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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：王洗薇第1页Unit 9 Customer S大连理工大学出版社大连理工大学出版社第2页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 eve
2、rything.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
3、 new reading skillmaking an inference,you can read between the lines.第3页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第4页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 know
4、n”.It is a very 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 w
5、riter will suggest or express his or her ideas indirectly in a text.Reading Skill Focus第5页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 d
6、rawn by various 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第6页大连理工大学出版社大连理工大学出版社1.Make sure your inferences rely ma
7、inly on the authors 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
8、one,check to see if you can actually identify the statements that lead to your inferences.Reading Skill Focus第7页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 a
9、nimals to the handicapped have been established，but are pets good for all of us?Reading Skill Focus第8页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 so
10、othing results(抚慰作用).Another 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 m
11、any of us know in our bones.Reading Skill Focus第9页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 fi
12、ndings are unbelievable to those who are with pets.短文谈论是pets 而不是全部动物，所以，A 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原因，B 推论没有依据；选项D 推论与短文最终一句相矛盾；依据短文划线部分内容，C是本题正确答案。Reading Skill Focus第10页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
13、of their faces，and they 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第11页大连理工
14、大学出版社大连理工大学出版社It can be inferred 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段落最终一句为我们提供了推断线索，即Tommy 和John 令他们老师失望了，答案为B。A、C 两个选项缺乏依据和线索；而选项D 不过是对文中意思简单重复，不属于推论范围。Reading Skill Focus第12页大连理工
15、大学出版社大连理工大学出版社B.Challenge Yourself 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 tas
16、te the soup.”The cook quietly 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第13页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 t
17、he othersB.the cook did not like the officerC.the soup was made from dishwaterD.the officer got a lot of complaints about cookingReading Skill Focus第14页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 spac
18、e to an item on racial injustice.On 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
19、 to realize that racism knowsno boundaries.Reading Skill Focus第15页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 o
20、f the news industry is neededReading Skill Focus第16页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 navigati
21、on,a means of greater safety and speed.It can 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第17页大连理工
22、大学出版社大连理工大学出版社Challenge 4To ease pain,take two 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 dosag
23、e.For children less than six years old,consult 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 S
24、kill Focus第18页大连理工大学出版社大连理工大学出版社Challenge 5The Boy 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 mon
25、ey,the boatman lifted a lantern,by the aid of which,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 i
26、n good shape,but which had seen many winters before this one.Reading Skill Focus第19页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
27、 three-cornered hat,which in its better days had perhaps 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第20页大连理工大学出
28、版社大连理工大学出版社Brown,curly hair,well-shaped features,and bright,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 th
29、irty miles that day.As he walked,he surveyed his surroundingsas eagerly as if he were entering London or Madrid,instead of the little metropolis of a New England colony.Reading Skill Focus第21页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 afternoo
30、n.D.Night.2.What time of the year was it in this story?A.Spring 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第22页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
