Unit 12 Part2 Business letters and presenting information
Dialogue(一)
DON BRADLEY: We haven' t decided on a plan of action yet.
堂.布拉德利：我们还没决定行动计划。
We must outline a strategy, but first let me summaries what we' re said so far.
我们必须定出行动纲领，下面我先总结一下大家的发言。
This is a critical situation.
这是个非常危机的形势。
We know that J.K. Toys are playing to win.
我们知道J.K.玩具公司计划大获全胜。
And we know that right now they have the edge.
我们知道，目前他们占有优势。
So, let' s look at the down side.
所以，我们先来看一下不利因素。
What are their advantages?
他们的优势是什么?
They have a larger market share;
他们有更大的市场份额;
they have a cheaper product;
他们的产品更便宜;
they have an earlier launch date,
他们产品上市时间更早，
and we think they have a larger advertising budget.
并且我们认为他们的广告预算很高。
KATE MCKENNA: Their strategy is very clear:
凯特.麦凯纳：他们的策略很清楚：
they want our share of the market, both the European market and the export market.
他们要的是我们的市场份额，包括欧洲市场和出口市场。
DON BRADLEY: We cannot let them succeed.
堂.布拉德利：我们不能让他们成功。
We have to consider which of these factors we can influence.
我们一定要考虑，我们可以影响这些因素中的哪些。
Kate, any ideas?
凯特，你怎么看?
KATE MCKENNA: There are two immediate things we can do:
凯特.麦凯纳：有两件事是我们可以马上做的：
we can increase our advertising budget and bring forward the launch date.
我们可以增加广告预算、提前上市日期。
DON BRADLEY: Derek, is that feasible?
堂.布拉德利：德里克，这行得通吗?
DEREK JONES: I don' t think so.
德里克.琼斯：我看不行。
CLIVE HARRIS: I' ve got some news for you all.
克莱夫.哈里斯：我有些消息要告诉大家。
DON BRADLEY: Okay, just a second.I' ll switch on the speaker.
堂.布拉德利：好的，请稍等。我改成扬声器。
Okay, Clive, go ahead.
好了，克莱夫，说吧。
CLIVE HARRIS: I' ve got some useful information from Peter Day:
克莱夫.哈里斯：我从皮特o戴得到一些有用的资料：
first of all, I think they' re moving too fast.
首先我认为他们走的太快了，
They haven' t done their sums.
他们还没做好准备。
DEREK JONES: Clive, this is Derek.
德里克.琼斯：克莱夫，我是德里克。
Do you know how large their production run' s going to be?
你知道他们的产量会是多少吗?
CLIVE HARRIS: It' s going to be around 300,000 units.
克莱夫.哈里斯：约30万件。
DEREK JONES: That' s about what we hoped--more than 450,000 and we' ve got problems.
德里克.琼斯：和我们想的差不多--45万多，我们有麻烦了。
KATE MCKENNA: This is Kate. I' ve got a question.
凯特.麦凯纳：我是凯特。我有个问题。
CLIVE HARRIS: Go ahead, Kate.
克莱夫.哈里斯：说吧，凯特。
KATE MCKENNA: Were you able to find out anything about their overseas marketing strategy?
凯特.麦凯纳：能查到他们的海外销售策略吗?
CLIVE HARRIS: Well, I' ll tell you this, Kate:
克莱夫.哈里斯：凯特，我这样跟你说吧：
they won' t crack the American market--we' re a few steps ahead of them there,
他们不会动美国市场--我们比他们出手要早，
and I want you to exploit that advantage--you need to get out there fast.
我要你利用这个优势--你要尽快抓住那里的市场。
Look I' ll ring off now.
我现在要挂断了。
I' ll get back to the office as soon as I can.
我会尽快赶回办公室。
一、New words and expressions生词和短语
outline 概括、概述
situation 局面、情形
advantage n.有利地位、 优势、有利条件
summarise 总结
influence 对、、、起作用，影响
exploit 利用
plan of action
to outline a strategy 行动纲领
step ahead
market share
shairing the meeting 主持会议
Dialogue(二)
DON BRADLEY: We haven' t decided on a plan of action yet.
We must outline a strategy, but first let me summaries what we' re said so far.
This is a critical situation.
We know that J.K. Toys are playing to win.
And we know that right now they have the edge.
So, let' s look at the down side.
What are their advantages?
They have a larger market share;
they have a cheaper product;
they have an earlier launch date,
and we think they have a larger advertising budget.
Dialogue(三)
KATE MCKENNA: Their strategy is very clear:
they want our share of the market, both the European market and the export market.
DON BRADLEY: We cannot let them succeed.
We have to consider which of these factors we can influence.
Kate, any ideas?
KATE MCKENNA: There are two immediate things we can do:
we can increase our advertising budget and bring forward the launch date.
DON BRADLEY: Derek, is that feasible?
DEREK JONES: I don' t think so.
二、answer the question
What is their production run?
Dialogue(四)
CLIVE HARRIS: I' ve got some news for you all.
DON BRADLEY: Okay, just a second.I' ll switch on the speaker.
Okay, Clive, go ahead.
CLIVE HARRIS: I' ve got some useful information from Peter Day:
first of all, I think they' re moving too fast.
They haven' t done their sums.
DEREK JONES: Clive, this is Derek.
Do you know how large their production run' s going to be?
CLIVE HARRIS: It' s going to be around 300,000 units.
DEREK JONES: That' s about what we hoped--more than 450,000 and we' ve got problems.
三、answer the question
What does Clive say Kate should do?
Dialogue(五)
CLIVE HARRIS: I' ve got some news for you all.
DON BRADLEY: Okay, just a second.I' ll switch on the speaker.
Okay, Clive, go ahead.
CLIVE HARRIS: I' ve got some useful information from Peter Day:
first of all, I think they' re moving too fast.
They haven' t done their sums.
DEREK JONES: Clive, this is Derek.
Do you know how large their production run' s going to be?
CLIVE HARRIS: It' s going to be around 300,000 units.
DEREK JONES: That' s about what we hoped--more than 450,000 and we' ve got problems.
KATE MCKENNA: This is Kate. I' ve got a question.
CLIVE HARRIS: Go ahead, Kate.
KATE MCKENNA: Were you able to find out anything about their overseas marketing strategy?
CLIVE HARRIS: Well, I' ll tell you this, Kate:
they won' t crack the American market--we' re a few steps ahead of them there,
and I want you to exploit that advantage--you need to get out there fast.
Look I' ll ring off now.
I' ll get back to the office as soon as I can.
四、关键语言点(比较级)
a20% market share
35% is a larger market share.
&3.50 each.
&3.0 is a cheaper product.
&10.00 unit cost.
&13.00 is 30% higher.
