Written
书写文字形式：26(th) October
October 26(th)
数字形式：26/10/01文字形式：26(th) October
数字形式：10/26/01
从上面可以看出，英国英语表达时间通常是日、月、年的结构，美国英语是先说月份，然后是日期，最后是年份。这点请大家注意。
说明：
1.在书写日期时，可以将表示序数词标志的st, nd, rd 或者th省略掉。这里也建议大家不要写出来，因为有很多人在书写时会将它们混淆。比如正确的写法是：
1号1st
21号21st
31号31st
2号2nd
22号22nd
3号3rd
那么，11号、12号和13号怎么写呢?有很多人自认为已经搞明白了，就自作主张，大笔一挥写成是11st、12nd和13rd了。其实
11号11 th (eleventh)
12号12th (twelfth)
13号13th (thirteenth)
2.在阅读日期时，如果写成日月的顺序，英国英语的读法是读出定冠词the和介词of来。但是在书写时一定要注意不要写出来。同样道理，如果写成是月日的顺序的话，在口语表达时，要读出定冠词the来，但是书写时就没有了。
Oral practice
V. Oral Practice
u What do you think are the most important qualifications when working in China?
ü 思路拓展
driver’s licence, English proficiency certificate, professional certificate, computer-literate certificate, post-graduate diploma, further education overseas
ü 实践操作
There are a number of important qualifications which may facilitate job hunters to find jobs. First, it is important to obtain certificates which can demonstrate candidates’ skills. Such certificates include a driver’s licence, an English proficiency certificate, and a computer-literate certificate. Besides, higher level of education background will guarantee more prosperous job prospects. Such qualifications mean at least a bachelor degree, or better still a post-graduate diploma from an overseas university. Most importantly, professional staff should also have professional certificates. For example, a person who intends to fill a lawyer role has to be equipped with a lawyer licence. An accountant who intends to work in four big accountancy firms should acquire a chartered accountant certificate.
Product Promotion: how to make effective use of the media when promoting a new product or service
ü 思路拓展
channel of media: TV, newspapers, magazines, radio
coverage: national, regional, local
time: peak hours, off-peak hours
budget and quotation
reputation of the media
frequency: daily, weekly, fortnightly, monthly
ü 话语连接
When running advertising campaigns, companies should, first of all, think about which type of media is forceful.
Also, companies should make sure that at what time your advertisement may broadcast, at peak hours or off-peak hours.
Therefore, companies should have their budgets keeping in mind and measure your budget against TV stations’ quotations.
There are still further factors that will differentiate the results of effective advertising campaigns.
ü 实践操作
Customers are now finding it difficult to distinguish between myriad similar products and services. Therefore, manufacturers and vendors should make full use of advertising campaigns to make their products and services renowned and convince customers that their products and services are quality and reliable. When running advertising campaigns, companies should, first of all, think about which type of media is forceful. In most cases, TV commercials are popular and usually give positive feedback. Next, companies should decide a local TV station, a regional TV station or a national one based on the target market. Also, companies should make sure that at what time your advertisement may broadcast, at peak hours or off-peak hours. Definitely, different hours means disparity of audience reach and, more importantly, charges. Therefore, companies should have their budgets keeping in mind and measure your budget against TV stations’ quotations. There are still further factors that will differentiate the results of effective advertising campaigns.
Business passage reading
VI. Business Passage Reading.
(1)
Famous for its Windows operating system, Microsoft is the world’s No. 1 software company. With sales of over $3 billion, it’s growing fast but the corporate culture remains strong. So, what’s it like to work there?
Hard work
Complaining about how hard you work at Microsoft is like complaining about the weather in Seattle. Everyone is overworked. Microsoft deliberately understaffs its product teams because it saves money, helps communication and encourages the fighting spirits.
Fun
Microsoft encourages individuality, and there are plenty of eccentric characters on the staff.
Tough
Microsoft employees are well-informed, logical and thick-skinned. They’ve got to be able to stand up for themselves when their bosses criticize them.
Frugal
The pay may be good but there are no fancy expense accounts. Bill Gates, the CEO, is one of the richest men in America but he still flies economy class to Japan. Recently his administrative assistant was rushed off his feet by phone calls and letters and asked if he could hire someone to help out. “Who am I, the Queen?” asked Gates.
Challenging
Authority is pushed down through the ranks. Microsoft picks and chooses recruits from the graduates of the elite universities and business schools, then gives them lots of responsibility straight away.
Competitive
Microsoft has been beaten in some markets by more sharply-focused competitors, but they keep fighting. They may get it wrong several times before they get it right but they never give up.
Pictures
A: Sons of software engineer David Norris play with interactive TV while waiting to pick up their dad after work
B: Software tester Tony Ting refuels with some caffé latte.
C: The courtyard recreation area with software engineer Alistair Sutherland and his pet snake, Zsa Zsa.
D: A rubber chicken hangs from art director Mark McPhee’s desk.
E: Product support engineer Doug Shepard answers users questions over the phone.
eccentric adjective behaving in a way that is unusual and different from most people
His eccentric behaviour lost him his job.
