暨南大学外招生《大学英语》教学课件 jnu quality course 暨南大学外国语...

暨南大学外招生《大学英语》教学课件

JNU QUALITY COURSE

暨南大学外国语学院

College English Course for Overseas Undergraduates

a new language course for tomorrow’s business leaders

体验商务英语

Course Book 3

综合教程第三册

intermediate Business English

MARKET LEADER

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MARKET LEADER BOOK THREE

UNIT FIFTEEN

COMPETITION 暨南大学精品课程

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4

Starting up

Listening competition and the market

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ML Book three unit fifteen overview

Reading competitive advantage

Vocabulary describing competition

Language review talking about the future

Skills negotiating

Case study City Plaza Hotel

Textbook-- page(118-125)暨南大学外国语学院

暨南大学精品课程项目外国语学院大学英语教学部制作

CompetitionCompetition

‘Competition brings out the best in products and worst in people.’

David Sarnoff (1891-1971), American business leader

‘Competition brings out the best in products and worst in people.’

David Sarnoff (1891-1971), American business leader

Starting up:

Answer the questions in the quiz. Then turn to page 155 to find out your score. Compare your score with

a partner.


New words and phrasesCompetition: the activity of taking part in a race, contest, etc.Competitive: in a contest / competitionStatement: expression in words

Count: be included, in the consideration e.g. I’m afraid we have to count him as absent. Count down 倒数 / in 包括在内 / on 依赖 / out 数出来It’s not…that counts, it is… e.g. It is not the price of your gift that counts, it is the thought.

Spend sth. on sth. / doing sth. e.g. Fiona spend four hours on her assignment / writing her assignment


Boast: to praise oneself for one’s acts or belongings e.g. He boasts that he is the best footballer in his club. Be aware of : having knowledge or realization e.g. We are fully aware of the miserable conditions after the earthquake. Check in / out: arrive in a hotel / at an airport; pay off the fee and leave e.g. You’ll have to check in before 10 pm, or we cannot reserve the room. Push one’s way to: to move forward to (some direction) e.g. He tried his best to push his way to the front line to see the Olympic torch.

New words and phrases


How many scores have you got? How many do your classmates next to you

have your got? Do you think the results has really reflected

your character? Why not?

Can you report to your classmates--


Vocabulary--

Describing competition


A: Match the phrases with the definitions1. Market leader2. Market challanger

3. Market follower4. Market niche

a) With the second largest market share

b) With the largest market share

c) That focuses on a small segment of the market

d) That is not a threat to the leader

a company or product


B: complete the chart with companies or products in China.

Product Type Market leader market challenger market follower market niche Passenger

cars

FAW Volks Shanghai Volks Shanghai GM Sinotruk( 一汽大众） -wagon -wagon （中国重型 ( 上海大众） ( 上海通用 ) 汽车trucks ）

Soft drinks Coca-cola Pepsi Smart pulsation

( 醒目） ( 脉动）

Sports shoes Nike adidas Xtep Bubble ( 特步） -gummers (children’s shoes ）

JeansLevi’s Lee Texwood Miss sixty (women’s jeanwear)


C. Which products do you buy that are not market leaders or market challengers? Why do you buy them? Stationary?Jeans?Computer?Car? …


D. Choose one adjective from each pair to make word partnerships with competition. Then use them to comment on industries or companies.

Example: There is strong competition between Coke and Pepsi.

/ hard

/ aggressive

dirty / competition

heavy /

/ deep

Strong

Fierce

Intense

unfair

tough


Sample sentences:There is a fierce competitioncompetition in the

telecommunications industry. Many countries have laws prohibiting unfair

competitioncompetition. Contractors in the construction industry face tough

competitioncompetition for new contracts. There is intense competitioncompetition for TV rights to

international sports events.

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E. Match the verbs with the prepositions to make phrases with competition. Then makes sentences using some of the phrases.

