学习重点
1. Homework review
2. Making brands global
3. Promoting a brand
4. Oral practice
5. Business passage reading
6. Reading Test Part 4
7. Homework
I. Homework Review
As a manager in the service industry sector, I’ve looked at hundreds of CVs in my time. They are not necessarily the bland documents some bosses might think they are! They are full of little pointers towards individuals’ personalities and suitability for the job. The first thing I always look at is an applicant’s employment record. I check for continuity and stability. If somebody has a long list of previous jobs, all of varying length, alarm bells start ringing. Rather than an irregular route from job to job, what I hope to see is stable career progression. What does their career path look like is it all steps forward, or are there a lot of sideways moves? And I am always pleased to find a family person with children, because in my experience they tend to be responsible and reliable.
bland adjective
1 without any excitement, strong opinions, or special character 平淡的
ￚ同义词 dull
a few bland comments 一些平淡的评价
2 food that is bland has very little taste 味淡的
a bland diet 味淡的饮食
ￚblandly adverb
ￚblandness noun [uncountable]
sideways adverb if you are moved sideways at work, you are given a job that is different but is at the same level as your old job 工作平调
He would be moved sideways, rather than demoted. 他将会被平调，而不是被贬职。
ￚsideways adjective
a sideways glance
13. What fact does the writer hope to learn from applicants’ CVs?
A That they have experience of many different jobs.
B That their careers have developed steadily.
C The opinion their employers had of them
D Whether they are married or single.
B. 第一段指出，作者认为从某人的简历中可以看出他的个性以及他是否适合某项工作。作者首先想从简历中了解的是某位申请者的工作记录、其工作持续性和稳定性。他想看到的不是申请人不定期的跳槽纪录而是他稳定的职业历程。文中还提到有家室的人往往是负责任的、可靠的，但这只是稳定性的表现之一。
I never rely on CVs alone. We get applicants to fill in one of our own application forms. We ask why they’ve applied, what their aspirations and personal goals are, and also about their interests and hobbies and any clubs they belong to. That gives you a useful insight into their personality and lifestyle. The application form also enables us to test how much people have actually been progressing in their careers, because we ask for details of the salaries they have received for each job.
14. The writer says the application form is useful because it
A reveals something of the applicant’s character.
B gives information about the applicant’s family.
C explains what skills the applicant has for the job.
D shows how much the applicant wants to earn.
A. 文章第二段提到作者还会让 申请者填写内容翔实的申请表, 这会使我们了解到申请者的个性和生活方式 (their personality and lifestyle) 、其职业生涯的实际进展过程等;表格内容还包括他们在以前的工作中所得工资的具体情况。
It’s always worth looking at CVs and designing application forms with great care. Taking on employees might be rewarding, but it is also a big investment for any business. Mistakes in choosing staff can cost companies dear, so it makes sense to spend time ensuring you get the right person.
15. According to the writer, why are CVs and application forms so important?
A Interviewing people is an expensive process.
B They indicate whether applicant s really want the job.
C They indicate whether applicants are efficient or not.
D Employing the wrong people can be disastrous.
D. 文章第三段提到看简历并精心设计申请表，因为错误的选择职员会使公司付出惨重代价(Mistakes in choosing staff can cost companies dear)。
In the service sector, one of the aims of companies is to maintain and improve customer service, and this is achieved partly through low staff turnover. You need to take on people who understand that and will want to stay. That’s why, when you’ve taken staff on, the next thing is getting the best out of them
My management style comes from the days when I took over my first business, an ailing road haulage firm which I was certain I could turn to a profitable company. The first thing is to treat others as you’d like to be treated yourself. As soon as I took over the business, I talk to everybody individually, and looked for ways to make sure their particular skills benefited the company.
ailing adjective [usually before noun]
1 an ailing company, organization, or economy is having a lot of problems and is not successful 境况不佳的
the ailing car industry 境况不佳的汽车行业
2 formal ill and not likely to get better 衰弱的
haulage noun [uncountable] the business of carrying goods in trucks or trains for other companies 公路运输
the road haulage industry 公路运输行业
I didn’t have much experience of managing people, but above all I always tried to be fair and honest with everyone. As a result, I think the staff knew that and accepted my decisions, even if they didn’t agree with them all. Also, bosses must be able to communicate. You also need to create team spirit, and build on the strength of the team. I explained my plans for the company to all the staff, and let them all know what I needed from them. The lorry drivers responded brilliantly, and were the key to turning the business round. They understood that we had to develop a professional reputation, and from then on the days of poor quality deliveries were over.
16. One reason why the writer was successful in her first business was that
A she was used to dealing with people.
B she was open with the staff.
C the business was already doing well when she started.
D the staff agreed with all her decisions.
B. 文章第五、六段中首先谈到作者在自己的管理生涯中待人如待己，并经常和每个职员分别进行交谈，从中找到他们有益于公司的技能;他还强调老板的交流能力(communication)、团队精神以及相互理解，可见作者和职员之间是开诚布公的(open)。
Lastly, I am a great believer in profit-sharing. It takes a team to make a company work, so profits should be shared by all. Job satisfaction is important, but it doesn’t pay the rent. Shared profit and bonuses help to strengthen team spirit by giving everyone a common goal that they work towards together.
