商貿(mào)英語全套教學教程電子課件整本書

商貿(mào)英語EnglishforBusinessandTradePartIEnglishforBusinessUnit1AnOverviewofCompany1FocusonCommunicationSkills1a.Discussion1.HowmuchdoyouknowaboutAppleIncorporation,besidesitsnameandlogo?2.Ifyouwanttorunacompanyafteryourgraduation,whatwillyouprepareforyourcompany?1b.ListeningandSpeaking●ListeningPracticeSectionI:AppleIncorporationwasfoundedin________anditsheadquartersarelocatedin_________.1976;CaliforniaB.1967;WashingtonWhoisthepresentECOoftheCompany?SteveJobsB.TimD.CookHowmanytemporaryemployeesintheCompany?72,800B.3,300SectionII:WhatdoestheCompanysell?CouldyougivesomefamousproductstheAppleproduces?Whatarethey?WhatisthegoalofApple?●SpeakingPracticeConversationI:A:Couldyoutellmesomethingaboutyourcompany?B:Certainly,ourcompanywasfoundedin1967withacapitalof200millionRMB.Sofarithasbecomeoneofthebiggestmanufacturersofclothes,andwehavebranchesinmanymajorcitiesofChina.Wedealinawiderangeofrelatedproducts.Theannualoutputincreasescontinuously.Thereareabout3800employeesinthewholecompany.A:Howaboutyourmarketshare?B:Wenowhave35%ofthemarket.We’llgetmorenextyearasournewproductionlineisputintooperation.A:Howdoyourqualitycontrolsystemsoperatehere?B:Forthisinformation,Iwouldliketoshowyoua20-minutePPTaboutourcompany.Itcangiveyouamorecomprehensiveexplanation.Notes:manufacturer[?m?nj?'f?kt??r?]n.制造商;生產(chǎn)商；productionline生產(chǎn)線comprehensive[?k?mpr?'hens?v]adj.全面的；廣泛的；綜合的；ConversationII:A:Goodmorning,Mr.Red.B:Goodmorning,MissWood.Welcomeyoutojoinus.A:Thankyou.Iamfreshinourcompany,sowouldyoupleaseintroducealittlemoreaboutourcompanyorganization?B:Sure.Hereisacopyofourcompanyintroductionforyourreview.Wearedividedintoathreetiersystem.Thefirsttierisourexecutivebranch,whichincludestheCEOandBrandofsupervisors.Lastly,ourcommonemployees.A:Whatpercentageofouremployeesinthecompany?B:Nearly72%ofallemployeesareconsideredlaborstaff.Now,thelaborstaffcategoryisverybroad.Itincludesmaintenancecrews,secretarialstaff,accountmanagers,salesrepresentatives,anyentrylevelpositions,cafeteriaworkers,thejanitorialstaff,etc.Asyoucansee,averylargeandvariedcategorization.A:Isee.Nowthen,whoallisincludedinmanagerialstaff?B:Heorsheisanyonewhoisinapositionofauthorityorresponsibility,orwhohasanyoneworkingunderthem.Itincludesallsupervisorsanddepartmentheads.A:Thankyou.Iwilltrymybesttofamiliarizemyselfwithourcompanyandmyjob.Notes:tier[t??]n.等級；salesrepresentatives商品經(jīng)銷代理;janitorialstaff門衛(wèi)工作人員;managerialstaff管理人員;categorization[?k?t?ɡ?ra?'ze??n]n.分門別類;maintenancecrews維修隊;cafeteria[?k?f?'t??ri?]n.自助餐廳;supervisor['su?p?va?z?]n.主管；1c.ExercisesFindthewordsinthetablewhichmeanthefollowing.brand;logo;product;stock;market;background;found;locate;employee;leadership;trademark;competition;financial;technological;CEO;business1.thestateoftheenvironmentinwhichasituationexists;_______________2.aformallyregisteredsymbolidentifyingthemanufacturerordistributorofaproduct;_________________3.involvingfinancialmatters;__________4.thecapitalraisedbyacorporationthroughtheissueofsharesentitlingholderstoanownershipinterest(equity);____________5.anamegiventoaproductorservice;_____________6.determineorindicatetheplace,site,orlimitsof,asifbyaninstrumentorbyasurvey;______________7.ChiefExecutiveOfficer;____________8.commoditiesofferedforsale;_______________9.acompanyemblemordevice;_____________10.theworldofcommercialactivitywheregoodsandservicesareboughtandsold;_____________11.aworkerwhoishiredtoperformajob;_______________12.abusinessrelationinwhichtwopartiescompetetogaincustomers;__________________13.basedinscientificandindustrialprogress;________________________14.thestatusofaleader;______________15.setuporfound;_____________16.theactivityofprovidinggoodsandservicesinvolvingfinancialandcommercialandindustrialaspects;______________2.FocusonLanguageAcquisition2aDiscussion1.Isitpossibleforabusinesstobeonebighappyfamily?2.Inyourcountry,howcommonisitforpeopletospendtheirworkinglivesinthesameorganization?3.Howoftendoyouthinkyouwillchangeyourcareerorplaceofwork?

