐心而走人，其结果是：你失去客户资源。确立网络营销目标确立网络营销目标 电子商务英语教程电子商务英语教程（第二版）（第二版）EnglishForE-CommerceEnglishForE-Commerce开始学习ENTERChapter 3 Network M

337、arketing第三章第三章 网络营销网络营销Unit 6Unit 6Unit 8Unit 8Unit 7Unit 7ContentsObjectivesObjectivesPassageBWordBankBActivitiesBPassageAWordBankAActivitiesAExpandingReadingWorkonlineBasicE-commerceEnglishWritingInthisunit,youwilllearn:RETURN1 whatmobilemarketingisdefinedas1 theevolutionofSMSmarketing1 thebasicte

338、chnologyofE-Commerce1 BasicE-commerceEnglishWritingFocus:thedifferencebetweenmobileandtraditionalmarketingNodus:howSMSmarketingworks课文注释课文注释 前页后页目录Passage AMobile MarketingMobilemarketingismarketingonorwithamobiledevice,suchasacellphone.Mobilemarketingcanalsobedefinedas“theuseofthemobilemediumasamea

339、nsofmarketingcommunication”,or“thedistributionofanykindofpromotionaloradvertisingmessagestocustomerthroughwirelessnetworks”.Inthecontextofmobilecommerce,mobilemarketingreferstomarketingsenttomobiledevices.Manyacompanyclaimsthattheyhavegotfarbetterresponsefrommobilemarketingcampaignsthanfromtradition

340、alcampaigns.Theprimaryreasonforthisistheinstantnatureofcustomerdecision-makingthatmobileappsandwebsitesenable.Theconsumercanreceiveamarketingmessageordiscountcouponand,withinafewseconds,makeadecisiontobuyandgoontocompletethesalewithoutdisruptingtheircurrentreal-worldactivity.Forexample,abusymomtendi

341、ngtoherhouseholdchoreswithababyinherarmcouldreceiveamarketingmessageonhermobileaboutbabyproductsfromalocalstore.Shecan,withinafewclicks,placeanorderforhersupplieswithouthavingtoplanaheadforit.Nomoreneedtoreachforherpurseandhuntforcreditcards,noneedtologintoherlaptopandtrytorecallthewebaddressofthest

342、oreshevisitedlastweek,andsurelynoneedtofindababysittertocoverforherwhilesherunstothelocalstore.12Word Bank课文录音课文录音Page 134课文注释课文注释 前页后页目录Researchdemonstratesthatconsumersofmobileandwire-linemarketsrepresenttwodistinctgroupswhoaredrivenbydifferentvaluesandbehaviors,andwhoexhibitdissimilarpsychographi

343、canddemographicprofiles.Asaresult,successfulmobilecommercerequiresthedevelopmentofmarketingcampaignstargetedtothisparticularmarketsegment.Atpresent,althoughthemobilemarketingisanewmarketingchannel,yetinthenext10yearsitwillsoonbecometheprimarymeanstoconnectcustomersbymerchants.Thisisbecausepeoplehave

344、beengettingmoreandmorefamiliarwithanddependentondigitalcommunicationmodes,whichalsoincludesmobilephones.Datashows,in2012thenumberoftheglobalmobilephoneusersreached4.5billions,thepopularityrateis65.7%,farmorethanthefixedtelephoneusers.Mobilephoneshavebecomethemaintoolforcommunication.Itissaidthatthen

345、umberofmobilephoneusersinChinahasexceeded1billion.Andeachmonththereare350billionsoftextmessagesacrosstheworld,15%ofwhicharerelatedtobusinessandmarketing.Thismakesshortmassagesplaythemainroleinmobilemarketing.Page 2参考译文课文录音课文录音1.Whatisthedefinitionofmobilemarketing?2.Whydosomanycompaniesclaimthatthey

346、havegotfarbetterresponsefrommobilemarketingcampaignsthanfromtraditionalcampaigns?3.Canyougiveanexampletoexplaintheinstantnatureofcustomerdecision-makingthatmobileappsandwebsitesenable?4.Whatshouldthemobilecommercerequiretodoifitwantstobesuccessful?5.Howmanytextmessagesaresentoffacrosstheworldeachmon

347、th?前页后页目录8.3 Activities8.3.1 Critical thinking1)mobilemedium移动媒体移动媒体2)advertisingmessages广告信息广告信息3)wirelessnetworks无线网络无线网络4)inthecontextofmobilecommerce在移动商务环境下在移动商务环境下5)dissimilarpsychographicanddemographicprofiles不同的心里与年龄分布状况不同的心里与年龄分布状况6）theinstantnatureofcustomerdecision-making客户决策的即时性客户决策的即时性7

348、）particularmarketsegment特殊的市场区间特殊的市场区间8）currentreal-worldactivity现实活动现实活动9）householdchores家务活家务活10）anewmarketingchannel一种新的营销渠道一种新的营销渠道前页后页目录8.3.2 Translation practice8.3.2.1 Give the Chinese equivalents of the following words or expressions:前页后页目录8.3.2.2GivetheEnglishequivalentsofthefollowingwordso

349、rexpressions1)主要手段主要手段theprimarymeans2)数字通信模式数字通信模式digitalcommunicationmodes3)全球手机用户全球手机用户theglobalmobilephoneusers4)普及率普及率thepopularityrate5)固定手机用户固定手机用户thefixedtelephoneusers6）担任主要角色担任主要角色playthemainrole7）下订单下订单placeanorder8）不同的价值观和行为方式不同的价值观和行为方式differentvaluesandbehaviors9)移动营销宣传活动移动营销宣传活动mobile

350、marketingcampaigns10)优惠券优惠券discountcoupon1)Mobilemarketingismarketingonorwithamobiledevice,suchasacellphone.2)Researchdemonstratesthatconsumersofmobileandwire-linemarketsrepresenttwodistinctgroupswhoaredrivenbydifferentvaluesandbehaviors,andwhoexhibitdissimilarpsychographicanddemographicprofiles.3)T

351、heprimaryreasonforthisistheinstantnatureofcustomerdecision-makingthatmobileappsandwebsitesenable.4)Atpresent,althoughthemobilemarketingisanewmarketingchannel,yetinthenext10yearsitwillsoonbecometheprimarymeanstoconnectcustomersbymerchants.5)Thisisbecausepeoplehavebeengettingmoreandmorefamiliarwithand

352、dependentondigitalcommunicationmodes,whichalsoincludesmobilephones.8.3.2.3 Sentence translation from English to Chinese:前页后页目录8.3.2.4 Sentence translation from Chinese to English1)你必须说清楚为什么拒绝她的邀请。(define)Youhavetodefinewhyyourefusedherinvitation.2)在过去，许多老人都无家可归。(manya)Manyanoldmanusedtobehomelessint

353、hepast.3)请为我从书房里将那本书拿来，放在这张书桌上。（reachfor）Pleasereachforthebookfromthestudyandthenputitonthedeskforme.4)昨晚我在宿舍给我父母写信，突然有人走进来，打断了我的思路。（disrupt）Iwaswritingalettertomyparentswhensomeonecameinanddisruptedmythought.5)她过去常常显示自己那苗条的身材。（exhibit）Sheusedtoexhibitherslimfigure.前页后页目录课文注释课文注释 前页后页目录SMS Marketing

354、Passage BWord Bank12Withthecontinuousdevelopmentoftheeconomyandmarketingmeansconstantlyupdated,SMSmarketinghasnowbecomeanewmarketingmode.Asthefifthmedia,theplatformofmobilephoneshortmessagehasbeenpaidgreatattentiontobybusinessesbecauseofitsadvantagessuchashighspeed,highefficiency,lowcost,highaccurac

355、yandincomparablywideaudience.Moreandmoreenterpriseshavesmelttheprofitableopportunitiesinit.Comparedwiththetraditionaladvertisingmethods,suchasbillboards,leaflets,brochures,whichcostusagreatdealofhumanandmaterialresourceswithslowefficiency,limitedrangeofpropaganda,mobilephoneshavemuchhugerusergroupsa

356、ndapowerfulSMSplatform.Marketingthroughcell-phonesSMS(ShortMessageService)becameincreasinglypopularintheearly2000sinEuropeandsomepartsofAsiawhenbusinessesstartedtocollectmobilephonenumbersandsendoffwanted(orunwanted)content.Onaverage,SMSmessagesarereadwithinfourminutes,makingthemhighlyconvertible.Pa

357、ge 1课文录音课文录音课文注释课文注释 前页后页目录OverthepastfewyearsSMSmarketinghasbecomealegitimateadvertisingchannelinsomepartsoftheworld.Thisisbecauseunlikeemailoverthepublicinternet,thecarrierswhosupervisetheirownnetworkshavesetguidelinesandbestpracticesforthemobilemediaindustry(includingmobileadvertising).TheIAB(Int

