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1、Unit6VisionsofBusiness1Thisunitislikeacollectionofrouteplansofbusinesssuccesses.Itpresentsstoriesofsomepeoplewellknownfortheirgloriousachievementsintheirrespectiveareas.Italsoprovidessomebasicknowledgeaboutbusinessorganizationsandbusinessplanning.listeningtothesesuccessstoriesnotonlyhelpsstudentslea
2、rntheEnglishlanguagebutalsohelpsthemlearnabouttheworld.2PartIGettingreadyB Listen to an economics report about businessorganizations.Completethefollowingchart.3PartIBScale刻度，大小，等级Proprietorprprat(r)n.所有人；业主；老板所有人；业主；老板IndividualProprietor个体所有者个体所有者Dividenddvdendn.股息；红利；被除数；彩金；回报股息；红利；被除数；彩金；回报Boardo
3、fdirectorsPartnern.伙伴；搭档；伴侣；合伙人伙伴；搭档；伴侣；合伙人Partnershipn.合伙人身份；合股；合伙经营合伙人身份；合股；合伙经营Liabilitylabltin.责任；债务；倾向；可能性；不利因素责任；债务；倾向；可能性；不利因素Cooperationn.合作；协作合作；协作Nonprofit4KeystoBIndividualpropertypartnershipcooperationscalesmallsmallbigownershipTheproprietorownsallthepropertyofthebusinessTwoormorepeopleg
4、ointobusinesstogetherinvestorsownstock,ashareoftheownershipresponsibilityTheproprietorisresponsibleforthebusinessLimitedpartnershavelimitedresponsibilities;fullpartnershavefullresponsibilitiesAboardofdirectorscontrolsthecooperatepoliciesandappointstopofficerslifetimelimitedlimitedUnlimited5Tapescrip
5、tofBBusinessesarestructuredtomeetdifferentneeds.Onebasicdifferenceinvolveswhoisresponsibleforthebusiness.Anotherinvolveshowlongtheorganizationstayinbusiness.Thesimplestformofbusinessiscalledanindividualproprietorship.ThewordproprietorcomesfromFrenchandLatinwordsforpropertyowner.Theproprietorownsallt
6、hepropertyofthebusinessandisresponsibleforit.Thelawrecognizesnodifferencebetweentheownerandthebusiness.MostsmallbusinessesintheUnitedStatesareindividualproprietorships.Anotherkindofbusinessisthepartnership.Twoormorepeoplegointobusinesstogether.Anagreementisusuallyneededtostatehowmuchofthepartnership
7、eachpersoncontrols.Theycanendthepartnershipatanytime.Butpartnershipsandindividualproprietorshipshavealimitedlife.Theyexitonlyaslongastheownersarealive.6Somestatespermitwhatarecalledlimitedliabilitypartnerships.Thesehavefullpartnersandlimitedpartners.Limitedpartnersmaynotshareasmuchintheprofits.Butth
8、eirresponsibilitiestotheorganizationarealsolimited.Themostcomplexisthecorporation.Thiskindofbusinessorganizationdesignedtohaveanunlimitedlifetime.Investorsinacorporationownstock.Thisisashareoftheownership.Investorscantradetheirsharesorkeepthemaslongasthecompanyisinbusiness.Investorsmaygetpaiddividen
9、ds,asmallamountofmoneyforeachsharetheyown.Aboardofdirectorscontrolsthecorporatepolicies.Thedirectorsappointtopcompanyofficers.Thedirectorsmightormightnotholdanysharesinthecorporation.Notallcorporationsaretraditionalbusinessesthatsellstock.TheAmericanRedCross,forexample,isorganizedasanon-profitcorpor
10、ation.7PartIIMichaelDellVs.FrederickSmith(I)Bands乐队Buildtoorderrevolution订单革命Middlemann.中人；经纪人；中间转手人中人；经纪人；中间转手人Efficacyefksin.功效功效Nutsandboltsn.具体细节；基本要点，最基础的部分具体细节；基本要点，最基础的部分Fromthegroundupadv.从头开始；从头开始；完全地，彻底地完全地，彻底地Tenuredadj.享有终身职位的享有终身职位的Homegrownadj.自产的；本土产的自产的；本土产的Handsonadj亲自动手亲自动手8PartIIA
11、MichaelDell:MichaelDelservesasChairmanandCEOofDellComputerCorporation.HeisthelongesttenuredCEOinthewholecomputerindustry.Byusinghisinnovativedirecttoconsumermarketingapproachandbypioneeringtheindustrysfirstserviceandsupportprogramsthebuildtoorderrevolution.DellComputerCorporationhassuccessfullyelimi
