例四:
Changing the image of a product
The food and drinks company you work for is considering changing the image of one of its fruit juices.
You have been asked for your suggestion on changing the images.
What type of customer the new image should appeal tol
Whatl types of advertising would be most effective
Do you think it’s a good to change the name of al product?
What problems might there be when a product’s image isl changed?
Do you think all products can benefit from a change to theirl image?
What other things about a product do you think companies couldl change if they wanted to relaunch it?
Are products the only things thatl companies need to change in order to stay in the business?
Why do you thinkl demand for a product might fall?
最后考试结束时，老师会说Thank you. That’s the end of the speaking test.这时你就可以离开考场了。你可以向老师说完Thank you.后走出考场。
IV. Business passage reading.
Passage from India
Phenomenal growth is also taking place in outsourcing in China – although the focus is on IT and Asian languages rather than call centers and English. Joining the World Trade Organization, in April 2002, and the subsequent influx of multinationals to do business provided the spur.
A Gartner researchers in Hong Kong, Dion Wiggins, said the mainland’s advantage over India was that its companies had more knowledge of Asian character sets, most importantly Chinese and Japanese.
“This is whether the Chinese companies come in,” he said. “They’re localizing or rewriting applications to support the needs of multinationals coming into the Chinese market.”
Outsourcing was not just the domain of the English-speaking world, Mr Wiggins said. China’s eastern port city of Dalian had taken advantage of local linguistics skills and become a hub for Japanese call centres. Over the past few years Japanese companies like Hitachi and NEC had signed deals for software development with the mainland worth more than US$75 million.
He said China was attracting more research and development work, and the software industry was also rapidly expanding. Companies such as Bamboo Networks, with its headquarters in Hong Kong, now had up to 400 developers working on the mainland.
“China is definitely starting to promote its software skills, but also innovation, which is a change in culture and mindset”, Mr Wiggins said. “In the past, as a product of thinks like the cultural revolution, Chinese weren’t encouraged to innovate. The culture is definitely in reserves now.”
Analysts’ forecasts put China’s software output at equal to India’s in three years. But there is no suggestion as yet that it will usurp India’s capacity for outsourcing any time soon.
There is little doubt, though, that East Asia is increasingly a focus for companies with an eye on bigger profits. Whether Vietnam and other nations with outsourcing ambitions can join China and the Philippines will depend on whether they can meet the shifting demands of multinational firms.
Whatever their success, the trend will continue–with rising fortunes for the developing world and growing concern in developed countries as jobs opportunities dry up.
influx noun [countable]
the arrival of large numbers of people or large amounts of money, goods etc, especially suddenly 大量涌入
influx of
a sudden influx of cash
massive/great/huge etc influx
a large influx of tourists in the summer
hub noun [countable] 1 the central and most important part of an area, system, activity etc, which all the other parts are connected to 中心
ￚsynonym centre
hub of
Birmingham is at the hub of Britain’s motorway network.
the commercial hub of the region
usurp verb [transitive]
formal to take someone else’s power, position, job etc when you do not have the right to篡夺
There were a couple of attempts to usurp the young king.
ￚusurpation noun [uncountable]
V. Homework
PART ONE
Questions 1-8
Look at thel statements below and at the five advertisements for postgraduate business courses held at five different institutions on the opposite page.
1.You can spend part of this course at a different educational institution if you want to.
2.Work experience in the world of business is offered as part of this course.
3. Other institutions use a method that this one invented.
4. This institution has won a prize for its achievements.
5. At this institution, you can do a short course first to prepare you for the postgraduate business course held there.
6. Representatives of this institution will be publicising the courses offered.
7. You might be able to get some financial help towards the cost of this course.
8. On this course, you learn how to get the best results from the people who work for you.
A
UNIVERSITY OF PORTCHESTER-MASTERS IN BUSINESS ADMINISTRATION
Why choose Portchester Last year we received the prestigious King’s Award for Excellence in Business. We have a tradition of academic excellence, with 30 years of MBA experience within a 70-year-old business school and a 200-year-old university. We offer a two-semester MBA programme with the emphasis on economic analysis and rigorous thinking. Each year, 110 students from all over the world are carefully selected to do the course. We also offer a 6-week pre-MBA programme for students without previous in-depth business experience.
B
THE EXTON BUSINESS SCHOOL – MASTER IN BUSINESS ADMINISTRATION
The Exton Business School MBA, taught by experts in the field, enjoys international recognition. This programme attracts high flyers from 55 countries, who contribute to the culture of excellence. This is the MBA which gets results, and it will be your passport to success in the global business community. The programme lasts 21 months, starting each October. We will shortly be giving a series of presentations on our programmes in different cities around the world. For further details on these, please contact Janet Fairclough on the number below.
C
University of Newhaven-MBA
Let the University of Newhaven prepare you to meet the challenges of the global marketplace. In 23 months you will gain a Master of Business Administration degree and a Certificate in International Business. This MBA gives students the opportunity to spend 6 weeks on a placement with an international company, as well as on-going language training in the major world languages. The University of Newhaven offers a limited number of scholarships to home and international students. We also offer an Advanced Management Programme for senior executives who want to strengthen their ability to meet the challenger of intensified global competition and improve their organization’s results.
D The Connaught Institute – Advanced Industrial Marketing strategy
Keep up to date with the latest concepts in business-to –business marketing with our Advanced Industrial Marketing Strategy, and gain the skills you need to outperform the competition. We are the acknowledged leaders in the field of Industrial Marketing Strategy. The acclaimed approach developed by our MBA department includes the leading edge ECONOMIX technique adopted by top business schools around the world. At the Connaught Institute you will discover the value and application of the concepts that underpin successful marketing strategies. The programme will also identify the dynamics of customer-supplier relationships, how to structure profitable alliances, and how to motivate staff.
E
CATISFIELD SCHOOL OF MANAGEMENT-MASTER OF SCIENCE IN INTERNATIONAL BUSINESS
This is an invitation to join one of Europe’s leading business schools in an MSc programme for people who wish to pursue a career in international management. This intensive, challenging, two-year programme will provide you with a thorough grounding in the central theories and research traditions of international business, with the emphasis on international marketing. This mind-stretching experience prepares students for the challenges they will face in the world of business today. Other specifications available include marketing, strategy, and financial economics. Exchange programmes with other prestigious universities in the field are also offered.
