基礎(chǔ)商務(wù)英語 Unit 11 Part1 分析競(jìng)爭(zhēng)對(duì)手

(Unit11 Part1 Analysing your competitors

一、Dialogue(一)

DEREK JONES: The technology is the same as ours.

德里克.瓊斯：技術(shù)和我們的一樣。

I have never seen two products which are so similar.

我從沒見過兩個(gè)如此相象的產(chǎn)品。

In concept and design there are no basic differences.

在理念和設(shè)計(jì)上沒有根本的不同。

None. However I have examined the components and the XR590...

沒有。但是，我檢驗(yàn)過部件和XR590……

KATE MCKENNA: What is the XR590?

凱特.麥凱納：XR590是什么?

DEREK JONES: The XR590 is the power source which drives Dealer Dan.

德里克.瓊斯：XR590是驅(qū)動(dòng)“商人丹”的能量源。

I think it has a few weaknesses.

我認(rèn)為它有幾個(gè)弱點(diǎn)。

It' s not as good.

還不是很完善。

In my opinion it' s not reliable enough for children.

我看對(duì)兒童來講還不足夠可靠。

DON BRADLEY: Exactly how unreliable is it?

堂.布拉德利：具體講，怎么個(gè)不可靠法?

DEREK JONES: I can' t say exactly.

德里克.瓊斯：我說不出來。

I haven' t completed the tests yet.

我還沒完成測(cè)試。

It' s too early to say.

現(xiàn)在說為時(shí)太早。

KATE MCKENNA: Will it affect their sales?

凱特.麥凱納：這會(huì)影響他們的銷售嗎?

DON BRADLEY: Derek?

堂.布拉德利：德里克?

DEREK JONES: Not much in the first six months, I suppose.

德里克.瓊斯：我想最初的6個(gè)月不會(huì)有太大的影響。

KATE MCKENNA: It' s the first six months that are important.

凱特.麥凱納：最初的6個(gè)月才是重要的。

DON BRADLEY: Edward, what do you think of their packaging?

堂.布拉德利：愛德華，你認(rèn)為他們的包裝怎么樣?

EDWARD GREEN: Well, plenty of bright colours.

愛德華.格林：色彩很鮮艷。

It' ll have a lot of impact at point of sale.

在現(xiàn)場(chǎng)銷售時(shí)會(huì)有很強(qiáng)的沖擊效果。

GERALDINE: I' m afraid they are all meeting at the moment.

杰拉爾丁：恐怕他們現(xiàn)在都在開會(huì)。

No, I' m sorry, I don' t know what time it will finish.

不， 對(duì)不起，我不知道會(huì)議什么時(shí)候結(jié)束。

I' ll put you through to Mr. Harris' s secretary, and she can make an appointment for you.

我給你轉(zhuǎn)到哈里斯先生的秘書，她可以為你安排約會(huì)。

Please hold the line.

請(qǐng)不要掛機(jī)。

CLIVE HARRIS: Nice to see you again, Peter.

克萊夫.哈里斯：很高興再見到你，皮特。

It' s been a long time.

好久不見了。

PETER DAY: How are things at Bibury Systems?

皮特.戴：Bibury系統(tǒng)公司運(yùn)轉(zhuǎn)的怎樣?

CLIVE HARRIS: Very interesting at the moment.

克萊夫.哈里斯：正處在非常有趣的時(shí)期。

PETER DAY: I' ve just heard you' re going into partnership with a rather good Japanese company.

皮特.戴：我聽說你們要和日本的一家不錯(cuò)的公司合伙。

CLIVE HARRIS: That' s not exactly true...Peter, are you still doing consultancy work?

克萊夫.哈里斯：也不全是這樣……皮特，你還在做顧問業(yè)務(wù)嗎?

PETER DAY: Yes. I haven' t retired yet!

皮特.戴：是啊。我還沒退休啊!

CLIVE HARRIS: Look, can I give you a lift back?

克萊夫.哈里斯：那 ，我開車送你回去，好嗎?

We haven' t had a chance to chat for a long time.

我們好久沒機(jī)會(huì)一起談?wù)劻恕?/p>

DON BRADLEY: What have you found out about their marketing strategy?

堂.布拉德利：你對(duì)他們的營銷策略有什么發(fā)現(xiàn)嗎?

KATE MCKENNA: They have already scheduled a television advertising campaign.

凱特.麥凱納：他們已經(jīng)安排了一場(chǎng)電視廣告推廣。

DON BRADLEY: Who with?

堂.布拉德利：和誰一起?

KATE MCKENNA: E.G.N.C.

凱特.麥凱納：E.G.N.C.

KATE MCKENNA: E.G.N.C. The company that they always use.

凱特.麥凱納：E.G.N.C.他們一直用的那家公司。

DON BRADLEY: When is it scheduled?

堂.布拉德利：定在什么時(shí)候?

KATE MCKENNA: Something next month, but I haven' t found out the exact date yet.

凱特.麥凱納：下個(gè)月的某個(gè)時(shí)候，但還沒查到具體的日期。

DON BRADLEY: Have you heard what they are spending on TV advertising?

堂.布拉德利：有沒有聽說他們?cè)陔娨晱V告上的花費(fèi)是多少?

KATE MCKENNA: I don' t know.