12、natedthemiddlemanandestablisheditselfasoneofthetopvendorsofpersonalcomputersworldwide.9FrederickSmith:FrederickSmithisChairman.PresidentandCEOofFederalExpressCorporation,orFedEx.aglobalprovideroftransportation,ecommerceandsupplychainmanagementservices.Butwhenhefirstcameupwiththeideaofovernightdelive
13、ryservice,nobodyseemedtobeinterestedinit.Andnowwithitsjustintimedeliverysystem,SmithhasmadeFedExamultibilliondollarindustry.FedExusedtoprovidemainlywaterandairdelivery,butnowitsmakingabigpushintothegrounddeliverybusiness10KeystoBB.Listenagainandanswerthequestion.WhatdoesMichaelwantfromFred?Fredmusts
14、taycompetitiveinthefollowingaspects:1)thequalityofservice2)thebreadthofthenetwork3)theuniqueservicesneeded4)thecost11Tapescript:JeffGreenfield:Thankyou.Oklook,itsnotallthatunusualtodreamupabusinessideawhileyoureincollege.Youknow,youbookthebandsfortheparties,youdeliverpizzastothedorm.Ok,dreamingupane
15、wmultibilliondollarindustryfromthegroundup,thisisalittlelessusual.Butitissomethingbothofourguestsaccomplishedevenifnoteveryonerealizeditatthetime.WhenFredSmithwroteatermpaperoutlininghisideaforanovernightdeliveryservice,histeachergavehimaCminus.HeoffandwentontocreateFederalExpress.Wellbetalkingabout
16、thatandothermatterswithFredSmith,theChairman,PresidentandCEOofFedExCorporation,alittlelaterintheprogram.ButfirstMichaelDell,whodroppedoutofcollegeafterayearstartthebusiness,hestillheads.AsChairmanandCEOofDellComputer,MichaelDellhappenstobethelongesttenuredCEOintheentirecomputerindustry.Hesalsotheman
17、solelyresponsibleforcreatingthedirecttoconsumermodelthatsparkedthewholebuildtoorderrevolution.MichaelDellsaimistoeliminatethemiddleman,ahomegrownphilosophythatcarriesoverintohishandsonmanagementstyle.12Beforewegetintothespecificconversations,Iwanttoknowsomethingbecausethetwoofyouhavearelationshiptha
18、tcustomers-like.CouldyouexistwithoutacompanylikeFredSmithstosupplyyourstuff?Coulditworkifyoudidnthaveajust-in-timedeliverysystemtogetyouyourpartsforyourcomputersMichaelDell:Inourcase,no.Imean,youknow,wecouldntexistwithoutFedEx,andIdontthinkFedExcouldexistwithoutourdistributing.Wearesortofmutuallyco-
19、dependenthere.FrederickSmith:Thatsabsolutelyright.Michaelunderstandsthathisefficacywithhiscustomersdependsondeliveringexactlyashestoldhiscustomerthathesgongtodeliverplushisproductionisjustintinsoallthosepartsandpiecesfromallovertheworldgottatocometogetheratthesametime.Nowhemayhavetoforhisownresonsus
20、ebrandX,butclearlythebestchoiceisFedEx.13TapescriptGreenfield:Nowyougoout,youremakingabigpushintothegrounddeliverybusinessaswell.Right?Smith:Sure.Greenfield:Michael,whatwouldyouwantfromhimasaCEOandfounderofDell,tomakeitmoretemptingforyou?Dell:Well,itsprettystraightforward.Imean,youknow,yougottabecom
21、petitive,youvegottodeliveronthethingsthatareimportanttous,whichmeansthequalityofservice,thebreadthofthenetwork,the.youknow,uniqueservicesthatweneed.Forexample,wehavealotofthingsgoingonwithairliftoutofAsia,comingintheUS,andtheirnetworkisparticularlywellsuitedforthis.Andofcourse,theygottabecostcompeti
22、tive.Youputallthattogetherandthatsthesortofdiscussionwehave,theresnotalotofrealsciencetoit,Imean.itsprettybasicnutsandbolts.Hereswhatweneed,youknow,andhereweneedtostaycompetitive.Greenfield:Doyouhaveashot?Smith:No,IlltellyouIvebeenlisteningtothewholelotofit,andusuallyImdoingeverythinghewantsustodo.I
23、cantellyouthatmuch.14PartIIIMichaelDellvs.FrederickSmith(II)Suckout吸出吸出Depreciatedpriietv.贬值；降价；轻视贬值；降价；轻视Customizekstmazvt.定制；定制；计计用户化用户化Innovatenvetv.改革；创新改革；创新Supplychain供应链供应链Informationflow信息流信息流Assetn.资产；优点；有用的东西资产；优点；有用的东西Commissionn.佣金；委员会；委托；佣金；委员会；委托；Academicrealm学术领域学术领域Logisticsldstksn.物