358、eractiveAdvertisingBureau)andtheMobileMarketingAssociationaswell,haveestablishedguidelinesandaretryingtheirbesttoadvocatetheuseofthemobilechannelformarketers.WhilethishasbeenfruitfulindevelopedregionssuchasNorthAmerica,WesternEuropeandsomeothercountries,mobileSPAMmessages(SMSsenttomobilesubscribersw

359、ithoutalegitimateandclearopt-inbythesubscriber)remainanissueinmanyotherpartsoftheworld,partlyduetothecarrierssellingtheirmemberdatabasestothirdparties.MobilemarketingviaSMShasexpandedrapidlyinEuropeandAsiaasanewchanneltoreachtheconsumer.SMSinitiallyreceivednegativemediacoverageinmanypartsofEuropefor

360、beinganewformofspamassomeadvertiserspurchasedlistsandsentunsolicitedcontenttoconsumersphones.However,asguidelinesareputinplacebythemobileoperators,SMShasbecomethemostpopularbranchoftheMobileMarketingindustrywithseveral100millionadvertisingSMSsentouteverymonthinEuropealone.Page 24参考译文课文录音课文录音31.Billb

361、oards,leafletsandbrochuresbelongtotraditionaladvertisingmethods.2.Generallyspeaking,SMSmessagesarereadwithinfourminutes,whichmakesthemquiteeasytotransmit.3.ItisstillabigproblemforpeopleallovertheworldtogetridofmobileSPAMmessages.4.Lessthan100millionsofadvertisingshortmessagesaresentouteverymonthinEu

362、ropealone.5.ThemainideaofthepassagetellsusthattheauthordislikeSMSatall.前页后页目录8.6.1 Tell whether the following statements are true(T) or false (F)答案1-T 2-T 3-T 4-F 5-F前页后页目录8.6.2 Match the English on the left with the Chinese on the right答案1-E 2-D 3-A 4-B 5-C1anewmarketingmodeA人力物力资源2wideaudienceB范围有

363、限的宣传手段3humanandmaterialresourcesC合法的广告宣传渠道4limitedrangeofpropagandaD广泛的受众5alegitimateadvertisingchannelE新型的营销方式Beforeforminganagreement,deliveringgoodsorservice,businessmenalwaysuseaprocessof“offer”and“counter-offer”.Anofferisapromisetosupplygoodsonthetermsandconditionsstated.Itwillincludethefollowi

364、ng:前页后页目录8.7BasicE-commerceEnglishWriting8.7.1 Introduction8.7.2SampleSample 1Offers and Counter-offers 报盘及还盘报盘及还盘Nameofcommodities,quality,quantity;Detailsofprices,discounts,termsofpayment;Packinganddeliverydate;Validityoftheoffer;Favorablecommentsonthegoodsthemselves;Anexpressionofhopesforanorder.

365、前页后页目录8.7.3 Counter-offerInthecounter-offer,thebuyermayshowhisagreementordisagreementtothecertaintermsandstatehisownideas.Manycounter-offersmaytakeplacebeforethefinalagreementissigned.Thiskindoflettershouldbecarefullywrittenanditshouldshowaviewtogoodwillandtoencouragingbusiness.SampleSample 2(1)Noww

366、elookforwardtoreplyingtoourofferintheformofcounter-offer.现在我们希望你们能以还盘的形式对我方报盘予以答复。(2)Wemakeacounter-offertoyouof$150permetrictonF.O.B.London.我们还价为每公吨伦敦离岸价150美元。(3)Illrespondtoyourcounter-offerbyreducingourpricebythreedollars.我同意你们的还价，减价3元。(4)Wehavereceivedoffersrecently,mostofwhicharebelow100U.S.dol

367、lars.我们最近的报价大多数都在100美元以下。(5)Weofferfirmforreply11a.m.tomorrow.我们报实盘，以明天上午11点答复为有效。(6)Wecantacceptyourofferunlessthepriceisreducedby5%.除非你们减价5%，否则我们无法接受报盘。(7)AllyourpricesareonC.I.F.basis.你们所有价格都是成本加运费保险费价格。(8)OurofferisRMB300persetoftape-recorder,F.O.B.Tianjin.我们的报价是每台收录机300元人民币，天津离岸价。前页后页目录8.7.3 Us

368、eful ExpressionsWritealetterwiththegiveninformation:敬启者:事由:日本胶印机300台你公司2月24日来信，要求日本胶印机的报价，已经阅悉。现给你方胶印机每台$56,000，在接受我们的报价时应支付总额的一半，在我们安装并运行机器后一个月内你们应交付金额的另一半。假如你方认为上述报盘可以接受，请即来电以便我方确认。前页后页目录8.7.5 Writing PracticeDearSir,Offerforyour300offsetprintingmachinesmadeinJapanWehavereceivedyouresteemedlettero

369、fFebruary24onthecaptionedmatter,wewouldliketomakethefollowingofferforyoutopurchaseit.Ourofferisaccordingly$56,000perset,ourofferissolowthattherewillbenootherfirminapositiontomakeyouamorefavorablebidanddeliverfaultlessworkmanship.Weproposepayingone-halfofthissumonyouracceptanceofouroffer,andone-halfo

370、nemonthaftersuccessfulinstallationandrunningofthemachine.Ifagreed,plsgiveusapromptreplyforourconfirmation.Yourstruly,参考答案参考答案CuteFTPisaWindows-basedFileTransferProtocol(FTP)clientthatallowsuserstoutilizethecapabilitiesofFTPwithouthavingtoknowallthedetailsoftheprotocolitself.Downloadafree30-daytrialv

371、ersionofCuteFTP.Afterthattime,youmustregistertheprogramtocontinueusingit.SettingUpCuteFTP1.ConnecttoyourInternetServiceProvider(ISP).(Disregardthisstepifyouareinthelab).BeforeyoucanconnecttoyourFTPsite,youmustbeconnectedtoyourISP.UnlessyouareconnectedtoyourISPbeforeyoulaunchCuteFTP,itwillnotconnectt

372、oanyFTPsite.2.StartCuteFTPbyclickingtheCuteFTPiconthatwascreatedduringinstallation.Ifadesktopiconwasntcreatedduringtheinstallation,youcanselectCuteFTPfromtheWindowsprogrammenu.TheSiteManagerscreenwillbedisplayed.ThisiswhereyouwillentertheFTPserverinformationtoconnecttotheremotecomputerwhereyourfiles

373、willreside.TheSiteManagerhastwowindows.Theleftwindowcontainsseveralpredefinedfolders.Intherightwindow,thecontentsofanyselectedfolderaredisplayed.前页后页目录HowtoUseCuteFTP?HowtoUseCuteFTP?8.8 Expanding Reading See fig. 13.IntheSiteManagerwindow,clickNewandchooseFTPSitefromthedropdownmenu.4.ConfigureyourF

374、TPConnection.IntheSiteManagerwindow,clicktheAddSitebutton.ThiswillbringuptheAddHostScreenwhereyouwillstoreyourserverinformation.Thefourboxesthatneedtofilledoutare:SiteLabel,HostAddress,UserIDandPassword.SiteLabel-IdentifythesiteintheSiteManager(Bruinoryourfirstnameorthenameofthecourse.Itdoesntmatter

375、.)HostAddress-AddresstoPolarisserverpolaris.umuc.edu(fornovaaccountholders:nova.umuc.edu)UserI.D.-Polaris(orNova)username.Password-Polaris(orNova)password.Fillinalabelforthesite(BruinOnLineWebspaceintheexample),thehostaddress(www.bol.ucla.edu),yourusername,andpasswordandthenclicktheTypetab前页后页目录See

376、fig. 3See fig. 25.SelectFTPwithTLS/SSL(AUTHTLS-Explicit)fromtheProtocoltypedropdownmenu.6.ClickConnectbuttonandacceptthecertificate.7.YouarenowconnectedtotheFTPsite.Theleftpaneofthewindowrepresentsyourlocalcomputer,therightpanerepresentstheremotecomputer.Thebottompaneshowsthestatusofcurrenttransfers

377、.8.Double-clickonyourcoursefoldertoopenit.(Thefirsttimeyoudothis,therightwindowwillbeemptyafteryoudouble-clickonyourcoursefolder).Selectthefilesorfolderfromyourfloppyorharddrive(leftwindow)thatyouwanttotransfertoBruin(Nova).前页后页目录See fig. 41)Visithttp:/andsearchfortheinformationaboutValTechnologies,

378、Inc.Thentellwhatthiscompanymajorsin.2)GototheInternetandtrytofindthesoftwareCuteFTP.Thendownloaditandtrywhetheryoucansetitupinyourcomputer.8.9 Work Online前页后页目录本单元学习完毕退出学习返回目录Word Bank AWord Bank AWord Bank ARETURNcontext/kntekst/n.环境；上下文distinct/distinct/adj.明显的；独特的；清楚的；有区别的claim/kleim/v.要求；声称behav