Elsewhere,particularlyintheCity,companiesaresodesperatetoholdontostaffthattheywilldoalmostanything.Increasinglycompaniesaretryingtoremindstressed-outworkersthatthebossreallycares.AccordingtopersonnelexpertNickPage,thedaysofthewisebosshandingoutuniversalbenefitsaredead.‘Nowbossesarehavingtowakeuptothefactthattheirstaffarebothindividualsandcustomers.Companiesarehavingtoaddressthediversityoflifestyleamongtheirworkforce.’Inacreativebusinesswithayoungstaff,it’snotappropriateonlytoofferchildcareandpensionplans.Bycontrast,manypeopleinthosetypesoffirmgoforpetinsurance.Othercompaniesoffergroceryshoppingandlaundryserviceswhileonefirmhasevencomeupwithprovidingfreshunderwearandfreetoothbrushestostaffwhentheystayonlate.2bPassagestudy‘Ifyouwanttokeepstaffthenyouhavetolookafterthem.’saysHildaBarrett,grouphumanresourcesmanageratMicrosoft.‘That’swhywetryandcreateacampusatmosphereinouroffice.’Attheirheadquartersthereisanareacalledthe‘a(chǎn)narchyzone’wherestressed-outworkerscanplaypool,watchTV,playvideogamesandreadthelastedmagazines.Despitethefactthatawriterrecentlycalledthefirm’semployeesMicroserfs,thestaffturnoverisonly8%.‘Wemustbedoingsomethingright’saysBarrett.Buteventhoughforward-lookingfirmsaresortingoutyourshoppingorlaundry,NickPagebelievesyoumayendupworkinglongerhourswithnoovertime.Manyemployersareattemptingtorestorethework-lifebalancebymakingofficelifemorelikehomeoftenwiththebossassubstituteparent.BusinessdevelopmentagencytheFourthRoomgasofficeswhicharelaidoutlikeahouse.Eachmorningthekitchentableissetforbreakfastandafamilylunchisheldtwiceaweek.BritishAirwayshasdesigneditsheadofficesothatitlookslikeacorporatevillage.Moreworryingly,staffarenolongerknownasemployees,butresidents.2cExercises1.Writedefinitionsforthefollowingwordsfromthetext.Trytogetthemeaningfromthecontext.desperate:stressed-out:substitute:forward-looking:resident:2.Readthearticlecarefullyandanswerthequestionsbelow.1)WhydoesNickPagefeelthatitisnolongerappropriatetogiveemployeesuniversalbenefits?2)Howfardoyouthinkpeoplecanbecustomersaswellasemployees?3)WhatdoesMicrosoftdotokeepitsworkforcehappy?Howsuccessfulhasitspolicybeen?4)Howdoothercompaniestrytomaketheiremployeesfeelathome?5)AccordingtoNickPage,whatpricedoestheemployeepayforallthesebenefits?6)Howdoesthewriterfeelaboutattemptstomaketheworkplacelikeahomeorvillage?javascript:;3.Focusonbusinessissues3aDiscussion

Imagineyouarethemanagerofasmallbusinesscompany.Choosethreequalitiesyouthinkareveryimportant,threequalitiesyoudon’tthinkarenecessary,andexplainthereasons.Examples:Youmustbepunctual.Youdon’thavetohaveexperience.

