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1、学术英语学术英语 管理管理Corporate Strategies术英语(管理)含课后答案3Corporate StrategiesCorporate strategies are vital for the success of a business, and different businesses have different strategies. Wal-Mart amultinational retailer, Starbucks a coffee chain store, and Facebook a social networking service and website,
2、for example,have very different strategies to ensure their respective success.There is, however, something common to all successful corporatestrategies despite the seeming differences. You can find it out byyourself after reading the three stories in this unit.术英语(管理)含课后答案Unit 3Corporate StrategiesU
3、nit ContentsLead-inText A Text BText C Listening Writing Speaking术英语(管理)含课后答案Unit 3Corporate StrategiesLead-inActivity术英语(管理)含课后答案Unit 3Corporate StrategiesLead-inActivity Visit the official Wal-Mart website http:/. Scan the webpages and fill in the following table.Number of retail unitsNumber of em
4、ployeesNumber of countries that haveWal-Mart storesFiscal year2012 salesWal-Martpurpose术英语(管理)含课后答案Text A CriticalreadingandthinkingSupplementaryinformationOverviewDiscussion Languagebuilding-upSpecializedvocabularySignpostlanguageFormalEnglishWal-Marts Foreign ExpansionUnit 3Corporate Strategies术英语
5、(管理)含课后答案Unit 3Corporate StrategiesText Asupplementary information Ansoff Growth MatrixCritical reading and thinkingMichael Porters three generic strategiesMarket penetrationMarket developmentProduct developmentDiversification术英语(管理)含课后答案Unit 3Corporate StrategiesText Asupplementary information Anso
6、ff Growth Matrix Critical reading and thinking(安索夫矩阵安索夫矩阵)TheAnsoffGrowthmatrixisatoolthathelpsbusinessesdecidetheirproductandmarketgrowthstrategy.Ansoffsproduct/marketgrowthmatrixsuggeststhatabusinessattemptstogrowdependonwhetheritmarketsnew or existingproductsinnew or existing markets.术英语(管理)含课后答案
7、Unit 3Corporate StrategiesText Asupplementary information Critical reading and thinkingAnsoff growth matrix术英语(管理)含课后答案Unit 3Corporate StrategiesText Asupplementary information Market penetrationCritical reading and thinkingMarketpenetration(市场渗透市场渗透)isthenamegiventoagrowthstrategywherethebusinessfo
8、cusesonsellingexistingproductsintoexistingmarkets.e.g.Maintainorincreasethemarketshareofcurrentproducts;Restructureamaturemarketbydrivingoutcompetitors;术英语(管理)含课后答案Unit 3Corporate StrategiesText Asupplementary information Market developmentCritical reading and thinkingMarketdevelopment(市场开发市场开发)isth
9、enamegiventoagrowthstrategywherethebusinessseekstosellitsexistingproductsintonewmarkets.e.g.Exportingtheproducttoanewcountry;Newdistributionchannels;Differentpricingpoliciestoattractdifferentcustomers术英语(管理)含课后答案Unit 3Corporate StrategiesText Asupplementary information Product developmentCritical re
10、ading and thinkingProductdevelopment(产品延伸产品延伸)isthenamegiventoagrowthstrategywhereabusinessaimstointroducenewproductsintoexistingmarkets.Thisstrategymayrequirethedevelopmentofnewcompetenciesandrequiresthebusinesstodevelopmodifiedproductswhichcanappealtoexistingmarkets.术英语(管理)含课后答案Unit 3Corporate Str
11、ategiesText Asupplementary information DiversificationCritical reading and thinkingDiversification (多角化经营多角化经营)isthenamegiventothegrowthstrategywhereabusinessmarketsnewproductsinnewmarkets.术英语(管理)含课后答案Unit 3Corporate StrategiesText Asupplementary information Michael Porters three generic strategiesC
