新境界英语教参 Unit 4.docx

新境界英语教参 Unit 4.docx

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新境界英语教参Unit4

UnitFour

PartITextA

Pre-readingActivities

BackgroundInformation

ChinaImportandExportFair:

alsocalledCantonFair,isheldtwiceayearinSpringandAutumnsinceitwasinauguratedintheSpringof1957.ItisChina'slargesttradefairofthehighestlevel,ofthemostcompletevarietiesandofthelargestattendanceandbusinessturnover.Preservingitstraditions,theFairisacomprehensiveandmulti-functionaleventofinternationalimportance.

AnswerKey

Task1

1.Theyareclothesandelectricappliance.Theyareattradefairs.

2.Atradefairisalargeeventatwhichcompaniesshowtheirproductsorservicesinordertosellthem.

3.Yes.Therearemanylargeexhibitioncentersintheworld.HannoverMesse（德国汉诺威会展中心）isthelargestexhibitioncenterforindustrialtechnology.Itcoversanareaof451,260m2.

CantonFairComplex（广交会会展中心）isthesecondlargest,withthetotalconstructionareaof395000m2.MesseFrankfurt（德国法兰克福会展中心）isalsooneoftheworld’slargesttradefairorganizerswithitsownexhibitiongrounds.Everyyear,itrunsmorethan120exhibitionsandtradefairs,attractingmore65,000exhibitorsand3,000,000visitors.

4.Peoplevisitthemfordifferentpurposes.Somepeoplewanttolookforproductsfortheirbusinessorfortheirownuse;manymorepeoplegothereoutofcuriosity.

5.Theywanttopromotetheirproductsorservicesandattracttheirbuyers.

6.Designingposters,handoutsandinformationbrochures,andinvitingtheclientstothefair.

Task2

a）garmentb）electronicsc）faird）bilaterale）phasef）appliance

MiniText:

Task3

PairWork

1.Inspringandautumn.

2.ItistodeveloptradebetweenChineseandtheoverseastradecompanies.

3.Therearethree.

4.Eachphaselastsfor5days.

5.YoucangofromOct.31toNov.4.

Task4

ContextClues

1.curious2.media3.showcase4.prospects5.attendees’6.boost

TextA

BackgroundInformation

Tradeshow:

（tradefair,tradeexhibitionorexpo）isanexhibitionorganizedsothatcompaniesinaspecificindustrycanshowcaseanddemonstratetheirlatestproducts,service,studyactivitiesofrivalsandexaminerecentmarkettrendsandopportunities.Incontrasttoconsumerfairs,onlysometradefairsareopentothepublic,whileotherscanonlybeattendedbycompanyrepresentatives（membersofthetrade,e.g.professionals）andmembersofthepress,thereforetradeshowsareclassifiedaseither"Public"or"TradeOnly".Afewfairsarehybridsofthetwo;oneexampleistheFrankfurtBookFair,whichistrade-onlyforitsfirstthreedaysandopentothegeneralpubliconitsfinaltwodays.Theyareheldonacontinuingbasisinvirtuallyallmarketsandnormallyattractcompaniesfromaroundtheglobe.Forexample,intheU.S.therearecurrentlyover2500tradeshowsheldeveryyear,andseveralonlinedirectorieshavebeenestablishedtohelporganizers,attendees,andmarketersidentifyappropriateevents.

LanguagePoints

1.（Para.1）Alargenumberoftradeshowsareorganizedthroughouttheyearandyoucanoftenhearaboutthemthroughthemedia,inyourlocalnewspaper,onTVorthroughtheInternet.

Paraphrase:

Peopleorganizealargenumberoftradeshowsallovertheyearandyoucanoftenhearaboutthemthroughthemedia,forexample,inthelocalnewspaper,onTV,orthroughtheInternet.

StructureAnalysis:

Itisacoordinatingsentence.“and”iscoordinatingconjunction.

media:

（pluralformofmedium）themainwaysthatlargenumbersofpeoplereceiveinformationandentertainment,thatistelevision,radio,newspapersandtheInternet新闻媒体

Thescandalwaswidelyreportedinthenationalmedia.这件丑闻被全国各大媒体广泛报道。

2.（Para.2）Agoodportionofthetargetaudiencelearnsaboutnewproductstobelaunched.

