北京市版权局著作权合同登记号图字：01-2021-1546 

. licensed by ELI s.r.l, Italy — ELI Publishing. 
www.elionline.com 
Author: Luke Prodromou Lucia Bellini 

The English adaptation rights arranged through Rightol Media. （本书英文改编版版权经由锐拓传媒取得）

版权所有，侵权必究。举报：010-62782989，beiqinquan@tup.tsinghua.edu.cn。
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商务英语 
/姜宏总主编；周欣奕主编.—北京：清华大学出版社，2021.4
新时代行业英语系列教材 


ISBN 978-7-302-57795-9
Ⅰ.①商… Ⅱ.①姜… ②周… Ⅲ.①商务 
-英语-高等职业教育-教材 Ⅳ. 
①F7
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序序
在经济全球化和国际交往日益频繁的今天，无论是作为个人还是组织的一员，参与国际交流
与合作都需要具备良好的外语沟通能力和扎实的专业技术能力。高职院校承担着培养具有全球竞争
力的高端技术人才的使命，需要探索如何有效地培养学生的行业外语能力。行业外语教学一直是职
业院校的短板，缺少合适的教材是其中一个主要原因。目前，国内大多数高职院校在第一学年开设
公共英语课程，所用教材多为通用英语教材，其主题与学生所学专业的关联度总体较低；部分院校
自主开发的行业英语教材，在专业内容的系统性、语言表达的准确性等方面存在诸多不足；还有部
分院校直接采用国外原版的大学本科或研究生教材，但这些教材学术性和专业性太强，对以就业为
导向的高职院校学生来说，十分晦涩难懂。

清华大学出版社从欧洲引进原版素材并组织国内一线行业英语教师改编的这套“新时代行业
英语系列教材”，以提升学生职业英语能力为目标，服务师生教与学。本套教材具有如下特点：

一、编写理念突出全球化和国际化

本套教材在欧洲原版引进优质资源的基础上改编而成，全球化视角选材，结合行业领域和单
元主题，关注环境保护、人口老龄化、贫困等时代难题，培养学生的国际视野和世界公民素养。单
元主题、板块编排和练习设计与国际接轨，体现国际规范和国际标准，且反映全球行业发展动态和
前景，帮助学生全面了解全球行业现状和掌握国际操作流程，夯实行业知识体系。

二、编写目标注重培养学生使用英语完成工作任务的实际应用能力

为响应高职院校外语教学改革号召，培养具有国际竞争力的高端技术人才，将外语教学目标
由原来的语言能力导向转变为职业能力导向，本套教材通过听、说、读、写、译等基本语言技能
训练，让学生完成不同行业领域的工作任务，将英语放到职场的背景中来学，放到员工的岗位职
责、工作流程中来学。

三、结构与内容紧扣行业领域的职场情境和核心业务

本套教材围绕行业核心概念和业务组织教学单元，不同单元相互关联，内容由浅入深、由易
到难，循序渐进；教材各单元主题契合行业典型工作场景，内容反映职业岗位核心业务知识与流
程。每本教材根据内容设置 8至 10个单元，用多种形式的语言训练任务提升学生对行业知识的理
解与应用。

序i


四、资源立体多样，方便师生教与学四、资源立体多样，方便师生教与学
本套教材图文并茂。通过改编，在原版教材基础上每个单元增加了学习目标，明确了学生在完
成各单元学习后应该达到的知识和能力水平；增加了重点词汇中文注释和专业术语表，便于学生准
确理解行业核心概念；听力练习和阅读篇章均配有音频，并借助二维码扫码听音的形式呈现，实现
教材的立体化，方便学生学习；习题安排契合单元的主题内容，便于检测单元学习目标的实现
程度。教材另配有电子课件和习题答案，方便教师备课与授课。教师可以征订教材后联系出版社
索取。

本套教材共 10 本，包括《护理英语》《机电英语》《建筑工程英语》《运输与物流英语》
《烹饪、餐饮与接待英语》《旅游英语》《银行与金融英语》《市场营销与广告英语》《商务英语》
《商务会谈英语》，涵盖医药卫生、机电设备、土木建筑、交通运输、旅游、财经商贸等六大类专
业。建议高职院校结合本校人才培养目标，开设相应课程。

本套教材适合作为高职院校学生的行业英语教材，也适合相关行业从业人员作为培训或自学
教材。

姜宏

2021年3月31日

2ii商务英语 
商务英语商务英语 


前言前言
本教材改编自意大利Flash on English系列引进教材。在原版教材的基础上，本教材增添了导入
和术语两个模块，在原版听、说、读、写技能模块中添加单词释义，并进行适当的本土化改编，以
适应我国高等职业教育学生的学习水平和需求。

从语言角度，本教材以提高国际商务英语能力为目标，在原汁原味的教学素材的基础上，根
据跨国企业的真实岗位需要来设计听、说、读、写各环节语言任务，培养学生应对商务环境的英语
语言能力。从专业角度，本教材通过介绍商务知识背景、培养商务专业技能、模拟商务工作流程完
成专业训练，最后引导学生成功通过应聘面试走向涉外商务工作岗位。

本教材分为全球市场、商务公司、商务会话、电子邮件、市场营销、商业广告、贸易磋商、
订单合同、贸易单据、应聘面试十个单元。全书带领学生了解全球市场、商务公司的专业背景，培
养学生商务会话和电子邮件写作专业技能，通过制定市场营销策略及发布商业广告将产品推向市
场，并完成贸易磋商、下订单签合同、制作贸易单据等贸易流程，最后辅导学生参加应聘面试。每
个单元由导入模块、听、说、读、写技能模块和术语模块组成。导入模块通过热身活动激发学生兴
趣和探知欲，从而更好地进入学习主题；技能模块开展听、说、读、写多方面的技能训练，通过增
添单词释义帮助学生理解词汇，通过真实背景相关任务加强学生的英语语境沟通能力。听、说、
读、写技能训练之间互相融合、互相促进；术语模块包含商务领域的相关拓展，以及国际商务专业
知识指导。

本教材难易适中，语言素材规范，切合实际工作情境。本教材适合高等职业院校相关专业师
生使用，同时也适用于相关行业从业人员培训或自学使用。

本教材由周欣奕、胡霞和高亚妹改编，周欣奕改编第一单元及第五至第九单元，胡霞改编第
三、第四单元，高亚妹改编第二单元和第十单元。在本教材改编过程中得到北京财贸职业学院国际
教育学院姜宏、闻立欧两位领导以及出版社同仁的大力支持和帮助，在此表示由衷感谢。由于编者
水平所限，改编过程中难免存在不妥之处，敬请指正。

编者

2021年3月31日

前言 
iii


Contents 


Unit Topic Vocabulary 

p. 2 
p. 44 
p. 12 
p. 24 
p. 34 
. Aspects of

The Market 
Marketing 
The Company 
Business 
Conversation 
Business Emails 
market 
. People in 
market 


. Types of 
business 
model 

. Company 
organisation 

. Phone 
language 
. Fixing 
appointments 

. Language 
of business 
correspondence 

. Aspects of 

marketing 
. Characteristics 
of adverts 

Skills 

Reading: a description of the market; a 
description of globalisation 

Listening: a discussion on globalisation 
Writing: a text in favour of or against 
globalisation 

Speaking: a discussion on globalisation 

Reading: descriptions of different business 

models; an article about career development 
Listening: a discussion about a business 
organisation; a description of company 
organisation 

Writing: summary of an article 
Speaking: presentation of business organisation 

Reading: business affairs 
Listening: phone calls—taking messages, 
making arrangements; discussion to reach 

agreement 
Writing: fixing appointments 
Speaking: phone calls—taking messages, 

making arrangements; discussions to reach 
agreement 

Reading: business emails 
Listening: an email dictation 
Writing: business emails 
Speaking: discussion on writing principles 

Reading: aspects of marketing; market 
research questionnaire; internet and press 
adverts 

Listening: a talk about marketing; a talk 
about advertising 
Writing: consumer profiles 
Speaking: presenting a consumer profile 

iv 商务英语 


Unit Topic 

961078p. 98 
p. 58 
p. 72 
p. 84 
p. 110 
Trade 
Documentation 
Advertising 
Applying for a 
Job 
Business 
Transaction 
Placing 
Orders 
Vocabulary 

. Terms related 
to advertising 

. Making and 
replying to 
enquiries 

. Making and 
replying to 
orders 

. Different types 
of orders 

. Invoices and 
payment terms 
and conditions 

. Transport 
terms and 
conditions 

. Language 
of job 
adverts and 
applications 

. CVs 

Skills 

Reading: the purpose of advertising; effective 

advertising; advertising media 

Listening: a manager talking about creating an 

effective advertisement 

Writing: an effective advertisement 

Speaking: a discussion about questions and 

opportunities 

Reading: enquiry emails and replies; email 

orders and replies 

Listening: busines conversations; conversations 

about orders 

Writing: enquiry emails and replies; email 

orders and replies; order forms 

Speaking: a bargain by phone call 

Reading: different types of orders 
Listening: phone orders 
Writing: a refusal to an order 
Speaking: a role play to place orders 

Reading: trade documertation including invoices, 
airway bills and bank transfer documents 

Listening: completing a transport document 

Writing: invoices, airway bills and bank transfer 

documents 

Speaking: summarising information about 

payment documents 

Reading: online and newspaper job adverts, 

applications 

Listening: job interviews 

Writing: a job application; a CV 

Speaking: a job interview 

Contents 


UNIT 1The Market 
2商务英语 
UNIT 1The Market 
2商务英语 

Unit 1 The Market 3 
Learning Objectives 
Upon completion of the unit, students will be able to: 
. identify goods and services; 
. understand the definition and connotation of market; 
. compare advantages and disadvantages of globalisation. 
Unit 1 The Market 3 
Learning Objectives 
Upon completion of the unit, students will be able to: 
. identify goods and services; 
. understand the definition and connotation of market; 
. compare advantages and disadvantages of globalisation. 

Starting Off Starting Off 
In this unit you may be studying the market. But do you know exactly what it is? 

1 Read the questionnaire below and tick (√) the best answers for you. 

The market Yes No Don’t know 

1) may be the people who want to buy something. 
2) may be a place where many people can gather together to exchange 


goods and services. 
3) must be a real existing place or venue. 
4) involves producers, sellers, buyers and so on. 
5) only involves producers and consumers. 
6) must be a retail outlet, where people meet face-to-face. 
7) may be an online market, where there is no direct physical contact 


between buyers and sellers. 
8) may be where buyers and sellers are in contact with one another, 
either directly or through agents. 



The globalisation Yes No Don’t know 

9) may be the procedure of cross-border interaction and integration 
among people, businesses, and governments. 
10)makes the world into a more interdependent place. 
11) eliminates all the barriers to trade. 
12) obtains the advantages integrated global economy, without any 
negative side-effect. 
13) may be the share of products, technology, information, and jobs 
across different cultures. 
14)can create economic growth by means of the worldwide flow of 
goods, capital, and labor. 
15) distributes economic growth and job creation fairly and evenly across 
industries or countries definitely. 
16)may reduce operating costs by manufacturing abroad, buy raw 
materials cheaply, and reach to new customers. 



4商务英语 


Reading 1Reading 1
Market 

A market is where people buy and sell. 
The people who sell are called sellers—also 
producers or manufacturers—they make and 
provide what the market needs. The people 
who buy are called buyers—also customers— 
they use what they buy from sellers. But what is 
bought and sold in a market? Goods and services. 
Goods are physical objects like computers, 
mobile phones, shoes, spaghetti. Services are 
non-physical objects like banking, transport, concerts, advertising. Of course the quantity and 
type of goods and services produced interacts with the quantity and type of goods and services 
the market demands. This is called the law of supply and demand. The supply is the quantity of 
goods or services that producers put in the market. Demand is the amount of goods and services 
that buyers will buy. Producers make what consumers require because they don’t want to produce 
something that nobody wants to buy. This law is the driving force of any market. But what influences 
a customer’s choice of what product to buy and in what quantity? One of the most important factors 
that determines this choice is the price. In general, people buy more when the price is low and buy 
less when it is high. This can create competition in the market between different sellers of the same 
product who want to win as many customers as possible, so they must beat competitors but, at the 
same time, they must make a profit. 


MY GLOSSARY 
market n.市场；行情；销路
producer n.生产者，制作人；发生器
manufacturer n.［经］制造商，厂商
provide v.提供；规定；准备
customer n.顾客；家伙
physical objects实物
spaghetti n.意大利式细面条
banking n.银行业务；银行业
transport n.运输；运输机
concert n.音乐会，演唱会
advertising n.广告；广告业
quantity n.数量，量
the law of supply and demand
供求定理
amount n.数量，总数；程度
driving force驱动力
determine v.下决心，做出决定，确定
competition n.竞争，比赛
beat v.打败；打；搅拌
competitor n.竞争者，对手
profit n.利润，利益
Unit 1 The Market 5 



2 Match the words and phrases on the left with their definitions on the right. 

1) producer a a place where buyers and sellers are in contact with one another 
2) customer b the relationship between the quantity of products and services that 
3) services 
c 
are for sale and the quantity that people want to buy 
a company or person that makes goods 
4) market 
d things produced and sold 
5) price e someone who buys goods or services 
6) supply and demand f the amount of money you pay for something 
7) goods g the activity of persuading people to buy something 
8) advertising h products which are not goods 

3 Complete the sentences with words from the text. 

1) The interaction of supply and _____________ determines what is produced and the quantity. 
2) Customers prefer buying products with a low _____________. 
3) FIAT is an Italian car _____________. 
4) Banking is a type of _____________. 
5) _____________ is when sellers try to be more successful than others in a market. 
6) Every company wants to have a _____________ from its sales. 


4 Label the pictures with the letter G (goods) or S (services). 


1) _________________ 


2) _____________ 


3) ________________ 


4) ________________ 


5) ________________ 



6) ________________ 


7) _____________ 


8) _______________ 


9) ________________ 


10) ________________ 


6商务英语 


5 Read the interview with Paul Laxer, an MP3 player manufacturer. Complete the dialogue 
with the questions. 

Does your company invest much in advertising 
What exactly do you produce 
Do you mean that you beat the competition with low prices 
Is there much demand in the market for this type of product 
can we say that you’re not worried about sales 
isn’t there strong competition from mobile phones or smartphones 


Interviewer: So, Mr Laxer. Tell us something about your company. (1) What exactly do you 
produce? 
Mr Laxer: Well, we make MP3 players. We specialise in small, light, coloured, and of course, 
highly-technological MP3 players. 
Interviewer: (2) __________________________________________________________________? 
Mr Laxer: Absolutely. At the beginning this product was just for young people. But now it’s 
become very popular with older people as well. Today everybody listens to music 
anytime, anywhere. 
Interviewer: I agree with you but (3) ________________________________________________? I mean, 
there are so many mobile phones with this function. 
Mr Laxer: It’s true but still, our MP3 players have a good market. They have an unbeatable 
price compared to other similar articles and of course they’re cheaper than good 
mobile phones. 
Interviewer: (4) __________________________________________________________________? 
Mr Laxer: Yes, low prices combined with excellent quality, I would say. 
Interviewer: (5) __________________________________________________________________? 
Mr Laxer: Not much. You see, our product has been on the market for a long time and has 
always been popular. So it’s well-known and doesn’t need too much advertising. 
Interviewer: So, (6) ______________________________________________________________? 
Mr Laxer: Fortunately no, we aren’t at the moment. But, you know, customers’ needs may 
change at any time. We’ll be ready when it happens. 

Unit 1 The Market 7 



Reading 2Reading 2
Globalisation 

Today we talk about the global market. This means that the whole world has become a single 
marketplace and is not formed by different national markets. In other words, we are in an international 
market where companies have more opportunities to sell their products in any country in the world and 
customers have more opportunities to buy products from all over the world. In international economy this 
is called globalisation: the process by which companies operate in a lot of different countries all around 
the world. What has facilitated this process of buying and selling in the world market? One of the most 
important factors is that, over the past 20 years, there have been developments in new technology 
and in communication systems: thanks to the use of the Internet, email, mobile phones and video 
conferencing, companies can communicate 24 hours a day, 7 days a week. Also, improvements in 
transport and the reduction in restrictions to commerce (taxes on imports, for example) have given 
companies more opportunities in foreign markets and have contributed to free trade. 

MY GLOSSARY 
globalisation n.全球化
global adj.全球的；总体的；球形的
marketplace n.市场，商场，市集
international adj.国际的；国际通用的
opportunity n.机会，时机
economy n.经济；节约；理财
operate v.经营；操作；开刀
facilitate v.促进；帮助；使容易
process n.过程，工艺流程，程序
development n.发展；开发；发育
technology n.技术，工艺
communication n.交流；通讯；
信函
mobile phone手机，移动电话
video conferencing视频会议
improvement n.提高；改进，改善
reduction n.减少，下降，缩小
restriction n.限制，约束，束缚
tax n.税金；重负
import n.进口；输入
contribute v.有助于；促成；贡献
free trade自由贸易
6 Read the text about globalisation and decide if the statements are true (T ) or false 

(F ). Correct the false statements. 
T F　　　　 
1) Globalisation can be defined as the activity of buying and selling goods 
and services in all the countries in the world.　　　　 
2) Globalisation started in 1920.　　　　 
3) Today people can communicate at any time on any day.　　　　 
4) Taxes on imports is an example of free trade.　　　　 
5) Today it is easier to transport goods from one country to another.　　　　 


