新商务英语口语教程

出版时间：2008-9  出版社：清华大学出版社  作者：王咏梅  页数：175  

内容概要

《新商务英语口语教程》是为大专院校本科生、研究生课堂学习，以及从事国际设备工作或将要从事国际高务工作的人员，在实际工作中练习设备英语对话而编写的一本教程。本书将国际高务专业知识与英语对话有机地结合起来，指导学员循序渐进地学习国际高务的全过程。通过学员独处练习、成对练习和小组活动的形式，增进学员实际运用英语语言的能力，为学员提供练习英语听、说技能的机会。

书籍目录

前言第一章　全球市场　第一节　全球经济　　背景知识　　商务英语对话　　替换练习　　生词　　短语　　练习　　对话参考译文　第二节　国际竞争　　背景知识　　商务英语对话　　替换练习　　生词　　短语　　练习　　对话参考译文第三节　出口贸易时机成熟了吗？　　背景知识　　商务英语对话　　替换练习　　生词　　短语　　练习　　对话参考译文第四节　制订一项成功的出口贸易计划　　背景知识　　出口计划大纲图表　　商务英语对话　　替换练习　　生词　　短语　　练习　　对话参考译文第二章　国际贸易蓝图　第一节　电子商务　　背景知识　　商务英语对话　　替换练习　　生词　　短语　　练习　　对话参考译文　第二节　国际市场营销　　背景知识　　商务英语对话　　替换练习　　生词　　短语　　练习　　对话参考译文　　……第三章　谈判及付款第四章　装船及交货附录　APPENDIX

章节摘录

　　Mr. Smith: We must take heed to our brand name and corporate image. Many com-panies have experienced difficulties after introducing their brand name, logo or promo-tional materials in other countries only to discover that its connotations were inappropri-ate in the local language or culture.　　Mr. Wade: At present, our cross-national marketing research in China has revealedwide differences in demographic preferences and local tastes.　　Ms. Conway. We must also be careful to avoid using American colloquial speech thatforeign customers may not understand. From time to time, pictures or graphs may conveya more profound message to our international buyers than words can speak.　　Mr. Smith: It may be prudent to hire a professional translator with experience in bus-iness and commercial materials. More importantly, someone who is well versed and sensi-tive to cultural differences.　　Ms. Conway: Brand image also involves the symbolic associations consumers amassregarding the brand. One source of symbolic brand associations is the color or colors ofproducts, packaging and related advertising materials.　　Ms. Stevenson: A very good case and point, it is a problem facing many global mar-keting managers to understand the emotional and-psychological factors associated withcolor in various cultures. Therefore, the continual pairing of color with a brand may re-sult in the transfer of the emotional and psychological properties of the colors to thebrand.　　Mr. Smith.. I see, it is indeed a complex issue. It will be essential to redesign ourbrand image, packaging, and brochures to accommodate our international consumers.Now, what about global pricing？ Mr. Wade, this is your area of expertise. Please give ussome counsels on this subject matter.　　Mr. Wade: My pleasure. We must bear in mind that proper pricing of our product,choice of terms of sale and payment are three important elements in selling a product orservice internationally. Of the three, strategic pricing is the most difficult, even for the.

编辑推荐

　　《新商务英语口语教程》后列有简明词汇表，学员不必借助字典也可学习《新商务英语口语教程》。　　《新商务英语口语教程》的附录提供了有关国际商务的实际应用信息和丰富的网络链接资源。学员可作参考及深入研究之用。　　专门设计的练习有助于引导学员展开情景对话，增强学员中英文互译的能力。学员通过本书具体的引导，能运用新学习的语言技巧，得出新观点，组织新思路，扩大词汇量，并能书写、编辑、修改自己的文章。　　《新商务英语口语教程》为教师配有录音CD碟片一张，由美国本土人士录制而成。相信通过对本材料的反复听练，通过模仿各种背景下的自然对话，学员不仅能够切实提高听力水平，英语对话能力也必将登堂人室，更加流利。任课教师可向出版社联系索取。

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