UNIT 9

Famous Corporations

实用英语阅读

4

Practical Reading5

12

Reading Skills 11

Fast Reading3

Contents

Text B

Text A

Reading Skills

Reading Skills

Sample

Let’s try

Reading Skills

●Scanning is to read quickly in order to locate or find the place in a piece of writing where a particular item of information is given and to take in that item of information. This kind of reading involves no reading in any detail of large sections of the piece of writing. Perhaps it is particularly useful in reading newspapers or some magazines. We will discuss the following scanning from Unit 9 The steps involved in scanning are the following:●1. Decide exactly what information you are looking for, and think about the form it may take. For example, if you want to know when something happened, you would look for a date. If you want to find out who did something, you would look for a name. ●2. Next, decide where you need to look to find the information you want. You probably would not look for sports scores on the front page of the newspaper, nor would you look under the letter S for the telephone number of Sam Potter .●3. Move your eyes as quickly as possible down the page until you find the information you need. Read it carefully. ●4. When you find what you need, do not read further.

Scanning

Here are two examples from Text A in this unit that may illustrate how we probably scan for some particular information in the text.Sample 1Obviously, the whole text is from a newspaper. It is a report in fact about a famous movie company. Having a glance at the title, the reader may want to know: What is it? With the question in mind, the reader moves his/her eyes quickly down the first paragraph:WARNER BROS. ENTERTAINMENT, a fully integrated, broad-based entertainment company, is a global leader in the creation, production, distribution, licensing and marketing of all forms of entertainment and their related businesses. Warner Bros. Entertainment, a Time Warner Company, stands at the forefront of every aspect of the entertainment industry, from feature films to television, home video/DVD, animation, comic books, interactive entertainment and games, product and brand licensing, international cinemas and broadcasting.Then the reader finds out the place “a fully integrated, broad-based entertainment company” and stops at the word “Warner Bros. Entertainment”. By now he/she has got the answer or the information he/she wants.

Scanning

      Sample 2      Having satisfied himself/herself by finding the answers to the first questions, the reader may have others out of curiosity: why do we call the Warner Bros. Entertainment a famous movie corporation?  To answer this question the reader keeps his/her eyes moving quickly until he/she reaches the following sentence in Paragraph 2: “In addition to its long-standing position as the industry's preeminent creator and distributor of feature films, television programs, animation, video and DVD” and in Paragraph 4: “Since those early days, Warner Bros. Studios has amassed an impressive legacy based on world-class quality entertainment and technological foresight, and created a diversified entertainment company with an unparalleled depth and breadth that has resulted in 20 consecutive record-breaking years”. Sure enough, the reader can find out the answers through the two sentences.

Scanning

Answer the following questions after scanning the passage.●1. There has been much idle talk about Shakespeare's life. The simple facts are that he left his wife at Stratford (their son, Hamlet, died and was buried there in 1596 and there is no evidence that Anne ever joined him during his stay in London), that no children were born to them after 1585, that about 1611 he moved his wife and children into New Place, the fine house in Stratford that he had purchased in 1597, and that he joined them there and died in that house in 1616. When did Shakespeare buy his house in Stratford? ____A. 1585 B. 1596 C.1597 D.1611 E. 1616 ●2. The entire state of Louisiana is within a damp, subtropical zone. The average annual temperature of the state is 67 degrees Fahrenheit, and monthly mean temperatures vary from 52 degrees in January and December to 82 degrees in July and August. The length of the growing season is usually between 220 and 250 days in the northern half of the state, and between 250 and 275 days in the southern half. The annual rainfall of the state averages about fifty-five inches, with a minimum in autumn. In the southern half the maximum is in summer, with frequent heavy thunderstorms; in the northern half the winter and spring rains exceed those of summer. Cane sugar is the principle product of the delta region; rice is grown in the prairies of southwestern Louisiana, and near the coast such subtropical fruits as oranges, olives, figs, and grapefruit are grow. Outside of these areas, cotton is the principle crop. At what time of year does Louisiana have its minimum rainfall?______A. In winter. B. In spring. C. In summer. D. In autumn. E. The rate remains constant throughout the year.

 Let’s try

C

D

●3. By now, soap operas are a tradition of American entertainment. These dramas have been entertaining people for more than fifty years. They started as fifteen-minute afternoon radio shows. When people began owning television in the late 1940s, soap operas soon became part of the daily program schedule. Today "the soaps" are watched by millions of viewers who enjoy the stories about people who have many problems. On many soap operas, married couples get divorced. Others to do so. Lawyers and doctors become tangled up in the lives of their clients. Soap operas also focus on children, and how they grow up. Most children in these shows are teenagers and have problems with their relationships, including difficulty in getting along with their parents. Finally, most of the adult characters experience problems with their jobs at one time or another. Although the problems take time to be solved on any show, once they have been resolved, others soon appearAccording to the selection, problems the soap operas often deal with include_____A. American tradition, divorce and jobs B. Adult problems, jobs and relationships C. Divorce, involvements, relationships and jobs D. Many problems experienced by both doctors and lawyers .

