《步入商界》讲义Unit11

常州大学院教案

Lesson 11 Analyzing Your Competitors (第十一课分析竞争对手)

ASKING QUESTIONS ABOUT COMPETITORS 询问竟争对手的情况

DESCRIBING SIMILARITY 描述相似性

EXPRESSING POSSIBILITY 表达可能性

In this unit...

Don, Kate, Derek and Edward have a meeting to discuss Dealer Dan.

Clive gives an old friend a lift.

He asks some questions and gets some new information about Dealer Dan.

DEREK JONES: The technology is the same as ours. I have never seen two products which are so similar. In concept and design there are no basic differences. None.

However I have examined the components and the XR590...

德里克?琼斯：技术和我们的一样。我从没见过两个如此相象的产品。在理念和设计上没有根本的不同。没有。但是，我检验过部件和XR590……

KATE MCKENNA: What is the XR590?

凯特．麦凯纳：XR590是什么？

DEREK JONES: The XR590 is the power source which drives Dealer Dan. I think it has a few weaknesses. It’s not as good. In my opinion it’s not reliable enough for

children.

德里克?琼斯：XR590是驱动“商人丹”的能量源。我认为它有几个弱点还不是很完善。我看对儿童来讲还不足够可靠。。。

DON BRADLEY: Exactly how unreliable is it?

堂?布拉德利：具体讲，怎么个不可靠法？

DEREK JONES: I can’t say exactly. I haven’t completed the tests yet. It’s too early to say.

德里克?琼斯：我说不出来。我还没完成测试。现在说为时太早。

KATE MCKENNA: Will it affect their sales?

凯特．麦凯纳：这会影响他们的销售吗？

DON BRADLEY: Derek?

堂?布拉德利：德里克？

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

德里克?琼斯：我想最初的6个月不会有太大的影响。

KATE MCKENNA: It’s the first six mont hs that are important.

凯特．麦凯纳：最初的6个月才是重要的。

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

堂?布拉德利：爱德华，你认为他们的包装怎么样？

EDW ARD GREEN: Well, plenty of bright colours. It’ll have a lot of impact at point of sale.

爱德华?格林：色彩很鲜艳。在现场销售时会有很强的冲击效果。

GERALDINE: I’m afraid they are all meeting at the moment. No, I’m sorry, I don’t know what time it will finish. I’ll put you through to Mr. Harris’s secretary, and she can

make an appointment for you. Please hold the line.

杰拉尔丁：恐怕他们现在都在开会。不，对不起，我不知道会议什么时候结束。我给你转到哈里斯先生的秘书，她可以为你安排约会。请不要挂机。

CLIVE HARRIS: It’s n ice to see you again, Peter. It’s been a long time.

克莱夫?哈里斯：很高兴再见到你，皮特。好久不见了。

PETER DAY: How are things at Bibury Systems?

皮特．戴：Bibury系统公司运转的怎样？

CLIVE HARRIS: V ery interesting at the moment.

克莱夫?哈里斯：正处在非常有趣的时期。

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

皮特．戴：我听说你们要和日本的一家不错的公司合伙。

CLIVE HARRIS: T hat’s not exactly true...Peter, are you still doing consultancy work?

克莱夫?哈里斯：也不全是这样……皮特，你还在做顾问业务吗？

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

皮特．戴：是啊。我还没退休啊！

CLIVE HARRIS: L ook, can I give you a lift back? We haven’t had a chance to chat for a long time.

克莱夫?哈里斯：那，我开车送你回去，好吗？我们好久没机会一起谈谈了。

DON BRADLEY: What’ve you found out about their marketin g strategy?

堂?布拉德利：你对他们的营销策略有什么发现吗？

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

凯特．麦凯纳：他们已经安排了一场电视广告推广。

DON BRADLEY: Who with?

堂?布拉德利：和谁一起？

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

凯特．麦凯纳： E.G.N.C. 他们一直用的那家公司。

DON BRADLEY: When is it scheduled?

堂?布拉德利：定在什么时候?

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

凯特．麦凯纳：下个月的某个时候，但还没查到具体的日期。

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

堂?布拉德利：有没有听说他们在电视广告上的花费是多少？

KATE MCKENNA: I don’t know.

凯特．麦凯纳：不知道。

GERALDINE: No, I’m sorry, they’re still in a meeting. I don’t know how long they’ll be. Let me take your number and I’ll get one of them to call you back.

杰拉尔丁：不，对不起，他们还在开会。不知道还要开多久。我记下你的号码，我会让他们中的一个打回给你。

PETER DAY: It’s good of you to give me a lift.

皮特．戴：你真好，开车送我。

CLIVE HARRIS: I t’s no problem. Are you still doing consultancy work for J.K. Toys?

克莱夫?哈里斯：没什么。你还在为J.K.玩具公司做顾问工作吗？

PETER DAY: I wondered why you were going out of your way to give me a lift.