31、the globe，it seems consumers are becoming grumpy.And its over little 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?译文译文怎样留住用户怎样留住用户1 似乎全世界消费者都在变得性情乖戾，而这坏脾气是因小事引似乎全世界消费者都在变得性情乖戾，而这坏脾气是因小事引发。这间办公室
32、门朝哪个方向开发。这间办公室门朝哪个方向开?桌上笔能用吗桌上笔能用吗?假如他们提供笔假如他们提供笔没法写字，叫我怎么填表没法写字，叫我怎么填表?Comprehensive ReadingText A第23页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 Bib
33、le for unhappy customers.译文译文2 假如消费者不满将汇成一场全球性运动，那么作者格雷顾姆假如消费者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教授。他书吸引警觉用户也就会成哈维就将是那个自我标榜教授。他书吸引警觉用户也就会成为心情不悦用户金科玉律。为心情不悦用户金科玉律。Comprehensive ReadingText A第24页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
34、goods after gathering examples of consumer grumpiness 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 在搜集了来自世界各地投诉实例之后，哈维为那些想出在搜集了来自世界各地投诉实例之后，哈维为那些想出售和推销货物商家提供了一个简单行动指南。他对这些投售和推销货物商家提供了一个简单行动指南。他对这些投诉进行了提炼，给商家提
35、供了一些保持客户心情愉快基本诉进行了提炼，给商家提供了一些保持客户心情愉快基本提议。提议。Comprehensive ReadingText A第25页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 基本提议是：基本提议是：-在门上贴上推拉标志；在门上贴上推拉标志；-准备好能用笔；准备好能用笔；-对用户
36、微笑；对用户微笑；-问询用户怎样拼写名字方便自己能正确书写。问询用户怎样拼写名字方便自己能正确书写。Comprehensive ReadingText A第26页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 businesse
37、s.译文译文5 这么简单规则听起来太普通了，可能会使企业主管们一这么简单规则听起来太普通了，可能会使企业主管们一边喝着高档牛奶咖啡，一边暗自发笑。不过哈维称，正是边喝着高档牛奶咖啡，一边暗自发笑。不过哈维称，正是这些小小疏忽在危及着商家最基本利益。这些小小疏忽在危及着商家最基本利益。Comprehensive ReadingText A第27页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 partic
38、ular company rude，or uncaring，or basically unaware 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，假如用户发觉某企业对待用户粗鲁、冷漠，或是他说，假如用户发觉某企业对待用户粗鲁、冷漠，或是对用户需要根本一无所知，他们就会拔腿走向其它商家。对用户需要根本一无所知，他们就会拔
39、腿走向其它商家。他说，他说，“我从客户那里得到反馈是，尽管这些提议说是人我从客户那里得到反馈是，尽管这些提议说是人人都懂常识，但绝非人人都做到了。人都懂常识，但绝非人人都做到了。”Comprehensive ReadingText A第28页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 ph
40、one systems，and are turning to the ones where the first point of contact is with a person.”译文译文7 “用户们再也不愿意被看成二等公民来对待了。比如，有用户们再也不愿意被看成二等公民来对待了。比如，有传闻称，用户如今拒绝与自动应答电话系统打交道，而是传闻称，用户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些人应答系统。选择那些一接通就有些人应答系统。Comprehensive ReadingText A第29页大连理工大学出版社大连理工大学出版社8“In Perth,banks employ
41、 people to sayDo you realize you can use the 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)，“银行雇人来告诉用银行雇人来告诉用户：户：您知道怎样使用外面自动取款机吗您知
42、道怎样使用外面自动取款机吗?但实际上许多但实际上许多人就是想到里面来，与人打交道。很多人只是勉强接收自人就是想到里面来，与人打交道。很多人只是勉强接收自助系统，不过我们都有能力来改变它。助系统，不过我们都有能力来改变它。”Comprehensive ReadingText A第30页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 collectio
43、n of 15 years of anecdotal evidence gathered 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 在哈维这本处女作中，他把自己描述成一位职业演说家、有眼光培训师和市场营销师。书中那些提议是他来从听众那里搜集到传闻，其中包含常见宝贵商业操守，比如：-当日回复电话；-对用户微笑；-正确拼写名字。Com
44、prehensive ReadingText A第31页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 breed of customers“the vigilante”.“They are no longer prepared to
45、 play by the established rules of the business；they play by a new settheir own.”译文译文10 哈维认为，产品和服务供给商激增哈维认为，产品和服务供给商激增(这在很大程度上是因为因这在很大程度上是因为因特网出现特网出现)赋予了消费者讨价还价能力。他将这一新出现、不满意赋予了消费者讨价还价能力。他将这一新出现、不满意用户群称为用户群称为“警觉消费者警觉消费者”。“他们再也不愿按照既定商业规则他们再也不愿按照既定商业规则行事，他们遵照一套新规则行事，他们遵照一套新规则他们自己规则。他们自己规则。”Comprehensiv
46、e ReadingText A第32页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 together,they make good sense.”12 Harvey remains cautiously optimistic abou
47、t the success of his three-year project,but is already planning a second book which will collate consumerscomplaints.译文译文11 令用户满意令用户满意“并不是要花费不计其数钱，而是要照料好用户。并不是要花费不计其数钱，而是要照料好用户。假如仅就其中任何一条提议来看，它们真是很简单；但把它们累假如仅就其中任何一条提议来看，它们真是很简单；但把它们累加起来就很有意义了。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年时间完成著作是否成功持慎重乐观态度，年时间完成著作
48、是否成功持慎重乐观态度，但他已经在策划第二本搜集整理消费者投诉书了。但他已经在策划第二本搜集整理消费者投诉书了。Comprehensive ReadingText A第33页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 asks,“How many people do have good stories to tell about the businesses they de
49、al with?”译文译文13 “假如用户与商家交往是一个愉快体验，那么在离去后就很轻假如用户与商家交往是一个愉快体验，那么在离去后就很轻易把一个愉快经历而不是可怕经历传输出去。易把一个愉快经历而不是可怕经历传输出去。”14 “可是，可是，”他问道，他问道，“在说起那些与之打过交道商家时，又有在说起那些与之打过交道商家时，又有多少人能够讲出愉快经历呢多少人能够讲出愉快经历呢?”Comprehensive ReadingText A第34页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 t
50、ips 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.水蒸汽触及冷表面即凝结成水。e.g.a condensed account of an event 对某事件简明叙述complaint n.Language Points