Paraphrase:

Alargepartofthetargetcustomerslearnsaboutnewproductsthatwillbemadetosell.

StructureAnalysis:

“tobelaunched”heremodifies“newproducts”,functioningaspost-modifier.

launch:

tomakeanewproduct,booketcavailableforsaleforthefirsttime

ThecompanyhopestolaunchthenewdrugbynextOctober.该公司希望在明年十月份以前推出新的药物。

3.（Para.2）Alargenumberofenthusiasticbuyersdirectlypurchasenewproducts.

Paraphrase:

Alargenumberofexcitedcustomersbuynewproductsdirectlyfromthetradeshows.

enthusiastic:

feelingorshowingalotofinterestandexcitementaboutsomething热情的,热心的

Thesingergotanenthusiasticreception.这位歌手受到了热情的接待。

4.（Para.3）Exhibitingatatradeshowoffersyouoneofthebestwaystogetinfrontofmanycustomersandprospectsinarelativelyshortertime.

Paraphrase:

Showingyourproductorserviceatatradeexhibitionprovidesyouwithoneofthebestwaystomeetmanycustomersandpotentialcustomersinacomparativelyshortertime.

StructureAnalysis:

“offer”isaditransiveverb,itisoftenused:

offersbsth.

relatively:

toafairlylargedegree,especiallyincomparisontosomethingelse相对地

E-commerceisarelativelyrecentphenomenon.电子商务是最近才流行的现象。

5.（Para.3）Tradeshowsgiveanopportunitytoshowcaseacompany’slatestproductsorservicesandcreatethefirstmostimportantimpression,whichalsoreflectsthecompany’sbrandimage.

Paraphrase:

Tradeshowsgiveacompanyachancetodisplayitsnewestproductsorservicesandcreatethefirstmostimportantimpressionanditalsoreflectspeople’sopinionsabouttheproduct.

StructureAnalysis:

“whichalsoreflectsthecompany’sbrandimage”isnon-restrictiverelativeclause.

6.（Para.4）Accordingtoamarketresearchstudy,91%ofrespondentsrankedtradeshowas“extremelyuseful”sourceforacquiringproductinformation.

Paraphrase:

Amarketresearchstudyshowsthat91%ofrespondentsconsideredtradeshowas“veryuseful”sourceforgettingproductioninformation.

rank:

todecidethepositionofsomeoneorsomethingonalistbasedonqualityorimportance排列，归类于

Werankamongthesafestcountriesintheworld.我们国家是世界上最安全的国家之一。

7.（Para.5）Therearemanywaystoboostbusinessatatradeshow.

Paraphrase:

Wecanfindmanywaystoimprovethedevelopmentofbusinessatatradeshow.

StructureAnalysis:

“therebe”construction.

boost:

totakeactionsthatwillmakeaneconomystrongerandencouragebusinessactivity促进，推动

Thenewresortareahasboostedtourism.新的旅游胜地促进了旅游业的发展。

8.（Para.6）Allclientsshouldbeemailedinadvance,invitedtovisittheexhibition.

Paraphrase:

Weshouldemailallcustomersandinvitethemtovisittheexhibition.

StructureAnalysis:

SubjectandpartofthePredicateisomittedin“invitedtovisittheexhibition”anditsfullpartshouldbe“（andtheyshouldbe）invitedtovisittheexhibition.”

9.（Para.7）Attendeesmayonlypassoncethroughyourbooth,sotrytomaximizetheattentionyouintendtoattractthem.

Paraphrase:

Peopleparticipatinginthetradeshowsmaypassthroughyourboothonlyonce,soyou’dbettertrytoattractasmuchtheirattentionaspossible.

StructureAnalysis:

“which/that”isomittedintheattributiveclause“youintendtoattractthem”

maximize:

toincreasesomethingasmuchaspossible使达到最大值

Thecompany'smainfunctionistomaximizeprofit.企业的主要目的就是使利益最大化。

10.（Para.7）Decoratetradeshowboothswithbright,colorfuldisplaysandbanners,tograbtheirattention.

Paraphrase:

Youshouldusebright,colorfuldisplaysandbannerstomaketradeshowboothslookmoreattractiveinordertoattracttheirattention.

