高级综合商务英语1 Unit 7 Mass customization 彭青龙

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高级综合商务英语彭青龙 Unit Information Technology

Part I
Words and Expressions
Para. 1-3
Para. 4-12
Para. 13-16 A brief recall of Steve’s early life and his ups and
Para. 17-28 A discussion of the reasons that make Steve Jobs
and the Apple a daunting success for rivals to compete.
An exploration of the art of Steve Jobs to turn technology into elegant consuming products and the success Apple is enjoying now. downs before returning to Apple in 1997.
Unit Four
Information Technology
1. Lead-in 2. Text A: Silicon Valley Visionary Who Put Apple on Top 3. Text B: Nokia at the Crossroads: Blazing Platforms
Part I
Sentence Interpretation
…both Mr. Jobs’ career and Apple,…were widely considered washed up, their relevance to the future of technology written off both in Silicon Valley and on Wall street. (Line 4, Para. 2)

高级综合商务英语1彭青龙Unit1Globalization专题培训课件

Part I Questions about Part I
Q1. What is the main idea of part one (Para. 13)?
In part one, the author talks about the history of development of multinational companies and then introduces their latest movement, which is to expand rapidly, especially in those emerging markets.
Lead-in
• Globalization brings trade cபைடு நூலகம்nflicts.
Lead-in
Cultural Identity
• With different cultures around the world beginning to interact, our cultural identity is changed gradually through globalization.
Outsourcing, while it provides jobs to a population in one country, takes away those jobs from another country, leaving many persons without opportunities.
1. Lead-in 2. Text A: The Empire Strikes Back 3. Text B: Disney Theme Park
A Normal Day
• Maybe your coat could have very well been made with Chinese cotton sewed by Thai hands, shipped across the Pacific on a French freighter crewed by Spaniards to Shanghai harbor. This international exchange is becoming increasingly popular.

高级综合商务英语1 彭青龙 Unit 1 Globalization

Part I Questions about Part I
Q 2. When people talking about emerging market, what are the countries or regions that they are referring to? (Para. 1)
Emerging markets are nations with social or business activity in the process of rapid growth and industrialization. The seven largest emerging and developing economies are the BRIC countries (, Brazil, Russia, India and China), as well as Mexico, Indonesia, and Turkey.
• Global competition encourages creativity and innovation and keeps prices for commodities/services in check.
Keep ..in check 使..受抑制、约束
Lead-in
• Globalization changes our employment.
• Mobile phones have surpassed their original use.
------Steve ·Jobs
(February 24, 1955 – October 5, 2011)
Lon changes our ways of thinking.
Outsourcing, while it provides jobs to a population in one country, takes away those jobs from another country, leaving many persons without opportunities.

《商务英语综合教程》 Unit (7)

4. Develop your communication skills. Communication occurs when someone understands you, not just when you speak. One of the biggest dangers with communication is that we can work on the assumption that the other person has understood the message we are trying to get across.
2. What characteristics could be used to define good working relationship?
3. How can we build better relationship at work? 4. What kinds of certain relationships at work
◆ Additional Reading E. Highlights Vocabulary Suggested Answers
Teaching Objectives
• 1. to learn communication concepts; • 2. to learn the basics of relationships; • 3. to learn the basics of communication
relationship with your colleagues? Why?
Reading Text Building Good Work Relationships
Questions for Fast Reading

高级综合商务英语1-Unit-10-career-planning-彭青龙

Some employment opportunities require applicants to take exams, often including personality tests. This places the personality as a key determinant of whether a person does or does not get a position. If someone is rejected for a position because of a personality mismatch, it becomes more likely that the next occupational choice will lean toward a different field.
5
Lead-in Discussion
Study the following personality models and then discuss with your partner about your personalities and the types of jobs you each may fit.
10
Lead-in Hints
Success isn’t always about matching a job to a personality; it can also result from the personality opening up more opportunities in the work force -- often through effective networking. Extroverts tend to have a much larger network than introverts, affecting the number of external connections they have to the work force. This will place them at a distinct advantage if it means they wind up with more occupational choices.

高级综合商务英语1 彭青龙 Unit 5 Creativity and Innovation

Part I Questions about Part I
Q3. What’s the function of Para. 2?
Para. 2 shows how people engaged in industrial activities perceived creativity, art and culture differently 200 years ago, that is, they were perceived as unproductive and unprofitable recreations.
a. The Apple Newton personal digital assistant promised but failed to recognize handwriting.
b. Unilever and P&G have introduced “power” washing powders to remove stains but which damaged fabrics.
Lead-in Discussion
2. Breakthrough products fail to satisfy customer needs and meet customer expectations.
A recent survey found that of hundreds of new food and beverage products introduced in the last few years in the US, 90% had failed (and were withdrawn from supermarkets within 3 months of launch).

