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1、采用PP管及配件：根据给水设计图配置好PP管及配件，用管件在管材垂直角切断管材，边剪边旋转，以保证切口面的圆度，保持熔接部位干净无污物学术英语学术英语 管理管理 Corporate Strategies采用PP管及配件：根据给水设计图配置好PP管及配件，用管件在管材垂直角切断管材，边剪边旋转，以保证切口面的圆度，保持熔接部位干净无污物3Corporate StrategiesCorporate strategies are vital for the success of a business, and different businesses have different strategie
2、s. Wal-Mart amultinational retailer, Starbucks a coffee chain store, and Facebook a social networking service and website, for example,have very different strategies to ensure their respective success.There is, however, something common to all successful corporatestrategies despite the seeming diffe
3、rences. You can find it out byyourself after reading the three stories in this unit.采用PP管及配件：根据给水设计图配置好PP管及配件，用管件在管材垂直角切断管材，边剪边旋转，以保证切口面的圆度，保持熔接部位干净无污物Unit 3Corporate StrategiesUnit Contents Lead-in Text A Text B Text C Listening Writing Speaking采用PP管及配件：根据给水设计图配置好PP管及配件，用管件在管材垂直角切断管材，边剪边旋转，以保证切口面的圆
4、度，保持熔接部位干净无污物Unit 3Corporate Strategies Lead-inActivity采用PP管及配件：根据给水设计图配置好PP管及配件，用管件在管材垂直角切断管材，边剪边旋转，以保证切口面的圆度，保持熔接部位干净无污物Unit 3Corporate StrategiesLead-inActivity Visit the official Wal-Mart website http:/ Scan the webpages and fill in the following table.Number of retail unitsNumber of employeesNu
5、mber of countries that haveWal-Mart storesFiscal year2012 salesWal-Martpurpose采用PP管及配件：根据给水设计图配置好PP管及配件，用管件在管材垂直角切断管材，边剪边旋转，以保证切口面的圆度，保持熔接部位干净无污物 Text A Critical reading and thinking Supplementary information Overview Discussion Language building-up Specialized vocabulary Signpost language Formal En
6、glishWal-Marts Foreign ExpansionUnit 3Corporate Strategies采用PP管及配件：根据给水设计图配置好PP管及配件，用管件在管材垂直角切断管材，边剪边旋转，以保证切口面的圆度，保持熔接部位干净无污物Unit 3Corporate StrategiesText Asupplementary information Ansoff Growth MatrixCritical reading and thinkingMichael Porters three generic strategiesMarket penetrationMarket dev
7、elopmentProduct developmentDiversification采用PP管及配件：根据给水设计图配置好PP管及配件，用管件在管材垂直角切断管材，边剪边旋转，以保证切口面的圆度，保持熔接部位干净无污物Unit 3Corporate StrategiesText Asupplementary information Ansoff Growth Matrix Critical reading and thinking(安索夫矩阵安索夫矩阵 )The Ansoff Growth matrix is a tool that helps businesses decide their
8、product and market growth strategy.Ansoffs product/market growth matrix suggests that a business attempts to grow depend on whether it markets new or existing products in new or existing markets.采用PP管及配件：根据给水设计图配置好PP管及配件，用管件在管材垂直角切断管材，边剪边旋转，以保证切口面的圆度，保持熔接部位干净无污物Unit 3Corporate StrategiesText Asupple
9、mentary information Critical reading and thinkingAnsoff growth matrix采用PP管及配件：根据给水设计图配置好PP管及配件，用管件在管材垂直角切断管材，边剪边旋转，以保证切口面的圆度，保持熔接部位干净无污物Unit 3Corporate StrategiesText Asupplementary information Market penetrationCritical reading and thinkingMarket penetration (市场渗透市场渗透 ) is the name given to a growt
10、h strategy where the business focuses on selling existing products into existing markets. e.g. Maintain or increase the market share of current products; Restructure a mature market by driving out competitors; 采用PP管及配件：根据给水设计图配置好PP管及配件，用管件在管材垂直角切断管材，边剪边旋转，以保证切口面的圆度，保持熔接部位干净无污物Unit 3Corporate Strateg
11、iesText Asupplementary information Market developmentCritical reading and thinkingMarket development (市场开发市场开发 ) is the name given to a growth strategy where the business seeks to sell its existing products into new markets. e.g. Exporting the product to a new country; New distribution channels; Dif
12、ferent pricing policies to attract different customers 采用PP管及配件：根据给水设计图配置好PP管及配件，用管件在管材垂直角切断管材，边剪边旋转，以保证切口面的圆度，保持熔接部位干净无污物Unit 3Corporate StrategiesText Asupplementary information Product developmentCritical reading and thinkingProduct development (产品延伸产品延伸 ) is the name given to a growth strategy w
