高级综合商务英语2（第二版） 课件 Unit 5 Clean Energy、Unit 6 Market Expansion

UnitFive

CleanEnergyLead-in

Lead-in

Discussion1.Whatiscleanenergy?Cleanenergyreferstoenergysourcesthatproducenoclimate-warminggreenhousegasemissionsintheiroperation.2.Whatarethedifferenttypesofcleanenergy?Cleanenergyincludeshydropower,geothermalenergy,solarenergy,windenergy,biomassenergy,nuclearenergy,tidalenergy,andotherformsofoceanenergy.

Lead-in

DiscussionTextAHowtoJump-StarttheClean-TechEconomyStructuralAnalysisPara.MainTopics

1-6ThroughthecaseofThomasEdison’sinventionofthelightbulb,theauthorholdsthatthekeytodevelopcleanenergyistomakeamajorinfrastructuralshift.7-13Someconcretemeasuresastohowtotransformtheexistingframework.14-18Whatshouldgovernmentdotoboostthedevelopmentofcleanenergy.

19-29ThedescriptionoftheMasdarCityProject.PartI

QuestionsaboutPartIQ.Accordingtothearticle,whydidThomasEdisonsucceedinintroducingthelightbulb?BecauseEdisonconceivedacoherentcommercialsystemhislightbulbwouldneedandsetaboutmethodicallycreatingit.Hedidn’tjustinventalightbulb.Hedesignedatechnicalplatformthatincludedgenerators,meters,andtransmissionlines.Thenhepilotedtheprojectinanidealtestmarket―LowerManhattan,whichwasfilledwithenthusiasticearlyadopters;andheusedhisclouttogettheregulatorysupportheneededtopromotehisinvention.SiliconValleyisteemingwithnewprojectsinthisfield,andboldpolicyproposalsareflyingaroundinsidetheBeltway.(Line2,Para.1)SiliconValleyisteemingwithnewprojectsinthisfield,andboldpolicyproposalsoncleanenergydevelopmenthavebecomethemainconcernofUSgovernment.PartI

SentenceInterpretationStart-upspredictablystrugglewhencompetinghead-onagainstincumbentsinestablishedmarkets.(Line4,Para.2)Itisobviousthatnewlycreatedclean-techbusinessesarelikelytobedefeatediftheyuseconventionalbusinessmodelstocompetedirectlywithdominantcompaniesinthematureclean-techmarket.PartI

SentenceInterpretationDisruptivemarketforcescouldovermanyyearsenablecleantechnologiestosupplantfossilfuelsthewaythePCreplacedthemainframe.(Line5,Para.2)Overtime,transformativemarketandtechnologicalchangesmayallowcleanenergytofullyreplacefossilfuels,justaspersonalcomputers(PCs)tookoverfromlargemainframecomputers.PartI

SentenceInterpretationOthershaddesigneddecentlightbulbs,butwithoutcoherentcommercialsystemstheirinventionswerefornaught.(Line1,Para.6)Othershaddesigneddecentlightbulbs,butbecausetheyfailedtodesignacommercialsystemfortheirinventions,theireffortswereinvain.PartI

SentenceInterpretationpledge(Para.1)v.topromisesolemnlytogive(support,etc)

synonyms:vow;promiseexamples:pledgesomethingtosomething/somebody

Moorepledged$100,000totheorchestraatthefund-raisingdinner.pledgetodosomething

Thenewgovernorpledgedtoreducecrime.pledgethat

Herrerapledgedthathiscompanywillgiveaidtoschools.PartI

WordsandExpressionspumpinto(Para.1)vp.toinvestmuchmoneyinexample:The

firmpumpedmoneyintothedevelopmentofthenewproduct.PartI

WordsandExpressionssupplant(Para.2)v.totaketheplaceofapersonorthingsothattheyarenolongerused,nolongerinapositionofpower,etc.synonym:replaceexamples:Oilhassupplantedcoffeeasourmainexport.Thepartyleaderhasbeensupplantedbyhisrival.PartI

WordsandExpressionsmapout(Para.4)vp.toplancarefullyhowsomethingwillhappenexample:Herownfuturehadbeenmappedoutforherbywealthyandadoringparents.PartI

