Unit Eighteen Marketing Real Estate English for Construction Project Management Vocabulary Key...

Unit Eighteen Marketing Real Estate

English for Construction Project Management

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promotion n （为推销商品而做的）广告宣传，促销，推销活动dominant a 占优势的，统治的，支配的mortgage n 抵押，抵押借款feedback n 反馈，反应burglary n 入室行窃brochure n 小册子

Words and Expressions




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flyer n 单页广告（常夹在报纸中分发），传单 open house n 样板房specific advertising 某一特定物业的广告name advertising （公司）名称广告institutional advertising 行业广告classified advertising 分类广告




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up-to-the-minute a 最新的，最近的

booklet n 小册子

home show 房展

waiting room 等候室，候诊室

motel n 汽车旅馆




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English-Chinese translation

1. marketing real estate 房地产市场营销

2. real estate broker 房地产经纪人

3. specific advertising 特定对象广告

4. name advertising 名称广告

5. institutional advertising 行业广告




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6. 无效合同 invalid contract

7. 分类广告 Classified

advertising

8. 广告媒体 Advertising Media

9. 样板房 open houses

10. 房展 home shows




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Marketing is the process of planning and

executing the conception, pricing, promotion,

and distribution of ideas, goods and services to

create exchanges that satisfy individual and

organizational objectives.

本句中 process of 后的四个并列部分分别是：planning and executing the conception ； pricing ；

promotion ；以及 distribution of ideas, goods and

services.




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全句可译为：市场营销是计划并执行（营销）理念、定价、促销以及传播想法、商品、服务的过程，以满足个人和组织的交换需求。




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The agent is trained to screen prospective

buyers, whereas the homeowner selling on her

own would be subject to visits of people who are

just looking or possibly even persons evaluating

the house for future burglary.

本句中， screen 表示“筛选、挑选”； whereas 表示转折，为“然而，但是”之意； be subject to 为“受支配，从属于，常遭受…”等之意。




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全句可译为：房屋代理商对于如何筛选预期购买人训练有素，而亲自卖房的个人业主就要承受很多人来上门看房，而这些人可能仅仅只是看看而已，甚至有的还是来对房子估价以图今后入室行窃的。




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Since potential buyers are interested in

up-to-the-minute information on available

property, the daily newspaper serves the

broker well.

本句中 up-to-the-minute 表示“最新的，最近的”之意。 daily newspaper 指“日报”。全句可译为：由于潜在购房人关注的是房源的最新信息，因此日报能很好地服务于经纪人的需要。




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Some brokers maintain connections with a

referral network of brokers in other cities to get

contacts with potential buyers before their

families actually visit the community.

本句中， referral 原指“提名，推举，被推举的人”等，在此指房地产交易中的被介绍人。 a referral

network 指房地产的房源信息网络。全句可译为：一些房地产经纪人和其他城市房地产中介咨询网保持着联系，以便潜在客户上门看房之前就开始与他们进行接触。




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Comprehension Exercises

1. Why are home owners who try to sell for themselves often not successful?

The dominant reasons that home sellers turn to

real estate brokers rather than trying to sell their

property on their own are that they need technical

assistance and they are hesitant to take risks.

Many have difficulty making a decision as to the

price to ask and they want advice in preparing their

homes for showing.




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2. According to the research of real estate business, how many people among 6 come into contact with a broker in the buying process?

Research indicates that about five out of six

home buyers come into contact with a broker

in the buying process.




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3. Which activities does the real estate promotion include?

Selling is aided by promotion, which includes

activities such as advertising, public relations,

holding open houses, and distributing

brochures or publications.




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4. Which are the kinds of advertising and

what are their objectives respectively?

Advertising can be classified as specific advertising, name

advertising, and institutional advertising.

Specific advertising promotes individual parcels of real

estate or particular services. The objective is to sell or rent a

specific property described in the ad or to secure customers

for the broker’s services. Specific advertising usually appears

in newspapers, brochures, or flyers.




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The second category is name advertising. The purpose of

name advertising is to display the name of the firm

before the public. This advertising aims to enhance the

firm’s reputation and image in the eyes of potential

home buyers or sellers.

Institutional advertising aims to create a favorable

public opinion toward the real estate brokerage business.

It is intended to influence public opinion so that potential

sellers or buyers will select a broker rather than sell or

buy on their own.




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5. What are the advertising media that suitable for real estate brokers?

Newspapers are the most widely used medium

for advertising by real estate brokers.

Other advertising media suitable for real

estate brokers’ ads are magazines, radio,

television, outdoor signs, booklets, home shows,

and other displays.




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bubble n 泡沫mortgage n v 抵押bust n 萧条，破产，不景

气monetary a 货币的，金融的engulf v 吞没fraud n 骗子，欺骗，诈欺foreclose v 排除，取消抵押品的赎

回权

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securitization n 证券化curb n 抑制，束缚，勒马绳；边石，路缘margin n (时间，金钱 )富余，利润，页边空白，边缘prick v 刺，穿，受责备 n. 扎，逗点，锥quota n 配额，限额subprime n 次优级抵押贷款

Unit Eighteen Marketing Real Estate English for Construction Project Management Vocabulary Key...

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