高级商务英语1复习资料.doc

Unit l:The Empire Strikes back1. "When you want to create a climate and culture of hyper-growth, you really need to live and breathe emerging markets.”When you want to create a climate or culture of a super fast growing organization, you really need to come to emerging markets and feel in person what it is like living and working there.2. which brings together all of Big Blue's operations outside North America and westernEurope, which brings all of IBM's operations (units) outside North America and western Europe underits leadership.3. Latin America now reports to Shanghai.now under the leadership of Shanghai.4. based on the right cost, the right skills and the right business environmentif the cost is relatively low, the skills are up to standard, and the business environment is favorable 5. horizontally and globallyIt can pool all human resources of IBM and allocate them in an optimal way among business units across the world・6. Why IBM relatively painless sell PC department?When Lenovo, a Chinese PC company, acquired the business division of IBM, a global giant of the USA, there was no loss of face or national disgrace involved in this because it was considered nothing but an exchange of commodities・7. hot labour markets in emerging markets are causing extremely high turnover rates.the booming labour markets in emerging markets are causing fast flow of talents from one firm to another.8.IBM reckons that its global reach gives it an edge in recruitment and retention over local rivals.its global expansion helps it maintain a competitive advantage over local competitors in terms of the talents it hires and the longer time it keeps the talents9・thanks to an infrastructure boom that promises to span everythingdue to fast growth in the infrastructure construction business, which is estimated to cover every possible project from..・lO.There is still a striking lack of executives from emerging markets at the top of developed-country multinationalsThere are still very few local executives who can climb to the top management of developed-co un try multi nationals.11 ・the breadth and depth of management talentbreath=varied and divers讦ied management talentsdepth=experieneed and seasoned management talentsHead of strategy:®略发展总监hyper-growth:super fast growth Emerging market:新市场growth markets：成长型市场；增长型市Big blue： nickname for IBM 国际商业机器公Perennial： Iong-lasting; recurring; enduringline business： An LOB (line-of-business) is a general term thatdescribes the products or services offered by a business or manufacturer. In some large enterprise cultures, the term line-of-business (LOB) is used as a synonym for corporate division.cutting-edge： leading-edge; sophisticated; hi-techCommoditised： con verted into a commodityOutsourci ng：夕卜包The contracti ng or subc on tracti ng of non core activities to free up cash, personnel, time, and facilities for activities in which a company holds competitive advantage. Compa nies havi ng stre ngths in other areas may con tract out data processi ng, legal, manufacturing, marketing, payroll accounting, or other aspects of their businesses to concentrate on what they do best and thus reduce average unit cost. Outsourcing is often an integral part of downsizing or reengineering. Also called contracting out•承包Upstarts： firms that have risen suddenly to a position of power or wealth 新贵Pools： group of people available for work when required nJ招ZR卩来的——些人：a pool of doctors available for emergency work为应付紧急悄况而待命的一些医生Tur no ver rate： A huma n resources metric which expresses the number of employees lost through firing, attrition and other means compared to the total number of employees in the company.人员流动率chief procurement officer： A chief procurement officer (CPO) is an executive role focused on sourcing, procurement, and supply management for an enterprise•首席采购官sales pitch：推销游说Pitchi ng： trying directly to persuade governments to buy this business or to make a deal with governments for this businessBlueprint： a set of proposals/plans expatriate managers； expat managers：海夕卜派遣经理at short notice： with notification only a little in advance bottom-of-the-pyramid： An economic term referring to the largest but the poorest socio-economic group constituting more than 2.5 billion people that live on less than $2.50 a day•金字塔底层executive suites： The term ”executive suites'1 referred to the suite of offices on or near the top floor of a skyscraper where the top executives of a company work, usually in eluding at least the president or chief executive officer, various vice presidents and their staff•行政套房Fbach：legally catch 猎取Unit 2:The Harry Potter Economy1 ・“the tip of a publishing iceberg”constituting the smallest proportion of total sales generated by the publishing house2. there was no point bidding