新编剑桥商务英语高级

1、UnitTwo,Growingthecompany,AnOverviewofUnitTwo,2.1BusinessTopic,Growingthecompany,VocabularyPreparation,subsidiarydivisiondistributionafter-salesservicesselloffgopubliclistgamelogisticsblockbusterinsurancepremiumsstockbroker,子公司分部门分销售后服务抛售挂牌上市列入上市证券表行业，职业物流了不起的人保险费股票经纪人,VocabularyPreparation,sagachar

2、ismadevolvehierarchyresignedmomentumpaternalisticmergeracquisitionERP(enterpriseresourceplanning)ESA(enterpriseservicesarchitecture)organicgrowth,一长串时间领袖气质下放，移交等级制顺从的，屈从的势头，动力家长作风的合并收购企业资源计划企业服务系统内生增长,BackgroundInfo,企业并购企业并购（Mnon-organicgenerallyreferstogrowthbyacquisition.,Growthstrategy,Strategies

3、aimedatlargemarketsharesevenattheexpenseofshort-termearnings.OrganicgrowthVSnon-organicgrowthDiversification(newproducts/newmarket)Marketdevelopment(existingproducts/newmarket)Productdevelopment(newproducts/existingmarket)Marketpenetration(existingproducts/existingmarket),Organicgrowthandnon-organic

4、growth,Organicgrowthreferstonaturalexpansionthroughthegrowthofsales,Non-organicgrowthreferstothegrowthbyacquisition,Diversification(NewProducts/NewMarket),high-riskgrowthstrategy,largelybecauseboththeproductsandthemarketareunproventerritoryfortheentrepreneur.Noonecanbesureaboutthenewmarket.Necessary

5、forcompanyfeaturedinnovation.berealisticabouttherisksyoufaceandcrystalclearaboutwhatyouhopetoachieve.,MarketDevelopment(ExistingProducts/NewMarket),todevelopanewmarketfortheirexistingproductsandservices.Thenewmarketcanbegeographical(e.g.foreignexport)oranuntappedsegmentofadomesticmarket.possibletode

6、velopanewmarketforexistingproductsbyadjustingtheproductspackagingorexpandingtheproductsdistributionchannels.Requiresknowledgeofthenewmarket,ProductDevelopment(NewProducts/ExistingMarket),torolloutanewproduct(s)inamarketwithwhichyouarealreadyfamiliar.requiresthebusinesstodevelopnewabilitiesandcontinu

7、ouslyadapttheproductsuntiltheyachievemarketplacesuccess.,MarketPenetration(ExistingProducts/ExistingMarkets),designedtogivethebusinessagreaterpercentageofmarketshare.seekstogainacompetitiveedgethroughpricing,marketing,orotherinitiatives.canbeachievedbyincreasingcustomerusagethroughloyaltyprogramsand

8、incentivestargetingyourexistingcustomerbase.,Organicgrowth,Thegrowthratethatacompanycanachievebyincreasingoutputandenhancingsales.Thisexcludesanyprofitsorgrowthacquiredfromtakeovers,acquisitionsormergers.SellinginnewareasorthroughnewchannelsSellingtonewcustomersorsellingmoretoexistingcustomers,Readi

9、ng:SAPcompeteswithorganicgrowth,6.SAPandOraclearetheworldsleadingcompaniesinprovidingsoftwaresolutionsforbusiness,buttheirbusinessstrategiesareverydifferent.ReadthetextaboutSAPsgrowthstrategy.Choosethebestsentencesfromthelist(A-H)belowtocompeteeachgap(1-6).Donotuseanylettermorethanonce.,SAPcompetesw

10、ith“organicgrowth”,SAP(SystemsApplicationsandProductsinDataProcessing)providesbusinessapplicationssoftware,oftenknownasERP(enterpriseresourceplanning)software.Thesesoftwareprogramshelpbigcompaniestoruntheiraccountingsystemsandpurchasingprocesses,andtomanagecustomerrelations.SAPadaptseachpieceofsoftw

