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While I am waiting for the reply, the China Import & Export Commodities Fair will be held next month. I applied for the chance to be in practice from our college.

This is the first time for me to work for the China Import & Export Commodities Fair, and this time I am happy I was recommended to work as an interpreter for a company called MEIYUE LEATHERWARES CO. Ltd.

“Think twice before you leap”, this saying is indeed full of truth. To be one who never fights without preparation means I have to focus on my target—MEIYUE LEATHERWARES CO. Ltd.

So, I quickly surfed on the Internet, trying to know something about that company. I believe that knowing this may help me a lot with my future work.

The next day I was very happy to “visit” the company. I thought I would have chances to use my spoken English in this company. But to my surprise, after a short interview, the office secretary Ms. Zhou offered me some basic information about their company and asked me to write a company profile for her.

This time I faced a real test, not in the classroom, but in the office! I need to convince myself I am capable to manage all this!

I grabbed a pen and tried to control my shaking fingers and kept telling myself, “It’s nothing, just a simple introduction!” after a short period of time, I scribbled something like this:

MEIYUE LEATHERWARES CO. Ltd. was established in 1983 and with over 23 years of experience in producing fashionable lady handbags and wallets in leather, PVC, nylon, and various types of fabrics. We have established a worldwide customer network; and have gained valuable experiences in serving different customers. All the customers are satisfied with our high-quality products, competitive price, prompt sample development, and on-time delivery. Our designers still can offer professional designs according to our customers’ special requests.

When browsing supplier websites or reading the brochures, we often see company profiles that only use a little work. In Cindy’s profile, she gave a brief introduction about the company’s establishment, business scope and its good services. It seems a good company overview, but when we think for more, we will ask ourselves some questions:

1. Can we say “All the customers are satisfied with our high quality products...” in a company profile?

2. Should we let business readers know the location of our company?

3. Is it necessary to introduce the scale, monthly output, machines and technology used in production?

4. How to handle orders?

Furthermore, should Cindy introduce significant achievements and awards to the business readers? A company profile is an opportunity to provide potential customers an overview of who you are and what you do, and second, a company profile is a major contributor toward the first impression buyers will have of your company and is a great opportunity to gain their trust, so use it to your advantage.

From the above questions, we can see that Cindy didn’t mention the questions that we may wish to include in our company profile.

When writing a company profile, it is important to remember that its length must be between 400 and 4,000 characters, including spaces. With this in mind, it makes good sense to plan how you are going to structure your information and its presentation. Although you are free to format your company profiles in any way you wish, normally we would suggest using paragraphs.

Paragraph 1—The Introduction

You may want to think about using the first paragraph to introduce your company and want to include:

1. The year your company was established;

2. Your company’s location;

3. If you are a member of a group company;

4. What products/services you offer;

5. Any foreign investment that you may have.

Simply state the year in which your company was established. As for your company’s location, the city and state/province are sufficient, so don’t waste valuable space writing a historical overview of your surrounding area. People want to read about your company, not where you live.

If you are a member of a group company, telling readers which group you belong to can be helpful, but remember this is your company’s introduction and not that of your group.

Paragraph 2—What You do

After introducing your company in paragraph one, the second paragraph would be an ideal place to establish your:

1. Product range/services offered;

2. Machinery and technology used;

3. Production experience;

4. Number of staff (and foreign language speakers if you have them);

5. How orders are handled;

6. Significant achievements that would be meaningful to buyers.

When introducing your products, avoid lengthy descriptions as they belong in your product description section. Certain industries will be interested in knowing what machinery and technology you use and your production experience as well.

Stating the number of people that you employ will give your reader an indication of your company’s size. If you do employ speakers of foreign languages, make sure that you make this clear as potential buyers will feel confident that they will be understood when they contact you.

Making buyers aware of significant achievements that your company has made is another effective way to differentiate your company from your competitors.

Quality certifications (such as ISO) allow for an increased level of trust and mentioning them in your company profile can only benefit you. You may also wish to inform buyers of the quality control procedures that you have in place and whether you use or welcome third parties approved by buyers to handle QC operations. Additionally, adding your monthly output volume, countries/regions serviced and any major clients that you have will also build credibility with buyers. It is important to keep in mind that awards or certifications that are specific to your city or area only will be meaningless to readers and so you may wish to omit such certificates to save the reader from confusion.

Paragraph 4—The Closing

Many companies use the final paragraph of their company profiles to state their corporate values and invite buyers to contact them.