13、here a business aims to introduce new products into existing markets. This strategy may require the development of new competencies and requires the business to develop modified products which can appeal to existing markets.采用PP管及配件：根据给水设计图配置好PP管及配件，用管件在管材垂直角切断管材，边剪边旋转，以保证切口面的圆度，保持熔接部位干净无污物Unit 3Cor
14、porate StrategiesText Asupplementary information DiversificationCritical reading and thinkingDiversification (多角化经营多角化经营 ) is the name given to the growth strategy where a business markets new products in new markets.采用PP管及配件：根据给水设计图配置好PP管及配件，用管件在管材垂直角切断管材，边剪边旋转，以保证切口面的圆度，保持熔接部位干净无污物Unit 3Corporate
15、StrategiesText Asupplementary information Michael Porters three generic strategiesCritical reading and thinkingAccording to Michael Porter, Harvard academic, business guru, strategist and author, the purpose of strategy was to gain and defend some form of competitive advantage. There are three gener
16、ic forms of corporate strategy. 采用PP管及配件：根据给水设计图配置好PP管及配件，用管件在管材垂直角切断管材，边剪边旋转，以保证切口面的圆度，保持熔接部位干净无污物Unit 3Corporate StrategiesText Asupplementary information Michael Porters three generic strategiesCritical reading and thinkingStrategy 1: Cost Leadership having lower costs than any other competitor e
17、nables either superior profits or a capacity to offer lower prices e.g. Ryan air, Asda and Wal-mart 采用PP管及配件：根据给水设计图配置好PP管及配件，用管件在管材垂直角切断管材，边剪边旋转，以保证切口面的圆度，保持熔接部位干净无污物Unit 3Corporate StrategiesText Asupplementary information Michael Porters three generic strategiesCritical reading and thinkingStrate
18、gy 2: Differentiation being able to offer customers something different to anyone else in the market, as long as it is something that customers value and will prefer 采用PP管及配件：根据给水设计图配置好PP管及配件，用管件在管材垂直角切断管材，边剪边旋转，以保证切口面的圆度，保持熔接部位干净无污物Unit 3Corporate StrategiesText Asupplementary information Michael P
19、orters three generic strategiesCritical reading and thinkingStrategy 3: Focus being acknowledged as a specialist and having expertise and knowledge of particular customers or activities and processes that are highly prized 采用PP管及配件：根据给水设计图配置好PP管及配件，用管件在管材垂直角切断管材，边剪边旋转，以保证切口面的圆度，保持熔接部位干净无污物Unit 3Corp
20、orate StrategiesText Asupplementary information Michael Porters three generic strategiesCritical reading and thinking采用PP管及配件：根据给水设计图配置好PP管及配件，用管件在管材垂直角切断管材，边剪边旋转，以保证切口面的圆度，保持熔接部位干净无污物Unit 3Corporate StrategiesText AOverview General information about Wal-MartCritical reading and thinkingSam Walton a
21、 small store in Bentonville, ArkansasIn 1992, Wal-Mart would be the worlds largest retailer. Single-minded focus on low prices: In everything we do, we are driven by a common mission: we save people money so they can live better.LocationEmployees: 21 million peopleStores 4,200 stores in the US; 3,60
22、0 in the rest of the worldWal-Mart serves customers and members more than 200 million times per week at more than 10,130 retail units under 69 different banners in 27 countries. With fiscal year 2012 sales of $443 billion, Wal-Mart employs 2.2 million associates worldwide.采用PP管及配件：根据给水设计图配置好PP管及配件，用
23、管件在管材垂直角切断管材，边剪边旋转，以保证切口面的圆度，保持熔接部位干净无污物Unit 3Corporate StrategiesText AOverview General information about Wal-MartCritical reading and thinkingWal-Mart702 SW 8th StreetBentonville, Arkansas 72716-8611479-273-4000http:/采用PP管及配件：根据给水设计图配置好PP管及配件，用管件在管材垂直角切断管材，边剪边旋转，以保证切口面的圆度，保持熔接部位干净无污物Unit 3Corporat
24、e StrategiesText AOverview General information about Wal-MartCritical reading and thinkingOperations Strategy at Wal-Mart采用PP管及配件：根据给水设计图配置好PP管及配件，用管件在管材垂直角切断管材，边剪边旋转，以保证切口面的圆度，保持熔接部位干净无污物Unit 3Corporate StrategiesText AOverview General information about Wal-MartCritical reading and thinkingWal-Mart
25、 Mexico strategies Local adaptation/customization In Mexico: meeting the local conditions, hiring local managers; building smaller stores that people could walk to; more fresh produce采用PP管及配件：根据给水设计图配置好PP管及配件，用管件在管材垂直角切断管材，边剪边旋转，以保证切口面的圆度，保持熔接部位干净无污物Unit 3Corporate StrategiesText AOverview General i