17. The writer believes profit-sharing is a good idea because
A it encourages a competitive spirit.
B everyone earns the same salary.
C everyone shares a competitive spirit.
D it creates job satisfaction.
C. 作者最后谈到他非常相信“profit sharing”。它可以使一个公司运转起来， 所以利润应当大家一起分享。文中最后一句“Shared profit and bonuses help to strengthen team spirit by giving everyone a common goal that they work towards together.”说明利润共享可以加强团队精神，使每个人都有一个共同的奋斗目标。 注意：文中虽提到"job satisfaction"， 但作者自己又否定了它，即"but it doesn’t pay the rent"。
18 Which would make the best title for this text?
A Profit-sharing as motivation
B How I turned a business round
C People the key to business success
D The importance of a well-presented CV
C. 从文章整体看，无论是作者首先谈到简历和求职申请表的问题，还是后面谈到的交流和利润共享问题， 所有这些都是以“人”为中心谈如何在这基础使公司取得成功。A、B、D做标题都有些片面。
II. Making brands global
1. Speaking.
2.
(1) Coca-Cola
(2) Software
(3) IBM
(4) Diversified
(5) Automobiles
(6) Disney
(7) Semiconductors 半导体
(8) McDonald’s
(9) Telecoms
(10) Marlboro
beverage noun [countable] formal a hot or cold drink 饮料
alcoholic beverages 含酒精的饮料
the Food and Beverage Manager 食品和饮料部经理
tobacco noun [uncountable]
1 the dried brown leaves that are smoked in cigarettes, pipes etc 烟草
2 the plant that produces these leaves 烟草植物
3. Reading.
Making brands work around the world
all-round adjective [only before noun] good at doing many different things 全面的，多面手的
an all-round athlete 全面的运动员
nutritious adjective
food that is nutritious is full of the natural substances that your body needs to stay healthy or to grow properly 有营养的
Wholemeal bread is more nutritious than white bread. 全麦面包比白面包要更有营养。
Nuts and fruit make nutritious snacks. 坚果和水果是有有营养的小吃。
physical adjective
▶REAL/SOLID◀
relating to real objects that you can touch, see, or feel 物质的，实际存在的
the physical world around us 我们所处的物质世界
the physical environment 实际存在的环境
They were kept in appalling physical conditions. 他们身处可怕的境地。 formula noun
plural formulas or formulae
1 [singular] a method or set of principles that you use to solve a problem or to make sure that something is successful (为解决问题或确保成功而使用的)方法，一套原则
We’re still searching for a peace formula. 我们正在寻找达到和平的方法。
formula for
a formula for the withdrawal of US forces from the area 一个让美国军队从这个地区撤军的办法
There is no magic formula (=a method that is certain to be successful) that will transform sorrow into happiness.
With viewing figures up a million, the programme has a winning formula.
2 [countable] a series of numbers or letters that represent a mathematical or scientific rule 方程式
the formula for calculating distance
Sugar is represented by the simple formula CHO.
3 [countable] a list of the substances used to make a medicine, fuel, drink etc, showing the amounts of each substance that should be used 配方的物质
Our products are handmade from traditional formulas. 我们产品是从传统的物质中人工提取制成的。
4 Formula One/Two/Three etc
a type of car racing, in which the different types are based on the size of the cars’ engines 一级/二级/三级方程式赛车
a Formula One car
revolve verb [intransitive and transitive]
to move around like a wheel, or to make something move around like a wheel 旋转
The wheel began to revolve. 轮子开始转起来。
The restaurant slowly revolves, giving excellent views of the city. 这家餐厅慢慢地旋转起来，可以看到城市美丽的景色。
Using graphics software, you can revolve the image on the screen. 使用制图软件，你可以将屏幕上的形象旋转。
revolve around somebody/something phrasal verb
1 [not in progressive] to have something as a main subject or purpose 以…..为主要话题或目的
Jane’s life revolves around her children. 简的生活都是围绕着他的孩子。
The argument revolved around costs. 话题的争论围绕着成本展开。
She seems to think that the world revolves around her (=that she is the only important person). 她看上去认为世界都在以她为核心。
2 to move in circles around something 绕着….旋转
The moon revolves around the Earth. 月亮绕着地球转。
revolving door noun [countable] a type of door in the entrance of a large building, which goes around and around as people go through it 旋转门
mobility noun [uncountable]
1 the ability to move easily from one job, area, or social class to another 活动性，(个人或社会集团在阶级、职业及地区之间的)流动
social mobility 社会迁移
mobility of
There is greater mobility of labour (=movement of workers) between jobs and areas. 在不同工作和地区之间劳动力流动很大。
upward/downward mobility 向上/向下流动
jobs and opportunities for upward mobility 向上流动的工作和机会
2 the ability to move easily 行动的能力
It improves the strength and mobility of joints. 这个东西可以改善关节的力量和活动能力。
The key to the army’s effectiveness is its increased mobility. 军队高效的关键就在于其不断提高的行动能力。
mobility allowance British English (=money paid to sick or disabled people to help pay for transport) 对于病人或残疾人的补助
rental noun
1 [countable usually singular, uncountable] the money that you pay to use a car, television, or other machine over a period of time 租赁费
car/television/telephone etc rental
The price includes accommodation and car rental. 这笔费用包括住宿和汽车租赁。
Video rental is usually ￡3. 录像带租赁费用通常是3磅。
line rental British English (=the money that you pay to use a telephone line) 电话线租赁
2 [uncountable and countable] an arrangement to rent something for a period of time, or the act of doing this 租赁合同
rental contract/scheme/service etc
Could you sign the rental agreement? 你能在这个租赁合同上签字吗?
