1、課 文 聽 力 文 本-Un it-10-Busi ness-StrategiesUnit 10 Bus in ess StrategiesPart I Gett ing readyExercise B.Keys:1. e2.h3.d4.f5.a6.g7.b8.cTapescript:1. The level of in vestme nt rose sudde nly.2. There has bee n a steady in crease in costs over several years.3. The Research and Development budget hasstabi

2、lized over the past few years.4. At the end of the first year, sales stood at 50per cent of the prese nt level.5. The share price reached a peak before falli nga little and the n mai ntai ning the same level.6. The sudden collapse in share prices hassurprised every one.7. Sales of Product A fell sli

3、ghtly in the final quarter.8. The value of the shares has shown a steadydecli ne.Exercise C.Keys:1. The Europea n Union2. The Organization of Petroleum Exporting Coun tries3. The World Health Orga ni zatio n4. The In ter nati onal Mon etary Fund5. The North America n Free Trade Agreeme nt6. The Asso

4、ciati on of South East Asia n Nati ons7. The Uni ted Natio ns8. The Gen eral Agreeme nt on Tariffs and TradeTapescript:1. - They receive a subsidy from the EU.-Do you mean that it's funded by the Europea n Union?-Yes, that's what I was told.2. - They're a member of OPEC.-I'm sorry, b

5、ut what's OPEC?-The Organization of Petroleum ExportingCoun tries.3. - The WHO is in terested in the scheme.- Do youmea nthe World HealthOrga ni zati on?-Yes.4. - It's a decisi on by the IMF.-The IMF! Why is the In ternatio nalMon etary Fund in volved in this?5. - NAFTA was formed in 1993.-W

6、hat does NAFTA stand for?-Have n't you heard of it? It's the North America n Free Trade Agreeme nt.6. - Is Japan one of the ASEAN cou ntries?-m sorry but I don't remember what ASEAN sta nds for.-It's the Association of South East Asian Nati ons.-I don't think so.7. - The UN resol

7、uti on is being igno red.-But this is an in ter nal matter. It does n't concern the Un ited Nati ons.8. - It's part of the WTO agreeme nt.-Remi nd me what WTO sta nds for.-The World Trade Orga ni zati on.Exercise D.Keys:1.A 2.A 3.A 4.B5.BTapescript:Gary: Sam, could you review the results of

8、the survey on leisure sport ing activities aga in? We n eed to pla n out our proposal for this Friday's bus in ess meeti ng.Sam: Sure, Gary. I've summarized the results in the handout, broken down by consumer age groups and sporting activities. The survey was administered to 550 men and wome

9、n between the ages of 18 and 55 years old, and the results have been compiled in the following age groups: 18 to 26, 27 to 35, 36 to 45, and 46 to 55. According to the results, the most active group involved in sporting activities are those between 18 and 26 years old,followed by those 36 to 45 year

10、s old.Gary: Okay.Sam: As far as particular sports are concerned,Gary:Sam:Gary:people in these two groups cited joggi ng as their favorite recreational sport followed by skii ng, tennis, swimm ing, and cycli ng.And what about these groups broken down by gen der?Oh,Gary, thanks for bringing that up. a

11、ppear to be slightly more active wome n in the 18 to 26 year-old agetha nMen group, but wome n seem more active in the other three groups.Hmm. Based on what you have said, I think we should con sider target ing the 18 to 26 year-old age group more in the future. I also feel we should consider expand

12、ing our line of athletic shoes, particularly jogging and tennis footware. We also have to come up with a more appeali ng sloga n aimed at this age group.Sam: I see what you mea n. However, whe n these results are compared with the survey carried out three years ago, we can see a grow ing trend among

13、 older con sumers-those 14, I mea n 46 to 55-who are becom ing more con scious and concerned about staying fit. I believe this trend will con ti nue, so we should focus on this group in stead.Gary: I see your point. Well, let's meet aga in on Wedn esday to iron out more of the details of this pr

14、oposal.Part II SWOT an alysisOutli ne:I.I. Stre ngths 2. after-sale teamII.3. Marketi ng III.4. Opport un itiesIV.5. impressive dealer n etworkTapescript:What I ' (tike to do is to outline a SWOT an alysis of the compa ny, which we have rece ntly carried out. As I ' mure you all know, SWOT s

