高级综合商务英语1 彭青龙 Unit 1 Globalization

UnitOneGlobalization1.Lead-in2.TextA:TheEmpireStrikesBack3.TextB:DisneyThemeParkANormalDay•MaybeyourcoatcouldhaveverywellbeenmadewithChinesecottonsewedbyThaihands,shippedacrossthePacificonaFrenchfreightercrewedbySpaniardstoShanghaiharbor.Thisinternationalexchangeisbecomingincreasinglypopular.•Thereisagreateraccesstoforeigncultureintheformofmovies,music,food,clothing,andmore.•Inshort,theworldhasmorechoices.Lead-inLead-in•Awarm-updiscussionontheprosandconsofglobalization.Lead-in•Mobilephoneshavesurpassedtheiroriginaluse.------Steve·Jobs(February24,1955–October5,2011)•Globalizationchangesourwaysofcommunication.•Costsoftelephonecallsaswellastravelhavefallen.Communicationischeaperandeasier.•Globalizationchangesourwaysofthinking.•Globalcompetitionencouragescreativityandinnovationandkeepspricesforcommodities/servicesincheck.Lead-inKeep..incheck使..受抑制、约束Lead-in•Globalizationchangesouremployment.Outsourcing,whileitprovidesjobstoapopulationinonecountry,takesawaythosejobsfromanothercountry,leavingmanypersonswithoutopportunities.Lead-in•Globalizationbringstradeconflicts.Lead-inCulturalIdentity•Withdifferentculturesaroundtheworldbeginningtointeract,ourculturalidentityischangedgraduallythroughglobalization.Lead-inprosandconsProsConsDoesglobalizationbringmorebenefitsorharmstoourworld?StructuralAnalysisPara.MainTopicsPara.1-3TakingIBMasanexampletogiveanoverviewofthepastandpresentofbigmultinationals.Para.4-7Thebenefitsbigmultinationalsobtainintheprocessofglobalization.Para.8-14Theadvantagesenjoyedbybigmultinationalsovertheirlocalrivalsandtheexistingproblemsonbothparts.PartIQuestionsaboutPartIQ1.Whatisthemainideaofpartone(Para.1-3)?Inpartone,theauthortalksaboutthehistoryofdevelopmentofmultinationalcompaniesandthenintroducestheirlatestmovement,whichistoexpandrapidly,especiallyinthoseemergingmarkets.PartIQuestionsaboutPartIQ2.Whenpeopletalkingaboutemergingmarket,whatarethecountriesorregionsthattheyarereferringto?(Para.1)Emergingmarketsarenationswithsocialorbusinessactivityintheprocessofrapidgrowthandindustrialization.ThesevenlargestemerginganddevelopingeconomiesaretheBRICcountries(,Brazil,Russia,IndiaandChina),aswellasMexico,Indonesia,andTurkey.Q3.Whatisthemeaningof“linebusiness”(Para.1)?Linebusinessorlineofbusiness,isageneraltermwhichoftenreferstoasetofoneormorehighlyrelatedproductswhichserviceaparticularcustomertransactionorbusinessneed.PartIQuestionsaboutPartIQ4.Whatdoestheauthormeanbysaying“thepersonal-computerbusinesshadbecomecommoditized?”(Para.3)?Hemeantthatthepersonal-computerbusinesshadenteredaphasethatwaslackofmeaningfuldifferentiationinthemanufacturedgoods.Commoditizedproductshavethinmarginsandaresoldonthebasisofprice,notbrand.PartIQuestionsaboutPartIWhenyouwanttocreateaclimateandcultureofhyper-growth,youreallyneedtoliveandbreatheemergingmarkets.(Line3,Para.1)“Ifyouwanttocreateanopportunityorculturethatisconductivetotherapiddevelopmentofthecompany,youreallyneedtobreakintotheemergingmarkets.”PartISentenceInterpretation…notingthat“LatinAmericanowreportstoShanghai.”(Line10,Para.1)Hepointedoutthat“nowShanghaihasbecometheheadquarterforthenewlycreated‘growthmarketsorganization’ofIBMwhichisresponsibleforitsbusinessoperationsoutsideNorthAmericaandWesternEurope.”PartISentenceInterpretation…Anditintegratesthoseoperationshorizontallyandglobally.(Line16,Para.2)Withthisnewmodelofintegratedglobalentity,multinationalscanmergethoseoperationsthatareatthesamestageofproductioninthesameordifferentindustriesinaglobalperspective.PartISentenceInterpretationButtheassaultonitsservicesbusinessledbyatrioofIndianoutsourcingupstarts…(Line4,Para.3)ThethreenewlyfoundedIndiancompanieswhichprovideITsupportorsoftwareprogrammingservicetoothercompaniesseverelyattackedIBM’sshareofbusinessinthisarea.PartISentenceInterpretationhyper-growth(Line.4,Para.1)n.veryfastgrowthhyper-isoftenusedtoformadjectivesornounsthatdescribesomeoneorsomethingashavingalotortoomuchofaparticularquality.example:•hyper-inflation•Ihatedmyfather.Hewashyper-criticalandmean.PartIWordsandExpressionsentity(Line.13,Para.2)n.anentityissomethingthatexistsseparatelyfromotherthingsandhasaclearidentityofitsown.Inbusiness,itreferstoaperson,partnership,organization,orbusinessthathasalegalandseparatelyidentifiableexistence.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PartIWordsandExpressionshaveanedgeover(Line.11,Para.3)enjoyanadvantageovere.g.Shoppingcentersareanotherareawhereforeignersstillhaveanedgeoverlocals.PartIWordsandExpressionsQ1.What'sthemainideaofPartII(Para.4-Para.7)?Thereasonsthatattractmultinationalstoexpandintoemergingmarkets,suchas:cheaplabor,highlyskilledprofessionals,bettermanagementofintellectual-propertytheftandveryattractivepotentialcustomer—thelocalgovernment.PartIIQuestionsaboutPartIIQ2.Whyhasthelocalgovernmentbecomethemostattractivecustomertomultinationals?Becausetheemergingmarketsgovernmentsarenowfocusingonimprovingtheirinfrastructurefacilities,whichbringsabundantopportunitiesformultinationalsfromdrawingupplanstoactualbuildingofthosefacilities.PartII