26、nformation about Wal-MartCritical reading and thinkingWal-Mart China strategies Local adaptation/customization In China: adapt its merchandising and operations strategy to mesh with Chinese culture, e.g. more fresh produce; unionization (union workers cost more to Wal-Mart!) Plus persistence采用PP管及配件
27、：根据给水设计图配置好PP管及配件，用管件在管材垂直角切断管材，边剪边旋转，以保证切口面的圆度，保持熔接部位干净无污物Unit 3Corporate StrategiesDiscussionText ACritical reading and thinking According to Ansoff Growth Matrix, what is Wal-Marts foreign expansion? New markets: Mexico, China, Germany, South Korea, Great Britain (Market development)New products:
28、 fresh produce (Product development) e.g. meat, tortillas, live turtles采用PP管及配件：根据给水设计图配置好PP管及配件，用管件在管材垂直角切断管材，边剪边旋转，以保证切口面的圆度，保持熔接部位干净无污物Unit 3Corporate StrategiesDiscussionText ACritical reading and thinking Of Michael Porters three generic strategies, which one does Wal-Mart use? cost leadership,
29、 or differentiation, or niche strategiescost leadership - a strategy of everyday low prices - single-minded focus on low prices采用PP管及配件：根据给水设计图配置好PP管及配件，用管件在管材垂直角切断管材，边剪边旋转，以保证切口面的圆度，保持熔接部位干净无污物Unit 3Corporate StrategiesDiscussionText ACritical reading and thinking What are the key success factors o
30、f such a strategy?Wal-Mart . has built its success on a strategy of everyday low prices, and highly efficient operations, logistics, and information systems (key success factors) that keeps inventory to a minimum and ensures against both overstocking and understocking.采用PP管及配件：根据给水设计图配置好PP管及配件，用管件在管
31、材垂直角切断管材，边剪边旋转，以保证切口面的圆度，保持熔接部位干净无污物Unit 3Corporate StrategiesDiscussionText ACritical reading and thinking Why did the strategy fail in Britain, Germany, and Great Britain?strong local competitorsconsumers prefer high-quality products, not as attracted by its discount strategy采用PP管及配件：根据给水设计图配置好PP管
32、及配件，用管件在管材垂直角切断管材，边剪边旋转，以保证切口面的圆度，保持熔接部位干净无污物Unit 3Corporate StrategiesSpecialized vocabularyText A Language building-upMatch the words and phrases in Column A with the definitions in Column Bgcbefhdai采用PP管及配件：根据给水设计图配置好PP管及配件，用管件在管材垂直角切断管材，边剪边旋转，以保证切口面的圆度，保持熔接部位干净无污物Unit 3Corporate StrategiesText A
33、 Language building-upSignpost language Comparison and contrast采用PP管及配件：根据给水设计图配置好PP管及配件，用管件在管材垂直角切断管材，边剪边旋转，以保证切口面的圆度，保持熔接部位干净无污物Unit 3Corporate StrategiesText A Language building-upSignpost language Comparison and contrastComplete the following sentences with the correct form of the words and expre
34、ssions in the above box. There may be more than one correct answer.1 Many consumers also lacked cars, and did not buy in large volumes _ consumers in the United States _. 2 After the hugs and kisses of the team-members, the award ceremony was, _, cold and flat. 3 The festival has been a great succes
35、s, _ last year when it rained non-stop.4 The cost of these planes is 3 million, _ the 2 million charged by their competitors.asdidin contrastunlikeas opposed to采用PP管及配件：根据给水设计图配置好PP管及配件，用管件在管材垂直角切断管材，边剪边旋转，以保证切口面的圆度，保持熔接部位干净无污物Unit 3Corporate StrategiesFormal EnglishText A Language building-upThe fo
36、llowing sentences are selected from Text A. Replace the underlined formal words with less formal ones.change; attractivearguedgoods采用PP管及配件：根据给水设计图配置好PP管及配件，用管件在管材垂直角切断管材，边剪边旋转，以保证切口面的圆度，保持熔接部位干净无污物Unit 3Corporate StrategiesFormal EnglishText A Language building-upThe following sentences are selecte
37、d from Text A. Replace the underlined formal words with less formal ones.the truth isaccepthas announced officially采用PP管及配件：根据给水设计图配置好PP管及配件，用管件在管材垂直角切断管材，边剪边旋转，以保证切口面的圆度，保持熔接部位干净无污物Unit 3Corporate StrategiesSuggested answersText A Critical reading and thinkingText A tells the Wal-Mart story to illu