WordsandExpressionsQ1.Whatdoesthenewsystemimportanttocleantechconsistof?Itconsistsoffourindependentandmutuallyreinforcingcomponents:anenablingtechnology,aninnovativebusinessmodel,acarefulmarket-adoptionstrategy,andafavorablegovernmentpolicy.PartII

QuestionsaboutPartIIQ2.Whatdoesaninnovativebusinessmodelinclude?Andwhatroledoesitplayintransformingthesystem?Thebusinessmodelconsistsofthecustomervalueproposition,theprofitformula,andthekeyresourcesandprocessesthecompanymustcombinetodelivertheoffering.Companiescandeliverthatofferingataprofit.PartII

QuestionsaboutPartIIinstigate(Para.8)v.

tomakeaprocessstart,especiallyonerelatingtolaworpolitics

synonym:initiate

example:Charlesinstigatedaprogramofreforms.PartII

WordsandExpressionsviable(Para.8)adj.

aviableidea,plan,ormethodcanworksuccessfully

synonym:workable

example:Thecommitteecameforwardwithoneviablesolution.PartII

WordsandExpressionsincubate(Para.13)v.

(causesth.to)developslowlyandpatiently

synonym:cultivateexample:Plansforrevolutionhadlongbeenincubatingintheirminds.PartII

WordsandExpressionsQ.WhatroledoesGovernmentplayinadvancingtheclean-techdiscourse?Governmentshouldsupportnascenttechnologiesaswellasbusinessmodels.Inaddition,itshouldamendregulationsthatinhibitthedevelopmentofcleantechnologies.PartIII

QuestionsaboutPartIIIalleviate(Para.16)v.tomakesomethinglesspainfulordifficulttodealwithsynonyms:lessen;

easeexample:Theyalleviatedtheboredomofwaitingbysingingsongs.PartIII

WordsandExpressionsreferendum(Para.17)n.

referringofapoliticalissuetoageneralvotebyallthepeopleofacountryforadecisionexample:ThecitycouncilagreedtoholdareferendumontheissueinNovember.PartIII

WordsandExpressionsQ1.WhatarethefivedistinctunitsdoestheMasdarInitiativeconsistof?Theunitsincludeacity-developingunit,aninvestmentarm,anindustriesunit,acarbonstrategiesunit,andtheworld’sfirstclean-tech-focuseduniversity.PartIV

QuestionsaboutPartIVQ2.WhatadvantagesdoesMasdarhavebecauseofthegovernmentpolicy?

Masdarhasthelandgrantedbythegovernment,whereforeigncompaniescanavoidotherwiseonerousnative-ownership,andentrepreneurshipandinnovationareencouraged.PartIV

QuestionsaboutPartIVThecompaniesMasdarinvestsin,forexample,willhaveaninsidetrackonbidstosupplyMasdarCity,officespaceinthecity,andaccesstotheuniversity’sresources.(Line2,Para.23)ThecompaniesMasdarinvestsin,forexample,haveanadvantageinthebiddingtosupplyMasdarCity,andtheywillhavemoreofficespaceandaccesstotheuniversity’sresources.PartIV

SentenceInterpretationleverage(Para.19)v.tomakemoneyavailabletosomeoneinordertoinvestortobuysomethingsuchasacompanyexample:Theinstitutionusespublicfundstoleverageprivateinvestment.PartIV

WordsandExpressionsretrofit(Para.26)n.

the

improvementofamachine,pieceofequipment,building,etc.byputtingnewandbetterpartsinitafterithasbeenusedforsometimeexample:Thecompanyhasmadeplansfortheretrofitoftheoilboilers.PartIV

WordsandExpressionsonerous(Para.27)adj.

difficultandworryingormakesyoutiredsynonyms:arduous;burdensomeexample:ThisisthemostoneroustaskIhaveeverundertaken.PartIV

WordsandExpressionsTextBChina’sPlantoCutCoalandBoostGreenGrowthStructuralAnalysisPara.MainTopics

1-5China’shugeneedforenergyandattemptstoaddresstheeneryneeds.6-13China’sactiontosolvetheproblemofairpollution.14-20Measurestoincreasepowerstorage.

