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1、Unit 4 Online ShoppingText AnalysisI. Background informationI. About the textThis text is abridged from “Building a Better Shopping Experience,“ which appeared on the website of Nurun.By providing design services including concept development, user interface design, etc., technology services compris
2、ing, prototyping, etc., strategy services such as research and insights, Nurun aims to help brands strengthen consumer relationships through digital technology and interactive media. Ils branches are Nurun China, Imagix Multimedia Inc., Nurun France, etc. Nurun China, formerly China Interactive, is
3、based in Shanghai and founded in 1998. As a pioneer in its field, Nurun China has been one of Chinas leading interactive marketing consultancy with over 100 digital advocates.II. General analysis of the textIn this piece of expository writing, the techniques of exemplification and comparison are use
4、d to elaborate on how to build a seamless and omni-channel shopping experience where online and offline intersect and blend. The whole essay falls into four distinct parts:PartParagraph(s)Main ideaI1Now it is time for retailers to bring the online and in-store shopping experiences together.II2-6As e
5、xemplified by Kerrys experience, most retailers are still unable to meet the needs of their consumers by creating both online and offline shopping experience.III7-13Some retailers have tried and succeeded in achieving a smooth transition from online to in-store shopping by offering customers a seaml
6、ess and omni-channel experience.IV14-18Many stores and retailers are successful in blending the best of in-store with the best of online shoppingan omni-channeled business model is being formed.mobile app. Consumers find a product of interest by visiting the website of the ret ailer directly or by s
7、earching among alternative vendors using a shopping search e ngine, which displays the same products availability and pricing at different e-reta ilers.2. Online shopping is becoming more and more popular because of the following advantages: (1) Shoppers can search for exactly what they want; (2) Th
8、ere is no crowds or queues; (3) Shopping convenience: it is time-and-energy-saving; (4) It is easy to compare prices and reviews; (5) Shoppers can shop further afield.2. Co-learningShopping is a very different idea compared to what it used to be. Shopping behaviors, and also technology platforms, ha
9、d evolved differently than elsewhere in the world. For instance, e-commerce in China is soaring. But it is not just about the scale of the e-commerce, it is the speed of the adoption and the aggregation of the ecosystems. It took China less than five years to become a country of mobile commerce.1. T
10、here are different inspirations: blogs, celebrity news, fashion information. But really, for many of them, there was no particular reason to buy. They were just browsing on their mobile site and then buying whatever they saw. We have observed the same level of spontaneity in everything, from grocery
11、 shopping to buying insurance products.2. The speaker began her speech by telling the story of her nephew. By so doing, it made her speech much more vivid and engaging.3. PresentationThe advantages of online shopping may include: (l)products arc easier to find, especially rare products; (2) products
12、 are often cheaper online than they are in stores; (3) it is time-and-energy-saving; (4) shoppers have a wider range of options; (5) customers are usually satisfied; (6) there is buyer protection; (7) it allows you privacy; etc. The disadvantages might be:(l) there may be a delay before receiving yo
13、ur package; (2) you may receive an inferior product; (3) there are shipping charges; (4) there can be delivery problems; (5) it is easier to be a shopaholic; (6) there is a danger of being scammcd; (7) some items are better to buy from the real store; (8) it is more difficult to return items; (9) th
14、ere are someother rare problems such as credit card fraud, spyware; etc.1. Open-ended question.ComprehensionE1. electronic payment： Simply put, electronic payments allow customers to pay for goods and services electronically. This is without the use of checks or cash. Normally e-payment is done via
15、debit cards, credit cards or direct bank deposits. But there are also other alternative payment methods such as e-wallets and crypto currencies.2. e-commerce: also electronic commerce or Internet commerce, refers to the business of buying and selling goods via the internet on any device. The most po
16、pular example of it is online shopping, as discussed in the text. However, e-commerce also entails other types of activities: online auctions, online ticketing, or internet banking, etc. Mobile commerce, or m-commerce in short, is a rapidly growing new avenue of e-commerce. M-commerce is mostly driv