3 [countable] especially American English something that you rent, especially a house or car 租赁物品
companies that provide rentals 提供租赁物品的公司
expertise noun [uncountable]
special skills or knowledge in a particular subject, that you learn by experience or training专门知识，技能
technical/financial/medical etc expertise 技术/金融/医疗专长
What he’s bringing to the company is financial expertise. 他带给公司的是他的金融专长。
trainee engineers with varying degrees of computer expertise 培训生工程师具备多层次的电脑技能
expertise in
expertise in the management of hotels 管理饭店的专长
portray verb [transitive]
1 portray somebody/something as something
to describe or show someone or something in a particular way, according to your opinion of them 描写，展示
ￚ同义词 depict
Romantic artists portrayed nature as wild and powerful.
The President likes to portray himself as a friend of working people.
2 to describe or represent something or someone 刻画，描写
ￚsynonym depict
His most famous painting portrayed the death of Nelson.
Religion was portrayed in a negative way.
3 to act the part of a character in a play, film, or television programme 扮演
ￚsynonym play
She portrays a dancer in the hit film. 她在这部畅销电影中扮演一位舞蹈演员。
portrait noun [countable]
1 a painting, drawing, or photograph of a person 画像，照片，油画
a family portrait
portrait of
the artist’s portrait of his mother
She’s been commissioned to paint Jackson’s portrait.
2 a description or representation of something 描写
portrait of
a portrait of working life in America
bring something ↔ out phrasal verb
1 to make something easier to see, taste, notice etc 使某物更容易被看到、闻到或注意到
The spices really bring out the flavour of the meat.
Fatherhood seems to have brought out the caring side of him.
2 to produce something that will be sold to the public 制造出即将销售的产品
He’s bringing out a new album next month. They’ve brought out a new perfume called ’Desire’.
3 to take something out of a place 取出，拿出
Jenny opened the cupboard and brought out a couple of bottles.
film [uncountable and countable] the thin plastic used in a camera for taking photographs or recording moving pictures 胶片
I shot five rolls of film on vacation.
record/capture/preserve something on film
The whole incident was recorded on film.
commercial noun
1 [countable] an advertisement on television or radio电视或广播中的商业广告
a soap powder commercial
2 commercial break 在节目中插播的广告时间
the time when advertisements are broadcast during a television or radio programme
appeal noun
▶REQUEST◀
[countable] an urgent request for something important恳求，要求
appeal for
The police have issued a new appeal for information. 警方对于线索又发出了要求。
appeal to
All the organizations involved have sent urgent appeals to the government, asking for extra funding. 所有有关机构都向政府发出了紧急要求，要求政府提供额外的资金补助。
The girl’s family have made a public appeal for help to try and catch her killer. 这个女孩的家庭向公众提出恳求，希望得到公众的帮助试图抓到杀害的元凶。
appeal to somebody to do something
an appeal to the army to not use too much force 向军队发出要求，不要使用太多武力
▶REQUEST FOR MONEY◀
[countable] an attempt to persuade people to give money in order to help people who need something(为帮助别人而劝说人们筹募资金的)努力
The appeal has nearly reached its target of ￡100,000. 这个筹募资金的努力已经接近10万英镑的目标了。
The hospital has launched an appeal to raise money for new equipment. 这家医院为了要购置新设备而发出了筹措资金的要求。
▶REQUEST TO CHANGE DECISION◀
[uncountable and countable] a formal request to a court or to someone in authority asking for a decision to be changed 申诉，上诉
appeal to
an appeal to the European Court of Human Rights
on appeal
The sentence was reduced to three years on appeal. 这个判决经过上诉后减刑至三年。
All prisoners have a right of appeal.
He has lodged an appeal against the size of the fine. 他对于处罚的金额提出了上诉。
▶BEING ATTRACTIVE◀
[uncountable] a quality that makes people like something or someone 吸引
What is the particular appeal of this island? 这个岛最吸引人的地方是什么?
The programme has a very wide appeal. 这个节目受到大家的欢迎。
appeal for
The film has great appeal for young audiences.
She’s definitely got sex appeal (=she is sexually attractive).
