Lesson14

2023/11/30跨境電子商務(wù)英語(yǔ)InternationalMarketingSpeaking04Lead-in01Writing03Reading02Contents2023/11/30跨境電子商務(wù)英語(yǔ)Lead-inPart12023/11/30跨境電子商務(wù)英語(yǔ)CommonmarketingtypesQuestion:Whatkindofmarketingmethodsdoyouknow?ReadingPart22023/11/30跨境電子商務(wù)英語(yǔ)1.WhatmakesToyotathestrongestplayerintheautomotiveindustry?2.Whatismarketingabout?3.Whatisinternationalmarketing?4.Whatarethedifferencesbetweeninternationalmarketinganddomesticmarketing?5.WhatchallengesdotheMNCsfacewheninternationalmarketing?ReadingComprehensionReadthetextandanswerthefollowingquestions.2023/11/30跨境電子商務(wù)英語(yǔ)1.WhatmakesToyotathestrongestplayerintheautomotiveindustry?

Toyotainvestsbillionsofdollarseveryyearintomarketresearchandmarketdevelopmenttomakesuretheymeettheneedsandwantsofitscustomers,ineachspecificcountrythattheyselltheirvehiclesin.Readthetextandanswerthefollowingquestions.2023/11/30跨境電子商務(wù)英語(yǔ)ReadingComprehension2.Whatismarketingabout?allmarketingisabouttheformulationandimplementationofthebasicpoliciesknownasthe4P’s:Product,Price,Place,andPromotionReadthetextandanswerthefollowingquestions.2023/11/30跨境電子商務(wù)英語(yǔ)ReadingComprehension3.Whatisinternationalmarketing?internationalmarketingmeansidentifyingneedsandwantsofcustomersindifferentmarketsandcultures,providingproducts,services,technologies,andideastogivethefirmacompetitivemarketingadvantage,communicatinginformationabouttheseproductsandservicesanddistributingandexchangingtheminternationallythroughoneoracombinationofforeignmarketentrymodes”Readthetextandanswerthefollowingquestions.2023/11/30跨境電子商務(wù)英語(yǔ)ReadingComprehension4.

Whatarethedifferencesbetweeninternationalmarketinganddomesticmarketing?2023/11/30跨境電子商務(wù)英語(yǔ)ReadingComprehensionReadthetextandanswerthefollowingquestions.theuncontrollablefactorssuchasculture,social,legal,andeconomicfactors,alongwiththepoliticalandcompetitiveenvironment,allcreatetheneedforamyriadofadjustmentsinthemarketingmanagementprocess5.

WhatchallengesdotheMNCsfacewheninternationalmarketing?2023/11/30跨境電子商務(wù)英語(yǔ)ReadingComprehensionReadthetextandanswerthefollowingquestions.PublicRelations,Ethics,OrganizationalStructure,Leadership（1）millenniumn.thetimewhenoneperiodof1000yearsendsandanotherbegins千周年紀(jì)念日；千禧年（2）deceptiveadj.likelytomakeyoubelievesth.thatisnottrue欺騙性的；誤導(dǎo)的；騙人的（3）starkadj.unpleasant;real,andimpossibletoavoid嚴(yán)酷的；赤裸裸的；真實(shí)而無(wú)法回避的e.g.Theysendasimpleandstarkmessage:Thestatusquoisunsustainable.它傳遞了一個(gè)簡(jiǎn)單而嚴(yán)酷的訊息：目前的狀況是無(wú)法持續(xù)的。Words2023/11/30跨境電子商務(wù)英語(yǔ)Words&Expressions（4）arrayn.大堆；大群；大量agrouporcollectionofthingsorpeople,oftenonethatislargeorimpressivee.g.That'salltrue,andweneedanarrayofotherantipovertymeasuresaswell,especiallyearlychildhoodprograms.這些當(dāng)然都沒(méi)錯(cuò)，我們也需要大量其它的反貧困措施，特別是幼兒教育規(guī)劃。（5）myriadn.anextremelylargenumberofsth無(wú)數(shù)；大量e.g.Thereareamyriadofresourcesavailabletohelpapersonwhowantstogaintreatmentforamentalhealthconcern.有大量的資源可幫助有需要的人進(jìn)行心理健康治療。Words&ExpressionsWords2023/11/30跨境電子商務(wù)英語(yǔ)（6）momentumn.theabilitytokeepincreasingordeveloping推進(jìn)力；動(dòng)力；勢(shì)頭e.g.Mr.Greenspan

said

he

thought

the

economy

wasgaining

momentum,

withthe

strongest

signals

of

growth

coming

since

the

middle

of

lastmonth.格林斯潘說(shuō)，他認(rèn)為經(jīng)濟(jì)增長(zhǎng)的勢(shì)頭正在加大，增長(zhǎng)的信號(hào)自上個(gè)月中旬以來(lái)達(dá)到最強(qiáng)。（7）hurdlen.aproblemordifficultythatmustbesolvedordealtwithbeforeyoucanachievesth難關(guān)；障礙

