高级综合商务英语1 彭青龙 Unit 2 Film Industry
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)
综合商务英语一册Unit2
Lead-in
• Do you know the following departments?
Can you describe the responsibilities for each?
Lead-in
• The following is the description of the
Purchasing Department. Read it and write down the responsibilities.
• E.g.: The new premises we plan to occupy
in Parish is now being built. are
Language Focus
• Julia and Rose work in the Purchasing
Department. They want to buy some new desks and chairs. Complete the conversation with the appropriate forms of the given verbs. The example is given.
Vocabulary
• Job descriptions are important for both
employers and employees to access necessary information about the job.
• Think about what the following
Language Focus
• FTC is a company in UK which will relocate
in a new place called Parish. The statements in the textbook are selected from one of FTC’s public announcements. Correct the ungrammatical forms of the verb “be”. The example 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 Unit internet 彭青龙
• Home entertainment system
• Online shopping
• Doing exercise at home
• Online reading
• Online food-ordering
• Online chatting
• Working at home
Any other?
• http://www.tru.ca/cpj/essay.htm l
• Do you agree to the author’s opinions in this article? Why or why not?
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14
Structural Analysis
Para.
Main Topics
Para.1-17 Google’s history of development, the
4. “[A 404 page] is the feeling of a broken relationship.” — Renny Gleeson
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Lead-in Discussion 4
Read the following funny sayings about the Internet. What do they suggest?
1. Imagine and describe the lifestyle of our future generations under the influence of the Internet.
2. Which Internet search engine do you like using? Why?
new challenges it is now confronted
高级综合商务英语彭青龙UnitGlobalization
overview of the past and present of big multinationals.
Para. 4-7 The benefits big multinationals obtain in the process of globalization. Para. 814 The advantages enjoyed by big multinationals over their local rivals and the existing problems on both parts.
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.
Outsourcing, while it provides jobs to a population in one country, takes away those jobs from another country, leaving many persons without opportunities.
Lead-in
高级综合商务英语1-Unit-10-career-planning-彭青龙
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-Unit-7-Mass-customization-彭青龙
Structural Analysis
Para. Para. 1-4
Main Topics
BMW’s mass customization used as a marketing device and an effective means of injecting flexibility into BMW.
高级综合商务英语1-Unit-7-Masscustomization-彭青龙
1. Lead-in 2. Text A: BMW Drives Germany 3. Text B: How Mass Customization Is
Changing Our World
Case Study
❖MyMuesli, the manufacturer of cereal food, enables the users to customize a food product through online interaction.
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
❖Q1. What is “customization”? Do you like 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.
高级综合商务英语1 Unit 12 entrepreneur 彭青龙
7
Reference answers
Q4. How should we measure the success of an entrepreneur?
• • • • • • His financial worth The stability of his company Innovative ability Contribution to society His social responsibility Integrity
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Part I
Sentence Interpretation
Three years ago one such paradox strolled into the Harvard lab that put resveratrol on the map and set in motion events that may in time radically transform the way we age… (Line 7, Para 3)
25
Part I
Words and Expressions
unprepossessing (Para.2) adj. not very attractive or noticeable example: Despite his unprepossessing appearance, he was very popular with women.
8
Reference answers
Q5. What kind of social responsibilities should an entrepreneur have? • Environmental protection • Community concerns • Social equality • Create safe quality products • Timely tax payer And other?
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Part I
Questions about Part I
Q1. What is the function of Para. 1?
The description of the factory in Para.1 gives readers a general idea of how the movie series generated work opportunity and therefore exerted its impact on economy.
Part I
Sentence Interpretation
A sculptor creates a huge monument to wizarding might. (Line 3, Para. 1) “A huge monument was created by a sculptor to represent the power of wizards.”
Part II
Questions about Part II
Q3. What are the differences between the modern blockbuster franchises such as Harry Potter series and the 1990s blockbuster-films? (Para. 10-12)
Part II
Sentence Interpretation
Cinderella’s transformation from kitchen grunt to belle is both delightful and disruptive. So it has proved for the companies involved with Harry Potter. (Line 8, Para. 3)
Part I
Sentence Interpretation
Potter must confront this menace in between worrying about sport, homework and girls. (Line 7, Para. 2) Apart from the usual things such as sport, homework and girls, which every ordinary schoolboy would have to deal with, Harry Potter also have to face the threat of Voldemort.
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 sistersarry Potter series was discovered and later became a great success is a Cinderella kind of story – at first things of great value was overlooked, then the chance of discovery came and eventually it received the fame and wealth it deserved.
Part II
Questions about Part II
Q4. Apart from selling books and movie tickets, what are the other sources of revenue for the Harry Potter franchise? (Para. 14-16)
Structural Analysis
Para.
Para. 1-2 Para. 3-16
Main Topics An general introduction of the Harry Potter series.
Para. 17
A detailed illustration of how this book series transformed several companies involved and eventually created a global mass-media franchise. The success of Harry Potter is difficult to surpass.
Rival publishers began to realize that they stand no chance to compete with the firm in the area of children’s books.
Part II
Sentence Interpretation
the project appeared ‘too British for the studios but too big to be a British production.’ (Line 8, Para. 8)
Lead-in
Who is your favorite character in the films?
Fantasy film
• Harry Potter films are generally considered as a typical example of Fantasy films. Do you know any other films that also belong to this category?
Part II
Questions about Part II
Q1. What’s the main idea of Part II (Para. 3Para. 16)?
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.
Unit Two
Film Industry
1. Lead-in 2. Text A: The Harry Potter Economy 3. Text B: China’s Investment in Silver Screen
Lead-in
• Have you seen the Harry Potter films or read the book series before? • Do you like them?
Part II
Questions about Part II
Q2. Why Warner Bros was initially reluctant to make the films? (Para. 7-9)
Because movie producers were worried that fantasy was out of fashion at the time and American audiences might not readily accept a typical British story. What’s more, investment to make such a film was not a small figure.
Part I
Words and Expressions
menace (Line. 7, Para.2) n. something that is likely to cause serious harm 威胁 e.g. • The big hole outside the house is a menace to children's safety • A careless driver is a menace to all road users.
Fantasy
• Fantasy films are films with fantastic themes, usually involving magic, supernatural events, make-believe creatures, or exotic fantasy worlds.
Part I
Words and Expressions
spackle (Line. 4, Para.1) n. Trademark, a brand of quick-drying, plaster like material for patching plasterwork. 一种墙 壁涂料的商标名 v. 涂墙粉于…use powder (containing gypsum plaster and glue) mixed with water to fill cracks and holes in a wall
The major differences are: no use of star actors, based on known properties such as books and comics and directed by respected but little-known directors.
Part II
Sentence Interpretation