·bepunctual

·beabletodrive

·workhard

·wearasuit

·speakaforeignlanguage·behonest·haveexperience·dresssmartly·beabletogivepresentations

·beabletousetheInternet3bCasestudyYouareastudentatartcollege.Lastwinteryouhadaholidayjobasskiinginstructors.Twomonthsagoyoustartedtoselldistinctiveitemsofjewelrymadetoyourowndesign.Theywereverypopularandyouearned￡3,000.Youaregoingtomakeaseriesofbusinessdecisionswhichwillleadtotriumphordisaster,oramixedtriumph.Nowyouneedtomakeyourdecision.

(1)Ifyoustopnowyouwillmissaonce-in-a-lifetimebusinessopportunity.Youshouldgiveupyourartcourseandconcentrateonthejewelrybusiness.Youshouldcarryonwithyourartcourseandgraduateintwoyears’time.Afterwardsyoucanalwaysgobacktothejewelrybusiness.Itwillstillbethere.

(2)YourshopinleMaraisbecomesverysuccessful.Youarestillquiteambitiousforfurthersuccess.YouopenshopsinStPetersburgandPalmBeach.Youdecidetostretchyourbrandandproduceaccessoriessuchasbeltsandleathergoodscarryingyourlogoandjewelry.Youmeetasmallbutsuccessfulfirmofjewelrymakersatthefair.Theyareveryexcitedbyyourdesignsandthequalityofyourwork.TheyinviteyoutogointopartnershipintheStates.Thiswillmeansharingthesecretofyourtechniques.

3cWritingIt’simportanttotakenotesonbusinessconversations,ratherthanrelyonyourmemory.Themainpointsneedtobeclearlyrecordedsothatanotherpersoncanmakesenseofthemandyouhaveapermanentrecordforthefiles.1PlanningandeditingareportHerearesomeofthetasksthatmaybeinvolvedinwritingareport.Ifyouwerewritingareport,whichorderwouldyoudothetasksin?Numbertheitems,leavingoutanypointsyouthinkareunimportant.___Considerthepurposeofyourreport:whoisitfor,whydoeshe/shewantit,howwillhe/sheuseit?___Draftaworkingplanonaseparatesheetofpaper.___Writethebodyofthereport.___Writetheintroduction:statethesubject,statethepurpose,summarizeyourfindings.___Statetheaimandemphasisofthereportbriefly.___Collectallrelevantmaterial–notes,documents,etc.___Checkyourgrammar,spelling,punctuationandstyle.___Readthetextaloudtoyourself,or,better,tosomeoneelse.___Decidewhatinformationisimportantandwhatisirrelevant.___Arrangethepointsofinformationinalogicalsequenceandinorderofimportance.Makeroughnotes.___Finally,ifpossible,letsomeonequalifiedtogiveconstructivecriticismlookatyourdraft.___Decidewhereyoumightneedillustrationsordiagrams.___Writetheconclusion(andrecommendations).___Checkyourillustrations.___Summarizethereportinasentence.___Examinethedraft.Doesitdowhatthereportisexpectedtodo?Haveanyotherimportantpointsbeenleftoutwhichyouthinkshouldbeincluded?2Nowwritetheorderyoudecidedonandthereasonswhy.Whatareasdoyouagreeanddisagreeabout?