11、aretotheneedsofitscustomersaccordingtothesectortheyworkin.,SAP是目前全世界排名第一的ERP软件。它代表着最先进的管理思想、最优秀的软件设计。世界五百强中有超过80的公司使用SAP。中国的大型国营、民营企业90使用SAP。2003年9月份，SAP公司特意推出SAPBusinessOne中文版ERP软件，专门为中国中小型企业服务。具有强大功能的解决方案平台，提供全面的功能，帮助企业实现成功管理。共由十个模块组成，涵盖企业管理、财务会计、销售、采购、业务伙伴、银行业务、物料和库存管理、生产管理、成本会计、报表等。具有独一无二的特点，如智能

12、数据导航，强大的分析工具，在线预警，开放的标准。目前在中国已经有500家企业实施了这套系统。并随着SAPBusinessOne的推广，使用的用户正在不断的增加。,Oracle(美国甲骨文公司)builtitsbusinessonmarketingdatabasesoftwareforbigcompaniesandinstitutions.全球大型数据库软件公司，成为全球仅次于微软的全球第二大软件公司，向遍及145多个国家的用户提供数据库、工具和应用软件以及相关的咨询、培训等。,Peoplesoft(人科公司)成立于1987年，是协同合作企业软件全球领导供应商。在全球共有107个国家超过4700

13、家企业机构使用人科公司完全网际网络化的软体，通过与客户、伙伴及员工之间的协同合作来降低成本并提高工作产能。2004年12月被甲骨文股份有限公司收购。,SiebelSystems(希尔宝系统公司)于1993年成立，是电子商务软件的突出供应商，其客户关系管理（CRM）、企业资源管理（ERM）以及合作关系管理（PRM）应用软件用于实现这些方面的自动化以及允许企业通过互联网和零售或电话中心网络等其他渠道来执行和调节相关任务。2005年以58亿美元被甲骨文股份有限公司收购。,language,Haveadirectdig(para4):tomakeajokeorremarktoannoyorcritic

14、izesomeone挖苦Acquireanindustrysolutionthatisattheheart:buythekeypartofanindustrysolution,EcosystemofsupportivetechnologiesBusinessinthefutureisnotbusinessinanenterprise.Itsbusinessinanecosystem.未来的商业绝不是一个企业内部的事情，而是在一个相互影响的系统里进行的。,TechnologyEcosystems,Successfullarge-scalecommercialeffortsusuallyarise

15、froma“technologyecosystem”Biologicalecosystem:“Acommunityofplantsandanimalsexistinginanenvironmentthatsuppliesthemwithwater,air,andotherelementstheyneedforlife.“Technologyecosystem:Aninterdependentcommunityoftechnologyandservicecompaniesoperatingwithinacommonframeworkandarchitecture,withdifferentrol

16、esformanyspecialistplayersExamplesofsuccessfultechnologyecosystemsPersonalcomputers:Intelprocessorandsystemdefinitions,Microsoftsoftware,ODMs,OEMs,peripherals,applicationsandcontentproviders,Cellphones:Globalstandards,semiconductors,phones,firmware,basestations,billing,marketing,applications,content

17、Wi-FiCablemodems,Businessecosystem:Aneconomiccommunitysupportedbyafoundationofinteractingorganizationsandindividualstheorganismsofthebusinessworld.Thiseconomiccommunityproducesgoodsandservicesofvaluetocustomers,whoarethemselvesmembersoftheecosystem.Thememberorganizationsalsoincludesuppliers,leadprod

18、ucers,competitors,andotherstakeholders.Overtime,theyco-evolvetheircapabilitiesandroles,andtendtoalignthemselveswiththedirectionssetbyoneormorecentralcompanies.Thosecompaniesholdingleadershiprolesmaychangeovertime,butthefunctionofecosystemleaderisvaluedbythecommunitybecauseitenablesmemberstomovetowar

19、dsharedvisionstoaligntheirinvestmentsandtofindmutuallysupportiveroles.,SAPorchestratesanecosystemofbusinesspersons,developers,andITservicesprofessionalswhospanbusinessstrategy,businessprocesses,technology,andoperations.Withintheecosystem,customersco-innovateandpartnerscollaboratetoachieveresultsthat

