Bizreading3unit2商务英语阅读3;叶兴国省公共课一等奖全国赛课获奖课件.pptx

Unit 2Text A:Going Global第1页Background跨国企业是指：经过直接投资，设置并支配国外分支机构和子企业，凭借雄厚资本和先进技术，按“全球战略”在世界范围内从事国际生产、销售或其它经营活动，获取垄断高额利润国际垄断企业.跨国企业（Transnational Corporation），又称多国企业（Multi-national Enterprise）、国际企业（International Firm）、超国家企业（Supernational Enterprise）和宇宙企业（Cosmo-corporation）第2页特征：跨国企业有三个最基本特征：（1）跨国性；（2）战略全球性和管理集中性；（3）企业内部相互联络性（经过控股、协议来到达控制）。作用：跨国企业是经济全球化产物，也是经济全球化推进者，二者相辅相成。而WTO建立，就是为了促进贸易自由化，降低以至打破各国贸易壁垒，促进货物、服务、技术等自由流动。第3页世界500强企业是美国财富排出来，最权威排名 企业名称 汉字名称 总部所在地 主要业务 营业收入/百万美元1 Exxon Mobil 埃克森美孚 美国 炼油 210,392.002 Wal-Mart Stores 沃尔玛商店 美国 零售 193,295.003 General Motors 通用汽车 美国 汽车 184,632.004 Ford Motor 福特汽车 美国 汽车 180,598.005 DaimlerChrysler 戴姆勒克莱斯勒 德国 汽车 150,069.706 Royal Dutch/Shell Group 皇家荷兰壳牌集团 荷兰/英国 炼油 149,146.007 BP 英国石油 英国 炼油 148,062.008 General Electric 通用电气 美国 电子电气 129,853.009 Mitsubishi 三菱商事 日本 多样化 126,579.4010 Toyota Motor 丰田汽车 日本 汽车 121,416.20 68 Sinopec 中国石化 中国 石油化工 45,346.00第4页企业社会责任企业社会责任（Corporate social responsibility,简称CSR）是指企业在创造利润、对股东负担法律责任同时，还要负担对员工、消费者、小区和环境责任，企业社会责任要求企业必须超越把利润作为唯一目标传统理念，强调要在生产过程中对人价值关注，强调对环境、消费者、对社会贡献。第5页八大社会责任明礼诚信科学发展可连续发展保护环境文化建设发展慈善事业保护职员健康发展科技第6页英语文章结构文章和段落在长度上有显著不一样，不过在结构上是非常相同。段落通常由一个主题句引出，接着是一系列说明主题句细节，最终是结尾句。一样，文章是由篇首段、主体段和结论段三部分组成。引言段揭示主题，正文部分对主题分点阐述，结论段对全文归纳总结。同时，不论文章还是段落都要遵照一致性和连贯性标准。能够说，文章是段落扩展,段落是文章缩影。第7页段落结构组织有以下四种方式1.演绎型(general-specific)：即段落开头先给一个General statements，之后为Specific sentences。这种段落组织模式最为常见，而且多应用于说明、解释类主题结构文章中。2.匹配型(matching)：段落发展根本为两种事物之间类比，能够是两种事物各自优缺点一一对应，也能够是先介绍完一个事物，再接着介绍另一个事物。这种结构多用于比较类主题结构文章中。3.假设真实型(hypothetical-real)：即作者先提出一个普遍认可或一些人认可主张和观点，然后进行澄清，说明自己主张和观点，或者说提出反主张或真实情况。这种组织结构常见于反驳类主题结构文章中。4.问题处理型(problem-solution)：首先陈说文章背景(situation)，在该背景下问题(problem)提出，然后给出问题处理方法(solution)或对该问题反应(response)，最终评定该方法(evaluation)。该模式惯用于科学论文和新闻报道主题结构文章中。第8页Reading for the gistScan the subtitles and answer the following questions1.what is the situation of CSR in Britain?2.what is going on in America?In Russia?In Brazil and India?3.how does China deal with CSR?4.why does the author say“NGOs can be a conduit for corporate responsibility in emerging market?5.why is CSR a figleave?第9页Notes on the texts1.And its true that Britain,especially London,has been a hive of innovation in CSR since the mid-1990s,thanks to a creative cluster of think-tanks,NGOs,consultancies and inventive bosses.因为聚集了一批含有创造力智囊图、非政府组织、咨询顾问、和富有创造力老板，英国，已经成为企业社会责任改革创新中心。第10页2.the lead on CSR could even shift from rich word to the big emerging markets,each with its own traditional and priorities.The lead:首位，最先地位。E.g.:lose the lead 丧失领先地位Priority：（工作）重点，优先E.g.：the government gave top priority to reforming the electoral system第11页3.for global companies this means that a one-size-fits-all approach to corporate responsibility may not work.对于跨国企业而言，这意味着用以不变应万变方式负担企业社会责任可能行不通。one-size-fits-all：从字面了解，其意思是“使用全部（物品）一个尺寸”，在这里指跨国企业适合用于各地分企业一套企业社会责任方案。