12、ritical reading and thinkingAccordingtoMichaelPorter,Harvardacademic,businessguru,strategistandauthor,thepurposeofstrategywastogainanddefendsomeformofcompetitiveadvantage.Therearethreegenericformsofcorporatestrategy.术英语(管理)含课后答案Unit 3Corporate StrategiesText Asupplementary information Michael Porter
13、s three generic strategiesCritical reading and thinkingStrategy1:CostLeadershiphavinglowercoststhananyothercompetitorenableseithersuperiorprofitsoracapacitytoofferlowerpricese.g.Ryanair,AsdaandWal-mart术英语(管理)含课后答案Unit 3Corporate StrategiesText Asupplementary information Michael Porters three generic
14、 strategiesCritical reading and thinkingStrategy2:Differentiationbeingabletooffercustomerssomethingdifferenttoanyoneelseinthemarket,aslongasitissomethingthatcustomersvalueandwillprefer术英语(管理)含课后答案Unit 3Corporate StrategiesText Asupplementary information Michael Porters three generic strategiesCritic
15、al reading and thinkingStrategy3:Focusbeingacknowledgedasaspecialistandhavingexpertiseandknowledgeofparticularcustomersoractivitiesandprocessesthatarehighlyprized术英语(管理)含课后答案Unit 3Corporate StrategiesText Asupplementary information Michael Porters three generic strategiesCritical reading and thinkin
16、g术英语(管理)含课后答案Unit 3Corporate StrategiesText AOverview General information about Wal-MartCritical reading and thinkingSamWaltonasmallstoreinBentonville,ArkansasIn1992,Wal-Martwouldbetheworldslargestretailer.Single-mindedfocusonlowprices:Ineverythingwedo,wearedrivenbyacommonmission:wesavepeoplemoneyso
17、theycanlivebetter.LocationEmployees:21millionpeopleStores4,200storesintheUS;3,600intherestoftheworldWal-Martservescustomersandmembersmorethan200milliontimesperweekatmorethan10,130retailunitsunder69differentbannersin27countries.Withfiscalyear2012salesof$443billion,Wal-Martemploys2.2millionassociatesw
18、orldwide.术英语(管理)含课后答案Unit 3Corporate StrategiesText AOverview General information about Wal-MartCritical reading and thinkingWal-Mart702SW8thStreetBentonville,Arkansas72716-8611479-273-4000http:/术英语(管理)含课后答案Unit 3Corporate StrategiesText AOverview General information about Wal-MartCritical reading a
19、nd thinkingOperations Strategy at Wal-Mart术英语(管理)含课后答案Unit 3Corporate StrategiesText AOverview General information about Wal-MartCritical reading and thinkingWal-Mart Mexico strategiesLocaladaptation/customizationInMexico:meetingthelocalconditions,hiringlocalmanagers;buildingsmallerstoresthatpeoplec
20、ouldwalkto;morefreshproduce术英语(管理)含课后答案Unit 3Corporate StrategiesText AOverview General information about Wal-MartCritical reading and thinkingWal-Mart China strategiesLocaladaptation/customizationInChina:adaptitsmerchandisingandoperationsstrategytomeshwithChineseculture,e.g.morefreshproduce;unioniz
21、ation(unionworkerscostmoretoWal-Mart!)Pluspersistence术英语(管理)含课后答案Unit 3Corporate StrategiesDiscussionText ACritical reading and thinkingAccordingtoAnsoffGrowthMatrix,whatisWal-Martsforeignexpansion?Newmarkets:Mexico,China,Germany,SouthKorea,GreatBritain(Marketdevelopment)Newproducts:freshproduce(Pro
22、ductdevelopment)e.g.meat,tortillas,liveturtles术英语(管理)含课后答案Unit 3Corporate StrategiesDiscussionText ACritical reading and thinkingOfMichaelPortersthreegenericstrategies,whichonedoesWal-Martuse?costleadership,ordifferentiation,ornichestrategiescostleadership-astrategyofeverydaylowprices-single-mindedf
23、ocusonlowprices术英语(管理)含课后答案Unit 3Corporate StrategiesDiscussionText ACritical reading and thinkingWhatarethekeysuccessfactorsofsuchastrategy?Wal-Mart.hasbuiltitssuccessonastrategyofeverydaylowprices,andhighlyefficientoperations,logistics,andinformationsystems(keysuccessfactors)thatkeepsinventorytoam
