Exercises
Comprehension of the Text
I. Answer the following questions according to the text. 1) What do corporate strategies typically focus on? 2) What are the basic strategies used by transnational corporation? 3) What are the examples of offensive competitive strategies? 4) How many basic types of diversification are there? 5) What is the fundamental strategic dilemma faced by all transnational
公司采取差别战略的目的是向顾客提供高附加值产品。 这句话中，主语companies为关系代词that 引导的定语从句所修饰，翻译成汉 语时要调整语序，以符合汉语表达习惯。
Notes
5. profit margin 利润边际, 意为a ratio of profitability calculated as net income divided by revenues, or net profits divided by sales. It measures how much out of every dollar of sales a company actually keeps in earnings. 6 diversification strategy 多种经营战略，指企业在当前业务活动外， 通过设立或兼并其他企业的方式，使得企业可以同时提供其他一种或 多种与当前业务相关联或不相关联的产品或服务的一种战略措施。 7. global strategy 全球战略，指在全球范围内构筑公司的整体竞争优 势，提高公司产品、服务的世界市场占有率，已获得最大限度利润。 8. Global businesses conceive and design products for world markets from the outset. 在这句话中，from the outset 意为at the beginning。如：There was trouble from the outset.
商务英语综合教程
Unit 7 Strategies of Transnational Corporations
Introduction
Most transnational corporations are confronted with an array of strategy options. Like domestic companies, transnational corporations use three basic strategies : generic, competitive and diversification. However, if transnational corporations want to gain advantages internationally, they are supposed to lean toward domestic strategy and global strategy.
New Words
compete confront bewildering array strategy option conceptualize hierarchy corporate coordinate position executive generic diversification
v.竞争 v. 使面临 adj.令人困惑的 n.排列，编队 n. 战略 n.选择 v.构思；使概念化 n.层次，层级 adj.公司的 v.协调
Notes
1.It is in determining how to compete that most TNCs have run into problems. 这句话是一个强调结构，被强调对象是介词短语in determining how
to compete。 2. market share 市场份额，指在一特定的时期内，某公司的产品销售额与该地 工业部门总销售额之比。 3.GБайду номын сангаасneric strategies represent very basic ways that both domestic and transnational companies keep and achieve competitive advantage.
普通战略是国内公司和跨国公司都采用的基本方法以获取竞争优势。 这句话包含一个关系代词that引导的定语从句。 在英语中，作者经常用定语从 句来界定概念。 panies that adopt a differentiation strategy find ways to provide superior value to customers.
v.定位 n.管理人员 adj.一般的，普通的 n.多样化
New Words
solely rival identify differentiation adopt superior exceptional consequently offset sacrifice offensive defensive capture
adj.抢先的 n.收购 adj.原来的 n.两难选择 v.为顾客定制 n.变量 v. 追求 n. 子公司，附属机构 n.复制 n. 自制 adj. 标准化的
New Words
oriented integrate subsidize conceive outset launch revert
adj.以….为方向的 v. 集成 v. 资助 v. 想到，理解 n. 开端，开始 v. 发起 v. 恢复
adv.完全 n.对手 v.识别 n.差别化 v.采用 adj.较高的，出众的
adj.例外的，异常的 adv.从而，因此 v.弥补，抵消 v. 牺牲 n.进攻 adj.防御性的 v. 抓住
New Words
preemptive acquisition original dilemma customize variation pursue affiliate duplication autonomy standardized