379、ior/biheivj/n.行为，举止response/rispns/n.响应；反应；回答exhibit/izibit/v.展览；显示；提出primary/praimri/adj.主要的；初级的；基本的dissimilar/disimil/adj.不同的instant/instnt/adj.立即的；紧急的psychographic/,sakrfk/adj.心态的；心理的appsn.应用程序，应用软件；应用服务profile/prufail/n.状况；侧面；轮廓discountcoupon优惠券segment/semnt/n.段；部分disrupt/disrpt/vt.破坏；使瓦解；使分裂；使中

380、断merchant/m:tnt/n.商人，批发商householdchores家务琐事mode/mud/n.模式；方式babysitter/beibisit/n.临时照顾幼儿者；临时保姆exceed/iksi:d/v.超过；胜过demonstrate/demnstreit/vt.证明；展示单词录音单词录音Word Bank BWord Bank BWord Bank BRETURNaccuracy/kjursi/n.精确度；准确性supervise/sju:pvaiz/v.监督，管理incomparably/nkmprbli/adv.无比地；无敌地guideline/aidlain/n.指导；

381、指南；指引profitable/prfitbl/adj.有利可图的；赚钱的；有益的advocate/dvkeit/vt.提倡，主张billboard/bilb:d/n.广告牌；布告板region/ri:dn/n.地区；范围leaflet/li:flit/n.宣传单opt-in选择性加入；双向确认brochure/brour/n.手册，小册子database/deitbeis/n.数据库，资料库propaganda/,prpnd/n.宣传initially/inili/adv.最初，首先convertible/knv:tbl/adj.可改变的；可交换的coverage/kvrid/n.覆盖，覆盖

382、范围；涉及面legitimate/liditimt/adj.合法的；正当的；合理的spam/spm/n.垃圾邮件carrier/kri/n.载体；运送者Operator/preit/n.经营者；操作员；话务员单词录音单词录音参考译文参考译文A A RETURN仅供参考 移动营销移动营销 移动营销就是在移动设备上或使用移动设备来开展的营销活动。例如手机就是其中的一种。移动营销还可以被定义为“将移动媒体当作营销传播手段”，或者是“通过无线网络将任何销售信息或广告信息传递给客户”。在移动电子商务环境中，移动营销指的就是将营销活动送入移动装置。许多公司声称它们发现,从移动营销活动所获得的回应比从传统的

383、营销活动所获得的回应要好一些。其主要的原因是移动应用软件和网站所能赋予顾客的那种决策即时性。消费者收到营销信息或优惠券，那么，几秒钟之内就可以做出购买决定，继而就能完成这笔交易而且不会对其现实生活造成任何困扰。例如，一位手中抱着婴儿，一边还在忙碌地做着家务母亲，就能收到来自当地的商店发到其移动电话上的有关婴儿产品的营销信息。她可以用手指头点几下，就能为她所需要的物品下订单，而无需事先为之做打算。无需她去拿钱包去搜寻信用卡，无需登录她的手提电脑去努力回忆上周她访问过的那个商店的网址，当然她也无需在她奔向商店期间去找一个临时保姆。研究显示，移动和有线市场的消费者代表了两大不同的阵营，他们分别受不同

384、的价值观和行为方式所驱动，他们既表现出不同的心态，又表现出不同的年龄状况。因此，成功的移动商务必须针对其特殊的市场区间开展各种各样的营销宣传活动。目前，虽然移动营销还是一条新的营销渠道，但在未来的10年里会很快地成为商家连接客户的首要途径。这是因为现在人们对数字通信方式越来越熟悉而且越来越依赖，这其中也包括移动电话。数据显示，2012年全球手机用户高达到45亿，其普及率为65.7%，远远超过固定电话用户，如今，移动电话已经成为主要的通信工具。据称，中国手机用户数量已超10亿。而每个月就有3500亿条短信横跨全世界，其中就有15%的短信与商业和市场营销息息相关，这使得短信成为移动营销的主角。参考

385、译文参考译文B B RETURN仅供参考随着经济的不断发展和营销手段的不断更新，短信营销已经成为一种新的营销模式。作为“第五媒体”，手机短信平台以其速度快、效率高、成本低、高精确、受众广等无可比拟的优点备受企业关注，越来越多的企业嗅到了其中有利可图的商机。比起传统的广告牌、传单、宣传册等耗费人力物力、见效时缓、范围有限的宣传手段，手机拥有庞大得多的用户群体和一个强大的群发短信平台。通过手机短讯服务（短消息服务）营销变得越来越流行了。早在本世纪初，在欧洲和亚洲的部分地区，企业就开始收集手机号码发送那些需要（或不需要的）的信息内容。短信的阅读量通常是在四分钟之内，这使短信具有高度的可转换性。在过去

386、的几年里，短信营销已成为在世界上某些地方的一个合法的广告渠道。这是因为不像在公共互联网上的电子邮件，监管自己网络的营运商们为手机媒体产业制定出指南和最佳的操作规则（包括移动广告宣传）。IAB（互动广告局）和移动营销协会，都设有既定的指南，并且在极力向营销者们宣传移动信道的作用。尽管这种营销方式在发达地区，如北美国、西欧和其他一些国家卓有成效，可是手机垃圾短信（即非法地，未经用户明确选择就发送给手机用户的短信）在世界许多其他地区依然是一大难题，部分原因是由于运营商将他们的成员数据库兜售给第三方。在欧亚，通过短信实施的移动营销已经迅速扩展成为一种获得消费者的新型途径。在欧洲的许多地方短信最初受到的

387、是媒体负面报道，由于一些广告商购买了手机用户名录，并将短信内容主动发送到消费者的手机，因此它是垃圾邮件的一种新形式。不过，由于有了移动运营商的正确引导，短信服务已经成为移动营销业界最热门的分支，仅在欧洲，每个月发出的短信就高达好几亿条。 短信营销短信营销 电子商务英语教程电子商务英语教程（第二版）（第二版）EnglishForE-CommerceEnglishForE-Commerce开始学习ENTERChapter 4 Payment Online第四章第四章 网上支付网上支付Unit 9Unit 9Unit 10Unit 10ContentsObjectivesObjectivesPass

388、ageBWordBankBActivitiesBPassageAWordBankAActivitiesAExpandingReadingWorkonlineBasicE-commerceEnglishWritingIntroductionVideoInthisunit,youwilllearn:RETURN1 thedefinitionofonlinepayment1 otherwaysofonlinepayment1 thebasictechnologyofE-Commerce1 BasicE-commerceEnglishWritingFocus:variouskindsofmethods

389、onlinepaymentNodus:howonlinepaymentworks课文注释课文注释 前页后页目录Passage AOnline PaymentAttheverybeginning,letsmakeclearabouttheideaofonlinepayment.OnlinepaymentoccurswhenthecustomerorbuyermakeshispaymenttransactionsforthegoodsorservicespurchasedwiththeuseoftheInternet.Thistypeofpaymentlowersthecostsforbusine

390、ssesasthemorepaymentsmadeelectronically,thelesstheyspendforpaperandpostage.Inaddition,ithelpsonimprovingcustomerretentionasheismorelikelytoreturntothesamee-commercesitewherehisorherinformationhasalreadybeenenteredandstored.Withonlinepayment,itisnotnecessaryforthepayertobeinalongqueueaspaymentismadei

391、njustaclickofamouse.Thenweshouldlearnaboutonlinepaymentmethods.Forthepurchasesdoneonline,itismostlikelythathewillalsomakehispaymentsonline.Actually,therearevariouskindsofmethodsyoucanfindonmakingonlinepaymentshere.VirtualCreditCards.Thisvirtualcreditcardisaninnovationinonlinecreditcards.Creditcardis

392、suerprovidesaspecialnumberthatcanbeusedinplaceoftheregularcreditcardnumbertomakeonlinepurchases.12Word Bank课文录音课文录音Page 13课文注释课文注释 前页后页目录SmartCards.Thiscardlookslikeanyplasticpaymentcardbutithasamicrochipembeddedonitsface.Thiscanholdmoreinformationthanordinarycreditcardswithmagneticstrips.e-Checks.A

393、ne-Checkisanelectronicversionorrepresentationofapapercheck.Itcontainsthesameinformationasapapercheckandbasedonthesamelegalframework.Itworksthesameasthepapercheckhowevertheyarefaster,cheaperandmoresecure.DigitalCash.Digitalcashisanexampleofadigitalcurrency,whereitallowspeoplewhodonothavecreditcardsto

394、shoponline.Itissimilartoatraditionalbankaccount:consumersdepositmoneyintotheirdigitalcashaccountstobeusedinthepurchaseonline.Thisisoftenusedwithothertechnologysuchasdigitalwallets.e-Wallets.Ane-walletisasoftwarecomponentthatauserdownloadstotheirdesktop,inwhichtheuserstorescreditcardnumbersandotherpe

