商务英语综合教程第4册第8单元教参语言点-周杏英.doc

Language Points

Unit 8 Globalization

Intensive Reading Globalization

1.Globalisation or globalization is an umbrella term for a complex series of economic, social,

technological, cultural and political changes seen as increasing interdependence, integration and interaction between people and companies in disparate locations. (Para. 1)

a)The sentence is rather long and complicated. Here for a complex series of economic, social,

technological, cultural and political changes serves as an attributive clause modifying an

umbrella term.

b)Seen as increasing interdependence, integration and interaction between people and

companies in disparate locations serves as an attributive clause modifying changes.

2.The more encompassing phenomenon has been perceived in the context of sociological study

on a worldwide scale. (Para 1)

On ci worldwide scale means globally.

There are expressions to go with scale such as on a large scale, on a grand scale, on a global scale.

E.g. 1) They entertain on a large scale.(They hold expensive parties with a lot of guests)

2)Here was corruption on a grand scale.

3)On ci global scale, 77% of energy is created from fossil fuels.

3.The term "globalization” is used to refer to these collective changes as a process, or else as the

cause of turbulent change. (Para. 2)

Here else means in addition to sth. already mentioned.

4.As an engine of "corporate imperialism0; one which tramples over the human rights of

developing societies, claims to bring prosperity, yet often simply amounts to plundering and profiteering. (Para 2)

Corporate imperialism is the process of extending the values and culture of the corporation beyond the coiporation to other forms of business enterprise.

One is an appositive used to refer to corporate imperialism.

5. A typical - but restrictive - definition can be taken from the International Monetary Fund,

which stresses the growing economic interdependence of countries worldwide through

increasing volume and variety of cross-border transactions in goods and services, free

international capital flows, and more rapid and widespread diffusion of technology. (Para. 3) ? but restrictive? is the parenthesis served to modify definition.

6.and most others appear to agree that globalization is a more extensive civilization concept

diverse economic, political, cultural, and technological aspects that may be closely intertwined.

(Para 3)

Appear is the linking word here meaning to give the impression of being something.

7.Based on the Pax Britannica and the exchange of goods in cuiTencies pegged to specie, this era

grew along with industrialization. (Para 4)

a)Based on the Pctx Britannica and the exchange of goods in currencies pegged to specie

serves as an adverbial clause.

b)Along with somebody /something means accompany by.

E.g. She lost her job when the factoiy closed, along with hundreds of others.

8.The institution of the gold standard came in steps in major industrialized nations between

approximately 1850 and 1880, though exactly when various nations were truly on the gold standard is contentiously debated. (Para 4)

Came in steps here means came at the same time.

9.Countries that engaged in that era of globalization, including the European core, some of the

European periphery and various European offshoots in the Americas and Oceania, prospered.

(Para 5)

The subject of the sentence is countries and the predicate is prospered. That engaged in that era of globalization serves as an attribute modifying the subject countries. Including the European core, some of the European peripheiy and various European offshoots in the Americas and Oceania is the parentheses illustrating what exactly those countries are.

10.Other bi- and trilateral trade agreements, including sections of Europe's Maastricht Treaty and the North American Free Trade Agreement (NAFTA) have also been signed in pursuit of the goal of reducing tariffs and barriers to trade. (Para 6)

a)Bi- and trilateral trade agreements, bi- is a prefix meaning two, twice, or double and

bilateral means involving two groups of people or two countries.

E.g. bilateral talks/agreements

b)tri- is a prefix meaning three, having three.

E.g. tricycle, triangular

11.Examples of transnational structures (such as the European Union and NAFTA) are signs that a

centuries old process of global integration is heating up. (Para 7)

A centuries old process can also be a-centuiy-old process.

12.Since the end of WWII, following the advent of the UN and the Bretton Woods institutions,

there has been an explosion in the reach and power of transnational coporations and the rapid growth of global civil society. (Para 8)

Advent of is often used in written English meaning the coming of an important event, person, invention, etc.