8商务英语 


7 Translate the following sentences into Chinese. 

1) 
In other words, we are in an international market where companies have more opportunities to 
sell their products in any country in the world and customers have more opportunities to buy 
products from all over the world. 

2) 
One of the most important factors is that, over the past 20 years, there have been developments 
in new technology and in communication systems: thanks to the use of the Internet, email, 
mobile phones and video conferencing, companies can communicate 24 hours a day, 7 days a 
week. 

8 Translate the following sentences into English. 

1)技术一直是全球化的主要推动力之一。 
2)全球化的支持者认为，全球化可以提高普通人的生活水平。 
3)全球化的反对者认为，自由市场以牺牲本土企业的利益为代价，令跨国公司受益。 
9 Match the words on the left to the ones on the right which have similar meanings. 

1) global 
a 


limitation 
2) facilitate b 
exchange 
3) development c 
international 
4) communication d 
duty 
5) tax e 
improvement 
6) restriction f 
promote 

Listening 
10Listen to the passage and then match the beginnings on the left and the 
ends on the right of sentences 1) to 3). 


Unit 1 The Market 9 



1) For you, as a customer, it means that a 


he has earned more money. 
2) For the disco’s owner, it means that b 
your choice is influenced by the costs of the 
two things you want to do. 
3) For the cinema’s owner, it means that c 


he has lost a customer. 
11 Globalisation is a very controversial problem. Read the list below. Then, 
listen to two experts talking about it, and tick (√) the advantages and 
disadvantages of globalisation they mention. 


1) Poor countries can develop 
economically. 
2) Poor countries can improve their 
standard of living. 
3) Globalisation is a force for democratic 
freedom. 
4) Companies can sell more goods and 
make more money. 
5) Globalisation creates more jobs. 
6) There is more circulation of money. 
7) Because of strong competition, prices 
are lower. 
8) Thanks to globalisation, we know other 
cultures better. 
1) Only multinationals, like Coca Cola, get 
the benefits. 
2) Rich countries become richer at the 
expense of poor countries. 
3) Globalisation destroys the environment in 
poor countries. 
4) People who work for big multinationals 
are not well-paid. 
5) Multinationals invest in poor countries so 
there are fewer jobs in rich countries. 
6) Multinationals control the economy of 
poor countries. 
7) Local cultures and traditions are not 
respected. 
8) Workers in poor countries are exploited. 
Advantages Disadvantages 
Writing 
12 What’s your opinion of globalisation? Write a text about it using the information from 
the text and the two boxes in Exercise 11. Follow the guidelines and use linkers and 
expressions from the box. 

Write what it is and how it has developed. 
Write if you are in favour or against it and explain why. 


First… Then… Also… Finally… I think that… In my opinion… 
10商务英语 


Speaking Speaking 
13Work in pairs. Ask and answer the following questions about market. 

1) Who is a seller and who is a buyer? 
2) What is the difference between goods and services? 
3) What is the difference between supply and demand? 
4) Why is price an important factor in a market? 
5) Do you agree that market demand influences what a producer puts in the market? Why? 


Unit 1 The Market 11 
Technical Terms 
1 Market is a physical or virtual place where two parties can gather to exchange goods and services. 
2 Globalisation is the spread of products, technology, information, and jobs across national borders 
and cultures. 
3 Market growth is an increase in the number of people who buy a particular product or service, 
or the number of products, etc. that are sold. 
4 Market segment is a group of possible customers who are similar in their needs, age, education, 
income, etc. 
5 Market segmentation is the dividing of all possible customers into groups based on their needs, 
age, education, income, etc. 
6 Market share is the number of products that a company sells compared with the number of 
items of the same type that other companies sell. 
7 Market research is the collection and examination of information about things that people buy 
or might buy and their feelings about things that they have bought. 
8 Market economy is an economic system in which goods and services are made, sold, and 
shared and prices set by the balance of supply and demand. 

UNIT The Company 212商务英语 
UNIT The Company 212商务英语 

Unit 2 The Company 13 
Learning Objectives 
Upon completion of the unit, students will be able to: 
. understand the definitions of franchise and unlimited 
partnership; 
. identify different types of companies; 
. recognise different roles played by different company 
organisations. 
Unit 2 The Company 13 
Learning Objectives 
Upon completion of the unit, students will be able to: 
. understand the definitions of franchise and unlimited 
partnership; 
. identify different types of companies; 
. recognise different roles played by different company 
organisations. 

Starting Off Starting Off 
In this unit you may be studying the company. But do you know the process of starting a small company? 

1 
Here are the steps of starting a small company in China. Put the steps in the correct 
order. 


Open a business bank account 
Register for taxes at the State and Local Tax Bureau 
Decide business scope and conduct market research 
Register the business at any other relevant authorities 
Get the fund 
Write the business plan 
Determine the name, structure and location of the company 
Apply for Certificate of Approval and Business License at the local authorities 
Reading 1
Company Classification 

If an entrepreneur wants to start a business, he has a lot of important decisions to take — for 
example, what to produce, where to get the capital from and what type of company to set up. This 
one is a crucial point because there are different opportunities, but one of the most popular today 
is a franchise like McDonald’s. 

But what exactly is franchise? Read the definition. A franchise is a contract between two parties — 
the franchisor and the franchisee. The franchisee is a small business owner who sells goods or 
services produced by a large company, called the franchisor, in exchange for some payment (a fee 
plus a percentage of the profit). 

Another form of business organisation is an unlimited partnership. It is formed by two or 
more owners (called partners) who share the management and financial responsibility for the 
business. This means that they take decisions together, share profits but are also responsible for the 
company’s debts. What does that mean? It means that if the company goes bankrupt, they have to 
pay for the debts with their personal possessions. 

14 
商务英语 


Company Organisation 

There are many things to be done in a company, for example: buy materials, produce the goods, 
contact and sell to clients, administer the company’s finances. This is why there are different 
departments responsible for the various tasks. 

The structure or organisation of a company can be graphically shown in an organigram, that is 
a diagram representing all departments. On top of this chart there is a Board of Directors, a group 
of people who control the company. 

MY GLOSSARY 
entrepreneur n.企业家；承包人；主办者
capital n.资金；首都
set up建立；开业
crucial point关键点，重点；要害
franchise n.特许经营；特许权，专营
权
McDonald’s n.麦当劳（快餐品牌名）
contract n.合同
party n.当事人；党派；聚会
franchisor n.特许专营授权公司；特许
人
franchisee n.特许经营人；有代销权的
人或团体
exchange n.交换，交流，兑换
payment n.付款，支付；报酬；报答
fee n.费用；酬金
plus prep.加，和
percentage n.百分比，百分率，百分数
organisation n.组织，团体
unlimited partnership无限责任合伙企业
partner n.合伙人，伙伴；配偶
share v.分担；分享；共用；分配
management n.管理；管理人
员；管理部门
financial adj.金融的；财政的；财务的
responsibility n.责任，义务
debt n.债务；借款；罪过
bankrupt adj.破产的
possession n.财产；拥有
material n.材料；用具
contact v.联系，接触
client n.客户，顾客；委托人
administer v.管理；执行；给予
finance n.财政；金融
department n.部门；系；科；局
structure n.结构，构造
graphically adv.以图表形式地；形象地；
逼真地；清晰详细地
organigram n.组织结构图，构造示意
图，组织系统图
diagram n.图表；图解
represent v.表现；代表
chart n.图表；海图；图纸
Board of Director董事会
Unit 2 The Company 15 



2 Think of a franchise restaurant or store you know. What are its characteristics? Circle 

Yes or No. 

1) They sell the same products/goods. Yes No 
2) You can’t find them in different towns and countries. Yes No 
3) Prices are similar in different countries. Yes No 
4) They have the same logo. Yes No 
5) They never have the same shop furniture. Yes No 
6) They use different types of advertising. Yes No 


3 Choose the best alternative to complete the sentences. 

1) __________ provides the logo. A. Franchisor B. Franchisee 
2) __________ sells a well-known product. A. Franchisor B. Franchisee 
3) __________ invests in research and promotion. A. Franchisor B. Franchisee 
4) __________ has a network of outlets in different geographical 

areas. A. Franchisor B. Franchisee 
5) __________ uses a famous trademark. A. Franchisor B. Franchisee 
6) __________ is obliged to buy exclusively from one company. A. Franchisor B. Franchisee 
7) __________ has the exclusive right to sell those goods in his 

geographical area. A. Franchisor B. Franchisee 

8) The new Coca Cola ____________________ campaign is fantastic. A. company B. advertising 

9) Mr Johnson is the ____________________ of this restaurant. A. owner B. trademark 

10)Please send the ____________________ by train. A. profit B. goods 

11) We want to ____________________ a new company. A. set up B. provide 

12) IKEA has a lot of ____________________ in Europe. A. outlets B. business 

13) I hope I become a successful ________________. A. fee B. entrepreneur 

4 Read the text and answer the questions. And then match the words and phrases on 
the left with their definitions on the right. 

1) Who forms an unlimited partnership? 

2) What are the members of an unlimited partnership called? 

3) What are the advantages of this type of business organisation? 

16商务英语 


4) What is the disadvantage? 

5) profit a 


shop 
6) trademark b 
sum of money that you have to pay 
7) go bankrupt c 
the money that remains after paying costs 
8) outlet d 
name of a product than can’t be used by any other company 
9) debts e 
to be unable to pay your debts 
5 These are some basic departments. Can you choose what each of the departments 
does from the box below? 

buys all materials necessary for production 
organises advertising and product promotion 
looks after the company staff 
deals with the company’s financial matters 
is responsible for selling what the company produces 
makes the products 


1) production department ___________________________________________________________________________ 
2) sales department _________________________________________________________________________________ 
3) finance department _______________________________________________________________________________ 
4) human resources department ____________________________________________________________________ 
5) marketing department ____________________________________________________________________________ 
6) purchasing department ___________________________________________________________________________ 

Unit 2 The Company 17 

Reading 2Reading 2
Richard Turner’s Career 

When he was 21, Richard Turner 
started working as an accountant for a 
mobile phone company. “I sat at my PC 
in the office and checked the invoices and 
payments all day, every day. I didn’t like my 
job—it was so boring and repetitive. But I 
was ambitious: I wanted to gain experience 
in the accounting field and maybe have 
my own business one day,” he says. So, he 
stayed in the company for about 10 years 
with no hope of progressing in his career. 

One day, he went to a party and met 
Brian Harris, an old schoolmate. Brian was 
an agent—he worked for a company called 


GameWorld Ltd which produced video 
games. They talked for a while and Richard told Brian that he wasn’t happy with his job. His friend 
said that his company was looking for somebody to work in the Finance Department, so Richard 
applied for the post. He sent his CV and went for an interview. 

In a couple of months he was an accountant at GameWorld Ltd. The atmosphere was completely 
different: it was a dynamic company where people could take the initiative and progress in their 
careers. Besides, in five years, the company grew considerably, controlling about 30% of the 
market in England. 

Richard became the Finance Department manager two years ago. “I still work on everything 
related to money, that is expenditure and costs,” he says. “But the difference is that now I don’t do 
it personally—I coordinate a team that checks invoices and payments like I used to do!” 

18商务英语 
MY GLOSSARY 
accountant n.会计师，会计人员
PC abbr.个人电脑（Personal 
Computer）
check v.检查，核对
invoice n.发票；发货单
boring adj.无聊的；令人厌烦的
repetitive adj.重复的
ambitious adj.野心勃勃的，有
雄心的
accounting n.会计；会计学；账单
progress v.进步；进行；前进
career n.事业；职业生涯
schoolmate n.同学，同窗
agent n.代理商，代理人

Ltd abbr.有限责任公司（ 
Limited） 
dynamic adj.有活力的；动态的；动力的 
video game电子游戏；电视游戏 
initiative n.主动权；首创精神；新方
apply for申请，请求 
案；倡议 


abbr.简历（ 
Curriculum considerably adv.相当地，非常地 


Vitae） 
relate to涉及；有关 


interview n.面试；面谈；接见；采访 
expenditure n.支出，花费；经费；消费额 


atmosphere n.气氛；大气；空气 
coordinate v.配合；调节

6 Match the words on the left to their definitions on the right. 

1) accountant a 


a document showing how much you owe someone for goods or 
services 
2) invoice b 


the total amount of money that people or organisations spend 
during a period of time 
3) apply c 


a meeting in which someone asks you questions to see if you are 
suitable for a job 
4) interview d 


to make a formal request 
5) expenditure e 
someone whose job is to keep and check financial accounts 
7 Choose the best title for each paragraph. 

1) Richard’s recent successful career Paragraph ________ 
2) Richard’s first job Paragraph ________ 
3) His start at GameWorld Ltd. Paragraph ________ 
4) A fantastic job opportunity Paragraph ________ 


8 Decide if the statements are true (T ) or false (F ). 

1) Richard worked for his first company for about 10 years. ________ 
2) He didn’t like his first job but he had no ambition. ________ 
3) He heard about the post in the Finance Department at GameWorld Ltd. 

from a newspaper. ________ 
4) The new company was better than the old one. ________ 
5) He became a manager as soon as he started working for GameWorld Ltd. ________ 

Unit 2 The Company 19 



9 Translate the following sentences into Chinese. 

1) 
“I sat at my PC in the office and checked the invoices and payments all day, every day. I didn’t 
like my job—it was so boring and repetitive. But I was ambitious: I wanted to gain experience 
in the accounting field and maybe have my own business one day,” he says. 

2) 
“I still work on everything related to money, that is expenditure and costs,” he says. “But the 
difference is that now I don’t do it personally—I coordinate a team that checks invoices and 
payments like I used to do!” 

Listening 
10Listen to two entrepreneurs talking about their businesses and 

complete the table. 


Name of company 

When it was set up 

Type of business 

Advantages 

Disadvantages 


20商务英语 


11 This is the organigram of an English company called F&M Ltd. Listen to 
some managers who work there and complete the chart with their names in 

the correct department. 

Marketing 
Manager 
Mr (6) _______ 
Board of 
Directors 
Purchasing 
Manager 
Mr (1) _______ 
Production 
Manager 
Mr (2) _______ 
Sales Manager 
Ms (3) _______ 
Human 
Resources 
Manager 
Mr (4) _______ 
Finance 
Manager 
Ms (5) _______ 
Writing 
12 Write a summary of Reading 2 including the information below (about 100 words). 

— what his first job was, whether he liked it and why 
— why he applied for the post at GameWorld Ltd. 
— why he liked working there 
— what career progression he had at GameWorld Ltd 
— what his present responsibilities are 
Unit 2 The Company 21 



Speaking Speaking 
13 Go back to all the information about franchises and unlimited partnerships and prepare 
a presentation following the guidelines below: 

— name and definition of the people involved 
— their duties/responsibilities 
— the reason(s) why you think you would(n’t) like to set one up 
These sentences may help you: 
The people involved in ______________________ are called ______________________. 
These are their/his responsibilities/duties: ______________________. 
I would(n’t) like to set up a ______________________ because ______________________. 


22 商务英语 

Technical Terms Technical Terms 
1 Company is an organisation that sells goods or services in order to make money. 
2 Franchise is a type of license to grant a franchisee access to a franchisor’s proprietary business 
knowledge, processes and trademarks, and a right to allow the franchisee to sell a product or 
service under the franchisor’s business name. 
3 Sole proprietorship is owned and operated by a single person. 
4 Partnership is owned by two or more people who share responsibilities and profits. 
5 Limited partnership (LP) exists when two or more partners go into business together, but one 
or more of the partners are only liable up to the amount of their investment.The general partner 
of the LP has unlimited liability. 
6 Limited liability partnership (LLP) allows for a partnership structure where each partner’s 
liabilities is limited to the amount they put into the business. 
7 Unlimited partnership is owned by two or more people who share responsibilities and profits, 
and the legal liabilities of all the members are not limited. 

Unit 2 The Company 23 

UNIT Business 
Conversation 3
24 商务英语 
UNIT Business 
Conversation 3
24 商务英语 

Unit 3 Business Conversation 25 
Learning Objectives 
Upon completion of the unit, students will be able to: 
. speak over the phone; 
. fix appointments and organise meetings; 
. discuss issues, compare different opinions and reach an 
agreement. 
Unit 3 Business Conversation 25 
Learning Objectives 
Upon completion of the unit, students will be able to: 
. speak over the phone; 
. fix appointments and organise meetings; 
. discuss issues, compare different opinions and reach an 
agreement. 

Starting Off Starting Off 
In this unit you may be studying business conversation. But do you know how to exchange opinions? 
Working in a company also means discussing issues, comparing different opinions and reaching an 
agreement. 

1 Make a discussion with the help of the following sentences. 

Asking for 
opinions 
What do you think 
about (that)? 
I think that... 
I agree with you. 
I think you’re right. 
I don’t think you’re right. 
I’m sorry but I don’t agree. 
I disagree (completely). 
I don’t know. / I’m 
not sure about that. 
I’m sure that...
What’s your 
opinion of (that)? 
Expressing 
opinions 
Agreeing and 
disagreeing 
Reading 1
Using Business English does not only involve reading or writing emails, documents, or contracts 
but also speaking about business matters with other people. 

