BEC高级-第15讲-Globalbrands.doc

保存讲义 打印讲义 BEC高级精讲班第15讲讲义Globalbrands学习重点1Homework review2Making brands global3Promoting a brand4Oral practice5Business passage reading6Reading Test Part 47HomeworkI. Homework ReviewAs a manager in the service industry sector, Ive looked at hundreds of CVs in my time. They are not necessarily the bland documents some bosses might think they are! They are full of little pointers towards individuals personalities and suitability for the job. The first thing I always look at is an applicants employment record. I check for continuity and stability. If somebody has a long list of previous jobs, all of varying length, alarm bells start ringing. Rather than an irregular route from job to job, what I hope to see is stable career progression. What does their career path look like is it all steps forward, or are there a lot of sideways moves? And I am always pleased to find a family person with children, because in my experience they tend to be responsible and reliable. bland adjective1 without any excitement, strong opinions, or special character 平淡的同义词 dulla few bland comments 一些平淡的评价2 food that is bland has very little taste 味淡的a bland diet 味淡的饮食blandly adverbblandness noun uncountablesideways adverb if you are moved sideways at work, you are given a job that is different but is at the same level as your old job 工作平调He would be moved sideways, rather than demoted. 他将会被平调，而不是被贬职。sideways adjective a sideways glance13. What fact does the writer hope to learn from applicants CVs?A That they have experience of many different jobs.B That their careers have developed steadily.C The opinion their employers had of themD Whether they are married or single.B. 第一段指出，作者认为从某人的简历中可以看出他的个性以及他是否适合某项工作。作者首先想从简历中了解的是某位申请者的工作记录、其工作持续性和稳定性。他想看到的不是申请人不定期的跳槽纪录而是他稳定的职业历程。文中还提到有家室的人往往是负责任的、可靠的，但这只是稳定性的表现之一。I never rely on CVs alone. We get applicants to fill in one of our own application forms. We ask why theyve applied, what their aspirations and personal goals are, and also about their interests and hobbies and any clubs they belong to. That gives you a useful insight into their personality and lifestyle. The application form also enables us to test how much people have actually been progressing in their careers, because we ask for details of the salaries they have received for each job.14. The writer says the application form is useful because it A reveals something of the applicants character.B gives information about the applicants family.C explains what skills the applicant has for the job.D shows how much the applicant wants to earn.A. 文章第二段提到作者还会让 申请者填写内容翔实的申请表, 这会使我们了解到申请者的个性和生活方式 (their personality and lifestyle) 、其职业生涯的实际进展过程等；表格内容还包括他们在以前的工作中所得工资的具体情况。Its always worth looking at CVs and designing application forms with great care. Taking on employees might be rewarding, but it is also a big investment for any business. Mistakes in choosing staff can cost companies dear, so it makes sense to spend time ensuring you get the right person.15. According to the writer, why are CVs and application forms so important?A Interviewing people is an expensive process.B They indicate whether applicant s really want the job.C They indicate whether applicants are efficient or not.D Employing the wrong people can be disastrous.D. 文章第三段提到看简历并精心设计申请表，因为错误的选择职员会使公司付出惨重代价（Mistakes in choosing staff can cost companies dear）。In the service sector, one of the aims of companies is to maintain and improve customer service, and this is achieved partly through low staff turnover. You need to take on people who understand that and will want to stay. Thats why, when youve taken staff on, the next thing is getting the best out of themMy management style comes from the days when I took over my first business, an ailing road haulage firm which I was certain I could turn to a profitable company. The first thing is to treat others as youd like to be treated yourself. As soon as I took over the business, I talk to everybody individually, and looked for ways to make sure their particular skills benefited the company.ailing adjective usually before noun1 an ailing company, organization, or economy is having a lot of problems and is not successful 境况不佳的the ailing car industry 境况不佳的汽车行业2 formal ill and not likely to get