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1、Unit One Globalization11.Lead-in2.TextA:TheEmpireStrikesBack3.TextB:DisneyThemePark23ANormalDay4MaybeyourcoatcouldhaveverywellbeenmadewithChinesecottonsewedbyThaihands,shippedacrossthePacificonaFrenchfreightercrewedbySpaniardstoShanghaiharbor.Thisinternationalexchangeisbecomingincreasinglypopular.Th
2、ereisagreateraccesstoforeigncultureintheformofmovies,music,food,clothing,andmore.Inshort,theworldhasmorechoices.5Lead-in6Lead-inAwarm-updiscussionontheprosandconsofglobalization.7Lead-inMobilephoneshavesurpassedtheiroriginaluse.-SteveJobs(February24,1955October5,2011)Globalizationchangesourwaysofcom
3、munication.Costsoftelephonecallsaswellastravelhavefallen.Communicationischeaperandeasier.8 Globalizationchangesourwaysofthinking. Globalcompetitionencouragescreativityandinnovationandkeepspricesforcommodities/servicesincheck.Lead-inKeep .in check使使.受抑制、约束受抑制、约束9Lead-in Globalizationchangesouremploym
4、ent.Outsourcing,whileitprovidesjobstoapopulationinonecountry,takesawaythosejobsfromanothercountry,leavingmanypersonswithoutopportunities.10Lead-inGlobalizationbringstradeconflicts.11Lead-inCultural Identity Withdifferentculturesaroundtheworldbeginningtointeract,ourculturalidentityischangedgraduallyt
5、hroughglobalization.12Lead-inprosandconsconvenienceworkingtogethertowardscommongoalsunemploymentpollutionanddiseasesProsConsDoesglobalizationbringmorebenefitsorharmstoourworld?1314Structural AnalysisPara. Main TopicsPara. 1-3Taking IBM as an example to give an overview of the past and present of big
6、 multinationals. Para. 4-7The benefits big multinationals obtain in the process of globalization. Para. 8-14The advantages enjoyed by big multinationals over their local rivals and the existing problems on both parts.15Part I Questions about Part IQ1. What is the main idea of part one (Para. 1-3)?In
7、 part one, the author talks about the history ofdevelopment of multinational companies and thenintroduces their latest movement, which is to expandrapidly,especiallyinthoseemergingmarkets.16Part I Questions about Part IQ2. When people talking about emerging market, what are the countries or regions
8、that they are referring to? (Para. 1)Emergingmarketsarenationswithsocialorbusinessactivityintheprocessofrapidgrowthandindustrialization.ThesevenlargestemerginganddevelopingeconomiesaretheBRICcountries(,Brazil,Russia,India and China), as well asMexico,Indonesia,andTurkey.17Q3. What is the meaning of
9、“line business” (Para. 1)?Linebusinessorlineofbusiness, isageneraltermwhich often refers to a set of one or more highlyrelatedproductswhichserviceaparticularcustomertransactionorbusinessneed.Part I Questions about Part I18Q4. What does the author mean by saying “the personal-computer business had be
10、come commoditized?” (Para. 3)?He meant that the personal-computer business hadenteredaphasethatwaslackofmeaningfuldifferentiationinthemanufacturedgoods.Commoditizedproductshave thinmarginsand aresoldonthebasisofprice,notbrand.Part I Questions about Part I19 When you want to create a climate and cult
11、ure of hyper-growth, you really need to live and breathe emerging markets. (Line 3, Para. 1)“Ifyouwanttocreateanopportunityorculturethatisconductivetotherapiddevelopmentofthecompany,youreallyneedtobreakintotheemergingmarkets.”Part I Sentence Interpretation20 noting that “Latin America now reports to
12、 Shanghai.” (Line 10, Para. 1)He pointed out that “now Shanghai has become theheadquarter for the newly created growth marketsorganization of IBM which is responsible for itsbusinessoperationsoutsideNorthAmericaandWesternEurope.”Part I Sentence Interpretation21 And it integrates those operations hor