Phone Calls 

When you work in a company, a lot of your work is done over the telephone, so being able to 
speak over the phone is a fundamental skill in business. 

Fixing Appointments 

One of the reasons people speak over the phone is to fix appointments and organise 
meetings. 

26商务英语 


MY GLOSSARY 
document n.文件；单据
business matters生意
fundamental adj.基础的；重要的
fix v.安排；确定
appointment n.约会；预
约；约定
MY GLOSSARY 
document n.文件；单据
business matters生意
fundamental adj.基础的；重要的
fix v.安排；确定
appointment n.约会；预
约；约定
2 Translate the following sentences into Chinese. 

1) Right. I’ll give him your message. ________________________________________________________________ 
2) I’m sorry but the line is busy. ____________________________________________________________________ 
3) Thank you. Goodbye._____________________________________________________________________________ 
4) Can I speak to Jack Barnes, please? _____________________________________________________________ 
5) Would you like to leave a message?______________________________________________________________ 
6) Yes, please. I’ll hold. _____________________________________________________________________________ 

3 Look at this list of typical sentences used when speaking on the phone and fill in the 
gaps with sentences from Exercise 2. 

Receiver 
Brown Ltd, good morning. Can I help you? 
Just a moment. I’ll put you through. 
I’m sorry but Mr Parker is not in the office. 
(2) _______________________________________________ 
(3) _______________________________________________ 
Would you like to hold? 
(5) _______________________________________________ 
Right. I’ll get him to call you back. 
All right. I’ll tell him that you called. 
Thank you for calling. Goodbye. 
Caller 
Good morning. This is Ted Lee from 
Kelly & Sons. 
(1) ___________________________________ 
Yes, please. Can you ask him to call 
me back, please? 
(4) ___________________________________ 
It’s OK, thanks. I’ll call back later. 
(6) ___________________________________ 
Unit 3 Business Conversation 27 



4 Can you complete the translations of these typical questions and answers? When you 
finish, check the answers with your partner. 

A: Can we/I’d like to fix an appointment. (?) 
(1) _________________________________ 
B: Yes, certainly. Let me get my diary. 
(2) _________________________________ 
B: Is Tuesday at 10 OK for you? 
(3) ____________________________________ 
A: I’m afraid I’m busy. Shall we meet on / 
What about Tuesday afternoon, instead? 
(4) ____________________________________ 
B: Yes, that’s fine. Shall we make it 3 
o’clock? 
(5) ____________________________________ 
A: OK. I’ll see you on Tuesday at 3 in your 
office, then. 
(6) ____________________________________ 
B: When would be convenient for you? 
(7) ________________________________________ 
A: I’m free on Friday morning. 
(8) ________________________________________ 
B: OK. What time shall we meet? 
(9) ________________________________________ 
A: Shall we say at 10?/Would 10 be OK for 
you? 
(10) _______________________________________ 
B: That’s fine. See you on Friday at 10 in your 
office, then. 
(11) _______________________________________ 
Reading 2
Dialogue 1 


Paul: So, let’s talk about these proposals for our new advertising campaign. What do you 
think about it, Liz? 
Liz: I think the TV ad is really great but the photos used for the advertisement on our 
website are terrible. 
Jason: I agree with you. I mean, about the photos, I don’t like them either. But I’m not sure 
the TV ad is good. I think it’s too long. 
Paul: Yes, I think you’re right. The TV ad should be shorter. But I think that the online 
advertisement is fantastic—photos included. Anyway, what’s your opinion of the gadgets? 
I think they’re “special”. Do you agree? 

28商务英语 


Jason: Absolutely. I agree completely. 
Liz: Well, I’m sorry but I don’t agree. We should find something better. 


Dialogue 2 

A Ann: 
As you know, a new Swedish customer, FCF Corporation, has just contacted us for a 
very large order of our crash helmets. We have to discuss what terms to give him. I 
mean price, discount and payment terms. Let’s start with price. What do you think? 

B Alex: 
I agree with you. So let’s tell him that we can’t and ask him to pay when he receives 
the goods. 

C Ann: 
Yes, Alex, I think you’re right. It’s a good price. But his order is very large, so I think we 
should give him a good discount, let’s say 15%. 

D Ann: 
OK, 10% then. Now, he asks to pay after 30 days. I’m sure that we’ve never given 
these terms to any of our customers for their first order. 

E Alex: 
I don’t agree. 15% is too high. Let’s make it 10%. 

F Ann: 
All right. I agree. I’ll send him an email immediately. 

G Alex: 
Well, I don’t think we should change our catalogue price which is very competitive. 

MY GLOSSARY 
proposal n.建议；计划；提案
advertising campaign广告战
TV ad电视广告
advertisement n.广告；启事
website n.网站
fantastic adj.极好的
gadgets n.小器具，小装置，小玩意儿
absolutely adv.一点不错，完全对
completely adv.完全地，彻底地；十分地
Swedish adj.瑞典的；瑞典
语的
corporation n.大公司，集团公司
crash helmet n.防护头盔，安全帽
price n.价格
discount n.折扣，减价，打折
payment terms付款条件
catalogue n.（商品）目录册
competitive adj.具有竞争力的
5 Read Dialogue 1 and complete the table. Tick (√) the things they like and put a cross 
(×) for the things they don’t like. 

Paul Liz Jason 
TV ad 

website advert 
gadgets 

Unit 3 Business Conversation 29 



6 Read Dialogue 2 and put the sentences A–G in the correct order. 

1) 

2) 

3) 

4) 

5) 

6) 

7) 

7 Translate Dialogue 1 into Chinese. 

8 Translate Dialogue 2 into Chinese with the right order. 

30商务英语 


Listening Listening 
9 
Listen to Phone Call 1 and complete it with the missing words and phrases 
and then listen to Phone Call 2 and complete the memo. 

Phone Call 1 


Operator: (1) ________________. Delta Limited. Can I help you? 
Karen Mills: Ah, yes, good morning. (2) ________________ Karen Mills from Jenkins Marketing. 
(3) ________________ Jan Dixon, please? 
Operator: Good morning, Mrs Mills. (4) ________________. I’ll put you through... I’m sorry, Mrs 
Mills, but (5) ________________. Would you like to hold or (6) ________________? 
Karen Mills: I’ll leave a message. Can you ask him to (7) ________________, please? I’d like to ask 
him a few questions about his last order. 
Operator: No problem. I’ll (8) ________________ to call you back as soon as he’s free. Thanks 
(9) ________________. Goodbye. 
Karen Mills: Thank you. (10)________________. 
Phone Call 2 

ARTTOUCH LTD. 

To: (11) __________________________________________ 
Name of caller: (12) __________________________________________ 
Company: (13) __________________________________________ 
Phone number: (14) __________________________________________ 
Message: (15) __________________________________________ 

10Listen to a phone call between Brett Collins and Sarah Young and choose 
the correct alternative. 

1) Brett Collins... 4) They decide to meet on... 
A. wants to speak to Sarah Young. A. Monday. 
B. receives a phone call from Sarah Young. B. Wednesday. 
2) …wants to fix an appointment. 5) They will meet at... 
A. Brett A. 5. 
B. Sarah B. 3. 
3) Brett is... 
A. free on Monday and Wednesday afternoon. 
B. busy 


Unit 3 Business Conversation 31 



Writing Writing 
11 Write the dialogue following the instructions. 

Operator: (Answer the phone. The name of your company is Martins Electronics.) 
Henry Palmer: (Greet. Say your name. You work for Olsen Ltd. You want to speak to Matt Russell.) 
Operator: (Ask him to hold. Put Matt Russell through.) 
Henry Palmer: (Thank him.) 
Matt Russell: (Greet Mr Palmer. Ask him how he is.) 
Henry Palmer: (You are fine, now ask him.) 
Matt Russell: (You are fine. Ask him what you can do for him.) 
Henry Palmer: (You want to fix an appointment for the next month. Suggest Wednesday 18th.) 
Matt Russell: (You are busy. Suggest Friday 20th.) 
Henry Palmer: (Accept. Ask him morning or afternoon.) 
Matt Russell: (Suggest 9 in the morning in your office.) 
Henry Palmer: (You have another appointment at 9. Suggest 11.) 
Matt Russell: (Accept. Repeat the details of the appointment.) 
Henry Palmer: (Confirm. Thank. Say goodbye.) 
Matt Russell: (Thank. Say goodbye.) 


32商务英语 


Speaking Speaking 
12Tom White works for a company called Scott Bikes. He calls one of his customers, 
Action Sports, and asks to speak to Alice Ellis. The operator connects him but then 
says that the line is engaged. He say she’ll call back later. Complete the dialogue. 

Operator: Good morning. (1) _________________________________________________________? 
Tom White: Good morning. (2) _____________________________________________________. 
Operator: Just (3) ____________________________________. I’ll (4) ___________________… I’m sorry 
(5) ___________________________. Would you like (6) _____________________________? 
Tom White: It’s (7) _______________________________________________________________________. 
Operator: OK, Mr White. I’ll tell Mrs Ellis that (8) _______________________________________. 
Tom White: Thanks. 
Operator: Thank you for (9) _____________________________________. 
Tom White: (10) _______________________________________________________________. 

Unit 3 Business Conversation 33 
Technical Terms 
1 Telephone etiquettes are the rules of what should do or avoid, to communicate by phone 
successfully. The rules are as follows: 
. answer the call immediately; 
. identify yourself; 
. speak politely; 
. listen carefully; 
. take notes; 
. use proper volume; 
. remain cheerful; 
. be honest and sincere. 
2 Voicemail etiquettes are the rules of how to leave a professional voicemail phone message 
which reflect your company’s image. 
. identify yourself; 
. say your phone number twice; 
. tell the reasons for calling; 
. give reasons to call back; 
. repeat and spell your name. 

UNIT 4Business Emails 
34 商务英语 
UNIT 4Business Emails 
34 商务英语 

Unit 4 Business Emails 35 
Learning Objectives 
Upon completion of the unit, students will be able to: 
. understand the meaning of each part in a business email; 
. know the rules about language, style and structure of a 
business email; 
. write a business email in a standard format. 
Unit 4 Business Emails 35 
Learning Objectives 
Upon completion of the unit, students will be able to: 
. understand the meaning of each part in a business email; 
. know the rules about language, style and structure of a 
business email; 
. write a business email in a standard format. 

Starting Off Starting Off 
In this unit you may be studying email. The most common form of written communication in business 
is email (electronic mail). Therefore, the ability to use email well is very important for anybody 
working in a company. If you already use emails to communicate with friends, you know how many 
advantages it has. 

1 
This is a list of some advantages of communicating by email. Match the beginnings 
of the sentences on the left to the endings on the right. 

1) Sending emails is fast and a (no matter how “heavy” they are). 
2) You can send emails anytime and b a large number of people. 
3) You can attach files c you need them. 
4) You can send emails wherever you are d distributing information to many people. 
5) You can send the same email to e simple. 
6) Using emails saves the time of printing, f (but you must have a computer or a 
copying and smart phone). 
7) You can store your emails and find them g anywhere. 
quickly when 

Reading 1
Email Format 

Like any document, an email has a standard format: it is organised in different parts. 

A a.fantinel@bettoli.ar 
B brian.baker@topsport.uk 
C 13 March 2020, 15:38 
D your enquiry of 8 March 
E offer 
Subject: 
Attachments: 
F Dear Mr Baker, 
G Thanks for your enquiry about our line of football boots. I attach our best offer with details of sales terms. I hope 
to hear from you soon. 
H Best regards, 
I Antonia Fantinel 
36 
商务英语 


MY GLOSSARY 
standard adj.标准的；合规格的
format n.格式；版式
subject n.标题；主题；起因；科目
attachment n.附件；附着
enquiry n.询盘，询问
line n.类别；路线；航
线；排；绳
sales term销售术语
hear from收到……的信
best regards诚挚的问候；最好的祝福；
致敬
MY GLOSSARY 
standard adj.标准的；合规格的
format n.格式；版式
subject n.标题；主题；起因；科目
attachment n.附件；附着
enquiry n.询盘，询问
line n.类别；路线；航
线；排；绳
sales term销售术语
hear from收到……的信
best regards诚挚的问候；最好的祝福；
致敬
2 Look at the email in reading 1 and label the parts A–I correctly. 


1) salutation (=the receiver’s name) 
2) complimentary closing (=the sender’s regard for the receiver) 
3) email address of the receiver (=the address which receives the email) 
4) subject (=information about the content of the email) 
5) signature (=the sender’s name) 
6) enclosure (=anything attached to the email) 
7) email address of the sender (=the address which sends the email) 
8) body of the message (=the main parts of the email) 
9) date and time (=specific time when the email is sent) 
3 Read the email again and answer the questions. 

1) Who writes the email and who does she work for? 

2) Who receives the email and who does he work for? 

3) When is the email sent? 

4) What is attached to the email? 

5) Why does Mrs Fantinel write the email? 

Unit 4 Business Emails 37 



4 Now complete this text summarising the email in Reading 1. 

On (1) ____________________ at (2) ____________________ Mrs (3) ____________________ from 

(4) ____________________ sent an email to (5) ____________________ from (6) ____________________. 
She thanked him for (7) ____________________ and attached (8) ____________________. 
5 Put the following sentences into the right parts of the body of an email (Four Point 
Plan). 

A 
For the past two years, l have worked as an assistant 
manager for ABC Company. 


B Thank you in advance for your cooperation. 

C We regret to learn from your letter that… 

D 
Please let me have full details of the price involved 
together with the catalogue. 


E Your early reply will be highly appreciated. 

F 
I have learned your name and address from the ad on 
line. 


G Hope to hear from you soon. 

H Thank you for your letter of… 

I 
If payment is not received within three days, this matter 
will be placed in the hands of our solicitor. 


J 
The anniversary ceremony will be held on Friday, 
October the fourth. 


1) Opening 
————— 
2) Details 
————— 
3) Conclusion 
————— 
4) Closing 
————— 
K We are pleased to reply to your letter of… 

L Cocktails will be served promptly at six to be followed by dinner at eight. 

M I recommend him enthusiastically. 

N With reference to your letter of..., we… 

O We have received your letter of… 

P We look forward to your early reply with much interest. 

Q 
As this position requires excellent communication skills, my ability to speak both French and 
English fluently would be a definite asset for your company. 

R A prompt reply would be appreciated. 

38商务英语 


Reading 2Reading 2
Writing Rules 

When you write an email you must follow some rules about language, style and structure. 
These questions can help you write the perfect email. 
1) Is the message short and clear? 
2) Are grammar and spelling correct? 
3) Are the attachments mentioned in the message attached? 
4) Are paragraphs separated by a line space? 
5) Is the subject included and is it clear? 
6) Does the body contain all standard parts (opening, body, closing and signature)? 


MY GLOSSARY 
follow the rules遵守规则
language n.语言；语言文字
style n.风格，类型
perfect adj.完美的，最好的
message n.消息；差使
grammar n.语法
spelling n.拼写；拼字；拼法
mention v.提到，谈到，提及
attach v.附加，附属
paragraph n.段落；短评
separate v.隔开，分离，分
开
contain v.包含；容纳
opening n.开头语；开始；机会
body n.正文；主要部分，主体；身体
closing n.结束语；关闭；倒闭
signature n.签字，署名；信号
confirm v.确认，确定；证实；批准
tina.richardson@fandsons.uk 
j.owens@citybank.com 
8 August 2020, 08:12 
Dear Mrs Owens, 
Following our telepone conversation, I would like to fix an appointment for next 20 August at 10, if that is OK for you. 
I have attach the documents we will discuss together. 
Please confirm our appointment. 
Best regards, 
Tina richardson 
Unit 4 Business Emails 39 



6 Read the email in Reading 2. Answer the questions and take notes of your answers to 
decide if it is a “perfect” email or not. 

1) Is the message short and clear? 
2) Are grammar and spelling correct? 
3) Are the attachments mentioned in the message attached? 
4) Are paragraphs separated by a line space? 
5) Is the subject included and is it clear? 
6) Does the body contain all standard parts (opening, body, closing and signature)? 


7 Rewrite the email in Reading 2 correctly. 


8 Translate the following sentences into Chinese. 

1) 
I am sorry to learn from your letter of 12 Dec. that you have not been ready to effect shipment 
right now. 

40商务英语 


2) We are the biggest dealer in London, and have branches in fifteen countries. 

3) Would you please send us a copy of your catalogue with current price and detailed specification? 

4) May the trade connections between our companies continue to develop with each passing day! 

9 Translate the following sentences into English. 

1)感谢你昨天来信邀请我参加贵公司成立20周年庆典。 
2)我写这封电子邮件的目的是衷心祝贺你们取得的非凡成就。 
3)如果你们的产品质量使我们满意，并且价格合理，我们将大量订货。 
4)我怀着极大的兴趣期待着你的早日答复。 
Listening 
10Why do business people use emails? Listen to this interview with a 
businessman and find 4 reasons he gives for using email. 

He uses email: 


1) to ____________________ and ____________________ 
2) to ________________________________________________________________________________________ 
3) to ____________________ or ____________________ 
4) to ________________________________________________________________________________________ 

Unit 4 Business Emails 41 



11 Listen to a businesswoman dictating an email to her secretary and complete 
the email. 


Writing 
clare.taylor@globalnet.com 
(1) __________________________ 
10 July 2020, 11:45 
(2) __________________________ 
(3) __________________________ 
Dear (4) __________________________, 
Thanks for (5) __________________________ of 
(6) __________________________. 
Unfortunately I have to (7) __________________________ of 
2 August as I have another (8) __________________________. Can 
we meet on 3 August at (9) __________________________? 
I look forward to your reply. 
Best regards, 
Clare (10) __________________________ 
12Complete the email according to the following situation. 

