课件52张PPT。Unit 9 Going GlobalBackground Information1 An overview of Globalization
Globalization is a process of integration among the people, companies, and governments of different nations, a process driven by international trade and investment and aided by information technology.
This process has effects on the environment, on culture, political systems, economic development and prosperity.2 Effects of globalization
Industrial
Financial
Economic
Political
Language
Competition
Cultural
socialLead-in 2 With international trade, financial transfers, and foreign direct investment, the economy is increasingly interconnected. It is the integration of business activities across geographical and organizational boundaries.3 General Electrics (electrical equipment), Motorola (mobile phones), IBM (computers), Kodak (films), Pierre Cardin (men’s suits), Nestle ( coffee), Coca-Cola (soft drinks), Mcdonald’s (Hamburgers), BMS (cars), Sony (electrical appliances), Nike (footwear)4 Global competition is intensifying.
The firms that stay at home to play it safe might not only lose its chance to enter other markets but also risk losing its home markets. On the other hand, global companies have more opportunities to raise capital, capture talents and technology, obtain resources, materials and components, and manufactures and market their goods wherever it can do the best job.1 According to the text, what does the word “globalization” define?
It defines a process --- the internationalization of economic activities.2 Does the word golbality seem to be unfamiliar to Davos panelists?
No, it doesn’t.3 According to the writer, what is globality?
It is the 24-hour interconnected, hyperactive, sleep-deprived, e-mail fueled world.4 Where do more and more people adopt common vocabularies?
In software, operating systems, and one’s daily news feed.5 What are the three forces interacting to create this new globality?
The first is a move away from counting on governments to manage economics and toward a much greater confidence in the ability of markets to fun_ction fairly and deliver the goods. Second, national borders are eroding as individual national economies are integrated. Third, technology provides the working foundation for globality.6 What are the nice features of globality?
Higher incomes and wider choice.7 What indicates that globality has got some very unfavorable aspects with it?
The financial contagion that has swept around the world.8 According to the writer, what is the basic question underlying all kinds of debates?
“ What kind of globality?”9 What conclusion does the author draw about globality?
One sort of globality or another is inevitable. It will increasingly affect the lives o fan ever-growing number of people. Its workings can bring many benefits and opportunities. It can also generate much disruption and discord.10 Why does the author think that the world “globality” will appear in a dictionary one day?
First, it captures a new reality. Second, it’s useful.Para 1: What does globalization define?----- results of the processMint ---- invent
Inescapable ---- impossible to avoid
Internationalization
Encompass --- includePara 2: Expert’s understanding of globality --- responsible globality roll into --- drive to
Epicenter ----a focal point
Familiarity
sessionPara 3 definition of galbalityIt is the 24-hour interconnected, hyperactive,sleep-
Deprived, e-mail fueled world.
Project
Make a come back Para 4-6 three forces to creat the new globality. count on ---- depend on
translate into ---- express in
beat out --- defeat
a multitude of --- a lot of
stay in touchPara 7 the feature and influence of globality merger
higher incomes ,wider choice
financial contagionPara 8-9 globality is inevitable go for ---- in favor of
show up --- appearTranslation:The word “globalization”, since it was minted not much longer than a decade ago, has acquired great popularity throughout the word.
It not only defines a process of internationalization of econmic acrivities, but also describes an interconnected and mutually influenced world. With the acceleration of globalization, it is nearly impossible for every nation not to stay in touch, or get in touch with each other.
“Globalization” brings about a multiutde of new ideas and completely destroys some old traditions.
It causes some unappealing effects such as cultural conflicts and financial contagion;
howerer, it at the same time has something going for the world, namely stimulation social reforms and advancing the world civilization.
In general, people believe that as a result of globalization a more hamonious and prosperous new world will show up in the near future.
Global Marketing into the 21st centuryQuestions:
1 Why must companies think glabally now?
2 What problems does the firm that stays at home to play it safe face?
3 What are the results of protectionism in some countries?
4 What problems do the companies that go global confront?
5 Summarize the main idea of this passage.
Translation:1 It’s three years since China’s textile goods appeared in the North American market.
2 I said hello to him when I stepped into the company, but he ignored me completely.
3 Due to a growing demand for and a short of supplies, food programs in New York had to turn away more than 100,000 people last year.
4 Instead of Mary, it was John who made the great efforts in pushing our products.5 The director was already in the office preparing for the coming negotiation in the day when it was still dark.