better 衰弱的haulage noun uncountable the business of carrying goods in trucks or trains for other companies 公路运输the road haulage industry 公路运输行业I didnt have much experience of managing people, but above all I always tried to be fair and honest with everyone. As a result, I think the staff knew that and accepted my decisions, even if they didnt agree with them all. Also, bosses must be able to communicate. You also need to create team spirit, and build on the strength of the team. I explained my plans for the company to all the staff, and let them all know what I needed from them. The lorry drivers responded brilliantly, and were the key to turning the business round. They understood that we had to develop a professional reputation, and from then on the days of poor quality deliveries were over. 16. One reason why the writer was successful in her first business was thatA she was used to dealing with people.B she was open with the staff.C the business was already doing well when she started.D the staff agreed with all her decisions.B. 文章第五、六段中首先谈到作者在自己的管理生涯中待人如待己，并经常和每个职员分别进行交谈，从中找到他们有益于公司的技能；他还强调老板的交流能力（communication）、团队精神以及相互理解，可见作者和职员之间是开诚布公的（open）。Lastly, I am a great believer in profit-sharing. It takes a team to make a company work, so profits should be shared by all. Job satisfaction is important, but it doesnt pay the rent. Shared profit and bonuses help to strengthen team spirit by giving everyone a common goal that they work towards together. 17. The writer believes profit-sharing is a good idea because A it encourages a competitive spirit. B everyone earns the same salary.C everyone shares a competitive spirit.D it creates job satisfaction.C. 作者最后谈到他非常相信“profit sharing”。它可以使一个公司运转起来， 所以利润应当大家一起分享。文中最后一句“Shared profit and bonuses help to strengthen team spirit by giving everyone a common goal that they work towards together.”说明利润共享可以加强团队精神，使每个人都有一个共同的奋斗目标。 注意：文中虽提到job satisfaction， 但作者自己又否定了它，即but it doesnt pay the rent。18 Which would make the best title for this text?A Profit-sharing as motivationB How I turned a business roundC People the key to business successD The importance of a well-presented CV C. 从文章整体看，无论是作者首先谈到简历和求职申请表的问题，还是后面谈到的交流和利润共享问题， 所有这些都是以“人”为中心谈如何在这基础使公司取得成功。A、B、D做标题都有些片面。II. Making brands global 1. Speaking.2. (1) Coca-Cola(2) Software(3) IBM(4) Diversified(5) Automobiles(6) Disney(7) Semiconductors 半导体(8) McDonalds(9) Telecoms(10) Marlborobeverage noun countable formal a hot or cold drink 饮料alcoholic beverages 含酒精的饮料the Food and Beverage Manager 食品和饮料部经理tobacco noun uncountable1 the dried brown leaves that are smoked in cigarettes, pipes etc 烟草2 the plant that produces these leaves 烟草植物3. Reading.Making brands work around the worldall-round adjective only before noun good at doing many different things 全面的，多面手的an all-round athlete 全面的运动员nutritious adjectivefood that is nutritious is full of the natural substances that your body needs to stay healthy or to grow properly 有营养的Wholemeal bread is more nutritious than white bread. 全麦面包比白面包要更有营养。Nuts and fruit make nutritious snacks. 坚果和水果是有有营养的小吃。physical adjectiveREAL/SOLIDrelating to real objects that you can touch, see, or feel 物质的，实际存在的the physical world around us 我们所处的物质世界the physical environment 实际存在的环境They were kept in appalling physical conditions. 他们身处可怕的境地。formula nounplural formulas or formulae 1 singular a method or set of principles that you use to solve a problem or to make sure that something is successful （为解决问题或确保成功而使用的）方法，一套原则Were still searching for a peace formula. 我们正在寻找达到和平的方法。formula fora formula for the withdrawal of US forces from the area 一个让美国军队从这个地区撤军的办法There is no magic formula (=a method that is certain to be successful) that will transform sorrow into happiness. With viewing figures up a million, the programme has a winning formula.2 countable a series of numbers or letters that represent a mathematical or scientific rule 方程式the formula for calculating distance Sugar is represented by the simple formula CHO.3 countable a list of the substances used to make a medicine, fuel, drink etc, showing the amounts of each substance that should be used 配方的物质Our products are handmade from traditional formulas. 我们产品是从传统的物质中人工提取制成的。