Unit 12
　　Sales review
　　Describing graphs
　　1. Listening
　　Listen to the sales review. As you listen, match the model number of the product to the graph.
　　Models: A1456, B2456, C3456
　　Graph 1
　　Sales performance: Model ______________
　　请见附图1-1
　　Graph 2
　　Sales performance: Model _______________
　　请见附图1-2
　　Graph 3
　　Sales performance: Model _______________
　　请见附图1-3
　　Listening Task
　　Before I go on to talk about the sales targets for this year, let’s have a look at the performance of our three main products over the last six years. Now, as you know, we launched three models the same year, in order to capture the full range of the market.
　　This graph, here, shows the progress of our top-of-the-range model-the A1456. As you can see, sales reached a peak just one year after launch. The following two years sales leveled off at around 400,000. Then sales decreased to a figure of 330,000 by the end of year five. Finally, last year sales fell to only 250,000 units.
　　OK, let’s turn to the middle-of-the-range product, the B2456. As I said, this model was launched in the same year as the A1456, but sales progress has been somewhat different. In the first three years, sales rose steadily to a peak of 550,000 at the end of year three. The following year sales fell badly to 450,000. Then in year 5 they picked up again to settle around 500,000. They remained constant at this figure in year 6.
　　Finally, our cheapest model, the C3456. If we look at the figures for years 1 and 2, we see that sales increased rapidly in the second year to reach 250,000, then in third year they rose again by 200,000 to reach 450,000. Fourth year sales were also good- the end-of-year figure went up to 580,000. Year 5 sales dropped slightly-they were down to 550,000 and this figure was maintained last year. I’m sure you’ll agree, these results are excellent.
　　2. Presentation
　　In the Listening section you heard a presentation which included:
　　# graph description
　　# past tenses
　　Now look at the language that the presenter used.
　　2.1 Describing graphs
　　请见附图2
　　2.2 The past tense
　　The past tense is used throughout the extract because the time is finished and is marked by expressions like:
　　# 10 years ago
　　# in 1992
　　# by the end of 1991
　　# last year
　　Regular verbs end in ed:
　　reached?reach
　　remained?remain
　　increased?increase
　　dropped?drop
　　levelled?level
　　Irregular verbs:
　　rose?rise
　　fell?fall
　　went?go
　　was/were?be
　　3. Controlled practice
　　Use the three graphs in the Listening section and the language in the Presentation section to complete the sentences.
　　A1456
　　1. Sales _________ a peak just one year after launch.
　　2. The following two years sales ____________ _________ at 400,000.
　　3. Then sales ___________ to a figure of 330,000 by the end of year five.
　　4. Last year sales _________ to only 250,000 units.
　　B2456
　　5. In the first three year, sales _________ steadily.
　　6. The following year sales ________ badly.
　　7. Then in year five they _________ ______ again.
　　8. They ________ ___________ at this figure in year six.
　　C3456
　　9. Sales ________ rapidly in the second year to reach 250,000.
　　10. In year three they ____________ to 450,000.
　　11. year four figures ___________ ___________ to 580,000.
　　12. In year five sales _______________ slightly.： [NextPage]
　　课文注释及词汇讲解：
　　* target 目标
　　eg. sales target 销售目标[各公司往往以一定的销售额为目标]
　　target market 目标市场[产品适合的消费者群体]
　　We must set reasonable sales targets, otherwise we may not achieve them.
　　必须定出合理的销售目标，否则我们可能实现不了。
　　* performance 成绩，行为，表现，性能
　　eg. Let’s have a look at the performance of our three main products over the last six years.
　　我们来看一下过去六年中三种主要产品的销售情况。
　　I’m not satisfied with the performance of my new car.
　　我对自己的这部新车的性能不太满意。
　　* capture 夺得，赢得
　　eg. capture the full range of the market 占领整个市场系列[一个市场系列可以包括高、中、低档各类产品]
　　We’ve captured 70% of the domestic market.
　　我们已占有了国内市场的70%。

　　* lanch 推出（产品），投放（市场），（产品的）投放
　　eg. We have planned to launch our new product in the American market.
　　我们计划将新产品投放到美国市场上。
　　launch a new enterprise 创办一家新企业
　　* top-of-the-range product 高质高价产品[指在一个产品系列中用来满足高收入消费者需求的产品，那类消费者一般看重质量、品牌和形象而不在乎价钱]
　　middle-of-the-range product 普通产品[指产品系列中面向普通的消费者、质量一般、价钱适中的产品]
　　cheap product 廉价产品[指用以满足低收入的消费者需求的产品]
　　* peak 顶峰，顶点
　　eg. Sales of our top-of-the-range model reached a peak just one year after launch.
　　我公司的高质高价产品在投放市场一年后，销售额就达到了最高点。
　　* peak 升高
　　peak up 回升[由下降转为上升]
　　eg. Sales start to peak up after a considerable drop.
　　* level off 变平稳
　　eg. Prices leveled off after the inflation ended.
　　通货膨胀结束后，价格稳定了下来。
　　* somewhat 多少有眯儿，稍微
　　eg. Model B’s sales progress has been somewhat different from A’s.
　　B型产品销售情况和A型的有点儿不一样。
　　He answered the boss somewhat hesitatingly.
　　他有点迟疑地回答老板的问题。
　　* settle, remain与maintain。这三个动词在本课中都是“保持（在某一水平）”的意思，但又有所不同：
　　settle可以用做及物动词，也可以用做不及物动词；
　　remain为不及物动词；
　　maintain为及物动词。
　　eg. Sales settled at 900,000 last year.