24、inimumandensuresagainstbothoverstockingandunderstocking.术英语(管理)含课后答案Unit 3Corporate StrategiesDiscussionText ACritical reading and thinkingWhydidthestrategyfailinBritain,Germany,andGreatBritain?stronglocalcompetitorsconsumerspreferhigh-qualityproducts,notasattractedbyitsdiscountstrategy术英语(管理)含课后答案U
25、nit 3Corporate StrategiesSpecialized vocabularyText A Language building-upMatch the words and phrases in Column A with the definitions in Column Bgcbefhdai术英语(管理)含课后答案Unit 3Corporate StrategiesText A Language building-upSignpost language Comparison and contrast术英语(管理)含课后答案Unit 3Corporate StrategiesT
26、ext A Language building-upSignpost language Comparison and contrastComplete the following sentences with the correct form of the words and expressions in the above box. There may be more than one correct answer.1Manyconsumersalsolackedcars,anddidnotbuyinlargevolumes_consumersintheUnitedStates_.2Afte
27、rthehugsandkissesoftheteam-members,theawardceremonywas,_,coldandflat.3Thefestivalhasbeenagreatsuccess,_lastyearwhenitrainednon-stop.4Thecostoftheseplanesis3million,_the2millionchargedbytheircompetitors.asdidincontrastunlikeasopposedto术英语(管理)含课后答案Unit 3Corporate StrategiesFormal EnglishText A Languag
28、e building-upThe following sentences are selected from Text A. Replace the underlined formal words with less formal ones.change; attractivearguedgoods术英语(管理)含课后答案Unit 3Corporate StrategiesFormal EnglishText A Language building-upThe following sentences are selected from Text A. Replace the underline
29、d formal words with less formal ones.the truth isaccepthas announced officially术英语(管理)含课后答案Unit 3Corporate StrategiesSuggested answersText A Critical reading and thinkingText A tells the Wal-Mart story to illustrate how corporate strategies adapt to local culture. The story mainly draws on the cases
30、 of Mexico and China. Now read the text and fill in the blanks in the following table.Wal-Mart general strategiesWal-Mart Mexico strategiesWal-Mart China strategieseverydaylowpriceshiringlocalmanagersdisplaying the meatuncovered,freshproduceefficient operations,logistics,andinformationsystemsbuildin
31、gsmallerstores that peoplecouldwalktounionizationmorefreshproduce术英语(管理)含课后答案Unit 3Corporate StrategiesSuggested answersText A Critical reading and thinkingDecide whether the following statements are true (T) or false (F) according to Text A.1Wal-Martavoidsoverstockingandunderstockingbysellinglow-qu
32、ality,cheapgoods.2EmployingtoomanypeopleandopeningtoomanystoresweretworeasonsthatsloweddownWal-MartsgrowthintheU.S.3Wal-MartsucceededinchangingMexicosshoppingculture.4PeopleinsomedevelopedcountriesturntheirnosesupatWal-Martsgoodsbecausetheythinksuchgoodsareofinferiorquality.5Wal-MartsexpansioninChin
33、ahasbeenasuccessfromtheverybeginning.6ChinesecustomersbehavesimilarlytoEuropeans. 7Wal-MartsalessoaredinChinabecauseitchangeditswaytosellfreshproduce.8Trust-MartwaspushedoutofbusinessbyWal-Mart.FFTTFFTF术英语(管理)含课后答案Unit 3Corporate StrategiesSuggested answersText A Language building-upComplete the fol
34、lowing sentences with the correct form of the above expressions.1playsanimportantroleindeterminingwhetheracompanyissellingnewproductsinaneworexistingmarket.2arenodoubtdependentuponculture,education,andindividualtastesamongotherfactors.3Ina,twoormore“parent”companiesagreetosharecapital,technology,hum
