高級綜合商務英語1-Unit-7-Mass-customization

高級綜合商務英語1-Unit-7-Mass-customization第一頁，共58頁。Lead-inTextA:BMWDrivesGermanyTextB:HowMassCustomizationIsChangingOurWorld第一頁第二頁，共58頁。Lead-in第二頁第三頁，共58頁。CaseStudyMyMuesli,themanufacturerofcerealfood,enablestheuserstocustomizeafoodproductthroughonlineinteraction.Q1.Whatis“customization”?DoyoulikeMyMuesli’scustomizingitscerealfood?Whyorwhynot?第三頁第四頁，共58頁。However,thecompanyneglectedrobustprocessesofmasscustomization.Wheneverareportoncustomers’favorwaspublished,themanufacturingcapacitywasinsufficient.Forlackofhumanlabormixingmueslifromabout65differentcategoriesofoptionsbyhand,thecompanyhadtoturndownprospectivecustomersbysettingadailyorderlimit.Q2:Isthereanysolutiontothisproblem?第四頁第五頁，共58頁。Q3:Whatlessonsofpotentialrisksofcustomizationcanbelearntfromthiscase?第五頁第六頁，共58頁。Q4:Inyouropinion,whatproductsaremoresuitableformasscustomization?第六頁第七頁，共58頁。

TextABMWDrivesGermany第七頁第八頁，共58頁。StructuralAnalysisPara.MainTopicsPara.1-4BMW’smasscustomizationusedasamarketingdeviceandaneffectivemeansofinjectingflexibilityintoBMW.Para.5-8BMWsymbolicofGermaneconomyPara.9-11BMW’shighlyautomatedLeipzigplantconducivetomasscustomization第八頁第九頁，共58頁。Para.12-18BMW’sattempttohandlethekeyissuesofmasscustomization:workforceflexibility,productioncapacityexpansion,product-lineexpansion.第九頁第十頁，共58頁。PartIQuestionsaboutPartI

Q1.What’sthemainideaofPartI(Para.1-4)?BMWusedmasscustomizationtopromoteitssalesasahandymarketingdeviceandtoinjectflexibilityintoalmosteveryaspectofthecompany,particularly,manifestedbyitsabilitytocaterforficklecustomerdesiresanditsrhythmofwork.第十頁第十一頁，共58頁。Q2.Whatdoes“heavilyunionizedworkforce”mean?WhatchangeshavebeenbroughtaboutbythedealsBMWstruckwithitsworkforce?1)Aunionisagroupofworkerswhohavecometogethertomakecollectivedecisionsabouttheirworkandtheirworkingconditions.Heavilyunionizedworkforcemeansthatarelativelyhighproportionofemployeesbelongtoaunion.第十一頁第十二頁，共58頁。2)Anumberofchallengescanariseforacompanytomanageaheavilyunionizedworkforce,especiallybecauseoflackofflexibility.Unionworkersoftenworksethours,andtheymusttakeacertainnumberofbreaksduringtheday,nomatterhowheavyorhowlighttheworkload.DealsBMWstruckwithitsworkforceenabledittobringinnewwaysofworkingandmanageitsworkforcemoreorlessinaccordancewithproductiondemands.第十二頁第十三頁，共58頁。PartI

SentenceInterpretation

1.YourBMWdealerwillbehappytoobligewithasmanychangesasyoucaretomake,untilacutoffpoint:sixdaysbeforeyourparticularcargoesintoproduction.(Line7,Para.1)YourBMWdealerwillbehappytodoafavorbymakingasmanychangesasyoucareto,untilapointoftermination...第十三頁第十四頁，共58頁。2.BMWdoesnotbreakoutdetailsoftheadditionalrevenue,butgiventheprofitmarginsonmanyadd-ons,“it’slikeabigdollopofcreamonthecake”,saysPeterSchmidt,aBritish-basedauto-industryconsultant.(Line6,Para.2)BMWdoesnotcategorizespecificinformationoftheadditionalrevenuesgeneratedbyitsmanyadd-ons,butontheconditionoftheirprofitmargins,it’sjustlikeaddingabigdollopofcreamontothecake.第十四頁第十五頁，共58頁。“Abigdollopofcreamonthecake”isslightlyadaptedfrom“icingonthecake”,whichmeans“asecondgreatthingthathappensinadditiontothefirst”.第十五頁第十六頁，共58頁。PartIWordsandExpressions

fickle(Para.3)adj.characterizedbyerraticchangeablenessorinstability,especiallywithregardtoaffectionsorattachmentssynonym:capriciousexample:

