商务英语综合教程第一册unit 4
Integration of online and conventional marketing
“… launch early this year will be supported by an $18 million yearlong marketing campaign.
The company decided to kick off its campaign using non-traditional viral marketing channels, launching the zero movement on the streets via a series of posters, coasters and chalk drawings and a website …
• Flexibility – Change focus – Experiment with messages
• Access to Global Markets
• Two-Way communication (real-time) – Messages can be targeted – Message can be responded to
Benefits
• Benefits to Consumers – On their time – Pertinent to their needs and wants
• Creditability – Everyone else is doing it – Money was spent
• Benefits to Businesses Wide – Fewer stops – Efficient use of resources
III．Think about different ways to do business via internet.
Basic Marketing Concepts
• Marketing: The strategies and actions firms take to establish a relationship with a consumer and encourage purchases of products and services
Unit 4
Trade and Internet
Content
Warm-up Activities Background Information Text Analysis Extended Activities Writing
Warm-up activities
I. Pair works What do you know about internet? Think about its n talk with your partner.
II. Group work It is said that the marriage between international trade and internet gave birth to B2B. Work in small groups, discussing the relationship among international trade, internet and B2B.
Integration of online and conventional marketing
• There needs to be ONE message going out on all facets of marketing • There needs to be ONE look across all communication • Convention marketing should direct to on-line marketing resources • On-line marketing should point to ways to see and receive conventional collateral
(SEO) • Paid inclusion / Directories • B2B / Partnerships
• Globalization • Messaging / Tag Lines • Pay-Per-Click (PPC)
marketing • Content Services /
Management • Syndication
Internet Exchange
Connect Enjoy Learn
Resources
Trade
Marketing Stimuli
E-Marketing Services
• Integration of online and conventional marketing
• Metrics • Branding • Competitive Analysis • Audience Analysis • Search Engine Optimization
• Research – Return on Investment – Real-time tracking
The Internet Exchange Process
Technological, Social/Cultural and Legal
Context
Outcomes
Individual Characteristi cs
• Internet marketing: Using the Web, as well as traditional channels, to develop a positive, long-term relationship with customers, thereby creating competitive advantage for the firm by allowing it to charge a higher price for products or services than its competitors can charge
综合商务英语1(已完成)UNIT 4 Travel
2. access [ˈæ kses] n.入口，出口； 接近，进入；
• The facilities have been adapted to give access to wheelchair users. 这些设施已经改造过以方便轮椅使用者 进入。
• Villagers say the fence would restrict public access to the hills. 村民们说这个围栏将限制公众进入山区。
• Her features were strongly defined. 她的五官轮廓分明。
• Television companies tend to censor bad language in feature films. 电视公司往往会在审查故事片时删去其 中的粗话。
• vt.使有特色； 描写…的特征； 以…为号召物
eg.He had asked me to make a restaurant reservation.
make a reservation 预定（房间、票）； 预约
have reservation about 对……持保留 意见
• reserve v.保留 reserve sth (for sb/sth) e.g. If something is reserved for a particular person or purpose, it is kept specially for that person or purpose. reserved adj.内向的，内敛的
confirm a contract签合同， 批准合同 confirm one's belief坚定信念 adj. confirmative. 确定的 adj. confirmed 根深蒂固的
商务英语综合教程1-王立非-Unit 4
Unit 4Part OneI. Topic-related WordsSuggested answerEcotourism: biodiversity ecological reserve habitat sustainabilityHeritage tourism: ruins relics mosquesNatural scenery: mountain desert national park landscapeCultural tourism: food custom architectureTravel mode: package tour individual tripIII. Listen, Watch and DiscussKey1. principal2. engage3. performing4. rituals5. prompts6. fosters7. heritage8. poverty9. nurture 10. preserving 11. revenue 12. survival 13. must be thoughtfully managed if it is to flourish14. Only true partnerships between communities and the tourism15. genuine appreciation for the aspirations and values of all partiesTranscriptThe global wealth of traditions is one of the principal motivations for travel, with tourists seeking to engage with new cultures and to experience the global variety of performing arts, handicrafts, rituals and cuisines. The cultural interaction spurred by such encounters prompts dialogue, builds understanding, and fosters tolerance and peace.Fostering the responsible use of this living heritage for tourism purposes can generate employment, alleviate poverty, curb rural flight migration, and nurture a sense of pride among communities.Tourism offers a powerful incentive for preserving and enhancing intangible cultural heritage, since the revenue it generates can be channeled back into initiatives to aid its long-term survival. Intangible cultural heritage must be thoughtfully managed if it is to flourish in an increasingly globalized world.Only