新编剑桥商务英语高级第三版31Word版.docx
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新编剑桥商务英语高级第三版31Word版
MODULE3BUSINESSTOPIC
3.1Communicationatwork
VOCABULARYMeanofcommunication
1Whatdoesthisquotationmeantoyou?
‘Thinklikeawisemanbutcommunicationinthelanguageofthepeople.’
W.B.Yeats,poet(1865-1939)
2DeletetheverbthatdoesNOTgowitheachtypeofbusinesscommunication.
0anemailsend/draft/post
1aphonecalldo/make/receive
2apressreleaseputup/issue/putout
3anadvertisingcampaignlaunch/run/make
4apresentationgive/make/tell
5ameetingorseminarhold/attend/carryout
6areportproduce/run/publish
7anoticeputout/putup/display
8amemotoallconcernedpublish/sendout/circulate
9informationontheInternetpost/make/put
3ForwhichofthefollowingwouldyoufeelmostconfidentusingyourEnglish?
Andleastconfident?
Discusswithyourpartner.
apresentationameetingaphonecallareportanemail
4Discussthesequotationswithyourpartner.
●Haveyouhadgoodexperiencesofdealingwithcompaniesthroughcallcentres?
●DoyoushopontheInternet?
WHY?
/WHYNOT?
●Withwhichproductsorservicesisface-to-facecontacthelpful?
Withwhichisitunnecessary?
5ReadthefiveextractsfromthemagazineManagementNowonpage27andthenmatcheachoftheeightstatements(1-8)withoneoftheextracts.Youwillneedtousesomeofthetextsmorethanone.
0Youcangatheralotofcustomerdatawithmoderncomputersystems.A
1Onefuturetrendwillbemoredirectcontactbetweencompaniesandtheircustomers._____
2Businesshasn’treallychanged,onlythemediaofcommunication._____
3Companiesneedtothinkaboutwhichchannelismostappropriatetotheircustomers’needs._______
4Customersarefrequentlyfrustratedbynotbeingputthoughquicklytothepersontheyneedtospeakto._____
5Thereislesshumaninteractionnowadays,butthisisn’tnecessarilybadforthecustomer.________
MANAGEMENTNOW.APRILISSUE
Bettercommunication?
‘THEMOREELABORATEOURMEANSofcommunication,thelesswecommunication.ˊThesewerethewordsofJosephPriestlyover200yearsago.Butifthatwastruethen,whatwouldhemakeofcommunicationstechnologytoday?
NatalieFitzgeraldaskedfivepeopleworkinginthefieldwhattheythought.
ABillOsmond,dataanalyst
Ithinkhe’sgotagoodpoint.PowerfulITsystemsgivecompaniesenormousamountsofinformationoncustomerbehavior,butit’swhattheycandothisdatathatmatters.AgoodexampleinrecentyearswasCentrica,theBrit
ishutilitycompany.ItacquiredabigportfolioofdifferentcompaniesandthenspenthugeamountsofmoneyonanITsystemdesignedtocross-sellitsvariousproductsandservices-financialservices,telephonecontracts,energysupplyandsoon_tothecustomersinitsdifferentbusinesses.Buttheynevermanagedtodoit,becausetheirITpeoplewereunabletomergeallthecustomerdatabasesortomakethemtalktoeachother
BSARAHBRIDGESTONE,formercallcentremanager
Absolutely.Callcentrescanmoreoftenactasabarrierthanahelp.Talktheexampleofawell-knownmobilephoneoperator.Whenacustomercalls,he’sgivenalistofoptionstochoosefrom:
dialIforbillenquiries,2toupgradehishandset,3ifhehasatechnicalproblem,4ifhe’sthinkingofleavingthecompany.Fromeachofthesehe’stakenthroughanotherlistofoptions.Ifhestillcan’tfindwhatheislookingfor,he’sinvitedto‘stayonthelineuntilanoperatorbecomesavailable’.Thiscantakeuptotenminutes,bywhichtimeheisnowseriouslythinkingofgoingbacktooption4andcancellinghiscontract.Itreallyseemscounter-productive.
CDOUGCOOK,bankmanager
Thereisnodoubtthatmoderncommunicationchannelshavedepersonalizedalotofcustomercontact.Bankshavebeendoingthisforyears,tryingtocommoditisetheservicethattheyoffersothattheycanrationalizeitandmakeitcheapertodeliverMosttransactions-bankdeposits,cashwithdrawals,issuingofstatements-havebeenautomatedwhetheratacashmachine,overthephoneoronline.Thishassavedcompaniesandthecustomermoney.Butcost-cuttingisbynomeanstheonlydriver-it’satrendalsodriverbycustomerdemandforaquickandflexibleservice.
DFARHANAPATEL,onlineretailer
It’sjustaboutconvenience.WhetherItextyouamessageortellyouthesamemessageface-to-face,it’sstillamessage.ThegrowthofInternetshoppingcomparedtothatofhighstreetshoppingshowsveryclearlythatcustomerswantcheaperandmoreaccessibleservices.Sellersliketheconveniencetooofcourse.eBaystartedoutasamarketplaceforindividualsbut,increasingly,companieshaveusedittosellproductsdirecttoconsumers.Infaceit’snotverydifferentfromatraditionalmarketplace.Thereisstillacommunityofbuyersandsellerswhotalktoeachotheranddobusinessjustthesameasiftheyweredealingface-to-face.