20、testcost,time,andexpertiselimitationsineverydaybusiness.Whileunifiedbysharedbusinessgoals,communitiesarefluidenoughtoensurethatinformationisdynamic,agile,andaccessible.,7GrowthstrategyforSAPandOracle,Oraclehaschosentoexpandbymakingacquisitions,sometimesofbigcompanieswithquitedifferentskills.SAPgrows

21、moreorganicallyanditmakesacquisitionswhentheyaresmallerandmorecloselyrelatedtowhattheyalreadydo.SAPslong-termstrategyistoincreasesalestomedium-sizedcompaniesandtodevelopaplatformforallitsapplications.,Grammar:Pasttenses,1.StudytheseextractsfromthetextaboutSAPonpage17.2.Youreceivethisinternalemail.Fo

22、llowtheinstructioninit.,came,wasworking,was,usedtoreturn,hack,hadhacked,received,opened,was,wanted,saw,was,hademployed,havehelped,wastaking,gave,3.Writeashortpiece(100wordsapprox)aboutaturningpointinyourlife,workorstudies:amomentwhenyoudecidedtopursueadifferentroutefromtheoneyouhaduptothatpoint.Uset

23、hefollowingquestionstohelpyou.Whatwereyoudoingbeforethat?Whathappenedtochangeyourlife?Whathappenednext?,Writing:Writingaboutthepast,Suggestedanswers,ChangemyattitudeCometomeasalightRealizethevalueofsomethingBewonderstruckwithBedisillusionedIthinkthatistherealmaturationthateveryonegoesthrough.Changem

24、yentirelifeMakemeunderstandmostofthethingsIhavebeenwonderingallmylife.Inmypreviousconservationopinion,successisalwayshardanditisimpossibleforanordinarypersonlikemetoachieve.,4.Whathappenswhencompaniesmergeroracquireothercompanies?Lookatthetablebelowandmakenotes.5.InDecember2004Oracle,theworldssecond

25、largestbusinesssoftwareapplicationsprovider,tookoverPeopleSoft,thethirdlargest.ReadtheletterthattheCEOofPeopleSoft,DaveDuffield,wrotetohisemployees.Doeshethinkthetakeoverwillbenefitemployeesornot?Whichoftheseadjectivesbestdescribeshisfeelingsaboutthetakeover?bitter/resigned/angry,Reading:Mergermerge

26、rbetweenAandB;Collaboration;consolidationFormanallianceMergerofequals(对等兼并)Acquire;theacquirer;theacquired;Anacquisitionispaidincash.Expansion;growth;Takeover;buyout,Whydocompaniesmergewithoracquireothercompanies?Whatproblemscanarise?,cases,吉利收购沃尔沃收购时间：2010年3月收购金额：18亿美元收购资产：沃尔沃100%股权现状：根据李书福勾画的蓝图，吉利

27、将保留沃尔沃瑞典和比利时工厂；另外，利用中国劳动力成本较低的优势，沃尔沃还将在中国新建工厂，实现沃尔沃汽车的本土化生产以降低成本，同时还可以快速增加沃尔沃汽车在中国国内的销量。一句话点评：拭目以待,上汽收购双龙收购时间：2004年10月收购金额：5亿美元收购资产：双龙汽车48.9%的股权现状：韩国的工会问题、自己的技术问题、境外资本运作和管理问题成了上汽收购双龙后运营过程中的障碍，导致双龙汽车现在半死不活，而上汽则爱理不理。一句话点评：败笔，就当交学费了。,上汽收购罗孚收购时间：2005年收购金额：6700万英镑收购资产：罗孚25、75以及K系列汽油机和L系列柴油机等核心知识产权。现状：上汽在

28、罗孚原车型的基础上研发出荣威750和荣威550，这两款车上市后取得了不菲的成绩，成功地实现了上汽的“自主品牌梦”。但是除了荣威750和荣威550之外，上汽尚未推出其他车型，让人不得不怀疑是否进入了瓶颈状态。一句话点评：师父领进门，修行靠个人。,Reasons,ToreducecostsToexpandthecompanyToenternewmarketsTobuymarketshareTobuybrandsorpatentsTobuyadistributionchannelTocomplementaproductportfolio.,problems,Ahostiletakeovermayle