4 Formula One/Two/Three etca type of car racing, in which the different types are based on the size of the cars engines 一级/二级/三级方程式赛车a Formula One carrevolve verb intransitive and transitiveto move around like a wheel, or to make something move around like a wheel 旋转The wheel began to revolve. 轮子开始转起来。The restaurant slowly revolves, giving excellent views of the city. 这家餐厅慢慢地旋转起来，可以看到城市美丽的景色。Using graphics software, you can revolve the image on the screen. 使用制图软件，你可以将屏幕上的形象旋转。revolve around somebody/something phrasal verb1 not in progressive to have something as a main subject or purpose 以.为主要话题或目的Janes life revolves around her children. 简的生活都是围绕着他的孩子。The argument revolved around costs. 话题的争论围绕着成本展开。She seems to think that the world revolves around her (=that she is the only important person). 她看上去认为世界都在以她为核心。2 to move in circles around something 绕着.旋转The moon revolves around the Earth. 月亮绕着地球转。revolving door noun countable a type of door in the entrance of a large building, which goes around and around as people go through it 旋转门mobility noun uncountable1 the ability to move easily from one job, area, or social class to another 活动性，（个人或社会集团在阶级、职业及地区之间的）流动social mobility 社会迁移mobility ofThere is greater mobility of labour (=movement of workers) between jobs and areas. 在不同工作和地区之间劳动力流动很大。upward/downward mobility 向上/向下流动jobs and opportunities for upward mobility 向上流动的工作和机会2 the ability to move easily 行动的能力It improves the strength and mobility of joints. 这个东西可以改善关节的力量和活动能力。The key to the armys effectiveness is its increased mobility. 军队高效的关键就在于其不断提高的行动能力。mobility allowance British English (=money paid to sick or disabled people to help pay for transport) 对于病人或残疾人的补助rental noun1 countable usually singular, uncountable the money that you pay to use a car, television, or other machine over a period of time 租赁费car/television/telephone etc rental The price includes accommodation and car rental. 这笔费用包括住宿和汽车租赁。Video rental is usually 3. 录像带租赁费用通常是3磅。line rental British English (=the money that you pay to use a telephone line) 电话线租赁2 uncountable and countable an arrangement to rent something for a period of time, or the act of doing this 租赁合同rental contract/scheme/service etc Could you sign the rental agreement? 你能在这个租赁合同上签字吗？3 countable especially American English something that you rent, especially a house or car 租赁物品companies that provide rentals 提供租赁物品的公司expertise noun uncountablespecial skills or knowledge in a particular subject, that you learn by experience or training专门知识，技能technical/financial/medical etc expertise 技术/金融/医疗专长What hes bringing to the company is financial expertise. 他带给公司的是他的金融专长。trainee engineers with varying degrees of computer expertise 培训生工程师具备多层次的电脑技能expertise inexpertise in the management of hotels 管理饭店的专长portray verb transitive1 portray somebody/something as somethingto describe or show someone or something in a particular way, according to your opinion of them 描写，展示同义词 depictRomantic artists portrayed nature as wild and powerful.The President likes to portray himself as a friend of working people.2 to describe or represent something or someone 刻画，描写synonym depictHis most famous painting portrayed the death of Nelson.Religion was portrayed in a negative way.3 to act the part of a character in a play, film, or television programme 扮演synonym playShe portrays a dancer in the hit film. 她在这部畅销电影中扮演一位舞蹈演员。portrait noun countable1 a painting, drawing, or photograph of a person 画像，照片，油画a family portraitportrait ofthe artists portrait of his mother Shes been commissioned to paint Jacksons portrait.2 a description or representation of something 描写portrait ofa portrait of working life in Americabring something out phrasal verb1 to make something easier to see, taste, notice etc 使某物更容易被看到、闻到或注意到The spices really bring out the flavour of the meat. Fatherhood seems to have brought out the caring side of him.2 to produce something that will be sold to the public 制造出即将销售的产品Hes bringing out a new album next month. Theyve brought out a new perfume called Desire.3 to take something out of a place 取出，拿出Jenny opened the cupboard and brought out a couple of bottles.film uncountable and countable the thin plastic used in a camera for taking photographs or recording moving pictures 胶片I shot five rolls of film on vacation. record/capture/preserve something on film The whole incident was recorded on mercial noun1 countable an advertisement on television or radio电视或广播中的商业广告a soap powder commercial 2 commercial break 在节目中插播的广告时间the time when advertisements are broadcast during a television or radio programmeappeal nounREQUESTcountable an urgent request for something important恳求，要求appeal forThe police have issued a new appeal for information. 