35、anresources,profitsandlossesforthepurposeofexecutingaparticularbusinessundertaking.4Thebenefitsofareobviousinthatforeignsupplierscanhelpcutcosts,openinganewofficeoverseascanboostrevenue,andinkingacontractwithaforeignpartnercanbringexpertiseandcontactstothebusinessatminimalcostaswell.5arechangingintr
36、oubledtimesandnowpeopleneedtocontroltheirimpulsesforshopping.6playanimportantroleinretailsalesbyattractingattentionthroughthephysicaldisplayofproducts.GrowthstrategyConsumerpreferencesjointventureinternationalexpansionShoppingbehaviorsMerchandisingstrategies术英语(管理)含课后答案Unit 3Corporate StrategiesText
37、 B Starbucks Foreign Direct InvestmentCriticalthinkingandreadingResearching术英语(管理)含课后答案Unit 2 MarketingText B Critical reading and thinkingsupplementary information Growth/Internationalization strategiesDoitononesown(organicgrowth,greenfieldinvestment)Doitwithapartner(jointventure,franchising特许经营,li
38、censing许可经营)Mergers&Acquisition(M&A)术英语(管理)含课后答案Unit 2 MarketingText B Critical reading and thinkingsupplementary information comparing licensing with franchising franchiseelicenseerelationship with parent companyclosenot so closerights to parent companys logo and trademarkyesnorepresenting parent c
39、ompanys brand and imageyesnotraining and support from parent companymorelessterritorial exclusivityyesnoinitial investmenthighlowongoing charges by parent companyroyalty over profitfrequent purchase of products术英语(管理)含课后答案Unit 3Corporate StrategiesText B Critical reading and thinkingAccordingtoMicha
40、elPortersthreegenericstrategies(costleadership,differentiation,niche),whichonedoesStarbuckadopt?Over viewOutofthethreegenericstrategies,Starbucksadoptsdifferentiation:premiumcoffee&relatedproducts;tastefullydesignedcoffeehousesettings;motivatedemployeeswhoprovidesuperiorcustomerservices(Para.1)术英语(管
41、理)含课后答案Unit 3Corporate StrategiesText B Critical reading and thinkingOver viewStarbucks corporate strategiesProducts:Customerservice:Employee:Internationalexpansion术英语(管理)含课后答案Unit 3Corporate StrategiesText B Critical reading and thinkingOver viewStarbucks international expansion Japan:whenlicensing
42、failedtogiveStarbuckssufficientcontrol,theJVmodelwasadoptedBritain:acquisitionofSeattleCoffeeOtherAsiancountries:licensing,JV,wholy-ownedsubsidiaries(Singapore,Thailand,China,etc.)MainlandEurope:JV(Switzerland)术英语(管理)含课后答案Unit 3Corporate StrategiesSuggested answersText B Critical reading and thinkin
43、gRead Text B and then fill in the table that summarizes Starbucks corporate strategies.StarbucksStrategiesProductsSellingitsownpremiumcoffee&beverages,along with a variety of pastries, coffeeaccessories, teas, and other products in atastefullydesignedcoffeehousesettingCustomerserviceProvidingsuperio
44、rcustomerserviceEmployeeEmphasizing employee hiring and trainingprogramsoffering employees stock option grants andmedicalbenefitsInternationalexpansionMaking sure overseas operations replicatetheStarbucksexperienceFranchising,jointventureswithlocalpartnersor wholly owned subsidiaries depending onloc
45、alconditions术英语(管理)含课后答案Unit 3Corporate StrategiesText C Why Facebook Won术英语(管理)含课后答案Unit 3Corporate StrategiesSuggested answersText C Compare with Facebook and try to see if it has similar features to Facebook.Emaildomainauthentication:Realrelationships:Privacysettings:Exclusiveness:Answer Key (Sug
46、gested Answers)sharesallthesefeatureswithFacebook.术英语(管理)含课后答案Unit 3Corporate StrategiesSuggested answersText C Listen to the lecture again and complete the following notes.ManagersarehiredbyanorganizationtocontroltherunningoftheoperationsofanorganizationTypes of managers:Somespecializeinparticulart
