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1、CENTURY BUSINESS ENGLISH大连理工大学出版社大连理工大学出版社阅读教程（基础篇阅读教程（基础篇2 2）（第四版）（第四版）世纪商务英语世纪商务英语 主编：王洗薇主编：王洗薇Unit 9 Customer S大连理工大学出版社大连理工大学出版社大连理工大学出版社大连理工大学出版社 Good customer service means making customers feel special.In customer service,theres such a saying“The customer is always right”.Service is everythin
2、g.If a person receives poor service from a store,he will probably avoid shopping there in the future.On the other hand,customers often remain loyal to a business that has excellent service even if their prices are high.The language in this unit is rather colloquial.So,through the learning of a new r
3、eading skillmaking an inference,you can read between the lines.大连理工大学出版社大连理工大学出版社Reading Skill FocusWords and ExpressionsPractical ReadingComprehensive Reading大连理工大学出版社大连理工大学出版社Making Inferences What is inference?An inference is a“statement about the unknown made on the basis of the known”.It is a v
4、ery important reading skill.It helps you not only to understand better but also to appreciate more fully what you read.Making an inference means reading between the lines to find out what the author is really saying,or making a reasonable guess based on what the author says.Sometimes a writer will s
5、uggest or express his or her ideas indirectly in a text.Reading Skill Focus大连理工大学出版社大连理工大学出版社You can make this guess by putting together what you know and what you read or see.Readers usually look for clues or rely on their knowledge to understand the implied ideas.Inferences can be drawn by various
6、 means such as analyzing characters or their behaviors.Facts can usually be found in a text，but an inference is more than reasoning based on facts.The following tips will help you make inferences while reading.Reading Skill Focus大连理工大学出版社大连理工大学出版社1.Make sure your inferences rely mainly on the author
7、s words rather than your ownfeelings or experience.Your goal is to read the authors mind,not invent your ownmessage.2.Check to see if your inference is contradicted by any statements in the paragraph.If it is,it is not an appropriate or useful inference.3.If the passage is a tough one,check to see i
8、f you can actually identify the statements that lead to your inferences.Reading Skill Focus大连理工大学出版社大连理工大学出版社AGuided PracticeSample 1 Those who had pets were found to fare(生活)better than those who did not.Catcherand his associates decided to investigate further;the benefits of animals to the handica
9、pped have been established，but are pets good for all of us?Reading Skill Focus大连理工大学出版社大连理工大学出版社while there is a rise in blood pressure when people talk to each other，there is no rise when they talk to pets.This suggests that animal companionshipuncritical，nonjudgmentalhas soothing results(安慰作用).Ano
10、ther point:men seem to fondle(抚弄)their pets as much as women dopossibly because they find it one of the few socially acceptable forms offondling available to them.Such findings will not surprise those of us who are close to our pets，but will perhaps give credibility to what many of us know in our bo
11、nes.Reading Skill Focus大连理工大学出版社大连理工大学出版社 What can be inferred from this passage?A.All kinds of animal companionship have soothing results.B.Men love pets because pets are the only animals they can fondle.C.Talking to pets benefits heart-attack victims.D.The interesting findings are unbelievable to
12、those who are with pets.短文谈论的是pets 而不是所有动物，因此，A 的推论扩大了范围，而没有依据短文进行推断；文中并没有谈论男人喜爱宠物的原因，B 的推论没有依据；选项D 的推论与短文的最后一句相矛盾；根据短文的划线部分的内容，C是本题的正确答案。Reading Skill Focus大连理工大学出版社大连理工大学出版社Sample 2 Tommy and John were hot and sweaty as they sat outside the principals office.Dirtsmeared both of their faces，and the
