Unit 2 Dress for Success

Learning objectives: After studying this text, you are required: 1. to know the ways anf purposes of product adaptation and presentation 2. to kown the unique idea of the IBM 3. to learn some useful words and expressions

Product Adaptation and Presentaion Text A: Product Adaptation and Presentaion

Words study 1. adapt to 1.使适应，使适合 1) He adapted himself to the cold weather. 他适应了寒冷的天气。 2)[Biz]：You should adapt your terms of trade to the new circumstances.； 你方的交易条件应适应新的情况。 2.改编 The novel has been adapted to a film. 这部小说已经被改编为电影。

2. Be satisfied with 对……满意（通常用被动语态） I am not satisfied with your work；you must improve it. 我对你的工作不满意，你必须改进。 〔Biz］：'Your money will be returned if you are not satisfied with the goods. 如果你对货不满意，钱会退给你。。 【Biz〕：If our end-users are satisfied with the firs) shipment，we shall place a repeat order. 如果我方用户对第一批货物感到满意，我们就重复订货。

3. be prepared愿意做某事，乐意做某事 I'm prepared to be friendly to others. 我愿意和善待人。 [Biz]：We are prepared to give a 20% discount for an offer to buy our complete stock． 有愿意购买我方全部存货者，我们乐意给20%的折扣。 [Biz]：If you wish，we are prepared to take special orders according to your requirement. 如果需要的话，我们乐意按照你们的要求，接受特殊订货。 [Biz]：We are prepared to discuss the price in detail after you've decided the quantity of your order. 等您确定了订货数量之后，我们乐意详细讨论价格问题。

4. bring to（under）one's notice 使某人注意到 The details of the account of the accident were brought to the judge's notice. 法官已注意到说明事故的细节。 [Biz]：The matter was brought to the board's notice.已提 请董事会注意此事。

5. mistake for把……误认为，把……混淆为 I mistook you for your brother，and you're so much alike. 我把你看成你弟弟了，你们俩太相像了。 [Biz]：We mistook the price￡10 per dozen in our invoice No. 2927 for US＄10 per piece 兹我方把第2927号发票中价格每打10英镑误以为每件10美元了。

6. By mistake错误地 I took your umbrella by mistake. 我错把你的雨伞拿走了。 [ Biz ] She typed the payment as CIF by mistake. 她把支付方式错误地打成“成本、保险加运费”价了。 7. Be pleased with: 对……喜欢，满意于…… The school leaders were pleased with the staff s performance. 学校领导对员工的表现感到满意。 [Biz]：We hope you will be pleased with the goods delivered，and look forward to further orders from you. 我们希望贵方对所交货物感到满意，并盼望接到贵方更 多的订单。

8. be willing to愿意的，乐意的 We are willing to help those in trouble. 我们愿意帮助陷于困境的人。 [Biz]：Are you willing to help us in this respect? 你们愿在这方面给我们以帮助吗？

Sentences study 1. Satisfy. customer's needs满足顾客的需要 To satisfy one's needs含有“满足……需要”的意思，其他含有此意的短语还有‘ meet one's needs,如本文中出现的meet export market needs满足出口市场的需 要。 2．Raw materials原材料 Raw materials are the natural substances from which industrial products are made. 原材料指用于生产工业品的天然物质。 The delay in delivery was caused by a shortage of～materials and also by a backlog of orders. 交货的延误是由于原材料短缺和尚待交货的订单积压太多。 Coal and oil are important～materials for the manufacture of plastics. 煤和石油是塑料制品的重要原料。

3. Consumergoods生活消费品 Items bought by consumers；goods that are bought by consumers and are not used to produce other goods Prices of consumer goods are going up. 消费品的价格正在上涨。 The price of this kind of consumer goods on our domestic market is open. 在我们国内市场上，这种消费品的价格是放开的。 'There's a large variety of consumer goods in the shops. 商店里备有各种各样的消费品。

4．However well your product is designed，a customer cannot possibly choose it W until he knows it is there. 不管你的产品设计得多么好，顾客只有知道它是存在的，才可能去选择它。 句中的however作连接副词，表示“不管……怎样（如何）”，引导让步状语从句。这类从句还可以由though, although,加matter. whatever等词引起。

They will never succeed however much they try. 不管他们怎样努力也绝不会成功。 However cold it is，she always goes swimming. 不管天多冷，她总是去游泳。 Wherever you go， Whatever you do， I will be right here waiting for you. Whatever it takes， Or how my heart breaks， I will be right here waiting for you.—Right Here Waitlng(Richard Marx)

