整合剑桥商务英语高级第三版3.docx

1、整合剑桥商务英语高级第三版3MODULE 3 BUSINESS TOPIC3.1 Communication at workVOCABULARY Mean of communication 1 What does this quotation mean to you?Think like a wise man but communication in the language of the people.W.B. Yeats, poet (1865-1939)2 Delete the verb that does NOT go with each type of business commun

2、ication.0 an email send /draft /post1 a phone call do/make /receive2 a press release put up /issue/put out3 an advertising campaign launch/run /make4 a presentation give /make/ tell5 a meeting or seminar hold /attend /carry out6 a report produce/run/publish7 a notice put out/put up/ display8 a memo

3、to all concerned publish/send out/circulate9 information on the Internet post/make/put3 For which of the following would you feel most confident using your English? And least confident? Discuss with your partner.a presentation a meeting a phone call a report an email 4 Discuss these quotations with

4、your partner. Have you had good experiences of dealing with companies through call centres? Do you shop on the Internet? WHY? /WHYNOT? With which products or services is face-to-face contact helpful? With which is it unnecessary?5 Read the five extracts from the magazine Management Now on page27 and

5、 then match each of the eight statements (1-8) with one of the extracts. You will need to use some of the texts more than one.0 You can gather a lot of customer data with modern computer systems. A1 One future trend will be more direct contact between companies and their customers._2 Business hasnt

6、really changed, only the media of communication._3 Companies need to think about which channel is most appropriate to their customers needs._4 Customers are frequently frustrated by not being put though quickly to the person they need to speak to._5 There is less human interaction nowadays, but this

7、 isnt necessarily bad for the customer._ MANAGEMENT NOW. APRIL ISSUEBetter communication?THE MORE ELABORATE OUR MEANS of communication, the less we communication.These were the words of Joseph Priestly over 200 years ago .But if that was true then ,what would he make of communications technology tod

8、ay?Natalie Fitzgerald asked five people working in the field what they thought.A Bill Osmond, data analystI think hes got a good point. Powerful IT systems give companies enormous amounts of information on customer behavior, but its what they can do this data that matters. A good example in recent y

9、ears was Centrica, the British utility company. It acquired a big portfolio of different companies and then spent huge amounts of money on an IT system designed to cross-sell its various products and services-financial services, telephone contracts, energy supply and so on _to the customers in its d

10、ifferent businesses. But they never managed to do it, because their IT people were unable to merge all the customer databases or to make them talk to each otherB SARAH BRIDGESTONE, former call centre managerAbsolutely. Call centres can more often act as a barrier than a help. Talk the example of a w

11、ell-known mobile phone operator. When a customer calls, hes given a list of options to choose from: dial I for bill enquiries, 2 to upgrade his handset, 3 if he has a technical problem, 4 if hes thinking of leaving the company. From each of these hes taken through another list of options. If he stil

12、l cant find what he is looking for, hes invited to stay on the line until an operator becomes available. This can take up to ten minutes, by which time he is now seriously thinking of going back to option 4 and cancelling his contract. It really seems counter-productive.C DOUG COOK, bank managerTher

13、e is no doubt that modern communication channels have depersonalized a lot of customer contact. Banks have been doing this for years, trying to commoditise the service that they offer so that they can rationalize it and make it cheaper to deliver Most transactions- bank deposits, cash withdrawals, i

14、ssuing of statements-have been automated whether at a cash machine, over the phone or online. This has saved companies and the customer money. But cost-cutting is by no means the only driver- its a trend also driver by customer demand for a quick and flexible service.D FARHANA PATEL, online retailer

15、Its just about convenience. Whether I text you a message or tell you the same message face-to-face, its still a message. The growth of Internet shopping compared to that of high street shopping shows very clearly that customers want cheaper and more accessible services. Sellers like the convenience

16、too of course. eBay started out as a market place for individuals but, increasingly, companies have used it to sell products direct to consumers. In face its not very different from a traditional market place. There is still a community of buyers and sellers who talk to each other and do business ju