29、adtoresentmentThedifficultyofcombiningdifferentcompany/nationalculturesJoblossesduetorestructuringThemergermaybereferredtoamonopoliescommission,Opportunitiesandthreats,Reason:synergies（协力优势）TheeffectofcombiningtwocompaniesisgreaterthanthetwocanachieveseparatelyReducingthecentralfunctions:eg.Onepurch

30、asingdirectorinsteadoftwo.Findingcomplementaryactivities:eg.Onecompanyisefficientinmanufacturing,theotherhasgooddistributionnetworks,Opportunitiesandthreats,Ex5,Hethinksthatsomewillfindopportunitiesinthenewlymergedcompany,somewillleave,otherswillfinditdifficulttoadapt.Heisresigned.Herepeatsseveralti

31、meshowsadheis,butsaysalthoughhetriedhisbesttofindadifferentconclusionitwasnotpossible.,Presentationwork,GrouptwoSearchforthecasesofmergersandacquisitions,analyzetwocases,onesuccessfulandoneunsuccessful.Figureoutthereasonsofmergerandthecausesofbreakdownorsuccess.15minutes;bebrief,Listening:ThePeopleS

32、ofttakeover,(Track03)listentotwoaccountifthetakeoverbyacommentatorandanindustryanalyst,bothclosetothetakeover.Whatarethemaindifferencesintheworkingenvironmentandthewayemployeeswererewardedatthetwocompanies.Listenagainandanswerthequestions.Foreachquestion(1-6),markoneletter(A,BorC)forthecorrectanswer

33、.,ThePeoplesofttakeover,Oracleisamorestressfulcompanytoworkin,butpeoplecanearnalotofmoney.Peoplesoftwasamorecaringcompany,butpeoplehadalotofresponsibilityputonthem.Alsotheydidntearnmuchmoneyuntiltheyhadestablishedthemselves.,Suggestedanswers,Language,throwsbinatthedeepend:(infml口)introducesbtothemos

34、tdifficultpartofanactivity,esponeforwhichheisnotprepared使某人做最困难的事（尤指其无准备的）.Beaccountablefortheresults:beresponsibleforitandbepreparedtojustifyyouractions.,Haveaverypaternalisticapproach:actlikeaparent,takinggoodcareofthemembersinfairness:ifwearedefendingthisaction公平地讲Wieldtheaxe:tomakejobcutsGetalot

35、offlak:getalotofseverecriticism,Ifyoudontcutit:ifyoucantdowhatisexpectedofyou.Thingswillsettledown:thingswillbecomecalmer/morestable,Writing:Apressrelease,3.Youworkinthepressofficeofaninsurancecompanythathasrecentlytakenoveranothercompany.sincethetake-overtherebeensomenegativereportaboutit.youdecide

36、topoutoutapressrelease.Includethefollowingpoint.,Optionalhomework:apressrelease,Whatshouldandshouldnotbecontainedinapressrelease?Shoulditbewritteninthefirstpersonorthirdperson.(thirdperson)Canitactasanadvertisement?(no.)Whatkindofinformationshoulditcontain?(informationofpublicinterestorbenefit)Itsho

37、uldbefactual,concise,objectiveandtopical(ie.Relatetocurrentevents),Sample,LastmonthInsureCowaspleasedtoannouncetheacquisitionofABCInsurance.Thenewcompanybringstogethertwoleadinginsuranceproviderstoformtheworldsthirdlargestinsurancecompany.Themergerguaranteesthefutureofbothcompaniesandtheirabilitytoc

38、ompetewiththebest.Atthesametime,itcreatespossibilitiestomakesavingsinmanyareas,suchasofficeexpenses,advertisingandstaffingcosts.Thesesavingswillbepassedontotheconsumerintheformoflowerinsurancepremiums.Inaddition,withthecombinedexpertiseofthetwocompanies,theconsumercanexpecttoseeanexcitingrangeofnewi