395、rsonalinformation.Whenausershopsatamerchantwhoacceptse-wallet,theuserclicksthee-walletandtheformsareautomaticallyfilledinwithallthenecessaryinformationinjustoneclick.4Page 2参考译文课文录音课文录音1.Whatisonlinepayment?2.Haveyoueverusedonlinepaymentbefore?3.Howdidyoupayonlineforthegoodsyoubought?4.Howmanykindso

396、fonlinepaymentmethodsareintroducedhere?5.Whichmethoddoyoulikebest?前页后页目录9.3 Activities9.3.1 Critical thinking1)makeonespaymenttransactions某人进行付款交易某人进行付款交易2)improvecustomerretention提高客户维系度提高客户维系度3)inalongqueue排长队排长队4)aclickofamouse点击鼠标点击鼠标5)onlinepaymentmethods在线支付手段在线支付手段6）virtualcreditcard虚拟信用卡虚拟信用

397、卡7）creditcardissuer信用卡发卡机构信用卡发卡机构8）magneticstrips磁条磁条9）anelectronicversion电子版本电子版本10）apapercheck纸质支票纸质支票前页后页目录9.3.2 Translation practice9.3.2.1 Give the Chinese equivalents of the following words or expressions:前页后页目录9.3.2.2GivetheEnglishequivalentsofthefollowingwordsorexpressions1)法律框架（体系）法律框架（体系）l

398、egalframework2)数字货币数字货币adigitalcurrency3)传统的银行账户传统的银行账户atraditionalbankaccount4)数字（电子）现金账户数字（电子）现金账户digitalcashaccounts5)数字（电子）钱包数字（电子）钱包digitalwallets6）软件组件）软件组件asoftwarecomponent7）信用卡号码）信用卡号码creditcardnumbers8）其它个人信息）其它个人信息otherpersonalinformation9)必要的信息必要的信息necessaryinformation10)自动地自动地automatica

399、lly1)Inaddition,ithelpsonimprovingcustomerretentionasheismorelikelytoreturntothesamee-commercesitewherehisorherinformationhasalreadybeenenteredandstored.2)Withonlinepayment,itisnotnecessaryforthepayertobeinalongqueueaspaymentismadeinjustaclickofamouse.3)Itcontainsthesameinformationasapapercheckandba

400、sedonthesamelegalframework.4)Itissimilartoatraditionalbankaccount:consumersdepositmoneyintotheirdigitalcashaccountstobeusedinthepurchaseonline.5)Whenausershopsatamerchantwhoacceptse-wallet,theuserclicksthee-walletandtheformsareautomaticallyfilledinwithallthenecessaryinformationinjustoneclick.9.3.2.3

401、 Sentence translation from English to Chinese:前页后页目录9.3.2.4 Sentence translation from Chinese to English1)那场交通事故发生在昨天凌晨2点半。(occur)Thattrafficaccidentoccurredathalfpasttwointhemorning.2)他说的越多，做的就越少。(themoretheless)Themorehesaid,thelesshedid.3)请替他完成这项工作，因为他病了，今天不能来。(inplaceof)Pleasefinishthisjobinplac

402、eofhim,forheisillandcantcometoday.4)喝山泉水很有好处，因为山泉水一般都含有人体所需的矿物质。(contain)Itisgoodtodrinkmountainspringwater,whichgenerallycontainsmineralsthehumanbodyneeds.1)我们必须事先准备好一些现金，因为我们的一些用户只接受现金。（accept）Wemusthavesomecashpreparedinadvance,becausesomeofourusersacceptonlycash.前页后页目录课文注释课文注释 前页后页目录Instrumentso

403、f Online PaymentPassage BWord Bank12Withtherapidgrowthofonlineshoppers,onlinepaymentisbecomingmoreandmorepopularandmoreandmoreinstrumentsofonlinepaymentaremadetomeettheincreasingandvariousdemands.Aseveryoneknows,thedevelopersoftheseinstrumentshavealreadyestablishedlong-termbusinessrelationshipswitht

404、hefinancialinstitutions,aimingtoacceptonlinecreditcardpaymentfortheirmerchantclients.Someinstrumentsarecommonlyusedbymerchantstoenabletheacceptanceofpaymentsonlineparticularlyfortheonlinecreditcardtransactions.Ifyouareinterested,thenletmeintroduceafewtoyou.1.PayPal.“ArisingfromthepopularityofeBayonl

405、ineauctions,PayPalhasquicklybecomedominantinonlinetransactionprocessing”accordingtosomeexecutiveexperts.ManypeoplestillthinkofPayPalprimarilyastheservicetousetopayforitemstheybuyoneBay.Page 1课文录音课文录音课文注释课文注释 前页后页目录PayPaloriginallystartedasapeer-to-peermoneytransfersystemforeBayauctions,buthasalsoexp

406、andedasathirdpaymentprocessorforanywebsite.TwooftheirmaingatewayproductsthattheyofferarePayflowProandPayflow.2.GoogleCheckout.ItwasanonlinepaymentprocessingserviceprovidedbyGoogleaimedatsimplifyingtheprocessofpayingforonlinepurchases.Userswouldstoretheircreditordebitcardandshippinginformationintheir

407、GoogleAccount,sothattheycouldpurchaseatparticipatingstoresbyclickinganon-screenbutton.GoogleCheckoutprovidedfraudprotectionandaunifiedpagefortrackingpurchasesandtheirstatus.GoogleCheckoutwasdiscontinuedonNovember20,2013.3.Authorize.Net.Authorize.Netisapaymentgatewayserviceproviderallowingmerchantsto

408、acceptcreditcardandelectroniccheckpaymentsthroughtheirWebsiteandoveranIP(InternetProtocol)connection.Authorize.Netclaimsauserbaseofover375,000merchants,whichwouldmakethemtheInternetslargestpaymentgatewayserviceprovider.Page 234课文录音课文录音课文注释课文注释 前页后页目录4.Alipay.InChina,Alipayisleadingindependentthird-p

409、artyonlinepaymentplatform.AlipayisanaffiliateofAlibabaGroup,aleadinginternationale-commerceserviceprovider;Alipayisdedicatedtowardprovidingitsmembersandmerchantswithasimple,secureandspeedyonlinepaymentsolution.Alipayisanonlinepaymentservicesprovider.FoundedbytheAlibabagroup,itallowsindividualsandbus

410、inessestoexecutepaymentsonlineinasecuremanner.Alipaysusersareprimarilybuyersandsellersengagingine-commercetransactions.Witharegistereduserbaseofapproximately43.5millionasofJune2007,AlipayisanacceptedonlinepaymentmethodformanyonlineretailwebsitesandserviceprovidersinChina.Clearly,itisalsothemainpayme

411、ntonlinepaymentonsistersiteTaobao.AlipayhaspartneredwithsomeleadingChinesebanksincludingBankofChina,ChinaCons-tructionBank,AgriculturalBankofChina,andtheIndustrialandCommercialBankofChina;italsohasavaluablepartnershipwithVisa.参考译文课文录音课文录音Page 31.PayPalisthepeer-to-peermoneytransfersystemonlyforeBaya

412、uctions.2.Accordingtothispassage,nowwecantgetaccesstoGoogleCheckoutbecauseithasbeendiscontinued.3.Authorize.Nethasgotmorethan375,000merchantsasitsusers,soithasbecomethelargeste-commercewebsiteintheworld.4.AlipaywasanonlinepaymentprocessingserviceprovidedbyGoogleaimedatsimplifyingtheprocessofpayingfo

413、ronlinepurchases.5.AlipayisanacceptedonlinepaymentmethodformanyonlineretailwebsitesandserviceprovidersinEurope.前页后页目录9.6.1 Tell whether the following statements are true (T) or false (F)答案1-F 2-T 3-F 4-F 5-F前页后页目录9.6.2 Match the English on the left with the Chinese on the right答案1-E 2-D 3-A 4-B 5-C1

414、meettheincreasingandvariousdemandsA第三方支付处理器2financialinstitutionsB在线支付服务提供商3athirdpaymentprocessorC电子支票付款4onlinepaymentservicesproviderD金融机构5electroniccheckpaymentsE满足不断增加的各种各样的需求Generally,buyersshouldopenaletterofcreditaftertheyhavesignedacontractorconfirmationwithsellers.Therearefourbasicpaymentsf

415、orexportshipment:(1)Remittance(includingpaymentinadvanceandcashwithorder);(2)Openaccount;(3)Documentarycredit(usingletterofcredit);(4)Documentarycollection(documentsagainstpayment,D/Pordocumentsagainstacceptance,D/A).前页后页目录9.7BasicE-commerceEnglishWriting9.7.1 IntroductionSample Payment Terms 付款方式付款

416、方式前页后页目录9.7.2 How to Write a Credit Letter?Awell-writtencreditlettermayimproveyourchancesofgettingyourloanapplicationapproved.Herearesomestepstofollowtomakeyourcreditexplanationhavethestrongestimpactonourreviewofyourcredithistory.Thelettermaybeneatlyhandwrittenortyped.9.7.2.1IntroductoryparagraphBeg