against the firm for a children f s titleIt was impossible to beat the firm in the com pet it io n for the market of children's books ・3. an article in the New York Times asked "Harry who?Two new adventure stories are now in the swim: the Greek myths, and the Arthurian legends. The Harry Fbtter model is out of fashion.4. The project appeared “too British for the studios but too big to be a British productio nThe movies appeared "too British for the American studios to man age well, but they are also too expensive to be produced solely in UK.”5. her “worst nightmare" was that her hero would end up on the side of fast-food contai nersthe image of her hero (Harry Fitter) would be printed on the side of fast-food containers, which Rowling thought would impact negatively the image of her hero.6. Given the rise of digital media and piracy, Harry Potter may be seen as a high-water mark in the industry・no film other than Harry Potter can make such remarkable achievements in the film industry, especially in box office performs nee.Division:Alternative term for business unit.部门market-testing:I1J场测试；销住实验；市场定位技术snowball effect:滚雪球效应；滚雪球似地迅速增人的效应；雪球效果Turnover:W业额，成交量Revenues: money that a business or organization receives over a period of time, especially from selling goods or services (income)Outfit:a business firm engaged in a particular form of commercial enterprisePlindits:a person who knows a lot about a particular subject and who often talks about it in public; an expertrevenue streams:收益源；盈利源A company's revenue stream is the amount of money that it receives from selling a particular product or service・(BUSINESS)The events business, she said, was crucial to the group in that it provides a constant revenue streamBlitz:an advertising or publicity blitz is a major effort to make the public aware of something. On December 8 the media blitz began in earnest.master toy licence:原版使用许可;主许可执照Unit 4:Silicon Valley visionary who put Apple on top1. ground・breaking productIn the hi-tech industry, people had bee n guessi ng about for mon ths what Apple's latest revolutionary product would be before it was debuted・2. there are no second acts in American lifeNo second act means you get one shot at the brass ring of success and even if you manage to grab it, life inevitably goes downhill to a tragic anti-climax.It seems 99% of pers ons get this wrong, con sidering that it's always quoted in the context of someone or another f s re-emergence on the scene after going into an eclipse・ Ftzgerald did NOT mean there are no second chances in American life-but that American lives tend not to have middle acts, when the fruits of our early labors can be appreciated, before going into the inevitable decline of old age・3. there are no second acts in American life does not come more decisively than this.There is nothing more definitely challenging E Scott Fitzgerald's much-quoted witticism that there are no second acts in American life than the act of Steve Jobs whose successful comeback had proved Fitzgerald wrong.4.0f all the fingers that Apple has poked into Microsoft' s eyes over the years, none can have rankled as much as the early success of the iPad.Of all the blows that Apple has dealt to Microsoft over the years, the early success of the iPad has inflicted the most pain to Microsoft.5.it points to a future beyond the computer mouseit points to a trend where the computer mouse is no longer a must-have peripheral.6.and a world without Windows・and a computer world no Ion ger dominated by Windows because Apple's Macin tosh has come onto the stage. (I OS vs. Android)7.Sales of cheaper notebook computers are already suffering.The sales of cheaper notebook computers are already beginning to decline・ The number of consumers buying Apple's iPad or upscale, higher-priced Mac computers is on the rise/increase.8. a company that has drawn on the openness of the web itself as the model for its own smartphone software.a company whose Android system for smartphones is based on the open Linux kernel and that advocates that the software for smartphones shall not be restricted on the open platform.9. The sophistication of his touch-screen devices is a long way from Mr. Job" s rudimentary start in the garage of his adoptive parents in suburban northern California ・It took Mr. Jobs a long long time to develop his highly sophisticated touch-screen devices, beginning with some simple devices in the garage of his adoptive parents in the suburban northern California・I 0.There was little i n Mr. Jobs* beg innings that gave a hin t of what was to come ・Nothing in Mr. Jobs1 humble beginnings suggested that he would be so successful in the years to come.II ・Mr. Jobs' spiritual aspirations left him with little use for either shoes or soap 6 for long periodSoBack from his