Aunt Nessy was always a bit eccentric.
stand up for somebody/something phrasal verb
to support or defend a person or idea when they are being attacked 支持，保卫
It’s time we stood up for our rights.
Silvia is capable of standing up for herself.
frugal adjective
1 careful to buy only what is necessary 精打细算的
ￚopposite extravagant
As children we were taught to be frugal and hard-working.
He led a remarkably frugal existence.
2 a frugal meal is a small meal of plain food
ￚsynonym simple
ￚopposite extravagant
a frugal breakfast
ￚfrugally adverb
ￚfrugality noun [uncountable]
fancy adjective
comparative fancier superlative fanciest
1 fancy hotels, restaurants, cars etc are expensive and fashionable
ￚsynonym swanky
Harry took me to a fancy restaurant for our anniversary.
fancy prices British English (=very high and often unreasonable prices)
2 having a lot of decoration or bright colours, or made in a complicated way
fancy soaps in seashell shapes
I just want a basic sports coat - nothing fancy .
3 complicated and needing a lot of skill
ￚopposite straightforward
I can’t do all that fancy stuff on the computer.
Negotiating a deal can take some fancy footwork (=skill at making deals).
4 [only before noun] American English fancy food is of a high quality
rushed adjective
1 done very quickly or too quickly, because there was not enough time
We did have a meeting, but it was a bit rushed.
2 British English if you are rushed, you are very busy because you have a lot of things to do quickly
I’ll talk to you later - I’m a bit rushed at the moment.
I’ve been rushed off my feet (=extremely busy) all day.
push ▶INCREASE/DECREASE◀
[transitive always + adverb/preposition] to increase or decrease an amount, value, or number
push something up/down
Slow sales have pushed down orders.
push something higher/lower
New technology has pushed the cost of health care even higher.
refuel verb
past tense and past participle refuelled present participle refuelling British English
past tense and past participle refueled present participle refueling American English
1 [intransitive and transitive] to fill a plane or vehicle with fuel before continuing a journey
The plane was refuelled in Dubai.
2 [transitive] to make feelings, emotions, or ideas stronger
The attack refuelled fears of war.
(2)
Foreign firms boost ad budgets
gAdvertising
Sidney Luk
Advertising expenditure in the mainland surged 31.51 per cent to 261.4 billion yuan last year, as multinational companies ramped up their marketing.
A study by Nielsen Media Research released yesterday found that five of the 10 most advertised products last year were backed by foreign companies, three more than previously. Procter & Gamble (P&G) brands Olay, Crest and Head & Shoulders topped the list, along with Rejoice and Colgate.
“This indicates an increasing competition between foreign and local brands,” said Nielsen’s Asia-Pacific managing director, Forrest Didier.
“In 2003, ad spending was dominated by local players. Last year, it was foreign firms. We expect the competition to intensify as foreign brands step up marketing efforts ahead of the Beijing Olympics in 2008,” Mr Didier said.
P&G, the United States maker of more than 300 household, beauty and health care products, was the top bidder in the annual auction for prime-time advertising space on China Central Television (CCTV).
The company’s CCTV advertising commitments total a record 385.15 million yuan for this year, including 110 million yuan earmarked for the sponsorship of television dramas.
P&G has plans to develop new markets in central and western China while consolidating its presence along the prosperous coastline.
Facial cleanser Olay was the most advertised product for the second consecutive year, having had 5.78 billion yuan spent on its promotion, up 104.16 per cent over 2003.
The brand accounted for 2.21 per cent of the country’s total advertising spending, which climbed to 261.4 billion yuan from 198.76 billion yuan in 2003.
Television remained the most popular advertising medium, accounting for 75.92 per cent of total spending.
Spending on newspaper rose 29.72 per cent to 57.86 billion yuan while magazine advertising was up 27.36 per cent at 5.06 billion yuan.
Nielsen also found that professional services – mainly private hospitals and medical-service providers and consulting firms – had aggressively boosted their marketing budgets.
ramp verb
ramp something ↔ up phrasal verb
1 to try to persuade people that a company’s shares are worth more than they really are
To ramp up a share price during a takeover bid is unacceptable.
2 if a company ramps up an activity, it increases it持续增加
Producers can quickly ramp up production.
ￚramp-up noun [countable usually singular]
step something ↔ up phrasal verb
to increase the amount of an activity or the speed of a process in order to improve a situation逐步提高，加速，增加
The health department is stepping up efforts to reduce teenage smoking.
stepped-up security at airports
earmark verb [transitive usually passive]
to decide that something will be used for a particular purpose or have something done to it in the future 指定(款项等)作特定用途
earmark somebody/something for something
85% of foreign aid is earmarked by Congress for specific purposes.
schools earmarked for closure
earmark somebody/something as something
He had been earmarked as a potential leader.
cleanser noun [uncountable and countable] 清洁剂(如区五分、洁肤霜)
1 a substance used for removing dirt or make-up from your face
2 a substance containing chemicals that is used for cleaning surfaces inside a house, office etc
cream cleanser for the bathroom