417、intheletterwithastatementaboutthereasonyouarewritingtheletter.Possiblesuggestionwouldbe,toexplainorclearlythesituationswhichexistedduringthetimeframesreflectedashavingproblemswithsomecreditaccounts.Eachparagraphshouldstatethedateslistedonthecreditreport,creditorsnames,andWHYtherewereproblems.Include

418、copiesofanyproofyouhavetobackupyourexplanation.i.e.Ihadanaccidentatworkandwasnotabletoworkfor2months.Includecopiesofmedicalbills,letterfromanemployerandoradoctortoverifytimemissedfromwork,etc.Explainhowtheproblemisnowoverandhowitshouldnthappenagain.Forexample:Isavedupto3monthscashasareservesothatthi

419、swonthappenagain.Generallywewanttoseereasonsthatwerebeyondyourcontrol,unexpected,oronetimeproblemthatarenowresolvedandshouldnotrecur.9.7.2.2Bodyoftheletter前页后页目录SampleSample 9.7.3 The Sample Letter of Credit (L/C)Summarizewhyyouareagoodcreditrisk.Whytheloanshouldbeapproved.Thisisyouropportunitytoexp

420、lainhowyouhaveimprovedyourcreditcircumstances.Whatsmore?Youmustsigntheletter.Ifyoufaxthistotheotherside,pleasemailtheoriginalaswell.Afterthat,youshouldsendyourletteroraroughdraftcopyoftheletterandsupportingdocumentsintoyourofficeforreviewassoonaspossible.Youragentorloanofficermaysuggestchangesinyour

421、letter.Pleasekeepacopyofitwithyousoyoucanmakethechangesquickly.9.7.2.3ConclusionTranslatethefollowingsentencesintoEnglish:1)我方已经开出光票向你方索取这批货的价款。2)我方已经按照发票金额20，000美元向你方开出了汇票。3)我方附上人民币200元的支票一张。4)我方不得不要求你方将装船期和信用证效期分别延长到九月三十日和十月十五日。5）见不到货物装船单据，我方不付款。前页后页目录9.7.4 Writing Practice1)Wevedrawnacleandrafton

422、youforthevalueofthissampleshipment.2)Wevedrawnonyouforpaymentoftheinvoiceamountingto$20,000.3)WeencloseachequeforRMB200.4)WehavetorequestyoutoextendthedateofshipmentandthevalidityoftheL/CtoSeptember30andOctober15respectively.5)Wellnotpayuntilshippingdocumentsforthegoodshavereachedus.参考答案参考答案HereIdli

423、ketoexplainyouthebasicprocedureinvolvedincreatingaPayPalaccount.PayPalisthepreferredmethodofpaymentthrougheBay,soifyouintendonbuyingorsellingoneBayitishighlyrecommendedtosetupaPayPalaccount.Step1GotothePayPalwebsite.前页后页目录HowtoSetUpYourPayPalAccountHowtoSetUpYourPayPalAccount9.8 Expanding Reading St

424、ep2ClickontheSignUpbutton.TheSignUplinkislocatedatthetoprightofthehomepage.前页后页目录Step3.Selectacountryandlanguage.前页后页目录Step4.Selectyourdesiredaccounttype.Thedifferentaccounttypeshavedifferentfeesattachedtothem.ClickonGetStartedunderneaththetypeofaccountchosen.Forbusinessaccounts,therearethreediffere

425、ntoptions,eachofwhichhasdifferentcoststructuresandbenefits:Standard:free,butcustomersmustroutethroughPayPalinordertocheckout.Advanced:$5/month,andcustomerscancheckoutdirectlyonyourwebsite.Pro:$30/month,andyougettofullcontroloverhowyouwanttodesignthecheckoutprocess.前页后页目录Step5.Enteryourcontactinforma

426、tion,aswellasapassword,whenpromptedbyPayPal.Useyourcurrentemailaddresssoforgottenpasswordscanberetrieved.Passwordmustbeatleast8characterslong.Savethisinformationinasecurelocationsothatyoudonotforgetit(althoughforgottenpasswordscanberetrieved).前页后页目录Step6.AnsweraSecurityChallenge,ifprompted.前页后页目录Ste

427、p 7. Enjoy your new PayPal account. You may receive an email fromPaypalaskingyoutoactivateyouraccount.Ifthishappens,openyouremailfromPayPalandclickonActivate.ThiswillactivateyouraccountandopenyourPayPalaccountinanewwindow.前页后页目录Assoonasyoufinishtheabove7steps,youcanbegintobuyorsellanythingyouwantto.

428、ButdoremembernottoletanyoneelseknowyourPayPalaccountnumberandpassword.1)Visithttp:/ Work Online前页后页目录本单元学习完毕退出学习返回目录Word Bank AWord Bank AWord Bank ARETURNretention/ritenn/n.保留；扣留，滞留payment/peimnt/n.付款，支付；报酬issuer/iju:/n.发行人（单位）regular/rejul/adj.定期的；有规律的smart/smt/adj.聪明的；智能的plastic/plstik/adj.塑料的mic

429、rochip/maikrutip/n.微型集成电路片；芯片embed/imbed/vt.植入；使嵌入，使插入magnetic/mnetik/adj.地磁的；有磁性的strip/strip/n.带；条状version/v:n/n.版本legal/li:l/adj.法律的；合法的framework/freimw:k/n.框架；结构currency/krnsi/n.货币deposit/dipzit/vt.存款；存放单词录音单词录音Word Bank BWord Bank BWord Bank Binstrument/instrumnt/n.仪器；工具long-term长期的institution/,

430、institju:n/n.制度；机构dominant/dminnt/adj.显性的；占优势的；支配的executive/izekjutiv/adj.行政的；经营的；执行的expert/eksp:t/n.专家；行家primarily/praimrli/adv.首先；主要地processor/pruses/n.处理器；加工者gateway/eitwei/n.门；计网关；方法；通道fraud/fr:d/n.欺骗；骗子protection/prutekn/n.保护；防卫unify/ju:nifai/vt.统一；使相同，使一致status/steits/n.地位；状态；情形discontinue/,di

431、skntinju:/vt.停止；使终止protocol/prutkl/n.协议；草案dedicate/dedikeit/vt.致力；献身RETURN单词录音单词录音参考译文参考译文A A 首先让我们清楚地了解一下在线支付。一旦客户或买家为其购买的商品或服务利用互联网进行支付，在线支付便产生了。“这种类型的支付为企业降低了成本，因为采用电子支付方式越多，纸张和邮资方面的花费就会越少。同时它还有助于提高客户保有率，这是因为顾客往往更有可能回到同一网站上来，因为顾客的信息被输入并被保留其中。” 有了在线支付手段，付款人就无需再去排长队等待支付了，因为只需点击一下鼠标即可支付。 现在我们来了解一下在线

432、的支付手段。对于网上购物来说，人们更有可能进行在线支付。事实上，在这里你可以发现有各种各样的在线支付手段。虚拟信用卡。虚拟信用卡是在线信用卡的一种创新手段。信用卡发卡机构提供一个可以替代常规的信用卡号码的专用号码来进行在线购物。智能卡。这种卡外观就像任何一种塑料支付卡，只不过其表面上植入了一块微型芯片。这种智能卡比普通带磁条的信用卡所能存储的信息更多。电子支票。电子支票是纸质支票的一种电子版或代用版。它包含了纸质支票的相同的信息，并基于同样的法律体制。其功效与纸质的支票一样，不过其支付速度更快，更便宜，也更安全。数字现金。数字现金是数字货币的一种典型事例，它使得那些没有信用卡的人在网上也可以购

433、物。它与传统的银行账户相类似：客户可以将钱存入数字现金账户之中以备在线购物时使用。这种方式常被别的支付技术所利用，如数字（电子）钱包。电子钱包。电子钱包是一种软件组件，用户可以将之下载到自己的桌面，用户可以将信用卡号码以及其它的一些个人信息存储其中。当用户向愿意接受电子钱包支付的卖主购买商品时，用户点击一下该电子钱包，该表单中所有的必要信息就会自动被填写好。RETURN仅供参考在线支付在线支付参考译文参考译文B B 随着在线购物者的数量快速增长，在线支付也就随之变得越来越受欢迎，而为了迎合不断增加和各种不同种类的需求，在线支付的工具也就越来越多。众所周知，支付工具开发商已经和金融机构建立了长期

434、的商业关系，旨在为其商业客户接受在线信用卡支付。有些工具常被商家用来承兑在线支付，尤其是为那些在线信用卡交易。如果你感到有兴趣，那么下面就让我给你介绍几种支付工具吧。1.贝宝。一些行业专家们认为：“正由于eBay在线拍卖的普及，所以贝宝很快就成为了在线交易程序中的霸主”。许多人仍然认为他们在eBay网上购物时使用的主要支付服务工具就是贝宝。贝宝原来是作为eBay拍卖时的点对点资金转账系统，不过现在也扩展成为了为任何网站所提供的第三方支付处理工具。他们所提供的两大主要门户关产品是：PayflowPro和Payflow。2.谷歌支付系统。是一种在线支付处理服务，由谷歌公司提供，其目的是为了简化网上