On 5th November 2020, at 2:32 in the afternoon, Carmen Lopez (c.lopez@garcia.com) sends an 
email to one of her customers, Dario Randi (dario.randi@marcolongo.it) to thank him for his order 
of 27th October. She attaches the details of their sales terms and asks for confirmation before 
sending the material. 


42商务英语 


Speaking Speaking 
13 Have a discussion with your partner on how to write an email with the help of 7Cs’ 
principle (Conciseness, Completeness, Clearness, Consideration, Courtesy, Concreteness 
and Correctness). 

Unit 4 Business Emails 43 
Technical Terms 
1 Salutation is the beginning of your email where you address the receiver, usually by name. 
2 Opening is the first sentence in the email which refers to previous letter, contact or document. 
3 Body is the main contents and messages of an email. 
4 Complimentary closing is the word (such as “Sincerely”) or phrase (“Best wishes”) that come 
before the sender’s signature and express the sender’s regard for the receiver. 
5 Signature is a block of text appended to the end of an email including the sender’s name and 
contact information. 
6 Four Point Plan is a simple framework for structuring of the content of an email, including 
introduction, details, conclusion and close. 
. Introduction includes the opening sentence, writing purpose and the background of the 
email. 
. Details refers to facts and figures, gives information and instructions, and provides all of the 
relevant details. 
. Conclusion refers to the response to the previous letter or the action will be taken. 
. Close is the last paragraph or sentence to express expectations. 

UNIT 5Marketing 
44 商务英语 
UNIT 5Marketing 
44 商务英语 

Unit 5 Marketing 45 
Learning Objectives 
Upon completion of the unit, students will be able to: 
. understand the definition of marketing; 
. design a marketing research questionnaire; 
. identify the marketing mix. 
Unit 5 Marketing 45 
Learning Objectives 
Upon completion of the unit, students will be able to: 
. understand the definition of marketing; 
. design a marketing research questionnaire; 
. identify the marketing mix. 

Starting Off Starting Off 
In this unit you may be studying marketing in detail. But do you know what are the 4Ps and how to make 
the marketing strategy? 

1 Put the specific marketing strategies A–P into the Marketing Mix of KFC. 

Product 
———————— 
Promotion 
———————— 
Price 
———————— 
Marketing Mix 
of KFC 
Place 
———————— 
A KFC’s outlets are located in downtown areas. 
B KFC bundles different types of food together at a special rate. 
C KFC uses all media like TV, hoardings, magazines, online ads etc. 
D KFC is famous for its taglines like “Finger Lickin’ Good”, “Nobody Does Chicken like KFC” and 


“So Good”. 

E KFC’s menu adjusts to regional tastes. 

F Localisation strategy and public service activities of KFC will help in its brand building. 

G Customers of KFC can order online and get their favorite chicken delivered to their doorstep. 

H KFC offers Mexican Chicken Burrito and fried bread stick in China. 

I The original product of KFC is pressure fried chicken nuggets flavored with secret seasoning of 

11 ingredients. 

J KFC has online and offline deliveries. 

K KFC uses billboards and hoardings on city roads as well as highways. 

L As KFC had association with Pepsi Co., most of the beverages served in KFC are from Pepsi. 

M KFC sets price high and lowers the price by means of discount. 

N KFC chooses the locations near the supermarkets, gasoline service stations. 

O KFC gives discount to every new product. Also, online coupons are extremely high usage. 

P KFC resets its price by different time, restaurants, and regions. 

46商务英语 


Reading 1Reading 1
Market Research 

Today’s business world is very complex but the basic principle is still this: companies make 
products they want to sell at a profit. What makes it complex is that consumers are becoming more 
and more demanding, and there is more and more competition with other companies which offer 
similar products so that consumers have a wide range of choice. Therefore companies must plan 
their activities very carefully: the way they market their products can mean the difference between 
them and competitors. 

Marketing is the process of identifying and satisfying customers’ needs. This process must be 
satisfactory for both sides: for the company because it must sell at a profit and for the consumer 
because he must be happy with the product so that he will buy it again. Marketing involves different 
activities. The first one consists of identifying the consumer’s needs and wants, that is what the 
consumer needs and what he wants to buy. This activity involves market research, that is the 
process of collecting and analysing information about the market for a new or existing product. The 
objective of market research is to help the company identify the target market, that is the specific 
consumer group that will buy its product. A company needs to decide this before it starts to produce 
a product. 

There are different methods of market research which can be used: questionnaires, telephone or 
personal interviews, comments on the Internet. They all consist of questions that give the company 
information about, for example: 

. the customer’s profile: his age, interests, lifestyle, etc.; 
. the features of a product that customers want; 
. the price they are willing to pay; 
. the features of a product that they like or don’t like; 
. how often they use and buy a product. 
MY GLOSSARY 
complex adj.复杂的
principle n.原则；原理
demanding adj.要求高的，难满足的
marketing n.营销；促销，推销
identify v.发现；确定，辨别，识别；认出
satisfy v.使满意，使满足；使确信
satisfactory adj.令人满意的，使人满足的
consist of由……组成，由……构成，包
含
involve v.涉及；包括，包含
market research市场调查，市场
调研
analyse v.分析
target market目标市场
questionnaire n.问卷；情况调查表
comment n.评价，评语，评论；意见
profile n.简介；侧影；传略；影响力
feature n.特色，特征；面貌；地形
Unit 5 Marketing 47 



2 Look at this list of steps and put them into the correct order. 


make the product 
distribute the product 
fix the price of the product at a profit 
advertise it 
understand what consumers need or want 
3 Read the text and answer the questions below. 

1) What is the final objective of any company? 
2) Why do consumers have a wide range of choice? 
3) What is the function of market research? 
4) How can a company carry out market research? 
5) What do these different methods consist of? 
6) What type of information can a company get with market research? 


4 Now read the text again and find definitions for the words and phrases below. 

1) marketing: _________________________________________ 
2) market research: ___________________________________ 
3) target market: ______________________________________ 


5 Match the information to the question numbers from the questionnaire. 

Royal Sport is a sportswear company. It is now planning to launch a new model of training 
shoes. This is the market research questionnaire they have prepared before they start design 
and production. What information does Royal Sport want? 

48商务英语 


1) Are you male or female? 
2) How old are you? 15 – 20 
21 – 30 
31 – 40 
Over 40 
3) How many trainers have you got? 1 pair 
2 pairs 
3 pairs 
More (please specify number) _______ 
4)How often do you buy a pair of trainers? Once a year 
Twice a year 
Three times a year 
More (please specify how often) _______ 
5)Are your trainers for a specific sport? Yes No 
If yes, what sport? Tennis 
Football 
Jogging 
Basketball 
Other (please specify sport) ___________________ 
6)Where do you buy your trainers? Sports store 
Discount store 
The Internet 
Other (please specify place) ___________________ 
7) What are the features you look at, when buying your trainers? Design 
Price 
Brand name 
Comfort 
Popularity 
8)How much are you willing to spend on your trainers? ___________________ 
9)Which is your favourite brand of trainers? ___________________ 
1) Are you male or female? 
2) How old are you? 15 – 20 
21 – 30 
31 – 40 
Over 40 
3) How many trainers have you got? 1 pair 
2 pairs 
3 pairs 
More (please specify number) _______ 
4)How often do you buy a pair of trainers? Once a year 
Twice a year 
Three times a year 
More (please specify how often) _______ 
5)Are your trainers for a specific sport? Yes No 
If yes, what sport? Tennis 
Football 
Jogging 
Basketball 
Other (please specify sport) ___________________ 
6)Where do you buy your trainers? Sports store 
Discount store 
The Internet 
Other (please specify place) ___________________ 
7) What are the features you look at, when buying your trainers? Design 
Price 
Brand name 
Comfort 
Popularity 
8)How much are you willing to spend on your trainers? ___________________ 
9)Which is your favourite brand of trainers? ___________________ 
a The average age of people who buy trainers 
b What influences their choice 
c If there are more men or more women interested in this article 
d The competitors 
e The place they usually go for their shopping 
f If they wear trainers every day or only when they do sport 
g If their potential customers buy many trainers 
h What consumers think is the right price 
i 

The frequency of buying trainers 


Unit 5 Marketing 49 



Reading 2Reading 2
The Marketing Mix 

After selecting its target market with market research,a company must take decisions about the 
so called marketing mix, which is the combination of Product, Price, Place and Promotion. These 
four components help determine a clear and effective strategy to bring a product to market. This is 
the combination of 4Ps: 

Product 


Product refers to a good or service that a company offers to customers. This represents an item 
or service designed to satisfy customer needs and wants. It’s important to identify what differentiates 
it from competing products or services. 

Price 


Setting a price is not easy. If the price is too high, consumers will not buy it. If it is too low, 
consumers will buy it but the money earned by the company may not be enough to cover the costs. 
Every company hopes to make a profit. This means that it must be sure that the price is higher 
than the cost of producing it. However, there are other factors to be considered. For example, it 
may be useful to see what competitors do: if they offer similar products, their price can be a good 
starting point. Also, if a company has used market research to ask potential customers what price 
they are willing to pay for its product, this is another important factor. After setting a product’s price, 
a company may decide to offer discounts which means offering reduced prices to customers who 
buy large quantities of a product, who pay cash, who buy a product out of season or at the end of 
a season, that is during sales. 

Place 


Place refers to the distribution of a product, that is the process of getting a product from the 
producer to the consumer. Between the producer and the consumer there are intermediaries like 
wholesalers, who buy from producers and sell to retailers, and retailers who buy from wholesalers 
and sell to consumers. The majority of consumers buy from retailers, but there are different types 
of retailers. 

Promotion 


Promotion is the element of the 4Ps that people associate most with marketing. It is a form of 
persuasive communication that motivates consumers to buy a product. The most popular methods 
of promotion areadvertising and sales promotions. 

Internet Marketing 

Internet marketing or i-marketing has dramatically changed the marketing world. Its ability to 
identify and target markets at a fraction of what it once cost has made it the ideal tool for any business, 
be it the largest multinational or a start-up fashion designer selling T-shirts from a basement. 

I-marketing can be used to conduct market research and to promote products and/or services 
in addition to, or as a replacement of, more traditional methods. 

50商务英语 


Large companies are now using social media like Twitter and Facebook as an extension of 
their market research department, while small companies rely entirely on these sources to find out 
what a market wants and what people are willing to pay for a new product or service. Studying 
Twitter chatter and following Facebook comments have become the new focus groups and consumer 
panels. When you use a company app or the “Like” button on a Facebook page, you are willingly 
and knowingly sharing your information with third parties. However many internet users are unaware of how 
much information companies are gathering about us, our habits, lifestyles, likes and dislikes every time 
we use a search engine, visit a website or click on a link. Cookies, tracking codes and databases 
are all ways in which a company can track and store our personal information for later use. 

Thanks to these tracking devices, internet ads promoting products and services can be targeted 
to a specific audience, increasing their chance of success. To reach a wider audience and improve 
its internet presence, a company can use SEO, while a company blog will help in promoting a 
corporate image. 

MY GLOSSARY 
marketing mix营销组合
combination n.组合；联合
product n.产品
place n.营销渠道；地点；位置
promotion n.促销
differentiate v.区分，区别
set a price定价
earn v.挣钱；挣得，赢得
cover the cost足够支付成本
make a profit盈利，获利
starting point起点
potential customer潜在客户
offer v.提供；报价
out of season过季的（水果和蔬菜）
sales n.促销，打折
distribution n.营销渠道；分布，分配
intermediary n.中间人，仲裁者，调解
者；媒介物
wholesaler n.批发商
retailor n.零售商
element n.要素，成分；原理
associate v.联系，关联
persuasive adj.有说服力的；
劝诱的，劝说的
motivate v.激发……的积极性；刺
激；使有动机
sales promotion促销
internet marketing网络营销
dramatically adv.显著地，剧烈地；戏剧地
fraction n.小部分；稍微；分数
multinational n.跨国公司
basement n.地下室，地窖
conduct v.实施；进行
in addition to除……之外
replacement n.替代，更换；复位；代替
者
social media社会媒体
Twitter n.推特
Facebook n.脸书
extension n.拓展，延伸
chatter n.聊天；唠叨；饶舌
panel n.小组；仪表板；嵌板
app (application) abbr.（计算机）应用程序
Unit 5 Marketing 51 



button n.按钮；纽扣
search engine搜索引擎
click v.点击
link n.链接；环节
cookies n.信息记录程序
tracking code跟踪代码
database n.数据库
tracking device跟踪设备
target v.面向，对准（某群体）;
把……作为目标
audience n.观众，听众，读者
internet presence网上曝光
SEO abbr.搜索引擎优化（search 
engine optimisation）
blog n.博客，部落格；网络日志
corporate image企业形象，公司形象
button n.按钮；纽扣
search engine搜索引擎
click v.点击
link n.链接；环节
cookies n.信息记录程序
tracking code跟踪代码
database n.数据库
tracking device跟踪设备
target v.面向，对准（某群体）;
把……作为目标
audience n.观众，听众，读者
internet presence网上曝光
SEO abbr.搜索引擎优化（search 
engine optimisation）
blog n.博客，部落格；网络日志
corporate image企业形象，公司形象
6 Match the 4Ps in column II to their definitions in column I. And then match the 4Ps 
in column II to what exactly the 4Ps involve in column III. 

I II III 
a the distribution of the product □1□ Product 
A involves the money spent by the consumer plus the 
profit for the company 
b the method to persuade 
consumers to buy the product 
□2□ Price 
B involves how and where consumers can buy the 
product 
c the type of goods to produce □3□ Promotion 
C involves giving the product a name, an image, a 
design, a packaging, a quality 
d the cost of the product to the 
buyer 
□4□ 
Place 
D involves deciding how to make consumers know 
about the product and persuade 

7 Match column I to column II. 

I II 
Read the paragraph about Price and match the first part of the sentence to the second part. 


□1) Setting a price is not easy 
because 
□2) The three factors to consider 
when setting a price are 
□3) A discount is a 
□4) Discounts can be offered to 
customers who 
A be sure that the price is higher than the cost of producing it; see what 
competitors do; see what price potential customers are willing to pay 
for the product. 

B buy large quantities of a product, who pay cash, who buy a product 
out of season or at the end of a season, that is during sales. 

C if the price is too high, consumers will not buy the product. If it is too 
low, consumers will buy it but the money earned by the company may 
not be enough to cover the costs. 

D reduced price for customers 

52商务英语 


I 

II 

Read the paragraph about Place and match the names of different stores in column I to their definitions in column II. 


□5) department store E store that sells one type of article from different manufacturers at regular prices 
□6) shopping centre/Mall F large store with different departments for different articles 
□7) factory outlet G websites where consumers buy directly 
□8) specialty store H many different shops in the same place 
□9) discount store I mall with stores that sell designer articles at low prices 
□10) internet J store that sells brand name articles at discounted prices 
□11) outlet K store that sells articles from a specific manufacturer at discounted prices 

Read the paragraph about Promotion. Look at these examples of sales promotions in column I and match 
them to the definitions in column II. 

L certificates that offer discounts on particular products and can be found 

□12) free gifts (or freebies) 
in newspapers or on the product 
M cards given by stores or supermarkets that give advantages to owners: 

□13) samples 
building up points to get gifts from a catalogue or discounts 

N extra objects included with a product at no extra cost

□14) coupons 
O small sized version of a product offered free

□15) buy one, get one free offers 
□16) loyalty cards 
P an offer of getting 2 products for the price of one 

Read the paragraph about Promotion and match the types of promotion in column I to the pictures in column II. 

Q 

□17) free gifts (or freebies) 
R 

□18) samples 
S 

□19) coupons 
T 

□20) buy one, get one free offers 
U 

□21) loyalty cards 
Unit 5 Marketing 53 



8 Read the paragraphs about Internet Marketing and decide if the sentences are true 

(T ) or false (F ). If there is not enough information, choose “doesn’t say” (DS ). 
T F DS　 
1) I-marketing costs much more than traditional marketing. 　 
2) It is only useful for large multinationals. 　 
3) Social networks have been advantageous for i-marketing. 　 
4) Analysing what people say on social networks is a way of collecting 
data. 　 
5) All internet users know about tracking devices used to obtain personal 
information. 　 
6) Cookies are the most common way of tracking internet users. 　 
7) Companies use the information collected by tracking devices to target 
their advertising.　 
8) SEO should only be used by companies with high traffic to their 
website. 　 

9 
Read the paragraphs about Internet Marketing and find the verbs in the text for the 
definitions. 

1) to recognise or distinguish something _______ 
2) to select as an object of attention _______ 
3) to organise and carry out _______ 
4) to learn or discover a fact _______ 
5) to collect, group together from different places _______ 
6) to follow the trail or movements of someone or something _______ 
7) to keep or accumulate something for future use _______ 

Listening 
10John Newman works in the Research and Development Department of 
a company that produces make-up products for teenagers. Listen to him 
speaking about the importance of packaging in marketing and choose the 
right options. 


