商务英语综合教程U.ppt

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1、U2,Activation _main,2,Do You Know These Sites?,Word Meaning Guess,Theme of the Unit,Activation _1.1,Ma Yun is thinking about these.What about you?,Internet,e-business,consumerism,Activation _1.2,Boom,Traffic,Portfolio,Whim,Do you know these words?Guess their meanings through the corresponding pictur

2、es.,Activation _1.3,Do you know these web sites?How can you make use of them?,Activation _1.4,Buzzlogic is an online advertiser.Buzz means what people are excitedly talking about.Obviously Buzzlogic aims to find logic in peoples online conversations,track popular topics,help its clients make adverti

3、sements and influence potential consumers buying behavior.,Activation _1.5,The internet can be regarded as the thickest and an ever-growing book that you can ever lay your hand on.Find it really a hassle to organize and memorize what you read online?delicious is one of your handiest tools.It is an s

4、ocial bookmarking service which makes your online reading experience tasty and delicious.,Activation _1.6,Sure,Salesforce is to boost your sales,but what is the cloud in the logo for?Salesforce offers CRM(Customer Relationship Management)solutions.However,it does not provide you with an expensive an

5、d mysterious software and keep pestering you to update and maintain it.All is done online.This is the so-called cloud service.,Text I_ warm up1,The Internet is rapidly evolving from a channel for content distribution to a platform for activity collaboration,publishing,sharing and innovation.It has c

6、urrently undergone a comprehensive software upgrade,representing several initiatives collectively known as Web 2.0.Simplicity and convenience are driving the rapid adoption of Web 2.0.In 2005 I started reading the blog of the CEO of Sun Microsystems,Jonathan Schwartz.At that time he said,Simplicity

7、changes the world.Convenience is a force multiplier.Kathleen Gilroy,TEXT I,Text I_ warm up2,Questions for Discussion:1.What do you think the Internet brings to humankind:convenience or trouble?Why?2.Have you ever heard of Web 2.0?What are the main features of it?,I think the Internet brings more tro

8、uble.I used to fill only a paper form to finish registration.Now,I have to fill two forms,one online,one in paper.,Web 2.0 is described as the second generation of the Internet.It features information sharing,user-centered design and collaboration online.,TEXT I,Text I_ warm up3,3.Do you know any ot

9、her expressions to represent different versions of a website,a software or a service?,The most commonly seen representation of versions is number,for example:Web 2.0,KMPlayer 2.9.4.1435,etc.However,there are other expressions,like G for generation in 3G and Beta for trial version in Google Chrome(BE

10、TA).There are tons of such jargons to represent the different versions of software and websites.You may explore them yourself online.,TEXT I,Text I_ BG_ main,2,What Is Google AdWords?,About the Author,TEXT I,Text I_ BG_1,About the Author Denise J.Deveau,Denise J.Deveau is an established freelance wr

11、iter in the North American business and technology sectors.She has more than two decades of communications experience,so she could capably handle a wide variety of writing,research and publication work in such fields as high technology,finance,retail,education,industrial,and consumerism.Her articles

12、 could be frequently seen in newspapers,magazines,corporate brochures,press releases and newsletters.,TEXT I,Text I_ BG_2.1,What is Google AdWords?,With Google AdWords,you can create and run ads for your business,quickly and simply.Run your ads on Google and its advertising network no matter what yo

13、ur budget,youll only pay when people click your ads.AdWords ads are displayed along with search results when someone searches Google using one of your keywords.Ads appear under Sponsored links in the side column of a search page.That way,youll be advertising to an audience thats already interested i

14、n your business.,Do you know anything about Google AdWords?What is it and how can you benefit from it?,TEXT I,Text I_ BG_2.2,This is where your ads appear.,TEXT I,Make your ads Add keywords Your Ads appear beside the keyword search results Potential consumers click your ads,Text I_ BG_3.1,TEXT I,To

15、launch Google AdWords service,you have to pay an activation fee of only￥50.00.Furthermore,every click on your ad costs you￥0.08(as of 2010).The price sounds acceptable,right?,Text I_ DR_1,TEXT I,Where Theres a Web,Theres a Way:A Business Guide to Getting Social,Denise J.Deveau,Kathleen Gilroy,cofoun

16、der of Swift Media Networks in Boston,eats,lives and breathes Web 2.0.Not only is her latest business venture focused on Web 2.0 services for conferences,but shes also used just about every Web-based tool there is to run her own various startups.With five full-time staff members,she has become a wel

17、l-seasoned user of blogs,wikis,collaboration tools and just about any other free or low-cost service she can make use of.,Text I_ DR_2,TEXT I,Whats interesting about Web 2.0 is that it gives you access to markets a small-business owner couldnt normally reach,Gilroy told the E-Commerce Times.Right no