38、strate how corporate strategies adapt to local culture. The story mainly draws on the cases of Mexico and China. Now read the text and fill in the blanks in the following table.Wal-Mart general strategiesWal-Mart Mexico strategiesWal-Mart China strategieseveryday low pricesh i r i n g l o c a l mana
39、gersdisplaying the meat uncovered, fresh produceefficient operations, l o g i s t i c s , a n d information systemsbuilding smaller stores that people could walk tounionizationmore fresh produce采用PP管及配件：根据给水设计图配置好PP管及配件，用管件在管材垂直角切断管材，边剪边旋转，以保证切口面的圆度，保持熔接部位干净无污物Unit 3Corporate StrategiesSuggested ans
40、wersText A Critical reading and thinkingDecide whether the following statements are true (T) or false (F) according to Text A.1 Wal-Mart avoids overstocking and understocking by selling low-quality, cheap goods. 2 Employing too many people and opening too many stores were two reasons that slowed dow
41、n Wal-Marts growth in the U.S. 3 Wal-Mart succeeded in changing Mexicos shopping culture. 4 People in some developed countries turn their noses up at Wal-Marts goods because they think such goods are of inferior quality. 5 Wal-Marts expansion in China has been a success from the very beginning. 6 Ch
42、inese customers behave similarly to Europeans. 7 Wal-Mart sales soared in China because it changed its way to sell fresh produce. 8 Trust-Mart was pushed out of business by Wal-Mart. FFTTFFTF采用PP管及配件：根据给水设计图配置好PP管及配件，用管件在管材垂直角切断管材，边剪边旋转，以保证切口面的圆度，保持熔接部位干净无污物Unit 3Corporate StrategiesSuggested answer
43、sText A Language building-upComplete the following sentences with the correct form of the above expressions.1 plays an important role in determining whether acompany is selling new products in a new or existing market.2 are no doubt dependent upon culture, education,and individual tastes among other
44、 factors.3 In a , two or more “parent” companies agree to share capital, technology, human resources, profits and losses for the purpose of executing a particular business undertaking.4 The benefits of are obvious in that foreign suppliers can help cut costs, opening a new office overseas can boost
45、revenue, and inking a contract with a foreign partner can bring expertise and contacts to the business at minimal cost as well.5 are changing in troubled times and now peopleneed to control their impulses for shopping.6 play an important role in retail sales by attracting attention through the physi
46、cal display of products.Growth strategy Consumer preferencesjoint venture international expansionShopping behaviorsMerchandising strategies采用PP管及配件：根据给水设计图配置好PP管及配件，用管件在管材垂直角切断管材，边剪边旋转，以保证切口面的圆度，保持熔接部位干净无污物Unit 3Corporate Strategies Text B Starbucks Foreign Direct Investment Critical thinking and re
47、ading Researching采用PP管及配件：根据给水设计图配置好PP管及配件，用管件在管材垂直角切断管材，边剪边旋转，以保证切口面的圆度，保持熔接部位干净无污物Unit 2 MarketingText B Critical reading and thinkingsupplementary information Growth/Internationalization strategiesDo it on ones own (organic growth, greenfield investment)Do it with a partner (joint venture, franch
48、ising 特许经营, licensing 许可经营) Mergers & Acquisition (M&A)采用PP管及配件：根据给水设计图配置好PP管及配件，用管件在管材垂直角切断管材，边剪边旋转，以保证切口面的圆度，保持熔接部位干净无污物Unit 2 MarketingText B Critical reading and thinkingsupplementary information comparing licensing with franchising franchiseelicenseerelationship with parent companyclosenot so c
49、loserights to parent companys logo and trademarkyesnorepresenting parent companys brand and imageyesnotraining and support from parent companymorelessterritorial exclusivityyesnoinitial investmenthighlowongoing charges by parent companyroyalty over profitfrequent purchase of products采用PP管及配件：根据给水设计图
50、配置好PP管及配件，用管件在管材垂直角切断管材，边剪边旋转，以保证切口面的圆度，保持熔接部位干净无污物Unit 3Corporate StrategiesText B Critical reading and thinking According to Michael Porters three generic strategies (cost leadership, differentiation, niche ), which one does Starbuck adopt? Over view Out of the three generic strategies, Starbucks