第12页4.India has a long tradition of paternalistic philanthropy.Big-family-owned firms such Tata are particularly active in providing basic services印度含有家长式慈善行为悠久传统。Paternalistic：家长式作风Paternalism:家长主义，家长式管理或作风第13页patr(i),pater=father,fatherland 父，祖，祖国父，祖，祖国patriarch arch长家长，族长patriarchy父权制patrimony祖传遗物，遗产patricide cide 杀杀父(者)paternal 父亲，父系paternalism家长式传统paternalistic家长式paternality父亲身分，父权，父系第14页5.Chinese investment is pouring in to secure access to raw materials needed for Chinas turbocharged economy.turbocharged economy:表示中国飞速增加经济想装有涡轮增压发动机，增加势头强劲。第15页6.And as more investment flows to developed countries from Russia,China and the Middle East,this may color attitudes in Western boardrooms too.How much will sovereign wealth funds care about corporate responsibility?Color:v.影响 e.g.:you must be aware that personal feelings may color judgment.第16页sovereign wealth funds:主权财富基金所谓主权财富（Sovereign Wealth），与私人财富相对应，是指一国政府经过特定税收与预算分配、可再生自然资源收入和国际收支盈余等方式积累形成，由政府控制与支配，通常以外币形式持有公共财富。传统上，主权财富管理方式非常被动保守，对本国与国际金融市场影响也非常有限。伴随近年来主权财富得利于国际油价飙升和国际贸易扩张而急剧增加，其管理成为一个日趋主要议题。国际上最新发展趋势是成立主权财富基金（Sovereign Wealth Funds，SWFs），并设置通常独立于央行和财政部专业投资机构管理这些基金。第17页7.Companies can select from an extensive menu of standards and guidelines to remain up to scratch,on human rights and much else.There are guidelines from the ILO and the OECD,as well as standards such as ISO14001(for the environment)and SA 8000(for human rights).up to scratch:合格，符合标准，e.g.:Is her schoolwork up to scratch?第18页ILO:International Labor OrganizationOECD:Organization for Economic Cooperation and Development ISO14001：International Standard Organization SA 8000:Social Accountability 8000第19页AnswersI.1.In order to illustrate that each country takes its own traditions and priorities into consideration when developing the CSR industry.2.Because NGOs are trying to improve the living standards in poor communities,which coincides with the CSR industry in emerging markets.第20页3.Because CSR in recent years has been driven by globalization.If markets stay open,it will continue to spread.4.Foreign investors and global companies in China want to apply their ethical standards across their supply chain.Chinese companies that want to go global themselves are starting to realize that they will have to pay attention to CSR as part of their effort to gain acceptability and build their brand.第21页Translation1.伴随金砖四国（）以及其它新兴市场经济影响力和自信不停增强，发展重点方面差异一定会变得越来越主要。2.非政府组织试图提升贫困人民生活水平，企业则渴望赢得含有巨大增加潜力市场中消费者，非政府组织和企业之间存在着利益趋同现象。3.要签署加入联合国全球契约，企业只需承诺推行十大主要准则，比如提升环境保护责任意识，反对腐败，而且每年汇报一次他们取得进展。