商务英语阅读(第二版) 王关富 Unit8 The decade of Steve 课后答案

Unit 8

The decade of Steve

Exercises

1.Answer the questions on the text.

1)What makes the story of Steve Jobs so incredible and remarkable?

So perseverant in his goals;

Experiencing and overcoming so many difficulties and frustrations;

Dominating in as many as four distinct industries;

Running Apple so well------creatively, competitively, and profitably;

Miraculously returning from his fatal diseases.

2)What are the four markets that Steve Jobs reorganized and dominated?

Music, movies, mobile telephones as well as computing.

3)Why is he regarded as the rare businessman?

Predilections unique to him.

Distinctive design taste and elegant retail stores.

Outside-the box approach to advertising

A showman, born salesman, and a magician.

Legitimate worldwide celebrity

Always making products customers want to buy.

Visionary but grounded in reality.

Motivated not by money, but by a visceral ardor for Apple.

4)What astounding achievements has Steve Jobs made up to date?

Increasing corporate worth from $5 billion in 2000 to $170 billion now.

Moving from cash drain and near bankruptcy to $34 billion in cash and market securities.

275 retail stores in 9 countries with 73% share of US MP3 player market, and undisputed leadership in mobile phone innovation.

His personal net worth about $5 billion.

5)What was the first important success of Steve’s team?

It created the first Macintosh (iMac), a breakthrough all-in-one computer and monitor. With drastic cost cutting and lucrative sales, it greatly improved the Apple’s balance sheet and financially got Apple well prepared for big investments and business leap.

6)Why did Steve object to Ellison buy out Apple in 1997?

Because he didn’t like people to second-guess the intention of his return (as making money) and wanted to take high moral ground so that he could easy and graceful decisions.

7)Why did Steve build Apple-owned retail stores and some have doubts?

Because through the building of retail stores, Steve could establish direct contact with customers, get to know what they really want, and fill the stores with all

those products.

But some people at the time, even members of the board had great doubts about establishing retail stores. They are extremely nervous that the stores might become a risky cash drain.

8)What are the outstanding qualities reflected from Jobs’integration of

micromanagement with big-picture vision?

# Micro-management:

Consciousness/ dedication/ concentration

He tries to know everything about Apple. He is involved in so many details that people can hardly believe. He is so detailed that he might tell an ad writer that the third word in the fourth paragraph wasn’t right.

# Big-picture vision:

Acumen for market change

He recognized gorgeous design as differentiator for Apple.

Creative, innovative and visionary in product development

Clients responded “Give me the next Steve Jobs”

Knack for taking opportunities at the right moment

He made iTunes compatible with Windows and expanded Apple market to all PCs.

He developed Apple’s own digital-music sales stores.

9)How did Steve Jobs master the message?

Carefully consider what he and Apple say and don’t say to the public.

Rehearse time and again before speaking publicly.

Authorize only a small number of executives to speak publicly.

He is careful to avoid overexposure.

Nobody is supposed to speak without the permission of Apple’s media relations team reporting directly Steve Jobs.

10) How did Steve Jobs handle Apple’s stock options backdating scandal?

He remained silent initially but later in the report to SEC he admitted and apologized for the change of option grant dates for employee benefits. He said it was totally inappropriate for Apple to do.

11) Whom did Steve Jobs thank and why when he returned?

He thanked Tim Cook (Apple’s chief operating officer) for excellent running of the company during his absence.

He also thanked a twentysomething who died in a car crash for donating his liver.

12) How do people feel about the future of Apple?

Though some are worried about its future due to Steve’s health problem, most are confident about its future because:

He is a fabulous brand and irreplaceable person.

He has educated and influenced Apple employees well enough to think and behave like him.

His influence has gone beyond Apple and become a hero for the IT industry.

His pursuit for secrecy and surprise and proven brilliance will ensure greater successes for Apple in the future.

2.Fill in each blank of the following sentences with one of the phrases in the list

given below. Make changes when necessary.

1)When the starlet was asked about her new boyfriend, she couldn’t help but gush

about him and their intimate plans for Valentine’s Day.