appeal verb
▶ASK◀
[intransitive] to make a serious public request for help, money, information etc 恳求，恳请
appeal for
Church and community leaders have appealed for calm. 教堂和社区领导都恳求大家安静下来。
appeal to
Farmers have appealed to the government for help. 农民们恳求政府予以帮助。
appeal to somebody to do something
The police have appealed to anyone with information to come forward and talk to them. 警察要求知情人前来警察局说明情况。
▶ASK TO CHANGE DECISION◀
[intransitive and transitive] to make a formal request to a court or someone in authority asking for a decision to be changed 申诉，上诉
She is not happy with the decision and plans to appeal. 她对这个决定感到不满，所以计划上诉。
appeal against
Both men intend to appeal against their convictions. 这两个人都打算对这个有罪判罚提出申诉。
appeal to
Appealing to the referee does not often result in a decision being changed. 向裁判提出申诉并不能改变已经做出的判罚决定。
▶BE ATTRACTIVE◀
[intransitive] if someone or something appeals to you, they seem attractive and interesting 吸引
appeal to
The programme appeals especially to young children. 这个项目尤其会吸引小孩子。
The idea of working abroad really appeals to me. 我对到海外工作非常感兴趣。
appealing adjective
1 attractive or interesting 吸引人的，有趣的反义词 unappealing
The city offers an appealing combination of sporting and cultural events. 这座城市安排了吸引人的运动和文化活动组合。
It creates an atmosphere which visitors find so appealing. 这个地方有一种让游客觉得非常有意思的氛围。
ￚappealingly adverb
platform noun [countable]
▶TRAIN◀
especially British English the raised place beside a railway track where you get on and off a train in a station 月台
The Edinburgh train will depart from platform six.
▶FOR SPEECHES◀
a stage for people to stand on when they are making a speech, performing etc讲话或表演时的舞台、讲台
a small raised platform at one end of the room
▶POLITICS◀
a) [usually singular] the main ideas and aims of a political party, especially the ones that they state just before an election 政党的主要思想
a strong women’s rights platform
the Labour party platform
b) a chance for someone to express their opinions, especially their political opinions 宣讲个人观点(尤指政治观点)的机会
platform for
The conference provides a platform for people on the left wing of the party. 这次大会为这个党派左翼人士提供了发表观点的机会。
▶STRUCTURE◀
a tall structure built so that people can stand or work above the surrounding area 平台
an oil exploration platform 钻井平台
▶COMPUTERS◀
the type of computer system or software that someone uses 电脑操作平台
the UNIX platform
a multimedia platform
▶EXPRESS IDEAS◀
an opportunity to express your ideas to a large number of people 发表想法的舞台
platform for
We mustn’t give these groups a platform for their propaganda. 我们一定不能给这些团体机会来宣传他们的思想。
open to something
a) likely to suffer from something or be affected by something 易受…伤害的，易受….影响的
The magazine’s editor is open to criticism in allowing the article to be printed.
The regulations are open to abuse by companies.
He has left himself open to accusations of dishonesty.
b) willing to consider something new or to accept something new 愿意接受新事物的
Teachers need to be open to children’s ideas. 老师们需要接受孩子们的想法。
The committee is open to suggestions. 该委员会借以倾听大家的建议。
The owners of the building want to sell and are open to offers. 这座建筑物的所有人们想要卖掉房子，愿意接受公众的报盘。
surpass verb [transitive]
to be even better or greater than someone or something else 超越
He had surpassed all our expectations. 他超出了我们所有人的想象。
The number of multiple births has surpassed 100,000 for the first time. 生育多胞胎的数量首次超过了10万人。
surpass yourself
(=do something better than you have ever done before)
With this painting he has surpassed himself. 在完成了这幅油画之后，他超越了他以前所有的作品。
(=done better than he has ever done before)
transcend verb [transitive] formal to go beyond the usual limits of something超出，超越(经验、理性、信念)范围;胜过，优于
confines noun [plural] limits or borders边界，界限，范围
within/beyond the confines of something 在…../超出…..界限之内
within the confines of the prison 身陷囹圄
stereotype noun [countable]a belief or idea of what a particular type of person or thing is like. Stereotypes are often unfair or untrue 思维定势
racial/sexual/cultural etc stereotype 种族/性别/文华定势
racist stereotypes in the media
stereotype of
women who don’t fit the stereotype of the good mother
stereotype about
stereotypes about the elderly
ￚstereotypical adjective
the stereotypical Californian - tall, fit, and tanned
ￚstereotypically adverb
robust adjective
1 a robust person is strong and healthy 健康、高大
a robust man of six feet four 一位6英尺4英寸的高大男士
2 a robust system, organization etc is strong and not likely to have problems 坚固的、不应产生问题的系统或组织机构
The formerly robust economy has begun to weaken. 以前坚挺的经济形势现在开始削弱了。
3 a robust object is strong and not likely to break 坚固的物品
ￚsynonym sturdy
a robust metal cabinet 一个坚固耐用的金属柜子
ￚrobustly adverb
ￚrobustness noun [uncountable]
classic adjective [usually before noun]
▶TYPICAL◀
having all the features that are typical or expected of a particular thing or situation典型的，标准的，权威性的
classic example/mistake/case etc
Too many job hunters make the classic mistake of thinking only about what’s in it for them.
▶ADMIRED◀
admired by many people, and having a value that has continued for a long time 古典派的，古雅的
The Coca-Cola bottle is one of the classic designs of the last century.
a collection of classic cars
▶VERY GOOD◀
of excellent quality最优秀的，第一流的，典范的
Roy scored a classic goal in the 90th minute.