第22页GlossaryCSRThink-tankNGOSustainabilityCorporate citizenshipOne-size-fits-allPriorityThe leadPaternalistic Lobby group第23页GlossaryTurbocharged economyConvergence of interestsSustainable-developmentCollaboration MicrofinanceAccountabilityUp to scratch第24页GlossaryILOOECD ISO14001 SA 8000第25页 Text B Sony Is Not Japan 第26页SonySony Corporation or commonly referred to as Sony,is a Japanese multinational conglomerate corporation headquartered in Minato,Tokyo.Sonys principal business operations include Sony Corporation(Sony Electronics in the U.S.),Sony Pictures Entertainment,Sony Computer Entertainment,Sony Music Entertainment,Sony Ericsson,and Sony Financial.As a semiconductor maker,Sony is among the Worldwide Top 20 Semiconductor Sales Leaders第27页段落结构组织有以下四种方式1.演绎型(general-specific)：即段落开头先给一个General statements，之后为Specific sentences。这种段落组织模式最为常见，而且多应用于说明、解释类主题结构文章中。2.匹配型(matching)：段落发展根本为两种事物之间类比，能够是两种事物各自优缺点一一对应，也能够是先介绍完一个事物，再接着介绍另一个事物。这种结构多用于比较类主题结构文章中。3.假设真实型(hypothetical-real)：即作者先提出一个普遍认可或一些人认可主张和观点，然后进行澄清，说明自己主张和观点，或者说提出反主张或真实情况。这种组织结构常见于反驳类主题结构文章中。4.问题处理型(problem-solution)：首先陈说文章背景(situation)，在该背景下问题(problem)提出，然后给出问题处理方法(solution)或对该问题反应(response)，最终评定该方法(evaluation)。该模式惯用于科学论文和新闻报道主题结构文章中。第28页Reading the TextQuestions:1.Why is Sony not Japan?(para1,13)2.What kind of problem is Sony facing?(para2-11)3.What is Stringers policy to further Sonys growth?(para12)第29页Notes on the texts1.when Sony,the faltering share price jumped.连续走低股价暴涨。Faltering:在文章中形容连续低迷股价。第30页2.With a stroke,Sony joined the tiny club of Japanese companies with foreign bosses.此举一出，索尼企业便成了日企中为数不多有外国老板操控企业。Stroke：一个成功或有效行动或事情。E.g.：your idea was a stroke of genius!你主意真了不起 第31页3.Consider this：Japans recent recovery has been driven by exports,spreading hope worldwide that the economic engine of Asia is back in gear.the economic engine of Asia:亚洲经济引擎，这里指日本经济，暗示了日本经济在亚洲经济中主要地位。In gear:处于正常状态。第32页4.While Toyota is poised to conquer GM in the American market，Sony is getting trounced there by Apple in the hot digital-music-player market.正当丰田企业准备在美国市场征服通用汽车企业时，索尼企业在热门数字音乐播放器市场被苹果企业打得一败途地。Be poised to:准备行动E.g.:Combined Breweries is poised to take over British Beer Company.Trounce:将打得大败.E.g.:Wales were trounced 5-0 by Poland.第33页5.Here too Sony is odd man out.在此索尼又是个例外。Odd man out:与集体不融洽人，不合群者。此处用这个词组来表示日本多数企业已经开始盈利，而索尼仍在亏损，不在此群体之内。第34页6.the fading glory of Sonys brand name has become a Catch-22,analysts say:,it undermines the 50%price premium that it can still attach to many of its products.索尼渐隐品牌效应使企业进退两难，分析家认为，Catch-22：进退维谷，左右为难。E.g.;you cannot get a job if you havent got experience,and you cannot get experience if you havent got a job it is a catch-22.Undermine:逐步减弱或暗中破坏E.g.:Self-confidence undermined by repeated failures.第35页Under-1.下Underground 地下 underworld 下层社会 underfoot在脚下 underwrite写于之下 undersea在海底 underlay 置于之下 underline划线于之下 underside下侧，下面2.内(用于衣服)Underclothing 内衣裤 underthings女子内衣裤 undershirt 贴身内衣 underskirt 衬裙undervest贴身内衣 undrtshorts 内裤，衬裤underwear（总称）内衣 undershorts 短衬裤第36页3.不足，少Underpay付资不足 underdeveloped不发达 underproduction 生产不足 underdress 穿衣太少 underestimate 预计不足 underfed 喂太少 undermanned 人员不足 undersized 不够大underpopulated人口稀少 underwork少做工作4.