5. The second purpose of product presentation is to give the product．“brand image" so that it cannot be mistaken for anyone else's product. 产品展示的第二个目的是给产品以“品牌形象”，这样它就不会与其他厂家的产品相混淆。句中的so that } I起表示目的从句。 Let's try and arrange so that we can get there at one o'clock. 咱们设法安排一下，以便能在一点钟到达那里。 I hired a boat so that I could go fishing. 我租了一条小船，以便我能去钓鱼。 从句若为否定结构，谓语多由should构成： He looked down so that she should not see his eyes. 他眼睛低着，以免她看到他的眼睛。 He wore a mask so that加one should recognize him. 他带了一个面具以便没人能认出他来。 有时只用so一个字引起这类从句： Can't you fu it somehow so you could stay? 你不能作某种安排以便你能留下？ Check carefully，so any mistakes will he caught. 仔细检查一遍，把所有错误都找出来。

6. Brand image品牌形象 the impression on the public of an enterprise or a company's trademark一个企业或公司商标在公众心目中的印象。 7.…it is～more important that the packaging makes it clean' that we are the producer.甚至更为重要的是包装明确表明我们是生产商。 句式“make it clear that.意思是“把……搞清楚，明白表示”。 例如:The Minister makes it clear that he will resign.部长明确宜布要辞职。

Answer the following aventinnc． 1. what must an exporter ensure? 2. what should an exporter (to with the products which are successful at home but have not won export sates? 3. How should we carry out product adaptation? 4. What is it essential for your customer to know if you are selling raw materials and consumer goods'? 5. What are me purposes of product presentation?

6. Why is it important for a promoter to promote the consumers' awareness of its products?‘ 7. Why should the product be given a“brand image"？ 8, What will happen if the customer admires your product and then buys from another company by mistake? 9. When is it even more important that the packaging makes it clear that you are the producer? 10. Why is the good work done on the first product so important?

Assignment: Finish the exercises

The Unique Idea That Have Made a World Leader (Ⅱ) Text B: The Unique Idea That Have Made a World Leader (Ⅱ)

Think about the folowing questions. 1. Do you know IBM? 2. Are you familiar with the products of IBM? 3. Do you know how IBM select its martket?

Analysis of the text 1 It always lays great stress on further developing and enhancing comprehensively its competitive abilities.它总是把重心放在进一步的发展与增强综合竞争力上。 2 pioneer先班，先锋 Haier company is a pioneer who first settles its branches in the USA.海尔公司是在灸国设立分支机构的先锋。 3 In some cases the additional operations were of a semi-skilled nature and some of the workers were opposed to this reorganization在某些情况下，一些领外的工作属于半技术性质，因此有些工人反对这样的安排。

4 It believes that“it is people who are out of their own fields who are the best inventors".它认为，只有走出自己所属领城的人才是最捧的发明者。 5 IBM has a most enlightened personnel policy. IBM公司有最具启发性的人事制度。 6 No one is ever laid off for want of work.只要想工作就不会下岗。 7 The employees are expected to dress neatly, be honest，forthright, eternally optimistic and, above all, loyal to the firm员工们应该穿着整洁、为人诚实、作风坦率、积极乐观，最重要的是对公司的忠诚。

8 There are also fringe benefits such as interest free loans. 也有免息货欲等附加福利。 9 IBM strives to understand the minds of its employees，their expectations and how they feel about their firm. IBM公司努力了解员工的想法，他们的期望以及对公司的感觉。 10 Professional psychologists are employed for such surveys. 职业心理学家受雇于这祥的调查。

11 In a 1972 survey, a clear majority suggested that social responsibility, instead of profitability, should be the supreme objective. ( 1972年的调查中，绝大多数的员工主张公司的最高目标应该是社会责任而不是利润率。 12 Each job is so designed that it provides a challenge to the skill and ingenuity of the ordinary worker. 每个工作都是对普通工人技巧性与灵活性的挑战。 13 It does not believe in norms but expects everybody to work to the best of his ability.它不相信行为标准，它期待每个人都尽其所能地做好工作。

14 This preserves the dignity of the individual who will naturally behave in。responsible manner.这就为那些对工作自觉负贵任的人保留了年严。 15 IBM has no such category as supervisors who are traditionally supposed to dominate and direct the workers because it views the function of the supervisors quite differently calling them "assistant"，for their real task is to guide and assist the workers.传统意义上的主管是领导和指挥工人的人，IBM公司没有这样的主管，它认为主管的功能是不同的，它称其为“助理”，因为他们真正的工作是指导和帮助工人。

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Assignment: Preview Unit 3 Go over what you have learned in the lesson