Thecompanymustfacethechallengeofmeetingficklemarketdemandsinanew,uncertaineconomy.第十六頁第十七頁，共58頁。juggle(Para.4)v.tokeep(severalsimultaneousactivities)inmotionorprogressatonetimeexample:

Heisanexpertlyprojectmanagerwhocan

jugglemultipleprojectsandstillmakeprogressoneach.第十七頁第十八頁，共58頁。PartINotesFineartsomethingrequiringhighlydevelopedtechniquesandskills第十八頁第十九頁，共58頁。PartII

QuestionsaboutPartII

What’sthemainideaofPartII(Para.5-8)?

BMWisinsomewayssymbolicofGermaneconomy,whichisresurgentfromeconomicstraitjacketbutstillhinderedbybothinternalandexternalcounter-forces.第十九頁第二十頁，共58頁。Q2:Whatareinternalandexternalcounter-forceswhichhinderGermaneconomy?

Internal:Littlesignofsubstantivechangeinthesystemoflaborrelations,hinderingproductivitylevelExternal:Low-costcompetitionfromAsiaandEastEurope第二十頁第二十一頁，共58頁。PartIISentenceInterpretation

1.Facedwithlow-costcompetitionfromAsiaandEasternEurope,hesays,“manyGermanfirmsdidtheirhomework,andnowtheyarebenefitingfromit.”

(Line1,Para.8)“Doone’shomework”isanidiomaticexpressionwhichmeans“tostudyasubjectorsituationcarefullysothatoneknowsalotaboutitandcandealwithitsuccessfully”.第二十一頁第二十二頁，共58頁。PartII

WordsandExpressions

formidable(Para.6)adj.difficulttoundertake,surmount,ordefeatsynonym:awesomeexample:

Astheworkshopofworld,Chinahasbecomeaformidabletradingpowertobereckonedwith,causingothercountriestoviewitsmassivepotentialmarketwithhopeanditscheapproductswithfear.第二十二頁第二十三頁，共58頁。upswing(Para.7)n.anincrease,asinmovementorbusinessactivitysynonym:surgeexample:

Thereisanupswingofpricesonthestockmarket.第二十三頁第二十四頁，共58頁。PartII

Notes

AleadingpremiumbrandApremiumbrandisabrandofexcellentqualityandvalue.Inorderforthecustomertoidentifyanyproductaspremium,heshouldbeconvincedabouttheexclusivityofthebrand.Thebrandingstrategyofmostofthepremiumbrandsisbasedonaligningtheirbrandpropositiontotheself-imageoftheconsumer.第二十四頁第二十五頁，共58頁。PartIII

QuestionsaboutPartIII

Q1.What’sthemainideaofPartIII(Para.9-11)?BMW’shighlyautomatedassemblyline,sophisticatedlogisticsandeffectivecommunicationwithkeysuppliersinLeipzigplantenableBMWtomanufacturecustomizedcarswithimpressivelyhighefficiencyandreliability.