▶TRADITIONAL◀
a classic style of art or clothing is attractive in a simple traditional way 式样简朴的，传统样式的，代代相传的
ￚsee also classical
She chose a classic navy suit for the ceremony.
carefree adjective
having no worries or problems 无忧无虑的，自由自在的
He thought back to the carefree days of his childhood. 他回忆他童年时代那无忧无虑的时光。
a carefree attitude 自由的态度
epitomize verb[transitive] to be a very typical example of something 代表，象征，体现
also epitomise British English
This building epitomizes the spirit of the nineteenth century. 这个楼房代表了19世界的精神。
sophisticated adjective
1 having a lot of experience of life, and good judgment about socially important things such as art, fashion etc 经验老道的，目光独特的
a sophisticated, witty American 一位经验老到、聪明的美国人
2 a sophisticated machine, system, method etc is very well designed and very advanced, and often works in a complicated way 设计精良的、先进的
sophisticated software 现金的软件
a highly sophisticated weapons system 一套精良的武器系统
3 having a lot of knowledge and experience of difficult or complicated subjects and therefore able to understand them well 老练的，富于人生经验的，世故的
British voters have become much more sophisticated. 英国选民们变得越来越有经验了。
ￚsophistication noun [uncountable]
a New York nightclub that was the height of sophistication (=very fashionable and expensive) 一个极度时尚奢华的纽约夜总会
gear verb [transitive]
be geared to somebody/something
to be organized in a way that is suitable for a particular purpose or situation调整, (使)适合
The typical career pattern was geared to men whose wives didn’t work. 这种典型的职业模式适合那些妻子不工作的男性。
be geared to do something
The course curriculum is geared to span three years. 这个课程大纲可以调整为三年的内容。
homogeneous adjective consisting of people or things that are all of the same type同类的, 相似的, 均一的, 均匀的
a homogeneous society
ￚhomogeneously adverb
homogenize verb
also homogenise British English transitive]
to change something so that its parts become similar or the same
plans to homogenize the various school systems
detergent noun [uncountable and countable] a liquid or powder used for washing clothes, dishes etc洗涤液
McDonald’s uses the same concept in each country. The products are virtually identical (even though McDonald’s adapts its range slightly to suit local markets, e.g. by introducing salads in certain countries). The McDonald’s name, trademark, symbols and logo are the same everywhere (even though names of products may differ slightly).
Suggested Answer:
Coca-Cola: globalizes all three aspects.
Mars: has global products and a global logo but different concepts are associated with the chocolate bar.
Hertz: globalizes all three aspects.
Nike: globalizes all three aspects.
Barilla: globalizes all three aspects. Nescafé: has a global concept and a global logo but different products to suit local tastes.
4.
(1) B
(2) D
(3) A
(4) B
(5) C
(6) C
distance verb
distance yourself (from something)
to say that you are not involved with someone or something, especially to avoid being connected with them 远离
The UNO has firmly distanced itself from the anti-government movement. UNO组织坚决地表示自己没有参与反政府行为。
cosmopolitan adjective
1 a cosmopolitan place has people from many different parts of the world - use this to show approval 国际化大都市的
a vibrant, cosmopolitan city 一座充满活力的国际化大都市
a lively hotel with a cosmopolitan atmosphere 一个活跃的饭店内充满了国际化的氛围
2 a cosmopolitan person, belief, opinion etc shows a wide experience of different people and places 见多识广的，见过世面的
Brigitta has such a cosmopolitan outlook on life. …由一个很开阔的人生观。
accustomed adjective
1 be accustomed to (doing) something
to be familiar with something and accept it as normal 熟悉
We were accustomed to working together.
become/grow/get accustomed to something
Her eyes quickly became accustomed to the dark.
2 [only before noun] formal usual 通常的
The pans were in their accustomed places.
5.Language.
Inversion
Inversion of the verb and subject may be used in both formal spoken and written English when the speaker’s/writer’s emphasis is on the word or phrase at the beginning of the sentence.
If the sentence contains an auxiliary verb, it comes before the subject.
e.g. Never has this been more apparent than with the takeover of MLM.
If there is no auxiliary, do, does, or did is added.
e.g. Not only does it increase turnover but it also results in economies of scale.
The words or phrases followed by inversion often have a limiting or negative meaning.
e.g. Nowhere is globalisation more desirable than in sectors revolving around mobility.
Rarely is it realistic to extend all aspects of a brand.
Inversion may also occur after as.
e.g. Our Baltic center has shown continued growth, as have our Mediterranean centers.Baltic adj.波罗的海的, 波罗的海诸国的, 波罗的语的
Inversion can be used in formal writing to replace if in conditional clauses.
e.g. Had we been aware of the situation….
6. Speaking.
The BBC makes use of the British stereotypes of impartiality, high quality and authority throughout the world.
impartiality n.不偏不倚, 公正, 公平
III. Promoting a brand
3. Speaking.
1 One-minute talk: the importance of a global presence
Does the student show a clear understanding of the task?Yes
SHORTIs there an appropriate introduction and conclusion?Yes
Are the student’s ideas well-organised and logically ordered?Yes
TALKIs appropriate signposting and linking language used?Yes
Does the student develop ideas rather than repeat them?Yes
Are the ideas clearly expressed and easy to understand?Yes
Does the student speak in a clear and natural manner?Yes
Is the talk of an appropriate length?Yes
The speaker makes clear points, with a clear introduction and conclusion.
