高级综合商务英语unit 4.pptVIP

appease (Line 15, Para. 26) v. try to stop some from being angry by giving them what they want 使平息，使和缓，安抚 example: The move was widely seen as an attempt to?appease?critics of the regime. The government tried to?appease?discontented workers. Part IV Words and Expressions Structural Analysis Para. Main Topics Para. 1-5 Nokia, the once Europe’s hottest firm, is facing serious challenge now. Para. 6-10 The reasons why Nokia has lost its edge. Para. 11-15 Strategies and measures for Nokia to compete again. Para. 16-17 Although there are signs of revival for some other European mobile phone companies, a full recovery would take a longer time. I. Discussion 1. What enabled Nokia to achieve its success in the manufacturing and selling of the first generation mobile phone? Exercises I. Speaking The first generations of modern mobile phones were purely devices for conversation and text messages. The money lay in designing desirable handsets, manufacturing them cheaply and distributing them widely. This played to European strengths. And Nokia has been a highly efficient manufacturing and logistics machine capable of churning out a dozen handsets a second and selling them all over the world. Exercises I. Speaking 2. Why couldn’t Nokia continue its success? Exercises I. Speaking As microprocessors become more powerful, mobile phones are changing into hand-held computers. As a result, most of their value is now in software and data services. This is where America, in particular Silicon Valley, is hard to beat. Nokia, along with the rest of Europe’s mobile industry, is also being squeezed in both simple handsets and networking equipment. Exercises I. Speaking 3. What strategies are likely to be adopted by the management of the company to cope with the situation? Exercises I. Speaking The major strategy is turning the Finnish hardware-maker into a provider of software and services. A former senior executive of Microsoft was brought in to wor