It’simportantinanywritingand–especiallyinbusiness–tobeclearabouttheaimsandpurposesofyourwriting.Tohelpyourreadertomakesenseofwhatyou’vewritten:beACCURATEbeBRIEFbeCLEARbeDICISIVE

KeytotheExercises1bSectionI:1.A 2.B 3.BSectionII:4.Appleisacomputercompanythatsellstheproductionofpersonalcomputersandcomputeraccessories.5.iPhone,iPad,Mac,iPod,AppleTV,aportfolioofconsumerandprofessionalsoftware,etc.6.TheCompanyaimstobringthebestuserexperiencetoitscustomersthroughitsinnovativeproducts.1c1.background2.trademark3.financial4.stock5.brand6.locate7.CEO8.product9.logo10.market11.employee12.competition13.technological14.leadership15.found16.business2cExercises1.

Writedefinitionsforthefollowingwordsfromthetext.

desperate:willingtotryanythingtochangestressed-out:intenseandanxiousbecauseofdifficultiessubstitute:someoneinsteadofsomeoneelseforward-looking:thinkingaboutthefutureorhavingmodernideasresident:thepeoplewholiveinaplaceoranarea2Comprehension1)Nowbossesarehavingtowakeuptothefactthattheirstaffarebothindividualsandcustomers.Companiesarehavingtoaddressthediversityoflifestyleamongtheirworkforce.’Inacreativebusinesswithayoungstaff,it’snotappropriateonlytoofferchildcareandpensionplans.2)Ithinkitisnotfar.Becausethebosswantsemployeestotrytheirbesttowork.3)‘Ifyouwanttokeepstaffthenyouhavetolookafterthem.Wetryandcreateacampusatmosphereinouroffice.’Attheheadquartersthereisanareacalledthe‘a(chǎn)narchyzone’wherestressed-outworkerscanplaypool,watchTV,playvideogamesandreadthelastedmagazines.4)Manyemployersareattemptingtorestorethework-lifebalancebymakingofficelifemorelikehome,oftenwiththebossassubstituteparent.5)Bycontrast,manypeopleinthosetypesoffirmgoforpetinsurance.Othercompaniesoffergroceryshoppingandlaundryserviceswhileonefirmhasevencomeupwithprovidingfreshunderwearandfreetoothbrushestostaffwhentheystayonlate.6)Eachmorningthekitchentableissetforbreakfastandafamilylunchisheldtwiceaweek.Unit2ProfessionalContact1FocusonCommunicationSkills1a.Discussion1.Asastaffofyourcompany,howdoyoulookforbusinessopportunityactively?2.Howdoyouestablishbusinessrelationshipwithyourcustomers?3.Whenyouintendtocontactwithyourcustomers,whatsituationsyoushouldknowaboutbeforecommunicatingwiththem?1b.ListeningandSpeaking●ListeningPracticeSectionI:1).Thesalesmanwantstolookforbusinessopportunitiesin________.A.northwestinChinaB.northeastinChinaC.southeastinChina2).Whatdoeshiscompanydealwith?A.tradeindustryB.shippingC.financialdifficulties.3).Howdoesthissalesmanlookforbusinessopportunities?A.byadvertisingB.byfriendsC.byexhibitionNotes:

exhibition[?eks??b??n]n.展覽會；展出;industry['?nd?str?]n.行業(yè);產(chǎn)業(yè)；SectionII:Thefollowing1ofthenewcustomersmustbe2beforecommunicatingwiththem:1).3

4.2).Businessactivities,theirbusiness5andtheirmanagement6.3).Businesstrustworthinessand7.4).Inwritingsuchkindsofbusinessletters,the8usuallymakesself-introductionfirstorexplainsthroughwhomhehasgottheinformation.Thenheexpresseshis9and10ofhiswritingtheletter.Atthesametimeheintroducesthebusinessscope,the11theyareengagedin,the12institutionsandtheirtrustworthinessandcredit.Inthenecessityofimportingproductsfromthem,putforwardyourrequirementsandaskthemtosendyou13,14,catalogue,etc.Notes:branch[brɑ:nt?]n.（企業(yè)或組織的）分支機構(gòu);分部;intention[?n?ten?n]n.意圖;意向；

scope[sk??p](活動、話題或作品的)范圍;capability[?ke?p?'b?l?t?]n.才能，能力；

credit['kred?t]n.信譽，信用；

sample['sɑ:mpl]n.樣品;management['m?n?d?m?nt]n.管理；管理人員；

investigate[?n'vest?ɡe?t]vt.調(diào)查；審查；

affair[?'fe?(r)]n.事情；事件;●SpeakingPracticeConversationI:

