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新发展研究生英语一Unit2.text Book 1

新发展研究生英语一Unit2.text  Book 1
新发展研究生英语一Unit2.text  Book 1

Unit 2

Economic Society

The consumer isn’t a moron: she is your wife. You insult her

intelligence if you assume that a mere slogan and a few

vapid adjectives will persuade her to by anything..

消费者不是傻瓜, 她是你的妻子. 如果你认为仅凭一句

口号, 几个乏味的形容词就能使她掏腰包买任何东西的

话, 那么你就亵渎了她的智。

----David Ogilvy, American advertisement manager

There is no resting place for an enterprise in a competitive

economy.

在竞争的经济中, 没有企业休息的地方。

---Alfred P. Sloan, American businessman

Pre-reading Activities

Fill in the blanks with words you hear.

Decide how the business will operate. You should describe how the business will be managed, and the _____ (1) and organization structure that will be in place. There are three further parts that go together to make a ______________ (2) business plan:

A __________ (3) plan: it includes location, method of selling, _____________ (4), pricing and so on. You must be aware of consumer _______ (5) to make sure that your business does not become outdated or irrelevant.

An operation plan: it describes the day-to-day running of business, You should include supply sources, cost and quantities of material, _____________(6),equipment and methods of _________ (7) the service or products offered.

A financial plan, which is a master budget for the operation and includes cash flow forecast, balance _________ (8), profit and lost statement, _____________ (9) of finance and sales forecast and target.

The financial aspects of the plan are the most important and you should develop or ________ (10) financial skill to make sure this part of your plan is accurate and realistic, Don’t forget set-up costs and the money needed to see you through and initial period of low cash flow

when calculating your first year’s budget.

Good Things Come to Those Who Actively Wait

Donald Sull is a professor of management Practice in Strategic and International Management and Faculty Director of Executive Education at London business School where he designed, directs and teaches an intensive week-long “ boot-camp” to help senior executives thrive in turbulent markets.

1In Highly volatile markets, a company’s success or failure is often attributed to luck.

Turbulent markets throw out opportunities whose timing, nature and magnitude managers can neither predict nor control. The same holds true for threats. In such a competitive casino, you place your bets and hope for the best. It is better to be lucky than good.

2 For the past six years I have studied more than 20 pairs of comparable companies in

unpredictable industries such as telecommunications, airlines and enterprise software in countries such as China and Brazil. By pairing similar companies, I showed how they responded differently to the some unforeseen threats and opportunities.

3 I found the more successful companies were luckier, in the sense that time and again they

responded more effectively to unexpected shifts in regulation, technology, competition, macroeconomics or other volatile factors. Such luck is too important to leave to chance. The most successful companies exemplified “active waiting”, an approach to strategy in highly unpredictable markets that consists of anticipating and preparing for opportunities and threats that executives can neither fully predict nor control.

4 A chief executive is sometimes likened to a ship’s captain, peering into the distant horizon

and setting a course. In many markets that future is foggy and finding a clear view nearly impossible. In the telecommunications industry, for example, shifting regulations, continuous technological change, entry by non-traditional rivals such as Skype and shifts in consumer preferences throw out a steady stream of unforeseen opportunities and threats. Demands for cars in China, for example, arose from the confluence of increased disposable income, government investment in infrastructure,rising middle-class aspirations, easy credit and the demise of employer-provided housing near the workplace

5 But all opportunities are not equal. In volatile markets, companies face countless small and

mid-sized opportunities and the periodic golden opportunity--- a chance to create value disproportionate to resources invested in a short period of time. Typical golden opportunities include acquisition of NatWest; explosive demand in an emerging market such as China or India; or pioneering a new product or service such as the iPod.

6 Golden opportunities occur only when external circumstances throw open several windows

of opportunity at the same time. Consider the opportunity for middleware—software that links a company’s applications---which IBM and BEA converted into billion-dollar businesses. Several developments occurred at once: the Internet created demand for software that could get applications to talk to one another; available technology was up to the task; early leaders such as NCR and Novell were distracted by other markets and the paucity of venture capital funding prevented many start-ups chasing the same market.

7 Timing is everything in these circumstances. Had IBM and BEA entered the market a year

or two earlier, customers’ pain would have been less acute and the technology fix less developed, A few years later, new entrants flush with venture capital cash might have established a lead.

8 Managers can neither predict nor control golden opportunities. But they can prepare their

companies to capitalize on one when it arrives. The trick lies not in heroic efforts in the middle of a golden opportunity, but in the quiet actions taken during periods of relative calm between the storms.

