高级综合商务英语1-彭青龙-Unit-1-Globalization

UnitOne

GlobalizationLead-inTextA:TheEmpireStrikesBackTextB:DisneyThemeParkLead-in

ANormalDayMaybeyourcoatcouldhaveverywellbeenmadewithChinesecottonsewedbyThaihands,shippedacrossthePacificonaFrenchfreightercrewedbySpaniardstoShanghaiharbor.Thisinternationalexchangeisbecomingincreasinglypopular.Thereisagreateraccesstoforeigncultureintheformofmovies,music,food,clothing,andmore.Inshort,theworldhasmorechoices.Lead-inQuizTime!Lead-inAwarm-updiscussionontheprosandconsofglobalization.Lead-in

Mobilephoneshavesurpassedtheiroriginaluse.

------Steve·Jobs(February24,1955–October5,2011)

Globalizationchangesourwaysofcommunication.Costsoftelephonecallsaswellastravelhavefallen.Communicationischeaperandeasier.

Globalizationchangesourwaysofthinking.

Globalcompetitionencouragescreativityandinnovationandkeepspricesforcommodities/servicesincheck.Lead-in

Keep..incheck使..受抑制、约束Lead-in

Globalizationchangesouremployment.Outsourcing,whileitprovidesjobstoapopulationinonecountry,takesawaythosejobsfromanothercountry,leavingmanypersonswithoutopportunities.Lead-inGlobalizationbringstradeconflicts.Lead-inCulturalIdentity

Withdifferentculturesaroundtheworldbeginningtointeract,ourculturalidentityischangedgraduallythroughglobalization.Lead-in

prosandconsconvenienceworkingtogethertowardscommongoalsunemploymentpollutionanddiseasesPros

ConsDoesglobalizationbringmorebenefitsorharmstoourworld?

TextATheEmpireStrikesBackStructuralAnalysisPara.MainTopicsPara.1-3TakingIBMasanexampletogiveanoverviewofthepastandpresentofbigmultinationals.

Para.4-7Thebenefitsbigmultinationalsobtainintheprocessofglobalization.Para.8-14Theadvantagesenjoyedbybigmultinationalsovertheirlocalrivalsandtheexistingproblemsonbothparts.PartI

QuestionsaboutPartIQ1.Whatisthemainideaofpartone(Para.1-3)?

Inpartone,theauthortalksaboutthehistoryofdevelopmentofmultinationalcompaniesandthenintroducestheirlatestmovement,whichistoexpandrapidly,especiallyinthoseemergingmarkets.PartI

QuestionsaboutPartIQ2.Whenpeopletalkingaboutemergingmarket,whatarethecountriesorregionsthattheyarereferringto?(Para.1)

Emergingmarkets

arenationswithsocialorbusinessactivityintheprocessofrapid

growth

andindustrialization.

Thesevenlargestemerginganddevelopingeconomiesarethe

BRIC

countries(,Brazil,

Russia,India

and

China),aswellas

Mexico,

Indonesia,and

Turkey.

Q3.Whatisthemeaningof“linebusiness”(Para.1)?

Linebusinessorlineofbusiness,

isageneraltermwhichoftenreferstoasetofoneormorehighlyrelatedproductswhichserviceaparticularcustomertransactionorbusinessneed.PartI

QuestionsaboutPartIQ4.Whatdoestheauthormeanbysaying“thepersonal-computerbusinesshadbecomecommoditized?”(Para.3)?

Hemeantthatthepersonal-computerbusinesshadenteredaphasethatwaslackofmeaningful

differentiation

inthemanufactured

goods.Commoditized

products

havethin

margins

andaresoldonthebasisofprice,not

brand.PartI

QuestionsaboutPartI

Whenyouwanttocreateaclimateandcultureofhyper-growth,youreallyneedtoliveandbreatheemergingmarkets.(Line3,Para.1)

“Ifyouwanttocreateanopportunityorculturethatisconductivetotherapiddevelopmentofthecompany,youreallyneedtobreakintotheemergingmarkets.”PartI

SentenceInterpretation

…notingthat“LatinAmericanowreportstoShanghai.”(Line10,Para.1)

Hepointedoutthat“nowShanghaihasbecometheheadquarterforthenewlycreated‘growthmarketsorganization’ofIBMwhichisresponsibleforitsbusinessoperationsoutsideNorthAmericaandWesternEurope.”PartI

SentenceInterpretation

…Anditintegratesthoseoperationshorizontallyandglobally.(Line16,Para.2)

Withthisnewmodelofintegratedglobalentity,multinationalscanmergethoseoperationsthatareatthesamestageofproductioninthesameordifferentindustriesinaglobalperspective.

PartI

SentenceInterpretation

ButtheassaultonitsservicesbusinessledbyatrioofIndianoutsourcingupstarts…(Line4,Para.3)

ThethreenewlyfoundedIndiancompanieswhichprovideITsupportorsoftwareprogrammingservicetoothercompaniesseverelyattackedIBM’sshareofbusinessinthisarea.

