工业英语

作者简介

《工业英语.学生用书》行业英语系列全面贯彻以服务为宗旨、以就业为导向的高等职业教育办学方针，充分体现高职英语教学的实用性、职业性特征，为高职行业英语教材建设开辟了一条新的思路。语言素材来自真实工作场景，练习设计模拟真实工作任务，真正做到与职业结合、与行业结合。兼顾国际交往中最易引发沟通障碍的文化差异和商务交往礼仪，内容涵盖从业者日常工作的方方面面。

书中所涉及的行业知识深浅适度，语言知识要言不烦，完美兼顾英语水平的提高和行业知识的积累，针对从业者的实际工作需要，照顾学习者的水平差异，以细致的行业需求分析为基础，着力培养学生用英语进行工作的能力。

教材自德国引进，由国内富有教学经验的英语教师和专业教师联合改编，既借鉴世界先进的职业教育经验，又力图满足中国英语教学以及相关行业的实际需要。

书籍目录

1 A VISIT TO AIRBUS  Company profiles2 ROLES AND RESPONSIBILITIES AT MEDSET  Structure of a company Employee roles and responsibilities3 A TELEPHONE CALL TO HOLZLAND WULF  Telephone communications between companies4 TRAVELARRAHGEMENTSATBP  Arrangements for a business trip5 A MEETING AT KUBALD GMBH  Formal meetings and business negotiations6 A PRESENTATION ATCHEVRONTEXACO CORP  Formal business presentations7 A MARKETING CAMPAIGN AT BEIERSDORF  Marketing campaigns and strategies Famous brand names8 PRODUCTION AT BALDA AG  Production faciEties and methods Product life cycles9 CONTRACTS AND PAYMENT AT HABERMANN &FALKE  Enquiries, orders, contracts and invoices Incoterms10 ETH UMWELTTECHNIK:DEALING WITH PROBLEMS  Problems, complaints and credit control

章节摘录

　　Over the last century, company structureshave undergone a process of radicalchange. Once, company leadersdetermined the identity of their company-a company which concentrated on oneproduct range. Those days are over:nowadays, huge corporations diversifymore and more, with new product rangesand with the acquisition of othercompanies. The result is conglomeratessuch as General Electric, which sellseverything from aircraft engines torefrigerators.　　Furthermore, the market is saturatedwith a wide variety of similar products:the consumer attempting to buy a simplebottle of shampoo is confronted byliterally hundreds of "haircare products"on the supermarket shelves. GIobalization is flooding domestic markets withinternational products and makingcompetition fiercer.　　With ever more products entering themarket ever more quickly, it is becomingincreasingly difficult to maintain adistinctive product image.　　Moreover. customers are growing morecritical and selective. They are lessprepared to buy a product simply for itsfunction: instead, they pay attention to itsdesign, prestige, quality, eco-friendlinessand how economical it is to use.　　In these times of interchangeableproducts, increasing competition andhypercritical customers, companiesconsider it vital to stand out from thecrowd and to project a corporate identity

图书封面

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