17、st the same as if they were dealing face-to-face.E BRIAN MACWHINNEY, management consultantBusinesses are often too quick to embrace new technology in order to save money or gain a competitive advantage. But applying the same solution to all types of business is never a good idea. There are cultural

18、factors to consider. Using a call centre in India to handle enquiries about train times on railways in Europe is a bad idea because it isnt suited to customers expectations. On the other hand, a European customer of a computer company doesnt really mind if his technical problem is solved by a call c

19、entre operator in India or Ireland or Alaska, because it doesnt require any cultural knowledge. Good communication is about finding the right channel. In time, I expect well see a return to more face-to-face contact with customers and more local services.SPEAKING 1 Which of the following do you find

20、 useful? When do you use it? Why?mobile phone email SMS MSN Blackberry2 Decide the best ways to communication the following messages.What?To whom?How?0 An apology for forgetting to send some informationA customerSend a formal letter1 The companys gratitude and appreciationAn employee who is about to

21、 retire2 A change of brand identityThe general public3 The appointment of a new managing directorAll the employees4 A new website the company has createdYour customers5 The companys work to help the environmentThe media and the general public6 Vacant posts for trainee salesmen and women Young recrui

22、ts7 A discount(for a limited period) on a product line Your customers8 An apology for forgetting to send some information A colleague9 The companys half-yearly financial resultsThe shareholders and financial institutions VOCABULARY 3 Complete each definition with the correct word (the first letter h

23、as been written for you).0 To answer somebody, you give a reply.1 To ask for something, you make a r_.2 To help someone remember, you give them a r_.3 To suggest or recommend something, you make a p_.4 To say something publicly, you make an a_.5 To say sorry you make an a_.6 To insist that someone d

24、oes something, you make a d_.GRAMMAR Grammar TipOften verbs that express a similar notion will take the same form, eg dissuade discourage, deter are all followed by someone from doing.This can also be the case with opposite notions, eg agree and refuse +to do.I discouraged him from applying for the

25、job. I dissuaded him from applying for the job.Verb patternsIn the email below, all the forms following the communication verbs (discuss, apologise etc) are underlined. Some are incorrect. Correct them.Dear Jimfor giving for givingFirst of all, I would like to thank you (0) about giving up your time

26、 to help us.Its very kind of you to agree (1) working with us on this project-I know you are very busy.When we last met, we discussed (2) about creating a special team to deal with complaints from customers. I have since had a meeting with Sarah, the head of the Customer Services team, and I have pe

27、rsuaded her (3) to join us. She suggested (4) to meet next week to put a plan in place. In the meantime, she is going to encourage her team (5) for giving their ideas. I must just tell (6) to you something which happened last week that shows how much we need a better system for dealing with complain

28、ts.Last week, a customer rang to complain (7) about having to wait one month for delivery of a DVD player. He accused us (8) to keep his money so that we could earn interest on it before delivering the product. The sales person who answered the call offered (9) giving him a discount, without even ch

29、ecking the history of the order. When I checked, I discovered an email from us in forming the customer when he thought the product (10) that there will be a one-month delay in delivery. The salesman was very defensive and said that he couldnt be criticized (11) of trying to keep the customer happy!S

30、o you see, weve got a lot of work to do. Looking forward to hearing from you. Best wishes KarenPS Remind me (12) to pay for lunch next time! 5 Put the words below into their correct place in the table.urge threaten propose undertake praise blame recommend deny convincepersuade +someone +to dopromise

31、 +to doAdmit +doingCriticize +someone for doingSuggest +doing/suggest that someone should do_ 6 Complete these sentences.0 They threaten to take us to court if we didnt pay them immediately.1 Its a very sensitive issue. I suggest _ an anonymous email.2 Once, in a restaurant, I complained _ and the manager told us to leave.3 What a waste of time! We spent three hours discussing_.4 The company offered_, but ama