9 Keep the priorities clear: In unpredictable markets, managers often try to hedge against

every possible contingency. by running countless experiments and launching a flurry of new initiatives. This is a big mistake. Employees and managers are overwhelmed by multiple, often conflicting, priorities. In attempting to pursue too many priorities simultaneously,executives dissipate resources and hinder co-ordination across units. Managers must exercise ruthless discipline in choosing a small number of objectives to pursue first, putting other valid concern to one side for the time being. Equally important, they must decide what to stop doing to free up time, attention and resources to make sure the truly critical objectives are met.

10 Conduct reconnaissance into the future: Prudent executives will consciously take steps

to investigate a foggy future. First, they should send out probes in a few directions to broaden the search for opportunities rather than staking everything on a single way forward. Exploratory forays include investing in or partnering with start-ups, or running small-scale experiments to test the market. Second, when conducting reconnaissance, managers must remain alert to anomalies---new information that surprises them or conflicts with expectations. In turbulent markets, a manager’s mental map quickly becomes outdated, and anomalies provide clues as to where the map is wrong.

11 Reconnaissance can be pictured as a process of probing along a wall of resistance looking for gaps. Most of the time, a company encounters hard surfaces: competitors who won’t get out of

the way, customers who don’t want to buy or technologies that won’t work. Executives should probe for gaps in the market when they find one, they should swarm it, pulling other resources in their wake.

12 Keep a reserve: During periods of relative calm, executives should build a war chest of

cash to deploy quickly when a golden opportunity emerges. This requires restraint. Spreading a company’s chips across too many probes or doubling down on too many bets at the same time leave little cash in reserve when a big opportunity comes along, To avoid this risk, senior executives should scrutinize the company’s resource allocation process, cap the number of probes, and increase investment only after explicit evaluation.

13Keep the troops battle ready: During periods of active waiting executives must push

through operational improvements—cutting costs, strengthening distribution, improving products. More efficient rivals can survive storms that drown rivals. Operation improvements during the lulls contribute to the war chest, but also build the credibility required to seize the golden opportunity. The Royal Bank of Scotland, for example, won NatWest because the Scottish bank’s track record of execution convinced the capital markets that it was the buyer most likely to make the deal work..

14 Declare the main effort: One of the greatest challenges in active waiting is deciding when to commit reserves and go for broke.

15 Periodically, executives encounter an opportunity or threat so important that it demands

the company’s full focus. Declaring it the main effort creates a sense of urgency, focuses the organization, priorities resource allocation and lays the groundwork for coordinated effort. Yet many executives say that this was the most difficult decision they ever made. Playing it safe in the short term can prove hazardous in the long term. Companies that pass on every golden opportunity will eventually find themselves eclipse by player that can both wait actively and strike decisively.

16 Leading a company into the fog of the future remains risky. By waiting actively during periods of relative calm. However, executives can increase their chances of success.

17 Fortune favors the well-prepared: In unpredictable markets, good luck is too important to

leave to chance. By actively waiting in the lulls between major opportunities and threats, managers can increase their odds of seizing the moment.

18 Keep your priorities clear to avoid dissipating energy and resources.

19 Conduct reconnaissance into the future to identify gaps in the market.

20 Keep a reserve of cash to fund major opportunities when they emerge.

21 Keep the troops battle-ready during lulls in the storm.

22 Declare that an opportunity is your company’s main effort in order to seize it faster than

rivals.

Notes

1.Skype:The software that allows users to make telephone calls over the Internet.

The Skype Group has its headquarters in Luxembourge, with offices in London, Tallinn, Tartu, Stockholm, Prague, and San Jose. Skype is the most popular voice communication serve in the world.

2.NatWest : Short for National Westminster Bank, which was a personal banking and

was established in 1968, but was acquired by The Royal Bank of Scotland in 2000.

3.IBM:Short for International Business Machines Corporation, the largest computer

company in the world. IBM started in 1911 as a producer of punch card tabulating machines . In 1953, it produced its first computer, During the 1960’s and 1970’s, IBM came to dominate the new field of mainframe and minicomputers. In 1981, IBM launched its first personal computer, called the IBM PC, which quickly became the standard.

4.BEA: A leading provider of enterprise application infrastructure software. BEA

provides a complementary best-in-class middleware portfolio that spans Java Application Servers.

5.NCR:A technology company specializing in products for the retail and financial

sectors. Its man products are point-of-sale terminals, automatic teller machines, check processing systems, barcode scanner, and business consumables. It is also one of the largest provides of IT maintenance support services.

6.Novell: A company that offers enterprise infrastructure software and services. Novell

Data systems began life in 1979 as a computer operating system manufacturer and was later incorporated in 1983 as Novell Inc. Today Novell is one of the leading providers of networking operating systems and networking solutions.

