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1、An Integrated Course in Business English,商務(wù)英語綜合教程 （第三冊）,,Company Logo,Unit 10 Research on Consumption (1),,Company Logo,Unit 10 Research on Consumption (2),Warm-up Activities I. Pair work What do you think about consumption? II. Group work 1. Some people work hard to save money, while others to spen

2、d or to invest. Work in small groups, discussing how to use money smartly? 2. Do you think people should work to live or live to work?,,Company Logo,Unit 10 Research on Consumption (3),Notes of Text 1.Barbara Kahn: Patty and Jay H. Baker Professor, Professor of Marketing, Director, Jay H. Baker Reta

3、iling Center. Barbara is an internationally recognized scholar on variety seeking, brand loyalty, retail assortment issues and patient decision-making whose research provides marketing managers with a better understanding of the consumer choice process. 芭芭拉康,Unit 10 Research on Consumption (4),2.jel

4、ly bean: A small bean-shaped type of confectionery with a hard candy shell and a gummy interior which come in a wide variety of flavors. The confection is primarily made of sugar. 一種膠質(zhì)軟糖 3.obesity: Obesity is a condition in which the natural energy reserve, stored in the fatty tissue of humans and m

5、ammals, is increased to a point where it is a risk factor for certain health conditions or increased mortality.,Unit 10 Research on Consumption (5),Obesity develops from the interaction of individual biology and the environment. Excessive body weight has been shown to correlate with various diseases

6、, particularly cardiovascular disease, diabetes mellitus type 2, sleep apnea, and osteoarthritis. Obesity is both an individual clinical condition and is increasingly viewed as a serious public health problem. 肥胖 4.hors doeuvre: 正菜前的開胃小菜,,Company Logo,Unit 10 Research on Consumption (6),Text Analysi

7、s Barbara Kahn calls them candy junglesthe bulk confection stores that have become fixtures at American shopping malls. Clear plastic bins line the walls from top to bottom, the Swedish fish, sour peach chews, florescent watermelon gummy worms and jelly beans creating vivid, vertical slashes of neon

8、 across white walls. Big-eyed kids scramble to fill small cellophane bags that never seem in short supply. 芭芭拉康稱之為糖果叢林的散裝甜點店已成為美國商場不可或缺的商店。透明的塑料箱貼著墻自上而下整整齊齊地堆砌著，瑞典魚，酸桃嚼，熒光西瓜蔓蠕蟲和果凍，在白色的墻上營造出霓虹燈歡快地閃爍的效果。孩子們眼睛瞪得大大的，爭先恐后地往自己的透明的小塑料袋子里裝著糖果，袋子似乎從來就沒有空過。,Unit 10 Research on Consumption (7),from top to b

9、ottom 完完全全，從頭到腳 (1)For days the staff were searched as they left work, and two detectives searched the hotel from top to bottom, but the ring was never found. 一連幾天，員工下班時都被搜身，兩個偵探還把酒店搜了個底朝天，卻一直沒找到這枚鉆戒。 (2)The United States bosses the whole organization from top to bottom. 美國從頭到尾控制著這整個組織。 (3)This isnt

10、 the time to clean your entire home from top to bottom. 這么短時間是不夠讓你把整個家從里到外打徹底掃完的。,Unit 10 Research on Consumption (8),2.But when Kahn and Wansink offered subjects just six jelly bean flavors, they ate significantly more of the scrambled assortment. “Thats what we mean by perceived variety. Its relat

11、ed to the number, but its also a function of how the assortment is displayed. When a smaller variety of colors is scrambled, it looks like theres a lot more variety than there is. When there appears to be more variety, it seems to make sense to take more,” Kahn says. 但是，當(dāng)康和萬辛克只提供六種果凍口味時，他們吃拼盤果凍的數(shù)量明顯

12、多于分類明確的數(shù)量?！斑@也就是我們所謂的知覺品種。它與數(shù)量有關(guān)，但也與分類如何陳列有關(guān)。當(dāng)少量品種的不同顏色混雜在一起的時候，表面上看起來的品種要比實際的多。品種越多，拿的也越多似乎是有道理的，”康說。,Unit 10 Research on Consumption (9),be related to 與有關(guān) (1)It follows that incidence of food allergies will be related to patterns of food consumption. 由此得出的結(jié)論是食物過敏影響的范圍將和食物消費(fèi)方式有關(guān)。 (2)We think that if

