大學體驗英語視聽說教程4unite4文本與答案

1、Unit 4 Secrets to Win the Chinese MarketLesson OneVideo StudioTask 1 Matching & Predictingin terms ofsimilar tolay outtend tonothing more tha n1. So what I wan ted to do is sort of lay out all the China rookie mistakes that people make.2. Guanxi is really nothing more than your network or you co

2、nnections.3. There s gonna to be differences in terms of whether it is in the north or in the south, or in the west, or in the east.4. If you are doing bus in ess from a corporate sett ing, a lot of the people tend to be in these first tier cities.5. The way of doing bus in ess from a corporate sett

3、 ing in the first tier city is going to be very similar to what you are gonna see on the international stage.Task 2 Bridging the GapChina is a huge market. But if you are going to be targeting your marketif you are going to be in ain Shanghai, it s going to be very different than second or even in a

4、 third tier city.First tier cities are what people used to call the most cosmopolitan, themost advaneed, and the most international . However, the mostchalle nging aspect and therefore the most opport un ities lie in the sec ondTask 3Checkinglfy&u aC ooWpr© h 冃£百0 comi ng into a seco n

5、d or third tier city, thenit would not be necessary to have the Ianguage. But if you are a smallentrepreneur, building everything from the ground up, not having the Ianguage will certainly make the whole thing a lot more challenging.1. Where East Eats Westis for the pers on who spe nds most of his t

6、ime in the boardroom. Correction: It is for the person who is on the ground and in the trenches.2. For a lot of foreigners coming to China, they overestimate the concept like“ace" or guanxi.Correction: They underestimate the concept like face" or guanxi.3. Chin ese market is on ly diversif

7、ied in terms of three tiers. Correction: It is also diversified in terms of its geographic locati on.4. No foreign companies ever venture into the third tier cities of China. Correction: Some companies are venturing into the third tier cities of China.5. Sam Goodma n believes it is critical for fore

8、ig n en trepre neurs to speak Man dari n if they do bus in ess in China.Correction: He thinks it depe nds.Lesson TwoVideo StudioTask 1 Matching & Predictingadd tobase onbe in con siste nt withon paperbe respectful of1. We don' want to do anything that would be inconsistent with how people wo

9、uld view an outsider.2. I was talking about coming to China, and being respectful of the heritage here.3. I would say it s a premium product and a premium price, based on what it is we deliver to the con sumer.4. And have you ever thought of add ing a tea cha in to your bus in ess? Starbucks tea.A f

10、ew years back, I had the brilliant idea that we should publish our own magazine, and, you know, on paper it looked like a great opportunity.Task 2 Bridging the Gap1. To respect the Chinese cultureWe do not want to do anything that would dilute the integrity of heritage. and_ culture, of the_ Chinese

11、 people.2. Premium price for premium productThe price of coffee we buy is significantly higher than most people in coffee _bus in ess. And People really do feel there's good value for the experie nee in the Starbucks store.a3. Not to displace teaLocalizati on Strategies of Starbucks in China4. T

12、o enhance the core businessStarbucks is not coming to China to displace the love people have for tea , but to create a compleme ntary beverage experie nee.The importa nt thing in this cha nging world is preservi ng and enhancing your core bus in ess, so that it's not diluted by other things you

13、do.Task 3 Checking Your Comprehension1. Who reported that Starbucks was being disrespectful of the history and culture of China? Answer: A local blogger.2. Where is the audie nee from?Answer: The Chi na Europe Intern atio nal Busin ess School.3. How much does tea con tribute to Starbucks sales in th

14、e past 30 years?Answer: Less than 1%.4. Which product did Starbucks once in vest but proved to be a total failure?Answer: The Starbucks magazine.5. How does the Chairman look at Starbucks ' success?Answer: It is not an entitlement and it has to be earned.Home ListeningIt sounds like Mission Impo

15、ssible: Sell coffee to China 's tea drinkers. Starbucks ' solution is to select high-profile locations on the 1) busiest streets, where stores are sure to seduce the see-a nd-be-see n set.As Starbucks 2) launches an aggressive expa nsion in China, a coffee fron tier steeped in n early 5,000

16、years of tea. The goal: to build hip hang-outs that tap into a new taste for China's 3) emerging middle class.Starbucks China doesn' plan any advertising, 4) promotions or other marketing strategies, aside from spon sori ng an on-I ine coffee club and the occasi onal office-tower coffee tast

17、i ng. In stead, the compa ny is counting on select ing such high-visibility, high-traffic cafe locatio ns that they market themselves. Its main advertising 5) medium is the store itself.Yet Starbucks faces an uphill battle. Local media reported that 70% of people they surveyed would rather not see t

18、he chain in Beijing ' 6) Forbidden City. And even for middle-class Chin ese, Starbucks is a 7) barely affordable luxury. While retailers say a top marketi ng weap on in urba n China is to charge more for public 8) consumption That 'because Chin ese customers have different priorities than their American yuppie counterparts. Guys 40 years old are not coffee drin kers, 9) but if the environment is good and the