2)The leaking of as many as 251,000 State Department documents, including secret

embassy reports from around the world, is nothing short of a political meltdown for US foreign policy.

3)With very critical views on the government economic policies, she often pals

around with those scholars who also take rather radical stance on economic issues.

4)It is high time for everyone in the department to kick into full gear and fulfill our

sales quota by the end of the year.

5)The mother did whatever possible to prevent her son from hanging out with the

guy who she thought was up to nothing good.

6)Obama’s victory in the election was viewed by many as progress in the United

States. But I think his ethnicity is beside the point.

7)The neighbors said what happened was totally out of character for the woman

they knew as quiet and friendly.

8)Unfortunately, the firm has not been able to pare) production cost to the level that

matches its competitors in the market.

9)On the back of strong corporate earnings reports from a number of firms last week,

coupled with the improving unemployment rate, investor sentiment was bolstered on the first trading day of the week.

10)The team is expected to take a vote tonight that could set in motion a new plan to

revitalize the financial market.

11)It was a long time before our business partners could catch on to what we really

intended.

12)As a shrewd man, he successfully pounced at the opportunity last year to become

the marketing manager.

3.Match the terms in column A with the definitions in column B:

A______________________ B________________________________________ 1)market share A) A group of advisors, originally to a political candidate,

for their expertise in particular fields, but now to any

decision makers, whether or not in politics. 6

2)cash drain B) The rate of new product development, which is

getting faster with more severe competition and

faster technological advancement. 10

3)shareholder wealth C) Percentage or proportion of the total available

market or market segment that a product or

company takes. 1

4)net worth D) A group of executives employed to manage a

project, department, or company with their

particular expertise or skills. 5

5)management team E) A person, project, business or company that

continues to consume large amounts of cash with

no end in sight. 2

6)brain trust F) A person or firm that invests in a business

venture, providing capital for start-up or

expansion, and expecting a higher rate of return

than that for traditional investments. 9

7)balance sheet G) The wealth shareholders get to accrue from their

ownership of shares in a firm, which can be

increased by raising either share prices or

dividend payments. 3

8)captains of industry H) A financial statement that summarizes a

company's assets, liabilities and shareholders'

equity at a specific point in time. 7

9)Venture capitalist I) Total assets minus total liabilities, an important

determinant of the value of a company, primarily

composed of all the money that has been invested

and the retained earnings for the duration of its

operation. 4

10)product cycle L) A business leader who is especially successful

and powerful and whose means of amassing a

personal fortune contributes substantially to the

country in some way. 8

4.Translate the following passage into Chinese:

头已秃顶，留着胡须的他坐在其超大的华盛顿办公室内谈论着经济话题，从眼神可看出显得疲劳。他并不是个令人着迷的演说者，毫无咄咄逼人的神气和让听众陶醉的魅力，虽在华盛顿拥有超大办公室但却是再普通不过的一位男士。他的观点不具党派性和意识形态倾向，而是有条有理的，引用大量的数据和最新的学术文献。当谈到他不了解的事情时，他不会信口雌黄或虚张声势吓唬人。他看上去更象教授，这倒很有道理，因为他大半身的职业都是在当教授。

也就是说，他不是一个典型的环城快道的政治掮客，他很腼腆，不参加特区的各种宴会，喜欢与太太一起在家用餐，而他太太则仍要他做菜，处理垃圾。饭后他们一起做填字游戏或阅读，因为本·伯南克是个书呆子。

他只是阴差阳错成了整个星球上最有权势的书呆子。

伯南克就是56岁的美国中央银行联邦储备署主席，是构建美国甚至全球经济最重要但又最不被人理解的人。印有已故总统头像的美钞被称为联邦储备券是有原因的：美联署控制着货币的供应。这是制订货币政策的独立政府机构，它具体确定短期汇率，对通涨、失业、货币币值和百姓钱包充裕程度拥有巨大的影响。