13、 there is life on Mars, it could be related to us. 我們認(rèn)為，如果火星上有生命存在，它可能跟我們是相關(guān)聯(lián)的。 (3)The answer need not be related to your project. 答案不一定必須與你的項目有關(guān)。,Unit 10 Research on Consumption (10),a variety of 各種各樣的 種種 (1)This can happen for a variety of reasons, and these reasons can be unintended as well as de

14、liberate. 這一情況可能是由多種原因造成的，這些原因可能是無意的，也可能是故意的。 (2)The key is to do a variety of targeted reading and writing activities with your child that are appropriate and fun for his phase of development. 關(guān)鍵就是選擇適合孩子發(fā)展階段的、他們喜歡的、可以達(dá)到各種目的的閱讀和書寫活動，并和他們一起參加。,Unit 10 Research on Consumption (11),look like 看起來像 (1)Wh

15、at do the stars look like in the space? 在空間站看星星象的樣子是什么？ (2)The seller said I look like twenty in this dress. 售貨員說我穿這條裙子看起來像二十歲。 (3)He did not look like a evil person. 他看起來不像一個惡人。 (4)Maybe, it should look like a telescope. 也許，它應(yīng)該看起來像一臺望遠(yuǎn)鏡。,Unit 10 Research on Consumption (12),appear to be 好像是 仿佛 (1)I

16、n this illusion although the lines appear to be bent they are actually perfectly straight and actually parallel. 在這個錯覺中，雖然線條看起來是彎曲的，但實際上卻是筆直的，并且實際上是平行的。 (2)You can offer your help to others but back off if they appear to be offended by your persistence. 你可以向他人提供幫助，然而若他們因你的堅持而感到被冒犯了，那么你還是放棄為好。,Unit 1

17、0 Research on Consumption (13),Exercises I. Answer the following questions according to the text. 1. Why does it seem a lot going on even though there are only a few of different kinds of jellies? They are just cut in different shapes. 2. What did Kahn find after some experiments? The perception o

18、f variety, even when illusory, stimulates people to consume more.,Unit 10 Research on Consumption (14),3.What did people use to think about the factors that control eating, spending and overindulgence? A persons ability to control eating, spending and general overindulgence has solely to do with wil

19、lpower, or a lack thereof. 4.What are the important environmental factors included for overindulgence? Environmental factors, including portion size, price and the number of choices presented, also play a key role in Americas well- documented passion for overindulgence.,Unit 10 Research on Consumpti

20、on (15),5.Can you give some examples to show that environmental factors play a key role in overindulgence? An earlier study by co-author Wansink, for example, found that movie-goers given an extra-large bucket of popcorn will eat 45% to 50% more than those given a container one size smaller, even w

21、hen the popcorn is stale. Hungry or not, another study found, employees will eat throughout their workday if an office table is stocked with cookies and candy, while other research revealed that the bigger the toothbrush head, the more toothpaste people use. And when consumers are offered an assortm

22、ent with three different flavors of yogurt, they consume an average of 23% more than from a collection of just one flavor.,Unit 10 Research on Consumption (16),6.What is even more interesting about Kahn and Wansinks study? Perceived variety can also influence consumption even when actual variety is

23、unchanged. 7.What should the consumers be careful about? Consumers need to become more conscious that marketing tools may be affecting their behavior.,Unit 10 Research on Consumption (17),8. Why did consumers eat more of the scrambled assortment rather than the organized ones when there are only six

24、 jelly bean flavors? It looks like there is a lot more variety than there is. When there appears to be more variety, it seems to make sense to take more. 9. What should the dieters understand in order to limit consumption? Understanding that a party tray crammed with hors doeuvres or a jar filled

25、with jelly beans might challenge this self-control is an important step toward limiting consumption. 10.When may consumers eat more mashed potatoes, in one large bowl or three smaller ones? Three smaller bowls.,,Company Logo,Unit 10 Research on Consumption (18),IIWord Practice (1) Fill in the blank

26、s with appropriate words from the text. The initial letter of each word has been supplied for you. 1.He s________ over the rocks. 2.We have become explorers and scientists with our need to ask questions and to w________. 3.This evidence r________ my view that he is a spy. 4.His old car c________ muc

27、h gasoline. 5.I promise never to r________ his secret.,,Company Logo,Unit 10 Research on Consumption (19),6.I cant p________ any difference between these coins. 7.The snow i________ the coming of winter. 8.There are so many fancy cars on d________ here that I dont know which to buy. 9.He showed grea

