market_leader_3e_-_intermediate_-_teachers_book (852197), страница 47
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The move tothatsellthealmostcompany, whicheveryelectricalsellsandelectronicproductinJapan.hasimaginableundergoneoverI0thepastsoyears.sstolaunch111white goods in Europe i sbackedbytherevampedwhilesothereofotherwasproductsi n terestfrombuyers. including i n the UK. forbeliefits new fuel cell-based systemsthat it has an edge in greentechnologies. such as low powerthat generate heat and power athome.consumption.Panasonic · slaunchthatwillappeal© Pearson Education Limited 2010 PHOTOCOPIABLETEXT BANK ... ...
UNIT 91 Look through the whole article to find twobusinessmen. Who are they, and what aretheir jobs?�\2 Use appropriate forms of expressions fromparagraph 1 of the article to complete theanswers to these questions.a) Is it easy to make money in the European whiteb)c)d)e)f)goods market? - No, ifs very . . . .
. . . . . .Is it wise to try to enter this market? No, it may be . . . . . . . . . .Is this market growing fast? - No, ies . . . . . . . . . .Does Panasonic avoid taking risks? No, it has a . . . . . . . . . .Do most Europeans prefer top-loading washingmachines? - No, they . . . . . . . . . .Is Panasonic going to sell the same productsas in Japan? - No, the products . . . . . . . .
. .3 Choose the alternative with the closestmeaning to the expression in italic.a) The arrival of such a deep-pocketed competitor ...b)c)d)e)f)(lines 1 5-16)i) well-dressedii) long-establishediii) well-funded... will shake up a market ... (lines 1 6-17)i) stabiliseii) transformiii) grow... dominated by European brands such asElectrolux and Bosch ... (li nes 1 7-19)i) where European brands sell the mostii) where European brands are less successfuliii) where only European brands are sold... and is set to be the first of many new areas thatPanasonic invades. (lines 19-2 1)i) withdraws fromii) starts to sell to in large quantitiesiii) does research i nThat Panasonic i s able to make such movesreflects the transformation that the company, ...(lines 21-24)i) showsii) deniesiii) contradicts...
which sells almost every electrical andelectronic product imaginable i n Japan, hasundergone over the past 10 years. (lines 24-28)0 imposedii) overcomeiii) been through5 Read paragraphs 4 and 5 and decide if thesestatements are true or false.a) Panasonic•s Overseas Sales Director decided tosell white goods to Europe.b) The project took one and a half years to put intoaction.c) Panasonic•s managers think that it is better atproducing environmentally friendly products thansome other companies.d) Panasonic's President is quoted talking aboutthese technologies.e) One example given of an environmentaltechnology is in relation to the amount ofelectricity that their products use.f) Panasonic thinks it might be difficult to attractEuropeans to these products because tastes aredifferent there.g) The company is expected make a loss this yearbut it will be less than a tenth of sales revenue.h) In five years, the com pany hopes to have sales ofabout €520 million in Europe.6 Find expressions in paragraphs 5 and 6 withthese meanings.a) an intermediate stage (two words)b) devices to help people to hear better (two words)c) devices to produce energy (four words)d) electricity (one word)e) in addition to (three words)f) objective (one word)g) selling products for the first time (one word)h) to produce (one word)Over to you 1What other consumer goods are modified to reflectdifferent tastes around the world? (Product size,characteristics, etc.)IiL..::.�._:: - -Over to you 2What information and advice would you give to awhite-goods manufacturer trying to sell in your countryfor the first time? (Main competitors, sales outlets,pricing, etc.)4 Read paragraph 3 and answer thesequestions.a) Why was Panasonic less competitive globally?b) What did it do to compete more effectively?PHOTOCOPIABLE© Pearson Education limited 2010147UNIT9I nternational m arketsB U S I N ESS-TO-BUS I N ESS E-COMMERCE.�'- ..-,..·: _:·..Before you readHow important is e-commerce in your country for:a) consumers (for example, eBay and Amazon)?b) business-to-business?ReadingRead this article from the Financial Times and answer the questions.FTLEVEL OF DIFFICULTYe e 0Alibababy Kathrin H i l leEvery time a salesperson at onlinetradingssiteAlibabasignsup30milliontriumph.
B u t today they have beenmodelistheassumptionA l i baba'so f itsbusiness-28.7registeredusersare in its home market. To soften60the blow. Alibaba has providedloansThe key to A l i baba's businessin excess of R m b I bn toSMEs that would otherwise havethatstruggled to get money.onlinesmallandmedium-sizedenterprises (SME) are those thattrading platform for businesses,can benefit most from the Internetis being interviewed in the openbecause it gives them access togeographicplan office.
If Mr M a feels mostbuyers they would otherwise onlyfinancial crisis, we were helpingtheworld'slargest35B u t a bigger change for Mr Ma'sC> scompany i s the group's shiftingfocus.meet at trade shows. With accessChina'swe are thinking about helpingclosest to what the 44-year-oJda l s o reduces their dependency o nhas been doing over the past 1 5market-dominant clients.of the I nternet and convincingNowSMEs in the other parts of theworld.HelpthemsellacrossWal-Mart,the nations. Help them to sellthese big-size buyers, k i l led ato China,' he says. ' I n the next'Companies4510abroad.thisto a wider pool of customers, i t-10products' Beforeit is because their work comesyears: preach ing the importancelikelot of SMEproducts on Alibaba 's business-M a .