15、tands for strengths, weaknesses, opportunities and threats.So let ' start with the strengths. It ' appare nt that out main competitive adva ntage is our range of products. Our accounts software packages are perceived as the most user-frie ndly on the market, relatively easy to in stall, requ

16、iri ng much less trai ningtha nourcompetitors packages and representing better value for money. So, all in all we' vegot an excellent product. Our other main strength is our people-especially on the after-sales side. Our after-sales team is perceived as faster, more qualified, frie ndlier and ge

17、n erally more efficie nt than our competitors This applies both to the helpdesk and the field maintenance people.Right. Let ' sturn to the weaknesses. Although we have such a strong product, we haven ' t achieved the sort of market penetration we should have. Basically this is because our ma

18、rketing is not so effective as our competi tors ' One especially, STERLING, has a much stron ger prese nee in the market both in terms of sales and profile. We verelied too heavily on product quality, not eno ugh on promoti on. We vegot to put con siderably more effort in to our advertis ing and

19、 direct mail campaig ns.So, that brings me to the opportunities. We re clearly not tak ing the opport unity we have to dom in ate the small bus in ess user market. We could be achiev ing sig nifica ntly higher sales- I estimate fifty to sixty perce nt more. We could also be buildinga much more exten

20、sivecustomer base-this would ensure a more securefuture as well.Our main threat, of course, is STERLINGTheyvegot a much more impressive dealernetwork and their promotion is a lot more sophisticated than ours. On the other hand, we' vegot the better range of products. We should be capitaliz ing o

21、n this.Part III Dealing with growth: Market trends Exercise B.Keys:1 .2802.4403 . the full milk 4 . the skimmed milk5 . long life milk 6 . milk drinkExercise C.Keys:NotesTotal market: 280m -440mSector shareFull milk: 74% - 42%Skimmed milk: 12% - 35%Long life: 5% -13%Milk drink: 1%Over n ext 10 years

22、:Full: 40%; 2%Skimmed: level off 40%Long life: 20%Drink: 2%Tapescript:m not going to talk for long just long eno ugh to give you an overview of developme nts so that we can discuss the implicati ons. So, let's start by look ing at trends over the last ten years. On this first transparency you

23、9;ll see two pie charts the first represents the milk product market ten years ago, the second, how it looks now. There are two outsta nding features: firstly, that the total market has grown substantially from 280 million litres to 440 million litres; sec on dly, the actual sector share of the four

24、 main milk products has changed radically; the full milk sector has fallen dramatically from 74% to just 42% here on the pie chart; the skimmed milk sector has rocketed from only 12% to 35%, reflecting the weight of publicity directed towards low fat diets. The other two sectors are long life milk a

25、nd milk drinks. It's interesting to see the long life sector has risen from 5% to 13% a sig nifica nt rise con sideri ng in itial con sumer resista nee to this type of milk. And fin ally, the milk drinks have remained pretty stable, just increasing by 1%. So the two big winners of the decade are

26、 skimmed and long life milk, and the big loser, the full milk sector.Now, what's really important is the likely trends over the next ten years in these four sectors. We forecast that the full milk sector will decli ne more gradually over the n ext five years to around 40% and then fall a further

27、 2% by the end of the 10-year period; the skimmed milk sector should continue to rise steadily to 40% over the next five years and then level off around this figure for the next five years. We expect long life milk to con ti nue rising moderately so that at the end of this period this sector will re

28、present a significant 20%. Finally we project a fairly marked decline in the milk drink sector as con sumer aware ness of the sugar content of these drinks in creases.We forecast an eve ntual fall to just 2% by the end of the period.Exercise D.Keys:1. grown substantially 2. change radically 3. falle

29、 n dramatically4. rocketed 5. rise n 6. rema in ed; stable; in creas ing7. decline; gradually; fall; further 8. rise steadily; level off9. expect; continue rising moderately; represent; sig nifica nt10. projec t; fairly marked; forecas t; eve ntuallyTapescript:A: We all know that there have bee n so

30、me major cha nges in our market over the last ten years, and we can expect further cha nges over the n ext ten years. I'd like to prese nt the trends over the last ten years and also anticipate the trends we predict over the next ten years. m not going to talk for long just long eno ugh to give