18、w,her application portfolio includes:A wiki to coordinate efforts between programmers in Boston,Idaho and the Ukraine;Basecamp,a Web-based project management tools(about US$40 a month);Highrise to track contacts and activities(much like a small business version of S);and A collection of Google(Nasda

19、q:GOOG)tools(e.g.Google Docs spreadsheets,Google Notebook for blogging,Google AdWords for keyword searches,etc.).,Text I_ DR_3,TEXT I,On occasion she even touches base with people through Facebook and LinkedIn;and shes a fan of the likes of Twitter microblogging and del.icio.us social bookmarking se

20、rvice.Blogs for Dogs Gilroy has also applied her Web 2.0 thinking to help out a friend whose dog breeding business went downhill when some more tech savvy competitors made their names known.All it took was setting up a blog and registering the right keywords with Google AdWords,and business was soon

21、 booming again.,Text I_ DR_4,TEXT I,The tactic,according to Gilroy,was not about simply setting up a blog on a whim.Any small-business owner can use a blog as an online marketing tool,but its more effective to combine it with Google AdWords to drive traffic.A lot of professionals are also combining

22、Google AdWords with online scheduling services and seeing an enormous increase in profits.It pays to be specific.Its easy to start a blog,but its another to create an environment thats engaging enough to be an impactful part of your business,confirmed Bill Rielly,SMB Marketing Director for Microsoft

23、(Nasdaq:MSFT).Your efforts must be driven by core business needs and tightly aligning them with specific tactics.,Text I_ DR_5,TEXT I,Little Fish in a Big Pond Web 2.0,according to Rielly,has actually put small businesses at a decided advantage when it comes to reaching out and touching potential cu

24、stomers.Theyve taken the drivers seat by becoming the early adopters,he told the E-Commerce Times.Thats because Web 2.0 enables them to achieve a scale at an affordable price,which was never possible before.Microsoft Office Live Small Business tools launched this past February,for example,enable com

25、panies to get on the Web;generate branded e-mails;execute e-mail campaigns;create blogs,wikis and discussion forums;and market over the Internet through banner ads.Basic services are free of charge.,Text I_ DR_6,TEXT I,Keeping Your Eye on the Prize However,with a potential market of millions of cons

26、umers,the key to any Web 2.0 outreach is getting a handle on your goals and your real audience.There are some additional types of on-demand Web-based services that can help small businesses capitalize on the power of word-of-mouth referrals.If influential blogs in your particular market are where yo

27、u want to invest your limited marketing dollars,services like San Francisco-based BuzzLogic can help find the right influencers in the blogosphere for targeted outreach or advertising campaigns.As CEO Rob Crumpler explained,If you can identify and reach out to influencers on a one-on-one basis,it ca

28、n be very fruitful.With 100 million consumers actively reaching blogs,businesses need to know the right place to get to the right audience with the right message at the right time.,Text I_ DR_7,TEXT I,When targeting the blogosphere,he recommends that business first define their topic areas of intere

29、st and identify the key influencers in those areas.The next step is to understand the audiences.Once youve done your flight planning,then you can start doing outreach,Crumpler told the E-Commerce Times.A Brave New World Whatever the market of choice,at the heart of Web 2.0 is the fact that it helps

30、companies build communities,John Kembel,CEO HiveLive in Boulder,Colo.,an on-demand platform for building online communities,told the E-Commerce Times.You can tap into customers.You can compete and innovate efficiently and effectively.You can integrate blogs,forums,wikis and RSS feeds to support acti

31、vities that are unique to your products and ideas.,Text I_ DR_8,TEXT I,Even at this point,small businesses have barely scratched the surface of what Web 2.0 has to offer,Microsofts Rielly said.Delivery cycles are getting short,and were seeing a lot more tools and content for small business.Thats the

32、 exciting part.Were only in the first innings in terms of small businesses engaging in this stuff.,Text I_ DR_9,TEXT I,Where Theres a Web,Theres a Way,Do you know an aphorism which is quite similar with the sentence?What rhetorical device is used here?,Yes.Its Where theres a will,theres a way.(有志者，事

33、竟成。)Here,the title is a parody of the aphorism.This rhetorical device is widely used nowadays,especially in advertising.For example,Mitsubishi,Japans mobile company,has an ad Not all cars are created equal.which is a parody of a famous line from the Declaration of Independence All men are created eq

34、ual.,Text I_ DR_10,TEXT I,Not only is her latest business venture focused on Web 2.0 services for conferences,but shes also used just about every Web-based tool there is to run her own various startups.,Why is this sentence in inverted order?,Because this sentence begins with not only which conveys

