新视野大学英语第5册答案 UNIT 3

新视野大学英语第5册答案UNIT 3

1. Sales promotion, advertising, personal selling and publicity.

2. Business people use techniques of sales promotion mainly in two ways: they often use a combination of

these techniques; they use these techniques as supplementary to the other three promotional activities.

3. Sales promotion is to stimulate demand.

4. They are applicable to both consumers and businesses. Also, they can be used with industrial selling as well

as consumer products.

5. Because it brings promotion to the point of purchase, which has been found more effective than media

advertising. For example, a US study shows that a majority of purchases in supermarkets are generated by in-store decisions.

6. It helps consumers become acquainted with a new product and it also helps provide extra competitive

advantage to existing products.

7. The effectiveness of sales-promotion techniques may be reduced or even nullified if they encounter

psychological barriers on the part of shop owners and/or consumers. Sales-promotion techniques that are not

consistent with the local preferences will also be ineffective.

8. From the last two paragraphs we may learn that, to make the techniques of sales promotion effective, one

must take into account the psychological barriers on the part of both shop owners and consumers. At the

same time, the techniques must be consistent with the local preferences.

9. Positive.

10.The author wrote this passage in order to discuss various aspects of sales-promotion techniques,

recommend them and advise using them carefully.

Vocabulary III

1. acquainted

2. magnified

3. quota

4. slump

5. accommodating

6. collided

7. repay

8. amended

9. whereby https://www.wendangku.net/doc/4218436765.html,unch 11. filmed 12. expenditure

Exercises on CD and web course only:

13. stimulus 14. localities 15. enlightened

IV 1. as such 2. fail under 3. enlightened about

4. applicable to

5. in conjunction with

6. become acquainted with

7. is supplementary to 8. bring in 9. in search of

10. given away 11. in nature 12. put up

Exercises on CD and web course only:

13. collide with 14. participated in 15. be consistent with

V. Collocation

1. education

2. capacity

3. knowledge

4. discussion

5. population

6. awareness

7. empire

8. operations

Exercises on CD and web course only: 9. links 10. program

VI Translation

1. As such, the event evoked curiosity and awe in most of us.

2. The techniques of sales promotion, to work well must gain the trust of middlemen in business as well as

consumers. At the same time, they should be consistent with the local preferences and customs.

3. TO launch this new product into the European market, the company gave away 10,000 free samples for the

local consumers to try.

4. As their life has been bettered, going on tours/trips out in the holidays has become a fashionable/stylish

pastime for quite a few people.

5. The purpose of waging the war is, in nature, to control the oil resources in the area.

6. Sales promotion is effective in helping consumers become acquainted with a new product when it is first

introduced to a market.

7. The new administration has realized that economic reforms must be deepened in conjunction with effective

measures taken to ensure the basic conditions of employment and daily life for those poor people.

8. Towards its sales objective this year, the company offered a training course to enlighten consumers about

its latest products.

9. To effectively raise our productivity, we should bring in advanced management experience from other

countries.

10. Professor Wu's lecture helped the students become acquainted with the use of this software product. It also

gave them an idea of software development.

VII Translation

With the development of a market economy in China, techniques of sales promotion have been more and

more widely employed. The popularity of varied and numerous promotional activities such as discounts,

bonuses, and promotional parties has grown steadily. The reason is that they not only help manufacturers and

businesses earn higher and quicker profits, but also help consumers become acquainted with the products

involved and get some practical benefits. However, if these techniques

are used to promote products of inferior

quality, both the manufacturers and the businessmen will be made to pay for that.

VIII Translation

1．一项问卷调查显示，除去食品以外，有70％的购物行为源自于顾客在超市内一时冲动的决定。

2．为了使当地人能够了解该产品，该培训课程运用了大量图例，以适应他们较低的文化水平。

3．有些国外零售商不大愿意接受产品厂家提供的打折赠券，因为他们担心厂家不会补偿其在打折销售

中损失的款额。

4．贸易活动中经常不加区分地使用这一概念。商务人员在说“推销’时，实际上指的是“促销’。

5．促销不仅可以刺激消费者的需求，也可以鼓励中间商加大对销售产品的支持。6．有五分之三的公司开始增加对非媒体宣传的投入，如在产品交易会摆设摊位，使顾客能直接购买产

品。

7．一家航空公司向顾客赠送打折卡，用这种卡在一家有名的服装公司购买大衣，价格会低很多。

8．为了将百威啤酒打入英国市场，啤酒公司运用了·美国’主题，在7 月4 日和感恩节播放由美国演

员在加利福尼亚拍摄的电视广告片。

9．同时，该美国公司还得说服这些泰国中间商不要在冰箱中储存其他公司的产品，并且不要为了省电

而在夜间拔去冰箱的电源插头。

10．正如同营销活动的其他诸多方面一样，促销手段也需改进。要使所用手段产生效果，就应使其迎合

当地人的喜好。

IX Essay Summary

1．C 2．B 3．D 4．A 5．B 6．B 7．C 8．C

9．A 10．D 11. A 12．B 13．D 14．C 15．B 16．C

17．A 18．D 19．B 20．D

XI StructuredWriting

As China is increasingly integrated into the global economy, more and more Western festivals are

entering and influencing the Chinese people's lives, especially the university students' life.