54商务英语 


1) If a company wants to sell a successful product, it has to 

A. sell it at a competitive price. 
B. differentiate it from competitors. 
2) plays an essential role in marketing strategy. 
A. Packaging 
B. Advertising 
3) What attracts a consumer at first is 
A. the look of a product. 
B. the marketing strategy chosen by a company. 
4) Packaging… a container for a product. 
A. is simply 
B. is not simply 
5) Packaging helps to 
A. protect a product and identify a brand. 
B. identify a product and sell a product. 
11 Listen to Ann Moore, a marketing consultant, talking about advertising and 
complete the text. 


To start with, I’d like to give a definition of (1) ____________________ and to specify its objectives. 

Advertising is the process of communicating (2) ______________________ about a product and 
of persuading people to (3) ______________________ it. There are different advertising media with 
advantages and disadvantages. Let’s start with (4) ______________________ which has a great 
impact on consumers. TV adverts can be shown several times a day but people can decide not to 
watch them. Then, (5) ____________________or magazines. It is true that they both reach a large 
number of (6) ____________________ but the limit is that they are static, so they may have less 
impact than TV adverts because they don’t attract consumers’ attention so much. Billboards and 

(7) ____________________ displayed outdoors can be effective only if they are (8) ____________________ 
but people may not notice them. Finally the (9) ____________________, of course advertising over 
the Internet is the way to reach the largest number of consumers and it has a “total” impact: sight, 
sound and motion. But consumers may ignore it and (10) ____________________ it off. 
Unit 5 Marketing 55 



Writing Writing 
12Choose a popular product you know for each of the product categories in the table 
below. Then, try to identify the possible consumer profile for each product, including 
the information required. And then, write your results following the guidelines. 

Category Product Consumer Profile 
Age: 
Sex:

Rucksack 

Competitors: 
Price: 

Age: 
Sex:

Watch 

Competitors: 
Price: 

Age: 
Sex:

Car 

Competitors: 
Price: 

Age: 
Sex:

PC 

Competitors: 
Price: 


The product I have analysed is _______________________. 
In my opinion, the typical consumer is about (age) _____________________, and usually male/female. 
He/She would find similar products among these brands: _______________________. 
Finally, he/she would be willing to pay about _______________________ euros for this product. 


Speaking 
13 Discuss the questions in small groups. 

1) Do you think i-marketing has positive or negative effects for consumers? For companies? 
2) Will it replace other market research methods? 
3) Do you think it is correct that your internet movements can be tracked? Why/Why not? 


56商务英语 


Technical Terms Technical Terms 
1 Questionnaire is a list of questions that people are asked so that information can be collected 
about something. 

2 
Target market is the group of people that a company wants to sell its products or services to. 

3 
Marketing refers to activities a company undertakes to promote the buying or selling of a 
product or service. 

4 
Marketing strategy refers to a business’s overall game plan for reaching prospective consumers 
and turning them into customers of the products or services. 

5 
Marketing mix refers to the set of actions, or tactics, that a company uses to promote its brand 
or product in the market. The 4Ps make up a typical marketing mix — Price, Product, Promotion 
and Place. 

6 
Price refers to pricing the products or the services according to the costs, segment targeted, 
ability of the market to pay, supply-demand and factors in order to differentiate and enhance the 
image of a product. 

7 
Product refers to the various of products or services being sold in order to meet the different 
demands of the consumers. 

8 
Place refers to the different distribution channels of selling products or providing services. 

9 
Promotion refers to all the activities undertaken in order to make the product or service known 
to the user and trade, which include advertising, word of mouth, press reports, incentives, 
commissions, awards to the trade, consumer schemes, direct marketing, contests, prizes and 
public relations. 

Unit 5 Marketing 57 



UNIT 6Advertising 
58 商务英语 
UNIT 6Advertising 
58 商务英语 

Unit 6 Advertising 59 
Learning Objectives 
Upon completion of the unit, students will be able to: 
. understand the definition of advertising; 
. identify the different types of advertising; 
. understand the definition of advertising strategy. 
Unit 6 Advertising 59 
Learning Objectives 
Upon completion of the unit, students will be able to: 
. understand the definition of advertising; 
. identify the different types of advertising; 
. understand the definition of advertising strategy. 

Starting Off Starting Off 
In this unit you may be studying advertising in detail. But do you know the different kinds of advertising? 

1 Put the specific marketing strategies A–S into the chart. 

Print Advertising 
( ) 
Outdoor Advertising 
( ) 
Online Advertising 
( ) 
Advertising 
Broadcast Advertising 
( ) 
A radio 
B periodical advertising 
C website 
D magazine 
E social media site 
F newspaper 
G big board 
H brochure 
I leaflet 
J handout 
K direct mail advertising 
L app 
M billboard 
N bus shelter poster 
O BBS 
P poster 

Q neon sign 
R television 
S commercials 

60商务英语 


Reading 1Reading 1
The Purpose of Advertising 

Advertising is perhaps the most important aspect of promotion, the fourth P in the marketing 
mix, and is used to persuade, inform and remind. It can persuade consumers to buy or use an 
existing product or service; it can inform them about changes within a company or a new product or 
service; it can remind them about a company, thus improving its image and building brand identity. 
Companies generally divide their advertising into two distinct areas: 

. 
Business-to-consumer (B2C) advertising: to persuade the general public to buy the 
company’s products or use its services. 
. 
Business-to-business (B2B) advertising: directed at other businesses to inform them about 
the company and to promote its products and services. 
The first thing an advertisement has to do is 
to grab our attention and it can achieve this in a 
variety of ways: a slogan, a striking image, a catchy 
jingle or a memorable headline. The second thing 
is to provide more information about the product or 
service. In a print ad, this will be the body of the 
ad. The purpose is to create feelings of belief, trust 
and desire. The third aspect is to make sure that 
potential customers can remember the company 
or product and to reinforce the brand identity, for 


example with the logo. The final element, the call to action, may be implicit within the ad or 
specified explicitly, such as inviting viewers to click on a website or visit a store. Since we are 
surrounded by advertising in all aspects of our lives, we are perhaps becoming more resistant and 
less open to advertising. Therefore agencies and ad designers have to try to make their ad stand 
out in a crowd and new advertising models are continuously developed and new media options 
explored so as to continue to reach the target audience. 

Effective Advertising 

When creating an advert and defining an advertising campaign, most businesses use the 
services of an advertising agency. Here specialists follow all aspects from the definition of the USP 
(Unique Selling Proposition) and the creation of the ad, to the selection of the advertising media 
and the length and timing of the campaign. 

When creating an ad, agencies and ad designers can try to achieve the objectives of a successful 
advert—that it should be noticed, read, believed, remembered and acted upon—in different ways. 
They can use a traditional approach or try to be more original. Both of these have advantages as 
well as potential drawbacks. Traditional language, images and associations have been tried and 
tested and are known to work. On the other hand, random or unconnected images, bizarre headlines 
or invented words can be considered groundbreaking and modern. The downsides are that the 

Unit 6 Advertising 61 



first approach may just seem boring and over-used; the second could be too obscure to be properly 
understood or to catch on. 

Humour is another common technique and it is often considered the most successful by 
consumers and agencies alike, as a funny or entertaining ad is more likely to be remembered. 

The use of famous people as testimonials can also be considered. A famous actor, sportsperson 
or model has a very powerful personal image and can bring this to the advert. However, it can be 
an extremely expensive option and public opinion about who is “in” or cool can change very fast. 
Gossip and scandals surrounding a celebrity also risk damaging the company’s image. 

MY GLOSSARY 
aspect n.方面；方向；形势；外貌
persuade v.说服
inform v.通知；告诉；报告
remind v.提醒
brand identity品牌标识；品牌认可度
divide v.分成，分开
distinct adj.不同的；明显的；独特的
business-to-consumer (B2C) advertising
企业对消费者的广告
general public公众
business-to-business (B2B) advertising
企业对企业的广告
direct v.面向……；指导；指挥；
管理
grab v.抓住；攫取，夺取
slogan n.标语
striking adj.引人注目的，显著的，突
出的
catchy adj.悦耳易记的；引人注意的
jingle n.简单而又引人注意的韵
律
memorable headline难忘的标题
print ad n.印刷广告；平面广告
reinforce v.加强，加固，强化
call to action唤起行动，行动号召
implicit adj.暗示的，含蓄的；盲从的
explicitly adv.明确地
viewer n.观众
in all aspects 在各个方面
resistant adj.抵抗的，反抗的
stand out in a crowd鹤立鸡群
advertising model广告模式
option n.选项；选择权
explore v.探索；探测
target audience目标客户
advertising agency广告公司，广告商
specialist n.专家；专门医师
USP (Unique Selling Proposition)
独特卖点
length n.长度
timing n.时间选择；调速；定时
act upon对……起作用；按照……
行事
original adj.新颖的；原创的
drawback n.缺点；不利条件
association n.联想；联合；协会；联盟
random adj.任意的，随机的
bizarre adj.奇异的，匪夷所思的
invented adj.发明创造的
groundbreaking adj.开创性的
downside n.缺点，负面；下降趋势；底侧
62商务英语 


obscure adj.晦涩的；不清楚的，朦胧的 
“in” or cool时髦或者酷 
catch on变得流行；理解，明白 
gossip n.小道消息，八卦闲话 
humour n.幽默 
scandal n.丑闻；流言蜚语 
entertaining adj.令人愉快的 
celebrity n.名人；名声 
testimonial n.推荐；证明 
risk v.冒险


2 Read the text and answer the questions. 

1) What is the purpose of advertising? 
2) What is the difference between B2B and B2C advertising? 
3) What are the five things that an advert should do? 
4) How can an advert catch our attention? 
5) How does an advert try to make us remember a product or company? 
6) Do you believe that consumers today are more resistant to advertising? Why/Why not? 


3 Match each element of an advert on the left to the correct definition on the right. 

1) slogan 

a 


the photograph, pictures or other visual elements in an advert 
2) image 
b 


the main text of a print ad, with information on the product or service 
3) jingle 
c 


a short, well thought-out sentence, usually the first part of a print ad to be read 
4) headline 
d 


the unique symbol used by a company or brand 
5) body 
e 


a memorable tune or piece of music, mostly used in radio commercials 
6) logo 
f 


a short, catchy and distinctive phrase to describe a product or a brand 
4 
Read the text and decide if the sentences are true (T ) or false (F ). If there is not enough 
information, choose “doesn’t say” (DS ). 

T F DS　 
1) Advertising agencies only follow big clients.

 　 

2) 
Advertising agencies’ services are limited to the creative aspect of 
an ad.


 　 

3) 
A traditional approach to creating an ad does not have any 
disadvantages.


 　 

4) An original ad may contain strange or made-up words.

 　 

5) Both consumers and agencies believe humorous ads to be successful.

 　 

6) The use of famous people in ad campaigns is in decline.

 　 

Unit 6 Advertising 63 



5 Translate the following sentences into Chinese. 

1) 
Both of these have advantages as well as potential drawbacks. Traditional language, images and 
associations have been tried and tested and are known to work. On the other hand, random or 
unconnected images, bizarre headlines or invented words can be considered groundbreaking 
and modern. The downsides are that the first approach may just seem boring and over-used; 
the second could be too obscure to be properly understood or to catch on. 

2) 
The use of famous people as testimonials can also be considered. A famous actor, sportsperson 
or model has a very powerful personal image and can bring this to the advert. However, it can 
be an extremely expensive option and public opinion about who is “in” or cool can change very 
fast. Gossip and scandals surrounding a celebrity also risk damaging the company’s image. 

Reading 2
Advertising Media 

The choice of the media for an advertising campaign depends on several factors, including: 

. size, nature and location of the target market; 
. the product or service to be promoted; 
. what proportion of the target audience will be exposed to the ad; 
. the cost. 
TV 

This is still the most popular choice given its high impact and wide national reach. It is effective 
for creating brand awareness and selling consumer products. However, with the large number of 
satellite and cable TV channels now available, it is no longer sufficient to advertise just on the top 
three or four networks, but it is essential to choose the channel and programme with the specific 
demographic required. TV advertising is extremely expensive, especially for the prime time slots 
such as early evening or during sporting events, and similarly the investment needed to produce the 
ad itself is huge. Another downside of TV advertising is that new digital technology allows viewers 
to skip adverts during playback or viewing, or viewers may just take a break or channel hop during 
the commercial breaks. 

64商务英语 


Press 

The press has a leading role in advertising campaigns. Printed adverts have the advantage 
that they can be kept, are often seen repeatedly and can contain more information or details 
than a TV ad. Their visual impact is still great even without sound or movement. Depending 
on the target, in an ad campaign it is possible to include international, national and regional 
newspapers (often a specific section like business, sport or fashion) and general interest or 
special interest magazines (e.g. computer, sport, hobbies). Naturally, a full colour ad in a glossy 
magazine is more expensive, and reaches a larger audience, than a black and white ad at the 
back of a local newspaper. 

Radio 

Radio is a cheaper alternative to TV advertising, both to purchase the airtime and to make the 
ad. It can be national or local but does not reach the same number of people as TV. The creation of 
the ad has to be carefully considered as it cannot rely on the impact of visual images. 

Outdoor 

Outdoor advertising includes billboards, posters, street furniture and electric signs in public 
places such as the street, shopping centres, airports, stations and on public transport. Some are 
much more permanent and have become almost part of the background, while others are changed 
more frequently, such as on public transport, to maintain impact. The target is the general public, 
although the location, for example in a football stadium or near a school, can target a more specific 
market segment. 

Digital Media 

The most rapidly growing sector, digital media, especially internet, offers targeted advertising 
worldwide 24/7 with banners, pop up ads, and pay per click advertising, as well as one-to-one 
emails. Digital advertising is inexpensive, can use sound, visuals and motion to create impact 
and it is easy to update and evaluate the success rate. A disadvantage is that these ads are very 
easy for users to ignore while surfing and to delete from their inbox. With social media and apps, 
advertisers are able to form a more direct contact with consumers, especially young people, creating 
a global community around a brand or product with consequent positive effects on sales and brand 
identity. Another advantage of social media is how swiftly messages can be spread. Viral ads, for 
example, can be posted on YouTube or Facebook where they are noticed by net surfers and shared 
immediately, quickly reaching millions of hits. 

MY GLOSSARY 
proportion n.比例，占比
expose v.显示；揭露，使曝光
impact n.影响；效果；碰撞；冲击
力
wide national reach广泛的全国覆
盖率
effective adj.有效的
brand awareness品牌知名度；品牌意识
Unit 6 Advertising 65 



66 商务英语 
satellite n.卫星，人造卫星
cable TV channel有线电视频道
sufficient adj.足够的；充分的
programme n.电视节目；计划；程序
demographic n.特定年龄段的人口
extremely adv.非常，极其；极端地
prime time slot黄金时段
investment n.投资；投入
digital technology数字技术
skip v.跳过，遗漏
playback n.重放；录音
viewing n.收看（电视）；察看，观看
channel hop更换频道
commercial break（广播、电视中插播的）
商业广告
press n.报刊杂志；新闻界；出版
社
leading role主导作用；主导地位
specific section特定的部分
glossy magazine用优质有光纸印刷的杂
志
radio n.无线电广播；收音机
alternative n.供替代的选择
airtime n.（广播或电视）播放时间
visual image视觉影像
outdoor adj.户外的，露天的
billboard n.广告牌，户外看板
poster n.海报；广告
street furniture街道公共设施
electric sign广告灯牌，电子标牌
permanent adj.长久的；不变的，永久的
location n.位置，地点
stadium n.体育场
sector n.部分；区域；部门
digital media数字媒体
banner n.横幅图片的广告模式；横
幅，标语
pop up ad弹出广告
motion n.动作；移动
update n.更新；现代化
evaluate v.评价；估价
success rate成功率；接通率
surf v.上网；冲浪
delete v.删除
inbox n.收件箱
global community全球社区；地球村
consequent adj.随之发生的；作为结果
的
swiftly adv.迅捷地；即刻
viral ad病毒式广告
hit n.网页点击数
66 商务英语 
satellite n.卫星，人造卫星
cable TV channel有线电视频道
sufficient adj.足够的；充分的
programme n.电视节目；计划；程序
demographic n.特定年龄段的人口
extremely adv.非常，极其；极端地
prime time slot黄金时段
investment n.投资；投入
digital technology数字技术
skip v.跳过，遗漏
playback n.重放；录音
viewing n.收看（电视）；察看，观看
channel hop更换频道
commercial break（广播、电视中插播的）
商业广告
press n.报刊杂志；新闻界；出版
社
leading role主导作用；主导地位
specific section特定的部分
glossy magazine用优质有光纸印刷的杂
志
radio n.无线电广播；收音机
alternative n.供替代的选择
airtime n.（广播或电视）播放时间
visual image视觉影像
outdoor adj.户外的，露天的
billboard n.广告牌，户外看板
poster n.海报；广告
street furniture街道公共设施
electric sign广告灯牌，电子标牌
permanent adj.长久的；不变的，永久的
location n.位置，地点
stadium n.体育场
sector n.部分；区域；部门
digital media数字媒体
banner n.横幅图片的广告模式；横
幅，标语
pop up ad弹出广告
motion n.动作；移动
update n.更新；现代化
evaluate v.评价；估价
success rate成功率；接通率
surf v.上网；冲浪
delete v.删除
inbox n.收件箱
global community全球社区；地球村
consequent adj.随之发生的；作为结果
的
swiftly adv.迅捷地；即刻
viral ad病毒式广告
hit n.网页点击数

6 Match the advertising media in column I to the picture in column II. 

I 

II 
A 

1) press 

B 

2) TV 

C 

3) radio 

D 

4) outdoor 

E 

5) digital media 


Unit 6 Advertising 67 



7 Read the text again and complete this table. 

Advertising Media Advantages Disadvantages 
1) press 
2) TV 

3) radio 


4) outdoor 
5) digital media 

8 Which advertising media do the terms refer to? Write a definition for each term. 

1) prime time slot _______________________________________________________________________________ 
2) channel hopping _____________________________________________________________________________ 
3) glossy magazine ______________________________________________________________________________ 
4) trade press ___________________________________________________________________________________ 
5) billboard _____________________________________________________________________________________ 
6) street furniture _______________________________________________________________________________ 
7) banner _______________________________________________________________________________________ 
8) pop up ad ____________________________________________________________________________________ 

9 Translate the following sentences into Chinese. 

1) 
TV advertising is extremely expensive, especially for the prime time slots such as early evening 
or during sporting events, and similarly the investment needed to produce the ad itself is huge. 