13、izontally and globally. (Line 16, Para. 2)Withthisnewmodelofintegratedglobalentity,multinationalscanmergethoseoperationsthatareatthesamestageofproductioninthesameordifferentindustriesinaglobalperspective.Part I Sentence Interpretation22 But the assault on its services business led by a trio of India
14、n outsourcing upstarts (Line 4, Para. 3)ThethreenewlyfoundedIndiancompanieswhichprovideITsupportorsoftwareprogrammingservicetoothercompaniesseverelyattackedIBMsshareofbusinessinthisarea.Part I Sentence Interpretation23 hyper-growth (Line. 4, Para. 1) n.veryfastgrowthhyper-isoftenusedtoformadjectives
15、ornounsthatdescribesomeoneorsomethingashavingalotortoomuchofaparticularquality. example: hyper-inflationIhatedmyfather.Hewashyper-criticalandmean. Part I Words and Expressions24 entity (Line. 13, Para. 2)n.anentityissomethingthatexistsseparatelyfromotherthingsandhasaclearidentityofitsown.Inbusiness,
16、itreferstoaperson,partnership,organization,orbusinessthathasalegalandseparatelyidentifiableexistence.e.g. legal entity 法人实体法人实体 economic entity 经济实体，经济单位经济实体，经济单位 business entity 营业单位营业单位 ，企业单位，企业单位 Part I Words and Expressions25have an edge over (Line. 11, Para. 3)enjoy an advantage overe.g. Shoppi
17、ngcentersareanotherareawhereforeignersstillhaveanedgeoverlocals.Part I Words and Expressions26Q1. Whats the main idea of Part II (Para. 4-Para. 7)? Thereasonsthatattractmultinationalstoexpandintoemergingmarkets,suchas:cheaplabor,highlyskilledprofessionals, better management of intellectual-propertyt
18、heftandveryattractivepotentialcustomerthelocalgovernment.Part II Questions about Part II27Q2. Why has the local government become the most attractive customer to multinationals? Becausetheemergingmarketsgovernmentsarenowfocusingonimprovingtheirinfrastructurefacilities,whichbringsabundantopportunitie
19、sformultinationalsfromdrawingupplanstoactualbuildingofthosefacilities.Part II Questions about Part II28 As for every big multinational, winning the “war for talent” is one of the most pressing issues, especially as hot labor markets in emerging markets are causing extremely high turnover rates. (Lin
20、e 8, Para. 4)It is crucialfor multinationalsto attractmore localtalents, especially when the competition with localrivals has caused a high instability in staffemploymentofskilledprofessionals.Part II Sentence Interpretation29 IBM is not alone in pitching directly to governments for this business, r
21、elying on its established brand and on the growing pressure on emerging-country governments to deliver high-quality, value-for-money infrastructure. (Line 4, Para. 6)Withitswell-establishedreputation,IBM is not theonlymultinationalcompanyseekingcooperationwithemerging markets governments, which are
22、facingurgentneedsofprovidinghigh-qualityinfrastructurefacilities.Part II Sentence Interpretation30 go to them with a blueprint for a strategy to improve them using our technology to beat global benchmarks; this is about revolutionary not incremental changes, . (Line 5, Para. 7)Whennegotiatewithlocal
23、governmentabouthowtoimproveitskeyindustries,wecomeupwithaplanwhichinvolvesusingourmostadvancedtechnologyto compete with global standard; hence theimprovementisnotasmallstepbutahugestep.Part II Sentence Interpretation31 which since the launching of its ecomagination strategy in 2003 has bet big on a
24、boom in green technologies (Line 9, Para. 7)Since GE launched its campaign which focuses onaddressing ecological challenges in 2003, it hasexpectedtoseearapiddevelopmentinenvironmental-friendlytechnologiesinChinaandhasinvestedgreatlyinthearea.Part II Sentence Interpretation32perennial (Para. 5)adj.