24、流；后勤学；运筹学物流；后勤学；运筹学Fulcrumflkrmn.（杠杆的）支点；支柱；最重要的部分（杠杆的）支点；支柱；最重要的部分Servern.服务器；侍者；辅祭者服务器；侍者；辅祭者15PartIIIMichaelDellvs.FrederickSmith(II)KeysMichaelDellEfficientinformationsystemscan1)takeoutalltheunnecessarycostsoftransactionandprocessingandhelpfindmoreapplicableproductsorservices;2)shrinkthedistanc
25、ebetweenthesourceofdemandandthesourceofsupply.AGreatpartoftheeconomywillworkon“supplychain”because1)About40%ofbusinessestodayareoperatedonafastcyclebasis.soyoullhaveaworldofchoice;2)Almosteverythingcanbepresentedtoyouonacomputerandyoucancustomizealmostanything;3)Youcanhaveitdeliveredveryrapidly.Fred
26、erickSmith16KeystoBBListenagain.WhataretheCEOsanswerstothestudentsquestion?Question:Whatkeepsyougoingandwhathaveyoulefttoaccomplish?Motivation:Theopportunityintheindustry,inthebusinessAmbitions1:Tobealeadernotonlyinclientcomputing,butalsointheenterpriseandserversandstorage2:TodobusinessnotjustintheU
27、nitedStatesbutallovertheworld3:Toaddalotofservicesthatgoalongwiththeproducts17KeystoBPositiveattitudetowardsfuture:BeingtrulyexcitedaboutthecompanysfuturePositiveattitudetowardswork:EnjoygoingtoworkeverydayLovetocompeteLovetoinnovateLovetoworkwithalotofwonderfulpeopleandsitrightinthemiddleofalotofve
28、ryexcitingbusinesstrends18TapescriptGreenfield:Letmeturnnowtothefirstthemewewanttotalkabout,andthatthisbuild-to-orderrevolution.Doesitchangeeverything?Dell:Youknow,Ithinkfirstofall,yougottalookatthesupplychain.Basically,whatefficientinformationflowsdoisthey,youknow,theysortoftakeoutallthesecostsoftr
29、ansactionandprocessingthatsortof,youknow,addtotheultimatecostofbuyingsomething.Andifyouviewinformationasthiskindoflikevacuumthatsucksoutthatunnecessarycost,therearecertainproductsorserviceswherethisisfarmoreapplicable.Youknowthingsthathaveveryhighmarkups,thingsthatdepreciateinvalueatanincrediblerate
30、.Greenfield:Whatsanexample?Dell:Takethecarindustryforexample.Ok?Notnecessarilyfitinsmallpackagesyet,butyouknowwhenyougotobuyacar,youtypicalgotoaplacewherethereslotsofcarsandsomebodyguessedwhatkindofcar,youknow,youweregoingtobuy.19Dell:And,youknowthatstherestensofbillionsofdollarsinassetstiedupinthos
31、eguessesandwhatusuallyhappensisyouendupbuying,notthecarexactlythatyouwantedbutthecartheyhappenedtohave.Andthenthesignalgoesbacktothefactorythatthatcarthatyoujustbought,youknow,issellingreallywell,soletsbuildsomemore.Andthepersonwhosoldittoyougetsacommissionforsellingyousomethingthatyoudidntquiteexac
32、tlywanttobuy.Andsoyougotcapitaltiedup,yougotcoststiedup,andwhatinformationsystemscandoisessentiallyshrinkthedistancebetweenthesourceofdemandandthesourceofsupply.20Smith:Theresalotofworkthatsbeendoneintheacademicrealmaboutthisissuesupplychainthatyourejusttalkingabout.ThelatestfigurethatIveseenwhichwa
33、sdonebyoneoftheschoolsintheMidwestthathasagoodtransportationandlogisticspractices.Andabout40percentofbusinessestodayareoperatedonafastcyclebasisthatMichaelandWal-Martandsoforthpioneered.Nowtherescertaintypesofitemsthatareverylowintermsofunitcostslikegroceriesorgasolineyouputinyourcar,orcommoditiesof
34、onesortoranotherorwhereformandfitmaymeetmakethecustomerswannagolookatitpersonallylikeputtingonacoatorsomething.ButIthinkotherthanthat,almosteverythingwillbepresentedtoyouonacomputerandyoullhaveaworldofchoiceandyoucancustomizeitandhaveitthereveryrapidly.Foracar,itmightbefourdays;foraDellcomputer,itmi