13、y could hear their teachers voice as she gave Mr.Jones her account of what had happened.Tommy sneered at John，and John returned the angry glare.As Miss Brown left Mr.Joness office，the boys hung their heads so they wouldnt have to look her in the eyes.Reading Skill Focus大连理工大学出版社大连理工大学出版社It can be in
14、ferred from this paragraph that _.A.the boys were best friendsB.the boys had disappointed their teacherC.the principal was a nice manD.Mr.Jones was the principal段落最后一句为我们提供了推断的线索，即Tommy 和John 令他们的老师失望了，答案为B。A、C 两个选项缺乏依据和线索；而选项D 不过是对文中意思的简单重复，不属于推论范畴。Reading Skill Focus大连理工大学出版社大连理工大学出版社B.Challenge Y
15、ourself Read the following passages and choose the best answer to the questions that follow.An officer was finding fault with the camp cook,who was stirring something in a big soup kettle.“Ive been getting complaints about your cooking,”shouted the officer,“just let me taste the soup.”The cook quiet
16、ly gave him a spoon and the officer took a sip.He spat it out at once.“Why,that tastes like dishwater,”he yelled.“Yes,sir,”replied the cook,“Thats what it is.”Reading Skill Focus大连理工大学出版社大连理工大学出版社We can conclude that _.A.the officer preferred to taste the soup before the othersB.the cook did not lik
17、e the officerC.the soup was made from dishwaterD.the officer got a lot of complaints about cookingReading Skill Focus大连理工大学出版社大连理工大学出版社Challenge 2Newspapers do not always report the facts fairly.For example，a newspaper in asouthern state may devote very little space to an item on racial injustice.On
18、 the other hand，anewspaper from the Northeast might give wide coverage to race problems in other parts ofthe nation and fail to report on local troubles.In this way readers can be misled.They may befooled into believing that prejudice is a regional problem and fail to realize that racism knowsno bou
19、ndaries.Reading Skill Focus大连理工大学出版社大连理工大学出版社The careful newspaper readers should be aware that _.A.most news stories cannot be believedB.some newspapers present only one side of the storyC.all newspapers present only one side of the storyD.government control of the news industry is neededReading Sk
20、ill Focus大连理工大学出版社大连理工大学出版社Challenge 3Weather routing is,simply,a method of planning a course of travel around and throughbad weather.It is the shortest course,generally,in terms of both time and risk.It is aninstrument of control and efficiency in navigation,a means of greater safety and speed.It c
21、an be inferred from the paragraph that travel becomes safer as _.A.people learn not to fear stormsB.the science of weather forecasting progressesC.people learn how to control their environmentD.means of transportation become saferReading Skill Focus大连理工大学出版社大连理工大学出版社Challenge 4To ease pain,take two
22、tablets with water,followed by one tablet every eight hours,asrequired.For maximum nighttime and early morning relief,take two tablets at bedtime.Donot exceed six tablets in twenty-four hours.For children six to twelve years old,give half theadult dosage.For children less than six years old,consult
23、your physician.It can be inferred from the paragraph that _.A.the medication is a liquidB.this medicine may be dangerous to small childrenC.children may take the same dosage that adults takeD.the medicine could cause some people to feel nervousReading Skill Focus大连理工大学出版社大连理工大学出版社Challenge 5The Boy
24、in TownIt was not yet eleven oclock when a boat crossed the river with a single passenger who had obtained his transportation at that unusual hour by promising an extra fare.While the youth stood in the landing-place searching in his pockets for money,the boatman lifted a lantern,by the aid of which
25、,together with the newly risen moon,he took a very accurate survey of the strangers figure.He was a young man of barely eighteen years,evidentlycountry bred,and now,as it seemed,on his first visit to town.He was wearing a rough gray coat,which was in good shape,but which had seen many winters before
