Lesson Eight
Key point,useful terms
and definitions of e-commerce
Difficult points,writing
of agreements
Lesson Eight
By the end of this lesson,you should
be able to have a good command of
□ e-commerce terms given in the lesson
□ writing of agreements
□ useful sentences for agreement
(contract)
By the end of this lesson,you should
be able to
□ analyze Nike’s marketing decisions
□ prescribe the growing steps of Nike.
Lesson Eight
Nike,from Small Beginnings
to World Giant
Abstract,Sports footwear and clothing
maker Nike has become one of the most
successful companies in the world,Its
position as a giant global company has
much to do with its marketing decisions.
Key words,Nike; marketing decisions;
marketing strategies; advertisement
Lesson Eight
New Words
capitalize on v.,利用
goddess n,女神
waffle-sole
design
n,指以烤蛋饼用的铁制模具作为鞋底的
式样
cash on v,利用；从中获利
leisure n.; a,有闲；休闲 （ 的 ）
boom n.; v,兴旺；激增
jog n.; v,缓步前进；慢跑
athlete n 运动员；田径运动员
Lesson Eight
endorse v,签署；认可；赞同
gear n 指 （ 时髦 ） 服饰
loom v,大量涌进；滚滚而来
rugged a,不平的；粗犷
controversial a,引起争论的；爱争论的
inextricably Ad,无法摆脱地；纠缠地
adage n,谚语；格言
sizzle v.,发出咝咝的声音
apparel n,衣服；衣物
Lesson Eight
Sentence Explanations
1,The global giant company with revenues
in 1996 of $US6.4 billion and profits of $553
million started in the 1960s with the company's
founders selling cheap Japanese sports shoes to
American high school athletes at school track
meetings,using a supply of shoes they kept in
their car.
这家全球巨人公司 1996年销售额达 64亿美元, 利
润达 5.53亿美元, 而在 60年代 却是靠推销廉价日本
运动鞋起家的, 它的创始人将鞋放在自己的小汽车
里, 在高中田径运动会上向运动员兜售 。
Lesson Eight
…with the company's founders selling cheap
Japanese sports shoes to American high school
athletes at school track meetings,using a supply
of shoes they kept in their car,注意, with 后面
接复合宾语 （ 宾语 company's founders及其后
面的两个宾语补足语 selling cheap Japanese
sports shoes…和 using a supply of shoes they
kept in their car ） 用来说明附带情况 。
Lesson Eight
2,With excellent timing and a fair share of
good luck,the founders of Nike were perfectly
placed to cash in on America's sports leisure
boom during the 1970s,when millions of
Americans began Jogging and running as part of
their Personal campaigns to keep fit and healthy.
当时, 在 70年代, 全美正掀起运动休闲的热潮,
成千上万的人为了保持健康开始参加慢跑和长跑运
动 。 天赐良机和得天独厚的运气使耐克的创始人大
获其利 。 to cash in 从中获利 。
to cash in 从中获利 。
Lesson Eight
3.The endorsements by star players,
encouraging ordinary consumers to buy the
sports gear of the stars and dream of being
champions themselves,saw Nike selling close
to $US 1 billion worth of running,basketball,
and tennis shoes in 1986,while creating their
first sports clothes under the Nike label.
明星运动员的加盟鼓动了普通消费者购买明星
们穿的运动服装, 梦想自己有朝一日成为冠军 。
1986年, 耐克公司出售了价值近 10亿美元的跑鞋,
篮球鞋和网球鞋 。 这一年, 耐克创立了它首批以耐
克命名的运动服系列 。
The endorsements做主语 。 saw是谓语, see sb
+…ing表示使某人如何如何 ……
Lesson Eight
Skill Training
Agreement (Contract)
协议书也称为协定或合同 。 是一种契约凭证 。 协议
书对签约各方均有约束力, 要求各方履行所规定的
义务, 保证享受所规定的权利 。 协议书一般包括以
下几个部分：标题, 正文, 签署日期, 签署地点,
签约各方签字署名 。 协议书由于是一种契约凭证,
具有法律效力, 所以用词非常讲究明白, 准确, 严
谨 。 有一些常用的词组, 套语 。 Agreement的写法
同样适合以下类似文种,contract 合同 ; protocol 草
案 ; treaty 条约等等 。
Lesson Eight
AGREEMENT ON BUILDING A TOURIST
HOTEL BETWEEN
CHINA HAINAN TRAVEL SERVICE AND U.S,A
& B BUILDING COMPANY
An agreement is hereby concluded between the
China Hainan Travel Service (hereinafter to be
called the first party) and the U,S,A & B
Building Company (hereinafter to he called the
second patty) for the building of a tourist hotel.