spiritual pursuit in India, Mr. Jobs did not wear shoes or take a shower for a long time, which made his co-workers extremely worried・12. That means pushing relentlessly forward rather than milking old successes - even ones as significant as the iPod・That means he pushes forward an innovative project persistently and unyieldingly rather than dwelling/resting on old successes; he is even not satisfied with achievements as significant as the iPod・ 13.Others now have Apple in their sights, forcing Mr. Jobs into the competitive moves that would once have seemed out of character.Others now see Apple as their target to pursue (enemy to conquer), which forced Mr. Jobs to take countermeasures so as to gain competitive advantages over his rivals, but this seemed quite unusual for Mr. Jobs for he was often too proud to care about competing with others. 14.a prouder Steve Jobs would not have let out the door.Steve Jobs was too proud to admit that he had imitated the product of others and thus limited the use of Ping to iTunes users only. I n other words, it had not been released for public trial.Visionary:If you refer to someone as a visionary，you mean that they have strong, original ideas about how things might be different in the future, especially about how things might be improved ・vision :愿景；视觉；远见In business，vision is foresight - the capacity to envisage future market trends and plan accordi nglyVision StatementAn aspirational description of what an organization would like to achieve or accomplish in the mid-term or Iong-term future. It is intended to serve as a clear guide for choosing current and future courses of action.Mission Statement・A written declaration of an organizatiorfs core purpose and focus that normally remains unchanged over time・ Properly crafted mission statements (1) serve as filters to separate what is important from what is not, (2) clearly state which markets will be served and how, and (3) communicate a sense of inten ded directi on to the en tire organizati on.A mission is different from a vision in that the former is the cause and the latter is the effect; a mission is something to be accomplished whereas a vision is something to be pursued for thataccomplishment. Also called company mission, corporate mission, or corporate purpose.Sdelined: to prevent sb from playing in a team, especially because of an injury: The player has bee n sideli ned by a knee in jury.to prevent sb from having an important part in sth that other people are doing: The vice-presidentis increasingly being sidelined.washed up:No Ion ger successful or needed; finished; done.written off:If you write someone or something off, you decide that they are unimportant or useless and that they are not worth further serious attention.Seal:TD establish or determine irrevocably: Our fate was sealed・Rebo un d: (especially busi ness) a positive recovery/react io n that happe ns after sth n egative whipped up:to try to make people feel strongly about something; stirred upDisparagingly:slightingly; derogatorily; express a negative opinion ofreality distortion field:现实扭曲力场Reality distortion field (RDF) is a term coined by Bud Tribble at Apple Computer in 1981, to describe company co-founder Steve Jobs* charisma and its effects on the developers working on the Macintosh project・ Tribble said that the term came from Star Trek. Later the term has also bee n used to refer to perceptio ns of his keynote speeches (or H St eve notes1') by observers and devoted users of Apple computers and products・The RDF was said by Andy Hertzfeld to be Steve Jobs1 ability to convince himself and others to believe almost anything with a mix of charm, charisma, bravado, hyperbole, marketing, appeasement and persistence・ RDF was said to distort an audienee's sense of proportion and scales of difficulties and made them believe that the task at hand was possible・suspension of disbelief:Suspension of disbelief or willing suspension of disbelief is a term coined in 1817 by the poet and aesthetic philosopher Samuel Taylor Coleridge, who suggested that if a writer could in fuse a n human interest and a sembla nee of truth11 into a fan tastic tale, the reader would suspend judgment concerning the implausibility of the narrative・ Suspension of disbelief often applies to fictional works of the action, comedy, fantasy, and horrorinitial public offering IPO:肖次公开券股肖次公开发行；肖次公开招股The first sale of stock by a company to the public・ Companies offering an IPO are sometimes new, young companies, or sometimes companies which have been around for many years but are fin ally decidi ng to go public ・ I POs are ofte n risky inv estme nts, but often have the potential forsignificant gains・ IPOs are often used as a way for a young company to gain necessary market capital.Rankled:cause lasting