副，次Underagent副代理人 underking 副王，小王 underofficer 下级官员 undersecretary 次长，副部长第37页price premiumPrice premium,or relative price,is the percentage by which a products selling price exceeds(or falls short of)a benchmark price.Marketers need to monitor price premiums as early indicators of competitive pricing strategies.Changes in price premiums can also be signs of product shortages,excess inventories,or other changes in the relationships between supply and demand.In a survey of nearly 200 senior marketing managers,54 percent responded that they found the price premium metric very useful.第38页7.the same slippage is happening worldwide;in the most famous cases,Sony failed to spot the potential of flat-panel TVs,ceding leadership to Samsung and Sharp,and fumbled the lead in digital music players to Apple.,把市场领导地位拱手让给了三星和夏普，又失手把数字音乐播放器市场领导权转交到了苹果企业手中。Spot:发掘，辨出 E.g.：spot the winner of a raceCede:(常指迫不得已地)让出，割让E.g.：The Louisiana colony was ceded to Spain in 1762.Fumble:拙笨地或担心地）探索或处理，E.g.：he fumbled the ball and then dropped it.第39页8.Thats why Sony bought into American movie and music companies,which was an early disaster until Stringer came in,slashed 9000 jobs and turned things around with megahits like“spider-man”.Buy into:花钱进入（企业或组织）E.g.：he has been trying for years to buy into the printing industry.他多年来一直想购置股权以进入印刷业。Slash:大量削减，E.g.：60%has been slashed from the average time needed.Turn around：使成功，使好转，E.g.：It is a cruel deception to pretend that you could turn around the economy in a week.mege-:异常巨大，非常主要，mega 和hit 组成复合词，表示“卖座电影”第40页mega=1.large,great 大大 2.million百万，兆百万，兆megapark特大公园 megaministry特大(政府)部门 megagame大赛 mega-association大联合 megaphone(phon 声音)扩音器 megadestruction大毁灭 megatanker超级油轮 megaversity超级大学第41页megastructure超级大厦 megacity特大城市 megafolly巨大愚昧megadeath 百万单位megabuck(俚语)百万美元megacycle 兆周megacycle兆赫(兹)megaerg 兆尔格(功和能量单位)megabar兆巴(压力单位)megaton 百万吨级(核爆炸力计算单位)mega-corporation特大企业megabusiness超巨大企业第42页AnswersI.1.because the reason explained openly by Idei why Stringer rather than Kutaragi got promoted cannot be justified.He was not told honestly why he was passed over for promotion but he agreed with the decision.第43页2.Because Sony was long seen as an entrepreneurial maverick in Japan and from early on cofounder Akio Morita saw Sony as a global company.3.cofounder Akio Morita chose the name“Sony”4.Sony s market share both at home and abroad is falling.第44页Translation1.在为数不多出类拔萃、堪称日本企业典范跨国企业中，索尼一直居于领导者地位，但这个品牌正伴随过去成功势头消退而日渐衰落，那些成功代表了电子消费品品质，从特丽珑电视到索尼随身听。第45页2.出井伸之提前一年离职决定表明企业可能比预想还要糟糕，而他定下利润恢复至10%目标更是遥不可及。3.年复一年，夸大酿成了行动迟缓大型化趋向，而且索尼企业也成了日本企业届停滞不前案例。第46页GlossaryIconic companyFaltering share priceWith a stokeTurn aroundLeading edgeProfitabilityMarket prosCofounderBeat outLose out第47页Price premiumSlip/slippageCedePass over第48页homework1.Fast reading practice within 5 minutes2.How do you look at the CSR industry in China in the near future.第49页