25、used to describe situations that keepoccurringorthatseemtoexistallthetime;usedespeciallytodescribeproblemsordifficultiesexample: .the perennial urban problems of drugs andhomelessness.Part II Words and Expressions33cutting-edge (Para. 5)adj.inaccordwiththemostfashionableideasorstyleSynonym: up-to-da
26、teexample: cutting-edgetechnologyPart II Words and Expressions34substantial (Para. 6)adj.largeinamountordegreeSynonym: significantexample: wonbyasubstantialmarginBycarefulstrategyshenegotiatedasubstantialpayrise.Part II Words and Expressions35incremental (Para. 7)adj.usedtodescribesomethingthatincre
27、asesinvalueorworth,oftenbyaregularamountexample: Lecturersenjoysteadilyincrementalgrowthinsalary.Weareseekingcontinuous,incrementalimprovements,notgreatbreakthroughs.Part II Words and Expressions36forge (Para. 7)v.Ifonepersonorinstitutionforgesanagreementorrelationshipwithanother,theycreateitwithalo
28、tofhardwork,hopingthatitwillbestrongorlasting.努力地缔造example: The prime minister is determined to forge agoodrelationshipwiththecountrysnewleader.Theyagreedtoforgeclosereconomicties.Part II Words and Expressions37Part II Notes National Development and Reform CommissionIt is amacroeconomicmanagement ag
29、ency undertheChinese State Council, which has broadadministrativeandplanningcontrolovertheChineseeconomy.38National Development and Reform CommissionTheNDRCsfunctionsareTostudyandformulatepoliciesforeconomicandsocialdevelopmentTomaintainthebalanceofeconomicdevelopmentToguiderestructuringofChinasecon
30、omicsystem.The official website: http:/ II Notes 39Part III Questions about Part III Q1: Whats the main idea of Part III (Para. 8- Para. 14)? Comparedwiththeirlocalrivals,multinationalgiantsenjoy certain advantages in several areas, such astheirmanagementorabilitytocreatevalue.However,therearealsopr
31、oblemsexistingonbothsides.40 Q2: What is the biggest challenge facing Western multinationals? (Para. 11)It is a striking lack of executives from emergingmarkets at the top of multinationals managementteam. The overwhelming majority of their seniorranksarestillwesterners.Part III Questions about Part
32、 III41 Q3: What are the problems facing local companies in China according to the author? (Para. 14) ThestatusissueLackofskilltooperateinmoresophisticatedmarketsoverseas.Part III Questions about Part III42 A 2007 study of Chinas top 200 publicly traded companies found that the best businesses in Chi
33、na are not yet on a par with the worlds foremost ones. (Line 1, Para. 9)A 2007 study of Chinas top 200 publicly listedcompaniesshowedthateventhebestcompaniesinChinastillcannotcompetewiththeworldsleadingmultinationalgiants.Part III Sentence Interpretation43 Mr. Hout reckons that the expatriate manage
34、rs now deployed by multinationals in emerging markets are generally of a much higher quality than the “young buck or retirement-posting types” they used to send. (Line 4, Para. 10)“Theyusedtoassigneitherinexperiencednoviceorelderly managers who were about to retire toemergingmarkets,butexpatriateman
35、agersnowtheysentaregenerallyofahigherqualitythanbefore.”commentedbyMr.Hout.Part III Sentence Interpretation44on a par with (Para. 9)asgood,bad,important,etc.assb./sth.elseexample: Idontthinkhisabilityisonaparwithyours.Thecompanyslatestmodelcouldtransformtheautomaker from a niche player to somethingm
36、oreonaparwithitsGermanrivals.Part III Words and Expressions45deploy (Para. 10)v.1.Placetroopsorweaponsinbattleformation2.todistributesth.systematicallyorstrategicallyexample: The President said he had no intention ofdeployinggroundtroops.todeployonesresourcesorgenius施展聪明才智Part III Words and Expressi
