College English Course for Overseas Undergraduates

College English Course for Overseas Undergraduates 暨南大学外招生《大学英语》教学课件 JNU QUALITY COURSE 暨南大学外国语学院

MARKET LEADER 体验商务英语综合教程第一册 a new language course for tomorrow’s business leaders intermediate Business English Course Book 1 JNU QUALITY COURSE 暨南大学外国语学院

MARKET LEADER BOOK ONE UNIT EIGHT MARKETS 暨南大学精品课程 JNU QUALITY COURSE JNU QUALITY COURSE 暨南大学外国语学院外语学院大学英语教学部外招生教研室制作

ML Book One Unit Eight Overview Vocabulary Types of market Listening Doing business in Russia Reading The car market in China Skills Participating in discussion Language Focus 1) comparatives and superlatives 2) much / a lot a little / a bit Case study Cara Cosmetics JNU QUALITY COURSE 暨南大学外国语学院

The market came with the dawn of civilization and it is not an invention of capitalism. If it leads to improving the well-being of the people, there is no contradiction with socialism. Mikhail Gorbachev

starting up A Look at the pie chart and answer these questions. Population by region (in millions)

1.What is the population of North America? • The population of North America is three hundred and ten million. 2. What percentage of the world’s population lives in Europe? Twelve percent of the world’s population lives in Europe. Now ask and answer other questions about the chart.

Vocabulary --- Types of market 8.1 Listen and report these numbers. A 1,255,500 one million two hundred and fifty-five thousand five hundred 10.5% ten point five percent B Listen and underline the correct numbers. 1 last year the company had a market share of 10.3 / 103 percent 2 last year sales of the main brand increases by 30 / 13 percent 3 last year the company sold more than 850,000 / 815,000 units of Sparkle 4.The company wants to increase its market share to 11.5 / 11.9 percent. 5 Next year the company wants to sell 1,100 / 1,100,000 units of Sparkle. Vocabulary file page 152

Read the following numbers: 815 279 135 533 473 1,204 8,516 6,121 7,948 10,357 82,710 91,662 424,374 901,845 110,791 37,404,700,609 2,504,986 23,419,340 After net income fell ____ $0.25m in 1995. there was a strong increase in 1996 due to increased sales and reduced costs. This was followed by a further increase _____ net income ___ $0.7m over the next two years: it grew steadily _____ $1.4m in 1996 ____ $2.1m in 1998 Exercise with numbers by in of from to

Coca-cola is a mass market product; it Selling special interest holidays is a niche market; it Rolex watches sell in a luxury market; they are An export market A home market a) is a small but often profitable market b) is outside the producer’s country c) is in the producer’s country d) high quality and expensive goods e) sells to large numbers of people vocabulary C Match the beginnings of the sentences 1 to 5 with their endings a) to e).

vocabulary D Now think of products which match the types of market in Exercise C. • Nike shoes sell in a mass market. • Ferrari sports cars are a luxury market product. Match the beginnings of the sentences 1 to 5 with their endings a) to e). E 1. A new market 2. A growing market 3. A profitable market 4. A big market 5. An attractive market • is large • allows companies to make money • is good to enter • is getting larger • is at an early stage

vocabulary Match the adjectives from Exercise E with their opposite meanings a) to e). F Now choose adjectives from Exercise E to describe the markets in your country for the following products. a) unattractive b) unprofitable c) mature d) declining e) small 5 3 1 2 The market for laptop computers is a mature market. Selling holidays abroad is a growing market. 4 G laptop computers holidays abroad video phones self-help books bicycles beauty products Vocabulary file page 151

Reading --- The car market in China By Oliver August in Beijing China car sales rise • Edward Zong, China’s Porsche salesman, is ready for the biggest boom in the car business since Henry Ford. Only 1 percent of the 1.3 billion Chinese own a car, but sales are 50 percent more than a year ago. • As a result, the country is now the biggest market for some car manufacturers, and you can read about the end of the ‘bicycle age’ in Chinese newspapers. • In Beijing alone, about 4,000 new cars arrive every week and 600,000 new drivers will get licences this year. This is a rise of 40 percent. Sales of 3 million vehicles this year will make China the fourth largest market in the world.

reading Some carmakers need Chinese consumers. Volkswagen will sell more cars in China than in Germany this year, and Porsche hopes to double its sales to 60 cars next year. • When Mr. Zong was young, children played ball games on Beijing’s big roads. People didn’t own private cars and only government drivers, such as Mr. Zong’s father, went faster than bicycles. • These days Mr. Zong waits in car traffic for an hour on his way to work every morning. The millions of bicycles cause great problems for other traffic. The government plans to destroy many old areas and change single-lane roads into eight-lane highways. • This year, Mr. Zong purchased his first car, for ￡12,000- a Jeep Cherokee. He wanted a Porsche, but with a price of more than ￡90,000, this is distant dream for him. • From The Times