高级综合商务英语1-Unit-9-internet-彭青龙

Functions Advantages
Disadvantages
email
searching
blogging advertising shopping
12
Lead-in Million Dollar Homepage
• Click the website to get more information about Internet and our life
Unit Nine
Internet and Our Life
1
1. Lead-in 2.Text A: Internet and Our Life 3.Text B: Has the Internet Brought us
Together or Pulled us Apart?
2
3
Lead-in Discussion 1
----Peter Steiner
2. Internet: absolute communication, absolute isolation. ---- Paul Carvel
9
Lead-in Discussion 3
3. “More connections to more devices means more vulnerabilities.” — Marc Goodman
17
Part I Questions about Part I
Q3. Will Google end up as “Microsoft version two ”?
Probably. Because its main business---online searching will someday be replaced by other companies’ services such as Facebook and Apple, both of which can provide information searching more conveniently than Google.

高级综合商务英语1 彭青龙 unit6 commercial litigationPPT教学课件

7
Case 3
• Mrs. Merv Grazinski purchased a new 32foot Winnebago motor home. On her first trip home, having driven on to the freeway, she set the cruise control at 70 mph and calmly left the driver’s seat to go to the back to make herself a sandwich. The motor home left the freeway, crashed and overturned. Mrs. Grazinski sued Winnebago for not putting in the owner’s manual that she couldn’t leave the driver’s seat while cruise control was set.
15
Part II
Sentence Interpretation
In the worst situation, a lawyer can be perceived of as a gadfly, a Cassandra that can place a damper on the enthusiasm for a deal. (Line 6, Para. 2 )
12

Part I
Words and Expressions
• draft (Para. 1) n. a current of air in an enclosed area • example:
Although it is not true that getting wet or being in a draft causes a cold (a person has to come in contact with the virus to catch a cold), certain conditions such as fatigue and overwork, emotional stress, and poor nutrition may lead to increased susceptibility.

人民大2023综合商务英语(第1册)(第二版)教学课件综合商务英语B1 U7

How to Deliver Value to a Customer
6 Customer value is the benefit which might be measured in monetary terms, such as when a product helps save the customer money that would have been spent on something else. A benefit also can be difficult to quantify, such as the enjoyment that a customer receives from a product or service. The term “customer value” should not be confused with the value of customers to businesses. It refers to the value that the customers receive, not to how valuable customers are.
U1: Text A Customer Value What Is Customer Value? 1 Customer value is the benefit that a customer will get from a product or service in comparison with its cost. The term may also mean low price, receiving what is desired, receiving quality for what is paid, or receiving something in return for what is given.

《高级综合商务英语1》参考答案

高级商务英语系列教材总主编：叶兴国王光林高级综合商务英语1主编：彭青龙（习题答案）外语教学与研究出版社Unit 1 GlobalizationLead-in1. Quiz1) B 2) C 3) D 4) A 5) A2. A Mini CaseSuggested answers:●As Zara continues to expand, it might have to open other distribution centers onother continents. Language, culture, and work relations may vary significantly from the closely-managed operation currently in place in Spain. The company may run into more specific challenges in accommodating customers‘requirements due to a lack of cultural sensitivity. Zara‘s expansion globally may pose the challenge of moving from a more centralized management style to a more global style.●Lorena needs to ensure that she has a truly international team in place withmembers from both multilingual and multicultural background; draw up a plan on how global logistics will support global expansion; start a succession plan and train new logistics managers who could be ready to take on overseas responsibilities; and encourage store managers to include suggestions on cultural specifics which may help in making the final product and brand expansion successful.Text AI.Reading Comprehension1.Determine whether the following statements are true or false. Write a T fortrue, an F for false, and an NG for not given.1) T 2) F 3) T 4) F 5) F 6) T 7) T 8) F 9) T 10) NG2.Essay Questions1)The modern multinational companies have had passed through three phases. Firstcame the 19th-century ―international model‖, with firms based in their home country and selling goods through overseas sales offices. This was followed by the classic multinational firm in which the parent company created smaller versions of itself in countries around the world. And now it has been replaced by a single integrated global entity in which the firm will move people and jobs anywhere in the world, based on the right cost, the right skills and the right business environment.2)The big attractions from emerging markets are low-cost labor, highly skilledpersonnel, and a chance to cooperate with the government as a potential customer.3)They are lacking the management talents who can practice and support businessoperating models that will allow them to generate profitable growth in more mature markets over the long term.4)The single biggest challenge facing Western multinationals is the lack ofemerging-market experience in their senior ranks. Moreover, multinationals have great trouble retaining the managers they do have in emerging markets.―Well-trained, good, honest people are scarce in emerging markets. Multinationals are better at training these people than emerging-market companies, which prefer to poach them once they are trained.‖II.Blank-filling: Complete the following sentences with the words given in the box. Change the form when necessary.1) cutting-edge 2) commoditized 3) aggressive 4) forge 5) benchmark 6) blueprint 7) expatriates 8) deploy 9) ferocious 10) substantial III.Paraphrasing1.Rewriting: Rewrite the underlined part of each sentence in your own words.1) ―In the 97 years of the company‘s history, never had a particular kind of product or merchandise been managed outside the U.S.,‖he says excitedly, noting that ―Latin America now reports to Shanghai.‖2) But the assault on its services business led by a trio of Indian outsourcing upstarts, Tata Consulting Services, Infosys and Wipro, posed a big threat to the field that might be the main sources of growth for the company as expected by Mr. Palmisano.3) In many emerging markets the most attractive potential customer is the government, because of the government‘s urgent needs to improve the infrastructure facilities in a wide range, from the mobile telephone networks to roads, airports and ports, energy and water supply.4) A 2007 study of China‘s top 200 publicly traded companies found that it is still difficult even for the leading companies in China to compete with those global giants.5) American multinationals now have a ―ferocious interest in attracting non-Americans to the board‖, but they can find only a few qualified executives from the European countries, not to mention those from emerging markets.2. Sentence Transformation: Complete the following sentences based on the structures given.1) Because of the fact that hot labor markets in emerging markets are causing extremely high turnover rates, every big multinational is aiming to win the ―war for talent‖ and taking it as one of the most urgent issues.2) It is believed that as a big multinational company it enjoys advantages in recruiting and retaining talented managers than the local competitors.3) Despite the growth of their revenue which increased on the back of China‘s continued economic growth, they could only create half of the value of their global competitors.4) No longer the ―young bucks or retirement-posing types‖as they used to be,nowadays the expatriate managers appointed by multinationals to work in emerging markets are generally of a much higher quality.5) Compared with those old multinationals, the firms in emerging markets are typically lacking the depth of management talent, though the founders are often impressive.IV.Translation1.Sentence Translation1) 这一雄心勃勃的策略是对来自新兴市场的激烈竞争做出的回应。