第二十五頁第二十六頁，共58頁。Q2.WhatisthestrikingfeatureofBMW’shighlysophisticatedlogisticsinLeipzig?Onahighlyautomatedassemblyline,

workersstationedatregularinteralsreachbackforcomponentsinwirebasketsrigorouslysortedintotherightsequence.第二十六頁第二十七頁，共58頁。PartIIISentenceInterpretation

Thecomplexityisvisibletothenakedeye.(Line8,Para.10)“Thenakedeye”means“theeyeunassistedbyanopticalinstrument,suchasatelescope,microscope,orspectacles”.Inthesentence,“visibletothenakedeye”means“veryeasytosee”.第二十七頁第二十八頁，共58頁。disrupt(Para.11)v.tointerruptorimpedetheprogress,movement,orprocedureofsynonyms:hinder,obstructexample:

Hierarchicalmanagementstructurtedisruptstheunderlyingbusinessprocessandcausesoperationalbottlenecks.PartIIIWordsandExpressions

第二十八頁第二十九頁，共58頁。PartIVQuestionsaboutPartIVQ1.What’sthemainideaaboutPartIV(Para.12-18)?Toachieveabalancebetweenrevenuesandcosts,BMWisstrivingtoinjectflexibilityintoitsworkforce,expanditsproductioncapacityanddiversifyitsproduct-line.第二十九頁第三十頁，共58頁。Q2.WhathadBMWintendedtoachievethroughtheacquisitionofRover?BMWhadintendedtoachieveagoalofturningthecompanyintoatwo-brandcompany,oneforthemassmarketandoneforapremiumbrand.第三十頁第三十一頁，共58頁。PartIVSentenceInterpretation1.PuttingBMWonamoreefficientfootingathomehasenabledittoexpanditsproductlineinalldirections.(Line1,Para.16)ManagingBMWathome(inBritain)onamoreefficientbasis...第三十一頁第三十二頁，共58頁。2.

ButotheranalystssuchasCardiff’sRhysreckonthatBMWcancontinuetoforgeaheadbecauseoftheskillfulmanagementofitsbrandnameandunderlyingbusiness.(Line11,Para.17)...thinkthatBMWcancontinuetomakestrongprogresssteadilybecauseoftheskillfulmanagementofitsbrandnameandcorebusiness.第三十二頁第三十三頁，共58頁。PartIVWordsandExpressions

canvass(Para.13)v.toexaminecarefullyordiscussthoroughlysynonym:scrutinizeexample:

Thepollcanvassedtheviewsofalmosteightyeconomists.第三十三頁第三十四頁，共58頁。fuel(Para.18)v.tosupportorstimulatetheactivityorexistenceofsynonyms:stir,provokeexample:

Thepriceupswingofcrudeoil

fuels

thesoaringmaterialcostoftextileindustry.第三十四頁第三十五頁，共58頁。PartIVNotesIGMetallIGMetallisthedominantmetalworkers’unioninGermany.Asametalworkers’union,itrepresentsworkersinthemotorvehicleindustry.Significantly,IGMetallrepresentsbothblue-andwhite-collarworkers.第三十五頁第三十六頁，共58頁。TextBHowMassCustomizationIsChangingtheWorld第三十六頁第三十七頁，共58頁。

StructuralAnalysis

Para.MainTopicsPara.1Introduction:ThetargetmarketofmasscustomizationPara.2-12Case1:B’smanagementofitscustomizedbooks-on-demandbusiness.Para.13-31Case2:Dell’scompetitiveadvantagesofmasscustomization,manifestedbyeffectiveinventorymanagement,overCompaq&HP第三十七頁第三十八頁，共58頁。

Notes

BBookSurgeisaprintondemandcompany.Printondemand(POD)isaprintingtechnologyandbusinessprocessinwhichnewcopiesofabookarenotprinteduntilanorderhasbeenreceived.第三十八頁第三十九頁，共58頁。DellDellisanAmericanmultinationalcomputertechnologycorporationbasedinTexas,U.S.,thatdevelops,sells,repairsandsupportscomputersandrelatedproductsandservices.ThesuccessofDellcouldbeexplainedbytwoprominentfactors:sellingdirectlytothecustomersandcustomizingitsproducts.CustomerscanbuydirectlyfromDellandconfiguretheproducttheylikebasedontheirpreferences,andgetaquotationforit.第三十九頁第四十頁，共58頁。Compaq&itsacquisitionbyHPCompaqComputerCorporationisacompanyfoundedin1982,thatdevelops,sellsandsupportscomputersandrelatedproductsandservices.Hewlett-Packard(HP)acquiredCompaqin2002withthepurposeofputtingtogetheraportfoliooftechnologiesandproducts,spanningconsumerandcorporateapplications.第四十頁第四十一頁，共58頁。ExerciseSpeaking

