课文听力文本Unit10BusinessStrategies.docx
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课文听力文本Unit10BusinessStrategies.docx
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课文听力文本Unit10BusinessStrategies
课文听力文本-Unit-10-Business-Strategies
Unit10BusinessStrategies
PartI Gettingready
ExerciseB.
Keys:
1.e2.h3.d4.f5.a6.g7.b8.c
Tapescript:
1.Thelevelofinvestmentrosesuddenly.
2.Therehasbeenasteadyincreaseincostsoverseveralyears.
3.TheResearchandDevelopmentbudgethasstabilizedoverthepastfewyears.
4.Attheendofthefirstyear,salesstoodat50percentofthepresentlevel.
5.Thesharepricereachedapeakbeforefallingalittleandthenmaintainingthesamelevel.
6.Thesuddencollapseinsharepriceshassurprisedeveryone.
7.SalesofProductAfellslightlyinthefinalquarter.
8.Thevalueoftheshareshasshownasteadydecline.
ExerciseC.
Keys:
1.TheEuropeanUnion
2.TheOrganizationofPetroleumExportingCountries
3.TheWorldHealthOrganization
4.TheInternationalMonetaryFund
5.TheNorthAmericanFreeTradeAgreement
6.TheAssociationofSouthEastAsianNations
7.TheUnitedNations
8.TheGeneralAgreementonTariffsandTrade
Tapescript:
1.-TheyreceiveasubsidyfromtheEU.
-Doyoumeanthatit'sfundedbytheEuropeanUnion?
-Yes,that'swhatIwastold.
2.-They'reamemberofOPEC.
-I'msorry,butwhat'sOPEC?
-TheOrganizationofPetroleumExportingCountries.
3.-TheWHOisinterestedinthescheme.
-DoyoumeantheWorldHealthOrganization?
-Yes.
4.-It'sadecisionbytheIMF.
-TheIMF!
WhyistheInternationalMonetaryFundinvolvedinthis?
5.-NAFTAwasformedin1993.
-WhatdoesNAFTAstandfor?
-Haven'tyouheardofit?
It'stheNorthAmericanFreeTradeAgreement.
6.-IsJapanoneoftheASEANcountries?
-I'msorrybutIdon'trememberwhatASEANstandsfor.
-It'stheAssociationofSouthEastAsianNations.
-Idon'tthinkso.
7.-TheUNresolutionisbeingignored.
-Butthisisaninternalmatter.Itdoesn'tconcerntheUnitedNations.
8.-It'spartoftheWTOagreement.
-RemindmewhatWTOstandsfor.
-TheWorldTradeOrganization.
ExerciseD.
Keys:
1.A2.A3.A4.B5.B
Tapescript:
Gary:
Sam,couldyoureviewtheresultsofthesurveyonleisuresportingactivitiesagain?
WeneedtoplanoutourproposalforthisFriday'sbusinessmeeting.
Sam:
Sure,Gary.I'vesummarizedtheresultsinthehandout,brokendownbyconsumeragegroupsandsportingactivities.Thesurveywasadministeredto550menandwomenbetweentheagesof18and55yearsold,andtheresultshavebeencompiledinthefollowingagegroups:
18to26,27to35,36to45,and46to55.Accordingtotheresults,themostactivegroupinvolvedinsportingactivitiesarethosebetween18and26yearsold,followedbythose36to45yearsold.
Gary:
Okay.
Sam:
Asfarasparticularsportsareconcerned,peopleinthesetwogroupscitedjoggingastheirfavoriterecreationalsportfollowedbyskiing,tennis,swimming,andcycling.
Gary:
Andwhataboutthesegroupsbrokendownbygender?
Sam:
Oh,Gary,thanksforbringingthatup.Menappeartobeslightlymoreactivethanwomeninthe18to26year-oldagegroup,butwomenseemmoreactiveintheotherthreegroups.
Gary:
Hmm.Basedonwhatyouhavesaid,Ithinkweshouldconsidertargetingthe18to26year-oldagegroupmoreinthefuture.Ialsofeelweshouldconsiderexpandingourlineofathleticshoes,particularlyjoggingandtennisfootware.Wealsohavetocomeupwithamoreappealingsloganaimedatthisagegroup.
Sam:
Iseewhatyoumean.However,whentheseresultsarecomparedwiththesurveycarriedoutthreeyearsago,wecanseeagrowingtrendamongolderconsumers--those14,Imean46to55--whoarebecomingmoreconsciousandconcernedaboutstayingfit.Ibelievethistrendwillcontinue,soweshouldfocusonthisgroupinstead.
Gary:
Iseeyourpoint.Well,let'smeetagainonWednesdaytoironoutmoreofthedetailsofthisproposal.
PartII SWOTanalysis
Outline:
I.
1.Strengths2.after-saleteam
II.
3.Marketing
III.
4.Opportunities
IV.
5.impressivedealernetwork
Tapescript:
WhatI’dliketodoistooutlineaSWOTanalysisofthecompany,whichwehaverecentlycarriedout.AsI’msureyouallknow,SWOTstandsforstrengths,weaknesses,opportunitiesandthreats.
Solet’sstartwiththestrengths.It’sapparentthatoutmaincompetitiveadvantageisourrangeofproducts.Ouraccountssoftwarepackagesareperceivedasthemostuser-friendlyonthemarket,relativelyeasytoinstall,requiringmuchlesstrainingthanourcompetitors’packagesandrepresentingbettervalueformoney.So,allinallwe’vegotanexcellentproduct.Ourothermainstrengthisourpeople-especiallyontheafter-salesside.Ourafter-salesteamisperceivedasfaster,morequalified,friendlierandgenerallymoreefficientthanourcompetitors’.Thisappliesbothtothehelpdeskandthefieldmaintenancepeople.