bitterness or resentmentDigerati: People who are kno wledgeable about digital tech no logies such as computer programming and designconjured from nothing:lf you conjure something out of nothing, you make it appear as if by magic. premium prices : Premium pricing 溢价政策(also called image pricing or prestige pricing) is the practice of keeping the price of a product or service artificially high in order to encourage favorable perceptions among buyers, based solely on the price. The practice is intended to exploit the tendency for buyers to assume that expensive items enjoy an exceptional reputation or represent exceptional quality and distinctiori. A premium pricing strategy involves setting the price of a product higher than similar products・ This strategy is sometimes also called skim pricing because it is an attempt to “skim the cream" off the top of the market. It is used to maximize profit in areas where customers are happy to pay more, where there are no substitutes for the product, where there are barriers to entering the market or when the seller cannot save on costs by producing at a high volume・Luxury has a psychological association with premium pricing. The implication for marketing is that consumers are willing to pay more for certain goods and not for others・ T D the marketer, it means creating a brand equity or value for which the consumer is willing to pay extra・ Marketers view luxury as the main factor differentiating a brand in a product category.venture capitalist:风险资本家；风险投资家；风险投资人A venture capitalist is a pers on who in vests in a busi ness ven ture, providing capital for start-up or expansion. Venture capitalists are looking for a higher rate of return than would be given by more traditional in vest me nts.Generally, venture capitalists are looking for returns of 25 percent and up.What's the difference betwee n a ven ture capitalist and an an gel investor?A venture capitalist is a professional investor. He or she manages a fund and is looking for suitable in vest me nts for that fund. An an gel in vest or is an individual who, while also looki ng for a suitable investment, is also looking for a personal opportunity・In other words, the venture capitalist may have no business experienee applicable to the industry your company is involved in, and is focused on the potential rate of return your compa ny can provide. An an gel in vest or often has busi ness experie nee releva nt to your company and is interested in adding value to your company, as well as making a return on his or her in vestment ・Stint=tenure： A stint is a period of time which you spend doing a particular job or activity or working in a particular place•占有 (职位)Vision ary: If you refer to someone as a visionary, you mean that they have strong, original ideas about how things might be different in the future, especially about how things might be improved.W 远见的、有预见性的Milking： If you say that some one milks somethi ng, you mean that they get as much ben efit or profit as they can from it, without caring about the effects this has on other people.call the shots：定调子(ALSO call the tune; wear the trousers)to be in the position of being able to make the decisi ons which will influe nee a situati on exercise authority or be in chargeLieutenant： an assist a nt with power to act when his superior is absent; deputy 畐U FPragmatism means thinking of or dealing with problems in a practical way, rather than by using theory or abstract principles.实用?k义Mass Market:大众市场；人规模市场；大量市场Un-segmented market in which products with mass appeal products (aspirin, orange juice, soft drinks, paperback romances, etc.) are offered to every customer through mass retailers or independent stores, and promoted through mass media・Niche Market：小众市场Expediency= convenienee means doing what is convenient rather than what is morally right. (FORMAL) eg： This was a matter less of morals than of expediency•利己、方便Concern： firm; company; businessme-too： a company's me-too product is one that is designed to be similar to a very popular product made by another companysand their fin gers down： sand down: to make a surface smooth by rubbing it with san dpaper Antitrust：反托拉斯的，反垄断的In the Un ited States, antitrust laws are in tended to stop large firms taki ng over their competitors, fixing prices with their competitors, or interfering with free competition in any way.Unit 5:The post-modern craving for creativity1. Pixar achieved its dominanee by making astonishing shifts in what was thought possible in animated filmmaking.Pixar became a market leader by making the impossible possible in animated filmmaking: theyhad made amazing groundbreaking achievements in the existing animation world・2. unproductive recreations offering no more value than a little R&R.The purpose of recreations is not to gen