Respond

Cope

Face up to

Ignore with + competition

Welcome to

Adapt --

Avoid

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Reading: Competitive advantage

A: What strategies companies in the following sectors might use to compare with their rivals:

a) Supermarketb) Construction equipmentc) Luxury cars

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B: Read the first sentence only of each paragraph. What three strategies does the text mention?

Cost leadership

Differentiation

Focus

Do you think they are similar to any of the ideas you discussed?

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C. Match the words below to the definitions. Then read the paragraph one.

Broad scope saving money by

producing goods in

large quantities

Breadth wide range

Segment width

Economies of scale a section of a

market or industry

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D. Match the words below to the definitions. Then read paragraphs two and three. Attributes see, realise

Perceive ability to last a long

time

Uniqueness something very

unusual and special

Durability qualities

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E. Match the words below to the definitions. Then read paragraphs four and five.

Tailors making the best use

of

To the exclusion of adapts

Optimizing the opposition of

wide

Narrow not including

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F. Answer these questions about the text.

1. Which sentences best expresses the main idea in paragraph one?

a) selling goods in many markets

b) making as wide a range of goods as possible

2. Which sentence best expresses the main idea in paragraph four? When firm uses a differentiation strategy?

b) it tries to read a small group of loyal customers

c) it wants to attract as many buyers as possible.

c) producing goods more cheaply than in rivals

a) it tries to persuade consumers that its products have special qualities.

C

A

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3. Which of these sentences best expresses the main idea in paragraph four? If a firm chooses focus as its strategy, it tries to:

b) prevent other firms from entering the

market.

c) do business in a large number of narrow markets.

4. In the first paragraph, does the writer say it is a good or bad thing for firms to be stuck in the middle ? Why?

a) do better than its rivals in a small part of the market.

A

It is bad for a company to be stuck in the middle because in that position it possesses no competitive advantage and will compete at a disadvantage.


Listening: Competition and the market

Kevin Warren, a vice President at Coco-

Cola and Schweppes Beverages (UK), is

talking about competition.

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Invention Story:

• It was a prohibition law, enacted in Atlanta in 1886, that persuaded physician and chemist Dr. John Stith Pemberton to rename and rewrite the formula for his popular nerve tonic, stimulant and headache remedy, "Pemberton's French Wine Coca," sold at that time by most, if not all, of the city's druggists.

So when the new Coca-Cola debuted later that year--still possessing "the valuable tonic and nerve stimulant properties of the coca plant and cola nuts," yet sweetened with sugar instead of wine--Pemberton advertised it not only as a "delicious, exhilarating, refreshing and invigorating" soda-fountain beverage but also as the ideal "temperance drink."

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New words and phrases: (stay) ahead of: in front, in advance

e.g. Sam is a quick worker and soon got ahead of others.

Full speed ahead.

Servings: quantity of food (to be) served to one person

e.g. This recipe will be enough for four serving.

Consume: to eat or drink

e.g. Ten people consume over 4 kilograms of grain a day.

Beverage: (formal) any sort of drink except water, eg milk, tea, wine, beer

Portfolio: The business portfolio is the collection of businesses and products that make up the company. The best business portfolio is one that fits the company's strengths and helps exploit the most attractive opportunities.

a portfolio of product: the product and the relevant promotion it needs to launch it to the market, e.g. advertising, packaging, delivery 产品组合

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New words and PhrasesIcon: a marking symbol 图标Execution: managementExecute: carry out (what one is asked or told to do)Attention to detail: pay attention to detailse.g. Accomplishing these goals requires attention to detail, in both the

drafting of NERC standards and their application to specific entities. Glamorous: full of charm and enchantmente.g. She was attracted by the glamorous film star after watching the

film.Perceive: become aware of through eyes or the mind. e.g. On entering her house, we at once perceived him to be a man of

taste. Offer excellent value for money: to be worth the value of the amount of

money spent Compromise: to give in e.g. When supply is larger than demand, price has to compromise to

guarantee the constant profits of a company.

