商英Unit 18,19,20.doc

Unit 18 Market structure and competition1b Reading1. Market leaders2. Expanding markets3. Market challengers4. Market followers5. Establishing a niche/ Dangers faced by market followers1c ComprehensionThe second summary is the only accurate one.The first sentence of the first summary is clearly false. The last sentence of the first paragraph of the text, The market leader is frequently able to lead other firms in the introduction of new products, means that other companies are obliged to follow, not that the leader helps them. The last sentence is equally inaccurate: the fifth paragraph of the text says that a product that merely imitates and has no unique selling proposition is always a risk, not only during recessions.The third summary is also inaccurate. The text says that a market leader is often the first company to have entered or to have succeeded in a field, not that the first company nearly always becomes the leader. The text states that market followers can choose to attack either the leader or various followers, and not that leaders regularly attack both challengers (in the plural) and followers. The last sentence is wholly false as the text does not state that imitating the leaders products is a safe strategy.1d Vocabulary:1. market share: a companys sales expressed as a percentage of the total market2. promotion: short-term tactics designed to stimulate stronger sales of a product3. monopoly: the situation in which there is only one seller of a product4. competitors: companies offering similar goods or services to the same set of customers5. slogan: a short and easily memorized phrase used in advertising6. market segmentation: the division of a market into submarkets according to the needs or buying habits o different groups of potential customers7. niche: a small and specific market segment8. differential advantage: a factor which makes you superior to competitors in a certain respect 9. turnover: a businesss total sales revenue10. recession: a period during which an economy is working below its potential 2a Vocabulary1. perfect competition2. monopoly3. monopsony4. natural monopoly5. monopolistic competition6. oligopoly7. economies of scale 8. barriers to entry9. dominant-firm oligopoly10. cartel2b Comprehension1. a monopsoney (the government should be the only buyer)2. an oligopoly3. perfect competition4. monopolistic competition (because of consumer preference for several marginally different brands, which creates fragmented markets too small to allow many competitors)5. a dominant-firm oligopoly (IBMalthough, of course, mainframes have now widely been replaced by smaller computers)6. a monopoly (regarding ownership of the railway tracks, it not always train services)2c ReadingFirst paragraph: L, J, F, M, ISecond Paragraph: D, C, BThird paragraph: K, H, G, E, ANew words in this unit 18Barriers to entry, cartel, dominant-firm oligopoly, entrepreneur, marginal cost, market challenger, market concentration, market follower, market leader, market structure, monopolistic competition, monopoly, monopsony, natural monopoly, oligopoly, patent, product differentiation, unique selling propositionUnit 19 Takeovers, mergers and buyouts1a Vocabulary1. to innovate (innovation)2. to diversify (diversification)3. to merge (a merger)4. a raid5. a takeover bid6. horizontal integration7. vertical integration8. backward integration9. forward integration10. synergy1b DiscussionOil companies tend to vertically integrated, owning (or leasing) the oil-wells, and owning their own refineries and petrol (GB) or gas (US) stations. Some electricity companies own their own power stations (though they tend to buy fuel, whether oil, coal or uranium), and provide the cables that go to the homes and business premises of individual consumers; in other countries electricity generators and distributors are separated by law Water companies do not usually own rivers, but usually have their own reservoirs, and run the pipes to consumers. Car makers usually have networks of franchised dealers, which means that they do not actually own them. They generally get their components from a large number of subcontractors. The same applies to the companies that build (or assemble) bicycles, radios and televisions. Some furniture manufacturers have their own stores, but the do not own the forests where the wood comes from. Food companies rarely own their own land or animals, or shops. Newspapers do not grow their own trees for paper, or own the outlets that sell their product.1c Discussion1. A or B (B, if you believe that top executives are important to a company, or A, if the reason behind the takeover is precisely to get rid of bad managers)2. A3. B4. B5. B6. A7. C8. B9. A 10. C11. A 12. C13. A or B (this is an argument for acquiring companies with better or cheaper products, or with products that are successful in small market segments, but an argument against increasing a companys size on the expectation that this alone will lead to success)14. A15. B1d Listening1 E 2. B 3. A 4. G 5. F 6. C 7. D 1e Listening1. Wild-Leitz was a larger company with more employees but Cambridge Instruments was