The two contracting parties after full discussion
and consultation,agree to the following terms:
Lesson Eight
1) The first party entrusts the second party
with building a tourist hotel,the design of
which is to be submitted by the first party.
2) Both contracting parties agree that the
building cost is fixed at $ 5 000,000 only (five
million U,S,dollars),thirty per cent of which
is to be paid by the first party to the second
party within ten days after the conclusion of the
resent agreement,all the rest to follow up two
weeks after the completion of the building.
3) The materials to be used for building the
tourist hotel are to be supplied on time by the
Lesson Eight
first party,They must meet the agreed standards
and specifications.
4) The building of the tourist hotel must be
complete six months after the conclusion of the
present agreement,The take-over will take place
on Dec,24,1999.
5) The said tourist hotel is guaranteed for fifty
years against collapse or leakage,for which,if
found in any form,repairs must be done gratis
by the second party.
Lesson Eight
6) Should any matter that is not provided for
in this agreement arise during the course of its
performance,it is to be settled through
consultation by the two parties.
7) Signed on June 24,1999,at Haikou，
Guangdong Province,the present agreement is
made in duplicate in the Chinese and English
languages,both texts equally authentic.
Lesson Eight
Li Xin Harry Whitney
(signed) (signed )
For Hainan Travel Service For A & B Building
Company
P.R,China USA
Lesson Eight
Useful Sentences for
Agreement (Contract)
1.（ hereinafter to be called the first party）
以下称为甲方
2.Following sincere and friendly discussion,
AAA Company and BBB Company have
arrived at the following agreement.
AAA公司与 BBB公司双方经过诚挚友好会谈, 达
成以下协议 。
3.An agreement is hereby concluded between
AAA Company and BBB Company for…
AAA公司与 BBB公司就 （ 某事 ） 达成协议 。
Lesson Eight
4.The two contracting parties after full
discussion and consultation,agree to the
following terms:
协议双方经过充分的讨论和协商, 同意以下条款：
5.The first party entrusts the second party
with…
甲方委托乙方 … （ 做某事 ）
6.Both contracting parties agree that…
协议双方一致同意 …
Lesson Eight
7.The two contracting parties after full
discussion and consultation,agree to the
following terms:
协议双方经过充分的讨论和协商, 同意以下条款：
8.The first party entrusts the second party
with…
甲方委托乙方 … （ 做某事 ）
9.Both contracting parties agree that…
协议双方一致同意 …
Lesson Eight
10.Should any matter that is not provided for
in this agreement arise during the course of its
performance,it is to be settled through
consultation by the two parties.
本协议在执行中如有争议,有双方协商解决 。
11.Signed on June 24,1999,at Haikou,
Guangdong Province,the present agreement is
made in duplicate in the Chinese and English
languages,both texts equally authentic.
本协议书于 1999年 6月 24日在广东省海口市签署,
由中英文两种文字写成 。 两种文本具有同等效力 。
Lesson Eight
12.The present agreement will be valid for five
years,It becomes effective immediately upon
signature,Upon expiration,it may remain in
force for five more years through consultation by
both parties.
本协议有效期为 5年 。 自签字之日起生效 。 期满
时, 双方经过协商可延长有效期 5年 。
13.The present contract is done in Chinese and
English,both versions being equally valid.
本合同用中文和英文两种文字写成, 两种文本具
有同等效力 。
Lesson Eight
Reading Materials (A)
What Keeps U.S,Brands Aloft?
Abstract,What is it,exactly,that's keeping
U.S,brands aloft? Credit a combination of smart
brand management and sheer luck,This article
tells of something about successful U.S,brands.
Key words,U.S,brand; brand management;
global marketplace
Lesson Eight
Reading Materials (B)
Name,Key to a Company’s Success
Abstract,This article tells us a rule that
a good name is the key to a company’s
success.