35、negative meaning.Similar cases can be seen in sentences with nor,neither,hardly as their beginnings.,Text I_ DR_ S_ Perhaps,TEXT I,With five full-time staff members,she has become a well-seasoned user of blogs,wikis,collaboration tools and just about any other free or low-cost service she can make u

36、se of.,Paraphrase the sentence.Pay attention to the italicized part.,With only five full-time employees she could well manage the whole business by integrating online tools and utilizing free or low cost services.,Text I_ DR_ S_ in Britain 1,TEXT I,Gilroy has also applied her Web 2.0 thinking to hel

37、p out a friend whose dog breeding business went downhill when some more tech savvy competitors made their names known.,Paraphrase the sentence.Pay attention to the italicized part.,Gilroy also helped one of her friends who knew little about using online utilities to advertise her dog breeding busine

38、ss while her friends competitors obviously knew how to do it.,Text I_ DR_ S_ in Britain 2,TEXT I,Paraphrase the sentence.Pay attention to the italicized part.,The tactic,according to Gilroy,was not about simply setting up a blog on a whim.,Gilroy does not take setting up a blog as the result of a su

39、dden,random choice.,Text I_ DR_ S_ in Britain 3,TEXT I,Theyve taken the drivers seat by becoming the early adopters.,Paraphrase the sentence.Pay attention to the italicized part.,They have taken a prestigious position in the market because they were quick to learn new ideas.,Text I_ DR_ S_ in Britai

40、n 4,TEXT I,Were only in the first innings in terms of small businesses engaging in this stuff.,Paraphrase the sentence.Pay attention to the italicized part.,We are just beginning in finding out more online utilities to facilitate operation of small business.,Text I_ DR_ S_ in Britain 5,TEXT I,When t

41、argeting the blogosphere,he recommends that business first define their topic areas of interest and identify the key influencers in those areas.,Paraphrase the sentence.Pay attention to the italicized part.,If the business owner plans to set up a blog,he suggests that the owner do some research befo

42、rehand.First the owner should have a clear concept of his or her topic area and then he or she is to find out those bloggers who have great influence in that area.,Text I_ DR_ S_ Many armed,TEXT I,venture:n.a business project or activity,especially one that involves taking risks,These foreigners hav

43、e put forward a proposal for a joint venture.,venture:v.to expose to danger or risk;to brave the dangers of,Venture a small fish to catch a great one.,谚欲钓大鱼，先舍小鱼。,Text I_ DR_ S_ The New York,TEXT I,startup:n.a business or an undertaking that has recently begun operation,During the last two decades,m

44、any IT companies grew from tiny startups into multimillion corporations.,Theres an anagram(变形词)for startup.Do you know what it is and what does it mean?,The anagram of startup is upstart,which means a person of humble origin who gets rich quickly,equivalent to 暴发户 in Chinese.,Text I_ DR_ S_ It is ce

45、rtainly1,TEXT I,well-seasoned:a.having a lot of experience;skilled or knowledgeable through long practice,As a well-seasoned politician,Laird did not believe in fighting losing battles.Eric is a well-seasoned lawyer through years practice in courts.,Do you know any other words or phrases having the

46、similar meaning?,seasoned,experienced,versed,veteran,practiced;old hand;knowing the rope,Text I_ DR_ S_ It is certainly2,TEXT I,He constructed a theory in collaboration with his colleagues.The project has involved collaboration with the geography department.,collaboration:n.(in with;between/with)the

47、 act of working together,v.collaborate,a.collaborated,Can you guess the meaning through the word itself?,Text I_ DR_ S_ The modern,TEXT I,access:n.(to)1.means of approaching or entering(a place);way in,The village is easy/difficult of access.,2.opportunity or right to use sth or approach sb,Students

48、 must have access to a good library.,Try to translate the following phrases with access.,拥有的权利,have access to,gain/get access to,seek access to,deny/refuse(sb)access to,allow/grant(sb)access to.,获得的权利,谋求的权利,拒绝给予（某人）的权利,赋予（某人）的权利,Text I_ DR_ W_ entrepreneur,TEXT I,coordinate:v.(sth with sth)to cause

49、to function together efficiently,You have to coordinate your movements when swimming.We must coordinate our efforts to help the flood victims.,n.coordination,Text I_ DR_ W_ discriminate,TEXT I,the likes of sb/sth:(infml)a similar person or thing,Hes a bit of a snob and wont speak to the likes of me.

50、,他有点势利，不会和我这样的人说话。,Text I_ DR_ W_ apprentice,TEXT I,go downhill:to get worse,This part of the town used to be fashionable,but its starting to go downhill.,该市这一地区一度很繁华，如今已江河日下。,go uphill,Text I_ DR_ W_ connotation,TEXT I,Try to translate the following phrases with access.,advances/gains/rises/picks u