21-22Developmentofbatterytechnologytodriveelectroniccars.23-30Futureplanfordevelopingrenewableenergy.China’shugeneedforenergyandattemptstoaddresstheeneryneeds：

Chinahasahugeneedforenergyduetoitsrapidgrowthinpopulationandeconomy,hugemanufacturingindustry,andmassmigration.Chinaistryingtoaddresstheenergyneedsbycutingdowntherelianceonfossilfuelsandinvestinginrenewableenergy.Para.1-5China’sactiontosolvetheproblemofairpollution:Burningofcoalandothernon-renewablescausesairpollution.Tosolvethisproblem,Chinaisdevelopinglow-costsolarandwindpowertoreplacefossilfuels,andisdevelopingpoliciesonenergystoragetechnologiestoincreasetheavailabilityofrenewableenergy.Para.6-13Measurestoincreasepowerstorage:A400-megawatt-hour(MWh)energy-storagefacilitywassetupinDalianandcompaniesareinvestinginvanadiumflowbatterytechnology.

Para.14-20Developmentofbatterytechnologytodriveelectriccars:Chinawillcontinuetodevelopadvancedbatterysystemssothatelectriccarscanbedrivenfartherononecharge.Para.21-22Futureplanfordevelopingrenewableenergy:Chineseresearchersandenterpriseskeepadvancingcleanenergyandenergystoragetechnologies.Withtherightpoliciesandtechnologies,Chinacangraduallyreduceitsrelianceoncoal.Para.23-30Situation1)

Participants1-2:Youareinfavorofthefirstone—CarbonTax.YouneedtoexplainhowCarbonTaxworksandthereasonswhyCarbonTaxshouldbepreferredtoCarbonTrading.Forexample,enforcingCarbonTaxincreasesthepriceofusingfossilfuels,therebydecreasingthequantitydemandedbyindustries,whichcontributestocleanenergydevelopmentinthelongrun.Inaddition,ithelpsincreasetherevenuesofthegovernmentwherebymoreinvestmentscanbemadeinnewenergydevelopment.AndcomparedwithCarbonTrading,itiseasiertoenforceonabroaderscale.SpeakingGroupDiscussion2)

Participants3-4:Youareinfavorofthesecondone—CarbonTrading.YouneedtoexplainhowCarbonTradingworksandthereasonswhyCarbonTradingshouldbepreferredtoCarbonTax.Forexample,thismarket-basedmethodprovidesflexibilityforcarbonmarketparticipantsrequiredtoreduceemissionsandcreatesincentivesforthem.AndCarbonTradingmakesemissionsreductionmoreefficientandeffectivebysettingspecifictargetswhileCarbonTaxdoesn’tensurethatcarbonreductiontargetswillbemet.Besides,CarbonTaxmayincreasethepriceofenergy.SpeakingGroupDiscussionTaskWorkingroupsoffour.Eachofyoutakesarole.YouaregoingtohaveadiscussionwithyourteammembersonthemostdesirablepolicytocutdowncarbonemissionsinChina.PointsforConsideration:1)Beforediscussing,studythestrengthsanddrawbacksofthetwoinstruments,andthecurrentsituationofChina’scarbonemissionsreduction.2)Whilediscussing,ensurethatasmoothandconstructivediscussionisdevelopedandcontributionsaremadeinanattempttoreachaconsensus.SpeakingGroupDiscussionTask:Writearesearchreportbasedontheinformationbelow.Whileseekingeconomicprofits,manyChinesecompaniesarenowtryingtoreducetheircarbonfootprintsandachievesustainabledevelopment.ChooseaChinesecompanythatyouarefamiliarwithandwritearesearchreportofabout350-450wordsonthecompany’sstrategiesforseekingsustainabledevelopment.WritingResearchReportTitle

(e.g.ResearchReportonXXX’sSustainableDevelopment

Strategies)IntroductionFindingsConclusionRecommendationsWritingResearchReportUsethefollowingframeworkwhenwritingyourresearchreport.UnitSix

MarketExpansionLead-inLead-in

Pair-workWorkwithyourpartner.Makealistofthereasonswhycompaniesaspiretoexpandintonewmarketsandthechallengestheymayfaceinthenewmarkets.Reference:Companiesexpandintonewmarketsforavarietyofreasons.Herearesomeofthem:togainaccesstonewcustomerstoincreaserevenues,profits,andlong-termgrowthtolowercostofmanufacturingandfindalternativesourcesoflabortoseektechnologyassistancetospreaditsbusinessriskacrossawidermarketbaseLead-in