true partnerships between communities and the tourism and heritage sectors, built on a genuine appreciation for the aspirations and values of all parties, can ensure its survival.Part TwoWarm-up ActivitiesSuggested answer1. Information about TurkeyGeography: located at the northeast end of the Mediterranean Sea in southeast Europe and southwest Asia.History: Turkey has been inhabited since the Paleolithic age by various ancient Anatolian civilizations, such as Aeolian, Dorian and Ionian Greeks, Thracians, Armenians, and Assyrians.The Persian Empire occupied the area in the 6th century B.C., giving way to the Roman Empire, then later the Byzantine Empire. The Ottoman Turks first appeared in the early 13th century, and gradually spread through the Near East and Balkans, capturing Constantinople in 1453. After the reign of Sultan Suleiman I the Magnificent (1494—1566), the Ottoman Empire began to decline. In the nineteenth century, Turkey was occupied by Russia, but the Turkish War of Independence (1919—1922) resulted in the establishment of the modern Republic of Turkey in 1923.Politics: Turkey is a parliamentary representative democracy.Economy: Turkey has the world’s 17th largest GDP by PPP and 18th largest nominal GDP. The country is among the founding members of the OECD and the G-20 major economies. Religion: Islam is the dominant religion of Turkey with 99.8 percent of the population being registered as Muslim.2. Ancient civilizationsRoman civilization began on the Italian Peninsula as early as the 8th century BC and shifted from a monarchy to a republic and then to an empire. As a highly developed civilization, Ancient Roman has contributed a lot to modern government, law, politics, engineering, art, literature, architecture, technology, warfare, religion, language and society.Persian civilization is a series of imperial dynasties centered in Persia (Iran), the first of which was established by Cyrus the Great in 550 BC, with the Persian conquest of Media, Lydia and Babylonia.Byzantine civilization is the continuation of the Roman Empire in the East during Late Antiquity and the Middle Ages, when its capital city was Constantinople (modern-day Istanbul, originally founded as Byzantium). It survived the fragmentation and fall of the Western Roman Empire in the 5th century AD and continued to exist for an additional thousand years until it fell to the Ottoman Turks in 1453. During most of its existence, the empire was the most powerful economic, cultural, and military force in Europe.Modern historians distinguish Byzantium from ancient Rome insofar as it was centered on Constantinople, oriented towards Greek rather than Latin culture, and characterized by Orthodox Christianity.The Ottoman Empire, which is also known as the Turkish Empire or Turkey, was an empire founded in 1299 by Oghuz Turks under Osman I in northwestern Anatolia. With conquests in the Balkans by Murad I between 1362 and 1389, the Ottoman sultanate was transformed into a transcontinental empire and claimant to caliphate. The Ottomans overthrew the Byzantine Empire with the 1453 conquest of Constantinople (present-day Istanbul) by Mehmed the Conqueror.The Neo-Assyrian Empire was an Iron Age Mesopotamian empire, in existence between 911 and 609 BC. Following the reforms of Tiglath-Pileser III in the 8th century BC, Assyria emerged as the most powerful state of the Ancient Near East, eclipsing Babylonia and Egypt. The Neo-Assyrian Empire succeeded the Middle Assyrian period of the Late Bronze Age. During this period, Aramaic was also made an official language of the empire, alongside the Akkadian language.Text IComprehension CheckI. Reading for general ideas1. Fill in the blanks to complete the outline of the text.KeyMain Idea: The threat to an ancient town with a long history and many treasures, and local people’s attitudes towards it.Heading for Part I (Paragraph 1): Arrival in town and encounter with ShepherdsHeading for Part II (Paragraphs 2 to 3): The history of and treasures in HasankeyfHeading for Part III (Paragraphs 4 to 5): The threat posed by development and concerns Heading for Part IV (Paragraphs 6 to 12): Local dwellers’ hospitality and their attitudes towards the Dam ProjectHeading for Part V (Paragraphs 13—15): The nostalgia, and possible way out for the local people in face of change2. Read the text through quickly and answer the following questions.Key1.Hasankeyf is a small town located in the Batman province of southeast Turkey, not far fromthe border with Syria and, further down, Iraq. It is famous for its long history, more than 300 historical monuments and thousands of ancient human-made caves.2.The treasures in Hasankeyf are facing the threat that by the end of 2015, the massive135m-high and 1,820m-wide Ilisu Dam is projected to force many of Hasankeyf’s sites under water, including the Great Palace and the caves.3.The government has plans to create an