erate profits or in comes but to get nothi ng but a little rest and entertainment.3. placing this type of work on a par with the financial industry.making creative work rank equally with the financial work.4. And what role does creativity play in energy bra nds and how does it drive consumers to gravitate toward them?How does creativity contribute to vigorous and dynamic brands and how does it attract consumers gradually and irresistibly to them?5. maybe 農progress” isn't all that it'd been made out to b e?maybe it had been found out by people that modernism means much more than "progress11 only.6. deriving meaning out of life eludes many of us day by day.Many of us seems to forget what they live for.7. Like nine-year-olds wrestling with the question of Santa ClausLike children of nine years old who are always uncertain about whether Santa Claus really exists8. consumers are torn between wanting to believe modernist promises and being too savvy to suspend disbelief・consumers are very ambivale nt 矛盾的:on one hand, they want to believe what the modernist has promised; on the other hand, they do not want to believe in modernism blindly because they know very well that modernism cannot solve all their problems,e・g. understanding the meaning of life or human purpose.9.1 t's a conflict that few marketers can recognise.We know consumers do not want to be deceived 欺骗by marketing, but we also know no consumers will buy our products without marketing10. Yet we've found that creative bra nds transce nd their skepticism of marketing, allowing them to believe with no sense of hypocrisy, thus resolving the conflict・Yet we've found that creative brands clear the doubts in the head of consumers and make them believe in a real sense what is promoted in marketing. In this way, creative brands have solved the conflict satisfactorily.11 ・Creativity is embedded in the spirit of irresistible brands・What differentiates super brands from other less successful brands is creativity.12. there is n evertheless a sign ifica nt negative correlati on betwee n happ in ess and wealth・The more fortunes one possesses, the less happy one becomes・13. u So many lucky men, restless in the midst of abundance.MSo many people made a fortune overnight and they were unable to stay still or be happy where there were, when they were surrounded by material abundanee. depopulated : 人口减少reduce in population; desolate the Bureau of Labour Statistics :芳动统计局Creative services are a subsector of the creative industries, a part of the economy that creates wealth by offering creativity for hire to other businesses. Creative Services also means a department within a company that does creative work such as writing, designing, and producti on. It is ofte n a sub-department of the Marketi ng organizati on. Examples in elude: Design and production agenciesStudios Ideation consultancies Software development firms Temp agencyMarketing firmsPublic relati ons age ncies Advertisi ng age ncies Promotio nal age ncies Brandi ng age ncies Entertainment I ndustries币lent agency GuildsLike lawyers and accountants in the professional services sector, creative services firms sell a specialised technical service to satisfy the needs of companies that do not have this expertise themselves ・paradigm-shiftin：典范转移；典范移转；范式转换A radical change in thinking from an accepted point of view to a new one, necessitated when new scientific discoveries produce anomalies in the current paradigm.Modernism： American modernism, like modernism in general, isatrend of thought that affirms the power of human beings to create, improve, and reshape their environment, with the aid of scientific knowledge, technology and practical experimentation, and is thus in its essence both progressive and optimistic. American modernism is an artistic and cultural movement in the United States starting at the turn of the 20th century with its core period between World War I and World War II and continuing into the 21st century.negative correlation 负和关性A relationship between two variables in which one variable increases as the other decreases, and vice versa. In statistics, a perfect negative correlation is represented by the value while a 0.00 in dicates no correlation and a +1.00 in di cates a perfect positive correlation. A perfect n egative correlati on means that the relati on ship that appears to exist betwee n two variables is n egative 100% of the time .It is also possible that two variables may be n egatively correlated in some, but not all, cases.Here are a few examples of a negative correlation: The more time I spend at the mall, the less money I have in my checking account. The more hours I spend at the office, the less time I spend with my family.cul-de-sac： blind alley —端不通的街道;死胡同.Bisociation：界类联想；界态混搭；界类混搭It is a