Porsche 1953 Model Dr. Ing. h.c. F. Porsche AG, often shortened to Porsche AG, or just Porsche, is a German manufacturer of automobiles. It was founded in 1931 by Ferdinand Porsche, the Austrian engineer who also created the first Volkswagen. The company is located in Zuffenhausen, a city district of Stuttgart, Baden- Württemberg. They currently produce sports cars and sport utility vehicles. In racing, Porsche's main rival has traditionally been Ferrari, though their production vehicles appeal to quite different personalities 1976 model 1970 model 2007 model 2005 model 2008 model

reading Find these numbers in the article. Write them in figures. A 1.3 billion /1,300,000,000 (line 6) 1.One point three billion 2.four thousand 3. Six hundred thousand 4. sixty 5.Twelve thousand pounds 6.ninety thousand pounds 4,000 (line16) 600,000 (line 17) 60 (line 29) ￡12,000 (line 51) ￡90,000 (line 54)

reading B What does each number in Exercise A refer to? 1.1.3 billion – the number of people in China 2. 4,000 – the number of new cars that arrive every week in Beijing. 3.600,000 – the number of new drivers who get licences this year. 4.60 –the number of cars Porsche hopes to sell next year 5.￡12,000 – the price of a Jeep Cherokee 6.￡90,000 – the price of a Porsche.

reading Read the article carefully and complete these sentences. C b 1.Car sales in China are ___ a year ago. a) the same as b) higher than c) lower than 2.China is a big market for ___ . a) Ford b) Volkswagen c) Porsche 3.The number of ___ causes problem for other traffic. a) cars b) animals c) bicycles 4.The government wants to make roads ___ . a) wider b) longer c) cleaner 5.Mr. Zong owns a ___ . a) Jeep b) Porsche c) Ford b c a a

reading D Find words in the article which mean : manufacturers 1.time of high sales (paragraph 1) boom 2.makers (paragraph 2) 3.people who buy (paragraph 4) 4.two times as many (paragraph 4) 5.to damage very badly (paragraph 6) 6. bought (paragraph 7) consumers double destroy purchased E Find three words in the article which refer to each of the following. 1.people salesman 2.business getting better drivers consumers children boom rise double (sales)

Language focus 1 Comparatives and superlatives We compare two people or things with comparative forms of adjectives.Only government drivers went faster than bicycles.For Volkswagen the Chinese market is more profitable than the German market. • We compare three or more people or things with superlative forms of adjectives. The country is now the biggest market for some car manufacturers. What is the most expensive make of car?

Language focus 1 A Correct the mistakes in these sentences. harder 1.It is more harder to break into export markets than home markets. 2.China is a more big market than Japan. 3.Our market share is more low than it was last year. 4.The rate of inflation is more bad this month than it was last month. 5.This month’s sales are more high than last month’s. 6.The Asian market is more good than the European market for rice. bigger lower worse higher better

Language focus 1 Complete the conversations using the superlative form of the adjectives. B 1. This is a good product. Yes, it’s ___________ product on the market. 2. This is an expensive hotel. Yes, it’s _________________ place in the city. 3. She is a very popular manager. Yes, she’s _______________ head of department in the company. 4. This is a cheap product. Yes, it’s _______________ product in the catalogue. 5. This is a very competitive market. Yes, it’s ___________________ market in Asia. 6. This is a bad year. Yes, it’s ______________ year in the last ten years. the best the most expensive the most popular the cheapest the most competitive the worst

Language focus 1 Complete the article with the appropriate form of the words in brackets. C profile • I opened a hairdressing salon last year. The _________________ (important) thing is to think about your target customers. My hairdressing salon is located in my parents’ hotel. My customers are __________ (old) and_________ (rich) than my main competitor’s. • They like excellent service and a cup of coffee. My main competitor’s customers are ___________ (young) than mine. She offers a ________ (cheap) service than I do. However, my salon is • _____________________ (comfortable) than hers. My • _____________________ (exciting) customer is a famous model. most important older richer younger cheaper more comfortable most exciting

Listening Doing business in Russia 8.3 Listen to the first part of a presentation by Anna Nabirukhina about doing business in Russia. Then tick the correct answers. A 1.Which of the following statements is true? ( ) a) Russians expect foreign visitors to take them to parties. b) Russians do business with people who like parties. c) Russians enjoy entertaining foreign people who visit them. 2.To do business with Russian companies, you need to have ( ) a) a business arrangement b) a personal relationship. c) a useful contact c b 3. Who do you need in your team? ( ) a) a friendly person b) a service provider c) a technical person c

Tips of doing business with Russians 1. Russians are good hosts. They like to entertain foreign guests, so allow plenty of time for informal parties and cultural events. 2. They will try to establish a personal relationship with you. They need to know you as a person before they do business with you. They need to trust you. 3. You need to be well-prepared before a negotiation. Russians usually ask a lot of technical questions. You need to have a technical person and a Russian adviser in your team.