A:Hello!MayIspeaktoMr.Dupont?B:Speaking,please?A:ThisisLouisafromPurePaperCompany.WemetlastMondayduringtheproductsexhibition.B:Oh,yes.Yourcompany’sproductsleavemeverygoodimpression,soIrememberyourcompany,A:Thankyouforvisitingourproducts.Sinceyouareinterestedinourproducts,socouldwehaveameetthisweektoshowyoumuchmoreinformationaboutourproducts?Ihaveafeelingthattherearebrightprospectsforustocooperateinthisfield.B:I’dliketo,butI’mafraidthatmyscheduleisfullthisweek.A:Whataboutnextweek?Isitconvenientforyou?B:Hmm…Allright,thenhowaboutnextTuesday?Iwillaskmysecretarytoinformyouthespecifictime,isthatOK?A:OK,Iamlookingforwardtoyourcalling.Notes:cooperate[k??'?p?re?t]vi.合作;配合;ConversationII:

A:SoMr.Bacchus,sincewehavethecooperationintentionwitheachother,whatdoyousuggestifweestablishlongtermbusinessrelations?B:Surely,Rose.Butbeforeit,Ithinkweshouldbeclearaboutafewquestionsfirst,e.g.yourfinancialsituations.A:OK.Asforourfinancialsituations,youcaninquireabouttheminthenationalbank.Theyhandleallourfinancialdocuments.B:Thankyou.Andhowisyourbusinessintheclothingbusinesscircle?A:Itisveryhonorableformetotellyouthatourbusinessrelationscoverallovertheworld,andtheyallhaveverygoodbusinessreputation.Soaccordingtoourcreditstandingandtradereputation,youmayrefertoourlocalchamberofcommerce.B:That’snice.A:Asfortheregularcustomers,wehavesomefavorabletermsforthem,that’sweoffer4%commissions.

B:Soundsattractive.Notes:businesscircle商圈;reputation[?repju?te??n]n.名聲；信譽;commerce['k?m?:s]n.商業(yè)，貿(mào)易；1c.Exercises1.Aparticular_________consistsofallthepeopleandactivitiesinvolvedinmakingaparticularproductorprovidingaparticularservice.2.Thetwogroupsagreedto____________witheachother.3.The______________betweentwopeopleorgroupsisthewayinwhichtheyfeelandbehavetowardseachother.4._____________istheactivitiesandproceduresinvolvedinbuyingandsellingthings.5.A____________ofasubstanceorproductisasmallquantityofitthatshowsyouwhatitislike.6.A____________ofabusinessorotherorganizationisoneoftheoffices,shops,orgroupswhichbelongtoitandwhicharelocatedindifferentplaces.7.A__________isaperson,company,ororganizationthatsellsorsuppliessomethingsuchasgoodsorequipmenttocustomers.8.Something'sorsomeone's_______________istheopinionthatpeoplehaveabouthowgoodtheyare.9.Thestateoftouchingsomething.is______________.10._________istheabilityorqualitiesnecessarytodosomething.branch;contact;intention;opportunity;businesscircle;establish;exhibition;scope;capability;credit;relationship;industry;sample;supplier;management;reputation;investigate;cooperate;affair;commerce11.An___________isasituationinwhichitispossibleforyoutodosomethingthatyouwanttodo.12.Ifaneventoraseriesofeventshasbeenmentionedandyouwanttotalkaboutitagain,youcanrefertoitasthe_____________.13.Ifsomeone,especiallyanofficial,______________anevent,situation,orclaim,theytrytofindoutwhathappenedorwhatisthetruth.14.________________isthecontrolandorganizingofabusinessorotherorganization.

