当前他们最主要的弱点是利润率最低。
* major 主要的
e.g. major competitors 主要的竞争对手
major problems 主要的问题
* enter the market 进入市场
e.g. They lowered their prices in order to enter the competitive market.
为进入竞争激烈的市场。他们降低了价格。
* return 报告
e.g. Their annual return shows greater profitability and much heavier investment in plant and machinery over the last two years.
年度报告表明,在过去两年中他们的利润率有的提高,在厂房和机器方面的投资大有增加。
* position 位置
in a position to do sth. 能够做某事
e.g. Now we are in a good position to defeat our competitors.
现在我们完全有能力击败竞争对手。
* overtake 超过
e.g. ABC Co. is in a good position to overtake us in terms of profitability.
从利润率方面来说,ABC公司很有能力超过我们。
* at the top end of the market 面向高收入顾客的市场
market 可分为up-market[由收入较高的顾客构成的市场,这些顾客一般不在乎价钱,而注重产品的质量、品牌和形象]和down-market[廉价商品市场]。
Top end of the market 是指up-market,这种市场虽然销售量不一定大,利润率却非常高。
* reliability 可靠性[本文中指产品质量]
reliable (质量)可靠的
e.g. Our products enjoy good reputation for their reliability.
我们的产品以质量可靠而闻名。
* get a problem with … 在……方面出问题。
e.g. We are getting a problem with reliability.
我们在产品质量的可靠性方面出了问题。
We’ve got a problem delivery.
我们在交货方面有问题。
* hold on to 保持住
e.g. hold on to our market share 保持住我们的市场份额
* share capital 股本[指股东的资本]
* premises 厂房[注意:要用复数形式]
* age in market 市场年龄[即进入市场的时间长短]
Unit 16 附图
 
Unit 16
听力译文:
我们来看一下竞争的情况吧。我们主要原因竞争对手本顿公司于1982年进入市场,比我们晚10年。但他们增长得我们快,现在已占有了最大的市场份额。为什么呢?主要是由于他们的产品开发。他们的产品质量更高、价格更低而且外观更吸引人。目前,他们最大的弱点是利润率最低。
现在,再来看一下第二个主要竞争对手泽克伦公司。他们与我们同时进入市场。他们的市场份额比我们小,产品价格也略高一点。但他们的年度报告表明,在过去两年中他们的利润率较高而且在厂房和机器设备上的投资更多。因此他们完全有能力很快超过我们。
最后一位竞争对手是曼塞尔公司,他们进入市场的时间比我们公司和泽克伦公司要长一些。他们的市场份额要小得多,但产品主要卖给高收入阶层的客户,价格也高得多。因此,在四个公司中,他们销售额最低,但利润率最高。
那么,我们自己处在什么样的位置呢?嗯,我们的产品价格适中,但不如本顿公司的产品有吸引力。我们的产品可靠性方面也开始出现问题了。当然,本顿公司的产品系列以质量更可靠而闻名。我们的市场份额比泽克伦公司和曼塞尔公司都有大。但他们的利润率比我们高。因此,今后两年里我们如果想保持住市场份额并提高利润率,就必须提高竞争力。
Exercises-A
将下列句子换个说法。第一句已做出。
1. Axon has slightly more employees than Bentel → Bentel has slightly fewer employees than Axon.
2. Tom has far more customers than Harry. → Harry _______________________________
3. My company has slightly fewer trainess than yours. → Your company _______________
4. The secretaries here do far more work than the boss. → The boss ___________________
5. I get far less satisfaction from administration than from research. → I ________________
Exercises-B
请用以下形容词的正确形式填空。
low, bad, noisy, heavy, fair, light, large, hot, nice, good, busy
1. Our new model is popular because it only weighs 7 kilos. At 8.5 kilos, our old model was ____.
2. We’ve already re-designed our products. The colour was a little too dark. Now it’s ________.
3. The weather in the Tropics is comfortable at the moment, but it will soon get ____up to 45℃.
4. The way we appoint people to jobs is very unfair. We need a ___________system.
5. Because of new production methods, our production costs are _________. This means we can keep our prices the same, even with inflation.
6. I don’t like the new computer printer. It’s ______ than the old one. Nobody can hear a word while it is printing.
7. We haven’t had much work to do recently. However, we have had one or two orders in the past week and are starting to become _________.
8. I don’t like our new boss at all! Our previous boss was _________________.