Right.Let’sturntotheweaknesses.Althoughwehavesuchastrongproduct,wehaven’tachievedthesortofmarketpenetrationweshouldhave.Basicallythisisbecauseourmarketingisnotsoeffectiveasourcompetitors’.Oneespecially,STERLING,hasamuchstrongerpresenceinthemarketbothintermsofsalesandprofile.We’vereliedtooheavilyonproductquality,notenoughonpromotion.We’vegottoputconsiderablymoreeffortintoouradvertisinganddirectmailcampaigns.
So,thatbringsmetotheopportunities.We’reclearlynottakingtheopportunitywehavetodominatethesmallbusinessusermarket.Wecouldbeachievingsignificantlyhighersales-Iestimatefiftytosixtypercentmore.Wecouldalsobebuildingamuchmoreextensivecustomerbase-thiswouldensureamoresecurefutureaswell.
Ourmainthreat,ofcourse,isSTERLING.They’vegotamuchmoreimpressivedealernetworkandtheirpromotionisalotmoresophisticatedthanours.Ontheotherhand,we’vegotthebetterrangeofproducts.Weshouldbecapitalizingonthis.
PartIII Dealingwithgrowth:
Markettrends
ExerciseB.
Keys:
1.2802.440
3.thefullmilk4.theskimmedmilk
5.longlifemilk6.milkdrink
ExerciseC.
Keys:
Notes
Totalmarket:
280m–440m
Sectorshare
Fullmilk:
74%-42%
Skimmedmilk:
12%--35%
Longlife:
5%-13%
Milkdrink:
1%
Overnext10years:
Full:
40%;2%
Skimmed:
leveloff40%
Longlife:
20%
Drink:
2%
Tapescript:
I'mnotgoingtotalkforlong—justlongenoughtogiveyouanoverviewofdevelopmentssothatwecandiscusstheimplications.So,let'sstartbylookingattrendsoverthelasttenyears.Onthisfirsttransparencyyou'llseetwopiecharts—thefirstrepresentsthemilkproductmarkettenyearsago,thesecond,howitlooksnow.Therearetwooutstandingfeatures:
firstly,thatthetotalmarkethasgrownsubstantiallyfrom280millionlitresto440millionlitres;secondly,theactualsectorshareofthefourmainmilkproductshaschangedradically;thefullmilksectorhasfallendramaticallyfrom74%tojust42%hereonthepiechart;theskimmedmilksectorhasrocketedfromonly12%to35%,reflectingtheweightofpublicitydirectedtowardslowfatdiets.Theothertwosectorsarelonglifemilkandmilkdrinks.It'sinterestingtoseethelonglifesectorhasrisenfrom5%to13%—asignificantriseconsideringinitialconsumerresistancetothistypeofmilk.Andfinally,themilkdrinkshaveremainedprettystable,justincreasingby1%.Sothetwobigwinnersofthedecadeareskimmedandlonglifemilk,andthebigloser,thefullmilksector.
Now,what'sreallyimportantisthelikelytrendsoverthenexttenyearsinthesefoursectors.Weforecastthatthefullmilksectorwilldeclinemoregraduallyoverthenextfiveyearstoaround40%andthenfallafurther2%bytheendofthe10-yearperiod;theskimmedmilksectorshouldcontinuetorisesteadilyto40%overthenextfiveyearsandthenleveloffaroundthisfigureforthenextfiveyears.Weexpectlonglifemilktocontinuerisingmoderatelysothatattheendofthisperiodthissectorwillrepresentasignificant20%.Finallyweprojectafairlymarkeddeclineinthemilkdrinksectorasconsumerawarenessofthesugarcontentofthesedrinksincreases.Weforecastaneventualfalltojust2%bytheendoftheperiod.
ExerciseD.
Keys:
1.grownsubstantially2.changeradically3.fallendramatically
4.rocketed5.risen6.remained;stable;increasing
7.decline;gradually;fall;further8.risesteadily;leveloff
9.expect;continuerisingmoderately;represent;significant
10.project;fairlymarked;forecast;eventually
Tapescript:
A:
Weallknowthattherehavebeensomemajorchangesinourmarketoverthelasttenyears,andwecanexpectfurtherchangesoverthenexttenyears.I'dliketopresentthetrendsoverthelasttenyearsandalsoanticipatethetrendswepredictoverthenexttenyears.I'mnotgoingtotalkforlong—justlongenoughtogiveyouanoverviewofdevelopmentssothatwecandiscusstheimplications.Dointerruptmeifyou'vegotanyquestionsorcomments.So,let'sstartbylookingattrendsoverthelasttenyears.Onthisfirsttransparencyyou'llseetwopiecharts—thefirstrepresentsthemilkproductmarkettenyearsago,thesecond,howitlooksnow.Therearetwooutstandingfeatures:
firstly,thatthetotalmarkethasgrownsubstantiallyfrom280millionlitresto440millionlitres;secondly,theactualsectorshareofthefourmainmilkproductshaschangedradically;thefullmilksectorhasfallendramaticallyfrom74%tojust42%—hereonthepiechart;theskimmedmilksectorhasrocketedfromonly12%to35%,reflectingtheweightofpublicitydirectedtowardslowfatdiets.Theothertwosectorsarelonglifemilkandmilkdrinks.It'sinterestingtoseethatthelonglifesectorhasrisenfrom5%
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