15.Pursuesbelongstoown__________________partnerthebuildandtheworldtrailconnectiontradeexchange.16.An_______________isapubliceventatwhichpictures,sculptures,orotherobjectsofinterestaredisplayed,forexampleatamuseumorartgallery.17.The_______________ofanactivity,topic,orpieceofworkisthewholeareawhichitdealswithorincludes.18._________isthestatusofbeingtrustedtopaybackmoneytosb.wholendsittoyou19.An_____________isanideaorplanofwhatyouaregoingtodo.20.Ifyou_______________contactwithsomeone,youstarttohavecontactwiththem.2.Focusonlanguageacquisition2aDiscussion

JonathanElvidgeisasuccessfulbusinessmanwhohasbuiltaretailchain.Beforeyoureadthetext,discussthefollowingquestions.1)WhatinspiredJonathantobuildhisownbusiness?2)Howtoachieveyourgoalifyouhopetosucceed?JonathanElvidgewasordinaryonce.Hecamefromahumblebackground,leftschoolandworkedasasalesmanfornineyears.Then,aged27,hefoundedTheGadgetShop,which--nowinitstenthyear--has46storesandsalesof￡40m.Formostofus,makingmillionsisjustadream.OnlyafewwillevermanageitandElvidgedidn'tthinkhewouldbeoneofthem.'Ialwaysthoughtthatandsuccessfulpeopleweredifferent.Iimaginedthattheyhadspecialgenes,'hesays.ButElvidgewasfascinatedbythebusinesseliteandwantedtolearnfromthem.Hewenttoabookshopandstartedreading.'Idevouredeverybookonthebestsalesmenofalltime,'hesays,'whenIhadfinishedIstartedonthenext-doorsectionwhichhadbiographiesonsuccessfulpeopleingeneral.'Hetriedtoidentify10pointsthathadensuredeachperson'ssuccess.'DespitethevariationsofcircumstanceandbusinessIstartedtonoticeapatterninthestories,itwasquiteeasytodrawparallelsinthedifferentexperiences.Thenitdawnedonmethatthesewereordinarypeopleandthatordinarypeoplecouldachieveextraordinarythings.‘2bPassagestudyInspiredbythephraseadoptedbyAndrewCarnegie--'Conceive,believeandachieve'--Elvidgedecidedtobuildhisownbusiness.OneyearhehadlefthisChristmasshoppingtoolateandwastryingtofindaretailerthatstockedalargerangeofinnovativepresents.Unabletofindone,Elvidgerealisedthathehadcomeacrossagapinthemarket.Heexploredeveryanglefromfinancingtoshopsitesandhewenttoeverytradefairinsearchofgadgetsfortheshop.OnetipElvidgepickedupwastheimportanceofvisualisinghisbusiness.Heevenbuiltupamodeloftheshop.Allthistimehehadbeenworkingforanothercompany,butitbecameclearthatElvidgecouldn'tsetupthenewbusinessandkeephisjob.Indecidingtoquit,helosttheonlyincomehehad.Healsohadabankloanthatwouldswallow￡30,000ayear.Elvidgethenfaceddisaster.Hisshopwasnotreadyandhehadtodelayopeningbyfourmonths,whichmeantmissingoutonthecrucialChristmassales.Asaresult,thebankwithdrewhisloan.

'IcouldhavegivenupbutIrememberedfrommyreadingthatSophieMirmanhadgotfundingfromagovernmentinitiativewhenshesetupTheSockShopandluckilyImanagedtogetsomehelptoo.Youhavetobepreparedtobreakconventionsandbeabletoseeawayoutwhenallseemslost.'WhenTheGadgetShopeventuallyopeneditwasaninstantsuccessanditisstillgrowing.AsElvidgediscovered,entrepreneursdon'tpossessamagicformula.'Theprospectofmakingafortuneisastrongmotivatortostartabusinessbut,tosucceed,entrepreneursalsoneedtohavealotofenergy.Passionandbeliefarekeytofindingawaytoachieveyourgoals.Thefortunewillfollowafterwards.'2cExercises1.Writedefinitionsforthefollowingwordsfromthetext.Trytogetthemeaningfromthecontext.humble:gene:fascinated:biography:innovative:2.Comprehension*AccordingtoJonathanElvidge,areentrepreneursdifferentfromotherpeople?*Whatqualitiesdoentrepreneursneedtosucceed?*Whatrisksdidhetakeindevelopinghisbusiness?*HowbigwasthedifferencebetweensuccessandfailureforJonathanElvidge?3.Focusonbusinessissues3aDiscussion