2) 
The most rapidly growing sector, digital media, especially internet, offers targeted advertising 
worldwide 24/7 with banners, pop up ads, and pay per click advertising, as well as one-to-one 
emails. 

68商务英语 


Listening Listening 
10Listen to the passage and complete the following sentences. 


1) A shampoo available in supermarkets _______________________________________________________. 
2) A local repair service for electrical appliances _______________________________________________. 
3) A website selling children’s toys _____________________________________________________________. 
4) A low-cost dental surgery in your town ______________________________________________________. 
5) A cruise holidays in the Caribbean __________________________________________________________. 
6) An energy drink _____________________________________________________________________________. 

11 Listen to this manager from an advertising agency talking about creating an 
effective ad and complete the notes. 

Step 1 – have a clear _________ so your message is focused. 


Step 2 – understand the _________ of your ad to make it appropriate and produce results. 
Step 3 – show how your product or service will _________ a consumer. 
Step 4 – know your USP to define your _________ and use it in your advert. 
Step 5 – _________ with the customer, be motivating and encouraging but always believable. 


Unit 6 Advertising 69 

Writing Writing 
12Write a rental ad for an office according to the following instruction. 

Product offered: Office (2000 square feet) 
Words to persuade: new, convenient 
Detailed information given: downtown, one block away from subway station 
Contact: Mr White (Tel: 136-6840-3967) 



Speaking 
13 Discuss the questions in pairs. 

1) Were the ads you remembered more traditional or innovative? In what ways? 
2) Did the ads use any humour? If so, do you think it was entertaining or funny? 
3) Did the ads feature a famous person? Who? What ideas do you associate with him/her? 
4) In general, which of the above-mentioned techniques do you prefer in an ad? Why? 

70商务英语 


Technical Terms Technical Terms 
1 Advertising is the business of trying to persuade people to buy products or services. 
2 Advertisement a picture, short film, song, etc. that tries to persuade people to buy a product or 
service, or a piece of text that tells people about the product or service, etc. 
3 Advertising strategy is a detailed plan developed by businesses to create awareness among the 
customers about the product or service and motivate the customers to buy them. 
4 Online advertising is the advertisement shown via the Internet or through mobile devices. 
5 Print advertising is the advertisement on printed pieces, such as newspapers or magazines. 
6 Broadcast advertising is the advertisement performed on video or audio mass media such as 
television and radio. 
7 Outdoor advertising, also known as out-of-home (OOH) advertising, is any type of advertising 
that reaches consumers when they are away from home, such as billboards beside the road, or 
at sports games, etc. 

Unit 6 Advertising 71 



UNIT 7Business Transaction 
72商务英语 
UNIT 7Business Transaction 
72商务英语 

Unit 7 Business Transaction 73 
Learning Objectives 
Upon completion of the unit, students will be able to: 
. draw the flow chart of business transaction; 
. make an enquiry; 
. reply an enquiry. 
Unit 7 Business Transaction 73 
Learning Objectives 
Upon completion of the unit, students will be able to: 
. draw the flow chart of business transaction; 
. make an enquiry; 
. reply an enquiry. 

Starting Off Starting Off 
In this unit you may be studying business transaction. But do you know the normative symbols of Transaction 
Flow Chart? 

1 
Match the normative symbols in column I to the application descriptions in column II 
and the graphs in column III. 

74商务英语 
I II III 
1) The Rectangle Shape A represents the start/end. 
a 
2) The Diamond Shape B represents a process. 
b 
3) The Oval or Pill Shape 
C represents the input/output of the 
information. c 
4) The Parallelogram Shape D represents a decision. 
d 
5) The Arrow Shape E represents the flow of the sequence. 
e 

Reading 1Reading 1
Business Transaction 

Business involves buying and selling goods or services. When a buyer buys from a seller (and a 
seller sells to a buyer), this is called a business transaction. There are different steps in a business 
transaction including enquiry, reply to enquiry, order and reply to the order. 

Enquiry 

areynolds@futuresport.uk 
george.altmann@bestonsportstuff.com 
Friday 24/01/2020 18:46 
enquiry 
Dear Mr Altmann, 
I’m writing to ask if you produce Art. No. 74 of your catalogue in yellow. If yes, I’d like to know what discount you can give 
us for an order of 200 items. 
Can you also let us know when you can deliver them? 
I look forward to your reply. 
Best regards, 
Anthony Reynolds 
1
Reply to Enquiry 


george.altmann@bestonsportstuff.com 
areynolds@futuresport.uk 
Monday 27/01/2020 09:05 
your enquiry 
catalogue 
Dear Mr Reynolds, 
Many thanks for your email. I attach a copy of our catalogue showing Art. No. 74 in yellow and other colours. 
For an order of 200 items, we can give you a 5% discount. 
We can guarantee delivery in about 2 weeks from receipt of order. 
Hope to hear from you soon. 
Regards 
George Altmann 
2
Unit 7 Business Transaction 75 



MY GLOSSARY 
business transaction商务贸易
order n.订单；订购
Art. No. (Article Number) 
abbr.货号
item n.商品
deliver v.交货；交
付；递
送，运输
guarantee v.保证；保修
receipt n.收到；收据；收入
MY GLOSSARY 
business transaction商务贸易
order n.订单；订购
Art. No. (Article Number) 
abbr.货号
item n.商品
deliver v.交货；交
付；递
送，运输
guarantee v.保证；保修
receipt n.收到；收据；收入
2 Look at this flow chart showing the 4 basic steps and match them with the corresponding 
explanation. 

Reply to 
order 
Order 
Reply to 
enquiry 
Enquiry 
The seller confirms he has received the order and sends the goods to the 
buyer. 

The buyer needs a product. He contacts a seller and asks for information 
about, for example, type of product, costs, discounts, delivery time, payment 
terms, means of transport. 

If the terms received from the seller are satisfactory, the buyer sends an 
order. He specifies the article he wants to buy, its quantity and price, and all 
the terms: discount, payment, transport. 

The seller receives the enquiry from the buyer and gives him the information 
requested. 

3 The words and expressions below are frequently used in the emails. Write the corresponding 
words in Chinese. 

1) item a __________________________________ 
2) discount b __________________________________ 
3) deliver c __________________________________ 
4) hear from you d __________________________________ 
5) look forward to e __________________________________ 
6) (best) regards f __________________________________ 
7) attach g __________________________________ 
8) catalogue h __________________________________ 
9) receipt i __________________________________ 
10) dear j __________________________________ 


76商务英语 


4 Read the emails and complete the table. 

The Buyer The Seller 
Product 
He wants to know if 
__________________________________________ 
He replies that they do and 
__________________________________________ 
Discount 
He asks what 
__________________________________________ 
He replies that 
__________________________________________ 
Delivery 
He asks when 
__________________________________________ 
He replies that 
__________________________________________ 
5 Translate the two emails in the text into Chinese. 

1
2
Unit 7 Business Transaction 77 



Reading 2Reading 2
Business Transaction 

Business involves buying and selling goods or services. When a buyer buys from a seller (and 
a seller sells to a buyer), this is called a business transaction.There are different steps in a business 
transaction including enquiry, reply to enquiry, order and reply to the order. 

Order 

areynolds@futuresport.uk 
george.altmann@bestonsportstuff.com 
Tuesday 11/02/2020 10:13 
order 
Dear Mr Altmann, 
We would like to pass you the following order: 
Art.No Description Quantity Unit Price Total Price 
74 yellow sport bag 200 ￡58.60 ￡11,720.00 
5% discount ￡586.00 
TOTAL ￡11,134.00 
Delivery by 26 February is essential. 
We will effect payment 30 days from invoice date, as usual. 
We look forward to your reply. 
Regards, 
Anthony Reynolds 
Reply to the Order 


george.altmann@bestonsportstuff.com 
areynolds@futuresport.uk 
Thursday 13/02/2020 15:58 
your order 
Dear Mr Reynolds, 
Thank you very much for your order of last Tuesday which I am pleased to confirm. 
As requested, our courier will deliver the goods on 26 February in the afternoon. 
I hope you will contact us for future orders. 
Regards, 
George Altmann 
78商务英语 


MY GLOSSARY 
description n.规格；描述，描写
unit price单价
total price总价
essential adj.重要的；基本的；本质的
effect payment支付款项
look forward to期待
pleased adj.乐意的，高兴
的，喜欢的
as requested按照要求，依照要求，
应……要求
courier n.货运公司；邮递员
MY GLOSSARY 
description n.规格；描述，描写
unit price单价
total price总价
essential adj.重要的；基本的；本质的
effect payment支付款项
look forward to期待
pleased adj.乐意的，高兴
的，喜欢的
as requested按照要求，依照要求，
应……要求
courier n.货运公司；邮递员
6 
After receiving the reply from Beston Sportstuff, Anthony Reynolds from Future Sport 
sends the order in Reading 2. Read it and find this information. 

1) How many items he orders: __________________________________________________________________ 
2) What type of articles he orders: ______________________________________________________________ 
3) How much each item costs: __________________________________________________________________ 
4) How much he will pay in total: _______________________________________________________________ 
5) When he wants to receive the goods: _________________________________________________________ 
6) How he will pay: _____________________________________________________________________________ 

7 
Read Beston Sportstuff’s reply in Reading 2 and circle Yes or No to the questions. 

1) Does Mr Altmann confirm receipt of the order from Future Sport? Yes / No 
2) Will the goods be delivered when the client wants? Yes / No 


Unit 7 Business Transaction 79 

8 Translate the two emails in the text into Chinese. 

1
2
80商务英语 


9 Complete this enquiry and reply emails using words and phrases from the emails in 

this unit. 

The enquiry The reply 

(1) _________________________ Mrs Smart, 
I (2) _________________________ to ask if you can send us 
your best price for your mobile phone covers, Art. No. 
AA64 of your catalogue. 
(3) _________________________ also let us know about 
possible discounts, delivery times and means of payment 
requested? 
We look (4) _________________________. 
Best (5) _________________________, 
David Hobbs 
Dear (6) _________________________, 
Many (7) _________________________ your enquiry about 
our mobile phone covers. I (8) _______________ a copy of 
our catalogue with information about the article. For an 
order of about 100 items, we can (9) _________________ 
10% (10) _________________________. 
We (11) _________________________ delivery 
(12) _________________________ 1 month from 
(13) _________________________. 
We require (14) _________________________ 30 days from 
(15) _________________________. 
We look (16) _________________________ your order. 
(17) _________________________, 
Margaret Smart 
Listening 
10Listen to 8 sentences taken from 8 dialogues and write which steps of a 
business transactions they refer to. 


Reply to 
order 
Order 
Reply to 
enquiry 
Enquiry 
1) 


2) 


3) 


4) 


5) 


6) 


7) 


8) 


Unit 7 Business Transaction 81 



11 David Hobbs decides to send an order to Margaret Smart. Listen to him 
talking about the order with his secretary and complete the order form they 
will send to their supplier. 


Order Form 
Contact: David Hobbs 

Art. No Colour Quantity Unit Price 
___________________________ ___________________________ ___________________________ ___________________________ 
___________________________ ___________________________ ___________________________ ___________________________ 
___________________________ ___________________________ ___________________________ ___________________________ 

Delivery: _______________________________________________________________________________________________________________ 
Payment: _______________________________________________________________________________________________________________ 


Writing 
12 Write the reply to David Hobbs’ order from Margaret Smart in Exercise 11 following 
the guidelines below. 

— thank him for his order and confirm it 
— say that delivery will be effected as requested 
— say you hope he will contact you for future orders 
82商务英语 


Speaking Speaking 
13 Suppose you and your partner are the buyer and the seller. Make a bargain by phone 
including the following information. 

— the delivery date 
— discount allowed 
— methods of payment 
Technical Terms 
1 Offer is a conditional proposal made by a buyer or seller to buy or sell some kinds of goods or 
services, which becomes legally binding if accepted. 
2 Offeror is the party making the offer, who is willing to sell or buy some kinds of good or services 
at a price. 
3 Offeree is the other party to the agreement, who has the right to accept or refuse the offer. 
4 Acceptance is the final agreement of both parties to consent to the terms of the offer. 
5 Counteroffer is a response given to an initial offer which means the original offer was rejected 
and replaced with another one. 
6 Rejection is the process of refusing an offer or terminating an offer. 

Unit 7 Business Transaction 83 

UNIT 8Placing Orders 
84商务英语 
UNIT 8Placing Orders 
84商务英语 

Unit 8 Placing Orders 85 
Learning Objectives 
Upon completion of the unit, students will be able to: 
. place an order; 
. accept an order; 
. refuse an order. 
Unit 8 Placing Orders 85 
Learning Objectives 
Upon completion of the unit, students will be able to: 
. place an order; 
. accept an order; 
. refuse an order. 

Starting Off Starting Off 
In this unit you may be studying orders. But do you know how to place an order on the Walmart app or 
website? 

1 
Put the following steps into the correct order to show how to place your order on 
Walmart website1 below. 


1 

https://www.walmart.com/grocery 

86商务英语 


After you place your order, you can view it in your account. You can edit, cancel, or reschedule 
any time before the cutoff. 


Choose your pickup or delivery location. 
On the Review Your Order screen, you can update your location, phone number, and payment 
method. You can also manage your substitutions and add promo codes. When you’re ready to 
place your order, tap or click Place order. 


Add items to your cart. Your shopping cart will show you the minimum order total you need to 
place an order. 
Tap or click See times to choose your pickup or delivery window. 
Add your payment method. 


Reading 1
Written Orders 

An order is a commercial document used to request a company to supply goods or services in 
return for payment. A written order can be sent by letter, fax or email. The information that should 
be included when placing an order is the customer’s name and address, a description of the goods 
and the quantity requested, the price, delivery and payment details. It is also possible to add any 
conditions the order is subject to. 

John Wilde <john.wilde@wildeoptics.co.uk> 
Ken Liu <ken.liu@guangzhoulenses.com> 
4 March 20.. 
Trial order 
Dear Mr Liu, 
With reference to our previous correspondence, we would like to place a trial order as follows: 
Men’s sunglasses No. 4550 100 pieces @USD 35.00/piece 
Women’s sunglasses No. 4580 50 pieces @USD 42.00/piece 
Unisex sunglasses No. 4600 20 pieces @USD 50.00/piece 
The delivery and payment terms are as per your email dated 27th February 20.. . Please make sure the goods are packed in 
plywood crates, clearly marked with our company name and address. 
We look forward to receiving your pro-forma invoice. 
Yours sincerely, 
John Wilde 
Order Forms and Online Orders 

Orders can also be made by filling in pre-printed order forms, and attaching them to an 
accompanying email, letter or fax, as well as by completing an order form online. When ordering 

Unit 8 Placing Orders 87 



goods from a website the whole transaction—the selection of the goods and quantity, authorisation 
for payment, delivery terms and costs—is usually completed in one go. When you are a registered 
user of a website, it is possible to store all your details and use a one-click ordering system which 
makes the process even quicker. 

BERTOLUCCI 
WHOLESALERS 
179 West Street 
London 
NW1 7PL 
www.bertolucci.com 
MY GLOSSARY 
subject to以……为准；服从于
with reference to根据；关于
previous adj.以前的，先前的
correspondence n.信件，信函
trial order试订单
piece n.件；片；段
unisex adj.不分性别的
as per根据说明
plywood crate胶合板箱
pro-forma invoice形式发票；估价单
pre-printed adj.预先印妥的
order form订货单
attach to附属于，隶属于
accompanying adj.附带的，伴随的
88商务英语 


selection n.选择 
extra long spaghetti超长意大利面 
authorisation n.授权，委托；批准，准许 
bruschetta sauce意式烤面包酱 
delivery terms运输条款 
basil n.罗勒；九层塔 
in one go一次；一下子，一口气 
jar n.罐；坛；广口瓶 
registered user注册用户 
garlic n.大蒜 
one-click ordering systempitted adj.去核的 


一键式订购系统 
black olive n.黑橄榄 
porcini mushrooms牛肝菌 
brine n.卤水，盐水 


pack n.袋 
can n.罐；筒；听 


2 Read the email and decide if the sentences are true (T ) or false (F ). If there is not 
enough information, choose “doesn’t say” (DS ). 