13.Following these trends, many scholars have argued that we are in transition to a planetary phase

of civilization; (Para 9)

In transition means in the process ofchanging.

E.g. This course is useful far students who are in transition.

14.Some maintain that globalization is an imagined geography; that is, a political tool of ruling

neo-liberalists, who are attempting to use certain images and discourses of world politics to justify their political agendas. (Para 10)

a)Maintain here means to keep stating that sth. is true, even though other people do not

agree or do not believe it.

E.g. The men maintained that they were out of the countiy when the crime was committed.

b)Neo-liberalist, neo- is a prefix meaning new, in a later form.

E.g. neo-Georgian, neo-fascist

Reading and Writing Standardization or Adaptation

1.In these days of increasing global integration, the task many international marketers face is not

so much market entry as managing mix in different national markets. (Para 1)

Mix means marketing mix, and managing mix means optimizing the marketing mix by offering the product with the right combination of the four Ps - product, price, place and promotion.

2. A global car that does not have country-specific differentiating features will fail. (Para 2)

A car with country-specific dijfeguiming features refers to the car designed with different

features when selling to different regions or countries.

3.The manufacturer, therefore, has to find the balance between designing a separate car for each

market 一which would be exorbitantly costly - and designing one car for all markets. (Para 2)

a)- which would be exorbitantly costly一functions as a parenthesis further illustrating

designing a separate car for each market.

b)Exorbitant means (of a price) much too high. Exorbitantly is the adverb of exorbitant. E.g.

1) exorbitant costs//ares//ees/prices/feils

2) Prices are exorbitantly high in this shop.

4.Some companies, however, do develop the same product fbr all markets regardless of existing

local preferences. (Para 3)

a)Do here serves to emphasize develop the same product for all markets regardless of

existing local preferences.

E.g. Do come to the classes on time tomorrow.

b)Regardless of means paying no attention to something/somebody.; treating

something/somebody as not being important.

E.g. The club welcomes all new members regardless of age.

5.In contrast, Coca-Cola changes the flavor of its soft drink to conform to local tastes. (Para 3)

Conform to means to agree with or match something.

E.g. It did not conform to the usual stereotype of an industrial city.

6.Coke in the US tastes different from Coke in the UK, which in turn tastes different from Coke

in India. (Para 3)

a)Taste is a linking verb here.

E.g. It tastes sweet.

b)In turn means as a result of something in a series of events.

E.g. Increased product will, in turn, lead to increased profits.

7.Thus there is a spectrum of new product development strategies. (Para 4)

A spectrum of means a complete or wide range of related qualities, ideas, etc.

E.g. a broad spectrum of interests

8.The laboratories co-ordinate their efforts by looking at the possibilities of melding product

ideas arising from different countries. (Para 6)

a)Meld means to combine with something else; to make something combine with something

else.

E.g. The restored stonework melds heautifully with the original architecture.

b)Arise from means to happen as a result of a particular situatioiL

E.g. Emotional or mental problems can arise from a physical cause.

045d60db492fb4daa58da0116c175f0e7dd11951panies also develop products in different countries in markedly different ways. (Para 7)

Markedly means noticeably.

E.g. Her background is markedly different from her husband's.

10.When Citibank introduced its credit card in the Asia-Pacific region, it launched it sequentially

and tailored the product features for each country which maintaining its premium positioning.

Tailor something for somebody/something means to make or adapt something for a particular purpose, a particular person, etc.

3. The genuine Rolex watch is the same certified chronometer anywhere in the world; its

positioning 一as the timepiece for the elegant high achiever 一is the same around the world, as is the advertising message.

a)High achiever refers to those who are successful in the society.

b)一as the timepiece for the elegant high achiever一functions as a parenthesis further

illustrating the positioning of the genuine Rolex watch.

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