Words&ExpressionsWords2023/11/30跨境電子商務(wù)英語(yǔ)（8）inherentadj.~(insb/sth)thatisabasicorpermanentpartofsb/sthandthatcannotberemoved固有的；內(nèi)在的e.g.Theoldissuesofpower,stratificationandterritorialityseemtobeinherentinthespeciesHomoSapiens.追求權(quán)力、社會(huì)分成階層以及捍衛(wèi)自己的領(lǐng)地這樣的老問(wèn)題其實(shí)是人類社會(huì)固有的問(wèn)題。Words&ExpressionsWords2023/11/30跨境電子商務(wù)英語(yǔ)2023/11/30跨境電子商務(wù)英語(yǔ)Words&ExpressionsExpressions1.intheUnitedStatesroadstendtobewide;highwayscanaccommodateabroadarrayofvehicleswithahighnumberoflanes,andpeopledemandamixofcarsbasedontheirneedsTranslation:在美國(guó)，道路往往很寬;高速公路可以容納大量的車(chē)輛和大量的車(chē)道，人們需要根據(jù)自己的需要混合使用汽車(chē)。2023/11/30跨境電子商務(wù)英語(yǔ)Words&ExpressionsExpressions2.Nowthattheworldhasenteredthenextmillennium,weareseeingtheemergenceofaninterdependentglobaleconomythatischaracterizedbyfastercommunication,transportation,andfinancialflows,allofwhicharecreatingnewmarketingopportunitiesandchallenges.分析：that后面引導(dǎo)的定語(yǔ)從句修飾前面的全球經(jīng)濟(jì)，allofwhich后面是一個(gè)非限制性定語(yǔ)從句，修飾前面整句話。Translation:現(xiàn)在，世界已經(jīng)進(jìn)入下一個(gè)千禧年，我們正看到一個(gè)相互依存的全球經(jīng)濟(jì)的出現(xiàn)，其特點(diǎn)是更快的通信、運(yùn)輸和資金流動(dòng)，所有這些都在創(chuàng)造新的營(yíng)銷(xiāo)機(jī)會(huì)和挑戰(zhàn)。2023/11/30跨境電子商務(wù)英語(yǔ)Words&ExpressionsExpressions3.Giventhesecircumstances,itcouldbearguedthatcompaniesfaceadeceptivelystraightforwardandstarkchoice:theymusteitherrespondtothechallengesposedbythisnewenvironmentorrecognizeandacceptthelong-termconsequencesoffailingtodoso.deceptivelyadv.迷惑地，騙人地；虛偽地starkadj.choicesorstatementsareharshandunpleasant.嚴(yán)酷的分析：given鑒于。either....or...是本句中的一個(gè)基本句型。Translation:鑒于這些情況，可以說(shuō)企業(yè)面臨著一個(gè)看似直接而嚴(yán)峻的選擇:它們要么必須應(yīng)對(duì)新環(huán)境帶來(lái)的挑戰(zhàn)，要么承認(rèn)并接受不這樣做的長(zhǎng)期后果。2023/11/30跨境電子商務(wù)英語(yǔ)Words&ExpressionsExpressions4.Thepressuresoftheinternationalenvironmentarenowsogreat,andthebasesofcompetitionwithinmanymarketsarechangingsofundamentally,thattheopportunitiestosurvivewithapurelydomesticstrategyareincreasinglylimitedtosmallandmedium-sizedcompaniesinlocalnichemarkets.分析：本句的基本句型：so.....that....，后面的tosurvive.....是個(gè)不定式短語(yǔ)修飾opportunitiesTranslation:國(guó)際環(huán)境的壓力現(xiàn)在是如此之大，許多市場(chǎng)內(nèi)的競(jìng)爭(zhēng)基礎(chǔ)也在發(fā)生根本性的變化，因此純粹依靠國(guó)內(nèi)戰(zhàn)略就能生存下來(lái)的機(jī)會(huì)越來(lái)越只局限于當(dāng)?shù)乩袌?chǎng)的中小型公司。2023/11/30跨境電子商務(wù)英語(yǔ)Words&ExpressionsExpressions5.internationalmarketingmeansidentifyingneedsandwantsofcustomersindifferentmarketsandcultures,providingproducts,services,technologies,andideastogivethefirmacompetitivemarketingadvantage,communicatinginformationabouttheseproductsandservicesanddistributingandexchangingtheminternationallythroughoneoracombinationofforeignmarketentrymodes。Translation:國(guó)際營(yíng)銷(xiāo)是指識(shí)別不同市場(chǎng)和文化背景下的顧客的需求和需求，提供產(chǎn)品、服務(wù)、技術(shù)和想法，使公司具有具有競(jìng)爭(zhēng)力的營(yíng)銷(xiāo)優(yōu)勢(shì)。