28、t s________ when they were teasing him. 10.We serve b________ during lunchtime only. 1. scrambled 2. wonder 3. reinforces 4. consumed 5. reveal6. perceive 7. indicates 8. display 9. self-control 10. buffet,,Company Logo,Unit 10 Research on Consumption (20),IIIWord Practice (2) Fill in the

29、 blanks with the appropriate words or phrases given in the box. Change the forms where necessary. be stocked with in an effort to be intrigued by look forward to a series of play a key role in become conscious of be aware of an abundance of be surprised at in the face of be under control,,Co

30、mpany Logo,Unit 10 Research on Consumption (21),1.Have you ever been so ________ a pop-up ad that you bought whatever they were raving about? 2.There was ________ corn last year. 3.The theory is based on ________ wrong assumptions. 4.Biochemistry experiment ________ the studies of this course. 5.I a

31、m sorry, but that product is ________ at the moment. 6.________ enough witness, the criminal caved in. 7.The primary purpose of meditation is to ________, and familiar with, our inner life.,,Company Logo,Unit 10 Research on Consumption (22),8.He doesnt seem to ________ the problems. 9.The world is s

32、o big that nothing is to ________. 10. They rebuilt the cinemas ________ reach out to the young people. 1. intrigued by 2. an abundance of 3. a series of 4. plays a key role in 5. out of stock 6. In the face of 7. become conscious of 8. be aware of 9. be surprised at 10. in an effort to,,Company L

33、ogo,Unit 10 Research on Consumption (23),IVTranslation Translate the following sentences into English. 1.這個旅館為住客提供了各種各樣的娛樂活動。(amusement) 2.我希望我的告誡會促使她作出更大的努力。(stimulate) 3.有些人一直密謀想讓老板把秘書解雇。(intrigue) 4.他的設(shè)計在視覺上很有感染力。(appeal) 5.她認(rèn)為每次都能贏，未免太自大了。(in arrogance),,Company Logo,Unit 10 Research on Consumpt

34、ion (24),1.The hotel offers its guests a wide variety of amusements. 2.I hoped my warning would stimulate her to greater efforts. 3.Some of the members had been intriguing to get the secretary dismissed. 4.His designs have a strong visual appeal. 5.She was in arrogance to assume she would win every

35、time.,Unit 10 Research on Consumption (25),VReading Comprehension Read the text carefully, and choose the best answer. Our culture has caused most Americans to assume not only that our language is universal but that the gestures we use are understood by everyone. We do not realize that waving good-b

36、ye is the way to summon a person from the Philippines to ones side, or that in Italy and some Latin-American countries, curling the finger to oneself is a sign of farewell.,Unit 10 Research on Consumption (26),Those private citizens who sent packages to our troops occupying Germany after World War I

37、I and marked them GIFT to escape duty payments did not bother to find out that “Gift” means poison in German. Moreover, we like to think of ourselves as friendly, yet we prefer to be at least 3 feet or an arms length away form others. Latins and Middle Easterners like to come closer and touch, which

38、 makes Americans uncomfortable.,Unit 10 Research on Consumption (27),Our linguistic and cultural blindness and the casualness with which we take notice of the developed tastes, gestures, customs and languages of other countries, are losing us friends, business and respect in the world. Even here in

39、the United States, we make few concessions to the needs of foreign visitors. There are no information signs in four languages on our public buildings or monuments; we do not have multilingual guided tours.,Unit 10 Research on Consumption (28),Very few restaurant menus have translations, and multilin

40、gual waiters, bank clerks and policemen are rare. Our transportation systems have maps in English only and often we ourselves have difficulty understanding them. When we go abroad, we tend to cluster in hotels and restaurants where English is spoken. The attitudes and information we pick up are cond

41、itioned by those nativesusually the richerwho speak English. Our business dealings, as well as the nations diplomacy, are conducted through interpreters.,Unit 10 Research on Consumption (29),For many years, America and Americans could get by with cultural blindness and linguistic ignorance. After al

42、l, America was the most powerful country of the free world, the distributor of needed funds and goods. But all that is past. American dollars no longer buy all good things, and we are slowly beginning to realize that our proper role in the world is changing.,Unit 10 Research on Consumption (30),A 19

43、79 Harris poll reported that 55 percent of Americans want this country to play a more significant role in world affairs; we want to have a hand in the important decisions of the next century, even though it may not always be the upper hand. 1.It can be inferred that Americans being approached too cl