Let’s Try

c

4. Read the following questions and then use the TV Schedule to find the answers.

1)Is there a show about making good investments? 2)You are thinking about traveling to the USA for a

vacation. Which show should you watch? 3)Your friend doesn't have a TV, but would like to watch

a film starring Tom Cruise. Which film should you record on your video?

4)Peter is interested in wild animals which show should he watch?

5)Which sport can you watch that takes place outside? 6)Which sport can you watch that takes place inside? 7)How often can you watch the news? 8) Is there a horror film on this evening?

Let’s Try

CBC6.00 p.m.: National News - join Ja

ck Parsons for your daily news roundup.

6.30: The Tiddles- Peter joins Mary for a wild adventure in the park.

7.00: Golf Review- Watch highlights from today's final round of the Grand Master's.

8.30: Shock from the Past-This entertaining film by Arthur Schmidt takes a poke at the wild side of gambling.

10.30: Nightly News- A review of the day's most important events.

11.00: MOMA: Art for Everyone- A fascinating documentary that helps you enjoy the difference between pointillism and video installations.

12:00: Hard Day's Night- Reflections after a long, hard day.

FNB6.00p.m.: In-Depth News- In-dept

h coverage of the most important national and international news stories.

7.00: Nature Revealed- Interesting documentary taking a look at the microscopic universe in your average speck of dust.

7.30: Ping-Pong Masters- Live coverage from Peking.

9.30: It's Your Money- That's right and this favorite game show could make or break you depending on how you place your bets.

10.30: Green Park- Stephen King's latest monster madness.

0.30: Late Night News- Get the news you need to get a hard start on the upcoming day.

ABN6.00 p.m.: Travel Abroad - This wee

k we travel to sunny California!6.30: The Flintstones- Fred and Barn

ey are at it again. 7.00: Pretty Boy- Tom Cruise, the pr

ettiest boy of them all, in an action packed thriller about Internet espionage.

9.00: Tracking the Beast- The little understood wildebeest filmed in its natural surroundings with commentary by Dick Signet.

10.00: Pump Those Weights- A guide to successfully using weights to develop your physique while getting fit.

11.30: The Three Idiots- A fun farce based on those three tenors who don't know when to call it quits.

1.00: National Anthem- Close the day with this salute to our country

What's On?

Text A• I. Answer the following questions.1. Can you list other famous movie companies in the U.S.A?

2. Which aspects do Warner Bros. Entertainment, a Time Warner Company stand at?

3. Why do we consider the vast Warner Bros. library as one of the best and largest in the world?

For example: Universal Picture Co. ( 环球影片公司 ); Paramount Pictures, Inc. ( 派拉蒙影业公司 ); 20th Century-Fox Film Corp. (20 世纪福斯电影公司 ); Columbia Pictures Corp. ( 哥伦比亚影业公司 ); Metro-Goldwyn-Mayer ( 米高梅公司 ).

Warner Bros. Entertainment, a Time Warner Company, stands at the forefront of every aspect of the entertainment industry, from feature films to television, home video/DVD, animation, comic books, interactive entertainment and games, product and brand licensing, international cinemas and broadcasting.

Because the vast Warner Bros. library consists of more than 6,600 feature films, 40,000 television titles and 14,000 animated titles (including over 1,500 classic animated shorts). The library currently consists of film from such distinguished banners as Warner Bros. Pictures, Castle Rock, Lorimar Pictures, RKO and classic MGM (pre-1986).

Text A

II. Fill in each of the blanks with the appropriate word or phrase from the list. Change the form where necessary.

1. Some publishers are now into software.2. Many corporations are preparing to in order to make progress3. The of catalogues, forms and prizes was done by the receptionist4. Which of sportswear do you like? 5. The purpose of the conference is to work out a strategy of the company’s development.6. The of the radios could not find a market for them7. The fabrics are through a network of dealers.8. Do you work in department of Lenovo?9. You may be able to get support from an arts .10. Women were not given the in Britain until the 20th century.

diversifying

distributioninnovat

e

brand long-term

producersmerchandised

marketingfoundation

franchise

Text A• III. Translate the following sentences into Chinese.

1. Warner Bros. Entertainment, a Time Warner Company, stands at the forefront of every aspect of the entertainment industry, from feature films to television, home video/DVD, animation, comic books, interactive entertainment and games, product and brand licensing, international cinemas and broadcasting.

2. Warner Bros. Studios has also become one of the foremost authorities on utilizing licensing and merchandising to grow and reinforce its brands, on pioneering new forms of distribution, and on marshaling its vast creative and business resources to build world-renowned entertainment franchises that become appreciating assets in its unrivaled library.