more profitable.2. The purpose of the merger was to become a world player, large enough to compete with Hitachi and other Japanese companies, and become the most successful company in the industry.3. He mentions the numbers or figures to be found in the accounts, e.g. turnover and profits, the increase in the number of customers they serve (the customer base), the improvement of the products, and the improvement of customer service.1f Listening1. The technical staff in both companies were interested in finding out about each others advanced technology, and in sharing it.2. The staff in each company had been trying very hard to discover what the other one was planning, doing and making, and how its products worked.3. In the sales units in some countries (as the company formed by the merger required fewer sales staff).4. He mentions outsourcing and rightsizing. Outsourcing means contracting out work (the construction of components, the supply of various services, and so on) to outside companies, which inevitably leads to the company itself employing fewer staff. Rightsizing also means making sure that the company has the right number of staff to be optimally profitable, which again generally leads to the company employing fewer staff.2a Reading many of these conglomerates consisted of too many companies and not enough synergy. After the recession of the early 1980s, there were many large companies on the US stock market with good earnings but low stock prices. Their assets were worth more than the companies market value. (lines 5-8)Such conglomerates were clearly not maximizing stockholder value. The individual companies might have been more efficient if liberated from central management. Consequently, raiders ere able to borrow money, buy badly-managed, inefficient and underpriced corporations, and then restructure them, split them up, and resell them at a profit. (lines 9-13)Although the market could understand data concerning companies earnings, it was highly inefficient in valuing assets, including land, buildings and pension funds. Asset-stripping selling off the assets of poorly performing or under-valued companies proved to be highly lucrative. (lines 16-19)Theoretically, there was little risk of making a loss with a buyout, as the debts incurred were guaranteed by the companies assets. (lines 20-21) the high returns on debt issued by risky enterprises more than compensated for their riskiness, as the rate of default was lower than might be expected. ( 29-31) the permanent threat of takeovers is a challenge to company managers and directors to do their jobs better, and well-run businesses that are not undervalued are at little risk. The threat of raids forces companies to put capital to productive use. Fat or lazy companies that fail to do this will be taken over by raiders who will use assets more efficiently, cut costs, and increase shareholder value. (lines 35-39)2b Summarizing1. The fact that many large conglomerates assets were worth more than their stock market valuation demonstrated that they ere clearly not maximizing stockholder value, i.e. giving their stockholders the maximum possible return on their investment.2. Raiders bought conglomerates in order to strip them of their assets, i.e. to restructure them, split them up, and resell the pieces at a profit.3. Raiders showed that the stock market did not necessarily value companies assets correctly, especially land, buildings and pension funds.4. Raiders were particularly interested in companies with large cash reserves, companies with successful subsidiaries that could be sold, and companies in fields that are not sensitive to a recession.5. Investors were prepared to lend money to finance LBOs because they received a high rate of interest which more than compensated for the risk that the bonds would not be repaid.6. Raiders argue that the possibility of a buyout forces company managers and directors to do their jobs well, and to use their capital productively.2c Writing1. for example2. Furthermore 3. Yet 4. in other words5. on the contrary6. Moreover7. for instance8. Even though9. i.e.10. however11. Nevertheless12. Although13. because14. ConsequentlyNew words in this unit 19Arbitrageur, asset-stripping, backward integration, competitive advantage, diversification, forward integration, horizontal integration, hostile takeover, leveraged buyout or LBO, management buyout or MBO, raid, raider, recession, stockholder value, synergy, takeover bid, vertical integrationUnit 20 Efficiency and employment1c listening1. B2. They can hire and fire workers quite easily, according to changes in demand for their products or services.3. Foreign investors, such as Japanese companies, were encouraged to open factories in Britain, because they knew that it would be easier and cheaper to make workers redundant if they were no longer wanted.4. 1 unemployment benefits 2 pensions 3 own their own homes 4 private rented sector1d Comprehension1. B (Kate Barker says employment falls in a downturn; this must not be confused with the negative unemployment.)2. B (in an upturn employment rises more quickly But again thats because people think tha