39、nsuranceproductsinthecomingmonths.Thecompanywouldliketotakethisopportunitytothankemployeesofbothcompaniesforthepatienceandunderstandingtheyhaveshowninrecentmonths.Theirloyaltyisappreciatedandthecompanyintendstokeepanyjoblossestoaminimum.,BackgroundInfo,企业文化20世纪80年代初，哈佛大学教育研究院教授迪尔和麦肯锡咨询公司顾问艾伦对80家企业进行

40、了详尽的调查，写成了企业文化企业生存的习俗和礼仪一书。该书在1981年7月出版后，就成为最畅销的管理学著作。后又被评为20世纪80年代最有影响的10本管理学专著之一，成为论述企业文化的经典之作。企业文化是企业在生产经营实践中，逐步形成的，为全体员工所认同并遵守的、带有本组织特点的使命、宗旨、精神、价值观和经营理念，以及这些理念在生产经营实践、管理制度、员工行为方式与企业对外形象的体现的总和。企业文化是企业的灵魂，是推动企业发展的不竭动力。它包含着非常丰富的内容，其核心是企业的精神和价值观。根据企业文化的定义，其内容是十分广泛的，但其中最主要的应包括如下几点：1，经营哲学经营哲学也称企业哲学，是

41、一个企业特有的从事生产经营和管理活动的方法论原则。它是指导企业行为的基础。2，价值观念企业的价值观是企业全体员工共同的价值准则。只有在共同的价值准则基础上才能产生企业正确的价值目标。有了正确的价值目标才会有奋力追求价值目标的行为，企业才有希望。因此，企业价值观决定着员工行为的取向，关系企业的生死存亡。,3，企业精神企业精神是企业文化的核心，在整个企业文化中起着支配的地位。企业精神以价值观念为基础，以价值目标为动力，对企业经营哲学、管理制度、道德风尚、团队意识和企业形象起着决定性的作业。可以说，企业精神是企业的灵魂。4，企业道德企业道德调整企业与其他企业之间、企业与顾客之间、企业内部员工之间的关

42、系。5，团体意识团体意识是企业内部凝聚力形成的重要心理因素。企业团体意识的形成使企业的每个员工把自己的工作和行为都看成是实现企业目标的一个部分。6，企业形象企业形象是企业通过外部特征和经营实力表现出来的，被消费者和公众所认同的企业总体形象。由外部特征表现出来的企业形象称表层形象，如招牌、门面、徽标、广告、商标、服饰、营业环境等；通过经营实力表现出来的形象称深层形象，它是企业内部要素的集中体现，如人员素质、生产经营能力、管理水平、资本实力、产品质量等。7，企业制度企业制度是在生产经营活动中形成的，对人的行为带有强制性，并能保障一定权利的各种制度。从企业文化的层次结构看，企业制度属中间层次，它是精

43、神文化的表现形式，是物质文化实现的保证。,Reading,4.ReadthisextractfromanarticleinBusinessStrategymagazine.Wheredothesefourtypeoforganizationbelonginthetext?StockbrokersRestaurantsOilcompaniesBanks,5.Describeanorganizationyouknoworhaveworkedorstudiedin,Usefulexpressions,Corporateculturecomprisestheattitudes,experiences,

44、beliefsandvaluesofanorganization.Heavyrelianceonacentralcharismaticfigureintheorganization.Feedbackisquickandtherewardsarehigh.Bigstakesdecisionsaretaken,butitmaybeyearsbeforetheresultsareknown.Peoplebecomeboggeddownwithhowthingsaredoneratherthanwithwhatittobeachieved.Teamsareformedtosolveparticular

45、problems.Powerderivesfromexpertiseaslongasateamrequiresexpertise.OverlycautiousRedtapeFewrisksbeingtaken,allwithrapidfeedbackStriveforhighqualitycustomerservice,6.LookatthissurveythesameeditionofBusinessStrategymagazine.Markthesixitemsthataremostimportanttoyou(1isthemostimportant).7.Discussyouranswe