3. Since those early days, Warner Bros. Studios has amassed an impressive legacy based on world-class quality entertainment and technological foresight, and created a diversified entertainment company with an unparalleled depth and breadth that has resulted in 20 consecutive record-breaking years.

华纳兄弟娱乐公司，即时代华纳公司，在电影，电视，家庭录像 / DVD ，动画，漫画、互动娱乐游戏，产品及品牌授权，国际电影院和广播等诸多娱乐行业，均处于领先地位。

华纳兄弟电影公司在以下方面也是权威领军者：利用许可证和销售来增长并加强其品牌（价值），开拓新的分销形式，集其庞大的编组创意及商业资源来打造世界知名的娱乐特许经销权，成为其无与伦比的音乐库的升值资产。

从早期开始，基于世界一流的娱乐和技术方面的远见卓识，华纳兄弟电影公司已积累了可观的财产，并且创造了一个在深度和广度上多元化发展的娱乐公司，连续 20 年居于世界一流水平。

Fast Reading

• Choose the best answer for each of the following questions according to the text.

1. Intel Corporation was incorporated in California in . A.1989 B.1968 C. 1998 D. 1986 2. When did the corporation reorganize its business to better align its major

product groups around the core competencies of Intel® architecture and its manufacturing operations_____?

A. At the end of 2009 B. in 1989 C. in 2009 D. in 1968 3. Which line does the Intel Corporation design and manufacture ? A. microprocessors B. chipsets and motherboards C. wireless and wired connectivity products D. all above 4. After the reorganization, the corporation has nine operating segments exc

ept . A. PC Client Group and Data Center Group B. Embedded and Communications Group and Digital Home Group C. Ultra-Mobility Group and NAND Solutions Group D. Administration Group and Financial Group

B

A

D

D

Text B

• I. Answer the following questions.

1. What is the foundation of Toyota Operations?

2. How do you understand the “Belief” of Toyota?

3. How does Toyota perform on its management?

The foundation of Toyota operations is quite simple, that is the well-known “TQC” or “TQM”. It is the classis management method that combines quality management and corporate operations, which is the simple way taken by Toyota to keep pursuing after excellence and “labor harmony” has been on of the foundations of the company, which indicates that the employees and the employer are not in the opposite side but in a relationship of coordination.

“Operating without loans” has been a belief in Toyota.

“Gemba”is the foundation of realizing management based on TQC and it complies with the 5 Gems that is Gamba (real place), gembutsu (real thing), genjitsu (reality) and Gemli (real reason) and Gemzok (the principle) to solve the problem correctly and promptly.

In 1950, Toyota has encountered its only strike in Toyota history happened, that is the company was short of money and the bank was not willing to offer loans to the company unless they would separate the company and remove redundancy. Finally, Toyota has been separated into two companies as “Toyota Motor Industrial” and “Toyota Motor Sales” and the labor committee has to surrender and agree on the staff cutting.

“A3 report” which means that all the internal reports should be printed on one single A3 format paper. Even if a 10 billion value proposal would also follow this format.

5. What is the“A3 report” in Toyota management?

Text B

4. What kind of strike did Toyota get in 1950?

Text B

II. Fill in each of the blanks with the appropriate word or phrase from the list. Change the form where necessary.

1. The of the catering, hotel, tourism and entertainment are improving

their services.

2. I many difficulties when I first started this job.

3. The failure was caused by bad .

4. The company he worked for several years went because of the

financial crisis.

5. This company has asked for $50million from the bank.

6. A world-class corporation wants to a close relationship with

Lenovo.

7. A company always offers prices so as to attract more

customers.

8. Many firms engaged in the of optical instruments.

9. A company of logistics industry had made a major

breakthrough.

industries

encountered

managementbankrupt

loansestablish

competitivemanufacturer

technological

Text B

III. Put the following phrases into Chinese.1.company culture :2. quality management:3. the labor committee :4. staff cutting :5. labor harmony:6. an upside down pyramid structure : 7. cost management :8. management model : 9. multinational giants :

企业文化质量管理劳工委员会

裁员团结和谐的员工关系

倒金字塔结构成本管理管理模式跨国巨头企业

Practical Reading

• Decide whether the following statements are True or False.1 The US is the biggest market for Haier’s home appliances. 2 Haier is becoming better known around the world and plans more acquisit

ions to expand its overseas market. 3 Haier was the world’s top selling brand of refrigerators and laundry applia

nces by retail volume in 2009. 4 Panasonic Corp was the biggest maker of washing-machine in Japan. 5 In 2009, Haier ranked seventh with a 4 percent market share in Japan’s r

efrigerators market. 6 Haier bought 20 percent of Fisher & Paykel Appliances Holding Ltd and tr

y to expand its brand. 7 In 2009, Toshiba Corp enjoyed 26 percent market share of washing-mac

hines while Haier ranked sixth with 2 percent market share in Japan.

8 China’s stimulus measures are driving economic activity and Haier has confidence in domestic consumption.

F

T

TF

T

T

T

T