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Unit Eight Marketing (I)

Part I Pre-reading Questions 1. How can businesses attract more customers with similar products and services?

答案范例：With similar products and services, businesses can attract more customers by means of high quality, competitive price, diverse channel, and effective marketing. 2. Is branding important? Why?

答案范例：Yes, branding is important for the following reasons: a) Branding demonstrates a company’s promise to its customers. b) Effective branding promotes recognition.

c) Effective branding helps to build trust with customers.. d) Branding provides motivation and direction for the staff. 3. What makes a successful salesman?

答案范例：There are some key ingredients of a successful salesman, such as: a) They aim high.

b) They keep close contact with the customers. c) They pay close attention to market changes.

d) They collaborate extensively, both internally and externally. e) They are always on the lookout for the opponents.

Part II Extensive Reading 段落大意难句解析词汇

Text A

1. 主旨归纳

本文通过星巴克在遭遇困境时作出运营调整的事例，说明企业要想为股东创造长期价值，就必须为顾客和员工创造长期价值。

2. 结构分析

I. 要接近客户不是件容易的事，但星巴克老板霍华德·舒尔茨却极力做到这一点。（Para. 1） II. 星巴克近年来面临业绩下滑、顾客投诉增多的困境。（Paras. 2–3） III. 舒尔茨重掌帅印，提出差异化战略。（Paras. 4–6）

IV. 通过对星巴克运营模式的分析与反思，舒尔茨领悟到要想为股东创造长期价值，就必须

为顾客和员工创造长期价值。（Paras. 7–9）

3. 难句解析

(1) I’m walking up to a Starbucks with Howard Schultz when we spot a barista standing in the

parking lot, passing 11 cups of coffee through a car window. (Para. 1) 我和霍华德·舒尔茨正走向一家星巴克，这时我们看到一位招待站在停车场里，正把11杯咖啡递进一辆小车的窗户里。

lot [l?t] n. 一块（地），（作特定用途的）界定场地

e.g. If oil or gold is discovered under your lot, you can sell the mineral rights. 如果在你的地里发现石油或金子，你可以出售开采权。

(2) Its stock has slid some 40% in the past 12 months, shaving more than $400 million from

Schultz’s personal bean pile. (Para 2) 在过去12个月里，公司股价下跌约40%，舒尔茨的 个人资产蒸发超过4亿美元。 stock [st?k] n. 股本，资本

e.g. Two years later, when Compaq went public, their stock was valued at $38 million. 两年后康柏公司上市时，他们的股票价值为3800万美元。 shave [?e?v] v.（少量地）削减，调低

e.g. She’s already shaved four seconds off the national record for the mile. 她已经把1英里赛跑的全国纪录减少了4秒。

(3) But perhaps most hurtful have been the mounting complaints from customers, employees and

even Schultz himself that in its pursuit of growth, the company has strayed too far from its roots. (Para. 3) 但是，最伤人的可能还是那些越来越多的来自顾客、员工、甚至舒尔茨本人的抱怨：公司在追求发展的同时，已严重偏离了其根本。 mounting [?ma?nt??] adj. 上升的，增长的

e.g. There was mounting pressure on him to resign. 要求他辞职的压力越来越大。 stray [stre?] v. 偏离；迷路

e.g. This meeting is beginning to stray from the point. 会议开始偏离主题了。

(4) We are doing everything we can to differentiate Starbucks from everyone else that is

attempting to be in the coffee business... (Para. 5) 我们正尽己所能，使星巴克和其他试图在咖啡行业立足的品牌有所区别……

differentiate [?d?f??ren??e?t] v. 使不同，使有差别

e.g. What is it that differentiates these two substances?是什么构成了这两种物质的差别？ attempt [??tempt] v. 试图，尝试

e.g. I will attempt to answer all your questions. 我将努力回答你的全部问题。

(5) Of course, every change that Starbucks has made over the past few years…was made for a reason: to smooth operations or boost sales, two inescapable goals for a publicly traded company. (Para. 9) 当然，在过去几年中星巴克所作的每一次改变……都是为了同一个目的：使公司运作平稳，或提高销售额——这是任何一家上市公司的不二目标。

smooth [smu:e] v. 使顺利

e.g. He tried to smooth the way for his Prime Minister’s visit here. 他设法为他的总理访问此间铺平道路。 boost [bu:st] v. 促进

e.g. Lower interest rates can boost the economy by reducing borrowing costs for consumers and businesses. 低利率可以通过为消费者和商家降低借贷成本来促进经济发展。

4. 词汇注释

(1) put a jolt into the company 给公司打一剂强心针 (2) tapestry ['t?p?str?] n. 各种各样的人（或物）（这里social tapestry指“社会生活”） (3) shave [?e?v] v.（少量地）削减，调低 (4) apostle [?'p?sl] n. 热心的追随者 (5) start-up years 创业初期 (6) drip coffee 滴滤咖啡