自全球信贷市场开始萎缩以来，态度温和的美联署主席却戏剧性地扩展了那些权力，使其重获新生。

普林斯顿大学的伯南克教授是研究大萧条的领军人物，他了解三十年代被动的美联署是如何助推了那场灾难的发生的：坚拒扩大货币供应以及完全缺乏想象力和实验研究。而华盛顿的伯克南主席则决心不当引发第二次大萧条的美联署主席。所以当美国房产市场的动荡演变为七十五年来最严重全球金融危机时，他筹集了数万亿美元的资金，一下子投入到经济中去，并策划了对面临倒闭的私营企业的大规模公开抢救运动；将利率降至零，向共同基金、对冲基金、外国银行、投资银行，制造商、保险公司和其他借贷者放贷，而它们以前从未梦想过能获得美联署的现金；重启陷入困境的信贷市场，包括汽车贷款和公司票据等，通过抵押债卷的惊人购买潮大刀阔斧地改革房产融资，使美联署的收支平衡表猛增至以前的三倍，把中央银行业从基本稳健的时代转变到完全随心所欲的时代。他不仅重构了美国的货币政策，而且领导了拯救世界经济的工作。

难怪他的眼神看上去那么疲惫。

5.Read the following text and choose the best sentence from the list A-E below

to fill in each of the gaps in the text.

1)It starts with making the best products in the world.

2)Ford's market share jumped 1.4 points, to 17.5%, at the expense of GM and

Chrysler.

3)The CEO arrived at Ford in late 2006 after 37 years at Boeing.

4)He's about to get the chance.

5)It is a spiffy-enough $13,300 subcompact, available in four-door sedan and

five-door hatchback models.

Supplementary Reading

A Female Wall St. Financial Chief Avoids Pitfalls That Stymied Others

1)Ms. Porat started at the Morgan Stanley 1987 as ________.

A. a chief financial officer

B. a technology banker ∨

C. a financial services banker

D. a HR department member

2) Why do analysts repeatedly remind her to be careful in everything she does?

A. Because she does not know how to escape unscathed from tough situations.

B. Because the United States is now in a serious financial crisis.

C. Because her survivor skills will no longer come in handy.

D. Because there is a horrible track record of women in the Wall Street. ∨

3) The following are all the results of Morgan Stanley’s transformation from an

investment bank into a steady producer EXECPT ________.

A. a net loss of $91 million in the third quarter

B. 11 percent stock fall so far this year

C. a flat performance in business this year ∨

D. a noticeable turnover in the share base this year.

4) According to the article, Ms. Porat got a ________.

A. bachelor degree in business administration from Stanford

B. master degree in economics from the Wharton School

C. master degree in business administration from Stanford

D. bachelor degree in economics from Stanford ∨

5) What compromise did she have to make upon her returning to Morgan Stanley in

1996?

A. She had to take a demotion as part of the deal. ∨

B. She had to go to London to lead technology banking team.

C. She had to apologize for her quitting from Morgan Stanley.

D. She had to accept a pay reduction for six months.

6) She is well known for ________ as the best deal maker since Quattrone.

A. competitive edge

B. tech relationship edge

C. creative edge ∨

D. banking leadership edge

7) What personal qualities of Ms. Porat are highlighted that have helped her career

success?

A. Tireless worker and challenging figure.

B. Tireless worker and going out on a climb for clients. ∨

C. Going out on a climb for clients and sparing no time in making money.

D. Tireless worker and patient banker.

8) One of the companies Ms Porat helped going public was ________.

A. Qatalyst Partners

B. Fairholme Capital Management

C. Lehman Brothers

D. Blackstone Group ∨

9) What was the most famous case Ms. Porat handled in her life?

A. Taking Amazon and Priceline public.

B. Takeover of Fannie Mae and Freddie Mac. ∨

C. Assisting in the IPO of Genworth Financial Inc..

D. Taking the private equity firm Blackstone Group public.

10) Which of the following is NOT the change that has happened in her job according

Mr. James of Blackstone?

A. Spending more time helping clients. ∨

B. Totally internal facing and quite technical.

C. A role involving managing thousands of people.

D. The chief financial officer of Morgan Stanley.

商务英语阅读(第二版)参考译文 王关富编

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BEC商务英语高级真题及答案(5)

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