StructureAnalysis:

Itisanimperativesentence.

banner:

alongstripofclothorpaperusedfordecorationoradvertising横幅

Theonlookerswereshouting,cheering,andwavingbanners.旁观者呐喊着，欢呼着，挥舞着旗帜。

11.（Para.8）Dividestaffintoshiftswithmealbreaks.

Paraphrase:

Youmustdividestaffintoshifts,andduringthebreaks,staffcanhavemeals.

StructureAnalysis:

Thisisanimperativesentence.

12.（Para.8）Thestaffhastobeavailableatallthetimeduringtheshowtodealwithcustomerinquiries.

Paraphrase:

Duringthetradeshow,theworkpeoplemustbeatpresentatanytimesothattheycandealwithcustomers’questions.

available:

someonewhoisavailableisnotbusyandhasenoughtimetotalktoyou

CollinswasnotavailableformeetingonThursdaynight.科林斯周四晚上没有时间来开会。

13.（Para.9）Youdon’talwayshavetheopportunitytogointoasmuchdetailinyourpresentationasyouwouldlike,buttradeshowsopenthedoorsforfuturecommunications,adoorthatsometimesisverydifficulttogetyourfootinto.

Paraphrase:

Youdon’talwayshavetheopportunitytomakeasdetailedadescriptioninyourpresentationasyou’dlike,buttradeshowsmakefuturecommunicationspossible,andsometimesthispossibilityisveryhardtoget.

StructureAnalysis:

“thatsometimesisverydifficulttogetyourfootinto”isattributiveclauseanditmodifies“adoor”.

TranslationofTextA

企业如何从商品交易会中获利

商品交易会总是能够吸引好奇的公民众，这也正是商品交易会的目的所在。

每年都会组织大量的商品交易会，你可以经常通过传媒了解它们，比如当地的报纸、电视或者网络上。

参展者通常都会在这些商品交易会上展出他们一大部分最新产品或服务，并通过两种方法获利。

第一种方法是通过广告和品牌促销。

许多目标消费者因此了解到将要推出的新产品。

第二种方法则是通过在这些商品交易会上的现场销售。

许多热情高涨的消费者会在交易会直接购买新产品。

这是因为他们可以在这样的商业活动中获得比较大的折扣。

参加商品交易会是参展商在相对较短的时间内接触到大量消费者的一种好方法。

商品交易会为公司提供了一个展示最新产品或服务的机会，为其创造了最为重要的第一印象，这也反映出公司的品牌形象。

一项市场调查显示，百分之九十一的受调查者把商品交易会列为获取产品信息“相当有用”的资源。

同时，百分之五十一的受调查者表示曾经在商品交易会上购买过商品或服务。

通过商品交易会促进企业发展的方法有很多。

为交易会做好充分的准备

对于在商品交易会上展出何种产品，企业必须提前计划。

并依此设计海报、宣传单以及产品画册。

应该提前给所有的客户发邮件，邀请他们来参观展览。

吸引参会者的注意

参会者可能在你的摊位前只路过一次，因此要尽量吸引他们的注意力。

用鲜艳明亮的横幅来装饰你的展摊，以此来吸引他们的注意。

你的展摊应该尽力给参会者留下持久的印象，促使他们和你的员工交谈并询问更多的信息。

如果你的展摊不能使这一印象持久，那么你很可能会浪费金钱以及一次难得的机会。

能够为参会者随时服务

在展摊中禁止吃饭。

把工作人员分成几班，中间留下吃饭的时间。

还应该

避免在展摊闲聊或者打电话。

如果没有人理他们，参观者很可能会离开。

在展销期间，工作人员必须在任何时候都在场以处理顾客的询问。

工作人员应该欢迎参观者，让他们有机会开口并了解他们寻找何种产品。

为了以后跟进联系，应该记录他们的电子邮件地址和联系信息。

在介绍产品时你不可能总是有机会作详尽地介绍，但交易会为将来的沟通敞开了一扇门，这扇门有时候是很难跨入的。

因此，对于大多数的企业而言，为商品交易会做努力都是值得的。

Comprehension

AnswerKey

Task1

1.Theyareforat