凱特.麥凱納：不知道。

Dialogue(二)

DEREK JONES: The technology is the same as ours.

I have never seen two products which are so similar.

In concept and design there are no basic differences.

None. However I have examined the components and the XR590...

KATE MCKENNA: What is the XR590?

DEREK JONES: The XR590 is the power source which drives Dealer Dan.

I think it has a few weaknesses.It' s not as good.

In my opinion it' s not reliable enough for children.

DON BRADLEY: Exactly how unreliable is it?

DEREK JONES: I can' t say exactly.

I haven' t completed the tests yet.It' s too early to say.

KATE MCKENNA: Will it affect their sales?

DON BRADLEY: Derek?

DEREK JONES: Not much in the first six months, I suppose.

KATE MCKENNA: It' s the first six months that are important.

DON BRADLEY: Edward, what do you think of their packaging?

EDWARD GREEN: Well, plenty of bright colours.

It' ll have a lot of impact at point of sale.

二、answer the question

1. Why does Derek think the XR590 is not as good?

Dialogue(三)

DEREK JONES: The technology is the same as ours.

I have never seen two products which are so similar.

In concept and design there are no basic differences.

None. However I have examined the components and the XR590...

KATE MCKENNA: What is the XR590?

DEREK JONES: The XR590 is the power source which drives Dealer Dan.

I think it has a few weaknesses.It' s not as good.

In my opinion it' s not reliable enough for children.

DON BRADLEY: Exactly how unreliable is it?

三、New words and expressions生詞和短語

drive 驅(qū)動(dòng)

reliability 可靠性

weakness 弱點(diǎn)

packaging 包裝

partnership 合伙人/合伙關(guān)系

consultant 顧問

find out 查出/查明真相

do consultancy work 做顧問工作

give a lift 搭車/搭便車

chat 聊天

四、answer the question

What does Edward think of the packaging?

Dialogue(四)

DON BRADLEY: Exactly how unreliable is it?

DEREK JONES: I can' t say exactly.

I haven' t completed the tests yet.It' s too early to say.

KATE MCKENNA: Will it affect their sales?

DON BRADLEY: Derek?

DEREK JONES: Not much in the first six months, I suppose.

KATE MCKENNA: It' s the first six months that are important.

DON BRADLEY: Edward, what do you think of their packaging?

EDWARD GREEN: Well, plenty of bright colours.

It' ll have a lot of impact at point of sale.

Dialogue(五)

KATE MCKENNA: Will it affect their sales?

DON BRADLEY: Derek?

DEREK JONES: Not much in the first six months, I suppose.

KATE MCKENNA: It' s the first six months that are important.

DON BRADLEY: Edward, what do you think of their packaging?

EDWARD GREEN: Well, plenty of bright colours.

It' ll have a lot of impact at point of sale.

GERALDINE: I' m afraid they are all meeting at the moment.

No, I' m sorry, I don' t know what time it will finish.

I' ll put you through to Mr. Harris' s secretary, and she can make an appointment for you.

Please hold the line.

CLIVE HARRIS: Nice to see you again, Peter.It' s been a long time.

PETER DAY: How are things at Bibury Systems?

CLIVE HARRIS: Very interesting at the moment.

PETER DAY: I' ve just heard you' re going into partnership with a rather good Japanese company.

CLIVE HARRIS: That' s not exactly true...Peter, are you still doing consultancy work?

PETER DAY: Yes. I haven' t retired yet!

CLIVE HARRIS: Look, can I give you a lift back?

We haven' t had a chance to chat for a long time.

五、answer the question

1.What is the name of the advertising agency that J.K.Toys will use for their campaign?

2.For when is the campaign scheduled?

3.How much money is J.K.Toys spending on the television advertising campaign?

Dialogue(六)

DON BRADLEY: What have you found out about their marketing strategy?

KATE MCKENNA: They have already scheduled a television advertising campaign.

DON BRADLEY: Who with?

KATE MCKENNA: E.G.N.C.

KATE MCKENNA: E.G.N.C. The company that they always use.

DON BRADLEY: When is it scheduled?

KATE MCKENNA: Something next month, but I haven' t found out the exact date yet.

DON BRADLEY: Have you heard what they are spending on TV advertising?

KATE MCKENNA: I don' t know.

六、answer the question

1.Have you heard what they are spending on TV advertising?

Dialogue(六重復(fù))

七、分析競(jìng)爭(zhēng)產(chǎn)品時(shí)應(yīng)考慮的幾點(diǎn)：

1.technology 科技

2. marketing strategy 行銷政策

3. packaging 包裝

4. advertising 廣告

5. advertising budget 廣告預(yù)算

6. selling price 銷售價(jià)

drive

reliability

weakness

packaging

partnership

consultant

find out

do consultancy work

Dialogue(七)

CLIVE HARRIS: Nice to see you again, Peter.It' s been a long time.

PETER DAY: How are things at Bibury Systems?

CLIVE HARRIS: Very interesting at the moment.

PETER DAY: I' ve just heard you' re going into partnership with a rather good Japanese company.

CLIVE HARRIS: That' s not exactly true...Peter, are you still doing consultancy work?

PETER DAY: Yes. I haven' t retired yet!

CLIVE HARRIS: Look, can I give you a lift back?

We haven' t had a chance to chat for a long time.