PartI

SentenceInterpretation

hyper-growth(Line.4,Para.1)

n.

veryfastgrowth

hyper-isoftenusedtoformadjectivesornounsthatdescribesomeoneorsomethingashavingalotortoomuchofaparticularquality.

example:hyper-inflationIhatedmyfather.Hewashyper-criticalandmean.

PartI

WordsandExpressions

entity(Line.13,Para.2)n.anentityissomethingthatexistsseparatelyfromotherthingsandhasaclearidentityofitsown.Inbusiness,itreferstoa

person,partnership,

organization,or

business

thathasa

legal

andseparatelyidentifiableexistence.

e.g.legalentity

法人实体

economicentity

经济实体，经济单位

businessentity

营业单位，企业单位PartI

WordsandExpressionshaveanedgeover(Line.11,Para.3)

enjoyanadvantageovere.g.Shopping

centers

are

another

areawhere

foreigners

still

have

an

edge

overlocals.

PartI

WordsandExpressionsQ1.What'sthemainideaofPartII(Para.4-Para.7)?

Thereasonsthatattractmultinationalstoexpandintoemergingmarkets,suchas:cheaplabor,highlyskilledprofessionals,bettermanagementofintellectual-propertytheftandveryattractivepotentialcustomer—thelocalgovernment.PartII

QuestionsaboutPartIIQ2.

Whyhasthelocalgovernmentbecomethemostattractivecustomertomultinationals?

Becausetheemergingmarketsgovernmentsarenowfocusingonimprovingtheirinfrastructurefacilities,whichbringsabundantopportunitiesformultinationalsfromdrawingupplanstoactualbuildingofthosefacilities.PartII

QuestionsaboutPartII

Asforeverybigmultinational,winningthe“warfortalent”isoneofthemostpressingissues,especiallyashotlabormarketsinemergingmarketsarecausingextremelyhighturnoverrates.(Line8,Para.4)

Itiscrucialformultinationalstoattractmorelocaltalents,especiallywhenthecompetitionwithlocalrivalshascausedahighinstabilityinstaffemploymentofskilledprofessionals.

PartII

SentenceInterpretation

IBMisnotaloneinpitchingdirectlytogovernmentsforthisbusiness,relyingonitsestablishedbrandandonthegrowingpressureonemerging-countrygovernmentstodeliverhigh-quality,value-for-moneyinfrastructure.(Line4,Para.6)Withitswell-establishedreputation,IBMisnottheonlymultinationalcompanyseekingcooperationwithemergingmarketsgovernments,whicharefacingurgentneedsofprovidinghigh-qualityinfrastructurefacilities.PartII

SentenceInterpretation

…gotothemwithablueprintforastrategytoimprovethemusingourtechnologytobeatglobalbenchmarks;thisisaboutrevolutionarynotincrementalchanges,...(Line5,Para.7)Whennegotiatewithlocalgovernmentabouthowtoimproveitskeyindustries,wecomeupwithaplanwhichinvolvesusingourmostadvancedtechnologytocompetewithglobalstandard;hencetheimprovementisnotasmallstepbutahugestep.PartII

SentenceInterpretation

…whichsincethelaunchingofitsecomaginationstrategyin2003hasbetbigonaboomingreentechnologies…(Line9,Para.7)

SinceGElauncheditscampaignwhichfocusesonaddressingecologicalchallengesin2003,ithasexpectedtoseearapiddevelopmentinenvironmental-friendlytechnologiesinChinaandhasinvestedgreatlyinthearea.PartII

SentenceInterpretationperennial(Para.5)adj.usedtodescribesituationsthatkeepoccurringorthatseemtoexistallthetime;usedespeciallytodescribeproblemsordifficultiesexample:

...theperennialurbanproblemsofdrugsandhomelessness.PartII

WordsandExpressionscutting-edge(Para.5)adj.inaccordwiththemostfashionableideasorstyleSynonym:

up-to-dateexample:

cutting-edgetechnologyPartII

WordsandExpressionssubstantial(Para.6)adj.largeinamountordegreeSynonym:

significantexample:

wonbyasubstantialmarginBycarefulstrategyshenegotiateda

substantialpayrise.

PartII

WordsandExpressionsincremental(Para.7)adj.usedtodescribesomethingthatincreasesinvalueorworth,oftenbyaregularamountexample:

Lecturersenjoysteadilyincrementalgrowthinsalary.Weareseekingcontinuous,

incremental

improvements,notgreatbreakthroughs.

PartII

WordsandExpressionsforge(Para.7)v.Ifonepersonorinstitutionforgesanagreementorrelationshipwithanother,theycreateitwithalotofhardwork,hopingthatitwillbestrongorlasting.努力地缔造example:

Theprimeministerisdeterminedtoforgeagoodrelationshipwiththecountry’snewleader.Theyagreedtoforgeclosereconomicties.