Key words,name; key; company’s
success 返 回
Key point,useful terms
and definitions of e-commerce
Difficult points,writing
of agreements
Lesson Eight
By the end of this lesson,you should
be able to have a good command of
□ e-commerce terms given in the lesson
□ writing of agreements
□ useful sentences for agreement
(contract)
By the end of this lesson,you should
be able to
□ analyze Nike’s marketing decisions
□ prescribe the growing steps of Nike.
Lesson Eight
Nike,from Small Beginnings
to World Giant
Abstract,Sports footwear and clothing
maker Nike has become one of the most
successful companies in the world,Its
position as a giant global company has
much to do with its marketing decisions.
Key words,Nike; marketing decisions;
marketing strategies; advertisement
Lesson Eight
New Words
capitalize on v.,利用
goddess n,女神
waffle-sole
design
n,指以烤蛋饼用的铁制模具作为鞋底的
式样
cash on v,利用；从中获利
leisure n.; a,有闲；休闲 （ 的 ）
boom n.; v,兴旺；激增
jog n.; v,缓步前进；慢跑
athlete n 运动员；田径运动员
Lesson Eight
endorse v,签署；认可；赞同
gear n 指 （ 时髦 ） 服饰
loom v,大量涌进；滚滚而来
rugged a,不平的；粗犷
controversial a,引起争论的；爱争论的
inextricably Ad,无法摆脱地；纠缠地
adage n,谚语；格言
sizzle v.,发出咝咝的声音
apparel n,衣服；衣物
Lesson Eight
Sentence Explanations
1,The global giant company with revenues
in 1996 of $US6.4 billion and profits of $553
million started in the 1960s with the company's
founders selling cheap Japanese sports shoes to
American high school athletes at school track
meetings,using a supply of shoes they kept in
their car.
这家全球巨人公司 1996年销售额达 64亿美元, 利
润达 5.53亿美元, 而在 60年代 却是靠推销廉价日本
运动鞋起家的, 它的创始人将鞋放在自己的小汽车
里, 在高中田径运动会上向运动员兜售 。
Lesson Eight
…with the company's founders selling cheap
Japanese sports shoes to American high school
athletes at school track meetings,using a supply
of shoes they kept in their car,注意, with 后面
接复合宾语 （ 宾语 company's founders及其后
面的两个宾语补足语 selling cheap Japanese
sports shoes…和 using a supply of shoes they
kept in their car ） 用来说明附带情况 。
Lesson Eight
2,With excellent timing and a fair share of
good luck,the founders of Nike were perfectly
placed to cash in on America's sports leisure
boom during the 1970s,when millions of
Americans began Jogging and running as part of
their Personal campaigns to keep fit and healthy.
当时, 在 70年代, 全美正掀起运动休闲的热潮,
成千上万的人为了保持健康开始参加慢跑和长跑运
动 。 天赐良机和得天独厚的运气使耐克的创始人大
获其利 。 to cash in 从中获利 。
to cash in 从中获利 。
Lesson Eight
3.The endorsements by star players,
encouraging ordinary consumers to buy the
sports gear of the stars and dream of being
champions themselves,saw Nike selling close
to $US 1 billion worth of running,basketball,
and tennis shoes in 1986,while creating their
first sports clothes under the Nike label.
明星运动员的加盟鼓动了普通消费者购买明星
们穿的运动服装, 梦想自己有朝一日成为冠军 。
1986年, 耐克公司出售了价值近 10亿美元的跑鞋,
篮球鞋和网球鞋 。 这一年, 耐克创立了它首批以耐
克命名的运动服系列 。
The endorsements做主语 。 saw是谓语, see sb
+…ing表示使某人如何如何 ……
Lesson Eight
Skill Training
Agreement (Contract)
协议书也称为协定或合同 。 是一种契约凭证 。 协议
书对签约各方均有约束力, 要求各方履行所规定的
义务, 保证享受所规定的权利 。 协议书一般包括以
下几个部分：标题, 正文, 签署日期, 签署地点,
签约各方签字署名 。 协议书由于是一种契约凭证,
具有法律效力, 所以用词非常讲究明白, 准确, 严
谨 。 有一些常用的词组, 套语 。 Agreement的写法
同样适合以下类似文种,contract 合同 ; protocol 草
案 ; treaty 条约等等 。
Lesson Eight
AGREEMENT ON BUILDING A TOURIST
HOTEL BETWEEN
CHINA HAINAN TRAVEL SERVICE AND U.S,A
& B BUILDING COMPANY
An agreement is hereby concluded between the
China Hainan Travel Service (hereinafter to be
called the first party) and the U,S,A & B
Building Company (hereinafter to he called the
second patty) for the building of a tourist hotel.