Pair-workCompaniesmayfaceanyofthefollowingchallenges:culturaldifferencestariffsandothertradebarrierslawsandregulationslaboravailabilitycompetitionfromdomesticplayersLead-in

PairWorkMatcheachoffollowingtermstoitscorrespondingdefinition.Theprocessinwhichseveralstepsintheproductionand/ordistributionofaproductorservicearecontrolledbyasinglecompanyorentity.()Lead-in

TermsMatchinga.ValueChainb.MarketingMixc.VerticalIntegrationd.BusinessNetworkingControllableelementsofaproduct’smarketingplan,commonlytermedas4Ps:product,price,place,andpromotion.()Asystematicapproachtoexaminingthedevelopmentofcompetitiveadvantage.()Theprocessofestablishingamutuallybeneficialrelationshipwithotherbusinesspeopleandpotentialclientsand/orcustomers.()Lead-in

TermsMatchingCanyouthinkofanyChinesecompaniesthataresuccessfullyrunningoverseas?Anddiscusssomeofthereasonswhytheyachievedsuccess.Lead-in

DiscussionTextAHowtoConquerNewMarketswithOldSkillsStructuralAnalysis

Para.MainTopics

1-10Companiesfromemergingeconomiescansucceedinexpandingoverseas,suchassomeSpanishcompanies.11-25WhataretheoldskillsthatSpanishcompaniesuseduringthemarketexpansionprocess.26-28Companiesseekingoverseasexpansionshouldmovequickly.Q1.AccordingtoPartI,whydosomeSpanishfirmssucceedintheinternationalexpansion?TheseSpanishfirmsusedacquisitionstoextendtheirreachbutfocusedthemonjustafewindustriesandgeographicareas.Theythenstrengthenedtheirpositionsbydrawingonsomeoldskills.PartI

QuestionsaboutPartIQ2.Whatarethe“oldskills”mentionedinPartI?The“oldskills”includenetworkingskills,projectexecutionknowledge,andverticalintegrationexpertise.PartI

QuestionsaboutPartI1.Whilemanyareeverybitassavvyandprofit-orientedastraditionalmultinationals,they’repainfullyawarethattheydon’thavecutting-edgetechnologies,dominantbrands,ornovelproducts.(Line3,Para.1)Astraditionalmultinationals,manycompaniesfromemergingeconomiesaregoodatseizingbusinessopportunitiesandareeagertomakeprofits;however,they’repainfullyawarethattheydon’thavethemostadvancedtechnologies,brandeditemsthatdominatethemarketorproductsthatdistinguishthemfromtheircompetitors.

PartI

SentenceInterpretation

2.Sotheyremainathome,profitablebutunabletoliveuptotheirfullpotential—andvulnerabletoforeigncompetitors.(Line8,Para.1)Sotheyremainathome,despitemakingprofitsondomesticsales,theyfailedtoactasbestastheycanandarelikelytofailincompetingwithforeignrivals.

PartI

SentenceInterpretation

3.Yetthere’sreallynogoodreasontheyshouldsitonthesidelinesofglobalcompetition.(Line1,Para.2)Yetthere’sreallynogoodreasonwhythesecompaniesdon’tgetinvolvedinexpandingglobally.

PartI

SentenceInterpretation

4.Ifthey’resmartabouthowandwheretheyventureabroad,globalhopefulscansucceedbyharnessingmundanecapabilities—suchaspeopleskillsandoperationalknow-how—thatthey’vebeenhoningathomeforyears.(Line1,Para.3)Ifthey’resmartabouthowandwheretheyventureabroad,promisingcompaniesseekingoverseasexpansioncanachievesuccessbymakinguseofordinarycapabilities,suchascommunicationskillsandoperationalexpertise,whichhavebeencarefullydevelopedandimprovedoveralongperiodoftimeintheirdomesticmarket.