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New words and PhrasesIn terms of: according to, from the perspective of…

e.g. You can think in terms of important changes or events in society .

Multiplex cinema: a cinema with many parts or forms 多功能影院

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A: competition and the market1. How many servings of Coca-Cola are sold worldwide?

b) 47 billion a year

c) 47 billion a day d) 47 billion a year

2. Complete the chart.

To be successful you need:

Pr______ manu_______g and dis______n

The best br_____ pack_____

a) one billion a day

oducts facturin ributio

ands ages

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B: Listen to the second part of the interview. Which of these statements more accurately reflects Kevin’s reviews?

1. Price is the most important element when you are talking about value.

3. Choose the correct answer. Kevin thinks the way to stay ahead is to focus on:

a) The actions of your competitor.

b) You own products and customers

2. Value for money is not only about price. Cheaper is not always better.

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D: Listen to the third part of the interview. What changes in consumer habits does Kevin predict?

C. Do you think competition always lead to better products and better value?

The three main changes in consumer habits which Kevin Warren predicts are:

The purchase environments in which the consumer can access the company’s products will change.

There will be continued increase in leisure time so they need to be where the consumer is, whether that be the sports centre or the multiplex cinema.

The increase in out-of-home eating, especially snacking, will continue.


Language review: Talking about the future

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A. Find examples in the conversation below of language which is used to talk about the future.

another company is putting in their own bidwe’re going to fight itthey’ll match us for pricewe’ll have to concentratewe’re going to beat themthe union meets later this afternoonI’ll raise this with themwhen I’m talking to the unionI’ll do thatwe’re going to respondI’ll authorise the overtime payment

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B. Work in pairs. Take turns to add comments to the sentences below. Use will, going to, the present continuous, or the present simple.

Possible answer:• I’m visiting a client.• We’re going to buy all our materials in China.• Will you hold?• I’ll take a cab. • Your plane leaves at 9.• I’ll call the engineer. • I’m going to resign tomorrow. • You’re speaking after lunch.

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Discussion: Competitive strategy-- Read the two texts below. Discuss the questions that follow.

Fight The• Why do you think the

campaign was unsuccessful?

• Can you suggest ways for Pepsi to compete more successful with Coca-cola?

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Possible answers:

1. The challenge to Coca-cola’s market leadership and nothing to do with product, with consumer perceptions of the product or with actual market trend.

2. To focus on their product, not on their competitors’ products; to look for opportunities to grow their product; to analyse and respond to changing patterns of consumer behavior; to consider ways of offering better value; to plan a promotional campaign that conveys all these things.

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• Why do you think British Airways changed its strategy?

• How do you think its decision affected the small airlines? What can they do to respond?

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Possible answers:

• The budget flights were proving very popular with customers and British Airways was losing market share.

• The small airlines will need to find new competitive advantages (e.g. in-flight service, on-ground service, loyalty rewards, timetabling, family / friend promotions) or face being forced out of business by the market leader.

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Skills: Negotiating

Match the sentences on the left with the more diplomatic sentences on the right. 1. e)

2. d)

3. c)

4. b)

5. f)

6. a)

Would it be a good idea if we discussed price first?

I’m sorry, it’s not our policy to give credit.

Would you consider giving me a discount?

I’m afraid that’s the lowest price I can offer.

Is there any possibility you could alter the specifications

Your price is higher than I was expecting.

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Case study: City Plaza Hotel

Background—

Situation: downtown Toronto, CanadaRating: four star (travel guides’ suggestion)Rivals: Majestic hotel Belvedere hotelDeclining reasons: competition, the increasing

managing cost, the lack of capital for accommodation and facilities

Future trends: new strategy to turn the hotel around


WritingAs Head of Maple Leaf Association (MLA), write a

short report outlining the new strategy you recommend for the City Plaza hotel. Your report should contain these sections:

1. Background to the problem

2. Analysis of the date

3. Recommended action, with reasons

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暨南大学外招生《大学英语》教学课件 jnu quality course 暨南大学外国语...