Take Christmas for example. As long as one month before December 25th, the students begin their

preparations for this most important Western festival. Most activities are for entertainment in nature since the

students are not much concerned with the religious meaning of Christmas. And most activities are evening

parties, often lasting all night long. As a result, quite a few students

feel tired or even fall asleep in class during

that month.

Another incident still fresh in my mind took place last April. Some of us English teachers received a note

on April I st to say that all the English classes were to be canceled the next day. But actually we were fooled!

Likewise, students act in a pretty westernized manner on Valentine's Day. They say to everyone they

meet "darling, love" and so on and so forth. In general, the Western festivals add a lot of fun and variety to a

student's life. At the same time, one must realize that they do challenge the Chinese culture and customs to a

certain degree. (Words: 201)

Section B

Reading Skills

1. "Many" is obviously a repetition of "30,000 products".

2. "Louis Cheskin", "a specialist" are repetitions of "a forerunner".

3. "Array" actually is a repetition of "arrangement".

4. "Get attention" is synonymous to "eye-catching" whereas "shapes" is synonymous to "graphic elements" in

the context.

5. "Kindly messages" is repeated by the same words with the same meaning in the next sentence.

6. The synonymous meaning of "feminine" can be found in "completeness, softness and inclusiveness'' and

"positive associations".

XIII Comprehension of the Text

1. B

2. D 3, C 4. B 5. D 6. A 7. A 8. B 9. D 10. C

XIV Vocabulary

1. consoling

2. bewildered

3. array

4. sensation

5. inclusive

6. overwhelming

7. gigantic

8. deemed

9. dazzled 10. graphic 11. consensus 12. differentiating

Exercises on CD and web course only: 13. integral 14. trigger 15. irritated Comprehension of the Text

1. to

2. for

3. with

4. of

5. in

6. of

7. about 8. under 9. between 10. to 11. to 12. with/by

Exercises on CD and web course only: 13. against 14. of 15. on Section C

XVI Reading skills

1. “Smart consumers” is synonymous to “car owners” whereas “Tricks” is synonymous to “clever practice”.

Therefore, they are taken as repetition.

2. “Sever circumstances” is synonymous to “sever conditions”. Therefore, it is taken as a repetition.

3. "Maintenance practices" is "services" that appears twice in the above paragraph. Therefore, it is taken as a

repetition.

4. The word ~adjust' is repeated in its derivative -- "adjusting", which is a kind of complex repetition.

5. The same word repetition of ~reasonable' can be found in this sentence. XVII Comprehension of the Text

1. Here in this sentence, the author is actually using irony to show his own hate for the sly car service

managers.

2. The author begins his discussion of the topic by presenting an example of repair tricks.

3. The author illustrates his general idea mainly through statistics and results obtained from a survey about

auto maintenance services in the United States.

4. The survey disclosed some major types of doubtful maintenance practices,

i.e. reasonable services

performed prematurely, completely valueless services and "ghost services".

5. The two major excuses are "adverse local conditions" and "stop-and-go driving".

6. Car sellers refer to their specific local problems, such as the salty air, hot summers and the poor quality

gasoline in Florida. Yet car manufacturers claim to allow for these local extremes in their designs, referring

to "severe" conditions like the extremely wet climates in jungle areas and island countries.

7. Such mentioning helps the users learn about the tricks in this aspect and, therefore, to watch out for them.

8. 1) Quotations from the manager of quality control for Mazda Motor of America;

2) Advice given by a manager at another car maker;

3) Suggestions given by the head of the program that approves AAA

auto-repair shops;

4) Advice given by the technical editor of Car and Driver magazine. 9. Three suggestions are given: 1) to read the owner's manual and become aware of the needed services; 2) to

consult various dealers and compare their services; and 3) to discuss in advance with the service manager

what is to be done and review the cost.

10. The author wrote this article in order to warn drivers against tricky services offered by sophisticated

dealerships, and also to help them learn to protect their own interests.

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