on account of something
because of something else, especially a problem or difficulty 由于问题或困难
She was told to wear flat shoes, on account of her back problem. 由于她的后背有问题，医生告诉他要穿宽松的鞋子。
downturn noun [countable usually singular]
a period or process in which business activity, production etc is reduced and conditions become worse 经济萧条时期
ￚ反义词 upturn
America’s current economic downturn
downturn in
a downturn in the auto industry
2 One-minute talk: how to promote an imported brand
Does the student show a clear understanding of the task?Yes
SHORTIs there an appropriate introduction and conclusion?Yes
Are the student’s ideas well-organised and logically ordered?Yes
TALKIs appropriate signposting and linking language used?Yes
Does the student develop ideas rather than repeat them?Yes
Are the ideas clearly expressed and easy to understand?Yes
Does the student speak in a clear and natural manner?Yes
Is the talk of an appropriate length?Yes
The speaker makes clear points, with a clear introduction and conclusion.
exotic adjective
something that is exotic seems unusual and interesting because it is related to a foreign country - use this to show approval异国情调的, 外来的, 奇异的 (褒义词)
exotic birds
exotic places
chic adjective
very fashionable and expensive, and showing good judgement of what is attractive and good style漂亮的;时髦的;时式的;别致的
Margaret was looking very chic in blue. 马格利特穿蓝色服装看上去特别时尚。
a chic restaurant
ￚchic noun [uncountable] the art of comfortable chic
3 One-minute talk: the importance of stereotypes in advertising
Does the student show a clear understanding of the task?Yes
SHORTIs there an appropriate introduction and conclusion?Partly
Are the student’s ideas well-organised and logically ordered?Yes
TALKIs appropriate signposting and linking language used?Yes
Does the student develop ideas rather than repeat them?Yes
Are the ideas clearly expressed and easy to understand?Yes
Does the student speak in a clear and natural manner?Yes
Is the talk of an appropriate length?Yes
The speaker begins with a clear introduction and makes clear points. The examples given support the points he makes. The end of his talk is clear as he begins his final point with Lastly …. However, the talk might benefit from a more obvious conclusion.
shorthand noun [uncountable]
1 a fast method of writing using special signs or shorter forms to represent letters, words, and phrases 速记
in shorthand
The reporter took notes in shorthand.
a secretary who takes shorthand (=writes in shorthand)
2 a shorter but less clear way of saying something 简短但并不清楚的
shorthand for
He’s been ’relocated’, which is shorthand for ’given a worse job a long way away’. 他被安排到一个新的地方工作，就是在表达老板给了他一个距离远而且不怎么好的工作。
kilt noun [countable]
a type of thick skirt made of tartan格子(=material with a pattern of lines and squares) that is traditionally worn by Scottish men 苏格兰短裙
ￚkilted adjective
pit somebody/something against somebody/something phrasal verb
to test someone’s strength, ability, power etc in a competition or fight against someone or something else使相对;对立;竞争
We’ll be pitting our team against the champions.
pit your wits against somebody (=compete against someone using your intelligence or knowledge)
brash adj.
1 behaving too confidently and speaking too loudly - used to show disapproval仓促的, 无礼的, 性急的, 傲慢的
Brash noisy journalists were crowding around the ambassador.
2 a brash building, place, or object attracts attention by being very colourful, large, exciting etc
The painting was bold, brash, and modern.
obsess verb
1 [transitive usually passive] if something or someone obsesses you, you think or worry about them all the time and you cannot think about anything else - used to show disapproval纠缠;困扰 (贬义词)
be obsessed by/with something/somebody
A lot of young girls are obsessed by their weight.
Jody’s been obsessed with some lifeguard for months.
2 be obsessing about/over something/somebody
informal to think about something or someone much more than is necessary or sensible
Stop obsessing about your hair. It’s fine. 别再想你的头发了，很漂亮。
3. Writing.
Introduction
This proposal sets out to examine options for the successful globalization of our ‘Borders’ brand. The initial market under consideration is Continental Europe. For the purposes of this proposal, we will be considering three aspects of the brand, namely our logo, the ‘Borders’ concept and finally, the product itself, ‘Borders’ wellington boots.
Findings
The following points summarize our key findings.
It was found that our existing logo, a pair of wellington boots encircled by the word “Borders”, is visual enough to be used in markets where English is not widely spoken.
Attitudes to outerwear differ throughout Europe and our boots are likely to appeal to different market sectors in different countries. This has serious implications for the benefits we wish to publicise. Although Danish farmers would be willing to purchase such a high quality product, farmers in some countries would be unlikely to choose a British brand over a domestic product. However, the very Britishness of the product would appeal to the style-conscious elements of the French and Italian markets, summoning up images of the English upper classes and country houses.
Our current product is multi-purpose and as such would not need adapting to suit different sectors of the European market.
Conclusions
It was agreed that although the present logo and product are suitable for globalization as they stand, we propose that the ‘Borders’ concept be adapted for different markets.
Recommendations
We recommend that further studies be carried out into the marketing strategies best suited to different European regions.
summon up something phrasal verb
if something summons up a memory, thought, or image, it makes you remember it or think of it
e.g. The smell summoned up memories of family holidays by the sea.
IV. Oral practice.
请根据下面提出的模拟场景与自己的另一学习伙伴讨论3分钟。
Scenario
Late Payment
The manufacturing company you work for is experiencing cash flow problems due to delays in receiving payments. You have been asked to suggest ways of dealing with the situation.
