1、“文档中国”搜集整理 “文档中国”搜集整理 Unit 15 Company strategy Conditional 1 1. Listening listen to the discussion about company strategy. Match the conditions to the results. The first one has been done for you Conditions: 1. Reduce prices 2. Margins smaller 3. Increase production 4. Invest in new plant 5. Upgrade
2、 product 6. Higher prices 7. Reduce manufacturing costs 8. Sub-contract production Results a. Cut unit costs b. Job losses c. Reduced sales d. Market share increases e. Cut profits f. Unit costs come down g. Higher profits h. Adapt to market Listening Task A：We need to define a new strategy but this
3、 strategy must be flexible enough to take account of changing market conditions. B：I agree. Our main objective must be to gain market share, and to do this we must reduce prices. A：So are you sure that if we reduce prices, our market share will increase? B：Yes, Im sure. C：Thats probably true, but if
4、 we reduce prices, our margins will be lower and that will cut profits. B：In the short term thats right, but we can slowly increase production, and with increased production, well cut unit costs. C：Thats really a long-term prospect. Unit costs can only come down if we invest in new plant and machine
5、ry. A：Let s stop there a minute and try to define our strategy in two directions-firstly, the market and secondly, manufacturing. Do we agree that increased market share is the objective? “文档中国”搜集整理 “文档中国”搜集整理 C：No, I dont agree. I think we should go for higher profitability. If we can upgrade the p
6、roduct, well get better prices and therefore higher profits. B：Look, the market is already very competitive and getting more so. If we increase prices, whatever the quality, sales will drop rapidly. A：Right, lets look at it from the other point of view-manufacturing. C：Well, if we can reduce costs i
7、n manufacturing, that must put us in a strong position to adapt to the market. The only way we can be flexible enough is to sub-contract more of the production. B：But itll mean job losses if we do that. C：Yes, but the jobs that remain will be more secure. 2. Presentation In this extract from a meeti
8、ng conditional sentences were used to express possible results. The construction used was: 请见附图 15-2-1 Note: The present simple is used in the condition. The future with will or a modal in the present is used in the result. We often reverse the sentence: 请见附图 15-2-2 3. Controlled practice Make condi
9、tional sentences from the prompts below. You must decide which is the condition and which is the result, and use an appropriate verb, where necessary. e.g. Sales in crease/good advertising campaign Sales will increase if we have a good advertising campaign. if there is a good advertising campaign. 1
10、. More satisfied customers/improve the delivery service 2. Rationalize production/unit costs reduced 3. Job losses/rationalize production 4. Install robots/lower labour costs 5. Price war/competitors enter the market 6. Charge higher prices/upgrade the product 7. Earn larger profits/increase our mar
11、gins 8. No research/no new products 9. Not offer better salaries/not attract the best people 10. Fewer meetings/more time to do the job 课文注释及词汇讲解 * define 明确 e.g. We need to define a new strategy. 我们有必要制定新的策略 There is a downturn in the market but it is hard to define exactly why. 市场有下降趋势，但很难准确地指明原因。
12、 “文档中国”搜集整理 “文档中国”搜集整理 * enough 足够，充分地 enough 一般放在形容词的后面，但可以放在名词的前面或后面。Enough 放在名词前面时意味较重，放在名词后面时则较弱。 e.g. We have enough capital to establish a new plant. 我们有足够的资金建一个新厂。 The marketing strategy must be flexible enough to adapt to different market situations. 营销策略必须足够灵活，以适应不同的市场情况。 * take account of
13、. 考虑，重视 e.g. When pricing our products, we have to take account of our competitors prices. 在给产品定价时，我们必须考虑竞争对手的价格。 * margins 差价销售价与成本之差 ，毛利毛利也可以说 gross margin * profits 利润 毛利扣除管理费用和销售费用等便是利润 该词常与 cut, lower, make, get 连用。 e.g. If we reduce prices, our margins will be lower and that will cut profits.