6 Slips are scarcely avoidable when you are new to your work.
7 I do think that it is beyond his power to fulfill the task.
8 He got extremely excited before he went on a visit to the five European countries.9 That he has experienced repeated setbacks in promoting the sale of the new product is beyond our expectation.
10 It is beyond doubt that we are identical in our views of business development.Unit 10 RetailingBackground information1 An overview of Retailing
Retailing consists of the sale of goods or merchandise from a fixed location, such as a department store or kiosk, or by post, in small or individual lots for direct consumption by the purchaser. Retail establishments are often called shops or stores. Retailers are at the end of the suppl chain.2 the importance of retailingRetailers add value to products by making it easier for manufacturers to sell and consumers to buy.
Retailers also provide services that make it less riskly and more fun to buy products. They have salespeople on hand who can answer questions, may offer credit, and display products so that consumers know what is available and can see it before buying.3 Types of retailingStore retailing
Specialty retailing
Non-store retailing
Mail order
The internet
Vending machines4 Major Types of retail storeDepartment store
Discount store (Wal-Mart; K-Mart)
Speciality store (Zales Jewelers)
Convenience store
Supermarket
In-home shoppingLead-in1 Retailing refers to all activities involved in selling goods or services directly to final consumers for their personal, non-business use.
The major types: department stores, shopping malls, convenience stores, discount stores, selling centers,etc.
2 Wal-Mart, Target, Kmart, Carrefour, Hagen-Dazs.
Retailers make the shopping experience more convenient, as in home shopping.
Through its location, retailers can facilitate comparison shopping.
Retailers have a strong customer focus and provide quality products and innovation that consumers desire.
most consumers need different products in small quantity, which can’t be satisfied by wholesale.5 First, adding entertainment to the retail environment.
Second, retailers of the future will offer more convenience and efficiency to consumers.
Last, more and more retailers are using the information they collect about their customers at the point of sale to develop customer management programs, including customer relationship marketing and loyalty programs.A Retailing Legend is Born S.S. Kresge Company
Kmart CorporationText analysisPart 1 para 1-6 ---- how the S.S. Kresge Company gradually developed in its early years
Part 2 para 7-11 ----- how S.S. Kresge Company adopted new strategies in order to stay competitive and how it changed its name to Kmart Corporation.Part 3 para 12-15 ---- Kmart Corporation’s efforts to focus the business back on its Kmart stores.
Part 4 ----- Kmart Corporation is moving forward to a new era.Content questions:1 What attracted shoppers most when Kresge first opened his store?
--------Low prices. Kresge sold everything for 5 and 10 cents.2 How did Kresge stores survive the wars and financial depressions?
-----They were always there to offer families products at prices they could afford and they also offered people what other businesses at the time could not ----jobs to support their families.3 According to the text, what stayed the same with the Kresge business?
-----The business philisophy ---- to offer consumers products they need at prices they can afford --- stayed the same with the Kresge business.4 How did Kresge lead the way for future retailers?
------It launched a newspaper advertising program to entice shoppers to its stores.5 What changes took place under Cunningham’s leadship?
----- The first Kmart discount department store opened in 1962 in Garden City, Michigan. Seventeen additional Kmart stores opened that year, leading to corporate sales of more than $483 million that year.6 Why did the company officially change its name to Kmart Corporation?
----- In 1977, nearly 95% of S.S. Kresge Company sales were generated by Kmart stores. In order to reflect this dramatic impact, the company changed its name officially.7 What were the series of changes happening in Kmart during the 1990s?
---- In 1990, Kmart unveiled a bold new logo and a bold new plan. In 1991, it opened the first Supercenter in Medina, Ohio. In 1996, a complete redesign of the Kmart stores was launched. In December of 1999, Kmart launched a new Internet presence, Bluelight. Com.8 What was the new name for the remodeled stores?
------ Big Kmart.9 According to the text, what are the three strategic imperatives that drive its business today?
-----Achieving “world-Class Execution”, becoming a “Customer-Centric Culture” and maximizing “Sales and Marketing Opportunities”.10 What can you conclude from this retailing legend?
---- To be a sucessful business, a company needs to keep providing good seivices to meet its customers’ needs and keep developing its services as time goes on. As a leader of this company, one should have the great vision to make the company stay competitive and more forward with time.