PartI

SentenceInterpretation

mundane(Para.3)adj.ordinaryandnotinterestingorexcitingsynonyms:

ordinary;

usualexample:EachoneoftheseMotherTeresaquotationsisarefreshingviewoflife’smundaneproblems.PartI

WordsandExpressionsbypass(Para.5)v.togoaroundoravoidexample:Wemanagetobypasstheshoppingcenterbytakingside-streets.PartI

WordsandExpressionsdismantle(Para.6)v.totakeapartintoitsconstituentpieces;tograduallygetridofasystemororganizationexamples:

Wearedismantlingthemachine.Thenewgovernmentdismantledtheirpredecessors’inefficienttaxsystem.PartI

WordsandExpressionsTelefónica(Para.7)aSpanishbroadband

andtelecommunicationsprovidermainlyinEuropeandLatinAmerica西班牙电信PartI

NotesSantander(Para.7)thelargestbankintheEurozone

andoneofthelargestbanksintheworldintermsofmarket

capitalisation.AccordingtoForbes

Global2000,itisthe13thlargestpubliccompanyintheworld.

桑坦德银行PartI

NotestheUK’sAbbey(Para.9)aUK-basedbank.ItbecameawhollyownedsubsidiaryofGrupoSantanderofSpainin2004,andwasrebrandedasSantanderinJanuary2010.

英国阿比国民银行PartI

NotesQ1.Whatbenefitsdoesnetworkingbring?Ithelpscompaniespenetrateforeignmarkets,deepentheirknowledge,andgainaccesstocompetitiveresources.PartII

QuestionsaboutPartIIQ2.WhatisthekeyforTelefónica’ssuccess?Thekeyforitssuccessisprojectexecution,whichistheabilitytosetupplantsorcomplexfacilitiesquicklyandatlowcost.PartII

QuestionsaboutPartIIQ3.WhydomanySpanishcompaniesoutsourcepartoftheirproductiontooverseascountries?Therearemanyreasonsforoutsourcing,amongwhichreducingcosttopsthelist.Companiesmayfindcheaperlaborcostaswellasproductioncostinothercountries.Besides,outsourcingallowsacompanytofocusonitscorecompetenciesbyimprovingproductivityandefficiency.Andoutsourcinghelpscompaniesreleasenewproductsfasterthanifitreliedexclusivelyonin-housetalent.PartII

QuestionsaboutPartIIFoundedinBarcelonain1922,thecompanylanguisheduntilthe1960s,whenthesuccessofitsfirstprêt-à-porterweddingcollectionsencouragedittopositionitselfasaglobalplayer.(Line2,Para.22)FoundedinBarcelonain1922,thecompanygraduallylostvitality.However,thisunpleasantsituationhaschangedsincethe1960s.Duetothesuccessofitsfirstready-to-wearweddingcollections,thecompanybegantoengageitselfinglobalexpansion.PartII

SentenceInterpretationlanguish(Para.22)v.tofailtobesuccessfulortoimprove,lackorlosevitalityexamples:

Sincethewartheindustryhasgraduallylanguished.

Thesharesarelanguishingatjust46pafteryesterday’sfall.PartII

WordsandExpressionsfactorin(Para.22)vp.

toincludeaparticularamountorfactorwhenyoucalculatesomethingexample:Laborissuesmustbefactoredinwhenthegovernmentcarriesoutthereform.PartII

WordsandExpressionsoptimal(Para.25)adj.thebestormostsuitableexample:Buttheoptimallevelofinvestmentdependsonacountry’sstageofdevelopment.PartII

WordsandExpressionsintricacy(Para.25)n.acomplicatedanddetailedformorpatternexample:Ittakestimetounderstandtheintricaciesofprivatebanking.PartII

WordsandExpressionsQ1.Whataretherespectivebenefitsofenteringdevelopingcountriesanddevelopedcountries?Enteringdevelopingcountrieshelpsacompanygainsizeandoperationalexperienceandgenerateprofits,whileexpansionindevelopedmarketscontributesprimarilytoitscapability-upgradingprocess.PartIII