435、购物付款过程。用户可以将其信用卡或借记卡以及购物信息存储在他们的谷歌账户里面，这样，就在他们所进入的网店中点击一下屏幕上的按钮就可以购物了。谷歌支付系统提供了防止欺诈行为出现的保护措施，以及统一的订单和状态的跟踪页面。该系统与2013年11月30日停止使用了。在线支付工具在线支付工具 后页参考译文参考译文B B RETURN仅供参考 3. Authorize.Net 3. Authorize.Net。是一种支付门户服务提供商，通过其网站以及互联网协议连接，能让商家接受信用卡和电子支票付款。Authorize.Net声称已拥有超过3750,00的商家用户基础，这使得他们成了最大的网络支付门户服务

436、商。 4.支付宝。在中国，支付宝是头号独立的第三方在线支付平台。支付宝是阿里巴巴集团的会员单位。阿里巴巴集团乃是头号国际电子商务服务提供商。支付宝致力于为其会员和商人提供一个“简便、安全、快捷”的在线支付解决方案。支付宝是一个在线支付服务提供商。 支付宝由阿里巴巴集团创建，因此它能让个人和企业以安全的方式实施在线支付。支付宝的用户主要是那些从事电子商务交易的买家和卖家。2007年6月，支付宝的注册用户群的数量大约为四千三百五十万，因此说，支付宝在中国是一个被广大在线零售网站和服务提供商所认可的在线支付手段。显然它也是其姊妹网站淘宝网的主要在线支付平台。 支付宝已经与中国个大银行联手，其中包括中

437、国银行、中国建设银行、中国农业银行；而且与Visa也结成了的富有价值的盟友。RETURNPaymentOnline电子商务英语教程电子商务英语教程（第二版）（第二版）EnglishForE-CommerceEnglishForE-Commerce开始学习ENTERChapter 4 Payment Online第四章第四章 网上支付网上支付Unit 9Unit 9Unit 10Unit 10ContentsObjectivesObjectivesPassageBWordBankBActivitiesBPassageAWordBankAActivitiesAExpandingReadingWor

438、konlineBasicE-commerceEnglishWritingInthisunit,youwilllearn:RETURN1 theimportanceofonlinepaymentsecurity1 whatonlinepaymentsecuritiesproblemswemaycomeacross1 thebasictechnologyofE-Commerce1 BasicE-commerceEnglishWritingFocus:howtoavoidonlinepaymentsecurityproblemsNodus:howtoidentifyonlinepaymentsecu

439、rity课文注释课文注释 前页后页目录Passage AOnline Payment SecuritySecurityisvitalwhendoingbusinessonlineoroffline.Whiledealingwithtraditionaltransactionwithacreditcard,themerchanthastogetthesignatureofthecardholderandsometimeseventhephotoonthecreditcardisalsousedtoverifytheidentityofthecustomer.However,inthevirtua

440、lworld,whathemustachieveisthecreditcardnumber;theverificationcodeandthebillingaddresstoverifytheidentityofthecardholder.Onlyinthiswaycanheavoidsufferingfromtheunnecessarylosscausedbyfraudulenttransactionsinpayment.CommonchallengesthatthemerchantshavetofaceareInternetfraud,returnofgoods,non-deliveryc

441、laims,disputethatleadstorefundandetc.SecureSocketLayer(SSL)andSecureElectronicTransaction(SET)arethestandardsecurityprotocolsthatprotecttheintegrityoftheseonlinetransactions.SSLwasanonproprietaryprotocolusedtosecurecommunicationintheInternet.SSLusespublic-keytechnologyanddigitalcertificatestoauthent

442、icatetheserverinatransactionsoastoprotecttheprivateinformationandtransmittingthedateovertheInternetwithintegrityfromleaking.12Word Bank课文录音课文录音Page 1课文注释课文注释 前页后页目录SETisacryptographicprotocolwhichisdesignedspecificallytoprotectandhandlethecompleteonlinetransactionsbothforthecustomersandthemerchants.

443、SETusesthedigitalcertificatestoauthenticateeachpartyinatransaction.Additionally,itrequiresspecialSETsoftwaretoprocesstransactions.Withthisprotocol,themerchantneverseesthecustomersinformationlikethecreditcardinformationasitisnotstoredonhisserverwhichreducestheriskoffraud.Infact,differentusershavediff

444、erentsecuritymeasuresforonlinepayment.LetstakeKunLunBank(KLB)asanexample.TheonlinepaymentmadewiththeregisteredbankaccountviaAlipayCardLinkistobeverifiedbyAlipayCompanyforitssecurityandnomoresafetymeasuressuchasbankaccountpasswordwillbeadopted.TheAlipayCardLinkwilladoptthesafetymeasuresoftheAlipayacc

445、ount,suchaslogonpassword,paymentpassword,SMS,digitalcertificateandetc.CustomersshouldfollowtheinstructionsofAlipayCompanywhentheydealwiththerelatedbusiness.4Page 2课文录音课文录音3课文注释课文注释 前页后页目录Moreover,customersshouldmakesurehowtoputthesafetymeasuresinuse.Oncethereisanytheftorleak,pleasereportthelosstoKLB

446、orAlipayCompanywithoutfail,orcanceltheservice.Inordertokeepthefundsafeandlowerthetransactionrisk,customersshouldsetareasonablepaymentlimitaccordingtotheirshoppingmannerandactualneeds.WhenmakingpaymentwithAlipayCardLink,youhavetoconformtotherulesandcontrolsaboutpaymentlimitsspecifiedbyAlipayCompany.P

447、age 3参考译文课文录音课文录音51.Whatistheauthorsattitudetowardsonlinepaymentsecurity?2.Howwillpeopleoftendowhiledealingwithtraditionalpaymenttractionswithcreditcards?3.Whatpeoplehavetoachievetoverifytheidentityofthecardholderinthevirtualworld?4.WhatisSecureSocketLayer(SSL)?5.Haveyouevercomeacrosstroubleswithyou

448、rpaymentonline?前页后页目录10.3 Activities10.3.1 Critical thinking1)thesignatureofthecardholder持卡人签名持卡人签名2)verifytheidentityofthecustomer核实客户身份核实客户身份3)theverificationcode验证码验证码4)thebillingaddress账单地址账单地址5)returnofgoods退货退货6）non-deliveryclaims货未交付索赔货未交付索赔7）thestandardsecurityprotocols标准安全协议标准安全协议8）public-k

449、eytechnology公钥密码技术公钥密码技术9）digitalcertificates数字证书数字证书10）acryptographicprotocol加密协议加密协议前页后页目录10.3.2 Translation practice10.3.2.1 Give the Chinese equivalents of the following words or expressions:前页后页目录10.3.2.2GivetheEnglishequivalentsofthefollowingwordsorexpressions1)认证认证authenticate2)客户信息客户信息thecus

450、tomersinformation3)信用卡信息信用卡信息thecreditcardinformation4)不同的安全措施不同的安全措施differentsecuritymeasures5)银行注册用户银行注册用户theregisteredbankaccount6）银行账户密码银行账户密码bankaccountpassword7）登录密码和支付密码登录密码和支付密码logonpasswordandpaymentpassword8）终止服务终止服务canceltheservice9)降低交易风险降低交易风险lowerthetransactionrisk10)设定合理的支付额度设定合理的支付额度

451、setareasonablepaymentlimit1)However,inthevirtualworld,whathemustachieveisthecreditcardnumber;theverificationcodeandthebillingaddresstoverifytheidentityofthecardholder.2)CommonchallengesthatthemerchantshavetofaceareInternetfraud,returnofgoods,non-deliveryclaims,disputethatleadstorefundandetc.3)Secure

452、SocketLayer(SSL)andSecureElectronicTransaction(SET)arethestandardsecurityprotocolsthatprotecttheintegrityoftheseonlinetransactions.4)Withthisprotocol,themerchantneverseesthecustomersinformationlikethecreditcardinformationasitisnotstoredonhisserverwhichreducestheriskoffraud.5)WhenmakingpaymentwithAli

453、payCardLink,youhavetoconformtotherulesandcontrolsaboutpaymentlimitsspecifiedbyAlipayCompany.10.3.2.3 Sentence translation from English to Chinese:前页后页目录10.3.2.4 Sentence translation from Chinese to English1)我们必须核实他所说的是否属实。(verify)Wemustverifywhetherwhathesaidistrue.2)为避免再见到他，玛丽离开了家乡只身来到了纽约。(avoid)Ma