EBRIANMACWHINNEY,managementconsultant
Businessesareoftentooquicktoembracenewtechnologyinordertosavemoneyorgainacompetitiveadvantage.Butapplyingthesamesolutiontoalltypesofbusinessisneveragoodidea.Thereareculturalfactorstoconsider.UsingacallcentreinIndiatohandleenquiriesabouttraintimesonrailwaysinEuropeisabadideabecauseitisn’tsuitedtocustomers’expectations.Ontheotherhand,aEuropeancustomerofacomputercompanydoesn’treallymindifhistechnicalproblemissolvedbyacallcentreoperatorinIndiaorIrelandorAlaska,becauseitdoesn’trequireanyculturalknowledge.Goodcommunicationisaboutfindingtherightchannel.Intime,Iexpectwe’llseeareturntomoreface-to-facecontactwithcustomersandmorelocalservices.
SPEAKING1Whichofthefollowingdoyoufinduseful?
Whendoyouuseit?
Why?
mobilephoneemailSMSMSNBlackberry
2Decidethebestwaystocommunicationthefollowingmessages.
What?
Towhom?
How?
0Anapologyforforgettingtosendsomeinformation
Acustomer
Sendaformalletter
1Thecompany’sgratitudeandappreciation
Anemployeewhoisabouttoretire
2Achangeofbrandidentity
Thegeneralpublic
3Theappointmentofanewmanagingdirector
Alltheemployees
4Anewwebsitethecompanyhascreated
Yourcustomers
5Thecompany’sworktohelptheenvironment
Themediaandthegeneralpublic
6Vacantpostsfortraineesalesmenandwomen
Youngrecruits
7Adiscount(foralimitedperiod)onaproductline
Yourcustomers
8Anapologyforforgettingtosendsomeinformation
Acolleague
9Thecompany’shalf-yearlyfinancialresults
Theshareholdersandfinancialinstitutions
VOCABULARY3Completeeachdefinitionwiththecorrectword(thefirstletterhasbeenwrittenforyou).
0Toanswersomebody,yougiveareply.
1Toaskforsomething,youmakear_____.
2Tohelpsomeoneremember,yougivethemar_____.
3Tosuggestorrecommendsomething,youmakeap_____.
4Tosaysomethingpublicly,youmakeana______.
5Tosaysorryyoumakeana______.
6Toinsistthatsomeonedoessomething,youmakead_____.
GRAMMAR
GrammarTip
Oftenverbsthatexpressasimilarnotionwilltakethesameform,egdissuadediscourage,deterareallfollowedbysomeonefromdoing.
Thiscanalsobethecasewithoppositenotions,egagreeandrefuse+todo.
Idiscouragedhimfromapplyingforthejob.
Idissuadedhimfromapplyingforthejob.
Verbpatterns
Intheemailbelow,alltheformsfollowingthecommunicationverbs(discuss,apologiseetc)areunderlined.Someareincorrect.Correctthem.
DearJim
forgiving
forgiving
Firstofall,Iwouldliketothankyou(0)aboutgivingupyourtimetohelpus.It’sverykindofyoutoagree
(1)workingwithusonthisproject-Iknowyouareverybusy.
Whenwelastmet,wediscussed
(2)aboutcreatingaspecialteamtodealwithcomplaintsfromcustomers.IhavesincehadameetingwithSarah,theheadoftheCustomerServicesteam,andIhavepersuadedher(3)tojoinus.Shesuggested(4)tomeetnextweektoputaplaninplace.Inthemeantime,sheisgoingtoencourageherteam(5)forgivingtheirideas.
Imustjusttell(6)toyousomethingwhichhappenedlastweekthatshowshowmuchweneedabettersystemfordealingwithcomplaints.
Lastweek,acustomerrangtocomplain(7)abouthavingtowaitonemonthfordeliveryofaDVDplayer.Heaccusedus(8)tokeephismoneysothatwecouldearninterestonitbeforedeliveringtheproduct.Thesalespersonwhoansweredthecalloffered(9)givinghimadiscount,withoutevencheckingthehistoryoftheorder.WhenIchecked,Idiscoveredanemailfromusinformingthecustomerwhenhethoughttheproduct(10)thattherewillbeaone-monthdelayindelivery.Thesalesmanwasverydefensiveandsaidthathecouldn’tbecriticized(11)oftryingtokeepthecustomerhappy!
Soyousee,we’vegotalotofworktodo.Lookingforwardtohearingfromyou.
Bestwishes
Karen
PSRemindme(12)topayforlunchnexttime!
5Putthewordsbelowintotheircorrectplaceinthetable.
urgethreatenproposeundertakepraiseblamerecommenddenyconvince
persuade+someone+todo
promise+todo
Admit+doing
Criticize+someonefordoing
Suggest+doing/suggestthatsomeoneshoulddo
_____________
____________
___________
_________
____________
______________
_____________
____________
_________
_________
______________
______________
____________
_______
___________
6Completethesesentences.
0Theythreatentotakeustocourtifwedidn’tpaythemimmediately.
1It’saverysensitiveissue.Isuggest__________ananonymousemail.
2Once,inarestaurant,Icomplained___________andthemanagertoldustoleave.
3Whatawasteoftime!
Wespentthreehoursdiscussing___________.
4Thecompanyoffered____