警方对于线索又发出了要求。appeal toAll the organizations involved have sent urgent appeals to the government, asking for extra funding. 所有有关机构都向政府发出了紧急要求，要求政府提供额外的资金补助。The girls family have made a public appeal for help to try and catch her killer. 这个女孩的家庭向公众提出恳求，希望得到公众的帮助试图抓到杀害的元凶。appeal to somebody to do somethingan appeal to the army to not use too much force 向军队发出要求，不要使用太多武力REQUEST FOR MONEYcountable an attempt to persuade people to give money in order to help people who need something（为帮助别人而劝说人们筹募资金的）努力The appeal has nearly reached its target of 100,000. 这个筹募资金的努力已经接近10万英镑的目标了。The hospital has launched an appeal to raise money for new equipment. 这家医院为了要购置新设备而发出了筹措资金的要求。REQUEST TO CHANGE DECISIONuncountable and countable a formal request to a court or to someone in authority asking for a decision to be changed 申诉，上诉appeal toan appeal to the European Court of Human Rightson appealThe sentence was reduced to three years on appeal. 这个判决经过上诉后减刑至三年。All prisoners have a right of appeal. He has lodged an appeal against the size of the fine. 他对于处罚的金额提出了上诉。BEING ATTRACTIVEuncountable a quality that makes people like something or someone 吸引What is the particular appeal of this island? 这个岛最吸引人的地方是什么？The programme has a very wide appeal. 这个节目受到大家的欢迎。appeal forThe film has great appeal for young audiences. Shes definitely got sex appeal (=she is sexually attractive).appeal verbASKintransitive to make a serious public request for help, money, information etc 恳求，恳请appeal forChurch and community leaders have appealed for calm. 教堂和社区领导都恳求大家安静下来。appeal toFarmers have appealed to the government for help. 农民们恳求政府予以帮助。appeal to somebody to do somethingThe police have appealed to anyone with information to come forward and talk to them. 警察要求知情人前来警察局说明情况。ASK TO CHANGE DECISIONintransitive and transitive to make a formal request to a court or someone in authority asking for a decision to be changed 申诉，上诉She is not happy with the decision and plans to appeal. 她对这个决定感到不满，所以计划上诉。appeal againstBoth men intend to appeal against their convictions. 这两个人都打算对这个有罪判罚提出申诉。appeal toAppealing to the referee does not often result in a decision being changed. 向裁判提出申诉并不能改变已经做出的判罚决定。BE ATTRACTIVEintransitive if someone or something appeals to you, they seem attractive and interesting 吸引appeal toThe programme appeals especially to young children. 这个项目尤其会吸引小孩子。The idea of working abroad really appeals to me. 我对到海外工作非常感兴趣。appealing adjective1 attractive or interesting 吸引人的，有趣的反义词 unappealingThe city offers an appealing combination of sporting and cultural events. 这座城市安排了吸引人的运动和文化活动组合。It creates an atmosphere which visitors find so appealing. 这个地方有一种让游客觉得非常有意思的氛围。appealingly adverb platform noun countableTRAINespecially British English the raised place beside a railway track where you get on and off a train in a station 月台The Edinburgh train will depart from platform six.FOR SPEECHESa stage for people to stand on when they are making a speech, performing etc讲话或表演时的舞台、讲台a small raised platform at one end of the roomPOLITICSa) usually singular the main ideas and aims of a political party, especially the ones that they state just before an election 政党的主要思想a strong womens rights platform the Labour party platformb) a chance for someone to express their opinions, especially their political opinions 宣讲个人观点（尤指政治观点）的机会platform forThe conference provides a platform for people on the left wing of the party. 这次大会为这个党派左翼人士提供了发表观点的机会。STRUCTUREa tall structure built so that people can stand or work above the surrounding area 平台an oil exploration platform 钻井平台COMPUTERSthe type of computer system or software that someone uses 电脑操作平台the UNIX platform a multimedia platformEXPRESS IDEASan opportunity to express your ideas to a large number of people 发表想法的舞台platform forWe mustnt give these groups a platform for their propaganda. 我们一定不能给这些团体机会来宣传他们的思想。open to somethinga) likely to suffer from some