T F DS　 
1) John Wilde has done business with this company before.

 　 

2) He orders a total of 170 items.

 　 

3) The delivery terms were indicated in a previous email.

 　 

4) The payment will be made after the goods are dispatched.

 　 

5) The email contains instructions for how the goods should be packed.

 　 

6) John Wilde does not request any other documents.

 　 

3 Match the two halves of the sentences. 

1) We thank you for a 


your prompt handling of this order. 
2) We are pleased to b 
accept these terms, we shall be obliged to cancel our order. 
3) We would be grateful if c 
subject to delivery by 18th March. 
4) The goods should be d 
place an order for ski clothing. 
5) We accept e 
your quotation of 11th September. 
6) If you are unable to f 
the payment and delivery terms indicated in your email. 
7) Please note that this order is g 
packed in wooden crates and marked with our company 
name. 
8) Thank you in advance for h 


you could offer us a 5% discount on this order. 

Unit 8 Placing Orders 89 



4 
Look at the order form and catalogue in Reading 1 and fill in the missing information 
in the table. 

1) _______________________ 5) _______________________ 
2) _______________________ 6) _______________________ 
3) _______________________ 7) _______________________ 
4) _______________________ 8) _______________________ 


5 
Now answer the questions. 

1) What type of company is Bertolucci? 
2) Who is the client and do you think this is the first time they have ordered from Bertolucci? 
3) What products do they order? 
4) What is the total cost of their order? 


Reading 2
Phone Orders 

Orders can be made by phone directly to the Sales Department of a company. This is common 
when the customer has some questions to be answered or wants to check availability of a particular 
product. With phone orders, it is usually necessary to also send a written confirmation. 

Accepting or Refusing an Order 

After receiving an order, the seller may acknowledge the order or, under particular circumstances, 
refuse it. Reasons for refusal can include the temporary unavailability or discontinuation of an 
item, the impossibility to satisfy delivery deadlines or unacceptable discount or payment requests. 

An order acknowledgement should: 

. thank the customer for the order; 
. summarise the details of the order; 
. give any necessary explanation, e.g. special discounts, delivery, availability; 
. end with a positive reference to this and future business. 
90商务英语 


A refusal letter should: 

. refer to the customer’s order; 
. explain the reasons for the refusal; 
. make a counteroffer, if suitable, e.g. offer an alternative item; 
. end with a positive reference to future business. 
Order Acknowledgement: 

john.weaver@larson.co.uk 
info@donaldson.co.uk 
13 July 20.. 
Order acknowledgement CW/12/20.. 
Dear Mr West, 
We thank you for your order No. CW/12/20.. of 12th July for the football supporters items. 
We are pleased to confirm that all the goods are in stock and that they will be available for pick up from our premises 
tomorrow 14th July. Please advise us of details of your courier. 
As agreed we have granted you the 5% discount for payment at 30 days and our invoice will follow. 
Once again we thank you for this order and we look forward to doing further business with you in the future. 
Yours sincerely, 
John Weaver 
Refusal Letter 



Unit 8 Placing Orders 91 



MY GLOSSARY 
Sales Department销售部
availability n.可用性；有效性
confirmation n.确认书
acknowledge v.确认，承认，认可；确认收
悉
circumstance n.情况；条件
refusal n.拒绝，回绝
temporary adj.暂时的，临时的；短暂的
unavailability n.不可获得；无效用；不适
用
discontinuation n.中止，停止，废止
deadline n.最后期限，截止日期
summarise n.概述，概括，总结
reference n.参考，参照；涉及，提到
refer to涉及；关于；参
考；指的是
counteroffer n.还价；还盘
in stock有存货；现有
premise n.厂区；生产场所；经营厂址
grant v.同意，准予；授予
sincerely adv.真诚地，诚实地
Bristol n.布里斯托尔（英国西部的
港口城市）
process v.处理，办理
in full完整；全额
due to由于，归因于
inconvenience n.不便，麻烦
packet n.小包；小盒；小袋
MY GLOSSARY 
Sales Department销售部
availability n.可用性；有效性
confirmation n.确认书
acknowledge v.确认，承认，认可；确认收
悉
circumstance n.情况；条件
refusal n.拒绝，回绝
temporary adj.暂时的，临时的；短暂的
unavailability n.不可获得；无效用；不适
用
discontinuation n.中止，停止，废止
deadline n.最后期限，截止日期
summarise n.概述，概括，总结
reference n.参考，参照；涉及，提到
refer to涉及；关于；参
考；指的是
counteroffer n.还价；还盘
in stock有存货；现有
premise n.厂区；生产场所；经营厂址
grant v.同意，准予；授予
sincerely adv.真诚地，诚实地
Bristol n.布里斯托尔（英国西部的
港口城市）
process v.处理，办理
in full完整；全额
due to由于，归因于
inconvenience n.不便，麻烦
packet n.小包；小盒；小袋
6 
Read the order acknowledgement and the refusal letter in the text and underline the 
sentences/parts which correspond to the following instruction. 

An order acknowledgement should: 

. thank the customer for the order; 
. summarise the details of the order; 
. give any necessary explanation, e.g. special discounts, delivery, availability; 
. end with a positive reference to this and future business. 
A refusal letter should: 

. refer to the customer’s order; 
. explain the reasons for the refusal; 
. make a counteroffer, if suitable, e.g. offer an alternative item; 
. end with a positive reference to future business. 
92 
商务英语 


7 Translate the order in Reading 2 acknowledgement and refusal letter into Chinese. 

1) Order acknowledgement 


2) Refusal letter 


Unit 8 Placing Orders 93 



8 Read the email and put the sentences in the correct order. 

Simon Howard <simon.howard@gseelectronics.com> 
Roger Page <r.page@thedvdshop.co.uk> 
29 October 20.. 
Your order 156/200 
Dear Mr Page, 
We sincerely regret any inconvenience and hope to receive further orders from you in the future. 
With reference to your above order for 20 portable DVD players, we are writing to inform you that unfortunately we cannot 
confirm your order. 
In this way we can process your order as quickly as possible. 
The expected delivery time would be approximately 6 weeks. 
Due to circumstances beyond our control, we are not able to deliver the items within two weeks as requested. 
If these terms are still suitable, please let us know. 
Yours sincerely, 
Simon Howard 
9 Now answer the questions according to the above email. 

1) What did Mr Page order? 
2) When did he want the items delivered? 
3) Why can not the order be processed? 
4) Does Mr Howard offer an alternative? 


94 商务英语 

Listening Listening 
10Listen to the passage and complete the expressions. 


Checking details 
Let me just (1) _________ that to you. 
You said model ABC in blue, didn’t you? 
Did you say 13 or 30? 
Sorry, I didn’t (2) _________ that. 
Placing an order 
I’d like to (3) _________ an order. 
Can you (4) _________ my order? 
I’m phoning to order… 
Making requests 
Could you tell me if model XYZ is available? 
Can you (5) _________ me the item number, please? 
Would you mind (6) _________ confirmation by fax? 
Making a promise 
Don’t worry. I’ll do it now. 
We’ll (7) _________ the goods to you by next Thursday. 
I’ll (8) _________ you back straightaway. 
11 Listen to three customers who call Katie Barnett in the Sales Department 
of QuikPrint, a supplier of ink cartridges for printers and photocopiers. 
Complete the missing information. 


Writing 
12 Write another letter from Mr Howard to Mr Page (see Exercise 8) in which: 

— you thank him for his order 
— you apologise and inform him the portable DVD model PVP 720 he requests is not in production 
— you offer PVP 1020 instead and attach a brochure 
— you ask for a confirmation email 
Unit 8 Placing Orders 95 



Speaking 
13 Practise this phone conversation in pairs. Then swap roles. 


Seller 

You work in the Sales Department of Kitchen 
Maid and you receive a phone call from 
Kathy’s Kitchens. All your items are available 
immediately except for S124 which will be 
available in two weeks’ time. You deliver by 
courier all over the country. 

Buyer 

You work at Kathy’s Kitchens, a shop selling kitchen 
and cooking equipment. You have seen Kitchen Maid’s 
website and would like to place an order. Select 
the items you wish to purchase from the catalogue 
and phone Kitchen Maid’s Sales Department to 
place your order. 

Item No. Description Price 
S124 

20 cm kitchen knife 

€23,99 

F124 

15 cm kitchen knife 

€19,99 

K178 

vegetable peeler 

€6,50 

M870 

lemon zester 

€8,25 


96商务英语 


Technical Terms Technical Terms 
1 Purchase order, or PO, is an official document issued by a buyer committing to pay the seller 
for the sale of specific products or services to be delivered in the future. 
2 Order acknowledgement, or OA, is a written confirmation of an order which is sent by the 
producing or service rendering company that accepts the order placed by a customer. 
3 Agreement is any understanding or arrangement reached between two or more parties. 
4 Contract is a specific type of agreement that is legally binding, finalized through the signatures 
of both parties. 

Unit 8 Placing Orders 97 



UNIT 9Trade Documentation 
98商务英语 
UNIT 9Trade Documentation 
98商务英语 

Unit 9 Trade Documentation 99 
Learning Objectives 
Upon completion of the unit, students will be able to: 
. fulfill an invoice; 
. fulfill the transport document; 
. fulfill the payment document. 
Unit 9 Trade Documentation 99 
Learning Objectives 
Upon completion of the unit, students will be able to: 
. fulfill an invoice; 
. fulfill the transport document; 
. fulfill the payment document. 

Starting Off Starting Off 
In this unit you may be studying trade documentation, such as invoice, transport document and payment 
document. But do you know the items in detail? 

1 Match the following items with the explanation. 

1) Date a the number of units requiring loading 
2) H/U pkg. type b the full name and address of the buyer or the receiver 
3) Description of the goods 
c the transport company 
d the month, day and year the freight was shipped or picked up 
4) Consigner 
e the notes such as “received for shipment” “shipped on board” 
5) Consignee “port to port” “clean” “foul” “claused” and so on 
6) Types of bill of lading f the quality, quantity, weight, condition and other identifying 
information of the shipping units 
7) Carrier g the full name and address of the seller or the sender 
8) Handling Units (H/U) h the type of shipping unit (e.g., pallet, crate, drum, carton) 

Reading 1
Trade Documentation 

Any business transaction involves a number of documents. The most common are related to: 

. the sale of goods; 
. the transport of the goods; 
. the payment of the goods. 
The document related to the sale of goods is called an invoice. It is a document issued by a 
seller to a buyer and it shows details of the goods sold (quantity, description, price), name and 
contact information of both the seller and the buyer, as well as payment terms. It must contain a 
number and a date. 

The transport document depends on the means of transport used. In fact, goods can be 
transported by train, by lorry, by ship or by plane. This document is issued by the transport company 
which takes the goods and delivers them to the buyer. It contains the name and contact information 
of the seller, the buyer and the carrier, details of the goods (quantity, description and size) and all 
information about when and where the goods leave and arrive. 

100商务英语 


Payments involve banks that move money from the buyer’s bank account to the seller’s bank 
account. One of the most frequently used means is the bank transfer. 

The choice of which payment terms to use in a business transaction depends on different 
factors. One factor is the relationship between the seller and the buyer because some means of 
payment can be safer for the seller: for example, payment in advance, which means that the buyer 
pays before receiving the goods. On the other hand, the means of payment that gives the maximum 
security to the buyer but represents the greatest risk to the seller is open account terms in which 
the buyer agrees to pay the seller’s invoice at a future date, usually in 30 to 90 days. This means 
of payment is used only if the buyer is financially reliable and the seller trusts him. 

MY GLOSSARY 
issue v.开具；发行；颁发
lorry n.货车
carrier n.承运人；运输工具
bank account银行账户
bank transfer银行汇款；银行间转账
maximum adj.最大的；最高
的，顶点的
security n.安全保障；保护措施
open account terms赊账交易条件；记账方式
交易
reliable adj.可信赖的
2 Answer the questions. 

1) What document refers to the sale of goods? 
2) Who issues it? 
3) How many means of transport can you think of? 
4) Can you give a definition of carrier? 
5) What does payment in advance consist of? 
6) When does a buyer usually pay on open account terms? 


3 Look at this table. Tick (√) the documents where you can find these elements. 

Invoice Transport Document Payment Document 
Buyer’s name 

Seller’s name 
Carrier’s name 
Details of the goods 
Name of bank 

Unit 9 Trade Documentation 101 



4 Translate the following sentences into Chinese. 

1) 
The document related to the sale of goods is called an invoice. It is a document issued by a 
seller to a buyer and it shows details of the goods sold (quantity, description, price), name and 
contact information of both the seller and the buyer, as well as payment terms. 

2) 
The transport document depends on the means of transport used. In fact, goods can be 
transported by train, by lorry, by ship or by plane. This document is issued by the transport 
company which takes the goods and delivers them to the buyer. 

3) 
Payments involve banks that move money from the buyer’s bank account to the seller’s bank 
account. One of the most frequently used means is the bank transfer. 

5 Match the documents on the left to the definitions on the right. 

1) B/L (Bill of Lading) 
a 


a written order used primarily in international trade 
that binds one party to pay a fixed sum of money to 
another party on demand or at a predetermined date 
2) Insurance Policy 
b 


a commercial document issued by a seller to a buyer, 
relating to a sale transaction and indicating the 
products, quantities, and agreed prices for products 
or services the seller had provided the buyer 
3) Invoice 
c 


a document declaring in which country a commodity 
or good was manufactured 
4) L/C (Letter of Credit) d 


a legal document issued by a carrier to a shipper that 
details the type, quantity and destination of the goods 
being carried 
5) Packing List 
e 


a proof that what you are shipping is, in fact, what 
the customer ordered, and is also of good quality 
6) Inspection Certificate of Quality f 


a document that contains the agreement that an 
insurance company and a person have made 
7) CO (Certificate of Origin) g 


a document which details the contents, and often 
dimensions and weight, of each package or container 
8) Bill of Exchange (Draft) h 


a letter issued by a bank to another bank (typically 
in a different country) to serve as a guarantee for 
payments made to a specified person under specified 
conditions 
102商务英语 


Reading 2Reading 2
D&M Fashion is an English company that makes accessories. One of its customers, an Italian 
shop, has sent them an order. Let’s look at the documents in the transaction. 

The Invoice 

D&M Fashion 


Invoice No.: 45/A 
www.dandm.com 

Invoice Date: 14 April 2020 
15 Lockett Street 
Manchester, M8 8EE 

Order No.: 66/11 
Tel.: 0161 8349652 

Order Date: 2 March 2020 
Fax: 0161 8349655 
info@dandm.com 

Buyer: 
Nonsologioielli 
Via Oriani 35 
48121 Ravenna 
Italy 

Quantity Art. No Description Unit Price Total Price 
40 A52 ear ring ￡12.50 ￡500.00 
50 A55 ear ring ￡10.90 ￡545.00 
35 G63 ring ￡7.80 ￡273.00 
65 H87 bracelet ￡22.40 ￡1456.00 
Total: ￡2774.00 

Payment Terms: bank transfer 30 days from invoice date 

The Payment Document 

As we know from the invoice above, Nonsologioielli has to pay by bank transfer 30 days from 
the date of the invoice. 

Deutsche Bank 
C.so Cavour 58 
8121 Ravenna 
Italy 
Customer’s name: NonsologioielliIBAN IT57S0100503392000000218192 
BIC: BDMRIT3GXXX 
Amount to pay: ￡2774.00Reference: Invoice No. 45/A of 14/04/2020 
Beneficiary’s name: D&M FASHION 
Beneficiary’s IBAN: GB15400515128834735678Bank name: Allied Banks plcBIC: ALBS8355XXX 
Unit 9 Trade Documentation 103 



MY GLOSSARY 
accessory n.配饰；附件，配件
Manchester n.曼彻斯特（英格兰西北部一
大城市）
Ravenna n.拉文那（意大利东北部港
市）
ear ring耳环；耳饰
ring n.戒指；环状物
bracelet n.手镯，手链
IBAN (International Bank Account 
Number) abbr.国际银行账号
BIC (Bank Identification Code) 
abbr.银行识别码
beneficiary n.受益人
allied adj.联盟的
plc (public limited company) 
abbr.公共股份有限公司
MY GLOSSARY 
accessory n.配饰；附件，配件
Manchester n.曼彻斯特（英格兰西北部一
大城市）
Ravenna n.拉文那（意大利东北部港
市）
ear ring耳环；耳饰
ring n.戒指；环状物
bracelet n.手镯，手链
IBAN (International Bank Account 
Number) abbr.国际银行账号
BIC (Bank Identification Code) 
abbr.银行识别码
beneficiary n.受益人
allied adj.联盟的
plc (public limited company) 
abbr.公共股份有限公司
6 Look at the invoice in Reading 2 and answer the questions. 

1) What’s the exporter’s name? 
2) What’s the importer’s name? 
3) Where are the two companies based? 
4) When is the invoice issued? 
5) When did the buyer send his order? 
6) What are the invoice and the order numbers? 
7) How many different types of articles does the buyer buy? 
8) What is the most expensive article? 
9) How does the buyer pay? 
10)What is the total amount of the invoice? 