454、ryleftherhometownforNewYorkalonesoastoavoidseeinghimagain.3)我们愿意采纳你的计划，但你们必须提供安全措施。（adopt）Werewillingtoadoptyourplan,butyouhavetooffersecuritymeasures.4)只有通过这样的措施，我们才有希望减少校园浪费。（reduce）Onlyinthisway,canwehopetoreducethewasteoncampus.5)所有的学生都必须遵守其学校的相关规章制度。（conform）Allstudentsarerequiredtoconformtothe

455、relatedrulesoftheircollege.前页后页目录课文注释课文注释 前页后页目录Solution to Online Payment SecurityPassage BWord Bank12ThisMay,theCentralBankissuedofficiallythelicensestotheenterprisesengagedinthirdpartpaymentbusiness.Itisreportedthatthosewhohavenowgottheonlinepaymentbusinesslicense,havewonthenodoftheCentralBankins

456、uchaspectsasthesystemsecurity,riskpreventionandcontrol,provisionmanagementandsoon.Sotheironlinepaymentsystemshaveallachievedahigherlevelofsecurity.Theresearchshows,intheenterprisesengagedinthirdpartypaymentbusiness,thePaypaluserssatisfactionrateofsecuritysettlementisthehighest.77.2%oftheusersexpress

457、edtheirsatisfactionwiththeresultsofproblemsolving.Theusersofonlinebanks,Tenpay,andUnionPayshowedlittledifferenceinsatisfactionwithsolvingsecurityproblems,allabove60%.Itissaid,Paypalsofferingitssecuritycommitmentoffullcompensationwithin72hoursforquickpaymentisthekeyfactorforPaypaltogetthehighestsatis

458、factionrateofsecuritysettlement.Page 1课文录音课文录音课文注释课文注释 前页后页目录However,forindividualusers,oncetheriskoccurs,itwillbringthemtangiblelossincapital,whichcausesquiteanumberofusers,whohavenotyetenteredthedoorofonlinepayment,todoubtabouttheonlinepaymentsecurity.Researchdatashows,thereare54%oftherespondentsw

459、hosaidtheywerestilloutsideofonlinepaymentteamsatpresentonlybecausetheywereconcernedaboutthesecurity.Whilethosewhothinktheyreallydontneedthisserviceaccountsforonly17.6%.Hereisonefactwecantignore,thatis,mostoftherespondentsbelievethatthemerchantsdishonestyandunsatisfactorygoodsallcomedowntopaymentsecu

460、rity.Itispitythattherearetoofewofthosewhoknowtherealcausesofpaymentsecurityisowingtoallkindsofsecuritymeasuresarenotinplace,whichresultsinanunsatisfactoryproportionofuserswhoreallyadoptthesecuritymeasuresagainstrisks.Though88%oftheusersshowedtheirconcernaboutsecurityissuesofnetworkpayment,yetonly14.

461、9%ofthenetworkpaymentusershaveinstalledthedigitalcertificate.Page 234课文录音课文录音课文注释课文注释 前页后页目录Only21.4%oftheusersusedthedynamicalarmingforthebindingthepaymentaccounttothemobilephoneaccount.32%hadsomeanti-virussoftwareinstalledandupdatedregularly.EventhehighestrateofuserswhoinstallU-keyanddynamicpasswo

462、rddeviceaccountsforonly47.2%.Usersareconcernedaboutsecurityissues,buttheyoftendonottakeadequatesafetyprecautions.Asaresult,suchhumanfactorsturnouttobethebiggestchallengefortheinfluenceofnetworkpaymentsecurity.Anyhow,ifonlyusersapplydigitalcertificates,mobilephonedynamicpassword,USBkey,dynamicpasswor

463、ddeviceandothersecuritytoolsinthecourseofpayingviaonlinebanksoronlinepaymentplatforms,theyarestillabletokeeptheirfundssafeevenifthepasswordisdisclosed.Page 3参考译文课文录音课文录音51.TheCentralBankhasacceptedthosewhohavenowgottheonlinepaymentbusinesslicenseinsuchaspectsasthesystemsecurity,riskpreventionandcont

464、rol,provisionmanagementandsoon.2.ThekeyfactorforPaypaltogetthehighestsatisfactionrateofsecuritysettlementisPaypalsofferingitssecuritycommitmentoffullcompensationwithin72hoursforquickpayment.3.U-keyanddynamicpassworddevicearemostusedbyusersaccordingtothispassage.4.Thereare32%ofuserswhothinktheyreally

465、dontneedtheonlinepaymentservice.5.Theauthordoesnturgetheuserstotakesecuritymeasurestoprotecttheironlinepayment.前页后页目录10.6.1 Tell whether the following statements are true(T) or false (F)答案1-T 2-T 3-T 4-F 5-F前页后页目录10.6.2 Match the English on the left with the Chinese on the right答案1-B 2-D 3-E 4-A 5-C

466、1thirdpartpaymentbusinessA72小时之内全额赔偿2riskpreventionandcontrolB第三方支付企业3userssatisfactionrateC防病毒软件4fullcompensationwithin72hoursD风险防范与控制5anti-virussoftwareE用户满意度Afterbuyersandsellershaveagreedonprice,qualityandquantity,foodswill be required to pack before transportation. Specific packing not onlyprot

467、ectsthefoodsfromdamagebutalsohelpsbusinessmenpushthesales.Generally,acustomerwillhavehisownshippingmarksothatconsignmentsdueforhimaremoreeasilyrecognizableattheportofdestination.前页后页目录10.7BasicE-commerceEnglishWriting10.7.1 IntroductionSample Packing and Shipping Marks 包装与唛头包装与唛头Nameofcommodities,qu

468、ality,quantity;Detailsofprices,discounts,termsofpayment;Packinganddeliverydate;Validityoftheoffer;Favorablecommentsonthegoodsthemselves;Anexpressionofhopesforanorder.10.7.2 A Packing Letter10.7.3 A Marking LetterSample 前页后页目录10.7.4 Useful Expressions(1)Howmuchdoespackingtakeupofthetotalcostofthegood

469、s?包装占货物总成本的百分比是多少？(2)Ourstandardizedpackinghasbeenapprovedbymanyforeignclients.许多国外客户已经认可了我们标准化的包装。(3)Pleasemarkthebaleswithourinitials,withthedestinationandcontractnumberasfollows:烦请在所有货品包上标明本公司的英文名称简写、运送目的地及合同号码如下：(4)Themachinesmustbewellprotectedagainstdampness,moisture,rustandshock.机器包装必须防湿、防潮、防

470、锈、防震。(5)Wehaveespeciallyreinforcedoutpacinginordertominimizetheextentofanypossibledamagetothegoods.我们已经特意加固包装，以便使货物可能遭到的损坏减小到最低程度。(6)Ontheouterpacking,pleasemarkwording,HandlewithCare.在外包装上请标明“小心轻放”字样。(7)Wecannotaffordtimetochangethepackingbecausetheshipwillsailaftertwodays.由于轮船两天后就起航，我们来不及更换包装。(8)P

471、leasemarkthecases(boxes,bags,casks,etc)asperthedrawinggiven.请按所给的图样在（盒、袋、桶等）上刷唛头。TranslatethefollowingsentencesintoEnglish:1)小麦应以新麻袋包装，每袋装100千克，袋重1.5千克左右。2)玻璃要采取特别预防颠簸的包装措施，要用内衬防震纸板的纸箱包装。3)使用硬纸箱包装这批衬衣可以节省运费。4)包装必须很坚固，能承受野蛮装卸。5)有关包装运输唛头的条款你们有什么异议吗？6)许多国外客户已经认可了我们标准化的包装。7)除非你们收到我方代理的特别指示，否则请用正常出口集装箱。前

472、页后页目录10.7.5 Writing Practice1)Thewheatistobepackedwithnewgunnybagsof100kgs.Andeachbagweighsabout1.5kgs.2)Glasswareneedsaspecialpackingprecautionsagainstjoltwithshake-proofpaperboard.3)Suchshirtspackedincardboardcartonscansavefreightcost.4)Thepackingmustbestrongenoughtowithstandroughhanding.5)Doyouha

473、veanyobjectiontothestipulationsaboutthepackingandshippingmarks?6)Ourstandardizedpackinghasbeenapprovedbymanyforeignclients.7)Pleaseusenormalexportcontainersunlessyoureceivespecialinstructionsfromouragents.参考答案参考答案E-Check,istheelectronicversionorrepresentationofapapercheck.Thisnewpaymentinstrumentcom

474、biningthesecurity,speedandprocessingefficienciesofall-electronictransactions,isthefirstandonlyelectronicpaymentmechanismchosenbytheUnitedStatesTreasurytomakehigh-valuepaymentsoverthepublicInternet.Thee-Checkisdesignedtomeettheneedsofbusinessesandconsumersinthe21stcentury,usingstateoftheartsecurityte