高级综合商务英语1-Unit-7-Mass-customization-彭青龙

economy, which is resurgent from economic straitjacket but still hindered by both internal and external counter-forces.
❖Q2: What are internal and external counter-forces which hinder German economy?
❖ Internal: Little sign of substantive change in the system of labor relations, hindering productivity level
❖External: Low-cost competition from Asia and East Europe
Part II Words and Expressions
❖formidable (Para. 6) ❖adj. difficult to undertake, surmount, or defeat ❖synonym: awesome ❖example:
As the workshop of world, China has become a formidable trading power to be reckoned with, causing other countries to view its massive potential market with hope and its cheap products with fear.
❖“A big dollop of cream on the cake” is slightly adapted from “icing on the cake”, which means “a second great thing that happens in addition to the first”.

高级综合商务英语1彭青龙Unit2FilmIndustry

第二十二页
Part II Sentence Interpretation
…rival publishers were griping that there was no point bidding against the firm for a children’s title. (Line 7, Para. 6)
第七页
第八页
Structural Analysis
Para. Para. 1-2
Main Topics
An general introduction of the Harry Potter series.
Para. 3-16 Para. 17
A detailed illustration of how this book series transformed several companies involved and eventually created a global mass-media franchise.
第十四页
Part I Words and Expressions
stifling (Line. 3, Para.2) adj. it is used to describe a place that is extremely hot 热得难受的 or if a situation is stifling, it makes you feel uncomfortable because you can not do what you want. 令人感到压抑的 e.g. Life at home with her parents and two sisters was stifling.
J.K. Rowling’s fiction not only helped to generate huge financial success for several companies involved but also created a whole industry and transformed the Hollywood.

高级综合商务英语1精编版.doc

⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯最新料推荐⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯Unit 4今年1 月，史蒂夫?乔布斯(Steve Jobs) 走上旧金山芳草地艺术中心 (Yerba Buena Center) 的舞台发布 iPad ，完成了现代商业史上最引人注目的一次复出。