46、rswithyourpartner.Takingintoaccounthisorherpreferences,whatjobandtypeofcompanywouldyourecommend?,Speaking:Anemployeesurvey,presentationwork,DoaresearchonthefourtypesoforganizationalcultureBasedontheSpeakingexercise(anemployeesurvey),figureoutwhatkindofpeoplemaybesuitableforeachorganizationalculture？

47、,2.2Businessskills,Presentingfacts,VocabularyPreparation,one-stopbeinlinewithtwitchyflatdiscreetaccessoriesprofileoutletdeveloppollrevenuestudio,一站式的，提高一揽子商品符合，与。一致焦躁不安的，紧张的萧条的，不景气的谨慎的，慎重的装饰品简介，概况销售点，门店使胶卷显影民意测验收入，税收摄影室,Listening:Fallingshares,1.Whatkindofcompanyisit?WhatstheproblemforKaptoys?,Sugge

48、stedanswer1alargetoyretailer(listedontheStockExchange)2Salesareflatandthesharepricehasfallenby2%,Listening:Fallingshares,2.Completethenotes,Suggestedanswer1Notgoingtoachievethe20%growthtarget2Sharepricewillfallasaresult3Growsalesbyacquisition4Lookforamedium-size,well-establishedbusiness;notnecessari

49、lytoy,butrelatedtoleisureretailsector;reportbackinamonth,Speaking:Presentingfacts,3.Prepareapresentation,Voluntarywork:2studentsGothroughthelanguageboxRemembertousepasttensefortheintroductiontothecompanyshistoryConcludewhythecompanywouldbeabettertargetforKaptoys.,SuggestedanswerforStudentA,Shallwebe

50、gin?ImgoingtogiveyousomeinformationaboutWLimitedcompanywith65employeeswhichisequallyownedbytwoheelsTimes2,adirectors.Pleaseinterruptmeiftheressomethingthatsnotclear.Thecompanywasestablishedin1989,nowitsturnoverreaches24millionperyear.Having16retailoutletsinmajorcitiesacrosstheUKandgrowingonlinesales

51、.Itsmainproductsarechildrensandadultsbicycles,cyclingaccessoriesandcyclingholidays.Now,Illdescribebrieflythecompanyshistory.In1989,twomountainbikeenthusiastsopenedashopinManchesterin1992,itwasvotedasthebestbikeshopinUKbyMountainBikemagazine.Then,in1994,itopenedshopsinLondon,CardiffandBirmingham.In19

52、98,anotherfivenewshopswereopenedafterithadextendeditsproductrange.(tobecontinued),SuggestedanswerforStudentA,In2000,itofferedcyclingweekendsandholidays.Andin2001,itlaunchedonlinebikeshopwithitsonlinesaleshitting1millionin2004.in2006,itopenedanothersevennewshops.Thecompanyscorecompetenciesaretechnica

53、lknowledgeofbicyclesandcustomerservice.Ithaspositivecashflowandgoodprofitmargins,butithasrunintohighdebtsduetorecentinvestmentinnewshoppremises.Asfarasthecompanysmarketprospectsareconcerned,itprobablyhasbrightmarketprospects,becausecyclingisincreasinglybecomingpopularandbikesarebecomingmoreandmoreso

54、phisticated.Itsalsoworthnotingthatthemarketpriceofthecompanyisprobablyhigh.SoIvecoveredthemainpoints.Idliketoinviteyourquestionsnow.iftherearentanymorequestions,Illendthere.Thanksforyourattention.,Speaking:Presentingfacts,4.DiscusswhichofthetwocompanieswouldbeabetteracquisitiontargetforKaptoys.,Thea

55、rgumentsforbuying“WheelsTimes2”arethatitisclearlyagrowingbusinessinagrowingsector.AgainstitisthatitmightbeoverpricedandbicyclesarenotpartofKaptoyscorebusiness.Theargumentsforbuying“Bustwells”arethatithasagoodhighstreetpresenceandmaybeboughtcheaply.ThereasonsagainstarethatmaybetheHighStreetisnotagoodplacetobefortoysandthatithas