7 Complete this text summarising the invoice in Reading 2. 

This document is a(n) (1) ____________________________ sent by (2) ____________________________ 
to one of its customers called (3) _________________________________. The invoice is issued on 

(4) ___________________________ 2020 and it refers to order No. (5) _____________________________ of 
(6) ________________________ 2020. The Italian customer buys earrings, (7) ________________________ 
and (8) __________________________ for a total quantity of (9) __________________________ items and 
for a total amount of (10) ￡ __________________________. 
104商务英语 


8 
Look at the bank transfer issued by their bank. What do IBAN and BIC stand for? Use 
some of the words in the box. 

number amount international customer account 
identification identifier nation code bank 

IBAN: ___________________________________________________________________________________________ 
BIC: _____________________________________________________________________________________________ 

9 
Complete the sentences which describe the payment document in Reading 2. 

1) This document is a(n) 
5) This amount refers to 

2) It is issued by 
6) The bank that receives the amount is 

3) This bank transfer is ordered by 7) The English bank transfers the amount 
__________________________________ to the account of _______________________ 
4) The bank transfer is for the amount of 

Unit 9 Trade Documentation 105 

Listening Listening 
10Listen to the dialogue between Diana Downing and her colleague Bob who 
work for the courier transporting the goods ordered by Nonsologioielli. They 
are writing the air waybill. Complete the air waybill. 


406 – 0000 0000 
Consignor’s name: 548 – 4310 – 9022 
(1) ____________________ Air waybill 
15 Lockett Street issued by: 
Manchester, M8 8EE UK World Courier 
72 Maple Road 
Manchester M3 2BY 
Consignee’s name: 
Nonsologioielli 
Via Oriani 35 
(2) ____________________ Ravenna 
Italy 
Airport of departure: (3) ___________________ Airport of destination: (4) ___________________ 
Flight no.: BA 399 Flight Date: (5) ____________________ 2020 
No. of packages Gross weight Nature and Quantity of Goods 
(including dimensions or volume) 
(6) ___________________ (7) ___________________,80kg 1 box 40cm x 30cm x 15cm 
Signature of Issuing Carrier: _________________________ Date: (8) ________ /04/2020 
406 – 0000 0000 
Diana Downing 
N.O.3 
ORIGINAL FOR SHIPPER 
11 Listen to the dialogue again, and find the following information. 

1) The number of the air waybill and date issued: 
2) The name of the courier: 
3) Where the goods leave from: 
4) When the goods leave: 
5) Where the goods arrive: 
6) The number of boxes, their weight and dimensions: 



106商务英语 


Writing Writing 
12Suppose you are a staff of D&M Fashion. Fill in the invoice No.98/A according to the 
following order No.89/21 on 19 Jan. 2020. 

Tianjin Hetian Import and Export Corp. Order No.: 89/21 
35 Weijin Road 
Nankai District 
Tianjin 300071 
China 
Tel: +86-022-6467-3474 
Fax: +86-022-6457-3475 
11　Jan. 2020 


D&M Fashion 
15　Lockett Street Manchester, M8 8EE 


Dear Sirs: 

We wish to thank you for your offer of 5 Jan. 2020 offering us 100 H98 silver bracelets at .135.60 per piece. 
We find your offer satisfactory and are pleased to give you trial order for the following items: 

Description Art. No. Quantity Unit Price Total 
Silver Bracelets H98 100 pieces .135.60 .13,560.00 
Total .13,560.00 

Our usual terms of payment are by transfer 30 days from invoice date. 
We hope to place further and large orders with you in the near future. 
We are looking forward to your early reply. 


Yours sincerely, 
Wang Lin 
Import and Export department 
Tianjin Hetian Import and Export Corp. 


D&M Fashion Invoice No.: (2) 
www.dandm.com Invoice Date: (3) 
15 Lockett Street 
Manchester, M8 8EE Order No.: (4) 
Tel.: 0161 8349652 Order Date: (5) 
Fax: 0161 8349655 
info@dandm.com 
Buyer: (1) 

Quantity Art. No Description Unit Price Total Price 
(6) (7) (8) (9) (10) 
Total: (11) 

Payment Terms: bank transfer 30 days from invoice date 

Unit 9 Trade Documentation 107 



Speaking Speaking 
13 Discuss the differences of payment by L/C and payment by remittance. Then choose 
one of the team members to make a presentation on behalf of your team. 

108 商务英语 

Technical Terms Technical Terms 
1 

Transaction documents are a series of documents provided by the seller or the buyer or any 
other related third par in order to fulfill the transaction. 

2 
Invoice is a document issued by a seller to the buyer that indicates the quantities and price of 
the products or services provided by the seller. 

3 
Air waybill (AWB), also known as air consignment note, is a document that accompanies goods 
shipped by an international air courier to provide detailed information about the shipment. 

4 
Bank transfer is the process or action of moving money from one bank account to another with 
detailed document acted as a confirmation of payment. 

Unit 9 Trade Documentation 109 

UNIT 10Applying for a Job 
110 商务英语 
UNIT 10Applying for a Job 
110 商务英语 

Unit 10 Applying for a Job 111 
Learning Objectives 
Upon completion of the unit, students will be able to: 
. outline job application process; 
. write application email and personal CV for a position; 
. understand common questions in job interviews and give 
proper answers. 
Unit 10 Applying for a Job 111 
Learning Objectives 
Upon completion of the unit, students will be able to: 
. outline job application process; 
. write application email and personal CV for a position; 
. understand common questions in job interviews and give 
proper answers. 

112 商务英语 112 商务英语 
Starting Off 
When you finish university, you will look for a job. In this unit you may be studying job application. The 
first step will be contacting the company you want to work for. But do you know exactly how to write a job 
application which is a proposal to work for them? 

1 The application process involves different steps. How do you think this process works? 
Put the steps in the correct order. 

The company reads your application, thinks you could be the right person and contacts you for 
an interview. 
You accept and start working for them. 
They contact you and offer you the job. 
You go to the interview. 
You send your application. 
You read an advertisement in which a company looks for a computer programmer. 
Your interview is successful. 
We can say that the three main steps in the application process are: 
1) Advertisement 
2) Application 
3) Interview 


Reading 1Reading 1
First Step: The Advertisement 

Job advertisements can be found on the Internet, on special sites or on company sites, but also 
in newspapers and magazines. 

Ads 

Unit 10 Applying for a Job 113 
MY GLOSSARY 
cashier n.出纳员
administrative adj.管理的；行政的
diploma n.毕业文凭；文凭课程
staff n.全体职工；（学校）行政
人员
various adj.各种不同的，
各种各样的
shift n.轮班；改变
vacancy n.（职位）空缺，空职；空房
JOB: bank cashier 
COMPANY: Walkers Bank 
LOCATION: Boston 
TERMS: Permanent / Full-time 
DUTIES: customer service and administrative duties 
EDUCATION: high school diploma 
SKILLS: good knowledge of banking computer 
systems 
Click here to apply or send an email plus CV 
to Staff Manager, walkersbank@wb.org 
Walkers Bank 
Experienced café staff 
needed to work at 
Party Café in Manchester. 
You will be required to work 
from the end of November 
till the 23rd December. 
There are various shifts and times available. 
Many of the shifts are in the evening allowing 
you to work around your studies or another job. 
Part time vacancies available. 
Email your application and CV to 
jobs@cafebar.uk 
Party Café 

2 Read the two advertisements and answer the questions. 

1) Which job is better for a student? 
2) Which job is full-time only? 
3) Which job is not permanent? When are you required to work? 
4) Which job does not require a school diploma? 
5) How can you apply for both of them? 


3 Fill in the form with the abbreviations and Chinese translations of the terms. 

Term Abbreviation Chinese 
1) advertisement 

2) Curriculum Vitae 

3) corporation 

4) part time 

5) full time 

6) one thousand 

7) department 


8) Monday-Friday 

9) words per minute 
10) over time 

4 Complete the sentences with the abbreviations in the above form. 

1) There are 8 staff in the HR ____________. 
2) I have known your name and address from the ____________ in the newspaper. 
3) My average speed went from roughly 80 ____________, to over 120 after practice. 
4) Most of us work for 8 hours a day, ____________. 


5) You’d better enclose your ____________ with the application letter. 

114商务英语 


5 Match the job titles on the left to the job descriptions on the right. 

1) Receptionist 

2) International Documentation 
Specialist 
3) Secretary 

4) International Sales 
Representative 

5) HR clerk 

6) Marketing Assistant 

a 


dealing with international clients and searching for 
suitable sales trade opportunities within the company 
and from the clients abroad 
b 


assisting in organising marketing campaigns, planning 
marketing strategies and tracking marketing programs 
c 


placing job ads on careers pages, updating employee 
records and assisting in payroll preparation 
d 


preparing documentation for exportation to the 
foreign country, customs clearance and payment 
collection for all applicable parties 
e 


handling correspondence and manage routine and 
detail work for a superior 
f 


answering calls and fielding them accordingly, 
addressing visitor questions and needs, and providing 
an overall welcoming environment 
Unit 10 Applying for a Job 115 

Reading 2Reading 2
Second Step: The Application 

After reading a job advertisement, if you are interested in the job, you send your application, 
usually by email. Your application must include a CV (Curriculum Vitae). This is a document with 
information about you and your work history. A CV must be clear and easy to read, so it must be 
organised into sections. 

Applications 

Dear Sirs, 
_____________ 
I saw your advert on your site and I am interested in 
the post of bank cashier. 
_____________ _____________ 
I hope you will appreciate both my educational 
qualifications—I have a degree in Economics from 
Boston University—and my two years’ experience in 
the field of banking. 
_____________ 
My computer skills are excellent and I can speak 
Russian well. 
_____________ _____________ 
I attach my CV and two references. 
_____________ 
I look forward to meeting you for an interview. 
_____________ 
Regards, 
Mary Burton 
_____________ 
Dear Staff Manager, 
_____________ 
I am writing to apply for the post of bank 
cashier advertised on your site. 
_____________ _____________ 
As you can see from my CV, I got a high school 
diploma in 2009. Since then I have been 
working as a bank cashier for a major bank 
here in Boston where I deal with customers’ 
accounts and sell financial products. 
_____________ 
I hope you will contact me for an interview. 
_____________ 
Best regards, 
Paul Ascott 
(1) 
(2) 
(6) 
(7) 
(8) 
(9) 
(10) 
(11) 
(3) 
(4) 
(5) 
116商务英语 


CVs 


PERSONAL DETAILS PERSONAL INFORMATION 
NAME: Paul Ascott Ms Mary Burton 
DATE OF BIRTH: 3/11/1991 Born in Boston on 15th June 1986 
ADDRESS: 15 Park Avenue, Married 
Boston 35 San Diego Rd – Boston 
PHONE NO. 359 992177 (617) 466 2481 
EMAIL: paul.ascott@gmail.com mburton@hotmail.com 

EDUCATION EDUCATION 
2004-2009 High School Diploma— High School: 2000 – 2005 Parker High School, Boston 
High School West, Boston University: 2005 – 2009 Degree in Economics, Boston University 

PROFESSIONAL EXPERIENCE EMPLOYMENT 
2009—present Atlantic Bank, 2009 – present investment consultant at DT Bank—I assist customers in 
163 High Street, Boston—bank investments 
cashier 
Duties: dealing with customers’ SKILLS 
accounts, Languages: Good Russian both written and spoken 
selling financial products Computer: Certificate in Microsoft Office 

SKILLS REFERENCES George Brown Gordon O’Neal 
good knowledge of standard office Teacher of Economics Manager 
software Boston University DT Bank State Street 
(617) 455 6002 (617) 430 8832 
gbrown@bu.com gordononeal@dtbank.com 

Third Step: The Interview 

If your application is successful, the company will contact you for an interview before deciding 
whether to give you the job. 

6 Look at the items of information from a CV and put them in the appropriate sections. 

— Excellent English both written and spoken 
— Email: c.parker@topmail.com 
— 2008-present: accountant at French Foods, 11 Avenue St Antoine, Nantes 
— M. Gaston Artois, Directeur Général at French Foods 
— 2007: High school diploma in accountancy from Lycée Saint-Louis, Tours 
Personal information 

Section Information 
Work experience 

Education 

Skills 
References 

Unit 10 Applying for a Job 117 



7 
Two people have decided to apply for the post of bank cashier from the first advertisement 
in Reading 1. Read the two applications in Reading 2 and fill in the blanks with the 
help of the words and phrases in the box. Be noted that some of them can be reused. 

attachments education work experience skills 
references closing salutation (opening greeting) 
opening (source of information + type of job) hope for interview 

(1) 
_________________________________ 
(2) 
_________________________________ 
(3) 
_________________________________ 
(4) 
_________________________________ 
(5) 
_________________________________ 
(6) 
_________________________________ 
(7) 
_________________________________ 
(8) 
_________________________________ 
(9) 
_________________________________ 
(10) _________________________________ 
(11) _________________________________ 
8 
Complete the sentences with words or phrases from the box. 

apply application deal with attach look forward to 
interview advertisement duties skills knowledge 


1) I _____________ copies of my diplomas. 
2) I have good _____________ of French and Italian. 
3) My _____________ include organising meetings and events and advertising. 
4) I would like to _____________ for the post of computer programmer. 
5) I saw your _____________ in The Daily Telegraph and I am applying for the post of secretary. 
6) I _____________ your reply. 
7) I am available for a(n) _____________ at any time. 
8) In my present job, I _____________ accounts. 
9) Excellent computer _____________ are required. 
10)Please send your _____________ to this email address. 


118 
商务英语 


9 Please look at the CVs that Paul Ascott and Mary Burton have attached to their applications 
in Reading 2. Read them and tick (√) the table appropriately. 

10This is a list of typical questions during a job interview. First match the topics in the 
box to the questions. Then listen to an interview and match proper answers a–j 
to the questions. There may be more than one answer for each question. 
Skills Work experience Education Interest in the job 
Listening 
Who: Paul Ascott Mary Burton 
has a degree? 

is still working? 

does not provide any references? 

can speak a foreign language? 

is married? 

has experience as a bank cashier? 

can use a computer? 
lives in Boston? 

Questions 

1) What are your qualifications? Education e, f 
2) What school did you attend? 
3) Tell me about your experience. 
4) What work experience have you got? 
5) What are your duties? 
6) What experience have you got in this field? 
7) Do you speak any foreign languages? 
8) What are your computer skills and what programs can you use? 
9) Why do you want this job? 
10)What interests you about this job? 


Answers 

a I am familiar with all the main computer programs. 
b I have a good knowledge of computers. 
c I think this job will improve my skills. 
d I want to get experience in this field. 

Unit 10 Applying for a Job 119 



e I have a diploma in accountancy (and a degree in Economics). 
f I went to ITC Pascoli in Milan and got my diploma 3 years ago. 
g I worked for an import-export company called BC Ltd. from 2008 to 2010. 
h I have several years of office experience. 



i 

I am responsible for/My duties are entering data into the computer and preparing statistical 
reports. 

j Yes, I can speak English fluently. 

11 Listen to Michael Green’s interview for a job as an office clerk and decide if the 
statements are true (T) or false (F). Correct the false statements. 

1) Michael is 32. 
2) He finished school 2 months ago. 
3) He was a shop assistant in a sports store. 
4) He has been working as a clerk since he stopped working for SportCentre. 
5) He wants to leave his job because he wants to improve his office skills. 
6) In his present job he does not use a computer. 
7) He has no experience of office work. 
8) He is good with computers. 
9) He can’t speak Italian. 
10)He will be contacted in a couple of months. 


Writing 
12 Now, you have decided to apply for the post of a bank cashier. Write your application 
email and CV using the information below. Use the layout and vocabulary from the 
emails and CVs in this unit for your help. 

— you have read the advertisement on the Internet 
— you are 25, from Boston 
— you have a high school diploma 
— after school you worked for 3 years as a representative for a videogame company, then for 2 
years as a bank clerk with administrative duties for a bank in Boston 
— you have excellent computer knowledge 
— you attach 1 reference 
120商务英语 


Speaking Speaking 
13 Now imagine you have applied for a job as a shop assistant in a music shop in London. 
Complete your interview with the missing words and phrases. 

Interviewer: Good morning and welcome. 
You: (1) _____________. 
Interviewer: I’d like to ask you a few questions. Let’s start with education. What (2) _____________. 
qualifications? 
You: I (3) _____________. 
Interviewer: Fine. And (4) _____________ in this field? 
You: I (5) _____________. 
Interviewer: Can you tell me about your computer (6) _____________? 
You: (7) _____________. 
Interviewer: That’s great. Now, you can speak good English, but can you speak any other 
(8) _____________? 
You: (9) I _____________. 
Interviewer: I see. Now, one last question. Why (10) _____________? 
You: (11) _____________. 
Interviewer: OK. That’s all for now. Thank you for coming. We’ll contact you soon. 
You: Thank you very much. 

Unit 10 Applying for a Job 121 
Technical Terms 
1 CV (Curriculum Vitae) is a short document that describes your education, qualification, work 
experience, etc. 
2 Duty refers to something that you have to do as part of your job. 
3 Reference is a formal recommendation by someone who knows you well to a potential future 
employer about your abilities, dependability, etc. It also refers to a person who writes this 
recommendation. 
4 Attachment is a file or document that is attached to a message or an email. 
5 Certificate is an official document that you receive when you have completed a course of study 
or training.