37、ons46expatriate (Para. 10)n. An expatriate is someone living in a countrythatisnottheirown.v.moveawayfromonesnativecountryandadoptanewresidenceabroadexample: Thispaperdevelopsapracticalapproachfortheselectionofexpatriatemanagers.Part III Words and Expressions47at short notice (Para. 12)Uponreceiving
38、thenotice,assoonasnoticedexample: Theplansaresubjecttochangeatshortnotice.TheyhavetoleaveforFranceatshortnotice.Part III Words and Expressions48poach (Para. 13)v.huntillegallysecretly, dishonestly persuade someone from anotherorganizationtojoinexample: Many national parks set up to provide a refuge,
39、 forwildlife are regularly invaded by people poachinggame.Companiessometimespoachemployeesfromoneanother.Part III Words and Expressions49 50Structural AnalysisPara.Main TopicsPara. 1An overall introduction of the Walt Disney CompanyPara. 2-3The operation of Tokyo DisneylandPara. 4-7The process of se
40、tting up Disney Paris, problems encountered and measures takenPara. 8-13The reasons for choosing Hong Kong to build the second Disneyland in Asia and things to be considered to ensure its success51Discussion 1. What difficulties did Disneyland Paris encounter at the beginning?Exercises I. Speaking52
41、PeopleinFranceworriedtheparkwouldcontributetothedestructionofFrenchculture.Frenchfarmersblockedtransportationandentrytotheparks.Manypotentialcustomersinsteadvisitedthe1992OlympicsandWorldsFairinSpainorotherEuropeanamusementparks,becausemanyEuropeanswerewarythatpricesmightbeunexpectedlyhigh.Whatsmore
42、,theParisianclimatewastoomuchcoldertoattractmanywintervisitorstothepark.Finally,theno-alcoholpolicyintheparkdispleasedtheGermanandU.K.visitors.Exercises I. Speaking53Discussion 2. How did the company deal with the difficulties?Exercises I. Speaking54DisneyagreedtomakeFrenchthefirstlanguageinthepark.
43、ItalsoaddedsomeattractionstocatertoFrenchtastes.Inthemeantime,Disneyloweredprices,eliminateditsno-alcoholpolicy,andpromotedtheparkmoreheavilywhileputtingamoratoriumonreceiptofitsroyaltypayments.Exercises I. Speaking55Discussion 3. What motivated Disney to set up an amusement park in Hong Kong?Exerci
44、ses I. Speaking56HongKongisAsiaslargesttouristdestination,withbetterinfrastructureandhigherfamilyincomesthanmainlandChinesecities.ThegovernmentofHongKongwaseagertoattractDisneytobolsteritstouristindustry.Further,HongKongispresentlynotafamily-orienteddestination,andtheHongKonggovernmentthinksthataDis
45、neythemeparkcanchangethatcondition.Finally,itwasexpectedthatitwillcreatemorejobopportunities.DisneyalsosawitasawaytoimproveitsrelationshipandbusinessopportunitieswithChina.Exercises I. Speaking57Discussion 4. What aspects need to be considered in order to ensure the successful operation in Hong Kong
46、 Disneyland?Exercises I. Speaking58Thingsneededtobeconsideredinclude:thecostofairtransportandhotel;exitandentryvisasbetweenChinaandHongKong;competitionwithotheramusementparksinChina;thequestionofaffordability.Thejointventureisplanningtobuildsmaller,moreaffordablehotelstocatertoChinesevisitors.Exerci
47、ses I. Speaking59 Debate Instructions: Divide the whole class into teams of four students. Two of them act as the affirmative side and two as the negative side.Exercises I. Speaking60 Disney Shanghai is a big threat to Disney Hong Kong.Value-orientedproposition61 Globalization should be responsible for the widening gap between rich countries and poor countries.Policyproposition62
