大学体验英语视听说教程4 unite4文本与答案

Unit 4 Secrets to Win the Chinese Market Famous Quote

Coming together is a beginning, staying together is progress, and working together is success.

— Henry Ford

Henry Ford (1863 — 1947): the American founder of the Ford Motor Company and father of modern assembly lines used in mass production. His introduction of the Model T automobile revolutionized transportation and American industry.

Unit Overview

With the rapid growth of the Chinese economy and more frequent exchange between China and the outside world in every aspect of life, more and more foreign companies show their interests in Chinese market, take actions to invest in China, and carry out comprehensive strategies to win Chinese customers. This unit tackles not only the theoretical discussion but also the case study of foreign companies ‘ business activities in China. Students are provided with plenty of opportunities to read, listen, discuss and investigate on this topic.

In this unit, you will

∙ consider the strengths and weaknesses of foreign companies in China through listening, viewing and reading

∙ discuss the secrets for those companies to win Chinese market through guided activities ∙ conduct a poll of your peers on ―Public Preferences to Foreign Brands‖

∙ pick up useful words and expressions

∙ learn to reflect on your own learning and comment on that of your peers

∙ learn to think independently, critically and creatively

Background Information

Sam Goodman‘s new book Where East Eats West has already been causing a stir in the West. Already part of the MBA curriculum for Boston College and University of Texas, this book is an accessible, easy to read guide to doing business in China. Unlike many other books of the same nature, Goodman writes in a fun, easy-to-digest style that makes it popular amongst people from all walks of life. Drawing from his first hand experience in China, the book is an unparalleled guide that offers a refreshing tone to what can be a frustrating topic.

Entrepreneurs en route to China are hungry for many things –new experiences, challenges, accomplishments and, of course, money. But in far too many cases, these newbies learn too late that China — where business is king and everyone is looking out for No. 1 — eats young entrepreneurs for breakfast.

For those wishing to avoid being caught in the grinding economic jaws of the motherland,

Sam Goodman‘s book is an essential read.

Mr. Goodman‘s best nuggets of wisdom on the particularly unique aspects to doing business in China are his explanations of the importance of ―giving face‖ in Chinese and Asian culture. He also points out the importance of ―guanxi ‖ or connections with important people who one can turn to for help. However, it is refreshing to see that guanxi is not overly emphasized, as the concept often is in Western books on China, as Mr. Goodman states: ―By the way, I doubt there is any more corruption in China than there is anywhere else. It‘s just more ‗accessible‘ here to ordinary folks like you or me.‖

Mr. Goodman also states something that many Americans should take to heart: ―A good contract is a good… beginning!‖ One wants to hammer out a good contract, but there is a lot more to business than what is inside the four corners, and a good businessman has to be aware of this.

Mr. Goodman‘s personal experience as an entrepreneur starting up a chain of sandwich shops in Beijing is a good narrative and interesting for entrepreneurs navigating through business in China.

Topic Preview

1. Read the passage on page X and learn the useful expressions related to business.

2. Log on line and search for information concerning Where East Eats West by Sam Goodman. Learn about the author’s opinion.

Lesson One

Lead in

Task 1 Describing the Picture

Read through the Supplementary Reading on page X , and answer the following questions.

1. Why is brevity one of the strengths of Mr. Goodman‘s book?

neither want to nor have the time to read an encyclopedia on the subject.

2．Who would probably most benefit from Mr. Goodman‘s book?

People who have never done business in a foreign country before and seek to start one in China.

3. Did Mr. Goodman accumulate enough experience of doing business before he came to China?

No, never. He started his business of a chain of cafes while he studied in BLCU.

4. Does Mr. Goodman‘s book mention how to deal with interpersonal relationship when doing business in China?

Yes. He writes on how to avoid offending one‘s new friends and colleagues, and he also tackles how to break down the basics of ―face ‖, ―guanxi ‖, etc. in China.

5. Did Mr. Goodman‘s book enjoy great popularity in the U. S.?

Yes. His book is now part of the MBA curriculum in business schools at several U. S. colleges and universities.

Read through the words in the left-hand column, and match each of them with the appropriate meaning in the right-hand column.

1. enormously A. to make people confused because they do not understand sth.

2. ally B. extremely important

3. mystify C. very; very much

4. tier D. connected with a corporation

5. corporate E. a person who helps and supports sb. who is in a difficult situation

6. critical F. one of several levels in an organization or a system

Key: 1-C 2-E 3-A 4-F 5-D 6-B

Audio Studio

Word Bank

1. embassy

2. peer n. n. a group of officials led by an ambassador who represent their government in a foreign country 大使馆 a person who is the same age or who has the same social status 身份

（或地位）相同的人

1. Why do more and more western companies want to do business in China?

A) It is easier to do business in China than in other parts of the world.

B) China’s economy grows very fast and China provides great opportunities.

C) Chinese people are in great need of electronic goods.

2. Which tip is NOT given in the audio clip?

A) To build a relationship after you do business.