交流有關(guān)這些產(chǎn)品和服務(wù)的信息，并通過(guò)一種或幾種外國(guó)市場(chǎng)進(jìn)入模式在國(guó)際上進(jìn)行分銷(xiāo)和交換2023/11/30跨境電子商務(wù)英語(yǔ)Words&ExpressionsExpressions6.Buildingthispublicrelationspotentialinanewgeographicregionisanenormouschallenge,bothineffectivelylocalizingthemessageandinthecapitalexpendituresnecessarytocreatemomentum.Translation:在一個(gè)新的地理區(qū)域建立這種公共關(guān)系潛力是一項(xiàng)巨大的挑戰(zhàn)，無(wú)論是使信息有效地本地化，還是在創(chuàng)造勢(shì)頭所需的資本支出方面。2023/11/30跨境電子商務(wù)英語(yǔ)Words&ExpressionsExpressions7.Nikehaditsbrandimagehugelydamagedthroughutilizing‘sweatshops’andlowwageworkersindevelopingcountries.Translation:耐克利用發(fā)展中國(guó)家的“血汗工廠”和低工資工人，使其品牌形象遭受了巨大的損害。2023/11/30跨境電子商務(wù)英語(yǔ)Words&ExpressionsExpressions8.Findingawaytocapturevaluedespitethisfixedorganizationalinvestmentisanimportantinitiativeforglobalcorporations.Translation:盡管有這種固定的組織投資，但找到一種獲取價(jià)值的方法是全球企業(yè)的一項(xiàng)重要舉措。2023/11/30跨境電子商務(wù)英語(yǔ)Words&ExpressionsExpressions9.Thefinalfactorworthnotingisattainingeffectiveleaderswiththeappropriateknowledgebasetoapproachagivengeographicmarket.Translation:最后一個(gè)值得注意的因素是獲得具有適當(dāng)知識(shí)基礎(chǔ)的有效領(lǐng)導(dǎo)者，以接近給定的地理市場(chǎng)。WritingPart32023/11/30跨境電子商務(wù)英語(yǔ)LogisticsdelayE-mail2023/11/30跨境電子商務(wù)英語(yǔ)Delayindeliveryisthefailureofthecarriertodeliverthegoodsattheportofdischargespecifiedinthecontractofcarriagewithinareasonableperiodoftime,orintheabsenceofsuchanagreement.Example2023/11/30跨境電子商務(wù)英語(yǔ)Dear{$BuyerName},Thankyouforpurchasingandpromptpayment.However,we’llhavethe{節(jié)日名稱}from{時(shí)間區(qū)間}.Duringthattime,alltheshippingservicewillnotbeavailable,whichmaycauseadelayoftheshipmentforsevealdays.Thanksforyourunderstandingandyourpatienceismuchappreciated.Pleaseletusknowifyouhaveanyquestionsorconcerns.Keepintouch.Thanks.Sincerelyyours,{$ShopName}After-salesCustomerServicesVacationExample22023/11/30跨境電子商務(wù)英語(yǔ)DearCustomer,Pleasebeinformedthatwehaveresumedworktoday.Asweallknow,supplylinesanddeliveryareimpactedbythepandemic.Furthermore,freightratesareexpectedtoremainhighduetocontinuedstrongdemandcombinedwithsupplyuncertaintyandconcernsabouttheefficiencyoftransportandports.Werecommendthatyouplaceanorderassoonaspossibleandarrangetheshipmentaheadforextra-longshiptimes.Ifyouhaveanyfurtherquestionsorconcerns,pleasecontactusandwewillgetbacktoyouassoonaspossible.AccidentExercises:2023/11/30跨境電子商務(wù)英語(yǔ)Training:按下列要求撰寫(xiě)一封信函：

（1）你所售商品因疫情原因?qū)е挛锪魍?，根?jù)此原因與顧客溝通；SpeakingPart42023/11/30跨境電子商務(wù)英語(yǔ)SpeakingOut2023/11/30跨境電子商務(wù)英語(yǔ)COVERSATIONAFocuson:AgeneralinquiryaboutOMCCCoverageofthreebasicrisksSpecialadditionalrisksExtrapremiumSpeakingOut2023/11/30跨境電子商務(wù)英語(yǔ)COVERSATIONBFocuson:Aparticularinquiryabout

suitablecoverageBreakageRisk&FranchiseSpeakingOutL:Hello,Mrs.Hansen.ItisLeeChenspeaking.I’mcallingtodiscussthelevelofinsurancecoverageyou’verequestedforyourorderof500

000piecesballbearingslide.H:We’dliketocoverourorderedgoodsagainstWPAfor120%oftheinvoicevalueaccordingtoourusualpractice.L:Yes,that’sright.Wehavenoproblemincomplyingwithyour