44、osely by Middle Easterners would most probably ________. A)stand still B)jump aside C)step forward D)draw back,Unit 10 Research on Consumption (31),2.The author gives many examples to criticize Americans for their ________. A)cultural self-centeredness B)casual manners C)indifference toward foreign

45、visitors D)arrogance towards other cultures 3.In countries other than their own most Americans ________. A)are isolated by the local people B)are not well informed due to the language barrier C)tend to get along well with the natives D)need interpreters in hotels and restaurants,Unit 10 Research on

46、Consumption (32),4.According to the author, Americans cultural blindness and linguistic ignorance will ____________. A)affect their image in the new era B)cut themselves off from the outside world C)limit their role in world affairs D)weaken the position of the US dollar 5.The authors intention in w

47、riting this article is to make Americans realize that ________. A)it is dangerous to ignore their foreign friends B)it is important to maintain their leading role in world affairs C)it is necessary to use several languages in public places D)it is time to get acquainted with other cultures 1. D 2. A

48、 3. B 4. C 5. D,,Company Logo,Unit 10 Research on Consumption (33),Writing Business Fax I. Introduction Unlike regular faxes or memos you might send to friends or family members, business faxes must be addressed with a level of organization and professionalism. When sending a business fax, it is

49、 important to make the fax as clear and as concise as possible. It should be properly addressed to the correct contact and the cover sheet should include a description of the content to follow. A business fax often carries important information and should be treated as such.,Unit 10 Research on Cons

50、umption (34),1.Use a company letterhead that includes the company name and address. As an alternative, you can include the company name and address in plain text. 2.Include your name, position, address, phone number and e-mail address. 3.Write “Company Name:” on the following line, with the name of

51、the company to which you are sending the fax. 4.Follow this with “To:” and the name of the person you are addressing.,Unit 10 Research on Consumption (35),5.Write “Recipients fax number:” on the following line. 6.Write “From:” and list your name. 7.Write “Number of pages including this cover sheet:”

52、 and list the total number of pages in the fax. 8.Finish with “Notes:” and include any relevant details that should be considered along with the information in the fax.,Unit 10 Research on Consumption (36),A Sample of Business Fax COMPGRAPH CORPORATION 2215 Midway Road Carrollton,Texas 75006 (214) 6

53、61-8960 To: Ms Joana Pekkala, Consultant for China Swiss Organization for Facilitating Investments Fax: +41-1-249 31 33 Total pages of this fax: 2,Unit 10 Research on Consumption (37),Dear Ms Joana Pekkala, We understand from the Swiss Business Guide for China that your organization is helping Swiss

54、 firms in seeking opportunities of investing in China and business cooperating with Chinese partners. To establish business relations with your organization and attract Swiss companies investment here in ***, we write to introduce our city, the city of ***, as one of the open cities in Liaoning Prov

55、ince, China and also ourselves, Foreign Economic Relations & Trade Committee of ***, as a *** government initiative to facilitate business relationship with foreign companies.,Unit 10 Research on Consumption (38),Our committee provides advice and assistance to *** firms seeking to export their servi

56、ces, goods to foreign areas and import goods and services abroad. We also assist *** firms in establishment of joint ventures and carry the procedures for examination and approval of joint ventures and foreign sole investment firms. Our Committee can provide *** companies with information on the wor

57、ld market and specific commercial opportunities as well as organize trade missions, seminars and business briefings.,Unit 10 Research on Consumption (39),Our committee facilitates and encourages investment from other countries into targeted sectors of *** economy and maintains active promotion of **

58、* through its network of contacts in domestic and abroad areas. Nowadays, we are seeking foreign investment in the field of capital construction, such as improving of tap water system and highway construction. Also, we are setting up a tannery zone in Tongerpu, the largest leather clothes producing

59、and wholesaling base in North China.,Unit 10 Research on Consumption (40),We invite Swiss companies with most favorable policies to set up their firms in any form on tanning, leather processing and sewage treatment. Any information on investment projects into *** and on business cooperation with fir

60、ms in *** is highly appreciated and will be passed on to anyone who have approached us with interest in similar project. You are also invited to our city for investigation and business tour. Should you have any questions, please feel free to contact us. Thank you for your attention and looking forward to your prompt reply. Sincerely yours, Qiming Di Commercial Assistant,,Thank You !,