B) To find a reliable Chinese ally to work with you.

C) Never criticize or insult someone in front of others.

Listen to the audio clip again, and answer the following questions.

1. What is the percentage of the world‘s electronic goods made in China?

Eighty percent.

2. Who gives these tips for a westerner to do business in China?

The British Embassy in Beijing.

3. What can your business partner gain, if you praise him or her by saying good things about

them?

They gain face.

http://www.chinadaily.com.cn/language_tips/2007-03/06/content_820042.htm Video Studio

Word Bank

1. rookie

2. trench

3. nuance

4. setting

5. utility belt

6. venture

7. severely

n. n. n. n. n. v. adv. a person who has just started a job or an activity and has very little experience 新手 a long deep hole dug in the ground in which soldiers can be protected from enemy attacks 战壕 a very slight difference in meaning, sound, colour or sb.‘s feelings that is not usually very obvious 细微差别 a set of surroundings; the place at which sth. happens 环境、背景 a belt a worker wears around his waist to carry different kinds of tools 工具腰带 to go somewhere even though you know that it might be dangerous or unpleasant 敢于去（危险或令人不快的地方） badly, seriously 严重地

Complete the following statements with the phrases given below. Predict what will be talked about in the video. Then check your answers after watching the video clip.

in terms of similar to lay out

tend to nothing more than

1. So what I wanted to do is sort of all the China rookie mistakes that people make.

2. Guanxi is really 3. T here‘s gonna to be differences whether it is in the north or in the south, or in the

west, or in the east.

4. If you are doing business from a corporate setting, a lot of the people tier cities.

5. The way of doing business from a corporate setting in the first tier city is going to be very

Watch the video clip and complete the notes.

corrections where necessary.

1. Where East Eats West is for the person who spends most of his time in the boardroom.

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 ―face ‖ or guanxi .

They underestimate the concept like ―face ‖ or guanxi .

3. Chinese market is only diversified in terms of three tiers.

It is also diversified in terms of its geographic location.

4. No foreign companies ever venture into the third tier cities of China.

Some companies are venturing into the third tier cities of China.

5. Sam Goodman believes it is critical for foreign entrepreneurs to speak Mandarin if they do

business in China.

Source

http://forum.putclub.com/viewthread.php?tid=213456&extra=page%3D1%26amp%3Bfilter%3Dtype%26amp%3Btypeid%3D9

Speaking Workshop

Expressions & Structures to Use

the audio and video clips. Then prepare an oral presentation with the help of the tips.

described. You are expected to share your ideas and justify yourself in this process. Use as many phrases from the “Expressions & Structures to Use” box as possible.

Situation

1. Work in groups of four. One acts as a manager in one KFC restaurant, and

three group

members act as a family who comes to the restaurant to celebrate their son‘s/daughter‘s 10th birthday. The manager tries to find out whether they are satisfied with the food and service they have. The family members would give their own comments, suggestions or complaints.

2. You have 15 minutes to discuss within your own group.

3. Several groups will be selected to present their role plays. The rest of the class will vote for

the best performance.

Project Bulletin

Work on the following real-life project with your group members and present your report in the next class.

Real-Life Project

Work in a group of six to eight. You and your group members are going to write a report to your local newspaper on ―the Public Preference to Foreign Brands ‖. You plan to carry out an investigation in your area. You will randomly choose people to interview and ask them to give five foreign brands they like most and five they dislike most. Summarize and analyze the data you collect, try to find out the reasons behind people‘s preferences, then present a report on it.

Lesson Two

Lead in

Task 1 Brainstorming

Please compare the catering culture, i.e. the culture of food and drink, of China and the U.S.. Share your opinions with your peers.

meaning in the right-hand column.

1.

the history, traditions and qualities that a country or society has had for many years and that are considered an important part of its character

2. offering B. lacking respect for sb./sth. 3. disrespectful C. to try to prevent sth., esp. by making it difficult to do 4. heritage D. sth. that is produced for other people to use, watch, enjoy, etc. 5. inconsistent E. to put sth. in a place where people can see it easily 6. discourage F. not matching a set of standards, ideas, etc. Key: 1-E 2-D 3-B 4-A 5-F 6-C

display A.

Audio Studio

Word Bank

1. fillet

2. accustomed 3. Taipei 4. Kaohsiung

v. adj.

to remove the bones from a piece of fish or meat; to cut fish or meat into fillets 剔去（鱼、肉的）骨头；把（鱼、肉）切成片 familiar with sth. and accepting it as normal or usual 习惯于 台北 高雄

Listen to the audio clip, and choose the right answers to the questions.

1. What is this audio clip mainly about?

A) How fish is packed in different parts of the world. B) How Carrefour sells fish in China. C) Why frozen fish is important in China.

2.

By following which city/cities does Carrefour decide to adopt the fresh-market style?

A) San Francisco. B) Paris.

C) Taipei and Kaohsiung.

Listen to the audio clip again and fill in the blanks according to what you have heard. Repeat the sentences after you have completed them.