The two contracting parties after full discussion
and consultation,agree to the following terms:
Lesson Eight
1) The first party entrusts the second party
with building a tourist hotel,the design of
which is to be submitted by the first party.
2) Both contracting parties agree that the
building cost is fixed at $ 5 000,000 only (five
million U,S,dollars),thirty per cent of which
is to be paid by the first party to the second
party within ten days after the conclusion of the
resent agreement,all the rest to follow up two
weeks after the completion of the building.
3) The materials to be used for building the
tourist hotel are to be supplied on time by the
Lesson Eight
first party,They must meet the agreed standards
and specifications.
4) The building of the tourist hotel must be
complete six months after the conclusion of the
present agreement,The take-over will take place
on Dec,24,1999.
5) The said tourist hotel is guaranteed for fifty
years against collapse or leakage,for which,if
found in any form,repairs must be done gratis
by the second party.
Lesson Eight
6) Should any matter that is not provided for
in this agreement arise during the course of its
performance,it is to be settled through
consultation by the two parties.
7) Signed on June 24,1999,at Haikou，
Guangdong Province,the present agreement is
made in duplicate in the Chinese and English
languages,both texts equally authentic.
Lesson Eight
Li Xin Harry Whitney
(signed) (signed )
For Hainan Travel Service For A & B Building
Company
P.R,China USA
Lesson Eight
Useful Sentences for
Agreement (Contract)
1.（ hereinafter to be called the first party）
以下称为甲方
2.Following sincere and friendly discussion,
AAA Company and BBB Company have
arrived at the following agreement.
AAA公司与 BBB公司双方经过诚挚友好会谈, 达
成以下协议 。
3.An agreement is hereby concluded between
AAA Company and BBB Company for…
AAA公司与 BBB公司就 （ 某事 ） 达成协议 。
Lesson Eight
4.The two contracting parties after full
discussion and consultation,agree to the
following terms:
协议双方经过充分的讨论和协商, 同意以下条款：
5.The first party entrusts the second party
with…
甲方委托乙方 … （ 做某事 ）
6.Both contracting parties agree that…
协议双方一致同意 …
Lesson Eight
7.The two contracting parties after full
discussion and consultation,agree to the
following terms:
协议双方经过充分的讨论和协商, 同意以下条款：
8.The first party entrusts the second party
with…
甲方委托乙方 … （ 做某事 ）
9.Both contracting parties agree that…
协议双方一致同意 …
Lesson Eight
10.Should any matter that is not provided for
in this agreement arise during the course of its
performance,it is to be settled through
consultation by the two parties.
本协议在执行中如有争议,有双方协商解决 。
11.Signed on June 24,1999,at Haikou,
Guangdong Province,the present agreement is
made in duplicate in the Chinese and English
languages,both texts equally authentic.
本协议书于 1999年 6月 24日在广东省海口市签署,
由中英文两种文字写成 。 两种文本具有同等效力 。
Lesson Eight
12.The present agreement will be valid for five
years,It becomes effective immediately upon
signature,Upon expiration,it may remain in
force for five more years through consultation by
both parties.
本协议有效期为 5年 。 自签字之日起生效 。 期满
时, 双方经过协商可延长有效期 5年 。
13.The present contract is done in Chinese and
English,both versions being equally valid.
本合同用中文和英文两种文字写成, 两种文本具
有同等效力 。
Lesson Eight
Reading Materials (A)
What Keeps U.S,Brands Aloft?
Abstract,What is it,exactly,that's keeping
U.S,brands aloft? Credit a combination of smart
brand management and sheer luck,This article
tells of something about successful U.S,brands.
Key words,U.S,brand; brand management;
global marketplace
Lesson Eight
Reading Materials (B)
Name,Key to a Company’s Success
Abstract,This article tells us a rule that
a good name is the key to a company’s
success.
Key words,name; key; company’s
success 返 回