14、如果我们降低价格，毛利将减少，这将造成利润的减少。 * whatever 无论什么 e.g. If price goes up, whatever the quality, sales will drop. 如果提高价格，无论质量怎样，销售量都会下降。 Whatever you say, I will not forgive your late delivery this time. 无论你说什么，我都不会原谅这次迟供货。 * subcontract 分包 指承包商将其承包的项目再转给其他人 subcontractor 分包商 e.g. We have to subcontract the p
15、roduction to small factories since time is limited. 由于时间有限，我们不得不将生产转包给一些小厂家。 * put sb. in . position 将某人置于位置或处境中 e.g. The breach of contract put us in an unfavorable position. 违反合同使我们陷入不利境地。Unit 15 附图“文档中国”搜集整理 “文档中国”搜集整理 Unit 15 听力译文 A：我们需要制定一个新的策略。这个新策略必须灵活，能考虑到变化着的市场情况。 B：我同意。我们的主要目标是争取市场份额。为达到这个
16、目的，我们必须降低价格。 A：那么，你敢肯定降低了价格，我们的市场份额就会增加吗？ B：是的，我敢肯定。 C：这是很有可能的。但如果我们降低了价格，毛利就会减少，这将使利润减少。 B：短期说来是那样的。但是我们可以逐渐扩大生产，生产扩大了就可以降低单位成本。 C：那可真是远期的前景。只有当我们投资于新的厂房和机器时，单位成本才能降低。 A：这个问题先放一会儿。我们来试着从两个角度制定策略道德是市场，其次是生产。我们的目标是增加市场份额，大家同意吗？ C：不，我不同意。我认为我们应当追求更高的利润率。如果我们能提高产品档次，我们就能卖更高的价钱，从而就能获得更高额的利润。 B：你看，市场竞争已经
17、很激烈了，而且越来越激烈。如果我们提高价格，不论质量如何，销售额都会很快下降。 A：对。我再从另一个角度 生产方面来看一下。 C：嗯，如果我们能降低生产成本，那将使我们有能力适应市场。要使我们足够灵活，唯一的办法是将更多的生产分包出去。 B：但那样做意味着有人失业。 C：对，但剩下的职位将更有保障。 Exercises-A 请用括号里的词或词组翻译下列句子。 1. 我们需要制定一个新政策，该政策必须考虑到变化着的市场条件。(define, take account of) 1. 如果我们降低价格，毛利将减少，那将使利润减少。(margin, profits) 1. 我认为我们应该追求更高的利润
18、率。(go for, profitability) 1. 如果我们能改进产品，就可以卖更高的价格，从而获得更高的利润。(if. will., therefore) 1. 在日用消费品市场上如果提高价格，无论质量如何，销售量都将快速下降。(if . will., drop) 1. 如果能降低成本，那将使我们更有实力适应市场。 （if . will., put in a better position, adapt to） Exercises-B 请仿照例句，回答下列问话。 What will happen if Cheryl isnt offered the job? (she/apply/el
19、sewhere) If Cheryl isnt offered the job, she will apply elsewhere. What will happen if you cant keep the appointment?(I/telephone/apologize) I will telephone and apologize if I cant keep the appointment. 1. What will be the result if Wealds products are not well advertised? (their sales/fall) 1. Wha
20、t will be the effect if your supplier stops your discount? (we/consider/using another supplier) 1. What will happen if the speaker cant come to the conference? (we/look “文档中国”搜集整理 “文档中国”搜集整理 for/replacement) 1. What will you do if the FCA flight is cancelled? (I/look/another airline) 1. What will be
21、 the result if your market share decreases suddenly? (there/be/drip in revenue) 1. What will be the result if the value of the pound falls? (our exports/be/more competitively priced) Exercises-C 在条件复合句中，如果 if 从句用现在时态，主句可以用现在时态用某些情态动词 ，也可用将来时态。 e.g. I can keep the price at the same level if you can i
22、ncrease the order. 如果贵方能扩大订单，我方将保持该价格水平。 If price falls, I will let you know. 如果价格下跌，我会告诉贵方的。 下面请仿照例句造句，注意使用正确的时态。 1. the parts/arrive on time/production/start immediately 2. you/call tomorrow/I/have time to talk 3. you/increase the order/I/lower the price 4. we/not leave soon/we /arrive too late 5.
23、 we/take the quality control seriously/standards/improve 6. they/promise to deliver on time/we/can be sure they will 7. you/tell me your arrival time/I/meet you at the airport Translation 圣诞节装饰用品公司考虑到近年来欧洲经济不景气、市场不活跃，决定采取新的策略。为赢得市场份额，他们决定适当降低某些产品的价格，如木制天使和铜铃；与此同时为保证利润，还将努力降低单位成本。另外为晚好地适应市场情况，他们将开发一些
24、新饰品，并运用高科技成果将原有产品升级换代，使自己具有竞争的优势，从而获得更高的利润率。 Key to Exercises-A 1. We need to define a new strategy which must take account of changing market conditions. 2. If we reduce prices, our margins will be lower and that will cut profits. 3. I think we should go for higher profitability. 4. If we can upgra
25、de the product, well get higher prices and therefore higher profits. 5. In the market of everyday consumer commodities, if we increase prices, whatever the quality is, sales will drop badly. 6. If we can reduce costs, that must put us in a better position to adapt to the market. Key to Exercises-B 1
26、. If Wealds products are not well advertised, their sales will fall. 2. We will consider using another supplier if our supplier stops our discount. 3. We will look for a replacement if the speaker cant come to the conference. “文档中国”搜集整理 “文档中国”搜集整理 4. I will book another airline if the FCA flights is
27、 cancelled. 5. There will be a drop in revenue if our market share decreases suddenly. 6. If the value of the pound falls our exports will be more competitively priced. Key to Exercises-C 1. If the parts arrive on time, production will start immediately. 2. I will have time to talk, if you call tomo
28、rrow. 3. If you increase the order, I can lower the price. 4. We will arrive too late, if we dont leave soon. 5. If we take quality control seriously, standards will improve. 6. If they promise to deliver on time, we can be sure they will. 7. If you tell me your arrival time, I will meet you at the
29、airport. Key to Translation Taking account of the recession of the European economy and the stagnant market in these days, Christmas Decor Co. have decided to define a new strategy. To gain greater market share, they decide to lower prices for some products, such as wooden angels and bronze bells. M
30、eanwhile, to guarantee profits, they will cut unit costs. In addition, to better adapt to the market conditions, they are going to develop some new decorations and to upgrade the products by using advanced technology. In so doing they will put themselves in a strong position to go for higher profitability.