17、en by the expanding use of smartphones. E-commerce has completely changed the way we buy goods and services in that it is the fastest growing retail market.Opening:1. the wider selection; abundant information; in-store;intersect; offline; the needs of consumersBody:1. transition; 2.unified;Conclusio
18、n:simplify; intuitive; attractive; e-commerce; omni-channel目1. The local store offers the best price. She also knows that trying on the running shoes is critical to ensure that they suit her running needs.2. The sales clerk provides the information that Kerry already knows and also askstoo many pers
19、onal questions.3. “Clicks“ refbr to online shopping and bricks“ to in-store shopping. Metonymy isused in it.4. Apple eliminates the cash register in its stores and having salespeople handle the sales transaction on smartphones before sending customer receipts via email. Phone owners can even complet
20、e the sales process themselves using the Apple Store app on their own devices or can select and buy the items online before heading to their local Apple Store to pick them up.5. Walmart tries to stay ahead of other stores where self-checkout areas that enable customers to scan and bag their own merc
21、handise have become commonplace.6. It gives retailers the opportunities to seamlessly integrate e-commerce functions and in-store operations at an affordable price, to allow its customers to view merchandise that is not on the sales floor and order it on the spot and to spend more time engaging with
22、 customers and selling products.7. It means that retailers should make further efforts to achieve the goal of helping consumers reduce the scope of search and simplify the shopping experience, making retail stores more intuitive and brands more attractive, and making shoppers positively perceive the
23、ir products during the entire purchase process.8. First, retailers can use online user experience research to prototype, test, learn and refine new shopping experiences. Second, the lessons from user experience research can be used in improving online shopping strategies. Last, the same approach can
24、 also be used to improve the in-store shopping experience.Word ApplicationE1. abundant; 2. enhancement; 3.elimination; 4. emergence; 5.endurance;6. adoption; 7. intersections; 8. reassures;9.empowers;10.transacted21. purchase;careful and complete, has chosen;2. is happy about, double-shaded;overtake
25、;3. available, immediately;becoming involved with;4. have been familiar with;accord with, normal practices国brought together; 2. scheme; 3. exclusive; 4. integrated; 5. transformation;6. prototyping ;7. ingredients; 8. differentiate; 9.relished; 10. return1. to; from; 2. in; for; 3.on; 4. into; 5. at
26、; 6. from, to; 7. with; 8. ofGrammarApplications1. E; 2.G; 3.J; 4. N; 5. L; 6.A; 7. B; 8. K; 9. D; 10. H目1. while/whereas; 2. unlike/different from; 3. unlike/different from; 4. whereas/while;5. rather than; 6.however; 7 in contrast/however; pared to目1. understood; 2.exited; 3. frightened; 4.cut; 5.
27、cry; 6. designer; 7. laughing; 8.doneDespite what others say, I think she is a nice girl, for she is honest, kind-hearted, and considerate.1. Please do consider it carefully, because this decision is critical to your future.2. Under the increasingly competitive circumstance, we must formulate more p
28、erfect marketing strategies to meet ihe needs of development.3. In an age of high technology, mobile payment is becoming fairly commonplace.4. Other clubs are queuing to cherry-pick their best players while this one is in debt. It is at this point that they come to realize that they have to carry ou
29、t a radical reform.5. Try not to overcook the peanuts, or better yet eat them raw.6. The new version has a more intuitive user interface.7. Weve refined the system since it was first launched.8. There is no doubt that these educational reform measures will be extremely popular.9. Although the two si
30、sters have a lot in common in their hobbies, they actually have different personalities.Oral PracticeOpen-ended question.WritingOne version for reference:When I first boarded in junior high school, I began to buy things on my own. Because I have to stay in school for a whole week, I must buy the thi
31、ngs I need for the week before every week begins. Before then, I did not bother to go shopping in a street market. In our family, my mother is the only one who has interest in buying things in a street market; sometimes my father would accompany her when its his free day.The day before the school da
32、y, my mother asked me to buy things I needed, such as clothes, daily necessities, and of course snacks. I got the chance to buy goods I need in the street market. I came to the nearest shopping street, where there are various kinds of goods. In a small boutique, 1 found a cup with a pattern of a kit
33、ten on it. The kitten looks so cute that I liked it at first sight. I have been eager to have such a cup for a long time. I inquired the boss standing next to me, “how much is the cup?” He said 30 yuan. And this figure was absolutely much higher than I expected. I thought of the glasses my mother bo