47、echnicalfunctionsSomeprefertoworkingeneralmanagementSkills of managers:SkillstoimplementthetechniquesSkillsofanalysisSkillsofdealingwithpeopleSkillsofcopingwiththeenvironmentSkillsofmanagingtheirownlimitedresources术英语(管理)含课后答案Unit 3Corporate StrategiesSuggested answersText C Complete the following s
48、entences with the correct form of the above expressions.Functions of managers:TocoordinateandintegrateToaccumulatelargequantitiesofdataTosetprioritiesTocontrolTocommunicateTomakedecisionsTosolveproblemsTounderstandtheactivitiesandtechniqueswhicharecrucialtotheirownandtheirorganizationssuccess术英语(管理)
49、含课后答案Unit 3Corporate StrategiesListening Note-takingformsListeningtasks术英语(管理)含课后答案Unit 3Corporate StrategiesListeningNote-taking forms术英语(管理)含课后答案Unit 3Corporate StrategiesListening tasksListeningListentoalectureonthenatureofamanagersjobanddecidewhatkindoflectureitisandinwhatformyoucanrecordtheinfo
50、rmation.Whatisamanagerfor?Whatdoesamanagerdo?Whatskillsdoesamanagerhavetodevelop?术英语(管理)含课后答案Unit 3Corporate StrategiesListening tasksListeningWhatisamanagerfor?Managersarehiredbyanorganizationtocontroltherunningoftheoperationsofanorganization.术英语(管理)含课后答案Unit 3Corporate StrategiesListening tasksLis
51、teningWhatdoesamanagerdo?Allmanagersneedbeabletocoordinateandintegrateaccumulatelargequantitiesofdatasetpriorities,control,communicate,makedecisions,solveproblems,understandtheactivitiesandtechniques术英语(管理)含课后答案Unit 3Corporate StrategiesListening tasksListeningWhatskillsdoesamanagerhavetodevelop?The
52、yhavetodeveloptheskillssuchas:theskillsnecessarytoimplementthosetechniquesskillsofanalysis,ofdealingwithpeople,ofcopingwiththeenvironment,ofmanagingtheirownlimitedresources.术英语(管理)含课后答案Unit 3Corporate StrategiesWriting 术英语(管理)含课后答案Unit 3Corporate StrategiesWriting taskWritingAsk Ss to go over the st
53、rategies on how to write aliterature review.术英语(管理)含课后答案Unit 3Corporate StrategiesSpeaking 术英语(管理)含课后答案Unit 3Corporate StrategiesPresentation taskSpeakingMarketingChooseacompanyanditsproductyouarefamiliarwith(YoumaychoosethecompaniesmentionedinUnit2);Identifytheadvertisingmediathecompanyhasused(e.g.
54、newspapers,magazines,directmail,YellowPages,out-of-home,television,radio,andtheInternet);Whatfocusdoesthisadputontheproduct?Isthisadaimedateveryone?Istheadvertisementsuccessfulornot?(Usestatisticstosupportyourpoint.Oryoumaycompareitwithothersuccessfuladvertisements.)Whatarethereasons?Whatcanwelearnf
55、romit?术英语(管理)含课后答案Unit 3Corporate StrategiesPresentation taskSpeakingCorporate StrategyChoosetwocompaniesinthesameindustry(e.g.Google&Baidu;Unilever&P&G)Comparetheirstrategies(e.g.genericstrategies,growth/internationalexpansionstrategies,HRstrategies,ITstrategies)Whichcorporatestrategyismoresuccessf
56、ul?Why?Whatothercompaniescantheylearnfrom?术英语(管理)含课后答案Unit 3Corporate StrategiesPresentation taskSpeakingCorporate StrategyChoosetwocompaniesinthesameindustry(e.g.Google&Baidu;Unilever&P&G)Comparetheirstrategies(e.g.genericstrategies,growth/internationalexpansionstrategies,HRstrategies,ITstrategies)
57、Whichcorporatestrategyismoresuccessful?Why?Whatothercompaniescantheylearnfrom?术英语(管理)含课后答案Unit 3Corporate StrategiesSpeakingStudent 1Student 2structure (4 points)logic (4 points)language (4 points)slide preparation (3 -points)Total术英语(管理)含课后答案Unit 3Corporate Strategies Get ready for Unit 4 AssignSsthefollowingtasks:FindoutthemainpointsofTextA;Markthespecializedvocabularyandexplainthem.Underlinethecollocationsyouthinkimportant.术英语(管理)含课后答案