New Words

volatile a.( of trading conditions, etc.) likely to change suddenly or sharply;

unstable (指商情等) 很可能急剧波动的, 不稳定的magnitude n. (degree of ) importance 重要,重要性, 重要程度

casino n. public building or room for gambling and other amusements

赌场;娱乐场

macroeconomics n. 宏观经济学

liken v. show the resemblance between one thing and another

显示两事物的相象

confluence n. coming together, joining together 汇集, 汇合

infrastructure n. the stock of basic facilities and capital equipment needed for the

functioning of a country or area

基础设施, 基础结构

demise n. the end or failure (of an enterprise or institution)

终止, 崩溃

periodic a. occurring or appearing at (esp. regular) intervals

定期的,周期的

disproportionate a. relatively too large or too small in size, shape, or amount

过大或过小; 不成比例

middleware n. 中间设备, 中间件

paucity n. smallness of number or quantity 少量, 少许, 少数

entrant n. person or animal that enters, esp. for a race, a competition or an

examination; person who enters a profession

新参加者,(尤指比赛,竞赛或考试) ; 参加某行业的人

flush a. having a lot of(sth.), esp. money; well supplied

很多的;(尤指金钱); 充裕的

capitalize v. use (sth.) to gain some advantage从…..中获利, 利用

contingency n. event that may or may not occur; event that happens by chance

可能或可能不发生的事情; 偶发事件

flurry n. sudden burst of intense activity (一阵) 忙乱, 很乱

simultaneous a. happening or done at the same time(as sth.)

同时的,同时发生的,同时做出的~ly adv.

dissipate v. waste(time, money, etc.) foolishly 浪费(时间’金钱等)

hinder v. prevent the progress of(sb./sth.) 阻碍,妨碍

ruthless a. extremely ambitious, and at the same time having or showing no

pity for others 无情的,坚定的

reconnaissance n. (patrol, flight, etc. that carries out an ) exploration or a survey of

an area, esp. for military purposes

() 对某地区的侦察或观测(尤指为军事目的的)

prudent a. acting with or showing care and foresight; showing good

judgment 审慎的; 有先见之明的; 判断力强的

foray n. brief but vigorous attempt to be involved in a different activity

(对一新的活动,行业等)短暂而积极的改换尝试

anomaly n. one that is peculiar, irregular, abnormal, or difficult to classify;

irregularity 异常的事物; 不合规则

deploy v. bring into effective action; utilize 采取有效行动, 使用; 部署

scrutinize v. look at or examine(sth.) carefully or thoroughly

仔细或彻底检查

allocation n. action of distributing according to plan配给,分配,拨出

lull n. interval of quiet or inactivity 间歇,稍息,暂停

hazardous a. dangerous; risky 危险的, 冒险的

eclipse v. make(sb./sth.) appear dull by campare; outshine

使(某人或某事) 相形见绌. 使黯然失色

Useful Expressions

be likened to be compared to 把……比作……

convert to change into 转变

hedge against do(sth.) that will protect you from(sth.) harmful 防备

in one’s wake after 在……之后

remains alert to keep attentive to 对……保持警惕

come along happen or appear 出现,发生

Exercises

Post-reading Activities

Text Comprehension

Read the text and answer the following questions.

1.What does “active waiting” mean in the economic sense?

2.The author compare a chief executive to a ship’s captain. Why does the author use the

analogy?

3.What kind of opportunities are called “ golden opportunities”?

4.What are the typical examples mentioned in the text to indicate the importance of seizing a

“golden opportunity” ?

5.“ Golden opportunities” are periodic. When do “ golden opportunities” come along?

6.How can managers prepare their companies to take advantages of “ golden opportunities”?

7.According to the text, the particular technique of capitalizing on “ golden opportunities” lies

“not in heroic efforts in the middle of golden opportunity, but in the quiet actions taken during periods of relative calm between the storms”What do the “storms”and “heroic efforts”

refer to in the text?

8.In paragraph 13, the author states the significance of operating improvement during the

periods of “active waiting”. What is it?

9.What is one of the greatest challenges in “active waiting”? Why ?

10.What is the author’s opinion of “active waiting”?

Language Focus

V ocabulary

Part A Fill in the blanks with the words or phrases given below. Change the form where necessary.

volatile lull confluence scrutinize eclipse contingency magnitude demise allocation

anomaly disproportionate simultaneously

1.Internationally, the world economic situation can be described as “ups and downs,

complicated and _____________”.

2.Problems of urbanization are widely noted and studies, not only because of their absolute

__________ but also because of their visibility.

3.In the competitive market, we must always be prepared for every _______ in order to

survive every difficulty and crisis.

4.Younger buyers and others who have been on the leading edge of trends continue to

prefer .Japanese cars in ____________ numbers.

5.The technology of modern mass communication results from the ________ of many types

of inventions and discoveries.

6.The achievements of civilized man, although very great and remarkable, are nevertheless

very far from sufficient to __________ the works of man as a barbarian.

7.There is an interesting and unexplained _________ in tamarack (美洲落叶松) from the

northern localities in the west central part of Canada.