31、you an overview of developments so that we can discuss the implications. Do interrupt me if you've got any questi ons or comme nts. So, let's start by look ing at trends over the last ten years. On this first transparency you'll see two pie charts the first represents the milk product ma

32、rket ten years ago, the second, how it looks now. There are two outsta nding features: firstly, that the total market has grow n substa ntially from 280 millio n litres to 440 millio n litres; sec on dly, the actual sector share of the four main milk products has changed radically; the full milk sec

33、tor has falle n dramatically from 74% to just 42% here on the pie chart; the skimmed milk sector has rocketed from only 12% to 35%, reflecting the weight of publicity directed towards low fat diets. The other two sectorsare long life milk and milk drinks. It's interesting to see that the long li

34、fe sector has risen from 5% to 13% a significant rise con sideri ng in itial con sumer resista nee to this type of milk. And fin ally, the milk drinks have remained pretty stable, just increasing by 1%. So the two big wi nners of the decade are skimmed and long life milk, and the big loser, the full

35、 milk sector.B: Excuse me, can I just ask how you account for this slow ing dow n in decli ne?A: Er . if you don ' t mind, I'll come to that in a moment. Just to complete the picture, the skimmed milk sector should continue to rise steadily to 40% over the n ext five years and the n level of

36、f around this figure for the n ext five years. We expect long life milk to continue rising moderately so that at the endof this period this sector will represent a sig nifica nt 20%. Fin ally we project a fairly marked decline in the milk drink sector as consumer awareness of the sugar content of th

37、ese drinksin creases. We forecast aneventual fall to just 2% by the end of the period. Right, now let me come back to your question: why do we expect these trends? Well, one critical factor of course .Part IV More about the topic: Safe In vest ing Exercise A.Keys:1. C 2. A 3. C 4. B 5. ATapescript:H

38、i, I'm George Boros. Have you always wan ted to in vest, but did n ' know where to get started? We're here today to present you with three basic guideli nes to smart in vest ing, for your future.Number one is to have clear goals. Decide how many years you will in vest for, and what your

39、n eeds will be in the future.Number two is to understand the range of possibilities. You 'l want a diversified portfolio: one with a mix of stocks, mutual fun ds, bonds and cash. It ' ajungle out there. Each of these products has different risks associated with them and also different potent

40、ialrewards.Understand them before you buy, so there won't be any big surprises later.Finally, number three is to have realistic expectations. As our friend Leonardo da Vinci said in the year 1500: "He who wishes to be rich in a day will be hanged in a year."Over the past several years,

41、 New York stocks have averaged 30% annual returns, but don't count on this continuing. While it's true that since the year 1900, stocks have averaged an 11% annual return, it's a roller-coaster ride with many minus years as well, so you have to stay in for the long term-you have to weath

42、er the storm-a nd not be too greedy.Well, let's get started and Happy hunting!Exercise B.Keys:1.gifts2.selli ng goods3.i nflati on4.prices5.fi nan cial6on g-term7osi ngTapescript:Investing is a way to make money with your mon ey. First, you have to earn mon ey. As a kid, you get money from allow

43、a nee, gifts, services, or from selli ng goods such as lem on ade. Try to save some, if not all of this mon ey. The n ext step is to make your money grow through in vesti ng.There are two mai n reas ons why you should in vest. The first is to stay ahead of in flati on and the second is to achieve fi

44、nancial goals. Inflation causes the in crease of prices. Whe n a Big Mac goes up from $1.20 to $1.50 or whe n gas goes up from $1.30 to $1.70 a gallon, we say that is in flati on. You n eed to make more money just to keep up with the rising cost of living.Financial goals can be separated into two ty

45、pes: short-term goals and long-term goals. The first refers to the things that you need or want now or within the year, such as a bike, a computer, or a video game. Gen erally, it takes less money to reach these short-term goals. However, Iong-term goals are expensive and requires more planning. The

46、y are things you need or want in a few years or more, for example, going to college, buying a house, and eve n start ing a bus in ess.In vesti ng is like "pla nting" mon ey. A small amo unt of money in vested will ofte n grow to a larger sum over time. You' ve heard the phrase,"Time is mon ey." With in vest ing, time also makes mon ey.Although in vest ing can make money with mon ey, the dow nside of i