34、ught at home, which only cost 8 yuan each. Then I came to the conclusion that the cup was too expensive and I should bargain with the boss. So I started, 4Ucan I have this cup for 50 yuan?” The boss was very surprised to repeat my words, “excuse me, are you sure it is 50 yuan instead of I5yuan?” Bec
35、auseI was so nervous about the first bargaining, I didnt listen to the boss clearly. I answered yes, surely and courageously. The boss was puzzled, I cant charge you 50 yuan. This cup is not worth so much. But if you want to buy it, I can sell it to you for 20 yuan. Up until then, I realized that I
36、had misheard the price. But 20 yuan is still a little expensive. I insisted and asked, “how about 18 yuan? I thought the bargain would continue, but to my surprise, the boss replied OK.The ending was that I took school my new cup fulfillingly. Even today, I still remember the scene of bargaining.Tex
37、t B How Alibaba Created the Worlds Biggest Online Shopping DayWorking with words and expressions1. Valentines Day: It is celebrated on February 14. It is a festival of romantic love and many people give cards, letters, flowers or presents to their spouse or partner. They may also arrange a romantic
38、meal in a restaurant or night in a hotel. Common symbols of Valentines Day are hearts, red roses and Cupid.2. resemble: v. to look like, or be similar to, someone or something 像； 与类似;lull: n. a quiet period between times of activity (活动间的)平静时期,间歇3. play down: to try to make a problem or difficult si
39、tuation seem less important than it is淡化；降低的重要性cachet: n. C a quality that marks someone or something as special and worth respect and admiration 特征，标志4. Cyber Monday: a marketing tenn for the Monday after the Thanksgiving holiday in the United States. The term “Cyber Monday“ was created by marketin
40、g companies to persuade people to shop online. The term was coined by Ellen Davis and Scott Silvennan, and made its debut on November 28, 2005 in a Shop.org press release entitled “Cyber Monday Quickly Becoming One of the Biggest Online Shopping Days of the Year.exponentially: adv. increasing or gro
41、wing very fast 增长迅猛的，呈几何级数 增长的5. revenue: n. C (also called sales, or in the UK turnover) the income generated from sale of goods or services, or any other use of capital or assets, associated with the main operations of an organization before any costs or expenses are deducted. Revenue is shown usu
42、ally as the top item in an income (profit and loss) statement from which all charges, costs, and expenses are subtracted to arrive at net income.收入，收益Understanding the textIt first emerged as a student tradition organize activities for singles in the mid-1990s, then it grew into something like the a
43、nti-Valentine Day, a day Chinas single young people could use as an excuse to get together and do fun stuff.1. One possible answer is that the Arabic numeral 1 looks like a person and represents the smallest singular number (the loneliest), and 11/11 is the day with the most number of 1 in a year, s
44、o in this regard, 11/11 stands for single and loneliness.2. Alibaba.3. November was the perfect time for big online sales; there was no offline sale to compete with: Sales were common before Chinas National Day in late September and again before Spring Festival in the first two months of the year, b
45、ut late autumn had no recurring retail sale period.4. Although Alibaba plays down the Singles Day connection and has since even trademarked a different term-double-eleven-for its day of sales, it seems unlikely that the date of November 11 was chosen by total coincidence. After all, it was a holiday
46、 that already had some cachet with Chinas young, urban Internet users, who were Alibabas primary customers.0apply methods of business, get accepted by ecommerce corporations1. to start to do something that a lot of other people are doing; to make a new product available for sale for the first timea
47、festival for single people specifically; influence the situation at the beginning2. a lucky or successful situation in which people can make a lot of money; do what someone else is doingVoicing your viewsOpcn-cndcd questions.Reading between the linesContrast1. The synonym in the paragraph is “spendi
48、ng more money online. The author use the term to make expressions vivid, because the word fcthrow reminds readers the zeal consumers have when shopping online on November 11.AppendicesI. Chinese version of Text A打造更好的购物体验现在是零售商将在线购物体验和店内购物体验融在一起的时候了。为准备参加来年多伦多举行的半马赛，凯丽正在为耐力训练寻找一双新跑鞋。 她研究了各种网上型号，准备购买
49、在当地商店所选的那双价格最优惠的跑鞋。作为一名老练的跑手，凯丽确切地知道自己想要一双有什么特点的跑鞋。经 过彻底的研究，她锁定了索康尼（Saucony）的“鲍尔格瑞德黛安分（Powergrid Triumph） ”第10代型号。虽然她绝不会对跑步伙伴坦言这一点：作为一名爱好 明亮类鞋子的女性，她很满意这双鞋明朗的双色设计。然而，尽管她确信为自己 找到了完美的跑鞋，但她也知道，为确保鞋子适合跑步的需求，试穿至关重要。到商店后，凯丽飞快发现了要找的鞋子。她向售货员要了一双8号的。售货 员立刻开始解释说，不同类型的训练对身体有不同的要求，而这些信息凯丽早已 知道。售货员没有注意到凯丽越来越不耐烦，所以还问她的跑步史、跑步目标、 受过的伤、所做的训练类型，以及穿过什么其他类型的鞋。凯丽这样的购物者，对于所考虑购买的