study of the processes of discovery, invention, imagination and creativity in humour, science, and the arts. It lays out Koestler's attempt to develop an elaborate general theory of humancreativity.From describing and compari ng many differe nt examples of inventio n and discovery, Koest I er concludes that they all share a comm on patter n which he terms H bisociati orT - a blending of elements drawn from two previously unrelated matrices of thought into a new matrix of meaning by way of a process involving comparison, abstraction and categorisation, analogies and metaphors・He regards many different mental phenomena based on comparison (such as analogies, metaphors, parables, allegories, jokes, identification, role-playing, acting， personification, anthropomorphism etc.), as special cases of “bisociation”.The concept of bisociation has been adopted, generalised and formalised by cognitive linguists Giles F^ucorrnier and Mark Turner, who developed it into conceptual blending theory.frames of reference参照系；参考系；参考架构a structure of concepts, values, customs, views, etc., by means of which an individual or group perceives or evaluates data, communicates ideas, and regulates behavior.Overall context in which a problem or situation is placed, viewed, or interpreted. A too-narrow frame may leave out critical factors, whereas a too-broad frame may in elude many irreleva nt distractions.an in creme ntal and expone ntial idea1」n creme ntal inn ovati on is taking products, solutions and tech no logies which you curre ntly have today and doing some small advanceme nt on the same tech no logies or solutio nsThe humble bicycle has evolved over time with new materials (particularly in the frames) new comp orients (no gears back in the old days), and accessories such as lights ・2. lech no logy is ever in creasing and ever advancing. We know this through Moore? s Law. And, technology has impacts that expand like the ripples on a pond. From the center (the developme nt and release of a new tech no logy) to the outermost ripple that seems un related ・An expone ntial idea is the one that helps in the fast across-the-board inno vat io n of the organization, involving business models, manufacturing processes, products and services, etc.Differentiation产品差界化；产品分化；产品差界性A marketing process that showcases the differences between products・ Differentiation looks to make a product more attractive by contrasti ng its unique qualities with other com pet i ng products ・ Successful product differentiation creates a competitive advantage for the seller, as customers view these products as unique or superior.Product differe ntiatio n can be achieved in many ways .It may be as simple as packagi ng the goods in a creative way, or as elaborate as incorporating new functional features・ Sometimesdiffere ntiation does not involve ch a nging the product at all, but creati ng a new advert i si ng campaign or other sales promotions instead・Unit 7:BMW Drives Germany1. BMW has mastered the manufacturing fine arthighly developed techniques in manufacturing2. heavily unionized workforcethe workforce in which the percentage of employees that are union members is very high3・rival Audi is turning up the heatapply great or in creased pressure; turn up the pressure4. The recovery “has legs”To have en dura nee; to have prospects to exist or go on for a long time ・5. many German firms did their homeworkmade a careful preparation to fight back6」t， s all about mastering complexity.The recipe for success is to know perfectly well how to achieve synergy through merging complementary competencies・7. Putting BMW on a more efficient footing at home has enabled it to expand its product line in all directions・Maki ng BMW run more efficiently in the homeland of Germa ny8. But it makes up in price and prestige what it lacks in volume・the low sales of Rolls-Royce are offset by its high price and good reputation.9・“BMW' s main weakness is that life is getting ever narrower in the premium segment, and it needs volume growth.the customer base in the upscale market is getting smaller, so BMW needs to grow fast in the volume of sales.Dealership 商品特许经销商:a business established or operated under an authorization to sell or distribute a company's goods or services in a particular area; franchisetailor-made :定制的If something is tailor-made, it has been specially designed for a particular person or purpose・custom, custom-built, customized, custom-made, made-to-order.Revenue= income:money that a business or organization receives over a period of time, especially from selling goods or servicesprofit margins 利润率：A ratio of profitability calculated as net income divided by revenues, or net profits divided by sales. It measures how much out of every dollar of sales a company actually keeps in earnings.。