　　去年销售额保持在900000。
　　The price is settled at the same level.
　　价格保持在同一水平。
　　The price has been maintained.
　　价格保持不变。
　　The product remains popular for 3 years in the domestic market.
　　这种产品在国内市场上畅销不衰已经三年了。
　　* unit 单位产品；一个（人或物）
　　eg. unit price 单价
　　* result 结果，成果
　　eg. achieve good results 获得好的结果
　　expect a good result 预计有好的结果
　　附图1
　　附图2
　　Unit 12： [NextPage]
　　听力译文
　　在谈今年的销售目标之前，我们先看一下过去六年中我们的三个主要产品的销售情况。正如大家所知，为夺得该系列的整个市场，我们在同一年推出了三种型号的产品。
　　这张图表反映了我们的A1456型高质高价系列的发展过程。如大家所看到的，在投放市场一年后，销售额达到了顶峰。在其后两年中销售额稳定在400000。在第五年年底降一以330000。最后，在去年降到只有250000。
　　好，再看一下我们的B2456型普通系列。如我刚才所说，该产品与A1456于同一年投放市场，但销售情况却有所不同在头三年里它的销售额稳定增长，第三年年底达到550000。其后一年又突降至450000。然后在第五年销售额又有所回升，稳定在大约500000。在第六年仍保持着这一数目。
　　最后来看一下我们的C3456型廉价系列。如果看一下头两年的销售额，我们会发现在第二年增长很快，达到250000；在第三年又增长了200000，达到450000。第四年情况也不错，年终销售额达到580000。第五年销售额略有下降——降到550000。去年保持了这数字。我想大家会一致认为成果是卓越的。
　　Exercises-A
　　根据以下图表提供的信息，用给出的词的正确形式，完成英国某集团公司的财务报告。
　　请见附图12-A
　　rise to, fall dramatically, increase by, increase steadily, rise sharply
　　Sales (1) between 1986 and 1988, then (2 ) in 1989. The group’s pre-tax profits (3) in 1987 when they suffered a loss of over $100m. There was a strong pick-up in the late eighties and 1990’s results were very healthy. Pre-tax profits (4) a record $376m and sales (5) 16%.
　　Exercises-B
　　下图为10个月中产品成本的变化情况。根据该图所给的信息先指出a, b, v, d, e各代表什么变化，然后完成下列句子。
　　请见附图12-B
　　可选用的短语有：
　　a dramatic rise
　　a gradual fall
　　a levelling-off
　　a sudden increase
　　a moderate decrease
　　a steep drip
　　a sharp fall
　　a stable period
　　以具体数字描述变化幅度时，可以这样表达：
　　There was sudden rise in costs of 10%.
　　Costs suddenly rose by 10%.
　　There was a gradual fall in costs from $15 million to $ 12 million.
　　Costs gradually fell by $ 3 million.
　　1. As you can see in the graph, costs ___ in the first two months.
　　2. In March, costs continued to ___ but more ___.
　　3. Costs ___ $ 16 million ___ $ 14 million during this period.
　　4. During the next one and a half months there was a ___ of costs.
　　5. However, in mid-May they ___ $25 million.
　　6. In June they continued to ___ but more ___, ___ $32 million ___ $ 34 million.
　　7. In the next two months costs ___ again, ___ $11million.
　　8. However, the trend changed in September when costs ___ to $ 32 million.

　　Translation
　　9211型、9222型和9233型汽车分别适用于经济型、中档和豪华三种消费市场。我们在1992年同一年内向市场投放这本种型号的汽车是为了全面占领市场。
　　9211型汽车价格最低，适用于家庭使用。在农村销售一直稳定上升，1995年虽略有下降，但1996年又恢复上升。
　　9222型汽车可用来载货，适合城镇个体商贩使用。1992年这种型号汽车的销量直线上升，1993年、1994年持平，1995年继续上升。
　　9233型汽车是豪华型，价格很高，但外型非常漂亮。1993年销量上升，1994年有所下降，1995、1996年增长显著。
　　Key to Exercises-A
　　1. increased steadily
　　2. rose sharply
　　3. fell dramatically
　　4. rose to
　　5. increased by
　　Key to Exercises-B
　　a- a sharp fall /a steep drop
　　b- a levelling-off/ a stable period
　　c- a dramatic rise/ a sudden increase
　　d- a sharp fall/ a steep drop
　　e- a dramatic rise/ a sudden increase
　　(1) fell dramatically
　　(2) drop, gradually
　　(3) fell from, to
　　(4) levelling-off
　　(5) rose to
　　(6) rise, slowly, from, to
　　(7) dropped steeply, to
　　(8) increased dramatically
　　Key to Translation
　　Auto models 9211, 9222, 9233 are respectively cheap, middle-of-the-range, top-of-the-range products. We launched the three models in the same year of 1992 in order to capture the frll range of the market.
　　Model 9211, the cheapest, is suitable for family use. There is a ready market in the countryside, too. Sales rise steadily all these years. Although there was a slight drop in 1995, then there was a pickup in the following year.
　　Model 9222, which is good at carrying goods, is popular among peddlers in towns. In 1992, sales of this model soared and in 1993 and 1994, levelled off. In 1995, sales went up again.
　　Model 9233, the top-of-the-range product, is very expensive, but very attractively designed. Sales rose in 1993, decreased moderately in 1994 and then grew considerably in 1995 and 1996.