Limit your presentation to contain 250 to 400 words.

Use simple, short, but concise statements that can be easily understood.

Avoid giving long descriptions for a subject.

Make sure paragraphs keep to the point.

Do not over claim or use flowery language.

If your product is new, tell the reader what is new about it.

Don’t write with capital letters, it looks as if you are SHOUTING! And not as important information.

Write facts not opinions—you must be able to back up statements such as “biggest”, “best,”etc.

Check that your contact information is correct and updated.

Collect as much information about your company.

Situation: Write an introduction to the following company based on the given information.

名称：中化集团公司（Sinochem Group）

1950年成立于中国北京，国有企业

主要传统业务为石油、化肥、橡胶、塑料、化工产品的进出口贸易以及国内贸易和转口贸易，目前涉足物业、酒店、金融、保险、运输、仓储等领域

已17次进入《财富》全球500强，2007年名列第299位

“SINOCHEM”品牌享誉国际石油化工领域

Words for Reference:

国有企业：state-owned enterprise

化工产品：chemical products

国内贸易：domestic trade

转口贸易：transit trade

物　　业：property

金　　融：finance

保　　险：insurance

运　　输：transport

仓　　储：warehousing

石油化工：petrochemical (adj.)

1. In the introductory paragraph, start your introduction with the name and location of your company and the year your company established;

2. In the second paragraph, establish your product range/services offered, your production experience and/or the number of staff;

3. In the closing, mention significant achievements which would be meaningful to buyers.

Organizations today are increasingly interested in hiring people with speaking skills. As organizations are downsizing, they need more well-rounded people. They may not be the technical expert, but the spokesperson for a product.

At some point everyone in business has to sell an idea, and such persuasion is often done in person. Speaking skills play an important role in a successful career. You might, for example, need to introduce your company to your clients, describe your company’s expansion plans to your banker, or you might need to persuade management to support your proposed marketing strategy. You might have to make a sales pitch in front of customers or a professional gathering. Therefore many businesspeople must make presentations as part of their careers.

But how can we make an effective oral presentation?

Know the needs of your audience and match your contents to their needs. Know your material thoroughly. Put what you have to say in a logical sequence. Ensure your speech will be captivating to your audience as well as worth their time and attention. Practice and rehearse your speech at home or where you can be at ease and comfortable, in front of a mirror, your family, friends or colleagues. Use a tape-recorder and listen to yourself. Videotape your presentation and analyze it. Know what your strong and weak points are. Emphasize your strong points during your presentation.

When you are presenting in front of audience, you are performing as an actor is on stage. How you are being perceived is very important. Dress appropriately for the occasion. Be solemn if your topic is serious. Present the desired image to your audience. Look pleasant, enthusiastic, confident, proud, but not arrogant. Remain calm. Appear relaxed, even if you feel nervous. Speak slowly, enunciate clearly, and show appropriate emotion and feeling relating to your topic. Establish rapport with your audience. Speak to the person farthest away from you to ensure your voice is loud enough to project to the back of the room. Vary the tone of your voice and dramatize if necessary. If a microphone is available, adjust and adapt your voice accordingly.

Body language is important. Standing, walking or moving about with appropriate hand gesture or facial expression is preferred to sitting down or standing still with head down and reading from a prepared speech.

Speak with conviction as if you really believe in what you are saying. Persuade your audience effectively. The material you present orally should have the same ingredients as that which are required for a written research paper, i.e. a logical progression from INTRODUCTION (Thesis statement) to BODY (strong supporting arguments, accurate and up-to-date information) to CONCLUSION (re-state thesis, summary, and logical conclusion).

Do not read from notes for any extended length of time although it is quite acceptable to glance at your notes infrequently. Speak loudly and clearly. Sound confident. Do not mumble. If you made an error, correct it, and continue. No need to make excuses or apologize profusely.

Maintain sincere eye contact with your audience. Use the 3-second method, e.g. look straight into the eyes of a person in the audience for 3 seconds at a time. Have direct eye contact with a number of people in the audience, and every now and then glance at the whole audience while speaking. Use your eye contact to make everyone in your audience feel involved.

Speak to your audience, listen to their questions, respond to their reactions, adjust and adapt. If what you have prepared is obviously not getting across to your audience, change your strategy mid-stream if you are well prepared to do so. Remember that communication is the key to a successful presentation.

Pause. Allow yourself and your audience a little time to reflect and think. Don’t race through your presentation and leave your audience, as well as yourself, feeling out of breath.