26、 this one.Reading Skill Focus大连理工大学出版社大连理工大学出版社The garments under his coat were constructed of leather,and fitted tightly to a pair of muscular legs,his stockings of blue yarn must have been the work of a mother or a sister,and on his head was a three-cornered hat,which in its better days had perhap
27、s sheltered the grey hair of the lads father.In his left hand was a walking stick,and his equipment was completed by a leather bag not so abundantly stocked as to inconvenience the strong shoulders on which it hung.Reading Skill Focus大连理工大学出版社大连理工大学出版社Brown,curly hair,well-shaped features,and bright
28、,cheerful eyes were natures gifts,and worth all that art could have done for his adornment.The youth,whose name was Robin,paid the boatman,and then walked forward into the town with a light step,as if he had not already traveled more than thirty miles that day.As he walked,he surveyed his surroundin
29、gsas eagerly as if he were entering London or Madrid,instead of the little metropolis of a New England colony.Reading Skill Focus大连理工大学出版社大连理工大学出版社1.At what time of the day did the youth cross the river?A.Morning.B.Midday.C.Late afternoon.D.Night.2.What time of the year was it in this story?A.Spring
30、 B.SummerC.Fall D.Winter3.According to the story,it was evident that the youth was _.A.a wealthy merchants son B.a country boyC.a soldier D.a foreignerReading Skill Focus大连理工大学出版社大连理工大学出版社Ways to Hang on to Your Customer1 All around the globe，it seems consumers are becoming grumpy.And its over littl
31、e things.Which way does the door into this office open?Is the pen on the desk working?How can I fill in the form if I cant write with the pen they supply?译文译文如何留住顾客如何留住顾客1 似乎全世界的消费者都在变得性情乖戾，而这坏脾气是因小事似乎全世界的消费者都在变得性情乖戾，而这坏脾气是因小事引起的。这间办公室的门朝哪个方向开引起的。这间办公室的门朝哪个方向开?桌上的笔能用吗桌上的笔能用吗?如果他如果他们提供的笔没法写字，叫我怎么填表们提
32、供的笔没法写字，叫我怎么填表?Comprehensive ReadingText A大连理工大学出版社大连理工大学出版社2 If consumer dissatisfaction would all add up to a global movement,author Graham Harvey would be the self-appointed guru.His book Seducing the Vigilante Customer would be the Bible for unhappy customers.译文译文2 如果消费者的不满将汇成一场全球性运动，那么作者格雷顾姆如果消
33、费者的不满将汇成一场全球性运动，那么作者格雷顾姆哈维就将是那个自我标榜的专家。他的书哈维就将是那个自我标榜的专家。他的书吸引警惕的顾客吸引警惕的顾客也就会成为心情不悦的顾客的金科玉律。也就会成为心情不悦的顾客的金科玉律。Comprehensive ReadingText A大连理工大学出版社大连理工大学出版社3 Harvey has produced a simple“how-to”guide for businesses wanting to sell and market their goods after gathering examples of consumer grumpiness
34、 from around the globe.He has condensed thecomplaints，and given businesses 101(slang：meaning basic)tips to keep their clients happy.译文译文3 在收集了来自世界各地的投诉实例之后，哈维为那些想在收集了来自世界各地的投诉实例之后，哈维为那些想出售和推销货物的商家提供了一个简单的行动指南。他对出售和推销货物的商家提供了一个简单的行动指南。他对这些投诉进行了提炼，给商家提供了一些保持客户心情愉这些投诉进行了提炼，给商家提供了一些保持客户心情愉快的基本建议。快的基本建议。
35、Comprehensive ReadingText A大连理工大学出版社大连理工大学出版社4 Basic suggestions are：Put push/pull signs on the door；Have pens that work；Smile at customers；Ask how they spell their names so you get them right.译文译文4 基本建议是：基本建议是：-在门上贴上推拉的标志；在门上贴上推拉的标志；-准备好能用的笔；准备好能用的笔；-对顾客微笑；对顾客微笑；-询问顾客如何拼写名字以便自己能正确书写。询问顾客如何拼写名字以便自己能
36、正确书写。Comprehensive ReadingText A大连理工大学出版社大连理工大学出版社5 Such simple rules sound so basic that they may have corporate executives sniggering into their up-market latte coffees,but Harvey says such simple oversights are harming the bottom line for businesses.译文译文5 这样简单的规则听起来太一般了，可能会使公司的主管这样简单的规则听起来太一般了，可能
37、会使公司的主管们一边喝着高档牛奶咖啡，一边暗自发笑。不过哈维称，们一边喝着高档牛奶咖啡，一边暗自发笑。不过哈维称，正是这些小小的疏忽在危及着商家最基本的利益。正是这些小小的疏忽在危及着商家最基本的利益。Comprehensive ReadingText A大连理工大学出版社大连理工大学出版社6“Customers”,he says，“are starting to vote with their feet and go to other businesses when they find a particular company rude，or uncaring，or basically un