这不仅仅关乎半年前迫使他退居幕后的疾病。

病魔一度令乔布斯严重消瘦，最终不得不进行肝脏移植手术。

而就在十多年前，几乎所有人认为乔布斯的事业及其共同创立的苹果公司 (Apple) 已经走上绝路。

硅谷和华尔街都断定，它们已经与科技的未来无缘。

然而，到了今年初，苹果已然重生。

在 1 月份的发布会之前，即使是按照乔布斯自己的苛刻标准衡量，外界对苹果的期望程度也是异乎寻常的。

批评者总是用贬抑的口吻谈论乔布斯创造的“现实扭曲场”：他能让观众信服，那些在其他厂商手中似乎尚未成形的技术已经被苹果完美地应用。

为了激起消费者购买他们自己也不知道是否真正需要的电子产品的欲望，打消他们的疑虑极其关键，而乔布斯则早就被公认为这种艺术形式的大师。

在iPad 发布之前的数月内，科技界对苹果这款最新的突破性产品猜测纷纷。

据传它是没有键盘的触摸屏电脑，甚至可以媲美2001年的 iPod 和 2007 年的 iPhone 带来的影响。

在 1 月份的发布会上，乔布斯带上台的iPad 没有让人们失望。

对于 F?斯科特 ?菲茨杰拉德 (F. Scott Fitzgerald)广为流传的名言（美国人的生命中没有第二幕）而言，没有比这更坚决的反驳了。

乔布斯首次登上报纸头条时，甚至比现在的马克?扎克伯格 (Mark Zuckerberg) 还要年轻。

早在书呆子备受追捧之前，由于在普及个人电脑 (PC)中发挥的关键作用，以及苹果在华尔街的成功上市（当时乔布斯年仅 25 岁），乔布斯就成为了科技界的第一个摇滚明星。

如今，三十年过去了，乔布斯成为了在塑造世纪之交的世界中居功至伟的美国西海岸的几大科技巨头之一。

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Para. 5-8 Para. 9-11
BMW symbolic of German economy BMW’s highly automated Leipzig plant conducive to mass customization
Para. 12-18 BMW ’s attempt to handle the key issues of mass customization: workforce flexibility, production capacity expansion, product-line expansion.
juggle (Para. 4) v. to keep (several simultaneous activities) in motion or progress at one time example: He is an expertly project manager who can juggle multiple projects and still make progress on each.
Part II Sentence Interpretation
1. Faced with low-cost competition from Asia and Eastern Europe, he says, “many German firms did their homework, and now they are benefiting from it.” (Line 1, Para. 8) “ Do one ’ s homework ” is an idiomatic expression which means “to study a subject or situation carefully so that one knows a lot about it and can deal with it successfully”.
Q2: What are internal and external counter-forces which hinder German economy? Internal: Little sign of substantive change in the system of labor relations, hindering productivity level External: Low-cost competition from Asia and East Europe
Part I
Notes
Fine art something requiring highly developed techniques and skills
Part II Questions about Part II
What’s the main idea of Part II (Para. 5-8)? BMW is in some ways symbolic of German economy, which is resurgent from economic straitjacket but still hindered by both internal and external counter-forces.
Q2. What does “heavily unionized workforce” mean? What changes have been brought about by the deals BMW struck with its workforce? 1) A union is a group of workers who have come together to make collective decisions about their work and their working conditions. Heavily unionized workforce means that a relatively high proportion of employees belong to a union.
2. BMW does not break out details of the additional revenue, but given the profit margins on many add-ons, “it’s like a big dollop of cream on the cake”, says Peter Schmidt, a British-based auto-industry consultant. (Line 6, Para. 2) BMW does not categorize specific information of the additional revenues generated by its many add-ons, but on the condition of their profit margins, it’s just like adding a big dollop of cream onto the cake.
2) A number of challenges can arise for a company to manage a heavily unionized workforce, especially because of lack of flexibility. Union workers often work set hours, and they must take a certain number of breaks during the day, no matter how heavy or how light the workload. Deals BMW struck with its workforce enabled it to bring in new ways of working and manage its workforce more or less in accordance with production demands.
Part I
Sentence Interpretation
1. Your BMW dealer will be happy to oblige with as many changes as you care to make, until a cutoff point: six days before your particular car goes into production. (Line 7, Para. 1) Your BMW dealer will be happy to do a favor by making as many changes as you care to, until a point of termination...
MyMuesli’s customizing its cereal food?
Why or why not?
However, the company neglected robust processes of mass customization. Whenever a report on customers’ favor was published, the manufacturing capacity was insufficient. For lack of human labor mixing muesli from about 65 different categories of options by hand, the company had to turn down prospective customers by setting a daily order limit. Q2: Is there any solution to this problem?
Part II
Words and Expressions
formidable (Para. 6) adj. difficult to undertake, surmount, or defeat synonym: awesome example: As the workshop of world, China has become a formidable trading power to be reckoned with, causing other countries to view its massive potential market with hope and its cheap products with fear.
“ A big dollop of cream on the cake ” is slightly adapted from “icing on the cake”, which means “ a second great thing that happens in addition to the first”.
Q3: What lessons of potential risarnt from this
case?
Q4: In your opinion, what products are more suitable for mass customization?
Part I
Questions about Part I
Q1. What’s the main idea of Part I (Para. 1-4)? BMW used mass customization to promote its sales as a handy marketing device and to inject flexibility into almost every aspect of the company, particularly, manifested by its ability to cater for fickle customer desires and its rhythm of work.