archaeological park by relocating some of themonuments to higher ground. The ones that cannot be moved will become an underwater diving park.4.No, not for everyone. Even with these plans, many historians, scientists and archaeologists areconcerned that another Troy or Mycenae may remain lost forever since much of the area has yet to be excavated.5.Some of the local dwellers, such as the patriarch and his family, are strongly against it. Theyhave lived here for f ive generations and they are happy here. They don’t want to leave this place.II. Reading for specific informationKey1. F2. F3. F4. T5. F6. TIII. Reading and making interpretationsSuggested answer1.Even though the government has made plans to save the historical monuments, manyhistorians, scientists and archeologists still feel worried because there are many places which have not been dug yet and maybe there are some important ancient relics which have not been found yet underground. If this happens, it means some important relics as ancient as Troy or Mycenae will be lost forever.2.When I was together with the cave-dwellers, I asked permission to milk their sheep, butwithout success, and they laughed at my failure. When their laughter was not so loud, we changed our topic and began to talk about the dam.3.The shepherds’ truck was in very poor condition and I rode in it with the crowd, crossed ariver which was not deep and arrived at the shepherd’s home. We called it cave, but I did not think cave was the proper word for it.4.The cave was two storeys high, very spacious, with beautiful decoration and running water,electricity and even a glass pane window. It was a place I would like to have. The floor in the living room was covered by thick carpets, which was lined with comfortable cushions.5. A lot of things happened here: wars, earthquakes and conquests. Some of them brought gloryto this place and some brought decline. But no matter what happened, these ancient monuments still stand here and the people still live around them. They have lived longer than those historical events.Part ThreeText IIComprehension CheckI. Reading for specific information1. Fill in the blanks to complete the outline of the text.1.Over the last 30 years international tourism to developing countries has increased enormouslyand one in five international flights now goes to a developing country.2.The park systems in most developing countries are failing to invest at anywhere near thenecessary levels to build capacity for managing the growth in park visits. As a result, tourism is now a threat to biodiversity rather than a benefit. The over-crowdedness of international nature tourism destinations will not only lead to a decline in the quality of the visitor experience, but also have a great impact on the fauna and flora in the destinations.3.On one hand, the destinations should focus on developing financial opportunities and boostingrevenues; on the other hand, the revenues must be reinvested appropriately at the specific sites that generate them, at least at a level adequate to prevent loss of natural capital.4.On one hand, the park systems should get more from the tourism income. On the other hand,they can raise the tickets prices.5.It starts a virtuous cycle: protected areas are more clearly perceived as assets for economicdevelopment, and investments are made in improved tourism management, which in turn leads to more visits and less poverty.II. Reading and making interpretationsSuggested answer1.Now there is a huge gap between the current estimate of spending on protected area indeveloping countries and the lowest expenditure needed to provide effective conservation and management of their resources. If there is proper policy to control the development of nature tourism and ecotourism, it could help greatly in reducing the wide gap.2.Judging by appearance, tourism should be good business to developing countries in all aspects,because it can make tourists happy, bring more revenues to the park systems and increase investment in conservation.3.If investment remains inadequate, tourism will probably cease to prosper soon and becomedifficult to develop.4.On one hand, the conservationists need to deal with the environmental threats caused bytourism development; on the other hand, they should also concentrate on developing tourism in order to bring more economical development.5.According to the financial estimate, if investment is increased, there will be greater demand intourism. The Ecuadorian tourism industry has shown that they are ready to support such initiatives after analyzing the financial estimate.Part FourText IIIQuestions for group discussionSuggested answer1.The text is taken from a travel book. It may also appear as a travelogue, part of a traveljournal or in a travel magazine.2.It gives an account of an American’s experience in the UK: his amusement, bitterness,surprise, and confusion.3.For example, the