商务英语阅读Unit 2-叶兴国

Business English: A Reading Course
TEXT A： HOW FAST CAN YOU LEARN Questions 1. According to Paragraph 2, what does the steep slope mean? 2. What is the rationale of Joy’s Law? 3. What about the application of Joy’s Law nowadays? 4. What is the author’s aim to use the example of Colgate’s InnoCentive? 5. What is the central ides of the text?
问问像肯· 费希尔这样杰出的市场分析师吧。
肯尼思•费希尔（Kenneth L. Fisher）生于1950年，美国商人，是总部设在加州 伍德赛德的资产管理公司费希尔投资公司的创始人兼董事会主席、CEO。 费希尔还 是《福布斯》“投资组合策略”专栏作家，并为其他金融和新闻期刊撰稿。 已出版六 本专著，包括2009年度《纽约时代周刊》畅销书《如何发现可疑迹象》（How to Smell a Rat）。费希尔曾被《投资顾问》（Investment Advisor）杂志评为投 资顾问界25位最富影响力人士。2009年是他在《福布斯》的撰稿生涯的25周年，以 专栏作者服务年限计算他在福布斯史上名列第四。
KEYS TO EXERCISES
Business English: A Reading Course
TEXT B
I. BABAD II. CBACD III. Translation 1. 班坎姆坡花费了大部分的职业生涯，致力于 向承包商而不是向事事自己动手的顾客推销产品， 他也没有考虑到这点。 2. 梅德奥夫同样感触很深，并决定扩大计划， 要求管理人员为春季学期提出五个项目。 3. 要是他更喜欢他们的主意，他就会投资，而 且希望吸引学生们毕业后来管理公司。
TEXT B： STUDENT TEACHERS
Questions
1. According to Paragraph 1, why did Medoff feel depressed? 2. What is the reason for Medoff to hire students?
Business English: A Reading Course
TEXT B
Notes on the Text:
1. Medoff’s solution: Hire a class of irreverent undergrads, let them take a pass at a half-dozen of his company’s headaches, and, in so doing, help his longin-the-tooth executives find their lost sparks. 梅德奥夫的
minutes for each passage.
4. Preview new words and expressions in Unit 3.
这种刺激性的话语是由太阳公司的比尔· 乔伊在1990年首次说出来的。 Sun Microsystems：是IT及互联网技术服务公司（已被甲骨文收购） Sun Microsystems 创建于1982年。主要产品是工作站及服务器。1986 年在美国成功上市。
Business English: A Reading Course
Business English: A Reading Course
Homework
1. Try to remember new words and expressions in Unit 2; 2. Recite Line 21-27 in Part IV Supplementary Reading; 3. Finish Part V Test Yourself on P22, 5
4. But today’s chips, storage, displays and connections have become so cheap that the coolest products are pitched first to consumers worldwide.
但是今天的芯片、存储器、显示器和接口端的价格已经变得如此便宜，就连最酷的产品 也首先定位于世界范围内的广大消费者。 pitch … to … 竭力推销，把……投向……
不是信息部门，而是那些早期采用的雇员们（他们常常是年轻人），把诸如 奔迈手机、黑莓手机及现今的苹果iPhone带进了他们的机构并推动了改革。
6. This provocative statement was first made by Sun Microsystems’ Bill Joy in 1990.
After a year of dramatic change and evolution, the Internet and PC together have emerged as the way the new digital media will be presented to people, and that is a fundamental inflection point in the industry.经过一年的急剧变化和进 展之后，互联网与个人电脑机一起出现了，并将作为一种新的数字媒体呈现在世人面前，那在 业界是一个至关重要的转折点。
(See Reading Skill in Unit 1)
2. How can we improve reading speed?
a. No voiced reading or mind reading; b. No finger-tracing reading; c. No translation while reading; d. No reading back.

Business English: A Reading Course
READING SKILLS:
INTRODUCE THE BASIC INFORMATION ABOUT BUSINESS ENGLISH READING
Questions:
1. How can we do thewenku.baidu.comBusiness English Reading effectively?
Business English: A Reading Course
TEXT A
Notes on the Text:
5. It was early-adopting (often young) employees, not the IT departments, who brought the Palm Treo, the BlackBerry and now the Apple iPhone into their organizations, forcing change.
Business English: A Reading Course
TEXT A
Notes on the Text:
1. Technology is hot, but how long this happy investment cycle will last is anyone’s guess. 技术现在是热点，但是谁也说不准这种令 2. Ask such a great market timer like Ken Fisher.
BACKGROUND
INFORMATION
Since 20th century：知识爆炸，信息爆炸； 21世纪中叶，预言（经济学家）：知识经济时代； 预言（麦肯锡公司）：世界“人才争夺战”； 得人才者得天下（埃德· 迈克尔斯） 寻求这种人才不能只限于本团队、本公司，而要放眼 天下，放眼于世界。往往非本公司、本行业的人，甚 至是学校的学生，能够不受公司和行业固有思维的限 制，发挥想象力，提出创意无限又切实可行的解决方 案。
Business English: A Reading Course
UNIT 2
邵秀荣
2014.10
WARM-UP QUESTIONS
Business English: A Reading Course
1. In the new era of information exploration, companies, as well as our society, are in need of imaginative, creative talents. What can be done to improve the situation in the business management? 2. With the rapid development of technology, a demanding task for executives is that they must renew their knowledge though they are experienced with management. What can companies do to help them to cope with this problem effectively?
解决办法：雇佣一批挑战现实的大学本科生，让他们处理公司五 六个令人头痛的问题，这样一来，帮助那些年迈的主管们找到他 们失去的活力。
2. NYSE: New York Stock Exchange, 纽约证券交易所 3. In Medoff’s case, the students’ energy and brashness sometimes rubbed managers the wrong way. 在梅德奥夫
的案例中，学生们的活力和冲动有时使经理们很生气。
rub sb. the wrong way: 激怒或惹怒某人
KEYS TO EXERCISES
Business English: A Reading Course
TEXT A
I. DBCDC II. Translation 1.技术进步也是显著的，但不是周期性的。 2.10年前这种容量的存储器的价格是5位数，而20年 前是7位数，可谓陡降。 3.更好的做法是构建一个让世界上所有最聪明的人 在你的园区里为你的目标辛勤工作的生态系统。 4.作为一个组织的领导者，你的工作就是使那么多 的创新者、投资者和消费者为你所用。 5. 如果集体智慧正式你所需要的，乔伊的法则也包 含其义。
人陶醉的投资周期能持续多久。
Business English: A Reading Course
TEXT A
Notes on the Text:
3. Such a slope over even a few years causes inflection points … 这种
延续数年的价格跌势导致了拐点…… inflection point：原指“曲线最大、最小或回折的临界点”，引申为“转折点”。例 如：