HowToMakeGoodContacts*Makeregularcallstoallyourcustomers.*Keepyourdatabaseuptodate.*Informallcustomersaboutnewproducts.*Getregularfeedbackfromyourcustomers.*Haveaninterestingwebsite.*Invitecustomerstoeventsregularly.*Maintaingoodadvertising.*HaveagoodPRpolicy.Question:Ranktheseitems(fromthemostimportanttotheleastimportant)

3bCasestudy

BusinessEcosystemAnewtypeofbusinessissproutinginhotspotsoftheglobaleconomy.Inthisworld,companiesdon’trespecttraditionalindustryparadigmsandpartitions.Whattheyshareisatendencytoupendbusinessandindustrymodelsandtoredrawincreasinglyporousboundaries.SomeexecutiveslikeMicrosoft’sBillgates,AndrewGroveatIntel,andDisneyPresidentMichaelOvitzarelearninghowtobreakfromconventionalbusinessapproachestoinventwholenewbusinessecosystems.Backin1991,forinstance,Ovitz,whobeforejoiningDisney,waschairmanofCreativeArtistsAgency(CAA),redefinedthetalentagentbusiness.HisnovelideaofusingnameHollywooddirectorstomaketelevisioncommercialsextendedCAA’sterritorywellbeyondpackagingtalenttoadvertisingproduct.Asaresult,OvitzwasabletostealachunkofCoca-Colaadvertisingaccount.Today,Ovitzismastermindinganotherunprecedentedbusinessecosystem,anewadvertisingagencyinwhichbothCokeandDisneyhavestakes.Ovitzhasorchestratedahighlyinnovativeeconomicsystemthatwilllikelyengenderhundredsofco=brandingandmerchandisingventures.

Disneyisnottheonlyonebroachingitsboundaries.IntelworkscloselywithmakersofPCslikegateway2000tocreatecontinuousdemandforeachnewgenerationofitschips.CircuitCityisusingitsretailingsavvytosellusedcars.ShellOilranksthelargestsellerofpackagedsausagesintheScandinaviancountries.Itsgasolinestationshavebeenconvertedintodiscountconveniencestores.Thegrowingimportanceofecosystembringsalongwithitanothermajorchange:competitionaswehaveknownisdead.Notthatcompetitionisvanishing.Infactitisintensifying.Butweneedtothinkaboutitdifferently.Question:Isbusinessecosystemmakecompetitionvanishing?Why?3cWritingAdullorconfusingmessagemakesitdifficulttoread.Correctthefollowingmessagesifnecessary.

Remember:Whateveryou’rewriting,alwaystrytothinkaboutyourreader’sreaction.Message1From:ExportsalesmanagerinFranceTo:FirminCanadamakingenquiryWecan’thelpyouwithyourenquiry.WesuggestyoucontactRoss&Co,ouragentsinVancouver.Message2From:MarketingManagerTo:LargecustomerinaEuropeancountryWearemovingtoournewofficeonDecember20th.ThenewofficeopensonDecember27th.Ournewaddressandtelephonenumberis:Message3From:ServiceManagerTo:CompanyinUKwithlargeservicecontractYouwillhavereadnewsreportsofourmergerwithAVCO

SA.Ourservicedepts.willoperateindependentlyforatleast12months.ServicecallsshouldbemadetoAVCO,butourownengineerswillcontinuetoserviceyourequipment.Message4From:ManganiS.A.To:SalesDept,RheinauIndustrieA.G.WehavereceivedyournewcatalogueandpricelistandarepuzzledbythepricechangetoproductCodeNo.F55609.Canyouexplainwhythepriceistentimesthepreviousyear’sprice?Isthisaprintingerror