皮特．戴：我正在想你为什么大老远地送我，又不顺路。

CLIVE HARRIS: W ell, are you?

克莱夫?哈里斯：嗯，你还在做吗？

PETER DAY: Technically no. I’ve just finished. But that work was confidential.

皮特．戴：可以说不做了。我刚做完。但那项工作是保密的。

CLIVE HARRIS: Y es, of course. You could be working for us, you know, I might need a consultant.

克莱夫?哈里斯：是的，当然。你可以为我们工作，要知道，我们也可能需要顾问。PETER DAY: Really?

皮特．戴：真的？

CLIVE HARRIS: W ell, perhaps. I might need an idea of the best way to react to Dealer Dan.

克莱夫?哈里斯：嗯，或许。我需要一个反击“商人丹”的最佳方式的点子。

PETER DAY: How did you get to hear about that?

皮特．戴：你怎么知道的？

CLIVE HARRIS: A customer. Do you know that Dealer Dan is very like a new toy we have developed? Dealer Dan could hurt us badly. I don’t want any secrets. I don’t

want to compromise you, I just want some general information.

克莱夫?哈里斯：一个顾客告诉我们的。你知道“商人丹”跟我们的一款新玩具很相似吗？“商人丹”可以重创我们。我不要任何秘密。我不想为难你，我只想要些大面上

的信息。

PETER DAY: How general?

皮特．戴：怎样才算大面上的信息?

KATE MCKENNA: We know their selling price, but what’s their unit cost?

凯特．麦凯纳：我们知道他们的销售价格，但他们的单位成本是怎样的？

DON BRADLEY: Derek, what’s your estimate?

堂?布拉德利：德里克，你的估计是多少?

DEREK JONES: I can’t say. I don’t know what their production run is. We haven’t had that information yet.

德里克?琼斯：说不上来。我们还不知道产量是多少。我们还没有这方面的资料。

DON BRADLEY: Well, Big Boss’s production run i s three hundred thousand. Will they produce three hundred thousand? Or more?

堂?布拉德利：“大老板”的产量是30万。他们会生产30万吗？或者更多？

DEREK JONES: I don’t know the answer to that one. At that retail price they have to sell a lot of toys.

德里克?琼斯：这个我不知道。以那样的零售价，他们要售出很多玩具才行。

D ON BRADLEY: It can’t be less than 300 thousand, can it?

堂?布拉德利：但不能少于30万，对吧？

PETER DAY: Thanks for the lift, Clive.

皮特．戴：谢谢你送我，克莱夫。

CLIVE HARRIS: Y ou are something of a specialist in the Far East, aren’t you?

克莱夫?哈里斯：你在远东是名专家，对吧?

PETER DAY: You could say that.

皮特．戴：也可以这样说。

CLIVE HARRIS: W ell, when this deal with this Japanese company is settled, we might need your help. We shall need a consultant to help set things up. Of course, the success of

Big Boss is a very important part of the deal.

克莱夫?哈里斯：我们和日本公司的交易完成后，我们或许会需要你的帮助。我们需要一名顾问处理事情。当然，“大老板”的成功是这项交易的一个重要部分。PETER DAY: When might this happen?

皮特．戴：那会是什么时候？

CLIVE HARRIS: T hat depends.

克莱夫?哈里斯：这个要看情况。

PETER DAY: The production run is 300,000 units.

皮特．戴：产量是30万件。

CLIVE HARRIS: A nd the advertising budget?

克莱夫?哈里斯：广告预算呢？

PETER DAY: Clive, I don’t know. Really, I don’t know.

皮特．戴：克莱夫，不知道。真的，我不知道。

★★★★New words and expressions生词和短语★★★★

drive 驱动reliability 可靠性weakness=fault packaging 包装partnership 合伙人

consultant 顾问do consultancy work 做顾问工作give a lift 搭便车chat 聊天（非正式）

technically 技术上的，学术上的confidential 机密的compromise 连累，妥协budget 预算

estimate 估计，估价

selling price = offering price 卖方出价

retail price 零售价

retailer = retailer dealer

production run 产量

unit cost 单位成本

What do you want to know about your competitors?

According to the limited knowledge provided by Mr. Smith, Bibury Systems may have realized that its rival JK Toys and its product Dealer Dan are competitively threatening.

However, how much and how well they know about Dealer Dan will affect their responding changes in launching Big Boss, including marketing strategy, pricing strategy, launch date, etc. What information does Bibury Systems have to analyze on Dealer Dan?

Discussing

Don, Kate, Derek and Edward have a meeting to discuss Dealer Dan.Clive gives an old friend a lift.

Learn to ask: Ask questions about our competitor JK Toys and its new product Dealer Dan to get more information.