listening Listen to the second part of the presentation. Then answer these questions. B • Who should you take on your first visit to a Russian company? a) New people b) Team members c) senior people 2. When Russians buy products from foreign companies, they offer a) to pay as little as possible. b) to pay a fair price c) to pay as much as possible C a

Tips of negotiating with Russians • In your first visit, take a senior people with you. In your final negotiation, have a top executive lead your team. 2. In a negotiation, Russians like to start with an extreme position. When they are buyers, they offer a very low price. When they sellers, they ask a really high price. You need to be tough and take an extreme position yourself.

listening Listen to the third part of the presentation. Then complete these extracts. C power 1.Russians value information. They think information is ________ , so they do not tell you everything. 2. It’s important to be patient. Russians take a long time to make a _______ and there’s always a lot of __________ to deal with. 3. You must watch Russians carefully and study their ______ language. This is very important. 4. Remember that Russians are _________ people. Sometimes emotions are more __________ than facts. decision paperwork body emotional important

Language focus 2 much/a lot a little/a bit We use much or a lot with comparative adjectives to talk about large differences. Much is more formal than a lot. Fruit snacks are much healthier than sugary snacks. New Zealand is a good market, but Australia is a lot more attractive. We use a little or a bit with comparative adjectives to talk about small differences. A little is more formal than a bit. The PDX100 is a little more expensive than the PDX200. This month’s sales are a bit higher than last month’s. Page 125

Language focus 2 A Complete these sentences about the cars. much or a lot 1.The white car is ____________ bigger than the black car. 2.The black car is ______________ bigger than the red car. a little or a bit

Language focus 1 B Talk about sales in France and in Spain. Use the chart. In the first quarter, sales in France were a little higher than in Spain. In France, sales in the second quarter were much higher than in the first quarter.

Language focus 1 C Compare these two pool tables using much, a lot, a little and much. The Classic pool table is a bit wider than the Trainer pool table. Trainer pool table Classic pool table 95 cm 180 cm 80 cm 50kg ￡280 Width Length Height Weight Price 93 cm 176 cm 78 cm 25 kg ￡144 Vocabulary file page 153

Skills Participating in discussions 8.6 Three marketing executives, Jacek, Paul and Anna, talk about a new morning snack called Krakel. Listen to their conversation and underline the correct answer. A c 1.Who does Jacek want to target with the new bar? a) Children b) Rich women c) Young workers 2.Jacek says more people these days a) do not have breakfast b) have breakfast on the way to work c) eat breakfast at home 3.Krakel contains a) no sugar. b) a bit of sugar. c) a lot of sugar. 4.Krakel contains a) no fruit. b) a bit of fruit. c) a lot of fruit. b b c

skills B Listen to the conversation again. Complete the extracts. agree 1.Sorry, Paul, I don’t _______ with you. 2. I _________ we need to target young working people. 3.You ‘re _________ . There is a big market for morning snacks. 4.How do you ___________ about this, Anna? 5.I really ___________ the idea. 6.OK.____________ call a meeting and talk to the rest of the department. think right feel like Let’s

skills C Look at the extracts in Exercise B. Decide whether the speaker is: a) agreeing b) disagreeing c) asking for an opinion d) giving an opinion e) making a suggestion 3, 5 1 4 2 6 Work in groups of three. Role play this situation. You are taking part in a marketing meeting. You are discussing the name and price of a new cereal bar and how to promote it. D Student A: turn to page 136 Student B: turn to page 139 Student C: turn to page 144

skills Useful language Agreeing Giving an opinion. You’re right. I think … I really like the idea. In my opinion … Disagreeing making a suggestion (Sorry) I don’t agree with you. Let’s … I’m afraid I don’t agree. How about … Asking for an opinion What do you think? How do you feel about this?

Case study Background Cara Cosmetics is an international company based in Italy. It sells body care products. Its target market is usually women who buy the products for the whole family. Cara Cosmetics is launching a new shampoo. Competitors’ products

Case study The new shampoo The biggest competitor is HairGlow. Look at the options below for the new shampoo. Bottle sizes 300ml only 300ml and 100ml 500ml, 300ml, and 200ml Names Finesse Radiance silk Age groups 18-25 26-50 51+ Income groups Low Middle high Selling price (for 300ml) Less than ￡ 8 ￡ 8 More than ￡ 8 Main outlets Supermarkets Pharmacies Hairdressers Target markets Women who buy the product for the family Women who buy the product for themselves Men who buy the product for themselves

Case study task writing Work in small groups. Look at the information and discuss how Cara Cosmetics needs to launch its shampoo. Decide on the name, price, age group, size, income group, target market and main outlet. Write a short description of the new shampoo for Cara’s catalogue. Writing file page 134

Thank you!

College English Course for Overseas Undergraduates