inn keeper and the man walking a dog.4.The tone of the article is humorous with slight satire. For example, the reality that he couldnot find accommodation must be very annoying to him, but he only refers it as “the only mildly dismaying thing”. Before he approached the guesthouse, he imagined a cheery conversation but was rudely refused in the first place, no chance to offer his humble apology at all. When he had nowhere to go and finally decided to sleep on the street, he referred it as “a shelter open to the elements but roofed” and “decided that this was as good as I was going to get.”Part FiveLanguage FocusFill in the blanks with the words above.1. grace 4. civilize 7. gracefully 10. hospitality2. controversy 5. controversial 8. civilized3. sustainability 6. hospitable 9. sustainableII. Idioms, phrasal verbs and fixed expressions1. in 4. of 7. with 10. about2. out 5. in 8. down3. into 6. to 9. offIII. Collocations1. meant/wished2. doing/inflicting/causing3. potential/serious/untold/irreparable/lasting/permanent4. economically/financially/physically; mentally/spiritually5. from6. through7. manage/struggle/are able/are luckyIV. Complete the following sentences with the words and phrases given in the box.1. fetching 5. contribute to 9. trudge(d) 13. bathed in2. grazing 6. mighty 10. crouch 14. sumptuous3. meager 7. status quo 11. harness 15. abundance4. yawning 8. concession 12. weather-beatenComprehensive PracticeI. Translate the following into English, using the words and phrases from the texts. Suggested answer1.As a result of deregulation and the danger to travelers it has brought about, I make up mymind that I will not make that country my travel destination in recent two years.2.We joined the tour-bus crowds in Petra to visit the ancient capital of the Nabateans and foundthat no words could do justice to the beauty and grandeur of the rose-red city of the desert. 3.Judging by the response to the upcoming trailers, this movie is bound to be another success ofthis young and promising director.4.The old man with a weather-beaten face told us: “We’re thrifty. We can live off our interest,save the principal and let the kids go off and have a hoot.”5.She wrote some controversial poems, which brought her instant fame, but the publicity soondied down over time.II. Translate the following into Chinese.Suggested answer不管度假采取何种形式，我们还是乐此不疲。
职通商务英语(第三版)综合教程1 Unit 4-1
Intensive Reading
What Is Corporate Entertainment?
Corporate entertainment is served as a precision marketing tactic (1). It can be directed at one person or even at several millions. The degree of success achieved mostly depends on the skills, strategies and hard work of the people who engage in it (2).
Indoor Activities
Outdoor Activities
escape room holiday parties award banquets circus entertainment awards dinners karaoke
sea fishing safari sailing rock climbing golfing barbecue
Classify the following types of corporate entertainment into the
correct categories.
escape room/ sea fishing/ holiday parties/ safari/ award banquets/ sailing/ rock climbing/ golfing/ circus entertainment/ barbecue / awards dinners/ karaoke
Warming-up Discussion
商务英语综合教程unit4
C. She goes shopping for food.
Unit 4 Time Management
Lead-in
2
Vocabulary
Listen to the conversation again, paying attention to the words listed below, and choose the explanation for each word.
The best kept secret about time management is that there really is no such a thing as good time management. We only get so many hours in the day and there is no way we can change it no matter how hard we try.
批注本地保存成功开通会员云端永久保存去开通
（基础篇Ⅰ） 第五版
主 编 王洗薇 王君华 林永成
Unit 4 Time Management
Time management is the process of deciding what needs to be done and developing a plan and/or timeframe for getting it done. Time management is about establishing routines, setting goals, and understanding priorities. Time management is a skill that results in the most effective use of a person’s time. It means consistently making the right decisions as to the best way to use your time at any given moment.
商务英语综合教程第一册unit 4 Trade and Internet
• Globalization • Messaging / Tag Lines • Pay-Per-Click (PPC)
marketing • Content Services /
Management • Syndication
Internet Exchange
Connect Enjoy Learn
Resources
Trade
Marketing Stimuli
E-Marketing Services
• Integration of online and conventional marketing
• Metrics • Branding • Competitive Analysis • Audience Analysis • Search Engine Optimization
• Research – Return on Investment – Real-time tracking
The Internet Exchange Process
Technological, Social/Cultural and Legal
Context
tcomes
Individual Characteristi cs
Benefits
• Benefits to Consumers – On their time – Pertinent to their needs and wants
• Creditability – Everyone else is doing it – Money was spent
当代商务英语综合教程1 Unit 4 Apes to Get iPads
Pre-class Task 1
Pre-class Task 1 Read the text once for the main idea(s). Do not refer to the notes, the glossary, or dictionaries.