38、aware of the customers needs.“The feedback I am getting from clients is that despite it being common sense,these tips are by no means common practice.”he says.译文译文6 他说，如果顾客发现某公司对待顾客粗鲁、冷漠，或是他说，如果顾客发现某公司对待顾客粗鲁、冷漠，或是对顾客的需要根本一无所知，他们就会拔腿走向其他的商对顾客的需要根本一无所知，他们就会拔腿走向其他的商家。他说，家。他说，“我从客户那里得到的反馈是，尽管这些建议我从客户那里得
39、到的反馈是，尽管这些建议说的是人人都懂的常识，但绝非人人都做到了。说的是人人都懂的常识，但绝非人人都做到了。”Comprehensive ReadingText A大连理工大学出版社大连理工大学出版社7“Customers are no longer prepared to be treated like second class citizens.For example，anecdotal evidence shows customers are refusing to deal with automated phone systems，and are turning to the ones
40、 where the first point of contact is with a person.”译文译文7 “顾客们再也不愿意被当作二等公民来对待了。比如，有顾客们再也不愿意被当作二等公民来对待了。比如，有传闻称，顾客如今拒绝与自动应答电话系统打交道，而是传闻称，顾客如今拒绝与自动应答电话系统打交道，而是选择那些一接通就有人应答的系统。选择那些一接通就有人应答的系统。Comprehensive ReadingText A大连理工大学出版社大连理工大学出版社8“In Perth,banks employ people to sayDo you realize you can use th
41、e ATM outside?while many actually want to come inside and have the human interface,”says Harvey.“There are a lot of people who just accept that，but we all have the power to change it”.译文译文8 哈维说，在佩思哈维说，在佩思(澳大利亚城市澳大利亚城市)，“银行雇人来告诉顾银行雇人来告诉顾客：客：您知道如何使用外面的自动取款机吗您知道如何使用外面的自动取款机吗?但实际上许但实际上许多人就是想到里面来，与人打交道。很
42、多人只是勉强接受多人就是想到里面来，与人打交道。很多人只是勉强接受自助系统，不过我们都有能力来改变它。自助系统，不过我们都有能力来改变它。”Comprehensive ReadingText A大连理工大学出版社大连理工大学出版社9 Harvey，described in the book as a professional speaker，vision coach and marketing futurist，is a first-time author.The tips are a collection of 15 years of anecdotal evidence gathered
43、from his audiences.They include gems of common-sense business practice as Return phone calls within the day;Smile at customers;Spell names correctly.译文译文9 在哈维的这本处女作中，他把自己描述成一位职业演说家、有在哈维的这本处女作中，他把自己描述成一位职业演说家、有眼光的培训师和市场营销师。书中的那些建议是他眼光的培训师和市场营销师。书中的那些建议是他15年来从听众年来从听众那里收集到的传闻，其中包括常见的宝贵的商业操守，例如：那里收集到的传闻
44、，其中包括常见的宝贵的商业操守，例如：-当天回复电话；当天回复电话；-对顾客微笑；对顾客微笑；-正确拼写名字。正确拼写名字。Comprehensive ReadingText A大连理工大学出版社大连理工大学出版社10 Harvey believes a proliferation of product and service suppliers，largely due to the introduction of the Internet，has given consumers negotiating power.He has labeled the new，unsatisfied bree
45、d of customers“the vigilante”.“They are no longer prepared to play by the established rules of the business；they play by a new settheir own.”译文译文10 哈维认为，产品和服务供应商的激增哈维认为，产品和服务供应商的激增(这在很大程度上是由于这在很大程度上是由于因特网的出现因特网的出现)赋予了消费者讨价还价的能力。他将这一新出现的、赋予了消费者讨价还价的能力。他将这一新出现的、不满意的顾客群称为不满意的顾客群称为“警觉的消费者警觉的消费者”。“他们再也不肯
46、按照既他们再也不肯按照既定的商业规则行事，他们遵循一套新规则定的商业规则行事，他们遵循一套新规则他们自己的规则。他们自己的规则。”Comprehensive ReadingText A大连理工大学出版社大连理工大学出版社11 Customer satisfaction“is not about spending billions of dollars,its about looking after the customers.If you take any one of the tips，theyre seen as really simple；when you add them all to
47、gether,they make good sense.”12 Harvey remains cautiously optimistic about the success of his three-year project,but is already planning a second book which will collate consumerscomplaints.译文译文11 令顾客满意令顾客满意“并不是要花费不计其数的钱，而是要照顾好顾并不是要花费不计其数的钱，而是要照顾好顾客。如果仅就其中任何一条建议来看，它们真是很简单；但把它客。如果仅就其中任何一条建议来看，它们真是很简单
48、；但把它们累加起来就很有意义了。们累加起来就很有意义了。”12 尽管哈维对自己用尽管哈维对自己用3年时间完成的著作是否成功持谨慎乐观的年时间完成的著作是否成功持谨慎乐观的态度，但他已经在策划第二本收集整理消费者投诉的书了。态度，但他已经在策划第二本收集整理消费者投诉的书了。Comprehensive ReadingText A大连理工大学出版社大连理工大学出版社13“Its so easy for people to walk away from a business with a good story to tell others，not a bad story.”14“But”,he as
49、ks,“How many people do have good stories to tell about the businesses they deal with?”译文译文13 “如果顾客与商家的交往是一种愉快的体验，那么在离去后就如果顾客与商家的交往是一种愉快的体验，那么在离去后就很容易把一个愉快的经历而不是可怕的经历传播出去。很容易把一个愉快的经历而不是可怕的经历传播出去。”14 “可是，可是，”他问道，他问道，“在说起那些与之打过交道的商家时，又在说起那些与之打过交道的商家时，又有多少人可以讲出愉快的经历呢有多少人可以讲出愉快的经历呢?”Comprehensive Reading
50、Text A大连理工大学出版社大连理工大学出版社 1.He has condensed the complaints，and given businesses 101 tips to keep their clients happy.condense vt.(1)to reduce the volume of 使冷凝，使凝结(2)to make more concise,abridge or shorten 精简，使更简结或缩短e.g.condensed milk 炼乳e.g.Steam is condensed to water when it touches a cold surface.