Add humor whenever appropriate and possible. Keep audience interested throughout your entire presentation. Remember that an interesting speech makes time fly, but a boring speech is always too long to endure even if the presentation time is the same.

Know when to stop talking. To end your presentation, summarize your main points in the same way as you normally do in the CONCLUSION of a written paper. Terminate your presentation with an interesting remark or an appropriate punch line. Leave your listeners with a positive impression and a sense of completion. Do not belabor your closing remarks.

sales pitch: 推销商品用语；商品宣传语

captivate: v. 迷住；使……着迷

rehearse: vt.& vi. 排练，排演；公开练习

perceive: v. 意识到；察觉，发觉

enunciate: vi.&vt.（清晰地）发音；确切地说明

rapport: n. 友好关系；融洽，和谐

conviction: n. 说服；确信

terminate: vt.& vi. 结束；使终结

belabor: vt. 就……作过度的说明；向……唠叨

automotive: adj. 汽车的

full-service: n. 经营全部业务,全方位服务

stockholders/stakeholders: n. 股东

common stockholders: 普通股股东

sustainable strategic alliances: 可持续的战略伙伴/联盟

enunciate: v. 阐明，清晰发言

rapport: n. 和谐，亲善

progression: n. 推进，行进

profusely: adv. 丰富地

punch line: （故事，戏剧，笑话等中的）妙语

belabor: vt. 就……做过分冗长的讨论或分析等

A. Vocabulary Development

1. Our company was founded in...

2. Our company specializes in...

3. ... is a Shenzhen-based consulting firm

4. We mainly handle...

5. We secondly sell...

6. The involved scope of business includes...

7. ... Enterprise Co. Ltd is an import and export corporation combining industry and trade.

8. It mainly engages in domestic trade, exporting and importing, and it also invests in projects at home and abroad.

9. Administrative personnel and business staff of the company are all with high quality.

10. The company is a group with first-rate management, first-rate technology, first-rate service and first-rate staff.

11. We hold the tenet（宗旨）of “satisfying the clients with high quality, honesty and mutual benefit”.

12. The company sincerely welcomes friends from both home and abroad to come to us for business and cooperation.

13. We believe that quality is the soul of an enterprise.

14. Quality is even more important than quantity.

15. ...is a professional company that specializes in glass box, jewelry box and...

Translate the following terms and expressions.

1. subsidiaries (company)

6. research and development

10. principle of equality and mutual benefit

Choose the best answer to complete each of the following sentences.

1. The company name “Sony” was _____ by combining two words “sonus” and “sonny”showing that “Sony” is a very small group of young people who have the energy and passion toward unlimited creation.

A. create　　B. creating　　C. created　　D. creation

2. The medicine company _____ New Jersey and has branches in more than 50 countries all over the world

A. based in　　B. is based in　　C. based on　　D. is based on

3. This company was founded through the _____ of two companies.

A. merges　　B. merger　　C. merged　　D. mergers

4. _____ your letter to our branch office.

A. Please you send　　　　　B. You please send

C. Pleased send　　　　　　 D. Please send

5. With global sales in 2003 of 41.9 billion, the company _____ 24th in the Business　Week list of “50 Best-Performing Companies”.

A. rank　　B. ranking　　C. is ranked　　D. was ranked

6. We are a Sino-Korean Joint Venture_____ silk clothes.

A. specialize in　　B. dealing in　　C. specialized in　　D. deals in

7. We offer _____ name goods and services to our customers worldwide.

A. brand　　B. branded　　C. branding　D. brands

8. This enterprise asks its employees to be loyal to_____, be loyal to customers and be loyal to society.

A. employers　B. employees　　C. employ　 D. employing

9. In past years, we have made efforts to develop business _____.

A. in this line　B. for this section　 C. of this　 D. on this line

10. We are sending you by separate airmail（另行航寄）the samples, _____ you will find them satisfactory.

A. to hope　 B. hoping　　C. hopefully　D. hope

Fill in the blanks with proper forms of the words or phrases given.

operate　　　　develop　　　　　　allow　　　　　market　　　　　goal

service　　　　there is our new...

1. ________________ to NASA, Boeing ________________ the Space Shuttle and International Space Station. The company also provides numerous military and commercial airline support services.

2. We _________________ and _________________ Internet-enabled products and services that lead to a healthier lifestyle.

3. In addition to the original (and unique) Pret take-away concept, ______________ Pret delivery _______________ and Local Pret to look forward to. We must go one step at a time, no rush.