1. When I am in San Francisco and I visit a store,

2. When we entered Taiwan, we went to the fresh markets in Taipei and Kaohsiung to see what

kind of products they had, how and how 3. Now, on the mainland, when they enter a Carrefour store is fresh

products.

4. When customers are in the fresh area, they 5. So we changed our product offering and we saw in fish sales

throughout China.

http://www.docin.com/p-2135308.html

Video Studio

Word Bank

1. blogger

2. dilute 3. integrity 4. premium 5. significantly

n. v. n. adj. adv.

a person who gives an account of his activities and his opinions on the website called blog 写博客的人

to make sth. weaker or less effective 削弱、降低 the state of being whole and not divided 完整、完好

very high (and higher than usual); of high quality 高昂的；优质的 in a way that is larger or important enough to have an effect on sth. or to be noticed 显著地

6. displace

7. complementary

8. rack

9. entrepreneurship

10. entitlement

v. adj. n. n. n. to take the place of sb./sth. 替代

two people or things that are complementary are different but

together form a useful or attractive combination of skills, qualities or physical features 互补的

a piece of equipment, usually made of metal or wooden bars, that is used for holding things or for hanging things on 架子

capacity and willingness to undertake conception, organization, and management of a productive venture with all attendant risks, while seeking profit as a reward 企业家精神

sth. that you have an official right to有权得到的东西

Complete the following statements with the phrases given below. Predict what will be talked about in the video. Then check your answers after watching the video clip.

add to on paper

base on

be respectful of

be in consistent with

1. We don‘t want to do anything that would how people would view an

outsider.

2. I was talking about coming to China, and the heritage here.

3. I would say it‘s a premium product and a premium price, consumer.

4. And have you ever thought of a tea chain 5.

A few years back, I had the brilliant idea that we should publish our own magazine, and, you

know, it looked like a great opportunity.

Watch the video clip and answer the following questions.

1. Who reported that Starbucks was being disrespectful of the history and culture of China?

A local blogger.

2. Where is the audience from?

The China Europe International Business School.

3.

How much does tea contribute to Starbucks sales in the past 30 years?

Less than 1%.

4. Which product did Starbucks once invest but proved to be a total failure?

The Starbucks magazine.

5. How does the Chairman look at Starbucks‘ success?

It is not an entitlement and it has to be earned.

Source

http://www.putclub.com/html/AandV/multithematic/2007/1115/1972.html

Speaking Workshop

Expressions & Structures to Use

Discuss with your peers and try to complete the following tips with the information you have learned in the audio and video clips. And then make an oral presentation with the help of the tips.

Debate on the motion Read through the Pros and Cons of the motion provided in the box, and develop your own arguments. During the debate, you are expected to justify yourself, challenge the opposite view and respond to your opponents properly and skillfully.

Teamwork show

Task 1 Team Review

In each group, discuss with each other how you designed and researched your project and reflect on what you have learnt in the process. You should consider the difficulties you met and the

Task 2 Project Report

Present your project to the class and hand in your report. Include in your comments to the class reflections on the areas of agreement and disagreement within your group as established in Task 1 above.

Task 3 Challenging & Defending

After each group ’s presentation, other students in the class should raise questions and make suggestions. Members of the group should respond when challenged.

Home Listening

Listen to the audio clip and fill in the blanks with the exact words or sentences. You are expected to do it after class and check the answers on your own.

It sounds like Mission Impossible: Sell coffee to China‘s tea drinkers. Starbucks‘ solution is to select

high-profile locations on the 1) streets, where stores are sure to seduce the see-and-be-seen set.

As Starbucks 2) launches an aggressive expansion in China, a coffee frontier steeped in nearly

5,000 years of tea. The goal: to build hip hang-outs that tap into a new taste for China ‘s 3) middle class.

Starbucks China doesn‘t plan any advertising, 4) promotions , or other marketing strategies, aside from sponsoring an on-line coffee club and the occasional office-tower coffee tasting. Instead, the company is counting on selecting such high-visibility, high-traffic cafe locations that they market themselves. Its main advertising 5) is the store itself.

Yet Starbucks faces an uphill battle. Local media reported that 70% of people they surveyed would rather not see the chain in Beijing‘s 6) City. And even for middle-class Chinese, Starbucks is a 7) affordable luxury. While retailers say a top marketing weapon in urban China is to charge more for public 8) . That‘s because Chinese customers have different priorities than their American yuppie counterparts. Guys 40 years old are not coffee drinkers, 9) , they‘ll come back. The store layout, artwork and food options make Starbucks more friendly to Chinese eyes, but coffee remains the core offering and people don‘t go there for the coffee. They go there to 10) .

Source

http://teaw.com/release/917.html

Unit 4 Secrets to Win the Chinese Market

Useful Expressions

Adapted from

http://colaxis.jeanyung.com/wordpress/2009/11/where-east-eats-west/

http://www.chinalawblog.com/2009/08/china_where_east_eats_west.html