475、chniquesandenhancesexistingbankaccountswithnewe-commercefeatures.Itcanbelinkedwithunlimitedinformationandexchangeddirectlybetweenparties,andusedbyallbankcustomerswhohavecheckingaccounts,includingsmallandmid-sizebusinesseswhichcurrentlyhavelittleaccesstoelectronicpaymentsystems.Itcontainsthesameinfor

476、mationaspapercheckscontainandworkslikeapapercheckdoesbutinpureelectronicform,withfewermanualsteps.Letsexaminehowe-Checkworksforthebankingindustryandtheclientsitserves.Therearefundamentalcharacteristicsanddifferencesbetweenpapercheck,thee-CheckandotherElectronicFundsTransfer(EFT)transactions.E-Checkw

477、illbeanimportantpaymentinstrumentintransitioningbusinessesandconsumersintotheemergingworldofelectroniccommerce.前页后页目录ANewPaymentInstrumentANewPaymentInstrument10.8 Expanding Reading 前页后页目录TheprocessofpayingbyE-Checksisasfollow:thecheckwriterwritesthee-Checkusingoneofmanytypesofelectronicdevicesandgi

478、vesthee-Checktothepayeeelectronically.thepayeedepositstheElectronicCheck,receivescredit,andthepayeesbankclearsthee-Checktothepayingbank.thepayingbankvalidatesthee-Checkandthenchargesthecheckwritersaccountforthecheck.theabilitytoconductbanktransactions,yetaresafeenoughtouseontheInternetunlimited,butc

479、ontrolled,information-carryingcapabilityreducesfraudlossesforallpartiesautomaticverificationofcontentandvaliditytraditionalcheckingfeaturessuchasstoppaymentsandeasyreconciliationenhancedcapabilitiessuchaseffectivedating前页后页目录Inaword,thee-Check:canbeusedbyallaccountholders,largeandsmall,evenwhereothe

480、relectronicpaymentsolutionsaretoorisky,ornotappropriatecanbeusedwithexistingcheckingaccountscanbeinitiatedfromavarietyofhardwareplatformsandsoftwareapplicationsE-Checkswillsucceedbecausee-Checkmeetsrealbusinessneedsandisbasedonthepapercheckthemostpopularnon-cashpaymentchoice,andacorecompetencyofbank

481、s.Step 7. Enjoy your new PayPal account. You may receive an email fromPaypalaskingyoutoactivateyouraccount.Ifthishappens,openyouremailfromPayPalandclickonActivate.ThiswillactivateyouraccountandopenyourPayPalaccountinanewwindow.前页后页目录Assoonasyoufinishtheabove7steps,youcanbegintobuyorsellanythingyouwa

482、ntto.ButdoremembernottoletanyoneelseknowyourPayPalaccountnumberandpassword.Visitthefollowingwebsitesandlearnmoreaboutonlinepayment.1.http:/2.http:/3.http:/4.http:/10.9 Work Online前页后页目录本单元学习完毕Word Bank AWord Bank AWord Bank ARETURNsecurity/sikjuriti/n.安全；保证nonproprietary/nnprupraitri/adj.非专属的vital/v

483、aitl/adj.至关重要的；生死攸关的public-key公用密钥signature/signt/n.署名；签名certificate/stifikeit/n.证书；执照cardholder/k:dhld/n.持卡人；持有信用卡的人authenticate/:entikeit/vt.鉴定；认证verify/verifai/vt.核实；查证leak/li:k/v.漏，渗；泄漏出去；泄露verification/,verifikein/n.确认，查证；核实cryptographic/,kriptrfik/adj.加密的fraudulent/fr:djulnt/adj.欺骗性的logonpassw

484、ord登录密码dispute/dispju:t/vt.辩论；争执；争吵instruction/instrkn/n.指令，命令；指示refund/rifnd/n.退款；偿还cancel/knsl/integrity/interti/n.完整；正直conform/knf:m/单词录音单词录音Word Bank BWord Bank BWord Bank BRETURN单词录音单词录音issue/iju/vt.发行，发布；发给capital/kpitl/n.首都，资金；资本officially/fili/adv.正式地；官方地respondent/rispndnt/n.接受调查的人；应答者preve

485、ntion/privenn/n.预防；阻止dishonesty/disnisti/n.不诚实；欺诈provision/pruvin/n.备付金；准备；供应品proportion/prp()n/.比例；部分settlement/setlmnt/n.解决，处理；结算anti-virussoftware反病毒软件commitment/kmitmnt/n.承诺，保证U-keyU盾compensation/,kmpensein/n.补偿；报酬；赔偿金adequate/dikwit/adj.充足的；适当的factor/fkt/n.因素；要素precaution/prik:n/n.预防，警惕；预防措施tan

486、gible/tndbl/adj.有形的；可触摸的disclose/iskluz/vt.公开；揭露参考译文参考译文A A RETURN仅供参考在线支付安全问题在线支付安全问题做生意时，无论是在线还是离线，安全始终是个致命的问题。商家在处理使用信用卡进行传统买卖时，通常他必须得到信用卡持有人的亲笔签名才行，有时，甚至还会使用卡上的照片来核实顾客的身份。可是在虚拟世界中，他所必需获得的则是信用卡号、验证密码、账单地址来核实持卡人的身份。只有这样他才能避免遭受由欺诈支付交易所带来的不必要的损失。商家通常不得不面对的挑战是：网络欺诈、货未交付索赔、导致退款的争执等等。安全套接层(SSL)和安全电子交易(

487、SET)是标准的安全协议，他们能够对在线交易的整体起保护作用。SSL原本是一种用来为互联网上的通信提供安全保证的。SSL利用公钥加密技术以及数字证书来验证交易中的服务器，以确保个人隐私信息以及在互联网上的数据传输不会泄露。安全电子交易SET协议是一种加密协议，原本设计用来专门保护和处理买卖双方的整个电子交易过程的。SET利用电子证书来验证买卖各方。此外还需要专门的SET软件来处理交易过程。有了这个协议，商家无法看到客户的信息，如信用卡里面的信息。这是因为这些信息没有存储在其服务器上。这样就能减低被欺诈的风险。事实上，不同的用户所采取的在线支付安全措施也不同。以昆仑银行为例，通过在AlipayC

488、ardLink上注册的银行账户发生的在线支付行为，必须经由Alipay公司确认以确保其安全，而不是采用其它诸如银行账户密码之类的安全措施。AlipayCardLink将采用的是Alipay账户的安全措施，例如登录密码、支付密码、短信服务、数字证书等等。顾客在处理相关交易时，应该遵循Alipay公司的指引。还有就是顾客应该弄确实怎样实施安全措施。一旦真的发生了失盗或泄露，就请立即向KLB或Alipay公司通报损失情况或终止服务。为了使资金安全以及减低交易的风险，顾客应当根据自己的购物习惯和实际需求设定一个合理的付款限度。在你使用AlipayCardLink付款时，你必须遵守规则，支付金额控制在由

489、Alipay公司所规定的支付额度范围之内。参考译文参考译文B B 在线支付安全解决方案在线支付安全解决方案 今年5月央行正式对国内第三方支付企业发放支付牌照。据报道，那些获得网络支付业务许可的第三方支付企业在系统安全、风险防控、备付金管理等方面的情况均得到央行认可，所以获牌第三方支付企业网络支付系统均达到较高的安全水平。研究显示，第三方支付企业中，支付宝用户对安全问题解决满意度的比例最高，77.2%的用户对问题解决结果表示满意；网上银行、财付通和银联在线支付安全问题解决的满意用户比例差别不大，全部都在60%以上。据悉，支付宝针对快捷支付推出72小时全额赔付等安全承诺是支付宝安全问题解决满意度领

490、先的重要原因。不过，对于用户个人来说，一旦发生风险就可能带来实实在在的资金损失，这让不少尚未踏入网上支付门槛的用户对网上支付的安全心存疑虑。调研数据显示，目前尚未使用网上支付服务的人群中54%的人表示是因为担心安全问题，真正认为不需要这项服务的仅占17.6%。这里有一个我们不可忽略的事实，那就是大部分受访者都把商户的不诚信、商品不满意等问题也归结为支付安全问题。遗憾的是，知道影响支付安全的真正原因是各类安全措施没有落实到位的人太少了，真正采用安全防范措施的用户比例很不理想。虽然有88%的用户关注过网络支付安全问题，但是只有14.9%的网络支付用户安装了数字证书，仅21.4%的用户在申请支付账户时使用了手机动态口令，24%的用户使用了支付账户绑定手机账户动态提醒，32%的用户安装了杀毒软件并定期升级更新的占，使用比例最高的U盾和动态密码器的总安装比例也仅为47.2%。用户担心安全问题，但又往往不采取足够的安全防护措施，结果证明这样的人为因素就是影响网络支付安全的最大难题。不管怎样，只要用户使用网银、网上支付平台时有使用数字证书、手机动态口令、U盾、动态密码器等安全防护工具，即使出现密码泄露也能确保自身的资金安全。RETURN