4
Text A Apes to Get iPads
operate on shoestring budgets and Zimmerman has struggled to find
funding. “We're hoping Apple takes notice,” he says. It returned to what
we want to transfer to everybody, that is, these animals need human
says, “and that makes a computer a welcome distraction.”
7
Text A Apes to Get iPads
Passage
4
The apes use free, or inexpensive drawing programs such as Doodle
Passage
1
It started as a joke. On 1 April 2011, British newspaper The Sun ran a
story claiming that an experiment to entertain captive apes using iPads had
Buddy, music app Magic Piano, and simple games like Koi Pond. The
商务英语综合教程第一册unit 4 Trade and Internet[精]
Integration of online and conventional marketing
“… launch early this year will be supported by an $18 million yearlong marketing campaign.
The company decided to kick off its campaign using non-traditional viral marketing channels, launching the zero movement on the streets via a series of posters, coasters and chalk drawings and a website …
III．Think about different ways to do business via internet.
Basic Marketing Concepts
• Marketing: The strategies and actions firms take to establish a relationship with a consumer and encourage purchases of products and services
• Research – Return on Investment – Real-time tracking
Integration of online and conventional marketing
• There needs to be ONE message going out on all facets of marketing • There needs to be ONE look across all communication • Convention marketing should direct to on-line marketing resources • On-line marketing should point to ways to see and receive conventional collateral
商务英语综合教程1_Unit4_PPT
Warm-up
Background
Detailed Reading
TEXT I
And in any recession, there are always people that benefit from recession － people involved in oil, people involved in other parts of the world, maybe people who've got investments in other part of the world. They still, still have their money. － I find that across the board, really, what you find is that even in times of recession, and a slower market, people still want to have something of great quality. So if you are really only gonna be able to buy one thing, I find that people really want it to be the best thing that they can buy, whether it's an Hermes silk tie or whether it's a Bugatti Veyron. － So if you buy this car, do you throw in an extra scarf, you know, to throw in an Hermes scarf or anything?
商务英语综合教程(上册)Unit 4 Multinational Corporations68页PPT
Text
Unit 4 Multinational Corporations
10 Like most business organizations, MNEs are formed for profit. There is little doubt that the profit goal represents the basic need of the MNEs’ shareholders. It is also the need of all groups interested in the continued survival of the MNE. Yet this interest in the continued survival of the MNE expressed a second basic need – need of security.
Text
Unit 4 Multinational Corporations
2 In the early decades following World War II, the
most obvious phenomenon was the change in emphasis from exporting to local assembly or manufacture. Before World War II there were already a number of companies which would be described as multinationals, in the sense that they manufactured in different parts of the world. They were, however, comparatively small in number and scale. The first step in the internationalization of business after the War was simply a very rapid growth in fairly traditional terms, in the sense that more and more companies in one developed country set up their own, or bought over existing, manufacturing facilities in other countries.
外研社2023Unit_4_新标准商务英语综合教程1教师用书
Unit 4: PayThis unit looks at pay, specifically executive pay. A topical question is whether top managers and directors deserve the lavish pay packages they are awarded. This is a particularly relevant issue since the gap between executives‘ pay and that of factory-floor workers has widened in rich countries over the past two decades. The late 1990s saw a trend, particularly in the USA, towards rewarding executives with stock options and other performance-related bonuses. This has become even more controversial since some top executives continue to receive huge rewards despite poor efforts and poor results. This has enraged shareholders in Britain and the USA, who have begun to revolt against excessive executive pay packages. For example, shareholders of the pharmaceutical company GlaxoSmithKline have recently failed to approve the proposed remuneration package for the CEO. Companies are now exploring new ways to motivate their top staff. Some argue that offering employees stock options makes no sense because this only contributes to short-term thinking. Moreover, stock options are often only available to top management in a company, and are only one way of motivating a workforce. Another approach to motivating staff to stay with a company is to offer a range of flexible benefits (including extra holiday, inexpensive insurance and car leasing), which firms such as KPMG, Cadbury and Cable & Wireless have introduced.Warming up1Fat cats, pay packages, pension, golden parachute, severance deal, compensation committees2Ask Ss if they