(7) chief creative officer首席创意官 (8) core purpose核心目的

Text B

1. 主旨归纳

本文节选自《世界上最伟大的推销员》一书，介绍了羊皮卷上所列的有关营销秘诀和原则的六点要求。

2. 结构分析

I. 用全身心的爱来迎接每一天。（Paras. 1–5） II. 坚持不懈，直到成功。（Paras. 6–8） III. 我是自然界最伟大的奇迹。（Paras. 9–14） IV. 今天我将成为自己情绪的掌控者。（Paras. 15–19） V. 我要笑遍世界（Paras. 20–22）

VI. 我现在就会付诸行动（Paras. 23–28）

3. 难句解析

(1) My reasoning they may counter; my speech they may distrust; my apparel they may

disapprove; my face they may reject; and even my bargains may cause them suspicion. (Para. 4) 我的推理，他们可能反驳；我的言语，他们可能怀疑；我的穿着，他们可能反对，我的面孔，他们可能排斥；甚至我廉价出售的商品都可能引起他们的猜疑。 counter [?ka?nt?(r)] v. 反驳，驳斥

e.g. I tried to argue but he countered that the plans were not yet finished. 我试图争辩，但他却申辩说各项计划尚未完成。 distrust [d?s?tr?st] v. 不信任

e.g. I don’t have any particular reason to distrust them. 我没有任何特殊的理由不信任他们。 (2) …yet my love will melt all hearts likened to the sun whose rays soften the coldest clay. (Para.

4) ……然而我的爱会感动所有的心灵，就好像太阳的光芒能软化最寒冷的冻土一样。 melt [melt] v. 使（心等）软化

e.g. She melted at his kindly words. 听了他和蔼的话语，她的心软了。 clay [kle?] n. 黏土

e.g. As the wheel turned, the potter shaped and squeezed the lump of clay into a graceful shape. 随着轮盘的转动，陶工把那块黏土塑造、挤捏成了一个优雅的造型。

(3) Each frown I meet only prepares me for the smile to come. Each misfortune I encounter will

carry in it the seed of tomorrow’s good luck. (Para. 7) 每次看到的皱起的眉头就预示着接下来的笑容。每次遭遇的不幸，都会带来明天的好运。 frown [fra?n] n. 皱眉

e.g. Nancy shook her head, frowning. 南希摇摇头，皱着眉头。 encounter [?n?ka?nt?(r)] v. 遭遇

e.g. Every day of our lives we encounter major and minor stresses of one kind or another. 生活中的每一天，我们会遇到或大或小的这样那样的压力。

(4) Thus will I plant the seed of tomorrow’s success and gain an insurmountable advantage over

those who cease their labor at a prescribed time. (Para. 8) 这样我要为明天的成功播种，获得那些按部就班的人无法获得的巨大优势。 insurmountable [??ns??ma?nt?bl] a. 不可逾越的

e.g. The crisis doesn't seem like an insurmountable problem. 这场危机不像是无法克服的。

cease [si:s] v. 停止

e.g. At one o’clock the rain had ceased. 一点钟时雨已经停了。

(5) I will practice, and improve, and polish the words I utter to sell my goods, for this is the

foundation on which I will build my career and never will I forget that many have attained great wealth and success with only one sales talk, delivered with excellence. (Para. 11) 我会字斟句酌、反复推敲推销时用的语言，因为这是我成就事业的关键。我绝不会忘记，许多成功的商人，仅凭一套完美演绎的说词就获得了巨大的财富和成功。 polish [?p?l??] v. 修改，润色

e.g. They just need to polish their technique. 他们只需要改进一下自己的技艺。 utter [??t?(r)] v. 发出 (声音)，说

e.g. He uttered a snorting laugh. 他扑哧一声笑了。

4. 词汇注释

(1) scroll [skr??l] command 滚动命令 (2) liken [?la?k?n] v. 把…比作 (3) detour ['di?t??] n. 绕道

(4) uniqueness [ju:'ni:kn?s] n. 独特性

(5) pessimism ['pes?m?z?m] n. 悲观，悲观情绪 (6) triumphant [tra?'?mf?nt] a. 成功的

Part IV Supplementary Reading 1. What is Willy’s appeal? Does Howard accept it?

Willy’s appeal is not to travel any more. No, he doesn’t.

2. What could happen to Willy? Please continue the story with your imagination.

Open to discussion.

? Part V Test Yourself 1. 选C。根据第1段的第1句和最后一句可以得出答案。

2. 选B。根据第2段得知，Michael Eisner受到股东们的批评，而Bob Iger在2005年接替成为首席执行官，在他的领导下，迪士尼公司业绩很好，显然Eisner被解雇替换了。 3. 选A。as the place to be = to be the right or proper place，因此选A。

4. 选D。原文讲述Mr. Iger将更多的创新元素纳入迪斯尼产品中，并删除一些陈片烂剧。 5. 选D。根据第5段“There was already creativity inside Disney, but Bob removed the barriers to it,” says Peter Chernin可得出答案。