35、ghtbeovernight,orifyouwanttoshortenthedelivery,threedaysorwhatever.ButIthinkagreatpartoftheeconomywillworkthatway.Greenfield:Itsnowtimeforthenextgenerationofbusinessleaders,wehope,toasktheirquestionsofourguests.Pleasebesuretotellusyournameandthenyourquestions.Sir.21Munan:Ok,goodafternoon.MynameisMun
36、an.Imjustcuriouswhatkeepsyouguysgoingandpersonallywhatyouguyshavelefttoaccomplish?Dell:Youknow,whatkeepsmegoingagainistheopportunitythatIseeinourindustryinourbusiness.Youknow,thisisabusinessthatcontinuestogrow,theITindustryisrightatthefulcrumoftheeconomy.Theindustryisexpandingaroundtheworld.Wewantto
37、bealeadernotonlyinclientcomputing,butalsointheenterpriseandserversandstorage.AndwewanttodoitnotjustintheUnitedStates,butallovertheworld.Andwewanttoaddalotoftheservicesthatgoalongwiththoseproducts,sowehave,wethinkagreatstart,butwethinkthereistremendousopportunitygoingforward.Smith:Well,Imtrulyexcited
38、aboutmycompanysfuture.Ilovegoingtoworkeveryday,itsgreatfun.Ilovetocompete,Ilovetotrytoinnovate,comeupwithanewidea.Workwithalotofwonderfulpeopleandsitrightinthemiddleofalotofvery,veryexcitingbusinesstrends,andIcantthinkofanythingIdratherbedoing.22PartIVMoreaboutthetopic:TheBusinessPlanListentotheWome
39、ninBusinessreport.Writedownthekeypoints.Thencompletethesummarybelow.Summary:Oneofthemostfundamentalstepstowardasuccessfulbusinessisthebusinessplan.Itdoesntmatterwhetheryourcompanyisalargeoneorasmallone.Whatdoesmatterishavingabusinessplantomaketheideaareality.Aplanisessential,foranybusiness.Itislikea
40、mapforyourbusinessastowhereyouregoingtogoAndabusinessplanistheverybestwaytogetstartedbecausewhenyoudobusinessplanyougofromAtoZinfiguringouteveryaspect:howmuchmoneyyouneed;howmanypeopleyoullneed;whetheryoullneedpeople.givesyouawayofpredictingwherethebusinessmaygosoyoucanpositionyourselftorespondintel
41、ligentlyandusetheleastamountofmoney.Soabusinessplanisevenmorecriticalforthosebuddingentrepreneursthatdonthavemuchmoneyforitcanhelptousethelimitedresourcesintheverybestway.23TapescriptAwomanhasagreatideaforabusiness.Shesjoinedawomensbusinessassociationandtalkedwithseveralentrepreneurs.Shewantstogetst
42、arted.Whatthenextstep?Intodayswomeninbusinessreport,SarahLongtellsusthatonofthemostfundamentalstepstowardasuccessfulbusinessisthebusinessplan.Theideaforabusinessmaybelargeorsmall.Amanufacturingplantwithlotofemployeesoraone-employeecompanybasedinthehome.Itsnotthesizeofthebusinessthatmatters.Whatdoesm
43、atteraccordingtoexpertsishavingabusinessplantomaketheideaareality.Ionlyhavemyselfandmyfull-timeofficemanagerandImhiringathirdperson.Idoabusinessplaneveryyear.BettyStehmanhasherownaccountingfirm.Alongwithafullrangeofa(countingandtaxservices,hercompanyhelpsentrepreneursdevelopbusinessplan;Shebelievesa
44、planisessentialforanybusinessincluding,ofcourse,herown.Ireviewwheremyplanwaslastyear.Imeasuremyselfagainstit.ThenIlookatwhereIwanttogo.Thatgivesmedirectionforthefullyear.IfIdonthavethatdirection,itslikegoingonatripwithoutamapandyourenotsurewhereyouregoing.Sothebusinessplantomeisessentiallyamapforyou
45、rbusinessastowhereyouregoingtogo.24EntrepreneurT.W.Fitzgeraldagreesthatabusinessplanistheverybestwaytogetstarted.WhenyoudoabusinessplanitsalmostyourguaranteethatyourbusinesswillsucceedbecauseyougofromAtoZinfiguringouteveryaspect:howmuchmoneyyouneed;howmanypeopleyoullneed;whetheryoullneedpeople.Itgiv
46、esyouawayofpredictingwherethebusinessmaygosoyoucanpositionyourselftorespondintelligentlyandusetheleastamountofmoney.Ms.Fitzgeraldsaysthatifabuddingentrepreneurdoesnthavemuchmoney,abusinessplanbecomesevenmorecriticalbyhelpingtousethelimitedresourcesintheverybestway.Shepointsoutthatabout46percentofbus