QuestionsaboutPartIIIQ 2.Comparedwithothermultinationals,whatarethecharacteristicsofSpanishcompanies’globalexpansion?WhenSpanishcompaniesgoglobal,mostofthemresorttoalliances,jointventures,andacquisitionsratherthanopentheirownfacilitiesabroad.Andtheiracquisitionsarefocusedonjustafewindustriesandgeographicareas.Duringtheexpansionprocess,theyusedtheirhomegrownskills,suchasnetworking,projectexecution,verticalintegration,etc.tocapturenewmarkets.Lastbutnotleast,Spanishcompaniesmovequicklyintheexpansionprocess.PartIII

QuestionsaboutPartIIIdenounce(Para.26)v.toexpressstrongdisapprovalofsomeoneorsomething,especiallyinpublicsynonym:disapproveexample:Theresolutiondenouncedthefailurebytheauthoritiestotakeaction.PartIII

WordsandExpressionsupgrade(Para.27)v.toimprovesomethingandmakeitmoremodern,especiallyinordertoprovideabetterserviceexample:Thehotelhasrecentlybeenrefurbishedandupgraded.PartIII

WordsandExpressionsTextBTheRiseofEmergingMarketMultinationalsPara.MainTopics

1-20MNCsfromemergingeconomiesareexpandingquickly.21-35TheexpansionfeaturesofMNCsfromemergingeconomies.36-41WhatcanestablishedMNCslearnfromemergingmarketMNCstoincreasetheircompetitiveness.StructuralAnalysisMNCsfromemergingeconomiesareexpandingquickly.Emergingeconomies’highergrowthratesseethemamassinglargetradesurpluses,whichencouragesassetacquisitioninforeigncountries.Inaddition,emergingeconomiesaredevelopingrobustinternalconsumptionmarkets,makinglocalfirmsbiggerandsavvieratmarketingthemselvesonaglobalscale.Para.1-20TheexpansionfeaturesofMNCsfromemergingeconomies.First,MNCsexpandatafastspeed.Second,theyenterdevelopedanddevelopingcountriessimultaneouslyrightatthebeginningoftheirinternationalexpansionefforts.Third,theirpreferenceforentrymodesisbasedonexternalgrowth.Theyuseglobalalliancesandacquisitions.Finally,theyenjoymorefreedominimplementingorganizationalinnovations.Para.21-35WhatcanestablishedMNCslearnfromemergingmarketMNCstoincreasetheircompetitiveness.TheyshouldadoptthebehaviorpatternsofemergingmarketMNCs,decreasingtheirrelianceontraditionalproductdifferentiationstrategiesandverticallyintegratedstructureswhiledevelopingmorenetwork-basedstructuresandinnovativeorganizationalforms.Inaddition,theyshouldbenimblerandmoreflexibleinordertotakefulladvantageofnewtechnology.Para.36-41Background:Accordingtorecentnews,Chinahasemergedasaleadingautoexporterintheglobalmarket.China’sNEVexporthasshownarobustsalesincreaseoverthepastfewyearsandhasbecomethenewengineforthegrowthofChina’sautoindustry.ManyChineseNEVcompaniesarecurrentlyfocusingonbroadeningtheirinternationalpresence.SupposeyouareontheboardofdirectorsatBaicBluepark,awell-knownChineseNEVcompany,whichhasopenedupthemarketsinLatinAmerica,theMiddleEast,andSoutheastAsia.Now,yourcompanyisplanningtofurtheritsglobalexpansionbyenteringtheEuropeanmarket.Oneofthecriticalissuesisthemodeofentry.Themajormodesofentryproposedincludegreenlandinvestment,mergersandacquisitions,anddirectexport.Youneedtogivesoundreasonsandampleevidencetosupportyourproposition.Meanwhile,youneedtoreactccordinglytothesituationsandbeclearlyseentomakeanattempttoreachaconsensusonthemostdesirablemodeofentry.SpeakingGroupDiscussionSituation1)

Participants1-2:

Youareinfavorofthefirstmodeofentry—greenlandinvestment.Itreferstosettingupplantsinforeignmarkets.Youmustdoyourbesttoconvincetheboardofdirectorsthatyourpropositionisthebest.Inthisrole,youneedtoexplainthebenefitsofgreenlandinvestment.Forexample,greenlandinvestmentmightreducecosts,avoidtradebarriers,andpromoteChinesebrandsintheinternationalmarket.Youcansupportyourpropositionbycitingthecaseof