8.Top athletes _____________ both success and failure with their coach to extract lessons

from them, but they are never distracted from longer-term goals.

9.The development of marine resources and the protection of the marine environment should

be planned and implemented ______________ .

10.They ran to a safe place during a _________ in the storm and stayed there for the whole

night.

Part B

Choose the word or phrase that is closed in meaning to the italicized part of each sentence.

1.The play shows that Americans have an embarrassment of riches and a paucity of

spirituality and morality, focusing on the disillusionment of the American Dream.

A deficiency B. scarcity C. inadequacy D deficit

2. Putting,55, is enormously popular in Russia, presiding over a reviving economy flush with

revenue from oil and natural gas.

A. well-supplied

B. growing

C. blushful

D. overflowing

3. A lot of people gathered at the airport waiting for the famous film star, and when he arrived a flurry of excitement went round the crowd.

A. ruffle

B. burst

C. flow

D. flood

4. Economic growth has been at the core of American success: despite periodic depressions or recessions, the US economy over time has continue to grow.

A. prospective

B. persistent

C. ordinary

D. occasional

5. Moves to change the way key resources should be allocated have sparked a rise in turf battles, which could hinder the Internet’s growth as a global information infrastructure.

A. control

B. retard

C. obstruct

D. decrease

6. The results of many studies show that they dissipated a lot of money when they carried out

the so-called effective plans.

A. dispersed

B. dispelled

C. exhausted

D. wasted

7. I was now in such a state of nervous resentment that I thought it prudent to check myself at

present from further demonstrations.

A. careless

B. conscious

C. sensible

D. logical

8. The company experienced rapid commercial growth with its foray into the wholesale

market and its decision to narrow down its range of products.

A. entrance

B. raid

C. action

D. attempt

9. For more than a century, economics was largely concerned with problems others than growth,

chiefly efficient allocation at the margin.

A assignment B. assignation C. allotment D. design

10. Investment is hazardous business in the highly volatile market; even those who are in the

swim sometimes come a cropper.

A. risky

B. questioning C .partial D. wondrous

Cloze

Read the following passage carefully and choose the best word or phrase given below to fill in each blank. Change the form where necessary.

slimly integrity eliminate slightly

disproportionally loyal spending recession

lure niche hinder accessible

As 2009 shapes us up to be the most challenging year in more than a generation for luxury items, some marketers’ plans are suddenly “ out”. According to a panel at the Wharton Marketing Conference, what’s now “in” for marketing luxury in this difficult ear is pampering the wealthiest and most loyal ___________ (1) customers with everything. Some panelists said the rapidly evolving financial turmoil could ________ (2) some of their ambitious ideas. Many experts believe the economic pain of deepening __________ (3) could fall __________ (4 ) on these marketers of luxury items. But several panelists noted that the truly wealthy may cut back some on their discretionary __________ (5) but will not ____________ (6) luxury purchases altogether, suggesting that consumers are likely to see some moves aimed at selling high-end products at a(n) ___________(7) lower cost. For example, one obvious step would be to sell L’Oreal’s fragrances in smaller containers, as long as the actual product is not diluted. It can still maintain the brand ____________ (8), but the product is sold at a price point that’s more _______(9) for the consumers. Good management weathers good times and difficult times, and fashion doesn’t change. For luxury goods, the business plan places trust in the artistic vision of a designer---and hopes that will _________ (10) customers

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硕士研究生考试英语高频词汇表 [A]charge [A]指控 [B]curse [B]诅咒 [C]accuse [C]控告 [D]scold [D]责骂 [A]abandon [A]放弃 [B]desert [B]抛弃 [C]injure [C]伤害 [D]punish [D]惩罚 [A]damage [A]损害,伤害 [B]spoil [B]宠坏 [C]hurt [C]伤害 [D]harm [D]伤害 [A]sentence [A]判决 [B]tear [B]撕破 [C]wreck [C](船,飞机的)失事 [D]fatigue [D]疲劳 [A]release [A]释放 [B]relieve [B]使宽慰,减轻 [C]loosen [C]放松,松弛 [D]dismiss [D]解散,解雇,驳回 [A]grant [A]同意,准予 [B]entitle [B]授权,给...权利 [C]credit [C]相信,信任,信贷 [D]give [D]交给 [A]attraction [A]吸引力 [B]attention [B]注意 [C]arrangement [C]安排 [D]appointment [D]约会 [A]appoint [A]任命,委派 [B]order [B]整顿 [C]arrange [C]安排 [D]tidy [D]整理 [A]tip [A]给...小费 [B]offer [B]提供 [C]present [C]赠送,提出,呈现 [D]represent [D]代表 [A]equip [A]装备 [B]install [B]安装 [C]furnish [C]供应 [D]provide [D]供应,供给

考研英语(一)高频重点单词详解—2007年阅读Text 1(上)

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