PartII

WordsandExpressionsPartII

Notes

NationalDevelopmentandReformCommission

Itisa

macroeconomic

managementagencyunderthe

ChineseStateCouncil,whichhasbroadadministrativeandplanningcontroloverthe

Chineseeconomy.NationalDevelopmentandReformCommissionTheNDRC‘sfunctionsareTostudyandformulatepoliciesforeconomicandsocialdevelopmentTomaintainthebalanceofeconomicdevelopmentToguiderestructuringofChina'seconomicsystem.Theofficialwebsite:/PartII

Notes

PartIIIQuestionsaboutPartIII

Q1:What'sthemainideaofPartIII(Para.8-Para.14)?

Comparedwiththeirlocalrivals,multinationalgiantsenjoycertainadvantagesinseveralareas,suchastheirmanagementorabilitytocreatevalue.However,therearealsoproblemsexistingonbothsides.Q2:WhatisthebiggestchallengefacingWesternmultinationals?(Para.11)

Itisastrikinglackofexecutivesfromemergingmarketsatthetopofmultinationals’managementteam.Theoverwhelmingmajorityoftheirseniorranksarestillwesterners.PartIIIQuestionsaboutPartIIIQ3:WhataretheproblemsfacinglocalcompaniesinChinaaccordingtotheauthor?(Para.14)ThestatusissueLackofskilltooperateinmoresophisticatedmarketsoverseas.PartIIIQuestionsaboutPartIII

A2007studyofChina’stop200publiclytradedcompaniesfoundthatthebestbusinessesinChinaarenotyetonaparwiththeworld’sforemostones.(Line1,Para.9)

A2007studyofChina’stop200publiclylistedcompaniesshowedthateventhebestcompaniesinChinastillcannotcompetewiththeworld’sleadingmultinationalgiants.PartIII

SentenceInterpretation

Mr.Houtreckonsthattheexpatriatemanagersnowdeployedbymultinationalsinemergingmarketsaregenerallyofamuchhigherqualitythanthe“youngbuckorretirement-postingtypes”theyusedtosend.(Line4,Para.10)“Theyusedtoassigneitherinexperiencednoviceorelderlymanagerswhowereabouttoretiretoemergingmarkets,butexpatriatemanagersnowtheysentaregenerallyofahigherqualitythanbefore.”commentedbyMr.Hout.PartIIISentenceInterpretationonaparwith(Para.9)asgood,bad,important,etc.assb./sth.elseexample:

Idon'tthinkhisabilityis

on

a

par

withyours.Thecompany’slatestmodelcouldtransformtheautomakerfromanicheplayertosomethingmoreonaparwithitsGermanrivals.PartIII

WordsandExpressionsdeploy(Para.10)v.1.Placetroopsorweaponsinbattleformation2.todistributesth.systematicallyorstrategicallyexample:

ThePresidentsaidhehadnointentionofdeployinggroundtroops.todeployone’sresourcesorgenius施展聪明才智PartIII

WordsandExpressionsexpatriate(Para.10)n.Anexpatriateissomeonelivinginacountrythatisnottheirown.v.moveawayfromone’snativecountryandadoptanewresidenceabroadexample:

Thispaperdevelopsapracticalapproachfortheselectionof

expatriate

managers.PartIII

WordsandExpressionsatshortnotice(Para.12)Uponreceivingthenotice,assoonasnoticedexample:

Theplansaresubjecttochange

at

short

notice.They

have

to

leave

for

France

at

short

notice.PartIII

WordsandExpressionspoach(Para.13)v.huntillegallysecretly,dishonestlypersuadesomeonefromanotherorganizationtojoin

example:

Manynationalparkssetuptoprovidearefuge,forwildlifeareregularlyinvadedbypeoplepoachinggame.Companiessometimespoachemployeesfromoneanother.PartIII

WordsandExpressions

TextBDisneyThemeParkStructuralAnalysisPara.MainTopicsPara.1AnoverallintroductionoftheWaltDisneyCompanyPara.2-3TheoperationofTokyoDisneylandPara.4-7TheprocessofsettingupDisneyParis,problemsencounteredandmeasurestakenPara.8-13ThereasonsforchoosingHongKongtobuildthesecondDisneylandinAsiaandthingstobeconsideredtoensureitssuccessDiscussion1.WhatdifficultiesdidDisneylandParisencounteratthebeginning?Exercises

I.SpeakingPeopleinFranceworriedtheparkwouldcontributetothedestructionofFrenchculture.Frenchfarmersblockedtransportationandentrytotheparks.Manypotentialcustomersinsteadvisitedthe1992OlympicsandWorld’sFairinSpainorotherEuropeanamusementparks,becausemanyEuropeanswerewarythatpricesmightbeunexpectedlyhigh.What’smore,theParisianclimatewastoomuchcoldertoattractmanywintervisitorstothepark.Finally,theno-alcoholpolicyintheparkdispleasedtheGermanandU.K.visitors.Exercises

I.SpeakingDiscussion2.Howdidthecompanydealwiththedifficulties?Exercises

I.SpeakingDisneyagreedtomakeFrenchthefirstlanguageinthepark.ItalsoaddedsomeattractionstocatertoFrenchtastes.Inthemeantime,Disneyloweredprices,eliminateditsno-alcoholpolicy,andpromotedtheparkmoreheavilywhi