4. We are a global communications leader ______________ a passion to invent and an unceasing commitment to advance the way the world connects. Our communication solutions _________________ people, businesses and governments to be more connected and more mobile.

5. We ______________ Italian wine promotion; our ______________ is to introduce tradition and culture to new and modern Chinese consumers.

Complete the description of awards and honors Haier achieved with the r eference of Chinese in brackets.

Haier refrigerator and washing machine are among (1) ______________________________________________（中国世界知名品牌第一梯队）products awarded by the General Administration of Quality Supervision, Inspection and Quarantine of the P.R.C.__________________（2008年3月）, Haier (2) ____________________（被选为）one of the“China’ s Top 10 Global Brands” by (3) ______________________（《金融时报》）for the second time. In June 2008, Haier ranked 13th and 1st among Chinese companies on the list of the world’s “600 Most Reputable Companies” , released by Forbes. In July 2008, Haier(4) __________________（排名第一）in terms of overall leadership among Chinese mainland companies in the Wall　Street　Journal　Asia’s annual survey of (5) “_______________________”（亚洲企业200强）for the fifth time. Haier has (6) ______________________（成为国际品牌）, and its prestige is rising fast with its expansion into the international market.

Translate the following paragraphs into Chinese.

1. PepsiCo（百事公司）, with its headquarters located in Purchase, New York, is a world leader in convenient foods and beverages, with revenues of about USD27 billion and over 143,000 employees. The company consists of Frito-Lay North America, PepsiCo North America, Gatorade/Tropicana North America and Quaker Foods North America. PepsiCo was founded in 1965 through the merger of Pepsi-Cola and Frito-Lay, the mission of which is to be the world’s premier consumer products company focused on convenient foods and beverages. In everything they do, they strive for honesty, fairness and integrity. PepsiCo shares are traded principally on the New York Stock Exchange（纽约证券交易所）in the United States. The company is also listed on the Amsterdam, Chicago, Swiss and Tokyo stock exchanges.

2. Johnson & Johnson is the world’s most comprehensive manufacturer of health care products, as well as a provider of related services for the consumer, pharmaceutical and medical devices markets. Johnson & Johnson is located in New Brunswick, New Jersey having 109,500 employees worldwide and 200 operating companies in 57 countries. With $41.9 billion worldwide sales and $7.2 billion net earning（纯收入）in 2003, Johnson & Johnson was ranked 30th on the 2004 Fortune 500.

3. Ericsson is the largest supplier of mobile system in the world and support all major standard for wireless communication. The world’s 10 largest mobile operators are among our customers and some 40% of all mobile calls are made through our systems. We are also a top supplier of complete mobile multi-media products. We have been active worldwide since 1876 and are today present in more than 140 countries. Our headquarters are located in Stockholm, Sweden.

4. Haier was incorporated in 1984 and initially produced household refrigerators. Now Haier manufactures a wide range of household electrical appliances in 96 categories with 15,100 specifications and exports products to more than 160 countries, including refrigerators, freezers, air conditioners, dishwashers, laundry products, small appliances, electronics and televisions. In 2003, Haier’s global sales hit RMB80 billion and Haier brand topped all Chinese trademarks at a nationwide survey. Haier’s short-term goal is to ascend to world top 3 white goods manufacturers.

5. ICI Swire Paints (China) Ltd. is a world-class international company, one of the largest manufacturers of chemical products in the world. Our activities involve many aspects of our daily life, selling in over 150 countries, manufacturing in 40 and operating from over 600 locations world-wide.

Translate the following sentences into English.

1. 我们是一家专营出口的中美合资企业。（公司性质）

2. 这家公司于1966年开始其快餐（fast food）业务，在40多个国家都有分公司，是世界最大的跨国（multinational）快餐公司之一。（成立时间，规模）

3. 公司总部设在日本东京，在全球共有157 000名员工，本部有35 000名员工。2013年度净利润为4.6万亿日元（yen）。（公司地点，规模）

4. 固特异（Goodyear），世界最大的轮胎和橡胶公司，业务遍布全球六大洲，年销售额近140亿美元。除了Goodyear，该公司还生产、销售其他知名品牌的轮胎，包括Dunlop, Kelly, Fulda, Lee, Sava和Debica。（主要品牌）

5. Toys “R” Us. Inc. 是美国最大的玩具零售商（retailer），在世界有1 600家店面。专营玩具、儿童服饰及婴儿用品。（经营范围）