Related Questions

technology

Market strategy

production

Useful Words And Expressions

Basic differences 根本区别

Examine 检测，检查

Weakness 弱点，缺点

Reliable 可靠的

Packaging 包装

Have a lot of impact 有巨大的影响

Consultancy 咨询

Give a lift 让…搭便车

Advertising campaign 广告宣传活动

Technology

What is the XR590? Why does Derek think the XR590 is not as good?

The XR590 is the power source which drives Dealer Dan. It’s not reliable for the children.

Exactly how unreliable is it?

I can’t say exactly. I haven’t completed the tests yet. It’s too early to say.

Will it affect their sales?

Yes, but not much in the first six months, I suppose.

What’re Clive’s moves?

Clive is meeting Peter, who is assumed to get hold of important information about JK Toys. Watch the dialogue between Clive and Peter and Answer these questions:

1. What does Peter do?

2. What does Clive offer to Peter?

Market strategy

Packaging

Advertising

Advertising budget

Selling price

A meeting is held by Bibury Systems staff to discuss the countermeasures to react to Dealer Dan from JK Toys. Watch the video and answer the following questions:

what does Edward think of their packaging?

What has Kate found out about their marketing strategy?

With whom have they scheduled a television advertising campaign?

When is it scheduled?

Has Kate heard what they are spending on TV advertising?

How much does Peter know?

The following dialogue between Clive and Peter shows Clive’s communication skills and negotiation ability.

Let’s take a look at the video and learn the way how Clive elicit JK Toys’ critical inf ormation from Peter.

New words and expressions(2)

partnership 合伙人/合伙关系

retire退休

chat 聊天

give sb. a lift 搭便车,开车送人

do consultancy work 做顾问工作

technically 在理论上

confidential 机密

react to反击,与...起反应

compromise: to make someone seem dishonest or not sincere 连累，损害

compromise sb’s reputation

specialist专家

specialize in专攻…

Who does Clive say told him about Dealer Dan?

What sort of information does he say he wants?

How does Clive encourage Peter to give him the information he needs?

I don’t want any secrets. I don’t want to compromise you, I just want some general information. Production

Unit cost

Production run

Expressions to learn(3)

Selling price 卖价= offer price

Retail price 零售价

Retailer 零售商

Retailer dealer 零售商

Production run 产品产量

Unit cost 单位成本

The meeting

What’s their unit cost?

What’s Derek’s estimate?

Will they produce three hundred thousand? Or more?

At that retail price they have to sell a lot of toys. It can’t be less than 300 thousand.

Clive’s strategy

While the others are working out counter-measures against Dealer Dan, Clive tries to get more information from Peter, who did consultancy work for J K Toys. Thus, Clive gives incentives to Peter to make him split more information about JK Toys with Dealer Dan.

Let’s find out through the video .

Does Clive get any information about Dealer Dan?

What is Peter Day a specialist in? Is this useful for Clive? Why?

What information does Peter give?

Did Peter tell Clive the advertising budget?

What does Bibury Systems know about JK Toys marketing strategy?

Dealer Dan:same technology and concept

Launch date:20th Jan

Packaging:bright colors are used

Promotion: TV ad campaign

Advertising expenditure:unknown

Production run:unknown

What does Clive offer to Peter?

you could be working for us. I might need a consultant.

I don’t want to compromise you.

Peter is a specialist in the Far East. And if the deal with the Japanese company is settled, Bibury Systems needs a consultant to help set things up. ( A job offer)

Assignments

Imitate the video in groups.

七年级英语上册 unit11 知识点汇总

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9“all+时间名词”结构的短语有：allnight整夜 allda整天 0lvetdsth喜爱做某事 lietdsth喜欢做某事 1listentsb听某人（说、唱、弹奏乐器等） 2athrningTV看早间电视 3intherning在早晨，在上午intheafternn在下午intheevening在晚上 4dher做家庭作业 nabut了解 6atarundsixfifteen在大约6:1 7tellsbabutsth告诉某人有关某事的情况 句式1hattie引导的询问时间的句型（答语要用具体的时间点） —hattiedugetup？—Igetupatsix’l —hattieisit？ —It’seightthirt 2 sthtaessbt…某物带某人去 ……Thebususualltaeshitrat19：1 3hen引导的询问时间的句型 —hendpepleusualleatdinner？

九年级英语全册知识点Unit13 We are trying to

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cut off 切断 cut up 切碎 cut out 删除 3.advantage 可数名词 have the advantage of 有……的有利条件 be to... advantage 对……有利 4.make a difference 起作用；有影响 make a difference （to...）

（对……）产生影响或作用 5.not only...but also... 不但……而且…… 连接两个对等的成分，also 可以省略 eg: I not only play tennis but (also) practise shooting eg: Not only Mr. Li but （also）his son loves the movie. 连接两个主语时，就近原则 eg:Not only does Miss Li like music, but (also) she likes sports 6.harmful do harm to 对……造成伤害 eg: Smoking will do harm to your health.

人教版九年级英语下册第13单元知识点梳理

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2016年九年级U11知识点

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