Discuss the situation together, and decide:
l What would be the best way of approaching the companies who owe your money
l How the company could discourage customers from paying late in future
思路提示：
1. To set up context: what type of the manufacturing company are you working for?
Example:
We are working for a company that manufactures shoes/computer hardware/ cosmetics/ medicine/ lighting equipment/ cameras ……
2. Best ways of approaching the companies who owe money
(1) Modest ways: telephone/ write email/ hold meetings to remind and persuade their owners
(2) Formal ways: bring an action against them to ask for payment and penalty charges
3. Future solutions --- please find answers from unit 3b in the textbook of BEC Vantage and information from a reading passage in lesson 7 of BEC Vantage online course; but do remember to find relevant solutions related to customers not your staff or your suppliers.
Ask customers for cash on delivery
Reduce credit terms from 30 to 20 days
Add penalty charges for late payment: There should be legal penalties for late payment. Late payers should be legally required to pay interest on the debt. To be effective, the interest rate would be high.
Finally, a system of fines (to be paid in addition to the interest payments) should be introduced.
Our company should sign contracts with customers to obtain payment for outstanding debts.
V. Business Passage Reading.
Shanghai VW posts first-ever sales drop
Sino-German joint venture blames intense competition and a fierce price war for last year’s slowdown in demand
gVehicles
Mark O’Neill in Shanghai
In the most dramatic evidence of the slowdown in China’s car market, Volkswagen’s pioneer joint venture yesterday announced its first fall in annual sales since it started production in 1985, thanks to growing competition from global rivals and fierce price wars.
Shanghai VW, a joint venture with Shanghai Auto Industry Corp, reported sales last year of 335,000, down from 396,000 in 2003.
“After three years of rapid sales, the market has entered a period of stability. This is normal and part of the cycle of the industry. We remain optimistic for the long-term potential of the market ” a company spokeswoman said.
She said part of the blame for the slowdown lay with the macro-economic measures imposed by Beijing in the spring last year, which were not aimed at the car industry but had affected the power, steel and banking sectors.
A spokesman for VW Group China in Beijing said he had no figures for overall output of VW cars in China last year, up from an actual 698,000 in 2003.
Last year saw a slowing of demand after three boom years. Sales of passenger cars soared from 781,000 in 2001 to 1.13 million in 2002 and nearly two million in 2003. Industry estimates put sales last year at about 2.3 million.
Several factors have contributed to the fall in sales. One is that customers do not want to buy while prices are falling. Another is the ancillary costs, especially in major cities, of buying a parking space, paying insurance and other charges.
A third is the fact that banks have become more cautious in extending loans to purchase cars. According to figures from the National Information Centre, banks have extended 183.3 billion yuan in car loans, more than half of which about 100 billion yuan worth are in delinquency.
In expectation of rising demand, global and domestic manufacturers are spending billions of dollars on additional capacity, just as China is slashing car tariffs and eliminating import quotas.
The result is a price war and swelling inventories of new cars. 库存大量增加
The biggest victim has been VW, the first global manufacturer to make a major investment in China, setting up its joint venture in Shanghai 20 years ago with an initial investment of 387 million yuan. In 1991, it set up a second venture in Changchun with First Auto Group.
These two companies made VW the market leader in passenger cars in China for many years, a position now being challenged by General Motors, Honda Motor, Hyundai Motor and Toyota Motor Corp.
VW continues to invest heavily in China and aims to produce about 900,000 vehicles next year, rising to 1.6 million in 2008.
Vocabulary
ancillary adjective
1 ancillary workers/staff etc
workers who provide additional help and services for the people who do the main work in hospitals, schools etc 辅助员工
2 formal connected with or supporting something else, but less important than it 附属的
Agreement was reached on several ancillary matters.
delinquency noun[uncountable and countable]
plural delinquencies
illegal or immoral behaviour or actions, especially by young people犯罪行为，不道德行为
the ever-rising statistics of delinquency and crime
swelling noun
1 [countable] an area of your body that has become larger than normal, because of illness or injury
swelling in/on
a painless swelling in his neck
2 [uncountable] the condition of having swelled
The spider’s bite can cause pain and swelling.
These tablets should reduce the swelling.
VI. Reading Test Part 4
Part Four of the reading test is concerned with your vocabulary and structure skills. You may read a single business-related text of approximately 250 words. You should finish 10 questions with 4 options. Now we look at an example part and see how to solve this kind of question type.
PART FOUR
Questions 21-30
l Read the article below about language learning for the busy executive.
l Choose the best word to fill each gap from A, B, C or D.
l For each question 21-30, mark one letter (A, B, C or D ) on your Answer Sheet.
l There is an example at the beginning, (0):
Language Learning for the Busy Executive
If you’ve ever been told by your boss to improve your knowledge of a foreign language you’ll know that (0)……doesn’t come quickly. It generally takes years to learn another language well and constant (21)…… to maintain the high standards required for frequent business use. Whether you study in a class, with audiocassettes, computers or on your (22)……, sooner or (23)……every language course finishes and you must decide what to do next if you need a foreign language for your career.