47、inessesintheUnitedStatesoperatewithoutabusinessplan.These,shesays,arethecompaniesatgreatestriskoffailing.Andinanincreasinglyglobalmarketplace,shesaysonepersonsgreatideatodaymaybetenotherpeoplesgreatideatomorrow.Thoseusingbusinessplansaremostlikelytobeatouttheircompetitors.25PartVDoyouknow.?ExerciseA
48、.Keys:Paragraph1.1)802)100Paragraph2.1)oldest2)largest3)fastest4)growing5)19196)school7)hours8)organized9)operated10)forming11)LocalParagraph3.1)developed2)shares3)materials4)produced5)profits6)owned7)business8)operate26Paragraph4.1)19742)classrooms3)programs4)55)186)27000007)85000Paragraph5.1)52)11
49、3)Volunteer4)main5)rules6)organized7)made8)sold9)economy10)money11)industry12)trade13)families14)communitiesParagraph6.1)122)143)business4)expert5)Project6)economic7)theories8)supplydemand9)corporations10)worldtradeParagraph7.1)122)143)Economics4)leaving5)completing6)continuing7)game8)jobs9)educatio
50、n10)money11)get12)earn13)need14)want15)high16)school27TapescriptAnorganizationintheUnitedStateshasbeenteachingyoungpeopleabouttheAmericanbusinesssystemforalmost80years.Nowweoperateinmorethan100othercountries.JuniorAchievementistheworldsoldest,largest,andfastestgrowingeconomiceducationalorganization.
51、Itbeganin1919inSpringfield,Massachusetts.Thegroupsfirstprogramwasforhighschoolstudentsafterschoolhours.Itsgoalwastoshowyoungpeoplehowbusinessesareorganizedandoperated.Thestudentslearnedbyformingtheirowncompanies.Localbusinesspeopleadvisedthem.First,thestudentsdevelopedaproduct.Thentheysoldsharesinth
52、eircompany.Theyusedthismoneytobuythematerialsneededtomaketheproduct.Theyproducedtheproductandsoldit.Finallytheyreturnedtheprofitstothepeoplewhoownedsharesinthecompany.TheJuniorAchievementCompanyProgramwasverysuccessful.ItcontinuestoteachyoungpeopleaboutAmericanbusinessbyhelpingthemoperatetheirowncom
53、panies.In1974.JuniorAchievementbeganteachingstudentsintheirclassroomsaboutbusiness.Today,thereareprogramsforstudentsofallagesfrom5to18.Morethan2700000AmericanstudentsareinvolvedinJuniorAchievement.Theyaretaughtbymorethan85000businessadvisorswhoarenotpaid.28JuniorAchievementhasprogramsforyoungschools
54、tudentsages5through11.Volunteerbusinessadvisorsteachthemainrulesofsuccessfulbusinesses.Theyteachhowbusinessesareorganized.Theyteachhowproductsaremadeandsold.TheyalsoteachabouttheAmericaneconomy,thesystemofmoney,industryandtrade.Andtheyteachstudentshowtheeconomyaffectstheirfamiliesandtheircommunities
55、.JuniorAchievementhasprogramsformiddleschoolstudentsages12to14.Avolunteerbusinessexpertteachesthestudentsonceaweek.OneprogramiscalledProjectBusiness.Itisabouteconomictheories.Studentslearnaboutsupplyanddemand.Theylearnaboutcorporations.Andtheylearnaboutworldtrade.29AnotherJuniorAchievementprogramfor
56、12to14-year-oldstudentsiscalledtheEconomicsofStayinginSchool.Itisforstudentswhomaybethinkingaboutleavingbeforecompletinghighschool.Thesestudentslearntheimportanceofcontinuingtheireducation.Firsttheyplayagame.Thegameshowswhatkindsofjobspeoplehave.Itshowshowmucheducationisneededforeachjob.Anditshowshowmuchmoneyeachjobpays.Thestudentslearnthatworkerswithmoreeducationgetbetterjobsandearnmoremoney.Thenthestudentslearnhowmuchmoneytheyneedtobuythethingstheywant.Theyrealizethattheyprobablywillnotearnenoughmoneyiftheydonotfinishhighschool30高端访问高端访问专访迈克尔专访迈克尔戴尔戴尔央视网消息(高端访问2008年7月28日播出):http:/