' B u t now most o f the S M Eto-business e-commerce website.buyers and sellers started to doa global platform for SMEs tobusinessexchange products.'registered users worldwide andgeneratedrevenuesofso-Althoughissssoothers,faraChina'ssoeconomyfaringbetterthandomestictradehaspure China exporting centre toInthe pasts i x months, Alibaba has madebecause of the Internet. So 1 think43 per centintends to hire another 4,500 this1sworldbelieve small is beautiful.'up from the previous year. Thegroup employs 1 2 ,000 people andthroughout theMrthe world has moved.
1 strongly2.2bnrenminbi ($322m) i n the first n i nemonths of last yearbuyers,' says1 0 years, we are moving from acompanies to pay for offering theirToday, A l i baba has 36 million148leadingwhich Mr Ma founded in 2003.comfo11able next to his sales force,25China'sconsumer e-commerce platform,of20Taobao,entire sales department cheers i nJack M a , founder and chairman15ofandan imp011ant new account, theasked to keep the noise down, as10year.
It also controls Yahoo Chinabigpushinthisdirectionwith a programme called ExporttoChina,whichoffersnonChinese sellers vi.rtual Chi neselanguage storefronts.slowed, affecting a large chunk© Pearson Education Limited 2010 PHOTOCOPIABLETEXT BANK .... UNIT 91 Look through the whole article and matchthe figures to the things that they refer to.1a) jack Ma's age12,0002 1534567b)the number of employees atAlibaba28.7 million c) the number of years Alibabahas existedd) the number of people to be44recruited by Alibaba this year4,500e) the number of Alibaba'sregistered users in Chinaf ) Alibaba's revenues for the first36 millionthree quarters of last year$322 million g) the number of Alibaba'sregistered users worldwide2 Find expressions in paragraph 1 of thearticle that mean the following.a) workplace without wallsb) telling people about the benefits of somethingc) shout with joyd) relaxed\extract below with an appropriate form ofone of the expressions in the box.•supply•reduce the negative effects•perform•part•internal (used twice)•find it difficultAlthough China's economy is so far faringal betterthan others, domesticbl trade has slowed, affectinga large chunkcl of Alibaba's business - 28.7 millionof its registered users are in its homedl market.
Tosoften the blowel, Alibaba has providedfl loans inexcess of Rmb1bn to SMEs that would otherwisehave struggledsl to get money.5 Combine the words in the box below to makeexpressions from paragraph 6 that refer tothe following.a) websites in Chinese for companies outside Chinawho want to sell there (4 words)e) persuadingb) suppliers not based in China or run by Chineseg) group of salespeoplec) changing emphasis on different parts of the worldf) between companies rather than consumers�4 Replace each expression in italic in theh) get a new customeri) be quieter than usual3 Read paragraphs 2 to 4 and decide if thesestatements are true or false.a) Alibaba's revenues for the whole of last year willbe less than Rmb2 billion.b) There are nearly seven renminbi (Rm b) to thedollar.c) The increase in revenue in relation to the previousyear is more than 40 per cent.d) By the end of this year, Alibaba will employ nearly17,000 people.e) Jack Ma's group only deals with business-to-business e-commerce.f) Alibaba gives small businesses access to a largernumber of customers.g) The customers that SMEs can find on Alibabaare the same ones that they would meet at tradefairs.h) SMEs until now have relied on a few, very largecustomers.i) Large buyers in the past pushed out smaller ones.j) The world has changed, according to Mr Ma.PHOTOCOPIABLE© Pearson Education Limited 2010Ipeople (3 words)(3 words)d) a website that has users all over the world(2 words)e) a website used only by companies based in Chinathat want to sell abroad (4 words)f) a period when banks do not lend, businesses gobust, people lose their jobs, etc.
(2 words)virtualstorefrontsshiftingsellerspureplatformnon-ChineselanguageglobalgeographiccentrefinancialexportingcrisisChineseChina·:·; :)):: :.0�1' �/: /?/\''! ·'':,·:·: : :�:·::'·:// :. .·. :,' . / ·. } .:,;:.:.·· ·,':�j;;i ; 1:tjJfocus. ,, .Over to you 1Imagine that you work for an SME. Would you use theInternet to buy supplies, equipment, etc. from anotherSME that you had never heard of in another country?What guarantees would you require?Over to you 2In what ways has the Internet made it easier for smallcompanies to do business, apart from e-commerce?149UNIT10Eth i cs-··r-. .,/;ETH ICAL CVS.:.�Before you readIn some places, employers are using Google to check the informationin job applicants' CVs.
Is this reasonable? Why? I Why not?ReadingRead this article from th e Financial Times and answer the questions.FTe e 0LEVEL OF D I FFICULTYBeware the risky business of resume fraudby Jonathan Guthrie-fmX-ftiJ)>zRecent research by the CharteredInstitute of Educational Assessors"sbankeror lied on a curriculum vitae.d i rector.'applicantsclements applicants may safelyThe level of lying i s increasingclose up suspicious gaps in theirleave out.
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