Business Audio Magazines is a new product designed to help you continue language study in a way that fits easily into your busy schedule. Each audiocassette (24)……of an hour-long programme packed with business news, features and interviews in the language of your choice. These cassettes won’t teach you how to order meals or ask for directions. It is (25)……that you can do that already. Instead, by giving you an opportunity to hear the language as it’s really spoken, they help you to (26)……your vocabulary and improve your ability to use real language relating to, for example, that all-important marketing trip.
The great advantage of using audio magazines is that they (27)……you to perfect your language skills in ways that suit your lifestyle. For example, you can select a topic and listen in your car or hotel when away on business. No other business course is as (28)…… . And the unique radio-magazine format is as instructive as it is entertaining. In addition to the audiocassette, this package includes a transcript with a business glossary and a study (29)…… . The components are structured so that intermediate and advanced students may use them separately or together, (30)……on their ability.
You are very familiar with such kind of question type. For BEC higher test, you don’t need to think more of the text contents. This part simply tests your ability to use certain vocabulary and structure. The meaning is there. Then you should take the following steps:
1. Read several sentences including the example answer to have a general idea about the topic of the text.
2. Try to find out the meaning of each sentence. If you start to choose the answer, please look at the four choices for a reference.
Analysis:
Example Answer:
If you’ve ever been told by your boss to improve your knowledge of a foreign language you’ll know that (0)…gain…doesn’t come quickly.
From the first sentence of the text, you know the idea about the passage. It is about learning a foreign language.
Question 21
It generally takes years to learn another language well and constant (21)…… to maintain the high standards required for frequent business use.
In order to maintain the standards, you must practice your foreign language. So the answer is C.
Question 22 & 23
Whether you study in a class, with audiocassettes, computers or on your (22)……, sooner or (23)……every language course finishes and you must decide what to do next if you need a foreign language for your career.
In question 22, it is a set phrase, that is, on one’s own. In question 23, it is also another set phrase, that is, sooner or later. So the answers are D and C respectively.
Question 24
Business Audio Magazines is a new product designed to help you continue language study in a way that fits easily into your busy schedule. Each audiocassette (24)……of an hour-long programme packed with business news, features and interviews in the language of your choice.
The meaning of the sentence is that each audiocassette has an hour-long programme. The four answers all have the meaning of “include”. But there is only one word that can collocate with the “of”, that is, consist of. So the answer is A.
Question 25
These cassettes won’t teach you how to order meals or ask for directions. It is (25)……that you can do that already.
In this question, you must first of all understand the meaning of the four choices. Then you should understand the context. The first sentence tells you that the magazine won’t teach you something which you may use in your daily time because they believe that you have already grasped it. So the answer should be D.
Question 26
Instead, by giving you an opportunity to hear the language as it’s really spoken, they help you to (26)……your vocabulary and improve your ability to use real language relating to, for example, that all-important marketing trip.
If you want to have more vocabulary, then you should express it like “extend your vocabulary”. So the answer is B.
Question 27
The great advantage of using audio magazines is that they (27)……you to perfect your language skills in ways that suit your lifestyle. For example, you can select a topic and listen in your car or hotel when away on business.
The meaning of the sentence is to tell you that the magazines can give you the opportunity to perfect your language. besides, we should pay attention to its collocation, allow sb. to do sth. So the answer is A.
Question 28
No other business course is as (28)…… .
The meaning is that the course can be handled at your will. So the course is very flexible. Then the answer is B.
Question 29
And the unique radio-magazine format is as instructive as it is entertaining. In addition to the audiocassette, this package includes a transcript with a business glossary and a study (29)…… .
The magazine will give you not only the audiocassette, but also a transcript and a study supplement. ‘Addition’ and ‘extra’ cannot apply their meaning to the sentence. And manuscript has different meaning. So the answer is B.
Question 30
The components are structured so that intermediate and advanced students may use them separately or together, (30)……on their ability.
The meaning of the sentence is that students can use in different ways which is suitable for their ability. Besides, you should remember the fixed collocation, ‘according to’, ‘depend on’, ‘relate to’, and ‘based on’. So the answer is B.
VII. Homework
On a bicycle made of bamboo
It is used as scaffolding throughout Asia; it is also…(0)…into furniture. You can cook with it; it makes a good water carrier; it can be eaten. Now you can ride it. Bamboo has a wide range of …21… . Quasar Khanh, a Vietnamese designer, has come…22…with the strangest one yet. Khanh is making the “bambooclette” a bicycle made…23…out of bamboo.
This month, the first shipment of five hundred bicycles is due to leave Khanh’s workshop in Ho Chi Minh City for sale in Europe. “Bamboo is a strong, durable material, able to …24…all weather conditions,” says Khanh. “It is also recyclable. Not everyone will want a bambooclette, but people love a new idea and we think it will…25… .There are plenty of very talented designers in Vietnam, so we did not have too much trouble making a bambooclette prototype. Now we are trying to get a …26…production line going. The good thing is that we needed very little start-up capital as bamboo grows everywhere in Vietnam and is very cheap.”
Not all the bambooclette is bamboo: the wheels and part of the frame are made of metal. Unfortunately, a …27…of local suppliers means that some parts such as brakes and wheels still have to be improved. The first models to be made are for men and women, but production of a children’s model is also in …28… . As for the future? Well, Khanh is excited about the …29…of a mountain bike with a frame made…30…out of thick bamboo!