新編商務(wù)英語(yǔ)精讀第4冊(cè)答案-資料下載頁(yè)

　　

【正文】 Tell people what you are selling, why they need it, and (in most cases) what it costs. Prospects should have a good general grasp of your offer by the second or third paragraph.178。 Emphasize your vital information. For instance, use a headline and subheadings to proclaim your most important points. Detail your product or service’s features with bullets, linking each feature with the benefit it will give a customer.178。 Include a . Studies show that most people read the . before they read the rest of the letter. You can even include a second and third . in hardselling letters to business opportunity seekers, sweepstakes players, and others who appreciate enthusiasm.178。 Break your copy into short sections. Professional writers often keep their paragraphs to two or three sentences. Why? Most readers are in a big hurry. Long paragraphs look intimidating and hard to read. Short chunks of copy separated by white space immediately say “get this information fast.”178。 Be especially careful that your letter appears to be easy to read. 178。 Making your sentences short and direct and breaking up your copy frequently into short paragraphs, with indentions at the beginning of each and spaces between paragraphs.178。 Using a direct style and personalizing the message as much as possible. 178。 Using the customer’s name in the body of the letter. Keep in mind You ( the customer) is always a key word to success.178。 Using fewer adjectives and adverbs, sticking with nouns and verbs as much as possible, thus your letter will be more believable. 178。 Using the most accurate figures possible and not round them off in quantifying, which will make your letter more credible. 178。 Having specific objectives, stating specific facts in the clearest terms possible.178。 Showing the prospect why it is in his or her interest to consider your offer and focusing on the customer’s selfinterest.178。 Showing the customer what benefits you can offer (some typical benefits customers seek are saving money, making money, getting a better job, being more attractive, being more healthy, being more secure, losing weight, acquiring higher prestige and status, having an easier life, being admired by others, being loved, having someone to love, avoiding disasters and many similar emotional desires)178。 Knowing which goal you are in pursuit of and which goal you should be aiming at before writing.178。 Concerning yourself with the two factors: promise and proof (Offer the properly motivating promise what you offer will benefit the customer – and the proof, the rationale that you can and will keep the promise. Be careful you don39。t dilute the impact of your letter by promising something unrealistic. The sales appeal should be built around one central feature, one major benefit that you believe will have wide appeal and that you believe you can back up. Then concentrate on proving that promise to be a valid one: far better a modest promise that you can back up than a blue sky promise that you can’t substantiate.178。 Don’t allow the message in your letter to end abruptly and indecisively, hanging uncertainly in the air. Tell the reader what you want him or her to do. If you fail to do this, many customers will do nothing at all. Reading IIDictationComprehension Write “T” for true, “F” for false or “NM” for not mentioned.1. NM2. F3. T4. F5. NM6. T7. F8. T9. T10. TVocabularyGuess the meaning of the following italicized words and expressions from the text.1. c2. b3. a4. d5. a6. b7. c8. c9. a10. cSpecial Use 1. Almost 2. most 3. badly 4. bad 5. differently 6. different7. well 8. good 9. real 10. really 11. surely 12. sure13. late 14. lately 15. fair 16. fairly 17. hard 18. hard19. hardly 20. high 21. highly 22. largely 23. wide 24. widely25. just 26. justly 27. most 28. mostly 29. low 30. lowlyTranslationTranslate the following sentences into English, using the expressions in the parentheses.1. From my point of view, the best way for the pany to shake off the crisis is to upgrade its products.2. Parcels of this kind, more often than not, should be sent by EMS (Express Message Service).3. The issue in question is how to develop international market for the product.4. Have you given any more thought to setting up in business / going into business？5. Don’t expect me to make the elevator work immediately. I’ve just had the job sprung on me.6. I really don’t know why he is always finding fault with the way I do things.7. If you consider yourself qualified for the job, please mail us two photos in attachment to your application form.8. I can’t attend the meeting in person, but I’ll send my deputy to speak for me.9. Acting on the accusation letter from the local people, the police immediately banned the illegal organization.10. Germany saved face by getting a goal in the last minute to draw the match.Cloze1. a 2. d 3. b 4. d 5. c 6. b 7. d 8. d 9. a 10. b11. c 12. a 13. c 14. c 15. dExtended activitiesA. Function and StructureComplete the following dialogues.1) Client: Could you tell me how much it would cost to send a letter to France by regular mail?Clerk: I’ll have to check. Anything else I can do for you?Client: Yes. I’d like 10 airmail stamps.Clerk: Here you are.2) Client: What’s the postage on this parcel to Australia, please?Clerk: Just a second. I’ll weight it first. Oh, the charge will be 2 dollars and 48 cents.Client: How much more have I got to pay if I send this by special delivery?Clerk: You’ve got to pay 5 dollars more for special delivery.Client: I see. Thank you. 3) Client: What’s the cost for a letter to Canada?Clerk: Fifty cents.Client: I’m wondering approximately how long it will take to get there by airmail?Clerk: I should say it will take at least three days by airmail.4) Client: What’s the rate for telegrams to Paris?Clerk