1.ReadingandDiscussionBrainstormthepossiblecausesofandsolutionstothefollowingproblems.Projectteam1:marketfailureofMacbethProjectteam2:highdefectiverateofMacbeth’sproductionofglasswareProjectteam3:unfavorablerelationshipbetweenworkersandmanageementinMacbeth第四十一頁第四十二頁，共58頁。Debate

MasscustomizationistheonlyapproachforChinesebusinessestocompeteintheworldmarket.Brainstormpersuasivethoughtsfor:AffirmativesideNegativeside

第四十二頁第四十三頁，共58頁。Smallbusinessesshouldadoptcollectivedecision-makingstyle.Brainstormpersuasivethoughtsfor:AffirmativesideNegativeside

第四十三頁第四十四頁，共58頁。KeysQ1.Whatis“customization”?DoyoulikeMyMuesli’scustomizingitscerealfood?Whyorwhynot?Customizationmeanstoofferproductsorserviceswhichmeetthedemandofeachindividualcustomer.MyMuesli'scustomizationispopularwithmostcustomersbecausetheyenjoygettinginvolvedinselectingingredientstotheirtastesandachievethesatisfactionbyworkingoutauniquerecipeontheirown.第四十四頁第四十五頁，共58頁。KeysQ2:Isthereanysolutiontothisproblem?MyMuesliisshortstaffed,facingafloodoforderswithdifferentcategoriesofoptions.Thebestapproachistoinvestintoafullyautomated,scalablemixingsystem,sothatcostofhumanlaborcanbereduced.第四十五頁第四十六頁，共58頁。KeysQ3:Whatlessonscanbelearntfromthiscase?

1)Formanufacturerstargetingmassmarkets,customizedproductsstillmustbeproducedanddeliveredwithmassproductionefficiency.Customisationincreasescomplexityandcostsforacompanybecauseawidervarietyofproductsneedtobeproduced,customerserviceshavetobeenhancedanduniqueretailexperiencesmustbecreatedtomeetthevariousdesiresofcustomers.第四十六頁第四十七頁，共58頁。Keys2)It’sdifficulttodecidewhatmultiplecustomizationoptionsshouldbeofferedtothecustomerswhodifferinneedsanddesires.3)It’sdifficulttogaugetheamountthatthecustomeriswillingtopayforaparticularfeature.第四十七頁第四十八頁，共58頁。KeysQ4:Inyouropinion,whatproductsaremoresuitableformasscustomization?Productssuchasfashionapparel,beautycare,shoes,bicycle,personalcomputer,communicationscomponents,mobilephonesandvehiclesarehighlysuitedforcustomization.第四十八頁第四十九頁，共58頁。KeysProjectteam1Possiblecauseofmarketfailure

“MacAnimals”hasdamagedthecompany’supmarketimage.PossiblesolutionMacbethshouldturnitselfintoatwo-brandcompany,oneformassmarketcharacterizedbymassproductionandtheotherforapremiumbrandmarkedbycustomization.

第四十九頁第五十頁，共58頁。KeysProjectteam2PossiblecauseofMacbeth’shighdefectiverateinproductionThequalityinspectoronlyworksonfinalproductswhereastheproductionprocessisnotstrictlymonitored.第五十頁第五十一頁，共58頁。KeysPossiblesolutionMacbethshouldintroduceanewqualitymanagementsystemwhichbeginswithqualitycheckofincomingrawmaterials,focusesonthequalitycontroloftheproductionprocessandendswithqualityassuranceofdeliveryandafter-salesservice.

第五十一頁第五十二頁，共58頁。KeysProjectteam3PossiblecauseofMacbeth’sunfavorablerelationshipbetweenworkersandmanageement.Macbethisahierarchicalorganizationinwhichmostcraftsmenareinferiortowhite-collarclericalworkersintermsofpayment,statusandaccesstocompanyresources.Macbethhasatop-heavymanagement