know anyone in business who is a millionaire. Then ask Ss to listen to two millionaires speaking and complete the table.ScriptsBrad JeffersonYeah, I guess you could call me successful. I mean I drive a BMW 740 and my home is worth about $4m. Not bad for a guy who‘s just 35 years old. I knew what I wanted right from the start and stayed focused until I got it. When I first started with the company, I worked on average 80 hours a week. When I became CEO, last year, I slowed down a bit to between 60 and 80 hours. You see, this is a work- and wealth-obsessed culture ... we think work 24/7—24 hours a day, 7 days a week. It‘s normal. (laughs) I think it‘s worth it—after all I earn around $3 million in salary a year plus bonuses, so I can‘t complain. Anne Lee ChangI‘ve been living in the valley for three years now. I came here to take up a post of senior manager at a software company. I was tempted by the fabulous pay deal, you know, the $3m, ‗c ouldn‘t say no‘, deal. You know, the challenge of being a woman, an Asian-American and all that, and also I love my job, my lifestyle, my jaguar sports car. I knew it would mean an average of 60 or so hours a week when I accepted the job—on a good week that is, but I‘m young, I‘m 32, so I can take it. The downside, of course, is you have to sacrifice your personal life. There are 43 million single women in ‗the valley‘ and around 36 million single men.Task 3total compensation, pension fund, perk, shares, restricted stock Understanding the textAsk Ss what they know about GlaxoSmithKline (multinational pharmaceutical company; it is the result of a number of mergers between large pharmaceutical firms). Then ask the Ss to read the text and discuss the question. Encourage Ss to give reasons for their views. Ask Ss to read the text again and answer questions 1–5. First, refer Ss to the glossary box. After checking Ss‘ answers, ask how they would have voted as GSK shareholders.1Suggested answersThis means some CEOs receiving high salary and bonus but are not performing well. A failure should not be rewarded.21B 2B 3C 4B 5A3The author thinks there should be more fuss from the stakeholders because:1high pay package leaves the company in a sort of legal limbo2high pay package leaves boardrooms everywhere in a difficult position.3many chief executives are living quite a different set of rules from everyone else4 a generous advance promise to reward failure is no way to encourage success4Suggested answersYes, because CEOs are taking more responsibilities as well as risks on running the company. / No, some top executives‘ capabilities do not match their performance; they just work for their own interests. (open question)Language work1Point out that the words in the box at the top are taken from the text. Ask Ss to replace the words in italics in the sentences with words with a similar meaning from the box. Encourage Ss to note down new vocabulary with synonyms and related words to build their vocabulary.1 criticism2 bonus3 reject4 legal action5 advise6 pension7 compensation8 make a fuss2Ss are now going to focus on multi-part verbs taken from the text then broaden out to other multi-part verbs. Ask Ss to look at the verbs in the list. Do they know what they mean? Check Ss are confident with the types and usage of multi-part verbs. (See Language focus below.) Then ask Ss to use the verbs to complete the sentences. To consolidate their understanding, you may wish to ask Ss to make their own sentences using the verbs.1 bought up2step down3call off (Type 2—needs an object)4call on (Type 2—needs an object)5look after (Type 2—needs an object)6broke down7go under (= fail / go bankrupt)8get ahead9set up (Type 2—needs an object)10pointed out (Type 2—needs an object)Language focus: Multi-part verbsMulti-part verbs are divided into two types.Type 1: without an object (intransitive)The CEO gets a good pay package even if the company goes under.Type 2: with an object (transitive)We need to set up a fair and transparent pay system.Some Type 2 verbs are separable (i.e. if a pronoun is used, this may be separated from the verb).We need to set it up as soon as possible.Other Type 2 verbs are inseparable.It is better for Ss to learn vocabulary items in context rather than worry about types of multi-word verbs and the potentially difficult language used to talk about them.Point out that multi-part verbs (sometimes called phrasal and prepositional verbs) tend to be less formal than equivalents with a Latin origin, e.g.set up (informal) establish (formal)31 up2 off3 out4 in5 out41 D2 D3 A4 C5 D51The board of a pharmaceutical company, GlaxoSmithKline, is facing a sharp mood change.2Not until now has the message that shareholders are discontent with large executive pay packages and poor corporate performance become so clear.3It took quite some time for the company to understand shareholders‘ anger.4However, a big promise ahead to give rewards even to failure will never lead to success.5There‘s no open job vacancy and positions are filled silently without questions from the board search committees.61多年来，股东们一直接受“肥猫”老板支付自己或多或少他们想要的薪酬。